By José A. LópezEditor | Carlsbad Business Journal

It wasn’t a passion for astronomy that put Craig Weatherwax on the path to owning Oceanside Photo & Telescope (OPT), one of the top telescope and optics retailers in the world.

In fact, Weatherwax — whose business card refers to him as the “boss” of the well-known business near Oceanside High School — admits that while he is amazed by looking up at the stars and recognizing that they suggest events that happened millions of years ago, his interest of astronomy remains “mostly from a business perspective.”

It was a series of well-timed events, as well as an uncanny ability to anticipate future markets, that have helped this institution — a member of the Carlsbad Chamber of Commerce since 1991 — thrive and expand. Transitioning the business from its original focus in cameras to

telescopes, and becoming an early adopter of web-based sales have kept OPT competitive.

In 1974, Weatherwax was in his 30s and was a rock concert promoter who also worked in can-neries in Alaska and South America. One day, he walked into the Oceanside Photographic Center on Oceanside’s Hill Street (now known at the Pacific Coast Highway) to get a camera repaired.

Donald Penning, a World War II fighter pilot, had opened the store in 1947 and told Weather-wax that he was looking to get out. Weatherwax said he didn’t have any business experience.

“I always wanted to own a camera shop,” Weatherwax said. “I thought that if I could get the (film) processing for free, it would be a hell of a deal.”

Weatherwax, along with a friend whose father owned a camera store in East County, decided to buy the business.

Weatherwax didn’t envision a long-term future as a camera store owner. Still, the camera

business prospered, outgrowing its location in 1974 and 1977.

It wasn’t until 1982 that Weatherwax sold his first telescope, when a salesman offered to let him borrow some telescopes to sell for 90 days.

“After the 90 days, they all sold out and people wanted more, so I figured that was the way to go,” Weatherwax said.

At first, the telescopes were only about 10 percent of the store’s offerings, with cameras and photographic equipment taking up 90 per-cent. Now, telescopes and astronomy products make up 95 percent of the store, which changed its name to Oceanside Photo & Telescope in 1985 to reflect the change in focus.

“If we didn’t have the telescopes, I’d be out of business,” Weatherwax said. “You can get cameras anywhere.”

Today, the store is on a 12,500 square-foot,

Luxury cinema now open in La Costa

Cinépolis, the fourth-largest movie exhibitor chain in the world, opened its doors in the Paseo Real Plaza in La Costa in February with its movie theater luxury concept. Cinepolis Luxury Cinemas has been pampering residents since then with an unparalleled moviegoing experience.

There is no more rush to the cinema to get a good seat. Guests have the luxury of choosing their seats when they purchase their tick-ets, either at the concierge desk in the theater’s lobby or online at www.cinepolisusa.com.

Once in the theater, located at 6941 El Camino Real in Carlsbad, residents are warmly greeted by

staff and invited to relax in the lounge to enjoy a cocktail before their film. No design detail has been overlooked, and the lounge feels like a swanky hotel with modern

décor, floor-to-ceiling windows and contemporary art. Great detail has gone into every design detail.

The cinema includes six state-of-the-art, digital auditoriums,

reclining leather chairs, swivel tables and call service buttons to summon servers over to take food and beverage orders.

“Our Luxury Cinemas are a whole new concept that has revo-lutionized the way moviegoers will watch movies,” said Cinépolis Luxury Cinemas Marketing and Brand Manager Alejandro Saenz. “You can relax, order your food and beverages inside the theatre and enjoy the movie. Make every movie memorable by coming to Cinépolis Luxury Cinemas which is a new level of a premium movie experience.”

Hours for the cinema are 11 a.m. to midnight. Ticket prices range from $13.50 to $19.50 with a $3 surcharge for 3D films.

an award-winning, monthly publication of the carlsbad chamber of commercevol. 29, no. 7

Journal

MEET SUPERINTENDENT LOVELYThe Carlsbad Unified School District has a new superintendent. Read her debut column for the Carlsbad Business Journal.

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businessJUlY 2012

WWW.CARlSBAD.oRG

STAYCATION OPTIONSLooking for something to do locally this summer? How about a museum? 2

Is your business cashing in on tourism?

BE FOUND by 1000s of Tourists/Travelers every day • Get your share of 8 billion tourist dollarsCall: 888-803-1147

Publication will mark Chamber's 90th birthday

The Carlsbad Chamber of Com-merce will celebrate its 90th year, and the City of Carlsbad’s 60th anniversary, with a special publica-tion that will explore the rich his-tory of the city, and celebrate the Chamber’s long-standing tradition of leadership and excellence.

The Carlsbad Chamber of Com-merce, established in 1923, was the driving force for the incorpo-ration of Carlsbad, and its history is integral to the development of the city. In fact, for many years the Chamber served as Carlsbad’s de facto leadership, taking on civic problems and looking for solutions and acting as the city’s liaison to county government officials.

Three decades before the city had its first City Council, the Carlsbad Chamber of Commerce was advocating for the com-munity, dealing with issues such as tree trimming by the electric company, building and painting street signs, lobbying the U.S. Post Office Department for a daily rural route services and producing a promotional pamphlet about the community.

It was by 1950, when the needs of the community grew, that the Chamber launched a concerted effort to incorporate the city of Carlsbad, which happened in 1952.

“The history of the Carlsbad Chamber of Commerce is inter-twined with the history of Carls-bad,” said Ted Owen, the Cham-ber’s president and CEO.

The special publication will not just be about the past, Owen said, adding that the bulk of the pages

Cinépolis offers dinner and a movie in style

SEE oPT, page 15 SEE 90TH, page 14

Change of focus drove profits sky-high

Cinépolis Luxury Cinemas is located at the Paseo Real Plaza. Its theaters include reclining leather chairs, swivel tables and call services buttons to order food and beverages.

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of business. You can get

cameras anywhere.

— Craig WeatherwaxOwner, Oceanside Photo and Telescope

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EXPLORE MOscOw and sT. PETERsBURG

RUSSIA

SPECIAL FEATURES• Armory Museum, Moscow• Kremlin Square, Moscow• Peter and Paul Fortress,

St. Petersburg• Hermitage Museum,

St. Petersburg• Optional tours available

For more information contact the Carlsbad Chamber at 760.931.8400 or visit our website at www.carlsbad.org

May 8, 2013 • 8-day tour

Trip Orientation Sept. 20 • 5:30-7:30 p.m.

Carlsbad Chamber of Commerce5934 Priestly Drive • Carlsbad • 92008

PRICE INCLUDES:• First-class hotel accommodations• 6 Breakfasts and 2 dinners• Sightseeing• Airport transfers• Luggage porterage• International return airfare from LAX airport

including departure taxes• Fast train from Moscow to St. Petersburg

8-DAY TOUR COST: $2,890/person (double occupancy)$3,545(single traveler)

PRICE INCLUDES:• First class accommodations • 6 Breakfasts and 2 dinners• Sightseeing as indicated in itinerary • Airport transfers• Luggage porterage• International return airfare from LAX airport including departure taxes

SPECIAL FEATURES• Armory Museum, Moscow • Kremlin Square, Moscow• Peter and Paul Fortress, St. Petersburg• Hermitage Museum, St. Petersburg

Contact : Carlsbad Chamber of Commerce | 5934 Priestly Drive Carlsbad, CA 92008 | Tel: (760) 931-8400

Russian Express

TOUR DAYS: 08 Days

DATE: 08 May, 2013

TOUR COST: US 2890/ person on twin sharingSingle Supplmenet: US$ 655

Miniature engineering CraftsManship MuseuM3190 Lionshead Avenue, Carlsbadwww.craftsmanshipmuseum.com | 760-727-9492

Admission: Free (monetary and display donations are wel-come)Hours: Open Monday, Tuesday, Friday and Saturday from 9 a.m. to 4 p.m. (Closed on major holidays).

The Miniature Engineering Craftsmanship museum moved to its 16,000 square-foot home in February and fea-tures examples of the work of the world’s best craftsmen.

It also has a machine shop manned by volunteers that allow visitors an opportunity to see machinists at work.

The museum’s displays include 100 working steam and Stirling engines (or heat engines) and more than 200 working internal combustion engines of all kinds; model ships, cars, airplanes and construction equipment; clocks; miniature guns; and miniature tools and small vintage lathes and equipment.

Some of the museum’s most impressive pieces include a 1/16th scale Corsair, Barry Jordan’s 1/14th Bridgeport mill — the only example of his world-famous work on display in the United States — and a large engine collection from the late Rudy Kouhoupt.

Barry Jordan from England, the 2003 Craftsman of the Year, donated this award winning 1/14 scale Bridgeport mill model, which is one of the most popular exhibits with the machinists who have spent many hours working on the full-size version. Even the scaled-down rotary table works.

The museum is operated by the Joe Martin Foundation for Exceptional Craftsmanship.

OCeanside MuseuM Of art704 Pier View Way Oceansidewww.oma-online.org | 760-435-3720

Admission: General admission $8, $5 for seniors (65 and up). Students, members of the military and their de-pendents and members of the North American Recipro-cal Museum Program get in free with ID. Every Tuesday admission is free thanks to the Oceanside Charitable Foundation.Hours: Tuesday to Saturday 10 a.m. to 4 p.m.; Sunday 1 p.m. to 4 p.m. (Closed on major holidays)

The Oceanside Museum of Art (OMA) offers a diverse range of engaging exhibitions and programs that connect people with regional, as well as national and global artists and artforms of the 20th and 21st centuries.

The museum formally opened its doors on October 6, 1997 and in addition to offering more than 15 exhibitions a year. It also has special programing such as concerts, films, culinary events, fundraising parties and evening events.

Its highly-anticipated Summer Soirée is set for July 28 from 6-11 p.m., featuring a champagne reception along with cocktails, hors d’oeuvres, an elegant seated dinner featuring artisan American cuisine and danc-ing to live musical entertainment by The Fabulous Pelicans under the stars. Reservations are $200 per person. The event will also honor Beate Rüsse and Dick and Margerie Newell will be presented with a Medal of Distinction for their contributions to OMA.

This summer, OMA's lobby will host "Under Alien Seas," a new installation of hanging light sculptures that imagine what underwater worlds might look like. It runs through July 28.

MuseuM Of Making MusiC5790 Armada Drive, Carlsbadwww.museumofmakingmusic.org | 760-438-5996

Admission: General admission is $8; $5 for students, seniors and members of the military. Children age 5 and under receive free admission.Hours: Tuesday through Sunday from 10 a.m. to 5 p.m.

The museum was founded in 1998 by the National Asso-ciation of Music Merchants (NAMM) as a way to showcase and celebrate the music products industry. It opened to the public in 2000 and since that time has worked to provide opportunities for cultural enrichment and preserving our musical heritage through special exhibitions, innovative con-certs and educational programs aimed toward a wide range of audiences.

It has five galleries that have more than a century's worth of music products and history. The themes explored include popular music, the innovations, manufacturing and distribu-tion of musical instruments, music marketing and the role of NAMM in the music industry.

Last year, the museum completed a significant renovation that added more interactive musical experiences that give visitors the opportunity to play instruments and immerse themselves more fully in the musical experience.

In addition, the museum hosts monthly concerts, camps and other special events, such as an upcoming performance by Quetzal, a band that weaves Chicano music and world music, on July 21, part of the museum's "Global Spotlight Series." Admission to the concert is $25.

In addition to its permanent exhibitions, the current exhi-bition at the museum is "The Sound of Sax," which tells the story of "how the saxophone won America's soul." It runs through January 2013.

