Fortuna Chamber Quarterly Newsletter 2025 Q2 by North Coast Journal

SECOND QUARTER 2025

FAMILY-FRIENDLY

CEO Update

I’ve been in this new role for several months now, and I want to take a moment to thank my family and all the incredible people who have supported me along the way. I truly embrace this opportunity and look forward to the rest of the year ahead.

As a cornerstone of our vibrant community, small businesses play a crucial role in shaping the success and growth of Fortuna’s economy. At the Chamber, we are dedicated to providing the tools, resources, and support needed to help our local businesses thrive. Looking ahead, our focus is on creating more opportunities for collaboration, fostering innovation, and connecting business owners with the knowledge and networks that can make a real difference.

We believe that when businesses work together, great things happen. By sharing insights, best practices, and leveraging the resources available to us, we can create an even stronger business community. Whether it’s through educational workshops, partnerships, or simply offering a helping hand, we are committed to supporting you at every stage of your journey. Knowledge is power, and we want to ensure you have all the tools and connections necessary to succeed. Together, we can help shape a prosperous future for Fortuna—one where small businesses continue to be the driving force behind our economic vitality. Let’s make the most of the opportunities ahead!

Felicia Thomsson CEO, Fortuna Chamber of Commerce

Board of Directors

CHAIR OF THE BOARD

Cody Hurst, The Hurst Group

IMMEDIATE PAST CHAIR

Bailey Davy, Cornerstone Realty

VICE CHAIR OF THE BOARD

Brian Gonzalez, Redwood Capital Bank

AMBASSADOR CHAIR

Mavis Amen, The Fortuna Farmhouse, Famous Amens & Smokin Amens

SECRETARY

Kim Brown, Cornerstone Realty

DIRECTORS

Rick Center, Retiree, Community Advocate

Lisa Hummel, Hummel Tire

Laura Morris, Coast Central Credit Union

Layla Richardson, ERV Community Center

FINANCIAL ADVISOR

Greg Thomsen, Wyatt, Whitchurch & Anderson Inc.

STAFF

Felicia Thomsson, President & CEO

Linny Dalton, Ofﬁce Assistant

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Ribbon Cuttings

Fortuna HealthSport Gymnastics

The Shire Fortuna

Cameron & Lisa Renner Fortuna Liquors

Magnolia Esthetics

PHOTOSBY MARY BULLWINKEL

2025 Fortuna Special Events

April 19 Kiwanis City-wide Easter Egg Hunt @ Rohner Park

June 7 Fortuna City Wide Yard Sale

June 7 Art’n’Wine in the Park

June 3-Oct. Fortuna Farmers Market

July 3 Fortuna Fireworks Festival

July 12 Fortuna Rodeo Concert Bryan Martin with Alex Key & Timmy Mckeever

July 14 Fortuna Chili Cookoff

July 12-20 Fortuna Rodeo

July 19

Kiwanis Pancake Breakfast @ Rohner Park

July 25-27 Fortuna Redwood AutoXpo

July 26 & 27 Kiwanis Pancake Breakfast @ Rohner Park

August 23 Hops in Humboldt

October 3 & 4 Fortuna Fall Festival

October 4 Apple Harvest Festival

Ribbon Cuttings

PHOTOBY

MARY BULLWINKEL

Elysian Photobooths

Celebrating 20 Years

4 H, and many more.

In 2005, while Ken worked at the Chevrolet dealership and Angie was at a medical ofﬁce, Ken decided it was time for a change. They moved across the boulevard to a two-bay shop and opened their business. Although it was a daunting time, they adhered to the motto & quote;Do what’s right for the customer, the shop, and the car.& quote; Before long, they outgrew that shop and relocated to their current location at 1550 Alamar Way. Ken has served on the board of the College of the Redwoods Automotive Program, and most of the technicians have gone through that program. They have worked alongside Ken and participated in out-of-town training to stay updated on the latest developments in the Automotive industry.Rocha’s has invested in the tools, technology, and training to save their customers from having to go to the Dealer. They were among the ﬁrst to get iPads to take pictures to send it to the customer ,so they could see what was happening with their vehicle.

