The cover image for this month’s North Bay Magazine wasn’t staged or scouted—it was serendipitous. “This photo sings for me primarily because of an alignment of time, space and the beauty of natural circumstances,” says Petalumabased photographer Scott Hess. “I was on a training boat at sunrise with rowing coach and old friend Ned Orrett.”
That friend was coaching Hess’
17-year-old son, Lukas, a rower with the North Bay Rowing Club. The three shared a relaxed familiarity that made for a quiet, organic session on the water.
“Throughout the lesson, Ned varied the position of our boat in relation to Lukas’ boat. We were sometimes to the side and sometimes to the back or front—instructions being transmitted via bullhorn. The words traveled clearly in the quiet, cool morning,” says Hess.
The light was right. The mood was peaceful. And then—the moment.
“When a gull came in behind Lukas, the image was made,” Hess recalls.
The result is a snapshot of harmony: motion, light, wildlife and a father’s eye capturing his son mid-stroke, beneath the wings of a passing gull over the glistening Petaluma River.
North Bay Magazine Staff Visit scotthessphoto.com
BY
PHOTO
SCOTT HESS
IMAGE
include birds in my photos—especially flying birds,’ says Petaluma photographer Scott Hess.
COOK One of Lani Chan’s goals with her company, Big Spoon Sauce Company, is to support local purveyors while making condiments that elevate any dish.
Chili CreativityCrisp
BY Jennifer Jespersen
Lani Chan of Big Spoon Sauce Company is a force to be reckoned with in the best possible way. Polite, funny, amiable and still deeply rooted in her values, she continues to show reserve that might be fleeting to others if presented with the same obstacle she’s facing.
A native Californian, Chan was born in San Francisco and raised in San Rafael by her Cantonese parents. In 2015, she found herself in New York pursuing her degree in journalism and met a fellow student (and her soon-to-be other half), Nate Bender.
Chan and Bender began creating their signature chili crisp together in their New York City apartment, largely because they weren’t terribly thrilled with the available options on the retail market. Her workplace relied heavily on takeaway lunches from their neighboring Chinatown restaurants, and her coworkers regularly pilfered her big mason jar full of the oil-soaked chilis and nuts on her desk.
Suspecting that there might be something magical about their homemade sauce, they thought of dreaming bigger and putting their product on the market. When asked how the concept for Big Spoon began, Chan simply replies, “how every good food business starts.” It was clamoring for her product. It was everyday endorsed thievery from her personal stash.
In 2020, Bender wanted to try his hand at a Wine Country harvest, so they moved to the only place that really felt like home: Sonoma County. With Chan being from San Rafael and Bender from Sonora, they often found themselves driving up to the North Bay haven when otherwise in Northern California visiting family for the holidays. Sipping wine and eating cheese in Sonoma vineyards was the activity that made them truly feel like they were in California.
When an internship for Hartford Family Winery opened up, they packed their bags and made their way to a tiny rental in Occidental. Even though she
first felt a little stuck in the tiny timbered town, away from the bustling energy of a vibrant city like New York, Chan soon realized that living among the forests and farms awoke a set of core values she didn’t know were dormant within.
Connecting with farmers, watching her food and beverages harvested by her neighbors, shopping in tiny markets and getting to know their owners let her set down roots that spoke to her heart. The vibrant—and crunchy—community of Sonoma County made her feel at home.
In 2020, when Covid hit the scene with a panic, Chan also watched a rise in hateful attacks on Asian Americans.
In 2021, with only their kitchen in their arsenal and a deep desire to support her community, they decided to start selling their chili crisp to fundraise for groups advocating for Asian Americans in various ways.
In their first venture, Chen and Bender raised $1,500 and split it between two charities: Asian Pacific Environmental Network (APEN) in Richmond and
Lani Chan of Big Spoon Sauce Company
Heart of Dinner in New York City. APEN focuses on creating clean, healthy environments where their communities can live and thrive, while Heart of Dinner “works directly to reduce loneliness, isolation and food insecurity among Asian American older adults,” providing them with meals that are culturally familiar and instructions in their native tongue.
Philanthropy and home-cooking were manifesting together for Chan and Bender, though they knew such efforts from their tiny kitchen were unsustainable. Hence, the birth of Big Spoon Sauce Company. They researched names and trademarks, they marched through legalities, they dotted their “I”s
and crossed their “T”s. Then they reached out to friends within Occidental and secured the use of the Altamont General Store kitchen to produce their chili crisp.
Soon, their venture was well underway, and Chan found herself at the helm of a tiny company with a modest dream: Give the people the savory, spicy condiment that elevates everything from noodles to eggs, supporting local purveyors along the way.
Chan and Bender have since become embedded in Sonoma County. They are featured in local restaurants and peddle their creations at farmers’ markets. The OG Chili Crisp launched the venture, and they have further dug into Chan’s roots and Sonoma County community to create
sauces like Magic Beans (featuring , or dòuchǐ), which highlights the umami of fermented soybeans, or Dragon’s Booty, a habanero-laced little number that isn’t for the faint of heart.
Currently, Chan and Bender are standing shoulder-to-shoulder as they take on the monumental task of navigating a sticky corporate matter. Big Spoon Roasters, a nut butter retailer, is not only suing their company for trademark infringement, among a multitude of other accusations; they have also sued both Chan and Bender personally.
The Durham, North Carolina company (trademarked only as “Big Spoon Roasters”) has waged war on this little
GO BIG The ‘Bear Hug’ chili crisp is one of Big Spoon Sauce Co.’s seasonal offerings—a simple, extremely versatile, chili crisp featuring a generous amount of the piment d’ville pepper grown by Boonville Barn Collective in Mendocino County.
Soon, their venture was well underway, and Chan found herself at the helm of a tiny company with a modest dream: Give the people the savory, spicy condiment that elevates everything from noodles to eggs, supporting local purveyors along the way.
company. Despite around a dozen other companies in the United States bearing “Big Spoon” in their name, Big Spoon Roasters have thus far only targeted the Big Spoon Sauce Company, possibly because they too want to make a chili crisp peanut butter, leading them to believe that they have confusing competition. For scale, consider that Big Spoon Sauce Company is present in more than 4,000 retail markets versus the mere two-dozen of this smalltown Sonoma County company.
