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July 2018 Customized Care, Measurable Progress, Exceptional Recoveries HICKORY LIVING • JULY 2018 1

from the publisher

LIVI NG

Welcome to the July issue.

With summer in full swing, we start the second half of 2018. July is typically our hottest month of the year as temperatures soar into the 90s most days. If you work or play outside, remember to take frequent breaks and stay hydrated. And if you are fair skinned like me, don't forget to apply sunscreen often with an SPF of 30 or more.

I hope your summer days are filled with lots of fun attending ball games, festivals, concerts, and many other activities. May your gardens be growing and bursting with fresh vegetables to share with friends and neighbors.

And, both children and parents alike are anticipating the approach of summer camp and time spent bonding at mountain and beach retreats.

Hickory

LIVING Mailing Address - P.O. Box 57 Harmony, NC 28634 (704) 546-5511 E-mail - HickoryLiving@gmail.com CONTRIBUTING WRITERS Kristie Darling • Meredith Collins Kathy Wheeler Lauren Davidson • Lindsay Keisler

July 4th is one of my favorite holidays as we celebrate Independence Day on the first Wednesday of the month this year. Being in the company of friends and family while grilling out with lots of good food is a great way to spend this holiday!

Until next month, thank you for reading the July issue of Hickory Living Magazine!

July 2018

Living the Good Life

COVER PHOTOGRAPHY Shane Greene Photography COVER STORY Carolina Rehab Center of Burke Editorial Stock photography, unless otherwise noted, is from iStock.

Find Hickory Living Magazine on Facebook. http://twitter.com/HickoryLiving

Myron T. Gough Publisher–Hickory Living

W W W. H I C K O R Y L I V I N G M A G A Z I N E . C O M Myron T. Gough Publisher/Founder

Kathy Wheeler Marketing & Design

Don Forrest Business Development

myronlivingmagazine@gmail.com (704) 546-5511

kathylivingmagazine@gmail.com (828) 238-3224

donlivingmagazine@gmail.com (828) 244-6538

Linda B. Wilson Advertising Sales

Bob Church Advertising Sales

Penny L. Beck Advertising Sales

lindalivingmagazine@gmail.com (704) 657-0237

conradchurch@gmail.com (336) 686-7271

pennylivingmagazine@gmail.com (336) 420-9480

Hickory Living reserves the right to deny any advertisement or listing. Submissions are welcome, but unsolicited materials are not guaranteed to be returned. Hickory Living assumes no responsibility or liability for the information, services, products, claims, statements, accuracy, or intended or unintended results of any advertiser, editorial contributors, company, professional corporation, business or service provider herein this publication. All rights reserved. Reproduction in whole or in part without written permission from the publisher is prohibited.

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HICKORY LIVING • JULY 2018

Summer Classics Lane-Venture Woodard Lloyd Flanders Gloster Kingsley-Bate Century Tropitone Rizzy Outdoor Rugs

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content

LIVI NG

July 2018

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HICKORY LIVING • JULY 2018

• Enjoy July

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• Carolina Rehab Center

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• Pet Pilgrimage

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• July Concerts

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• What’s Cooking?!

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• Ditch The GPS And Explore

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• Catawba County Chamber

Of Burke Customized Care, Measurable Progress, Exceptional Recoveries Crematory & Memorials Honoring Your Pet As Family

Spice It Up With Jalapenos

Of Commerce Creating A Buzz

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food | holiday | local business

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We share your love for pets and offer our support when you need us most On-site Pet Cremation 24-Hour Assistance Compassionate Personal Service 1728 Hwy 70 SE Hickory, North Carolina

Transportation of Your Pet From Your Home or Veterinary Clinic

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15% Off your entire purchase at Style Exchange!

Must present coupon. Valid in store only.

Cannot be combined with any other offer.

One coupon per person per day. Not valid on previous purchase. Expires June 30, 2018.

