April 2017
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April C O N T E N T S
Letter from the Editor ............................................................. 6
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Past SWM Events ..................................................................... 7 Fashion Forward: Being a Brand Ambassador.................... 8 Syracuse Eats: Oompa Loompyas ..................................... 10
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WBOC Leading Woman: Amanda Funk ........................... 15 Special Feature: 15 Years of the WISE Symposium ......... 16 Special Feature: Ronald McDonald House Charities of CNY ................................................................... 22
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CNY Latina: Gabriela Escalante.......................................... 25 In Her Own Words: Notes from the Board...............................26 Cover Story: Natalie Evans and Jennifer Walls................. 29
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For a Good Cause: InterFaith Works .............................. 36 Special Feature: The Business of Writing...........................38 Inspire: Me’Shae Brooks-Rolling ........................................ 44 Inspire: Elizabeth Rotundo .................................................. 48
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Upcoming Events ................................................................. 52 Movers and Shakers ............................................................. 55
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LETTER from the Editor S
W
hen I interview entrepreneurs, regardless of their field, I usually walk away from the conversation with a few similar thoughts running through my mind. 1) Wow. That woman is amazing. I swear I could see the Superwoman logo shining through her top. Throughout the rest of my day, I typically mention my new hero in conversation with several friends or family members, because the story is just too good not to share. 2) How? How did she conceive those ideas? Her brain must be a supercomputer! How does she have time to do everything she does, and still sleep, and eat, and talk with me? 3) Wait, what? She compared what I do to what she does. No. No way am I that cool. The first two thoughts always cross my mind, and not just after I talk to entrepreneurs. It’s after most interviews. I’m lucky. We have some pretty amazing women in this city, and I get to pick their brains daily. There’s not always cause for the third thought, but more often than I would have guessed, people do compare being an editor with being an entrepreneur. I guess in a literal interpretation, it makes sense. I do oversee the creation of a new product every month. But it’s not a concept, a brand or a company that I’ve created from scratch, like those of the people I interview. After almost a year and a half of getting perspective from these entrepreneurial leaders — and thinking about that third thought — I do have some insight. Maybe I’m not what I would have defined as “entrepreneur.” But I think my definition of entrepreneur is shifting. I’m starting to believe it’s more a school of creative, innovative and unique thought. It comes down to this: in my opinion, everyone has an inspiring story, and everyone has the potential to bring something creative, innovative and unique to the table. Therefore, everyone has the potential to be entrepreneurial. It just takes inspiration and drive. Take our cover women, The Sweet Praxis co-owners and founders, Natalie Evans and Jennifer Walls. They created their brand to fill a gap they saw in the Syracuse baked goods scene. Now, after six years in business, they’re in their first year at a brick-and-mortar location in downtown Syracuse. Turn to this month’s WBOC Leading Woman, Amanda Funk. Amanda runs The Funk & Jackson Group, and aims to use her unique marketing skill set to help other entrepreneurs and small business owners succeed. Think about all the women helped by the WISE Women’s Business Center and its annual symposium (see you at this year’s on Tuesday, April 25 at Sky Armory, by the way). In this issue, we gleaned insight from a handful of WISE’s advisory board members with In Her Own Words, and glanced back at the symposium’s history. My advice to you, reader, from one entrepreneur to another (since we’ve established we’re all entrepreneurs here): flip through this issue, learn these women’s stories, get inspired and go follow your own creative, innovative and unique ideas!
Lorna
On Our Cover: Natalie Evans and Jennifer Walls were photographed by Alice G. Patterson of Alice G. Patterson Photography at The Sweet Praxis in downtown Syracuse. Special thanks to Jillain Pastella Salomone, owner of J. Luxe Salon, for Natalie’s and Jennifer’s makeup styling.
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Editor Lorna Oppedisano
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Photography Laura Brazak Dan Doyle Alexis Emm Enfoque Images Delores Holloway
CONTRIBUTING WRITERS Riley Bunch Alison Grimes Kate D. Mahoney Samantha Mendoza Lorna Oppedisano Ann Marie Stonecypher Kathryn Walsh
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PAST SWM Events
On February 19, the area’s salons competed in Blowout 2017 “FreeForm”at the Landmark Theater. The event benefited ACR Health. This year’s winner was Donna Latino of Fringe Salon. Photography by Laura Brazak. On March 1, the WBOC held its monthly meeting at the Genesee Grande Hotel.
April 2017
Speaker Ellen Griffin, co-owner of Fleet Feet Sports in Syracuse, presented the program “When One Plus One Equals Five: The Value of One Good Hire.” Photography by Enfoque Images.
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FASHION FORWARD Being a Brand Ambassador
The Value of You By Ann Marie Stonecypher
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Photography by Dan Doyle
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’ve said it before and I’ll say it again: “You are your brand.” How you dress is an absolute extension of that distinct brand. What are you projecting as your No. 1 Brand Ambassador — a mantle of self confidence or the air of “I don’t care”? Perception shapes reality, whether we like it or not. I asked WISE Women’s Business Center director Joanne Lenweaver for her thoughts on this topic, and she agreed. Joanne said: “I believe dressing is design. Design is communication. You communicate a statement, whether you intend it or not. Choose to design your life!” When you shop at Bloomingdales, Lord & Taylor or any highend establishment, you expect a certain appearance of both the store and its employees. The bar is set high. That high standard promotes an image of competence and integrity in their brand. Why not steal the concept? It works! Dressing like a sharp business owner doesn’t mean being stuffy or losing your femininity. The versatile suit on AMS model Amy Freinberg-Trufas is a great example. Amy opted for timeless gray, adding a bold pop of color and pattern with her lovely blouse. She’s still the star, but her clothing says she’s put together and confident. She puts thought into both what she does and how she presents herself. Fashion Note: This gray pantsuit is the perfect wardrobe addition. You can wear it in the summer or winter by switching up the accessories. Opt for a turtleneck and boots in the colder months, or a lighter weight top when the weather gets warmer — just make sure it’s work appropriate. This doesn’t mean you should dress like our model regardless of your occupation. A creative field — like interior design or hair styling — can be reflected in your choice of outfit. Local designer Michelle DaRin is a perfect example. When you first meet Michelle, you can tell she’s an artistic person. From hair and makeup to whatever clothes and amazing self-created jewelry she’s wearing, everything about her screams “I am an artist!” She IS her brand and represents it to perfection. Consider this: you bid on a job and bring your A game, but your competition does, too. Your client has to choose who they want to collaborate with and bring in front of their clients. You’re now being considered to represent someone else’s brand. These are the times when personal presentation can play an even more critical role. It’s no longer just about you. There are many things you can’t control — your competition, the weather, unreturned phone calls and emails — but you can control how you are perceived as the single most powerful harbinger of your brand. When creating a presentation, you take time to pick the right colors, borders and transitions — why? Because the little details matter. It certainly stands to reason that the details of your appearance deserve the same scrutiny as your PowerPoint,
business cards, logo, collateral material and everything else you use to represent your brand. Don’t forget the most important asset you have is you. Bottom line: As an entrepreneur, you are what you sell. So when selling YOU, the last thing you want to do is sell yourself short. SWM Model Amy Freinberg-Trufas courtesy of AMS Models. Hair and makeup by Saadah Aminah. Ann Marie Stonecypher is an award-winning business woman and the owner of AMS Models & Talent. She is also a stylist, inspirational speaker, two-time breast cancer survivor and freelance writer. She lives in the Syracuse area with her children Taylor and Steven, and her dog Cocoa. She welcomes your style questions and comments at info@amsmodels.com.
