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Tourism has a record-breaking year Page 9

Oakland ripe for hotel development


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Oakland Business Review

June 2015


@OaklandChamber #OaklandChamber #TheOaklandAdvantage

> UC President Janet Napolitano to keynote Chamber’s 110th Annual Meeting; Local companies and individuals to be honored


ANET NAPOLITANO, THE PRESIDENT OF THE UNIVERSITY OF California and the former U.S. Secretary of Homeland Security, will be the keynote speaker at the 110th Annual Meeting of the Oakland Metropolitan Chamber of Commerce from 11:30 a.m. to 1:30 p.m. on Wednesday, June 10 at the Oakland Marriott City Center. The Annual Meeting will also feature the presentation of awards to Derreck Johnson, owner of Home of Chicken and Waffles, and Naveen Jain, co-founder of The Immunity Project, as well as three outstanding local businesses. The honored businesses will be Gensler, which recently moved its East Bay offices from San Ramon to downtown Oakland; Southwest Airlines, which offers 120 departures each day out of Oakland International Airport; and the law offices of Wendel, Rosen, Black & Dean LLP, which was established in 1909 and has deep roots in the community. Johnson (Heart of Oakland Award), who opened his restaurant across from Jack London Square 11 years ago, has made a commitment to hire Oaklanders and those with multiple barriers to employment. He recently held a job fair at Santa Rita jail for prisoners who were soon to be released. Jain’s Immunity Project (Tech Oakland Award) is a bio-medical start-up dedicated to developing an HIV vaccine and distributing it worldwide at no cost. He’s also president of Sparkart, an award-winning technology and creative firm located in Oakland. Gensler (Oakland Newcomer Award), the nation’s largest architectural firm, recently relocated its East Bay office to Oakland and expanded its presence from 30 to 160 employees. It has taken on the task of transforming the former Sears department store at 20th and Broadway into one of the city’s signature creative office space developments,

targeting tech tenants. Southwest Airlines (Oakland on the Map Award) now has 2,200 employees working in Oakland and remains committed to the city and the region, becoming engaged in Naveen Jain countless local charitable organizations. In 2014 alone, donations – including ticket value and cash – totaled more than $444,000, impacting 121 area nonprofits. The 60-attorney firm of Wendel, Rosen, Black & Dean LLP (Deep Roots Derreck Johnson Award) is dedicated to principles of good corporate responsibility and consistent contributions of money, time and expertise to innumerable civic, environmental, trade and charitable organizations in and around Oakland during the past 106 years. Napolitano, who was named president of the UC system in July 2013, is a distinguished public servant with a record of leading large, complex organizations at the federal and state levels. Besides serving as Secretary of Homeland Security from 2009-13, she was also Governor of Arizona from 2003-09, Attorney General of Arizona from 1998-2003, and U.S. Attorney for the District of Arizona from 1993-97. Since she took the reins at the University of California, Napolitano has launched initiatives to enhance community college transfers, provide financial support for undocumented students to put them on equal financial-aid footing with other students, achieve carbon neutrality across the UC system by 2025, and expand opportunities for advanced degrees. The event on June 10 presents members with an opportunity to celebrate a year of Chamber accomplishments and set a path for the future. For more information, visit or call (510) 874-4800, ext. 0. ■


April 2010 |



Names in the news • Patricia Curtin, a partner at the Oakland-based law firm of Wendel, Rosen, Black & Dean LLP, has been

selected as one of the San Francisco Patricia Curtin

Business Times’ 2015

“Most Influential Women in Business.” This prestigious honor recognizes outstanding female professionals who make a difference in their companies, industries and communities. The newest member of Wendel Rosen’s threeperson Management Committee, Curtin specializes in land use and local government law, representing both private and public sector clients. • Community Bank of the Bay has been named Bank of the Year by the Western Independent Bankers Association. The bank has also received a Findley Report’s Super Premier Performing bank designation and a recent receipt of the coveted Bauer Financial 5-Star rating for safety and soundness. • Piedmont Grocery, Peerless Coffee & Tea and East Bay Restaurant Supply Company

were recently honored by the city of Oakland for their contributions to the city and its economy. Piedmont Grocery is currently in its 114th year of business, Peerless is 91 years old, and East Bay Restaurant Supply Company has been in Oakland for 81 years. The companies were honored during Small Business Week. • The Port of Oakland has welcomed its newest maritime neighbor as proof of Oakland’s growing trade stature. The Pacific Merchant Shipping Association (PMSA) moved its headquarters to Jack London Square, one block from Port headquarters. PMSA represents some of the largest container shipping lines and marine terminal operators serving West Coast U.S. ports. It had been based in San Francisco until the move to Jack London Square. • SVS Group has recently moved its headquarters to 2336 Harrison St. in Oakland. SVS Group is a full-service recruitment firm focusing on temporary, temp-to-perm, and direct hire placements. It provides services in industries such as finance/accounting, mortgage/banking, administrative, HR, light industrial, and IT. The company has adopted a mission to place the best talent with the best opportunities on the market, allowing clients to grow and adapt in an ever-changing marketplace. For more information, call (510) 923-9898. ■


| OBR Oakland Business Review |


> Hosting a delicious discussion about catering by Âna-Marie Jones and Jerry Metzker Food can indeed make or break your parties, fundraising events, meetings and introductory activities. It’s an important part of any organization’s outreach and cultivation. The recent meeting of the Chamber’s Nonprofit Roundtable Committee focused on how to do eats well, whether at a large fundraising event or a simple community meeting. Featured speaker Deborah Pfisterer of Blue Heron Catering shared several elements necessary for a successful event, particularly a catered event. “Always consult caterers before you set your catering budget,” she said. “You might not be aware of some key costs. For example, staff costs are sometimes more than the food costs. It’s also important to know what kind of food you want.” She encouraged event planners to ask two or three caterers for proposals, making sure to request the same exact information from all prospects. “This way you can judge the bids fairly,” she explained. Caterers should also have a license and insurance. When asked whether it

was more important to select a caterer before or aer choosing a vendor, Pfisterer replied, “It depends. If you’ve already hired a caterer and then choose to have your event at a hotel, you’re going to have a problem.” She also noted that while many venues have a list of suggested caterers, event planners don’t necessarily have to use them. “But it is important that your caterer knows the event space.” Many caterers have a nonprofit rate, or if the cause touches them, they may do more. “Promoting caterers and vendors is the biggest deal – in advertising, signage, and on the ticket,” Pfisterer said. “Free is tough, but discounted is a possibility.” How an organization communicates with prospective food partners is critical. What is the hook? Mani Niali of Sweet Bar, a bakery in Oakland’s Uptown district, echoed Pfisterer’s sentiments. “And give us time,” he said. “Planning ahead is very important.” Although Sweet Bar does not do full-scale catering, the bakery does cater breakfasts, lunches and meetings with pastries, salads, sandwiches and the like. Blue Heron Catering and Sweet Bar Bakery both work frequently with nonprofits, and they provided helpful insights around making food an easier and more effective experience. Following the speakers, attendees shared Food is our several different options to find food common providers, noting that the great number of restaurants, especially new ones, were eager ground, a for partnerships and promotional universal opportunities. Oakland has a large number of restaurants that are looking for promotional experience. opportunities to grow their businesses. – James Beard Websites for restaurants include /restaurants and Chamber members are encouraged to use their membership connections with restaurants listed in the Oakland Chamber’s Membership Directory and Buyers Guide. ■ Âna-Marie Jones and Jerry Metzker are the co-chairs of the Oakland Chamber Nonprofit Roundtable. Jones is executive director of CARD (Collaborating Agencies Responding to Disasters) and Metzker is development and grants manager for Family Connections. The Nonprofit Roundtable meets on the third Tuesday of every month from 2:30-4:30 p.m. in the Chamber Board room.

june 2015 | 3

> Some ‘TLC’ for ballfield in Richmond Nonprofit organization TLC for Kids Sports, sponsored by O.C. Jones & Sons, Inc. (O.C. Jones) and in partnership with Alta Vista Solutions and the city of Richmond, recently welcomed former Major Leaguer Bip Roberts to John F. Kennedy Park to celebrate recent improvements to the park’s baseball field, located in the Park Plaza neighborhood. “Anytime you have kids on the fields and not the streets, you’ve accomplished a major goal,” said Roberts. “We want to make sure that our kids are safe and have a nice place to play. Not only a nice place, but a place they can call home so that when they leave here and they grow up and go off into this world, they’ll tell people where they came from.” On May 16, general contractor O.C. Jones took the lead in ▲ Construction activities construction that occurred on included accessibility, fencing the community volunteer day. and dugout work, field This event was a kickoff to regrading and refurbishment, build the entire park and part of a backstop refurbishment, base larger effort to improve all of the installation, spectator access city’s parks this year. More than and improvements, painting, 150 volunteers, including a team landscaping, and various park improvements. from Overaa Construction, were mobilized to assist in construction activities that included accessibility, fencing and dugout work, field grading and refurbishment, backstop refurbishment, base installation, spectator access and improvements, painting, landscaping, and various park improvements. “The volunteer-fueled ballfield renovation event was phenomenal,” says Rochelle Monk, city of Richmond chief service officer. “Having neighborhood residents volunteering alongside corporate volunteers showed community building in action. With the many planned improvements for JFK Park, this event launched the park improvement project in a big way. We are grateful that O.C. Jones and Sons and TLC for Kids Sports selected this ballfield.” The volunteers worked quickly throughout the morning to prepare the field for a mid-day ribbon cutting ceremony. Public officials, community members, and sports celebrities spoke at the ceremony


| OBR Oakland Business Review |

and congratulated everyone on a job well done. “This is a great program,” said KNBR 680AM On-Air Personality Larry Kruger. “It’s all about growing up and playing ball in the park and trying to build your self-esteem and who you are going to be and find your dream. Oftentimes it happens in the park.” This project is one of many field and park renovations made possible by generous in-kind grants to cities throughout Northern California. TLC for Kids Sports, created and sponsored by O.C. Jones & Sons, is an award-winning nonprofit program that is improving our local communities and youth sports, one field at a time. TLC for Kids Sports partners with radio station KNBR 680AM, The Sports Leader, to hold ongoing contests. Community space renovated thus far includes historic DeFremery Park in Oakland as well as other parks throughout the Bay Area. “Since the inception of the TLC for Kids Sports program, we have completed many projects, transforming dilapidated fields into over one million square feet of community space and a safer place to play,” said Kelly Kolander, founder of TLC for Kids Sports and president and chief executive officer of O.C. Jones & Sons, Inc. “We continue to be rewarded with the satisfaction of helping our youth to take pride in their own communities. This project is a testimony to the wonderful things that can be accomplished when we work together.” ■