Make these museums a part of your 'staycation'Staying local this summer? Are you looking for other options for entertainment to add to your list of summer activities? Then take a look at the following museums to complement your summer plans.

JUlY 2012 3

June was graduation time, so I wanted to have the bulk of this column of KUDOS for Chamber members who work with children and help them succeed.

First off, KUDOS to the Carlsbad Hi-Noon Rotary for its dedication to help students in their pursuit of a higher education.

These Rotarians presented $27,000 in scholarships to stu-dents of Carlsbad High School at the recent CHS Senior Awards Program.

The scholarships were presented to the following students:

Jacob Allington (SFSU), Allison Berkowitz (UCDavis), Denise Garcia (CalPoly SLO), Samantha Kasper, (UTAustin), Laura Kelly (UCDavis), NaeYeon Kim (UCSD), Kaili Massa-moto (Whitman), Devin Muldoon (UCSB), Emanuel Reyes (UCIrvine), Rosy Resendiz (CSUSM), Brenda Russell (SDSU), Rainer Sherwood (UCLA), Mali Suzuki (UCSB), Aisha Thione (Howard) and Jessica Velas-quez (DeVry).

The Hi-Noon Rotary’s scholarships come from the annual Teens and Marines Golf Tournament, which this year will be held on Thursday, July 12 at The Crossings in Carlsbad. The tournament will raise money for scholarships for high school students and for wounded Marines who are returning to college. All proceeds from the events go to these causes.

The entry fee is $250 per person and includes golfing, lunch and dinner, a silent auction and dancing with a live band. Guests of golfers can attend the dinner, wine-tasting and dance with a $20 dance ticket.

This tournament has helped the Hi-Noon Rotary raise $197,000 in the last eight years. That’s a lot of money for a very good cause.

For more information and to register for the event, visit www.rotarygolf.org, or to reserve contact club Treasurer Randy Ferren at 760-431-4896 or randy.ferren@calbt.com or tournament Chairman Walt Waggener at 760-931-5393 or walt.waggener.b8gk@statefarm.com.

KUDOS to Procopio, Cory, Har-greaves & Savitch LLP for being the first-place recipient of the 2012 Heilbron Award in the mid-sized San Diego business category.

The award, from the San Diego Business Journal and Rotary Club 33 of San Diego, recognizes busi-nesses that “pay it forward” and “give of themselves and their profes-sional expertise to advance the well being and success of others in the community.”

Procopio was recognized for their work with Monarch School, a public K-12 school exclusively for homeless students.

The relationship began when long-time Monarch board member, David Boatwright, joined the firm in 2008. Since that time, several other Procopio attorneys have dedicated extensive pro bono hours assisting Monarch with various legal needs.

Recently, Procopio was instrumen-tal in the resolution of two enor-mous challenges Monarch faced — the substantial need for a new campus and defending Monarch’s very right to exist against political foes in Washington, D.C.

The school’s current campus at 808 West Cedar in downtown San Diego is bursting at the seams. Built on 15,000 square feet of land, the 10,000 square feet building serves 150-180 students at any given time as well as roughly 50 teachers and staff. There is no green space, no room for playgrounds, and no mean-ingful option for expansion.

As the strain on current facilities steadily grew, the need for a new campus became increasingly obvi-ous. In early 2011, Procopio hosted the launch of the Monarch Capi-tal Campaign to begin raising the money needed to fund the new campus project. Partnering with Monarch staff, almost $900,000 in contributions and pledges were raised at the launch. Since that time and with the support of the firm’s management, Procopio attorneys have performed over 300 hours pro bono to handle all the legal work needed to make the new campus a reality.

On the legislative front, Monarch teamed with Procopio to pitch a fierce battle to preserve its right to pursue its core mission of breaking the cycle of homelessness through education and community support . The McKinney-Vento Homeless Assistance Act, which is part of No Child Left Behind, prohibits segre-gated public schools for homeless

children. However, Monarch oper-ates pursuant to a special exemp-tion from this prohibition that was secured by community and state political leaders over a decade ago. In 2011, bills were introduced in the Education Subcommittees of the U.S. Senate and of the U.S. House of Representatives by legislators from other states.

If enacted, the bills would have eliminated Monarch’s exemption. Fortunately for Monarch and many of the families of San Diego experi-encing homelessness, Monarch and Procopio were successful in preserv-ing the exemption. The school con-tinues its invaluable work for the community and is optimistic that soon other areas of San Diego and other communities in the country will be able to choose to pursue a similar program.

KUDOS to Mission Federal Credit Union for inspiring future inventors with their “Mission 2 Inno-vate” program at La Costa Heights Elementary School, a program mod-eled after the popular television show “Shark Tank.”

During the project-based learning program, 6th grade students at the school were tasked with creating an invention and turning that product into a small corporation.

They were asked to design a busi-ness and marketing plan and review the financial aspects of starting a company.

Local businesses visited the 6th graders and presented growth strat-egies such as how they came up with their ideas, marketing segment they used, and what financial aspects were involved.

On June 6, the program cul-minated when the students gave their final presentations in front of a panel of judges from local Carlsbad businesses.

Dr. Brady, La Costa Heights Prin-cipal and her 6th grade team have inspired the students throughout this program and made this a learning experience as they prepare to move onto middle school.

Beckman Coulter, Inc.Your Ops Manager

Cal State San MarcosKatz & Associates

Scripps HealthWells Fargo

NRG WestSolatube Global Marketing, Inc.

Modern PostcardColliers International

Law Offices of Stephen M. L’HeureuxLexus Carlsbad

La Costa Resort & SpaTaylorMade Golf Company

SD TrophyLEGOLAND CaliforniaWaste Management

WestfieldStrategic Results Group

New Village Arts TheatreTorrey Pines Bank Carlsbad

Sterling/Stone RealtorsGrand Pacific Resorts, Inc.

SDG&ENorth County Times

Dean AndersonDeb BeddoeDavid BennettJoseph CharestRebecca CofinasNeil CrapoAhmed HaqueJohn HanleyFred HernandezTucker HohensteinStephen “Hap” L’HeureuxGene ManganielloPaul McCormickTrisa MillsNiels NorbyPeter RonchettiKen RyanLara SaabDon SandoAlex ScollonDon SchemppLee SterlingTim StripeJim ValentinePeter York

The Lund TeamChairman of the Board

AT&TChair Elect

McBride Financial Advisory Immediate Past Chairwoman

AKT, LLPTreasurer

RAM Enterprises InternationalVice Chair of Member Services

Howes, Weiler and AssociatesVice Chair of Public Policy

Poseidon Resources Corp.Vice Chair of Economic Development

Sylvan Learning Center of EncinitasVice Chair of Business & Community Development

Life Technologies Corp.Vice Chair of Special Projects

Storrow Law, APCVice Chair of Strategic Planning

Carlton Lund

John Osborne

Gina McBride

John Lechleiter

Mimi Gaffey

Michael Howes, AICP

Peter MacLaggan

Chris Ross

Carmen Rene

Lou Storrow

Lola’s 7-Up Mexican MarketCity of Carlsbad

CUSDVisit Carlsbad

NCTDCamp Pendleton

Ofie EscobedoLisa HildabrandSuzette LovelySam RossBridget HennesseySandy Wilson

OFFICERS

DIRECTORS

ADVISORY COUNCIL

Information SpecialistBusiness Services ManagerVice President, Corporate &

Member RelationsDirector of Communications

Military Mentoring Initiative Manager

Business Development ManagerDirector of Sales & Marketing

Art DirectorMember Services Manager

Lynn DelanzoBonnie Hoffman

Bev JorgensenJosé A. López

Madonna MayKristina McMahonJulie MiramontesEdgar RodriguezKathy Steffen

STAFF

Journal Printing Advanced Web Offset

ASSOCIATES

CARLSBAD BUSINESS JOURNAL

Published monthly by the Carlsbad Chamber of Commerce. Subscription price is deducted

from dues of Chamber members.

5934 Priestly Drive • Carlsbad, CA 92008Ph. (760) 931-8400 • Fx. (760) 931-9153

chamber@carlsbad.orgwww.carlsbad.org

MISSION STATEMENT

“The Carlsbad Chamber of Commerce promotes business through member services, educational programs, cooperative partnerships and legislative advocacy that balances economic prosperity with the quality of life.”

President & CEOExecutive Vice President & COO

Ted OwenToni Padron

index

MEMBER DIGEST ........................ 9

CITY UPDATE ............................... 4

PUBLIC SAFETY ........................... 5

EDUCATION NEWS ...................... 16,17

EXPAND YOUR KNOWLEDGE ........ 15

REAL ESTATE UPDATE .................. 18

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WISDOM

President & CEO CARLSBAD CHAMBER OF COMMERCE

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CHAIRMAN’SKUDOS

Chairman of the Board CARLSBAD CHAMBER OF COMMERCE

LEGAL LINES ............................... 7

LEGISLATIVE UPDATE .................. 5

TECH TALK .................................. 8

GREEN SPOTLIGHT ...................... 8

POLITICAL PULSE ........................ 6

MEMBER MARKETPLACE .............19

KUDOS to grads and those that help put our kids on the path to success

Carlsbad Hi-Noon Rotary Club's 2012 scholarship winners were, from left: Jacob Allington, Allison Berkowitz, Mali Suzuki, Denise Garcia, Laura Kelly, Samantha Kasper, Rainer Sherwood, Rosy Resendiz, Brenda Russell, Emanuel Reyes, NaeYeon Kim, Kaili Massamoto, Aisha Thione, Jessica Velasquez and Dick Wheeler, the club's scholarship chairman.

Mission Federal Credit Union helped sixth grade students at La Costa Heights Elementary School think like entrepreneurs with "Mission 2 Inno-vate" a program modeled after the television show "Shark Tank."

Sharing great thoughts by great people

This is a review of great thoughts by great people. I thought I would share a part of my collection with you and you in turn can pass them on to friends, relatives and associates.

• If you have lived well, laughed often, and loved much, consider yourself a success.

• An executive was asked what her formula for success was. “It is very simple,” she said. “Just 10 simple two-letter words: “If it is to be, it is up to me.”

• What makes a truly suc-cessful executive is not intel-ligence, education, life style, or background. The princi-pal factor that determines an executive’s success is his or her ability to deal with PEOPLE.

• The difference between a successful career and a medi-ocre one sometimes consists of leaving about four or five things a day unsaid.

• The Lord gave us two ends — one to sit on and the other to think with. Success depends on which one we use the most.

• Ability may get you to the top, but only character will keep you there.

• What the world needs is more people who will apply to their jobs the same enthu-siasm for getting ahead they display in traffic.

• If you love your work, you’re likely to be its master, if you hate it, it’s your master.

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carlSbad buSinESS journalwww.carlSbad.org4

When the City of Carlsbad incor-porated as a city 60 years ago, it did so to take control of its future. Community leaders saw the great potential of our natural and human resources and took a daring step so that we could shape our own destiny.

Today we enjoy the dividends of that bold decision.

In 1952, we were a small town with many more vegetables and flowers than people. The old Coastal Highway 101 was our major road. The population was less than 7,000.

Growth was a huge issue for the residents and businesses soon after we became a city. Some people didn’t want any growth. Others were in favor of controlling growth, although how and how much remained a topic of great debate.

But growth was inevitable, and our city leaders at the time took a daring step into their future. Their decisions made our city what it is today.

They placed a measure on the ballot that Carlsbad voters passed in 1986, the Growth Management Plan, which laid out the blueprint for the city’s development. That plan set standards for the high quality of life that we enjoy today by limiting the number of houses that would be built, setting standards for public services like libraries, parks and

emergency response times, and stat-ing that development should pay its own way to ensure growth couldn’t take place unless the city had the infrastructure in place to support it.

