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Serving: Calabasas Canoga Park Chatsworth Reseda Tarzana West Hills Winnetka Woodland Hills


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Volume 8 Number 6 2012

A Tradition of Honoring Our Veterans on Memorial Day That’s A Wrap!

Twenty three years of local tradition with a history that dates back to the aftermath of the American Civil War.

Wrote Bert Seneca, retiring Board Chair of the Greater San Fernando Valley Chamber of Commerce, on his farewell message to the attendees of the Take Two—100th Inaugural Ball on Saturday, June 16th at the Hollywood Roosevelt Hotel.

It’s always important to refresh our memories of why we have Memorial Day in the first place. All wars, past or present, have dire irreversable consequences and many men and women in the military pay the ultimate price—with their lives.

“Cut... TAKE TWO...Action! In any movie production, the leading actor is only as good as his or her supporting cast. As I conclude my second term as Board Chairman, there is no doubt that I had and our Chamber has the perfect cast for a continuing sequel. I was very humbled to once again be chosen as the Chairman of the Board to herald us through the 100th year of our organization.” Said Seneca.

Memorial Day was officially proclaimed on May 5, 1868 by General John Logan, national commander of the Grand Army of the Republic, in his General Order No. 11, and was first observed on 30 May 1868, when flowers were placed on the graves of Union and Confederate soldiers at Arlington National Cemetery. Since 1971, Memorial Day is observed as a federal holiday on the last Monday of May.

We’re Rolling Out the Red Carpet for You! That’s what Nancy Hoffman Vayek, CEO of the Greater San Fernando Valley Chamber of Commerce, her staff and event organizing committee did to bring the glamour of the Golden Era of Hollywood to the annals of round two of the 100th year celebration.

Many Americans nowadays have forgotten the meaning and traditions of Memorial Day. At many cemeteries, the graves of the fallen are increasingly ignored, neglected. While there are towns and cities that still hold Memorial Day parades, many have not held a parade in years. Some people think the day is for honoring any and all dead, and not just those fallen in service to our country. “All-America City” Canoga Park continued its tradition this past May 28th. The history of the Canoga Park Memorial Day Parade dates back to the 1940s, when it was held in conjunction with

Ed Crowe / West Valley News

Retired Navy Commander Tom Sutton proudly salutes members of the armed forces and color guards who participated in the traditional annual Canoga Park Memorial Day Parade, along the 2-mile route in Old Town Center Canoga Park.

Her message on the tribute book attests to the importance of the ocassion and the level of detail carried out in planning this event. She wrote, “This last year has certainly been a whirlwind of activity starting with the Chamber’s 100 Birthday BASH kick-off, followed by the 100th Celebration Ball. It feels as if we never got off that celebratory

Tenth Annual “Z Awards For ExZellence”

Ed Crowe / West Valley News

The symbolism of the Red Car underscored the commitment of Canoga Park to continue to honor our fallen soldiers.

Ed Crowe / West Valley News

Retiring Board Chair Bert Seneca and CEO Nancy Hoffman Vayek holding Cal Chamber President’s Circle Award.

See Canoga Park Memorial Day Parade on Page 7

See Take Two Inaugural Ball on Page 6

This copy of the West Valley News belongs to:



INSIDE Betsy Annas

Recipients of the “Z Awards For ExZellence” surround Councilman Dennis P. Zine for this group photo, marking a decade of honoring the public safety officials who keep our communities safe.

The 10th Annual “Z Awards for ExZellence” luncheon was held on May 24th at the Warner Center Marriott in Woodland Hills to honor public safety personnel who go above and beyond what is expected of them in order to serve the citizens of the Third Council District and the greater Los Angeles community. In its tenth year, the Z Awards for ExZellence, founded by Councilman Dennis P. Zine, recognizes individuals for their ongoing dedication, commitment, and “exzellence” in their respective fields and for their outstanding contributions in the areas of law enforcement, public safety, and community See Tenth Z Awards For ExZellence on Page 5

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Everyday is a TOUS day at Westfield Topanga

June birthdays and special occasions are family times

West Valley News publisher Ed Crowe with family members Ingrid, Sonya, Taryn, Hillary and Sean, at the wedding of Veronica Vasquez and Dahven Polakow in Palm Springs. Always a good time for a family reunion.

West Valley News Volume 8 Number 6 2012

Call Lisa or Rick!

West Valley News Volume 8 Number 6 2012


From the Publisher’s Desk June is a milestone month for this publication and for close family members and myself. This year is the ninth year of publication for the West Valley News and in 2013, it will be one decade young. In order to take it to the next level and grow as a publication, I have decided to spread its publishing wings and let it fly on its own as a separate entity. The paper has always been published under the umbrella of Crowe Marketing Design as just another publishing project and an in-house job demanding more and more of my time and resources. As of July 1, 2012, the West Valley News will file papers as a separate corporate entity under its own name and financial resources. Stay tuned for new announcement as we grow and spread our wings. We will be looking for a few good people to partner and work with us. Personally, I celebrated another birthday on June 15th, following my father’s on June 1st and my daughter Taryn’s on June 2nd. Years are piling up but I’m looking forward to new challenges and many more little adventures. There are many changes in the horizon as presidential election are heading towards the last stretch. The entire world is in turmoil and is having direct and indirect effect on the slow economy and everything that depends on it. I keep my eyes open and my ears perked up to continually look for alternative solutions to make things better. As Daniel Murphy says in his book “Becoming a Strategic Business Owner” (excerpts of it published in this publication), Experiment Like Mad. No matter which strategies you employ, your ultimate leverage comes from focused brainpower—intellectual capital and innovative ideas. Think “brain equity”, not “sweat equity.” One innovative idea could help your business achieve quantum breakthroughs in performance and results. One innovative idea could significantly multiply your leads generated, revenues, profits, customer satisfaction, level of quality or competitive advantage. As the leader, you need to encourage practical creativity, experimentation, and innovation—the process of asking better questions. Meanwhile in preparation to the second half of this year and to test my mental resolve, I said to myself, I’m gonna go climb a mountain... and I did. Luckily, I have one near where I live—Stoney Point. The morning of my birthday, I got up with that idea in mind. I was simply going to make myself a sandwich, buy a healthy smoothie at the local market and head toward Stoney Point at lunch time. It was all a mental exercise. Physically I was not really prepared but mentally I was visualizing that walk from the bottom to the top of the mountain. I was hoping my legs would hold up on the steep climbs. As I got out of my van, I looked up at that big rock that sits as a guarding lookout at the top of Stoney Point, and I said to myself, that’s my goal. I want to eat my lunch when I get to the top. Every step I took was symbolic of a working journey. Finding the best way to get there without killing myself. I relied on my experience and judgment. It worked and I got there. And even returned with a photo which took some resourcefulness to capture this moment. Thank God for a self-timer and quick legs. I’m one year younger with a new five year plan. To new challenges and adventures!

Child Development Institute Celebrates Grand Opening

The West Valley News leaves the Crowe nest to fly alone Calabasas Canoga Park Chatsworth Reseda Tarzana West Hills Winnetka Woodland Hills

Crowe Marketing Design Publisher Ed Crowe Managing Editor/Creative Director Jonathan Goldhill Contributing Writer Al Martinez Contributing Writer

Editorial Contributors The deadline for articles, letters and photos is the third week of the month for consideration in the upcoming month’s issue. E-mail (preferred) submissions to:

The West Valley News is published monthly as an information and educational resource for small businesses and community-based organizations.

The Editor reserves the right to reject or edit all submissions. Opinions expressed by contributors are not necessarily those of the West Valley News.

WEST VALLEY NEWS Crowe Marketing Design 8378 Sale Avenue West Hills, CA 91304 Tel: (818) 883-3374 Fax: (818) 883-9678 Hours: Monday-Friday 9:00 am to 6:00 pm Annual subscription rate is $15. Single copies $1. Multiple copies $50/100 bundle Flyer insertion and distribution is available. Cost is $75/1000. Minimum 1,000.

To advertise, call 818-883-3374. The deadline for ads for each issue is the end of the third week of the month prior to the month of publication. ©2011 Crowe Marketing Communications Image copyrights held by the artists. The West Valley News is open to the entire business community of the San Fernando Valley. The West Valley News is distributed by regular mail to active subscribers, via email to an electronic mailing list, and to the general public through more than 65 strategic, high-traffic business locations throughout the West Valley.

For advertising call Garth Carlson (818) 419-2513

Now online 24/7-365


Ed Crowe / West Valley News

(L-R) CDI Board members Susan Hayes, Gloria Pollack, Councilman Dennis Zine, CDI Executive Director Dr. Joan Maltese, and CDI Chairman of the Board Richard Leyner, during the official Grand Opening on June 21.

On Thursday, June 21st, Councilman Zine joined members of the community in the ribboncutting ceremony for the Child Development Institute Early Learning Center in Canoga Park. The 6,500-square-foot building once was home to the old Canoga Park Library. Through the Councilman’s assistance and community efforts, the old building has been renovated to an amazing learning center for children, which features a community garden, library, and resources to families in the San Fernando Valley. CDI Executive Director Joan Maltese spoke of the awesome community support in bringing the project to fruition and the role CDI will have in making a positive difference in the lives of children. Councilman Zine presented a city resolution to Joan Maltese and CDI Chairman of the Board Richard Leyner for their work. To learn more about CDI, please visit


West Valley News Volume 8 Number 6 2012



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Reseda Chamber Contact Nancy at (818) 989-0300 for info.

