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Southwest Southern Highlands

Larry Tomsic A Fortunate Night USP & UMP Why Do You Need Them?

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Connecting Deals with the Deal Makers


Trade Express Magazine PUBLISHER Joe Lotito CONTROLLER Carita Strawn EDITOR-IN-CHIEF Alison M. Otero BUSINESS AFFAIRS Tommy Anton ADVERTISING EXECUTIVES Patti Boekankamp Lori Howard GRAPHIC DESIGNERS Dante Barber John Iglesia Chris Van Vuren FEATURED WRITERS Lulu Carson Anthony DiMera Victoria Entwhistle Marie Lozono STAFF PHOTOGRAPHER Angela Dayap INTERN Evette Brandstadter FOR ADVERTISING INFORMATION CALL 702-576-0400 Trade Express Magazine

500 N Rainbow Blvd #300, Las Vegas, NV 89107

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Trade Express, a division of Trade Consulting LLC is published every six weeks and is distributed throughout the Las Vegas Valley.

No portion of this magazine may be reproduced in whole or in part without expressed written permission from the publisher. Publisher accepts no responsibility for omissions and/or errors. Publisher accepts no responsibility to return unsolicited editorial matter and all rights in portions published thereof remain the sole property of Trade Consulting. Letters to Trade Consulting or its editors become the property of the magazine and are assumed intended for publication and republication in whole or in part, and may be used for this purpose. These letters may be edited for length, errors and clarity. The statements, opinions, and points of view expressed by the writers and advertisers are their own and do not represent the views of the publisher or editor.

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Connecting Deals with the Deal Makers


Inside This Issue

7 Mayor Goodman Mayor Goodman talks about the Downtown Project and her plans for the future of Las Vegas.

11 Spotlight On...

Get to know a business in your area

13 Ask Uncle Tony

USP & UMP Why Do You Need Them? 15 Vegas Vickie Remembers A Fortunate Night

Letter from the Editor

17 Lulu’s Life

Justin Thyme

18 Cookin’ with Aunt Cookie Pasta e Fagioli

Welcome to Trade Express Magazine! We are the Valley’s Premier Publication that brands and markets your business. Five simple reasons why you should advertise with us . . . • Featured Full-page Spotlight Article • Half-page Ad Included • Industry - Category - Area Exclusivity • A Direct Marketing Campaign through Targeted Distribution

• Additional exposure to The Downtown Project By advertising in Trade Express Magazine, you will be able to reach out to new customers by showing them in a unique way why they should do business with you. The “Spotlight On” Article will show your expertise and passion for your business through a professionally written and developed article. Trade Express Magazine is a unique Branding and Marketing tool that will move your business to the next level of success. And did we mention our Social Media Marketing? Trade Express Magazine - Connecting Deals with the Deal Makers. Contact us at 702-576-0400 or visit our website at www.tradebankexpress.com for more information.

A

lison M. Otero Editor-in-Chief

alison@tradebankexpress.com www.tradebankexpress.com

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Connecting Deals with the Deal Makers


Mayor Goodman Downtown: Creating a New Reality

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n the past, when people talked about construction and expansion in Las Vegas, they referred to properties on the Strip or suburban communities such as Centennial Hills or Summerlin. However, today a renaissance is occurring in one of the oldest and most economically challenged regions of the Valley – Downtown Las Vegas.

