May June Insight 2014

May / June 2014 Victor Valley Chamber of Commerce

insight magazine magazine

How effective is your company’s Logo?

We review the psychological effects of colors used in logos and how the typeface you use may make, or break your company.

New Chamber board members elected

Legislative round table held with Senator Boxer representative

New member reception held

insight magazine EXECUTIVE COMMITTEE 2013-2014 Anita Tuckerman, Stirling Development Chairman of the Board Kaye Walraven, Abengoa Solar LLC VP Membership & Community Services Derek King, Excelsior Charter Schools VP Business Services Steve Orr, Heritage Victor Valley Medical Group VP Special Events Bobby Tarango, Chicago Title VP Financial Services Yvonne Hester, Mojave Water Agency VP Economic Enhancement David Greiner, Greiner Buick GMC Past Chairman of the Board BOARD OF DIRECTORS 2013-14 Teressa DeAtley Citizens Business Bank Chuck Duncan Reflections Catering Jim Dye United Furniture

Industries, Inc. Dwight Johnson El Dorado Broadcasters Bobby Miekel TXI Riverside Cement Mike Nutter ISU Insurance Services

ARMAC Agency Doug Robertson (City Liaison)

City of Victorville Sharon Rodgriguez Southwest Gas Cindy Vedder Alaska USA Federal

Credit Union Business &

Commercial Services Ron Wilson ICR Staffing Services, Inc. Caroll Yule Shear Realty - Victorville STAFF Michele Spears Lisa De La Cruz

Starlene Seargeant Lisa Robinson

Gail Davis

President/CEO Business Development Manager Communications Manager Membership & Advertising Sales Manager Special Events Manager

Published by the Victor Valley Chamber of Commerce 14174 Green Tree Blvd., Victorville, CA 92395 Tel: (760) 245-6506 Fax: (760) 245-6505 E-Mail: vvchamber@vvchamber.com Visit us online at vvchamber.com Site created and hosted by Axiom Media Insight Magazine Layout by Micki Brown/Daily Press

MANUSCRIPTS: The editor welcomes articles for possible publication. The Victor Valley Chamber of Commerce assumes no responsibility for the care or return of any manuscripts. Articles are subject to editing and are included on an “as space permits” basis.

DEADLINE: Material and photos for inclusion in Insight Magazine must be received by the first of the month previous to the month of publication and may be e-mailed, faxed or mailed. For questions regarding news articles or press releases, contact (760) 245-6506, or sseargeant@vvchamber.com.

DISCLAIMER: All reasonable efforts have been made to ensure the accuracy of the information contained in Insight Magazine.

The Victor Valley Chamber of Commerce accepts no responsibility for damages arising directly or as a consequence of the use or publication of inaccurate information. The opinions expressed by contributors are their own, and are not necessarily shared by Insight Magazine, its staff, the Victor Valley Chamber or advertisers. Editorial content is intended as general information, and not as specific legal or financial advice; for such, readers are advised to consult professionals in the appropriate field. The Victor Valley Chamber of Commerce assumes no liability resulting from advertising contained in this publication.

CHAIRMAN’S MESSAGE

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s we enter the last few months of my term as Chairman of the Board, I can’t help but take a few moments and reflect on the past ten months: all that we as a group have accomplished, and a few open items still left upon which to focus.

With the reemphasis as a Regional entity, our Victor Valley Chamber has taken a proactive, business minded position on many significant concerns in our community. We’ve introduced and explored such current topics as transportation improvements, modifications to our education system, local and regional government updates, health care reform…the list is really quite impressive. Through VMI Breakfast Meetings, Business Builder Opportunities, Economic Enhancement Forums, Legislative Action committee, and the many other programs available, the Chamber continues to keep our members up-to-date on significant issues that impact our region and our individual business’. And with our growing membership (now over 500 strong), we enjoy the benefit of networking and sharing ideas directly with such a wide variety of business disciplines and leaders in our community. This personal interaction, and the access to such a wealth of diverse, creative, intellectual power, is perhaps one of the things I find so uplifting about our Chamber!

And yes, with our reestablishment as a Regional Chamber came many new requirements. Rebranding, including a new logo, sign, and letterhead were just the start. Modifications to our By-Laws are underway, and new programs to better meet the needs of our growing membership are being discussed and developed almost daily. What an exciting time to be involved in such a dynamic group, making an impact on our entire community!

But as my time as Chairman comes to an end and we prepare to welcome a new Board, let’s not forget that there are still many challenges to overcome. As we grow in size, we must be prepared to be recognized for our pro-business mindset and the leadership we can bring to our region. As a united voice we can work together to encourage and enhance economic development, ultimately creating a sense of opportunity and a spirit of community that will improve both the work and home lives for each and every one of us.

Perhaps one of our biggest concerns in the upcoming year will be how best to meet the needs of our growing membership. New, industry specific focus groups might be the answer, or perhaps increasing networking opportunities to include additional mixers and business development workshops. The list of ideas on how best to stay connected and continue to grow our Chamber is only limited by the mindset of our members, and their willingness to invest both time and energy. Each of us has the ability to participate at some level, to invest in our own future and that of our organization. Your feedback, support and participation is vital to our ongoing success. I feel confident that we have much left to offer both our Members and our Region, and that together, we can continue to grow, united for the mutual benefit of us all!

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VICTOR VALLEY CHAMBER OF COMMERCE

CHAMBER CLIPS High Desert Opportunity Announces CEO of Mandalay Entertainment as Keynote Speaker

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he High Desert Opportunity Committee has announced that Peter Guber, Chairman and CEO of the multimedia Mandalay Entertainment Group, Co-owner of the Los Angeles Dodgers, Owner and Co-executive Chairman of NBA’s Golden State Warriors, TV commentator and best-selling author, will serve as Keynote Speaker for the 2014 High Desert Opportunity business conference.