704.664.5484

492 East Plaza Drive (Hwy 150) Mooresville, NC Locally Owned & Operated Member: Pet Loss Professionals Alliance (PLPA) HICKORY LIVING • JULY 2018

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Enjoy

July

By Kathy Wheeler

©iStockphoto.com | Bill Chizek

Summer is in full swing! It is the perfect time to get outdoors and enjoy the sunshine. Plan a trip to your favorite Carolina beach, an escape to the mountains of North Carolina, or just pack a picnic lunch and hit one of the many beautiful lakes in our area. People are in a celebratory mood the entire month for good reason. We start the month celebrating our freedoms and our independence as a country. Please remember those who have fought to preserve our freedom.

Vacations, cookouts, picnics, swimming, outdoor concerts, and of course, gathering for fireworks displays are all popular things to do in July.

Temperatures soar during July, so protect yourself from the heat and sun by being prepared. Stay hydrated by drinking plenty of fluids. To calculate how many ounces you should drink each day, multiply your body weight by 67%. A person weighing 120 pounds should drink 80 ounces per day and more if they are working out. Alcohol dehydrates your 8

HICKORY LIVING • JULY 2018

body, so avoid it when you are in the sun, as well as the night before. There is nothing worse than starting your day in the sun dehydrated with a hangover!

Don’t forget your sunglasses, hat, and sunscreen! A broadband SPF 30 is a good sunscreen to use, even if it is cloudy, and should be reapplied every few hours. Waterproof sunscreen is a must if you are going to be participating in any water sports. It is recommended that you avoid being in the sun when rays are strongest, between 10 a.m. and 4 p.m., but it isn’t always practical. Take lots of breaks by finding a shade tree, a covered pavilion, or setting up an umbrella, or maybe plan an indoor activity during those hours. Avoid getting sunburned and ruining your vacation or fun day!

You will find a list of concerts and other activities in our area on page 20. Here is a list of July Fourth celebrations, so get outside and enjoy some July fun!

July 4th Celebrations HICKORY Tuesday, July 3rd L.P. Frans Stadium, 2500 Clement Blvd NW, Hickory • Crawdads play Greensboro at 7PM • Fireworks following the game. hickorycrawdads.com LENOIR Wednesday, July 4th, 5PM to 10PM Mulberry Recreation Center, 720 Mulberry Street SW • Games, inflatables, food vendors, and more!

Live music 6:30PM to 9:30PM Fireworks at 9:30PM at Optimist Park. explorecaldwell.com VALDESE Friday, June 29th • Car show at 5PM at Myra’s • Too Much Sylvia at 7PM on Main Street • Fireworks at 9:30PM behind the Old Rock School townofvaldese.com MORGANTON July 4th to 7th Red, White, and Bluegrass Festival Catawba Meadows Park at 701 Sanford Drive • July 4th fireworks at 9:30PM redwhiteandbluegrassfestival.org/ BANNER ELK Parade and Party in the Park Wednesday, July 4th at 11AM Parade starts at 11AM from Lees-McRae College down Main Street to Tate Evans Park • After the parade, enjoy the Party in the Park • Duck races, children's activities, food and fun! bannerelk.org SUGAR MOUNTAIN Wednesday, July 4th Sugar Mountain Resort, 1009 Sugar Mountain Drive, Sugar Mountain The Glen Harlow & North Fork band will play at the base lodge from 6PM9PM • View fireworks at 5,300 feet beginning around 9PM • The Summit Chairlift will run until 10PM.

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You have a CHOICE for Rehab Ask for Conover Nursing & Rehab!

Calling Hickory home for over 52 years.

Our goal is to get you back in the parade, celebrating your independence.

You are in good hands at Conover Nursing and Rehabilitation Center. After an illness, surgery or injury, our team is dedicated to your recovery and safe transition back home!

