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OPINION Build a new home for the Raiders Page 12 | VOL XXXVIII NO. 9

Leadership Oakland Gearing up for the new season

Women in Business Jessica Steel to speak Page 21

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September 2012 2012 Holiday Parade Gold medal Olympians to participate Page 24

Oakland Business Review

Visit for more business opportunities, news and event registration.

> A kickoff

to the election season

What’s best for Oakland? What do Oakland’s voters think are the most important issues? The Chamber has embarked on the first of what it expects will be an annual series on “The Pulse of Oakland,” a public opinion poll that is currently underway to find out what issues are most important and the direction that the city is headed. The poll of Oakland residents, conducted by EMC Research, covers everything from economic development and jobs to public safety and education. The results of the poll will be announced at a special Chamber breakfast on Tuesday, Sept. 18 from 8 to 9:30 a.m. at Sco$’s Seafood Grill & Bar in Jack London Square, and a professional pollster will be on hand to explain the results of the poll and answer audience questions. The breakfast costs $40 for Chamber members and $50 for non-members. Ten-seat sponsor tables are available for $1,000 (Chamber members) and $1,250 (non-members). In addition, OakPAC, the Chamber’s political action commi$ee, will announce its endorsements at the same breakfast – and all of those endorsed candidates will be invited to a$end. Join us to learn what Oakland voters consider the most important issues – and discover the story behind the numbers. For tickets and information, contact Amanda Medina of the Chamber staff at (510) 874-4800, ext. 319 or at ■

> The Chamber debates – A grand success

More than 20 candidates are competing for five seats on the Oakland City Council and two women are battling it out to be City Attorney. They all had a chance to make their case and share their plans at five different candidate forums hosted by the Oakland Metropolitan Chamber of Commerce in the last two weeks of August. Nearly 500 people came to the debates and thousands more followed on Twitter as opinions on public safety, economic growth, jobs and the city budget were offered by the candidates. At the City Attorney debate (below), candidates Barbara Parker (third from the left) and Jane Brunner (second from the right) faced off at the Waterfront Hotel in Jack London Square. Others pictured are (left to right) guest panelists Matt Artz (Oakland Tribune) and Jill Broadhurst (East Bay Rental Housing Association), moderator Helen Hutchison (League of Women Voters), Chamber Vice President and Public Policy Director Paul Junge, and Chamber Public Policy Council member David Tucker (Waste Management of Alameda County). ■

> Attend our

Power Breakfast with Dr. Tony Smith On Wednesday, Nov. 14, the Chamber will hold another in our series of Power Breakfasts, with this one featuring Dr. Tony Smith, superintendent of the Oakland Unified School District. Do you want to know how our schools have been progressing? What’s in sight for the future? Dr. Smith is an outstanding, motivational speaker who is certain to pique your interest in the workforce of tomorrow. Join us on Wednesday, Nov. 14 at the Waterfront Hotel in Jack London Square for this important address. Registration begins at 7:30 a.m. The breakfast runs from 8 to 9:30 a.m. To register or for more information, visit www.oakland or contact Amanda Medina at the Chamber at (510) 874-4800, ext. 319 or at amedina @oaklandcham ■

> Join the growing list of parade sponsors

With the 13th annual America’s Children’s Holiday Parade getting closer to its Dec. 1 marching date, the list of sponsors continues to grow. The Chamber thanks presenting sponsor Kaiser Permanente for its long-time support, and they’re joined this year by Visit Oakland, Wells Fargo, Alta Bates Summit Medical Center, Waste Management of Alameda County, The Clorox Company and Recology East Bay. Also joining the ranks of the supporting sponsors is Macy’s, known worldwide as the leader in parades and holiday programming. This year’s parade, the 13th annual, will be held in downtown Oakland on Saturday, Dec. 1 beginning at 2 p.m. Macy’s helps bring magic to millions of people around the globe with its countless holiday events, including the annual Macy’s Thanksgiving Day Parade in New York, numerous “Glamorama” theatrical shows, and its partnerships with many organizations to host tree lighting ceremonies and other holiday-related events. America’s Children’s Holiday Parade, founded and managed by the Oakland Metropolitan Chamber of Commerce, is seen by more than one million people world-wide, enjoying the thrills and pageantry of the parade as well as the beauty of Oakland. This year’s parade will mark the seventh time that it will be offered to public broadcast stations (PBS) across the country, and the fourth year it will be broadcast on the American Forces Family Network to 175 countries and U.S. territories around the globe. “We’re delighted to have Macy’s as another sponsor of America’s Children’s Holiday Parade,” says Chamber of Commerce President Joe Haraburda. “We’ve long admired the quality and content of their Thanksgiving Day Parade and look forward to Macy’s joining our event as we strive to be one of the finest holiday parades in the country.” On parade day in Oakland, more than 100,000 people – children of all ages – converge on downtown Oakland to enjoy the spectacular floats, the colorful balloons, the beautiful floats, and the awardwinning marching bands. Some 40 cartoon and storybook children’s characters entertain. As do bands – many bands. The 2012 parade will feature some 20 marching high school bands, as well as two international bands – from Guatemala and Jamaica. For more information on how you and your company can get involved in the 2012 parade, contact Amanda Medina at (510) 874-4800, ext. 319 or at ■

> Join us for the Chamber’s 2012 Golf Classic The Oakland Chamber is teeing up to bring our members another fabulous day of golf, quality networking, good food, and loads of fun. If you’re a local businessperson looking for a day of relaxation, but with some important business mixed in, this is the perfect event for you. The 2012 Oakland Chamber Golf Classic and Academy is scheduled for Monday, Oct. 15 at Sequoyah Country Club in the Oakland hills. This annual, all-day tournament brings together some of the top business leaders in the city for breakfast and lunch, a shotgun start, and the 19th Hole Awards dinner-reception. ■

April 2010 |


Candidate Debates > Candidates lay out their

vision for Oakland’s future More than 20 candidates are competing for five seats on the Oakland City Council and two women are battling it out to be City Attorney. They all had a chance to make their case and share their plans at five

the free Broadway shuttle. De La Fuente pointed to his 20 years of service in District 5, saying that he has “fought to make the city safe” and works on “deploying and maximizing” the resources that are available. The forum was held at the Kaiser Auditorium in downtown Oakland.

different candidate forums hosted by the Oakland Metropolitan

District 1

Chamber of Commerce in the last two weeks of August.

Held at the College Avenue Presbyterian Church, seven candidates faced off

Nearly 500 people came to the debates and thousands more followed on Twitter as opinions on public safety, economic growth, jobs and the city budget were offered by the candidates. Many political consultants consider this year unique for the Oakland City Council in that it will have at least three new Councilmembers after the November election, a turnover unseen for 16 years. The existing Council is characterized as having “fractious dynamics,” and even some Councilmembers themselves are excited for a chance to change the tone of the conversation. City and business leaders and voting residents were on hand for the debates, each with a panel of businesspeople from the Chamber’s Public Policy Council posing questions. Four of the five forums were moderated by Paul Junge, the Chamber’s vice president and director of public policy. The fifth, the

for the Council seat left vacant by Jane Brunner. The candidates – Craig

Brandt, Dan Kalb, Amy Lemley, Don Link, Don Macleay, Len Raphael and Richard Raya – answered a myriad of questions regarding policy positions and shared meaningful exchanges regarding current and potential issues. Discussions ranged from public safety, gang injunctions and increasing the Oakland police force to economic development issues and the state of the Oakland public schools. Brandt, who said that he’d push for a reduction of the business tax, admitted that he’d like to place another parcel tax on the ballot.” “Fix the crime,” said Raphael, “and business will come.” Raya demanded more police while insisting that the city also needs to reduce crime, “but also improve the relationship between the police and people of color.”

City Attorney debate, was moderated by Helen Hutchinson of the

District 3

Oakland League of Women Voters, which co-sponsored that particular

The six candidates vying for the City Council seat left vacant by the retiring


Nancy Nadel squared off at Z Café in the middle of Auto Row near downtown

The following is a round-up of the Chamber forums: City Attorney The office of the City Attorney (OCA) provides legal counsel to the city of Oakland, its employees, officers, agencies, boards and commissions.

The OCA drafts ordinances, resolutions, contracts and other legal documents requested by city officials and departments, and reviews the form and legality of all city contracts and represents the city in litigation matters. The City Attorney role has been an elected position in Oakland since 2000. Ironically, Oakland’s most recent City Attorney, John Russo, was in attendance at the Waterfront Hotel in Jack London Square for this special open forum. The debate featured City Councilmember Jane Brunner pitted against the incumbent, Barbara Parker, who was appointed when Russo left to become City Manager in Alameda. The office of the City Attorney is “bureaucratic” and “way too slow,” said Brunner. “I am an activist attorney” and “will bring change.” Parker said her judgment and experience will stand her in good stead in the position. While Brunner insisted that the Oakland City Attorney must “understand politics in a political world,” Parker said that there is “no place for politics in the City Attorney’s office.” At-Large Four of the five candidates faced off for the At-Large seat, another city-wide race – Theresa Anderson-Downs, City Councilmember Ignacio De La Fuente, At-Large incumbent Rebecca Kaplan, and Carol Lee Tolbert.

Mick Storm, a fifth candidate for the post, was unable to attend. “This city will succeed when we get the jobs in and the guns out,” said Kaplan. She urged more research on Operation Cease Fire, which is being used by other cities to help curb violence. De La Fuente said the police have to be provided with the proper tools to do their job, with those tools including curfews and gang injunctions. Tolbert, who has years of experience with area nonprofits, wants an opportunity to work with city residents “to develop policies that make sense.” Anderson-Downs is a small business owner whose work centers around youth and youth services. “Our children are in peril,” she said. “They have nowhere to go, nothing to do.” Kaplan, the incumbent, says that her work on this current Council has improved local jobs and worked on stopping violence. She has “upgraded


ordinances” to encourage Bites on Broadway, and helped land a grant to fund

| OBR Oakland Business Review |

Oakland. The candidates are Nyeisha DeWitt, Lynette Gibson-McElhaney, Alex

Miller-Cole, Derrick Muhammad, Sean Sullivan and Larry Lionel Young Jr. While there were many agreements about expanding the Port and promoting city gems like Art Murmur, the candidates also had something personal to say about their individual qualifications. Said Miller-Cole, for example, “I understand the frustrations that all of our business owners have, and I offer you my tireless energy.” As a City Councilmember, he said he would judge issues by “sustainability, responsibility and fairness.” Muhammad promised “conflict resolution to create a better city for all,” while Lionel envisions Oakland as “the best place to live, work and vacation.” Gibson-McElhaney pointed to her depth of experience in housing and community development, DeWitt promised “to look to small businesses to help create jobs,” and Sullivan, the creator of Covenant House, said that because of his nonprofit he’s already “helped to make Oakland greener, more beautiful and a little safer.” District 5 The District 5 forum, held at the Fruitvale-San Antonio Senior Center in Fruitvale Village, featured four candidates competing for the position – Noel Gallo, Shelly Garza, Mario Juarez and Dawn McMahan.

A hot topic of all of the Chamber’s debates was public safety, and that topic continued to be on the front burner in Fruitvale. “Yes, we need more police,” said Gallo. “If we agree that public safety is our number one priority, we’re going to have to pay for it (through a parcel tax).” Garza, who described herself as a government insider, insisted that the next City Councilmember must implement partnerships. “Together we can be the solution,” she said. Juarez, a local business owner, insisted that more police could be hired with a user fee at Oakland International Airport. “If we charge $7.95 per person,” he said, “do the math. We’ll bring in $111 million.” And McMahan, the creator of the Phoenix Rising Homeless Project and other nonprofits, called Fruitvale “a war zone” that must be repaired. Thank you

The Chamber thanks the Public Policy Council panelists who assisted in developing questions and then attended the debates to deliver those questions – Jill Broadhurst, Greg Chan, Dan Cohen, Julie Hadnot, Kerry Hamill, Barbara Leslie, Jessica Reynolds, David Tucker and Kim Winston. A special thanks to panelist Matt Arza of the Oakland Tribune. ■

Candidate Debates • At-Large

• District 3

▼ Current City Councilmember Ignacio De La Fuente answers a question at the At Large debate.

