Tam032715 by Alexis Muellner

bi zw om en

A SUPPLEMENT HONORING

2015 MENTORING MONDAY | MARCH

NALS THE BUSIN ESS JOUR

Mentoring Monday Read the stories of women transforming business

FROM LULULEMON TO LUVO How Christine Day is transforming her next brand

INSIDE THIS WEEK TS DEFININ G MOMEN IN THE EVOLUT ION OF S’WELL PAGE 8

FLORIDA’S BUSIEST AIRPORTS

S 5 MARKET ING EXPERT TO FOLLOW ON TWITTER PAGE 13

THE POWER OF SOCIAL ING GOOD IN MARKET TO MILLEN NIALS PAGE 14

26 EXECUTIVE FILES

COVER STORY

MOVIN’ ON UP Downtown Tampa is on the cusp of an apartment construction boom. But it’s still behind competitor cities. STORY BY ASHLEY GURBAL KRITZER, 4

RECRUITING TAKES PATIENCE Sometimes it’s harder to draw employees from Brandon than from Boston. SEAN BELANGER, 33 SPONSORED BY:

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SPECIAL REPORT: BUSINESS OF LAW

SO MUCH AT STEAK

Managing partners talk hiring, trends

Bloomin’ Brands is dramatically expanding its digital presence to make way for online ordering and payment.

16 @ 16 Tampa Bay area businesswomen answer this one question: “What advice would you give your 16-yearold self?” SPECIAL SECTION, PAGE 24

RETAIL

A grocery store for the urban core? Grocery more likely as downtown Tampa becomes a neighborhood and more than just a business district. ASHLEY GURBAL KRITZER, 6

Imagine yourself a fly on the wall in a room full of 13 managing partners and executives from Tampa Bay’s largest law firms. ROUNDTABLE, 8

Top Corporate Counsel Awards Bankers Financial Corp., Tech Data, H. Lee Moffitt Cancer Center & Research Institute and others are among the 2015 winners. PAGE 12

TAMPA BAY BUSINESS JOURNAL March 27, 2015 Vol. 35, No. 14, $4.00 4890 W. Kennedy Blvd. Suite 850 Tampa, FL 33609

PAGE 23

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READERS GUIDE R PEOPLE

IN THE ISSUE

ABC

Azorin, Maruchi............... 25 Belanger, Sean................. 33 Benjamin, Trimeka........... 25 Blackburn, Susan............. 24 Buchanan, Tom.................. 9 Buckhorn, Bob................4, 6 Burdick, Christine.............. 5 Campos, Lissette.............. 25 Coleman, Greg................... 9 Conn, David....................... 6 Courtois, Patricia............. 25

DEF

Doney, David..................... 9 Erhardt, Bruce................... 5 Esquivel, Julio................... 9 Everett, Anthony............... 6 Ferenc, Maryann................ 7 Fisher, Rob........................ 6

GHI

Garcia, Ignacio................. 14 Granade, Shelton............... 5 Gray, David...................... 33 Gray, Steve........................ 7 Hicks, Brenda Dohring...... 25 Hitchcock, David................ 7 Huie, Patricia................... 18

JKL

Johnson, Jack.................. 33 Katz, Scott........................ 9 Kennedy, Patrick...........9, 11 Kimbro, Brad..................8, 9 Kucera, Danielle............... 24

R COMPANIES ABC

Accell Audit & Compliance PA................................ 24 Aicent............................... 7 Akerman LLP..................... 9 Amalie Arena..................... 6 Association of Corporate Counsel........................ 14 Avvo............................... 11 Bankers Financial Corp..... 14 Bern’s............................... 7 Billing Services Group........ 7 Boston Red Sox.................. 3 Buchanan Ingersoll & RooneyPC....................... 9 Buddy Brew....................... 7 Burr & Forman..............9, 10 Butler Pappas.................... 9 C-Suite Communications.. 25 Carlton Fields Jorden Burt.. 9 The Carlyle Group.............. 7 Carter........................3, 4, 5 CBRE Group Inc...............5, 6 Circa Music........................ 3 Company Man Studios........ 3 Cushman & Wakefield of Florida Inc...................... 5

DEF

Daktronics......................... 3 Datz.................................. 7 The Dohring Group........... 24 Finn Law Group PA............. 9 Florida Bar........................ 9 Franklin Street............4, 5, 6 Freedom Bank.................. 24

GHI

Greenberg Traurig.............. 9 H. Lee Moffitt Cancer Center & Research Institute Inc..18 Hablo Taco........................ 6 Hill Ward Henderson.......... 9 Hillsborough County Commission.................. 25 Holland & Knight............... 9 Holy Hog BBQ.................... 7 Intelident Solutions LLC... 18 Irish 31............................. 7

JKL

JV Concessions.................. 7 Kforce............................... 3 Kinderhook Partners LLC.. 33 LegalZoom...................... 11

MNO

Macfarlane Ferguson & McMullen.................... 9

R COMING

R CONTACT

Lanahan, Marty................ 24 Lawman, Patricia............. 25 Long, Christine................ 24

IF WALMART IMPROVED THE QUALITY OF ITS GROCERIES, WOULD YOU SHOP THERE INSTEAD OF PUBLIX?

MNO

Maxey, Brittany............... 25 McCormick, Suzanne........ 24 McGuinness, Brian............. 7 McNally, Conor.................. 5 Murman, Sandra.............. 25 Murphy, Mindy................. 25

PQR

Peterson, T. Cole.............. 18 Plasencia, Lou.................... 7 Raymond, Darcy................ 3 Robbins, Jim...................... 9 Rosen, A. Matthew........... 19

STU

Sasso, Gary........................ 9 Schifino, William Jr............ 9 Shimberg, Jim................... 6 Tiisler, Rob........................ 3 Tomassi, Marie................... 9 Tomlin, Holly................... 24 Torra, Richard.................. 14

VWXYZ

Vaughn, Renee................. 24 Vetter, David................... 16 Vinik, Jeff...................4, 6, 7 Watson, Ansley Jr............... 9 Weinstein, David................ 9 West, Brian........................ 6 Wright, Andrew................. 6

IN THE ISSUE Mach................................. 7 Major League Baseball........ 3 Maxey Law Offices........... 25 Metropolitan Ministries.... 24 Mise en Place..................... 7 Morphogenesis Inc........... 25 Ogletree & Deakins Nash Smoak & Stewart.......... 14 OrangeTheory - fresh ideas.................. 25

Now surveying for:

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STU

Salt Rock Grill.................... 7 Salvation Army of Pinellas County......................... 14 Shumaker Loop & Kendrick. 9 Spring of Tampa Bay Inc... 25 Starwood Hotels and Resorts Worldwide...................... 7 Strategic Property Partners......................... 6 Stratus Video Interpreting.................. 33 Syniverse.......................... 7 Tampa Bay Brewing Co....... 7 Tampa Bay Lightning.......4, 6 Tampa Bay Rays................. 3 Tampa Downtown Partnership..................4, 5 Tampa International Airport........................... 7 Tech Data Corp................ 16 Tomlin Staffing................ 24 TPA Hospitality Partners..... 7 Trenam Kemker................. 9 Ulele................................. 7 United Way Suncoast........ 24 University of Florida......... 16

VWXYZ

VeriSign Inc....................... 7 Villa Rosa Distinctive Linens.......................... 25 Virginia Tech University.... 33 Wenstrom Communications.3 WFTS TV ABC Action News.25 Williams Consulting Group.24 Wireless Solutions International.................. 7 ZVRS............................... 33

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PQR

Pane Rustica...................... 7 Paradyne Networks.......... 33 Philadelphia Phillies........... 3 Piquant............................. 7 The Plasencia Group........... 7 Publix Super Markets Inc.... 6 Regions Bank................... 24 RocketLawyer.................. 11

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4890 W. Kennedy Blvd., Suite 850 Tampa, FL 33609 813-873-8225 (phone); 813-876-1827 (fax) THE TAMPA BAY BUSINESS JOURNAL (USPS# 575-510) (ISSN 1548-0461) is published weekly, except semi-weekly last week in December by Tampa Bay Business Journal, 4890 W Kennedy Blvd Ste 850, Tampa FL 33609-1880. 53rd issue sold separately at $75; $104 for one year (53 issues); $198 for two years (106 issues) $208 for three years (159 issues). Periodicals postage paid at Tampa, Fla. POSTMASTER: Send address change to: Tampa Bay Business Journal 4890 W. Kennedy Blvd., Suite 850, Tampa, FL 33609. Copyright 2015, all rights reserved. Reprints by permission only.

MARCH 27, 2015

ALEXIS MUELLNER I AMUELLNER@BIZJOURNALS.COM

813-342-2472

Alexis is the Editor of the Tampa Bay Business Journal

@ALEXISTBBJ R TOP

TAKING IT IN

Scrappy play extends to Rays’ marketing

or seven years running, it’s an annual event. In mid-March, the Tampa Bay Rays invite me down to their boardroom for a private reveal the new season’s marketing game plan. I’m a fan of marketing coverage because it’s such a critical part of business success. A few years ago, the Rays stopped hiring an outside agency and brought the responsibility for concepts and campaigns in house. This isn’t consistent around Major League Baseball. “If you are from a city and a team that is selling out, you don’t need marketing,” said Darcy Raymond, Rays VP of branding and fan experience. Teams in smaller markets have robust marketing departments that really push promotions and giveaways. Earlier this month, Raymond was at a meeting in Fort Myers organized by MLB in which teams shared their 2015

ALEXIS MUELLNER

Powder blue Rays Etch-A-Sketch marketing plans. Particularly interesting was to listen to the pitches from the Boston Red Sox and the Philadelphia Phillies, which for the first time in decades, didn’t sell out last year. “You are hearing [them] say hey, ‘we’re going to target kids’ and that ‘kids are important to the future of the game and if we get a giveaway in their hand before they are 10, they are more

likely to be a ticket buyer when they are an adult.’ These are things smaller market clubs have been doing for years,” he said. Another big upside to the Rays leading their own marketing destiny: they share the job with at least four other local creative and technical partners. All returning players from the 2014 effort, that includes Circa Music for audio mixing, Daktronics (big local Clearwater presence) for in-game LED and production work, Wenstrom Communications for media buying, and Company Man Studios for video and production. “For us, it has been a tremendous opportunity to work with a global brand,” said Rob Tiisler, Company Man co-founder. A note of disclosure: The shop is also production partner for the TBBJ’s Executive Files videos.

PICKS

EDITOR’S PICKS

TBBJ Editor Alexis Muellner’s top stories from the week. 1. Twitter chat on startup depression: Fascinating input and help from around the nation. http://bizj.us/1fa4lz 2. Kforce CEO gives $8.2M in stock to ex-wife: She now becomes one of the company’s largest shareholders. http://bizj.us/1f0je7 3. Hungry for a grocer downtown: Talked about forever, it would be a significant milestone. http://bizj.us/1ewgxf

READERS’ PICKS

Most popular and most-read stories on www.tampabaybusinessjournal.com this week. 1. Tower on Grant block to break ground: Atlanta-based Carter plans to start construction in the summer. http://bizj.us/1ey9ot 2. The future of retail is all about experience: Tampa’s new Restoration Hardware to Publix. http://bizj.us/1euiqr 3. Developer buys prime site in Westshore: A Tampa developer has purchased a prime corner in Westshore and is considering several projects for the site. http://bizj.us/1f4sh1

Pioneer Concrete Pumping is a recognized leader in commercial construction with project involvement including a $421 million interstate expansion venture. “Jeff Armstrong’s market insights and focus on our financial objectives have contributed to our success,” says Jeff Hickey. The Bank of Tampa’s Jeff Armstrong with Jeff Hickey of Pioneer Concrete Pumping.

“Bank with the people you know and trust.” Tampa Bay Banking Company

Offices Throughout Tampa Bay 813.872.1200 • www.bankoftampa.com Member FDIC

TAMPA BAY BUSINESS JOURNAL

COVER STORY

BUILDING A FUTURE

THE APARTMENTS IN THE WORKS FOR DOWNTOWN TAMPA ARE KEY TO MAKING THE CITY MORE COMPETITIVE IN THE HUNT FOR JOBS AND TALENT BY ASHLEY GURBAL KRITZER

dreds of residents to this largely unfrequented corner of the urban core. At 360 apartments, the tower that Atlanta-based developer Carter is pursuing represents a fraction of the residential units in the works for downtown Tampa. And while Tampa seems headed for an urban construction boom, it’s still playing catch up to competitor cities around the Southeast: Places like

akritzer@bizjournals.com 813-342-2476, @TBBJAshley

string of abandoned storefronts on downtown Tampa’s North Franklin Street will give way this summer to a glitzy 23-story apartment tower, bringing potentially hun-

ASPIRE

Memphis and Charlotte started trying to attract residential developers downtown years ago. Beyond a shortage of chic places to live, a lack of downtown residential units puts Tampa at a competitive disadvantage when it comes to creating the high-paying, front-office jobs that business and political leaders say are key to building a sustainable economy.

GOING UP

number of units: 408

A look at some of the marquee apartment developments planned in downtown Tampa.

GRANT BLOCK

St. k Pol

Kennedy St. t.

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CHANNELSIDE

number of units: 270

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FLORIDA CRYSTAL SITE

DOWNTOWN TAMPA

Ex pr

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University of Tampa

l Ash

number of units: 350

St. kS

Skypoint

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number of units: 360

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Curtis Hixon Park

number of units: 316

r St

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Straz Center

MARTIN AT MERIDIAN

Channelside Towers

AURORA

number of units: 351 Amalie Arena Convention Center

Dr. ide els n n Cha Channelside Plaza

VINIK RESIDENTIAL

number of units: Up to 500

Companies looking to move or expand their operations tend to choose cities with a steady supply of young, educated workers — many of whom want to live in a walkable, urban environment. “If we aren’t able to attract the best and brightest, we have no future,” said Mayor Bob Buckhorn, who has made attracting downtown residential development a priority of his administration. “It’s not the shiny, glittery part of downtown that drives me. I know if we can’t create the environment the next generation wants to come to and raise families, we have no future.”

Playing catch up There are roughly 6,800 people living in about 4,980 residential units in downtown Tampa and the neighborhoods that ring the urban core — the Channel district, Harbour Island — at the end of 2014. There are 1,389 units under construction and another 2,900 in various stages of planning, according to data from the Tampa Downtown Partnership. The partnership data includes 500 units in Tampa Bay Lightning Owner Jeff Vinik’s billion-dollar, mixed-use district on the southern fringe of downtown, which is subject to change as his real estate team finalizes a master plan for the development. Projects in the works in Harbour Island, the Channel district, North Hyde Park and Tampa Heights are also counted. But Tampa is behind its competitor cities in urban residential units. Downtown Memphis, Tennessee, had 24,300 residents as of the end of 2014, according to the Downtown Memphis Commission. A 2014 study commissioned by the Nashville Downtown Partnership of mid-tier cities projects downtown Charlotte, North Carolina, to have 15,894 residents by the end of 2015. Austin, Texas, another chief competitor for jobs and talent, is projected to have 13,536 residents in its downtown. Nashville, Tennessee, according to that same data, is slated to have more than

MARCH 27, 2015

COVER STORY

PHOTOS BY NOLA LALEYE

Clockwise from top: Ben Bradley flies his drone downtown. He’s been living in Tampa for one year and is a filmmaker. Kevin Riley on a Coast bike downtown. He’s been living in downtown Tampa for two years and said, “Curtis Hixon park seems to have something going.” Mafe Ariste with her dog, Nahia, a 3-year-old beagle. Ariste has lived downtown for three years.

R DOWNTOWN

RESIDENTIAL

BIG CITY/SMALL TOWN Tampa’s downtown population lags similar sized cities against which the city competes for talent. that person, you pay them as much as possible. As

group were taken as the median and average pay

Memphis for all 2012 CEOs compared with that of all 2011 CEOs. In cases where there was a change in CEO in the past two years, we used24,300 the reported pay for

sible” is a big reason they score the kind of kingly pay the CEO who was in place for the majority of the packages that make the rest of us feel like pawns. And year in question. Indianapolis despite greater scrutiny on executive pay, those packGo to washingtonbusinessjournal.com to read

23,758

responses from companies cited in this report.

tracks, Granade said, and they’re both behind the rest of the Southeast. “Central Florida has just kind of gained momentum in the last five years,” Granade said.

8,100 residents by the end of 2015. Even if all of the units planned come to fruition, Tampa still will be behind those cities — they have thousands of units under construction and proposed, too. “To put downtown Tampa’s exciting rate of residential growth into perspective, think about the fact that we started from a zero population only 15 years ago, to approximately 7,000 residents,” Christine Burdick, president of the Tampa Downtown Partnership, said in a statement. Urban residential development has been a trend in some of those cities for about 10 years, said Shelton Granade, executive vice president with CBRE Group Inc. in Orlando. In downtown Orlando, he said, there are 1,800 units in various stages of planning or construction. Orlando and Tampa are on similar

‘The downtown residential trend is real’ The numbers support that momentum. Existing rental units are more than 90 percent occupied. That demand has driven average downtown rents to $1.90 per square foot, with some properties commanding more than $2 per square foot. Those rents — which make development highly profitable — are luring national developers and investors, many of whom see urban living as a dynamic that’s here to stay. “I believe that the downtown residential trend is real,” said Bruce Erhardt, an executive vice president with Cushman & Wakefield of Florida Inc. in Tampa, “and it will continue. It’s worldwide.” Investors ‘really like what they see’ The North Franklin Street tower — proposed for the site commonly referred to

At 87 of Greater Washington’s largest public companies, median CEO pay — including salary, bonus, Charlotte stock, options, deferred pay, pension growth and company executives and for privately held company perks — soared 19 percent in 2012 to $3.1 million com- executives who15,614 use it as a benchmark — to say nothing of lost benefits to companies, shareholders, suppliers, $5.3 million, up 9 percent from the previous year. and employees who would be better served Austin customers if that money was spent on more productive things. would rein in executive compensation in the wake of 10,741 the 3-year-old “say on pay” measure, which allows that other people in the economy are not getting it,” shareholders to approve executive pay with a nonhe said. “And that’s not a small deal.” St. Louis binding vote at companies’ annual meetings. 7,967 While say on pay gave shareholders a microphone, It’s not about the money haven’t used it to voice much outrage. Among If CEOs are paid more than necessary, it’s largely irrel as the Grant block,they just north of the histhe local companies where CEO pay grew by at least evant, argues Ramirez, who is senior director of com Nashville toric Kress building is onin track to than break 50 — percent 2012, more half got a thumbs up pensation in BDO’s corporate governance practice. 7,685 from at least 95 percent of their shareholders this year. “It’s not about the money,” he said. Rather, com ground this summer, though its developOne expert questions that acquiescence.“We know pensation packages are about companies sending a ers have declined that to give a specific date. Tampa executive pay has risen far more than profits, message to CEOs that they’re appreciated. the wages of other very high-wage “If you find the right person, that person is going “We’re happy stock to prices haveor gotten to a work hard for you regardless of what you pay,” he Lawrence Mishel, president of the to6,800 point where we’ve got the major pieces Economic Policy Institute. said. “But the moment they realize you’re not being hard to see that the pay is proportionate to some fair with your compensation, they’ll leave.” in place to close,”“It’ssaid Conor McNally, 2014 end-of-year residential But thatdowntown logic is “skewed,” said Charles Elson, Carter’s chief development officer. Mishel argues that excessive CEO pay isn’t just a director of the Weinberg Center for Corporate Gov numbers for cities other than Tampa symbolic problem. It also drivesof up pay for were other top ernance at the University of Delaware, who recently projected mid-year. Those pieces include the financing

the tower, which can be tricky to secure for a project like this one, especially in a market like Tampa, where there are few examples of successful high-rise developments. McNally said the group has identified its capital partners, though he declined to disclose the partners or the construction costs of the project. “There was definitely a good amount of people with interest,” McNally said. “And we spent a good amount of time bringing people to the market. They real-

Source: Nashville Downtown Partnership July 2014 residential report

ly like what they see — they like the location, the market, they like everything that’s happening.” That’s a good sign for Tampa, because it will ultimately be those developers and investors who decide whether the city can catch up with its competitor cities in the Sunbelt. If they can make money, they will build it.

