Business Pulse magazine May|June 2019 by Business Pulse magazine

PULSE B

MAY/JUNE 2019

ACHIEVING WORK & PERSONAL

BALANCE Janelle Brulandâ&#x20AC;&#x2122;s roadmap to an abundant life

MAY/JUNE 2019 The BUSINESSPULSE.COM |A PULSE of Whatcom County

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PULSE B

VOL. 44 | NO. 3 PUBLISHER | Tony Larson

— WBA BOARD OF DIRECTORS — BOARD CHAIR | Doug Thomas, CEO, Bellingham Cold Storage EXECUTIVE COMMITTEE | Jane Carten, President/Director, Saturna Capital; Pam Brady, Director NW Government & Public Affairs, BP Cherry Point; John Huntley, President/CEO, Mills Electric; Tony Larson, President, Whatcom Business Alliance; Doug Thomas, President/CEO, Bellingham Cold Storage; Josh Turrell, Partner, Larson Gross PLLC BOARD OF DIRECTORS | Janelle Bruland, President/CEO, MSNW; Tyler Byrd, Founder/President, Red Rokk Interactive; Andy Enfield, Vice President, Enfield Farms; Bryant Engebretson, Owner, Tradewinds Capital; Jonathan Ensch, VP/Sr. Relationship Manager Commercial Banking, Washington Federal; Mitch Faber, Partner, Adelstein, Sharpe & Serka; Sandy Keathley, Founder, K & K Industries; Lynn Murphy, Sr. Government Affairs Rep, Puget Sound Energy; Laura McKinney, NW Regional Government & Public Affairs, Alcoa Intalco Works; Becky Raney, Co-owner, Print & Copy Factory; Sarah Rothenbuhler, Owner/CEO, Birch Equipment; Patti Rowlson, Owner, PR Consulting; Galen Smith, Owner, Coldstream Farms; Billy VanZanten, President, Western Refinery Services, Josh Wright, VP/Broker, Bell-Anderson Insurance For editorial comments and suggestions, write editor@ businesspulse.com. The magazine is published bimonthly at 2423 E. Bakerview Rd., Bellingham, WA 98226. 360.746.0418. The yearly subscription rate is $30 (U.S.). For a free digital subscription, visit businesspulse.com. Entire contents copyrighted © 2019 Business Pulse. All rights reserved. POSTMASTER Send address changes to Business Pulse, 2423 E. Bakerview Rd., Bellingham, WA 98226.

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2.0

SUCCESS

FEATURE

inside

PULSE

: A New System for Entrepreneurs

BY DAVE BRUMBAUGH

How do you measure success? The business world has plenty of numerical gauges. Profits. Sales. Personal income. Percentage growth. Janelle Bruland does well by these standards. Bruland is Founder and Chief Executive Officer of MSNW, a Ferndale company she started in her living room in 1995 with a handful of employees. Today, MSNW is an industry-leading company with 480 employees, offering complete facilities management, janitorial, landscaping, maintenance, and specialty services in Washington, Oregon, and Idaho. MSNW was named one of the Fastest Growing Private Companies by both Inc. magazine and the Puget Sound Business Journal. Bruland personally has won numerous awards, including the James E. Purcell Leadership Award by an industry trade group, the Washington State Small Business Person of the Year by the U.S. Small Business Administration, and the Nellie Cashman Woman Business Owner of the Year. Yet Bruland is focused more on success in life, not just business. She has proven that you can be successful in the business world and maintain balance in your personal life without constantly feeling stressed and overwhelmed. “I have made mistakes and learned Photo by Target Marketing, New York

24 | BUSINESSPULSE.COM MAY/JUNE 2019

many valuable lessons along the way,” Bruland said. “Through it all, I learned to think beyond the narrow bounds of a successful career to a significant life.” Now Bruland wants to share those lessons and a different pathway to “success” with business leaders. In 2014, she co-founded, with husband Graham Youtsey, a leadership development company, Legacy Leader, when Youtsey became one of the first global Zig Ziglar certified coaches. Legacy Leader teaches entrepreneurs and business professionals how to build legacy, transform their leadership, and love their life. Bruland then wrote The Success Lie, which was released in April. “I have a burden for those overwhelmed and exhausted running on the treadmill society shows as the way to success,” Bruland said. “Work harder, longer, sacrificing everything, even your health or family. I was compelled to write this book as I have been there and want to share that there is another way.” A MODEST BEGINNING Bruland became a business owner like many others before and after her. She saw an opportunity, but wasn’t particularly prepared for what awaited her. After the grind of several years working

MAY/JUNE 2019 BUSINESSPULSE.COM | 25

Local author’s roadmap to achieving work and personal balance

PERMITTING PROGRESS? BY DAVE BRUMBAUGH

Time is money—a phrase businesses often tell their employees to convey the urgency of getting a task completed. But it’s also a message they’d like the City of Bellingham’s Planning and Community Development Department (PCDD) to take to heart when they seek approval of a major development or building permit. Business Pulse has heard a number of complaints and tales of woe from people seeking permits in Bellingham. They say delays, appeals, and additional requirements extend the time to complete a project and also make it impossible to schedule subcontractors, who are reluctant to commit their time very far in advance because of the unpredictability of when a key permit will be issued. However, this problem has become an elephant in the room, rather than one that’s openly discussed and debated. When approached by Business Pulse to publicly voice their permitting problems, most developers and contractors declined, expressing fear that city staff would make the process even harder for them the next time. Local trade organizations such as the Whatcom Business Alliance, the Building Industry Association of Whatcom County, and the Whatcom Family Farmers advocate for their members and the construction industry. Each say there are specific examples—not easily dismissed as anonymous complaints—that provide compelling reasons for governments and agencies to change their practices. On the other hand, Bellingham city staff deny that applicants would have a tougher time gaining permits if they voiced their complaints. “I am troubled to hear that community members assert that the Planning and Community Development Department is vindictive or preferential in its operation,” said Kurt Nabbefeld, Development Services Manager for

“I believe that understanding the consequences of each permitting decision is a major part of the solution. With each decision made by the planners there are financial consequences.” John Moon, Executive Director, Habitat for Humanity in Whatcom County

Photo by Scott Book

28 | BUSINESSPULSE.COM MAY/JUNE 2019

the department. “Nothing can be further from the truth. “As professionals, we are bound by a code of ethics that directs us to work only in the public interest – which is based entirely in a transparent process and consistency with adopted regulations. Guided by facts, we reach conclusions that are consistent with our codes. Should any individual believe that they are being unfairly treated, my door is always open.”

Affordable housing struggles

If any project could expect a friendly reception from Bellingham planners, you’d think it would be one creating affordable housing. Habitat for Humanity in Whatcom County and Kulshan Land Trust are partnering to create Telegraph Townhomes at 1050 Telegraph Road in north Bellingham. Designed to serve the more than 40% of Whatcom County residents (82,000 people) who struggle to afford stable shelter, the 54-unit Telegraph Townhomes is the largest project ever undertaken by Habitat for Humanity in Whatcom County. First announced in 2016, the innovative project will provide mortgage options as low as $350 per month, according to the organization’s website. However, it took 18 months and $218,000 in costs (including approximately $60,000 in services donated by engineers, architects and consultants) to gain approval of a permit that allowed construction to begin in March. And according to John Moon, Executive Director for Habitat for Humanity in Whatcom County, the cost total doesn’t include an estimated $50,000 worth of pro bono work done by an attorney, Moon’s time, and the time of Dean Fearing, Executive Director of Kulshan Community MAY/JUNE 2019 BUSINESSPULSE.COM | 29 Land Trust.

Is permitting still a problem?

‘I DO’

Lifting the veil for a behind-the-scenes look at who makes those ‘special days’ happen

BY CHERYL STRITZEL MCCARTHY

ationally, the wedding industry is a giant worth more than $50 billion annually, according to several sources. Locally, purveyors of all things wedding nab a sweet slice of that economic cake, with suppliers throughout Whatcom County agreeing that this steadfast business sector is growing steadily. Local statistics on this specific industry don’t exist, since wedding vendors are classified in various categories, ranging from “accommodations and food service” to “business services,” said Hart Hodges, Director of the Center for Economic and Business Research at Western Washington University. Barb O’Brine, a wedding cake specialist, has observed a broad expansion industry-wide during her 20 years in the baking business. “Just look at the increase in the number of wedding venues,” she said. Wedding venues in Whatcom County used to mean Lairmont Manor, Hotel Bellwether, Broadway Hall, and, of course, local churches. “Now, outdoor weddings are a huge trend,” O’Brine said. “Farms are getting into it, and barns are a big trend, as well.” (One vendor in the Seattle area rents out a portable, mobile wedding barn.) As marriage plans unfold for a couple and their families, date and venue selection sit No. 1 on the list of considerations. After