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cover story

LIVI NG

Photos:

On the cover–Carolina Rehab Center of Burke’s Director of Rehabilitation Casey Baker, Director of Admissions and Marketing Amanda Duckworth, and Administrator Ashley Rader

Customized Care, Measurable Progress, Exceptional Recoveries

By Kristie Darling | Photos by Shane Greene Photography

When we’re well and feeling fine, we take some things for granted. Physically, we can do the things we love, we feel safe and comfortable being active, and we go about our lives with enthusiasm. However, if we’ve been ill or had an accident or surgery, perhaps our ability to be productive has been diminished. We can’t do the things we need—and want—to be doing. We need to recover from what ails us. It can be a daunting task. This is where Carolina Rehab Center of Burke comes into the picture. This is where you want to be.

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HICKORY LIVING • JULY 2018

Pictured–Therapy Team Front row–Gay Morton, PTA; Naomi McGee, COTA; Emily Deviney, COTA; Anna Hovis, PT Back row–Casey Baker, director of rehab; Kelli Eggers, PTA; Jennifer Jordan, PTA; Tim Walker, PTA; Teresa Childers, rehab tech; Franky Newell, COTA; Krista Hinson, OT Not pictured–John Lawrimore, PT; John Fields, OT; Maria Dunmore, COTA; Andrea Fite, SLP

Where you invest your time and energy toward recovery is your choice. Recovery from illness, injury, or surgery isn’t an option—it’s a necessity. As with any challenge, recovery should be an achievement undertaken with the intention of success. The professional medical team at Carolina Rehab shares this approach in every treatment plan they develop for their patients and in all the tools they bring to the table. In fact, their shared goal is to begin your recovery program immediately, to focus on getting you back to your healthy self, and to return you to your home and work as soon as possible. “We are an aggressive, short-term rehab center, which means we want what you want—we want you back home, fast,” said Amanda Duckworth, admissions director. “We see ourselves as a temporary waypoint on your road to full recovery.”

UNIQUE FACILITY, EXCEPTIONAL PEOPLE The recovery programs at Carolina Rehab Center of Burke are comprehensively designed so you will quickly accomplish all your goals. With the largest world-class physical therapy gym in the Unifour area—fully furnished with state-of-the-art therapeutic equipment and highly trained therapists who work closely with you 24/7—and the exclusive LifeWorks Rehab program, your decision to recover here will reward you in multiple ways. One recent patient said it simply: “I came in unable to walk, but I left strong, on my own two feet.”

Medical Director Dr. Lisa Caporossi (Photo provided by Carolina Rehab Center of Burke)

Photos, below:

• Donna Bowling, RN, MDS coordinator; Steve Ollis, LPN, MDS assistant; and Casey Smart, RN, MDS director; reviewing patient plan of care • RN Unit Manager Samuel Ramos

WHAT IS LIFEWORKS REHAB? Imagine all that it would take to bring someone from debilitating illness, injury, or surgery to strength, flexibility, balance, endurance, and a return to health and home. Now, realize that Carolina Rehab Center has all that it takes. The LifeWorks Rehab program is just that—a life-changing recovery program specifically designed to move you from hospital to home while accelerating your progress with specialized, trained staff, state-of-the-art equipment, and a culture of caring. “A key component of LifeWorks Rehab is our unique Recovery Map,” Casey Baker, rehab manager, explained. “Each patient follows their own recovery map, starting with the level of therapy they require when they come in—patients even keep their map on the wall in their room. Everyone on our staff, from doctors, nurses, therapists, and administrators are trained in the Recovery Map plan, so that we all share an understanding of what each person is working on, what needs to be accomplished next, and the successes that patient has accomplished. It’s highly motivating, easy to follow, and is supported in all supervised therapy.”

The LifeWorks program is unique to Carolina Rehab, and all of the Center’s outcome-driven, proven recovery programs are designed HICKORY LIVING • JULY 2018

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for each patient’s specific needs—it’s not a one-size-fits-all approach. Patients recovering from stroke, heart conditions, orthopedic and other surgeries, chronic respiratory conditions or pneumonia, as well as accident victims, work toward their goals with a Recovery Map customized to their specific needs.

