February 2010 City offers...

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Who is an employee?Learn the difference

between an employeeand independent

contractor PAGE 4

David Boylan’s column‘Lick the MarketingPlate’ tells readers

about the latest trendsin marketing PAGE 3

Find out the latestnews about downtown

Encinitas’ PacificStation Project

PAGE 10

A new piece of publicart, ‘The EncinitasChild,’ is unveiled

PAGE 13

Details about theState of the City

Address set for nextmonth PAGE 13

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Routing slipShare Encinitas First with

others in your organization:

Volume 6, Issue 2 www.encinitaschamber.com February 2010

By Lillian CoxCARLSBAD — The

atmosphere was congenialbut the questions were directfrom Encinitas ChamberCEO Marshall Weinreb toSen. Mark Wyland in a meet-ing in his offices on Jan. 8.

It was the beginning of anew year and Weinreb wentright tothe point:What wasWy l a n dg o i n g to do inS a c r a -mento toimprovethe envi-ronmentfor localbusiness?

“We need to create a clear,

ChamberCEO talkswith Sen.Wyland

❚ see Wyland on 13

ENCINITAS — In theaftermath of major changesand restructuring, theEncinitas Chamber ofCommerce Visitor Center isnow running smoothly andefficiently, with an eye tothe future.

The center is the face ofthe chamber and the city, aconnection for anyone stay-ing in, passing through oreven living in Encinitas, andVisitor Center Manager PatReinhardt is praised for herefforts to make that firstimpression a positive one.

“Pat is one of best repre-sentatives the city couldpossibly have,” ChamberCEO Marshall Weinreb said.

However, the future ofthe center may soon bemade even more efficient,taking advantage of today’stop technology. Weinreb islooking toward gearing upthe Chamber of Commerceand Visitor Center Web siteso that visitors can findeverything they need at atouch.

“I have spoken with City

Council on several occa-sions and have come to anagreement that when theVisitor Center contractexpires in June 2010, we doaway with its large, expen-sive location,” Weinreb said.“We agree that we can usetechnology and serve thepublic well via the Web site.In my opinion, a current,forward-looking Web siteshould be developed togenerate all the services aVisitor Center should pro-vide.”

Weinreb is hoping thatthe public can be providedwith touch-screen comput-er locations throughout thecity — especially at thetransit station — and he iswilling to be the liaison forthe creation of those loca-tions as part of his existingjob as head of the chamber.

“If the city still wants tohave a physical presencesomewhere in town, Ibelieve the center onlyneeds a small, inexpensiveoffice or could even share aspace with some local busi-

ness at no cost to the city,”he said.

“I want to applaud thelong-standing volunteerswho worked hard in pastyears, but apologize to thepublic at large for any con-fusion and for poor man-agement and financialwaste that went on at theVisitor Center,” Weinrebsaid. “Since the change ofmanagement in July 2009,that has all been set right.”

“It is an honor and priv-ilege to manage and be partof the Visitor Center. It ispart of what the chamberstands for, and does pro-mote business within thecity. People will always lookto the chamber to find outwhere to go, what to do,how to find things, but thecenter does not benefit thechamber financially, nor isit a hardship or does it costus money. The VisitorCenter benefits our mem-bers, who we are here toserve. It should never havebeen and is not now amoney-making opportuni-

ty for the chamber.“Immediately after I was

hired, the city began requir-ing detailed expensereports, and we were happyto provide them. We can’timagine why the centerhadn’t always beenaccountable to the city, andcontrary to past manage-ment, I have never chargedthe city any money for anytime required to work withthe center as head of thechamber,” he added.

“You would be amazedat the cross-section of peo-ple we get through herefrom all points of the globe,”Reinhardt said. “We havelots of Canadian ‘snowbirds’who have homes here thatthey spend the entire winterin, but we also get visitorsfrom Europe, Brazil, Mexicoand Asia — just everywhere.Our referrals go to far morethan one person for one dayand that is crucial in today’seconomy.”

Reinhardt makes fulluse of the existing Visitor

New life for Encinitas Visitor Center

SENATORMARK

WYLAND

❚ see Visitor on 2

By Lillian CoxENCINITAS — Since

incorporation in 1986, thecity of Encinitas has dis-tinguished itself as amodel community offer-ing top-tier services inthe areas of education,parks and recreationand public works.

Few would arguethat most relevant toindividual lives ishealthcare delivery.

“Everybody’s wor-rying about the econ-omy but at the end ofthe day there is noth-ing more importantthan your health,”said Marshall Weinreb,CEO of the EncinitasChamber.

“The funny thing isthat inside this beauti-ful city, regardless ofyour medical needs, it’sall here. You don’t haveto travel 20 or 30 milesaway.”

Weinreb emphasizesthat those with top medicalinsurance are also choosingto seek treatment locally.

“Dean Sally Foster ofMiraCosta College, a breastcancer survivor, received allher care in Encinitas,” hesaid. “This is the point.People who can afford to goelsewhere like UCLA andMt. Sinai don’t have to.

Everythingis represented intown at the highestlevel.”

Community ClinicsEncinitas residents who

are uninsured or underin-sured, or are burdened withhigh deductibles and co-pays, have a safety net withNorth County HealthServices. The nonprofit

operates two clinics in townstaffed by physicians (somedouble-board certified),physician assistants, nursepractitioners and midwives.

The Encinitas HealthCenter located at 629 2nd St.operates much like a familypractice offering medical,

dental, mentalhealth and vision screeningand treatment.

The Women’s andChildren’s Health Center inthe former post office at1130 2nd St. provides com-plete OB/GYN, prenatal andpediatric care. The clinic

enjoys relationships withlocal hospitals that enablethem to also offer labor anddelivery services.

Health screenings andservices are provided on asliding scale.

“An overwhelmingnumber of patientswant to pay somethingfor their healthcareand they do,” said

Dana Withall, funddevelopment direc-tor. “Self-pay hasincreased in the

past 18 monthsbecause of so many

job losses.”Case managers are

able to connect patientsneeding follow-up care

with specialists and hospi-tals through state assis-tance.

“We are serving thosewho are most vulnerableand who may not have otherchoices in their health care,”Withall said. “There is a safe-ty net in place in the com-munity and it is well-sup-ported. There should be noconcerns or questions as towho can access NCHS serv-ices.”

Medical Groups andSpecialties

North Coast Health

City offers extraordinary health careENCINITAS

We have it all.

a health care destination

first in a four-part series

❚ see Health Care on 13

Feb. 5Peter Sprague and Kevyn

Lettau will perform a concertat 7:30 p.m. Feb. 5 at theEncinitas Community andSenior Center. For moreinformation, visit www.petersprague.com.

Feb. 6Free Saturday will take

place at the Lux Art Institutebeginning at 11 a.m. Feb. 6.Enjoy free admission all dayand guided tours, music byItalian jazz guitarist DanieleSpadavecchia, and refresh-ments. For more informa-tion, visit www.luxartinsti-tute.org.

Feb. 7A concert with Bishop

John W. Haynes & Changewill be held at 2 p.m. Feb. 7 atthe Encinitas Library. Formore information, visitwww.encinitaslibfriends.org/Events.php.

Feb. 11An acoustic concert with

Michael Tiernan will be heldat 6 p.m. Feb. 11 at theEncinitas Library. For moreinformation, visit www.encinitasconcerts. com.

Feb. 12An Asian New Year

Celebration will begin at 9a.m. Feb. 12 at the GrauerSchool. Visit www.grauerschool.com for details.

Feb. 12An Artist Sketch Jam will

be held at 7 p.m. Feb. 12 atStudio 2nd Street inEncinitas. For more informa-tion, visit www.studio2ndstreet.com.

Feb. 17Author Eric Blehm will

give a lecture at 6:30 p.m.Feb. 17 at the EncinitasLibrary.. For more details,visit www.www.encinitaslibfriends.org/Events.php

Feb. 17Lux@Night, an open

house featuring live musicfor those 21 and up, will beheld at 7 p.m. Feb. 17 at theLux Art Institute. For moreinformation, visit wwwluxartinstitute.org.

Feb. 19A Senior Dance with the

Sundance Band will be heldat 2 p.m. Feb. 19 at theEncinitas Community andSenior Center. For moreinformation, visit www.encinitasrecreg. com.

Feb. 20The Arts Alive Banner

Unveiling will be held atCabo Grill in Leucadia from2 to 5 p.m. For more infor-mation, visit www.encinitas101.com.

Feb. 27A Cabaret Night

fundraiser for the San Dieguito AcademyFoundation will be held at 6 p.m. Feb. 27 at the Encinitas Communityand Senior Center. For more information, visitwww.sdafoundation.net.

Feb. 27 and Feb. 28An Ikebana and Bonsai

Exhibition will take placeFeb. 27 and Feb. 28 at SanDiego Botanic Garden. Formore information, visit

ENCINITAS FIRST • FEBRUARY 20102

Calendar

The next Encinitas Chamber of Commerce

Sundownerwill be held from 5:30 to 7:30 p.m. Feb.

16 at Belmont Village Senior Living, 3535Manchester Ave., Cardiff-by-the-Sea. The

purpose of this event is for all the medicalpractitioners in the Encinitas area to meet

and discuss mutual interests, medicalachievements legislation issues and

changes in insurance codes. There will befood, beverages and a magician.

Tuesday, Feb. 16

❚ see Calendar on 12

Center Web site right whenvisitors come in. She walksthem through how to find allthe information they neednow and how to access it inthe future. A visit towww.encinitaschamber.com, clicking on EncinitasVisitors Center, really puts itall at your fingertips wherev-er you are coming from, withsites for accommodations,tickets, attractions, beachesand parks, a restaurantguide, transportation, thegovernment of Encinitas,community and a spot torequest information. Andthere are plans to update the

site in the next few months.“I love that we get lots of

locals who own rental prop-erty, who come in for mapsand things for their renters,plus residents who getmaterial to give to visitingfamily and friends. We getlots of calls and e-mails, aswell,” Reinhardt said. “Rightnow, I’m finding skate-boarding lessons for some-one coming in to town. Butjust as often we help peoplefind a spot for lunch.Encinitas is 30 minutes fromeverywhere, which makes ita natural getaway or stop-ping place. We used to be asleepy community 18 yearsago, but we are more of adestination now.”

Visitorcontinued from 1

A ribbon cutting was held in January for Magaña Group. Picturedfrom left are Sunshine Smith of Taylor Place Real Estate, chamberambassador; Robert Wilson, real estate agent; Joan Faust, chamberambassador and assistant manager of San Diego Trust BanklRenee Burton, real estate agent; Marshall Weinreb, CEO EncinitasChamber of Commerce; Joscelin Magaña; Suzanne Perez

Swanson, chamber ambassador and florist; Nasrin Khoie, real estate agent; Annette “Nettie” Nelson of Nettie’s House,chamber ambassador; Joe Moris, broker; Marilyn Phenow, chamber PR development; and Debbie Caligiuri, member-ship director of the Encinitas Chamber of Commerce. The Joscelin Magaña Group specializes in coastal country realestate and mortgage. Joscelin Magaña has six years Real Estate experience and 12 years of business experience. He hasa willingness to help others, and takes a comprehensive approach, combining best in class technology and time-proven methods to systematically sell homes. The Magaña Group is located at 315 S. Coast Highway 101, Suite W inEncinitas. (SE corner of Encinitas Boulevard and Coast Highway 101 above Leucadia Pizzeria). Call (760) 402-6200or visit maganagroup.com for details. Courtesy photo

CARLSBAD — Fresh StartSurgical Gifts transforms thelives of disadvantaged chil-dren and young people withphysical deformities by pro-viding world-class recon-structive surgery and relatedservices, free of charge.

