Fall 2013

Issue 2.2 - fall 2013

Getting Pithy With It

Pith Works Takes Branding to the Next Level

Brew idaho

Treasure Valley brewing industry

complimentary copy

Mogul in the Making Roshan Roghani

Blazing Trails and Building a legacy

Staff & Contributors MAGAZINE STAFF Editor in Chief Brian Shields Managing Editor Jessica Doherty Literary Director Adan David Callsen Director of Business Development David Shields PUBLIC RELATIONS DIRECTOR Tai Simpson Creative Director Kelsey Hawes Photography Director Levi Bettwieser Fashion Editor Kellie Levesque SALES Director Amy Leveque Ditton Graphic Designer Dylan Tapp EVENT PHOTOGRAPHERS Keri Anderson, David Buetow and John Rathburn Our talented team of writers, photographers, and stylists are listed with their respective articles.

Cover Photo

by Levi Bettwieser

www.twitter.com/iam_Fusion www.Facebook.com/FusionMag www.instagram.com/fusionmagazine

208.412.4972

The Voice of the Valley

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The Voice of the valley

the Photographers Keri Anderson “I am a freelance photographer and the owner of Diamond K Photography, specializing in public/ private event candids, portraits, real estate listings and business marketing.

My passion is capturing life as it happens.

My work has been featured in several Downtown Boise publications, the MLS and I am the primary photographer for Thunder Mountain Line. Aside from photography, I am an office geek, a traveler, musician, vocalist, artist, a western horse person and a lover of culture that suffers from a nasty case of sarcasm.”

Tim Love is a freelance photographer who specializes in assignment, outdoor and humanitarian photography. His passion for being both behind the lens and in the middle of adventure has led him to photograph all over the world - from rural villages in Vietnam, sweeping desserts in Burkina Faso, North Africa, to mountain summits in North America. Always ready to capture what has rarely been seen or to make something familiar be seen in a new way. www.timlovephoto.com.

David Buetow “became addicted to Photography when I was eight years old, and made my first camera out of a Quaker oatmeal Cylinder. I have spent my life developing my own style with a camera and over the years I have grown a loving relationship with the many artistic sides of photography. To all the veterans, I hope you never lose your passion for the arts, and to all the up and coming photographers; I hope you find your diligence in working to improve and decipher your own style. “

Levi Bettwieser “Creative portraiture is my passion. When taking stills of people, no two frames will ever be the same. The opportunity to manipulate light, to create something truly artistic, is unmatched by any other style of photography. I usually only see the flaws in my work, which constantly forces me to hone my skills, and improve with every shoot.“ Photo by Von Giltzow Photography mellissa larson “I was born in Vegas but grew up in Southern Utah. I knew I wanted to broaden my horizons so I decided to become a moderate transient and explorer. After living several very different places I somehow ended up in Boise. I do full time photography for my company Sunny Daze. My life experiences give me a unique perspective of the world and I love that I can express that through my photography.”

Pete Grady is an editorial and commercial photographer based in Boise, ID. He brings a background in painting and drawing to his work and technical knowledge from the aerospace and semiconductor industries. Pete enjoys camping, birding, astronomy and cooking and can be found in the mountains and deserts of the Intermountain West with his wife, Joyce, and dog, Ella.

Peter Carrera is an energetic, creative, local professional photographer who’s joy comes in shooting unique photography.

He studied finance and business and has been very successful with his art throughout the valley. He is now happily married to the love of his life Kari! Peter enjoys constant travel, friends and family, volunteering at his local church and anything adventurous!

Search Peter Carrera Photography

Fusion Magazine v.2.2 Fall 2013 3

the WRITERS drey campbell was born in Twin Falls, raised in Nampa, lives in beautiful Idaho.

Drey has two degrees: a BA in psych and an LCSW. He works as a counselor and a professor, and loves to write and spend time outdoors. “I am 30 this year and have lived in Hawaii and Belgium. Most of my free time goes to adventures with my Dog Ginger, on my bike, or with my faith community at Harvest Church in Meridian.“ Alanna Love is a freelance writer and editor who loves crafting quirky fiction and thought provoking poetry, but can also do anything from restaurant reviews to beauty how-tos. She is currently working on a novel and a screenplay and when she is not writing she is a voracious reader aiming to read 1000 books before she turns 25 years old. Read some more of her work at www.alanna-love.com.

Liz fraley is a recent master’s graduate from Boise State University and is a contributor to Fusion Magazine. Elizabeth enjoys covering Hollywood related events and fashion, but doesn’t forget about key Idaho events. This year she has covered the Sundance Film Festival, Sun Valley Film Fesitval, Oscars events, and the International Cannes Film Festival. isla brazzil is a dual citizen, being born in the U.K, with residency in United States as well as the European Union. She will graduate in December with a bachelor’s in Journalism and emphasis in creative writing. Although writing is a passion, Brazzil also specializes in public relations with experience in event planning, social media marketing, campaign work, and design and has completed six internships during her time at University of Idaho.

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Creative & Marketing Katie Olsen is a professional writer/copy editor who enjoys the various genres of her trade. As a native Idahoan, and a Communications major at the College of Western Idaho, she loves spending time with her family and exploring the great outdoors. With a passion for creativity, she is currently working on a novel in her spare time while pursing new options. http://www.facebook.com/katie. olsenmitchell Lizz Anne Naughton is a young writer who aspires to make the world a better place. She studied English with a writing emphasis at Boise State University, and loves fostering that passion by writing for local Boise publications. Lizz Anne loves writing about modern art, Human Rights issues, and allergy-safe food. She’s been writing for Fusion Magazine for about a year now, and helps edit material for the magazine’s website.

Natalie Craig is a junior and mass communication major at Boise State University. She has written for USA Today college, The Arbiter, and Collegefashionista. com. She loves fashion journalism and works on incorporating more of a fashion craze on campus amongst students. She first found her passion for journalism in college while writing about campus events and student life. She hopes to inspire her readers to chase after their dreams like she does.

Adan David Callsen: is Fusion’s Literary Director. Now part of team Fusion he hopes to use his keen eye and detail oriented skills to help bring you more with every issue! Known for his creativity and unique perspective we are excited to have him.

Kelsey Hawes is a local freelance graphic designer and artist and has been Fusion’s Creative Director for over a year now. She has a BFA in Visual Communications from the University of Arizona, and after spending her final semester abroad in Italy on an archaeological dig, she made her way back home to Boise. see Kelsey’s work at kelseyhawes.com “Fashion Kellie” Levesque Born and raised in Idaho, Kellie was always a small town girl with big city dreams. With four years of professional experience in the field of styling, fashion journalism, merchandising, layout design, photo shoot direction, and image consultation, she lives for sharing her passion for style with the world.

When Kellie is not styling, blogging, consulting, or shopping, she deeply enjoys her life as a wife and mother. Kellie truly believes that fashion is all about loving the way you feel and portraying who you want to be through the clothing that you wear. Wear what makes you happy and never forget that “Everyday is a fashion show, and the world is your runway!”

Tai Simpson: is a transplant to Boise by way of the Nez Perce Indian Reservation.

While at BSU, Tai was a student and community activist championing for Native American and minority rights and opportunities. At Fusion, Tai takes the lead as the Director of Public Relations as well as new business support. She’s been helpful in multitasking day to day operations and event planning.

Tai brings to Fusion a fresh pair of eyes when brainstorming ideas, connecting with new and existing business partners, participating in community activities and growing Fusion’s reach and influence in the Treasure Valley.

Tia Lee: has been on the Fusion fashion team as a hair stylist since its second issue. Tia has been in the industry for over 14 years. She is currently a Regional Artisan for Keune International, training industry professionals in the art of Keune Color. She also been trained as a make-up artist by Sebastian. Tia is a firm believer in continuing education, keeping up with all the incoming and outgoing trends.

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LETTER FROM THE EDITOR

JESSICA DOHERTY Our fall issue is here! Thank you to all our readers for your continued support and our advertisers for making this issue of Fusion a success.

I would especially like to thank our staff and contributors who worked hard to keep this issue full of interesting content, amazing photography and dynamic visuals. The energy you all bring to Fusion ensures our continued success and efforts to bring exciting new events to the Treasure Valley.

Our team has been working hard on this issue we hope you enjoy it!

Make sure to check out our piece on fall fashion, and of course, our cover story on Camille Beckmans very own, Roshan Roghani – a name you should familiarize yourself with.

This issue is no doubt one of my favorites, filled with creative features on the new landscape of Boise, highlighting some of the valley’s coolest places to work and recapping our 2nd annual iAM Fusion Awards, which was held July 20th at the Egyptian Theater. Thank you everyone for voting and making the event a success.

I would like to take this moment to extend a huge thank you to my family and friends for the support they’ve given Fusion in the past two years. Most importantly my sister Jo for being my rock and making sure my dog Pepper was always fed! I can’t begin to express my gratitude to everyone who has contributed to Fusion’s success: Dale Tu, Tia Lee, Shaylinn Barlow, Tai Simpson, Adan David, Jonathan Segali, Kelsey Hawes and countless others – they’re contributions are truly what made every issue of Fusion possible.

My time with Fusion has been exciting, fun and most of all memorable.

I’m looking forward to the next chapter of my career here in Boise!

Jessica Doherty Managing Editor

Photo by Mellissa Larson Hair: Taylor Martin Makeup: Justin Brady (iAM FUSION nominee)

Connect with Jessica: Jess@fusion-mag.com @jesdoherty

Fusion Magazine v.2.2 Fall 2013 7

Where great food Meets the perfeCt pour great food

ClassiC roCk

140 taps

Now opeN iN the village at meridian • 3693 e. longwing lane meridian • 208.288.0990 • yardhouse.com

Fusion Magazine v.2.2 Fall 2013 9

TABLE OF CONTENTS 13 COVER - BUILDING AN EMPIRE Roshan Roghani

58 I AM FUSION

Sherri Biethman

18 IDAHO LAUGH FESTIVAL

61

20 FALL COCKTAILS

62 PITH WORKS

Branding Agency

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BUSINESS SPOTLIGHT

24

BOISE BICYCLE PROJECT

26 CRIBS

Martine’s Loft

61

BOISE RESTAURANT GUIDE

BOISE RESTAURANT GUIDE

64 TECH

Eye Open Network

30 DRAFT VISION Treasure Valley Brewing Industry 32

BREWERY SPOTLIGHT Crooked Fence Brewery

34 STYLE Creative Doors 38 ART Converge at BAM page 26

page 30

page 39

page 34

page 24

39 FASHION The Art of Thrifting 52 NEW AGE OF JOB HUNTING 54

BOISE’S COOLEST PLACES TO WORK

56 REAL ESTATE Hilary Anne Lee

page 13

Building an Empire Roshan Roghani

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Tim Love Photography timlovephoto.com 208.869.8709 timlovephoto@gmail.com

• adventure • outdoor • creative • backpacking • rafting • world • environmental • explorer • virtual tours

google business photos • fine art • landscape • digital • humanitarian • hammocks • flying • product • film •

assignment • commercial • travel • coffee

Building an Empire Roshan Roghani INTRO TO THE COVER STORY

Everyone here at Fusion is excited for this issue and our cover story – our first solo female and black and white cover! I hope we live up to your expectations; I am particularly fond of our cover model – the beautiful and brilliant Roshan Roghani!

