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CONNECTING BUSINESS AND COMMUNITY SINCE 2004. CELEBRATING 9 YEARS OF SERVICE TO THE WEST VALLEY COMMUNITY.

191 2-2 012

ANNIVERSARY CELEBRATION

Volume 8 Number 9-10 2012

Joel Simon Honored as 2012 Fernando Award Recipient Volunteerism and a personal commitment to improving the quality of life in the San Fernando Valley has its rewards.

Small Business in the United States

This year, the venue for this prestigious event was the same but there was a sense of renewal and positive change—a freshness that was palpable with every detail. Kudos to the 54th Annual Fernando Award Dinner Committee.

Many visitors from abroad are surprised to learn that even today, the U.S. economy is by no means dominated by giant corporations. Fully 99 percent of all independent enterprises in the country employ fewer than 500 people. These small enterprises account for 52 percent of all U.S. workers, according to the U.S. Small Business Administration (SBA). Some 19.6 million Americans work for companies employing fewer than 20 workers, 18.4 million work for firms employing between 20 and 99 workers, and 14.6 million work for firms with 100 to 499 workers. By contrast, 47.7 million Americans work for firms with 500 or more employees.

From U.S. Department of State

Congratulations to honoree Joel M. Simon! A tradition since 1959, the Fernando Award Foundation has recognized that volunteerism is essential to the health and welfare of our great Valley. Through the selection of a single recipient, Fernando honors the thousands of volunteers who tirelessly serve to make the Valley a better place to live, work, and play. Each year, traditionally the Chambers of Commerce and other community organizations and leaders in the San Fernando Valley have the opportunity to nominate an outstanding citizen in their respective communities who through a life of volunteerism encompassing personal commitment and involvement, has worked to improve the quality of life in the San Fernando Valley. These nominees are presented, via

Over 134,000 registered businesses in the San Fernando Valley

See Fernando Award Dinner on Page 7

Harvey Branman / Photography As An Art

Joel M. Simon, a partner of Encino law firm Alperstein, Simon, Farkas, Gillin & Scott, LLP, was selected as the 2012 Fernando Award Recipient, on September 21, 2012, at the 54th Annual Fernando Award Dinner held at the Warner Center Marriott in Woodland Hills.

Englander Recognizes West Hills on their 25th

Small businesses are a continuing source of dynamism for the American economy. They produced three-fourths of the economy's new jobs between 1990 and 1995, an even larger contribution to employment growth than they made in the 1980s. They also represent an entry point into the economy for new groups. Women, for instance, participate heavily in small businesses. The number of female-owned businesses climbed by 89 percent, to an estimated 8.1 million, between 1987 and 1997, and women-owned sole proprietorships were expected to reach 35 percent of all such ventures by the year 2000. Small firms also tend to hire a greater number of older workers and people who prefer to work part-time. A particular strength of small businesses is their ability to respond quickly to changing economic conditions. They often know their customers personally and are especially suited to meet local needs. Small businesses— computer-related ventures in California's “Silicon Valley” and other high-tech enclaves,

Ed Crowe / West Valley News

Joel Simon, 2012 Fernando Award Recipient shares a moment with Rickey Gelb (2000) and Gloria Pollack (2007), both Fernando recipients who nominated Simon.

See Small Business in United States on Page 13

INSIDE This copy of the West Valley News belongs to:

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CONGRATULATIONS TO TEAM OBAMA!

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SAVE.SHOP. DINE. PLAY. RESEDA 4

West Hills community representatives pose with Councilman Englander after a special presentation at Los Angeles City Hall recognizing the 25th anniversary of renaming West Hills as a community in the west San Fernando Valley. (L-R) Nora Ross, Ron Sobel, Glen Sobel, Ed Crowe, Dan Brin, Councilman Mitch Englander, Lisa O’Laughlin, Jacqueline and Ed Young.

Due to redistricting of city council boundaries, the entire community of West Hills was officially assigned, as of July 1, 2012, to Council District 12, represented by Councilmember Mitch Englander. Previously, West Hills was part of two districts. The area south of Roscoe Blvd. was CD3 under Councilmember Dennis Zine, and the area north of Roscoe was CD12. On September 25h, during a regular Council session at City Hall, Councilman Englander presented a Congratulations Certificate to a group of West Hills representatives in recognition of the 25th anniversary of the renaming of the community as West Hills in 1987. Before that year, it was part of the west end of Canoga Park.

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PAGE 2

West Valley News Volume 8 Number 9-10 2012

From the Publisher’s Desk By the time this issue is out, people around the nation would have chosen who the next commander in chief will be. The publishing was delayed so now we know that President Obama was reelected. Regardless of your choice, put your differences aside and give credit to the candidate and the team that helped him get to the finish line. I always say may the best team, best strategy, best players win. The race was tight but the numbers added up by the closing of the polls a few minutes after 8:00 p.m. PST. Both sides were sweating profusely. Moving forward, we all need to come together as communities, as states, as one nation, as Americans, to turn things around. As an independent, I try to remain neutral in all matters related to politics. I listening to all sides, as long as no partisan opinion are expressed. I choose solutions over politics. But this time I was hopeful on the side of history. Who more than any of the candidates had the best interest at heart in making his legacy as President a historical one, by assembling a team of players (Presidential Cabinet) and attempting to tackle, the toughest problems at home and across the world. It is not a one man job. It is a team effort and I put my chips on the current team that had been tested from the get go. The first half is over and let see what the team delivers on the second half. The fan base at home is watching and so is the fan base abroad. Let’s cheer the team on.

Topanga Police Station went NATIVE and they need your help.

LOYAL ADVERTISERS HELP THE WEST VALLEY NEWS PROVIDE FREE PUBLICITY FOR LOCAL NON-PROFITS THAT ARE MAKING A DIFFERENCE IN THE COMMUNITY. THANK YOU FOR YOUR ADVERTISING SUPPORT.

You can adopt one or more of the 21 landscaping zones for maintenance year round. Coulcilman Zine and Captain Brascia say stay tuned for news in the next issue of the West Valley News. Or attend the Celebrating Topanga event on Nov. 16 at the Hilton and ask them directly for details. Both will be happy to share. 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: editorial@westvalleynews-sfv.com.

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 advertising@westvalleynews-sfv.com www.westvalleynews-sfv.com 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

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West Valley News Volume 8 Number 9-10 2012

PAGE 3

ARE CHAMBERS OF COMMERCE STILL RELEVANT? By Ed Crowe, Publisher West Valley News

This publication believes THEY ARE—with the proper adjustments to remain relevant and competitive with other service organizations. Some businesses think the chambers are archaic, dying dinosaurs, but they still call to ask for a ribbon cutting ceremony to celebrate a grand opening or request assistance in helping organize a community-

building event. Perhaps a better job needs to be done to communicate the value and benefits of chamber of commerce membership. According to the City of L.A. Tax Compliance Depart., there are more than 134,000 small businesses registered in the San Fernando Valley. The total includes home-based small businesses. The U.S. Census Bureau found that more than half (51.6 percent) of all businesses that responded to

the 2007 Survey of Business Owners (SBO) were operated primarily from someone’s home. The 51.6 percent can easily apply to the San Fernando Valley—with adjustments made for the past five years— about 60-70 percent of existing businesses fall into the 1-4 employee category with less than $500,000 in gross receipts. A good number of these probably are home-based businesses. Nationally, the Census SBO found only 6.9 percent of home-based businesses had $250,000 or more in receipts, while 57.1 percent of home-based businesses brought in less than $25,000. About 23.8 percent of employer respondent businesses and 62.9 percent of nonemployer respondent businesses were home-based. Not all businesses want to be members of a local chamber of commerce. Even if you take away half of the 134,000 existing businesses, the number that remains represents a great opportunity for growth for all chambers. See table of businesses by zip code here compared to number of chamber members. On average less than ten percent of registered businesses are members of Valley-based chambers. One can only speculate why. Is it because there is no perception of value or simply, business owners don’t have enough information about chambers. The number one reason business owners join a chamber of commerce is to get more business. Are chambers doing their job? Surely most are but only a small number of people know about it. Chambers need to change that discrepancy and soon.

Registered Businesses by Community Zip Code

What is a Chamber of Commerce Zip

Community

# Biz

Chamber of Commerce

# Members

91214

La Crecenta

462

Crescenta Valley

350/10*

91302

La Crecenta / Calabasas

808

Calabasas

463/0*

91301

Calabasas

469

Calabasas

91372

Calabasas

3

Calabasas

91303

Canoga Park

3.131

Canoga Park/West Hills

91304

Canoga Park / West Hills

3,494

Canoga Park/West Hills

91307

West Hills

2,099

Canoga Park/West Hills

91306

Winnetka

2,740

Winnetka

72/0*

91311

Chatsworth

5,081

Chatsworth/Porter Ranch

300/0*

91316

Encino

3,754

Encino

450/75*

91436

Encino

4,685

Encino

91324

Northridge

3,999

North Valley Regional

91325

Northridge

2,680

91326

Northridge

2,175

91331

Pacoima

4,867

91335

Reseda

5,575

Greater San Fernando Valley

91340

San Fernando

838

San Fernando

91342

Sylmar

4,347

91343

North Hills

3,379

91344

Granada Hills

4,089

91345

Mission Hills

1,326

91352

Sun Valley

4,180

91356

Tarzana

4,779

Woodland Hills-Tarzana

91364

Woodland Hills

4,936

Woodland Hills-Tarzana

91367

Woodland Hills

4,653

Woodland Hills-Tarzana

91401

Van Nuys

4,607

Greater San Fernando Valley

91405

Van Nuys

4,118

Greater San Fernando Valley

91406

Van Nuys

5,566

Greater San Fernando Valley

91411

Van Nuys

2,799

Greater San Fernando Valley

91402

Panorama City

3,926

91413

Sherman Oaks

5

91403

Sherman Oaks

4,786

91601

North Hollywood

4,398

91602

North Hollywood

2,664

91604

Studio City

5,365

91605

North Hollywood

5,224

91606

North Hollywood

3,659

91607

Valley Village

3,424

91608

Universal City

147

Combined Total

252/8*

500/0*

The Chamber of Commerce, aside from paid staff, is a voluntary organization that is made up of local business owners and individuals who work together to advance the financial, commercial, and civic interests of the communities they serve. Chamber members are business advocates, public relations advisors and legislative representatives who stay up to date on city, county, state and national levels of government and work to promote the most beneficial environment for growing and thriving businesses. The Chamber serves as an information bureau, a research and promotion resource, and a representation of the community. The Chamber is the “front door” to the community, a welcome greeting to newcomers and visitors and a valuable resource to its members. As any organization that provides these kind of services, chambers need resources and a staff to manage administrative tasks and everything else chambers are expected to do.

