Why an unexpected chicken signaled success for this CEO
The tumult before the breakthrough for one master chef
So, You Want to Start a Business
Local leaders offer up wisdom and resources
Don’t Neglect the Marketing
Invest in building a sustainable, reliable brand
Your Health. Our Promise.
To
From the beach house, to the comfy cottage, even over to the city loft, these primary bedroom suites fit your style. Modern organic colors and textures are still very much “in” and bring such peace and harmony to your space. Stop by and shop our new bedroom collections!
www.badcock.com
Auburndale 521 Hughes Rd. (863) 967-6602
F
Bartow 1350 N. Broadway (US 98) (863) 533-1611
F
Eagle Lake 1515 Hwy. 17 N. (863) 294-7749
F
Frostproof 500 N. Scenic Hwy.
(863) 635-2645
Ft. Meade 1401 Hwy. 17 N. (863) 285-9757
F Haines City 35495 Hwy. 27 (863) 422-3144
F
Lakeland - Christina 6100 S. Florida Ave. (863) 646-2921
F
Lakeland - Combee 1225 N. Combee Rd. (863) 665-3111
Lakeland - Lake Gibson 6625 US 98 North (863) 858-3866
F
Lakeland - North 1409 N. Florida Ave. (863) 682-8107
F
Lake Wales 126 Hwy. 60 W. (863) 676-6515
F Winter Haven North 1399 6th St. NW (863) 251-2039
Here in Lakeland, you’ll find a hub of activity where older adults are making the most of each day: socializing with friends, pursuing new interests, and living worry-free. And since we’re a Life Plan Community, this uplifting lifestyle is backed by access to on-site care if you ever need it.
“We’ve gained a circle of friends, the staff makes residents their number one priority, and we’re provided with daily opportunities for physical, social and spiritual well-being in a welcoming environment. What more could you ask for?”
– Dennis and Mary Drury, Residents
“At Agnini Dental we take great pride in putting our patients’ needs first. One of the things I love most is how we treat each patient with care and compassion. Every member of our team works tirelessly to ensure our patients receive the highest quality of dental care in a relaxing and family oriented environment. I enjoy being part of a community focused office and developing relationships with our patients. We would be honored to work with you and your family to help you achieve your dental dreams.”
- Dr. Sarah
WE ARE BOSS BABES ... WE ARE REALTORS ... AND WE ARE
TAMMY STORIE
Coldwell Banker
(863) 698-6000
TammyStorie@gmail.com
VANESSA ARMAS
La Rosa Realty Prestige
(786) 514-6868
VanessaArmasRealtor@gmail.com
LANA BURKE
Xcellence Realty
(863) 529-4436
LanaBurkeHomes@gmail.com
CHRISTINE EHLENBECK
Keller Williams Realty Smart
(863) 617-8544
Christine@nextstephometeam.com
ALYSIA CORTES
Hello Florida Real Estate
(863) 812-5683
Alysia@hellofloridarealestate.com
DANIELLE ADKINS
Xcellence Realty
(813) 763-2954
DCAdkins25@gmail.com
JENNIFER DANIELL
Help-U-Sell Express Realty
(863) 440-3603
JenniferDaniell.Realty@gmail.com
ANDREA ANDERSON
S&D Real Estate
(863) 808-8626
AndreaSellsFlorida@yahoo.com
CHRISTINE HUBBERT
Better Homes and Gardens Real Estate | Fine Living (863) 370-4915
ChristineHubbert.Realtor@gmail.com
MINDY RUSSO
Keller Williams Realty Smart
(863) 812-1294
MMChesnick07@gmail.com
We may not have our own reality TV show, but we do share a strong passion and hustle with each of our real estate businesses and in helping our clients with achieving their real estate goals and homeownership dreams.
MADISON ZORN
S&D Real Estate
(863) 838-7411
Madison@sanddrealestate.com
Realtors included in photo from left to right. Home featured is The Marquise in Delphi Hills by Hulbert Homes #sellinglakeland #lakelandrealtors
One More Child is a local non-profit serving hundreds of thousands of children and families across the globe. Find out how President/CEO Dr. Jerry Haag has used his background in finance and business to help grow the organization into a global child welfare leader. And find out what a chicken in Africa has to do with the One More Child story.
Have you been thinking of what it would look like to go live with the “next great idea?” A diverse group of local entrepreneurs share their experiences and advice about how to survive and thrive in Central Florida.
Chef Marcos Fernandez is the owner of award-winning Nineteen61 and a beloved icon in the local food community. His journey to being a successful business owner is a story of triumph in spite of, and oftentimes because of what he learned, from tough times.
The New Old Way of Doing Business
Remote meetings and flexible work schedules have taken the workplace by storm, but many businesses are learning there is a healthy need to integrate old principles and practices with the new. SouthState Bank shares how the pandemic changed the way it did work and what that means for the future.
PUBLISHER
Curt Patterson
ASSOCIATE PUBLISHER
Jason Jacobs
EDITOR
RJ Walters
CREATIVE DIRECTOR
Jon Sierra
VP, FINANCE
Deb Patterson
GENERAL COUNSEL
Ted W. Weeks IV
ISSUE 85
ADVERTISING
ADVERTISING DIRECTOR
Curt Patterson | 863.409.2449
ADVERTISING SALES
Isaac Vargas | 407.619.3508
Jason Jacobs | 863.606.8785
EDITORIAL
CONTRIBUTORS
Adam Spafford
Diego De Jesus
J. Michael Weber
CREATIVE
GRAPHIC DESIGNERS
Jon Sierra
Briana Chenot
PHOTOGRAPHERS
Dan Austin
Paul Bostrom
Jordan Randall
CIRCULATION
CIRCULATION DIRECTOR
Jason Jacobs
“Trust in the Lord with all your heart, and lean not on your own understanding. In all your ways acknowledge Him, and He will direct your paths.” Proverbs 3:5-6
CONTACT
Life moves fast. It's important to take time out for yourself, and conquer your goals by looking and feeling your best. Watson Clinic Women's Center board-certified Plastic Surgeon, will help you look as youthful as you feel with a range of natural looking enhancement options including surgical and nonsurgical treatments
• Facial Rejuvenation (Facelifts, Eyelifts and Minimally Invasive Browlifts)
• Breast enlargement, breast implant revision, lifts and reductions
• Drain free tummy tucks and liposuction
• DaxxifyTM, BOTOX®, Dysport®, Kybella® for unwanted fat, and fillers such as Restylane®, Juvéderm ® , Voluma® and RHA for the face and hands
Physician assistant Chalsey Lockhart, PA works alongside Dr. Kazmier to provide Clear + Brilliant® Touch Laser treatments, as well as Sciton® and Candela® Gentlemax Pro lasers for hair removal, and treatment of brown spots & spider veins. She also offers injectables including DaxxifyTM, BOTOX®, Dysport® and fillers.
economic times, we are more insulated than most because people keep moving to Central Florida, meaning more people than ever should be primed to spend their money in our community.
Several years ago I walked into a local coffee shop just a few weeks after it opened. I overheard a conversation between the owner and a customer that I will never forget.
The customer was asking him, “Since you’ve never run a coffee shop before, how did you figure out where to spend your money when you built this space and ordered products?”
The owner shared how the owner of another local coffee-centric establishment offered insights from years of successes and failures, including wisdom such as “don’t overspend on stuff like fancy filters.”
