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WHY WE

SERVE Outreach Program Puts Human Face on Military Service By Gerry J. Gilmore American Forces Press Service

Sharing military experiences with the American public injects a human element into events often conveyed through the cold glare of television’s nightly news.

U.S. Navy photo by Petrty Officer 2nd Class Kevin S. O’Brien


The numbers that you hear on TV of soldiers

Dorrance Smith has decided to “take it to the next

dying, the numbers that you hear that we’re

level,” Devine explained. “What this program is doing

going to bring 30,000 (troops) home, I just

is helping us win the ‘war on narratives,’ especially in

put a face to those numbers, and we all do,”

the mainstream media,” Devine noted. The program,

Air Force Senior Master Sgt. Jeffery Duncan told

he added, offers a different perspective about the

American Forces Press Service.

war on terrorism, from the viewpoints of military members who’ve served in Afghanistan, Iraq or the Horn of Africa.

Duncan, a 40-year-old senior aircraft maintenance supervisor with 21 years of service, completed a five-month deployment to the Middle East in May.

Another Why We Serve member in Duncan’s group,

He’s one of a group of eight military members who’ve

Marine 1st Lt. David Bradt, served two tours in Iraq.

completed a week-long nationwide speaking tour

The 26-year-old combat engineer said he enjoyed

featuring 20-30 engagements as part of the Defense

telling people about his Iraq experiences. Bradt

Department’s “Why We Serve” public-outreach

noted his experiences in Iraq were varied, from “full-

program. Audiences at his speaking engagements

scale infantry missions to cache sweeps to more of

love the military, Duncan observed, noting he told

a support role.” The Marine said he was emotionally

listeners how much he enjoys the camaraderie

moved when people thanked him for his military

Meeting one-on-one with the American public helps

inherent across the armed forces. “We are one team,

service during his speaking tour. “Almost at every

to combat misperceptions about the U.S. effort

and that’s what we do,” Duncan emphasized, adding

single venue a number of people would come up and

in Iraq, he said. “It’s a new fight. It’s a very, very

thank you,” Bradt recalled. “We don’t need gifts; we

powerful information war,” Bradt explained.

that his speaking tour was an awesome experience.

Air Force Senior Master Sgt. Jeffery Duncan

Why We Serve duty tours are about 90 days. U.S. Air Force Senior Master Sgt. Jeffery S.ServeDuncan program. “They should fund as many of these Gen. Peter Pace started the Why We Serve program Participants are selected by their individual services in the fall of 2006. Duncan’s group constituted the

and talk to schools, veterans’ organizations and

Photo by William D. Moss

don’t need medals. Just come up and say, ‘Thank you.’” Bradt said he is impressed with the Why We

Former Chairman of the Joint Chiefs of Staff Marine

Assistant Secretary of Defense for Public Affairs Dorrance Smith

Another Why We Serve speaker, Air Force Master Sgt. Howard Watkins, accompanied supply convoys

(speaking tours) as they can possibly afford,” he

from Kuwait into Iraq during his overseas tour of duty

urged.

from March to December 2006. Many people he met

fourth iteration of the program, which is conducted in business groups. nior Master Sgt. Jeffery S. Duncan is 21-year veteran of the United States Air Force and is during his speaking tour stops weren’t aware of the quarterly segments. Why We We Serve program speakers director Marine Maj. Chris rrently serving as part of the Why Serve program. He recently returned from fact that that the Air Force is doing convoys for the Army and has been for the last three or four years, Devine praised Duncan and his fellow speakers in signment in the United Arab Emirates and is speaking to groups around the country about his Watkins observed. He called the Why We Serve the fourth group for their professionalism and energy. program a worthy endeavor . “The best thing that I “They have of the high bar for others to Iraqi knock off,”and Operation Enduring Freedom. rsonal experiences serving in support Operation Devine said. “I think they’ve done extremely well, not

have gotten from the program was seeing that there

only in their venues, but representing their services,

are still people out there that have the same ideals

and beliefs that I have,” Watkins said. “There’s so well.”Al The previous eight-member groupsArab were January 2007, Duncan deployedas to Dhafra, United Emirates with 380th Air much negative media.” comprised of two selectees from each military xpeditionary Wing for five months. While deployed, Duncan was directly responsible for the service, Devine noted. However, the next, fifth group ve different aircrafts with surveillance and refueling options. Throughout his assignment, he Navy Lt. Judith Lemley served a seven-month will feature 10 speakers, he said. tour in Afghanistan before she embarked on her ained, led, and united over 427 military and contracting personnel. speaking tour. Lemley said she relished urging The Why We Serve program has matured, and Former Chairman of the Joint Chiefs of Staff Marine Gen. Peter Pace DoD photo by Tech. Sgt. Jerry Morrison, U.S. Air Force.

Assistant Secretary of Defense for Public Affairs

Marine 1st Lt. David Bradt

veterans groups members to keep supporting

orn in Marshfield, Missouri and raised in Ellington Missouri, Duncan joined the Air Force in VETERANS ENTERPRISE VETERANS ENTERPRISE 86 and currently resides in Hawaii as the Squadron Superintendent of the 15th Maintenance 8

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THE ONRAMP

Every year over 180,000 officers and enlisted personnel

The Marine said he was emotionally moved when people thanked him for his military service during his speaking tour. “Almost at every single venue a number of people would come up and thank you,” Bradt recalled. “We don’t need gifts; we don’t need medals. Just come up and say, ‘Thank you.’”

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servicemembers. “It’s so much easier for us to focus on our jobs knowing that so many of these people back home” are working to take care of the nation’s military veterans, she said. Lemley said she also told audiences that the military is truly an equalopportunity employer. “I’ve never been held back

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because I’m a female,” she said. “I’ve been given the same opportunities as everyone else.” Lemley, who traveled across Afghanistan to train the country’s soldiers, described the often dangerous, gritty conditions she’d experienced to her audiences.