Vons Foundation donates $15,000 to Benefit Developmentally Disabled

SFV Filipino-American Chamber (818) 780-9197 | (818) 902-1554

Several store managers and management staff of valley- area Vons stores stopped by New Horizons to present a $15,000 grant from The Vons Foundation in support of the agency’s job training programs and placement services for individuals with intellectual and developmental disabilities.

Sherman Oaks Chamber (818) 906-1951 | Fax (818) 783-3100

“Vons is proud to partner with New Horizons in providing employment for people with special needs. We have been working with New Horizons for twenty years and currently employ fifteen of their clients at our stores. It’s a win-win for all,” says Carlos Illingworth, Manager of Public Affairs & Government Relations for Vons, a Safeway company.

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West Valley News Volume 8 Number 6 2012


“Lil’ Ranchers Round Up”

The Growth Coach Becoming a Strategic Business Owner By Jonathan Goldhill and Daniel M. Murphy Jonathan Goldhill, The Growth Coach, coaches leaders of private companies to grow their business. To learn more about his unique group and individual coaching programs visit Jonathan can be reached at (818) 716-8826 or Daniel M. Murphy is CEO & Founder of The Growth Coach Franchise System,

Editor’s note: Beginning with Volume 7 Number 1 of the West Valley News, we started publishing monthly installments of the content of a book by Daniel M. Murphy, CEO & Founder of The Growth Coach. The book is titled “Becoming a Strategic Business Owner. A Proven Process to Enhance Your Strategic Mindset.” __________

Summer Program at Leonis Adobe Museum Summer is the time for the Lil' Ranchers Round Up summer program for pre-school or elementary age children. The program is held at the Leonis Adobe Museum on Tuesdays from July 10th – August 7th, 9:30 a.m. to 11:30 a.m. The program costs $4 (per day) per person. Members admitted FREE. Lil Ranchers Round Up program includes: • Music • Games • Crafts • Farm Animals

CHAPTER 8. MASTERING THE POWER OF MARKETING • Consider using telemarketing. Use it to develop leads for your salespeople or use telemarketers to follow-up a direct mail or advertising campaign. Even consider using telemarketing to follow up a sale to see if the person requires any additional help, advice, services or products (warranties, add-on products, additional levels of service, etc.) If you just cleaned the carpet in two rooms of a customer’s house, call up a week later and ask if they would want additional rooms to look as good and offer them a discount as inducement for taking immediate action. • Influence many people at once with special events/seminars. Consider hosting educational events for customers, referral sources, and prospects. Consider holding them in conjunction with other companies (newspapers, radio stations, suppliers, banks, CPA firms, industry experts, trade associations, complementary companies, etc.). This will allow you to tap into their customer relationships. For example, if you are an upscale travel agency introducing new exotic trips, consider co-hosting an event with an upscale radio station, magazine or with a high-end jewelry store, auto dealership, country club, money management firm, etc. • Consider using direct mail. Direct mail is simply putting a powerful and complete sales presentation in writing. Such a vehicle allows you to touch many buyers at once—immense leverage. Most owners would be best served in the long run by hiring a professional direct marketer on a project basis. • Consider using public relations. Public relations can be a powerful source of leverage as you educate and influence a targeted audience about your benefits, expertise, etc. Get to know the reporters in your industry and periodically call them with some story ideas. • Gain leverage by improving the effectiveness of your sales approach. Give your sales people a proven, simple sales methodology. For example, use READ. Relate to your prospect. Establish the Need or Problem. Advance a Tailored Solution. Determine Next Steps. It’s all about building relationships and solving problems. Buy books, tapes, CDs on selling skills and distribute to your team. Also, periodically send your salespeople to strategic selling courses. Huge payoff! • Buy other reputable businesses possessing great reputations and strong goodwill to gain access to their loyal customers. Be sure their business is a good fit for your company, culture, values, customer base, etc.

Increase the Amount/Frequency of Purchases To be successful at getting your current customers to spend more with your organization and more often, you must increase the “perceived value” of what you offer. You must educate your customers so that they desire your products and services even more. To make this happen, you must first increase the collective “selfesteem” of your organization. You and your employees must believe that you are different, better, special and highly valuable to your customers, even worth a premium price. You must fight the “we are a commodity” mindset with every fiber of your mind, body, and soul. The day you believe you are in a commodity industry or business is the day you begin to die. If you are similar to the others, you must break out from the pack. For example, add more services to your offering, give greater performance and money-back guarantees, provide on-going education seminars for your buyers or consider packaging or bundling other products or services with yours. Again, be different and more valuable. Here are some ideas to increase the average purchase size and frequency of your sales: • Raise your prices, if you can. Educate your buyers on the superior advantages, benefits and results you provide them and explain “the reasons why” you need to raise prices – increasing manufacturing costs, customer-service enhancements, better guarantees, better ingredients, etc. • Upsell. If your client/customer can achieve better results and more satisfaction, educate them on buying a higher-end product or service. Do a better job of assessing their needs and matching to products or services that will give them the optimal buying experience and satisfaction. You will increase your profits and their fulfillment. Auto dealers are masters at getting customers to buy car models with the higher-end feature packages (i.e. leather interior, better stereos, etc.) • Cross-sell. If you have multiple product lines or service lines, communicate and educate you customers and clients on the full spectrum of your solutions—services, products, and expertise. Continually ascertain their challenges and problems and match up with the other solutions you offer. CPA firms, for example, cross-sell their audit clients on tax and consulting services. Banks cross-sell their checking customers on investments, mortgages, lines of credit, credit cards, etc. • Bundle better. Consider packaging complementary products and services together. If a customer is going to buy a gas grill, for example, offer them a complete package of cooking utensils, mesquite wood chips, barbecue book, grill cover and apron. By saving the customer time and helping them to buy a more “complete solution”, you can probably charge a premium for this “barbecue in the box” offering. At the very least, they will have bought more than they otherwise would have – you made buying easy. • Offer volume or frequent buyer discounts. If you can get your customers to buy more and buy more frequently, reward them with incentives, discounts, extra level of services, etc. Since you have maximized your cash flow, be willing to reward them with a few extra perks. Bookstores and airlines have “frequent buyer” programs. For example, video stores and coffee stores give you a free serving when you buy a certain number of times. • Offer other products and services that will complement what you already sell. Ask the question, “Who else sells something that goes before, after or along with my customer’s purchase?” For example, if you sell computer products, consider selling “technical needs analysis” services on the front-end or installation and computer training services on the back-end. Be sure it makes economic sense to add such services to your business. • Communicate with your customers often and give them buying ideas or solutions via mail, phone, email, newsletters, in-store displays, etc. For example, if you are a hardware store, and as early fall approaches, use direct mail and in-store displays to communicate to your customers the need to fill cracks and seal coat their driveways. Sell them on the benefits of taking such action. Package all the supplies together (sealant, crack filler, broom, gloves, removal cleaner, “how to” booklet, etc.) and offer a single-solution price.

Editor’s Note: Chapter 8 continues on Page 11

• Tortilla Making • Native American Dancing • Blacksmith Demonstrations • Story Time For more details and for the hours that Leonis Adobe Museum is open to the public during the summer, please call (818) 222-6511 or visit:

BOYS & GIRLS CLUB OF THE WEST VALLEY RECEIVES $28,371 DONATION FROM MACY’S DEPARTMENT STORES The Boys & Girls Club of the West Valley has received a $28,371 donation through Macy’s Department stores’ Thanks for Sharing Campaign held during the 2011 holiday season, announced Gary Thomas, Chairman of the Club’s Board of Directors. According to Thomas, “Macy’s has graciously donated to the Boys & Girls Club since 2002 and this year’s contribution is its largest one yet. Their support will allow us to continue to serve the needs of underprivileged youth in the West Valley, a need that continues to grow in these difficult times. We are very grateful to the members of the Macy’s organization for their generosity and spirit of benevolence.” Through the generosity of Macy’s customers and employees, more than $9 million has been distributed to local Boys & Girls Clubs in Macy’s Northwest and Southwest regions. Locally, funds from the Thanks for Sharing Campaign were distributed through Macy’s Northridge, Topanga and Promenade locations. Boys & Girls Clubs of America and Macy’s share the belief that out-of-school time is an important factor in the overall education equation and the retailer’s donation to the West Valley Club will ensure a great future for the community’s young people. The Boys & Girls Club of the West Valley was founded in 1995 to meet the local need for safe, healthy, productive activities for youths during non-school hours. There are more than 3,100 members of the Club, and approximately 150 youngsters visit the main facility each day, in addition to approximately 550 children provided after-school activities at the seven off-site schools: Blythe, Reseda, and Topeka Drive Elementary Schools; Hale Middle School; Canoga Park High School; and the affordable housing community of Tierra del Sol. The Club is located at 7245 Remmet Ave., Canoga Park, CA, 91303. Visit or call (818) 610-1054.

Tenth Z Awards For ExZellence Continued from Page 1

advocacy. At this year’s Z Awards ceremony, Council District Three honored personnel from the Los Angeles Police Department, the Los Angeles City Fire Department, the Los Angeles County Sheriff’s Department, the California Highway Patrol, and the Los Angeles County Department of Probation. And for the first time in Z Awards history, a CitiZen Award was presented to Dennis McCarthy (photo right) an iconic Valley journalist who has made an enduring impression on the San Fernando Valley through his celebration of unsung heroes in his columns featured in the Daily News and his recently released book titled: Here’s to the Winners. ABC7 News Anchor David Ono presented the awards to the recipients.