That is Lakeland at its best and business at its finest. Nestled between the metro empires of Tampa and Orlando we all want people to stay off of I-4, fall in love with our local offerings and reinvest money, time and relationships here.
We have the benefit of three universities, two colleges and a number of trade schools in our city. Catapult truly is a slingshot aiming entrepreneurs and small business dreamers toward stability and success. And the reality is that even though we are in uncertain
As the Central Florida Development Council notes on its website, the Lakeland-Winter Haven metro area is the second fastest growing metropolitan area in the country with almost $20 billion of economic activity each year.
As a company dedicated to the people of Lakeland, driven to tell the stories that matter most to Lakelanders, we are making a renewed effort to be your go-to source for all things business, networking and entrepreneurship. Keep your eyes open for our new website (launching soon) and our Monday Hustle newsletter. Get ready for more videos and stories about the people, processes and products that make Lakeland a place where people can live, work and see their dreams come true.
Being a successful entrepreneur is no easy feat, but we live in a great place that is ready to support those who are ready to put in the work. Just don’t forget—the only place “greatness” comes before “hustle is in the dictionary.
RJ Walters EDITOR
Over the last 25 years, we’ve built a team of dedicated employees who care about their work, community, and every OMS client. Their talents stretch far beyond payroll and HR to embrace our customers as friends. Their passion is for the community and each other.
We strive to provide a boutique-style payroll and affordable PEO experience for small-to-medium-sized businesses. Over time, technology has changed, but customer service remains our greatest asset. We know every client by name and assign a dedicated Payroll Specialist to ensure timely and accurate payrolls, this is our everyday standard.
Use a local payroll provider and experience the difference.
For exceptional Chiropractic Care after a vehicle accident, contact Dr. Abraham and the professional team at New Hope Chiropractic in the Lake Miriam Publix Plaza.
DON’T IGNORE YOUR INJURIES.
We would love to evaluate and treat you!
Ok
Our FIRST ever shoot today for ADTV | Lakeland Edition �� was such an adventure... �� We are so excited to share this episode once it airs in March! ✨
We got to spend some time with some of the absolute best of the bests in local business today - with much appreciation to Curt Patterson with The Lakelander, COhatch, Ethan & Jenna Wade Smith with The Back Nine Downtown, and also to James DeFilippo with JDP Studios & our very own Ashley Casselman!
We're preparing for our next shoot. If you own a Lakeland business, or are the homeowner of a neat home that you'd like to feature on our next episode, please reach out. We'd love to hear from you!��
www.teamhubbert.com
@Team Hubbert, Realtors • Better Homes & Gardens Real Estate Fine Living | FB
Growing up in the Tampa Bay area, Dan was drawn to its thriving artistic culture, creative businesses, fashion and an appreciation for the arts. His style of photography tends to lean more on the fashion / editorial side. He has been shooting portraits since 2001. His style for sure has evolved, but his focus remains the same; he strives to capture people in their essence, a candid moment, or in a light that brings out the best in someone.
As a local Florida business owner, he has had great opportunities to collaborate on dynamic editorial projects and advertising campaigns, and to photograph artists and clients—local and abroad.
danaustinphotography.com | @danaustinphoto
Paul is a commercial and editorial photographer based in Lakeland. His happy place is in the studio, snacks on deck, doing meticulous stuff nobody wants to do. If you're still reading this, send him a picture of your dog on Instagram—because that would be hilarious and make his day.
paulbostrom.com | @paulbostrom
Diego is a senior English major at Florida Southern College and currently a staff writer at The Lakelander. Originally from New York City, he came down to Lakeland for his education and has made his home here ever since. He plans on living in Lakeland after graduation to pursue a career in journalism while producing creative prose pieces on the side. The friends and connections that he’s made in Lakeland have truly changed his life for the better, and he is forever grateful for the community accepting him.
good marketing was as simple as telling people what to do then there wouldn’t be ads on your TV screen that you have no clue what they are promoting until the final logo screen.
If Amazon’s stronghold on consumers was truly impenetrable they wouldn’t spend an estimated $33 billion per year on marketing.
If all logos were created equal, then why are some marks iconic and others forgettable?
Just like hiring, finance, organizational structure and employee development, marketing is something that requires planning, investment and strategy.
But for some reason, it’s often an afterthought instead of a line item.
Here are seven reasons that marketing is an integral part of a business’ long-term sustainability and success, and why it can be perilous to neglect it.
Marketing is part science, part bravado and a whole lot of trying new things to determine what works. It is wise to have a marketing agency help you strategize campaigns and produce regularly scheduled content so you can get in front of customers frequently enough that you will come to mind when they have a need. Data proves that it often takes at least 5 to 7 brand impressions for someone to remember your brand.
Marketing is like cultivating an ever-present cold call to a potential customer at just the right time, and this happens when your brand is memorable and meaningful.
An in-depth survey of chief marketing officers in 2022 showed businesses on average spent 8.7% of company revenue on marketing, so less than 1 in $10 goes into studying, locating and communicating with new and existing customers.
Alternatively, 2022 data by Hubspot indicates that email marketing (as an example) yields a whopping return of $38 for every $1 spent. It might be a hard number to believe, but usually email marketing is an affordable way to get an ad or sponsored content in front of hundreds or thousands of individuals, in a place they visit almost every day (or every few hours)—their email inbox. There are more than 4 billion people with email addresses around the globe, and the right marketing and advertising streams can help you tap into the ones most beneficial for your brand.
KPI and ROI are all the buzz of companies large and small. KPI is the acronym for key performance indicators and ROI stands for return on investment. You should always know what goals you are targeting, how you are strategizing to reach them and how much money you are investing in it. Where marketing professionals like our team at Lakelander Media pay dividends is by helping you build strategies that have multiple paths toward multiple target audiences and also have checkpoints that allow you to easily change direction based on data and outcomes.
A simple example is using A-B testing. A-B testing allows you to produce different messages for the same campaign and see how they perform against each other. That data about your audience then informs decisions for that campaign and future content.
Just because you are nice or have a solid product, doesn’t mean you will be profitable. Word-of-mouth marketing is a wonderful revenue source, but it is also wildly inconsistent and it’s difficult to determine if the message is really getting to your target audience(s.)
Lakelander Media Creative Director Jon Sierra owned his own design and branding company—Sierra Creative—for six years. He said one of his biggest regrets, and potentially the reason he went a different direction in his career, is that he didn’t spend enough time and resources on marketing. He said it’s easy to get so lost in the everyday details of owning and running a business that you don’t think there’s time to also focus on how you are getting your own messages out.
Sierra believes if he had put the money and intentionality into marketing his services then he could have created more dependable revenue streams that would not have had such volatile peaks and valleys.
“I would not start another business or initiative if I did not have a marketing plan established,” he said.
Did you know it can sometimes take as long as seven years for a sweet cherry tree to begin flowering and producing fruit?
In today’s market you can either buy the seeds for little cost and put a lot of hard work into harvesting them or you can spend a lot more money to transplant a mature tree that is ready to produce fruit.
For most startups and small businesses, it’s not realistic to purchase an entire farm worth of “cherry trees” up front, but it’s worth investing in seeds and mature trees in the marketing sense.
According to a 2018 Forbes article, simply being consistent when you present your brand can increase a business’s revenue at least 23%.
Don’t become so consumed or enamored with growth in your business that you don’t invest in the next stage of potential growth.