Chan acquiesced to their request to rebrand (a costly endeavor), leaning on her sensibilities and urge to cease the conflict, asking only for some supplemental fees to do so. However, the
legal battle has grown new wings as the Durham company stepped away from negotiations and instead filed a federal lawsuit.
Big Spoon Roasters is demanding that Chan and Bender not only fold, but that they pay for the firm they have employed to secure their goals. Thus, Chan and Bender remain mired and tired in the midst of a David-andGoliath battle that few small companies are likely to survive.
They are exhausted and drained of resources, but they persevere. Chan survives by way of Cherry Garcia ice cream, therapy, cat snuggles and the unwavering support of her fellow
Sonoma County restaurants.
In the movie You’ve Got Mail, a sweet cinematic scene shows Meg Ryan opposite Tom Hanks, both feverishly typing in the long-outdated AOL Messenger app as she asks for his advice when a large book retailer is threatening to close her tiny local bookstore, The Shop Around the Corner. Tom Hanks’ Joe Fox directs Meg Ryan’s Kathleen Kelly to “go to the mattresses.”
“It’s from The Godfather,” he says. “It means you have to go to war. It’s not personal. It’s business. Recite that to yourself every time you feel you’re losing your nerve […] Fight. Fight to the death.”
Glow
Local
Heidi Jacquin’s mission to democratize skincare
When Heidi Jacquin says she’s opened businesses in everything from tech to toys to tacos, she’s not exaggerating. The longtime Bay Area entrepreneur has seven startups to her name—ranging across industries like personal care, retail and restaurants. Her latest venture, however, is all about faces—specifically, how to make them glow without burning through a paycheck.
As the president of FACE FOUNDRIÉ’s Northern California operations, Jacquin oversees a growing constellation of facial bars, with locations in San Francisco (opened in December), Marin (opening this summer) and Santa Rosa (slated for later this year). But to call her a franchisee would undersell
FACETIME Heidi Jacquin, president of FACE FOUNDRIÉ Northern California, is redefining self-care with affordable luxury and community focus.
the ambition behind the move. Jacquin isn’t just opening storefronts—she’s bringing a national brand into one of the country’s most idiosyncratic markets and making it feel right at home.
“When I look at franchise concepts, I like to look for companies that are on trend, have a loyal following and have a positive customer-centric culture,” she says. FACE FOUNDRIÉ checked all the boxes, especially with its mission of delivering “luxurious facial, brow and lash services at value prices.”
Founded by Michele Henry, a single mom who “was priced out of the market” when it came to regular facials, FACE FOUNDRIÉ flips the traditional spa model on its exfoliated head. Henry’s concept—an open, multi-bay format that lowers construction costs and allows higher service volume—means premium skincare can be o ered without premium pricing. “I don’t think there is any other concept with this value proposition in the Bay Area,” Jacquin says, “so I was really excited to bring the FACE FOUNDRIÉ brand to Northern California.”
Excitement, however, is only the beginning. Bringing a national brand into a local market requires precision, intuition and an uncanny ability to read a neighborhood like a business plan. “Buying into a franchise is a lot like buying a home,” she explains. “You will be happier if you love what you bought, and you need to make sure you can keep it for a long period of time so you don’t lose money on the transaction.”
Location is critical. So is pre-launch visibility. “We start brand awareness campaigns at least two months before the store is open,” says Jacquin. Social media is her primary tool—“we can tell a story and show videos”—but she’s a fan of the analog approach too. “We invite customers into the store. Many people like to see inside … and have a free skin consultation to know if our business is right for them,” Jacquin explains.
In her co ee ventures, she’s even given away “over 10,000 free drinks” during openings, a strategy that builds loyalty by delivering immediate value. “Free trials lead to brand awareness and many long-term, loyal customers,” she adds.
Jacquin believes that Bay Area customers, in particular, respond to this kind of access and transparency. “Self-
People here want fresh air, clean water, beautiful open space and a community with each other. It is one of the things I love most about living in Santa Rosa.
care is really important in our fast-paced society,” she notes. “We want to be the place people can come to relax, unwind and take care of their skin without breaking the bank.” But she’s also quick to point out that local customers aren’t just luxuryseekers—they’re educated, proactive and impressively well-informed.
“What stands out in the Bay Area for me is how educated our clients are about their skin and the e ects of sun and aging,” Jacquin says. “Even very young people are seeking out wrinkle prevention and routine skincare maintenance.” The region’s reputation for wellness culture isn’t just marketing flu . “People here want fresh air, clean water, beautiful open space and a community with each other. It is one of the things I love most about living in Santa Rosa,” she adds.
Of course, not every chapter in Jacquin’s entrepreneurial saga has been a fairy tale facial. “Every single company has needed more capital and taken more time to become profitable than I projected at the beginning,” she says. Construction, equipment and rents have all climbed, making patience and grit more essential than ever. “Sometimes, I think persistence is the most important business skill. People with a very strong vision, grit and persistence get the furthest in entrepreneurship,” Jacquin continues.
That same mindset shapes her leadership style. Jacquin only gets involved with brands she personally believes in—and would buy from herself. “Customers can see through a sales pitch that is empty and devoid of passion,” she says. Her approach to managing teams is grounded in listening and excellence: “We train [employees] to listen to customers and tailor their services to meet the client’s needs.”
That personal touch, she insists, isn’t lost in a franchise setting. FACE FOUNDRIÉ’s philosophy is rooted in
consistency with flexibility—what she calls “sisters, not twins.” While each store adheres to a sleek, minimalist design palette, franchisees can add regional flourishes. “The young and fresh look is very pleasing and calming,” she says, adding that the design helps build a cohesive but welcoming experience.