Knowing the Numbers 65/0*

Granada Hills

250/50*

Sun Valley Area

125/200*

Sherman Oaks

724/0*

For local chambers to increase membership and move towards financial stability, they need to analyze the structure of their membership rosters in order to identify the type of members they have. Based on research conducted at a local chamber, during the process of formulating a workable marketing plan, the following categories were identified: Core Member: the most stable, loyal and permanent group of businesses in the community that provide continuous membership support and a solid financial base (dues) for the Chamber.

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WHAT IS ADVERTISING Advertising is a type of persuasive message that is designed to motivate consumers to buy a product. The advertising industry uses specific techniques to appeal to their target audience. This is a list of some techniques that are often used not only in advertising, but also in any persuasive message. Techniques of persuasion: motivating the consumer Stacking: list of reasons why the product or service is good Repetition: makes product or service familiar to consumer Slogan: identifies product or service with an idea Logo: identifies product or service with a symbol Snob Appeal: associates product or service with a personality or lifestyle Cause and Effect: use this product or service and your problems will disappear Emotional Appeal: uses emotion to sell a product or service (pity, fear, patriotism, happiness,etc.) Price Appeal: consumers will be getting something extra for less money Testimonial: someone endorses the product Sex Appeal: the product will enhance you sexual attractiveness. Bandwagon: uses peer pressure to influence the consumer. If everyone else is doing it so should you. Confusion: gains the consumers attention by confusing them, and then retains the attention as the consumer tries to figure out the message. Technical Jargon: uses technical words to impress the consumer Transfer: associates the product with words or ideas that may or may not be related to the product. The association seeks to transfer certain qualities to the product. Name Calling: the advertiser compares its product or service to the competition in a way that is favorable to the advertiser. Plain Folks: the advertiser tries to identify its product with common people just like you. Glittering Generality: the viewer is given a general feeling about the product, but not much else. http://www.valleytech.k12.ma.us/medialit/techniques.htm

See Knowing the Numbers on Page 6

Population by Region: 400/1*

250/0*

Northwest Valley

276,125

Northeast Valley

387,383

Southwest Valley

232,714

Southcentral Valley

275,417

Southeast Valley

327,928

WEST VALLEY NEWS AREAS OF COVERAGE Studio City

Universal City North Hollywood

275/0*

200/0*

134,309

The source for the information above is the City of L.A. Tax Compliance Dept. The totals shown include businesses that may not have followed protocol in reporting they are no longer in operation. These numbers reflect all active accounts that have applied and received business licenses, including home-based businesses.

*Number of paid/unpaid chamber members according to data published by SFVBJ 2010 Book of Lists

Community

Population

Calabasas

23,644

Canoga Park

44,254

Chatsworth

41,379

Reseda

64,020

Tarzana

34,714

West Hills

42,405

Winnetka

50.594

Woodland Hills

70,541

http://www.csun.edu/sfverc/Data/2004popbyage.html

Advertising is like having an attractive sign outside your store every day. While it is out there, people will know who you are and what you sell. If you take the sign away, what you sell or do may become your little secret. To advertise in the West Valley News, call 818.883.3374 or visit www.westvalleynews-sfv.com


PAGE 4

West Valley News Volume 8 Number 9-10 2012

CALL ED CROWE!

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West Valley News Volume 8 Number 9-10 2012

PAGE 5

NOW HIRING DISPLAY AD SALES FLEXIBLE HOURS 818.883.3374

AL MARTINEZ Al Martinez is a Pulitzer Prize winning essayist, author of a dozen books, an Emmy-nominated creator of prime time television shows, a travel writer, humorist and general hell-raiser. Try him. He’s addictive. almartinez.org/wordpress

This is a Christmas story, one day late. The year was 1955. I was a young reporter working nightshift at the Oakland Tribune on Christmas Eve, writing a story about a kid dying of leukemia whose last wish was for fresh peaches. It was winter in America and there were no peaches, but I was working the kind of piece that would make a sailor weep: a little boy denied his final wish on Earth. The phone rang. It was the city editor Al Reck. He was calling from home to see how things were going. They did that in those days, because the city editor was king and the city room his kingdom.

Aura Estrada and her Vision of the American Dream

It was obvious Reck had belted down a few. He was an alcoholic but only drank at home, never during working hours. He suffered from diabetes and epilepsy and twice had dropped to the floor with grand mal seizures. Booze was the last thing he needed.

My passion for food began when I was very young. When my mother was in the kitchen cooking, I would always pretend I was cooking, but soon she would kick me out of the kitchen. But, I still wanted to cook.

But Reck was the boss and he wanted to know what was going on so I told him about the boy and his wish. He listened and then said, “Get the kid his peaches.” When I argued that they were out of season and unavailable in this country, he gave me a telephone number to call in Australia, where they were in season.

I came to this country at the age of 14, with many dreams.

Memories dim after half a century, but not this one. The contact in Australia would ship some peaches but they’d be held up at Oakland International until they could be cleared. I was trying to figure this out when Reck called again.

I started working in restaurants. My last job was at Conrod’s in Glendale; I then had a great opportunity to work in an office and left the restaurant industry for awhile but my passion for cooking continued. Five years ago I wanted to open an Italian restaurant, even though I am not Italian. But I love to cook pastas, risotto etc.; that dream was on hold for a bit. Three years ago, I told my husband that I would love to open a restaurant. We talked about how the food industry is changing. Everyday people are becoming more concerned about their health and looking for healthier alternatives; I am one of them. Next I said, “how can we bring a healthy and organic food to The Valley?” Then we considered–where in The Valley? We attend a church in Reseda and passed by these empty store spaces all the time. One day I said to my husband “what about that place?” He said, why there —the buildings are a little rough. I insisted and started to make phone calls. I contacted an architect and told him my idea. He said it would be almost impossible and said the same thing my husband told me. I insisted, because I had this vision that they could not see. It was very difficult to complete this project, especially dealing with the city permits and how expensive it was becoming because of all the delays.

He listened then said, “Call this number. He’ll clear the peaches.” It was the home telephone number of the U.S. Secretary of Agriculture. How Reck acquired all these numbers was a mystery. He seemed to know everyone, and everyone knew him. The Secretary of Agriculture said he would clear the peaches, and say hello to Al for him. It was almost midnight and about 10 minutes to the final deadline . I was whipping out the story, leaving it dangling with the hope that the boy would eventually have his wish granted. Reck called again. He wanted me to send a photographer to the airport to assure that the fruit would be delivered to the hospital where the boy was a patient. I said, “Al, if I don’t get this story done it will never make the paper.” There was a moment of silence and then Reck replied in a soft, slurred voice, “I didn’t say get the story. I said get the kid his peaches.” The moment defined for me what we were supposed to be, not journalists pounding out a tear-jerker, but people who cared very much about those we were writing about. It was a lesson that continues to resonate. The boy got his peaches but the story had to wait another day to be published. But in the mind of this aging journalist it will never grow old.

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With the Mercy of God, we finished and here we are! I wanted to bring, not only healthier food but also a different feel from other places. I did not want to be called another Mexican or Guatemalan or any other restaurant. I wanted to make dishes from different nationalities and have customers from all over.

We carry organic tea, coffee and an Acai smoothies.

This is my vision and my dream. Thank you for helping to make it come true. My name is Aura Estrada and I want to offer you my best. Aura’s Xquisit Food, Xotic Drinks & Coffee is located at 18401 Sherman Way, Reseda, CA 91335. Call Aura at (818) 757-1400 or visit Aura’s online at www.aurasxquisitfoods.com. Bring the coupon on Page 4 to get a 15% discount.

If you are out of work you need to swallow your pride and tell everyone you know that you are looking for work. Recruiters love to hire people based on a referral from a friend or an existing employee. The old cliché ‘it’s not what you know, it’s who you know’ is still true today. All of your Facebook and Twitter friends should know you are looking for work. Providing for yourself and your family is far more important than worrying ‘what will my friends think.’ Do: Write a cover letter Most recruiters get dozens, of emails and faxes for a given position. A custom letter describing your qualifications in this job gets your resume to the top of my pile every time. Also, the cover letter is where you are going to explain your gap in employment to me. Many recruiters are starting to understand than people are going to have gaps from their last job up till the present time due to the poor labor market, however, you need to address it up-front or we will pass over your resume. Do: Write a 2 page resume if necessary If your qualifications truly are extensive it’s ok to write about them. If you have applicable schooling or applicable job experience write about them in detail, but do not go overboard. 2 pages is acceptable, 3 pages will likely contain too much filler and we will put it at the bottom of the stack. Do: Post your resume everywhere!

I am constantly amazed at the email addresses people use when sending me their application or resume. Recruiters constantly see variations of ‘partyboy’,’ partygirl,’ references to drugs or alcohol, and references to being promiscuous or attractive to the opposite sex. Don’t do this! Use a boring email address; we are looking for boring and responsible people most of the time. Also, if your Facebook page is public, don’t post anything on there that might make a recruiter think twice. I almost always do a search on Facebook before bringing someone in to interview.