> SBDC offices have moved The offices of the SBDC – the Alameda County Small Business Development Center – have moved to 2120 University Ave. (at the corner of Shattuck Avenue) in Berkeley. Their telephone number remains the same – (510) 208-0410. For additional information, visit


Member update

> DIRECTORY ADDENDUM The following is a list of new members of the Oakland 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. 18/8 Fine Men’s Salon 3340 Lakeshore Ave. Oakland, CA 94610 (510) 296-0400 Website: Chris Clay Beauty Salon 42 Inc. 2150 Allston Way, Suite 300 Berkeley, CA 94704 (510) 548-7948 (888) 236-3638 Website: Brian Harms Email: Information Technology Services Bay Development 100 The Embarcadero, Penthouse San Francisco, CA 94105 (415) 828-7061 Maria Poncel Email: Real Estate Development & Investments

Cantus Firmus LLC 4686 Edgewood Ave. Oakland, CA 94602 (415) 287-7741 Website: Michael Kaulkin Email: Web Design KCP Inc. 2201 Broadway, Suite M5 Oakland, CA 94612 (510) 832-4800 Fax: (510) 832-4801 Karl Pierce Email: Surveying / Mapping / Inspection Silicon Valley Staffing 2336 Harrison St., Suite 1300 Oakland, CA 94612 (510) 923-9898 Website: Amber Marks Email: Employment Agencies, Services & Consultants Treasure Island Job Corps 351 H Ave., Bldg. 442 San Francisco, CA 94130 (415) 277-2376 Website: Krista Vendetti Email: Nonprofit Wag Hotels 39 4th St. Oakland, CA 94607 (888) WAG-LINE Kristen Rau Kennels ■

CANTUS FIRMUS LLC Cantus Firmus LLC is an Oakland web design and solutions shop serving the web presence needs of nonprofits and businesses of all sizes. Whether you need a full-scale ecommerce solution, a redesign of your five-year-old site to make it more mobile friendly, or you just need a few fixes, you can expect a friendly, creative and practical approach to your problems. As of 2015 the firm is now also adding mobile app development to its service offerings. Cantus Firmus takes pride in the ability to offer a polished and effective solution for just about any kind of web site problem. The firm has been operating in Oakland since 2010 and looks forward to getting to know other Chamber members and playing a role in the business life of the city. For more information, visit or call (415) 287-7741. ■

KCP INC. KCP Inc. is an Oakland-based, minority owned and operated professional services consulting firm, which has completed a significant body of work in the Bay Area and statewide over the last 35 years. Projects include transportation, government, commercial, housing and schools. Its primary services areas are: • Surveying / Mapping • Right-of-Way Engineering / ADA Evaluation • Geographic Information Systems (GIS) • Construction & Project Management / Inspection KCP is certified as a DBE & SLBE with the state of California, city of Oakland, BART, AC Transit, Alameda County and other local public entities. KCP is located at 2201 Broadway, suite M5, and can be reached at (510) 832-4800.

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.


INSIDE OAKLAND BREAKFAST FORUM Friday, June 26 • 8:30 - 10 a.m. featuring a discussion of Oakland's new trash service, recycling and compost services 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. To attend, you must RSVP by Wednesday, June 24.

SVS Group was established in 1996. Originally headquartered in the heart of Silicon Valley, the company has since moved its headquarters to Oakland alongside Lake Merritt. “We are proud to relocate and become a part of the Oakland community. This is a growing and vibrant city that offers a diverse group of talent that we can, in turn, place with our clients,” stated co-founder Eugene Lupario. With offices in eight cities spread across five states, SVS Group offers services in general administration/clerical, finance, light manufacturing/ light industrial as well as IT and human resources. The ability to hire top talent to run each of the branches is just one way that SVS Group has been able to set itself apart from the competition. “There is a high level of appreciation that our clients have because they see us as partners – not just as a vendor,” stated Amber Marks, branch manager for the new Oakland office.


JUNE 2015 | 5


> 1000 Broadway sees rise

in leasing activity

▲ The atrium at 1000 Broadway. The Oakland Unified School District will double its occupancy at 1000 Broadway, a Class A mid-rise in downtown Oakland. The district, currently one of the building’s largest tenants, extended its term on some 52,000 square feet and leased an additional 46,375 square feet. With a total footprint on the cusp of 100,000 square feet, the district will account for nearly one-third of the building’s overall occupancy. In addition, California State East Bay re-affirmed its commitment to the property as it renewed and expanded its footprint for a total of 16,000 square feet. And, recently signed tenant Sterling HSA will also soon be moving in to nearly 12,000 square feet in the building. The recent successful deal activity brings 1000 Broadway to 92 percent leased, a significant turnaround from just two and a half years ago when it had struggled with roughly 25 percent vacancy. The property has now been owned by Sparknight, LLC for more than 30 years. John Dolby and Dane Hooks represented the owner in all listed transactions. 1000 Broadway, also referred to as Trans Pacific Centre, is a six-story, 330,500-square-foot Class A office mid-rise positioned in the heart of Oakland's City Center. It is one of the most energy-efficient and green buildings of its class and is positioned directly across from the 12th Street/Oakland City Center BART station. ■


> Creative shops move

to Uptown / Downtown With the recent moves of Huge Inc., EVB, Mad Dogs & Englishmen and 99designs, along with more seasoned veterans of Oakland such as Spark Art, Uptown/Downtown Oakland is becoming quite the scene for creative shops. “We saw tremendous possibilities in Oakland,” Daniel Stein, founder and chief executive officer of EVB said, commenting on the once


| OBR Oakland Business Review |

abandoned building at 1740 Telegraph Ave. that has now been transformed into EVB’s beautiful new home. Stein, who grew up in Los Angeles, says he had the luxury of watching the transformation of Venice Beach in the early 90s. Just as artists, production companies, bars, clubs and more moved in and created a vibrant community there, he saw the same renaissance emerging in Oakland. “I feel like there is a really great energy here…very innovative companies are choosing to be here,” he says of Oakland. Stein says the advertising industry is about being able to tap into culture and the momentum of its surroundings. And, throughout his time in Oakland, he has seen just that – opportunity and momentum. When Mad Dogs & Englishmen was looking for a new place to call home, choosing Oakland was really not a hard decision. “We started in New York City on the lower east side about 14 years ago,” said Nick Cohen, who along with partner Jon Soto heads the creative advertising agency. “When we came to Oakland we felt that same kind of eclectic city with a lot of positive energy, particularly now.” Cohen says having similar businesses, in this case creative agencies in the same neighborhood, makes people feel like they are not alone. “In fact, it makes it easier for other employees to want to come live and work here. With Huge Inc., another creative agency that has announced they are relocating to Oakland, there will be even more momentum. I think other companies are going to consider Oakland now because a creative hub really is developing in the marketing and advertising area.” So who will be next? Uptown/Downtown is ready and waiting. ■


> Claudia Cappio addresses Chamber members

Claudia Cappio, the city of Oakland’s new assistant city administrator of development, made a special presentation to Chamber members and guests at a recent Economic Development Forum. She spoke on “Development in Oakland – Past, Present and Future.” Since 2011, Cappio held the position of executive director of the California Housing Finance Agency, and in August of last year, Governor Brown appointed her director of the State Department of Housing and Community Development. No stranger to Oakland, Cappio previously served as principal at Sparticles LLC, a planning and development consulting firm and also served as the city’s director of Planning, Building, Major Projects, and the Oakland Base Reuse Authority during then-Mayor Brown’s administration. While in this capacity she spearheaded a number of public and private development projects, including the Oak to Ninth Project, the Wood Street Mixed Use Project, and the 10K Program, which approved construction of 6,000 residential units in downtown Oakland for 10,000 residents.


Small Business


> Resilience: The new buzz and

new opportunities – by Âna-Marie Jones If you’ve been hearing the word “resilience” more frequently lately, there is a good reason. Last year the city of Oakland was designated as one of the 100 Resilient Cities chosen by the Rockefeller Foundation in a competitive grant program. In March, Oakland was home to the Resilient Oakland and the 2015 Community Resilience Challenge – East Bay kickoff. A cynical observer might think that this is the latest in a long line of programs rolled out to address emergency readiness and related issues. But cynicism doesn’t serve our great city. To Âna-Marie Jones ignore the opportunities connected with these new resilience efforts is to allow countless benefits, needed resources, and significant dollars to slip beyond our grasp. “Resilience” – IF we define and share it correctly across our Oakland

community – offers us the opportunity to fundamentally change how we will function when we face disasters and challenges, AND it will change how we leverage and share Oakland’s resources and opportunities in the days ahead. Here are some other reasons why this conversation should matter to all Chamber members: 1) Resilience is a far better framework for businesses. “Disasters” are mostly outside of our control, and we don’t want them. “Resilience,” however, is inside our control, and it’s something we want. It’s a more useful and empowering conversation, with better imagery. 2) The resilience conversation has regional and international possibilities and opportunities. The 100 Resilient Cities initiative is international, and Oakland (given our diversity of languages, cultures, geography, housing, threats, etc.) has much to share with cities across the world struggling with similar issues. We are also one of the few metropolitan clusters of “Resilient Cities,” as San Francisco and Berkeley are also recipients of this opportunity. 3) Embracing and defining a new framework of resilience can allow us to gracefully let go of older conversations and campaigns that have not served our needs. We know that we must let go of fear and threat-based readiness campaigns, and one-size-fits-all approaches. We are not a city of history and research deniers, nor can we afford to squander public or private resources. These messages are ineffective, harmful, and disrespectful of our most vulnerable communities. For companies looking to be leaders in the field of safety, this is a game-changer. 4) Oakland could become the world leader in “green” resilience work. With our proactive inclusion of climate change, the creation of high-leverage partnerships, and perhaps a new willingness to stop killing trees to create disaster binders, brochures, and pamphlets, this new resilience framework is a shameless opportunity to weave green practices into the fabric of Oakland. This rosy resilience picture is not without its thorns. It will take effort to ensure we go beyond the simple “bounce back” definition of resilience. When we face our next major stressor, Oakland should be poised to catapult forward. And we must create a shared mental model of what we mean when speak about resilience, lest it become too vague to be meaningful, actionable, and replicable. With enough progressive businesses and funders supporting us, resilience efforts can be hyper-localized, nuanced, and deftly articulated to support Oakland’s ever-growing tourist industry, our longstanding public safety concerns, our critical nonprofit infrastructure, and so much more. Now is the time to own our new identity as #ResilientOakland! ■ Âna-Marie Jones is the founder and co-chair of the Oakland Chamber Nonprofit Roundtable, and the executive director of CARD – Collaborating Agencies Responding to Disasters ( She is a passionate champion for fear-free empowered readiness for all people and communities.