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Navy Lt. Judith Lemley (above)

Despite the arduous conditions in Afghanistan,

Army Sgt. Daniel Alvarado (below)

Lemley told her speaking-tour audiences that she didn’t complain. “Because I do what I love,” she said. Army Sgt. Daniel Alvarado recalled telling audiences about his wartime experiences in Afghanistan and

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Iraq. “I could tell I was having an impact on them,” Alvarado, a combat engineer, observed. Asked if

U.S. Navy Lt. Judith L. Lemley

he’d volunteer for another hitch in the Why We Serve program, Alvarado replied: “I’d do it in a heart beat.”

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t. Judith L. Lemley is a 14-year veteran of the United States Navy and is currently serving as _____________________________________ further information call 1-866-442-3511 art of the Why We Serve speakers program. She recently returned For from assignment in or visit www.crengland.com/jobopp/index.jsp fghanistan and is speaking to groups around the country about her personal experiences serving VETERANS ENTERPRISE VETERANS ENTERPRISE 10 support of Operation Enduring Freedom.

11 An Equal Opportunity Employer by Choice


VETERANS NEWS BRIEFS Lilly Grant to VA Will Enhance Services for Returning Combat Veterans

VETERANS NEWS BRIEFS

can reunite and learn to work through readjustment

VA Previews Texas Site for “Polytrauma” Health Care

issues typically associated with returning from

The Audie L. Murphy Memorial Veterans Hospital will

VA created four special TBI centers in 1992 in

deployment.

house the nation’s newest Polytrauma Rehabilitation

Minneapolis, Minn.; Richmond, Va.; Tampa, Fla.;

Center, where seriously injured and wounded

and Palo Alto, Calif. The centers expanded their

In addition, the endowment is funding retreats at which veterans and their spouses or loved ones

Those injuries are called “traumatic brain injuries” (TBI).

The Department of Veterans Affairs (VA) will

Another $500,000 is designated for rehabilitation

veterans can go to receive intensive medical

mission in recent years to assist TBI patients and

augment its world-class health care to local

events, including the National Veterans Golden Age

rehabilitation for treatment of disabilities due to

service members suffering from other serious

veterans with a $9.9 million grant received this

Games, which the Roudebush VA Medical Center

trauma, the Department of Veterans Affairs (VA) said

problems, including amputations, burns, blindness

October from the Lilly Endowment Inc.

will host in the summer of 2008. This senior adaptive

last month.

and post-traumatic stress disorders (PTSD). Their new designation as polytrauma centers reflects their

rehabilitation program is designed to improve the The Indianapolis-bas ed philanthropic foundation

quality of life for older veterans, including those with

VA Under Secretary for Health Dr. Michael J.

expanded mission. The facilities have structured

is providing the funds to the Richard L. Roudebush

a wide range of abilities and disabilities.

Kussman on Friday visited the site, which will

their services around teams of specialists.

eventually house one floor of polytrauma ward space

Last year, the four polytrauma centers were joined

VA Medical Center to support a new clinic for injured service members returning from Iraq

VA provides a comprehensive array of benefits

(12 beds) and transitional housing (12 apartments);

by 17 other regionally-based facilities to meet the

and Afghanistan and other projects, including a

and services tailored to meet the unique needs of

one floor of polytrauma rehabilitation and multi-

needs of less severely injured veterans or those

“comfort home” serving families of hospitalized

America’s latest generation of combat veterans,

purpose space; and one floor for physical medicine

whose conditions had stabilized at one of the four

service members while their loved ones undergo

including special access to VA health care for

and prosthetics service.

primary polytrauma centers.

rehabilitation.

two years for those having no service-connected illnesses or injuries; polytrauma centers caring for the

“VA manages the only nationwide network to care

“The polytrauma system of care has been designed

“The generosity of the Lilly Endowment will help VA

most severely injured that are setting new standards

for polytrauma patients, and we are aggressively

to balance the needs of our combat injured for highly

to continue to provide our wounded warriors with the

for multi-disciplinary treatment of complex medical

researching new methods of identifying and treating

specialized care with their needs for more local

best in rehabilitation medical care,” said VA Under

problems; world-class clinical care and research

traumatic brain injury. San Antonio will play a critical

access to life-long rehabilitative care,” Kussman

Secretary for Health Dr. Michael J. Kussman, who

for veterans suffering from post-traumatic stress

role in our ability to properly care for these badly

said.

accepted the grant on behalf of VA.

disorder (PTSD); and aggressive outreach program

injured veterans,” Kussman said. “We are the world’s

The grant will provide $5.8 million for a 24,000-

to help veterans returning from Iraq and Afghanistan

leader in traumatic brain injury, rehabilitation and

The San Antonio project will consist of two stages.

square-foot Seamless Transition Integrated

access the benefits they have earned.

research.”

In the first, VA will construct an 84,000 square-foot,

Care Clinic where returning troops will receive

three-level building for rehabilitation, transitional

comprehensive multidisciplinary health care.

The Lilly Endowment was established in 1937 by

“Polytrauma” refers to multiple injuries such as loss of

living and prosthetics. This will be followed by

Another $3.5 million will be used to build a 28-suite

members of the Lilly family as a vehicle to pursue

vision or limbs and brain injuries, frequently caused

renovation of 32,500 square feet of office and exam

comfort home that will provide accommodations for

their personal philanthropic interests. It is separate

by improvised explosive devices used by insurgents

room spaces in the main medical center building at

veterans’ families during extended periods of care.

from the Eli Lilly and Co. pharmaceutical firm and is

in Iraq and Afghanistan. Service members who are

the veterans medical center. The cost of the entire

independently managed.

close to those blasts can suffer a range of brain

project is estimated at $66 million. Construction is

injuries, even if they don’t suffer from a visible wound.

expected to begin next year.

