www.encinitaschamber.com
Volume 6, Issue 2
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February 2010
City offers extraordinary health care By Lillian Cox ENCINITAS — Since incorporation in 1986, the city of Encinitas has distinguished itself as a model community offering top-tier services in the areas of education, parks and recreation and public works. Few would argue that most relevant to individual lives is healthcare delivery. “Everybody’s worrying about the economy but at the end of the day there is nothing more important than your health,” said Marshall Weinreb, CEO of the Encinitas Chamber. “The funny thing is that inside this beautiful city, regardless of your medical needs, it’s all here. You don’t have to travel 20 or 30 miles away.” Weinreb emphasizes that those with top medical insurance are also choosing to seek treatment locally. “Dean Sally Foster of MiraCosta College, a breast cancer survivor, received all her care in Encinitas,” he said. “This is the point. People who can afford to go elsewhere like UCLA and Mt. Sinai don’t have to.
first in a four-part series
enjoys relationships with local hospitals that enable them to also offer labor and delivery services. Health screenings and services are provided on a sliding scale. “An overwhelming number of patients want to pay something for their healthcare and they do,” said Dana Withall, fund development director. “Self-pay has increased in the past 18 months because of so many job losses.” Case managers are able to connect patients needing follow-up care with specialists and hospitals through state assistance. “We are serving those who are most vulnerable and who may not have other choices in their health care,” Withall said. “There is a safety net in place in the community and it is well-supported. There should be no dental, mental concerns or questions as to health and vision screening who can access NCHS servand treatment. ices.” The Women’s and Children’s Health Center in Medical Groups and the former post office at Specialties 1130 2nd St. provides comNorth Coast Health plete OB/GYN, prenatal and ❚ see Health Care on 13 pediatric care. The clinic
ENCINITAS a health care destination
INSIDE Who is an employee? Learn the difference between an employee and independent contractor PAGE 4 David Boylan’s column ‘Lick the Marketing Plate’ tells readers about the latest trends in marketing PAGE 3
Find out the latest news about downtown Encinitas’ Pacific Station Project PAGE 10
A new piece of public art, ‘The Encinitas Child,’ is unveiled PAGE 13
RETURN SERVICE REQUESTED P.O. Box 232550 Encinitas, CA 92023
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Details about the State of the City Address set for next month PAGE 13
Everything is represented in town at the highest level.”
We have it all.
Community Clinics Encinitas residents who are uninsured or underinsured, or are burdened with high deductibles and copays, have a safety net with North County Health Services. The nonprofit
operates two clinics in town staffed by physicians (some double-board certified), physician assistants, nurse practitioners and midwives. The Encinitas Health Center located at 629 2nd St. operates much like a family practice offering medical,
New life for Encinitas Visitor Center ENCINITAS — In the aftermath of major changes and restructuring, the Encinitas Chamber of Commerce Visitor Center is now running smoothly and efficiently, with an eye to the future. The center is the face of the chamber and the city, a connection for anyone staying in, passing through or even living in Encinitas, and Visitor Center Manager Pat Reinhardt is praised for her efforts to make that first impression a positive one. “Pat is one of best representatives the city could possibly have,” Chamber CEO Marshall Weinreb said. However, the future of the center may soon be made even more efficient, taking advantage of today’s top technology. Weinreb is looking toward gearing up the Chamber of Commerce and Visitor Center Web site so that visitors can find everything they need at a touch. “I have spoken with City
Council on several occasions and have come to an agreement that when the Visitor Center contract expires in June 2010, we do away with its large, expensive location,” Weinreb said. “We agree that we can use technology and serve the public well via the Web site. In my opinion, a current, forward-looking Web site should be developed to generate all the services a Visitor Center should provide.” Weinreb is hoping that the public can be provided with touch-screen computer locations throughout the city — especially at the transit station — and he is willing to be the liaison for the creation of those locations as part of his existing job as head of the chamber. “If the city still wants to have a physical presence somewhere in town, I believe the center only needs a small, inexpensive office or could even share a space with some local busi-
ness at no cost to the city,” he said. “I want to applaud the long-standing volunteers who worked hard in past years, but apologize to the public at large for any confusion and for poor management and financial waste that went on at the Visitor Center,” Weinreb said. “Since the change of management in July 2009, that has all been set right.” “It is an honor and privilege to manage and be part of the Visitor Center. It is part of what the chamber stands for, and does promote business within the city. People will always look to the chamber to find out where to go, what to do, how to find things, but the center does not benefit the chamber financially, nor is it a hardship or does it cost us money. The Visitor Center benefits our members, who we are here to serve. It should never have been and is not now a money-making opportuni-
ty for the chamber. “Immediately after I was hired, the city began requiring detailed expense reports, and we were happy to provide them. We can’t imagine why the center hadn’t always been accountable to the city, and contrary to past management, I have never charged the city any money for any time required to work with the center as head of the chamber,” he added. “You would be amazed at the cross-section of people we get through here from all points of the globe,” Reinhardt said. “We have lots of Canadian ‘snowbirds’ who have homes here that they spend the entire winter in, but we also get visitors from Europe, Brazil, Mexico and Asia — just everywhere. Our referrals go to far more than one person for one day and that is crucial in today’s economy.” Reinhardt makes full use of the existing Visitor ❚ see Visitor on 2
Chamber CEO talks with Sen. Wyland By Lillian Cox CARLSBAD — The atmosphere was congenial but the questions were direct from Encinitas Chamber CEO Marshall Weinreb to Sen. Mark Wyland in a meeting in his offices on Jan. 8. It was the beginning of a new year and Weinreb went right to the point: What was Wy l a n d going to do in Sacramento to improve the enviSENATOR ronment MARK for local WYLAND business? “We need to create a clear, ❚
see Wyland on 13
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ENCINITAS FIRST • FEBRUARY 2010
Calendar The next Encinitas Chamber of Commerce
Sundowner will be held from 5:30 to 7:30 p.m. Feb. 16 at Belmont Village Senior Living, 3535 Manchester Ave., Cardiff-by-the-Sea. The purpose of this event is for all the medical practitioners in the Encinitas area to meet and discuss mutual interests, medical achievements legislation issues and changes in insurance codes. There will be food, beverages and a magician.
Tuesday, Feb. 16 Feb. 5 Peter Sprague and Kevyn Lettau will perform a concert at 7:30 p.m. Feb. 5 at the Encinitas Community and Senior Center. For more information, visit www. petersprague.com.
Feb. 17 Author Eric Blehm will give a lecture at 6:30 p.m. Feb. 17 at the Encinitas Library.. For more details, visit www.www.encinitaslib friends.org/Events.php Feb. 17 Lux@Night, an open house featuring live music for those 21 and up, will be held at 7 p.m. Feb. 17 at the Lux Art Institute. For more information, visit www luxartinstitute.org.
Feb. 6 Free Saturday will take place at the Lux Art Institute beginning at 11 a.m. Feb. 6. Enjoy free admission all day and guided tours, music by Italian jazz guitarist Daniele Spadavecchia, and refreshments. For more informa- Feb. 19 tion, visit www.luxartinstiA Senior Dance with the tute.org. Sundance Band will be held at 2 p.m. Feb. 19 at the Feb. 7 Encinitas Community and A concert with Bishop Senior Center. For more John W. Haynes & Change information, visit www. will be held at 2 p.m. Feb. 7 at encinitasrecreg. com. the Encinitas Library. For more information, visit Feb. 20 www.encinitaslibfriends. The Arts Alive Banner org/Events.php. Unveiling will be held at Cabo Grill in Leucadia from Feb. 11 2 to 5 p.m. For more inforAn acoustic concert with mation, visit www.encinitas Michael Tiernan will be held 101.com. at 6 p.m. Feb. 11 at the Encinitas Library. For more Feb. 27 information, visit www. A Cabaret Night encinitasconcerts. com. fundraiser for the San Dieguito Academy Feb. 12 Foundation will be held An Asian New Year at 6 p.m. Feb. 27 at Celebration will begin at 9 the Encinitas Community a.m. Feb. 12 at the Grauer and Senior Center. For School. Visit www.grauer more information, visit school.com for details. www.sdafoundation.net. Feb. 12 An Artist Sketch Jam will be held at 7 p.m. Feb. 12 at Studio 2nd Street in Encinitas. For more information, visit www.studio2nd street.com.
Visitor continued from 1 Center Web site right when visitors come in. She walks them through how to find all the information they need now and how to access it in the future. A visit to www.encinitaschamber. com, clicking on Encinitas Visitors Center, really puts it all at your fingertips wherever you are coming from, with sites for accommodations, tickets, attractions, beaches and parks, a restaurant guide, transportation, the government of Encinitas, community and a spot to request information. And there are plans to update the
Feb. 27 and Feb. 28 An Ikebana and Bonsai Exhibition will take place Feb. 27 and Feb. 28 at San Diego Botanic Garden. For more information, visit ❚ see Calendar on 12
site in the next few months. “I love that we get lots of locals who own rental property, who come in for maps and things for their renters, plus residents who get material to give to visiting family and friends. We get lots of calls and e-mails, as well,” Reinhardt said. “Right now, I’m finding skateboarding lessons for someone coming in to town. But just as often we help people find a spot for lunch. Encinitas is 30 minutes from everywhere, which makes it a natural getaway or stopping place. We used to be a sleepy community 18 years ago, but we are more of a destination now.”