▼ Lynette Gibson-McElhaney addresses nearly 100 people at Z Café during the District 3 debate.

▲ Incumbent City Councilmember At Large Rebecca Kaplan makes a point during the open forum at Kaiser Auditorium. A table of panelists, all members of the Chamber’s Public Policy Council, asked questions. From left to right at the panelists’ table are Dan Cohen, Barbara Leslie and Jill Broadhurst. The candidates (from left) are Carol Lee Tolbert, Kaplan, Ignacio De La Fuente and Theresa Anderson-Downs. Mick Storm, a fifth candidate, was unable to attend. ■

▲ Larry Lionel Young Jr. speaks his mind at the District 3 open forum. Other candidates are (left to right) Nyeisha DeWitt, Derrick Muhammad, Alex Miller-Cole, Lynette Gibson-McElhaney and Sean Sullivan. ■

• District 1

• District 5

▼ Chamber Vice President and Director of Public Policy Paul Junge moderated the District 1 debate. The candidates are (left to right) Len Raphael, Don Link, Amy Lemley, Richard Raya, Craig Brandt, Dan Kalb and Don Macleay.

▼ Noel Gallo makes a point as other candidates in the District 5 face-off (left to right) Shelly Garza, Dawn McMahan and Mario Juarez look on.

▲ Oakland voters and business and civic leaders were in attendance at the Fruitvale-San Antonio Senior Center for the District 5 forum. Nearly 500 people in all attended the Chamber-sponsored debates.

▲ The College Avenue Presbyterian Church in Rockridge was the site of the District 1 debate. Some 100 Oakland voters were on hand to see and hear the candidates.

▲ Members of the Chamber’s Public Policy Council acted as panelists at each debate. Here, in District 5, David Tucker from Waste Management and Kerry Hamill from BART asked each of the candidates questions of critical importance. ■ District 1, District 5 and At-Large photos by Photographers@Large

September 2012 | 3


| OBR Oakland Business Review |

From the president | Joe Haraburda

Campaign debates, Oakland survey results and new Visit Oakland CEO

Chamber-sponsored debates – A success It’s true that many political consultants consider this year unique for the Oakland City Council because it will have at least three new councilmembers after the November election. It was with this in mind – as a public service – that the Chamber held five candidate debates in August, giving Oakland voters a chance to see and hear from the various candidates and to ask questions. Nearly 500 people attended our debates – held in various parts of the city – and thousands followed on Twitter as opinions on public safety, economic growth, jobs and the city budget were discussed. It was a real team effort on behalf of the Chamber, with Paul Junge, our vice president and director of public policy, acting as moderator for four of the five debates. Staff members Amanda Medina handled logistics and was live Tweeting, Eleanor Hollander and Hank Masler wrote blogs, and Lana Turn and Jennifer DeSerpa worked at the registration desk. Our thanks to the League of Women Voters of Oakland (LWV) for co-sponsoring the first debate, the two-person face-off between incumbent Barbara Parker and outgoing City Councilmember Jane Brunner, for the City Attorney post. That debate was held at the Waterfront Hotel in Jack London Square, and Helen Hutchison of LWV acted as moderator. Our other debates were held in the districts that they represent, except for the City Council At-Large spot, which is a city-wide election. That debate was held at the Kaiser Auditorium in downtown Oakland. The District 1 forum took place at the College Avenue Presbyterian Church; the District 3 debate was held at Z Café (2735 Broadway); and District 5 was held at the Fruitvale-San Antonio Senior Center in Fruitvale Village. Special thanks to the Chamber’s Public Policy Council panelists who assisted in developing questions and then attended the debates to deliver those questions – Jill Broadhurst, Greg Chan, Dan Cohen, Julie Hadnot, Kerry

Hamill, Barbara Leslie, Jessica Reynolds, David Tucker and Kim Winston all did a great job bringing out useful answers from the candidates. Thanks also to Matt Artz of the Oakland Tribune for acting as a panelist. It was a job well done by all, and the Chamber received positive responses from the candidates themselves. The Pulse of Oakland The Chamber has just completed what we hope will be an annual event – a city-wide poll of Oakland voters to determine the most critical issues facing our city. The poll was conducted by EMC Research and covered everything from public safety and economic development to education and jobs. The results of the poll will be announced at a special Chamber breakfast on Tuesday, Sept. 18 from 8 to 9:30 a.m. at Scott’s Seafood Grill & Bar in Jack London Square, and a professional pollster will be on hand to look behind the numbers, explain the results, and take audience questions. In addition, OakPAC, the Chamber’s political action committee, will announce their endorsements for city office at the Sept. 18 event. For tickets and information, contact Amanda Medina at (510) 874-4800, ext. 319 or at New CEO at Visit Oakland The Chamber welcomes Alison Best as the new president and chief executive officer of Visit Oakland, Oakland's official destination marketing organization. The announcement comes after an extensive search over the past several months conducted by Horizon Hospitality. Best comes to Visit Oakland with more than five years of experience in executive positions at the Santa Monica Convention and Visitors Bureau, including senior vice president of business development, director of sales, and vice president of sales and Alison Best services. Prior to this, Best held executive management positions with Tourism Whistler and Uniglobe Advance Travel. ■

The results of the city-wide “Pulse of Oakland” poll will be announced at a special Chamber breakfast on Tuesday, Sept. 18 from 8 to 9:30 a.m. at Scott’s Seafood Grill & Bar in Jack London Square, and a professional pollster will be on hand to look behind the numbers, explain the results, and take audience questions.

September 2012 |



> Recycling is now the law The local Alameda County Waste Management Authority ordinance builds upon a California State law, AB 341, effective as of July 1, 2012, which requires commercial and multi-family accounts to have recycling service. The local ordinance: 1. Requires property owners and managers to provide adequate levels of recycling service and on-site signage and information to employees, tenants and contractors; 2. Clarifies what materials must be recycled; 3. Specifies how the state law will be enforced in Alameda County. The materials that must be recycled under the local ordinance include corrugated cardboard, newspaper, mixed recyclable paper, glass recyclable food and beverage containers, recyclable metal food and beverage cans, and #1 (PET) and #2 (HDPE) plastic bottles. To confirm whether your business or institution is affected, review your solid waste bill to determine if the volume adds up to four or more cubic yards of solid waste collection per week or contact your waste hauler. For those who are affected, the following resources and support are available to help businesses and commercial property owners comply: • City contracted haulers can provide assistance to businesses that are starting or increasing their recycling service. • Technical “how-to” assistance for businesses and institutions in Alameda County is also available through the StopWaste.Org Business Technical Assistance Team. Under Alameda County Waste Management Authority ordinance 2012-01, business and multi-family property owners have until the end of the year to complete the steps necessary On July 1, 2012, a new ordinance took effect in 12 of the 14 cities in Alameda County, including Oakland, requiring businesses generating four or more cubic yards of solid waste per week and all multi-family properties with five or more units to provide adequate on-site recycling for the amount of recyclable material they produce.


| OBR Oakland Business Review |

Travel with the Chamber to sunny Spain… and beyond The Chamber is offering a special vacation trip to Spain in November, with both Ireland and the Tuscany region of Italy coming up next year. Make your plans now! The trip to Spain and Costa del Sol will feature 11 days with seven nights in the same hotel beginning on Nov. 13. Highlights include Granada, Seville and Gibraltar. The package goes for $2,359 per person (based on double occupancy) and includes roundtrip airfare, accommodations, transportation and admissions and sightseeing per the itinerary. An optional tour of Madrid is also available. Then in March 2013, the Chamber takes off for nine days to Ireland, featuring Dublin, Killarney and Limerick. And then in November of next year, we’ll spend nine days in Tuscany, with side trips to Rome, Florence and Siena, as well as a look at Italy’s famous Chianti region. Make your vacation plans today. Call Amanda Medina at the Chamber at (510) 874-4800, ext. 319 or email amedina@oakland ■

to comply. Assistance is available to ensure that affected business and property owners know what recyclable materials are covered and what actions they need to take. No fines will be issued before Jan. 1, 2013. The local ordinance was adopted as a key strategy to help Alameda County Waste Management Authority reach its longterm waste reduction goals – specifically to ensure that less than 10 percent of the waste sent to landfills by 2020 is easily recyclable or compostable material. For additional info out the ordinance, including details about who is affected, how to comply and what materials must be recycled, please visit ■

> Walk to stop diabetes set for Oct. 13

Diabetes is the fastest growing disease in the world. Every 17 seconds someone is diagnosed with diabetes; it kills more people than breast cancer and AIDS combined. There are nearly 26 million Americans living with diabetes, including close to 153,000 people here in Alameda County. The American Diabetes Association needs your help to stop diabetes. People from all over the Bay Area help us support our mission to fund valuable research to find a cure, promote advocacy efforts to protect the rights of people living with diabetes, and provide education for people affected by diabetes. In our community, the Association funds more than $3.5 million in research at local institutions including UCSF and UC Davis. It is involved in numerous community health initiatives with local partners, diabetes centers and hospitals. The Association’s annual Step Out: Walk to Stop Diabetes is integral to supporting the mission. This year, the local Step Out is taking place on Saturday, Oct. 13 at Lake Merritt in downtown Oakland. The day includes a walk around the lake (three miles), a healthy living fair, music, lunch and the chance to stand together united in the fight to stop diabetes. You can start a team of your friends, family or colleagues and walk together or you can walk as an individual. In the weeks leading up to the Walk you can ask your friends for donations to support your efforts. You will find that many people are affected by diabetes and are happy to support the cause. To sign up for the Step Out: Walk to Stop Diabetes, visit or contact Kimberly Cofer at (510) 654-4499, ext. 7524. ■


> ORAC hears about future

Safeway store development by Eleanor Hollander

Last month the Chamber’s Oakland Retail Advisory Committee (ORAC), a group of 15 expert retail, development, and leasing professionals, hosted a presentation from Property Development Center’s chief operating officer David Zylstra.

Zylstra gave an overview of the planned Safeway area development at 51st Street and Broadway. He also showed earlier iterations of the design and described how the shopping center concept and design has changed with input from the surrounding neighborhood residents and Oakland’s Design Review Commission (DRC). After the presentation, the ORAC members gave individual feedback on the opportunity sites/areas designated for retail within the master plan that was presented. The new development at the 51st and Broadway site is proposed to be built in stages, with the relocation of the Safeway store and garden center into the CVS space on the eastern side of the site slated for the start of the construction process. Next, the plan is to extend the end of nearby College Avenue into the site (and call it “College Court”) to both regularize the traffic pattern and create a “lifestyle” shopping area on the western half of the area. The project’s draft environmental impact report (DEIR) is due out at the end of October. The meeting continued with a fishbowl-style panel discussion that critiqued and praised the project, specifically recommending marquee building design changes and stressed ways for the city of Oakland to better facilitate

Parklets in Oakland? The city of Oakland currently is establishing a pilot parklet program that will allow parklets to be installed yearround in the East Bay. Evaluation criteria and requirements authored by the city of Oakland state that the parklet must be established in a suitable location – specifically that the selected parklet site is at least one parking spot in from a corner. The proposed location must have a posted speed limit of 25 miles per hour or less and the proposed street must have parking lanes and minimal slope.

