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JULY 2012

HENDERSON FRANKLIN CELEBRATES | THE GRAPE EVOLUTION | THE BUZZ

5 ways

TO SAVE ENERGY THIS SUMMER

The BIG

BACKPACK EVENT

BREVA

RESCUED FROM RED TIDE 1

LIFESTYLEMAGAZINEGROUP.COM LIFEST TYLE EMA M GAZ AZ A ZINE NEGRO N GR RO R OU UP. P COM P.COM M | JJULY ULY 20 2012 12 2

Judi Gietzen

Estero Resident & Realtor Committed to the Community Assisting Buyers, Sellers, Investors & International Clients

Member: 2012 WCR Bonita Springs-Estero Chapter President WCR Top Producer Award Recipient 2006, 2008, 2010 & 2011 2012 Estero Chamber of Commerce Membership Chairman Bonita Springs-Estero Board of Realtors & 2012 Board of Director National & Florida Association of Realtors Charter Member: Women’s Executive Golf Association

“Specializing in Estero’s Elite Communities�� ESTATE HOMES, VILLAS & CONDOS

Featured Communities

Mirom Miro romar roma ar Westt Ba Wes We Bay Bay y Grand Grandezz ndezza dezza zz zz The Bro Brook rooks ooks ks Wildcat Run Wildcat Run Ru

Selling Lifestyles, Not ot Just Real al Estate! Estat

%JSFDUt5PMM'SFF www.JudiGietzen.com 2

JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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JULY 2012

from the publisher

4

HAPPY JULY, ESTERO! As we move into the first full month of summer, we can reflect back on the joys of the previous season. School is out and high school and college graduates should be proud of themselves. We are. We wish you all great success in the next stage of your lives. FGCU baseball, softball and the rest of the spring sports had exciting seasons. Our Florida Everblades won the Kelly Cup Championship…on home ice! It was hockey at its best. We congratulate owner Craig Brush, Coach Greg Poss, all the players and the entire Everblades organization. We are in the ‘full swing’ of baseball season and enjoying our favorite teams along with our local favorite, the Ft. Myers Miracle. It’s time for us to relax a little and take pleasure in our favorite summer activities while avoiding the heat. Savoring the Estero ‘lifestyle’ will be a little easier since it is less crowded. We can take advantage of the shops, restaurants and usual tourist destinations at a more leisurely pace. In this issue, read about the heroic rescue of Breva the Manatee who was saved from the dangers of red tide in a local estuary. It was a perfect example of community effort. For wine enthusiasts there are two stories of interest. Where do you stand on the serving temperatures of wine? Interested in a wine trip to Napa Valley? That would be one sure way to enjoy good wine and beat the heat. Looking for things to do and enjoy? Check out our ‘Buzz’ section for a good book, drink, new technology or to find ‘off the beaten path’ destinations. Also find ideas on how to save energy and money this summer. All of us probably know at least

JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

one ‘deadbeat’. Does the phrase “Pocket Pat” sound familiar to you? Learn ways to avoid being on the receiving end of this maneuver. One of our previously featured restaurants, The Grape, is being reinvented. Take a peek at the plans for the new concept that owners Joe and Donna Sofia have for this favorite Coconut Point destination. Congratulations to our friends and advertising partners at Henderson Franklin Attorneys. They are celebrating the 20th anniversary of their annual Employment Law Seminar, HR Law Solutions. Once again I wish to thank our superb group of advertising partners who make it possible for you to receive Estero Lifestyle Magazine each month. Please support them in every way possible. Thank you, our readers, for your support and for taking the time to call or write. I always enjoy hearing from you concerning the things you of

which are interested, your ideas, suggestions and what you enjoy most about the magazine. I wish all of you a safe and happy 4th of July celebration. I was in attendance at the airport in June when 55 veterans and their guardians returned to SW Florida from their Honor Flight trip to Washington D.C. to see their WWII memorial. It was an emotional and proud night for all. If you have the opportunity this holiday, reach out to a veteran of any age and shake their hand and say “thank you”. Until next month… Enjoy the Lifestyle! As always, Enjoy the Lifestyle

TM

Gary

G U A R A N T E E D

visit us online gooddealsappliances.com FORT MYERS | 239-437-9134 14680-4 South Tamiami Trail | Fort Myers, Florida 33912

NAPLES | 239-254-7630 2604 Tamiami Trail North | Naples, Florida 34103 LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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Dive Into Summer With Custom Lasik

Lifestyle

Estero PUBLISHER Gary EDITOR IN CHIEF Brian

Israel Nienkowski

ASSOCIATE EDITOR Danielle

CREATIVE DIRECTOR Melanie

Tarrant

Geronemus Smit

ART DIRECTOR Alexander

Hernandez

MARKETING MANAGER Megan

CUSTOM LASIK SUMMER SPECIAL

500 OFF PER EYE

$

Sadaka

WRITERS

Laura Cummings, Jim Freer, Laura Gates, Kevin Lane, Bruce Turkel PHOTOGRAPHERS

Laura Gates

To schedule Your appointment call

Downtown Photo/Fort Lauderdale,

239.948.7555

Dreamfocus Photography

ADVERTISING SALES Gary Israel Jill Horowitz Rona Levenson Sally Nicholas Beth Tache

LIFESTYLE PUBLICATIONS, LLC

Alexandra Konowal, D.O. Board Certified Ophthalmologist

CHAIRMAN Gary PRESIDENT Jim

Voted The Best Eye Doctor/Eye Surgeon 7 Years Running!

9500 Corkscrew Palm Circle #3, Estero, FL 33928

w w w. D r K o n o w a l . c o m 6

JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Press

Norton

88 NE 5th Avenue, Delray Beach, Florida 33483 239.287.4246 | fax 954.252.4432 www.lifestylemagazinegroup.com Š2012 Estero Lifestyle is published by Lifestyle Publications, LLC, all rights reserved. Estero Lifestyle is a monthly advertising magazine. All contents are protected by copyright and may not be reproduced without written consent from the publisher. The advertiser is solely responsible for ad content and holds publisher harmless from any error.