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April 2017
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SYRACUSE EATS Oompa Loompyas
oompa loompyas
It’s a beautiful mix. ... I think we are the melting pot of all ethnicities rolled into one.”—Azella Alvarez, Oompa Loompyas owner
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Photography by Steven J. Pallone
AZELLA ALVAREZ OWNER
The Entrepreneur Edition
oompA loompyas
Filipino Fusion By Lorna Oppedisano
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zella Alvarez was born with a passion for Filipino food. The first generation of her family born in the United States, and daughter of an award-winning baker, Azella remembers working in her parents’ bakery in San Diego as a child. Her parents opened one of the first Filipino bakeries in that area in the 1970s, helping pave the way for the landscape now, with a Filipino restaurant on every corner, Azella said with a laugh. Although she didn’t return to the food industry until later in life, Azella knew she was destined to follow in her parents’ footsteps. “It was always in me,” she said. “You just never know growing up.” After Azella began working as a travel agent, she and her now-exhusband moved their family to the Syracuse area. She worked a few jobs before eventually taking a position at the Bank of New York, where she realized there was need for her culinary craft. The company had meetings and team-building exercises, and Azella would arrive carrying trays of lumpia, a traditional Filipino spring roll. “And the next thing you know, people were basing their meetings on my food!” she recalled. Azella started selling lumpia on the side to friends and family, still keeping her talent relatively under wraps and focusing on her profession. Then she got laid off at the bank, and was forced to reconsider her options and plan for the future. “Drastic measures called for drastic change,” she said. Azella decided to take matters into her own hands, went to city hall and filed a DBA, picking the catchy name “Oompa Loompyas” for her venture. The new business owner started small, getting involved with the Syracuse Food Truck Association and popping a tent at food truck rodeos. After that, she found more events where she could introduce people to her Filipino fare, and things started to snowball. “It was awesome,” she said. “I knew that if I had the drive, I was just going to keep going, no matter what. I knew it was a good product. It was selling itself.”
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Eventually, Azella found semi-permanent space in a bar. As it turns out, lumpia pair well with beer and wine. But soon, she realized she needed more room. Knowing she needed either her own space or a food truck, Azella began looking, and noticed an ideal location in the Hawley–Green area. As fate would have it, she was perusing Craigslist the following day, and saw an ad for that very space. She signed the lease, set up shop and opened in May 2016. Oompa Loompyas now offers diners a variety of Filipino and fusion food, including burgers, bowls and, of course, many choices of lumpia. Since opening the physical location of Oompa Loompyas, Azella’s greatest challenge has been adapting to the different pace. When she had a pop-up location, people would rush to the food. Now, she sometimes has to play the waiting game. However, she does have a loyal following she’s met over the years at food truck gatherings and festivals. It helps that Oompa Loompyas is the only Filipino restaurant in the area. Like her parents and their bakery in San Diego, she’s paving the way for a new style of food in the Syracuse area. It’s clear to anyone who stops in to the restaurant for a lumpia and chat with Azella that she’s passionate about her food and her culture. “It’s a beautiful mix,” she said, describing the combination of Spanish, Chinese, Malaysian and Indonesian. “I think we are the melting pot of all ethnicities rolled into one. It’s really cool. Our flavors — when people come in here for the first time, I describe it. But I kind of want them to just experience it, because it’s really just a different deal.” SWM
Oompa Loompyas is located at 600 Burnet Ave. in Syracuse. Keep an eye out for Azella at festivals like The Taste of Syracuse. For more information, visit oompaloompyas.net, call the restaurant at (315) 876-5398 or order online at grubhub.com.
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Soul soothings 1/4 page
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WBOC LEADING WOMAN Amanda Funk
Running a Funky One-Woman Show
Photography by Alice G. Patterson
By Kathryn Walsh
What have you done to make sure your advertising is going to work, and are you prepared for when it does?”—Amanda Funk, owner of The Funk & Jackson Group
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manda Funk knows how radically a plan can change. Before she started her own marketing firm, The Funk & Jackson Group, the Cortland native planned to become a homicide detective. But after her now-husband proposed while she was working toward a criminal justice degree, she rethought her goals. “Pretty early on, we had that conversation about having a family,” Amanda said. “I decided it was not best to have a murder book on the coffee table, or to miss chorus concerts, or any of those things that kids really expect you to show up for.” She doesn’t miss any concerts now, thanks to the flexibility of owning her own business. Amanda is able to balance the needs of her clients with the needs of her husband and two children, now ages 5 and 8. “I’ve specifically built my business in a way that supports my family,” she said. “I find that those businesses that are built for business and business only — sadly, they’re not sustainable because life happens. You need to build that flexibility, especially when you’re a ‘momtrepreneur.’” The Funk & Jackson Group is essentially a one-woman show, although Amanda does employ three subcontractors. Her company’s name — particularly the “& Jackson” portion — is a holdover from an original partnership with a high school friend, who later decided day-to-day business operations weren’t for him. Helping other small businesses succeed and flourish is Amanda’s speciality. The Funk & Jackson Group provides a wide range of marketing services, like developing social media and email marketing strategies. It’s her job to fill in the blanks, Amanda said. “I look at companies and I see what’s missing in their marketing. So many small businesses think marketing is advertising, but it’s a much broader category,” Amanda said. She explained that marketing answers the question: “What have you done to make sure your advertising is going to work, and are you prepared for when it does?” She works primarily with local businesses, both because it allows
April 2017
her to meet clients face-to-face and because she’s passionate about supporting the community. “The thing that I absolutely love about my business the most is watching the ripple effect of its impact,” she said. “If I support business A, they go on to do business with these other 10 businesses, and those businesses go on to do business with another 50 businesses. It’s actually enriching Central New York as a whole.” She estimates that 80 percent of her clients are women, and that’s no coincidence. “My biggest passion is helping women self-advocate when it comes to their own businesses,” she said. “I find that so many women have been trained to not value themselves appropriately.” That’s part of the reason Amanda is in the process of becoming a certified life coach. She’d like to offer an even broader range of services, using what she describes as a “holistic approach” to address both the professional and the personal. Small business owners tend to let their businesses and personal lives intertwine, she said, so when problems arise in one area, they have the potential to knock everything off-kilter. Amanda has big plans for the future, including hiring more employees and working to develop the Cortland community. And, of course, she’s going to keep doing what she loves: helping her clients meet their goals. She doesn’t regret changing her career path, especially when she hears from grateful clients. “Honestly, it’s getting that phone call where someone calls me and says, ‘You know what, I didn’t think it was going to work, but that was the best quarter we’ve ever had,’” Amanda said with a smile. “I get those calls a couple times a week, and I love it.” SWM Women Business Opportunities Connections (WBOC) is a non-profit organization that has been supporting the Syracuse and CNY area for more than 20 years. To become a member, visit wboconnection.org or follow the organization on Twitter at @WBOConnection. Syracuse Woman Magazine is a signature sponsor of the WBOC.
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SpeCIAL FEATURE 15 Years of the WISE Symposium
Number of years of
Amount of revenue generated by
women-owned
businesses
in the United States:
nearly $1.6M SOURCE: State of Women-Owned Businesses Report, 2016
392 million women business owners worldwide Source: Womenable estimate based on data from ILO’s Key Indicators of the Labour Market, 2015 16
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the WISE Symposium: 15
Source: wisecenter.org
Number of clients served by
SINCE 2006
8,086 Source: wisecenter.org
69 female business owners for every
100 male business owners
Source: Babson College, Global Entrepreneurship Monitor 2014 Special Report on Women’s Entrepreneurship, 2015
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SpeCIAL FEATURE 15 Years of the WISE Symposium
Estimated
gender
credit gap in developing
economies:
$285
billion Source: Goldman Sachs Global Markets Institute, Giving credit where it is due, 2014
Number of women-owned businesses in the United States: more than 11.3 million Source: State of Women-Owned Businesses Report, 2016 18
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The Entrepreneur Edition
Number of people employed by women-owned businesses in the United States:
NEARLY 9,000,000 Source: State of Women-Owned Businesses Report, 2016
April 2017
in the past 10 years the wise staff has counseled clients for more than
5,000 hours Source: wisecenter.org
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Leading Ladies OF
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The Entrepreneur Edition
April 2017
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SPECIAL FEATURE Ronald McDonald House Charities of CNY
Through a Mother’s Eyes By Alicia Mills
Ronald McDonald House Charities of Central New York operates the CNY Ronald McDonald House 24 hours a day, year-round, for families whose children are hospitalized with serious illnesses or injuries. For just $25 a night per family, the house provides the convenience of a comfortable room and warm bed, a homecooked meal, and support and compassion. For 35 years, the fully-accessible CNY Ronald McDonald House has helped families from 48 counties in New York, as well those from across the country and world traveling to Syracuse for medical care. The Mills family is one of them. Alicia and Fred Mills’ daughter Gianna was a pediatric cardiology patient undergoing surgery in Syracuse. Gianna’s grandparents, Robert and Erica Lilly, stayed at the Ronald McDonald House to care for Gianna’s older sister, Katalaya.