I wanted to have mostly organic products, but it is almost impossible because of the food costs; most people are looking for the best deals possible. We cook all of our dishes with natural products, no MSG, no Lard, low sodium and zero trans fats.

Please come and visit us in Reseda and give us the opportunity to serve you again and again. We are a family restaurant. I’d love for you to try our best selling Panini sandwich, especially the newest one... our Smoked Salmon Panini.

Do: Use your personal network

Don’t: Use an immature sounding email address

It is my goal to be the best, so we can serve our loyal customers again and again.

I am Guatemalan and love our typical dishes… what we call “antojitos” so I just recently added some, Corn tamalitos or known as: tamalitos de elote, Tamales with chicken, rellenitos de platanos, (stuffed plantains) and more.

by Jason A. Bivins - Great Hire Inc. While it’s true that the unemployment rate in California remains high, (about 10.8% at last check) let not your heart be troubled! There are a lot of jobs to be had, especially in the San Fernando Valley. As of the writing of this article, Careerbuilder.com alone has a list of 7,900 jobs open within 25 miles of Chatsworth. Here are a few ‘inside baseball’ tips from myself, a veteran human resources professional:

Most recruiters look at passive job seekers, not just the people that apply for a given position. Put your resume in every job website you can, including the State’s CalJobs website (www.caljobs.ca.gov.)

As a new restaurant, it is hard to have all the ethnic foods but we create dishes that everyone can enjoy. These past months have been very challenging for us —especially with our customer service.

I also had in my mind, a nice, clean and cozy environment for our customers and I’m proud to say that we have accomplished that.

Job Seekers: Don’t Give Up!

Kathy Rappaport / Flash Frozen Photography

Members of the Rotary Club of Woodland Hills join President Matt Schaaf, Woodland Hills Academy staff and students, along with members of the Woodland Hills Tarzana Chamber of Commerce, during the official Ribbon Cutting celebrating the completion of the project.

Rotary Club donates books and chairs to Woodland Hills Academy

Last spring, Woodland Hills Academy’s Principal, Ed Hayek, spoke at the Rotary Club of Woodland Hills. He told them of the state of the school library—lack of functional chairs, computers and books dating back to the 1950’s; A very sorry state, but understandable, in the current budget crunch of the LAUSD. This was brought to the attention of the club by member, Yvonne Brooks. Under the direction of Lois Koch, now past president, the Club voted to take it on as a service project to buy some books and chairs. Member, Gwyn Petrick, learned that the Rotary District Office had some grant funds and with husband, Randy wrote a Grant Proposal and the funds from The Woodland Hills Rotary Foundation were matched. The amount of $10,000 was budgeted for the refurbishing of the library. New Chairs and Books were purchased in time for the School Year. On Thursday, September 13, in conjunction with the Woodland Hills Tarzana Chamber of Commerce, a Ribbon Cutting and Celebration was held. Octaviano Rios of Councilman Dennis Zine’s Office presented the School and The Rotary Club of Woodland Hills with certificates thanking them for their efforts. Current President of Rotary of Woodland Hills, Matt Schaaf, awarded member Yvonne Brooks a Hero Medal. Members who represent the goals of the club’s committment to the community, the organization, or other endeavors are awarded Hero Status for taking on projects that reflect the mission of Rotary International.

Don’t: Cite your graduation date if it’s going to give you away as being in your 50’s, 60’s etc . . . This is a brutal truth, but an important one that I like to share with people. Many recruiters absolutely age discriminate when scanning through candidates. You need to keep in mind that the purpose of your resume is to get me to contact you and to invite you for an interview. An honorable recruiter is going to offer you the job if you can articulate your strengths in an interview regardless of your age, race, or sexual orientation. Job seekers: don’t give up! Do whatever it takes to get to the interview stage. Jason Bivins is an Account Manager for Great Hire Inc. If you are looking to hire 1 employee or 100 employees, or if you have a human resources question, give him a call: (818) 723-1518. Tell Jason you read this article in the West Valley News Volume 8 Number 8 2012 issue.


PAGE 6

West Valley News Volume 8 Number 9-10 2012

CALIFORNIA GROWN

Knowing the Numbers Continued from Page 3 Cyclical Member: the segment of the business community that can be considered “cyclical,” those who value their membership but discontinue their memberships because of economic hardship. Ground-Testing Member: those who will join the Chamber to see if they can get any new business. New Business Member: any startup business or new branch of a corporate national chain operating in the community or planning to relocate there.

CHAMBER MEMBERSHIP CATEGORIES Core Cyclical Ground Testing New Business

Farmers’ Market Main Street Canoga Park

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

AVERAGE ATTRITION RATE Jan Sobel, President/CEO, Boys & Girls Club of the West Valley (l), and Katherine McDonald, External Affairs, Time Warner Cable (r), with children from the Club participating in Time Warner Cable’s Robo Tech program.

TIME WARNER CABLE DONATES $10,000 TO LOCAL BOYS & GIRLS CLUB Donation will enhance the Club’s Robotics Program for the New School Year

WHY IS IT? A man wakes up after sleeping 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 believing it doesn’t pay. Later if business is poor he ADVERTISES it for sale.

WHY IS IT?

The Boys & Girls Club of the West Valley received a $10,000 donation from Time Warner Cable to enhance their STEM (science, technology, engineering, and math) programs for the new school year. The Robo Tech program will provide local youth the opportunity to work with Lego Mindstorms, a self-contained kit that provides an introduction to robotics. Club members (ages 6-13) will work in groups, use the kits, and follow tutorials to build a robot that interacts with its environment in numerous ways.

SOURCE OF FUNDS Membership Dues* 65% Fundraising* 10% Sponsorships/Grants* 25% *Percentage of operating budget. Can be adjusted as needed.

COMPETITION Other networking organizations, social media, and Chambers from neighboring communities that can attract members from existing base businesses.

Time Warner Cable presents the donation as part of Connect a Million Minds (CAMM), the company’s five-year, $100 million initiative to inspire the next generation of problem solvers by connecting young people to the wonders of STEM.

STRATEGY

“Time Warner Cable is a leader in giving back to the communities we serve. By investing in our youth, we work toward building a better and brighter future for them, their families and our communities,” said Katie Beardsley, community relations director for Time Warner Cable. “With the Robo Tech program, we show Children from the Boys & Girls Club of the West Valley children that they can have fun with STEM via interac- participate in Time Warner Cable’s Robo Tech program. tive and creative activities that take place outside the classroom and spark an interest for them to pursue a STEM career,” added Beardsley. Learn more about Connect a Million Minds at www.connectamillionminds.com.

MULTIPLY THE VISIBILITY OF YOUR BUSINESS x 20,000 ADVERTISE IN THE WESTVALLEYNEWS

Thank You Sheree Adams for 43 Years of Service

Chambers can do a competitive analysis to see how their strengths and weaknesses stack up against other Chambers and networking organizations. Elements such as membership service, membership dues, value, convenience, reputation, marketing, financial resources, etc. should be reviewed.

ACTION PLAN The overall goal for chambers of commerce, should be to maintain and increase a membership base that turns only to them for its membership benefits. The marketing strategy should focus on retaining the highest number of core members and engage in fundraising community activities that provide the most sponsorship and revenue-producing potential. Since membership dues need to cover at least 65% of operating expenses and fundraising/sponsorships represents the other 35%, marketing efforts should be distributed accordingly. The preceding information is offered as a general guide for chambers to consider when preparing their own marketing plan. With more than 134,000 registered businesses in the San Fernando Valley, there is growth potential. For questions about the information above, contact Ed Crowe at 818-883-3374.

Shop Small Saturday Everyone knows about Black Friday, the huge shopping day on the Friday after Thanksgiving in which the huge retailers ask you to get up really early or skip sleep all together so that you can fight the huge crowds that descend on the malls to get the bargains that they offer

Celebrating Topanga Community Police Station Join Councilmembers Mitchell Englander and Dennis Zine and the LAPD in Celebrating Topanga Police Station.

Last year Reseda participated in Shop Small Saturday sponsored by American Express. This year plans are being laid to once again encourage the mall-less Reseda Shoppers to save some or all of their shopping for the retail establishments in our community.

Friday, November 16 5:30 pm to 8:30 pm Hilton Hotel 6360 Canoga Avenue Woodland Hills

Tickets are $60 per person. No Host Bar. Free Valet Parking. To purchase tickets or for more information, call (818) 756-3077 or visit www.topangaboosters.org.

On average chambers lose ±35% of members every year due to attrition.

“More than 80 percent of the children we serve come from families living beneath the poverty level,” said Jan Sobel, president/CEO for the Boys & Girls Club of the West Valley. “Time Warner Cable will provide the opportunity for 500 children to explore STEM with these programs and will help us reach our goals to inspire the Valley youth with their $10,000 donation,” added Sobel.

About Connect a Million Minds: Time Warner Cable's (TWC) Connect a Million Minds (CAMM) is a five-year, $100 million philanthropic initiative to address America's declining proficiency in science, technology, engineering and math (STEM), which puts our children at risk of not competing successfully in a global economy. Using its media assets, TWC creates awareness of the issue and inspires students to develop the STEM skills they need to become the problem solvers of tomorrow. Program highlights include: original PSAs that challenge public perceptions of STEM; a unique website, www.connectamillionminds.com, where parents and community members can pledge to connect young people with the wonders of science; "The Connectory", a one-of-a-kind online resource that makes it simple and easy for parents and students to find informal science and technology learning opportunities in their communities; grants to support non-profit organizations that bring stimulating, highquality and affordable after-school STEM learning to students; TWC employees, over 48,000 strong, who volunteer their time at community events like science fairs and robotics competitions, and share their passion for engineering and technology with students at CAMM career days. TWC's national CAMM partners are CSAS (Coalition for Science After School) and FIRST (For Inspiration and Recognition of Science and Technology). Local TWC markets have activated CAMM across the country with community-specific programs and partnerships.

