It was all five-star fun on Veteran’s Daywith red, white and blue and a floor showto ring up memories of times past.

It was a glorious day, bright with a clear sky,warm with smiling rays of west valley sunshine.Preparations were made well in advance, like amilitary camp waiting for their brave soldiers tocome home save and sound.

It was Veteran’s Day and Fairwinds West Hillssaid, “Let’s honor our very own veterans here atFairwinds.” They pulled all the strings to givetheir residents who make Fairwinds their steadyhome, a memorable time.

To make the party more fun, they invited all thewest valley veterans of retirement age, to join infor the recognition, followed by a USO show andan all-American family BBQ.

The hilltop were Fairwinds stands tall amongWest Hills residential homes, was bustling withactivity. A large tent was set up covering bothsides of the water fountain that decorates themanicured landscape in front of the mainentrance. A stage was ready with a backdropcovered in stars and stripes. Chairs and tableswere laid out in preparation for the specialguests. More than forty members of Wings overWendy’s, a local veterans group, showed up.

CONNECTING BUSINESS AND COMMUNITY SINCE 2004. CELEBRATING 9 YEARS OF SERVICE TO THE WEST VALLEY COMMUNITY. Volume 8 Number 11 2012

www.westvalleynews-sfv.com

Vets and Community come together at Fairwinds

Serving:CalabasasCanoga ParkChatsworthResedaTarzanaWest HillsWinnetkaWoodland Hills

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See Veteran’s Day at Fairwinds on Page 6 Ed Crowe / West Valley News

Día de los Muertos Festival gets high marks

Local visitor dressed up in traditional painted skull face and colorful attire to celebrate the annual Día de losMuertos Street Festival in Old Town Center Historical Canoga Park. More than 20,000 people visited throughoutthe day to enjoy the food, chalk art, live entertainment, classic car exhibit, and other activities of the event.

This year marked an important milestone for this community-building event that celebrates life,diversity, cultural tradition, and the arts in the community. The Día de los Muertos Festival (Day ofthe Dead) was introduced to the Business Improvement District of downtown Canoga Park, overtwelve years ago, by the CRA/LA (Community Redevelopment Agency of Los Angeles) to place thespotlight on this community to help attract new business. Early this year, the agency was dissolvedputting in jeopardy the future of this cultural event. Thanks to the leadership of the Canoga Park/WestHills Chamber of Commerce and the Canoga Park Improvement Association, the community tookownership of the festival with great success. Visit Page 7 to see a pictorial composite of this colorfulcultural tradition and community-building event. Congratulations on the high marks earned.

Georgie-Baby, a Navy veteran gets a leg over his performance with one of the Tweetle Lee Dees, at the Veteran’sDay recognition, USO show and BBQ, hosted by Fairwinds West Hills. It was five-star fun. Over 100 attended..

Alex Soteras Laid to RestTuesday, December 4, 2012, Alex Soteras

was laid to rest at Pierce Brothers Valley OaksMemorial Park. The poignant small gravesideservice was attended only by closest familyand friends.

A public memorial will be held later. Timeand date still undetermined.

A message emailedby the Directors of theAgoura, Oak Park,Conejo Valley &Calabasas Chamberof Commerce, to theirmembers, expressedthe sad news.

“It is with much sadness that our belovedleader, Alex Soteras, has passed away. Alexpassed away suddenly this past Saturday,November 24, 2012, at his home in Calabasasof natural causes.

As you know, Alex has been the leader andstrength of our Chamber for many years. Heorganized mixers, ribbon cuttings and conductedthe day to day business of the Chamber. He willalways be remembered for reaching out to ourmembers to help them in any way possible. Inaddition, he has helped to build our Chamberinto one of the largest and most influential inthe State. Most importantly, he was a friend toall of us and he will be deeply missed.”

As an advertisingsupporter of thispublication for manyyears, he liked hisname BOLD and inLARGE FONT. Perhapsa reflection in how hewent about organizingevents he spearhead.One such event was

the Pat Soteras Scholarship Fund in 2007,in honor of his mother who passed away in2006 at the age of 75. He and his mother werecredited for reviving the Chamber.

IT'STHE

LITTLEDETAILS

THATARE

VITAL.LITTLE

THINGSMAKE

BIGTHINGS

HAPPEN.John

Wooden

See Alex Soteras on Page 9

Ed Crowe / West Valley News

From the Publisher’s DeskThis is the next to last issue of the West Valley News in 2012. A lot has

happened during the past two months. We had Presidential and Congressionalelections, in addition to important State and County measures and localNeighborhood Council elections. Whichever candidate or political party youwere rooting for, now is the time to shake hands and put our differences asideto support those who were elected for the next term in office.

Both the House and the Senate are still playing partisan games to scorepolitical points. Most people are tired of the gridlock and want to see realsolutions put on the table.

As small business owners we cannot afford to wait. We must find creativesolutions to keep our businesses going. Bills don’t take vacations or holidaybreaks. The mortgage has to be paid. The property taxes and insurance have

to be paid. Employees and vendors have to be paid. And everything else that requires money to purchase hasto be paid. We must remain positive and focus on improving things. I recently received a link to a social mediavideo presentation about just that. Accomplishing more in less time. They call the system: 60 60 30. The bottomline is spending the first two and a half hours of work in the morning (no phone calls, no checking email orFacebook) and focusing on the most important tasks to advance your business. Of course, you have to do yourhomework first and figure out what that list of priorities should be. That requires a true assessment of yourbusiness, your personal strengths and weaknesses, and what you need to accomplish to reach the level ofindependence and financial freedom so you can be in the TOA (Triad of Awesomeness). Happy Everything!

PAGE 2 West Valley News Volume 8 Number 11 2012

Crowe Marketing Design PublisherEd Crowe Managing Editor/Creative DirectorJonathan Goldhill Contributing WriterAl Martinez Contributing Writer

The West Valley News is published monthly asan information and educational resource for smallbusinesses and community-based organizations.

WEST VALLEY NEWSCrowe Marketing Design8378 Sale AvenueWest Hills, CA 91304Tel: (818) 883-3374Fax: (818) 883-9678advertising@westvalleynews-sfv.comwww.westvalleynews-sfv.com

Hours: Monday-Friday 9:00 am to 6:00 pmAnnual subscription rate is $15.Single copies $1. Multiple copies $50/100 bundleFlyer insertion and distribution is available.Cost is $75/1000. Minimum 1,000.

For advertising call Ed Crowe (818) 883-3374 orGarth Carlson (818) 419-2513

Editorial Contributors

The deadline for articles, letters and photos isthe third week of the month for consideration inthe upcoming month’s issue. E-mail (preferred)submissions to: editorial@westvalleynews-sfv.com.

The Editor reserves the right to reject or edit allsubmissions. Opinions expressed by contributorsare not necessarily those of the West Valley News.

Advertisers

To advertise, call 818-883-3374. The deadlinefor ads for each issue is the end of the third weekof the month prior to the month of publication.©2012 Crowe Marketing CommunicationsImage copyrights held by the artists.The West Valley News is open to the entirebusiness community of the San Fernando Valley.The West Valley News is distributed by regular mailto active subscribers, via email to an electronicmailing list, and to the general public throughmore than 100 strategic, high-traffic businesslocations throughout the West Valley.