Peter Guber, Chairman and CEO, Mandalay Entertainment

High Desert Opportunity (HDO) is the premier High Desert event annually showcasing local businesses and development opportunities for new and expanding businesses. The goal of the event is to support economic growth and stability by attracting businesses and jobs to the High Desert.

The annual event will be held from 7:30 a.m. to 3:00 p.m. on Thursday, October 16th, 2014, at the High Desert Event Center in Victorville, CA. For more information or to purchase tickets for the 2014 High Desert Opportunity, please call (760)245-7600 or visit the website: www.highdesertopportunity.com.

New Member Reception Held At Victor Valley Museum

Big Names and Musical Memories Headline at the Fair

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EE-lieve in FAIR e-tails May 24th thru June 1st at the 2014 San Bernardino County Fair in Victorville presented by Alaska USA Federal Credit Union. The SBC Fair runs 9 days and offers all the traditions of a County Fair. You can enjoy Competitive Exhibits, Fair Food, Vendors, Grounds Entertainments, Livestock, Carnival Rides and More!

This year’s fair will feature a variety of family entertainment so you can Bee-lieve in Fair-etails! With all-time favorite shows like Russell Bros. Circus, The Magic of Frank Thurston, HypnotistMark Yuzuik, and the Turkey Stampede. The grounds always smile with Tadpole the Clown and PJ the Clown of Many Faces, Fuzzy Critters and the Balloon Man. The attractions are a wonderland of amazement and education with a Fair-etail Forrest, Drum Circle and More!

There is a variety of entertainment on the stages from the High Desert Community Stage featuring local talent and the Kid’s Kountry Stage set with family shows, to the Pavilion Stage that keeps you dancing before and after main stage shows…The 2014 Fair is proud to feature concerts with today’s big names and musical memories from the past! This year’s concert series features upcoming country artist Jerrod Niemann and an all-time favorite Mark Chesnutt. The series will take you back in time with shows from The Marshall Tucker Band and WAR. Come Party at the Fair with live Music Sunday, May 25th “Fiesta en la Feria con Musica en Vivo!” The main stage will rock with free concerts…back by popular demand is Journey Revisited and we are proud to announce a Lynyrd Skynyrd tribute band ‘Lyvyn Skynyrd’. The free shows also include positive upbeat pop group - The Afters.

The Fair wraps up its 9 day run with the Demo Derby. Get more details and get your pre-sale tickets online at www.sbcfair.com

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ew Chamber members were recently invited to the quarterly New Member Reception. It was a great way for new members to connect with other new member over coffee and snacks. CEO Michele Spears provided a brief overview of the Chamber, and Board Chairman, Anita Tuckerman explained how best for new members to maximize their Chamber membership. Members were asked to bring samples of their products, brochures, flyers for display and introduce themselves to everyone.

Please welcome them.

L to R: Judy Sierra-Rodriguez-Service Mailers & Fulfillment, Beverly Lacey-All Care Home Health Services, Trina Siverts-Siverts Publishing, LLC, Sergey Romanov-SBF Payroll Inland Empire Branch, Jeremy Kern-San Bernardino County Firefighters

Local 935, Angie Shaw-Cross Eyed Cow Pizza, Dr. Venkat & Niru Vangala-Foremost Retirement Community, Scott Noh-ServiceMaster First Response, Anita TuckermanChairman of the Board and Stirling Development, Rocky Allen-Mercy Air Service, Johnny Pedersen-Pedersen Financials, Rhonda Almager-Victor Valley Museum

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2014 Scholarship Recipients

Pictured L to R: Taylor Lockmann - attends Apple Valley High School and has been a member of the National Honor Society since her sophomore year. Taylor will study in the areas of Linguistics, Business or Law and plans on attending an accredited university pursuing a Bachelor’s degree. Scholarship provided by Desert Valley Medical Group.

Jamie Anton - attends Serrano High School where she has earned a national AP Scholar with Distinction by passing all her AP tests scoring 5’s on three of them. Jamie’s five year goal includes attending Cal State San Bernardino where she will be working on a double major in history and political science. Scholarship provided by Victor Valley Chamber Foundation, Inc. Marlea Landini - attends Apple Valley High School and is a staff writer, news and entertainment editor for the Sun Devil Newspaper.

She plans to attend a Christian College which will nurture and support the things she believes in. Scholarship provided by Victor Valley Chamber Foundation, Inc. Michaela Wingerd - attends Excelsior Charter School and loves to learn about the past. Michaela plans to attend a private university in the Midwest which is her favorite region of the country. Scholarship provided by High Desert Employer Advisory Council.

Krissa Lindsay - attends Apple Valley High School where she was on the Varsity Soccer Team since her freshman year. Krissa plans on attending a University where she will pursue her dream of a profession in Optometry. Scholarship provided by Victor Valley Marketing Group.

Claire Ratliff - attends University Preparatory and has been involved in ASB since Junior High. Claire plans to attend a private university in the fall working toward a degree in applied mathematics. Scholarship provided by Telephone Pioneers High Desert Club.

Jennifer Marsden - attends Excelsior Charter Schools and has been involved with ASB since her freshman year where she held the positions of Vice President, Treasurer and is currently the ASB President. Jennifer is also currently enrolled at Victor Valley College where she plans to continue her education in the fall with plans to transfer to Loma Linda University to study Speech Therapy. Scholarship provided by Victor Valley Chamber Foundation, Inc. Liselle Guiang - attends Victor Valley High School and is President of the school fencing team as well as a member of the National Fencing Junior Olympics. Liselle plans to attend a 4-year university pursuing an education in Biochemistry. Scholarship provided by Southwest Gas Corporation.

Annie Tsai -attends University Preparatory and is a member of the Varsity Cross Country Team. In the fall Annie plans on studying either Psychology or Music. Scholarship provided by Desert Valley Hospital.

Front L to R: Savanah Stevens - attends Apple Valley High School and has been involved with ASB since her freshman year and is currently the Line President. Her long term goal is to attend University of California, Santa Barbara where she will pursue her degree in communications. Scholarship provided by High Desert Employer Advisory Council.

