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Top five tips for your 2014 taxes

Chamber kicks off Small Business Seminar series

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Tax season

NONPROFIT HOSPITALS Meeting the health needs of the community

MARCH 2015

WOMEN IN BUSINESS Mayor Schaaf to speak April 3


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Oakland Business Review ‘Oakland Advantage’ March 20

Visit for more business opportunities, news and event registration.

> Star-studded lineup set for Economic Summit March 20 Garrick Brown

Christopher Thornberg

Peter Weingarten

Konda Mason

Nancy Pfund

George Zimmer

Comprehensive speaker list below.


HE OAKLAND METROPOLITAN CHAMBER OF COMMERCE WILL explore the “Oakland Advantage” as a place to start and grow businesses in Oakland’s “new economy,” review the present real estate market, and present key findings from the Chamber’s first District Economic Indicators Report during its 2015 Economic Summit on Friday, March 20. The economic summit will be held at the Oakland Marriott City Center, with registration beginning at 7:30 a.m. The summit will begin at 8 a.m. and continue until 11:30 a.m. Breakfast will be provided. Following a welcome introduction, Garrick Brown, vice president of research, West Region, DTZ (formerly Cassidy Turley), will provide a real estate update, a market overview and trends briefing for the East Bay. And Christopher Thornberg, founding partner of Beacon Economics, will close out the event with a special presentation on the “Oakland Indicator Project,” an annual data tool that can allow for a more focused dialog about economic conditions and trends in Oakland and help stakeholders understand how various policy options would impact different parts of the city. Thornberg is widely considered to be one of the nation’s leading economists. An expert in economic forecasting, regional economics, labor markets, economic policy, and industry and real estate analysis, he was one of the earliest and most adamant predictors of the sub-prime mortgage market collapse and of the global recession that followed. In between the two reports, the Chamber will present two critical panel discussions as well as a presentation from Floyd Kephart, managing principal for New City Development, LLC, the proposed developer for Coliseum City, and chairman of the board for The Renaissance Companies, a private real estate financial firm. Kephart will discuss developments related to the multi-billion-dollar Coliseum City project proposal. The first panel will look at “Building for Oakland’s New Economy,” and feature, among others, Phil Tagami, the chief executive officer of California Capital and Investment Group. One of the most active real estate developers in the Bay Area, Tagami is currently the city’s master developer of the former Oakland Army Base. The first panel will focus on ongoing and upcoming infrastructure developments and investments that create the environment to support existing

and emerging “New Economy” businesses. Other businesspeople taking part in the first panel are David Karol, principal of Ridge Capital Investors, LLC, who leads the firm’s commercial acquisitions; Andrew Friedman of Shorenstein Properties LLC; and Peter Weingarten, the principal and co-director of Gensler Oakland. Weingarten leads Gensler’s firm-wide Commercial Office Building Developers Practice Area and directs the architectural practice for the northwest region. A second panel, featuring a discussion of “Oakland’s Entrepreneurs and Innovators,” includes George Zimmer, a noted Bay Area entrepreneur. Zimmer is the founder and former chief executive officer of The Men’s Wearhouse. Founded in 1973, he led the company as CEO through 2011, at which time he named a successor. He is currently an active Advisory Board member with the Oakland Zoo and the Boys and Girls Club of Oakland, and has served on numerous other boards. The second panel will focus more specifically on Oakland’s increasingly diverse array of businesses and industries, the pros and cons of operating a business here, and prioritizing actions that can take place to retain the city’s rich and inclusive urban experience – improve existing businesses’ viability and performance and attract more businesses and investment to Oakland. Other panelists are Nancy Pfund, founder and managing partner of DBL Investors, a venture capital firm; Dorian Ferlauto, who launched BriteHub in 2013 with the mission to create a centralized marketplace to initiate, educate and guide the relationships between manufacturers and the people who need their services; Naveen Jain of Sparkart Group, Inc.; Ruben Hernandez of devlabs; and Konda Mason with Impact Hub Oakland. Mason is a co-director of the HUB Oakland Community-Building Center; a partner in Earthseed Consulting, LLC, which designs and promotes environmental projects with an emphasis on diversity; and a board member of the East Bay Meditation Center. The Chamber’s 2015 Economic Summit, “The Oakland Advantage,” costs $85 per person for members and $95 for nonmembers. Sponsorship tables are also available. To make reservations, visit or contact Shaterica Sullivan at the Chamber, (510) 874-4800, ext. 0 or at ■ #theoaklandadvantage

> Join us for A’s–Red Sox game May 12 (second deck) overlooking third base. The first pitch is at 7:05 p.m. Tickets for the A’s-Red Sox showdown are just $40 per person ($50 for non-members) and the ticket price is guaranteed – even as regular ticket prices normally increase for this exciting game. To reserve tickets for the May 12 game, visit or contact Shaterica Sullivan at (510) 874-4800, ext. O or at Oakland A’s manager Bob Melvin Help the Chamber cheer the will be looking for you A’s on to victory! ■ at the Oakland A’s▲

The Oakland A’s are in Mesa, Arizona this month to begin preparation for the 2015 season, and the Chamber is already making plans to help cheer them on to more victories once the season begins. The Chamber has reserved tickets for one A’s game this year that should be of particular interest in the Bay Area. On Tuesday evening, May 12, join Chamber members and staff at Coliseum for a battle of two exceptional teams – the A’s versus the Boston Red Sox, which now have two outstanding players who formerly played in the Bay Area – former Oakland A’s outfielder Yoenis Cespedes and San Francisco Giants third baseman Pablo Sandoval. And then, just to make the game even more enticing, the Chamber has acquired reserved seats on the Plaza Level

Boston Red Sox game on Tuesday, May 12.

April 2010 | 1 April 2010 | 1

> City leadership •

Mark Sawicki has joined the City of Oakland as director of Economic & Workforce Development. In this role, Sawicki will lead a department of 50 staff working on significant real estate projects and negotiations; business attraction, retention and expansion efforts; implementation of job training programs, including oversight of the Oakland Workforce Mark Sawicki Investment Board; and on the city’s marketing and public art initiatives. He will be a key member on the city’s team that is advancing major projects such as the Coliseum City plan. • David de Leeuw, publisher of The Chamber Link, will present a workshop entitled “Maximize Your Mixing” at the Chamber offices on Wednesday, April 1 from 10 a.m. to noon. The workshop is designed to result in more prospects for all attendees. Learn a before-mixing checklist that will prepare you, gain new and effective mixing skills and strategies, and grasp techniques to maximize your follow-up with newfound prospects. Register now by calling (925) 817-7808. • Wells Fargo & Company has announced a capital campaign grant of $1 million to support San Francisco General Hospital Foundation, as part of the Heart of Our City Capital Campaign. The city of San Francisco, the Foundation and its donors are partners in providing the funding needed to fully equip the new acute care and trauma center at the San Francisco General Hospital and Trauma Center, slated to open in December 2015. To date, Wells Fargo has contributed $1.8 million to the hospital since 2000, including this latest gift of $1 million for its capital campaign. Other grants from Wells Fargo have helped fund a housing program for HIV-positive, at-risk residents, a geriatric-friendly unit and more. • The governing commission of the Metropolitan Transportation Commission (MTC) started a new fouryear term recently and welcomed three new or recently added commissioners: newly-elected Oakland Mayor Libby Schaaf, city of Campbell Councilmember Jason Baker, and city of Clayton Councilmember Julie Pierce. In addition to Schaaf, there is another big-city Bay Area mayor at the MTC table – Sam Liccardo, who was recently elected mayor of San Jose. • The Oakland Youth Chorus (OYC) recently presented a clinic on Commissioning Collaborations at the fifth annual California All-State Music Education Conference in Fresno. The conference, which was filled with music-making, sharing, learning and collaboration with music educators, featured the clinic from OYC on setting up a successful collaboration, and outlining steps and lessons learned. • Michael Morgan, maestro of the Oakland East Bay Symphony, has been named one of three 2015 “Champion of Music” honorees by the American Composers Forum. The award, established in 2005, honors individuals or ensembles that have made a significant contribution to the work and livelihood of contemporary composers. ■

Michael Morgan


| OBR Oakland Business Review |

> Donahue Fitzgerald welcomes seven new attorneys D

ONAHUE FITZGERALD LLP CONTINUES ITS STRATEGIC growth with three significant lateral partner hires and four new associates. “We are very proud to welcome this talented group of attorneys to Donahue Fitzgerald,” said managing partner Michael Dalton. “The infusion of this additional expertise further strengthens our depth in several growing practice areas, maintaining our position in the top tier of Bay Area law firms.”

trum of real estate, construction and general commercial litigation and prelitigation matters. She represents several of California’s largest developers and general contractors and industry trade groups in all facets of complex construction, real estate, commercial litigation and appellate matters, with special expertise in SB 800, green building and residential solar programs. In addition to trial and appellate work on matters involving insurance coverage, construction contracts, broker duties, commercial leasing, land acquisition, she also regularly handles high-profile class action product liability, construction-defect, and complex toxic tort cases. Donahue Fitzgerald Construction Department Chair David Stein said, “Kathleen brings tremendous energy and a depth of experience to our construction practice. As a leader in Green Building and Residential Solar she expands our expertise in these growing industries. We’re delighted to have her join us.”

PARTNERS Anne Hiaring Hocking – Hocking joins the firm from Hiaring Smith LLP, a noted Marin firm with a large Intellectual Property practice. “We are very pleased to have Anne join us as a partner,” said Eric Doney, chair of the firm’s IP group. “Anne brings deep experience in worldwide trademark protection and infringement pursuit and a solid reputation for being the ‘lawyer’s lawyer’ NEW ASSOCIATES in the trademark bar. She is well known for sharing her knowledge through The firm is also pleased to welcome four associates. her very active participation in the International Trademark Association and Amy R. Gowan is experienced in complex construction, real estate and the Practicing Law Institute. With the addition of Anne’s clients, Donahue general civil litigation. She represents clients in construction defect litigation Fitzgerald now monitors and protects over 5,000 trademarks worldwide.” prelitigation matters, real estate disputes, commercial landlord-tenant and Hocking is adjunct professor of Trademark, Copyright, and International Inmatters and homeowners’ association disputes. tellectual Property Law at Golden Gate University in San Francisco and Kathrin R. Dimas focuses on corporate, commercial, and real estate matBangkok, Thailand. ters and she has experience in transnational business matters. D. Anthony (Tony) Rodriguez – A veteran of Morrison Foerster LLP, RoRecent law school graduates Padmini Cheruvu (Hastings College of the driguez has joined the Litigation team. According to department co-chair AnLaw) and May A. Whitaker (Berkeley School of Law) have also joined the firm. drew MacKay, “We’re excited to have Tony as a partner – he opens new Donahue Fitzgerald LLP conducts a diversified civil practice from three opportunities for us in shareholder litigation and SEC strategically located Bay Area offices in Oakland, Walnut enforcement defense and adds to our strong commerCreek, and Mill Valley. With more than 50 attorneys, the cial and real estate litigation practices.” Rodriguez firm provides a full range of civil legal services across a has represented large corporations, start-ups, direcbroad spectrum of areas of expertise, including business For more information tors, officers, and other senior employees in a range and corporate, employment, and intellectual property. of industries including e-commerce, mortgage lendon Donahue Fitzgerald The firm was founded in 2014 with the merger of two of ing, banking, hospitality, pharmaceutical, consumer and its new attorneys, California's oldest and most venerable law firms, Donelectronics, Internet advertising, telecom, major revisit ahue Gallagher Woods LLP and Fitzgerald Abbott & tail, and software. Beardsley LLP. Learn more at ■ Kathleen F. Carpenter – Carpenter brings more than 20 years of experience in handling a broad spec-

