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THE ARTS • Aviara Oaks Middle School: Spring Musical Program Lead teacher: Megan Arias • Buena Vista Elementary School: Art Week Lead teacher: Mary Northridge • Calavera Hills Middle School: The Bully Plays Lead teachers: Judi Stapleton and Teanna Evans

SEE FINALISTS Page 8

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Celebrating another LEGOLAND milestone Chamber a long-time supporter of theme park

The LEGOLAND team has worked with the Carlsbad Chamber of Commerce since before LEGOLAND opened in 1999. ­ Peter Ronchetti, — general manager, LEGOLAND California Resort

A skit and a shower of colorful confetti helped LEGOLAND California Resort open its new 250-room hotel.

Last month, LEGOLAND California Resort celebrated the opening of the largest singleproject expansion in its history — a longawaited 250-room hotel at the entrance of the theme park. Though skies were gray, moods were bright and celebratory. A skit featuring an explorer, a knight and a pirate culminated in colorful confetti raining down on the crowd of spectators, who cheered enthusiastically. In the audience, the Carlsbad Chamber of Commerce was well represented. President and CEO Ted Owen and Board Chairman Carlton Lund were present to mark the occasion, celebrating another chapter in the history of LEGOLAND in Carlsbad, and cementing the long-standing relationship between the Chamber and the theme park, which was named the Chamber’s Large Business of the Decade at the Annual Business Awards. “The LEGOLAND team has worked with the Carlsbad Chamber of Commerce since before LEGOLAND opened in 1999,” LEGOLAND General Manager Peter Ronchetti said after the grand opening ceremony. “We work closely with the Chamber up to this very day. We love working in Carlsbad. It’s a fantastic city for us to grow our business year after year. We wouldn’t want to be anywhere else.” LEGOLAND California Resort is Carlsbad’s seventh largest employers, even without the new jobs added by the hotel.

SEE LEGOLAND Page 8

BUSINESS SPOTLIGHT

Jeff Kassebaum has a passion for his trade Since 1983, Jeff Kassebaum has been photographing families, students and business executives in and around Carlsbad. Whether he’s called to capture the perfect family portrait at the beach (his specialty), a senior portrait outdoors or an effective head shot for an

executive, Kassebaum is known for being able to capture natural, relaxed smiles, even from those who fear standing before the lens. “I started off wanting to be a commercial photographer, but when I started studying photography I discovered that photographing

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Family Portraits at the beach are one of Jeff Kassebaum’s specialties.

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The 2013 Outstanding Educational Program Awards nominees are:

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people was my forte,” said Kassebaum. “I don’t just put you in front of a camera, I talk to you and make you feel comfortable before I start the photo session." His personable and friendly demeanor is combined with impeccable technical skills, which means that he’ll get the right shot. Kassebaum is a Certified Professional Photographer — a designation that only 2 percent of all professionals ever accomplish — and he’s constantly training for new skills to add to his photography arsenal, the most recent of which is taking photos that allow businesses to offer virtual tours on Google maps. Business owners that want to get their businesses noticed on the Internet can now turn to Kassebaum, who is a Google Trusted Photographer, to create a virtual 360-degree rendering of their business. Kassebaum can then publish the photos to the Internet and link them to Google’s street view feature, so that customers can actually "see inside" the business.

Jeff Kassebaum has been a photographer since 1983. So far, Kassebaum has photographed about 25 locations in North County, including The Crossings at Carlsbad, O'Sullivan's Irish Pub, Broken Yolk Cafe and Lomas Santa Fe Country Club among others.

SEE KASSEBAUM Page 8


2

EXPLORING LOCAL

Things to do in and outside of the sun

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All the excitement of racing...indoors K1 Speed started a revolution in indoor karting with its award winning centers, European style racing and professionally designed race tracks. The emission-free electric karts are the best available. They reach speeds of 40 mph — faster than gas karts and without the smog. K1 Speed Carlsbad is the perfect venue for junior and adult racers alike, with its large lobby area, meeting rooms, racing memorabilia and exhilarating indoor racing excitement! K1 Speed Carlsbad will allow novice and veteran drivers to experience an authentic racing atmosphere. The center’s large indoor track features a challenging combination of long straight-aways and hairpin turns, providing racers with a variety of opportunities to test their fortitude. When not racing, there is a spacious lobby, which features a video game area, Pit Café full of refreshments, official racing memorabilia and comfortable seating areas with club-like lighting, large projection screens and plasma televisions to lounge, relax and enjoy!

Life Technologies

Chairman’s Circle

become a member To learn how you can join Chairman’s Circle please contact the Carlsbad Chamber of Commerce at 760.931.8400 www.carlsbad.org

CMYK: C100, M100, Y31, K22 Life Technologies Blue Pantone: 2766C C100, M100, Y31, K22 RGB: R40,2766C G37, B96 Pantone: Life Technologies Gray CMYK: K77 77% Black Pantone: 425C RGB: R95, G96, B98


CARLSBAD BUSINESS JOURNAL MAY 2013

WORDS OF WISDOM TED OWEN

OFFICERS The Lund Team Chairman of the Board AT&T Chair Elect McBride Financial Advisory Immediate Past Chairwoman AKT, LLP Treasurer Life Technologies Corp. Vice Chair of Member Services Howes, Weiler and Associates Vice Chair of Public Policy Poseidon Resources Corp. Vice Chair of Economic Development YourOpsManager

Carlton Lund John Osborne Gina McBride John Lechleiter

President & CEO CARLSBAD CHAMBER OF COMMERCE

Carmen Rene Michael Howes, AICP

Historic quotes for positive thinking

Peter MacLaggan

Vice Chair of Business & Community Development Deb Beddoe

Storrow Law, APC Vice Chair of Strategic Planning Lou Storrow

DIRECTORS Joseph Charest Neil Crapo Mimi Gaffey Lupe Hairston John Hanley Ahmed Haque Tucker Hohenstein Dan Hulen Stephen “Hap” L’Heureux Matt Leonard Gene Manganiello Paul McCormick Trisa Mills Niels Norby Colin Ross Chris Ross Ken Ryan Lara Saab Don Sando Don Schempp Lee Sterling Tim Stripe Michael Uzitas Jim Valentine Francisco Valle

ADVISORY COUNCIL Lola’s 7-Up Mexican Market City of Carlsbad CUSD MiraCosta College NCTD Visit Carlsbad Camp Pendleton

Ofie Escobedo John Coates Suzette Lovely Francisco Rodriguez Ryan Ross Sam Ross Sandy Wilson

STAFF President & CEO Ted Owen Executive Vice President & COO Toni Padron Information Specialist Business Services Manager Vice President, Corporate & Member Relations Director of Communications Military Mentoring Initiative Manager Business Development Manager Director of Sales & Marketing Marketing Specialist Art Director Member Services Manager

Lynn Delanzo Bonnie Hoffman Bev Jorgensen José A. López Madonna May Kristina McMahon Julie Miramontes Scott Peltier Edgar Rodriguez Kathy Steffen

ASSOCIATES Journal Printing Advanced Web Offset

MISSION STATEMENT “The Carlsbad Chamber of Commerce promotes business through member services, educational programs, cooperative partnerships and legislative advocacy that balances economic prosperity with the quality of life.”

CARLSBAD BUSINESS JOURNAL 5934 Priestly Drive • Carlsbad, CA 92008 Ph. (760) 931-8400 • Fx. (760) 931-9153 chamber@carlsbad.org www.carlsbad.org

Published monthly by the Carlsbad Chamber of Commerce. Subscription price is deducted from dues of Chamber members.

INDEX CITY UPDATE................................4 EXPAND YOUR KNOWLEDGE.........4, 5 POLITICAL PULSE.........................5 TECH TALK...................................6

Carlsbad Mayor Pro Tem Mark Packard, Mayor Matt Hall, Chamber Chairman Carlton Lund, Councilwoman Lorraine Wood and Chamber CEO and President Ted Owen at the opening of the LEGOLAND hotel.

Kudos to LEGOLAND hotel and others Lots of kudos this month, so let’s get right to it. First of all, KUDOS to that wonderful new LEGOLAND Hotel. I was at the grand opening ceremony and can report that this is a great addition to the LEGOLAND California Resort. No detail was spared, from the hundreds of minifigures that adorn the check-in lobby (you can see them magnified with the wheels of a bike that moves back and forth along the back of the lobby) to the elevator that blasts disco music and a strobe light for what has to be the funkiest elevator trip ever. More than anything, this is a great addition to Carlsbad, with its added jobs, its boost to the economy and for making our beloved theme park a multi-day destination. KUDOS to Tri-City Medical Center, which has been named one of “100 Great Hospitals in America” by the editors of Becker’s Hospital Review. Tri-City was recognizeed “as an innovator in medical treatments, research, technology and care delivery as well as an anchor of health in the country,” according to a press release. “Tri-City Medical Center continually promotes the value of innovation in healthcare services,” the publication stated. “For instance, this past summer, a Tri-City orthopedic surgeon performed the first vitamin E total knee replacement in San Diego County. Tri-City is also adapting to new delivery models. The hospital’s Accountable Care Organization, North Coast Medical ACO, was the only one in San Diego chosen to participate in the Medicare Shared Savings ACO program in the summer of 2012.” “We’re very proud to be providing our community with the most advanced healthcare procedures and wellness programs,” said Tri-City Medical Center CEO Larry Anderson. “Considering how many hospitals there are across the country, to be

CARLTON LUND

Katz & Associates Wells Fargo RAM Enterprises International Fish Window Cleaning Solatube Global Marketing, Inc. NRG West Colliers International Schubach Aviation Law Offices of Stephen M. L’Heureux Edward Jones Lexus Carlsbad La Costa Resort and Spa TaylorMade Golf Company SD Trophy LEGOLAND California Sylvan Learning Center of Encinitas Waste Management Westfield Strategic Results Group Torrey Pines Bank Carlsbad Sterling/Stone Realtors Grand Pacific Resorts, Inc. Scripps Health SDG&E Tri-City Medical Center