Tracy Lam - attends University Preparatory where she will graduate as the Valedictorian. Tracy plans on attending UC Berkeley in the fall as she pursues her law degree. Scholarship provided by Southwest Gas Corporation.

Not Pictured: Eric Stevenson - attends Granite Hills High School and has run Track and Field for the school since his freshman year where he has been on the Varsity team since his sophomore year. Eric’s plan for his future is to study hard and achieve his degree in Computer Science. Scholarship provided by Victor Valley Chamber Foundation, Inc. Anjelina Lopez-Rosende - attends Apple Valley High School and has been in the school band since her freshman year. Anjelina plans to attend UCLA in the fall and will pursue a degree in Music Education hoping to one day be a high school music teacher.

Scholarship provided by Southern California Edison.

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CHAMBER UPDATES Who Would You Nominate?

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he Victor Valley Chamber of Commerce and Desert Valley Hospital/Medical Group are proud to announce the upcoming Accolade Awards Luncheon on June 12, 2014.

You are invited to spend the afternoon with leaders and innovators of the Victor Valley region as we recognize the stars of the business community. In addition to honoring business achievements with the Spirit of Victor Valley and Chamber Award of Excellence; this signature event features the presentation of Individual Awards to the Volunteer of the Year and Most Inspirational Leader. All community members are welcome to nominate their favorite candidates; however, in order to be nominated you need to be a current member of the Victor Valley Chamber of Commerce.

The nomination forms will be available at vvchamber.com or through our office starting April 16th and the deadline for all nominations is May 16, 2014. Join us in recognizing those who you would like to nominate for these prestigious awards.

Could You BEE The Next Champions?

Operation Handshake Delivers Vital Economic Information To High Desert Members

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he Chamber with help from our members and staff, fanned out through the High Desert distributing the new Victor Valley Economic Development magazine.

22 volunteers were treated to breakfast at Marie Callender’s Restaurant and Kathy Hopkins of Kathy D. Hopkins Insurance Bakery and then set Agency, Inc. receives an economic magazine from out to meet some one of the Chamber staff who participated in new business conOperation Handshake. tacts while delivering the magazine. The guide features dynamic photography and articles that highlight Victor Valley’s quality of life and diverse business climate. Articles focus on the assets that give the region an advantage for attracting and retaining jobs in life sciences and advanced manufacturing due to its powerful infrastructure and thriving development opportunities. Over 375 magazines were delivered, plus 300 copies were distributed at the VVC Foundation’s Economic Summit.

Economic Enhancement Forum Scheduled For May

T Last year’s winners were the Daily Press team: Sheila Rowland, Kathy Young, Angie Callahan, and Susan Brodeur

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ant a great team building experience? Grab your co-workers and show off your spelling skills at the May 19 Adult Spelling Bee. Gather up 3 or 4 of the smartest people you know and compete for the top trophy at this May’s exciting event. During the rounds, teams have 30 seconds to produce the correct spelling of each word. Maybe it’s your team’s year this time.

The Adult Spelling Bee fundraiser supports programs sponsored by the Victor Valley Chamber Foundation, Inc., a 501(c)3.

Contact Lisa at (760) 245-6506 for information on how you can participate. This year’s Spelling Bee will be held at Southwest Gas located at 13471 Mariposa Rd. from 3:00 – 5:00 pm.

he Victor Valley Chamber is hosting an Economic Enhancement Forum – “Manufacturing Jobs In the High Desert”. A sturdy manufacturing base is vital for the economic recovery of a community. Each manufacturing job supports either directly or indirectly almost three other jobs in the economy. 80% of world trade is in goods, and only 20% is in services. And of that 20% in services, they are indirectly dependent on goods for their operations. Whether it be the manufactured goods that businesses sell or the products such as phones, computers and cars used to enhance a business’ services. Speakers at the upcoming forum include Brian Parno - COO of Stirling Development and Jim Dye – General Manager of United Furniture Industries. Presentations will include building investments costs, building design features, infrastructure, AQMD benefits, jobs, challenges to manufacturing in California, employee loyalty and skills needed here in the High Desert. This free forum will be on May 22 from 8:15 – 10:00 am at United Furniture Industries located at 13133 Innovation Way, Ste. 200 in Victorville.

Please RSVP to Gail Davis at gdavis@vvchamber.com

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VICTOR VALLEY CHAMBER OF COMMERCE

IN THE SPOTLIGHT

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ith the economic downturn, especially in the High Desert, service needs to individuals and families have tripled, contributions are halved. Most of those who need help have never had to ask for assistance before. What would you do, where would you go, if suddenly your paycheck or your job were gone? That is why we are here. We are your local United Way…Desert Communities United Way, making the High Desert communities a better place to live…for all of us!

Our mission is to: Respond to human needs in High Desert communities by ensuring basic necessities and maintaining responsible stewardship of our resources.

Our vision is to: Provide easy access to health and social services.

Help children succeed in school and life.

Coordinate with after-disaster services Develop opportunities for volunteers to create positive change.

Website: www.dcuw.org; Email: dcuwmail@verizon.net Phone: (760) 242-5370

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ustom workforce development is absolutely essential in today’s fast-moving economic environment and we are experts in developing a full spectrum of skill sets for the 21st Century professional in a wide variety of disciplines. From Business to Digital Marketing to Customer Service to Computer Technology, the professionals at Victor Valley College can upgrade the skills of your current workforce or train your new hires with the technical performance they will need to succeed.

We can perform the training in-house or online; on-campus or in the field; if you have a training need, we have an instructor.

If your workforce needs recertification from government agencies such as OSHA, we have that covered too. Our recertification classes are designed to keep your employees current. Call us today at (760) 245-4271 x2741 to start a conversation about how we can train your employees on your timeline and on your budget.

Grab a Chance to Get Noticed!

