Tooth fairy's average gift posts an increase for second straight year

By Becky Bosshart

Staff Writer

Mama didn't raise no fool. When I was young, I knew exactly who placed the $5 bill and the candy bar under my pillow.

Every time one of my pearly whites started to wiggle I would boast to my grandmother just how much I thought the tooth fairy would leave. All along I knew it was her, and I knew the more I talked it up the more I'd get.

I even remember the color of the nightgown she wore when she slipped into my room and deposited the goods under my pillow: pale peach. How's that for a memory?

But I didn't know back then how well my "marketing manipulation" skills actually coincide with real life. The way to sell a stock is to talk it up, get its name out. Finagle some media.

The average tooth fairy "gift" fairs pretty well against economic indicators, specifically the Dow Jones and NASDAQ. For the second straight year, the tooth fairy's average gift has posted an increase. In 2004, the average gift from the tooth fairy increased more than 12 percent, to $1.78 per tooth.

The annual survey is conducted by Securian Dental plans, which sells dental insurance.

Groups partner to support kids

Cattlemens steakhouse restaurants and Bob Burke's Kids will partner again to support the work of Burke's non-profit organization, nationally recognized as the No. 1 camp for children with cancer. Bob Burke's Kids provides year-round fun activities and support for terminally and chronically ill children and their families. Local businesses have donated raffle prizes that will be awarded at the April 5 event. All employees will donate 100 percent of their tips for the evening. Last year, raffle earnings and contributions reached more than $67,000. Cattlemens, 555 Highway 395 in Washoe Valley, is a family owned restaurant.

Jackson Hewitt offers

discounts to police officers, firefighters

Jackson Hewitt Tax Service will offer a special discount to thank police officers and firefighters in Northern Nevada. From Monday to March 13, all police and fire personnel will receive 25 percent off tax preparation costs at all the 22 participating Jackson Hewitt Tax Service locations in Reno, Sparks, Carson City, Fallon and Lake Tahoe.

Call 1-800-234-1040 for store locations and information.

Clark commissioner joins

Nevada Development Authority

Clark County Commissioner Lynette Boggs McDonald joined the executive committee of the Nevada Development Authority, based in Las Vegas. As part of the executive committee she will play an active role in growing the relationship between Nevada's government and business base.

Last parcel of South Meadows Business Park sold

Lance Gilman, of L. Lane Gilman Commercial Real Estate Services, has sold the last remaining 17-acre parcel of his South Meadows Business Park in Reno.

"In the beginning people said we were crazy to develop a project of this size south of downtown Reno," he said. "But relocating and expanding businesses saw the potential of a South Meadows Business Park address and as a result it sold out quickly."

Development began in 1993 of the 2,700-acre park.

"Spring a Pet" benefits animal groups

PETCO Foundation will host the annual "Spring a Pet" from March 13 to April 17 as a fund-raiser to benefit community animal welfare and adoption groups. All three local stores will participate in the national campaign, which hopes to raise $1.8 million for animal welfare organizations. Last year the event raised $1.5 million to assist 1,900 animal welfare groups. For information visit www.PETCO.com.

n Contact reporter Becky Bosshart at bbosshart@nevadaappeal.com or 881-1212.