You will learn more about her in our cover story, but out of sheer admiration and respect I wanted to address a few things in our intro letter. After reading and learning more about her in our cover story, I couldn’t get past one thing; How someone with such a diverse and at times challenging upbringing grew to be a compassionate humanitarian full of confidence and love.

It is through sorrow came strength for Roshan. It is a past of both adversity and positivity that has influenced her life and has defined her, personally and professionally. As a result, her sense of community has molded her and the future of Camille Beckman.

Roshan’s story is one combined of choice and responsibility mixed with family values. Her personal decisions have grown into what is now an opportunity creating societal changes with the utmost passion.

I hope you find our cover story to be as interesting, empowering and encouraging as I do. You will learn more about the Camille Beckman Foundation and hopefully see the direct influence of Roshan coping with negative experiences, transitioning into her work with minorities, women and children. Through adversity, encouragement, and by empowering others, Roshan is trying to turn her hard work into continued future success not only for her, but also for the many people involved at any capacity with Camille Beckman and the Camille Beckman Foundation.

Adan David, Literary Director

• climbing • family • vintage • beaches • 13

Roshan Roghani Locally owned, globally aimed, and philanthropically driven Photography by Levi Bettwieser

Sold at over 8,000 independent retailers nationwide, Camille Beckman has been a household name when it comes to hand creams, lotions, and soaps since 1986. Founded in the north end of Boise, the company now operates out of Eagle, and has been ranked the US Gift Industry’s best selling personal care line for 19 consecutive years. Susan Camille Beckman Roghani started the company through art fairs in Boise to not only give women the comfort of silky skin, but also to provide opportunities to mothers. The signature rose buds that adorn many Camille Beckman products are still hand tied by mothers in the treasure valley to this day.

Fusion: Thanks for taking the time to sit down with us today.

Tell us a little bit about yourself.

The company has experienced exponential growth, achieving numerous milestones, and earning consistent industry and consumer accolades. However, that growth hasn’t taken the company far from its humble beginnings, as made apparent by the charitable work of the Camille Beckman foundation. The philanthropic organization gives to over two-dozen charitable organizations a year, with roughly half of them being local.

Roshan: After I finished school I realized I could make a bigger impact and stem interest in the things that matter most by focusing on Camille Beckman and what our growth can do for the Foundation. Business is bigger than politics now, and us little guys will have a chance to create change in the future as the masses tire of the big-box, spoon fed conglomerate world.

Politics are important in all of our lives because each person’s choice to participate or abstain creates a direct impact on the lives around them. The beauty of this country is that we can express ourselves and engage in healthy conversation about that which needs to change; however there is this overall fear that renders people docile. This fear tells us we won’t succeed, that others won’t understand our passions and opinions, that we will be criticized for our views or for admitting weakness. It’s bogus. When you can put fear aside and just act and speak to

Both the foundation and Corporation are owned and operated by mother-daughter team Susan and Roshan Roghani. We had the chance to sit down with the 24-yearold VP of the Company to discuss life in Boise, working with family, and her future aspirations.

Roshan: I was born in Boise and am proud of both my Iranian and American origins. I graduated from Boise High School in 2007, then from the University of Colorado Boulder in 2011 with a Bachelor’s in International Affairs, and an emphasis area in economics and the Middle East.

Fusion: International Affairs? How does that come in use in the field of personal care and cosmetics?

In this photo shoot, Roshan’s makeup was done by Nadia Peiper and hair by Shelly Ambroz.

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Building an Empire Roshan Roghani Fusion Magazine v.2.2 Fall 2013 15

whatever it is that you believe in, each one of us actually has great propensity to mold society’s future. Every day I wait for our world’s governments to take initiative and help mankind as a whole, but nothing happens. I’m tired of waiting for justice, and I want everyone else to be tired of waiting! It’s our job to make sure the world doesn’t suffer because of petty issues. Our government and related institutions are supposed to be accountable to us, but the only way that will happen is if we stand up and hold them to it. As an ethical business, you offer something to the nation they don’t want to lose; it’s time for small and medium sized business owners to stand up.

Fusion: So where do you think you can go with Camille Beckman that can actually affect this? What kind of impact are you hoping to make? Does this correlate with your business plans for the future?

Roshan: There are a lot of shifts brands make based purely on profit, but that doesn’t really vibe with who we are and what we’re looking to accomplish. Our corporate culture is so unique and loving. We are woman owned, family operated, and extremely proud of every intricate detail that goes out our doors.

Our company is about family, job creation, and building a brand we can be proud of for many years to come. Every person who works at our facility is a member of our family, and the work they do is unparalleled by any other company in our industry.

Today, we sell to roughly 8,000+ independent retailers, but as

big-box chains move in, these stores have greater difficultly competing; hence we need to find ways to ensure the success of all. We are very focused on our continued expansion of existing lines into global markets, whilst also coming up with new, diversified products for our current clientele. We’ve always made the effort to offer the best in whatever we do, so now I believe it’s time to expand on that by coming out with new, innovative products, as well as other female-oriented lines that can offer women sustainable, ethical choices. Of course the Foundation is critical in changing lives, but Camille Beckman in itself is too.

Our products have a story. They make people happy, offer jobs, set the standard for better business practices, and give society back more than they take.

Fusion: It doesn’t take much to know how tough competition is within the beauty industry. How do you guys maintain your clientele?

Roshan: Brand loyalty has taken the company far; that’s expected when you create something from the heart. Over the years the products popularity has primarily grown from word of mouth. I think the value of the ‘Camille Beckman experience’ really sets us apart; our quality is forever uncompromised and we know our customers. The Camille Beckman woman is naturally beautiful in her own skin. She enjoys everything lovely about life and is looking for something of superior quality at a price that won’t take away from the things she loves most. Young women, mothers, grandmothers; we offer no limitations! She is a ‘kind

If you are interested in learning more about Camille Beckman, you can find and purchase their products online at www.camillebeckman.com or at their factory gift shop at 175 S Rosebud Lane in Eagle, Idaho.

They are open Monday through Saturday from 10AM to 5PM.

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consumer’ who wants a brand that is results driven, but also sustainably made and philanthropic at its roots. Everyone uses these terms now, but we have really been all these things from the start. When you don’t cut corners and strive to offer only the best, consumers can tell.

Fusion: The Foundation is something you are clearly really passionate about. What details should we know about it?

Roshan: Since its inception in 1995, the Foundation has always been pivotal in defining our identity. The goal is to make sure the basic needs of food, shelter, education, and health are met for women, children, and the elderly. Every year, our board chooses roughly 30 organizations to work with, roughly half being local.

Because there are so many causes out there, we try to focus on those that are most in need and operate on minimum-to-no overhead. We also choose a primary cause each year that we offer 100% of proceeds from our annual warehouse sale to. The last few years, this cause has been our smile-a-day campaign with Dr. Geoff Williams of International Children’s Surgical Fund.

Based in Star, Idaho, Dr. Williams performs cleft palate and facial reconstruction surgeries for children living in poverty throughout the developing world.

Fusion: What keeps you going?

futures of others. Our success is built upon the lives we change.

If I don’t strive to perform, we can’t provide jobs or take care of employees. We can’t feed children, we can’t educate. Everyday, people rely on what goes on in our office, so when I have a bad week or fail at something (which happens a lot), I have to check my ego and get it together. It’s nice to be important, but it’s more important to be nice. I believe anyone can be trained to do my jobs; I just pride myself in HOW I do them because of how much it matters to me.

Fusion: Any advice for other young aspiring entrepreneurs out there?

Roshan: There’s a lot of repetitive stuff out there like ‘do your best’ that are clearly important, however I think the most important thing in life is to simply be aware. Understand the people around you, and even if you don’t agree with what they have to say, hear them out. Treat others with kindness. Our mothers have silently paved the way for us to succeed; we can’t let their work go in vain.

It’s our job to pass that on to not only our own children, but also other women and men in the developing world and begin to pave that road for them as well. The systematic issues that plague our world will begin to wither away when we focus on educating and bettering ourselves and others. Love what you do and those who love you so much that it hurts.

Roshan: I love my work because my performance dictates the

If you are interested in learning more about Camille Beckman, you can find and purchase their products online at www.camillebeckman.com or at their factory gift shop at 175 S Rosebud Lane in Eagle, Idaho.

They are open Monday through Saturday from 10AM to 5PM.

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By Megan Bryant Laughter has been a vital part of human existence since its discovery over 42,000 years ago when Cro Magnon chortled heartily around the fire pit after Grog accidentally set his loincloth ablaze as he cooked prehistoric rodents for supper.

Even today, modern doctors have studied laughter and found that it has health benefits that can ease depression and increase a human’s lifespan. Well, it didn’t take a science lesson to figure out that it just feels good to laugh!

a variety of comedy shows that will appeal to all ages, and workshops for people to participate in if they want to see the inner workings of improv or standup comedy. It will be a celebration of local Boise-based talent, combined with some of the funniest comedians from all over the country. ILF will run showcases and performances in Boise’s premier venues, including The Egyptian Theater, Fatty’s, and ComedySportz.

Boise’s long wait for a comedy festival is finally drawing to an end. Three days of laughter and interactive workshops that will add entertainment to the already long list of great reasons to visit Idaho. Boise has a longstanding tradition of being a fantastic destination for recreational activities year-round. Soon, there will be another great reason to head to the Gem State.

ILF Founder Megan Bryant, is a native Idahoan and is an improv and standup comedian. She maintains a full time day job as a Project Manager for federal grant programs fulfilling recruitment and retention objectives for volunteer firefighters. As she travels around the country for work, she has had the ability to explore the comedy world by night, and along the way she’s come back to the same conclusion; Boise is more than ready to host a comedy festival that could rank up there with the big markets.