Now online 24/7 at www.westvalleynews-sfv.com

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THAT ARE MAKING A DIFFERENCE IN THE COMMUNITY.THANK YOU FOR YOUR ADVERTISING SUPPORT.

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You can sponsor or help maintain one or more ofTopanga’s 21 landscaping zones. Read the followingmessage from Captain Thomas Brascia.

Dear Community Member,

In January 2009 the Topanga Area CommunityPolice Station became operational. The stationoccupies approximately six acres landscaped with amixture of native and non-native plants. Because offiscal constraints over the past three years, the Cityof Los Angeles has been unable, to maintain thelandscape at Topanga and consequently a numberof the non-native plants and trees have witheredaway while others have been identified as unsuitablefor a sustainable landscape.

At the suggestion of Susan Kleiner, secretary ofthe community police advisory board, the TopangaStation teamed up with two non-profit organizationsto create a California native sustainable communitygarden at Topanga.

See Help Maintain the NATIVES on Page 11

(Photo Left) Senior Lead Officers hard at work planting native plants.

West Valley News Volume 8 Number 11 2012 PAGE 3

Zip Community # Biz Chamber of Commerce # Members

91214 La Crecenta 462 Crescenta Valley 350/10*

91302 La Crecenta / Calabasas 808 Calabasas 463/0*

91301 Calabasas 469 Calabasas

91372 Calabasas 3 Calabasas

91303 Canoga Park 3.131 Canoga Park/West Hills 252/8*

91304 Canoga Park / West Hills 3,494 Canoga Park/West Hills

91307 West Hills 2,099 Canoga Park/West Hills

91306 Winnetka 2,740 Winnetka 72/0*

91311 Chatsworth 5,081 Chatsworth/Porter Ranch 300/0*

91316 Encino 3,754 Encino 450/75*

91436 Encino 4,685 Encino

91324 Northridge 3,999 North Valley Regional 500/0*

91325 Northridge 2,680

91326 Northridge 2,175

91331 Pacoima 4,867

91335 Reseda 5,575 Greater San Fernando Valley

91340 San Fernando 838 San Fernando 65/0*

91342 Sylmar 4,347

91343 North Hills 3,379

91344 Granada Hills 4,089 Granada Hills 250/50*

91345 Mission Hills 1,326

91352 Sun Valley 4,180 Sun Valley Area 125/200*

91356 Tarzana 4,779 Woodland Hills-Tarzana

91364 Woodland Hills 4,936 Woodland Hills-Tarzana 724/0*

91367 Woodland Hills 4,653 Woodland Hills-Tarzana

91401 Van Nuys 4,607 Greater San Fernando Valley

91405 Van Nuys 4,118 Greater San Fernando Valley

91406 Van Nuys 5,566 Greater San Fernando Valley 400/1*

91411 Van Nuys 2,799 Greater San Fernando Valley

91402 Panorama City 3,926

91413 Sherman Oaks 5

91403 Sherman Oaks 4,786 Sherman Oaks 250/0*

91601 North Hollywood 4,398

91602 North Hollywood 2,664

91604 Studio City 5,365 Studio City 275/0*

91605 North Hollywood 5,224

91606 North Hollywood 3,659 Universal City North Hollywood 200/0*

91607 Valley Village 3,424

91608 Universal City 147

Combined Total 134,309

The source for the information above is the City of L.A. Tax Compliance Dept. The totals shown include businessesthat may not have followed protocol in reporting they are no longer in operation. These numbers reflect all activeaccounts that have applied and received business licenses, including home-based businesses.

*Number of paid/unpaid chamber members according to data published by SFVBJ 2010 Book of Lists

Registered Businesses by Community Zip Code

Population by Region:

Northwest Valley 276,125

Northeast Valley 387,383

Southwest Valley 232,714

Southcentral Valley 275,417

Southeast Valley 327,928

WEST VALLEY NEWS AREAS OF COVERAGE

Community Population

Calabasas 23,644

Canoga Park 44,254

Chatsworth 41,379

Reseda 64,020

Tarzana 34,714

West Hills 42,405

Winnetka 50.594

Woodland Hills 70,541

http://www.csun.edu/sfverc/Data/2004popbyage.html

ARE CHAMBERS OF COMMERCE STILL RELEVANT?By Ed Crowe, Publisher West Valley News

This publication believes THEY ARE—with theproper adjustments to remain relevant and competitivewith other service organizations.

Some businesses think the chambers are archaic,dying dinosaurs, but they still call to ask for a ribboncutting ceremony to celebrate a grand opening orrequest assistance in helping organize a community-

building event. Perhaps a better job needs to be doneto communicate the value and benefits of chamber ofcommerce membership.

According to the City of L.A. Tax ComplianceDepart., there are more than 134,000 small businessesregistered in the San Fernando Valley. The totalincludes home-based small businesses.

The U.S. Census Bureau found that more than half(51.6 percent) of all businesses that responded to

the 2007 Survey of Business Owners (SBO) wereoperated primarily from someone’s home.

The 51.6 percent can easily apply to the SanFernando Valley—with adjustments made for thepast five years— about 60-70 percent of existingbusinesses fall into the 1-4 employee category withless than $500,000 in gross receipts. A good numberof these probably are home-based businesses.

Nationally, the Census SBO found only 6.9 percentof home-based businesses had $250,000 or morein receipts, while 57.1 percent of home-basedbusinesses brought in less than $25,000. About23.8 percent of employer respondent businesses and62.9 percent of nonemployer respondent businesseswere home-based.

Not all businesses want to be members of a localchamber of commerce. Even if you take away halfof the 134,000 existing businesses, the number thatremains represents a great opportunity for growthfor all chambers. See table of businesses by zip codehere compared to number of chamber members.

On average less than ten percent of registeredbusinesses are members of Valley-based chambers.One can only speculate why. Is it because there isno perception of value or simply, business ownersdon’t have enough information about chambers.

The number one reason business owners join achamber of commerce is to get more business. Arechambers doing their job? Surely most are but onlya small number of people know about it. Chambersneed to change that discrepancy and soon.

What is a Chamber of Commerce

The Chamber of Commerce, aside from paid staff,is a voluntary organization that is made up of localbusiness owners and individuals who work togetherto advance the financial, commercial, and civicinterests of the communities they serve.

Chamber members are business advocates, publicrelations advisors and legislative representativeswho stay up to date on city, county, state and nationallevels of government and work to promote the mostbeneficial environment for growing and thrivingbusinesses. The Chamber serves as an informationbureau, a research and promotion resource, and arepresentation of the community. The Chamber is the“front door” to the community, a welcome greetingto newcomers and visitors and a valuable resourceto its members.

As any organization that provides these kind ofservices, chambers need resources and a staff tomanage administrative tasks and everything elsechambers are expected to do.

Knowing the Numbers

For local chambers to increase membership andmove towards financial stability, they need to analyzethe structure of their membership rosters in order toidentify the type of members they have. Based onresearch conducted at a local chamber, during theprocess of formulating a workable marketing plan,the following categories were identified:

Core Member: the most stable, loyal andpermanent group of businesses in the communitythat provide continuous membership support and asolid financial base (dues) for the Chamber.

See Knowing the Numbers on Page 6

Job Seekers: Don’t Give Up!by Jason A. Bivins - Great Hire Inc.