In order to approve a location for a parklet in Oakland, there must also be a demonstration of community support, and “clear and well-thought out design” that contributes to the beauty and character of the neighborhood. All parklet materials must be easily maintained, installed, and removed if necessary. If you own a local business and are interested in constructing or hosting a parklet, contact the city planning department’s Strategic Planning Message Line at (510) 238-7299. Park(ing) Day If you can’t wait for the next round of parklet applications to open, or aren’t in the market for establishing a permanent parklet, there is a one-day event that offers great exposure to parklets around the world. PARK(ing) Day is an annual open-source global event where citizens, artists and activists collaborate to temporarily transform metered parking spaces into “PARK(ing)” spaces – known as temporary public places.

The project began in 2005 when Rebar, a San Francisco art and design studio, converted a single-metered parking space into a temporary public park in downtown San Francisco. Since 2005, PARK(ing) Day has evolved into a global movement, with organizations and individuals (operating independently of Rebar but following an established set of guidelines) create new forms of temporary public space in urban contexts around the world. The stated mission of PARK(ing) Day is to call attention to the need for more urban open space. For more information on Oakland’s permanent parklet permitting process and Park(ing) Day – set for Friday, Sept. 21 – visit and at the REBAR Group’s website, ■

▲ David Zylstra of Property the process of approval when the Development Center makes a final EIR (environmental impact repoint at the recent Chamber port) goes to planning commission ORAC meeting. for review. This step in the process is predicted to take place sometime in the late spring of 2013. Future topics for the ORAC fall meeting series call for an evaluation of specific sites and areas including the already “retail successful” Hegenberger Corridor. More information on ORAC’s current members and meeting agenda topics can be found on the ORAC page under the Chamber’s economic development section of the website at ■ Eleanor Hollander is the Chamber’s director of economic development.

> Parklets – urban phenomenon The Chamber’s Economic Development Committee recently learned about a new urban design feature from UC Berkeley city planning graduate student Ruth Miller. A former Board member of the local

pedestrian advocacy nonprofit Walk Oakland Bike Oakland (WOBO), Miller first explained the genesis of the “parklet” movement and then detailed both the forthcoming pilot program for business-sponsored parklets in Oakland and the annual Park(ing) Day, a celebration of temporary parklets around the globe. What is a parklet? A parklet is the temporary or permanent use of space in the dedicated public right-of-way (parking spaces, unused bus stops, and other types of vehicular and non-vehicular zones) for public uses such as seating or bicycle racks. Parklets may include pieces of street furniture (e.g. benches) that provide aesthetic enhancements to the overall streetscape. In place of car parking, a platform is built to extend the grade of the sidewalk into the street. Once the platform is installed, benches, tables, chairs, landscaping, and bike parking can all be placed on top in order to create a parklet.

Typically parklets are understood to remain publicly accessible 24 hours per day, and depending on the jurisdiction hosting the parklet, signage to this effect may be required to be posted on the installation itself.

September 2012



Small business


> Who is using your parked domain? by Dawn Newton

If your business is a typical one, you probably own many iterations of your trade name as domain names. For example, you may own ABC Company, so you bought “” and “” as well as “” and “” Or you might have purchased domains filled with different punctuation – even typos – to ensure that no one owns a domain too similar to your own. You Dawn Newton may have acquired domains in the course of an asset purchase or after litigation and you are not actively using them, even though you keep their registrations current. Most businesses choose to “park” a large number of these extra domains, meaning that they do not assign a Domain Name Server (DNS) to them. For example, your company's main website may be at "," but you may have decided to park the .biz, .net, and .info domains, even though you own them. In the past, it was not unusual to stumble across these parked domains and see either a “404 Error” message on a blank screen or a plain “Under Construction” message. Today, you may be surprised to find some of your parked domains populated with third-party advertising. In some instances, the advertising can be harmful to your business image or even competitive with your own business. This advertising is put on your page by the entity hosting your domains. When you registered or renewed your domain, you signed an agreement that allows the host to advertise on your parked domains due to some language buried in the agreement's fine print. Deep in the Network Solutions agreement is this, for example: “You acknowledge and agree that any or all domain names that … do not otherwise resolve to an active Web site, may resolve to an "under construction" or similar temporary Web page ("Under Construction Page"), and that Network Solutions may place on any such Under Construction Page promotions and advertisements for, and links to, Network Solutions’ Web site, Network Solutions product and service offerings, third-party Web sites,

third-party product and service offerings, and/or Internet search engines.” In other words, your domain host is making money through pay-per-click advertisements running on a domain you paid to register. Some domain hosts have opt-out provisions, but they require choosing something other than the default settings and may not be obvious to someone who did not carefully read the domain host’s policies and ferret out the appropriate settings. We recommend that you monitor each of your domains to make sure that there is no unwelcome content. If there is – and the domain name is one that is similar to your main domain – have the parked domain automatically direct to the DNS for your main website. In other words, if you own both and, you can have the .biz site programmed to direct hits straight to the main site. Anyone going to will be transferred directly to the site without interruption. If you own domains that you do not use actively or that you may be prevented from using because of the conditions of a purchase agreement or the terms of litigation-settlement, consider setting up your own “Under Construction” page or simply a blank page that has no advertising content and can’t be manipulated by the domain host. This will ensure a continued parked look to anyone who visits the page, without the risk that consumers visiting that page will be driven to a competitor or will associate a domain name similar to your corporate name with an advertising site. Reviewing your domains regularly is a good opportunity to ensure that you have accurately calendared all of the renewal dates for the domains you value. With employee turnover, long-term dates can be lost or forgotten. Avoid unexpected suspensions of your websites and potentially serious business interruptions by verifying that your renewal-date reminders are set up on calendars that will not be deleted or purged. If you have any questions about your internet presence, please contact me. ■ Dawn Newton is a certified legal specialist, Franchise and Distribution Law, and partner at the Oakland-based law firm of Fitzgerald Abbott & Beardsley LLP. She can be reached at


> Ambassador of the Month Andrew Thompson, a financial adviser for Merrill Lynch in Oakland (, has been named the Chamber’s Ambassador of the Month. Thompson takes pride in serving Oakland and the East Bay. “Working with the Chamber allows me to keep my finger on the pulse of Oakland, contributes to the city in ways beyond my work, and provides opportunities to be involved with the businesses and people that make this city great,” he says. Thompson works with local residents and Andrew Thompson business owners to help protect what is important to them – their financial security. Through his work with Merrill Lynch and the Chamber, he also strives to build lasting relationships and a sense of community across neighborhoods and industries in Oakland. Thompson, a Northwestern University alumnus, helps people make smart choices with their money by simplifying the complexity in his clients’ financial lives. He provides personalized, long-term wealth management strategies based on time-tested investment and planning principles. At the heart of his philosophy is a passion to build enduring relationships with individuals, families and small businesses through attentive and tailored client service combined with sound financial guidance. Thompson follows a proven process to: 1. Establish and prioritize your financial goals 2. Develop your Investment Policy Statement and Investment Strategy 3. Implement solutions based upon your risk tolerance, time horizon, liquidity needs, and overall investment goal 4. Review your financial progress An outdoorsman at heart, Thompson enjoys running, hiking, backpacking, sailing, and golfing. He can be reached at or at (510) 208-3849. ■


Quality service since 1995 Specializing in business meetings & corporate catering OAKLAND CITY CENTER • 510.451.6400

The Fountain Café


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Small business


> More efficient accounting

will save you time and money by Anders Johansson CPA

Are you or your staff spending too much time on accounting, paperwork, or taxes? Or do you feel you don’t have enough time to spend on your accounting? As a business owner your time is valuable, which is why I recommend training in business software and ways to keep your business organized in order to save time, money and improve accuracy. Business software such as QuickBooks and MS Excel allow you to record transactions and make complicated Anders Johansson calculations quickly. However, without proper time spent learning these programs, it is easy to rapidly post incorrect transactions, generate inaccurate reports, and make inaccurate calculations. These mistakes can be time consuming and costly to fix. This is how to resolve it! I offer software training and tax services, and recommend business owners take sufficient time to learn how to use QuickBooks and MS Excel software to their fullest potential. When properly trained, you will feel confident, ensuring accurate accounting, income statements you can trust, and calculation results in MS Excel you can depend on. This will also save you time and money when it is

tax time. Your accounting will be accurate and a CPA can get started with your tax return quickly and will charge you less. It’s a win-win situation. If you have a bookkeeper or an accountant, you may be thinking, how does this pertain to me? I recommend that all business owners take accounting and software classes such as QuickBooks and MS Excel to feel financially in charge of your own business. Also recommended is that if your company has a bookkeeper or an accountant on staff, that he or she should also receive proper training. There is nothing worse for a business owner than to not know how the business is performing at all times, or to not have confidence in the reporting. Keeping your paperwork organized and business and personal expenses separate can also save you a lot of time and money. Here are a few tips. First, Johansson CPA recommends not to mix personal and business purchases on credit cards, and to get a credit card that gives you extra benefits. For example, get a low interest business credit card that will give you cash back or points. Then charge your business expenses only, and post and track your expenses in your accounting software on a regular basis. Second, have a filing system where you label drawers or files by the months of the year, and place your bills in them as soon as received for each respective month. Then every day or week you or the accountant sits down and records each purchase the business made. Print out accounts payable and review that all bills are recorded properly. Print out accounts payable ageing and check that you are paying vendors on time. Also, check that you are taking advantage of discounts. Pick one time of the day or one day of the week in which these tasks will always be done. Third, I recommend keeping close track of your customer invoicing. Every day or every week you or the accountant should sit down and invoice the clients. Match up support with invoices. Print out accounts receivable and make sure that all invoices are properly recorded. Print out accounts receivable ageing and check if customers are paying you on time. QuickBooks also lets you attach documents to invoices. Knowing your QuickBooks and MS Excel software, and staying organized every day, will make you a business owner who feels in control and is relaxed at all times. Now that’s a good feeling!. ■ Anders Johansson CPA is a training, accounting, and tax firm. Johansson has worked for large CPA firms and as a controller. Johansson CPA can be reached through the web at, email at, or phone at (510) 363-4370.


> ‘Advancing Diversity’ set for Sept. 20

Mark your calendar to attend the fifth annual “Advancing Diversity” event hosted by Burnham Brown at the Waterfront Hotel in Jack London Square from 5 to 7:30 p.m. on Thursday, Sept. 20. The Oakland law firm of Burnham Brown has teamed up with the San Francisco Bay Area Chapter of the Association of Corporate Counsel to continue to promote and encourage diversity in the Bay Area legal and business environment. Look forward to an evening of cultural interaction and business networking. To attend, please RSVP at The event is being co-sponsored by the Oakland Metropolitan Chamber of Commerce. ■


> Meet Peralta’s new chancellor Join Jose Ortiz, Ed.D, the new chancellor at the Peralta Community College District, in a lively discussion about the region’s existing and emerging workforce development needs on Friday, Sept. 21. The breakfast meeting, which costs $45 per person, will be held at the Waterfront Hotel in Jack London Square from 7:30 to 9:30 a.m. For more information and to purchase tickets, visit or call Stephanie Casenza at (510) 587-7890. ■

September 2012 | 9


> A city on the rise by Paul Junge

> A jump-start to college and career

The 2012 “Knowledge Is Power” Youth Leadership Forum & CollegeCareer Faire is sponsored by Oakland Civic Pride (OCP) for youth and young adults from 12 to 20 years of age. “This year’s event promises to be very exciting,” says Carol Lee Tolbert, the organization’s volunteer executive director. “It is being co-sponsored by Peralta Colleges, and will have candidates from local campaigns, including representatives from the democratic and republican parties to engage our youth.” It will also be combined with GOTV activities. The free community event will be held on Saturday, Oct. 13 from 8:30 a.m. to 2 p.m. at the Waterfront Hotel in London Square. Breakfast and lunch will be provided. Tolbert asks members to “help youth in our communities get a “jumpstart” on college, career or volunteer opportunities. Chamber members can share their expertise, business or service on topics such as voting, volunteering, school success, college readiness, STEM opportunities, scholarships, skill trades, character and leadership development, financial planning, and more. Students also earn community service hours. OCP was founded in 1989, and is a volunteer nonprofit youth-centered agency that works with schools, churches, businesses and organizations to help our youth develop the knowledge, skills, a$itudes and behaviors they need to be successful in school, college, the workplace and within our communities. And, says Tolbert, “The organization provides scholarships to deserving youth, and recognizes individuals, businesses and agencies that make Oakland a be$er place to live, work and grow. This has been OCP’s mission since its inception. It has also received national, state and local recognition for its 23 years of volunteer service, thanks to the support of our fantastic partners.” For panelist, tabling or youth sponsoring information, email, call (510) 450-1844, or visit Chamber members are invited to a$end. Register online or via email.

