Jenny Flores, Special Events & Graphics Coordinator
Jacil San Martin, Internal Services Coordinator
Welcome to 2025! The Greater High Desert Chamber of Commerce wants to take a moment to connect with you, our incredible community. The past year has been a testament to the power of collaboration, the spirit of innovation, and the strength of the High Desert. As we reflect on 2024, we are filled with gratitude for the partnerships and relationships that made last year so remarkable.
A Heartfelt Thanks to Our Board of Directors
Our Board of Directors has been the backbone of our success. Their tireless efforts in bringing to life the vision outlined in our annual Board Retreat have been nothing short of extraordinary. Through their leadership and commitment, they’ve laid the groundwork for programs and initiatives that support our businesses and elevate our community. Thank you for your unwavering dedication and hard work!
Mark Your Calendars: Our First Speaker Series in February We are thrilled to announce our very first Speaker Series event, which is coming this February! This new “added value” member benefit will bring experts in their field and valuable insights to our Chamber Members. More details are on the way, but we hope you’ll join us in kicking off this fantastic new tradition.
Recognizing the High Desert Political Action Committee
A special thank you to those who served on our newly formed High Desert Political Action Committee. Your dedication to advocating for business-friendly candidates ensures that regional business voices are heard. Thank you for helping keep our economic landscape solid and vibrant.
Appreciation for Our Chamber Ambassadors
Published by the Greater High Desert Chamber of Commerce 15428 Civic Dr. #310, Victorville, CA 92392
Tel: (760) 245-6506 Fax: (760) 245-6505
e-mail: mark@ghdcc.com Visit us on-line at www.ghdcc.com
MANUSCRIPTS: The editor welcomes articles for possible publication. The Greater High Desert Chamber of Commerce assumes no responsibility for the care or return of any manuscripts. Articles are subject to editing and are included on an “as space permits” basis.
ADVERTISING: Advertising will be accepted from outside sources at the current member/non-member rates. The Chamber reserves the right to refuse any advertisement and/or sponsorship. The printing of an advertisement and/or content does not constitute or confer an endorsement of a product, business or service.
DISCLAIMER: All reasonable efforts have been made to ensure the accuracy of the information contained in Insight Magazine. The Greater High Desert Chamber of Commerce accepts no responsibility for damages arising directly or as a consequence of the use or publication of inaccurate information. The opinions expressed by contributors are their own, and are not necessarily shared by Insight Magazine, its staff, the Greater High Desert Chamber or advertisers. Editorial content is intended as general information, and not as specific legal or financial advice; for such, readers are advised to consult professionals in the appropriate field. The Greater High Desert Chamber of Commerce assumes no liability resulting from advertising contained in this publication.
You are the heart of our Chamber’s outreach efforts. Your enthusiasm, dedication, and ability to connect people and businesses make a tremendous difference every day. Thank you for being the welcoming and supportive face of our organization.
Celebrating Our Amazing Chamber Staff
Behind every success story are the people who run the organization daily: our Chamber staff and our dedicated President/CEO. Mark, Ruby, Jenny, and Jacil, you are the glue that holds us together, ensuring everything runs seamlessly. Your creativity, professionalism, and passion for serving the
are genuinely inspiring. We are so grateful to have such a hardworking and talented team leading the way.
As we bid farewell to a successful 2024, we look forward to 2025 with optimism and excitement. Thank you for being part of this journey with us. May the New Year bring prosperity and new opportunities for all.
EXECUTIVE COMMITTEE 2024 - 2025
Shannon Shannon – Chair of the Board - SaddleRock Reverse Mortgage
Dr. Lisa Lamb – Immediate Past Chair – Lewis Center for Educational Research
BOARD OF DIRECTORS 2024 - 2025
Clinton Alford – Farmers Insurance-Clinton Alford Agency
Laura Andre –The Mall of Victor Valley
Gwen Bedics – Global Credit Union
CJ Eversole – Pizza Factory of Apple Valley
Matthew Hawkins – Matthew Hawkins State Farm Insurance Agent
Randi Hunt – A Better Way - Victor Valley Domestic Violence
Arsalee Morales - Apple Valley Communications, Inc.
