Hickorylivingjune18

Complimentary June 2018

Living the Good Life

PIEDMONT PLASTIC SURGERY & DERMATOLOGY Setting the Standard for Excellence 1 HICKORY LIVING • JUNE 2018

from the publisher

LIVI NG

Welcome to the June issue.

As the weather heats up, pools open up and schools empty out, with June being the month where we welcome cookouts and vacation with wide open arms! It’s a time to soak up the sun and socialize with friends and family on warm summer nights with glasses full of iced tea, lemonade, or your favorite beverage of choice.

Remember to find your local American Red Cross to donate in honor of World Blood Donor Day on June 14th.

Donations of all blood types are needed but especially those with type O negative blood and types A negative and B negative. The demand is great but supply is low. In giving, we help our friends, our family, and our neighbors!

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 • Cheryl Grant Emily Buckley • Lindsay Keisler

We also look forward to the third Sunday in June set aside to honor the amazing men in our lives who offer endless support and guidance through fatherhood. Be sure to celebrate this special day with your dad, and let him know how much you appreciate him.

Until next month, I hope your summer is off to a fantastic start, and thank you for reading the June issue of Hickory Living Magazine!

June 2018

Living the Good Life

COVER PHOTOGRAPHY Shane Greene Photography COVER STORY Piedmont Plastic Surgery & Dermatology 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

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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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content

LIVI NG

June 2018

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• Qualities Of A Good Father

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• Piedmont Plastic Surgery &

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• Parkway Internal Medicine &

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• Pushing Your Limits–Turning

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• What’s Cooking?!

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• DIY Projects–A Must For

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• Catawba County Chamber

Dermatology Setting The Standard For Excellence Aesthetics Value, Quality Care, And Convenience Fear Into Action

The Perfect Father’s Day Meal Today’s Weddings

Of Commerce Creating A Great Experience

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food | holiday | self improvement | local business 6

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Qualities Of A Good Father

By Cheryl Grant

©iStockphoto.com | Ridofranz

Father’s Day is June 17th, a day for honoring our dads for all they have done for us. Each father has his own style, but most good fathers possess certain qualities. These qualities help them with their tasks of raising well rounded and confident children.

Principles– father with good prinPrinciples–A ciples sets standards for his family. He teaches these values to his children by both living them and encouraging his children to live by them.

Open-minded–He encourages his children to do what they love and he takes interest in what they are doing, but requires that they be productive.

He has the ability to learn new things from them and acknowledges when they teach him things. There are many differences between the generations, and he is not so stuck in his ways that everything has to be the way it used to be or that his children have to follow in his footsteps.

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HICKORY LIVING • JUNE 2018

Patience– father will tolerate ocPatience–A casional irresponsible mistakes, letting children learn from them. However, he will not tolerate a habit of making poor decisions from his children.

Unconditional love–He may not approve of his children’s actions but loves them anyway.

Disciplinarian–He is a good disciplinarian and is stern with his children, but he does not use violence to show his disapproval.

Sets a good example–He lives in front of them the way he thinks they should live. He doesn’t emanate the “do as I say, not as I do” approach. He is loving and respectful to their mother.

Teacher–He teaches his children skills that he feels will help them be independent.

Provider–He will work endless hours to provide what his children need, but he is not a pushover. He will not give them

everything they want without making them work for it.

Fun-loving– good father knows how Fun-loving–A to have fun with his family. He may take them camping or to the movies, teaching a healthy appreciation of adventure and fun.

No parent is perfect and all make mistakes. After all, we parents are human, too. And let’s face it, if anyone can cause us to lose our cool, it is our children. Being able to admit we’ve made a mistake is essential to maintaining the respect of our family.

It takes more than shared genes to be a good father. There are many men who have raised children who were not their own and have done a tremendous job being a dad. To those men, your children thank you and so does the community. At Hickory Living Magazine we wish all the men who sacrifice each day for their children a Happy Father’s Day. Your devotion and hard work do not go unnoticed.

