2010 | imagesvictorvalley.com ®
What’s Online See a video tour of Calico Ghost Town
victor valley, california
Rec ‘n’ Roll Play places offers skating, climbing and more
Tiny Diner for Big Appetites Serving Route 66 patrons for more than 60 years
The High Points of the High Desert Four cities offer wealth of affordable living options sponsored by the Victorville Chamber of Commerce
2010 edition | volume 3 ®
Victor Valley, California
37 conte nt s F e atu r e s
Victor Valley BUSINESS
10 The High Points of the High Desert
26 Traffic: A Good Thing
Victor Valley’s four cities offer a wealth of affordable living options.
14 Rec ‘n’ Roll Local play places offer skating, climbing, kickboxing and more.
16 Tiny Diner for Big Appetites Emma Jean’s Holland Burger Café has served patrons for more than 60 years.
36 It’s Curtains ... And Then Some Theater patrons and students benefit from college’s Performing Arts Center expansion.
39 Laying a New Foundation Azusa Pacific University’s new facility brings more opportunity to higher education scene.
Victor Valley’s superior transportation infrastructure attracts major corporations.
30 Biz Briefs 32 Chamber Report 33 Economic Profile
d e pa r tm e nt s 8 Almanac: a colorful sampling of Victor Valley culture
17 Portfolio: people, places and events that define Victor Valley
0 Photo Essay 2 35 Health & Wellness 37 Sports & Recreation 40 Community Profile: facts, stats and important numbers to know All or part of this magazine is printed with soy ink on recycled paper containing 10% post-consumer waste.
on the cover Waterfront homes on Spring Valley Lake in Victorville Photo by Jeff Adkins
Please recycle this magazine
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Victor Valley, California Senior Editor lisa battles Copy Editor Joyce Caruthers Associate Editor Jessy yancey
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2010 | imAgesVicToRVAlley.com ®
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Play places offers skating, climbing and more
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Tiny DineR foR Big AppeTiTes
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Serving Route 66 patrons for more than 60 years
Ad Traffic Marcia millar, Patricia Moisan, Raven Petty
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The High points of the High Desert
V.P./visual content Mark Forester V.P./editorial director Teree caruthers v.p./custom publishing kim newsom managing editor/business Bill mcmeekin
Four cities offer wealth of affordable living options
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A digital Toolbelt Images Victor Valley is published annually by Journal Communications Inc. and is distributed through the Victorville Chamber of Commerce and its member businesses. For advertising information or to direct questions or comments about the magazine, contact Journal Communications Inc. at (615) 771-0080 or by e-mail at info@jnlcom.com. For more information, contact: Victorville Chamber of Commerce 14174 Greentree Blvd. • Victorville, CA 92395 Phone: (760) 245-6506 • Fax: (760) 245-6505 vvchamber.com Visit images Victor Valley online at imagesvictorvalley.com ©Copyright 2010 Journal Communications Inc., 725 Cool Springs Blvd., Suite 400, Franklin, TN 37067, (615) 771-0080. All rights reserved. No portion of this magazine may be reproduced in whole or in part without written consent. Member
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Almanac
Remember To Play Fair High-Speed High Rollers A high-speed rail project called DesertXpress is in the works that will ultimately allow passengers to travel from Victorville to Las Vegas in one hour and 35 minutes – leaving their cars behind, reducing fuel consumption and reducing emissions. More than one-third of the 38 million annual visitors to Las Vegas are from Southern California, and currently most of them use Interstate 15 for their travel. DesertXpress trains will run up to 150 mph on a double track along I-15. The $3.5 billion project is expected to take four years to construct and will feature Victorville and Las Vegas as the only two boarding spots. A one-way fare is expected to cost $50. Read more about the project at www.desertxpress.com.
Forever Wild, Forever Grateful
Since the 1940s, families in Victor Valley have been able to count on the San Bernardino County Fair for affordable family fun that ranges from a midway with more rides than Disneyland to games and contests that run the gamut from traditional to unusual. Held each May at the San Bernardino County Fairgrounds, the event typically attracts more than 100,000 people over 20 days. Entertainment in years past has included a sea lion show‚ a turkey race and a farmyard feature in which kids learn how to milk a cow‚ dig in boxes for potatoes and play in a corn box. For more information, see the event’s Web site‚ www.sbcfair.com.
The Almquist family of Phelan, owners of Forever Wild Animal Sanctuary, will be forever grateful to the popular television show Extreme Home Makeover. For many years the family has provided refuge and care for neglected or unwanted exotic animals – including many exotic birds and a sizeable family of large cats – on their property. They experienced financial struggles in continuing that mission after losing key donor support, and they appealed to the EHM team. They received much-needed help during the show's sixth season, which has enabled them to open the property for educational group and individual tours. Currently, tours are available Tuesday, Wednesday and Friday from noon to 5 p.m. and Saturday and Sunday from 10 a.m. to 5 p.m. See www.foreverwildexotics.org for details.
Cutting-Education For two decades, the Lewis Center for Educational Research has hosted more than 100,000 students, teachers and parents participating in outreach programs and other educational activities. The center is perhaps best known for its Academy for Academic Excellence, a K-12 charter school in which new approaches to teaching are tested in a standards-based educational program. Its global programs include the Goldstone Apple Valley Radio Telescope project with NASA and JPL/Caltech in which teachers throughout the U.S. access a 34-meter radio telescope via the Internet.
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Fast Facts
To Markets We Grow Asian greens, cucumbers, stone fruits, apples, carnations, honey, jams and jellies, avocados, hummus, roses, 30-plus varieties of bread, crafts, entertainment ... the list goes on and on at Victor Valley farmers markets. The High Desert Farmers' Market has been on the scene since 1992 and is held from 8 a.m. to noon every Thursday year-round at 18422 Bear Valley Road on the campus of Victor Valley College in Victorville. New to the mix is the Hesperia Civic Market & Street Faire, held Wednesdays from 3 to 8 p.m. June through October at Hesperia Civic Plaza Park, downtown behind City Hall.
