Visit the stunning permanent collection of world renowned artist Dale Chihuly’s unique artwork in a magnificent 10,000 square foot setting designed by award-winning architect Albert Alfonso. The Chihuly Collection presented by the Morean Arts Center includes Chihuly’s spectacular large-scale installations such as Ruby Red Icicle Chandelier created specifically for the Collection, along with several popular series works including Macchia and Ikebana which have thrilled audiences around the globe. And visit the Glass Studio & Hot Shop where you can watch glassblowers create one-of-a-kind pieces and purchase glass art and jewelry created by local, regional, and national artists.
400 Beach Drive St. Petersburg, FL 33701 727.896.GLASS (4527) ChihulyCollectionStPete.com Purchase your tickets in advance online at ChihulyCollectionStPete.com
Float Boat PHOTOGRAPHER: TERRY RISHEL
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VERTICAL Tampa Bay employs an innovative page-turning user interface that delivers both a familiar reading experience to consumers of traditional print media, and a host of enhanced browsing options that are unique to the technology.We want you to get the most out of your VERTICAL experience so we’ve highlighted a few key features to help you get better acquainted with the user interface. FULL SCREEN MODE The single best way to experience VERTICAL is by using the FULL SCREEN MODE. Clicking on the FULL SCREEN icon located at the top of the viewing area allows the interface to resize the magazine to the full resolution of your computer’s monitor.You can turn pages by clicking the grab handles at the outer edges of each page or by simply clicking the left/right arrow keys on your keyboard. If you wish to jump to a certain section, you can do so by clicking on the thumbnail navigator located at the bottom of the viewer.
ZOOMING Zooming is a piece of cake. Simply click once to zoom in and once to zoom out.While zoomed in, if you move the mouse around the screen, the page will track to your movements. You can customize the zoom settings to your liking via the toolbar at the top of the viewer.
EVERYTHING IS CLICKABLE Ads and articles in VERTICAL feature live links to spas, restaurants, galleries and more.We encourage you to explore the rich content within the pages of VERTICAL and click to your heart’s content to access even more.
april necks uncovered, adorned Western Treatment: Adorn Rid yourself of dry winter skin with an exfoliation of the neck and décolleté with Eminence Organic Apricot scrub followed by a soothing application of our Apricot Whipped moisturizer. Receive a complimentary scrub sample with any treatment booked.
Aloe Vera Ritual: In Africa, Aloe Vera is valued as a skin purifier, enhancer and nutritional healing compound. This ritual rejuvenates the skin and relieves the stress carried through the neck region.
may my Mother, my soul mate Western Treatment: A gentle body massage, reflecting a mother’s touch: Relaxing, nourishing. Treat the special woman in your life to an indulgent Aromatherapy Swedish Massage.
Geranium Ritual: Geranium oil has long been used in Africa as a soothing, calming balm for fussy infants and those feeling out of sorts. This Geranium massage ritual helps balance the emotions and regenerate one’s soul, bringing about feelings of happiness, positivity and restfulness.
Mother’s Day Spa Package: Celebrate Mom at Indaba Spa – Mini Massage, Refresher Facial and Express Pedicure with complimentary glass of Indaba wine $135 (service charge not included)
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EVOLVING IN STYLE
Community is the place to be.We can hang out at our favorite hot spots or we can stay in, chill and pull up alongside our friends on Facebook and Twitter. The beauty of community is that it’s always nearby. At Kaleisia Tea Lounge (featured in PRO), Communi-Tea is the mantra. Their FB page is brewing with love from local fans and friends. I’m sure Kim Pham would tell you that pouring oneself into a passion and having it steep its way into the community is a blessing. Similar to discovering a local treasure, finding a blog to follow is like finding a pot of gold. We can fashion our very existence and fill it with what is STYLISH, what triggers our WANDERLUST, what TASTEs so good, what it’s like to be EXPOSed, how to pad your HABITAT, what’s PROof positive, where to flutter SOCIAL BUTTERFLY because you are BEAUTY FULL (inside and out). To this point, it is my great pleasure to announce the launch of the VERTICAL Tampa Bay Web Site: Coming Summer 2011. The site and diary will reward us with more captivating content and enable us to live VERTICALLY more steadily. Rewind back to the present and check out this cool thing to flip for:The “So Not Sari” feature in this issue’s STYLISH department includes a free download of the original soundtrack from VERTICAL’s first fashion show, mastered by Son of Maestro (aka VERTICAL’s Art Director James Burgos). Add more sparkle to springtime with the ultimate way to Get VERTICAL. We created “The Stellar Society” to help you make the pages of VERTICAL your reality. Join a constellation of friends and have a Stellar springtime, summer and beyond. http://verticaltampabay.com/stellarsociety
Photo: SusanJeffers Photography.com
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STYLISH BEAUTY FULL EXPOSURE HABITAT TASTE WANDERLUST SOCIAL BUTTERFLY PRO PEOPLE WHO ROCK Photography by BrianJamesGallery.com Model: Rachel Reed
NAMASTE Photography by Leslie Joy Ickowitz Section Intro Photography: “Pieces”—fabrics and featured items from So Not Sari Styling & Photography by Leslie Joy Ickowitz
START
ON THE COVER Photographer: BWLPhotography.com Stylists: Leslie Joy Ickowitz & Pamela Bloomgren, MOD Produtions Hair: Bill Baker Makeup: Pamela Bloomgren, MOD Productions Model: Raengel Solis, Benz Model & Talent Agency Photography Assistant: Lisa Ferrante
ON THIS PAGE Photography by Leslie Joy Ickowitz
BUZZ ON VERTICAL Illustration by Justin Kingsley Noyes, The HIve Creations, TheHiveStore.com
53,000 square feet of fun. and a gazillion ways to grow your mind.
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Learn why becoming a member adds to the fun at GlazerMuseum.org/membership. Or call 813-443-FUN1 (3861) DOWNTOWN TAMPA • 110 W. Gasparilla Plaza Hours - Mon – Fri: 10am to 5pm • Sat: 10am to 6pm Sun: 1pm to 6pm
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It's GORGEOUS dolling! Linda Blum
Your philanthropic spirit is an INSPIRATION. Kelly Seeley
I truly love VERTICAL! The photos are nothing short of STUNNING and the content is so full of incredible information! Heather Lindsay Sell
VERTICAL is something that the Tampa Bay area has NEEDED for quite some time. Cathy Wilson, creator of South Tampaopoly
I LOVE the magazine and will turn local friends on to it! DELICIOUS, abundant, seductive, festive-moody and bijou-crafted issue! Milena Mateev
River Castillo
Photography:Leslie Joy Ickowitz
PUBLISHER & EDITOR IN CHIEF Leslie Joy Ickowitz
CREATIVE DIRECTOR Leslie Joy Ickowitz
ART DIRECTOR James Burgos, BoulevardCreative.com
ASSISTANTS TO THE PUBLISHER Andrea Romero ✵ Nadia Nuñez
CONTRIBUTING PHOTOGRAPHERS www.BrianJamesGallery.com ✵ www.BWLPhotography.com www.Kismisink.com ✵ www.LeslieJoyOriginal.com ✵ www.PapergirlPressPhoto.com www.PatFoleyPhoto.com
CONTRIBUTING WRITERS Andrea Romero ✵ Bill Baker ✵ James Burgos ✵ Janan Talafer ✵ Jennifer Adams Jennifer Fields ✵ Laurin Evans ✵ Tracy Ann Guida
ILLUSTRATION Justin K Noyes ✵ The Hive Creations www.TheHiveStore.com
PROOFREADING Swathi Reddy VERTICAL™ is a community magazine and we welcome your participation. Letters to the Editor, inquiries and nominations for Social Butterfly and Pro may be sent to: info@verticaltampabay.com. For advertising and other inquiries, please call 813.382.4387 or email: info@VerticalTampaBay.com.To enjoy a complimentary subscription toVERTICAL™ delivered via email, visit:VerticalTampaBay.com. Copyright 2011 VERTICAL™ Tampa Bay. All rights reserved. Reproduction, either in whole or in part, is forbidden without written permission from the publisher. Articles and advertisements published in VERTICAL™ Tampa Bay do not necessarily reflect the opinions of the publisher. VERTICAL™ Tampa Bay assumes no liability for the content and shall not be held liable for any errors or omissions. No responsibility can be assumed for unsolicited materials. All letters and press releases sent to VERTICAL™ Tampa Bay may be unconditionally assigned for publication and are subject to VERTICAL™ Tampa Bay’s editorial comment.VERTICAL™ Tampa Bay is not to be held liable for the quality or performance of goods or services rendered by the advertisers in this publication.