A ribbon cutting was held in January for Magaña Group. Pictured from left are Sunshine Smith of Taylor Place Real Estate, chamber ambassador; Robert Wilson, real estate agent; Joan Faust, chamber ambassador and assistant manager of San Diego Trust Bankl Renee Burton, real estate agent; Marshall Weinreb, CEO Encinitas Chamber of Commerce; Joscelin Magaña; Suzanne Perez Swanson, chamber ambassador and florist; Nasrin Khoie, real estate agent; Annette “Nettie” Nelson of Nettie’s House, chamber ambassador; Joe Moris, broker; Marilyn Phenow, chamber PR development; and Debbie Caligiuri, membership director of the Encinitas Chamber of Commerce. The Joscelin Magaña Group specializes in coastal country real estate and mortgage. Joscelin Magaña has six years Real Estate experience and 12 years of business experience. He has a willingness to help others, and takes a comprehensive approach, combining best in class technology and timeproven methods to systematically sell homes. The Magaña Group is located at 315 S. Coast Highway 101, Suite W in Encinitas. (SE corner of Encinitas Boulevard and Coast Highway 101 above Leucadia Pizzeria). Call (760) 402-6200 or visit maganagroup.com for details. Courtesy photo
Nonprofit provides a Fresh Start to kids
CHAMBER
PROFILE CARLSBAD — Fresh Start Surgical Gifts transforms the lives of disadvantaged children and young people with physical deformities by providing world-class reconstructive surgery and related services, free of charge. The not-for-profit organization was formed in 1991 by Dr. Dennis Nigro, an Encinitas plastic surgeon, and is run by Shari T. Brasher, CEO and executive director. “Fresh Start helps children who would not otherwise receive this life-changing surgery and provides comprehensive care,” said Nancy B. Kelly, development director.
“Sadly, Dr. Nigro died of can- Others are from families who cer in July 2009, but he left a would suffer significant wonderful, caring legacy in financial hardship if they terms of Fresh Start were to pay for the Surgical Gifts and necessary and costthe work we do.” ly medical treatFresh Start also ment. provides lodging, Why join the transportation and Encinitas Chamber food for each disof Commerce? “To advantaged get to know my patient and one community even guardian, further NANCY B. KELLY better and to share lessening the famiinformation about ly’s financial burden. Fresh Start,” Kelly said. As a national organiza“I live in Encinitas, so I tion, Fresh Start’s goal is to bring my enthusiasm for all treat 50 percent American that our wonderful city offers and 50 percent foreign chil- and love of what I do for Fresh dren. Of their U.S. patients, Start Surgical Gifts,” Kelly said. 66 percent are minorities and What is the best part 49 percent are women. about doing business in Many of these patients are Encinitas? “Our founder was children of the working poor an Encinitas physician and who have no insurance at all this is a very supportive comor their insurance will not munity,” Kelly said. She added cover these procedures. that she loves to visit San
Diego Botanic Garden. “My husband, Anthony, and I enjoy dining out in Encinitas,” Kelly said when asked about her favorite local activities. “I love shopping at Queen Eileen’s and Dreamy and other stores in the Lumberyard.” Fresh Start Surgical Gifts has done amazing things for children in need in the nearly two decades since it began. “Fresh Start has helped more than 4,800 young people with $17 million worth of surgery,” Kelly said. Fresh Start Surgical Gifts is located at 2011 Palomar Airport Road, Suite 200 in Carlsbad. They are open Monday through Friday from 9 a.m. to 5 p.m. For more information, call (760) 944-7774 or visit www.freshstart.org.
Local man earns special designation ENCINITAS — Dennis Smith of Taylor Place Real Estate & Triad Properties has earned the prestigious Certified Distressed Property Expert, or CDPE, designation, having completed extensive training in foreclosure avoidance and short sales. This is invaluable expertise to offer at a time when the area is ravaged by “distressed” homes in the foreclosure process. Short sales allow the cash-strapped seller to pay off the mortgage at the price that the home sells for, even though it is lower than what is owed on the property. With plummeting property values, this can save many people from foreclosure and
DENNIS & SUNSHINE SMITH
even bankruptcy. More and more lenders are willing to consider short sales because they are much less costly than foreclosures. In the San Diego area, more than 5,500 homes are in danger of foreclosing. It is happening in all price
ranges. Local experts say that even high-priced homes are not immune. “This CDPE designation has been invaluable as I work with buyers, sellers and lenders on complicated short sales,” Smith said. “It is so rewarding to be able to help sellers save their homes from foreclosure.” Smith offers free counseling to people that are in distress with their real estate, whether it is pre-foreclosure, short sale, loan modifications, late payments or are just concerned about their future options. Smith has been a Realtor in San Diego County since 1994. “Both real estate firms I have worked for have spe-
cialized in ‘distressed’ properties,” Smith said. “I have worked in the pre-foreclosure arena for 15 years and the CDPE designation enhances my ability to help homeowners who are in trouble, or may be in the future.” “The CDPE education also helps me work with buyers who want to take advantage of deals in ‘distressed’ property such as short sales and bank owned REOs and foreclosures.” Alex Charfen, founder of the Distressed Property Institute in Boca Raton, Fla., said that Realtors such as Dennis Smith with the CDPE designation have valuable ❚ see Designation on 12
ENCINITAS FIRST • FEBRUARY 2010
We Want Your News!
DAVID BOYLAN Lick the Plate
Encinitas First wants to help you share your business news. Any type of business news you’d like to share, we want to hear. From ribbon cuttings to new hires to change of location, no news is too big or too small for Encinitas First. Whether you’re a member of the Encinitas
Marketing
Top trends for 2010 marketing Predicting marketing trends can be a difficult proposition. However, thanks to predictive loyalty metrics that I’ve gathered from various sources, we can measure the direction of consumer values and future trends with uncanny accuracy 12 to 18 months in advance of the marketplace. With that, here are 10 trends for marketers for 2010 that will have direct consequences to the success — or failure — of this year’s branding and marketing efforts. And remember, these principles can apply to any size company. Value is the new black Consumer spending, even on sale items, will continue to be replaced by a reason to buy at all. This spells trouble for brands with no authentic meaning, whether highend or low.
‘Because I said so’ is so over Brand values can be established as a brand identity, but they must believably exist in the mind of the consumer. A brand can’t just say it stands for something and make it so. The consumer will decide, making it more important than ever for a brand to have measures of authenticity that will aid in brand differentiation and consumer ❚
see Marketing on 15
Chamber of Commerce or not, Encinitas First is the place to let everyone know what’s going on in local businesses. Please submit your news to encinitasfirst@ yahoo.com. If you are submitting a picture, please include full names of anyone pictured.
A ribbon cutting was held in January for Lynne Baum’s Advanced Hearing Care in Encinitas. Pictured, from left, are Sunshine Smith of Taylor Place Real Estate, chamber ambassador; Suzanne Perez Swanson, chamber ambassador and florist; Marshall Weinreb, CEO of the Encinitas Chamber of Commerce; Maria Burton, office manager; Annette “Nettie” Nelson of Nettie’s House, chamber ambassador; Marilyn Phenow, public relations development director; Lynne Baum, audiologist/owner; and Joan Faust, chamber ambassador and assistant manager of San Diego Trust Bank. Lynne Baum has 17 years experience improving hearing in individuals of all ages. Her specialty is in rehabilitation of hearing loss and fitting state-of-the-art digital hearing instruments. She provides professional and honest care to all of her patients. They also provide free comprehensive audiologic testing to those questioning their hearing. The office is located at 345 Saxony Rd, Ste. 104 in Encinitas. For more information, call (760) 635-1520 or visit www.advancedhearingsd.com. Courtesy photo
Group helps girls find empowerment ENCINITAS — The city of Encinitas Parks and Recreation Department is now offering Girls on the Run San Diego. Girls on the Run is a life-changing after-school program for 8- to 12-year-old girls. Young ladies are empowered with a greater self-awareness, a sense of achievement
and a foundation in teambuilding to help them become strong, self-confident women. This program combines the mental and physical training it takes to successfully complete a 5K run. Classes meet Tuesdays and Thursdays from 4 to 5:15 p.m. at the Encinitas
Community Center, 1140 Oakcrest Park Drive. To register, visit www.encinitasrecreg.com and use course number 13620. For more information, call Jordan Heller at (760) 943-2269 or e-mail jheller@ cityofencinitas.org.
When your
Brands increasingly a surrogate for ‘value’ What makes goods and services valuable will increasingly be what’s wrapped up in the brand and what it stands for. On a local level — why Hansen’s instead of Encinitas Surfboards or Surf Ride? Brand differentiation is brand value The unique meaning of a brand will increase in importance as generic features continue to plague the brand landscape. Awareness as a meaningful market force has long been obsolete, and differentiation will be critical for success — meaning sales and profitability.
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ENCINITAS FIRST • FEBRUARY 2010
FROM THE DESK OF THE CEO
859 Second Street Encinitas, CA 92024 Phone: (760) 753-6041 Fax: (760) 753-6270 E-mail: info@encinitaschamber.com
EXECUTIVE BOARD CEO Marshall Weinreb (760) 753-6041 ceo@encinitaschamber.com President Angel Haag Ubuntu Hair Studio Vice President Genevieve Wing Wing Insurance Services Treasurer Melaini A. Peet Union Bank of CA Secretary Suzanne Perez Swanson Business Blossoms Florist
BOARD OF DIRECTORS Vanessa Keller Comerica Bank Maryam Rad Positive Place Montessori School Lynn Banda San Diego UnionTribune Al Delino Al Delino Design Nettie Nelson Nettie’s House Greg Petree North Coast Health Center
VISITOR CENTER Director Pat Reinhardt
Advertising/Production COAST NEWS GROUP 828 North Coast Hwy. 101, Suite C 760-436-9737 E-mail: encinitasfirst@ coastnewsgroup.com SUBMISSIONS To submit articles, photos and press releases for consideration for an upcoming issue, please e-mail: encinitasfirst@yahoo.com ©2009 ENCINITAS CHAMBER OF COMMERCE
These are very exciting times for the chamber. I am happy to report we are averaging more than 15 new members each month and the renewal rate is exceeding our expectations. The obvious reason for these results is that it has once again become a value-added proposition for a business to join this organization. This month Encinitas First is releasing its first in a series of news articles on health care in Encinitas. In-depth interviews MARSHALL with members of our Health WEINREB Care Committee will clearly show the magnitude of our medical community. On Feb. 16, we will have our inaugural medical networking event. The Education Committee will be sponsoring a golf tournament on June 25 to benefit the Encinitas
Educational Foundation. It is also working in conjunction with other organizations to fund the BizTown program for all our fifth-graders to participate in. The Communications Committee is about to announce the Arts in Business program, which will benefit the huge group of artists in Encinitas. Next up will be creating a committee for restaurants/lodging/retail. If you represent any of these industries and would like to be a part of this initiative, please call me at (760) 753-6041 or e-mail me at ceo@encinitaschamber.com. Be a part of the committee and find ways to promote your business better during these difficult economic times. March 26 will be the State of the City dinner (see page 11 for more information). The event will honor the Firefighter of the Year, Deputy of the Year, Encinitas Union School District Teacher of the Year and the San Dieguito Union High School District Teacher of the year as well as the Citizen of the Year.