MARCH 2015 | 3

> Top five tips for 2014 taxes

make an IRA contribution for a non-working spouse. Most banks and financial institutions can easily open these accounts for you. by Bruce Ferry For taxpayers who are self-employed and want to contribute more than the above amounts, you’ll want to consider a SEP-IRA OW THAT W-2S ARE OUT AND (Simplified Employee Pension – Individual Retirement Account). 1099 FORMS ARE FILED (for This type of account is very similar to an IRA, but strictly for selfthe most part), tax season is in full employed individuals or small businesses. The maximum contriswing. Americans across the country are bution is 20 percent of your self-employment income up to starting to prepare their tax returns or $52,000. The contribution must be made before your file your are gathering their information in order 2014 tax return. Thus, the deadline for this contribution is April to have a preparer help them. Thanks to 15, 2015, but if you file an extension, it automatically extends the Congress and the President, with the due date for the SEP-IRA contribution as well (up to Oct. 15, 2015). passage of the “Extenders Bill” on Dec. 2. If you work from home, consider taking the home office 2014, not much tax law has changed 16, deduction. If your employer does not provide you a place to work Bruce Ferry from 2013. or if you are self-employed and work from home, you Although the 2014 year is over, there are still might qualify for the home office deduction. The resome things that can be done to lower your 2014 quirements are: tax bill and also to think ahead to 2015. a. Regular and Exclusive Use – You must regularly 1. Contribute to an IRA or SEP-IRA if you use part of your home exclusively for conducting lthough the are self-employed. Taxpayers with earned inbusiness. For example, if you use an extra room to come (wages or self-employment income) can your business, you can take a home office derun 2014 year is contribute to an Individual Retirement Account duction for that extra room. (IRA) on or before April 15, 2015 and take the deover, there are b. Principal Place of Your Business – You must duction against their 2014 income taxes. The show that you use your home as your principal place still some things maximum contribution is $5,500 if you're under of business. If you conduct business at a location age 50, and $6,500 if you're age 50 or older. If outside of your home, but also use your home subthat can be done you contributed to a retirement plan at work and stantially and regularly to conduct business, you your income is above $60,000 ($96,000 for marmay qualify for a home office deduction. to lower your ried couples) then the contribution is limited and The home office deduction is based on a percent2014 tax bill and fully phases out if your income is above $70,000 age of your home (square footage) devoted to busi($116,000 for married couples). You can also ness times the expenses of your home (rent,



also to think ahead to 2015.


| OBR Oakland Business Review |

utilities, maintenance, insurance, etc.). There is also a simplified method available in which you multiply the square footage of your home office (maximum 300 square feet) by $5. 3. Working parents who use child care might be eligible for the child care credit. If both parents work and use child care (either day care or a nanny), you’ll want to consider taking the child care credit. The credit amount is a percentage of the amount of work-related expenses you paid to a care provider for the care of a qualifying individual. The percentage depends on your adjusted gross income and ranges from 35 percent down to 20 percent. A qualifying individual is: a. Your dependent qualifying child who is under age 13 when the care is provided, b. Your spouse who is physically or mentally incapable of selfcare and lived with you for more than half the year, or c. A person who is physically or mentally incapable of selfcare, lived with you for more than half the year and either: (i) is your dependent; or (ii) could have been your dependent except that he or she is over the gross income limit or files a joint return, or you (or your spouse, if filing jointly) could have been claimed on another taxpayer’s 2014 return. The total expenses that you may use to calculate the credit should not be more than $3,000 (one qualifying individual) or $6,000 (two or more qualifying individuals). 4. Taking post-secondary education classes? Consider education credits. The American Opportunity Tax Credit is available for taxpayers with incomes of $80,000 or less ($160,000 or less for married couples) who have qualified education costs which consists of tuition and course materials. The credit is $2,500 per year, per student and available only for the first four years of post-secondary education. Also available is the Lifetime Learning Credit, which differs from the American Opportunity Tax Credit in that it is available for any years of post-secondary education, not just the first four, and is available for students not pursuing a degree. The Lifetime Learning Credit is $2,000 per year for taxpayers with incomes of $52,000 or less ($104,000 or less for married couples). 5. Looking forward to 2015, consider opening investment accounts for children. The first $2,000 of investment income earned by children under 18 is not taxed. You can seed the account with a gift to the child. Gifts to children up to $14,000 per child are not reportable. Keep these tips in mind in order to help maximize your returns on your 2014 taxes. To learn more about how DZH Phillips can work with you on these issues, please contact Bruce Ferry, partner at or at (415) 624-2221. ■

> Chamber kicks off 2015 Small Business Seminar series


he Oakland Chamber Small Business Education Committee hosted its first Small Business Seminar on Friday, Feb. 27, featuring guest speaker Rosie Aiello, a productivity expert, coach, and author. Aiello provided attendees with valuable tips on how to become more productive. She also showed how to identify different time sinks that waste minutes every day. Added all up, she said, businesspeople could save dozens of hours every year, which equates to more money and a more fulfilling life. Below, Aiello shares a moment with workshop administrator Cory Nott. The March Small Business Seminar will be held at the Chamber offices on Friday, March 27 from noon to 1 p.m.

The topic will be “HR Strategies for Business Growth,” presented by Sara Skowronski, principal consultant with EOS Human Resources Consulting. The cost for Chamber members is $10; non-members pay $15, and lunch will be served. To reserve a spot for one of the upcoming workshops, visit and click on the events calendar. If you would like to be a speaker at the one of the programs, or would like to suggest a topic, contact Cory Nott at ■

Bruce Ferry is a partner at DZH Phillips, which has an office in Oakland.

MARCH 2015 | 5


Small Business



> Why it’s time employers revisit

> Nonprofit Roundtable welcomes

their cell phone reimbursement policy

media professionals

by David Goldman

by Jerry Metzker & Âna-Marie Jones

What happens when your employees use their personal smartphones to check or respond to work email? It may be a question that you hadn’t given much thought to. Presumably, if an employee makes a workrelated call, email or text, an expense report is submitted and the employee is reimbursed. But what if the call, email or text is covered within the employee’s phone plan and, consequently, there is no separate charge to the employee? That question David Goldman was recently addressed by a California Court of Appeal, which held that employers must reimburse the employee the reasonable cost of that call, email or text, even if no separate or additional charge is imposed on the employee. Otherwise, the court explained, “the employer would be passing its operating expenses to the employee.” Cochran v.

Creating headlines, framing media pitches and connecting to local media were the topics of conversation at the February meeting of the Chamber’s Nonprofit Roundtable. Featured guests Jill Tucker, education reporter for the San Francisco Chronicle, and Susan Mernit, publisher of OaklandLocal.Com, shared their expertise on what to do and what not to do when connecting with media representatives. To get the conversation started, participants shared their idea of an attention-grabbing headline for their respective organizations. Then the community provided feedback, noting the difference between a tagline and a headline. This activity was followed by a conversation with our esteemed guests, beginning with pitching stories. “We get a lot of bad pitches,” noted Tucker, “but there are amazing stories in your organization. If I had all the time in the world, eight times out of ten, I would be able to do a story about something in your organization.” “What I’m looking for are stories that can be unique to us,” Mernit explained. “Many people think, ‘I want to reach a lot of people.’ Instead, go narrow and deep with your outreach, and customize your pitch to different outlets.” “What I’m looking for is news,” said Tucker, “something you don’t see every day, something that’s trending, but with your own perspective.” As fundraisers and many programs aren’t new, a unique angle or hook is imperative. Mernit encouraged attendees to cultivate relationships with media personnel, including bloggers. “You don’t always have to send a press release,” she said, “Use Twitter and Facebook to make your pitch.” Today’s media has expanded far beyond newspaper, radio and television. The audience gets its information from a variety of sources, and it is good to make specific use of all of them. However, there are a lot of stories and lim-

Schwan’s Home Service, Inc.

The source of an employer’s obligation to reimburse employees for work-related expenses is California Labor Code Section 2802(a). This statute requires employers to indemnify employees for “all necessary expenditures” incurred by the employee in “direct consequence of the discharge of his or her duties.” If employers fail to comply with this obligation, employees are entitled to recover accruing interest, plus reasonable attorneys’ fees and costs incurred to recover work-related expenses. The plaintiffs in Cochran claimed that while they didn’t incur an extra charge on their personal cell phone bill when they used their phones for work-related purposes, reimbursement for some part of their personal cost was still required. The court agreed and determined employers must reimburse employees “some reasonable percentage of the employee’s cell phone bill.” But what does this mean? The court in Cochran gives little guidance to how employers are supposed to determine what portion of the employee’s cell phone bill should be paid. In fact, the court could provide no hard and fast rule, and, instead, stated that the calculation of the amount of the reimbursement must be left to “the parties in each particular case.” Not a very comforting directive. What should employers do? The most conservative approach would be to provide employees with company-owned smartphones to conduct business and work-related communications or, alternatively, simply pay an employee’s entire personal cell phone bill each month. That might not be palatable for many employers. A more precise but time-consuming alternative would require employees to submit their entire monthly phone bill with documentation of the proportion of the calls made for work-related matters. In that scenario, the employer would determine the proration of the work-related calls to the total calls and reimburse the employee for a pro rata percentage of the entire cell phone bill. This procedure would have to be repeated each month. Another approach is for the employer to agree to reimburse employees at a flat rate each month, and the employee in turns agrees that (1) the amount is a reasonable estimate of the proportionate charges, including taxes and fees, that are allocable to business calls and (2) if the employee incurs business charges in any month in excess of the estimated amount, the employee will submit the entire phone bill, identifying business calls and the employer will reimburse all business charges, including the proportion of taxes and fees attributable to the business calls. If the employee routinely submits phone bills with larger work-related charges, the employer will want to increase the flat rate amount. What is clear from the Cochran decision is that employers need to revisit their expense reimbursement policies to ensure that they are compatible with the court’s interpretation of Labor Code Section 2802. One size will not fit all and there are a variety of options available that might work better for particular employers. Certainly, the worst option is to have no policy and provide no guidance to employees regarding the use of personal smartphones to communicate on work-related matters. At a minimum, employers need to review their cell phone and reimbursement policies now to ensure they comply with the Cochran decision and avoid unwanted liability to employees. ■ David Goldman is a partner in the Litigation and Employment practices at Wendel, Rosen, Black & Dean LLP. He can be reached at (510) 834-6600 or at


| OBR Oakland Business Review |

▲ Nonprofit Roundtable ited space and time for editors and reporters. Co-Chairs Jerry Metzker Both speakers asked nonprofits to make and Âna-Marie Jones their jobs as easy as possible. “If you have a pic(right) welcome Jill ture or a visual, send it to me,” said Mernit. Tucker of the San FranTucker reminded everyone to send pitches cisco Chronicle at the many days in advance of an event, and added committee’s recent meeting. that post-event stories about an event are highly unlikely. Following this initial presentation, Roundtable Co-Chair Âna-Marie Jones (executive director of CARD) and the media guests created a simple “pitch clinic” to go deeper into how to pitch specific stories. Jones pitched a few potential stories about CARD’s alternative approach to readiness, and working with the guests was able to hone two different stories for potential follow up related to their work with the LGBT community and with UCSF. While not everyone has that luxury, these few basic tips left all the Roundtable attendees with more confidence, and the knowledge and ability to better craft their pitches to media partners. The Chamber’s Nonprofit Roundtable meets on the third Tuesday of every month from 2:30-4:30 p.m. in the Chamber Board room. ■ Jerry Metzker and Âna-Marie Jones are the co-chairs of the Oakland Chamber Nonprofit Roundtable. Metzker is development & grants manager for Family Connections ( and Jones is executive director of CARD – Collaborating Agencies Responding to Disasters (


Health Care


> Meeting the health needs of communities by Rebecca Rozen As California works to meet the needs of millions of citizens who are gaining health care coverage, nonprofit hospitals are playing a leadership role.