Through plans developed during Oscar Goodman’s tenure as Mayor, Downtown has seen major changes to its landscape with certainly more to come. With the Zappos move to the old City Hall building The Downtown Project is in full swing. The mission to continue the revitalization of Downtown is one of the planks of Mayor Carolyn Goodman’s platform. As she explained in an exclusive interview with Trade Express Magazine, “It’s the only reason I ran for office. I think my husband is a visionary and a very steel-willed individual who saw something better in this very blighted downtown area. The first piece of the puzzle was this whole area down here. You cannot have a city that does not have a strong, active, and healthy center – the ‘Core’.” That “core” not only includes businesses and City Government but also museums, cultural arts centers, parks and a sports complex. One of the major pieces of the “core” is the new City Hall building that opened in February, 2012. The $185 million building, which combines architectural form with energy efficiency, is the anchor for a five-block office and retail development planned project. Another major piece of the “core” is Symphony Park, the 61-acre mixed-use urban community containing four districts: Civic, Specialty, Residential and Medical. Three key anchors have already completed construction: The Discovery Children’s Museum, The Smith Center for the Performing Art, and the Lou Ruvo Center for Brain Health. Future plans include the addition of a luxury boutique hotel, a residential community, a casino and several retail stores. The diverse mix of business, medical research and facilities, arts and culture will provide a strong healthy center on which to grow. The City is not the only investor in the success of the Downtown revitalization. Most of the major hotels in the District have started, completed or are about to complete remodels and renovations. The Golden Nugget, El Cortez, and The Plaza have all remodeled in recent years. The Golden Gate and The D (formerly Fitzgerald’s) completed renovations in 2012. The Lady Luck Hotel, which has undergone over $100 million in renovation, is slated to reopen this September as the Downtown Grand. One of the largest private investors has been Tony Hsieh, CEO of Zappos. Since the announcement of Zappos relocation to the old City Hall building, he has pledged a total of $350 million for The Downtown Project. The monies are allocated thusly: $200 million for real estate purchase and development; $50 million for technology start-ups; $50 million for small businesses; $50 million for arts, education and culture. “He’s been just tremendous because he’s put up $350 million of his own and that makes a difference. Generally what Tony is envisioning is a collaborative effort between the private industry and public sector to develop ‘Pathway to Happiness.’ It is very youth and business-oriented. But it’s more about putting people into positions where they bump into each other, start conversations and come up with ideas to do something.” Tony Hsieh’s investments complement and enhance the City’s vision for the Downtown district. The Container Park, which is slated to open this fall, is a market where entrepreneurs will use converted shipping containers to test retail and restaurant concepts. The Container Park will be a little over a mile from Symphony Park or from the Fremont Street Experience providing easy access to shopping, restaurants and entertainment within reasonable walking distance.

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Mayor Goodman - Downtown continued “It’s nice to have a partner. This partnership of our City with Tony Hsieh has just been glorious. I don’t see anything but it getting better in the future. He’s doing things that are a little out of the ordinary but it makes news and that’s what we need.” With the help of a tremendous marketing campaign, The Downtown Project, has brought focus to the revitalization of Las Vegas to the national and international stage. That attention is luring various entrepreneurs from around the globe to submit ideas in hopes of starting their business using monies from Tony Hsieh and the City. “From the City’s point of view, we’ve put up some sizable funds too. There are programs for people coming in with new businesses if they buy in the redevelopment area.” There are two City-sponsored grant programs in place for businesses considering the move to Downtown. The Visual Improvement Program provides up to $50,000 matching grants for exterior improvements like signage, windows and other beautification. Secondly, since many of the buildings in the Downtown District were built more than 30 years ago, The Quick Start Program provides up to $50,000 to offset the costs of renovation and code compliance. It’s a matching program that requires businesses to invest $4 of their own for every $1 of grant dollars.

“I’m a firm believer in investing in the future.” In addition to implementing these grants, the City streamlined the permits and licensing departments and moved them into one building. The process is planned to go online later this year making it even easier for all businesses to get required documentation completed and approved. One major challenge that continues to arise is funding. “Getting people to buy into the plans and not having different groups oppose development is a challenge because you can’t have development without spending money. People will always be there that are scared to change, scared to take a chance and don’t want their tax dollars used for it.” “I’m a firm believer in investing in the future. You have to spend money to make money. To get things to click, you have to sometimes put your own investment out there and then get involved. Especially here. Las Vegas has almost 2 million people (in the Metropolitan area) but it still feels like a small town in many ways.” Small town or not, Las Vegas is a place where change is the rule rather than the exception. This latest reinvention to a well-rounded cultural, innovative, entrepreneurial business and arts center is its most ambitious rebirth. As the Mayor summed up, “Las Vegas is an energized, exciting place to be. It’s a great time to be alive and a great time to live here.”

“You cannot have a city that does not have a strong, active, healthy center - the Core.”

