SANTA CLARITA VALLEY
Baseball and Your Business
BY KEN KELLER SCVBJ Contributing Writer
I’m a baseball fan. Opening Day is right around the corner, and I’ve been waiting since last October to see my boys in blue play ball and win back-to-back World Series.
Baseball is a business of talent, putting the best available team of individual players on the field for each play during the season. Businesses can learn from baseball about how to acquire, focus, manage and coach players on their own teams; let me elaborate.
The Goal
MLB teams begin the season with a stated goal. Not every team has the same goal; the A’s (now in Sacramento) had a stated goal to get into the playoffs, following the regular 162-game season. Other teams, such as the Los Angeles Dodgers, expect to win the World Series each year and are greatly disappointed if they do not (as are their fans).
The Standings
As the 162-game season progresses, every stakeholder (players, management, coaching staff, fans, media) sees how the team is doing against the stated goal. This is done through a report called “the standings.” It’s a daily status report. Does your company have one?
The Scoreboard
During each nine-inning game, those same stakeholders can see what is happening by paying attention to “the scoreboard.” This shows how every individual player is performing. This is an ongoing, visible, real time performance evaluation. Goals and scoreboards improve performance. Unfortunately, many businesses do not publicize their goals, internally or externally, because goals do not exist. Scoreboards are a rare sight to see in business. Those that have them, in my opinion, do better than those that do not.
The General Manager’s Role
The title isn’t accurate, as the job isn’t about generally managing the team. Specifically, the GM’s job is to acquire and evaluate talent. This is ongoing; player actions and behaviors are evaluated both
on and off the field.
In baseball and in business, having the right people in the right spot is critical for success. Businesses focus on people when there is a vacancy, performance issues or a disciplinary problem; even then, the business may choose to ignore these issues.
The GM can demote a player to the minor leagues if they need improvement in some aspect of hitting, pitching or fielding. Players have been released from their contracts for off-the-field issues that hurt the team, or simply because they failed to provide enough value to justify their presence on the payroll.
What the Manager Does
The job of the manager is to use the players on the 26-man roster to win baseball games. The manager uses this talent to win games, literally play by play, pitch by pitch, inning by inning, game by game, series by series.
The manager is the tactical leader on the playing field, and his role is to move the players around the field and the batting order to win as many games as possible. He makes the best use of the talent available at that moment.
What Coaches Do
The role of the coach is to maximize the talent of each player in whatever role they play. Teams have pitching, hitting, fielding and base running coaches, all critical for player development on an ongoing basis.
In business, it is assumed that managers can also coach, but managers aren’t usually trained in coaching methods. As a result, employees are often not developed to their potential. Managers and employees would be hard pressed to define what winning is for their employer. So what?
Your business is built on talent; the company wins or loses based on the competency of your team members. How much time is spent in acquiring potential staff members? How much time is spent setting achievable goals and communicating those goals? What kind of scoreboard and standings are available to the “players” on your team? Is winning clearly defined? How much time is invested coaching people to become better? What are you doing to become better as the leader?
One Last Question
Do you have a team or simply a group of people who work for the same organization?
Ken Keller is an executive coach who works with small and midsize B2B company owners, CEOs and entrepreneurs. He facilitates formal top executive peer groups for business expansion, including revenue growth, improved internal efficiencies and greater profitability. Keller’s column reflects his own views and not necessarily those of the SCVBJ. Email: Ken.Keller@strategicadvisoryboards. com.
Snoring Doesn’t Have to be Unstoppable
SBy Patrick Moody Henry Mayo Newhall Hospital
noring is a common sleep problem — and it can be a frustrating one. Whether you snore yourself or you’re affected by someone else sawing logs, there’s good news: Snoring doesn’t have to be unstoppable.
SPEAK UP ABOUT SNORING
If you want to stop snoring, start by talking to your doctor. Snoring —the sound produced by relaxed muscles and tissues in the upper airway vibrating during sleep — has a wide range of causes, from stuffy noses to facial structure. It’s not always a cause for medical concern, but it can be a sign of a serious medical condition, such as sleep apnea.
With sleep apnea, breathing stops and starts several times during sleep. Loud and frequent snoring is more likely to be caused by sleep apnea if you also wake up gasping for air during sleep, have morning headaches or feel very tired during the day.
EIGHT STRATEGIES FOR A SILENT NIGHT
Still snoring? If your doctor has ruled out sleep apnea and other conditions, you still have options. According to the American Academy of Sleep Medicine (AASM) and other experts, some simple changes can help reduce — or even eliminate — snoring.
Try sleeping on your side. People tend to snore more on their backs. Sleeping on your side (or at least with your head to the side) may help prevent the tissues in your throat from relaxing.
Use a nasal strip. These over-the-counter devices stick to the outside of the nose like tape. By lifting the skin of the nose, a nasal strip helps keep the nasal passages open, reducing snoring that›s caused by nasal congestion.
Consider an anti-snoring mouthpiece. You wear this mouthguard-like device while you sleep. Some mouthpieces reposition the lower jaw or the tongue to help prevent airway obstruction and snoring. Your dentist can help you select the right device for you.
Say no to alcohol. Alcohol causes snoring by relaxing the muscles around the upper airway, according to the AASM.