Idaho Laugh Festival is the first event of its kind and will take place in Boise from January 9th-11th, 2014. The ILF promises

Tickets for the festival will go on sale in October. Don’t miss your chance to be a part of this hilarious and history-making event.

www.Facebook.com/IdahoLaughFest www.IdahoLaughFestival.com

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Fusion Magazine v.2.2 Fall 2013 19

Fall CocktailS: Old Fashioned Written By Althea Ditter Photograph by Mellisa Larson

As a child I lived in Los Angeles. One of the things that I didn’t realize is completely bizarre about Los Angeles until I left is the total lack of weather variability. Outsiders often assess that it must be delightful to be in 78-degree temperatures with sunshine every day. However, it is the climate in Boise that may be the best part about living here. I too complain when it is 107 degrees outside, but having four distinct seasons allows for seasonality in everything here. I love that I can hike in the spring and summer, and I can have snowball fights in the winter.

I might take seasonality a little too seriously due to my late discovery of its awesomeness. My passion for the four seasons translates even in what I drink. You will not catch me drinking a negroni in December and I would never imbibe in an imperial stout in July. I love the anticipation for the next season and what good things will come with it.

Fall in Boise conjures up the images of colorful foliage in the East End, spices, squash, sweaters and whiskey.

In a double Old Fashioned glass combine as follows: ½ oz. Domaine de Canton (Hey it’s made from Brandy!) 1 half-moon slice lemon (rind and all) 1 half-moon slice orange (rind and all) 1 thumbnail sized slice of fresh ginger root peeled and slice about ¼ inch thick ½-1 teaspoon honey depending on taste A healthy dash of Peychauds bitters Muddle the above ingredients until the citrus is mush and the rinds and ginger are bruised. If you don’t have a proper muddler a wooden spoon works.

Then fill glass with ice.

2 oz. Bourbon (I like Knob Creek) Top with a splash of soda water.

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Admittedly whiskey is my favorite; scotch and bourbon warm me up all fall and winter long. After a ten-hour shift of slinging cocktails, I desire nothing more than a strong and refreshing beverage.

The quintessential whiskey cocktail that fits that request is undoubtedly an Old Fashioned. This was your grandpa’s cocktail, but in the last few years Old Fashioneds have made a big comeback.

The Old Fashioned as most of us know it, is a cocktail that I must confess I have taken issue with; those maraschino cherries ruin it for me. The foreign glowing red and that strange waxy texture, I just cannot get over them.

About six years ago I was traveling in the Midwest and was introduced to the Brandy Old Fashioned. It was a completely different cocktail.

Beyond the obvious, Brandy in lieu of Whiskey; they topped theirs with sprite, and mixed their bitters and maraschino cherries into thick red simple syrup. The final product was glowing red and syrupy, sticky, and overwhelmingly sweet (sorry Wisconsin!). Theoretically brandy in an Old Fashioned was appealing; but it was this version of the Old Fashioned that pretty much sealed the deal, I was on a quest for a sexier Old Fashioned that lets good whiskey speak for itself.

I have tried Old Fashioneds with fresh cherries or cherries soaked in Bourbon and Gran Marnier. I have experimented with Scotch, every kind of bitters I could get my hands on, and even floated port on top.

These were better versions indeed, but I was yet to be overwhelmed.

One evening we had a guest that ordered an Old Fashioned, but she requested orange and lemon to be muddled rather than orange and cherry (allegedly this is the original method to make an Old Fashioned although I had never seen it before). This caused a sudden flash of much desired inspiration. Almost instantaneously, I thought of this cocktail from the order of lemon instead of cherries.

It has a little bit of an ode to the Midwest in it, it has the sour lemon instead of the scary cherries, it has the Autumnal warming of ginger, it is strong, and it lets good Whiskey speak for itself; making this variation of a classic, a much sexier Old Fashioned.

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Business Spotlight

WRITTEN By Brian Shields

You can always tell a boat owner by looking for the only person on the boat that’s not having a good time. A boat owners best two moments in life are the day he buys a boat and the day he sells that boat. The jokes go on and on. We all love to spend a Sunday evening or a hot summer day boating, so what causes the boat owner to hate life so much. For starters the monthly payment and maintenance fees can be a major strain on the pocket book, loading and unloading the boat takes forever, no one ever wants to pitch in for gas, and you spend the whole boat ride making sure no one makes a mess, spills a drink, or gets a tear in one of the seats. Enter Redline Recreational Toys.

We’ve all heard of Redline or driven down Eagle Road and saw their massive complex filled with boats, jet ski’s, snowmobiles, campers, RV’s, and ATV’s. You may have even seen one of their decked out, massive, matte black F350’s cruising around the valley. Chances are you’ve been tempted to stop in and see what all the fuss is about. But let’s face it; the Eagle Road traffic during rush hour would prevent you from stopping to cash in a winning lottery ticket! Ironically choosing Redline has been like winning the lottery for their customers.

The common misconception is that Redline is a dealership.

Redline is a membership based “toy share” service, although they do sell their fleets regularly to make room for new equipment. Redline members purchase one of several membership packages, which allows them to use the points acquired through membership to rent any of the vehicles in Redline Recreational Toys

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600 North Eagle Road

The Voice of the valley

Redline’s fleet. Whether it’s a jet ski for a summer ride, an RV for a fall road trip, or a snowmobile for some winter snow action, if you have the points available any of these vehicles are only a phone call away.

Another feature that makes Redline such a value is the convenience factor. Enjoying a Redline vehicle is as simple as making a phone call and driving in. Arrive and one of their helpful staff will hook the vehicle up for you. When you’re done you simply bring it back and go on your merry way. No cleaning or maintenance, just a couple minutes and you’re out the door.

You enjoy all the perks and they do all the dirty work.

At Redline they wear performance and quality like a badge of honor, which is why they only carry the top brands available including Yamaha, Polaris, Epic, Kawasaki and more. Let’s face it, why have the toys if you can’t have the “good toys”? All the vehicles are professionally inspected and serviced after each use to insure you have a smooth ride and removing yet another one of the stresses of owning.

Redline offers many financial and membership options including corporate accounts. The convenience factor is immeasurable, no taxes, insurance, or storage fees, access to a wide array of vehicles, and flexible pick up and drop off times.

So the next time you’re making the voyage down Eagle Road take a few minutes to stop in and find out how Redline can help add some year round excitement to your life.

Meridian, Idaho 84642

Boise Bicycle Project WRITTEN BY By Christoph Siegmund  Photography by David Buetow Passion is the first word that comes to mind when trying to describe the atmosphere around this selfless organization.

Established in 2007, the Boise Bicycle Project has only expanded using the same, simple motive of providing a bicycle experience for anyone and everyone despite any social or financial position. The many employees and volunteers supporting the organization all believe that affordable bikes and bicycle education will help contribute to a stronger community.

Looking at the list of programs they offer and the events held in their illustrious past, it could be considered one of the key, nonprofit pillars of this Boise community.

The overarching element that makes this all possible has got to be the inclusive environment. There is a program or membership for anybody and everybody (remember their beliefs). Whether you’re single, have a family, or a full-time student- there is an affordable membership with amazing benefits including tool access, shop discounts, and Friday Night Bikes. FNB is a weekly class held for all skill levels consisting of a different aspect to bicycling each time. With regular attendance, you can walk in not knowing where your feet go on the pedals and walk out knowing how to build a bike up from the ground. For a less, intimidating learning experience, specialized nights are held for kids, as well as a Ladies Wrench Night every second Thursday of each month.

Aside from these general public services, the BBP has created several ways for the less fortunate to seat themselves above two wheels. Bikes for Kids and the Easy Rider program have been long and growing traditions for BBP, as they donate and sell bikes for subsidized prices. With that, if the sprockets and spokes are just getting rusty, get it to somebody that can use it or at least some of the parts for a rebuild. Don’t commit bicycle abuse!

By now, it should be obvious who can enjoy the many benefits that the Boise Bicycle Project has to offer. Once I made my first swing by the shop, I fell in love with not only the colorful, spacious facility but the amount of helpful, friendly faces that became only familiar ones for my next few excursions. I guarantee that the shop’s commitment will sweat and bleed with value and the results thereafter... priceless.

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Cribs

Martine’s loft a space of inspiration WRITTEN BY By Karissa Niece

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Photography by Levi Bettwieser

A single doorway sits on the busy, and sometimes manic Sixth and Main area of downtown Boise unnoticed by the thousands of weekend bar goers, visitors and residents. On the historical building’s original 1867 solid wood door a single modest plaque reads “Art of Martine”. The doorway is oddly reminiscent of a 1930’s speakeasy where you’d expect a doorman to request the password before allowing you to enter. In this case a hard wood stairwell encased in iron railings and steel threads leads upstairs into the heart of the inspirational Studio and Interior Design Loft of Martine Castoro.

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Immediately upon entering, a massive crystal chandelier in the shape of an old sailing ship grabs visitors’ attention. A

piece that looks hand plucked out of the palace of Versailles.

The chandelier sets the mood and foreshadows the discoveries soon found through the rest of the awe inspiring tour.

The building is purely classic; original exposed brick, hardwood floors, old single pane windows, high ceilings and an abundance of natural light. What is not simple about the space is the attention to detail and hours of design behind every element in the building that boasts the talent of Martine. The space underwent a renovation in early 2012 bringing it from a basic open office space to a multi-level studio, gallery, and living space where Martine can, and does, showcase her art and growing passion for interior design. According to Ms.

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Castoro, “in order to contrast the warm colors of the walls and floor the pallet is accented by peacock, silver, and black in an Art Deco theme”. It is easy to see that “old classic Hollywood” is the inspiration behind this space.

The Art Deco theme is prominent through the entire loft featuring chaise lounges and dripping chandeliers that blend the classic Hollywood vibe with various artistic pieces by Martine and other local artists like: Bruce Murray, Sector 17, David Day and a Filip Vogelpohl of Boise Art Glass. Filip’s glass piece cascades down from the 20 foot loft ceiling to rest above a small 1940’s bar which is the heart of the entertainment and gallery space.

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The walls are lined and back lit over large oil paintings while the seating area offers what Martine describes as, “Jean Harlowesque velvet couches adding warmth to the room”.

Above is an office area with sliding doors that open to overlook the gallery, which according to Martine was a “structural feat”. The office required hours of design implementation and creativity to make the space structurally sound and functional.

loft. The exposed brick brings simplicity to the overall regal elements housed within the spacious design. Large marble vessel sinks rest upon a petrified wood counter, while Venetian mirrors and crystal chandeliers offset the rustic elements of the room. A claw foot tub stands in the corner adjacent to the large glass tiled shower. One would think this room to be the most admired area of the loft, however it is the coveted art creation space that Martine holds most dear.