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VETERANS NEWS BRIEFS VA Leading Fight against MRSA

VETERANS NEWS BRIEFS

The agreement puts into place one of the top

The coordinators will ensure the appropriate

“The coordinators will have the training, resources

recommendations of the President’s Commission

oversight and coordination is provided for care of

and support from the highest levels of VA and DOD

on Care for America’s Returning Wounded Warriors,

active duty service members and veterans with major

to help remove any barriers to care and benefits

Building on the success of a pilot program that

co-chaired by former Sen. Robert Dole and former

amputations, severe traumatic brain injury, spinal

for the service members, veterans and their family

reduced a worrisome staph infection by 50 percent,

Health and Human Services Secretary Donna

cord injury, severe sight or hearing impairments and

members,” said Dr. Michael J. Kussman, VA’s Under

the Department of Veterans Affairs (VA) has tough

Shalala.

severe multiple injuries. The coordinators will also

Secretary for Health. “VA provides the best health

work closely with family members to take care of

care available anywhere. This will ensure returning

services and needs.

Global War on Terror heroes receive the care they

new screening requirements now in place in all of its The agreement initially establishes that the first

153 hospitals.

deserve.”

federal recovery coordinators will be provided by In addition to emphasizing its commitment to hospital

VA in coordination with DoD and will be located

The first 10 coordinators will work at military health

hygiene and flagging affected patients for special

at top military treatment facilities throughout the

care facilities and at any other locations where

These federal recovery coordinators are in addition

precautions, VA facilities monitor all incoming

nation. They will coordinate services between VA

patients are later assigned. They will be located at

to 105 patient advocates VA has hired, trained and

patients on key units with nasal swabs and cultures

and DOD and, if necessary, private-sector facilities,

Walter Reed Army Medical Center in Washington,

put in place since June 2007. Those advocates, most

for methicillin-resistant staphylococcus aureus

while serving as the ultimate resource for families

D.C.; the Naval Medical Center in Bethesda, Md.; the

veterans of combat in Iraq and Afghanistan, ensure

(MRSA).

with questions or concerns about VA, DoD or other

Brooke Army Medical Center at Fort Sam Houston,

federal benefits.

Texas; and Balboa Park Naval Medical Center in San Diego. Additional recovery coordinators will be added

“VA demonstrated that dramatic reductions in

in the future as needs are determined.

MRSA-related infections are possible,” said Acting

“This agreement ensures our nation’s active duty

Secretary of Veterans Affairs Gordon H. Mansfield.

service members and veterans who have been

“VA’s completion of our national deployment of

wounded receive the very best care during their

The coordinators will have a background in health

these serious prevention measures reinforces VA’s

recoveries,” said Acting Secretary of Veterans Affairs

care management and work closely with the

stature as one of the safest health care environments

Gordon H. Mansfield. “Service members, veterans

clinicians and case management teams to develop

nationally.”

and their families can be assured they will have an

and execute another major recommendation from

ultimate resource they can rely on whenever help is

the Dole-Shalala panel, individual federal recovery

New Resource for Seriously Injured on Care, Federal Benefits

needed from VA or DoD.”

plans for the wounded. Those plans specify what

The Department of Veterans Affairs (VA) and the

scheduled to be hired by Dec. 1. Plans call for the

The coordinators will have access to and support

Department of Defense (DoD) have signed an

new employees to be trained and in place at four

from the VA’s Under Secretary for Health, VA’s Under

agreement to provide “federal recovery coordinators”

of the military’s major health care facilities during

Secretary for Benefits, DoD’s Under Secretary of

to help ensure medical services and other benefits

January 2008.

Defense for Personnel and Readiness, as well as the

services are needed across the continuum of care, Job postings for the new positions have been made

from recovery through rehabilitation to reintegration

at http://www.va.gov/JOBS/Fed_Recover_Coord.

to civilian life.

asp, with the first 10 federal recovery coordinators

are provided to seriously wounded, injured and ill

commanders of facilities where service members and

active duty service members and veterans.

veterans receive treatment.

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VETERANS NEWS BRIEFS a smooth transition of wounded service members

“VA believes enhancing a veteran’s opportunity for

through VA’s health care system, while also cutting

employment is not merely the obligation of a grateful

red tape for other benefits.

Nation. It is good government and good business,” added Mansfield. “This stepped-up recruitment and

Forming Internal Task Force to Examine Veteran Job Development

hiring of veterans into the Department of Veterans

The Department of Veterans Affairs (VA) announced

Mansfield also announced the formation of an

the initial hiring of 10 full time Veterans Employment

internal task force to examine the Department’s

Coordinators to focus efforts to attract, recruit and

retention, training and development of veterans

hire veterans throughout the Department. These

already in the VA workforce. The task force will

coordinators will work closely with the recently

be led by the Office of the Assistant Secretary

formed Federal Recovery Coordination Program to

for Human Resources and Administration, with

Affairs ensures we are able to employ some of our Nation’s most highly motivated, disciplined and experienced citizens.”

assist Operation Enduring Freedom and Operation Iraqi Freedom veterans to potentially obtain employment with VA. “After our young men and women have concluded serving in our military, VA will use every hiring flexibility available to bring their talents and skills to our department should they want to continue to serve this great nation through the VA,” said ActingSecretary of Veterans Affairs Gordon Mansfield. The Veterans Employment Coordinator job announcements will be posted on www.usajobs.gov and www.va.gov/jobs with the goal of being hired by the end of the year. The coordinators will work with veterans interested in employment at the VA, including those who have completed one of VA’s Vocational Rehabilitation and Employment Services programs.

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VETERANS NEWS BRIEFS

VETERANS NEWS BRIEFS

National Cemetery Administration, and additional VA

The announcement continues progress on the

VA Agrees with Key Points about PTSD Treatment

staff offices.

recommendations of the President’s Commission

The Department of Veterans Affairs (VA) today

on Care for America’s Returning Wounded Warriors,

agreed with a new Institute of Medicine (IOM) report

Dr. Zeiss said VA began developing training about

Approximately 31 percent of the 230,000 Department

co-chaired by former Sen. Robert Dole and former

finding exposure-based therapies for the treatment of

a year ago for its mental health professionals in

of Veterans Affairs employees are veterans, and 7.7

Health and Human Services Secretary Donna

post-traumatic stress disorder (PTSD) to be effective.

the use of exposure-based therapies, starting with

percent are service-connected disabled veterans.