The not-for-profit organi-zation was formed in 1991 byDr. Dennis Nigro, an Encinitasplastic surgeon, and is run byShari T. Brasher, CEO andexecutive director.

“Fresh Start helps childrenwho would not otherwisereceive this life-changing sur-gery and provides compre-hensive care,” said Nancy B.Kelly, development director.

“Sadly, Dr. Nigro died of can-cer in July 2009, but he left awonderful, caring legacy interms of Fresh StartSurgical Gifts andthe work we do.”

Fresh Start alsoprovides lodging,transportation andfood for each dis-a d v a n t a g e dpatient and oneguardian, furtherlessening the fami-ly’s financial burden.

As a national organiza-tion, Fresh Start’s goal is totreat 50 percent Americanand 50 percent foreign chil-dren. Of their U.S. patients,66 percent are minorities and49 percent are women.Many of these patients arechildren of the working poorwho have no insurance at allor their insurance will notcover these procedures.

Others are from families whowould suffer significantfinancial hardship if they

were to pay for thenecessary and cost-ly medical treat-ment.

Why join theEncinitas Chamberof Commerce? “Toget to know mycommunity evenbetter and to shareinformation about

Fresh Start,” Kelly said.“I live in Encinitas, so I

bring my enthusiasm for allthat our wonderful city offersand love of what I do for FreshStart Surgical Gifts,” Kelly said.

What is the best partabout doing business inEncinitas? “Our founder wasan Encinitas physician andthis is a very supportive com-munity,” Kelly said. She addedthat she loves to visit San

Diego Botanic Garden.“My husband, Anthony,

and I enjoy dining out inEncinitas,” Kelly said whenasked about her favorite localactivities. “I love shopping atQueen Eileen’s and Dreamyand other stores in theLumberyard.”

Fresh Start Surgical Giftshas done amazing things forchildren in need in the nearlytwo decades since it began.“Fresh Start has helped morethan 4,800 young people with$17 million worth of surgery,”Kelly said.

Fresh Start Surgical Gifts islocated at 2011 PalomarAirport Road, Suite 200 inCarlsbad.

They are open Mondaythrough Friday from 9 a.m. to5 p.m.

For more information, call(760) 944-7774 or visitwww.freshstart.org.

Nonprofit provides a Fresh Start to kids

NANCY B. KELLY

CHAMBERPROFILE

ENCINITAS — DennisSmith of Taylor Place RealEstate & Triad Properties hasearned the prestigiousCertified DistressedProperty Expert, or CDPE,designation, having com-pleted extensive training inforeclosure avoidance andshort sales. This is invaluableexpertise to offer at a timewhen the area is ravaged by“distressed” homes in theforeclosure process.

Short sales allow thecash-strapped seller to payoff the mortgage at the pricethat the home sells for, eventhough it is lower than whatis owed on the property. Withplummeting property val-ues, this can save many peo-ple from foreclosure and

even bankruptcy. More andmore lenders are willing toconsider short sales becausethey are much less costlythan foreclosures.

In the San Diego area,more than 5,500 homes arein danger of foreclosing. It ishappening in all price

ranges. Local experts saythat even high-pricedhomes are not immune.

“This CDPE designationhas been invaluable as Iwork with buyers, sellersand lenders on complicatedshort sales,” Smith said. “It isso rewarding to be able tohelp sellers save their homesfrom foreclosure.” Smithoffers free counseling topeople that are in distresswith their real estate,

whether it is pre-foreclosure,short sale, loan modifica-tions, late payments or arejust concerned about theirfuture options.

Smith has been a Realtorin San Diego County since1994. “Both real estate firms Ihave worked for have spe-

cialized in ‘distressed’ prop-erties,” Smith said. “I haveworked in the pre-foreclo-sure arena for 15 years andthe CDPE designationenhances my ability to helphomeowners who are introuble, or may be in thefuture.”

“The CDPE educationalso helps me work with buy-ers who want to take advan-tage of deals in ‘distressed’property such as shortsales and bank owned REOsand foreclosures.”

Alex Charfen, founder ofthe Distressed PropertyInstitute in Boca Raton, Fla.,said that Realtors such asDennis Smith with the CDPEdesignation have valuable

DENNIS & SUNSHINE SMITH

Local man earns special designation

❚ see Designation on 12

ENCINITAS FIRST • FEBRUARY 2010 3

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Encinitas First wants tohelp you share your busi-ness news. Any type ofbusiness news you’d like toshare, we want to hear.

From ribbon cuttingsto new hires to change oflocation, no news is toobig or too small forEncinitas First.

Whether you’re amember of the Encinitas

Chamber of Commerceor not, Encinitas First isthe place to let everyoneknow what’s going on inlocal businesses.

Please submit yournews to [email protected].

If you are submitting apicture, please include full names of anyone pic-tured.

We Want Your News!

Group helps girls find empowerment

Top trendsfor 2010 marketing

A ribbon cutting was held inJanuary for Lynne Baum’sAdvanced Hearing Care inEncinitas. Pictured, from left,are Sunshine Smith of TaylorPlace Real Estate, chamber

ambassador; Suzanne Perez Swanson, chamber ambassador and florist; MarshallWeinreb, CEO of the Encinitas Chamber of Commerce; Maria Burton, office manager;Annette “Nettie” Nelson of Nettie’s House, chamber ambassador; Marilyn Phenow, publicrelations development director; Lynne Baum, audiologist/owner; and Joan Faust, cham-ber ambassador and assistant manager of San Diego Trust Bank. Lynne Baum has 17years experience improving hearing in individuals of all ages. Her specialty is in rehabil-itation of hearing loss and fitting state-of-the-art digital hearing instruments. She pro-vides professional and honest care to all of her patients. They also provide free compre-hensive audiologic testing to those questioning their hearing. The office is located at 345Saxony Rd, Ste. 104 in Encinitas. For more information, call (760) 635-1520 or visitwww.advancedhearingsd.com. Courtesy photo

ENCINITAS — The city of Encinitas Parks andRecreation Department isnow offering Girls on the RunSan Diego. Girls on the Run is alife-changing after-school pro-gram for 8- to 12-year-old girls.

Young ladies are empow-ered with a greater self-aware-ness, a sense of achievement

and a foundation in team-building to help them becomestrong, self-confident women.

This program combinesthe mental and physical train-ing it takes to successfullycomplete a 5K run.

Classes meet Tuesdaysand Thursdays from 4 to 5:15p.m. at the Encinitas

Community Center, 1140Oakcrest Park Drive.

To register, visitwww.encinitasrecreg.comand use course number13620.

For more information,call Jordan Heller at (760)943-2269 or e-mail [email protected].

Predicting marketingtrends can be a difficultproposition. However,thanks to predictive loyal-ty metrics that I’ve gath-ered from varioussources, we can measurethe direction of consumervalues and future trendswith uncanny accuracy 12to 18 months in advanceof the marketplace.

With that, here are 10trends for marketers for2010 that will have directconsequences to the suc-cess — or failure — of thisyear’s branding and mar-keting efforts. Andremember, these princi-ples can apply to any sizecompany.

Value is the new blackConsumer spending,

even on sale items, willcontinue to be replacedby a reason to buy at all.This spells trouble forbrands with no authenticmeaning, whether high-end or low.

Brands increasingly asurrogate for ‘value’

What makes goodsand services valuable willincreasingly be what’swrapped up in the brandand what it stands for. Ona local level — whyHansen’s instead ofEncinitas Surfboards orSurf Ride?

Brand differentiationis brand value

The unique meaningof a brand will increase inimportance as genericfeatures continue toplague the brand land-scape. Awareness as ameaningful market forcehas long been obsolete,and differentiation will becritical for success —meaning sales and prof-itability.

‘Because I said so’ isso over

Brand values can beestablished as a brandidentity, but they mustbelievably exist in themind of the consumer. Abrand can’t just say itstands for something andmake it so. The consumerwill decide, making itmore important than everfor a brand to have meas-ures of authenticity thatwill aid in brand differen-tiation and consumer

❚ see Marketing on 15

Lick the Plate

DAVIDBOYLAN

Marketing


859 Second StreetEncinitas, CA 92024

Phone: (760) 753-6041Fax: (760) 753-6270

E-mail:[email protected]

EXECUTIVEBOARD

CEOMarshall Weinreb(760) 753-6041

[email protected]

PresidentAngel Haag

Ubuntu Hair StudioVice President

Genevieve WingWing Insurance

ServicesTreasurer

Melaini A. PeetUnion Bank of CA

SecretarySuzanne Perez

SwansonBusiness Blossoms

Florist

BOARD OFDIRECTORS

Vanessa KellerComerica Bank

Maryam RadPositive Place

Montessori School

Lynn BandaSan Diego Union-

Tribune

Al DelinoAl Delino Design

Nettie NelsonNettie’s House

Greg PetreeNorth Coast Health

Center

VISITORCENTER

DirectorPat Reinhardt

SUBMISSIONSTo submit articles, photos and

press releases forconsideration for an

upcoming issue,please e-mail:

[email protected]©2009 ENCINITAS CHAMBER OF COMMERCE

Advertising/ProductionCOAST NEWS

GROUP828 North CoastHwy. 101, Suite C

760-436-9737E-mail:

[email protected]

New residentialconstruction fellin DecemberFrom www.uschamber.com

New residential construction The Census Bureau reported that new residen-

tial construction decreased 4.0 percent inDecember as winter weather stalled many projects.Housing starts in December were at a seasonallyadjusted annual rate of 557,000. Year over year, con-struction is up by 0.2 percent. Permits for new hous-ing actually increased to 653,000 from November’s589,000. The latest figures show that the recovery inthe housing market will be uneven. A significantupturn is not likely until the labor market gainsmomentum.

Jobless claims For the week ending Jan. 16, initial claims

jumped by 36,000 to 482,000. The LaborDepartment warns, however, that the increase ininitial claims coincides with the end of the holidayseason and the reduction in seasonal staff by retail-ers and other firms. Continuing claims fell by 18,000for the week ending January 9 and are now down to4.6 million. Looking ahead, continuing claimsshould continue to fall incrementally, but employ-ers will likely not make significant additions to theirpayroll until late 2010.

Producer Price IndexAs prices for food increased in December, the

Producer Price Index (PPI) gained 0.2 percent. InNovember, producer prices surged 1.8 percent asenergy prices soared. The core PPI, which excludestotals for food and energy, was unchanged forDecember. Energy prices fell 0.4 percent for themonth. For all of 2009, the PPI increased 4.4 per-cent. Looking ahead, the PPI should remain incheck due to weak demand because of the strug-gling labor market and low consumer confidence.