Joe Lotito, Publisher of Trade Express Magazine and Mayor Goodman discussing the Downtown Project and the impact it will have on the Las Vegas economy

To learn more about the Downtown expansion and two extraordinary visionaries, Mayor Carolyn Goodman and Zappos CEO Tony Hsieh, visit www.lvrda.org and www.downtownproject.com 8

Connecting Deals with the Deal Makers


The Deal Makers

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H

enry Ford once said, “An idealist is a person who helps other people to be prosperous.” Even though Larry Tomsic had not been born then, Mr. Ford most assuredly was describing him. As an independent CFO and business professional, Larry provides his services to small and large businesses in multiple capacities. “As companies grow, there comes a need for a good financial manager - more than a bookkeeper, more than a controller. I’m somebody who can grow profits, increase net income and cash,” Larry explained. “Before they get to the point where they need someone full time, I can help on a part-time, project-based or interim basis. The sweet spot business for me is $5-$50M in revenue where it makes sense that they need a financial manager but not necessarily full-time.” He’s worked in positions from human resources to chief executive to chief dish washer while on vacation in Africa. He is literally a “Jack-of-all-trade, master of some - but willing to learn to master the rest”. This wide-range of experience enables Larry to walk into a business, look at their plans and advise them on ways to help grow or solve their major issues. One of Larry’s major accomplishments was actually as the head of the complaint department for LiveDeal, Inc. where he was able to implement a plan of action to bring their Better Business Bureau rating from “F” to a “C”. He was able to accomplish this in less than one year. In addition at LiveDeal, he improved monthly net income from a $1.2M loss to positive profit in 2 ½ years. “I’m not simply a ‘Bean Counter’ Accountant that sits in a corner filling out reports and says, ‘here boss’,” he clarified. “My job starts when the reports are done. It is my job to analyze what is going on with the business, determine what the business issues are and come up with possible solutions. I get involved with any issue involving money as well as HR, IT, Legal, Banking, taxes, recruiting - I’m here to add value to the company.” Growing up in Delaware, Larry made his way to Las Vegas in 2011 via Florida, Georgia, California and other points across the country. He’s hoping that Las Vegas will be his final destination to live. However, being a prolific traveler, he has visited all 50 states and over 70 countries. In 2012, he spent a month in Africa visiting several of the most beautiful areas on Earth, including Victoria Falls and the Namibian Dunes. His extraordinary photographs can be viewed on his website and his Facebook page. This past January, Larry completed his first full marathon in Camarillo, California. Although he has participated in 65 triathlons and four half-marathons, he says that this full marathon will be his only one. In addition, he has climbed Mount Kilimanjaro and finished 2 Warrior Dash races. All these athletic accomplishments mirror his business life. “I’ve never failed to finish a race – whether it was a marathon or helping a business reach its goals.” If you are looking for assistance from someone who can “Make Ca$h and Profit$ Grow”, contact Larry Tomsic today at 702-684-6763 or on his website, www.larrytomsic.com. www.tradebankexpress.com

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USP & UMP Why Do You Need Them? Frank from Summerlin wants to know - “Uncle Tony, I do monthly specials and my business is still not picking up. Is there a gimmick or something that might help?” Franklin, Frankie, be nice. . . you don’t run gimmicks, or else you’ll run your business right into the ground. First of all, I’m sure you heard of a Unique Selling Proposition (USP) but have you heard of a Unique Marketing Proposition (UMP)? Now, Frankie, you sound like a sharp guy but I’m not sure if you’re the sharpest tool in the shed. So, here are two concepts you should understand.

the market share are you not serving because you are not supplying that need? And lastly, do you have a product or service that you can expand on that can capture that untapped market? Pretty simple stuff, right? Hold on a second. You got me laughing over here. You see, this is when the real work begins. Your USP and UMP sell your product or service – not some silly gimmicks. Put the work in developing your USP and UMP and you’ll be doing more business than you ever dreamed. And that, my friend, is how business is done. Contact me: UncleTony@tradebankexpress.com

First, the Unique Selling Proposition. Very simple, my friend. Basically, this means one’s personal brand in the marketplace. You need to tell your Customer why your product or service is not only different but way better than your competition. To do this, you must develop a precise, compelling statement that explains the “edge” that your business has in its marketplace. In fact, Frank, to become the real deal, a company should develop several USP’s for each product or service it offers. Just remember, USP’s are thinkin’ about selling in the present. When we talk about the future, dat’s when we start talkin about UMP – Unique Marketing Proposition. For any business to last, it has to capture, control and carve out its own niche of the market share. When you have a good, solid UMP, you are telling your Customers how your products or service best fills their current market needs. A good UMP points to where your company is going. It says what your new “edge” will be when you have taken the right new steps to meet market needs. Want to build one? Ask yourself these questions: Where does your company, product or service now stand in the current marketplace? How does this measure up against your competitors? What part of www.tradebankexpress.com

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ne memorable evening, I was going out to get my groove on with my best friend at the time, Boobie (yes that was her name). Maria G. was better known as Boobie for two very obvious reasons. She was set to work that night in one of the city’s hottest shows, Minsky’s Follies at the Dunes.

