PULSE BEAT
Latinas festival features art, dancing
Three days of colorful arts and crafts, great food, swirling skirts, pounding boots, kicked-up dust, jumping, turning, cavorting and plenty of joyous smiling from both adults and children: it was the Paramount-based Latinas Art Foundation’s annual festival at Paramount Park.
The Art Festival was held on July 19, and it included not only beautiful artwork on display and for sale, but also a special visit from members of the Los Angeles Rams Cheerleaders.
The International Dance Convention followed on July 20 and 21. The well-attended event featured a wide variety of dance exhibitions and classes ranging from traditional to contemporary styles. Talented teachers shared their dance expertise, including Juan Gil Tadeo Martinez: Calabaceado and Aguascaliente; Octavio Gutierrez: Técnica RaZa and Sones de Occidente; Briana Hernandez: Salsa; Abigial Arelis Valdez: Tecnica Contemporána Folklorico and Sinaloa; Yolanda Preciado: Tamualipas and Querétaro; Nateli M. Ruiz: Contemporary; Monica Ashibi: Hip-hop; Violeta Anderson: African Dance; and Britania Manzanares: Polka Norte de Nicaragua and Bailes de Nicaragua
A highlight of the event took place when 10 separate dance teams—including 75 children—gathered in the early evening for the Vaquereada, the largest group dance in the lively Calabaceado style ever held in the Los Angeles area. Juan Gil Tadeo Martinez from Baja California choreographed this very special dance exhibition that showcased rapid and complex steps, jumps, turns and kicks originally popularized by vaqueros.
Latinas Art Foundation Executive Director Danaly Perez thanked all the volunteers and sponsors who helped make this year’s festival such a great success. “Cultural art awareness brings elders and youth together to learn, create and change,” she said. “The Latinas Art Festival is a effort to engage the community in learning new skills and encouraging self-esteem, sense of identity and belonging. Community members gather at cultural festivals to better understand each other and gain insight into the history of others.”
Latinas Art Foundation is a 501(c)(3) non-profit organization that supports arts education and encourages study and appreciation of Latino arts and culture. The organization strives to empower women and girls while educating the community. The foundation supports scholarship programs, research, conservation, exhibitions and events. For more information, visit latinasartfoundation.org or call 562-895-3120. (See additional festival photos on page 14.)
P ULSE BEAT
Photos by
Huy Le
Brenda Olmos joins Paramount City Council
At the July 16 Paramount City Council meeting, Brenda Olmos was given the oath of office to assume the council seat left vacant by the retirement of Diane J. Martinez. Olmos will serve the remaining eight months of Martinez’s term.
“I have an immense amount of gratitude for this city, because it has allowed my husband and me to raise our family and build a life that we are proud of,” she said at the meeting. “I’m convinced Paramount’s best days are ahead of us.”
Born and raised here, Olmos has served on the City’s Public Safety Commission for the last 14 years. She was a board member for Paramount Girls’ Softball and Paramount Junior Pirates Football and was past president of Paramount Pathways Hospice. She is a member of the Paramount Rotary Club.
Olmos founded the year-long “Healthy Paramount” initiative, was president of the Paramount Chamber of Commerce and chairperson of the recent Paramount Heritage Parade Committee. She received a Distinguished Citizen Award from the BPOE Elks in 2018.
Professionally, she is the Director of Network and Business Development for AppleCare Medical Management. She is a welcome addition to the Paramount City Council.
A Producer of Renewable Fuels Using
Animal Fats and Vegetable Oils
Enjoy the last two free summer concerts on Thursdays in Progress Park, located at 15500 Downey Avenue:
• Thursday, August 8: Rob Staley Band (Country music)
• Thursday, August 15: Los Pinguos (Latin rhythm)
The music plays from 6:30 to 8 p.m. It’s festival-style seating, so bring a lawn chair or blanket.
There will also be a Mini Night Market by the producers of the Friday Night Market starting before the show at 3 p.m.
Thank you to our sponsors: World Energy Paramount, Wavefront Technology, T-Mobile Paramount, Los Angeles County Arts Commission, Iceland, Assemblymember Anthony Rendon, New York Life-Sammy T. Kotob, Pizza Press, Horchateria Rio Luna, Clínica Medica Hispana and Downey Federal Credit Union.
During the 2019 fall school semester, the Los Cerritos YMCA will be providing after-school child care for PUSD kindergarteners through 5th-graders from school dismissal time to 6 p.m. at the Mariposa Center, 15500 Downey Avenue, in Progress Park.
Financial assistance is available. Transportation may be available from school to the Mariposa Center.