The feature of the evening will be Mayor Dan Dalager’s State of the City presentation. There will also be some lively entertainment. Call the chamber and get your tickets fast or see the ads in this newsletter and The Coast News. Also on the horizon is the exciting A Sporting Life event featuring Tony Hawk and friends to be held May 23 at Oak Crest Middle School. This will be an event no one, especially the young athletes, will want to miss. It is quite gratifying for me to see our local businesses stepping up to sponsor and partner with us in the events planned for 2010. Momentum is growing and it is an exciting place to be. As I have said from the beginning, I cannot succeed alone, as it takes caring individuals to take the leap and offer to help promote our community and its businesses. Together we are making a difference and it is just the beginning.
New residential COMMENTARY construction fell To be competitive, America in December needs a first-class workforce
From www.uschamber.com
New residential construction The Census Bureau reported that new residential construction decreased 4.0 percent in December as winter weather stalled many projects. Housing starts in December were at a seasonally adjusted annual rate of 557,000. Year over year, construction is up by 0.2 percent. Permits for new housing actually increased to 653,000 from November’s 589,000. The latest figures show that the recovery in the housing market will be uneven. A significant upturn is not likely until the labor market gains momentum. Jobless claims For the week ending Jan. 16, initial claims jumped by 36,000 to 482,000. The Labor Department warns, however, that the increase in initial claims coincides with the end of the holiday season and the reduction in seasonal staff by retailers and other firms. Continuing claims fell by 18,000 for the week ending January 9 and are now down to 4.6 million. Looking ahead, continuing claims should continue to fall incrementally, but employers will likely not make significant additions to their payroll until late 2010. Producer Price Index As prices for food increased in December, the Producer Price Index (PPI) gained 0.2 percent. In November, producer prices surged 1.8 percent as energy prices soared. The core PPI, which excludes totals for food and energy, was unchanged for December. Energy prices fell 0.4 percent for the month. For all of 2009, the PPI increased 4.4 percent. Looking ahead, the PPI should remain in check due to weak demand because of the struggling labor market and low consumer confidence.
Lawsuit abuse obstructs job creation By Tom Donohue PRESIDENT AND CEO, U.S. CHAMBER OF COMMERCE
Leave it to the plaintiffs’ trial lawyers to add insult to injury. While American businesses and families spent 2009 coping with the effects of a severe recession, the plaintiffs’ bar was hard at work bringing a whole new round of outrageous lawsuits on behalf of clients hoping to get rich quick by winning the litigation lottery. To chronicle some of the most egregious lawsuits, the U.S. Chamber Institute for Legal Reform (ILR) introduced its First Annual Most Ridiculous Lawsuit of the Year Poll. Nominees were drawn from the monthly Most Ridiculous Lawsuit poll winners featured on FacesofLawsuitAbuse.org, a public awareness Web site that aims to show how abusive lawsuits affect small businesses and average families in very real ways. Throughout the year, ❚ see Abuse on 9
By Tom Donohue PRESIDENT AND CEO, U.S. CHAMBER OF COMMERCE
In the wake of the worst economic crisis since the Great Depression, Americans are engaged in a vigorous debate on how to create jobs, foster long-term growth, and enhance our global economic competitiveness. While there are many different perspectives, almost everyone agrees on this: The fate of our economy, the hopes of our children, and the viability of the American Dream begin and end with education. Not long ago, America was the unquestioned leader in education. But those days are gone, and the rest of the world is catching up. Today, we are running in place or falling behind. The statistics tell an alarming story. High school dropout rates are approaching 30 percent for all students and nearly 50 percent for minorities. More than half of U.S. science and engineering postdoctoral students are on temporary visas from other countries. And even though IBM topped
the 2009 list of new patents awarded, only four U.S. companies were in the top 10. We can’t continue on this course and expect to compete and win in the worldwide economy. That’s why the U.S. Chamber of Commerce strongly supports reauthorization of the America COMPETES Act. This legislation would improve the number and quality of STEM (science, technology, engineering, and math) teachers, increase support for STEM students at the postsecondary level, attract underrepresented groups to STEM courses and careers, support basic research, and establish programs that will help create new forms of energy and commercialize new innovations. The America COMPETES Act puts the focus right where it should be — on increasing the number of American students proficient in STEM and ensuring that we have sufficient R&D funding to drive innovation and propel technological progress. That’s
why we also support the permanent extension of the R&D tax credit. It will encourage needed investments in important areas of the economy such as renewable energy, energy efficiency technologies, health care and biotechnology. But we can’t stop here— we must better utilize Americans who already have these skills. For example, there are thousands of civilian and military personnel who have extensive STEM education and training. Unfortunately, their professional certifications often don’t translate between the military and civilian worlds. Many contentious issues are being debated in Congress and across the country, but reauthorization of the America COMPETES Act, permanent extension of the R&D tax credit, and fixing certifications shouldn’t be held back because of politics. The facts are clear, the need is urgent, and the benefits are undeniable. Let’s get on with it.
Who is an employee? Confusion over employee classification Larry Lorber MR. LORBER IS AN EXPERIENCED LAW PRACTITIONER.
With the growing mobility of workers, more workforce regulations, and increasing penalties for misclassifying workers as independent contractors, employers—especially small businesses—have to be even more careful when designating a worker as an employee or independent contractor. In 1992, the U.S. Supreme Court ruled that the dominant test for determining the status of workers should focus primarily on who has the right to control the actions of the worker. As applied by the IRS and other federal agencies, this test focuses on the following factors:
— Does the employer specify the manner and means by which the work is to be performed? — Is the worker paid in a regular and consistent manner? — Does the worker bring his or her own tools, or does the employer supply them? — Does the worker or the employer choose the hours of work? — Is the work permanent, temporary, or intermittent? — Is the work related to the normal business of the employer, or is it separate and distinct? Potential employer liabilities for misclassifying employees fall under several headings: Taxes: If workers are
reclassified as employees, the employer may be liable for penalties in addition to income tax withholding, FICA, FUTA, and state tax liabilities. Currently, the statute of limitations for imposing additional tax penalties is three years. Overtime: If the worker is reclassified as an employee, the standard overtime rules apply. If the worker was not paid overtime for hours worked in excess of 40 hours per week, the employer may be liable for two years, or perhaps three, of back pay and liquidated damages for willful violation plus attorneys’ fees. Some states have longer statutes of limitation. Employee benefits: If an ❚ see Confusion on 9
ENCINITAS FIRST • FEBRUARY 2010
5
Businesses join to help Haiti quake survivors ENCINITAS — The North County Natural Living Group is sponsoring a Fashion Swap and Valentine’s Day sales event to benefit Haiti earthquake survivors from 5 to 8 p.m. Feb. 9 at Chiro Solutions Family Wellness Center, 119 N. El Camino Rea, Suite F in Encinitas (in the Trader Joe’s shopping center). Food and refreshments will be served. For every two pieces of clothing or accessories you bring in to trade, take one home. Plus, get an extra door prize ticket when you bring more than four items. Be sure to check in and pick up your raffle ticket to win the door prize — a sample set and gift basket full of goodies from these vendors: — SheaTouch: Anna Allen’s 100 percent natural personal care products. So pure you could eat them! — White Lotus Living: Jan Tucker has a full array of safe botanical cosmetics and personal care products made from plants and other safe ingredients — Beyond Bliss/US Aloe: Kerry Tepedino will quench your thirst with US Aloe’s amazing organic juice products, which improve overall health, energy, sleep and control weight — Yoga Mat Spray: Julie Quinn’s spray is more than for yoga mats. It’s made from essential oils to disinfect, deodorize and refresh just about everything — Encinitas Orchids: Don and Yvonne Doerfler will provide lovely orchid arrangements to add ❚
see Survivors on 9
A ribbon cutting was held for Belmont Village in January. Pictured on the left couch, from left, are Ania Macdonald, Helen Saurwein, Midge Poindexter and Larita Henderson. Pictured back row, from left, are Sunshine Smith of Taylor Place Real Estate, chamber ambassador; Marshall Weinreb, Encinitas Chamber of Commerce CEO; Debbie Caligiuri, membership director for Encinitas Chamber of Commerce; Suzanne Swanson, chamber ambassador and florist; Belinda Hunter of Belmont Village; Encinitas City Councilwoman Teresa Barth; Bill Snyder; Encinitas Deputy Mayor Maggie Houlihan; Inan Linton, executive director of Belmont Village Senior Living; Joan Faust, chamber ambassador and assistant manager San Diego Trust Bank; Encinitas Mayor Dan Dalager and Charly; and Katherine Zacharias, of DWAC Insurance and Service, chamber ambassador. Pictured on the right couch, from left, are Joan Harrow, Harry Wellhouser, Vita Daleo, Doris Shewbridge and Marian Reba. Belmont Village specializes in Independent Living, Assistant Living and Circle of Friends Program (for persons with mild cognitive impairment & dementia care). Residents enjoy fully-equipped private apartments, and full access to all amenities, including an on-site fitness center, computer center, salon, and restaurant. Independent Living at Belmont Village allows residents to transition comfortably. Should needs change, residents can make a seamless transition to Assisted Living without the added difficulty of moving to unfamiliar surroundings. Belmont Village opened in 2009, and is located at 3535 Manchester Avenue in Cardiff-by-the-Sea. For more information, call (760) 436-8900. Photo by Jason Land
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The ultimate home wine storage room, about 10’ x 11’ holds approximately 1,000 bottles. Courtesy photo
Jamroc 101 receives 2009 Best of Encinitas Award WASHINGTON, D.C. — Jamroc 101 Caribbean Grill has been selected for the 2009 Best of Encinitas Award in the Caribbean Restaurants category by the U.S. Commerce Association, or USCA. The USCA “Best of Local Business” Award Program recognizes outstanding local businesses throughout the country. Each year, the USCA identifies companies that they believe have achieved exceptional marketing success in their local community and business category. These are local companies that enhance
Syrah/Shiraz, Cabernet Franc, Barolo, Barbaresco, Brunello, Sangiovese, Zinfandel, Malbec, Merlot and a countFRANK less array of blends. They MANGIO need time to mature. Tannins need to soften and Taste of Wine mix into the harmony of “No wine before its time” tastes provided by the fruit, is a truthful quote that has ❚ see Taste on 15 lived through the ages and has served wine lovers well in their quest for vintage-flaCoupon vored wines. Certainly there Expires 3-1-10 are many professional storage companies out there that would be happy to store your Town Cars San Diego best cases of cab for a hefty price, but I will pass on that www.TownCarsSanDiego.com and instead concentrate on home cellaring and storage. Flat Rate First, here’s why you need $ to wait for the right time, espeRound-trip service ea. way cially for reds with strong bodies like Cabernet Sauvignon,
the positive image of small business through service to their customers and community. Various sources of information were gathered and analyzed to choose the winners in each category. The 2009 USCA Award Program focused on quality, not quantity. Winners are determined based on the information gathered both internally by the USCA and data provided by third parties. USCA is a Washington D.C.-based organization, funded by local businesses operating in towns, large and small, across America.