To help raise much-needed funds for the nonprofit organization, community members are invited to the ninth annual Bella Casa Fashion Show on Tuesday, April 11, at the Holiday Inn in Liverpool. The event features a fashion show where more than 50 community members model the latest fashions from local shops and boutiques. The evening also includes more than 30 vendors selling clothing, jewelry, accessories and more. Attendees will have the opportunity to participate in a silent auction featuring a mobile bidding capability allowing participants to bid on various themed baskets directly from their own cell phones. Hors d’oeuvres, food stations, a cash bar, desserts, coffee and live entertainment will be enjoyed throughout the evening. Story and photos submitted by Ronald McDonald House Charities of Central New York. To learn more about Ronald McDonald House Charities of Central New York, how you can help or to make a donation, visit rmhcny.org.
This is their story, as told by Alicia:
L
ast year, we were shocked when we learned that our 7-monthold baby girl, Gianna, would need to undergo open-heart surgery to fix a congenital heart defect. Originally, we had only traveled to Syracuse because Gianna was experiencing some breathing issues that were thought to be related to acid reflux. No one thought it was anything related to her heart; even an initial ultrasound ruled out any heart concerns. But at a precautionary follow-up appointment at Pediatric Cardiology Associates of CNY, a more extensive ultrasound was performed, and it found the holes in her heart. Upon receiving the news, we were introduced to the CNY Ronald McDonald House. Prior to our stay, we had no idea what the House entailed. We explored the website and were amazed with what we saw and read. We didn’t think it could be true that the amazing services offered were available at such a low cost or for free. That’s when I knew that the burden of the open-heart surgery would be lessened because our entire family, including our 4-year-old daughter Katalaya, could stay close by the hospital. My parents were even able to stay at the House with us to help care for Katalaya and provide added support. We spent 11 days in Syracuse last October at the CNY Ronald McDonald House, and it was a huge blessing to our family. The beautiful facility enabled us to be together daily, while also providing meals, transportation to the hospital and emotional support during a very difficult time for all of us. It also gave Katalaya and her grandparents a place to call home while my husband and I were up at the hospital with Gianna. Thankfully, Gianna had a successful surgery. Since we have returned home, we have been inspired to give back to the House and tell people about how amazing it was during our time of crisis. This past February, in honor of Gianna’s recovery and first birthday, we had a heart-themed birthday party to celebrate and asked people to donate to the CNY Ronald McDonald House in lieu of presents. Coincidentally, February was also Congenital Heart Defect Awareness Month, so it tied in nicely with our party’s theme. In addition, the fourth grade “Caring Council” at SpencerVan Etten Elementary School where I teach has been collecting wish list items and monetary donations for the House. We are truly thankful for all of the staff, volunteers and community supporters involved with the CNY Ronald McDonald House. Thank you! SWM
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The Entrepreneur Edition
April 2017
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CNY LATINA Gabriela Escalante
A Woman of Entrepreneurial Solutions By Alison Grimes
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she discovered light-up T-shirts. Although she ntrepreneurship comes in many forms. didn’t opt to wear one herself, she wondered Syracuse University’s Whitman School of if there was a market for this clothing in Management refers to the practice with a El Salvador. three-word slogan: “Dream, believe, pursue.” A bit of research and one loan from her Gabriela Escalante, Syracuse University father later, Gabriela had placed her first order alumna, current entrepreneur-in-residence at of 100 light-up T-shirts and sold every last the Whitman School of Management one. Eventually, she opened a mall kiosk and and business consultant at the South Side operated for a year with four employees, while Innovation Center, began to master still working for her mother. entrepreneurship at an early age. Gabriela’s T-shirt business and her mother’s Gabriela was born and raised in El Salvador. company were growing. Her mother She was first exposed to entrepreneurship approached her and said, “If you want to go through the markets her great-grandmother to university in the United States, now is and later grandfather ran to support their the time.” family and neighborhood. She was right. Gabriela enrolled in The most influential force, however, was her Syracuse University, and earned a degree mother’s corporate training business. from the Whitman School of Management, “My mother is my inspiration,” Gabriela all while maintaining her T-shirt sales for said with a bright smile. “I learned a lot from one more year. her, especially when it comes to business.” Before graduating, Gabriela launched her Her mother taught her the importance of Providing solutions has company, EB Active. She still maintains the effective communication, engagement and always come naturally to business, selling her first product of LED understanding, while also showing her various light-up snap bracelets online and in five forms of leadership. me. Being able to do this stores locally. Following her high school graduation, on a daily basis at work— Today, Gabriela works full time at the Gabriela founded an events planning company with her best friend. They started yet also being able to fulfill Whitman School of Management and the South Side Innovation Center, training, by planning children’s birthday parties for my own entrepreneurial coaching, guiding and challenging local 20 to 30 attendees, and ended up throwing entrepreneurs and Syracuse University corporate events for more than 600 guests at ambitions—is the perfect students, with the mission of improving the a time. balance for me, and I city’s economy. After a year, the duo closed the business to Gabriela is grateful for her supportive continue their education. Gabriela studied for couldn’t be happier”— network of family and friends. She talks to about a year and a half, but didn’t feel it was Gabriela Escalante, her mother — her mentor — several times a enough of a challenge. She decided to seek a week, catching up on life and, of course, solution elsewhere. Breaking from her comfort entrepreneur-in-residence their latest business experiences. Gabriela zone, she left family and all else familiar in at Whitman School of wouldn’t be where she is if not for those El Salvador, and moved to Washington D.C. She worked as an au pair for a year, Management and Business experiences and her winding journey. “Providing solutions has always come learning the culture of the new country, Consultant at South Side naturally to me,” she said. “Being able to and then spent a year in California. do this on a daily basis at work — yet also But Gabriela’s heart and soul was set on Innovation Center being able to fulfill my own entrepreneurial earning a college degree in the United States. ambitions — is the perfect balance for me, “I remember speaking to my mom on the and I couldn’t be happier.” SWM phone about going back to school in the United States, but we both knew there was no way to afford it at the time,” she said. Her mother offered Gabriela a job at her corporate training This article was provided by the CNY Latino newspaper, the only Hispanicoriented publication in Central New York. The Spanish version of this article company. Gabriela accepted, moving back to El Salvador to work can be read in the April edition of CNY Latino, in both the traditional paper in the operations, development and various other departments of version and the digital format at cnylatinonewspaper.com. her mother’s business. A few months later, the family took a vacation to Orlando Photography courtesy CNY Latino. that jumpstarted Gabriela’s next business venture. On the trip, April 2017
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IN HER OWN WORDS
Notes from the Board By SWM staff
Five members of the WISE Women’s Business Center advisory board share their stories, memories and advice.
Madelyn Hornstein
Dermody, Burke & Brown CEO SWM: How did you get involved with WISE? A number of my business associates and/or clients had been involved with WISE, so I believe they mentioned my name when WISE was looking to add to their advisory board. Once I learned more about the organization, I determined it was not only an organization that I wanted to support, but also one for which I could justify the time commitment necessary for board involvement. SWM: Share a favorite memory from past years of the Symposium. There were a number of different breakout session topics that caught my eye when I was considering attending my first Symposium. It was in the Carrier Dome and we actually had one of the classes in the home team locker room, which was very cool to see. I left the dome that day feeling I had learned some things and met a few new people — the Symposium was time well spent! SWM: If you could give one piece of advice to young female entrepreneurs in Syracuse, what would it be? I applaud and respect anyone who wants to go into business for themselves, but if you don’t surround yourself with the right advisors to help keep track of and report the income and expenses of your new business, you may find yourself in violation of the rules, and penalties may ensue. Setting up good processes at the beginning is key to staying in business. A great book for anyone considering branching out on their own is “The E-Myth Revisited” by Michael Gerber.
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Alyse Holstein hpg partners, llc Founder and CEO
SWM: How did you get involved with WISE? I became interested in WISE five years ago when my cousin Rita Reicher, who was on the WISE board, spoke highly and passionately about its mission and successful outcomes. She sold me! The importance of helping women achieve their dreams personally and professionally has been an important part my life and a core value of my company. I’m happy and honored to be a part of the WISE board, and work with this outstanding group of women and our professional leaders, Joanne Lenweaver and Alex Waterbury! There are so many other talented, driven women associated with WISE. I hope you take advantage of this amazing organization, whether as a client or by helping others achieve their business goals. SWM: Share a favorite memory from past years of the Symposium. I was fortunate to attend the WISE Symposium when Barbara Corcoran was keynote speaker. Barbara’s remarks about her journey and the obstacles she faced personally and professionally had such an impact on me — and I’m sure on everyone else in the room, too. I left feeling totally inspired and invigorated by Barbara, and have gone on to share her powerful story with others. SWM: If you could give one piece of advice to young female entrepreneurs in Syracuse, what would it be? Here are a few: • You never know who you will meet, even at the most unusual of places, so, always have your business cards with you. • Follow-up after a meeting or call in a shorter timespan is key to success. • A note really has a positive impact on getting the outcome you were looking to achieve. • Ask for referrals for your business. People are willing to share if you ask personally and in your own comfort zone. • If you believe it, you can achieve it. This is my personal mantra!