Oakland, a city on the rise, was ▲ At the Inside Oakland breakfast (left to right): members of the theme of remarks made by the Chamber’s Public Policy CounMayor Jean Quan at the Chamcil Dan Cohen, Full Court Press; Jill ber’s Inside Oakland breakfast in Broadhurst, East Bay Rental HousAugust. Without the assistance of ing Association; John Gooding, notes, the Mayor covered a wide Quadric Group; Mayor Quan; range of subjects from efforts to Chamber Vice President and Pubkeep the A’s, Raiders and Warlic Policy Director Paul Junge (beriors to other economic develophind); and Public Policy Council ment efforts, public safety members Bielle Moore, Republic improvements and job creation. Services; Barbara Leslie, AT&T; One of the first topics the Mayor and David Tucker, Waste Management of Alameda County. covered was development of the Oakland Army Base, and she had good news to report. Just days before her appearance, the California Transportation Commission decided to commit $242 million in voter-approved Proposition 1B bond funding to the redevelopment of the base. This money will help transform the former base into a world-class trade and logistics center adjacent to the Port of Oakland, the leading export gateway on the West Coast. Another positive result of the development of the former base will be the creation of jobs – both construction and permanent jobs. Mayor Quan indicated the Job Training Center in West Oakland is on schedule to open in the next few months. She says the center will better coordinate the school-to-career link and help people in Oakland land the new jobs coming to the base. In speaking about crime and public safety, the Mayor expressed confidence that things were headed in the right direction. She also sounded optimistic about the negotiated settlement agreement (NSA) and the Federal Monitor overseeing the Oakland Police Department (OPD). While noting that the NSA started nine years ago with 55 areas for OPD improvement, the list is now down to five. The Mayor says that she hopes to get that down to three by the next court date in December, and with a new Police Information system in place soon she hoped to address the remaining three. The Mayor also spoke about the next Police Academy that will train the newest officers for OPD. She noted that of the 60 people entering the academy, 15 were women, 40 percent were bilingual and many were from a variety of minority groups. The Mayor said she hopes future applicants will have gone through a training program offered at Merritt College. In this way she hopes to save the city money (the Academy could be shortened because Academy attendees would have a similar base of knowledge), and she hoped it would also increase the number of recruits coming from Oakland.■ Paul Junge is the Chamber’s vice president and director of public policy.

Friday, Sept. 28 8:30 - 10 a.m. 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.


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, Sept. 26.

VISIT OUR WEBSITE AND REGISTER ONLINE Have questions? Contact Paul Junge at (510) 874-4817 or at

10 | OBR Oakland Business Review |


Oakland Raiders

> A totally revamped franchise tries to win on the field by Carl Steward

In the 11 months since legendary owner Al Davis’ death, the Oakland Raiders have undergone their most dramatic internal transformation in 50 years. In short, they’ve ditched the maverick approach and embraced a model that’s far more modern and mainstream.

No longer must every key organizational decision run through one autocratic – some would say eccentric – person. Like most National Football League clubs, the Raiders now possess a defined structure of authority, and the lines are no longer blurred between the football and business sides of the franchise.

While still doing much to ensure that the legacy of his father is never forgotten, new 57-year-old owner Mark Davis has charted his own distinct course in less than a year by taking a step back and delegating decision-making to individuals in their own specific areas of expertise. On the football side, in particular, the change has been wholesale. With the hiring of Green Bay Packers import Reggie McKenzie, there is a general manager in place for the first time in a generation. McKenzie promptly fired coach Hue Jackson at the end of the 2011 season and not only brought in his own man, he went against the Al Davis notion that offensive minds make the best head coaches. He hired a young defensive wizard in Dennis Allen (along with six new assistants), and even more surprising, brought him in from the rival Denver Broncos. McKenzie overhauled the scouting department as well, replacing several Al loyalists who’d been in the Carl Steward organization for more than three decades. Then he went to work on the roster, paring away expensive mistakes made by the elder Davis in the last years of his reign. But beyond the wholesale physical changes, the Raiders also changed the mood. Once secretive and distrustful of the media, the new administration has undertaken a whole new spirit of openness and cooperation, or at least as open and cooperative as an NFL club can be. The club has even expressed interest, if not excitement, about making a long-term commitment to Oakland, the only current Coliseum tenant to do so. So, with all this dramatic change, will it translate onto the football field for a franchise that has not had a winning record or even made the playoffs since 2002? Probably not, at least not right away. The Raiders, who faded to 8-8 in 2011 after looking early on like they’d turned the competitive corner, were already a young team that’s been made younger through McKenzie’s eye to the future. And while there is certainly talent on the roster, there is not a whole lot of overall depth at present. If nothing else, the Raiders do have a smart, experienced quarterback in 32year-old former No. 1 pick Carson Palmer. Acquired by the deposed Jackson in mid-season last year for a costly cache of draft choices and restructured salary, the new regime had no choice but to commit to Palmer but seems good with it. When healthy and motivated, Palmer is one of the best in the business, and unlike last year, when he came to the Raiders out of shape and unprepared and was forced into action by Jackson before he was probably ready to play, he’s in good condition now and he’s had a full training camp under his belt. He also has a fresh ally on the sidelines in new offensive coordinator Greg Knapp. But to have a better season than what many expect, the Raiders also need a rejuvenated season from fifth-year running back Darren McFadden, who has shown the capability to be an elite NFL performer but hasn’t been able to stay healthy enough to sustain it. He missed ten games in his first three seasons with a myriad of injuries, and nine more last year with a severe foot sprain after getting off to a sensational start. With Michael Bush having signed with Chicago in free agency, McFadden’s support now falls to explosive but inexperienced runners Mike Goodson and Taiwan Jones.

Similarly, the young receiving ▲ The defensive line is imposing, corps of Denarius Moore, Darrius led by Richard Seymour (left) and Tommy Kelly (right). Heyward-Bey and Jacoby Ford shows great promise, but health has been a concern. Both Moore and Ford have already suffered pre-season injuries that may delay or limit their progress early in the season. Defensively, the Raiders will be nothing if not intriguing. Long shackled by Davis’ strict demands for a man-to-man coverage ideology, Allen and new defensive coordinator Jason Tarver figure to employ far more modern zone techniques and multiple schemes in rebuilding a unit that has been wholly inefficient, particularly against the run, in recent seasons. The question is whether there is enough quality personnel to meet the new standards. Up front, highly paid mainstays Richard Seymour (age 32) and Tommy Kelly (age 31) aren’t getting any younger, although end LaMarr Houston is a potential budding star. The projected starting cornerbacks, Ron Bartell and Shawntae Spencer, are journeymen. There is depth and dynamism at safety with the trio of Tyvon Branch, Michael Huff and Mike Mitchell, but the linebacking corps is unsettled and undistinguished around middle man Rolando McClain. But while the changes inside the Oakland organization have been swift and sweeping, change on the field almost certainly will take longer. The best hope may be that the Raiders, under McKenzie and Allen, build a firm foundation that will serve as a springboard to future success. That would certainly be in line with the concerted goals of a wholly revamped franchise. ■ Carl Steward is a sports columnist for the Oakland Tribune and Bay Area News Group.

September 2012 | 11


Oakland Raiders

> Just stay, baby by Dan Cohen

Just stay. It’s a simple way to sum it all up.

Here’s how a good friend describes the Raiders’ experience. It describes why the Raiders are one of Oakland’s leading economic development lights and why we as a business community should do everything we can to keep them. "The three-hour drive to Oakland is worth every minute just to be a part of one of the most unique cultural celebrations in North America – a Raiders home game. Since the last game, a day has not gone by without a laughter-filled conversation about going to a Raiders game as a family. The Raider Nation is alive and well and the experience lives up to the all the hype." – Josh Cook, Chico, CA. The Raider Nation in Oakland is arguably the most passionate and loyal group of fans in the history of American sports. The team owns a storied history in Oakland, with championships in 1976 and 1980. Last season, nearly a half-million people came through the turnstiles, many from far beyond the I-880 corridor. Raider fans spend money in Oakland. Raider fans drive national visibility for Oakland. Raider fans hella love Oakland. The legacy of Al Davis looms large over the franchise, its fans and our city. Young fans are indoctrinated into the Raider Nation by learning some of Al Davis's (literally) trademarked slogans: "Pride and Poise," "Commitment to Excellence," and "Just Win, Baby." Photos of famed players hang in the lobby of the Tribune Tower. But Raider Nation is far more valuable than just slogans. The most recent Forbes NFL franchise valuations show 19 of 32 clubs being worth at least $1 billion. In Major League Baseball, only the Yankees

have a valuation of over $1 billion, as ranked by Forbes. And the economic importance of the Raiders makes it to the grassroots as well. During last year’s lockout, the NFL Players Association estimated that shutting down the league would cost each city $140 million in revenue. The NFL supports about 110,000 jobs in NFL cities and adds about $5 billion to the economies of those cities (according to Edgeworth Economics). Let’s be very clear, the Raiders are a nearly billion-dollar enterprise in the midst of our city. Shouldn’t we do everything we can to find them a new home in the city and grow jobs and the economy at the same time? Oakland is the epicenter of Bay Area sports. We host to the Raiders, the A’s and the Warriors. While two of the teams are making noises about leaving, the Raiders, by way of Amy Trask and Mark Davis, Al’s son, have consistently said that the city, the community, and the fans make this their number one choice for a home for generations to come. Our job as East Bay business leaders is to ensure it stays that way. Let’s win baby. P.S. – As an aside, if you have read this far, you know the value that the Oakland Business Review has to you, your business and your customers. Please take a moment to consider advertising in some of our upcoming editions and in our on-line properties. You’ll get huge bang for your marketing buck. ■ Dan Cohen, a principal at Full Court Press, a full-service public relations, public affairs and crisis communications agency in downtown Oakland, is a member of the Chamber’s Board of Directors and is chair of the Communications Department.

Just win, Raiders!

“Shouldn’t we do everything we can to find (the Raiders) a new home in the city and grow jobs and the economy at the same time?” – Dan Cohen

12 | OBR Oakland Business Review |

Full Court Press Communications


Oakland Raiders

> Raiders fans must follow

‘Code of Conduct’

The Oakland Raiders are asking all fans to create the most fan-friendly environment in the NFL. To ensure that all fans enjoy a safe environment, all who enter Coliseum and surrounding parking lots must obey a Code of Conduct. Failure to do so may result in ejection, revocation of ticket privileges, and/or arrest. Season ticket holders are responsible for the actions of those using their tickets. The lists below show the Raiders’ intent on having an environment in which all fans have a safe and enjoyable experience.

September 2012 | 13


Oakland Raiders

> What’s at stake if the Raiders go? by Catherine Arlin

2011 Fundraiser (pictured

The clock is ticking

left). TTO is a nonprofit

down when it comes

organization that is com-

to Oakland and the

mitted to the enrichment

East Bay keeping its

of youth and provides re-

professional sports

sources to help build

teams. The Warriors

strength into young peo-

recently announced

ple’s lives. This year the

their plans to move to

Raiders are getting be-

a new San Francisco

hind our schools. Ten

basketball arena in

percent of every season

2017 and the A’s have

ticket purchased and paid

never made it a secret

in full between May 1 and

that they want to take

June 30 was donated to

the team to San Jose.