By Tom DonohuePRESIDENT AND CEO, U.S. CHAMBER OF COMMERCE

In the wake of the worsteconomic crisis since theGreat Depression, Americansare engaged in a vigorousdebate on how to create jobs,foster long-term growth, andenhance our global econom-ic competitiveness. Whilethere are many different per-spectives, almost everyoneagrees on this: The fate of oureconomy, the hopes of ourchildren, and the viability ofthe American Dream beginand end with education.

Not long ago, Americawas the unquestioned leaderin education. But those daysare gone, and the rest of theworld is catching up. Today,we are running in place orfalling behind. The statisticstell an alarming story. Highschool dropout rates areapproaching 30 percent forall students and nearly 50percent for minorities. Morethan half of U.S. science andengineering postdoctoralstudents are on temporaryvisas from other countries.And even though IBM topped

the 2009 list of new patentsawarded, only four U.S. com-panies were in the top 10. Wecan’t continue on this courseand expect to compete andwin in the worldwide econo-my.

That’s why the U.S.Chamber of Commercestrongly supports reautho-rization of the America COM-PETES Act. This legislationwould improve the numberand quality of STEM (science,technology, engineering, andmath) teachers, increase sup-port for STEM students at thepostsecondary level, attractunderrepresented groups toSTEM courses and careers,support basic research, andestablish programs that willhelp create new forms ofenergy and commercializenew innovations.

The America COMPETESAct puts the focus right whereit should be — on increasingthe number of American stu-dents proficient in STEM andensuring that we have suffi-cient R&D funding to driveinnovation and propel tech-nological progress. That’s

why we also support the per-manent extension of the R&Dtax credit. It will encourageneeded investments inimportant areas of the econ-omy such as renewable ener-gy, energy efficiency tech-nologies, health care andbiotechnology.

But we can’t stop here—we must better utilizeAmericans who already havethese skills. For example,there are thousands of civil-ian and military personnelwho have extensive STEMeducation and training.Unfortunately, their profes-sional certifications oftendon’t translate between themilitary and civilian worlds.

Many contentious issuesare being debated inCongress and across thecountry, but reauthorizationof the America COMPETESAct, permanent extension ofthe R&D tax credit, and fixingcertifications shouldn’t beheld back because of politics.The facts are clear, the need isurgent, and the benefits areundeniable. Let’s get on withit.

To be competitive, Americaneeds a first-class workforce

Larry LorberMR. LORBER IS AN EXPERIENCEDLAW PRACTITIONER.

With the growing mobilityof workers, more workforceregulations, and increasingpenalties for misclassifyingworkers as independent con-tractors, employers—espe-cially small businesses—haveto be even more careful whendesignating a worker as anemployee or independentcontractor.

In 1992, the U.S. SupremeCourt ruled that the dominanttest for determining the statusof workers should focus pri-marily on who has the right tocontrol the actions of theworker. As applied by the IRSand other federal agencies,this test focuses on the follow-ing factors:

— Does the employerspecify the manner andmeans by which the work is tobe performed?

— Is the worker paid in aregular and consistent man-ner?

— Does the worker bringhis or her own tools, or doesthe employer supply them?

— Does the worker or theemployer choose the hours ofwork?

— Is the work permanent,temporary, or intermittent?

— Is the work related tothe normal business of theemployer, or is it separate anddistinct?

Potential employer liabili-ties for misclassifying employ-ees fall under several head-ings:

Taxes: If workers are

reclassified as employees, theemployer may be liable forpenalties in addition toincome tax withholding,FICA, FUTA, and state tax lia-bilities. Currently, the statuteof limitations for imposingadditional tax penalties isthree years.

Overtime: If the worker isreclassified as an employee,the standard overtime rulesapply. If the worker was notpaid overtime for hoursworked in excess of 40 hoursper week, the employer maybe liable for two years, or per-haps three, of back pay andliquidated damages for willfulviolation plus attorneys’ fees.Some states have longerstatutes of limitation.

Employee benefits: If an

Who is an employee? Confusionover employee classification

FROM THE DESK OF THE CEOThese are very exciting times for the chamber. I

am happy to report we are averaging more than 15new members each month and the renewal rate isexceeding our expectations.

The obvious reason forthese results is that it has onceagain become a value-addedproposition for a business tojoin this organization.

This month Encinitas Firstis releasing its first in a series ofnews articles on health care inEncinitas. In-depth interviewswith members of our HealthCare Committee will clearlyshow the magnitude of our medical community.On Feb. 16, we will have our inaugural medical net-working event.

The Education Committee will be sponsoring agolf tournament on June 25 to benefit the Encinitas

Educational Foundation. It is also working in con-junction with other organizations to fund theBizTown program for all our fifth-graders to partic-ipate in.

The Communications Committee is about toannounce the Arts in Business program, which willbenefit the huge group of artists in Encinitas.

Next up will be creating a committee forrestaurants/lodging/retail. If you represent any ofthese industries and would like to be a part of thisinitiative, please call me at (760) 753-6041 or e-mailme at [email protected]. Be a part of thecommittee and find ways to promote your busi-ness better during these difficult economic times.

March 26 will be the State of the City dinner(see page 11 for more information). The event willhonor the Firefighter of the Year, Deputy of the Year,Encinitas Union School District Teacher of the Yearand the San Dieguito Union High School DistrictTeacher of the year as well as the Citizen of the Year.

The feature of the evening will be Mayor DanDalager’s State of the City presentation. There willalso be some lively entertainment. Call the cham-ber and get your tickets fast or see the ads in thisnewsletter and The Coast News.

Also on the horizon is the exciting A SportingLife event featuring Tony Hawk and friends to beheld May 23 at Oak Crest Middle School. This willbe an event no one, especially the young athletes,will want to miss.

It is quite gratifying for me to see our local busi-nesses stepping up to sponsor and partner with usin the events planned for 2010. Momentum isgrowing and it is an exciting place to be.

As I have said from the beginning, I cannot suc-ceed alone, as it takes caring individuals to take theleap and offer to help promote our communityand its businesses. Together we are making a dif-ference and it is just the beginning.

MARSHALLWEINREB

Lawsuit abuseobstructs jobcreationBy Tom DonohuePRESIDENT AND CEO, U.S. CHAMBER OF COMMERCE

Leave it to the plaintiffs’ trial lawyers to addinsult to injury. While American businesses andfamilies spent 2009 coping with the effects of asevere recession, the plaintiffs’ bar was hard atwork bringing a whole new round of outrageouslawsuits on behalf of clients hoping to get richquick by winning the litigation lottery. To chron-icle some of the most egregious lawsuits, theU.S. Chamber Institute for Legal Reform (ILR)introduced its First Annual Most RidiculousLawsuit of the Year Poll.

Nominees were drawn from the monthlyMost Ridiculous Lawsuit poll winners featuredon FacesofLawsuitAbuse.org, a public aware-ness Web site that aims to show how abusivelawsuits affect small businesses and averagefamilies in very real ways. Throughout the year,

COMMENTARY

❚ see Abuse on 9 ❚ see Confusion on 9

ENCINITAS — TheNorth County NaturalLiving Group is sponsor-ing a Fashion Swap andValentine’s Day sales eventto benefit Haiti earth-quake survivors from 5 to8 p.m. Feb. 9 at ChiroSolutions Family WellnessCenter, 119 N. El CaminoRea, Suite F in Encinitas(in the Trader Joe’s shop-ping center).

Food and refresh-ments will be served. Forevery two pieces of cloth-ing or accessories youbring in to trade, take onehome. Plus, get an extradoor prize ticket when youbring more than fouritems. Be sure to check inand pick up your raffleticket to win the door prize— a sample set and giftbasket full of goodies fromthese vendors:

— SheaTouch: AnnaAllen’s 100 percent naturalpersonal care products. Sopure you could eat them!

— White Lotus Living:Jan Tucker has a full arrayof safe botanical cosmet-ics and personal careproducts made fromplants and other safeingredients

— Beyond Bliss/USAloe: Kerry Tepedino willquench your thirst withUS Aloe’s amazing organicjuice products, whichimprove overall health,energy, sleep and controlweight

— Yoga Mat Spray:Julie Quinn’s spray is morethan for yoga mats. It’smade from essential oils todisinfect, deodorize andrefresh just about every-thing

— Encinitas Orchids:Don and Yvonne Doerflerwill provide lovely orchidarrangements to add

“No wine before its time”is a truthful quote that haslived through the ages and hasserved wine lovers well intheir quest for vintage-fla-vored wines. Certainly thereare many professional storagecompanies out there thatwould be happy to store yourbest cases of cab for a heftyprice, but I will pass on thatand instead concentrate onhome cellaring and storage.

First, here’s why you needto wait for the right time, espe-cially for reds with strong bod-ies like Cabernet Sauvignon,

Syrah/Shiraz, Cabernet Franc,Barolo, Barbaresco, Brunello,Sangiovese, Zinfandel,Malbec, Merlot and a count-less array of blends. Theyneed time to mature.Tannins need to soften andmix into the harmony oftastes provided by the fruit,


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A ribbon cutting was held for Belmont Village in January. Pictured on the left couch, fromleft, are Ania Macdonald, Helen Saurwein, Midge Poindexter and Larita Henderson.Pictured back row, from left, are Sunshine Smith of Taylor Place Real Estate, chamberambassador; Marshall Weinreb, Encinitas Chamber of Commerce CEO; Debbie Caligiuri,membership director for Encinitas Chamber of Commerce; Suzanne Swanson, chamberambassador and florist; Belinda Hunter of Belmont Village; Encinitas City Councilwoman

Teresa Barth; Bill Snyder; Encinitas Deputy Mayor Maggie Houlihan; Inan Linton, executive director of Belmont Village Senior Living; Joan Faust,chamber ambassador and assistant manager San Diego Trust Bank; Encinitas Mayor Dan Dalager and Charly; and Katherine Zacharias, of DWACInsurance and Service, chamber ambassador. Pictured on the right couch, from left, are Joan Harrow, Harry Wellhouser, Vita Daleo, Doris Shewbridgeand Marian Reba. Belmont Village specializes in Independent Living, Assistant Living and Circle of Friends Program (for persons with mild cognitiveimpairment & dementia care). Residents enjoy fully-equipped private apartments, and full access to all amenities, including an on-site fitness center,computer center, salon, and restaurant. Independent Living at Belmont Village allows residents to transition comfortably. Should needs change, resi-dents can make a seamless transition to Assisted Living without the added difficulty of moving to unfamiliar surroundings. Belmont Village opened in2009, and is located at 3535 Manchester Avenue in Cardiff-by-the-Sea. For more information, call (760) 436-8900. Photo by Jason Land

WASHINGTON, D.C. —Jamroc 101 Caribbean Grillhas been selected for the2009 Best of EncinitasAward in the CaribbeanRestaurants category by theU.S. CommerceAssociation, or USCA.

The USCA “Best of LocalBusiness” Award Programrecognizes outstandinglocal businesses throughoutthe country. Each year, theUSCA identifies companiesthat they believe haveachieved exceptional mar-keting success in their localcommunity and businesscategory. These are localcompanies that enhance

the positive image of smallbusiness through service totheir customers and com-munity.

Various sources of infor-mation were gathered andanalyzed to choose the win-ners in each category. The2009 USCA Award Programfocused on quality, notquantity. Winners are deter-mined based on the infor-mation gathered both inter-nally by the USCA and dataprovided by third parties.