Victor Valley At A Glance POPULATION (2009 ESTIMATE) Victorville: 106,334 San Bernardino County: 2,060,950 LOCATION Victor Valley is in southwest California, at the southern edge of the Mojave Desert, 84 miles northeast of Los Angeles.
BEGINNINGS Incorporated in 1962, Victorville – the largest city in Victor Valley – was founded in 1895 and originally named Victor after Jacob Nash Victor. The name was changed in 1901 to avoid confusion with the town of Victor, Colo. FOR MORE INFORMATION Victorville Chamber of Commerce 14174 Greentree Blvd., P.O. Box 997 Victorville, CA 92393 Phone: (760) 245-6506 Fax: (760) 245-6505 www.vvchamber.com
What’s Online Take a virtual tour of Victor Valley, courtesy of our award-winning photographers, at imagesvictorvalley.com.
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n U.S. Route 66 passes through Victorville and is the primary road through Old Town, forming Seventh Street. Stop by the California Route 66 Museum to learn more about its history. n Open road and clear, blue skies create perfect conditions for leisure motorcyclists, and Victor Valley is home to an active Harley-Davidson Owners Group. Victor Valley H.O.G. #0362 has rides throughout the year and hosted the state rally in 2008. n The Mojave River flows through Victorville, and the city’s elevation is 2,875 feet above sea level. n The cement industry has historically provided the firm foundation for Victor Valley’s growth, and it remains an important industry today. n The Old West is still alive in the ghost town of Calico, an 1800s silver mining town turned tourist destination and State Historic Landmark on the side of King Mountain.
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The
High Points of the
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Story By Cary Estes Photography By jeff adkins
Desert Victor Valley’s Four Cities Offer Wealth of Affordable Living Options
Waterfront homes line the shores of Spring Valley Lake in Victorville.
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he communities of Victor Valley constitute an expanding oasis in the High Desert of Southern California. Located approximately 100 miles northeast of Los Angeles along the Interstate 15 corridor toward Las Vegas, Victor Valley combines natural beauty, a comfortable climate, affordable housing and a pro-business environment, making it one of the fastest-growing areas in the Southwest. The region provides a variety of lifestyle options, from suburban to resort to rural. Adelanto Adelanto is a Spanish word meaning advancement, and the city has lived up to that name since it became incorporated in 1970. Adelanto has steadily progressed over the years, partly because of its location. As the westernmost city in Victor Valley, Adelanto is near both the Los Angeles and Orange County markets. It has easy access to Southern California ports, highways and rail, and boasts prime industrial land adjacent to the Southern California Logistics Airport. In addition, Adelanto has some of the most affordable housing in the High Desert. Located at an elevation of approximately 3,000 feet, the area provides a true change of seasons, including snowfall an average of twice per year. Adelanto also is the home of the High Desert Mavericks minor-league baseball team, an affiliate of the Major League Seattle Mariners. Apple Valley This burgeoning slice of the High Desert offers some of the most diverse residential and retail choices in the region. Apple Valley has been ranked as one of the least costly cities for doing business by the Kosmont Companies and Rose Institute survey, which is one of the reasons nearly 300 new stores and restaurants have opened there since V i c t o r Va l l e y
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2005. Apple Valley offers an interesting population mix, from the 16,000 students at Victor Valley College to the 10,000 residents of the lakeside Spring Valley Lake golf course community to the 4,000-unit planned community of Jess Ranch. More growth is on the horizon with the North Apple Valley Industrial Specific Plan, an emerging manufacturing hub that is projected to employ approximately 38,000 people. Hesperia Hesperia is the southern gateway to the High Desert. Barely 20 years old, the city’s population already is approximately 100,000. The city has the largest workforce in the Victor Valley and can reach a substantial labor pool for transportation, administrative, management and production occupations. Housing opportunities include custom-built villas overlooking Hesperia Lakes, amenity-rich modern subdivisions and large-lot residential zoning. Hesperia Lake Park is a popular location for family picnics and fishing throughout the year. In addition, the city is within easy driving distance to many Southern California beaches, amusements parks, museums and sports arenas. Victorville Located at the heart of Victor Valley along the Mojave Desert, Victorville provides numerous opportunities for both families and businesses. A third of the residents of Victorville are under the age of 18, an indication of the city’s popularity among couples with children. But the city also is an emerging commercial hub, thanks in part to its easy access to air, rail and ground transportation. Victorville is poised for significant growth if the proposed DesertXpress railway project becomes reality. The passenger train route would travel the approximately 190 miles from Victorville to Las Vegas in approximately 2 1/2 hours. Clockwise from left: Palm trees rise above a home near Spring Valley Lake; the Santa Fe Trading Co. sells home goods; Hesperia Lake Park
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Get Out There Power play skating center 10770 I Ave., Hesperia, CA 92345-5292 (760) 956-6711 The Bullet Hole 15315 Cholame Rd. Unit C, Victorville, CA 92392 (760) 245-3307, www.thebullethole.net Doris Davies Park 16305 Hughes Rd., Victorville, CA 92392 http://ci.victorville.ca.us/Site/Popup.aspx?id=420
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Rec ‘n’ Roll Local Play Places Offer Skating, Climbing, Kickboxing and More Story By Joe Morris | Photography By jeff adkins
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iven its proximity to the mountains, the ocean and plenty of parkland, Victor Valley is justifiably known as an outdoorsports paradise. When it’s time to play, the indoors are just as great for fans of rock-wall climbing, kickboxing, skating and martial arts. Skateboarders flock to various outdoor parks, and those who prefer roller skates head to indoor centers such as Skate-N-Sport at the fairgrounds, Power Play Skating Center in Hesperia and Holiday Skating Center in Victorville. Frisbee flingers often find themselves at the Doris Davies Park in Victorville for disc golf, while those who really want to get a grip on something head to the Bullet Hole Training Center, a 9,200-square-foot gym, kickboxing training center and rock-climbing mecca since it opened in 2000. Owned by world champion kickboxer Craig “The Bullet” Buchanan, the Bullet Hole’s martial arts roster includes Muay Thai and American kickboxing instruction as well as Brazilian jiujitsu, judo, and Craig Swanson’s kenpo karate classes. A fully outfitted gym also brings people in, and the climbing walls stay busy as well, Buchanan says. “Rock climbing was always a way for me to escape, so I wanted to have it here when I
opened,” Buchanan says. “It’s a big draw, along with the Thai and kickboxing. People like to do those things for fun, and they also like that they don’t have to get out and drive to the mountains to participate in some form of activity. You get the same workout without driving an hour and a half, and it’s also more interesting than what you would do if you just went to the local gym.” Buchanan’s operation has about 2,200 feet of climbing wall, all of which is about 25 feet tall, so there’s room for plenty of people to go vertical at any given time. He also can build different types of climbing structures if he so chooses, so the opportunity to mix things up is always on the table. That, too, is something that one won’t find on a more traditional hillside. “Rock climbing and a lot of these other sports are a new adventure for a lot of people, and a recreational game for most,” Buchanan says. “But people around these parts are always looking for something new to get into. I’ve noticed a lot of interest in scuba diving, for instance, and we’re not that close to the ocean.” That said, he adds that he’s not opposed to the Bullet Hole expanding downward rather than up and out at some point. “It would be interesting to be able to certify divers here,” Buchanan says. “And it wouldn’t be totally out of line for me, or for the people around here, to get into that.”