> Chamber’s Small Business Seminar series continues Very few business owners actually have a plan for succession, which isn’t just an exit strategy – it’s also preparation for the unexpected, such as an unplanned absence or change in partnership. Ripley showed the different ways a plan can be approached and structured, and why every business needs to have one sooner rather than later. On Friday, June 12, the Small Business Seminar series welcomes Stu Sweetow, owner of Audio Visual Consulting, who will be showing attendees how to leverage video and online marketing to grow their business. Then on Friday, July 10, Jain Williams, a small business financial planning expert, will be the featured guest. Mark your calendar for these valuable small business seminars. Visit or contact Shaterica Sullivan at the Chamber at (510) 874-4800, ext. 0 or at If you have a topic of interest and value to small business owners and would like to present at a future small business seminar, contact Cory Nott at ■ In May, the Oakland Chamber Small Business Seminar welcomed Brian Ripley, a local business attorney who shared the importance of succession planning for any business.

june 2015 | 7


Small Business



> The four components

> Following up with mixer contacts

of an effective business plan

by David M. de Leeuw

by Micky Randhawa Having a well-thought-out business plan can help a business owner stay focused on company goals and objectives, yet according to a recent Wells Fargo survey, only 33 percent of small business owners said they have a formal, written business plan. Even though many business owners have ideas for plans in their heads, those who put plans in writing are more optimistic about the coming year. In the survey, business owners with formal plans were more likely to say that in the next 12 months they planned to add jobs at their companies, expected revenues to increase, anticipated increasing their capital spending and intended Micky Randhawa applying for new credit. Why do business owners with written plans have more optimism? While there may be many reasons, from our experience working with small businesses in the Bay Area, business owners in general benefit from creating a formal plan because it serves as the foundation for long-term success. It can help you prioritize how to spend your time and money, and set effective business goals. The challenge for many business owners is getting started. To help, we’ve identified four critical components that should be in any business plan. Here are the key areas we recommend for every plan: Company overview – The overview should provide a description of the business, including what products or services you sell. It should outline your professional or industry experience, the history of your business, and your business structure, including staffing and management roles and responsibilities. In addition, the overview should house a detailed marketing plan. Analysis – Competitive intelligence and customer insights are a key part of developing your business plan. In this section, you should include data on competitors within your industry. It’s also a good place to explore prospective customers that might be a fit for your products and services, and define how you intend to reach them. Building this information into your business plan is intended to provide you with a competitive advantage, and helps you to fine-tune your marketing efforts and maximize sales. Financial Data – A business plan should include a financial data section. It’s the place to outline your starting balances, how you plan to make money and sales forecasts. Keeping financial information updated and organized can be a challenge for many business owners, yet an essential process to more easily plan for growth, manage cash flow and prepare for unexpected expenses. Executive Summary – This part of the plan is often considered the most important when seeking financing. This section provides a high-level summary of the business, and recaps the key features of your business plan in one page or less, including who you are, what you sell, and who you sell to, and a financial summary. To help simplify the business planning process, Wells Fargo recently introduced a new, comprehensive resource on “The Business Plan Center.” This new, complimentary offering includes two new tools: • The Business Plan Tool is a step-by-step guide for creating your own written business plan; • The Competitive Intelligence Tool provides business owners with up-todate insight on competitors in the market. The Business Plan Center delivers an integrated learning experience, and is available to all business owners – both customers and non-customers. It is a natural extension of the support we currently offer through Wells Fargo Works for Small BusinessSM. Developing your business plan isn’t a one-time process. It requires regular maintenance as your business evolves and your needs change. Every business owner will experience successes and challenges on his or her entrepreneurship journey, and revising your business plan during these times will help you celebrate accomplishments, establish new goals, and plan for the future based on lessons learned. As a business owner, your focus is on running the business, and time away from day-to-day tasks is limited. Yet we’ve learned from business owners we serve that taking time to develop and maintain a streamlined business plan can save you time and better manage your money in the long run. ■ Wells Fargo has introduced Wells Fargo Works for Small BusinessSM – a broad initiative to deliver resources, guidance and services for business owners. For more information about Wells Fargo Works for Small Business, visit Follow us on Twitter @WellsFargoWorks. © 2015 Wells Fargo Bank, N.A. All rights reserved Micky Randhawa is East Bay president at Wells Fargo and a member of the Chamber’s Board of Directors.

8 | OBR Oakland Business Review |

You get home from the After 5 Reception, put the stack of business cards of people you just met on your dresser and settle in for some “me time” or “family time.” The very next morning, you move the stack of cards to your desk, intending to enter them all into your contact system and then proceed to reach out to them all, right? Unfortunately, an email caught your attention or a phone call or a to-do item. No worry – the stack will be there later in the day – when you have some free time. Days later the stack sits on your desk screaming for attention until you finally stick it in a drawer with stacks of previously collected cards. Does this sound familiar? Don’t worry – we’ve all been there. You are a busy professional and you may even be suffering a case of, “Follow-Up Reluctance.” The good news is that a simple system will fix this forever… 1. Before you go to bed: organize your stack into categories. If you’ve been to my “Maximize Your Mixing” workshop, you’ll know to mark each card during the mixer, just before moving on to the next person to meet. I use three categories – borrow mine or create your own: a. Prospects – decision-makers who showed interest and who you can serve well with your product or service. b. Influencers – showed interest for ▼ David de Leeuw, their or another organization, but aren’t the who recently conright contact for the decision. ducted a mixing/netc. Networkers – pretty much every one working workshop at else. the Chamber, presents 2. The next morning: Grab the stack of a cure for “Follow-Up Prospects and send each a “Nice meeting Reluctance.”

you” email. Do it right away. Don’t stop to think about it – just get the emails out. My emails usually suggest a logical next step like, “What’s a good time for a phone call?” 3. Send a similar email to the Influencers asking for an introduction to the appropriate decision-maker. That introduction becomes what I call a “warm call” for you! 4. Go to your ‘Sent’ folder and finish entering the Prospects and Influencers you just emailed into your contact system. Flag them all for follow up in a couple of days if you don’t hear back from them. 5. Smile to yourself, because you’ve completed the most important follow-ups already! 6. Lastly, sign on to LinkedIn and try to find and connect with your new Prospects and Influencers and also the pile of Networkers. Over time, your LinkedIn contacts will be a huge networking asset, and that’s going to be the subject of another article. If for some reason you didn’t do these steps right away – then do it the very next business day or two. Think of the stack of business cards as a microwave-ready meal, which you just microwaved at the mixer. They are “hot leads” and need to sit on the counter (overnight). Seriously – if you follow up that night, you look like you’ve got no life! The next morning your stack of leads is at the perfect temperature – so eat your meal (the steps above)! The next few days are OK too, but after that, you’ll end up putting your cooled-down meal in the fridge (your drawer). And you know what happens to microwaved meals after they stay in the fridge too long, right? By starting with the emails, you’ve already accomplished the most important task – actually following up. Entering your leads into your system becomes a non-threatening administrative detail. ■ David de Leeuw, publisher of The Chamber Link, conducts Mixing/Networking workshops for organizations large and small. For more information, contact him at (925) 817-7808 or at



> Oakland tourism has record-breaking year by Frances Wong


ISIT OAKLAND REVEALED ITS RECORD-BREAKING YEAR AT THEIR SECOND annual Tourism Breakfast on Tuesday, May 5. The breakfast, held at the Oakland Scottish Rite Center, was attended by members of City Council, community, hospitality and business leaders as well as Oakland residents. The morning’s presentation reviewed Visit Oakland’s achievements and plans, a year after launching the destination brand. Alison Best, president and chief executive officer of Visit Oakland, revealed that Oakland’s hospitality industry surpassed national averages last year (according to Smith Travel Research). Oakland’s overall hotel occupancy rate increased 4 percent from last year to 79 percent, compared to the nation’s 62 percent occupancy rate. Oakland’s hotel average daily rate (ADR) also rose 11 percent as compared to the nation’s rate increase of 4.7 percent. The tourism and hospitality industry is an important economic driver for Oakland. In just last year alone, Oakland welcomed more than 2.6 million overnight visitors who invested an estimated $1.4 billion in visitor spending back into Oakland’s local economy. To showcase the importance and need for increased tourism, Best moderated a panel featuring key community partners including Oakland Mayor Libby Schaaf; Caroline Beteta, president and chief executive officer of Visit California; Rachel Flynn, city of Oakland director of Planning & Building; and Deborah Ale-Flint, director of Aviation at Oakland International Airport (OAK). Takeaways from the panel included increased efforts to spur additional hotel development, concentrated plans to further enhance the visitor experience at OAK, and a commitment to stay true to Oakland’s authenticity and creativity that has been integral to Oakland’s attraction to travelers and developers alike. A collaborative effort to promote Oakland as a destination helps the entire community. A positive and memorable visitor experience often leads to a city being considered for business relocation and expansion. As we’ve seen in recent years, more people are choosing Oakland for its positive quality of life. Visit Oakland’s continued promotion of arts, thriving culinary scene and vibrant nightlife to visitors has helped as well. Visitors who may be tourists now are potential Oakland business leaders and residents of the future. The tourism industry is not only an important economic driver for Oakland, but also the entire state. In the past year, California welcomed 251 million visitors that generated $117.5 billion statewide. The economic impact will be most prominent when Super Bowl 50 takes place in the Bay Area in 2016. The host committee has vowed to make it a “uniquely Bay Area experience” by partnering with local vendors generating revenue for cities across the greater Bay Area region. Visit Oakland, along with other Bay Area tourism bureaus, are joining forces to not only give an exciting experience to the traveling Super Bowl fan, but to capitalize on this unique opportunity to show off our region to the world. Oakland has the added benefit of being centrally located between San Francisco’s Super Bowl activities and the game in Santa Clara. Expect sold-out hotel rooms, a rise in visitors at OAK and on public transportation, and an influx of visitor spending within our great city. Attracting tourists not only impacts our city’s reputation, but our local economy as well. Get ready to welcome our visitors as the entire Bay Area will reap the economic benefits of regional tourism in action. Oakland is ready! ■

▲ (Top) Oakland economic development leaders discuss their roles in destination marketing and how it will impact tourism in California. From left to right: Port of Oakland Aviation Director Deborah Ale-Flint; Oakland Mayor Libby Schaaf; Oakland Director of Planning and Building Rachel Flynn; Visit California President and CEO Caroline Beteta; and Visit Oakland President and CEO Alison Best.