Conquer chronic nasal congestion. If you often have a stuffy nose, tell your doctor.
You might have chronic nasal congestion, which can contribute to snoring. You might need medicines or other treatments to improve a stuffy nose.
If you smoke, quit. Smoking may promote snoring by inflaming the airways. Research shows that quitting can help over time, reports the Sleep Foundation.
Maintain a healthy weight. Excess weight can increase your risk for snoring (and sleep apnea) by causing you to have excess tissue
around the airway. This tissue can make the airway prone to becoming narrow or blocked while you sleep.
Start a singing habit (seriously). Studies suggest that regularly exercising the muscles in your mouth and throat can help reduce snoring.
If your at-home efforts don’t stop your snoring, make sure to let your doctor know. They may suggest additional treatment options.
Homes Coming to Canyon Country, Newhall
DEVELOPING STORIES
BY PERRY SMITH SCV Business Journal Editor
In case you’ve been living under a rock for the last few months, or somewhere far outside The Signal’s delivery network with no WiFi, you likely are already aware of a bit of a commotion going on over pending developments in Newhall.
The talk about another new Newhall Crossings-type project — another upscale condo and retail spread to bookend the Serrano Development Group’s revitalization of Main Street — brought up a lot of interesting aspects of the city’s planning process and the city’s redevelopment.
The first thing that was made abundantly clear was just how much power the members of the City Council have to make deals and bend the city’s staff to their will.
If Santa Clarita Mayor Pro Tem Laurene Weste is able to negotiate a $750,000 payment to the city in order to demolish a historic courthouse, what else might be in store for the neighborhood surrounding Placerita Canyon, or Sand Canyon to the east, Valencia to the west of the toxic donuthole, aka Whittaker Bermite, aka “Sunridge.”
One other complaint that surfaced during the conversation around plans for Main and Market streets is the glacial pace at which Newhall redevelopment has moved.
Robert Younkin is perhaps one of the biggest advocates of the area’s redevelopment as chair of the Old Town Newhall Association. He has purchased
four properties on Main Street, but expressed frustration that the redevelopment of the area is only about 40% complete, even though the city has been trying to build up the area for the last 20 years.
He blamed “a lot of the legacy owners” for the delay because they “won the lottery” when the city came in with redevelopment, but they haven’t really contributed to redevelopment.
The plans that drew the discussion at City Hall would be another big step for the area’s development: a five-story mixed-use building approximately 52 feet in height, for 78 apartment units and 5,300 square feet of commercial floor area.
Metro Walk, a project in Canyon Country that saw its number of units reduced by about 160, is also being talked about at City Hall this month.
The project has gotten a
lot smaller since it was first introduced, almost five years ago, during the pandemic.
The average density of the project then was nearly 25 units per acre, with the maximum allowable at 30 units, a mix of market-rate apartments and townhomes (179), townhomes for sale (150), agequalified apartments (119) and affordable senior apartments (50). A multiuse path touted the project’s future connectivity to the then-unbuilt Metrolink Vista Canyon Station to the east and the Vista Canyon Specific Plan Project to the north.
According to the company that owns the land, building more apartments near Sierra Highway and Lost Canyon Road just wasn’t a good deal for The Atlantis Group.
“It is understood that financing rental apartment construction is not currently feasible and such development is not expected
to return to feasibility for the foreseeable future given current economic conditions,” wrote Jonathan Frankel, vice president of New Urban West, in an October 2023 letter to the city. “Therefore, to deliver housing opportunities in a timely manner, we believe the project must be adjusted to respond to the changes in market conditions that have occurred since the (specific plan) adoption by delivering for-sale attached townhome units in lieu of rental apartments.”
In December 2023, the city allowed a reduction of 161 units. Plans for two four-story buildings with 179 market-rate apartments became 93 forsale townhomes and 119 market-rate senior apartments in a four-story building became 44 for-sale townhomes.
The Newhall plans that drew discussion at City Hall would be another big step for the area’s development: a five-story mixed-use building approximately 52 feet in height, for 78 apartment units and 5,300 square feet of commercial floor area.
Heroes of Color Has a Colorful History
BY MICHAEL PICARELLA Signal Staff Writer
Heroes of Color founder and director David Heredia was doing a Jr. ARTrepreneurs showcase of student art — art on canvas, art on skateboards, art on hats and even sneakers, most of it for sale. In a matter of a couple hours, Heredia said, some students made $500 for their work.
During the show, a parent approached Heredia and gifted him with a thank-you card.
“I read the card, and it says, ‘Your program changed our family dynamic,’” Heredia said during a recent interview. “She said that her daughter normally
See HEROES, page 9
David Heredia won the SCV Chamber of Commerce’s 2024 Business of the Year Award for his work with Heroes of Color. SIGNAL FILE PHOTO
Strengthening Our Economy Through Global Partnerships: Canadian Trade Mission Visits Santa Clarita
2BY ONDRÉ SELTZER PRESIDENT & CEO OF THE SANTA CLARITA VALLEY ECONOMIC DEVELOPMENT CORPORATION
025 marks the 15th anniversary of the Santa Clarita Valley Economic Development Corporation (SCVEDC), celebrating years of dedicated efforts in business attraction, retention, and workforce development that have shaped Santa Clarita Valley (SCV) into one of Los Angeles County’s most economically vibrant regions.