With the continued implementation of the federal Affordable Care Act (ACA), the ranks of those enrolled in the state’s Medi-Cal program are swelling. One in three Californians are now part of the program, according to the latest records. In response, hospitals are working collaboratively with a diverse group of stakeholder groups including business, labor, community organizations and civic leaders to ensure Californians have coverage and access to the best possible medical care. California’s nonprofit hospitals Rebecca Rozen have long demonstrated a strong commitment to their mission of serving their community. In 1994, that commitment was formalized with Senate Bill 697, which established guidelines for nonprofit hospitals and their ongoing efforts to support local needs. It is a transparent process, with plans submitted annually and posted online by the California Office of State Health Planning and Development (OSHPD). The result is that, as measured by federal tax filings, nonprofit hospitals are delivering $5 billion annually in community benefit programs throughout California. These efforts are described in what are known as community benefit reports. Instead of an inflexible state mandate, the community benefit reports detail programs that are designed specifically to address the most pressing local health needs. The reports include a hospital’s in-house investments in health care services, partnerships with local nonprofits, and clinics that provide specific services to local residents. They also detail the amount of money hospitals supplement to cover the cost of care provided to people enrolled in Medi-Cal. A record 12 million Californians are now part of this chronically underfunded program. California’s community benefit laws are so effective that they served as the model for the ACA’s community benefit standard on a national scale. That’s something we should all be proud of. At the same time, there are opportunities to make California’s law even better. That is why the California Hospital Association is sponsoring legislation to improve our law to ensure that nonprofit hospitals can be as efficient, transparent and effective as possible. The Association is working with health care leaders in Alameda County and across California to align

the state’s reporting requirements with the federal government. These reforms will eliminate bureaucratic and administrative policies that siphon dollars away from local health care programs and services. Unfortunately, instead of joining this constructive effort, certain special interest groups in Sacramento are promoting policies that would make California’s health care challenges worse by launching political attacks against nonprofit hospitals. 2015 is the third consecutive year that they have sponsored so-called “charity care” legislation. In 2013 and 2014, similar measures were defeated in the Legislature thanks to opposition from community clinics and other groups serving Alameda County residents. The takeaway for Oakland Metropolitan Chamber of Commerce members is simple. There is an opportunity this year to reject politics as usual and support an effort to increase our nonprofit hospitals’ ability to be responsive and meet local health needs. Please join us in our continued efforts to respond to the ACA and expand access to health care in our community. ■

Rebecca Rozen is the regional vice president of the Hospital Council of Northern and Central California.


EFORMS WILL eliminate bureaucratic and administrative policies that siphon dollars away from local health care programs and services. Unfortunately, instead of joining this constructive effort, certain special interest groups in Sacramento are promoting policies that would make California’s health care challenges worse by launching political attacks against nonprofit hospitals.

MARCH 2015 | 7

8 | OBR Oakland Business Review |


Health Care

> Oakland Kaiser Permanente

> The lowdown

Specialty Unit prepared to treat Ebola

on high blood pressure

Teamwork is an important aspect of Ebola preparedness at Kaiser Permanente. Wearing highly specialized protective equipment, a wide range of employees and physicians at Kaiser Permanente Oakland Medical Center have participated in trainings and drills on best practices for handling a potential Ebola case, at an Ebola Specialty Care Unit at the hospital. Oakland and South Sacramento are the two Kaiser Permanente Northern California medical centers designated to care for possible or confirmed Ebola patients. After Ebola surfaced in the United States, Kaiser Permanente regional leadership consolidated inpatient Ebola care to those two medical centers to enable the organization to provide the intensive and specialized arrangements needed to best handle any actual or suspected cases. In December, the U.S. Department of Health and Human Services recognized Kaiser Permanente hospitals in Oakland and South Sacramento as Ebola treatment centers – two of the first 35 hospitals nationwide with such a distinction. Even though the two sites will care for Ebola patients, personnel at all Kaiser Permanente hospitals and medical offices are capable and equipped to safely screen, identify, isolate, and test patients suspected of having the disease. During a special tour last fall of the new Ebola Treatment Unit at Oakland Medical Center, Stephen Parodi, MD, an infectious disease specialist, underscored the importance of preparation and safety. “What you’re going to see here today is Kaiser Permanente’s commitment to safety for both our health care workers, our patients, as well as our community,” said Dr. Parodi, Kaiser Permanente regional medical director, Hospital Operations. According to protocol recommended by the U.S. Centers for Disease Control and Prevention and Doctors Without Borders, one nurse gives care to an Ebola patient while another nurse watches for potential problems with the protective equipment and stands by to assist. Both caregivers are in in full protective gear. Outside, two other nurses monitor from the negative pressure room, ready to suit up and help if necessary. Next door

is the ante room where care▲ Brianna Besen, RN, clinical nurse educator (right), assists givers are trained to safely reShane Char, RN, clinical nurse move their protective specialist, at the Ebola Special equipment. During the training, Care Unit at Kaiser Permanente caregivers practiced this drill. Oakland Medical Center. “The key thing with Ebola virus disease is to identify it, isolate it, and then provide the appropriate protection,” said Odette Bolano, senior vice president and area manager, Kaiser Permanente East Bay. “Every single front-line staff member throughout Kaiser Permanente has received training on early identification, and early isolation,” she said. “And then we have specialized teams that have received training for appropriate personal protective equipment to provide advanced level care.” While the Ebola crisis has ebbed, and the risk of an outbreak in the U.S. remains low, physicians, nurses and other staff continue to participate in drills to keep the protocols and procedures fresh. In certain departments such as the Intensive Care Unit (ICU) or Environmental Services, staff members were asked if they wanted to be first responders. Kimberley Clark, RN, a Kaiser Permanente Oakland nurse, was among the first to join its Ebola Specialty Care Unit. “I wanted to be part of something bigger. Caring and protecting our patients and community could be an epic assignment,” Clark said. “We could go down in history as the KP Ebola team who successfully treated and stopped this disease." Jeniffer Naycalo, RN, who worked in the Intensive Care Unit for 24 years and is now a geriatric and pain clinical nurse specialist, serves as the educational lead for training and simulation for the Ebola team at Kaiser Permanente Oakland. She, too, has volunteered to care for Ebola patients. She said the volunteers have made her proud to work for Kaiser Permanente because they are so engaged and enthusiastic. “They inspire me,” she said. “We all share the same feeling of wanting to help patients.” ■

If you have high blood pressure, you can control it. Follow the sensible advice of Oakland physician Joseph D. Young.

The following is an interview by Lynn Mundell of Kaiser Permanente with Joseph D. Young, an internal medicine physician based at Kaiser Permanente’s Oakland Medical Center. He’s also The Permanente Medical Group clinical hypertension lead. “Within Northern California, Kaiser Permanente has a history of leading the way in managing our members’ hypertension,” said Dr. Young. “Today, 87 percent of our members who have hypertension have it under control; nationally, only about 50 percent of people with hypertension have it under control.”

Question – Can you give us a quick ‘Blood Pressure 101’? Dr. Young – “Blood pressure is just the pressure of blood flowing inside the body’s blood vessels. Normal blood pressure is 139 Joseph D. Young mm of mercury over 89 mm of mercury or lower. The top number is the pressure when the heart pumps at its peak. The bottom number is the pressure when the heart is relaxing and filling back up with blood. An ideal blood pressure is 119/79 or lower. A top number between 120 and 139 or a bottom number between 80 and 89 is called ‘prehypertension.’” Question –What is high blood pressure? Dr. Young – “If your blood pressure is 140/90 or higher, you have high blood pressure, also known as hypertension. As an aside, in a healthy, active person, what might seem like low blood pressure is oen normal. In the U.S., 29 percent of the adult population, or roughly 70 million people, has high blood pressure. Being overweight, lack of physical activity, too much salt or alcohol, stress, older age, genetics and family history, and various diseases can all contribute to high blood pressure. The good news is that it is easy to treat high blood pressure with a healthy lifestyle and a number of well-tolerated, once-daily medications. “ Question – What are the main guidelines for healthy practices that can reduce risk? Dr. Young – “Regular physical activity is very important and helps to lower blood pressure. Pick something you enjoy – that will make it easier to stick with it. And it doesn’t have to be fancy. You could just walk briskly at least 150 minutes a week, for example. Limit salt intake, too, because salt causes fluid retention, which increases blood pressure. Many people don’t realize that most salt doesn’t come out of a salt shaker; it’s from processed and restaurant food. So, cook with unprocessed fresh fruits, vegetables, and lean sources of protein at home, and limit how oen you eat out to no more than one to two times a week. Don’t drink too much alcohol. If you smoke, quitting is the most important thing above anything else that you could do for your overall health. Smoking does not raise blood pressure, but smoking combined with high blood pressure or with any other risk factor is especially dangerous.” Question – What is the role of medication with high blood pressure? Dr. Young – “Medications are very important for most people with high blood pressure. The medications we’ve used to treat high blood pressure have been around for decades. What has changed is how we use them. Over time we’ve learned that combining medications in low doses works best and causes the fewest side effects. Today, most people with high blood pressure who need medications can control their condition with a once-a-day regimen with minor to no side effects.” Question – Do you have any parting words of advice? Dr. Young – “High blood pressure in and of itself is just a number. We care about it because we know if the number is high, there is an increased risk of stroke, heart problems, and kidney problems. Even more important is the fact that we he good news is know that lowering blood that it is easy to pressure when it is high greatly reduces those risks. If you have treat high blood preshigh blood pressure, have it checked regularly and have sure with a healthy frequent adjustments made in lifestyle and a number your treatment regimen until it’s well controlled. If you don’t of well-tolerated, oncehave a history of high blood pressure, it’s still best to have daily medications.’ your blood pressure checked every two years.” ■


MARCH 2015 | 9

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> Children’s Hospital receives Pediatric Trauma Center designation

▲ Top left: The Trauma Services leadership

The trauma center at UCSF Benioff Children’s Hospital Oakland has been verified as a Level I Pediatric Trauma Center by the American College of Surgeons (ACS) – the highest level that can be awarded. This achievement recognizes the trauma center’s dedication to providing optimal care for injured patients and brings national recognition to the hospital’s trauma center. Established by the American College of Surgeons in 1987, the organization’s Committee on Trauma Consultation / Verification Program for Hospitals promotes the development of trauma centers in which participants provide


he ACS Level I Pediatric Trauma designation reaffirms that children needing trauma services will receive the most appropriate and highest-quality trauma care available at our trauma center.’

team on UCSF Benioff Oakland’s helipad (left to right) – Stacey Hanover, RN; Jacqueline Hogan-Schlientz, RN; James Betts, MD; Christopher Newton, MD; Bonnie Lovette, PNP; Debbie Embree, RN.