While it’s true that the unemployment rate inCalifornia remains high, (about 10.8% at last check)let not your heart be troubled! There are a lot of jobsto be had, especially in the San Fernando Valley.As of the writing of this article, Careerbuilder.comalone has a list of 7,900 jobs open within 25 miles ofChatsworth. Here are a few ‘inside baseball’ tips frommyself, a veteran human resources professional:

Do: Use your personal network

If you are out of work you need to swallow yourpride and tell everyone you know that you are lookingfor work. Recruiters love to hire people based on areferral from a friend or an existing employee. The oldcliché ‘it’s not what you know, it’s who you know’ isstill true today. All of your Facebook and Twitterfriends should know you are looking for work.Providing for yourself and your family is far moreimportant than worrying ‘what will my friends think.’

Do: Write a cover letter

Most recruiters get dozens, of emails and faxes fora given position. A custom letter describing yourqualifications in this job gets your resume to the topof my pile every time. Also, the cover letter is whereyou are going to explain your gap in employment tome. Many recruiters are starting to understand thanpeople are going to have gaps from their last job uptill the present time due to the poor labor market,however, you need to address it up-front or we willpass over your resume.

Do: Write a 2 page resume if necessary

If your qualifications truly are extensive it’s ok towrite about them. If you have applicable schooling orapplicable job experience write about them in detail,but do not go overboard. 2 pages is acceptable, 3pages will likely contain too much filler and we willput it at the bottom of the stack.

Do: Post your resume everywhere!

Most recruiters look at passive job seekers, not justthe people that apply for a given position. Put yourresume in every job website you can, including theState’s CalJobs website (www.caljobs.ca.gov.)

Don’t: Use an immature soundingemail address

I am constantly amazed at the email addressespeople use when sending me their application orresume. Recruiters constantly see variations of‘partyboy’,’ partygirl,’ references to drugs or alcohol,and references to being promiscuous or attractive tothe opposite sex. Don’t do this! Use a boring emailaddress; we are looking for boring and responsiblepeople most of the time. Also, if your Facebook pageis public, don’t post anything on there that mightmake a recruiter think twice. I almost always do asearch on Facebook before bringing someone into interview.

Don’t: Cite your graduation date if it’s goingto give you away as being in your 50’s, 60’setc . . .

This is a brutal truth, but an important onethat I like to share with people. Many recruitersabsolutely age discriminate when scanning throughcandidates. You need to keep in mind that thepurpose of your resume is to get me to contact youand to invite you for an interview. An honorablerecruiter is going to offer you the job if you canarticulate your strengths in an interview regardlessof your age, race, or sexual orientation.

Job seekers: don’t give up! Do whateverit takes to get to the interview stage.

Jason Bivins is an Account Manager for Great HireInc. If you are looking to hire 1 employee or 100employees, or if you have a human resourcesquestion, give him a call: (818) 723-1518.

Tell Jason you read this article in the West ValleyNews Volume 8 Number 8 2012 issue.

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PAGE 4 West Valley News Volume 8 Number 11 2012

United Chambers of CommerceA Coalition of 32 Business Organizations, including 22 Chambersof Commerce representing over 21,000 businesses.

5121 Van Nuys Boulevard, Suite 208Sherman Oaks, CA 91403T 818-981-4491 F 818-981-4256

Build your business while building your community.Join a Chamber of Commerce today.

How does your business benefit by being a memberof your local chamber?

• Opportunities to market your business.• Great networking opportunities and events.• Get involved with local legislative issues.• Meet local business and political activists.• Be involved in a variety of community events.

For a complete list of member chambers,visit www.unitedchambers.org

Agoura/Oak Park/Conejo Valley Chamber(818) 889-3150 | Fax (818) 889-3366info@agourachamber.org

Calabasas Chamber(818) 222-5680 | Fax (818) 222-5690info@calabasaschamber.com

Canoga Park/West Hills Chamber(818) 884-4222 | Fax (818) 884-4604cpwhchamber@bizla.rr.com

Chatsworth/Porter Ranch Chamber(818) 341-2428 | Fax (818) 341-4930bonnee@chatsworthchamber.com

Encino Chamber(818) 789-4711 | Fax (818) 789-2485Diana@encinochamber.org

Granada Hills Chamber(818) 368-3235 | Fax (818) 366-7425ghcoc@verizon.net

Greater San Fernando Valley Chamber(818) 989-0300 | Fax (818) 989-3836nancy@sanfernandovalleychamber.com

Regional Black Chamber818.464.3484 | Fax 818.377.7424RBCCinfo@yahoo.com

Reseda ChamberContact Nancy at (818) 989-0300 for info.nancy@sanfernandovalleychamber.com

SFV Filipino-American Chamber(818) 780-9197 | (818) 902-1554leomaranan@gmail.com

Sherman Oaks Chamber(818) 906-1951 | Fax (818) 783-3100info@ShermanOaksChamber.org

Winnetka Chamber(818) 340-2282 | Fax (818 340-2282secretary@winnetkachamber.com

Woodland Hills/Tarzana Chamber(818) 347-4737 | Fax (818) 347-3321diana@woodlandhillscc.net

Subscribe to the West Valley News

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SHOP LOCAL. CONTRACT LOCAL PROFESSIONAL SERVICES.

This is a Christmas story, one day late.The year was 1955. I was a young reporter working nightshift at the Oakland Tribune on

Christmas Eve, writing a story about a kid dying of leukemia whose last wish was for freshpeaches.

It was winter in America and there were no peaches, but I was working the kind of piecethat would make a sailor weep: a little boy denied his final wish on Earth.

The phone rang. It was the city editor Al Reck. He was calling from home to see howthings were going. They did that in those days, because the city editor was king and the cityroom his kingdom.

It was obvious Reck had belted down a few. He was an alcoholic but only drank at home,never during working hours. He suffered from diabetes and epilepsy and twice had droppedto the floor with grand mal seizures. Booze was the last thing he needed.

But Reck was the boss and he wanted to know what was going on so I told him about theboy and his wish. He listened and then said, “Get the kid his peaches.” When I argued thatthey were out of season and unavailable in this country, he gave me a telephone number tocall in Australia, where they were in season.

Memories dim after half a century, but not this one. The contact in Australia would shipsome peaches but they’d be held up at Oakland International until they could be cleared.I was trying to figure this out when Reck called again.

He listened then said, “Call this number. He’ll clear the peaches.”

It was the home telephone number of the U.S. Secretary of Agriculture. How Reck acquiredall these numbers was a mystery. He seemed to know everyone, and everyone knew him.The Secretary of Agriculture said he would clear the peaches, and say hello to Al for him.

It was almost midnight and about 10 minutes to the final deadline . I was whipping out thestory, leaving it dangling with the hope that the boy would eventually have his wish granted.

Reck called again. He wanted me to send a photographer to the airport to assure that thefruit would be delivered to the hospital where the boy was a patient.

I said, “Al, if I don’t get this story done it will never make the paper.”

There was a moment of silence and then Reck replied in a soft, slurredvoice, “I didn’t say get the story. I said get the kid his peaches.”

The moment defined for me what we were supposed to be, notjournalists pounding out a tear-jerker, but people who cared very muchabout those we were writing about. It was a lesson that continues toresonate.

The boy got his peaches but the story had to wait another day to be published. But in themind of this aging journalist it will never grow old.