The Entrepreneur Edition
Gwen WebberMcLeod Gwen, Inc. President and CEO
SWM: How did you get involved with WISE? I was among the first group of women who explored the possibility of expanding the Symposium to include a federally-funded women’s business center. Following the creation of the WISE Women’s Business Center, I was regularly invited to speak at the Symposium and now proudly serve as the chair of the board. SWM: Share a favorite memory from past years of the Symposium. I have many favorite memories from the Symposiums. My most favorite is watching women I mentor into entrepreneurship attend the Symposium as business owners focused on living their wildest entrepreneurial dreams. SWM: If you could give one piece of advice to young female entrepreneurs in Syracuse, what would it be? Be bold and courageous in the pursuit of entrepreneurship. Entrepreneurship is not for the meek of heart. Focus on how to make money doing something you love. Wrap your business dream up in good business practices. Strategically launch your business — and live your wildest dreams.
Laura Serway Laci’s Tapas Bar Co-owner
SWM: How did you get involved with WISE? We were asked to speak one year, and I thought, “Hmmm why us?” We then realized we are two successful business women with a dream, determination and passion, along with skill and ability — that was why. Plus, we put humor in all we do. So no matter what, we will at least be able to entertain the crowd. After being asked to share our message, we took more of an interest in the center, and became determined to help others help themselves in business and in life.
SWM: Share a favorite memory from past years of the Symposium. The day we were slated to speak, we nearly cancelled. My father had just passed away, and his first calling hours were scheduled for the afternoon, just a few hours after we were supposed to speak. After thinking it over, I knew my father would want us to move forward, so we did. The best moment happened thanks to the way the projector was set up. We entered the stage from behind the screen, and people in the audience could see our silhouette. Cindy went toward one side of the stage and I headed toward the other just after we kissed behind the screen. The crowd just laughed and loved it! SWM: If you could give one piece of advice to young female entrepreneurs in Syracuse, what would it be? Following your heart, happiness, kindness and our community should be your priorities in life. This is a short time we have on earth. How do you want to be best remembered? Make a difference that’s created from the bottom of your heart.
Briana Fundalinski Hancock Estabrook Attorney
SWM: How did you get involved with WISE? I originally began giving presentations at the WISE Women’s Business Center as part of the “Ask the Attorneys” series Joanne, Alex and I started a couple years ago. Hancock Estabrook does presentations on such topics as: choice of entity, MWBE certification in New York State, partnership arrangements, intellectual property, and labor and employment. I was subsequently asked to join the advisory board. SWM: Share a favorite memory from past years of the Symposium. I don’t really have a single favorite memory of the Symposiums. I will say my favorite part about the symposiums is the atmosphere. It’s incredibly uplifting. There’s such a camaraderie among the women and attendees that brings a feeling of strength, excitement and hope. Every woman entrepreneur in attendance is an inspiration to me. Being around them and hearing their dreams and achievements is what makes the symposiums so great. SWM: If you could give one piece of advice to young female entrepreneurs in Syracuse, what would it be? Find a good team at the onset of your entrepreneurial journey and pick good people up along the way. When I say team, I mean your mentors, advisors and role models. It’s important to have people you trust, look up to and can go to for advice. Those are the people who you will confide in, lean on and grow from through your entrepreneurial journey. Answers have been edited for length and clarity.
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The Entrepreneur Edition
COVER STORY Natalie Evans and Jennifer Walls
natalie Evans & jennifer walls THE SWEET PRAXIS OWNERS
Photography by Alice G. Patterson
We’re designers, so we’re trained to think in concept form. So I think for us, we’re like, ‘What’s the big vision?’” — Jennifer Walls, The Sweet Praxis co-owner
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COVER STORY Natalie Evans and Jennifer Walls
The Sweet Taste of Success By Lorna Oppedisano
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he year was 2011, and Natalie Evans and Jennifer Walls — two transplants to Syracuse — had been friends for a couple of years. Natalie had moved to the area to study architecture at Syracuse University, and found a job here after graduation. Soon after, Jennifer moved to town, to work for the same firm. The two bonded over a mutual interest in travel, exploration and — after they started bringing in desserts for an office morale boost — a love of baking. They would frequent the farmers market on weekends with Natalie’s now-husband, perusing the baked goods. Looking at everything from the eyes of two designers, they discussed how they might improve certain design aspects of what they saw. Those ideas, coupled with a lack of satisfaction in the offerings of Syracuse’s baked goods scene, led the women to think about renting their own space and setting up shop at the market. “So we marched our butts over to the office, and just went up there and asked questions. And it turns out it was kind of affordable. It’s easy. Let’s just try it. It’s not a big investment up front. If it doesn’t work, it doesn’t work,” Natalie recalled their thoughts. “But if it does, then great.” The Sweet Praxis was created.
Getting WISE inspiration The duo visited the farmers market office in March, and had only a few months to get 30
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their new business venture in order by May. They created a brand and logo, and decided on two items to start with — macarons and cupcakes. In April, Jennifer had an urge to go to a local women’s entrepreneurship event she’d seen advertised on a flyer —the WISE Symposium. “It was really transformative for me,” Jennifer said, “because I’d never been around that many empowered women who just have this creative passion, and are so proud of what they do, and are eager to share their knowledge with each other.” She hadn’t yet met Joanne Lenweaver, the director of the WISE Women’s Business Center, but remembers seeing her speak at the event. The day reassured Jennifer that she and Natalie were on the right track. “I left feeling like, ‘Oh my god, we can do this,’” Jennifer remembered. “I was like, ‘People do this kind of thing all the time. And we know what we want. We just have to get it done.’”
It’s macaron, not macaroon At the time of The Sweet Praxis booth’s market debut, “there was nothing gourmet [in the area],” Jennifer said, referring to other dessert offerings. “There was nothing made with a focus on highquality products or highquality ingredients.” Using local and organic ingredients was a priority for the women, along with offering options for people with dietary restrictions or allergies.
Syracuse lags a few years behind larger cities in terms of food trends, Natalie explained, so when The Sweet Praxis introduced its small, disc-shaped macarons, it was many people’s first encounter with the French cookie. “People would ask, ‘Are those soaps? Are these for our dogs? What is this? $1.25 each? What? It’s so expensive,’” Jennifer remembered. The women began explaining to customers the story behind the macaron — what they are, how they’re made and how they’re different from the American, double-O’d macaroon. As time went on, they experimented with different flavors, often getting specialty ingredients from neighboring booths at the farmers market and creating long-lasting partnerships with local honey producers, lavender farmers and more. Within the first month at the market, the duo tucked a couple important milestones into their aprons. A friend suggested they approach local coffee shop, Café Kubal. One day, after packing up at the market, they packaged up some macarons, drove to the cafe, and said, “Here’s our stuff. Try it.” Café Kubal owner Matt Godard visited their booth at the market soon after. “I tried it. I really like it,” he told them. “When can you start?” Not having planned for this step forward in the business, the women researched wholesale pricing. “It pushed us in another
It was really fun for us to see people come back. You get to see their lives change and grow.” — Natalie Evans, The Sweet Praxis co-owner
direction,” Natalie said. “How do we do wholesale? How do we get it to them?” The Sweet Praxis goodies could also be found at the Syracuse Real Food Co-op and Roji Tea Lounge’s pop-up cafe location, Montage, at Redhouse Arts Center. Offering their products at more locations than the
The Entrepreneur Edition
Photography by Alice G. PattersonPhotography by Alice G. Patterson
market helped the women get more exposure and brand recognition, Natalie explained. Also within that first month, The Sweet Praxis was commissioned for its first catering order. Again, an impromptu conversation led to spontaneous evolution. An engaged couple stopped by the market to ask about
April 2017
ordering macarons for their upcoming wedding. Natalie and Jennifer hadn’t planned on offering their products in bulk, but when asked, they thought, “A wedding! This is very exciting.” The Sweet Praxis had successfully branched out to catering and wholesale orders, all within their first month
in business. The couple who placed that first order has been loyal ever since. The business owners have developed friendships with many repeat clients as their venture has grown. People usually get desserts to accompany indulgence and celebration, Jennifer pointed out, adding she and Natalie
love when customers include The Sweet Praxis in their festivities. Their baked goods have seen people from first dates to bridal showers to marriages to anniversaries to baby showers. “It was really fun for us to see people come back,” Natalie said. “You get to see their lives change and grow.”
