the salem chamber’s magazine
Meet the recipients and see other highlights from the Chamber’s biggest event of the year
Spring 2025
plus business spotlights and seasonal photo gallery
Protecting What Matters Most Shielding Your Home
Tradition of Excellence - Since 1978!
Protect your home with Pfeifer Roofing's expert craftsmanship. From repairs to replacements, our team delivers durability and peace of mind. With decades of experience and top-notch materials, trust us to safeguard your home.
Make sure your roof stays strong this winter with our comprehensive roof maintenance services, including cleaning, inspections, repairs, and gutter care.
Prevent costly damage and extend your roof's life with expert, preventative maintenance solutions tailored to your needs.
When you choose Pfeifer Roofing, Inc., you can trust that your roof is in capable hands
How Small Businesses Can Lead Innovation
by Tom Hoffert, Chief Executive Officer
Small businesses have always been the heart of innovation, adapting quickly to change and shaping industries in unexpected ways. Now, a new wave of transformation is taking place — one driven by sustainability, evolving e-commerce strategies, artificial intelligence, and deeper community engagement. The businesses that embrace these trends won’t just survive; they’ll thrive.
Sustainability: More Than a Trend, a Competitive Edge
For years, large corporations have led the sustainability conversation, but today, small businesses are proving they can drive change just as effectively. Consumers increasingly seek out brands that align with their values, and sustainability is at the top of their priorities. According to a recent NielsenIQ study, 78% of consumers say a sustainable lifestyle is important to them.
For small businesses, this shift presents both a challenge and an opportunity. Those that commit to sustainable practices — whether by adopting eco-friendly packaging, reducing waste, or sourcing from ethical suppliers — are building long-term trust with their customers. More importantly, sustainability is no longer just a feel-good initiative; it’s a business advantage. Customers are willing to pay more for products they believe are making a difference, and small businesses that embrace this movement will attract and retain loyal buyers.
E-Commerce’s Continued Evolution
Online shopping has been growing for years, but in 2025, the landscape is shifting once again. It’s no longer just about having a website. It’s about being where the customers are — on social platforms, mobile devices, and in seamless digital experiences that
connect online and offline shopping.
Social commerce, in particular, is becoming a dominant force. Platforms like Instagram, TikTok, and Pinterest aren’t just for marketing anymore. Each is a full-fledged shopping destination.
Consumers are making purchasing decisions in real-time, influenced by creators, peer reviews, and interactive content. According to Statista, global e-commerce sales are expected to reach $7.4 trillion in 2025, and small businesses that invest in social selling, mobile-friendly platforms, and omnichannel experiences will be the ones that capture that growth.
For small business owners, this means rethinking their approach. A well-optimized website is still essential, but so are an active presence on social media, easy checkout experiences, and strategies that connect digital and physical storefronts. The businesses that get this right will stay ahead of the curve.
Artificial Intelligence for Any Business
For many small business owners, artificial intelligence once seemed like a tool reserved for tech giants. But now, AI is more accessible than ever, offering cost-effective solutions to streamline operations, improve customer engagement, and make smarter business decisions.
AI-powered chatbots are handling customer inquiries 24/7. Automated marketing tools are crafting personalized email campaigns with just a few clicks. Even customer service and inventory management are being optimized with AI-driven insights. The businesses that embrace these tools aren’t just saving time, they’re improving the customer experience and freeing up resources to focus on growth.
Platforms like Shopify Magic, ChatGPT, and HubSpot’s AI-powered CRM are making it easier for small businesses to integrate AI without needing a dedicated IT team. The key
is to start small by automating one or two repetitive tasks, then gradually expand AI’s role in your business. Those who do will be more agile, more efficient, and better equipped for longterm success.
Community Engagement: The Power of Local Connections
In the digital age, small businesses enjoy a significant advantage that large corporations often find challenging: the ability to build deep, meaningful relationships within their communities. Now more than ever, consumers want to support businesses that reflect their values and contribute to something greater than just profits.
Small businesses that invest in their local communities — by supporting local causes, partnering with nearby businesses, and engaging in hyperlocal marketing — are earning lasting customer loyalty. A Harvard Business Review study found that 64% of consumers prefer to buy from brands that share their values. When a business is seen as a key part of the community, customers become advocates, spreading word-of-mouth recommendations that no marketing budget can buy.
The Future Belongs to Those Who Innovate
The small businesses that will thrive in 2025 are the ones that recognize these shifts and act now. Sustainability isn’t just a buzzword; it’s a business advantage. E-commerce is no longer just a website, rather a dynamic, social, and omnichannel experience. AI isn’t out of reach; it’s an essential tool for efficiency. And community engagement isn’t just goodwill; it’s a strategic move for brand loyalty.
The question isn’t whether these changes are happening. The question is whether our small business community owners are ready to embrace them. The future of business is here, and it belongs to those willing to innovate. 503.
TERTIARY LOGO
salem chamber’s magazine
Above
Salem Chamber CEO Tom Hoffert, Salem Mayor Julie Hoy, Keizer City Councilor Soraida Cross, and Salem Chamber Membership Manager Jackie Roché at a ribbon-cutting ceremony in January.