Sarina Muhammad - Goodwill Career Resource Center
Kevin Smilen - Victorville Motors
Steve Tyrell – Mitsubishi Cement Corporation
Dr. Kenisha L. Williams - TransFormNation Training & Development, LLC .
2024 LEGISLATIVE REPORT CARD
HOW DID YOUR LEGISLATORS VOTE?
MAJOR INITIATIVES TRACKED BY CALCHAMBER IN 2024
AB 2481 (Lowenthal; D-Long Beach) Youth Social Media Protection Act. Requires “large social media platforms” to create a process to verify an expansive list of individuals as “verified reporters,” including school principals and counselors, among others.
SB 1047 (Wiener; D-San Francisco) AI Models. Requires frontier AI developers to comply with certain requirements before beginning to initially train specified “covered models” to promote the safe and secure innovation of AI.
SB 1497 (Menjivar; D-Los Angeles) Polluters Pay Climate Cost Recovery Act of 2024. Imposes an ill-defined tax on a broad set of entities that will increase costs for goods and services in California.
AB 3129 (Wood; D-Healdsburg) Stifles Free Market Transactions for Health Entities. Requires private investors to obtain the consent of the California Attorney General before acquiring or effecting a change of control with respect to certain healthcare entities.
AB 98 (J. Carrillo; D-Palmdale) Warehouse Compromise. Provides a reasonable compromise that avoids the negative economic and environmental impacts that would arise from much more stringent and unworkable legislation while still addressing community concerns.
AB 2288 (Kalra; D-San Jose) Private Attorneys General Act (PAGA). Creates a long-overdue reform of PAGA.
AB 2499 (Schiavo; D-Chatsworth) Leave Expansion. Significantly expands 12-week leave related to crimes and lowers threshold of applicability to employers with just five employees.
SB 92 (Umberg; D-Santa Ana) Private Attorneys General Act (PAGA). Creates a long-overdue reform of PAGA.
SB 399 (Wahab; D-Hayward) Bans Employer Speech. Chills employer speech regarding religious and political matters, including unionization.
SB 1446 (Smallwood-Cuevas; D-Los Angeles) Use of Technology in Grocery and Retail Stores. Overly prescriptive mandate of self-checkout stations that will frustrate customers, increase costs to retailers, and require stores to notify all workers and the public any time they choose to utilize new technology.
AB 2079 (Bennett; D-Ventura) Groundwater Restriction Prohibits installation of new or replacement groundwater wells throughout much of the state.
SB 1327 (Glazer; D-Contra Costa) Tax on Digital Advertising Revenue. Implements a discriminatory 7.25% tax on the revenue generated from the sale of digital advertising.
SB 1116 (Portantino; D-Burbank) Increased Unemployment Insurance Taxes to Subsidize Striking Workers. Allows striking workers to claim UI benefits when they choose to strike.
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RIBBON CUTTINGS
Hi- Flex Advanced Soft Tissue Therapy
El Pollo Loco
Be Unique Ice Cream, LLC.
Neutral Zone Divorce & Family Mediation, Inc.
Phoenix House California
THRIVE THRIVE THRIVE IN2025 IN2025 IN2025
As we enter 2025, the business landscape is evolving at a rapid pace. From advances in technology to shifting consumer behaviors, the forces shaping the market are more dynamic than ever before. Whether you're a small local business or an established enterprise, adapting to these changes will be crucial for success. Here are some practical step and tips on how businesses can not only survive but thrive in the coming years.
1. Leverage Technology to Streamline Operations
Technology is transforming the way businesses operate. In 2025, the most successful companies will be those that can harness the power of digital tools to improve efficiency, reduce costs, and enhance customer experience.
Invest in Automation: Many routine tasks—like scheduling, payroll, or inventory management—can be automated with software solutions, freeing up time for employees to focus on more strategic initiatives. Automation platforms like Zapier or HubSpot can streamline workflows across departments.
Adopt AI and Data Analytics: Artificial intelligence is already revolutionizing decision-making in fields ranging from marketing to customer service. By using AI tools to analyze data, businesses can gain insights into customer behavior, improve predictive analytics, and make better-informed decisions. Start small by integrating AI-powered chatbots on your website or using machine learning tools to optimize your supply chain.