Al Martinez is a Pulitzer Prize winning essayist, author of a dozen books,an Emmy-nominated creator of prime time television shows, a travelwriter, humorist and general hell-raiser. Try him. He’s addictive.almartinez.org/wordpress

AL MARTINEZ

THE BOYS & GIRLS CLUB OF THE WEST VALLEYEXPANDS WITH THREE ADDITIONAL SCHOOLS;NOW SERVES CHILDREN AT TEN LOCATIONS

CANOGA PARK — The Boys & Girls Club of theWest Valley continues to expand its services andlocations with agreements to offer its after-schoolprograms to the students of Cantara StreetElementary School in Reseda. Additionally,Chatsworth High School in Chatsworth, andCleveland High School in Reseda will now offer theClub’s College Bound program, which helps studentsprepare for college and to plan for their future andto develop the necessary skills for their desiredprofession. Participants are introduced to the processof choosing and applying to universities, as well asfinancial aid and scholarships.

“I’m glad my kids will have the opportunity to havea program that will provide extra enrichment activi-ties,” says the Cantara Street Elementary School’sPrincipal, Melanie Karabedian.

The Boys & Girls Club of the West Valley wasfounded in 1992 as a response to the local need forsafe, healthy, productive activities for youths duringnon-school hours. There are more than 3,100 mem-bers of the Club. Approximately 150 children visit theMain Clubhouse in Canoga Park each day in additionto more than 550 children engaged in after-schoolactivities at the Club’s nine school sites: Blythe,Reseda, Cantara Street, and Topeka Drive ElementarySchools; Hale Charter Academy Middle School;Canoga Park, Chatsworth, and Cleveland HighSchools; and the affordable housing community ofTierra del Sol.

The Boys & Girls Club of the West Valley is locatedat 7245 Remmet Ave., Canoga Park, CA 91303.Tel: 818-610-1054. Website: wvbgc.org.Facebook: www.facebook.com/wvbgc

ADVISORYThefts have been on the rise in the West Valley

area. Here are a few tips to help keep you safe.

• Demand to see identification from anyoneknocking on your door

• Don’t be afraid to ask questions of anyoneknocking on your door

• Look for company vehicles if the person(s)knocking is wearing a uniform (i.e. DWP,Gas, etc.)

• Don’t open your door to talk to someone youdon’t know

• If you are uncomfortable for any reason(i.e. person is wearing a UPS shirt, but thereis no UPS truck) call the police

• Lock your doors and windows at all times, evenif you are leaving your home for a short time

• Write down all serial numbers, identificationnumbers, model numbers etc. on electronics.Having this information allows us to enter theitems into the stolen property system and makesit easier for us to find it.

• Report suspicious persons and all prowlers

• Write down the license plate numbers of anysuspicious vehicles. You know your neighbor-hood best; better than we do.

• Report any vacant or abandon homes

Cyclical Member: the segment of the businesscommunity that can be considered “cyclical,” thosewho value their membership but discontinue theirmemberships because of economic hardship.

Ground-Testing Member: those who will jointhe Chamber to see if they can get any new business.

New Business Member: any startup businessor new branch of a corporate national chain operatingin the community or planning to relocate there.

CHAMBER MEMBERSHIP CATEGORIES

Core 50%Cyclical 15%Ground Testing 15%New Business 20%

AVERAGE ATTRITION RATE

On average chambers lose ±35% of members everyyear due to attrition.

SOURCE OF FUNDS

Membership Dues* 65%Fundraising* 10%Sponsorships/Grants* 25%

*Percentage of operating budget. Can be adjusted as needed.

COMPETITION

Other networking organizations, social media, andChambers from neighboring communities that canattract members from existing base businesses.

STRATEGY

Chambers can do a competitive analysis to seehow their strengths and weaknesses stack up againstother Chambers and networking organizations.Elements such as membership service, membershipdues, value, convenience, reputation, marketing,financial resources, etc. should be reviewed.

ACTION PLAN

The overall goal for chambers of commerce, shouldbe to maintain and increase a membership base thatturns only to them for its membership benefits. Themarketing strategy should focus on retaining thehighest number of core members and engage infundraising community activities that provide themost sponsorship and revenue-producing potential.

Since membership dues need to cover at least 65%of operating expenses and fundraising/sponsorshipsrepresents the other 35%, marketing efforts shouldbe distributed accordingly.

The preceding information is offered as a generalguide for chambers to consider when preparing theirown marketing plan.

With more than 134,000 registered businesses inthe San Fernando Valley, there is growth potential.

For questions about the information above, contactEd Crowe at 818-883-3374.

Knowing the NumbersContinued from Page 3

WORK FROM HOMECOMMISSION-BASEDDISPLAY AD SALESFLEXIBLE HOURSWVN 818.883.3374

Shop Small SaturdayEveryone knows about Black Friday, the hugeshopping day on the Friday after Thanksgivingin which the huge retailers ask you to get upreally early or skip sleep all together so that youcan fight the huge crowds that descend on themalls to get the bargains that they offer

This year Reseda participated in Shop SmallSaturday sponsored by American Express.

ShopRESEDA Discount Cards Available

Have you picked up a ShopRESEDA DiscountCard yet? This free card can save you money atparticipating Reseda businesses! It means thatwhile you support Reseda businesses you canalso be saving on groceries, flowers, clothes,auto repairs, car wash, professional services,coffee, dessert, dinner—you name it, Resedahas it and you can save on it! We have 5,000new cards available but they are going fast! Getyours at a participating business or at the nextReseda Neighborhood Council meeting. Supportlocal businesses through ShopRESEDA!Call 818-419-2513 or email gcarlson@reseda-council.org

TCG APPAREL is extending their Shop Small Saturday savingsthrough the holidays and in 2013 year round.Why not. They have a great selection of inventory for everyone.Stop by and say hello to owners James and Janet Crisman.They have poured their heart and souls into their new shop, rightin the middle of Old Town Center Historical Canoga Park.

21505 Sherman Way, Canoga Park, CA 91303 818.436.2620

TCGAPPAREL.COM

PAGE 6 West Valley News Volume 8 Number 11 2012

Ed Crowe / West Valley News

Other members of the community, friends andfamily of residents of Fairwinds joined in thecelebration. More than one hundred guests werepresent in addition to entertainers, and the greatstaff from Fairwinds.

The USO-themed event was organized byFairwinds West Hills sales advisor LisaO’Laughlin, with help by sales advisor RickWaugh and the enthusiastic staff at this greatleisure care facility in the west valley.

Veteran’s Day at FairwindsContinued from Page 1

West Hills resident Joe Andrews was the MC.The event program included a welcome andrecognition to all veterans present including:Burt Berke, Bob Brown, Ross English, Joe Kane,Leonard Korman, Sherman Root, Frank Spina,Bernard Kramer, and Morris Shankin, who areall residents at Fairwinds West Hills.

A Vietnam veteran, Danny Smith, memberof Wings Over Wendy’s, gave a sampling of“Conversations with Heroes,” a program startedby this group of veterans who want the youngergenerations to know about their war stories. Hetold the audience about one of his experienceswhile he was a young PFC in the jungles of

Vietnam. That experience was published in theArmy’s Stars and Stripes newspaper. A clippingof the article was mailed to his mom. A girl inthe neighborhood was doing a school report.She chose Smith as her hero. “She got an A,”Smith said. He still has the Stars and Stripesarticle encased in a frame. “I was no hero. I wasjust trying to survive. The real heroes are theguys who did not come back.” Smith added ashis final remarks.