TAMPA BAY BUSINESS JOURNAL

ASHLEY GURBAL KRITZER I AKRITZER@BIZJOURNALS.COM

813-342-2476

Covers commercial & Tampa? residential QUESTION » How walkable is downtown

It's very walkable. 10 7.9% It is walkable, but needs improvements. 87 69.0% @TBBJASHLEY It's not at all walkable. 25 9.8% No answer 4 3.2%

RETAIL

R SOUND

Grocer: Downtown Tampa’s missing link Downtown Tampa is evolving from central business district to neighborhood, and with more residents comes the potential for a game changer for the urban core: A grocery store. A grocery store has been rumored in the Channel district for years, and Mayor Bob Buckhorn frequently mentions one as something downtown needs. Now, Tampa Bay Lightning Owner Jeff Vinik’s Strategic Property Partners is “looking hard at a grocery store” for Vinik’s mixed-use district, Chief Operating Officer Jim Shimberg told the Tampa Bay Real Estate Investment Council Inc. It would be a basic service and convenience, of course, but a grocery store would also be a ringing endorsement of the neighborhood that would likely draw more residents and other retailers. Grocers have very specific parameters that determine where they’ll locate, and smaller retailers often look to them as a bellwether of viability. Publix Super Markets Inc. — long rumored to be the front-runner for a street-level space in an apartment tower proposed in the Channel district — is

R AT

real estate and retail

A GLANCE

MAKEOVER Upgrades Tampa Bay Lightning Owner Jeff Vinik has spent “well over seven figures” on since taking control of Channelside Bay Plaza: RRPower washing, painting the exterior RRRestroom upgrades RRHiring event planner, property manager RRRecruiting Hablo Taco RRNew security company

ASHLEY GURBAL KRITZER

View of downtown Tampa outside Hablo Taco

TBBJ FILE

“hopeful” that it will have a location in downtown Tampa eventually. “We’re very hopeful to end up anywhere our customers are asking us to be,” spokesman Brian West said Tuesday. “If demand is there, we want to be there. Downtown Tampa and the Chan-

nelside area has been talked about for several years now and nothing’s just come to fruition, so right now there’s nothing to comment on. “We’re always looking at, ‘How do we get to those unreached customers?’ and there’s enough desire for us to be there that it would be great if that could work out.” A grocery store in Tampa’s urban core would add serious credibility to the city’s revitalization movement and likely raise property values in the surrounding area. That scarcity of national and regional grocery chains in downtowns nationwide would make a store even more of a coup for Tampa. “To get a full-fledge grocery in downtown Tampa early on would be pretty cool,”said David Conn, an executive vice president with CBRE Group Inc. “A lot of downtowns don’t have that kind of thing.” If Walmart improved the quality of its groceries, would you shop there instead of Publix? See the results of our online poll on Page 2.

OFF

It’s not at all walkable 20%

It’s very walkable 8%

No answer 3%

How walkable is downtown Tampa?

It is walkable, but needs improvement 69%

CHANNELSIDE

From struggling mall to waterfront destination There’s a palpable change at Channelside Bay Plaza since Tampa Bay Lightning took over, the general manager of the Hooters restaurant there said. “The vibe is coming back down there,” said Rob Fisher. “The important thing is the vibe is not only there on game days, but on off days when there isn’t anything going on at the arena.” Fisher declined to share any numbers or percentages but said Hooters has “absolutely seen an increase in business and traffic” since Lightning Owner Jeff Vinik took over the property. Vinik won control of the ground lease to the property in August. “As soon as the deal was sealed, immediately, the positive ball started rolling,” Fisher said. Vinik has tapped commercial real estate firm Franklin Street and Tampa developer Anthony Everett to take the lead on renovating the plaza. Franklin Street CEO Andrew Wright said the group is working with Alfon-

TBBJ FILE

Channelside Bay Plaza as seen from the water so Architects in Tampa on a design that could be finalized within 45 days. Executives of Vinik’s real estate company, Strategic Property Partners, have said the plan is to connect the plaza to the waterfront and the billion-dollar mixed-use district he is planning on the

land he owns between Amalie Arena and downtown Tampa. There’s talk of demolishing the southwest wing of the plaza, behind the recently opened Hablo Taco, and Wright said that would be a way to open the property up to the water.

MARCH 27, 2015

ERIC SNIDER I ESNIDER@BIZJOURNALS.COM R OVERHEARD

R TRAVEL

“The Tampa Bay hotel market is much more aggressive today in its rate structures than it has been in the last eight or nine years. But there’s more to be done. I would say to operators: Stop selling yourself short; stop undercutting each other in rate.” LOU PLASENCIA, CEO, The Plasencia Group, a leading hospitality sales and consulting company, based in Tampa

Covers restaurants, hospitality and economic development

813-342-2468

@TBBJSNIDER

& HOSPITALITY

Selection committee witnesses a slew of presentations vying for TIA concessions

ERIC SNIDER

Tampa jazz guitarist LaRue Nickelson played a bossa nova as people exited one of TPA Hospitality Group’s six pitches for TIA concessions.

Arguably the most crucial business meetings in the Tampa Bay area over the last couple of weeks have taken place at Mainsail Conference Center near Tampa International Airport. It’s where food-and-beverage partnerships pitched their concepts to a committee evaluating bidders for the new concessions program at the airport — part of the facility’s $1 billion master makeover. It was high-stakes stuff. In all, 13 joint-venture partnerships made a total of 31 hour-long presentations for six available food-and-beverage packages. Major concessions companies teamed with a roll call of Bay area operators: a very partial list includes Ulele, Piquant, Tampa Bay Brewing Co., Pane Rustica, Buddy Brew, Datz, Bern’s, Holy Hog BBQ, Irish 31, and Salt Rock Grill. Each winner stands to make millions.

And spend millions on development that can cost up to $600 per square foot. Presentations were closed, but an onlooker could feel the tension pulsating through hallways and auxiliary rooms. TPA Hospitality Partners pitched for a casual dining/branded coffee package on March 19 — the first of six. The joint venture is led by Buffalo, N.Y.-based Delaware North and includes and a cartel of locals fronted by Maryann Ferenc of Mise en Place, and Jeff Vinik’s JV Concessions. Delaware North point man James Wilson stood outside the closed-door meeting, arms folded. He allowed that “great groups” were vying for food-and-beverage slots, then added with a grin, “We just think we’re better.” The committee’s evaluations and rankings come down in the first half of April.

WADE TYLER MILLWARD I WMILLWARD@BIZJOURNALS.COM

813-342-2461

Covers higher education, disruption and technology

@TBBJWADE

AFTER THE ACQUISITION

R TECH

How Syniverse integrates newly bought companies Every acquisition brings the same lessons again and again for David Hitchcock. The CFO of Syniverse, Tampa Bay’s seventh largest privately held company, is on his third company president and is watching Syniverse adapt to acquisitions for the fifth and sixth times. The company’s leadership has blamed the integration woes as part of a disapDavid pointing earnings Hitchcock report. Hitchcock started at the company two months after it bought Billing Services Group in April 2007. Syniverse paid about $290 million in cash for the global provider of clearing, settlement,

payment and financial risk management solutions for communications service providers. Two years later, Syniverse bought Wireless Solutions International, a managed roaming and wireless network solutions provider in Boca Raton. The company bought the mobile messaging division of VeriSign Inc. (Nasdaq: VRSN) for $175 million later that year. Syniverse was bought by The Carlyle Group (Nasdaq: CG), a private equity firm in Washington, D.C., in 2011 for $2.6 billion. Now, the company has openly discussed difficulties in moving customers from its two most recent acquisitions: Mach, a Luxembourg-based telecom company, was bought in July 2012 for $690 million and Aicent, based in San Jose, Calif., completed its deal in August for $292 million.

These difficulties can happen, Hitchcock said in a phone interview. Moving customers from one platform to another takes time, technical expertise and constant communication to keep those customers satisfied. Another challenge is culture clash. Part of the social engineering that goes into the integrations is bringing Syniverse’s policies to two European companies, said Hitchcock, who transitions into a new role as global product management and development executive vice president later this year. What’s changed this year is the increased attention of Syniverse’s president and CEO. Announced as permanent leader in February, Steve Gray can keep the company’s focus on hitting integration deadlines on time. “Overall, we’ve done a good job,” Hitchcock said. “If anything, I regret that we haven’t done it quicker.”

“We’ve taken a mundane transaction and digitized it. That’s giving power to the consumer.” BRIAN MCGUINNESS, vice president for Starwood Hotels and Resorts Worldwide’s Aloft, Element and Four Points by Sheraton brands, on why Starwood has invested millions of dollars into introducing a smartphone app in select markets, including Tampa’s Aloft hotel, as an alternative to traditional key cards for unlocking hotel doors.

Other reasons: RRThe app replaces tasks, such as check in, otherwise handled by a worker, who is free to provide more valuable services RRGives customers control of their stay off the bat, plus allows customers to start engaging the hotel as soon as they land RRThe app will provide more features down the road, including changing hotel room temperature, lights and TV.

TAMPA BAY BUSINESS JOURNAL

SPECIAL REPORT: BUSINESS OF LAW LEGAL ROUNDTABLE

A fly on the wall with 13 lawyers in a room

rom trends in the business of law to staffing, the group gathered for the Tampa Bay Business Journal’s Legal Roundtable on Feb. 23 covered a lot of ground. Here is an edited transcript from that discussion. TBBJ: Let’s start first with trends in the business of law that everyone is seeing in the legal marketplace. Kennedy: We’re seeing quite a bit of clients demanding a higher level of service. They’re expecting their lawyers to know their business, to understand the intricacies of their business and to partner with them. We have sort of co—opted that sort of byline with our firm of true partnership. That’s one of the keys that

we have developed in working with clients, is to embed ourselves with clients and to get to know them. Using technology to do that in part is one of the trends that we’re seeing. We’re also seeing more of a trend toward value and alternative fee arrangements and a demand for lawyers to partner on that side as well — to be an economical, efficient resource for legal services. Schifino: Clients don’t want to know what Bill Schifino does. I may give them a general overview. They want to know what experience have you had in these particular types. I do mostly securities-related litigation. I’m hearing more and more, “Give me a little more of your background. Have you dealt with these similar type matters before?”

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Esquivel: With our large, sophisticated clients we’re seeing a real push for [alternative fee arrangements] and trying to come up with an arrangement that’s a win/win. At least 10 percent of our revenues now are probably under some type of alternative fee arrangement. At the same time, we’re seeing and expecting somewhat flat demand to some modest growth. Another trend is increasing rates. We all keep trying to push our rates up, get our rack rates up, that allows us to negotiate discounts based on that. Meanwhile our realization rates are going down. Katz: First of all, there are too many lawyers being graduated. There’s not enough jobs for all the people who want them as lawyers. That’s unfortunate. I have a lot of kids coming out of law school with big debt, and the jobs are not really there for them. I feel really bad for those kids. Law school admissions now has started to take a hit and law schools are starting to get affected by that. I’ve also noticed that less and less of my young people are interested in the part-

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Brad Kimbro nership track. When I was a kid, everybody who came out of school wanted to be a partner. Now the kids come out and they just want to have a nice job with a CONTINUED ON PAGE 9

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reasonable pay and lifestyle. Weinstein: We’ve also tried to be sensitive to a generational change among lawyers. We started a residency program where we’re hiring students out of law school at a reduced compensation level but with a much lower billable hour requirement: 1,300 hours with like 600 hours being mandatory training. On a non-billable basis they’re following around lawyers to trials and closings. It allows us to offer positions that we couldn’t otherwise offer. It’s a one-year position with a one-year possible renewal. Not everybody wants to be a partner today like when most of us started. We now have a track that is called a “practice group attorney.” It is neither an associate nor a shareholder, but it’s a permanent position for someone who wants to work in a more normal, lifestyle-oriented way. Watson: The generational changes are really key in what I’ve observed over the years, and there’s a conflict there. These younger kids want a greater work-life balance. They don’t want to be chained to the library or the desk, or the courtroom, for that matter, all the time the way many of us may have started. These younger kids are much more willing, even though they want that work life

ROUNDTABLE PARTICIPANTS RR Tom Buchanan, executive shareholder, Buchanan Ingersoll & RooneyPC RR Greg Coleman, Florida Bar president RR David Doney, Tampa managing partner, Akerman LLP RR Julio Esquivel, Tampa managing partner, Shumaker Loop & Kendrick RR Scott Katz, Tampa managing partner, Butler Pappas NOLA LALEYE

Greg Coleman and William Schifino Jr. balance, to jump ship and go someplace else for more money. TBBJ: David, was that residency program something you modeled something after, or was that entirely your design? Weinstein: I can take no credit for it, and will not. As I understand it, it was something that was conceived largely by Brad Kaufman who runs our associate program in the firm. Schifino: Have you hired anyone out of that program permanently?

RR Patrick Kennedy, Associate attorney, Finn Law Group PA RR Brad Kimbro, Tampa managing partner, Holland & Knight

Weinstein: Our Fort Lauderdale office has hired six or seven out of it. All but two have ultimately been offered associate positions. So there seem to be offices that are getting more traction with it. Tomassi: I’m seeing more stratification of the legal work. And that ties into, of course, things like alternative fees and more specialization. For managing partners, part of the challenge is deciding what work you want and what work CONTINUED ON PAGE 11

RR Jim Robbins, Managing shareholder, Hill Ward Henderson RR Gary Sasso, CEO, Carlton Fields Jorden Burt RR William Schifino Jr., Burr & Forman Tampa managing partner, future Florida Bar president RR Marie Tomassi, Managing shareholder, Trenam Kemker RR Ansley Watson Jr., Tampa shareholder, managing partner, Macfarlane Ferguson & McMullen RR David Weinstein, Tampa managing shareholder, Greenberg Traurig

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Compiled by Christine Erickson 813-342-2474, @tbbjresearch cerickson@bizjournals.com

LABOR & EMPLOYMENT ATTORNEYS RANKED BY NUMBER OF LABOR & EMPLOYMENT ATTORNEYS IN TAMPA BAY AS OF MARCH 2015 Business name Website

Address Phone

Local labor & employment attorneys

Total labor & employment attorneys

Clients type(s)

Local attorneys

Attorneys firmwide

R CLOSER Top local executive

Ogletree Deakins Nash Smoak & Stewart PC 1

100 N. Tampa St., #3600 Tampa, FL 33602 813-289-1247

725

Employers

725

Helen Palladeno, Managing Shareholder, Tampa

Thompson Sizemore Gonzalez & Hearing PA 2

201 N. Franklin St., #1600 Tampa, FL 33602 813-273-0050

Employers

Gregory A. Hearing, Managing Partner, ghearing@tsghlaw.com

240

Julio C. C. Esquivel, Managing Partner, Tampa, jesquivel@slk-law.com Benjamin Hanan, Managing Partner, Sarasota, bhanan@slk-law.com

ogletreedeakins.com

tsghlaw.com

Shumaker Loop & Kendrick LLP slk-law.com

FordHarrison LLP

Carlton Fields Jorden Burt

Phelps Dunbar LLP

Bush Ross PA

Adams and Reese LLP

Constangy Brooks & Smith LLP

GrayRobinson PA

fordharrison.com

cfjblaw.com

phelpsdunbar.com

bushross.com

adamsandreese.com

constangy.com

gray-robinson.com

Macfarlane Ferguson & McMullen PA 16 mfmlegal.com

Fisher & Phillips LLP

Law Offices of Cynthia N. Sass PA

Jackson Lewis

Greenberg Traurig PA

Buchanan Ingersoll & Rooney PC

Trenam Kemker

Wenzel Fenton Cabassa PA

Cole Scott & Kissane PA

Allen Norton & Blue PA

laborlawyers.com

employmentlawtampa.com

jacksonlewis.com

gtlaw.com

bipc.com

trenam.com

wfclaw.com

csklegal.com

anblaw.com

Butler Pappas Weihmuller Katz Craig LLP * butlerpappas.com

Broad and Cassel

Hill Ward Henderson

Kass Shuler PA

101 E. Kennedy Blvd., #2800 Tampa, FL 33602 813-229-7600

broadandcassel.com

hwhlaw.com

kasslaw.com

Kwall Showers Barack & Chilson PA

* ksbclaw.com

NOTES: NA - not applicable, not available or not approved

Employers

103

LOOK

101 E. Kennedy Blvd., #900 Tampa, FL 33602 813-261-7800

147

Employers

147

Tracey K. Jaensch, Tampa Managing Partner, tjaensch@fordharrison.com

4221 W. Boy Scout Blvd., #1000 Tampa, FL 33607 813-223-7000

Employers

118

393

Gary L. Sasso, President, CEO, gsasso@cfjblaw.com

100 S. Ashley Dr., #1900 Tampa, FL 33602 813-472-7550

Employers

262

Lawrence P. Ingram, Managing Partner, Tampa Office, larry.ingram@phelps.com

1801 N. Highland Ave. Tampa, FL 33602 813-224-9255

Employers

Jeffrey W. Warren, President, jwarren@bushross.com

101 E. Kennedy Blvd., #4000 Tampa, FL 33602 813-402-2880

Employers

299

Deborah H. Oliver, Partner in Charge, Tampa Office, deborah.oliver@arlaw.com

100 N. Tampa St., #3350 Tampa, FL 33602 813-223-7166

145

Employers

145

Michael D. Malfitano, Partner, Tampa Office Head

401 E. Jackson St., #2700 Tampa, FL 33602 813-273-5000

Employers

284

David Smith, Tampa Managing Shareholder

201 N. Franklin St., #2000 Tampa, FL 33602 813-273-4200

Employers

Ansley Watson, Managing Partner, aw@macfar.com

101 E. Kennedy Blvd., #2350 Tampa, FL 33602 813-769-7500

300

Employers

300

Steven M. Bernstein, Regional Managing Partner, sbernstein@laborlawyers.com

601 W. Dr. Martin Luther King Jr. Blvd. Tampa, FL 33603 813-251-5599

Individuals

Cynthia N. Sass, Shareholder, csass@sasslawfirm.com

100 S. Ashley Dr., #2200 Tampa, FL 33602 813-512-3210

800

Employers

800

Laura E. Prather, Office Managing Shareholder, laura.prather@jacksonlewis.com

625 E. Twiggs St., #100 Tampa, FL 33602 813-318-5700

134

Employers

1831

David Weinstein, Managing Shareholder, Tampa, weinsteind@gtlaw.com

401 E. Jackson St., #2400 Tampa, FL 33602 813 222 8180

Employers

516

Rhea F. Law, Chair, Florida Offices, rhea.law@bipc.com

101 E. Kennedy Blvd., #2700 Tampa, FL 33602 813-223-7474

Employers

Harold W. Mullis, President, hwmullis@trenam.com

1110 N. Florida Ave., #300 Tampa, FL 33602 813-224-0431

Individuals

Steven Wenzel, Shareholder, swenzel@wfclaw.com

4301 W. Boy Scout Blvd., #400 Tampa, FL 33607 813-864-9300

Employers

265

Daniel A. Shapiro, Managing Partner, Tampa Office, daniel.shapiro@csklegal.com

324 S. Hyde Park Ave., #225 Tampa, FL 33606 813-251-1210

Employers

David J. Stefany, Managing Partner, dstefany@anblaw.com

777 S. Harbour Island Blvd., #500 Tampa, FL 33602 813-281-1900

Employers

105

Scott Katz, Managing Partner, skatz@butlerpappas.com

100 N. Tampa St., #3500 Tampa, FL 33602 813-225-3020

Employers

170

Mark Barber, Partner, mbarber@broadandcassel.com

101 E. Kennedy Blvd., #3700 Tampa, FL 33602 813-221-3900

Employers

R. James Robbins, Managing Shareholder, jim.robbins@hwhlaw.com

1505 N. Florida Ave. Tampa, FL 33602 813-229-0900

Employers

Michael Kass, Managing partner James M Shuler, Managing Partner

133 N. Fort Harrison Ave. Clearwater, FL 33755 727-441-4947

Employees

Ryan D. Barack, rbarack@ksblaw.com Louis Kwall, Partners, lkwall@ksblaw.com

JUST MISSED THE LIST Hinshaw & Culbertson

Galloway Johnson Tompkins Burr and Smith

Burr & Forman

Bradley Arant Boult Cummings

Barnett Bolt Kirkwood Long & Koche

Cristal Hanenian

ABOUT THE LIST Information was obtained from firm representatives. Information on The List was supplied by individual companies through questionnaires and could not be independently verified by the Tampa Bay Business Journal. Only those that responded to our inquiries were listed. In case of ties, companies are listed alphabetically. Total labor & employment attorneys and total local attorneys serve as primary and secondary tiebreakers. COUNTIES SURVEYED Local includes Hernando, Hillsborough, Manatee, Pasco, Pinellas, Polk and Sarasota counties. NEED A COPY OF THE LIST? Information for obtaining reprints, web permissions and commemorative plaques, call 877-397-5134. More information can be found online at TampaBay. Bizjournals.com by clicking the “Store” tab near the top of the site. WANT TO BE ON THE LIST? If you wish to be surveyed when The List is next updated, or if you wish to be considered for other Lists, email your contact information to Christine Erickson at cerickson@ bizjournals.com.

