APRIL 2013
CELEBRATE ESTERO
| BUZZ
|
CALENDAR OF EVENTS
MIRACLE HOMECOMING:
DOUG MIENTKIEWICZ
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APRIL 2013
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HAPPY APRIL, ESTERO! The first full month of spring is upon us. The ‘boys of summer’ have broken camp and are headed to their home stadiums for the baseball season. The grueling March Madness has ended and the Spring Breakers are back at school, leaving the rest of us to enjoy our ‘paradise’. April is one of those transitional months when we can catch our breath and plan for the numerous upcoming events! Consider participating in the 10th Annual Celebrate Estero at Miromar Outlets on Saturday, April 6. Estero Lifestyle Magazine is this year’s title sponsor! Read all about this community favorite in this month’s issue. You may want to join the annual Estero Relay for Life on April 19 and 20 to support cancer research, to honor those who have lost their battle and to encourage our local cancer survivors. Find all the details in this issue. One of the highlights this spring will be the Grand Reopening Festival at the Conservancy of Southwest Florida on April 20 and 21. Read about the many activities for all ages at this jammed-packed weekend celebration. In this issue we introduce you to a local business– Estero Foot Solutions. Find out how owner Chris Cole can help us maintain healthy feet. After all, good health starts from the bottom up! We have a new worship alternative in the area. Destination Church has a unique concept you will find interesting and perhaps appealing. Imagine a church with comfortable seats! Read the details for yourself. Did you know that Hollywood has come to SW Florida for the last four years? Glitz and glamour, red carpet
APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
and paparazzi! Read a heartfelt story about how the student athletes at FGCU work together on Spring Bling, a Hollywood bash for children with life-threatening illnesses. For our restaurant feature, we traveled a few miles north into Fort Myers to experience the Sunshine Grille. You will want to add this fine dining experience to your list of favorites. A Florida atmosphere at its finest! The new field manager for the Fort Myers Miracle, Doug Mientkiewicz, is featured in our cover story. His life has come full circle. Read about what “coming home” means to both Doug and the Twins/Miracle organization. Be on the lookout for
Estero Community Night at the ball park this summer! For those seasonal residents who must leave us, we bid you a safe journey to your final destination. We wish you a relaxing summer, good health and we look forward to welcoming you back next fall/winter. Check out our new website at www.esterolifestylemag.com where you will find additional stories and content. Feel free to share your comments and suggestions through the website. As always…Enjoy the Lifestyle!
Gary
AD
Lifestyle
Estero PUBLISHER Gary
Israel
EDITOR IN CHIEF Michael
Koretzky
ASSOCIATE EDITOR Danielle
CREATIVE DIRECTOR Melanie
Tarrant
Geronemus Smit
ART DIRECTOR Alexander
Hernandez
MARKETING MANAGER Megan
Sadaka
WRITERS BUSINESS STYLE EDITOR Brandon SENIOR WRITERS
Ballenger
Ryan Cortes, Laura Gates Cummings
COPYEDITOR Emily
Mitchell-Cetti
Kevin Lane, Bruce Turkel PHOTOGRAPHERS
Laura Gates Downtown Photo/Fort Lauderdale, Dreamfocus Photography
ADVERTISING SALES Gary Israel Jill Horowitz Rona Levenson Sally Nicholas Beth Tache
LIFESTYLE PUBLICATIONS, LLC
CHAIRMAN Gary PRESIDENT Jim
Press
Norton
3511 W. Commercial Blvd., Fort Lauderdale, Florida 33309 954.377.9470 | fax 954.377.9418 www.lifestylemagazinegroup.com Š2013 Estero Lifestyle is published by Lifestyle Publications, LLC, all rights reserved. Estero Lifestyle is a monthly advertising magazine. All contents are protected by copyright and may not be reproduced without written consent from the publisher. The advertiser is solely responsible for ad content and holds publisher harmless from any error.
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APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
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contents APRIL 2013
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12 BUZZ STYLE 14 Travel Style: Up Close and Personal Safari COVER STORY 18 Miracle Homecoming: Doug Mientkiewicz
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FEATURE STORY 22 Destination Church HAPPENINGS 28 Celebrate Estero 30 Estero Relay for Life 32 Spring Bling BIZ STYLE 34 Chris Cole DINING REVIEW 36 Sunshine Grille 40 CALENDAR OF EVENTS
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SCENE ON SITE 42 Historical Society Tea-Luncheon 44 Race for the Cure 46 Shoes that Fit Luncheon 48 Food and Wine Fest 50 AND ANOTHER THING
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buzz
Conservancy of SW Florida Grand Reopening Weekend Festival 1450 Merrihue Drive, Naples (Just south of the zoo on Goodlette-Frank Road) Sat., April 20, and Sun., April 21, from 10 a.m.-4 p.m., Admission: $10 for adults; $5 for children (members free) The Conservancy of Southwest Florida is celebrating the completion of its two-year, $20 -million renovation and enhancement project – by inviting the public to experience the new nature center and explore the natural pleasures of the preserve. The Conservancy Nature Center is a celebration of all natural treasures in the region: water, land, and wildlife. The two-day Grand Reopening Festival, April 20-21, will be packed with opportunities for exploration, learning, and family fun. “There’s something going on just about every minute Saturday and Sunday,” says Barbara Wilson, the Conservancy’s marketing director. Events will be taking place simultaneously on the main stage, at Eaton Conservation Hall, in the Kid’s Corner, at the Ferguson Learning Lab, out in the Marsh Gazebo, and at the von Arx Wildlife Hospital. Children will enjoy puppet shows, eco-games, story time, live animal presentations, arts and crafts, and the touch tank. The whole family can get involved in a “Trashformation” art contest or a drum circle. Keynote speaker Sylvia Earle will share photos and stories from more than 60 underwater expeditions she has led worldwide for National Geographic. She is a prolific author and has conducted more than 7,000 hours of underwater research. Earle will be speaking in the Jeannie Marie Smith Theater
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at noon on Saturday. Conservancy members will be treated to a private presentation followed by a meet-and-greet later in the afternoon. Several other speakers will be conducing interactive programs throughout the event, including wildlife talks, science programs and ecology expositions. Bands will perform throughout the two-day festival, and guests will have opportunity to take in several film screenings. Vendors will provide plenty of dining and refreshment options, along with unique eco-friendly styles. Festival guests are asked to park at Colonial Square on Goodlette-Frank Road for complimentary trolley service to the festival entrance at Smith Preserve Way. For more information on the Grand Reopening and a schedule of events, visit www.conservancy.org/grandreopening or call the Grand Reopening Hotline at 239-430-2466.