▲ Top right: Members of UCSF Benioff Children’s Hospital Oakland’s trauma team care for a patient transported to the hospital via REACH Air Medical Services. Children’s receives over 440 air transports per year.

Surgical Services, Pediatric Intensive Care Unit, Lab, Acute Care, Diagnostic Imaging, Rehabilitation, Injury Prevention, and outreach education. UCSF Benioff Oakland’s trauma service received the highest accolades when the ACS survey team found that the hospital met all of the criteria for a Level I Pediatric

not only the hospital resources

– UCSF Benioff Children’s

Trauma Center. The review was particularly

necessary for trauma care, but also the

Hospital Oakland President and CEO Bertram Lubin, MD.

complimentary of the cohesiveness and

entire spectrum of care to address the

teamwork of the hospital’s Trauma Services department. The hospital’s trauma center

needs of all injured patients. The verification of Level I Pediatric

has been designated by Alameda County

Trauma Center now makes UCSF Benioff

as a Level I Pediatric Trauma Center since

Children’s Hospital Oakland one of only 44 ACS Level I Pediatric

1986. ACS Level I Pediatric verification brings prestigious

Trauma Centers in the country. There are only five ACS Level I

national recognition to the hospital’s trauma center.

Pediatric Trauma Centers in California. “It is critical that seriously injured children be treated at a

On June 4, 1986, Children’s Hospital Oakland applied to become the official pediatric trauma center for Alameda

trauma center that is geared to their medical needs,” said UCSF

County. In 1986, there were about 150 designated adult trauma

Benioff Children’s Hospital Oakland’s President and CEO

centers in the country and only 12 for pediatrics. Children’s

Bertram Lubin, MD. “The ACS Level I Pediatric Trauma

pediatric surgeon James Betts, MD, had organized a pediatric

designation reaffirms that children needing trauma services

trauma center during his surgical residency at Children’s

will receive the most appropriate and highest-quality trauma

Hospital of Philadelphia. Because of his experience, he became

care available at our trauma center.”

the driving force for the designation at Children’s Oakland.

The ACS verification process is a highly structured and

At the time, becoming certificated as a designated pediatric

extremely stringent review of all aspects of trauma care,

trauma center usually took four years; Children’s accomplished

including care provided by the Emergency Department,

it in one year. ■

MARCH 2015 | 11


Health Care

> Alameda Health System to expand workforce development by Debra Barnes With five hospitals and four wellness clinics, Alameda Health System is one of the largest health providers in the East Bay. Our services reach far and wide in Alameda County and our health system is vital to the health and vitality of all Oakland residents, including our most vulnerable populations. Contributions from local businesses, philanthropic foundations and individuals support Alameda Health System’s programs and services of greatest need. It is with great pleasure that Alameda Health System announced in January the receipt of a $10 million grant from The Atlantic Philanthropies, one of the largest private foundations in the country. The three-year grant will enable Alameda Health System to build Debra Barnes upon its existing youth education and development programs focused on introducing disadvantaged youth and young adults in Oakland to careers in health care. “Through the support of The Atlantic Philanthropies, we will expand our workforce development activities that promote health care careers in the community and public health institutions in Oakland,” said AHS Interim CEO Daniel Boggan, Jr.

Over the past 150 years, Alameda Health System (AHS) has been serving all in our community.

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The grant will be administrated by Alameda Health System Foundation, a 501(c)(3) nonprofit organization whose sole purpose is to provide support to Alameda Health System. With these funds, existing programs based at AHS’ Highland Hospital and Trauma Center in East Oakland, will be expanded. These include the Health Excellence and Academic Leadership (HEAL) Program, an internship for Oakland Unified School District (OUSD) middle and high school students, and the Mentoring in Medicine & Service (MIMS) Program, which provides internships for OUSD high school and East Bay college students. Both programs support OUSD’s Linked Learning initiative by connecting the academic curriculum with real-world experiences. The grant will also strengthen AHS’ partnership with Alameda County’s Health Care Services Agency’s (ACHCSA’s) Emergency Medical Technicians (EMTs) and Health Coach training programs which provide health career training opportunities for young adults from low-income backgrounds. Philanthropy will continue to play an increasing role in our future, and provide transformational change in our community. Visit our website to learn more about our mission and how you can become involved in the next generation of care. ■ Debra Barnes is president of Alameda Health System Foundation.


Health Care

> Height-adjustable tables – For today’s workplace Desks have remained relatively unchanged for decades, yet the workflow and tools that we use have changed considerably. As a result, today’s office workers now face problems with the design of most desks. Considering the various risks of sedentary behavior, there is more need than ever for a simple yet sophisticated ergonomic solution. Height-adjustable tables can alleviate much of the stress placed on the worker’s body and encourage healthy posture throughout the day. Beyond health benefits, studies show that intermittent standing can increase productivity levels through a reduction in work break time. In fact, in one study, non-standers took an average of 47 percent more work breaks than standers, and the duration of work breaks was 56 percent longer for non-standers than that of standers. One fundamental change faced by the contemporary office worker is the standard work surface height. Most work surfaces are simply too high for the average employee. The population of office workers’ height range is from under 5’0” to taller than 6’6”. Regardless of the worker’s height, they almost all work at the same standard 29.5” desk height, which correlates to the seated elbow height of a 6’4” individual. It is clear that this standard desk height does not accommodate most office workers. In addition to desk height, the work style of contemporary office workers poses another challenge. Office workers have become increasingly sedentary due to the nature of their work, as most spend each day working at a computer. They also spend many hours of uninterrupted sitting at their desk, and sit during their commute to and from work. There are several studies that show that sitting can be detrimental to one’s health. Compounding this issue, studies have implied that while exercise might be beneficial for overall well-being, it will not offset the effects of sedentary behavior while working. Part of the solution lies in motion. Varying posture between sitting and standing allows different body segments to rest in intervals while

> The team approach – Acute rehabilitation

▲ Healthy employees are eliminating the impact of vital to your business. prolonged static postures. HeightImprove your office with adjustable tables encourage workers sit/stand workstations, to change their postures throughnow available from out the day, and have been linked Blaisdell’s Business Products. to a variety of health benefits. Height-adjustable tables can be purchased from most office supply companies and are available in electric or counterbalance mechanisms. For more information on these tables and other office products, visit or call (510) 483-3600. ■

Alta Bates Summit Medical Center is proud to offer the Oakland community a Regional Acute Rehabilitation Center rated in the top 2 percent in the country. This program helps patients achieve their maximum recovery in a supportive and coordinated environment that increases independence and restores self-determination. Patients receive physical, occupational and speech therapy from teams of highly trained specialists. Intensive and interdisciplinary, the center cares for patients with significant functional impairments from brain injury, stroke, illness or other disorders. Highlights of the center, on the second and third floors of the Merritt Pavilion in Oakland, include: • Individualized behavior management programs • State-of-the-art therapy equipment • 12,000-square-foot treatment space • 58 patient rooms that are private and include bathrooms and showers • Daily visits from rehabilitation and medical physicians as needed • Outdoor therapy garden • Pet-assisted therapy • Easy referral and admission process Each patient works with a rehabilitation care team on a personal – continued on page 17

MARCH 2015 | 13


Health Care

> Safety-net clinic reform has helped but challenges abound by Judy Silber

“Those are costs that nobody wants to pay for,” said Garcia. “But it is part of what I think will ultimately make a big difference, not only again in controlling costs, but in truly creating an integrated system.” La Clínica’s delicate financial balance shows that despite the passage of the ACA, caring for the lowest-income populations remains tricky. Obamacare may be helping, but it’s not yet a cure. And while patients with insurance are better off, it’s not always easy to find the providers needed to serve them. ■

Signs in storefront windows beckon to customers in Spanish. Sidewalk food carts sell churros, tacos and tamales. Men in large sombreros may saunter The above story was first published by Reporting on Health past. on Feb. 5, 2015. Here lives a population that has historically had little access to health care. Since 1971, La Clínica de la Raza’s “raison d’etre” has been to provide care for this diverse, multi-ethnic community that includes Chinese and African Americans mixed among Latino immigrant families. But paying for that care has always been a financial puzzle. Until recently, many of the patients who sought treatments at its network of by Chantelle Lorenz medical and dental clinics covering three Bay Area counties did not have insurance. Have you heard the phrase, “Sitting is the In theory, La Clínica is the kind of community new smoking?” clinic that should be benefiting from the Sitting has similar effects to smoking. For Affordable Care Act. And in part, that’s true. Its years, studies have been showing the ill effects Jane Garcia population is shiing. More patients are now of prolonged sitting, and researchers continue insured through Medi-Cal, the state’s low-income insurance program, or to associate it to worse mental health, obesity, Covered California, the newly formed state insurance exchange. Yet its cancer, diabetes, bad cholesterol, disabilities, financial future is still precarious, according to Jane Garcia, chief executive and even increased risk of death from any cause. officer of La Clínica de la Raza. However, converting to only a stand up desk and “Well, we’re certainly happy that the Affordable Care Act happened,” being on your feet all day is not necessarily the Garcia said. “(But) there’s a perception that all patients now have coverage solution either. Even a daily hour of intense Chantelle Lorenz and everything has been solved. And that’s really not the case.” exercise does not undo the effects of 4 to 12 hours Covered California’s second enrollment season ended on Feb. 15 and La spent sitting. Instead, overall movement Clínica pushed hard to enroll patients, many of whom qualify for subsidies. throughout the day is the answer. The effort has paid off. In addition to those now enrolled in Covered Why? Our bodies are designed for movement and need it constantly California, the application process identified patients newly eligible for throughout the day for optimal function. Movement creates circulation, Medi-Cal under revised rules that opens the benefit to all adults with the key to health. Circulation is vital to blood, lymph and metabolic incomes less than 138 percent of the federal poverty line, or $21,708 for a functions. Blood transports nutrients, waste, oxygen, and hormones to family of two. In addition, the La Clínica effort uncovered a hidden group – and from our cells and organs. The lymphatic system, an oen overlooked those who could have had Medi-Cal all along, but didn’t know it. part of our circulatory system, is essential to immune system health. As a result, the clinic’s patient population has grown. But its uninsured Additionally, sitting and standing in one place for too long creates population still decreased by about 10 percent. Before, those uninsured repetitive stress and patterns of imbalance resulting in tension, muscle patients could oen not pay even the sliding scale rates charge by La pattern imbalances, leading to injury, scar tissue, adhesions, pain. Being Clinica. But now those same patients, newly insured, are bringing in dollars on our feet too long can result in swollen ankles/feet, aches, knee joint for their care, Garcia said. compression, and varicose veins. You’d think all these newly insured patients would make the Many folks come for massage to address problems in the neck, accounting department happy. And to some extent, it does. shoulders, upper back, plantar fasciitis, or the infamous low back trouble. “Getting more people covered and changing our payer mix does Repetitive stress and extremes of sedentary and active time push our absolutely make a difference,” Garcia said. limits. Sitting all day, then doing an intense power workout, can have But she admits the organization’s finances remain precarious. Many of disastrous results. I see too many pulled muscles from this routine and its remaining uninsured patients are heard it plenty of times “No, I wasn’t doing anything undocumented. At least right now, they do not unusual, just my normal workout.” qualify for federal or state programs. Then they mention a long car ride or a stressful, La Clínica’s budget also depends on federal busy work week. Fatigued muscles from prolonged dollars – funds that are subject to the whims of activity and weakened muscles from imbalances Jane Garcia - Biography Congress. Unless Congress renews spending in become landmines that don’t take much to trigger October for federally qualified health clinics such muscular damage and pain. Or they become a nagging Jane García has led La Clínica de La as La Clínica, it could have a big deficit. According pain that gets louder and louder – chronic tension that Raza since she became CEO in 1983. to a new report from Capital Link, at least 25 builds into a crisis if unmanaged. La Clínica has grown from a $2 million percent of California’s federally qualified health The best solution to our screen-fixated and seated project to an over $96 million centers “operate in a very vulnerable financial culture is frequent movement. Studies show we need institution. La Clínica employs over position, with operating losses and insufficient movement aer 20 minutes of sitting, and aer eight 900 staff and serves over 85,000 cash reserves.” minutes of standing. Using a sit/stand workstation patients across 32 sites in Alameda, La Clínica’s budget is already tight. Two years gives more variety of movement vs. just sitting or just Contra Costa and Solano counties. La ago, the clinic reported a $3.7 million loss in its standing. Clínica is one of the largest community annual report. In 2014, it just about broke even As a whole, we are catching on to what other health clinics in the state of California. and is on track to do the same for this year. To cultures have known and utilized for centuries – García is an advocate and activist manage expenses, it froze salaries and put in massage therapy for maintaining health. Workplaces with a passion for preserving commuplace an administrative hiring freeze that was have come to understand the value of onsite massage nity health care for all residents only recently lied. as it decreases workman’s comp claims and cultivates regardless of ability to pay. Her La Clinica would hire more physicians if it sustainability of the staff. Regular sessions not only commitment to community health could find doctors willing to work for lower help to maintain health and promote more body care has been recognized on numerous salaries in an underserved area. But to control awareness, but can prevent a physical crisis. Noticing occasions. The most recent of which costs, it’s also purposefully kept medical staffing tension building is a sure sign to make changes and do include La Clínica’s recognition as a at less than ideal levels. something about it. “Public Health Hero-Organizational La Clínica has, however, invested in a new So, stand up, move around, use a footstool to put Hero Award” from UC Berkeley’s medical health records system. Even in the Bay your feet up at work, do a few squats, core exercises, School of Public Health and García’s Area, where Silicon Valley spits out new apps at a short walks, or flash dance. Feel moved! The workplace recognition by the San Francisco breakneck pace, health care is still behind when it scene is changing as we honor our needs for health. ■ Business Times as a Healthcare Hero comes to electronic medical records and in the Community Impact category. connecting systems between hospitals and Chantelle Lorenz is owner and massage therapist García received a Bachelor of Arts clinics. La Clínica’s new record-keeping system has at ROOTS of TOUCH, located in Oakland and onsite from Yale University and a Masters in been a costly investment, but one Garcia believes for the workplace and special events. She can be Public Health from the University of reached at (510) 463-4330. will ultimately streamline and improve care. California at Berkeley. ■