The only team that expresses a desire to stay is the Raiders. Their lease expires after the 2013 season and they could be enticed away if it meant getting a new stadium elsewhere. Sadly, Oakland fans could have no pro teams left by 2017. What is at stake if the Raiders go? The Raiders are part of the fabric of Oakland and are part of the city’s identity. If you have ever attended a Raiders game you know there is nothing like it. Raiders fans are well costumed, loud, have an incredible camaraderie and a team spirit that is infectious. There would be the loss of jobs and revenue, but there is more at stake. Every year, professional sports organizations and athletes quietly contribute to local charities and events and sponsor community growth projects. Last year the Raiders teamed up with Tackling the Odds (TTO) in their

the our public schools. The NFL is dedicated to giving back to its communities, but few teams have shown such a bold commitment to their community as the Raiders. The city is doing all it can to keep the teams and has proposed Coliseum City, a 1,000-acre endeavor in East Oakland that would include venues for one, two or three of the teams, as well as a convention center, hotels and stores. The City Council approved spending $3.5 million last March for design work and an environmental review and has selected JRDV Urban International of Oakland to manage the plan. Mayor Quan is also exploring the idea of building a domed football stadium that would accommodate very large conventions. In the meantime, Save Oakland Sports, a grassroots organization, is pursuing nonprofit status to help raise funds and support for Coliseum City and hopes neighboring cities will step forward to help keep the teams. Former Raiders receiver Kenny Shedd, now an Oakland police officer, is on the group’s board of directors. He promises the community will come out to keep the teams in the city. Those of us at Colliers International invite other local businesses to partner with professional sports teams because they foster cohesiveness among community members. And, sports encourages persistence and hard work – ethics that are valued in the business world as well. Colliers International is a global leader in real estate services with more than 15,000 professionals operating out of 480 offices in 61 countries. Colliers provides a full range of services to real estate users, owners and investors worldwide including global corporate solutions, sales and lease brokerage, property and asset management, project management, hotel investment sales and consulting, property valuation and appraisal services, mortgage banking and insightful research. Colliers Parrish International, Inc., dba Colliers International, is headquartered in San Jose and has 11 offices in California and Nevada. For additional information visit ■ Catherine Arlin is the operations manager at Colliers International Oakland.

Building Oakland Together

Pipelines, Grading, Paving, Concrete, Landscape, Mechanical, Materials In Oakland since 1926 Phone: (510) 632-7676

14 | OBR Oakland Business Review |

A Whole New Ball Game Go Raiders (510 452-4565 233 Broadway, Oakland CA 94607


Oakland Raiders

> The Raiders – ‘We need to

support them in any way we can’ by Zack Wasserman

The city of Oakland and the Oakland Raiders are much alike – tough, scrappy, feared, disrespected, victorious over tough odds and committed to excellence. And that may explain the up and down relationship between the city and the Raiders – we are too much alike. Today, of all three athletic teams in Oakland, the Raiders are the one team that has demonstrated and is demonstrating that it wants to stay in Oakland. And yet we keep pursuing the teams that are running away from us more actively than we pursue the Raiders. Oakland is a little bit like the lost high school senior who keeps asking girls to the prom who say no, instead of asking the one beautiful girl who is saying yes. We, as a city and as a business community, need to say a loud “Yes – come to the Prom – the Promise of our City.” I think it is worth noting that Amy Trask is the only woman chief executive officer in the NFL – indeed the only woman CEO in major league sports. It is also worth noting that Al Davis was a major proponent of promoting women and minorities in sports. In the 1960s he refused to allow the Raiders to play in a preseason game in Mobile and an All Star Game in New Orleans because of the racial barriers in those cities. And in each instance the game was moved to a more progressive and tolerant city. In 1997 – 15 years ago – he made Amy Trask the Raiders CE0. The Raiders stand up to what they and we believe. Before I talk about how we say “Yes” to the Raiders, I want to address the benefits the Raiders bring to Oakland. Many of us have had the expe-

rience of being in distant places – both within and outside the United States – when we say we are from Oakland and the response – “Oh, the Raiders” – is always positive. There is a brand recognition that this team tries harder that resonates and echoes what we are doing in Oakland. The Raider Nation does reflect Oakland and the Raiders have been working very hard to make sure that they reflect all of Oakland. The Raider Code of Conduct, which emphasizes enthusiastic and peaceful support, is being enforced. The Raiders have reached out at their games, on their website, and in our community to make Raider games a family and kid friendly place, and in my experience at recent games they have succeeded. Painted faces are still there – and kids like painted faces. Beyond economics, beyond statistics, there is an issue of pride that can have a deep effect on how cities and the residents of cities see themselves. The presence of effective and aggressive athletic teams is an integral part of how we identify as a vital city. This is true for us with the Oakland A’s and the Warriors – but the team that best represents pride of place and perseverance in the face adversity is the Raiders. We need to support them in every way we can. So how can we – how should we - support the Raiders? The answer is simple. Buy tickets, buy season tickets, buy suites. As you evaluate your marketing, civic, and employee morale budgets, think about the Raiders. Taking employees, clients and potential clients to Raiders games is a great way to help your business and help our city stay vital, strong and committed to excellence. ■ Zack Wasserman, a partner at the Oakland-based law firm of Wendel, Rosen, Black & Dean LLP, is the ex-officio legal counsel of the Oakland Metropolitan Chamber of Commerce.

“So how can we – how should we – support the Raiders? Buy tickets, buy season tickets, buy suites.” – Zack Wasserman

September 2012 | 15


Oakland Raiders

> Raiders partner with Food

Bank to feed the hungry

Oakland Raiders linebacker Aaron Curry and defensive back Mike Mitchell recently teamed up with the Alameda County Community Food Bank (ACCFB) to raise food and funds. In exchange for a donation of 20 cans or $20, visitors and fans were treated to photos and autographs at the Raider Image on Hegenberger Road in Oakland.

Working with the Food Bank had ▲ Raiders linebacker Aaron Curry (far right) and defensive back Mike Mitchell special importance for Curry and was (uniform number 34) joined Raiderettes one of the reasons he chose to work and the Food Bank staff to help raise with the organization. “Well, the idea money and food for the hungry. is to be able to raise food and money for the Alameda County Food Bank,” explained Curry, “and it’s special to me because when I was growing up, when we didn’t have any food, we used the food bank. I realize how important they are to the community so we just came up with this great idea that we could raise food and money for the community of Alameda and Oakland so that people can eat when they’re starving.” Michael Altfest, communications manager for the ACCFB, explained the impact Curry is making by coming forward about using a food bank when he was a child. “The fact that a player is willing to come forward and talk about the issues that their family had faced back when they were younger, that does a lot for us, a lot for the community,” said Altfest. “It’s nothing to be ashamed of. There are a lot of people who face these struggles and the best thing anybody can do is come forward – and we’re here to help.” Curry wanted to share his idea with one of his teammates to help make a difference. “Mitchy was one of the first people I approached because I knew that this type of stuff is right down his alley,” said Curry. “He’s a great guy and he’s one of the guys that I kind of attached to since I’ve been here. As soon as I asked him whether he’d do it or not, he was like, ‘Yes, I’m there,’ right away. This is before he even checked his schedule or anything so I’m just excited that he’s here with me.” ACCFB was thrilled to have the players offer to help. “It’s awesome having Raiders players come support us,” said Altfest. “The Raiders have been such tremendous partners of our work. Hunger is a very prevalent problem in our community. But not enough people know about the issue, so to have players like Aaron and Mike come here and raise awareness for us, it’s awesome. ■

> Show your support –

‘Spirit Week’ set for Sept. 10-14 Mayor Jean Quan – joined by local and regional elected officials, business leaders and sports fans – shared details on “Oakland Loves Its Sports Teams” Spirit Week at a recent press conference and rally. Running Sept. 10-14, the civic pride campaign will salute the Oakland A’s and Oakland Raiders, both of which have home games that week, for being irreplaceable civic treasures that add significantly to the economy, identity, pride and culture of Oakland, Alameda County and the entire East Bay region. “We want to show the world the love we have for our sports teams,” said Mayor Jean Quan. “Oakland has the best fans, a supportive corporate and business community, and the most desirable, central location in the entire Bay Area. The teams are woven into the very fabric of our community and this campaign underscores how much they mean to us.” During the press conference and rally, which attracted scores of loyal sports fans, Mayor Quan was joined by City Administrator Deanna Santana, City Councilmembers Rebecca Kaplan and Libby Schaaf, San Ramon Vice Mayor Jim Livingstone, BART District 4 Director Robert Raburn, other civic and business leaders, former Raiders players, and others. “Our professional sports teams are crucial to the local economy,” said Santana. “Visitors traveling to Oakland for a game spend money at restaurants, hotels, car rental agencies, retailers and other local businesses. This contributes to an estimated $200 million spent annually by visitors to Alameda County and supports jobs for Oakland residents.” U.S. Representative Barbara Lee also added her support. “For decades our beloved Oakland A’s and Raiders have brought countless hours of joy and excitement to Bay Area families,” she said. “I commend the A’s and the Raiders for personifying teamwork, passion, perseverance and a commitment to excellence week after week. Acknowledging the A’s and Raiders contribution to the burgeoning Oakland economy, I remain committed to ensuring that this public-private partnership continues to flourish and bring Bay Area fans thrills and enjoyment for years to come.” The fan group “SaveOaklandSports” also announced that it is close to obtaining nonprofit status, enabling the grass-roots organization to raise funds for a stadium campaign. On Sept. 13 the group will hold its inaugural fundraising event at the legendary Ricky's Sports Theatre & Grill in San Leandro. For more information, please visit www.saveoak “SaveOaklandSports is committed to helping create a game plan to convince the Raiders, A's and Warriors that Oakland offers the nation’s best stadium location and opportunity, individual and corporate fan support and long-term economic stability for these iconic franchises," said Jim Zelinski, Raiders season ticket holder and co-founder of SaveOaklandSports. "We’re more than a cheerleading organization and are developing concrete approaches to increase ticket sales and revenue to build stadiums," Zelinski added. To ensure that the teams see and hear the message that “Oakland Loves Its Sports Teams,” the city of Oakland is leading the charge to galvanize public support. During Spirit Week, fans are encouraged to dress in their favorite Oakland team colors, pose with friends, family and co-workers at various Oakland locations and share their images on the city’s Facebook page at Thanks to the support of sponsors, the city of Oakland has produced a colorful rally card for fans to display at home or work and will team up with local business and merchant groups to circulate to shops, businesses and public venues all over town. Some 30,000 pre-printed cards will be handed out and a downloadable version will also be available online from both the city’s website ( and SaveOaklandSports ( ■