32 | BUSINESSPULSE.COM MAY/JUNE 2019

Photo by Tiffany Brooks

where, in no certifiable order, the choices seem endless: rings and officiant, dresses and tuxes, photographer and planner, flowers and food—with the cake as centerpiece. Barb’s Pies & Pastries started in Ferndale in 1999, and—with wedding-cake orders filling a calendar behind display cases of pies and other baked goods—she said her early years relied on about 70% on wholesale. As wedding cake orders mounted, Barb said her business has evolved into about 90% retail—and weddings account for more than half of the retail. In other categories, several vendors at a recent wedding business expo in Fairhaven said they see a lot of do-it-yourself brides here. A noticeable trait that surfaced in conversations at the Lairmont Manor event is that Whatcom County brides have lower budgets and spend judiciously among a very broad range of services. Trish Manley, who owns A New Leaf Flower Shoppe in downtown Bellingham, has watched her wedding sales increase 20% over the last decade, with the “I do” crowd now responsible for 40% of her total business. Trish has eight part-time employees. Weddings keep them employed over the Summer, which she said is usually a slow time for florists. She also pointed to the proliferation of local venues. (One website lists 103 throughout Whatcom County.) MAY/JUNE 2019 BUSINESSPULSE.COM | 33

The business of weddings

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publisher’s note

Taking Action To Foster a Positive Business Climate TONY LARSON

Publisher, Business Pulse

n April 30, a business research group called the Conference Board reported their consumer confidence index rose to 129.2, up 5 points from March. Because consumer spending accounts for nearly 70% of U.S. economic activity, those interested in macro economics pay close attention to this index. This news came just a few days after a government report that showed the U.S. economy grew 3.2% in the first quarter of 2019. Economists polled by Reuters had expected growth of just 2%. This news is consistent with the Business Pulse magazine survey of Whatcom County business leaders earlier this year who shared strong optimism about their prospects in 2019. In addition to sharing their optimism, they also shared their concerns. For the first time in 5 years of the survey, rising taxes and the unfriendly regulatory environment was bumped out of the no. 1 spot of business concern and replaced by the challenge of finding skilled workers, or even motivated workers, willing to be trained. This concern is real and made more difficult by the 4.5% unemployment rate in Whatcom County. The Whatcom Business Alliance (WBA) has been putting time and effort into both of these concerns posed by local business. First, in April 2019, the WBA launched YES Whatcom (Youth

Employment Services). YES Whatcom transitioned from our broader WBA Youth Engagement Initiative. The focus is to bridge the gap between education, commerce, career training, and our emergent workforce, particularly youth. YES Whatcom creates one place where youth, employers, parents, and educators can connect, share opportunities, and explore viable and longterm careers in our community. YES Whatcom will reduce challenges in finding skilled employees, bring relevancy to learning through real world experiences and training, and streamline communication and career networks. If your business is facing this challenge, connect with us and let us show you how you can easily create a profile on this digital platform, create job listings, and support the thriving workforce of the future. Second, the WBA recently launched the WBA Policy Center. An opportunity for local businesses to not only stay informed regarding issues impacting their business, but also an opportunity to change the trajectory of policy bad for your business and our economic prosperity. In May, we’ll be hosting our Leaders of Industry Issues Forum. You’ll hear from U.S. Department of Commerce representatives who will discuss everything from the de-regulation efforts and the impact on our economy, trade policy, tax reform, China, and the coming U.S./

6 | BUSINESSPULSE.COM MAY/JUNE 2019

Mexico/Canada Free trade agreement (USMCA). We’ll also have Paul Guppy from the Washington Policy Center to discuss issues focused more on the State. Also, on May 21, you are invited to our monthly WBA board meeting program where we’ll take a look at all the new taxes imposed from the state of Washington over the past 2 years, compliance, and those not yet approved, but on the horizon. Get more information about these events at whatcombusinessalliance.com. The Bellingham International Airport (BLI) always should be part of economic development discussions. In this issue, I think you’ll find the conversation with Sunil Harman, Director of Aviation at BLI, interesting and informative. Also in this issue, I think you’ll enjoy the profile of Janelle Bruland. Janelle is a WBA board member, CEO of Management Services Northwest (MSNW), and author of The Success Lie, her new book that hit the bookstores and Amazon in April. Janelle talks about how to be successful in the business world while maintaining balance in your personal life without constantly feeling stressed and overwhelmed. It is refreshing to get ideas from someone who is living it. I hope you buy a copy of her book. Congratulations Janelle. Enjoy the issue. Tony Larson

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Photo to come

Dual Boost For Downtown Bellingham Vitality By Dave Brumbaugh

The historic Leopold Hotel building, which recently closed its doors in downtown Bellingham as a retirement residency and is undergoing renovation, will reopen this Summer at 1224 Cornwall Ave. as The Leopold Apartments, with 61 units, and Hotel Leo, with 31 rooms. Hotel Leo will be the first new hotel in Bellingham’s city center in at least 15 years and will fill a much-needed hospitality gap in downtown Bellingham. “Downtown Bellingham is becoming known throughout the region for its walkability and vibrant mix of restaurants, stores, bars, and breweries,” said Hotel Leo Co-owner Peter Frazier. “Adding a modern, high-quality hotel within walking distance of everything is a way to support and grow with the neighborhood.” The Leopold Apartments and Hotel Leo will bring together local residents and visitors in a mixed-use concept that is new to Bellingham. Studios and one- and two-bedroom units will be available for rent through Daylight Properties beginning June 1. Most apartments will include stunning views of Mt. Baker, Bellingham’s waterfront, and the city center, with easy access to the vibrant downtown scene. Monthly rental rates will range from $950 to $2,000 and include all building amenities and utility services. The apartments are located in the nine-floor tower originally built in 1929. The Hotel Leo will be in the three-floor motor inn constructed in 1959. Apartment residents and hotel guests will share use of a fitness facility, social lounge, deck, and library. A tenant (to be announced soon) will lease much of the building’s 10,000-square-foot ground floor for a restaurant, bar, and events such as weddings, concerts, and meetings. With Bellingham’s apartment vacancy at record lows, bringing more housing will add to the economic vitality and commerce of our

downtown,” said Jena Curry, Leasing Manager of Daylight Properties. Frazier and his wife, Aimee, were part of a team who designed and developed Bellingham’s Heliotrope Hotel in 2016. The Fraziers and Bob Hall are co-owners of the Leo and Heliotrope Hotels. Jamie Verkist is General Manager of both hotels. Hotel Leo’s studio and one-bedroom units are being designed by Frazier and interior designer Michelle Banks of Bellingham’s Spiral Studios. Many furnishings are being locally sourced from downtown home-décor businesses, The Greenhouse and Ideal. Hotel Leo pays homage to the original use of the site at 1224 Cornwall Avenue as the Byron Hotel in 1889, becoming the Leopold Hotel after Leopold F. Schmidt purchased it in 1910. The current building was constructed as the new Leopold Hotel 1929, with an addition in 1959. The site was listed on the National Register of Historic Places in 1982. The renovations of the property and styling of the hotel will combine the old and new,” said building owner Bob Hall. “We’re restoring as many of the building’s original features as possible.” Work is underway to restore the terrazzo floors in the lobby, a terra cotta stairway, original tiling in the majority of the apartments, and the original wood floors in the grand ballroom. Reservations for Hotel Leo rooms are being accepted now. “We see the reopening of The Leopold as apartments, as well as a hotel, restaurant and events center, to be an expanded contribution to the vibrancy of our downtown community,” said Alice Clark, Executive Director of the Downtown Bellingham Partnership. An early look at restoration work in the lobby was available to attendees at a benefit fundraiser May 3 for Bellingham public radio station KMRE. The event, featuring The Atlantics, was held in Hotel Leo’s Crystal Ballroom and included dancing, food, libations, and drawings.

MAY/JUNE 2019 BUSINESSPULSE.COM | 9

leading edge NEWSMAKERS

People On the Move...

Ensch

Smith

Peoples Adds Five New People Bellingham-based Peoples Bank has appointed five new commercial-banking officers to serve customers in Northwest Washington. Jonathan Ensch joins Peoples Bank from Washington Federal as a Senior Vice President and Commercial Banking Officer at the downtown Bellingham office. He has 15 years experience in the banking industry and will focus on business clients in the construction, transportation, third-party logistics, wholesale distribution, and manufacturing sectors. “The opportunity to work for a strong community bank that’s locally owned and headquartered in Whatcom County was a large part of what drew me to Peoples Bank,” said Jon. He serves on the boards of the American Red Cross Northwest Washington Chapter and the Whatcom Business Alliance and received a bachelor’s degree in Finance and Economics from the University of Alaska. Drew Smith, previously with Skagit Bank, is a Vice President and Commercial Banking Officer for the Bellingham Commercial Banking Group, located in the Barkley Financial Center in Whatcom County. Drew brings nearly 10 years of experience as a commercial credit analyst and commercial lender. “Peoples Bank has had a very positive impact on the community and is well known for its high-quality customer service,” said Drew. “I’m committed to