The musical part of the entertainment wasperformed by the “Tweetle Lee Dees,” a greatgroup of three female singers who sang populartunes from the 40’s and 50’s. The lively song anddance show had the vets reminiscing about goodold times and enjoying every minute of it. Thecomedians, Willis Turner, Arria and PJ, usedvets-suited material to get the guests roaringwith laughter. The show also had a Texas cowboydressed up in blue coat and red tie, proudlywearing his white Stetson, singing songs thatreached deep into everyone’s patriotic souls.

To bring the event to a glorious end, guestswere treated to a tasty meal. Fairwinds style BBQ.

West Valley News Volume 8 Number 11 2012 PAGE 7

West Hills 25th Anniversary Pole Banners

ANOTHER PROJECT BYCROWE MARKETING DESIGN

ADVERTISING DESIGN | CORPORATE ID | MARKETING COMMUNICATIONS | SOCIAL MEDIA 818.883.3374

www.crowemarketingdesign.com

Call Lisa or Rick!

SHOP LOCAL. CONTRACT LOCAL PROFESSIONAL SERVICES.24/7 ONLINE BUSINESS BY REFERRAL AT WW.WESTVALLEYNEWS-SFV.COM

Ed Crowe / West Valley News

DIA DE LOS MUERTOS FESTIVAL 11.04.12

PAGE 8 West Valley News Volume 8 Number 11 2012

FROM COUNCILMEMBER ENGLANDER’S E-NEWS

Opposition to Proposed CommercialTrash Hauling Franchise SystemI voted NO this week on a proposal to create a new system of 11 exclusive

franchise areas for trash pickup service from commercial properties and largeapartment buildings in the City of Los Angeles.

Currently, commercial properties and apartment and condo buildings areserved by dozens of different private trash hauling companies. I believe theexclusive franchise proposal will be anti-competitive and business unfriendly.

It could hurt small local companies who have been hauling the City's trash forgenerations. Many of them could be put out of business because they are too

small to compete with larger companies under the franchise system.

I am also concerned about the bottom line for businesses that may have to pay more but still receive lesstrash hauling service. Many businesses could also be stuck with a "one-size-fits all" service while theiroperations require customization. That could impact hospitals.

There is also the danger that higher trash fees would be passed through to and result in higher rents forfamilies living in apartment buildings.

The new program would not take effect until 2016 or later, and would not apply to single-family homes orapartment or condo buildings with four units or less, since those buildings have their trash hauled by City staff.

PALS Holiday Toy Drive for KidsJoin us in helping to ensure that at-risk kids in our community can have holiday gifts by donating to the

Devonshire PALS (Police Activity League) Youth Center Toy Drive.

You can drop off new, unwrapped toys, books or gift cards to our Community Service Center in Chatsworth,at Devonshire Community Police Station, or at the Devonshire PALS Youth Center. The toy give-away is onSaturday, Dec. 15, and you can drop off donations directly at the PALS Youth Center in Northridge untilThursday, Dec. 13.Drop Off Locations

Council District 12 Community Service Center / 9207 Oakdale Ave., Chatsworth / 9:00 am to 5:00 pm / Monday - Friday

PALS Youth Center / 8721 Wilbur Ave., Northridge / 9:00 am to 6:00 pm / Monday - Thursday

Devonshire Community Police Station / 10250 Etiwanda Ave. (at Devonshire St.) / Northridge

All donated gifts go to kids who participate in PALS programs. PALS offers valuable after-school programs,including sports, education, and mentoring with LAPD Officers to give at-risk youth in our community positivealternatives to crime, gangs and drugs. To learn more about Devonshire PALS, visit www.devonshire-pals.org.

MESSAGE FROM WASHINGTON

Congressman Brad Sherman Wins by 21 PointsCongressman Brad Sherman won the race to represent California's

new 30th Congressional District by a margin of 21%.

The final results are as follows: Sherman: 60.5%, Berman: 39.5%.

“Our internal polling was spot on, and showed why we won this race,”said Scott Abrams, Sherman’s campaign manager. "Valley voters started

with a high opinion of both candidates and continued those strong favorabilities right through theend. At the beginning of the race the areas in Sherman’s old district, Berman’s old district, and theregions not represented by either one, had different views of the candidates. By the end of the racethese regional differences were slight, and both candidates were regarded similarly in all the areasof the district. In the end, the voters didn’t care about style, but sided with Sherman on the threepublic policy issues that most differentiated the candidates:

• Voters agreed with Sherman that we should have robust, expanding trade, but that trade shouldbe fair and balanced. They rejected the so-called free trade agreements that have markedAmerican policy over the last two decades.

• They agreed with Sherman’s emphasis on fighting to preserve Valley home values, helping homebuyers get financing, and helping Valley homeowners refinance at low interest rates.

• They agreed with Sherman’s leading role in opposing the $700 billion TARP bailout of WallStreet, and forcing changes in the TARP program."

Congressman Sherman said, “Neither Howard Berman or I wanted this contest. The vast majorityof voters would prefer to have both of us working for them in Washington. Howard Berman has donemuch to preserve the Santa Monica Mountains, improve Hansen Dam, and fight for our local enter-tainment industry. He wrote the bill that helps farm workers organize, and the False Claims ActAmendments which saved the federal government billions of dollars. For forty years he has servedour state and country, and his long service on the Foreign Affairs Committee, particularly as itsformer Chairman, benefitted the entire world. Of particular note were his efforts to strengthen theUS-Israel relationship, and his leadership in the global fight against HIV/AIDS.”

Congressman Sherman was first elected to Congress in 1996. In January, Sherman will be enteringhis 9th term in Congress and will hold more seniority on the House Foreign Affairs Committee thanany other Democratic voting member of Congress.

FROM COUNCILMEMBER ZINE’S WEEKLY UPDATE

LA River Improvement Projects CelebratedNearly 18 months after ground was broken on this vital and visionary community project, several luminaries

including Mayor Antonio Villaraigosa and Councilman Dennis P. Zine gathered on the newly completed bikepath adjacent to the recently widened and resurfaced Tampa Avenue Bridge to participate in the official ribboncutting for the Los Angeles River Greenway Project.

The bikeway is but one phase of a larger implemen-tation project of the Los Angeles River RevitalizationMaster Plan designed to maintain and enhance recre-ational opportunities and the overall quality of lifealong the LA River. The Master Plan was adopted bythe City Council in 2007.

Interestingly enough, the inspiration for this projectthat emphasizes making Los Angeles more pedestrianand cyclist friendly, was a 2002 Los Angeles Timesarticle that called for unobstructed walking paths forAngelenos— almost 10 years ago to the day!

Also included in the program were Gary Lee Moore,Engineer for the City of Los Angeles, and Kevin Taylor,Chair of the Reseda Neighborhood Council. Scores ofCD3 constituents and merchants, whose businesseshappen to abut this section of the river, turned out tojoin in this landmark occasion.

The 2nd phase of this historic project will extendfrom the Winnetka Bridge into Canoga Park tothe actual headwaters of the LA River; the naturalconvergence of the Arroyo Calabasas (also known asCalabasas Creek) and the Bull Creek Tributaries.