The YMCA combines academics with play and offers a safe, caring environment where kids can achieve, feel a sense of belonging, build friendships and explore new interests. Healthy snacks will be served.
To register, visit the Los Cerritos YMCA at 15530 Woodruff Avenue in Bellflower; call 562-925-1292.
SEAACA specials on rescuing a pet
Southeast Area Animal Control Authority (SEAACA) is running its “Hot Adoption Days” summer promotion through August 10.
You can adopt a dog (one year and older) at 50% off the normal cost or a cat or rabbit (eight weeks and older) for a mere $5.
Adoption includes spaying or neutering, micro-chip ID, first set of vaccines and flea treatment. (Some pets may require a refundable spay or neuter deposit. This offer excludes “Boutique Buddies” and cannot be combined with any other offer or promotion.)
Animal viewing is Tuesday through Friday, 11 a.m. to 6 p.m., and Saturday from 10 a.m. to 5 p.m. SEAACA is located at 9777 Seaaca Street, Downey, CA 90241. For information, call 562-803-3301. (Also see the SEAACA story on page 5.)
After-school YMCA child care at the Mariposa Center
Rob Staley Band
Los Pinguos
Mariposa Center
Public Safety
AIn a “donut” maneuver, a driver rotates the rear or front of a vehicle in a continuous circular motion, creating a donut-shaped skidmark pattern of rubber on pavement and often causing tires heated by friction to emit high volumes of smoke. Performing a donut can be hazardous not only because it places great strain on a car’s suspension and drivetrain (which can cause mechanical failure and loss of control), but also because dangerous tire blowouts can occur.
Free public transit passes available for Paramount college students
Alert Sheriff’s Department about illegal ‘sideshows’
wave of illegal vehicular activities on streets has been plaguing the Los Angeles area, including “sideshows” where spectators and drivers take over intersections to watch cars perform dangerous driving stunts like “donuts.”
This usually happens in the late evening or early morning hours, and it has occurred in Paramount. Sheriff’s deputies have made arrests locally and have set up aggressive traffic enforcement operations to target such activities.
To help protect against these criminal acts, residents are encouraged to call the Lakewood Station at 562-623-3500 if you see groups of cars and individuals occupying an intersection.
IHome security rebate program returns to Paramount
t’s back! The hugely successful Home Security Rebate Program has been funded again for another round of helpful payments to Paramount residents who can get up to $200 for new home security products or new security services.
These include alarm systems, security cameras, doorbell cameras, exterior floodlights with a camera, motion sensor lights with a camera, and more.
Rebates are limited to one per household, first-come, first-served. Funds are limited, so residents are encouraged to apply soon.
To apply online, go to paramountcity.com, look under Government, then Public Safety Department, and find the page for the Home Security Rebate Program.
For any questions, please call 562-220-2002.
Beware of unlicensed sidewalk food vendors
CIf a vendor doesn’t display a LACDH sticker, don’t eat the food!
alifornia law changed recently to allow sidewalk food vendors to operate freely and legally. This means that you might start seeing more of these food carts around Paramount selling a variety of items.
Such vendors still need to be licensed by the Los Angeles County Department of Health (LACDH) to ensure that their products are safely prepared and stored.
Proof of this certification is a LACDH sticker displayed on their cart.
Some vendors are complying with the law, but others are ignoring it. If you see no Department of Health sticker, beware. If the vendor is not going through the proper legal process, it is possible that eating their food will make you sick.
To report illegal sidewalk vendors, please call the City’s Code Enforcement Division at 562-220-2045.
If you are an incoming or continuing college student residing in Paramount or a Paramount High School graduate now in college, you may apply for a free Paramount University Pass (PUP) available from the City of Paramount
The PUP card provides students with unlimited travel on Long Beach Transit and Metro bus routes to nearby campuses. It is good for one calendar year. You need to complete the “Paramount In Motion” application with proof of Paramount residency and school enrollment and also complete a Metro questionnaire (included in the PUP card application). Applications can be picked up at the Recreation Office, 15300 Downey Avenue, or at City Hall, 16400 Colorado Avenue. Turn in your application to the Recreation Office.
For questions, contact Suleyma Rosales, Community Services & Recreation Supervisor, at 562- 220-2121. Once you apply for a PUP card, it may take up to 10 business days for activation. The number of cards is limited, so apply soon.
Long Beach Transit routes 21A/21B, 22, and 71 travel directly to Cerritos College and LBCC Pacific Coast Campus. Transfers are available to LBCC Liberal Arts Campus, Compton College, CSUDH, and CSULB. If you are attending a different college or studying at a nearby trade school, you may use this service.
