October CBJ

SECRETS OF 'BEST' WORKPLACE See what makes Cassidy Turley one of the 'Best Places to Work'

3

AFFORDABLE CARE UPDATE

How businesses could delay impact of Affordable Care Act.

6

BUSINESS WWW.CARLSBAD.ORG

JOURNAL

VOL. 30, NO. 10

AN AWARD-WINNING, MONTHLY PUBLICATION OF THE CARLSBAD CHAMBER OF COMMERCE

OCTOBER 2013

CELEBRATING WOMAN-OWNED BUSINESSES Survey: Women business owners expect to hire According to a Carlsbad Chamber of Commerce survey, a majority of women-owned businesses are looking to add new employees, and more than twothirds of them say their companies are right on or above their targets for 2013.

The Carlsbad Chamber of Commerce sent out a survey to to get a pulse on women-owned businesses among its membership and ask how they feel about the state of the economy.

In the survey, 52.9 percent of repondents said their businesses are right on target for the year while, 29.4 percent said they are above target, and 17.6 percent said they are below target.

Asked to rate their feelings on the current state of the economy, 47.1 categorized it as weak, while 5.9 percent categorized is as very weak. Those who said the economy is normal were 41.2 percent, while 5.9 percent said it is strong.

In total, 76.5 percent of respondents said they plan to hire more employees by the end of this year or in 2014. Of those, 57.7 percent say they plan to hire both full-time

SEE SURVEY Page 11

(Photo by José A. López) Ofie Escobedo of Lola’s 7-Up Mexican Market & Deli was named 2013 grand marshall of Carlsbad High School’s Lancers Day Parade.

Lancers honor Barrio ‘grandmother’ CHS students make Escobedo parade’s grand marshall

E

DID YOU KNOW:

• There are more than 8.3 million women-owned awarebusinesses of the saying

very business owner is support a market/deli in the area. “know your customer,” but •only a rare few It’s the biggest advise she would give people startThese businesses generate trillion in sales can live up to the old adagenearly the$1.3 way Ofi e and ing their own business, said Escobedo.

7.7 million people Escobedo and her employeesemploy at Lola’s 7-Up “Educate yourself. Learn as much as you can about • Between Mexican Market & Deli live up to it.1997 and 2012, thethe business,” she said. “Also, get acquainted with number of overall businesses Established in 1943, the corner market has the people that will support and help you in your increased by 37 percent been an integral part of Carlsbad’s barrio community business, your banker, city staff and your chamber — but women-owned businesses increased by 54 of commerce representatives.” for generations. After retiring as a contract administrapercent, more than 1.5 times tor for aerospace manufacturer McDonnell Douglas But some things you just can’t teach. For example, the national average in 1986, Escobedo returned to her family’s business customer service such as it takes place at Lola’s. and added the deli. Though she didn’t the first Escobedo and the deli employees know nearly every ADknow DEADLINE Sep. 16 enrolled in thing about running a business, Escobedo one of their customers, most high school students, small-business administration classes and SIZESconducted a 3.25” x 2” incheswould - $75 survey of the community, asking whether they SEE ESCOBEDO Page 11

LOOKING FOR THE

1/8 Page $269 1/4 Page $459 1/2 Page $790

CELEBRATING WOMEN IN BUSINESS For more words of advice, turn to page 10-11

SUPERWOMEN OF BUSINESS Premier living in the heart of Carlsbad PRESORT STD U.S. Postage PAID Carlsbad, CA Permit #67

Larger sizes also available

BUSINESS SPOTLIGHT

To celebrate National Recycling Day October is National Women in Business month and the Carlsbad Business Journal will be the November commemorating the occasion with a special section celebrating the accomplishments of the issue of the female entrepreneurs and business leaders who are part of the Carlsbad Chamber of Commerce.

CBJ will focus The Bluffs at Carlsbad, a unique luxury apartment on recycling, renewables & sustainable goods & services. community in Carlsbad, is completing a multimilDeadline to participate in this lion-dollar renovation of all 163 one-bedroom and issue is October 15 For more info contact Julie Miramontes at 760.931.8400 or julie@carlsbad.org

5934 Priestly Drive Carlsbad, CA 92008

Reserve your space to advertise in this special edition.

two-bedroom apartment homes and of property common areas including a new, state of the art, community center.

The Bluffs new owner explains that the concept was to completely renovate all apartments and create an environment that complements the outdoor California lifestyle with a luxury amenity package at rental rates that are several hundred dollars below competing products.

“We have been extremely pleased at the response of the Carlsbad community to our new product, as we have leased the renovated units at a faster pace than expected and expect to be fully leased within the next two months upon delivery of the final renovated apartment units,” said David Page, CPM, Vice President for Triumph Management Company.

“With the opening this week of the new clubhouse and delivery of our luxury amenity package, we are

SEE THE BLUFFS Page 8

The Bluffs at Carlsbad has completed a multimillion-dollar renovation of all its 163 one-bedroom and two-bedroom apartment homes and common areas.

2 | WWW.CARLSBAD.ORG

TED OWEN

WORDS OF WISDOM

President & CEO CARLSBAD CHAMBER OF COMMERCE

Tips from ‘The Winner’s Circle’

These quotes say it the best.

• Size doesn’t matter. If you ever think you’re too small to be effective, you’ve never been in bed with a mosquito.

• The best reward for work well done is the opportunity to do more.

• Thinking is the hardest work there is, which is probably the reason why so few engage in it.

Remember H.G. Wells once said, ”What on earth would a man do with himself if something did not stand in his way?”

Mayor Pro Tem Mark Packard, left, is picture with Lt. Col. Peter B. Tingstrom and Capt. Yuwyn E. Ho, 2013 inducteees into the Carlsbad High School hall of fame.

Dr. Packard inducted to the CHS Hall of Fame Many KUDOS to give, so little time (and space) so let’s get right to it.

KUDOS to Carlsbad Mayor Pro Tem Mark Packard (of Packard Dental) who was inducted into the Carlsbad High School’s alumni Hall of Fame.

Started in 2009, the Lancer’s hall of fame includes many notable business people, artists and other leaders, which means that Dr. Packard fits right in.

During the Lancer Day Parade on Sept. 19, Packard rode atop a convertible with two of his fellow inductees, Lt. Col. Peter B. Tingstrom and Capt. Yuwyn E. Ho. KUDOS to SDG&E for its giving initiatives.

As recently highlighted in an article by Frank Urtasun, SDG&E’s regional vice president of external affairs, the utility company has one of the largest corporate giving programs in the region.

In 2012, SDG&E awarded more than $6 million in charitable contributions to over 570 non-profit organizations in San Diego County and South Orange County, according to Urtasun.

Also, SDG&E employees (more than 5,000) have given close to $700,000 from their paychecks to charities in challenge grants.

“By funding ongoing programs instead of one-time events, we have the opportunity to focus on the underserved communities that

CARLTON LUND

In my never-ending search for stories that provide advice and motivation, I found a 1998 book by Lawrence Ragan communications “The Winner’s Circle” so I plucked a couple of gems to share them with you in this column.

The following was originally published in the Wall Street Journal and reprinted in “Chicken Soup for the Soul.” It was sent to the Journal by United Technologies Corporation, and should serve as a reminder to managers to always be willing to take chances.

You’ve failed many times, although you may not remember.

You fell down the first time you tried to walk.

You almost drowned the first time you tried to swim, didn’t you?

Did you hit the ball the first time you swung the bat?

English novelist John Creasey got 753 rejection slips before he published 564 books.

Babe Ruth struck out 1,330 times but he hit 714 home runs Don’t worry about failure.

Worry about the chances you miss when you don’t even try.

CHAIRMAN’S KUDOS

Chairman of the Board CARLSBAD CHAMBER OF COMMERCE

need it the most, which helps provide continuity for local organizations and reinforces the principles of commitment and dependability.”

Urtasun writes.

Among the programs SDG&E helps fund are is the Inspiring Future Leaders initiative, a $1 million charitable giving campaign that offers grants to non-profit organizations that focus on developing leadership skills in kindergarten through 12th grade students by supporting youth development, college preparation, financial literacy, and STEM programs (science, technology, engineering and math).

SDG&E also supports non-profit environmental organizations whose programs educate youth as stewards of the environment through the Environmental Champions initiative, which rewards programs that focus on areas surrounding ecosystem awareness, environmental conservation, and energy and water efficiency.

It also has the Emergency

Preparedness and Safety initiative, a $800,000 charitable giving campaign that helps ensure communities have the resources they need to be prepared in the event of an emergency.

SDG&E also has a seasonal giving campaing that helps to feed the hungry, shelter the homeless, assist the disabled, help our veterans, aid seniors, and protect families from domestic abuse in local communities that need help the most.

All around, some great programs!

KUDOS to Donna Sanfilippo of Edward Jones, who recently won the firm’s coveted Zeke McIntyre Pioneer Award, which recognizes new financial advisors who achieve high levels of success early in their careers with the financial services firm.

Sanfilippo was one of only 291 of the firm’s more than 12,000 financial advisors to receive the award.

Jim Weddle, the firm’s managing partner, said the award is a strong indicator of a financial advisor’s future success.

“We recruit and hire our financial advisors from among the best, so we expect them to do well,” Weddle said. “But to achieve such success early in her career with Edward Jones is outstanding, and I commend Donna for her performance and dedication.”