Cover
Distinguished Service Award recipients Derek Gilbert and Pastor Ronnie Brooks, First Citizen Gregg Peterson, and Outstanding Young Professional Andrew Holbert at the 74th Annual First Citizen Awards Banquet.
0 3 5 8 8 3 5 0 8
CHris Jones
Scott Ryan Robert Bierma
Gary Weston Shadya JOnes
David Schacher
Mindy Kaur Reuben Worster
Shelley George
Jeff Miller Kelsi Sands Pam Rushing Alex Rhoten
Melissa ROdriguez
BEN MORRIS
Laura Kuster
Welcome
Square W, LLC
Chamber Members Dec. 16, 2024 – March 10, 2025
Golden Goose Apex Imaging
Haugen’s Galleri Portrait Studio
Edward Jones – Alice Hunt
Thrive Consulting, LLC
Reger Homes, LLC
Willamette Valley
Clark Exteriors
Saltwater Wellness, LLC
Snack Therapy (Mountain Man Nuts & Fruits)
Capital Mortgage Source
Pivot Point Employment Services, Inc.
FirstLight Home Care
Lady Prolific Juice Bar
LHE Investments
Charles Schwab & Co., Inc
Rogue Public House West Salem
Sinay Maintenance
Divine Wellness & Aesthetics
Olivia’s
Alpha Wolf Decals
Virtual Realms, LLC
Ascension Accounting, Inc.
Interested in joining the Salem Area Chamber of Commerce?
For more information, contact Membership ManagerJackie Roché at jroche@salemchamber.org
The Inner Workings of
Business Advocacy & How to Participate
A lot of us learned the process of how a bill becomes law by the famous song from Schoolhouse Rock: “I’m just a bill. Yes, I’m only a bill. And I’m sitting here on Capitol Hill.”
Sadly, and despite Past Chamber President Alan Rasmussen’s diligent efforts, we do not have a catchy song to teach us about the process of Chamber endorsements (of candidates, measures, levies, and bonds), or why it’s important. By the time you read this, the Chamber will have made endorsements for the May 2025 election, and for our members not actively engaged in our Business Advocacy efforts, it may sometimes be unclear how our organization reached those decisions, so let me shed some light on that process here.
Your Chamber CEO, Tom Hoffert, is often the first point of communication for groups looking to put a measure, bond, or levy on the ballot. Because of the trust and relationships he has with our local civic, community, and non-profit associations, Tom is often an initial sounding board for ideas that may come before the voters. He provides strategic guidance on positioning, stakeholders, implications, and other considerations. Understanding the players involved and their reasoning is part of Tom’s job, and he does it very well.
As momentum gathers and the ideas become more articulated proposals, or a candidate has filed to run, the Chamber’s Business Advocacy Committee (chaired by VP of Business Advocacy Rich Duncan) meets to discuss. Our goal at this stage is to understand fully what the impact to Salem businesses will be; and in the case of a candidate,
what their thoughts are on economic development and supporting local business. The discussion includes a determination whether it is an issue or race the committee feels should be presented to our membership in the form of a Thursday morning Business Advocacy Meeting, or as a topic for a Forum Speaker Series Luncheon
From a member perspective, the next crucial step occurs when the Business Advocacy Committee has determined that our business community needs to get involved on a particular issue and then puts that issue or candidate(s) in front of the community for discussion and review. Candidates and/or groups running ballot measures are provided an opportunity to present (at a Business Advocacy Meeting, for example), with opposing sides also being invited to make their case.
These Business Advocacy Meetings (held on the first Thursday of each month at the Chamber and on Zoom) are critical for members to truly get engaged. They provide the best opportunity to hear directly from candidates and City leaders, ask questions, and then discuss with fellow members. Those in attendance can also vote on a recommendation to the Salem Chamber Board of Directors (to support, oppose, or remain neutral on a candidate or issue), making their voices heard on the direction we take as an organization. This is a powerful way to exercise your membership and is a core function of our high performing Chamber.
Once the Business Advocacy Committee has a recommendation, it is then brought to the Board of Directors for deliberation and
by Mike Herron, VIP’s Industries
discussion. I am extremely proud of the diversity of opinion and thought represented on the Chamber Board and am continually impressed with the questions that are asked, the implications that are raised, and the foresight that is applied when considering a position that best serves the interests of the business community. It is the Board which takes the final vote on endorsement, along with if additional resources — such as PAC funds, creation and distribution of collateral, or staff time — should be allocated and deployed.
I simply cannot overstate the importance of these advocacy efforts to our business community, which are made to create a thriving economy that grows the tax base to support essential City services. We will continue to support candidates, regardless of political affiliation, working to create opportunities for our businesses, employers, and employees. We are all a part of this community, which is why we need to speak up on the races and issues that really matter.
I’ll close by exercising my presidential prerogative and say make sure to read your weekly Tuesday Business Advocacy Email. If you aren’t receiving these, contact Jameson Gideon, Director of Business Advocacy, (jameson@salemchamber.org) to get on the list. Calendar the Business Advocacy Meeting dates, show up, and speak up. Your Board needs and wants to hear from you to ensure we are representing your voice, your opinions, and your position. Let’s build a better business climate in Salem together. 503.
How can my $ 500 $ 5,000 $ 5,000,000 help the most ?