If you haven’t done an analysis of your target audiences or considered the look-alike consumers (people who purchase from companies in the same industry or sector as you) then you might not even know the common cures for what ails your business or could make it healthiest in the long term.
Marketing requires developing and implementing strategies that you play a role in with your day-to-day expertise but also involve insights from trained professionals suited to help you diagnose challenges and create solutions.
Working with a team like ours at Lakelander Media you will learn from experts how to elevate the product, service or business you have poured yourself into by making the brand personal and relatable to consumers. People don’t like to be “sold” to, but they do like to envision themselves enjoying life more, looking good and feeling better. If you have a clothing business, your goal shouldn’t be to convince people that you sell the best clothes, it should be to compel people to want to experience what it feels like and what it represents to choose your apparel as part of their wardrobe. Marketing shows people what’s possible by telling intriguing stories.
the Barney Barnett School of Business & Free Enterprise at Florida Southern College, our 30 full time faculty and approximately 900 students enjoy analyzing the economy and formulating business and professional strategies to help people thrive in all economic conditions. This is a quick snapshot of the current economy and a few suggestions for thriving.
Economic projections are typically based on a variety of factors such as Gross Domestic Product (GDP), employment, housing starts, retail sales, stock market performance and more. These projections are usually made by government agencies, international organizations, and private-sector firms. It is important to note that economic projections are subject to change and can be affected by a variety of unpredictable factors such as natural disasters, pandemics, political events, etc. Keep an eye on the official data and projections from reputable organizations such as the Bureau of Economic Analysis, the Bureau of Labor Statistics, the International Monetary Fund (IMF), the World Bank, and the Organization for Economic Cooperation and Development (OECD) for the most up-to-date information on the global and national economic outlook.
It’s important to note that some of these indicators, particularly GDP, may not be immediately visible and may take some time to be confirmed. Also, a recession is a broad term and can manifest differently across different sectors and regions. In Central Florida, we appear to most likely be in an economic slowdown or downtown, rather than a recession.
GDP: GDP is the total monetary or market value of all finished goods and services produced within a country’s borders in a specific time period. A negative GDP across two consecutive quarters is considered a threshold of determining recession. But our GDP increased at an annual rate of 3.2% in the third quarter and 2.9% in the 4th quarter of 2022 (GDPNow), in contrast to a decrease of 0.6% in the second quarter.
Employment: The labor market has been exceptionally tight for the last year, with unemployment rates at historical lows. Unemployment numbers at the end of 2022 were as follows: 2.6% in Florida, 3.2% in Polk County and 3.5% nationally. The tech sector is showing signs of cooling off. Microsoft and Google both laid off 10,000+ employees and Spotify recently laid off 6% of its workforce.
Industrial Production: A decrease in industrial production is another sign of a recession. It reflects the level of economic activity in the manufacturing and mining sectors. The Industrial Production Index was at its highest point since the beginning of the pandemic in July 2022, but has declined slightly each month since.
Retail Sales: Nationally, retail sales were down 1.1% in December compared to November.
Housing market: New housing starts are down 24% nationally and down 9.4% in Florida from the recent highs in the spring of 2022.
Stock Market: In 2022, the Dow Jones Industrial Average was down 8.8%, the S&P 500 was down 19.44%, and the NASDAQ-100 was down 32.4%.
We can’t always control or accurately predict what happens in the overall economy, but we all can take practical steps to survive and even thrive during the financial headwinds.
Keep your skills up to date: It is important to keep your skills current in order to remain marketable to employers. This could include taking classes or certifications, volunteering, or participating in professional development.
Be prepared for a pay cut: Many companies may be forced to cut costs by reducing employee salaries or benefits. Be prepared for this possibility and have a plan for how to adjust your budget accordingly.
Reduce expenses: Look for ways to cut costs, such as negotiating with service providers for lower rates, cutting back on non-essential expenses and finding ways to save on everyday items.
Create additional income stream: Consider taking on a part-time job or starting a side hustle to boost your income. Look for ways to monetize a hobby or talent.
Network: Connect with other professionals in your industry or field to stay informed about job opportunities and also to bolster your support system during difficult times.
Build an emergency fund: Having a savings cushion can help you weather an economic downturn and avoid going into debt.
Be proactive: Don’t wait for a layoff or job loss to start looking at other job prospects and/or to make sure your resume is polished and up-to-date.
Consider starting your own business: A recession can be a good time to start a business, as there are often fewer competitors and more opportunities to stand out.
Be cautious with debt: Avoid taking on new debt or consolidating existing loans if you are in financial difficulty. This could lead to further financial strain.
Consider a car, but hold off on homes: Inventories are growing again at dealerships and some manufacturers are offering 0% financing on vehicles. As for homes, unless necessary, I would hold off at least another six months. It is expected that by summer we are likely to see interest rates slowly going back down.
Seek help if needed: Don’t hesitate to seek help if you are struggling financially. There are many resources available to help you get back on track, such as financial counseling and government assistance programs.
It’s important to remember that a recession is a cyclical phenomenon and economies tend to recover. While it can be difficult during a recession, it can also be an opportunity to reassess your career goals, develop new skills and explore new opportunities. If a recession does hit close to home, remember that there is always a light at the end of the tunnel, and this might even be an opportunity to take a different tunnel.
tax season, and everyone is scrounging up their receipts and payment records, calculating digits that’ll sum up to their tax return for the year. Every year it seems like it’s becoming more and more complicated for the average American to compile an accurate tax return. This isn’t a coincidence. Due to its sheer length and complexity, the tax code has become arduous for everyday people to digest. For these reasons, here are five pointers on why you should consider hiring a tax professional or a Certified Public Accountant to navigate your taxes with some wisdom from Josue Mendoza from Jason Wiley Simpson, PA and Lance Schmidt from CliftonLarsonAllen.
According to Marketplace.org, 90% of Americans hire a personal CPA or use other filing services to file their tax return. Anyone can do their own tax return, but there’s a lot of room for error which could cost you more money. The tax code is tens of thousands of pages long, too much information for the average person to process on their own time. Every year this code is altered, making it more complex. For this reason, it’s essential to acknowledge the certifications that CPAs have and consider how their services could help you. A level of trust needs to be established between you and the CPA to assess your situation adequately. It’s good to research beforehand, but trust the experts and know they want the best for you.
Planning out tax strategies varies with each client, and the strategies professionals compile rely on what you tell them. If you’re a person that’s visiting a CPA for the first time, you need to be prepared to provide records of your financial history. The more information you provide, the clearer the picture a CPA will have to work with. A survey from the National Society of Accounting found that the average cost for a CPA to file a 1040 tax return was on average $323 in 2020. They’ll be able to analyze what actions you took in previous years, so they can improve your current tax return so mistakes won’t be repeated. There are many different scenarios with even more hypotheticals that come into play that are impossible to ignore when your CPA assesses your tax situation.
Many people think that handling taxes is just a matter of paperwork and punching numbers, but everything presented to your CPA is part of your story. Your CPA is a human being who actually has their own taxes to figure out, and you can talk to them about the circumstances behind your numbers. It’s an opportunity for you to have helpful conversations with an expert rather than trudging through your stress and crunching numbers. This ties back to that level of trust you can establish with your CPA to get the possible outcome. You can talk with your CPA about situations you may be going through—such as a divorce that requires you to pay child support—to help them better understand your entire tax situation.