Want to get your business noticed on the spotlight page? Make sure to drop off your business card when checking in at our monthly VMI. A business card is drawn each month at the breakfast.

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VICTOR VALLEY CHAMBER OF COMMERCE

COMMITTEE CORNER

The Chamber is nothing without our Members and the valuable time they donate to help us. This month we’d like to highlight the Accolade Awards Committee. This brand-new recognition program will honor the businesses and individuals in our community that make a difference.

L to R back row: Martha Lothridge-El Dorado Broadcasters, Stacy Berro-DreamCars European Auto Repair, Rosalinda Ratliff-City of Victorville, Helen Monte-Bear Valley Party Rentals, Debbie Cannon-Academy for Grassroots Organization, Georgia Duncan-Reections Catering, and Melissa Holy-Victor Valley Personnel Services L to R front row: Adriana Chavez-ICR Staffing Services, Inc., Christina Bertinotti-Southwest Gas Corporation, Anita Tuckerman-Stirling Development, and Rosanne Weathers-Desert Valley Hospital/Medical Group Not pictured: Robert Gilardoni-Hoodz of the High Desert and Jennifer Britzman-ISU Insurance Services - ARMAC Agent

So come on B.U.Y. and taste our BBQ on Saturdays!

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12033 Mariposa Road, Hesperia

760-949-2077

Chamber Votes To Oppose SB 935

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he Victor Valley Chamber with recommendations from its Legislative Action Committee have added their name to the growing list of California businesses opposing SB 935 as amended on March 18, 2014. Despite Governor Brown just signing AB 10 last year which will increase the minimum wage to $10 an hour by 2015, SB 935 seeks to increase it even higher to $13 an hour by 2017, and thereafter increase it according to inflation. This mandate will simply overwhelm many businesses that are already struggling with the current minimum wage increase and other cumulative costs imposed in California, and will create job loss. An increase in minimum wage would not only increase hourly employees’ wages, but salaried employees’ compensation as well.

In order for employees to qualify as “exempt” under any of the six exemptions in California, they must meet the salary-basis test, which is two times the monthly minimum wage. If SB 935 is implemented as proposed, that amount in January 2017 will rise from the current annual salary of $33,280 to at least $49,920, which is an increased cost to employers of over $15,000 per exempt employee.

An increase in minimum wage also drives up workers’ compensation costs, uniform/tool reimbursements, overtime, and consumer prices. These additional costs will significantly burden those companies that may not ordinarily pay minimum wage, yet will suffer a negative impact as a result of the proposed increase.

Pain Management - General Improvement - Sleep

Sage Hypnotherapy Bryan C. Dunn, MA, Ht

760/985-8270 sagehypnotherapy.com sagehypnosiscenter@gmail.com www.facebook.com/sagehypnosis Smoking Cessation - Sports - Weight Management

Hypnosis for Seniors - Panic and Anxiety - Assertiveness - Goals - Test Taking

Motivation - Fears & Phobias - Relaxation - Public Speaking - Occupational

While we appreciate that some cities and counties may be able to afford an increased minimum wage as proposed by SB 935, other cities and counties are still struggling with an unemployment rate over 20%. Employers in these areas simply cannot sustain such a dramatic increase in costs.

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LEGISLATIVE CORNER

Legislative Roundtable Held With Senator Boxer Representative

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he Victor Valley Chamber held a legislative roundtable on March 18 with Alton Garrett, Jr., Senior Advisor to US Senator Barbara Boxer. The roundtable was designed to provide interested members an opportunity to engage in conversation with our local Senate district representative. Mr. Garrett runs the Riverside Office for Boxer, one of six in the state, which focuses on all military and veteran issues. Each staffer in the office has a 3,000 – 4,000 caseload, which is comprised of any federal issue a constituent may have in regards to military and veteran issues. Mr. Garrett has visited all bases in the state of California at least once and strongly lobbied for continued use of Fort Irwin in training, as it has unique geographic assets. During the meeting, Chamber members voiced concerns over infrastructure, water policies, base closures, and federal vs. state influence on issues. Mr. Garrett addressed each and offered advice as the best way to approach the issues faced and how to have the strongest impact. The Chamber’s Legislative Cmte. books several roundtable discussions with local representatives each year.

L to R back row: Curtis Green-Supervisor Lovingood Representative, Buck Goodspeed- R.E.Goodspeed & Sons Dist., Inc., Jim Dye – United Furniture Industries, Inc. L to R front row: Wally Linn-Congressman Cook Representative, Yvonne Hester-Mojave Water Agency, Alton Brown-Senator Boxer Representative, Kay Walraven-Abengoa Solar LLC, Teressa DeAtley-Citizens Business Bank, Rebecca Tennison-Senator Steve Knight Representative, and James Moses-Child Care Resource Center

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VICTOR VALLEY CHAMBER OF COMMERCE

Your Logo Is Not Just A Pretty Picture, It Talks To Customers Daily, What Is Yours Saying?

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ou can’t look around you without seeing a logo. They serve as an instant reminder of a company or product.

Your company logo may be a potential customers first impression of your business. The power of the logo lies in its visual nature. Studies have shown that people recognize and relate to images faster then text. When people see an eye-catching logo on advertisements or promotional products, it stands out. They may not need your product now, but it makes an impression and is easily recalled later. Google “how important is a logo to business” and you’ll get 1,600,000 reasons why it could be the most important decision you make.

Logos influence us early in life. A University study used famous logos without word-marks like McDonalds and Nike to measure brand recognition in early childhood. The results were surprising. As early as 3 years old children are able to recognize a logo and what product it stands for. At 7 – 8 years old children can consistently recall a logo. 67% of children 2 -3 years old can correctly match a logo to the product it represents. At 8 years old the percentage is a whopping 100%.

Understanding the psychology of colors can play a vital role in designing an effective logo. The use of color can bring multiple layers of meaning, from primitive responses based on millions of years of evolved instinct to the complex associations we make based on learned assumptions. Close your eyes and picture the golden arches, warm and inviting, like warm golden french fries.