The award is named after Edward Jones legend Zeke McIntyre, who opened the firm’s first branch office in 1957 in Mexico, Mo.

BOOTS IN BUSINESS PROFILE

“T

his program confirmed my decisions, and because of that I have a primary plan, and am able to better focus my efforts while still conducting contingency planning.

“

U.S. MARINE CORPS, CAPT. WAYNE MAI

During his time in the U.S. Marine Corps, Capt.

Wayne Mai discovered a passion for helping people become financially secure. Mai, who was deployed to Japan, Iraq and Afghanistan during his years of service, chose Boots in Business as a way to learn the pros and cons of a career in financial planning and advising and to see if this was a career he would want to pursue after leaving the service.

Mai spent three days with Cliff Weise, Catherine Magana, and Steve Wolff of WWM Financial. Wayne spent his time with WWM discussing the obstacles newcomers to the business will encounter and also observed the day-to-day operations of a financial planning and advising company.

Wayne also spent a day with Matt Leonard and Edward Jones Investments. They discussed peer interactions and how they execute their business

model. During the meeting, Wayne learned of the Edward Jones Financial Advisor Program, where he is currently studying for his securities license.

A lot was achieved with Wayne’s mentoring assignment. He was able to verify his career direction, learned what he didn’t want to do, and confirmed he was on the correct path to achieving his career goals.

“This program confirmed my decisions, and because of that I have a primary plan, and am able to better focus my efforts while still conducting contingency planning,” said Mai “The assignment was definitely value added. I was able to make a positive decision, based on the openness and honesty of everyone I met.” Mai added, “This program was so positive, there was nothing I disliked.”

— By Scott Peltier

INDEX ASSEMBLY UPDATE .....................5 EXPAND YOUR KNOWLEDGE........6-7 TECH TALK ..................................7 MEMBER DIGEST ........................13-16 CITY UPDATE...............................17 VILLAGE BEAT .............................17 EDUCATION NEWS ......................18 REAL ESTATE ...............................19 ADVERTISING SPOTLIGHT: SUPERWOMEN OF BUSINESS ......10-11 MEMBER MARKETPLACE .............17

CARLSBAD BUSINESS JOURNAL OCTOBER 2013 | 3

Company’s culture mixes fun and giving

“

Dan Broderick, president of Cassidy Turley San Diego, said making your workplace fun and exciting doesn’t require jumping through hoops. It could be as simple as placing a basket of apples on the reception desk, giving anyone who stops by — whether an employee or a client — a quick and healthy pick-me-up, celebrating monthly birthday or organizing mini-golf tournaments around the office for charity.

The secret, said Broderick, is providing a way for your employees to feel that they are valued, and making the culture of your workplace a part of your mission statement.

For its efforts, the commercial real estate provider — a former affiliate company to the nationally recognized Cassidy Turley that was merged into the Washington, D.C. firm last month — was named one of the winners of the San Diego Business Journal’s Best Places to Work 2013 designation in the Medium Employer Category (50-249 employees).

“For us, culture is a big part of our operaCassidy Turley San Diego’s President Dan Broderick rappels down the tions,” Broderick said in a phone interview.

Manchester Grand Hyatt in Downtown San Diego during a fundraisThe company’s mission and vision stateing event. Below, Cassidy Turley employees at a team softball event. ments are known as the “four Cs”: Client.

Community. Culture. Cassidy Turley.

“That is the order that our priorities are,” “We thought we would raise $15,000 and Broderick said. “Our clients come first. We give when we were done, we realized that we back to the community and create a culture of raised $50,000 in 15 minutes,” Broderick positive professionals ... our employees know said. “This was a way to combine our clithat they add value to our company.” ents with our culture to give back to the Even tough business decisions are made community.” with those “Four Cs” in mind, Broderick The company has a charity committee added. that finds worthy causes. Past events have The emphasis on creating a good employee included runs and charity bike rides, building workplace culture and giving back to the comhouses in Mexico, getting together to build bicycles for children from low-income famimunity work hand-in-hand.

Broderick noted that during a recent comThe company’s 170 employees gathered in lies and a poker and casino night for clients pany meeting, 15 minutes were dedicated to a conference room, split into smaller groups, for charity. raising money for and organization that helps and called their clients to raise money for the This, in turn, leads to a positive work wounded service members. organization. environment.

I

t’s a place where people enjoy

going to work.

They feel that they’re a part of something bigger than just their daily job. It elevates the purpose of coming

“

Cassidy Turley named one of the region's 'Best' workplaces

to work and being an employee.

“It’s a place where people enjoy going to work,” Broderick said. “They feel that they’re a part of something bigger than just their daily job. It elevates the purpose of coming to work and being an employee."

He added that he believes this makes employees happier and more productive, and that it also gives them the opportunity to rally together behind common causes.

“We spend more time at work than we do anything else — even being with our family and sleeping,” Broderick added.

“Having a culture that allows people to go beyond the daily tasks of work is a real benefit.”

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4 | WWW.CARLSBAD.ORG

Grand Pacific Resorts wins TripAdvisor award TripAdvisor has honored 10 resorts managed by Grand Pacific Resort Management (GPRM) including the Carlsbad Inn Beach Resort and Carlsbad Seapointe Resort Certificates of Excellence to recognize their service.

To receive the awards, properties must consistently receive four and five stars (indicating a high level of satisfaction with the resort, with five being the highest) by customers who have experienced the resort and express their opinions and ratings on TripAdvisor’s website.

“We are extremely proud that our vibrant and consistent service culture has prevailed in showcasing our passion for excellence to our guests,” said Nigel Lobo, COO of GPRM. "This recognition endorses the guest-centric experiences our associates take pride in delivering while creating memorable vacations

for our timeshare owners and as well as those who visit our resorts as exchangers or as traditional transient guests," added Lobo.

Comments praising GPRM resorts were enthusiastic on the popular travel website.

A sample of them include: Carlsbad Seapointe Resort: “The best place to be when the sun goes down over the Pacific Ocean." Carlsbad Inn: “a fantastic resort to vacation."

Now in its third year, the award celebrates hospitality excellence and is given only to establishments that consistently achieve outstanding traveler reviews on TripAdvisor.

Winners of the Certificate of Excellence are located all over the world and represent the upper echelon of businesses listed on the website.

According to TripAdvisor, only the top 10 percent receive the prestigious award.

Rotary frauleins (from left) Dawn Van Siclen, Kori Dolkas, Wendy Wiegand and Lisa Rodman with Rotarian Mark Ealy at the Carlsbad Rotary Clubs’ annual Oktoberfest in Holiday Park.

Carlsbad gearing for Oct. 5 Oktoberfest Get your Lederhosen ready.

The Carlsbad Rotary Oktoberfest is taking place from noon to 10 p.m. on Saturday, Oct. 5 at Holiday Park (between Tamarack Avenue and Carlsbad Village Drive).

Thousands of visitors of all ages are expected to turn up for the family-oriented affair, which features nonstop music and entertainment, a pumpkin patch, pumpkin decorating contest, an antique fire engine for kids to climb aboard and much more. Fine craft and domestic beers, including special Oktoberfest brews, will be available as will food vendors throughout the event. Not to mention that you can also see — and perform — the “chicken dance.”

Other special Oktoberfest touches include a not-to-be-missed yodeling contest at 7 p.m. and two bands that have been well received in previous years, the Bluebirds German band and The Last Call rock band; the two bands will alternate sets on stage from 5:15 to 10 p.m.

Admission is free, though tickets for the traditional German feast provided by Tip Top Meats & European Delicatessen are available for $12 at the event and — a new addition this year — $10 in advance when purchased through www.rotaryoktoberfest.org. Advance dinner tickets can also be purchased at select

locations, including the Agua Hedionda Discover Center, Gregorio’s Restaurant and Tip Top Meats.

Free shuttle service to and from Westfield Plaza Camino Real operates throughout the event.

Now in its 31st year, the event is organized by the Carlsbad Rotary Club and the Carlsbad Hi-Noon Rotary.

It started in 1982 as a benefit for Glenn McComas, a now deceased councilman who became paralyzed from the neck down after falling from a ladder, said Phil Urbina, co-chairman of the Carlsbad Hi-Noon Rotary Club.

“Since then it’s become a Carlsbad Tradition and a great family event,” said Urbina, who noted that through the years the event has raised more than $1 million for charities.

This year, the event will support the efforts of the Agua Hedionda Lagoon Discovery Center and the Carlsbad Police and Fire Explorers program.

The event is organized entirely by volunteers. Event Co-Chairman John Thill said the goal is to net $70,000 from this years’ event.

The Agua Hedionda Discovery Center will use its funds to expand its Environmental Stewardship Field Trip Program.

Foundation holding 5th annual 5k run/walk The Mitchell Thorp Foundation (MTF) will celebrate its 5th Annual Hearts for Hope 5K Run/Walk at Poinsettia Park located at 6600 Hidden Valley Road on Feb. 1 2014.

This event helps fund the many needs for those families whose children are challenged with life-threatening medical conditions.

Early bird registration for the Hearts for Hope Walk/Run opens on Oct. 15. Early

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registration is $30 for adults (11 and over) and $10 for children (10 and under).

After Nov. 15, registration will be $40 for adults and $15 for children. To register or start a team, visit the MTF website, located at www.mitchellthorp.org/events.