Planning ahead is always best, but even more so for your finances. We all want to expand and grow in various ways but that requires preparation. In most cases, what we want doesn’t come overnight. Think of everything you want financially as an individual or business when your CPA compiles a strategy for you. You have a specific goal in mind, so you need to plan ahead and look at everything before making the first move. You want to make sure everything is in good financial standing with absolute certainty before taking action. Talking with your CPA will create multiple contingency plans in case something goes wrong, including necessary steps to avoid any more losses.
What are your goals? This is a question asked by CPAs and one that most clients, especially business owners, need time to think about. In Schmidt’s words, “What’s your secret sauce?” What makes your business tick and gain revenue? Business owner’s minds start racing with realizations they didn’t think about before, and from there, the CPA fosters those ideas into beneficial strategies. If you open a business you’ll have your CPA asking you a slew of questions like, “Do you know what licenses and registrations are needed?” Mendoza remarks that many new business owners walk into the firm without filing the proper paperwork to begin consulting— resulting in CPAs doing the paperwork and charging their clients for the service. CPAs know the terminology, so they can talk about everything you want to do one-on-one while helping you process their advice in a way you’ll understand. That being said, these strategies are only suggestions. It’s up to the client to institute them to hopefully achieve optimal results.
Hurlburt Financial 5125 S Lakeland Dr Suite 3, Lakeland, FL 33803 (863) 701-9717
CPS Investment Advisors 205 E Orange St #310, Lakeland, FL 33801 (863) 688-1725
Allen & Company 1401 Florida Ave S, Lakeland, FL 33803 (863) 688-9000
CliftonLarsonAllen 402 South Kentucky Avenue Suite 600 Lakeland, FL 33801-5354 863-680-5600
Jason Wiley Simpson, PA 902 Florida Ave S STE 105 Lakeland, FL 33803 (863) 937-9024
1957, Publix Employees Federal Credit Union (PEFCU) was founded to meet the financial needs of Publix associates and their families, as part of a vision Publix founder George Jenkins, John Turner and other leaders had of giving employees access to better loans and savings options.
Headquartered in Lakeland, Fla., the memberowned co-op has more than $1.4 billion in assets, is ranked in the top 5% of credit unions nationwide and boasts an A+ rating in financial health.
In March 2022, Jeremiah Kossen came on board as the credit union’s new CEO. He took some time recently to reflect on his journey and share what’s coming next for PEFCU.
I have served in multiple executive roles in the credit union industry after getting started as a problem case officer at NCUA. Most recently, I served as CEO of Town and Country Credit Union in Minot, ND. But before that, I spent 10 years as Chief Operating Officer at Lake Michigan Credit Union in Grand Rapids, Mich.
There are a lot of excellent credit unions out there, but the opportunity to be a part of one sponsored by a company as prestigious as Publix felt very special. My family and I are excited to join the PEFCU family. I am really thankful for such a talented, supportive and engaged Board of Directors governed by Publix Super Markets leaders with much experience.
Improving lives through credit unions isn’t just a career; it’s a way of life. The credit union philosophy of “people helping people” inspires me to serve others. The credit union industry is passionate about its members and exists to better their lives and support the local community. Credit unions would not exist without a persistent push to help the underserved. We put members first, and we all do our part in making each other successful.
Having spent the entirety of my 20-plus years of service in the credit union industry, I know the importance of servant leadership. Being part of a credit union sponsored by a company as prestigious as Publix is an honor. Publix sets the standard for delivering world-class service, and that was undoubtedly one thing that attracted me to this role. I look forward to ensuring that PEFCU’s level of service exceeds what Publix associates deserve.
My first six months began as the pandemic subsided and anxiety about inflation and recession increased. Yet, we were able to roll out projects allowing members to prosper despite the current economic climate. So far, we’ve rolled out our FirstTime Home Buyer program, First-Time Car Buyer program, and Publix Relocation Loans, each uniquely designed to help make major financial moves.
“IMPROVING LIVES THROUGH CREDIT UNIONS ISN’T JUST A CAREER; IT’S A WAY OF LIFE.”
Now, members can look forward to more products and services that help them gain financial success despite financial obstacles. Plus, they’ll find that our banking platforms, such as mobile and online banking, will be much more cutting-edge. They’ll also see us more in the community as we partner with charities and do more philanthropic work.
PEFCU is going through many positive changes. PEFCU associates set our credit union apart from others. We not only have seasoned staff who remain loyal to the PEFCU brand, but we also have plenty of new talent coming in, and their unique experience makes us better.
As a credit union, our associates get a sense of empowerment in that we can improve the lives of our members and community. What makes PEFCU unique are our values, which are to be caring, inclusive, accountable, innovative and transparent. We foster an environment where everyone is valued and respected. Our relationships with our associates are trustworthy, and we take responsibility for meeting our standard of excellence as their employer. We encourage our associates to challenge the status quo in a way that will lead to a stellar experience for them and our members.
We have always loved Florida and have frequently vacationed with my in-laws, who are snowbirds. We like the Lakeland community because it has a lot to offer our family. We’ve gone to the Farmer’s Market, seen a show at the Lakeland Community Theatre, played lots of tennis at the Beerman Family Tennis Complex at Publix Charities Park and found a church we enjoy.
I am an only child. Also, I really like Halloween! One of my favorite costumes was one that our employees chose for me—Joe Exotic! It was fun!
“WE FOSTER AN ENVIRONMENT WHERE EVERYONE IS VALUED AND RESPECTED.”
Lakeland-Winter Haven area is the second fastest-growing metropolitan area in the country, according to the U.S. Census Bureau. There are more than 232,000 households that account for almost $20 billion in annual economic activity.
More than ever, people—specifically entrepreneurs and corporations—want a piece of that pie.
Large global entities continue to build profitable franchises, warehouses and extensions in Lakeland, but it’s the ambitious, passionate small business owners who put distinctive
handprints on how our city looks, feels and tastes.
The exciting part of living in Florida is that in 2021 there were 632,105 applications for new businesses submitted. The tough reality though, not just in Florida but nationally, is that 1 in 5 businesses do not survive a year and almost 50% of businesses close within five years.
One priceless asset that Lakeland has is a large number of successful businessmen and women who are willing to share their wisdom and point other entrepreneurs to resources and development opportunities that can help them beat the odds.
The Lakelander sat down recently with four savvy local business minds with a wealth of knowledge and experience to unpack some of their best advice for hopeful and existing small business owners.
2313 Derbyshire Ave, Lakeland, FL 33803
$974,900
2,865 ht sq ft
5 bedroom 4.5 bath + Detached Bonus Room Steps away from Lake Hollingsworth
5871 High Ridge Loop, Lakeland, FL 33812
$549,900
2,644 ht sq ft
4 bedroom 2.5 bath
Beautiful Pool Home!
912 Vienna Dr, Winter Haven, FL 33884
$299,900
1,500 ht sq ft
3 bedroom 2 bath
Fully Fenced Backyard!
863.647.8600
2510 Delphi Woods Cir, Lakeland, FL 33812
$1,190,000
3,740 ht sq ft
5 bedroom 4 bath
Brand New Hulbert Home located in Southeast Lakeland’s desired community of Delphi.
www.brianstephens.org
Dixon, Chamber of Commerce:
“When [a business owner] comes in, I ask them, ‘How can I be a resource to you? What resources do you need?’ And they are very excited about being informed about what they may not know just yet and also just being updated on the new trends. I see enthusiasm and hunger for wanting to be more informed so that they can advance their business.”