The purpose of USCA is to promote local business through public relations, marketing and advertising. The USCA was established to recognize the best of local businesses in their community. Their organization works exclusively with local business owners, trade groups, professional associations, chambers of commerce and other business advertising and marketing groups. Their mission is to be an advocate for small and medium size businesses and business entrepreneurs across America.
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ENCINITAS FIRST • FEBRUARY 2010
Law firm offers solution-oriented advice from business-savvy lawyers SAN DIEGO — Juniper Sanderson Wiggins LLP is a law firm specializing in business law, employment law, health law and regulatory legal matters. In 2003, Lisa Sanderson (a sophisticated New York girl) and Kitty Juniper (a small town country gal) formed Juniper Sanderson LLP on the basis of mutual respect for each other’s legal work and 17 years of friendship. Their goals were to use the lessons they learned working inside corporations to provide practical, usable advice to businesses — rather than the theoretical legal drivel they had
T1
CHAMBER
PROFILE
encountered from many outside firms. Their colleague, Evelyn Wiggins, originally from Wyoming, agreed wholeheartedly with these goals and became the firm’s third partner. The attorneys have stuck by their pledge to do the right thing by clients and by each other. They feel fortunate that their long-term clients are “good corporate citizens who
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share our values.” In 2008, they expanded their team with the addition of paralegal and office manager Jennifer Brzezinski (a real-live native Californian and graduate of UCSD). Their latest addition is attorney Elizabeth Daniels who is from Point Loma. What makes Juniper Sanderson Wiggins special? They have a small number of clients they know well and offer experience and business-savvy advice, according to Sanderson. The practice joined the Encinitas Chamber of Commerce because they enjoy working on worthy projects with other business owners and professionals. Although the firm isn’t located in Encinitas, it has ties to the area. “While my office is located downtown, my family is from North County and I am interested in expanding my Encinitas client base,” Sanderson said. “We provide solutionoriented legal advice and good value,” Sanderson said when asked what she would like Encinitas residents to know about the firm. Juniper Sanderson Wiggins LLP is located at 4002 W. Broadway, Suite 700. They are open from 9 a.m. to 6 p.m. For more information, call (619) 321-4455 or visit junipersanderson.com.
Specimen at the Lux Art Institute in Encinitas is a retail store open during Lux’s regular hours that carries a variety of items “devoted to the appreciation of science, art, nature and adventure.” For more information, visit www.luxartinstitute.org. Courtesy photo
Lux Art Institute presents Specimen ENCINITAS — Lux Art Institute, San Diego’s first LEED-certified interactive art destination, has opened Specimen: A Store Project by Mark Quint and Adam Belt. Commissioned by Lux, Specimen is a unique retail experience devoted to the appreciation of science, art, nature and adventure and is open to the public during Lux’s regular open hours. Museum visitors can view a mix of curious treasures and unique gifts in the former Lux Library. From rare botanicals to shells, maps, books and puzzles, Specimen displays and sells products that intrigue and educate visitors while enhancing Lux’s overall mission to “redefine the museum experience and make art more accessible and personally meaningful.” The store installation also echoes the
ecological, scientific and artistic focus of Lux, which, from its serene location alongside the San Elijo Lagoon, fosters an open relationship between its resident artists and the natural environment. “Lux is thrilled to collaborate with a talented artist, Adam Belt, and San Diego’s most adventurous art dealer, Mark Quint, for our first retail project,” Lux Director Reesey Shaw said. Additional objects of interest that will be available for purchase at Specimen include terrariums, globes, minerals, jewelry, crystals, skeletons, rock candy, bugs, figurines, ceramic fragments, science kits and wooden and stone sculpture. Items will range in price from a few dollars to a few ❚
see Specimen on 9
Welcome! • 2002, Angelos Burgers The Encinitas • 2008, Bishop’s Tree Service, Chamber of Commerce would like to welcome all Inc. • 2000, Community Resourse new and renewing Center members.
New members • Cosmetic & Restorative Dentistry of Encinitas, PLC/Randall S. Ruminson, DDS • Fresh Start Surgical Gifts • Green Earth Insurance Solution, LLC • Juniper Sanderson Wiggins LLP • The Neurology Center
Renewing members • 2007, Accommodations & Vacation Rentals – HomeAway • 2008, Allie’s Party Equipment Rental, Inc. • 1988, Allstate Insurance, Scott Stevens
• 2008, CyberKnife Center of San Diego, Inc. • 1964, Don Hubbard Contracting Co. • 2000, EDCO Waste and Recycling Services, Inc. • 1964, Encinitas Mortuary • 2000, Hartley Cylke Pacific Insurance Services, Inc. • 2007, Home Away, Accommodations & Vacation Rentals • 2004, La Costa Canyon High School • 2006, Magical Child • 2000, Peiser Solutions • 2006, Reinhardt Insurance • 2009, Sanderling Waldorf School • 1999, Specimen House, Inc. • 2008, Vacatiion Rentals.com San Diego
A Special THANK YOU to our long-standing members for supporting our Chamber Don Hubard Contracting Co. — 45 years Encinitas Mortuary — 45 years
New member plaques supplied by:
ENCINITAS FIRST • FEBRUARY 2010
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All insurance needs met under one Encinitas roof
CHAMBER
PROFILE ENCINITAS — Green Earth Insurance Solutions is a multiline insurance agency based in Encinitas that can accommodate all of your insurance needs. Home insurance, business insurance, auto insurance, homeowners insurance, health insurance are all under one local roof. Owner and agent Richard Swoy is a 35-year insurance veteran who became licensed in 1975. What makes Green Earth Insurance Solutions special? “We focus on running an environmentally friendly business, and of course we do this while saving our clients money!” Swoy said. According to Swoy, joining the Encinitas Chamber of
Commerce was a natural step people of Encinitas and make for his business. “One reason their lives better,” Swoy said. I relocated my office was to A love of the Pacific goes become more involved in our hand-in-hand with reasons community,” he said. to love Encinitas. “I enjoy And the Swoy family is everything involving the definitely involved. “My wife, ocean,” Swoy said. “One of Michele, is the treasurer of my favorite pastimes is the Olivenhain watching my wife Town Council and daughters surf.” and I plan to be According to involved with the Swoy, the benefits of Encinitas Green Earth Chamber of Insurance Solutions Commerce on at are twofold. “We are least one board,” dedicated to serving he said. the needs of our Michelle clients and the enviSwoy is also a vet- RICHARD SWOY ronment,” he said. eran insurance agent, with 24 Green Earth Insurance years in the industry. Solutions is located at 2611 S. The Swoy family, includ- Coast Highway 101, Suite ing their three dogs and two 103. Office hours are cats, are proud Encinitas resi- Monday through Friday dents. from 9 a.m. to 5 p.m. and A love of the city and its Saturday by appointment. people are a driving force for For more information, or to the Green Earth Insurance request a free quote, call Solutions team. “The best (760) 633-1333 or visit part about having a business www.greenearthinsurance here is being able to serve the solutions.com.
A ribbon cutting was held in January for Adventure Ski and Snowboard School. Pictured from left, Joan Faust, chamber ambassador and assistant manager of San Diego Trust Bank; Genevieve Wing of Wing Insurance & Financial Services, chamber ambassador; Sunshine Smith of Taylor Place Real Estate, chamber ambassador; Marshall Weinreb, Encinitas Chamber of Commerce CEO; Kent Bry, owner and instructor at Adventure Ski and Snowboard School; Marilyn Kovach of Chef Marilyn, chamber ambassador; Debbie Caligiuri, membership director Encinitas Chamber of Commerce; Suzanne Perez Swanson, florist and chamber ambassador. In the background on skis are Mieu Bry and Ken West, ski instructors for Adventure Ski and Snowboard School. The Adventure Ski and Snowboard School’s revolving carpet, located since 1977 next to Hansen’s in Eninitas, offers Southern California skiers and snowboarders a dynamic instruction program, ideal for all ages and abilities. This is a great and safe way to learn, improve your skills and condition your muscles. Visit www.adventureski.com for more information. Courtesy photo
Welcome to a different level of dentistry
CHAMBER
PROFILE From left, Chief William Lansdowne, SDPD; Christina Coloura; Maurice Orange; District Attorney Bonnie Dumanis; Blake Stech; Julio M.; Eric Sturham; and Sheriff William Gore. Courtesy photo
Law enforcement honors local heroes at Rotary event SAN DIEGO — The 19th annual Law Enforcement Salute to Local Heroes was held Jan. 14 at the Town and Country Resort and Convention Center in Mission Valley. Christina Hennigan of Mission Valley was honored by the San Diego Police
Department. Hennigan was attacked in her garage by a suspect in six home invasion robberies/sexual assaults and fought back. The marathon runner chased the suspect despite being punched in the face while in pursuit. An off-duty Border Patrol agent got
involved after hearing her screams for help and held the suspect for police. Maurice Orange of El Cajon was honored by the San Diego Police Department. Orange, a martial arts expert, came to the ❚
see Heroes on 15
MiraCosta offers divorce workshop for women CARDIFF-BY-THE-SEA — MiraCosta College’s Community Services Program offers a program for women who want to learn more about the process of divorce. Second Saturday: What Women Need to Know About Divorce is offered the second Saturday of each month. The next scheduled class is set for 8:30 a.m. to 1
p.m. Feb. 13 in Room 505 at MiraCosta College’s San Elijo Campus, 3333 Manchester Ave., Cardiff. Second Saturday explores the legal, financial, psychological and social issues of divorce; discusses community resources available to those contemplating divorce; allows participants to meet others experiencing similar life changes; and
more. Registration for Second Saturday is on-site from 8 to 8:30 a.m.; no pre-registration required. Space is limited and therefore enrollment is on a first-come basis. The fee for each session is $45. Scholarships are available by request prior to the seminar. For additional information, call (858) 792-0524 or (760) 736-1660.