Customers love this!

We are open M -T from 8:00 - to 5:00. We do Smogs, Oil Services with a 26 pt Courtesy inspection, Factory maintenance, Diagnostics, Brakes, Engines, Transmissions and more. We provide a shuttle service in Fortuna. Customer service is number one with Rocha’s Automotive and many of their almost 500 Google reviews name their employees by name. We look forward to serving Humboldt for many years!

About the Nominees

LARGE BUSINESS OF THE YEAR

Advanced Security Systems

Your Local Choice for Security Since 1971

Now in its third generation, Advanced Security Systems has been proudly serving Humboldt County and Eel River Valley residents since 1971. Committed to our mission of Security for Life, we provide trusted protection for businesses, homes, and industries throughout the region. As a locally owned and family-operated company, we take pride in being your neighbors and your local choice for security & life safety.

Thank you for trusting us to safeguard what matters most and for allowing us to continue.

Delivering Peace of Mind to our community.

Fortuna

ACE Hardware

Locally owned and operated for 20 years.

Humboldt Auction Yard

It is said that agriculture dollars pass through the local community nearly seven times. During its nearly 80 plus years, Humboldt Auction Yard has been the conduit for Humboldt, Del Norte, Mendocino and Trinity County farmers and ranchers to do just that. Started in the late 1940’s by the Hymas family, Humboldt Auction Yard (HAY) has been the meeting place for livestock buyers and sellers. It is a place of true capitalism where cattle sell to the highest bidder and sellers walk away with cash money. Throughout its history, Fortuna always knew when it was Auction Day. Not just because of the sound of bawling calves drifting through town, but because Wednesday was traditionally the busiest shopping day of the week as local ranchers converged in town to sell their animals and shop for supplies at local businesses.

Community is an important part of the legacy that the Mora family inherited from the generations before it. They all believe in giving back with their time and talents in many ways. From auctioneering at local charity events, serving on school boards, coaching, and serving on local boards, the Mora family believes in being an active part of the local community. As a family the Humboldt Auction Yard crew plans to continue serving the local community for years to come.

SMALL BUSINESS OF THE YEAR

Hummel Tire & Wheel

In 1968, the Mora and Barkdull families purchased the Auction Yard and by the 1990’s the Mora family had taken over ownership and operation of the Yard. Throughout the years the Mora’s have overseen the marketing of thousands of head of cattle and sheep for local ranchers. Today, the Yard is owned and operated by Lee and Eileen and Justin and Marla Mora and is still conducting business much like it did in the beginning. Justin is the fourth generation of the Mora family to run the business with his sons Levi and Trey following in his boot steps right behind.

Hummel Tire & Wheel started in November of 1976 when Hal and Kathy Hummel and Bill Hummel purchased Johnson Tire & Wheel from Ed and Mary Johnson. Wendy and Lisa grew up working at the shop. The family spent so much time there, their growth charts are in the shop not at their house. When the founding Hummels decided to retire in 2004, Wendy left her job at The Goodyear Tire & Rubber Company to take over the reins. Lisa left her position at Accenture and followed soon after. Taking each of their diverse skill sets and their love of the tire shop, Wendy and Lisa continued to build on what their parents and uncle started. Hummel Tire has served the Eel River Valley and beyond with a dedication to always doing what is right for the customer. Strong supporters of the community, you will see the Junior Livestock Auction Wall of Fame when you walk into the ofﬁce. You will also see them at Career and Technical Education Board meetings, Fortuna Rotary and Fortuna Chamber of Commerce meetings, and many other community events. Wendy and Lisa are ﬁfth generation Humboldt County residents and are deeply grateful to be serving multiple generations of families.

The Hummel Tire team of professionals includes Art with 26 years of dedicated service; Rick with 20 years, Rick “R2” 8 years; Kyle also 8 years; and Adam, 3 years.