Fernando Award Foundation Requests Names of Nominees For Fernando Award Recipient The 2012 Recipient will be honored for Volunteerism and Civic Accomplishment The Fernando Award Foundation, presenting the highest award for volunteerism in the San Fernando Valley, will hold its annual recognition of the 2012 nominees with a dinner at the Warner Center Marriott on September 21, 2012. At this time, the Fernando Award Foundation Selection Committee is asking community and civic organizations to select their nominees for the San Fernando Valley’s most prestigious award for volunteerism and civic accomplishment. The call for nominations has been extended to July 30, 2012. Organizations and businesses, including Chambers of Commerce, non-profits, Valley Industry & Commerce Association (VICA) members, and past recipients, may contact Dennis Watsabaugh at (818) 231-2288 for a Nomination Packet. Organizations can also visit the Fernando Award Foundation website and download a Nomination Packet: Initiated in 1959, by a group of San Fernando Valley business and community leaders interested in encouraging community involvement, the award is open to all Valley residents. “The mission and purpose of the Fernando Award is to promote and recognize lifetime volunteerism in the San Fernando Valley. We are aware that there are many worthy applicants who spend a great deal of time and devotion volunteering in the community. We hope they will receive recognition this year,” said Dennis Watsabaugh, President, Board of Directors. The Fernando Award is in the form of a miniature replica of the Fernando monument located in the Van Nuys Civic Center. Names of the award recipients are etched in the base of the monument and on a marble obelisk in Warner Center Park, located in Woodland Hills. For information and Nomination Packets, please phone Dennis Watsabaugh at (818) 231-2288 or Daniale Perry at (818) 980-7867.


West Valley News Volume 8 Number 6 2012

LETTERS Write, Email, Fax, Call Write

Managing Editor, West Valley News 8378 Sale Avenue, West Hills, CA 91304


Tel / Fax 818-883-3374 / 818-883-9678 Include name, address, and daytime telephone. Letters may be edited for clarity and length.


Cary Iaccino, Chairman Reseda Neighborhood Council, with daughter Sasha during Re-Opening. Greater San Fernando Valley Chamber CEO Nancy Hoffman Vayek delivers her Welcome remarks at the Hollywood Roosevelt.

Albertsons in Reseda Gets a Facelift


WHY IS IT? A man wakes up after sleeping

Continued from Page1

train as we launched new programs and events to commemorate 100 years of Valley business. And it all culminates tonight at the Chamber’s 100th Inaugural Ball—a night to pay tribute to our members and their achievements, and celebrate another great year in the Greater San Fernando Valley Chamber’s 101 year history. What better place to celebrate our achievements and honor our shining stars than with a red carpet party at the world famous Hollywood Roosevelt Hotel, Home of the first Academy Awards? Tonight we’re paying tribute to our leading man—retiring Board Chair Bert Seneca— and welcoming 2012-2013 Board Chair Barry Leonard—both have played starring roles as board chairs before—hence our theme name Take Two. Congratulations to all Take Two Inaugural Excellence Awards Honorees:

under an ADVERTISED blanket on an ADVERTISED mattress and pulls off ADVERTISED pajamas bathes in an ADVERTISED shower shaves with an ADVERTISED razor brushes his teeth with ADVERTISED toothpaste washes with ADVERTISED soap puts on ADVERTISED clothes drinks a cup of ADVERTISED coffee drives to work in a ADVERTISED car and then… refuses to ADVERTISE

Community Award of Excellence Van Nuys Airport Volunteer of the Year Mark Levinson Committee Chair of the Year Mary Helwig Chamber Award of Excellence Asher Levin Chairman’s Award of Excellence VICA

On Wednesday, June 13th, the Albertsons at the northwest corner of Tampa and Saticoy in Reseda celebrated their highly anticipated Grand Re-Opening. The event attracted local Albertsons' staff in addition to a large contingent of their senior management from throughout the Southern California area. There were also scores of supporters and interested shoppers who stopped by to sample the hors d'oeuvres and refreshments. The event featured the traditional ribbon-cutting in front of the store under an arch made of colorful balloons. Consistent with Councilman Zine’s ongoing mission, the Grand Re-Opening marks continuing employment opportunities for locals along with an essential core service that the general public understandably embraces: a quality store that offers fresh, fairly priced products. This special event attracted many leaders of the Reseda community including: Nancy Sweeney, founder of Revitalize Reseda; Senior Lead Officers Royal Barber and Isela Parra from West Valley LAPD; and Garth Carlson and Kevin Taylor from the Reseda Neighborhood Council. Representing Council District 3 were Field Deputy Ron Rubine and Sean Haynes, a summer intern in the council office and student of Pepperdine University. Albertsons was founded in 1939 in Boise, Idaho by Joe Albertson. A little more than 70 years later, Albertsons has grown to include 463 stores nationwide under a variety of banners that include: Grocery Warehouse, Jewel-Osco, Max Foods and Super Saver Foods.

Here’s to another 100 Years of Business. Take Two... Action!

believing it doesn’t pay. Ed Crowe / West Valley News

Later if business is poor he ADVERTISES it for sale.


CALIFORNIA GROWN Baja Fresh #34 Closes

Farmers’ Market Main Street Canoga Park

MAKE IT A HABIT Every Saturday 9AM-1PM Owensmouth north of Sherman Way


After 15 years at the corner of Topanga and Nordhoff, Baja Fresh’s lease was not renewed to give way to a California Chicken Café.

West Valley News Volume 8 Number 6 2012


Canoga Park Memorial Day Parade Continued from Page 1

the Canoga Park Memorial Day Parade started right at 11:00 a.m., as announced.

the Miss Canoga Park Beauty Contest and attended by 10,000 spectators. At some point, the parade became a Memorial Day event and continued annually until 1975.

The order or participants was a little different but it was a welcome change. By this time both sides of the Sherman Way corridor, east of Owensmouth, along the business improvement district of Old Town Center Canoga Park, was full of spectators, 4-5 people deep. Young, older and every age in between, reacted cheerfully with every float, marching band, color guard, private clubs, and a number of civic minded and patriotic organizations that participated that day.

After a 12-year hiatus, the “first” parade in 1989, chaired by Pat Murphy drew about 20,000 spectators and showcased 95 parade units. When local businessman Bob Bartels joined the parade committee, he added new prestige to the event by arranging for Military flyovers, adding patriotic flavor to the event. Later, as parade chair, he added special cash awards for Equestrians and Bands, sponsored for several years by his company. Both actions contributed greatly to the presentation and forever changed the scope of the parade. Every year the parade has grown in size with the 1997 parade boasting 130 entries and 60,000 spectators. In 1991, Canoga Park High School rescheduled its “Western Days” event to coincide with the parade, which now consists of Floats, Marching units (Bands, Color Guards, Drill Teams), Dignitaries, Antique/Classic Automobiles and several Equestrian entries on a two-mile route. A Scottish bagpipe and drum corps courtesy of local businessman Bill Brady, and a unit from Taxco, Mexico via our own Sister City Program have added international flavor to past parades. In recent years, the size of the parade has grown to such scale that it became a financial challenge to the organizers—the Canoga Park Community Center and the CPWH Chamber of Commerce. In 2010, the chamber officially assumed responsibility for coordinating and organizing the parade. The effort had a faltered start when the chamber Board faced with increased city fees and staging expenses, decided to cancel the parade due to financial strains. Fortunately, it came back the following year with renewed energy and a vision to continue the twenty-plus year tradition in Canoga Park. The solution was finding creative ways to get the local business community involved with targeted sponsorships to cover the costs of staging the Memorial Day Parade. Even though, modifications have been made to the route of the parade and how it is staged, the Canoga Park/West Hills Chamber of Commerce and the event organizing committee, plus the small army of volunteers, deserve a lot of credit for a job well done. It takes months of planning, numerous meetings and many hours of hard work—up to and on the day of the parade. On Monday, May 28, 2012, with the backdrop of a beautiful blue sky and a warm, sunny day,

As customary and traditional since 1989, to add patriotic flavor to the event, a Military flyover roared westbound above the parade route drawing loud cheers from all spectators. Being time for elections, this year’s parade had its share of familiar and new faces of candidates running for reelection, seeking new positions, or trying their hand at political office for the first time. Ed Crowe / West Valley News

Congressman Brad Sherman, has always participated in the Memorial Day Parade so he was one of the very familiar faces. Congressman Howard Berman, a somewhat familiar name but not a familiar face on this side of the valley, decided to walk so people could see him up close and personal. CD30 Candidate Mark Reed, who has good ideas and would like to take over for both Sherman and Berman, was present and smiling broadly. Other more familiar names and faces in the community who were present, included: Assemblymember Bob Blumenfield, State Senator Alex Padilla, State Senator Fran Pavley, Los Angeles County Supervisor Zev Yaroslavsky, L.A. City Controller Wendy Gruel, and the perennial presence at every parade for the last eleven years, Councilman Dennis P. Zine. He wants to take over as Controller in 2013. An unfamiliar name and face in the west valley Kevin James, rode in the parade and will put his name among a number of city officials who are lining up to run for Mayor. The 2012 Memorial Day Parade was a resounding success. A testimony to the hard work of the organizers and the response of a caring community that came out to continue the twenty-plus-years tradition of honoring our fallen soldiers who gave their all. Also new this year, was the addition of an early morning 5K Run sponsored by Westfield Topanga. This idea was introduced by past chamber president Jack Dawson to help bring attention to the non-profits in the community. Over 400 runners participated. The 5K Run was led by a Pace Car sponsored by Universal City Nissan. The winner was Laura Conley, who works for event sponsor Spectrum Canoga Park. The Parade ended in front of Quimby Park on DeSoto and Hart. At the southwest corner of the park, exhibitor tents were set up along with a performing stage. Live music and food vendors were part of the afternoon’s program. A number of elected officials or representatives, presented proclamation certificates to Jean Jauck President of the Canoga Owensmouth Historical Society, in recognition of the 100th anniversary of Canoga Park. As a new tradition—started last year— to honor our fallen soldiers, a U.S. Army Officer presented a symbolic wreath before a Memorial Wall containing the names of Valley veterans. Enlisted soldiers, along with Navy Commander Tom Sutton, stood at attention, in the outer perimeters, saluting. In proximity to the Wall, with their hands over their hearts, stood in reverence Congressman Brad Sherman and Councilman Dennis Zine. A fitting tradition to honor our veterans—from all branches of service—on Memorial Day.