In the spirit of connecting communities and reducing our carbon footprint, Councilman Zine is also seekingfunding under the MTA 2013 Call for Projects ($2.5M) that would add additional bikeway paths from Vanaldento the Sepulveda Basin. Funding for this segment would ensure that the entire LA River has bicycle path extend-ing through CD3 and the West Valley, creating a continuous bike path all the way to downtown Los Angeles.

A WORD FROM OUR ELECTED OFFICIALS

FROM ASSEMBLYMEMBER BLUMENFIELD’S E-NEWS

Returning the State to Fiscal StabilityAs chair of the Assembly Budget Committee, I have made it my number one

priority to return the state to fiscal stability. It has not been easy, but we havemade great strides toward achieving this goal. We have made painful cuts toprograms throughout state government, and we have had to reduce servicesto many people who rely on the state for assistance. But these actions, whiledifficult to take, have pulled the state out of chronic deficits, and well on thepath to fiscal stability.

I recently received a letter from State Treasurer Bill Lockyer in which he saidhe had just completed one of the State's most successful general obligation

bond sales in recent memory, in which demand for California bonds was very high, signaling renewedconfidence in the State by investors and the public, and saving the State millions of dollars on its borrowingcosts. He went on to say “As a result of the difficult, but wise decisions you have made, California now standson firmer fiscal ground. Instead of double-digit deficits, we can no project State Budget surpluses through2014-15. And the State is on track to reduce the “wall of debt” by 70% by the end of 2015-16.” He wrote thisletter even before Proposition 30 was passed by the people!

Neighborhood Councils and Sidewalk RepairsThroughout the fall, I had the pleasure of meeting with many of our Neighborhood Councils including

Northridge, Woodland Hills, Winnetka, Tarzana and Encino. The dedicated men and women running thesecouncils perform a great service to the community by organizing and engaging people in local issues thatimpact us.

I gave each Council an update on what was happening in Sacramento and enjoyed a dialog about futureissues. Also, I was given the privilege of swearing in newly elected Council members.

In addition, I shared with the Neighborhood Councils the news that I will be introducing state legislation toprohibit cities from charging property owners for the cost of sidewalk repairs. Across the Valley, our streets are

plagued with badly cracked sidewalks—usually dueto tree roots bursting up through the surface—that area danger to pedestrians, bicyclists and skateboarders.

It has always been the responsibility of the city torepair the sidewalks at no cost to the homeowners,and I believe it should stay that way. But recently, aproposal to pass the cost on to adjacent propertyowners is being seriously considered. I believe this isa terrible idea, and will move forward with legislationto block it.

Two years ago, thousands of people in the Valleyhelped pass legislation I authored to help the cityrid our streets of mobile billboards by showing theirsupport. Working together in a similar fashion, Ibelieve we can succeed in passing a bill to preventthe cost of sidewalk repairs from being passed onto property owners.

On a separate note, even if commercial property owners arewilling to make improvements to the sidewalk, at their ownexpense, in front of their buildings, delays in obtainingrequired permits from the Department of Publics Works canprolong the initiation of the work. The City has done awaywith a list of pre-approved materials causing extensive delays.

Ed Crowe / West Valley News

West Valley News Volume 8 Number 11 2012 PAGE 9

Business Education/Workshops

Seminars for Starting, Running, and Growing Your BusinessTopics range from the most basic start-up to sophisticated technical and management trainings.

Pre-registration is required. Seating is limited. Advance payment, where applicable, reserves your seat.Please call us at (661) 362-5900 or email us at sbdc@canyons.edu to register. Online registration is availablefor some classes. Please visit our website at www.cocsbdc.org for the latest information.

Monster Marketing MistakesYes, it is almost certainly true—you are making mistakes when marketing your business products and servic-

es. Come prepared to listen, learn and discuss what you can and should do to fix those mistakes. Bring yourbusiness cards, flyers and a link to your website to have them challenged by your peers and a 35 year expertmarketing executive who has already helped more than 400 clients just like you! This event can make a power-ful and profitable difference for your business, whether you are an experienced pro or just getting started.Limited to 30 attendees so register early.Register online at: http://tinyurl.com/MonsterMarketingMistakes111512Date: Thursday, November 15 Time: 10 am – 1 pm (Call for 2013 dates)Cost: FREELocation: Premier America Credit Union, 1st Floor Training Room, 19867 Prairie St., Chatsworth 91311

Trade Finance & InsuranceThis workshop is being held in conjunction with the Port of LA’s Trade Connect Program with experts from

the U.S. Small Business Administration and Export-Import Bank of the US.Topics will include:• How to obtain working capital to finance export orders• How to specify the most efficient and safe Export Letters of Credit from your buyers• Currency Exchange Futures to protect the value of your sales price• Pros and cons of securing payment against release of documents or cargo• Pros and cons of factoring• How to ensure payment and protect your international receivables with a trade insurance policyRegister online at: http://tinyurl.com/Trade-Finance-and-Insur-112812Date: Wednesday, November 28 Time: 8:30 am – 11:30 am (Call for 2013 dates)Cost: FREE + $2 parking fee (kiosk located in lot 14)Location: COC University Center, Room 107, 26455 Rockwell Canyon Road, Santa Clarita 91355

Effective MarketingCome prepared to listen, learn and discuss how Marketing is like washing dishes! This energetic workshop

will help you review what you have been doing; analyze what is working and what has not and what to do aboutit. Learn proven ways to grow your business with low cost, targeted advertising and marketing that works froma marketing and sales expert with more than 35 years of successful business experience. We begin with apresentation of how to create and execute a marketing and selling program and then it is your turn – you askthe questions about your business situation and get answers that are customized to your business situation.Ideal for both existing business owners and those just getting started.

Date: Thursday, December 13 Time: 10 am – 1 pm (Call for 2013 dates)

Cost: $35

Location: Premier America Credit Union, 1st Floor Training Room, 19867 Prairie St., Chatsworth 91311

VEDC Calendar Listings for December 2012

SAN FERNANDO VALLEY SMALL BUSINESS WORKSHOPSFor information about more classes or to RSVP, call (661) 362-5900 or email sbdc@canyons.edu to register.

HELPING ENTREPRENEURS SUCCESSFULLY START, BUILD AND GROW THEIR BUSINESSMonday, December 3Tax Tips for Small BusinessVEDC* 5:30pm - 7:30pmFREE

Tuesday, December 4Tax Tips for Small Business5:30pm - 7:30pmVEDCLos Angeles Business Source Center – West Valley,18645 Sherman Way, Suite 114, Reseda, CA 91335FREEContact: 818-705-9977 or abanuelos@vedc.org

Tuesday, December 4Entrepreneurial Training Program Series –Week 7 of 8VEDC* 6:00pm – 8:30pmFREE

Wednesday, December 5Business Plan EssentialsVEDC* 6:00pm – 8:00pmFREE

Thursday, December 6Start Up Do’s & Don’tsVEDC* 6:00pm – 8:00pmFREE

Thursday, December 6Tax Tips for Small Business9:00am – 11:00amVEDCLos Angeles Business Source Center – North Valley,13172 Van Nuys Blvd., Pacoima, CA 91331FREEContact: 818-834-0577 or lflores@vedc.org

Monday, December 10Financial Projections & Ratio Analysisfor Small BusinessVEDC* 5:30pm - 7:30pmFREE

Tuesday, December 11Entrepreneurial Training Program Series –Week 8 of 8VEDC* 6:00pm – 8:30pmFREE