Now picture the arches gray. It doesn’t have the same effect does it. Color can impact a consumer. Here are what researchers have found our brains feel about certain colors.

Red is associated with the intensity of blood and fire. When you see red you feel, active, emotional, passionate, trust, love, intensity and aggressiveness. Red Bull and YouTube have used these colors successfully.

Blue is associated with the stability and depth of the sky and sea. The color blue evokes the feelings of comfort, faith, conservative, understanding, clarity, confident, calm and trust. Ford, Samsung have used these feelings to evoke the feelings of trust in their companies.

Yellow is associated with the energy and joy of sunshine. Viewing yellow will bring about feelings of joy, being alive, energetic and fresh. McDonalds and Porsche have parlayed those feelings.

Green is associated with the harmony of nature. When you see green you feel calm, relaxed, trust , peaceful and hopeful.

Starbucks and Lacoste use these emotions.

Purple is associated with the luxury of royalty. Purple will bring about feelings of glamour, power, nostalgic , romantic and introspective. Both Yahoo and FedEx have used these colors.

Orange is associated with the happiness of sunshine and the tropics. What you feel: enthusiastic, creative, determined, it will stimulate mental activity. Mozilla and Fanta use orange in their logos.

Black is associated with the formality and mystery of night. What you feel: bold, serious, luxurious. Blackberry and Tiffany & Company have used black succesfully.

Pink is associated with feminine traits. You feel: Love, sweet, warmth, sexuality, nurtured. Both Barbie and LG use pink in their logos.

Brown is associated with the nurturing trait of mother earth. You feel, reliability, support and dependability. UPS and M&M’s use brown.

A logos price doesn’t always equal it’s effectiveness. Some iconic logos were conceptualized for millions of dollars employing teams of professional creative directors, art designer and focus groups, while others were just a quick thought that stuck. It’s not always what you pay that guarantees a logos impression.

The 2012 London Olympics logo ended up costing $665,400. Its creator Wolff Oline believes it echoes “ London’s qualities of a modern edgy city”. For millions of critics it’s a bunch of blocks having a seizure.

Pepsi Color changed their logo in 2008, spending $1million in the process. To warrant the cost, the design agency produced a 27-page document called “Breathtaking Design Strategy” explaining the new logo replete with references to Da Vinci, Yin-yang and mobius strips. Most people polled think it is a blatant rip-off of the Obama ‘08 logo.

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The new Microsoft logo was recently re-designed. Meeting with Microsoft early in the development process, the design company asked: “Your name is Windows. Why are you a flag?” The results, back to their 4 pane window.

The original Google logo was created by Google co-founder Sergey Brin on a free graphics program. The original CocaCola logo was created by the company’s co-founder and bookkeeper, Frank M. Robinson who suggested that the two Cs would look good in advertising. Today Forbes estimates that the coke brand is valued at $55 billion.

Nike’s swoosh was created by an art student that co-founder Phil Knight used to do chart graphs for the company. Upon seeing it for the first time, Phil did not like it, though it cost him only $35. He hoped it would grow on him. Regardless, you can’t argue with $10.7 billion dollars that swoosh is now valued at.

It pays to cultivate your brand. Here are the 10 most valuable brands in the world: Apple $104.3 billion, Microsoft $56.7 billion, Cocoa Cola $53.49 billion, IBM $50.7 billion, Google $47.3 billion, McDonalds $39.4 billion, GE $34.2 billion, Intel $30.9 billion, Samsung $29.5 billion, and Louis Vuitton at $28.4 billion round out the top 10.

Perhaps, like many national companies, you feel its time to redesign or tweak your logo. In 2013 alone, 22 major companies decided to change or update their logos.

Companies like American Airlines, Starbucks, Facebook, Instagram, Proctor & Gamble recently reworked their image.

Some were changed due to company acquisitions, name changes, or a change in the organization’s focus. Locally we have seen this with newly revamped Victor Valley Global Medical Center, formally Victor Valley Community Hospital.

“It was important for us to incorporate our new ownership while retaining our local Victor Valley brand. The most important part for us was to emphasize the Medical Center aspect of the name. The swooshes in the globe are not by chance; they are the K, P, and C in KPC Global.” say VVGMC Marketing Director, Lovella Sullivan. On the way to cultivating your brand, here are some useful tips that will ensure your new/refreshed logo helps your business, not hinders it.

1 - Research your audience. Your logo is your first line of communication, know what your audience wants.

2 - Choose your typeface carefully. You have two routes: creating your own custom typeface or adapting an existing one. Don’t be tempted to make your logo design stand out by using gimmicky fonts. There’s a reason why most of them are free. For sheer professionalism’s sake you should avoid them at all costs. Make the type match the brand. Microsoft’s new logo design represents a trend towards clear and functional typography.

3 - Consider all venues. Your logo needs to work in black and white as well as color. Fancy shadows, gradients and special effects don’t translated well on embroidery.

4 - Keep it simple. A complicated logo is not only difficult to identify, but also fails to engage the audience.

5 - Subtract as much as possible. It means continually asking yourself questions that begin with, “Does this logo need..., Does this make sense?”. Logos that use special effects are distracting from the main message of the logo. Over time most logos get simplified.

6 - Did I say keep it simple? It bears repeating. When in doubt decrease. If you can’t rationalize an element that’s part of your logo design, the chances are you need to remove it from the overall piece. It’s strongest at it’s simplest.

7 - Don’t try to make your logo do it all. It doesn’t have to reflect every aspect of the company’s history or demonstrate what the product or service is. A computer company’s logo design doesn’t have to show a computer (Apple’s doesn’t). A restaurant logo design doesn’t have show food (McDonald’s doesn’t). Keep it simple. Logo designs become iconic and memorable: they’re not created that way.

8 – It should stand the test of time. Most logos are used for years, so be careful not to use ‘of the moment’ typefaces or styles that may date quickly.