Abbott, Catapult:
“[In] 2022, we really found our purpose, our mission, and our momentum in our offerings. We have shifted away from a cohort-based education program, getting people together to go through a class; now it's really focused on one-on-one attention.
‘What do you need to learn? What does your business need? How can Catapult create that connection for you or create that educational opportunity for you?’”
Catapult now offers many one-onone mentoring opportunities, connecting entrepreneurs with field and industry experts who are willing to provide their time to answer questions and confer wisdom.
Long, BRIDGE Local:
“I don't think that there's a one-size-fitsall entrepreneur or small business idea or venture. So realizing that those (people) that feel like Catapult is the solution for them, those that go to the Chamber and say,’This is for me,’ those that are Hispanic and can find
the resources they need (at the Puerto Rican Hispanic Chamber)— there are still gaps, right? And so where social media can fill those gaps, BRIDGE Local seems to have an opportunity to do that.”
BRIDGE Local moderates a community Facebook group of nearly 12,000 members, and is constantly working to connect people with local businesses and train local businesses in lead generation and online marketing.
"HOW CAN CATAPULT CREATE THAT CONNECTION FOR YOU OR CREATE THAT EDUCATIONAL OPPORTUNITY FOR YOU?”Takiyah Dixon Director of Business Resources at Lakeland Chamber of Commerce
Takiyah spent 18 years in education, working with every age group from VPK students to college students, and her primary focus the past decade has been on teaching life skills and workforce development. She is also the founder and owner of D&G Mixed Media Art and Design.
In her role at the Chamber she is especially excited to help address skills gaps for traditionally underserved populations and connect entrepreneurs with potentially life-changing resources.
“When the opportunity arose at the Lakeland Chamber of Commerce, it was a perfect opportunity for me to be able to come and make a great impact on not just youth, but also business owners,” she said.
Long, BRIDGE Local:
”We're the rockets, you know, the practice rockets that go up and down and up and down, and then now we're actually gonna launch. Like, this is a legitimate launch that we're getting ready to take off. I think the world's just gonna start to take notice of the entrepreneurial community of Lakeland because of all of the people who started to step in and become leaders in our city.”
Abbott, Catapult:
“I think that the national headlines that Lakeland has received for its growth, for its proximity to resources and the port and logistics and operations…is such a huge benefit to so many entrepreneurs or to outside businesses looking for another headquarters or another base of operation. I think we are positioned in an amazing time and an amazing geolocation.”
"...I SEE ENTHUSIASM AND HUNGER FOR WANTING TO BE MORE INFORMED SO THAT THEY CAN ADVANCE THEIR BUSINESS.”
Christiaan has traveled the world as a professional dancer and theatrical professional, and also pitched billion dollar ideas to the CEO of Disney as part of a 20-year run with Disney Cruise Line.
He has lived in Lakeland for 12 years, but admits that it wasn’t until the pandemic forced him to work from home that he developed a genuine appreciation for the city.
When he learned about the Workspace Director position at Catapult he was intrigued by the opportunity to be intimately involved with the development and growth of the city by sharing his expertise and network of connections with entrepreneurs.
“These are the people who are gonna give my sons awesome jobs when their dreams come true,” he said. “And as well, just being a footnote in somebody else's story, helping somebody else's dream come true, that is such a worthwhile cause that just pulls on my heartstrings.”
Rivera, Puerto Rican Hispanic Chamber: “Do not be afraid to take criticism. And I have a lot of members that [say], ‘I used to do this before and this is what I wanna open my business as.’ And I say, ‘OK, this is what you did before, but did you do it for yourself? Did you do it for someone else? And if you did it for someone else, did you learn something from that [person]?”
Abbott, Catapult: “Successful entrepreneurs embody a level of credibility. They know their business or they've spent time in their business and maybe their boss didn't let 'em do it, so they went off and did it themselves. But they've had time in that industry and can go off and execute it their way or survive somehow. And then I think the credibility also comes with a bit of persuasiveness as well, because you have to be able to articulate your vision and persuade employees to go along for this startup ride or persuade an investor that they're gonna get their money back or that it's worth the risk.”
Long, BRIDGE Local:
“I'm gonna quote a Ted lasso quote: ‘Be a goldfish.’ You have to remember the mistakes you've made and not forget that you have to learn from the things that you've done. But when it comes to relationships and someone hurting you, don't carry that hurt. Don't become embittered. Don't become cynical. Because things are gonna go wrong, people are gonna screw you or use you or take advantage of a situation or steal an idea. And at the same time that sucks, that's a part of the marketplace. So get ready and embrace the competitiveness of it, but don’t lose the reason why you started in the first place.”
Dixon, Chamber of Commerce:
“Successful entrepreneurs take risks, and you have to not be afraid to fail over and over again because it may happen. Also, just being consistent and being around a supportive group.”
“... CREDIBILITY ALSO COMES WITH A BIT OF PERSUASIVENESS AS WELL, BECAUSE YOU HAVE TO BE ABLE TO ARTICULATE YOUR VISION..."
Ana says she is semi-retired, but her schedule is still filled with meetings and lunches centered around helping bring sustainable businesses to Lakeland. She knows what it’s like to be a corporate leader, working for years with the likes of Marshall’s and JC Penney, and she has operated successful businesses related to fashion design and product development.
When you fuse that together with the fact that the Puerto Rican native is a bold and seasoned advocate for helping guide Hispanic entrepreneurs, it’s no surprise that in 2007 she founded the
Puerto Rican Hispanic Chamber of Commerce of Polk County.
“[The Chamber has] been able to help at least 70% of our members to start, continue and maintain their businesses here,” she said.”If you take a drive around, you know, not only Lakeland, but throughout all of Polk County, you will see on every corner, either a Spanish church or a Spanish restaurant, a Spanish barbershop, a mechanic, a dentist, etc.”
Semi-retired / Founder of Puerto Rican Hispanic Chamber of Commerce of Polk County
Chrissanne comes from a family of teachers—and she was a Polk County Schools teacher for nearly a decade—but eventually she found her own unique path. She is the CEO of a digital marketing agency, the founder of several business networking organizations, and she loves to help people build successful businesses.
“I feel like my existence started when I became an entrepreneur,” she said. “When I became an entrepreneur I started to realize that I had a God-given purpose and I just stepped into it, and that’s what I’m doing.”
"IF YOU BEGIN WITH THE END IN MIND, THE SYSTEMS ARE GONNA BE WHAT CAN TAKE YOU TO A SUCCESSFUL BUSINESS.”
Abbott, Catapult: "I think the number one business started in Florida is a landscaping business because that business is always going to be needed. You find a business that can serve people who are retiring in this area and the ones coming out of college because those kids wanna live in a cool hip place that is affordable. So the restaurants, the bars, the experiences…I think if you can start a business that services one of those two demographics in a wonderful way, it will be gold.”
Long, BRIDGE Local: “I'm not going to speak on specific industries, but on finding a business that's systematized or that can be repeated that you can create something that can scale. A lot of
times people get into business with a service business for example, and it's like they're gonna do the service and then they get busy and then they know that they need to hire somebody, but they don't have a system to bring somebody on. If you begin with the end in mind, the systems are gonna be what can take you to a successful business.”