Carlsbad is a better place today because of our approach to growth management. We have high stan-dards and a high quality of life.

We have wonderful schools and libraries, great parks, and highly effi-cient services, such as police officers and firefighters who respond quickly when you call and the most well maintained streets around.

We also have a thriving and diverse local economy. Software develop-ers, manufacturers, apparel makers, biotech firms and golf companies all make their homes in Carlsbad.

We also have a strong retail sector, including Car Country Carlsbad and

regional retail centers. And over the years the city has

taken advantage of our nearly seven miles of beaches to develop tourism. In the 1990s voters gave the green light for LEGOLAND to build its first North American theme park in Carls-bad, and the result is LEGOLAND California Resort, a hugely successful attraction.

Today we have more than 3,600 hotel rooms, and more coming on line, making our city the second leading tourism destination in San Diego County, behind only the city of San Diego.

And our future remains bright. The City of Carlsbad is approach-ing a time when most of the major new development is complete, so we won’t see much more of the large developments that we saw in the past.

Our new challenge will be sustain-ing our excellent quality of life and positive business climate as the city enters a new phase of its life. The community’s needs are changing, and that means we have to adapt our resources and planning accord-ingly. I can say with great confi-dence we are equal to these new challenges and, working in partner-ship with the community, ready to deliver on a bright future for the City of Carlsbad.

CITY UPDATE

Mayor CITY OF CARLSBAD

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CITYNEWS

For the City of Carlsbad, 60 never looked so good

The City of Carlsbad contracted with Urban Place Consulting Group to “improve the health of the Vil-lage by partnering with local prop-erty owners, businesses and other stakeholders to develop programs, policies, financing mechanisms and other initiatives to spur local invest-ment and foot traffic on a self-sus-taining basis.”

In future columns, we’ll discuss specific programs and projects as well as give updates on the progress towards improving the health of the Village.

The purpose of this month’s column is to outline our approach to Village revitalization.

VILLAGE WORKS is the name that has been developed to brand the revitalization effort in Carlsbad Village.

“Village Works is a collabora-tive effort of the Carlsbad Village Association, Urban Place Consulting Group, and the City of Carlsbad. Its goal is to Improve the Village user experience, Refine the urban environment, and Realize the full potential of the Village to become the preeminent downtown of North County San Diego.”

COLLABORATION. The vehicle for developing the partnering aspect of our contract is the Carlsbad Vil-lage Association (CVA).

The goal is to develop a strong

private sector organization that can take a leadership role in sustaining the Village Works revitalization effort after we, Urban Place, finish our work.

Towards the goal of strengthen-ing the CVA, we’ve expanded the Board of Directors to include more diverse representation of Village business owners, property owners and residents.

The CVA moved their office into our Village Workshop at 530-A Grand Avenue. Urban Place is pro-viding staff services and working with the CVA to refine their work plan and financial structure.

IMPROVE the Village user experi-ence. How is a great restaurant and a great downtown/village the same? They both understand the importance of the customer/user experience. ZAGAT rates restaurants using four criteria: Food, Décor, Service and Cost.

Every great restaurant owner knows that it takes more than just great food to have a successful busi-ness that is sustainable over time.

For a downtown, or in this case a Village, to become a great place it takes the same intense focus on the user experience.

We use four criteria when rating downtowns: access and parking, physical environment, business offer-ing and perception.

Our work will focus on improving the user experience in each of these four areas.

We’re conducting several surveys to help us understand the current uses and current perceptions of the Village.

We’ve developed separate surveys

for Village businesses, Village resi-dents and Village property owners.

We’ve also conducted pedestrian and bicycle counts and an intercept survey of Village users.

The data developed from these surveys will give us both a baseline from which to measure our progress and also insight into improvements that are needed.

REFINE the urban environment. Our pilot bike program has installed twenty new bike racks with the phrase “Bike the Village.”

A grant request for additional funding to add more bike racks has been submitted.

Planters have been relocated in the Village to reduce the concen-tration on State Street and provide more opportunities for outdoor dining and bike racks.

As a result, more outdoor dining and bike racks have been added.

Hopefully you will have noticed the results of our “Light the Village” pilot program.

New decorative lighting has been added to portions of Carlsbad Village Drive and Carlsbad Boulevard. Soon to come is lighting on State Street with the long term goal of additional lighting throughout the Village.

Can Carlsbad Village become the preeminent downtown of North County San Diego?

We certainly think so and will be working with our collaborators to REALIZE that goal over the next three years.

President URBAN PLACE CONSULTING GROUP

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facebook/cityofcarlsbadNews, events and moreLike us

Village Works set to revitalize the downtown area

JUlY 2012 5

Staying safe is a deliberate act. Without making a conscious effort to keep our homes and workplaces hazard-free, conditions can get out of control and catch us unaware, sometimes with dire results.

Inattention is a major factor in many accidents, and all of us at the City of Carlsbad want you to stay safe.

For that reason, I want to talk to you about hazardous materials in the workplace. I know you’re probably saying to yourself right about now, “Oh, I don’t have to worry about that. I’m not a manufacturer. I don’t use any hazardous materials at my business.”

I have a hunch that if you opened a cabinet or utility closet at your business right now, you’d find anywhere from three to five chemicals stored there, and that one of them has been there so long you can’t remember why you got it.

Your Carlsbad fire safety team advises that its good practice to know what chemicals you’re storing at your business, and to dispose of the ones you no longer need before they cause an accident. Any amount of chemicals above five gallons is too much, unless it’s necessary for your regular activities.

Any type of chemical can be hazardous if there’s too much of it, or if its not properly stored and contained.

And while one particular chemical may be only mildly dangerous by itself, it may become lethal when it’s mixed with another agent.

Sodium hypochlorite, the active ingredient in chlorine bleach, reacts chemically with ammonia, vinegar, drain cleaners and other acids to release a toxic gas, which, in large amounts, can sear your lungs, burn your eyes and cause other ill effects.

Bleach is only one common chemi-cal that has hidden hazards. Gasoline, acetone, paint thinners and similar products are so flammable that you’re not allowed to have more than five gallons of them on hand, unless you have a permit and you store them in a flammable-liquids storage cabinet.

Never transfer a chemical from its original container to another, because the label holds useful and vital infor-mation, such as what not to mix with

that product, or what to do if the substance spills or comes into con-tact with someone’s skin or eyes. The label also will instruct you on safety measures, and often lists a toll-free phone number for you to call for information on that substance.

You should also know a product by more than its brand name.

Read the ingredients to find out what’s really inside the bottle, and

be careful about how you store such materials. Don’t put them in rooms accessible to the public, and keep them out of reach of children.

If you have too much of the substance on hand, or you no longer need it, dispose of it properly. Don’t flush it down the toilet or dump it into a storm drain, as that can be harmful to people and wildlife.

Locations in Oceanside and Vista accept hazardous waste from Carlsbad residents for free. Information on their locations is on the City of Carlsbad website, www.carlsbadca.gov/trash.

The city also hosts an annual household hazardous waste collection event each spring, and offers pick up service for a small fee.

If you have any questions about something you have at your place of business, please contact your City of Carlsbad fire safety specialists at 760-931-2141, or firemail@carlsbadca.gov.

As a business owner, I ran for office in 2006 to protect small busi-nesses, and that has always been my first priority.

I’m honored to serve the citizens of North County as their representa-tive in the assembly and fight daily to improve California’s economy and business climate in the state legislature.

Recently, I was grateful to take a brief respite from the battle to join the California Small Business Associ-ation at the Sacramento Convention Center and recognize Mike Morton, Jr. of The Brigantine Family of Res-taurants as my 2012 Small Business of the Year.

It is no secret that California is a tough place for entrepreneurs, espe-cially among those who understand how a business actually works. In the latest piece of bad news for our state, Chief Executive Magazine ranked California as the worst state to do business, earning poor marks for its unfriendly tax and regulatory environment.

Small businesses drive the eco-nomic engine of California. They are critical to the financial well-being of this state through the creation of new business models and employ-ment opportunities, while bringing innovative services and products to the marketplace. That’s why I wel-come the opportunity to recognize hardworking business owners like Mike Morton, Jr. and the Morton family, who have committed to invest and grow their business in California.

In addition to the more than 1,000 jobs they provide in our communities, the Mortons have worked tirelessly to advance the restaurant industry in San Diego through their strong lead-ership in the California Restaurant Association and San Diego Regional Chamber of Commerce.

Celebrating 43 years as a San Diego tradition, The Brigantine

Family of Restaurants has devel-oped into a successful collection of fine restaurants and opened their newest “Miguel’s Cocina” location just blocks from my Carlsbad district office.

More than popular eateries for American and Mexican food lovers, The Brigantine Family of Restaurants is synonymous with quality, value and guest satisfaction.

It’s a family business on two fronts – a family-owned business with several long-term employees who are considered “family.” Also, the Mortons are extremely proud of the restaurant group’s local, friendly flavor, generated in large part by their seasoned and committed staff.

I’m proud of my record standing up for small businesses in the state legislature and even more delighted to name Michael Morton, Jr. and The Brigantine Family of Restaurants as my 2012 Small Business of the Year.

Mike Morton, Jr. has carried on the impressive legacy of his family-owned business and serves as a model to others in the industry. To that end, I will continue my fight on behalf of entrepreneurs like the Morton’s to keep small businesses a vital part of our regional and state economy.

Assemblyman Martin Garrick, R-Carlsbad, represents the 74th Assembly District in the California Legislature and served as Assem-bly Republican Leader in 2010.

Working for small business

Assemblyman ASSEMBLY REPUBLICAN LEADER EMERITUS

mAR

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GAr

rIck

DISTRICTUPDatE

lEGISlATIvE UPDATEPUBlIC SAFETY

The Daily News Cafe, in Carlsbad California, has been catering the needs of businesses and private parties for more than twenty years. We can accommodate up to 80 people at the restaurant for after-hours events. We have provided hearty breakfasts, delicious lunches and gourmet dinners for business meetings, wedding parties and anniversaries. We have served a hot breakfast for more than 700 people and wedding buffets for over 200 guests!

Please contact Bob for our latest catering menu Open 7 days a week 6:30 a.m. to 4 p.m. 3001 Carlsbad Boulevard, Suite A Carlsbad, CA 92008 (corner of Carlsbad Village Dr. and Carlsbad Blvd.) 760.729.1023•dailynewscafe.com

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carlSbad buSinESS journalwww.carlSbad.org6

The Carlsbad Chamber of Commerce is review-ing a new and unique program that provides financing for renewable energy projects while reducing energy usage.

It’s green. It’s clean. It's meaningful to businesses that can improve energy efficiency using a pro-gram that provides rea-sonable long-term financing.

It's also endorsed by the Carlsbad City Council.The PACE program (Property Assessed Clean Energy), according

to Mayor Matt Hall, “has the potential to significantly improve our local economy by creating jobs, reducing property owner utility bills, increasing economic activity and adding value to our building inventory.”

PACE is a local government initiative that allows property owners to finance energy efficiency measures and renewable energy projects using funds paid back over time through their property taxes, reducing the burden of large up-front costs.

The program can work for residences, but is especially useful for businesses.

The PACE financing concept is not new. It has been used for decades by municipalities to pay for improvements in the public interest.

Projects can range from weather sealing and insulation upgrades, to more efficient heating and cooling and solar instal-lations, paid back over as long as 20 years.

What’s more, the repayment obligation can be transferred, like other property assessments, to the next owner if the property is sold.