Here are times to travel one-way to nearby colleges:
• Long Beach City College (Liberal Arts Campus): 50-minute commute.
• Long Beach City College (Pacific Coast Campus): 52-minute commute.
• Cerritos Community College: 47-minute commute.
• Compton Community College: 30-minute commute.
• California State University, Long Beach: 51-minute commute.
• California State University, Dominguez Hills: 44-minute commute.
Also, Paramount Unified School District K-12 students can get a Transit Access Pass (TAP) card, an electronic ticketing and payment method used on most public transport services within Los Angeles County. PUSD students can get a reduced monthly fare of $40 for Long Beach Transit access only.
City Council
Heritage Parade committee praised
The 12 members of the Paramount Heritage Parade Committee were recognized at the July 2 Paramount City Council meeting for their ambitious and highly successful undertaking. Held in conjunction with the City’s Third Annual Heritage Festival on June 1, it was the first civic parade held in town in more than 40 years and a great source of Paramount Pride. There were nearly 60 entries, including marching bands, horseback riders, vintage vehicles, dancing groups and much more (see the July 2019 Pulse Beat for details). From left, the committee members are: Vilma Stallings-Cuellar, Isabel Aguayo, Cynthia Guillen-Nelson, Mike McKown, Karla Rodriquez-Picasso, Rebecca Guillen, Miriam Mercado, Dora Sanchez, Margaret Garcia, and Brenda Olmos. (Unable to attend were Margaret Mondragon and Johnny Alcarez.)
Guard members lead pledge
The California State Guard, Military Museum Command, Honor Guard Unit for the Presentation of Colors, along with Specialist Jesus Arias of the Army National Guard, led the Pledge of Allegiance at the July 2 Paramount City Council meeting. Specialist Arias is a member of the City’s Boulevard of Heroes.
Miriam Mercado was this year’s student honoree for the Long Beach State
Coyotes in Paramount C
oyotes are wild, smart, adaptable canines that have become a part of the urban environment in Southern California due, in part, to the rapid loss of their habitat because of development. Sightings of these animals have been reported in Paramount neighborhoods.
Coyotes are by nature fearful of humans. They primarily hunt rodents and rabbits for food but will take advantage of whatever is available, including garbage, pet food and domestic animals.
If coyotes are given access to human food and garbage, their behavior changes: they lose their natural caution and fear.
The Southeast Area Animal Control Authority (SEAACA), which provides services to Paramount, receives many calls regarding wildlife sightings. SEAACA can respond to calls for animals that are sick, injured, deceased, in physical contact with a human or domestic animal or in close proximity to many people. The SEAACA number is 562-803-3301.
SEAACA is not authorized to relocate healthy wildlife. In any event, relocating a coyote is not an option, because it only moves the problem to another neighborhood.
If you see a coyote attacking a human, call 911 and law-enforcement representatives.
It’s important to learn how to co-exist with these wild animals. Residents have numerous ways to discourage coyotes from entering their properties:
• Never approach or touch a coyote.
• Never intentionally feed a coyote.
• Do not feed any wildlife, including squirrels and songbirds, since such smaller prey animals attract coyotes.
• Do not leave food and water outside for domestic pets.
• Do not leave small children or pets unattended outside during the late afternoon or early morning.
• Install motion-sensitive lighting around your house, especially in areas where you have fruit trees or animals residing outside.
• Trim ground-level shrubbery to reduce hiding or nesting places. Put trash in closed containers that cannot tip over. Do not leave plastic bags containing trash outside—put bags in trash containers with tight lids.
• Do not overfill trash containers, especially with food or table scraps, and always make sure lids are securely closed.
• Pick up any fallen fruit, which can attract hungry coyotes.
• Cover compost piles to discourage coyotes from digging for food.
• Double check fencing to make sure that it is secure.
• Unaltered female dogs in season will attract male coyotes. If you encounter a coyote, make loud noises, make eye contact, but never turn away from a coyote. If this fails to affect the animal, throw rocks or small objects in its direction. If a garden hose is handy, spray the coyote with water. Make it clear that the coyote is not wanted in the area.
For more information, visit Seaaca.org or call 562-803-3301.
Miriam Mercado receives student award
Community Service Award, which recognizes members of the school’s family who contribute greatly to cities where they live—a very impressive achievement considering that there are more than 30,000 students on the campus. She was also recognized by the City Council at its July 2 meeting. Her community involvement has included being a member of the City’s first Youth Commission, the Heritage Parade Committee (see photo above), Paramount-Tepic Sister Cities, the Lions Club and the Friends of the Library. She provides homework help to students at the Spane Park Learning Center and is an intern for Assemblymember Anthony Rendon’s office. From left: Councilmember Laurie Guillen, Mayor Tom Hansen, Miriam Mercado, Councilmember Peggy Lemons, and Vice Mayor Daryl Hofmeyer.
