We’ve told you before about JetBlue’s vending machines that dispense free books as part of the company’s "Soar With Reading" program. Each summer since 2015, the company has picked a different city to place the vending machines and this year, they’ll have the machines doling out free books to kids at a pair of locations in Las Vegas.
The machines allow kids up to 14-years-old to access books, which are available until August 6th or while stocks last. The locations are carefully chosen in collaboration with local leaders, educators, and organizations. They try to place them in high-traffic areas frequently visited by children and families, especially during the summer.
JetBlue says their approach to focusing on one city each year has yielded more of an impact than spreading the machines around the country. Cities chosen for the vending machines are usually JetBlue's destinations suffering from "book deserts," or high poverty areas with limited children's books. The books they choose for the machines are a diverse range, selected with help from publishing partners to ensure they fit the vending machines and are age-appropriate.