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COVER STORY Natalie Evans and Jennifer Walls
The Sweet Taste of Success from page 31 Elevated evolution During those first few years, Natalie and Jennifer worked the market most weekends, while also establishing and expanding their brand and offerings through festivals and events. Different occasions would prompt them to perhaps offer a breakfast item, like scones or quiche. Or they would be inspired by a certain ingredient, and research new interesting flavor combinations. They also looked at basic, approachable, familiar foods, and thought about how to reinvent them with The Sweet Praxis twist — an “elevated approach,” Jennifer explained. “We still were traveling and visiting other cities, and making pilgrimages all over,” Natalie said. “We would travel to a city,” Jennifer remembered, “and then spend the entire time going from place to place eating.” “Eating and walking,” Natalie added with a smile. Jennifer finished the reminiscent thought. “Getting inspired by all the places that were innovative,” she said. Throughout the whole process, they both kept their full-time jobs. In the back of their minds though, they wondered if one day The Sweet Praxis might be a brick-and-mortar storefront. “We’re designers, so we’re trained to think in concept form,” Jennifer said. “So I think for us, we’re like, ‘What’s the big vision?’”
Finding a home After the third season of the market, Jennifer and Natalie decided it was time to step back from their initial platform. With the events and festivals they were booking, it just wasn’t worth it anymore. A few years ago, the duo casually began looking at vacant downtown storefronts. Natalie’s husband was interested in the
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urban area, and would occasionally point out a space that might be a good fit. Since both women had full-time careers, they just kept perusing, agreeing if they were to find the perfect place, they’d try to make it work. During that time, they even looked at 203 E. Water St., where they eventually set up shop. The building had been recently purchased, and the owners were leasing the space as it was. Jennifer and Natalie considered it, but without any changes made to the infrastructure, it wouldn’t work for a bakery. They continued their search. Then, in late 2015, a contractor reached out to them. Were they still interested in 203 E. Water St.? The spot hadn’t been rented, and the owner was open to construction. Jennifer and Natalie thought about it and came to a conclusion. “It became, ‘OK, let’s try,’” Jennifer said. “We won’t know if this is a good fit unless we do a design for it, and we figure out a cost estimate, and we figure out how much — like do the business plan.” They already had a rough business plan written from their time working with LoFo’s Abigail Henson at the South Side Innovation Center. So they got to work updating the plan, and picked the brains of industry friends and colleagues they’d met over the years. What might their operating costs be? How should they approach staffing? Since Jennifer’s first visit to the WISE Symposium, she and Natalie had gone back a handful of times, and developed a friendship with Joanne Lenweaver. Now that they were advancing their business, they visited the WISE Women’s Business Center for advice. Joanne gave them good insight, the women remembered. “She’d give us homework,” Jennifer said with a chuckle. “Things to think about, planning-wise, to make sure we’re on the same page.”
The Entrepreneur Edition
Putting plans into action In February 2016, Natalie and Jennifer signed the lease, and got approved for an SBA-backed loan in April. Demolition started in May, and then in June came the fun part — construction of their dream. “We’d been talking about how it would look for years,” Jennifer said. “Like, if we did this, it should be white and modern and European. Clean, like everything looks like a jewelry case. Not pretentious, but elegant.” Natalie recalled the process. “We just started sketching,” she said. “Even before we were getting into details about ‘Is this feasible?’ we were sketching. We probably spent proportionally way more time on that than anything else, because that’s where our brains go.” With a lot of the menu having been developed over the years, Jennifer and Natalie focused on details like coat hooks and how the bathrooms would look, they said with a laugh. Of course, some details needed to be redesigned during construction. The original timeline had the first day of business slated for August, but they ended up opening in November, which worked in their favor. Memorial Day weekend of last year, both women left their full-time jobs to focus on The Sweet Praxis. They had three months to hire staff, finish work in the new space, order equipment and establish relationships with food vendors and distributors. “And it turned out to be six months, so it was really lucky that we had that time, because it was way too much work for three months,” Jennifer said. The experience of hiring and working with employees was one of the most challenging aspects of this next step, the women agreed. When you realize you’re responsible for someone else’s livelihood, it becomes real, Natalie said, adding that while it’s a lot of weight, it’s certainly a great asset that will help them grow.
April 2017
As the menu of sweet and savory baked goods continues to grow and evolve, Jennifer and Natalie want The Sweet Praxis crew to be a team, collaborating creatively and collectively. “It was really important to us to find people who are also passionate about food and about similar types of food,” Jennifer said, “and are passionate about the food culture in Syracuse and being part of something that’s continually growing.”
A sweet future Now that The Sweet Praxis has been open for just about half a year, the bakery’s business has been going well, Jennifer and Natalie said. Their monthly Saturday afternoon teas have been well-received, and the duo is thinking about organizing children’s cupcake- and cookie-decorating workshops, as well as adult baking classes, in the future. “We want to do fun experiences that can bring either families or couples or different groups,” Jennifer said, “that play off the bakery theme, but are more of an experience, rather than just a transaction.” They’d also like to eventually bring in guest speakers to lecture on local food culture. Jennifer explained that they’d like to bridge the gap between food producer and consumer, “to be able to invite people in who are not only experts, but passionate about what they do in this community.” The duo has even toyed with the idea of producing some sort of book in the future, complete with recipes and stories of inspiration from local food producers. For now, they’re still focusing on their new location. Like many other small business owners, they continue to work 14- to 15-hour days. “And I hear that’s normal,” Jennifer said with a smile. The Sweet Praxis owners, business partners and friends, laughed. “We just have so much invested — emotionally, financially, just so much, in this place,” Natalie said. “We’re never going to stop.” SWM For information on The Sweet Praxis menu, events and location, visit thesweetpraxis.com or facebook.com/thesweetpraxis. SYRACUSEWOMANMAG.COM
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The Entrepreneur Edition
Photography by Alexis Emm
FOR A GOOD CAUSE InterFaith Works
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The Entrepreneur Edition
Working Toward Democracy By Lorna Oppedisano
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nterFaith Works is striving to show Syracuse a new view of These refugees are displaced for many reasons — terrorism, the world. ethnic cleansing and famine to name a few. “We think that what we’re doing is creating an equity lens for our Once in the camps, people can apply to go to another country. community,” president and CEO Beth Broadway said. “It teaches To be accepted into the U.S., one must undergo a 14-step vetting us how to look at the world with a bigger picture than just a small, process that includes a variety of background checks, fingerprinting, narrow box of what our personal lives have been about.” medical exams and more. Founded in 1976 by a group of Central New York civic and Under the Obama administration, the U.S. agreed to take faith leaders, InterFaith Works began as a means of dialogue and in 110,000 refugees in 2017. In the current administration, bridge building between disparate groups of people. As it’s evolved, that number is now 50,000 per year. the organization has grown to include a variety of human service For the size and needs of the U.S., that’s a small number, programs. At its heart, the mission statement hasn’t drastically Beth said, adding that particularly for Syracuse, it’s likely to cause changed: InterFaith Works “affirms the dignity of each person a decrease in overall population, with possible negative effects on and every faith community and works to create relationships and the economy. understanding among us.” “So we see ourselves as being a much more trim organization When InterFaith Works expanded, the first in terms of the resettlement operation, and program added was the InterFaith Initiatives doing more with the wraparound services Program, a chaplaincy program that still for refugees who are already here for the Anytime there’s a place serves county hospitals, nursing homes and foreseeable future,” Beth said. where we can find divisions, correctional facilities. For InterFaith Works staffing, this means Then, the organization added a senior cuts. The organization had to layoff or reduce where people really want services program and also began to focus on time for seven staff members in February, to work on those divisions, refugees. These programs continue today. and may have to do more of that in the About 33 years ago, InterFaith Works added we’re willing to set up and coming months, Beth said. refugee resettlement to its programming, Across the board, for every group InterFaith work with them to create helping refugees during their first few months Works helps, dialogue is an important piece. in the country, as well as providing wraparound that kind of a dialogue.” Beth defined dialogue as more than simply services for the next few years, to ensure that an exchange of words. Rather, it’s a guided — InterFaith Works president new Americans become well-acclimated to and structured conversation in a set period of and CEO Beth Broadway their new homes and culture. time aimed at mediating conflict or lack of After 9/11, and the onset of Islamophobia, understanding. the need for InterFaith Works’ presence Right now, InterFaith Works is holding a community-police dialogue, in response to the civil unrest in heightened, and the organization’s mission in this regard shifted Ferguson, Mo., following the death of Michael Brown in 2014, slightly, Beth remembered. and numerous other clashes between police and communities of There were fewer refugees being accepted into the U.S., and color in recent years. therefore fewer people to resettle. The importance of dialogue took “The police officers and the community members who have centerstage. InterFaith Works began to do more work with the been participating in this are saying they have never been in a local Muslim mosques, connecting them with Jewish temples and conversation like this before,” she said, “because they’re touching Christian churches. It actually helped the organization grow. on things that they have only talked about among themselves, “The agency began to really bourgeon with quite a variety of never to each other.” people who are involved in different kinds of faith traditions and Beth called the conversation in dialogue “courageous.” spiritual traditions,” Beth said, citing InterFaith Work’s Round People agree to stick it out for the long haul, and truly listen to Table of Faith Leaders. The round table — a group of local faith an opinion they might not agree with, or even might find abrasive. leaders that’s met every month for 41 years — now includes That’s what a democracy calls for, Beth explained, and InterFaith representatives from 25 faiths. Works is going to continue working toward that goal. With the current political climate and refugee crisis, InterFaith “Anytime there’s a place where we can find divisions, Works has an important role to play, Beth explained. where people really want to work on those divisions, we’re willing Right now, there are roughly 65 million people worldwide to set up and work with them to create that kind of a dialogue,” who have had to leave their homeland. About 21 million of those she said. SWM people are living in U.N.-protected refugee camps. “They are people without a country,” Beth said. “They can’t go home to their country. There’s no ‘there’ to go back to. They can’t vote anywhere. They can’t be part of the world democracy project. For more information about InterFaith Works, visit interfaithworkscny.org. They can’t. They just don’t have any place.” April 2017