As for staying competitive in the fastmoving world of skincare and beauty? Jacquin credits the brand’s combination of innovation and a ordability. “FACE FOUNDRIÉ has curated a very high-end facial bar experience at a very low price point,” she says. That alone, she argues, is enough to disrupt the market. “Customers who pay less for a high-quality facial experience have greater satisfaction, and this is a secret weapon for success,” she explains.
Still, when asked what trait she recommends for would-be entrepreneurs, it’s not design sense or marketing savvy; it’s stamina. “The mindset I use that has served me well is to remain persistent and diligent,” she says. “These decisions are usually all little things. But diligence with every item is what makes the whole excellent. Persisting without exception will help you overcome the hurdles and pitfalls.”
Back in Santa Rosa, Jacquin sees her work not just as business development but as community investment—especially in the wake of the 2017 fires. “There was a new sense of community … and a new sense of gratitude for the familiar,” she reflects. “It gave us all a chance to help and support one another as we rebuilt from the ashes.”
Now, with another location opening soon and a business that feels like the right fit for her hometown, Jacquin, who is more committed than ever, says, “I’m so excited to be a business owner locally … and become even more a part of the community I love so much.”
— North Bay Magazine Sta
Visit
County Sonoma
From crisis to climate action, Sonoma County Tourism CEO Claudia Vecchio is redefining how and why we travel
When Claudia Vecchio took the helm of Sonoma County Tourism (SCT) in November of 2017, she expected to restructure an agency and sharpen its strategic focus. Then the fires came. Days after she accepted the role, wildfires swept through the region, upending plans and lives alike. For Vecchio, it marked the beginning of a new kind of leadership, one shaped not only by crisis but by a resolute belief that tourism must serve more than visitors.
“Without question, the 2017 fires were the most defining,” she says. “Honestly, this set the foundation for the organization to handle several more fires, floods and the Covid crisis.”
Vecchio’s résumé spans more than three decades in destination marketing and tourism development. She’s earned a reputation as a visionary—strategic,
collaborative and unafraid to reimagine her industry from the ground up. Her legacy isn’t just visitor numbers—it’s the redefinition of tourism as a force for sustainability, equity and community well-being.
Under Vecchio’s leadership, SCT has transformed from a traditional destination marketing organization into something more ambitious: a destination stewardship organization. That shift wasn’t just strategic—it was personal.
“It’s unconscionable to me that anyone could live through that time and not respect the dangers of climate change and visitor impacts on the fragile ecosystem in this region,” she says. “For SCT to continue to define success only by the numbers of visitors seemed irresponsible and tone-deaf.”
Informed by community listening sessions and the firsthand experience of climate disaster, Vecchio began to move SCT beyond the old tourism playbook. “Being thoughtful stewards of this place, understanding the needs of our residents and moving the industry forward in a thoughtful way will help ensure the assets of this destination are available for generations to come,” she says. “That’s not only the right thing to do, but it’s smart long-term marketing.”
One of her hallmark initiatives, “Wine Country for All of Us,” brings that philosophy to the forefront. More than a campaign, it’s a values-driven reframe of who belongs in Sonoma—and how they’re welcomed.
“We wholeheartedly believe an inclusive and open welcome is in the DNA of Sonoma County,” Vecchio says, “but understand not every guest is given this level of accommodation.” With a new partnership with Wheel the World, SCT is helping travelers with accessibility needs better understand what to expect. The approach is pragmatic, not punitive. “About 40% of visitors to the area require some level of accessibility accommodation,” she notes. “So we know this is an important step.”
That initiative is joined by another first-of-its-kind program: the Seven Secrets of Inclusive Hospitality. Set to launch in the fall, it positions Sonoma County as the first U.S. destination to o er this material as an instructional curriculum.
Being thoughtful stewards of this place, understanding the needs of our residents and moving the industry forward in a thoughtful way will help ensure the assets of this destination are available for generations to come.
It’s just one example of how Vecchio sees Sonoma not as a marketing challenge, but a living, breathing ecosystem that’s social, environmental and economic. “Sustainability is definitely a past, present and future goal for SCT,” she says.
Past e orts include partnering with Kind Traveler, whose “Every Stay Gives Back” program donates $10 to local charities for every night booked through the platform, and with Leave No Trace, helping to educate visitors on responsible recreation.
“This program spun o into a three-county Cleaner California Coast initiative that includes Mendocino, Marin and Sonoma County,” she notes.
Looking ahead, Vecchio wants to elevate awareness among lodging partners and increase visibility for sustainability practices that matter to modern travelers. “Finding the actual metrics that prove we’ve succeeded … is challenging,” she admits. “But we work to increase the number of lodging properties that lean into sustainable practices … and find opportunities to work with community groups on clean-up and other area beautification e orts.”
That attention to community extends beyond green credentials. When residents expressed concerns about tourism’s impact on quality of life—transportation, housing, workforce strain—Vecchio listened. “Once those listening sessions were completed and insights evaluated, SCT made significant organizational changes,” she says. A newly bolstered community engagement team now helps monitor local sentiment and guide programming.
“Tourism, a $2.4 billion industry, helps support the majority of our businesses, employs 22,500 people and creates a global brand that generates interest in the area for economic development,” Vecchio says. “Helping residents understand we’re all
in this together … has helped alleviate some of the resident concerns and help us all move forward with a greater sense of collaboration.”
Part of that collaboration comes from Vecchio’s cross-sector fluency. Her leadership style has been described as both strategic and collaborative, but she downplays the labels. “I listen,” she says. “To not only understand what people are saying, but to determine how that connects with what I’m hearing from others.”
The results speak for themselves. Under Vecchio’s tenure, SCT has launched award-winning branding campaigns, built public-private partnerships with staying power, and navigated natural and economic disasters with the steady hand of a seasoned captain. She credits her board for supporting risk-taking, and her sta for making it all work.
“The current sta is an incredible group of talented, passionate, dedicated people who understand what we do has enormous consequences for people’s livelihoods,” she says. “Having a team that does each of their jobs so well allows for risk taking and innovation.”