This fun evening of elegant dining and entertainment features live music by Mrs. Robinson. The Topanga Station Hero of the Year will be announced, and Councilmembers Mitchell Englander and Dennis Zine will host the live auction. The event raises funds for the LAPD Topanga Boosters, which provides much-needed materials and equipment for the Police Officers serving at Topanga Station.

50% 15% 15% 20%

If you own a business in Reseda that needs to attract the holiday shoppers and keep them in our community, think of a special price or discount that says Shop HERE to the community and become involved in the SHOPRESEDA CARD program. About 170 businesses in Reseda currently offer this service to the stakeholders in Reseda. Call 818-419-2513 or email gcarlson@resedacouncil.org Ed Crowe / West Valley News

A great farewell to Sheree Adams, who retired after working 43 years for the City—the last decade for CD3 Councilman Dennis P. Zine. She started at age 19 and has served continuously in various posts including DWP. She moved to Pine Mountain with her husband Nick to enjoy the fresh air and the blue sky. We wish you a long retirement vacation Sheree. You will be missed. Thank you for your dedication and service to the Valley. On October 12, her colleagues from the Third Council District, including Councilman Dennis Zine, gathered along with community friends, to show Sheree their love and appreciation for the many years of service. For her friends, Sheree is as close as her Facebook Page, where she shares the good news about the latest chapter in her life. She recently posted “Third nite in our new home! Looove it here! We are at 6200 feet! Beautiful weather this week! We are soo blessed! Lady running our village polling place retired here from West Hills!! :). Can't wait til it snows!” Even in retirement, she’s probably not far away from community service.

WORK FROM HOME COMMISSION-BASED DISPLAY AD SALES FLEXIBLE HOURS WVN 818.883.3374


West Valley News Volume 8 Number 9-10 2012

PAGE 7

Fernando Award Dinner

Mayor Villaraigosa Last Call

Continued from Page 1

Ed Crowe / West Valley News

Ed Crowe / West Valley News

The ten nominees for the 54th Fernando Award for Civic Accomplishment, were called to the stage before the announcement was made about this year’s recipient. Joel M. Simon was selected as the winner.

confidential ballot, to the Foundation membership that in turn selects the Annual Fernando recipient. This year, the ten nominees and the Valley organizations that nominated them were: Eric M. Book, Child and Family Guidance Center; Nancy Cartwright, Richard Leyden/North Valley Regional Chamber of Commerce; Lois Curran-Klein, Woodland Hills-Tarzana Chamber of Commerce/Valley Cultural Center; Steven R. Fazio, Bert and Jane Boeckmann; Sandra Green, Children’s Hunger Fund; Earl Greinetz, Providence Tarzana Hospital; John L. Moriarity, Karl Boeckmann/Bud Brown; Joyce J. Pearson, Valley Women’s Center; Gwyn Petrick, Child Development Institute; Joel M. Simon (recipient), Encino Chamber of Commerce/ Rickey Gelb. Congratulations to all.

Ed Crowe / West Valley News

Justice Armand Arabian, Mayor Antonio Villaraigosa, Richard Leyner, at the United Chambers 8th Annual Mayor’s Luncheon on September 27, at the Warner Center Marriott. Last visit as Mayor of Los Angeles.

Mayor Antonio Villaraigosa made his last call as the keynote speaker at the 8th Annual Mayor’s Luncheon presented by the United Chambers of Commerce, on September 27, 2012, at the Warner Center Marriott. This event was the brainchild of United Chambers Board member Richard Leyner, who was the event Chairman. The luncheon is the largest fundraiser for United Chamber and has been a great platform for Mayor Villaraigosa, as the keynote speaker, to give business leaders from the San Fernando Valley and region a state-of-the-city political overview, for the past eight years. Recognizing the importance of the San Fernando Valley as an economic engine of the City of Los Angeles, Mayor Villaraigosa, has made a concerted effort during his two terms, to make frequent visits to all areas of the Valley. In fact, he often quotes a city government colleague as saying that “he has been more times to the Valley than the last four previous Mayors combined.” Villaraigosa is right and the Valley appreciates it. As the last public address at the Luncheon as Mayor of the city, the more than 400 guests at this annual event, heard from Villaraigosa about his legacy of accomplishments in public safety, education, and economic development, during his two terms in office. Following is an overview taken from public record. Antonio R. Villaraigosa is the 41st Mayor of Los Angeles. He was first sworn in as Mayor on July 1, 2005. His second term began on July 1, 2009. He is currently President of the US Conference of Mayors. Leading the nation’s mayors, Villaraigosa has advocated for innovative public policy reforms to create jobs, improve the country’s public schools, and expand investment in America’s transportation infrastructure.

Ed Crowe / West Valley News

(L-R) City Attorney Carmen Trutanich, L.A. County Sherif Lee Baca, 2012 Fernando Award Recipient Joel Simon, Congressman Brad Sherman, City Controller Wendy Grueuel, at the 54th Annual Fernando Award Dinner.

Because of the many achievements of he outstanding people who have been honored with the Fernando Award, it is recognized as the leading award for civic accomplishment in the San Fernando Valley, and one of the top awards for volunteerism in the nation. These achievements, which have benefitted each and every resident of the San Fernando Valley, will never be forgotten. The award serves as a constant inspiration to the future leaders of the San Fernando Valley in their never-ending quest to make a richer life for us all. This annual award event would not be possible without the hard work of the organizing committee and the generous contributions of sponsors, supporters and attending guests. 2012 DINNER COMMITTEE: Deborah Sable – Chair, Karl Boeckmann, Marian Jacz, Lois Julien, Joan Maltese, Daniale Perry, Gloria Pollack, Fred Thomas, Gary Thomas, Dennis Watsabaugh, Patti Jo Wolfson. SPECIAL THANKS TO: Bethany Mennemeyer (Music); Richard Leyden & Associates (Wine Donation); Kat MacConochie (Program Design); Harvey Branman/Photography As An Art (Event Photography). To learn more about Fernando, visit www.FernandoAwards.org

Find copies of the West Valley News at CORBIN BOWL 19616 Ventura Blvd. Tarzana, CA 91356 Managed by Gary Montgomery

As Mayor of Los Angeles, Villaraigosa has pursued an agenda of making Los Angeles the safest big city in America, building a 21st century transportation system, achieving fundamental and far-reaching education reform, spurring economic development by eliminating government red tape and streamlining the City bureaucracy, and making Los Angeles a national model of sustainability and green growth. Under Villaraigosa’s leadership, Los Angeles has reached a number of historic milestones. More police officers are on the streets than at any point in City history. Crime has dropped to levels not seen since the 1950s. The Mayor’s Office of Gang Reduction and Youth Development (GRYD) has developed the City’s first comprehensive anti-gang strategy and has contributed to a dramatic citywide decline in gang violence. Billion dollar modernizations at both LAX ($4.1 billion) and the Port of Los Angeles ($1.5 billion) are currently underway. Both projects will generate tens of thousands of construction and permanent jobs and maintain Los Angeles’ status as a premier hub of international trade and tourism. With the passage of Measure R, a half-penny sales tax increase dedicated to transportation, Los Angeles County will invest $40 billion in new rail, road and highway projects. By the end of Villaraigosa’s second term, four new transit lines will have opened and four will be under construction. Since 2005, the number of LAUSD schools meeting California’s Academic Performance goal has doubled. There has been a 100% increase in the number of charter schools, and nearly 100 low performing schools have undergone innovative transformations, with leadership dedicated to improving student learning.

P 818-996-2695 WEDNESDAY SPECIAL (Wednesday is dollar day for Seniors ) $1.00 per game Hours Sunday-Thursday 9:00 AM - Midnight Friday-Saturday 9:00 AM - 2:00 AM

or online at www.westvalleynews-sfv.com

Since 1996, Villaraigosa has co-chaired bond initiatives that have brought in $20 billion to finance the building of 111 new schools and 60 school addition projects, providing 124,000 new classroom seats and decreasing the number of schools operating on a multi-track calendar by 89%. Villaraigosa founded the Partnership, one of the largest school turnaround organizations in the country, to improve student learning at low performing schools and pilot innovations that can be replicated throughout the District. The Partnership serves nearly 17,000 students across 22 schools in LA’s most underserved neighborhoods. Los Angeles has met the Kyoto targets for reducing greenhouse gases four years ahead of schedule. The City has also met its first target of getting 20% of its energy from renewable sources. Through its Clean Trucks See Major Villaraigosa Las Call on Page 11


PAGE 8

West Valley News Volume 8 Number 9-10 2012

The First Synthetic Soccer Field in CD 3 is Now Open

13th Annual Justice Armand Arabian Leaders in Public Service Awards Harvey Branman / Photography As An Art

2012 Honorees (L-R) Dale Surowitz, Providence Tarzana Medical Center, Honorable Ronald S. W. Lew, United States District Judge Janice Kamenir-Reznik, Jewish World Watch, Carolyn Blashek, Operation Gratitude, Harut Sassounian, The California Courier, Stanley Bryant, Community Leader, (not present) Huell Howser. By Jessica Tarman, CD3 Communications/Media Director On Thursday, October 18, Councilman Zine was proud to kick-off the opening of the first synthetic turf soccer field in Council District Three at Lanark Park in the All-America City of Canoga Park. He was joined by Charles Singer from the Department of Recreation and Parks, Gary Lee Moore from the Bureau of Engineering, Tony Royster from the General Services Department, Yvonne Velasquez from the Lanark Recreation Center, and many members of the community for the ribbon-cutting and ceremonial first kick to announce the opening. The new 170-foot by 270-foot field is housed on the west side of the park and boasts a slew of amenities such as field and security lighting, shade structures with misters, drinking fountains, fencing, concrete walkways, and modified irrigation. The field can also be split into two smaller fields to accommodate more players at one time. This project is part of a personal commitment of Councilman Zine’s to improve Lanark Park in an effort to take back this park from gangs and make it family friendly for the entire community. To date, many enhancements have been made at Lanark including: a rehabilitated pool; improved ball fields; a refurbished recreation center with fresh paint and new indoor gym floor; a beautiful new playground was installed; and with Mayor’s help last year, Summer Night Lights came to the West Valley for the first time.