This year’s Annual Report provides a comprehensive look at our impact, the trends shaping our local economy, and the exciting opportunities that lie ahead. Business attraction and retention initiatives led to the creation of 286 additional jobs, exceeding the 2023 figures. Notably, IQVIA finalized a strategic move to Valencia Commerce Center, consolidating 350 employees into a state-of-the-art 134,000-square-foot facility, safeguarding high-paying local jobs amid strong regional competition.
In 2024, we supported Santa Clarita Valley businesses through targeted retention and expansion initiatives, successfully promoting stability and local job growth, demonstrated by numerous ongoing projects. In 2025, we’ll maintain these efforts while reinvigorating attraction and site selection programs, proactively engaging businesses interested in relocating or expanding to enrich our economy.
SCVEDC is currently managing a pipeline comprising 1,890 potential new jobs, reflecting Santa Clarita’s attractiveness driven by a highly skilled workforce, advanced infrastructure, streamlined site selection processes, and exceptional quality of life.
At the heart of a thriving economy is a strong, well-trained workforce. Workforce development remains central to SCVEDC’s mission, with a continued focus on addressing skills gaps in high-demand sectors. Through partnerships with the College of the Canyons (COC) and workforce training programs, such as the High Road Training Partnership (HRTP) and the Employment Training Panel (ETP), SCVEDC
See SCVEDC, page 19
HEROES
Continued from page 12
locks herself in the room, doesn’t talk to anybody. She says, ‘Since she started this program, she comes out of her room, she talks more. She’s actually excited about going back to school, specifically on the days of your program.’”
According to the Heroes of Color website, the education company offers enrichment programs that use art to promote advocacy, entrepreneurship and career readiness. Through the brand, Heredia offers two programs to schools in the William S. Hart Union High School District — the Jr. ARTrepreneurs program, where students learn to turn their artistic talents into a sustainable business, and Animating for Change, where students use animation to tackle social and global issues.
The son of immigrant parents from the Dominican Republic, Heredia was born and raised in Manhattan, New York. He developed a love for drawing early on. He was specifically interested in comics. However, a friend attending New York City College of Technology in advertising created a design for the New York Knicks basketball team that blew Heredia away.
And so, when it came time to go to college, Heredia followed in his friend’s footsteps and went to New York City College of Technology. He earned a degree in advertising there in 1997. But he’d realize that most advertising work was done on computer, and he wanted to draw.
He could fill that need in animated cartoons, and that’s what informed his decision to go back to school, this time to the School of Visual Arts in New York. In 2002, he earned a degree in animation there.
Upon finishing school, Heredia moved to California to get into animation. Over the years, he worked on various projects with Warner Bros., Disney and DC Comics. But he wanted more freedom to create.
In 2011, he sought out freelance animation work through an online marketplace that connected artists with clients. He created an animated short for a particular client, and a few days after sending over the final work, the client reached out to him with a request.
“He says, ‘Hey, I showed your animation
to my boss, and he wants to talk to you,’” Heredia said. “I was like, ‘Tell me when and where, and I’ll be there.’”
The client gave Heredia the meeting details. Unfortunately, the guy didn’t tell him to dress up, and Heredia arrived wearing a T-shirt and ball cap. Everyone else was wearing a suit.
“I’m like, a little heads up,” Heredia said. “I walked in, I was feeling a certain way, and his boss is like, ‘I saw your animation, thought it was great. We partnered with LAUSD (Los Angeles Unified School District) and with Apple because we’re trying to replace textbooks with iPads.’ They wanted the learning to happen on the iPad.”
That was how Heredia came to partner with Pearson, the education company that provides instructional materials for students and educators. What the company wanted from Heredia was a series of short instructional animated videos to use in L.A. Unified schools.
He was very interested in doing the job, and he felt he was more than capable of doing it. But Pearson needed 300 animated videos, and they needed them by the end of the year. Heredia was a oneman animation operation, which meant he might not be capable of producing that much content in that short amount of time.
Perhaps seeing his hesitation, they asked Heredia if the request was feasible.
“I just had my first child,” Heredia said. “There was no way in the world I could do this. But I recognized an opportunity, and I’d just finished reading a book by Richard Branson, and so it was fresh in my mind — something he said about getting the job first and figuring it out later.”
And so, when Heredia was asked if he could do it — if he had “the bandwidth” to do the work — Heredia responded, “Absolutely. We’re ready to go.”
Heredia left the meeting with his head held high. At home, he went into a full panic. He asked his wife to tell him why he agreed to the job. He knew he didn’t have the space to do the work, nor did he have the staff. But his wife encouraged him to seize the opportunity.
Heredia put together a quote, asking for enough money to get office space, equipment and staff. He said he was asking for a hefty sum of money and 50% up front to get started. He thought the request was a bit unreasonable.
“I sent him the invoice,” Heredia said. “He paid it that same day. The whole amount. And now I’ve got to do this.”
Heredia did it.
But that wouldn’t be the only time he’d commit to something he felt he didn’t have “the bandwidth” to accomplish. He had a similar experience with Scholastic, the children’s book publisher and distributor.