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LIVI NG

Photos:

cover story

On the cover, left to right Front row–Gregory Swank, MD, FACS; Dori Hunt, MD; and Charles Johnson, MD Back row–Rosiane Roeder, MD; Jerry Pruitt, MD; George Magel, MD; and Steven Siciliano, MD Pictured–PPSD physician assistants Jessica Curtis-Yount, Casey Johnson, Zachary Greer, and Michael Sabol (seated).

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HICKORY HICKORY LIVING LIVING •• JUNE JUNE 2018 2018

PIEDMONT PLASTIC SURGERY & DERMATOLOGY Setting the Standard for Excellence

By Kristie Darling | Photos by Shane Greene Photography

Medicine is advancing in leaps and bounds. When our health is at stake, finding top quality, up-to-date, and effective treatment is critical, but I believe that’s only part of the story.

Partnering with a healthcare provider with experience and skill, someone you trust and believe in, is possibly the most important part of your search. Whether you’re experiencing a significant health issue, such as skin cancer, or you wish to improve your appearance, the physicians and their professional support team at Piedmont Plastic Surgery & Dermatology have all you are looking for—expertise, cutting edge technology, and of course, abiding interest in your positive outcome.

With two offices just across the parking lot from each other in Hickory, they are close at hand, very convenient for everything you might require.

DERMATOLOGY—Surgical, Medical, & Cosmetic I met with Dr. Charles Johnson, a board-certified dermatologist with over 20 years’ experience as a specialist in Mohs micrographic surgery and cutaneous oncology. What does this mean? Dr. Johnson treats skin cancer with the newest, most effective procedures available.

“What I’m most excited about is offering SRT, superficial radiation therapy, in addition to Mohs surgery for my skin cancer patients,” he explained.

“Each treatment modality has a specific purpose. Having this new tool available is important.

SRT is as good as it gets for nonsurgical skin cancer treatment. We are the only group in the region doing this procedure.” SRT is not the type of radiation used for breast or colon cancer; rather it’s a low dose, like X-ray, type of radiation that penetrates only 7mm into the skin. It’s concentrated to only the cancer site and a small margin of surrounding skin.

Above–Dr. Charles Johnson and SRT radiation technician

Kaitlyn Willard pictured with the SRT-100 Vision.

Very small doses, over about two months are given, at quick, in-and-out visits. As Dr. Johnson explained, “It’s more like going out to get coffee three times a week.” SRT treatments are prescribed for superficial basal cell and squamous cell carcinomas, and it is particularly useful for patients who would not tolerate surgery, such as elderly patients or those with multiple medical issues.

Dr. Johnson is one of only a handful of surgeons in our area whose expertise is Mohs surgery.

He explained, “Mohs is the gold standard in removing nonmelanoma skin cancers, typically on the face, hands, head, neck, and genitals. It is a tissue sparing procedure—I remove skin cancers layer by layer, each microscopically evaluated for any remaining cancer cells before I decide whether to remove another layer. A Mohs surgeon is a dermatologist, pathologist, and cutaneous oncologist wrapped up in one.”

HICKORY LIVING • JUNE 2018

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This advanced technique allows Dr. Johnson to remove the entire cancer while saving good skin tissue resulting in the smallest possible skin defect and minimal scarring. Typically, the site is repaired during the same one to four-hour procedure with local anesthesia in the office. Larger or more complicated procedures might require one of PPSD’s plastic surgeons to reconstruct defects. “The cure rate for Mohs surgery is 98% to 100%,” Dr. Johnson said. “I highly recommend anyone with a biopsy proven skin cancer to call for a consultation and learn more about this effective treatment.”