USCA is a WashingtonD.C.-based organization,funded by local businessesoperating in towns, largeand small, across America.

The purpose of USCA is topromote local businessthrough public relations,marketing and advertising.

The USCA was estab-lished to recognize the bestof local businesses in theircommunity. Their organiza-tion works exclusively withlocal business owners, tradegroups, professional associ-ations, chambers of com-merce and other businessadvertising and marketinggroups.

Their mission is to be anadvocate for small andmedium size businessesand business entrepreneursacross America.

Jamroc 101 receives 2009Best of Encinitas Award

Storing wine for the right time to taste

Taste of Wine

FRANK MANGIO

The ultimate home wine storage room, about 10’ x 11’ holds approximately 1,000 bottles.Courtesy photo

❚ see Taste on 15

❚ see Survivors on 9

Businessesjoin to helpHaiti quakesurvivors

SAN DIEGO — JuniperSanderson Wiggins LLP is alaw firm specializing inbusiness law, employmentlaw, health law and regula-tory legal matters.

In 2003, Lisa Sanderson(a sophisticated New Yorkgirl) and Kitty Juniper (asmall town country gal)formed Juniper SandersonLLP on the basis of mutualrespect for each other’slegal work and 17 years offriendship.

Their goals were to usethe lessons they learnedworking inside corpora-tions to provide practical,usable advice to businesses— rather than the theoreti-cal legal drivel they had

encountered from manyoutside firms. Their col-league, Evelyn Wiggins,originally from Wyoming,agreed wholeheartedlywith these goals andbecame the firm’s thirdpartner.

The attorneys havestuck by their pledge to dothe right thing by clientsand by each other. Theyfeel fortunate that theirlong-term clients are “goodcorporate citizens who

share our values.”In 2008, they expanded

their team with the addi-tion of paralegal and office manager JenniferBrzezinski (a real-livenative Californian andgraduate of UCSD). Theirlatest addition is attorneyElizabeth Daniels who isfrom Point Loma.

What makes JuniperSanderson Wiggins special?They have a small numberof clients they know welland offer experience andbusiness-savvy advice,according to Sanderson.

The practice joined theEncinitas Chamber ofCommerce because theyenjoy working on worthyprojects with other busi-ness owners and profes-sionals.

Although the firm isn’tlocated in Encinitas, it hasties to the area.

“While my office islocated downtown, myfamily is from NorthCounty and I am interestedin expanding my Encinitasclient base,” Sandersonsaid.

“We provide solution-oriented legal advice andgood value,” Sandersonsaid when asked what shewould like Encinitas resi-dents to know about thefirm.

Juniper SandersonWiggins LLP is located at4002 W. Broadway, Suite700. They are open from 9a.m. to 6 p.m.

For more information,call (619) 321-4455 or visitjunipersanderson.com.

ENCINITAS — Lux ArtInstitute, San Diego’s firstLEED-certified interactiveart destination, has openedSpecimen: A Store Project byMark Quint and Adam Belt.Commissioned by Lux,Specimen is a unique retailexperience devoted to theappreciation of science, art,nature and adventure and isopen to the public duringLux’s regular open hours.Museum visitors can view amix of curious treasures andunique gifts in the formerLux Library.

From rare botanicals toshells, maps, books and puz-zles, Specimen displays andsells products that intrigueand educate visitors whileenhancing Lux’s overall mis-sion to “redefine the muse-um experience and make artmore accessible and person-ally meaningful.” The storeinstallation also echoes the

ecological, scientific andartistic focus of Lux, which,from its serene locationalongside the San ElijoLagoon, fosters an open rela-tionship between its residentartists and the natural envi-ronment.

“Lux is thrilled to collab-orate with a talented artist,Adam Belt, and San Diego’smost adventurous art dealer,Mark Quint, for our first retailproject,” Lux Director ReeseyShaw said.

Additional objects ofinterest that will be availablefor purchase at Specimeninclude terrariums, globes,minerals, jewelry, crystals,skeletons, rock candy, bugs,figurines, ceramic frag-ments, science kits andwooden and stone sculp-ture. Items will range in pricefrom a few dollars to a few


The EncinitasChamber of Commercewould like to welcome allnew and renewingmembers.

New members• Cosmetic & Restorative

Dentistry of Encinitas,PLC/Randall S. Ruminson,DDS

• Fresh StartSurgical Gifts

• Green Earth InsuranceSolution, LLC

• Juniper Sanderson WigginsLLP

• The Neurology Center

Renewing members• 2007, Accommodations &

Vacation Rentals –HomeAway

• 2008, Allie’s PartyEquipment Rental, Inc.

• 1988, Allstate Insurance,Scott Stevens

• 2002, Angelos Burgers• 2008, Bishop’s Tree Service,

Inc.• 2000, Community Resourse

Center• 2008, CyberKnife Center of

San Diego, Inc.• 1964, Don Hubbard

Contracting Co.• 2000, EDCO Waste and

Recycling Services, Inc.• 1964, Encinitas Mortuary• 2000, Hartley Cylke Pacific

Insurance Services, Inc.• 2007, Home Away,

Accommodations &Vacation Rentals

• 2004, La Costa CanyonHigh School

• 2006, Magical Child• 2000, Peiser Solutions• 2006, Reinhardt Insurance• 2009, Sanderling Waldorf

School• 1999, Specimen House, Inc.• 2008, Vacatiion Rentals.com

San Diego

Welcome!

A Special THANK YOU to our long-standingmembers for supporting our ChamberDon Hubard Contracting Co. — 45 years

Encinitas Mortuary — 45 years

New memberplaquessuppliedby:

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CHAMBERPROFILE

LISA SANDERSON

Law firm offers solution-orientedadvice from business-savvy lawyers

Lux Art Institutepresents Specimen

Specimen at the Lux Art Institute in Encinitas is a retailstore open during Lux’s regular hours that carries a vari-ety of items “devoted to the appreciation of science, art,nature and adventure.” For more information, visitwww.luxartinstitute.org. Courtesy photo

❚ see Specimen on 9


Has YOUR BUSINESS been affected by the recent trend of

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WE CAN FIND SOLUTIONS.Medical • Dental • Vision • Life • Disability

A ribbon cutting was held inJanuary for Adventure Skiand Snowboard School.Pictured from left, JoanFaust, chamber ambassadorand assistant manager of

San Diego Trust Bank; Genevieve Wing of Wing Insurance & Financial Services, cham-ber ambassador; Sunshine Smith of Taylor Place Real Estate, chamber ambassador;Marshall Weinreb, Encinitas Chamber of Commerce CEO; Kent Bry, owner and instruc-tor at Adventure Ski and Snowboard School; Marilyn Kovach of Chef Marilyn, chamberambassador; Debbie Caligiuri, membership director Encinitas Chamber of Commerce;Suzanne Perez Swanson, florist and chamber ambassador. In the background on skisare Mieu Bry and Ken West, ski instructors for Adventure Ski and Snowboard School.The Adventure Ski and Snowboard School’s revolving carpet, located since 1977 next toHansen’s in Eninitas, offers Southern California skiers and snowboarders a dynamicinstruction program, ideal for all ages and abilities. This is a great and safe way tolearn, improve your skills and condition your muscles. Visit www.adventureski.com formore information. Courtesy photo

ENCINITAS — Dr. CraigFitch, D.D.S. began his cos-metic, restorative and generaldental practice in 1990.

What makes his practicedifferent is that he offers high-end customer care.

A 1981 graduate of theIndiana University DentalSchool, Dr. Fitch was firstawarded a hospital-basedgeneral practice residency

and then joined the NavyDental Corp, serving theMarines at CampPendleton. Aftercompleting hisNaval duty in 1985,Dr. Fitch openedhis own practice inEncinitas, wherehe has been pro-viding exceptionalcare ever since.

Always want-ing to remain on the leadingedge of his profession, Dr.Fitch has pursued countlesshours of post-graduate edu-cation at some of the finestinstitutions in the country. He

completed a mini residencyin aesthetic dentistry at UCLA

and is a Fellow ofthe prestigious LasVegas Institute forAdvanced DentalStudies, a world-renowned centerfor the study ofboth neuromuscu-lar and aestheticdentistry. Dr. Fitchattained fellowship

status in the Academy ofGeneral Dentistry in 1993.

Dr. Fitch joined theEncinitas Chamber of

Welcome to a differentlevel of dentistry

COAST CITIES —MiraCosta CommunityServices is offering one-week alternative energytraining programs in broad

band, wind turbine, hybridvehicle technician and solarphotovoltaic. Earn a certifi-cate for course completion.

Full tuition assistance is

available for qualified stu-dents. For schedule andlocation information, call(760) 795-6820, or go towww.mccae.org.

Alternative energy training programs

CARDIFF-BY-THE-SEA— MiraCosta College’sCommunity ServicesProgram offers a programfor women who want tolearn more about theprocess of divorce. SecondSaturday: What WomenNeed to Know AboutDivorce is offered the sec-ond Saturday of eachmonth. The next scheduledclass is set for 8:30 a.m. to 1

p.m. Feb. 13 in Room 505 atMiraCosta College’s SanElijo Campus, 3333Manchester Ave., Cardiff.

Second Saturdayexplores the legal, financial,psychological and socialissues of divorce; discussescommunity resources avail-able to those contemplatingdivorce; allows participantsto meet others experiencingsimilar life changes; and

more.Registration for Second

Saturday is on-site from 8 to8:30 a.m.; no pre-registra-tion required. Space is limit-ed and therefore enrollmentis on a first-come basis. Thefee for each session is $45.Scholarships are availableby request prior to the semi-nar. For additional informa-tion, call (858) 792-0524 or(760) 736-1660.

MiraCosta offers divorceworkshop for women

SAN DIEGO — The 19thannual Law EnforcementSalute to Local Heroes washeld Jan. 14 at the Town andCountry Resort andConvention Center inMission Valley.

Christina Hennigan ofMission Valley was honoredby the San Diego Police

Department. Hennigan wasattacked in her garage by asuspect in six home inva-sion robberies/sexualassaults and fought back.The marathon runnerchased the suspect despitebeing punched in the facewhile in pursuit. An off-dutyBorder Patrol agent got

involved after hearing herscreams for help and heldthe suspect for police.

Maurice Orange of ElCajon was honored by the San Diego PoliceDepartment. Orange, a mar-tial arts expert, came to the

Law enforcement honorslocal heroes at Rotary event

CHAMBERPROFILE

❚ see Dentistry on 15

ENCINITAS — GreenEarth Insurance Solutions is amultiline insurance agencybased in Encinitas that canaccommodate all of yourinsurance needs. Homeinsurance, business insur-ance, auto insurance, home-owners insurance, healthinsurance are all under onelocal roof.

Owner and agent RichardSwoy is a 35-year insuranceveteran who becamelicensed in 1975.

What makes Green EarthInsurance Solutions special?“We focus on running anenvironmentally friendlybusiness, and of course we dothis while saving our clientsmoney!” Swoy said.

According to Swoy, join-ing the Encinitas Chamber of

Commerce was a natural stepfor his business. “One reasonI relocated my office was tobecome more involved in ourcommunity,” he said.

