Rebel grad keeps partying

January 21, 2010 by Bryant Nguyen 

Richard Alexander is rewriting the traditional party scene nationwide

UNLV graduate Richard Alexander describes his progression in the event and marketing industry as natural.

From his days of planning theme-inspired parties in high school to organizing Down and Derby Roller Skating Disco nationwide, he has shown the capabilities to be successful since his days growing up in Alaska.

“I started doing parties in high school and it was just a fun way to get everybody together,” Alexander said. “It would get to a point when we would get bored with the drinking and playing beer pong. We started doing themes and started doing DJs and live music. It just got to a point when I learned how to throw real parties.”

In 2002, Alexander started his pursuit of a communications degree here at UNLV and made the move to Las Vegas from his hometown of Kenai, Alaska, where the population is estimated at 4,000.

“It was definitely a tough transition,” Alexander said. “Moving to Vegas was like a culture shock for a quick moment. I feel Las Vegas is a city of people that are trying to do great things. So when I moved here I felt like trying to do very big things.”

The humble roots of his hometown reveal everything there is to know about Alexander’s work ethic.

“My dad worked in an oil field and had a hard-working background so I was able to take that energy and feed off it,” Alexander said. “I figured out to work hard and work a little harder than everyone else around and put that extra work in – stay late and come early.”

It was this kind of approach and dedication to his work that has helped Alexander, 25, accomplish extraordinary feats at such a young age. As the founder and Events and Marketing Manager of DTK Productions, Alexander has no limits in executing any of his ideas.

“The best part is having your own marketing operation,” Alexander said. “If you want to do something, then you have the opportunity to do it. A lot of people don’t get that opportunity at such a young age. I’ve been lucky that any idea I’ve had that I’ve been able to pursue it and actually make it happen.”

Aside from working at DTK Productions, Alexander still maintains his event planning position with his initial employer Wendoh Media, which means nonstop work.

“There is really no day off,” Alexander said. “There are always cities that approach me trying to bring Down and Derby to their venue.”

Today, Alexander is busy promoting and organizing Down and Derby events all over the country.

The Down and Derby event takes place today at Rain nightclub inside Palms Casino with an entry fee of $5 in advance and $10 at the door. Down and Derby will return monthly to Rain nightclub.

Down and Derby breaks all conventions of a nightlife experience. There will be roller skating to music mixes by DJs SHR3D and SUPRA inside one of Las Vegas’ premier nightclubs with a drink lineup to match.

“In a town with 40 plus clubs playing the same music, it is inspiring to be a part of something innovative,” said Jimmy Aston, N9NE Group at the Palms project manager.

The dress code is simple for this retro-inspired skating disco. Attendees are encouraged to wear attire that would resemble the era of 70s roller disco.

Down and Derby has been a successful venture for Alexander as the event has gained recognition nationwide from coast to coast, including an appearance on the television show “The Girls Next Door.”

As for Alexander, he has his share of success by starting his own company and establishing Down and Derby as a premier event, but the opportunity to learn from industry veterans and work with global brands is a new goal he has set for himself.

“I’m always in search of new ideas and new knowledge,” Alexander said. “Bigger brands would be ideal. That would be a big great goal to get and work for clients like that.”