Shalala.

The report released today by the IOM Committee on

cognitive processing therapy and now including

Treatment of PTSD concluded among its key findings

prolonged exposure therapy.

employment experts from the Veterans Health

awarding disability compensation.

Administration, Veterans Benefits Administration,

restructuring of their beliefs that have been disrupted by traumatic events.

One Exam Used for “Fitness for Duty” and Disability Pay

The pilot, which begins late this month, involves

that exposure-based therapies such as prolonged

VA and DoD facilities in Washington, D.C. Service

exposure therapy and cognitive processing therapy

In fact, VA’s Dr. Patricia Resick, head of the Women’s

members from the Walter Reed Army Medical

have proven to be effective treatments for PTSD,

Division of the National Center for PTSD in Boston, is

Center, the National Naval Medical Center in

while more research is needed on pharmacotherapy

a leading researcher in cognitive processing therapy.

Bethesda, and the Air Force’s Malcolm Grow Medical

to determine its effectiveness.

And the leading researcher in prolonged exposure

In a landmark agreement to simplify life for

Center at Andrews Air Force Base will participate in

service members with medical problems as

the pilot.

they leave the military and return to the civilian

therapy is Dr. Edna Foa, who helps train VA mental “VA is pleased to see IOM agrees with us that

health professionals.

exposure-based therapies are effective treatments

world, the Department of Veterans Affairs (VA)

Medical evaluations will be performed by VA,

for PTSD,” said Dr. Antonette Zeiss, VA’s Deputy

Dr. Zeiss said VA also concurs with other key

and the Department of Defense (DoD) signed a

although the agreement notes the physicals could

Chief of Mental Health Services. “VA has been

conclusions of the report that more research is

memorandum to pilot a single physical examination

actually take place in VA medical centers, military

making the therapies readily available, even before

needed about pharmacotherapy as an effective

to be used by both Departments.

installations, VA contracted examination centers or

the IOM report was released.”

treatment. It is important to note, Dr. Zeiss said,

other facilities. “This agreement commits VA and DoD to develop a

the IOM conclusion states only more research is Prolonged exposure therapy utilizes techniques

needed, not that medications have been found to be ineffective.

single process to assess the medical conditions of

The memorandum says the process “lays the

to promote confrontation with feared objects,

wounded, injured or ill service members,” said Acting

foundation for building a network of qualified

situations, memories and images. It involves use

Secretary of Veterans Affairs Gordon H. Mansfield.

providers and resources that will meet both DoD

of psychoeducation, breathing retraining, prolonged

VA provides treatment for PTSD through cognitive

“We will make it easier for these heroes to go back

and VA requirements and ease the transition of

exposure to the memory of the trauma through

and exposure-based therapies, with the use of drugs

to their homes, with the key questions about their

members from military service to veteran status.”The

imaginary reliving, and repeated exposure to safe

approved by the Food and Drug Administration.

eligibility for VA compensation already decided.”

evaluations will be based upon VA’s system for

situations being avoided because of traumatic fear.

VA is a recognized international leader in treatment

The agreement, signed Nov. 6 by Mansfield and Dr.

disability examinations and include an examination

Cognitive process therapy involves psychoeducation;

and research for PTSD. In 1989, the Department

David S.C. Chu, Under Secretary of Defense for

of medical conditions identified by military physicians

written exposure in which patients write about the

created the National Center for PTSD, which

Personnel and Readiness, calls for a pilot program

that call into question a service member’s fitness for

impact of trauma on themselves and others and

promotes research, trains health care professionals

to evaluate a single physical examination that would

duty, as well as other applicable medical conditions

interpret traumatic events; challenging patient’s

and serves as an information resource for

be used by DoD to determine the medical fitness of

identified by the service member together with VA.

interpretations of traumatic events and cognitive

researchers and clinicians around the world.

injured personnel to remain in uniform and by VA for 20

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Mix special forces training, proven team-building talent, a “can do” attitide, add a generous helping of drive & ambition and what do you get?

Larry Broughton. The founder and CEO of a fast growing company with an eye not only on its future, but also on the future of its employees and the betterment of communities as a whole. 26

VETERANS ENTERPRISE

VETERANS ENTERPRISE

27


P

icture if you will, an ex Green Beret Special

studies soon shifted to learning all he could about the

Forces Staff Sergeant. A man who spent

hotel and restaurant business.

many of his days engaged in missions still

2006 was another memorable year in Broughton Hospitality history. The company was selected as the 2006 Ernst & Young Entrepreneur of the Year Award.

considered “top-secret” to this day. Green Berets are

Fast-forward about ten years and you’d find Larry in

often referred to as “the quiet professionals” going

the position of Senior Vice President and partner of

about the dangerous work that elite “A” team Special

Joie de Vivre Hospitality, then California’s largest and

Forces units of twelve men do. From reconnaissance

fastest growing independent hospitality company.

to direct action missions, water infiltrations and

During his thirteen-year tenure with Joie de Vivre,

aerial insertions, Broughton learned early on that the

the organization grew by more than 100% per year,

(left to right: Larry Broughton, Suzanne

camaraderie developed by focusing the efforts of a

managing more than $100 million in assets, and

Broughton, Jim Sichta - VP of Operations

small, motivated team on a common goal or shared

was named among the top four boutique hospitality

and Partner of BHG)

vision, was and is the impetus for success. Fearless,

companies in the US by Travel Agent Magazine. Not

tenacious, and well trained in the field of military

one to stand still or get too comfortable, he stepped

procedures, one would easily think that Broughton

down, moved to southern California and opened his

would end up in a defense, security or military

own restaurant. The restaurant business is by no

In fact, he’ll tell you that he is the least

training profession after retiring from eight years

means a “slam-dunk” success route. In fact, there’s

important component in the success

of service. However, that’s not the path he chose.