And the Swoy family isdefinitely involved. “My wife,Michele, is the treasurer ofthe OlivenhainTown Counciland I plan to beinvolved with theE n c i n i t a sChamber ofCommerce on atleast one board,”he said.

M i c h e l l eSwoy is also a vet-eran insurance agent, with 24years in the industry.

The Swoy family, includ-ing their three dogs and twocats, are proud Encinitas resi-dents.

A love of the city and itspeople are a driving force forthe Green Earth InsuranceSolutions team. “The bestpart about having a businesshere is being able to serve the

people of Encinitas and maketheir lives better,” Swoy said.

A love of the Pacific goeshand-in-hand with reasonsto love Encinitas. “I enjoyeverything involving theocean,” Swoy said. “One ofmy favorite pastimes is

watching my wifeand daughters surf.”

According toSwoy, the benefits ofGreen EarthInsurance Solutionsare twofold. “We arededicated to servingthe needs of ourclients and the envi-ronment,” he said.

Green Earth InsuranceSolutions is located at 2611 S.Coast Highway 101, Suite103. Office hours areMonday through Fridayfrom 9 a.m. to 5 p.m. andSaturday by appointment.For more information, or torequest a free quote, call(760) 633-1333 or visitwww.greenearthinsurancesolutions.com.

CHAMBERPROFILE

From left, Chief William Lansdowne, SDPD; Christina Coloura; Maurice Orange; DistrictAttorney Bonnie Dumanis; Blake Stech; Julio M.; Eric Sturham; and Sheriff William Gore.Courtesy photo

❚ see Heroes on 15

RICHARD SWOY

All insurance needs metunder one Encinitas roof

DR. CRAIG FITCH


A ribbon cutting was held in Januaryfor Seaside Janitorial Service. Picturedabove from left are Suzanne PerezSwanson, chamber ambassador andflorist; Pat Reinhardt, manager of theEncinitas Visitor Center; Marilyn

Kovach, chamber ambassador and chef; Genevieve Wing of Wing Insurance & FinancialServices, chamber ambassador; David Doyle, owner of Seaside Janitorial Service; DebbieCaligiuri, membership director with the Encinitas Chamber of Commerce; SunshineSmith of Taylor Place Real Estate, chamber ambassador; Marshall Weinreb, CEOEncinitas Chamber of Commerce; and Joan Faust, chamber ambassador and assistantmanager San Diego Trust Bank. Seaside Janitorial Service is a commercial cleaning serv-ice utilizing green eco-friendly products and methods. Some of the services offered arehome/office cleaning, building maintenance, construction cleanup, move in or move outcleaning and more. They are dedicated to customer service and satisfaction. Call (858)361-7700 for a free estimate or visit www.seasidejanitorialservice.vp.web for more infor-mation. Courtesy photo

ENCINITAS —Developers of PacificStation have announcedthat the majority of itsretail space is now leasedat the mixed use develop-ment currently under con-struction in downtownEncinitas next to theEncinitas transit center,one block from the civiccenter and downtownlibrary.

“Of the 40,000 squarefeet of retail space, onlyone 1,800-square-footspace remains available,”said John DeWald, ofCardiff-based JohnDeWald & Associates, leaddevelopment partner inthe $40 million project.“Construction of the proj-ect is on track for comple-tion in spring of 2010.”

Retail tenants willinclude a Whole FoodsMarket, a restaurant andseveral shops.

In addition, Pacific

Station is already in dis-cussions with potentialtenants for more than halfof the 9,000 square feet ofoffice space that has justbeen made available, andthe interest list for the 47upscale residential units isgrowing rapidly.

Marketing for the resi-dential units did not beginuntil late January 2010.

DeWald & Associates,has worked in conjunctionwith Phase 3 Properties,Inc.

The project wasdesigned by an architec-tural team consisting ofJohn Maple/Maple Dell +McClellan Architects;Allard Jansen Architects,

Pacific Station centercontinues to grow

According to its developers, Pacific Station has now leased themajority of its mixed use development of retail and residen-tial currently under construction in Encinitas. Courtesy photo

❚ see Pacific on 13

Carol DelSignore, executive director of Conner’s Cause forChildren, accepts a check from Encinitas Chamber ofCommerce CEO Marshall Weinreb for funds raised at theDec. 17 fundraiser. Courtesy photo

Chamber business,community unite tohelp Conner’s Cause

Art guild hosts workshopto try out different media

ENCINITAS — Conner’sCause for Children beganproviding services to fami-lies of very sick children in1995, one year after thedeath of 4-year-old ConnerChamp, whose NorthCounty family was the firstof thousands to receivemuch needed financialassistance and in whosememory the organizationwas founded. Based inEncinitas, the mission ofConner’s Cause forChildren is to ease the

financial burden for fami-lies of children with life-threatening illnesses resid-ing or receiving treatmentin San Diego County,including families living inRiverside and ImperialCounties. Their sole focus isto provide direct andimmediate financial assis-tance with the escalatingcosts of out-of-pocket med-ical or non-medical costs,including basic needs such

ENCINITAS — A VisualArt Workshop with achance to try out a varietyof mediums taught byskilled San Dieguito ArtGuild artists will be heldfrom 9:30 a.m. to 12:50p.m. Feb. 25 at the EckeBuilding at San DiegoBotanic Garden.

There will be three ses-sions, one hour each, witha short break between ses-sions. Ages 62 and up arefree. Ages 18 to 61 are $20.

What to expect:— Artist / instructor

will have examples of fin-ished pieces in their medi-um

— Instructor will give ashort demo

— All materials will beprovided

— Students will work ona simple project that theycan take home. It is notexpected that the students

North County resident TomShannon is the FebruaryArtist of The Month atSt.Tropez Bakery & Bistro.Shannon’s work is influ-enced by various culturalexperiences in SouthernIndia including as a PeaceCorps volunteer, followed byservice in the United StatesArmy in South Vietnam. Hisexhibit is titled “WaterMusic in Color Series” andconsists of works inspiredby his love of sailing. Hemakes his watercolors andacrylics into giclee repro-ductions, prints and greet-ing cards. Tom is also anaccomplished pianist,which also has been a greatinfluence on his artwork.He is a member of the SanDieguito Art Guild and theRancho Santa Fe Art Guild.St.Tropez Bakery & Bistro islocated in The Lumberyardat 947 S.Coast Highway101. Courtesy photo

ARTIST OFTHE MONTH

❚ see Cause on 13

❚ see Guild on 14

What goals did you setfor yourself in 2010?Popular New Year’s goalsinclude saving moremoney, drinking less alco-hol, getting fit and reduc-ing stress.

At the end of each year,people often look at thegoals made the previousyear, criticize themselvesfor not achieving them,then set the same goals forthe year to come. By earlythe next year, their goalsare again not met.

As people age, thisannual cycle can lead tofutility, frustration anddepression. People mayfeel like failures, and liketime is running out.

Not true! People of anyage can be successful inimproving their life bydeveloping and following astrategic plan.

If you’ve already givenup on attaining your 2010goals, don’t despair.Recreate them. Split a larg-er goal into a series ofsmall goals. Develop alter-native behaviors that willhelp you achieve yourgoals. If you want to quitsmoking and you smoke torelax, find alternative waysof relaxing.

Be true to yourselfMake sure the goals

you create are yours, notsomething others demandor expect of you. Rely on asupportive network. Forseniors, this may be theirretirement communityfriends. Here at Seacrest,we support one anotherby offering respect, empa-thy and understanding.

Achieving goals does-n’t have to begin onJanuary 1. If you’ve missedthe mark, simply resolveto start anew. Right now.Today. Believe in yourself!

If you have a question onaging that you would likeaddressed in this columnor confidentially, pleasecontact Carolyn at (760)632-0081 or [email protected] VillageRetirement Communitiesprovides services to sen-iors in an environmentthat promotes communi-ty, independence andinnovation at its cam-puses in Encinitas andRancho Bernardo.

SEACRESTVILLAGEBy Carolyn BrookingMarketing Director

Seacrest VillageRetirement Community

Have yougiven upon yourNew Year’sgoals?


&

We will be recognizing the teacher of the year from the

EUSD and San Dieguito High School District, as well as the Citizen

of the year. There will also be recognition of the Encinitas Deputy

and Firefighter of the year. A portion of the proceeds will benefit the

Trust for Educational Scholarships.

For more info: 760-753-6041Seating is limited.

Purchase tickets at the Encinitas Chamber 760-753-6041 or Chamber

website: encinitaschamber.com DEADLINE: Mon., March 8, 5:00pm

Featuring Mexican Cuisine & Margaritas by

El CallejonRestaurant

Keynote speakers:

Encinitas Mayor: Dan Dalager

Deputy Mayor: Maggie Houlihan

Entertainmentby Hollywood

Illusionist, Joel Ward and

ComedianVentriloquist

Joe Gandelman

ENCINITAS’ 9TH ANNUAL

State-of-the-City Dinner

“Gateway to the Future”9th Annual State of the City Dinner / Award Banquet

FRIDAY, MARCH 26 • 7pm - 9pm

Encinitas Community Center

1140 Oakcrest Park Dr.

$45 per person or $320 for table of eight

Presented by the Encinitas Chamber of Commerce and

Contributing Sponsors:

ENCINITAS

Submit your nomination for

ENCINITAS CITIZEN OF THE YEAR

and send to: [email protected] or mail to

Encinitas Chamber of Commerce, 859 Second St., Encinitas, CA 92024

with name & contact number no later than Feb. 28, 2010

ENCINITAS — “Gatewayto the Future,” the ninthannual Encinitas State of theCity dinner and awards banquet, featuring keynotespeakers Encinitas MayorDan Dalager and DeputyMayor Maggie Houlihan, willbe held from 7 to 9 p.m.

March 26 at the EncinitasCommunity Center locatedat 1140 Oakcrest Park Drive.The event, sponsored by theEncinitas Chamber ofCommerce, ScrippsEncinitas, El CallejonMexican restaurant, SanDiego Gas and Electric and

EDCO, will feature Mexicancuisine and margaritas. Aportion of the proceeds willbenefit the newly formedTrust for EducationalScholarships. .

Dalager and Houlihan’saddresses will be followed bythe recognition of the

Encinitas Deputy andFirefighter of the Year, alongwith the Teachers of the Yearfrom the Encinitas UnionSchool District and the SanDieguito Union High SchoolDistrict. There will also beperformances by illusionist

State of the City program planned

By Enrique RamirezVICE PRESIDENT, MARKETING FEDEX OFFICE

Everyone knows that net-working is critical to successin career development, start-ing a business, and forgingrelationships. To stand out,take the additional step ofcreating your own personalbrand.

Personal branding is notunlike corporate branding. Itis about presenting yourselfin the best possible light toyour customers, employer,and even friends. It’s aboutdetermining what you wantto represent to others andthen living that brand ineverything you do and say.Technology is making it easi-er than ever to market your-self and your small businessin the same way large com-panies have been marketingthemselves for years.

Following are some tipsfor creating your own per-sonal brand:

Start by creating yourbrand statement. Don’t thinkabout a job title, but considerwhat differentiates you fromothers. What are you knownfor? Remember in highschool when people werelabeled “Most Likely toSucceed” or “Class Clown”?How would you be classifiedtoday? What value do youbring to your work and torelationships? Put it in writ-

ing. This is the most impor-tant step in creating yourbrand.