West Valley News Volume 8 Number 6 2012

“Irises” by Vincent van Gogh as created by a Valley artist. Twenty percent of the price will be donated to BGCWV



A West Valley News column honoring parents. Write about your father, mother or both, as a tribute to them for their legacy, their life lessons, their love and sacrificies, and anything that made them special to you. Limit of 500-800 words. Send by email to Include a photograph (in digital format 200 ppi) and name, address, and daytime telephone. Submissions may be edited for clarity and length. Publication at the discretion of the editor.

My Dad was a Champ... By Martin Ortega Campbell

Adolfo Antonio Ortega August 22, 1933 – May 15, 2012

The irony is this—a man who didn’t want to be around people most of the time was endearing and beloved. People who only met him once have told me in the last few days how much he touched them. My dad was a champ. It’s a word he used with us a lot to describe our accomplishments—a soccer game I won, an acting gig Roxie got. He, too, was a champ since he cared for my mother—champ in the sense of a real hero. Finally, he was a champion, one who fights for a cause.

$699 60 in H x 72 in W Oil on canvas

The sale of this painting owned by Ed Crowe, publisher of the West Valley News, will benefit the Boys & Girls Club of the West Valley. Twenty percent of the selling price will be donated. Call Ed at (818) 231-4454. The painting shown above (6 ft W. x 6 ft H) is an oil on canvas rendition of Irises, a painting by the Dutch artist Vincent van Gogh. Irises was painted while Vincent van Gogh was living at the asylum at Saint Paul-de-Mausole in Saint-Rémy-de-Provence, France, in the last year before his death in 1890. It was painted before his first attack at the asylum. There is a lack of the high tension which is seen in his later works. He called the painting “the lightning conductor for my illness,” because he felt that he could keep himself from going insane by continuing to paint. ORIGINAL PAINTING. Artist: Vincent van Gogh. Year: 1889 Type: Oil on canvas Dimensions: 71 cm × 93 cm (28 in × 36.625 in) Location: J. Paul Getty Museum, Los Angeles, California. PAINTING (Above). Unknown Valley artist. Oil on stretched canvas “Blue Irises.” 72 in x 60 in. The price for the stretched canvas painting of Vincent van Goh’s Blue Irises is only $699. If you admire van Gogh and have a large wall space in your home or office, this rendition of Irises will be a great addition to your art collection. Call Ed Crowe at (818) 883-3374 if you want to get an up close look at the painting. And for a price of only $699, you can take home a beautiful rendition on canvas of the original painting. You will also be supporting the programs at the Boys & Girls Club of the West Valley as well. Ed Crowe is.


It is pretty clear to me that my dad knew he was going to die. His house was like a lab or library, notes and books and sketches everywhere—diagrams of the human heart, lists of foods that would make him better, doctors’ theories and research studies. Upstairs in his office, he had taken out almost all relevant documents involved in end-of-life planning—wills and trusts and benefits and account information. When his end got closer, he grabbed a handful of Social Security and credit cards, ushered my mom into the car and drove off to the post office, where he died on the sidewalk, important envelopes in hand. My sister Francine, who’s good at understanding people unlike me and my dad, has often reminded me that Adolfo suffered too much loss too early in his life. The deaths of his father, brother and mother pained him, and he withdrew a little more than he had already withdrawn. He was suspicious of doctors and western medicine, and pretty much everything and everyone, even me at times. I will tell his story like this. He was a Californian. He left only once for a short stint at Georgetown, so we think, but received most of his education here. He danced my mom into love in the warm but fragile Hollywood nights. He taught public school before becoming a professor, before Fullerton at Cal State Fresno. There he involved himself in the Chicano movement that was growing, like the infinite plants of the Central Valley, at the time. A man of books and words, he taught and organized, translated and gave lectures. He spoke out for the kinds of people that his parents had been, Mexicans who had come here with nothing and built lives for themselves, and, in the course, had built this state of California. He dedicated his life to speaking out for brown people, like himself, who didn’t always feel welcome here. This is our country, too. The spots where he was born, lived and he died were all Mexico before they were this country, and Spain before Mexico, and the land of the Indians before that—Indians like the Huichol that were certainly our ancestors in Guadalajara. When people ask what part of Mexico my family is from, I say L.A. When I heard the news that my dad died, I got in the car and drove to Monterey, passing through the lands written about in the books by Jack London and John Steinbeck that inspired him. Like my dad, those men let the earth and pastures and hills do their own talking. On that car ride, I thought of my own favorite California lines from Jack Kerouac.

BE...ON CAMERA...NOW! acting classes for ALL AGES

Brakemen eat surly meals in diners by the tracks. Trains howl away across the valley. The sun goes down long and red. All the magic names of the valley unrolled—Manteca, Madera, all the rest. Soon it got dusk, a grapy dusk, a purple dusk over tangerine groves and long melon fields; the sun the color of pressed grapes, slashed with burgundy red, the fields the color of love and Spanish mysteries.

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My dad would have liked that passage. He was a hopeful romantic. And I will try to fill his shoes, caring for my mom and being the man of the Ortega family, strong women who make the job a joyful pleasure. My dad was many things: poet, writer, reader, teacher, learner, but also philosopher. Once Yvette and I got into a metaphysical discussion with him. How significant were humans on earth and in the universe? we wondered. Yvette argued that if any life forms were significant, it must be, due to their overwhelming superiority on this planet, plants. My dad argued his usual stance, ex nihilo nihilo—nothing comes from nothing; there must be a creator. I argued that, as far as the universe was concerned, each of us was an insignificant thing, and, for lack of a better word, an accidental “mass.” My dad thought, got fiery and said something like, “I don’t see any other…MASS…that can do the things we can do.” He did a lot in his 78 years here. And I am sure he believed in a greater purpose and a second life, picturing himself up there one day drinking whiskey with the two Alfonsos.

“Our vision is to create a dynamic career development center, online and offline, which will support the aspirations of actors, both children and adults. Our work together will result in actors finding work in the industry they love. Our actors will also play roles in short films and web series in house, that we produce and market on the internet. There is tremendous demand for this content, and it will be growing exponentially in the future. We want our clients to be a part of it.” Donna Houser / Artistic Director

Life-Changing Workshops and Wisdom for Actors

West Valley News Volume 8 Number 6 2012


A Man of Much Mystery... By Roxana Ortega Campbell

Adolfo Antonio Ortega August 22, 1933 – May 15, 2012

I’ve always thought that my father was a man of much mystery; a private man, who wanted you to know what he wanted you to know. He always had a way of dodging my questions about his childhood or giving a vague answer about a detail of his past. With my Dad, I often felt I wasn’t getting the real story. But, despite that, over time, I did get the real story, about the kind of man he was. He was smart, smart man. He had a hunger for knowledge, a reverence for it. Even after getting his PhD and after retiring, he continued to absorb information—history, great works of literature, the Russian language. He was an artist—a writer, a painter, a poet; he sketched. His handwriting alone was something out of a fairytale. once told him how beautiful I thought it was, to which he replied, “I’ve seen handwriting that would blow your mind.” He was speaking of his father’s handwriting—his father, who he had lost at a young age. A loss that might had explained why he would sometimes slip away into a thought so far away and sad it could halt you. I asked him once, “Are you OK? He said, “Yeah. Just having a bit of ennui.” He had a way with words. He once told me to have a “splashy splashy” birthday. A fan of the thumbs up, and the high five, he loved to celebrate with good food, good drink, so-so music. He could give a toast like no other—poetic, profound, spiritual, kooky. I knew him. He loved hats—from berets to furry Russian ear-flapped hats, and even had a cap made out of paper that he’d wear when he went to get the car fixed, so the mechanic would think he was broke and cut him a deal. He loved to laugh and had a hokey sense of humor. “Hey Rocky, I have joke for you,” he’d say. Here’s an example: “God sneezed. I didn’t know what to say.” I didn’t get it. I’d say, “Where’d you get that, the newspaper?” “Yeah,” he’d say. We’d laugh at that more than the joke. I knew him. He was a nature lover, would always pause and admire birds and was never happier than with a view. He was a romantic. He’d make fires in the fireplace, even in the summertime, not for the warmth, so much as the mood. He was a philosopher, someone I loved to talk to about the mysteries of life, the big questions like—What is time? Oh, interesting...” he’d say. He was interesting and a living example of the idea that to be interesting, you have to be interested. He was interested in the world. Mostly, I knew him, as a gentle man, a man with a heart that could break yours by its sweet, pure way; a man who would go for a walk and bring you a flower that he’d picked and say, “For you, Princess,” a man who loved my mother, through almost 45 years of marriage, with a love so innocent, so beautiful, so child-like it could bring you to tears just to think about it. Seeing them walk into a room together, made you feel like they were entering from another dimension all their own, walking side by side on their own plane, moving to some strange and beautiful other-worldly rhythm. Yes, he wanted us to know what he wanted us to know. Even when it came to his health, we never got all the details, the actual story of all the doctor visits and what the tests had really said about his heart, but we knew. We knew. Somewhere inside we knew, because we knew him, we knew his heart, and we still do.