Walking through Oakland’s Fruitvale District can feel like visiting a foreign country.

> Get up! Stand up!

Stand up for your life!

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Health Care


> Creating a network to care for our community by Steve O’Brien, M.D. and Marty Lynch Members of our community who are uninsured, homeless or living in poverty frequently use emergency rooms (ERs) for their primary health care. These patients account for almost half of non-life-threatening visits to ERs. Sutter Health’s Alta Bates Summit Medical Center and Alameda County’s Community Health Center Network collaborate to offer greater access to primary medical care for patients who oen rely on the ER. Alta Bates Summit and its philanthropic partner, Better Health East Bay, have invested nearly $1.5 million to place R.N. care-transitions nurses at three community centers in Oakland and Berkeley. A care-transitions nurse works to ensure that each

Marty Lynch

Steve O’Brien

patient has a convenient medical home for follow-up appointments and routine health care. To ensure a smooth transition and continuing care once the patient is back in the community, the medical center relies on longestablished relationships with LifeLong Medical Care, La Clinica de la Raza and Asian Health Services. These deeply rooted community organizations offer centrally located, affordable, comprehensive and effective primary and preventive care. They also provide language translation services and help identify and remove other barriers to care, such as substance abuse or lack of transportation or permanent housing. At LifeLong, the care-transitions nurse manager and her team help patients get excellent primary care, a key factor in preventing serious illness. Strong data supports new approach The care-transition nurses work with approximately 3,600 patients a year who visit the ER or are admitted to Alta Bates Summit Medical Center, cared for and discharged. In August 2014, the Community Health Center Network tracked the outcomes of 600 of the 3,600 patients and found that patients in the care-transitions program were 32 percent more likely to follow up with a health care provider within 30 days of their first admission to the hospital. ER visits and hospital readmissions within 30 days of discharge also decreased by almost 20 percent for these patients. For a relatively young program, these findings are remarkable. We’re constantly looking at ways to provide better care to patients while controlling health care costs, and this program does both. It’s a win-win for the entire East Bay community. Expanding our investment in community care This collaboration is one of many ways we are transforming health care and meeting the demands of the Affordable Care Act. Sutter Health is exploring opportunities to expand this approach to other East Bay hospitals and clinic partners to improve care for the most vulnerable in our communities. Learn more online To learn more about not-forprofit Alta Bates Summit’s community benefit programs, visit http://www.altabates communitybenefit/index.html and LifeLong Medical Care at ■ Steve O’Brien, M.D., is chief medical executive of Alta Bates Summit Medical Center, and Marty Lynch is chief executive officer of LifeLong Medical Care.

MARCH 2015 | 15


Health Care


> SMU’s ‘Teaching with Tech’ symposium by Justin Berton Faculty at Samuel Merritt University (SMU) hosted the second “Improving Teaching with Technology Symposium” on Jan. 21 at its Oakland campus to showcase the latest teaching methods using innovative technologies. “It’s about learning to adapt what we do for the needs of the learners,” said Laurie Rosa MSN, RN, who records podcasts for her nursing students. “So we’re not just skimming the surface of the material in class, but diving in deep.” The symposium, which is the only one of its kind in the Bay Area dedicated to sharing new teaching technologies in healthcare, is quickly becoming a nationally-attended event for innovators in the field. Along with 10-minute presentations by faculty, other attendees published posters on their findings using Google Docs to work collaboratively, video interactions with “virtual patients,” and anti-plagiarism soware, to name a few. A paradigm shi is under way in the U.S. healthcare system, said

▲ SMU students preview one of many poster boards on display during the recent Improving Teaching with Technology Symposium.

attendee Dr. Ahmed Calvo, director, National Health Policy and Leadership Fellowship, Haas Center for Public Service at Stanford University. Dr. Calvo, who described SMU’s “culture of experimentation” with new teaching technologies as a leader in the nation, said the country’s healthcare structure was moving away from the doctor-knows-best model to a team-based, “community of professionals” perspective that starts with the patient. For educators and students, he added, that means creating a new classroom culture that reflects the team-based, community of professionals model they’ll soon encounter. Technology can assist the transition, Dr. Calvo said, but faculty and students must embrace the change first. “You can no longer rely on a traditional curriculum or traditional teaching methods when it comes to preparing future healthcare professionals,” he said. “Healthcare is changing quickly, and what they will encounter in the field will change just as quick. So their educators have to be able to adapt now, so their students learn to be adaptable later.” In the last two academic years, more than 50 SMU faculty participated in experiments with new technologies and submitted reports on their findings, said Valerie Landau, MA, CAS, director of Assessment of Educational Effectiveness. To that end, in classrooms where SMU students used immediate response systems – such as clickers and cell phones – more than 90 percent of students surveyed found the technologies “extremely engaging.” With that feedback in hand, Landau said all faculty at SMU will soon use some method of student-response. Dr. Penny Bamford, assistant vice president, Academic Affairs, feels strongly that as healthcare educators we must learn, model and teach the skills students need for success in the 21st century. “We need to gain more comfort in risk-taking, reframe ‘failure’ as success in learning, and promote more curiosity,” she said. “We are all learners in this together.” ■ Justin Berton is associate director of media relations at Samuel Merritt University in Oakland.

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Health Care

> A wrap-up of Oakland’s Splash Health 2015 by Bambi Francisco Roizen We chose health because it’s an important topic to each one of us. We’ve had so much innovation community-based in finance, media, commerce. And yet, all that website focused on doesn’t matter if we’re not around to enjoy it. All the business of that doesn’t matter if we’re sick and disabled. If we need to focus on one area, it’s our health. funding and In keeping with the Splash spirit, Vator Splash building emerging Health consisted of a startup competition, except technologies for this time the start-ups were innovating solely in start-ups, held its healthcare. I’m proud to say that our winner of the first-ever “Splash” competition was Luminate Health, a young startevent in Oakland, up focused on patient-centered care, to help focused entirely on people better understand their lab results. We one vertical, cannot be better stewards of our health unless we’re empowered to do so. And Luminate Health healthcare. moves us in that direction. Like many decisions, holding Splash Health was based on a confluence of events. For me it was not only that $4 billion in venture dollars were invested in this space last year and that nearly 250 start-ups received at least $2 million, according to Rock Health. But it was personal as well. Firstly, in the last three years, I had two relatives die from cancer. They were only in their 60s. Then, there’s my teenage son, who, like many teenagers has a predilection for not agreeing with the status quo. In the last six months, we’ve had very interesting conversations about his disagreements with the conventional views of fluoride, aspirin and a number of other substances, which we won’t dive into. As a good mom, I started researching healthcare in general. I’ll be the first to admit that I am naive about this industry, and I’ve always been skeptical about the efficacy of drugs and treatments. But the more I read up, the more I realized I wasn’t the only skeptic. Skepticism is widespread. Importantly, there’s a lot of data to support it. One particular study, oen cited by Vinod Khosla, iconic investor in Silicon Valley, is about 40 cardiologists who were given similar data about a patient and asked whether a patient should get cardiac surgery. Half said yes and half said no. Another study showed 12 million Americans are misdiagnosed every year. And in getting second opinions, more than half the time the second opinion disagrees with the first, or has moderate to major changes. The questions are: Shouldn’t there be more consistency in

Last month, Vator, a

> Five habits

the treatments and is it because there’s ▲ At Splash Health (left to right) Jules Walker not enough consistency in the data? (KPMG, title sponsor of The answer is Yes and Yes. Splash), Bambi Francisco At Splash Health, we were able to Roizen (founder of Vator, cover a lot of ground to answer some Inc.), and Luminate Health of the questions. co-founders Siddharth On data, Ryan Howard, founder Sinha and Jessica Hsu. and chief executive officer of Practice Fusion, the largest cloud-based EHR (electronic health record), talked about the risks in sharing this data, leaving open the idea that data inconsistency will be around for some time. Tom Lee, founder and chief executive officer of One Medical, which is reinventing doctors’ clinics, said patient care is an art, suggesting consistency in treatments may get better but ultimately will never be achieved, since a lot of care is qualitative. Nonetheless, changes are afoot and improving the quality of our care. We heard a compelling talk by Michael O’Neil, who was diagnosed with cancer in his late 20s, and Lindy Fishburne, executive director of Breakout Labs, funded by the Thiel Foundation, shared insights into how she is taking philanthropic dollars to help medical scientists get their projects out of the labs and into the economy. Sonny Vu, founder and chief executive officer of Misfit Wearables, in speaking with Casper de Clercq, head of healthcare investments at Norwest Venture Partners, talked about how wearables are the future of collecting healthcare data about ourselves. Dr. Nate Gross, co-founder of Doximity and Rock Health, shared a 360-degree view on healthcare start-ups as an entrepreneur, physician and investor. We had more than 350 registered attendees. I'm thrilled that so many people are interested in this topic. And we look forward to holding it again next year. ■ Bambi Francisco Roizen, a columnist and correspondent, is founder and chief executive officer of Vator, Inc.