Be consistent. Once youhave defined your brand,carry it out in everything youdo, whether it’s the way youdress, your online presence,or your e-mail signature.

Utilize every opportunityto express your brand. Toolsand templates are availableto create your own materials,such as business cards andstationery, to reflect yourbrand. Thanks to advancesin printing and online tools,anyone can have a polishedand professional look withtheir printed materials,whether it’s a business pres-entation or a thank-you note.

Use technology wisely.Your Facebook page, Twitterfeed, LinkedIn profile, andother forms of electroniccommunication make upyour online identity. Think ofyour online identity as anextension of you, not as aseparate identity. These toolsaren’t just about what youpost but also what others aresaying. Take inventory ofyour online presence, thenset up an aggregator to poolfeeds about you or yourcompany from commonsearch engines and socialnetworking tools.

Finally, be true to yourselfand your values. Be creativeand uniquely you!

What’s your brand?

A ribbon cutting was held for Rite Aid Pharmacy inJanuary. From left, Sara Powell, pharmacy tech; SuzannePerez Swanson, florist; Annette “Nettie” Nelson of Nettie’sHouse; Sunshine Smith of Taylor Place Real Estate; LauraLotz, pharmacist; Jennifer Mark, pharmacy technician;Cecilia Borrelli, sales associate; Marshall Weinreb, CEOEncinitas Chamber of Commerce; Eloy Garcia, generalmanager; Carly Garcia cutting the ribbon; Al Betti, assis-

tant manager; Vanessa Keller, Comerica Bank assistant banking manager center; Marilyn Kovach of Chef Marilyn;Jose Mario Valdez, Union Bank financial services officer; and Genevieve Wing of Wing Insurance & Financial Services.The entire staff of Rite Aid Pharmacy at 4455 Manchester Avenue/Encinitas Boulevard would like to thank the com-munities of Encinitas and Rancho Santa Fe for their overwhelming support. Their pharmacy has a drive-thru win-dow, and you can get refills at any Rite Aid throughout the entire country. Should you have any concerns or specialneeds, feel free to contact either Mark Loomis, pharmacy manager, or Eloy Garcia, general manager, at (760) 943-9423. Courtesy photo

❚ see Program on 14


By Alyx SariolCOAST CITIES —

Despite falling victim tobudget cuts, local state parksand beaches are receiving ahelping hand from a groupof passionate North Countyresidents.

The newly formedFriends of Cardiff andCarlsbad State Beaches, orFCCSB, aims to providewhere government fundingno longer can. The nonprof-it’s efforts help generatemoney to assist in outdooreducation of San DiegoCounty residents and main-tain local parks and camp-grounds.

“The money has to comefrom somewhere and theassociation is going to be theone bringing this in,” saidFCCSB’s inaugural presidentAndy Gillum. “The parksneed all our help.”

FCCSB is working along-side state park employees toensure the parks havemoney for what they needmost. Through fundraiserslike Christmas in July and bycashing in recyclables left onthe beach, the associationprovides funds for interpre-tive programs and parkimprovements that will ben-efit local residents for yearsto come.

“We don’t have a lot ofmoney left,” said BrianKetterer, north districtsuperintendent forCalifornia State Parks. “We

can’t do anything withoutvolunteers.”

FCCSB’s generositydirectly helps educationalprograms put on by LauraOhman, an interpretivedirector and youth programcoordinator with CaliforniaState Parks. Although hergrant-supported positionalso has two major sponsors,FCCSB’s contribution helpsher buy art supplies andother neccesities that keepher programs running.

Ohman hosts beachcleanups and Junior Rangerprograms where she saidchildren can “learn aboutthe environment while mak-ing a difference.” She speakson topics like recycling,oceanography and weatherduring her after-school andcampfire programs thatdraw residents from all over.Her programs alone educat-ed more than 7,000 childrenfrom April throughDecember of last year.

Ohman’s programs arealso set to benefit from parkimprovement plans that thenonprofit has proposed forSouth Carlsbad State Beach.Blueprints have alreadybeen drafted for a specialevents area named PelicanPoint at the park’s north end.The location will serve as anoutdoor classroom and avenue for special events togenerate extra income forthe park area programs.

“You’d be hard-pressed

to go anywhere and find abetter backdrop thanPelican Point,” said Gillum,who noted the area as abeautiful venue for wed-dings and other events.

Although the blueprintsare ready to go, the associa-tion is seeking local carpen-ters and other volunteers tohelp construct the stage inthe near future. Board mem-bers encouraged residents toreach out to people theyknow who can help movethe project along.

“Everyone knows some-body who knows some-body,” board memberDennis Kessler said.

At the association’s mostrecent meeting, currentmembers spoke passionate-ly about the nonprofit’s workto encourage others to vol-unteer for a position or joinas an annual member.

“We really need peoplepower and local businessesbehind us,” board memberBill Mahoney said.

By meeting’s end, theassociation had five newboard members and hadregistered its first annualcontributors.

“We can (help) and havefun doing it,” Kessler said. “Iwant this park here for mygrandkids.”

For more information, tobecome an associationmember or to volunteer, e-mail [email protected].

Friends of Cardiff and Carlsbad State Beaches advertise their cause to those who benefit from their efforts atCardiff and Carlsbad campgrounds. Courtesy photo

New group forms tohelp local beaches

CARDIFF-BY-THE-SEA— Nexus Design +Marketing, based in Cardiff-by-the-Sea, recently com-pleted the design and pro-duction of the new brand-ing for the EncinitasChamber of Commerce.

In conjunction with thenew chamber manage-ment, Nexus has undertak-en the branding assign-ment with the design of thenew logo, Web site home-page and upcoming mar-keting materials.

“We set out to develop anew look that was indica-

tive of the fresh start thechamber was embarking onafter the managementchange in late 2009,”Creative Director CraigCalsbeek said. “The graphicrepresents the symbioticrelationship the chambermust have with its mem-bers. The interconnected‘linked chain’ pieces depictshow the success of both aredependent on each other,thus raising the value ofmembership.”

“After my first meetingwith Nexus I realized thatthey knew their business,did great work and werepassionate about exceedingall their clients’ expecta-tions,” Chamber CEOMarshall Weinreb said. “Thenew colorful logo addssome excitement to the

look and feel of the cham-ber and will surely raise eye-brows in a positive way.”

Nexus Design is a full-service graphic design,advertising and marketingfirm that specializes in thedesign of corporate brand-ing, brochures, direct mail,print ads, product packag-ing, signage, trade show dis-plays and Web site design.

Nexus Design + market-ing is located at 1510Gershwin Street in Cardiff-by-the-Sea. For more infor-mation, call (760) 635-3636or visit www.nexusdesigninc.com.

CHAMBERPROFILE

ENCINITAS —TransTech One offers full-service IT solutions, includ-ing network installationand maintenance, hard-ware/software mainte-nance and support, network security and con-sulting services. The company, wholly-owned byTranscendent One, Inc.,recently opened a retailcomputer service center forlocal consumers to haveaccess to the highest-cal-iber of services performedby bona fide IT profession-als.

“We are excited to final-ly provide a retail outlet inwhich locals may takeadvantage of the techno-logical expertise of true ITprofessionals,” said Todd Krajewski, CEO of TransTech One.“Unfortunately, most con-sumers only know whatthey have been spoon-fedby the majorelectronics/office retailers.Not only is our pricingmore competitive, but thequality of work performed

is simply unparalleled.” Krajewski is a graduate

of Point Loma NazareneUniversity andC o l e m a nUniversity, withemphasis incomputer sci-ence and systemengineering. Heis currently anactive cryptolo-gist in the NavyReserve andd e m o n s t r a t e smore than 10 years of cor-porate IT experience.

“Information technolo-gy is such an important andintegral part of our every-day professional and per-sonal lives,” Krajewski said.“With so much of our liveli-hood dependent uponthese technologies, we can-not afford to leave IT per-formance up to chance. Wehave positioned TransTechOne with the current mar-ket in-mind as the mostcost-effective solution forone’s IT needs withoutcompromising the qualityof work being performed.”

TransTech One is look-ing forward to not only cre-ating a presence inEncinitas, but all NorthCounty coastal communi-ties. The company is excit-ed to launch weekend com-

puter workshops for localstudents to learn today’smost commonly used com-

puter applica-tions andenhance theircomputer skills.The company willsoon be donatingcomputers tolocal schools andhaving monthlystudent essaycontests forprizes such as

popular netbooks, wirelessbroadband cards, and stor-age devices.

As a special serviceoffering to all members ofthe Encinitas community,TransTech One is offering afree complimentary PCtune-up (a value of $95)when visiting theirComputer Service Center(drop-off and pick-up loca-tion). The company is alsoextending a free IT consul-tation or site-visit for alllocal businesses to evaluateand ensure all business net-works, machines, andprocesses are performingas efficiently as possible.

To take advantage ofthese special offers, or torequest more informationabout TransTech One’s

Professional IT firm targetslocal consumer marketCHAMBERPROFILE

Design and marketing firmgives chamber a facelift

www.sdbgarden.org.

Feb. 28The Full Moon Poets’

Winter Poetry Slam will beheld at 6 p.m. Feb. 28 at LaPaloma Theater inEncinitas. For more infor-mation visit www.fullmoonpoets.org.

ONGOING

Farmer’s MarketSundays from 10 a.m.

to 2 p.m. at Paul EckeCentral ElementarySchool. Sundays from 2 to5 p.m. at Flora VistaElementary School.

Yoga for SeniorsMondays at 2 p.m. at

the Encinitas Community

and Senior CenterWednesdays at 3 p.m.

at the Cardiff Library,www.silverageyoga.org.

Horseshoe PitchingAge 12 and up,

Tuesdays and Thursdays at5 p.m. at Oakcrest Park. Formore info, call the CardiffRiviera Horseshoe Club at(760) 436-5166.

Calendarcontinued from 2

training in short sales thatcan offer the homeownermuch better alternatives toforeclosure, which virtuallydestroys the credit rating.These experts also may bet-ter understand market con-ditions and can help sellersthrough the emotionalexperience, he said.

Are you, or do you know

someone who is in a “dis-tressed” situation with realestate? Do you need knowl-edge or assistance with pre-foreclosure, foreclosure,short sales and loan modifi-cations? Smith can helpwith free consulting. Youcan learn what youroptions are and you get todecide the course of actionto take.

Smith said the CDPEeducation “also enhances

my ability to work with buy-ers who want to take advan-tage of deals in ‘distressed’property such as shortsales and bank-owned REOsand foreclosures.”

For more informationabout pre-foreclosure, fore-closure, short sales and loanmodifications, call DennisSmith at (760) 436-0087 ore-mail [email protected].

Designationcontinued from 2

TODD KRAJEWSKI

❚ see IT on 15


as transportation, food andutility bills. Conner’s Causefor Children is the only areaorganization which providesassistance to families of chil-dren with critical illnesses orlife threatening injuriesregardless of a child’s specificdiagnosis. In 2009, Conner’sCause provided assistance tomore than 400 families.Conner’s Cause receives no

public funding and dependson local individuals, busi-nesses and organizations tohelp families in need.