3

CHAMBER

CHAIRMAN’S KUDOS

Chairman of the Board CARLSBAD CHAMBER OF COMMERCE

named to this list is quite special because it includes many of the most prestigious healthcare institutions in the world. Our physicians, nurses and staff work tirelessly, and I am so pleased that their efforts have been recognized with this distinction.” KUDOS to SDG&E, which was recently honored with the a Supply Chain Leadership Award by the U.S. Environmental Protection Agency’s Center for Corporate Climate Leadership for its push for sustainability. According to the center, “SDG&E has demonstrated supply chain leadership both externally and internally. In 2010, SDG&E began including sustainability questions in most of the utility’s high-value Requests for Proposals, and in 2012, the company began to give those questions weight in contract award decision making. SDG&E has also collaborated with suppliers to use more responsible products, including the increased use of waste fly ash in concrete, environmentally friendly utility poles, and right-sized lengths of electrical cable. Internally, SDG&E has engaged employees through measures such as a the establishment of green goals for all supply management staff, implementing a minimum order requirement to reduce packaging and transportation, and Department Sustainability Awards, which recognize notable achievements in supply chain sustainability. SDG&E has developed a mature governance structure for supply chain sustainability, creating

a Supply Chain Manager position to oversee SDG&E’s Supplier Relationship Management and Supply Chain Sustainability programs, a Supply Management Sustainability Team, and a Sustainable Purchasing Policy.” SDG&E has also created a GHG reduction goal, aiming for a 20 percent intensity reduction by 2016 from a 2010 baseline. To meet this goal, SDG&E will continue to invest in renewable energy and end its only remaining contract with a coal-fired power plant. SDG&E has shown commitment to low-carbon energy sources beyond state mandates, growing its contracts for renewable energy from 550 GWh in 2003 to 3,380 GWh in 2011. SDG&E has also continued to make progress on a goal to reduce fleet vehicle emissions 15 percent by 2012 compared to a 2007 baseline of 20,179 metric tons of CO2e.” In a related note, and with the recent celebration of Earth Day, KUDOS to all of our Chamber members that go out of their way to embrace sustainability. There’s a lot of notable examples — and our sustainability committee does a great job of highlighting them at the Business is Green Expo and the Green Bus Tour — but I came along a great list of what the La Costa Resort and Spa is doing to reduce its carbon footprint: Recycle - In 2012 alone, La Costa Resort and Spa processed 680,000 pounds of recycled material - much of this success came from understanding what materials are recyclable and how to process them properly. Grow & Eat Local - La Costa chefs have proudly served the freshest cuisine to guests, both by utilizing herbs grown right here on property, and visiting local farmers markets in the area. Composting - In 2012, La Costa Resort prevented 180,000 pounds of food waste from going into the landfills.

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My monthly search for reinforcement of my positive thinking always seems to come around to someone who described success decades or centuries ago but it is still true today. Here are some examples. • Your greatness is measured by your kindness. Your education and intellect by your modesty, Your ignorance is betrayed by your suspicions and prejudices. Your real caliber is measured by the consideration and tolerance you have for others. — Wm. J.H. Boetcker • The higher men climb the longer their working day. And any young man with a streak of idleness in him may better make up his mind at the beginning that mediocrity will be his lot. Without immense, sustained effort he will not climb high. And even though fortune or chance were to lift him high, he would not stay there. For to keep at the top is harder almost than to get there. There are no office hours for leaders. — Cardinal James Gibbons (1834-1921) • Thought, not money, is the real business capital, and if you know absolutely that what you are doing is right, they you are bound to accomplish it. — Harvey Firestone (1868-1938.) • Time is the one thing that can never be retrieved. One may lose and regain a friend; one may lose and regain money; opportunity once spurned may come again; but the hours that are lost in idleness can never be brought back to be used in gainful pursuits. Most careers are made or marred in the hours after supper. C.R. Lawton It always strikes as funny how history plays a key role in our success. By reading and being reinforced by historic successful men and women we every day get reminded that people like the men listed above learned through experience and we only can benefit from their fortune by not reinventing the wheel but just being reminded that their experiences still work today.

VILLAGE FAIRE.............................9-12 MEMBER DIGEST.........................13-16 EDUCATION NEWS.......................17 REAL ESTATE UPDATE...................18 BUSINESS BUZZ...........................19 MEMBER MARKETPLACE..............19

Harvey Firestone


4

CITY UPDATE

WWW.CARLSBAD.ORG

EXPANDING YOUR KNOWLEDGE

CITY NEWS

Director of Community & Economic Development CITY OF CARLSBAD

remaining 90 percent are equally distributed between companies that have been here two to five years, six to 10 years, 11 to 20 years, and more than 20 years. We also wanted to know why businesses choose Carlsbad as their home. We knew that climate and quality of life would be big reasons, but we were a little surprised by the responses. Thirty-five percent of respondents said that proximity to customers, collaborators and vendors is their top reason for locating here, and a nearly equal amount, 34 percent, said their reason for locating here is that their company’s founders live here. Carlsbad’s quality of life placed third in this category, with one in every six respondents saying that was the reason for locating here. Fourteen percent said the reason is that their firm was spun off from a larger one, or it was purchased by a larger company, and 6 percent cited proximity to a skilled workforce. The survey also indicates that many local businesses have a positive outlook for the future, with 35 percent of those surveyed expecting to grow this year by adding

employees, and 58 percent expecting to maintain the same number. Asked to identify the number one thing that the city could do to improve the local business climate, Carlsbad businesses named no single issue that resonated with at least 10 percent. In fact, the response “nothing needs improvement” scored 10 percent. Some areas of concern for Carlsbad businesses are: • Simplifying the fee, regulation and permitting process. • Improving the downtown Carlsbad Village. • Offering more business programs. It’s encouraging to know that our local business community and the City of Carlsbad are on the same page on these points, because the city has been working on streamlining the permitting process to make it easier and faster for applicants to get approvals. And the city has hired a consultant, Urban Place Consulting Group, to continue revitalization of the Village, which until recently was an official redevelopment district. One thing we did learn from this survey is that businesses that received information from the city’s Economic Development Division were more satisfied with Carlsbad as a place to do business than those that didn’t. We will continue our outreach efforts through periodicals like the Carlsbad Business Journal and our online newsletter along with improving the infrastructure and services at the city to help Carlsbad businesses succeed. As any good manager knows, good service never quits.

Giggle your way to better health Can a laugh a day keep the doctor away? Lisa Collier Cool, author of “Is Laughter the Best Medicine?,” writes that, “Giggling keeps your heart stronger, might lower your blood sugar levels and even enhances your friendships.” Although laughter is not posited as a cure to cancer or other serious illnesses, you can smile your way to less stress. According to research conducted by Michael Miller, director of the Center for Preventive Cardiology at the University of Maryland, people without heart disease laugh more than those with heart disease. Dr. Miller reports, “The ability to laugh may have important implications in the U.S. where heart disease remains the number one killer.”

Merry Medicine

Research shows that laughter can lower blood sugar levels in people with diabetes and promote several other healthful benefits. Laughter

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In our ongoing effort to improve our customer service, the City of Carlsbad commissioned BW Research, a Carlsbad-based company, to conduct a business survey, and the results provide encouraging news for our local business community. BW surveyed more than 200 businesses, and nearly nine out of 10 — 87 percent — said they regard the city as an excellent (39 percent) or good (48 percent) place to do business. Regarding confidence in the City of Carlsbad government, 75 percent of respondents said they were either very confident (25 percent) or somewhat confident (50 percent). And just over one-third (35 percent) think that the Carlsbad business climate is improving, whereas only 6 percent think it is worsening. (The survey has a margin of error of 6.25 percent.) The economy is improving, with 34 percent of companies expecting to add employees over the next 12 months, and only 3 percent expecting to lose employees. This compares well with responses on employment changes over the past three years, when only 24 percent saw growth and 20 percent experienced a decline in employment. Most companies expected to maintain their current space in Carlsbad (85 percent) while some (8 percent) expect to expand. Carlsbad has a strong mix of business, and we also have a larger portion (20 percent) of businesses that are either medium or large (10 employees or more) compared with the state of California as a whole (18 percent). While just more than 8 percent of our businesses have been here two years or less, the

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Survey: Carlsbad businesses are optimistic about future

EXECUTIVE DIRECTOR HOSPICE OF THE NORTH COAST

Yoga groups in San Diego County and around the world combine “intentional laughter” with yoga exercises. Participants believe it’s good for their heart, lungs, digestion, immune system and overall well-being. If you’re still not convinced, how about this: Laughing burns calories – as much as 50 calories for one 10-15 minute session of good-natured guffawing. Now that’s something to smile about! Kaufman can be reached at nkaufman@ hospicenorthcoast.org

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CARLSBAD BUSINESS JOURNAL MAY 2013

Are you selling your business? If so, you don’t want your employees — or your competitors, for that matter — knowing about the sale before it happens. How do you preserve confidentiality? The first time your employees or vendors should hear about the sale is in the meeting with them the day after the business has closed escrow. There will need to be site visits so that prospective buyers can visit the business and “see, touch and feel” in order to determine if it is a good fit. These should be organized outside normal hours, when employees are not around. Some companies require confidentiality agreements to be in place before any specific information is given to a prospective buyer. “When is the best time to inform employees that you are selling your business?” The short answer is that you should wait until the transaction is completed, and there is a good reason for that. Most business owners understand that much of the value of their company is embodied in their employees. Employees make the company possible, and many owners develop a close relationship with some of their staff. Those relationships sometimes lead business owners to want to disclose the potential sale of their business to one or more of their employees. “They deserve to know” is a

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DYLAN MCGRATH

When should you tell your workers that you are selling your business? DOING BUSINESS

BUSINESS SALES CONSULTANTS FIRST CHOICE BUSINESS BROKERS

common refrain. Before you take that step, however, there are other things that should be considered, as they can affect the value of your business. There is an enormous risk in sharing this inside information with employees. Once it is common knowledge that your company is for sale (and it will become common knowledge once employees know), your company loses value: vendors are less likely to sell to you or increase credit limits; customers are less likely to buy for fear of a lack of continuity of the relationship; and employees are less likely to stay. Once the cat is out of the bag, if you are able to get it back in at all, the damage is already done, and it can take years to redevelop the relationships that made your company valuable in the first place. McGrath can be reached at dylan@fcbb.com

5

Cal Chamber unveils ‘job killer’ list While the Carlsbad Chamber of Commerce does not march in lockstep with the California Chamber of Commerce, the two organizations most often fight side-byside on the same job preservation battlefield. That’s why when the state chamber produces a list of what it terms “Job Killers” among proposed state legislation, we are wise to pay attention. Being largely a small business community, we fear, as our “big brother” Chamber does, that the jobs we save may be our own! Thus, it is wise for our members at all levels to spend a little time defending themselves. How? Most simply by making sure they know what can hurt them — and relaying that information in no uncertain terms to their elected representatives in the state legislature — specifically state Sen. Mark Wyland and Assemblyman Rockey Chavez. The good news here is that both gentlemen are strongly aligned with business interests and very supportive. So while it is good to check in with Wyland and Chavez, it is even more important to let those individuals promoting job killing bills know what is on your mind. It is easy to check what’s up by going to www.calchamber.com to read the Job Killer list. You’ll find a link on the home page. Find proposed bills that might specifically have an adverse effect on your business or your employees. You won’t have to look far! Then — and here is the important part — speak up. Our monthly Government Affairs Committee is blessed by the presence of staff representatives of each of our elected officials. They tell us that sounding off can make a difference. And it is easier to do than ever before, not even requiring a

JOE CHAREST

EXPANDING YOUR KNOWLEDGE

POLITICAL PULSE

STAY INFORMED

Past Chairman GOVERNMENT AFFAIRS COMMITTEE

“forever” postage stamp. For example, while Sen. Wyland provides three addresses to access his office, he also gives you a direct email link. That kind of accessibility defines democracy. However, for contentious bills — and to reach a wider legislative audience — consider going back to the California Chamber website and accessing its “Grassroots Action Center.” Here, you can click on a link to legislators sponsoring a bill that you don’t like (or like!) and be given the option of communicating with that person, along with a variety of other elected and state officials. The site does it all for you, including, if you want, sending your letter to local newspapers. Less distasteful than licking an envelope! For those who need a little m o r e inspiration and motivation, here are descriptions of a random sampling of this year’s job killer bills:

•AB 5 (Ammiano; D-San Francisco) Increased Exposure to Frivolous Litigation. Frivolousness should be saved for the weekend! •SB 626 (Beall; D–San Jose) Massive Workers’ Compensation Cost Increase. It would be enough to make you sick of working. •AB 953 (Ammiano; D-San Francisco) Increases CEQA Litigation. This is for those of you who think environmental review doesn’t take long enough! •SB 529 (Leno; D-San Francisco) Disposable Fast-Food Container Ban. Yeah. That’s working so well in Solana Beach. Don’t think because not one of more than 30 job killer bills is sponsored by a Republican legislator that this is a partisan issue. Small business owners come in all flavors, denominations and political persuasions. There’s more, so go ahead and log on. You can read ‘em and weep or you can read ‘em and act. Charest can be reached at jcharest@KatzandAssociates.com

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TECH TALK

WWW.CARLSBAD.ORG

Wooing modern customers Consumers today are more knowledgeable, resourceful and savvy than ever before. The internet and wealth of information available has forever changed the way people make purchase decisions. In 2013, consumers: • Have more information at their fingertips than ever before and expect to find answers to their questions instantaneously. • Expect more from brands and believe less of what they have to say about their products or services. • Trust the opinions shared on the web by complete strangers more than a company brochure or representative. • Feel more comfortable voicing opinions through Social media, enabling consumer voices to travel farther and faster than traditional communications mediums. Companies miss opportunities every day to attract and convert the right customers because they overlook the facts about the way the modern consumer thinks and behaves. Just because a target customer lands on your website, doesn’t mean he is ready to buy. Similarly, just because you are ‘industry experts, ‘ doesn’t mean he wants to fill out the ‘sign up for our newsletter’ form and risk being bombarded by spam. If you want to close more deals and grow your customer base while minimizing acquisition costs, you have to consider the entire consumer purchase cycle. Once you understand the modern consumer’s mindset and behavior, match it with the appropriate message and action steps at the right time. The Modern Customer Purchase Cycle The modern customer passes through 4 fundamental stages when making a purchasing decision:

1. Research It all starts with a question or a problem that may or may not involve your product. Before a consumer even knows or thinks about your brand, she performs research on the Internet that typically begins with Google. Search engines have become the default starting point for most consumers. According to a recent study by Nielsen about consumer purchase decisions, 59 percent of U.S. respondents are somewhat or much more likely to make a purchase a new product after learning about it through active internet research. Recommended Actions: If you are claiming to be an expert in your field, prove it! Create content to address all of the common questions and concerns a customer has pertaining to your product or service. This is the key to awareness or ‘getting found’ on the internet by consumers who aren’t yet familiar with your brand. Provide a wealth of information on your website to demonstrate your expertise. When they find you, whether from Google, an ad, a trade show or event, they will quickly identify you as a trusted resource. Bottom line: This is a key entry point for most companies. The majority of new visitors to a website are still in the research phase and not ready to make a purchase. However, if you do not find a way to capture their information and continue the conversation, you risk losing them forever. Offer them something of value to help them understand the problem and capture their email address in return. Once you have captured a name and email address, you can move them to the next stage.

2. Evaluate Buying Criteria At this point, the consumer knows he has a problem that your product or service might solve. He still needs more information in order to determine the buying criteria for the product or service that will solve his problem.

ADVERTISEMENT

Recommended Action: Now that you have his email address, move him closer to a decision by upping the ante of value you add, but don’t ask for the sale yet. By nurturing your lead and offering your expertise, you are gradually building his trust in you and your company. Bottom Line: This is where most companies go wrong. Marketing sends sales a batch of leads that are either not qualified or not ready. The miscommunication causes sales to contact the prospect prematurely and ask for

ERIN CARPENTER

6

TECH TALK

CEO Hidden Peak Interactive

the sales. The gap in readiness leads to missed opportunities and futile department blame games. Marketing needs to continue ‘working’ the qualified lead until he is sales-ready.

3. Product/Service Selection The consumer now understands his problem, knows what he needs, and is ready to make a purchase. Now, he just needs to carefully decide whose product or service to purchase. Action: This is the time when marketing hands the lead off to sales. You are safe to offer a product demo, assessment, or call. The prospect has spent some time getting to know you by now, even if all via online research and email. He is probably deciding between you and a competitor. At some predetermined point, he will become a salesready lead. Bottom line: Most companies make this move too soon and ask the customer before he is ready. The closer Marketing can bring a qualified lead to the point of purchase, the more success Sales will have in closing the deal. This reduces closing times, lowers acquisition costs and increases overall revenues.

4. Post-Purchase Action Once the prospect has become a customer, what he does or says next depends on his experience once the deal is done. The loyalty factor is a tremendously important and often overlooked piece of business strategy. If a satisfied customer becomes loyal, she tells her network, is more likely to upgrade and/ or buy again, and thus has a higher Lifetime Customer Value. Recommended Action: Just because your prospect is now a customer, doesn’t mean marketing’s job is done. Continue to add value and give him opportunities to spread the word about you. Put measures in place to track the Lifetime Customer Value. Bottom line: It costs much more money to acquire a new customer than retain an existing customer. Given this, an existing customer who is happy saves you money because he buys more of your services and brings in more customers for you by telling his network. A loyal customer can dramatically decrease acquisition costs, thus increasing your overall ROI.

Key Takeaways • Consumers trust what they read, they are hungry to learn and use the internet to find solutions to problems. • There is a progressive sequence to consumer purchases. Don’t ask for the sale before the customer is ready and remember to help them along once they arrive on your website. Too many companies spend money on advertising, send them to the website and then leave them in the dust hoping they will remember them. • An ecstatic customer is like gold. Make your customers love you. Continue the dialog, over deliver, and add value through ongoing service. Customers who love you not only stay customers, but they amplify the value of all of your marketing efforts. The modern consumer is savvy, informed and skeptical of typical brand communications. Focus on building a trusting relationship by nurturing him throughout every stage of the purchase cycle. Integrate this understanding with your inbound marketing plan and actions and you are sure to make a positive impact on your business. Carpenter can be reached at erin@hiddenpeak.net


CARLSBAD BUSINESS JOURNAL MAY 2013

Parents & Business Members we invite you

to

Toast A Teacher Celebrate excellence in education by honoring Carlsbad’s teachers.

Agenda

“a partnersHip edUCation &ticket BUsiness” Show your support forBetWeen Carlsbad Teachers by sponsoring their to the

Outstanding Educational Program Awards Dinner. 100% of your pledge willMay go to help teacher at attend one ceremony of the year that spa recognizes Friday, 17,a2013 LatheCosta resort and at 6 their dedication to teaching excellence. Make a difference TODAY by

p.M.

Toasting A Teacher!

O E P

Toast Teacher Sponsorship Form THEA ARTS

AWARD PRESENTED BY

UTSTANDING

DUCATI NA L

E

ROGRAM ach year, the business A W A R D S

D I N N E R

community comes together

to recognize the best and

brightest academic programs.

Toast a Teacher with the Carlsbad

Yes! I would love to Toast A Teacher by pledging $50.00 I’ll do what I can. I’d love to pledge $_________

Name: ENTREPRENEURIAL School: PROGRAM Home PRESENTED Address: AWARD BY Email: Phone: Total Enclosed $

Check Number:

INNOVATIVE Hurry! Deadline to Make a Difference is April 29, 2010 PROGRAM

make all checks AWARD Please PRESENTED BY payable to: Partners in Education

Please mail this form and your check to:

Carlsbad Chamber of Commerce Attn: Toni Padron 5934 Priestly Drive SCIENCE Carlsbad, CA 92008

PROGRAM

AWARD PRESENTED BY Life Technologies

Chamber of Commerce and its Partners in Education Foundation.

PARTNERS IN EDUCATION SPONSOR

To sponsor a school, purchase a corporate table or for more information, call (760) 931-8400 or visit www.carlsbad.org.

EVENT SPONSOR

CMYK: C100, M100, Y31, K22 Life Technologies Blue Pantone: 2766C C100, M100, Y31, K22 RGB: R40,2766C G37, B96 Pantone: Life Technologies Gray CMYK: K77 77% Black Pantone: 425C RGB: R95, G96, B98

L 3


8

CHAMBER

WWW.CARLSBAD.ORG

FINALISTS ›Continued from Page 1

KASSEBAUM ›Continued from Page 1

ENTREPRENEURIAL PROGRAM

• Calavera Hills Elementary School: The Business of Teaching Lead teacher: Michelle Ward • Calavera Hills Middle School: Math Madness, Inc. Lead teacher: Kirk VanWagoner • La Costa Heights Elementary School: Mission to Innovate Lead teachers: Michelle Giaquinto, Victor Flake, Wendy Bram and Chris Noonan • Poinsettia Elementary: Paws on News Broadcasting Team Lead teachers: Brooke Williamson and Nick Covino

INNOVATIVE PROGRAM

• Aviara Oaks Middle School: Questions Lab 2.0 Lead teacher: Ron Lewis Cordell • Carlsbad High School: Champion Lancers Lead teacher: Rosemary Eshelman • El Camino Creek Elementary School: Twenty First Century Classroom Lead teacher: Linda Cohen • Hope Elementary School: Flat Stanley Goes Global Lead teacher: Syndi Lyon • Jefferson Elementary School: World Language Program Lead Teacher: Laurel Ferreira • Kelly Elementary School: PeaceKeepers Lead teachers: Cindy Nichols, Joan Bray, Tracy Marks and Debby Stone. • La Costa Heights Elementary School: DRIVES Lead teacher: Diane Low • Olivenhain Pioneer Elementary School: Kid Akademy Lead teacher: Jeanne Benowitz • Pacific Rim Elementary School: Mentor Program Lead teacher: Ann Uber • Valley Middle School: WEB Where Everybody Goes Lead teachers: Jennifer Cockerham, Linda Payne and Aida Salah

When it comes to executive photos and photographs of business owners, Kassebaum says they are a crucial marketing tool. In fact, he cites a study that suggests that people are 38 percent more likely to do business with someone who has a photo on their business card than those who don't. “It’s about marketing and making yourself stand out,” Kassebaum said. “People do business with people, and they feel more comfortable if they know you. A professional head shot is a must, because it allows you to present yourself as best as you can.”` Through his professional expertise, Kassebaum is able work with his clients to make the most flattering photos. Kassebaum is so passionate about his art, that it’s surprising to hear that he became a professional photographer almost by accident. He was the manager at a local grocery store when he decided to open Oceanside’s first one-hour photo developing shack. Though he was a photography hobbyist (his wife bought him a camera and lessons

SCIENCE PROGRAM

• Jefferson Elementary School: Future Visionaries: Eye Discovery Lab Lead teachers: Shelley Thomas, Kate Alva, Amy Jensen, Rae Merritt and Karen Stencil • Kelly Elementary School: “Paw Pads” Pawpurrazzi Lead teachers: Debby Stone, Joan Bray, Lorelei Kelleher, Tracy Marks and Cindy Nichols

Kassebaum uses the area outside his studio for dramatic high school senior photos.