These tips just scratch the surface.

You may not have to spend a lot of money to have your company logo designed, but you do need to put a lot of time and thought into what you want. Your logo speaks to your customers every day. What do you want it to say about you?

Sources: Mapping Emotion by Color, Most Valuable Brands 2013, Brand Switching, Creating Logos, Entrepreneur Magazine, LogoBee.

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NEW CHAMBER BOARD Teressa DeAtley - Citizens Business Bank

I am a Vice President/Relationship Manager for Citizens Business Bank. I started my career in the financial industry in 1990 in the High Desert Community and work to meet the needs in all aspects of business banking.

I am a past President of the Rotary Club of Victorville. Have you been involved in any past Chamber Events? I have been involved in numerous chamber events. Enjoyment in the events comes from being part of something that will make a difference in the community. What are you hoping to accomplish with your time on the board? I hope to grow relationships with the leaders of the community to encourage prosperity.

Eddie Hernandez - Mall of Victor Valley

I am currently the Marketing Manager for The Mall of Victor Valley. I hold a B.A. degree in Business from California State University, San Bernardino. The High Desert region has been home for over 25 years and I love it.

Have you been involved in any past Chamber Events? Yes, I was involved with the Rancho Cucamonga Chamber of Commerce and on the committee for the chamber’s annual “Grape Harvest Festival” an event that highlights old-fashioned grape stomping and the wine heritage of the city. What I enjoyed most was the collaboration of the participating businesses to create a memorable event for the community. This year I served on An Evening Affaire committee, which gave me great insight into the behind the scenes work involved in this impressive event. What are you hoping to accomplish with your time on the board?

I’m hoping to evaluate existing programs to see if they are accomplishing goals and meeting the objectives of the Chamber. Also, to determine if new programs should be undertaken as the Chamber year progresses.

Sue Moore - Purofirst Fire & Water Restoration

I am the Marketing Manager for Purofirst Fire and Water Restoration and I have been involved with the Victor Valley Chamber since 2010. I am very involved in the Victor Valley Chamber, Inland Empire American Red Cross, and Soroptimist International Apple Valley; holding various positions in all. My husband and I have lived in the High Desert since 1981 where we raised our two sons. Have you been involved in any past Chamber Events? I have been part of An Evening Affaire Committee. I wanted to experience the event from the planning, execution and attending An Evening Affaire. I thoroughly enjoyed building relationships with business members in the Chamber and have I have compassion for the amount of dedication and hard work involved in every aspect of this event.What are you hoping to accomplish with your time on the board? As a member of the board, I want to continue my support of our membership and provide additional leadership within the Chamber. Engaging with new members and potential members is important to continue the growth of the Chamber and it is vital to the business members. I want to ensure I represent our members by listening to their challenges and becoming part of the solution while celebrating their wins.

Steve Orr - Heritage Victor Valley Medical Group

I am a current member of the board and I am very excited about continuing my service to the membership of the Victor Valley Chamber of Commerce. Have you been involved in any past Chamber Events?

Several Events in the past, An Evening Affaire, Stride Ride Glide, Golf Chairman as well as committee member.

I enjoyed seeing all the hard work that the committee members put in to an event and how it comes together on the actual day of the event. I like to be involved and to give back to the community in some small way. What are you hoping to accomplish with your time on the board? I hope to continue to be involved with special events and hope to use those special events to promote the good work done by the chamber and also to increase membership by providing bigger and better events for participation.

Bobby Tarango - Chicago Title

I began my career in title insurance at 18 years old as a messenger for First American Title and have worked my way up to become one of Chicago Title’s premier sales representatives. I’ve served twice as the Affiliate Director for the Victor Valley Association of Realtors and was named the 2009 Affiliate of the Year by the Victor Valley Association of Realtors. I am also currently serving as Chair at St. Timothy’s Preparatory School and on the Board for the High Desert Youth Soccer League. I have lived in the High Desert for over 38 years. I am very committed to the success and vitality of High Desert businesses as this is where my wife Stacey and I live and raise our children, Annabelle and Jack. Have you been involved in any past Chamber Events?

I have participated in the Chamber’s Economic Enhancement Forums and been a speaker at Valley Morning Insight. I enjoyed my involvement and like sharing my experience in real estate with the business members in the Chamber. As a past/present board member I see first hand the amount of hard work and dedication that all

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VICTOR VALLEY CHAMBER OF COMMERCE

volunteers give to make this Chamber the outstanding organization it is. What are you hoping to accomplish with your time on the board? I would like to continue the focus on including more regional projects. As past VP of Financial Services I will continue to keep our chamber robust with strong financial policies.

Anita Tuckerman - Stirling Development

As Director of Asset Services for Stirling Development, I have over 28 years experience in the Commercial Real Estate Industry. Specializing in Client Services and Marketing, I joined the Southern California Logistics Airport (SCLA) Marketing Team in 2002, and am responsible for promoting the reuse and redevelopment of SCLA to both local and national tenants. By emphasizing the many benefits of the overall region and pro-business environment, I work to promote the Victor Valley Business Community and am dedicated to bringing commerce and growth opportunities to the High Desert. Have you been involved in any past Chamber Events?

During the past year I enjoyed serving the Victor Valley Chamber as Chairman of the Board, where I welcomed the opportunity to promote the many benefits of our regional chamber to both new and existing business’ throughout the High Desert. Since becoming active in the Chamber over six years ago, I has served as Vice President of Special Events, and participated on the Regional Focus, Business Expo, Stride Ride Glide, and Membership Committees. I appreciate the positive, pro-business mindset of Chamber members, and enjoy working together to better our organization and community. What are you hoping to accomplish with your time on the board? As one of the most dynamic organizations here in the High Desert, we need to constantly work to increase the awareness of our regional chamber programs to better meet the needs of our growing, diverse membership. The Chamber offers a wide variety of programs for business growth: networking, business development and education, legislative updates. The opportunities to get involved and make the most of your Chamber membership is limitless. The Chamber Board needs to ensure that each and every member is aware of not only how they can become more involved in the Chamber, but also how the Chamber can assist them with maximizing their business opportunities.