Membership RENEWALS
We’re very grateful that the businesses below have renewed their Paramount Chamber of Commerce memberships. Their support makes our valuable services and Business Resource Center possible.
Banc of California
52 years
15954 Paramount Blvd., Paramount, CA 90723
Paramount Iceland, Inc. 52 years
8041 Jackson St., Paramount, CA 90723
Southern California Gas Company (SoCalGas) 52 years
Gas Company Tower in Downtown Los Angeles
Casa Gamino Restaurant 42 years 8330 Alondra Blvd., Paramount, CA 90723
Ward Properties.................................................35 years
16311 Garfield Ave., Paramount, CA 90723
El Compa Restaurant.....................................25 years
7010 E. Rosecrans Ave., Paramount, CA 90723
Instrument & Valve Services Co...................25 years
6851 Walthall Way, Paramount, CA 90723
Paramount Elks Lodge BPOE #1804...........23 years 8108 Alondra Blvd., Paramount, CA 90723
Emmanuel Reformed Church.......................22 years
15718 Paramount Blvd., Suite B, Paramount, CA 90723
Our Lady of the Rosary Catholic Church....20 years 14815 Paramount Blvd., Paramount, CA 90723
Communications Workers of America........20 years
7844 Rosecrans Ave., Paramount, CA 90723
Doublz Inc........................................................18 years
15100 Paramount Blvd. Paramount CA. 90723
Embassy Suites, Los Angeles - Downey.......17 years 8425 Firestone Blvd., Downey, CA 90241
Southern California Edison 17 years
A service territory of approximately 50,000 square miles
Marisco’s El Periguette 13 years 8527 Alondra Blvd., Ste. 145, Paramount, CA 90723
Southeast Area Animal Control Authority 11 years 9777 SEAACA St., Downey, CA 90241
Hunter Security Inc. 10 years 15317 Paramount Blvd. Ste. 103, Paramount, CA 90723
Bodycote Thermal Processing 9 years 9921 Romandel Ave., Santa Fe Springs, CA 90670
Chapel of Change Christian Fellowship........7 years 6701 Alondra Blvd., Paramount, CA 90723
Raise the Bar Productions...............................7 years 16356 Downey Ave., Paramount, CA 90723
R.Cee’s Barbershop...........................................6 years 16601 Paramount Blbd., Paramount, CA 90723
Forest Lawn Memorial Park Association......3 years 4480 Lincoln Ave. Ste. 4, Cypress, CA 90630
Medina Investments, LLC................................2 years 8402 Florence Ave. #A, Downey, CA 90240
Sam’s Roofing Material......................................1 year 15719 Downey Ave., Paramount, CA 90723
C alendar of E vents
August 8 • 11:30 a.m.–1 p.m.
Ribbon-cutting for V&C’s Cookies & Brownies
At the Paramount Chamber Office, 15357 Paramount Blvd. Lunch and networking (see page 10). RSVP at 562-634-3980 or Paramountchamber.com.
August 13 • 11:30 a.m.–1 p.m.
Ribbon-cutting for Family Cutz
At their location, 8807 Alondra Blvd., Paramount. Lunch and networking. RSVP at 562-634-3980 or Paramountchamber.com. Also see page 11.
August 14 • 5 p.m.–7:30 p.m.
‘Moonlight Mingle’ Chamber Networking
Crowne Plaza Hotel, 6121 E. Telegraph Rd., Commerce, CA. Appetizers, drinks. RSVP at 562-634-3980 or Paramountchamber.com. See details in ad on page 8.
August 22 • 11:30 a.m.–1 p.m.
Ribbon-cutting for H1 Floor Coverings
At their location, 13832 Paramount Blvd., Paramount. Lunch and networking (see page 10). RSVP at 562-634-3980 or Paramountchamber.com.
August 27 • 11:30 a.m.–1 p.m.
Ribbon-cutting for A&R Cleaning Multiservices
At the Paramount Chamber Office, 15357 Paramount Blvd. Lunch and networking (see page 10). RSVP at 562-634-3980 or Paramountchamber.com.
September 18 • 11:30 a.m.
Paramount Women’s Club Potluck Luncheon
At Progress Park Plaza, 15500 Downey Ave., Paramount. RSVP to Laura Oropeza (562-923-3104), Elisa Trasoras (562-861-0408) or Jean Williams (310-962-3048).