“Minsky’s Goes to Paris” was the first topless show in Las Vegas. When the show opened in early 1957, it created controversy. The uproar from the local religious zealots and the Legion of Decency had city and state officials fielding phone calls of protest. Even the Las Vegas Sun was filled with columns of editorials denouncing the city’s move away from wholesome family fun. Boobie was perfect for Minsky’s show being “home grown” in all the right places. Her beauty and figure were all natural and she stood out as THE girl to watch. She and I had become great friends in high school even though we would fight over boys from time-to-time. I went to the Dunes that night to meet Boobie after the show for a little fun – and it started right away. I was in the place maybe five minutes when I hit a slot machine jackpot for $200. I felt like I had won a fortune! Of course, back in 1957, it was a fortune. With my newly won bounty, Boobie and I hit Downtown. We walked around the Golden Nugget spending a few dollars here and there. Then we headed to the Golden Gate, our regular hang-out, for the best 99 cent shrimp cocktail in town. And, with about $185 left from the $200 jackpot, Boobie and I were determined to eat our weight in shrimp! Boobie and I took the remaining winnings over to the Pioneer Club for a couple of drinks to wash down the shrimp and for a little Blackjack. That was when I met Pauley “the Twister” for the first time. Now his friends did not call him “the Twister” because he was a good dancer. To be honest, he was a horrible dancer. He dragged his left leg and had a limp due to a gunshot wound inflicted during World War II. . . or so he said. The Twister, was a sexy older man of 28. He was a great kisser with baby blue eyes who treated me like a queen. . . and at 19 what else does a girl really need? I won multiple fortunes that night. Not only the money, but an interesting new guy who . . . (to be continued) Contact Me: VegasVickie@TradeBankExpress.com

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Connecting Deals with the Deal Makers


You seldom hear of a girl’s love for her car. Usually, love stories involve knights on white horses, beasts with magical spells cast on them or poets with large vocabularies. This is a different kind of love story. Justin Thyme Pontiac was my first automotive love and what was there not to love? His simple yet warrior-like body peppered with wounds lovingly inflicted by his first-time driver was compact yet intimidating to anyone worried about damage to their own car. His motor purred like a lover’s voice whispering sweet expressions of extraordinary gas mileage. His interior caressed his passengers in crushed velvet luxury. He was the white knight and stead combined in one. A thing of beauty he was, and no one could dissuade my love for him. Although born in Detroit, Justin was truly a California boy. When we were transferred to Rochester, New York, he lost all his energy for days. Fear enveloped me that my beloved Justin would never come back to life. It took a visit from the great healer, Elvis the mechanic, to restore his energy and for awhile, Justin was back to his playful ways. However, the harsh cold and snowy winters of Rochester were just too much for Justin to bear. As time went on his posterior began to give him issues. Embarrassingly, he lacked the bulk to provide proper traction in snow. As a result, disasters were narrowly averted. One particularly harrowing night during a sleet storm, he bravely fought the elements but could not overcome fishtailing 180 degrees in front of a police car. Though no one was injured, I began to waver in my devotion to Justin. . . I soon started to stray. Consumer Report Magazines found their way into my home and I would spend hours staring at the sensual, sleek and powerful new models, breathing hard with one hand on my . . . checkbook. I asked my Dad to drive whenever we went for test drives so Justin would not know. I felt like I needed to shower whenever I got home so that he would not smell my guilt or the “new car scent” that clung to me. After each of these dalliances, I returned to Justin, heart-in-hand and he would wordlessly accept me back. We stayed together seven years until the day I feared arrived, Justin’s cam shaft cracked. I listened with tears in my eyes as Elvis explained that he could save Justin but he would not recover properly. Years of rust from the salt on the roads had weakened my mighty warrior to a shell of his former self. It was time to say goodbye to my Justin. The Car Salesman waited impatiently as I tenderly caressed Justin’s steering wheel and fuzzy dashboard covering one last time. I removed the gold necklace from his rearview mirror pausing to fondle the gold rings on the chain. These would soon hang around the mirror of my new car but at that moment, my heart was heavy as if I had broken a promise. Within a few days, my new car arrived. Sampson P. Solara was a stark contrast to Justin. I admit he was sexy with his sleek lines, shiny new paint, firm wood paneling and oh, did he smell good. It wasn’t quite the love-at-first-sight experience that I shared with Justin but over time, Sampson (or Sammy) carved out a place in my heart. However, I think he knows that he is not my first love. No matter how long Sammy or any subsequent car is in my life, I’ll never forget Justin. I was twenty-eight years old when he entered my life. Way too old to be a car virgin, some would say. But, I had waited for the right moment and he entered my life, Justin Thyme. Contact me: Lulu@tradebankexpress.com www.tradebankexpress.com