LIFESTYLEMAGAZINEGROUP.COM | APRIL 2013
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The days of roughing it on a safari in Africa seem to be a thing of the past. From Kenya to Zambia, five-star safari camps are plentiful and amenities aren’t uncommon with thatched suites, wooden terraces, in-room plunge pools and even private helipads. However the reason to go on a safari shouldn’t be for the accommodations. As safari travel has become more and more popular, so has access to game. Sometime the experience can be marred by trucks filled with tourists all after the same experience of being up close and personal with the world’s most illusory animals. Lisa and her travel team at SitInMySeats, VIP Tickets, Travel & Concierge Services can help you avoid the pitfalls by customizing a private safari fit for your Majestic King of the Jungle! Cape Town, the Capital, is one of the most visually spectacular cities in the world. Known amongst locals as “Cape Town’s Little Black Dress,” it is the ideal place to begin and from which to explore the Peninsula - the trip to Cape Point to see where the mighty Atlantic & Indian Oceans meet at the very tip of Africa is a spectacular! The Cape Winelands offer wine and culinary opportunities and the city offers a diversity of cultural experiences like no other! You may find yourself staying in a standalone gazebo with a four-poster bed, window-side Victorian baths, your own staff, guide and butler! Or perhaps you prefer your own swing bridge that links to your tree house suite. A trip to Africa would be incomplete without riding an elephant in Botswana! “The African Elephant possesses a deep level of emotional intelligence, and spending time with them in their natural environment is one of those things that must be on your bucket list! The gateway to the Okavango Delta provides a balance between the water based and land based wildlife viewing in the Delta and also exposes guests to an array of wildlife. The game viewing here is unrivaled in some of the most pristine wildlife areas in Southern Africa. Then it’s off to Victoria Falls to view one of the seven great natural wonders of the world. Why not stay at the base from a hotel we call the colonial
gem in plain view of the falls and an ideal place from which to explore the falls or enjoy the multitude of adventure activities in the region. Lastly let the Lisa and her team at Sit In My Seats educate you on the importance of good behavior. Being close to lions, and rhinos and zebras, oh my, might be exhilarating, but make sure that excitement doesn’t get the best of you. Always observe the animals silently. A safari provides you with the opportunity to see them in their natural environment and doing their natural activities, says Lisa Crawford. Loud talking on game drives is a no no and may frighten the animals away. Of course never attempt to approach a wild animal on foot, especially near your lodge or campsite where the animals have become accustomed to humans! Remember we are visitors in their home! Now you’re ready to get up close and personal in Africa, one of the best and most popular destinations for adventure and luxury travel. The magic has already begun. Envision yourself in an open safari jeep surrounded by buffalo giraffe loping in silence across a yellow-flecked savanna, lions patrolling at sundown, hyenas nervous, laughing… darting in and out of the full moon shadows. Let our team lead you down a path that you have only walked in your dreams!! For more information on Africa or any other travel destination, please contact SitInMySeats VIP Tickets, Travel & Concierge Services at 954-456-0419/ 866-798-7328 or email Lisa Crawford at lisa@sitinmyseats.com. You can now customize your trip with Lisa in person at her new office located at 1263 E. Las Olas Blvd., Suite 204 in Downtown Ft. Lauderdale. LIFESTYLEMAGAZINEGROUP.COM | DECEMBER 2012
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DOUG MIENTKIEWICZ 18
APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
MIRACLE HOMECOMING:
DOUG MIENTKIEWICZ
TO MANAGE FT. MYERS MIRACLE WORLD SERIES WINNER & OLYMPIC MEDALIST COMES HOME BY LAURA CUMMINGS GATES
FOR DOUG MIENTKIEWICZ, COMING BACK TO SOUTHWEST FLORIDA AS FIELD MANAGER FOR THE MINNESOTA TWINS’ CLASS A AFFILIATE, THE FORT MYERS MIRACLE, IS IN MANY WAYS A HOMECOMING – BRINGING HIM FULL CIRCLE TO THE PLACE WHERE HIS PROFESSIONAL BASEBALL CAREER BEGAN. “It’s a gem to have him back,” says Andrew Seymour, General Manager of the Twins’ Fort Myers operations. Mientkiewicz joins Hitting Coach Jim Dwyer and Pitching Coach Ivan Arteaga. Dwyer is one of the many familiar faces, having been the Twins’ minor league rover back when Mientkiewicz first joined the organization after being drafted in 1995 following a sensational season with Florida State University. The Seminoles earned their first ACC Championship that year, and Mientkiewicz was named the ACC Atlantic I Regional MVP. He now starts his career as a manager wearing the same team uniform in which he began his professional baseball career. “I’ve always considered myself a Twin,” he said during a Jan. 9 press conference to introduce him as The Miracle’s new field manager. “I feel like I just blinked and 16 years went by, and I’m right back to where I was.” After his first season in the majors in 1999, Mientkiewicz joined the U.S. Olympic team for the 2000 Sydney Games, hitting the gamewinning home run against South Korea in the semifinals and helping American capture its first and only Olympic Gold medal in baseball. He considers his Olympic experience the No. 1 highlight of his professional baseball career. Another highlight was making the out that ended the Boston Red Sox’ 86-year “curse of the Bambino,” during the 2004 World Series. “Every kid dreams of winning the World Series,” says Mientkiewicz, one of just five American baseball players with both an Olympic gold medal and a World Series ring. He also earned the American League Gold Glove award as top defensive first baseman with the Twins in 2001. After nine years with the Twins organization, Mientkiewicz went to Boston in a four-team, multiple-player trade that landed him and Montreal Expos shortstop Orlando Cabrera on the historic Red Sox team. The transition went smoothly for Mientkiewicz, who
knew many Red Sox players from spring training in Fort Myers. “We were a traveling reality show before they had reality shows,” he says of the championship team that started the series down 3-0 to the
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Yankees before storming back for four straight wins. “It was pretty exciting. That team was a perfect train wreck.” Before being traded to Boston, Mientkiewicz had settled in Estero. Although he was awarded the starting first base job for the Twins in 2001, his permanent residence was in Pelican Sound. “We were in Estero when the only thing they had was Pelican Sound, and they just got Bahama Breeze, so a lot has changed since then,” recalls Mientkiewicz. “You could get from Estero, up 41, all the way to the stadium in about five minutes.” Born in Toledo, Ohio, and raised in Miami, Mientkiewicz considers himself a Florida boy, having played for Westminster Christian School in Palmetto Bay, a baseball mecca that also produced World Series winner Alex Rodriguez. Mientkiewicz’s broad-reaching background is a huge draw to The Miracle, Seymour says. He has connections with fans in Miami and Ohio, as well as fans of FSU, the Twins, the Red Sox and the five other professional teams he played for: the New York Mets, Kansas City Royals, New York Yankees, Pittsburgh Pirates and Los Angeles Dodgers. “He has tremendous reach,” Seymour notes, adding, “He’s a hustler. He’s a real get-dirty, get-after-it kind of guy. He’s a leader in the clubhouse and a character guy.” Mientkiewicz made his coaching debut last season as hitting coach with the Ogden Raptors, a Los Angeles Dodgers affiliate in Ogden, Utah. He was eager to head back “home” to Fort Myers to take the top job for The Miracle, replacing former Miracle manager Jake Maurer, who has moved to the Twins’ newest Class A affiliate, the Cedar Rapids Kernels. The Miracle’s season kicks off April 4 with a home opener against the Bradenton Marauders. Mientkiewicz says his goal as manager is to develop players both on and off the field. “The best part of coaching is when you see a player grow, and that has nothing