Everyday is a TOUS day at Westfield Topanga

Thanks to everyone who made this project possible and for completing this field on time and under budget! A special thanks to all who participated in the opening ceremony including: the Recreation and Parks Department, the Bureau of Engineering, the General Services Department, the Canoga Park Neighborhood Council, the Canoga Park/West Hills Chamber of Commerce, SoccerOne sporting goods store in Canoga Park, the West Valley Boys & Girls Club, New Economics for Women, LAPD Topanga, the faith-based community, the Guadalupe Center, and the Youth Opportunity Movement.

Mark Neudorff, owner SoccerOne

ANOTHER PROJECT BY CROWE MARKETING DESIGN

West Hills 25th Anniversary Pole Banners

www.crowemarketingdesign.com ADVERTISING DESIGN | CORPORATE ID | MARKETING COMMUNICATIONS | SOCIAL MEDIA 818.883.3374


West Valley News Volume 8 Number 9-10 2012

PAGE 9

Thank You for Participating!

Greater San Fernando Valley Chamber of Commerce Membership at Work www.sanfernandovalleychamber.com

LATINO EXPO AT PANORAMA MALL 09.22.12

Call Lisa or Rick!

A Club member who participated in the traditional Canoga Park Memorial Day Parade this past May.

Attention West Valley Veterans Fairwinds West Hills will be hosting a Veterans recognition, followed by a USO show and a BBQ

Monday, Nov. 12 Please RSVP Lisa O’Laughlin 818 713.0900

Everyday is a TOUS day at Westfield Topanga


PAGE 10

West Valley News Volume 8 Number 9-10 2012

COMMUNITIES IN TRANSITION. WHAT’S NEXT?

West Hills 25th anniversary celebration and Neighborhood Council elections at Shadow Ranch Park.

Reseda 100th anniversary celebration and Neighborhood Council elections at Balboa Park.

Ever since the Northridge earthquake in 1994, not only the ground shook but the need of several west valley communities to revitalize. What had fallen dormant and in disrepair—after the initial development boom of the four previous decades—the damage that the earthquake caused, highlighted the blight and nearly brought to a stand still the economic activity in the communities of Canoga Park, Winnetka and Reseda. The Community Redevelopment Agency of the City of Los Angeles (CRA/LA) came to the rescue and began the challenging task of transforming and improving the quality of life in the project areas they served. More than 20 million dollars were invested—over a period of 12 years—in the Business Improvement District (BID) of Canoga Park. The community received a major facelift that culminated in Canoga Park being awarded the coveted national award as a All-America City in 2005. Everything was going great and in 2010, the project area of Reseda was looking forward to getting the attention from CRA/LA West Valley Region to get a little transformation of their own. At least 60 million dollars were earmarked for several major projects in the community, including the revitalization of the Reseda Theater and construction of several low income housing projects.

WHNC members Ed Young and Bobbi Trantafello

Then the economy took a turn for the worse which brought a negative domino effect, on the already stretched-out-to-the-max State and City budgets. CRA/LA was sitting on a pile of money with deep pockets and pretty soon, the new governor and the State Assembly Budget Chair, couldn’t wait to get their hands in those deep pockets—they did by dissolving the agency.

Congressman Brad Sherman, Reseda community outreach guru Garth Carlson

The impact was immediate on the CRA/LA staff and the community-based organizations and local businesses, that had come to depend on financial support from the agency for more than 12 years. The communities of Canoga Park, Reseda, and Winnetka, appeared to be like grieving lost children not sure what to do next. Of course the slow economy did not help a bit. The progress made during the past twelve years was beginning to revert with local shops closing down, undesirable businesses moving in along the Sherman Way corridor. For Lease signs beginning to appear on façades of local businesses that had been improved with CRA funds. Signature community-building events were cancelled because of lack of funds. A local dance studio closed its doors because it totally depended on help from CRA. Main Street Canoga Park, a non-profit organization that was created to help promote the business improvement district of downtown Canoga Park, had practically become just a name on a sign. But there is hope. Like the nation, the city, and the west valley communities, we are in transition. WHNC Ron Sobel speaks with West Hills neighbors

We reelected our President. Which is historical for many reasons. We will have a new Mayor next year. Hopefully it will be a woman to make it even more historical. We need the balance and wits to lead an all-male city council after March 2013. CD3 is an open seat and we have a number of local leaders throwing their hats in the ring. You can see some faces here. He or she will join a young councilmember who has been in office for a now a year, and doing a great job. His name is Englander and he is part of a slate of younger leaders with a new vision for the city of angels.

State Senator Alex Padilla, L.A. City Controller Wendy Greuel, Assemblymember Bob Blumenfield

Local communities across the board have held Neighborhood Council elections and have seated by now, their new executive boards and councilmembers. They will be the liaison to city government and the voice of the local communities they represent. The NC election process still has its flaws because a person can get elected with one vote, and it can his/her own. Many NC’s don’t have a process in place to get feedback from the community. So Board members do not necessarily represent the broader community but their own agendas. There is always some room to improve. With the new leadership at the helm of City of Los Angeles Department of Empowerment, there is hope for better things to come. WHAT’S NEXT? Councilman Mitch Englander talks to a constituent.

The first signs of new leadership surfaced in Reseda—post CRA/LA dependency—through the Reseda Neighborhood Council and Revitalize Reseda. They adopted the concept of Shop Small from New York (American Express) and created their own $25/25th promotion. They currently have more than 200 local businesses participating. The concept has caught the attention of other neighboring communities, and now several chambers of commerce have joined forces to promote SHOP SMALL SATURDAY. Following the biggest holiday shopping day of the year—Black Friday. Save your shopping dollars for November 24 and help support the local economy.

CD3 candidates Joyce Pearson and Cary Iaccinno

The West Valley News has also embraced the concept and has made it a year round campaign of SHOP LOCAL. HIRE LOCAL PROFESSIONAL SERVICES. And if there is any indication of surfacing leadership in Canoga Park—post CRA/LA—the success of the recent Día de los Muertos Festival with a record turn out of thousands of visitors from around the valley, over 120 vendors and exhibitors, and extended footprint of the event from Topanga Blvd. to Canoga Avenue along Sherman Way—the community has taken ownership of this great event. Nora Ross, executive director of the Canoga Park/West Hills Chamber of Commerce, and Mary Paterson, executive director of the Canoga Park Improvement Association, deserve a lot of credit for their leadership and hard work. Of course, they probably had a lot of help from the Canoga Park Neighborhood Council and Main Street Canoga Park and a small army of volunteers. Shadow Ranch Park where NC voting took place.

The world, the nation, the state, the city, and every community in the San Fernando Valley is in transition. What we should do next is work together as a community to help turn things around.

NC elections polling palce at ONEgeneration.


West Valley News Volume 8 Number 9-10 2012

PAGE 11

SUCCESS CENTER

Major Villaraigosa Last Call Continued from Page 7

GROWING AND HARVESTING YOUR NETWORK

By Terry Lee Brussel Ph.D., Certified Clinical Hypnotherapist Since 1969 A network marketing company is like an orange tree. It has its own stable DNA. The seed of an orange is an orange tree building system. You’ve got to give your tree water, the right amount sunshine and you’ll be rewarded with nice juicy oranges. If you fail to provide these, the tree won’t thrive and the oranges may not even come to be. With your computer, its DNA is the operating system. The operating system does not pass judgments upon what the input is; it just processes everything following the rules. It then tells you the results through it’s monitor, printer etc. Your brain’s operating system is your subconscious mind. It devises your reality by giving you thoughts on whatever information you input. It has similarities to a computer; programming modifies the output—your habits and your default actions. The power source for your internal system is your emotions. The greater the emotion the higher the priority of the habit; while the stronger the memory of a programmed reaction, the more automatic the reaction will be. Positive emotions are creative and outward. With positive emotions you feel good, generate energy and this rubs off on those around you. They thrive in an environment of self motivation. We all require a strong internal reason, outcome or mission to be effective. Negative emotions are destructive and inward but it also rubs off on people, in a very destructive way. When you give off negative thoughts, even when you are attempting to correct a flaw, you will slowly tear down your relationship with your network or downline. The most important part of growing an orange tree is preparation. Take care of the soil, climate, irrigation and fertilizer - each at the right time and the results will be sweet, juicy oranges. In a nurturing environment, the seed will grow. Choose the right OS and compatible software for your computer; the operating system will follow the rules – and presto your ideas and information become a usable report. When you want to grow others in your network, how you behave and provide value is both your seed and fertilizer. Your habits and actions are YOUR creation—positive or negative. How do your partners and customers take root? Are you finding what motivates them to grow, learning about their mission, purpose, and energy sources? Once you have found the sun in their life, inspire them with dreams, love, and attention. Your network, your profits, and the good you create will GROW. If you would like more ideas on how to generate and maintain the positive throughout your Network, I would be happy to help you build your business right, from the ground up. To find out more Contact: Terry Brussel PhD, Certified Clinical Hypnotherapist has been in practice since 1969. She created the Seven Keys to Self Actualization a system to reach your highest potential-physical, mental, emotional, spiritual, as well as financial. Go to www.acesuccess.com. Download your gift Abundance Your Money and More Magnet, guided meditation. Private hypnosis/coaching sessions also available by phone or in person. Call 800-GOAL NOW (800-462-5669.

And the Battle Goes On Aerial view of the former Francis and Marion Lederer property, recently sold to developers.