ENCINITAS — Dr. Craig Fitch, D.D.S. began his cosmetic, restorative and general dental practice in 1990. What makes his practice different is that he offers highend customer care. A 1981 graduate of the Indiana University Dental School, Dr. Fitch was first awarded a hospital-based general practice residency
and then joined the Navy completed a mini residency Dental Corp, serving the in aesthetic dentistry at UCLA Marines at Camp and is a Fellow of Pendleton. After the prestigious Las completing his Vegas Institute for Naval duty in 1985, Advanced Dental Dr. Fitch opened Studies, a worldhis own practice in renowned center Encinitas, where for the study of he has been proboth neuromuscuviding exceptional lar and aesthetic care ever since. dentistry. Dr. Fitch Always want- DR. CRAIG FITCH attained fellowship ing to remain on the leading status in the Academy of edge of his profession, Dr. General Dentistry in 1993. Fitch has pursued countless Dr. Fitch joined the hours of post-graduate edu- Encinitas Chamber of cation at some of the finest ❚ see Dentistry on 15 institutions in the country. He
Alternative energy training programs COAST CITIES — MiraCosta Community Services is offering oneweek alternative energy training programs in broad
band, wind turbine, hybrid vehicle technician and solar photovoltaic. Earn a certificate for course completion. Full tuition assistance is
available for qualified students. For schedule and location information, call (760) 795-6820, or go to www.mccae.org.
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ENCINITAS FIRST • FEBRUARY 2010
SEACREST VILLAGE By Carolyn Brooking Marketing Director Seacrest Village Retirement Community
A ribbon cutting was held in January for Seaside Janitorial Service. Pictured above from left are Suzanne Perez Swanson, chamber ambassador and florist; Pat Reinhardt, manager of the Encinitas Visitor Center; Marilyn Kovach, chamber ambassador and chef; Genevieve Wing of Wing Insurance & Financial Services, chamber ambassador; David Doyle, owner of Seaside Janitorial Service; Debbie Caligiuri, membership director with the Encinitas Chamber of Commerce; Sunshine Smith of Taylor Place Real Estate, chamber ambassador; Marshall Weinreb, CEO Encinitas Chamber of Commerce; and Joan Faust, chamber ambassador and assistant manager San Diego Trust Bank. Seaside Janitorial Service is a commercial cleaning service utilizing green eco-friendly products and methods. Some of the services offered are home/office cleaning, building maintenance, construction cleanup, move in or move out cleaning and more. They are dedicated to customer service and satisfaction. Call (858) 361-7700 for a free estimate or visit www.seasidejanitorialservice.vp.web for more information. Courtesy photo
Pacific Station center continues to grow ENCINITAS — Developers of Pacific Station have announced that the majority of its retail space is now leased at the mixed use development currently under construction in downtown Encinitas next to the Encinitas transit center, one block from the civic center and downtown library. “Of the 40,000 square feet of retail space, only one 1,800-square-foot space remains available,” said John DeWald, of Cardiff-based John DeWald & Associates, lead development partner in the $40 million project. “Construction of the project is on track for completion in spring of 2010.” Retail tenants will include a Whole Foods Market, a restaurant and several shops. In addition, Pacific
According to its developers, Pacific Station has now leased the majority of its mixed use development of retail and residential currently under construction in Encinitas. Courtesy photo
Station is already in discussions with potential tenants for more than half of the 9,000 square feet of office space that has just been made available, and the interest list for the 47 upscale residential units is growing rapidly. Marketing for the residential units did not begin until late January 2010.
DeWald & Associates, has worked in conjunction with Phase 3 Properties, Inc. The project was designed by an architectural team consisting of John Maple/Maple Dell + McClellan Architects; Allard Jansen Architects, ❚
see Pacific on 13
Carol DelSignore, executive director of Conner’s Cause for Children, accepts a check from Encinitas Chamber of Commerce CEO Marshall Weinreb for funds raised at the Dec. 17 fundraiser. Courtesy photo
Chamber business, community unite to help Conner’s Cause ENCINITAS — Conner’s Cause for Children began providing services to families of very sick children in 1995, one year after the death of 4-year-old Conner Champ, whose North County family was the first of thousands to receive much needed financial assistance and in whose memory the organization was founded. Based in Encinitas, the mission of Conner’s Cause for Children is to ease the
financial burden for families of children with lifethreatening illnesses residing or receiving treatment in San Diego County, including families living in Riverside and Imperial Counties. Their sole focus is to provide direct and immediate financial assistance with the escalating costs of out-of-pocket medical or non-medical costs, including basic needs such ❚ see Cause on 13
Art guild hosts workshop to try out different media ENCINITAS — A Visual Art Workshop with a chance to try out a variety of mediums taught by skilled San Dieguito Art Guild artists will be held from 9:30 a.m. to 12:50 p.m. Feb. 25 at the Ecke Building at San Diego Botanic Garden. There will be three sessions, one hour each, with a short break between sessions. Ages 62 and up are free. Ages 18 to 61 are $20.
ARTIST OF THE MONTH
What to expect: — Artist / instructor will have examples of finished pieces in their medium — Instructor will give a short demo — All materials will be provided — Students will work on a simple project that they can take home. It is not expected that the students ❚ see Guild on 14
North County resident Tom Shannon is the February Artist of The Month at St.Tropez Bakery & Bistro. Shannon’s work is influenced by various cultural experiences in Southern India including as a Peace Corps volunteer, followed by service in the United States Army in South Vietnam. His exhibit is titled “Water Music in Color Series” and consists of works inspired by his love of sailing. He makes his watercolors and acrylics into giclee reproductions, prints and greeting cards. Tom is also an accomplished pianist, which also has been a great influence on his artwork. He is a member of the San Dieguito Art Guild and the Rancho Santa Fe Art Guild. St.Tropez Bakery & Bistro is located in The Lumberyard at 947 S.Coast Highway 101. Courtesy photo
Have you given up on your New Year’s goals? What goals did you set for yourself in 2010? Popular New Year’s goals include saving more money, drinking less alcohol, getting fit and reducing stress. At the end of each year, people often look at the goals made the previous year, criticize themselves for not achieving them, then set the same goals for the year to come. By early the next year, their goals are again not met. As people age, this annual cycle can lead to futility, frustration and depression. People may feel like failures, and like time is running out. Not true! People of any age can be successful in improving their life by developing and following a strategic plan. If you’ve already given up on attaining your 2010 goals, don’t despair. Recreate them. Split a larger goal into a series of small goals. Develop alternative behaviors that will help you achieve your goals. If you want to quit smoking and you smoke to relax, find alternative ways of relaxing. Be true to yourself Make sure the goals you create are yours, not something others demand or expect of you. Rely on a supportive network. For seniors, this may be their retirement community friends. Here at Seacrest, we support one another by offering respect, empathy and understanding. Achieving goals doesn’t have to begin on January 1. If you’ve missed the mark, simply resolve to start anew. Right now. Today. Believe in yourself! If you have a question on aging that you would like addressed in this column or confidentially, please contact Carolyn at (760) 632-0081 or cbrooking@ seacrestvillage.org. Seacrest Village Retirement Communities provides services to seniors in an environment that promotes community, independence and innovation at its campuses in Encinitas and Rancho Bernardo.
ENCINITAS FIRST • FEBRUARY 2010
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What’s your brand? By Enrique Ramirez VICE PRESIDENT, MARKETING FEDEX OFFICE
Everyone knows that networking is critical to success in career development, starting a business, and forging relationships. To stand out, take the additional step of creating your own personal brand. Personal branding is not unlike corporate branding. It is about presenting yourself in the best possible light to your customers, employer, and even friends. It’s about determining what you want to represent to others and then living that brand in everything you do and say. Technology is making it easier than ever to market yourself and your small business in the same way large companies have been marketing themselves for years. Following are some tips for creating your own personal brand: Start by creating your brand statement. Don’t think about a job title, but consider what differentiates you from others. What are you known for? Remember in high school when people were labeled “Most Likely to Succeed” or “Class Clown”? How would you be classified today? What value do you bring to your work and to relationships? Put it in writ-
ing. This is the most important step in creating your brand. Be consistent. Once you have defined your brand, carry it out in everything you do, whether it’s the way you dress, your online presence, or your e-mail signature. Utilize every opportunity to express your brand. Tools and templates are available to create your own materials, such as business cards and stationery, to reflect your brand. Thanks to advances in printing and online tools, anyone can have a polished and professional look with their printed materials, whether it’s a business presentation or a thank-you note. Use technology wisely. Your Facebook page, Twitter feed, LinkedIn profile, and other forms of electronic communication make up your online identity. Think of your online identity as an extension of you, not as a separate identity. These tools aren’t just about what you post but also what others are saying. Take inventory of your online presence, then set up an aggregator to pool feeds about you or your company from common search engines and social networking tools. Finally, be true to yourself and your values. Be creative and uniquely you!