Dr. Dori Hunt specializes in general and cosmetic dermatology, regularly seeing patients to treat conditions of the skin, hair, and nails. She has special interests in treating acne, sun damage, and skin aging. “I like being able to improve people’s quality of life by keeping their skin healthy and looking its best,” Dr. Hunt shared. “Our skin is the one organ that others see, so its condition is often critical to self-confidence. Patients want to look as good as they feel, and we offer very effective, non-surgical procedures and products to achieve that.”

Treatment plans for skin rejuvenation and renewing youthful radiance may include Botox, peels, and laser treatments, which diminish sun spots and small blood vessels and remove unwanted body hair, as well as prescription quality skin care products. “We have non-surgical interventions that can be performed quickly and easily. These can greatly diminish or delay the need for surgical procedures,” Dr. Hunt continued.

“Juvéderm has several new products for wrinkles and lines, bags under the eyes, lip augmentation, and sagging skin. They are safe, effective, and effects can last up to two years.” Other lines at PPSD Hickory include Restylane and Radiesse.

Two popular treatments are Kybella, which targets and eradicates the stubborn fat responsible for double chins and contours the neck and jaw, and for women experiencing thinning eye lashes, Latisse can increase length and fullness.

Photos, top to bottom:

• Dr. Dori Hunt specializes in general and cosmetic dermatology.

• Dr. George Magel with a patient scheduled for a laser treatment.

• Product specialist Evelyn Franklin in the Hickory office on Tate Boulevard in building 200.

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Your dermatologist is a trained eye and an honest guide when evaluating how to improve your looks. The dermatologists at PPSD listen carefully during the initial free consultation, evaluate skin conditions, and develop a treatment plan to achieve goals and match interventions to the patient’s budget.

COSMETIC & RECONSTRUCTIVE PLASTIC SURGERY “Plastic surgeons treat all parts of the body, and we see patients of all ages,” Dr. Gregory Swank told me. “People who are not

happy with how their face or body look can make improvements. During a free consultation, I learn what a patient wants and needs and explain options and results,” Dr. Swank said. “I suggest we start with what’s most important to them. The more you understand, the better decisions you can make.”

Surgical procedures include breast surgery (augmentation, reduction, lift, and reconstruction), nose and ear reshaping, facelifts, brow lifts, and eyelid surgery, as well as body contouring, such as butt lifts, tummy tucks, and liposuction. “There are more choices in breast implant options now,” Dr. Swank said. “Implants are safe and truly help women feel better about themselves. After childbirth, some women find that their body isn’t quite the same. Mommy makeovers combine breast reshaping and body contouring.” Contouring is also important for people who have lost weight, and the surgeons at PPSD work closely with bariatric surgeons and their patients. Cosmetic surgery for men, such as breast reduction, liposuction, and even tummy tucks are common. Other indications for plastic surgery include injuries from dog bites or accidents.

Photo:

Below–Drs. Siciliano, Roeder, and Swank

Building 200 of the Tate Boulevard Hickory complex opened in late 2017.

Reconstructive surgery might be needed to restore the breast after a tumor is removed or after mastectomy, or after skin cancer removal to provide the best cosmetic outcome.

The plastic surgeons at PPSD are all experienced in cosmetic and reconstructive surgical procedures. There are many conditions that can be corrected at Piedmont Plastic Surgery & Dermatology’s in-house operating rooms where the highest standards of care are maintained. Consumers need to make certain to see a qualified physician who has proper training and credentials. Unfortunately, there are non-plastic surgeons with little or no training doing some of these procedures.

A TEAM APPROACH Piedmont Plastic Surgery & Dermatology has offices in Hickory, Gastonia, Shelby, and Charlotte. The dermatologists are some of the most skilled and respected in the nation, and they partner with their nationally recognized plastic surgeon team.

Together, they develop comprehensive, integrated treatment plans to address all aspects of any issue or condition.

Health and beauty are the basis of our well-being. Each can be enhanced and improved. Selecting Piedmont Plastic Surgery & Dermatology as your healthcare provider is the first step in protecting your health and beauty. I recommend you contact them to learn more and begin taking better care of yourself.