Tuesday, December 11Financial Projections & Ratio Analysisfor Small Business5:30pm - 7:30pmVEDCLos Angeles Business Source Center – West Valley,18645 Sherman Way, Suite 114, Reseda, CA 91335FREEContact: 818-705-9977 or abanuelos@vedc.org

Tuesday, December 11All About Business Loans8:30am – 10:30amVEDCLos Angeles Business Source Center – North Valley,13172 Van Nuys Blvd., Pacoima, CA 91331FREEContact: 818-834-0577 or lflores@vedc.org

Wednesday, December 12Market ResearchVEDC* 6:00pm – 8:00pmFREE

Wednesday, December 12Sales & MarketingVEDC* 6:00pm – 8:00pmFREE

Wednesday, December 12All About Business LoansVEDC* 4:30pm – 6:00pmFREE

Thursday, December 13E-Commerce Tools for Online BusinessVEDC* 6:00pm – 8:00pmFREE

Thursday, December 13QuickBooksVEDC* 6:00pm – 8:00pmFREE

Thursday, December 13Financial Projections & Ration Analysis forSmall Business9:00am – 11:00amVEDCLos Angeles Business Source Center – North Valley,13172 Van Nuys Blvd., Pacoima, CA 91331FREEContact: 818-834-0577 or lflores@vedc.org

Saturday, December 15Business Survival in a Bad Economy (MTP)VEDC* 9:00am – 4:00pmFREE

Tuesday, December 18Federal & State Payroll Tax Seminar9:00am - 3:00pmVEDCLos Angeles Business Source Center – West Valley,18645 Sherman Way, Suite 114, Reseda, CA 91335FREEContact: 818-705-9977 or abanuelos@vedc.org

Wednesday, December 19Expanding Your Target MarketVEDC* 6:00pm – 8:00pmFREE

Thursday, December 20VEDC* Accounting & Bookkeeping6:00pm – 8:00pmFREE

*All VEDC workshops at:

VEDC (Valley Economic Development Center)5121 Van Nuys Blvd. 3rd FloorVan Nuys, CACall 818-907-9977 orsend email to fboone@vedc.org

For additional information, visit www.vedc.org

Over 1,000 volunteers gathered on Saturday,November 10th in the communities of Reseda,Winnetka, and Canoga Park in a service projectaimed at improving the quality of life for residentsin the Third Council District. The project was spear-headed by Councilman Zine in conjunction with theDepartment of Public Works, the West Valley Alliance,the Bureau of Sanitation, Iglesia Restauracion Reseda,and Hope Chapel. The groups removed bulky items,graffiti, weeds, and debris from several locations inthe third council district (CD3).

The scope of the project included:

• Sherman Way between De Soto Avenue andDeering Avenue in Canoga Park

• Sherman Way between Winnetka Avenue andDe Soto Avenue in Winnetka

• Vanowen Street between Mason Avenue andDe Soto Avenue in Winnetka

• Cohasset Street between Mason Avenue andOso Avenue in Winnetka

• Sherman Way between Lindley Avenue andWilbur Avenue in Reseda

• Saticoy between Lindley Avenue and Wilbur Avenue in Reseda

• Victory Avenue between Lindley Avenue and Wilbur Avenue in Reseda

• Vanowen Street between Lindley Avenue and Wilbur Avenue in Reseda

After the cleanup, Councilman Dennis Zine presented a certificate of recognition to all of the groups involvedin the event. It is great to see local residents take pride in their community.

2012 Annual Topanga Boosters FundraiserLast Friday, Councilman Zine joined Captain Tom

Brascia, Topanga Booster President Francois Khoury,and the Topanga Booster Board of Directors at theLAPD Topanga Community Police Station Boosters’annual fundraising event. Held at the Hilton ofWoodland Hills, the Topanga Boosters provided goodfood, great drink, wonderful auction items and lots offun for everyone to help support one of the mostactive police stations in the City of Los Angeles, the21st Area Police Station. The Topanga Boosters ismade up of business and community leaders thatorganize to raise funds for the Topanga Station toimprove community services and purchase materials

District-Wide Community Service Project

Alex SoterasContinued from Page 1

Alex as president and Pat as executive director.

Soteras joined the Agoura Chamber in 1989 andwas elected president in 2001, leading the chamberfor nearly a decade.

Soteras was the eldest of three children born toSolon “Sol” and Patricia Soteras. A 1984 graduate ofPepperdine University, Soteras was a mortgage bankerand owned rental property. He served as director ofthe United Chambers of Commerce of the SanFernando Valley and was on the board of directotsof the Las Virgenes Water District.

and equipment not generally supplied by the City ofLos Angeles. For more information about this terrificorganization, please visit www.topangaboosters.org.

About a year ago, Soteras became the primarycaretaker for his elderly father, a former banker andcommunity activist who was a trustee of the CaliforniaState Teachers Retirement System and served astrustee of the L.A. County Board of Investments.

This publication would like to remember him asa long-term advertising supporter, an advocate forbusiness and education, a community partner andactivist, a good friend to those close to him, and adevoted son to his parents.

The small graveside service on Tuesday, Dec. 4 wasattended only by closest family and friends.

Alex Soteras (January 9, 1961-November 24, 2012)

Alex Soteras (center) among students who were the recipients of the first Pat Soteras Scholarship Awards in 2007.Ed Crowe / West Valley News

Ed Crowe / West Valley News

PAGE 10 West Valley News Volume 8 Number 11 2012

Madrid Theatre

Clyde Porter West Valley Playhouse

www.ci.la.ca.us/cad/madridtheatre

__

2012 SEASONPERFORMANCE SHOW CATEGORY DATES

Black Coffee Mystery Feb. 3 – Mar. 4Stage Door Drama Apr. 13 – May 6The Odd Couple Comedy June 1 – June 30Fiddler on the Roof Musical Comedy July 27 – Aug 26The Sneeze Comedy/Drama Sept 21 – Oct 21One of the Old-Time Greats Comedy Nov 16 – Dec 16

Visit our website for abstracts about each show. Show titles subject to change.

www.wvplayhouse.com

Box Office: (818) 884-1907

Community News / Calendar

One of the Old-Time Greats a comedy written by Charles Grodin. Directed by JonBerry. See ad below for complete cast.

Runs Nov. 16 – Dec. 16 Thurs. Fri., Sat. 8:00 pm, Sun. 2:30 pm

Ticket Prices are $27.00 Reg. $25.00 Seniors and Students.

Group Discounts available for 10 or more people. Major Credit Cards Accepted.

Gift Certificates are also available!

Clyde Porter’s West Valley Playhouse 7242 Owensmouth Ave., Canoga Park, CA 91303

__

Adult Education Classes, SFVGet your GED or HS diploma. Upgrade your jobskills. Learn a new trade. Computer Op/repair,parenting, culinary, ServSafe Cert. ESL, construction,healthcare. Evening & Sat. classes. For informationor to enroll, call: Hughes Edu. & Career Ctr. at818-587-4335, El Camino Real Comm. Adult Schoolat 818-610-5600, Canoga Park High School Campusat 818-673-1391, Reseda Adult School at818-758-3700, or visit our website at:http://elcamino-lausd.ca.schoolloop.com

DECEMBER 2012

www.valleycultural.org

"FREE DIVORCE WORKSHOP: EXPERTS ANSWERYOUR QUESTIONS. CALL (818)348-6700.”