Going back home is always a priority.

“We are blessed to have in-house therapists here who are specialists in our LifeWorks program,” Casey said. “Patients see the same therapists regularly, and our therapists work very closely with the nursing staff toward a fully holistic, cohesive approach. Patients will receive up to three hours of therapy per day, including weekends. At Carolina Rehab, your assessment will take place shortly after admission and therapy begins immediately. During your stay, you are offered the suite of your choice where you’ll experience a comfortable home-like room, concierge dining options, access to our inviting living room, and much more. Quite a difference, to be sure. Nine out of ten patients rate Carolina Rehab Center as “Excellent!”

Photos, top to bottom: • One of the three spacious, well equipped therapy suites at Carolina Rehab Center of Burke.

• Kelli Eggers, PTA, instructs Maxine Bolin in Alter G antigravity treadmill treatment • Anna Hovis, PT, monitors Mary Smith in cybercycle treatment 14

HICKORY LIVING • JULY 2018

STATE-OF-THE-ART EQUIPMENT Casey, Amanda, and Ashley Rader, administrator, gave me a quick tour, and I was truly impressed with the newly renovated facility. The living and common areas are comfortable and pleasant and the dining room is inviting. The therapy suites and specialized equipment are especially impressive—and busy! I have never before seen a stair trainer that is dynamic and therapeutic. “The therapist adjusts the step height and number of stairs to simulate those in the patient’s home,” Casey said. “Available equipment includes the AlterG, an anti-gravity treadmill that literally un-weighs you! It is an exceptional piece of equipment for someone who may be partial weight bearing after a fracture or surgery, anyone with a painful gait, general deconditioning or coordination disturbance following stroke. The Alter-G machine is unique to the Unifour area. Additional equipment utilized to build strength, flexibility, endurance, and a speedy recovery includes recumbent cross trainers, upper body ergometers, and cybercycles.”

Balance is critical, and the HUR iBalance machine assesses balance, identifies those with a high risk of falling, and begins fall prevention training.

EVERYONE’S GOAL? RETURNING HOME Getting back to normal and resuming an active life sometimes require re-learning everyday skills. “Standing, walking, bathing, even eating may suddenly be challenging,” Casey continued. “Our dedicated team of nurses, dietitians, and physical,

Photos:

Above–Anna Hovis, PT, assesses Mary Smith’s balance and fall risk using the HUR iBalance.

Leadership Team, pictured left to right Front Row–Shane Barnett, maintenance director; Casey Baker, rehab director; Ariel Danek, registered dietitian; Amanda Duckworth, admissions director; Ea Lo, nursing secretary; Lori Mann, business office manager; Casey Smart, MDS director; Keith Teague, housekeeping/laundry director Back Row–Samuel Ramos, RN, unit manager; Danielle Cisney, activities director; Melessa Teague, human resources director; Haley Bowman, discharge planner; Ashley Rader, nursing home administrator; Tammy Daves, director of nursing; Frankie Hensley, staff development coordinator; Tonya Hernandez, LPN coordinator Not Pictured – Steve Ollis, MDS assistant

occupational, and speech therapists have the tools and knowledge to help you resume activities you love as quickly as possible. We can work with heart patients, for instance, in learning a healthy new way to cook and eat; stroke patients in how to speak, swallow, and move again.”

People who have had knee or hip replacements, have suffered broken bones or had surgery, can recover and go home in record time with 7-days-a-week therapy sessions. A recent stroke patient told Ashley that he didn’t realize he would get such intense therapy, but on discharge, he realized that all those workouts with his therapists everyday are what allowed him to go home feeling so good, so fast.