Call today or visit us at ppsd.com to schedule your appointment: 315 19th St. SE, Hickory, NC 28602 Building 100: 828.325.9849 Gregory Swank, MD, FACS; Steven Siciliano, MD; Rosiane Roeder, MD; and Charles Johnson, MD Building 200: 828.328.3500 Dori Hunt, MD; George Magel, MD; Bethany Bergamo, MD; and Dr. Jerry Pruitt, MD

HICKORY LIVING • JUNE 2018

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Photos:

Left–Owner Brad Lawrence, PA-C, with Tanya Dyer, FNP-C Below–Brad talks with a patient while they are having a SculpSure treatment.

Opposite page–Medical assistant Leslie Chambers performing an Icon Laser procedure Tanya discussing aesthetic treatment options with a client.

Value, Quality Care, and Convenience

By Meredith Collins | Photos by Shane Greene Photography

Since opening in 2009, Parkway Internal Medicine & Aesthetics has focused mainly on internal medicine and weight loss. Recently, they have added aesthetics to their line up to focus more on overall health and wellbeing. Brad Lawrence, PA-C, has seen his practice grow from four employees to 14 and approximately 10,000 patients. “Our philosophy is on overall health,” Brad said. “With the weight loss program, we talk a lot about diabetes and heart disease.”

Parkway provides basic primary care including annual physicals, heart and stroke prevention, vaccines, acute illnesses, weight management, and comprehensive healthcare for both men and women.

The expansion to aesthetics brings a focus on overall care and beauty.

Services include the SculpSure laser and Cynosure Icon laser. With 18

HICKORY LIVING • JUNE 2018

the Cynosure Icon, Parkway can diminish stretch marks and scars, reduce wrinkles, and permanently reduce hair and facial veins. In addition, Brad and his team offer facial fillers, lip injections, Botox, and Kybella.

SculpSure is a fat reduction laser that permanently destroys fat cells by super heating them. The 25-minute non-invasive treatment is easily tolerated with no adverse effects, and results can be seen as quickly as eight to 12 weeks. SculpSure can treat the abdomen and love handles. The applicators are flexible enough to be used in other areas, too, like chin, arms, thighs, and back. “We want our patients to feel better not only on the inside, but also to feel confident on the outside,” Brad said.

diabetes and obesity and promote heart disease prevention together. “We focus on team coaching and encouragement,” Brad said. “We have had patients lose up to 130 pounds on our medical weight loss program.”

Brad and Tanya Dyer, MSN, FNP-C, perform all the cosmetic procedures, along with the help of Leslie Chambers, their medical assistant. “We really have a family-oriented office environment, and our staff is very friendly,” Brad said.

“We don’t have your normal front office decorations, but you’ll find a higher end look.”

All the services tie together to focus on the entire health and wellbeing of their patients. “By focusing on youth and also weight loss, we help patients improve their overall health and lifestyle,” Brad

said. “As people lose weight, they want to look better, so by offering more aesthetic services, it ties it all in.”

One thing that sets Parkway apart from other providers is they are not doctorowned. “We are an independently owned physician assistant practice, which allows us to spend more time with patients,” Brad said. “We can have longer patient appointments and focus more on full service care.”

Brad believes Parkway patients have better overall health because they treat

Call for a consultation today and a custom plan to get you on track to look better and feel better.

“Our staff is committed to our patients’ overall health,” Brad said.

Parkway Internal Medicine & Aesthetics 5045 Hickory Blvd Hickory, NC 28601 parkwayinternalmedicine.com Main office 828-212-1020 Aesthetics and Weight Loss 828-217-8817

HICKORY LIVING • JUNE 2018

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Pushing Your Limits–Turning Fear into Action

By Emily Buckley

©iStockphoto.com | kieferpix

No matter who we are or where we are in life, a tie that binds is the fact that we all face difficult seasons in life.