STYLISH
Photography: Bryan Leighty bwlphotography.com
Stylists: Pamela Bloomgren, MOD Productions & Leslie Joy Ickowitz
Hair: Bill Baker Makeup: Pamela Bloomgren, MOD Productions Model: Raengel Solis, Benz Model & Talent Agency Wardrobe: k.hendrix Photography Assistant: Lisa Ferrante lisamiastudios.com
Photographed: On location in downtown St. Petersburg Special Thanks: Queens Head Eurobar and Restaurant
So Not
Sari
A Stylish Reincarnation Pairs Beautifully with a Good Conscience Story by Leslie Joy Ickowitz ❧ Photography by KismisInk.com Pictured Left: Upendra Reddy and Kimberly Hendrix
In a fit of inspiration,VERTICAL Tampa Bay reader Upendra Reddy reached out with an offer to donate a collection of Indian saris to local fashion designer k.hendrix who reuses, recycles and renews materials to create her dazzling garments.
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pon hearing the news, designer Kimberly Hendrix exclaimed, “and I will donate 50 percent of the proceeds from the pieces I create with the saris to a cause close to Upendra’s heart!” That cause, it turned out, was homeless children. This exchange is the very definition of what VERTICAL is about: perfect strangers coming together to help uplift one another while making a positive impact on our community. From this single thread of possibility, an evolution occurred. Kimberly Hendrix for k.hendrix created a 12-look collection exclusively for VERTICAL Tampa Bay that was showcased at So Not Sari—an exotic fashion presentation on 2.11.11 at PUSH Ultra Lounge in downtown St. Petersburg. Following the presentation, the garments were featured in a live auction benefitting StreetSAFE, a division of the Family Resources Foundation devoted to the homeless children population in St. Petersburg and surrounding areas. Holley Sinn of Studio 10 did a magnificent job in her role as auctioneer-ess. Making a positive impact in our community is what it means to ‘Get VERTICAL…and be part of something fabulous!’ So Not Sari was a celebration of hope, love and fashion, and the joy of the evening was stellar to behold. Special Thanks to PUSH Ultra Lounge, Puff ‘n Stuff Catering, Pamela Bloomgren of Mod Productions for choreographing the fashion show, Son of Maestro for mixing the music, hair stylists Bill Baker, Brigitte Rowe and Sandra Chandler, makeup artists Monique McLaughlin and Monique Payne, 12 wonderful models and Benz Model and Talent Agency.
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L OA D THE S
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BW L P H OTO G R A P H Y Creative Portrait Photography
www.bwlphotograph y.com
72 7.5 37.070 8
bryan@bwlphotography.com
FASHION STYLING & MAKEUP ARTISTRY BY PAMELA BLOOMGREN & NELDA CORBETT
MOD FASHION HEADSHOTS WEDDINGS LIFESTYLE COMPOSITES
PRODUCTIONS 727.458.4143
BEAUTY FULL
Stunning
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Beautiful You Most Certainly Are Story courtesy of spa50.com
B CLICK HERE to take the Beauty & Brain Quiz and see how you measure up. Make a commitment to take time for yourself with spa50.com’s “Take 50” pledge. CLICK HERE to download.
eauty is beyond skin deep; it has multiple layers. Have you ever found yourself in the presence of a gorgeous human being only to be turned off by their less than gorgeous personality? Perhaps you have come across a notso-attractive person only to find that they are more beautiful inside than you could ever imagine. Everyone has the ability to be beautiful. It’s all about the attitude, it’s within our control and most of us are more beautiful than we think we are! According to Dr. Eva Ritvo, an internationally renowned psychiatrist, author and speaker who has worked extensively on women’s empowerment issues, we are about 20 percent more beautiful than we think. Dr. Ritvo, along with Dr. Debra Luftman, a board certified dermatologist, recently wrote The Beauty Prescription, which addresses the beauty-brain loop and how we can use our brains to be more beautiful. “Beauty comes from inside," says Dr. Ritvo. "It’s a reflection of health, so take good care of your body." There are four areas of our being that require balance in order to achieve beauty: inner beauty (attitude); outer beauty (overall physical appearance); environment (everyone and everything that surrounds us); and health (diet and fitness).All four elements play a critical role in our beautiful outcome. The key is to start simple. If improving your inner beauty is what you need to work on, then having a positive attitude is as vital to your perception of yourself as oxygen is to life.Try positive self-talk. If outer beauty is a weakness, focus on your strengths and play them up. If you receive compliments on your
eyes, be sure to wear mascara when you go out. If your legs are a great feature, show them off with a cute skirt, pretty shoes and a fresh pedicure. Great arms? Try flattering sleeveless tops and tanks. Perhaps your environment needs improvement. Commit to surrounding yourself with positive, selfloving people. Omit the naysayers. Smile at others and see how positively people respond to you. If diet and fitness are challenges, begin with easy steps. Take a walk and soak in the nature that surrounds you. Opt for stairs instead of the elevator. Drink plenty of water and prepare healthy snacks, including fruits, vegetable sticks and select nuts. Recruit a friend on your beauty journey.“We live in unusual times, [there are] single moms, disjointed families, and working from home resulting in unbalanced lives," Dr. Ritvo says. "It’s important to find a positive female influence—a ‘beauty buddy’ that will help to hold you accountable and vice versa.While spending time with a beauty buddy, oxytocin, the feelgood hormone is released, helping to create balance.” Remember, none of us are born with the whole “perfect” package: perfect shape face, perfect figure, perfect height, perfect skin tone or perfect personality. What we are born with is the capacity to influence our own attitude. Beauty comes from deep within ourselves and is projected outward to the world. Simply change your attitude, love yourself and find your beauty! Kelly Seeley is co-founder of spa50.com, the authority on Tampa Bay area day spas and online resource for spa owners and spa-going consumers. Visit spa50.com for more information.
OUR CHAIR AWAITS YOU DESIGNER HAIR DRESSING & HAIR COLOR | BRAZILIAN KERATIN TREATMENTS | RELAXING CLINICAL TREATMENTS & FACIALS
813.443.5306 10911 N DALE MABRY HWY TAMPA, FL, 33618 FACEBOOK.COM/VERITYSALONS
Beauty full View A Q&A with the master, Bill Baker Photography by SusanJeffersPhotography.com
CAN YOU BE TOO BLONDE? Q. I have been highlighting my hair for several years and now there is very little of my natural hair color left. My colorist occasionally adds some low lights but they usually fade rather quickly. I am now considering doing an all over color but am wondering just how damaging that will be to my hair. What kind of maintenance is involved? Can I do it myself and if so, how do I pick the right shade? I enjoy wearing my hair lighter but I don’t want to be too blonde. What do you suggest? — Lauren, Clearwater Beach A. Several decades ago, the New York socialite, Babe Paley said, “You can never be too rich or too thin” and now in 2011 you can never be “too blonde”. The ever so glamorous platinum blonde has returned to the world of hair color so if that gives you any indication of how light you can go, my suggestion would be to go all the way! You have already tried low lights, and as you know, fading becomes the problem, particularly if you are spending a lot of time in the sun. I think you will be amazed and delighted at the difference an all over hair color will make in the appearance and condition of your hair, if done properly. Once the hair is colored it does not, and should not, be colored again. Repeatedly coloring the same hair, especially with a high lift tint or bleach can cause major damage. I would not suggest that you attempt this yourself, especially the first time. You will find that professional maintenance is rather minimal. Salon visits will be more frequent than when you were highlighting, but less costly and with less time involved. With the correct application, frequent conditioning treatments and protecting it from the sun as much as possible, you can be as blonde as you want. Prepare yourself, however, for more attention. You will get it! Editor's Note: Every time I see Bill Baker, my hair gets blonder and blonder. Imagine that!
ABOUT SHAPE Q. How important is face shape in choosing a hairstyle? How do I determine my own face shape? — Beth, Tampa A. On a scale of 1–10, I would say face shape is about a 9. It’s important but not crucial.The thing to remember is that an oval is the most pleasing shape to the eye, so trying to create that shape is the goal. To determine your particular face shape, stand in front of your bathroom mirror with your hair slicked back.With a felt tip pen, make a dot on the mirror at the top of your face right below the hairline. Now make a dot on each side of your face, at the temple, just inside the hairline, then a dot at the widest part of your face which will be about mid ear (don’t include the ears). Make a dot at the very bottom of your chin. Now the hard part, draw in the jaw line and connect the dots. Besides having made a mess of your mirror, what does this shape most closely resemble? Your choices are oval (which would be about 80% of the people of the world), square, round, rectangular, or heart shaped. If your face isn’t oval don’t feel inclined to jump off a cliff, some of the most beautiful women in the world have what could be considered an odd shaped face.The point is to compensate with a hairstyle that creates the oval and flatters the face. In general, square faces need curl, long or rectangular faces need bangs, round faces need straight lines on each side of the face to slim the face, and a heart shaped face needs fullness at the bottom. Remember, these are only guidelines, not rules. It’s also important to keep in mind that the rules of hair, just as the rules of fashion, can not only be bent, but at times, can even be broken. While attending art school, Bill Baker saw the movie “Shampoo” starring Warren Beatty. It was then that he decided, like Warren, to surround himself with beautiful women. He feels lucky to have accomplished his goal in the beauty industry and hopes some of his observations and opinions prove to be helpful. Contact Bill with questions or comments at: info@verticaltampabay.com or www.Billbakerhair.com.