Dixon, Chamber of Commerce:
“I think there's a kind of a teeter totter back and forth. If you look at what education is doing right now, they're preparing students for trades. I think also the medical industry is booming as well…so I think those are some main areas in which if you’re looking to start a business, you would be successful.”
Abbott, Catapult:
"Um gosh, that’s hard. A Horse with No Name by America? I have wandered through my career and I have ended up places I didn't expect. And so I was trying to think of a song that I embodied, like accepting where you are and being open to the opportunities that are in front of you…and I just stayed open to it all… and I’m glad I did."
Rivera, Puerto Rican Hispanic Chamber: “Success is (learning something valuable from) every single experience that you go through, whether it's a good one, bad one, a mediocre one, it is part of what is the fabric of you. And that fabric of you, you're sharing it with everyone that you serve, and that's something no one can take and no one can teach."
Ana Rivera’s advice on how to garner financial backing and community support for your business.
About local entrepreneurs who have inspired Christiaan Abbott with their outside the box thinking.
Chrissanne Long’s story of how “she did it scared” and that made all the difference.
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hen he’s invited to the table with government officials and powerbrokers in Washington D.C. he knows how to astutely listen and thread needles of information that encourage action for children who desperately need a voice. When the organization he leads steps into large-scale relief work—whether it’s providing meals during a pandemic in partnership with the United States Department of Agriculture or he and his wife, Christi, are sharing the stage with Gov. Ron DeSantis and First Lady Casey DeSantis to bolster Hurricane Ian recovery efforts—it’s just another chance for him to be faithful to the mission he says God has called him to.
But some moments, when the cameras are off and Haag’s qualifications and impressive resume matter little to none, are more powerful than he could ever have prepared for or dreamed of when he took over as President/CEO of One More Child, whose international headquarters is located just west of downtown Lakeland.
Travel back to 2014. The scene is remote Uganda, Africa in a village populated with circular mud huts with thatched roofs.
Dr. Haag and several others are on a “vision trip” to determine how they might be able to help provide food to families and children in an especially poverty-stricken region.
Beneath the shade of a tree, Haag meets Florence, a mother of eight who is reeling from losing her husband and from rebel activity that ravaged the village. Florence’s situation was so destitute that she could no longer afford staples like salt or tea.
Florence said her daughter Faith desperately prayed to God to send someone to help them, and when One More Child arrived at their home she was confident it was God’s answer to that prayer.
Fortunately, Haag determined One More Child could coordinate a feeding program and child sponsorship program to provide hope to Florence and neighbors in her community.
As Haag was about to leave, he scanned his surroundings and was disappointed that he couldn’t locate the courageous widow who had shown him such kindness. But that letdown lasted only
No moment appears too big for Dr. Jerry Haag.
seconds as a beaming young girl—one of Florence’s daughters—arrived at his waist with a gift in her arms. It was her family’s chicken!
It would have been an insult to refuse this bountiful present, and in that moment Haag experienced the fruit of a lifelong pursuit of excellence in business and leadership in a way that no award or achievement could compare.
When Dr. Haag was hired in 2012, he assumed the top spot for an organization with a 108-year history of primarily serving foster children in the state of Florida. It had carved out an important niche and impacted around 3,000 children and families per year.
But Haag was a visionary with a strong business IQ, and he wasn’t coming on board to uphold the status quo of what was then called Florida Baptist Children’s Homes.
He was ready to take the vision God had given him and Christi and pair that with wisdom garnered as a university vice president at Baylor University, corporate experience at ATT and a previous seven year-stint in child welfare as president/CEO of South Texas Children’s Homes.
Prior to accepting the job, he remembers telling the board that change was on the way if they hired him.
“Are you ready to be creative in how you can help one more and one more, no matter where they live, no matter what language they speak?”
As Christi often shares, “Our prayer was and always is, God give us the world for children.”
The growth in just more than a decade has been near miraculous.
The organization has evolved to meet the needs of hungry children, foster children, victims of sex trafficking, single moms and struggling families at more than 50 locations in 14 countries.
In 2022, One More Child impacted more than 420,000 children and families and provided more than 14 million meals.
Recently, the down-to-earth Texas native who in his free time enjoys fly-fishing and eating good barbecue, shared some of the principles and experiences that have guided him in leading a flourishing non-profit.
“ARE YOU READY TO BE CREATIVE IN HOW YOU CAN HELP ONE MORE AND ONE MORE, NO MATTER WHERE THEY LIVE, NO MATTER WHAT LANGUAGE THEY SPEAK?”
Haag earned his PhD in finance/real estate, so he recognizes more than most the value of having diversity in a portfolio. When Haag came on board he quickly realized that licensing foster parents and operating homes for foster parents—the bread and butter of the organization for decades—were only a couple of the runways available to providing Christcentered services to vulnerable children and struggling families.
He and his executive team began exploring additional revenue streams related to child welfare, both governmental and private. They also began hiring people with a wealth of expertise in different arenas: fundraising, law enforcement, education, to name a few.
This enabled them to utilize the networks of other leaders in their fields to more quickly make connections and propose ways to not only help hurting children and families, but also provide prevention services.
Not every program or partnership paid dividends—Haag readily admits there have been a number of misses along the way—but over time, one success led to another and the multiplication was a sight to behold.
Under Haag’s leadership, One More Child added services for victims of sex trafficking, started a Single Mom’s program, went from a Florida provider to a global ministry, and also created the Compassion Center model. The Harold Clark Simmons Compassion Center on the Lakeland campus was the first of its kind—a community hub of services where staff and volunteers provide for felt needs like food, hygiene products and clothes, but also offer career and parenting workshops, tax prep services and more. The model was so innovative that leaders from the federal Department of Health and Human Services visited several years ago to take it all in. Haag says at times diversifying has meant cutting back programs that had run their course, but most of the time it is about taking calculated risks.
“I look at the purpose and what’s at risk,” he said. “It’s (usually) worth the risk because if we don’t, what’s at stake is literally life and death of a child; whether a child is abused or they are thriving, whether a mom can provide for her own children or they are removed. There is so much at stake.”
As the organization has grown to more than $50 million in annual operating income, it has been crucial to create data dashboards that track monthly and annual goals related to One More Child’s mission.
Chief Operating Officer Stephen Robert led a multi-pronged process to build tracking and reporting processes that tie into employee’s day-to-day responsibilities and annual goals.
Those metrics help the organization analyze effectiveness and remain dialed into their primary mission, while continually evaluating potential growth opportunities.
“What’s important to us is being able to impact one more child or one more family or being able to help one more mom transition toward self-sufficiency,” Haag said. “To do that, we need to be asking, ‘How many moms completed the program, how many have stable jobs?’ We are able to keep each other accountable.”
Dr. Haag and his wife, Christi, travel to countries around the world, including Uganda, to meet tangible needs and share the love of Christ
Like many workplaces, One More Child was forced to evaluate remote work and flexible scheduling when the pandemic hit. For an organization that has always been intentional to build camaraderie and for a long time was able to maintain a sort of “mom and pop” kind of feel, it has been an objective over the past decade to explain and demonstrate the expectations of One More Child’s culture.
The four core characteristics One More Child is looking for in employees are: Humble, hungry, wise and called. It’s important for hiring managers to understand how each attribute is defined.
“Wise means they have God-given wisdom, but they are also emotionally intelligent and they can work with others from all different kinds of backgrounds toward one purpose of being able to make the difference for a child,” Haag said.