Kllogjeri

Kraushaar

continuing this tradition and making sure our customers’ banking needs are met, so they can focus on the parts of their business that they know best.” He has bachelor’s and master’s degrees in Business Administration from Western Washington University. Aldi Kllogjeri is a Vice President and Commercial Banking Officer in the Skagit/ Island Commercial Banking Group, based out of the Burlington office. Previously a commercial lender at Skagit Bank, Aldi brings 18 years of experience in banking, with a specialty in commercial real estate, construction, commercial and industrial (C&I), and professional services lending. “I always want to be viewed as a trusted, reliable, and integral part of my customers’ businesses,” said Aldi. “It’s truly an honor to be able to provide high-quality, personalized banking services that benefit the community where I live and work.” He is a member of the Sedro-Woolley Rotary Club, serves as Treasurer for the Skagit Valley Hospital Foundation, and has a bachelor’s degree in Business Administration from Washington State University. Cliff Kraushaar is a Vice President and Commercial Banking Officer at the Mill Creek Office in Snohomish County. He brings more than 25 years of experience in financial services, with a focus on commercial and consumer mortgage underwriting, commercial and industrial (C&I) lending, mergers and acquisitions, and helping customers manage bank-term debt and operating lines of credit. “A central part of my role as a banker

10 | BUSINESSPULSE.COM MAY/JUNE 2019

Kennedy

is to help customers better understand their own businesses, and what differentiates them in their respective industries,” said Cliff. “I take great pride in helping customers find the best financial path for growth, whether it be through a merger, an acquisition, a new piece of equipment, or the right property.” Cliff has a bachelor’s degree in Political Science from the University of Washington and an MBA from the University of Phoenix. He graduated from the Pacific Coast Banking School, the premier national graduate school of banking, in 2009. Patrick Kennedy joins Peoples Bank as a Vice President and Commercial Banking Officer, serving customers throughout the Puget Sound region as a financial advisor. Based on Whidbey Island, Patrick brings more than 30 years of experience in commercial lending, serving businesses and family offices in diverse industries, including manufacturing, distribution, retail, wholesaling, and project finance. “I’m committed to upholding Peoples Bank’s long tradition of providing full-relationship banking and a level of service that exceeds customers’ expectations,” said Patrick. He has a bachelor’s degree in Political Science from Kent State University and an Executive MBA from Northern Illinois University and currently is pursuing a Ph.D. in Organizational Leadership. Peoples Bank, founded in Bellingham in 1921, is locally owned and operated, with $1.7 billion in assets and 23 branches located throughout Washington. P+

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Local Couple Brings Vitality Bowls To Bellingham A Bellingham couple opened a Vitality Bowls cafe next to the Barkley Village movie theater in April—with plans for more. Local entrepreneurs Amanda and Joshua White signed an agreement with the California-based chain to open one of its superfood cafes, known for their extraordinary tastes. Following the opening at 3011 Cinema Place, the Whites are hoping to add additional locations in the area. “The fresh ingredients that Vitality Bowls offers are unlike any other fast-casual eatery options in the Bellingham area,” said Amanda, a seasoned businesswoman with 13 years of experience in marketing for a natural foods company. “My first bite of an açaí bowl at Vitality Bowls was a game-changer. We want to bring that same experience to everyone in Bellingham.” The menu features the widest variety of superfoods, including graviola, acerola, mangosteen, camu camu, spirulina, aronia, moringa, maca, bee pollen, and more. Fresh juices, smoothies, soups, panini, and salads are available in each café. And all items on the menu are made to order and are prepared in a kitchen designed to avoid cross-contamination for customers with food allergies. “The Whites are exactly the right entrepreneurs to grow the brand in Bellingham,” said Tara Gilad, Co-Founder of Vitality Bowls. “Their business intellect is outstanding. We’re eager to see them fill the demand for a healthy fast-casual café in Bellingham.” There currently are more than 60 Vitality Bowls restaurants across the United States, with 50-plus franchise units under development. To learn more about Vitality Bowls franchise opportunities, visit vitalitybowls.com. P+

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leading edge NUMBERS

Big ol’ Jet Airliners Here are some high-flying annual stats for Whatcom County’s own Bellingham International Airport (BLI). Be sure to read the Q&A with BLI Director of Aviation Sunil Harmon beginning on page 38.

375,463 Persons who flew on airplanes from BLI.

(Source: Port of Bellingham Air Service Incentive Program 2018 – 2020 Presentation)

1,853,572

5,000,000 Gallons of jet fuel BLI used for planes.

(Source: Port of Bellingham Air Service Incentive Program 2018 – 2020 Presentation)

$1,100,000

Pounds of freight BLI processed.

Net revenue made from Bellingham International operations.

(Source: Port of Bellingham FAA Air Traffic Activity Systems Data)

(Source: Sunil Harman, Aviation Director, Port of Bellingham)

2.8

Independent businesses that operate out of BLI. (Source: Sunil Harman, Aviation Director, Port of Bellingham)

Percent average of total BLI airplane seats filled during 2018—higher than the national average of 84%. (Source: February 2019 Bellingham Air Service Development Report)

BLI customers, in millions, for Bellingham and Vancouver metro areas. This is bigger than the population of Portland and Sacramento. (Source: February 2019 Bellingham Air Service Development Report)

Compiled by Cailean Mcleod, Spring Intern (WWU) 14 | BUSINESSPULSE.COM MAY/JUNE 2019

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leading edge OUT AND ABOUT 1

Photos Mike McKenzie

Business Pulse and the WBA Honor Whatcom County’s Business Person, Small Business and Start-up Business of the Year at Semiahmoo Resort & Spa On March 21, at Semiahmoo Resort & Spa, more than 400 guests helped Business Pulse magazine and the Whatcom Business Alliance honor local business leaders at its annual Business Person of the Year awards banquet. This year’s Lifetime Achievement Award was presented to Grace Borsari, of Alpha Technologies. 1. Our happy winners—Doug & Robin Robertson, Bellingham Training & Tennis Club, Small Business; Grace Borsari, Alpha Technologies, Lifetime Achievement Award; Terri Green & Loren DeMuth, Twin Sisters Brewing Company, Start-up Business; Matt Mullett, All American Marine, Business Person of the Year. 2. Robin & Doug Robertson, Bellingham Training & Tennis Club, Small Business of the Year recipients accepting their award. 3. Title Sponsors: Sabah Randhawa, President, WWU; Bob MacIsaac, Heritage Bank; Kyle Jackson, Tradewinds Capital Management. 4. Co-Sponsors; Troy Muljat, Muljat Group Commercial; Josh Turrell, Larson Gross,CPAs & Consultants; Seth Woolson, Chmelik, Sitkin & Davis P.S.; John Overturf, Saturna Capital. 5. Larson Gross CPAs & Consultants, Co-Sponsors: left to right: Kyle Hanko, Kevin Schwartz, Josh Turrell, Todd & Nicole Burgers, and Linda & Marv Tjoelker 6. This year’s capacity crowd!

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POWER THROUGH YOUR AGENDA. CELEBRATE WITH S’MORES. TEAMBUILDING ACCOMPLISHED. Just 30 minutes from Bellingham, Semiahmoo is a convenient meeting location with a penchant for fun. So after you’ve knocked out your serious business, kick back and relax on the beach with s’mores, play a round of golf, or race through our photo scavenger hunt. Come to work, stay to play. For more information, call 360.318.2060 or email sales@semiahmoo.com

semiahmoo.com

MAY/JUNE 2019 BUSINESSPULSE.COM | 17

leading edge MARKETING

My 7 Favorite Digital-Marketing Tools BY SHERRI HULEATT

ith new marketing tools being launched—what seems like— nearly every day, finding the right one can be a headache. Lucky for you, as a digital marketer, I’ve slogged through my fair share of marketing tools over the years, so I can present you with my list of time-tested and marketer-approved tools. These tools will help you write better, optimize your marketing efforts, and save time. HubSpot grader: website optimization—Free Are you curious about how your website is performing? This free tool offers a detailed rundown of your website’s SEO opportunities, site performance, responsiveness, and security. You’ll get specific optimization tips, including how to reduce page size to speed up your website, to install a security certificate, to establish URL redirects, and more. AdEspresso: Facebook and Instagram a/b testing of ads— $49-to-$499/mo. Both a massive time-saver and impressive data hub, AdEspresso makes a/b testing on Facebook and Instagram ads a breeze. Instead of manually creating each ad within Facebook’s business manager, AdEspresso allows you to enter all variables you’d like to test (for example, three headlines, four images, and two calls-to-action), and the platform will create all possible iterations of each ad and test them at once. This is a priceless tool for social media marketers wanting to optimize their ad spend and impress their boss with actionable insights on audience engagement, ad type, placement, and more. Grammarly: writing tool—Free chrome extension and application, or upgrade to Premium for $139.95 a year Even if you’re not a professional writer, poor grammar is one of the