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VICTOR VALLEY CHAMBER OF COMMERCE

NEW CHAMBER INVESTORS 2 Bro’s Fish Fry & More 21520 Bear Valley Rd., Ste. E, Apple Valley CA 92308 (760)961-2200 Restaurant/Fast Food 2 Bros Fish Fry and More is a family-friendly owned restaurant. Two local brothers run and cook a variety of Fried Fish, Hamburger’s, 1/4 lb. Hot Dogs with toppings, Fried Waffle and Wings, Buffalo Wings. Mon.- Closed, Tues. & Wed. 11:00 am-6:30 pm, Thur.

11:00 am-5:30 pm, Fri.& Sat. 11:00-9:00 pm and Sun.11:00 am-5:00 pm.

Foremost Retirement Community 17581 Sultana St., Hesperia CA 92345 (760)244-5579 www.Foremostseniors.com Retirement Communities Foremost Retirement Community, located in Hesperia, a beautiful 17-acre Campus. *Independent Living for Active Seniors. *Assisted Living offers comforts of home and social community. *Grand Terrace Room for Weddings, Banquets, Quinceaneras, Business Meetings and Special Events.

Mercy Air Service 1670 Miro Wy., Rialto CA 92376 (909)217-2503 www.airmethods.com Air Ambulance Service Mercy Air is a full-service air medical transport system that has served California and Nevada for 25 years. They provide safe, rapid transport by helicopter of critically ill and injured patients, and their air craft are available 24/7/365, with overlapping service areas of coverage that help ensure a helicopter is readily available for your needs. Mercy operates 16 helicopters throughout the state. Services range from ICU transfers to the complicated trauma request from an EMS provider.

Pedersen Financials Victorville, CA 92392 (909)767-1734 www.pedersenfinancials.com Insurance Pedersen financial provides health, life and investment opportunities that help secure your financial future. Unique concepts that maximize your money, putting more back in your pockets, where it belongs.

Ripley & Associates 14440 Civic Dr., Bldg. A, Victorville CA 92392 (760)243-4488 www.callripleynow.com Attorney-At-Law *Sam Pulice - Mojave Copy & Printing

*Indicates Chamber Member Sponsor

San Bernardino County Firefighters-Local 935 PO Box 1302, Fontana CA 92334 (760)403-5331 www.local935fire.org Labor Group San Bernardino County Professional FF’s Local 935 is comprised of local firefighters who serve the Victor Valley with pride, commitment and integrity. Local 935 represents 400 professional Firefighters for San Bernardino County Fire Dept.

SBF Payroll Inland Empire Branch Victorville CA 92395 (760)517-1746 www.InlandEmpire.SBFpayroll.com Payroll Preparation Service Payroll is our expertise. Looking for a convenient, reliable and economical way to process your payroll? With 14 years in business, SBF MAKES IT EASY! Very LOW cost, locally owned and operated, which means you’ll get friendly, PERSONAL service, that is easy to contact. *Kaye Walraven - Abengoa Solar LLC Service Mailers & Fulfillment 3101 Exposition Pl., Los Angeles CA 90018 (760)241-3340 www.servicemailersandfulfillment.com Mailing Services Service Mailers has provided clients with superior mailing/ fulfillment services for over 30 years. Service Mailers are experts regarding postal rules and regulations. Service is their passion.

Please visit the website.

Siverts Publishing, LLC Apple Valley CA 92307 (760)559-9402 www.Desertnewspost.com Newspapers Siverts Publishing covers local events in the Senior News, Desert News Post, Jess Ranch Bulletin, H.D. Community News, and on their website. Please purchase advertising from us so that we may continue supporting your community. *Lisa Lawrence- - High Desert Community Foundation S-Power 2 Embarcadero Center, Ste. 410, San Francisco, CA 94111 (415)692-7579 www.spower.com Solar Developer Taylion High Desert Academy 11336 Bartlett Ave., Ste. 9, Adelanto CA 92301 (760)246-3344 www.taylionhighdesert.com Schools-Secondary & Elementary Taylion is a free public charter school, offering education in grades K-12 through online home school and independent study. For more information, call or visit our website. *Dwight Johnson - El Dorado Broadcasters

insight magazine Tennis & Trophy World 15632 6th St., Victorville CA 92395 (760)245-3310 Trophies-Engraving A locally owned company that has been in business for 32 years since 1972. They provide all types of trophies, plaques, medallions and custom awards and engraving for any occasion. They provide services for sports teams, businesses, offices and personal uses.

Signage and name tags can be designed and produced for any purpose. No job to big or to small.

Turner’s Outdoorsman 14311 Bear Valley Rd., Ste. 102, Victorville CA 92392 (760)244-1999 www.turners.com Sporting Goods Southern California’s leading hunting, shooting, and fishing tackle retailer. With a complete assortment of firearms, ammunition, and fishing tackle, expert sales associates will provide service and local outdoor experience unmatched in the industry. Turner’s takes an active role in the communities we live in by promoting local youth fishing tournaments, conducting various hunting and fishing seminars, hosting the largest hands-on shooting fair in the state, and working closely with the NRA, Safari Club International, Ducks Unlimited, California Waterfowl Association and the ASA. Our mission is simple, provide the merchandise you want, at the best prices in the industry coupled with personal service. *JoAnn Cerchio - Shear Realty - Victorville

Victor Valley Museum 11873 Apple Valley Rd., Apple Valley CA 92308 (760)240-2111 www.sbcounty.gov/museum/branches/vvm.htm Clubs & Organizations The Victor Valley Museum is a natural history museum, a branch of the San Bernardino County Museums system, with the theme “Discover Your Own Backyard.” Visitors will enjoy learning about the archaeology/anthropology, history, geology/paleontology, and biological sciences of the High Desert. *Regina Witherspoon Bell Barbara Morrow Williams, Ph.D. Apple Valley CA 92308 (760)983-6550 Organization Development Consultant Dr. Williams provides strategic communication services, including organization, board and leadership development for not-for-profit organizations and educational institutions. *Regina Witherspoon Bell