to remember while sitting 1. Take a break at least every 30 minutes – Our bodies want to move and dislike static contractions for long periods of time which create imbalances. Taking breaks also helps us to maintain posture. The spinal muscles that work to keep our posture get fatigued after 20 minutes. Give them a break! 2. Keep the three curves in your back/neck upright posture – Having your butt against the back of the chair should help provide a lumbar curve (the concave curve in the lower back). If your chair does not have this support, use a lumbar support (even a rolled up towel can work). The midback should be back against the chair – shoulders back. The upper back/neck – have your chin pulled in as to not over accentuate the concave curve). 3. Sit on your “sits bones” – Use them – they are called that for a reason. They are the boney parts on the bottom of the butt (where the hamstrings attach to the pelvis). This also helps to keep the lower lumbar curve. It also helps if the knees are slightly lower than the hips – with your feet flat on the floor, this tilts the top of the pelvis which puts your sits bones into use. 4. Stretch – Check in with your body. Do it when you take your break – while sitting or moving around. Elongate those muscles that have been working hard for you. Move in the opposite direction of what you've been sitting in – like stretching your arms back to open your chest and standing up or lunging to let your hip flexors lengthen. 5. Breathe – Engage your diaphragm. Let yourself breathe through your belly. Are you doing it now? Or are you making those little neck muscles that help lift your ribcage do most of the work? If so, this is what could be causing your neck pain. Who knows, you might just create a 'movement at work' AND enjoy your workday! ■

> Acute rehabilitation

– continued from page 13

treatment program to track progress and adjust as goals are reached. Families and caregivers are active members of the rehabilitation team. They are partners in planning for improvement and the transition to home. The rehabilitation plan of care is coordinated and carried out 24 hours a day by therapists, nurses, social workers and physicians. Our dedicated staff of highly skilled professionals specializes in this intense level of rehabilitation. The center is recognized by The Joint Commission’s Gold Seal of Approval and by the Commission on Accreditation of Rehabilitation Facilities (CARF) for Stroke, Brain Injury Rehabilitation and Comprehensive Rehabilitation. In addition, the center has one of the nation’s highest proportions of Certified Rehab Registered Nurses (CRRNs). These distinctions for quality are supported by excellent clinical outcomes that surpass regional and national benchmarks resulting in patients receiving the highest level of treatment available. Recreation therapists at Alta Bates Summit use a wide range of activities to help patients make improvements in the physical, cognitive, emotional, social and leisure areas of their lives. Therapists assist patients in developing skills, knowledge and behaviors for daily living and community involvement. Recreation therapists work with the patient to incorporate specific interests into therapy to achieve optimal outcomes that transfer to real life situations. Research supports the concept that people with satisfying lifestyles will be happier and healthier. For further information on Acute Rehabilitation at Alta Bates Summit call (510) 869-6325 or visit ■

MARCH 2015 | 17


Women in Business

> Mayor Schaaf to speak at Women in Business luncheon by Bedilia Ramirez Libby Schaaf, the Mayor of Oakland, will discuss her plans for continual growth and enhancement of community programs at the next luncheon of the East Bay Women in Business Roundtable (EBWIBR) on Friday, April 3 from 11 a.m. to 1:30 p.m. at the Waterfront Hotel in Jack London Square. Schaaf was born and raised in Oakland, attended Skyline High School and graduated from Rollins College in Florida. She than pursued a law degree at Loyola Law School in Los Angeles. While an attorney in her late 20s, she co-founded Libby Schaaf the nonprofit Oakland Cares, which organized and implemented hundreds of volunteer community improvement projects across the city. She found a calling in community building and left her legal career at Oakland’s largest law firm to build and run the Marcus Foster Institute, the first centralized volunteer program for Oakland public schools. Shortly after, Schaaf became involved in politics and accumulated 14 years of experience in various roles of local government. Her background includes serving as economic policy advisor to the Oakland City Council, the affairs director for the Port of Oakland, a top aide to Mayor Jerry Brown, and chief of staff to Council President Ignacio De La Fuente. Most recently she represented District 4 on the City Council and is greatly involved with the community at large. She has served as an officer, director or advisory board member for several Oakland nonprofits including Oakland Schools Foundation, Make Oakland Better Now!, the Museum of Children’s Art (MOCHA) and Rebuilding Together Oakland. Most notably, Mayor Schaaf is the second Oakland mayor to take office before reaching the age of 50. As mayor and life-long resident of Oakland, Schaaf has various goals for the city including reducing crime, improving public education, supporting public art, and bringing in more businesses. At the same time, she promotes having transparency and a more responsive government. Mayor Schaaf also believes in


innovation; her advocates describe her as being open to new ideas and different opinions. The East Bay Women in Business Roundtable luncheon is a great opportunity to network. Bring a friend or co-worker and plenty of business cards – and be ready to mingle. The event is $40 for Chamber members and $45 for non-members. For more information, contact Shaterica Sullivan at the Chamber at (510) 8744800, ext. O or at To register, visit and click on Events and Programs. ■ Bedilia Ramirez serves as co-chair of the East Bay Women in Business Roundtable and is currently the employment coordinator at Chabot College Career and Transfer Center in Hayward. She can be reached at (510) 723-6699 or at

Brochures We work with you and your team to connect your product or service with your target. We create quality publications and websites that help build your brand – annual reports, brochures, logos, corporate newsletters, advertising, sales kits and WordPress sites.

C ARTER = DESIGNS C O M M U N I C AT I O N D E S I G N T H AT R E A L LY M E A N S B U S I N E S S 510. 653. 2153 • c c @ c h e r i e ca r t e r d e s i g n s . c o m

WIBR 2015

Joan C. Williams • Libby Schaaf • Jory Des Jardins • Alicia DeCoudreaux


“RISING TO THE TOP” Let the East Bay Women in Business Roundtable inspire you and become a resource for your business, knowledge, and interpersonal change. We invite you to connect with us for this series of moving discourse created by a group of women just like you – leaders. To register or for more information, contact Shaterica Sullivan at (510) 874-4800, ext. O, or

Feb. 6, 2015 | Gender Bias: Overcoming Double Standards and Dead Ends Featuring Joan C. Williams, Attorney and Author Apr. 3, 2015 | Where is Oakland Headed and How Does it Get There? Featuring Oakland Mayor Libby Schaaf June 5, 2015 | Social Media Strategy for Successful Entrepreneurship Featuring Jory Des Jardins, Author, Media Strategist, and Co-Founder of BlogHer Aug. 7, 2015 | Oakland in the Media: The State of Oakland’s Image Media Panel Discussion – Print, Radio, Web and TV commentators Oct. 2, 2015| An Inspiring Leader’s Keys to Success Featuring Alicia DeCoudreaux, President, Mills College

18 | OBR Oakland Business Review |


Women in Business



> What works for women at work by Vanita Williams Early last month the East Bay Women in Business Roundtable (EBWIBR) kicked off its 2015 Luncheon Speaker Series at the Waterfront Hotel in Oakland’s Jack London Square. Attorney and author Joan Williams was the featured speaker, inspiring women to overcome double standards and trump gender bias in the workplace. Williams shared individual strategies women can use to counter dead-end patterns that impact their careers. She called attention to effective strategies in her new book, “What Works for Women at Work: Four Patterns Working Women Need to Know,” a guide for women to overcome gender related barriers at work. Her presentation outlined four distinct biases that prevent women from winning in the workplace. • The tightrope – It’s all about balance. Women consistently walk the line between being too feminine (liked but not respected) and being too masculine (respected but not liked) in their careers. When a woman calls attention to her achievements she receives backlash for self-promoting. At the same time if she doesn’t speak up for herself she may be assigned a workload that is undervalued or beneath her level of expertise. • Prove-it-again – This has everything to do with male vs. female success and performance in the workplace. Women have to prove they are skilled, not just lucky; their mistakes tend to be noticed more and remembered longer. This causes women to create higher standards when being judged as equals to men. • The maternal wall – Motherhood triggers the highest levels of gender bias. Working mothers are less likely to be hired or promoted, and more likely to receive less pay. They are often held to higher standards of performance and punctuality and passed over for development opportunities and business travel. • Tug of war – Conflicts between women at work often stem from gender bias. Even women executives demand more from their female assistants. When a woman is chosen for a promotion competition develops among female peers. Williams reminds us to value our individual experiences and be

careful not to reinforce stereotypes that keep us bound to gender bias in the workplace. By understanding the complexity of gender bias, women can skillfully dismantle these patterns in the workplace. We can lean in without falling over, and create a balance that works for us. ■ Vanita Williams is a vice president for small business at Bank of America and co-chair of the East Bay Women in Business Roundtable Programs Committee. She can be reached at vanita.williams@bank or at (510) 853-1794.

> Renovating ‘Uptown Station’ The future of the former Sears Building that is bound by Broadway, Telegraph Avenue and 20th Street in downtown Oakland was the subject of the Chamber’s Economic Development Forum in February. Andrew Haydel, a principal at Lane Partners, LLC, which is renovating the building, announced that the project has been named Uptown Station. The building, which is scheduled for completion in the second half of 2016, is 400,000 square feet that was originally constructed as the Capwell’s Department Store in 1925. It sustained significant damage in the 1989 Loma Prieta earthquake, and the subsequent structural retrofit involved covering more than 70 percent of the building with “shotcrete” and enclosing the majority of the windows. Lane Partners purchased the building in June 2014 for $24.3 million, with plans of doing a full renovation of the building that will include re-opening all of the windows, re-skinning the façade and cutting in a 5,600-squarefoot light well into the core. The renovated building will contain 350,000 square feet of creative office space along with 50,000 square feet of retail. The building sits atop the 19th Street BART station and provides great access to public transit. ■

▲ Guest speaker Joan Williams (second from the right) is welcomed by Women in Business Steering Committee members Cherie Carter (left) and Kim Arnone (right). Kim Delevett (second from the left) of sponsor Southwest Airlines was also on hand at this “Rising to the Top” event.

▲ Artist renderings (above) of the interior and exterior of “Uptown Station,” which is scheduled for completion in the second half of 2016.

‘The Oakland Advantage’ March 20

▲ Andrew Haydel, a principal at Lane Partners, LLC, discussed the

Register now at

future of the former Sears Building in downtown Oakland.