▲ (Bottom) Destination marketing builds communities, spurs job growth and nurtures business development. Like gears rotating together to make a machine work, the tourism and travel industry forces other sectors of the city to react and grow in response. Different sectors grow at different speeds and impact the city in different ways, but all the gears are dependent on destination marketing. Source: DMAI,

Frances Wong is the public relations and community relations manager at Visit Oakland.

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> Oakland Restaurant Week helps Oakland all year long Oakland has held an annual restaurant week for the past decade. It was initially promoted locally with a dozen Oakland restaurants participating. Visit Oakland embraced Oakland Restaurant Week several years ago with renewed vigor. The strategy that Visit Oakland employed was to greatly expand the restaurant participation and to broaden the marketing and reach to the greater Bay Area. Oakland initially found itself competing against San Francisco’s Dine About Town program. In 2014 Oakland clearly outshined its sister to the west as reported by, “Compared to its San Francisco counterpart, Oakland Restaurant Week (ORW) unquestionably offers a better selection of restaurants and value for the money. A vast majority of the city's high-profile restaurants participate, compared to the motley crew in San Francisco, and nearly all of them offer a dinner option, whereas a lot of the better San Francisco options stick exclusively to lunch. This is perhaps due to ORW’s more flexible pricing scheme, which allows for menus at both lunch and dinner at a price point of the restaurant's choice ($20, $30 or $40), as compared to the pre-set $19 lunches and $37 dinners for San Francisco's Dine About Town (DAT). It's designed to allow more restaurants in a wider variety of genres to participate, and a lot of them even include a drink in the deal (a nonexistent sight on DAT menus).” For 2015 Oakland’s Restaurant Week blew the doors off its prior year’s accomplishments. More than 81 Oakland restaurants participated from 20 Oakland neighborhoods. The marketing generated an unbelievable 33 million paid and sponsored internet media impressions. Yes, that is roughly five times the entire Bay Area population. The major growth in interest and ultimately restaurant visits was from San Francisco, Berkeley and the East bay communities. San Francisco’s 7X7 magazine heralded Oakland with this piece, “Restaurant Week is one of the best times of the year in the East Bay. Not only do local chefs get the chance to show off what they got to the San Francisco residents and tourists who flock to our shores for the special occasion, but also people on a budget get the chance to dine at gourmet spots for an incredibly affordable price.” While mid-January is typically a slow time for restaurants as many diners are weary from the holidays, the influx of visitors to Oakland for Restaurant Week is felt throughout the year. Many popular restaurants sell out during restaurant week and getting a reservation is difficult if not impossible. For many diners, the hook is set and Oakland restaurants see the continued interest and patronage throughout the year. Clearly there are some who frequent restaurant weeks for the value, but for many it is the opportunity to try new and different restaurants. With the growth of Oakland’s restaurant popularity, people are eager to come and experiment. Visit Oakland’s generation of millions of viewer impressions in January has proven to have a lasting effect on drawing diners across the bridge and through the tunnel. Oakland has opened more than 300 new restaurants since 2013. These restaurants offer fare that runs a very broad spectrum of menu offerings – easily there is an Oakland restaurant that caters to every whim and taste. Oakland’s 2016 Restaurant Week is shaping up to continue to build on the explosive growth of Oakland’s restaurant scene. There are already more than 100 restaurants that have signed up to participate in 2016’s event. To find out more about Oakland’s restaurants, discover things to do in Oakland and to stay on top of the #ORW2016, go to Visit Oakland’s website at or ■

Many communities began hosting annual restaurant week events several years ago. These weeks usually coincide with the slowest dining times of the year, and the promotional restaurant week is a way of generating greater restaurant business during the slow period.

Mark Everton, the general manager of the Waterfront Hotel, is chairman of the board of the Oakland Metropolitan Chamber of Commerce and co-chair of the Chamber’s Restaurant Association.

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– photo by Graham Thomas

by Mark Everton

Kincaid’s Bayhouse

Ozumo restaurant



> Wedding dilemma…

> Fountain Café a local

Buffet or sit-down?

favorite in City Center

– by Deborah Pfisterer

At your wedding reception, it is your important day, but it’s also a day that you want all of your friends and family to enjoy – a day that you want to be able to look back on fondly. However, deciding on how to feed your room full of hungry guests may not be as easy as you first thought. Should you go with the traditional sit-down dinner, or would buffet catering better suit your particular reception party? You should know that there are advantages to both setups. If you want your reception party to reflect a more formal atmosphere, then a sit-down meal will work better at delivering a more elegant ambiance. Buffet catering on the other hand might imply a more laid back and casual vibe and will likely make guests feel more comfortable. Buffets are usually less expensive than ordering individual plates, because you won’t require the wait staff needed to handle sit-down service. Buffets can be more fun too with decorative elements to the theme of the wedding. Fun culinary themes can be incorporated as well such as a Clambake, a BBQ Chuck Wagon or Hawaiian Luau. A common myth is that buffet foods are less expensive than a sitdown, but the menu can be as extravagant as your budget will allow and up to the creativity of the caterer. However, with a sit-down meal, guests won’t have to work for their food and don’t have to worry as much about making a mess. This can be especially advantageous to elderly guests and those with small children. Also, if you go the sit-down dinner route, you will not have to worry about running out of food, however, your guests will not have as many options as they would with a buffet. The buffet catering setup also encourages more mingling amongst attendees. So, as you can see, there are a number of pros on both sides, so no matter which you choose, you really can’t go wrong. Your caterer will be happy to discuss with you which will work best for your particular event. Cheers! ■ Deborah Pfisterer is the owner of Blue Heron Catering.

Oakland’s City Center has always been a popular lunch spot for the local workforce with a number of excellent eateries. And since 1995, Fountain Café has anchored that local food scene, becoming popular not only as a lunch spot, but as a caterer for area businesses. Owned and operated by brothers Elias and Samer Salameh, Fountain Café is a family business with a metropolitan flare, and is located just steps away from the City Center/12th Street BART station. The brothers have joined forces and dedicated their knowledge and culinary backgrounds to offer lunchtime delicacies. The atmosphere is busy, energetic and dynamic, filled with hungry patrons satisfying their appetite. “We have a unique concept,” says Elias Salameh, president and chief executive officer in charge of kitchen operations, catering and menu planning. “Make your own plate the way you like it.” That’s because Fountain Café offers an exceptional variety of healthy, seasonal choices. Food ranges from the well stocked and colorful salad bar to a hot buffet station with daily gourmet specials that range from panko crusted fish filet and roasted chicken to potatoes au gratin, pasta de giorno, Yankee pot roast and southern barbecue pulled pork. Not in the mood for salad or a hot entrée? “You have to visit our deli for a sandwich that you would appreciate,” says Samer, who manages the deli and the front of the house operation. The deli comes complete with everything from house roasted turkey sandwiches, an American favorite, to European delights such as fresh mozzarella and pesto sandwiches on focaccia bread and chicken cordon bleu. With dedication to quality and attention to detail, Fountain Café offers a variety of catering options for any corporate event and office meeting. Morning orders range from coffee and tea service to house baked muffins, scones, danish and fresh fruit platters. The lunch menu includes cookies and brownies. For more information, visit or call (510) 451-6400. ■

An Oakland Tradition • Five banquet rooms • Exhibition cooking • The best osso bucco in town • Like us on Facebook 8520 Pardee Drive at Hegenberger Road (510) 569-0653 •

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Hospitality > The Bayside Hotel –

> Oakland is ripe for new hotel development

– by Rachel Flynn

Oakland has long been a draw for new hotel development due to a variety of factors: close proximity to transportation modes, leisure activities, business travel, convention activity, natural beauty, and temperate climate. This history continues to inform opportunities for today.

The first infusion of hotels came when our city was very young, in the 1870s, as a result of the arrival of the Transcontinental Railroad (1869), specifically the Central Pacific Railroad. A journey that had previously taken weeks and even months – from east coast to west coast – now took a mere seven days. Oakland responded by constructing several hotels downtown, near the Central Pacific Depot on 7th Street at Broadway, and further out 7th Street near the water’s edge. Oakland’s population more than tripled during the 1870s and hotels played an important role in accommodating that population growth. Luxury hotels appeared next due to the increase in statewide and national tourist travel on Pullman rail cars and regional travel on the Key System streetcars. The Key Route Inn (1904), the Oakland Hotel (1912), the Claremont Hotel (1916), the California Hotel (1920), and the Leamington Hotel (1926) are some of the most recognized of this period. Four of these five structures survive today. Interestingly, the Panama-Pacific International Exposition in 1915 drove the construction of countless hotels in downtown. Oakland seized the opportunity to attract the leisure traveler and built such hotels as the Savoy, the Sutter, the Touraine, the St. George, the Jefferson, and the Oaks. Many of these names are familiar to us as these historic structures have been transitioned over time into apartment buildings. With the arrival of the motor age, hotels appeared near highways and interstates in the 1950s-1970s along MacArthur Avenue, in Jack London Square, and other areas of the city. The advent of “jet age” travel at the Oakland Airport in the 1960s drove the construction of numerous hotels along Hegenberger Road, such as the Edgewater Inn and the Oakland Motor Inn in the Round. With the opening of BART in the 1970s, hotels like the Hyatt Regency (early 1980s), now the Marriott, were constructed to take advantage of public transit convenience and the new City Center development. Much of this history remains relevant today and explains why hoteliers continue to be drawn to Oakland. Transportation remains a key factor, which is why I believe there is renewed interest in hotels along Hegenberger. Air travel at Oakland International Airport is on the rise and the new BART connector to the airport has improved accessibility and convenience. Oakland’s leisure travel and tourism market is also on the rise due to numerous factors. Oakland is becoming a destination in its own right, with a more vibrant downtown, a thriving arts and restaurant scene, entertainment venues like the Fox Theater, and the enduring assets that have continuously attracted visitors to our city – year-round temperate climate, natural beauty, and interesting historic neighborhoods and sites. Another reason is the remarkable efforts of Visit Oakland. Alison Best and her “A-Team” have been producing successful ad campaigns and touting Oakland’s phenomenal assets to national and international audiences. And every day, Mayor Libby Schaaf is on the stump, spreading the word that Oakland is a great place to live, work, and visit. Prestigious media outlets, such as the New York Times, Lonely Planet, and Forbes are singing Oakland’s praises. So it’s no surprise that interest in new hotel construction in Oakland has increased of late. Every month, we get inquiries in regards to hotel sites. The city itself is trying to catalyze new hotel development. We recently issued a Request for Proposals (RFP) for a vacant city-owned lot on Telegraph Avenue (across from the Fox Theater) encouraging new development. The RFP resulted in eight proposals for hotel and residential use. In addition, the city revised its zoning regulations to encourage new boutique hotels in our downtown. As a result, the Planning and Building Department recently received the first downtown hotel application in years – a 95-room boutique hotel within two blocks of the 12th Street BART Station. These are small examples, but good indicators that new hotel construction is on the horizon. The current hotel market in Oakland has impressive statistics. The national occupancy rate for hotels is 62 percent, whereas Oakland’s occupancy rate is 78 percent. This reflects a phenomenal increase over the past six years, when in 2009 our occupancy rate was only 55 percent. For our high-end hotels, the rate is a whopping 82 percent. It goes without saying that with such high demand we need to be increasing our current supply of 4,400 rooms. The average daily rates (ADR) are on the rise as well, increasing from $91 per room in 2010 to $129 today. For Oakland’s higher-end hotels, the ADR is now $172. And that is just average. Our best hotels fetch room rates over $200 and we strongly believe that any new high end product will meet and exceed that figure, making hotel development a good investment in Oakland. A new, hip hotel in Uptown – think W, Ace, Aloft – would be a strong complement to the current vibe and character of the area. Attractive, interesting hotels with the right amenities are often destinations themselves, serving as gathering places and adding to the vitality of urban centers. Oakland is ripe for these types of projects. With continued robust marketing and sound planning we are well on our way. ■