Some of the most beautiful women in the world have what could be considered an odd shaped face. ~ Bill Baker
Greening
your Hair Care Organic, Bamboo & Vegan Style Story by Laurin Evans ❧ Photography by KismisInk.com
Ask if your salon carries organic or vegan products at your next appointment. Going organic is a green way to be good to your hair.
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owadays, you are more likely than ever to be offered organic hair care at your favorite salon. Salons are increasingly making the change to all-natural or organic hair care products as savvy owners and stylists advance their educations and want to offer customers the healthiest way of maintaining their crowning glory. The explosion in popularity of Keratin smoothing treatments is a major reason salons are offering products free of harsh sulphates and other chemicals that strip the hair of its natural oils and moisture. After spending a few hours at the salon getting that stick-straight, silky, shiny hair you covet, simply using a regular shampoo will undo all of that hard work, therefore washing the expensive treatment right down the drain. Marc Vansco, owner of Verity Salons in the Carrollwood area of Tampa, uses only organic or vegan products on his clients’ hair. It was the Keratin treatments he offered to his clients that sold him on organics. “Keratin treatments require a sulphate, sodium and paraben-free shampoo,” says Marc. “That took me into the organic lines.Then I saw and felt the difference.” Organic products provide a gentler yet equally effective clean that doesn’t expose your body to
chemicals that can be absorbed and inhaled. They contain exotic natural oils, vitamins, botanicals and other ingredients that clean and condition all types of hair with natural, not synthetic, substances. Organic also generally means the products are developed in a cruelty-free manner, and not tested on animals. Part of Marc’s motivation to open his own salon after 20 years in the industry was his passion for organic hair care, which was not embraced by the mainstream salons where he worked. When he introduces new clients to the organic lines he carries at Verity Salons, they are thrilled with the superior condition of their hair. Marc explains that the high-quality natural ingredients in the products “moisturize the hair and scalp, and prolong artificial color in the hair.”The products are also “healthier for the environment.” Anna Maria, one of Marc’s happy clients, was amazed at the transformation in her coarse, frizzy, unruly hair once he introduced her to the Soma vegan line offered at Verity. She used a top salon brand for years before trying Soma, which gave her the smooth hair she always wanted. Even her husband has noticed the difference and Anna credits her “movie star hair” to the organic products, which are comparable in price to the regular salon brands.
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EXPOSURE
REELove Bay Area Film Festivals HIt the silver screen Story by Janan Talafer ❧ Photography by Leslie Joy Ickowitz
Tampa Bay’s passion for independent films is astounding.At least 14 festivals showcase this unique form of storytelling annually, providing a forum for the freshest voices in filmmaking both locally and from around the world.
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or a few days or longer, you can be immersed in a visual extravaganza of movies, an artistic feast of tales catering to many different tastes and audiences. Drama, horror, sci-fi, comedy, feature length, shorts, documentary, animation and out-ofthe-box experimental—there is something for everyone to love or learn. All this action is enhanced by red carpet grand opening nights, exotic and tropical parties, panel discussions with filmmakers, educational workshops on filmmaking, and guest appearances by Hollywood stars. What is it about movies that we love so much? Some films draw us in so completely, tug at our hearts so strongly, that they make us forget for a short time the trials and tribulations of our own daily existence. Others empower us to take action, shake up our old ways of thinking and heighten our awareness, even stoke our righteous anger. And many are designed for pure entertainment, to make us laugh at the characters or take us on a journey.
An initiative of Tampa Bay’s Indo-US Chamber of Commerce, THE INDIA INTERNATIONAL FILM FESTIVAL serves to raise awareness about different cultures and to bring people together, according to FrancisVayalumkal, who helped launch the series, now in its second year. “Films are one of the best ways to learn about another culture.” The festival also sponsors a free public performance of Indian-style dancing in Tampa’s Channelside courtyard where the series is held. “This is just a fun way to involve the public and to introduce them to a new experience that is part of the Indian culture,” says Francis. “It’s become a popular event.” “THE TAMPA BAY GAY & LESBIAN FILM FESTIVAL is the sixth largest gay and lesbian film event in the country,” says Ken Hodges, president of the festival. Now in its 22nd year, the 11-day series is held in the iconic 1920-era Tampa Theatre and draws some 12,000 people. “We are very blessed to be considered a destination festival,” says Hodges.
The economic impact on the region is enormous. Consistently named one of the best special events in the Tampa Bay area, the festival received the 2008 Urban Excellence Award from the Tampa Downtown Partnership for the many benefits it brings to downtown Tampa. “One of the reasons our event is so popular is the huge sense of community that it creates,” says K.J. Mohr, program director. “In today’s culture with so many people watching something online or sitting at home with Netflix, being able to sit together and experience something like our festival has become more and more special. People seek out opportunities like this.” The panel discussions with filmmakers that follow the screenings give rise to thought-provoking conversations that both Mohr and Hodges say can be very meaningful.“People want to talk about the stuff that the films bring up and this gives them a forum,” says Mohr.“For our community, it can be very affirming. It’s all about consciousness-raising.”
Not surprising, given that it’s often referred to as the “City of the Arts,” the SARASOTA FILM FESTIVAL is one of the area’s largest, drawing an audience from around the country. Over 200 movies are screened during a 10-day packed celebration of film. This year, an estimated 45,000 people are anticipated to attend the series, which includes an appearance by actress Geena Davis, who's Institute of Gender in Media works to reduce gender stereotyping in children's films. Through a partnership with the Gulf Coast Chapter of the U.S. National Committee for the U.N., the Sarasota festival also gives attention to Through Women’s Eyes, an organization creating films that raise consciousness about the plight of women worldwide. In addition, this year, the festival focused on the issue of global censorship with several films addressing this topic, including Offside, a film by Jafar Panahi, an Iranian sentenced to six years in prison as a result of his work.
Tampa’s GASPARILLA INTERNATIONAL FILM FESTIVAL celebrated its fifth anniversary this year, with an estimated 10,000 people viewing 80 films.Among the many highlights was the locally produced premier of Voices of Mariel, which documents the 125,000 Cubans who fled their homes for Florida during the Mariel boat lift in 1980. Concurrent with the Gasparilla festival this year was the YBOR FESTIVAL OF THE MOVING IMAGE, an event hosted by Hillsborough Community College-Ybor City Campus. Moving Image recognizes an eclectic collection of work that pushes the boundaries to include live performance, outdoor projections, video sculpture and other nontraditional film and video presentations. Pinellas-based SUNSCREEN FILM FESTIVAL, now in its sixth year, showcases 100 films screened over a four-day period. This year’s event, held in April, features animated shorts like Sidewalk Wars and experimental shorts such as House Hunting. The festival also gives attention
to Florida student filmmakers and music videos. “We select the best from what is sent to us from all over the world—England, China, Japan, Australia, the Middle East as well as here in Florida,” says Tony Armer, who co-founded the event with friend Derek Miner. “We try to support the independent filmmaker while keeping in mind that we want the public to be entertained,” says Armer. Acting, screenwriting, video production and filmmaking are topics at the educational sessions that are included as part of the Sunscreen series. In addition, young people can learn about the movie industry during Sunscreen summer camp at St. Petersburg’s Studio@620. As Pinellas County Film Commission Director Jennifer Parramore points out, we not only need to celebrate the beauty of the work the festivals highlight, but also the individuals—mostly volunteers—who are willing to devote the time, attention, passion and energy to making it all happen so the rest of us can enjoy the show.