A ribbon cutting was held for Rite Aid Pharmacy in January. From left, Sara Powell, pharmacy tech; Suzanne Perez Swanson, florist; Annette “Nettie” Nelson of Nettie’s House; Sunshine Smith of Taylor Place Real Estate; Laura Lotz, pharmacist; Jennifer Mark, pharmacy technician; Cecilia Borrelli, sales associate; Marshall Weinreb, CEO Encinitas Chamber of Commerce; Eloy Garcia, general manager; Carly Garcia cutting the ribbon; Al Betti, assistant manager; Vanessa Keller, Comerica Bank assistant banking manager center; Marilyn Kovach of Chef Marilyn; Jose Mario Valdez, Union Bank financial services officer; and Genevieve Wing of Wing Insurance & Financial Services. The entire staff of Rite Aid Pharmacy at 4455 Manchester Avenue/Encinitas Boulevard would like to thank the communities of Encinitas and Rancho Santa Fe for their overwhelming support. Their pharmacy has a drive-thru window, and you can get refills at any Rite Aid throughout the entire country. Should you have any concerns or special needs, feel free to contact either Mark Loomis, pharmacy manager, or Eloy Garcia, general manager, at (760) 9439423. Courtesy photo
State of the City program planned ENCINITAS — “Gateway to the Future,” the ninth annual Encinitas State of the City dinner and awards banquet, featuring keynote speakers Encinitas Mayor Dan Dalager and Deputy Mayor Maggie Houlihan, will be held from 7 to 9 p.m.
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ination fo Submit your nom OF THE YEAR ITIZEN ENCINITAS C cinitaschamber.org or mail to en , CA 92024 o@ and send to: ce erce, 859 Second St., Encinitas 10 ber of Comm an Feb. 28, 20 Encinitas Cham e & contact number no later th with nam Contributing Sponsors:
March 26 at the Encinitas Community Center located at 1140 Oakcrest Park Drive. The event, sponsored by the Encinitas Chamber of Commerce, Scripps Encinitas, El Callejon Mexican restaurant, San Diego Gas and Electric and
EDCO, will feature Mexican cuisine and margaritas. A portion of the proceeds will benefit the newly formed Trust for Educational Scholarships. . Dalager and Houlihan’s addresses will be followed by the recognition of the
Encinitas Deputy and Firefighter of the Year, along with the Teachers of the Year from the Encinitas Union School District and the San Dieguito Union High School District. There will also be performances by illusionist ❚ see Program on 14
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ENCINITAS FIRST • FEBRUARY 2010
Design and marketing firm gives chamber a facelift
CHAMBER
PROFILE CARDIFF-BY-THE-SEA — Nexus Design + Marketing, based in Cardiffby-the-Sea, recently completed the design and production of the new branding for the Encinitas Chamber of Commerce. In conjunction with the new chamber management, Nexus has undertaken the branding assignment with the design of the new logo, Web site homepage and upcoming marketing materials. “We set out to develop a new look that was indica-
tive of the fresh start the chamber was embarking on after the management change in late 2009,” Creative Director Craig Calsbeek said. “The graphic represents the symbiotic relationship the chamber must have with its members. The interconnected ‘linked chain’ pieces depicts how the success of both are dependent on each other, thus raising the value of membership.” “After my first meeting with Nexus I realized that they knew their business, did great work and were passionate about exceeding all their clients’ expectations,” Chamber CEO Marshall Weinreb said. “The new colorful logo adds some excitement to the
look and feel of the chamber and will surely raise eyebrows in a positive way.” Nexus Design is a fullservice graphic design, advertising and marketing firm that specializes in the design of corporate branding, brochures, direct mail, print ads, product packaging, signage, trade show displays and Web site design. Nexus Design + marketing is located at 1510 Gershwin Street in Cardiffby-the-Sea. For more information, call (760) 635-3636 or visit www.nexusdesign inc.com.
Friends of Cardiff and Carlsbad State Beaches advertise their cause to those who benefit from their efforts at Cardiff and Carlsbad campgrounds. Courtesy photo
New group forms to Professional IT firm targets help local beaches
ENCINITAS — TransTech One offers fullservice IT solutions, including network installation and maintenance, hardware/software maintenance and support, network security and consulting services. The company, wholly-owned by Transcendent One, Inc., recently opened a retail computer service center for local consumers to have access to the highest-caliber of services performed by bona fide IT professionals. “We are excited to finally provide a retail outlet in which locals may take advantage of the technological expertise of true IT professionals,” said Todd Krajewski, CEO of TransTech One. “Unfortunately, most consumers only know what they have been spoon-fed by the major electronics/office retailers. Not only is our pricing more competitive, but the quality of work performed
is simply unparalleled.” puter workshops for local Krajewski is a graduate students to learn today’s of Point Loma Nazarene most commonly used comUniversity and puter applicaC o l e m a n tions and University, with enhance their emphasis in computer skills. computer sciThe company will ence and system soon be donating engineering. He computers to is currently an local schools and active cryptolohaving monthly gist in the Navy student essay Reserve and TODD KRAJEWSKI contests for demonstrates prizes such as more than 10 years of cor- popular netbooks, wireless porate IT experience. broadband cards, and stor“Information technolo- age devices. gy is such an important and As a special service integral part of our every- offering to all members of day professional and per- the Encinitas community, sonal lives,” Krajewski said. TransTech One is offering a “With so much of our liveli- free complimentary PC hood dependent upon tune-up (a value of $95) these technologies, we can- when visiting their not afford to leave IT per- Computer Service Center formance up to chance. We (drop-off and pick-up locahave positioned TransTech tion). The company is also One with the current mar- extending a free IT consulket in-mind as the most tation or site-visit for all cost-effective solution for local businesses to evaluate one’s IT needs without and ensure all business netcompromising the quality works, machines, and of work being performed.” processes are performing TransTech One is look- as efficiently as possible. ing forward to not only creTo take advantage of ating a presence in these special offers, or to Encinitas, but all North request more information County coastal communi- about TransTech One’s ties. The company is excit❚ see IT on 15 ed to launch weekend com-
By Alyx Sariol COAST CITIES — Despite falling victim to budget cuts, local state parks and beaches are receiving a helping hand from a group of passionate North County residents. The newly formed Friends of Cardiff and Carlsbad State Beaches, or FCCSB, aims to provide where government funding no longer can. The nonprofit’s efforts help generate money to assist in outdoor education of San Diego County residents and maintain local parks and campgrounds. “The money has to come from somewhere and the association is going to be the one bringing this in,” said FCCSB’s inaugural president Andy Gillum. “The parks need all our help.” FCCSB is working alongside state park employees to ensure the parks have money for what they need most. Through fundraisers like Christmas in July and by cashing in recyclables left on the beach, the association provides funds for interpretive programs and park improvements that will benefit local residents for years to come. “We don’t have a lot of money left,” said Brian Ketterer, north district superintendent for California State Parks. “We
Calendar
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continued from 2 www.sdbgarden.org. Feb. 28 The Full Moon Poets’ Winter Poetry Slam will be held at 6 p.m. Feb. 28 at La Paloma Theater in Encinitas. For more information visit www.full moonpoets.org.
and Senior Center Wednesdays at 3 p.m. Farmer’s Market at the Cardiff Library, Sundays from 10 a.m. www.silverageyoga.org. to 2 p.m. at Paul Ecke Central Elementary Horseshoe Pitching School. Sundays from 2 to Age 12 and up, 5 p.m. at Flora Vista Tuesdays and Thursdays at Elementary School. 5 p.m. at Oakcrest Park. For more info, call the Cardiff Yoga for Seniors Riviera Horseshoe Club at Mondays at 2 p.m. at (760) 436-5166. the Encinitas Community
continued from 2 training in short sales that can offer the homeowner much better alternatives to foreclosure, which virtually destroys the credit rating. These experts also may better understand market conditions and can help sellers through the emotional experience, he said. Are you, or do you know
can’t do anything without volunteers.” FCCSB’s generosity directly helps educational programs put on by Laura Ohman, an interpretive director and youth program coordinator with California State Parks. Although her grant-supported position also has two major sponsors, FCCSB’s contribution helps her buy art supplies and other neccesities that keep her programs running. Ohman hosts beach cleanups and Junior Ranger programs where she said children can “learn about the environment while making a difference.” She speaks on topics like recycling, oceanography and weather during her after-school and campfire programs that draw residents from all over. Her programs alone educated more than 7,000 children from April through December of last year. Ohman’s programs are also set to benefit from park improvement plans that the nonprofit has proposed for South Carlsbad State Beach. Blueprints have already been drafted for a special events area named Pelican Point at the park’s north end. The location will serve as an outdoor classroom and a venue for special events to generate extra income for the park area programs. “You’d be hard-pressed
to go anywhere and find a better backdrop than Pelican Point,” said Gillum, who noted the area as a beautiful venue for weddings and other events. Although the blueprints are ready to go, the association is seeking local carpenters and other volunteers to help construct the stage in the near future. Board members encouraged residents to reach out to people they know who can help move the project along. “Everyone knows somebody who knows somebody,” board member Dennis Kessler said. At the association’s most recent meeting, current members spoke passionately about the nonprofit’s work to encourage others to volunteer for a position or join as an annual member. “We really need people power and local businesses behind us,” board member Bill Mahoney said. By meeting’s end, the association had five new board members and had registered its first annual contributors. “We can (help) and have fun doing it,” Kessler said. “I want this park here for my grandkids.” For more information, to become an association member or to volunteer, email FriendsofCardiffand Carlsbad@yahoo.com.
someone who is in a “distressed” situation with real estate? Do you need knowledge or assistance with preforeclosure, foreclosure, short sales and loan modifications? Smith can help with free consulting. You can learn what your options are and you get to decide the course of action to take. Smith said the CDPE education “also enhances
my ability to work with buyers who want to take advantage of deals in ‘distressed’ property such as short sales and bank-owned REOs and foreclosures.” For more information about pre-foreclosure, foreclosure, short sales and loan modifications, call Dennis Smith at (760) 436-0087 or e-mail dennis@SanDiego Homes4u.com.