MARCH 27, 2015

SPECIAL REPORT: BUSINESS OF LAW CONTINUED FROM PAGE 9

you don’t want, and really focusing on the work that you want to keep and grow. Doney: Part of our challenge is to figure out how to meet [value] expectations. We’ve established an internal research and development council that looks at what services we’re delivering, who’s delivering them, how we’re delivering them, to whom we are delivering them. They’re looking internally for best practices, and then as the council comes up with good ideas that can be taken from practice group to practice group or geography to geography; we’re sharing that knowledge internally. Sasso: I think the elephant in the living room is lack and declining demand. Depending on what surveys you look at, in real dollar terms, demand for legal services has been contracting over the

for a smaller firm to gain that residency. Ansley mentioned having access to a partner where I could get that one-onone training and feel like I had an easier transition into a partnership type of role. Coleman: It’s great to hear from all the powerhouses. Technology is changing the landscape of the practice of law. It’s changing it across the board because information can be accessed like never before. RocketLawyer, Avvo, LegalZoom — all businesses, not law firms — have

invaded that market and they’re providing legal services to that group of citizens. Their next target, trust me, is everybody sitting around this table. These outside companies have made it crystal clear they’re going to take the $45 million low-hanging fruit that none of us are ever going to touch, except for pro bono work. And the next target will be the upper level, trying to come after the type of work that we do, whether it’s transactional or litigation, with firms

that are designed in such a way to provide true value to them. Big institutional clients know that by hiring these firms — your firms — they have a name, they have a reputation and they’re safe, so they can’t be criticized if something goes south. But there will be a dent that’s taken out of that market, a chunk taken out of that market over the next five to 10 years. Make no mistake about it. — Edited by Pam Huff

We don’t just get involved. NOLA LALEYE

Patrick Kennedy last eight years. Big companies are developing big in-house legal departments to rival many law firms. Some of our clients have in excess of 500 lawyers. That’s a huge trend. It’s impacting the amount of work available for us. I may have a differing view on what younger lawyers are looking for these days. I think they’re rational and I think they’re reacting to what we’ve done. We make a lot of partners, and our young people want to be partners from the day they walk in our door. Kimbro: Locally what we’re starting to see, I hope, is a little uptick in real estate and construction matters. One thing I don’t know if we’ve touched on are the staffing models, and the days of having your own secretary or sharing a secretary with one other lawyer I think are gone. People coming out of college now would just as soon use their computer as have a secretary. Kennedy: I’m a fairly new attorney — I’ve been out two and a half years. Scott, I think you mentioned the “no jobs” part, and that was a concern for me coming out. And David talked about the residency program. For me, I ended up looking

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TAMPA BAY BUSINESS JOURNAL

AWARDS: TOP CORPORATE COUNSEL Charter Sponsor

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Brad Kimbro Partner, Holland & Knight Holland & Knight is proud to sponsor this year’s Tampa Bay Business Journal’s Top Corporate Counsel awards. Since our law firm was founded in Tampa many years ago, we have helped many of the area’s top companies and their corporate counsel address their most complex legal issues. As the Tampa Bay economy continues to mature and grow, we are proud to represent many of the area’s leading organizations in connection with their litigation, corporate, finance, and regulatory needs. Holland & Knight is a firm of business lawyers, for business clients. We understand the challenges corporate counsel face. As a firm that was founded on delivering excellent client service, we are proud to be ranked among the topperforming law firms that provide superior client service, according to corporate counsel in the 2014 BTI Client Service A-Team report, and as one of the most recommended firms by corporate counsel in the 2013 BTI Brand Elite report. We believe the most successful business partnerships are premised on mutual goals and objectives. We welcome the opportunity to work with you and your organizations. Congratulations again to each of you.

Helen Palledeno Managing Shareholder As one of the 2013 Am Law 100 firms, and one of the largest labor and employment law firms, Ogletree Deakins is uniquely positioned to support our clients in responding to their labor and employment law needs. The firm currently employs 700 attorneys focusing on labor and employment law-related matters in 45 offices across two continents, 26 states, the District of Columbia, and the U.S. Virgin Islands. Our lawyers are admitted to practice in 46 states, England, Germany, and Bulgaria. Our Tampa, Florida office boasts 20 attorneys with a diverse collection of specialties, including wage and hour, workplace safety/health, unfair competition/trade secrets, traditional labor relations, ethics compliance/investigations/whistleblower response, and international labor and employment solutions. We operate efficiently throughout our network of offices without compromising our commitment to attentive service. Ogletree Deakins was the only firm rated a “Powerhouse” in the area of complex employment litigation in The BTI Litigation Outlook 2014: Changes, Trends and Opportunities for Law Firms report. We are also “Law Firm of the Year” in the Employment Law – Management (second year in a row) and Labor Law - Management categories in the 2014 edition of U.S. News – Best Lawyers® “Best Law Firms” list. Only one law firm in each nationally ranked practice area receives the “Law Firm of the Year” honor. We are committed to working with corporate counsel and their human resource partners, and are honored to be the charter sponsor of the inaugural Top Corporate Counsel awards. Congratulations to all the nominees, finalists, and winners!

MARCH 27, 2015

TAMPA BAY BUSINESS JOURNAL

AWARDS: TOP CORPORATE COUNSEL

Richard Torra

RRGeneral counsel, corporate secretary and chief compliance officer, Bankers Financial Corp. RROverall winner, Banking category winner

Richard Torra began his career at Bankers Financial Corp. as associate general counsel. After leaving, then returning to the firm a few years later, he stepped into the top in-house counsel role, and completely rebuilt the legal and compliance functions of the St. Petersburg-based insurance and financial services firm. Torra leads, directs and oversees strategy on all commercial, employment and government litigation cases at Bankers, and has prevailed on or favorably settled various matters with multimillion-dollar exposure, awards submission materials said. He has led negotiations on major corporate transactions — including potential acquisitions — and has managed geographic expansion so Bankers can now conduct business in all 50 states and internationally. His focus on intellectual property training resulted in a patent application and substantial business opportunities. He instituted a top-down corpo-

rate reorganization project that helped mitigate what the company described as a potentially catastrophic tax liability while strengthening management authority. And, as part of the executive management team at Bankers, he helped turn a $10 million net loss in 2010 into a $10 million net gain last year. It hasn’t all been smooth sailing. Torra got off to a bumpy start, he admits in submission materials. “One of my first initiatives as general counsel was establishing best practice policies and procedures to protect the company’s confidential information, intellectual property and customer base,” he wrote. “These new policies and procedures, particularly for a family-owned company, were not popular and encountered significant pushback from most key executives.” He said he worked hard to earn the trust of his co-workers and collaborated with them to successfully implement the new methods. Collaboration is Torra’s strong suit,

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said Ignacio Garcia, a partner at Ogletree & Deakins Nash Smoak & Stewart, which represents Bankers with labor and employment cases as well as immigration needs. Many corporate counsels “are not always people that you would enjoy working with,” Garcia wrote in submission materials. Torra is different, he said. “He knows how to engage outside counsel when the need arises for something beyond his area of expertise and knows

how to work well with them.” Torra is immediate past president of the Association of Corporate Counsel, West Central Florida, and has served on the board of that group since 2008. He also serves on the board of the Salvation Army of Pinellas County and chairs the planning committee for the Salvation Army’s Kettle Classic golf Tournament, which is the group’s biggest fundraiser. — Margie Manning

Amscot Financial congratulates

Nina Lacevic,

its chief compliance counsel, on being selected by the ACC as a Tampa Bay Business Journal Top Corporate Counsel Finalist in Financial Services.

Founded in 1989, Amscot Financial is a leading provider of financial services to consumers in Florida, including check cashing, cash advances, bill payment, money wire transfers, prepaid access, money orders, ATMs in branches, and fax services. Amscot operates approximately 235 retail branches in Tampa Bay, Orlando and Miami media markets and is a member of the Consumer Financial Services Association of America which establishes best practices standards for the industry.

MARCH 27, 2015

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The hiring of a lawyer is an important decision and should not be based solely upon advertisements. Before you decide, ask us to send you free written information about our qualifications and our experience. Prior results do not guarantee a similar outcome. Greenberg Traurig is a service mark and trade name of Greenberg Traurig, LLP and Greenberg Traurig, P.A. ©2015 Greenberg Traurig, LLP. Attorneys at Law. All rights reserved. Contact: David B. Weinstein in Tampa at 813.318.5700. °These numbers are subject to fluctuation. 25130

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TAMPA BAY BUSINESS JOURNAL

AWARDS: TOP CORPORATE COUNSEL

David Vetter RRGeneral counsel, Tech Data Corp. RRPublic company category winner

Before he became an in-house counsel, an emotional client meant something big to David Vetter — dollar signs. Emotional clients meant more services Vetter could provide and more potential money to make. But now, emotions mean unnecessary expenditures in the heat of legal battles. After 1993, when close client Tech Data Corp. (Nasdaq: TECD) hired Vetter as its first internal attorney, he saw the need to communicate and empathize with senior executives to keep them level-headed when obstacles came at Tech Data, one of the largest information technology distributors in the world. When he studied corporate law at University of Florida’s law school in the early 1980s, Vetter learned the company is your client, not any individual person. Easier said than done, he said. Mutual trust among Vetter, the executive team and the shareholders makes his job possible, he said. His communication skills undoubtedly help the 55-year-old manage his legal team of about 30 law-

yers and paralegals spread across the Americas and Europe. In over 20 years with Tech Data, he’s handled almost 20 acquisitions and integrations of companies in both regions. He boils down ever-changing complex legal doctrine into digestible bits for Tech Data’s teams to launch into action. Attorneys he’s trained have moved onto other corporate counsel positions. He’s recovered $40 million in settlements over antitrust violations and mitigated potential hits to Tech Data from an independent retailer’s bankruptcy. He breaks his advice to other lawyers down to three parts. Remember: you’re looking for a solution. Demand the time to analyze a situation. Work for a company where you trust the management. “I’ve had the experience of a lifetime to see this company grow,” Vetter said. He created an operational approach to ensuring employees follow the company code of conduct and ethical guidelines. Even the most ethical folks decide

NOLA LALEYE

wrongly under the right amount of outside pressure, he said. The approach came after the greatest challenge during his time with Tech Data — requested restatements for three fiscal years’ worth of finances. He completed external investigations in 2014 and implemented a number of ethical safety nets, including an ethics hotline and training available in 13 languages, to prevent and find future fraud. Vetter explained to countries how they misread their own tax codes. His

most recent lawsuits are heading to the Supreme Court equivalents in Spain and Brazil, with $40 million at risk to the east and $22 million at risk to the south. Even with his experiences, he still learns on the job. His latest goal — staying in better contact with his overseas team. Two-thirds of his team is in Europe. “If you don’t constantly assess your skills and weaknesses, improve on them, and leverage your strengths,” he said, “you won’t be successful in this role.” — Wade Tyler Millward

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MARCH 27, 2015

TAMPA BAY BUSINESS JOURNAL

AWARDS: TOP CORPORATE COUNSEL

Patricia Huie

T. Cole Peterson

RRSenior vice president and chief legal officer, Intelident Solutions LLC RRPrivate company category winner

RRVice president/deputy general counsel, H. Lee Moffitt Cancer Center & Research Institute Inc.

Patricia Huie, or “Trish” as her co-workers call her, has been with Intelident Solutions in Tampa for 14 years, and said she’s at a stage in her career where she’s comfortable recognizing her own strengths — and her weaknesses. She started as Intelident’s first in-house counsel and with the exception of one part-time helper, she’s still the only full-time, in-house attorney at the company. This requires her to wear many hats, as they say — but she’ll say she’s more of a one-shop counsel. This diverse spectrum of legal matters includes health care, labor and employment, litigation, intellectual property, transactions, compliance and more — coverage usually provided by multiple law firms to businesses. Huie has also realized the many external learning opportunities she’s had over the years as in-house counsel. “It is incumbent upon me to be able to at least recognize legal issues and exposure to the companies —and educate myself on as many diverse legal, business and industry issues as possible,” she said in nomination materials.

When T. Cole Peterson joined Moffitt Cancer Center’s in-house counsel staff, she was tasked with identifying and implementing initiatives to help the organization thrive, such as identifying orphaned projects and implementing policies and procedures. She’s also used her position in senior management to become a departmental liaison to identify and resolve any obstacles, according to award submission materials. Starting as a new team member gave her the ability to look at things from a new perspective. Monitoring internal policies benefits the company when it comes to non-compliance, and helps Moffitt’s employees to better understand the culture and expectations, Peterson said. “It is through this constant striving for best practices and our persistent delivery of excellence to our patients that we are able to maintain our institution’s strong reputation within the community,” she said. Tampa-based Moffitt is the No. 1 Florida Cancer Center on the Tampa Bay Business Journal’s list.

RRHealth care category winner

NOLA LALEYE

In that respect, she’s viewed as a legal advisor and business advisor to the executive management team at Intelident. The company has grown from seven entities to more than 12 subsidiaries and affiliates during Huie’s time as in-house counsel. The company was public when she joined, and she helped the company privatize in July 2005. “I now view July 11, 2005, as a turning point in my professional and legal career — of finally becoming — or starting on the path to become a business advisor in addition to a legal advisor,” Huie said. — Pam Huff

NOLA LALEYE

Finalists were asked to submit a narrative on their individual, professional qualities and achievements specific to their categories. Peterson focused on her reputation for being a person of integrity. Her experience in the complex health care arena includes compliance, billing, risk management, licensing and regulatory matters. “Cole is a highly ethical lawyer and has a strong commitment to giving back to her community,” said L. David de la Parte, executive vice president and general counsel for Moffitt. — Pam Huff

St. Petersburg College 6021 142nd Ave N. Clearwater, FL 33760

Phone: 727-341-4772 Rita Farlow, Assistant Director, Strategic Communications farlow.rita@spcollege.edu

Why we love our Top Corporate Counsel finalist

Website: www.spcollege.edu

Brian Miles, Associate General Counsel

Brian Miles joined St. Petersburg College as Associate General Counsel in 2012. He recently created and implemented Leadership SPC, a sustainable program designed to develop a strong succession of leaders at SPC. In doing so, he has emerged as a leader himself. Brian is a 2014 graduate of the Florida College System Chancellor’s Leadership 1927 Seminar. “Brian is an emerging leader in the area of higher education law and policy in Florida,” said Suzanne Gardner, Acting General Counsel for SPC. “He is recognized for his ability to negotiate and facilitate complicated agreements and transactions. He demonstrates a strong work ethic and is a man of integrity.” Services Offered A graduate of the U.S. Military Academy at West Point, Miles served his country in the U.S. Army. Later, he graduated from law school at Nova Southeastern University and worked in Services offered: Bachelor’s and private practice until joining St. Petersburg College. Associate degrees and certificates In his role at SPC, Miles serves the General Counsel’s Office and college administration, providing counsel on a variety of legal issues including business, contracts, construction, real estate, in more than 100 academic bankruptcy and risk management, as well as matters related to institutional policy and procedure. programs geared toward He is a member of the Florida Bar, the Kentucky Bar, the Association of Corporate Counsel, and the National Association of College and University Attorneys. He is currently pursuing his meeting workforce demands of MBA from the Fogelman College of Business and Economics at the University of Memphis. the region and state. “I’m humbled to be honored among these great attorneys, many of whom I count as leaders in our field,” said Miles.

Year Established

Service Area

Greater Tampa Bay area, with online classes available nationally and internationally.

How we give back to the community St. Petersburg College has a long track record of success. Our graduates – teachers, nurses, police officers, firefighters, IT professionals, business leaders and more – are the people who keep this community strong. Helping our students finish what they start and earn a degree or certificate that will get them in to the workforce is our primary goal. Find out why thousands of students chose SPC to build their dreams: 1. 2. 3. 4. 5.

Tuition averages 53% less than state universities Free tutoring and academic support focused on student success Over 90% placement rate for graduates Regionally accredited - nationally recognized Innovative faculty – immersive programs

6. $2.9 million in scholarships awarded annually 7. #1 provider of online education in Florida State College System 8. More than 100 industry-based programs to choose from 9. Offers free credit for life experiences 10. Connections with top employers

MARCH 27, 2015

AWARDS: TOP CORPORATE COUNSEL

A. Matthew Rosen RRVice president and corporate counsel, Lutheran Services Florida Inc. RRNonprofit category winner

A. Matthew Rosen began working with Lutheran Services of Florida in 2010, at a time when the organization was aggressively expanding. That’s when LSF received $3 million in Head Start funding and began growing in that services area. The addition of programs in Pinellas, Palm Beach and Duval counties has generated combined Head Start revenues of close to $70 million. When Rosen began, total agency revenues were $34 million a year and it employed 400 people. Now total agency revenues exceed $200 million, according to nomination materials, and employment figures are close to 1,300. Rosen credits strategic foresight, execution and collaboration for this kind of growth. Rosen believes three points distinguish him as corporate counsel: versatility, judgment and having a can-do attitude. “I believe that I bring the attitude and desire to get things done for our agency and for the people who we serve,” he said in nomination materials. Outside of his work for the agency, Rosen is an active volunteer in athletic,

NOLA LALEYE

theater and extracurricular activities in the community, including the St. Petersburg Dragons Junior Lacrosse Team, where he serves as a coach. “This proved to be quite an experience for someone who had never picked up a lacrosse stick in his life, and had no idea of the proper number of players to field!” he said. He’s also served as president of Congregation Beth Sholom in Gulfport and remains active with the synagogue and its board. — Pam Huff

YOUR BEST CHANCE FOR BEATING CANCER

Better outcomes and improved quality of life for patients. That’s the result of our team approach and world-renowned care. We are helping patients find the right diagnosis, treatment and support – all in one place.

TO SCHEDULE AN APPOINTMENT, CALL

1-888-MOFFITT

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TAMPA BAY BUSINESS JOURNAL

FGCAR & FGCAREP

The Florida Gulfcoast Commercial Association of Realtors & The Florida Gulfcoast Commercial Association of Real Estate Professionals proudly present its

HENRY H. BLANTON LIFETIME ACHIEVEMENT AWARD

OVERALL TOP PRODUCER

OVERALL DEAL OF THE YEAR

Larry Richey Cushman & Wakefield

Dean Saunders, ALC, CCIM Coldwell Banker Commercial Saunders Real Estate

Nancy Surak, ALC, CCIM Eshenbaugh Land Company

FGCAR & FGCAREP PINNACLE AWARDS

On March 26, 2015 FGCAR & FGCAREP recognized the Top Producers and Deals of the Year in Tampa Bay commercial real estate in six distinct categories: Industrial, Investment, Land, Office, Retail and General Brokerage. Real estate professionals from Hillsborough, Pinellas, Polk, Pasco, Sarasota and Manatee counties submitted their dollar volume of production and their dedication to client service, to be judged by their peers. The MISSION of the Florida Gulfcoast Commercial Association of Realtors and Real Estate Professionals is to provide a broad range of benefits and services to its members, including regular networking and educational opportunities, promotion of listings, recognition of accomplishments, and a positive impact in governmental affairs. The membership of FGCAR & FGCAREP is dedicated to maintaining the highest standards of conduct and ethics in business dealings, and the protection of private property rights.

PRESENTING SPONSORS

MARCH 27, 2015

DEALS OF THE YEAR INVESTMENT

Brian Andrus, CCIM Stonebridge Real Estate Co

LAND

Nancy Surak, ALC, CCIM Eshenbaugh Land Company

RETAIL

Steven Silverman Tampa Commercial Real Estate

NATIONAL DIVISION

Ryan Sampson, ALC, CCIM Eshenbaugh Land Company

John Burpee NAI Tampa Bay Tom Chamblee Colliers International Tampa Bay Florida Matthew B. Shaw, CCIM Berkshire Hathaway HomeServices Florida Properties Group

INDUSTRIAL FGCAR REGIONAL DIVISION

Brian Andrus, CCIM Stonebridge Real Estate Co.

Julia Rettig Cushman & Wakefield of FL, Inc.

David Rabon Berkshire Hathaway HomeServices Commercial

David M. Kramer Pridgen Realty Inc.

ALLIANCE

NATIONAL DIVISION

Heather Whitacre Fidelity National Title

SPECIAL PURPOSE

Pat Marzulli, CCIM, SIOR Colliers International Tampa Bay Florida Carol Warren Colliers Internationalt

MOST TRANSACTIONS

Mike Davis Cushman & Wakefield of Florida, Inc.

ROOKIE OF THE YEAR

Nina Sullivan Cushman & Wakefield

ALLIANCE COMPANY OF THE YEAR

BJ Harris Harris Insurance Group Inc.

BROKERAGE COMPANY OF THE YEAR Eshenbaugh Land Company

TOP PRODUCERS RETAIL FGCAR REGIONAL DIVISION

Deron Thomas, CCIM, SIOR Industrial Realty Solutions

Sabrina Downing Commercial Asset Partners Realty

Florida Gulfcoast Commercial Association of Realtors, Inc.

Dean Saunders, ALC, CCIM Coldwell Banker Commercial Saunders Real Estate

John C. Dunphy JLL

OFFICE FGCAR REGIONAL DIVISION Jim Crews Bishop & Associates, Inc,

Wendy S. Giffin Osprey Real Estate Services

John C. Dunphy JLL

Tim Callahan Cushman & Wakefield of FL, Inc. John B. Jackson Colliers International

Cheri M. O’Neil, CCIM Savills Studley, Inc.

NATIONAL DIVISION Andy May Cushman & Wakefield Scott Garlick Cushman & Wakefield

INVESTMENT FGCAR REGIONAL DIVISION Steven Silverman Tampa Commercial Real Estate Brian Andrus, CCIM Stonebridge Real Estate Co. Kevin Platt Smith and Associates Real Estate, Inc.

NATIONAL DIVISION

Mike Davis Cushman & Wakefield of Florida, Inc. Michael Mele Marcus & Millichap Rick Brugge Cushman & Wakefield of FL, Inc.

Mark S. Klein, CCIM Klein & Heuchan Inc. Jason Aprile, CCIM RMC Ross Realty LLC

NATIONAL DIVISION

Bruce K. Erhardt, ALC Cushman & Wakefield of Florida, Inc.

OFFICE

Kim Lohry Berkshire Hathaway

Nancy Surak, ALC, CCIM Eshenbaugh Land Company

John Fish Cushman & Wakefield Melanie P. Jackson Colliers International Tampa Bay

GENERAL BROKERAGE FGCAR REGIONAL DIVISION Elliott M. Ross, CCIM RMC Ross Realty LLC

Lawrence D. Gilbert Klein & Heuchan, Inc. Realtors Carol Warren Colliers International

NATIONAL DIVISION

Matthew B. Shaw, CCIM Berkshire Hathaway HomeServices Florida Properties Group

LAND FGCAR REGIONAL DIVISION Bill Eshenbaugh, ALC, CCIM Eshenbaugh Land Company

Pat Marzulli, CCIM, SIOR Colliers International Tampa Bay Florida Kim Lohry Berkshire Hathaway

To contact these and all of FGCAR/FGCAREP’s professional broker members, and to search over 4000 of their commercial real estate listings go to www.FGCAR.org

TAMPA BAY BUSINESS JOURNAL

“Partnering with a bank that understands more than just my banking needs was a real TURNING POINT for me.”

