Rooted in Community: How One Woman is Redefining Local Connection in Summerlin

Through her publication Desert Foothills Living, Penny Tendall turns neighbors into a network of shared stories, support, and small business success.

On a warm afternoon in Summerlin, the hum of sprinklers and the distant sound of kids playing in driveways fill the air. Inside a cozy café, Penny Tendall leans over a small stack of glossy magazines, her eyes lighting up as she flips through the latest issue of Desert Foothills Living. Each page tells a story of someone nearby, a family who just opened a new bakery, a nonprofit that rescues pets, or a business owner whose shop is finally taking off after years of persistence.

“This isn’t just about advertising,” she says, smiling. “It’s about people knowing who their neighbors are. It’s about connection.”

That’s the heart of Penny’s work. As the publisher behind Desert Foothills Living, a monthly neighborhood outreach publication in the Summerlin area of Las Vegas, she has created more than a magazine. She has built a bridge between families, entrepreneurs, and community spirit in one of the city’s most vibrant suburbs.

From JCPenney to Community Partner

Long before she became a local publisher, Penny’s path wound through the bustling aisles of retail stores and the high-stakes world of Las Vegas real estate. She laughs when she recalls her nickname from her early career: “I was Penny at JCPenney,” she says. “And later, I worked at Circuit City and even sold uniforms to hotels and casinos. You name it, I’ve probably done it.”

A graduate of the University of Nevada, Las Vegas, with a degree in business management and marketing, Penny has always had an instinct for connecting people. “People are my passion,” she says simply. That theme, connection, runs through every chapter of her professional life.

When the COVID-19 pandemic hit, Penny, like many entrepreneurs, felt the uncertainty of the moment. “Real estate was my main income for over twelve years, but during COVID, I didn’t know what was going to happen,” she recalls. “I wanted to find something that I would enjoy doing, that still connected me with people and businesses I already knew.”

That’s when she discovered an opportunity through Best Version Media, a national network of hyperlocal publications. “They had over 1,800 publications across the U.S. and Canada,” Penny says. “It wasn’t a franchise. It was a 1099 opportunity that gave me the freedom to focus on my own neighborhood—Summerlin.”

For someone who had lived in Las Vegas since 1989, the fit was perfect. “I thought, this is it. I can take my passion for meeting people and telling stories and use it to support local businesses.”

Educating, Not Just Advertising

Starting a neighborhood publication from scratch is no small feat. Penny spent more than a year building her foundation, meeting local business owners, gathering stories, and finding sponsors willing to take a chance on something new.

“It took me about a year to get enough sponsors and enough content to really kickstart it,” she says. Desert Foothills Living officially launched in May 2024, reaching more than 3,200 homes in the Summerlin area.

But Penny quickly discovered that her biggest challenge wasn’t selling ads, it was education. “A lot of small business owners wear so many hats,” she explains. “They’re trying to do everything themselves. I didn’t realize how much of my job would be teaching them that marketing isn’t optional. It’s consistent storytelling.”

She’s firm but encouraging when she shares her philosophy: “People need to know what you do every day. You can’t be a secret agent. You have to be visible so people can feel confident referring you.”

In many ways, Penny has become both a publisher and a marketing mentor for the small business owners she serves. “I’m not just selling space in a magazine,” she says. “I’m helping businesses grow through a mix of print, digital, and community engagement.”

Local Faces, Local Trust

What sets Desert Foothills Living apart is its authenticity. On every cover is a local family that lives and works in the neighborhood, people readers might recognize from the grocery store or see walking their dogs at sunset. “I meet with every business personally before they appear in the publication,” Penny says. “They’re vetted. They want to be part of the community, not just make a transaction.”

The magazine is also intentionally wholesome and inclusive. “We’re family-friendly. We don’t talk about politics or religion, and we don’t include things like dispensaries,” she says. “It’s all about family, pets, community events, and nonprofits.”

Each issue features a nonprofit spotlight, a pet column, and a local business profile that introduces new sponsors to the neighborhood. “When a new pool company joins us, I make sure everyone knows,” she explains. “It’s about visibility. I want my community to support the businesses that are right here.”

Her personal investment in the publication is evident in every detail, from the layout to the choice of stories. “I love when a neighbor tells me they saw someone they know in the magazine,” Penny says. “That means we’re doing something right.”

When Print Meets Digital

In an age where everything seems to live online, Penny proudly champions the value of print. “People think print is old school,” she admits. “But print is trustworthy. It’s tangible. People keep it on their coffee tables and actually read it.”

Still, she knows the importance of digital consistency. “Online presence is key,” she says. “You can’t just post once in a while like Groupon used to do. You have to be consistent. If you’re a realtor, show that you’re out there touring homes. If you run a restaurant, post about your chef, your specials, and your team. People need to see that you’re active in your business.”

Her hybrid approach, combining the credibility of print with the reach of digital, has proven powerful. “I post on social media, organize events, and create connections between businesses,” she says. “That’s how people find us now, through community engagement.”

Turning Networking Into a Celebration

One of Penny’s most successful initiatives has been her community events. “I do a lot of networking events, and I even create my own,” she says proudly. “My last one was at Area 15. We called it Alien Bingo.”

What started as a small idea turned into a major turnout. “I was expecting around 85 to 100 people,” Penny laughs. “We ended up with over 225. One hundred twenty-two of them were playing bingo on their phones. It was wild.”

The event wasn’t just about fun; it was about partnership. “It was a community collaboration with Area 15,” she says. “I love bringing small businesses together with larger venues so they can get more eyes on what they do.”

This kind of creative engagement is what keeps Penny’s network growing. “It’s about making business feel less like work and more like community,” she says.

Growth with Heart

Today, Desert Foothills Living continues to expand, to reach 4,000 homes monthly by mid-2025. “We’re currently at 16 to 20 pages, and I’d like to grow it to 30 pages,” Penny says. “We keep a balance of 40 percent ads and 60 percent local content. I want it to be an easy, enjoyable read, something people look forward to every month.”

She’s also collaborating with other local publishers through Best Version Media to organize larger, quarterly business mixers across Las Vegas and Henderson. “There are five of us now working together,” she explains. “By joining forces, we can make a bigger impact.”

Through all the growth, Penny never loses sight of why she started. “I’ve lived here since 1989. I love Las Vegas. I know the culture, and I understand the people,” she says. “Everything I do is for this community.”

Advice for Dreamers and Doers

For Penny, success isn’t about scale; it’s about connection and support. “When you have a business, it can get overwhelming,” she says. “Find a mentor or someone local you can brainstorm with. Don’t just rely on YouTube videos. Talk to people who understand your area, your culture, your audience.”

She offers an open invitation to new business owners: “Give me a call,” she says warmly. “I’d love to learn about what you do, maybe write a nice article for you, and help you get the word out. We all succeed when we lift each other up.”

That collaborative, generous spirit is what defines Penny Tendall’s approach to business—and why Desert Foothills Living has quickly become more than a magazine. It’s a reflection of the Summerlin community itself: proud, connected, and full of stories worth sharing.

Where to Find Desert Foothills Living

Readers can explore Desert Foothills Living through Best Version Media at www.bestversionmedia.com. You can also follow Penny on Instagram at @pennylasvegas and @summerlinpublisher, or find her on Facebook as Penny at Desert Foothills Living for the latest events, features, and local highlights.

This feature is part of The Business View Journal’s Local Spotlight Series — your trusted source for discovering the best small businesses in your community.