West Valley News Volume 8 Number 6 2012

ABC7’s George Pennacchio and Comedian Jim Tavaré Headlined Valley Village Showtime! on June 23 Emcee George Pennacchio, ABC7’s entertainment reporter, charmed the audience while comedian Jim Tavaré had guests roaring with laughter at the Valley Village Showtime! Garden Party and Luncheon, Saturday, June 23, at the elegant Sheraton Universal Hotel. L.A. City Councilman Dennis Zine added to the fun onstage. The Showtime! Garden Party & Luncheon is the major fundraiser for Valley Village, a San Fernando Valley 501(c)3 nonprofit that provides 17 family-style homes and three therapeutic day programs for some 400 men and women with severe intellectual and other developmental disabilities. Founded in 1971, Valley Village, headquartered in Winnetka, is the place where adults with developmental challenges thrive.

Here’s Your Opportunity to Salute and Support the Club The July 2012 Issue of the West Valley News Will be Dedicated to the Boys & Girls of the West Valley The West Valley News is a community-based publication connecting business and community throughout the southwestern region of the San Fernando Valley. It’s published monthly and distributed electronically, by regular mail to all active subscribers, and through more than 110 strategic, high-traffic, drop off locations in the West Valley. Areas of coverage are the communities of Calabasas, Canoga Park, Chatsworth, Reseda, Tarzana, West Hills, Winnetka, and Woodland Hills. A special print edition of this regular monthly publication will be published to commemorate the 20th Anniversary of the founding of the Boys & Girls Club of the West Valley. Advertising space will be sold to allow local businesses and friends of the Club to be sponsors, use the space as advertisement for their organizations or simply take the opportunity to congratulate the Club on providing the area’s youth a safe, positive, and enjoyable after-school and summer camp experience. Twenty percent of the special edition’s advertising proceeds will be donated to the Club. An additional 1,000 copies of the four-page, ad-free insert, will be printed for distribution. Circulation: 5,000 plus electronic, Web and Facebook. Readership: 20,000. Online 24/7 presence and special Business by Referral section at

Special July 2012 Issue Full Color Advertising Rates

At saturday’s event, some 300 guests sipped champagne at the Garden Party and shopped for unique items at trendy boutiques. Then at noon, they enjoyed a comedy luncheon with the keen humor of Tavaré, who has appeared at many venues, including the Laugh Factory, and has created many notable characters. He is also an actor in films and television.


Pennacchio, who is a three-time Emmy winner, was a stellar master of ceremonies for the busy afternoon with a live auction and a special fundraiser for an event for clients. Showtime! also included online and silent auctions for upscale events, trips and collectibles.

Relay For Life in Reseda Triples Fundraising Goals

Position Premium

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*Only available if the Full Page Back Cover is not sold.

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“Showtime! helps provide services that our normal funding doesn’t cover,” explained Debra Donovan, executive director. “With our state budget being cut, we need to raise additional funds more than ever.” For information about Valley Village, contact Jenny Daniels Freese at (818) 587-9480, or email at

Full Color 1X




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Deadlines Space reservation by June 29, 2012 or before Camera-ready art due: July 6, 2012 or before


Digital Files Acceptable formats: Press-ready PDF, EPS, JPEG. Image Resolution: 200+ ppi Grayscale or CMYK All fonts (outlined), logos, images must be included. TO RESERVE YOUR ADVERTISING SPACE GO TO DOWNLOAD THE INSERTION ORDER AND MAIL PAYMENT OR PAY SECURELY ONLINE. CALL ED CROWE

Reseda had a passionate crowd at Cleveland High School the weekend of June 9-10 at Relay For Life. With over 400 participants, 35 teams and great weather, we soared passed our goal of $25,000. Councilman Zine and Reseda Senior Lead Officer Barber and Parra helped open the ceremony on Saturday, and the event continued for the next 24 hours. There was a moving Luminaria Ceremony in the evening honoring those we love who have been diagnosed with cancer. Several hundred luminaria bags were placed around the track to help guide those walking throughout the night. Themed laps, entertainment, food, and team sales at the event helped raise money for the American Cancer Society. Many brought tents and camped out under the stars. We more than tripled our event from last year and are looking forward to Relay for Life 2013! It’s not too late to make a donation! Please do so today at

Celebrate Reseda’s 100th Anniversary With a Souvenir T-Shirt

818.883.3374 Thank you for your support of the Boys & Girls Club of the West Valley.


The Boys & Girls Club of the West Valley is commemorating its Anniversary with a year-long celebration highlighted by an Anniversary Founders’ Gala.


Hosted by the Boys & Girls Club of the West Valley. Tickets are $125 per person. Sponsorship opportunities are available from $1,500 to $10,000.

Now while the supply lasts! For more information please contact Revitalize Reseda at (818) 832-2280 or

When: Friday, July 27, at 6:30 p.m.


Where: Warner Center Marriott Hotel, 21850 Oxnard St., Woodland Hills. Main Ballroom. The VTAC Car Show held on Saturday, June 2nd in Woodland Hills Warner Park was a tremendous success. The park was packed with families who came out on a beautiful day to look at all the classic and vintage automobiles and motorcycles. LAPD static displays included the Bomb Squad, Off Road Detail, Scuba Team, Air Support, SWAT and a performance by the LAPD’s Motorcycle Drill Team. Dignitaries such as Councilman Dennis P. Zine, Assemblyman Bob Blumenfield, and Congressman Howard Berman attended as well. Bart Torres was the MC with Dave Kunz, the Automobile Reporter, from channel 7 and Los Angeles County Prosecutor Alan Jackson was the host for the trophy presentation. Great food as well, with 23 delicious Food Trucks for people to choose from. All in all, a wonderful way to spend a Saturday afternoon in the park.


The event will honor the Club’s founder, Bob Voit, President/CEO, Voit Real Estate Services, as well as the many generous people and organizations that have supported it throughout its 20-year history, including Wells Fargo (Corporate Caring for Kids); David Rainer, California United Bank (Champion of Youth); and Blue Shield (Hands & Hearts).


For tickets and more information contact Jan Sobel at 818-610-1054 or email

West Valley News Volume 8 Number 6 2012


SUCCESS CENTER END SALES RELUCTANCE By Terry Lee Brussel Ph.D., Certified Clinical Hypnotherapist

There are many kinds of sales reluctance. Below are some affirmations to assist with some of them. Saying these things to yourself several times a day and particularly before doing sales will help. Done as hypnotic suggestions, the effect would be quicker and deeper. Telephone Confidence Councilman Mitch Englander pays a visit to the West Hills Neighborhood Council to announce that he will be officially representing the entirety of West Hills as of July 1, 2012. Englander grew up in the community.

I enjoy making calls on the phone as well as talking to people in person about the product or service I offer. I enjoy reaching out to new people who could benefit from the product or service I offer. I enjoy calling current and former customers to share with them new ideas and ways which the product or service I offer can improve their businesses and their lives.

Strategic Business Owners

Excellent Self Esteem and Positive Persistence

Continued from Page 5

I accept myself. I treat each problem as a challenge, each challenge as an opportunity to accomplish my goals in business and in life. I stay centered and secure within myself when dealing with negative reactions of those to whom I offer my products and services. I take pride in sharing with them how my product or service could be of benefit in their businesses and their lives. Selling to Friends and Family-Sensitively I am comfortable with and take pride in sharing my products and services with my friends and family. I enjoy showing them how my product or service could be of benefit in their businesses and their lives. I read their reactions effectively recognizing when it is time to stop selling or time to close the sale and do so in a way which is comfortable for all concerned. Learning from No I know when no is really no and cheerfully move on to the next prospect, effectively learning from any behavior or communication of mine which triggered that no. Selling Confidently to Successful People I do what it takes to be effective at sales calls and self promotion. I take sensible risks comfortably. I enjoy and take pride in sharing my products and services with others whether those others are family and friends or the most successful people I can reach. Taking Pride in Self and Product—CLOSING I am confident in my sales ability and in the value of my products and services. I am appropriately conscious of the effort and financial cost of bringing in my sales prospects. I assert myself comfortably, firmly asking for each sale at a fair profit. To find out more Contact: Terry Brussel PhD, Certified Clinical Hypnotherapist has been in practice since 1969 in the San Fernando Valley. She created the Seven Keys to Self Actualization a system to reach your highest potential-physical, mental, emotional, spiritual as well as financial. One solution to Sales reluctance in all its forms: Go to Download our gift Abundance Your Money and More Magnet, guided meditation. Another solution is private hypnosis and coaching sessions. Call 800-462-5669 for more info.