One of the critical needs of a local program, if one is estab-lished in the county, is the availability of immediate financing, a qualification not always available through traditional government programs.

By working with the private sector to secure financing, PACE programs overcome a major hurdle.

That’s why Mayor Hall has written to county Supervisor Bill Horn urging support for a program that has committed funding, is locally managed and follows a model that has been successful in other regions.

I encourage you to endorse and support an open, competitive market,” Hall wrote, “where property owners and contractors can immediately access the financing they need from multiple capital providers… the entire San Diego region stands to greatly benefit.”

The Center for Sustainable Energy has more information on PACE at www.energycenter.org.

PolITICAl PUlSE BUSInESS BUZZ

PACE offers green energy, lower utility bills, jobs

Chairman GOVERNMENT AFFAIRS COMMITTEE

jO

E cH

ArES

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July 25-Aug. 118:00 pm

TickeTs selling FAsT! Order nOw!

(760) 724-2110 • moonlightstage.comProduced by the City of Vista in partnership with the Moonlight Cultural Foundation

June 27-July 14 8:00 pm

2012 Summer Season at the Moonlight Amphitheatre

A n e n T e r T A i n m e n T e x p e r i e n c e l i k e n O O T h e r

Artisan café at the moonlightPre-show dining on the Moonlight Patio. Visit our website for the menu and to make reservations.

Family nights at The moonlightKids’ tickets are only $10 with a full-price paying adult on Wednesday, Thursday, and Sunday perfor-mances. Good for lawn seating only and sold at the door beginning at 6:00 pm before every show.

Award-winning musical theatre in one of the most beautiful outdoor theatres in southern california.

Arrive early for pre-show dining or picnicking. we’re more than a show. we’re an experience!

Experience the Moonlight!

Professional tennis returns to the La Costa Resort and Spa this summer as the Mercury Insurance Open presented by Tri-City Medical Center comes to town July 14-22 featur-ing some of the world’s top female contenders.

Marion Bartoli, currently ranked No. 8 in the world, leads the 28-player draw, which also includes Angelique Kerber (No. 10) Sabine Lisicki (No. 13), Dominika Cibulkova (16) and former No. 1 Jelena Jankovic. Also competing will be two-time Grand Slam champion Svetlana Kuznetsova.

An open prequalifier will be held from July 7-12. Qualify-ing rounds will be held July 14-15.

The Fashion that Heals Fashion Show presented by Saks Fifth Avenue will be held at 4 p.m. on Thursday, July 19. It benefits women’s health at Tri-City Medical Center and includes renowned keynote speaker Dr. Mimi Guarneri with “Health is Wealth: Renewing Body, Mind and Spirit” and Bridget Naso of KUSI as emcee. Tickets are $200 for the fashion show and the evening’s matches. For more information, call 760-940-3370.

The tournament is a world-class event that showcases the city of Carlsbad and surrounding areas to people around the world, said Tournament Director Steve Simon.

“We are proud to showcase the magnificent city of Carlsbad, the beautiful La Costa Resort and Spa, and the world-class tennis of the Mercury Insurance Open to an international audience,” Simon said. “We believe this tournament will continue to build world-wide recognition for the region, civic pride throughout the community, and significant economic impact for local businesses.”

Ticket information can be obtained at www.mercury-insuranceopen.com.

Mercury Insurance Open returns July 14-22

New Carlsbad park taking shapeCarlsbad city leaders marked the official start of construc-

tion of Alga Norte Community Park, the City of Carlsbad’s newest park, which will include pools, ball fields, a skate park, a dog park, a new playground and other amenities that support a healthy outdoor lifestyle for Carlsbad residents.

The 32-acre park site at the corner of Poinsettia Lane and Alicante Road, just east of El Camino Real. The park is scheduled to open in late 2013.

The approved park design includes an Olympic-sized pool with viewing bleachers, a 12-lane swim instruction pool, a spa, a kids pool and other amenities including lighted baseball/softball fields, basketball courts, picnic areas with barbecues, a playground, a skateboard park and an off-leash dog park.

SDG&E expects to meet summer power demand

Summer typically means warmer weather and increased air conditioning use. This summer, SDG&E reminds customers that, while adequate electricity supplies are lined up to meet customers’ energy needs, conservation and demand response will still be vital during extremely hot weather or an unplanned development.

“SDG&E has been working hard to plan for the summer to ensure that customers’ summer electric-ity needs are met,” said Jessie J. Knight, Jr., SDG&E’s chairman and CEO. “When the Sunrise Powerlink is energized, this will help increase the local power supply and improve the situation in San Diego by increasing the amount of imports into the region.”

Despite having adequate electric resources, condi-tions are subject to change due to unexpected situ-ations that may be out of our control. High air con-ditioning use during summer heat waves or electric transmission emergencies can have severe impacts on SDG&E’s ability to deliver power. “Southern California faces a challenging electrical resource situation this summer because the region’s largest power plant, the San Onofre Nuclear Generating Station, will remain offline for most of the summer,” added Michael R. Niggli, SDG&E’s president and chief operating officer.

JUlY 2012 7

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TAX LAWIRINA N. GoLDBeRG | Law Office of Irina N. Goldberg

Q. What should I know if I have aforeign bank account?A. U.S. citizens are subject to tax on income they have around the

world. They also must disclose their financial interests in and authority over foreign bank, security or financial accounts if the aggregate value of each account exceeds $10,000 at any time during the year.

This disclosure requires the filing of Form TD F 90-22.1 (commonly called FBAR), an information return filed separately from the income

tax return by June 30th. If the IRS determines that a taxpayer’s failure

to file this form is willful, the IRS shall impose a penalty which is the greater of $100,000 or 50 percent of the value of the account for each violation.

A willful violation also subjects the taxpayer to five years in prison and/or a maximum fine of $250,000.

For those taxpayers who have not reported income from their foreign accounts, there is hope.

The IRS has implemented the Offshore Volun-tary Disclosure Program to help these taxpayers become current with their US tax obligations. Currently there is no deadline to participate in this program.

For those who choose to participate in this program, the IRS prom-ises that significant civil penalties and criminal prosecution will not be imposed. In order to participate, the taxpayer must do the following three things:

1) file FBARS and amended income tax returns for the last eight years 2) pay all income tax, penalties and interest owed to the U.S.3) pay 27.5 percent of the highest aggregate balance in the unde-

clared foreign account during the past eight years (with exceptions).

Taxpayers who are currently under investigation by the IRS may not participate.

Goldberg can be reached at irina@goldbergtaxlaw.com

This column gives you the opportunity to tap into the expertise of attorneys who are members of the Carlsbad Chamber of Commerce. If you’d like to submit a question for consideration, send it to jlopez@carlsbad.org. The responses provided in the article are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem. A response in this article by an attorney does not create an attorney-client relationship between the attorney and the reader. The opinions expressed at or through this article are the opinions of the individual author and may not reflect the opinions of the Chamber, its employees, agents, directors or members

— Lee Sterling, guest editor

HR LAWLouIs A. stoRRow | Storrow Law, APC

Q. My mother refuses to move to a nursing home, but she needs daily care. We've hired a young woman to shop, cook, help her dress and do light chores. Jessica comes every day for three hours in the morning and three hours in the evening, and she’s agreed to a salary of $350 a week, which is more than the minimum wage of $8 an hour for the 42 hours each week. My neighbor said she thinks we’re doing something illegal, but my husband insists it’s fine, since Jessica signed an agreement saying she’s an “independent contractor” and not an employee. Who is right?

A. Your neighbor wins this one. Signing an agreement doesn’t make Jessica an independent contractor in California. The law assumes that someone you hire is an employee, unless you can show that they’re not. There are numerous “factors” an agency or judge would consider, includ-ing whether the person is engaged in their own business, whether you have the right to tell them how to do the job, whether you provide the location and supplies they need, and how much skill is needed. In this case, it looks like Jessica is an employee, not a contractor.

If you’ve misclassified Jessica as an independent contractor, California can fine you thousands of dollars and both the state and the IRS can demand back-tax withholding. Normally, from the hours you describe, Jessica would also be entitled to overtime and penalties, but a special exemption for “personal attendants” might apply. If it does, you could pay about the same wage and still comply with the law. Better to treat her as an employee, and budget accordingly. But get advice to make sure the exemption applies, or it could get very costly.

Storrow can be reached at lstorrow@hrlawyer.com.

GoLDBeRG

stoRRow

carlSbad buSinESS journalwww.carlSbad.org8

Is your business planning to estab-lish a mobile presence? If so, one of the first considerations that will likely come to mind is whether to create a mobile application for users to download (app), a mobile web-site, or both.

According to Google, 30 per-cent of all online searches are per-formed from a handheld device, and this number is only expected to grow.

Before evaluating the benefits of a mobile website vs. an app, it’s important to understand the key differences between the two. Both apps and mobile websites provide an optimized user experience when accessed on mobile devices. Mobile websites differ from standard web-sites in that they are designed for smaller handheld displays and touch-screen interfaces.

Apps are computer programs which are downloaded and installed on your mobile device. Users are required to download them for a given operating system.

Which is better – an app or a mobile website?

When it comes to deciding whether to build an app or a mobile website, the most appro-priate choice really depends on identifying who your users are and what your want them to do. If you are developing an interac-tive client inventory management system for your customers, an app is probably going to be your best option. But if your goal is to offer mobile-friendly content to the widest possible audience, then a mobile website is the call. In some cases you may even opt for both as many organizations choose a mobile website as a means to deploy a mobile app.

Mobile website advantages:Generally speaking, when dis-

cussing a mobile website, think consumer response, lead genera-tion, lead capture and customer acquisition.

• No download required – One harsh realization many businesses face after deploying an app is that is it surprisingly difficult to get cus-tomers to download it. Nothing is more disappointing than spending a considerable amount of time and money on the latest app technology only to have no one use it.

• Compatibility – Mobile web-sites are compatible on all mobile devices – unlike an app that must be designed with a specific mobile device in mind (i.e. iPhone, Droid, or Galaxy).

• Upgrades – Apps require con-stant upgrades. This can get expen-sive not to mention updating an app requires updates to be pushed to users, which then must be down-loaded in order to update the app on each type of device.

•Shelf Life – Mobile websites can’t be deleted. The average shelf-life of an app is pretty short, less than 30 days according to some research, so unless your app is the next Words with Friends or useful like Dropbox, it’s questionable how long it will last on a user’s device.

• Social – Mobile website URLs

are easily shared between users via a simple link (e.g. within an email or text message, Facebook or Twit-ter post). Businesses can easily point users to a mobile website from a blog or website, print advertise-ment, or even a text message. An app simply cannot be shared in this fashion.

When Does an App Make Sense?Apps are still very popular, and

there are a number of specific use scenarios where an app will be your best choice.

• Games – for interactive games (think Angry Birds) an app is almost always going to be your best choice

• Regular Usage/Personaliza-tion – If your target users are going to be using your app in a person-alized fashion on a regular basis (think scheduling appointments or appointment reminders).

• Reporting – If you need some-thing that will execute complex cal-culations, charts or reports (think banking or investment) an app will help you do that very effectively.

• Native Functionality - If you need to access a user’s camera or processing power an app will still do that much more effectively.

• No Internet Connection – If you need to provide offline access to content or perform functions with-out a network/wireless connection then an app makes sense.

When developing an app you want to avoid at all costs is the need-less and expensive exercise of build-ing something that can be achieved with a mobile website.