BARTENDER
Part-time. Must have evenings and weekends available. Contact Leroy at 562-634-9001.
SKILLED LABOR OPPORTUNITIES
SkillsetGroup currently has positions available for first, second and third shifts. Come in and apply today! SkillsetGroup actualmente tiene aperturas para puestos disponibles para Primer, Segundo y Tercer turno. ¡Ven y aplica hoy!
Machine operator Sanitation Loading/unloading Forklift driver Production line Order pulling Call us at 866-375-3094 or use Instagram (@skillsetgroup) or Facebook for weekly updates. 7300 Alondra Blvd., Suite 202, Paramount, CA 90723.
STATE FARM AGENT
Take control and keep perspective. State Farm Agents grow a business designed to help customers protect what’s important to them while making time to give back to their neighborhood. Make a decision you can be proud of and take your career to a better state. Contact David Maciel at 562-305-2111.
FULL-TIME SEAMSTRESS
5-Star Interior Services, Inc., has a job for a full-time seamstress with drapery experience. Contact Leroy at 818-845-4518.
MAINTENANCE WORKER
Part-time, entry-level or skilled. Painting, locksmith work, lighting, general maintenance, minor or major plumbing repairs, upkeep and repairs in a senior citizen’s facility. Email Gaby at gaby@immpco.com or call 562-408-0801 from 8 a.m. to 5 p.m.
OFFICE ASSISTANT
Will train. Light office administration, data entry, materials and tools reports, filing, maintain warehouse. Long-term 20+ hours. Report in person or contact Jessica Gonzalez: 562-529-5700 at TECHCOAT, 15720 Garfield Ave. Paramount, CA 90723; M-Th 8:30 a.m.–3 p.m.
CREW WORKER
Specialty construction. Will train. Usage of mechanical mechanical equipment, painting, grinding, industrial floor coating. Long-term: 30+ hours per week, including some weekends. Report in person at TECHCOAT, 15720 Garfield Ave. Paramount, CA 90723; M-Th 8:30 a.m.–3 p.m.
B100 miles and still going. . .
ack in August 2018, senior marathon runner Patricia Winiecki finished the historic 7.1-mile Falmouth Road Race on Cape Cod in Massachusetts, and we published the photo of her finish (at the right) in the December 2018 Pulse Beat along with a story about the exploits of Patricia and Ken, her husband of 50 years. They’ve been running together since 2012.
Many long marathon miles have since passed beneath the running shoes of this peripatetic couple, and in May 2019, the Winieckis achieved a major, mutual goal when they both finished their first four-day, 100-mile “Born to Run” ultramarathon—signal achievements, indeed, when you consider that they’re both pushing 70! In fact, Patricia was the oldest woman to finish the race. Patricia and Ken were both “ecstatic” (her word) after finishing, as you can tell from the photo of her (far right) with the finishing-line tape in her mouth.
But when the race started, Patricia wasn’t at all sure whether she’d be able to finish because of the physical ordeal she’d been through earlier this year. On January 27, when she was cooling down after a run, a bicyclist, racing at full speed, hit her head on. “He spun me around 180 degrees, tossed me upside down and into the air,” she recalled. “Witnesses said they saw my feet straight up and heard my head crack the cement. I landed upside down inside a tree on the side of the path. I was knocked unconscious.” She suffered a concussion, a serious laceration on her right leg and many other abrasions and bruises. After that accident, she was only able to run shorter distances for many months, and she was growing increasingly concerned that she wouldn’t recover in time to attempt the planned 100-mile run. “My concern mounted daily,” she said.
However, Ken and their athlete friends, especially Luis Escobar, worked with her and encouraged her. So she kept running on her treadmill and was extremely diligent about her therapy and nutrition, and the day eventually came when she and Ken boarded an RV and headed for the ultramarathon site in Los Olivos, California.
Before the ultramarathon, Patricia’s longest race had been 60 miles long. “I wondered how adding another 40 miles to my 67-year-old body would feel!” she said. She soon found out. First came the blisters: a big one on her left big toe and another on her right second toe. “Neither bothered me,” she said. “Both popped on their own on the trail”—but she lost a toenail on her right foot. Nonetheless, she and Ken both completed 30 miles that first day.
But on the second day, another 30-miler, an old nemesis from earlier long races came back to haunt her at around mile 50: “a terrifying and terrible lean” to the left. Patricia decided to fight it and keep going. “I kept reminding myself that this was a tough quest, in itself, but I was tougher and I would just do it with a lean! It reminded me of Ginger Rogers dancing backward in high heels with Fred Astaire,” she said.