Councilman Zine Says “Happy Trails” to West Hills

• Conduct special events to educate your existing customers on your additional service/product offerings. Do this in an informative manner and in a way that has “their best interests” at heart. Hold a “sneak preview” for your new products, services, models, etc. Hold exclusive events for your best customers. An upscale luxury auto dealer might hold a wine and cheese party with a musical quartet to unveil the newest car models. • Endorse other people’s products or services to your client list and get a cut of the action. For example, if you are an upscale jewelry store, consider offering elaborate vacation packages to your customers via an upscale travel agency. Mail offers to your customer database, endorse the travel agency and their offering, and receive a set percentage of any revenues generated. Instead of adding computer training to your computer store, form an alliance with a reputable training company and negotiate for a “cut of the action” for introducing/endorsing them to your customers via email, direct mail, telemarketing, etc. To maintain the goodwill of your customers, make sure you do your “due diligence” and introduce only high-trust, high-integrity, highvalue organizations to your customer base.

Selectively Say “NO” Warning—this section is advice aimed at those who sell primarily to businesses, not to walk-in, public customers. To devote more time and attention to your best opportunities and customers, you need to adopt a selectivity mindset. You can’t optimize your business performance if you are constantly bombarded by unprofitable, ungrateful, disagreeable, ever-complaining, and energy-draining customers. You and your employees deserve better. You must learn to say no to prospects who do not fit your profitability profile and goodbye to cheap, unpleasant, unprofitable customers. This single act of firing your problem accounts frees up capacity so you can handle more profitable growth. The 80/20 rule (Pareto Principle) is a helpful guide. This rule says that 80% of your profits come from the top 20% of your customers. Conversely, 80% of your headaches and problems come from the lower 20% of your customer base (the dogs). It is these troublesome 20% that are draining your profits and life force. You need to wean them. Either raise your prices to compensate for the pain and suffering they cause, or flat out fire them. That’s right, have the courage to fire those customers that are a real burden to your people and organization. Since they are unprofitable, this will free up your people and resources to attract and win superior customers and provide more time, attention, and value to your existing quality customers. Your employees and your bottom-line will thank you. As a suggestion, for those serving business entities, separate your customer base into “Tier 1”, “Tier 2”, and “Tier 3”. Put most of your organization’s time and talents into serving the heck out of Tier 1 customers. These are your most profitable customers that value, appreciate, and regularly buy your offerings. Spend slightly less resources on Tier 2 customers and provide minimal service to Tier 3 customers. Your goal is to develop Tier 2 to become Tier 1 accounts and move your Tier 3 customers up a rung or move them out the door.

Experiment Like Mad No matter which strategies you employ, your ultimate leverage comes from focused brainpower—intellectual capital and innovative ideas. Think “brain equity”, not “sweat equity.” One innovative idea could help your business achieve quantum breakthroughs in performance and results. One innovative idea could significantly multiply your leads generated, revenues, profits, customer satisfaction, level of quality or competitive advantage. As the leader, you need to encourage practical creativity, experimentation, and innovation—the process of asking better questions. As a CEO, you should be experimenting with new approaches all the time. Have your employees test new strategies, hunches, sales approaches and marketing weapons. Small, controlled testing is critical if you are going to optimize your business and find incredible leverage points within and outside your business. For example, you could test the following: • A new method of targeting your prospects • A new sales presentation

A wise man once said, “Tell me what company you keep and I'll tell you what you are.” With the incredible slate of individuals from the West Hills community who showed up at the Van Nuys City Council Chambers on Friday, June 8th to offer their gratitude, Councilman Zine was honored to be in such good company. Over the years, Councilman Zine has demonstrated a commitment to service and a passion for all of the communities that he has had the privilege of representing including West Hills— the community that he calls home. As a result of the redistricting process, on July 1, 2012, Councilman Zine will no longer represent West Hills on the City Council. The outpouring of heartfelt thanks and emotion from the participants was truly appreciated by Councilman Zine, who worked to control his emotions when reflecting on his work in the West Hills community for the past 11 years from the time he first took office on July 1, 2001. The unofficial “passing of the West Hills baton,” from Councilman Zine to CD12 Councilmember Mitchell Englander included more than 20 West Hills community leaders who came to the council meeting to express their gratitude for the work of Councilman Zine over the years. Due to council time constraints, only 6 individuals were able to speak during the presentation. They were: Nora Ross, Executive Director of the Canoga Park West Hills Chamber of Commerce; Rabbi Richard Camras from the Shomrei Torah Temple; Steve Lenske, President of the West Hills Neighborhood Council; Art Sherman, a decorated WWII Veteran from Wings Over Wendy’s; Ed Crowe, publisher of the West Valley News; and Mayra Recendez, intern in Democracy by D-Zine, a CD3 leadership program. Their words were profound and truly meaningful to Councilman Zine. It has been Councilman Zine’s honor to serve the community of West Hills for so many years truth be told, based on the palpable emotion in the room as the ceremony came to a close, things in West Hills will never be exactly the same as their truly is only one Councilman Dennis P. Zine who can replicate his never-ending quest to make the community the best it could possibly be. He will be sorely missed.

• A new direct mail offer or special event • A new headline in your ads, direct mail campaign, or press releases • A new hiring or retention practice • A new channel of distribution • A new strategic alliance • A new compensation structure

• A new collection method • A new customer service initiative • A new referral system • A new internal communication method Try many things and keep those that work better than existing approaches. You need to listen continually to your employees, current and former customers, and team of advisors. Ask your internal and external contacts, “How can we improve and get greater results?” If you think your ways or ideas are the best, all new ideas will pass you by. Look outside your industry as well for fresh ways and “killer” ideas. Do not be myopic. Be intellectually and emotionally curious and tuned into your employees, customers, and vendors, to name a few. Keep a small notebook, personal data assistant, or a recorder with you at all times to capture your ideas and make them your servants. Editor’s Note: Chapter 9 Strategic Release-Learning to Let Go will continue on the next issue.


West Valley News Volume 8 Number 6 2012



Cracking Down on Disabled Placard Parking Abuse Councilman Zine, LADOT, LAPD, & DMV Continue Enforcement Operations in LA

Sherman Celebrates Grand Opening of New Visitor Center in the Santa Monica Mountains National Recreation Area CALABASAS, CA – Congressman Brad Sherman (D-Sherman Oaks) joined former Congressman Tony Beilenson, as well as federal, state and local park officials to celebrate the grand opening of the Anthony C. Beilenson Visitor Center at King Gillette Ranch in the heart of the Santa Monica Mountains. “Nearly thirty-four years ago, Congressman Beilenson helped pass federal legislation to establish the Santa Monica Mountains National Recreation Area,” said Congressman Sherman. “During his tenure in Congress, Tony Beilenson secured more than $151 million in federal funding to protect thousands of acres of pristine habitat, connect new parkland acquisitions through an expanding trail system and create the largest urban national park in the country.” “Because of Tony Beilenson’s legacy, millions of visitors to the Santa Monica Mountains now have the opportunity to learn about the national recreation area’s significant archeological, historical and cultural resources at the new visitor center and they can discover dozens of parks, more than 500 miles of trails and worldrenowned beaches, ” added Sherman. Congressman Sherman has been the leading champion in Congress to help secure federal funds for key parkland acquisitions in the Santa Monica Mountains National Recreation Area, such as Zuma and Trancas Canyons and Malibu Creek, as well as completing construction of the 65-mile Backbone Trail. In 2005, Sherman directed $2.5 million of the funding he helped secure for trail development in the Santa Monica Mountains toward the acquisition of King Gillette Ranch. He also helped convince the Bush and Obama Administrations to prioritize funding for local plans to construct an interagency visitor center at this historic property in the heart of the Santa Monica Mountains. The American Reinvestment and Recovery Act provided $9.5 million in funding for the construction of the visitor center—the first visitor center in the National Park Service to produce all of its own energy needs. King Gillette Ranch was acquired for $35 million in 2005 through a partnership between federal, state and local agencies, as well as private donors. The Santa Monica Mountains National Recreation Area is the nation’s largest urban national park providing a variety of outdoor activities for 35 million annual visitors.

On Thursday, June 14, 2012, Councilman Dennis P. Zine participated in a Disabled Person Parking Placard Enforcement Operation with Department of Motor Vehicles (DMV) Investigators, Los Angeles Parking Enforcement Officers, Los Angeles Department of Transportation (LADOT) Investigators, and Los Angeles Police Department (LAPD) Reserve Officers. The enforcement efforts were focused in and around problematic areas in Toy Town, the Garment District, and the Downtown Civic Center. The mission of the task force was to conduct compliance checks and confirm that all applicable Disabled Person Parking Placard statutes were being adhered to by the general public. As a convenience for the disabled, parking laws allow an individual with a State-issued placard to park for free at street metered parking spaces for an unlimited amount of time during permitted hours. Unfortunately, this has served as an incentive for individuals without ambulatory disabilities to illegally obtain and use disabled parking placards for the convenience of free parking. The task force concentrated on citing violators who inappropriately use disabled placards to park in business areas with metered parking. Results of the Enforcement Operation: A total of 14 citations were issued and 13 placards were confiscated: • 12 citations were issued for violation of CVC 4461(c) –Improper use of disabled person parking placard. Two of the citations include a violation of CVC 12500(a) –Unlicensed driver. • One citation for violation of CVC 22511.56 –No proof of disabled placard issuance. • One citation for violation of CVC 16028(c) –No evidence of insurance. The illegal use of disabled placards reduces the number of parking spaces for legitimate public parking purposes and limits access for the truly disabled. Additional traffic congestion is created as the driving public search for available parking. There is also a loss of revenue to the City for transportation needs and other services. "Parking is a daily challenge for most Angelenos," said Councilman Dennis P. Zine, Reserve LAPD Officer and Member of the Public Safety Committee. "Fraudulent use of disabled placards is one of the worst kinds of abuse because it impacts access for the legitimate disabled placard users, inconveniences the general public, harms businesses, and robs the City coffers. I will continue to engage in these enforcement operations to put the motoring public on notice that this abuse will not be tolerated." This is the third enforcement operation that Councilman Zine has participated in. This task force was part of ongoing enforcement efforts that take place throughout the City in areas where LADOT has reported this to be a problem. On the legislative front, Councilman Zine introduced a motion that requests LADOT to report their recommendations to changes in State and local law to reduce this type of violation and enhance enforcement capabilities. The motion is pending in the Transportation Committee.