Ferndale Tech

FerndaleTech is a locally owned and operated technology company that has been helping the greater Humboldt County area with all of its technology needs since 1999. We offer a wide range of residential and smallto-medium-sized business technology services. Whether you’re a residential client needing your new home printer hooked up or a local business needing help managing your technology infrastructure, we’re here to help!

About the nominees

Cornerstone Realty

We are pleased to announce that this March marks the 20th anniversary of our business! What began in 2005 when Sally Conley opened her own brokerage in Fortuna has evolved into a thriving, community-focused operation. Over the years, we have seen growth and change, including an ownership transition and the addition of talented agents, while maintaining our commitment to exceptional customer service and strong community ties.

In 2021, Sally made the decision to transition into an agent role and sold the business to Kim Brown. Kim, who started as Sally’s assistant and then became a full-time agent, was presented with the opportunity to purchase the business. While Sally no longer owns the company, her wealth of experience continues to be a valuable asset to Cornerstone Realty.

In addition to Kim and Sally, Cornerstone is proud to have a dedicated team of agents: Peyton Huddleson, Alicia Buckner, Bailey Davy, Cara Diaz, Kayla Dias, Greg Dale, and Bridget Chittenden.

At Cornerstone Realty, we take great pride in our deep Humboldt County roots, our strong relationships within the community, and our commitment to providing the best customer service. We are honored to have been recognized by the Fortuna Chamber of Commerce as a nominee for Small Business of the Year, and we are deeply grateful for the support and trust of our community.

We look forward to continuing to serve our community for many years to come. (Not pictured: Greg Dale)

NONPROFIT OF THE YEAR

ERV Community Center

The ERV Community Center Foundation owns and operates the Gene Lucas Community Center( GLC) and campus. We are a nonproﬁt organization that started to serve the Fortuna community in 2021. The GLC has tenants who serve various populations including youth, seniors’ nutrition program, adults with disabilities and

mental health service providers. We work with over 50 community partners including local schools, colleges and nonproﬁts organizations providing them with space in the Eel River Valley. We host our own programs and events including Stocking Stuffer, various low-cost classes, and free to the public events such as clothing exchange, prom dress swap, monthly game and art nights, and First 5 Playgroup.

Our campus, named the McLean Campus after a generous donation and gift from the McLean Foundation, has over a mile and half walking trails open to the public and connected to Newburg Park. They surround our seasonal wetlands that provide a wonderful environment for wildlife. The 2nd building on campus is our tenant, Humboldt Senior Resource Center, who run PACE and Adult Day.

We have exciting growth on the horizon with senior housing and the potential of a community pool. Updates about both projects will be coming.

If you have any questions or would like to partner with us to bring support to the Eel River Valley community, please visit our website at www.glccenter.org or call 707-725-3300.

Fortuna Kiwanis

The Kiwanis Club of Fortuna was chartered in 1941. Kiwanis is a global organization of volunteers dedicated to our Mission of improving the world one child and one community at a time. The Mission is the driving force behind our activities. We currently have 26 members who support our service projects and our fundraising efforts.Our primary fundraisers are Quartermania, which is scheduled for March 14 this year. And we are widely known for our Pancake Breakfast at the Fortuna Rodeo on Saturday and our Pancake Breakfasts at the AutoXpo on both Saturday and Sunday. These events provide us with the funds necessary to support our local projects and organizations. Some of our Service Projects include the Business Women’s Luncheon, Trunk or Treat, 4H Spaghetti Feed, Bike Rehab Project, Flags on Main Street, Citywide Easter Egg Hunt, Walker School Bike Rodeo and July 3 rd Games. The funds we raise enable us to grant High School scholarships, provide school supplies, purchase items for the CCC Christmas Project and purchase library books for kindergarten students. We also donate to organizations ranging from Big Brother Big Sisters, Humboldt Fastpitch Softball, Santa’s Sleigh and Santa’s Workshop at the Humboldt Grange #501. Our current Board includes Kathy Lovell, Heather Aultman, Janice Simmons, Pam Johnson, Gerrie Becker, Ray Lovell, Jeff Wilkins and Hannes Becker. Our Club meets every Tuesday at 7AM at Peppers in Fortuna. Please feel free to join us for breakfast and we will even pay for your meal. And if you would like more information or to be contacted about our Open House in April, Please contact Kathy Lovell at 707-725-3951.