See HEREDIA, page 17
Creator David Heredia used books from the Valencia library as he researches historical figues for his video project “Heros of Color.” SIGNAL FILE PHOTO
We’re thrilled to invite you to join us in celebrating the exciting new businesses opening in our community! Each grand opening is not just a milestone for these businesses but also a chance for all of us to come together and support our local economy.
From marking special occasions to recognizing remarkable achievements, we feel honored to share in your celebrations. Our grand opening and ribbon-cutting events are FREE and open to everyone to attend! It’s a wonderful opportunity to connect with fellow community members, meet the passionate individuals behind these new ventures, and explore what they have to offer.
Let’s show our support and make these celebrations unforgettable! Bring your friends and family, and let’s celebrate the growth and vibrancy of our community together. We can’t wait to see you there!
Congratulations to Beyond Harmony Medical Spa & Luxury Aesthetics on your grand opening in March. Go visit them at 25269 The Old Road, Suite L, Stevenson Ranch. Thank you to everyone who came out to celebrate and support them. Photo credit: Joie de
Congratulations to Beyond Harmony Medical Spa & Luxury Aesthetics Founder and CEO, Christy Powers on your grand opening. Find out more at www.beyondharmony.com. Photo credit: Joie de
Celebrating SCV Businesses
Hurst, Field Representative for
and
Isabell Yaralian, Assistant Field Deputy for LA County Supervisor Kathryn Barger congratulates Christy Powers, Founder and CEO of Beyond Harmony Medical Spa & Luxury Aesthetics on her grand opening. Photo credit: Joie de Vivre Photographie
Whether you’re launching a brand-new business or celebrating an important anniversary, we’d love to celebrate you with a memorable ribbon cutting ceremony.
This is the perfect opportunity to showcase your business, connect with fellow entrepreneurs, and celebrate your hard work and success.
Email us at hello@scvchamber.com to learn more about how we can assist in organizing your ribbon cutting or grand opening.
Vivre Photographie
Vivre Photographie
Shannon
Congressman George Whitesides, congratulates Christy Powers, Founder
CEO of Beyond Harmony Medical Spa & Luxury Aesthetics on her grand opening. Photo credit: Joie de Vivre Photographie
Celebrating SCV Businesses
EVENTS APRIL GRAND OPENINGS
We invite you to join us for an exciting and dynamic evening at our April Business After Hours Mixer at Sand Canyon Country Club! This is more than just a networking event—it’s an opportunity to engage with fellow business owners, leaders, and community members in a relaxed and welcoming setting. By participating, you’ll not only expand your professional network, but you’ll also help strengthen the local business community and drive collaboration that leads to success for all. Our chamber thrives because of active, involved members like you, and your presence at this event is a chance to contribute to that collective growth. Share ideas, discuss challenges, and explore new opportunities to grow your business while building lasting relationships. This is an evening of community, connection, and involvement—essential ingredients for a prosperous future. Don’t miss the chance to be part of something bigger and make an impact in the business community. We can’t wait to see you there!
To view our full calendar and event details go to www.SCVChamber.com or scan the QR Code to the right.
Attending a Grand Opening is the perfect way to connect with your neighbors, network with other local professionals, and discover the exciting new businesses that are setting up in the Santa Clarita Valley.
We invite you to the below grand openings, where we’ll be celebrating the launch of these new businesses in our community! Always Free and open to everyone, so mark your calendars and come show your support for the entrepreneurs who are shaping our local landscape.
Bring your friends, family, and colleagues! Let’s show our collective support for the local entrepreneurs who are fueling the future of our community.
A Few Thoughts on Rewarding Workers
BY PAUL BUTLER SCVBJ Contributing Writer
My brother-in-law is a sales director for a large global organization, and he shared with me an incentive program they operate within his business. They use an acrostic called “the ABCDs,” which stands for “Above and Beyond the Call of Duty.”
The senior leaders of the company are empowered to reward employees who go the extra mile in their work by giving cash rewards during the next payroll run.
I have mixed feelings about such a reward scheme.
On one hand, I think this can be an effective way of amplifying a job well done. I’m no psychologist, but they often say, “What you reward gets repeated.” I’m also no animal-behavior specialist, but I’ve observed that when we reward our little dog with a treat for sitting down, lying down or giving us a doggie highfive on demand, she wants to do it again and again.
However, I wonder if there are downsides to such reward schemes. Do other employees resent their one colleague being rewarded and recognized when it was really a team effort? Can everyone get a doggie treat? By applauding the work of one, does it cause discord within the team?
I remember when Henry, our son, was very little, and we were walking on Santa Monica Pier. We came across an old fisherman carrying a bucket of crabs with no lid to contain them. Henry asked the weathered old man if he ever worried the crabs would climb out and run away. “Oh no, not really,” he replied. “See, what happens is, if one climbs up too high, the others just pull him down.”
Therein lies the challenge of the human condition in the workplace: If one person begins to climb too high, others are likely to pull him or her down. I call this a “Ph.D. culture,” and we’ve seen it so often within organizations — “Pull him or her down.” People can often be jealous of a colleague’s success and become envious of what that person has. A word we
rarely hear nowadays for this blot on the human heart is “covertness” — wanting what someone else has and maybe even hating them for having it.