an old adage that still echoes through the ranks

of the business choosing instead

Instead, Ret. Special Forces Staff Sergeant Larry

of restaurateurs…. “Everyone must open and run

to place all the credit in the hands

Broughton took what many may find as an unusual

a restaurant at least once to see just how good it

of his staff. In his words Larry says,

path to success in civilian life… the hospitality

feels to get out of the business!” Not exactly what

“our organization is not successful

business.

an entrepreneur wants to hear when starting out,

because of me, we’re successful

yet, Broughton did not get out… in fact, he ventured

because of the team of people that

deeper into the perils of the hospitality industry.

we have there. I’m basically the

That’s right. Hospitality. Not the first thing that comes

figurehead…. It is my team members

to mind when you think of a tough, hard charging veteran and team leader. Yet somehow, Broughton

At a time when the hospitality industry was suffering

that bust their butt everyday that are

has found a home in a highly competitive industry

perhaps the worst business climate since World

doing it.”

where most spend a lifetime learning the ropes of the

War II, Broughton began the process of acquiring

hotel and restaurant industry by starting out at the

underperforming hotels. With a keen eye on what

With Larry Broughton, it all comes

bottom. Few make it to the top but Larry Broughton

worked and what did not, Broughton and his team

down to one word… TEAM. And

has with his company, Broughton Hospitality.

took over four such properties, and in short order,

it’s not just rhetoric. Part of the

turned underperforming properties into award

Broughton Hospitality way of doing

After leaving military life in the mid 1980’s, Larry

winning, service driven successes. Today, Broughton

things is to put employees first, even

found himself a job as a Night Auditor working the

Hospitality boasts about twenty hotel properties,

over clientele and the bottom line.

graveyard shift at a small motel in San Francisco.

restaurants and even a vineyard and winery

In Broughton’s opinion, ensuring

This gave him the opportunity to attend college using

operation producing his own private label, award

that employees are being treated

his G.I. Bill benefits. While studying Political Science,

winning wines.

fairly, compensated well, and given significant opportunities for

Larry found that the challenges of the hospitality industry piqued his interest and thought that his

You would expect someone like Larry Broughton to

advancement is crucial. Employees

team-building experience could lead to success. His

take all the credit for his success, but this is not so.

who are treated with respect, who

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VETERANS ENTERPRISE

29


“I try to develop a small highlyeffective, highly-motivated team who subscribes to our common

are considered the cornerstone of business success,

Who wouldn’t be impressed by co-workers who

how did they assist?

are going to go the extra mile to ensure that guests

volunteer their time to work with hospice patients

We used private equity and private financing to

of Broughton Hospitality properties receive service

– helping them to die with dignity? Serving others is

launch the company and fuel our growth. I wish

and accommodations that exceed expectations.

an honorable cause. Veterans understand that, and

I knew then what I know now about education

Exceeding guest expectations is what separates

I want more people to learn the rewards of it.”

programs and financing assistance for veterans.

Taking time from his busy schedule for an informal

VE - Did you attend any institutions of higher

interview with Veterans Enterprise, Larry shared

education after your military service in order to

some of his thoughts and background.

increase your business knowledge?

Broughton Hospitality from the competition, but ultimately it’s all about people.

vision, and then I let them Recognizing the efforts of his

do their jobs.”

team members is an important component. Their “Honor and

Yes. In addition to dozens of leadership and industry VE - How many years and with what branch did

specific seminars, I attended University of California

Excellence” program is one

you serve in the US military?

at Santa Barbara and the Executive Program at

such method of recognizing

U.S. Army Special Forces on active duty from 1983-

Stanford University.

contributions of Broughton Hospitality staff. “This is one of the most significant recognition

1987, and in the Special Forces Reserve from 19871991. I was honorably discharged with the rank of

VE - Does your company employ other

Staff Sergeant (E-6).

veterans? Do you have an outreach program or

programs we have at Broughton Hospitality Group. The idea

special training you offer transitioning military VE - Leaving military service, what motivated

personnel?

you to enter the Hospitality industry?

About 4% of our employees are US veterans.

In the beginning, it was a means to an end. I was

Although we don’t currently have a specific outreach

working the graveyard shift as a Night Auditor at

or transitioning program, I had an interesting meeting

a small motel in San Francisco to supplement

with a veteran-advocacy group recently where we

my GI Bill benefits while I attended college. After

discussed the growing need for such programs

I completed my nightly work, I studied for a few

given the number of veterans leaving the service

hours, and then went to classes during the day. I

over the next couple of years. In addition to the

was studying Political Science, but soon found

outreach programs businesses should implement,

communities, and our places of worship.

that the hospitality industry offered a lot more than

we all should push for national changes to the

We wanted to recognize those who are

simply checking guests into hotel rooms. It offered

transitioning of military personnel to civilian life. With

the challenges of customer service, real estate,

the reported increases in veteran suicides and PTSD

making a difference outside of work.

finance, team building, and leadership—all areas

cases over previous periods in our history, and the

Public recognition motivates people

that intrigued me. I really fell in love with the idea

backlog of caseloads with the VA, clearly we are

that we could identify an underperforming hotel,

falling short in our support and care for our veterans.

and through a smart acquisition plan and then

As a business, we are now committed to making a

for the recognition—most do it

renovating and repositioning the hotel, could add

change.

quietly, in private. But the award

real value to the project.

came out of a brainstorming session when we were trying to determine how we recognize those in our organization who were living the tenants of our mission statement, which is “Inspiring Significance and Distinction.” We take this mission beyond the workplace and apply it to our homes,

not only superstars at work, but who are

differently, and we understand that most people do not do good works

has inspired co-workers to get involved in their

VE - Did you utilize any government or military

elements of your management style and how

communities in an effort

programs to prepare for or finance your civilian

does your past military experience help in

business ventures? If so, what were they and

developing those techniques?