San Diego’s

New Gateway to the World Carlsbad to LAX 7 Times Daily with Convenient Worldwide Connections User fees vary, Customs Service Available 24 hours for International Flights

Call (877) 848-7766 Parking Fee $5 per day “The Landings” Restaurant ......................... (760) 929-0200 Hertz Rent-A-Car ......................................... (800) 654-3131 Avis Rent-A-Car ........................................... (760) 931-1393 Skywest (United Airlines Reservation) ........ (800) 241-6522 www.sdcounty.ca.gov/dpw/airports/airskeds.html

McClellan-Palomar Airport 2192 Palomar Airport Road • Carlsbad, CA 92011 (760) 431-4646 phone • (760) 931-5713 fax

Kassebaum is a Google Trusted Photographer, and can create virtual tours of North County businesses, giving them added visibility on the Internet. when their first son was born) his interest in the photo processing was purely from a business perspective at first. One of Kassebaum’s signature styles — family portraits at the beach or at local parks — happened by necessity. Back in the days where studio portraits were the norm, Kassebaum said his small studio required him to photograph on location. “Outdoor shots are perfect because of where we live here in Southern California,” Kassebaum said. “Nowadays, about 90 percent of the family portraits we take are at the beach or at the park, and only 10 percent are done in studio.” Decades of experience have allowed Kassebaum to perfect the beach portrait. He knows what times to take the best photo, how to pose families and individuals, and works to get the shots right incamera. In some circumstances, he used digital effect to touch up photos. When the situation calls for it, Kassebaum can also insert people into photos, or merge elements from different photos to get perfect shots When it comes to photographing high school seniors, Kassebaum’s studio at The Old World Center in the Village of Carlsbad (630-D Grand Ave.) serves as the perfect background for a variety of shots, with its rustic style, abundant greenery and brickcovered backgrounds. Once again, he takes

630 Grand Ave., Ste. D, Carlsbad 760-434-5252 www.kassebaum.com the time to know his clients before taking any photos. “I can shoot out there for an hour, and still not exhaust all of the backgrounds that this place offers,” said Kassebaum. Kassebaum says he couldn’t have stumbled onto a better profession. “I have the perfect job,” he said. “I don’t ever want to do anything else." The Business Spotlight is a paid advertorial feature. To get your business in the spotlight, contact Julie Miramontes at julie@carlsbad.org.

LEGOLAND ›Continued from Page 1 Ted Owen, President and CEO of the Chamber since 2004, said LEGOLAND is a crucial player in the city’s prosperity. “I think LEGOLAND California kept Carlsbad from suffering as much as other cities during the recession,” Owen said. “A lot of people might have put off traveling to Europe, or others places in the United States, stayed in the area and spent their hard-earned money in Carlsbad because of LEGOLAND.” The addition of the hotel can only improve that, noted Ronchetti. “This hotel gives LEGOLAND a whole resort layer,” he said. “It means people can stay overnight, enjoy the facility and then get into the park early the next day.” Demand has been so strong that even before it officially opened, the hotel is booked solidly through at least a third of 2013. These days, LEGOLAND California Resort is often synonymous with Carlsbad, mentioned in the same breath as the beauty of its beaches or its status as the “golf capital of the world.” However, back when the Denmark-based LEGO company was still deciding where to place its first theme park in the United States, the Chamber was a crucial champion of the project. In the early ‘90s, the Chamber formed a task force to promote the benefits to the community of having LEGOLAND here. They mentioned the economic benefits, the increase in tourism and the jobs it would create as reasons why the project should be supported. A delegation of Chamber representatives traveled to a LEGOLAND park in Denmark and reported their findings to the community, defending the project against its critics. On Nov. 19, 1993 LEGO officials picked Carlsbad over the other finalist in Virginia and the Chamber celebrated the outcome with then-Gov. Pete Wilson and other state lawmakers during a press conference. Then-president Elaine Lyttleton called the effort to woo LEGO a “first-class” team effort between the Chamber, the City of Carlsbad,

Each room at the LEGOLAND Hotel is adorned with LEGO-themed characters and decorations. the county of San Diego and the state of California that resulted in a successful economic development program. “Throughout the months of LEGO’s selection process, through all the meetings, letter writing, press conferences and rallies ... we at the Chamber kept telling ourselves: It is better to try something great and fail, than to try nothing at all and succeed.” After LEGO made its decision, the Chamber was a big supporter of the ballot measure in 1994 in which residents voted on the construction of the park. That measure was approved by 57 percent of the city’s voters. The Chamber supported LEGOLAND throughout the development process. The park opened in 1999. Since then, it has opened the SEA LIFE aquarium and a water park and attendance has grown every year. “LEGOLAND is great for Carlsbad and Carlsbad is great for LEGOLAND,” said Lund. “It’s opening was truly a great day for the community.”


CARLSBAD

Village

Faire SUNDAY 8 A.M. TO 5 P.M.

MAY 5, 2013

THE NATION’S LARGEST ONE-DAY STREET FAIR

OVER 900 EXHIBITORS ARTS & CRAFTS • CHILDREN’S GAMES & RIDES

INTERNATIONAL FOOD CENTER BEER GARDEN• PA N C A K E B R E A K FA S T

b

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THE CARLSBAD CHAMBER OF COMMERCE PRESENTS

VI M LLAG AP E IN FA SI IR DE E !


CARLSBAD VILLAGE FAIRE

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Lavender Blu Boutique

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el & Hot Local IVERY

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220

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901

unlimited month, (new students only)

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CLIMBING WALL

T

MINI MART

471 369

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booth #702 on Madison st.

*$

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935#’s 942

928

CARLSBAD VILLAGE ASSOCIATION

944

927

Yoga, bootcamp, barre, Pilates, ZUMBA, and more!

$

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GARCIA’S MEXICAN 403 401

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301

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200

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100

May 12, 2013 | 9:30 a.m. - 2:30 p.m.

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1328 - 1301

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536

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1043

ALLEY

(760) 893-9251

$ 1042

427

We have something going on every Friday night!

PANCAKE BREAKFAST

325

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FUN FRIDAYS!

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*new students only.

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*Tour the studio on 5/5 for a free BOGO class coupon for adult or kids yoga or fitness!

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INFO BOOTH

1028

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CARL

Open at 11 a.m. Mon - Sat • Sunday Brunch - 9:30 a.m. - 2 p.m.

ourth

F O T L he

1 413 729. . 0 6 | 7 E DR. VILLAG D A B S L 00 CAR Jacqueline Gabos AURANT | 3 E R E ST S U Director of Sales and Events HO N EA 760.215.9080 OC www.facebook.com/oceanhouse “The Wedding Specialist”

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Happy feet Massaging Insoles 858.602.9556 www.Happyfeet.net

607

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Teresa Elston • 760.522.8851 Debbie Willeford • 760.445.9182 e m a i l : fourthontheleft@hotmail.com

www.facebook.com/fourthontheleft 734 Main Street, Ramona, Ca 92065

95


SUNDAY, MAY 5 • 8 A.M. TO 5 P.M.

11

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FROM POINSETTIA TRAIN STATION: Parking lot of Coaster station, 6511 Avenida Encinas, just off the I-5; exit Poinsettia, go west.

Expires June 30, 2013

at booth 207

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European Wax Center—Bressi Ranch 2669 Gateway Rd. Carlsbad 92009

207

C

532

Kid Builders - Inventors - makers

LEGEND T = TELEPHONE = RESTROOMS = IST AMENDMENT AREA

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now open

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$2 Off Admission With this coupon *Expires May 31, 2013

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VE.

T ALLEY

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JEFFERSON ST.

POST OFFICE

MADISON ST.

536

ROOSEVELT ST.

ENESSY’S

* 657

557

T

1400

E SHUTTLE BUS TO WESTFIELD SHOPPING MALL AT EL CAMINO REAL

532 721

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702 700

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1517 - 1501

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al

987

717

616

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BEER GARDEN

ALLEY

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403

Beer Garden (near roosevelt & Grand ave.)

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Stone Brewery, Pizza Port, Latitude 33 and Tap That.

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Musical entertainMent Last Call, Left 4 Dead, Jet West and Money Band.

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proceeds help support locAl cAuses!

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339

sponsored By

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I


12

VILLAGE FAIRE

Carlsbad

Village

Faire

WWW.CARLSBAD.ORG

FIND A CHAMBER MEMBER With nearly 900 vendors, the Carlsbad Village Faire is the largest one-day fair of its kind in the United States, so we’ve printed out this list and map to help you navigate the faire. You can find Carlsbad Chamber of Commerce members using the list below. Or, if you need help finding other vendors, visit the Carlsbad Chamber of Commerce’s booth at the intersection of State Street and Grand Avenue.

SPACE # BUSINESS NAME 107.01 Five Alarm Security 109.01 Charter Oak Preserving Company 116 Thiam Shop 125 Shadowridge Golf Club 204 Scentsy 205 My Hooves and Paws 207 European Wax Center 211 Youngren Construction 224 St. Michael’s By The Sea Episcopal Church 303 Star Scarrfie 308 BYOU LLC - Be Your Own You 312 Bijoux Wave 317 NAMI - North Coastal San Diego County 318 Latin Threads Trading Co. 319 Mary Kay Cosmetics 324 Gotta Hav’it 337 Blow Sand Products 339 Knockout Burgers 340 Triple J Sun Protection Clothing and Accessories 341 Z & H Wireless 342 Dave Miz Inc 346 Purse Party Online 355 Pacific Beach Peanut Butter 403 Swirlicous Yogurt 404 Seaworthy Surf Shop 405 Coolest Shoes in California 406 Wahalas Gems & Fine Jewelry 409 Garcia’s Mexican Restaurant 410 Garcia’s Mexican Restaurant 416 Jayden Presleigh, The Salon & Spa 418 Fairen Del 426 Erick Mero 440 Avon 441 The Salsa Lady / Lucky Habanero Salsa 453 Mas Fina Cantina 455 ICN Pilates 505 Paon Restaurant & Wine Bar 505 Lapis Enterprise 506 Fun Stuff Too 507 James Designs 510 Bistro Blends 512 Mashk Inc. 513 Imagine 515 Woodworks Plus, Inc 528 Dr. Brian Reagan & Associates 529 Scentsy Flameless Candles 530 Scentsy Flameless Candles 532 Carlsbad Danish Bakery 533 Alisa Santa Maria Designs 536 Carlsbad Village Yoga & Fitness 537 Jennifer Jones Collection 538 Rag Trade Connection 541 Holtville Threads/BRD Enterprises 544 Hennessy’s Tavern 603 San Diego Electric Bikes 606 Linde’s Almonds 607 Happy Feet Massaging Insoles 608 Global Source Products