But even industry changemakers have favorite spots. When asked where she takes visiting friends and family, Vecchio doesn’t hesitate. “Bodega Bay,” she says. “That’s my favorite place for reasons that go beyond its sheer beauty to reach into the heart.” Dry Creek Valley and Geyserville also make her personal list, for their “undulating hills,” “family-owned wineries” and “unique and wonderful personality.”
In the end, it’s not about the brochure; it’s about belonging. And under Claudia Vecchio’s leadership, Sonoma County is making room for more people to belong.
— North Bay Magazine Sta
When Alan Mark looks at a city block, he doesn’t just see buildings—he sees possibility. The longtime strategist and market-maker has spent more than two decades reshaping how and where people live, work and build community in the Bay Area and beyond. Now living between San Francisco and the wind-brushed edge of Stinson Beach, Mark balances his time between advising major urban redevelopments and contemplating architectural reuse in the ruins of Rome.
He’s sold more than $5 billion in real estate, brought more than 10,000 housing units to market and helped usher in the era of luxury residential amenities in San Francisco—before most developers could spell “spa.” But even with his résumé reading like a civic blueprint, Mark isn’t resting on his laurels. Instead, he’s consulting on the kinds of large-scale transformations that could define the next chapter of California living, from Treasure Island to Cloverdale’s Esmeralda Village.
One of the early turning points in his career came during a collaboration with developer Henry Lambert on the Brannan towers in San Francisco. “Henry’s a visionary, a world traveler and a risktaker with a passion for great design and food,” says Mark. “We worked seamlessly together designing the Brannan … with interiors designed by Christian Liaigre.”
It wasn’t just about creating a building—it was about changing the expectations of what city living could look like. “Henry understood that discerning buyers would value distinctive design and exceptional amenities,” Mark says. “This collaborative approach set a new standard.”
That standard of luxury residential with high-touch service and elevated design helped turn The Mark Company into an industry powerhouse, ultimately acquired by Pacific Union (and later Compass). But when Mark stepped away from the company he built, it wasn’t retirement. It was reinvention.
“I absolutely loved creating The Mark Company with a terrific group of people and clients,” he reflects. “Now, with my consulting firm, the Alan Mark Company, I’m able to continue working with clients on innovative projects that truly excite me.”
That excitement now comes with a di erent cadence. No longer tethered to day-to-day operations, Mark has created space for a broader intellectual life, including teaching, traveling and immersing himself in long-form learning. “My consulting business has also given me the flexibility to spend more time reading, traveling, learning and teaching—all activities that feed the soul.” He’s studied AI and ethics at Cambridge, design at Harvard and has completed three fellowships at the American Academy in Rome—his most recent focused on adaptive reuse in architecture.
It’s this concept—rethinking how we use and reuse the built environment—that has shaped Mark’s recent work, including an op-ed in the San Francisco Chronicle. “The Roman concept of ‘spolia’—repurposing architectural materials from older buildings—has shown me that we need to consider a building’s entire lifecycle before construction even begins,” he says. “Can this building adapt? Can it last longer? Can its materials live again?”
Such thinking goes beyond aesthetics or even sustainability—it’s about resilience. “We should design with adaptability in mind, remembering that society’s needs may change over time,” he notes. “This isn’t just environmentally responsible; it’s economically pragmatic.”
And nowhere is that kind of pragmatic vision more relevant than in San Francisco. Mark sees untapped potential in an unlikely place: Fisherman’s Wharf. “This iconic area is ideally suited for multifamily housing and mixed-use development,” he says. With transit, infrastructure and postcard views already in place, the real estate is there. What’s missing, Mark suggests, is bold thinking and perhaps a loosening of height limits. “Fisherman’s Wharf is prime for redevelopment into a vibrant, livable neighborhood,” he adds.
But how does one balance visionary planning with the lived-in texture of existing communities? For Mark, the key is always starting with the people. “The focus always needs to be ‘who will live there?’” he says. His process isn’t just datadriven—it’s deeply human. “I study what each group wants and needs, while also trying to anticipate future desires they might not yet recognize themselves.”
Placemaking, in this sense, becomes
It wasn’t just about creating a building—it was about changing the expectations of what city living could look like.
an act of storytelling—imagining the ways lives unfold in spaces not yet built. “When designing spaces, I’m constantly visualizing what the community will look like when it’s thriving and fully occupied,” Mark explains. “The question becomes: What elements need to be incorporated today to achieve that vibrant endpoint as seamlessly and quickly as possible?”
This mix of foresight and grounded realism also defines his approach to entrepreneurship. “When meeting with a developer, I’ve always started our first meeting for a new project by stating, ‘It’s going to be a bad market with lots of competition, so let’s get started,’” he says. “This mindset—preparing for challenges while maintaining forward momentum—has been my anchor.”
What else has endured over his 25-year career? A belief in the unique “dialect” of every neighborhood. “This authenticity is reflected in the residents … their preferences, passions, culinary tastes, style and how they interact with the architecture,” he says. Whether that means Ritual Co ee or Equinox—or neither—depends entirely on the character of the place.
As for Stinson Beach, it’s not a project—it’s a home. “Stinson continually remains a magical and rejuvenating place for me,” he says. “Though I love to travel, I always long to be back.” Three miles of sand, Mt. Tam’s trails and the rhythm of the ocean provide a counterpoint to the complexity of urban reinvention.
And yet, even from this windswept perch, Alan Mark remains invested in the future of cities—how we live, how we build and how we evolve. “There’s so much to read, to see, to learn and to teach,” he says. Lucky for the rest of us, he’s not done doing any of it.
— North Bay Magazine Sta
STEEP Entrepreneur and author Ron Rubin’s latest book, ‘Gold in Your Backyard,’ is ‘all about life lessons and leadership and the power of a dream,” he says.
Tea Time
Author and entrepreneur Ron Rubin spills the tea
BY Isabella Cook
Ron Rubin is the kind of man who turns his dreams into reality … even if it takes a few (or 40) years and some plot twists along the way.
In 1971, Rubin first dreamed of owning a winery in California after studying viticulture and enology at the University of California, Davis. Forty years later, in 2011, he purchased River Road Family Vineyards in Sonoma County.