About a week before anticipated discharge, a therapist will visit your home to determine if you are ready for indepen-

dent living. If not, they will adjust your recovery plan to include more work on any deficiencies. If so, then Hurray for You! YOU DECIDE I recommend you learn more on the webpage (CarolinaRehabCenterBurke.com) or plan a visit. You will see that the Center is welcoming and comfortable, state-of-theart in all areas, and staffed by a professional, compassionate team that wants only the best for you. See first-hand how this fast-track, comprehensive recovery approach would help you or someone you love. Indeed, if you are having planned surgery, now is the time to decide how you want to recover: slowly, with difficulty, or actively engaged in the challenge of a return to good health and fitness.

Making this easy choice—Carolina Rehab of Burke—could change your life.

Carolina Rehab Center of Burke 828.397.3144 3647 Miller Bridge Road Connelly Springs, NC 28612 www.CarolinaRehabCenterBurke.com HICKORY LIVING • JULY 2018

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Photos:

Left–Pet Pilgrimage Support Standing–Andrew Fuller, Michael Cook, vice president of operations; H. Mike Cook, owner; Leslie Reid, director; Randall Cruse, Shaun Cruse.

Seated–Denise Dumford, Kylie Anderson, Marie Pauley. Dogs: Harley, Luna, Jack, Angus.

Not pictured–Arthur Helms, Johnathan Stallings, Susan Humphrey and Megan Shalvoy.

Shane Greene Photography © 2018

Below–Each family receives a personalized ceramic paw print and a hand carved rosewood urn.

Opposite page–Transportation of your pet is available from your home or veterinary clinic to our crematory 24 hours a day. • A pet loss grief support group meets monthly.

Photo provided by Pet Pilgrimage

Honoring Your Pet as Family

By Meredith Collins

Pet Pilgrimage, a division of Cavin-Cook Funeral Home and Crematory, offers compassionate personal service and support at the most difficult time in a pet parent's relationship with their companion— saying goodbye.

Owner Mike Cook has cared for families going through the heartache of losing a loved one for over 40 years. This experience has given Mike a true understanding of the special attention and sensitivity people need when a family member passes away. This includes their family’s pet.

Located in Mooresville, Pet Pilgrimage serves many families in the Hickory area. It is a one-of-a-kind, full-service pet funeral home, 18

HICKORY LIVING • JULY 2018

offering cremation, memorial services, and memorial keepsakes. The assistance they offer with pet transportation from your home or veterinary clinic to their facility is especially helpful, and the care that is taken with each pet is exceptional. When pet transportation is needed, a dedicated Pet Pilgrimage staff member arrives in a fully equipped vehicle with a gurney, as well as a special angel blanket to wrap around your beloved pet. Since the time of passing is unpredictable, the Pet Pilgrimage staff is on call 24 hours a day.

Leslie Reid, director of Pet Pilgrimage, has put her heart and soul into the facility. With her interior design background, Leslie has created a cozy place that reflects a love of animals. Whether you choose to gather friends and family for an intimate memorial service or spend final moments alone with your pet, Pet Pilgrimage offers

Photo provided by Pet Pilgrimage

a comforting environment where you and family are welcomed to honor your faithful companion in your own special way.

Leslie’s compassion for animals and families shows in her dedication and the way she interacts with clients. “Everyone grieves the loss of their pet differently,” Leslie said. “We provide a setting that allows the grieving process to begin comfortably and peacefully any time of the day or night.”

Leslie also holds a pet loss grief support group the second Tuesday of every month to help families work through the

Shane Greene Photography © 2018

pain of losing their pet. “It’s important for people to recognize their feelings and be with others who are experiencing the same kind of grief,” Leslie said.

“In preparation for an inevitable passing, we encourage families to call us, become acquainted with our staff, and tour our facility,” Leslie said. “Many people find comfort knowing what to expect when the time comes for our assistance. Our facility and services are unique in this area.”

As part of the Pet Pilgrimage cremation service, each family receives a person-

alized ceramic paw print and a hand carved rosewood urn. “Our services are not just for cats and dogs,” Leslie said.