Businesses that wish to sponsor this event can contact the foundation on its web site, or by calling 760-603-8853.

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CARLSBAD BUSINESS JOURNAL OCTOBER 2013 | 5

When I was elected last November to represent California’s 76th Assembly District, I set a goal of strengthening California’s economy by bringing back jobs to the state. I knew job growth could be encouraged by streamlining regulations and reducing the tax burden that cripples business.

In the closing hours of session last month, Republicans and moderate Democrats worked together in an effort to promote fairness by voting “no” on a bill that would have increased the California Environmental Quality Act (CEQA).

The CEQA bill was an attempt to reinstate bad for business language into a previously passed measure. Republicans and Democrats stood in opposition of the tactic. An unprecedented 27 Democrats joined all 25 Republicans in voting no or abstaining on the measure.

Twenty-eight bills that had the potential to harm business in the state — which the Cal Chamber dubs “job killers” — were introduced this session. Some increased taxes, others added regulations, but all threatened to add to an already unfriendly business climate in the state.

With the help of fellow Republicans and business-savvy Democrats, only one “bad for business” bill made it to the Governor’s desk this session. The sole bill to pass will raise the minimum wage $2 by 2015.

Stopping these bills was a significant success and a sign that the future of business in California is strong. It took cooperation on both sides of the aisle to accomplish, and I am proud of the effort put forth by many of my constituents who contacted assemblymembers and senators in an effort to promote business.

This is the first session since 2000 that only one bad for business bill made it through the legislative process. Most years, double-digit numbers of these bills arrive on the governor’s desk. In 2012, 12 bills passed both houses, though only two were signed. In the last 13 years, 42 bills have been signed into law.

ROCKY CHÁVEZ

Bi-Partisan state legislature rejects ‘job killers’ DISTRICT UPDATE

Assemblyman 76TH ASSEMBLY DISTRICT

Strong bi-partisan collaboration was evident during the session, with members of both parties working to pass bills that make California more business friendly. Two measures that passed will reduce the amount of taxes small businesses are required to pay on sales of stock options.

Both parties also worked together to improve California’s colleges and universities.

We know that a highly-skilled and educated workforce is essential to attracting and keeping businesses in the state. One bright spot for business came in the form of restoring funding to the Cal Grant program after years of rising tuition fees.

Providing California’s college students with the tools they need to meet the demands of tomorrow’s businesses is an important step we can take. I am encouraged by the strong emphasis on education this year’s budget makes.

I will continue to do all I can to stop bills from passing that hurt business in our state and encourage deregulation and reduced taxes to make it easier for businesses to succeed.

I know improving our business climate will help our communities, our families and our schools. There will be much more work to do next session, and I am eager to get started.

It is an honor to serve the people of my district. I look forward to working on your behalf next year and for years to come.

6 | WWW.CARLSBAD.ORG

SDG&E offers free energy efficient upgrades to small businesses

SDG&E warns customers about payment scam San Diego Gas & Electric (SDG&E) is alerting customers to be aware of an ongoing scam targeting both residential and business customers.

The perpetrators call customers posing as utility employees and threaten to turn off their electricity and gas unless they make an immediate payment. They are instructed to buy a pre-paid credit card, then directed to another number where information is obtained from the card and the cash value is removed.

SDG&E does not ask for credit card information over the phone. Customers should not provide any credit card information to SDG&E unless they called the utility directly and initiated the call. If customers received purported SDG&E calls that make them feel uncomfortable, they should call SDG&E directly at 1-800-411-7343.

Renewing now could put off impact of Affordable Care Act Small-businesses owners looking to put off the impact of the Affordable Care Act (ACA) will have on them might be able to do that by renewing their group insurance plan early.

Blue Shield has estimated rate increases for 2014 at 30 to 100 percent, while United Health Care’s estimates have come in at 25-60 percent.

We all remember the promise that,“you will be able to keep your insurance plan.” Not true. All plans will change at their renewal in 2014.

We were also promised, “you will be able to keep your doctor.” Not true. Doctor lists will continue to shrink due to lower payments from Medicare and insurance companies. Doctors will retire or become concierge doctors that don’t deal with insurance. A reduced choice of providers will be offered as a way to reduce the cost of insurance. There

BILL KING

Through the Direct Install Program, San Diego Gas & Electric (SDG&E) provides a number of services for qualifying small- and medium-sized businesses.

The free services SDG&E offers include: • Energy Assessments • Equipment Upgrades & Installation in the areas of: • Fluorescent lighting & occupancy sensors • Refrigeration (door closers and suction line insulation) • Air-conditioning • Signage Qualified businesses will be connected with one of SDG&E’s approved energy-efficiency contractors: Matrix Energy Services or Synergy Companies. Everything including the analysis, the energy-efficient products, and the installation are at no cost to businesses. The installation typically takes less than two hours and should not interfere with your business operations.

If you decide to participate, you are not obligated to purchase any additional services offered by the contractor.

Interested? Email businessenergysavings@sdge.com, or visit SDGE.com/DirectInstall or call 1-800-644-6133.

STAY INFORMED

President WILLIAM J. KING & ASSOCIATES INSURANCE SERVICES

will be less doctors and more people insured, which means less access.

The ACA includes new taxes on insurance companies that will be passed off to small businesses.

Put off the ACA taxes with certain insurance carriers. Blue Shield and SeeChange will charge these taxes, while Aetna and UHC have built the tax into their rates.

Currently, small businesses can

get a minus 10 percent to a plus 10 percent rate adjustment based on a number of factors. This goes away in 2014. Everyone pays the same rate, regardless of the health of your employees. If you have the 10 percent discount, you will lose it.

Husband and wife teams, partnerships, sub-s corporations, and LLC’s without a W-2 employee will lose their plans in 2014.

Why would I not take advantage of the early renewal option?

You are an older group. Maybe.

You have the 10 percent load.

Maybe.

You are cancelling your group plan.

Talk to a broker about this and other options before it’s too late!

Deadlines to early renew are as soon as Oct. 7 with some carriers.

King can be reached at bill@kingbenefits.com

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CARLSBAD BUSINESS JOURNAL OCTOBER 2013 | 7

The use of technology to market your product or service continues to change as the ways to reach customers evolve. Today’s biggest change for finding new customers is how to fill the “sales channel.” Advances in technology provide new ways to support the sales cycle by increasing traffic to your website and creating buzz around your brand. In the past, leads and new customers were attracted with expensive advertising and public relations campaigns.

Now, content marketing is paying huge dividends for companies willing to make a plan and stick with it.

What is content marketing? The concept behind content marketing is to pull customers to you by consistently creating relevant content with the purpose of changing or enhancing consumer behavior.

The key word is consistent. Content marketing proves most valuable when integrated into your overall marketing strategy. You own the media; you’re not renting it.

What are the benefits?

NANETTE NEWBRY

Fill your sales pipeline with a content marketing plan TECH TALK

Principal/Creative Director STUDIO2055

• Convenience and speed.

Buyers now expect to find out about your product or service on their own time. Utilizing relevant social media and your website gives buyers information about your product or service 24/7.

• Familiar process. Everyone’s online and uses the Internet to search, buy, research and comment.

• Tightens customer bonds.

When you are using social media or blogging, it’s a two-way conversation. Open the door and let your customer engage with you. Build on

your brand by including your customer in the conversation.

• Improves organic search. Frequent activity online, such as posting to your news, blog or website, will help users when searching for your product or service.

• Fosters trust. For professional services companies, trust is

a key component to why you are selected. When companies continuously publish credible content, the honest exposure earns a potential client’s trust.

How do you establish a good plan?

• Start with outlining your goals and objectives. Is it to gain

50 new customers or improve your search ranking? Set a goal, and then check in to see how the campaign is reaching those goals.

• Plan the campaign. To reach your goal, determine the best content marketing mix that will help you get there. Start by looking at your website and social media engagement along with content management and automation tools.

• Establish accountability.

Make a schedule and stick to it.

Small businesses have a challenge in this area and will be successful when everyone knows who is doing what and when.

The beauty of content marketing is that it builds on itself. You can start with a small campaign, e.g., start with utilizing your social media platforms a few times a week. Build on that. The more content you push out, the better your potential customer will be pulled toward you.

Newbry can be reached at nanette@ studio2055.com

Having space on a building that could be drawing in customers and not using it is a waste.

Exterior building signs may be the most effective advertising you can buy. Every business needs to be known to their customers. How to do that depends on a number of factors.

If your business depends on location and your location needs to be seen, then you need an exterior sign.

A sign above the door or a sign on the door invite passersby in. It makes your business more approachable, makes it easier for your customers to buy from you. It lets people who know about you to tell others who want to be your customers.

Getting the best exterior building signage is a process. Consider these

FRANK MURCH

Tips for designing an effective sign for your business EXPANDYOUR KNOWLEDGE

Owner SIGNS FOR SAN DIEGO

10 simple criteria for planning and designing your business’s exterior signage for maximum and memorable impact.

Visiting the Permit and Zoning department. A visit will find you at a counter with a planner telling

you about their zoning policy. Bring pictures and telling them want you want will result in an understanding of a few things: The percentage of the window, or wall the sign can use, the type of signs that can be used, and lighting and of course – the cost of the permit.

Here are some other things to consider: Size & Shape – The maximum size is probably decided by the space available or zoning laws. Using that maximum space brings the maximum impact and is likely the size you should use.