77 Hegenberger Rd. • Oakland, CA 94621 • (510) 638-7777

16 | OBR Oakland Business Review |


Oakland Raiders

> Some ‘words of wisdom’

for high school student-athletes

Oakland Raiders quarterback Terrelle Pryor, offensive lineman Stefen Wisniewski and running back Taiwan Jones recently worked with young, promising football players during NFL High School Player Development (H.S.P.D.) programs. Pryor and Wisniewski spent time with players from several different high schools at Laney College in Oakland, while Jones worked with students at Freedom High School in Oakley, California. “The NFL and the High School Player Development program is very big on NFL players and the development and the fundamentals they can bring to the table,” said NFL H.S.P.D. Regional Director Ryan Myers. “So when you have the Raiders and all these high schools right in the Raiders backyard, the ability to bring Raiders players out and be able to work with the kids directly, it just makes it that much better. And the kids, this is something they will never forget.” Pryor worked with quarterbacks and Wisniewski worked with offensive linemen. “It was a lot of fun,” said Wisniewski. “The O-line I was working with, they were real eager to learn. They were all paying attention, ‘yes sir, no sir.’ If I told them to say something, they said it. They were working real hard and you can see there’s a lot of talent out here, a lot of good kids.” Pryor, the second-year quarterback out of Ohio State, remembers his high school football days. “I think it’s important because I think the main thing is, and the most important thing is, I was them a long time ago,” said Pryor. “I was them years ago and so much information and knowledge that I know now, [I want to] show them the little that I know. It’s just great to get out here and see all the kids work and just get back with the kids.” Jones visited H.S.P.D. at Freedom High School on a field he is very familiar with. “I grew up in the Bay Area. I went to high school at Deer Valley High, so I’m very familiar with this area. I played against Freedom for the playoffs for my last year in ’07,” he said. “Today I just came back to my old stomping grounds, talking to a couple of teams about fundamentals, about respect, and some of the things it will take to get to where I am today.” The Eastern Washington product worked with the running backs and then spoke to the kids about the importance of respect. “I feel like respect, it’ll take you a long way in life,” said Jones. “Just as much as my talent, I feel like the way I carry myself and as much respect as I have for my elders, it got to where

I am today. You never know who’s ▲ Said Pryor, “I think it’s important because I think the watching you, who’s listening to you, main thing is, and the most so you always want to carry yourself in important thing is, I was them a respectful manner.” a long time ago.” Wisniewski spoke to his group of student-athletes about character. “I feel like our culture today, there are a lot of bad influences on what we’re supposed to do and there are a lot of messages about doing the right thing that kids this age need to hear,” he said. Pryor added on to Wisniewski’s message by emphasizing time management. “My biggest thing was time management, doing the right thing,” he said. “I just think being on time, being early, I think if they start now and they’re five minutes early, two minutes early, as long as you’re early, as you get older, whether you’re in the NFL or doing anything in business, it’s going to set the tone.” The three second-year players felt honored to have had a chance to inspire students. “I think it’s very important; the community is everything,” said Jones. “A lot of these kids need role models and words of wisdom can help them through their days. I’m glad I got the opportunity to be that guy today.” ■

> Lechler honored We celebrate the ‘Raiders’ spirit in all of us.

Wishes the Raiders a great 2012 season! (510) 409-3033

USA Football has selected Oakland Raiders punter Shane Lechler to its third annual USA Football All-Fundamentals Team, which honors 26 NFL players – 11 offense, 11 defense, four special teams – who exhibit exemplary football techniques for youth players to emulate. Employing proper technique, particularly when blocking and tackling, fosters better on-field performance and inherent safety benefits. Lechler’s extraordinary punting mechanics and leg action make him an important contributor to the Raiders’ success. ■

Wells Fargo wishes the Raiders a great 2012 season!

September 2012 | 17


Oakland Raiders

> Palmer – ‘We have a lot to prove’ The following is a recent conversation with quarterback Carson Palmer, who is entering his first full season with the Oakland Raiders.

Palmer: “Loved it. I heard that this is the best training camp in the NFL and I had heard great things, and it is drastically exceeding my expectations. It has been top notch from everything. You stay in a nice hotel, you have a comfortable bed, you’re not in a dorm room, the practice fields are awesome, the food is awesome, the weight room is awesome. Everything has been great and it has really allowed us to focus on football. From a player’s standpoint, you can’t ask for more.” ■ Reprinted with the permission of

> Did you know?

Q: Why are you so excited this year ▲ Much of the Raiders success rests on the arm of quarterback Carson to get things going with this team, Palmer. with this organization, this new era? Palmer: “For a ton of reasons. Like you said it’s a new regime, top to bottom, there’s been a ton of changes. The new offense is so exciting to be a quarterback in with the guys we have around myself, just with the way last year ended with the bitter taste in our mouths. Just a ton of reasons, there’s not just one or two reasons we’re excited. We have a lot to prove, we have a lot of guys that are hungry, a lot of guys that want to make their mark in this league and excited about the opportunities they have in front of them.” Q: You didn’t get to play with Darren McFadden at all last year and you’ve had a couple of months of practice and the off-season. What have you learned about him? Palmer: “I never had the chance to work with him at all last year, but everybody knows he’s fast and explosive…but the thing that’s impressed me the most is the leader he is. There are a lot of running backs (that) are kind of quiet and just sit back and get the ball and go, but Darren is the first guy in every line. He’s working hard, he’s encouraging guys; he’s a tremendous leader.” Q: Coming into the middle of the season last year was an adjustment period for you with the offense and getting to know the guys. Talk about the strides you’ve taken to get on the same page with the guys and are you seeing that they’re improving? Palmer: “Yes, but we have a really long way to go. There’s been things we really connected well on; there’ve been a couple of different routes we have ‘repped’ so many times that I’m starting to feel comfortable. I’m not completely comfortable until I do a certain route with a certain guy 50, 60, 70 times.” Q: When you look back at what you had to do, how difficult was it in retrospect now that you’ve had a chance to really see what you were able to accomplish? Palmer: “I really don’t take a whole lot of time to reflect on that. I’ve really just been so focused on the future and so focused on the new offense – studying, getting in shape, getting ready for training camp, and getting as far ahead of the curve as I could with a new playbook and a new offense in front of us.” Q: You have talked about how excited you are to get back and do some things you have done in the past – the bootlegs, and the things that go with this offense. Palmer: “Yeah, I did that a ton. Four days a week, I would do my conditioning running plays. I worked on that a lot, but until you get in a game situation and you have a tailback behind you and a receiver running the route, there’s no way to replicate that other than running it in practice. I’ve worked tremendously hard on it.” Q: How did you feeling about Napa and your first training camp with the Raiders?

Good Luck in 2012

• Defensive lineman Matt Shaughnessy played his senior year at the University of Wisconsin with a fractured leg and overcame a torn ACL at the end of his freshman season to start his final 39 games in succession. • Stefen Wisniewski, a 2011 second round draft choice and offensive lineman from Penn State, became the university’s first three-time Academic All-American. As a senior, he earned first team All-American honors from the NFL Draft Report and the American Football Coaches Association. • Running back Darren McFadden won back-to-back Doak Walker Awards at Arkansas (honoring the nation’s top running back), and became the only player in history to finish runner-up for the Heisman Trophy twice (to Troy Smith in 2006 and Tim Tebow in 2007). • Defensive back Michael Huff was the first player in University of Texas history to win the Thorpe Award, presented to the nation’s top defensive back. • Prior to joining Florida State and becoming its highly-touted track star, Raiders wide receiver and kick returner Jacoby Ford (below) clocked an incredible 4.126 in the 40-yard dash at the Fork Union College Coaches Combine, the fastest time of any player in a program that produced 87 NFL players and two Heisman Trophy winners. • At USC, quarterback Matt Leinart won the Heisman Trophy in 2004 in addition to three All-America awards, and went 37-2 as a three-year starter, including a 2-1 record with national championships on the line. • Linebacker Rolando McClain was named to the NFL All-Rookie team two years ago by The Sporting News last year. As a junior at the University of Alameda just four years ago, he was honored as the Butkus Award winner as the top linebacker in the nation and led the Crimson Tide to the BCA National Championship. ■

Let’s Go Raiders!

Visit us on the web at

18 | OBR Oakland Business Review |

go raiders

100 Filbert Street Oakland, CA 94607 510.444.7959


Oakland Raiders

> Oakland – The perfect vacation spot for Raiders fans (and foes) by Lindsay Wright

Oakland Raiders fans – and their foes – travel to Oakland from across the country to see the Silver & Black play at the Coliseum. But football is only one of the many things there are to see and do in Oakland. Hotels

More than a dozen hotels and motels are located in the Coliseum area, and they range from full-service hotels to affordable motels. Many of these properties have undergone extensive renovations in the past few years, and many offer a range of special amenities such as free breakfast, a pool and free wifi. Several properties also offer free shuttles to Oakland International Airport, the Coliseum/Oracle Arena, and the local BART station. By BART, visitors can easily visit other Oakland neighborhoods as well as Berkeley and San Francisco. Attractions

Before or after the game, visitors can check out some of Oakland’s exciting attractions: • Chabot Space & Science Center houses the largest public telescope in the western United States. The 86,000-square-foot center includes a 240seat planetarium and the large screen Tien MegaDome Theater. • Recently renovated and reimagined, the Oakland Museum of California is devoted to the arts, environment and history of California. Now through Nov. 25, visitors can enjoy "The 1968 Exhibit," highlighting the social, politi-

Good luck in the 2012 season! ABC Security Service, Inc.

cal and economic events that occurred during that controversial year. • The Oakland Zoo houses more than 440 native and exotic animals, and is the only zoo in Northern California to feature sun bears, the inspiration for Winnie the Pooh. • Dubbed the “Floating White House” and docked at Jack London Square, Franklin Delano Roosevelt’s presidential yacht “Potomac” is one of the few floating museums in the country. • Located in a vintage hangar at Oakland International Airport, the Oakland Aviation Museum displays artifacts, a flying boat and an Electra once flown by Amelia Earhart. • Children of all ages love Children’s Fairyland, a three-dimensional fantasy world where popular nursery rhymes come to life. Entertainment

Oakland loves music, and Oracle Arena has been home to such popular artists as Lady Gaga, Prince and Justin Bieber. ▲ Children’s Fairyland Virtually every night of the year there’s an is a three-dimensional act on stage at Yoshi’s Jazz Club at Jack London fantasy world where Square. This year, the legendary club celebrates popular nursery its 40th anniversary. rhymes come to life. In the new Uptown District, indie acts pack the Fox Theater while the Paramount shows range from classic movies to the Oakland East Bay Symphony. Oakland's burgeoning music scene includes some of the best local music in the country. You'll find great performances at smaller venues such as The New Parish, The Uptown Nightclub, Cafe Van Kleef and the Stork Club. High up in the hills, Woodminster Amphitheater hosts musicals and alfresco concerts, while CATS is on stage from Sept. 7-16. ■ Lindsay Wright is public relations and communications manager at Visit Oakland.

The following members of the Chamber’s Ambassador Committee wish the Oakland Raiders a winning season.

Yeda Altes

Victor O. Dominguez

Oakland Fire

Surf Clean

Department - Wildfire

Carpet & upholstery cleaning

Prevention & Assessment

(510) 383-3563


Here’s to a Winning Season

The Oakland Marriott City Center Wishes the Raiders a great 2012 season!

Go Raiders!

Fire safety:

Kristina Owyoung Charles Pankow Builders

Graig Brooks

(510) 379-1671

Jaguar Productions

(510) 432-1429 Andrew Thompson Marvin A. Clark

Merrill Lynch

First Building

(510) 208-3849

Maintenance Co.

(510) 482-8900 510.267.0852

1001 Broadway, Oakland, CA 94607 (510) 451-4000 |

Sigma Beta Club

Ron White

(510) 867-8436

LegalShield (510) 472-3200

September 2012 | 19

> Leadership – Leading the way

> Leadership Oakland 2012-2013

in your community

session calendar*

by Cat Brewer

Friday, Oct. 12, 2012, 8:30 a.m. – 3:00 p.m. Leadership Development Orientation Introduction to Leadership Oakland

• Meet fellow participants, learn about different communication styles, work together, and use outcome-based leadership practices. • Skill-based leadership training including the following competencies: Interpersonal communication styles and public speaking skills. Friday, Nov. 9, 2012, 8:30 a.m. – 4:00 p.m. City Neighborhoods Tour & Business Day • The day begins with a bus tour of th city’s diverse neighborhoods. Community leaders hop on board to give valuable insights along the way. • You have the opportunity to ask some of Oakland’s top business leaders why Oakland is both an attractive and challenging place to do business. • Discover business leaders’ philosophies for “doing business” in Oakland.