Dr. Sheryl Hunter-Griffith

Kids Healthy Teeth

Get the whole story at regions.com/kidshealthyteeth

When she opened her dental practice, Kids Healthy Teeth, in 1988, Dr. Sheryl Hunter-Griffith had a vision of delivering high-quality care to the most vulnerable of patients: children – especially children with special needs. But as her business rapidly expanded, Sheryl had less time to focus on the details so she turned to Regions Banker Chris Peralta, who has a special-needs child of his own. Chris has always proactively sought out opportunities to help Sheryl’s business move forward. By performing a detailed analysis of every aspect of the business, and introducing the account management and bill payment services available through Regions Online Banking, he has helped Kids Healthy Teeth to significantly reduce its costs. Sheryl is grateful she has a banker who not only understands the greater mission of her business, but also shares her vision for moving forward. To see how we can help your business move forward when it’s at a turning point, turn to Regions.

Loans | Treasury Management | Can-Do Attitude © 2015 Regions Bank. All loans and lines subject to credit approval. I Regions and the Regions logo are registered trademarks of Regions Bank. The LifeGreen color is a trademark of Regions Bank.

SMB-2331-Kids Healthy Teeth-no location.indd 1

3/19/15 12:41 PM

MARCH 27, 2015

PUBLIC EYE PUBLIC COMPANY STATS

KEY EVENTS

Bloomin’ Brands Inc.

RR June 14, 2007 Bain Capital Partners, Catterton Management take OSI Restaurant Partners private

(Nasdaq: BLMN)

Bloomin’ Brands Inc. is one of the largest casual dining companies in the world, with four concepts: Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill and Fleming’s Prime Steakhouse & Wine Bar. As of Dec. 28, the company owned and operated 1,344 restaurants and franchised 166 restaurants across 48 states, Puerto Rico, Guam and 21 countries. 2202 North West Shore Blvd., Suite 500, Tampa, FL 33607 | 813-282-1225

DIRECTORS NAME

DATE BOARD SERVICE BEGAN PROFESSIONAL AFFILIATIONS

Andrew Balson

June 2007

Former managing director, Bain Capital

James Craigie

November 2013

Executive chairman and CEO, Church & Dwight Co. Inc.

$259,126

Mindy Grossman

September 2012

CEO, HSN Inc.

$197,508

David Fitzjohn

February 2014

Chairman, Pizza Hut UK Ltd.

$213,742

David Humphrey

September 2012

Managing director, Bain Capital

Tara Walpert Levy

N/A

Managing director of global ad market development, Google Inc.

John Mahoney

May 2012

Retired vice chairman, Staples Inc.

Elizabeth Smith

January 2012

Chairman and CEO, Bloomin’ Brands

N/A

Chairman, ConSul Partners LLC; former chairman and CEO, OSI Restaurant Partners (predecessor to Bloomin’ Brands)

N/A

Chris Sullivan 1991

2014 CASH AND STOCK AWARDS

N/A

N/A $200,008 $214,558

RR Nov. 24, 2008 OSI agrees to sell Lee Roy Selmon’s concept to Outback founders Bob Basham, Chris Sullivan RR Nov. 3, 2009 Elizabeth Smith, former president of Avon Products, named CEO of OSI RR Aug. 13, 2012 Renamed Bloomin’ Brands complete initial public offering, raises $142.2 million RR Dec. 11, 2012 First Outback Steakhouse opens in Shanghai RR Nov. 1, 2013 Bloomin’ agrees to buy controlling interest in Outback Steakhouse operations in Brazil RR Jan. 27, 2015 Bloomin’ sells Roy’s concept, 20 company-owned restaurants to United Ohana for $10 million RR Feb. 27, 2015 Bain says it will sell all the stock it still holds in Bloomin’ Source: 2014 proxy statement, regulatory filings, press releases Researched by Margie Manning

NOTE: Directors who are the company’s employees, founders or sponsors do not receive compensation to serve on the board.

CORNER OFFICE

2014 EXECUTIVE COMPENSATION

Reputation at steak: Brands innovating menus in 2015

NAME AND POSITION

Menu innovation will drive comparable store sales in 2015, Liz Smith, chairman and CEO, told analysts during a Feb. 19 conference call. “Outback will create new menu items that continue to reinforce our ‘Best at Steak’ messaging. Bonefish will launch culinary-forward offerings with the new bar menu and seasonal menu changes. And finally, there will be a new core menu at Carrabba’s, designed to broaden occasions.” Bloomin’ also is significantly expanding investments in digital and mobile market platforms, including online ordering and payment, she said. More Outback and Carrabba’s will offer weekday lunch, and Bloomin’ will launch national advertising for Outback lunch in the second quarter of 2015.

TOTAL*

Elizabeth Smith, chairman and CEO

$6,206,227

David Deno, executive vice president, chief financial and administrative officer $2,371,633 Donagh Herlihy, executive vice president, digital and chief information officer $3,839,268 **Stephen Judge, executive vice president, president of Bonefish Grill

$1,848,939

Jeffrey Smith, executive vice president, president of Outback

$1,786,151

*Total compensation includes salary, cash bonus, stock and option awards and other compensation. **Judge is leaving Bloomin’; the company appointed Gregg Scarlett as EVP and president of Bonefish Grill on March 1and option awards and other compensation.

REVENUE $4.0B

NET INCOME $4.1B

$208.4M

$4.4B

$91.1M

$50.0M 2012 2012

2014

Audit & Assurance Tax · Advisory

Liz Smith

The secret’s out.

1 in 3

2013

public companies in Tampa Bay use CBIZ and Mayer Hoffman McCann P.C.

*Mayer Hoffman McCann P.C. is an independent CPA firm providing audit, review and attest services, and works closely with CBIZ, a business consulting, tax and financial services provider.

With proven expertise and value-added client service, CBIZ and MHM are trusted advisors to public companies in Tampa Bay. Discover why we are one of Tampa Bay’s best-kept secrets.

TAMPA BAY BUSINESS JOURNAL

16 16 SPECIAL REPORT: BIZWOMEN MENTORS

Tampa Bay businesswomen slated to participate in this year’s Mentoring Monday answer this question:

Try to be authentic – distinguish yourself among your friends. Work harder/more efficiently than everyone around you. Always deliver more than you promise. Don’t talk about others unless you have something nice to say. I would have said, simply, don’t talk about others, but it would have been lost because I wouldn’t have listened to myself. RENEE VAUGHN President Williams Consulting Group

ALWAYS FOLLOW YOUR GUT FEELING.

What advice would you give your 16-year-old self?

Don’t beat yourself up over who you are not. On the same theme, be kinder to yourself when you aren’t “perfect” ... no one is! Finally, as a single mom, make sure that you take time for yourself as you balance children and career. MARTY LANAHAN West Florida area president Regions Bank

I would advise my 16-year-old self to balance being true to who I am today, without so carefully defining it that I miss becoming something I didn’t know was in me. Although early on, I thought I knew exactly who I was and where I was going, I realized over time that in some cases my own focus actually limited where life might have taken me had I been receptive to seeing beyond my definition. And, once open to a broader interpretation, I’ve continued to flexibly define myself well beyond early self-imposed boundaries. SUSAN BLACKBURN President/COO Freedom Bank

Most importantly, you must learn to like yourself and love yourself. Believe the people around you who tell you are smart and beautiful and can do anything you put your mind to. And listen to your mother! She was right 99 percent of the time!

HOLLY TOMLIN Recruiter/staffing consultant Tomlin Staffing

SUZANNE MCCORMICK CEO United Way Suncoast

Enjoy the ride!

Learn this phrase and think of it daily: You’ll spend the early part of your career thinking everyone else knows more (especially all those boys who are just so confident all the time) and when you start to hit a stride in your career, you’ll still worry about being an imposture. You might always have these feelings of inadequacy from time-to-time, but that’s probably good if you use it to propel you to keep learning as opposed to holding you back. What Dad always says turns out to be very true, “Birds of a feather flock together” so choose your friends, colleagues and mentors carefully. Always strive to seek wise counsel (that’s why movements like #mentoringmonday are wonderful) and in everything you do, continue to practice The Golden Rule.

Embrace each new challenge and opportunity, and have fun along the way! When you follow your passions, personal fulfillment and success will come.

DANIELLE KUCERA Director of growth Accell Audit & Compliance PA

CHRISTINE LONG, Chief programs officer Metropolitan Ministries

fake-it-til-ya-make-it!

MARCH 27, 2015

SPECIAL REPORT: BIZWOMEN MENTORS At 16 I was as ‘sassy’ as I could be, yet I was afraid to strike out beyond the comfortable boundaries of my hometown. I only had the courage to leave and truly pursue my dream career five years later. From my perspective today, I would tell myself to respect the power of that inner ‘sassy’ and go BIG. That thoughtful sacrifices made toward a greater reward are worth it. That leaving the comfort zone is what makes for a quality life and a fulfilling career.

Keep an open mind, focus on helping others, work hard and

PATRICIA COURTOIS President and CEO C-Suite Communications

MARUCHI AZORIN Owner Villa Rosa Distinctive Linens

I would tell her to always stretch herself and be comfortable taking risk. By pushing oneself outside the scope of your own comfort zone each day ... we grow.

never, never, never give up! SANDRA MURMAN Commissioner Hillsborough County Commission, District 1

Evaluate your decisions with as much information as you can find. Once you are convinced as to the direction of your decisions, don’t second guess yourself! And have the tenacity to defend them.

Dear 16-year-old me, I have 10 pieces of advice, do me a favor — FOLLOW THEM. It will make my job so much easier: 1. Enjoy your life as it’s happening, because you can’t go back 2. Wear that damn outfit, girl! Who cares what your friends think?!?! 3. It’s okay not to win all the time ... you actually learn stuff when you lose. 4. When you get angry, speak softer. Don’t yell ... it actually works! 5. Don’t put too much energy in the being popular. You are a pretty cool person. People will actually like you just how you are.

BRITTANY MAXEY Patent attorney Maxey Law Offices

6. Invest every bit of your money! Hell, eat noodles and cheese sticks until you are 21 ... but save your money! 7. Invest in quality friends. And when your gut tells you to walk away — follow it! 8. Care about the world around you. People are hungry and need so much. Pay attention and do your part now — don’t wait! 9. One stroke of bad luck doesn’t mean that your life is “doomed,” I promise you WILL be successful!

Don’t be afraid of failure. The earlier you experience failure, the easier it will be for you the next time things don’t go your way. Decide where you really can’t afford to make mistakes — whether that’s school, or your summer job, athletics or an artistic endeavor — and work hard to excel in those areas. But then pick other arenas where you can risk a little more, maybe have some fun and learn from the inevitable mistakes you’ll make along the way. MINDY MURPHY President and CEO The Spring of Tampa Bay Inc.

10. Never forget what your parents are giving up to give you this life.

Do what it takes to pay your way through college without loans. Work. If it takes you longer to complete because you have to take fewer classes because of the expense do so. The experience you get is worth more than getting through school quickly.

A hilly or winding path is usually more interesting and offers more opportunity than a straight flat one.

Remember it’s more about the journey than the destination. BRENDA DOHRING HICKS CEO The Dohring Group

Love, Older Me

Do everything to the best of your ability. Be loving and compassionate with every living being you meet.

TRIMEKA BENJAMIN President OrangeTheory - fresh ideas

PATRICIA LAWMAN CEO Morphogenesis Inc.

Stop worrying about the future. Live in the present! Don’t be in such a rush to grow up. You’ll be an adult before you know it. The journalism, the family, the travel will come later. For now, just “be” 16! Your BEST is GOOD ENOUGH. Don’t second guess yourself. Prepare when preparation is possible and then just give it your all. Finally, don’t give mom and dad such a hard time about staying home for college. They just want you close by (and in their minds: “safer”). They’re not trying to ruin your life. Not moving away for college doesn’t mean you won’t become a journalist. You will take a different route than your friends, but you’ll get there. Everything isn’t always about you, Lissy. Sometimes, it’s about what the other person is going through or feeling. LISSETTE CAMPOS Director of community affairs WFTS TV ABC Action News

TAMPA BAY BUSINESS JOURNAL

Compiled by Christine Erickson 813-342-2474, @tbbjresearch cerickson@bizjournals.com

FLORIDA AIRPORTS RANKED BY PASSENGERS ENPLANED IN 2014 Passengers enplaned 2014

Total passengers 2014

Total passengers 2013

Percent change passengers

Total operations 2014

P.O. Box 025504 Miami, FL 33102 305-867-7077

20.26 million

40.94 million

40.56 million

0.9%

402,663

Emilio Gonzalez, Director, MiamiDade Aviation Department, etgonzalez@miami-airport.com

1 Jeff Fuqua Blvd. Orlando, FL 32827 407-825-7445

17.78 million

35.71 million

34.77 million

2.7%

290,331

Phillip Brown, Executive Director, Greater Orlando Aviation Authority, pbrown@goaa.org

2200 S.W. 45th St., #101 Dania Beach, FL 33312 954-359-2450

12.33 million

24.65 million

23.56 million

4.6%

258,254

Kent George, Director of Aviation

P.O. Box 22287 Tampa, FL 33622 813-870-8700

8.76 million

17.55 million

16.92 million

3.7%

183,987

Joseph Lopano, CEO, Hillsborough County Aviation Authority

11000 Terminal Access Rd., #8671 Fort Myers, FL 33913 239-590-4400

4.06 million

7.97 million

7.64 million

4.4%

77,154

Robert Ball, Executive Director, Lee County Port Authority

1000 PBIA, #123 West Palm Beach, FL 33406 561-471-7420

2.94 million

5.89 million

5.69 million

3.4%

139,712

Bruce Pelly, Director, Department of Airports

14201 Pecan Park Rd. Jacksonville, FL 32218 904-741-2228

2.6 million

5.19 million

5.13 million

1.3%

88,374

Tony Cugno, COO

Orlando Sanford International Airport (SFB) 4

1200 Red Cleveland Blvd. Sanford, FL 32773 407-585-4000

1.08 million

2.18 million

2.03 million

7.5%

220,630

Larry Dale, President, CEO, Sanford Airport Authority

Pensacola International Airport (PNS)

2430 Airport Blvd., #225 Pensacola, FL 32504 850-436-5000

774,320

Daniel Flynn, Interim Airport Director, dflynn@cityofpensacola.com

14700 Terminal Blvd., #221 Clearwater, FL 33762 727-453-7800

Business name Website

Address Phone

Miami International Airport (MIA)

Orlando International Airport (MCO)

miami-airport.com

orlandoairports.net

Fort Lauderdale-Hollywood International Airport (FLL) 5 fll.net

Tampa International Airport (TPA) tampaairport.com

Southwest Florida International Airport (RSW) 15 flylcpa.com

Palm Beach International Airport (PBI)

pbia.org

Jacksonville International Airport (JAX) 14

flyjax.com

orlandosanfordairport.com

flypensacola.com

Top local executive

1.54 million

1.52 million

1.7%

608,000

1.25 million

1.02 million

22.7%

Noah Lagos, Airport Director

St. Petersburg/Clearwater International Airport (PIE) 7

Sarasota Bradenton International Airport (SRQ) 12

6000 Airport Cir. Sarasota, FL 34243 941-359-5200

601,486

1.2 million

1.19 million

0.8%

101,215

Fredrick Piccolo, President, CEO

Northwest Florida Beaches International Airport (ECP) 18

6300 W. Bay Pkwy. Panama City, FL 32409 850-763-6751

406,351

815,160

816,478

-0.16

57,066

Parker McClellan, Executive Director

Key West International Airport (EYW)

3491 S. Roosevelt Blvd. Key West, FL 33040 305-809-5210

370,000

723,000

773,000

-6.47

Peter Horton, Director of Airports, horton-peter@monroecoutyfl.gov

Tallahassee Regional Airport (TLH)

3300 Capital Cir. S.W., #1 Tallahassee, FL 32310 850-891-7808

352,821

705,928

696,724

1.3%

Chris Curry, Director of Aviation

700 Catalina Dr., #300 Daytona Beach, FL 32114 386-248-8030

318,190

632,312

608,412

3.9%

292,655

Frederick Karl, Director, Aviation & Economic Resources, fkarl@co.volusia.fl.us

28000 Airport Rd., #A-1 Punta Gorda, FL 33982 941-639-1101

314,000

628,000

333,000

88.6%

Gary Quill, Executive Director

1 Air Terminal Pkwy., #220 Melbourne, FL 32901 321-723-6227

214,000

423,000

418,000

1.2%

Richard Ennis, Executive director

3880 N.E. 39th Ave., Suite A Gainesville, FL 32609 352-373-0249

208,262

413,520

404,590

2.2%

59,697

Allan Penksa, CEO, info@flygainesville.com

4796 U.S. Hwy. 1 N. St. Augustine, FL 32095 904-209-0900

20,000

40,000

—

137,484

Edward Wuellner, Executive Director, erw@sgj-airport.com

160 Aviation Dr. N. Naples, FL 34104 239-643-0733

2,333

—

94,568

Theodore Soliday, Executive Director

fly2pie.com

www.srq-airport.com

iflybeaches.com

keywestinternationalairport.com

flytallahassee.com

Daytona Beach International Airport (DAB) 3 flydaytonafirst.com

Punta Gorda Airport (PGD) flypgd.com

Melbourne International Airport (MLB) 10

mlbair.com

Gainesville Regional Airport (GNV) flygainesville.com

Northeast Florida Regional Airport at St. Augustine (SGJ) 8 flynfra.com

Naples Municipal Airport (APF) flynaples.com

R CLOSER

LOOK

148.5 million Total number of passengers in 2014 for the 20 airports on the List.

BIGGEST PERCENT CHANGE IN PASSENGERS 20132014 Punta Gorda Airport 88.6% St. Pete-Clearwater International Airport

22.7%

Orlando Sanford International Airport

7.5%

Fort LauderdaleHollywood International Airport

4.6%

Southwest Florida International Airport

4.4%

ABOUT THE LIST Information was obtained from airport websites and the Federal Aviation Administration. Total operations include all planes landing and taking off including air carriers, air taxi, military and general aviation.

NEED A COPY OF THE LIST? Information for obtaining reprints, web permissions and commemorative plaques, call 877-397-5134. More information can be found online at TampaBay. Bizjournals.com by clicking the “Store” tab near the top of the site. WANT TO BE ON THE LIST? If you wish to be surveyed when The List is next updated, or if you wish to be considered for other Lists, email your contact information to Christine Erickson at cerickson@ bizjournals.com.

NOTES: NA - not applicable, not available or not approved. Prior year’s ranking was by total operations.

THANK YOU TO OUR 2014-15 BOOK OF LISTS SPONSORS

Hospitality Sponsor

To find out how your business can benefit from being a part of the Book of Lists, contact Maria Krueger at 813.342.2490 or mkrueger@bizjournals.com

MARCH 27, 2015

Specializing in Corporate Rentals and Events Your LOCAL Audio Visual Provider For Over 25 Years Rental Equipment

Event Staging

• LCD Video Projectors

Our clients have relied on our friendly, personalized service, painstaking attention to detail and reasonable rates to meet their audio-visual rental and staging needs for tradeshows, conventions, meetings, parties, pharmaceutical dinners & other events in Tampa and surrounding areas. Our prices, service and equipment are among the best.

• Video Equipment • Audio Visual Equipment • Sound Systems & Wireless mics • Lighting • 24 Hour Service • Delivery Available

www.avssinc.net avssinc@yahoo.com • (813) 243-5561 • (800) 881-AVSS 4517 George Rd., Suite # 220, Tampa, FL 33634

Securing America’s food supply.