Tragedy strikes, misfortune appears, and seeds of fear are often planted as a result. Throughout a period of threat or distress a person learns to become a survivor, which is an incredible achievement. Still, there comes a time when the immediate peril and upheaval are significantly past. Next comes a vital process, one we must not ignore. This is the time to evolve from simply surviving into thriving!

A transition like this requires a great deal of reflection and patience. Most of us are conditioned to live in suppressed fear, because somewhere along the way we began to rely on comfort instead of nourishment. The difference between the two is this—comfort is stagnant, nourishment is growth. We use fixed beliefs, opinions, and mechanical habits to avoid core anger, panic, and pain.

Thankfully, the transformation process can be accomplished in small shifts of 20

HICKORY LIVING • JUNE 2018

mental perspective. Challenging small daily fears in a healthy way can help begin the fight, rather than the flight, instinct. Creating a safe place where you feel at ease and protected is a proactive exercise. In your space, tuning into the fear objectively can make fears easier to understand, and in turn, easier to solve. Fear of the dark, anxiety over public speaking, or uncertainty of being alone can feel like an insurmountable issue. Still, making a conscious effort and action plan to challenge these insecurities can make it easier to do what we dread, and over time fear can transform into freedom. My motto has become, “Do what you fear and love what you do.”

In addition, another way to invoke growth is to prune back the dead branches—the excuses and bad habits developed to scrape by and survive another day. For some, time management is not a priority; others allow themselves to become disconnected from their emotions and people around them. Some people put

up walls by letting their health become compromised. When these road blocks are recognized and dealt with, it is easier to gain confidence in ways that are empowering, which in turn allows us to confront the fears we once let inhibit us.

Small steps like these help pave the way from a life of complacency to a life that is thriving and full of anticipation for the future, all while building up an internal treasury of assets available to be drawn from frequently.

Lastly, it is valuable to harness a mindset that remembers that we will all experience constant cycles of change.

We are too complex to exist otherwise.

Because, friends, we are not onedimensional. What you see is not all that you get. With each moment, with each chapter, another part comes to fruition. Some pieces are cracked and stained. Some are beautifully interwoven in alluring colors. All sides connect us, distinguish us, and refine us into our being.

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What's Cooking?!

The Perfect Father’s Day Meal

If your dad is a meat and potatoes man, then consider grilling his favorite cut of steak for Father’s Day! And with these recipes, you won’t have to visit a restaurant to serve all the trimmings!

Garlic Butter Steaks Serves 4

Garlic Butter ½ cup salted butter softened 1 teaspoon minced garlic ¼ teaspoon salt

Directions

Mix ingredients and set aside.

©iStockphoto.com | rez-art

on high until the moisture evaporates and the mushrooms are a golden brown.

Steaks 4 filet mignons or ribeyes Salt and pepper to taste

Baked Potatoes

Directions

Remove steaks from the refrigerator and let sit until they reach room temperature, about 30 minutes.

Heat grill to high. Salt and pepper steaks and grill 3-4 minutes on one side. Turn and grill to desired doneness, using an internal thermometer to check the steak’s temperature. Medium rare is 145°, medium is 160°, and well is 170°.

Remove steaks from grill and let them rest for three minutes. Brush with a generous amount of garlic butter and serve immediately.

©iStockphoto.com | JPphoto1992

Sautéed Mushrooms Serves 4

1 1

pint of button mushrooms, cleaned tablespoon of butter Garlic salt to taste Pepper to taste

Directions

Thinly cut mushrooms into less than ¼ inch slices. Melt butter in a large sauce pan on high heat.

Add mushrooms and stir to coat with butter. Sprinkle with garlic salt and a generous amount of pepper. As the mushrooms cook, they will release moisture. Sauté

Serves 4

4

Russet potatoes, scrubbed clean Olive oil Coarse salt

Directions

Preheat oven to 425°. Pierce the potatoes with a fork. Lather the skin with olive oil and coarse salt. Place on a baking sheet and bake for 45 minutes or until soft. Serve with sour cream and butter.