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easiest ways to make or break your credibility. Grammarly is a free tool that goes beyond simple spellcheck to help you write and communicate better. The Chrome extension spots passive voice, incorrect pronouns, and wordiness while you work. You can copy and paste full documents into the application to spot writing errors. If you’re a nerd like me and crave grades, Grammarly also provides a weekly scorecard on how your productivity and writing accuracy compared with other Grammarly users. Gleam: online giveaway promotion—$10-to-$399/mo. (I recommend the $49/mo. Pro Plan.) Hosting online giveaways is an excellent way to increase your brand’s reach, boost email subscribers, and increase your social media following. (I’ve seen online giveaways increase social media followers by up to 300% in one week). Gleam allows you to create online tasks for participants—such as subscribing to your email newsletter, following you on Twitter, watching a YouTube video, viewing a new product, etc. Each action equals a certain amount of entries (you can choose more entry points for high-value actions), so the more actions participants take, the more likely they are to win. Attract the right participants with relevant prizes, such as giving away your products, offering event tickets, or partnering with another brand to increase your reach and splitting the cost of the prize. You can embed the giveaway on your website or use the custom landing page created by the app. HotJar: website user experience— Free-to-$660/mo. A heat mapping and website video recording tool, HotJar shows how your audience interacts with your website, so you can track popular content, user obstacles, and areas of opportunity. The heat maps show which links and content users interact with most and least. You also can view scroll patterns (e.g., how far users scroll down

the page) and record cursor movements and user flows to see how users navigate your website. MailChimp: email marketing tool— Free-to-$199/mo. and up This tool might be a no-brainer for some brands, but if you’re not already doing email marketing—start right now! My favorite tool is MailChimp. It offers pre-designed email templates with simple drag-and-drop content sections, and it is more affordable than Constant Contact. You can optimize your emails with easy a/b tests—test your subject line, email content, calls-to-action, timing, and more. MailChimp’s automated emails can create ongoing “welcome” emails (my personal favorite) to educate and engage new subscribers or send automated “come back” emails to people who haven’t engaged with your brand in a while. Jing: screen capture— Free As a digital marketer, very few days pass without me using Jing. It’s an easy-to-use screen capture and video recording tool that allows the capture of all or portions of your computer screen and mark them up with arrows, text, and highlights. Once you’ve marked up your image, you can save it, copy it, or create a URL to easily share your screenshot or video with others. This is the perfect tool for editing content, sharing instructions, or capturing interesting ideas online. Jing automatically stores your screenshots, so you can refer to them later. Other notable tools: Canva: free graphic design. Survey Gizmo and Survey Monkey: online surveys. Buffer and HootSuite: social media schedulers and analytics. Google Analytics chrome extension: View real-time analytics on your site without navigating to Google Analytics. WebAIM tools: Ensure your marketing materials are ADA accessible. Slack: A messaging app that streamlines internal communication and file sharing. Google Drive: free online document storage and collaboration. Unsplash and Pexels: free stock photos. What are your favorite digital marketing tools? Check out this article online at www. BusinessPulse.com and leave your suggestions in the Comments section! P+

Coming in July|August 2019

PULSE B

Whatcom County’s

TOP 100 Private Companies To advertise in this must-read issue email: jon@whatcombusinessalliance.com

To subscribe visit businesspulse.com MAY/JUNE 2019 BUSINESSPULSE.COM | 19

ENVIRONMENTAL STEWARDSHIP

Photo courtesy of NSEA

leading edge

To Restore a River BY JOHNATHAN FLYNN

“I think all we can do is try to create change.”

– Kate Underwood, Financial Manager, NSEA

he Nooksack River cuts across the landscape of northwestern Washington State, its roaring waters winding through the North Cascades National Park, before snaking through the fields of Whatcom County. It has afforded valuable habitat for salmon, which have provided the region with food and nutrients since time immemorial. But since the arrival of European-descended settlers to the region, the human population has exploded, wreaking havoc on the fragile riverine ecosystem and threatening the very survival of salmon in the region altogether. In response, the Nooksack Salmon Enhancement Association (NSEA) is working to reverse the environmental degradation

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by working with landowners to restore portions of the river to pre-colonial conditions. “Our organization strives to recover salmon through restoration, education and stewardship.” says Rachel Vasak, Executive Director of NSEA. “All three of those balance.” Education and outreach play huge roles in NSEA’s approach to gaining support. “A lot of those kids that we reach out to then come back and help out with different work parties doing stewardship. They come back as interns and as Americorps members,” said Kate Underwood, Financial Manager of NSEA. Funding a nonprofit organization is no easy task. According to NSEA’s website, it incorporated as a nonprofit in 1991 and

eventually grew with the help of a 1993 Jobs in the Environment grant. Since then, the association has relied on federal and state grants to fund its restoration efforts. Foundation and business grants help cover the cost of outreach, education, and community building, Vasak said. Even then, the funding from grants can be inconsistent. According to Underwood, sometimes NSEA won’t be awarded a grant that the finance team thought would be a shoo-in for approval. If grants fall through, then the organization must turn to whatever it has left to fill in the holes. Hence, NSEA has been working to diversify its financial base by seeking more community donations and fundraising, Vasak said. But the funds can’t be used if there’s no habitat to restore, and much of the river and its tributaries cut through private land. According to Vasak, once a potential restoration site is determined, representatives from NSEA must get approval from the landowner before any action is taken. While many landowners are initially receptive, she said, some require a little more convincing. “I’ve had more than a few people answer the door with a gun in their hands,” Vasak said, laughing. Vasak said once both parties agree to restore the section of the river on the property, the landowners can be as involved with the restoration efforts as little or as much as they’d like. In this way, a spirit of cooperation between the two parties is formed and the door to future communication and improvements is left open. According to its Annual Report, NSEA received more than $870,000 in government grants and more than $140,000 in donor contributions in 2018. And the organization began 17 new restoration projects and improved 15.3 miles of fish access to upstream habitat. More than 1,700 students from 30 schools participated in NSEA’s Students for Salmon Program. And some 32 work parties were held to help restore and maintain stream habitats. NSEA currently is reassessing its shortand long-term objectives, Vasak said. Once those objectives are approved, the organization will expand and redirect its efforts accordingly. In the meantime, NSEA will continue its mission of restoring salmon habitat, educating the public, and enhancing environmental stewardship in the community. “I think all we can do is try to create change,” Underwood said. MAY/JUNE 2019 BUSINESSPULSE.COM | 21

PHILANTHORPY

Leon James Photography

leading edge

From left: bassist, Rene Worst; drummer, Jud Sherwood and guitarist, Ron Peters.

All For the Love of Jazz BY SHERRI HULEATT

“My main focus is making sure professional musicians get taken care of.”

—Jud Sherwood, Founder and Executive Director

ud Sherwood, a professional drummer and jazz musician, was having what he called “a very bad day.” He was sitting at Boundary Bay Brewery when he heard “the worst jazz band ever” from around the corner in the room. He became so incensed about the music, he got up from his table, rounded the corner, and was shocked to see who was performing: Out of the Ashes, a music-therapy jazz band for children and adults with disabilities. “If everything about jazz is improvisation, then Out of the Ashes is total improvisation—they’re jazz at its most extreme,” Sherwood said. He fell in love with the group. So much so that, about five years ago, he incorporated the program into his non-profit, The Jazz Project. Sherwood founded The Jazz Project in Bellingham 21 years ago to support local jazz musicians, and he’s supported jazz groups, like Out of the Ashes, ever since. As a professional jazz musician himself, Sherwood wanted to create an organization that treated jazz musicians like real professionals and stage professional events that paid them a good wage. Since many musicians don’t have health insurance, Sherwood

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also created the Medical Fund and Health Savings Pool to support musicians financially when they have health problems. So far, that health program has helped 20 musicians. Sherwood grew up in Bellingham and was a counselor for 10 years before quitting his day job to become a full-time jazz musician. “My main focus is making sure professional musicians get taken care of because, so often, they get left behind and can’t quit their day job, like I did,” Sherwood said. The Jazz Project hosts a remarkable 150 to 200 events a year. Its biggest events (which sometimes feature Sherwood’s band, the Jud Sherwood Trio) include: • • •

The Art of Jazz Series, offered January through May and September through November at various Bellingham locations; Samson Estates Winery Second Sunday Jazz Festival on June 9, July 14, and August 11 at Samson Estates Winery in Everson; Bellhaven Jazz Festival on September 7 at Samson Estates Winery in Everson;

• •

Jazz Project Jazz Jam every Thursday at Illuminati Brewing Company in Bellingham; and Bellingham Big Band Bash on June 1 at Boundary Bay Brewery.

These events not only offer fundraising opportunities to keep the non-profit afloat, the ticket sales also go toward paying the musicians, so they can sustain a professional music career. The Jazz Project also founded and supports the Youth Jazz Band—which comprises 18 to 40 students from 11 school districts across Whatcom County. The Youth Jazz Band plays about 40 events a year at senior centers, assisted living centers, and other community centers. The program helps prepare students for professional music careers and brings music to some of the people who need it most. “Music isn’t a luxury for a few, it should be a necessity for everyone,” Sherwood said. The Jazz Project also offers two $1,000 jazz scholarships to Western Washington University. Sherwood’s hope is that the organization can support musicians early in life, throughout college, and later in life if they pursue music professionally. The organization also refurbishes donated instruments and gives them to low-income children. Sherwood personally helped place more than 100 pianos donated by a Portland organization in a program he called, “The Piano Liberation Organization,” where people could “free a hostage piano.” About 60% of the organization’s donations come from individuals—many of whom have supported the non-profit since the beginning. The rest of their funds come from corporations, including Boundary Bay Brewery, the Community Food Co-Op, Peoples Bank, and others, as well as ticket sales, government grants, and national endowments, like the National Endowment for the Arts. Despite all of the events, programs, and fundraisers hosted by The Jazz Project, the non-profit only has two employees: Sherwood and Mark Kelly, who manages the Youth Jazz Band. Between running The Jazz Project, offering music lessons on the side, and still maintaining a professional music career, Sherwood stays busy, to say the least. “I don’t have children because I have jazz musicians,” Sherwood said. MAY/JUNE 2019 BUSINESSPULSE.COM | 23

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SUCCESS

2.0 : A New System for Entrepreneurs

BY DAVE BRUMBAUGH

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Photo by Tiffany Brooks

Janelle Bruland co-founded in 2014 with husband Graham Youtsey a leadership development company, Legacy Leader.

