IE Entrepreneur Jan 2015 Vol 1 Iss 1

V O L UM E 1 / I S S U E 1

J A N U A R Y 2015

IE ENTREPRENEUR

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T H E

M A G A Z I N E

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V I S I O N A R I E S

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I N N O VAT O R S

COVER STORY: Main Streets of the Inland Empire Heartbeat of Our Communities, Pulse of Our Cities First in a Series

Chef Joshua Juarez Executive Chef Mezcal Cantina y Cocina

INSIDE: Business Safety. Real Estate, World Commerce & the Small Business Owner

“To begin, begin.”

-William Wordsworth Poet, circa 1893

2

The writing's on the wall.

It's time to put your vision in motion.

Engage your business brain.™ Let's get you started.

™

businessbrain8@gmail.com

Volume 1 | Issue 1 | January 2015

Editorial M Malia Vincent-Finney CEO/Publisher/Editor-in-Chief Publisher.ieemag@gmail.com Mike R. Jackson, CPP, CSM Columnist/Staff Writer Mike.ieemag@gmail.com

Cover Story

Multicultural, Multifaceted Main Street, Riverside CA

Alexis Caparelli Columnist/Staff Writer

Kristine Specht Columnist Contributors Don Driftmier, CPA, CFO Noble House Entertainment LLC Dr. Imran Angelov Farooq, PhD, Director University of California, Riverside, Center for Economic Development & Innovation Joy Gendusa, Owner, CEO Postcard Mania Laura Gundy, Realtor Andrew Villalobos, Realtor Coldwell Banker Armstrong Properties Steve Lech, Author/Historian Sean Nealon, VP Business Development Continental Credit LLC Craig Thomson, Mortgage Banker Amerifirst Financial, Inc. U.S. Department of Commerce Commercial Services, Inland Empire Region Ontario Office Production Mario C. Maala Creative Director Andrew Ortiz-Castruita Photographer/ Video Production Infinity8Media Graphic Design/Website Design

IE Entrepreneur™ (ISSN pending) is published

by Infinity8Media™. All content contained herein is the intellectual property of Infinty8Media™, IE Entrepreneur™ and photographers and protected by copyright law. Reproductions of any content without express written permission is prohibited. Please direct all requests for reprints, story ideas, questions and comments to editor.ieemag@gmail.com.

Dancers Fernanda Rodriguez, 9, and Juliana Camacho, 12, from Tradicion Alegre, Moreno Valley performed during the Festival of Lights on Main Street.

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e cannot gauge a city's economic history and the success or failure of it's small businesses over time, without harkening back to its origins. Our feature cover story, Main Streets of the Inland Empire Heartbeat of Our Communities, Pulse of Our Cities, explores our region's beginnings and the visionaries and innovators who came, saw, and built the infrastructure on which our cities would stand and prosper or stagnate and perish. Our series begins in Riverside in 1870 with Riverside's Main Street, An Historical Perspective, written by Steve Lech, renown author and historian of Riverside County, and brings us to present-day, in A City Transformed, Riverside's Renaissance. ◙

Copyright©2015 All rights reserved.

Visit Us & Share https://ieemag.wordpres.com https://www.facebook.com/pages/IE-Entrepreneur/820992161276185 January 2015

Cover Shot: Executive Chef Joshua Juarez on location at Mezcal Cantina y Cocina, Main Street, Riverside, CA. Photo by Andrew Ortiz-Castruita IE ENTREPRENEUR | 3

contents

On the Inside

Small Business

7

Talking Points

By M Malia Vincent-Finney

19

Get Your (Rental) House in Order

By Don Driftmier, CPA

9

The Business Advocate

By Mike R. Jackson, CPP, CSM

20

The Truth About Credit Reports

By Sean Nealon, VP Business Development Continental Credit LLC

21

8 Questions to Ask About Your Newsletter

By Joy Gendusa, Founder/CEO PostCard Mania

11

As I See It

By Alexis Caparelli

13

Moms Minding Their Own Business

By Kristine Specht

Arts & Culture

Real Estate & the Economy

15

23

A Conversation With Bruce Norris: What to Expect in 2015

By Laura Gundy, Realtor, and Andrew Villalobos, Realtor Coldwell Banker Armstrong Properties

26

Economic & Real Estate Update

By Craig Thomson, Mortgage Banker Amerifirst Financial, Inc.

POMONA: Inland Empire Museum of Art: An Innovative Art Exhibit to Open at Millard Sheets Center for the Art

City News & Briefs

17

MURRIETA: Ambassador Encourages International Expansion of Murrieta Small Businesses

By M Malia Vincent-Finney

4 | IE ENTREPRENEUR

January 2015

contents

Feature Cover Story

Business Safety & Security

29

Riverside's Main Street – An Historical Perspective Special to the IEE

By Steve Lech, Author/Historian

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32

A City Transformed Riverside's Legacy & Renaissance

By M Malia Vincent-Finney

36

Something Sweet by SerinaSugar 'n Spice and Everything Nice

By M Malia Vincent-Finney

39

Chef Joshua Juarez – Colorful Cuisine Paints Mezcal Cantina y Cocina

By M Malia Vincent-Finney

Company Profiles

44

Chicago Pasta House Pizza The Proof is in the Pizza Pie!

By Alexis Caparelli

47

Sunnymead Animal HospitalAn Oasis of Refuge in the Heart of the City

By Mike R. Jackson, CPP, CSM

January 2015

'Tis Always the Season for Thievin' Theft in all its forms is a year-round threat

By Mike R. Jackson, CPP, CSM

Workforce Development

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Inland Empire Comes of Age in Global Commerce

By Dr. I. Angelov Farooq, PhD, Director University of California, Riverside, Center for Economic Development & Innovation

It's a Wrap

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Seth Thomas Clock on Main Street Photography by Andrew Ortiz-Castruita

Coming Next Month Cover Story: New Year, New Business!

Franchising 101: I Want One of Those!

Exporting: How to Grow Your Business Greening the IE: The Global Mission of SolarMax Technology, and much more

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talking points

Love what you do.

It is the "aha" moment. When the stars align, the light bulb illuminates, when you become single-minded in purpose and can only think of one thing - an idea, a process, a recipe, a product. You mull about it day and night, night and day. You "see" the outcome. And it is all very good, indeed.

M Malia Vincent-Finney

Do you remember that moment? Chances are you are having one as you read this.

Maybe the light has gotten stronger and brighter and you know this is it! This is your time to get it done!

IE Entrepreneur was born from an aha moment. Not just another business journal, IEE celebrates the independent nature and enterprising spirit of the Inland Empire’s small business owners and innovators, the lifeblood of our communities.

We examine how the infrastructure of our communities were built and the people who sustain that foundation today. Like performing a market analysis, we cannot gauge the success or failure of business today without harkening back to the origin of things. In this case, the early founders who were the region's visionaries and innovators, who came, saw and built the foundation on which our cities and communities would stand and prosper or stagnate and perish.

And so it is fitting, our cover story, Main Streets of the Inland Empire, Heartbeat of Our Communities, Pulse of Our Cities, begins our journey as we explore our region from two perspectives – then and now. We explore how the infrastructure of our communities were built and the people who carry on that business today. Steve Lech, author and historian of Riverside County, tells the story of Riverside's early entrepreneurs in Riverside's Main Street, An Historic Perspective. We bring the story to present-day in A City Transformed, Riverside's Renaissance.

We had the pleasure of meeting and interviewing two innovators who are new to Main Street - creatively innovative Chef Joshua Juarez, executive chef for newcomer, Mezcal Cantina y Cocina, opened by the MGuire Restaurant Group 10 months ago.

And Serina Newborg, owner of Something Sweet by Serina, a bakery of delicious and delectable cupcakes and sweets, that opened last February.

Everywhere you look, everywhere you go, and most likely, everything you do in your daily life, will involve a business owned and operated by an entrepreneur. We acknowledge and support our region’s visionaries and innovators in arts and culture; business; education; export; film and music; finance; government; healthcare and wellness; hospitality; nonprofit; real estate; retail; technology; workforce development; and everything in between.

Our mission is to promote our region and the talent and innovation that makes it great; to educate, inform, entertain, inspire and transform visions into reality through the stories, opportunities, news, and insightful expert information.

Our staff writers, production team and contributors are as diverse in their education, experience and fields of expertise as are the small businesses and entrepreneurs about which we write.

Continued next page

January 2015

IE ENTREPRENEUR | 7

talking points

I love what I do! Fernanda Rodriguez and Julianna Camacho, dancers with Tradicion Alegre, take a break at the Festival of Lights for our Main Street story. Photo by Andrew Ortiz-Castruita.

We welcome Joy Gendusa, owner, CEO of PostcardMania, a maven of direct mail marketing who shares her experience and guidance. Once a business is operating, there are steps to take to insure its operations and employees are protected. Our certified safety and security specialist, Mike R Jackson, CPP, CSM, offers advice to owners on asset protection and personal safety in 'Tis Still the Season for Thievin, advice that applies year-round, not just during the seasonal holidays.

On the flipside of the entrepreneur coin, are those who live with us and support our work. Kristine Specht gives her insider's view in Moms Minding Their Own Business.

Alexis Caparelli provides the Millenial perspective on social media and gives us a restaurant review of Chicago Pasta House, on a community institution.

Oftentimes people do not think about the role, and influence, real estate trends play in shaping our regional and local economies. Realtors, Laura Gundy and Andrew Villalobos, give us insight from Bruce Norris, of The Norris Group. Craig Thomson fills us in on economic trends tied to the real estate market. Sean Nealon lends credit advice, important to us all. Don Driftmier, CPA, assists investors on how to prepare their 2014 records for tax time.

The building of a city and its subsequent sustained growth, depends on planning, strategy and successful implementation of said plans and strategy. Dr Imran Angelov Farooq, PhD, offers is insight on how education and workforce development are essential for the region to remain competitive in the global market. News from the U.S. Department of Commerce in Ontario, provides options for small business owners to explore expansion abroad for their product and service

IE Entrepreneur is a testament to what results when great minds come together for a single purpose that benefits all!

Malia

8 | IE ENTREPRENEUR

January 2015

the business advocate

Enduring Business Spirit Our Entrepreneurial Drive

I

Mike R. Jackson, CPP, CSM

nspiration for building a business came from the entrepreneurial spirit of a man who managed his own businesses in the 1960’s. He was not without disappointments along the way but weathered through them. Today, semi-retired and working part time, he is still a successful business owner, driven by satisfaction of what he has built for his family.

With more national corporations moving into our neighborhood, entrepreneurs find little fanfare for their own ventures, minimizing their success. The climate for creating a business is ripe in the Inland Empire for our multicultural, seasoned workforce; growing business development potential thrives. This is the time for entrepreneurial spirit to embolden themselves and take that step of faith.

Entrepreneurs today have to be realist, recognizing disappointment or failures as a component of future success. These interruptions, a hard pill to swallow, are a valuable education to understanding what we do not want to repeat.

Minimizing our failures means candid evaluation of what and how we operate.

Commonly an internal appraisal, but an external evaluation can benefit using fresh eyes. Businesses do not operate the same even when they have identical structures. All businesses are unique, therefore, a unique perspective helps.

The Inland Empire has one of the largest and fastest developing business communities in California. We have overcome numerous challenges along the way, demonstrating our enduring business spirit.

IE Entrepreneur is here to witness the entrepreneurial success of Inland Empire businesses. This publication is a resource for current and developing business information, with insights to help the productivity of your business, enhancing your entrepreneurial spirit, as an advocate for your success. ◙

Left: Grandfather Maurice “Morris” Jackson. Right: Dad, Maurice Richard “Dick” Jackson with Grandmother, Theresa M. FioredalenoJackson, in Grand Rapids MI, on January 1, 1966. Photos courtesy Mike R. Jackson

January 2015

IE ENTREPRENEUR | 9

“A B C 1 2 3 * ? ”

Good try. Think a password can protect your files? Well, guess what?