Strengthening the local economy. It’s what we do. At Mosaic, we’re committed to helping farmers secure our nation’s food supply – and to supporting our local community. After all, Tampa Bay is our home. According to a 2013 study on Port Tampa Bay, the phosphate we mine, manufacture into crop nutrients and animal feed ingredients, and ship around the world accounts for two-thirds of the Port’s $15.1 billion annual economic activity. In addition, the phosphate industry supports more than half of the Port’s 80,000 direct, indirect and related jobs. We’re proud to be part of the backbone that sustains the Central Florida economy – and Port Tampa Bay. We help the world grow the food it needs.

mosaicco.com/florida

TAMPA BAY BUSINESS JOURNAL

Compiled by Christine Erickson 813-342-2474, @tbbjresearch cerickson@bizjournals.com

FLORIDA PORTS RANKED BY 2013 WATERBORNE CARGO VALUE Business name Website

Address Phone 110 N. Apopka Ave., 2nd Fl. Fort Lauderdale, FL 33316 954-468-0137

Port Everglades

PortMiami

Port of Jacksonville (JAXPORT)

Port Tampa Bay

Port Panama City

Port of Palm Beach

Port Canaveral

Port Manatee

Port of Pensacola

Port of Fernandina

Port of Fort Pierce

porteverglades.net 1

miamidade.gov/portmiami

jaxport.com

tampaport.com

portpanamacityusa.com

portofpalmbeach.com

portcanaveral.com

portmanatee.com

portofpensacola.com

portoffernandina.org

stlucieco.gov/public_works/port.htm

2013 waterborne cargo value

2012 waterborne cargo value

2013 containerized cargo value

Total tonnage 2013

Cruise passengers 2013

Top local executive

$25.37 billion

$24.35 billion

$15.67 billion

22.45 million

3,600,636

Steven Cernak, CEO, Port Director

4,078,529

Juan Kuryla, Director, juk@miamidade.gov

1015 N. America Way Miami, FL 33132 305-347-4844

$24.31 billion

$25.32 billion

$19.26 billion

7.98 million

2831 Talleyrand Ave. Jacksonville, FL 32206 904-357-3036

$23.49 billion

$23.09 billion

$7.95 billion

24.24 million

371,263

Brian Taylor, CEO

1101 Channelside Dr. Tampa, FL 33602 813-905-7678

$4.43 billion

$4.8 billion

$581.61 million

34.94 million

854,260

Paul Anderson, CEO

Wayne Stubbs, Executive Director, wstubbs@portpanamacityusa.com

5321 W. Hwy. 98 Panama City, FL 32401 850-767-3220

$3.6 billion

$3.34 billion

$1.43 billion

1.78 million

1 E. 11th St., #600 Riviera Beach, FL 33404 561-383-4121

$2.14 billion

$1.98 billion

$1.57 billion

2.15 million

345,827

Manuel Almira, Executive Director, malmira@portofpalmbeach.com

445 Challenger Rd., #301 Cape Canaveral, FL 32920 321-212-9296

$1.38 billion

$1.54 billion

$19.24 million

3.87 million

3,986,994

John Walsh, CEO

300 Tampa Bay Way Palmetto, FL 34221 941-722-6621

$718.5 million

$552.72 million

$133.62 million

7.2 million

Carlos Buqueras, Executive Director

700 S. Barracks St. Pensacola, FL 32501 850-436-5070

$222.88 million

$209.77 million

$2.23 million

215,441

Amy Miller, Port director, amiller@portofpensacola.com

86130 License Rd., #9 Fernandina Beach, FL 32034 904-491-7422

$175.27 million

$259.37 million

$64.73 million

275,198

Val Schwec, Commercial director, val_schwec@kindermorgan.com

2300 Virginia Ave. Fort Pierce, FL 34982 772-462-1592

$103.04 million

Don West, Director, Public Works

R CLOSER

$2.06 billion Value of imports at Port Tampa Bay in 2013.

$2.37 billion Value of exports at Port Tampa Bay in 2013

MOST CRUISE PASSENGERS PortMiami

4.1 million

Port Canaveral

4 million

Port Everglades

3.6 million

Port Tampa Bay

854,260

Port of Jacksonville

NOTES: NA - not applicable, not available or not approved

Take it. Share it. Step Out !

Take it. Share it. Step Out! Take the important steps to stop an epidemic. On American Diabetes Association Alert Day®, March 24th, take our one-minute Diabetes Risk Test and find out if you are at risk for type 2 diabetes. Share the test to help others who also steps maytobe atanrisk. Then, participate in a Take the important stop epidemic. On American Diabetes ® 24 , take our one-minute Diabetes , March Association Alert Day Step Out: Walk to Stop Diabetes event in your community. Risk Test and find out if you are at risk for type 2 diabetes. Share the Participate inthe Tampa’s Step Outyou. Walk on Saturday, Begin path a healthier test to help otherstoward who also may be at risk. Then, participate in a

Take it. Share it. Step Out! ®

Take it. Share it. Step Out!

Step Out: Walk to Stop Diabetes event in your community.

November 7th.

Take the important steps to stop an epidemic. On American Diabetes Association Alert Day®,Tuesday March 24th, Begin the path toward a healthier you. take our one-minute Diabetes Risk Test and ﬁnd out if you are at risk for type 2 diabetes. Share the test to help others who also may be at risk. Then, participate in aStep Out: Walk to Stop Diabetes® event in your community. Begin the path toward a healthier you. Take the important steps to stop an epidemic. On American Diabetes Proud Supporter of American ® Proud Supporter of American , March 24thAlert , take our one-minute Diabetes Association Alert Day Diabetes Association Alert Day Diabetes Association Day Risk Test and find out if you are at risk for type 2 diabetes. Share the TUESDAY, 24,24th 2015 TuesdayMARCH March test to help others who also may TUESDAY, be at risk. Then,24, participate in a MARCH 2015 Step Out: Walk to Stop Diabetes® event in your community. Begin the path toward a healthier you. 1-800-DIABETES I DIABETES.ORG/ALERT ®

1-800-DIABETES I DIABETES.ORG/ALERT Proud Supporter of American Diabetes Association Alert Day

TUESDAY, MARCH 24, 2015

LOOK

371,263

MARCH 27, 2015

Florida’s largest port is also its most diverse. Reroute Your Thinking™

63* million customers Port Tampa Bay

*8 million residents and more than 55 million visitors annually: Census and 2013 Visit Florida tourism estimates.

What comes with a port complex of more than 5,000 acres handling all types of cargo? More than 80,000 jobs that are tied directly or indirectly to Port Tampa Bay which provides more than 15 billion in economic impact to the Tampa Bay region. That’s just the beginning. From now through 2020, the I-4 Corridor and all of Central Florida will grow at an unparalleled pace adding more than a million residents to the 8+ million residents and 55 million people that visit annually.

Reroute your thinking. BULK • BREAK BULK • CRUISE • CONTAINER CARGO • AUTOMOBILES

1101 CHANNELSIDE DRIVE, TAMPA, FLORIDA 33602

WWW.PORTTB.COM | 800-741-2297

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TAMPA BAY BUSINESS JOURNAL

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Visit Imagine.VonageBusiness.com or Call 1-844-207-0357 Use Promo Code Imagine for a Special Offer!

Savings claim is based on the average monthly recurring charge for unlimited nationwide business calling plans from leading wireline service providers. Comparison excludes promotional pricing, fees, surcharges or taxes and assumes a customer already has broadband internet service. Check your phone bill to determine the savings that would apply to you. Photography is being used for illustrative purposes only and any person depicted here is a model. ÂŠ2015 Vonage Business Solutions, Inc. All Rights Reserved.

MARCH 27, 2015

ABOVE PAR

PEOPLE ON THE MOVE R RETAIL

R SPOTLIGHT

Jeff Agans

Nancy Smith

Employer: Lazydays Position: Promotion — sales manager of Airstream store

Employer: Lazydays Position: New hire — vice president of human resources

JENNIFER SILVA

The Best Places to Work Awards recognize companies with the best morale, engagement and retention.

Employer: The Sustany Foundation R LEGAL

SERVICES

Position: New hire — executive director Hometown: Largo Education: University of South Florida (Bachelor’s in humanities) First paid job: I was the morning salad assembler at McDonald’s

Laura Prather

Maggie Kramer

Employer: Jackson Lewis PC Position: New hire — managing shareholder

Employer: Johnson Pope Bokor Ruppel & Burns Position: New hire — attorney

Most recent book you have read: “Cradle to Cradle: Remaking the Way We Make Things” What you like best about your current job: The opportunity to make a positive, lasting impact in my community and beyond. Career advice: Do what you love!

R BOARDS

Andrew Jenkins

Christine Cauffield

Andrew Peluso

Jacob T. Cremer

Board: Bush Ross PA Board Board position: Treasurer

Board: Florida Smart Justice Alliance Board Board position: Member

Board: Emerge Tampa Bay Leadership Team Board position: Public policy committee chair

Board: Tampa Bay Regional Planning Council Board position: Gubernatorial appointment

R HOW

TO SUBMIT

R TECH

R REALTY

Submit People on the Move online at TampaBayBusinessJournal.com/people We welcome information about any Tampa Bay-area-based businessperson. Include name, title, company, location and a photo of the person, along with a company contact name, email address and phone number in case additional information is needed. The submissions are automatically compiled and posted online and, depending on space, on print pages. You must send a photo to be considered for print publication. The photos must be high-resolution, color JPEGs that are, at minimum, 200 dpi in size.

Robert Bush

Dawn Walls

Employer: DSM Technology Consultants Position: New hire — director of managed services

Employer: Berkshire Hathaway HomeServices Florida Properties Group Position: Promotion — director, corporate services

.M. . - 3:30 P .M P 0 :3 L 23 12 • TAMPA, 33619 I R P A , Y A THURSD 10690 PALM RIVER RD OLF

TOPG

ALISTS Compliance, PA N I F 5 1 0 2 Inc. dit & ccell Au ervices,

S: A nal S PLOYEE rofessio h M P E s 4 la t 2 A • , Inc. BIG 10 Searc NEARLY ga Title Services Studios • Ferreri xpress Logistics me View grity E Alpha-O Diamond Tampa Bay • Inte • ia d e M iors ns Deliver ess Inter o Mobile Solutio nce Medspa in s u B a r ia Florid LLC • Nit vices, Inc. • Rad s r o , LLC t a c o r e Se o Tampa c c a Laser L n a V r • u . s c oup In ent, In gies PrimeGr tellar Developm echnolo T l e t a v A •S ns ance • Sparxoo e Solutio . ust Insur r iv t t ll a r A t : is S YEE s, Inc Admin 9 EMPLO Doctors terprise Solution BIG 25-4 Collins DO, PA • En & Modern Clarkson uthorities, Inc. • First, Inc. . A s PP+K Inc IDSTC • IT akins • Pasco Kid 2-DrinQ Group • ologies De Techn / RediOgletree i • xByte s Group t t ie o g in lo o M n Skoda PPi Tech aQuest • li e R • i it ht Protiv ileThoug k Group • CDW g A : S E E oup c EMPLOY artners • The Be x • Cox Media Gr C 9 9 0 5 s, LL oreR man P BIGGER tyn Sher cular Disease • C rket Technologie s y r K in a Baldw and Ma CG ege • M nity Coll redus • WilsonH or Retina f u r m e t m n o e C ’s C • Ve • JLL • Kid VectorLearning Fintech • r P.A. ners HIM ez Gassle p o MedPart L r e k S: Ban PLOYEE M Bay E + 0 0 T1 - Tampa nnectWise C L L , M BIGGES H rises • Co • CBIZ M field Camden 1 Beggins Enterp ial • Hunter War s, Inc. c 2 te n Y a CENTUR ng LLP • GTE Fin Business Associa • T-Mobile USA rn ou LLP Ernst & Y Institute • Mode houseCoopers r e e t in ricewa Laser Sp n, Inc. • P Vology, Inc. ig s e D r Powe tics • lity Logis a u Q EVENT PARTNERS l a t To SUPPORTING SPONSOR

TAMPA BAY BUSINESS JOURNAL

MEET YOUR MENTOR

BIZWOMEN MENTORING MONDAY This speed mentoring morning will consist of meetings between mentors and attendees, each lasting seven minutes. Our mentors are local business experts in a variety of fields. Rotate among mentors for Q&A and review your business materials. Don’t miss the unique opportunity to meet and connect with local business leaders!

Check out the mentors who will be attending our event! Karin Arden Partner, JFD Advertising Maruchi Azorin Owner, Villa Rosa Distinctive Linens Jan Baskin Community Benefit and Outreach, Florida Hospital Carrollwood Trimeka Benjamin President, OrangeTheory - fresh ideas Susan Blackburn President/COO, Freedom Bank Lissette Campos Director of Community Affairs, WFTS TV ABC Action News Rhiannon Capling National Market Manager, Well Care Health Plans, Inc. Tracy Carter-Hayes Regional Sales Manager, VP of Select Sales, CIGNA Healthcare Lee-En Chung Founder/Construction Consulting Engineer, Ivy Ventures, Inc. Hosetta Coleman Senior Vice President, Fifth Third Bank

Christine B. Cooper Financial Planner, Chris Cooper Financial Planner

Sheri Gruden Intake/Provider Relations Coordinator, PACE

Patricia Courtois President and CEO, C-Suite Communications

Doreen Hernon Unit Manager, Sr. Associate, Capital One

Debbie Cox-Roush Owner, C & L Creative Services

Whitney Jones Director of Media, Laser Spine Institute

Renee Dabbs Principal,The Voyageur Company Suzanne Diaz SVP Treasury Management Market Manager, National: PNC Brenda Dohring Hicks CEO, RealWired!/The Dohring Group Liza Fleming Marketing Group Manager, Verizon Fios Katie Franco Senior Director of State Operations, Best Buddies International Brenda Gold Financial Consultant Partner – Business Strategies Group, AXA Advisors

Rita Lowman COO, EVP, C1 Bank Brittany Maxey Patent Attorney, Maxey Law Offices Suzanne McCormick Chief Executive Officer United Way Suncoast

Debra Kent-Faulk VP, Community Affairs, Greater Tampa Bay & Gulf Coast, Wells Fargo Laura Krueger Brock Managing Director, National: CBIZ Danielle Kucera Director of Growth,Accell Audit & Compliance, PA Barb Kyes Managing Partner,

Sandy Murman Commissioner, Hillsborough County, District 1 Mindy Murphy President & CEO, The Spring of Tampa Bay, Inc. Tara Richter President, Richter Publishing LLC Ginger Rockey-Johnson CEO, Remarkable Marketing Solutions

ActionCOACH Tampa Bay

Kathleen Steffy CEO/Founder, Naviga Recruiting & Executive Search

Marty Lanahan West Florida Area President, Regions Bank

Holly Tomlin Recruiter/Staffing Consultant, Tomlin Staffing

Patricia Lawman CEO, Morphogenesis, Inc.

Renee Vaughn President,Williams Consulting Group

Christine Long Chief Programs Officer, Metropolitan Ministries

Tracy Young Co-Founder, Pyper Young, Inc.

Monday, March 30, 2015 • 8AM-10AM Metropolitan Ministries 2002 North Florida Ave., Tampa 33602 Register today at TBBJevents.com or contact Autumn Barthelemy at eventstampa@bizjournals.com National Sponsors

Partners

Benefitting

in Partnership with

MARCH 27, 2015

EXECUTIVE FILES SEAN BELANGER

‘The Z’ is a business easy to get passionate about R CLOSER

Why Sean is a big deal: He has 30 years experience in technology leadership. Repeatedly one of the fastest growing private companies in Tampa Bay, The Z was created to provide communication services for deaf people, often in health care settings. It relocated from South Dakota in 2007 and had 17 people here. Now, it has roughly 700 employees, 200 of them in Tampa Bay, in Clearwater and Brandon. New York-based Kinderhook Partners LLC acquired the company in February but made no changes to the brand or leadership.

LOOK

RRTitle, company: CEO at The Z (ZVRS) and Stratus Video Interpreting RRGrew up: Fairfax, Va. RREducation: Virginia Tech University RRFirst paid job: Gas station attendant; washed windows, checked oil RRKids: Three, ages 16, 20, 22 RRPlaylist: Classic rock, Jack Johnson, David Gray RRLast job: CEO, Paradyne Networks RRFor fun: Water sports, snow skiing, sand volleyball, and golf TBBJ FILE

Sean Belanger at the Tampa Bay Business 100 event and fabulous interpreters.

Can you explain the primary focus with The Z? We do the equivalent of telephony for deaf people. We allow deaf people to call hearing people through an interpreter that knows American Sign Language and spoken English. So if a deaf person wants to call a doctor or hearing friend, they are able to call that hearing person through our video teleconferencing technology

Why are you here? We ended up in Clearwater Beach getting good rental space there. One thing that can be difficult at times is recruiting technology people here but we’re very aggressive about recruiting out of state. We market the beach and the Intercoastal. We say “come on down here and enjoy the weather and

biz mix

o o o oo COCKTAILS

CONTACTS

SPONSORED BY

Nomination Deadline: March 27, 2015 Sponsorship opportunities available! Please contact Maria Krueger (mkrueger@bizjournals.com) for more information.

MARCH 27, 2015

LEADS S. Newport Ave., Tampa 33606, Lot 1 Block 10 Plat of Morrison Grove ID A-26-2918-4TC-000010-00001.0, $1,362,428. Somar LLLP to Hesham A. and Rana K. Fakhri, 2908 1/2 Bayshore Court, Tampa 33611, Portion of Lots 41/42 Bayshore Court ID 1289060100, $1,320,000. Lincoln Rock LLC to WA Investments LLC, 1913 S. Ardsley St., Tampa 33629; 804 N. Lincoln Ave., Lots 1/2/4 Lamb ID 1160880000/116090-0000, $1,000,000. Nationstar Mortgage LLC to Kevin Shephard, 12157 W. Linebaugh Ave., Tampa 33626; 17137 Breeders Cup Drive, Odessa 33556, Lot 54 Steeplechase ID 001750.0708, $946,285. Cardel Homes U.S. LP to Andrew and Cammie Yick, 15511 Avocetview Court, Lithia 33547, Lot 23 Block 47 Fishhawk Ranch ID 0883533046, $908,000.

MANATEE COUNTY Bonaire LBK LLC to Anthony A. Martin and Marijo Chudik Martin individual and Trustee, 4975 Gulf of Mexico Drive, Longboat Key 34228; 5005 Gulf of Mexico Drive, Longboat Key 34228, Unit 1 Bonaire at Longboat Key Condo ID 8009200109, $2,500,000. Carol L. Busse individual and Trustee to Bryan and Abigail

Bulaga, 19429 Ganton Ave., Bradenton 34202, Lot 33 Block B Concession ID 331933309, $2,400,000. Erdmen T. and Karen S. Mackenzie to Timothy J. O’Neill Jr. and Melinda K. O’Neill, P.O. Box 2134, Anna Maria 34216; 114 Beach Ave., Anna Maria 34216, Lots 18/19/20 Block C Gulf View ID 6995400006, $2,200,000. KPI Holdings LLC to Alexander E. Kobler, Seeplatzweb 3, Merlischachen; 3103 Ave. F, Holmes Beach 34217, Lot 2 Block 60 Ilexhurst ID 7493600109, $1,675,000. Rolf S. and Lotti Luscher to David L. Bankoff individual and Trustee (1/2 interest) and Billie L. Bankoff individual and Trustee (1/2 interest), 13506 Matanzas Place, Bradenton 34202, Lot 10 Lakewood Ranch Country Club Village ID 587304509, $1,670,000. James W. Schumm and Titi McNeill to Donald W. and Cynthia E. Paxton, 13315 Palmers Creek Terrace, Lakewood Ranch 34202, Lot 1 Block A Lakewood Ranch Country Club Village ID 588506559, $1,600,000. Lee Wetherington Homes LLC to Jay W. and Romana C. Bulaw, 9004 400th Court, Genoa City, Wis. 53128; 7408 Seacroft Cove, Bradenton 34202, Lot 2 Country Club East at Lakewood Ranch ID 586577109, $1,255,285.

W. Robert Clay and Judith Clay to J. Craig Hawkins and Stanley E. Harvey III, 81 Tidy Island, Bradenton 34210; 83 Tidy Island Blvd., Bradenton 34210, Unit 83 Tidy Island Condo ID 7760004205, $1,150,000.

PASCO COUNTY Walter L. Jr. and Vicki L. Lamb to Saint Joe Ranch LLC, 321 Belleview Blvd., Belleair 33756; 27839 St. Joe Road, Dade City 33525, Sec. 25 24 19 ID 25 24 19 0000 00600 0000, $750,000. Homes by West Bay LLC to Susan E. O’Donnell Polly Trustee, 32529 Silvercreek Way, Wesley Chapel 33545, Lot 19 Block 14 Watergrass ID 35 25 20 0010 01400 0190, $545,857. Robert E. and Lillian M. Smith to Robert E. and Leona L. Wightman, 13551 Carnoustie Circle, Dade City 33525, Lot 517 Lake Jovita Golf and Country Club ID 36 24 20 0020 00000 5170, $542,000. Bernard M. and Martha S. Cohen to David R. and Elisabeth V. Conner, 27816 Cobalt Lane, Wesley Chapel 33544, Lot 31 Block 75 Seven Oaks ID 24 26 19 0120 07500 0310, $539,000. Rudolph J. and Joanne Krepela to Stephen M. and Jolene A. Coad, 3402 Sheehan Drive, Land O’Lakes 34638, Lot 12 Block 6B Oakstead ID 23 26 18 0020 06B00 0120, $463,000.

PINELLAS COUNTY Patricia Buckley Moss Trustee to Taub Entities-St. Pete LLC, 921 Anchorage Road, Tampa 33602; 176 Fourth Ave. N.E., St. Petersburg, Lots 4-5 Block 13 Town of St. Petersburg ID 1931-17-77238-000-0040/1931-17-77238-000-0050, $3,500,000. G. Derrick Roberts/Michael Raymondo/Alan Sheppard individually and as Trustees to Brandon and Stacy Kemp, 2871 Kensington Trace, Tarpon Springs 34688, Lot 79 Wentworth ID 1527-16-96008-000-0790, $1,609,000. Catherine I. Genvert to Karen P. Bouchard Trustee, 110 Buena Vista Drive N., Dunedin 34698, Lots 19-21 Block 11 Dunedin Isles Unit 1 ID 22-28-15-23310-0110200, $1,200,000. The Bank of New York Mellon fka The Bank of New York Trustee to Ioannis J. and Evanthia Helidonas, 1280 Playmoor Drive, Palm Harbor 34683, Lots 74-75 Highlands of Innisbrook ID 26 27 15 39357 000 0740, $950,000. Eugenia A. Arnold to Donald and Louise Tabachnick, 2164 Sencove, St. Louis, Mo. 63146; 501 Mandalay Ave., No. 502, Clearwater, Unit 502 Belle Harbor - Phase II ID 05-29-15-06449-002-0502, $784,857.