Of course, the path to this West Coast-meets-Dionysian dream wasn’t exactly a straight line—more like a labyrinth of sideroads that turned out to be the secret highways of manifest destiny the entire time.
Through perseverance, patience and an outstanding ability to turn life’s sometimes random-seeming experiences into valuable life lessons, he brought his dreams to life. Now, his influence can be savored in teacups, wine glasses and, as of May 1 this year, the bindings of a book as well.
His new book, Gold in Your Backyard: Lessons in Life, Leadership, and the Power of a Dream, distills his life’s lessons into 50 convenient tidbits of lived gospel. “It’s all about life lessons and leadership and the power of a dream,” Rubin said.
“Every year, I would write down a special lesson I’d learned that year. Each year, I added to that list. And about three years ago, I met a gentleman in the book publishing industry in Napa, and he said, ‘Ron, I think this will make a great book.’ So we started working together to come up with Gold in Your Backyard. It was an expression my dad used, and I dedicated the book in his honor,” he continued.
Rubin began gathering these lessons in earnest back in 1972, when he joined his family’s business, Central Wholesale Liquor Co., in Mount Vernon, Illinois—a company founded by his father in 1950.
“The first lesson I have is to find a mentor,” he said. “I was fortunate enough to have a number of mentors in my life, and that’s really what I think a young entrepreneur or an entrepreneur of any age needs. When I found my publisher, I didn’t know a lot about book publishing or writing, and he held my hand for two and a half years.
“To have a mentor is invaluable. They’re someone who’s been there, done
I was fortunate enough to have a number of mentors in my life, and that’s really what I think a young entrepreneur or an entrepreneur of any age needs.
that and can guide you and take you by the hand … It’s such an advantage. Some people are afraid to approach someone or ask someone to be their mentor, but the mentor doesn’t have to be anything other than a family member or a neighbor. Don’t be afraid to reach out and find a mentor,” Rubin added.
“The second lesson is called read,” he continued. “I’m an avid reader of business books; never got an MBA, but reading books is really important, and you can learn so much from reading books. Leaders need to be doing their reading because their competitors certainly are.”
Rubin read one book in particular that changed everything. In 1992, he picked up a copy of The Republic of Tea—a read he a ectionately calls “the most expensive book I’ve ever bought in my life.” Not long after reading The Republic of Tea, he acquired the tea company of the same name and became its guiding force before eventually bequeathing the title to his son, Todd.
“Another one of the lessons is to write thank-you notes,” he said. “I think it’s real important in today’s world that you sit down and write a handwritten thankyou note. We strive to do that at my businesses and my personal life. In the book, I say who taught me that lesson—it was my wife, Pam. Learned that lesson from her.”
Rubin met his wife while they were both students attending college; they have now been married for more than 50 years. Just imagine how many cups of tea, wine, lessons and memories a couple can share in five decades together … talk
about quali-tea time spent with those who matter most.
Another dream Rubin made into reality came after a heart episode at age 60. True to his nature, Rubin turned the experience into a lesson and, in the last seven years, rolled out a program called Trained For Saving Lives. The program aimed to put Automated External Defibrillators (AEDs) into wineries and to have sta trained to handle medical emergencies.
By alchemizing his personal medical experience into a lesson, Rubin was able to turn that lesson into a dream that became a tangible reality where 450 U.S. wineries are now onboard the program, making to date a total of more than 2,000 sta members trained in CPR, AED and first aid. Only time will tell how many lives that dream, made real, might save.
“I think that the whole theory of Gold in Your Backyard is that you can live your dream by staying exactly where you are,” Rubin concluded. “Whatever you’re looking for, it’s right there in your backyard. But people think they can’t find gold in their backyard.”
He noted, “I found my publisher in Napa; it was gold in my backyard … I wanted to find a consultant to work with, and I found the finest one living right here in San Rafael. People think you have to go to Chicago, New York, Los Angeles … and what they don’t realize is that if you dig deep enough, whatever you’re dreaming of can be found right in your backyard.”
To learn more about the gold in the backyard and possibly pan some nuggets of wisdom out for oneself, visit goldinyourbackyard.com.
INTENTION For those interested in refreshing their space, designer Gina Caulkins suggests starting with intention—not ambition.
Designing the Dream
Larkspur designer Gina Caulkins brings laid-back lux life to North Bay families
In a world of aspirational interiors built more for Pinterest than people, Gina Caulkins is designing for real life—and all the spilled juice, soccer gear and family chaos that comes with it. As the founder and principal designer of Larkspur-based California Daydreams, Caulkins has made it her mission to turn houses into homes that work for families without sacrificing a sense of calm, comfort or style.
“We’re all about real family homes, not museum spaces,” she says with a laugh. “When I became a mom myself … it was eye-opening just how much kids impact the way we live in our homes.”
She remembers cradling her newborn son and suddenly noticing just how unfriendly her living room had become—sharp marble corners, a sofa that couldn’t handle a spill and nowhere to stash the daily avalanche of family life. “Being a working mom myself has really made me passionate about designing homes that really function for the families that live in them,” she says.
In just the past year, Caulkins has opened a new studio in downtown Larkspur, expanded her team and completed a number of standout projects across Marin and Sonoma counties. Her latest: the Coastal Cottage in Greenbrae, a family home that balances easy elegance with a heavy dose of utility.
“They have three active kids in elementary and middle school, so incorporating intentional storage was a must,” she explains. Think: a mudroom cabinet with a section for each child, complete with hooks, cubbies and charging stations for Chromebooks.
Even the kitchen received a dualpurpose upgrade. “We designed a hutch that does double duty … extra storage for entertaining essentials and also serves as a family command center for the mom,” says Caulkins. Permission slips, schedules, bills—all filed away, all out of sight.