Clockwise from top: Brian Miano practices his climbing skills at the Bullet Hole Training Center; John Mutchler, right, teaches Kenpo karate to Benny Olvera, left, and his son, Aidan Olvera, 11, at the Bullet Hole Training Center; disc golf at Doris Davies Park
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Local Flavor
What’s Online Hungry for more? Sink your teeth into other stories about Victor Valley’s local flavor in the food section at imagesvictorvalley.com.
Dining Along Route 66 Emma Jean’s Holland Burger Café Earns Nod From Food Network
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mma Jean’s Holland Burger Café doesn’t have a lot of booth space or counter space, but it sure has plenty of ambiance and good food. The tiny Victorville restaurant has been a popular drop-in dining spot on Old Route 66 for more than six decades, and the long-standing eatery was recently featured on Guy Fieri’s Diners, Drive-ins and Dives on Food Network. The blond, spiky-haired, eccentric Fieri featured Emma Jean’s as one of the three most interesting restaurants that he has ever visited along Route 66. Emma Jean and Bob Holland founded the tiny cafe back in 1947, and when Emma Jean passed away in 1996,
husband Bob continued to run the eatery with son, Brian, and his wife, Shawna. Today, Brian serves as the restaurant’s chef, and Shawna is the waitress. The quaint diner is known for homemade food, made from scratch, and is favored by locals for its generous portions. Brian Holland cooks up downhome dishes that include biscuits and gravy, chicken-fried steak, and a renowned Trucker’s Sandwich that is piled high with roast beef, bacon, chilies and cheese. The restaurant, which many customers refer to as a little piece of Americana, features heaping breakfasts that can include everything from kielbasa and eggs Benedict to a traditional ham,
bacon or sausage plate with scrambled eggs and hash browns. Several customers request the Holland’s spicy ketchup to add even more robust flavor to each meal. But perhaps the most-ordered item on the menu is the Brian Burger, which features a half-pound of grilled hamburger topped with melted Swiss cheese. Then, two grilled Ortega chilies are added, and everything is placed between extra-thick slices of sourdough toast that is generously seasoned with Parmesan cheese. Emma Jean’s Holland Burger Café is open Monday-Friday from 5 a.m.2:30 p.m., and Saturdays from 6 a.m.-12:30 p.m. – Kevin Litwin
Families enjoy dining at Emma Jean’s Holland Burger Cafe in Victorville. The restaurant was built in 1947.
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Portfolio
Power to the People Two major alternate energy projects begin in victor valley
lternative energy is a growing industry, and California often is on the forefront. The state is seen as a leader in trumpeting the cause for creating energy without the undesired consequences of burning fossil fuels, which are the major contributors to global warming. Victor Valley itself is becoming a region where the push toward alternative energy is gaining momentum. In fact, in October 2009 it was announced that a proposed Abengoa Mojave Solar Project will be constructed near Hinkley, just west of Barstow. The project has been green-lighted for its discovery phase followed by proposed construction in 2010 on 1,765 acres situated next to two solar facilities that already exist near Harper Dry Lake. The multimillion-dollar solar plant will be built on fallow agricultural land. Officials with the project’s developer – Mojave Solar LLC – say that the Abengoa Mojave initiative will ultimately bring 500 construction jobs to the Victor Valley region, and the 250-megawatt solar energy facility will have the ability to power an estimated 80,000 homes. Meanwhile, a proposed wind energy project also has begun in Victor Valley. The Granite Mountain Wind Energy Project will be located in San Bernardino County, and the initiative started in September 2009 with an environmental impact study phase. A total of 28 wind turbines will be constructed on 80 acres located 11 miles east of Apple Valley on the Granite Mountain range between Apple Valley and Lucerne Valley. Overseeing the project will be San Bernardino County-based Sierra Renewables LLC, a company that has been developing wind energy projects throughout California and the U.S. ever since the industry was introduced in the early 1980s. Officials estimate the project, scheduled to begin in 2010, will bring 250-300 jobs to the region.