to make a difference. 30

VETERANS ENTERPRISE

VE - What would you say are the most important

VETERANS ENTERPRISE

31


I try to develop a small highly-effective, highly-

San Francisco, where there is a sizable homeless

motivated team who subscribes to our common

population; many of which are veterans who need

vision, and then I let them do their jobs. In Special

a hand up and assistance with substance abuse

Forces I came to understand that a small cohesive

and job training. Having served in Special Forces I

team who shares a common vision can outmaneuver

know the impact on the family of the death of one of

a larger, well armed, less motivated unit. The same

these special ops warriors. It is a shame when our

principles apply in business. My time in uniform

country looses one of our very finest. These guys

also taught me the importance of honor, tenacity,

are not only elite warriors, they posses the highest

camaraderie, sacrifice and vision in any worthwhile

integrity, live selflessly, understand sacrifice and love

endeavor.

their families deeply. Special Operations Warrior Foundation comes to the aid of these families

VE - In interviews conducted with you by other

and offers education benefits for our warriors’

reporters/media, you spoke of teamwork as

children. Both of these organizations are committed

a critical component of success in business.

to restoring dignity, hope, and self-sufficiency to

How do you encourage teamwork within your

our veterans and their families. Regarding our

organization?

motivation; in addition to it simply being the right

We try to celebrate the differences in people, and

thing to do, we understand that we make a living by

foster the understanding that teams may not always

what we get, but we make a life by what we give.

make the job easier or even add efficiencies…but studies have shown that they do make the results

VE - Would you, do you encourage veterans to

better. Every manager and supervisor in our

apply for positions with your company and if so,

company has taken Gallup’s StrengthsFinder test,

what is the advancement potential for those who

which identifies our top 5 natural strengths. Based

do so?

on those results, we try to build our teams with an

I would absolutely encourage veterans to apply.

appropriate number of visionaries, analytical types,

I have heard various statistics about veteran-

achievers, relators, or whatever strengths we need

run companies outperforming non-veteran run

on the team to exceed our desired results. We try

companies, and the number of veteran–owned

to stay away from having too many creative people

businesses outnumbering the number of non-

on our accounting staff, this is where we want our

veteran-owned businesses. There is something

analytical team members.

about a veteran that makes them great leaders, and great team members. I’ve touched on some of those

VE - Broughton Hospitality is actively involved

qualities earlier. These are qualities that will assist

with many charitable organizations. Two such

any person when it comes to advancement. The

organizations are The Special Operations Warrior

potential for advancement in a company likes ours,

Foundation and Swords to Plowshares, both

one that is growing dramatically, is enormous.

military service personnel charities. How did you become involved and what was the motivation

VE - What are your plans for the future of

for doing so?

Broughton Hospitality and are there other

I learned of Swords to Plowshares while living in

ventures you are considering for the future?

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33


We’d like to grow the company to become a leading

Seek your heart for what you really want to do, not

operator and developer of independent boutique

necessarily what is easiest to do, or what is expected

hotels in the US, while maintaining honesty and

of you. Although very honorable positions, too many

integrity in all we do. We have several new

veterans feel they can only become law enforcement

construction projects, as well as the acquisition of

officers or fire fighters. These are people of integrity

existing hotels in the pipeline, and this will keep us

and bravery, but these are also qualities sorely

busy. My sense is that we’ll double in size in the

needed in the ranks of business leaders and CEOs.

next 12 months, and continue significant growth for the next 5 years. Really, we just want to make a

VE - Last, where there any obstacles that you

positive difference in the lives of those we serve: our

could classify as veteran specific that you had

team members, guests, patrons, vendors, investors

to overcome in order to achieve the success you

and clients. I think I have a book or two buried inside

have with Broughton Hospitality?

me that need to be written that combines my military

When I first left active duty in the mid-eighties and

background and business experience. I’ll let you

moved to San Francisco I had a sense (real or not, I

know more as that gels.

don’t know), that I should keep my military service to myself. There were times when I felt like an outsider,

As a result of Broughton’s commitment to people, Broughton Hospitality has received numerous awards and accolades including: • Entrepreneur Magazine Hot 500 of Fast Growing Companies in America

• Ernst & Young Inn of the Spanish Garden

2006 Entrepreneur of the Year Award

• Hotel & Motel Management Top 100 Third Party Management Companies

VE - What advice can you give other veterans

given my military background. As I have grown

• Hotel Business

seeking to start their own business?

personally and professionally and while the climate

Top 100 Management Companies - 2006 & 2007

(1) Begin with the end in mind. Know whether you

of acceptance has shifted to embrace our veterans, I

• Georgian Hotel

are starting the company as a legacy play that you’ll

have become bolder and have embraced my veteran

34th Best Performing Hotel in North America 2005

hold forever, or whether you plan to build it with the

status.

• Mojave — TripAdvisor

intention of phasing out or selling it. It will determine

Most Popular Hotel in U.S., May 2004

the answers to a lot of questions that come up in the

So there you have it. Success need not be out of

• Mojave — Travel Holiday Magazine

early years.

reach nor should it be at the expense of others.

Among the 25 Best American Escapes

(2) Understand yourself enough to know whether

Success comes to those that persevere, to those

• Mojave — Travel + Leisure Magazine

you are a manager, leader, or entrepreneur. They

that embrace ideals like community service, share

really are three different animals and will respond to

a common vision and are not afraid to “step out”

Among the 30 Great Inns in U.S

growth and challenges differently.

of their comfort zone. Take chances following your

(3) Don’t over analyze things. Gather your

passions and what it is you love to do. Treat your

information; make a plan, then take action. General

partners, employees, guests and vendors with

George Patton said “a good plan violently executed

respect and care. As they go, so does your business.

now is better than a perfect plan next week.”

Build small, highly-effective teams and train them to

(4) Surround yourself with a team who is brighter and

do the best possible job. Recognize excellence and

bolder than you are, and don’t be afraid to seek their

reward it accordingly. Above all, have a shared goal,

counsel. In the end, though, you are the one making

a “common vision” as Larry Broughton likes to call

the decisions.

it. Chances are that similar success can be yours.