WE INVITE YOU TO MAKE EFFECTIVECOMMUNICATION A REALITYIf you ever had to stand up in front of a groupand make a presentation about your business—YOU NEED TOASTMASTERS!

If you ever had to introduce an important person ina public meeting and panic at the thought becauseyou don’t know how—YOU NEED TOASTMASTERS!

If you are involved in your community and need tospeak out about what you are passionate about—YOU NEED TOASTMASTERS!

If you are in a position of leadership and want toimprove your communication skills—YOU NEEDTOASTMASTERS!

Welcome to “Spirit Speaks” Toastmasters

We invite you to attend one of our meetings.No reservation is required, just show up. You won'tbe pressured to speak or join, and there is no cost.Come prepared to enjoy yourself!

Meetings: 1st and 3rd Wednesdays of the monthTime: 6:30 pm to 8:30 pm

TV Motion Picture Fund CenterEducation RoomCalabasas Road at Mulholland Road(Right off the 101 Fwy at Valley Circle)Calabasas, CA 91302

For membership information contact:Ed Crowe VP Public Relations (818) 231-4454

Find theWest Valley News at Nico’s in Canoga Park Ralphs in Calabasas Kaiser Permanente in Woodland Hills

Drive-Thru E-Recycling Dec. 29

Dispose of those old electronic devices the right way—at the Valley Village E-Waste Recycling Event.Bring your recyclable electronics and more to ValleyVillage, 20830 Sherman Way, Winnetka, on Saturday,Dec. 29, from 9 a.m. to 4 p.m. Just pull in the drive-way, proceed around the McVillage building, anddrop off your items before you exit.

You’ll be doing good for the environment as well asfor adults with developmental challenges. New LeafWaste Recycling is partnering with Valley Villagethis event. Proceeds will benefit Valley Villageprograms. The nonprofit provides services for 400clients throughout the Valley in 17 family-stylehomes and three therapeutic day programs.

Products eligible for recycling include:

Computers / Televisions / PrintersPrinter cartridges / Batteries / metalRubber / Paint / And more!

Not allowed: Cans, bottles, paper and plastic.

For more information, contact the Valley VillageDevelopment Department, (818) 587-9450, ext. 120,e-mail info@valleyvillage.org, or visit www.valleyvil-lage.org.

TAFT HIGH SCHOOL API SCORE DISTRICTTOP 20 HIGH SCHOOLS

Los Angeles Unified School District Schools last weekreleased a report on the results of district testing foracademic performance in two categories: AcademicPerformance Index (API) and Adequate YearlyProgress (AYP). The API score for Woodland HillsWilliam H. Taft High School reached an all-time highof 790, which is among the top twenty high schoolsin the district serving over 80,000 students.

API is the state’s accountability measure that reportscontinuous progress and gains in student achieve-ment. The API is calculated using test scores from theCalifornia Standards Tests in English language arts,math grades 2 through 11, science in three grades,and history and social science in three grades. Highschool API scores also include results from theCalifornia High School Exit Exam.

“The 2012 API and AYP data indicates continuedgrowth and achievement for Taft’s students,” saidDelia Estrada, Principal of William H. Taft HighSchool. "It is a testament to the hard work and laser-like focus on instruction and profound collaboration,"Estrada said. "It is the realization of a communitypotential and progress.”

In district schools larger than 1000 students, Taft’s2011-12 school wide growth of 43 points places Taftamongst the top seven comprehensive high schoolcampuses. Of schools that are not magnets or charter,Taft is the #1 High School in LAUSD.

LAPD West Valley PALS Toy Drive

December 1, 2012 – December 21, 2012

Woodland Hills Ice – Outdoor Winter Ice Rink

Located at the Westfield Promenade in WoodlandHills at the corner of Topanga & Erwin

Tel: 818-854-4151

Donate an unwrapped gift to West Valley PALS forChristmas and receive a dollar off admission and afree hot chocolate.

The LAPD West Valley Police Activity LeagueSupporters (PALS) is a nonprofit volunteer charitableorganization helping youth at risk by creating apositive bond between police officers and the youthof the West Valley. PALS provides after school activ-ities including, mentoring, tutoring, educational andrecreational field trips as well as athletic programs.

Ribbit Holiday Faire (Topanga, CA)Saturday & Sunday, 11am–4pm December 15-16th

Santa ClauseChristmas CarolersFood, Gift & Art VendorsFree Hot Chocolate!301 Old Topanga Canyon Rd., Topanga, CA310-455-0800www.ribbittreeandplant.com

Writers Club Announces January Program

The San Fernando Valley Branch of the CaliforniaWriters Club welcomes entertainment attorney KendallT. Jones as the keynote speaker on January 5, 2013at 1:00 pm at the Motion Picture and TelevisionFund Home, located at 23388 Mulholland Drive,Woodland Hills, 91364.

Jones' presentation is titled "Lawyer-Proof YourWriting" and will cover copyright and fair use issues,as well as privacy concerns, writing about publicfigures, and how to base a fictional character on areal person without being sued. A graduate ofVanderbilt Law School and an award-winninginvestigative journalist, Jones has been practicinglaw for more than 17 years and specializes in thefield of entertainment.

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West Valley News Volume 8 Number 11 2012 PAGE 11

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The Theodore Payne Foundation for Wild Flowers and Native Plants,Inc. will be the lead organization in Topanga’s effort to design and createa garden that will be the pride of the western end of the San FernandoValley. The Miller Career and Transition Center, a program of theLos Angeles Unified School District, trains, mentors and preparesnon-college track high school students for a vocation in landscaping.Under the direction of their teacher, students from Miller are alreadyat work preparing the site for the installation of new plants. They willalso participate in the maintenance of the garden.

Topanga Area asks you to join us in this community effort to createa sustainable garden of native plants to demonstrate how a beautifulnative garden can survive in our climate. Here’s how you can help.Topanga Area has divided the property into 21 zones of various sizes.We invite an organization or individual volunteer to take responsibilityfor the maintenance of one or more zones. You may also sponsor anorganization to be responsible for a zone.

Community participants in this project will enjoy the privilege ofworking under the direction of our expert consultant from The TheodorePayne Foundation—an opportunity to learn about sustainable land-scaping with drought-tolerant native species. You will acquire knowl-edge, which you may then apply to the transformation of your ownoutdoor space, whether it is a large yard, a patio or a small balconywith a collection of native container plants. Moreover you will havethe satisfaction of having contributed to a beautiful, environmentallysustainable public garden.

To join in this rewarding project, please contact Sergeant Thomas A.Mason, Topanga Area Community Relations Office, at 818-756-3180or via email topangapolice@lapd.lacity.org.

Very truly yours,

THOMAS P. BRASCIA, Captain

Commanding Officer

Topanga Area

Help Maintain the NATIVES [plants] at Topanga

Lisa Novick

Sergeant Thomas Mason

(Bottom) Susan Kleiner, volunteers and senior lead officers at work.

PAGE 12 West Valley News Volume 8 Number 11 2012

For Advertising Call Ed Crowe 818.883.3374 or visit www.westvalleynews-sfv.com

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©2012 Ed Crowe / West Valley News A view of Warner Center/Woodland Hills/San Fernando Valley from 2,300 feet above.Pilot: Harout Hamassian