A New Beginning!
AN OFFICIAL PUBLICATION OF THE PITTSBURGH NORTH REGIONAL CHAMBER
Winter 2025
PNRC Staff
Director of Events and Programs
Lorry Perkins
Marketing & Programs Coordinator Matt Popchock
Membership Account Executive
Rachel Shepler
2025 PNRC Executive Committee
Chamber President
Denise Martin
Board Chair
Sheila Talarico
Chair Elect
Tom Baker
Vice Chair
Felipe Valdez
Foundation Chair
Jada Lehman
Secretary
Beth Machine
Treasurer
Steven W. Diffenderfer
2025 PNRC Board of Directors
Tracy Armstrong
Nadia Bloom
Jackie Boggs
Louis Civitarese
Sherrie
Dunlap Gallagher
Lisa Hunt
Donna Kline
Ryan Kociela
Annie Mersing
Nate Musselman
Amy Smith
Bradley Wilkins
Cover photo (left-right): Past PNRC Board Member Kathleen Kuznicki, Lorry Perkins, Denise Martin, Rachel Shepler, Matt Popchock, Past PNRC President Jim Boltz, Amy Smith, Donna Kline, Nadia Bloom
Special thanks to our Chamber Partners
Contact Denise Martin, Chamber President, at 724-934-9700 x16 for more information on becoming a Chamber Partner.
Dear Chamber Members,
A Letter from the President
First, I want to wish you all a very Happy New Year! As the cover of Corridors states, we are in a season of “new beginnings.” I have been blessed with a new role as President of the PRNC, and much of my first six months were focused on operations, membership needs, our position in the region, and hiring a brand-new staff.
I distinctly asked God to please send me the “helpers”—people who had a passion for the growth and success of our organization and communities. I prayed for a welcoming personality who would engage with our members with a spirit of joy and warmth; a skilled storyteller who could manage our social media and digital reach with humor and a heartbeat; and a seasoned professional who could elevate our events with elegance and excellence. It is my honor to introduce you to my “answered prayers.”
Rachel Shepler, Membership Account Executive, brings a warm and welcoming personality with approachability and a shining smile. She has a keen interest in building sincere partnerships, understanding the needs of our members, and meeting with prospects who have an interest in the Chamber. She is endearingly thoughtful, with hand-written notes or small tokens that show her true appreciation for people and long-lasting friendships.
Matt Popchock, Marketing & Programs Coordinator, has a laser-focused interest in collecting user data and understanding trends to enhance our social media and digital reach. His lively and humorous content brings a fresh feel and new life to our storytelling. Matt is quick-witted, hard-working, and handles every task with determination and precision. His answer is always, “Yes, I can figure that out.”
Lorry Perkins, Director of Events and Programs, brings 25+ years of experience in executing high-level, revenue-generating events for nonprofit organizations. Her attention to detail and planning is geared to ensuring our members are excited, engaged, and truly enjoy our signature events. She is a relationship-builder, fostering meaningful connections with our members and partners to ensure the longevity of the Chamber. Her energy and passion are evident to all who know her, and she has dedicated over a decade of selfless volunteer service to the Chamber.
I am blessed to move into this New Year with these beautiful “helpers” who are now fondly called my Work Family. We have so many exciting things planned for you, our valued members, and I hope you know how much we care about and appreciate each one of you.
Everything we do is for you. We want to help you get connected, celebrate your milestones, educate and advocate however needed, and create an environment for your success. Please reach out to us, stop by and visit our offices, and share in the excitement and possibilities of this “New Beginning.”
With gratitude and all my best,
Denise Martin President, PNRC
A Letter from the Editor
Dear Valued PNRC Member,
There is an apt quotation by comedian and filmmaker Woody Allen that I’ve turned over in my head many times: “If you want to make God laugh, tell Him your plans.”