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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JULY 2012

HENDERSON FRANKLIN CELEBRATES | THE GRAPE EVOLUTION | THE BUZZ

contents JULY 2012

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10 THE BUZZ STYLE 16 Summer Style: Lifestyle’s Summer Backyard Style Selections 18 Travel Style: Napa Valley 22 Energy Style: Lifestyle’s Top 5 Energy Savers

ON THE COVER

30 5 ways

TO SAVE ENERGY THIS SUMMER

The BIG

BACKPACK EVENT

22

HAPPENINGS 26 Henderson Franklin Celebrates 20 years 28 The Big Backpack Event 28 CALENDAR OF EVENTS COVER STORY 30 Breva the Manatee Rescued from Red Tide DINING 36 The Grape Evolution 38 Wine Advice

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SCENE ON SITE 42 Wild About Kids 44 Conservancy of SW Florida 46 Mother-Daughter Look Alike Contest 48 Estero Martial Arts Golf Tournament

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BREVA

RESCUED FROM RED TIDE

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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the buzz

W P

POINTED SHOES

THE WATERBRICK

J

THE JUICE

TECHNOLOGY TECHNOLOGY

WaterBrick Stackable Water Containers and Food Storage Container: 3.5 gallons of liquids or up to 27 pounds of dry foods. They can be stacked and stored with ease and they don’t take up much room. They certainly will come in handy during hurricane season when Florida residents require water and food in case a storm knocks out their power. “If an earthquake, hurricane, winter storm, or other disaster strikes your community, you might not have access to food, water, and electricity for days or even weeks. By taking some time now to store emergency food and water supplies, you can provide for your entire family.”

They’re BACK! Pointed shoes are the rage this summer. Celebrities like Gwyneth Paltrow, Chloe Moretz, Rihanna, Sarah Jessica Parker and Alicia Keys, have worn the fashionable footwear. They come in a variety of styles featuring metallic, neon and floral colors, which make them versatile. So wear them to a summer wedding or a cocktail party and look elegant and sexy.

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

The Juice is so trendy industry trades are gushing. But unless you go online, you can’t quite buy it yet at retail. So unless you are on the Hollywood A-list or Justin Bieber himself you’ll have to wait a few more months before you can run to your local store and buy “The Juice”, a new mix that is fueling Hollywood and soon the nation. Pacific Shore Holdings is the maker of The Juice and it’s gaining steam and currency backstage at all the hot events. Pacific Shore Holdings introduced Energy-X an instant energizing, sugar free chewing gum and the Energy-X, an infused lip balm, and now they’ve got “The Juice,” an energy mix that can be added to virtually any beverage including cocktails and sports drinks. The Juice is essentially flavorless and odorless when mixed into any liquid concoction, making its uses endless. The Juice has zero calories, no carbohydrates, is sugar-free, and is fortified with 70mg of caffeine and nearly a full daily dose of B12, B6, and B3 (Niacin) vitamins per serving. When mixed into your favorite spirits or cocktails, the B-vitamins provide an anti-crash / anti-hangover effect on the body. The Juice is currently touring Hollywood backstage celebrity and VIP events. The Juice made its debut backstage at the sold out Power106 FM Cali Christmas concert this past December, which featured top recording artists Drake, Big Sean and Justin Bieber. It has also had a presence at a Golden Globe Awards celebrity gift suite and will be swinging into Hollywood for some of the hottestVIP parties throughout 2012. For more information and to order online visit www.goenergy-x. com or find it on Facebook.

buzz

LIFESTYLEMAGAZINEGROUP.COM LI LLIF IFEST IF ES E ST S TYLE TY EM EMA MAGAZ MA GA GA AZ ZIIN ZINE INE NE N EG EG GR GRO ROUP. RO UP U P.C P. P.COM COM CO OM | JJULY OM ULY 2 20 2012 012 012 12

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hen we wanted

to upgrade our second home on the beach, we called on the experts at Posh Plum to help. They were able to secure the highest resale value for our furnishings – AND – with the selection of styles they offered in their showroom, we created a fresh new look for our condo!

consign & design 24821 S. Tamiami Trail, Suite 4 239.498.7674

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Bonita Springs, FL 34134

Fax 239.498.0714

www.theposhplum.com

e-mail: consign@theposhplum.com

Go With A Real Estate Expert

& An Agent That Gets Results Joe Pavich, Jr. Broker & Associate

I

f you are looking for a Real Estate Agent that works for your Business, Joe Pavich, Jr is the one you want to work with. He Has a decade of “Full Time” Real estate experience, Multi-Million Dollar Producer, 5 star Award Winner in Customer service and The best marketing plan you will find. Joe also ranked in the Top 10 for gross sales for the Bonita-Estero Board of Realtors in 2009 and Number 2 in 2010.

5 Year Award Star Award Winner In Customer Service By Gulfshore Life Magazine Innovative International Marketing Plan Near a decade of “Full Time” Real Estate Service Honesty, Reliability, Knowledge and Integrity. Ranked #9 In 2009 & #2 In 2010 For Gross Sales In The Bonita/ Estero Board Of Realtor Per The MLS.

Pricing your Home Low and Selling Fast isn’t Joe’s Motto. He would rather market your home properly and get the best price in the Fastest time. Joe doesn’t just list your home in the MLS and hope another agent brings the buyer. He markets your home to the right buyer. And creates the best web presence. Joe’s Website www.joepavichjr.com is ranked on the most traffic searches for Google, Yahoo and Bing and tries new marketing ideas as the come available. Call Joe Pavich, Jr and let him show you the difference. He is Handshake guy, a Family man and his word means everything.

&DOO-RH7RGD\‡www.joepavichjr.com LIFESTYLEMAGAZINEGROUP.COM LIFEST UP.COM | JULY LY 2012

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summer style

Brighten up your backyard with our top summer style selections from frontgate.com

BALEARES BRONZE MODULAR LOUNGER Four richly toned, all-weather wicker pieces and a privacy canopy that blocks the sun make the Five piece Baleares Outdoor Lounger a perfect modular ďŹ t. You can snuggle all the outdoor furniture pieces together for an intimate daybed setting, or let the canopy down and spread the pieces out for a party atmosphere

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

DURACHILL BEVERAGE DISPENSER Our innovative Durachill Beverage Dispenser lets you mingle more and tend to drinks less. Two separate ice chambers, one suspended in the reservoir and a double-walled chamber in the base, keep drinks ice-cold without any dilution or messy condensation.

