Las Vegas Curacao store launches free delivery program as immigrant families fear leaving homes

Meadows Mall location brings Essential Needs Assistance Program to Nevada, offering confidential support amid immigration enforcement concerns

As immigration enforcement intensifies across the nation, a Las Vegas retailer is stepping up to support families too frightened to leave their homes for basic necessities. Curacao, the Hispanic-focused department store chain with a location at Meadows Mall, has launched its Essential Needs Assistance Program in Nevada, providing free household items and groceries with doorstep delivery to vulnerable families.

A response to community fear

The program’s arrival in Las Vegas comes at a critical time. Store manager Gerber Barrera doesn’t mince words about the current climate: “A lot of people are feeling a little bit scared right now because of the current situation going on.”

Assistant Manager Jenny Gonzalez has witnessed this fear firsthand within her own social circle. “They are even scared to go out,” she explained to 8 News Now. “Places they used to go all the time, they don’t go — even to go to the grocery stores.”

This paralysis affects daily life in profound ways. Families who once moved freely through their communities now calculate every trip outside their homes, weighing necessity against risk. For many, even routine grocery shopping has become a source of anxiety.

More than just a store response

Curacao’s Essential Needs Assistance Program goes beyond typical corporate charity. The initiative provides:

• Essential appliances: Microwaves, compact refrigerators, small appliances
• Entertainment and information access: Televisions to stay connected
• Basic groceries: Rice, beans, canned goods, and other staples
• Free home delivery: Eliminating the need to leave home
• Complete confidentiality: No documentation requirements or identity disclosure

“We have a lot of customers that are not able to leave their homes,” Barrera said. “So when they are in need, we feel extremely happy that we can support our families.”

How the program works

The application process has been designed with privacy and accessibility in mind. Families can apply online at Curacao’s website through their “Estamos Contigo” (We Are With You) portal. The application asks only for basic information:

• Name and contact information
• Brief explanation of need
• Description of current situation

“We’re going to be reviewing case by case just to make sure we reach those families who need it the most,” Gonzalez explained. The company processes applications in the order received, with approved families receiving delivery within days.

A retailer with deep community roots

Curacao’s response isn’t surprising given its 45-year history serving Hispanic communities across the Southwest. Operating 13 stores in California, Arizona, and Nevada, the company has built its business model around understanding and serving immigrant families who often face barriers in traditional retail environments.

The retailer has long offered services tailored to its customer base, including:

• Bilingual customer service in English and Spanish
• Credit options for underbanked communities
• Money transfer and export services
• Travel assistance

This existing infrastructure—particularly their logistics network and bilingual staff—enabled quick implementation of the assistance program when the need became apparent.

From California to Nevada

The Essential Needs Assistance Program first launched in California stores before expanding to Las Vegas. The program’s westward movement reflects the interconnected nature of immigrant communities across the Southwest and the shared challenges they face.

In California, where Curacao operates multiple locations, the program has already served numerous families unable or afraid to venture out for basic necessities. The Las Vegas expansion brings this lifeline to Nevada’s immigrant community, estimated to comprise nearly 20% of the state’s population.

The bigger picture

Curacao’s initiative arrives as Las Vegas grapples with how to support its diverse immigrant population amid heightened federal enforcement. While government agencies face restrictions on assistance they can provide, private businesses like Curacao are finding ways to fill critical gaps.

The program also highlights the economic impact when significant portions of the population curtail their daily activities. When families stop shopping, eating out, or accessing services, entire communities feel the economic ripple effects.

Corporate responsibility in action

“This new program reaffirms Curacao’s pledge to stand by its customers not only as a retailer, but as a neighbor, providing hope, dignity and real help when it matters most,” the company stated in announcing the program.

The initiative is funded through multiple sources:

• Direct corporate resources
• The Curacao Foundation (which receives a portion of every purchase)
• Careful inventory management to maximize assistance

Since 2002, the Curacao Foundation has worked with over 100 charities and organizations, focusing on financial literacy, health, education, and immigration support within 10 miles of each retail location.

Rebuilding trust

The company’s community commitment comes after past challenges. In 2021, California’s Attorney General fined Curacao $10 million for unfair credit and insurance practices affecting some immigrant customers. Since then, the company has worked to rebuild trust, with programs like Essential Needs Assistance demonstrating renewed focus on ethical community support.

Limited resources, ongoing need

While the program offers crucial support, Curacao acknowledges its limitations. “Our community is large, and Curacao’s resources are limited,” the company stated. The program will continue as long as resources remain available, with applications reviewed on a rolling basis.

Each application receives individual review to prioritize the most urgent needs:

• Families with children lacking food
• Households missing essential appliances
• Those completely unable to leave home
• Medical or mobility challenges

A model for others?

Immigration advocates see Curacao’s program as a potential model for other businesses serving immigrant communities. “It’s a powerful example of corporate responsibility,” one nonprofit leader noted, suggesting that similar initiatives could create a network of private support complementing public services.

The program demonstrates how businesses with deep community ties can respond nimbly to crises, leveraging existing relationships and infrastructure to deliver immediate assistance.

Impact on Las Vegas

For Las Vegas’s Meadows Mall location, the program represents both a community service and business strategy. By supporting customers through difficult times, Curacao maintains relationships that may span generations—a particularly important consideration in family-oriented Hispanic culture.

The program also positions Curacao as more than a retailer in the Las Vegas Hispanic community. As families share their experiences with the assistance program, the company builds goodwill that transcends traditional customer relationships.

Looking ahead

As immigration enforcement policies continue evolving, programs like Curacao’s Essential Needs Assistance may become increasingly vital. The Las Vegas store stands ready to serve as long as resources allow, with manager Barrera and his team committed to processing applications and coordinating deliveries.

“When they are in need, we feel extremely happy that we can support our families,” Barrera emphasized, capturing the program’s spirit of community solidarity.

For now, frightened families in Las Vegas have one less worry. When the refrigerator breaks or groceries run low, help is just an online application away—no questions asked, no documentation required, delivered directly to their door.

How to apply

Families needing assistance can visit Curacao’s website and look for the “Estamos Contigo” section. The application is available in Spanish, with the process designed for simplicity and confidentiality. Curacao’s Meadows Mall location continues accepting applications while resources last.

Image Sources: https://www.yahoo.com/news/articles/las-vegas-home-plagued-squatters-005555812.html

Category: Local News
Subcategory: Community Issues
Date: 08/01/2025