She and Ken pressed on, running 20 miles on day three and the same distance on day four to complete their 100 miles. They were among 46 athletes (most much younger) who finished out of 51 runners who had started the marathon.
After this amazing accomplishment, Patricia and Ken participated in four events—the Power Walk 1500m, Power Walk 5K, Road Race 5K and Road Race 10K—at the National Senior Games held June 14-25 in Albuquerque, New Mexico. And, yes, they’re already making plans for the next “Born to Run” ultramarathon in 2020.
SELA Art Festival at the LA River
“As the river flows, culture grows.”
About 8,000 people, including a large contingent from Paramount, turned out for the 2nd Annual SELA Arts Festival at the LA River hosted by 63rd District Assemblymember Anthony Rendon. The free family event took place on July 27 in the LA River channel adjacent to Hollydale Regional Park. Featured were live bands, community theater, folklore exhibitions, art installations, artisan vendors and interactive workshops. Attendees learned about how the LA River benefits both the environment and South East Los Angeles area communities.
Patricia’s and Ken’s names are at the top of the list of 100-mile finishers on the computer screen shown below.
Attendees at Chamber networking breakfast learn about Ambassadors of Compassion program for local students
Guest speakers Pastor Ken Korver and Juliana Maidana of Emmanuel Reformed Church in Paramount gave an informative presentation about the Ambassadors of Compassion (AOC) program for Paramount students at the Chamber of Commerce networking breakfast July 25 at the Paramount Park Mariposa Center.
AOC is a resiliency-building, character-developing leadership program designed to equip today’s youth with critical skills necessary to navigate sucessfully through life’s inevitable challenges. The scientifically-measured program brings together the wisdom and expertise of successful corporate and community leaders and educators from around the world, as well as celebrities and professional and college-level athletes—who all serve as mentors.
Ken and Juliana, who are both AOC mentors, told the 35 attendees that the program recently implemented in Paramount schools has grown rapidly from 25 to 100 student participants, and their goal is 150 students in the coming 2019-2020 academic school year.
For more information about the Ambassadors for Compassion program, contact Juliana (Juliana.maidana@erc.la or 562-531-6820) and visit aoclife.org
Sponsors for the networking breakfast were AppleCare Medical Management (part of OptumCare) and Real Estate Homes & Investments.
September 18 11:30 a.m. Progress Park Plaza 15500 Downey Ave. Please RSVP to: Laura Oropeza: 562-923-3104
Elisa Trasoras: 562-861-0408
Jean Williams: 310-962-3048
Pastor Ken Korver
DATE:
Paramount Chamber of Commerce
Upcoming ceremonies (also see the Calendar of Events on page 6)
Ribbon-cutting Ceremonies
Family Cutz
Salon for kids and families featuring themed kid stations with 32-inch TVs and Netflix!
FLOOR COVERING
V&C’s Cookies & Brownies
August 8 • 11:30 a.m.–1 p.m.
At the Paramount Chamber of Commerce Office: 15357 Paramount Blvd. Lunch, homemade cookies and brownies, ice cream sandwiches, banana pudding cups, lots of free treats and giveaways!
RSVP at 562-634-3980 or Paramountchamber.com
Family Cutz Hair Salon
August 13 • 11:30 a.m.–1 p.m.
At their salon location: 8807 Alondra Blvd., Paramount. Check out our cute kid stations! Lunch served, networking opportunity, giveaways and specials.
RSVP at 562-634-3980 or Paramountchamber.com
H 1 Floor
Covering
August 22 • 11:30 a.m.–1 p.m.
At their location: 13832 Paramount Blvd., Paramount. Flooring, cabinets and countertops. Lunch will be served. Networking opportunity.
RSVP at 562-634-3980 or Paramountchamber.com
August 8 • 11:30 a.m.–1 p.m.
At the Paramount Chamber of Commerce Office: 15357 Paramount Blvd. Residential and business cleaning. Lunch will be served. Networking opportunity.
RSVP at 562-634-3980 or Paramountchamber.com
l caldining
To
l cal dining
8063 Alondra Blvd., Paramount, CA 90723
Phone: 562-408-2360
Mon-Thur: 9 a.m.-10 p.m. Fri-Sun: 8 a.m.-Midnight Happy Hour: 2-7 p.m. Mon-Thur (except holidays) $5 off any $20 purchase of regularpriced items. Present this coupon. (Expires 9/1/19)
To place your ad in Local Dining, please call the Paramount Chamber of Commerce at 562-634-3980.
member-to-member discounts Paramount Chamber of Commerce
As a member, these discounts are extended to you by your fellow members. Visit the following businesses to receive the discounts listed below. But remember, these offers are available only to members of the Paramount Chamber of Commerce!