Terell Weg, left, succeeded her mother, Janelle Bruland, as President of MSNW earlier this year.

in management in another field, and nine months pregnant with her second child, Bruland launched Management Services Northwest (now MSNW) in 1995 from a small office in the upstairs landing of her home. She knew little about the janitorial industry at the time and admitted it to her small team of employees. “Similar to the startup stories of other emerging businesses, I ran MSNW out of my home and operated it from there for many years while my children were young,” the Lynden native said. “I managed all aspects of the business from my home base, often holding team meetings, taking client calls, and warehousing supplies and equipment. “In the beginning I wore a number of hats from sales person to receptionist, chief strategist to accountant. By maintaining our commitment to quality service promised during my very first team meeting, we steadily grew the business.” MSNW grew both geographically and in the scope of services it offered. The company evolved from a strictly janitorial service operation serving Whatcom County to a full-scale facility management company serving clients throughout the Pacific Northwest. As clients requested new services, such as landscaping or snow removal, Bruland added those specialists

to her team as they made sense financially for the business. Just as her company was beginning to take off, Bruland faced a hurdle unique to women business owners: She suddenly became a single mother with three daughters, the youngest two only 4 and 7 years old. “I wasn’t sure how I could possibly raise them on my own while carrying the weight of my growing business,” Bruland told Forbes magazine earlier this year. “During this time, I could have given up and certainly wanted to at times. I had a choice to make. Was I going to let this troubling situation paralyze me or would I persevere through the struggles? It was difficult, but I made the decision I was going to be the best parent I could be, the best employer, and have the best business.” You can place a checkmark by her business goals: MSNW achieved more than $17 million in revenue in 2018. But Bruland’s oldest daughter says the company wasn’t her top priority. “I had a front-row view to how my mom prioritized her schedule this past decade,” said Terell Weg, who has been part of MSNW since its beginning and succeeded Bruland as company President earlier this year. (Bruland continues as CEO in 2019 and then will remain involved with the company in an

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executive board role.) “Specifically, my mom never missed a football or basketball game with my baby sister, Paige. She cleared her calendar for those games to make sure her No. 1 priority, family, was taken care of first. It wasn’t always easy, or convenient, but she named that as her No. 1 thing in my sister’s senior year of high school, and truly dedicated herself to it. “… She encourages all of our team members at MSNW to make family their No. 1 commitment and work second,” Weg said. “Her example of that is so important in this rapid, easy-access world. What is most important to you, and how are you going to make sure that stays No. 1?” Bruland is confident the company will continue to grow and employees will prosper with Weg at the helm “We are confident that Terell is a great fit, not only in her experience but also in her core values and results-oriented leadership style,” Bruland said. “I know that Terell is wellequipped to take the helm and continue our momentum as a leading management company in the Northwest region.” A NEW CHAPTER With a leadership transition to Weg in place, Bruland could

devote time to the hard work of writing and promoting The Success Lie. Bruland knew the challenges she had faced were shared by many. “Entrepreneurs and business professionals often struggle with juggling too many balls and find themselves frustrated and overwhelmed trying to keep up in this fast-paced world we live in,” she said. “Technology is making it even worse with the constant barrage of communication. “Business leaders find themselves enjoying success in some areas of life, perhaps exponential success, but they have done this by sacrificing other things that are important to them, and find a gap between where they are and where they want to be.” While many leadership books seek to motivate readers to work harder and longer to achieve success, Bruland offers them a different path and destination. “First, you will identify and understand the habits and patterns of where you are now,” she said. “Then throughout the book, you will receive step-by-step instructions, tools and disciplines to break free from those things holding you back, and transition to intentional living. The result is you can overcome overwhelm and enjoy true peace of mind.” MAY/JUNE 2019 BUSINESSPULSE.COM | 27

Photo by Tiffany Brooks

Janelle Bruland has the support of MSNW employees in promoting The Success Lie, released in April.

â&#x20AC;&#x153;I believe that understanding the consequences of each permitting decision is a major part of the solution. With each decision made by the planners there are financial consequences.â&#x20AC;? John Moon, Executive Director, Habitat for Humanity in Whatcom County

Photo by Scott Book

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PERMITTING PROGRESS? BY DAVE BRUMBAUGH

Affordable housing struggles

“The City of Bellingham Planning Department has tried its best to be helpful, and we appreciate all their efforts to move this project along,” Moon said. “The city has some wonderful housing champions and has provided critical funding.” But friendly city employees aren’t enough, he added. “The challenge is that the rules, regulations, and processes around permitting are not sensitive to the most economically vulnerable in our community,” he said. “According to United Way’s ALICE report published in 2016, 41% of Whatcom County residents struggle to survive. This means food, healthcare and the largest consumer of cash—housing. We have a crisis. “Understanding the consequences of each permitting decision is a major part of the solution,” Moon suggested. “With each decision made by the planners there are financial and human consequences.” Moon believes city staff needs to see the impact of its decisions. “I think the process would be different if those making the permitting decisions actually knew the children who hope to have a safe place to lay their head at night, knew that their only desire is a place they didn’t feel embarrassed to invite friends, and knew that the child’s future educational, vocational, and health prospects were at risk. “Delivering bad news is the toughest part of my job. I’ve never put it this way to a Habitat client, but the news I’m delivering is this: It’s more important to have a sidewalk for an unplanned future project than it is to build you a home. This is the consequence of some of the planning decisions. I’m not sure how many see it that way.” Moon offered a suggestion that could help future affordable housing projects. “I would ask city leadership to appoint a low-income home ownership ombudsman whose sole responsibility is to shorten the permitting process, make recommendations when affordability and rules are at odds, and free up city resources to provide engineering, architectural, and technical assistance for low-income projects.”

A contractor’s perspective

Like Moon, Garrett O’Brien is somewhat sympathetic toward the PCDD, but sees room for improvement. O’Brien is President of Volanta Corp., a Bellingham contractor, and a candidate for Mayor of Bellingham in this year’s elections. “We’ve been permitting projects in the City of Bellingham for 15 years and have seen continued improvement in the review time for single-family homes and smaller projects,” O’Brien said. “The fees can be a bit shocking, but they’re similar, and in some cases lower, than other cities we’ve worked in. “I think one of the challenges we have in Bellingham is finding ways to streamline the process for larger projects that trigger design review. The design-review process has a lot of layers to it, and I think there are some redundancies there that could be consolidated or removed.” O’Brien also agrees with Moon that it will take more than good people in the PCDD to improve the process. “The City of Bellingham has strong design standards and I think our city staff is fully capable of administrating the code, but in some respects they’re limited by the process that’s in place,” he 30 | BUSINESSPULSE.COM MAY/JUNE 2019

said. “Changes to the process will require commitment from our civic leadership as well as engagement and collaboration from stakeholders. It can be done, but it’s not an easy task. The fees are high, and I don’t know if there’s much we can do about that, but I do think there is more opportunity to offer fee reductions to incentivize affordable housing and innovative projects,” O’Brien explained.

The city’s response

Nabbefeld believes the PCDD has made significant improvements in recent years and points to several survey results. “Recent exit surveys indicate that 83% of our customers are satisfied with their experiences working with our department, and the data also show that last year we successfully met our permit-review target dates 87% of the time,” Nabbefeld said. “This didn’t come easy. After a detailed and oft-times humbling self-assessment (which included many of the department’s most frequent customers and some of its harshest critics), the PCDD redesigned the permitting process in 2014 to be more responsive, predictable, and efficient …and that work is not completed yet. An ongoing cycle of assessment and revision has led to very timely permit review. “Of course, many properties and projects remain challenging, because, as it’s often said: ‘All of the easy lots have been built on.’ Additionally, as a community we’ve set high standards for development and the preservation of our environment. Processes that take longer are due primarily to more complex sites, environmental concerns, and/or challenging infrastructure needs to provide service and/or access.” Nabbefeld pointed to two changes designed to cut processing times and keep applicants informed. “The city has instituted review target dates in which applicants will be notified either that their permits are ready to be picked up or that corrections are required to meet development regulations,” he said. “These timelines include over-the-counter permits for smaller-scale projects, review periods of seven days for single-family developments and tenant improvements, and 28 days for new commercial buildings. We also have a ‘major’ category that allows for simultaneous building and land-use reviews where the project team establishes an appropriate review period. “Another way we’ve improved the processing times is by switching (in 2015) to electronic submittal and review of permits, which most of our customers are very excited about,” Nabbefeld added. “This system allows multiple departments to conduct their reviews simultaneously, rather than individually on a single set of paper plans. It also allows applicants to see online the progress being made and which departments have completed their reviews.” While Nabbefeld welcomes suggestions on how the PCDD can improve, he offered one for permit applicants. “The No. 1 thing applicants can do to help facilitate the processing of their applications is to talk with us early in the design process,” he said. “That way, we can identify any critical issues— such as wetlands, needed infrastructure improvements, or project-specific regulations—before they spend money and time preparing plans. We’ve found that the earlier staff is involved, the less likely that code inconsistencies will be found later in the process.”