You see, organizations are a collection of interdependent teams working together to serve their customers. Teams, by default, are a collection of individuals working toward a common goal. My observation about the human condition in the workplace is that we must be careful not to celebrate individual performance at the detriment of the team or the overall organizational result.
If we celebrate the “I” in people, we shouldn’t be surprised to see fewer “We’s.” The number of times we’ve been brought in to build up teamwork only to find the root of the problem lies in the reward mechanism is staggering. We’re trying to build a mindset of “Us” and “Together,” whereas the HR department has allowed a doggie-treat mechanism that rewards “Me, Myself and I.” Can you see the dichotomy?
I can also think of many fine people whose work ethic is exemplary every day — their normal mode of operation is “Above and Beyond the Call of Duty” (the ABCDs). These people seem to be driven by some internal force. You could
say a spirit within them calls them to do everything to the best of their ability, regardless of external stimuli. I have witnessed how these humble men and women can be embarrassed by doggie treats. They don’t understand why they’re being given such accolades and would work at this level of excellence regardless of a little extra sprinkle on top of their paycheck.
In summary, I am broadly of the opinion that each and every employee should be able to earn a bonus over and beyond his or her basic paycheck for a job well done. I just think we have to be careful not to reward an individual when it was really the team’s effort, as they may get dragged down in the bucket, so to speak. We also shouldn’t be surprised to see some people work every day at the level of an ABCD anyway, because they know who their Master is, and He has the best and longest-lasting treats
Paul Butler is a Santa Clarita resident and a client partner with Newleaf Training and Development of Valencia (newleaftd.com). For questions or comments, email Butler at paul.butler@newleaftd. com.
‘Homeowner Alert’ Can Help Prevent Fraud
BY JEFF PRANG Los Angeles County Assessor
I’d like to remind readers this time about Homeowner Alert, an innovative program designed to help property owners stay informed of key activity on their property — within 48 hours — through email notifications.
Launched last year, Homeowner Alert is an extension of Los Angeles County’s existing Fraud Notification Program, which notifies property owners of recorded activity on their property. By registering an email address, owners will receive prompt alerts whenever a foreclosure, title transfer, or mortgage is recorded with the Los Angeles County RegistrarRecorder/County Clerk’s office. This timely notification provides an early warning of potential real estate fraud, such as a fraudulently recorded deed. This program is a collaborative effort between my office, the County RegistrarRecorder/County Clerk, and the County Department of Consumer and Business Affairs. Property owners can register at assessor.lacounty.gov/news-information/ enotification.
Previously, the Registrar-Recorder/ County Clerk’s office mailed notifications within 30 days after a Grant Deed, Quitclaim Deed, or Deed of Trust was recorded. Notices regarding foreclosure, such as a Notice of Default or Notice of Sale, were mailed within five days. With Homeowner Alert, owners now receive an email notification within 48 hours — offering a faster and more convenient way to stay informed while still receiving traditional mail notices.
Dean C. Logan, Los Angeles County Registrar-Recorder/County Clerk, praised the program, noting that prompt digital notifications empower homeowners to take immediate action if needed to protect their property from fraudulent activity.
To enroll, homeowners can create a profile at assessor.lacounty.gov/newsinformation/enotification.
If you have questions about a notification or suspect fraudulent activity, contact the Department of Consumer and
Enhanced Homeowner Notification Program
This Los Angeles County program gives you a chance to review real estate documents to protect you from fraud and protect your home from a foreclosure.
Business Affairs at (800) 593-8222 or email homehelp@dcba.lacounty.gov.
These enhancements are part of our commitment to modernizing services and improving accessibility for property owners. Our office is also encouraging property owners, including those impacted by the wildfires, to register for a personal e-Service account associated with their property on our website.
By registering a personal and confidential account, property owners can keep the Assessor’s Office informed of their contact information and access the status of Homeowners’ Exemption claims and Change of Mailing Address Requests they have submitted. Without updated contact information, the Assessor’s Office will be forced to rely on the mail-
ing address for a property, which may have been destroyed in the fire. Property owners can create an account on the Assessor’s website under “My Account.”
Additionally, with an e-Service account, property owners no longer need to rely solely on traditional mail, phone calls, or in-person visits, although those options remain available and useful. Instead, they can access services instantly via their email-linked account.
For more information about the Assessor’s Office and its tax-saving programs, visit assessor.lacounty.gov. Prang leads the largest local public property assessment agency in the nation. His office of about 1,400 appraisers and support staff work to create an accurate and timely property Assessment Roll.
©ADOBE STOCK
Market Prices Dip as Inventory Rises
BY DAVID WALKER For the SCV Business Journal
The median price of homes and condominiums that changed owners during February in the Santa Clarita Valley fell 3% from a year ago while active listings of both categories increased dramatically, the Southland Regional Association of REALTORS® reported today.
The 440 active listings of single-family homes at the end of February increased 49.2% from a year ago. Similarly, condominium active listings surged to 210, up 52.2% over the 138 condo listings reported in February 2024.
It was the largest condo inventory going back to at least 2019. The median price of single-family homes that changed owners during February was $849,000, down 3.9% from a year ago and below the record high set in March of $910,000. The condominium median price of $530,000 was down 2.8%. The condo record of $645,000 was set in June.’’
