Keith and Bobbi originally created Sierra Trading Post to be a Nevada catalog company. When the state of Nevada passed a tax which troubled Keith, he wrote to the Governor of Nevada, but received no reply. He and Bobbi decided to move the business. They toured in a motor home searching for a new site in the West. Their two top choices were narrowed down to either Cheyenne or Laramie. Cheyenne became the favored location after Keith was welcomed to the Capitol to meet with former Governor Mike Sullivan. Jack Crews, President of LEADS facilitated the discussion by taking Keith to the Capitol to meet Sullivan. It was a positive experience compared to Keith’s disappointment in Nevada. Sierra Trading Post ultimately started up in Cheyenne in 1992, with approximately 40 employees. By 2009, the number of employees at the Cheyenne headquarters had reached about 650 tech-savvy employees, with Internet sales of about $200 million per year. Sierra’s entry into Cheyenne was supported by Cheyenne LEADS.Ĭheyenne LEADS function is to serve Cheyenne and Laramie County as an economic development entity. The corporation is private and non-for-profit. Its funding comes primarily from members who pay dues. When potential expansion or relocation prospects consider the area, the corporation promotes it and works to facilitate relocation into the area. Together with community organizations and local government, LEADS endeavors to create area jobs and economic expansion in the area. Keith Richardson stated that the financial community in Cheyenne was more responsive and supportive than any other Sierra had found throughout the Western states.
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