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VICTOR VALLEY CHAMBER OF COMMERCE

Mail to: P.O. Box 400724, Hesperia, CA 92340

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VICTOR VALLEY CHAMBER OF COMMERCE

ANNIVERSARIES

30+ Years

City of Victorville AAA Auto Club of So. California Bob’s Tire Service Kemper Campbell Ranch Marimac Development Yellow Book USA

20 – 29 Years

Bear Valley Party Rentals Health Ventures La Casita Mexican Restaurant Messner & Hadley, LLP St. Joseph Health St. Mary The Mall of Victor Valley Victor Bowl Victorville Family Dentistry Walmart Store #01-1588

15 – 19 Years

American Medical Response Happy Trails Children’s Foundation Innovative Business Partnerships, Inc. Miers & Miers, LLP, CPA’s Tanger Outlet Center The HR Edge

10 – 14 Years

Anupama Sharma, M.D., Inc. Chili’s Grill & Bar Dalton & Associates GVD, Inc./Bear Valley Partners High Desert Power Project LLC Hilton Garden Inn J.A. Mobile Locksmith Omega Design Group San Bernardino County Assessor-Recorder-County Clerk Victor Valley Association of Realtors

* Investing in the Chamber as a Chairman’s Circle Member

1 – 4 Years

All 4 Kids Pediatric Dentistry American Business Machines Apple Valley Communications Athena Jean Salon & Day Spa Cabriales Consulting California Route 66 Museum Carriage House Antiques Charter Business-Vince L. Sears Community Hospice of Victor Valley Cross Eyed Cow Pizza Financial Vision & Investment Service Ginger Scoggins, DDS High Desert Community Foundation High Desert Partnership in Academic Excellence Inc. Coldwell Banker HomeSource Hoodz of the High Desert Kaiser Permanente Kona Ice Labor Ready Liberty Tax Service McKay’s Mortuaries Phoenix Foundation Sonic Systems, Inc. St. Timothy’s Preparatory School Staples The Brass Pickle Deli Valley Crest Pacifica Vascular Associates of Southern California Victor Elementary Education Foundation

5 – 9 Years

Abengoa Solar LLC Ash, Nancy Desert Sky Dental Group Four-D College High Desert Lock & Safe, Inc. Nutro Products, Inc. Palmdale Family Dental & Ortho Reliable Self Storage of Victorville Springhill Suites Time Warner Cable Media Services Victor Valley Animal Protective League Victorville Speedwash Inc.

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VICTOR VALLEY CHAMBER OF COMMERCE

RIBBON CUTTINGS

Top Hats Barber Shop March 11 15432 Bear Valley Rd., Victorville

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Taylion High Desert Academy March 14 14196 Amargosa Rd. Ste. C, Victorville

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Kaiser Permanente March 28 14011 Park Ave., Victorville

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VICTOR VALLEY CHAMBER OF COMMERCE

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Leadership Victor Valley â&#x20AC;&#x201C; Natural Resources 7:45 am â&#x20AC;&#x201C; 12:00 pm RSVP Victor Valley Wastewater Reclamation Authority 20111 Shay St., Victorville Valley Morning Insight 7:30 am Victorville Conference Center 12603 Mariposa Rd. Legislative Action Cmte. Mtg. 8:00 am Executive Comte. Mtg. 1:30 am Business Development Cmte. Mtg 8:30 am Ambassador Cmte. Mtg. 2:30 pm Mixer â&#x20AC;&#x201C; Athena Jean Salon & Day Spa 5:00 â&#x20AC;&#x201C; 7:00 pm 17260 Bear Valley Rd., Ste. C-105 Brentwood Morning Insight 9:00 am Brentwood School of Business and Leadership 13962 Hook Blvd.

Leadership Victor Valley â&#x20AC;&#x201C; Court System 7:45 am â&#x20AC;&#x201C; Noon RSVP Victorville Courthouse 14455 Civic Dr. Adult Spelling Bee 3:00 pm Southwest Gas 13471 Mariposa Rd. Board of Directors Mtg. 7:00 am Economic Enhancement Forum â&#x20AC;&#x201C; Manufacturing Jobs In The High Desert 8:15 - 10:00 am RSVP United Furniture Industries 13133 Innovation Wy., Ste. 200 Ribbon Cutting San Bernardino County Fair 1:30 â&#x20AC;&#x201C; 2:00 pm SBC Fair â&#x20AC;&#x201C; Main Gate 14800 7th St. Office Closed

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VICTOR VALLEY CHAMBER OF COMMERCE

VMI - State of the Chamber 7:30 am Victorville Conference Center 12603 Mariposa Rd. Leadership Victor Valley â&#x20AC;&#x201C; Law Enforcement & Criminal Justice, 7:45 am - 12:00 pm RSVP Federal Bureau of Prisons 13777 Air Expressway Blvd.

Ambassador Cmte. Mtg. 2:30 pm Legislative Action Cmte. Mtg. 8:00 am Accoclade Award Luncheon 11:30 am Leadership Graduation 5:30 pm Location - TBA Board of Directors Mtg. 7:00 am

Meetings are held at the Victor Valley Chamber of Commerce, 14174 Green Tree Blvd., unless otherwise noted. For more information, call (760) 245-6506, or check our website: wwwvvchamber.com

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CHAIRMANâ&#x20AC;&#x2122;S

Platinum Members

Gold Members Abengoa Solar LLC Auto Park at Valley Center Heritage Victor Valley Medical Group ,&5 6WDIÂżQJ 6HUYLFHV ,QF 6RXWKZHVW *DV &RUSRUDWLRQ Victor Valley Global Medical Center

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