As midnight approached on Dec. 11, a circle of Zappos and Downtown Project employees lifted up their shot glasses around a bonfire near the edge of the Fremont East District in downtown Las Vegas, where Zappos CEO Tony Hsieh is conducting one of his many social experiments. He calls the private area, filled with about 30 Airstream and Tumbleweed trailer homes, an attempt to create an urban version of the Burning Man festival.
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