Cloud-Based Solutions: Cloud computing allows businesses to access tools and services remotely, enabling greater flexibility and scalability. Adopting cloud-based software for accounting, project management, and file storage ensures that your team can collaborate seamlessly, no matter where they are.
2. Prioritize Sustainability and Social Responsibility
In 2025, consumers will continue to prioritize companies that demonstrate a commitment to sustainability and corporate social responsibility. Not only is this good for the planet, but it’s also good for business.
Adopt Sustainable Practices: Implementing eco-friendly initiatives—such as reducing waste, using renewable energy sources, or sourcing sustainable materials—can help your business stand out in a competitive market. Small changes, like switching to energy-efficient lighting or offering eco-friendly packaging, can make a big difference.
Support Local Communities: Consumers are increasingly looking to do business with companies that invest in their communities. Supporting local charities, creating jobs, and participating in community events can help build goodwill and strengthen your brand.
Transparency and Communication: Today's consumers expect transparency when it comes to a company’s environmental and social impact. Be open about your sustainability goals, progress, and challenges. This can be done through annual sustainability reports or regular updates on your website and social media channels.
3. Embrace Remote and Hybrid Work Models
The COVID-19 pandemic changed the way businesses think about work, and by 2025, remote and hybrid work models will be more established than ever. Embracing these models can lead to higher employee satisfaction and cost savings.
Create a Flexible Work Environment: Offering remote or hybrid options can help you attract and retain top talent. Many workers now prioritize flexibility over traditional office settings. Invest in the technology necessary to support remote work—such as collaboration tools like Slack, Zoom, and project management software like Asana.
Focus on Results, Not Hours: Transitioning from a “face time” culture to one that emphasizes productivity and outcomes can lead to better employee morale and innovation. Set clear expectations and give employees the autonomy to manage their schedules.
Invest in Employee Wellbeing: Offering mental health resources, creating a supportive company culture, and ensuring a work-life balance can significantly increase employee retention and satisfaction in a remote or hybrid environment.
4. Master Digital Marketing and Personalization
In 2025, businesses will need to have a robust digital presence to succeed. However, it’s not just about being online—it’s about creating personalized, engaging experiences that resonate with your target audience.
Leverage Social Media and Content Marketing: Use social media platforms not only to advertise but to build a genuine connection with your customers. Engaging content, like blogs, videos, and behind-the-scenes glimpses into your business, can help strengthen your brand’s voice. Consistent, high-quality content is key to standing out in an increasingly crowded digital space.
Invest in Personalization: Consumers expect brands to understand their needs and preferences. By using data to create personalized marketing campaigns, businesses can improve customer loyalty and conversion rates. Tools like customer relationship management (CRM) systems or AI-driven marketing platforms can help deliver tailored offers and messages to specific segments of your customer base.
Optimize for Search Engines and Voice Search: As voice-activated devices like Alexa and Siri become more popular, optimizing your website for voice search is critical. This includes focusing on long-tail keywords and ensuring your site is mobile-friendly and easily accessible.
5. Adopt an Agile Mindset
The business world is more unpredictable than ever, and in 2025, companies will need to be agile in order to stay ahead. Being able to pivot quickly in response to changes in the market, technology, or consumer preferences will be key to long-term success.
Foster a Culture of Innovation: Encourage creativity and experimentation within your organization. This can be as simple as hosting brainstorming sessions, investing in employee development, or setting up a feedback loop with customers. An agile business mindset allows you to test new ideas and adapt quickly if they don’t work.
Plan for the Unexpected: Develop contingency plans for various scenarios, whether it’s a sudden shift in customer behavior, a supply chain disruption, or a global economic downturn. Having a crisis management plan in place ensures that your business can adapt to changes and recover quickly when challenges arise.
Emphasize Continuous Learning: Equip your team with the skills and knowledge they need to stay ahead of industry trends. Regular training and upskilling programs can help employees grow in their roles and give your company a competitive edge.
6. Focus on Customer Experience
Customer experience (CX) will continue to be a major differentiator for businesses in 2025. Companies that provide exceptional, personalized service will not only retain customers but will also attract new ones.
Provide Omnichannel Support: Customers expect to engage with businesses through a variety of channels, including phone, email, social media, and live chat. Ensuring a seamless experience across all touchpoints is essential for customer satisfaction.