SPACE # BUSINESS NAME

SPACE # BUSINESS NAME

608.01 Guardian/Park Ave Securites 609 Chiropractic & Therapy Center of Carlsbad 612.01 Kiwanis Oceanside 612.08 Classic Thai BBQ Concession 612.1 Frutopia 612.26 Lauber Enterprises Beer Garden Carlsbad Rotary Club 612.35 Bistro West 616 Essence of Food, Inc. 616.01 KW Realtor 616.02 Find the Money 621 Ocean Sky Beads Carlsbad 623 Escalle & Co 631 Mission Mantels 633 Oceanside Glasstile/XS Studio 646 Angels Fashions 634 Lily Rose 647 Forsyth’s of Carlsbad Collectibles 651 Ocean Blo Salon 657 Pop-A-Lock of N. San Diego 700 Famulare Jewelers 702 Sew Mama Sew 710 Labradors & Friends Dog Rescue 714 Fashion Time 803 D-Ziner Eyez 810 David York, Architect 813 SKH 818 Democratic Club of Carlsbad/ Oceanside 901 Lantosh Jewels & Accssories 901.5 Carlsbad By The Sea Retirement Community 904.5 Chaotic Soul Jewelry 906.5 JB Marketing Group 910 Affordable Window Coverings 911 Best-Rate Repair Construction 918 The Magical Gemstone 927.01 Boar Cross’n 927.99 The Copper Kettle 927.55 Blue Chip Food System 928.5 Holy Guaca-Moly 935.01 Tarantino Gourmet Sausage 935.04 The Sweet Stop 935.06 Crepes & Corks Restaurant & Wine Bar 935.08 Domino’s Pizza 937.07 Domino’s Pizza 936 Kona Ice of San Diego 938 Women’s Resource Center 938.5 Kilmer’s Swim Time, LLC 941 La Costa Chiropractic & Wellness Center 942.02 Hula Val 943.55 Blue Chip Food System 952.5 The Hair Candy Store 959 Fourth On The Left 966.55 Scripps Health 967.55 Blue Chip Food System 969 Gifts by Small Fry 974 B.A. Worthing Inc. 978 Carlsbad Gourmet Inc.

979

Carlsbad Gourmet Inc.

983

Superior Water

986.02

Barrett’s Lemonade

986.55

Blue Chip Food System

988

Kyle Chan Design

988.5

Palomar Limousine & Sedan Service

989.5

Palomar Limousine & Sedan Service

991

Survival Mode

997 Caligirl 999.07

Klassy Kernel

999.501 Tri-City Medical Center 1004

Superior Magnetics

1005

Carlsbad Optimists

1010

Buddha’s Gift

1020

Sunny West

1027.01 Satellite Pros 1027.02 Rupp Chiropractic 1027.04 Home Daylight Premier Solatube Dealer 1029 Sandwritten 1031

Little Johnnie’s Ice Cream &

1032 Kiwanis Carlsbad Pancake Breakfast Kiwanis Carlsbad 1043.03 Barrett’s Lemonade 1045

Carlsbad Troop 748 Corn Dog

1059

Grand Deli

1060.01 Senso-Pedic LLC 1066

JK Dots “Dippin-Dots” Ice Cream

1067

JK Dots “Dippin-Dots” Ice Cream

1072.03 Signature Hand Engraving 1073.02 Yoga Six 1082

P & T Enterprises

1084

The Stick Division of RPI of Atlanta

1086

Kardon Trading Co.

1303

Cornerstone Remodeling

1307

Taylor Made Water Wise Solutions

1309

Batiquitos Lagoon Foundation

1318 TaskRun 1320

Holy Cross Episcopal Church

1322

Botanicals by the Sea

1323 HOCOA 1325 Coldwell Banker Residential Brokerage 1400

Build It Workshops

1402

California Veterinary Specialists

1407 Carlsbad Republican Women Federated 1408 Stained Glass Overlay of N. San Diego Cty 1412

COSTCO Wholesale

1413

McWire Electric

1501

Carlsbadds Pediatric Smiles

1502

Renewal By Andersen

1506

Scott Lord State Farm Insurance

1509

Project Walk

1510

Dancessense Studios

1511 T-Mobile 1513 elivelife.com 1516

TWM Roofing Inc.

1519

CHS for Wish Kids


15

RIBBON CUTTINGS

Meet some of the Chamber's newest members and those celebrating milestones.

MAY 2013

13

WHAT'S

MEMBER

INSIDE

› First Friday › Renewals › Sundowner

DIGEST

› Ribbon Cuttings › New Members › On the Move

› And More...

YOUR GUIDE TO WHAT'S HAPPENING AT THE CARLSBAD CHAMBER OF COMMERCE

People often ask me: What’s the best way that I can get involved in the Carlsbad Chamber of Commerce? My response is always the same: Are you involved in any of our committees? There’s so much going on at the Chamber, but a lot of the day-to-day work is accomplished in our committees. The best part is that the focus of each of our committees is so large, that everyone can find a committee that fits their interest. Here’s a list of our committees, when they meet and what they do. So if you can, come check out a committee. We’re always looking for new faces. *(Must be a chamber member)

BEV JORGENSEN

Get involved: Join a Chamber committee MEMBERSHIP COUNTS

1-2-3

Vice President, Corporate and Member Relations CARLSBAD CHAMBER OF COMMERCE

Ambassador Committee

Business Resource Committee (BRC)

Education Committee

Government Affairs Committee

Military Affairs Committee

Sustainability Committee

Technology Advisory Committee

The ambassadors assist prospective members, new members and new employees of existing members to swiftly acclimate themselves to the networking, training workshops and other benefits the chamber has to offer such as Grand Openings, Ribbon Cuttings, Sundowners, and much more. Meets at 7:30 a.m. on the second Wednesday of the month.

Promotes positive business relationships for chamber members by creating opportunities for increased visibility and referrals, while advocating sound business skills, practices, and values. Provides opportunities for chamber members to network and grow their businesses through business forums and workshops. Meets at 7:30 a.m. on the first Tuesday of the month.

Works to enhance the educational experience by linking academics, business and community to promote real world learning, support partnerships, and encourage and celebrate educational excellence in our schools. Meets at 7:30 a.m. on the fourth Wednesday of the month.

Monitors and acts on local, state and federal legislation. Develops relationships with public officials to ensure business input and representation at all levels of government. Meets at 7:30 a.m. on the first Wednesday of the month.

Act as a liaison between the military and private sector, while facilitating how to conduct business on military bases, nurture a bilateral relationship with the North County Military community, and to assist in the support of the military community by identifying and providing needed services. Meets at 7:30 a.m. on the fourth Tuesday of the month (as needed).

Sustainability Committee seeks to find and promote the appropriate balance between the economic, environmental and social aspects of the community to ensure sustainability for current and future generations. Workshops held monthly on green practices. Meets at 7:30 a.m. on the second Tuesday of the month.

Educates chamber members on the use of technology and how it can benefit their business. This is accomplished by presenting free workshops on various topics during each committee meeting. Also keeps the chamber on the cutting-edge of technology in order to better serve its members. Meets at 7:30 a.m. on the third Tuesday of the month.

There you have it. If you have any other questions, please feel free to contact me at bjorgensen@carlsbad.org or at 760-931-8400.

HOW TO SCREEN YOUR POTENTIAL HIRES

The Chamber presents a workshop on how to pick the best person for your job openings.

6

GOLDEN OPPORTUNITIES

We focus on Chamber members that provide services and products to seniors and their families.

business WWW.CarlSBaD.orG

13

COMING IN JUNE-AUGUST ISSUES!

Journal

vol. 30, no. 1

an award-winning, monthly publication of the carlsbad chamber of commerce

tONI PADRON

CHAMBER NEWS

january 2013

COMING SOON

UPCOMING ISSUES

Executive Vice President & COO CARLSBAD CHAMBER OF COMMERCE

Celebrating 90 years of excellence NEW CENTER WILL bRING GAS, fOOD AND bUILDING SUPPLIES Palomar Commons opening this summer

P

alomar Commons, a shopping center currently taking shape at the intersection of Palomar Airport Road and El Camino Real, is expected to open this summer, bringing Carlsbad’s first large home improvement store, a new gas station and a collection of restaurants that will not only expand the area’s dining choices, but also create jobs and add tax revenue to the city’s coffers. Sudberry Properties is developing the 16-acre site at the southwest corner of the intersection, which used to be the home of the Olympic Resort Hotel and Spa, which closed in 2008. A 155,000 squarefoot Lowe’s Home Improvement will serve as the center’s anchor. The site will also include a California Bank and Trust branch, a 16-pump Acacia Gas

station and full car wash, and Chipotle’s Mexican Grill, Five Guys Burgers and Fries, Jersey Mike’s Subs, and a Panera Bread. Deals are also being worked out with other tenants to fill three buildings. The center will be able to accommodate up to a dozen tenants, said Mark Radelow, vice president of Sudberry Properties. “I think this will be a great addition to the community, and we’re going to have a good combination of users,” Radelow said. “We’re going to have the right mix of food and retailers to add something to the community that isn’t there now.” Ted Owen, President and CEO of the Carlsbad Chamber of Commerce agrees.

SEE PaloMar, page 8

BuSInESS SPoTlIGHT

Datron playing big role in Servant Leadership conference Event presents tools for changing workplace culture By Danielle aguas Marketing Specialist Servant Leadership Institute

5934 Priestly Drive Carlsbad, CA 92008

For more Carlsbad construction projects, turn to Page 4 for the City of Carlsbad’s column.

The annual Servant Leadership Winter Conference will be held from Feb. 5-7 at the Hilton San Diego Resort and Spa. During the event, authors, speakers and business leaders will present practical tools to transform company cultures, with a focus on providing sustainable results using the principles of servant leadership. Datron World Communications will have a significance presence at the event. Datron CEO Art Barter, a

every employee is a leader — either at work, with family or with those they influence — as a mentor, or by helping others on their life journey. Datron’s definition of servant leadership —“to inspire and equip those we influence”— is something all employees learn to implement in their professional and personal lives. “My transformation into servant leadership began in 2004, when I was challenged to look at leading others from a different perspective, that of a servant,” Barter said. “Our purpose as a company ... to positively impact the lives of others, requires us to challenge ourselves to be servants first and then leaders.” This year, Servant Leadership Institute (SLI) is pleased to have Datron, its family company, lead a workshop panel of key managers

STANd OUT ThIS SUMMER. North County resident, is a keynote speaker, and the Datron management panel will lead two workshops. The representatives from the Vista-based company will join a roster of nationally-recognized speakers, including best-selling

authors John C. Maxwell and Ken Blanchard. Datron played a significant role in the development and implementation of the three-level Servant Leadership Training Program. Datron’s management believes

SEE ConFErEnCE page 8

save the date! • friday, march 8, 2013

CE

LEB

R ATIN

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YE

AnnuAl Business AwArds dinner 90 A

R

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1923-2013

CE

PRESORT STD U.S. Postage PAID Permit #67 Carlsbad, CA

SEE EXCEllEnCE, page 8

Exploring Local Things to do in and out of the sun this summer. Featuring attractions, activities, dining options, resorts and all the things that make us a top coastal destination.