Sunrise Rotary

Fortuna Sunrise Rotary is a local chapter of Rotary International. As a service group, our priorities are Rotary’s Seven Areas of Focus: World Peace; Disease Prevention and Treatment; Water, Sanitation and Hygiene; Maternal and Child Health; Basic Education and Literacy; Community Economic Development; and Environment. We pride ourselves on applying these areas of focus to our local community and international projects. Our local initiatives include supporting youth education through scholarships, addressing food insecurities with our Backpacks for Kids partnership with Food For

People, the Walker Community Garden, among many other projects. One of the best things about our club is the membership! We are members of the community with a shared motivation to invest and develop our local area. Guests are welcome to join us at our regular meetings, 6:45am every Wednesday at Hot Brew. Thank you to the Fortuna Chamber of Commerce for the recognition and continued support of our business community.

NEW BUSINESS OF THE YEAR

The Fortuna Farmhouse

The Fortuna Farmhouse is a small husband and wife locally owned business that features items from over 60 vendors that are mostly from Humboldt County! We have items for any occasion! We also have what we call the Reﬁllery that is ﬁlled with items like seasonings, coffee, tea, baking supplies, bath and cleaning supplies all by the ounce. A lot of those items are locally sourced and made as well. We hope to become your one stop shop like the old mercantile in the past. We thank you for the nomination and look forward to bringing great products to our wonderful community for many more years to come!

The Local Kick Club

Hi my name is Laura Shears. I have been teaching kickboxing since I was 17 years old. I opened The Local Kick Club in July of 2022!! I had always dreamed of having my own kickboxing studio so I took the plunge and opened the Kick Club!! It was the best decision I could make. So many people fell in love with my kickboxing class and before I knew it a community started to grow. “The Kick Club Fam! “ Quickly within a year I expanded to accommodate more people and more kickboxing bags. It’s been so great! In July 2025 the Kick Club will have its 3rd birthday! The Local Kick Club is so much more than just a “good workout”! It is a family, a vibe and so many people’s “Happy place” or “second home” . When your workout becomes a hobby and a lifestyle that’s when you can stick with it. So many of my students have been with me for years. I love being part of their fitness journeys! Everyone is so welcoming to all the new students and many friendships form! The hardest part is walking through the door. All you have to do is glove up and let me do the thinking for you!! You walk out feeling better than when you walked in!! The results are awesome and so many people are changing their lives! Youth classes started in January! The kids are working so hard and they don’t even realize it. They are laughing and sweating and begging to come back! How fun is it to hit and kick a bag for a workout? Kids need to move their bodies, get their blood pumping and leave some energy on the bags! It helps with confidence, sports, sleep, happiness just to name a few! The Local Kick Club is for EVERYONE. My number one goal is to make sure everyone feels welcome and realizes that modifications can be made. You don’t have to limit yourself completely just to your own personal limits. I will push you, but in a safe way. You sometimes don’t realize what you CAN DO... until you have that cheerleader in your ear telling you “YOU CAN!”

Monday through Saturday you can come Kick it with the locals! Drop ins are always welcome! Thank you to everyone that has stepped foot in the club, YOU are what makes the KICK CLUB!

Unravel Studios

Kimberly Laikam, native of Humboldt County, Owner of Unravel Studio

Unravel Studio was formed in 2023. I offer certified massage therapy including Trigger Point, Lymphatic Drainage, Deep Tissue, Reflexology, Acupressure, Prenatal, Sports, and Swedish massage and Cupping. Why Massage Therapy? Self care is important to our mental and physical well being. Staying active and reducing everyday stress enables greater levels of happiness. Massage reduces stress, provides pain relief, loosens tight muscles and assists with circulation. Incorporating massage into your weekly or monthly routine can improve the quality of your life and the benefits can be effective. Massage is a tool to help heal. Whether it’s stress, illness or simply to pamper yourself. I offer services from my home; an amazing space with a view that provides an extra sense of peace and relaxation. My mission is to assist others in experiencing the benefits of massage therapy.