“The PCDD redesigned the permitting process in 2014 to be more responsive, predictable, and efficient …and that work is not completed yet.” Kurt Nabbefeld, Development Services Manager, PCDD

Photo by Scott Book

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Photo by Tiffany Brooks

‘I DO’

Lifting the veil for a behind-the-scenes look at who makes those ‘special days’ happen

BY CHERYL STRITZEL MCCARTHY

“And working with event planners has really grown,” Trish said. “We didn’t have wedding planners back in the day.” Getting in good with venue owners and photographers offers a smart way to grow your business, local vendors say. The first thing most engaged couples do is nail down a venue and photographer, and a planner, if they’re using one. Those suppliers, then, are positioned to recommend the rest of the vendors. “There’s a strong sense here of camaraderie and support of other vendors, and so much of my business comes from recommendations,” said florist Natalie Ransom, owner of Pozie by Natalie. About half of her floral business targets weddings. “People will never stop spending on weddings, and flowers are heavily photographed,” Ransom said, pointing out that wedding parties have so many floral choices to make. Maria Caceres-Bjorklund, Chef and Owner of A Taste of Elegance Catering at Lairmont Manor, began catering weddings 20 years ago. She was drawn to the business by the creative aspect. And she echoed a successful business approach repeated by vendor-after-vendor in Whatcom County: gradual growth. “I didn’t know then if it would be economically attractive,” Maria said. “I had three small children at the time, and I found that I could build the business slowly.” The prices for her products and services vary, but for 100 guests she said that $4,000 to $6,000 is a ballpark average. The “in” trends lean toward fun, different, and personal: Maria has catered Harry Potter-themed and comic-book-themed weddings, for example. “Out” are the receiving lines of yore. “That’s

a good thing, since they took forever,” she said. Vegan catering, previously unheard of, is now popular. It used to be that you’d see the same two or three photographers at most weddings, Maria said. “Now there’s an explosion of photographers in this field. It’s rare to see any photographer more than once.” Tiffany Brooks had worked as a photographer for a couple of years before she shot her first wedding in 2013. “It hit me what an honor it is that they trusted me to document one of the most important days in their lives,” she said. “To create these images that will be around long after any of us—that’s what made me decide to continue shooting weddings. I absolutely love them.” More suppliers mean more options for couples, especially budgetary options, and a wider variety of unique services. Kyle VonFeldt, the owner of Blake Design Studios in Bellingham, is one example. She produces custom signs and hand lettering, and she sees a shift in the local economic scene. “Look at the new businesses in downtown Bellingham—they’re like Portland, Seattle, Vancouver. Whatcom County is on the cusp of change,” she said, noting that the growth of small, custom suppliers like her is a trend here. “No two weddings are alike,” Kyle said. “Couples don’t want their weddings to look the same as others.” She produces menus and place cards in acrylic, wood, glass, and mirror. “No one here was working in acrylic,” she said. “But it’s become popular because guests can keep those items.” Amanda Intveld is another newcomer with her Rustic Events

Love Trumps Profit Tiffany Brooks of Tiffany Brooks Photography

Photo by Evantide Photography

had only been a licensed photographer for a couple of years before I was asked to shoot a wedding, and I was terrified, but I did it and fell in love with it! I was hooked! The love and happiness, the excitement, the joy, and the months of planning, all coming together on one day is amazing. To create images to tell the story of their special day that will be around long after any of us… that’s what made me decide to continue shooting weddings. I absolutely love them! It’s true that weddings are not as profitable as other photography sessions because of the time involved. I spend at least two hours meeting with my couple up front to discuss details, and another three hours planning and going over timeline, contracts, and specific requests. Actual time spent shooting is usually eight hours. I hire a second shooter at no additional charge to the couple. For every hour spent shooting, I spend two hours editing and retouching. Finally, there is album design and delivery of images, which I do in person with a little thank-you gift for clients. Weddings make up 15% of my income. I stay busy all year with corporate headshots and commercial shoots. My busiest months are August through November, when I’m shooting high school seniors, families, and school portraits for two local elementary schools. As far as the growth of wedding suppliers and the growth of the wedding industry itself, I think it’s great! More suppliers means more options for couples, and more opportunities to fit into any budget. As the industry grows, there is more information for couples to educate themselves, and to create their perfect day with the team of vendors they’ve chosen, helping them every step of the way. —Edited by Cheryl Stritzel McCarthy

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Barb and her daughter Melissa from Barbâ&#x20AC;&#x2122;s Pies & Pastries in Ferndale

Photo by Scott Book

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“There’s a strong sense of camaraderie and support of other vendors.” –Natalie Ransom, Owner, Pozie by Natalie

Photo by Blake Design Studio

Rentals in Bellingham that she started in 2014. When she was a bride, she had searched for wooden farm tables for her reception. None was available. Now she offers them for rent. “I’m the owner, builder, and deliverer—I do it all,” Amanda said. Using wood that’s grown and milled in Whatcom County, she builds chevron-topped tables and pieces for a variety of lawn games. Like the move toward barns as venues, her wood-built accessories are trending upward. About 75% of her business consists of table rentals. The lawn games add a social element, she said. “What can you do at weddings if you don’t dance? I like coming up with fun and different ideas.” Kathleen Nuzum and Meghann Chronister, a mother-daughter partnership that owns a custom wedding gown studio in Fairhaven, design and sew women’s wear. Wedding apparel makes up 95% of their business. Their shop, Frankie & Maude Bridal Design Studio, is named after family members. “In Bellingham, there aren’t a lot of occasions in a woman’s life where she’ll spend that much on clothing,” Meghann said. “The (wedding) industry is more individual now. We help women express themselves.” Chronister and Nuzum echo a theme expressed by many other local vendors: They were drawn to the industry by its creativity and other non-economic factors—best summed up by Intveld, the maker of rustic wood tables: “The industry is growing. I like my job. We get to be a part of a most special day. We get to share in their joy.” And, in the words of Blake Design’s Kyle VonFeldt: “The wedding industry’s never going to go away. It’s only going to keep growing.”

Blake Design Studio

Look at the Median Cost, Not the Average, In Budgeting for a Wedding—and Do You Know Who Contributes the Most? By Cheryl Stritzel McCarthy (Mother of three brides during the last 1½ years)

Beware of the average: One national statistic shows the average wedding in the U.S. costs $33,391—not including the honeymoon or rings. Another source pegs it at $25,764. But averages skew high, due to outliers. (Not to point fingers, but we’re looking at you, Manhattan, New York, where the average wedding costs $77,000.) More relevant and less panic-inducing is the median cost of weddings nationally, which is $18,000 (i.e., half cost more than $18k, half cost less). Though no official

Photo by Scott Book

data are available, Whatcom County couples likely marry on a budget less than that. But local couples fall in step with national trends in that they desire a unique experience for all involved. Nationally, weddings now have fewer guests at a higher cost per guest. Formal weddings across the country are decreasing steadily, as couples look for farms, barns, wineries, and other non-traditional venues, all of which bode well for Whatcom County. About 40% of American weddings take place in the Fall, making that the most

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popular wedding season (and you probably thought it was June!). The most-hired vendor services are, in order: photographer, venue, hair and make-up, dress, flowers, and cake. Whatcom County couples mirror that national trend, choosing their photographers and venue first, according to vendors interviewed at a recent wedding expo in Fairhaven. What hasn’t changed? Who pays. National stastics show that the bride’s parents contribute the most, the bride and groom pay the next biggest portion, and the groom’s parents put in the least.

Photo by Elsa & Co Photography Photo by Scott Book

photo by scott book

Photo by Scott Book

Top: Natalie Ransom, Owner, Pozie by Natalie. Bottom left: Trish Manley, Owner, A New Leaf Flower Shoppe. Bottom right: Maria Caceres-Bjorklund, Chef and Owner of A Taste of Elegance Catering at Lairmont Manor, with sous chef, Brian Binz.

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QA and

Flying Todayâ&#x20AC;&#x2122;s Ultra-Competitive Skies A conversation with Sunil Harman, A.A.E., IAP, Director of Aviation, BLI Interview by Mike McKenzie

From left to right: Jonathon Perout, Airport Operations Manager, Marie Duckworth, Airport Operations Manager, Sunil Harman, Director of Aviation, Emily Phillipe, Airport Operations Manager, Aaron Collins, Airport Operations Manager.