LUXE EDITION KAI FLOATS Designed exclusively for Frontgate, our Luxe Edition Kai Floats are the ultimate in cushioned comfort in the water or on the deck. Boasting features you won’t find anywhere else, these marine-grade, fade, stain, and mildew resistant Sunbrella® fabric cushions are filled with buoyant foam beads that gently cradle the body while you relax in the water.

USS CHILL FLOATING COOLER Our USS Chill Floating Cooler keeps as many as twelve 12-oz. cans or ten 12-oz. bottles and ice perfectly chilled when floating. Use the cooler on dry land, and load it up with many more. The durable, closed cell foam provides superior insulation for hours of outdoor entertaining.

COPPER FIRE PIT Our estate-quality 40” Copper Fire Pit is stylish and made to resist outdoor elements year-round. Don’t be fooled by the painted, plated versions our competitors offer. Discover how The Frontgate Difference makes our substantial firepit outperform all others.

PINEAPPLE HURRICANE LANTERN Our Pineapple Hurricane is a welcoming symbol of hospitality. When paired with candlelight, it sheds a soft glow during outdoor evenings. Brass caging covers the blown-glass orb, finished with an open, leafy pineapple, cast-aluminum top. LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Got Wine?

HIGH “SIP STYLE” WITH SITINMYSEATS VIP TICKETS & TRAVEL

hile California has several wine-growing regions all over the state, most people who think of the California “wine country” think of Napa Valley. The rolling hills just north and east of San Francisco are home to over 300 wineries and vineyards, such as the well-known and respected Beringer, Raymond, Sterling, Robert Mondavi and Rutherford Hill. At SitInMySeats VIP Tickets & Travel, it seems as though a luxury Napa Valley vacation is always being planned. The destination has remained at the top of the list for luxury travelers and clients who love to discover the wine and culinary treasures of regions worldwide. Why is it so wildly popular? Laura Hildenbrandt of SitInMySeats, says: “Napa Valley is blessed with lavish scenery, luscious wines, amazing restaurants and luxury accommodations at every turn. It is the kind of place you could spend days exploring, yet it’s compact enough that even if you have only an afternoon to break away from San Francisco, you can still get a taste of the wine country and feel like you’ve had an encounter with the finer things in life!” Just an hour’s drive northeast of San Francisco, this beautiful region starts south of Napa and stretches

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about 30 miles north to Calistoga. There are two main routes through the valley. Most visitors take Highway 29, which is a straight shot from Napa to Calistoga, hitting all the big names such as Opus One and Francis Ford Coppola’s Rubicon Estate. But this route can get painfully crowded in summer. So, the travel concierge professionals at SitInMySeats generally suggest that their clients, whether on a self-guided tour or with a private driver, take the “other route.” This route is the Silverado Trail, which avoids the towns, is quieter, and has breathtaking views. Wineries along this long and winding road include Stags’ Leap, (the winery that made the red that beat the French at the famous Paris tasting of 1976) and Darioush, notable for its striking architecture that incorporates references to Persepolis, the capital of ancient Persia. Because the valley is only a few miles wide, you can easily get back to Highway 29 by using the Oakville, Yountville or Rutherford crossroads as you make your way. Recently, Laura designed a vacation to Napa Valley for a couple to celebrate their wedding anniversary. The clients wanted to stay, shop, sip and eat in luxury. They wanted to be pampered and catered to, yet longed for some adventure. The final vacation design included two nights in San Francisco, four nights in Napa, luxury accommodations, a private driver to take them to exclusive tastings, picnic lunches in the middle of the vineyards, a hot air balloon ride with

napa valley

champagne and a scenic bike tour throughout the beautiful valley. Their experience was so amazing and every detail so carefully attended to, the couple returned and immediately enlisted SitInMySeats VIP Tickets & Travel to design another visit within a few months! Inspired by the many clients who make Napa Valley their own, with the help of the professionals at SitInMySeats, Lisa Crawford, owner of the company, has decided to spend her wedding anniversary exploring the region this summer. “Seeing how amazing and extremely personalized a trip to Napa Valley can be has helped me make the decision to take my own vacation there! On my agenda - a lot of spa, sipping, shopping, amazing food and scenery I won’t ever forget!” So, whether you want a break from the big city for a day or want to be fully immersed in the culture of Wine Country California, SitInMySeats VIP Tickets & Travel will design an experience just for you. For more information on Napa Valley or any other travel destination, please contact us at 954-456-0419/ 866-798-7328 or email Lisa at lisa@ sitinmyseats.com. LP

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

3%-2,3 %2)

Pat Darcy Double Hip Replacement Patient

P

Dr. Charles Springer Orthopedic Surgeon

at Darcy lived with constant pain in her legs and hips. When her movements became so restricted that even a short walk caused intense pain, she knew she needed help.

t "QIZTJDJBOEJSFDUFE"MM4UBS5PUBM+PJOU$FOUFS and Spine Center

She turned to Charles Springer, M.D. who replaced both of her hips. Now, Pat is as active as she was 30 years ago, but instead of returning to work, she’s back in the gym, working out with friends. To read more of Pat’s story, please visit www.LeeMemorial.org/caring

t /VSTFT QIZTJDBMUIFSBQJTUTBOEPDDVQBUJPOBM therapists who specialize in the care of joint patients

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www.LeeMemorial.org

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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energy style

Save Energy and Money this Summer Higher energy bills during the summer raise the heat on consumers but you can douse those bills with some energy efficient ingenuity.

Start with these easy tips: Increase your thermostat between 75 and 78 degrees. You can also install a programmable thermostat to adjust temperatures automatically.

1 2 3 4 5

Turn off the ceiling fans in the rooms that you are not using. And pull the shades or close the drapes so the powerful summer sunlight is shut out. If you own a pool run the pump for six hours or less a day. There’s absolutely no reason to keep it running all day long.

Change the filter in your air conditioning unit. Most people forget about it. It’s important to change it once a month, or at the very least clean it so your unit is running efficiently. Reduce indoor heat by running the dishwasher and dryer at night. You can also take advantage of your grill and eliminate the extra heat your oven generates.