The show stopper is the loft’s bathroom. WOW. Rustic 14th century wood doors slide along a metal track to open into this masterful washroom that could easily rival any high rise city

The large studio lined with floor to ceiling windows offers a perfect backdrop for an artist to work. Pieces of art in the mid and almost final production rest on easels above a black

and white checkerboard floor. Art Deco elements are subtly apparent in a lounging space on one side of the room featuring metal side tables and a zebra print rug. The other half of the room are white walls, raw brick and one large blank canvas waiting for a stroke of inspiration to grace its surface.

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Draft Vision: The Treasure Valley Brewing Industry WRITTEN BY By Jake McClean With easy access to hops and malt—two of the essential ingredients for brewing beer—one might think the Treasure Valley would be home to a large number of breweries. Until recently, however, that wasn’t the case.

Francis couldn’t have been more correct. In a little more than two years, Payette Brewing has grown and become the first Idaho brewery to sell its beer in cans, with four different varieties now available in stores throughout the Treasure Valley.

Looking back to the beginning of this millennium, only a handful of Treasure Valley breweries were producing beer, and the only bottle shop of note was the Boise Co-op. Fast forward to the present: 10 local breweries are producing quality beer; bottle shops such as Bier:Thirty, Brewforia, and Brewer’s Haven—in addition to the stalwart Co-op and new competitor Whole Foods—provide some of the best beers from around the globe; and there are many restaurants and bars—The Front Door, Bittercreek Alehouse and Bar Gernika, to name a few— consistently bringing in some of the very best beers available while also featuring plenty of local beer.

The increase in availability of local beers in cans and bottles has been a huge positive, according to Chris Oates, owner of Bier: Thirty. Oates

According to Kelly Knopp of Crooked Fence Brewing in Garden City, Crooked Fence rapidly exceeded the expectations of its original business plan, which led to the opening of the Crooked Fence Barrelhouse far earlier than anticipated.

“The growth of the brew scene in Boise has been very exciting to watch,” Knopp said. “This community is very supportive of responsible, quality driven, local businesses.”

Payette Brewing owner and founder Mike Francis agrees. Francis left an industrial engineering job at Boeing to get an associate’s degree in brewing technology from Chicago’s Siebel Institute of Technology.

He then worked at Schooner Exact Brewing in Seattle before coming home to Boise to open his own brewery. “I knew that someday I wanted to move back to Boise, but it wasn’t until I started pursuing my brewing career where I found a good reason why I should move back,” Francis said. “I knew Boise would be ready for Payette Brewing because the city seemed to be waiting for a hometown beer.”

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said that when his store first opened, out-of-area customers would routinely come in to purchase local beer to take home, but they couldn’t unless they were able to fill up a growler. “Now, with Crooked Fence, Sockeye and Payette all producing package beers, we can send them on their way with Boise beers in their hands, and those Boise beers have become our top sellers,” Oates said.

With such rapid growth in the craft brewing industry both locally and nationally, one might wonder how much beer the market can handle.

But Knopp is a believer. “There is plenty of room for more breweries in Boise as long as they are producing a quality product and growing the scene in a healthy way,” she said.

A glance around the Northwest seems to confirm that sentiment: the largest metropolitan area in the region is Seattle, which easily supports more than 30 craft breweries. Portland, known to many beer aficionados as “Beervana,” has more than 40 breweries and counting.

And, surprisingly, the area surrounding Bend, Ore., currently supports

20 breweries with only one-third of the metropolitan population of Boise. Thus, it appears the Treasure Valley market has the ability to support more breweries in the coming years. While there may only be so much room on the national level for large craft breweries like Sierra Nevada and New Belgium, demand for local brewing operations is likely to remain high—people like to drink local, and that creates a lot of opportunity.

“We have a long way to go before local breweries outpace demand,” Oates said. “But you might not see the explosive expansion...you’ve seen with the breweries who have opened up in the last two years.”

Knopp shares a similar opinion, stating that the next step for Crooked Fence is actually to “slow down and offer more interesting brews and experiences for our consumers. We are not in the race for the biggest brewery or widest distribution.”

As far as the future of the local brewing industry, Oates believes that the quality of product will continue to rise as breweries gain more experience. “I see more breweries opening up that will start to fill more niches stylistically,” he said.

As for Bier:Thirty, Oates currently is preparing for a remodel to add more seats that are “badly needed,” and next year he’ll “start getting serious about opening up another location.”

Francis noted that the level of camaraderie amongst brewers in the area might surprise some people, citing countless examples of brewers helping each other out. “Even though we are all super busy these days, we try to set an afternoon every month to get together at one of the breweries to have some beers and catch up. It’s rather cliché these days in the brewing industry to say this, but the concept of ‘the rising tide lifts all ships’ seems to hold true right now.”

Francis does anticipate an increase in the level of competition when more breweries open in the next year or two, but he sees that as a positive for local beer lovers, who will continue to see newer, better beers.

It is an exciting time for the local brewing industry, as the Treasure Valley continues to grow and embrace its quality local beer. I, for one, am happy to pull up a stool at the bar for a front row seat.

Jake McClean was born and raised in Ontario, Oregon. He attended The College of Idaho in Caldwell, double-majoring in history and political economy. Jake is currently a higher education professional and self-described beer enthusiast living in Boise with his wonderful wife Katie. You can often find him spending time at one of the many breweries, restaurants, and bottle shops throughout the Treasure Valley. Prost!

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Brewery Spotlight Crooked Fence Brewery WRITTEN BY Brian Shields If you’ve ever been to one of the off the wall events hosted by Crooked Fence Brewery or saw any of their creative marketing campaigns you would expect the brewery to have some wild story about their origin, but surprisingly that’s not the case. The story of Crooked Fence is a story of a group of guys getting together who wanted to make good beer, simple as that. No alien abductions, bootlegging, or prisons escapes. The name Crooked Fence derived from a partner who made frequent trips from Boise to Sun Valley and noticed the crooked cattle fences along the route. So how has a local brewery with such modest beginnings developed into a cult favorite amongst the valley’s local “beer snobs”? The answer is simple, “We’re passionate about the whole beer culture and it reflects in our product” explains Kris Price, partner and Operations Director.

“We are always trying to push the envelope. That’s one thing that sets us aside from other breweries in town. It’s easy and comfortable to make the same beers every day. We’ve done 20 to 30 different beers since we started”, explains Kris. “I like to create beers that I haven’t had, I like to come up with a new idea and just go for it” says Adam Dahl, who has recently taken over the head brew master responsibilities from Kris along with help from Jonathan Cano.

With Kevin Meehan handling packaging, Crooked Fence has grown from a brewery that purchased some of it’s equipment on Craigslist when it opened it’s doors Feb 25th of 2011, to a brand with 100 plus handles and distribution in Albertsons, Winco, and nearly every

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independent store. “I don’t think we will ever be satisfied. We make sure the brand is unique, the quality of the product is as high as it can go, and retain our customers that way not by busting down the doors and trying to get as much beer out there as far as we can,” explains Kelly Knopp, the man responsible for Crooked Fences creative marketing and events.

The best way to experience a Crooked Fence beer is to venture down to their taproom located in the front of their brewery located at 5242 Chinden Boulevard. Customers from all walks of life enjoy the unpretentious environment while conversing over bluegrass and old folk music that gives the taproom an old saloon type of vibe. In fact the taproom has been so successful that the team at Crooked fence recently opened The Barrel House right up the road at 5181 Glenwood. The Barrel House offers a unique family restaurant to Garden City equipped with a banquet room, pool tables and shuffle board, while keeping the rustic feel of the tasting house.

Inspired by the Crooked Fence spirit of never being satisfied, there are plans to expand and install more tanks to keep up with the growing demand, larger Crooked Fence sponsored art and music events, and even yeast propagation. Crooked Fence isn’t a beer it’s a brand, a brand built on supporting the community that has supported them. Although the story of their origin may be a bit boring, the story of their growth and especially their future are as wild as your imagination will take you.

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creative doors bullets and bowties meets street and snow WRITTEN By Isla Brazzil

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Photography by kylee transtru

The Boise art scene has grown increasingly dynamic and busy as the city has developed. The Treasure Valley members bring their own individual style to the streets. Luckily for us, inspired visionaries in the Valley are creating pieces for us to enjoy.

creative doors Bullets and Bowties Meets Street and Snow

From a humble garage, his father’s leatherworking tools, and his first handmade creation, Joshua Wiechman has grown his own company from the ground up. His label, J.J. Wiechman, focuses on creating products that are made locally, bringing a classic fashion accessory to the streets with a new twist. His leather bow-ties highlight the Western roots of our community with the urban environment into which we are developing into.

He is excited to take his local product to the next level. “My company is scheduled to make its official launch this summer.

I have my packaging and product together and ready to launch.

I will be pushing my bow ties to high-end boutiques around the country. I also have fresh designs that I want to launch at the end of summer,” Weichman said.

Weichman is not the only local visionary. Kimberly Roth is another local entrepreneur who is expected to launch her product lines this summer. Her creations can be found at Vin•tag Ajoure’, an online store that showcases metal work vintage pieces, clothing and photography. These items mix high fashion with a vintage feel to cultivate a clientele from a younger and edgier population.

“This year’s pieces include high-waisted shorts, knit tops, different color denim, steampunk style jewelry and vintage pieces that I’m working on every day. The summertime will be filled with ideas and sketches becoming reality. My brain is in creative overdrive but I wouldn’t have it any other way,” Roth said. Weichman and Roth both are taking Boise’s handcrafted trades and their artisan eyes for detail to a new creative threshold with their products.

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A permanent store location, designed. Their store, named for their brand Six Soldiers, officially opened for business on 6th and Hays. “Having a shop will give us a much easier outlet than just selling online because we can now up the exclusivity of some designs and pieces by selling them only in the store.” One of the seven founders of the company Alexander Salviejo and six others, began their company, Six Soldiers, in 2009. They are excited to be featuring another Trinity Series Snapback release this summer. “We are looking to step more into the cut & sew part of our genre this fall with button-ups, flannels, bomber jackets and other items expanding our overall arsenal,” Salviejo said. The brand has expanded its textiles and is continually evolving for the coming year.

Boise-grown brands are opening shops, online stores, and building inventory to celebrate summer’s sweltering heat.

However, one brand will be playing in the waves and letting their creative designs catch the heat. Flawless Threads, created to embrace the freestyle ski and snowboard lifestyle, is out to play this summer with their summer line which features crops, tanks, shirts, hoods, snapbacks and crew. This summer,

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Flawless Threads will be hosting a boat party at Lucky Peak Reservoir to showcase the Lucky Peak Boat Party tank from their summer collection.