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Special Feature The Business of Writing
The Business of Being Off-Off… Way-Off Broadway By Kate D. Mahoney
“O
h, no! It’s the Wicked Witch!” When I met my publisher a couple years ago, I was intent on Somewhat blinded by the stage lights — and my desire getting a book out so I could provide for my family. My initial to give the people what they wanted — I stood in my drive was not to share my life’s adventures or help others in crisis. lavender footie pajamas in my elementary school auditorium, and a I wanted to publish because caring for sick parents had emptied powerful bug bit me: I was going to be an actor. Little did I know, my bank account and left gaps in my resume that could only be if I really wanted to succeed, I would have to pay close attention to filled with story. In the beginning, I didn’t take the long view. I was impulsive and the man, the woman, behind the curtain. nervous and raced toward a finish line that seemed to keep inching In fact, for most of my life, I opted for verbal transactions at all out of my reach. I asked for money out of survival, not sustainability. costs — both literally and figuratively. Regardless of my belief in abundance or gratitude, I didn’t believe In fifth grade, I received a D on my report card in math class. I would be supported, because I didn’t feel I possessed the tools My teacher’s comment was, “A pleasure to have in class.” I was to succeed. If I didn’t publish a book, I would have no tangible an excellent speller, debater and book report giver. Yet even when product. Since I needed to write words in the hopes of crunching mathematical word problems about arrival times of trains leaving numbers—the scariest path of all — if the book didn’t succeed, different stations came up, I instantly wanted to take a bus, a plane I would have no identity. or just call off the trip all together. Being a woman and an artist is a privilege, and my flare for In high school — after my miracle — I continued to struggle. I joked that 25 minutes of cardiac arrest was the reason I couldn’t drama continues to serve me. My roots in storytelling are colorful. do math. I took all the SAT prep classes. Every sample test began My business plan is much more black and white. with the verbal questions. When I got to the real exam and opened Here are some helpful hints should you desire to take your my booklet, it was mathematics. I panicked. I cried. I got a total business over the rainbow: score of 890 — 748 of which was in verbal — further solidifying 1. Embrace failure. Making mistakes in business will not lead you in my mind the possibility that I was perhaps truly unable to directly to a fitting for an orange jumpsuit. Figuring out what process numbers. doesn’t work helps you get to what does. As the years went on, the sales of Girl Scout cookies, lemonade 2. Make your dreams into goals. Write them down. I borrowed and various fundraiser chocolate bars expanded my waist line far this from retired Dallas Cowboy, Emmitt Smith, who got the more than my profit margins. Add to that an upbringing in faith, idea from his boyhood football coach. It really works. and a family that equated placing 3. Ask for help! Hire people who know what you don’t know. Investing in a financial value on work with sinning, lawyer, a CPA and even a web or at the very least being egotistical designer required me to recalibrate and arrogant. expenses and vision; but in the spirit Sales ran in my family and my church. There was an understanding of not creating while critiquing, I did what I was capable of and that girls could do whatever we put our leaned on others for the rest. minds to — so long as it wasn’t an overt It doesn’t mean I’ll never know. position of power. To concern or engage It means I trust myself and utilize in such things might take me down a the skills of others with taxation, path leading to unladylike behavior, transactions and technology; I don’t like a raised voice, or make the let fears hold me back. traditionally male providers in my life 4. Own your value —financially and appear inept. I’m confident this was legally. This can take many forms: what shifted my desire to be a voice for a DBA or LLC, or learning how to both characters and real people. write down what you want on I’m not saying I wasn’t told to dream contracts — or PostIts — and stick big. On the contrary, I was taught to to them, literally and figuratively. always dream big and believe I would 5. There is only one you. That matters. be supported. It was a powerful and You matter. SWM positive message, but one that included Kate D. Mahoney is the author of “The Misfit Miracle Girl: not one iota of business savvy. Candid Reflections.” Connect at KateDMahoney.com.
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The Entrepreneur Edition
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MPH 1/2?
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The Entrepreneur The History Edition Edition
Cathy Berry Half Page
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INSPIRE Me’Shae Brooks-Rolling
me’Shae Brooksrolling
Photography by Delores Holloway
CERTIFIED EDUCATOR IN PERSONAL FINANCE
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The Entrepreneur Edition
The Difference Between Dreaming and Doing By Samantha Mendoza
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e’Shae Brooks-Rolling considers herself, above all else, “I was a young professional trying to make it in the big city with a “hybrid professional.” She’s accustomed to wearing many my husband,” Me’Shae said. “What we quickly came to realize is different hats, and wearing each one with commitment and that, despite our graduate degrees, we were financially illiterate.” compassion. In fact, it’s this balancing act that brings her the most Me’Shae became interested in learning about financial joy in her life. management and creating a budget, and her curiosity led her As the director of Special Events and Conferences for Syracuse to conduct research and speak with other New Yorkers about University’s Institute for Veterans and Military Families, their financial situations. She eventually published a book about a community financial literacy tutor and a board member for financial literacy in 2006 titled “How to Save Money and Organize the Syracuse Rescue Mission, WISE Women’s Business Center Your Finances” that detailed her findings and offered advice for and Upstate Minority Economic Alliance, Me’Shae spends both other young professionals. days and nights in the office or at meetings. She often finds it The publication of the book led Me’Shae to a crossroads in her difficult to sacrifice time for her favorite television shows, she admits. life, a period she refers to as her “professional desert.” But it’s her commitment to serving others that keeps her going “I had invested all this time in events and hospitality, but through long days and busy weekends. Me’Shae — who will financial literacy had taken a special place in my heart,” Me’Shae celebrate her 50th birthday this year and just celebrated a milestone said of her 15 years working in New York City. “What do I do with of planning more than 30 professional conferences in her career — that? Do I ditch one and engage in the other?” has recently reflected on her life experiences and goals, and crafted Her answer came when her husband was offered a job at a personal mission statement to remind herself what she’s Pennsylvania State University, where she was also offered the working for. opportunity to teach financial literacy “I vow to use my talents, skills, gifts, classes to university faculty and staff. I vow to use my talents, skills, gifts, “That’s when I fell in love with and abilities,” her mission statement reads. “And to leverage the multitude of and abilities. And to leverage the teaching,” she said. resources I have been blessed with to help After two years in Pennsylvania, other people achieve their dreams in life.” multitude of resources I have been Me’Shae and her husband both took Me’Shae’s mission statement captures blessed with to help other people jobs at their alma mater in Syracuse. In the type of person she is — the type of addition to her day job directing special achieve their dreams in life.” — person who always puts others’ needs events and conferencing for the IVMF, before her own, and who has a clear Me’Shae also teaches financial literacy Mission statement of Me’Shae vision for what she wants to achieve. courses for women, minorities, veterans, Brooks-Rolling, Certified Educator youth and faith-based communities. But Me’Shae didn’t always know what she wanted to accomplish in life. “I feel like I’ve come full-circle,” in Personal Finance Born and raised in the small town of she said. Anderson, Indiana, Me’Shae pursued a Since Me’Shae began her work in master’s degree in public administration at the Maxwell School of Syracuse nine years ago, she has provided financial literacy training Citizenship and Public Affairs at Syracuse University. There she met to more than 1,000 individuals across the city. She hopes her work her future husband James, a student at The College of Visual and will have an economic impact in Onondaga County and empower Performing Arts, who was also — to the shock of her parents — a others, especially women and minorities, to get connected to New Yorker. resources that will benefit them. “I sort of freaked out my conservative Midwestern parents by “I want to help people close the gap between people’s perceptions moving to New York City after graduation,” Me’Shae said. “And I of them and their actual capabilities,” Me’Shae said, “to close the eventually acclimated to the fast-paced lifestyle of the city.” gap between dreaming and doing.” SWM Me’Shae worked as a federal auditor in the U.S. Government Accountability Office in 1990, and eventually found a role planning special events for New York City Mayor Rudy Giuliani. But despite her success, it was her personal challenges of New York City life that led Me’Shae to one of her true passions: For more information on Me’Shae’s work with financial literary, visit rollingenterprises.com. teaching financial literacy.