photos by Jeff Adkins
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Portfolio
Paying Tribute to the King and Queen Jeff Adkins
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fter years of planning, the Roy Rogers-Dale Evans Sunset Chapel finally opened in early 2007. Today, it serves as a special place for community events and weddings. The famed hard-riding and yodeling cowboy, Rogers, and his wife, Dale Evans, were longtime local residents, and both were laid to rest in Apple Valley at Sunset Hills Memorial Park and Mortuary. It was here that, in the late 1990s, Dale envisioned a gathering place that was finally unveiled in February 2007. Roy Rogers passed in 1998, after which his wife approached Sunset Hills owner Chet Hitt about an on-site chapel that could hopefully be constructed and named in her husband’s honor. Hitt was a friend of the family for decades, and he told Dale that the chapel will indeed become a reality some day – but would fittingly be named for both Rogers and Evans. “I, of course, responded that no tribute to Roy would be complete without mention of Dale,” Hitt says. “From the very start, Dale was a big supporter of ours. She attended Sunset Hill’s original dedication and groundbreaking, and used to come and sit overlooking the valley to work on her next book.” Hitt says Evans, who passed away in 2001, felt strongly that the chapel should belong to all the people of Apple Valley and the High Desert community, and she suggested that a walkway of granite pavers be constructed around the chapel. That way, the engraved pavers would allow loved ones to be commemorated or could pay tribute to those who have made a lasting impression on their lives. “I am proud of what we have done here,” Hitt says. “It is an honor to pay tribute to my heroes – The King of the Cowboys and the Queen of the West.”
Dine and Dance the Night Away irst try the filet mignon medallions, and then leave some room for the pad Thai noodles. Then leave still more room for music and dancing next door. All this and more is available at Kinari Bistro and companion business Karma in Victorville. Kinari Bistro is a popular dining destination, with a diverse gourmet menu that features both Thai and Italian dinner selections. Chef Claudio Pagano oversees the Italian portion of the kitchen, while Chef Oui maintains the Thai section. Entrée offerings at Kinari can include Thai lettuce wraps and crispy orange peel shrimp that Chef Oui prepares, as well as Farfalle Fiorentina and blackened sea bass that Chef Pagano crafts. Kinari owner Ron Mather insists that his restaurant purchases only the freshest produce, seafood and meat for what he jokingly call the bistro’s Thaitalian menu. Mather describes his eatery as
upscale and classy, yet welcoming and fun. And if you have dinner at Kinari, the $10 cover charge at Karma will then be waived on club nights. “Kinari may be the prime place to take the family for a night out on the town, and it’s definitely the spot to hit if you want to impress a date,” he says. Meanwhile, the bistro isn’t the only entertainment establishment located inside the spacious building on Cottonwood Road. A companion business called Karma is a nightclub and concert venue that has become well known throughout Victor Valley for regularly booking good bands. Their headliner lineup in 2009 included performances by Rehab, Pepper, The Addicts, Ying Yang Twins and Lee Rocker. Kinari Bistro/Karma, which opened in 2004, can accommodate wedding receptions, large-scale banquets, corporate functions or dance parties. Mather says Karma is a closely monitored, all-ages nightclub, so guests
need never worry about incidents of underage drinking. Kinari Bistro/Karma is co-owned by Ron Mather’s wife, Gwen. Their son, Bobby, is manager of both venues.
Jeff Adkins
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Check Out Our Hopping Club Scene
Staff Photo
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olf legends Arnold Palmer, Sam Snead and Jack Nicklaus all played golf in the High Desert, specifically at Hesperia Golf & Country Club. Hesperia, which opened in 1957, was a frequent stop on the annual PGA tour and today is rated a 3.5-star course by Golf Digest. In addition, California Golf Magazine has ranked the course as one of the top 25 in The Golden State. But Hesperia is just one of several top golf venues situated in Victor Valley. The High Desert features ideal year-round weather that results in excellent course conditions, including some of the smoothest greens in public golf. Victorville is home to the 18-hole venue Green Tree Golf Course, which opened as a private club in 1963 and was later deeded to the city. It is a challenging test of shot-making at par 72 and more than 6,600 yards, with water hazards, tree-lined fairways and sand traps sprinkled along the way. The High Desert also offers golfers a couple of nine-hole options. Ashwood Golf Course in Apple Valley actually has 27 holes that allow players to golf three distinct nine-hole courses. It is easily accessible from Interstate 15. Meanwhile, Tees & Trees Golf Course in Barstow provides nine holes among beautiful scenery. – Stories by Kevin Litwin
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Photography By Jeff Adkins
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ictor Valley offers spectacular scenery characterized by the stark contrasts of its location. Positioned between the San Bernardino Mountains and the San Gabriel Mountains and on the southeastern edge of the Mojave Desert, the area abounds with a wide variety of recreational opportunities afforded by these natural assets. Yet no other physical activity but pausing to take a look around can be just as rewarding. In fact, the area has served as a preferred backdrop for many film and television projects due to its natural beauty.
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Business
Thing Global Access Development Attracts Major Corporations
Story By Joe Morris
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Jeff Adkins
lanes, trains and trucks flow in and out of Victor Valley’s Global Access facility with great frequency these days, and every one of them brings a smile to Keith Metzler’s face. As director of economic development for Victorville, Metzler can remember when the George Air Force Base was shuttered in 1992, and the resulting impact on the entire High Desert region after the loss of thousands of base-related jobs. Since then, the drive to redevelop the base into a multimodal facility for business and industry has been ongoing, and the recruiting successes are evident. “Our vision has always been clear, and we have been working to bring new
Beverage storage tanks are a feature at the Dr Pepper/Snapple facility being constructed in Victorville.