ENCINITAS FIRST • FEBRUARY 2010
Health Care
py, acupuncture, reiki and support groups are free to any cancer patient in San Diego County through the center’s nonprofit, the San Diego Cancer Research Institute. The center also houses the first satellite of the UCSD Department of Radiation Oncology. The facility offers patients state-of-the-art treatment that includes a Varian Trilogy linear accelerator, the most sophisticated technology available today in radiotherapy. Patients have access to all the latest treatments for every disease site including stereotactic brain/body radiosurgery, intensity modulated radiation therapy and imageguided radiation therapy. Deputy Mayor Maggie Houlihan has benefited from care at the center for treatment of endometrial cancer. “Encinitas residents are extremely lucky to have the wide array of medical, mental health, dental and specialty medicine that we enjoy both through UCSD and Scripps Encinitas Health, and its corresponding offices, and also through practitioners located along the El Camino corridor near Garden View and in individual neighborhoods throughout the city,” she said. “We have a long history of healing arts and we are living up to that history. It’s very fortunate that a city this size has this variety and level of sophistication in their health choices to include traditional medicine as well as complementary offerings such as chiropractic and eastern medicine, most notably acupuncture, qi gong and Chinese herbs. I look forward to working with the chamber and other community groups in educating the public about all of these options.” Hospital Since 1978, Scripps Encinitas has served the growing communities of North County with 142 beds and more than 650 physicians. The hospital’s 1,400 employees have a personal stake in the community with about 54 percent living within a 10-mile radius of the city and more than 20 percent residing in Encinitas itself. Despite having the busiest emergency room per bed, per capita in California, Scripps Encinitas’ ER has one of the top patient satisfaction scores in the nation. To keep up with growth, Scripps Encinitas is about to launch a major expansion that will include a new parking structure and critical
care building which will house state-of-the-art emergency and inpatient nursing departments. Building is contingent on the success of fundraising efforts. Of the $65 million needed through philanthropy, $10 million was given by the Leichtag Foundation in December. The donation is a welcomed gift. “Coastal North County has grown dramatically in recent years, but our hospital has not expanded in nearly 20 years,” said Carl Etter, chief executive of Scripps Health Encinitas. “Despite that, we have managed to care for our patients at the highest level possible that ranks us in the top five percent of hospitals in the nation. The $10 million Leichtag Family Foundation gift to Scripps Encinitas will afford us the opportunity to expand our facility to meet the current and future needs of our community.” A $7.5 million gift was donated earlier by the Leichtag Foundation. “Past gifts have been very impactful,” said Dr. Michael Lobatz, immediate past chief of staff at Scripps Encinitas. “The gifts to the emergency department and the women’s birth pavilion have affected the lives of tens of thousands of people.” Lobatz reports that the latest donation will be used to purchase an MRI breast coil, digital mammagram, anesthesia machine, cardiac echo machine, laprascopic video tower, EEG, Fluroscan C-arm x-ray used during surgery and wireless monitors for the emergency room. Funds are also earmarked for renovations of the women’s imagining and outpatient lab areas. “Virtually every part of the hospital is being touched by these gifts,” he said. “Hospitals today can’t exist without philanthropy.” Scripps Encinitas’ parking structure is set to break ground in the spring, followed by the critical care building in 2011. Other upcoming projects include expansion of the main hospital building, a new outpatient services and medical office building, and an acute care building. This article is the first of a four-part series dealing with Encinitas as a health care destination. The next story will explore services available to uninsured and underinsured residents through community clinics operated by North County Health Services.
tial architecture is a mix of two-story townhomes, two-story lofts and singleInc. and Architecture story flats ranging from approximately 600 to 2,400 Illustrated. Pacific Station’s residen- square feet in size.
For more information about Pacific Station, or to place your name on the residential buyer interest list, visit www.Pacific Station.net.
continued from 1 Center at 477 N. El Camino Real is the largest outpatient health center in North County offering more than 200 health practitioners representing more than 50 specialties plus ancillary services such as imaging, outpatient surgery, laboratory and pharmacy. “North Coast Health Center is unique in that the vast majority of these services are located in one campus setting,” said Greg Petree, president and COO of AmeriCare Medical Properties. “Patients benefit by having access to the most reputable primary care and pediatric groups in North County as well as to some of the most cuttingedge specialty care anywhere in San Diego.” Two years ago, the center added a fourth medical building which substantially grew its cancer treatment capabilities and other medical specialties. The expansion included the addition of CyberKnife Centers of San Diego offering the first CyberKnife stereotactic radiosurgery system to North County. The expansion also included medical oncology and pediatric specialty care as well as orthopedics, plastic surgery and an overnight sleep center. This month North Coast Health Center completed construction of the first in vitro fertilization clinic and lab in North County. Later this year the center will open a new hyperbaric wound care center boasting the nation's largest outpatient hyperbaric chamber. “Over the last 20 years, more and more medical services have migrated to an outpatient environment in Encinitas creating enormous patient convenience as well as cost savings,” Petree said. “When combined with the local clinic and hospital, Encinitas offers its residents the entire spectrum of medical care close to home.” Located in the same block is the San Diego Cancer Center which uses a multidisciplinary approach to wellness. This includes physical, emotional and psychological guidance combined with a wide variety of clinical trials using new combinations of medicine, new molecules, immunotherapy, gene therapy and anti-angiogenesis which go hand-in-hand with research on the effects of complementary medicine therapies. Therapies such as yoga meditation, massage thera-
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Jan. 20, the Leucadia Wastewater District board of directors awarded $1,000 grants to several Carlsbad REWARDS OF On teachers. Above, directors David Kulchin, Judy Elaine Sullivan, Don Omsted, President WASTEWATER Hanson, Allan Juliussen, La Costa Meadows Elementary Teacher Susan Moise, Leucadia Wastewater District Executive Assistant Trisha Hill, Librarian Mary Clark and Principle Jennifer Carter. This is the district’s second year offering the Teacher Grant Program to local schools. The grants will help local teachers fund environmental programs relating to water conservation, recycled water or wastewater management. For more information about this program, contact LWD at (760) 753-0155 or visit www.lwwd.org. Courtesy photo
Wyland continued from 1 concise picture of what small business are facing on a daily basis,” Wyland said. “Businesses with seven or less employees represent 95 percent of businesses in California.” Weinreb explained that small business owners are overwhelmed with compliance issues. “Yes, many if not most businesses are being asked to provide innumerable reports and comply within regulations,” Wyland replied. “Some are reasonable and make sense. They take time and can make it much more difficult to operate. Big businesses have a department to do this. When I had a small business I had to do it myself.” Wyland added that he believes there are good people working in the bureaucracy, but that the environment lacks any incentive for efficiency. “How difficult is it for someone in your position to get an initiative to the point of being voted on?” Weinreb asked. Wyland responded that the problem is not getting bills introduced, rather it’s that there are too many of them. He estimates more than 2,000 bills are introduced each year. “What’s difficult is for the legislature to make it easier to pass bills out of committee to the chamber,” he said. “That’s
Cause continued from 10 as transportation, food and utility bills. Conner’s Cause for Children is the only area organization which provides assistance to families of children with critical illnesses or life threatening injuries regardless of a child’s specific diagnosis. In 2009, Conner’s Cause provided assistance to more than 400 families. Conner’s Cause receives no
the challenge.” He continued. “If I had to increase the tax credit it would be difficult. Members feel we’re giving too many tax breaks to business. Inevitably you’ll have more revenue to do things with.” When Weinreb asked how to thwart lobbyists and special interest groups, Wyland replied that it’s not as bad as it’s made out to be. “The real issue is less about a lobbyist trying to influence you than it is people’s beliefs, ideas and assessments of what the right laws are,” he said. “Small businesses are the job creators, not large businesses. I have colleagues who have a different view.” Wyland went on to explain that California has the highest rates of workman’s comp in the nation. “What we have is a system where probably a substantial number of claims end up being represented by attorneys,” he said. “Many times compensation depends on the size of the award. This is a bad incentive.” Wyland explained that hand injuries from nail guns represent one of the most common workplace injuries. “In Nevada or California the same injury is treated differently,” he said. “In Nevada you are off work three or four weeks. You might need therapy, but in less than two months you are back at work.” He said California is
another matter. “Within three weeks you are lawyered up and have a permanent disability. The cost to the employee is greater because his sense of self worth suffers.” Wyland explained that when he was in business, he held a competition among his employees to be injury free after first explaining how the cost of workmen’s comp insurance affects the customer. “We were able to get changes that otherwise couldn’t have happened,” he said. Weinreb continued by asking how small business owners could help themselves. “We need personal stories,” Wyland said. “A letter is good — meetings, too, with specific recommendations that you can bring to members on both sides of the aisle to hold our feet to the fire.” Weinreb concluded by asking how to stop the exodus of businesses relocating to other states. “I think that is one issue we can do something about,” Wyland said. “We need to protect and increase jobs, control spending wisely and effectively, and improve the education system. “California is not going to get anywhere unless we become what we used to be — a place of innovation, a place of creativity, a place where people want to do business.”
public funding and depends on local individuals, businesses and organizations to help families in need. A Dec. 17 event at Rancho Santa Fe Plaza raised funds for Conner’s Cause, and Encinitas Chamber of Commerce CEO Marshall Weinreb was on hand recently to present the organization with a check for funds raised. “We are deeply grateful for this donation and greatly
appreciate the support that we have received from the many chamber members who have donated to our fundraising events over the years,” Carol Del Signore, executive director for Conner’s Cause, said. For more information on Conner’s Cause, e-mail carol@connerscause.org. For further details, call Conner’s Cause for Children at (760) 487-1592 or visit www. connerscause.org.
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ENCINITAS FIRST • FEBRUARY 2010
Guild continued from 10 will be able to finish it during the day. However there will be an hour at the end of the day for them to ask more questions or perhaps finish a piece. — List of stores and Web sites where they can purchase additional supplies and how much they can expect to spend — List of where they
can get additional training or lessons in the medium they choose. Mediums offered (students may choose three out of six) are watercolor, pastel, jewelry, photography, gourds and fiber arts. Space is limited. To ensure that you reserve your space and get to try the mediums of your choice, contact swanson 121@cox.net. For more details, visit www.OffTrackGallery.com.