“Pet Pilgrimage has served families with pet snakes, goats, lizards, birds, ferrets, and rabbits. The ceramic paw print is sometimes a talon print from an exotic bird or an imprint of a snake’s skin. The common thread throughout our work is that we are all centered around the love for a family pet.”

Pet Pilgrimage hosts a Pet Life Celebration every September to honor the pets families have lost. The monthly support group and the Pet Life Celebration are both open to the public.

At Pet Pilgrimage, your pet will be honored as family.

Pet Pilgrimage Crematory & Memorials 492 East Plaza Drive, Mooresville 704-664.5484 • petpilgrimage.com

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JULY CONCERTS Enjoy!

Bring a blanket or lawn chair and enjoy an evening outdoors filled with music!

CONOVER Conover Alive Conover City Park, 361 5th Ave SE, in the Conover Station complex • Bring a lawn chair • 7PM July 13: Deacon Black Opening Act–Volatile Agents July 27: Tony Bailey Band www.conovernc.gov

HUDSON Hudson Hometown Concert Windmill Park in Downtown Hudson Behind Town Hall • Bring a lawn chair • 7PM–9PM July 6: Shelby Rae Moore www.townofhudsonnc.com

LENOIR North Carolina Black Berry Festival July 12, 13 and 14 • July 13 at 5PM– 10PM is the Blackberry Jam Songwriting Competition • For music lineup, visit www.ncblackberryfestival.com Lenoir Summer Music Madness Main Street in Lenoir July 6: The Tre’King Band July 20: Shiloh Hill July 27: Deacon Black downtownlenoirnc.com

VALDESE Valdese Family Friday Nights Town of Valdese parking lot beside Wells Fargo Bank on Main Street • Bring a lawn chair • Music at 7PM 20

HICKORY LIVING • JULY 2018

June 29: Too Much Sylvia–Variety July 6: The Shakedown Band–Variety July 13: Jason Lee McKinney Country/Classic Rock July 20: Shelby Rae Moore–Variety July 27: Angela Easterling–Americana www.townofvaldese.com

MORGANTON Morganton TGIF Old Burke County Courthouse 102 East Union Street, Morganton.

Bring a lawn chair, no coolers, no pets • Vendors open at 6PM • Music starts at 7PM July 13: Kids in America–80s Tribute Band July 20: Red Dirt Revelators–Blues Rock July 27: Colby Dietz Band– Americana morgantonfest.org

BLOWING ROCK Music On The Lawn The Inn at Ragged Gardens 203 Sunset Drive, Blowing Rock Bring a lawn chair, no coolers, no pets 5:30PM–8:30PM • Cash bar and lawn menu available July 6: Continental Divide July 13: Harris Brothers July 20: Soul Benefactor July 27: Shelby Rae Moore Band www.ragged-gardens.com

Memorial Park Concert 1036 Main Street in Blowing Rock Bring a lawn chair • 4PM July 15: Swing Set (Jazz & Swing) blowingrock.com

BOONE Jones House Summer Concerts 604 West King Street, Boone Fridays at 5PM • Bring a lawn chair • Free parking in downtown after 5PM July 6: Dave Brewer’s Foscoe Four & Dead of Summer July 13: Never Too Late & Danny Whittington July 20: Everydays & Lazybirds July 27: David Childers & Lauren and Earleine www.joneshouse.org

BANNER ELK Concerts in the Park Tate-Evans Park 210 Park Ave, Banner Elk Thursdays at 6:30PM July 5: The Extraordinaires Classic Rhythm & Blues July 12: The Night Moves Band Beach and the Classics July 19: Crossing Avery Country Rock July 26: The Starlighters Big Band Swing www.bannerelk.org © iStockphoto.com | Onradio

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201 2nd Ave. SW Lauren DeBerry, Pharm D M-F 8:30AM–6PM SAT 9AM–1PM HICKORY LIVING • JULY 2018

21

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What's Cooking?!