A Dec. 17 event atRancho Santa Fe Plaza raisedfunds for Conner’s Cause,and Encinitas Chamber ofCommerce CEO MarshallWeinreb was on handrecently to present theorganization with a check forfunds raised.

“We are deeply gratefulfor this donation and greatly

appreciate the support thatwe have received from themany chamber memberswho have donated to ourfundraising events over theyears,” Carol Del Signore,executive director forConner’s Cause, said.

For more information onConner’s Cause, [email protected]. Forfurther details, call Conner’sCause for Children at (760)487-1592 or visit www.connerscause.org.

Causecontinued from 10

Inc. and ArchitectureIllustrated.

Pacific Station’s residen-

tial architecture is a mix oftwo-story townhomes,two-story lofts and single-story flats ranging fromapproximately 600 to 2,400square feet in size.

For more informationabout Pacific Station, or toplace your name on the res-idential buyer interest list,visit www.PacificStation.net.

Stationcontinued from 10

On Jan. 20, the Leucadia Wastewater District board ofdirectors awarded $1,000 grants to several Carlsbadteachers. Above, directors David Kulchin, JudyHanson, Elaine Sullivan, Don Omsted, PresidentAllan Juliussen, La Costa Meadows Elementary

Teacher Susan Moise, Leucadia Wastewater District Executive Assistant Trisha Hill,Librarian Mary Clark and Principle Jennifer Carter. This is the district’s second yearoffering the Teacher Grant Program to local schools. The grants will help local teachersfund environmental programs relating to water conservation, recycled water or waste-water management. For more information about this program, contact LWD at (760)753-0155 or visit www.lwwd.org. Courtesy photo

REWARDS OFWASTEWATER

Center at 477 N. El CaminoReal is the largest outpa-tient health center in NorthCounty offering more than200 health practitioners rep-resenting more than 50 spe-cialties plus ancillary servic-es such as imaging, outpa-tient surgery, laboratory andpharmacy.

“North Coast HealthCenter is unique in that thevast majority of these servic-es are located in one cam-pus setting,” said GregPetree, president and COOof AmeriCare MedicalProperties. “Patients bene-fit by having access to themost reputable primary careand pediatric groups inNorth County as well as tosome of the most cutting-edge specialty care any-where in San Diego.”

Two years ago, the cen-ter added a fourth medicalbuilding which substantiallygrew its cancer treatmentcapabilities and other med-ical specialties. The expan-sion included the addition ofCyberKnife Centers of SanDiego offering the firstCyberKnife stereotacticradiosurgery system toNorth County. The expan-sion also included medicaloncology and pediatric spe-cialty care as well as ortho-pedics, plastic surgery andan overnight sleep center.

This month North CoastHealth Center completedconstruction of the first invitro fertilization clinic andlab in North County. Laterthis year the center will opena new hyperbaric woundcare center boasting thenation's largest outpatienthyperbaric chamber.

“Over the last 20 years,more and more medicalservices have migrated to anoutpatient environment inEncinitas creating enor-mous patient convenienceas well as cost savings,”Petree said. “When com-bined with the local clinicand hospital, Encinitasoffers its residents theentire spectrum of medicalcare close to home.”

Located in the sameblock is the San DiegoCancer Center which uses amultidisciplinary approachto wellness. This includesphysical, emotional andpsychological guidancecombined with a wide vari-ety of clinical trials usingnew combinations of medi-cine, new molecules,immunotherapy, gene ther-apy and anti-angiogenesiswhich go hand-in-handwith research on the effectsof complementary medi-cine therapies.

Therapies such as yogameditation, massage thera-

py, acupuncture, reiki andsupport groups are free toany cancer patient in SanDiego County through thecenter’s nonprofit, the SanDiego Cancer ResearchInstitute.

The center also housesthe first satellite of the UCSDDepartment of RadiationOncology. The facility offerspatients state-of-the-arttreatment that includes aVarian Trilogy linear acceler-ator, the most sophisticatedtechnology available todayin radiotherapy. Patientshave access to all the latesttreatments for every diseasesite including stereotacticbrain/body radiosurgery,intensity modulated radia-tion therapy and image-guided radiation therapy.

Deputy Mayor MaggieHoulihan has benefitedfrom care at the center fortreatment of endometrialcancer.

“Encinitas residents areextremely lucky to have thewide array of medical, men-tal health, dental and spe-cialty medicine that weenjoy both through UCSDand Scripps EncinitasHealth, and its correspon-ding offices, and alsothrough practitioners locat-ed along the El Camino cor-ridor near Garden View andin individual neighborhoodsthroughout the city,” shesaid.

“We have a long historyof healing arts and we areliving up to that history. It’svery fortunate that a city thissize has this variety and levelof sophistication in theirhealth choices to includetraditional medicine as wellas complementary offeringssuch as chiropractic andeastern medicine, mostnotably acupuncture, qigong and Chinese herbs. Ilook forward to workingwith the chamber and othercommunity groups in edu-cating the public about all ofthese options.”

HospitalSince 1978, Scripps

Encinitas has served thegrowing communities ofNorth County with 142 bedsand more than 650 physi-cians. The hospital’s 1,400employees have a personalstake in the community withabout 54 percent living with-in a 10-mile radius of the cityand more than 20 percentresiding in Encinitas itself.

Despite having thebusiest emergency room perbed, per capita in California,Scripps Encinitas’ ER hasone of the top patient satis-faction scores in the nation.

To keep up with growth,Scripps Encinitas is about tolaunch a major expansionthat will include a new park-ing structure and critical

care building which willhouse state-of-the-art emer-gency and inpatient nursingdepartments.

Building is contingenton the success of fundrais-ing efforts. Of the $65 millionneeded through philanthro-py, $10 million was given bythe Leichtag Foundation inDecember.

The donation is a wel-comed gift.

“Coastal North Countyhas grown dramatically inrecent years, but our hospi-tal has not expanded innearly 20 years,” said CarlEtter, chief executive ofScripps Health Encinitas.“Despite that, we have man-aged to care for our patientsat the highest level possiblethat ranks us in the top fivepercent of hospitals in thenation. The $10 millionLeichtag Family Foundationgift to Scripps Encinitas willafford us the opportunity toexpand our facility to meetthe current and future needsof our community.”

A $7.5 million gift wasdonated earlier by theLeichtag Foundation.

“Past gifts have beenvery impactful,” said Dr.Michael Lobatz, immediatepast chief of staff at ScrippsEncinitas. “The gifts to theemergency department andthe women’s birth pavilionhave affected the lives oftens of thousands of peo-ple.”

Lobatz reports that thelatest donation will be usedto purchase an MRI breastcoil, digital mammagram,anesthesia machine, cardiacecho machine, laprascopicvideo tower, EEG, FluroscanC-arm x-ray used duringsurgery and wireless moni-tors for the emergencyroom.

Funds are also ear-marked for renovations ofthe women’s imagining andoutpatient lab areas.

“Virtually every part ofthe hospital is beingtouched by these gifts,” hesaid. “Hospitals today can’texist without philanthropy.”

Scripps Encinitas’ park-ing structure is set to breakground in the spring, fol-lowed by the critical carebuilding in 2011. Otherupcoming projects includeexpansion of the main hos-pital building, a new outpa-tient services and medicaloffice building, and an acutecare building.

This article is the first of afour-part series dealing withEncinitas as a health caredestination.

The next story willexplore services available touninsured and underin-sured residents through com-munity clinics operated byNorth County HealthServices.

Health Carecontinued from 1

concise picture of what smallbusiness are facing on a dailybasis,” Wyland said. “Busi-nesses with seven or lessemployees represent 95 per-cent of businesses in Califor-nia.”

Weinreb explained thatsmall business owners areoverwhelmed with compli-ance issues.

“Yes, many if not mostbusinesses are being asked toprovide innumerable reportsand comply within regula-tions,” Wyland replied. “Someare reasonable and makesense. They take time and canmake it much more difficult tooperate. Big businesses have adepartment to do this. When Ihad a small business I had todo it myself.”

Wyland added that hebelieves there are good peopleworking in the bureaucracy,but that the environmentlacks any incentive for effi-ciency.

“How difficult is it forsomeone in your position toget an initiative to the point ofbeing voted on?” Weinrebasked.

Wyland responded thatthe problem is not getting billsintroduced, rather it’s thatthere are too many of them.He estimates more than 2,000bills are introduced each year.

“What’s difficult is for thelegislature to make it easier topass bills out of committee tothe chamber,” he said. “That’s

the challenge.”He continued.“If I had to increase the tax

credit it would be difficult.Members feel we’re giving toomany tax breaks to business.Inevitably you’ll have morerevenue to do things with.”

When Weinreb asked howto thwart lobbyists and specialinterest groups, Wylandreplied that it’s not as bad asit’s made out to be.

“The real issue is lessabout a lobbyist trying toinfluence you than it is peo-ple’s beliefs, ideas and assess-ments of what the right lawsare,” he said. “Small business-es are the job creators, notlarge businesses. I have col-leagues who have a differentview.”

Wyland went on to explainthat California has the highestrates of workman’s comp inthe nation.

“What we have is a systemwhere probably a substantialnumber of claims end upbeing represented by attor-neys,” he said. “Many timescompensation depends onthe size of the award. This is abad incentive.”

Wyland explained thathand injuries from nail gunsrepresent one of the mostcommon workplace injuries.

“In Nevada or Californiathe same injury is treated dif-ferently,” he said. “In Nevadayou are off work three or fourweeks. You might need thera-py, but in less than twomonths you are back at work.”

He said California is

another matter.“Within three weeks you

are lawyered up and have apermanent disability. The costto the employee is greaterbecause his sense of self worthsuffers.”

Wyland explained thatwhen he was in business, heheld a competition among hisemployees to be injury freeafter first explaining how thecost of workmen’s compinsurance affects the cus-tomer.

“We were able to getchanges that otherwise could-n’t have happened,” he said.

Weinreb continued byasking how small businessowners could help them-selves.

“We need personal sto-ries,” Wyland said. “A letter isgood — meetings, too, withspecific recommendationsthat you can bring to mem-bers on both sides of the aisleto hold our feet to the fire.”

Weinreb concluded byasking how to stop the exodusof businesses relocating toother states.

“I think that is one issuewe can do something about,”Wyland said. “We need to pro-tect and increase jobs, controlspending wisely and effective-ly, and improve the educationsystem.

“California is not going toget anywhere unless webecome what we used to be— a place of innovation, aplace of creativity, a placewhere people want to do busi-ness.”

Wylandcontinued from 1


will be able to finish itduring the day. Howeverthere will be an hour atthe end of the day forthem to ask more ques-tions or perhaps finish apiece.

— List of stores andWeb sites where they canpurchase additional sup-plies and how much theycan expect to spend

— List of where they

can get additional train-ing or lessons in the medi-um they choose. Mediumsoffered (students maychoose three out of six)are watercolor, pastel,jewelry, photography,gourds and fiber arts.

Space is limited. To ensure that you

reserve your space and getto try the mediums of yourchoice, contact [email protected].

For more details, visitwww.OffTrackGallery.com.