Text Message – People love odd fonts, but watch out, funky fonts can depress understanding and customer traffic.

Using Color – Can be impactfull or just odd. Knowing the colors and combination of colors increases traffic and sales.

Motion – If you are lucky enough to have space for a flag, let the wind attract attention. Any motion attracts attenton.

Logos - Use caution with logos.

Your average small business will not be able to create a powerful logo.

It takes a lot of time and effort. So what is the answer? Keep it simple and direct.

Materials — Vinyl is the most popular material for exterior building signage. Vinyl is excellent for receiving full-area digital print, is resistant to sun fade and is reasonably priced no matter how intricate a sign

design may be. There are a number of installation methods with vinyl banners, such as reinforced hems with grommets, velcro backing and pole pouches and pockets.

Bonus – Keep it clean! As far as potential and new customers are concerned, your sign is your business, and your products, your services, your employees, our management team, your everything. And they – your potential and new customers – are always right, whether they walk in, call or email to “tell” you so or not.

Keep your sign clean, attractive and displayed properly in sunny or inclement weather.

Murch can be reached at frank@signsforsandiego.com

The right financing is the perfect framework for your new home.

For information call 760.431.4100 Visit us at www.hospicenorthcoast.org

Work with an experienced mortgage lender. Call me today for more information!

U.S. Bank is strong and stable, with the people, expertise and market knowledge to work for you. Let us help you make the right mortgage financing decisions for your family.

Our construction financing includes these flexible options: • Disbursements for the construction of the property through the initial phase of the loan • Interest-only monthly payments on the outstanding balance during the construction phase • Lot loan financing Purchasing an existing home?

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Borrow up to $2,000,001-$3,000,000 in California only. Loan approval is subject to credit approval and program guidelines. Not all loan programs are available in all states for all loan amounts. Interest rates and program terms are subject to change without notice. Visit usbank.com to learn more about U.S. Bank products and services.

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8 | WWW.CARLSBAD.ORG

Army selects ViaSat for helicopter project The U.S. Army is adding its AH-64E Apache helicopter fleet to the Link 16 network. Following successful flight tests, the Army has decided to pursue a sole source solicitation of ViaSat Inc. for the Small Tactical Terminal (STT) KOR-24A to satisfy its requirement for an Airborne and Maritime/ Fixed Station (AMF) Small Airborne Link 16 Terminal (SALT).

The STT is the latest generation of small, two-channel, Link 16 and VHF/UHF radio terminals. While in flight, the STT provides simultaneous communication, voice or data, on two key waveforms for the battlefield of the future: Link 16 and Soldier Radio Waveform (SRW).

“The STT satisfies the latest requirements for Apache helicopters, providing a significant advance in battlefield communications as Link 16 and SRW become essential capabilities in the future of Army aviation,” said Dr. Jay Kaufman, general manager of ViaSat Tactical Data Links said in a new release.

The STT reduces the size, weight, and power of tactical data link equipment and includes a range of software-defined VHF/ UHF military radio and Link 16 functions.

At only 16 pounds, the terminal is finding a variety of applications in helicopters, ground vehicles, light aircraft, small boats, UAVs, and small shelterized communication nodes.

Oceanside art museum launches education studio The Oceanside Museum of Art has announced the opening of Studio O, its first on-site education classroom. The space, created by rearranging work areas at the museum, will help everyone in the community — especially kids — to experience art education and express their creativity and imagination.

According to the museum, Studio O bridges the art education void in public schools, which

often leaves students with no formal art education until they reach high school.

Starting on Oct. 6, the museum is launching a crowd-funding campaign on Kickstarter to raise money that will buy art supplies and the latest technology for the studio. To donate, visit www.kickstarter.com after Oct. 6 and search for the Oceanside Museum of Art, or visit the museum’s website, found at www.oma-online.org.

North County Transit District unveils new website The North County Transit District has redesigned its website, www.gonctd.com, which features easier navigation and interactive maps and schedules for COASTER and SPRINTER trains. The former website only included schedules as documents that required visitors to open separate windows with a PDF viewer.

The site will feature online ticketing and

information on construction updates, rightof-way permitting and other information will be easily accessible.

The website will also allow NCTD to display alerts and safety information on a special banner at the top of the page. The site will be in English and Spanish, and also include mobile landing pages for those who are viewing the site on their phones.

The Bluffs offers new stainless steel appliances, granite countertops, a 24-hour fitness center and other amenities that make for luxury living.

THE BLUFFS ›Continued from Page 1 experiencing even stronger demand for our remaining apartment homes.”

Within a few weeks, the final two buildings out of the total of 14 buildings at the Bluffs will be fully renovated to a luxury apartment standard. All units will include new stainless steel appliances, granite countertops, wood plank flooring, crown molding, custom cabinetry and energy efficient windows. In addition, select units have new oversized patios designed to enlarge the living space and allow tenants to enjoy the outdoors in their homes.

This week, the 2,700-square-foot community center is opening to rave reviews. It offers a 24-hour fitness center with state-of-the-art Technogym equipment, Fitness on Demand video classes, an Apple/PC computer lab and a cyber lounge with free Wi-Fi. There are additional amenities in the 10.5acre site: a lighted tennis court, swimming pool and spa, pet park, barbecue and picnic areas, walking paths, bicycle racks and even a horseshoe pit. Because of its low density and 65 percent open space, The Bluffs also offers a park-like open peaceful setting for more relaxed outdoor living.

The location of The Bluffs at Carlsbad is ideal. While being nestled on a peaceful hillside on the corner of Marron Avenue and Avenida de Anita, it is within walking distance to a major retail hub on Camino Real Avenue including Westfield Carlsbad, which is undergoing a $100 million renovation and is adjacent to the State Route 78. The Bluffs is also near a Sprinter station, California beaches,

VISIT US AT: The Bluffs at Carlsbad 2707 Avenida De Anita, Carlsbad, CA 92010 760-203-3193 www.bluffsapartmentscarlsbad.com thebluffsaptsmgr@triumphmgmt.com

downtown Carlsbad and numerous colleges, employers and hospitals.

“Triumph, which owns more than 1,500 apartment units in its multifamily division, with this project intended to address the ever increasing demand of new renters for luxury but affordable and efficient apartments,” Page said. “Because of the ever-increasing land, construction and apartment costs in Southern California and particularly in San Diego County, there is a strong demand for luxury but efficient well-priced apartments.”

The Business Spotlight is a paid advertorial feature. To get your business in the spotlight, contact Julie Miramontes at julie@carlsbad.org.

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CARLSBAD BUSINESS JOURNAL OCTOBER 2013 | 9

CELEBRATING WOMAN

10 | WWW.CARLSBAD.ORG

Words of wisdom from the Superw LY

VOTE

We asked the following Chamber members: What advice would you give to someone

BETTY MOORE

DEBRA AYALA

FAYE BELL

CHRISTINE DAVIS

CATHERINE MAGANA

LYSSA NOB

Owner Bottom Line Management

Director of Catering & Conference Services Sheraton Carlsbad Resort & Spa

CEO | Military Outreach Ministry Camp Pendleton (MOM4USA)

Coolest Shoes in California

Managing Partner WWM Financial

Owner/ Head Whole Dog Sp

tay true to your plan, believe in yourself and the business and the success will follow.

Turn to your local Chamber of Commerce! I consider myself fortunate to have such a great partner in the Carlsbad Chamber of Commerce. The Chamber is a great vehicle to network and build relationships with fellow business leaders that are committed to Carlsbad success and supporting Chamber members, whether in development, connection opportunities or just in general great business partners!

S

I

nvest in the tools you need to succeed. Take classes in accounting, marketing, human resources, and any other business-related courses.

Even if you plan to have someone else handle your business, you need to have the skills to communicate with your advisors.

The best advice I could give to someone looking to start their own business would be to thoroughly test their product, service or idea prior to hanging their shingle. This allows a business owner to react to feedback and make changes where necessary so that they can start their business with a proven product or service. It also enables the business owner to know their market or their demographics so that they can target their marketing, advertising and networking accordingly. Know your product; know your audience.

I

would start with a detailed business plan. In particular, I would spend time laying out your technology platform including your computer software. I would make sure you have the best and most updated technology tools for your new business model.

“

Woman Owned and Making a Difference!

I

Woman Owned and Making a Difference!

M

resea know could indus gettin

n total, 76.5 percent of

respondents said they plan to hire more employees by

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who is looking to start their own business.

Lyssa has personally trained over 15,000 dogs and their owners to have fun and enjoy life together!

Educator, animal behaviorist, winner at all levels of show competition.

Successful businesswoman in the pet services industry for over 20 years.

BLE-DENNIS

CHERYL GIUSTINIANO, CFP

MARIA ROLLER

d Trainer ports

Financial and Investment Advisor Raymond James Financial Services

CEO California Residential Consulting, Inc.

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ADVERTISING SPOTLIGHT | 11

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Contact Maria, your real estate resource:

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ake sure you do arch and w all that you d about the stry you’re ng into.

First come up with a strategic plan. This plan would include the following steps: 1) A description of the business.

2) Evaluation of competition.

3) Develop a marketing plan.

4) Decide on your Organizational Structure and business advisors.

5) Create a Financial Plan.

6) Risk analysis.

7) Implement the plan.