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Business
More Insight Global Access Tenants: Newell Rubbermaid General Electric Boeing Pratt & Whitney Goodyear Tire & Rubber Co. M&M/Mars Inc. Nutro Products Inc. ConAgra Foods Dr Pepper Snapple Group Leading Edge Aviation Services Embry-Riddle Aeronautical University Pacific Aerospace Resources & Technologies LLC Plastipak Packaging
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industry to town and keep our workforce here, as well,” Metzler says. “We want to build a more sustainable community where fewer people are commuting away for jobs, and that’s meant investing in all kinds of infrastructure on the site; not just roads and gutters, but special utilities that give industries a real reason to be here. We have a facility that promotes costeffectiveness as a major reason to locate here.” The convergence of the Southern California Logistics Airport, Southern California Logistics Centre and Southern California Rail Complex within the 8,500-acre Global Access complex is appealing to many industries, including new residents Plastipak Packaging, Leading Edge Aviation Services and Embry-Riddle Aeronautical University, as well as Dr Pepper Snapple Group, which is building a $120 million beverage and distribution center to supply its West Coast and adjacent markets. The latter facility, which will employ upwards of 200 people, benefits all parties involved because it meets the growing needs of the company while also providing a major boost to the local economy, says Chris Barnes, manager of corporate affairs. “The road network and infrastructure for the moving of supplies and products is good for us, and the multimodal capabilities helped us to pick this site as well,” Barnes says. “We have room to grow, and we can develop a plant that will help us
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provide comprehensive manufacturing capabilities while also growing our operations over time.” Global Access and its daily operations are overseen by Stirling Capital Investments, which is pleased with the development’s level of interest these days, says Brian Parno, vice president. “Companies that are in business for the long term realize that they can position themselves well for the future in Victorville, where they can capture the entire southwestern U.S. market from one location,” Parno says. “We see the three modes of transportation working well together to form a critical mass of logistics operations that make the region more selfsustaining, but also one that benefits Southern California as a whole by reducing pollution and traffic congestion in the L.A. basin.” For now, it’s more than enough that there are plenty of occupied buildings and people bustling about the site, says Metzler. “We’ve been adding large users, companies within the Fortune 500, and it really validates what we’re doing,” Metzler says. “It’s difficult to market a site with nothing but tumbleweeds rolling around. Now people see large warehouses, manufacturing plants, and we can point to those and say that these major, publicly traded companies chose to do business here. That carries a lot of weight, and makes our selling job a whole lot easier. We tell them, ‘If it works for Dr Pepper, it can work for you.’”
Staff Photos
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Business
Biz Briefs Businesses – both large and small – that help define victor valley’s economic climate
Scorecard Business At A Glance
$17,324,180 Retail sales ($1000)
$27,916 Retail Sales per capita
$1,964,804 Accommodations and food service sales ($1000)
119,719 Total number of firms Source: U.S. Census QuickFacts Figures include City of Victorville and San Bernardino County
Auto Park at Valley Center Biz: automotive dealership park Buzz: If you need a new car, this is your one-stop shop. Auto Park at Valley Center brings together the power of seven premier car dealerships: Valley-Hi Honda, Valley-Hi Nissan, Valley-Hi Toyota Scion, Hi-Desert Kia, Griener Buick Pontiac GMC, Victorville Mitsubishi and Victorville Motor Chrysler Jeep Dodge. www.victorvilleautopark.com 30
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R & S Beverage Biz: beverage distributor Buzz: R & S Beverage in Adelanto is owned by Ruben C. Ramirez and is a successful familyowned distributor for Anheuser-Busch products. R & S management and staff are known for their active participation in the business and civic organizations throughout the Victor Valley. The business is located at 17500 Adelanto Road. (760) 530-2288
J. Michaels Salon & Spa Biz: salon and spa Buzz: J. Michaels Salon & Spa in Victorville is known for its cutting-edge beauty and spa services. Spa owner Olivia Smith and Dr. Gabriel Stine also have partnered to provide services through High Desert LipoLaser, which offers the new ZERONA™ body contouring procedure. www.jmichaelsvv.com
Robertson’s Ready Mix Biz: material supplier Buzz: Robertson’s Ready Mix provides rock, sand and ready-mixed concrete to construction contractors. The company operates rock and batch plants throughout California from its corporate office in Victorville. The business is known for its commitment to service and quality. www.rrmca.com
Bizzy Bee Buzzing Charter and Tour Inc. Biz: bus charter company Buzz: You’re sure to get your kicks on Route 66 with Bizzy Bee Charter and Tour Inc., a family-owned business specializing in comfort travel. Deluxe coaches are equipped with spacious and comfortable seating for 47 people, airconditioning, stereo, DVD and more. www.bizzybeebuzzing.com
PAVING • GRADING • SEALCOATING
Cooley
CONSTRUCTION, INC. CA State Contractors Lic. # 348030 • Bonded and Insured
Subdivisions • Commercial • Heavy Grading Paving • Parking Areas • Curbs Gutters • Sidewalks • Streets • Resurfacing
Serving the Desert Since 1947 17525 Eucalyptus St., Ste. G • Hesperia, CA 92345
(760) 948-8400 • www.cooleyconstruction.net
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Business | Chamber Report
Core Commitments Count Chamber’s Many Services Add Up to Membership Value
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eeping members up to speed through networking events is par for the course at the Victorville Chamber of Commerce. But through new programs and services such as specialty seminars, a revamped Web site and more, the organization is able to keep the local business community abreast of changes in the way they do business now and in the future. “We’re noted for our Economic Enhancement Forums, where we take a look at what’s happening in terms of what people are focusing on at the moment, or what’s coming into the area,” says Michele Spears, President and Chief Executive Officer. “We have done them on renewable energy, trends in real estate, retail – whatever’s got people talking and that they want to learn more about.” The forums are on a calendar that includes Victorville Morning Insight, a monthly membership meeting that draws more than 200 people; Leadership Victor Valley, an annual program that graduates around 23 business leaders a year; and the Victorville Young Professionals, a group of younger members that has its own events and speakers. “Our members know that we work to help them further their education, which is part of our businessenhancement core benefit,” Spears says. “The other benefits are connection and promotion, legislative advocacy and community involvement. We work to provide activities and resources in all of those for the membership.” That’s led to the creation of a thriving “buy local” program, which promotes shopping locally throughout the year and has a gift-card drawing event in December. The chamber also has doubled its annual business expo, adding a January date to complement the longstanding July event. This allows the chamber’s retail and other members a chance to showcase products and services during a slow fiscal period, and 32
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it ties into some of the new website functions, says Annie MacKay, Communications Manager. “We’ve added a member log-in to our web site, and they can offer coupons and add other information to their profiles,” MacKay says. “This gives them a personal touch there, as well the ability to showcase what they have and can do,” MacKay says. The organization has spun off the Victor Valley Chamber Foundation, which presents educational and community programs that further the chamber’s mission. The breadth and depth of services
provided by the 622-member chamber have brought it many honors, including a four-star accreditation from the U.S. Chamber of Commerce, an honor it shares with only 13 other chambers in California. “We have to listen to the members even more during a slow economy and provide more opportunities for them,” Spears says. “We’re adding, updating and providing more than we ever have in the past, and our members see that value. They know we help business and help the community, and they want to be part of that.” - Joe Morris
Business | Economic Profile
Victor Valley ECONOMIC OVERVIEW Victor Valley has a lot going for it‚ a strategic location; market access via highways, air, rails and ports; lower operating costs than most of California; and one of the most affordable housing markets in the West.
