United Way, Pioneer Crossing partner to bring free books to kids

Dayton’s Pioneer Crossing Casino General Manager Dave Murray and United Way of Northern Nevada and the Sierra Director of Marketing and Engagement Ashley Cabrera stand with a cutout of Dolly Parton and several books Friday. The casino has donated to United Way to bring free books to Carson City, Douglas County, Lyon County and Churchill County. (Photo: Jessica Garcia/Nevada Appeal)

By Jessica Garcia

Friday, May 14, 2021

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United Way of Northern Nevada and the Sierra and Pioneer Crossing Casino in Dayton have partnered to provide 100 spots for families interested in registering their children from birth to 4 years old to receive a free book monthly through their fifth birthday through the Dolly Parton Imagination Library.
The new collaboration will serve families in Carson City, Douglas, Lyon and Churchill counties and is recently acquired from another program, said Ashley Cabrera, UWNNS director of marketing and engagement.
“United Way of Northern Nevada and the Sierra is focused on early literacy and the biggest key with that is making sure kids have access to books,” Cabrera said. “We took it over from a different agency and it was a good fit for us to use it as a way to increase access to books in rural areas.”
Families who register are asked to provide their child’s name, date of birth, gender, the authorized adult’s name and home address and mailing address, if different, and a signature providing consent to participate.
Books are chosen through the Imagination Library and are given in a plug-and-play format, Cabrera said. They are mailed in an approximate similar window of time monthly, depending on the U.S. Postal Service, but if a child is registered from birth, participants will receive 60 books, she said.
For example, the first book a child receives is a customized version of “The Little Engine That Could” and the month a child turns 5, they get “Look Out Kindergarten, Here I Come!” by Nancy Carlson.
Dolly Parton’s Imagination Library was founded in 1995 with books first being distributed to children in Sevier County, Tenn., where Parton grew up, according to imaginationlibrary.com. The program became successful, was replicated nationally in 2000 and within three years it had mailed 1 million books to children. Soon after, it became a global presence, starting similar programs in Canada, the United Kingdom, Australia and Ireland. As of 2020, the Library had given its 150 millionth book.
Dave Murray, general manager for Pioneer Crossing in Dayton, said the local business supports opportunities to get involved in the community. All three Pioneer Crossing Casino locations in Dayton, Fernley and Yerington support the movement, he said, and he and Cabrera said they hope other local businesses will be willing to take part in the donation.
As a father, Murray said he understands the importance of early literacy, sharing memories of his youngest daughter who struggled with learning how to read.
“I have three kids, and I have a sister who’s a teacher,” he said. “Reading is such a big part of (kids’) early learning. My daughter was going to preschool, and she sat down on the couch … and she said, ‘I can’t read!’ … But within two weeks she was reading.”
Cabrera said she hopes families will be excited and sign up for a spot.
“We’ve done a lot of book giveaway events, and (we’ve seen) just the way a kid’s eyes light up … ‘Are you sure we can keep it up?’ ” Cabrera said. “And they’re so in awe and see the value of having a high-quality book in their hands.”
If families or caregivers have any questions about the program or signups, Cabrera said they can e-mail UWNNS at communityimpact@uwnns.org or visit www.uwnns.org/dpil.

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