First in Nation Protection Awaits CA Car Buyers on July 1st (SACRAMENTO, CA) Starting July 1, a new law authored by State Assemblymember Bob Blumenfield (D-San Fernando Valley) will provide Californians with an unprecedented consumer protection against unknowingly buying an unsafe, stolen or junk car. “Buying a used car requires some detective work but it’s about to get a lot easier,” said Blumenfield. “Car dealers must now post a red warning sticker onto any used car offered for sale with a branded title. No other state has this simple and effective system to help protect consumers from buying a rebuilt wreck. With many families unable to afford new cars, this is the right law at the right time.” Blumenfield’s law was enacted with Governor Jerry Brown’s signature of Assembly Bill (AB) 1215 last fall. Supported by consumers, car dealers and law enforcement, the bill implements a first in the nation requirement that all new and used car dealers post the red sticker on the used cars they sell that are flagged in a federally mandated database—the National Motor Vehicle Title Information System (NMVTIS) —as a “junk,” “salvage,” or “flood” branded vehicle. NMVTIS is maintained by the U.S. Department of Justice and is the only vehicle database to which 100 percent of the nation’s insurers, junk and salvage yards, and state motor vehicle departments are required to report updated title information every 30 days. The practice will also help catch instances of VIN switching and auto theft. Details at California is the nation’s largest car market. Last year, over 800,000 used cars were sold just through new car dealerships. With Midwest states currently under floodwaters, a migration of flood-damaged vehicles will soon move across state lines and be sold to unsuspecting used car buyers who don’t have the protections as Californians. "Consumers should look for the red warning stickers and avoid those cars because they are worth less and can be very dangerous,” said Rosemary Shahan, President of Consumers for Auto Reliability and Safety. “It's also important to get any used vehicle inspected by your own, trusted mechanic before you buy." “No other state can match California’s built-in protections” said Peter Welch, President of the California New Car Dealers Association. “Buying a car is a financial commitment and, by eliminating a lot of guesswork, this new law will provide peace of mind for car buyers and dealers alike.” AB 1215 also requires new car dealers to use electronic vehicle registration for all car sales, saving the state over $9 million a year by reducing administrative costs at the Department of Motor Vehicles. Consequently, consumers will receive their new permanent license plates from the Department of Motor Vehicles in about a month instead of up to six months. This is part of Blumenfield’s continuous effort to harness the power of technology to bring state government into the 21st Century.

Tax Relief for New Car Dealers and New Business Owners Moves Forward... The City’s Jobs, Business and Development Committee approved measures that I co-authored to eliminate gross receipt taxes for new car dealers and to extend the business tax waiver for new businesses in Los Angeles. Los Angeles has lost far too many new car dealerships that create a variety of high-quality jobs, to its neighboring jurisdictions. Eliminating the gross receipts tax for new car dealers will generate a great deal of business for our local economy. The Business Tax Holiday exempts all new Los Angeles businesses from paying gross receipt taxes for three years will expire at the end of 2012. The Jobs Committee approved extending the Business Tax Holiday until December 2015 which help encourage much-needed new business activity in the City. As a former small business owner, I understand the need to remove the obstacles to our local business community. I am committed to permanently ending the gross receipts tax for all businesses and all other measures that will create investment in Los Angeles’ private sector.

Mobile Smartphone App and Text Message Warning System for Earthquakes and Other Disasters... As Chair of the Public Safety Committee, my first priority is the safety of our families and communities. I also believe in using existing, low-cost, easily accessible technology to make City services better, faster and more efficient. To that end, I co-authored a motion calling for the development of a smartphone app and text messaging early warning system for earthquakes, natural disasters and other emergency events. Nearly everyone now has a smartphone with access to millions of free mobile apps, which are becoming increasingly viable as a tool for communicating with the public. The Mexico City government recently partnered to develop a smartphone app that can provide an alert for an earthquake up to seconds before it occurs, which could give the public time to drop, cover, and hold on. That could save lives. This technology has tremendous implications for improving earthquake preparedness and response, for public safety officials, first responders and the public. While early warning systems are in early stages of development in the United States, Mexico City's app represents a jump forward and is based on existing technology. The Los Angeles region faces a continuous threat of major earthquakes, and other disasters, and the City should be exploring the development of such apps tailored to L.A.'s needs, its threats, and other local factors. The motion calls for the Emergency Management Department with assistance from the Information Technology Agency to report on the feasibility of developing a smartphone app and text message early warning system for earthquakes and other disasters and emergency events.

West Valley News Volume 8 Number 6 2012


Business Education/Workshops BUSINESS SOLUTIONS FOR SMALL BUSINESS — FREE ONLINE WEBINARS Tuesday, July 10 – 8:00-10:30 AM Financial Management To Register Go To: Thursday, July 12 – 5:30-8:00 PM Website Development Tuesday, July 17 – 8:00-10:30 AM Purchasing & Inventory Management

Thursday, July 19 – 5:30-8:00 PM E-marketing


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L.A. City Councilmember Mitchell Englander joined the Valley Industry & Commerce Association (VICA) to induct Universal Studios, Kaiser Permanente, Edgar Rice Burroughs, Los Angeles Valley College and Casa Vega into the San Fernando Valley Business Hall of Fame.

Thursday, July 26 – 5:30-8:00 PM Social Media for Small Business

“Each of this year’s inductees has played a major role in shaping the Valley into the vital political, economic and social region that it is today,” said VICA Chair David Adelman. “VICA is so proud to add each of these Valley leaders to the already impressive list of individuals and businesses inducted into the Valley Hall of Fame.”

Website Development Webinar The Website Development course lays the foundation for the successful integration of a website into normal business operations and introduces the best practices of web development to the small business owner. In addition, the information offered presents the building blocks to challenge small business owners to further research, understand, utilize, and master emerging technologies. The World Wide Web has become a major delivery platform for web development. However, among web professionals, "web development" usually refers to the main non-design aspects of building websites. Web development can range from the creation of the simplest single page website of plain text to the programming of the most complex web-based applications, e-commerce, or social network services. Online Financial Management Webinar The Online Financial Management course exposes small business owners to tools available to them online to access and manage their financials from anywhere, at anytime. The course should include information on lending strategies, loan packaging and structuring, how to secure financing, financial statements – balance sheets, income and cash flow spreadsheets, ratios and industry comparisons, post-loan strategies, and using financial analysis software. Purchasing and Inventory Management The Purchasing and Inventory Management course explores the new applications and technologies available to small business for implementing supply chain management practices which drive down costs and improve customer service. Today's software-as-a-service (SAAS) and cloud computing phenomenon have made big company enterprise resource planning (ERP) functionality available to smaller companies. In addition to purchasing and inventory management, this course will also explore software to automate other supply chain processes, including warehouse management systems (WMS), point-of-sale (POS) systems, and retail management systems (RMS). Social Media for Small Business In the Social Media for Small Business course you will learn the importance of social networking as an integrated marketing tool for your business. Are you curious about all the buzz surrounding social media but not sure where to start, and not sure if it’s worth the time and effort? Find out how to market your business using social networking tools, such as Facebook, Twitter, Yelp, and LinkedIn. Learn how to establish a true dialogue with your customer base. This course will help you decide the best social networking tools to use in a business context, and how to leverage existing social networks to market your business. Website Development The website development course lays the foundation for the successful integration of a website into normal business operations and introduces the best practices of web development to the small business owner. In addition, the informaiton offered presents the building blocks to challenge small business owners to further research, understand, utilize, and master emerging technologies.