Victorville Chamber of Commerce (760) 245-6506 www.vvchamber.com High Desert Hispanic Chamber of Commerce (760) 241-6661 www.hdhcc.org
TRANSPORTATION Apple Valley Airport (760) 247-2371 www.co.san-bernardino.ca.us www.sbcounty.gov/airports
Adelanto Chamber of Commerce (760) 246-5711 www.adelantochamber.com
Hesperia Airport (760) 947-0807 www.airnav.com/airport/l26
Apple Valley Chamber of Commerce (760) 242-2753 www.avchamber.org
Los Angeles International Airport (310) 646-5252 www.airport-la.com Ontario International Airport (909) 937-2700 www.lawa.org/ welcomeont.aspx Southern California Logistics Airport (760) 243-1900 www.logisticsairport.com Victor Valley Transit Authority (760) 948-3030 www.vvta.org
ECONOMIC RESOURCES Victor Valley Economic Development Authority (800) 747-5840 www.victorvalleyca.com
Victor Valley African American Chamber of Commerce (760) 881-3142 www.vvaacc.com
Hesperia Chamber of Commerce (760) 244-2135 www.hesperiacc.org
GOVERNMENT OFFICES City of Victorville 14343 Civic Drive Victorville, CA 92393 (760) 955-5000 www.ci.victorville.ca.us
City of Hesperia 9700 Seventh Ave. Hesperia, CA 92345 (760) 947-1000 www.cityofhesperia.us San Bernardino County (888) 818-8988 www.co.san-bernardino.ca.us
TAX STRUCTURE
.75% City Sales and Use Tax
1% County Sales Tax
7% State Sales Tax
8.75% Total Sales Tax
MORE ONLINE imagesvictorvalley.com More facts, stats and community information, including relocation tools and links to resources.
Town of Apple Valley 14955 Dale Evans Pkwy. Apple Valley, CA 92307 (760) 240-7000 www.applevalley.org City of Adelanto 11600 Air Expressway Adelanto, CA 92301 (760) 246-2300 www.ci.adelanto.ca.us
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Choice Medical Group’s Choice Medical Group continues to expand its services with your well being in mind and continues to focus on Women’s Health and our Senior Care Services. The Health & Wellness Center is located at 18522 Highway 18, Suite 206 in the Choice Plaza in Apple Valley. The Center is open Monday through Friday from 8 a.m.-5 p.m. The services offered at the Health & Wellness Center are in addition to our health education programs, which include our fitness class for seniors, healthy living seminars and more. For more information, call (760) 242-WELL.
Women’s Health Center
Senior Care Center
ABCs of Pregnancy • Women’s Health Services Preventive Screenings • Gardasil Injections Weight Management • Bone Density Scans Flu Shots • Nutritionist Consultations Diabetes Classes in English & Spanish Pap Smears • Supervised Weight Management
Preventive Screenings • Yearly Physicals After Hospitalization Care • Coumadin Clinic CHF Clinic • Flu Shots • “Nurse is in Program” Fall Preventive Screenings & Management Weekly Diabetes Classes in English & Spanish Bone Density Scans
For more information and to schedule your appointment, call:
(760) 242-WELL
Be proactive in your health care!
www.ChoiceMG.com
The services of the Health & Wellness Center are available to all residents of the High Desert communities. We also accept cash, PPO, POS and Medicare. Choice Medical Group serves the following communities: Apple Valley, Adelanto, Barstow, Hesperia, Lucerne Valley, Oak Hills, Phelan, Pinion Hills, Victorville and the surrounding areas.
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Health & Wellness
Well, Well, Well Victor Valley’s three hospitals provide quality health care to a growing population
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esert Valley Hospital has only been around since 1994 and already is undergoing a major expansion project. The reason? To better serve a High Desert population that continues to steadily grow. The Victorville medical facility is currently in the midst of a $35 million upgrade that will ultimately add 65 beds – 12 of them for intensive care – to DVH by fall 2010. This will bring the hospital’s overall bed count to 148. The expansion will also include the addition of two catheterization labs, two operating suites, an open heart surgery suite, a cardiac nuclear camera and a new digital radiology system. Several educational and conference rooms will also be added, along with a chapel. Lex Reddy, president of Desert Valley Hospital, says the construction project is much needed and comes as welcome news to the overall local economy. “The hospital expansion is creating nearly 500 local jobs for the people of San Bernardino County,” he says. “In addition, $2 million of the construction cost has been awarded to High Desert contractors and $5.2 million to San Bernardino County contractors.” The project comes on the heels of several accolades that DVH has garnered in recent years. Since 2004, the medical center has been ranked four times as one of the top 100 small community hospitals in the nation, and it consistently receives high scores from the Joint Commission. Also, the American Osteopathic Association recently gave DVH the highest marks of any hospital in California for quality patient care, with a 99.4 percent score of achievable standards. “We also contribute to, or support, almost every charitable community event in the High Desert,” said Jana Bullock, director of marketing at Desert Valley Hospital. The Victor Valley region is also lucky to have two other high-quality medical centers that serve tens of
thousands of patients each year. St. Mary Medical Center has been providing care for people in Apple Valley, Adelanto, Hesperia and Victorville for more than 50 years. Its services include pediatric care, openheart surgery, midwifery, diabetes education and a robotic surgery program, and the staff at St. Mary is made up of 150 High Desert doctors. Meanwhile, Victor Valley
Community Hospital was founded in 1967 and today is a 115-bed, nonprofit medical facility that prides itself on cost-effective health care. It most recently opened a Women’s Health Center that provides one-stop diagnostic imaging, complete with the latest in examination equipment from top manufacturers such as Delphi, Instrumentarium and Toshiba. VVCH officials say the primary goal at the Women’s Health Center is to help patients feel more at ease during examinations, which in the past might have been stressful and uncomfortable. Today, all mammograms, bone density scans and ultrasound services are well addressed in a sensitive manner. – Kevin Litwin
What’s Online For more insight on Victor Valley’s health and wellness offerings, head to the health care section at imagesvictorvalley.com.