Ed Crowe / West Valley News

Mayor Antonio Villaraigosa, a good friend of the Valley, addresses more than 400 guests at the 8th Annual Mayor’s Luncheon presented by United Chambers of Commerce of the San Fernando Valley and region. Program, the Port of Los Angeles has taken over 2,000 dirty diesel trucks off the roads and reduced emissions by 80%. The City is on track to synchronize all traffic lights in Los Angeles, a measure which will save travel time and reduce carbon emissions by 1 metric ton. And 650 acres of new park space have been completed, more than the previous 12 years combined. Building on the historic success of Measure R and continuing his leadership in the transportation arena, Villaraigosa is leading a bipartisan coalition of more than 100 mayors, the US Chamber of Commerce, and the AFL-CIO in support of America Fast Forward, an innovative transportation funding plan currently before Congress. Under America Fast Forward, municipalities that dedicate local dollars for transportation projects could leverage federal funds in order to accelerate the construction of their road and rail projects. America Fast Forward would spur billions of dollars in transportation investment and generate as many as 1 million jobs nationwide. Before being elected as Mayor, Villaraigosa served on the Los Angeles City Council and in the California State Assembly. Elected as the Councilmember to Los Angeles’ 14th District in 2003, Villaraigosa was widely credited with resolving the Metropolitan Transit Authority transit strike, creating the largest passive park on the Eastside of Los Angeles, and protecting funding for the Arts. In 1994, Villaraigosa was elected to the California State Assembly and, four years later, his colleagues elected him the first Assembly Speaker from Los Angeles in 25 years. While in the Assembly, Villaraigosa spearheaded a $9.1 billion initiative to rebuild and modernize California schools, led a $2.1 billion initiative to provide parks and open space throughout the state, funded an extensive expansion of water quality enforcement by the state, and authored the state health insurance program, Healthy Families. Villaraigosa’s sense of civic justice and political action began at a young age. As a high school student, he volunteered with the farm workers movement and led student walkouts. After graduating from Theodore Roosevelt High School, Villaraigosa attended UCLA, where he received a Bachelor’s Degree in History. He went on to attend the People’s College of Law, a night school dedicated to public-interest law. By the age of 25, Villaraigosa was elected President of a local union representing civil rights workers and lawyers in six states. Over the next fifteen years, Villaraigosa continued this work as a union organizer Local business leader Rickey Gelb, gets a friendly for the Service Employees International Union, United greeting from Mayor Antonio Villaraigosa at the 8th Teachers Los Angeles, and then as President of the Annual Mayor’s Luncheon, in September. Los Angeles chapter of the American Civil Liberties Union and the American Federation of Government Employees. Born on January 23, 1953 in the Boyle Heights neighborhood of Los Angeles, Villaraigosa is the oldest of four children raised by a single mother, Natalia Delgado. History will be the judge of the public service legacy of Villaraigosa as Mayor of Los Angeles. If the results of the last presidential elections are an indicator, with reelected President Obama receiving over 70 percent of the Latino vote, the leadership qualities and political future for Villaraigosa may find a bright spot beyond the boundaries of his native City of Los Angeles. As far as the San Fernando Valley is concerned, he has been a good friend and a good listener. Before he leaves office in March of 2013, we need to ask him to take a second look into “eliminating city government red tape and streamlining the City bureaucracy” for some small and large projects, sitting idle waiting for red tape to turn into green light. That 12 to 4 bureaucracy reduction proposal, for some remains just a number.

Vacant lot where construction will take place of the Eldercare Facility comprised of two buildings bisected by the unimproved Woodlake Avenue.

Legislative Aide Recognition Luncheon Presentation of United Chambers ~ 2013 Slate of Board of Directors

Wednesday November 28, 2012 Porter Valley Country Club 19261 Singing Hills Drive, Northridge, CA After the death of Marion Lederer, last year, wife of actor and TV star Francis Lederer—honorary Mayor of Canoga Park for more than 40 years—the faith of the historical property is in the hands of the developers who purchased the property from the heirs, and the Zoning Administrator from the City. The neighbors from the immediate area, north and south of the proposed development, are in loud disagreement with the massiveness and large scale of the proposed elder care and independent living structures under review for approval. Entitlements requested include the following: 1. An Eldercare Unified Permit to allow a 310-unit Senior Independent/Assisted Living Care Facility; and, 2. Site Plan Review for a project creating more than 50 residential dwelling units. The neighboring community does not agree with what is proposed in terms of scale and design. Councilman Mitch Englander, has pledged to support the community on what they decide is amiable.

11:30 am ~ 1:30 pm SPONSORSHIPS AVAILABLE — $25 per person Please RSVP by November 21, 2012 marian@unitedchambers.org (818) 981-4491


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West Valley News Volume 8 Number 9-10 2012

A WORD FROM OUR ELECTED OFFICIALS MESSAGE FROM WASHINGTON

FROM COUNCILMEMBER ZINE’S WEEKLY UPDATE

Councilman Zine Opposes Placing New Taxes on March 2013 Ballot

Working for Working Americans For nearly 16 years I have been fighting for working families in the Valley. I have worked to bring jobs to our community, and to make sure that those who already have jobs receive all the healthcare and benefits to which they are entitled—but there is much work yet to be done. First and foremost, I believe that Congress must work together to pass a jobs bills that puts Americans back to work, which would set our economy on a faster and more prosperous course to recovery. I support President Obama’s proposal that would create over one million jobs for those who build our roads, teach our kids, and police our streets. But we cannot pass this bill without bipartisan compromise, and I stand ready to work with Republicans to write a bipartisan bill. Although we are in the throes of a deeply divisive political season, some endeavors are far too important to be stopped by partisan differences in Washington. Here in the Valley, I have helped secure two million dollars in federal grant funds for the Valley Economic Development Center (VEDC) to help spur job creation and economic growth by providing small businesses with financing, consulting and training, as well as developing programs to provide job training and referral services for local residents seeking employment. Part of this funding is helping the VEDC expand access to capital for small businesses and leverage larger loans from banks and private investors. It also provides administrative support to businesses seeking loan application assistance. At a time when many small businesses face overwhelming challenges, institutions like the VEDC have become an increasingly vital resource for small business lending. I also helped the VEDC establish the West San Fernando Valley Business Revitalization Program. The program provided qualified small businesses in the West Valley with financing, technical assistance and training to help create and sustain local jobs. These types of investments will help revitalize our communities and spur economic growth and recovery throughout the region. That is why in 2010 I helped pass the Small Business Jobs Act, a bill that has helped spur economic growth and create new jobs by encouraging the growth of American small businesses. The Small Business Jobs Act improved access to much-needed lending on Main Street, including over $12 billion in loans by the federal Small Business Administration. The bill also offered new tax incentives to encourage firms to expand and hire new employees, and keeps jobs in America by closing tax loopholes that reward multinational corporations that ship jobs overseas. Moreover, the Small Business Jobs Act is fully paid for and will not add to the deficit. I have also fought to save jobs, particularly those in the Entertainment industry which employs many Valley residents. A recent study has found that the motion picture industry loses $20.5 billion annually due to phony DVD sales and other forms of piracy. This costs nearly 150,000 new American jobs, including many in our area. I cosponsored and helped pass the PRO-IP Act, which is improving the enforcement of intellectual property laws and has increased the penalties for piracy. One of the most important things our office does is assist businesses and employers located in the San Fernando Valley. We provide information about the various federal agencies that assist small businesses and entrepreneurial development, business regulations, financing, government contracting, and export assistance. Our office also can provide information on how to sell to the federal government, and we will work on your behalf to request timely action on your proposals, and to ensure that they receive full consideration. I continue to believe that there are more good ideas in the Valley than in Washington, which is why I appreciate hearing from you. Do not hesitate to contact my San Fernando Valley office at (818) 501-9200 to share your views or visit my website www.BradSherman.house.gov. Again, please call my office if I can be of assistance at (818) 501-9200.

Bills Signed Creating New Incentives for Clean, Zero-Emission Cars Governor Jerry Brown signed a package of legislation today authored by Assemblymember Bob Blumenfield (D-San Fernando Valley) to make clean car ownership a more affordable and practical choice for Californians.

Earlier this week, the City Council approved and sent four possible tax measures to be drafted by the City Attorney for the March 2013 ballot. These include: a half-cent Sales Tax increase; an increase in the Documentary Transfer Tax; an increase in the Parking Occupancy Tax from 10% to 15%; and a $39/parcel tax to support LA Parks. Councilman Zine voted against moving forward with all four measures. This language will come back to the full City Council for another vote as they decide whether or not to place the measures on the ballot. This vote will occur later this month. The half-cent sales tax hike is said to generate about $220 million a year, but would give Los Angeles one of the highest sales tax rates in the state and make Los Angeles one of the major cities in the nation with the highest sales tax. Another measure calls for increased taxes on real estate sales, also known as the Documentary Transfer Tax, based on a tiered scale depending on the value of property that is sold. The third proposal would increase the Parking Occupancy Tax, the tax that is assessed on cars that park in LA City lots, from 10% to 15%. And the last measure calls for a $39 per parcel property tax hike to pay for parks. Among Councilman Zine's concerns and reasoning for voting against these measures is because Angelenos already pay too much in taxes and families and businessess are suffering to make ends meet during these tough economic times. He also believes that the City should look internally before considering asking for additional taxpayer dollars. The City needs to better collect the revenue that is owed, tighten our belts and make deeper cuts, consider public/private partnerships to save money and create efficiencies, and consolidate city departments to save resources.