Advertising & Marketing
Advertise Smart, Not Hard (323-247-0938): Five-night Cancún accommodation for subscribing to any of our products.
Attorney & Legal Services
Lerma Law Office (562-272-4353): 15% discount on initial retainer fee or flat-rate service.
Automotive
Herald’s Garage (562-633-2136): 15% discount on labor and a free engine light reset.
Cleaners
Alert Cleaners (562-634-4602): 10% discount on any dry cleaning.
Communications
Transcom Telecommunications (562-630-1200, ext. 221): 10% off equipment (business phone services).
Contractors
Jones Scaffold Co. (800-266-3864): 10% off net rental of scaffold equipment.
Data Base Services
NEXTSTEP (877-305-6932): Free needs analysis and special Chamber member discount rate.
Financial Services
SG Tax Services (562-630-4004): $25 off tax preparation for Chamber members and their employees.
Vicky Professional Services (562-634-1178): 20% off bookkeeping and accounting service.
United Credit Education Services (424-298-1726): $50 off $99 enrollment fee.
Healthcare
Azul Homecare Partners (562-862-9249): 10% off medical supplies (please call Giselle Ortegon).
Clínica Médica Hispana (562-630-1991): 25% discount.
Hansen, Thomas D. C. – Chiropractor (562-634-0985): 25% off initial visit.
Hotels & Motels
Embassy Suites Hotel (562-861-1900): 15% off best available room rate (subject to availability). Ask for “Chamber rate.”
Plumbing & Heating
Downey Plumbing, Heating & Air Conditioning (562-861-1234): 10% off HydroJet service and/or 10% off material.
Printers
Source Graphics, Inc. (562-408-2734): 10% discount on all printing.
Real Estate
GM Properties (562-696-0200): 5% of gross commissions on closed deals will be sent to the charity of our choice in your name. Call and ask for Matt.
The R.M. Cool Company (562-630-6000): Call and ask about our preferred pricing for Chamber members.
Penta Pacific Properties (562-699-1922): Free opinions of market value of commercial and industrial properties.
Real Estate Homes & Investments (562-200-1164): 20% discount. Call and ask about preferred pricing for members.
Restaurants
Antojitos Mexicanos Restaurant (562-712-5292): 10% discount on all food orders over $10.
Café Corleone (562-408-6100): 10% discount on all food purchases.
Café Camellia (562/866-2824): 10% discount on food purchases.
Casa Adelita (562-408-2360): 10% off (may not be combined with other specials).
Casa Gamino (562-634-6225): 10% discount on food purchases.
El Compa Restaurant (562-630-1068): 10% discount on all food purchases.
Mariscos El Parihuete (562-408-1661): 10% off on food purchases over $10.
Mariscos Mi Lindo Sinaloa #1 (562-529-5110): 10% discount on all food purchases.
Pika Tortas Ahogadas (562-529-5787): 10% discount on all regular-priced food items (excludes combo deals).
Shakey's Paramount (562-630-6090): 10% discount off regular-price large or medium pizza.
Ice Skating
Paramount Iceland (562-633-1171): 10% off admission and skate rental.
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ALori Fairbanks (who
s a small business owner, it’s important to feel enthusiastic about your business and confident about what it has to offer, and you need to be the No. 1 evangelist for your business. But believing that everyone is your customer is counterproductive, because you’ll spend a lot of time, energy and money trying to reach people who just aren’t interested.
Think about some of the country’s biggest companies. Though they’re wildly successful and have very broad customer bases, even they can’t claim “everyone” as their target market. Walmart, for example, focuses on budget and convenience shoppers, promising “everyday low prices” to deliver on its tagline to help its customers “Save money. Live better.” Although it has more than 4,000 stores in the U.S. and sells groceries, electronics, clothing and nearly everything else you need to run a household, it doesn’t carry high-end or luxury goods, because that isn’t what its target audience is looking for in its stores.
To focus your marketing efforts, it’s important first to identify your target buyers to ensure a good fit with your brand and to stop wasting resources on those who aren’t good prospects.
1. You can narrow your marketing efforts.
Just as everyone is not Walmart’s customer, everyone is not your customer. Here’s why that’s OK: You can’t please everyone. But there are people you can please, and once you figure out who they are, you’ve found your niche. The problem with trying to appeal to a too-broad customer base is that you can’t possibly meet every need. Narrowing your scope to your actual and potential customers takes the pressure off “being everything to everyone” so that you can focus on delivering products or services that your real audience gets excited about.