A GUIDE TO TAMPA BAY AREA FILM FESTIVALS ✵ SunscreenFilmFestival.com
✵ IIFFTampa.com
✵ GasparillaFilmFestival.com
✵ TBJFF.org
✵ SarasotaFilmFestival.com
✵ Nomadic-Tendencies.com
✵ TheClearwaterFilmFestival.com
✵ IndependentsFilmFest.com
✵ FilmSociety.org
✵ Motion813.com
✵ TIGLFF.com
✵ ThroughWomensEyes.com
✵ FilmSociety.org
✵ YborFilmFestival.com
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Freshen Treat your Windows to Fashion Story by Andrea M. Romero Images courtesy of The Curtain Exchange
W
indow treatments stand out and make a fashion statement in your home. Refresh your curtains and welcome a new look for the season—perhaps each and every season. “Curtains are like fashion for windows. If you’ve ever been to places in the Deep South like New Orleans you’ll see that curtains are seasonal.They have their fall, winter and spring [dressing],” explains Kari Dickerson, window expert at The Curtain Exchange (www.thecurtainexchange.com). This spring window fashion trends are peeling back the gaudy layers for a more tailored look with lighter fabrics and simple embellishments. Linen and silk are to windows what a classic black dress is to a night out on the town. “White linens and classic silk curtains are timeless. Nothing has taken their place,” says Kari. Bedazzle your living space and create a fresh contemporary twist to your window dressing with linens made in a silver-coated sheen finish. Sheers with horizontal stripes also have
Up
modern appeal, a surprising comeback from the 70’s.Traditional spaces require more elegant attire. Suiting your windows in tailored chenille drapes adds subtle luminescence and luxurious appeal. While warm brick reds and rustic oranges are the sought after hues among Tampa residences, consider a fun alternative by pulling in natural browns and rich tones of bronze with a splash of blue—a tranquil homage to Florida’s natural landscape. It’s all in the bespoke and subtle embellishments that help to add style to your windows. Dressing up your curtains with ruche bustiers and outfitting your windows with long, tailored, silk skirting creates drama. Window coverings hung on thick wooden rods with flute carvings add simple elegance to your home. Or keep the look effortless and clean by anchoring window dressings to steel hardware and thin rods. Masculine metal-studded tie backs and shimmery jewel-beaded ropes now come in all shapes and sizes.They make for the perfect accessories and final touches to your window apparel. Another idea—dare to go bare and let the natural light in, exposing natural beauty and welcoming the season’s warm rays. For a quick and easy refresher, Kari suggests changing out the curtains and leaving the sheers exposed.These light and airy drapes leave plenty to the imagination.Then play up your window treatments by sprinkling a few accent pillows with bold, decorative prints around the room. Let the renewal of spring be an inspiration to freshen up your view with window treatments in the season’s latest textures and hues.
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TASTE
THE FASHION PLATE
The
Fashion
Plate
A STYLISH Presentation
Story by Tracy Ann Guida â?§ Photography by PatFoleyPhoto.com Dessert Images by Erin Watson
Food, like fashion, is art. It can transport you to another place and each dish can be accessorized to be both flavorful and fashionable.
I
A hot shot of roasted red pepper soup topped with a fried curry leaf and served with naan
had the pleasure of attendingVERTICAL Tampa Bay’s “So Not Sari” fashion presentation on 2.11.11. I was mesmerized by the alluring fashion and the vibrant energy that surrounded me.That night I left Tampa Bay and took a culinary trip to India and beyond, courtesy of Puff ‘n Stuff Catering. In my seven years in Tampa, I have never experienced such artistic and culinary bliss. Dazzling, colorful and exquisite, the menu was just as enticing as the fashion. The flavors were intoxicating and from the first bite of baby artichoke hearts topped with goat cheese, olive tapenade, and sun-dried tomatoes, I knew this was going to be an evening to remember. I had the distinct pleasure of speaking with Warren Dietel, owner of Puff ‘n Stuff Catering, and I asked him about the importance of food presentation. “Presentation is romance; it’s drawing your guest in with beautiful food, arousing aromas and a visually stimulating experience.Whether a presentation is grandiose with elaborate details or simple, elegant and clean, it’s an art form. It’s about knowing your guests and what will delight, entice and entertain them,” says Warren. I was certainly drawn in by the exquisite food that evening. When asked where his inspiration is drawn from, Warren says, “Inspiration can be found everywhere! Personally, I’m inspired by architecture and the way the many elements, finishes and details are combined to tell a visual story. I also love landscape design for its use of patterns, textures and colors to create a pleasing vista. Our team continuously explores trends from successful hotels and restaurants to gain inspiration and develop creative methods of incorporating them into our menus.We also have great relationships with other leaders in the catering industry, and we frequently share new and clever ideas, concepts and best practices with each other.” As I walked from the patio to the inside lounge, I was warmly greeted by lovely girls wearing saris. The room was filled with beautiful people dressed in romantic attire and I was overcome by the feeling of love.While I sipped pink Champagne, I was presented with a decorative tray of Portobello
Sliders. Served on a mini Ciabatta roll, the rich flavor of the Portobello was balanced with the mild flavor of the olive and sundried tomato tapenade. The provolone’s mildly piquant flavor added zest to the slider. While mingling with the fabulous crowd, I continued to be charmed by one innovative dish after another. Artichoke Pakoras (pakora means “fried snack”) were served with an eggplant chili coconut sauce. I loved the contrast of the dark orange sauce presented inside the fresh, pearly, white coconut. As the fashion show began, I was captivated by the stunning ensembles, and one gorgeous violet dress in particular. Shortly after, I was offered Okinawan Purple Potatoes filled with figs and cashews. Vibrant, exotic and full of flavor, they mirrored the dress I was admiring. Another favorite that evening was the Grilled Apricots with Bittersweet Chocolate and Almonds. The apricots had a sweet, yet tart flavor and the combination of the bittersweet chocolate and almonds was divine. One sweet, tender bite and I felt like I was whisked away to a Mediterranean Island. They were a nice contrast to the Indian inspired vegetarian options I had been enjoying. My favorite dish was the “Italian Roasted Potato Torta” with caramelized onions, fresh basil and roasted tomatoes. Topped with Grana Padana and fresh mozzarella, it was rich with flavor and style. The exotic menu paired well with the exotic fashion and showcased some of the most beautiful delicacies I have ever tasted. When asked how he went about designing the menu for the evening, Catering Executive Chef Paul Lorrain said “Our primary muse for designing the ‘So Not Sari’ menu was the beautiful sari fabric with its vivid, evocative colors. We wanted to showcase and complement the sari color palette by incorporating flowers and brightly colored sauces into the vegetarian and Indian-inspired cuisine.” As the night drew to a close, guests were presented with a special gift. Dessert was served on the rooftop overlooking downtown St. Petersburg. “Balloon au Chocolat” was more than a dessert—it was a delectable piece of art. A decadent chocolate layered cake dressed in sweet chocolate ganache, adorned with fruit accouterments and encased in a white chocolate balloon. I was already captivated by this epicurean delight before the server began pouring hot bitter orange and rosewater syrup over the chocolate balloon.The white chocolate gently melted and dulcified
the chocolate cake within. The intoxicating flavors made me feel like I was in a state of nirvana, much like when I read VERTICAL. To learn more about Puff ‘n Stuff, please visit www.puffnstuff.com Tracy Guida is a California Girl residing in SouthTampa and is a single mother to Rocco and Gianna.After six years of being homesick and missing her city by the bay, she decided to embark on a quest to fall in love with Florida. Her blog, www.myothercitybythebay.com is a tribute to her “new” city by the bay. Tracy recently began another blog; www. thelemondropladies.com which is a celebration of amazing women that have taken life’s lemons and made lemonade, or in Tracy’s case, lemon drops. She is currently working on a book to coincide with the Lemon Drop Ladies blog.
To honor the Indian culture, So Not Sari featured an exotic vegetarian menu including artichoke pakoras (above) and grilled apricots with bittersweet chocolate and almonds.
Le Grand Finale: A delectable and dramatic White Balloon au Chocolat
Cuisine
D’Art the Fashion Plate Part Deux
Story by Janan Talafer ❧ Photography by PatFoleyPhoto.com
Eating is such a sensory experience.The taste of perfectly blended flavors, the tantalizing aroma of the food, and the texture of the first mouthful all enhance it. But as visual creatures, the first glance can speak volumes, and we often succumb to love at first sight before love at first bite.
T
he best chefs are artists, with an intuitive understanding that the arrangement of the food can play as important a role as the flavor. It sets the stage for what’s to come. A beautiful presentation is lovely to behold. Like eye candy, it invites, tempts and teases. If poorly done, it can detract from the moment and lower your expectations for the quality of the food. Key ingredients that measure up to designing a fashion plate include skill, experience and creative vision. Here’s a pairing of perspectives from two Bay area chefs.
Editor’s Note: A visit to the Oystercatchers Website illustrates the restaurant’s fine attention to detail: www.hyatt.com/gallery/oystercatchers/
OYSTERCATCHERS, TAMPA Food presentation is a reflection of the restaurant in which the chef practices.This is certainly the case at Oystercatchers, noted for its fresh seafood and sophisticated but unpretentious seasonal cuisine. The philosophy here is fresh, natural and organic. “We keep things simple and let the food speak for itself,” says General Manager Jeremy Arrington. “We have a saying, ‘Just out of the ocean and onto the plate.’”That means the fish is net caught and wild, never farm raised. Sage, thyme and other micro greens for the table come right from the herb garden on the property, which is the wooded acreage of the Grand Hyatt hotel at Rocky Point, with its nature trails, mangrove preserves and small sandy beach. The ambience of the venue matches the natural elements with lots of wood, a muted color scheme of tans, browns and white, and an enormous expanse of windows framing a perfect view of old Tampa Bay. Beautiful sunsets, birds, dolphins and fisherman right in front of you as you dine add flavor to the scenic experience. The dishes arrive from the kitchen, plated in a sleek style with clean, unfussy lines.You might compare the aesthetic to minimalist art. “Every little component on the dish adds a new dimension with contrasting textures and multiple colors but it serves a purpose, it’s not just garnish,” says Executive Chef Kory Foltz. “Height is also important,” says Kory.“It adds interest; it’s playful and sculptural.We can build it up from two-dimensional to three-dimensional.”