“There may even be a few competitions going down during the event so be sure to bring your wakeboard or wakeskate,” owner Christopher Bailey said. In addition to adding new clothing pieces, the company is also on a continuous hunt for local and nationwide talent to add to their team. Annually, the company tours Idaho, photo shooting their team edit in various locations showing off what this great state has to offer.

“Be sure to keep your eyes open for the 2013 season’s team edit, dropping with the 2013-14 winter line,” Bailey said.

Paving the way for future designers, our local brands are the manifestation of our inspired entrepreneurs. From the snow to the streets, modern to vintage, these designers are starting in Boise to share their craft with the world. Bullets and bowties join snow and street apparel as they continue to sweep the streets of the Treasure Valley.

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The Art of Thrifting Fusion Magazine v.2.2 Fall 2013 39

The Art of Thrifting WRITTEN BY “Fashion Kellie” Levesque  Photography by Nena Earl Everybody wants to look like a million bucks, but not at that price.

We have all heard of thrifting (special thanks to Macklemore & Ryan Lewis), but is it really possible to look & feel great without spending the extra money for designer pieces at retail price? We decided to put thrift shopping to the test, and hit six local thrift & consignment boutiques to see what we could find. Pleasantly surprised by what we found, it was easy to pull together full outfits that are 100% on trend, appropriate for a variety of ages, and perfect for the fall season at only a fraction of the price we would have spent elsewhere. Thrifting can be complicated and overwhelming, so when thrift & consignment shopping, there are some basic rules to follow for optimum success:

1.

Don’t buy anything that is faded, has holes or blemishes, or doesn’t fit quite right. If you purchase pieces that aren’t in great shape, they will either hang in your closet unworn or you will look like you’re wearing hand-me-downs. No bueno.

2.

Try on items within a range of sizes rather than just one size.

Different brands and styles fit differently, so the size number won’t always fit you the same. You greatly limit yourself if you just stick to one specific size that may not even be the right one for you!

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3.

Look for quality brands and fabrics that will last. Don’t purchase cheap pieces from trendy retail brands that will shrink when washed, fade, or fall apart after a few wears.

4.

Do your research ahead of time. Have a list of pieces or looks that you want to add to your wardrobe. This will save you time and will keep you from burning out fast and going home empty handed, or worse, with pieces you don’t need. If you don’t know what you’re shopping for, you can easily become overwhelmed by the amount of product and end up making poor decisions.

5.

Shop with an outfit or look in mind. Don’t buy pieces that won’t go with anything in your closet, or that you can’t picture with a full look. Too many times we end up with an amazingly unique piece that sits unworn because it doesn’t work well with anything we have. If you are unsure about a piece, snap a picture to take home and put to the test.

The main key to the art of thrifting is smart shopping. Have fun, have a purpose, and have patience. That perfect piece is waiting for you! You just have to get out there and find it!

Babe on a budget

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Babe on a budget

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Back on The Rack

Back on The Rack

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Mimi Marie Boutique

Mimi Marie Boutique

Plato’s closet

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Plato’s closet

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Revolve

upscale resale & Bridal Fusion Magazine v.2.2 Fall 2013 47

Revolve upscale resale & Bridal 48

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Serendipity Boutique

Serendipity Boutique

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Fashion credits Stylist: Kellie Levesque  Co-Stylist: Alysha Kautz (Back on the Rack) Co-Stylist: Lisa VanDyke (Mimi Mari)  Photographer: Nena Earl  Hair & Makeup: Jose Martinez  Models: Conner Skeen, Monica Adeng, Kayla Foster, Ashlyn Cooper

Babes on a Budget 3001 N Lochsa Meridian, ID 83646 208-794-4718

Plato’s Closet 8017 W Franklin Rd Boise, ID 83709 (208) 377-9334

Back on the Rack 1226 S Broadway Ave Boise, ID 83706 208-342-2879

Revolve Upscale Resale and Bridal 1028 S Vista Ave, Boise, ID 83705 (208) 342-1028

MiMi Marie 228 E Plaza St # P Eagle, ID 83616 (208) 939-1005

Serendipity Boutique 3117 W State Boise, ID 83703 208-343-0382

546 N Milwaukee Street Boise, ID - 83704.

208-901-3800 Sun-Thurs 11:00am-Midnight Fri-Sat 11:00am-1:00am

New Age Of job hunting WRITTEN BY Adan David Callsen  Photography by Levi Bettwieser We are in the midst of a new age of the legendary job hunt.

Knowing what works and how to keep current is essential to landing the job of your dreams. This is reiterated to me regularly as a business manager through the new-hire process.

Like fashion, business and hiring processes change. You would not wear the same outfit or hairdo today that you did five years ago; in the same vein, you should not be marketing yourself the same today as you did five years ago. There are a few key areas to recognize as dynamic skills to the job hunt, including technological know-how, social media understanding, and communication abilities. These changing fronts are what employers consider when they seek to fill positions in both existing jobs, as well as those still being developed.

Technology: Video resumes (visumes) can be an excellent alternative to a traditional resume. Not only can one promote them self with the help of some video editing but you now have a practice run preparing for a formal interview. They are great in helping demonstrate how you present yourself, if done correctly. They can serve as a marketing tool for both local on distant job opportunities. Visumes can help land an in person interview while allowing employers insight to your abilities. They allow applicants the chance to showcase specifics about their experience and how it’s actually relevant to the position at hand.

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Depending on the job, it is worth it to spend some time making a video resume or visume.

Because it is important to clearly illustrate your commitment and understanding of professionalism, you may want to consider hiring professional help make your visume. Check out local company SVS Inc., Danish Ishaq 208-841-9209 as a resource and have your video resume made today. Have fun with it and show some personality, but be engaging and don’t forget to look at the camera!

Just like the rest of the world social media is changing how we communicate, personally and professionally. Most employers will research candidates before they even call to schedule an interview. Social media can make or break that chance for a first encounter. Be it personal social media such as Twitter, Facebook and Instagram, or professional social media such as LinkedIn and Plaxo, all sites can serve to assist you get to the next level professionally, but you need to know how to use them.

To successfully incorporate social networking, apply with people or companies with whom you align. Consider organizations with philosophies, business practices and principles with which you agree. It is more likely that your social media interactions will reflect similar core values that of the company.

The values and ethic you portray through your daily social media updates are a reflection of the kind of human and employee you will be. Be cognizant of the impact those small posts can have on your professional relationships. If you are searching for your dream job, photos of last night’s follies may not help your chances. Remain professional and be smart!

“Like” and “Follow” the companies you intend to apply to, as this shows hiring managers you are familiar with the company and that you already express interest and support the company as a non affiliate.

Avoid publicizing concerns, doubts or expectations of interviews – be it positive or negative, before the interview actually takes place business owners are sensitive to information posted and may not enjoy being included in a conversation from a prospective new hire. Only apply for the jobs you actually want. Applying for the sake of applying wastes your time, the employers and makes you look indecisive and diminishes the success for actually landing the job.

Identify what separates you from other qualified candidates.

Research the company and individual you will be interviewing with.

Don’t always answer immediately – take a second or two to put your thoughts together. Employers would rather you give good answer then one that is fast. Josh Bear, Vice President of Jivaro, an executive head hunting company states “Half of interview questions is not about having the right answer...but the path in which led you to your answer.”

Have questions ready to ask the hiring manager, smile and captivate your audience. Questions like - What would keep you from hiring me? Where do you see me fitting in with this company? and How do you see my skills helping your company?

Dress the part and arrive early, but not too early – between five and ten minutes is appropriate.

Be yourself and confident. Know that there is a new age of job hunting and to be ready for anything. Use the resources provided for you and join the trend of the modern work force.

Follow some of these tips to nail any job interview: Answer questions honestly: employers like people that have informed opinions and are willing to speak up.

Times are changing and competition is fierce for jobs in our fluctuating economy. Update your resume and job searches the same way you would your everyday fashion and all other things you wish to keep current! No one ever wants to be outdated!!!

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Boise’s Coolest places to work WRITTEN BY Adan David Photograph by Pete Grady Among the hustle and bustle of Boise’s thriving business community lie a few hidden treasures -- gems of places to work among the typical workplace environments.

From hosting happy hours to participating in fun runs and fundraisers, these Treasure Valley businesses are quickly gaining traction as buzzed about hotspots for happy, healthy employees. Ready to check them out?

Let Fusion Magazine take you on a tour around three of Boise’s coolest places to work.

Alpine Mortgage Planning

Dutch Bros. Coffee

Shu’s Idaho Running Company

“Alpine Mortgage Planning is not your typical mortgage lender,” states Amy Compton, Branch Business Development and Marketing Maven. “We work hard and our customer service and products are top-notch, but equally, we know how to let loose and have fun.”

“We aren’t in the coffee business; we’re in the relationship business,” says Brian Wight, who owns several Dutch Bros. Boise locations alongside his wife, Libby Wight. “Our go-to interview question is, ‘Do you think you could change someone’s life with a cup of coffee,’ because we do -- not through the coffee, but through the interaction. If you came through any of our locations for 3 or 4 days in a row, by that third day our employees are going to know your name, what you drink, and they’re also going to know that you went on vacation to Hawaii last week and that your son or daughter had a soccer game the other day.”

The moment you step into Shu’s Idaho Running Company, you can feel the enthusiasm, excitement, and energy that permeate the air. The store is energizing, inviting, and oozing with an unmistakable sense of community -- and that’s what it feels like to work there, too.

Relatively new to Boise, Alpine Mortgage Planning opened its doors in January of 2013 and is a retail lender that prides itself in its ability to stand out from the crowd and shake things up a little -- all within a professional, consultative environment that anyone from new homebuyers to veteran homeowners can trust.

Happy hours? They’ve got ‘em. Power breakfasts? Networking lunches and evening events? They’ve got those too. From fundraising for the local Fire Department to collaborating with Axiom Fitness and giving away Boise State tickets, it seems like they’re always having a blast. Oh, and there’s their new space, too. Boasting custom built, brand new premises in the heart of BoDo, Alpine Mortgage Planning is a fun and relaxing “open door” environment for real estate agents and friends alike to come in and hold meetings, work, or just hang out.

Crafted with an eclectic mix of historic, modern and contemporary influence, the space includes an array of unique features: A conference table with a base made from pieces of a downtown bridge, desks that are custom made by a local crafstman, and even sliding barn doors.