Toth can be reached at jtoth@press-roomwest.com

Managing Partner PRESSROOM WEST

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2010

MEDIUM BUSINESS OF THE YEAR

The Mandatory Commercial Recycling Regulation, enacted by Assembly Bill 341, went into effect July 1, requiring businesses that generate four cubic yards or more of solid waste a week to imple-ment a recycling program.

CalRecycle, the California Department of Resources Recy-cling and Recovery, estimates that the new law will affect about 250,000 businesses, or nearly 20 percent of the state’s 1.3 million businesses. About 90 percent of those businesses are small businesses, with less than 100 employees.

The law also applies to multi-family residential units that have more than five living units.

The new law sets a state-wide mandatory commercial recycling goal of diverting 75 percent of all commercial waste away from landfills by 2020, but there are no diversion goals for businesses — they only have to implement a commercial recy-cling program.

Under the law, “diversion” is achieved by sorting trash and separating recyclable materials and either taking them to a recy-cling station or contracting with someone that does. The new law doesn’t specify how much or what materials must by recycled by a business, and does not limit the materials that can be recycled or composted, though jurisdictions, such as cities, can inform busi-nesses about the law and let them know how they can recycle in that jurisdiction.

Businesses are not required to keep data on their recycling activi-ties, although jurisdictions can enact laws to track recycling.

The City of Carlsbad’s franchised

waste and recycling hauler, Waste Management, offers commercial recycling services, and the City of Carlsbad notes that recycling programs could help businesses lower waste collection bills, since recycling fees are lower than waste collection fees.

The City is also offering the fol-lowing tips:

• Double side copies or save documents electronically.

• Buy bulk products or items that use little packaging. Card-board is recyclable.

• Choose products that come in recyclable or refillable containers.

• “Closing the loop” means purchasing products made from recycled material.

• Consider making forms electronic.

• Promote “think before print-ing” attitude.

— Source: City of Carlsbad

Mandatory commercial recycling is now active

YoUR GUIDE To WHAT'S HAPPEnInG AT THE CARlSBAD CHAmBER oF CommERCE

D IGeStMeMbeR inSiDE

› Sundowner› First Friday› On The Move

› Renewals› Ribbon Cuttings› New Members

what's

› And More...

JUlY 2012 9RIBBON CUTTINGS Meet some of the Chamber's newest members and those celebrating milestones.

10-12 SPECIAl

PUll-oUT

SECTIon!

Cavallo Motorsports hosting Sundowner

Come and meet other business professionals surrounded by the beauty of some of the world’s most exotic cars as Cavallo Motor-sports hosts July’s Sundowner, which will take place from 5-7 p.m. on Thursday, July 19 (please note that this is a change from most Sundowners).

The Sundowners are one of the Carlsbad Chamber of Commerce’s most popular recurring networking opportunities.

Cavallo Motorsports is the pre-mier full-service exotic sports car supercenter, specializing in Italian and all fine European cars.

The Cavallo Service team has more than 100 years of experience and is committed to getting your late model exotic back on the road.

While you will see Ferraris, Lam-borghinis, Maserati, Porches, Jag-uars, BMWs in the shop, Cavallo Motorsports also has expertise in American muscle cars.Their sales department specialize in low-mileage, pristine examples of the most exciting vintage and current production automobiles available.

Stop by to see what they have in their show room or for any of your car service needs, or visit them at www.CavalloMotorSports.com.

This event is only open to

businesses that are members of the Carlsbad Chamber of Commerce. Remember that when a business joins the Chamber, its owners and all employees are considered members.

Admission is $5 per person at the door, cash only.

For more information, or to donate a raffle prize, please con-tact Kathy Steffen at the chamber at 760-931-8400 or email her at ksteffen@carlsbad.org.

If you are a prospective Chamber member and would like to attend, you must RSVP with Kristina McMa-hon at 760-931-8400 or kmcma-hon@carlsbad.org.

network among exotic sports cars

JuLY 19

MOTORCARSby

CAVALLOMOTORSPORTS

Celebrating 90 years of excellence

Be a part of historyreserve your spot today

The Carlsbad Chamber of Commerce is celebrating its 90th with a commemorative publication. Call Director of Sales and Marketing Julie Miramontes to learn about special advertising opportunities.

760-931-8400 or Julie@carlsbad.org

Friday, July 20, 2012 11:30 a.m. – 1:30 p.m.Carlsbad Chamber of Commerce5934 Priestly Dr., Carlsbad, CA 92008

$20 chamber members • $40 prospective members (includes lunch)RSVP required • Space is limited

presented by

MiCrosoFtonline serviCes

siMpliFy your i.t.

In this event, you will learn how to increase I.T. reliability and more easily protect information with Microsoft Online Services and server solutions. Key solutions include centralizing business data, standardizing user desktops and using modern management tools

A Table For Eight provides an opportunity for 8 chamber members to meet for breakfast or lunch and learn more about each other’s businesses. A Carlsbad Chamber member hosts and facilitates the Table For Eight at a local chamber member restaurant.

This program is open exclusively to Carlsbad Chamber members; and the only cost is the price of your meal. RSVP’s are required and can be made by contacting the person listed next to the date.

For more info call: (760) 931-8400 or visit www.carlsbad.org

88

table for eight

Wednesday, July 18 Christine Davis (760)730-3700

Thursday, July 26 David Davis (619)987-7780

Tuesday, July 31 Paula Anderson (619)987-7780

Wednesday, August 8 Rick Kaufman (760)519-9974

ChamberNet10Brown Bag Luncheon

$10 Admission - Members

The workshop is $10 at the door per Chamber Member, and participants will be welcomed on a first-come, first-served basis. Cash payment only please.

” 10 tips on email marketing”

For More Information

Carlsbad Chamber of Commerce 5934 Priestly Dr., Carlsbad, CA 92008 Phone: (760) 931-8400 • Fax: (760) 931-9153

Table Facilitated networking and 10 Tips

WEDNESDAY

JULY 25, 2012 11:30 A.m. - 1 P.m.

presented by Vembra Holnagel, face it Up

www.carlsbad.org • Space is limited, register today!

YOUNG LEADERS — Members of Jefferson Elementary School's Kids for Peace Lifelong Leaders project presented the Carlsbad Chamber of Com-merce with a banner at the First Friday Breakfast in June in gratitude for being named Best Innovative Program at the 2012 Outstanding Education-al Programs Awards dinner.

Meet Julie MiramontesThe Carlsbad Chamber

of Commerce would like to introduce its newest staff member, Julie Miramon-tes, director of sales and marketing.

If you’re a member of the Chamber, contact Julie to learn about the advertising opportuni-ties the Chamber offers, including on our website, www.carlsbad.org, the Carlsbad Business Journal and our special

publications, such as the special edition commem-orating the Chamber’s 90th anniversary.

With nearly a dozen years working in community newspapers in San Diego County, Julie has extensive experience helping busi-nesses of all sizes market their products and services.

Contact Julie by email at julie@carlsbad.org or at 760-931-8400.

MIRAMoNtes

www.carlSbad.org10

Advertising & Marketing AgenciesBarrel O’MonkeyzPaul June424-218-9734www.barrelomonkeyz.comBarrel O’Monkeyz is a full service creative marketing firm specializing in interactive digital media, product and brand design, and traditional marketing such as public relations, advertising, and research.

ElevatorFrank Cowell760-494-7590www.elevatoragency.comElevator is a creative agency that helps progressive brands become preferred. From branding to digital to video and more: We’re media agnostic, idea zealous.

Arts & CraftsStacey Doolittle Wall Art and FurnitureStacey Doolittle714-904-7911

Beauty & Hair SalonsHeadlines THE SalonGayle Fulbright760-436-1812www.headlinesthesalon.comHeadlines THE Salon is one of America’s Top 20 salons in America, who believes in Extraordi-nary Guest experience, Community service and that Education is the key to their success.

Business ServicesEA Outsource & Business ServicesEric Abraham760-579-0248www.eaoutsource.comWe provide our business partners with custom-ized outsource management services and solu-tions to get the job done, focused on achieving their goals and profitability.

Clothing - Women’s & AccessoriesAngels FashionsLatoya James Ricciulli909-354-6748Clothing & accessories.

Day Spa & ServicesOcean Crest Spa Jeannette Handson760-683-5555www.oceancrestspa.comOcean Crest Spa at Hilton Carlsbad Oceanfront Resort is inspired by the Pacific Ocean and evokes the warmth and spirit of Southern Cali-fornia and features seven treatment rooms.

EntertainmentCinepolis Luxury Cinema La CostaAlejandro Saenz760-603-8638www.cinepolisusa.comFull service Luxury Movie Experience. Reserve your seats online, recline in our leather seats and enjoy at-your-seat service from our kitchen.

Financial ServicesBarry M. Rosenberg, CFPBarry Rosenberg760-567-8655Team leadership in providing integrated finan-cial and estate planning services, on behalf of private business owners, in coordination with the client’s other professional advisors.

FlooringXS Studio by Oceanside GlasstileTamara Christman760-929-4000www.glasstile.comXS Studio by Oceanside Glasstile (outlet store) offers high-end glass tile, ceramic, and porcelain tile at factory direct prices. Schedule an appointment at www.xs-studio-by-ogt.com

Floral DesignPennie’s BloomersPennie Thieman714-392-4619Focusing expertise on corporate & business services, hotels, restaurants and special events. Working closely with clients to create distinc-tive fresh-cut flower arrangements for weekly or single delivery in a variety of unique vases and containers that meets your needs and budget.

Hotels, Resorts and Conference CentersHilton Carlsbad Oceanfront Resort & SpaBob Moore760-602-0800www.hiltoncarlsbadoceanfront.comSteps from Carlsbad State Beach, the Resort takes full advantage of its western exposure and sweeping Pacific Ocean views. 25,000 square feet of indoor and outdoor meeting space.

Internet MarketingAndy Vaughn MarketingAndrea Vaughn760-807-5289www.andyvaughnmarketing.comCreate and manage the entire social media presence of businesses. Also specialize in web design and email marketing.

Marketing & ConsultinginsightrakMichele Engel760-445-8696www.insightrak.comConsults on marketing issues, specializing in the selection, customization, and implementa-tion of Customer Relationship Management (CMR) and Sales and Marketing Automation software systems.

Medical Equipment, Supplies & ProductsAccess Medical, inc.Blaine Hunt760-929-2828www.accessmedicalrehab.comWe specialize in custom mobility products, in-cluding manual and rehab power wheelchairs. Our goal is to provide the right manual or power wheelchair to fit the specific needs of each patient.

Non-Profit OrganizationsWheelchair DancersLarry Hull(760)579-1500www.wheelchairdancers.orgOur mission is to make a significant contribu-tion to the lives of individuals with disabilities through the beauty of Ballroom and Latin Dancing.

Painting Contractorsinterior illusion / Faux Painted Garage DoorsCarlos Ordaz(760)521-5100www.interiorillusion.comWe are a family owned and operated company that have been in the decorative painting, custom faux finishes, venetian plasters, and custom murals business since 1989.

Payroll ServicesPayChexCourtney Tuggle(858)547-2920www.paychex.comPaychex, Inc. is a recognized leader in the payroll, human resource, and benefits outsourc-ing industry, with a steadfast commitment to success and a record of achievement that continues a tradition of delivering excellence.

Pharmaceutical ProductsCUSTOpharm, inc.Frederik Defesche(760)683-0901www.custopharm.comCustopharm has experience with regulatory submissions and injectable product develop-ment. We assist companies with FDA submis-sions (IND, NDA, ANDA, DMF), drug listing and establishment registrations and product development support.