This is the essence of California Daydreams: beautiful spaces that don’t pretend children don’t exist. Caulkins’ signature style combines bright, breathable aesthetics with deeply practical design thinking. “It’s all about selecting the right materials that can withstand kids and pets,” she says. That means performance fabrics, textured
Our surroundings heavily influence our design. From the colors and materials that are grounded in nature, to the more informal way people live in their homes, to making choices that are more sustainable and kinder to our planet.
lighting fixtures and synthetic woven chairs that can be—literally—hosed o . “Though we get asked all the time, we often shy away from white or cream sofas,” she adds. “You’re still going to see every mark until they’re cleaned.”
Instead, Caulkins prefers to start with white or o -white walls to create an airy base, then build a layered palette of neutrals, natural textures and soft pops of color. “We love to bring in texture on lighting (since it won’t be touched by kids) and accessories,” she notes, leaning into practicality with a relaxed elegance that feels thoroughly Northern Californian.
The studio’s name, California Daydreams, is more than a nod to a design ethos—it’s a reflection of place. “Our surroundings heavily influence our design,” Caulkins says. “From the colors and materials that are grounded in nature, to the more informal way people live in their homes, to making choices that are more sustainable and kinder to our planet.”
That regional sensibility is part of what makes her work resonate so strongly in Marin and Sonoma counties. “Our clients are more laid back and influenced by the beautiful natural landscape,” she says. “I think we’re the product of our surroundings.”
But creating dream homes also means running a dream business—and opening a studio brought a few surprises. “The biggest surprise … is just how much I missed collaborating with a team in person,” she says. After fully embracing remote work during and after Covid, Caulkins was caught o guard by how
fulfilling it felt to return to a tactile, in-person workflow—meeting tradespeople, working side-by-side with clients and designing together with her growing team.
For families looking to dip a toe into refreshing their space, Caulkins suggests starting with intention—not ambition. “Think through how you really live in a space,” she advises. “People make choices that aren’t right for them because they’re being aspirational or thinking far in the future.”
Her rule of thumb: Prioritize closed storage, choose materials that will wear well and skip natural stone if one is not into patina. “Everything in the space should have a home,” she says.
Looking forward, Caulkins sees California Daydreams continuing to evolve alongside the families they serve. “We’re excited to continue working with local families … via a tried and true + e cient process that makes the experience enjoyable,” she says. Innovation is also on the table—new materials, new technologies, new ways of working that help families feel more at ease in the places they live. “We love pushing boundaries,” she notes.
And so, in a design world still too often caught between showroom perfection and real-world function, Caulkins and her team at California Daydreams are carving out a third way: stylish, thoughtful spaces that are built for actual life.
Not a showroom. Not a fantasy. Just a really great daydream—brought to life in the North Bay.
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North Bay Magazine Sta
130,000 Pounds or 2,341 Trees!
The Face of Trusted Home Services
For more than 90 years, Ongaro & Sons has been the cornerstone of home comfort in Marin and Sonoma counties. Founded in 1932, this family-owned business has grown from a small plumbing shop to a full-service provider of plumbing, heating, cooling, electrical and solar solutions. Now in its fourth generation, Ongaro & Sons continues to evolve by embracing innovation and prioritizing customer satisfaction. “Our commitment to excellence starts with our people,” says CEO and great-grandson Ernest Ongaro. “We invest in training, ethics, and service to ensure every customer experience is exceptional.”
Five years ago, COVID-19 shuttered people indoors, pausing the flow of the in-person economy. Small businesses worldwide took a hit—but Willow Fish Peterson of Made Local Marketplace in Santa Rosa saw opportunity knock. “The focus of only featuring hyperlocal products has been really important in combating the ‘buy everything on Amazon and have it delivered craze,’” Peterson says. “It creates and fosters community and gives small-batch artisans and makers a physical place to sell and showcase their goods. The hope is for it to continue to grow to be a collaborative project that will feature local growers, manufacturers, makers and retailers.”
The Face of Outdoor Dining in Kenwood
For Todd Lake, owner of Salt & Stone, there is something magical about restaurants and hospitality—though there’s nothing make-believe about the enchanting experience of a golden hour dinner at Salt & Stone. What began as a COVID-era precaution became an emblem of Sonoma County’s best views: intimate tables on a flagstone patio, surrounding a peaceful koi pond, nestled in the heart of the vineyards of Sonoma Valley. “The views are amazing and always changing with the season,” Lake says. “I believe that it literally elevates our ability to create incredible hospitality and guest experiences.”
SALT AND STONE, 9900 SONOMA HWY, KENWOOD, 707-833-6326, SALTSTONEKENWOOD.COM
The Face of Hot Yoga
Rebecca Pennington of Energize Hot Yoga is an athlete’s athlete. She’s led wilderness adventures, loves outdoor sports like skiing and mountain biking and taught fitness for years—until a knee injury slowed her down. When she turned to yoga and Pilates, she found more than just pain management; her body’s alignment, posture, balance and strength improved, and her stress levels fell. Pennington realized that yoga and Pilates could help people challenge themselves physically, and become stronger, healthier, happier and stress-free, which is why she opened Energize Hot Yoga—“to create a safe, positive, encouraging, uplifting, inclusive environment for all people.”
The Face of Sonoma County Lavender
What do you do with a plant that hates water and most things can’t eat? If you’re Bill MacElroy, you grow 35,000 of them. Monte-Bellaria di California is the largest lavender farm in Northern California, spanning 9.5 acres of planted lavender. Most of the farm’s production focuses on the high-yielding “grosso” variety, a cross between sweetsmelling English lavender and Portuguese spike lavender. The “herbal, camphorous smell” of grosso, with the beeswax gathered on-site, is perfect for blending the farm’s signature essential oils, aromatherapy perfumes, soaps and culinary products. “In aromatherapy, camphor opens the bronchial passages much more effectively than more perfumey lavender,” MacElroy says. MONTE-BELLARIA DI CALIFORNIA, 3518 BLOOMFIELD RD. SEBASTOPOL, 707-829-2645, MONTE-BELLARIA.COM
The Face of Transformational Healing Through Expressive Arts
Finding one’s authentic self is a journey—one that requires trust, creativity and deep personal exploration. At Dialogical Persona Healing Arts, Kelsay Elizabeth Myers helps clients worldwide uncover their inner strengths and step into their “mythic self”—a vision of who they are meant to be. As a Korean adoptee, lesbian and expressive arts practitioner, Kelsay integrates lived experience with transformational coaching to guide individuals toward healing and selfexpression. “I help clients to bring about what they want in the future by focusing on their inner resources—the gifts and strengths that they already possess in the present,” she says. Through coaching, creativity and connection, Kelsay empowers bold hearts ready for change.