You want your generosity to work as hard as possible no matter where or how you give it. As your statewide community foundation, we have the expertise and knowledge to help you figure out whether to create a scholarship, your own charitable fund, or give with others to make a bigger impact. There are so many great ways we can help you, help others . Let’s get started.
Your Chamber
EXECUTIVE COMMITTEE
President
MIKE HERRON
VIP’s Industries
President-Elect
TED FERRY
State Farm Insurance
Past President
ALAN RASMUSSEN LHE Investments, LLC
Vice President –Membership
ANGELA WILLIAMS Huggins Insurance Services, Inc.
STAFF
TOM HOFFERT
Chief Executive Officer
JACKIE ELLERBROCK
Operations Director
Vice President –Advocacy
RICH DUNCAN
Rich Duncan Construction
Vice President –Events & Programming
KATYA MENDEZ Northwestern Mutual
Treasurer
RYAN DEMPSTER Willamette Valley Bank
Secretary
BRANDON BLAIR Summit Wealth Management
DAN JOHNSON Marketing & Communications Manager
JACKIE ROCHÉ Membership Manager
Member Services
BOARD MEMBERS
JONATHAN
CASTRO MONROY
Castro Monroy Group
TAMMY DENNEE
Oregon Cattlemen’s Association
JEFF DUNN Lineage Logistics
LUCY ESCOBAR
Lucy Escobar Coaching & Consulting
JULI FOSCOLI
South Town Glass
EVA PORRAS Administrative Professional
LLAYNE NGO
Events & Programming Manager
RIBBON CUTTING REQUEST FORM
Let’s celebrate! Ribbon Cuttings are a complimentary service the Salem Area Chamber of Commerce provides to members at the Connector level and above that have just started a new business, have moved to a new location, or recently undergone a remodel. As the business owner, you have the option of making this event as simple or as elaborate as you wish.
Be sure to fill out a request form at salemchamber.org/ ribboncuttingform to book your date now!
ROGER HOY
Geppetto’s Italian Restaurant
JENNIFER MARTIN
First Commercial Real Estate
DAN MCDOWELL Pioneer Trust Bank
DIANE MCLARAN McLaran Enterprises, Inc.
TYSON PRUETT Anthem Strategists
BILL RIECKE
Bark Boys, Inc.
QUANDRAY
ROBERTSON
Q’s Corner Barbershop
RANDALL SUTTON
Saalfeld Griggs, P.C.
ERIC TEMPLETON AmeriTitle
JIM VU Core Solutions Consulting
CHRISTY WITZKE SAIF
CHRIS THOMPSON Workforce Development Specialist
JAMESON GIDEON Director of Business Advocacy
RUBEN GARIBAY McLaran Leadership Foundation Program Manager
ELSIE DEVINE
JUDY FISHER
KIRSTIE RUDICH CTEC Business Liaisons
HOSTING A GREETERS
Greeters is the largest and most active business networking opportunity in the Salem area. Greeters is available to all Salem Area Chamber of Commerce members (and their employees). Applications are due a week from booking your date. Requests are taken on a first-come basis. Members will be put on a wait list once the calendar year is full. Members can host Greeters once in a calendar year. salemchamber.org/host-greeters-application
Child Evangelism Fellowship.
Alpha Wolf Decals
Personalization is key when it comes to making a lasting impression, and Alpha Wolf Decals specializes in creating high-quality custom decals and graphics that do just that. Dedicated to precision, durability, and artistic excellence, Alpha Wolf Decals offers a range of products that bring creative visions to life — whether for businesses, personal projects, or specialty applications.
A Passion for Customization
Alpha Wolf Decals was founded with a simple yet powerful mission: to provide top-tier, custom-designed decals that reflect individuality, professionalism, and creativity. Whether serving businesses looking to enhance their branding or individuals wanting to make a statement, the company ensures each project is crafted with attention to detail and customer satisfaction in mind.
Specializing in vinyl decals, vehicle graphics, and custom prints, Alpha Wolf Decals has built a reputation for producing high-quality, long-lasting designs that withstand the elements while maintaining vibrant colors and sharp details.
Precision-Crafted Products & Services
Alpha Wolf Decals offers a diverse range of products to meet the needs of both businesses and personal enthusiasts. Its expertise in custom printing allows the company to create unique, eye-catching designs that stand out in any setting.
Reasons to Reach Out to Alpha Wolf Decals
• Custom Vinyl Decals – Durable, weather-resistant graphics tailored to your specifications.
• Vehicle Graphics – Enhance the look of personal or business vehicles with professional-grade wraps and decals.
• Business Branding Solutions –Custom signage and promotional decals to boost brand visibility.
• Personalized Designs – Unique, made-to-order graphics for individuals who want to stand out.
• High-Quality Printing & Materials – Ensuring long-lasting, vibrant results.
Every decal produced by Alpha Wolf is crafted using high-quality materials to ensure longevity and durability. Whether for advertising, decorative purposes, or personal expression, its products meet high standards of craftsmanship.
Impacting the Community Through Creativity
Beyond delivering top-notch decals, Alpha Wolf Decals takes pride in supporting local businesses and creative individuals. Its work plays a role in helping brands establish
Alpha Wolf Decals' work on a vehicle for the Salem Capitals basketball team.
a strong presence, offering them custom branding solutions. From small business owners looking for storefront decals to car enthusiasts seeking unique vehicle graphics, Alpha Wolf Decals contributes to the local creative economy by bringing artistic visions to life.