Physical TherapyDoctors of Physical TherapyRobert Snow(760)634-9750www.gasparpt.comHelps patients with injuries reach their maxi-mum sports performance, attain skills needed in the workplace, on the field, and perform tasks needed in their daily lives.

Product ComplianceMC Global Access, LLCMichael Cassidy(760)696-3700www.mcconsultants.comMC Global Access provides product approvals for manufacturers selling wireless, telecommu-nications or other electronic equipment abroad. We have compliance solutions for countries in all regions of the world.

Restaurants & EateriesChandler’s Restaurant & Lounge Carl Essert760-683-5500www.chandlerscarlsbad.comInnovation and style comes to this spectacular ocean view restaurant with eclectic seasonal menus inspired by locally grown products. Three outdoor covered terraces offer relaxed ocean view dining. Located inside the Hilton Carlsbad Oceanfront Resort & Spa.

Miguel’s Cocina CarlsbadBrian Harvey760-759-1843www.brigantine.com/miguels_cocina/location-carlsbad.htmlFeaturing a huge island bar, tortilla making station, lavish private dining room perfect for parties and the same authentic Mexican cuisine San Diego has grown to know and love for the Brigantine Family of Restaurants.

Roofing ContractorsAll Seasons General ContractingWesley Lynch858-530-2609www.allseasonsinc.netWe are All Seasons! San Diego’s premier roofing and solar providers. We have been in business for over 14 years, offering superior general contracting work.

Sales & Management TrainingSandler Training, Sales Growth Associates, LLCRobert Swette760-579-7316www.sga.sandler.comDelivering Sandler training, coaching and consulting to help organizations reach their revenue goals by rethinking and reforming their processes and behaviors.

Signs & Graphicsnorth Coast SignsFred Havens760-536-5454www.northcoastsigns.netYour large-format digital printing and sign manufacturing. We specialize in custom signs, combining graphic design and marketing expertise with a penchant for quality.

WELCOME nEW MEMBERS For complete listings visit www.carlsbad.org

RIBBON CUTTinGS

Arthritis conditions impact more than 100 million people in the United States, accounting for 25 percent of all visits to pri-mary care physicians, and half of all anti-inflammatory drug

prescriptions written in the United States annually.

OsteoArthritis Centers of America’s board certified physicians and physical therapists are experts in the evaluation, diagnosis and treatment of Osteoarthritis, Degenerative Joint Disease, musculoskeletal and pain-related conditions.

We utilize advanced, non-surgical, FDA-approved treatments for pain in the knees, hips, shoulders and back.

By being a Center of Excellence and having this combination of specialties under one roof, we create a continuity of care that leads everyone working towards one goal: positive patient outcomes.

We are committed to using the most cutting edge technology, medications, and therapies available to make you feel better.

We even have the Anti-Gravity Treadmill.

OsteoArthritis Centers of America Spe-cializes in:

• Fast, accurate diagnosis for neuromus-cular pain conditions

• Non –surgical, FDA approved treatments for knee pain, hip pain, shoulder pain and low back pain

• Evidence based Manual Physical Therapy for Osteoarthritis, Orthopedic injuries and other diagnosis

•Physical Rehabilitation for stroke (CVA), post injury, neuromuscular disorders.

OsteOarthritis Centers Of aMeriCa- CarLsbad1281 Carlsbad Village Drive, Carlsbad 760-585-7720 | www.motionmed.com

InterContinental IP is an intellectual prop-erty law firm focusing on patents, trade-marks, copyrights, licensing and invention advice.

We are located right across Palomar Airport from the Chamber offices and

offer free initial consultations. Our attorneys are regularly asked to teach

MCLE courses and have put on seminar pre-sentations on six continents.

While we have attorneys with expertise in many types of inventions, we try to focus our practice as much as possible on the fun side of intellectual property, with a number of skateboard and surfing-related patents under our belts.

Indeed, InterContinental IP is believed to be the first law firm in the world who obtained a design patent on a surfboard shape.

InterContinental IP is also a founder of both Inventing Profit, a monthly meeting held at the Chamber focusing on the inven-tion process, and Patents & Prototypes, a live web show broadcast once a month on various topics of interest to innovators, entrepreneurs, and anyone else involved in inventions.

Inventing Profit features a different topic every month with expert speakers in that field.

Patents & Prototypes also covers a differ-ent topic each web-cast, with plenty of time for viewers to video-conference on and ask questions of the guests.

interCOntinentaL ip2141 Palomar Airport Road, Ste. 320, Carlsbad760-651-0142 | www.icipLaw.com

JUlY 2012 11

EVENT CALEnDAR

Chamber Events

Free Score Business Counseling by Appointment Mondays & Fridays

Chamber Closed

THE CHAMBER SALUTES ITS MAy 2012 REnEWALS

Please note that there will be no committee meetings in July. We’ll see you in August!For more information on the events below, visit www.carlsbad.org.

July 11:• Inventing ProfitJuly 18:• Table for EightJuly 19:• July SundownerJuly 20:• Lunch Bytes: Simplify IT/Microsoft Online ServicesJuly 25:• ChamberNet10July 26:• Table for EightJuly 31:• Table for Eight

5D Robotics, Inc.Aflac (North County Regional Office)Alphatec Spine, Inc.Anchor Audio, Inc.Arbor ScientiaAxia Medical Solutions, LLCBarry, Gardner & Kincannon, A Professional CorporationBeck Ellman HealdBest-Rate Repair & ConstructionCalifornia WatersportsCarlsbad Mineral Water Spa/Alt KarlsbadCarlsbad Seapointe - A Grand Pacific ResortCarlsbad Village AssociationCavallo MotorsportsClassic Party Rentals, LLC

Coldwell Banker Residential BrokerageCoombs-Hopkins CompanyCrystal Forwarding, Inc.Eagle GraphicsEl Camino RentalEuropean Wax Center - Bressi RanchFirst Choice Business Brokers (Dylan McGrath)Gilson GraphicsHall & Martin PropertiesHeavy Hitter Industries, Inc.Holy Guaca-MolyIndependent Capital ManagementJamroc 101 Caribbean GrillJerky John’s, Inc.John Stevenson Plumbing, Heating & Air ConditioningJunior Achievement

Jurewitz Law GroupJeff Kassebaum Photography- Certified ProfessionalLa Costa Glen CarlsbadLa Costa Resort and SpaThe Landings at CarlsbadLaw Office of Andrea M. GheriniLife Technologies CorporationMacBride AppraisalMarrs Maddocks & Associates Insurance Services, Inc.NAMM-International Music Products AssociationNewport National CorporationPacific Western BankPackard Government AffairsRaphael’s Party RentalsRealFit4LifeReef

Rowan ElectricSan Diego Botanic GardenSan Diego Hospice and The Institute for Palliative MedicineSchubach AviationStained Glass OverlaySuperior WaterTorrey Pines Scientific Inc.Transworld Business AdvisorsUnited Top Quality Construction, Inc.Vistage International, Inc.Wells Fargo Commercial Banking (Carlsbad)Westfield Plaza Camino RealWindsor at AviaraWomen’s Resource CenterDavid York, Architect

NETWORKING OPPORTUniTiES

RIBBON CUTTinGS

The eCosway stores offer a kalei-doscope of “best of” products in categories including: nutritional supplements, healthy snacks, alka-line water systems, skin care, per-sonal care, shapewear, household

care, and auto care.But eCosway is so much more than a

store — It is a platform for a “prosumer revolution!”

Intelligent consumers that demand the highest quality products at the best possible prices are considered professional consum-ers, or “prosumers,” and eCosway delivers to these folks by sourcing exceptional products from global researchers and manufacturers, buying them in huge quantities and/or pri-vate labeling them to get the best possible prices.

But eCosway doesn’t stop there. It takes prosumerism a step further by actu-ally making consumers profitable. In the eCosway business model, profits that are normally paid to retailers and marketers are instead shared among prosumers in a given community.

One local community member is given an eCosway store free (fully renovated and stocked with products priced to compete

with the large discount retailers) and gets to earn a percentage of all of the sales from that store.

Since eCosway does not do traditional advertising, the rest of the community is invited to share in the profits by creating market share.

VIP Customers can earn free products worth up to 15 percent of the value of the spending of anyone they introduce and entrepreneurs can earn profits by tapping into their social networks near and far to build market share for any of our stores worldwide.

As part of her ongoing mission to educate and inspire stu-dents of all ability levels, Kelly Colerick, credentialed special education and general edu-cation teacher, founded Step

Ahead Educational Services, for students with mild to moderate learning disabilities and Autism Spectrum Disorders.

Colerick earned a master’s of science degree in special education with a focus on exercise and academics. She believes in promoting a healthy lifestyle through exercise and nutrition and has implemented such practices into her work at Step Ahead Edu-cational Services.

To meet the unique needs and challenges of each student, Step Ahead Educational Services incorporates a variety of creative teaching styles and strategies, using inno-vative and multi-sensory-based techniques, specialized movements, yoga and exercise to promote learning throughout the day.

Colerick believes exercise improves chil-dren’s mental state and leaves them more positive and motivated to do well in the

classroom, and that simple educational, kinesiology warm-up exercises before class, such as sensory integration and Brain Gym movements, specifically designed to enhance academic skills, help children with sensorimo-tor issues and learning disabilities.

Step Ahead offers a variety of services including academic tutoring, social skills groups, yoga/nutrition for kids, home school support classes and weekly summer sessions.

step ahead eduCatiOnaL serviCes 3138 Roosevelt St., Ste. H, Carlsbad 858-384-1145 | www.stepaheadsandiego.com

eCOswaY2624 El Camino Real, Ste. A, Carlsbad 760-720-2031

We’ve all be been told how impor-tant the first seven seconds of a pre-sentation, but what about the 7,200 seconds that follow?

Join Bridget Ayers of Get Smart Web as she tackles this subject at the First Friday Breakfast, which will take place from 7-9 a.m. on Aug. 3 at the Hilton Garden Inn, 6450

Carlsbad Blvd.In her pre-

s e n t a t i o n , Bridget Ayers will discuss the six things you need for a successful and memo-rable business presentation.

You will learn how to:

• Strengthen your networking with the right attitude, attire, con-versation, and digital follow up.

• Increase the effectiveness of your marketing collateral by cre-ating expressive and memorable

marketing pieces.• Effectively and dynamically pres-

ent your business and business mate-rial to one person or 100 people.

The First Friday Breakfast is the Carlsbad Chamber of Commerce’s premiere networking and business promotional event, and one of the most regularly attended monthly programs. The cost is $30 for Cham-ber members who register before July 27, 2012. Afterward, the pre-registration cost is $50 and $55 at the door.

Prospective members interested in attending must contact Kristina McMahon at 760-931-8400.

Tabletop exhibits or soapbox pre-sentations are available to promote

your business for $70 each, which includes one breakfast, and must be reserved in advance by calling Kathy Steffen at 760-931-8400 or ksteffen@carlsbad.org

pres·en·ta·tiOn 1. An act of presenting2. The state of being presented3. A social introduction4. An exhibition or performance

What happens after the first “seven seconds”

The American Revolution was

a beginning, not a consummation.

— Woodrow Wilson

AyeRs

AUGUST 3

““

carlSbad buSinESS journalwww.carlSbad.org12

When North County Legal first opened its doors in March of 2009, attorney Ryan Alexeev dreamed of creating the “world’s local law firm.”

North County Legal focuses on estate planning for individuals located in the State of California and on US immigration issues for people located around the globe.

As the practice grew, Ryan began to see the exciting overlap between estate planning and immigration. It is because of their knowl-edge in both practice areas that the attor-neys at North County Legal understand the unique complexities that come with drafting an estate plan for non-United States citizens.