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You've worked hard to get where you are. Protect yourself. Protect your .business. We can show you how.

Call us for a free initial consultation. Let us keep your business safe and secure. Call Mike Jackson at (951) 990-9539 today.

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Solutions for Protecting Your Business™

this is how i see it

Social Media Friend or Foe?

S

Alexis Caparelli

January 2015

tatistically speaking, Facebook has 1.3 billion active users, and 159 million reside in the United States, with California being the most "social state" at 15,267,160 (41% of the state) users, it is no wonder why we see so many people constantly preoccupied on their phone, laptop, or tablet.

But what does Facebook have to offer? For many people, it can be a means of free communication with family members or "friends", near or far. For many small businesses, it can offer free marketing along with networking and promoting future events or current events, for free. For several people, it can also become a public journal, where one can express their thoughts, feelings, opinions/facts, and even frustrations. It can also be a great tool to meet other people in your area, which could lead to potential relationships...?

Now for some cons. Although Facebook has several pros, some of the cons can be questioning. Did you know that in the first six months of the year 2013, Facebook released certain accounts that the government requested? In the United States, 12,000 requests were made for 21,000 accounts making the United States number 1 in the top 10 governments to request information from Facebook. India came in at 2nd with 3,245 requests for 4,144 accounts and the United Kingdom came in at 3rd with 1975 requests for 2,337 accounts.

Besides the sharing of personal information of certain users, social media can cause a lot of dishonesty, cyber arguing and bullying, and a lot of misleading information being shared. If you participate in different social media websites, be cautious of what you share or read. Do some extra research if it is some type of article, and remember, not everyone you "meet" online is who they say they may be.

If it seems sketchy, it probably is.

So, is social media a friend or foe? That is entirely up to how you use it. â—™

IE ENTREPRENEUR | 11

moms minding their own business

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Merge Gracefully

Wife, Mom, Caretaker, Business Partner

By Kristine Specht

January 2015

hen you are a working mother who also manages a small family owned company, you are a mom who minds her own business! Along with the many challenges a small business brings, balancing out all the other wonderful facets of life without costly sacrifices to the business or family is a graceful dance.

How do you bring the support and encouragement to the business and to the family? How do you manage your home with love and discipline? How do you manage to fit in “me” time in spite of the gravitational pull from every which direction? As the wife of a small business owner, I will share my experiences to bring inspiration and encouragement to you, Mom, the business partner, the caretaker, the wife, and every other special role that each of us fills as a woman. As a wife, I take on the role of manager, not only of the household, but of the business. It's my important role to have a checklist for my husband to help him organize his thoughts once we both enter the busy intersection of home life. We check in with each other to be sure we can merge into the same lane without crashing or colliding,where we can gracefully come to the same speed, moving together without road rage!

In her taped interviews, Jackie Kennedy said after JFK’s death, “…a supportive life partner can propel you professionally and make life richer and more meaningful.” Being supportive during the first home check-in after a long day is my favorite way of merging gracefully. You can create a little ritual of your own that gratifies the soul of the family, a graceful dance that brings together of all the moments that make beautiful memories you and your family can carry forward. ◙

IE ENTREPRENEUR | 13

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CITY NEWS - ARTS & CULTURE

An Innovative Art Exhibit to Open in Pomona in April Inland Empire Museum of Art will unveil its Young Eyes Gallery at the Millard Sheets Center at Fairplex, Pomona POMONA – Children young and old are invited to the Young Eyes Gallery Exhibit at the Millard Sheets Center for the Arts at Fairplex, Pomona, on April 12th, 2015.

“The work will be more whimsical in nature, yet still capture the magic of creation and be an inspiration to all viewers,” said Gene Sasse, founder and CEO of the Inland Empire Museum of Art based in Upland.

“This special exhibit space will introduce art - and all it has to offer to those young and old alike, and feature work that will appeal to the child in all of us,” Sasse said.

The Young Eyes Gallery is part of a larger exhibition at the Contemporary Art from California’s Inland Empire & Beyond exhibition Exhibit Opens April 12th, 2015 Millard Sheets Center for the Arts Fairlex 1101 W. McKinley Avenue Pomona, CA 91768 For information Email: info@iearts.org Or Contact Gene Sasse at (909) 9413993

Above: Shovel Birds, steel sculpture by Dan Ramero, artist.

Right: Totem, glass sculpture, by Lesile Codina, artist.

January 2015

IE ENTREPRENEUR | 15

CITY NEWS – EXPORT TRADE

L to R: Outgoing CEIDEC President Rick Gibbs, outgoing CEIDEC president; Fred Latuperissa, director, U.S. Department of Commerce, Commercial Services, Inland Empire; and Ambassador Vinai Thummalapally, Executive Director, SelectUSA in the City Council chambers, City of Murrieta. Photo by Andrew Ortiz-Castruita

Ambassador Encourages International Expansion of Murrieta Small Businesses

By M Malia Vincent-Finney The City Council Chambers was the venue for a recent visit of the executive director of SelectUSA, Ambassador Vinai Thummalapally, to the City of Murrieta. Small business owners, tribal members from the Cabazon Band of Mission Indians, Indio, elected officials, members of the school board, and members of the California-Inland Empire District Export Council were in attendance.

The meeting opened with a welcome by Mayor Harry Ramos. Local manufacturer, Chris Kuran, incoming CIEDEC president. is an exporter and the founder/CEO of Waterstone Manufacturing. A presentation by Murrieta City Councilman Rick Gibbs, provided an overview of Murrieta's economic and international business development strategies over recent years. Gibbs is also the outgoing CIEDEC president.

Ambassador Thummalapally was introduced by Fred Latuperissa, Regional Director, U.S. Department of ComJanuary 2015

merce, Commercial Services, in Ontario. In a recent report, the USDOC confirmed foreign direct investment into the U.S. and its territories increased from $160 billion in 2012 to $187.5 billion in 2013. Further, Americanowned businesses that are “expanding facilities, adding new facilities, or bringing back jobs from abroad invest hundreds of billions more dollars in the United States.”

SelectUSA offers businesses federal programs and incentives to grow their companies through export assistance as well as attract foreign investment domestically through financing programs, technical assistance, supplier development, sustainability, and workforce development.

As executive director, the Ambassador's job is to act as liaison between the federal government and businesses to learn how the government can assist US businesses in attracting investment.

Continued on the next page I E ENTREPRENEUR | 17

CITY NEWS – EXPORT TRADE

Continued from previous page

Attendees were able to talk informally with the Ambassador regarding their particular company or to ask questions. A question arose regarding an application to establish a foreign trade zone. The application had been submitted last February, but no response had yet been received. The Ambassador was able to get answers from the Port of Los Angeles. He explained it is the minutiae that he is determined to cut through. The process works, but is extremely slow.

“Government in Washington does not think one year is very slow, “ said the Ambassador. “That's the problem, that's the discrepancy. So the prevailing views in the business community is they do not see how government can be helpful.”

“I am only here to listen, learn and be able to see what value we can provide to you and address those needs,” the Ambassador said. “I am here to be responsive to your needs. “For example, somebody asked me how large of an investment does the investment have to be to receive SelectUSA services.”

The Ambassador cited an example of a pharmaceutical research company that he has been working with for nine months. The company is not receiving domestic support from their government and is seeking FDA approval from the United States government, for a drug to cure HIV. Clinical trials have been conducted in San Francisco and two patients are in remission, claim to be cured.. Five more await clinical trials NIH in Maryland, Johns Hopkins and USAID research arm. are also on board.

“My point is they haven't invested a single penny,”.the Ambassador said. “It may never be a large investment, it may never mean a number of jobs. But can you imagine a world with a cure for HIV? Can you imagine? Yes, it is about jobs, absolutely. That's the core of what SelectUSA is about. More importantly, it's about ideas. It's about somebody in this ecosystem coming up with something, it could be an app, or something that could be developed to change people lives here and on the rest of the planet.”

Ambassador Thummalapally is originally from Hyderabad, India. He came to Southern California to attend California State University, Northridge, where he earned a bachelors in engineering.

The Murrieta City Council entered into a Memorandum of Understanding (MOU) with the USDOC to collaborate and promote export development. Several local businesses currently export. The City of Murrieta's City Council is already an active member of the California Inland Empire Export District Council (CIEDEC). It is the only city in Riverside County that has a seat on the board of directors of the World Trade Center San Diego. The WTC recently opened a local office at the Crossroads Corporate Center on Hancock Avenue.

Murrieta has designed its economic development strategy to include a global focus. This focus encourages locally based businesses to explore and grow their service and product distribution to include overseas markets. The City Council opened the International Business Center (IBC) with the intention of growing the regional economy by fostering international relationships with foreign investors. Murrieta has hosted numerous delegations from abroad including Kenya, Iraq, Vietnam, Indonesia, Singapore, Malaysia, China, and others. ◙ 18 | IE ENTREPRENEUR

Top to Bottom: Ambassador Thummalapally addressing the attendees; Mayor Ramos presents the Ambassador with a certificate of appreciation; the Ambassador speaks with local business owner, David Bertolini; USDOC director, Fred Latuperissa speaks with a representative from Senator Ken Calvert. Photos by Andrew Ortiz-Castruita

January 2015

SMALL BUSINESS RECORDKEEPING SMALL BUSINESS RECORDKEEPING

Get Your (Rental) House in Order Real estate investors who are small business owners prepare your records for the tax man who will cometh

By Don Driftmier, CPA The end of the year has come and gone and another dreaded income tax filing is not so far in the distant future. There are a number of record keeping and related activities that should be accomplished before December 31, 2014 regarding rental real estate, both residential and commercial.

This article is not designed to be all inclusive as individual circumstances differ widely. Any questions that this article may raise should be discussed with your CPA or other tax advisor.

Some records should be kept current and filed in an easily accessible place. These would include the original closing escrow documents for the purchase, sometimes called a settlement document.

January 2015

Also included would be refinancing escrow documents if any and the invoices for any “capital” improvements such as landscaping, swimming pool, etc. These are documents you will need when the time comes to sell the real estate. The deed would also be a part of this package of documents. These documents are special and not to be filed with the annual income and expense documents that back up your tax return numbers.

I like to see separate bank accounts and accounting records for each rental real estate venue. A current and well written lease/rental agreement should also be on file for each venue. This document will outline the terms of the agreement and the responsibilities of the leasee and lessor. Since this tends to be a binding legal document, a visit with your attorney might be worthwhile.

If you use a real estate management company to “take care” of your rental real estate day to day operations, the management agreement/contract should be fully understood to see where liability falls. Good record keeping is imperative regardless of who is doing the day to day operations. Invoices should be kept for all expenses.

If the rental real estate is part of an association, the covenants of that association dealing with rentals must be addressed. The owners and not the renters will most likely be the responsible party for association issues.

There are a number of tax issues involved with both residential and commercial real estate investments owned by individual tax payers as opposed to partnerships and Limited Liability Companies (LLC’s). Limitations on real estate losses, passive vs active activity, tax-free exchanges to name a few of the issues surrounding rental real estate that will be addressed by your CPA or other tax advisor. ◙ IE ENTREPRENEUR | 19

YOU & YOUR CREDIT

The Truth About Credit Reports Be aware of inaccurate reporting

By Sean Nealon, VP Business Development Continental Credit LLC

I

t is no secret that Credit Reports are riddled with erroneous information. A study conducted in 2004 from a US Public Interest Research Group revealed that nearly 80% of all consumer credit reports contain errors! A staggering number when you consider just how important a credit report is in many aspects of your life. Employers are turning down potential job applicants due to credit issues, banks are declining folks for loans, automotive lenders are charging extremely high interest rates based on the information on your credit report.