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Arts & Culture
It’s Curtains ... and Then Some Theater Patrons and Students Benefit From Arts Center Expansion
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ictor Valley College’s Performing Arts Center has been a focal point of the campus since it opened, and a multimillion-dollar renovation and upgrade have only enhanced its offerings. In 2006, construction began on approximately 28,000 square feet of additional space for the center. The idea was to create a scene shop, experimental theater, instructional areas, rehearsal studio and lighting shop, as well as labs for design, costumes and makeup, all wrapped around the existing theater space. At the same time, the 493-seat theater itself would receive improved seating, lighting and acoustics. The $12.9 million project, unveiled in early 2008, was designed to give the theater and related performing-arts departments some quality space. The teaching rooms are outfitted with acoustical design elements and also have the latest audiovisual equipment. In addition to the seating and lights, the theater itself also received technology upgrades that allow for educational and staff instruction there. The college has long sought to become a performing-arts destination for the High Desert, so this project was designed to make a good thing even better, says Ginger Ontiveros, executive director of the Victor Valley College Foundation. “It was more of an expansion than a renovation, a wraparound so that they could teach theater and speech and other programs, have a space to do performance art, and get theater classrooms attached to the actual theater instead of having those students all over the place,” Ontiveros says. “They didn’t have a place to rehearse 36
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except on the actual stage, and now they have a rehearsal room that’s the same size so that they can block shows there.” The addition of the black-box experimental space, which can hold up to 120 people, also opens up whole new opportunities for classes and programming, and is bringing more people onto campus to experience the facility’s offerings. “It’s a more intimate, flexible environment, and they can even do theater-in-the-round there,” she says. “Having that nontraditional stage, not to mention a makeup studio and everything else, is so much more
conducive to having a full-scale performance facility. It was very nice before, just not this well equipped.” And that, she says, means that the center can play a bigger role in raising the college’s profile in the surrounding community and region. “We really like for people to be exposed to the college in many different ways,” Ontiveros says. “This significantly increases the number and scope of performances that can be housed here, and anything that brings more people to the campus in general and helps us to tell the story of the college is a good thing.” – Joe Morris
“This significantly increases the number and scope of performances that can be housed here.”
Sports & Recreation
For Those Who Like To Rock Victor Valley Abounds With Outlets for Off-Road Recreation Enthusiasts
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or those who like to rock, especially those who like to drive on rock, check out the Victor Valley 4 Wheelers club. The High Desert serves as the rough, tough setting for club members who own off-road vehicles ranging from Suzuki Sidekicks to military Humvees. Most of the machines are SUVs and trucks such as Jeeps, Land Cruisers and Scouts, but the approximately 50-member club welcomes any make or model as long as it’s a four-wheel-drive vehicle. “We drive on local moderate trails all the way up to hardcore extreme trails, and our club has actually built most of the trails in the High Desert area,” says Mike Wickham, director of Victor Valley 4 Wheelers based in Victorville. “In fact, the meanest trails in the world are located in Johnson Valley, and we’re the club that built those. Anyone who knows fourwheeling knows about the famed Hammer trails in Johnson Valley.”
The High Desert is known for its spectacularly scenic yet tough terrain that includes dry lakebeds, sand dunes and plenty of rock. “Some of our club members really attack those rocks with everything they’ve got,” Wickham says. “Meanwhile, other club members like to ride the more peaceful trails. It’s all here to enjoy.” The High Desert is a utopia for people who enjoy four-wheeling, riding dirt bikes and even land sailing, thanks to five open areas that were set aside specifically for off-roaders in the California Desert Conservation Areas Plan of 1980. Johnson Valley’s 188,000 acres remain the largest open area in the United States for four-wheelers, drawing 2 million drivers each year. “On a normal weekend, you might ride for 100 miles without seeing another vehicle in the desert,” Wickham says. “How sweet is that?” He adds that the Victor Valley 4 Wheelers has been around since 1967
and meets the first Tuesday of every month at 7:30 p.m. at Sterling Inn, located at Francesca and Ridgecrest roads in Victorville. “We organize events throughout the year, with our biggest being an annual Fun in the Desert run on the last weekend of September,” he says. “The 2010 gathering will be our 19th, and we attract hundreds of riders from throughout the region. Seeing all those four-wheelers attacking 15 trails is a wild sight.” Wickham says the club supports the local community and donates many hours to an Adopt-a-Trail program and other trail maintenance projects. It also works with the U.S. Forest Service to promote responsible use of public lands. – Kevin Litwin
What’s Online Video of motocross action at Sycamore Rocks in the High Desert.