SURVEY ›Continued from Page 1 and part-time employees, while 34.6 percent say they plan to hire only part-time employees and 7.7 percent say their plan to hire only full time employees.

Of those who responded, 82.4 percent identified themselves as small-business owners (1-15 employees). Medium (16-99) and large (99 employees and above) businesses each accounted for 8.8 percent of those surveyed.

A total of 54.5 percent said their annual revenue is $250,000 and above, while 18.2 percent reported annual revenue under $50,000; 15.2

W

ith determination backed by a strong business plan, your dream to own and operate a business can be a reality. Do not shy away from obstacles nor fear the unknown.

Embrace your vision and run with it!

percent had annual revenue in the $100,000 to $250,000 range; and 12.1 percent had revenue in the $50,00 to $100,000 range.

A majority of respondents (44.1 percent) were in the professional services industry; 11.8 percent were in the retail industry; 8.8 percent in nonprofit industry; and 5.9 percent were in sales and marketing (29.4 percent listed themselves as “other.")

Of those that responded, 23.5 percent were home-based businesses.

“What this survey shows is proof of what we as a Chamber have experienced throughout this year,” said Ted Owen. “Our members have been able to add employees and grow their businesses in a sluggish economy.

This is true of all of our businesses, and also of these women-owned businesses.”

(Photo by José A. López) Ofie Escobedo with her sister, Connie Trejo, before the start of the Lancers Day Parade.

› ESCOBEDO Continued from Page 1 by name. She knows many of their parents, and knows who is buying which home in the neighborhood. It’s not a stretch to call its atmosphere family-like; she says one of her goals it to mentor the kids who frequent the deli.

Escobedo gives out hugs freely.

The love she gives out is equally returned.

Last month Escobedo was named the grand marshall of Carlsbad High School's 2013 Homecoming Lancer Day Parade. Riding on a silver convertible behind the color guard and the school marching band with her sister, Connie Trejo (who co-own the deli with

Escobedo along with a third sister, Frances Moreno) by her side, Escobedo said she was truly honored.

“This is very meaningful,” she said. “It makes me feel really appreciated by the community, by all of these kids.”

Asked whether she envisioned what the deli would become, and the type of service she would offer to the barrio when she first started, she said she didn’t — that it grew over time, organically.

“I didn’t think I would be the ‘grandmother of the barrio,’ back then,” Escobedo said, but added that she’s always had three rules for her employees to follow to provide the best customer service: be kind to all the customers; cleanliness is very important; and don’t gossip.

LYSSA NOBLE-DENNIS

VOTED “BEST CANINE TRAINER” IN NORTH COUNTY - SAN DIEGO MAGAZINE -2013 Lyssa has personally trained over 15,000 dogs and their owners to have fun and enjoy life together!

Educator, animal behaviorist, winner at all levels of show competition.

Successful businesswoman in the pet services industry for over 20 years.

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12 | WWW.CARLSBAD.ORG

RIBBON CUTTINGS

Meet some of the Chamber's newest members and those celebrating milestones.

15

OCTOBER 2013

MEMBER DIGEST

13

WHAT'S INSIDE

› First Friday › Sundowner › Renewals

› Ribbon Cuttings › New Members › On the Move

› And More...

YOUR GUIDE TO WHAT'S HAPPENING AT THE CARLSBAD CHAMBER OF COMMERCE

It’s Expo time...New time, new venue

THE NOVEMBER AND DECEMBER EDITIONS OF THE CARLSBAD BUSINESS JOURNAL WILL BE MERGED INTO ONE. Members can expect to receive the issue MidNovember in the mail, or can look for it at our select dropoff locations in the community starting Nov. 15.

BUSINESS EXPO 2013 PRESENTS

BEV JORGENSEN

I’ve always said that of all of the events that we put on for our members and the community here at the Carlsbad Chamber of Commerce, the Business Expo is one of my favorites.

Part of what we do as a Chamber is give our members the opportunity to showcase their products and services, and what better way to do that than by setting up a booth at our Expo? There, our members can interact with the public, letting the community at large see what we here at the Chamber already know — that our members have some really cool products and services.

I get great joy in watching the interactions that take place at the annual expo between the members of the public and the exhibitors. Those who come up to a booth and ask questions or look around learn things about the companies that they never knew before. That’s why exhibitors often use the Business Expo as an opportunity to showcase their new services and products.

This year, we’re doing things a little bit different than other years.

For one, we’ve moved the expo to the fall, allowing it to stand out from other summer events and, let’s face it, summer activities. The 2013 Business Expo will be held from 1:306:30 p.m. on Monday, Nov. 4.

MEMBERSHIP COUNTS

1-2-3

Vice President, Corporate and Member Relations CARLSBAD CHAMBER OF COMMERCE

Also, we have a new and exciting venue!

For the first time, the Servant Leadership Institute, 1959 Palomar Oaks Way, will host the expo. It’s in a park-like setting in the business park, which will make for a more intimate setting and allow exhibitors to have more meaningful conversations with attendees.

It’s a great venue for people to come in and visit with a company.

It allows them to interact one-onone with representatives from the company. While some people might not feel comfortable picking up the phone and asking them about their service, the Business Expo allows them to do just that. They can ask questions and find out about a product without feeling that they’re setting themselves up for a hard sell.

And while you might be able to do some fact finding easily on-line

these days, a website can’t compete with that true personable experience and the immediacy of the personal interaction.

If you’re interested in

registering for a booth, call the Chamber at 760-931-8400 or visit www.carlsbad.org today. Registration price is $299 through Oct. 25 and provides you an 8-foot-by-8-foot

drape booth with 6-foot table and two chairs (there’s an additional $50 fee for electricity).

We look forward to seeing all of you at the Expo!

14 | WWW.CARLSBAD.ORG

NETWORKING OPPORTUNITIES

OCTOBER 17

“Paradise on the Coast” at the October Sundowner Join the Carlsbad Chamber of Commerce and like-minded professionals for a fun evening of networking, food and drinks from 5-7 p.m. on Thursday, Oct. 17 at the Carlsbad Inn Beach Resort, 3075 Carlsbad Blvd.

Steps from the Pacific Ocean with miles of pristine beach, the Carlsbad Inn Beach Resort & Hotel is a peaceful destination resort within the charming coastal Village of Carlsbad, California.

The resort offers beautiful vacation rentals, condos and boutique hotel accommodations for relaxing family vacations, romantic getaways, corporate trips and more.

This event is open to Chamber members only. Admission is $5 cash at the door. If you are a prospective member, please RSVP with the Chamber at 760-931-8400. For more information or to donate a raffle prize, contact Kathy Steffen at 760-9318400 or ksteffen@carlsbad.org.

MEMBERS ON THE MOVE

NOVEMBER 13 NOVEMBER 1

Nov. Sundowner : 'Tis the season to be giving

First Friday: The return of Power Networking

The holidays are fast approaching, and to get in that spirit, the Carlsbad Chamber of Commerce’s November Sundowner will be about more than just business networking — it will be about giving as well.

The November Sundowner, “‘Tis the Season to be Giving,” will be held from 5-7 p.m. on Wednesday, Nov. 13 at the Sheraton Carlsbad Resort & Spa, 5480 Grand Pacific Drive.

Admission is either $10 cash only at the door, or by donating new blankets, unwrapped toys and clothing or gift cards of equal value.

The donated products and a portion of the proceeds will benefit the Carlsbad Christmas Bureau AdoptA-Family Project, which has provided food and gifts for needy Carlsbad families since 1970. Over the years, thousands of families have been adopted by the all-volunteer, nonprofit organization.

If you are a Chamber member who offers products to consumers (not services), you can join the roster of businesses who will have tabletop sales exhibits at the November Sundowner for $49. The availability of table tops is limited, so act now to secure your spot. Call 760-931-8400.

Power Networking will return to the Carlsbad Chamber of Commerce’s First Friday Breakfast in November, which will be held from 7-9 a.m. on Nov. 1 at the Omni La Costa Resort and Spa, 2100 Costa Del Mar Road.

There’s no speaker to give you time to meet other chamber members and take control of your network-building future.

As attendees arrive, they are assigned to a table where they meet seven new people. Each person gives his or her own 17-second ‘commercial.’ The table facilitator keeps the conversation going by asking each person questions. Following this energetic exchange, each person moves to a different table to meet seven new people.First Friday Breakfast is the Chamber’s premiere networking and business promotional event, and one of the most regularly attended monthly programs. Admission is $32 for Chamber members who register before Oct. 25. Afterward, the preregistration cost is $55 and $60 at the door. Prospective members must contact the Chamber at 760-931-8400.

Tabletop exhibits or Soapbox presentations are available to promote your business for $75 each, which includes one breakfast, and must be reserved by calling Kathy Steffen at 760-931-8400 or ksteffen@carlsbad.org.

To register for November’s First Friday Breakfast, visit us online at www.carlsbad.org.

Jeffrey Edgington, Kristina Bell, Ketteridge.

CEA, LLP, a Carlsbad-based CPA firm, has announced the hiring of three employees.

Kristina Bell and Jeffrey Edgington are staff accountants in the Financial Accounting Services Department, and Andrew Whittington is a staff member in the Tax Department.

Bell graduated with a bachelor’s degree in Business Economics from UC Santa Barbara. After passing her CPA exams she worked as a senior accountant for a commercial real estate company.

Edgington graduated with a master’s degree in Taxation from San Diego State University.