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to do with his athletic ability,” Mientkiewicz says. “You start to see a maturity and see them take it a little more serious every time they step onto the field. This is their career. It’s part of becoming a man.” Players have to want success bad enough to work for it, he says. That was a lesson he learned early from his all-time favorite coach, his dad, Len Mientkiewicz. “My dad used say, ‘100 swings a day or you’re cheating yourself,’” Doug recalled. “That’s the way it was since I was five years old. He was and always will be my No. 1 manager. He taught me the basics and taught me how to work.” Now it’s Mientkiewicz’s turn to pass that work ethic onto his son, Steel. At age 7, Steel is already a huge sports fan and loves hanging around the field and in the clubhouse with the players. “He’s looking forward to getting thrown in the garbage can by my guys,” Mientkiewicz jokes. Seymour made sure Steel had plenty of Miracle baseball caps, properly outfitting him to cheer for his dad’s new team. He and Mientkiewicz’s wife, Jodi, will drive up from the family’s home in Islamorada for visits throughout the season. Coaching in the minor leagues is a challenging job, as the top priority is developing players, Mientkiewicz said. “Being a minor league manager is tough because if you’re players do really well, they move on,” he says. “As a fan, you want to watch you’re team win – and at the Twins organization, we feel winning is a big step to becoming a major league player – but I’m not going to put it ahead of somebody’s health or developing somebody else. It’s definitely challenging as a manager.” Many players already know Mientkiewicz and are excited to learn from him, Seymour says. “On field and off, we’ve got a great deal of talent ready to entertain and dazzle the people of Southwest Florida,” Seymour adds. “Needless to say, we are all tremendously excited for another exciting season of Miracle Baseball.” The Miracle’s regular season runs from April 1 to Sept. 1. For a complete schedule and player roster, visit www.miraclebaseball.com.
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A Definitely Different Destination BY LAURA CUMMINGS GATES
This Sunday, you might want to take a trip to DC. Not the seat of U.S. government, the other DC: Destination Church. It’s a new worship alternative in Estero, veering sharply from the stereotypical image of church. From the name to the location – inside Regal Gulf Coast Cinema – nothing about this church is traditional, apart from some core biblical beliefs. Dress is casual and worship lively, as Destination Church reaches out to those turned off by liturgy. The opening series focused on strengthening marriage rather than Lenten
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Sundays » Regal Gulf Coast Stadium 16 & IMAX at Gulf Coast Town Center » 10 AM » www.DCestero.com
is that Jesus is the ultimate destination. It is interesting that when it comes to faith, the “destination” is actually the starting point to the real journey we were meant for – a life with Christ.
WHAT SETS DC APART FROM OTHER CHURCHES IN THE ESTERO AREA? We all recognize we are on the same team, but we are called to speak in different ways. People who are willing to listen to what Destination Church has to say, may not be willing to hear what another church might say, and vise-versa. The reality is there are over 100,000 people within a 15-minute radius of our church, and yet there are only enough seats on any given Sunday for less than 10 percent of these people. In truth, we could use another handful of churches in this area.
IS DC PART OF ANY DENOMINATION OR NETWORK OF CHURCHES? We are part the New Wave Network. We have launched five churches along the I-75 corridor of Southwest Florida. We have positioned ourselves as an interdenominational church which says regardless of your religious background, or the lack of a religious background, we want you to join us and be part of what we are doing. themes. To draw interest from those on the verge of making a marital commitment, the church advertised free movie tickets to students from Florida Gulf Coast University and elsewhere, who attended the grand opening service March 3. We asked Pastor John Wilcox why he decided to start Destination Church and how its style of worship fits into the overall landscape of spirituality in Estero.
WHY DID YOU OPEN A CHURCH IN A MOVIE THEATRE? It is a place everyone has been before. People who may not be so quick to go to a traditional setting might feel more natural going into a theater. It also provides an environment where people can kind of lose themselves in the experience. It was a “ready made” environment which allows for dynamic music and worship, great acoustics and great aesthetics.
HOW DID YOU COME UP WITH THE NAME? We wanted a name that would appeal to both church and unchurched people. What ‘Destination Church’ says
WHY DO YOU FEEL SO MANY PEOPLE ARE TURNED OFF BY TRADITIONAL CHURCH? Traditional church has an audience but has never sensed the need to change as culture has changed. At DC, we try to speak the language of the culture, without losing the essence of the message. The surprise is we have crafted a very modern experience with a very traditional gospel message.
WHAT IS THE VISION OF DESTINATION CHURCH? At Destination Church, we do life with purpose and faith with relevance. We want to show how the message of Jesus is relevant to our culture, strengthens families and communities, encourages giving and service, is for everyone – and our individual grace stories must be communicated. It gives life and defines purpose. Society views the church as hypocritical and self-righteous. In reality, the church should put on full display who we really are: broken people in need of a God who continues to love and fix broken things. LIFESTYLEMAGAZINEGROUP.COM | APRIL 2013
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happenings
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APRIL » Miromar Outlets » 11AM-2PM
Celebrate Estero BY LAURA CUMMINGS GATES
The Estero Chamber of Commerce is preparing for its 10th annual Celebrate Estero at Miromar Outlets on April 6. It’s become a tasty annual tradition for our community, with a chili and rib cook-off, as well as many vendor booths. This year, Estero Lifestyle Magazine has joined the party as title sponsor. “The vision of Estero Lifestyle Magazine is to bring back to the community the people, places and events that contribute to the Estero lifestyle,”
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says Publisher Gary Israel. “What better way than to sponsor an event that celebrates all that’s good and positive in our community.” The Estero Fire Rescue District (EFR) is again challenging teams from other fire districts, as well as community organizations, to a Chili and Rib Cook-off. Estero firefighters will face their longtime rival, the Southern Boys from San Carlos Park, as well as other competitors. Last year, Estero brought home the trophy for Best Overall Ribs, while the Southern Boys took the trophy for Best Overall Chili. “We are really looking for community groups and organizations to come out and challenge the firefighters this year,” says EFR Public Relations Manager Susan Lindenmuth. “It’s time to see who truly has the best chili recipes and who has created the best rub for ribs. It’s all about the bragging rights.” Celebrate Estero differs from most festivals because it’s about the local residents and businesses – not seasonal tourists, says Debi Montenieri, president of the Estero Chamber of Commerce.