Take the Ahi Tahtaki for example. A circular bed of edamame marinated in Asian spices sits like little cobblestones creating a foundation. Slices of fresh pink ahi tuna lay on top, while a generous sprinkling of baby cilantro adds height and interest.The entire dish is set off with a rectangular streak of red Tai sauce with two green dabs of ginger cilantro pesto. CASSIS, BEACH DRIVE ST. PETERSBURG “Nowadays everyone wants the plate to look beautiful, but years back, it was alright to look just okay,” says Jeremy Duclut, with the thick French accent he imported with him from Macon Burgundy, France, where he learned country style cooking from his mother and grandmother. After culinary schools in all the right French places, he came to the states and continued his training here. Now he and his business partner Philip have opened a brasserie in downtown St. Petersburg.A brasserie is something between a diner and a fine dining restaurant, a place that serves comfort food, says Jeremy. But this is not comfort food that I grew up eating in my Midwestern home town. Duck Confit Choucroute with bacon-braised sauerkraut, sausages and duck jus is one of his favorite entrees on the menu. In the kitchen, Jeremy is busy supervising line cooks building a pile of English peas, topped with golden brown scallops with sautéed mushrooms and truffle sauce. Over in another corner, the tuna tartare looks like a pretty little tower, blended with a mix of intriguing colors and textures, crowned with a sprig of micro greens. “I like to keep the plating simple, I don’t want guests to look at the food and say ‘ooh’ but where do I start,” says Jeremy. “But I do like to stack up tiny plates and keep things a little off center.” Presentation is important because it is the first impression—“perception is everything,” says Jeremy, but at the same time, he’s clear that it is never just about garnish or decoration, it’s about the flavor and taste. Then presentation comes in. I’m sure he echoes many chefs when he says the food is beautiful. “I have never seen a vegetable that was ugly,” he says with a straight face. “Like a painting, we are artists with our own ideas of how everything should look.” It’s clear that just like so much in life; it’s all in the details.
Editor’s Note: A click to the Cassis Web site transports you to a whimsical preview of the brasserie’s attention to presentation: www.Cassisab.com
Sugar Chic the fashion plate Part Trois
Story by Jennifer Fields ❧ Food Photography: kathrynbrassphotography.com ❧ LuLu Photo: KismisInk.com
Special events call for special things, and when a limitless imagination is called upon to create delectable treats, the final product rises to the occasion.
M
oroccan-born LuLu Valentina has had an eye for fabulous since she was a little girl.While growing up, she tasted worldly flavors and saw amazing color and remarkable shapes all around her. She moved to New York at age 18, where design inspiration continued to play a role in shaping her creativity, which she brings to life when designing cakes and cupcakes through her boutique aptly named: LuLu Valentina. “Fashionably sweet,” “sugar art,” “chic,” “glamorous,” are some of the words LuLu uses to describe her one-of-a-kind creations. LuLu draws inspiration from her worldly residences. “Distinct styles and designs with a modern edge come from New York,” she says, recalling her influence from the Big Apple. She credits her eye for bright color and unique architectural elements to Morocco. And living in Florida this past year has unveiled more influences. LuLu’s globally inspired design aesthetic appears to play in perfect harmony with requests she receives for cakes considered departures from the norm or that shy away from the traditional. “Lots of brides, for example, are venturing outside the normal, traditional cakes,” explains LuLu. She says gothic-themed cakes have been a big hit with black color for the fondant and red cake inside, as well as cakes that pop with electric, playful colors and modern, boxy shapes. Flavor, she says, has also received a makeover with exotic tastes like chai buttercream and cloverspiced cake hidden beyond enchanting frosting. “It’s no longer a cake to serve in the middle of a party, it’s a piece of art to wow guests with,” says LuLu. So go ahead and dream up that fabulously fancy, deliciously designed cake. With LuLu Valentina in town, you can eat it too.Visit LuLu Valentina at www.luluvalentina.com. Jennifer Fields is a Tampa-based freelance writer. She is a graduate of Western Culinary Institute in Portland, Oregon, and has written for TastingTable.com, Culinate.com and Citysearch.com. She writes a monthly column titled Kitchen Adventures at TaylorEason.com, and pens her own blog of food and travel adventures at SavorIt.
Celebrate in
Bubbly
Classic Caprese
Images courtesy of John J. Unrue.
For over 30 years, Puff ‘n Stuff Catering has perfected the special events that matter most: yours! With creative cuisine, custom menus, friendly service, and quality that translates into true value, we help create moments that will be treasured for a lifetime.
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The Circle of Love Center for Grieving Children Supportive services to help families cope with the death of a loved one Children and teens who have experienced the death of loved ones grieve differently than adults. The staff and volunteers at the Circle of Love Center for Grieving Children work to address the unique needs of grieving children through sharing and creative, positive play within a peer group setting. Circle of Love programs are open to all children and teens, ages 3 to 18, in Hillsborough County.
A young girl and the memory box she made at the children’s grief center
Support the Circle of Love Center for Grieving Children by purchasing the South Tampaopoly board game at www.cyekcim.com/sto/sto.html
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WANDERLUST
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VÍVIDO Pictorial by Leslie Joy Ickowitz
SOCIAL BUTTERFLY
Get Up.
Get Into It.
Get Involved. Great Places to Get April 9 DESCENDING—THE Dressed, Get Out and ANGELS Make a Difference WHITE BALL By Jennifer Adams & Andrea Romero
Join friends and supporters of My Hope Chest for an evening under the stars at Sacred Grounds in St. Petersburg, a lush, one-of-a-kind sanctuary adjacent to the intercoastal. Guests are encouraged to wear white for the evening, which will include live entertainment, sumptuous food, an array of unique vendors and fabulous auction packages.The festivities begin at 6p.m. and tickets are $25 available online at www.myhopechest.org or $30 at the door.
APRIL 17 LAS DAMAS DE ARTE PRESENTS “SUNDAY IN THE ARTS” Las Damas de Arte brings art to the people at their annual exhibition. From paintings to ceramics to jewelry and other mixed media, area artists' work will be showcased at Tampa Preparatory School’s Smith Black Box Theater. Stroll through the exhibits while enjoying refreshments and music. A silent auction will also take place. Proceeds benefit art scholarships and grants for local non-profit arts organizations. Tickets are $40 in advance; $50 at the door, $75 patrons, students (with I.D.) $15. For additional information, visit www.lasdamasdearte.com/SITA.html or contact SITA Chair Martha De’Ambrose at 813.915.2751.
APRIL 30
May 14
MUSIC OF THE NIGHT—THE CIRCLE OF FRIENDS DINNER BENEFIT
HIGH HEEL HIKE
Christel and Mark Yaffe open the doors of their Avila home to celebrate a harmonious evening with music, fine food and friends while benefitting a special cause. At Music of the Night—The Circle of Friends Dinner Benefit guests will enjoy cocktails and catered cuisine by Mise en Place, while being serenaded with classical operatic entertainment. The night will also feature an open bar, cigar bar and dancing. Proceeds benefit Friends of Joshua House Foundation, Inc. Tickets are $350. Sponsorships start at $2500.00 for a table of eight. For more information, please call 813.263.3469 or Bridget Robertson at 813.486.2596.
May 6 SILVERSPOONS AND SANDCASTLES Escape to the Caribbean with the Tampa Bay Beautification organization for the 20th annual SilverSpoons and Sandcastles fundraiser held at Tampa Port Authority Terminal 3. Join Tampa Bay’s highprofile guests in an evening benefitting the Mayor’s Beautification Program with live music, delectable eats, a premium bar and silent auction. Let the tropics inspire your evening attire. Tickets are $100 in advance; $125 at the door. Call 813.221.8733 or visit www.tampabaybeautification.org/for more information.
May 7 SEA GRAPES Journey to the legendary island Atlantis at the Florida Aquarium’s Sea Grapes Fine Wine and Food Festival. Savor the taste of over 100 fine wines and cuisine from Bay area restaurants. Explore the deep-sea exhibits while swinging to the tunes of live jazz and take part in the silent auction. General admission $95 (until April 30th, then $105), Aquarium Members: $85 (until April 23rd). For more information, please call 813.273.4030 or visit www.seagrapes.org
Strut your stuff to support Autism Awareness at the Jules Burt Foundation’s High Heel Hike. Pump up the volume by sporting shiny red stilettos (or any color really) while sauntering throughWestshore Plaza, Saturday, May 14th. Registration begins at 9a.m.The 1k hike begins at 10a.m.There is no cost to participate but you may sponsor a hiker or make a general donation. For more information, please visit www.highheelhike.com and also check out the first annual Sarasota High Heel Hike taking place on July 2nd.