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Cookin’ with Aunt Cookie

There is no region of Italy which does not offer at least one version of Pasta e Fagioli. Once upon a time, lard was used instead of oil, but for modern cooking this is somewhat too heavy. This rustic, nourishing soup spurred one of the many funny moments in my kitchen. Dinner time at our table was when the kids were invited to share their day. Each of my six kids had an opportunity to speak up and tell us what was going on at school or with their friends. One night, after a particularly tough day, I could tell my husband, Salvatore, was a little impatient with the kids. When it was Angelo’s turn to talk, he turned to me and said, “Mommy, somebody at school today said I eat too much pasta and I’m a fool.” Sal replied to him, “Angelo, somebody called you a Pasta e Fagioli? I started to laugh so hard, I almost fell over. Angelo said, “No Papa. He told me I eat a lot of pasta and I’m a fool.” Salvatore’s voice raised and his face got a little red. “Angelo, you can’t take everything people say to heart. Are you a fool? NO! But, not for nothing son you do eat a lot of pasta, kid.” The whole table erupted with laughter except for Angelo. I saw him get a little teary-eyed and I spoke up. “Angelo, sometimes kids say cruel things and you should never take it to heart and let it bother you.” My dear boy looked at me and smiled. The other kids were all still giggling while Sal rolled his eyes and made his funny clown faces. “So Cookie, what are we having for dinner tonight?” he asked. I started to think for a second and then I laughed so hard I almost peed on the floor. “We’re having Pasta e Fagioli.” All the kids started to laugh again, pointed at Angelo and called him, “A pasta-head fool.” We all laughed even harder and that night, my Pasta e Fagioli became a famous household dish. Years later, when Angelo brought over his first girlfriend (Maria De Lorenzo who I will never forget - what a sweetheart), my older son Tommy stopped by and said, “Hey Ma, what are you making? It smells like your famous Pasta e Fagioli.” Then he saw his brother Angelo and said, “Hey there, look who it is - the ‘Pasta-head Fool’.” Ten years later Angelo was still the “Pasta Head Fool”.

Pasta e Fagioli (Bean and pasta soup) Ingredients (for 4): 9 oz. Dried Beans 3 oz. Prosciutto with its fat 7 oz. Small Pasta (ditalini) 2 tbsp Tomato Pulp Celery, carrot, onion, bay leaf, grated parmesan, olive oil, salt and pepper Preparations: The evening before, soak the beans in plenty of water. The next day drain and rinse them and put them into a pot, covering them with cold water. Add a bay leaf and bring to a boil. Let them cook for about an hour and a half. Salt the water only when they are semi-cooked. Sieve half the beans into a paste, put them back into their broth and remove the bay leaf. Finely chop the prosciutto with half an onion, half a carrot and a celery stalk then brown the mixture in three tablespoons of oil. When the vegetables are cooked, add the tomato sauce and a little hot water. When the mixture is reduced, put it into the pot with the beans, adjust the salt to taste and bring once more to a boil. Then add the pasta and cook for another ten minutes. Add a little oil, some pepper and two tablespoons of parmesan to the soup which should be quite thick. 18

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