“Nobody comes into this office not wanting to be here,” says Amy with a smile. “It’s a place where I wake up in the morning and I cannot wait to get to work. We’re all able to be ourselves, and whether you’re a loan originator, an assistant or a branch manager, your role is just as important as everybody else’s -- we’re all equals here and each of us brings something different and amazing to this office.”

“Most importantly, Alpine is based on its four core values: teamwork, empowerment, positivity, and excellence. The Boise branch takes pride in striving to build on these values, and everything we do will consistently go back to these core four,” adds Sarah R. Martin, Branch Manager. No question about it: the happy-go-lucky, glass half full employees at Dutch Bros. are changing the world one cup of coffee at a time -- and having a heck of a lot of fun doing it.

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Brian tells the story of one regular customer: a woman with Multiple Sclerosis who visits Dutch Bros. each morning like clockwork, greeting the baristas by name and sometimes even bringing cookies. “It’s her place to go every day -- it’s her bright spot. She gets a bottle of water; she doesn’t even drink coffee. She sends us all birthday cards every year.”

Experiences like this are the norm, not the exception, at Dutch Bros.

“I’d like to think that the relationships change [our employees] just as much as our employees are changing other peoples’ lives,” says Brian.

Another perk? “It’s a party from 5 am to 11 pm,” Brian laughs. Visit Dutch Bros. any time of the day or night and you might feel like you’ve arrived on the scene of a dance club: the music’s blasting, the energy’s pumping, and the baristas are rocking out as they serve up lattes and smiles with infectious enthusiasm.

“Working at Dutch Bros. is more like hanging out with your friends than going to a job. Our employees are all friends inside the shop and out -- whenever we hire someone new we always say, ‘Welcome to the family, you just made 100 new friends.’ We do a lot of backyard BBQs, get-togethers, and we even took our managers to Hawaii last year,” says Brian.

No question about it: the happy-go-lucky, glass half full employees at Dutch Bros. are changing the world one cup of coffee at a time -- and having a heck of a lot of fun doing it.

“Our employees at Shu’s are really excited and knowledgeable about finding the perfect fit for their customers,” says Leone Rusher, Marketing Director. Each person who walks through the door is greeted with personalized service and is taken through the store’s “3d footprint platform,” which helps analyze the weight distribution and makeup of a person’s foot and allows for individual recommendations and a superb fit.

Community involvement has also been important for Shu’s employees from the very beginning -- after battling cancer years ago, owner Mike Shuman credited the support of the running community, along with the level of strength and fitness he’d gained through his running practice, as integral pieces of his recovery. The company’s well loved and well known blowup “Runner Dude” has become a staple and a local icon at the finish line of various events, and Shu’s has donated more than $67,114 to non-profit groups in the Treasure Valley over the past year.

Employees participate in everything from company sponsored events to rafting parties on the Payette River to fun and goofy “No Pants” Runs, and it’s apparent that their energy and excitement spills over into their customer service.

“There’s no way someone can come in here and not be excited to go for a run,” laughs Leone. That kind of enthusiasm and community support is what makes Shu’s Idaho Running Company a fun place for employees, customers, and the community at large.

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Real Estate

The New Rise in Real Estate What is the first thing that comes to mind when you hear the words real estate? The housing bubble, bad mortgages, foreclosures? If so, you have the same mindset as a lot of other people out there right now. It’s no secret that the housing market has been a sight for sore eyes over the past couple years, but the truth is that time is over. Yes, what some would call the worst housing downturn in US history, is finally over. So now what?

It’s time to take action! One of the best long term investments you can make is currently at it’s lowest purchase point and it can only go up from there. The market can recover and it IS recovering. A point that may be even more important to pay attention to is the rate at which it is recovering. According to the Ada County Association of Realtors this year there was a 27% sales increase from March to April alone. These people are clearly paying attention and you should be as well.

So lets say all my ranting has finally woken you up from your rental coma. Now that you are ready to take action or are at least ready to consider taking action, there are a few steps you will need to take.

The first step is to get pre approved. There are many wonderful lenders here in the valley that you can go through. Typically if you are working with a Realtor, they will have a partner lender that they trust to get the job done. For example, I use Justin

Fullmer at Impac Mortgage because I know he treats all of his clients extremely well and is always on the ball. After deciding on your lender, you will need to gather some personal financial data. Most lenders require the same basic information such as, your last two years W-2 forms or tax returns, your last thirty days of pay stubs, your last two years of residential history (addresses and landlord contact information), and any other pertinent financial data you may have. It is best to gather all of this information up front that way you don’t have to go searching for it later when your lender requests it and trust me, they will. Once you have this information it is time to fill out a loan application. This is not as scary as you think, I promise. If you have gathered all of the proper information ahead of time the loan application should only take you a matter of minutes to complete and a lot of lenders have a very user friendly online application.

The second step, if you haven’t already done so, is to choose a Realtor. Purchasing a home is big decision and can be quite the process. Realtors are trained to protect you from potential hazards as well as negotiate the best deal for you. We all know everyone and their mother has a friend who is a Realtor, but just remember that you will be spending quite a bit of time with this person so make sure your personalities and business strategies align. After finding someone that you like, you will sign an Agency Disclosure Brochure as required by the State of

Idaho acknowledging that you understand the types of representation available to you. You will also want to sign an Agency Representation Agreement at this time. The most important aspects of the Agency Representation Agreement are the commission structure and the confidentiality requirements. Once this agreement is signed your agent cannot and must not disclose any private information to anyone without your consent.

Now that you are protected and pre approved, it’s time to look at some homes!

have found your dream home, it’s time to put in an offer. This is where the negotiations begin and your agent earns their keep. Some deals are accepted on the first offer and some go back and forth for days, but in the end the hope is that everyone comes out happy and you move into escrow. Escrow is the period between an accepted offer and closing. It is also the time in which you will have the appraisal, inspection, and any other contractual obligations performed before signing on the dotted line.

Step three is where I really think the fun begins, it is also where the hunt begins. Thanks to the decreasing amount of distressed homes in our inventory and increasing number of buyers, we will continue to see home prices rise. This is why it is important to have a list of must haves and a list of negotiable items when shopping for a home. In our market you have to act quickly when you see something you like because most properly priced homes are selling within a matter of days and with multiple offers. This step can also be one of the most difficult and time consuming. Buying a home is a big commitment and you really need to make sure the home you choose is the right fit for you.

Closing day will arrive sooner than you expect and you will spend quite a bit of time signing documents, but once you have finished they will hand you the keys to your very own home and the entire process will have been more than worth the wait.

You’ve finally found it! The one! Well then you’ve also found step four, what I like to call “the paperwork step”. Once you

Hilary Anne Lee Real Estate Consultant Keller Williams Realty Boise 208-830-1152 Cell 208-672-9111 Fax HilaryAnneLee@gmail.com www.HilaryAnneLee.com www.KWBoise.com

Photograph of Boise courtesy of Anne Moe.

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I AM Fusion

Sherri Biethman was one of three finalist on CBS Survivor Caramoan Fans versus favorites. On and off the island she is a powerhouse.

She enjoys being a stay at home mom and fast food franchisee while making a difference and contributing to the growth of Boise.

Originally from Charleston, South Carolina Sherri and her family moved here in 2004.

BEING A FRANCHISEE: “It’s fun and very busy. I deal with lots of young kids and students. Ten years ago I was walking through the mall at Christmas time and I had just moved here a little less than a year from then. I noticed that there wasn’t a pretzel store in the mall. Every single mall has to have a pretzel store. After doing research I figured out that there was a pretzel store and it had gone out of business three weeks prior. So it was a sign. I knew nothing about owning a business I had three kids at home and a husband and I decided I am going to open a pretzel store. It’s kind of like a bug. You get a fever, you know and you have to try it.”

A DAY IN HER LIFE: “Am I in Survivor or not?” She jokes. “I have three kids and I am a stay at home hands-on mom. I do everything with my husbands help. Get the kids up, they go to school and I do all of the housework. My phone doesn’t stop ringing. On the average I manage 30 employees and my husband manages Jimmy Johns, I deal with the Wetzel’s pretzels, Hagen Daas and Cinnabon. There is always something broke, someone calling in or something happening. The pieces are always moving, everything is constantly moving.”

Sherri Biethman Is fusion

WRITTEN BY By Natalie Craig Photography by Mellissa Larson

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DECIDING TO BE ON Survivor: “The biggest challenge to me when I went on Survivor wasn’t if I could put my mind or my body through it, but was having to step away from my family. It was some huge adjusting for them. My husband pushed me to go on the show. The casting director told me ‘you have to try out for Survivor’ and I said, ‘you’re insane.’ I’m a huge survivor fan; I named my son after Colby Donaldson from the second season of Survivor. I loved the game but I never imagined going on, it was more of my husbands dream to go on the show, but not mine.”

THE PROCESS: “25,000 people submit to go on the show and they choose ten. After they like your submission and something about you, they ask you to tweak this or change that and send another video. I just did it. I tried out and they flew us down to LA and then you get down to 50 people, then 40 and 30. Surprisingly it wasn’t any type of physical test, it was more about psychological testing. It was hours of testing and talking to shrinks, and it was nerve racking.”

A MOMENT OF REALIZATION: “There were many points of hard times on Survivor. I went in and I didn’t know it was going to be ‘Fans vs.

Favorites’ and I am a fan. As soon as I saw the favorites get off the helicopter I was excited because I am a huge fan. I’m star struck, but then the flip side was that these people have played the game before and they have a lot of experience. Now I have to compete against them. That moment was happy and sad. The hardest moment was the first day hitting the beach and being with the other fans and seeing nine other players that were all in their twenties. I was the second oldest on my tribe. I knew I was going to have a hard physical and social game. Right there was my ‘Oh my gosh’ moment.

Usually in Survivor the oldest and a female are the first ones to go.”

WATCHING SURVIVOR: “Editing is huge. The camera never stops rolling so it’s 24/7 and they take pieces from here and there. They can make you look how they want or they can make you look wonderful.

There was definitely a storyline that something was happening, but maybe it didn’t unfold quite like the way they showed it. I would jump up at the TV and scream ‘that didn’t happen that way!’ One scene in particular, they showed us during a challenge jumping off of something and you are supposed to break a tile. I missed the tile the first time then I had to swim around and do it again and then I got it the second time. There were also two other people on my tribe who totally missed it and had to do the same exact thing I did, but on TV they never showed them missing it so it made me look like the weakest one.”