Spice It Up with Jalapenos

Serve up some spice with fun party dishes. These party-perfect recipes can help you take flavors to new heights while adding a kick of spice. Make your next fiesta one to remember!

Jalapeno Brownies Serves 16

½ 1 2 1 1 ½ ¹/³ ¼ ¼

cup vegetable oil cup sugar eggs can (4 ounces) diced jalapenos, pureed teaspoon vanilla cup, plus 3 tablespoons, all-purpose flour cup cocoa powder teaspoon baking powder teaspoon salt powdered sugar (optional)

Directions

Heat oven to 350° F. In medium bowl, whisk oil, sugar, eggs, jalapenos and vanilla until blended.

In separate bowl, combine flour, cocoa powder, baking powder and salt; add to egg mixture. Mix just until combined.

Pour into greased 8-by-8-inch baking pan.

Bake 15-20 minutes, or until brownies pull away from sides of pan easily. Cool in pan on wire rack.

cilantro Chipotle-ranch dressing (optional)

Directions Tip: Dust with powdered sugar before serving for added flavor and enhanced presentation.

Tortilla Pizzas Serves 4

4 1

flour tortillas (8 inches) can (15 ounces) refried black beans 4 fresh plum tomatoes, chopped 1 can (4 ounces) sliced jalapenos, drained 1¹/³ cups shredded Mexican cheese blend 1 tablespoon chopped fresh

Heat oven to 400° F. Bake tortillas directly on oven rack 2 minutes. Cool. Spread 1/4 cup beans onto each tortilla. Top evenly with tomatoes, jalapenos and cheese.

Bake 8 minutes, or until cheese is melted. Sprinkle with cilantro just before serving.

Tip: For added flavor, drizzle pizzas with chipotle-ranch dressing.

Recipes and photos courtesy of Rio Luna. For more recipes, visit riolunapeppers.com/our-meals HICKORY LIVING • JULY 2018

23

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25

DITCH THE GPS AND

Explore

By Lauren Davidson

©iStockphoto.com | Kellyvandellen

I once worked at a company that had “summer hours” and it was amazing.

Many girls in the department would group together and enjoy a long lunch or have a pool day. It was a lot better than hacking out emails while staring forlornly at the sunny day just out of reach from your desk. It also didn’t affect productivity, because everyone was willing to work a little harder to have that half day off on Friday.

Many weekends, my fiancé and I would use that time to take a weekend jaunt.

I think that’s my favorite part about living in North Carolina: the proximity to excellent vacation destinations. For instance, as a graduate from Appalachian State, I frequently drive up to Blowing Rock for a weekend. In the summer, it’s a lot cooler than the Piedmont, and I love a scenic hike, or if I’m in a more relaxed mood, tube down the river.

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HICKORY LIVING • JULY 2018

These weekend trips have allowed us to see many parts of our state that we’d never given much thought to, and I encourage you to explore more this summer. Sometimes, we just start driving with no destination and no plans— some of our best memories have been made this way. For instance, we once began to drive north and ended up in Virginia. We found a family-run winery down a gravel road and loved seeing the colorful fall leaves in the country.

It was beautiful. And memorable—we actually got engaged that day! Other times, we ended up at a “chicken stew” in Mount Airy and an oyster roast in Duck. If you’re more of a planner (I admit, I am one of these people), then pick a random destination close by and start researching. We once attended a wedding in Oriental and took an extra day to explore New Bern and Beaufort.

It was beautiful, and we had a blast!

Just try to leave a little time to chance; you never know what you’ll find or who you will meet! A curious nature is what you must adopt to have fun.

Our state is filled with beautiful places and hidden gems that a lot of us have never seen. My father once told me that as long as you have a full tank of gas, you’re never lost, and that’s really all you need to get going. While world travel can be expensive and requires planning, there are many truly special places that are right in your backyard.