Customer Satisfaction: A Driving Force
Alpha Wolf Decals prioritizes customer satisfaction, ensuring every order is handled with care and precision. Its commitment to quality and service has earned the company a growing reputation among individuals and businesses alike. The attention to detail in each project ensures that every decal, wrap, or custom graphic meets — and often exceeds — customer expectations.
Unleash Your Creativity with Alpha Wolf Decals
For those looking to elevate their brand, personalize their space, or enhance their vehicle, Alpha Wolf Decals is the go-to source for premium custom decals and graphics. With a dedication to quality, creativity, and customer service, Alpha Wolf continues to be a trusted name in the industry.
Explore its products and place your custom order today at alphawolfdecals.org! 503.
Shaka Brah's window on Commercial Street by Alpha Wolf Decals.
Elite OnSite Fleet Services
Elite OnSite Fleet Services is a trusted provider of comprehensive truck and fleet repair solutions in the Northwest. Since its establishment in 2016, the company has built a strong reputation for delivering reliable and highquality repair and maintenance services to keep commercial vehicles in optimal condition. With a team of skilled technicians, Elite OnSite Fleet Services offers both on-site and shop-based repairs, ensuring convenience and minimal downtime for its clients. Its commitment to excellence and customer satisfaction has made the company a preferred partner for businesses managing fleet operations.
Comprehensive Fleet Services
Elite OnSite Fleet Services specializes in a wide range of services tailored to meet the diverse needs of fleet owners. Its offerings include:
• Diesel Engine Repair: Expertise in diagnosing and repairing diesel engines ensures that trucks and commercial vehicles operate efficiently.
• Fleet Brakes: Maintenance and repair of brake systems are crucial for the safety and performance of fleet vehicles.
• Electrical Work: Troubleshooting and repairing electrical issues to prevent vehicle downtime and ensure reliable operation.
• Preventative Maintenance: Regular maintenance services are used to identify and address potential issues before they become costly problems, extending the lifespan of vehicles and reducing unexpected breakdowns.
In addition to these core services, Elite OnSite Fleet Services offers customized maintenance plans tailored to the specific needs of each fleet. This proactive approach helps clients manage their vehicles more effectively, minimizing disruptions to their operations.
Reasons to Choose Elite OnSite Fleet Services
• Expert Technicians: The team comprises highly skilled and certified professionals with extensive experience in fleet maintenance and repair. Their expertise ensures that every job is done right the first time, providing peace of mind to fleet managers.
• On-Site and In-Shop Repairs: With the flexibility of both on-site and in-shop services, Elite OnSite Fleet Services
can accommodate the needs of busy fleets, reducing the need for vehicles to be taken out of service for repairs.
• Commitment to Quality: The company prides itself on using high-quality parts and the latest diagnostic tools to deliver top-notch service. It is committed to maintaining the safety and efficiency of every fleet it works with.
• Customer-Focused Approach: Understanding the critical role that fleet vehicles play in business operations, Elite OnSite Fleet Services prioritizes fast, reliable service and clear communication. It works closely with clients to develop maintenance schedules and repair plans that align with their operational needs.
Community and Industry Engagement
Beyond the company’s technical expertise, Elite OnSite Fleet Services is committed to building strong relationships within the community. It actively engages with local businesses and participates in industry events, staying up to date with the latest trends and innovations in fleet maintenance and repair.
New Salem Location
On January 10, 2025, Elite OnSite Fleet Services hosted a Salem Chamber ribbon-cutting to celebrate its new Salem auto shop at 1815 Silverton Rd NE, which opened on December 2, 2024. Owners Michael and Casity Troutt cut the ribbon in front of family, friends, and supporters, who enjoyed pizza from Geppetto’s Italian Restaurant and a tour of the space where Elite now performs preventative maintenance, emergency repairs, and everything in between for Salem-area customers.
To learn more about its services or to schedule a consultation, visit eliteonsitefleet.com 503.
Elite OnSite Fleet Services Owners Casity and Michael Troutt with their family and staff.
Stefani Art Gallery
In the world of fine art, few places offer the depth, passion, and expertise found at Stefani Art Gallery. With a strong commitment to showcasing exceptional artworks, this distinguished gallery, located at 305 Court Street NE, is becoming a premier destination for collectors, enthusiasts, and artists alike since opening in March of 2025.
A Legacy of Artistic Excellence
Stefani Art Gallery is more than just a gallery — it’s a carefully curated space dedicated to the beauty and power of visual storytelling. Founded on a love for fine art and to honor the legacy of Owner Christina Stefani‘s late husband, renowned Salem photographer Richard Stefani, the gallery provides a platform for both emerging and established artists. And for visitors, it offers an eclectic mix of paintings, sculptures, and other masterpieces that captivate and inspire.
With a focus on high-quality, hand-selected works, Stefani Art Gallery helps art lovers discover pieces that resonate on a personal and emotional level. The gallery’s collection spans a variety of styles, from classical and impressionist
to contemporary and abstract, ensuring that every visitor finds something unique.