PUBLIC ART
Artist Manuelita Brown poses next to her statue, “The Encinitas Child,” a gift to the city of Encinitas. An unveiling sponsored by DEMA took place on Jan. 29 on South Coast Highway 101 between Encinitas Boulevard and D Street. The new piece of public art was sponsored by DEMA, the county of San Diego, the City of Encinitas Arts Grant Program and the Mizel Family Trust. Photo by Jason Land
Program continued from 11 Joel Ward and comedian-ventriloquist Joe Gandelman. Encinitas Chamber of Commerce CEO Marshall Weinreb said this year the chamber will also be reaching out to the community for nominations for a first-time Encinitas Citizen of the Year award. “We will be accepting nominations from businesses, nonprofits, or anyone who can demonstrate what this man/woman or even child has done to significantly add to the betterment of the community,” Weinreb said. “Encinitas is weathering the economic storm like so many other cities, and there have been so many that have stepped up to contribute significantly with deeds that have made a difference.” Anyone interested in submitting a nomination with a statement of no more than 50 words may send information with subject heading to “Encinitas Citizen Nomination,” along with name and number to contact no later than Feb. 28. Cost of tickets is $45 per person or $320 for a table of eight. Tickets may be purchased by calling the Encinitas Chamber of Commerce at (760) 753-6041 or on the chamber Web site at www.encinitaschamber. com. The deadline to purchase tickets is 5 p.m. March 8. For more information on this event, contact Pat Reinhardt at (760) 753-6041.
ENCINITAS FIRST • FEBRUARY 2010
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Design firm helps businesses with visual communication Above left, Chief Lansdowne and honoree Maurice Orange. Above right, Chief Lansdowne and honoree Christina Hennigan. Courtesy photos
Heroes continued from 7 rescue of a purse-snatching victim and held the perpetrator for police. Blake Stech of La Jolla was honored by the District Attorney’s Office. Stech came to the rescue of a woman who was being physically assaulted by two suspects who robbed her. He chased after the suspects despite attempts
Dentistry continued from 7 Commerce to meet other local business owners. The best part about having a business in Encinitas, according to Dr. Fitch, is “location, location, location.” And the “warm, sunny days.” Dr. Fitch’s favorite things to do in Encinitas are go to the
Taste continued from 5 sugar and alcohol. Whether it be a small rack on the floor of the dining room, a temperaturecontrolled cooler that holds 20 to 200, or a room with hundreds of precisely crafted racks with a tasting table, some rules apply for all. However many bottles are in your collection and whatever the quality and value, keep a record of the date of purchase, cost of each bottle and where it was purchased. I always rank each wine with a simple but effective 1 to 5 (bad to excellent ) ranking, adding to my core list of wines that I love. Always store wine on its side. That way the cork does not dry out (assuming it has a cork top.) Keep wine at a consistent temperature, ideally about 55 degrees when storing, but don’t be concerned if it is “room temperature” ( 72 degrees). What matters is the temperature is virtually the same day to day. Keep your wine out of direct sun which can push up the temperature especially in an “afternoon” setting. The stages of maturity are accelerated and are rushed through to a sour state, turning it into cooking wine. The final rule is really meant for breaking and is the most controversial. When is a wine that’s been stored ready to drink? Wine lovers can debate this for hours. I have
to assault him. He was able to recover most of the victim’s property when the suspects fled in a waiting getaway car. His testimony led to a conviction. Julio M. of Oceanside was honored by the District Attorney’s Office. He became a star witness in the execution of a police officer, providing information to authorities that led to the recovery of evidence and the arrest and con-
viction of three defendants. Eric Sturham of Rancho Penasquitos was honored by Sheriff William Gore. Sturham, the manager of a Poway bank, followed an armed robber in his personal car after being held up and provided the information to Sheriff’s Deputies. The serial bank robber and his accomplice were captured after a pursuit and both pleaded guilty to their crimes.
beach, take care of patients and play golf. In addition to his regular and cosmetic dental services, Dr. Fitch would like people to know that he also treats sleep apnea and TMJ issues, including headache pain. One of Dr. Fitch’s main goals is to have people feel like special guests and not just patients. The office is
designed to be as inviting as it is advanced. The practice of Dr. Craig Fitch, D.D.S., is located in the North Coast Health Center, 477 N. El Camino Real, B 207. The office is open Monday through Friday from 7 a.m. to 4 p.m. For more information, call (760) 943-1449 or visit www.craigfitchdds.com.
let more than a few wines sit too long, only to open them and shriek in disgust at the sour, vinegar-like taste. Most red wines start out with a tight berry-like flavor, then over the years become velvety soft and more complex to the taste. It’s like some magical mystery moment when the wine becomes perfectly balanced. I personally gauge that moment as five years after the vintage or harvest year on the label. But if you must … it’s not going to hurt if you drink it when you buy it.
readers. They have a 38-acre tract near Santa Barbara that they bought in 2004 for $1.5 million, including a tiny “fixer upper” house. When they planted their vines, they soon found out that capital improvements on things like a well for irrigation sopped up many more hundreds of thousands of dollars. By their account, maintaining the vineyard takes upwards of $8,000 an acre annually. The typical yield of grapes is about 2 to 4 tons per acre, which they can sell for about $4,000 per ton to neighboring wineries. They plant mostly Pinot Noir which is in high demand, as long as the harvest is kind to them. Unfortunately, the ’08 harvest was plagued by frost early on and almost wiped out their crop. They only harvested 3.5 tons total. In this business, as small operators, they have to wait until somebody else comes along that wants to “do something I love,” and buys them out at a handsome profit. In the meantime, they don’t drop their day jobs.
So you want to own a vineyard? Over the years I have talked to a ton of owner/operators of vineyards and wineries about their decision to get into the wine business as growers and bottlers. A good number came from families that had been doing this for generations and in far away European countries. More than a few have come from careers that have been as far from farming as you can get, especially the technology and engineering industries. Most of the reaction I got from that subject is “I wanted to do something I love.” Then, when the day-today operations are brought up, I found that it is a consuming and expensive love. Recently the Wall Street Journal found a couple who were willing to lay it out for
Frank Mangio is a renowned wine connoisseur certified by Wine Spectator. His library can be viewed at www.tasteofwinetv.com. (Average Google certified 900 visits per day) He is one of the top five wine commentators on the Web. Reach him at mangiompc@aol.com.
ENCINITAS — Electrum Designs is a new company offering services in graphic design, Web development, multimedia and photography. The guiding purpose of Electrum Designs is to convey a dynamic message through visual communication. The team responds to the design needs of its clients by creating unique and engaging solutions to each project. Clarity, integrity and creative vision are core values that inspire Electrum Designs and are reflected in the work they produce. Electrum Designs emerged in 2009 as a platform for owner and lead designer Keesha Seeley to share her combined creativity, design skills and small business expertise with a new client base in Encinitas. Seeley is a versatile design professional with more than seven years experience in marketing and small business operations and an affinity for all Adobe CS4 programs. A background in action sports, recreation, tourism and service
Marketing continued from 3 engagement.
CHAMBER
PROFILE industries provide a wide range of experiences from which Seeley is able to draw inspiration, and therefore create successful marketing tools for her clients. A fresh perspective on the design industry and an appreciation for living in such a beautiful community as Encinitas make this new company a valuable addition to the Encinitas Chamber of Commerce. Their design process is structured to achieve the optimal result for their
They won’t need to know you to love you As the buying space becomes even more onlinedriven and international (and uncontrolled by brands and corporations), front-end awareness will become less important. A brand with the right street cred can go viral in days, with awareness following, not leading, the conversation. After all, everybody knows GM, but nobody’s buying their cars. Social media anyone?
Consumer expectations are growing Brands are barely keeping up with consumer expectations now. Every day consumers adopt and devour the latest technologies and innovations, and hunger for more. Smarter marketers will identify and capitalize on unmet expectations. Those brands that understand where the strongest expecta- It’s not just buzz Conversation and comtions exist will be the brands that survive — and prosper. munity is all; eBay thrives based on consumer feedOld tricks don’t/won’t back. If consumers trust the community, they will extend work anymore In case your brand didn't trust to the brand. Not just get the memo here it is that word of mouth, but the right consumers are on to brands word-of-mouth within the trying to play on their emo- community. This means the tions for profit. In the wake of coming of a new era of custhe financial debacle of this tomer care. past year, people are more aware then ever of the hol- They’re talking to each lowness of bank ads that other before talking to claim “we’re all in this togeth- the brand Social networking and er” when those same banks have rescinded their credit exchange of information and turned their retirement outside of the brand space plan into case studies. The will increase. Look for more same is true for insincere celebrity pairings: think Seinfeld & Microsoft or Tiger Woods & Buick. Celebrity continued from 12 values and brand values need to be in concert, like services, call (760) 707-5335 or Loren Nancarrow and simply visit their Computer Sequoia Solar. That’s authen- Service Center drop-off and pick-up location at 2011 ticity.
IT
clients. They begin with an assessment of the project at hand to determine the client’s design needs. They aim to work efficiently to create customized layout options, and they will refine the design to deliver a finished product that is the optimal solution for their client’s business. Electrum Designs has become a part of a network of design and technology savvy professionals allowing the company to effectively accommodate projects of any size. Electrum designs is located at 1106 Second St. No. 261 in Encinitas. For more information, call (760) 936-3063 or visit electrumdesigns.com.
Web sites using Facebook Connect to share information with the friends from those sites. More companies will become members of Linkedin. Twitter users will spend more money on the Internet than those who don’t tweet. Engagement is not a fad; it’s the way today’s consumers do business Marketers will come to accept that there are four engagement methods including Platform (TV; online), Context (Program; webpage), Message (Ad or Communication), and Experience (Store/Event). But there is only one objective for the future: Brand engagement. Marketers will continue to realize that attaining real brand engagement is impossible using outdated attitudinal models. David Boylan is the founder of Artichoke Creative, an Encinitas based integrated marketing agency. He can be reached at david@artichoke-creative.com. Palomar Airport Road Suite 110 in Carlsbad. Store hours are Monday through Friday from 8 a.m. to 6 p.m. and Saturday 8 a.m. to 1 p.m. For more information, visit www.transtechone.com.
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