Pair the meal with a mixed green salad and Dad’s favorite dressing!

HICKORY LIVING • JUNE 2018

23

Never Miss An Issue of Hickory Living Magazine At Hickory Living Magazine, our goal has always been to offer our readers an escape from the digital world. We hope you enjoy relaxing, with the beverage of your choice, while reading our current issue.

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HICKORY LIVING • JUNE 2018

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DIY Projects–A Must for

Today’s Weddings

By Kathy Wheeler | Photos by Nicole Huffman Photography

Wedding planning has taken on a whole new dimension these days. Couples want less tradition and more of a fun vibe, using very different locations. Preparing unique venues for a wedding is a daunting and expensive task, and families are getting creative with DIY projects to customize these blank slates. My sister Jean and I did just that this past fall for her son’s wedding.

Will and his lovely fiancé, Liz, got married at Overlook Barn in Banner Elk, North Carolina last September. Jean and I were excited to offer our creative services to transform the grounds for the ceremony and the barn for the reception.

We started planning a year in advance, looking for materials, scouring Pinterest posts, getting approval from the couple, and creating projects. Jean is a decorator and seamstress by trade, and I am a graphic designer and crafter. Apart from our skills, we are also crazy enough to do anything! No idea was off the table, plus, we had help from our husbands when we needed it.

Jean wanted to set the tables with antique china on wooden chargers. Not a big deal, right? Wrong! We only needed 175 place settings! The china wasn’t a problem; she had collected the pattern for years and borrowed some from her church. However, it would be difficult to find 175 chargers in one place, and they were expensive. She searched her property for a tree that was just the right

26

HICKORY LIVING • JUNE 2018

diameter. With tape measure in hand and her husband with a chain saw not far behind, they found the perfect tree, cut it down into logs, and hauled it to a local sawmill to be sliced.

Each slice had to be cured so it wouldn’t warp. It was a crazy, long process! Nevertheless, they achieved the desired look for thousands of dollars less than the cost of purchasing the items.

The couple hired a florist to create the bouquets and the vine down the center of the wedding party table. Jean went to a local farmer’s market vendor and ordered a dozen bouquets of dahlias and other flowers and greenery to be picked up the day before the wedding. The bouquets were used for the centerpieces at the rehearsal dinner, and with help from family and friends, she used the bouquets to create arrangements to go with the lantern centerpieces for the reception. She dressed the tables with cloths she made using Belgian linen.

I created custom invitations for the wedding and rehearsal dinner, and built the screen door arbor with closet doors and wood that I found at a local Restore. Transport was a concern, so the arbor was designed to break down into three pieces.

The vine decorating the arbor was from a Carolina jasmine that grew up my chimney. The sidewalk chalkboard sign was made from an old vanity mirror I picked up for $10. I created the photo booth backdrop by making oversized flowers from white cardstock and Velcroing them to fabric after I arrived.

The chalkboard signs were customized templates purchased on Etsy, printed and mounted onto a thin board, and I handmade about 75 silk and linen pumpkins to scatter around the barn.

All of these projects were a lot of work, but so worth the effort to help Liz and Will achieve their perfect day.

You can’t always find exactly what you are looking for in the quantity you need for a wedding, but don’t despair; chances are you have a friend or relative who has the ability to make what you want. If they are willing to offer their skills, let them! They can save you a lot of money, give you the custom items you want, and relieve some of the stress from your big day!