One way the organization creates culture is by hosting a virtual Zoom devotional every Monday. All staff are expected to log on for a staff led devotional and prayer time, followed by organization updates and highlights. Another avenue for culture development is off-site staff retreats, sometimes organization-wide and other times department specific.
Whether with kids in Africa or working to provide relief alongside Gov. Ron DeSantis and his wife, Casey, Haag is driven to help “one more”
Dr. Haag knows it’s a special privilege to be invited to the Oval Office with former President Donald Trump for a signing of a major Human Trafficking bill or share a public forum with Gov. DeSantis. In fact, he admits it’s a bit surreal and almost feels like he’s on movie sets because he has seen these figures on TV so many times.
But he says shaking hands and smiling for cameras isn’t what makes it memorable.
“It’s not that I’m important or they’re important, but it’s the importance of the work,” he stressed. “I look at it as a fantastic opportunity to leverage greater help for children and families. And really anybody can come alongside us….it happens at [our Compassion Centers] when someone comes to volunteer and they’re moving boxes, helping people.”
Haag said unfortunately too often “everyday heroes” like a sex trafficking survivor who now helps other victims heal, or foster parents, or a single mom who is dedicated to helping her children thrive, “are not celebrated in our economy nearly as much” as people in the cultural limelight.
Dr. Haag could be immersed in a pivotal meeting months in the making, but if his bride calls, he’ll step out.
He acknowledges people like his father-in-law and countless non-profit leaders have helped him acquire the business acumen he has today, but he says hands down the biggest impact on who he is as a leader and on the growth of One More Child is the woman he fell in love with as a student at Baylor decades ago.
He nods his head at the notion that it’s not always “good to go into business with family” but he and Christi are an example of the sweet fruit of shared labor when at its best.
The couple travels everywhere from Texas to Southeast Asia and many places in between to serve children and families. They also speak at large conferences, including one workshop called “LIPSTICK on the Mirror” that is about keeping the spark alive while serving God and others. Christi is a dynamic speaker, and locally she has been a beloved leader at Moms of Lakeland for many years.
Dr. Haag says their marriage and shared work is effective in part because they agree on what their purpose is and the sacrifices they have to make to fulfill that.
“She is one of the wisest and most compassionate people I know,” he said. “It can be all consuming because it’s what we pour our hearts and minds and our ideas and passion into every day…but the beauty is you get to walk through it together.
Ready to help children and families in need?
Volunteer. Sponsor a Child. Give. onemorechild.org
Marcos Fernandez was intimately familiar with the rollercoaster of being an acclaimed chef, and had just been let go from his role as the executive chef of the then Lakeland Yacht Club.
He had just enough money to buy used equipment from a local diner that had closed.
Soon after, his bookkeeper told him he was “outta money.”
And yet, the spirited second-generation Cuban American looked at perceived failures head on and used goodwill and a bevy of character-building experiences to put everything he had into building his dream.
That dream lives on Main Street in downtown Lakeland, a Golden Spoon winning high-end dining establishment that offers Latin food with a flair as bold and unique as Fernandez himself.
Most people know Fernandez as the lively, charitable lead chef and owner of Nineteen61, but the reality is he’s had more real-life roles and plot twists than most hired actors en route to finding stability as a food artist and direction as a businessman.
He first took an interest in food when
WRITTEN BY RJ WALTERS PHOTOGRAPHY BY JORDAN RANDALL DESIGNED BY JON SIERRAas a young man he was an apprentice for a Dutch woodworker who talked non-stop about his former career as a chef.
A few years later when he was in culinary school, he was eying a sales job at a TV station, but execs saw him fit for on-air and he became an anchor for Telemundo, and later was the host of an award-winning public broadcast show in Denver.
He has been a butcher, gone all-out in honing his Italian accent at pasta-centric establishments small and large, built entire menus and staffs at country clubs, and even worked for free at a restaurant in Peru to hone his Latin cooking acumen.
“One of my teachers (in culinary school) said, ‘Marcos, you know, you’re going to be great, you’re going to make it.’ And I was like, ‘Why do you say that?’” Fernandez recalled. “(He said), ‘Because you fall on your face and you get back up and do it again. You’re not afraid to fall on your face.’”
When it comes to food, Fernandez is all about creating unforgettable experiences.
As Marcos sat in his Banquet61 cater space with The Lakelander late one evening, executive chef Cory Beckwith popped in with a sizzling plate of conchas a la parmesana—parmesan encrusted scallops— to get the lead chef’s take on an item they had been considering adding to the menu.
Each new partner has been adding to the CPS client experience for years, bringing their own unique skill set to the organization while maintaining a boutique level of service for all clients. We’re excited for the addition of our first female partner in the company’s history and for the continued growth of our firm.
Congratulations to Tony, Erica, and Shawn!
“Salt, just a pinch more of salt,” Fernandez said, while trying to recover from the fact the scallop was scalding hot when he popped it in his mouth. “Maybe a little more lime, but it’s cooked perfectly, it plates nice…it’s a great dish.” Fifteen minutes later, Beckwith returned with a slightly altered variation of the dish. The duo conferred briefly and traded smiles and pleasantries. Less than a week later, conchas a la parmesana was on the menu.
Fernandez first fell in love with Latin food when he ate cow hearts with some sort of unknown but life-changing green sauce from a lady using a makeshift grill on the side of a mountain in Peru.
His experience working at high-end hotels, as well as nationally renown chains like Maggiano’s, provided insight into how important it is for top-notch food and drink to be paired with the right look and feel to be considered an upscale establishment. In 2018, Nineteen61 was named one of
America’s 100 Most Romantic Restaurants by Forbes.
It took time to gain the wisdom and to master the meticulous details required to separate himself from the pack as a chef, but Fernandez says he has always had a tireless work ethic. His love for food eventually pushed him to work seven days a week and do crazy things like buy an Astro van just to transport food for a $20,000 catering event he and a buddy once ran in Jacksonville.
Simply put, Fernandez paid his dues and earned his stripes as a chef and he expects the same of others who represent his company.
He said one time at the Lakeland Yacht Club an employee violated his rules by eating in the member dining room while she was on the clock, and he fired her on the spot.
Fernandez acknowledges he has softened a bit over the years—especially as he became a father to his now 12-year-old son and 5-year-old daughter— but he would likely do the same thing today.
just a pinch more of salt
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“You know, if you’re willing to do it when I’m not looking, there’s no integrity,” he said. “And I live and breathe that word.”
That “won’t stop, can’t stop” attitude and self-proclaimed OCD personality helped carry him through the first couple of years at Nineteen61. In 2015, he took out a $70,000 loan to open Nineteen61 in Dixieland in a building previously occupied by Butterfly Bistro, and he was all in even if his cooking skills outweighed his formal business training.
The restaurant quickly garnered a reputation as one of Lakeland’s best dining experiences, but Fernandez said he was still trying to figure out how to make a healthy income.
“There were a lot of times I didn’t pay myself because we didn’t have any money…it was on and off for the first two years,” he said.
But then at his brother’s urging he started to take the energy usually reserved for cooking and started putting it into business tactics and strategies. He began more closely analyzing food and labor costs and eventually established Banquet61 as a local leader in the catering business.
Fernandez first fell in love with Latin food when he ate cow hearts with some sort of unknown life-changing green sauce from a lady using a makeshift grill on the side of a mountain in Peru.