In the ample time I spent looking for a new job, prior to the summer of 2024, I never planned on working for a chamber of commerce, let alone the one in my own backyard. I knew that a chamber of commerce was a thing that existed. But I never really understood or appreciated how one operated until I walked through the doors of the Pittsburgh North Regional Chamber. And once I stepped through, I’m glad I never looked back.
I am careful to use the euphemism “dream job” to describe my role in the Chamber, because no job is without its challenges and/or inherent stressors. Having said that, I still can’t quite wrap my head around how fortunate I’ve been to become a member of this organization. Every day has been an opportunity for me to showcase my natural and degreed skillsets, and every day has been an opportunity to be loved and appreciated by a noble, unselfish group of professionals I have come to know as my work family. Make no mistake, the feeling is mutual.
I’ve been previously employed by companies with very siloed goals that offered no substantial benefit to the masses obligated to pursue them. This place is different. It’s an honor to serve an organization whose members are actively working, as one, to publicly advocate for each other, and to improve the quality of life for everybody in our region.
Special thanks to all our contributing writers and sponsors, to Lorry Perkins, our Director of Events and Programs; Rachel Shepler, our Membership Account Executive; Debbie Raible, our Manager of Special Projects; and most of all, to Karen McFarland and the Pittsburgh North branch of Express Employment Professionals, and to Denise Martin, our Chamber President, for believing in me—so much, in fact, that she’s letting me attempt to publish a digital magazine for the first time in my career.
I’d also like to thank Denise and our Board of Directors for their incredible patience over the past several months while each of us settles into our new positions. It is my hope that you will be equally patient with this reimagined anthology while we give it time to grow.
Sincerely,
Matt Popchock
Marketing & Programs Coordinator Pittsburgh North Regional Chamber
Up, Up, and Away!
If any of you have booked flights, flown, and have not experienced some of the woes of air travel, consider yourselves lucky.
By Jewel Rozanski Co-Owner, Cultured Travel LLC
Of course, there are things we can not control, like weather, mechanical issues, no crew, and so on, and I can’t promise you will always find a cheap flight everywhere. But if you follow my tips, hopefully, some stress will be alleviated.
The most important thing is timing.
To get the best price, the rule of thumb is to book your tickets and fly on Tuesdays or Wednesdays, as people often browse for tickets and fly on weekends.
Clearing your cookies or search history when looking for flights can also save you money. If it is noticed that you keep looking at the same site for the same flights, the price may increase.
I had this happen to me once, with the price doubling in a matter of seconds. I cleared my cookies, searched the next day, and the price went back down.
Booking flights approximately three to four months in advance is advisable. There are some great apps out there, like Hopper, which will notify you when to book to get the best price.
Fly out early in the morning to help you avoid delays. When flights end up getting behind for whatever reason, this has a domino effect, so the early bird can definitely get the worm here.
If you have a layover or connection, leave yourself ample time. Domestically, I never book a flight itinerary with less than an hour (or, ideally, two) between flights, and internationally, three to four hours. Some airports have a 20-30 minute walk from one gate to the next.
Also, if your flight is delayed from your departure airport, and you have a short connection time, you will miss your next flight. Did you know the doors for flights close 15 minutes prior to departure? They do—even if you are standing at your gate with the airplane still at the bottom of the ramp.
The last thing I want to mention is the class and refund policy of the ticket you are looking to purchase. When you find the cheapest flight from any source, basic economy, or the lowest class fare, is usually what you see first.
These tickets typically have no refundability, nor changeability—or perhaps they do, but for a hefty fee. It can be worth a few extra dollars to make sure you can get an airline credit if you have to cancel and have the ability to change the flight without penalty.
I hope as you are planning your next vacation for this spring or summer and booking airfare, you will find these tips helpful! ■
Facebook: @culturEDtravel
Instagram: @cultur.ed.travel
Creating Value in Employee Benefits
By Renay Gontis Communications Coordinator, My Benefit Advisor
In recent years, it has become apparent that the traditional principles pertaining to “value” in workplace benefits have changed. The reality that many employers have begun to embrace is twofold:
1. Employees are not just workers, but real people. 2. A person’s job is a component of their life, not separate and distinct from it.