Lowe's Home Improvement will anchor Palomar Commons, opening this summer at the corner of El Camino Real and Palomar Airport Road.

LE

N

2013 is a very special year for the Carlsbad Chamber of Commerce. It’s the 90th anniversary of this organization. Formed in 1923, the Chamber has a unique role in the development of this great city. Back when Carlsbad was only 1,500-resident town — before it even was an incorporated city or had a city council, for that matter — the Carlsbad Chamber of Commerce was the voice of the community, advocating on behalf of its residents and businesses and the quality of life. The Chamber tackled such pressing issues as tree trimming, raising and painting street signs, and lobbying for a daily postal route. With no real local elected body, the Chamber provided guidance in leading with problems, and worked with county officials and residents to find solutions. Today, the Carlsbad Chamber of Commerce still has a powerful voice in shaping the quality of life in the community. “Speaking for Business, Listening to the Community,” is not only our motto, it’s guides our organization. We recognize the importance of a strong community, and to this day we support local education, transportation and other vital cornerstones

June - August

G E T yo u r s E L F i n T h E C a r L s b a d b u s i n E s s J o u r n a L ! OF

EXCEL

EXPLORING LOCAL Things to do in and out of the sun this summer. Featuring attractions, activities, dining options, resorts and all of the things that make us a top Southern California coastal destination for tourists and locals.

Does your business thrive when the summer sun comes up? Do all you can to soak up the business from those who choose to vacation in our region. Advertise today and reach readers who have made the CBJ one of the Chamber’s most popular services.

Support your Chamber. Make the Carlsbad Business Journal a part of your marketing plan.

Get our best rate when you advertise throughout the summer (4 months) 1 month = 3x rate 3 months = 9x rate

Reserve your

The CbJ is mailed to all space today! chamber members and available in racks around Carlsbad. Julie Miramontes

760.931.8400 julie@carlsbad.org


14

MEMBER DIGEST

WWW.CARLSBAD.ORG

NETWORKING OPPORTUNITIES

Public speaking tips for nonprofessionals Need to give a presentation and don’t know where to begin? Then make plans to attend June’s First Friday Breakfast with featured speaker Sheryl Roush of San Diego, who will describe how you can craft a presentation in 30 minutes or less. The breakfast will be from 7-9 a.m., June 7 at the La Costa Resort and Spa, 2100 Costa Del Mar Road In this engaging, fast-paced session, you will discover speaking and communication tips that you will also be able to instantly ROUSH apply to your sales and marketing efforts, as well as offering employee or vendor feedback. Whether speaking to seven, 70, or 700 — for 6 minutes or an hour — you will learn proven techniques to: • Qrganize your thoughts quickly. • Present your structure and ideas logically. • Connect authentically with your listeners. • Craft a message using simple basics that work every time. • Know how to lengthen or shorten a speech - as needed. San Diegan Sheryl Roush is a toprated internationally-ranked professional speaker and speaking coach. With over 3,000 presentations in 10 countries, this 8-time business

JUNE 7 owner and 16-time published author helps organizations raise the bar, connect authentically and get results. Sheryl has opened on stage for Marie Osmond, closed for Geena Davis, and presented alongside Suze Orman and a cast of celebrities. Locally, she served as the Director of Training for the US Olympic Training Center, coaching Olympians in their public speaking skills and she has coached the award-winning San Diego Charger Girl cheerleaders for the past 12 seasons in their public speaking and media interview skills for radio and TV. First Friday Breakfast is the Chamber’s premiere networking and business promotional event, and one of the most regularly attended monthly programs. The cost is $32 for Chamber members who register before May 31. Afterward, the preregistration cost is $55 and $60 at the door. Prospective members must contact the Chamber at 760-931-8400. Tabletop exhibits or Soapbox presentations are available to promote your business for $75 each, which includes one breakfast, and must be reserved in advance by calling Kathy Steffen at 760-9318400 or ksteffen@carlsbad.org

Be ‘At Ease’ at May 22 Sundowner It may be a military academy, but the atmoAND NAVY ACADEM Y ARMY sphere will be civiliancasual when the Army and Navy Academy hosts a joint Sundowner of the Carlsbad and Oceanside chambers of commerce from 5-7 p.m. on Wednesday, May 22. Come and mingle after work at this historic college preparatory academy — the only military boarding school in California — that has been forming leaders for decades. Founded in San Diego in 1910, the Academy later moved to its Carlsbad oceanfront campus in 1936 where it provides an academically robust, character-based education for 7th- through 12thgrade young men. The Academy is located at 2605 Carlsbad Blvd. Its website is www. armyandnavyacademy.org. Join the Carlsbad and Oceanside

Chamber for this Sundowner, which will be sure to please with plenty of food, drinks, raffle prizes and lots of networking! This event is open to Chamber members only. Admission is $10 cash at the door. If you are a prospective Chamber member, RSVP to the Chamber at 760-931-8400.

MAY 22

AMBASSADOR OF THE MONTH: KELSEY PETERS | Phillips & Peters Property Management

What are your thoughts on being a Chamber ambassador? “Being an ambassador is a very rewarding experience in the Carlsbad Chamber. It’s a wonderful way to help educate new members on the numerous events, programs, and workshops the Chamber offers. I’ve cultivated many relationships with other Chamber members through the Ambassador committee that I am forever grateful for.”

PETERS

SOCIAL

MEDIA

SerieS

Thursday, JuNE 6

Facebook | 9:30 a.m. - 11:30 a.m $30 members $60 Prospective Members

About the Presenter: Bridget

Ayers is a founder of Get Smart Web Consulting, which helps businesses create a comprehensive online presence through digital media to bring their products and services to a targeted audience. Bridget has received top sales and production awards, training and speaking awards, writing and blogging accolades, as well as a nomination for Entrepreneur of the year from her local community. Bridget is highly active online in more than 50 networks, forums, and communities.

Thursday, JuNE 13

LinkedIn | 9:30 a.m. - 11:30 a.m $30 members $60 Prospective Members

Thursday, JuNE 27

Twitter | 9:30 a.m. - 11:30 a.m $30 members $60 Prospective Members

provides an opportunity for 8 chamber members to meet for breakfast or lunch and learn more about each other’s businesses. A Carlsbad Chamber at a local member hosts and facilitates chamber member restaurant. This program is open exclusively to Carlsbad Chamber members; and the only cost is the price of your meal. RSVP’s are required and can be made by contacting the person listed next to the date.

Tuesday, May 21 11:30 a.m. - 1 p.m. Call Paula Anderson 760.696.9733

Wednesday, June 12 4:30 p.m. - 6 p.m. Call Sherry Courtney Lawrence 760.231.1316

* Sorry, no refunds for missed classes. All classes will be held at the Carlsbad Chamber of Commerce, 5934 Priestly Drive, Carlsbad CA 92008 For full description of classes visit www.carlsbad.org

For more info call: (760) 931-8400 or visit www.carlsbad.org


CARLSBAD BUSINESS JOURNAL MAY 2013

MEMBER DIGEST

ON THE MOVE Silvergate Bank has appointed Mark Beardsley as vice president and manager of the bank’s Carlsbad branch, to serve the North San Diego coastal submarkets. Beardsley brings more BEARDSLEY than 20 years of banking experience to his new position with Silvergate Bank. Most recently he was senior business relationship manager with Wells Fargo Bank where he developed and managed a business banking portfolio of $60 million in loans and $40 million in deposits. Prior to that he was vice president and area manager of West Coast Bank for four years. and vice president and senior community banking officer with LibertyBank for two years.

The San Diego Business Journal has announced the return of Armon Mills, former president and publisher, to lead the paper. Mills, who left the paper in 2010 to take a business MILLS development position with an accounting and consulting firm, became the paper’s president and publisher on April 11. Mills replaces Randy C. FRISCH Frisch, who has been named Vice Chancellor of Business and Administration for the National University System.

15

EVENT CALENDAR

“My first love is the Business Journal,” Mills was quoted as saying in the Business Journal. “I am really excited to be back, and look forward to reacquainting myself with our clients.” La Costa Resort and Spa has announced the appointment of Ryan Buzzard as northeast sales manager. With more than 15 years of resort sales and meeting planning BUZZARD experience, Buzzard will be responsible for handling all group business accounts originating in the Northeast. Most recently, Buzzard was associate director of sales at Hyatt Regency San Francisco Airport. Prior to that, he served as the on-property

sales manager at CordeValle, A Rosewood Resort, where he increased his territory market share by 40 percent. He also served as the director of global sales at Stratus Performance Group and as the vice president of the meetings division at SPA Magazine and Resorts & Great Hotels Magazine. Jenny Craig has announced the appointment of Leesa Eichberger as chief marketing officer. Eichberger will be responsible for the strategic direction EICHBERGER and implementation of the company’s marketing initiatives. She will serve as part of the company’s senior leadership team and will report to CEO Dana Fiser.

Chamber Events F ree Score Business Counseling by Appointment Mondays & Fridays Chamber Closed

May 1

Government Affairs Committee

May 3

First Friday Breakfast

May 5

Carlsbad Village Faire

May 7

Business Resource Committee

May 8

RIBBON CUTTINGS

Ambassador Committee

May 10

Coffee Connection

May 14

Sustainability Committee

May 15

North County Young Professionals Blender (at Latitude 33° Brewing Co.)

May 17 GEMS N' TREASURES

KONA ICE SAN DIEGO NORTH COUNTY

5617 Paseo del Norte, Ste. 118, Carlsbad, CA 760-448-6648 | www.gemsntreasures.net

(858)756-2702 | www.kona-ice.com/ sandiegonorthcounty

Gems n’ Treasures is a unique boutique that features highend estate jewelry, fine art and designer hand-bags. Open seven days a week.

We raise funds for schools and youth sports selling Shave Ice where customers apply their own flavors from our Flavorwave in the side of vehicles.

NORTH COUNTY HEALTH SERVICES CARLSBAD FAMILY MEDICINE 1295 Carlsbad Village Dr., Ste. 100, Carlsbad 760-720-7766 | www.nchs-health.org North County Health Services (NCHS) is excited to announce their current three-room Carlsbad location has expanded to a new medical office more than double in size.

Outstanding Educational Program (at La Costa Resort and Spa)

May 21

Technology Advisory Committee

May 22

Education Committee May Sundowner

May 27

Memorial Day (Chamber Closed)

May 28

Military Affairs Committee

ABC

s

of

Government ContraCtinG workshop

Wednesday, May 15, 2013 | 5 - 7 p.m. 1430 Vantage Court, Ste. 104, Vista, CA 92081 presented by Latitude 33º breWing cOMpany

Over 21 event $5 cash for members

(includes 4 four oz. tastes)

Geared for ages 21-39

A portion of the proceeds will benefit Partners in Education.