SURVIVING UNDER EXTREME CONDITIONS: “I am a person who has my phone right beside me and I’m used to it constantly ringing, but there is also a peaceful feeling. You have no control and you can’t do anything. Knowing that phone is not going to ring and that I don’t have to fix a problem is kind of relaxing. I slept so well at night, and you would think that you wouldn’t because it was so cold and there were all these bugs, but it was kind of a stress reliever. I missed technology a lot, but I missed a shower and a toothbrush worse.

I dreamt about food like crazy, cupcakes like no other. I wanted a red velvet cream cheese cupcake like no other. I love sweets but it was very specific. I would cut of my right arm for a cream cheese red velvet cupcake.”

LESSON LEARNED: “Appreciating what you have, it’s as simple as water. I would have done anything for a glass of ice-cold water or just clean water. When we would get it out of the well we would dump our canteens in to get the water out and it was the brownest, grossest,

Fusion Magazine v.2.2 Fall 2013 59

rustiest water you could imagine, but we didn’t realize that until we used a clear jar to get the water. Being appreciative of small thing sounds so cliché because you hear everyone say it, but you take for granted water.”

MAKING IT TO THE TOP: “I was very proud of myself, of course. You second guess should have, would have, could have but what you’re dealt is the hand you are dealt and I was very proud based on the way that things went. From when I first landed on the island, my name was the first name that I knew of that was circling around, and if anything happened I would be the first to go. Making it through 17 other people and sitting in the final three was amazing. There were so many alliances and pregame alliances with people who had already played and made bonds. I had to try and figure out how to break those bonds up and have them keep me around. You always feel alone in Survivor because you just never know what is going to happen. I had a lot of alliances going at the same time and I always had my door open. I was always moving and networking, it’s kind of like a business. You had to remember what lies you were telling and who you were with and you weren’t with. The physical part I knew I wasn’t going to excel at, I’m healthy but I’m not athletic and there is a difference. I didn’t go in thinking I was going to knock it out of the park or I was going to be this challenge beast. Without good food you would be surprised at how weak you get. I can’t keep up with the guys that are 22 and work out seven days a week.”

KEEPING IT ALL A SECRET: “The process of the show started in October 2011, that’s when I sent my video. I didn’t even find out until January that they were considering me. And from January all the way up to April they were saying we think you’re great and we think you’re going to make it, but we’re not sure. So I was still in limbo. I was working out and my mind was thinking ‘are you really going to do this? Are you really going to possibly starve for 39 days?

Are you crazy?’ The stress of leaving my family was crazy. I have never been away from my kids for more than a week. When I went on the show, I literally handed them my phone the second I stepped off the plane and I didn’t get it back until it was all over. I went 48 days with no contact. Keeping quiet was hard. I’m very hands on with my business. To not be able to say a word to anybody, but that I was going out of town for a while and my husband will be taking over, so if you need anything talk to him. That was the weirdest thing ever.

There were tons of rumors flying around I’m sure. I basically fell off the face of the earth. The kids couldn’t tell anyone, and I’m the kind of mom that picks up kids from school every day and involved in

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The Voice of the valley

everything and then I just disappear. They make you sign a five million dollar contract so you have a good incentive to keep your mouth shut. I had to keep it a secret from May 2012 until February 2013. It was so funny when I came back, I lost 20 pounds, I was dark, super skinny and very weird. Not having an explanation for that was strange. You would hear little rumors and it was kind of funny, but I couldn’t say anything. Finally a year later I was like, ‘oh yeah, I couldn’t tell you but I was starving on an island playing a game with a bunch of loonies.’”

AFTER SURVIVOR: “I get tons of charity events that want reality stars and then I also get a lot of weird people reaching out to me.

It’s funny because even around town people feel like they know me. Complete strangers will walk up and ask me how I’m doing.

My daughter looks at me funny and says everyone acts like they know me. Its kind of fun.”

STAYING INVOLVED IN BOISE: “Locally, I volunteer at the food bank.

My son is autistic so I am very involved in autism and trying to merge myself and learn more. I’m very curious, so I’m very busy finding doctors and a diagnosis.”

HER FAVORITE THING ABOUT BOISE: “I love Idaho Shakespeare. It’s kind of my new thing. I would dream about it on Survivor like I could not wait to get back to it. Boise is starting to get some new and great restaurants and that is really exciting.”

WHAT BOISE WILL LOOK LIKE IN 5 YEARS: “I think Boise is going to continue to grow in the right way. I’m very excited to see Boise in five years. I wish we had bigger concerts, but we’re getting there.

In five years, this will still be a wonderful place to live. Business wise I think Boise will also be great for franchising. The community is really great about supporting new concepts; they are very open to trying new things. I have a few things that I am working on that I would love to bring to Boise. I also think its very fun because you are at a crossroads of growth.”

HER FUTURE PROJECTS: “We hope to open seven or eight more Jimmy Johns. I am looking into a food concept that Boise doesn’t have, that’s more of a full restaurant and not fast food that I think would do great in Eagle. I am constantly running ideas through my head. I never stop thinking about the next thing that I want to do.”

HER MOTTO:

“Work hard, play hard.”

Fusion Magazine v.2.2 Fall 2013 61

Pith works

Branding Agency Branding With passion WRITTEN By Chris Behrens



Photographs courtesy of Pith Works

What is Pith Works? ...First, let’s tell you what Pith means. Pith is the core or soul of something. Commonly, pith is the fibrous white part of an orange that holds it all together. To be ‘pithy’ is to be concise and expressive, and as a creative agency, they are exactly that; expressive and passionate about all that they do. Pith Works is a full-service branding agency specializing in creative design, web development, strategic marketing, and brand consultation; they are equipped and ready to take on every type of project.

Pith is a small agency made up of experienced and motivated professionals. Their size enables them and provides a more agile ability to retain clients, not losing their clients in the mix.

At their core, they are an energetic branding agency with a goal of ensuring businesses not only grow, but also flourish.

Pith combines innovative design and development with strategic planning and detailed research. Combined with creative messaging and branding they create a compelling and direct brand that anyone can relate to. From start-ups to well-established companies, mom-and-pop shops, or large corporations, they are ready to work with you.

CEO and Creative Director, Sean McDonald, brings over 20+ years of experience to the agency. His portfolio is vast and varied; from working with Bally Gaming, National Geographic, Conservation International and Smith Sport Optics while living in Sun Valley, to contracts with Laird Technology, LG, AT&T and St. Luke’s while director of companies here in Boise. There could not be a better person to lead the Pith crew. Sean is a major Boise outdoor enthusiast; from mountain and road biking, to fly fishing, kayaking and rock climbing. Sean enjoys the outdoors as much as he can with his wife and kids.

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The Voice of the valley

Chris Behrens is Pith Works project and office manager as well as our Brand & Business Director. He is a proud member of the Phi Kappa Tau Fraternity at University of Idaho and graduated with a degree in advertising. He has marketing, communications, public relations, media law and psychology experience as well. Chris recently moved back from Denver CO, and brings some great knowledge and expertise to the agency. Chris’s portfolio includes design work for the City of Arvada, CO, label and packaging design for private breweries and vineyards, as well as re-branding work for numerous clients both in Denver and Boise. When not in the office, Chris likes to spend time with friends and family, vacationing and traveling, as well as a nice glass of red wine at one of his favorite restaurants around town.

None of what Pith does would make any sense without the talent of their web & development guru, Stephen Barrett. Stephen puts everything that the creative team develops into action and can create beautiful web publications. Without him, life would be very difficult around the office. Stephen has a passion for coding and web design work that definitely shines through in everything he does. Stephen comes to Pith Works from Boise State University where he received his degree in graphic design. Stephen is a member of Kappa Kappa Psi – National Honorary Band Service Fraternity, and can be found at some of his favorite restaurants and bars in Boise. An amazing team, of other design and creative specialists, also supports Pith.

Pith Works love being located in the center of downtown Boise! It allows them the opportunity to keep a close eye on the cultural atmosphere, as well as enjoying their favorite restaurants, bars and activities that take place here. If you are ever in the area, feel free to stop in and tour the office, have a cup of coffee and chat!

Fusion Magazine v.2.2 Fall 2013 63

Tech

The Eye Open Network New Technology for a new type of marketing WRITTEN By Katie Olsen



Photography by Peter Carrera

Approximately two years ago the vision of the Eye Open Network focused. A custom, digital advertising network which exclusively broadcasts big screen TV’s in select high-traffic areas. The Eye Open Network uses technology for a new type of marketing within the Treasure Valley’s advertisement industry. Together, founders Terry Adsitt - a former HP & Microsoft engineer, Brian Volk - an industry leader in advertising/marketing along with television producer Tom Fitzsimmons, and Austin Williams who specializes in video production/editing, embraced the idea of featuring custom, non-competitive advertisements in key locations throughout the valley. By allowing small business owners to develop and run their advertisements in key places where people often have to wait, the innovation of the Eye Open Network offers their customers a new and exciting way of gaining consumer based exposure without the invasive, often ignored nature of traditional marketing.

While still young, this company was established with a modifiable version of facial recognition that allows customers to track the number of times their commercial has been viewed.

By modifying the old school process of surveying hundreds of people in order to extract data out to thousands and even millions of more people, the Eye Open Network is changing the guessing game of how commercials are received. By simply detecting whether a commercial is watched, the technology that the network offers is a non-evasive way of collecting data.

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The Voice of the valley

Comparable to that of a digital camera, the “eyes opened” simply detects the faces of the people within its frame without actually taking a picture. Nothing is recorded. The “eyes opened” simply detects and filters out whether or not someone is looking at the screen and watching the advertisement.

As an experienced engineer, Terry’s vision was based on this type of automated bed, and by combining it with Brian’s experience within the newspaper industry, the idea of the Eye Open Network was brought to the table. Small business owners today know that they need to market and advertise. In a coupon based community like the Treasure Valley, business owners know they need to advertise, and when they do it’s usually only with people they know and have worked with before. Compared to other ad agencies that rarely go above and beyond for their customers, it was Brian and Terry’s idea of combining the technology behind the print, television, and the radio while sitting down with their customer in order to create a plan that works best for the business without the added expense of data collection and analysis on behalf of the company.

Unlike other companies that create content but rarely allow their customers to use it, the Eye Open Network offers the huge vantage point of capturing and captivating an audience while keeping the costs affordable, and giving customers control over changing and updating their information. As Brian explains, “Newspapers, and phonebooks are dying due to the

Fusion Magazine v.2.2 Fall 2013 65

Internet. People are also watching less TV because of DVR’s, & Netflix. While radio is still hanging in there, people are spending more time searching the Internet on their mobile devices in order to get information.”

While fairly new to the industry, competition so far has been minimal. Only two or three other media groups within the valley have TV’s with DVD players showing commercials. By tricking the technology already out there into being a good, solid system that is customizable to large growth, the Eye Open Network offers the technology for a new type of marketing.