A Curated Selection of Masterpieces
Stefani Art Gallery takes pride in offering an exceptional range of artworks that speak to different tastes and artistic sensibilities. Whether you’re a seasoned collector or a first-time buyer, the gallery provides expert guidance to help you find the perfect piece.
Reasons to Reach Out to Stefani Art Gallery
• A carefully curated selection of fine art from world-renowned and emerging artists
• Personalized consultations to assist collectors in finding the right artwork
• Exclusive access to original paintings, sculptures, and limited-edition prints
DON’T RISK YOUR BUSINESS ON PIECEMEAL SOLUTIONS
Protect your bottom line with Complete Managed IT Pay for your uptime, not your downtime with one flat fee !
the greater Salem/Keizer area since 1980 Visit our website to see what others are saying WWW.PETRATECHIT.COM
Stefani Art Gallery Owner Christina Stefani.
• Assistance with art investment and collection curation
• A welcoming environment for both seasoned and new art enthusiasts
Engaging with the Art Community
Beyond its exquisite collection, Stefani Art Gallery is dedicated to fostering a deeper appreciation for art within the community. By hosting exhibitions, artist showcases, and special events, the gallery creates a space where artists and collectors can connect, learn, and celebrate creativity.
Additionally, the gallery actively supports the arts by collaborating with artists, offering them a platform to showcase their talent and reach a wider audience. This commitment to artistic growth ensures that Stefani Art Gallery remains a cornerstone of the art world.
Art That Tells a Story
Every piece displayed at Stefani Art Gallery has a story to tell, and the gallery’s team is passionate about helping collectors understand and appreciate the narratives behind each work. Whether you’re
searching for a bold contemporary statement piece or a timeless classic, Stefani Art Gallery provides an unmatched selection backed by expert knowledge.
For those looking to explore, collect, or invest in fine art, Stefani Art Gallery is a must-visit destination. With its dedication to artistic excellence and community engagement, it continues to shine as a beacon of creativity in the art world.
Panda Express (Lancaster Dr) Salem, OR
74th Annual FIRST CITIZEN AWARDS
On March 8, 2025, the community honored four local leaders who — while taking different paths to leadership and Salem — share a common commitment to service and belief in our city.
Every year, the First Citizen Awards Banquet serves as a reminder of the power of community and of the things we can accomplish when we come together to work toward a common goal. This year, the 74th Annual First Citizen Awards Banquet, presented by the Mountain West Center for Community Excellence and Pioneer Trust Bank, highlighted that important reminder yet again, while illuminating the different life journeys leaders can take to reach the same destination.
On Saturday, March 8, 2025, that destination was the Salem Convention Center’s Willamette River Room, where more than 450 community members gathered for the annual celebration of servant leadership, which for many in Salem, has become the most anticipated and uplifting
night of the year. The 2025 edition of the event once again featured live music by the Manny Martinez Jazz Quartet, awardee videos that pulled at heartstrings, and the lively energy of emcee (and 2024 Distinguished Service Award recipient) Barry Nelson (Capital Financial Planners). At the same time, the addition of Salem Mayor Julie Hoy’s performance of “God Bless America” and the themes of faith and belief in community that weaved through each honoree’s story also provided an especially powerful, optimistic, and inspiring tone throughout the evening.
Salem Mayor Julie Hoy.
Images by Zak Stone Photography
Andrew Holbert Named Outstanding Young Professional
The first award of the night went to Andrew Holbert, who was recognized as the 2025 Outstanding Young Professional for his career in veterans services, which includes his service as the current Executive Director of the recently constructed Courtney Place Veterans Housing building in downtown Salem.
Originally hailing from Las Vegas, Nevada, Holbert’s journey to leadership began with his service to our country as a United States Marine in Iraq. Shortly after concluding that service, he embarked on a mission and a career to assist fellow veterans, leading efforts for the State of Nevada and Western Oregon University’s chapter of Student Veterans of America before coming to Salem.
Ronnie Brooks Recognized with Distinguished Service Award
Retired educator, longtime student mentor, and past Crystal Apple Award winner, Pastor Ronnie Brooks, received a 2025 Distinguished Service Award for his leadership in Salem’s faith community and his many years in education. This includes his years at McKay High School, where he helped students prepare for college and their careers as an ASPIRE Coordinator.
Born in Wichita Falls, Texas, Brooks began his career assisting students and teaching in his home state, including leading a career-readiness program at Texas A&M University’s Commerce campus. With his wife having roots in Salem, he moved with her to Oregon in 2004 and became deeply involved with the local faith community, founding To God Be the Glory Church, where he is a servant, not just to his devout parishioners but also to the Lord.
In just under two years at Courtney Place, Holbert’s commitment to Salem and direct impact supporting its veteran community have been felt and deeply appreciated by the families he’s helped with housing and services, as well as by all who share Holbert’s compassion for veterans.
In accepting the award, Holbert recognized the fellow veterans in attendance, thanked his family and friends, spoke to continuing the legacy of the late Senator Peter Courtney ― whom Courtney Place is named in honor of ― and shared his motivation to become a champion and advocate for veterans.
“Many have congratulated me over the last few days since this announcement was made and have remarked on my humility,” Holbert said. “But the truth is, I’m simply doing what I think is right. I saw a need and I stepped up. I kept waiting for someone else to take the lead, but I realized I am that guy. As the Bible says, ‘Here I am Lord, send me.’”