Councilman Zine Smoothes Out Reseda Streets Of all the calls that come into a council office relating to "quality of life" issues in a given district, certainly one of the more prevalent concerns that is expressed by constituents throughout the year are the condition of the streets in our city and whether someone is slated to do something about it (hopefully in the very near future). The Bureau of Street Services and Councilman Zine continue to address this issue across the five communities that comprise CD3, but most recently in Reseda, with the much-needed resurfacing of a 2-mile grid of streets adjacent to Grover Cleveland High School at the corner of Roscoe and Vanalden. On October 31st, Councilman Zine stood atop a brand new layer of asphalt and thanked the Bureau of Street Services and Public Works team members for their tireless efforts in revitalizing Reseda. Joining the Councilman in this acknowledgement was Keith Mozee, Division Manager, Resurfacing and Reconstruction Division from the Bureau of Street Services, Cleveland HS principal, Herman Clay, and a few dedicated members of the Reseda Neighbhorhood Council. The following streets are being resurfaced in this operation: - Vanalden Ave., from Roscoe Blvd. to Saticoy St. - Strathern St., from Wilbur Ave. to Tampa Ave. - Keswick St., from Wilbur Ave. to Tampa Ave. - Lanark St., from Vanalden Ave. to Tampa Ave. Crews will be working from 6:30 AM to 3:00 PM Monday thru Friday. However when working directly in front of a school, as is the case here, the hours are being adjusted accordingly to mitigate the impact on the surrounding neighborhood. FROM COUNCILMEMBER ENGLANDER’S E-NEWS

No Vote on Proposed Tax Increases

“Green living is the future,” said Blumenfield. “We must encourage Californians to buy cars with a smaller impact on our environment in order to clean our air and confront climate change. These new laws will help put more clean cars on the road, reduce our impact on the environment, and keep good green jobs in California.” Transportation is the single largest contributor to greenhouse gas emissions and smog. Clean cars, such as plug-in hybrids and compressed natural gas cars, emit 34% fewer global warming gasses and 75% less smog. Zero emission vehicles include electric and hydrogen powered cars. The governor signed three bills Blumenfield authored to make it easier for Californians to buy, fuel, and commute in cleaner, greener cars. Supported by environmentalists, clean air advocates and California-based clean car companies, these bills include: • AB 2405 allows single-occupant, clean and zero emission vehicles with a Clean Air Vehicle Sticker free access to carpool lanes that are converted to toll roads. Toll road projects are currently underway in the San Francisco Bay Area, Los Angeles, Riverside, and San Diego regions. These conversions undermine the sticker program, which helped hybrid vehicles become established as the most popular selling cars in California. list of vehicles eligible for the sticker program is available online at http://www.arb.ca.gov/msprog/carpool/carpool.htm. • AB 2502 allows car dealers to include the cost of accelerated electric vehicle charging stations—including installation at the consumer’s home—within electric vehicle purchase financing. Current law does not allow for this practice, which amounts to a barrier for some consumers since this equipment can fully recharge an electric vehicle overnight and typically costs a few thousand dollars. • AB 2853 requires the state to develop a plan for equipping state-owned parking lots and park- and-ride lots with electric vehicle chargers and alternative fuel infrastructure. To help accomplish that, the bill allows state parking lots to contract with private vendors to provide charging stations. It also requires the creation of other incentives, such as preferential and discounted parking, for clean and zero emission vehicles at state-owned parking locations. “This is perfect timing to give consumers new incentives to go green because car sales are way up,” added Blumenfield. “By rewarding green choices, we can reduce our dependency on foreign oil and solidify California’s place as the clean technology capital of the world.” California is the nation’s largest market for cars, home to 22.2 million cars and 31.8 million total vehicles overall. According to the California New Car Dealers Association, car sales are up in California by 27.4% from last year. California is working to have zero-emission or plug-in hybrid cars account for 15 percent of new vehicles sold each year by 2025. If achieved, it is expected to reduce greenhouse gas emissions by 80 percent by 2050. Earlier this month, advocates and automakers urged the governor to sign this legislation at CALSTART, a consortium of clean tech companies. The coalition included representatives from CALSTART; California-based car companies CODA Automotive and Quantum Technologies; the South Coast Air Quality Management District; and Sierra Club California. Full audio is available at: https://www.dropbox.com/s/r2va9q2kwc92o2t/Blumenfield%20Electric%20Car%20Presser%20Audio.mp3.

On Wednesday, Oct. 31, I voted NO on the series of tax increases proposed for the March 2013 ballot. Proposals were made to increase the parcel tax to raise money for parks, to increase the documentary transer tax, to increase the parking occupancy tax, and to implement a .5% sales tax. The City faces a $220 million budget deficit this year which has heavily impacted our resources. However, I believe that not enough has been done to bring the City back to its most essential core services—public safety, infrastructure, and planning—and that not enough progress has been made to bring our current and future pension costs under control. We must first make significant progress on those fronts before asking the taxpayers for more money, especially now when families are still struggling to make ends meet.

Supporting Businesses in Our Community As part of our ongoing outreach and assistance efforts to businesses in our community, I was proud to make a site visit to Earth Island, a Chatsworth-based manufacturer of vegan food products. I presented a commendation to Earth Island’s CEO Bob Goldwyn and his staff, and toured their facility. While a great deal of manufacturing now takes places overseas, Earth Island still produces their high-quality, natural products right here in Council District 12. Their flagship product, Veganaise, a gluten-free, eggless mayonaise substitute, is sold at their health food cafe and market, Follow Your Heart. Located at 21825 Sherman Way in Canoga Park, Follow Your Heart has been in business since 1970.

Chatsworth/Porter Ranch Chamber 7th Annual Legends and Heroes Luncheon We are proud to co-sponsor the Chatsworth/Porter Ranch Chamber of Commerce's 7th annual Legends and Heroes Luncheon on Thursday, Nov. 15. This great community event recognizes the achievements of outstanding community members. Thursday, Nov. 15 / 11:30 am / Porter Valley Country Club / 19216 Singing Hills Drive, Porter Ranch Tickets: $40 This year, the Legends and Heroes Honoreers are Detective Eddie Solomon, LAPD Devonshire Station; Senior Lead Officer Danny Del Valle, LAPD Devonshire Station; Captain Denise Jones, LAFD Fire Station #28; Robert Dager, Santa Susana Mountain Preservation Association; Jelena Csanyi, Chatsworth Neighborhood Council & Chatsworth Community Coordinating Council.


West Valley News Volume 8 Number 9-10 2012

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Business Education/Workshops VEDC Calendar Listings for November 2012 Wednesday, November 7 Women’s Owned Small Business Certification (WOSB) VEDC* 9:00am – 11:00am FREE Thursday, November 8 Marketing Research VEDC* 6pm – 8pm FREE

Thursday, November 15 QuickBooks VEDC* 6pm – 8pm FREE Saturday, November 17 Business Survival in a Bad Economy (MTP) VEDC* 9am – 4pm FREE

Thursday, November 8 ETP Alumni Mentoring Group VEDC* 6pm – 8pm FREE

Tuesday, November 20 Entrepreneurial Training Program Series – Week 5 of 8 VEDC* 6pm – 8:30pm FREE

Tuesday, November 13 Entrepreneurial Training Program Series – Week 4 of 8 VEDC* 6pm – 8:30pm FREE

Tuesday, November 20 Marketing Your Business Right Series – Week 4 of 5 VEDC* 6pm – 8pm FREE

Tuesday, November 13 Marketing Your Business Right Series – Week 3 of 5 VEDC* 6pm – 8pm FREE

Tuesday, November 20 Made in the Valley VEDC* 6pm – 8:30pm FREE

Tuesday, November 13 Access to Capital 8:30am – 10:30am VEDC Los Angeles Business Source Center – North Valley, 13172 Van Nuys Blvd., Pacoima, CA 91331 FREE Contact: 818-834-0577 or lflores@vedc.org Tuesday, November 13 All About Business Loans VEDC 5:00pm – 6:30pm Los Angeles Business Source Center – West Valley, 18645 Sherman Way, Suite 114, Reseda, CA 91335 FREE Contact: 818-705-9977 or abanuelos@vedc.org Tuesday, November 13 Business Plan Basics VEDC 5:00pm – 7:00pm Canoga Park Work Source Center 21010 Vanowen St., Canoga Park, CA 91303 FREE Contact: 818-705-9977 or abanuelos@vedc.org Wednesday, November 14 Government Subcontracting VEDC* 6pm – 8:30pm FREE Thursday, November 15 All About Business Loans VEDC* 6pm – 5:30pm FREE Tuesday, November 15 Accounting Tips to Prepare for Tax Season 8:30am – 10:30am VEDC Los Angeles Business Source Center – North Valley, 13172 Van Nuys Blvd., Pacoima, CA 91331 FREE Contact: 818-834-0577 or lflores@vedc.org

Small Business in United States Continued from Page 1

for instance—are a source of technical innovation. Many computer-industry innovators began as “tinkerers,” working on hand-assembled machines in their garages, and quickly grew into large, powerful corporations. Small companies that rapidly became major players in the national and international economies include the computer software company Microsoft; the package delivery service Federal Express; sports clothing manufacturer Nike; the computer networking firm America OnLine; and ice cream maker Ben & Jerry’s. Of course, many small businesses fail. But in the United States, a business failure does not carry the social stigma it does in some countries. Often, failure is seen as a valuable learning experience for the entrepreneur, who may succeed on a later try. Failures demonstrate how market forces work to foster greater efficiency, economists say. The high regard that people hold for small business translates into considerable lobbying clout for small firms in the U.S. Congress and state legislatures. Small companies have won exemptions from many federal regulations, such as health and safety rules. Congress also created the Small Business Administration in 1953 to provide professional expertise and financial

Tuesday, November 27 Federal & State Payroll Tax Seminar VEDC* 9am – 4pm FREE Tuesday, November 27 Entrepreneurial Training Program Series – Week 6 of 8 VEDC* 6pm – 8:30pm FREE Tuesday, November 27 Marketing Your Business Right Series – Week 5 of 5 VEDC* 6pm – 8pm FREE Tuesday, November 27 Business Plan Basics VEDC 5:00pm – 7:00pm Canoga Park Work Source Center, 21010 Vanowen St., Canoga Park, CA 91303 FREE Contact: 818-705-9977 or abanuelos@vedc.org Wednesday, November 28 Federal Contracting 101 6:00pm – 8:00pm VEDC 5121 Van Nuys Blvd. 3rd Floor, Van Nuys, CA FREE Contact: 818-907-9977 or fboone@vedc.org *All VEDC workshops at: VEDC (Valley Economic Development Center) 5121 Van Nuys Blvd. 3rd Floor Van Nuys, CA Call 818-907-9977 or send email to fboone@vedc.org For additional information, visit www.vedc.org

assistance (35 percent of federal dollars award for contracts is set aside for small businesses) to persons wishing to form or run small businesses. In a typical year, the SBA guarantees $10,000 million in loans to small businesses, usually for working capital or the purchase of buildings, machinery, and equipment. SBAbacked small business investment companies invest another $2,000 million as venture capital. The SBA seeks to support programs for minorities, especially African, Asian, and Hispanic Americans. It runs an aggressive program to identify markets and joint-venture opportunities for small businesses that have export potential. In addition, the agency sponsors a program in which retired entrepreneurs offer management assistance for new or faltering businesses. Working with individual state agencies and universities, the SBA also operates about 900 Small Business Development Centers that provide technical and management assistance. In addition, the SBA has made over $26,000 million in low-interest loans to homeowners, renters, and businesses of all sizes suffering losses from floods, hurricanes, tornadoes, and other disasters. NOTE: For San Fernando Valley-based small business owners, there are many free or low cost resources. A list of workshops and classes are listed on this page.