MARCH 2015 | 19

> A full day of learning at Leadership Oakland by Eleanor Boli, Robert Marcial, Ben Weinstein and Tyfahra Singleton

On Feb. 13, Leadership Oakland hosted its Arts, Education, and Workforce Development Day. Prior to this session, the Leadership Oakland 2015 team came up with a list of key questions to pose to representatives of each of these sectors to better understand the efforts and challenges of each of these areas in developing a healthier and sustainable community. Throughout the course of the day, it became apparent exactly how much these three areas interact, and are necessary for promoting positive change in our city. The Workforce Development panel was led by Patti Castro, director of the Alameda County Workforce Board; Michele Clark, executive director of Youth Employment Partnership (YEP); Eric Shanks, project manager at Cypress Mandela Training Center; and Justin Real, program manager of the PG&E PowerPathway Program. Castro provided key information about the function and structure of Workforce Investment Boards, and supporting companies and individuals through career transitions. Clark spoke to the importance of creating meaningful and accessible work experiences for youth, and economically empowering students to make better choices for their immediate future as well as long-term growth.

▲ Donn Harris (center), execu-

> A report on Boards and Commissions Leadership Oakland participants recently met with Zack Wasserman, a partner with the law offices of Wendel, Rosen, Black & Dean LLP for a discussion and lesson in civic and community engagement during the group’s “Boards and Commissions” session. The discussion centered on the different reasons to serve, including civic contribution, social networking and promoting your career or business. Wasserman, who serves as an ex-officio legal counsel on the Chamber’s Board of Directors and is the Chamber liaison to Leadership Oakland, shared insightful information about what to think about when choosing a Board or Commission and what to expect once you are serving – liability issues, ethical ▼ Zack considerations and Wasserman commitment levels. (center) led He concluded by a Leadership encouraging participants Oakland to involve themselves in discussion Boards or Commissions in on civic and which they hold a genuine community engagement. interest. ■

tive director of the Oakland School for the Arts, greets Leadership Oakland participants.

Shanks and Real shared two successful local programs geared towards engaging individuals in electric, gas, engineering and welding training, as well as discussing the training trajectory for a rapidly changing workforce. The Education panelists included James Harris, president of the Oakland Unified School District Board; Kathleen Harris, chief executive officer of The Joint Powers Authority; and Hae-Sin Thomas, chief executive officer of Education for Change Public Schools. All three speakers heavily emphasized the need for schools to grow and adapt to serve the needs of all students; the importance of advocacy on behalf of students, parents, and stakeholders; and the absolute requirement for unequivocal partnership of all members of the community in order to achieve better outcomes for our students. The discussion was rich with information about current educational trends, shifts in pedagogical approach, and tying in learning and life experiences to encourage authentic

20 | OBR Oakland Business Review |

▲ Education panelists engagement in the classroom. included (left to right) The day ended with the Arts panel, Hae-Sin Thomas followed by a tour of the Oakland School (Education for Change for the Arts. The Arts panel was Public Schools), James composed of Anna Schneiderman, Harris (OUSD School executive director of the Flight Deck; Board), and Kathleen Donn Harris, executive director of the Harris (The Joint Oakland School for the Arts; Kelly Powers Authority). McKinley, director of the Oakland Art Museum Lab; Angela Wellman, founding director of the Oakland Public Conservatory of Music; and Pamela Mays McDonald, Board member of the Oakland Art Murmur. All panelists shared their experiences with the Arts in Oakland, and connected their organization’s work to continuing to develop and promote the Arts within this community. Panelists also discussed the negative impact of prejudice and isolation towards certain art forms as “alternative” versus “traditional,” and the need for acceptance of all forms and traditions of art, especially when cultivating participation in and an appreciation for the Arts in our younger community members. The day came to a close with the tour of the Oakland School for the Arts, which perfectly culminated the three session’s discussions around incorporating creativity, participation, hands-on experience and specialized training for today’s youth. On behalf of Leadership Oakland, we extend our appreciation and gratitude to the Arts, Education, and Workforce Development panelists for taking time to share their knowledge and experiences with our team. ■ Eleanor Boli, Robert Marcial, Ben Weinstein and Tyfahra Singleton are participants of Leadership Oakland.

> Leadership class attends Wisdom 2.0 conference by Katrina Lashea

Wisdom 2.0, a threeday conference event, recently hosted participants of the 2015 Leadership Oakland class, along with 2,500 entrepreneurs, academics, wellness professionals, and business and technology leaders from around the world at its sixth annual flagship conference in San Francisco.

Wisdom 2.0 addresses the challenge of how to live connected to one another through technology in ways that are beneficial to our own well-being, effective in our work, and useful to the world. The conference brought together the top leaders of technology, business and meditation. Speakers included LinkedIn Chief Executive Officer Jeff Weiner; U.S. Congressman Tim Ryan (Ohio); singer and activist Alanis Morissette; Google Vice President of People Development Karen May; authors and wisdom teachers Jack Kornfield and John Kabat-Zinn; founder and fashion designer Eileen Fisher; Starbucks Vice President of Global Talent Martin Tracey; Impact Hub Oakland Co-Director and Chief Executive Officer Konda Mason; and Pandora Founder Tim Westergren. The three-day event also offered main stage presenters, panel discussions, breakout sessions, hosted conversations, and mindfulness practices, including meditation and yoga classes. Among the topics were “Mindfulness in Business: Why it Matters,” “Expanding the Conversation: Inclusivity and Diversity in Tech and Society,” and “Inner Wisdom, Outer Action: Supporting Mindful & Meaningful Engagement.” ■ Katrina Lashea is co-owner of Anasa Yoga Studio in Oakland’s Laurel District and is a participant in the Chamber’s 2015 Leadership Oakland class.

Member update

> DIRECTORY ADDENDUM The following is a list of new members of the Oakland

AERC Recycling Solutions 1475 Crocker Ave. Hayward, CA 94545 Phone: (510) 429-1129 Fax: (510) 429-1498 Robert Rivera Website: Recycling Services

Metropolitan Chamber of Commerce and is an addendum to the Chamber’s 2015 Membership Directory & Buyers Guide. Please keep this page and refer to these members when you have a need for goods and services.

Alliance for Community Development of the San Francisco Bay Area 300 Frank H. Ogawa Plaza, Suite 223 Oakland, CA 94612 (510) 406-1782 Darlene Crane Website: www.allianceforcommunity Business Services Nonprofit

Axis Dance Co. 1428 Alice St., Suite 200 Oakland, CA 94612 Phone: (510) 625-0110 Karl Cronin Dance Company Barretto-Co. LLC 4100 Redwood Road, Suite 259 Oakland, CA 94619 Phone: (415) 608-5034 Steve Barretto Graphic Designers

League of Women Voters 1305 Franklin St., Suite 311 Oakland, CA 94612 Phone: (510) 834-7640 Bonnie Hamlin Email: Website: Nonprofit Oakland Parks & Recreation Foundation 666 Bellevue Ave. Oakland, CA 94610 Phone: (510) 465-1850 Ken Lupoff Email: Nonprofit ■

NEW MEMBER PROFILES AERC Recycling Solutions AERC Recycling Solutions is a nationally regulated Electronic Waste (E-Waste) and Universal Waste (Lighting, Batteries and Ballasts) recycling company with over 25 years of industry experience. We are committed to a green world by helping clients in proper end of life management of electronics containing sensitive data and components hazardous to our environment. Our Universal Waste recycling practices keep mercury out of our environment and bulbs, lamps and batteries out of landfills. Each AERC facility complies with all state and federal EPA, OSHA, and DOT regulations. At AERC, environmental stewardship is our highest corporate priority. AERC believes that the best way to do this is by providing quality service to our 10,000+ customers. Each AERC electronics processing facility has the distinct industry designation of being an R2/RIOS Certified Electronics Recycler™ facility and has been independently certified to achieve these industry designations. And AERC is the only licensed and permitted company in all of Northern California that is allowed to process bulbs/lamps on site, right out of our East Bay facility. It is the mission of AERC Recycling Solutions to keep hazardous materials out of the environment through industry leadership and responsible recycling. For more information visit or contact Rob Rivera at (510) 780-6578 or at

MARCH 2015 | 21

> Free airport parking

> Southwest introduces

for escapes to Hawaii, Europe

new service

Travelers now departing OAK on any airline to any destination in Hawaii or Europe can get up to five days’ free parking in the airport’s daily lot under the airport’s Park Free promotion running through April 15. In order to receive the discount, travelers must present a copy of their qualifying airline eticket itinerary, along with a Park Free coupon to a cashier upon exiting the airport lot. The printable Park Free coupon is available at Seasonally low published fares available now add to potential savings for travelers planning a trip over the winter, including the Martin Luther King, President’s Day, Easter and Passover holiday periods as well as Spring Break. OAK offers multiple daily flights to Hawaii, with Alaska Airlines ( flying to Oahu, Maui, Kauai and the Big Island and Hawaiian Airlines ( flying to Oahu and Maui. Current fares are as low as $159 each way, taxes included, making it an excellent time to plan a Hawaiian vacation. ■ With new flights, low fares and now up to $100 in free on-airport parking at Oakland International Airport (OAK), this is a great time for Bay Area residents to plan a winter escape.

Southwest Airlines has announced the introduction of nonstop service linking Columbus, Ohio with the San Francisco Bay Area with new flights between Port Columbus International Airport (CMH) and Oakland International Airport (OAK) beginning Aug. 9. Columbus and the Bay Area are both home to the headquarters of Fortune 500 corporations and share a number of key industries, including technology, financial services, logistics, education, medical research and health care. Having daily nonstop service is seen as a boon to economic development in both regions. In addition, travelers using the new route to Oakland will find easy connections on Southwest to Seattle-Tacoma and Spokane, Washington; Portland, Oregon and Boise, Idaho. “The economies of both Columbus and the San Francisco Bay Area are booming,” said Columbus Mayor Michael Coleman. “This new nonstop service by Southwest opens new opportunities for business and tourism in both directions.” “Thanks to Southwest Airlines, there’s a new, direct connection for business and leisure travel between Columbus and the Bay Area’s most convenient gateway, Oakland International Airport,” said Oakland Mayor Libby Schaaf. “OAK’s central location and easy access to BART are a time-saving convenience for the growing number of visitors to Oakland and the rest of the Bay Area.” The new Columbus service represents the fifth new OAK route for inauguration in 2015, following the January launch of new service to Baltimore-Washington D.C. (BWI) and Dallas Love Field (DAL), and the previously announced daily services to Nashville International Airport (BNA) and Louis Armstrong New Orleans International Airport (MSY) starting on June 7. Dallas Love – OAK Increased to double daily Responding to high demand for its new daily nonstop service between Dallas Love Field and OAK begun in January, Southwest has also announced the addition of a second daily nonstop flight beginning April 8. "Southwest Airlines continues to be a strong partner in introducing Oakland International Airport to more people across the country as the premier gateway to the San Francisco Bay Area,” said Deborah Ale Flint, director of aviation for Port of Oakland. “These new additions to Southwest’s OAK flight schedule offer great opportunities for business and family travel.” Oakland International Airport is Southwest Airlines’ largest operational base in California. The new Columbus service will bring to 23 the total number of nonstop destinations served by the carrier from OAK, with 14 of them served only from OAK in the Bay Area. Southwest will offer 110 peak-day departures from OAK in its summer schedule effective June 7. More than 2,400 Southwest employees are based at OAK, including pilots, flight attendants, customer service, air cargo, aircraft maintenance, ground equipment and commissary personnel. Recently named one of the World’s Most Admired Companies by FORTUNE and 2015 “Airline of The Year” by Air Transport World, Southwest Airlines began service from OAK in 1986. “Our growth at Oakland International is a reflection of strong consumer demand for travel to and from the San Francisco Bay Area and the airport’s focus on providing a convenient, customer-friendly travel experience that’s consistent with our product,” said Andrew Watterson, senior vice president network and revenue management at Southwest Airlines. Southwest Airlines flight, fare and ticketing information is available online at or by phone at (800) I-FLYSWA. ■

22 | OBR Oakland Business Review |

All events held at Chamber offices, 475 14th Street, unless otherwise noted. Call 874-4800 to confirm dates and times. Meetings are open to all Chamber members.