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Photo by Scott Book

Business Pulse: What’s on the front burner for you and the airport? SUNIL: Operating the airport safely and securely while providing exceptional customer service in an environmentally responsible manner at the lowest cost or price point. I’m focused on preserving our market share, even as we face emerging sources of competition. We’re committed to providing our airlines, travelers, and general-aviation customers the best value at the lowest cost and empowering our current airlines—Allegiant, Alaska, Horizon, San Juan Air, and our charter service carriers, Sun County, Swift and Elite Airlines—by providing them with the most accurate market data for new unserved markets. We also provide generous incentive programs to encourage airlines to develop and expand our network.

time as the population of our region grows and market share increases for all regional airports. What’s the vision for mitigating those concerns? Staying ahead if the curve by delivering the most efficient and customer-centric facilities at the highest level of service and the lowest cost. How do you “lobby” for new carriers and new flights? We don’t ‘lobby’ airlines, we market our ability to fit their strategic network at the lowest rate and highest yield. Other airports in our region charge higher costs to the airlines, and we make the case that BLI makes good business sense. It’s a multi-year process driven by good data. It’s not ‘lobbying’ the way that word is traditionally used.

What good things are happening? New flights? Carriers? We recently completed our annual FAA safety and certification inspection. I’m proud to say that FAA’s certification inspector issued Bellingham International Airport (BLI) a sterling report, with commendation. And the Port Commission president also was sent a letter of recognition earlier this month by the FAA NW Mountain Region Airports Division.

How much of your time is spent dealing with airlines? About 30 percent.

The FAA also recognized the Port for significant achievements, including community engagement, accomplishing significant improvements, and an unprecedented multiagency agreement in resolving a path forward to accomplishing runway-safety-area-improvements.

Can you share the budget? Annual gross revenue? We’re looking for anything that gives perspective on the economic impact of the airport on Whatcom County. The annual economic impact of BLI is $113 million. Each commercial flight represents an average of $17,180 to the local economy, and each passenger contributes $153.50 to the local economy.

Our Winter Hawaii flights with Alaska Airlines also had a great season, with direct service to Maui and Kona three times a week. And Allegiant will begin new Anchorage service twice weekly, from May 22 through August.

What’s BLI’s bread and butter? Core customer, business or leisure, etc…. ? Our core customer is a family travelling on vacation to warm sunny leisure destinations.

How many Port employees at BLI? We have 18 Port employees, including myself.

You said May through June is a critical time of the year and that ‘timing is everything.’ What makes it so? For administrative planning between the Port and the Federal Aviation Administration, May/June is critical for approval of the Airport’s Master Plan, which will enable us to proceeded with a number of development agreements, including a redevelopment of the more than eight-acre former Washington Air National Guard site into a corporate and business aircraft hangar complex. The airport will include a new ready-return, quick-turn-around facility for our on-site rental car companies and gives us the ability to market sites on the west side of the airfield for a cargo logistics and/or fulfillment center, as well as a technology and innovation park.

How many other businesses/companies operate at BLI? Currently, 22 businesses operate at BLI, which includes flight schools, fuel operators, aviation maintenance shops, TSA, Homeland Security, airlines, air-traffic control, etc. There are 445 people who work at the airport in various capacities, either full time or part time. An additional 136 people are employed by companies who work with airport businesses as providers of goods and services. A total of 551 people make all or some of their income at BLI.

What are your major concerns? Competitors eroding customer demand is always a concern with new airlines and airport(s) providing service closer to our market. I expect this to become less of an issue over

How about other nearby options in B.C. (Vancouver, Abbortsford, et al)? Vancouver International Airport and Abbotsford are as different as Sea-Tac and Paine Field. They represent uniquely Q AND A continued on Page 48

What is the expected impact of Paine Field We estimate a leakage of 3-5 percent market share through 2021 and expect to recover that share as they hit their capacity wall.

MAY/JUNE 2019 BUSINESSPULSE.COM | 39

Photo by Scott Book

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PULSE

HOURS AFTER OKS + MORE

Children of the Setting Sun Productions

DINING / BEVERAGES / BO

Paddle To Lummi Tribal Canoe Journey Seeks Community Partners 10,000 people from around the world to land at Lummi Nation in July By Tara Nelson This Summer Bellingham residents will have a chance to witness more than 100 coastal canoes landing, by invitation of Lummi Nation, near the Stommish grounds and Portage Island. The “Paddle to Lummi” tribal canoe journey or Sqweshenet Tse Schelangen / Honoring Our Way Of Life is slated for July 24 through 28. The traditional canoe gathering honors the unique relationship that tribes up and down the west coast have with the land, water, and each other. Canoe families traveling from up and down the Washington coast, Oregon and lower British Columbia, Canada, will gather with guests from around the world and exchange songs, dance, food and cultural heritage. “The Lummi people are honored to welcome all our relations traveling the traditional highways of our ancestors to participate in this year’s journey,” said Jeremiah Julius, Tribal Chairman of the Lummi

Indian Business Council. “Together we will celebrate, honor and share the unique cultural heritage of the Coast Salish people.” Upon arrival, canoe families—some paddling more than a hundred miles to attend—will be invited to share their culture, teachings and traditions. The event will culminate with traditional potlatch song, dance, regalia, and testimonies that organizers say have provided their people with hope, healing, and happiness— preserving their way of life. “Over the years we have witnessed the discipline the canoe journey has taught our younger generations,” Julius said. “It honors our way of life in sharing who we are and where we come from.” Julius said they expect approximately 10,000 people and more than 100 canoe families on their ancestral shores—something he says will help build strong bridges with neighboring communities. Visitors to the area as well as those in the

greater Bellingham and Whatcom County community are welcome to attend and be part of the festivities. Organizers also are seeking business sponsorships in promotion of strengthening community relations and partnerships. Business sponsorships are available at various levels and include recognition ranging from acknowledgement on the event website to placement of business logos on event banners, in agenda booklets, and in the Lummi newspaper. “It’s a fantastic opportunity for businesses in the greater Bellingham area to strengthen their connection and relationship with the Lummi community and the community at large,” said Candice Wilson, Executive Director of the Laq’Temish Foundation, a non-profit organization. Those interested in sponsorship opportunities can call Rebecca Kinley, P2L Coordinator 360.312.2260 or rebeccak@ lummi-nsn.gov.

MAY/JUNE 2019 BUSINESSPULSE.COM | 41

event picks PULSE AFTER HOURS Spring Fling Wine Social MAY 18 The Hotel Bellwether Spring Fling is a premier wine & food event showcasing 16+ wineries from the Pacific Northwest down to California. Along with a variety of global and northwest wines, the Spring Fling will also serve savory bites from Hotel Bellwether’s Lighthouse Grill. You won’t want to miss this wine and food social featuring great food, top tier wines and a whole bunch of fun! Hotel Bellwether, 4–7 p.m. Cost: $50. Visit hotelbellwether.com for more information.

Birch Bay Kite Festival MAY 25 The annual Birch Bay Kite festival takes place each year at the Birch Bay Beach Park and features free kites for kids, kite building stations, vendors, music, and a pet show. It’s a great way for families to kick off the end of spring and the start of summer. Birch Bay Beach Park, 10 a.m.–5 p.m. Free. Visit birchbaywa.org for more information.

Whatcom Memorial Day Parade MAY 25 Since it’s beginning in 1920, the Memorial Day Parade has been honoring the local men and women who died while

PULSE PICK

serving in the U.S. military. The parade route begins at the corner of Alabama and Cornwall, progresses south on Cornwall, turns east on E. Champion and then turns north on N. State to the finish at N. State and York. Downtown Bellingham, Noon–3 p.m.

Fairhaven Festival

MAY 26 This annual festival takes place the same day as the Ski to Sea Relay Race. The race finishes at Marine Park but is celebrated in the heart of Fairhaven with a giant, allday family friendly multi-street party. The Fairhaven Festival has something for all ages and tastes, with live music on two stages, a beer & wine garden, food booths, scores of arts & crafts vendors, exhibits from nonprofits, and children’s activities. National Anthem at Noon. Followed by VFW Post 1545 and The Bellingham Firefighters Pipes and Drums. Fairhaven, 10 a.m.–7 p.m. Free. Visit fairhaven.com for more information.

Lynden Farmers Day Parade JUNE 1 The Lynden Farmers Day Parade has been bringing the residents of the Lynden community and surrounding areas together to celebrate Lynden’s agriculture and history

DEMING LOGGING SHOW JUNE 8-9 @ 1PM EACH DAY DEMING LOGGING SHOW GROUNDS

For the Benefit of Busted Up Loggers Since 1963 JUNE 8-9 The Deming Logging Show was inspired by the need to financially assist loggers who were injured in the woods of Whatcom County. The grounds come alive the second full weekend in June each year with events and exhibitions to display the skills, tools, and technology used in the logging industry. 3295 Cedarville Rd., Show starts at 1 p.m. each day wth elimination starting at 11 a.m. on Sat.only. Cost:$8 adults, $4 seniors (62+) and kids (6-12), under 6 are free. Visit demingloggingshow.com for more information.