Guildcontinued from 10

Artist Manuelita Brown poses next to her statue, “The Encinitas Child,” a gift to thecity of Encinitas. An unveiling sponsored by DEMA took place on Jan. 29 on SouthCoast Highway 101 between Encinitas Boulevard and D Street. The new piece ofpublic art was sponsored by DEMA, the county of San Diego, the City of EncinitasArts Grant Program and the Mizel Family Trust. Photo by Jason Land

PUBLICART

Joel Ward and comedian-ven-triloquist Joe Gandelman.

Encinitas Chamber ofCommerce CEO MarshallWeinreb said this year thechamber will also be reachingout to the community fornominations for a first-timeEncinitas Citizen of the Yearaward.

“We will be acceptingnominations from businesses,nonprofits, or anyone whocan demonstrate what thisman/woman or even childhas done to significantly addto the betterment of the com-munity,” Weinreb said.“Encinitas is weathering theeconomic storm like so manyother cities, and there havebeen so many that havestepped up to contribute sig-nificantly with deeds that havemade a difference.”

Anyone interested in sub-mitting a nomination with astatement of no more than 50 words may send informa-tion with subject heading to “Encinitas CitizenNomination,” along withname and number to contactno later than Feb. 28.

Cost of tickets is $45 perperson or $320 for a table ofeight. Tickets may be pur-chased by calling the EncinitasChamber of Commerce at(760) 753-6041 or on thechamber Web site atwww.encinitaschamber. com.The deadline to purchase tick-ets is 5 p.m. March 8. For moreinformation on this event,contact Pat Reinhardt at (760)753-6041.

Programcontinued from 11


engagement.

Consumer expectationsare growing

Brands are barely keep-ing up with consumer expec-tations now. Every day con-sumers adopt and devourthe latest technologies andinnovations, and hunger formore. Smarter marketers willidentify and capitalize onunmet expectations. Thosebrands that understandwhere the strongest expecta-tions exist will be the brandsthat survive — and prosper.

Old tricks don’t/won’twork anymore

In case your brand didn'tget the memo here it is thatconsumers are on to brandstrying to play on their emo-tions for profit. In the wake ofthe financial debacle of thispast year, people are moreaware then ever of the hol-lowness of bank ads thatclaim “we’re all in this togeth-er” when those same bankshave rescinded their creditand turned their retirementplan into case studies. Thesame is true for insincerecelebrity pairings: thinkSeinfeld & Microsoft or TigerWoods & Buick. Celebrityvalues and brand valuesneed to be in concert, likeLoren Nancarrow andSequoia Solar. That’s authen-ticity.

They won’t need toknow you to love you

As the buying spacebecomes even more online-driven and international(and uncontrolled by brandsand corporations), front-endawareness will become lessimportant. A brand with theright street cred can go viralin days, with awareness fol-lowing, not leading, the con-versation. After all, every-body knows GM, butnobody’s buying their cars.Social media anyone?

It’s not just buzzConversation and com-

munity is all; eBay thrivesbased on consumer feed-back. If consumers trust thecommunity, they will extendtrust to the brand. Not justword of mouth, but the rightword-of-mouth within thecommunity. This means thecoming of a new era of cus-tomer care.

They’re talking to eachother before talking tothe brand

Social networking andexchange of informationoutside of the brand spacewill increase. Look for more

Web sites using FacebookConnect to share informa-tion with the friends fromthose sites. More companieswill become members ofLinkedin. Twitter users willspend more money on theInternet than those whodon’t tweet.

Engagement is not afad; it’s the way today’sconsumers do business

Marketers will come toaccept that there are four engagement methodsincluding Platform (TV; online), Context(Program; webpage),Message (Ad orCommunication), andExperience (Store/Event).But there is only one objec-tive for the future: Brandengagement. Marketers willcontinue to realize thatattaining real brand engage-ment is impossible usingoutdated attitudinal models.

David Boylan is thefounder of ArtichokeCreative, an Encinitasbased integrated market-ing agency. He can bereached at [email protected].

Marketingcontinued from 3

ENCINITAS —Electrum Designs is a newcompany offering servic-es in graphic design, Webdevelopment, multime-dia and photography. Theguiding purpose ofElectrum Designs is toconvey a dynamic mes-sage through visual com-munication. The teamresponds to the designneeds of its clients by cre-ating unique and engag-ing solutions to each proj-ect. Clarity, integrity andcreative vision are corevalues that inspireElectrum Designs and arereflected in the work theyproduce.

Electrum Designsemerged in 2009 as a plat-form for owner and leaddesigner Keesha Seeley toshare her combined cre-ativity, design skills andsmall business expertisewith a new client base inEncinitas. Seeley is a ver-satile design professionalwith more than sevenyears experience in mar-keting and small businessoperations and an affinityfor all Adobe CS4 pro-grams.

A background inaction sports, recreation,tourism and service

industries provide a widerange of experiences fromwhich Seeley is able todraw inspiration, andtherefore create success-ful marketing tools for herclients. A fresh perspec-tive on the design indus-try and an appreciationfor living in such a beauti-ful community asEncinitas make this newcompany a valuable addi-tion to the EncinitasChamber of Commerce.

Their design process isstructured to achieve theoptimal result for their

clients. They begin withan assessment of the proj-ect at hand to determinethe client’s design needs.They aim to work effi-ciently to create cus-tomized layout options,and they will refine thedesign to deliver a fin-ished product that is theoptimal solution for their client’s business.Electrum Designs hasbecome a part of a net-work of design and tech-nology savvy profession-als allowing the companyto effectively accommo-date projects of any size.

Electrum designs islocated at 1106 Second St.No. 261 in Encinitas. Formore information, call(760) 936-3063 or visitelectrumdesigns.com.

CHAMBERPROFILE

Design firm helps businesseswith visual communication

sugar and alcohol.Whether it be a small

rack on the floor of the din-ing room, a temperature-controlled cooler that holds20 to 200, or a room withhundreds of precisely craft-ed racks with a tasting table,some rules apply for all.

However many bottlesare in your collection andwhatever the quality andvalue, keep a record of thedate of purchase, cost ofeach bottle and where it waspurchased. I always rankeach wine with a simple buteffective 1 to 5 (bad to excel-lent ) ranking, adding to mycore list of wines that I love.

Always store wine on itsside. That way the corkdoes not dry out (assumingit has a cork top.)

Keep wine at a consis-tent temperature, ideallyabout 55 degrees when stor-ing, but don’t be concernedif it is “room temperature” (72 degrees). What matters isthe temperature is virtuallythe same day to day.

Keep your wine out ofdirect sun which can pushup the temperature especial-ly in an “afternoon” setting.The stages of maturity areaccelerated and are rushedthrough to a sour state, turn-ing it into cooking wine.

The final rule is reallymeant for breaking and is themost controversial. When is awine that’s been stored readyto drink? Wine lovers candebate this for hours. I have

let more than a few wines sittoo long, only to open themand shriek in disgust at thesour, vinegar-like taste.Most red wines start out witha tight berry-like flavor, thenover the years become vel-vety soft and more complexto the taste. It’s like somemagical mystery momentwhen the wine becomes per-fectly balanced. I personallygauge that moment as fiveyears after the vintage or har-vest year on the label. But ifyou must … it’s not going tohurt if you drink it when youbuy it.

So you want to own a vineyard?

Over the years I havetalked to a ton ofowner/operators of vine-yards and wineries abouttheir decision to get into thewine business as growersand bottlers. A good num-ber came from families thathad been doing this for gen-erations and in far awayEuropean countries. Morethan a few have come fromcareers that have been as farfrom farming as you canget, especially the technolo-gy and engineering indus-tries.

Most of the reaction Igot from that subject is “Iwanted to do something Ilove.”

Then, when the day-to-day operations are broughtup, I found that it is a con-suming and expensive love.

Recently the Wall StreetJournal found a couple whowere willing to lay it out for

readers. They have a 38-acretract near Santa Barbarathat they bought in 2004 for$1.5 million, including atiny “fixer upper” house.When they planted theirvines, they soon found outthat capital improvementson things like a well for irri-gation sopped up manymore hundreds of thou-sands of dollars. By theiraccount, maintaining thevineyard takes upwards of$8,000 an acre annually. Thetypical yield of grapes isabout 2 to 4 tons per acre,which they can sell forabout $4,000 per ton toneighboring wineries.They plant mostly PinotNoir which is in highdemand, as long as the har-vest is kind to them.Unfortunately, the ’08 har-vest was plagued by frostearly on and almost wipedout their crop. They onlyharvested 3.5 tons total. Inthis business, as small oper-ators, they have to wait untilsomebody else comes alongthat wants to “do somethingI love,” and buys them outat a handsome profit. In themeantime, they don’t droptheir day jobs.

Frank Mangio is arenowned wine connoisseurcertified by Wine Spectator.His library can be viewed atwww.tasteofwinetv.com.(Average Google certified900 visits per day) He is oneof the top five winecommentators on the Web.Reach him [email protected].

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Commerce to meet otherlocal business owners.

The best part about hav-ing a business in Encinitas,according to Dr. Fitch, is“location, location, location.”And the “warm, sunny days.”

Dr. Fitch’s favorite thingsto do in Encinitas are go to the

beach, take care of patientsand play golf.

In addition to his regularand cosmetic dental services,Dr. Fitch would like people toknow that he also treats sleepapnea and TMJ issues,including headache pain.

One of Dr. Fitch’s maingoals is to have people feellike special guests and notjust patients. The office is

designed to be as inviting as itis advanced.

The practice of Dr. CraigFitch, D.D.S., is located in theNorth Coast Health Center,477 N. El Camino Real, B 207.The office is open Mondaythrough Friday from 7 a.m. to4 p.m.

For more information,call (760) 943-1449 or visitwww.craigfitchdds.com.

Dentistrycontinued from 7

rescue of a purse-snatchingvictim and held the perpetra-tor for police.

Blake Stech of La Jolla washonored by the DistrictAttorney’s Office. Stech cameto the rescue of a woman whowas being physically assault-ed by two suspects whorobbed her. He chased afterthe suspects despite attempts

to assault him. He was able torecover most of the victim’sproperty when the suspectsfled in a waiting getaway car.His testimony led to a convic-tion.

Julio M. of Oceanside washonored by the DistrictAttorney’s Office. He becamea star witness in the executionof a police officer, providinginformation to authoritiesthat led to the recovery of evi-dence and the arrest and con-

viction of three defendants. Eric Sturham of Rancho

Penasquitos was honored bySheriff William Gore.Sturham, the manager of aPoway bank, followed anarmed robber in his personalcar after being held up andprovided the information toSheriff’s Deputies. The serialbank robber and his accom-plice were captured after apursuit and both pleadedguilty to their crimes.

Heroescontinued from 7

Above left, Chief Lansdowne and honoree Maurice Orange. Above right, Chief Lansdowneand honoree Christina Hennigan. Courtesy photos

services, call (760) 707-5335 orsimply visit their ComputerService Center drop-off andpick-up location at 2011

Palomar Airport Road Suite110 in Carlsbad. Store hoursare Monday through Fridayfrom 8 a.m. to 6 p.m. andSaturday 8 a.m. to 1 p.m. Formore information, visitwww.transtechone.com.

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