Listen to Your Customers: Actively seek feedback through surveys, online reviews, or direct interactions. Use this data to continuously improve your products, services, and processes. Show your customers that their opinions matter, and they’ll reward you with loyalty.
Exceed Expectations: In a crowded marketplace, simply meeting customer expectations isn’t enough. Look for ways to go above and beyond, whether it’s offering surprise discounts, personalized thankyou notes, or fast and efficient service.
7. Prepare for the Future of Work
With automation, AI, and changing workforce dynamics, the future of work will be very different from today. Businesses that embrace these changes will be best positioned to thrive in 2025.
Upskill Your Workforce: Prepare your employees for the jobs of tomorrow by investing in training programs. This includes not only technical skills related to new technology but also soft skills like communication, creativity, and problem-solving.
Embrace Diversity and Inclusion: A diverse and inclusive workforce is not only the right thing to do but also a business advantage. Diverse teams bring different perspectives that lead to better decisionmaking and innovation.
Adopt Flexible Technology: As new technologies emerge, your business will need to be adaptable. Choosing technology solutions that are flexible and scalable will help ensure your company can pivot when needed.
The business landscape in 2025 will be shaped by technology, sustainability, and evolving customer expectations. By adopting these practical strategies businesses can set themselves up for long-term success. The future is full of opportunity, and the companies that are agile, forward-thinking, and committed to continuous improvement will be the ones that thrive.
MAYORS’ MESSAGES
MAYOR GABRIEL REYES - ADELANTO
As we celebrated the holiday season, I was reminded of the strength and unity of our community and the progress we’ve made together. The past year has brought meaningful advancements in infrastructure and development that will shape Adelanto’s future.
One major milestone is the Adelanto Road Water Main Capital Improvement Project, which began last month and will be completed no later than early Q3 2025. This $5.29 million project, funded entirely through APUA reserves, will bring essential water services to the underserved northeast area of our city. By installing a new 18” water main tied to a high-pressure line on Air Expressway, we’re enhancing fire safety capabilities and creating the foundation for growth in this part of Adelanto.
Progress also continues on the Dennis Street Paving Project, currently in the design phase with TKE Engineering. This pavement rehabilitation, funded by Community Development Block Grants, will improve roadways on Kay and Dennis Streets, ensuring safer and more accessible travel for residents while reflecting our commitment to infrastructure improvement.
Looking ahead, the Desert Bluffs Housing Development is moving forward with plans for 18 new single-family homes at Jonathan and Villa Streets. This exciting addition to our community will provide much-needed housing options, reinforcing our focus on thoughtful growth and supporting Adelanto’s future.
During this season and start of a new year, I take pride in how our community unites to support these efforts and each other. Together, we are building a brighter, stronger future for Adelanto.
Learn more at ci.adelanto.ca.us
MAYOR SCOTT NASSIF - APPLE VALLEY
As we begin the new year, now is a good time to recap what the Town of Apple Valley has accomplished in 2024, and let you know what we look forward to in 2025.
Last year, the Town of Apple Valley placed a Spotlight on Arts and Culture. After receiving the generous donation of the old AMC Theatre,
we’ve started the transformation of the Singh Center for the Arts into a Performing Arts Center and a community space. Our Entertainment Production Supervisor is leading these efforts and has hit the ground running. We also launched our first Art in the Park event, where local artists gathered to paint a mural wall at the James Woody Gymnasium. We look forward to introducing more arts and cultural activities to Apple Valley this coming year.
In 2021, the Town of Apple Valley was awarded a nearly $8.4 million Statewide Park Development and Community Revitalization Program (Proposition 68) grant from the state’s Department of Parks and Recreation. In October 2024, we proudly broke ground on the Captain Joseph McConnell Jr. USAF, Park. It was a great event, and we’re excited to bring this park to our community as a tribute to veterans as well as an inclusive space for our residents.
We’re also excited to announce that Measure P passed in the November election. This will bring a 1% increase in sales tax starting in April 2025. While the Town won’t receive funding until July 2025, the Town Council plans to use these funds to add 8-10 new Deputies to the Apple Valley Police Department, helping to keep our community safe.