Who is your customer?
So, if “everyone” isn’t your target customer, how do you figure out who is? If you already have customers, you can analyze your customer data to find commonalities. With this information, marketing experts recommend creating buyer personas—fictional characters who represent your ideal customers.
Although they’re fictional, their qualities should be based on your actual customers. In addition to demographic information, you should include details about them that give you insights into who they are, what they want, what challenges they’re facing, what problems or pain points are driving them crazy, and why your business is a good resource for them.
Writing for Inc. magazine, MemberPress founder Blair Williams says to learn more about your niche market, spend time in the online forums and groups they use to find out what questions they’re asking or what issues they’re dealing with and dig into social media to find out “what your audience is buzzing about in real time.”
Alexa’s marketing manager, Jennifer Yesbeck, provides additional tips for learning about your ideal customer and suggests interviewing your existing customers, asking your sales team what trends they’re seeing in the market, and analyzing data from your POS system and web analytics.
After you identify your ideal customer, here are three things you can do with this knowledge:
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Recognizing that everyone is not your customer frees you from chasing unprofitable leads. In a recent survey conducted by sales strategist Marc Wayshak, 71% of the nearly 400 salespeople surveyed reported that “50% or fewer of their initial prospects turn out to be a good fit.”
Identifying your target buyers helps you pinpoint which prospective customers are good fits for your brand, so you can stop wasting your sales and marketing resources on people who have no interest or need for what you’re selling.
Also, once you know who your customers are, it’s easier to connect with them, because you know where they are and what they want. Yesbeck writes: “When it comes to marketing, if you’re trying to talk to everybody, you’re going to have a difficult time reaching anybody. Vague and generic messages are far less likely to resonate with audiences than specific, direct communication—which is why targeting in marketing is so important.”
So instead of addressing your “everyone” customers in broad, vague terms, you can speak directly to your target customers and get into nitty-gritty details that show them you understand their needs. Instead of guessing about the type of marketing strategy that will be the most effective, you know the best way to reach them—whether that means creating content that resonates with them on their preferred social media channel, running an email campaign, or following up with them on the phone or in person.
2. You can become a specialist in your industry.
Knowing exactly who your customers are and how your business meets their specific needs and wants allows you break away from the pack and become a specialist in your industry. This is your competitive edge.
Chances are good that you’re not going to be able to beat the Walmarts of your industry on breadth of product or service offerings, nor do you have the sales volume needed to win a race to the bottom. But you can offer specialty products or features that aren’t available elsewhere—such as those that are suitable for enthusiasts or professionals—or a quality of service that isn’t provided by other companies.
“When you specialize, you’re able to provide your target market with a superior value proposition over companies
that generalize in a related field,” writes author and business consultant Larry Alton in an article for Forbes.
“You essentially become a bigger fish in a smaller pond, as opposed to the other way around.”
The advantage to this—having a unique selling proposition (USP)—is that you’re no longer competing solely on price. Granted, pricing will always be a key factor for consumers, and this isn’t to say that you can’t include basic items in your mix or that you shouldn’t strive to be competitive in your pricing, but when your business brings extra value to its offerings, you have more leeway with pricing.
A good example of this is the healthcare industry. General practitioners see patients with average health complaints, but specialists serve those who have more complex health issues. Because they have greater knowledge of their particular field and specialized skills, they can charge more for their services. Likewise, when your business is a specialist in your industry, you can charge more for your services or hard-to-find items than if you go head-to-head against mass-market competitors.
3. You can adapt as customer needs change.
Once you’re no longer selling to “everyone,” it’s easier to keep up with your customers as they change and to adapt your offerings to anticipate their future needs. It’s rare for an industry to remain stagnant; knowing your customers helps you pivot in the right direction as industry trends come and go, technology evolves, or your customers’ needs change.
“Maintaining the status quo will benefit you for a period of time, but it actually won’t work for very long,” Alton writes. “From Amazon and Walmart to Netflix and Apple, even the world’s most successful organizations are forced to shift with the ebbs and flows of the marketplace.”
Understanding your customers and their needs also helps you identify how to expand as your business grows. For instance, this may mean bringing on more employees so you can offer additional customer support services or investing in research and development so you can launch new products or add new features your customers have been requesting to your existing products.
[This article originally appeared on businessnewsdaily.com on June 14, 2019. Graphic by Gerd Altmann (Pixabay).]
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As the sun was setting (and after it had cooled off a little), dancers kicked up their boot heels in a specially choreographed ‘Vaquereada’ (Vaquero Dance). It was a joyous performance!
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