The income needed to qualify for an 80% mortgage of $424,000 came in at $138,911 — down 5.5% from a year ago.
The Federal Housing Finance Agency reported the national average interest rate for February at 6.59%, which was down from the February 2024 average at 6.94%. “While down from a year ago, interest rates remain too high for many folks hoping to buy a home,” said Anthony Bedgood, president of the 10,000-member Southland Regional Association of Realtors.
“Plus, there’s a cloud hanging over the economy due to the recent devastating wildfires and uncertainty about how the new national administration’s policies will impact housing and affordability,” he added. “Yet, we’re also seeing an increase in active listings along with signs that the traditional spring homebuying season is getting underway.”
Local Realtors assisted a total of 115 home closed escrows plus 33 condominium sales. Both totals were down from a year ago: 19.8% and 23.3%, respectively.
“Listings are rising, and sales likely will, too, partly because sellers and buyers are recognizing, they are finally accept-
Info Box
Santa Clarita home, condo listings in January were up 49% and 52%, respectively
Inventory of homes and condos represented a 4.4-month supply at the pace of sales
Pending sales — measure of future activity — totaled 147 homes,condos: down 34%
ing, that the days of 3% interest rates are simply unlikely to return,” said Valerie Biletsky, SRAR’s CEO. “As a result, more sellers are listing their home, and more buyers are jumping into the market.”
The average number of days on the market for home and condo listings was 50 days in February, which was up 15 days from a year ago. Pending sales, a measure of future closed escrow activity, came in at 147 pendings.
That was down 34% from a year ago. SRAR’s Income-to-Loan guide for Janu-
ary found that an income of $219,461 was needed to qualify for an 80% loan of $679,000 on a Santa Clarita Valley median-priced home of $849,000. With the national average interest rate of 6.59%, which was down from a year ago, the income needed to qualify fell 2.3%. The monthly PITI — principle, interest, taxes and insurance payments — would come to $5,487.
L.A. County Assessor Jeffrey Prang also sent out an alert for homeowners rebuilding their property after the fire, which was shared by the SRAR.
Prang emphasized that county programs allowing property owners to rebuild to 110% do not exempt the additional square footage from property assessment and the accompanying property taxes. The city and county programs that allow a structure to be rebuilt to 110% are intended to expedite the permitting process. However, current property tax-relief laws do not exempt that additional size from assessment.
Chartered by the National Association of Realtors in 1920, the SRAR is the voice for real estate in San Fernando and Santa Clarita valleys. With nearly 11,000 members, SRAR serves as a trusted resource and partner to the real estate profession and the community at large.
This artist’s rendering shows the new homes being planned for east of Lost Canyon Road in Canyon Country. COURTESY NEW URBAN WEST
HEREDIA
Continued from page 9
It started with an idea for an animated series. That idea came in 2015, when his daughter was in kindergarten. Kids were calling her ugly because she had dark skin and an afro.
“What I did was I started drawing characters — cartoon characters with dark skin and an afro,” Heredia said. “I’d hang them up in her room. I wanted to normalize her seeing herself. That was the basis of the ‘Little Heroes of Color’ book.”
He imagined those little heroes — characters of different colors, different backgrounds — in an animated series. He’d create a few episodes of the series for himself. He said the series wasn’t intended to be monetized. He just wanted to see them realized. He’d get the opportunity to pitch the idea in a what-if setting. A friend of his invited him to a conference called PTTOW!, an invite-only member network for entrepreneurs. It was an opportunity for Heredia to meet others. Little did he know he’d get the chance to pitch his series.
Once inside, Heredia chose to take part in a poetry writing and spoken word workshop.
“Now, I don’t know how to write poetry,” Heredia said, “but the instructor was like, ‘OK, I want everybody to write a short poem on a business idea that you want to launch, but write it as if you’ve already launched it and it already exists.’”
Heredia wrote and spoke about his “Heroes of Color” animated series. Afterward, a woman approached him and expressed how much she loved his idea. She asked for details.
The two of them eventually exchanged business cards and the woman noticed the cartoon character on Heredia’s card. She told him it looked like a character from a children’s book.
This woman, Heredia learned, knew someone at Scholastic, and she asked if he had the bandwidth to create a “Heroes of Color” book.
“This is the second time I lied,” Heredia said. “I said, ‘It’s funny you should say that. Yes, I’m actually working on a children’s book.’ So, she tells me, ‘Send me your manuscript. I have a good friend of mine who I think will absolutely love this.’”
The creation of the series came from a yearslong creative process that included feedback from his two kids. His daughter was actually the first one to point out that Heredia’s first draft disproportionately represented male characters, which prompted Heredia to create a more balanced list of “Heroes,” which contains 25 men and 25 women. SIGNAL FILE PHOTO
The “someone” this woman knew was the vice president of Scholastic.
Heredia went home and got to work on a manuscript. He researched heroes of color — important historical figures from around the world. He found over 150 different people, including military heroes, activists and artists, from the likes of Toussaint Louverture, the leader of the Haitian Revolution, to Justice Sonia Sotomayor, the first Supreme Court Justice from Puerto Rico.