The Fair Credit Reporting Act is very specific when it comes to the criteria that must be met by creditors who are reporting information to the credit bureaus, if the item doesn’t meet this criteria then the item can be DELETED from the credit report.

Here are a few other eye-opening figures.

- 90% of all Bankruptcies report inaccurately, hindering a person’s ability to re-establish credit effectively.

- 60% of all collections are reporting erroneously, and can thus be REMOVED from a credit report.

- 30% of ALL accounts on credit reports are reporting inaccurately.

- Most people don’t monitor their credit and don’t find out about inaccuracies until they are declined by a lender because of them!

Preventative Action Can Forestall Negative Surprises If you were part of the Target hack, as I was, you were offered a free year of credit monitoring. As a small business owner, it is good practice to keep tabs on what the credit reporting bureaus have in your file before a creditor tells you your confidential data has been compromised. Errors in reporting can lead to derogatory reporting that will adversely affect your FICO score. Identity theft is also a big problem. If you are a sole proprietor, it is even more important to know what is being reported as your personal credit score is what will determine your creditworthiness, highly important if you are seeking credit lines for your business.

To obtain your free annual credit report visit www.creditkarma.com or www.freecreditreport.com Or contact the Credit Reporting Agencies (CRA) directly: Experian.com, Transunion.com, Equifax.com

Every credit report and situation is different, and will require a different strategy to get inaccuracies removed from their report. Continental Credit has a great track record of working with the credit bureaus on our clients behalf to clean up any issues as quickly and effectively as possible. Please, if you have any questions at all about credit reporting accuracy, do not hesitate to contact me directly at 303-495-3244 or send me an email at sean@continentalcreditllc.com.

20 | IE ENTREPRENEUR

January 2015

SMALL BUSINESS MARKETING

8 Questions to Ask About Your Email Newsletter

By Joy Gendusa

E

mail newsletters are a great marketing tool for small businesses.

Want proof ?

In 2007, MarketingSherpa published a ConAgra Foods case study illustrating 34.25 percent more product sales from consumers who subscribed to email newsletters vs. non-subscribers.

Email is still an incredibly popular form of communication, even in the age of social media.

Using an email newsletter to get consistent brand exposure to quality prospects and current customers is a proven way to bring in more revenue for your company.

During my 20 years in marketing, I have learned there are great marketing newsletters ‌ and there are bad marketing newsletters.

If you want to create a great one (of course you do), you have to ask yourself eight questions ‌

1. Are You Sending Your Newsletter on a Consistent Schedule?

The idea of a newsletter is to send it out repeatedly. Now, how frequently you send your newsletters is up to you; it will depend on your industry. Some industries need a weekly newsletter to keep prospects and customers up to speed on what they offer. Some will be fine with monthly or quarterly newsletters. That's a choice you need to make based on your situation. However, no matter how frequently you send out your e-newsletter, it needs to be sent on a consistent schedule. The average American gets right around 100 emails a day. That's kind of a lot. If your newsletter is coming in every now and then, and subscribers don't have an expectation of when it's arriving, there's a good chance it will get lost in their flooded inboxes. If you choose a monthly schedule, send it out on the first Friday of every month, or the last Monday of every month, etc. Just make it consistent. Your subscribers need to be able to predict when your emails will come in. That way they can keep an eye out for them, and the newsletters can do what they are designed to do.

2. Do You Know Exactly Who You Are Targeting With Your Newsletter?

You need to know who is going to be seeing your newsletter. If you don't know, you can't give them relevant information. It will all be generalized and diluted, which subscribers won't stick around long enough to read. When you target a specific group, like "new prospects" or "current customers," you can tailor your newsletter to give them the information that is most compelling to them. You can also choose relevant special offers, which will be more effective at generating monetary results from your newsletter.

3. Is Your Newsletter Content Subscriber-Focused and Filled with Information to Help Them in Their Everyday Lives?

When you know whom you are targeting, you can provide them with the right content. What kind of content is that exactly? The answer is any content that offers real, actionable information geared toward helping readers improve their lives. Give them industry insights or tips from your particular expertise. Landscapers can teach subscribers the difference between seasonal and perennial flowers. Dentists should tell subscribers about the safest tooth-whitening techniques.

This is the kind of content that makes subscribers anxious to see your next newsletter. They'll read them more thoroughly, and they'll share them with others, which brings you even more leads and revenue-generating opportunities.

4. Are You Continually Adding New Subscribers?

Targeting a specific group of people isn't the same as targeting a small number of people.

The more subscribers you have, the better your results will be. You should be constantly adding new subscribers to your "new prospects" newsletter, and the same goes for adding new customers to your Continued on next page

January 2015

I E ENTREPRENEUR | 21

SMALL BUSINESS MARKETING

Here are a few examples of great email newsletter content: Jewelers: "Maintaining the Shine on Your Gold and Silver Jewelry" Landscapers: "Why Are All My Flowers Dying? How to Balance Seasonal and Perennial Flowers to Keep Your Garden in Bloom Year-Round” Dentists: "America's MostWanted Teeth Staining Culprits"

Are you answering "yes" to all eight of the questions? If not, you're email newsletter could be generating better results for your company.

Here's an action plan to maximize your email newsletter:Here's an action plan to maximize your email newsletter: ▪ Set a schedule you can stick to consistently with your email newsletter.

▪ Define your target audience (unconverted prospects, current customer, prospects who would be interested in a particular product or service, etc.)

▪ Brainstorm a list of content ideas to write about in your upcoming newsletters.

▪ Add all leads into your newsletter email database.

▪ Make sure your newsletters include the important components we discussed (Company News, Contact Info, Website Links, etc.)

Joy Gendusa is the owner/CEO of direct mail marketing firm, Postcard Mania, based in Clearwater, FL. You can reach her at joy.gendusa@postcardmania.com 22 | IE ENTREPRENEUR

in-house customer newsletter. Create an email database for each targeted newsletter group.

First, you have to take all of the prospects and leads you already have and put them into your prospective customer email database. Move your client list into your current customer email database. Each new customer you get goes right in that database. You can generate new prospects by adding a newsletter subscription form to your website. If website visitors like what they see, they can subscribe to your newsletter to learn more. This is the best way to continually expand your marketing reach and turn more prospects into customers.

5. Do You Include a 'Company News and Updates' Section in Your Newsletter?

It's a good idea to create a section in your newsletter for company news, announcements, updates, etc. According to a study by the Nielsen Norman group, 60 percent of email newsletter users rate a company news section as "valuable content." That means 60 percent of newsletter users are making more money when they include this section than they do when it is absent. I don't know about you, but I like to come down on the side of more money. This section keeps subscribers connected to your company. They know the latest news. They hear about new products and services. You can promote upcoming events.

When prospects and customers feel connected to a company, they are more likely to buy from them—plain and simple.

6. Does Your Newsletter Have Special Offers and Incentives in It? Subscribers love discounts and special offers. People in general like discounts and special offers. Give the people what they want. Offering "exclusive discounts" and "subscriber-only special offers" gives prospects a reason to subscribe and gives subscribers a reason to keep reading each new email you send them. Email newsletters produce results by providing repeated brand exposure and pointing subscribers to your website. You can accomplish both of these goals more effectively by including special incentives to your newsletter subscribers.

7. Are You Including Links to Your Website in Each Newsletter?

As I just mentioned briefly, your email newsletter is trying to accomplish two goals: • Offering valuable content to encourage brand exposure through loyal reading.

• Driving traffic to your website.

You want to send your subscribers to your website as often as possible, because that's where they can schedule appointments, get estimates, fill out contact forms, etc. That's where you can turn prospects into customers or generate more sales from your current customers. All you have to do is look through the topic you are discussing in each newsletter, and find opportunities to add a link to a specific product page or a custom-made landing page. The more opportunities you give your subscribers to visit your website, the more chances you have to generate revenue. So make it happen.

8. Do Your Newsletters Have Ample Contact Information to Give Subscribers Opportunities to Connect With Your Company?

You need lots of links to generate online leads and sales. You also need to include as much contact information as possible to give your subscribers opportunities to connect in other ways. Provide your phone number, mailing address (if you have one), email address, website, social media links, etc. There are so many ways to connect with your prospects and customers these days. Make them work for you, so your e-newsletter can produce real, tangible results for your company.

January 2015

I love when they tell me I can't do something.

Don't you?

Engage your business brain.™

™ businessbrain8@gmail.com

REAL ESTATE & THE ECONOMY

A Conversation With Bruce Norris

By Laura Gundy & Andrew Villalobos, Realtors

Bruce Norris is the CEO of The Norris Group based in Corona CA. He gained notoriety from his report, The California Comeback, in 1997; its accuracy led many Californians to financial freedom. In 2006, his report, The California Crash, accurately predicted the California market correction of 2008. He frequently meets with government officials, high ranking representatives of the major lending institutions and leading economists nationwide.

When Norris presented his forecast to a gathering of realtors in Murrieta last September, his news was mixed. All data pointed to the California 2014 market surpassing that of the previous year.

While the Inland Empire is nearly void of bank-owned, or REO, properties, short sales have seen a major decline, and more homeowners have real equity in their homes than ever before, the market did live up to the strength it should have had, and he was surprised. Bruce said that although many economists pointed to affordability and student loan debt, it really has to do with the human element of real estate transactions and how emotions often don’t make sense. This is why, he said, raw data needs to be interpreted with the human element in mind.

For example, historically, when prices increase and affordability goes down, the volume of sales actually goes up! Another factor is lenders feel more inclined to

facilitate the already existing desire people have to own homes. In other words, when things are good, everyone wants a piece of the action. On a positive note, lenders should begin to loosen their strict guide-lines and regulations in the coming year.

“Raw data needs to be interpreted with the human element in mind.”

“There have been rumors of the loosening of lending standards.” said Norris, “as well as a new system in which they calculate credit scores, and a possible return of the “Zero Down” loan program."

He believes policymakers understand the negative effect their policies have had on real estate and the economy. He believes that through 2015 we should see policies repealed and revised to stimulate the real estate industry.

Norris is an active investor, hard money lender and real estate educator with over 30 years in the industry.

He is renown for his ability to forecast long-term real estate market trends. ◙

Laura Gundy, BRE#01012678 Realtor Associate- Residential/Commercial Cell: 951.204.5202 Fax: 951.682.5258 Laura.Gundy@ColdwellBanker.com www.cbarmstrongproperties.com 6809 Brockton Avenue, Riverside CA 92506 Realtor Since 1988 24 | IE ENTREPRENEUR

Member National Association of Realtors, California Association of Realtors, Inland Valleys Association of Realtors

January 2015

Make Your Dream Home Your Reality My team has worked with local home buyers in the Inland Empire for over 27 years. As a local business, we make it a priority to understand the mortgage needs of our communities and provide Craig Thomson Mortgage Banker NMLS#237679 Cell: (951) 347-0701 CraigT@amerifirst.us

4210 Riverwalk Parkway Suite 120 Riverside CA 92505 Office: (951) 335-8133 Fax: (951) 900-7004 www.amerifirst.us

AmeriFirst Financial, Inc., 1550 E. McKellips Road, Suite 117, Mesa, AZ 85203 (NMLS # 145368). 1-877-276-1974. Copyright 2014. All Rights Reserved. This is not an offer to enter into an agreement. Not all customers will qualify. Information, rates, and programs are subject to change without prior notice. All products are subject to credit and property approval. Not all products are available in all states or for all loan amounts. Other restrictions and limitations apply.

License Information: CA: Licensed by The Department of Business Oversight under the California Residential Mortgage Lending Act.

custom solutions!