As a result, employers have realized the need to deliver both value and purpose in their benefit portfolios. To do this, in face of the economic and business uncertainties facing them, organizations are strategically redirecting their benefit expenditures on things that matter most to their employees. They are seeking to understand what employees prefer and value, eliminating underutilized and less relevant benefits, while focusing on improving wellbeing outcomes in a cost-effective manner.
Behind salary, most employees rate benefits, empathy and flexibility in their position responsibilities as most important when evaluating either their current job or future employment opportunities. As a result, employers are evaluating their benefit programs to assure they are properly designed to help keep employees feeling safe, protected and prepared for any health concerns that may arise.
Additionally, business leaders continue to embrace flexibility both in the workplace and in the benefit programs offered to accommodate the needs of their staff.
The Pittsburgh North Regional Chamber offers its members access to My Benefit Advisor as a solution for employee benefits, including voluntary offerings.
For more information about My Benefit Advisor, visit our website or contact Craig Pritts at 800-377-3536. ■
Don’t Let a Messy Network Become a Costly Disaster
Your SMB Spring Clean Guide
By Paulette Duderstadt Marketing Officer, Black Bottle IT
As spring approaches, small and medium-sized businesses should extend their cleaning beyond physical spaces to include digital environments.
This comprehensive cybersecurity spring cleaning guide will help protect your business from emerging threats while streamlining operations.
Start with Password Hygiene
Begin by conducting a company-wide password audit. Implement password managers for all employees and require complex passwords with minimum 12-character lengths. Enable two-factor authentication across all business applications, especially financial and customer data systems.
Clean Up User Access
Review and revoke access for former employees, contractors, and vendors. Update permission levels for current staff to ensure they only have access to systems necessary for their roles. Document all access changes in a centralized system.
Update and Patch Everything
Schedule automatic updates for all software, operating systems, and security tools. Don’t forget about often-overlooked items like printers, routers, and IoT devices. Remove unused applications and outdated software that could create security vulnerabilities.
Backup and Recovery Check
Test your backup systems to verify they’re working correctly. Store backups in multiple locations, including at least one offline option. Create and document a disaster recovery plan that all employees can easily access and understand.
Train Your Team
Schedule refresher cybersecurity training for all staff members. Cover recent phishing tactics, safe remote work practices, and proper data handling procedures. Make security awareness an ongoing conversation rather than a one-time event.
This annual digital spring cleaning will help protect your business from cyber threats while improving operational efficiency. By maintaining good cybersecurity hygiene, you’ll create a stronger foundation for your company’s continued growth and success.
To get started, ask Black Bottle IT team of experts to visit your business to conduct a risk assessment. When companies trust Black Bottle IT, you will:
• Meet regulatory requirements and industry standards
• Build trust with customers and partners
• Establish robust security and process frameworks
• Reduce operational risks and
• Reduce costs
Call us at 800-214-0957, email us at info@blackbottleit.com or visit BlackBottleIT.com today to get started. ■
Why Your Small Business Cash Flow is Important for Funding
Whether you’re looking for funding for your business or just want to manage it as effectively as possible, cash flow is critical.
By Steve Meredith Assistant Vice President, Pursuit
Cash flow is what’s left after you pay all your normal daily expenses. Your business’s cash flow tells a lender how much debt your business can successfully handle and how much is left to be reinvested into your business.
Why is cash flow so important to lenders?
Of all the key factors lenders consider, cash flow is always one of the top considerations. Cash flow gives potential lenders a picture of your business’s ability to repay a loan. It shows that your business brings in enough money to cover the costs of your current business debt as well as the cost of a new loan.
As your business grows, your cash flow should exceed the amount needed to pay your debts. This is because you should use some of your business’s cash flow to fund your growth without borrowing.