The Face of Reliable, HighQuality Cannabis in Marin
Finding premium cannabis products shouldn’t be complicated. That’s why Monica Gray and her husband Adam Fong started Nice Guys Delivery—to bring safe, high-quality cannabis directly to Marin County customers with ease and discretion. Since 2015, her team has provided expert guidance, exceptional service and a carefully curated selection of trusted products. “Our customers deserve a seamless experience, from ordering to delivery,” Monica says. As a leader in the industry, she also fights for fair regulations that keep legal cannabis businesses thriving. With Nice Guys Delivery, customers get more than just cannabis—they get reliability, education and a commitment to their well-being.
The Face of Financial Empowerment
For many older adults, their home is their most valuable financial asset. Unlocking that equity wisely can be a game-changer, and that’s where trusted guidance matters. As a seasoned Reverse Mortgage Specialist with Mutual of Omaha Mortgage, Homa Rassouli is dedicated to helping homeowners aged 55+ explore secure ways to access their home equity and age in place with dignity. With decades of experience, Homa is known for her compassionate, educational approach. “For the right person, a reverse mortgage can be truly life-changing,” she says. Whether planning for retirement, managing expenses, or simply seeking peace of mind, Homa offers the support to help you make confident decisions.
HOMA RASSOULI, NMLS #455497. MUTUAL OF OMAHA MORTGAGE INC., NMLS #1025894. 7250 REDWOOD BLVD, SUITE 300, NOVATO, CA 94945 415-717-4618, HOMARASSOULI.COM, EQUAL HOUSING LENDER
The Face of Organic Chocolate and Tea
David Gambill and Susan McCarn have been a Sonoma County gem for more than 17 years—voted Best Chocolatier in Sonoma County since 2009—and to hear them describe their creation process in chocolate and tea, you’d believe they were spinning gold. From their first tea truffle in France to their Sebastopol storefront, they’ve explored the chemistry of chocolate, its symphony of flavors, the way the best beans are sourced and how to sell their greatest product: smiles. “Only fine-flavor beans are used to make fine chocolate,” David says. “The flavor starts with the variety of bean that is grown; just like wine grapes, each step of the process then contributes to the final flavor, and each variety of cacao needs to be handled differently, from fermenting to roasting. A fine chocolate will linger in your mouth for many minutes. That’s one of the reasons that it takes very little fine chocolate to satisfy one’s desire.”
The Face of Healthy Aging
By 2030, one-third of Marin County’s residents will be 60 years old or older, with the greatest growth in that aging population expected to be seniors in their 80s. Growing older at Vivalon’s Healthy Aging Center represents a vibrant, fulfilling phase of life, not a slowing down. “People think life is not as interesting or as engaging as you get older,” says Stephanie McNally, Vivalon’s chief program officer. “That is the opposite here.” McNally credits Vivalon’s integrated model of elder care with meeting older adults’ mental, physical and social needs through connectedness, lifelong learning and advocacy, which enables them to age gracefully.
The Face of Clean Energy Independence
Since 1971, Vital Energy Solutions has helped Northern California families and businesses lower utility costs and embrace clean, reliable energy. As a third-generation, family-owned company, Vital designs custom solar, battery, generator and microgrid systems tailored to customers’ needs. Their expert team manages every step—from permitting to rebates—with care, craftsmanship and integrity. “We’re proud to stand alongside homeowners, nonprofits and business owners alike as they gain energy independence, reduce operating costs and strengthen long-term resilience,” says owner Jason Jackson. “For local businesses, our systems not only cut utility expenses, but also provide energy security, improve sustainability credentials and support future growth. It’s an honor to be trusted with their success.”
The Face of Dog Training
One of the most important lessons dogs and people learn together is how to communicate. “Dogs want to do what we want—they just don’t always understand because the way we communicate can be confusing,” says Alicia Collins of K9 Activity Club. “Helping bridge that gap is one of the most powerful things we can do. I love puppies and working with dog parents to help them learn the best ways to guide and raise a well-adjusted puppy. It’s such an important foundation, and being part of that journey is incredibly rewarding.” The training team at K9 Activity Club builds that connection through trust, consistency and clear communication.
K9 ACTIVITY CLUB, 4340 OCCIDENTAL RD, SANTA ROSA 707-569-1394, K9ACTIVITYCLUB.COM
The Face of Electrical Contracting
Lighting can make or break the interior design of a room, explained Eric Norris of Bull Dog Electric in Santa Rosa, and the best is the kind that fills the space without calling attention to itself. “When we help a client with lighting, I want to find out how they plan on using the room: furniture layout, pictures, special items they may have,” Norris says. “We then want to have the lighting accent the design of the room to bring out its characteristics. I want you to see the light, but not where it is coming from.”
The Face of Cosmetic Dentistry
A lot has changed in cosmetic dentistry—especially with preferred materials and complex treatment techniques—since dentist Sean Wilson started practicing dentistry 25 years ago. Wilson, who also practices general dentistry, brings the most advanced dental developments to his practice, crediting the early influence of his mentor, Dr. Jeff Morley of San Francisco, a lifelong learner and world-renowned cosmetic dentist who taught cosmetic dentistry to practitioners around the globe. “A smile is the first thing people notice about you,” Wilson says. “It’s probably the most important thing, and it’s the one thing a person has control over and can change more than any other physical condition.”
SEAN WILSON, DDS, 98 MONTGOMERY DR., SANTA ROSA, 701-578-7424, SEANWILSONDDS.COM.