County and state agencies, including the Lee County Sheriff’s Department, will be greeting the public and displaying equipment. Family entertainment includes stilt walker and balloon artist Way Too Tall Torrie, a hit at her Celebrate Estero debut last year. The Estero High School Jazz Band will be playing throughout the event, and the Cool Cruisers of Southwest Florida will join the celebration this year with a cruise-in of classic cars. For the first time, the Chamber will be awarding $2,500 scholarships to two Estero students heading to Florida Gulf Coast University. The scholarships were made possible through the Meg Judge Memorial Golf Tournament, named in honor of the Chamber’s founder who died in 2011. Judge dreamt up the idea of Celebrate Estero more than a decade ago, working closely with Shelley StarnerPritt, assistant general manager for Miromar Outlets, to create an event which would not only celebrate Estero businesses but also the government agencies which serve and protect Estero residents. Chamber directors are keeping the tradition alive, making changes and additions to enhance the annual celebration. This year, the date was changed from midFebruary to early April, so as not to compete with other events happening in season. This year’s crowd should be the largest yet, Montenieri adds. Much has changed in Estero since the first Celebrate event in 2004. Miromar Outlets was fairly new then, having doubled in size since those early days. The overall population of Estero also has doubled. Back then, The Villages at Country Creek was the only sizable residential development along Corkscrew Road. “Estero was a cow patch,” Montenieri says. The community has since become a destination for shopping and entertainment, as well as home to more than 32,000 full-time and 19,000 seasonal residents. “Estero is young in comparison to most other communities, and it has the advantage of being planned and developed in an intelligent way,” Montenieri says. The Chamber has been part of that careful planning, often lobbying government officials on issues affecting Estero’s quality of life. While the approach was needful, the Chamber also has evolved. The current leadership is sharing duties and providing more opportunities for business representatives to network, learn and support each other, Montenieri says. The Chamber is adding five or six new members each month, she adds. “It really is becoming a new and vibrant chamber.” Montenieri invites community members to come out to Miromar Outlets April 6 to sample some great chili and ribs, enjoy the entertainment and learn more about the businesses and agencies which serve Estero. “This is a great opportunity for the businesses to showcase themselves,” she says. “The community comes out, and everyone has a good time.” LIFESTYLEMAGAZINEGROUP.COM | APRIL 2013
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19 APRIL
» Estero Community Park » 6 PM » www.relayforlife.org 30
APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
Estero Relay for Life BY LAURA CUMMINGS GATES
About 35 teams are hoping to raise more than $35,000 for the American Cancer Society during the Estero Relay for Life, which starts the evening of April 19 and runs through the night. Team members will be taking shifts walking the track at Estero Community Park for 18 hours straight. The length of the event, including times of light and darkness, is intended to symbolize a cancer patient’s journey through treatments and recovery. After teams walk through the night, they will be leaving exhausted and weak, just like someone enduring cancer treatment. However, the dawn of the new day reminds them there is hope for a cure. The event kicks off with a Survivor’s Lap and includes a breathtaking luminary display on the hill throughout the night. Each luminary bears the name of a loved one lost to cancer or a survivor currently battling the disease. “We’ve all been touched by cancer, and it’s nice to see the community get behind this and want to make a difference,” said Audra Holowesko, community representative for the American Cancer Society. “You really are helping people in your community who are going through cancer and their caregivers.”
Not only does the money go toward cancer research, much of it stays in Southwest Florida to directly benefit cancer patients. The local ACS chapter runs its own wig center for those who have lost their hair through treatments, Holowesko added. This year, Michael Jackson of Keller Williams Realty has taken the helm as chairman of the event. “My father is a two-time cancer survivor, and I lost a very close friend last year at the age of 30,” Jackson explained. He was mentored by last year’s chair, Judi Gietzen, having previously been Activities and Entertainment chair. The 18-hour relay will include plenty of opportunities for community involvement and support, from cheering on walkers to entering raffles or enjoying bands on stage, Jackson added. Holowesko said she is encouraged to see the Estero event gaining community support each year. “We have a lot of new teams that haven’t participated before, which is exciting because it’s showing the event is growing,” Holowesko said. “It’s awesome to see veteran teams mentoring those new teams. We’re gearing up and getting really excited.” LIFESTYLEMAGAZINEGROUP.COM | APRIL 2013
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happenings
20 APRIL
» Children’s Hospital Atrium at Health Park
Spring Bling: SWFL Child Patients Walk the Red Carpet For one night each spring, seriously ill Southwest Florida children are transformed into superstars. They walk the red carpet and pose for paparazzi as camera bulbs flash and adoring fans ask for autographs. Roles are reversed as Florida Gulf Coast University student athletes cheer for the pint-sized MVPs during Spring Bling, a unique community collaboration designed to honor children as they courageously battle through hospitalizations and treatments. “It’s a red-carpet event for those children with life-threatening illnesses, who truly are MVPs in Southwest Florida,” says founder Jennifer Gabou, the women’s tennis coach at FGCU. “The student athletes do a great job with their enthusiasm and treating those young kids with the respect they deserve and as heroes who really are fighting for their lives.” Now in its fourth year, Spring Bling is a night of dinner, dancing, games and giveaways for child patients and their families. The gala has grown each year through a partnership between FGCU Athletics, the United Way, The Children’s Hospital of Southwest Florida, and For the Kids Foundation. “It really has become an awesome collaborative effort,” Gabou says. “We have no budget. It’s really an event of the heart.” Carrabba’s caters dinner, and chocolatier Norman Love brings dessert. This year’s event is scheduled for April 20 and takes place in the beautiful Children’s Hospital atrium at Health Park. “We take over the atrium and totally transform it,” says Stacie Kmetz, a child life specialist with Lee Memorial. “They get to come to the hospital to
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experience something fun instead of some kind of medical procedure. Having a party like this helps them to normalize.” Invitations have been sent to the young honorees, who will arrive in their fanciest ensembles. A station for further “glamming” will be set up near the entrance, where attendees may find accessories like makeup, party hats, and glow sticks. When they’re ready, these tiny superstars strut down the red carpet, which is lined with about 90 student athletes, all begging for a scrawled autograph on their T-shirt. The Downtown Diva conducts live interviews from the runway. “There’s a myriad of emotions you see as they walk the red carpet,” Gabou says. “I’ve been brought to tears many times.” Nearly everyone involved in planning the event gets teary-eyed, Kmetz says. She got involved after Gabou had contacted Kim Berghs at the United Way Volunteer Center, looking for volunteer opportunities for her FGCU women’s tennis team. “Jennifer is all about the teamwork and seeing where a new idea might fit in place,” Berghs says. “It’s just been an amazing growth of a tiny operation which has made an impact on the families and the children. It’s something every spring the children can look forward to.” The event is all about making kids smile, the partner agencies say. “There’s no other event like this in any Division 1 institution,” Gabou says. “I’m very proud of our student athletes who are so willing and excited to do it. They are awesome ambassadors that night. Everyone is just there for the children.”