#1 with TripAdvisor Looking for the best hotel in Oakland? According to TripAdvisor it’s the Bayside Hotel, a Best Western Plus property on the Embarcadero located right next to Executive Inn & Suites. From the lobby’s beautiful staircase to sunset views on the patio, the Bayside offers all of the perks of an upscale destination. The rooms are spacious (480 to 650 square feet) and most offer commanding views of the Oakland Estuary. Each room features contemporary furnishings, including sofa and chair, 42” TV, oversized executive desk and tiled bathroom, all with separate shower and oversized bathtub. With a business center, fitness room and guest laundry, the Bayside has all the amenities you need when you’re on the road. The Bayside is also an excellent location for your meetings and receptions, with more than 4,000 square feet of meeting space – and audio-visual services are available. For more information, call (510) 536-6633. ■

Rachel Flynn is the director of Oakland’s Planning & Building Department.

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> Jack London Square welcomes visitors to the waterfront with open arms Jack London Square has evolved into a thriving restaurant and entertainment destination, with a range of dining experiences attractive to a variety of culinary aficionados. Those in search of an elegant experience can try Italianinspired Lungomare or Michelin-star rated chef Daniel Patterson’s Haven. Forge Pizza offers a California hip ‘n’ casual experience with its fire roasted artisan pizzas, while Pan-American kitchen Bocanova has become known for embracing the cultural sensibilities of Central and South America. The most recent addition, Jack’s Oyster Bar & Fish House, offers the perfect waterfront spot to enjoy classic California seafood with a few interesting twists. Plank is a new entertainment venue offering a full-service restaurant featuring diverse urban cuisine, 18 stateof-the-art bowling lanes, an outdoor beer garden with bocce ball courts, three full-service bars, interactive games, live entertainment and more. Set on the waterfront, Rosenblum Cellars pours more than 20 types of wines and is open daily for tastings. For a sweet treat, stop by Miette to enjoy a selection of seasonal cakes, cupcakes, cookies, confections and more. Visitors can also revel in several long-standing establishments – Il Pescatore Ristorante, Kincaid’s, Scott’s Seafood Restaurant and Yoshi’s Oakland, or step back in time with a libation at Oakland’s first beer tavern, Heinold’s First and Last Chance Saloon. From on-land to in-water activities, there is something for everyone to enjoy at Jack London Square including bike rentals

The warmth and friendliness of Oakland is alive and well at Jack London Square. Filled with recreational activities, entertainment venues and restaurants with stunning views, this waterfront destination is welcoming to residents and visitors year-round.

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from Bay Area Bikes; kayaking, canoeing and paddle boarding with California Canoe & Kayak; a playground for little ones; tours of the historic Presidential Yacht USS Potomac; yacht charters for sails on the San Francisco Bay and more. Home to some of the Bay Area’s biggest free events year-round, Jack London Square hosts the one-of-a-kind Pedalfest celebrating all things cycling, as well as free dance lessons at Dancing Under the Stars; an eclectic mix of artisans, music and food at Jack’s Night Markets; the Eat Real Festival; Fourth of July Festival of Family Fun; and an annual holiday tree lighting ceremony. From holidays in December to warm evenings in July, Jack London Square offers a plethora of free events along the waterfront – a place to come for friendly fun. ■


> Changes at The Inn at Jack London Square The Inn at Jack London Square has announced a new renovation project to begin this year – the hotel will boast a new front entrance lobby and façade as well as the modernization of the Buttercup Grill building. In addition, a new stateof-the-art telephone and internet system and new television sets have been installed. Also, well-appointed guest rooms along with its beautifully landscaped courtyard and swimming pool will continue to offer guests a welcoming and warm setting. ■


> About Town The Chamber looks at a sampling of the Hospitality industry with the following businesses and organizations: Executive Inn & Suites – The Executive Inn & Suites is a home-grown independent Oakland business on the water’s edge that employs nearly 80 people throughout the year and plays host to thousands of people who come to visit Oakland, do business in Oakland and support Oaklanders. Besides its business center and hot breakfast buffet, the property features more than 4,000 square feet of meeting space, is a popular banquet venue, and includes free transportation and parking. Home of Chicken and Waffles – Use the insert in this issue of Oakland Business Review and enjoy a free waffle at the Home of Chicken and Waffles locations at 444 Embarcadero West across from Jack London Square in Oakland or at 1653 Mt. Diablo Blvd. in Walnut Creek. Along with its normal Happy Hour menu Mondays through Thursdays, where $5 will buy you a mixed drink plus finger food, the restaurant will hold a special promotion for Father’s Day on Sunday, June 21 with a free gi for dads as well as inexpensive Mimosas. Info: (510) 836-4446. Children’s Fairyland – Besides its regular puppet shows, arts and cras fun and rides for kids, Fairyland will host its Presentation Day on Saturday, June 13 at 12:30 p.m. – a chance for you and your children to meet Fairyland personalities at an inaugural ceremony and costume premiere performance. Info: (510) 452-2259 or Oakland Zoo – The East Bay Zoological Society will present the zoo’s 23rd Annual “Walk in the Wild: An Epicurean Escapade” on Saturday, June 27 from 5 to 10 p.m. Walk in the Wild brings together the Bay Area’s finest bakeries, breweries, caterers, restaurants, and wineries for Oakland Zoo’s largest annual fundraiser. Reservations and information: or (510) 632-9525, ext. 154. Peralta Hacienda – Beginning Friday, June 12, the first of a series of four residencies with artist and writer Linda Norton will be held at the Peralta House Museum of History and Community to explore the effect of “mass incarceration” in the Oakland and Fruitvale community. Info: or (510) 532-9142. ■

Where Hospitality Meets the Square Located in downtown Oakland’s historic Jack London Square, this Oakland hotel offers 100 contemporary rooms offering privacy in a tranquil setting. We invite you to visit and become acquainted with the quietly refined pleasures that make the Inn at Jack London Square one of the finest hotels in Oakland.

• Beautifully landscaped courtyard • Meeting facilities • Fitness center • Heated pool • Complimentary Wi-Fi • Ferry to San Francisco

233 Broadway • Oakland, CA 94607 * (510) 452-4565 •

JUNE 2015 | 15



> Do something great: Become a role model by Melissa Russo, Autumn King and Megan Steinwedel


T’S LIKELY THAT OAKLAND’S BUSINESS SECTOR IS WELL AWARE THAT CHABOT Space & Science Center is a great resource for our community. The Center adds to the quality of life, and our field trip and afterschool programs benefit thousands of students each year in every neighborhood in the city. Each year, 177,000 individuals are served by Chabot. What many may not realize is the engine behind this education machine cannot run without the volunteers that provide hours in the classrooms, in our exhibits, at the telescopes and as roving ambassadors to make our visitors feel welcome and inspired. Our extraordinary volunteers come from most walks of life…but not all, and that’s the subject of this piece. Over the years we have worked hard to ensure that access to the Center is never an issue or a barrier to enjoying the science education experience we offer. Telescope viewing on Friday and Saturday nights is free year-round, and that’s been the case for decades since Chabot was founded in 1883 as an observatory downtown (now Lafayette Park). In April, we launched our Golden State Advantage Cardholder Program to provide $1 admission to individuals and nine of their guests for those holding a SNAP (supplemental nutrition assistance program) card. We provide field

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◀ The Galaxy Explorer program is the flagship STEM education program for high school students, which attracts a diverse mix of students from throughout the East Bay. Chabot seeks an equally diverse group to serve as adult role models and volunteers. trips to OUSD classes at no charge. Our Champions of Science program provides STEM enrichment to 60 underserved middle school students each week during the school year for free. Maintaining these programs helps to develop a robust, pipeline of STEM literate and diverse students that will become your future workforce. But these programs need more than our facility and our education staff. We need a broad range of adult role models that represent our community. According to the National Science Foundation, which produces data on women, minorities, and persons with disabilities in science and engineering, the numbers of underrepresented minorities (African


American, Hispanic and American Indian) earning science degrees and entering science fields is far lower than the population as a whole. There are a number of reasons why. The self-defeating perception that STEM is too hard, academic environments may discourage pursuit of graduate STEM degrees, and the economic rewards of a STEM degree is not always clear. Finally, a lack of relatable role models can dissuade students from believing that STEM is an area where they might find a home. Scientists generally agree that role models are a key component of sparking interest in students of color and providing them a path to pursuing STEM subjects in school. At Chabot, volunteer recruitment takes place a few times a year. We recruit through word of mouth, ads, news articles, social media, flyers, and festival outreach. Most attracted to this opportunity are retired individuals, although we get a number of younger people wanting to fit the hours into their schedule. Not enough of our volunteers are people of color, and we think that’s a big problem. With that in mind, we ask the business community to help us in our effort to diversity our volunteer corps. Becoming a volunteer at Chabot requires an interest in helping kids thrive, a healthy sense of adventure, and desire to learn and share. Although many of our volunteers have a science or astronomy background, the volunteer role does not require this. Share this opportunity with your employees – we can offer ongoing flexible hours – and please contact us for advertising materials that you can post in your break room, send out electronically to employees and customers, or post on community bulletin boards, or any place you work, play and worship. For more information on volunteer orientations coming up in June and October, visit or contact Megan Steinwedel at (510) 336-7304 or at ■ Melissa Russo is director of Institutional Advancement, Autumn King is manager of Marketing & Public Relations, and Megan Steinwedel is volunteer program manager at Chabot Space & Science Center.