• Blue Wing Saloon

Just remember to give the credit to everyone else

Gold Medal for 2005 Sauvignon Blanc

VE - What advice can you give other veterans

but yourself... it works for Larry Broughton and we’re

seeking civilian employment post military

sure glad that it continues to do so.

Georgian Hotel

• Inn of the Spanish Garden TripAdvisor - 3rd Most Popular Hotel in U.S.,

• Inn of the Spanish Garden — Among the Top 15 Romantic Getaways in U.S.

• Inn of the Spanish Garden — Travel & Leisure Magazine’s 500 Greatest Hotels

• Blue Wing Saloon Best New Business of the Year The Blue Wing Saloon

service? 34

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VETERANS ENTERPRISE

35


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Doughty’s convoy took the bypass route around the city, hoping to avoid confrontation. Apache helicopters whizzed in from behind, making sure there were no insurgents toting guns or planting improvised explosive devices. But the convoy entered the streets before the route was cleared by the helicopters, and a roadside bomb detonated on the lead vehicle. Doughty was in the front passenger seat with his feet on the running board facing the roadside—a common set up for special forces Humvees. He lost both legs. “The only thing I remember is not so much hearing the explosion as feeling it,” Doughty says. “White smoke just sucks the life right out of you…The last time I looked down at my legs, I noticed that my right boot had blown off. My legs were still attached.”

Christopher Ilitch, President and CEO, Ilitch Holdings, Inc., Lloyd Allard, Little Caesars Franchisee, Robbie Doughty, Little Caesars Franchisee, Mr. Ilitch and Dave Scrivano, President, Little Caesars Enterprises, Inc., at the grand opening ceremony.

A Special Forces medic synched tourniquets on his

Allard, and in January, they opened the store that

legs and “just really did a miraculous job saving my

inspired the Little Caesars Veteran Program.

life,” Doughty says.

LITTLE CAESARS GIVES VETERANS AN OPPORTUNITY

STANDING TALL

An Iraq veteran lost his legs, but

Robbie Doughty inspired Little Caesars Veteran

wanted to give me a franchise, but he was also

never lost hope. He inspired the Little

Program. Former Army Staff Sgt. Robbie Doughty

concerned about my physical health.”

Caesars Veteran Program and today,

After reading a USA Today article about Doughty’s road to recovery, Little Caesars founder Mike Ilitch, a former Marine, reached out to the Paducah, Kentucky, veteran. Mr. Ilitch said he was really impressed with me and

remembers July 8, 2004, well. The special operations intelligence soldier was traveling from Tikrit to Balad,

“Mr. Ilitch said he was really impressed with me

there are nine who call themselves

which meant “we had to pass through Samara, a

and wanted to give me a franchise, but he was also

franchise owners.

hotbed,” Doughty says. “[In Samara], they did not

concerned about my physical health,” Doughty says.

want any Americans in there at all.”

Doughty brought in his friend and veteran Lloyd

By Fred Minnick 38

Former Army Staff Sgt. Robbie Doughty remembers July 8, 2oo4 - that’s the day he lost both his legs to a roadside bomb in Samara.

VETERANS ENTERPRISE

VETERANS ENTERPRISE

39


Most single-unit operators dream of the day their employees can run the store without their help. How has Doughty done it in five short months? Army discipline? “I wish I could [make them do pushups]. It would be a whole lot easier,” says a laughing Doughty. “We really try to get the employee to respect you enough to want to do a good job, so I don’t have to come out there and demand for them to do something. But Robbie Doughty talks with media at Paducah grand opening.

there’s always going to be that 5 percent of people that just are un-trainable, unemployable; they don’t

The vet program provides qualified, honorably

want to listen.”

discharged veterans a $5,000 reduction on the franchising fee, financing benefits, and a $5,000 credit on the first store’s equipment order. The entire $20,000 franchise fee is waived for service-disabled veterans like Doughty, who also receive additional

BELOW: Dave Scrivano, President, Little Caesars Enterprises, Inc., congratulates Lloyd Allard on their store opening.

financing options and benefits, a $10,000 credit on the initial equipment order, and grand-opening marketing support. Doughty says running a pizza shop is easy work. “The military really prepared us for something like this,” Doughty says. “You put pepperonis on a pizza like this, you put cheese on like this, you make dough this way. All the tasks are simplified like that. We’re working within a system just like the military.” But the in the Army, Doughty never had to worry about marketing, food costs, or his physical limitations. “I wear prosthetic legs, and I’m on my feet all day,” he says. “If I need to sit down for a little bit, I can do that because our staff is trained well enough now I don’t have to be so hands-on and involved.”

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DESIRED SKILL SETS Doughty is a natural leader, says Rick Moreno, Little Caesars executive vice president of administration and strategy. In fact, Moreno says leadership is the common denominator among all nine of the program’s veterans. “I have been amazed at the skill sets of [our] veterans,” Moreno says. “They demonstrate dedication, team building, good management, leadership, and they are familiar with systems and processes.” Moreno says there’s no cap on how many veterans Little Caesars will sign, but says the military background is “a good fit. And we wanted to demonstrate to other business leaders that programs like this can be created to make a difference.” The Little Caesars veterans recently met in Detroit for the Inaugural Little Caesars Veterans Training Program, a three-day precursor to the pizza chain’s Little Caesars founder Mike Ilitch

six-week franchisee training program. They received training on real estate, operations, marketing, and

A former Marine and former Detroit Tigers minor

human resources, among other things. The group

league baseball player, Mike Ilitch is familiar with

also enjoyed a Detroit Tigers game, where Doughty

facing transitions. After suffering an injury that

threw the first pitch.

abruptly ended his baseball career, Mr. Ilitch had to determine what to do next. His baseball skills

At the game, Moreno noticed the vets swapping

weren’t as useful off the field, and he never forgot the

numbers and bonding on a different level. “As they

struggle of trying to answer the question “what now?”

open their stores, they will rely on each other.”