Everyone at North County Legal strives to make clients feel welcome and taken care of from start to finish. Communication with clients is key, and North County Legal wants to redefine the way people feel when they have to go see an attorney.

The attorneys of North County Legal com-bine their comprehensive understanding of immigration and estate planning law, with their creative problem solving abilities, to make sure their clients get a custom solution to their legal matters.

It is that same in-depth knowledge cou-pled with their gentle touch that draws cli-ents to North County Legal.

If you are interested in speaking to the attorneys at North County Legal about your estate planning or immigration needs, please contact them at (619) 819-5085 for a free, 30-minute initial consultation.

nOrth COuntY LegaL - Law OffiCe Of rYan a. aLexeev 2141 Palomar Airport Road, Ste. 320, Carlsbad 619-819-5085 | www.northcountylegal.com

FRIDAY, SEPTEMBER 7, 2012LA COSTA ReSORT And SpA • 2100 Costa Del Mar Rd.Carlsbad, CA 92009

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For more info call 760.931.8400 or visit www.carlsbad.org

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Adventure Cuts & Games is one of Carlsbad’s premier hair salons and party places for the entire family.

It’s the “Disneyland” of hair salons, featuring themed hair-

cutting stations, all of them equipped with TVs and video games.

Kids of all ages, moms and dads can get a high-end haircut, style or color while watch-ing their favorite movie or playing their favor-ite video game. A fantasy-filled salon with a paparazzi runway is loved by all.

The salon also offers out-of-this-world birthday parties, tea parties and video game parties.

Just introduced is a “parents night out” service for children, held from 6 p.m. to 9 p.m. on Fridays and Saturdays. Adventure Cuts & Games also offers services for families that have children with special needs.

Three years ago two sisters had a vision to give quality salon services in a fun-filled, whimsical atmosphere, and Adventures Cuts & Games began. There is no other place in comparison. Adventure Cuts prides itself in high-quality customer service and ambiance.

Adventure Cuts is open seven days a week to accommodate your family's needs. Hours

are from 10 a.m. to 6 p.m. Monday through Friday, 10 a.m. to 5 p.m. and Sundays from 11 a.m. to 5 p.m.

Hair services and party reservations can be made at 760-804-1792. Walk-ins are always welcome, however appointments are preferred on weekends.

adventure Cuts 6965 El Camino Real, Ste. 202760-804-1792 | www.myadventurecuts.com

JUlY 2012 13

Sher aton Carlsbad Resort & SPA5480 Gr and Pacific Drive

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The Carlsbad Chamber of Commerce

and the City of Carlsbad invite you to

join City Council, and chamber business

leaders for a progress report on current

and future City programs and projects.

AdvAnced ReseRvAtions RequiRed eARly RegistRAtion by Aug 3Chamber Members - $50 • Non-Members - $75Table of 10 with company signage - $495Parking included

lAte RegistRAtion AFteR Aug 3Chamber Members - $60 • Non-Members - $85Table of 10 with company signage - $595

Refund fees apply - Sorry, no refund after August 3.

For more information call us at (760) 931-8400 or visit our website at www.carlsbad.org

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› CinÉPOLiS Continued from Page 1

Cinépolis, the fourth-largest movie exhibitor chain in the world, opened its doors at the Paseo Real Plaza in February. The lounge at Cinépolis Luxury cinemas features modern décor, floor-to-ceiling windows. The

lounge is available for group rentals.

www.silvergatebank.com

Open Monday through Friday, 9 a.m. to 5 p.m. 5810 El Camino Real, at Faraday Avenue

THE SILVERGATE CARLSBAD TEAMBranch Manager Steve Ahlquist leads a team of experienced commercial bankers who have deep roots in the Carlsbad community and are ready to serve you.

Pictured (Left to Right):

Karen Lindberg, Relationship Banker

Steve Ahlquist, Branch Manager

Donna Detzel, Branch Service Manager

Erika Flores, Universal Banker

“At Silvergate Bank, we’ve redefined the banking experience to be fresh, approachable and innovative. We look forward to being a trusted banking partner to businesses through-out the North Coast area. Come see us soon!”

-Steve Ahlquist, Branch Manager

Business Banking, Redefined.

760.931.1001 or toll free at 888.742.9358

SILVERGATE BANK CARLSBAD BRANCH

SILVERGATE BANK OPENS NEW BRANCH IN CARLSBAD

Silvergate Bank has opened a new full service branch in Carlsbad to enhance service to its growing North Coast customer base. The branch, located at 5810 El Camino Real at the corner of Faraday, specializes in serving businesses and residents with innovative, competitive products and services.

“We are very excited to be part of the Carlsbad and North Coast community,” said Silvergate Branch Manager Steven Ahlquist. “We look forward to providing our customers with innovative financial products and services along with the refreshing and rewarding banking experience for which Silvergate is known.”

FULL RANGE OF SERVICESCarlsbad and North Coast customers now have access to the full range of Silvergate Bank services including, but not limited to, commercial loans and lines of credit, owner-occupied commercial real estate loans, small business lending, business and personal deposit products, cash management services, ATM and night depository. All customers have access to the full complement of online banking services.

CUSTOMIZED BUSINESS BANKING SOLUTIONS The Carlsbad branch is staffed with a dedicated team of business banking experts who are able to tailor customized banking solutions to help companies grow. Business customers benefit from fast, local decision-making, personal one-on-one attention, and convenient banking, including deposits from their office (Silvergate Office Deposit).

CINÉPOlIS lUXURY CINeMAS6941 El Camino Real, Carlsbad

760-603-8638 | www.cinepolisusa.com

› 90TH Continued from Page 1

will honor the past by focusing on the present and exploring the debt that today’s Carlsbad owes to the past, and profiling the business and institutions that keep moving the city moving forward.

“Simply put, this will be about exploring our place in time,” Owen said.

Plans for the publication are currently under-way and will be presented in upcoming pub-lications, as well as at the Chamber website, www.carlsbad.org.

The history of the Carlsbad

Chamber of Commerce is intertwined with the history of Carlsbad.”

— Ted Owen, President and CEO Carlsbad Chamber of Commerce

“

“

The lounge can also be used for private events and group outings. Arrangements can be made by contacting the events team at 858-200-3781.

Movie enthusiasts wanting to see films in a luxury, full service cinema such as Cinépo-lis, now have three locations to choose from which include two locations in San Diego; Del Mar and La Costa. A third location is now open in Laguna Niguel, which is the chain’s first theater in Orange County. There are also plans for further expansions.

Movie enthusiasts interested in learning more about Cinépolis Luxury Cinemas can visit www.cinepolisusa.com to view movie times and learn about other locations. Guests interested in hosting group or private events should contact Cinépolis Corporate office at 858-200-3781.

The Business Spotlight is a paid editorial fea-ture. For information about getting your com-pany in the spotlight, contact Julie Miramontes at 760-931-8400 or julie@carlsbad.org.

JUlY 2012 15

two-story building at 918 Mission Ave. in Oceanside, in what was once a bank. It’s one of the largest telescope and optic show-rooms in the world.

More than just a store, OPT also acts as a sort of resource hub for those who are inter-ested in Astronomy.

During significant stellar occurrences, the store holds well-attended events. For the tran-sit of Venus last month, more than 500 people visited the Oceanside store.

"Our biggest event was in March 2004 (when NASA's Mars Exploration Rover Mis-sion reached the red planet)," Weatherwax

said. "We had 3,000 people in the parking lot of the store and they had to shut off the freeway. It was just spectacular."

On weekends, OPT sets up telescopes for daylight sky watching, and it holds an annual expo that draws visitors from all over the world (see sidebar).

Another key to the business success is its website, www.optcorp.com, which was launched as an information-only site in 1994, but started practicing e-commerce in 1999.

Now, about 80 percent of OPT’s sales are driven by the website, Weatherwax said.

OPT is also a go-to source of telescopes for enthusiasts, professional photographers, colleges and universities, the military and gov-ernment agencies.

The most visible example of Oceanside Photo & Telescope’s role in making astronomy resources avail-able to the community is its hosting of the Annual Southern California Astronomy Expo, which this year will celebrate its eighth year. The event will be held on consecutive Saturdays, with an Astronomy Faire at OPT, 918 Mission Ave. in Oceanside scheduled from 10 a.m. to 6:30 p.m. on Saturday, July 14. The expo will feature more than 40 astronomy product manufacturers, prize givaways, solar viewing stations and special guests including Geoffrey Notkin, star of the hit television series “Meteorite Men” in the Science Channel, who will speak at 4 p.m. and also be in his own booth all day. On July 21, OPT will host a sale and swapmeet from 10 a.m. to 4:30 p.m., which will be followed by a star party from 6:30-11 p.m. at the new planetarium at Palomar College in San Marcos. There, visitors will also be able to see a special show within the planetarium for $3. For more information, visit www.optscae.com. Penny Distasio, OPT’s website manager and event coordinator for SCAE, said the event draws about 1,200 from throughout Southern California and beyond. “It’s starting to become big enough where people from other parts of the country are attending,” Distasio said. “They are planning their vacations around SCAE.”

Even in our temperate coastal climate with refreshing ocean breezes, summertime can be hot, hot, hot.

The San Diego County Office of Aging and Independence Services has worked with many agencies to establish designated Cool Zones throughout the area; at senior centers, munici-pal libraries and elsewhere.

These Cool Zones provide refreshing relief for older adults and others during hot summer months.

Cool Zones are air-conditioned settings that offer a place where people can gather, help-ing to conserve individual energy costs and lowering overall countywide usage.

They also provide a welcome locale in which people can take refuge from the heat in a companionable setting.

To find a Cool Zone near you, call 800-510-2020 or visit www.sdcounty.ca.gov/hhsa/pro-grams/ais and click on "Cool Zones."

Here are a few ways you can beat the heat at home:

• Avoid physical exertion during the hottest part of the day.

• Stay indoors as much as possible.

• If you are not using air conditioning, keep shades down and blinds closed, with windows slightly open.

• Take a cool shower, bath or sponge bath.• Drink lots of fluids, especially water. Avoid

caffeine and alcohol, which worsen the harm-ful effects of heat.

• Air out hot cars before getting into them.• Never leave children or pets inside a

vehicle!Kaufman can be reached at nkaufman@

hospicenorthcoast.org

› OPT Continued from Page 1

If you’re like most people, you go through many complex thoughts and emotions when choosing investments, especially in this cur-rent environment.

In fact, a field of study called “behavioral finance” is devoted to understanding why people make their investment decisions. As part of their work, behavioral finance researchers examine “biases” that affect people’s investment selections. And as an individual investor, you can benefit from understanding these biases — so that you can avoid them.

Here are some of the key biases identified by behavioral finance experts:

Overconfidence — Overconfidence leads investors to believe they know the right times to buy and sell investments. But if you’re constantly buying and selling in the belief that you are correctly timing the market, you maybe wrong many times, and you may incur more investment fees, expenses and taxes than if you simply bought quality investments and held them for the long term.

Representativeness — If you make deci-sions based on preconceived ideas or stereo-types, you may be suffering from a bias called “representativeness.” For example, if you see that investments from a particular sector, such as energy, have performed particularly well in one year, you might think these types of vehicles will do just as well the next year, so you load up on them. Yet every sector will go through ups and downs, so one year’s performance cannot necessarily predict the next year’s performance. Instead of chasing “hot” investments, try to build a balanced portfolio that reflects your individual goals, risk tolerance and time horizon.