MAY 20-22 TASTE OF PINELLAS AND FAMILY FEST 2011 Taste of Pinellas and Family Fest promise to bring spectacular food, fun and a lineup of tunes for everyone at its annual event. Held at the beautiful waterfront of Vinoy Park in St. Petersburg, this festival hosts some of the Bay’s best local restaurants, live entertainment and fun Kids' Zone for children.Taste of Pinellas and Family Fest’s three-day celebration will benefit the All Children's Hospital Telethon. For more info, please visit www.tasteofpinellas.com
Event details and ticket prices subject to change. Contact organizations directly for the most up-todate information.
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PRO
Communi-TEA
CHANGING THE WORLD, SAVING THE WORLD, IN THE NAME OF TEA Story by James Burgos ❧ Photography by KismisInk and PaperGirl Press
Y
ou say Ka•LEE•sha, I say Ka•LAY•sha, but if you ask anyone in the know, they will likely say, Ka•LIE•sha—as in, Kaleisia Tea Lounge.“Our name is definitely a conversation starter,” says Kim Pham.“It’s a combination of the words Kaleidoscope and Asia.” The name celebrates the Asiatic roots of tea and the infinite variety of tea that is cultivated around the world. Kim, along with her partner, Lan Ha, founded Kaleisia Tea Lounge (TheTeaLounge.com) in the least likely of places and circumstances with a mission to uplift the community and nurture a tea culture where none had ever existed. Six years later, not only have they remained true to their mission, but they have accomplished so much more.
SIMPLICI –TEA A visit to Kaleisia immediately invokes the feeling of a sense of place. The space is intimate, the the atmosphere is welcoming and full of energy, with plenty of comfortable seating (both indoor and on their patio). The walls and shelves are adorned by paintings and ceramics sourced from local artists. Books and eclectic board games like the Chinese game of GO abound—they clearly want you to stay a while. If you know what you want to drink, you can go straight to the counter and place an order. It won’t take long for the friendly staff to learn your name AND your favorite beverage. But for many, one of the most pleasurable aspects of a Kaleisia Tea Lounge excursion is undoubtedly… The Wall Of Tea As you walk into the tea lounge, you’ll immediately notice over 100 varieties of loose tea neatly organized in small stainless steel canisters. Each one is color-coded with an easy to read label that is also easy to reach. That's right, customers are actually encouraged to touch, smell, and compare the different teas that Kaleisia offers. All teas are custom blended in-house and according to their website, “no two teas are alike.” One could spend quite a bit of time at The Wall of Tea; the experience is very engaging and the presentation made a strong impression on me. My personal favorite is the Indian Masala Chai, and dare I say, it rivals the Masala Chai that I’ve had in the homes of some of my close Indian friends. Another great tea that I tried was during one of the interviews for this article. I came to the tea lounge noticeably under the weather, and without
missing a beat, instead of my normal Chai, Kim prepared me an IMMUNITEA (a special blend of echinacea, chamomile, peppermint, ginger, cardamom and other botanicals) that immediately opened up everything that was clogged up in my head and chest—good stuff, ‘nuff said. But TEA is only part of the story
SOLIDARI–TEA Kim and Lan are not just business partners, they are also first cousins. Born one month apart, they were raised as sisters and best friends (their moms are actual sisters). Lan arrived in the United States from Vietnam with her family in 1986 Kim and her family arrived one year later. Life was difficult for Vietnamese refugees in those days. They grew up dirt poor.Without a safety net their families could have easily become homeless at any time. Kim and Lan struggled to find their place in American society and learning English was a big part of the challenge. But through it all, they were raised to always value humanity over profits. As Kim recalls, “Every spare moment outside of work or school was devoted to service. Our families were very active in the community.” And thus, the seeds of COMMUNI-TEA were planted. When the time came for college, Kim left to study in California, Lan remained and studied in Tampa. Whenever Kim would return to visit, she would always gripe that there were no real places for people to gather in the USF area, much less to gather and drink tea.They often dreamed what it would be like to have such a place. When Kim returned home after graduation she set her sights to begin graduate studies and possibly earn an MBA. That’s when her mother intervened. Kim’s mother has always been her closest advisor. Kim’s desire to open a tea shop was often discussed at home, but she figured that she might as well get an MBA. She could then start the business and if all else fails, at least she would have the degree as her fall back position. As Kim recalls,“My mother asked me, ‘Why don’t you get a real MBA instead of a fake piece of paper? Starting a business from scratch will be the best lesson you could ever learn. If you succeed, great. If not, that’s your MBA.You would have learned something real that can be transferred to the workplace.’” This was all the encouragement that the girls needed.
On the right: Kim Pham On this page L-R: Lin Ha, Matt Murchison & John McKenzie
STAGGERING UNDER THE WEIGHT OF HIS GENIUS!!! Kaleisia relies entirely on word of mouth to promote awareness for the tea lounge. Social media plays a major role in how information is spread to the community. They used to publish an email newsletter but the discontinued it because the community preferred instead to engage via Facebook, Twitter and TheTeaLounge.com. Social media was taking off so they needed to hire someone to help out in that area. Longtime customer and friend, Matt Murchison @MattMurchison was the obvious choice for the job. He had already been a huge supporter of the tea lounge, was net-savvy and plugged in to all the relevant social networks. But more importantly, Matt was plugged into the Kaleisia culture. Matt once wrote a review onYelp about Kaleisia in the form of a poem (see right).When word got back to Kim about it, she read it and knew right away that they had found their man. Matt has been posting news and specials for about a year now, and true to form, he is empowered of his own accord to engage on Kaleisia's behalf.
Oh, Kaleisia, you bring me the tea To help me make it through my day The blacks, the whites, the reds, the greens The blends that blow my blues away Your staff: courteous, quick, and kind Your cafe: comfortable and clean Though I have searched, I couldn't find A better Tampa Bay tea scene Your board games never leave me bored The artworks on your walls delight Your snacks are easy to afford And feed my soul with every bite I love your wall of fragrant tea That transports me around the sphere I buy some loose, to bring with me So I can brew and drink them here I recommend Kaleisia to All those who like amazing things Just try them for yourselves, and you Will see the joy Kaleisia brings
The story behind the story: Before I continue, It’s important for me to note that this article was initially assigned to me as a 300 word piece about TEA (and only TEA) to be included as a feature in the TASTE section for the Fall 2010 anniversary issue of this magazine. However, during my interview with Kim, it became clear that not only would this article NOT be 300 words, but the piece would diverge into what I felt, was a much broader and important story. So after two false starts, several rewrites and much gnashing of teeth by Leslie over my flagrant disobedience, I bring you the rest. (Sawry, L)
OPPORTUNI –TEA The stage was set, Kim and Lan made the decision to open a tea shop, but they had their work cut out for them. Neither Kim nor Lan had much knowledge or experience in starting or running a business. “We felt going into this that we would lose,” says Kim. Nonetheless, fueled with a passion for tea and a desire to establish a community, the two embarked on a journey to figure it all out. Along the way they would challenge common wisdom, rewrite the startup playbook and embrace an emerging business model that was congruent with being profitable and socially conscious. By Any Other Name In addition to picking a name that is difficult to pronounce, the location for Kaleisia presented its own challenges. Kim studied public policy at Occidental College in California. Her experience working in the field provided insights into how they would approach choosing a location for Kaleisia, but not necessarily for the reasons one might expect. They chose a location in the heart of Suitcase City, an area adjacent to USF, so-called for its transient population, high crime rate and urban blight. “If tea was the number one reason for opening our business we would have done so in a place like Hyde Park or New Tampa.” For Kim and Lan it was “a no brainer” to open the tea lounge at the precise corner where the crime rate was highest—15th & Fletcher. Businesses were shutting down and/or relocating from the area to places like New Tampa or Citrus Park, the commercial properties that were vacated became run down and useless. When this happens the city has to assume control, but it’s difficult to stop the hemorrhaging so the crime rate increases causing more businesses to flee—it’s a catch-22. Kim and Lan wanted to change that.