VOLUNTEER OF THE YEAR

Mike Johnson

I Retired in June 2018 after 25 years in Fortuna Public Works. I have served the last 6 years as a Fortuna City Councilmember. My wife and I raised our family Here and now our grandchildren are enjoying living in our community. I have had the opportunity to serve our community as a volunteer in various forms including Fortuna Chamber of Commerce, Fortuna Calvary Chapel, Fortuna Kiwanis, the Rodeo Association and Auto Xpo. I believe that community is a collaborative effort between individual community members, businesses, and agencies, and we all have a part to play in making this small-town community the Friendly City.

Chris Broadstock

Mavis Amen

Thank you for this nomination. I have only been a part of this wonderful community for a few short years but it feels like home! I grew up with my grandma who was considered town grandma, she was a part of all sorts of groups from Chambers, Mendocino County Museum to Roots of Motive Power and everything in between. I learned my community service from her. I am someone that loves to work alongside other like minded people that have the greater good for their community in mind. My work with the Fortuna Chamber has been so rewarding this past year. I have also spent time with the Rio Dell - Scotia Chamber of Commerce, Van Duzen River Grange, Humboldt Grange, FBID, and running our 3 businesses in Fortuna. I hope to continue volunteering for many years to come.

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About the nominees

COMMUNITY BUSINESS OF THE YEAR ADVANCED SECURITY SYSTEMS

Advanced Security Systems

Your Local Choice for Security Since 1971

Thank you for trusting us to safeguard what matters most and for allowing us to continue. Delivering Peace of Mind to our community.

Coast Central Credit Union

Coast Central Credit Union is the largest and oldest member-owned financial institution in the area, with over $2.1 billion in assets and operating 11 Member Services Branches in Humboldt, Del Norte and Trinity counties. We will celebrate our 75th anniversary this year and have been proud to serve the Fortuna area for over 40 of those years, completing an exciting expansion here last year. In 2024, CCCU donated a total of $650,000 in the form of grants, sponsorships, and college scholarships, and employees volunteered a total of 8,500 hours. Individuals and businesses in the three counties may bank at Coast Central by visiting coastccu.org/join. With a strong emphasis on personalized service, community involvement, and financial integrity, Coast Central Credit Union provides exceptional financial services to its more than 78,900 members. More information is available at coastccu.org, facebook.com/coastcentral, @coastccu on Instagram, and by calling (707) 445-8801.

Green’s Fortuna Pharmacy

Robert and Mary Johnson purchased Green’s in September of 1991. Our daughter Susan Burgess started buying into the business in 2019 and we are proud to continue to operate as a family run pharmacy.

We foster a family atmosphere for our staff and customers and have always tried to provide the best customer service. Our appreciation goes out to the entire community for all of your support over the years.

We also strive to showcase great gift items including chimes, puzzles, signs and candles giving our community a convenient local option to shop.

MILESTONE BUSINESS OF THE YEAR

Lotus

Mountain

We started our business in 1999 so that we could spend more time together and with our small children. Through our hard work and solid reputation our business grew and grew over the years. We moved to Fortuna in 2014 and have loved every second of our time being a part of the vibrant Fortuna business community. We want to recognize that we are a TEAM and our business is only as strong as our amazing team members. We are proud that our employees have been with us for between 4-11 years. We are the living embodiment of, “If you love what you do you will never work a day in your life!”