Holbert closed with the message: “This award is not just a reflection of my journey, but a testament to the power of service, community, and the belief that, together, we can change lives.”
Pastor Ronnie Brooks receiving the first Distinguished Service Award
During his acceptance of the award, Pastor Brooks recognized the sacrifices his parents made to provide for him and send him to college, helping him to become the first in his family to achieve higher education. While he considers those sacrifices a debt that cannot be repaid, his work in the faith community and with students are some of the ways he attempts to.
Pastor Brooks also expressed gratitude for Salem, for his church community, and to everyone who has embraced and supported him. His experience in our community
Salem Chamber CEO Tom Hoffert (left) and Salem Chamber Board President Mike Herron (right) with Outstanding Young Professional Andrew Holbert (center).
of the evening.
provided a sense of optimism that we can continue to come together to achieve great things.
“I’m blessed to live in a great city,” Brooks said. “Because people don’t look at what you can’t do, they look at what you can do. Salem has a lot to offer, but we have to all come together and realize that we all need one another. None of us can do this by ourselves.”
Derek Gilbert Honored with Distinguished Service Award
Anthem Wealth Strategies Financial Advisor Derek Gilbert received the second 2025 Distinguished Service Award of the night for his work with the Salem Main Street Association
and as a volunteer firefighter for Marion County Fire District #1, as well as his service to a multitude of other non-profit boards and organizations in the last several years.
Coming from a family of communityinvolved volunteers — including Gilbert’s father, David Gilbert, who was named Corvallis First Citizen in 2009 — Gilbert was raised to value community and the importance of giving back. His extensive record of community service includes serving as the chair for the Gilbert House Children’s Museum and participation in West Salem Little League, Upward Youth Sports, Marion-Polk Food Share, Family Building Blocks, and CASA, among others.
Most recently, Gilbert has become known as one of the leaders behind the revival of the Downtown Salem Holiday Parade with the Main Street Association, a rekindled traditional event which he donates countless hours to every holiday season.
During his acceptance of the award, Gilbert recounted some of the immense hardships he’s endured along his journey — including a mountain bike accident that nearly left him paralyzed — but that, with perspective, he’s learned to see opportunities beyond the challenges.
He then related this lesson to the opportunities he sees in Salem.
“As I look back on those moments that were so incredibly tough and challenging, I have learned now, with perspective, the amazing opportunity that came from them,” Gilbert said. “The potential Salem has is incredible and because of the broken road it has been through, we have challenges, but we have opportunities. We can power through that to opportunities we haven’t even seen yet.”
Gregg Peterson
Named Salem’s First Citizen
Following a tribute video, which included highlights from his career as a business owner and volunteer and interviews with fellow Salem leaders, including 2024 First Citizen Sam Skillern; his daughter, Jessica Peterson; and friends, Gregg Peterson accepted the honor of being named the 2025 Salem First Citizen
Raised in a single-parent household with eight siblings in Southern California, Peterson experienced poverty, homelessness, addiction and legal trouble during his young adulthood before turning his life around in service to others. For more than 30 years in Salem, he’s gone on to provide countless career opportunities to community members as a business
Derek Gilbert, another Distinguished Service Award recipient.
Chamber Staff and Ambassadors at the Banquet's registration table.
Spirit Mountain Casino Topgolf. Photos by Zak Stone Photography.
owner (Broadway Cafe and Independence Grill), Executive Chef at the Salvation Army Kroc Center, and as a volunteer for numerous organizations, including Liberty House and the United Way
Peterson’s inspiring journey of redemption — largely guided by faith and a belief in creating a better world —
has led to him becoming the Founder and Executive Director of the Be-BLAC Foundation, which works to empower and develop the future Black leaders of Salem and our broader community.
While sharing gratitude for the many friends, fellow leaders, supporters, and family members who helped empower and support him, Peterson’s
message to the audience was highlighted by the idea that servant leadership is not a task, but a gift.
“To get to do something is important for me. I don’t have to; I get to do it. I get to be a part of leadership within Salem. And during my journey, that’s what I found out, is that we get to beget people and invest in people.”
First Citizen Gregg Peterson with his family and friends.
Unity and Support
Moving Salem Forward
This year’s recipients provided excellent examples of what each of us can achieve, but even more
so, what we can achieve as a collective community.
In summarizing the evening, here’s what our Salem Chamber CEO, Tom Hoffert, had to say:
Jeff Kennard
“There is a powerful vibe in this room. Attendees coming into the Willamette Ballroom knew they were going to experience something very special tonight. It was not simply a celebration of the award recipients, but also of a strong Salem community. From the stage, looking out at nearly 500 people, there was a calmness in the atmosphere and a remarkable aura that our community believes not just in wonderful leadership, but that we are heading in the right direction. The recipient speeches are always a highlight of the evening, but this year, they seemed to really connect people together with the efforts we care most about — bringing people of diverse backgrounds and passions together for societal good. It was a powerful evening where people departed the event pondering how they could be part of Salem’s next great chapter in unity and strength.” 503.
Gienger
Past award winners assemble for a group shot.