He interned with a

Andrew Whittington and Kevin

Russ Hanthorn, a retired Marine colonel who is an active community service leader and former JROTC instructor at two area public high schools, has been named interim Head of Schools of the Army and Navy Academy. He succeeds Academy administrator Jeff Barton who recently resigned to pursue other professional interests. Barton had been an Academy faculty member and administrator since 1995.

Hanthorn has been a member of the Academy’s

Board of Tr u s t e e s , a position he now vacates in order to direct the s c h o o l ’s academic, residential HANTHORN life, and military programs.

An industrial engineering graduate who attended Ohio State University on a NROTC scholarship.

biotechnology corporation and has passed his CPA exams.

Whittington graduated from California State University, Fullerton with a bachelor’s degree in Business Administration.

He completed multiple internships both in tax and audit and has decided to pursue public accounting, specifically focusing on audits.

CEA, LLP also announced the promotion of Kevin Ketteridge to Senior Staff Accountant. Kevin has been with CEA, LLP since graduating with a bachelor’s degree in Business Economics three years ago.

CARLSBAD BUSINESS JOURNAL OCTOBER 2013 | 15

RIBBON CUTTINGS

CALENDAR

Chamber Events Free Score Business Counseling by Appointment Mondays & Fridays

VIDEOSPOT

NOONAN FAMILY SWIM SCHOOL, INC. 760-208-1000 | www.yourvideospot.com

6070 Avenida Encinas, Carlsbad 858-451-0794 | www.noonanfamilyswimschool.com The Noonan Family Swim School has expanded their classroom to the Carlsbad community this year and continues to foster a safe, healthy approach to swimming

Videospot serves a national audience creating and distributing online marketing assets that position companies for massive growth.

OCTOBER 1

Business Resource Committee

2 Government Affairs Committee

4 October First Friday Breakfast

8 Sustainability Committee

9 Ambassador Committee

11 Coffee Connection

17 Sundowner MODERN POSTCARD

22

LOWE’S 1675 Faraday Ave., Carlsbad 800-406-1705 | www.modernpostcard.com

2515 Palomar Airport Road, Carlsbad 760-331-0195 | www.lowes.com

Modern Postcard, which celebrated its 20th anniversary in September, is an industry leader specializing in postcard products and services, as well as emerging direct marketing applications and web-based solutions to efficiently manage and execute campaigns.

Lowe’s, which opened its doors in Carlsbad in September, has been helping our customers improve the places they call home for more than 60 years.

NCHEON

BROWN BAG LU

P U G N I W O L L O F 10 TIPS FOR WEDNESDAY

OCT. 23, 2013. .M 11:30 A.M. - 1 P

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16 | WWW.CARLSBAD.ORG

THE CHAMBER SALUTES ITS AUGUST 2013 RENEWALS

WELCOME NEW MEMBERS For complete listings visit www.carlsbad.org

Audiologists

Balance & Hearing Specialty Group, Inc. Pamela Best, Au.D., CCC-A | 760-729-8582 www.besthearingsandiego.com Testing and treatment for hearing loss, tinnitus, dizziness and auditory processing disorder.

20-29 years: Garcia’s Mexican Restaurant &

Beauty & Hair Salons

Supercuts (Carlsbad Village) Bob Jerome | 760-729-0067 www.supercuts.com Selling confidence with every cut, color, and waxing. Full Paul Mitchell color line and a wide range of professional products now available in Carlsbad Village.

Creative Catering (27) Carlsbad Community Church (27) William J. King & Assoc.

Insurance Services (22) San Diego Tourism Authority (21) NAMI-North Coastal

Birds & Bird Supplies

San Diego County (21)

Wild Birds Unlimited Silvia Slemmer | 760-720-1906 www.wbu.com/carlsbad We sell backyard bird food, feeders, bird baths, hardware to hang feeders, bird related garden items and unique gifts.

Everything that will enhance your backyard bird watching experience.

Bandemer Accountancy Corp. (20)

10-19 years: The Lund Team (19)

Clothing & Accessories CoCo Rose Eileen Burke | 760-436-4845

Seaside Design Kathleen Owen | 858-337-7610 Original and carefree designs, comfortable clothing, crafted and unique jewelry. Look for us at the Carlsbad Street Faire or the Oceanside Farmers Market.

Computer Software Developers & Distributors

Mobile Programming, LLC Andy Sharma | 818-216-1768 www.mobileprogramming.com Mobile Programming LLC, a certified mobile application development company, has been providing high-end custom mobility solutions to its clients for more than a decade.cation Development Company, has been providing high-end custom mobility solutions to its clients.

Construction

Addison Sheet Metal Inc. Robin Hansen | 760-438-1755 www.addisonsheetmetal.com Custom fabrication and installation of copper, stainless, galvanized, aluminum and composite sheet metal materials for architectural, commercial and residential applications.

Couriers, Deliveries & Mail Services

Triple Crown Express Christian Thomasset | 619-244-3985 www.triplecrownexpress.com Triple Crown Express is a family owned and operated company providing same day delivery to your home or business at one flat rate in a timely manner.

Credit Card Processing

McAllister Bankcard Robert McAllister | 858-755-0775 www.mcallisterbankcard.com Merchant Services including: credit card processing, POS equipment, ACH, gift cards, check guarantee, Internet transactions, recurring billing, ATM machines, registered ISO/MSP Wells Fargo Bank, NA.

Dentistry - Pediatric

The Super Dentists Lisa Cabral | 760-336-8478 www.thesuperdentists.com The Super Dentists are specialists in pediatric dentistry and orthodontist with locations throughout San Diego County.

Electronic Component Design & Development

Triton Micro Technologies Tim Mobley | 760-585-9525 www.tritonmicrotech.com Triton Micro Technologies is the leader in the design and manufacture of high-performance 2.5D and 3D Through Glass Via (TGV) interposers.

The Daily News Cafe (17) Allied Waste, A Republic Services Company (16) The Copper Kettle (16) Lem N. Man, Inc. (15) Lynch Interactive, Inc. (14)

Financial Planning & Investment Services Edward Jones Investments (Sandra Reck) Sandra Reck | 760-431-8933 www.edwardjones.com Financial advisor, business retirement plans, individual retirement accounts, insurance, education savings, estate considerations, investment banking, portfolio and retirement plan reviews, rollovers and consolidation, systematic investing.

Edward Jones Investments (Donna SanFilippo) Donna SanFilippo, CFP | 760-431-8933 www.edwardjones.com Frank Financial Advisors Todd Frank | 760-438-3360 www.FrankFinancialAdvisors.com We provide financial planning services as well as investment management, retirement planning, risk mitigation and more.

Hearing Aids & Audiology Best Hearing & Balance Paul Christian Lawrence, BC-HIS | 760729-8582 www.besthearingsandiego.com Twenty-three years of hearing industry experience with 15 years building and repairing all makes and models of hearing aids.

Food & Beverage Sales Mad Mantis Food Truck Marlene Makena Pappas | 760-576-7279 www.madmantisfoodtruck.com North County’s premier gourmet food truck.

Fresh, healthy, delicious and affordable fusion cuisine. Available for private events.

Wine Shop At Home (Sheri Jouas) Sheri Jouas (602)405-1965 www.ItsWineOclockSomewhere.net We bring the wine country to you through our high quality, exclusive wine brands. Try our wines by hosting a wine tasting party or purchase our wine gifts.

Footwear & Accessories Flips4Flops Sandra Ferguson | 760-889-2515 www.flips4flops.com Girls sport’s teams can now have matching flip flops custom-made to match their uniforms, leotards or warm-ups. An affordable, fun, stylish way to complete your team look.

Internet Services

101domain, Inc. Joe Alagna | 760-444-8674 www.101domain.com An accredited, international name registrar, securing name brands online for the most successful marketers in the world. They offer world-wide (and local) domain name registration.

Jewelry

Origami Owl 29096 (Kelly Johnson) Kelly Johnson | 760-522-8585 www.www.kellygirlhoot.origamiowl.com Origami Owl Living Lockets tells your story.

They are customized to remind you of who you are. They are well priced and attractive to all ages

Medical Clinics & Groups

Colorectal Center of San Diego, Inc. Dhruvil Ghandi, MD | 760-295-2924 www.sandiegocolon.com At Colorectal Center of San Diego, we are committed to quality care. Dr. Ghandi is board-certified in colon and rectal surgery, and his skill set encompasses the entire specialty.

Mortgage Lenders

Caliber Home Loans Cathy Brentlinger | 760-473-0109 www.caliberhomeloans.com We are a high caliber team of mortgage professionals offering a customer centric approach to home financing of 1-4 unit properties.

EverBank Home Lending Grant Tisdel | 858-877-0498 www.everbank.com/gtisdel Whether you’re buying or refinancing, the mortgage experts at Everbank Home Lending will help you find a loan that meets your needs. We specialize in Jumbo portfolio lending!

Office Equipment Sales & Service

Logicopy Carrie Carey | 760-438-8000 www.logicopy.com Locally operated and owned copier company. We offer dedicated support in Sales, Rentals and Service. Our expert staff specializes in gently used and reconditioned copiers.

Pilates

Club Pilates Carlsbad Arielle Dumaw | 760-529-6706 www.clubpilatescarlsbad.com Club Pilates’ goal is simple. We want everyone to reap the benefits of a regular Pilates routine utilizing the Pilates Reformer in a beautiful studio with excellent instructors.