Well there you have it, a collection of resourceful tips that are easy to implement. So when the heat starts to rise, you’ll stay cool knowing that you’re doing your part to save energy and money this summer. LP

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happenings

Henderson Franklin Celebrates 20 Years of Providing Legal Education for Employers On March 27, 2012, dressed in tuxedos and evening gowns, Henderson Franklin’s Employment Law Practice Group celebrated the 20th Anniversary of its annual employment law seminar, HR Law & Solutions, at Sanibel Harbour Resort with record-breaking attendance. Over 300 attendees heard presentations on a variety of law topics, including retaliation, workers’ compensation, and immigration, and tested their skills in a lively game of “Employment Law Jeopardy.” Four guests “When I launched this were inducted seminar 20 years ago into Henderson Franklin’s Hall to about 60 attendees, of Fame: Frank I never imagined it S h o r e from would blossom into an P u b l i c Risk event of this magnitude. Management, Pam We are honored that Fairfax, Donnie so many loyal clients, L a u b h e i m e r and Chief Bill professionals, and Lombardo from friends of the firm South Trail Fire look forward to our D e p a r t m e n t . annual event, and I am The Hall of enormously proud of Fame recognizes those who have the product my talented made significant colleagues put forth c o n t r i b u t i o n s each year. We have to the human actually already begun r e s o u r c e planning for 2013!” profession in Southwest Florida, and who have been long-time attendees of the seminar. The day was capped off with a special surprise celebration, when Norman Love of Norman Love

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Confections arrived to present a giant, multi-level chocolate cake. The entire cake -- even the law books and gavel -- was edible! Attendees enjoyed the delicious cake along with a champagne toast. John Potanovic, chair of the seminar and of Henderson Franklin’s Employment Law Practice Group stated “when I launched this seminar 20 years ago to about 60 attendees, I never imagined it would blossom into an event of this magnitude. We are honored that so many loyal clients, professionals, and friends of the firm look forward to our annual event, and I am enormously proud of the product my talented colleagues put forth each year. We have actually already begun planning for 2013!” Henderson Franklin is one of the largest full service law firms between Tampa and Miami with nearly 55 attorneys practicing in the areas of business and tax planning, estate planning and administration, divorce and family law, eminent domain, immigration law, land use and environmental law, commercial and civil litigation, workers’ compensation, employment law and real estate. One of the state’s oldest firms, Henderson

JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Franklin was founded in Fort Myers in 1924 and currently operates offices in Fort Myers, Bonita Springs and Sanibel Island. For more information on Henderson Franklin, please visit www.henlaw.com. LP

VITAMINS t HERBS t ORGANIC FOODS S t NATURAL BEAUTY CARE t GLUTEN FREE FOODS ORGANIC BULK FOODS t HEALTHY PET FOODS & MUCH MORE! Come Visit & Talk To Our Knowledgeable g Staff See Our Large g Selection of Products Experience Our Down-to-Earth h Prices!

Island Park Shopping pp g Center 16520 S. Tamiami Trail South Fort Myers, Fl 33903

239-454-8009 5 Convenient C i t Lee L County C ty Locations to Serve You!

Your Neighborhood g Health Food Store! McGregor Point Shopping Center 15271-7 McGregor Blvd Fort Myers, Fl 33919 239-489-3377

Colonial Crossings Shopping Center 4600-C10 Summerlin Road Fort Myers, Fl 33919 239-939-0990

Coral Pointe Shopping Center 1631 Del Prado Blvd. Cape Coral, Fl 33990 239-574-6333

20% OFF

Regular

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*Sale & Promotional Items Excluded Exp 6/30/12 *One Coupon Per Visit

North Shore Shopping Center 13860-G N. Cleveland Ave. N. Fort Myers, Fl 33903 239-997-6676

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Cat & dog USA selected food, bones and treats Ž›’ꮍȱŒŠȱ›˜˜–’— Onsite dog bakery, cookies, cake and cupcake Daycare (low rate) NO CAGE ™ŠȱœŠ•˜—ǰȱ˜ěŽ›’—ȱ‹Š‘ǰȱ—Š’•œȱŠ—ȱž••ȱ›˜˜–’—

$5.00 OFF any services ˜—ŽȱŒ˜ž™˜—ȱ™Ž›ȱœŽ›Ÿ’ŒŽȱŠ—ȱꛜȱŸ’œ’ȱ˜—•¢ǯȱ¡Œ•žŽȱ—Š’•ȱ›’––’—ǯ

Ph. 239-948-2287 PAW-RADISE PAW R RADISE AD DISE is no now w llocated ocated at;

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www.paw-radise.net

happenings

29 JULY

HARBORSIDE EVENT CENTER 11AM-3PM

The BIG Backpack Event PROVIDING SUPPORT TO MORE THAN 2,500 STUDENTS The Multicultural Centre of Southwest Florida’s “BIG Backpack Event” is a highly anticipated annual event that takes place towards the end of summer in Lee County to celebrate back-to-school and diversity in our community. For the past 12 years the Multicultural Centre of Southwest Florida has been hosting this popular community outreach event that has provided new backpacks and school supplies to over 25,000 students since its inception. The BIG Backpack event will be held this year on Sunday, July 29 from 11 a.m.- 3 p.m. at Harborside Event Center in downtown Fort Myers. The event lends a helping hand to students in need of new school supplies and celebrates the diversity in Southwest Florida. The event draws an estimated crowd of 15,000 people each year, which kicks off the new school year. Although the doors open to begin the event at 11 a.m., the line begins to form around the Harborside Event Center as early at 7 a.m. The first 2,500 students ages 5-12 will receive free backpacks, school supplies,

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

eye exams, haircuts, and giveaways. Parents or guardians must bring their school age children in order to receive the free supplies. Families will also enjoy festivities that include face painting, an inflatable slide & bounce house, clowns, and live multicultural entertainment on the main stage throughout the event. “Every student should start the first day of school with confidence and pride,” says Leonardo Garcia, the founder of the Multicultural Centre of Southwest Florida. He

adds, “The event gets parents and children excited and prepared to go back-to-school.” There is no fee for the event, and all families are welcome to come out and enjoy the fun festivities. Vendors, sponsors, and donations are welcome. 100% of all donations go directly to support students in need. Every $10 donation adopts a student in need and provides them with a new backpack and school supplies. For more information visit www.multiculturalcentre.org LP