In today’s world of marketing, things are changing so fast that its almost impossible to guarantee that your message is being received because of resources like Netflix, which is commercial free and Hulu which offers a commercial free option. As people’s information options have expanded, it has become more difficult for businesses to advertise. Brian further explains: “When people go home, they close the door to the outside world by filtering out their mail, email, and phone calls, along with their commercials.”

What the Eye Open Network does is offer the technology that allows a meeting between the consumer and business again in a time and place that doesn’t feel like somebody is infiltrating their territory. In our homes, commercials often become invasive but when people are standing in a prescription waiting line or waiting for a table at the Texas Road House, watching an ad on the nearest TV can be a captivating way to pass the time.

Along with being a GPS, facial recognition based system; the Eye Open Network is also in the process of adding games. For example: If you happen to be at one of the Eye Open Network’s customer locations (Cheerleaders, etc.) where the network is available, people have the ability to use their smart phone or tablet to play games by simply connecting directly to the network. By offering newly developed games to the public (completely free of charge), the Eye Open Network has made their system even more enjoyable by adding the ability of

creating teams in which the players can network with each other. While a customer may be playing trivia, the commercials are still being shown. What this does for the business is offer an incentive way for their customers to enjoy themselves longer while ordering additional drinks and appetizers. The benefit of this type of gaming system verses other gaming systems is that it is all ad supported, and free of charge. Nobody has to pull out his or her wallet in order to play. From a marketing perspective, this type of system is beneficial to both the business and the consumer.

What’s the average cost? Monthly rates vary. Affordable packages start out at $175 with the option of either a ten or twenty mile radius, depending on how far a business wants to reach out. With the typical plan, a commercial will be shown over 5000 times a month to thousands of people a day that don’t have control over the remote.

Children are also very important to the Eye Open Network.

In key locations throughout the valley, children have the opportunity to enjoy cartoons like “Big Buck Bunny”, placed strategically in between ads for fifteen-minute increments. As a parent himself, Terry points out: “Everybody enjoys cartoons no matter what their age”.

As far as national advertising goes, the Eye Open Network keeps the community in mind by valuing a local feel. Small businesses throughout the valley have the ability to be an important part of the community while providing a quality service in order to help out other small businesses. With this in mind, the network provides their customers with noncompetitive advertising within a local field. By having the ability to show different advertisements throughout the valley, the network filters out anything that may cause competition among other businesses. Unlike traditional television, their customizable system assures customers like the “Texas Road House”, that the TV’s in their establishment will never play another commercial for another restaurant.

While keeping it affordable, the Eye Open Network also helps their customers with the creation and development of their advertisements in order to deliver more content. Video production is very important. If a customer doesn’t have a commercial of their own, the network will work with them to help produce a free thirty-second, high definition commercial that will be placed in key locations thus increasing their sales.

This commercial may also be used for other non Eye Open Network advertisements (websites, social media, etc...).

Voice over talent is also provided along with other resources to design the ads which can be used anywhere. Along with this, each business is also provided an automated QR code that allows users to connect directly to the Eye Open Network through the use of a smart phone. With a QR code for each profile, businesses have the ability to use the network for flyers, brochures or any other form of advertisement that links customers to their website or social media page that is modifiable on a daily basis.

As far as goals go, the Eye Open Network focuses on providing a great service for their customers while expanding into other markets by expanding throughout the Northwest. The traditional methods of advertising (newspapers, etc...) that people have relied on for years are no longer industry leaders.

Videos are now the fast paced way of delivering information in today’s society. Usually the drawback to hi-tech marketing is that it usually comes at a very high cost. However, the Eye Open Network keeps the community in mind by offering its services at affordable prices. Without a huge capital investment the Eye Open Network partners with its customers to strategically placing TV screens around the valley thus creating an outlet in public places. People still want information so they know what’s going on without the invasive feel of advertisements.

While there are a couple of other digital advertising networks within the valley, the Eye Open Network is much more industry specific while giving their customers the added benefit of automatically updating their services.

To learn more about this type of technology and advertising, visit www.eyeopennetwork.com for more information.

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The Voice of the valley

Tamarack Resort City: Boise Location: 311 Village Dr Tamarack, ID 83615 Phone: (208) 325-1000 Lift Hours: 9 a.m. – 4 p.m.

Open for Skiing and Riding beginning December 13th!

4 days a week Thursday-Sunday Service: Alpine Skiing, Boarding, Tubing, Sliegh Rides, Sports School, Nordic Trails, Hiking, Rafting & Fishing

GIVENS HOT SPRINGS City: Givens Hot Springs Location: 11309 Idaho 78 Givens Hot Springs, ID 83641 Phone: (208) 495-2000 Hours: Open Year Round 7 Days a Week - Noon to 10pm (9pm on Sundays) Services: Swimming, Camping, Enclosed Picnic Shelter, Snack Bar, Indoor pool is open year ‘round Events: Established in 1881 - Celebrating their 132nd year in business!!!

Open 7 days a week, December 19th though January 5th. Open Presidents Day Weekend, Open Spring Break, Open Martin Luther King Weekend.

www.tamarackidaho.com

www.givenshotsprings.com

Greenwood’s Ski Haus

Idaho Botanical Garden

City: Boise Location: 2400 N Bogus Basin Rd Boise, ID 83702 Phone: (208) 342-6808 Rental Shop Hours: Monday-Friday 8:30am-11pm Saturday & Sunday 7:30am-11pm

City: Boise Location: 2355 Old Penitentiary Road, Boise, ID 83712 Phone: (208) 343-8649 Hours: November 16-March 15 Monday-Friday: 9 a.m. to 5 p.m.

Saturday & Sunday: CLOSED Events: Winter Garden aGlow December 6- January 5, 2014.

Photograph by Tim Love

Bogus Basin Ski Resort

Brundage Mountain Ski Resort

City: Boise Location: 2600 N Bogus Basin Rd Phone: (208) 332-5100 Hours: M-F 10a-10p Sat & Sun 9a-10p.

City: McCall Phone: (208) 634-4151 Hours: Their season normally runs from Thanksgiving through mid-April or early May, with lifts running daily from 9:30 am – 4:30 pm.

Services: Tubing, Group Catering, SKI & Board School, Group Catering Events: They have various private, and public skiing & Boarding Lessons & Clinics for all ages throughout Feb & March

Services: Skiing, Boarding, Tubing, Snowsports School, Terrian Parks, Summer Activities Events: Beer & Gear Festival January 25-26 Brudage Mountain Winter Games March 27-28.

www.bogusbasin.org

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The Voice of the valley

www.brundage.com

Services: Ski Gear-Alpine and Nordic brands like Armada, LINE, Blizzard, Nordica, Salomon, Lib Tech, Head, Marker, and Tyrolia. Gear and accessories from companies such as Smith, Oakley, Scott, Giro, Hestra, and Black Diamond.

And clothing from Obermeyer, Patagonia, Orage, and many more.

www.greenwoodsskihaus.com

www.idahobotanicalgarden.org

Fusion Magazine v.2.2 Fall 2013 69

SHEAR COMFORT. SHEAR FABULOUS. SHEAR ELEGANCE.

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The Voice of the valley

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(208) 384-9000

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Also featured on Good Morning America Health and Fox News and on forbes.com

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With signature treatments for targeted fat removal, age defense facials, and overall body rejuvenation, TruShape can help you get back to your true shape.

Our Signature Body Contouring treatment will eliminate and tighten those fatty pockets that just won't go away.

Radio Frequency will lift and tighten the face and body by repairing the skin and regenerating collagen, taking years off almost instantly.

www.treasurevalleytrushape.com

Also Located at Treasure Valley TruShape Glammed Nails

Like us on facebook for a special offer!

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www.facebook.com/TreasureValleyTrushape

Touch of Sun

Air Brush Tanning by Maire

Exchange room now open …

Bring us your gently used designer clothing, shoes, handbags and accessories and we will sell them for you.

M-F 10–6 | Sat. 10–5 |Sun. 11–4 Designer labels at amazing prices E very day fashion & Special Occasion Shoes, jewelry, accessories and more No appointment necessary

228 E. Plaza Ste P. Eagle, ID 83616 72

Pick up available.

208.939.1005

1028 South Vista Avenue Boise ID, 83705 208.342.1028

APPAREL & BRIDAL CONSIGNMENT EVERY DAY FASHIONS & SPECIAL OCCASION SHOES & ACCESSORIES…and so much more!

B on aB Bu Ba ab be eo na ud dg ge ett

We think that looking and feeling good shouldn’t come with buyer’s remorse. Revolve is where you get amazing styles in your bag and cash left in your purse.

We are more than a consignment store for shopping and finding bargains. We are a boutique, a personal shopping experience with all the extra attention to detail for every woman regardless of size, shape or income.

Why settle for anything less?

Mon, Tues, Thurs, Fri: 12-7 Wed: Closed Sat: 11-6 Sun: 12-5 facebook.com/RevolveResale

revolveconsignment.com

Designer labels without the designer prices Fashions, shoes and accessories for every size Tips, tricks and personalized attention

Mon – Fri 10 -6 Sat 10-4

More than fashion …beyond the trend

ser·en·dip·i·ty noun

ser-ən-ˈdi-pə-tē : Luck that takes the form of finding valuable or delightful things when you are not looking for it.

   

Selections for Men and Women Every day and Occasion Clothing Shoes, Jewelry and Accessories Great Selection at Great Prices

208-343-0382 74

The Voice of the valley

Fusion Magazine v.2.2 Fall 2013 75

ution? l o v e R A r I s n ’t I t Ti m e F o

We the People

Unbelieva b Smooth ly

VETERAN

OWNED BUSINESS

#RevolutionVodka PLEASE DRINK RESPONSIBLY

DON’T DRINK AND DRIVE

www.RevVodka.com PRODUCED AND BOTTLED BY DISTILLED SPIRITS USA BOISE, IDAHO

The

SPRINGS A L U X U RY H OT S P R I N G S R E T R E AT

45

m minutes from downtown Boise is an escape from the everyday world. Enjoy the crisp th i air and clear skies of the mountains as you relax in our natural, chlorine free, hot springs pools. Bask in the bright sun or gaze at a night sky full of a million stars. Swim in the 80 foot long warm pool, melt in the steam room, rejuvenate in the hot tub and schedule a massage, or simply enjoy a glass of wine or a cold draft beer served poolside. It’s a magical experience and you deserve the escape.

See schedule for live music, star watching & date nights.

www.thespringsid.com

208.392.9500