After investing his life savings to start Little Caesars

Something servicemen and women are all too

with his wife Marian in 1959, he knows the rewards

familiar with. It doesn’t hurt that the veterans respect

of building a business. The Little Caesars Veterans

their franchisor, too.

Program was created out of this experience

“Little Caesars has really opened up to veterans

In recognition of his service to Veterans, with the

and given [us] the opportunity to put [our] foot in the

Secretary’s Award, the highest tribute given to a

door,” Doughty says.

private citizen by the United States Department of Veterans Affairs. The ceremony, which took place on

42

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VETERANS ENTERPRISE

43


Monday, September 17th, in the nation’s capitol at

discharged veterans: a $5,000 reduction of the

the Department of Veterans Affairs, recognizes Mr.

franchising fee, financing benefits and, a $5,000

Ilitch’s industry-leading support of Veterans through

credit on the equipment order for the first store.

the Little Caesars Veterans Program. Service-Disabled Veterans Service-disabled veterans are eligible for additional benefits, including a waived franchising fee ($20,000), additional financing options and benefits, a $10,000 credit on the initial equipment order and grand opening marketing support from leading national companies. The total benefit for service-

FRANCHISE OPPORTUNITIES

disabled veterans can be approximately $68,000.

Little Caesars is looking for veterans with integrity

Veterans seeking to get involved in this unique

and character who take initiative, utilize a teamwork

program can apply through two different resources

management style and have a strong personal

listed below. Text links to these resources are colored

commitment to the business. A Little Caesars

blue, simply click on any link below to access the

franchise can provide business owners with the

web sites that assist veterans in the process.

opportunity to become leaders in the communities they serve, maximize their potential and realize a

WHERE DO I START?

strong sense of accomplishment by achieving goals

Little Caesars Veterans Program

and growing their business.

Step 1: Contact Little Caesars National Vice

Contact the Center for Veterans Enterprise (CVE)

President-Franchise Services,

or Marine For Life (M4L) for assessment.

Mike Shaub, is a veteran and had this to say about the

Step 2. Assessment

program, from both a veteran’s

They will review your qualifications.

and a colleague’s perspective: “It makes me proud that

Step 3. Referral

Little Caesars has chosen to

Veterans meeting the qualifications of CVE, M4L and

recognize the contributions of

Little Caesars will be referred to and contacted by

America’s veterans in such a meaningful way. This

Little Caesars.

program is a win-win for qualified veterans and for Louisville, Kentucky-based writer Fred Minnick is

the company.”

an Iraq veteran and contributing author to Simon

PROGRAM BENEFITS

& Schuster’s The Blog of War. Contact him at

All Qualified Veterans

editor@FredWrite.com.

The Little Caesars Veterans Program provides the following benefits for all qualified honorably 44

ALL PHOTOGRAPHY PROVIDED BY LITTLE CAESARS. REPRINTED WITH PERMISSION FROM QSR MAGAZINE.

VETERANS ENTERPRISE

A WORLD OF OPPORTUNITY We are the world’s largest ASME Authorized Inspection Agency. Although we are best known for our services as an AIA, we’ve leveraged experience gained over more than 136 years of operation to become an industry leader in a variety of engineering services fields. Job opportunities are currently available at HSB Global Standards. Please visit our website for more information on current openings.

www.hsbglobalstandards.com An Equal Opportunity Employer

VETERANS ENTERPRISE

45


Drawing in such a diverse group allows attendees to find unique business opportunities that may have otherwise gone unnoticed. The conference will begin with a “Federal Contracting 101” informational session on Monday for businesses that are just breaking into the public sector. Later that evening, a ribbon-cutting ceremony and welcome reception will give attendees a chance to introduce themselves in an informal setting. General sessions and breakouts covering a variety of subjects will run from Tuesday morning to Thursday afternoon. Past discussions have included new

VETERANS TALK BUSINESS IN LAS VEGAS

Champion of Veterans Enterprise (CVE) Award: Ms. Pinson (left), Director of the U.S. Army Office of Small Business Programs. Gordon Mansfield, Acting Secretary of Veterans Affairs, presents the VA CVE Award (for meeting/exceeding the 3% contracting goal mandated by Public Law 160-50) to Ms. Alice Williams-Gray (right), Associate Director for Small Business at the U.S. Army Contracting Agency.

and pending legislation, joint ventures, international

lookout for highly qualified contractors in the expo

opportunities, and industry-specific topics.

and in one-on-one matchmaking sessions.

For businesses looking to market themselves to

The federal government is striving to meet its

the government, the conference will feature a large

goal of awarding 3% of total contracting dollars to

expo hall. Over one hundred exhibitors made the

SDVOSBs, and it considers outreach events like

2007 expo a huge success; Disabled Veterans Office

this one critical to its success. The opportunities

Suppliers reported an increase in sales of over 30%

available to veteran entrepreneurs at this event are

as a direct result of their participation in that year’s

invaluable – small business owners should not think

event. Federal small business offices will be on the

twice about attending.

Announcement From the Veteran Small Business Federal Interagency Council

For information on the conference agenda and registration, please visit the NATIONAL VETERANS CONFERENCE

The 4th Annual National Veteran Small Business Conference and Expo will be held July 7-10, 2008, at

ONLINE or call the conference hotline at

Caesars Palace, Las Vegas, Nevada.

(703) 695-3220.

This event, which is the largest conference of its kind nationwide, is sponsored by the Veteran Small

If you have questions about the expo or

Business Federal Interagency Council to provide Veteran-Owned and Service-Disabled Veteran-Owned

sponsorship opportunities, please call

Small Businesses (SDVOSBs) with a week of educational and networking sessions designed to help these

(703) 769-4200, ext. 130.

businesses thrive.

Multi-service National Honor Guard detail during the opening session of the 3rd Annual National Veteran Small Business Conference and Expo.

The conference attendees come from all levels of the federal procurement community; small businesses, large prime contractors, and government agencies have all been well-represented at past events. 46

VETERANS ENTERPRISE

VETERANS ENTERPRISE

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LMO/ VA

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Veterans Enterprise 2007