Jennifer L. Hearn Trustee, 2109-D Main St., Dunedin 34698; Florida Ave., Lots 2-3 Coquina Beach ID 22-27-1518018-000-0020, $745,000. Island Way Towers LLC to Rolf and Hedwig Weidmann, Rebbergstrasse 89 8102, Oberengstringen Switzerland; 223 Island Way, No. 8-F, Clearwater, Unit 8-F Island Way Towers ID 08-29-1543478-000-0860, $726,428. Susan A. and Frank C. Bagatta Jr. individually and as Trustees to Jay C. and Kathleen M. Murphy, 417 Bath Club Blvd. N., North Redington Beach 33708, Lot 29 Block A Bath Club Estates ID 05 31 15 03222 001 0290, $660,000. William S. and Beatrice Gingles to Mark Rodney Kolar, 11262 Pinehurst Drive, Austin, Texas 78747; 250 Isle Drive, St. Pete Beach, Lot 1 Block 1 North Vina Del Mar ID 07 32 16 61560 001 0010, $650,000. Judith N. Coachman to Gregory G. and Nicole M. McCarthy, 3 Dorado Place, Clearwater 33764, metes and bounds in Sec. 06 29S 16E Coachman Lake Estates ID 24-29-15-00000-110-0500, $630,000.

Philip Neil Gerrard and Caroline Gerrard to Regina Ason, 6775 Eagle Ridge Blvd., Lakeland 33813, Lot 86 Eaglebrooke North ID 242919-286039-000660, $540,000. Jean H. Eckelberg and Merlyn E. Eckelberg and Jean H. Eckelberg Trustee to Warren G. and Elsie Ray Clary, 2605 Nevada Road, Lakeland 33803, Sec. 30 28S 24E ID 242830-256300000121, $466,000. D.R. Horton Inc. to Timothy John and Catherine Theresa Clark, 213 Lakewood Drive, Oakville Ontario, Canada L6K 1B3; 4115 Oaktree Drive, Davenport 33837, Lot 26 Oakmont ID 272610-701302000260, $409,000. Park Square Enterprises LLC to Richard and Deborah Ann Andrews, 2 Green Bank Drive, Sunnyside Rotherham S. Yorkshire, United Kingdom S66 3ZP; 355 Orange Cosmos Blvd., Davenport 33837, Lot 205 Watersong ID 272624706191-002050, $405,000. Beazer Homes Corp. to Cristine Almeida de Carvalho Dal Secco and Aparecida de Lourdes Rodrigues de Carvalho, 1319 Yorkshire Court, Davenport 33896; Yorkshire Court, Davenport 22785, Lot 15 Dales at West Haven ID 272605-701152000150, $392,285.

65 Lighthouse Point Drive, Longboat Key 34228, Lot 2 Lighthouse Point ID 0013030003, $3,012,428. Robert and Debra Provost to W. Scot Lloyd, 301 Beach Road, No. 1, Sarasota 34242; 3667 San Remo Terrace, Sarasota 34239, Lot 36 San Remo Estates Unit 2 ID 203914-0032, $1,800,000.

Cacomanolis, 3707 E. 65th Ave., Sarasota 34242; 9290 McDaniel Lane, Sarasota 34240, Lot S-5 Founders Club ID 0222030006, $1,120,000. Lauren K. Labell-Beaver as Successor Trustee to George W. and June F. Shadoan, 112 S. Sandy Hook Road, Sarasota 34242, Lot 6 Sandy Hook ID 0080090024, $1,000,000.

Nicholas and Susan DeBellis to Barry T. and Nancy R. Shapiro, 26380 Willowgreen, Franklin, Mich. 48025; 990 Blvd. of the Arts, No. 901, Sarasota 34236, Unit 901 Beau Ciel ID 2009098021, $1,670,000.

C. Frederick Geilfuss II as Trustee to James and Helen Martyn, 4440 Devitts Road, Blackstock Ontario, Canada L0B 1B0; 7475 Manasota Key Road, Englewood 34223, Sec. 22 40 19 ID 0491-03-0006, $900,000.

Irma Blumenthal to Steven Sacharoff and Guy Markman Sacharoff as Trustees, 156 Bougainvillea St., Tavernier 33070; 240 Sands Point Road, No. 4507, Longboat Key 34228, Unit 4507 Inn on the Beach ID 0013042032, $1,300,000.

Roger E. and Wendy Democh to Cecil L. II and Aya Sewell, 509 S. Shore Drive, Osprey 34229, Lot 8 Sorrento Shores Unit 5 ID 0159010031, $805,000.

Thomas M. and Nina K. Grote as Trustees to Louis D. Marquet and Adrienne Jane Marquet, 7040 Manasota Key Road, Englewood 34223, Sec. 27 40 19 ID 0500070011, $1,250,000.

SARASOTA COUNTY

Robert O. and Gail S. Pruette as Trustees to Jacquelyn Shatto as Trustee, 1005 W. Summit St., Maquoketa, Iowa 52060; 5400 Ocean Blvd., No. 31, Sarasota 34242, Unit 31 The Terrace ID 0080251010, $1,150,000.

Peter J. Trematerra to Mary M. Michels as Trustee,

Thomas and Ana R. Orsini to John G. and Kristi K.

Risk Capital Partners LLC to John P. Glass as Trustee, 51 Ruffled Feathers Drive, Lemont, Ill. 60439; 5740 Midnight Pass Road, No. 508 Building F, Sarasota 34242, Unit 508 Gulf and Bay Club ID 0105046140, $760,000. Leslie W. Gray to Gary and Lauren Kurnov, 5164 Kestral Park Terrace, Sarasota 34231, Lot 169 The Landings Unit 1 ID 0083150004, $720,000.

2X4 2X4 The Annexy Group LLC to

Nickolas C. and Tina Ekonomides to Anthony Degina, 201 Driftwood Lane, Largo 33770, Lot 13A Harbor Bluffs Section Five ID 32 29 15 35838 000 0130, $621,000.

POLK COUNTY

Edward A. Gurry Jr. and Virginia B. Gurry to Sarah K. Kirk, 320 Calle Miramar, Sarasota 34242; 5310 Hidden Harbor Road, Sarasota 34242, Sec. 12 37 17 ID 0082080008, $715,000.

BUSINESS MARKETPLACE

Contact Maria Krueger at mkrueger@bizjournals.com to advertise

March 27, 2015

EMPLOYMENT OPPORTUNITIES Lindell Capital is adding $5,000,000 capacity to its current $17,000,000 book of real estate secured loans. In the Tampa Bay area, we do 1 to 3 year interest only loans to help “complete the deal” for its Business Borrowers. Lindell Capital can do custom loans with lower interest rates in participating deals. Call Joe from Lindell Capital at 813-286-3800 to discuss your needs.

SPECIAL REAL ESTATE AD OFFER Run a 1x2, full-color classified real estate ad. Special offer price: $100 FOR MORE INFO EMAIL MRAZDRIH@BIZJOURNALS.COM

DESIGN/BUILD SALES CONSULTANT Southern Crafted Homes has an outstanding opportunity available for a candidate possessing: • Proven high-end new homes sales performance • Excellent communication and customer service skills • Knowledge of architectural designs, finishes and products utilized in luxury homes • Strong understanding of the home building process • Business development experience with Realtors, architects, lenders and other professionals

(Tampa, FL) Sftwre consultng co. seeks indivs w/ BS/MS & relv exp for folwng pos. Must be willing to travel and/or relocate to work in unanticipated locations throughout the US. No telecommuting. SOFTWARE DEVELOPER (2 open positions): Position 1: Prov service engg suppt for enterprise data warehouse fees from ERP systems using SAP BI & SAP BODs. Act as subject matter expert in SAP BODS/BI & SQL server. Work on service support for incidents, changes requests & problem mgmt tickets for SAP BODS & SAP BI. Support integration of existing SAP BODS/BI systems w/ various upstream systems. Work w/ SAP ECC, SAP BW, SAP BODS, SQL & C Shell Scripting & Windows. Req. IT exp incl at least 1 yr of exp in SAP ECC, SAP BW, SAP BODS & SQL Server. Please refer to SST- TT- 0309 Position 2: Wrk in all phases of SDLC. Dsgn, dvlp, test & deploy various apps on MS reltd techniques such as BizTalk, .NET platform, C#, ASP.NET, SQL Server, SharePoint etc. Implement out of the box functions & use XSLT, C# inline codes for complex mapping. Dvlp complex orchestrations to receive various request messages, process them w/ external helper classes, use WCF-SQL adapter to communicate w/ SQL Server 2008 R2. Perform BizTalk implementations of ANSI X12 EDI for HIPAA compliant transactions in healthcare messaging models such as HIPPA EDI 4010 5010 solutions w/ 834,837 P & I, 835, 837 D, 997 270/271, 276/277. Implement various integration patterns like convoys & also usage of FILE, FTP, HTTP, SOAP, SMTP, POP3, WCF, EDI & WCF LOB Adapters for SQL ORACLE & WCF Relay Adapters. Create various custom pipeline components for encryption, msg manipulation, serialization, logging & general purposes. Hands on implementation on ESB Toolkit 2.0 2.1 integration w/ BizTalk Itineraries & exception handling implementation w/ dynamic resolution of itineraries & dynamic routing in BizTalk. Conduct extensive BizTalk Rule Engine dvlpmt & deployment & perform BizTalk Server Installation, SQL Server installation, complex T-SQL Scripts, Stored Procedures & SSIS Packages. Req. exp using Microsoft technologies w/ BizTalk implementations of ANSI X12 EDI for HIPAA compliant transactions in healthcare messaging models incl HIPPA EDI 4010 5010 solutions with 834,837 P & I, 835, 837 D, 997 270/271, 276/277. Please refer to SST- TT- 0311 Send cl/res clearly indicating your desired title and position to HR, System Soft Technologies, 3000 Bayport Drive, Suite #840, Tampa, Florida 33607.

2X2 2X2

The initial focus will be waterfront properties in Pinellas County. Southern Crafted Homes currently has numerous luxury waterfront homes under construction, including five inventory homes totaling over $12 million.

Excellent long-term career and income potential exists for qualified candidate possessing honesty, integrity and a quest for excellence. Reply to career@southerncraftedhomes.com

Lead Software Engineer, Comprehensive Health Management Inc. aka Wellcare, Tampa FL. Provide leadership & technical expertise in reqs solicitation, system analysis, tech. design, programming & documentation of info. systems. Prepare detailed functional specs, design models, & system workflows from which software apps will be developed & implemented. Conduct code reviews to ensure developers & engineers adhere to development guidelines & industry best practices. Lead, mentor & assist software developers/engineers w/ tech. issues. Lead software developers, software development teams & app development projects as assigned. Req. BS in comp. sci. or related + 60 mo. of exp.: in use of both structured & object oriented systems analysis, design, development tools & techniques, in SQL, & in UNIX Shell Scripting; 36 mo. in implementing large complex development apps, in app integration w/ third party/external sources, in .NET (C#), Java (J2EE) or client server object oriented technologies, in XML, & in PL/SQL; 24 mo. in database design, development & normalization using Oracle DBMS; & adv. knowledge of C3, J2EE & SOA design & implementation. Apply to Req # 1501215 at www.wellcare.com.

Senior Software Engineer - Development @ Syniverse Technologies, Inc. (Tampa, FL) F/T. Work on all phases of software development process. Create design docs utilizing object oriented or structured methods including flow diagrams, structure definitions & architecture diagrams. Perform coding using Java/J2EE, MySQL, Spring Integration framework & JBOSS/Weblogic application server in Linux/Window environments. Perform unit testing & post-implementation monitoring. Reqts: Bachelor’s degree (or foreign equiv) in Comp IS, Comp Sci, Engg (any) or rel & 7 yrs of exp in job off’d, as Java Developer, Asst Consultant, Software Engineer, or rel. This position reqs exp w/: object oriented & structured methods; Java, J2EE, MySQL, Spring Integration framework; JBOSS & Weblogic; Linux & Windows environments. Employer will accept any suitable combination of education, training or experience. Send resume to: E. Knight, HR, Syniverse Technologies; 8125 Highwoods Palm Way, Tampa, FL 33647. Indicate job title & code “VM-FL” in cvr. ltr. EOE.

TAMPA BAY BUSINESS JOURNAL

Don’t buy this phone. The math is so simple. Either you buy 10 Samsung Galaxy S5s from Verizon and spend $14,959 over 2 years.*

Or you lease them from Sprint Business and save more than $5,599 over the same period compared to Verizon.*

Device leasing from Sprint Business gives your people the devices they want in a simple, flexible, incredibly affordable way. • Reduce your up-front device costs • Drive down the cost of your mobile network services • Turn big, fat lumps of capital into predictable operating expenses • And get the latest tech Do the math. And you’ll never buy a device again.

Call 877-633-1102 or visit sprint.com/dothemath to take advantage of this limited time offer.

*Savings based on well qualified customer with new-line activation or eligible upgrade. Comparison based on publicly-available information as of 02/13/15 between Sprint Lease 24 mo. contract to 2-year contract and device pricing on Verizon More Everything Plan for 10 lines using Samsung Galaxy S5. Upfront device cost: ($0/ Sprint vs. $1,999.90/Verizon. Monthly phone cost: $200/ Sprint vs. $0/Verizon excluding taxes and Sprint surcharges. Limited time offer $5 / mo. service credit x 10 lines: ($50) month Sprint vs. N/A Verizon for new-line or activation or eligible upgrade up to 24 months of lease term, provided the device remains active. 20 GB Shared Data: $90/ Sprint vs. $140/Verizon. Monthly access with Unlimited talk + Text While on network: $150/Sprint vs $400/Verizon. Monthly Total 10 lines:$390/Sprint vs $540/Verizon. 24 Month total 10 lines: $9,360/Sprint vs $14,959.90/Verizon resulting in $5,599.90 savings over 24 months. Comparison does not include optional device purchase at the end Other monthly charges apply. See below. Monthly lease payments exclude taxes (varies by area). Monthly services charges exclude taxes and Sprint Surcharges [incl. USF charge of up to 16.8% (varies quarterly), up to $2.50 Admin. & 40¢ Reg. /line/mo. & fees by area (approx. 5 -20%)]. Surcharges are not taxes. See sprint.com/taxesandfees. Plan: Activ. Fee: $36/line. Credit approval req. Plan Details: Plans only available to Corporate-Liable business subscribers. CL discounts may apply only to monthly shared data charges. Includes unlimited domestic Long Distance calling and texting while on the Sprint Network. Data allowance as specified. Third-party content/downloads are add’l charge. Int’l svcs are not included. Data: Includes shared data across all subs. Depending on plans selected, includes 20GB of on-network data usage and 100MB off-network data usage. Add’l on-network data usage: 1.5¢/MB. Additional off-network data can be added by opt in only for 25¢/MB for tablets/MBBs. If conflicting share data allowances are applied to an account, the majority on account or most recent change may be applied for all lines. Mobile Hotspot usage pulls from your shared data and off-network allowances. Add-ons: Good for Enterprise™ or BlackBerry Enterprise Service 10 can be added to select data plans for an additional $15/mo. per line. Other BlackBerry smartphones can add BlackBerry Enterprise Server for $20/mo. per line. Messaging: Includes sending/receiving domestic texts (SMS) and pics/videos thru texts (MMS).Discounts: Discount of up to $20/mo./line will be applied within 3 invoices for customers that have chosen Lease. The discount will remain until a new device transaction. Discounts do not apply to basic/feature phone transactions. Usage Limitations: Other plans may receive prioritized bandwidth availability. To improve data experience for a majority of users, throughput may be limited, varied or reduced on the network. Sprint may terminate service if off network roaming usage in a month exceeds (1) 800 min. or a majority of min.; or (2) 100MB or a majority of KB. Prohibited network use rules apply-see sprint.com/termsandconditions. Lease:Terms for all other customers will vary including amount due at signing and taxes/fees. Req. qualifying device and service plan. No equipment security deposit required. Upon completion of 24 mo. term, customer can continue to pay monthly lease amount, purchase or return the device. Customer is responsible for insurance and repairs. Early termination of lease/service: Remaining lease payments will be due immediately, and requires device return or payment of purchase option device price in lease. $5/Mo. Lease Service Credit: Offer ends 04/09/15. CL only. Req. eligible device on 24 mo. Sprint Lease and new-line activ. or eligible upgrade on Sprint Business Share plan. Receive $5/mo service credit for 24 months with eligible device with Sprint Lease. No cash back. Account must remain in good standing to receive svc credits. Allow up to 3 billing periods for 1st svc credit to appear following activ. Avail. from Sprint Business Rep. only. No discounts apply. May not be combined with other offers. Other Terms: Offers and coverage not available everywhere or for all devices/networks. May not be combined with other offers. Restrictions apply. See sprint.com for details ©2015 Sprint. All rights reserved. Sprint and the logo are trademarks of Sprint.

bizwomen

A SUPPLEMENT HONORING MENTORING MONDAY | MARCH 2015

THE BUSINESS JOURNALS

FROM LULULEMON TO LUVO How Christine Day is transforming her next brand

DEFINING MOMENTS IN THE EVOLUTION OF S’WELL PAGE 8

5 MARKETING EXPERTS TO FOLLOW ON TWITTER PAGE 13

THE POWER OF SOCIAL GOOD IN MARKETING TO MILLENNIALS PAGE 14

Letter from the editor One year ago, we pulled together nearly 10,000 women around the country for our first Mentoring Monday event. Some of them were mentors, ready to offer snippets of advice and wisdom in speed-coaching sessions that took place in 40 cities that day. The majority of them were protégées, women looking for help growing their businesses and careers. That day was the start of something big. Women across the country connected and continued to help one another tackle business challenges long after the event was over. And Bizwomen. com, a website dedicated to giving those women quality business news and content, went live. The vision from the start has been about telling stories. We have candid conversations with leading business executives about the challenges they face every day, the strategies that have brought them success and the mistakes that have changed their businesses and careers for the better. How do we find them? Bizwomen is part of a network of 43 business publications — including your local business journal. That gives us unprecedented access to successful women around the country. Those women are transforming the business world. It’s our job to bring their stories to you. In these pages, you’ll find a small sampling of those stories. On our website, there are thousands more, with new stories added every day. Our goal is to be a resource for women in business, through our news, profiles and features. So we hope you find value in what you’ll read here. And if it leaves you hungry for more, you know where to find us.

Table of contents

4 Women on board: All the gritty details you never knew about life as a director 6 My Big Break: 8 women share their stories of career-altering moments 8 Getting Oprah’s approval and other defining moments in the evolution of S’well 10 Five CEOs who get up really early 11 Tips for making over your morning 12 Meet Deloitte’s Cathy Engelbert, the CEO that almost wasn’t 13 Five marketing experts you should follow on Twitter 14 The power of social good in marketing to millennials 16 From Lululemon to Luvo: How Christine Day is transforming her next brand 18 Making yourself indispensable and other mistakes to avoid at work

Mary Johnson Editor, Bizwomen.com 2

www.bizwomen.com

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WOMEN ON BOARD

THINKSTOCK

- Bizwomen Staff

he dismal number of women on corporate boards in the U.S. is talked about a lot. A recent study from EY put it in especially harsh perspective: Turns out, the boards of S&P 1500 companies have more men named John, Robert, William or James serving as directors than women (of any name).¶ What isn’t talked about as much is what goes on inside, what women need to be prepared for in their pursuit of a seat and what to do once they get there. ¶ We’ve spoken with several board vets about their path to the boardroom, and they were willing to share some of the secrets and wisdom they’ve learned along the way.

THERE IS A TIME AND A PLACE FOR SECRET HANDSHAKES AMONG DIRECTORS. Penny Herscher is the president and CEO of FirstRain, a privately held data analytics firm based in San Mateo, Calif., and a director on the boards of two publicly traded companies. But her most formative board Penny experience Herscher happened years before she held any of those titles. It was back in the mid-1990s, when she was named CEO and chairwoman of Simplex Solutions. During one meeting, Herscher was getting into an argument with an investor who was on the board. Then another board member (and friend) stepped in and picked a fight with her, too. “He was really in my face,” Herscher said. “So afterward, I was like, ‘What the hell was that? I thought you were on my side.’” His reply: “You were going to kill the other guy ... and damage the relationship with the investor because you were losing your temper. I picked a fight with you to distract you.” Well, then, Herscher said: “We need a secret handshake.”

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THE PAY IS GOOD, BUT IT COMES WITH A CATCH. Patricia Oelrich joined the board of Pepco Holdings Inc., a Washington, D.C.-based utility, in 2010. When she started, the utility paid her all cash. As time went on, equity was added in. In 2014, she was paid $110,000 in cash and $65,000 in stock, according Patricia to the company’s Oelrich SEC filings. Drooling over the possibilities? Not so fast. There’s a lot of liability involved in corporate board service, Oelrich says. Why? The first thing anybody does when there’s a problem with a company, a sale, whatever, is file suit against the board, naming each individual member in the lawsuit. When energy company Exelon announced a deal to acquire Pepco, word went out at 4 p.m. on a Tuesday, Oelrich said. By 8 a.m. Wednesday, there were roughly 12 lawsuits filed against Pepco and the board. No joke. “That’s the point I think some people miss. They think, ‘Wow, this would be a great thing to do in retirement,’” Oelrich said. “You really need to be adding value, and it takes a lot of time to exercise that duty of care.”