Pillows

Planet Pillow Gary Jacobs | 562-824-7153 www.planetpillow.net Manufacture & marketing of USA made high quality memory foam pillows.

Real Estate

Will Schneider, Real Estate Broker Will Schneider | 760-436-2100 Owner-broker of Schneider Commercial Realty, specializing in multi-family properties in California and selective areas nationally.

Also, private equity loans for non-owner occupied residential properties in California.

Real Estate Lending & Loans

Bank of America Home Loans Aaron Gordon | 760-268-4371 http://mortgage.bankofamerica.com/ aarongordon As the nation’s leading home loan lender, we offer the widest selection of loan programs with fast, reliable top-tier service.

Real Estate Investments

Cruzan Monroe Julie Krouse | 858-243-4722 www.cruzanmonroe.com Cruzan Monroe has extensive experience in all facets of commercial real estate including value add investment, development/ re-development, finance, property management and leasing.

Vigilucci’s Cucina Italiana (14) Linde’s Almonds (13) Estate and Trust Law, Professional Law Corporation (12) HYATT house (12) New Village Arts Theatre (12) Sign-A-Rama (10)

5-9 years: Las Olas Mexican Restaurant (9) Dr. John P. Fitzpatrick, O.D. (9) Ryan Companies US, Inc. (6) JK Dots ‘Dippin-Dots’ Ice Cream (6) Sheraton Carlsbad Resort & Spa (6) Jeff T. Knutzen, D.D.S. (6) FMT Consultants, LLC (5) Quality Systems Integrated Corporation (5) 4TelecomHelp, Inc. (5) Horace Mann Insurance Company (5)

Restaurants

Board & Brew (Coastal Carlsbad) Craig Applegate | 760-434-4466 www.boardandbrew.com/location/coastalcarlsbad/ For over 30 years Board & Brew has remained a timeless classic. Our sandwiches are simple and full of fresh ingredients.

Jersey Mike’s Subs Joe Weir | 760-525-5020 www.jerseymikes.com Offering authentic back east submarine sandwiches since 1956, now open at Palomar Commons (Palomar Airport Road and El Camino Real).

Jersey Mike’s Subs Joe Weir | 760-730-7300 www.jerseymikes.com Offering authentic back east submarine sandwiches since 1956, now open at 2604 El Camino Real.

Vacation Rentals (Monthly & Weekly)

Carlsbad Vacation Home Rentals Megan Johnson | 978-228-1018 www.vacationhomerentals.com/vacationrentals/carlsbad-san-diego-area-california.htm Carlsbad Vacation Home Rentals from VacationHomeRentals.com offers a large selection of California rentals. Take your next trip knowing you aren’t paying a penny more than you have to.

Under 5 years: St. Michael’s By-the-Sea Episcopal Church (4) Mitchell Thorp Foundation (4) Coastal Accounting & Bookkeeping (2) Buddha’s Gift (2) Vets 4 You, Inc. (2) ActivCare at Bressi Ranch (2) Whole Dog Sports Center (1) Jennifer Jones Collection (1) Mashk, Inc. (1) Carlsbad Village Yoga & Fitness (1) Solutions Real Estate (1) Turman Commercial Painters (1) Carlsbad Family Acupuncture (1) Harrah’s Rincon Casino & Resort (1) Consolidated Construction Services, Inc. (1) Direct Carpet Unlimited (1)

CARLSBAD BUSINESS JOURNAL OCTOBER 2013 | 17

“M

CITY NEWS

any small businesses hoping to locate in Carlsbad cannot afford the costs or time it takes to process a Conditional Use Permit through a Planning Commission hearing.

Economic Development Manager CITY OF CARLSBAD

“

The City of Carlsbad believes strongly in providing tools to help our local businesses achieve success. And one way the city can help accomplish that goal is by removing unnecessary barriers to that success.

In July, the Carlsbad City Council approved changes in the zoning ordinance that streamline the process for obtaining conditional use permits in nonresidential zones. These changes push the authority to approve these permits to the lowest possible level, eliminating the number of steps that applicants must undergo.

Reassigning approval authority to the lowest appropriate decisionmaker for conditional uses in nonresidential zones benefits the community and the applicant by cutting the processing time, reducing costs and promoting economic development.

With so many world-famous companies based in Carlsbad, such as TaylorMade Golf Company, Callaway Golf and prAna Living to name a few, we want them to be able to use a small portion of their facility to showcase and sell their iconic products. To address this issue we had to change the zoning code to

CHRISTINA VINCENT

Carlsbad makes getting business permits easier

Carlsbad Chamber President and CEO Ted Owen

allow businesses in planned industrial zones, designated “P-M,” to sell their products directly to the public from their establishments. The city has placed reasonable limits on such merchandising to prevent industrial zones from turning commercial.

These restrictions are: • Marketing is an accessory, not the primary land use.

• The store must be contained within the structure — no parking lot tents will be allowed.

• The products for sale must be produced, distributed or warehoused on the premises.

• No outdoor display is allowed.

• The space dedicated to sales is

limited to 2,000 square feet or 20 percent of the business’ total floor space, whichever is less.

This means that some businesses, such as a company that makes specialty foods and distributes them wholesale or sells them on the Internet, can set up a counter and sell their products on their premises to walk-in customers.

Another change allows educational institutions and tutoring services in the industrial zone, excluding schools that fall under the authority of the California Education Code or State Board of Education. This change encourages technical schools

that train employees for our companies to locate where their customers are.

The Carlsbad Chamber of Commerce is a strong advocate of these changes.

“Many small businesses hoping to locate in Carlsbad cannot afford the costs or time it takes to process a Conditional Use Permit through a Planning Commission hearing,” Carlsbad Chamber President and CEO Ted Owen wrote to the commission on April 16. “Allowing potential users to be approved administratively through a Minor CUP will encourage more businesses to come to Carlsbad

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while still providing an adequate level of review and conditioning.”

These changes have taken effect everywhere except the coastal zone, where the California Coastal Commission must review them.

Although this means that the city has two sets of rules — one for businesses inside and one for those outside the coastal zone — most businesses are outside, and the city didn’t want to delay implementation of the changes for everyone while waiting for the Coastal Commission to weigh in.

The genesis for these changes dates to 2009, when the City Council directed staff to forge a stronger partnership with local businesses.

The result of that was nine initiatives and a list of 48 individual recommendations to streamline the development review process, and these zoning changes are among the final items on that list.

Staff has made a concerted effort to smooth the permitting process without sacrificing the standards that promote high performing businesses and preserve Carlsbad’s high quality of life.

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DR. FRANCISCO RODRIGUEZ

Back to school at MiraCosta College

I

HIGHER LEARNING

n the past five years, the number of veterans and activeduty military students taking credit courses at MiraCosta College has increased 93 percent.

Superintendent/President MIRACOSTA COLLEGE

It’s a new academic year at MiraCosta College and more than 14,000 credit and nearly 2,800 noncredit students are enrolled at one of MiraCosta College’s three campuses or taking classes online.

These students took advantage of MiraCosta College’s increased course offerings — this fall, the college is offering 1,355 sections of credit classes in 70 disciplines, up 3 percent from last fall; plus 151 sections of noncredit classes, up 5 percent from fall 2012. We’ve also expanded online course offerings, with 330 sections of online or hybrid classes offered, up 10 percent since fall 2012.

There has been a lot of positive change at the college this past year, but perhaps none as dramatic as the growth in students who are currently serving in the military or who are military veterans. In the past five years, the number of veterans and active-duty military students taking credit courses at MiraCosta College has increased 93 percent. The college currently enrolls 1,900 studentveterans and another 1,000 of their dependent family members. For the third year, Victory Media named MiraCosta College to the Military Friendly Schools list. This list honors the top 15 percent of colleges, universities and trade schools doing the most to ensure the success of

Students on the first day of class at MiraCosta College’s San Elijo Campus in Cardiff.

military service members, veterans and spouses.

The fall semester is an exciting time for the college, with new programs, increased courses on nontraditional teaching days, and even a new instructional building. Our Business Administration Department developed and is now offering a Certificate of Achievement in Social Media, which will give students working knowledge of techniques to increase and optimize

business-oriented web traffic in various social media venues, including Facebook, LinkedIn, Twitter and other emerging social media and e-commerce platforms.

Also new this fall is the wide array of courses offered on Fridays and Saturdays, a welcome relief for students who have been squeezed out of high-demand classes. Between the San Elijo Campus and the Oceanside Campus, there are now 79 sections of “core” courses in

nearly 30 academic subjects on Fridays and Saturdays — classes that fulfill general education, transfer and degree requirements. Their addition is a demonstration of the investment we make in our students to help ensure their academic success.

Also new is a high-tech science building that promises to help relieve some of the student demand for biology courses. The first fully sustainable modular science lab was delivered to the Oceanside Campus

on June 17 and opened in time for fall classes. A dedication was held on Friday, Aug. 16, at which time members of the community and students were able to tour the building — the first of its kind in a California community college.

Though fall semester began Aug. 19, there’s still room for new students — eight-week (or mid-semester) classes start the week of Oct. 14. Spring semester also begins Jan. 13! If you are interested in enrolling, visit www.miracosta.edu/fall or call 760-795-6620.

Carlsbad Educational Foundation celebrates 30 years SUZETTE LOVELY, Ed.D.