Call today to learn about our $10,000 loan approval commitment. We put up $10,000 to assure both the buyer and seller that the loan will close!

Live the Dream.

REAL ESTATE & THE ECONOMY

Where Do We Go From Here?

Federal Reserve Board expected to raise short-term interest rates early in 2015

By Craig Thomson, Mortgage Banker Things were supposed to get quiet as the holidays approached. But we had nothing but noise.

It seemed as if the markets were on a roller coaster. For example, the Dow was at 16,321 on October 13 and by December 5, it closed over 17,950.

By December 16 the Dow had fallen to below 17,100 and a few days later it was up over 18,000. Meanwhile oil prices and interest rates were just as volatile. The precipitous drop in the price of oil has been discussed previously as the move has brought the price down close to 50% in just over a year.

Interest rates have moved significantly in the past few months due to two major factors. Stronger job growth has convinced the markets the Federal Reserve Board will raise short-term interest rates early in 2015.

Stronger job growth has convinced the markets that the Federal Reserve Board will raise shortterm interest rates during the first part of the year.

26 | IE ENTREPRENEUR

Slower growth overseas and lower oil prices have contributed to a drop in long-term rates, including rates on home loans. Long-term rates have drifted when the stock market experienced their downturns and the drop in oil prices, but there has been a lot of volatility on the way. Short-term interest rates have risen steadily in anticipation of action by the Fed. So where do we go from here? The fact that short-term rates rose while long-term rates fell in 2014 demonstrates an interesting point. Just because the Federal Reserve Board raises rates, it does not mean rates on home loans will be rising. The Fed directly controls short-term rates, but not long-term rates, though they have significant influence. If the markets perceive the Fed is raising short-term rates in direct response to the threat of inflation caused by a stronger economy, it is likely long-term rates will also rise. If the markets feel the Fed is raising short-term rates at a time when the economic recovery is still in question, the move in mortgage rates may not be as strong. Continued next page January 2015

REAL ESTATE & THE ECONOMY

Data Shows More Millennials Are Buying Older Homes Millennials are showing more practicality than pizzazz that are smaller, older, and less expensive, according to a report by the National Association of Home Builders that analyzes newly released 2013 American Housing Survey data. They don't tend to gravitate toward new homes. Less than 9 percent of Millennial home buyers purchased a new home compared to 12 percent of older home buyers. More than two-thirds of Millennial buyers purchased a single-family detached home, but Millennials are more likely to consider condos as well.

Nearly 9 percent of Millennial home buyers purchased a multifamily condo compared to less than 6 percent of older home buyers. Since this is often their first time entering home ownership, Millennials focus on lower price ranges. Half of all homes purchased by Millennials cost less than $148,500. Therefore, the homes tended tobe smaller, averaging less then 1,650 square feet.

Millennials were surveyed and cited financial reasons as one of the biggest influences when home shopping.

Millennials also carefully consider location, and are more likely to pay attention to commute times and being near good schools, the survey found. Source: NAHB

Fannie Mae Projects Rise in Consumer Spending According to Fannie Mae’s latest report from its Economic & Strategic Research Group, Chief Economist, Doug Duncan, says economists expect the fourth quarter of this year to be weaker than the third quarter, but doesn't see it as a sign of overall weakness.

He said although real consumer spending growth was disappointing, it appeared poised to accelerate in November due to a significant jump in auto sales and a likely pick-up in home heating costs. “The decrease in oil prices certainly may support consumer spending over time,” Duncan said, “particularly now during the holiday shopping season, as well as hold down inflation as a potential benefit to consumption.” Fannie Mae upgraded its forecast for 2015 from a projected 2.5 percent growth in the economy to 2.7 percent.

"Similarly, the housing market is likely to continue its gradual climb upward next year after a subpar 2014," said Duncan. For all of 2015, Fannie Mae economists project that total housing starts will rise by about 22 percent and total home sales will increase by about 5 percent. Source: Fannie Mae January 2015

WEEKLY INTEREST RATE OVERVIEW THE MARKETS: Fixed rates on home loans trended upward, but remained close to their lowest levels of the year in the past week. Freddie Mac announced for the week ending December 24, 30-year fixed rates rose to 3.83% from 3.80% the week before. The average for 15-year loans increased one tick to 3.10%. Adjustables were also higher, with the average for one-year adjustables increasing to 2.39% and five-year adjustables rising to 3.01%. A year ago, 30-year fixed rates were at 4.48%, which continues to be over 0.5% higher than today's levels. Attributed to Frank Nothaft, vice president and chief economist, Freddie Mac -- "Rates on home loans were up slightly following a week of mixed economic releases. Existing home sales were down 6.1 percent in November to annual rate of 4.93 million units, below economists' expectations. New home sales fell 1.6 percent last month to an annual rate of 438,000, also below expectations. Meanwhile, the third quarter real GDP was revised sharply higher to 5.0 percent according to the final estimate released by the Bureau of Economic Analysis."

Rates indicated do not include fees and points and are provided for evidence of trends only. They should not be used for comparison purposes.

Current Indices For Adjustable Rate Mortgages Updated December 26, 2014

Daily Value

Monthly Value

Dec 23

Nov2014

6-mon Treasury Security

0.14%

0.07%

1-yr Treasury Security

0.26%

0.13%

3-yr Treasury Security

1.17%

0.96%

5-yr Treasury Security

1.76%

1.62%

10-yr Treasury Security

2.26%

2.33%

12-month LIBOR

0.562% (Nov)

12-mon MTA

0.114% (Nov)

11th District Cost of Funds

0.671% (Oct)

Prime Rate

3.25%

AmeriFirst Financial, Inc., 1550 E. McKellips Road, Suite 117, Mesa, AZ 85203 (NMLS # 145368). 1-877-276-1974. Copyright 2014. All Rights Reserved. This is not an offer to enter into an agreement. Not all customers will qualify. Information, rates, and programs are subject to change without prior notice. All products are subject to credit and property approval. Not all products are available in all states or for all loan amounts. Other restrictions and limitations apply. License Information: CA: Licensed by The Department of Business Oversight under the California Residential Mortgage Lending Act.

Craig Thomson (NMLS#237679) Cell: (951) 347-0701 / CraigT@amerifirst.us www.amerifirst.us IE ENTREPRENEUR | 27

Feature Cover Story

Main Street taken from Eighth Street, 1883

A bicycle parade Main Street

Main Street welcome arch, 1895

Eighth Street, circa 1900

President Benjamin Harrison in a parade, April 23, 1891

Taken from SW corner, Eighth and Main, 1890

Main Street, circa 1875

Man Street, circa 1900

Learn more about historic Main Street. Visit Calisphere, University of California, Riverside, Special Collections and Archives at http://www.calisphere.universityofcalifornia.edu

Feature Cover Story



Main Street.

The name seems to say it all. It is (usually) the main thoroughfare of a given town, where businesses, public entities, and other uses come together to make up the core of the city.

Although Riverside’s Main Street seems nowadays to be only a side street, it’s history shows otherwise.

When Riverside was originally laid out in 1870, it was done in a milesquare grid pattern that was very typical of new towns at the time.

Streets running east to west were numbered 1 through 14. The cross streets

By Steve Lech, Author, Historian Special to the IEE

running north-south were mostly named for trees. This was a way of advertising that was adopted by many towns in Southern California at a time when these towns were trying to lure investment from back east, when easterners believed most of the United States west of the Rockies was one large, vast desert. By naming streets for trees, such as Pine, Orange, Lemon, Lime, Redwood, etc., it gave the investors a belief that those types of trees could be grown here, and grow here they did.

What differentiated Riverside was the fact that it really had four “main”

streets – Main and Market Streets running north-south, and 7th and 8th Streets running east-west. On the block bordered by each of these streets was to be a public “plaza” or park (this would later be moved to 9th and Market – the present White Park).

Very early on, businesses began to locate along Main Street between about 5th and 9th Streets. These were typical businesses of the time, including general stores and small hotels. Most of the rest of downtown developed with houses and various agricultural uses.

By the 1880s, though, Riverside began to grow tremendously. The Navel Orange Continued next page

Feature Cover Story

was making its debut on the market, and a great amount of wealth was coming in to Riverside and would stay through the “citrus heyday,” which ended after World War II. This newfound wealth would transform downtown Riverside, especially Main Street. Where small wooden buildings and boardwalks once were the norm, large, ornate brick and concrete structures began taking their place. By the turn of the 20th century, downtown Riverside was a business and tourism center, and Main Street hosted many of the local businesses that would characterize the city for years.

A few of the long-time businesses that located along or just off of Main Street still hold memories for longtime Riversiders Rouse's Department Store started as a small general store in the 1890s by Gaylor Rouse, grew into a major department store by the 1910s.

Located on the east side of Main street between 8th and 9th, Rouse's was a full-

service store that offered not only apparel but also housewares, linens, and other items for the house. Rouse’s was a very popular store for many years.

In the mid-1920s, Gaylor Rouse hired local architect G. Stanley Wilson to completely transform the façade of his building, and that façade, moderately modified, still exists at UCR’s Culver Center for the arts, which is the newest incarnation for the building.

Similarly, Franzen’s Hardware, on the east side of Main Street between 7th and 8th, offered hardware, “crockery,” and appliances. Franzen’s was another business that started early (1900) and lasted through the 1930s.

Unfortunately, a fire destroyed the business in January, 1935, and at that time the business rebuilt under a new name, Westbrook’s.

Westbrook’s fabulous Art Deco building façade, which was recently “rediscovered”

By the turn of the 20th century, downtown Riverside was a business and tourism center, and Main Street hosted many of the local businesses that would characterize the city for years.

after having been under a 1950’s metal façade, evokes an era of hope springing from the 1930s depression years.

Westbrook’s building, while sitting empty now, may get a renaissance in the coming years.

Main Street also gained fame for being the crossroad for the early version of Highway 60.

Beginning in the 1890s, there was a sort of tugof-war between 7th Street and 8th Street for the main highway through Riverside. Two factions were at play here. The first centered around the 7th Street interests, which included Frank Miller and the Mission Inn, along with several public institutions (namely the library, city hall, post office, churches, and the municipal auditorium). The other series of interests lay mainly in the two large, ornate banking institutions that were housed at the corner of Main and 8th. These were the Evans Building on the northeast corner, and the Castleman Building on the southeast. This tug-of-war eventually galvanized itself into a situation where both streets became the main thoroughfare. If a visitor came to Riverside from the west, or wanted to depart Riverside in that direction, he had to go along 7th Street, which eventually took people into Los Angeles. However, if the visitor wanted to leave Riverside heading east, he had to take a one-block jog to the south and turn east on 8th Street, which eventually led up the Box Springs Grade and on towards the desert. Because of this, the business hub of Main Street was truly on the block between 7th and 8th, but extended further than that in both directions.

Feature Cover Story Throughout Riverside’s history as a citrus-producing city, Main Street served as the hub of local business, entertainment, and social gatherings.

Naturally there were businesses throughout downtown, but Main Street served as the center. This began to change in post-war Riverside, just as in many cities in the region. With World War II in the rear-view mirror, Americans abandoned the years of depression and rationing for a new life that included more automobiles, more shorter trips for vacationing, and less “wintering” to escape the inclement weather. Naturally there were businesses throughout downtown, but Main Street served as the center.

Riverside became swept up in a wave of suburbanization that led to the decentralizing of cities as more and more people moved from the inner-city core of a town for individual, singlefamily homes in the suburbs. In Riverside, this meant fewer and fewer orange groves, and the land upon which those groves sat became increasingly valuable for home development.

As such the focus of Riverside changed drastically over the ensuing years people moved out of downtown, and with them followed businesses to the new shopping areas of Magnolia Center (1920s1950), the Brockton Arcade (circa 1954), the Riverside Plaza (1956-57), and the Tyler Mall (1970).