TITLES DON’T MEAN MUCH ON A BOARD OF DIRECTORS — AND THAT’S A GOOD THING. Cathy Bessant is Bank of America’s global technology and operations executive and one of two women on the board of the insurance company Florida Blue. Although the boardroom is Cathy Bessant not immune to politics, Bessant said it is relatively free of hierarchy. Sure, there are technical titles on boards. There are chairs of various committees and of the board as a whole. But the people who hold those titles don’t rely on them to get the job done. “The luxury of a role that involves hierarchy is that if people disagree, it is still possible to move ahead,” Bessant said. “Boards will work until they get to a position where almost everyone feels comfortable.” If a vote is close or there is a strong dissenting view, there is something wrong with what the board is doing, she added. Directors don’t like to eke out decisions from a close vote. “There is dynamic discussion and intense debate and times where they don’t agree, but typically a board won’t move forward until there is a general consensus,” she said.

WHATEVER YOU DO, DON’T GO TO THE BATHROOM. That advice comes from Ilene H. Lang, the former CEO of Catalyst. She’s been a member of seven boards throughout her career, and she’ll tell you how she chooses her seats and how women need to speak up once they get in that room. But she’ll also Ilene H. Lang tell you that the bathroom breaks during meetings are when the important discussions happen and the real deals get done. The talk is much more candid than it can be around the table, so these chances to have intimate talks, oneon-one with other directors, are a key part of successful service. When one board Lang served on had to choose an interim CEO, the decision was made during a 20- to 30-minute break, away from the table, as the group mingled and chatted in small groups. “A lot of real chewing over a situation and behind-the-scenes conversations happen on breaks, and you don’t want to be left out,” Lang said. “A lot of these conversations you can’t have around a table.” The takeaway: Don’t use bathroom breaks to use the ladies’ room, no matter how bad you have to go. bizwomen

Give your employees the duck. Anything else is just chicken. M More than 50 percent of employees w wish their employers offered v voluntary insurance1. The question is, who will you choose? T W Why not offer coverage from Aflac, the No. 1 p provider of worksite/voluntary insurance sales for 1 13 consecutive years2? T There’s no direct cost to you for offering it, and g getting started is as simple as adding a payroll d deduction. That’s why small business owners like yyou have chosen Aflac for 60 years. It’s also w why we’re so confident Aflac is the right solution fo for your business. Y You can bet the farm on it.

C your local agent and visit Call aflac.com/smallbiz a

2014 Aflac WorkForces Report, a study conducted by Research Now on behalf of Aflac, January 7 – 23, 2014. 2 Eastbridge Consulting Group, U.S. Worksite/Voluntary Sales Report. Carrier Results for 2002-2014. Avon, CT. Coverage is underwritten by American Family Life Assurance Company of Columbus. In New York, coverage is underwritten by American Family Life Assurance Company of New York.

Z150004

Worldwide Headquarters | 1932 Wynnton Road | Columbus, GA 31999

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MY BIG BREAK DANIELLE WILEY, CEO of Sway Group LLC

“My big break was probably starting my personal blog in 2005. Until then, I had spent 10 years working in web development. I loved what I did, but it always felt very static, and as a communicator, I craved more dialogue between my clients and their consumers. As soon as I started my personal blog, I quickly realized that the same technology could be used for my clients. I transitioned from web development to social media and never looked back!”

MARLA RAUSCH, founder and CEO of Animation Vertigo

“My big break was landing my third client. My motion-capture animation company had gone through a few projects, established a rhythm and started to get the production flow going. Activision Publishing Inc. — one of the largest third-party video game publishers in the world — heard about our work and wanted to do a test. We won the account and were involved with the “Call of Duty” franchise. They’re still one of my best clients, 10 years later. They’ve continuously tested our limits, and we find ourselves exceeding what we used to think of as our best.”

SAMANTHA JONES, EVP and division manager for Wells Fargo Commercial Banking’s Orange County and San Diego division

“When I came with Wachovia to open up three Southern California offices in 2007, I had this breakthrough in the sense that I moved out here, had three kids 3 and under, and a whole new job with new offices and new hires. I really had to step out of my comfort zone. Being able to start something from scratch was really a turning point.”

LISA JOY ROSNER, chief marketing officer

for Neustar

“Don’t ever underestimate the role serendipity can play in your life. My first year after college, I was working in New Zealand for a radio station but eventually moved to the San Francisco area where I planned to work toward a Ph.D. and eventually teach English. But I lived near Oracle Corporation, so I sent in my resume. It landed on the desk of someone in human resources who coincidentally was about to travel to New Zealand. We made a connection, and I was offered a position as the executive administrator for the vice president of marketing. In my new role, I made myself available to his direct reports and embraced any opportunity to learn about the different aspects of technology marketing so that I, too, could become a marketing executive and disrupt how it is perceived and measured. By age 29, I was the head of marketing for a startup and since then have run marketing for five companies. Today, I’m the chief marketing officer of a $1 billion information services and analytics company and am leading a major transformation.”

LORI MALCOLM, SVP of human resources for Checkers Drive-In Restaurants

“Being asked to head up the Organizational Effectiveness function at Wal-Mart was a big break for my career. I had the opportunity to lead a team of truly brilliant people with expertise in learning and development, performance management, organizational design and selection strategy. What I learned from them and from the many key executives we served prepared me for my first VP role in HR.”

ANNA PALMER, CEO and co-founder of Fashion Project

“My big business break with Fashion Project came when the first major retailer signed on to run a clothing donation program in their stores. Through that campaign, we were able to get over 250,000 items donated, raise over $300,000 for charities in 36 countries and create an engaging shop at www. fashionproject.com where someone could purchase great designer items at a discount that had an impact around the world. That first program is what set us on a trajectory of working with multiple retailers and tens of thousands of donors and shoppers. “

NICOLE SHARIAT FARB, co-founder of

Darby Smart

“Years ago, I was lost on a college campus and saw an older man who looked lost, too. I asked if he needed help and walked him to where he needed to go. Turned out, he was the person I was interviewing with for a teaching spot with a Broad Foundation School. I was one in 10,000 candidates, and he gave me the job on the spot. This propelled my career to where it is today. Random acts of kindness matter a lot.” BARBARA BATES, founder of Eastwick

Communications

“I was young, transitioning from a career as a TV reporter to a job at a startup in Silicon Valley. The company was pioneering an early messaging system — long before texting existed — and going through some turmoil around the time I joined. The board decided to bring in a new CEO. The previous CEO was wellloved and there was tension among long-time employees who were hesitant to build a relationship with the new CEO. But because I was so new, I embraced the opportunity to work closely with him and learn from him. At age 25, I was working side-by-side with the CEO, and he pushed me to get involved in a variety of aspects of the company, including sales and marketing. I was given a lot more responsibility than I ever would have gotten at that age if I had simply sat back and let myself be influenced by others’ opinions. That opportunity to work closely with the CEO was what landed me my next big marketing job at General Electric. I later went on to found tech communications firm Eastwick, which now has offices in Silicon Valley, San Francisco and New York.” - Bizwomen Staff

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5 defining moments in the evolution of S’well S

“IT WAS A REALLY IMPACTFUL MOMENT FOR ME TO THINK ABOUT HOW MUCH I HATED PLASTIC WATER BOTTLES.”

he spends five minutes a night writing in a journal. She records her business frustrations of the day, progress made and, on the rare occasion she has nothing to report about her business, updates about her friends’ children. It’s organized by day so she can flip back and see the last few years of entries all on one page. It keeps Sarah Kauss humble and motivated. She’s unable to fully escape past mistakes and can relive the big news that once excited her. It’s Sarah a testament to Kauss her approach as an entrepreneur: Practical in dayto-day business decisions but never losing sight of the bigger picture. Kauss is the founder and CEO of S’well, a company that makes stainless steel water bottles that keep drinks cold for 24 hours and hot for 12. She founded the company in 2010 — an idea built out of a hate of plastic water bottles and a concern for the global water crisis — and since then, her products have earned space on the shelves of more than 1,000 retailers, including Nordstrom, Neiman Marcus and J. Crew. The company has been profitable since 2010. In 2014, revenue was $10 million. In a recent interview with Bizwomen, Kauss talked about the evolution of her company. Here are five key moments that turned her big idea into a fully fledged business. A WAKE-UP CALL At her Harvard Business School five-year reunion, Kauss sat through a professor’s presentation on the global water crisis. “It was a really impactful moment for me to think about how much I hated plastic water bottles,” Kauss said. “I always drink tap water. It’s a blessing so many people don’t have.”

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SARAH KAUSS, founder and CEO of S’well

wouldn’t use so much bottled water,” Kauss said. It had to be practical to solve the problems she saw in the market, but she wanted it to be fashionable, too. Kauss saw an opportunity for water bottles in a space that hadn’t really been filled: on the shelves of highend stores. “More convenient, more stylish. The pieces started coming together,” she said.

PHOTO COURTESY OF S’WELL

Kauss had been doing a lot of international travel for her work in commercial real estate at the time, and she always had a reusable water bottle on her. But it wasn’t as stylish as she would have liked. An idea started brewing. SIPPING HOT WATER A few months after that presentation, Kauss took her first

vacation in years to a resort in Arizona. On that trip, she went hiking. The day was particularly searing, and when Kauss took a swig from her water bottle, the liquid inside was hot — not the refreshing relief she was hoping for. “I had this moment where I realized if there was a water bottle that was more like a thermos, you

‘A LITTLE BIT LIKE DATING’ In 2007, Kauss decided the time was right to leave her career in commercial real estate and pursue her business idea. She knew she wanted to create a fashionable water bottle that kept liquids cold (or warm) for extended periods of time. She wanted metal, not plastic — her hate stems from the fact that most plastic water bottles are not recycled — and she wanted to get everything right to put S’well on the path to becoming a global brand. So she started to write her business plan. She met with friends who had their own businesses and relentlessly picked their brains. She also looked for metal scientists to understand the technology side of the product. On top of all of that, she needed help with the design, brand name, website and packaging. Kauss started interviewing development and design firms to launch S’well — a process she describes as “a little bit like dating.” bizwomen

PHOTOS COURTESY OF S’WELL

Most candidates didn’t get it, but the winning team? They all showed up to the meeting with water bottles in hand. “They didn’t think I was crazy when I said, ‘We are going to be sold in fashion stores, [and partner with] TED and Fashion Week,’” Kauss said. “They said, ‘Great, we can do that.’” THE OPRAH EFFECT After the company’s first Christmas season selling mostly to friends and family, Kauss pitched her water bottle to O, the Oprah Magazine. “I walked it down to the post office and the man at the post office gave me a little look when he saw where it was going,” Kauss said. “I wrote a heartfelt note saying, ‘This is my water bottle. I’m trying to change the world.’” bizwomen

Her bottle made it to the magazine and into the hands of one of the editors, who took the water bottle on vacation to Peru. She loved it. The magazine called and asked for S’well bottles in every color. Kauss only had the bottle in blue at the time. Oprah’s editors told her to call when she had more colors in stock. “I ordered two of each, one for me to keep to put on the website and one for the magazine,” she said. “It was pretty scrappy in those days, but that’s what you do starting out. You make it work.” It was well worth the scramble. “We had an online explosion of business,” Kauss said. “What made the biggest impact was then we could go start telling retailers, ‘This has been featured, why don’t you

give it a try?’” BIG NAME GETS Nordstrom was S’well’s first (really) big account. The bottles started off on the shelves in the home department. Then active wear hopped on board, and then the men’s department. “One buyer will fall in love, then the store starts to sell it well, then another buyer says, ‘We want it too,’” Kauss said. “We have so many colors and sizes. We have one that looks like wood and is manly, [then there are] glitter and neon bottles in the athletic, yoga section.’” Kauss was “picky” about independent retailers that wanted to sell S’well. And that intentional selection made the brand more desirable when companies such as J. Crew and Neiman Marcus started to

inquire about the products. “Because we weren’t in every mass store, it kept it high end,” she said. The spread of S’well bottles in retailers has also led to collaborations with TED conferences (S’well bottles can be found in the gift bags). Now S’well is collaborating on products with designers from Fashion Week. This year, Kauss will focus on the company’s structure to maintain a unique, fun culture for employees, even as S’well grows. For the long term? “I want to replace plastic water bottles,” Kauss said. “I want everyone on the planet to have a S’well bottle.” - Hilary Burns Bizwomen reporter www.bizwomen.com

5 CEOs who get up really early — and swear by it

THINKSTOCK

GERALDINE LAYBOURNE The founder and former CEO of the Oxygen Network told Yahoo Finance that she gets up at 6 a.m. — often in the name of mentorship. “Once or twice a week, I go for a walk in Central Park with a young person seeking my advice,” she said. “This is my way of helping bring along the next generation. And if someone is up early in the morning, then they are serious about life. I can’t take time at the office to do this, but doing it in the morning allows me to get exercise and stay connected with young people at the same time.” URSULA BURNS The Xerox CEO was highlighted in author Laura Vanderkam’s book “What the Most Successful People Do Before Breakfast: A Short Guide to Making Over Your Mornings — And Your Life” for her 5:15 a.m. wakeup call. Burns also schedules a 6 a.m. workout with a personal trainer two days a week.

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TEPHANIE NEWBY spent much of her career in finance at JP Morgan before launching Golden Seeds, one of the preeminent early-stage investment firms for women-led companies. And for a woman on Wall Street in the 1980s and ’90s, talk of work-life balance was nonexistent. In fact, it was taboo even to highlight that you were a mother. “You never had photos of kids in your office, never mentioned a child’s name and would never leave work early to pick one up,” Newby said. “That was not in the cards.” Neither was a family dinner — unless she took drastic measures. “I decided I wanted to have dinner every night with my kids, and I had a really long commute,” she said. “I realized if I wanted to leave the office at 4:30 p.m., I would have to get in at 4:30 a.m.” Yes, you read that right: Her target arrival time was hours before most of us even hit snooze. That meant she had to wake up at 3 a.m., limit herself to a 20-minute get-ready routine and then make her way into work. “I could average 90 miles per hour on I-95,” Newby said, laughing. “Coming home was more difficult. But it worked.” Newby left Wall Street to create Golden Seeds, a venture firm that invests in compelling startups with female founders in the hopes that more female business leaders will create more female-friendly companies. She left Golden Seeds in 2012 to take over the top job at Crimson Hexagon, a big data company offering social-media analytics to marketers and market researchers. Though still an early bird, Newby said she no longer keeps those crazy hours. How? She now lives within walking distance of her office.

LEXY FUNK The co-founder and CEO of retailer Brooklyn Industries told Bizwomen that she’s usually up around 4 a.m. In the winter, Funk says she’ll lie in bed, look at emails and do some reading. In the summer, inspired by the weather, she’ll use her mornings to check emails, write poetry and jot down business ideas. “Then I go running or surfing — I live right near the beach — and come back to make breakfast for the kids,” she said. INDRA NOOYI The PepsiCo CEO told Fortune that she usually wakes up at 4 a.m. And she doesn’t go to bed at 9 p.m., either. In the interview, she said she’d been up until midnight the night before, watching “The Daily Show” and “The Colbert Report.” “They say sleep is a gift that God gives you,” she said. “That’s one gift I was never given.” - Caroline McMillan Portillo Bizwomen reporter

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Make over your morning in 5 simple steps

arly birds and night owls alike get the same 168 hours per week. But were all hours created equal? Not when it comes to your willpower, Laura Vanderkam argues. Consider diets: “They’re not usually broken first thing in the morning,” she says. “No one sticks the spoon straight into the ice cream at 7:30 a.m.” Vanderkam, author of “What the Most Successful People Do Before Breakfast” and “168 Hours: You Have More Time Than You Think,” travels the nation speaking to groups about efficiency and productivity. One of her calls to action: Embrace your mornings. It’s a time when you face fewer distractions, when you’re fresh and your willpower is strongest, when your time hasn’t yet been invaded by others’ priorities. And yes, Vanderkam knows all about that. She’s a mother of four, all under the age of 8, and she wakes up between 6 a.m. and 6:30 a.m. every day. OK, so how do you do that when your current routine involves multiple taps on the snooze button, a mad dash with your kids to the bus stop and just enough time to throw a comb through your wet hair? Here’s your game plan: 1. KEEP A TIME DIARY FOR A WEEK (OR AT LEAST A DAY OR TWO): For her latest book, “I Know How She Does It,” out this spring, Vanderkam asked more than 100 women who make six figures and have kids at home to track what they did for a week. Everything was recorded in 30-minute increments, from watching their kids eat dinner to reading on the couch. She recommends you do the same. The results of even just a day or two of tracking can give you a lot of insight into where the time goes, Vanderkam says. This is your starting point for crafting new habits. 2. PICTURE YOUR PERFECT MORNING. Now that you’ve got your time log, study it. What do you want to do

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schedule more time for enjoyable activities, such as meditation or reading. Then the not-so-enjoyable ones — like “dithering over an outfit choice or picking up the house,” Vanderkam says — will naturally take less time. You’ll create efficiency. Consider this breakdown: 10 minutes of exercise first thing, 15 minutes of reading and 20 minutes of preparing a basic breakfast and eating it with the family. “Hey, in less than 45 minutes, you’ve had a great morning,” Vanderkam said. “You’ve exercised, you had personal time, and you’ve enjoyed the company of your family members before your day started.” 4. SET A DAILY BEDTIME ALARM: Part of developing a better morning routine is weaning yourself from the snooze button. So once you decide how much time you’ll need in the morning, determine when you need to go to bed. (And, yes, do plan to get the amount of sleep your body needs.) Once you’ve got that time, set an alarm to go off 20 or 30 minutes beforehand. Consider it a reminder that it’s time to start winding down.

Laura Vanderkam that you’re currently not doing? Vanderkam argues that the best morning rituals are activities that, when done consistently, result in long-term benefits. Those usually fall in three categories: practices that nurture careers (strategizing and focused work), relationships (giving families your best) and self (exercise, creativity, spirituality). Your morning routine doesn’t have to include activities from all three categories (a morning routine of meditation + exercise + family breakfast + an hour of uninterrupted work sounds like a recipe for “not gonna happen.”) But use them for inspiration. Decide what would make for the

best, most energizing morning possible. And then, write it down. 3. CONSIDER THE LOGISTICAL CHANGES YOU’LL NEED TO MAKE — AND MAKE THEM SMALL: If you’re already concerned about moving your existing wakeup call up two hours, take heart; it’s probably not necessary. Consider Parkinson’s Law: Tasks expand to fill the amount of time allotted for them. Give yourself 15 minutes to take a shower, and it’ll probably take you 15 minutes to do it. Give yourself five minutes, and it’ll take you five. Try blocking off just the time you need for the basics, and then

5. LOWER THE BAR: Turning a desire into a ritual requires a lot of initial willpower, Vanderkam says. So start slowly. And don’t succumb to the siren song of the all-or-nothing mindset. Try going to bed 15 minutes earlier and waking up 15 minutes earlier, rather than abruptly switching your wakeup call from 7 a.m. to 5. If family breakfast is something you want to introduce, you don’t have to make omelets. Toast or cereal is just fine. “Time passes whether you think about how you’re going to spend it or not,” Vanderkam said. “Being more mindful about what you intend to do and like to do can help you be a little less stressed and more in control.” - Caroline McMillan Portillo Bizwomen reporter

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The CEO that almost wasn’t DELOITTE ALMOST LOST CATHY ENGELBERT YEARS AGO. HERE’S WHY SHE STAYED

ess than 20 years ago, Cathy Engelbert almost left Deloitte. She was close to being considered for partner at the same time that she was pregnant with her first child. She didn’t know if she could do it all. “I really thought about leaving the firm,” Engelbert said in an interview with Bizwomen. “I thought about my future in the business, ‘Could I do it all?’ All those thoughts that go around in your head — ‘Can I actually balance the work and life?’” But Engelbert’s mentors (who happened to be men) assured her that she could. “They gave me stories and the confidence that they would help make it work,” Engelbert said. “With newborns and toddlers, I needed to be home more. With teenagers, they needed more focus on academics. Now I’m a driver and cook for my 13-year-old and an ATM for my daughter, who’s a senior in high school.”