Hospitality > ‘An Intimate Evening’ returns to Dunsmuir July 25 On Saturday, July 25, the 8th annual “An Intimate Evening” event returns with live music, fine cuisine and wine, carriage rides, a martini lounge, vintage cars, community recognition awards and more.

This festive fundraiser for the Oakland Parks & Recreation Department (OPR) will entertain guests from throughout the Bay Area for an evening of purposeful play and community connection at the Dunsmuir Hellman Historic Estate, 2960 Peralta Oaks Court, from 6 to 11 p.m. Guests are encouraged to wear white attire for this festive evening. “Chamber members can immerse themselves in this entertaining event while helping provide recreation services to our youth,” said Audree Jones-Taylor, director of Oakland Parks & Recreation. With live music, dancing, fine cuisine and wine-tasting, it’s the perfect way for members to ‘Come Out and Play the OPR Way.’” Held on the beautiful grounds of the Dunsmuir Hellman Historic Estate, An Intimate Evening offers a packed musical lineup featuring renowned local and national performers such as DJ Ross, KBrick, Dee Dee Simon, MoonChild, and Rene Escovedo and The FUSE. The evening will be capped off with a rousing performance by Club Nouveau, an America pop/new jack swing group formed by record producer/performer Jay King in 1986 in Sacramento subsequent to the breakup of the Timex Social Club. Its version of Bill Wither’s “Lean on Me” won a Grammy award for Best R&B Song in 1987. While grooving to the tunes, Chamber members and guests will be able to sample tasty food and sip the latest wines from some of the Bay Area’s best caterers and vintners. The event will also feature carriage rides around the 50-acre estate, a martini lounge, and an exhibition of Great Gatsby-era classic car displays. Funds raised at the event will aid in expansion of educationally enriching activities targeted at Oakland’s at-risk youth and community. It showcases the impact of OPR in community health, wellness and public safety while exposing, enlightening, empowering and encouraging educational excellence through recreation experiences. An Intimate Evening also highlights OPR’s celebration of July’s National Park and Recreation Month, including more than 75 events and services for youth and families at recreation centers, pools, sports facilities and other venues in Oakland. For the complete roster of events, visit Single admission ticket is $40 (all inclusive) and may be purchased online at ■

> Ballet celebrates 50th anniversary season


he Oakland Ballet Company recently celebrated its 50th anniversary season with a weekend of programs that honored the company’s tradition of presenting iconic ballet masterworks alongside innovative commissions, strengthening its ties to area choreographers and continuing its commitment to community engagement in the East Bay.

Artistic Director Graham Lustig created Oakland Ballet’s spring season, “Five Decades of Dance,” to celebrate the past through works that built the company’s reputation under founding artistic director Ronn Guidi, and looked to the future with a series of newly commissioned dances by alumni and choreographers close to the company. As part of the company’s ongoing outreach and education programs, “East Bay DANCES,” a new community dance festival presented by the Oakland Ballet Company, invited an assortment of East Bay dance companies and smaller performance groups to

participate in a curated showcase to close the spring season. “Oakland Ballet Company is thrilled to present such a broad range of dance works and represent so many iconic choreographic voices. In this 50th anniversary tribute, we both honor the legacy of founding director Ronn Guidi and celebrate the company's future with newlycommissioned dance works,” said Lustig. “And there is no more suitable venue to celebrate this momentous anniversary than at the magnificent Paramount Theatre where so many memorable Oakland Ballet performances have taken place.” ■

june 2015 | 17

> Oakland’s flagship Art + Soul Festival to celebrate anniversary

Art + Soul Oakland, the city of Oakland’s flagship festival that launched a downtown renaissance, will celebrate its 15th anniversary on Saturday, Aug. 1 and Sunday, Aug. 2. The popular event features two big days of music, art, dance and food, including the Oaktown Throwdown BBQ Competition – back by popular demand after last year’s wildly successful inaugural event. Ten blocks in downtown Oakland around Frank H. Ogawa Plaza are transformed with four big stages, hundreds of artisan booths, and a mouth-watering array of cuisine from vendors and mobile food trucks reflecting the rich cultural diversity found in Oakland – the most diverse city in America. During the Oaktown Throwdown BBQ Competition, professional and backyard pit masters from all over California will show off their skills while competing for cash prizes. The public will be invited to view the action up close and, for a small fee, sample succulent BBQ ribs, chicken and pork. As in previous years, tens of thousands are expected for a festive weekend showcasing the Best of the East Bay. This year’s lineup will spotlight Oakland’s hot music scene and legacy, featuring dozens of top local bands performing blues, R&B, gospel, funk, jazz, rock and more. The lineup will be announced in mid-June. Art + Soul Oakland has great music, but that’s not all. A family paradise, the festival boasts the largest Family Fun Zone of any festival in the Bay Area, complete with kiddie rides, children’s entertainment and free festival admission for ages 12 and under. The Family Fun Zone is jam-packed with interactive activities for children of all ages, as well as kid-friendly carnival games, inflatable bouncers and hands-on activities to create their own art to take home. Additional highlights include the return of the mesmerizing Turf & All-Styles Dance Battle, the Bay Area’s hottest urban, world and modern dance troupes, vertical dance pioneers BANDALOOP on SaturTwo baby baboons were born day, the National Poetry Slam at Oakland Zoo within three Stage on Sunday, and scores of weeks of each other. Kibili, artisans. which means honest, brave in Easy to get to and fun for Swahili, was born on March all, the 15th anniversary Art + 14. Her half-brother was born Soul Oakland offers direct on April 1 and is the first male access via public transit in baboon born at the zoo in the addition to $5 parking for last 25 years. vehicles and free bike parking. The public can have a say on Admission to the festival rethe baby boy’s name by going to mains a bargain at $12 for and making adults, $7 for seniors (65+) and a donation to vote. There are three youth (13-17), and children 12 options: Muriu, meaning son; and under free. Tickets will be Maliki, meaning King; or Mazi, available for purchase at the meaning Sir. The names are gate. Swahili and all funds raised from Art + Soul is produced the votes will go towards by the city of Oakland in enrichment items for animals at association with East Bay the zoo. Express and a host of corporate, The two infants are the media and community sponyoungest of three older female sors. For more information, siblings, Mocha, Kodee, and Mimi including entry applications for (all under the age of two). The the Oaktown Throwdown BBQ babies are half siblings as they Competition, visit Artandshare the same father, Martin, but or call (510) have different mothers. 444-CITY. ■ The youngsters can be seen on exhibit daily from 10 a.m. to 4:00 p.m. For additional information, visit ■

Hospitality > City Hall awash in Blue & Gold In recognition of the Golden State Warriors advancing to the Western Conference finals and now the NBA finals for the first time in 40 years, the city of Oakland, in cooperation with the Oakland Metropolitan Chamber of Commerce and Visit Oakland, has pumped up its lighting display at City Hall. In addition to the blue and gold lights on the cupola that were installed last month, the façade of the historic building is now illuminated nightly with energy-efficient LED lighting. It’s a visual reminder of the city’s support and enthusiasm as fans and players prepare for a Warriors victory. To mark the team’s advance, “Oakland is Warriors Ground” buttons have been distributed to front line hospitality workers ranging from airport ambassadors to taxi drivers to hotel front desk staff. An additional 500 rally cards were printed and are available at the Chamber offices, at City Hall, and at Visit Oakland. Also, when the Warriors began post-season play, the public was invited to sign a large banner at City Hall wishing the team success. Other Warriors support has included: • Distribution of 1,000 rally cards • AC Transit bus headers reading “Go Warriors” • The Golden State Warriors flag flying on City Hall • A Warriors banner on the front of City Hall. ■

> ‘Walk in the Wild’ set for June 27 – photo by Rick Camargo


Baboons born at Oakland Zoo

18 | OBR Oakland Business Review |

The East Bay Zoological Society will present the Oakland Zoo’s 23rd Annual “Walk in the Wild: An Epicurean Escapade” on Saturday, June 27 from 5 to 10 p.m. Walk in the Wild brings together the Bay Area’s finest bakeries, breweries, caterers, restaurants, and wineries for the zoo’s largest annual fundraiser. While strolling among friends and animals, guests will have the opportunity to explore and sample scrumptious food and beverages from more than 100 restaurants, caterers, bakeries, wineries, and breweries. This foodie event has a reputation for being one of the San Francisco Bay Area’s finest epicurean offerings. With each reservation, guests receive a commemorative wine glass and butler tray to enjoy culinary cuisine paired with fine wine, beer, and specialty drinks. Reservation prices start at $150 per person. This adult-only engagement supports Oakland Zoo’s conservation, education, and animal enrichment programs. Visit to make reservations. You may also contact the zoo directly at (510) 632-9525, ext. 154. Due to the service of alcohol, all guests must be 21 years of age or older.

Evening activities:

• 5 – 8 p.m.: Wine and Dine on a walking safari of the Oakland Zoo. This enchanting evening engagement will include great company, animals, and live entertainment. Music and ambiance inspired from Mexico and the Caribbean as well as a trio of guitars and an African Duo create an eclectic variety of sounds for guests to enjoy. • 8 – 10 p.m.: Dancing and Dessert at sunset in Adventure Landing. New this year, guests will converge in the zoo’s Rides Area to celebrate into the evening hours with live music, dancing, and delectable desserts. Take 2 (TK2), a sevenpiece band, will entertain guests with covers of chart toppers in Rock, Country, Hip Hop, R&B, and Pop. ■




A venue for meeting and learning

by Elsie Lum

Do you want to develop yourself and your skills? Do you need a meeting space for small groups? Or maybe classroom or workshop space?