Have you ever wanted to learn more about the city in which you live or work, specifically Oakland? Have you ever wanted to feel more connected to what’s going on in your community and meet like-minded people? Do you have a desire to make positive change in your community but aren’t sure how to go about doing it?

If you answered “yes” to any of these questions, you might be interested in a Chamber of Commerce program called Leadership Oakland that focuses on knowledge, network, and know-how. Through the program, participants gain a better understanding of the city of Oakland, participate in valuable networking, and acquire the know-how to make change in your community. In order to know how to make Oakland a better city, one has to have knowledge of the various aspects of it. Participants of Leadership Oakland gain a working knowledge of the city and community by engaging in a nine-month program that pays particular attention to the following topics: Government, Education & Cultural Arts, Health & Human Services, Transportation & Environment, Business, Media & Communications and Public Safety. Key businesspeople, city officials, and top CEOs discuss and explain various issues specific to Oakland during each session, including a session devoted to exploring how to join a city Board or Commission or a Board of an active nonprofit. In addition to learning about the city, participants gain a new community with their classmates, creating a valuable network of contacts. Participants will build and foster relationships with up to 20 other individuals from diverse backgrounds – both personally and professionally – people they may not have met otherwise. These connections prove valuable for years to come, and increase after graduation by joining the LO Alumni Association, currently with more than 300 members. Moreover, not only do participants make connections with their cohorts, they also meet key people in the Oakland metropolitan area. These connections prove valuable because when you have an idea for change, you’ll know who to go to in the city to begin the process. And while fostering these relationships, participants get practice utilizing their leadership skills by facilitating sessions and exploring their own leadership styles in relation to others in a safe and respectful environment. After gaining knowledge and creating a network of associates, participants are equipped to make a difference because they acquire the know-how to make change in their community. This know-how comes from gaining inside knowledge of the workings of the city of Oakland by strengthening their own leadership style and skills and by fostering connections made with guest speakers and classmates. The Chamber urges its members to decide if gaining knowledge of the city of Oakland, creating a network of contacts with other participants and the key leaders in the city and community, and acquiring the knowhow to make change in your area appeals to you. If so join Leadership Oakland today! Space is still available for participants to join the 2012-2013 program. ■ Cat Brewer is the executive director of Leadership Oakland. She can be reached at or at (510) 755-0627.

Friday, Dec. 14, 2012, 8:30 a.m. – 4:00 p.m. Public Safety Learn about the Police Department’s community policing program, personal safety tips, and take a tour of the Office of Emergency Services while learning what the Oakland Fire Department is doing to prepare our citizens for the next major emergency.

Friday, Jan. 11, 2013, 8:30 a.m. – 4:00 p.m. Health & Human Services Learn about the current state of health care from health and medical representatives.

Friday, Feb. 8, 2013, 8:30 a.m. – 4:00 p.m. Arts & Education Day • Education will continue to be Oakland’s top issue. Learn why Oakland’s schools have suffered and who’s working to repair the damage. In addition, discover the many positive things happening in Oakland’s education system that the media doesn’t tell you. • Hear from a panel of arts professionals about the richness of Oakland’s art scene and why Oakland is a destination for arts, artisans, and art lovers. Weds., Feb. 13, 2013, 1:00 p.m. – 5:00 p.m. Boards & Commissions A presentation regarding how to get involved in government and nonprofit boards and commissions, and various Chamber committees.

Friday, March 8, 2013, 8:30 a.m. – 4:00 p.m. Transportation & Environment • Learn the future of transportation as California’s population reaches an all-time high and the Bay Area’s population reaches that of present day Los Angeles. Discover why Oakland is an international trade center and the challenges of the hipping and aviation industries. • In addition, learn about the latest in environmental studies and stewardship in Oakland. Friday, April 12, 2013, 8:30 a.m. – 4:00 p.m. Government Day • Meet elected officials and administrators from the City and County. • Learn about the city’s budget and legislative priorities. Friday, May 10, 2013, 8:30 a.m. – 4:00 p.m. Media & Communications Learn tips on communication with the media and find out how to get your story in print or on television. Understand how editors of major news publications in and around Oakland determine which stores make the news and which ones don’t. Includes tour of KTVU studios.

Friday, May 10, 2013, 5:30 p.m. – 7:30 p.m. Leadership Oakland graduation Leadership Oakland participants will be recognized for their achievements, take part in a graduation ceremony and have the opportunity to network with program sponsors, alumni, friends and family!

Weds. June 16, 2013, 9:30 a.m. – 11:00 a.m. Leadership Oakland program debriefing The graduating class of 2012 Leadership Oakland participants are asked to attend a debriefing session to provide their ideas on the programs strengths and offer areas for improvement on future program sessions.

Weds. June 16, 2013, 11:30 a.m. – 1:00 p.m. Chamber Annual Meeting Luncheon Leadership graduates will attend the Chamber’s Annual Meeting, where they will be recognized and congratulated. *Schedule may be revised at director’s discretion.

20 | OBR Oakland Business Review |


Women in Business

> Former Pandora exec Jessica Steel

to speak at Women in Business luncheon by Allison Rodman

The East Bay Women in Business Roundtable (EBWIBR) 2012 luncheon series, “Women Defining the East Bay Future,” will focus on the business start-up on Friday, Oct. 5. EBWIBR welcomes the telling of Pandora Internet Radio’s start-up story by former Pandora executive vice president of Business and Corporate Development, Jessica Steel. The luncheon will be held at the Waterfront Hotel in Jack London Square and will begin at 11:15 a.m. It concludes with networking until 1:30 p.m. The cost is $35 for Chamber members and $45 for nonJessica Steel members. Same day reservations increase the price by $10. Pandora is an Oakland-based, game-changing business that is the most popular personalized internet radio service in the world with more than 150 million users who listen through their computers, smart phones, TVs, and car dashboards. Steel, in eight short years, helped build Pandora from an early-stage start-up to a publicly-traded company with a household brand. She played a key role in building out Pandora’s strategic partnerships, including those with CE device manufacturers, automotive OEMs and suppliers, which were important in making Pandora available to listeners while they're on the go, via consumer electronics devices, including in the car for vehicle infotainment and in the home. Pandora's device deployments include all the major smartphone platforms and select home electronics such as Blu-ray players, home theater systems, connected TVs, and tabletop radios. Along the way she collected a list of "Start-up Lessons Learned" and "Career Guiding Principles.” She will share her insights on company building and career management – an amazing story about a business that infused love of music and curiosity into their grand plan and scaled it up into a worldwide phenomenon. Jessica Steel on success: “Every overnight success is seven years in the making. Things don’t happen in an instant. Great bands spend years playing for friends and family, perfecting their skills before they get their big break. It took over four years of Pandora working away on the music genome project before the company received significant funding to build a consumer product. During that time there was very little revenue, and no profits. Success is something that happens to you when you’re focused on something else. If your goal is simply to become successful you probably won’t reach it. You’ve got to figure out where you want to go and start moving there methodically and with passion.” Prior to joining Pandora, Steel ran business development for the international division of Overture Services (a $1.6B Yahoo-acquired company). Outside of work, she is a singersongwriter, writing under the name "Jessica Stone," with two full-length CDs released – Seven Letters (2002) and Melting (2009). In 2011 and 2012, Steel was named one of the Most Influential Women in Bay Area Business by the San Francisco Business Times and was honored by Billboard magazine with the 2011 Women In Music Award. To register for the Oct. 5 East Bay Women in Business Roundtable luncheon, visit or contact Amanda Medina at or at (510) 874-4800, ext. 319. ■

Allison Rodman, Community Relations Director AgeSong at Lake Merritt, an independent senior community and steering committee member of East Bay Women in Business Roundtable

Brandstorming 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.





Innovation: The key to total health

by Kim Y. Arnone

The East Bay Women in Business Roundtable (EBWIBR) recently delivered another rousing luncheon as part of its speaker series, “Women Defining the East Bay’s Future.” On Aug. 3, Kathy Lancaster, executive vice president of strategic planning and chief financial officer at Kaiser Permanente, addressed a large crowd of businesswomen and discussed how to achieve “Total Health.” Kaiser has, over the past decade, refreshed its brand to be!er reflect its philosophy. As a consequence, its “Thrive” campaign, among

▲ A number of business others, has been an enormous success and civic leaders were at communicating Kaiser’s mission: To on hand for last month’s provide high-quality, affordable health East Bay Women in care services and to improve the health Business Roundtable of its members and the communities it luncheon, which serves by making lives be!er. To featured guest speaker achieve its mission, Kaiser strives to Kathy Lancaster (fifth enable all persons in its community to from the left). Others achieve “Total Health.” pictured include members of the Women Lancaster explained that Total in Business Steering Health is a state of complete physical, Committee, Aliza Gallo mental, and social well-being. As a (fourth from the left, health care provider, Kaiser does not director of Oakland’s merely focus on caring for members Economic and Workforce who are sick. Rather, achievement of Development), and Total Health includes programs aimed Mayor Jean Quan. at staying healthy, returning to health from injury or illness, living well with chronic conditions and healthy aging. Lancaster emphasized that this is a total approach to well-being. The key to individual and institutional Total Health, she said, is innovation. Kaiser’s model focuses on innovation through hiring and training the right people, having up-to-date, accessible facilities, and being a leader in utilizing technology for health management. One example that Lancaster provided was Kaiser’s early adoption of electronic medical records: innovation driven by its people so that its members would be able to visit any Kaiser facility and their records would be at any caregiver’s fingertips. Although Kaiser’s innovative approach to health care for its members was discussed as part of Lancaster’s presentation, her central message was broader. Simply put, living a happy, active life is the key to Total Health. She encouraged the audience to reach for more, not to stress over everything, and to keep learning and doing. The next East Bay Women in Business Roundtable luncheon will be held on Friday, Oct. 5 and will feature Jessica Steel, singer-songwriter and former vice-president of business and corporate development at Pandora Internet Radio, speaking about “Start-Up Lessons Learned.” It is sure to be a popular event. Register early. Networking begins at 11:15 a.m. and the program begins at 11:45 a.m. The program concludes with additional networking until 1:30 p.m. The cost is $35 for Chamber members and $45 for non-members. Same day registration increases the price by $10. The event will be held at the Waterfront Hotel in Jack London Square. For questions or to register, visit or contact Amada Medina at (510) 874-4800, ext. 319 or at ■ Kim Y. Arnone is senior counsel at the law firm of Buchalter Nemer and is co-chair of the East Bay Women In Business Roundtable.