HELPING ENTREPRENEURS SUCCESSFULLY START, BUILD AND GROW THEIR BUSINESS The Power of Email Marketing Email is the most cost-effective, targeted, track-able, and efficient way to build and maintain relationships in all types of business and organizations. This session will teach you how to master email marketing communications with a comprehensive look at best practices and winning strategies that lead to increased profits, revenue and engagement. • What is permission-based email marketing and becoming a trusted sender • Email list building • Increasing deliverability and open rates • Writing good subject lines and content – getting readers to take action • Tracking results and what to do with this information • How email and social media marketing work together to achieve goals Register online at: http://tinyurl.com/email-marketing-100912 Date: Tuesday, October 9 Time: 10 am – 12 pm Cost: FREE Location: ITT Technical Institute, 12669 Encinitas Ave., Sylmar 91342 – 5 Freeway at Roxford exit

QuickBooks Boot Camp In this day long workshop, participants will learn how to set up their company file from scratch; how to create a quality chart of accounts; how to create new vendors, customer, items and accounts. You will also learn how to pay bills, invoice customers, receive payments, make deposits and reconcile bank accounts. An introduction to the report center will be covered, including how to create a Profit & Loss Statement and a Balance Sheet. Ideal for business owners, office managers, and bookkeepers who are brand new to QuickBooks, as well as, existing users who would like some formal education in one of these QuickBooks features. Training held in a computer lab with limited seating. Please note that there will be a one-hour lunch break, lunch not provided. Date: Friday, October 12 Time: 10 am – 4:30 pm Cost: $99 Location: ITT Technical Institute, Lab 9, 12669 Encinitas Ave., Sylmar 91342 - 5 Freeway at Roxford

Supercharging Your Facebook Marketing It’s no secret that Facebook has become a huge part of how people interact with each other, share ideas and recommendations, and interact with the brands they like. Too many businesses aren’t seeing results from their Facebook marketing efforts because they are posting content without a plan for turning “fans” into customers and advocates. In this seminar, you’ll learn: • Why Facebook is important to your business • The difference between posting and marketing on Facebook • Drive more “likes,” more “shares,” and more business • Plan: driving repeat business and amplifying word of mouth with a great offer! • Publish: sharing your message easily to stay top-of-mind with others (engage!) • Promote: growing your business and measuring results. You’ll also learn 10 best practices that you can do today to supercharge your Facebook marketing and take that word-of-mouth marketing to the next level. Register online at: http://tinyurl.com/supercharging-fb-mkt-101712 Date: Thursday, October 17 Time: 10 am – 12 pm Cost: FREE Location: ITT Technical Institute, 12669 Encinitas Ave., Sylmar 91342 – 5 Freeway at Roxford

Best Practices in Event Marketing Who does events? You do! Events are an integral part of how you market your small business or organization. From sales meetings to fundraisers to performing arts and online training seminars, events help you attract new customers and members. Moreover, events deepen existing relationships with customers and members, generating more revenue and long-term participation. We'll cover: • Leveraging Social Media for your events—Before During and After! • Creating an easy registration process for your attendees and staff! • Case Studies of Small Businesses who’ve had success! • Top 15 tips for marketing your event and more! Register online at: http://tinyurl.com/event-marketing-101712 Date: Thursday, October 17 Time: 1:30 pm – 3:30 pm Cost: FREE Location: ITT Technical Institute, 12669 Encinitas Ave., Sylmar 91342 – 5 Freeway at Roxford

Essential Steps for Writing a Business Plan 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 & budgeting will be covered in Part I. Attendees may bring a laptop to work on their business plan during the training. Date: Wednesday, October 24 Time: 9 am – 12 pm Cost: $35 Location: Build WorkSource Center, 9207 Eton Ave., Chatsworth 91311

Effective Marketing Come prepared to listen, learn and discuss how Marketing is like washing dishes! This energetic workshop will help you review what you have been doing; analyze what is working and what has not, and what to do about it. Learn proven ways to grow your business with low cost, targeted advertising and marketing that works from a marketing and sales expert with more than 35 years of successful business experience. We begin with a presentation of how to create and execute a marketing and selling program, and then it is your turn—you ask the questions about your business situation and get answers that are customized to your business situation. Ideal for both existing business owners, and for those just getting started. Date: Thursday, October 25 Time: 10 am – 1 pm Cost: $35 Location: Premier America Credit Union, 1st Floor Training Room, 19867 Prairie St., Chatsworth 91311

Export-Import Workshop This workshop will provide new-to-export and new-to-market clients with information on getting started in international trade. International trade basics will be provided as we walk through to the export/import development stages and are introduced to trade assistance resources on the federal, state, and local level. Register online at: http://tinyurl.com/export-import-102612 Date: Friday, October 26 Time: 10 am – 12 pm Cost: FREE Location: ITT Technical Institute, 12669 Encinitas Ave., Sylmar 91342 – 5 Freeway at Roxford Exit Location: COC University Center, Room 223, 26455 Rockwell Canyon Road, Santa Clarita 91355

SAN FERNANDO VALLEY SMALL BUSINESS WORKSHOPS For information about more classes or to RSVP, call (661) 362-5900 or email sbdc@canyons.edu to register.


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West Valley News Volume 8 Number 9-10 2012

Community News / Calendar NOVEMBER 2012 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: http://elcamino-lausd.ca.schoolloop.com "FREE DIVORCE WORKSHOP: EXPERTS ANSWER YOUR QUESTIONS. CALL (818)348-6700.”

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

Clyde Porter West Valley Playhouse Box Office: (818) 884-1907 2012 SEASON PERFORMANCE

SHOW CATEGORY

DATES

Black Coffee Stage Door The Odd Couple Fiddler on the Roof The Sneeze One of the Old-Time Greats

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.

www.wvplayhouse.com Leonis Adobe Museum presents “Hands on History Day” on Saturday, November 10th from 1-4PM, 23537 Calabasas Road, Calabasas. “Hands on History Day” will include: tortilla making, butter churning, roping, laundry as it was done in the 1800’s, demonstrations of the Horno Oven, weaving, spinning, quilting, natural wood dyeing, blacksmith and many craft hands-on activities. Admission is free for members; $3 for adult non-members and $2 for child non-members. Tickets may be purchased online at www.leonisadobemusuem.org or by calling Leonis Adobe Museum at: (818) 222-6511.

One of the Old-Time Greats a comedy written by Charles Grodin. Directed by Jon Berry. See ad below for complete cast. Runs Nov. 16 – Dec. 16

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

Ticket Prices are $27.00 Reg. $25.00 Seniors and Students. Group Discounts available for 10 or more people. Major Credit Cards Accepted. Gift Certificates are also available! Clyde Porter’s West Valley Playhouse 7242 Owensmouth Ave., Canoga Park, CA 91303 __

St. James Sunday Concerts is pleased to present pianist Judy Huang in a program entitled "Journey to Carnegie Hall" on Sunday, November 18 at 4 PM at St. James Presbyterian Church in Tarzana. Music will include Bach’s French Suite No.2, Beethoven Sonata Op.101, Albeniz "Triana", Kehlenbach Three Turnings (2003) and Schumann’s Carnaval Op.9. Huang will play the same program on December 2 at Carnegie Hall in New York. St James Presbyterian Church is located at 19414 Ventura Blvd, Tarzana, 91356, near the Tampa exit. Admission is free, a voluntary offering will be taken. Claire Rydell, Music Director 818-345-2057 clrydell@minotaurz.com San Fernando Valley Chorale “SO YOU THINK YOU CAN . . . “ S – I – N – G ? Would you like a chance to prove it? The San Fernando Valley Chorale is launching its 39th year as a non-sectarian group of men and women singers who have joined together in their appreciation of music of various genre to bring quality, affordable entertainment to the communityat large. With this in mind they are seeking talented individuals with similar interests who would like to join. Rehearsals are held on Tuesday evenings, 7:30 P.M., at the St. Stephen’s Lutheran Church, 15950 Chatsworth Street, Granada Hills, resuming on September 11th to prepare for their annual holiday concerts in December. Whether you can sing high notes or low notes (as long as you can sing on pitch) a cordial invitation is extended to you. Here’s that opportunity to share your talent! For further information please call 818-891-2922 or 818-884-8897.

Madrid Theatre www.ci.la.ca.us/cad/madridtheatre __

www.valleycultural.org Find the WVN at Ralphs Calabasas and Kaiser Permanente in Woodland Hills

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