The Alameda County Training & Education / Conference Center invites you to our venue for meetings and seminars, celebrating over 20 years of service. The Oakland Metropolitan Chamber of Commerce has been a great partner in publicizing our venue to the business community. The Center serves as a place “Where Learning Happens,” where anyone in the community, big or small, can utilize clean, professional conference space. Some of our amenities include: • Coffee/tea service included in price of room rental. • Rooms that accommodate meetings from 10 to 120 people. • Audio-visual systems. • Friendly, personalized service. • Accessible location (125 12th St.) with Lake Merritt BART only two blocks away. The Center has also opened up its programs and seminars to businesses and nonprofits in Oakland and the surrounding communities. Some of our programs include: • Leadership training • Communications and skill development • Microso Office and other technical training in computer labs • Consulting for business/organizational development It’s more than just a facility; it’s a place for meeting, connecting and learning. Come see us on the web at or in person at 125 12th St. on the fourth floor. Call (510) 272-6467. ■


> First Fridays continues

to draw the crowds

The Oakland First Fridays street festival, which runs from 5 to 9:30 p.m. on the first Friday of every month, features one-of-a-kind arts and crafts vendors, delectable eats, and unique entertainment to bring the diverse Oakland community together in a way only First Fridays can. Up to 20,000 are in attendance. Five blocks of Telegraph Avenue, from West Grand to 27th Street, is closed to through traffic, making room for 30 food vendors, a dozen musical acts, community groups and more than 75 artists, makers, craers and performers of all sorts. In May, Oakland Fashion Week, an interactive light show from IllumiNation, and a fashion show by Romanic Rock, became part of the attraction. The music stages had performances throughout the entire evening, and event-goers feasted upon delectables from food trucks and other entrepreneurs. Events are scheduled for each first Friday in 2015, weather permitted. Those interested in attending, performing, vending at, or sponsoring a future event are welcome to check out to learn more. Upcoming Oakland First Fridays events are set to be held on June 5 and July 3. For more information about the event, or to inquire about event sponsorship opportunities, visit event@oaklandfirst All donated funds are tax-deductible. ■ – photo by Greg Linhares, City of Oakland


Elsie Lum is the director of the Alameda County Training & Education/ Conference Center.

june 2015 | 19


> Exploring innovative collaboration through public-private partnerships by Iman Mills Gordon, Savlan Hauser, Stephaney Kipple and Chadwick Spell

The Leadership Oakland 2014-2015 program wrapped up with a full day focused on Government and PublicPrivate Partnerships. The importance of cross-sector collaborations that are rooted in trusting relationships, and grounded in a focus on commonalities, became the key takeaways as we explored possibilities for real and lasting change in Oakland. We began our day in City Hall with an overview of the structures, roles, and responsibilities that make up Oakland’s city government. Donna Hom, assistant city administrator – who has been in Oakland city government for the past 25 years

Moss, chief of staff for Mayor Schaaf. Moss reminded the cohort that there is research and a formula for developing the right balance for new developments that maintains the diversity of the existing community, and encouraged us to lead by applying the learning from the work that has been thus far. Ogilvie closed the panel by stating, “Oakland is in a unique moment in time. If we can figure out how to work collectively and in community we may have a shot at preserving what we love. That window is here right now, but it is not wide or long.” We ended our workshop with a tour of the historic

▲ The Public Partners California Hotel, which was ▲ This panel included (left to – and Oliver Luby, policy director Partnerships/Community right) Tom Clifford, Jackie Ray, converted to 137 low-income for Councilmember Dan Kalb in Economic Development panel Sonja Trauss and Gregory Mchousing units in 2014 by the District 1, led a conversation on consisted of (left to right) Connell. Robert Ogilvie, Tomiquia East Bay Asian Local the role of government as a Moss, Deborah Boyer, Nicole Development Corporation leader in lifting up the voice of the constituents and speaking Neditch and Rachel Flynn. (EBALDC). Carlos Castellanos, truth while providing wisdom. EBALDC’s director of Real The panelists emphasized the importance of the separation Estate Development, and Roeshawn Black, EBALDC’s property of power in government as a mechanism for accountability and manager, shared the history of the hotel, which was once a protection of the public. venue for jazz, blues and mambo stars, and a safe place for The second panel built on our foundational understanding African-American travelers. A key highlight of the tour was of the role of the government and pushed our thinking on engaging with the tenants as they tended to the 9,000 squareleading change. Panelists included Tom Clifford, campaign foot organic vegetable garden sponsored by The People's Gromanager for Measure Z and BB; Sonja Trauss, founder of the cery. San Francisco Bay Area Renters Federation; Jackie Ray, public Our final day closed with a graduation celebration at relations and government affairs manager for Schnitzel Steel; Wendel, Rosen, Black & Dean LLP. Leadership Oakland and Gregory McConnell, president and CEO of the Jobs and Executive Director Cat Brewer and Zack Wasserman, liaison Housing Coalition. between the Chamber and the Leadership program, welcomed Several of the panelists shared their perspectives on the the Leadership Oakland 2015-2016 cohort’s colleagues, friends, need to raise the level of discourse in order to identify comand families. Sofia Navarro, the 2014 Leadership Oakland monalities and collaborate towards wins for the greater good Alumni of the Year and vice president of Community Services of all. The panel encouraged the cohort to be leaders in and Education of Planned Parenthood of Northern California, acknowledging the realities of the current momentum related gave the keynote address. to development and gentrification in Congratulations Leadership our city. Panelists proceeded to Oakland, Class of 2015 – it’s been call on Leadership participants to a great year! We look forward to proactively be a part of articulating staying connected with each forward planning that ensures that, “Oakland is in a unique other as we continue to nurture even as the inevitable unfolds, we our great city. are able to maintain the aspects of moment in time. If we can On behalf of the our entire Oakland that make it so unique. figure out how to work cohort we want to extend a huge The Public Partners Partnerships/ “thank you” to everyone who Community Economic Development collectively and in community took time away from their day panel included Deborah Boyer, we may have a shot at preto make our Government and president of the Lake Merritt Public-Private Partnerships Uptown Community Business serving what we love. That workshop a success. District and executive vice president, window is here right now, We would also like to thank director of Asset Management for Cat Brewer and the Oakland the Swig Co.; Robert Ogilvie, but it is not wide or long.” Metropolitan Chamber of executive director of SPUR Oakland; – Robert Ogilvie, executive director, SPUR Oakland Commerce for a wonderful year. ■ Rachel Flynn, director of Planning and Building for the city of Oakland; Iman Mills Gordon, Savlan Hauser, Nicole Neditch, fellowship director Stephaney Kipple and Chadwick Spell of Code for America; and Tomiquia are graduates of Leadership Oakland.

20 | OBR Oakland Business Review |

> Model piece from ‘Remember Them’ monument donated to Lions Center Artist Mario Chiodo, who sculpted the Remember Them: Champions for Humanity monument near downtown Oakland, honored the Lions Center for the Blind in Oakland recently with an original piece of the monument, that of Helen Keller.

Keller overcame the adversity of being blind and deaf to become one of the 20th century’s leading humanitarians. The presentation of the bust was made to Lions Center, a 73-year-old, Oaklandbased nonprofit that serves more than 300 blind and visually impaired individuals throughout nine Bay Area counties. Lions Center staff member Gerry Newell was instrumental in helping to create the monument’s visually impaired wall. According to Chiodo, “We (Chiodo Art) are forming a strategic partnership with the Lions Center for the Blind to make people aware of their important work. Chiodo Art will be continuing to pursue creative avenues to augment the life experiences of the visually impaired with unique creations such as tactile art.” Julianna Roosevelt, great-granddaugher of former U.S. President Franklin D. Roosevelt and Eleanor Roosevelt, was on hand for the unveiling. She spoke of the relationship between Keller and Mrs. Roosevelt, and shared letters between the two. ■

▲ At the unveiling – left to right, Joe Haraburda, Michelle Taylor Lagunas, Lions Center Board President Larry Bunn, Gerry Newell, Mario Chiodo and Julianna Roosevelt.

WIBR 2015

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



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

JUNE 2015 | 21


Small Business

> How your attitude affects your networking – Cory Nott Your attitude, not your aptitude, will determine your altitude. – Zig Ziglar

Referral relationships are like any other relationships, and yet they have that one unique dynamic, which is the expectation of getting referred. Developing a business relationship in order to get more quality referrals means getting to know, like, and trust someone, and they do the same with you. It often feels like a friendship because it is, and it may be one that can last a lifetime. The unique dynamic is that your friend is also evaluating your potential to help others in their network, and to make them look good when doing so. Cory Nott There is one factor that can hurt a referral relationship, even though that factor may be accepted or even welcomed in your regular relationships such as with friends or family members. That factor is your attitude. A negative attitude can lead to significant hesitation on the part of others to refer you. What comes from your mouth, no matter how much that other person likes you, can affect your “refer-ability,” particularly if it is perceived as negative. Are you watching what you say? My partner in Referral Institute Oakland, Dawn Lyons, has greatly inspired and encouraged me to consider what I say before I say it. I still stumble, and so I am frequently pondering these three aspects of negativity that I know will affect my refer-ability when I interact with others: 1. Cursing. Do you use a lot of bad language? It may be acceptable in your household, and with your friends (mine are easy going), but some people might find it offensive. For some, it brings up feelings of hurt in early life and may put them on edge around you. Be careful of your words in networking environments and in any relationship that you aren't absolutely sure about. Unless I am with my close friends or family, I imagine that my mother is in the room. My mother never tolerated swearing. 2. Zingers. For some of us, poking fun or gentle ribbing with people we like is a form of affection. However, there are people who emotionally invested in their careers and activities. They may even be proud. The hurt it can cause may not be apparent to you or the person feeling hurt, and deep down it causes a discomfort that will harm your relationship. If they don't like what you say, even subconsciously, they are going to have a hard time referring you to their best relationships. 3. General negativity. You are running a business, which means you are taking on considerable risks. It is the same for those with whom you are building referral relationships. Risk creates stress, and stress creates tension. Positivity tends to decrease tension. Negativity, including irritability and complaining, tends to increase tension. Not everyone has the emotional reserves to handle their tension, let alone the problems that you can bring to the table. They will love you for being positive and avoid you for being negative. So, when you are getting ready to complain about something, can you bring up the positive energy first? You will both feel better, and you will seem like someone they would be happy to refer their best relationships to. ■ Cory Nott is owner of Referral Institute Oakland, and helps business owners build powerful, profitable business relationships in order to build an amazing business by referral. He can be reached at (510) 986-4775.