For the lender, it starts with the numbers.
From the lender’s perspective, your financial information (such as tax returns and internally prepared interim financial statements) tells the cash flow story for your loan decision. Sometimes, the outlook and history of the business that you verbally tell the lender doesn’t match the story your financial information shows.
For that reason, accurate financials and proper tax filings are essential. Work in partnership with your accountant to ensure that your business financials truly reflect your business. Otherwise, it can distort your small business’s cash flow picture, and lenders will have to deny applications when they can’t back up the financial risks with reliable paperwork
Taking on “responsible debt” – debt that has manageable interest rates and repayment terms – is a hallmark of good cash flow management and ultimately helps businesses grow. However, loans with unreasonable repayment terms or high interest rates erode cash flow and hinder early-stage survival and future growth.
(Continued on page 10)
Accurate cash flow forecasts are essential
Your historic cash flow is one of the key indicators of current and future business success. If you’re looking for a loan to expand your business, resulting in new sources of income, your lender will first look to see if your past cash flow is enough to repay the expansion debt being requested.
You’ll need to prepare projected cash flow financial statements to show the new loan’s effect on future income and expenses. Your accountant should show that your business’s future growth is accurately represented in your financial projections.
Understanding and explaining the ebbs and flows of your business’s cash cycles is critical. Your story for planned future growth is based on the assumptions you expect to translate into actual performance.
Your assumptions must be supported with sound financial projections. When your story and assumptions are understood by the lender, and the lender sees that these are attainable goals, you increase your odds of loan approval! ■
Contact Pursuit’s Cranberry Township office weekdays 8:30 a.m.-5:00 p.m. at 412-491-9697.
Should You Invest in Home Staging?
Home staging is a marketing tool used to showcase living spaces for maximum visual appeal, function and purpose. It is a crucial part of preparing a residence for sale in the real estate market, even in a seller’s market.
By Roberta Schwarzbach Owner, Set The Stage Pittsburgh 3 Rivers
If there were a reliable way to facilitate a faster sale of a property, wouldn’t it be in the best interest of the seller to use it?
Read on to learn how home staging is one such proven method that can contribute to expediting the sale process.
What is the goal of home staging?
Home staging aims to appeal to potential buyers by showcasing the home’s best features to sell it more quickly and for a higher price. It is important to remember the psychology involved in buying a home. Buyers are not looking for a warehouse space, they are looking for a living space.
While an empty house may offer a blank canvas, often it is hard for a potential buyer to visualize how the space can be used.
Home staging transforms that canvas into a compelling vision of a livable, desirable home, whether they picture family gatherings, personal milestones, or daily routines. Eighty-two percent of buyer’s agents said staging helped their clients visualize the property as their home, according to the National Association of REALTORS® 2021 Profile of Home Staging. This emotional connection can influence their willingness to invest in a particular property.
(Continued on page 11)
What is involved in home staging?
• Assessment and Consultation: A professional home stager begins by assessing the property, considering its layout, architectural style, and target market. They then provide recommendations on how to enhance its appeal.
• Depersonalizing: The stager advises the homeowner to remove personal items and excess furniture. This helps create a clean, spacious look that allows potential buyers to visualize themselves in the home.
• Minor Repairs and Improvements: Addressing minor repairs, such as fixing leaky faucets, replacing broken tiles, or touching up paint, is crucial. These small improvements can make a big difference in the perceived value of the property.
• Furniture Arrangement: In an inhabited home, existing furniture may be rearranged or supplemented to optimize the flow of each room. In a vacant home, furniture is brought in and placed so that spaces appear open and inviting, while also highlighting the functionality of each area.
• Decor and Accessories: Strategic placement of decor such as artwork, rugs, pillows, and plants can add warmth and character to rooms. These elements help create a cohesive and visually appealing atmosphere for potential buyers.
• Curb Appeal: The exterior of the home is equally important. Stagers may recommend improvements to landscaping, exterior paint, and entryway decor to create a positive first impression.