PHOTO COURTESY OF DELOITTE LLP

Cathy Engelbert Engelbert, who has been with the company since 1986, is the new CEO of Deloitte LLP. She is the first woman ever to lead a Big Four professional services firm in the U.S., and now oversees nearly 65,000 employees and $14.9 billion in annual revenue. She was previously

PERCENT OF WIVES WHO EARN MORE THAN THEIR HUSBANDS

the chairman and CEO of Deloitte & Touche LLP, the U.S. accounting, auditing and risk advisory subsidiary of Deloitte LLP, leading the audit practice. It’s a moment so many women face — a hesitation to take on more responsibility at work with a family to care for at home. But Engelbert got the support she needed at just the right time. Now she hopes to pay that support forward by being a role model for young men and women at Deloitte. For example, Engelbert, who played basketball and lacrosse at Lehigh University, wants employees to know that she coached her daughter’s basketball team for five years, even as she worked with some of the company’s largest and most complex global clients. “It’s an important part of retaining the brightest and best millennials,” Engelbert said. “Ultimately this is about having fun at work. You want to enjoy your job. You’re going to

have higher-performing employees.” Engelbert said she plans to focus on innovation, both in terms of people and new technology, in her tenure. She wants to be remembered as a CEO who fostered an innovative culture, where people can grow and develop. And nothing, she noted, makes her as proud as when a mentee gets promoted. “Sixty-six percent of our hires last year were minorities or women,” Engelbert said. “That’s important as we look to our workforce of the future. The advice I give, no matter male or female, is not being afraid to step outside your comfort zone and think more long-term about your career than maybe the next year. Millennials coming in may not be in the job for 29 years like I am. [So it’s about] making sure we have the right mentoring, guidance and sponsorship [for them].” - Hilary Burns Bizwomen reporter

2013 DISTRIBUTION OF EMPLOYED PERSONS WITH CHILDREN UNDER 18 BY INTERMEDIATE OCCUPATION

1987 2012

Production, transportation and material moving occupations

38.1%

29%

Natural resources, construction and maintenance occupations

44.7%

Sales and office occupations

23.7%

12.2%

Service occupations

17.8%

Management, professional and related occupations

21.7%

27.5%

In which wife, but not necessarily husband, may have earnings

In which both had earnings

Source: Bureau of Labor Statistics, 1988 and 2013 Annual Social and Economic Supplements to the Current Population Survey (CPS)

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38.4%

5.3%

14.6% 18.0% 16.8%

0.8% Mothers

Fathers

Note: Percent distribution of employed mothers and fathers are 2013 annual averages for all employerd people with children under 18 (includes part-time and self-employed) Source: Bureau of Labor Statistics, Current Population Survey (CPS)/ Graph by the Women’s Bureau, U.S. Department of Labor

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5 marketing experts you should start following on Twitter today Here’s a list of five female marketing experts and Twitter aficionados whose 140-character wisdom, links and conversations could revolutionize the way you tackle your strategy: Caroline McMillan Portillo, Bizwomen reporter

PAM MOORE

JEANNE HOPKINS

GINI DIETRICH

AMY JO MARTIN

AMY PORTERFIELD

Handle @PamMktgNut

Handle @jeannehopkins

Handle @ginidietrich

Handle @AmyJoMartin

Handle @amyporterfield

Followers 233,000

Followers 20,500

Followers 36,700

Followers 1.17 million

Followers 104,000

Why you should follow Moore is the CEO and founder of Marketing Nutz, a fullservice social media, digital marketing and conversionoptimization agency. She’s all about strategy and getting rid of what she calls “random acts of marketing (RAMs).” And her Twitter feed is full of attentiongrabbing video clips of her advice. Take a look and listen up.

Why you should follow Hopkins is the chief marketing officer for Continuum, a company offering software for managed IT services. She tweets case studies, SEO myths and interviews with insiders. You’ll also find tips for boosting productivity and cyber security. Who doesn’t need those?

Why you should follow Dietrich is the CEO of marketing communications firm Arment Dietrich and the author of “Spin Sucks.” Her tone is frank, and you’ll be better for it, whether you’re looking for lessons on the basics or trying to hone your strategy.

Why you should follow The founder of Digital Royalty, Martin is a social media master. She tweets about all the latest trends in social media marketing and offers a #HatTip when it’s due. She also throws in the occasional inspirational quote — nice reminders that running a business isn’t all metrics.

Why you should follow Porterfield knows exactly what her Twitter audience wants: concrete strategies with specific examples. And she consistently delivers on everything from getting your first 1,000 blog readers to running an Instagram contest to making your visual content shine.

Sample tweet What $4.5 Million Could Buy If Spent on Social Ads Instead of Super Bowl Spots: http://goo.gl/h2I3Gy via @Adweek

Sample tweet Negative reviews hurt your business. Remove any negative reviews when you find them, right? Wrong. http:// goo.gl/0znYpX via #sbzclub

Sample tweet The Ultimate Guide to Creating a Killer Explainer Video http:// goo.gl/E7vN4a via @ martinjonesaz

Sample tweet Why You Need Case Studies to Have Clients Lining Up (Part 1) http://it4msp. com/1DJzlx3

Sample tweet This is a beast! The 55 things you should do before you launch a website by @crestodina and @orbiteers http:// goo.gl/4374xW

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PHOTO COURTESY OF THE HONEST COMPANY

PHOTO COURTESY OF SSEKO DESIGNS

PHOTO COURTESY OF BOLL & BRANCH

Jessica Alba (left), Liz Forkin Bohannon (center), and Missy Tannen (right)

A CASE STUDY ON SOCIAL GOODNESS:

How three companies market to millennials T

he millennial generation is a complex group. They are relentlessly stereotyped, but they don’t want to be defined. They don’t like being marketed to, but they make up 86 million people in the U.S. They also control $1.3 trillion in consumer spending, according to some estimates, and soon they will pass the boomers in spending power. So despite all of their quirks and complexities, they can’t be ignored. It’s a growing market for corporate America to feed off, and companies around the country are adjusting marketing tactics or embracing new strategies to benefit. But marketing to a group that resists being sold to is no easy task. After talking with professors, retailers and marketing experts, it became clear that it takes more than a revolutionary product to resonate with this generation. What does work is a strong socialgood factor. A dedication to a cause or a mission to change the world. While

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that seems like a tall order, studies show that 85 percent of millennials make a purchase or recommend a product based on a company’s efforts toward social good, and 73 percent are willing to try a new, unfamiliar product if it supports a cause, according to a report called “Millennials: The next generation of consumers.” “Companies that can show how they’re doing good in the world are very successful at reaching millennials,” Melissa Harrison, CEO of Allee Creative, a marketing and branding services company, said in an interview with Bizwomen. “Millennials like to be a part of change.” But it has to come from a good place. If it is just a marketing ploy, millennials will see through that. “We are marketing to millennial age groups, so in terms of tactics, we have to really think constantly out of the box and talk to these people in a way that makes them listen,” said Rebecca Mahony, chief marketing officer of enterprise software

company Teads. “These guys have grown up with advertising and marketing as a part of daily life.” Here are three examples of companies that get it — of businesses built around causes that millennials embrace. And their bottom lines have benefited as a result.

SSEKO DESIGNS

HQ: Portland, Ore. FOUNDERS: Liz Forkin Bohannon and Ben Bohannon THE BACK STORY: A few months after graduating from college in 2008, Liz Forkin Bohannon quit her corporate job and booked a one-way trip to Uganda. She wanted to learn firsthand about the challenges women and girls face there. Once she arrived, Bohannon, a millennial herself, felt compelled to help. Her first thought was to start a charity, but locals challenged her to think bigger. These women were in need of jobs to pay for college educations in an economy with a big unemployment rate. bizwomen

Freebies weren’t going to empower the women in the way that a salary would. So Bohannon launched Sseko Designs with her husband, a company that sells custom-made, leather sandals with colorful ribbons that wrap around your feet. How does that help the women of Uganda? In her travels, Bohannon learned that there is a nine-month gap between high school and university to allow time for Ugandan students to earn money for tuition. But many young women never find jobs to pay for college. So Bohannon offers these women safe jobs with fair wages, making college a possibility. THE STRATEGY: For customers to know what she’s doing, she’s got to tell them. So Bohannon spells out her story on Sseko’s website, as well as in a video featuring the Ugandan women. So it’s out there, front and center, for potential customers to see. Customers who love the story will dig deeper to learn more, Bohannon explained. And those customers that love the products are more likely to share Sseko’s story on blogs or on social media. That’s how word spreads. THE RESULTS: Her company saw profitability for the first three years it was in business, before expanding its product offerings last year, when it lost $90,000. Bohannon said the company should be profitable again by the end of 2015, as they expand from a sandal company to a lifestyle brand. And by the end of 2015, Sseko Designs will have sent 60 women to university.

BOLL & BRANCH

HQ: Chatham Township, N.J. FOUNDERS: Missy and Scott Tannen THE BACK STORY: Missy Tannen was annoyed with the retail markups on bed sheets. So she started a bedding product business with her husband — a company that would do away with big markups and stay true to their ethics. “We set out to first and foremost make an amazing product,” Tannen said in an interview with Bizwomen. “Everything it has been through is based on what makes sense to us as people. Consumers appreciate the ethics behind the business as well.” What does that mean? Her company, Boll & Branch, uses only organic-certified cotton from a mill in India that has fair labor practices. bizwomen

PHOTO COURTESY OF BOLL & BRANCH

“His labor practices are in line with our values as human beings, treating people with respect and kindness,” Tannen said. Boll & Branch also became Fair Trade Certified, which means the brand meets certain environmental, labor and developmental standards, leaving no room for the indentured servitude or child labor that can be found in the textile industry. THE STRATEGY: The sheets and blankets are only sold on the company’s website, where a video explains how the sheets are less expensive than they would be at a department store (because they are shipped directly to the consumer). The video also reinforces that the company supports 105 Fair Trade organic farms with 928 farmers and 250 mill workers. And for every product sold, the company also provides a day and night of food, shelter and education to victims of human trafficking. Their reason? “Because we’d rather make an impact than make a billion dollars,” the video states. Tannen said that national press early on drove brand awareness. The company also has an engaged social media presence with over 17,700 likes on Facebook and 1,400 Twitter

followers. But the biggest driver of success is word-of-mouth marketing from satisfied customers. “We were afraid that people only need one set of sheets, but because of everything involved, people actually do talk about sheets,” she said. THE RESULTS: The company is just over a year old, but it’s already profitable. Tannen said they’ve brought in $1.75 million in sales since launching in January 2014.

THE HONEST COMPANY

HQ: Los Angeles, Calif. FOUNDERS: Jessica Alba and Christopher Gavigan THE BACK STORY: Jessica Alba co-founded The Honest Company to offer women and children non-toxic, eco-friendly products. In an interview with Bizwomen, Alba talked about her company’s focus on giving back. Alba herself suffered from asthma as a child and worried about the chemicals and toxins in products even more when she had children of her own. She then had a wake-up call when she found her baby eating tiny beads from inside her diaper, Alba told Self magazine. “I’ve always been passionate about really anything that has to do

with giving women and children better choices and better chances at life and empowering them — whether it’s through education or products or mentorship,” Alba said. The company also added a “social goodness” platform to its business model last month that focuses on child development and offers educational support to young people — a $3 million commitment to help families and children this year. THE STRATEGY: Having a celebrity co-founder definitely helps spread the company’s message. While millennials are highly sensitive and largely averse to overt advertising and marketing efforts, a celebrity endorsement still goes a long way. Since Honest products are sold in retail outlets around the country, the packaging gives space to spread the company’s eco-friendly message. That augments the website, where the mission to promote safe, healthy families is impossible to miss. THE RESULTS: The company, which generated $150 million in revenue in 2014 and raised $70 million from investors last year, is now heading for an IPO. -Hilary Burns Bizwomen reporter www.bizwomen.com

Lessons learned from Lululemon SHE TRANSFORMED THE ATHLETIC APPAREL COMPANY, AND NOW CHRISTINE DAY IS TRANSFORMING FOOD BRAND LUVO, TOO

hristine Day has been known to stalk grocery shoppers. She knows their shopping patterns — they usually come on Tuesdays, Wednesdays or Sundays — and she knows that it’s variety, not price, that matters most to them when they stand in the frozen food aisle, hunting for meals. She knows because she asks. But what those grocery shoppers probably don’t know is that when they’re speaking with the CEO of Luvo, they’re talking with a woman who helped build Starbucks and transformed Lululemon Athletica from a struggling brand to a powerhouse in the athletic wear space. Now she’s on a mission to change the way frozen food is produced, marketed and consumed. Day, 52, spent two years working in private equity before Howard Schultz, a client, hired her in 1986 to be the office manager at Il Giornale, the coffee outlet he ran before buying Starbucks. She had just had her first child, and Schultz offered flexibility. “What I didn’t realize at the time was ‘flexible’ meant you worked all the time,” Day said in an interview with Bizwomen. She spent more than 20 years with the company, rising through the ranks to ultimately run Starbucks’ Asia Pacific Group, which she transformed from an operation logging double-digit losses to a profit center, with nine of the 10 Asian countries operating in the black. Her turnaround strategies became the stuff of Harvard Business School case studies. And in 2008, after a yearlong sabbatical, Day took the helm of Lululemon. There were certainly bad days. Day navigated the company through the firestorm surrounding its batch of see-through yoga pants — and founder Chip Wilson’s incendiary body-shaming comments that followed. But the good outweighed all of that: In 2012, four years into Day’s tenure, the company had the third-highest sales per square foot of any retailer in the world, behind only Apple and Tiffany & Co., according to RetailSails, a retail and consumer-

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Christine Day

PHOTO COURTESY OF LUVO

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goods consulting firm. Now Day has gone back to her food and beverage roots with Vancouver-based Luvo, a company with about 100 employees. And as she did at Starbucks and Lululemon, Day hopes to make Luvo a household name. AN OPERATIONAL NIGHTMARE Investment banker Steve Sidwell founded Luvo after deciding he wanted to shed a couple dozen pounds and realizing he had to hire a personal chef to make healthy foods he’d actually want to eat. The result is a company designed to offer personal-chef-style foods in the frozen food aisle, starting at $3.99. Most of the meals have fewer than 500 calories and are packed with protein, not cholesterol. The chicken chile verde with polenta and black beans? It’s 320 calories and 60 mg of cholesterol. The turkey meatloaf and mashed potatoes with Brussels sprouts, butternut squash and cranberries? 220 calories and 45 mg of cholesterol. The food is now sold at more than 5,400 locations across the U.S. and serves as the in-flight meals for Delta Air Lines. Investors include actress Jennifer Garner and former New York Yankees captain Derek Jeter, a five-time World Series Champion. But when Day left Lululemon (over strategy differences with its founder), Luvo wasn’t there yet. Far from it, in fact. Although she had hoped to take the summer off before starting the new job in September, she realized at her orientation that the company needed her, immediately. “I started seeing the first sales report, the cost of goods and the cash-flow position and said, ‘There’s not going to be anything to manage in October,’” Day said. “It was a great product, great brand story, great purpose — and an operational nightmare.” Not to mention, she’d already invested in the company. After a new round of private equity investment, Day will own about 9 percent of the company. So six weeks after she left Lululemon and before the summer was over, she was back at work. One of her first tasks was redoing the company’s strategic plan. In an all-staff meeting, they identified Luvo’s target customer and the brand’s competitive advantage. They settled on everything from brand voice to general strategy dos and don’ts.

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foundation, Luvo developed a food program that could be taught in schools and on youth teams. It offers everything from plans for interactive grocery-shopping excursions to games for children. One is a matching game, where kids are given bags of sugar in different sizes and asked to pick which represents the amount of sugar in a 16-ounce Coke. Another involves matching up serving sizes. Luvo partnered with the New York Jets and the National Football League’s Play 60 initiative, a campaign to encourage kids to be active for 60 minutes a day in order to reverse childhood obesity trends. And another program for women designed around “eating for beauty” is in the works, Day said.

PHOTO COURTESY OF LUVO

They split that plan into two versions: a long version used by executives and a shorter one for new-employee orientation. The company was growing, and Day wanted new employees to be intimately familiar with the company’s goals as well as how to make decisions that complement them. Then she developed a strategy for getting Luvo ambassadors into the community. AN UNTRADITIONAL MODEL It’s similar to how Day expanded Lululemon, when the recession of 2008 dictated a change in growth strategy. While Lululemon’s Canadian stores were doing well, the U.S. locations were struggling, Day said. Only five were profitable. Rather than open retail locations and hope they’d be successful, Day decided to implement a test system. Lululemon hired brand ambassadors in communities the company wanted to move into and let them set up a showroom in the city. If, after six months, the ambassadors

were able to prove the demand for Lululemon clothes, corporate would open a store in the city. If not, they’d cut their losses and move on. Meg Seitz, formerly a brand ambassador for the Charlotte market, started two years into Day’s tenure. “You have to be OK signing up for a model that’s not traditional,” Seitz said. “I loved the challenge of it.” Seitz helped plan events at the showroom — free yoga classes followed by trunk shows. She stayed with the company after they opened the Charlotte store and watched the staff grow from three people to 30. That’s what Day has now done with Luvo, capitalizing on the star power of investor and 14-time MLB all-star Derek Jeter. Not only is he an investor, he’s a brand ambassador for Luvo’s food. “He believes that his career and how he was able to go the distance without relying on steroids or drugs … was because of the commitment to an exercise routine and diet,” Day said. “He treated food as a performance kit.” So with the help of Jeter and his

‘WHAT GETS ME UP IN THE MORNING’ Lululemon taught Day that growth should be strategic and beneficial, not haphazard. So at Luvo, she started visiting frozen food aisles when she became concerned that the company wasn’t scaling in the right fashion. She decided that studying potential customers’ shopping patterns would tell her what she needed to know. “I stood in the grocery store aisle and stalked people,” Day said, laughing. “I was asking people how they shopped and why…and what’s most important to them when they stand in front of the case.” Shoppers told her they were less concerned with price and more with having a variety of meals to choose from. Most were planning their meals for the week and buying in bulk. Day said that showed her Luvo needed to focus more on getting a variety of items into each store, and less on expanding to new stores. When Day joined the company, Luvo averaged two different types of products per store. But, according to shoppers Day polled, two types on a shelf weren’t going to stand out. They needed more. By 2014, the company had boosted the average to seven per store. And this year, Luvo is on track to have an average of 14 or 15 different products in each location. “It’s about building and creating disruptive business models,” Day said. “And that’s what gets me up in the morning.” - Caroline McMillan Portillo Bizwomen reporter

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Making yourself indispensable? Why that’s hurting your career more than helping AND OTHER MISTAKES THAT COULD BE KEEPING YOU OUT OF THE CORNER OFFICE

he road to the C-suite is littered with well-meaning, well-qualified workers who never quite get there. So what is the difference-maker? Executive coach and consultant Dr. Mary Lippitt has worked with hundreds of leaders, from Fortune 500 executives to top Pentagon officials, and she’s conducted research on thousands of people to study how they make choices. Bizwomen spoke with Lippitt about some of the top mistakes women make in the workplace — and what they could be doing differently to boost their profile and career prospects. Here’s what she said: MISTAKE #1: Making yourself indispensible in your current role. WHAT TO DO INSTEAD: Train your future replacements. Make yourself absolutely indispensible in your current position and people will move around you to keep you there, Lippitt said. She recalled a woman she once worked with who was in charge of the budget. She held tightly to the responsibility and was the only person who knew how to do it. It seemed like the right thing to do — to make yourself indispensible — but it actually made her irreplaceable. So the bosses kept her in that role until she retired. “It was the kiss of death,” Lippitt said. “If nobody on your staff knows how to do some of your work, you’ll never get promoted. Part of your job is planning for your replacement.” MISTAKE #2: Climbing the corporate ladder in a silo. WHAT TO DO INSTEAD: Look for new ventures within the company. Women today need to think beyond the traditional career path, Lippitt said. She calls it “stepping out to step up.” Lippitt once gave a speech at Harvard University’s Women and Power Conference. After giving her presentation, Lippitt asked women in the crowd how they advanced their careers. Many of them boosted their profile by pitching an idea and carving a new career path within the

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Dr. Mary Lippitt company. One woman in tech came up with a new product line and became the product manager for it, Lippitt said. A banker said she identified a new service, completed an analysis and then showed the results to her bosses, asking to lead the new operation if they wanted to move forward with it. They did, and that role was the banker’s ticket to the executive ranks. MISTAKE #3: Using tenure to advocate for yourself.

WHAT TO DO INSTEAD: Focus on the value you’ve added recently. When it comes to angling for a raise or a promotion, many women make the mistake of assuming tenure will make all the difference, Lippitt said. It’s the “I’ve been here [x] years and it’s my turn” mentality. But while that argument worked in the 1960s, ‘70s and ‘80s, it doesn’t resonate anymore. Today, it’s all about the value you’ve produced recently, especially in the last six months. Paint a picture of your impact lately.

MISTAKE #4: Silently succumbing to group-think. WHAT TO DO INSTEAD: Ask thoughtful follow-up questions. In an increasingly specialized world, groups are more prone to accept the thoughts of an expert at face value, Lippitt said — even if they need to be challenged. She once worked with a company run by a charismatic CEO. He’d recently rolled out an initiative he called “Empower. Free. Serve.” The phrase appeared everywhere, from company name tags to banners hanging in the cafeteria, but the chief executive told Lippitt the initiative wasn’t working. So Lippitt talked with the company vice presidents. The problem? No one knew what the phrase meant. “Empowered to be freed of red tape to serve our customers?” one replied, when Lippitt inquired. So during a staff meeting, when Lippitt was supposed to be presenting her findings, she asked the CEO to outline what “Empower. Free. Serve.” meant. “We’re going to empower the people to shop seven days a week instead of six,” he replied. “We’re going to free them from having to come to stores. And we’re going to open new distribution centers to get there faster.” Lippitt said there’s a simple way to speak up or challenge an idea without painting yourself as a contrarian: Ask for specifics in a collaborative, supportive way. For example, “This sounds very promising. I want to understand a little bit more. Let’s take a look: Are there any potential risks associated with it?” or “I like that idea. Can we dig deeper?” You don’t have to have the answer to the problem to speak up, Lippitt said. It shows you’re a valuable team member. And when you’re helping an organization avoid a pitfall, you’re seen as a key player. “Real power,” Lippitt said, “is adding value to the company.” - Caroline McMillan Portillo Bizwomen reporter bizwomen

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