Looking ahead, 2025 brings new developments that will provide our residents and visitors with more shopping and service options. We’re excited to welcome Aldi, Ulta Beauty, Hobby Lobby, and Five Below to Apple Valley, along with the anticipated opening of Sprouts Farmers Market.
Lastly, we want to say thank you to our business community for being a vital part of Apple Valley. Together, we’ll continue to make Apple Valley a place where businesses, families, and community partnerships can grow and succeed. We look forward to what we can achieve in 2025.
MAYOR ALLISON LEE - HESPERIA
Hesperia continues to experience rapid growth, driven by projects that create jobs and expand opportunities for the community. These developments reflect the City’s commitment to supporting residents and attracting businesses to the region.
In November, the City of Hesperia announced that Sam’s Club acquired a 6.5-acre property west of the I-15 on Amargosa Road and Key Pointe Avenue. As the first Sam’s Club in the Mojave River Valley, this acquisition represents a significant addition to the City’s growing retail landscape, enhancing the shopping experience for Hesperia’s residents and neighboring communities. Currently, the project is in the entitlement phase, with the City collaborating closely with Sam’s Club through the required approval processes. Once operational, the new Sam’s Club location will contribute to local job creation, increase sales tax revenue, and offer a variety of goods and services, further supporting Hesperia’s economic growth.
Building on the momentum of this growth, the Kiss Logistics Center is another major project that will enhance Hesperia’s economic landscape. This 655,468 square-foot manufacturing facility, planned west of Highway 395 near Phelan Road, will produce beauty products and create approximately 1,100 construction-related jobs. Once completed, it will bring over 620 permanent full-time jobs to the community, marking a significant investment in Hesperia’s economic future.
The City is grateful for the combined investments by Sam’s Club and Kiss Logistics, which underscore Hesperia’s growing reputation as a hub for business development. The City will continue to share updates on project milestones as these developments progress.
Learn more at cityofhesperia.us
MAYOR ELIZABETH BECERRA - VICTORVILLE
As we closed the final months of 2024, all of us at the City of Victorville were excited to celebrate a few important milestones.
December 2024 marked the oneyear anniversary of our Victorville Wellness Center, and I’m very happy to report that more than 100 people have graduated to permanent housing thanks to the supportive services we are offering at the Center.
On Dec. 4, we celebrated the 30th Anniversary of the Southern California Logistics Airport. It’s hard to believe it’s been 30 years since we established the Airport Authority and began our work to re-imagine the former George Air Force Base.
Thanks to hard work, ingenuity, and the support of our development partners, SCLA has emerged as a thriving industrial center and economic engine in our region that’s home to 4,500 jobs.
On Dec. 12, we hosted the ribbon cutting celebration of our new Animal Care and Adoption Center. This is our City’s first-ever animal shelter.
We jumped into action just over a year ago when we received only 30 days’ notice that our longtime animal shelter operator would cease operations. Our team quickly setup temporary shelter and pet adoption services in two existing City facilities and identified the site of the former Goodwill High School for our permanent operation.
We are very excited to bring this new center online to serve our Victorville community.
Windsor Antiques and Vintage Lifestyle by DXTR Co. - Opening Soon! (442) 800-5045
17455 Bear Valley Rd. Hesperia, CA 92345
Home Furnishings
03/31/2025
New Year’s
The practice of New Year’s resolutions might be one of our longest-running traditions. History credits the Babylonians with making the first annual resolutions each year as a part of a twelve-day ceremony. If they kept to their word (often, a promise to honor the new ruler and pay off their debts) they would be rewarded with good favor.
Four thousand years later, many of us are still resolving to make this year the one that we get out of debt, quit bad habits, and change our lives for the better. Unfortunately, failing to keep our New Year’s resolutions is almost as much of a tradition as making them. A study of holiday goal-setters reveals that just 19% of people keep even some of their resolutions, and only 7% keep all of them. Most people have given up or even forgotten their goals by February.
So if most people don’t even keep New Year’s resolutions, why bother making them? What’s kept people resolving to change for the last four thousand years? The fact is, life would be pretty sad and boring if we didn’t hope for anything new. Making goals is part of what keeps things i nteresting. And even when we don’t accomplish everything on the list, making goals is beneficial for you even when you don’t reach them. In fact, sometimes what we think of as failure actually teaches us resilience and helps us to grow in unexpected ways.