The Green Chair Chronicles
Embodying the
Chamber Ethos
with Honest Conversations & Real Connections
Since joining the Chamber staff team in 2022, Jackie Ellerbrock (Director of Operations) has served as a mentor, sounding board, support system, and cheerleader to hundreds of community and Chamber members. So, her Chamber office — decorated with intricate Lego displays and meaningful mementos and gifts from member businesses — has organically become a fun hub and safe space for members to share their stories and successes while seeking connection.
Besides Jackie’s naturally warm, welcoming and comforting disposition, the inviting space has also become therapeutic because of Jackie’s deep-seated green armchairs. Relaxing in those chairs, away from their own offices, Chamber members and friends have felt free to share real, honest conversations, visits which Jackie began documenting with photos and posting to social media as “The Green Chair Chronicles.”
Shortly thereafter, requests to take part in the Chronicles increased as Jackie began scheduling appointments with Chamber members to have a chat in the Green Chair. This led to Jackie creating a new Chamber engagement opportunity in 2024, a quarterly gathering called the Green Chair Chronicles Social, which members register for and attend to network with fellow businesspeople, and have their photo taken in the now famous Green Chair at the Salem Chamber offices.
“The transition to an actual Chamber event happened naturally,” Jackie says. “The themes explored in the Green Chair Chronicles — leadership, resilience, small business challenges, and community engagement — aligned perfectly with what the Chamber represents. It was a chance to take those intimate, meaningful conversations and bring them into a live setting where people could
engage directly, ask questions, and share their own experiences. It’s a testament to how powerful authentic storytelling can be in bringing people together.”
It was not long after hosting the first Green Chair Social that Jackie saw an additional opportunity to make the Green Chair even more inclusive by hosting a separate quarterly event entirely in Spanish. Jackie, who is one of two bilingual Chamber staff members, has often helped greet and welcome Spanish-speaking members of the community to the Chamber family. Her language skills, coupled with her love for creating community, once again led to a natural and logical next step for the Green Chair — and to Jackie and the Chamber team, a necessary one, at that.
“The decision to create a separate version in Spanish came from recognizing the need for more inclusive conversations within the Latino community,” Jackie says. “Salem has a significant Spanishspeaking population, and it was important to provide a space where
Local Contractors Make it Happen
people could engage in these discussions in their primary language. The goal was to ensure that everyone felt seen, heard, and included in the Green Chair Chronicles experience.”
The Green Chair Chronicles didn’t start with a calculated plan or a particular goal in mind. Nevertheless, other organizations and even chambers have reached out in recent years asking about how they might replicate it. While always humble, Jackie credits its growth and success to authenticity and simply exercising one of the core values of the Salem Chamber, which is creating connections and convening people to have real conversations.
“The Green Chair Chronicles has resonated with so many people because it’s real,” Jackie says. “It’s not scripted, polished, or about putting on a show — it’s about honest conversations, shared experiences,
and a willingness to be vulnerable. People connect with authenticity, and that’s what the Green Chair represents. Members often say they want to be part of it because they see the impact it has. It’s an opportunity to share their story, inspire others, and engage in meaningful dialogue.”
Now, every new member that joins the Chamber is asked if they would like to participate in the Green Chair Chronicles, with most embracing the chance to do so. For many in the Chamber family, it’s become an unofficial rite of passage and an introduction to the broader community. As the host, Jackie has discovered her own rewards from inviting so many in the community to sit with her.
“I love seeing those moments when someone realizes their story matters,” Jackie says. “When they open up, find
their voice, and connect with others in a meaningful way — that’s the magic of the Green Chair. It’s a reminder that we all have something valuable to share, and when we do, we create a stronger, more connected community.”
So, where do the Green Chair Chronicles go from here? While Jackie wants to continue to make the events more accessible, inclusive, interactive, and engaging, her core goal for the Green Chair remains the same: “To build community through real, honest conversations that inspire and connect people.”
Will you be the next guest in the Green Chair Chronicles? If you want to schedule a time with Jackie, contact her at jackie@salemchamber.org or check our Events Calendar at salemchamber.org for the next Green Chair Chronicles Social, in either English or Spanish. 503.
White Oak has entered a new chapter under the ownership of Paul Beals and Peter Shanks. With a commitment to quality commercial construction and active community engagement, these two bring decades of leadership experience to WOC.
Salem Chamber Board Member Lucy Escobar and Betsy Vega of Rose City Balloons.
Ellen Yin of the Cubicle to CEO podcast.
Friends around the Green Chair.
Manny Martinez Music
Music has the extraordinary ability to connect, inspire, and transform lives. In the Salem community, Manny Martinez Music is doing just that by sharing the gift of music through performances, private guitar lessons, and community engagement. Founded by Manny Martinez, a talented musician and educator, this venture brings passion and expertise to students and audiences alike.
A Musical Journey Rooted in Passion
Manny Martinez is more than just a musician — he is a mentor, performer, and advocate for musical education. His journey into the world of music began with a deep appreciation for its ability to communicate emotions and bring people together. Over the years, Manny has honed his skills as a guitarist, composer, and educator, building a reputation for excellence in both performance and instruction.
Through Manny Martinez Music, he offers a range of services designed to nurture aspiring musicians while also providing high-quality live music experiences for various events. Whether through personalized lessons or captivating performances, Manny’s mission remains the same: to make music accessible, enjoyable, and meaningful for all.