Unfortunately, Scholastic rejected Heredia’s pitch. However, sometime later, in 2018, Heredia and his Heroes of Color would gain attention during the Black Comic Book Festival at the Schomburg Center in New York. He got the opportunity to speak at the event, and as a result, got media attention before and after.
Wanting to take advantage of this momentum shift, Heredia called a mentor friend and asked what he should do.
“He said, ‘Call Scholastic. Don’t rub it in their face but rub it in their face. Let them know what you’ve been up to, and see how they respond,’” Heredia said. “So, I reach out to Scholastic, and I say, ‘I just wanted to show you what I’ve been up to the last two months.’”
Scholastic must’ve been impressed.
They asked for a manuscript. Heredia sent over the same one he’d sent before. This time, though, they accepted it, and the result was “Little Heroes of Color,” a book that profiled 50 trailblazers from a range of races and ethnicities.
Still, Heredia saw further potential for Heroes of Color. In August of 2022, during a Santa Clarita Valley Chamber of Commerce Black Business Council event, he got the opportunity to speak about what he was doing to the group in attendance. Among those in the room was Ira Rounsaville, a social worker who leads the “promotion of positive culture and climate” for the William S. Hart Union High School District.
“I shared those two stories about Scholastic and Pearson,” Heredia said, “and how I’d started to get into the habit of agreeing to projects that I wasn’t prepared to take on but that I knew I was fully capable of doing. The ongoing joke was: Ira raised his hand, and he said, ‘I’d love to explore bringing some of your enrichment programs to the Hart School District. Do you have the “bandwidth” to take it on?’ Everybody starts laughing.” And just like he’d responded to Pearson and Scholastic — telling them he was
Castaic Proprietors Voice Concerns Over Street Vending
BY PERRY SMITH Signal Senior Staff Writer
Frustrated Castaic Road business owners, some saying they were a few more bad months away from going out of business, aired their grievances Thursday, March 28, at the Castaic Library during a county-hosted meeting with public agencies involved in street-vending oversight.
A half-dozen California Highway Patrol officers, a handful of sheriff’s deputies and representatives for L.A. County Public Health, Public Works and 5th District Supervisor Kathryn Barger were there to share and hear concerns about the situation.
On the problem, attendees in the library’s community room seemed to agree: Many unlicensed street sellers are now operating with impunity thanks to a pair of Senate bills, 946 and 972, which were intended to decriminalize the industry.
James Dragan, the Environmental Health Services manager for L.A. County who oversees street-vending regulation, said one of the unintended consequences of the efforts to legalize street vendors is that language meant to address merchandise in the county’s code is being interpreted to include food.
That’s not the intention of the law’s
L.A. County Environmental Health Services
Manager James Dragan speaks at the countyhosted meeting focused on community grievances about street vending. PHOTO BY PERRY SMITH / THE SIGNAL
language, Dragan said, but the challenge food inspectors are running up against, which was shared by the officers in the room, is that there’s little recourse when violations occur.
Dragan shared data to indicate how the problems for storefront owners were growing: During the previous fiscal year ending June 30, there were 1,547 completed complaint inspections. There have been 1,334 this year with more than three months left.
Deputy Mike Noyola, the Crime Prevention Unit leader for the Castaic region, said the deputies are staying on top of the issue as much as they can, but when citations are issued, they’re often inconsequential.
Even when they seize something, which
can happen when no one claims ownership of a vending cart, the support and resources behind some of the larger street-vending operations mean another is likely to pop right back up in its place.
Deputies’ efforts are continuous, he said, but he didn’t have confidence that the street carts they address one day wouldn’t be back the next unless there’s a criminal enforcement mechanism.
One longtime 7-Eleven franchisee, who did not share his name, said he would be willing to share his financial statements to prove how bad the vendors are hurting store owners. He said that, one month, he made about $500.
Another franchisee said he might as well tell his landlord he’s going to sell food from a cart in front of his business if people can sell food on the land he rents without paying.
One resident asked if the budget for the agency that handles street vending has been increased in the past couple of years to deal with the growing problem. It had not, officials said.
However, Stephanie English, a liaison for Barger, said there’s not much that can be done until there are more teeth to the legislation. She said she would ask the county to look at the possibility for more enforcement.
English said the business owners have
See VENDORS, page 19
Economic DEvElopmEnt corporation
26455 Rockwell Canyon Road | UCEN 263 | Santa Clarita, CA 91355 | (661) 288-4400 | www.scvedc.org
Watch **CA employment data for January is not available until March 14, due to the annual benchmarking process on labor data.
Continued from page 8
helps businesses access qualified talent. We’ve continued to collaborate on hosting annual community-wide job fairs, connecting employers with top talent. These initiatives, along with free job platforms like LiveWorkSCV.com, are designed to proactively support skills enhancement and prepare the local workforce for the future of work. SCVEDC further engages the community through annual events, such as the Economic Outlook Forecast conference. The 2024 conference featured insights from renowned economist Dr. Mark Schniepp and keynote speaker Lori Greiner, a celebrated entrepreneur and investor from ABC’s Shark Tank. The event notably included 90 students from William S. Hart High School District, sponsored by the Baker Family such as monthly Econowatch and quarterly Economic Snapshots, along with accompanying podcasts, continue to provide essential insights into employment trends, household incomes, real estate market dynamics,
and broader economic indicators, serving as critical resources for local businesses and stakeholders.