So yes, New Year’s resolutions work — even when you don’t keep them all. As the saying goes, “If you aim at nothing, you hit nothing.” Goal setting tends to help you build momentum and keep you more focused as you pursue personal growth. No matter what area you’re working on (or how many times you tried to tackle it in the past), you can make progress on your goals this year. And part of that means taking care of your best, most valuable asset — you. Here are some New Year’s resolution ideas that will help you grow personally, professionally, and everything in between.
DRINK MORE WATER
FIX YOUR SLEEP SCHEDULE
FIND A FITNESS PROGRAM
TRY A DIGITAL DETOX
MAKE TIME FOR LOVED ONES
START A MINDFULLNESS PRACTICE
IDENTIFY WHAT FILLS YOUR CUP
PRIORITIZE YOUR MENTAL HEALTH
TAKE AN INNER WORK DAY
WORK WITH A COACH
TAKE A CLASS
CREATE A 5-YEAR PLAN
ASK FOR FEEDBACK
RE-EVALUATE YOUR GOALS
GO SOMEWHERE NEW
TAKE A BREAK
BLOCK YOUR TIME
CANCEL A MEETING (COULD IT BE AN EMAIL INSTEAD?)
CLEAR OFF YOUR DESK
EXERCISE
MAKE ONE SMALL CHANGE
50 Resolution Ideas Cont.
DONATE TO A CAUSE
GIVE SOMETHING AWAY
BECOME A MENTOR RANDOM ACTS OF KINDNESS
TRY MORE HOME COOKING
TRY PLANT-BASED MEALS
PRACTICE MINDFUL EATING REDUCE SUGAR INTAKE PLAN AND PREP MEALS
CREATE A WEEKLY MEAL PLAN EXPLORE DIVERSE CUISINES
HOST A HEALTHY DINNER PARTY PRACTICE ACTIVE LISTENING
EXPRESS APPRECIATION REGULARLY
SCHEDULE QUALITY TIME SET RELATIONSHIP GOALS
LEARN A PARTNERS LOVE LANGUAGE ATTEND RELATIONS HIP WORKSHOPS/THERAPY WRITE LOVE LETTERS CREATE A BUCKET LIST PRACTICE BREATHING EXERCISES ESTABLISH A SELF-CARE ROUTINE SET REALISTIC EXPECTATIONS DELEGATE RESPONSIBILITIES PRIORITIZE “ME TIME” SET UP A CALMING SPACE
CREATE A BUDGET PRACTICE SAVING MONEY VOLUNTEER YOUR TIME
CHAMBER CALENDAR
JANUARY
Valley Morning Insight - Reservations Required *2nd Wednesday Victorville Conference Center 7:30am
Coffee Break Update - Reservations Required Via Zoom 9:00am
Ambassador Cmte. - Closed Meeting GHDCC - AV Office 12:00pm
Legislative Action Committee - Reservations Required Via Zoom 9:00am
Martin Luther King Jr. DayGHDCC Offices Closed
Coffee Break Choice Medical Group
7:00am
Coffee Break Choice Medical Group 7:00am
FEBRUARY MARCH
Valley Morning Insight - Reservations Required Victorville Conference Center 7:30am
Coffee Break Update - Reservations Required Via Zoom 9:00am
Ambassador Cmte. - Closed Meeting GHDCC - Location TBD 12:00pm No Coffee Break - President’s Day Weekend
Presidents’ DayGHDCC Offices Closed
Legislative Action Committee - Reservations Required Via Zoom 9:00am
Coffee Break Choice Medical Group 7:00am
Legal Shield Business Solutions - Terry Fitch
Paradise Family Realty, Inc. - Cassie Martin
Thompson Family Plumbing & Drain – Anthony Garcia
Steeno Design Studio, Inc. - Sophie Steeno
Mobile Occupational Services, Inc. - Ellie Millar
Fit-2-Clean – Brandi Lewis
Bellview Hospice Care, Inc. - Jessica Borzilleri
Citizens Business Bank - Teressa DeAtley
Top Cat - Topaz Hightower
TransFormNation Training & Development, LLC.Dr. Kenisha Williams