Expert
Instruction and Unforgettable Performances
Manny Martinez Music stands out for its comprehensive approach to both music education and live performances. Manny’s teaching philosophy is centered on fostering creativity, discipline, and a deep appreciation for music in students of all ages.
Reasons to Reach Out
to Manny Martinez Music:
• Private Guitar Lessons –One-on-one instruction tailored to each student’s skill level and musical interests.
• Live Performances – Available for weddings, corporate events, private parties, and special occasions, delivering an unforgettable musical experience.
• Session Work & Studio Recording
– Providing professional studio recordings and instrumental tracks for artists and productions.
Whether you’re an aspiring guitarist looking for expert guidance or someone seeking the perfect live performance for an event, Manny Martinez Music offers a wealth of expertise and talent.
Birth of Happiness:
A Major Milestone
In addition to his work as an educator and performer, Manny Martinez is also the driving force behind the original rock band Birth of Happiness. The band reached an exciting milestone in February 2024 with the release of its first full-length album. Now available
on all major streaming platforms, the album showcases Manny’s songwriting and musicianship, delivering a dynamic and powerful rock experience. Manny says the band is writing and recording new music in 2025 that will be released on streaming platforms later this year, so stay tuned for more from Birth of Happiness!
Fans of Birth of Happiness can also support the band by purchasing the album or merchandise at birthofhappiness.com
A Commitment to Music and Community
Beyond individual lessons and performances, Manny is deeply involved in the broader musical community, including Manny teaching guitar at Linfield University and the Abiqua School; and with the Manny Martinez Jazz Quartet, which has served as the featured live musical act at events such as the Salem Chamber’s annual First Citizen Awards Banquet for the last few years. He understands the importance of fostering a love for music in younger generations and works to make learning an enjoyable and rewarding experience. His commitment to excellence has not only earned him the admiration of students and audiences but has also made a lasting impact on those he teaches and performs for.
For more information about lessons, performances, or booking inquiries, visit mannymartinezmusic.com
Whether you’re looking to learn, listen, or be inspired, Manny Martinez Music is ready to bring the power of music into your life. 503.
Manny Martinez playing with his rock band, Birth of Happiness.
Early 2025 Events at the Salem Chamber
We’ve kicked off 2025 with a bang! Chamber members and friends have enjoyed a variety of fun activities at many gatherings during the first few months of the year.
Here is just a sampling of what they’ve been up to so far in 2025!
Executive Leadership Council Quarterly Luncheon in January.
Top: Greeeters hosted by Shattered Glass Leadership at The Yard in February. Bottom: City Projects Contractor Forum in January.
Ribbon Cutting Ceremony at Garten Services' DayBreak Program.
Greeters hosted by Goodwill Inustries of the Columbia Willamette.
Chamber Business Women meeting in January.
Terri Axell Mary Kay Cosmetics
Always bringing a positive outlook, a disarming charm, and a warm and welcoming presence into any environment she steps into, Salem Chamber Ambassador Terri Axell has made a life and career out of helping others feel better about themselves.
As a Sales Director with Mary Kay Cosmetics since 1977, Terri’s tagline has been the same since day one: “How old you are is your business. How old you look is my business.” For nearly 50 years, Terri’s work has involved showing her clients what the best versions of themselves can look like, no matter their age. Today, Terri says her clients range from 12 to 99 years of age, including many second and even thirdgeneration members of families she has served since the beginning of her career.
meeting people. There’s nothing like walking into a room full of people you don’t know and trying to feel at ease. When I’m working with a first-time guest or new Chamber member, I try to help them feel at ease and let them know how we do things.”
For Terri, helping newcomers ease into potentially intimidating situations and crowded networking functions has yielded additional benefits, besides the positive feeling of supporting others. She also says her experience as an Ambassador has helped her develop into a more effective and confident leader, turning the concept of ‘lifelong learning’ into a tangible byproduct of her community involvement. “Even the pros never quit learning!” Terri says.
“It gives me great joy to help women feel good about themselves,” Terri says. “That happens when we like what we see looking back at us in the mirror. There’s nothing better to improve your self-esteem and selfconfidence than knowing you look your best.”
It should come as no surprise that Terri takes pride in providing a similar feeling to members of the business community in her role as a Salem Chamber Ambassador. Upon joining the Chamber in 1999, Terri enjoyed making new connections and learning about local businesses, but since becoming an Ambassador, she has discovered an even deeper passion for helping others get the most out of their own experiences within the Salem business community.
“I remember what it was like to be the new kid on the block,” Terri says. “My first time at Greeters was pretty scary, even though I’d had plenty of experience
For more than two decades, Terri has remained an active and present volunteer with the Salem Chamber, including time as First Citizen Awards Banquet Committee Chair, Greeters Chair, and participation in the Christmas Food Basket Program in the early 2000s.
When she is not working with Mary Kay or volunteering her time to serve fellow business owners and employees, Terri enjoys spending time with her two grown children; traveling with her husband of 54 years, John; and reading all kinds of books, from historical fiction to entertaining beach reads.
The next time you see Terri at a Chamber function, be sure to thank her for serving the business community and congratulate her on being named the Ambassador of the Quarter! 503.