> EBMUD – Helping the water shortage and saving you money Are you ‘WaterSmart?’ – How do you know if your business is using water efficiently? Regardless of the business size, the East Bay Municipal Utilities District (EBMUD) can make lasting differences in how businesses use water, while helping cut down on unnecessary utility costs. It is a winning solution for everyone. You save money and help the community by saving precious water during the drought. Making it simple – EBMUD experts will provide a detailed assessment of your business’s water use and recommend water efficiency improvements. They’ll make replacing old equipment or water fixtures more affordable with their Customized Rebate Program, which can help your business save money on capital expenditures to retrofit equipment with water-efficient technologies. EBMUD also offers free bathroom and kitchen aerators and simple recommendations to modify water use habits. WaterSmart audits – EBMUD offers free water audits as a first step. Their experts will survey your business, evaluating fixtures, operational processes,

22 | OBR Oakland Business Review |

and indoor and outdoor water use. The will also offer education to your staff on simple changes and strategies to save water. Certification – Certification is awarded to individual sites or facilities. Businesses or institutions with multiple sites or facilities may apply for each site. You must have an EBMUD water account. Certified businesses will receive recognition from the EBMUD Board of Directors at a ceremony and will be granted the use of the WaterSmart logo for display, web posting, and general advertising for a period of three years. EBMUD may also feature WaterSmart businesses in publications on the website. Certified businesses must reapply every three years to retain their WaterSmart designation. Participating businesses will learn how to increase water efficiency and reduce operating costs and learn of any available rebates for water efficiency improvements. EBMUD staff will work with customers on a site water-use survey and recommend cost-effective water saving measures, including potential technical and financial assistance for implementing water-efficiency upgrades. To participate in the WaterSmart Business Certification Program, contact EBMUD at (510) 287-0594 to schedule a water use survey. For more information, or to download an application, visit ■

> A reception with a view The Chamber’s After 5 Reception in May was held at the Joaquin Miller Community Center and hosted by the city of Oakland. Located within the natural beauty of Joaquin Miller Regional Park in the Oakland hills, the center offers everything from business meetings to wedding receptions. Pictured at the reception are (left to right) Zermaine Thomas and Desmona Armstrong, both public service representatives for Oakland Parks and Recreation, former Chamber Chair of the Board Shannon Pedder, and Robert Davila, administrative and fiscal manager for the Oakland Parks and Recreation Department. Thomas manages the Lakeside Park Garden Center and the Lake Merritt Sailboat House, while Armstrong manages the Joaquin Miller Community Center as well as the Jack London Aquatic Center. During the reception, Chamber members and guests were able to taste the wines of Dashe Cellars and JC Cellars, both located in Oakland. For more information on having your event at the Community Center, call (510) 238-4718. ■

> Welcome Referral Institute Cory Nott, who is already an active volunteer with the Chamber, made it official – a ribbon cutting ceremony for his business, Referral Institute Oakland. Located at 55 Santa Clara St., the business provides the process, strategy and tools for businesspeople who wish to learn referral marketing. Are you getting all of the referrals that you want for your business, asks Nott? Take the time to learn referral marketing strategy, tools and techniques and your business will expand. At the ribbon cutting ceremony with clients, Chamber Ambassadors and staff, Nott (center) is joined by his wife Gail (next to him, holding the ribbon) and Chamber President Barbara Leslie (far right). Nott is currently chair of the Chamber’s Ambassador Committee and runs the Small Business Seminar program. For more information, call (510) 986-4775. ■

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.


Economic Development Forum

Nonprofit Roundtable

| JUNE 26

| JULY 8

| JULY 21


Small Business Seminar

After 5 Reception

| JUNE 12

Cerruti Cellars

Video Marketing

| JUNE 18

Keeping you connected and informed


STAN HEBERT California State University, East Bay

Chair of the Board

5 | East Bay Women in Business luncheon


|11:15 a.m.. - 1:30 p.m.

> AUGUST 2015

featuring guest speaker Jory Des Jardins, author, media strategist, and co-founder of BlogHer, discussing “Social Media Strategy for Successful Entrepreneurship”

MARK EVERTON Waterfront Hotel


10 | 110th Annual Meeting and

Vice Chair CHARISSA FRANK FMG Architects

VICTORIA JONES The Clorox Company

| 11 a.m - 1:30 p.m.

PAMELA KERSHAW Port of Oakland

keynote address by University of California President Janet Napolitano, Oakland Marriott City Center

DAN COHEN Full Court Press DAVID TUCKER Waste Management of Alameda County ZACK WASSERMAN Ex Officio Corporate Counsel Wendel, Rosen, Black & Dean LLP KEN WHITE Fidelity Roof Company Immediate Past Chair SHANNON PEDDER BRAND: CREATIVE

B OAR D OF DI R EC TO RS KIM ARNONE Cutting Edge Capital (representing Women in Business Roundtable) HARMINDER BAINS Securitas ALISON BEST Visit Oakland DAREN CHAN AT&T GREG CHAN East Bay Municipal Utility District JOHN DOLBY DTZ RON FOREST Matson Navigation Company JOHN GOODING The Quadric Group

24 | Inside Oakland Breakfast

| 8:30 - 10 a.m. 7 | East Bay Women in Business luncheon

Print, Radio, Web and TV commentators, discussing “Oakland in the Media: The State of Oakland’s Image,” Waterfront Hotel

@OaklandChamber #OaklandChamber #TheOaklandAdvantage

|11:15 a.m.. - 1:30 p.m. featuring a Media Panel Discussion –

Chamber Awards Luncheon

MICHAEL LEBLANC PICÁN Restaurant KEN LOWNEY Lowney Architecture KEN MAXEY Comcast ED MCFARLAN JRDV Urban International SAM NASSIF Creative Hospitality Corporation HILARY PEARSON Sungevity CHUCK RAMANUJAM Bank of America MICKY RANDHAWA Wells Fargo JENNIFER SCANLON Kaiser Permanente DENNIS SCHRAG UCSF Benioff Children’s Hospital Oakland KEITH TURNER Safeway Bj Washington J.P. Morgan Chase ELÑORA TENA WEBB, PH.D. Laney College Stacey Wells Alta Bates Summit Medical Center

BENJAMIN HARRISON Colliers International

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


12 | Small Business Seminar series

| noon-1 p.m. with guest speaker Stu Sweetow of AudioVisual Consultants, “Video Marketing to Grow Your Business,” $10 for Chamber members, $15 for non-members, and lunch is provided



After 5 Reception


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

18 | After 5 Reception

| 5:30 - 7:30 p.m. Cerruti Cellars, 100 Webster St. across from Jack London Square, hosted by DZH Phillips, free for Chamber members, $15 for non-members

26 | Inside Oakland Breakfast Forum

| 8:30 - 10 a.m. featuring a discussion on Oakland's new trash service, recycling and compost services commencing July 1. What do the changes mean for Oakland businesses? Who are the service providers and what are the costs?

100 Webster St. across from Jack London Square

No charge for Chamber members. $15 for non-members. 5:30 - 7:30 p.m.

> JULY 2015 8 | Ambassador Committee meeting

| 4 - 5 p.m. 8 | Economic Development Forum

|3 - 4::30 p.m. featuring guest speaker Robert Ogilvie, Oakland director of SPUR

10 | Small Business Seminar series

| noon-1 p.m. $10 for Chamber members, $15 for nonmembers, and lunch is provided

LOGOS / IDENTITY 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.

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

23 | After 5 Reception

| 5:30 - 7:30 p.m. The Point at Rockridge, 4500 Gilbert St., free for Chamber members, $15 for non-members

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

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

JUNE 2015 | 23

◀ The Pavilion of California Cultures, Peralta Hacienda Historic Core, concept drawing by Walter Hood Design.

> Show support for Peralta Hacienda’s Historic Core A major legacy project will soon arise before Oakland’s eyes, enhancing the city’s identity with a nationally significant heritage destination and center for arts, culture and the environment in East Oakland – the Historic Core at Peralta Hacienda Historical Park.

24 | OBR Oakland Business Review |

Walter Hood, Oakland’s eminent landscape designer, created the master plan, working with community members to create a place that will immerse the public in Oakland’s earliest history and dramatize the tapestry of Oakland’s diversity.

The project received a $500,000 Challenge Grant from the National Endowment for the Humanities as a project of national significance. This Challenge Grant must be matched three to one. Friends of Peralta Hacienda Historical Park has raised almost $900,000 for the Historic Core’s construction over the past year and half. The Friends now call on Oakland’s business community to support the project, and help meet this year’s remaining $144,000 match by the July 31 deadline. The Peralta family’s 8,000 longhorns and 2,000 horses roamed where our homes and businesses stand today. Their 45,000-acre rancho covered the land of seven modern cities – all of Oakland, Berkeley, Alameda, Emeryville, Piedmont, Albany, and parts of San Leandro. The cows’ heavy hooves destroyed the native grasslands, but the agricultural products they brought in their saddlebags – grapes, almonds, olives, lemons and more – now drive California’s economy. The Peraltas and Native Americans built the family’s first adobes where the six-acre park is now, at the heart of present-day Fruitvale. UC Berkeley historians say the park is a more important historic site in telling the story of California than Sutter’s Mill in the goldfields. Within a plaza filled with flowering trees, benches, water and other amenities, three key structures will provide a setting for classes, markets, shows, forums and performances. The Pavilion of California Cultures will tell the stories of Oakland’s diversity today on huge panels in changing exhibits created by community members with artists – a destination for visitors from region, state and nation offering insight into global immigration patterns and environmental changes. The East Bay’s changing ecologies and cultures will be visible here – and audible, through its state-of-the-art sound system. The Peraltas’ 1821 adobe home, Oakland’s “Founder’s Rock,” actually built and lived in by Native Americans for its first eight years, will reveal the cultural complexity of the Oakland story. You will gaze below ground at rancho artifacts at the archaeological viewing station. A monumental community banquet table with an authentic adobe oven will host food events. The Historic Core will bring the city’s past to life and point to the future – especially for youth. Youth already tell their stories here, in many media: Peralta Hacienda is well-known for its community stories exhibits and school field trips serving thousands of Oakland students each year. The site’s community gardens, native plant garden program, afterschool arts, filmmaking and summer camp will all expand and thrive with the outstanding new facilities. Friends of Peralta Hacienda worked with neighbors and community leaders for decades to complete the first two stages of the master plan. Only the Historic Core – where Oakland began – remains empty. To get involved, contact Peralta Hacienda’s Executive Director Holly Alonso at hollyalonso@earth or via phone at (510) 532-9142. ■

June 2015 Oakland Business Review  
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