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Nursing Solutions 1/4 page
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INSPIRE Elizabeth Rotundo
Elizabeth Rotundo
Photography by Mary Grace Johnson
PRESIDENT CME ASSOCIATES
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The Entrepreneur Edition
Following in the Family Footsteps By Riley Bunch
W
hen Elizabeth Rotundo was 4 years old, she often lent a important role in a predominantly male industry. The company’s hand at her father’s office. Between different odd jobs fit for technical managers — most of them older men — had decades of experience in the field. Luckily, her fears were soon quelled. a little girl, she would mention to staff members that one “I couldn’t have asked for a better team, honestly,” Elizabeth said. day, she would be the boss there. “Most of those people [working here] when I took over are still In 2014, Elizabeth’s prophecy came true. here. All of those men are very supportive of me and very helpful At the age of 28 — the same age her father was when he started to me.” the company in 1983 — Elizabeth purchased CME Associates, Another initial worry was competition from other local Inc., becoming president of the family-owned business. businesses, Elizabeth explained. But thanks to Governor Cuomo’s Now, paving the way for women in a male-dominated industry, promotion of women-owned businesses, collaborative opporElizabeth has adapted to increasingly technological times, tunities have changed the way CME interacts with potential rivals. while maintaining core values her father instilled in her. Instead of bidding against each other for projects, CME and The company works on construction sites to provide materials, similar companies have begun teaming up to provide clients with evaluation and technical support to owners and professionals. extensive services. The engineering firm is responsible for ensuring building sites “It’s opened up opportunities to work with companies in are fit for specified projects, and building materials are up to different ways,” Elizabeth said. construction codes and standards. Her family remains her strongest support When she was a child, Elizabeth saw I couldn’t have asked for a system. While her father acts as an adviser, the challenges of running your own business firsthand. Her father often came home at Elizabeth makes the final decisions. better team, honestly.” the end of the day exhausted and consumed “When my dad was telling me about —Elizabeth Rotundo, with work. Pondering one day taking over taking over the company, he really taught me her father’s company initially made her about being honest, and how much risk is too president at CME nervous, Elizabeth admitted. But with that much risk,” Elizabeth said. apprehension came another important lesson. Associates, Inc. Elizabeth has implemented new programs “I remember driving home from school to best serve clients’ needs. The company’s one day, my dad said, ‘What do you want use of onsite technology to gather and to do when you go to college?’” Elizabeth recalled. “When I present findings to contractors — rather than traditional answered with being unsure, he said, ‘Whatever you do, you paper forms — has made CME a pioneer in the industry. should be your own boss.’” Elizabeth and her employees pride themselves on a quick report After college, Elizabeth took the position of human resource turnaround, so the building process can start as soon as their team manager at CME. As time progressed, she took on more steps off the site. responsibility and her father began to work from home more often. Looking forward to the future, Elizabeth said it’s important to Eventually, she became the executive vice president. She realized her to keep the company in the family. She hopes the legacy her being a business owner wasn’t as intimidating as she once thought, father passed to her will one day be carried on by her own children. and officially took the reins from her father. But she doesn’t have plans to leave CME anytime soon. “People really embraced it,” Elizabeth said. “Everyone was “How long do I want to run it? I could run it forever,” Elizabeth said. “I wouldn’t mind.” SWM congratulating me, telling me they supported my father for this long, and they would support me, too.” Becoming president didn’t come without challenges. To learn more about CME Associates, Inc., visit cmeassociates.com. Elizabeth worried about facing backlash as a woman taking an
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UPCOMING SWM Events Saturdays in April Yoga with heART
When: 10:30 a.m. to noon. What: Instructor Dara Harper leads class for all skill levels in Angela Fraleigh’s exhibit. Cost: Members, $10; nonmembers, $15. Where: Everson Museum of Art, 401 Harrison St., Syracuse. Info: everson.org.
Saturday, April 1 Registration for Body Truce opens
What: Four-month program, open to 20 participants, begins May 1. Includes on-boarding care package, weekly modules with audio and video lessons, monthly-themed inspirational prints, guided audio food meditations, private kickoff call and wrap-up session, monthly small group sessions, private podcast episodes and more. Cost: By April 14, $299; by April 22, $449; by April 28, $599. Info: hollylowery.com/body-truce.
Saturdays and Sundays, April 2, 8, 9 & 15 Breakfast with the Bunny When: What: Cost: Where: Info:
Sessions at 9 and 11 a.m. Includes food, activities and photo opportunities. Members, $14; nonmembers, $18; ages 2 and younger, free. Rosamond Gifford Zoo, 1 Conservation Place, Syracuse. rosamondgiffordzoo.org.
Wednesday, April 5 Ultimate Mom’s Night Out
When: 5 to 9 p.m. What: Enjoy a selection of seasonal services at exclusive prices. Treatments include a complimentary beverage, goodie bags, raffle prices and more. Cost: Services range from $49 to $169. Where: Mirbeau Inn & Spa, 851 W. Genesee St., Skaneateles. Info: (877) 647-2328 for reservations; mirbeau.com.
Wednesday, April 5 Wine Wednesday
When: 4:30 to 6:30 p.m. What: Open networking event presented by WBOC and WISE. Where: Genesee Grande, 1060 E. Genesee St., Syracuse. Info: wboconnection.org.
Friday, April 7 A Night Under the Stars
When: 7 p.m. What: Includes cocktail hour, silent auction, dinner, keynote speaker Chris Fowler, prevention by Local Wish Kid, dancing, live entertainment and cash bar. All proceeds benefit local chapter of Make-A-Wish. Cost: $65 to $85. Where: Sky Armory, 351 S. Clinton St., Syracuse. Info: cny.wish.org.
Saturday, April 8 Hope for Heather Health and Wellness Symposium
When: 9:30 a.m. to 2 p.m. What: Includes information on nutrition, exercise, sports injuries, stress, positive health practices and ovarian cancer awareness. Cost: $25 Where: Craftsman Inn & Conference Center, 7300 E. Genesee St., Fayetteville. Info: hopeforheather.org. 52
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Saturday, April 8 TAP into the MOST
When: Early VIP admission, 5 p.m.; regular TAP tickets, 6:30 to 9:30 p.m. What: Beer and wine tasting event includes food from Bull and Bear Catering Co., Modern Malt, Original Grain and more. VIP tickets include specialty wines and beers; food from premier caterer The Stoop; and swag bag. Ages 21 and older. Cost: In advance, $55; at door, $60; VIP in advance, $80; VIP at door, $85. Where: Milton J. Rubenstein Museum of Science and Technology, 500 S. Franklin St., Syracuse. Info: most.org; Kelly Gardner, (315) 425-9068 x2111.