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Foot Solutions of Estero 21301 S. Tamiami Trail, Estero www.footsolutions.com/store/estero
Meet Chris Cole, Certified Pedorthist
BY LAURA CUMMINGS GATES
Chris Cole opened the Estero Foot Solutions store 5 1/2 years ago in the Publix plaza at Corkscrew Road and U.S. 41. He’s always enjoyed an active lifestyle and wanted to help others get or stay active. As a licensed, board-certified pedorthist – a specialist in the use of footwear and supportive devices – Cole works with a variety of people, from athletes to diabetics. He loves when customers express their gratitude with a hug or share their positive experience on the Foot Solutions website. “Many of our customers say they feel much better and are able to be more active because we helped alleviate their pain,” Cole says. “It’s such a great feeling to know that we were able to do our little part to help them live a more enjoyable life.” WHO IS YOUR TYPICAL CUSTOMER? Our typical customer is anyone who wants to enjoy comfortable, pain-free feet! It ranges from those who are experiencing severe foot problems, joint pain, or back pain, to avid walkers and runners who want to enjoy more comfort and improved performance. HOW IS FOOT SOLUTIONS DIFFERENT FROM OTHER SHOE STORES? We are the only store of our kind in the area
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APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
with a Licensed Board Certified Pedorthist on staff. We offer all of our clients pedorthic evaluations, which include gait assessments, precise measurement of the feet, and 3D foot scans. However, what really makes us stand out is that we sit down and spend quality, one-on-one time with each customer, listening and understanding their needs and wishes. We want to form lasting relationships. WHAT DO YOU WISH EVERYONE KNEW ABOUT ESTERO FOOT SOLUTIONS? We have comfortable footwear that is both stylish and affordable. In fact, in most cases we save our clients money! WHAT ARE THE MOST COMMON FOOT PROBLEMS YOU SEE, AND HOW CAN YOU HELP? Plantar fasciitis (heel pain) is probably the most common. Other common problems we see include bunions, heel spurs, Achilles tendonitis, arch pain, and calluses. We help by first educating our clients on how their foot functions, specifically related to their environment and footwear. We also provide education about their condition. We help each client find the best products for their particular situation and unique foot type. Along with arch support and proper footwear, we also recommend rest, ice, and proper stretching. All are critical to recovery and prevention. HOW DO YOU HELP SERIOUS ATHLETES? It begins with our detailed evaluation, which helps us understand the athlete and his or her unique needs. Runners, for example, are offered the option of a treadmill running assessment, in which we evaluate their running form, so we can recommend the best shoes or inserts. Custom orthotics are one of the most effective devices we use to enhance foot mechanics. They are used for better performance, injury prevention and relief of particular issues. We also offer recovery sandals, which are great for post-workouts. WHAT CHARITABLE ORGANIZATIONS DOES FOOT SOLUTIONS ESTERO SUPPORT, AND WHY? Our passion is helping people. There are some great organizations that are a good fit with our business, so we love to support these worthy causes: • Soles4Souls – large distribution of footwear to those in need both nationally and internationally. • Shoes for the Cure – localized distribution of footwear and recycling of worn-out footwear. • Local state parks – We love the outdoors and supporting the preservation of nature. We host an annual 5K at Koreshan State Park called “Footloose & Fancy Free” and participate as an in-kind sponsor in the Lover’s Key run each year. • Bonita Springs Rotary Club – changing people’s lives locally, nationally and internationally. We also sponsor or provide free foot scans for many area runs, golf tournaments and other events which are affiliated with a number of charitable organizations such as the Humane Society, Make a Wish Foundation, Lee Memorial Foundation, The Passion Foundation, Harry Chapin Food Banks and Susan G. Komen.
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SUNSHINE GRILLE Let the sun shine in
BY LAURA CUMMINGS GATES
Sandy Stilwell started washing dishes in her uncle’s restaurant when she was 12 years old and quickly determined one thing: She would never be in the restaurant business. While it took her a couple decades to reconsider, Stilwell now runs seven local restaurants with plans to build an eighth near the Sanibel Causeway. Together, her restaurants served more than 1 million people last year. “What was my greatest fear has turned into my greatest passion,” says Stilwell, a Fort Myers native who built a career in the hotel industry before venturing into restaurants with the opening of Keylime Bistro at her Captiva Island Inn 13 years ago. We set out to try her lone Fort Myers location, the Sunshine Grille, which moved to a corner lot on Gladiolus Drive in November 2011, doubling its size and offering an updated look and menu. Chef Roger Chastain, who studied at Johnson and Wales and the Culinary Institute of America and has worked for several elite dining establishments, took over the kitchen at Sunshine Grille last summer. He’s often seen greeting guests to ensure they are thoroughly satisfied with his creative cuisine. Known for its Wood Fired Steaks and Seafood, Sunshine Grille is winner of the 2012 Wine Spectator Award and features live music every night of the week. “We consider ourselves a very great date spot,” says Stilwell, noting the restaurant always takes reservations and welcomes plate sharing.