This shift away from a main city core meant that businesses along Main Street and elsewhere downtown began to see declines in sales that few could survive. Several businesses opted to move to one or more of the suburban shopping locations (Sweet’s Mens’ Store, See’s Candy, Montgomery Ward’s, and Woolworth’s), while others simply gave up and closed their doors for good (Rouse’s and Westbrook’s to name a few).

By the 1970s, Main Street was anything but empty storefronts, a perceived high crime rate, and several other factors kept shoppers from downtown. To try to stem the tide of disappearing businesses, in 1966, the city converted Main Street between 6th and 10th Streets into a pedestrian walking mall. This served to hasten the decline of downtown and Main Street. In fact, downtown was pretty much left to the government workers who

so much so that many residents questioned why Riverside needed to keep the old hotel standing in light of its lack of upkeep and constant redinked balance sheets.

Luckily for Riversiders of today, the Mission Inn did survive, and in 1985, was closed for what became a seven and a half year renovation and closure.

Riversiders rallied around the old hotel, and saw it as a way to revitalize what was at that time little more than

This shift away from a main city core meant that businesses along Main Street and elsewhere downtown began to see declines in sales that few could survive. Several businesses opted to move to one or more of the suburban shopping locations. . . while others gave up and simply closed their doors for good (Rouse's and Westbrook's to name a few).

inhabited City Hall or the County’s new County Administrative Center at 11th and Lemon. The Mission Inn, long a mainstay of both Main Street and downtown, was rapidly spirally into disrepair, so much so

a ghost town. Once the Mission Inn reopened completely in 1993, businesses returned as did people, and now Main Street, despite still being a pedestrian walkway, has seen a resurgence of people and businesses. ◙

Feature Cover Story

A City TransformeD Riverside's Renaissance

By M Malia Vincent-Finney

MAIN STREETS OF THE INLAND EMPIRE Heartbeat of Our Communities, Pulse of Our Cities First in a Series

I

UCR/California Museum of Art, ArtsBlock, Main Street.

Photo by Andrew Ortiz-Castruita

was transported. To another place, another time. The splash of cold rain on the archway awning created a fine gentle spray, like ocean mist on a stormy day. My hands wrapped around the rich dark brew to warm against the chill as I watched sidewalk vendors hold church pamphlets over their heads. Shoppers braved the rain to sort through fresh produce just steps away at the Farmers’ Market. A rollerblader, oblivious to the sidewalk slick with puddles, bobbed his head to tunes on his Skull Candy headphones. Visitors and uniformed hotel staff hasten between buildings, serious faces that smiled warmly at passersby.

Feature Cover Story “A lifestyle that can be at once cosmopolitan and yet cozy like home. Main Street breathes its history every moment of everyday.”

I could have been anywhere in the world. But I was not at Hearst Castle on the coast, or in Europe. I was sitting by a heater in the patio of Bella Trattoria Italian Bistro in the Historic Mission Inn, on Main Street, Riverside CA. Like a centuries old tapestry, Main Street promenade interweaves generations of stories of Riverside's past with the vivacity of its present-day. The heart of the Mile Square, early visionaries and innovators established the City’s government, financial and retail district on Main Street and its cross streets in the late 1800's. Historic landmarks abound from First Street and beyond Fourteenth Street to the arroyo alongside Riverside Community College.

I moved to Riverside with my children in 1986, and lived downtown until 2004 when I began commuting, and then lived, in Salt Lake City. I grew up on the ocean, yet adopted this place, 60 miles east of L.A., as my second hometown. There is something about Riverside. A lifestyle that is at once cosmopolitan and yet cozy like home. Main Street breathes its history everyday and is, indeed, the heartbeat of the city.

After nearly a decade out-of-state, this is my homecoming. In my repose under the archway, absorbing the familiar sights, sounds, and smells, the charm of Main Street is as strong as ever. I look across the street at the windows of my first office. The allure of Main Street had been immediate. Every morning I looked out my office window, down the mall, across to the flowering jacaranda tree (that is still there) to the then-boarded up historic landmark. As I got to know my fellow Main Street business owners back then, the saga of the Mission Inn's financing ventures found and lost was repeated often. The closure of the inn had shutdown several businesses as well. Even as a newcomer, I knew the impact of the absence of the landmark was a solid blow to Main Street small business owners. I was regaled with fond memories of evenings spent over drinks in the Presidential Lounge and dining al frescoe in the Spanish villa. I was determined to stay put. Continued next page Photos this page and Stanley Wilson Architect previous by Mike R. Jackson

Mission Inn; Main Street Mall; Farmer's Market; looking down ArtsBlock; ProAbition Whiskey Lounge & Kitchen at Sixth and Main

Feature Cover Story

Riverside Superior Courthouse, Staff Sergeant Ysmael “Smiley” Villegas bronze at City Hall; Provident Bank building all at the intersection of Tenth Street and Main. Photos by Andrew Ortiz-Castruita Cesar Chavez bronze on the Main Street Peace Walk. Photo by Mario C. Maala

Duane Roberts made that possible in 1993 and Main Street was back as the center of downtown commerce.

Now I am back, and I find the original allure is not diminished one iota. Main Street still has “it.”

The sisters survived the economic roller coaster by working the 2,200-square foot store together and ventured into e-commerce. They carry an inventory of more than 300,000 books, of which 4,000 are listed on Amazon.

Struggling Through Economic Challenges

Main Street Newcomers

Our economy, whether local, county, state or national, is cyclical. When my offices were on Main Street, I witnessed that cycle by just looking out my window. When I left to move out-of-state, business were already struggling. Main Street was not as robust as it had been when the Mission Inn reopened in 1993.

Strolling the mall a week after my first visit back, I see some stores are still the same, others are gone and new stores have moved in. Businesses that struggled, made it through by cutting back hours, downsizing staff, adjusting prices and not turning over inventory as often. One owner I spoke with refinanced their home. Others maxed out their credit or had to deplete savings to keep their doors open.

One of the businesses that has sustained in the 12 years they have been open is Downtown Bookstore owned by sisters, Vera and Nadia Lee. Former school teachers, the sisters' high school dream of owning a bookstore came to fruition in November 2002. Originally located in the Loring Opera House, the store was forced to move when the building was destroyed by fire in 1990. When Vera's daughter met the previous owner's daughter in class at the California School of Ballet Arts, the sisters learned the bookstore owners were on the verge of bankruptcy and looking for a buyer. The sisters purchased the store using an inheritance for a portion of the purchase.

Both new and seasoned business owners saw opportunities arise when struggle led to closure and locations became available. These entrepreneurs made their move, and either opened new and/or diversified existing business. Notably, the McGuire Restaurant Group, led by Marco and Danny McGuire, opened not one, but two new establishments on Main. ProAbition Whiskey Lounge & Kitchen opened in May, 2013 at Sixth and Main, and gastropub, Mezcal Cantina y Cocina, two blocks down on Main and University Avenue, opened in March, 2014.

Within small businesses are employees who possess an entrepreneurial and innovative spirit. Their creativity and passion spur their personal success and the success of the business and its owner. Chef Joshua Juarez, is such an innovator. The former ProAbition sous chef brings his head for business and his heart and heritage to his cuisine as executive chef of Mezcal.

Serina Newborg, sole proprietor of Something Sweet by Serina, is a first-time business owner who turned her passion for baking sweets and cupcakes for her family and friends into a viable enterprise. Her desire to own and operate her own bakery on Main Street led her to The Emporium, located between Sixth and Third Streets.

When a clothing store, that had been in her bakery's space previously, closed, Serina remodeled and opened.

Feature Cover Story

The Emporium between Third and Sixth Streets on Main. Photo by Mike R. Jackson.

These entrepreneurs saw the potential of locating on Main Street. The revitalization of Main Street, the renovation of the Convention Center and the proximity of the Mission Inn, the Marriott, and the Holiday Inn were all key factors. Thriving businesses mean a thriving community which, in turn, makes for a thriving city. A brochure by the Riverside Downtown Partnership lists 205 businesses in the Mile Square; 53 are on Main Street.

According to the EDD, Downtown Riverside has reaped the benefits of approximately $168 million in public investment over the last decade. A portion of this investment, derived from the Renaissance project, included the Fox Theater rehabilitation; the renovation of the Riverside Convention Center at an estimated $44 million; and the Main Street revitalization.

In 2011, a report was prepared for the City in which the need for increased residential properties in the Downtown Riverside's Renaissance area was cited.

The City is avidly seeking residential development projects During Fiscal Year 2006/07 through Fiscal Year 2010/11, to attract and meet the anticipated demand of Gen X’ers the City of Riverside allocated a total of $10 million to renovate Main Street. This renovation started from City and Gen Y’ers. The report cited preferences by Millennials Hall on Tenth Street and proceeded down Main Street to for walkable communities with amenities such as entertainment, retail and restaurants. More available the Convention Center on Third Street.

Prominently erected in front of City Hall on Tenth housing would build a population that would support the Street is a bronze of Staff Sergeant Ysmael “Smiley” surrounding businesses thereby increasing the economic Villegas, who was from Riverside's Casa Blanca base of Downtown.

Significant efforts are being focused on residential neighborhood. Five more bronze statues – Dr. Martin Luther King; Cesar Chavez; Dosan Ahn Chang Ho; development in the Downtown area so as to capitalize on Mahatma Ghandi and Eliza Tibbets - mark the “Peace an approximate $300 million in private investment, which Walk” down Main Street, from Tenth to Third. (The City includes two new residential projects in the heart of the Innovation & Technology staff developed a mobile app, Mile Square.

The Stalder Project is planned for the corner of Market the Riverside Tour Guide, with photos, audio and text of the renovation https://itunes.apple.com/us/app/riverside- Street and Mission Inn Boulevard. The project will tour-guide/id7978.) This revitalization was part of the comprise a four-story building of 165 residential units and City's dramatic transformation of infrastructure and public an estimated 14,000 square feet of office and retail space.

The second project will convert the Imperial Hardware facilities under “The Riverside Renaissance Initiative” implemented at a cost of approximately $1.6 billion. The Building, a vacant historic edifice, into a mixed-use, multiCity's Economic Development Department said over 460 story residential building with retail space. The project is projects were completed over the five-year project duration. budgeted at $22 million. ◙ BRE# Andrew P. Villalobos

Andrew P. Villalobos , BRE#01922817 Realtor AssociateResidential/Commercial Realtor Associate- Residential/Commercial Cell: 951.000.0000 Fax: 951.682.5258 Cell: (562) 371-4770 / Fax:( 951) 682-5258 Laura.Gundy@ColdwellBanker.com Andrewp.Villalobos@googlemail.com www.cbarmstrongproperties.com www.cbarmstrongproperties.com 6809 Brockton Avenue, Riverside CA 92506 6809 Brockton Avenue Riverside CA 92506

A Woman in Business

A Woman in Business

T

he sign on the tray says, “Life is uncertain, eat dessert first.”

On said tray are three sumptuous cheesecake cupcakes topped with glistening fresh raspberry topping. My first thought? “Ohhhh, yeah..!”

The person responsible for this incredible edible is first-time business owner, sole proprietor, Riverside native, and mother of three, Serina Newborg. She is also the namesake of her company, Something Sweet by Serina.

The store had what is referred to as a “soft opening,” on February 15th last year. Their grand opening happened five months later on July 19th.

“Being first-time business owners, we wanted to give ourselves a few months to get into workflow before we announced our arrival,” Serina said.

Serina's inspiration for her bakery began at home cooking and baking for her family and friends.

“It has always made me happy to see others enjoy my cupcakes and cookies, said Serina. “I would jump at the opportunity to share my baked goods whenever there was a potluck at work or an event at my kids’ school.”