Free for Chamber Members • $30 for Prospective Members RSVP is required • Space is limited

Tuesday, June 25, 2013 • 8 - 10 a.m. Carlsbad Chamber of Commerce, 5934 Priestly Dr., Carlsbad CA 92008. In partnership with

For more information call 760.931.8400 or visit www.carlsbad.org

For more information or to RSVP call (760) 931-8400 or visit www.carlsbad.org


16

MEMBER DIGEST

WWW.CARLSBAD.ORG

THE CHAMBER SALUTES ITS MARCH 2013 RENEWALS Academy by the Sea/Camp Pacific Alan Shafran Group Albertsons Law Office of Ryan A. Alexeev Armed Services YMCA Assistance League of North Coast Atomic Group Beery Group Inc., Architect Best-Rate Repair & Construction California Veterinary Specialists Carlsbad By The Sea Retirement Community Carlsbad Danish Bakery Carlsbad Hi-Noon Rotary Club Carlsbad Ranch Market Carlsbad Troop 748 Boy Scouts of America Carlsbad Unified School District Carlsbad Urgent Care Carlsbad Village Lock & Key Community HousingWorks Dudek DyoCore EXCELPATH Don Edson Architect, Inc. AIA Edward Jones Investments El Pollo Loco Famgro Farms (Famgro LLC) Fashion Time GRG Management Genoptix Medical Laboratory Hampton Inn Carlsbad/ North San Diego County Higher Power SEO Holtville Threads Hotchkiss & Anewalt, Inc. Hyatt Place Vista InterContinental IP Intercare Insurance Solutions Jeff Kassebaum PhotographyCertified Professional Kona Ice of San Diego North County

La Costa Urgent Care Lantosh Jewels & Accessories Mary Kay Cosmetics (Carol Fehr) Massey Design Group The McDaniel Firm Motel 6 Carlsbad Navigato & Battin, LLP O’Sullivan’s Irish Pub & Restaurant Ocean House Ocean Pacific Office Products Optimist Club of Carlsbad ‘The Achievers’ Pelican Cove Bed & Breakfast Inn Phillips & Peters Property Management Poseidon Water LLC Procopio, Cory, Hargreaves & Savitch, LLP Productive Computing, Inc. Redfern & Company Alan Rich & Associates, A Professional Law Corp. Roosevelt Center, Inc. Rotary Club of Carlsbad Ruby’s Diner-Carlsbad San Diego County Credit Union Shadowridge Golf Club Shred-it SkyWest Airlines State Farm Insurance / Scott Lord Studio 2055 Sunbelt Business Brokers 30 years and Omega Franchise Central Superior Water The Stick Division of RPI of Atlanta Total Lifestyle Concept UEI College The UPS Store 4460 Visit Carlsbad David York, Architect Z&H Wireless tw telecom

REFER AND EARN

THIS IS YOUR CHAMBER -

Help it Grow BY HELPING THE CHAMBER GROW, YOU’RE HELPING US MOVE FORWARD FOR THE NEXT 90 YEARS. AND THERE ARE SOME GREAT INCENTIVES TO RACK UP THE REFERRALS.

If a referral becomes a member, you’ll receive a coupon good for the following rewards: • First referral: Receive four passes

to a Sundowner. These cannot be used when the Carlsbad Chamber does a joint Sundowner with a neighboring chamber. ($20 value)

• Second referral: Attend a

First Friday Breakfast for free! RSVP Required. ($30 value)

• Third referral: Receive a

marketplace ad in the Carlsbad Business Journal (based upon availability). ($50 value)

• Fourth referral: Receive one ticket

For more information about the program, call the Chamber at 760-931-8400.

to the State of the City Luncheon or $50 credit towards any chamber workshop this year. ($50 value)

• Fifth referral: We will deduct $150 from your 2014 membership renewal. GRAND PRIZE

Each time you refer five members to the Carlsbad Chamber, your name goes into a grand prize drawing that will be held at the Annual Volunteer Recognition Awards Breakfast in December. (Prize will be announced soon). *You must be a member in good standing to participate in the program. ** A referral is someone that you (as an active Carlsbad Chamber member) know or that you do business with that is currently not a member of the Carlsbad Chamber.

WELCOME NEW MEMBERS For complete listings visit www.carlsbad.org Advertising & Marketing Agencies

Leather Goods

Jenny Munford 858-500-2606 www.creativebubetube.com We are one-source specialists at handling every aspect of your television and video advertising campaign.

Ousmane Thiam 323-556-4337 Beautiful handmade ethnic leather bracelets and charms. Very handsome and uniquely different in style as well as unisex for people of all ages - a delight. Come see us at the Carlsbad Village Faire.

Creative Bube Tube

Beauty Salons & Day Spas Blush Petite Salon

Catherine Lugo 760-444-0737 www.blushpetitesalon.com A studio salon that focuses on individualized esthetics. Blush Petite Salon offers many services from facial threading, body waxing, and results orientated facials.

Biotechnology

Safety Syringes, Inc a BD Medical company-

Angela Smoley 760-918-9908 www.bd.com A leading global medical technology company that develops, manufactures and sells medical devices, instrument systems and reagents.

Catering & Party Planners Crystal Catering

Derek L. Rippy 760-439-9881 www.crystalcaterer.com A dynamic, full service catering company. We handle both large and small events: corporate, receptions, team building, picnics, grand openings and weddings.

Financial & Insurance Services Burditt Financial Services

Kimberly Burditt 760-799-4255 We provide an independent brokerage offering assistance with life, disability and long-term care insurance, as well as annuities.

Financial Planning & Investment Services

Morgan Stanley Wealth Management

Matthew Biggie 760-602-3585 www.morganstanleyfa.com/matthew.biggie As your Financial Advisor, I can help you define and strive to meet your goals by delivering a vast array of resources to you in the way that is most appropriate for how you invest and what you want to achieve.

Footwear & Accessories

Happy Feet Massaging Insoles

Daniel Lemier 858-602-9556 www.happyfeet.net Happy Feet Glycerin Insoles distributes weight & improves circulation, while it cushions your step and provides arch support. For relief from plantar fasciitis, Morton’s neuroma, hot/sore feet, heel spurs and leg cramps.

General & Architectural Contractors

Empowered Energy Solutions

Avery Kintner 858-292-6100 www.empoweredenergysolutions.com A 33-year, family-owned, San Diegobased sustainable energy company that can create immediate savings of $100 to $500 per month on electricity costs for our clients for homeowners and business/ property owners.

Thiam Shop

Massage Therapy

Elements Therapeutic Massage

Scott Wooden 760-585-9101 www.elementsmassage.com/southcarlsbad We offer the top customized therapeutic massage in North County and will be the first Elements studio to open in the San Diego area. We specialize in deep-tissue and sports massage therapy. Opening June 2013. Your Massage Sanctuary

Martina Nagy 760-213-0031 www.yourmassagesanctuary.com Specializing in traditional massage therapy, sports injury prevention and rehabilitation, mini-spa treatments and corporate/event chair massage. Committed to lovingly supporting your health and well-being.

Manufacturers

Palomar Technologies, Inc.

Jessica Sylvester 760-931-3600 www.palomartechnologies.com Palomar Technologies, a former subsidiary of Hughes Aircraft, is the global leader of automated high-accuracy, large work area die attach and wire bond equipment and precision contract assembly services.

Manufacturers & Distributors Tanfel

Greg Lange 760-720-9632 www.tanfel.com Specializing in custom metal parts. Tanfel is your complete custom parts supply chain solution, including Stocking, Warehousing, Delivery & Distribution programs for all your custom parts needs.

Retailers T3 Gear

Lynne Norris 760-434-4005 www.t3gear.com Retailer of outdoor, tactical & military accessories. T3 Nylon Gear is proudly made in the USA!

Water-Bottled

Solar Rain Bottled Water Company

BJ Kjaer 760-751-8867 www.solarrainwatery.com Solar Rain is changing the landscape of bottled water by combining innovation with nature. Beginning with ocean water, a local and plentiful source, and using solar thermal energy, a clean and renewable energy, Solar Rain is purified just like Mother Nature makes rain, straight from a cloud.

Web Site Design & Services JG Designs

Jordan Groth 760-575-4549 www.jordangroth.com JG Designs & Development partners with your business to develop a web presence that enhances your customer experience and maximizes efficiency so you can do more.


CARLSBAD BUSINESS JOURNAL MAY 2013

EDUCATION

17

Jefferson students learn keys to success June 9, 2009 was an historic day in Carlsbad Unified School District. On that day, Jefferson Elementary School became one of only 13 elementary schools in California to receive accreditation as an International Baccalaureate (IB) school. The IB program addresses students’ academic and social needs through a global lens. Established in Switzerland in 1968, IB is intended to encourage students around the world to become active, compassionate learners through intellectual understanding and respect. Academic subjects are taught around six universal themes embraced by the entire Jefferson faculty school: who we are, where we are in place and time, how we express ourselves, how the world works, how we organize ourselves and how we share the planet. The themes are designed to stimulate thinking, questioning and exploration of issues that have global significance. In keeping with the global emphasis, students study foreign language from the beginning of the program to the end. Currently, the school uses Rosetta Stone to teach Spanish, French, Mandarin and German. All Jefferson teachers are trained in the IB curriculum and many are also bilingual.

SUZETTE LOVELY, Ed.D.

IB program promotes international excellence CARLSBAD SCHOOL NEWS

Superintendent CARLSBAD UNIFIED SCHOOL DISTRICT

Student Leadership and Responsibility When you step onto the Jefferson campus, the core attitudes of Appreciation, Cooperation, Curiosity, Independence, Respect and Tolerance are everywhere. In 2011, Jefferson mom and artist Tamara Moody brought these attitudes to life by painting a 10-by-40-foot playground mural as a daily reminder. Students take great pride in the way they treat one another and their school. Over the years, the Jefferson community has demonstrated its commitment to social responsibility, student leadership, and global awareness. For example, Jefferson parent Jill McManigal founded Kids for Peace, which has grown to more than 100 school chapters spanning six continents. Kids for Peace also became the springboard for the highly successful Great Kindness Challenge in which students throughout Carlsbad Unified and beyond keep track of all the kind deeds they can perform in the same week.

Students present flowers to Administrative Assistant Mary Christian as part of the Great Kindness Challenge.

Pathway for Success Jefferson’s IB Program offers an internationally-recognized pathway to generate knowledgeable, openminded and caring learners. The school’s Academic Performance Index (API) has risen steadily year after year — from a respectable 804 in

2007 to an impressive 852 in 2012. Principal Chad Lund credits the dedicated teachers, committed parents and eager students for the program’s success. “It takes an incredible team to develop every learner’s mind so that he or she is a contributor and problem-solver in tomorrow’s world,”

said Lund. “Our IB program and what it encompasses is successful because of the people who believe in it and lead it.” At Jefferson Elementary, students aren’t just learning how to “be smart.” They’re learning how to “act smart” as they shape a better future for all of us.