JOIN OUR TEAM We are looking for Talented Sales Associates

MAY 2012

VOLVO OCE AN RACE |

IRELAND’S STE AK HOUSE | THE BUZZ

15 Years

CORAL SPRING MUSEUM OF S CELEBRATES ART ANNIVERSAR KEY Y

Discover an amazing opportunity with the MO prestigious Lifestyle Magazine Group. Are & CARSMS you enthusiastic, dynamic and able to work in a fast-paced environment? Are you able to develop long-term relationships focusing on serving client needs? Is sales your thing? Key skills required are self motivation, initiative, creative problem solving, patience and blending aggressiveness with the ability to ask questio ti d questions and listen. Generous compensation offered. Sen Send resume to Jim@LifestyleMagazineGroup.com

APRIL 2012 AMER ICAN CANCE R SOCI ETY BI RTHDAY BALL | SOLIT A | CATALO NIA

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calendar of events

ESTERO EVENTS J U LY 2 0 1 2

HAVE AN EVENT COMING UP? Email us at info@lifestylemagazinegroup.com

JULY 6-AUG 4 PUSS IN BOOTS Broadway Palm Children’s Theatre (239)278-4422 or broadwaypalm.com JULY 7-27 SAND, SURF, SUMMER EXHIBITION Center for the Arts of Bonita Springs (239)495-8989 or artcenterbonita.org JULY 12-AUG 18 CAUGHT IN THE NET Off Broadway Palm Theatre (239)278-4422 or broadwaypalm.com 4TH OF JULY EVENTS 7:15 A.M. FREEDOM 5K RACE Cape Coral Bridge (239)549-6900 or www.capecoralchamber.com 9:00 A.M. BONITA SPRINGS INDEPENDENCE DAY PARADE Rosemary Drive to Riverside Park (239)949-6262 or www.CityofBonitaSprings.org 9:30 A.M. OLD FASHIONED SANIBEL PARADE Begins at Tarpon Bay Road www.sanibel-captiva.org 10:00 A.M. NAPLES FOURTH OF JULY

MARCO ISLAND SAND CASTLE BUILDING CONTEST Marco Island Marriott: Registration at 10 a.m.; judging at 4 p.m. (239)394-0316 or www.kiwanisclubofmarcoisland.org

FORT MYERS BEACH Fort Myers Beach Pier

NOON READING OF THE DECLARATION OF INDEPENDENCE Estero Historical Society at Estero Community Park www.EsteroHistoricalSociety.com

CAPE CORAL Cape Coral Bridge

SANIBEL ROAD RALLY Begins at Timbers Restaurant (239)699-8739 or www. sancapoptimist.org/roadrally 4TH OF JULY AT FORT MYERS BEACH Multiple events in Times Square from noon to dusk www.fortmyersbeachfl.gov 4:00 P.M. BONITA SPRINGS INDEPENDENCE DAY Free festivities at Riverside Park, followed by fireworks (239)949-6262 or www.CityofBonitaSprings.org RED, WHITE & BOOM Free Fun Zone on Cape Coral Parkway, followed by fireworks (239)549-6900 or www.capecoralchamber.com

PARADE Broad Ave. S., Third Street S. and Fifth Ave. S. www.naplesgov.com

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FIREWORKS AT DUSK BONITA SPRINGS Riverside Park

JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

NAPLES Naples City Pier SANIBEL ISLAND Sanibel Causeway

JULY 12 LIVE AT THE PROMENADE: JODI DESALVO, CONCERT PIANIST Promenade at Bonita Bay, 7-9 p.m. (239)495-8989 or artcenterbonita.org

ARTS & ENTERTAINMENT JULY 1-29 ALL SHOOK UP Blackburn Hall, 701 Fifth Ave. S., Naples (239)263-7990 or naplesplayers.org JULY 1-AUG 18 GREASE Broadway Palm Dinner Theatre (239)278-4422 or broadwaypalm.com JULY 17 MOVIE ON THE LAWN: JAWS The Mercato, Naples, at 8 p.m. (239)254-1080 or www. mercatoshops.com JULY 20 MUSIC WALK: KEVIN MAULDIN JAZZ TRIO Sidney & Berne Davis Art Center, 7-11 p.m. (239)333-1933 or sbdac.com JULY 28 BACK TO SCHOOL FASHION SHOW Miromar Outlets, 2 p.m. www.miromaroutlets.com

JULY 7-9 MIRACLE BASEBALL VS. JUPITER Hammond Stadium, Ft. Myers (239)768-4210 or miraclebaseball.com

JULY 26-29 MIRACLE BASEBALL VS. BREVARD COUNTY Hammond Stadium, Ft. Myers (239)768-4210 or miraclebaseball.com

JULY 15-18 MIRACLE BASEBALL VS. DUNEDIN Hammond Stadium, Ft. Myers (239)768-4210 or miraclebaseball.com JULY 20-21 PRO BULL RIDERS TOUR Germain Arena, Estero (800)745-3000 or germainarena.com

SPORTING EVENTS JULY 1-3 MIRACLE BASEBALL VS. ST. LOUIS Hammond Stadium, Ft. Myers (239)768-4210 or miraclebaseball.com

JULY 5 MIRACLE BASEBALL VS. CHARLOTTE Hammond Stadium, Ft. Myers (239)768-4210 or miraclebaseball.com

JULY 23 MIRACLE BASEBALL VS. CHARLOTTE Hammond Stadium, Ft. Myers (239)768-4210 or miraclebaseball.com LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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BREVA THE MANATEE... RESCUED FROM RED TIDE GIVEN TLC…AND RELEASED SUCCESSFULLY

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

It was really touch-and-go when an adult female manatee was rescued on January 24th of this year. She was suffering from ‘red tide’ and thanks in part to two kayakers who found the huge marine mammal upside down in a Bonita estuary, the story had a happy ending! After its rescue by the Florida Fish and Wildlife Conservation Commission (FWC), the manatee was rushed to the Miami Seaquarium. Breva… the name given to the ‘survivor’ by workers at the Miami Seaquarium, was nursed back to health with TLC… tender, loving care! When we say Breva was a survivor, it’s because 16 manatee deaths due to red tide related causes were documented in the area earlier this year. The name the Seaquarium chose, Breva… is taken in part from the scientific name of the Florida red tide organism, which is known as Karenia brevis. A Florida red tide bloom is a higher-than-normal concentration of these microscopic alga. The organism produces a neuro toxin that can affect the central nervous system of marine life, effectively paralyzing the manatee.