Owner and baker, Serina Newborg and fellow baker and employee, Niccole Manus.

People knew a good thing when they tasted it.

Soon Serina's baked goods got noticed and her cupcakes and cookies were be ordered for events.

Something Sweet by Serina Sugar 'n Spice and Everything Nice

By M Malia Vincent-Finney

A Woman in Business Why businesses open on Main Street was one of the questions posed to business owners for this cover story.

Serina responded, “Honestly, we would not have opened anywhere else other than where we are. With the popularity of downtown Riverside and the Convention Center being reopened, we knew that our chances of success would be greater being on Main Street.”

Paleo Chocolate Chip Cookies, gluten-free, dairy free and sweet (of course!)

Entrepreneurship is a family affair.

Serina's parents own The Upper Crust Sandwich Shoppe located in the same building, just doors away from Serina's well as other neighboring bakery in The Emporium. establishments. I had a great amount of encouragement and support from them, and had gained their love for my products.

“Before my shop opened, I got my Cottage Food license so that I was able to bake from my home,” said Serina. “I would supplement their baked goods with my lemon cookies, pumpkin cookies and cupcakes. I was able to grow my customer base and Chocolate Cayenne get a small following of customers from the local shops/business. Now with Cherry Filing that my shop has opened, I no longer “Working so close to my parents’ supply them with any of my baked business also brought a great deal of goods, they make their own. I must support from the other local business admit, they do make delicious as well,” said Serina. “We do get a lot brownies.” of foot traffic. I feel that we are in the When opening a small business that perfect location. We have two big hotel will serve foodstuffs, the highest costs, chains right next to us, the beautiful including sweat equity, are expended Mission Inn and the newly renovated on equipment, installation and tenant Convention Center.” improvements. Serina's bakery was such a location.

Serina attributes her decision to locate in The Emporium on the fact her parents were already there. While still a home-based business, Serina supplied baked goods to The Upper Crust.

“Having support from other local business is important, especially when opening a new business within such a small area,” Serina said. “My parents have been there for years and I’ve had the opportunity to work with many of the other business over those years, as

Chocolate with Chocolate Buttercream

“We had to completely remodel, purchase and install our equipment,” Serina said. “Before Something Sweet, it was a clothing store. Years ago it used to be a tea room. I had worked for the lady who owned the Royal Tea Room and I knew that with a little hard work, we would be able to turn it into a bakery.”

Peanut Butter & Jelly Most of the bakery's business derives from local businesses on Main Street and the Mile Square with some business from university students.

Much of her advertising is word of mouth. In September, the bakery began offering a cupcake of the month.

Her word-of-mouth advertising did so well, she can say her cupcakes are eaten by celebrities.

“We started with the Maple Bacon cupcake because I was told those are Huey Lewis’s (from Huey Lewis and the News) favorite,” Serina said. She baked a batch for him and delivered them to him personally the night he performed at the Historic Fox Theatre.

A Woman in Business

“Being a mother of three (9, 12 and 19 years old) it was important to me to show them that you can make your dreams a reality; through hard work and the support of family and friends, anything is possible.” - Serina Newborg Popular cupcakes are the Chocolate Serina uses social media to market Peanut Butter, closely followed by the Something Sweet. She says YELP is a Espresso, Lemon, and Dutch Apple. great marketing tool as the positive Business has been steady at the bakery. reviews customers post about the Serina's following has grown by “leaps bakery and the products send new and bounds,” she says, allowing Serina to customers to the bakery. Serina hire Niccole Manus, who has several believes her customers do an amazing years experience in the food industry. job of advertising on the store's During the infrequent slow periods behalf.

Serina and Niccole use the time to Main Street events also boost traffic develop new ideas and make and sales. The Riverside Downtown improvements they have little time to do Partnership schedules events yearotherwise, that will boost the business, round. The annual Festival of Lights such as décor and customer service. is perhaps the most anticipated “We are still a work in progress,” said Serina, “but we hope that everyone that comes into our shop walks away with a delicious treat, and a positive experience.”

seasonal event Main Street for business owners. The month-long festival attracts visitors from all over southern California. Serina said the the Festival of Lights brought in a lot

Where the magic happens. The location had to be transformed from a clothing store to accommodate the new bakery.

of new customers increased foot traffic.

through

the

As a new small business owner, Serina takes it one day at a time.

“Riverside is my and my family’s home and I am so proud to be contributing to it with a small business,” Serina said. “My ultimate goal is to make people happy, and what better way to do that than through the love of sweets. My family is, and always will be, my first priority.”

“I feel very fortunate to have a business located so close to my parents and to be able to have my own children come in and work with me,” said Serina. “Being a mother of three (9, 12 and 19 years old) it was important to me to show them that you can make your dreams a reality; through hard work and the support of family and friends, anything is possible,” Serina said. “I’m able to enforce this lesson every day when I open the doors for business at Something Sweet by Serina, and have them work side-by-side with me.” ◙

The tray of cheesecake cupcakes with Serina's fresh raspberry topping. All photos courtesy Serina Newborg.

Innovative Chef

Chef Joshua Juarez Colorful Cuisine Paints Main Street's Mezcal Cantina y Cocina

By M Malia Vincent-Finney

A

rtistry. The first impression - a riot of tropical colors, redolent with exotic aromas, familiar yet intriguing, with the promise of something delectable to come.

The feast begins with your eyes. Succulent grilled salmon, juicy ripe mango, savory cilantro, the crunch of fresh Baja veggies. Breathe deep. Exquisite aromas of spices, herbs and the char on the lemon that comes from grilling. The first taste. Smooth and luscious, with a kick of spices and heat that slowly warms the taste buds.

A symphony of flavors, a palate of vibrant colors and layers of textures. Artistry.

The culinary maestro - Chef Joshua Juarez, executive chef of Mezcal Cantina y Cocina on Main Street in downtown Riverside. Open less than a year, Mezcal has fast become “The Spot� for authentic Mexican cuisine prepared with flair and flavors that are Chef Juarez's own, a perfect marriage of tradition and innovation. The cuisine is an outpouring of Chef's passion for food, his cultural heritage and the ambiance of Mezcal. The depths of flavors Chef imbues in his food hint of a rich Aztec, Spanish, Mexican, Latin and South American history, with French influence and California cuisine. The decor, the food, the flavors that all hint at more to come. This is Mezcal.

Innovative Chef

We are greeted outside the restaurant on the day of this interview. When the heavy wooden doors were opened, all expectation of the familiar haciendastyle décor immediately dissolved.

Inside, Chef Joshua Juarez greeted us warmly. As I shook his hand, I was aware of several pairs of eyes grinning at us. Mezcal's interior theme is of the traditional El Dia de los Muertos, bumped up a few notches. Original artwork in this iconic style is everywhere, covering nearly every surface. (Mezcal supports local artists by hanging their artwork. Patrons can buy the paintings right off the wall.)

The grinning faces are the focal point of Mezcal's main dining room. The mural is large, colorful, and whimsical, covering one entire wall, from the ceiling to the tops of curved banquettes, upholstered in colors that accent the hues of the mural. We are ensconced in one of these, and that anticipation of something more to come begins grow.

“Marco and Danny McGuire (the brothers who own Mezcal and ProAbition Kitchen & Cocktails at Sixth and Main) wanted Mezcal to be a fun, energetic place,” said Chef Juarez. “They created this colorful environment and they want the food to reflect this.”

“The McGuire Group has given me an opportunity for which I am so grateful and appreciative,” Chef said. “I started as line chef at ProAbition two years ago, then became sous chef. Six months ago, Marco and Danny brought me over to Mezcal as executive chef. That really means a lot to me.”

“I am so grateful, too, to Chef Juan Rangel for being here for me and for his knowledge and experience,” said Chef.

“He mentored me and trained me to become executive chef. Chef (Rangel) created delicious dishes. I personally love his Puerco Beans which are prepared with rich bacon goodness.” Chef Juarez said these beans are slowly braised with chorizo, bacon ends and grilled onions.

Continued next page

Innovative Chef

L to R: Chef's father, Chef Victor Juarez; wife, Candice; daughter, Bella, 4; daughter Mia, 5

“My inspiration comes from mi familia, my father, my daughters and my wife. My love for my family is expressed in my food.”

Chef's Inspiration Chef Juarez has been cooking for 10 years. His love of food and its preparation began when he was 16 years old, growing up in Corona. At the time, his father, award-winning Chef Victor Juarez, owned Cafe Montclair, a fine dining restaurant.

Chef Juarez did not attain his expertise and culinary skills from a school. Under the tutelage of his father, he learned the subjective aspects of being a culinary artist who “plays with food,” and the science behind the craft of the culinary arts.

He calls his training “Dad 101” and the best he could have gotten. His

and my wife,” said Chef. “My love for my family is expressed in my food.” Chef's daughters are Mia, 4, Bella, 5, and his wife, Candice.

“Food is such a part of my Mexican culture, of all cultures,” Chef said. “We express our love for our families through food and cooking for them.” This tradition carries over to Mezcal's menu and is what make its fare so distinctive.

Chef said. “Like ProAbition, which is strictly fine dining and classy, they wanted Mezcal to be fun. I wanted the energy of this place – the colors, the artwork, the Tequila Bar, the nightclub, passion for food comes straight the music, the VIP Room – reflected in from his heart and the heart of his the food.”

father.

Chef Victor Juarez is executive chef of Hotel Maya's Fuego Restaurant in Long Beach. He previously served as Executive Sous Chef at the Historic Mission Inn. Chef Victor also began cooking at a young age for his large family in his native El Salvador. He continued his pursuit of the culinary arts on his arrival in the United States and was soon known as an up-andcoming young chef. It is this passion he passed on to his son.

“My inspiration comes from mi familia, my father, my daughters and

Chef Juarez on Business

From the onset, kitchen staff underwent one-on-one training with Chef Juarez.

“The kitchen is an instructional environment, said Chef. “As executive chef, one of my immediate priorities was to assess the talent in the kitchen. I had everyone work on the different stations.”

“As a manager, I wanted to place each person doing what they do best, where they can reach their full potential, Chef said. “They are happy and I am happy because the kitchen runs smoothly and we can provide the food and best service.”

Chef on Mezcal's Menu

“When you walk into Mezcal you see the colors and it's a big inspiration for the food as well,” Chef said. “People want to see a steak, a chicken, and a fish dish on a menu,” Chef said. “Our skirt steak is not your regular carne asada. I want to put something in front of them that they'll remember and say, "I had that skirt steak at Mezcal." It's something they'll want to eat again and again.”

“We use organic ingredients, the best,” said Chef. “Our cuts of meat, like our skirt steak, our salmon and other seafood, all fresh.”

"Mezcal is an exciting colorful place," Chef said. "Our clientele come in and they are surrounded by art and color. I want them to sit down to a meal equally as colorful."

“You don't want to do a dish that's too time-consuming,” said Chef. “You have to map it out. You want a plate that works for the staff to prepare quickly but is flavorful and the presentation is colorful and attractive.”

A popular dish for its color and heat is the Shrimp Habanero. When I told Chef I don't eat spicy, he assured me.

“The Shrimp Habanero has a nice kick with chipotle,” Chef said. “It's spicy but it doesn't kick you in the face

Innovative Chef

The Vault can be reserved for meetings and private parties

Some of the mezcals and tequilas in The Vault

I introduce the spiciness by building layers of flavor. You taste one level, then the next. Before you know it, you've eaten something spicy!”

“You go back to that earthy flavor,” said Chef. “We marinate it in chimichurri, charred grilled vegetables, charred jalapenos, grilled fresh and lightly seasoned nopales and green onions, charred limes, rice and beans.”