Fernandez even took “learning lessons” as he likes to call them, such as the brief lifespan in 2018 of D’Lucas, a short-order walk-up Latin style restaurant that lasted about half a year in Dixieland. He said it was a “brilliant concept in a terrible location” and he also didn’t have quite the right team at the right time for it to take off—but it was not in vain.
“So once I found out we’re opening Nineteen61 (in its current location) I took everything from D’Lucas and that’s now my lunch menu,” he said. “It’s profitable…and it was a huge business learning experience.”
His journey has taken him from managing a staff of 10-12 when he first opened Ninenteen61 to now leading a staff of almost 120 between the restaurant, bar and catering. He said he is also excited about opening up the rooftop at his restaurant in the near future.
He’s proud of the success and is just as driven as ever—in fact he said he has a vision to open another location in a spot like Tampa—but he’s also more downto-earth than his bravado may at times suggest.
As it hit midnight during the interview with The Lakelander, 20-year old chef Vincent Nacimos checked in with Fernandez as he finished closing up shop.
Nacimos started as a dishwasher at 17 years old, and he said back then “it was a crazy experience” and “very cutthroat” in the kitchen, but over the years he has learned so much from Fernandez, including what it means to be generous.
He shared how he needed foot surgery, but didn’t have the money to pay for it. When Fernandez found out, he reached out to a local doctor, cut a deal and paid for the operation out of his own pocket.
“It’s been a great experience… it’s really all about hard work,” Nacimos said. “When I came here I was just looking to make some money…and (then) I decided I wanna be a chef.”
Fernandez has seen his own hard work pay dividends, both for his reputation and for his bottom line. He has grown his monthly revenue by 650% from when he first opened Ninenteen61, and he’s as hungry as ever to do more.
“There were a lot of times I didn’t pay myself because we didn’t have any money…it was on and off for the first two years"
hether companies adopted a remote workforce enthusiastically or reluctantly, the pandemic clearly accelerated the nascent trend of increasing physical distance between our workplaces, colleagues and customers. The technology that enabled the detachment was lauded as a way to keep business moving forward, although some tradeoffs eventually emerged. These tradeoffs—as even ardent technophiles admit—are inherent in remote work because it’s difficult to emulate on a screen the parts of communication that are most human. It’s personal interactions that help us bond and give meaning to work. If we don’t build trust over shared goals, or even just in-office conversations, professional relationships can become superficial or transactional. And as a number of employee satisfaction surveys over the past several years indicate, work can feel less satisfying. Some employment experts have even suggested that the large job-quitting trend dubbed the Great Resignation was, at least in part, due to the enfeebled connection people feel with remote colleagues.
But remote work can also offer many benefits. The flexibility to better manage personal or family-focused tasks during the week is undoubtedly vitalizing. Though there’s a risk employees might feel “on” all the time, generally there’s a better work-life balance. It’s possible to move to a new city while doing the same job, and it creates opportunities for people who may otherwise not be in the workforce.
So for companies trying to thread the needle, there’s much at stake. If remote work can potentially result in less satisfaction and even possible resignation, how do companies retain talented people? If talented people leave or stay, but are only physically with the team intermittently, how is company culture communicated and enriched? And how do companies maintain continuity of great customer service in such
an environment? On the other hand, with so many professionals enjoying the benefits of remote work, how could a company refuse the option when so many others offer it?
The experience of SouthState Bank—which is headquartered in Winter Haven and has seven branches in Polk County— since 2020 provides some answers. The organization, then in the midst of a large merger, embraced the challenging transformation to a remote workforce. Chief Administrative Officer Jennifer Idell recalls that in the early days of the pandemic, “Laptops were backordered because demand was so high, so although we got everyone home within 30 days—no easy feat—we had to prioritize who received the new technology, with some people remaining idle until hardware was available.”
As a new normal took shape with only drivethrough service available at the banks, SouthState found that the non-customer facing support staff at home could be at least as productive as at the office. “Employees were happy that they could take care of personal matters during the week while being trusted to accomplish work,” Idell says.
Before the pandemic, SouthState didn’t use video conferencing regularly, but like many businesses and organizations, they jumped headlong into virtual meetings almost instantly. Idell said they quickly learned the social dynamics of remote meetings were much different than in-person.
“Though it’s natural to talk about non-work things in the minutes before an in-person meeting begins, we found that people logged into virtual meetings with the mic and video off and waited for the meeting to start,” she said. “It was too formal and didn’t build or maintain relationships.”
In response to that, SouthState encouraged people to start arriving a few minutes early to virtual meetings to have some short ice-breakers or normal personal dialogue.
“We didn’t realize how much we missed the in-person interaction with our colleagues,” Idell said. "We were comfortable at home and it was only when we were able to meet again that we felt the lost connections.”
She said once teams began to institute flexible office hours with no parameters, it was possible for only one person to come in on a particular day. That person might as well be at home. SouthState remedied that reality by having teams coordinate days where all of their staff would come into the office.
Such intentionality has worked well for SouthState: employee engagement surveys suggest that high levels of trust remain among the direct teams at the organization. In fact, intentionality seems to be the best strategy for employers with a remote workforce seeking to maintain culture while retaining/attracting talented professionals and providing great customer service. “We create social events just to bring people together now,” Idell says.
"WE WERE COMFORTABLE AT HOME AND IT WAS ONLY WHEN WE WERE ABLE TO MEET AGAIN THAT WE FELT THE LOST CONNECTIONS.”
As companies creatively foster ways to interact, personal bonds among employees strengthen. Some companies put on virtual social hours, provide stipends for working from home or using co-workspaces, or even fund employee retreats. New startups have created social media-type platforms just for teams to voluntarily share personal updates.
Most companies have called employees back to the office at least a few days per week and found that a hybrid workforce has advantages for everyone. SouthState made an effort to get all direct customer support staff back to the
office in March 2022. But about half of the organization enjoys a hybrid work structure— with some employees even moving to parts of the country where the bank doesn’t operate.
SouthState has also exercised intentionality as it lets customers lead with regard to digital channels, especially for those commercial customers who are more likely to have meetings with loan officers. In-person meetings are common, though the virtual option is available for those customers who are more comfortable with them.
“THE MINUTE THAT WE BROUGHT PEOPLE BACK TOGETHER WE FOUND THERE ARE
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Perusing the experiences of companies that have adopted a remote workforce over the last few years, it’s easy to notice that the stories are primarily focused on job satisfaction and productivity. Less emphasized and harder to pinpoint, however, is the potential loss in a virtual environment of informal mentorships; the collaboration, innovation, and sharpening that comes from working closely with someone more experienced and skilled. The veteran pro that’s seen everything and doesn’t get frazzled might impart some wisdom offhand that could be missed remotely. Or perhaps an ambitious young person has a talent that remains undeveloped when working as a lone wolf.
SouthState provided all training online during the merger and found that virtual breakout rooms kept important things from falling through the cracks. Still, technology doesn’t perfectly replicate the real thing. “The minute that we brought people back together we found there are functions at which inperson training remains superior,” Idell says.
Ultimately, SouthState’s experience shows that hybrid work conveys many benefits while the personal connections—with colleagues and customers—are impossible to replace. Though future predictions are notoriously fickle, it’s safe to say the remote workforce, when structured intentionally, is working well.
we continue to celebrate Black History Month we give thanks to all black-owned businesses that have contributed to Lakeland’s development.
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