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The atmosphere is relaxed and inviting from your first steps in the door, with the glow from the wood-fire oven promising a culinary delight. As we headed to our booth, we passed by the musician singing softly, the melody perfectly piped throughout the restaurant to create ambiance without overshadowing conversation. We slid into our elevated booth, soaking up the warmth of the room, which was buzzing with life. Although we were in the middle of the dinner crowd, our corner booth seemed intimate enough for quiet conversation. Deepcolored wood, rugged stonework and warm lighting give Sunshine Grille a friendly feel. At the suggestion of our server, Linda, we launched our dining experience with an appetizer of Sea Scallops and Goat Cheese. The dish was attractively plated with generously sized scallops arranged around a hearts-ofpalm pentagon, which enclosed the warm herb crusted goat cheese and roasted red peppers. Served with crostinis and drizzled with fresh herb olive oil, Linda did not steer us wrong on this tasty beginning. We also shared the Mussels Herbanato, featuring Prince Edward Island Mussels sauteed in white wine, garlic and lemon juice with a touch of butter and fresh herbs – delicious! Sunshine Grille is also famous for its Wood Fired Flatbreads. Langostino Spinach features lobster meat and fresh spinach while the Roasted Fresh Veg combines grilled eggplant, portobello, sauteed onion and peppers with that fabulous goat cheese.
It was time to dive into our soup and salad course, and one special salad caught my attention: Jim Nathan’s Favorite. We asked Linda how the amiable CEO of Lee Memorial Hospital got his own menu item. A regular customer, the health-conscious Nathan would often bring an index card listing specific ingredients: spinach, carrots, pecans, croutons, parmesan cheese and mandarin oranges with citrus dressing. Although it’s not on the menu, Nathan liked his salad topped with salmon, Linda noted. Stilwell’s connection with Lee Memorial goes back many years. She and her restaurants are known for philanthropy, supporting numerous community events benefitting The Children’s Hospital and many other local charities. Stilwell serves on the board of directors for the local Salvation Army chapter, Pace Center for Girls and The Greater Fort Myers Chamber of Commerce. Her restaurants’ food and beverage donations also support CCMI Soup Kitchen, Ronald McDonald House, Barbara’s Friends, Hope Hospice and many other worthy causes. “When people come in and experience the restaurant, they can know their money is going back into
the community,” Stilwell says. As we finished up our salads and some tasty Fresh Florida Seafood Gumbo, we admired the diversity of entrees offered on the menu. With encouragement from Linda and Chef Roger, we agreed to venture into new taste-bud territory with the Sunshine Grille’s famous Low Country Shrimp and Grits. Hailing from the North, I had not tried this southern sensation. Organic whole cut yellow grits provided texture while jalapenos and Andouille sausage gave a gentle heat. Combined with large, sauteed shrimp and melted white cheddar in a flavorful sauce, it’s easy to see why this dish is a new Sunshine Grille favorite. After sampling the Shrimp and Grits, I was persuaded to try Chef Roger’s snapper special for the evening. I was not disappointed by the flaky, fresh Florida red snapper, topped generously with a breaded crab and shrimp bake and parmesan cheese. Others in our dinner party tried Wood Grilled Filet Mignon and Wood Grilled Rack of Lamb, both succulently seasoned and cooked to tender perfection. The juicy filet was complemented by a red wine and
fresh herb demi-glace, while the rack of New Zealand lamb came with mint jelly sauce. Both were served with mashed potatoes, fresh vegetables and a zippy braised red cabbage. We capped off the evening with coffee and an indulgent white chocolate cheesecake, as well as some warm apple cobbler a la mode. It was a sweet ending to a pleasant evening out at Sunshine Grille. 8700 Gladiolus Drive, Fort Myers Open for Lunch and Dinner Reservations: (239) 489-2233
The best homemade breakfast and lunch in Bonita Springs!
20’ Salad/Soup Bar included with entrees
WINNER-2008/2009/2010/2011/2012 BEST OF BONITA News-Press People’s Choice Awards. Homemade specialities including eggs,omelets, pancakes, waffles, homemade soups, salads, chili,Taylor Pork Roll, scrapple, sausage gravy, corned beef hash, creamed chip beef, roast beef and turkey and “Real” Philly Cheesesteaks, and homemade rice pudding.
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APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
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calendarofevents
ESTERO EVENTS APRIL 2013
HAVE AN EVENT COMING UP? Email us at info@lifestylemagazinegroup.com OYSTER-LYMPICS Timbers Restaurant & Fish Market, Sanibel Island (239)395-2233 or www.shellmuseum.org PET SHOW Miromar Outlets (by Hartstrings), registration at 10 a.m. www.miromaroutlets.com APRIL 21 BONITA SPRINGS CONCERT BAND Riverside Park, Bonita Springs, 2 p.m. (239)405-3320 or www. bonitaspringsconcertband.com
ARTS & ENTERTAINMENT APRIL - MAY 4 THE FOX ON THE FAIRWAY Off Broadway Palm Dinner Theatre (239)278-4422 or www.broadwaypalm.com APRIL 2-3 MIAMI CITY BALLET III Naples Philharmonic Center for the Arts: Hayes Hall (239)597-1900 or www.thephil.org APRIL 3 FGCU NEST FEST: GABRIEL ISGLESIAS Germain Arena, Estero (239)948-7825 or www.germainarena.com APRIL 3-27 FULLY COMMITTED Big Arts Theater, 2000 Periwinkle Way, Sanibel (239)395-0900 or www.bigarts.org
SIBLING LOOK-ALIKE CONTEST Miromar Outlets, Estero, at noon www.miromaroutlets.com ARTS WORLDWIDE Center for the Arts Bonita Springs, noon-4 p.m. An afternoon of performers from around the world, plus “Empty Bowls” benefitting the Bonita Springs Assistance Office. (239)495-8989 or www.artcenterbonita.org
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APRIL 23-27 NPO: SOUNDS OF SIMON & GARFUNKEL Naples Philharmonic Center for the Arts: Hayes Hall (239)597-1900 or www.thephil.org