“When you first bite into our skirt steak you notice the chimichurri marinade,” Chef said. “We also marinade in house tequlia and beer overnight. Grilled onions and lots of different flavors play a role. After the steak is grilled, it's topped with more chimichurri, cilantro, parsley, and grilled garlic.”

The depth of flavor in the puerco bean side dish comes from chorizo, bacon ends, and a three-cheese blend - queso fresco, cojita, and mozzarella.

The Mezcal Experience

Mezcal transforms on Friday and Saturday nights

Live DJs and dancing and valet parking on the weekends

The VIP Room overlooks the main dining area

“We can prepare anything our guests want,” Chef said. “We want our guests to feel this is their kitchen, this is their home at Mezcal.

They can eat inside, they can enjoy garden dining outside, in the evenings we have the nightclubs and they can wander throughout the restaurant to experience everything Mezcal is about.”

The restaurant is eclectic in décor with different dining areas, that, although have different ambiance, all seem to flow together. There are two separate dining areas outside one is a garden setting with two fountains, the other is the nightclub.

“We have the Taco Station out there, which is a lot of fun for people to come and relax after work and dine outside,” Chef said.

In the evening, the city lights make the garden area romantic and intimate. If you want to party and dance, the second area transforms into a downtown nightclub Hot Spot on Friday and Saturday nights.

Live DJs, dancing, valet parking – what one finds at nightclubs in L.A and Santa Monica.

“We draw a different crowd at night,” said Chef. “As more people discover Mezcal, they'll realize they don't need to go to L.A. They can find what L.A. has right here on Main Street.”

An unexpected amenity is The Vault, which is, well, a vault. The building was a bank in another life. The Vault is equipped with an A/V system for business meetings and private parties. The restaurant's mezcal and tequilas are also displayed in the Vault. The VIP Room is upstairs, and available by reservation.

“Customers can order whatever they want when they reserve these rooms,” said Chef. “If they want a totally different menu, or additional entrees, all they do is contact management and I will prepare a custom menu.”

Mezcal has a broad appeal. "We are not focused on one type of person or clientele. We want to be here for everybody. During the day time, a lot of families come in with their children and our kids menu is the same food in smaller portions. Elderly couple come in and they love it here, they feel awakened. " “Downtown Riverside is very active, especially at night, “ Chef said. “That's why our location here on Main Street is key..”

The restaurant is located on the corner of Main Street and University, in the California Tower Building, so it gets quite a bit of walk-in traffic from local businesses and people visiting downtown Riverside or shopping on the mall.

“We are right in the middle of downtown. So we have to have a heartbeat with this place,” said Chef. “We are the heart.”

Somehow we know there is still more to come. ◙

COMPANY PROFILE

Chicago Pasta House The Proof is in the Pizza Pie!

By Alexis Caparelli

W

hat's better than Pizza?

Deep Dish Pizza. A pizza so good, it resembles a pie.

Yes, that's right, a P-I-E! And where can you find a deep dish pizza so good, that it resembles a pie?

Chicago Pasta House Pizza. Stuffed with the best sausage, pepperoni, meatballs, beef and bacon, Canadian bacon, that is and all the cheesy goodness in the world. Have I made you hungry yet? And that is just one of the many options this delightful Ma and Pa restaurant has to offer.

January 2015

Owner, Chef Fonz Migliore, with long-time friend and customer, Paola Di 'Tore.

Photos by Alexis Caparelli

The Chicago Pasta House Pizza first opened in 1988. Rita and Dino Migliore had enough of the extreme cold weather in their native Chicago. They packed up and moved to Riverside in sunny California. They began searching for a location for their new restaurant. They found a location just off Sunnymead Boulevard, back when it was originally a hot dog joint. Being as they were from Chicago, and wanted a Chicago style hot dog, it was perfect.

Unfortunately, the hot dog restaurant did not serve Chicagostyle hot dogs. Well, one conversation led to another and Dino bought the hot dog restaurant out and it soon became The Chicago Pasta House Pizza.

Fun fact: One might ask where the “house� in the name originates? The location was originally someone's private residence right off the highway, since that is what Sunnymead Boulevard. used to be before the freeway was built.

IE ENTREPRENEUR | 45

COMPANY PROFILE

Since CPHP makes their own pasta and serves Chicago-style pizza they decided to call the new eatery The Chicago Pasta House Pizza.

Growing up, the Migliores did not have the opportunity to go to school because education was limited, and so they had to work. When the family first opened their restaurant, they were looking to venture out of the world of working for others.

That was the plan. What kept them motivated and focused on making it with what they had to offer. Recipes did not stay the same; the "diet" aspect of the food had to be modified from time to time due to the constant changes in food trends.

They adjusted the recipes for oils, trans-fat, gluten-free dough, not straying too far from what an authentic Italian dish still consists of, especially since everything is made from scratch. Their most popular dishes are the lasagne and, or course, the Meat Lover's Deep Dish Pizza.

They also serve a magnificent crab dish and other seafood.

But that's not the only popular dish on their menu.

Spoiler Alert - According to a movie that was filmed on location early last year, the most popular dish is the house chili made from human flesh.

Talk about getting extremely grossed out, said Fonzi, as he had to be present for every scene that was filmed in the kitchen. Entitled “Hitch Hike Massacre,� the movie should be released this year at a Red Box or Netflix near you.

Today, CPHP is run by Fonzi Migliore, son of Rita and Dino, and his cousin, Desi Casillas. Dino and Rita still come in from time to time to help out. Fonzi has worked at the restaurant since he was a boy.

He started by washing the onions and cutting the mushrooms. Today, he is the chef and dessert baker and he serves the best pizza in town!

With a combined collaboration of their family and the perseverance each individual had that contributed to this restaurant, they became wellknown for who they are today.

Sixteen years is quite some time, and with the rapidness of different franchises coming up and falling down now-a-days, it is warming to see originality come out on top and maintain themselves here.

Even when times were tough, during the economic down fall, they stayed in business by having only five employees working the restaurant, which was better for everyone. The five employees were able to work a good amount of hours. Having a large family, they were all able to come together and help out, relieving a lot of stress. It also helps that Chicago Pasta House Pizza makes the only authentic Chicago-style pizza in town and for about a good 20-mile radius. Stop in and see for yourself.

Their pizza is divine! â—™

Left, from top to bottom: King Crab, eggplant parmigiana, tiramisu and canoli. Above: The Migliore Brothers, Chef Fonz and his older brother, Dino, Jr. 46 | IE ENTREPRENEUR

January 2015

COMPANY PROFILE

Sunnymead Animal Hospital An Oasis of Refuge in the Heart of the City

By Mike R. Jackson, CPP, CSM

Photos by Mike R. Jackson

S

unnymead Boulevard is one of the oldest streets in the city of Moreno Valley. Amidst the line-up of businesses along the route is an inconspicuous friendly pet refuge. petFounded in 1980, the Sunnymead Animal Hospital was originally located where Shell Gas station now stands, at the Highway 60 off-ramp. The business temporarily closed August, 1992, after its founder, Dr. Jerry Jacobs, passed away from a heart attack at work.

Two months later, Dr. Martha Eaton bought the hospital from the estate of Dr. Jacobs. After three years, the business was moved to its present site.

Once a private, single-story residence, on an acre of land, Eaton renovated and expanded the property into a two-story, 4,800 square-foot veterinary practice. Settled at the back of the property, surrounded by a haven of trees and shrubbery, the calm environment is befitting of its use as an end-of-life sanctuary for pets.

January 2015

A Small World In May of 2007, Dr. Eaton retired and sold her practice to the present-day owners, Mark and Dr. Heather Ontiveros, DVM. The couple had been living in Northern California and wanted to move closer to family.

Mark’s cousin told him of a veterinary practice for sale in Moreno Valley. After meeting Dr. Easton, Mark realized he had cleaned kennels for her when he was 12 years old.

Years later, he was negotiating to buy the animal hospital from her.

Present Day Mark and Dr. Heather Ontiveros met when both attended UC Berkley. Mark earned a bachelor’s degree and is the hospital’s business manager. The patients are treated by Dr. Ontiveros, who graduated Phi Beta Kappa Continued next page I E ENTREPRENEUR | 47

COMPANY PROFILE

The veterinarians -Dr. Han Huang and Dr. Katie Bennett, each have vet tech assistants and registered vet technicians in addition to three to four support staff each. Staff is encouraged to continue their education.

Every Tuesday, the doctors close the hospital for one hour to conduct in-house staff training.

The animal hospital works closely with the veterinary internship programs at Platt College, on Sycamore Canyon Blvd, Riverside, and Westech College, on Alessandro Boulevard. The hospital also participates in a job-shadowing program with the Allied Health Academy, a Moreno Valley Unified School District (MVUSD), ROP program, where the Hospital awards one Academy student a paid summer internship.

Continued from previous page

Mark and Dr. Heather Ontiveros, DVM

with a degree in biology and went on to earn her doctor of veterinary medicine from UC Davis. “Dr. O” to her staff, she has always had a love of animals and was a member of the 4H club while growing up in Brentwood, an East San Francisco Bay community, where she raised various animals, including sheep.

The doctor's interest leans towards dogs and cats and “pocket pets,” such as ferrets, guinea pigs and rabbits.

Working 12-15 hour days, she spends the remaining time with Mark and their two sons, Nick, 18, and Sammy, 12.

When she has the time, she enjoys sewing, including baby articles for her staff, hiking and gardening,

Hospice Care for Pets and Goals for a 24/7 Facility

Their mission statement is, ‘The highest quality service to the most people possible.’ They work with owners to provide for the best quality care at an affordable cost.

The hospital provides hospice care, with end-of-life management for pet owners. They hold private pet funerals at the grassy enclosure at the rear of the property. This is the biggest challenge for the staff since they empathize with each pet owner’s loss.

At the request of their clients, Mark’s three-year plan has become a six-month plan - to develop the hospital into a 24/7 facility. This would require expanding the number of staff for sufficient coverage. The nearest A State-of-the-Art Facility 24/7 pet hospital is in Murrieta.

The Press-Enterprise awarded the Sunnymead Animal The animal hospital is equipped with state-of-the-art xray, ultrasound, sterilization and examination equipment Hospital the Reader’s Choice Award for “Best Vet of the in its operating room and dental surgery room. The Year’” in 2012, 2013 and 2014. ◙ owners continually upgrade the property with new flooring, cabinetry, examination room equipment, kennels and lighting.

Professional Development as Key to Their Business Success The original staff of 11 stayed with the company when the business was purchased; four still remain. The entire staff is sensitive to the needs of their clients and their specific pets. One of their staff members, Becky, has worked for all three doctors over the past 30 years. The Ontiveros recognize their employees are an important asset for their business success. Mark reinforces his pride in the staff as they complement the success of the business. “They're not doing it for the money,” said Mark. “The people here have a passion for the job.”

48 | IE ENTREPRENEUR

Top Row: Melissa Banuelos, Adrienne Pascual, Selena Peckinpaugh, Heather Hoffman, Rebecca Montoya, Maggie Guzman. Seated: Justina Ortiz, Elysia Palmer, Han Huang, Katie Bennett, Aly Woodson, Stephanie Girard, Heather Ontiveros. (not pictured: Alex Valera, Dana Walker, Valinda Briddick, Nick Ontiveros) Photo Courtesy Sunnymead Animal Hospital

January 2015

BUSINESS & PERSONAL SAFETY

'Tis Always the Season for Thievin' Theft in all its forms is a year-round threat

By Mike R. Jackson, CPP, CSM

Every year we in the security and safety industry remind business owners to use caution during the holidays – the season for theft.

Most law enforcement agencies put out extra patrols to monitor shopping areas and provide quicker responses to reported thefts.