Rocha’s

Automotive

This year, we celebrated our 20th year in business, and we want to extend our heartfelt thanks to all our amazing customers—many of whom have become like family over the years. Ken and Angie, who were born and raised in Humboldt, have strong ties to the community. They have lived here their entire lives, except for the time Ken served in the Marines. We have donated to many of our Youth, Schools, Humboldt County Fair, FFA, 4 H, and many more. In 2005, while Ken worked at the Chevrolet dealership and Angie was at a medical ofﬁce, Ken decided it was time for a change. They moved across the boulevard to a two-bay shop and opened their business. Although it was a daunting time, they adhered to the ‘Do what’s right for the customer, the shop, and the car.’ Before long, they outgrew that shop and relocated to their current location at 1550 Alamar Way.

Ken has served on the board of the College of the Redwoods Automotive Program, and most of the technicians have gone through that program. They have worked alongside Ken and participated in out-of-town training to stay updated on the latest developments in the Automotive industry. Rocha’s has invested in the tools, technology, and training to save their customers from having to go to the Dealer. They were among the ﬁrst to get iPads to take pictures to send to the Customer ,so they could see what was happening with their vehicle. Customers love this! We are open M -T from 8:00 - to 5:00. We do Smogs, Oil Services with a 26 pt Courtesy inspection, Factory maintenance, Diagnostics, Brakes, Engines, Transmissions and more. We provide a shuttle service in Fortuna. Customer service is number one with Rocha’s Automotive and many of their almost 500 Google reviews name their employees by name. We look forward to serving Humboldt for many years!

Horizons Business Products

Horizon Business Products was started by Diana LaVen on October 1, 1979. Diana sold the store to Loene Gossett on May 1, 2010.Five years into Loene’s tenure as owner, on January 28th, 2015, the historic Star Hotel building, home of Horizon Business Products, burned to the ground losing that store, as well as four other businesses. We lost everything, including the store cat, Gidget, (a city icon, beloved by many). Horizon Business Products started back up within a week in a new location, thanks to the hard work of its employees. Valuable assistance was received from Umpqua Bank, the Fortuna United Methodist Church, Ed Tanferany, Fortuna Fabrics, Rick & JoAnne Center and many more individuals and businesses. Others generously held a “Fortuna Strong” fundraising dinner to help rebuild the 5 businesses. While the loss was devastating, the support from our community was an amazing thing to experience. With our community and families help, like the phoenix, we rose from the ashes. Horizon Business Products has been on the move, adapting, for 45 years. We have been proud to serve the Eel River Valley through thick and thin. Our business is affected by the slow economy, along with so many other local businesses. We at Horizon Business Products will work hard to serve the community and hope for many more years here in the Eel River Valley. We encourage all of you to support this economy, your jobs and our tax base by shopping locally as often as possible. We all need to “stick together” to survive.

Loene Gossett, owner Horizon Business Products

Award Winners

Update from Fortuna Chamber Board

Chair Cody Hurst

Our 2025 Fortuna Chamber Annual Awards Dinner was held Thursday February 27th. What an unforgettable evening we had at our annual Fortuna Chamber Awards Dinner! Serving as this year’s Chairman has been an incredible honor. This past year has shown me the true power of collaboration, resilience, and the importance of having a strong vision. I am beyond proud of the momentum we have built together as a chamber and a community. I want to thank some incredible individuals and organizations that have helped shape the future of our Chamber. To our incredible Board and Ambassadors—your leadership has driven the Chamber’s growth and vitality in an ever-changing world. Your dedication is the foundation of our success. To our CEO, Felicia Thomsson—your leadership and vision have been pivotal

in propelling the Chamber forward. Your passion for our community is felt in everything you do. To Becky Giacomini—thank you from the bottom of my heart for your guidance, inspiration, and passion for our Chamber. Your dedication has made a lasting impact, and I am truly grateful for all that you do. To our award recipients and winners, we celebrate not just the recognition you’ve received, but the dedication, hard work, and everyday victories that brought you here. Your impact on Fortuna goes beyond this moment, shaping our future in meaningful ways. To our members and community—you are the heartbeat of Fortuna. Your passion and commitment don’t just serve this town; they deﬁne it. Together, we all continue to build a brighter future for our Chamber and community. This is Fortuna.