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

September 2012 | 21

> On the shores

of San Francisco Bay

The Chamber ventured out to neighboring San Leandro for the August After Five Reception hosted by The Marina Inn in San Leandro. Located right on the water at 68 Monarch Bay Drive and just ten minutes from Oakland International Airport, the inn looks out on beautiful yachts and expansive parks. The inn is situated on the bay alongside biking and hiking trails and is also close to the Monarch Bay 27 Hole Golf Course. Pictured at left at the mixer, which was shared with the San Leandro Chamber of Commerce, are (left to right) Hank Sullivan, president of Strategic Solutions and past chairman of the San Leandro Chamber; Janise Dawson, sales and marketing director of The Marina Inn; Cece Adams, membership director of the San Leandro Chamber; Joe Haraburda, president and chief executive officer of the Oakland Metropolitan Chamber; Dr. Sally Scrutchin, a chiropractor, San Leandro Chamber Board member and chair of its Ambassador Committee; and Dave Johnson, president and chief executive officer of the San Leandro Chamber of Commerce. ■

> Grant extends Broadway Shuttle through 2014

The city of Oakland’s popular Broadway Shuttle received a $723,000 Lifeline Transportation Program grant from the Metropolitan Transportation Commission and Alameda County Transportation Commission, ensuring that the iconic green vehicles will continue cruising along Broadway through calendar year 2014. Beginning in 2013, the shuttle will add three hours of evening service Monday through Thursday. That means downtown commuters working late shifts can use transit to get home, and folks enjoying downtown’s bustling nightlife and dining scenes will have this free transit option until 10 p.m. In addition to the new hours, the grant offsets the loss of redevelopment funds for the shuttle’s existing Monday through Friday 7 a.m. to 7 p.m. service. The shuttle will also continue operating to 1 a.m. on Friday and Saturday nights. “The shuttle is a big reason why we love Oakland and why we’ve been able to grow our company and hire more employees,” said Susan Hollingshead, vice president of Sungevity People for Sungevity, Inc., which employs 260 people at Jack London Square. “The expanded hours will make it easy for employees working late to get home or explore the hundreds of restaurants and nightspots around downtown.” Launched in August 2010 as an economic development tool to attract major employers and provide a boost to local businesses, the shuttle provides “lastmile” connections to office buildings and local businesses from downtown transit systems, including AC Transit, BART, Capitol Corridor Amtrak and the San Francisco Bay Ferry. In less than two years, the “Free B” has served more than one million passengers. ■

22 | OBR Oakland Business Review |

> Oakland Schools Foundation tops $20 million in fundraising for schools

While the start of a new school year is always full of promise, 2012-13 presents even more reason for optimism in Oakland. The Oakland Unified School District (OUSD) is California’s most improved urban district over the last seven years, and its “Community Schools, Thriving Students” strategic plan is creating partnerships across the city in support of Oakland’s public school students and their families. To help build on this momentum, the Oakland Schools Foundation (OSF) is committed to addressing the persistent resources gap facing OUSD and its schools in a state that spends nearly $3,000 less per student than the national average. Since its founding in 2003, OSF has helped more than 40 schools raise over $20 million in grants and individual giving, allowing Oakland’s most under-resourced schools to pay for critical programs and staff positions. The local education fund has raised money for literacy efforts, the arts, family engagement, experiential learning, and more. "The work OSF has done in bringing resources to flatland schools is a tremendous equity stance," says Life Academy of Health and Bioscience Principal Preston Thomas. "Our partnership with OSF comes from an authentic place: It’s all about what’s going to work for your school." A key piece of OSF's partnership with schools involves community outreach. As OUSD Superintendent Tony Smith shared in his keynote speech at an OSF Community Education Forum, "This district is leading the way in so many different ways. We've got to pull together, though, and we have to tell a different story." OSF helps schools do this by producing outreach materials that showcase Oakland's inspiring stories, several of which are celebrated in OSF's recent 2011-12 Yearbook. You can find it online at The Oakland Schools Foundation is a local education fund that secures and manages resources for Oakland public schools in order to support its vision of equity: that all students have the opportunity to achieve excellence. If you're interested in partnering with or supporting the Oakland Schools Foundation, contact OSF at (510) 842-3461 or make a donation by visiting If you're a business looking to support Oakland schools, consider joining OSF's 100:100 Club: OSF is an independent nonprofit with 501(c)(3) status. ■

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.

Breakfast at the Chamber Sept. 20 | hosted by U.S. Bank

After Five Reception Sept. 27 |

Women in Business Roundtable Luncheon Oct. 5 |

Hosted by Sequoyah Country Club

Power Breakfast Nov. 14 | Guest speaker Dr. Tony Smith

Guest speaker Jessica Steel

Keeping you connected and informed

10 | Economic Development Forum | 3 - 4:30 p.m.


RON FOREST Matson Navigation Co.


GARY FOSS Recology East Bay

Vice Chair MARIO CHIODO Chiodo Art Development DAN COHEN Full Court Press CHARISSA FRANK Swinerton Builders ERIC KISSHAUER Pankow Builders DAVID TUCKER Waste Management of Alameda County ZACK WASSERMAN Ex Officio Corporate Counsel Wendel, Rosen, Black & Dean LLP KEN WHITE Fidelity Roof Company MICHAEL ZIEMANN Summit Bank Immediate Past Chair JOHN NELSON murakami/Nelson




with AC Transit General Manager David Armijo

After Five Reception

No charge for Chamber members. $15 for non-members.

JOHN GOODING The Quadric Group STAN HEBERT California State University, East Bay

15 | Annual Golf Classic & Clinic Sequoyah Country Club, 4550 Heafey Road in the Oakland hills, 19th Hole Reception follows event

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


17 | Young Professionals Mixer | 5:30 - 7:30 p.m.

VICTORIA JONES The Clorox Company

location to be announced

ISAAC KOS-REED Port of Oakland

18 | Breakfast at the Chamber | 7:30 - 9 a.m.


an update of Chamber activities for prospective, new and long-time members


25 | After Five Reception | 5:30 - 7:30 p.m.

ART MARTINEZ Bank of America

Uptown Body & Fender, 401 - 26th St., just off Broadway, no charge for Chamber members, $15 for non-members

4550 Heafey Road in the Oakland hills

KEN MAXEY Comcast IKE MMEJE Alta Bates Summit Medical Center

26 | Inside Oakland Breakfast Forum | 8:30 - 10 a.m.


no charge for Chamber members, $10 for non-members

NATHANIEL OUBRE, JR. Kaiser Permanente


MICKY RANDHAWA Wells Fargo ELÑORA TENA WEBB, PH.D. Laney College RICHARD WHITE Fitzgerald Abbott & Beardsley LLC JOSEPH HARABURDA President and CEO

MARK EVERTON Waterfront Hotel / Miss Pearl’s



12 | Ambassador Committee meeting | noon - 1 p.m. 12 | Economic Development Forum | 3 - 4:30 p.m. Complete Sheets with Iris Starr (City of Oakland) and “Greening Your Business” with representatives from the San Francisco Public Utilities Commission and PG&E

18 | “Pulse of Oakland” breakfast

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.

|8 - 9:30 a.m.

release results of city-wide poll, Scott’s Seafood Grill & Bar at Jack London Square. $40 for members, $50 for non-members

18 | Nonprofit Roundtable Committee meeting | 2:30-4:30 p.m.


19 | Young Professionals Mixer | 5:30 - 7:30 p.m.

HANK MASLER, (510) 874-4808

location to be announced |

Design/Production Editor

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

20 | Breakfast at the Chamber | 7:30 - 9 a.m. sponsored by U.S. Bank, an update of Chamber activities for prospective, new and long-time members

25 | Chamber Seminar | 9 - 11 a.m. “Grow Your Business Through Email Marketing” – build the relationships that are the key to your business success with easy, inexpensive and highly effective email marketing, free for members

27 | After Five Reception | 5:30 - 7:30 p.m. Sequoyah Country Club, 4550 Heafey Road in the Oakland hills, no charge for Chamber members, $15 for non-members

28 | Inside Oakland Breakfast Forum | 8:30 - 10 a.m. no charge for Chamber members, $10 for non-members



5 | East Bay Women in

Business luncheon

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

featuring guest speaker Jessica Steel, executive vice president of Business & Corporate Development for Pandora, discussing “The New Era of Business: Technology Trends,” Waterfront Hotel in Jack London Square, $35 for Chamber members, $45 for non-members

10 | Ambassador Committee meeting | noon - 1 p.m.


2 | Chamber Day at the Races | First race begins at 12:45 p.m. Turf Club at Golden Gate Fields, $35 includes valet parking, admission and reserved seating, racing program and buffet.

14 | Power Breakfast | 8 - 9:30 a.m. featuring Tony Smith, superintendent of the Oakland Unified School District, Waterfront Hotel in Jack London Square

14 | Ambassador Committee meeting | noon - 1 p.m. 14 | Economic Development Forum | 3 - 4:30 p.m. 22 | Happy Thanksgiving! 30 | Pre-Holiday Parade celebration and tree lighting | 5 - 7 p.m.

Jack London Square



1| 13th Annual America’s Children’s Holiday Parade | Beginning at 2 p.m. downtown Oakland

September 2012 | 23


13th Annual Children’s Holiday Parade

> Joining the parade team GPS Connections has been appointed by the Oakland Metropolitan Chamber of Commerce to focus on parade outreach and sponsorships for the 2012 America's Children's Holiday Parade. GPS Connections was founded by Margaret Baggerly and Norma Kropelnicki, who have more than 20 years of combined sales and marketing expertise. Both founders are active with numerous business, professional, and nonprofit organizations, and are well respected as resourceful contacts and strategic partners. Their areas of expertise include fundraising, sponsorships, promotions, and event logistics. The company has established an exemplary reputation, reflected in their diverse list of clients such as the California Symphony, the Commonwealth Club, Bank of America/Merrill Lynch, The Housing Industry Foundation, The Power of Two, and Fenwick & West LLP. Join us in welcoming Margaret & Norma to the parade team...and send sponsorship referrals their way! Margaret Baggerly can be reached at (415) 269-5188 and at Norma Kropelnicki can be found at (650) 291-4182 and at ▲ Margaret Baggerly (left) and Norma@GPS-LeadThe Norma Kropelnicki promoted the ■ parade at the Chamber’s Business and Procurement Fair.

> Amber Lily to appear

at 2012 parade

Amber Lily, a 15-year-old Bay Area singer, songwriter, actress and dancer, will appear live at the 2012 America’s Children’s Holiday Parade on Saturday, Dec. 1. Just two years ago, Lily was one of five young artists from across the country chosen for the Radio Disney Season 3 N.B.T. (Next BIG Thing) showcase, and has had two singles debut nationwide on the Radio Disney Top 30 Countdown. Her hit single “Turn it On” was chosen for the season 2 premiere of the popular Disney Channel comedy “Shake It Up.” ■

> Tap Dancing Christmas Trees to appear at Macy’s Parade

This holiday season, in the Macy’s 86th annual Thanksgiving Day Parade, 45 tap dancing Christmas Trees from Alameda will hoof their way to Herald Square. The Tap Dancing Christmas Trees, which are annual crowd favorites in America’s Children’s Holiday Parade in Oakland, range in age from 15 to 74 and are directed by Pamm Drake. The 2012 America’s Children’s Holiday Parade, which will once again feature the “Trees,” will be held on Saturday, Dec. 1 beginning at 2 p.m. The 20-year-old performance group includes Drake, other ex-professional dancers, and students. The company began as a finale in its own Christmas shows and then found its niche performing for tree-lighting ceremonies in Bay Area communities. Now, after 20 years, their impressive resume includes three previous appearances in the Macy’s Thanksgiving Day Parade (2001, 2004 and 2007), the Hollywood Parade in 2010, and numerous appearances in the Oakland, Niles and Napa parades. The Tap Dancing Christmas Trees are fundraising for their trip to New York. To contribute, or for further information, contact Drake at (510) 339-3345. ■

24 | OBR Oakland Business Review |

> Local gold medal Olympians

to be honored at parade

Olympic gold medal winners Heather Petri, Melissa Seidemann and Jessica Steffens from the United States water polo team and Julie Nichols from the U.S. women’s rowing team will be honored guests at America’s Children’s Holiday Parade in Oakland on Saturday, Dec. 1. Petri, a native of Oakland who now resides in ▲ Gold Medal Olympians Heather Petri (left) Orinda, led the U.S. Jessica Steffens, and Julie Nichols (below). water polo team to its first-ever gold medal at the 2012 Olympics. Steffens is a San Francisco native who returned to competition after not competing in 2010 following shoulder surgery. Seidemann, a center and defender of the water polo team known as having a strong post game, defense and ability to hit outside shots, is a native of Walnut Creek. Nichols, a Livermore resident and UC Berkeley graduate, led the U.S. rowing team to a gold medal victory over Spain in London last month. Named U.S. Rowing’s 2011 Athlete of the Year, she’s currently a PhD student in mechanical engineering at UCLA. ■

Oakland Business Review September 2012 Issue  

Oakland Metropolitan Chamber of Commerce monthly newspaper, September 2012 Issue. Contains a special section on the Oakland Raiders