The 2012 inductees were welcomed into the San Fernando Valley Business Hall of Fame Thursday, June 7, 2012 at the Sheraton Universal Hotel in Universal City. This year’s inductees join the 20 inductees from the previous four years. Past inductees include: • 2011: Clay Lacy Aviation, Gene Autry, Facey Medical Group, Sierra Canyon School and the Sheraton Universal Hotel • 2010: Anheuser-Busch, The Buckley School, Harry Chandler, Porto’s Bakery and The Walt Disney Company • 2009: The Beverly Garland Holiday Inn, Gelson’s Supermarkets, Pierce College, Spectrolab and Ritchie Valens • Inaugural inductees (2008): Bob’s Big Boy, Daily News of Los Angeles, Bob Hope Airport, The Voit Companies and William Mulholland Representatives from the inductee organizations and Burroughs’ grandson were on hand to accept the award on behalf of the 2012 honorees. More than 400 VICA members and other community leaders joined the inductees to celebrate their success. The evening was emceed by Englander who served as a last minute replacement for KNBC weatherman, Fritz Coleman, who was unable to attend. The San Fernando Valley Business Hall of Fame was created by VICA in 2008 to recognize significant contributions to the Valley community. Inductees include individuals, businesses and other community organizations that have been responsible for the continued success, economic vitality and culture of the San Fernando Valley. VICA is widely considered one of the most influential business advocacy organizations in Southern California. With its knowledge of the legislative process and economic issues, VICA's access to public officials ensures that the San Fernando Valley's business perspective will be heard in the interest of improving our business climate and quality of life. With input and guidance from its members, VICA maintains a regular presence at all levels of government to effectively represent Valley businesses.

VICA 818.817.0545


HELPING ENTREPRENEURS SUCCESSFULLY START, BUILD AND GROW THEIR BUSINESS How to Successfully Start Your New Business This hands-on workshop will help you get started quickly as you learn the steps necessary to successfully launch your new business. Learn to prepare a written plan you can use to build and grow a profitable business. Learn the best way to structure your business as you identify and focus on the key marketing, sales and financial issues of your business and how to bring it all together. This powerful event has helped many entrepreneurs just like you achieve success. Date: Wednesday, July 18 Time: 9 am – 11 am Cost: $30 Location: Build WorkSource Center, 9207 Eton Ave., Chatsworth 91311 Monster Marketing Mistakes Yes, it is almost certainly true – you are making mistakes when marketing your business products and services. Come prepared to listen, learn and discuss what you can and should do to fix those mistakes. Bring your business cards, flyers and a link to your website to have them challenged by your peers and a 35 year expert marketing executive who has already helped more than 400 clients just like you! This event can make a powerful and profitable difference for your business, whether you are an experienced pro or just getting started. Limited to 30 attendees so register early. Date: Thursday, July 19 Time: 10 am – 1 pm Cost: $35 Location: Premier America Credit Union, 19867 Prairie St., Chatsworth 91311 Essential Steps for Writing a Business Plan Part I A business plan is a necessity for the success of your business! This workshop will cover all aspects of creating a business plan, as well as emphasize the importance of goals and outline methods to achieve these goals. Critical topics such as business development, marketing plans, advertising strategies, financial analysis and budgeting will be covered in Part I. Attendees may bring a laptop to work on their business plan during the training.



Date: Wednesday, July 25 Time: 9 am – 12 pm Cost: $35 Location: Build WorkSource Center, 9207 Eton Ave., Chatsworth 91311

SAN FERNANDO VALLEY SMALL BUSINESS WORKSHOPS Pre-registration is required because space is limited. For information about more classes or to RSVP, call (661) 362-5900 or email to register. To register online visit

Here’s Your Opportunity to Salute and Support the Club The July 2012 Issue of the West Valley News Will be Dedicated to the Boys & Girls of the West Valley See Page 9 for advertising rates and how you can reserve your ad space.


West Valley News Volume 8 Number 6 2012

Community News / Calendar JUNE 2012

Clyde Porter West Valley Playhouse

June 25 Sun Valley Chamber 44th Annual Golf Tournament 9:00 am Registration 5:00 pm Awards Dinner Angeles National Golf Club 9401 Foothill Blvd. (818) 768-2014 June 26

WE INVITE YOU TO MAKE EFFECTIVE COMMUNICATION A REALITY If you ever had to stand up in front of a group and make a presentation about your business— YOU NEED TOASTMASTERS! If you ever had to introduce an important person in a public meeting and panic at the thought because you don’t know how—YOU NEED TOASTMASTERS! If you are involved in your community and need to speak out about what you are passionate about— YOU NEED TOASTMASTERS! If you are in a position of leadership and want to improve your communication skills—YOU NEED TOASTMASTERS! Welcome to “Spirit Speaks” Toastmasters We invite you to attend one of our meetings. No reservation is required, just show up. You won't be pressured to speak or join, and there is no cost. Come prepared to enjoy yourself! Meetings: 1st and 3rd Wednesdays of the month Time: 6:30 pm to 8:30 pm TV Motion Picture Fund Center Education Room Calabasas Road at Mulholland Road (Right off the 101 Fwy at Valley Circle) Calabasas, CA 91302 For membership information contact: Ed Crowe VP Public Relations (818) 231-4454 Adult Education Classes, SFV Get your GED or HS diploma. Upgrade your job skills. Learn a new trade. Computer Op/repair, parenting, culinary, ServSafe Cert. ESL, construction, healthcare. Evening & Sat. classes. For information or to enroll, call: Hughes Edu. & Career Ctr. at 818-587-4335, El Camino Real Comm. Adult School at 818-610-5600, Canoga Park High School Campus at 818-673-1391, Reseda Adult School at 818-758-3700, or visit our website at: CANOGA PARK-WEST HILLS REPUBLICAN WOMEN TO HEAR REAGAN LIBRARY OFFICIAL AND RADIO HOST Angie R. Bartel, Associate Director of Membership and Annual Fund for the Ronald Reagan Presidential Library will be speaker at the morning session of the general meeting of Canoga Park-West Hills Republican Women, Federated, to be held on Wednesday, June 20, from 10:30 a.m. to 2 p.m. at the Chatsworth Hotel, 9777 Topanga Canyon Blvd. in Chatsworth, Speaking to the group in the afternoon will be Radio Host Mark Isler. The cost for luncheon is $23. Persons wishing to attend this meeting may call 818-884-5261 to make a reservation.

Universal City / North Hollywood Chamber Networking Breakfast w/ Guest Speaker Laurette Healy 7:30 am The Sportsmen's Lodge Hotel, Terrace Room 12825 Ventura Blvd. (818) 508-5155 Canoga Park / West Hills Chamber Chatsworth / Porter Ranch Chamber Noon Networking w/ Guest Speaker John Morris, Head Deputy LA County District Attorney's Office Healthcare Fraud 11:30 am - 1:00 pm Los Toros Restaurant 21743 Devonshire Blvd. (818) 884-4222 (818) 341-2428 Sherman Oaks Chamber Mix & Mingle 5:30 pm - 7:30 pm Mad Bull's Tavern 14649 Ventura Blvd. (818) 906-1951 June 27 Greater San Fernando Valley Chamber Network Connection Breakfast 7:15 am - 9:00 am Braemar Country Club 4001 Reseda Blvd. (818) 989-0300

Box Office: (818) 884-1907 2012 SEASON PERFORMANCE



Black Coffee Stage Door The Odd Couple Fiddler on the Roof The Front Page Moon Over Buffalo

Mystery Drama Comedy Musical Comedy Comedy/Drama Comedy

Feb. 3 – Mar. 4 Apr. 13 – May 6 June 1 – June 30 July 27 – Aug 26 Sept 21 – Oct 21 Nov 16 – Dec 16

Visit our website for abstracts about each show. Show titles subject to change. Stage Door Edna Ferber and George S. Kaufman. The play concerns a group of young girls who have come to New York to study acting and find Jobs. The scene is Miss Orcutt’s boarding house, where the hopes and ambitions of sixteen young women are revealed in scenes of entertaining comedy. The central plot has to do with courageous Terry Randall, who fights against discouragement in the theatre where we are sure she will conquer. This is a wonderful story, that will pull you in right from the start. Runs Apr. 13 – May 6

Thurs. Fri., Sat. 8:00 pm, Sun. 2:30 pm

Ticket Prices are $25.00 Reg. $23.00 Seniors and Students. Group Discounts are available. Clyde Porter’s West Valley Playhouse 7242 Owensmouth Ave., Canoga Park, CA 91303 __

Madrid Theatre __

Canoga Park / West Hills Chamber Lunch Box Toastmasters Noon - 1:00 pm Chamber Office 7248 Owensmouth Avenue (818) 884-4222 Woodland Hills / Tarzana Chamber Business Networking Mixer & Ribbon Cutting 5:00 pm - 7:30 pm Hornstein Law Offices 20335 Ventura Blvd. (818) 347-4737 Pacoima Chamber Business Mixer 6:00 pm - 8:00 pm Business Source Center Office 13172 Van Nuys Blvd. (818) 896-8140 June 28 United Chambers w/ 15 local Chambers Valley Mega Mixer 6:00 pm - 8:30 pm Galpin Ford Collections Showroom 15600 Roscoe Blvd. (818) 981-4491 June 29 Encino Chamber Network Plus Breakfast 7:15 am - 9:00 am Monterey @ Encino 16821 Burbank Blvd. (818) 789-4711 Calabasas Chamber 17th Annual Wine Tasting & Silent Auction 5:30 pm - 7:30 pm The Calabasas Civic Center (Outdoor Plaza) 100 Civic Center Way (818) 222-5680 June 30 Chatsworth / Porter Ranch Chamber Ribbon Cutting Metro Orange Line Extension 11:00 am 10040 Old Depot Plaza Rd. (818) 341-2428 The Valley Economic Alliance Valley of the Stars / Gala Dinner & Awards Ceremony 6:00 pm - 10:00 pm CBS Studio Center Studio City (818) 379-7000


West Valley News Volume 8 Number 6 2012






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West Valley News Volume 8 Number 6 2012

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A Tradition of Honoring Our Veterans on Memorial Day