Wednesday, April 12 Rosamond Gifford Lecture Series Presents Anthony Doerr
When: 7:30 p.m. What: Talk presented by award-winning author of two story collections, memoir and two novels. Cost: $30. Where: Crouse-Hinds Theater, 421 Montgomery St., Syracuse. Info: foclsyracuse.org.
Wednesday, April 12 Bird Houses for Fair Housing Auction & Reception
When: 5:30 to 8 p.m. What: Live auction of unique birdhouses made by local artists, community advocates, students and more begins prompts at 6:30 p.m. Silent auction and reception runs throughout evening. All proceeds benefit CNY Fair Housing. Cost: $20. Where: Community Folk Art Center, 805 E. Genesee St., Syracuse. Info: cnyfairhousing.org.
Tuesday, April 18 through Sunday, April 23 Pre-Theater Dining for Beautiful: The Carole King Musical When: What: Cost: Where: Info:
Seating available, 5 p.m.; last available seating, 7 p.m. Three courses. $30. Sky Armory, 351 S. Clinton St., Syracuse. skyarmory.com.
Thursday, April 20 Multiple Sclerosis: Staying Committed
When: Arrival, 11:30 a.m.; program, noon. What: Program for people living with MS and their care partners presented by Dr. Lloyd Kasper, professor at Dartmouth College. Light lunch provided. Where: Limestone Grille at the Craftsman Inn, 7300 E. Genesee St., Fayetteville. Info: RSVP at (800) 887-8100; SharedSolutionsPatientPrograms.com.
Saturday, April 22 Encore Prom
When: 7 to 11 p.m. What: Includes first hour of open bar, live band, prom photo, hors d’oeuvres, dessert bar and more. Presented by KMase Productions and AC Events & Entertainment. Proceeds benefit Museum of Science & Technology, Charity for Children, Crouse Emergency Department and Arc of Onondaga. Cost: $75; four tickets, $225. Where: Marriott Syracuse Downtown, 100 E. Onondaga St., Syracuse. Info: kmaseproductions.com.
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Tuesday, April 25 Syracuse Shop & Sip
When: 3 to 9 p.m. What: Participating merchants, restaurants and pubs will be having sales and specials throughout the day. Evening ends at 7 p.m. with performance by Just Joe at Empire Brewing Company. Where: Downtown Syracuse. Info: syracusefashionweek.com.
Tuesday, April 25 WISE Symposium 2017
When: 8 a.m. to 6 p.m. What: Fifteenth annual Women Igniting the Spirit of Entrepreneurship Symposium. Features keynote speak Kathrine Switzer. Includes breakfast, lunch, and access to speakers, sessions, business expo and networking reception. Cost: $99. Where: SKY Armory, 351 S. Clinton St., Syracuse. Info: wisecenter.org.
Wednesday, April 26 Runway Reps When: What: Cost: Where: Info:
Doors, 6 p.m.; show, 7 p.m. Show features athletic, sportswear, yoga and casual clothes for men and women. $35. Urban Life Crossfit, 1003 W. Fayette St., Syracuse. syracusefashionweek.com.
Thursday, April 27 Farm Fresh Fashion
When: Doors, 6 p.m.; show, 7 p.m. What: Guests enjoy tasting menu and Empire beer. Event showcases CNY designers and boutiques. Cost: $45. Where: Empire Farm Brewery, 33 Rippleton Road, Cazenovia. Info: syracusefashionweek.com.
Thursday, April 27 Crystal Award Celebration
When: 6 to 9 p.m. What: Presentation of Syracuse Zonta Foundation’s 2017 Crystal Award and Community Service Grants includes food, dancing, raffles, entertainment and more. Cost: $35. Where: Pascale Bistro at Drumlins, 800 Nottingham Road, Syracuse. Info: Purchase tickets online by April 14, zontadistrict2.org/syracuse; send check to Syracuse Zonta Foundation, PO Box 642, Syracuse, NY 13217.
Thursday, April 27 YWCA Day of Commitment
When: Workshops, 8:30 to 11:30 a.m.; luncheon, noon to 1 p.m. What: Themed “A Real Conversation: Addressing the Barriers to Progress in CNY,” event includes morning training in community advocacy and diversity workshop program. Cost: Prices range from $20 to $75. Check online for details. Where: Drumlins Country Club, 800 Nottingham Road, Syracuse. Info: ywca-syracuse.org.
Thursday, April 27 SavorSyracuse
When: 6 to 8:30 p.m. What: Gala event to benefit Food Bank of CNY features food and beverage pairings from local restaurants, breweries and wineries, as well as silent and live auctions Cost: $75. Where: SKY Armory, 351 S. Clinton St., Syracuse. Info: skyarmory.com.
April 2017
Friday, April 28 Fashion Week Gala
When: Hors d’oeuvres and cash bar, 6:30 to 8pm; show, 8 p.m. What: Runway show features day to evening wear for men and women, dresses, custom couture, children’s wear, avant-garde looks and bridal gowns. Cost: $45; VIP, $65. Where: Landmark Theatre, 362 S. Salina St., Syracuse. Info: syracusefashionweek.com.
Saturday, April 29 The Underground Show
When: First show, doors at 5 p.m.; show at 6 p.m. Second show, doors at 9 p.m.;show at 10 p.m. What: Sexy silhouettes, lingerie and fantasy fashions, with an emphasis on extravagant hair and makeup designs. Cost: $30. Where: Marisa’s Fortress of Beauty, 220 Walton St., Syracuse. Info: syracusefashionweek.com.
Saturday, April 29 Friends of St. Camillus Fashion Show & Luncheon
When: Noon to 3 p.m. What: Live fashion show and onsite shopping boutique presented by Jane Morgan’s Little House. Includes choice of lunch entrees and beverage, cash bar, raffles and more. Proceeds benefit The Friends of St. Camillus. Cost: $30. Where: Pascale Catering at Drumlins Country Club, 800 Nottingham Road, Syracuse. Info: (315) 703-0660; st-camillus.org/support-st-camillus/friends-of-st-camillus.
Saturday, April 29 Night Market
When: 3 to 9 p.m. What: Includes cocktails, a la carte dining, live entertainment and work from 60 local and regional artists, designers and retailers. Cost: $5 admission includes tote bag. Where: SKY Armory, 351 S. Clinton St., Syracuse. Info: NightMarketSYR.com.
Sunday, April 30 iBelieve: An Event to Encourage and Inspire
When: 3 to 6 p.m. What: Event to benefit Maureen’s Hope Foundation includes music, dance, meditation, ice cream and more. Cost: $25. Where: The Palace Theater, 2384 James St., Syracuse. Info: maureenshope.org.
Friday, May 5 Masquerade Glamour
When: 7 to 11 p.m. What: Third annual A Cause to Celebrate event in the style of “Beauty and the Beast” includes champagne bar, hors d’oeuvres, music, dancing, silent auction and fashion show. Cocktail attire, festive mask and/or theatrical hair and makeup strongly encouraged. Cost: $35; two for $60. Where: Mohegan Manor, 58 Oswego St., Baldwinsville. Info: bvillecausetocelebrate.com.
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movers and shakers St. Joseph’s named Best Hospital for Heart Care St. Joseph’s Health has been named one of America’s Best Hospitals for Heart Care by the Women’s Choice Award. St. Joseph’s is the only hospital in the county to receive this award. The award signifies St. Joseph’s Health is in the top nine percent of 4,789 U.S. hospitals offering heart care services. The methodology used to select St. Joseph’s as an award winner evaluated the following: the number of cardiac/vascular services offered; 30-day mortality and readmission rates for heart attack and failure; patient recommendation ratings on the Hospital Consumer Assessment of Healthcare Providers and Systems survey; primary research on women’s healthcare preferences.
Zonta Club celebrates history
this award. The event is slated for April 28 at Pascale’s Bistro at Drumlins. For tickets, call Jeannine at (315) 420-3493.
Marriott awards LiteracyCNY grant Employees of the Marriott Syracuse Downtown recently awarded LiteracyCNY a $2,000 grant as part of a new local giving program, “Spirit to Serve: Community Piece of The Puzzle.” The program, which aligns with Marriott International’s global “Spirit to Serve” initiative, allocates a portion of local hotel revenue for donation to local not-for-profit organizations, which are chosen by employees. LiteracyCNY is the first recipient monthly award. LiteracyCNY aims to help adults attain the literacy skills needed to live and work in the community. SWM
The Zonta Club of Syracuse is looking forward to celebrating its 98th anniversary at the annual Zonta Foundation Crystal Award Celebration. Clear Path For Veterans founder Melissa Spicer will be honored with
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