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for the last 100 years. This is a parade that showcases farm equipment of the past, present and future, along with decorated floats, marching bands, kids and kids-atheart on bikes, Scout Troops, 4-H Clubs, cars, trucks and sometimes even boats. Who knows what (or who) will show up at the family-oriented event. Downtown Lynden, 10:30 a.m.–Noon. Free. Visit lynden.org for more information.

Brewers by the Bay JUNE 8 Bellingham Bay Rotary presents the 13th annual “Brewers by the Bay” microbrew tasting. This year’s event features approximately 38 breweries, 84 different microbrews and ciders and is expected to have over 1,500 people attending. Enjoy a night of Northwest craft beers, music, and local food vendors all the while helping to support local charities. This year’s event raises funds to support the “Dock for Kids” project. Depot Market Square, 6–10 p.m. Cost: $25 in advance, $30 at the door. Visit eventbrite.com for more information.

Chuckanut Writers Conference JUNE 21-22 The ninth annual event promises inspiration for both new and experienced writers. Attendees can look forward to studying with the best writing faculty anywhere while practicing their craft in a supportive, collegiate setting. Learn valuable techniques and gain new insight, while interacting with dynamic authors, literary agents, and fellow writers. Whatcom Community College. Cost: $285. Visit whatcom.edu for more information.

Bellingham Festival of Music JUNE 29 Opening night of the 26th season of this premier summer orchestral festival. Artistic Director Michael Palmer conducts the Bellingham Festival Orchestra in works of Glinka, Prokofiev and Rachmaninoff. The dazzling young pianist George Li, winner of the Silver Medal at the Tchaikovsky Competition, makes his Festival debut in the Prokofiev Piano Concerto No. 3. WWU Performing Arts Center Concert Hall, 7:30–9:30 p.m. Cost: $45–$55. Visit bellinghamfestival.org for more information.

MAY/JUNE 2019 BUSINESSPULSE.COM | 43

PULSE AFTER HOURS

Distilling Summer Freshness

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Bottle photos Tiffiany Brooks, drinks photo Scott Book

For tasty local spirits, distilled on location in Lynden, look no farther than Bellewood Acres. Our 2019 Small Business of the Year finalists create amazing fruit-infused vodka, gin and more that make a perfect foundation to any Springtime cocktail. We recently met with two of the four Co-Owners, Eric and Julie Abel, to sample a few of their personal favorites. Enjoy!

1. Awsome Blossom 2 ounces Bellewood Raspberry Vodka Sprigs of mint Lime Sprite or club soda Muddle mint and lime to taste with vodka. Pour in a glass over ice and top with Sprite or club soda.

2. Lavender Gin Fizz 2 ounces Bellewood Gin 1 ounce lavender syrup (see recipe below) Splash of lemonade Club soda Lemon Lavender sprigs Shake gin, syrup and lemonade. Sugar the rim of the glass. Pour in the glass over ice. Top with club soda. Garnish with lavender and a slice of lemon.

3. Bellewood Kiss 1.5 ounces Bellewood Honey Crisp Vodka 1 ounce Apple cider syrup (see recipe below) Champagne Apple wedges Shake vodka and syrup. Pour in a glass over ice. Top with champagne and garnish with apple wedge.

Syrupsâ&#x20AC;&#x201C;Very Simple! Lavender Syrup 1 cup water 3 tablespoons fresh or dried lavender flowers 2 cups sugar Bring the water and lavender to a boil. Stir in sugar until fully dissolved. Reduce heat and simmer for about 15 minutes. Remove from the heat and allow to cool and steep for at least 1 hour. Strain out the lavender. Pour into a bottle and keep in the refrigerator. Apple Cider Syrup 2 cups apple cider 1 1/2 cups granulated white sugar 1 cinnamon stick Combine apple cider, sugar and cinnamon stick in a small saucepan over medium heat. Bring to a boil, then reduce to a gentle simmer until syrup is reduced by about half (about 20 minutes). Remove from heat and let cool completely. Store in a closed jar or container in the refrigerator.

MAY/JUNE 2019 BUSINESSPULSE.COM | 45

reads PULSE AFTER HOURS The Success Lie Janelle Bruland Have you bought into the lie that success requires more, more and more? To achieve success, you must do more, work more hours, take on more projects, and accept more responsibilities. If so, you’re probably experiencing a roller coaster ride of mixed results. The Success Lie was written for you. You recognize the gap between where you are now and your highest potential, but don’t want to sacrifice your sanity to get there. Janelle Bruland has built a formidable bridge over that gap, proving that you can be successful in the business world and maintain balance in your personal life without constantly feeling stressed and overwhelmed.

The proven strategies in this book will show you how to create a life of significance—one where you are loving your work and making a positive impact. Take back your life. Get back on the path to fulfillment and do it your way! Included in The Success Lie are resources and tools that will help you design your own Success Plan for powerful results. Access the downloadable workbook to apply these strategies to your life. Don’t buy into the lie, anymore. You have the choice. (April 23, 2019, Made for Success Publishing) Hardcover $27.

Why Do So Many Incompetent Men Become Leaders (And How to Fix It) Thomas Chamarro-Premuzic In this timely and provocative book, Tomas Chamorro-Premuzic asks two powerful questions: Why is it so easy for incompetent men to become leaders? And why is it so hard for competent people—especially competent women—to advance? Marshaling decades of rigorous research, Chamorro-Premuzic points out that although men make up a majority of leaders, they underperform when compared with female leaders. In fact, most organizations equate leadership potential with a handful of destructive personality traits, like overconfidence and narcissism. In other words, these traits may help someone get selected for a

leadership role, but they backfire once the person has the job. When competent women—and men who don’t fit the stereotype—are unfairly overlooked, we all suffer the consequences. The result is a deeply flawed system that rewards arrogance rather than humility, and loudness rather than wisdom. There is a better way. With clarity and verve, Chamorro-Premuzic shows us what it really takes to lead and how new systems and processes can help us put the right people in charge.

(March 12, 2019, Harvard Business Review Press) Hardcover $25.

The Making of a Manager Julie Zhuo Julie Zhuo became a rookie manager at the age of 25. She stared at a long list of logistics– from hiring to firing, from meeting to messaging, from planning to pitching–and faced a thousand questions and uncertainties. How was she supposed to spin teamwork into value? How could she be a good steward of her reports’ careers? What was the secret to leading with confidence in new and unexpected situations? Now, having managed dozens of teams spanning tens to hundreds of people, Julie knows the most important lesson of all: great managers are made, not born. If you care enough to be reading this, then you care 46 | BUSINESSPULSE.COM MAY/JUNE 2019

enough to be a great manager. The Making of a Manager is a modern field guide packed with everyday examples and transformative insights, including: how to tell a great manager from an average manager (illustrations included), when you should look past an awkward interview and hire someone anyway, how to build trust with your reports through not being a boss, and where to look when you lose faith and lack the answers. Whether you’re new to the job, a veteran leader, or looking to be promoted, this is the handbook you need to be the kind of manager you wish you had. (March 19, 2019, Portfolio) Hardcover $26.

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Q AND A continued from Page 39

— COMING SOON —

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For more information, contact: ashley@businesspulse.com 48 | BUSINESSPULSE.COM MAY/JUNE 2019

MARKETPLACE | Professional Services

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different market challenges to BLI. Although neither of them serve the sort of low-cost, vacation-package provider that distinguishes Allegiant Air from other carriers, both of those airports have increasingly been serving low-cost carriers that compete on certain routes served from BLI. A combination of introductory and loss leader fares and the nearly 30% imbalance in exchange rates have reduced Canadian traffic from nearly 70% five years ago to 50% in 2018. What’s the marketing strategy for drawing customers to BLI and away from Sea-Tac, Paine Field, Vancouver, etc.? SEA and YVR are roughly 10 and 20 percent more costly for airlines to operate from, respectively, as compared with BLI. We offer a close, convenient, crowdfree, and—most importantly—a lowcost and high level of service alternative for airlines serving the more than three million Pacific-Northwest-originatingpassenger market, located within a 60-to-90 minute drive time to BLI. Main takeaways from the recent presentation by the consultant from Portland? While there are challenges due to the way in which airlines operate, BLI has the cost structure and proximity to markets that remain attractive to airlines interested in maximizing yields. What behind-the-scenes operations are interesting that the public might not know much, if anything, about? There’s a lot that goes on behind the scenes at an airport for safety and security reasons, from runway inspections and security badge checks to helping customers who need a jump start on a dead battery in our parking lots. Our ‘back of the house’ operations are run as efficiently as possible so these things are invisible to the average airport user. What’s your typical day like? What makes this environment both interesting and challenging is that this truly is a job where no two days are the same!

It’s all about you. As it should be. When you partner with us, you can count on experts who listen, learn and get to know your business, so we can provide solutions specifically tailored to your needs. Respect, responsiveness and commitment. That’s been our approach in Whatcom County for more than 60 years, and it’s what you and your business deserve. Let’s create tomorrow, together.

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