Members of the Victor Valley 4-Wheelers Club make their way up the side of a mountain while off-roading at Silverwood Lake State Recreation Area near Hesperia. photos by jeff Adkins
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Education
Laying a New Foundation Azusa Pacific’s New Facility Brings More Opportunity to Higher Education Scene
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etting a college degree or specialized training in the Victor Valley has become even more convenient thanks to a major expansion at Azusa Pacific University. The college is stepping up its local presence significantly with the opening of a new, multipurpose facility in February 2010. The facility will complement APU’s offerings at High Desert Regional Center, along with the higher education opportunities at nearby Victor Valley College. Most exciting is that the additional space will allow the college to offer entirely new fields of study, as well. Up to now, APU has offered undergraduate and master’s degree courses and credential programs, the main mission being to credential teachers, says Don Rucker, director. “We have trained about 200 teachers a year for 12 years and have always offered high quality, inexpensive programs for undergraduates,” Rucker says. “We do a really good job with training teachers and are known for that within the state system.” Since announcing its plans to expand the college with the new, 37,000-squarefoot facility, APU has been fielding multiple offers from different organizations to partner to provide new training and more, giving it plenty of options to choose from as it establishes
More Insight
its new curriculum, Rucker says. “We have been in conversation with other educators in the High Desert to bring in programs that would address specific needs for science and math teachers, and we are also looking at remedial education offerings, a nursing program and many other things,” Rucker says. “Our mission is to meet the academic needs of the High Desert, and so we want to do that in the best way we possibly can.” In addition to its scholastic offerings, the building itself will house the office of a fine-arts chairperson
Azusa Pacific University
Mission Statement Azusa Pacific University is an evangelical Christian community of disciples and scholars who seek to advance the work of God in the world through academic excellence in liberal arts and professional programs of higher education that encourage students to develop a Christian perspective of truth and life.
who will coordinate community events and related outreach programs. The facility will accommodate about 2,000 students, so as the college boosts its enrollment it wants to be very sure about what direction it takes with new programs, Rucker says. “We’re preparing a building that can take five to 10 times the capacity we have now, and we see tremendous need here for many types of training,” he says. “People here are looking for work and for training, and the community has been in discussions with us as we move forward. It’s an exciting time for us because we have some extremes here when it comes to education, and we think there’s the potential for us to fill a need regardless of what kinds of opportunities we bring to the new facility. We’re looking forward to making a contribution to the community that will enrich all the people, that will give them options that they don’t have right now.” – Joe Morris
Address 15283 Pahule Ave., Victorville, CA General information (877) 247-3462 Website www.apu.edu Total enrollment 8,548 Source: National Center for Education Statistics
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Community Profile
Victor Valley SNAPSHOT Victor Valley is composed of the cities of Victorville, Hesperia, Adelanto and the town of Apple Valley in San Bernardino County. It is the largest metropolitan area between San Bernardino and Las Vegas.
EDUCATION Victor Valley offers a wide variety of excellent public, private and higher education options. For a list of schools and other information, visit imagesvictorvalley.com.
CLIMATE
31 F
ARTS AND CULTURE
January Low
60 F January High Temperature
Victorville Entertainment Guide www.vvchamber.com
61 F
Adelanto Video Tour www.ci.adelanto.ca.us
July Low Temperature
99 F July High Temperature
HEALTH CARE The Victor Valley is served by three hospitals and a variety of specialty clinics and general practitioners. For a breakdown of medical services, visit imagesvictorvalley.com.
LOCAL UTILITIES Charter Communications (888) 438-2427 Southern California Edison (800) 655-4555 Southwest Gas Corp. (877) 860-6020
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Apple Valley Parks & Recreation Department (760) 240-7880 www.applevalley.org/index. aspx?page=154
Desert Communities United Way 16192 Siskiyou Rd., No. 4 Apple Valley, CA 92307 (760) 242-5370 www.dcuw.org
Victorville Area Attractions (760) 245-6506 www.vvchamber.com/visitors
High Desert Habitat for Humanity P.O. Box 236 Apple Valley, CA 92307 (760) 241-3733 www.habitat.org
MORE ONLINE
Victorville Water District (760) 245-6424
More facts, stats and community information, including relocation tools and links to resources.
Victorville Parks & Recreation (760) 245-5551 www.victorvillesports.com
Hesperia Recreation & Parks (760) 244-1019 www.hesperiaparks.com
imagesvictorvalley.com
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San Bernardino County Regional Parks Department (877) 38-PARKS www.co.san-bernardino.ca.us/ Parks
VOLUNTEER OPPORTUNITIES
Verizon (800) 837-4966
Victorville Municipal Utility Service (760) 243-6340
RECREATION ACTIVITIES
REAL ESTATE
$122,000 Average Home Price
21.51% Home Turnover Percentage
MITSUBISHI CEMENT CORPORATION
Our Family Caring for Your Family Wherever 2010 takes you … let us be your health care provider 5808 State Hwy. Lucerne VaLLey ca 92356 (760) 248-7373
Proud to Be Part of The High Desert Community
www.mitsubishicement.com
Appointments (760) 381-7700 General Information (760) 241-6666 • 21 primary care providers
visit our
• On-site x-ray services in Victorville
advertisers Carpet Club Inc. www.carpetclubinc.com
Mitsubishi Cement Corporation www.mitsubishicement.com
• Physical therapy services
Choice Medical Group www.choicemg.com
Shear Realty www.shearrealty.com
• Proudly affiliated with St. Mary Medical Center
Cooley Construction Inc. www.cooleyconstruction.net
St. Mary Medical Center www.stmaryapplevalley.com
Desert Valley Hospital www.dvmc.com
Victor Elementary School District www.vesd.net
Heritage Victor Valley Medical Group www.hvvmg.com High Desert Primary Care www.hdpcmg.com Hilton Garden Inn www.victorville.hgi.com
• On-site lab services available • Web-based access through “Connect to Us”
Hesperia Medical Office URGENT CARE 17905 Main St. Hesperia, CA 92345 Apple Valley Medical Office 19333 Bear Valley Rd. Ste. 101-102 Apple Valley, CA 92307 Victorville Medical Office URGENT CARE 12550 Hesperia Rd. #100 Victorville, CA 92395
www.hdpcmg.com
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