Photos: Above, counterclockwise

• Wedding favors were jars of homemade pepper jelly in gift bags • The grounds were set up for the ceremony • Overlook Barn was the venue • Will & Liz Pitts stand under their screen door arbor • Round tables at the reception were dressed with Belgian linen table cloths, wooden chargers, antique china, vintage silver flatware, and candle lit lanterns with floral arrangements • Handmade silk and linen pumpkins and chalkboard signs were placed throughout the barn • Wedding party table with a monogrammed runner decorated with a vine, linen pumpkins and candles • Photobooth backdrop • View of the reception from the loft • Chalkboard welcome sign • Custom invitations and ceremony programs • Rehearsal dinner invitations • Jean Pitts and Kathy Wheeler • A four foot wide canvas was placed at the barn entrance

HICKORY LIVING • JUNE 2018

27

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My friend found himself in the East Village on a business trip in Manhattan around dinnertime. Yelp told him that the best place for a hot dog was Crif Dogs, located just down the street from his hotel. After venturing two blocks over, there it was, a sign “Crif Dogs,” in the shape of a giant hot dog bearing its catch phrase, “Eat me.”

Inside he found a very underwhelming brick and mortar hot dog stand that was dimly lit, had a low ceiling, and plain aluminum tables. He, along with the other hungry patrons, piled in and grabbed a seat. My friend chose the bar with the galley kitchen in plain view.

Inside The Chamber

Creating A Great Experience

Lindsay Keisler President and CEO Catawba County Chamber of Commerce

30

HICKORY LIVING • JUNE 2018

As he sat enjoying his deep-fried dog and PBR, the cell phone of the diner to his right rang. The guy answered and immediately got up and went through a narrow accordion door that mimicked a vintage phone booth in the front right corner of the establishment. My friend noticed that he curiously didn’t come out. A short time passed, and the cell phone of the person to his left rang, he also answered, and vanished through the same narrow accordion door at Crif Dogs, and never came back out.

After finishing his meal, my friend’s curiosity got the best of him. He slid open the wooden accordion phone booth door to find a small room that contained only a rotary dial phone mounted on the wall. There was a handwritten note stapled to the wall beside the phone that said, “For reservations, dial 1.” So, he picked up the phone and did just that, only to hear someone on the other end state, “Do you have a reservation?” He responded, “A reservation?

To what?” The voice stated, “I should have a reservation in about 30 minutes, what’s your phone number?” He said, “A reservation to what?” The voice said, “I’ll call you when we have an opening,” and hung up. My friend left the booth and just before he finished his second PBR, his cell phone rang, with “Please Don’t Tell” on his caller ID. He answered, and the hostess’ voice simply stated that his seat is open and

to “come to the booth, dial 1, and the steel door will open.”

The steel door opened to reveal a faux speakeasy cocktail bar. In complete contrast to its sister establishment, Crif Dogs, PDT (Please Don’t Tell) is a swanky lounge with a long, intricately carved bar, plush bar stools, killer cocktails, and highly skilled mixologists.

Come to find out, my friend was lucky to have been granted this experience.

Reservations typically sell out by midafternoon (they are taken same-day only), and the bar is first-come, firstserved. So how does a bar that attaches business cards to their receipts that say “Shhh…Please Don’t Tell” with no signage, Facebook page, website, or much less, a front door, remain packed? They create an experience. Marketing gurus call it inbound marketing.

My friend and marketing strategist, Kyle Sexton, related this experience to me and a host of others at a state association conference to illustrate a concept for successful promotion. Inbound marketing is a strategy that is used to attract new people to your place of business by creating value. Historically, of course, speakeasies were establishments that sold alcohol illegally. The modern speakeasy, although legitimate, is concealed—as if it had something to hide. People tell secrets…and secrets like PDT, they cannot wait to tell!

A great experience can cause others to create that content for you by way of reviews, articles, word-of-mouth marketing, and ultimately, raving fans. Your company or organization, just like PDT, can create an awesome tell-worthy experience. Being loud with marketing messages that you push doesn’t always work. How can you create an experience that will get your fans and customers to market for you?

I challenge you to try it, but “Shhhh…

Please Don’t Tell.”

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