When Breva arrived, she was could barely move. In fact, she was so weak, she couldn’t even lift her head. Breva was put in an apparatus to keep her head above water, given antibiotics and monitored by the staff. When she arrived she weighed 670 pounds. When she was released last month, she weighed 880 pounds. The old saying that “... it takes a village to raise a child,” might be a fitting description of the success of rehabilitating Breva. The rescue and release brought together many state and local officials and volunteers. Doug Kollmer of Estero and Nick Hoops of Bonita Springs, both graduates of Florida Gulf Coast University (FGCU), found the injured manatee while kayaking in January. “We noticed what looked like a rock coming out of the water,” Kollmer said. “We paddled over and she was belly up. We thought she was dead.” But as the men paddled around the manatee it started to flip over. “We weren’t going to bring our phones, but we were lucky we did.” Kollmer

“THERE WERE A LOT OF FOLKS THAT WORKED HARD TO MAKE THIS HAPPEN.”

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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said. After phoning FGCU, Doug and Nick stayed with the manatee for an hour keeping boat traffic away. They kept the manatee alive by keeping her head above water with their paddles so that she would not drown and using the paddle to move the manatee every once in a while to make sure it was breathing. The Lee County Sheriff’s office helped tow the manatee to a small boat ramp off Melody Lane in Bonita Springs where FWC biologists could rescue it. The effort to save Breva included officials from FWC, FWC Law Enforcement, FGCU and the Miami Seaquarium. “There were a lot of folks that worked hard to make this happen,” said Denise Boyd of FWC. “It was a huge team effort.” A much heavier and happier Breva traveled back to Bonita Springs last month in a large truck lying on pads and being sprayed with water. It took more than a dozen researchers, officers and volunteers to lift the manatee from the truck and haul her to the water of Estero Bay at the Bay Water Club in Bonita Springs. Once the sling was lowered she slithered under the murky brown water by Bay Water rentals and disappeared. But her story will continue on. James Greco, of FGCU undergraduate admissions videotaped Breva’s journey. “We will use it for admission recruiting,” Greco said. “It’s good stuff to show what we do at the university.” On the day of the release, Jodi Tuzinski, animal care manager at the

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Seaquarium, exclaimed that “… it’s awesome. Anytime we can release one is a great day.” Lauren Pacholec, a biologist with FWC said that everyone was absolutely thrilled Breva made it through. “This is a great success story. It’s the only one rescued from red tide this winter,” Lauren said with a broad smile. With a special acknowledgement to Doug Kollmer and Nick Hoops, Kati Therriault said “… you gave it a fighting chance. This is huge” Kati is a biologist with the FWC. Save the Manatee Club officials say manatees suffering from red tide could have muscle twitches, lack of coordination, labored breathing and an inability to maintain body orientation. They also say that most manatees will recover if rescued in time. So… if you ever come across a manatee that is obviously in trouble, please report it to the FWC’s Wildlife Alert Hotline (888-404-3922). It’s hard not to fall in love with these magnificent sea creatures… and if you or someone you know has an interest, the FWC’s Fish and Wildlife Research Institute offers a variety of manatee internships including positions that work on photo identification and GIS projects in St. Petersburg, as well as positions that assist field stations with manatee rescue, carcass salvage, and research in other areas around the state. Some Fun Facts About The Florida Manatee… The Florida manatee, or sea cow, is a subspecies of the West Indian manatee

and is a large aquatic relative of the elephant. These herbivorous’ diet is mostly marine and freshwater plants, which they spend about six-hours a day eating. They only have molars, which are used to grind food. As they wear down and fall out, they are replaced with new teeth. Manatees can be found in the shallow coastal waters, rivers, and springs of Florida and adjoining states in the winter. Some individuals migrate as far north as the Carolinas or as far west as Louisiana in summer. Manatees have swum as far north as Cape Cod, Massachusetts in recent years! Rarely do they venture into waters that are below 68 degrees Fahrenheit. Grayish brown in color, manatees have thick, wrinkled skin on which there is often a growth of algae. Their front flippers help them steer or sometimes crawl through shallow water. They also have powerful flat tails that help propel them through the water. Despite their small eyes and lack of outer ears, manatees are thought to see and hear quite well. Manatees only breathe through their nostrils, since while they are underwater their mouths are occupied with eating! A manatee’s lungs are 2/3 the length of its body. Well known for their gentle, slow-moving nature, manatees have also been known to body surf or barrel roll when playing. They normally rest and feed often. Manatees communicate by squealing under water to demonstrate fear, stress or excitement.

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Tri County Getaway Package One Bedroom Suite Ocean View, Breakfast Buffet, and Valet Parking Tri County Package: $289.00 per night - 2 night minimum stay - Single or Double Occupancy ÜÜÜ°vœÀ̏>Õ`iÀ`>iLi>V…ÀiÜÀÌ°…ˆÌœ˜°Vœ“ÊUʙx{‡{£{‡ÓÓÓÓÊUÊ"vviÀÊ œ`i\Ê*x 505 North Fort Lauderdale Beach Boulevard | For Lauderdale Offer for Tri-County Florida Residents | Valid From July 1 thru September 30, 2012 | Two Night Minimum Stay Required Rate per night does not include taxes. Based on availability. Must present valid Florida identification.

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

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dining happenings

The Grape Evolution JOE AND DONNA SOFIA OF ESTERO REINVENT THEIR RESTAURANT THE GRAPE INTO A MODERN AMERICAN GEM: THE SOUTH FORK GRILLE. “It has been the longest learning experience....ever,” says Donna Sofia. When she and her husband Joe Sofia opened their wine bar at Coconut Point in 2006 “It will be completely they didn’t expect renovated inside and a recession or out, the colors will the oil spill or be different, we’ll any of the other reconfigure the dining c h a l l e n g e s they faced, but room to seat more through it all people,” Joe says. they persevered. Donna finishes her “ W e never husband’s thoughts: worked harder “The focus will be more in our lives; and on food, but we’ll still now we’re going to completely have dozens of wines c h a n g e by the glass.” e v e r y t h i n g , ” she says with a glance to her husband across the table. They nod in unison with wide smiles. Now that the seven-year franchise agreement with “The Grape” is over,

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the Sofia’s are free to completely reinvent their space into a full service restaurant with cocktails as well as wine. The space has been evolving over the past few years and on this sunny afternoon between greeting regular patrons from a sidewalk table, she and Joe look back over the changes they’ve already made. “The demand was for more and better food and we realized we needed to make some major adjustments.” Two years ago they added a full lunch and dinner menu and the response has been so positive the husband and wife team decided to take the space to the next level. “It will be completely renovated inside and out, the colors will be different, we’ll reconfigure the dining room to seat more people,” Joe says. Donna finishes her husband’s thoughts: “The focus will be more on food, but we’ll still have dozens of wines by the glass.”

JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

The new place will have a new name: The South Fork Grille. It’s a reference to their New York heritage and the Long Island enclave known for world-class cuisine. The Grille’s kitchen is led by chef Colon Campos and he’ll unveil the new menu at a grand opening mid-summer. It will be Modern American cuisine, which can be loosely defined as all the classics with a few multi-cultural gems. In addition to the full bar, Joe says they’ll keep about fifty wines by the glass to hold on to the soul of the wine bar as they evolve into one of Estero’s premiere dining destinations. The sidewalk seating will stay, so the people-watching and neighborhood vibe will continue to add to the experience. “We have had a number of regulars who, over time, have really become good friends. It has been challenging, sure, but it has also been fun,” Donna says as she gets up to greet a friend who’s just gotten back from vacation. “Great to see you! You look great!” And just like that Donna and Joe are back at work. LP

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Lifestyle Magazine is looking to feature some of South Florida’s most pampered pets. Please submit a photo of you & your pet for consideration for an upcoming issue to: dtarrant@lifestylemagazinegroup.com

Serving Breakfast and Lunch Open Daily 7am–3pm Beer &Wine Served #FSOXPPE%SJWFt#POJUB4QSJOHT 'MPSJEB 0ME#FSOXPPE1BSLXBZtPS

wine style

Dare to Dis-Degree BY MONTY AND SARA PREISER

“Drink red wines at room temperature.” How many times have you heard that? For us, we are not only so advised by too many waiters to count, but we see far too many articles recommending the same thing. While it is technically true that a temperature at which a wine should be consumed depends on the type of grape involved, and one’s own preference, wines, by their very nature, are influenced by a number of factors that make them show their best character. One of the prime factors is, indeed, temperature at the time of consumption. So while we may be hesitant to say what is proper, we have no problem in writing about where on the scale a wine will show best. Put very simply (though accurately), when a wine is too cold, the flavors are hidden. When a wine is too warm, it can seem watery, fuelish, or alcohol hot. Naturally, it is unusual for either extreme to reflect what the winemaker desired, what nature intended, or what flavors can be missed. As with most products, only when a wine is experienced in the manner its producer feels is proper can one truly appreciate all that the libation has to offer. For both whites and reds one can confidently say that the more complex the wine, the warmer it should be consumed. For example, big Chardonnays should probably be stored and opened at about 50F, and then allowed to warm on your table as you pour during your meal. Swirling the wine is important, as the movement serves to warm it and to expose the most possible area to oxygen. This leads to the release of many flavors, much like ice cream in one’s mouth gives off more pleasure as it warms before being swallowed.

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A less complex Sauvignon Blanc, on the other hand, should not only be stored at a cooler temperature than the Chard, it should be consumed from an ice bucket. You can enjoy what this grape variety has to give at a lower temperature. As for big reds such as Cabernet Sauvignon, Merlot, or Cabernet Franc, they should be stored and opened at about 60F and, again, allowed to warm on the table as they are being enjoyed. Drinking these at above 68-72F can cause some of those watery and hot problems mentioned above. Pinot Noirs and Zinfandels, on the other hand, can be consumed at a bit cooler temperature (though not iced) and still show their beauty. We feel you have to be confident with your own wine knowledge. More than once have people looked at us quizzically when we iced our red wine to bring the temperature down, and had our white on the table so it would lose its refrigerator chill. But we know what we know, and like what we like. Ultimately, regardless of what writers like us preach, that’s what it’s all about. When properly pouring wine from a purchased bottle, the fill level of the glass should be less than half so the wine can be swirled without spilling. Attorney Monty Preiser and his wife Sara Preiser reside full time in Palm Beach County, and spend

TIP: When properly pouring wine from a purchased bottle, the fill level of the glass should be less than half so the wine can be swirled without spilling.

JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

their summers visiting wineries, studying wines, and judging competitions on the west coast where they have a home in Napa. The Preisers publish the world’s most comprehensive guides to Napa Valley and Sonoma County wineries and restaurants titled, appropriately, The Preiser Key to Napa Valley and The Preiser Key to Sonoma County, in which they write the informational and educational articles. The Preisers co-own Shadowbox Cellars, which produces premium Napa and Sonoma wines. LP

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

3501 Health Center Blvd. Bonita Springs, Florida 34135 www.BCHCFL.com

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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scene on site

Wild About Kids Wildcat Run hosted its “Wild About Kids” charity auction March 30, 2012 at the Golf and Country Club to benefit abused, neglected and at-risk children through the work of the Children’s Advocacy Center of Southwest Florida. Mary Anne Casey & Gina Turkel

Damon Warmack, Joe Taylor & Julie Warmack

Gene and Debi Montenieri, Judi Gietzen & Diane Ahner (Gietzen is platinum sponsor)

Liz Paul, Gary Atkinson & Jill Turner

Christopher & Barbara Eddison with Sue & Bob Magnuson

Bev Somerset & Nancy Bartlett

Kellie Burns, Diane Connell, Jill Turner, Erna Durnwald & Rich Durnwald

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Tom Ryan & Glenn Mahler

Got story ideas Lifestyle Magazines wants to know about y! what’s happening in our community! Please submit story ideas to dtarrant@lifestylemagazinegroup.com

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scene on site Conservancy of Southwest Florida Honors Volunteers The Conservancy of Southwest Florida recently honored their volunteers at a “Volunteer Appreciation” celebration at the Naples Hilton. Over 215 volunteers & their guests attended the event where Award Certificates were presented to the Conservancy of Southwest Florida Volunteer Connection Board and Volunteer Coordinators for the 2011 fiscal year.