Nonprofit Roundtable Committee Meeting | MAR. 17

THE OAKLAND ADVANTAGE 2015 Economic Summit

| MAR. 20

Inside Oakland A look at Oakland’s 2015-17 budget

| MAR. 27

Small Business Seminar

Mayor Schaaf to speak

‘HR strategies’

| APR. 3

Women in Business

| MAR. 27

Keeping you connected and informed


RON FOREST Matson Navigation Company

Chair of the Board MARK EVERTON Waterfront Hotel

JOHN GOODING The Quadric Group

Vice Chair CHARISSA FRANK FMG Architects

BENJAMIN HARRISON Colliers International

DAN COHEN Full Court Press

STAN HEBERT California State University, East Bay

DAVID TUCKER Waste Management of Alameda County


ZACK WASSERMAN Ex Officio Corporate Counsel Wendel, Rosen, Black & Dean LLP

VICTORIA JONES The Clorox Company

KEN WHITE Fidelity Roof Company



B OAR D OF DI R EC TO RS KIM ARNONE Cutting Edge Capital (representing Women in Business Roundtable) HARMINDER BAINS Securitas

PAMELA KERSHAW Port of Oakland

KEN LOWNEY Lowney Architecture

9 | Ambassador Committee meeting

11 | Ambassador Committee meeting

| 4 - 5 p.m.

| 4 - 5 p.m.

17 | Nonprofit Roundtable Committee meeting

12 | Chamber Day at Coliseum, Oakland A’s vs Boston Red Sox

| 2:30 – 4:30 p.m.

| game begins at 7:05 p.m. 20 | 2015 Economic Summit, “The Oakland Advantage”

| 7:30 – 11:30 a.m. featuring a real estate update and market overview by Garrick Brown (DTZ), a discussion of the “Oakland Indicator Project” by Christopher Thornberg (Beacon Economics) and two panel discussions – “Building for Oakland’s Economy” and then a specific look at Oakland’s array of businesses and industries, the pros and cons of operating here, and prioritizing actions, $85 per person, Oakland Marriott City Center 27 | Inside Oakland Breakfast Forum

| 8:30 - 10 a.m. A look at Oakland’s 2015-17 budget

reserved seats on Plaza Level overlooking third base, $40 for members, $50 for non-members

13 | Economic Development Forum | 3 – 4:30 p.m.

19 | Nonprofit Roundtable Committee meeting | 2:30 – 4:30 p.m.

22 | Inside Oakland Breakfast Forum

| 8:30 - 10 a.m.

> Dinner for You The launch of “Dinner for You” personal chef services and catering was recently held at Imagine Affairs Art Lounge at 408 14th St. in downtown Oakland. Chef Lani Buie presented a demonstration of healthy cooking to prevent diabetes and other health issues related to poor diet. The company also announced its Bay Area Junior Chefs program for children, a series of hands-on cooking workshops for kids, teaching nutritional recipes and how to make healthy food choices to prevent childhood obesity. At the launch party below, Chef Lani (center) cuts the ceremonial ribbon with the help of two children from the Bay Area Junior Chefs program. For more information, call Chef Lani at (510) 938-4996.

27 | Small Business Seminar ED MCFARLAN JRDV Urban International SAM NASSIF Creative Hospitality Corporation HILARY PEARSON Sungevity JULIE PETRINI Alta Bates Summit Medical Center



GREG CHAN East Bay Municipal Utility District



> MAY 2015


ALISON BEST Visit Oakland

CYNTHIA CHIARAPPA Children’s Hospital & Research Center Oakland

> MARCH 2015

JENNIFER SCANLON Kaiser Permanente

| noon-1 p.m. featuring Sara Skowronski (principal consultant, Eos Human Resources Consulting) discussing “HR Strategies for Business Growth, $10 for Chamber members, $15 for non-members, and lunch is provided

> APRIL 2015 3 | East Bay Women in Business luncheon

|11:15 a.m.. - 1:30 p.m. featuring guest speaker Mayor Libby Schaaf, “Where is Oakland Headed and How Does it Get There,” Waterfront Hotel in Jack London Square

8 | Economic Development Forum


| 3 – 4:30 p.m.


13 | Ambassador Committee meeting

The purpose of the Oakland Metropolitan Chamber of Commerce is to promote commerce and industry, to advance economic growth and to enhance the quality of life in the city of Oakland.

OBR OAKLAND BUSINESS REVIEW (ISSN 1092-7220) is published monthly at $100.00 a year by the Oakland Metropolitan Chamber of Commerce, 475 14th Street, Oakland, CA 94612-1903. Membership dues include subscription. Periodicals postage at Oakland, CA. Contents can’t be reproduced without permission. POSTMASTER: Send address changes to OAKLAND BUSINESS REVIEW, 475 14th Street, Oakland, CA 94612. Editor

HANK MASLER, (510) 874-4808 |

Design/Production Editor

CARTER DESIGNS The articles published in this publication do not necessarily reflect the policies or opinions of the Oakland Metropolitan Chamber of Commerce.

Come to “Inside Oakland Breakfast Forum” and hear from people who affect the policies and progress of the city in which we live and do business.

| 4 - 5 p.m. 21 | Nonprofit Roundtable Committee meeting | 2:30 – 4:30 p.m.

24 | Inside Oakland Breakfast Forum

| 8:30 - 10 a.m.

INSIDE OAKLAND BREAKFAST FORUM Friday, March 27 • 8:30 - 10 a.m. featuring an Oakland 2015-17 budget discussion

24 | Small Business Seminar

| noon-1 p.m. featuring Gail Nott (social media strategist, Nott Ltd Solutions) discussing “Is Your Social Media Presence Referrable?” $10 for Chamber members, $15 for non-members, and lunch is provided

JOIN Chamber members for this informative breakfast at the Oakland Chamber of Commerce, 475 14th Street. This event is free to Chamber members and $10.00 for non-members. Please RSVP by Wednesday, March 25. VISIT OUR WEBSITE AND REGISTER ONLINE

MARCH 2015 | 23

Small Business Development Center

> Selling to enterprise customers

> Planning a

by Tom Yeh

successful start-up

Selling is one of the most important functions of a business. It determines the size and the success of your enterprise. “Enterprise sales” is one of the most efficient paths to ramp sales quickly. For an early stage or small company, getting just one enterprise customer can forever change the trajectory of the business. Many of the most successful legends in the Tom Yeh world have successfully changed their lives and their business via the acquisition of large customers (i.e. Bill Gates from Microsoft getting IBM, Terry Gou from Foxconn getting Apple and many others). I have personally acquired more than 100 enterprise customers / competitors in various different businesses representing start-up or early stage companies. These companies have included IBM, Google, Yahoo, eBay, Cisco, Intel, Genentech, Apple, Sharper Image, large government entities, BP, Chevron, etc. Below I share some key points to close business from large enterprise customers: 1. Logical value vs. Emotional value – Fundamentally, products/services sell when they create value or solve a real or perceived problem. In an enterprise sales scenario, the value of your products/services often needs to be reviewed and validated by multiple people. The value is logically quantified rather than felt emotionally. In most cases, the larger the company, the more logical the value proposition must become. Lesson: Quantify your impact in terms of value that your potential customers may care about. Extra money saved? Money earned? Time saved? Time earned? 2. Multiple decision-makers - In a larger company, there are usually multiple decision-makers in the sales process. There is often a purchasing team, committee, or panel. You often need to address the needs of the committees as part of the selling process. To complicate the situation further, there are often constituents outside of the “users” that will need to review or approve the decision, such as the finance team, legal, facilities, HR, EH&S, purchasing group, and technology team, and sometimes even the executive team or the board of directors. The more players are involved, the more complicated the process. Lesson: Understand each constituent’s and plan how to deal with every single one of them by addressing their requirements. 3. Perfect and automate the process - The third element is to develop a process. First, map out your own sales process. You need to understand how your target corporation’s internal decision process works. Then develop your sales plan, mapping out a step-by-step plan on who to contact first, second, and third, and how you will make the contacts. Prepare a contingency plan if a contact fails to behave in a way you have predicted it would. This process involves a lot of trial and error until a successful method is established - don’t be discouraged, keep trying. Once you break through, you have a premier customer! Step two of this process involves developing a replicable system with the success you have achieved. Break down each part of the process, optimize it, and figure out how to train others to perform the function to leverage your success and multiply its impact. Lesson: Determine a process that works, then determine a process to automate it. ■ Tom Yeh is an SBDC advisor. Advisors from the SBDC can assist you to strategically plan a process to obtain enterprise customers and advise you through the campaign.

by FJ Cava

It doesn’t take a college graduate to start a wildly successful company. People such as Steve Jobs and Bill Gates have demonstrated that fact. However, the path to success requires a road map. In the business world, we call that map a business plan. There are a lot of books, online resources and private companies that tell you that for just a small fee, they will help you strike it rich. Ignore them all. What it takes is a good idea, a business plan, passion, and a little bit of money. FJ Cava We will assume you have a good idea; you are passionate and have access to a little money to get started. We will focus on the business plan and its key elements. First, a business plan is a “living document” which changes and grows as you better understand your business idea and the market. It is not a book report that you turn in for a grade. It is a reference guide that allows you to go back and remember your original thoughts on a particular subject. It is your guide post when you start to get pulled in different directions. Second, it is used as a funding tool. Instead of spending hours explaining your ideas to potential investors, bankers and friends, you can show them a well written plan and say, “I want $10,000 for this.” All solid business plans require a minimum of four basic elements: marketing, finance, operations and management. Each section does not have to be extensive but must be clear and specific. Let’s explore each section to understand why we need it and what content should be present. • Marketing – is more than just letting people know you have something to sell. Marketing should compel people to purchase your product. One of the biggest pitfalls of start-ups is the entrepreneur assumes s/he is the customer for the product or service they are selling – often this is not the case. To avoid this pitfall, talk at length and in detail with potential customers. Pre-test your product or service and obtain feedback. You can’t talk enough with your future customers to make sure you know what they want. • Finance – is often the scariest section of the plan for people, but it's actually the easiest and fastest section. It consists of numbers and spreadsheets that can be intimidating. However, with a little counseling and support from organizations such as the Small Business Development Center, this section can be demystified. There are many excellent tools such as financial templates and Quickbooks that can help guide you. • Operations – is the section of your plan where you explain how your company functions. This section should be detailed enough for a lay person to understand your business processes. • Finally, Management – is by far the most important aspect of any start-up. Management is all about the people you hire and partner with to achieve your vision. is one excellent online resource regarding how to work effectively with your team. A strong business plan correlates with strong success. So what are you waiting for? Write your future today! ■

> ‘All solid

business plans require a minimum of four basic elements: marketing, finance, operations and management.’

FJ Cava is an SBDC advisor.

24 | OBR Oakland Business Review |

March Oakland Business Review  
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