A Mob scene businesses can like

KT Cewe was confused when she first heard from Cash Mob organizer Danielle Bell.

"I thought she was talking about the Mob Museum," said Cewe, who owns the Gypsy Den, a vintage clothing shop in downtown Las Vegas.

Less dangerous than a real mob and less annoying than a flash mob, a Cash Mob is a group of consumers who converge on a locally owned business to buy and thus boost the economy. The idea originated last summer in Buffalo, N.Y., and has since been replicated across the United States, most recently in Las Vegas.

On Saturday , a group of about 30 shoppers for International Cash Mobs Day descended on the Gypsy Den at 213 E. Colorado Ave. The fuchsia bungalow-size shop is regularly filled on First Fridays, but rarely with so many shoppers.

Each Cash Mobber committed to spending a minimum of $20. Some spent significantly more. Cewe declined to say how much the mob generated for her store in 30 minutes on Saturday, but the Gypsy Den reaped at least $600. Cewe said the day paid for a month's rent.

Organizer Bell is a stay-at-home mom who was drawn to the idea of organizing a Cash Mob two months ago after talking to a friend who was organizing a mob in San Diego. She started a Facebook and Twitter account, @cmlasvegasnv, for the mob and began researching local businesses that could benefit from the boost. Cash Mob is a loose-knit, grass-roots movement that encourages organizers to choose businesses that are independently operated and that sell products for both men and women.

Bell picked Gypsy Den at random and called the shop to make sure Cewe approved of the idea and wouldn't be overwhelmed by the mob.

Roxie Amoroso, who owns downtown vintage guitar shop Cowtown Guitars, heard about the Cash Mob and reached out to Bell using Twitter. She wanted to be involved in some way. Cowtown offered a 10 percent discount on Saturday to Cash Mobbers, and Bell alerted her Twitter followers and Facebook friends.

"We had a lot of new people come through on Saturday," Amoroso said.

Amoroso said that Cowtown's normally untouched accessories section got a boost; she sold two accessory packs after going more than eight months without a sale.

Harnessing the power of social media, Bell has increased interest in the next Cash Mob event on April 21. The business has yet to be named, but Bell will be giving hints on Facebook and Twitter as the day approaches.

Local restaurateur Ray Nisi, who heads the Vegas Locally Owned Merchants Association, said social media are key for any small-business owner.

"Anything that gets the word out to shop locally and support your local (businesses) is a great thing," Nisi said.

Vegas LOMA is also working to coordinate a day designed to encourage buying local.

Besides encouraging people to shop locally, one of the Cash Mob's central tenets is encouraging residents to connect with their communities. Bell encourages Cash Mobbers to meet at least three new people while participating in the events, which will be held monthly.

"I was born and raised in Las Vegas," Bell said, "And I like the idea of that face-to-face interaction and really meeting people, not just friending them on Facebook."

Contact reporter Caitlin McGarry at cmcgarry@reviewjournal.com or 702-387-5273.