APRIL 18 FRANK SINATRA JR. Naples Philharmonic Center for the Arts: Hayes Hall (239)597-1900 or www.thephil.org
APRIL 23-24 SHEN YUN: CHINESE DANCE Barbara B. Mann Performing Arts Hall (239)481-4849 or www.bbmannpah.com
APRIL19-MAY17 MISS NELSON IS MISSING Broadway Palm Children’s Theatre (239)278-4422 or www.broadwaypalm.com
APRIL 26 FAMILY MOVIE NIGHT: THE LORAX Miromar Outlets Restaurant Piazza, 8 p.m. www.miromaroutlets.com
APRIL 20 CONSERVANCY OF SWFL GRAND REOPENING FESTIVAL Conservancy of Southwest Florida, Naples, 10 a.m.-4 p.m. (239)793-3525 or www.conservancy.org
APRIL 28 ESTERO CONCERT SERIES AT KORESHAN: MUSIC OF HADYN AND SCHUBERT Koreshan State Historic Site, Estero (239)596-8404 or www.floridastateparks.org
EARTH DAY Koreshan State Historic Site, Estero 9 a.m. - Sunset (239)992-0311 or www.floridastateparks.org
APRIL 30 WILLIE NELSON & FAMILY Germain Arena, Estero (239)948-7825 or www.germainarena.com
APRIL 7 GULFCOAST SYMPHONY: BROADWAY SHOWSTOPPERS Barbara B. Mann Performing Arts Hall (239)481-4849 or www.bbmannpah.com APRIL 8 SMOKEY ROBINSON Naples Philharmonic Center for the Arts: Hayes Hall (239)597-1900 or www.thephil.org
APRIL 13 CELEBRATE BONITA Riverside Park, Bonita Springs, 2-9 p.m. (239)949-6262 or www.cityofbonitasprings.org
APRIL 6 CELEBRATE ESTERO & CAR CRUISE-IN Miromar Outlets, 10 a.m.-2 p.m. (239)948-7900 or www.esterochamber.org
APRIL 17-MAY 11 THE MOUSETRAP Sugden Community Theatre, Naples Fifth Avenue S. (239)263-7990 or www.naplesplayers.org
SWFL SYMPHONY MASTERWORKS 5 Barbara B. Mann Performing Arts Hall (239)418-1500 or www.swflso.org
APRIL 11-MAY 18 MENOPAUSE THE MUSICAL Broadway Palm Dinner Theatre (239)278-4422 or www.broadwaypalm.com
APRIL 5-JUNE 19 NOIR CONFIDENTIAL Seminole Gulf Railway (239)275-8487 or www.semgulf.com
MONTEREY JAZZ FESTIVAL ON TOUR Naples Philharmonic Center for the Arts: Hayes Hall (239)597-1900 or www.thephil.org
APRIL 23 BRIT FLOYD: WORLD’S GREATEST PINK FLOYD SHOW Germain Arena, Estero (239)948-7825 or www.germainarena.com
APRIL 14 FORT ROCK 2013 JetBlue Park, Ft. Myers www.fortrockfestival.com NAPLES CONCERT BAND Cambier Park, Naples (239)263-9521 or www.naplesconcertband.org IRA GLASS Barbara B. Mann Performing Arts Hall (239)481-4849 or www.bbmannpah.com
APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
SPORTS & RECREATION APRIL 1 ESTERO HS BASEBALL VS. SOUTH Estero High School | http://est.leeschools.net APRIL 2 ROTARY RUN 5K Riverside Park, Bonita Springs, 7:30 a.m. www.active.com ESTERO HS BASEBALL VS. E. LEE COUNTY Estero High School | http://est.leeschools.net APRIL 4&6 FT. MYERS MIRACLE VS. BRADENTON Hammond Stadium at the Lee County Sports Complex (239)768-4210 or www.miraclebaseball.com
APRIL 9 FGCU BASEBALL VS. FAU Swanson Stadium at FGCU www.fgcuathletics.com ESTERO HS BASEBALL VS. ISLAND COAST Estero High School http://est.leeschools.net APRIL 9-11 FT. MYERS MIRACLE VS. JUPITER Hammond Stadium at the Lee County Sports Complex (239)768-4210 or www.miraclebaseball.com APRIL 12 ESTERO HS BASEBALL VS. GULF COAST Estero High School http://est.leeschools.net
APRIL 14 FT. MYERS MIRACLE VS. CHARLOTTE Hammond Stadium at the Lee County Sports Complex (239)768-4210 or www.miraclebaseball.com
APRIL 26-28 FGCU BASEBALL/SOFTBALL VS. N. KENTUCKY Swanson Stadium and FGCU Softball Complex www.fgcuathletics.com
APRIL 15-17 FT. MYERS MIRACLE VS. PALM BEACH Hammond Stadium at the Lee County Sports Complex (239)768-4210 or www.miraclebaseball.com
APRIL 27 FL TARPONS VS. GA RAMPAGE Germain Arena, Estero (239)225-6374 or www.germainarena.com
APRIL 16 FGCU BASEBALL VS. FL GATORS Swanson Stadium | www.fgcuathletics.com APRIL 19 FL TARPONS VS. MISSOURI MONSTERS Germain Arena, Estero (239)225-6374 or www.germainarena.com APRIL 19-21 FGCU BASEBALL/SOFTBALL VS. USC UPSTATE Swanson Stadium and FGCU Softball Complex www.fgcuathletics.com
APRIL 5 FGCU SAND VOLLEYBALL VS. FAU Estero Community Park www.fgcuathletics.com
APRIL 13-14 FGCU SOFTBALL VS. JACKSONVILLE (Double header on April 13) FGCU Softball Complex | www.fgcuathletics.com
APRIL 23-24 FGCU BASEBALL VS. BETHUNE-COOKMAN Swanson Stadium | www.fgcuathletics.com
CENTER FOR THE ARTS CHARITY GOLF TOURNAMENT Copperleaf Golf & Country Club, Estero 7:30 a.m. (239)495-8989 or www.artcenterbonita.org
APRIL 26-27 FT. MYERS MIRACLE VS. CHARLOTTE Hammond Stadium at the Lee County Sports Complex (239)768-4210 or www.miraclebaseball.com
APRIL 27-28 MENS USA RUGBY SOUTH CHAMPIONSHIP JetBlue Park, Ft. Myers (239) 334-4700 or www.leeparks.org
LIFESTYLEMAGAZINEGROUP.COM | APRIL 2013
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scene on site
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Estero Historical Society Tea-Luncheon The Estero Historical Society held its 13th Annual Tea-Luncheon March 4 at Shadow Wood Country Club. The theme of “Lace” spawned many creative ideas on dress and table decoration. Speaker Sue Draper-Lowe, an antique linen dealer, educated guests about the different types of lace and how they were used throughout history. Prizes were awarded to the Best Table, Best Dressed and Best Hats. The annual fundraiser supports the Historical Society’s efforts to restore a 1904 Estero Schoolhouse.
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scene on site
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Race for the Cure
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Thousands of runners and walkers dressed in pink participated in the Susan G. Komen Race for the Cure March 9 at Coconut Point Mall in Estero. The race is a community wide effort to fight breast cancer on a local level. Survivors, sponsors and supporters band together to raise money for local agencies helping in the fight. Thirteen organizations requested grants totaling $1.4 million to provide education and support, diagnostic screening, treatment and access to care for the uninsured. Seventy-five percent of funds raised through Race for the Cure stay in Southwest Florida, while the remaining 25 percent goes toward national breast cancer research programs. Since 2002, the Southwest Florida affiliate of the Susan G. Komen Foundation has awarded $5.5 million in local grants.