Why not just start driving and see where you end up? Maybe you’ll even find your new favorite watering hole or stumble upon the best barbecue in the state. Throw your cares (and GPS) to the wind and start exploring. You’d be amazed to discover everything that’s just a tank of gas away.

HICKORY LIVING • JULY 2018

27

OUR ADVERTISERS TELL US:

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CALL TODAY & ASK ABOUT BEING FEATURED

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29

Jonah Berger, a marketing professor at The Wharton School in Pennsylvania and bestselling author of Contagious: Why Things Catch On, served as the keynote speaker of the Chamber of Commerce Executives Annual Convention last year. His dynamic, witty, and highly engaging presentation on wordof-mouth advertising included several takeaways that can be applied across all industries and business size.

Inside The Chamber

Creating A Buzz

Do you remember the infamous “hump day” camel commercial for Geico Insurance that launched in 2013? The ad featured a goofy camel strolling through an office attempting to liven up workers by asking “Guess what day it is?” Following a few attempts, finally Julie delivers the answer with absolutely no enthusiasm: “It’s hump day.” The camel then erupts into giddy excitement. By the end of 2013, it had been shared close to 4 million times on social media and was the seventh most viewed ad on YouTube that year with 19 million views. When was the video shared most? You guessed it, on Wednesdays!

So, why did this campaign go viral? Is it just luck or a stroke of genius? Jonah Berger has spent 15 years researching consumer behavior behind our purchasing and sharing decisions. He says it’s science.

Berger described the six primary principles his research concluded that drive what people talk about and share. If you understand the science behind this consumer behavior, you can increase your chance of crafting what he calls “contagious content” and generate word-of-mouth for your product or service.

Lindsay Keisler President and CEO Catawba County Chamber of Commerce

Social Currency. People share things that affect how people see them. So, if you create content or a brand reputation that makes someone look better or smarter by being associated with it, the more likely they’ll share it with others.

Triggers. Berger said, “Top-of-mind equals tip-of-the-tongue.” When you think of peanut butter, you think of

30

HICKORY LIVING • JULY 2018

jelly. Peanut butter serves as an automatic advertisement for jelly. The more we’re triggered to think about a product or idea, the more we’ll talk about it.

A trigger for Corona beer is the beach.

Data proves that consumers are more likely to buy Corona beer at the beach.

They created this trigger through their marketing messaging.

Emotion. “When we care, we share.”

People are more likely to share content that causes their heart rate to increase.

This emotion can be positive, utilizing fuzzy feel-goods, excitement or humor, or even negative emotion.

Public. Humans tend to follow or imitate one another. Take the “I Voted” stickers as an example. One is more likely to vote if they see that their friends have voted. People are more likely to seek products or services when they seem to be observably in demand.

Practical Value. Humans tend to want to help others. You increase your chances of getting people to talk about you or share if your content is useful.

Examples: How-to videos; top 10 lists; life hacks, etc.

Stories. You can increase your chances of having others talk about you if you shift your messaging to telling stories versus sales pitches. No one likes to be sold to, much less feeling like a walking advertisement themselves! They will, however, talk about you if it’s a part of a broader narrative. Berger described this messaging as a “Trojan horse” story that carries your brand along for the ride.

For example: blogger content, earned content through media relations, or customer experience reviews.

I encourage you to reflect upon your current marketing messaging and strategies and incorporate one or several of Berger’s principles. By understanding the science behind consumer behavior, you can increase your chances of generating additional word-of-mouth buzz.

For more on this subject, read Jonah Berger’s book, Contagious: Why Things Catch On.

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Medical and Cosmetic Skin Care for all ages Charles Johnson, MD

DERMATOLOGIST/MOHS SURGEON

Piedmont Plastic Surgery & Dermatology is one of the largest regional practices specializing in plastic surgery, dermatology, and skin cancer care.

We are proud to serve the skin health care needs of Hickory and its surrounding areas. Call either Hickory office today to schedule an appointment for any of your surgical or dermatological needs.

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HICKORY LIVING • JULY 2018

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