• Photography and Marketing: Once staged, professional photographers capture high-quality images of the property. These images are used in online listings and marketing materials to attract potential buyers.
Is home staging the same as interior design?
They are not the same, and they have very distinct purposes. Home staging is a process used to appeal to the widest audience of potential buyers possible so that they can see what the space is capable of.
Interior design and decorating customize the space for the new homeowner once the property is sold. Decorating and designing are ideal for living, while staging is used for selling.
Should I professionally stage my home?
In summary, home staging is a strategic investment that pays off by making a property more attractive and appealing to potential buyers. It helps create a positive impression, fosters emotional connections, and accelerates the selling process while potentially increasing the final sale price.
Home stagers work in tandem with realtors to help a property stand out in a competitive real estate market and potentially command a higher sale price and faster sale.
Click here to learn more about home staging and how Set The Stage can make your house shine. ■
Instagram: @setthestage_pittsburgh3rivers
Our annual Women’s Leadership Brunch continues to inspire and engage our strong women business leaders throughout the Pittsburgh North region. This signature event brings together more than 130 (and growing!) intelligent, courageous, fierce, creative and professional women in an energetic environment where friendships and relationships blossom and bloom.
Along with a traditional brunch buffet, the event includes a panel of diverse, exceptional women with unique backgrounds, careers, and stories to further inspire and motivate a culture of inclusivity and sisterhood.
Guests will also participate in a “meet and move,” which is a well-organized table rotation that gives all attendees an opportunity to network with each other.
Sponsorship Opportunities:
Gold Sponsor ($2,500)
• Recognition in advanced publicity, social media, and printed materials as a Gold Sponsor
• Visual and verbal recognition at the event
• Logo/hyperlink on the Chamber website event page
• Half page ad in event program distributed to guests
• Eight (8) tickets to the event with a reserved table in a premium location
Silver Sponsor ($1,500)
• Recognition in advanced publicity, social media and printed materials as a Silver Sponsor
• Visual and verbal recognition at the event
• Logo/hyperlink on the Chamber website event page
• Six (6) tickets to the event
Table of 8
• Member $440
• Non-member $520
Individual Tickets
• Member $55
• Non-member $65
2025 Women’s Leadership Brunch Panelists
Melanie Marie Boyer is the Executive Director of the Pittsburgh Metropolitan Area Hispanic Chamber of Commerce and Foundation. A Colombian and U.S. citizen, she is an entrepreneur in fintech, energy, and commodities, and a graduate of CALU and Duquesne University. She serves on government advisory boards as well as local, national, and corporate advisory boards and committees and has earned numerous national awards, including the NFL Hispanic Heritage Leadership Award, recognizing her individual contributions and impact. Melanie’s work focuses on fostering progress and prosperity through strategic partnerships.
Jackie Hooper Danko is the Founder of Sound Advice Entertainment, a premier Pittsburgh-based company. With over a decade of experience in the entertainment industry, Jackie has built Sound Advice Entertainment into a trusted name known for delivering high-quality entertainment that elevates events and leaves lasting impressions. She actively speaks to groups about overcoming obstacles, embracing resilience, and finding the courage to pursue one’s dreams—especially for women in leadership and entrepreneurship. Jackie looks forward to sharing her insights on leadership, entrepreneurship, and overcoming industry challenges to create opportunities for growth and success.
Valerie Townsend is the Director of Airport Security for the Allegheny County Airport Authority (ACAA), where she oversees all cybersecurity, security controls, governance, policies and procedures at Pittsburgh International Airport. Before joining ACAA, Valerie served as the Chief of Police at Chatham University for nearly four years, and she also spent over a decade working within the Department of Homeland Security at TSA Headquarters in Arlington, Virginia, where she served as a sector chief. A University of Pittsburgh graduate, Valerie is a licensed private detective and has owned her own private security business, specializing in personal protection, since 2014.