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APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
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Dr G. Tarquino, ND, BS, S, CNC Board Certified actitioner Holistic Practitioner
Take control of your health St. Paul’s Holistic Institute’s practitioners with over 20 years experience can help you! Achive overall health and wellness through the use of holistic approaches and discover freedome from pain, suffering and disease without negative side effects. Overcoming health issues such as Cardiovascular Disease, Lungs, Kidney, Liver, Digestive System, Cancer, Auto-immune Disorders and Chronic Conditions is within your reach!
Let us help you. FREE 2nd Opinions. O% first year financing available.
www.stpaulsholistic.com | Ph: 239.495.7850 11100 Bonita Beach Rd., Suite 102, Bonita Springs, FL 34135 | StPaulsheart@aol.com LIFESTYLEMAGAZINEGROUP.COM | APRIL 2013
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scene on site
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Eighth Annual Shoes That Fit Luncheon Tom & Pat Le Legge ggett tt
The Eighth Annual Shoes That Fit Luncheon Feb. 25 at Shadow Wood Country Club featured a fashion show by Dillard’s and the Shadow Wood Golf Shop. The event also included raffles and a silent auction to support the Leggett Shoe Foundation, the Bonita Springs chapter of Shoes That Fit, an organization which provides new shoes for low-income children. Guests also had an opportunity to take size information for a specific local child, outfitting that child with new clothes for school. The annual luncheon raises funds for the foundation’s Back to School handouts in the fall.
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APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
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LEADER IN LUXURY REAL ESTATE Joe Pavich, Jr. BROKER-ASSOCIATE OF REALTY WORLD OF FLORIDA
239.910.0304 Over $85,000,000 in gross sales in 2010, 2011, 2012 Innovative marketing strategy Personalized website custom to your home Interactive floor plans Professional photography International exposure of your home Over a decade of “Full Time Real Estate” service in Southwest Florida Expert in Luxury Real Estate Five Star Award by Gulfshore Life Magazine for consecutive years Top 3 in the nation-2011 and 2012 for closed sale volume for Realty World Florida
W W W. J O E P A V I C H J R . C O M
W W W. E S T E R O R E A L E S T A T E L I S T I N G S. C O M
scene on site
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Food & Wine Fest Grand Tasting and Auction More than 400 guests attended the Southwest Florida Food & Wine Fest Grand Tasting and Auction Feb. 23 at Miromar Lakes Beach Clubhouse, benefitting The Golisano Children’s Hospital of Southwest Florida, Edison State College’s pediatric nursing program and Florida Gulf Coast University’s endowed Music Therapy program. The Wine Fest has raised more than $5 million since its inception in 2009 and has pledged to raise $10 million for The Children’s Hospital. This year, Joe Anderson, of Benovia Winery, pledged a $2 million matching donation to the hospital. Baltimore Ravens cheerleaders helped with auction fun, with 31 live auctions happening during the event.
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APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM
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Exp. 04/31/2013
“We treat our patients like our family.� We provide all phases of general dentistry including:
Claudie I. Delgado-Feeney, D.M.D. Owen F. Feeney, D.M.D.
Cleanings
Dentures
Root canal
Periodontal therapy
Extractions
Crowns and bridges
Fillings (White - composite - only)
Nitrous oxide analgesia
We also offer Cosmetic dentistry and Implant dentistry
Tel (239) 948-4886 www.bonitaesterodental.com FL License # DN-0014293
24940 S. Tamiami Trail, Suite 202
Bonita Springs, FL 34134
Member, American Dental Association, Academy of General Dentistry, American Academy of Implant Dentistry and The Bonita Springs Area Chamber of Commerce
and another thing
140 characters is way too many letters What makes the assignment even harder is that Twitter has forever changed the way people our job isn’t just to highlight the company’s business, communicate, because being but to create a compelling emotional connection limited to 140 characters between our clients’ products or services and their forces writers to be succinct. consumers’ needs and wants. When we were hired by mortgage.com, our job Even if you dislike Twitter, you can thank it for forcing was to demonstrate how their online technology people to shorten their made getting a home mortgage quick and painless. prose. As editor Arthur Our first suggestion, aimed directly at jaded baby BRUCE TURKEL Polotnik wrote, “You write to boomers, was, “Now getting a mortgage sucks less.” communicate…what’s burning inside you. And we It was gently explained to us that the company’s investors weren’t entirely comfortable with that edit to let the fire show through the smoke.” It doesn’t take much editing when you’re using approach, so we came back with the heartwarming, Twitter to tell people, “I just ate a yummy peanut “The easiest way home.” When we worked for the United Way, we needed butter and jelly sandwich.” Or, “The tallest building in the neighborhood is the library. Must be because to convey not only that the United Way did great of all the stories.” (Random tweets I grabbed when things for the recipients of its largesse, but that I was writing this post.) But those words belie they also provided a vital service to the donor Twitter’s real use: instant communication with a community they served. We did it in just six words: simultaneously random yet connected universe of “Giving People Help. Helping People Give.” For the Medicare HMO AdvantageCare, we readers. Those of us who write advertising for a living expressed their concern for their customers’ health were tweeting long before Twitter was ever in just two words: “Be Well.” Taglines are a great way to keep everyone, from invented – we just didn’t know it. Because when it comes to writing taglines, 140 characters feels customers to employees, focused on what an organization stands for. like a hopelessly indulgent all-you-can-eat And they can be just as smorgasbord of letters. useful for individuals as Consider some of the best advertising they are for companies. you’ve seen. Even though millions of dollars “I just ate a yummy Think of President were spent on photography, special effects, peanut butter and Obama’s “Yes we can,” and celebrity voiceovers, what jelly sandwich.” Muhammad Ali’s “Float you probably remember most like a butterfly, sting are the powerful – and brief – like a bee,” or even taglines… Donald Trump’s “You’re fired!” “Does she or doesn’t she?” Each tells you who the person is, “Imagination at work.” what you can expect “There is no substitute.” from them, and what’s “The relentless pursuit of in it for you. All in perfection.” all, a wonderful tagline “Just do it.” provides a lot of value from When we create a new brand for our just six or seven words. If a great tagline were clients, we find that the tagline is usually an entertainer, it would be James Brown, “the the hardest assignment we have. After all, the tagline is where we have to compress everything a hardest working man in show business.” Bruce Turkel is a branding expert who’s been company stands for and does in as few words as possible – almost always less than 10 and most featured on CNN, NPR, and The New York Times. Reach him at bturkel@turkel.info. often just three or four.
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