The Face of Aesthetics and Wellness
At Wildflower Aesthetics & Wellness, founder and RN Julie Bones brings balance and harmony to each client’s unique features through a personalized and refined approach. With an emphasis on soft, natural and undetectable results, she artfully blends science with aesthetics to enhance beauty without compromising authenticity. Julie values genuine connection, taking time to listen, understand and guide— especially for those new to aesthetic care. Each treatment is thoughtfully customized. With her years of experience, expert injectables and medical-grade skincare, Wildflower offers a graceful, holistic experience rooted in trust, subtlety and a deep respect for individual beauty.
The Face of Private School
A joyful buzz fills the air at Headlands Preparatory School as students and teachers work side by side — collaborating, engaging in dialogue, and discovering the excitement of learning together. There’s a true sense of partnership where relationships are at the heart of the transformational experience. “Our teachers bring a wide range of experience and deep content knowledge,” says Executive Director Kristie Moore-Arauz “and what really sets them apart is how they connect with students. The work they do in the classes is nothing short of magical — empowering, inspiring, and truly helping students grow in ways that last far beyond school.”
Headlands Prep is a place where both students and teachers are supported, challenged, and able to flourish.
The Face of Kitchen & Bath Remodeling Design
CTW Kitchen & Bath has been a trusted tile showroom for almost 50 years and has expanded to include stone countertops, plumbing fixtures and cabinetry. With the addition of Certified Kitchen Designer Michelle Grady, we now provide design services in collaboration with Plumbing Manager Kristina Casazza and Tile & Stone Designer Kari Snyder. This lets us offer customers a one-stop shopping experience. “We welcome clients as they are,” says Michelle. “Everyone needs to start somewhere, and our team can guide you through budgeting, design and product selection for a smooth project.” Kristina adds, “Our goal is to be experts in our field while making our customers feel confident and comfortable.”
CTW KITCHEN & BATH, 10 HAMILTON DRIVE, NOVATO, 415-883-8861, CTWDESIGNS.COM
The Face of Hair Transplantation
If Nina Barry of Marin Hair Transplant had to pick one adjective to describe the hair restoration boutique she runs with guidance from her husband, orthopedic surgeon Dr. Piers Barry, it would be transformative. “My background in mental health gave me insight into how identity is tied to appearance,” Nina says. “Hair isn’t vanity; its visibility. Even in Piers’ practice, he sees patients at their most vulnerable, but with Marin Hair Transplant, we both get to witness transformation right in front of our eyes, not just physically, but emotionally. It’s a powerful reminder of how connected healing and confidence really are. It’s incredibly rewarding.”
SIR FRANCES DRAKE BLVD., KENTFIELD, 415-651-2208
The Face of Elevated Asian Hospitality
Hospitality values vary across Asian countries, but there are common characteristics: an emphasis on graciousness, attentiveness and genuine care for others, particularly guests. Those principles are at the forefront of the dining experience at Kuro Nami Japanese Kitchen and its next-door sister restaurant, The Baan Thai Cuisine. Born from a passion for Japanese food, Kuro Nami blends tradition and innovation to create a fresh dining experience. “Our team is very passionate about service,” says Jackie Suthon, an owner. “Our customers always will see smiles and receive a warm welcome, and then they’ll be happy from eating our good food.”
The Face of Cannabis Retail
Shopping for cannabis can be alienating because of security measures, store size or dispensary rules. Doobie Nights elevates that game. The five-year-old cannabis retailer is an “experiential dispensary” with a focus on hyper-local products and credits its success to knowledgeable and longtenured budtenders and the variety and quality products available. “It’s designed so customers have an experience when they come in,” said Charlie Woods, one of four partner friends and Santa Rosa residents who own and operate the business. “It’s immersive and psychedelic. It’s like a show piece, so there’s a wow factor, and when our customers come in, they are transported to a different universe.”
DOOBIE
The Face of Real Estate in West Sonoma County
Jennifer Klein, a full-service real estate agent with Corcoran Icon Properties, specializes in the distinctive properties of West Sonoma County. With a sharp eye for design and a deep connection to the region’s unique lifestyle, she brings exceptional marketing expertise and a passion for enhancing homes to their fullest potential. “Every property has a story to tell,” she says. “I work to uncover the right updates that highlight a home’s character and appeal.” Jennifer excels at discovering hidden gems, from off-market finds to serene rural estates, helping clients find their ideal home in Sonoma County’s vibrant landscape.
The Face of Inclusive, Justice-Centered Montessori Education
Cindy Acker, cofounder of Hamilton Montessori, believes children should be seen as leaders from the start. “We’re not just preparing children for the world—they are already part of it,” she says. “We’re here to appreciate who they already are.” A longtime educator, cultural leader and playwright, Acker founded Hamilton Montessori to create a space where children of all backgrounds feel valued, capable and connected. Grounded in Montessori principles, the school emphasizes critical thinking, cultural fluency and care for self, others and the environment—preparing students not just for the future, but to shape a better world today.
The Face of Family-Owned Home Improvement
For more than 105 years, Pini Ace Hardware has served Novato as more than just a hardware store—it’s a trusted neighbor and local institution. Owned and operated by the Young family since 1968, Pini is now run by third- and fourth-generation family members committed to preserving the store’s small-town roots while evolving to meet modern needs. With two locations, Pini Hardware continues to prioritize customer service, offer tailored inventory and support local causes. As co-owner Tom Young puts it: “We wouldn’t be here without our community.” That spirit of mutual support remains at the heart of everything Pini Hardware does.
The Face of Education for the Individual
At Winston Preparatory School, individualized education is not a strategy—it’s the foundation. The school supports neurodivergent students by deeply understanding their unique learning profiles and providing targeted academic and social emotional skill development. “Many of our students far exceed what people originally thought they were capable of,” says Head of School Kristen Atkins. Winston Prep’s personalized approach, including its Continuous Feedback System, helps students build independence, confidence, and daily success. With expanded programs for post-high school support, Winston Prep is committed to transforming education—one individual learner at a time.
WINSTON PREPARATORY SCHOOL, 1 SAINT VINCENTS DRIVE, SAN RAFAEL, 415-993-5533, WINSTONPREP.EDU