For the past 30 CEF would not exist without years, students in its financial support. This year CARLSBAD alone contributions from CEF the Carlsbad Unified SCHOOL NEWS School District (CUSD) will exceed $500,000. have benefited from In some instances a coran exemplary publicporate donor or foundation private partnership: will underwrite a specific the Carlsbad Educaprogram offering. Here are tional Foundation. a few examples of programs CEF was created to facilitated by CEF over the Superintendent develop and to fund past year: CARLSBAD UNIFIED SCHOOL DISTRICT impactful programs at • The Science Olympic CUSD schools, and to Program was supported by enrich the students’ eduViaSat Inc. cational experiences. It receives funding from • Carlsbad High School’s award-winning TV corporate donors, businesses, other founda- broadcasting program received contributions tions and individuals, and then gives grants from the Leichtag Foundation. to the school district for specific purposes.

• Upper-grades science-lab teachers were Over those 30 years, CEF has contributed more supported by Life Technologies Corp.

• “Celebrate Carlsbad Day” was hosted by than $6 million to support CUSD school programs that have reached tens of thousands LEGOLAND California Resort. of students.

The strength of CEF has been its unique CEF also runs high quality before- and afterrelationship with the school district — indepen- school child care programs that serve 700 childent but collaborative. The CEF-CUSD team dren at nine elementary schools; a fee-based is an outstanding example of local control, summer enrichment program; and after-school leveraging private support to target defined enrichment classes during the school year. needs at the schools.

These popular programs provide affordable CEF does not fund facilities, administration options for parents and students, and raise or regular classroom instruction. Instead, it funds to be invested in CEF initiatives. Now targets money directly in three specific areas: that it runs its own direct service programs, hands-on science experiences for students; CEF can boast that every dollar donated by a weekly music classes for every elementary foundation, business or community member school student; and educational and techno- goes directly to support innovative programs for CUSD students. logical innovations.

CEF-supported projects in those areas Finally, CEF sponsors several major fundinclude such outstanding undertakings as FIRST raisers throughout the year. Coming up on LEGO League Robotics; FIRST Tech Challenge Oct. 25, CEF’s annual golf tournament will Robotics; Junior Achievement BizTown; the be held at The Crossings at Carlsbad. Check International Baccalaureate program at Jeffer- out the CEF website (www.carlsbaded.org) for son Elementary School; and the innovative My sponsorship opportunities and golf registration Access writing software program. In addition, information.

CEF funds music instructors at all elementary The Carlsbad Unified School District salutes schools, “traveling” science lab teachers for the Carlsbad Educational Foundation, on the the 4th and 5th grades, and a Carlsbad High occasion of the foundation’s 30th anniversary, School science lab assistant. In most cases for its invaluable contributions to the education the programs and instructors underwritten by of Carlsbad’s students.

BREAKFAST/LUNCH - 23 YEARS

CARLSBAD BUSINESS JOURNAL OCTOBER 2013 | 19

You have decided that you need to find office, industrial or retail space.

There are five crucial steps you need to take whatever type of space you need, whether it’s brand new space or whether you are thinking about moving from existing space.

Step 1. You need to determine the size of the space you are going to need now and whether you may need more space in the future. A knowledgeable commercial tenant representative may be able to help you in that process, or you may want to engage a space planner. You need to determine your budget, which may affect the location, image and quality of your property. You may want to discuss your ideas with your financial planner, CPA and attorney.

Step 2. Choose your commercial tenant representative so he or she can advise you on the current market, to search the market for additional properties that may

LEE STERLING

Five crucial steps for leasing space HOUSING TRENDS

$

Vice President - Commercial Division RICHARD REALTY GROUPS STERLING/STONE, REALTORS®

become available, and to inspect the properties based on your criteria to narrow down the alternatives. This way, you won’t have to visit every property on the market.

Visit three-to-five of the best alternatives presented to you. Choose two, and have your commercial tenant representative prepare a letter of intent to lease those properties on terms acceptable to you. The letter prepared by a knowledgeable

commercial tenant representative will make it clear that it is not binding until an actual lease is signed.

Step 3. Review the responses to your letters of intent, prepare a financial analysis of the alternatives,

and determine which property, coupled with the response, most closely matches your needs and wants. Then it is time to prepare and present your counter-offer. You may have to renegotiate or choose the alternate property.

Step 4. When the basic lease terms have been negotiated, and are mutually acceptable, the landlord will present you with a lease probably containing more than 100 paragraphs. You need help from your commercial tenant representative to review the business terms, and a knowledgeable real estate attorney to review the legal terms of the lease. Once all the lease terms are agreed you are ready for the 5 fifth step!

Step 5. Sign the lease, pay your deposit, commence tenant improvements and supervise any landlord work done in accordance with your lease. Congratulations!

Last month’s article outlined the pullback in the booming real estate market. Carlsbad single family property has appreciated nearly 30 percent since early 2012. But the freshest data on local home sales are affirming the slowdown ‘felt’ by local brokers both in buyer traffic and written offers on local listings.

Single family home sales in Carlsbad between May and June represented a peak in home pricing for 2013.

Out of 237 sold single-family homes between May 1 and June 30, the average single family home sold for $313 a square foot, in 27 days with a list price of $835,000 and a final sales price of $820,000.

Of the 41 homes that have closed escrow in Carlsbad between Aug. 1st and Sept. 19th, (104 are Pending awaiting close) the average sales price was $304 a square foot, selling in 38 days with an average list price of $820,000 and average sales

TYSON LUND

Data hints to slowdown in real estate HOUSING TRENDS

$

Broker Associate THE LUND TEAM

price of $805,000. The recent sales in Carlsbad are showing that single family homes are selling at a discount when compared to the most sales of only a few months back.

Real estate brokers credit the recent slow-down to a combination of seasonality, higher costs and the near exit of investor home buyers.

The local market typically begins to slow in October and continues through the winter months as fiscal

year end, fall sports commitment and holidays dominate home buyers already busy work and life schedule.

Time strapped home buyers have fewer hours to commit to the emotional process of buying a home.

The result is an annual slowdown of around 30 percent in number of home sales from spring and early summer months. But a seasonal slowing is only part of the equation to the recent change. Home buyers have been saddled with higher home prices as well as higher mortgage rates. The result is a higher monthly payment than in early 2013. Even those buyers capable of affording the higher payments are pushing back, even cooling, on the prospect of buying at today’s prices.

Home buyers are weighing the cost, responsibility and permanency of homeownership.

When rates and prices were lower, buying a home was less expensive alternative to renting.

GREYHAWK BUSINESS CENTER

Shelly Tinder

(760) 599-6111

This fact also caught the attention of both large institutional funds and small mom-and-pop investors who were finding returns on capital hard to come by. Real estate was able to provide 10 percent or more annual returns, a rarity for single family real estate. But as with most “great deals” the time came and went fast. The average price and rate increase has eliminated the ‘juicy’ return provided to real estate investors in 2011 and early 2012.

The same property now yields a 3-4 percent return on 30 percent down. Hardly a great return for the risk associated with tenants, repairs and vacancy. With the general consensus that higher rates may cause further price declines, many buyand-hold real estate investors have moved to the sideline. So this triplewhammy has flattened appreciation and created a new normal for our local market.

As of Sept. 18 Ben Bernanke

and the Federal Reserve renewed their bond-buying in an effort to keep rates artificially low and further stimulate the economy. Average mortgages rates barely budged and are hovering still around 4.5 percent. Nowhere near the low 3 percent levels seen previously. Average 30-year fixed rates are around 4.5 percent as of mid-Sept. Home buyers will have to warm up to the idea of the higher mortgage rates in the future.

As the current trends unfold through the winter, home buyers will gain greater power at the negotiating table and are expected to work for a larger discount off today’s asking prices. Today’s home is sitting on the market longer and sellers will become more open to the idea of are more apt to negotiate a discount.

The average list-to-sale discount is now around 2 percent off asking.

Lund can re reached at tyson@lundteam. com

PALOMAR FORUM BUSINESS PARK

BUILDING FEATURES:

BUILDING FEATURES:

• Flex/R&D Buildings for Sale, Lease or Lease option • Building Size: 4,389 – 12,058 square feet • 30-65% Office Build-Out • Electrical Service: 400 amps per 5,000 square feet • Gas Available • On-Site Sales Office, 3146 Tiger Run Court, Suite I-108 Carlsbad, CA 92010

• Space from 854 - 5,500 square feet • High Quality New Construction & Improvements • High Visible Identity at the intersection of Palomar Airport Road and Melrose Drive • Parking Ratio 3.3/1000 • On-Site Leasing Office, 3146 Tiger Run Court, Suite 108, Carlsbad, CA 92010

Shelly Tinder

(760) 599-6111 DRE# 01394870

Celebra more thting an

30 Years!

760.438.0800

|

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20 | WWW.CARLSBAD.ORG

Join us as we Celebrate An extraordinary evening benefiting TRI-CITY MEDICAL CENTER

Presents 2013

DIAMOND BAll Saturday November 2 6:00 PM Park Hyatt Aviara, Carlsbad B l a ck- t i e At t i r e

For more information, please call: 760.940.3597 or visit www.tricityhospitalfoundation.org Please RSVP BY October 21, 2013

CBJ Diamond Ball Ad.indd 1

9/19/2013 4:41:15 PM