UNIVERSITY NEWS

ACE honors Cal State's Haynes The American Council on Education (ACE) recently honored California State University San Marcos (CSUSM) President Karen Haynes with the 2013 Donna Shavlik Award. The award was presented at the ACE Women’s Leadership Dinner in Washington D.C. on March 2 to mark her exemplary contributions to women in higher education. ACE established the Donna Shavlik Award to honor the long and outstanding service of Donna Shavlik, former director of ACE’s Office of Women in Higher Education (now known as the Inclusive Excellence Group). Presented annually, the award honors an individual whose leadership demonstrates a sustained commitment to advancing women in higher education, through leadership and career development, campus climate and mentoring. Haynes was recognized for transforming CSUSM into a model environment for women, promoting and hiring women to prominent leadership positions, including the vice president of Finance and Administrative Services and the vice president of Community Engagement. “On women’s leadership, President Haynes talks the talk and walks the walk. She is continuously involved in women’s groups on campus and has been a mentor to many others,” said ACE President Molly Corbett Broad. “This type of engagement enables other qualified women CSUSM President Karen Haynes with Donna Shavlik at the ACE Women’s Leadership Dinner in Washington D.C. (Photo Credit: Tim Trumble for ACE)

to advance into leadership roles, which is the true spirit of the Donna Shavlik Award.” Haynes also served as the first woman dean at The University of Houston and has a longstanding history with ACE’s Women’s Network. She helped renew and reinvigorate the Texas State Network and did the same for the Southern California State Network, for which she has been the presidential sponsor for seven years. She has served on the ACE Commission on Women and currently serves on the ACE Commission on Inclusion. Haynes has received several awards and honors, including the 2010 San Diego Business Journal’s Most Admired CEO Award. She was honored in 2007 with the San Diego YWCA’s Top Women in Industry Award and the San Diego Business Journal’s Women Who Mean Business Award. A trained social worker, Haynes has written several articles and books on social justice and leadership, including A Dream and a Plan: A Woman’s Path to Leadership in Human Services and Women Managers in Human Services, and the landmark text, Affecting Change: Social Workers in the Political Arena, now in its seventh edition. She holds a bachelor’s degree from Goucher College (MD), a doctorate in social work from The University of Texas in Austin and an MSW from McGill University in Montreal, Canada.

CSUSM has new scholarship

A unique partnership has established a new two-year $10,000 scholarship residency program for nursing students at Cal State San Marcos (CSUSM). The Emerson Residency Scholarship is awarded annually to two CSUSM nursing students interested in pursuing a nursing specialty in maternal child health. Nursing students Jaleh Jaffari and Tara Naughton are the first to be awarded the prestigious scholarship. As part of the scholarship, each student participates in a two-year externship program with Tri-City Medical Center's labor and delivery, and post-partum and neonatal intensive

care units, training alongside Tri-City’s registered nurses. Naughton said that the scholarship “allows me to work harder than ever before to provide nothing but top quality care, and to always be learning and refining my skills.” The scholarship was made possible by an agreement between Emerson Network Power in Carlsbad, the March of Dimes, California State University San Marcos (CSUSM) and Tri-City Medical Center. Watch a CSUSM student-produced video about the partnership by visiting the University’s YouTube page at www.youtube.com/CSUSM.


18

REAL ESTATE

WWW.CARLSBAD.ORG

Rising prices, fewer foreclosures mark recovery HOUSING TRENDS

TYSON LUND

A housing shortage continues in North County San Diego fueling rising home prices and sending home buyers scrambling to secure one of the few available homes. As of April, Carlsbad average single family home prices are up 9 percent compared to a year ago. Unprecedented government intervention into the real estate and mortgage markets has resulted in ultra-low financing rates and a reversal in the trend of falling real estate prices. Only a year ago, economists were polarized on the direction of the real property market. In a May 2012 interview with Bloomberg TV, renowned economist A. Gary Shilling called for a 20 percent decline in housing prices in 2012 and forecasted that it would take several years before housing recovered. But he and other housing bears underestimated the power of ultralow mortgage rates and investors appetite for real property. Shilling has since changed his estimates and cites the market “may” have bottomed (March 19, 2013 interview with Yahoo Finance), but expect housing to ‘limp along’. But again his forecasts are showing to be

$

Broker Associate THE LUND TEAM

irrelevant and contradictory to the most recent home sale data. Home sales in the North San Diego County real estate market are sprinting, not limping, towards new highs. In less than 12 months, the average sale price for a 3 bedroom, 2,600-square-foot single family home in Carlsbad has risen to $768,000, up from $705,000 in 2012. The average market time has fallen from an average 52 days to less than 20 days. And the askingprice to sale-price ratio in Carlsbad moved from 97 percent of asking to 99 percent or more. The Wall Street Journal recently cited the S&P/CaseShiller index that marked an 8.1 percent increase in average home prices

within 20 major metropolitan areas for January. The fastest rise in home prices in the past 6 1/2 years. Sycamore at the Foothills, DR Horton’s new construction community off of Cannon Road in Carlsbad articulates perfectly the pace of the local real estate market. On Friday, April 12, DR Horton released its newest phase of homes and raised pricing as much as $25,000 on each of their three floorplans. A week prior to release, as the interest list of prospective buyers grew, the Sycamore’s sales professionals for the

tract gave advice to buyer’s agents and their clients that the upcoming phase would sell in a first-come firstserved basis and that it was expected for buyers to camp overnight. Such suggestions 12-18 months ago would have resulted in laughter from the agent community. Builders were courting agents and incentivizing their clients with generous closing costs, complementary top-tier upgrades and appliance packages. Today, nearly every incentive has been eliminated. The buyer must now shoulder the cost of upgrades

and exterior landscaping. The city of Carlsbad has less than one month supply of for sale property. Carlsbad’s 92010, where Sycamore is located, has only four available resale homes as of April 17, with 30 under contract or set to close. The excess property and ‘shadow inventory’ bearish economists like Shilling warned of has not surfaced. North County is seeing fewer, not more, short-sale and foreclosure homes. Once making up nearly 50 percent of the active real estate market, homes under duress have fallen in prominence to less than 10 percent. Rising home prices has helped underwater homeowners refinance, sell or give the needed confidence to wait out further recovery in housing prices. Short sales and foreclosures provided homebuyers with the opportunity to purchase property at a discount. Those deals are all but gone. In summary: fewer homes for sale, higher average home prices, sub-4 percent mortgage rates, fewer short-sales and lower time-on-market to sell. Lund can be reached at Tyson@LundTeam.com

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A large number of condominium and townhome complexes in Carlsbad have allowed their FHA and VA certification to expire. If you are a current owner of a condominium or townhome, you should inquire to management whether or not your complex is FHA and VA certified. FHA loans are one of the most popular loan products for both first-time and condo home buyers. The popularity stems from the low down payment and flexible credit score requirement giving many the opportunity to purchase that would not be able to qualify by conventional loan standards. Especially those buyers coming out of a short-sale, bankruptcy or foreclosure that has a recovering credit score and has not yet saved up 20 percent for a down payment. Without proper certification, an FHA borrower will not be able to offer on a property in a non-approved complex. In today’s market of ample buyer supply, it may seem like a low-priority item for many associations and owners. But as prices rise and the investor buyers dwindle, condo owners will want access to the largest number of available homebuyers and that will be FHA and VA buyers. Condo owners should visit HUD.Gov for the steps to certification or pay a small fee to the number of for-profit companies that will prepare the paperwork on behalf of the community.

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CARLSBAD BUSINESS JOURNAL MAY 2013

19

BUSINESS BUZZ

Callaway Golf declares quarterly dividends Callaway Golf Company declared a regular quarterly cash dividend of $0.01 per share on its Common Stock. The dividend is payable on June 17, 2013 to shareholders of record at the close of business on May 21, 2013. The Company also declared a regular quarterly cash dividend of $1.875 per share on its 7.50 percent Series B Cumulative Perpetual Convertible Preferred Stock. The dividend is payable on June 17, 2013 to shareholders of record as of May 21, 2013.

Life Technologies sold for $13.6B Thermo Fisher Scientific of Waltham, Mass. is acquiring Life Technologies Corp. for approximately $13.6 billion, plus the assumption of Life Tech’s net debt at the time of closing (or $2.2 billion as of the end of 2012). The board of directors of both companies approved the transaction last month. “We are extremely excited about this transaction because it creates the ultimate partner for our customers and significant value for our shareholders,” said Marc N. Casper, president and CEO of Thermo Fisher Scientific in a statement. “The acquisition of Life Technologies enhances all three elements of our growth strategy: technological innovation, a unique customer value proposition and expansion in emerging markets. Gregory T. Lucier, chairman and chief executive officer of Life Technologies, said in the statement “This transaction brings together two companies intent on accelerating innovation for our customers and achieving greater success in a highly competitive global industry. Further, this combination delivers immediate and significant cash value to our stockholders and represents a successful conclusion to the board’s strategic review to enhance stockholder value and develop an even

stronger future for Life Technologies. We look forward to joining forces with the outstanding team at Thermo Fisher, which shares our commitment to customers, employees and the communities we serve.” Life provides innovative products and services to customers conducting scientific research and genetic analysis, as well as those in applied markets, such as forensics and food safety testing. With 2012 revenues of $3.8 billion, its comprehensive offering includes a broad range of reagents, consumables, instruments and systems. Life’s leading technologies are protected by approximately 5,000 patents and licenses, and it builds on this position through a strong commitment to innovation. Life has an expansive commercial presence and global footprint as well, with more than 10,000 employees serving its customers around the world. It is expected that Life Technologies’ president and chief operating officer, Mark P. Stevenson, will have a significant leadership role in the combined company. In addition, Thermo Fisher intends to elect a member of the Life Technologies board of directors to the Thermo Fisher board.

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Productive Computing acquires hosting services for FileMaker Productive Computing, Inc. has announced the acquisition of Adatasol’s FileMaker hosting services. Under the terms of the agreement Adatasol, Inc. turned over their FileMaker hosting services to PCI. Through June, PCI will be integrating those customers into their hosting and SaaS server infrastructure which is located in key data centers across the U.S. “We are extremely excited at the opportunity to bring new hosting customers into the Productive Computing, Inc. family," said said Marc Larochelle, CEO of Productive Computing, Inc. We are working very hard to provide a premium level service to exceed all their expectations and to earn their loyal business for years to come,”added Larochelle.

New Village Arts ensemble members Dana Case, Justin Lang and Amanda Morrow (photo by Daren Scott)

Sea monsters invade NVA in ‘Seascape’ New Villate Arts is concluding its 12th season with Edward Albee’s Pulitzer-prize winning play “Seascape,” a tale about identity, relationships and evolution that will bring sand dunes and the sky — and sea creatures — into the theater. The play, which will be directed by Kim Strassburger, begins previews May 10, and runs through June 9. Opening night is May 18 at 8 PM. Tickets range from $22-$36 and can be purchased at www.NewVillageArts. org or by calling 760-433-3245. The play is about a middle-aged couple who are joined by two highly-evolved sea lizards that decided to come out of the ocean and engage the couple in dialogue, as they ponder whether they should embark on life outside the water.

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Carlsbad Busines Journal - May 2013