The success of Santa Clarita Valley’s economy would not be possible without strong collaboration between the public and private sectors. Looking ahead,
SCVEDC remains steadfast in its commitment to fostering business growth, promoting workforce excellence, and collaborating closely with city, county, and community leaders to sustain the SCV’s thriving economy. As Santa Clarita Valley continues to grow, SCVEDC’s efforts today will shape regional prosperity for decades to come.
To learn more about the SCV economy and see our full 2024 Annual Report, visit: https://www.scvedc.org/ blog/2024-scvedc-annual-report.
VENDORS
Continued from previous page.
Barger’s support, which is why she called the meeting.
At one point, she described the county’s current strategy as focused on targeting the larger operations that use smaller street vendors like replaceable pawns. That’s where they’re having some success, she said, likening the strategy to the nation’s war on drugs policy.
“They’re trying to cut it off at the root cause,” she said. “If you stop the drugs from coming in, people will stop dying of drugs, dying from overdoses. If you stop the vendors for the cartels from producing and distributing, then it’ll stop the illegal vending.”
Andrea Rosenthal, who was there representing the office of Assemblywoman Pilar Schiavo, D-Chatsworth, said she would relay the need for more enforcement resources and the concerns over the unintended consequences to Sacramento.
COLORS
Continued from page 17
ready to go when he was not — Heredia said, “Absolutely. I’m ready. I have my team in order.”
The group, knowing the joke, laughed. But Rounsaville really did want a proposal. Heredia would oblige.
Since then, Heredia and his team of industry professionals have been going out to five schools at a time during 8-week intervals to teach students in the program the technical aspects of art, their lived experiences, and marketing techniques and methods that would attract clients.
According to Rounsaville, the program was just what he was looking for.
“My goal is to help our campuses be kind, respectful and inclusive,” he said during a recent telephone interview, adding that Heroes of Color provided exactly that.
As a bonus, Rounsaville said, the program also teaches students to utilize skills they possessed and how to monetize those skills. But even if students don’t end up using their art to start a business, Rounsaville said the program has improved students’ self-esteem.
Take, for example, the girl whose mom wrote Heredia that thank-you card. Lia Becks, who’s currently a sophomore at Castaic High School, was a very intro-
verted kid, said her mom, Crystal Becks. During the COVID-19 pandemic, it was really hard to get Lia out.
“She started high school very shortly after COVID, and it was a hard transition,” Becks said during a telephone interview. “Then she was invited into the (Heroes of Color) program, and it’s been life-changing for her. She became more confident. There was kind of a spark in her, and she’s got this huge drive toward art now. She wants to go to art school, she’s more social, more chatty and more comfortable talking to people. It’s been an interesting sort of metamorphosis.”
Lia draws and paints. According to her mom, Lia wouldn’t ever share her work before Heroes of Color. Now she shares her art on social media and has sold many pieces. She’s extremely driven and in such a positive place in life, Becks said.
According to Rounsaville, Lia is one of many students to respond to Heroes of Color in that way. Rounsaville has also seen improvements in student behavior, attendance and school engagement.
“It gives them a freedom and a confidence that I was hoping for,” he said. “To see it manifest, and to see that level of excitement and involvement has been
super refreshing.”
Heredia is more than proud of the work he’s doing with Heroes of Color, which, in February, won the SCV Chamber of Commerce’s 2024 Business of the Year Award. The brand has gone beyond what he ever imagined, he said. Still, he continues to grow the program. He’s currently building a monthly virtual workshop series for freelancers and designers to further develop their skillsets.
Of course, there’s also the upcoming Heroes of Color Junior ARTrepreneurs art exhibition that Heredia is more than thrilled to talk about. It’s set to take place between 6 and 8 p.m. April 23 at The Centre in Saugus. Students from Canyon High School, Valencia High, Golden Valley High, Sierra Vista Junior High School and Arroyo Seco Junior High School will be selling their custom artwork for customers to take home and/or place a custom order.
Asked if he had the bandwidth to take it all in — all that he’s accomplished and all that’s going on, Heredia said, as if on cue, “Absolutely.”
For more information about the event and Heroes of Color, go to HeroesOfColor.com.
During a 2022 Santa Clarita Valley Chamber of Commerce Black Business Council event, he got the opportunity to speak about what he was doing to the group in attendance. At that event, Ira Rounsaville, a social worker who leads the “promotion of positive culture and climate” for the William S. Hart Union High School District, was impressed. That was the beginning of a partnership with the school district. COURTESY PHOTO
David Heredia talks with students at Placerita Junior High School in March, 2025. PHOTO COURTESY OF DAVID HEREDIA
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Santa Clarita Stock Average
Santa Clarita Stock Average Santa Clarita stock Average Below you will find a list of local Santa Clarita-based or prominent Santa Clarita companies used for our averages. Each month we will take the average of all these stocks and show that number. Tracking that number from month to month will give you a window into how our local company’s stocks are performing. Last month, the index was 4,527.02 and the average
For an average share price of $ 133.28.
was $152.05 This month the