CREATIVI–TEA The decision to bring tea culture to Suitcase City would be one of many pivotal decisions that Kim and Lan would make on their way to becoming entrepreneurs. Says Kim, “We read so many business 101 and entrepreneurial books, but we ultimately went against most of the conventional advice.” For starters, after they signed their lease, they waited six months before opening the doors to the public. Most people who lease a storefront are usually open for business within a month or two. Kim and Lan are perfectionists, they wanted to take the time to research their products and get everything just right. It would be easy to assume that Kim and Lan were well-funded, and thus, could afford the luxury of taking their own sweet time. To the contrary, the entire Kaleisia startup was funded on credit card debt, much like an indie filmmaker might fund a movie production. “An ounce of prevention is worth a pound of cure,” said Ben Franklin. In Kim’s words,“Our reasoning at the time was that it’s better to suck up the cost now, or rush in and forever be out of business. Customers don’t see your business as an evolving project. They’ll buy one product, if they like it they’ll return, if not, you’ll never see them again.” The moral—first impressions matter.
INGENUI–TEA When they finally opened their doors for business in April of 2005, it was very important for Kaleisia to not only be perceived as a a safe place to come and buy tea, but a place to also stay, hang out and drink tea. According to Kim,“Tea is what brings people together.” When she speaks, her passion for tea culture is refreshing and infectious. She further explains, “Yes, we sell tea.Yes, tea is a big part of who we are, but when we opened our shop, we really wanted to create a sense of community.” One of the ways that they express their support to the community is by providing space for local artists to display and sell their works.They never charge a commission or any type of fee.The walls and shelves always look beautiful, and Kim and Lan are grateful to have the space to provide. They recently held a Henna 101 workshop and Knitting Night is a popular weekly event. Of course, one of the primary ways Kaleisia makes itself accessible to the community is with their prices. Kim and Lan understood right away that their prices had to be affordable. Students
from USF and others from the area can’t afford to, nor should they have to, pay a premium or be overcharged for style just because Kaleisia is a niche business. Most drinks at the tea lounge average around $3. Instead selling a bunch of random food, they choose to sell healthy all-vegan fare; everything is priced under $5. Also, it’s worth noting that Kaleisia’s prices have not been raised since they first opened; not for inflation or the bad economy. “The USF community supports Kaleisia tremendously,” says Kim. “It’s fair to say that we probably would not have survived without them.” Kim credits the student community for keeping things fresh.“College kids are so much fun to be around. Students like change, they help us change. They keep us on top of the latest trends, and they’re very innovative and creative. We wouldn’t want to be very far away from them.” Before words like Social Media and Crowdsourcing became part of the vernacular, Kim and Lan, from the very beginning, solicited feedback from the community on everything you could possibly imagine. But it wasn’t just feedback that they were after, they literally wanted their customers to make suggestions and decisions. ✵✵ The community picked the design for their logo and branding. ✵✵ The community asked for T-shirts. A t-shirt design contest was held which resulted in the stylish “I Love Tea” shirts which they sell for $10 at the shop or online. Initially, they were only available in red. Customers asked for (and got) more color choices. ✵✵ In the beginning they didn’t have food until everyone started asking for it. Now they have food. ✵✵ Music nights, multi-cultural workshops, etc. All community driven. ✵✵ The community even chose which day of the week the tea lounge would be closed. FYI, it’s Tuesday. ✵✵ And the list goes on. Kim and Lan are quick to downplay their influence on the whole operation. And they’re not feigning modesty either, they really mean it.“We simply had an idea,” says Kim. “Beyond getting things started, the success of this place really has very little to do with us. This business exists on its own and it’s here to be molded by the people who utilize the business.” More evidence of this reality, this truth can be found among the staff.
In six years, Kaleisia has had zero staff turnover. As Kim explains, “From day one, we’ve never lost a single person. Everyone who has every worked here, still works here. They might leave town, graduate or move on to other careers, but they all remain part of the family. In their spare time or if they come back to town, someone will always come to the shop and lend a hand.” Why on Earth would this be so? The answer is simple, the same empowerment that exists for the community also exists for the staff. For example: ✵✵ Shifts are not imposed. Everyone works out their schedule according to their needs ✵✵ If someone needs a day off or can’t work on a particular day, and if no one else is available, Kim or Lan will fill in.They don’t see this as an inconvenience, they view it as their responsibility to the staff. ✵✵ The staff earns above the living wage for restaurant workers. ✵✵ If a raise is offered, so too is the choice of having their health insurance or some other benefit covered in lieu of a raise. ✵✵ The staff eats and drinks for free ✵✵ The staff helps decide the pricing, menu items, entertainment choices, and even hiring decisions.
POSSIBILI–TEA There’s a lot to wrap your head around when thinking about how all of this community love could possibly be self-sustaining, or even profitable. But according to Kim, after only two years, they were able to pay off their credit card debt, pull a modest income, and be completely debt free and in the black.They even saved enough money for a possible expansion, but when the economy tanked, they pulled back (though, they may revisit the idea at a later date). Even Kim’s mother was surprised after learning just over a year ago, that the business was doing so well. But to really understand how a community has coalesced around Kaleisia, you’ll need to experience… Gifts Of Love GIFTS OF LOVE is Kaleisia Tea Lounge’s annual community charity fundraiser. Each year in March, the tea lounge holds a indoor/outdoor mini festival for the benefit of a local community charity or cause. Over 200 people are usually in attendance. A section of the parking lot is cordoned off to make room for a stage area. The inside and
outdoor patio of the tea lounge is partitioned for various activities like a photo booth, face-painting, henna tatoos, a caricature artist, etc. Music, live entertainment and raffles run throughout the event. But the highlight of GIFTS OF LOVE are the auctions (both silent and live). Local businesses from within and outside the community donate various items of moderate value which are put up for bid.To encourage participation most starting bids are between $20 and $40. One hundred percent of all proceeds are donated by the community directly to the charity as a single cash payment. This year’s GOL recipient was an organization called, B.R.I.D.G.E., a free health clinic run by students from the USF School of Medicine. Instead just having a fundraiser for a faceless charity, the idea behind GOL is to bring the local charity and the community together so they can interact and learn about one another.The charity is guaranteed at least $3000 by Kaleisia (whether they raise it or not). GIFTS OF LOVE money has been raised to fight autism and has even made its way to Africa to help build a birthing center for women in Uganda.
BEAU-TEA April marks the sixth anniversary for Kaleisia Tea Lounge.What began as a made up word with little meaning to anyone but its founders, has grown and evolved to mean many things to many people. “What we do is not proprietary,” says Kim “we run our business the way we run our lives.” Many people who have moved on to other states will still order loose tea through TheTeaLounge.com. They could easily buy their tea from any number of places, but they continue to buy from Kaleisia because they know that they are participating in something bigger. People who were never exposed to tea, who never touched it, who never smelled it have become tea connoisseurs purely on the basis of having direct access to a place like the tea lounge. Chances are, you already drink Kaleisia Tea and don’t even know it. Places like Cafe Hey, The Corner Store, Grass Root Organic Restaurant and many others buy their tea wholesale directly from Kaleisia. There was time, in the beginning, when Kim had to personally deliver tea to establishments that would simply refuse to come to “the hood”. Today, most buyers have no problem making the trek to 15th and Fletcher to pick up their tea.
Says Kim, “We believe that if you have a good product and you love the people that you serve and you really treat the business, not just as a money maker, but as a community builder, then people from all over will come. And a once declining neighborhood will gradually shed its bad reputation and regain the trust of the its people and ultimately, its good standing in the community.” For me, the story of Kaleisia is like the story of the Lotus. The Lotus grows from the mud through murky waters. Its flowers blossom pure and unstained. The idea of Kaleisia was like a journey from the mud, through murky water manifesting itself as pure, unstained BEAU-TEA. James Burgos is the ART DIRECTOR for VERTICAL Tampa Bay, CHIEF CREATIVE ORIFICE for BLVD/creative and the alter-ego to producer extraordinaire SON OF MAESTRO.When he’s not putting overused buzzwords out of their misery OR designing websites for celebrity fashionistas OR referring to himself in the third-person, he usually spends an inordinate amount of time contemplating the human condition AND the secret life of squirrels. Follow him here, Reblog him here. Like him here.
Dear
Diary Blogs We Love
Story by Leslie Joy Ickowitz & Andrea Romero
Plugging into local blogs has electrified us. What in many cases began as tiny sparks in Cyberspace has blossomed into new friendships and delivered new fascination.
B
logs are where we relate and contemplate. They are catalysts to action when we run out to realize what we read about for ourselves, or divine inaction when we drift off into the wonderful worlds bloggers weave for us. Being exposed to new possibilities ensures that there’s no shortage of inspiration.VERTICAL’s culture to share the love compels us to present four local online spots full of atmosphere, each with a unique voice(s) and insight on topics ranging from fashion to flavor. As you chart your own course through the world of blogs, we hope you’ll share your local favorites with us.They could be featured in VERTICAL too.