Although theft in its many forms occurs year-round, some incidents – such as pickpockets, shoplifting, identity theft, employee theft, burglary, and robbery – are far more prevalent during the end-ofyear shopping sprees.

As a business owner, you have a responsibility to train your staff and employees, and to protect your customers to be aware, alert, prepared and safe.

January 2015

Law enforcement has no way to determine where the next crime will occur. Since most crimes occur before they arrive, you and your staff, must know how to respond appropriately.

This article describes suggested steps you can take to prevent the incidence of, and loss from, theft occurring this season.

●

●

●

● ●

Pickpockets Pickpockets are opportunistic thieves, looking for shoppers who are not paying attention, especially in large crowds. Here are some precautionary practices to teach your employees, customers and your family members and friends

●

Maintain an awareness of others around you in crowded areas.

Do not display your money, credit cards or valuables in public. Wear a money belt.

Be cautious when taking your backpack on your next shopping trip.

Be cautious with your backpack.

Backpacks and fanny packs are targets for pickpockets because you cannot feel when someone reaches in to remove something People tend to be friendlier during the holidays. But be wary of anyone who seems overly sociable or interested..

Continued next page I E ENTREPRENEUR | 49

BUSINESS & PERSONAL SAFETY

Continued from previous page ●

●

●

●

Keep your purse and bags in front of you with flaps and zippers closed and positioned towards your body.

Keep your wallet in your front pocket. Pickpockets have used razor bladed to slice the bottom of back pants pockets allowing the wallet to slide out.

Employee Theft Internal theft or pilfering by employees, occurs year-round and intensifies during the holidays.

Internal Countermeasures

Be suspicious of anyone who bumps into you in a crowd Wrap a rubber band around your wallet to make it difficult to slide out of your pocket.

Shoplifting Shoplifting occurs year-round, but intensifies during the holiday season when the crowds are heavy.

According to the 26th Annual Retail Theft Survey, conducted by Jack L. Hayes International in June 2014, retailers across the nation apprehended more than 1.1 million shoplifters in 2013, a 2.5 percent increase over the previous year. In a year-over-year comparison for the same time period, recovered money from shoplifters rose 4.5 percent to more than $144 million, and the average value in a shoplifting case

According to the 26th Annual Retail Theft Survey, of 3 million employees in 2013, 78,085 employees were apprehended for internal theft, an increase of 6.5 percent from 2012. This represents one in every 39.5 employees was caught stealing from their employer.

Over $55 million was recovered from those employees, up 2.5 percent from the prior year.

Employee theft results in a larger asset loss than does shoplifting and accounts for nearly 43 percent of retail "shrinkage" in the United States. Shrinkage is the difference between recorded and actual inventory. The U.S. has the worst internal theft than any other country, per Market Watch.

There are several reasons for internal theft including the belief if they can pilfer undetected, it is worth the risk; the belief that their personal need of of higher important than the employer; the employee is dissatisfied with their job or feel they are “owed;” the opportunity presents itself and the employee takes advantage. Lastly, lax internal controls make stealing acceptable.

The major preventative measure every employer can take is at the hiring level. It is recommended thorough background checks when hiring and promoting to a more responsible position should be run.

Spending money in the beginning on a background check for a worthwhile candidate will save you money and your reputation.

The higher the level of responsibility for the prospective new hire, the more thorough the background check should be.

Ensure all employees are trained on company policies involving employee theft, the investigation process for internal theft, the disciplinary process and the consistency of policy across all levels within the company. ◙

increased two percent over the prior year to the amount of $130.89.

Organized retail crime (ORC) is an increasingly serious problem involving “booster” groups who steal mass amounts of merchandise, in stores or from cargo transports.

The merchandise is resold, returned for cash or exchanged for goods.

Stolen merchandise is transported across state lines and overseas prompting legislation at the Federal level. Los Angeles and Orange counties lead the state of California in organized retail crime.

50 | IE ENTREPRENEUR

January 2015

WORKFORCE DEVELOPMENT

Inland Empire Comes of Age in Global Commerce

T

By Dr. Imran Angelov Farooq, PhD Director, University of California, Riverside Center for Economic Development & Innovation he Great Recession forced the Inland Empire to

development assets. This partnership, Inland SoCal

pause and re-evaluate how it managed its inevitable trajectory of growth. And now, a blueprint for inevitab

Link, has been designated as an “Innovation Hub”

more sustainable economic development is emerging

Economic Development. We have already developed

based on such industries as health care and advanced

marketing that will be used to promote the partnership

manufacturing. This blueprint will not only be essential

to consulates, international delegations, expos and

for the future of our region, but also how it will fit into

conferences.

a global, national and state economy.

Historically, our identity has been defined by our geographic relationship to other coastal regions, such as Los Angeles, Orange County

(iHUB) by the Governor’s Office of Business and

Other regions are taking notice of our efforts. UC Riverside recently formalized an agreement with Rutgers University to establish a Bicoastal Knowledge Transfer Alliance based on our iHub model. The

and San Diego. The old

Alliance will facilitate inno-

paradigm of economic

vation and the exchange of

development was a zero-

industry expansion oppor-

sum game of cities and

tunities between the bi-

counties competing for

coastal regions of New

jobs. But this frame of

Jersey and New York,

thinking fails to factor in

and the Inland Empire

the emerging middle class

corridor linking to the Port

and consumer bases in the

of Los Angeles.

Pacific Rim that find particular value in California-based products.

Attracting retail establishments can

There is reciprocal value for our regions to share industry relationships across bicoastal markets.

drive our local economy only so far, but exports can

Southern California has particularly strong ties to the

expand the entire regional economic pie of resources

Pacific Rim for exports and industry, and the Port of

and create an even stronger multiplier effect.

The Port of Los Angeles and the Inland Empire are

Newark region emphasizes the European marketplace.

All of these efforts are building upon our region’s

now working together to attract industry and foreign

history of cultivating meaningful global relationships.

investment based on their regional economic development assets.

January 2015

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WORKFORCE DEVELOPMENT

Continued from previous page

For example, the County of Riverside had the vision to establish an Office of Foreign Trade and the city of Riverside has long had an international relations and successful sister city program.

The timing of the White House’s recent announcement for “Investing in Manufacturing Communities Partnership” could not have aligned better with the momentum for our Inland Empire initiatives. Up to 12 regions in the country will have preferential consideration to access 13 participating federal agencies and a pool of $1.3 billion.

The UCR Center for Economic Development & Innovation has submitted a proposal for the Inland Empire to be designated as one of those 12 regions.

One hundred stakeholders are involved, but major partners include Riverside and San Bernardino counties and UC Riverside. It was inspiring that we had bipartisan support from nine congressional members and 15 California state legislators.

The UCR School of Medicine was a beneficiary of the influence of such a collective advocacy. A bold $20 million local investment from the Riverside County Board of Supervisors to the school was both timely and essential in bridging the funding gap from the state. We hope to be rewarded again.

The validation and resources available to us through the federal manufacturing community designation would provide a catalyst for our regional initiatives. The Inland Empire has many different platforms to continue expanding these and other economic development projects.

The Inland Empire’s place adjacent to Southern California’s coastal counties does not mean it must follow their same path to growth. For example, our region emphasizes a manufacturing approach that involves green technologies, recyclable materials and other sustainable practices. One objective is to reuse waste to “remanufacture” product materials in a cyclical supply chain economy. These are not just ideas; we already have facilities carrying out these concepts, and our industry base of recyclable material and merchant wholesalers is one of the highest in the country. These are industries that provide accessible career pathways and livable wages for a wide spectrum of our workforce.

The Inland Empire has an opportunity to shape our own sustainable vision for the region that will be in concert with our place in the global economy. It is a "coming of age" period that can lead to a foundation of economic resilience and can sustain us during future economic cycles. ◙ I. Angelov Farooq is director of the UC Riverside Center for Economic Development & Innovation and chief adviser for Inland SoCal Link iHUB

Upcoming Special Issue In March 2015 INLAND EMPIRE

WOMEN IN BUSINESS Did you know the first International Women's Day was in 1911?

We are keeping up the tradition. Be a part of history. Celebrate with us!

If you are a Woman in Business, or know or someone we should profile in this special issue, please email us at editor.ieemag@gmail.com To receive an e-Media Kit, email adsales.ieemag@gmail.com 52 | I E ENTREPRENEUR

January 2015

CALENDAR 2015 February 3rd & 17th - Tue Claremont Chamber of Commerce S.C.O.R.E One-on-One Business Counseling 205 Yale Avenue, Claremont CA Register in advance at http://www.score114.org/Counsel/Select.aspx?

K=FrVBxsrCY February 4th - Wed Chamber Village Marketing Group (VMG) City Council Chambers 207 Harvard, Claremont CA Contact for more information at sonjastumpphoto@gmail.com February 10th - Tue Temecula Valley Chamber of Commerce Business Encounter – The Importance of a Professional Business Image 26790 Ynez Court Suite A, Temecula CA 92591 Contact Brooke Nunn Brooke@Temecula.org February 12th - Thur Claremont Chamber of Commerce Chamber Marketing/PR Committee 205 Yale Avenue, Claremont CA Contact for more information at demott@fairplex.com February 13th to 22nd – Fri - Sun Riverside County Fair & National Date Festival Riverside County Fairgrounds 82-503 Highway 111, Indio CA More information at www.datefest.org

Do you have an upcoming event or announcement to make? Please send your press release and any relevant artwork in a jpg or png format to editor.ieemag@gmail.com by the 22nd of the month for the following month. Press releases and stories sent anytime during the month or after this deadline may be announced on our website, blog or Facebook page. We reserve the right to edit all submissions to adhere to our format. ~

January 2015

February 13th or 27th - Fri Professional Development Series – Building a Successful Home-Based or Small Business 26790 Ynez Court Suite A, Temecula CA 92591 Contact Brooke Nunn Brooke@Temecula.org February 26th to March 1st, Thurs-Sun FIRST Robotics Competition aka RECYCLE RUSH -Inland Empire Regional Rancho Mirage High School 31001 Rattler Road, Rancho Mirage CA More details at http://ieregional.com/ and usfirst.org February 28th - Sat Komen Inland Empire Paws for the Cure Murrieta Town Square Park 24601 Jefferson Street, Murrieta CA More information at http://www.komenie.org/inland-empireevents/paws-for-the-cure-2/ Register at http://inlandempire.info-komen.org/site/TR? fr_id=5265&pg=entry February 27th - Fri Corona Chamber of Commerce Getting Started with Social Media Conference room, 904 E 6th Street, Corona CA For more information and register at http://Inlandempire/score.org/localworkshops.com February 27th to 28th – Fri - Sat Chocolate Decadence and Pechanga Wine Festival, both benefit Habitat for Humanity Inland Valley Pechanga Resort & Casino 45000 Pechanga Parkway, Temecula CA More information at www.pechanga.com/entertainment April 2, June 11, August 27, November 4 Inland Empire Career Fair / Choice Career Fair Doubletree Hotel 222 North Vineyard Avenue, Ontario CA Register online at http://choicecareerfairs.com/ b/inland-empire

IE ENTREPRENEUR | 53

It's A Wrap!

SETH THOMAS CLOCK (1908) — Main Street pedestrian mall (near Mission Inn Avenue just outside Coffee Bean & Tea Leaf) — Though the clock itself dates back to 1908, it didn’t appear in Riverside until the 1920s when it was planted outside a jeweler’s store on Main Street. Since that time, the clock has been moved at least twice, with the majority spent adjacent to the former Westbrook’s / Imperial building. In early 2010, the completely refurbished clock was moved about half-block north to its current position near Mission Inn Avenue.

Source: www.inlandempire.com Photo by Andrew Ortiz-Castruita

Seth Thomas Clock, 1908