Sixteen Conservancy volunteers were honored for achieving 100 hours of service

Carol Talkowski & Joanna Forszniak

JoAnn Johansen presented a $905,705 “check” to Conservancy President Andrew McElwaine

Thirteen Conservancy volunteers received recognition for 500 hours of service in 2011

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Lillian Sciacchitano, Ian Wright & Susan Snyde

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LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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scene on site Mother-Daughter

Look Alike Contest

Miromar Outlets held its Fourth Annual Mother/ Daughter Look-Alike Contest May 12 in honor of Mother’s Day. The top mother/daugther and grandmother/mother/ daughter teams received prize packages from Double Tree Suites, Naples Princess, Barbara B. Mann Performing Arts Hall and Miromar Outlets.

Courtney Venable & Ann Steinbeck

Heather & Kandice Klein

Danielle & Lana Abraham

Susan & Olivia Trader

Carolyn & Faith Embrey

Elizabeth & Esther Marin

Autumn & Lynette Dunn

Chris & Hannah Schowten

Melissa, Natessa & Tosha Bailey

Jordan & Ronna Frazier

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

CLIENTS ARE WORTH MORE THAN THEIR NET WORTH. For more information on our Private Banking services, call us at 305-372-5481. BankUnited, N.A. Member FDIC

bankunited.com LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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scene on site

Estero Martial Arts Golf Tournament Estero Martial Arts & Fitness hosted a golf tournament at The Vines Golf and Country Club May 12. The event benefitted the Passion Foundation, an Estero-based charity which aims to educate children and help prevent skin cancer by erecting shade tents at school playgrounds.

Kevin Potter, Kyle Potter, Ernie Hartlieb & Hank Hartlieb

Ryan Gobiel, Lenny Pohl, Steve Rockey & Les Williams

Scott Mairn, John Lewis, Terry Porter & David Porter

Bill McMaster, Jason Pavich, Pete Leonhardt & Hans Leonhardt

Jim Butcher, Peter Ennis, Phil Simonsen & Mike DeBrino

Alex Jeffrey, Jake Devita, Tony Winnans & Eli Unders

Allison Goldberg, Jeannie Kyser & Linda Potter

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JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

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Breakaway Sports Pub opens at 5:30 before every game. Grab some dinner overlooking the ice! Game Times: WED/FRI 7:30 &| SAT LIFESTYLEMAGAZINEGROUP.COM JULY 7:00 2012

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AND

another thing... THE DEADBEAT BRAND BY BRUCE TURKEL

Have you ever witnessed the Pocket Pat? When done well it’s a thing of beauty. I was invited to lunch by Lloyd. He’s a successful businessman and wired into the goings-on in South Florida. When the bill came, Lloyd made a flourish of snatching the check and announced it was his treat. He examined the charge and reached for his billfold. Lloyd looked up at me with a look of abject horror as he patted each of the pockets in his suit. “I must have left my billfold on my dresser,” he said. “I’m so sorry. It was my treat.” “Was” clearly was the key word. I handed the waiter my credit card. Months later, Lloyd called me to get together for lunch again. Now I might be crazy but I’m not stupid, and I really didn’t relish getting together with him again. After all, fool me once, shame on you. Fool me twice — well, you know what happens then. But Lloyd reminded me that he owed me lunch and it was his treat. He’d be sure to remember his wallet. Okay, so maybe he really did forget his wallet. I forget things all the time. It could happen to anyone. Near the end of the meal, Lloyd answered a call on his cellphone. After listening to the phone his face drained of all color. “Oh my God, I’ll be right there,” he said as he hung up. He mumbled something about an emergency, threw a bill on the table, and ran off. When I looked down, I found a dollar laying there. “He must have meant to leave more,” I thought, “but was clearly distracted. An honest mistake.” I paid the other 27 bucks. Stupidly, I agreed to have lunch with him again a few months later. Not because I wanted to pay a third time, but because I needed to ask him about a particular piece of business. Plus, I figured he’d already exhausted his bag of tricks and wouldn’t dare try to shaft me again. But you know what they say about fighting with a pig. They’ll just pull you down to their level and cover you with mud. Plus, the pig enjoys it. This time I was in a hurry and told Lloyd, who I was now referring to as Pocket Pat that I had a hard stop at 12:50. We picked a cashonly sandwich

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shop near my office. Service was slow and we didn’t get done until almost 1:00, so when the $17 bill came I was really in a hurry. Pocket Pat again made a flourish of pulling out his billfold, but wouldn’t you know it, all he had was a hundred. Well, we could always wait for the waiter to get change (I was now 15 minutes late). I threw a twenty on the table and rushed off. Am I telling you this because I enjoy telling people that I’m a chump? Hardly. As Dov Seidman writes in his book How, “How you do anything is how you do everything,” and needless to say, I’m not the only one Pocket Pat has snookered. And being the gossipy little biatches we are, we talk about it. So Pocket Pat is known around town as a conniving deadbeat. That’s his brand. Brands are created whether you decide to build them carefully and compulsively or do nothing at all. But you only have so much control over what people think of your brand to begin with. If you’re not scrupulously managing your messaging and activities, you’re abdicating responsibility to forces outside your control, many of which are eager to see you fail — or at least laugh at you behind your back. Saab didn’t control their brand. Instead of consistently standing for something emotional and focused they kept searching for meaning. And while Volvo became one of the most profitable European brands in the United States, Saab has been passed from hand to hand and may or may not be out of business by the time you read this. Sarah Palin didn’t control her brand. Given the opportunity to run for one of the most powerful offices in the world, she didn’t prepare for news interviews. Instead she watched her public persona dwindle from superstar to question mark to laughing stock. Sure, she built a name for herself and put some money in the bank, but at what cost? Puerto Rico didn’t control its brand. Once one of the most desirable tropical tourist destinations, years of inconsistent messaging and an island-wide obsession with the Statehood vs. Commonwealth fight eroded the brand so thoroughly that the Dominican Republic has eaten PR’s lunch, fufu and all. Like Pocket Pat, these brands lost market share because their actions were not in lockstep with their messaging and chipped away at their marketability. Quite simply, people don’t buy what you do, they buy who you are. And if the who you are does not present people with a consistent and compelling image of what’s in it for them, they won’t buy at all. Unless it’s lunch. And you’re with Pocket Pat. Bruce is a branding expert who makes his clients’ brand experiences more valuable. He’s worked with great organizations including Discovery Channel, Baptist Health, MetCare, and Miami. He’s spoken at MIT, Harvard, and hundreds of conferences. He’s been on NPR and CNN and featured in The New York Times and Fast Company Magazine. He has published three books on advertising including Building Brand Value. LP

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012

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Estero July 2012