What local blogs do you visit for inspiration? I like to refer to White Book Agency’s blog (www. whitebookagency.com/category/blog/) for the public relations tips.Trend Alert (www.trendalertdaily.com) is another good one. Christina Jones has a good eye and I find we have similar taste in fashion. Actually, we just featured an interview with Christina for Bon Bon Rose Girls. Leslie’s point of view: Kristin and I met online and then we met over coffee at Cafe Kili in Temple Terrace. Sitting with her on a Saturday afternoon felt like the epitome of girl power, with two new friends sharing common threads and tons to talk about. In the not too distant future, I have every intention of becoming a Rosebud. Can’t you just picture a day in the Bon Bon Rose Girl garden? Delightful.
BON BON ROSE GIRLS www.BonBonRoseGirls.com
Megan and Kristin, best friends and co-authors of Bon Bon Rose Girls, believe in the power of friendship. Bon Bon Rose Girls is a fabulous community of Rosebuds, where women share their blogs while connecting with one another. Whether you’re a stylish stay at home mama (like Kristin) who shares her fashion faves or an entrepreneur with an eye for photography, Bon Bon Rose Girls always has room in their garden for more Rosebuds. How did you make the decision to start your blog? Meagan and I have been best friends since high school and knew we always wanted to one day collaborate in something. After college I became a stay at home mom. For someone like myself who’s worked since she was sixteen I needed something that was mine. I needed a creative outlet so Megan and I started this blog and began posting. Among bloggers there is a relationship and sense of community built between a blogger and their readers. In what ways have you gained from your readers? What contribution do they bring to your blog? I visit a ton of blogs and those bloggers visit us. I’m always inspired by their styles and how they handle their own blogs. The interaction we have between our readers and our Rosebuds gives us an opportunity to interact and support one another.
Megan (left) and Kristin Photography by monicalshulman.com
MY OTHER CITY BY THE BAY & THE LEMON DROP LADIES www.MyOtherCityByTheBay.com & www.TheLemonDropLadies.com
Tracy Ann Guida’s creative spirit and lust for life pair beautifully on the web. With multiple blogs to her credit, one will leave you swooning for Tampa’s hidden gems for food, fashion and fun, while another inspires turning life’s sour lemons into something as sweet and flavorful as a Basil Lemon Drop Martini. How has your blog evolved? I was so wrapped up in being a mother and always felt guilty if I left my kids. But my blogs have opened up so many opportunities for me to be a part of the community, I’m surprised by all the contacts I’ve made through My Other City by the Bay and all of the establishments I’ve visited in the area. In what ways have you gained from your readers? It’s sharing of the love. By connecting with other bloggers, they in turn reach out to me.We send emails of encouragement, inspiration and give one another suggestions. Blogher.com is a great community for women bloggers.This May, I will attend a food blogging convention in Atlanta for women bloggers.
What local blogs do you visit for inspiration? Two food blogs that inspire me are www. steamykitchen.com and www.zestfloridafoodie. com. I love Gina Melton’s approach in Steamy Kitchen. Zest Florida Foodie is written by Jaden Hair, one of my idols. I hope to meet her some day. Leslie’s point of view: Ours was a match made in the Twitterverse.Tracy tweeted:“I’m a northern California girl on a quest to fall in love with Florida.” I replied:“How’s your quest to fall in love with Florida coming along? This should help (with a link to VERTICAL).” …and that’s all we wrote. Well not exactly. Since then, Tracy and I have become friendly and I have been honored to be featured on two of her blogs. She also contributed her first article for VERTICAL in this issue (see “Fashion Plate” in the TASTE department). You can always count on something mouthwatering, wishful or wonderful at My Other City by the Bay. And as an honorary “Lemon Drop Lady” may I suggest you take a taste of the sweet stuff that can evolve from something sour. Cheers!
Photography by Leslie Joy Ickowitz
TREND ALERT www.TrendAlertDaily.com
FASHION, FASHION READ ALL ABOUT IT! Christina Jones, author of Trend Alert, masterfully mixes and matches fashion news with helpful how-tos. How did you make the decision to start your blog? I began writing my first fashion blog in 2008, www. Purple-glamour.blogspot.com, where I shared my love for fashion. My blog got noticed and I was
invited to New York Fashion Week. I fell in love with the atmosphere and writing reviews. I decided I wanted to focus my writing on trends and how to incorporate them into your wardrobe so I created Trend Alert in May 2010. How has your blog evolved? What has surprised me most is people like Leslie reaching out and saying, “hey, I like your blog.” Designers like Erin Fetherston are taking notice of my blog and sending me photo images of their brands and asking me to write about them. What local blogs do you visit for inspiration? One of my favorite local blogs is www.bonbonrosegirls.com.They do a great job building a community. They give their readers a name: Rosebuds. Another favorite is www.vstylist.com by Tamy Lugo. Leslie’s point of view: It’s funny. I’ve never been one to follow trends but I was happy to stumble upon Trend Alert on Facebook. Christina pairs fashion features with practical advice and delivers it in breezy blips. Her recent trend alert, praising white lace, sent me racing to the store to scoop up a lace top to love this spring and summer.
you’re invited to dine with us. Our legendary Packard’s Steakhouse and Market Salamander Grillé are now open for reservations. From our signature steaks and seafood to outstanding grilled sandwiches, you’ll enjoy an exceptional dining experience. Not to mention, our fantastic golf course views and live entertainment.
for reservations, call 800.439.7883 36750 U.S. Highway 19 North, Innisbrook, FL 34684
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1/28/10 10:57 AM
The sunflower is our new symbol. Why? Because sunflowers are strong hearty flowers that grow in every neighborhood. Sunflowers always seek the light — The Spring provides support and emergency shelter to victims of domestic violence who seek strength. They come from every neighborhood. The Spring is the light they seek— help us continue to be there!
The Spring is Hillsborough County’s only certified Domestic Violence Prevention and Emergency Shelter Agency. www.TheSpring.org
In Hillsborough County, our hotline phone number, 24-7-SAFE (813-247-7233) tells our story. It’s why we’re here. It’s what we do. It’s who we are. Twenty four hours each day, seven days each week, we work to keep individuals and families safe. Advocates are standing by to take a call from someone needing help, or seeking safety in our emergency shelter 24/7. Remember our number by remembering our cause. Keeping victims of domestic violence SAFE, 24/7. The Spring relies on the community to help us keep families safe.Your tax-deductible gift will make sure there is someone there to take the call, offer help and open the door to a safe haven—24/7.
To donate, go to www.TheSpring.org.
Outside Hillsborough County call 1-800-500-1119
PEOPLE WHO ROCK
SPECIAL THANKS TO FRIENDS AND SUPPORTERS OF VERTICAL Upendra, Swathi & Smitha Reddy ✵ Kimberly Hendrix ✵ James Burgos aka Son of Maestro ✵ Pamela Bloomgren ✵ Bill Baker, Brigitte Rowe & Sandra Chandler ✵ Monique McLaughlin & Monique Payne ✵ Models: Raengel Solis, Lindsay & Ashley Heyser, Abbey LeBlanc, Rachel Reed, Zory Ashley-Catalan, Mackenzie Gaudette, Leslie Parnell, Hannah Updegraff, Mary Reschar, Jennifer Adams & Madison Murray ✵ Ryan Marshall ✵ Lucy Watkins, Matt Donahue, Jimmy Fastiggi, DJ Kev & the PUSH Ultra Lounge team ✵ Warren G. Dietel, Kenneth Heidt, Erin Watson, Paul Lorrain, Greg Smitka, Jimmy Pavlick and the entire Puff ‘n Stuff Catering team ✵ Mark Thorn, Holley Sinn & Jerome Ritchey of Studio 10 TV ✵ Bryan Leighty ✵ Lisa Ferrante ✵ Guy Balson ✵ Justin Kingsley Noyes & Rachel Vanetta Noyes ✵ David Teitelbaum, Katy Demick and Anitra Bruce of Anna Maria Island Resorts ✵ Amy Walko ✵ Kari Dickerson of The Curtain Exchange ✵ Jennifer Aguiar of Aguiar Plastic Surgery ✵ Dina Hansen of Naturally Nourished Woman ✵ Anthony Utegaard of Mustang Pool Tables ✵ Patty Tang ✵ Debbie Ploor ✵ Marc Vansco ✵ Andy Bragg, my SCORE counselor ✵ Patrick Foley ✵ Mariana Herrera Mosli and Khaled Mosli of Kismis Ink Photography ✵ Brandi Kamenar ✵ LuLu Valentina ✵ Kristin Alessandrini Swenson ✵ Christina Jones ✵ Tracy Ann Guida ✵ Brian Butler ✵ Fashion Week Tampa Bay Blog ✵ The one and only Nancy Vaughn ✵ Jessica Rivelli ✵ Jennifer Fields ✵ Andrea Romero ✵ Nadia Nuñez ✵ Marissa Segundo with City of Largo ✵ Special thanks to VERTICAL’s contributors ✵ Much love to my husband Alan and our families and friends ✵ Extra Special Thanks to the guests who attended “So Not Sari” and who helped fulfill Upendra’s wish to raise funds for homeless children
NAMASTE