Anchoring — Similar to representative-ness, an anchoring bias occurs when inves-tors place too much emphasis on past per-formance. If you own shares of XYZ stock, for instance, and the stock price hit $60 per share, you might assume XYZ will always sell for at least $60 a share. But if XYZ drops to $30 per share — perhaps as a result of a

broad-based market decline — you might think it’s now “undervalued,” leading you to “snap up” even more shares. However, shares could also fall due to a change in a company’s fundamentals, such as a shake-up in management or a decline in the com-petitiveness of its products. As an informed investor, you need to work with your financial advisor to determine the causes of an invest-ment’s decline and any actions you may need to take in response.

Confirmation — If you are subject to con-firmation bias, you may look for information that supports your reasons for choosing a particular investment. This type of bias can lead to faulty decision making, because you’ll end up with one-sided information. In other words, you may latch onto all the positive reasons for investing in something — such as a “hot stock” — but you may overlook the red flags that would cause you to think twice if you were being totally objective. To fight back against confirmation bias, take your time before making any investment decision — a quality investment will almost always be just as good a choice tomorrow as it is today.

Being aware of these investment biases can help you make better decisions — and over a period of many years, these decisions can make a difference as you work toward achieving your financial objectives.

Peek can be reached at Justin.Peek@edwardjones.com

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Oceanside Photo & Telescope moved to its home at 918 Mission Avenue in 2004. The two-story $1.5 million dollar building is one of the largest and most complete astronomy showrooms in the world.

Opt hOsts astrOnOMY expO this MOnth

carlSbad buSinESS journalwww.carlSbad.org16

June 14 was a special day for more than 700 Carlsbad Unified School District students and their families.

After entering kindergarten as wide-eyed youngsters a dozen years ago, they graduated from high school, eager to achieve their dreams.

In the morning, more than 60 Carlsbad Seaside Academy (CSA)

and Carlsbad Village Academy (CVA) seniors made sure that their facility’s last hurrah — the program moves to Carlsbad High next fall — was a hearty hurrah.

“The Academy turned my life around and enabled me to gradu-ate on time,” said CVA Valedicto-rian Briana Hurley. “Here at a smaller school, I could get away from all the

drama and focus on my studies.” It worked: having graduated with

a 3.6 GPA, Briana plans to attend MiraCosta and intends to become a journalist.

In the evening, hundreds of proud parents and well-wishers parked at the sparkling new parking lot and elsewhere around the beautifully renovated Carlsbad High School

(CHS) campus to celebrate the graduation of approximately 660 ecstatic seniors.

CHS’ annual graduation rate of 95 percent or more exceeds the state-wide average by about 15 percent-age points. Typically, nearly nine out of 10 CHS graduates pursues higher education, including at prestigious universities nationwide.

After the evening ceremony, the newly minted grads celebrated at Disneyland all night and slept all the next day. Ah, youth!

EDUCATIon nEWS

Hein Family funds $100k endowment

Rick and Ann Hein of Rancho Santa Fe have announced plans to donate $100,000 to fund the Hein Family Fellowship Endowment at California State University San Marcos (CSUSM) as part of a match-ing gift challenge.

The endowment will fund need-based fellowships to low-income and first-generation post-graduate scholars in the College of Humani-ties, Arts, Behavioral and Social Sciences.

The Heins recognize that CSUSM students pursuing master’s degrees have unique needs. As the commit-ment to graduate-level study often precludes outside work, graduate fellowships give CSUSM students the flexibility and freedom to focus on their research interests. During the 2011/12 academic year, more than half of CSUSM’s entire student body received some form of financial aid.

More than $1.5 million was awarded in institutional scholarships in the 2011/12 academic year, but less than 4 percent of that amount went to graduate students.

“For many years, we’ve witnessed the really good things happening at CSUSM, especially for low-income students, many of whom are the first in their family to attend college,” said Rick Hein. “We understand that the financial burden can be difficult, especially for graduate students, so now that we’re in a position to give back this is just the right thing to do. We have always tithed to faith-based organizations. With this gift, we

hope to extend our giving by sup-porting a broader community. We’re offering our gift as a match so that, together, we can help more students realize their fullest potential.”

With an endowed gift, the Heins are providing permanent support to present and future CSUSM grad students. Endowments are invested — never spent — and each year a dis-tribution, like dividends on a mutual

fund account, are made to the chosen program or area. Investment earn-ings above the dividend rate help the endowment value grow over time, to keep pace with inflation and maintain the endowment’s spending power.

“Rick and Ann Hein’s generosity demonstrates their belief that to invest in Cal State San Marcos is to invest in the future of our region,” said President Karen Haynes. “Their

support ensures that our bright post-graduate students are able to con-duct the research needed to solve critical issues in a variety of fields and contribute to the intellectual capital of our region and state.”

“This is a very significant gift that provides direct support to our gradu-ate students,” commented Univer-sity Advancement Vice President Neal Hoss. “At a time when support

of higher education is under intense scrutiny, the vision and generosity of Rick and Ann Hein ensures that CSUSM will be able to continue to provide opportunities for advanced knowledge to the benefit of our region and beyond.”

For more information on how you can contribute to the Hein’s chal-lenge, contact University Advance-ment at 760-750-4400.

CSUSM announces graduate fellowship challenge

Vice President of Community Engagement CALIFORNIA STATE UNIVERSITY SAN MARCOS

DR.

jAN

JAc

kSON HIgHeR

LEaRNING

Carlsbad High School grads toss their caps in celebration after their graduation ceremonies. (Photo Provided by Arielle Vey)

Rick and Ann Hein’s

generosity demonstrates their belief that to invest in Cal State San Marcos is to invest in the future of our region.

— Karen Haynes, Cal State San Marcos President

Briana Hurley, Carlsbad Village Academy’s valedictorian.

Carlsbad Village Academy graduate Gervacio Tomas Cruz with his son, Kevin.

Hats off to Carlsbad's Class of 2012 graduates!

“

“

JUlY 2012 17

EDUCATIon nEWS

It is a distinct honor to serve Carls-bad Unified School District (CUSD) and the entire Carlsbad community as your next Superintendent. I’ve had a whirlwind few weeks prepar-ing for my “official” start date on July 1. It has been amazing getting to know the district’s leadership team, touring campuses, meeting staff and students, and learning about Carlsbad, including its vibrant business community.

As a longtime educator, I recog-nize the value a high-quality edu-cation has in attracting and retain-ing residents and businesses to an area. Despite consecutive years of state budget reductions, CUSD has continued to do an exceptional job providing a world-class education to our future workforce.

I am particularly impressed with the district’s College and Career Readi-ness Program. These efforts will help ensure our graduating seniors meet UC and CSU entrance requirements. Broadening academic pathways broadens students’ opportunities to succeed in college, career and life.

Another indicator of the district’s success is the Academic Performance Index (API), which is used throughout

California to rank student achieve-ment. In 2011, CUSD’s API grew to 876 - exceeding the statewide aver-age by 89 points! All CUSD schools have met the state’s target of 800, while five schools have scored above 900. Pacific Rim’s API of 975 (out of a possible 1,000) is ranked among the highest in San Diego County!

Let’s Get to Know Each OtherI look forward to meeting many

of you over the coming months. But for now, here is a brief introduction. I began my career in education in 1983 as a classroom teacher in the Capistrano Unified School District, where I served until 2009.

During that 26-year period, I held

a variety of leadership roles including principal, director, deputy superin-tendent of personnel services and also acting superintendent. In 2009, I joined the Placentia-Yorba Linda Unified School District as assistant superintendent of personnel services.

In addition to a bachelor’s degree and a Multiple Subject Teaching Cre-dential, I hold a master’s degree in educational administration and am completing my doctorate in educa-tional leadership this summer.

Throughout my career, I have worked to develop strong relation-ships with employees, parents, city officials, law enforcement and business organizations. One of the things that drew me to Carlsbad is the reputation of collaboration between the district and its varied stakeholder groups, including the Chamber of Commerce, site PTAs, the Carlsbad Educational Foundation and the grassroots Carlsbad Unified Parent and Community Task Force.

Every school district in California is made up of a network of people,

places and perspectives that give rise to its character and vibrancy. Not only do these networks paint a picture of the workplace, they portray how the greater commu-nity supports this workplace. Sus-tainable networks do not emerge from a single strategy or perspective. They come from an intertwined sup-port system that joins together to

produce good outcomes. As Carlsbad Unified School Dis-

trict’s next leader, I look forward to working in tandem with the Board of Trustees to be gatekeeper of these partnerships. In turn, our District will continue to promote amazing outcomes for our 11,000 students. Thank you for your support in this exciting endeavor!

the CarLsbad unified sChOOL distriCt bOard Of trustees unaniMOusLY seLeCted suzette LOveLY tO be the new distriCt superintendent. she repLaCes JOhn a. rOaCh, ed.d., whO retired On June 30, 2012. during June, superintendent LOveLY wOrked CLOseLY with dr. rOaCh and Cusd’s Leadership teaM tO ensure a sMOOth transitiOn.

Superintendent CARLSBAD UNIFIED SCHOOL DISTRICT

SUZ

EttE

LOV

ELY CARlSBAD

SCHOOL NEWS

Suzette Lovely, third from left, with Board of Trustees members Kelli Moors, Elisa Williamson, Ann Tanner, Veronica Williams and Lisa Rodman.

Sage Creek High School’s Administration Building under construction, late May 2012.

Page 2

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Newly appointed Sage Creek High School Principal César Morales, from right, checks out his new office, accompanied by CUSD Assistant Superin-tendent Suzanne O’Connell and Construction Program Manager Erik Reuter

introducing CUSD Superintendent Suzette Lovely

carlSbad buSinESS journalwww.carlSbad.org18

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The North County San Diego real estate market is experiencing higher home prices, as inventory remains restricted through the summer months. One new challenge for both buyer and seller in today’s market is the appraisal value of the property.

Appraisal values in North County remain conservative and are slow to catch up with the current marketplace. The challenge is not only a local phenom-enon. Low mortgage rates and lower prices have created strong incentive to buy a home in today’s market. The cur-rent monthly costs of homeownership are historically low and comparatively affordable to renting a similar home.

In North County San Diego, the summer market often sees the great-est number of contracts signed during the calendar year. Roughly 30 percent more homes will sell in the peak summer months than during the winter.

However, while more homes typically come on the market in the spring, this year the number of available homes for-sale went down and it has stayed down. As a result, the total number of home sales remain low. A low number of sales amidst high buyer demand will create two distinct challenges for an accurate appraisal.

First challenge: rapidly changing values. As the number of for-sale homes

remain low, home buyers have fewer choices and are having to wait longer to find a suitable home. When a home becomes available, it often has a high level of interest from multiple quali-fied buyers. Multiple-offer scenarios are becoming more common, as many North County real estate brokers will confirm.

After months of searching, today’s buyers are becoming more aggressive to secure a home; even if that means offering more than recent sales. This will cause today’s contract prices to often reflect a higher value than those from only a few months back.

Today’s conservative appraisals act as a stopgap of protection for the bank who typically will loan a majority of the money on a real estate purchase. But a conserva-tive appraisal can also not keep pace with

a rapidly changing real estate market. Second challenge: finding relevant

comparable sales.As fewer homes are sold, there are

fewer direct comparable homes for appraisers to use to justify the value of today’s contract. Many neighborhoods have little to no for-sale activity. As appraisers are often restricted to sold comparables of only the past 90 days, they are having to broaden their search and draw value conclusions that may be inaccurate.

Since foreclosure homes have been replaced by the ‘short-sale’ home in the past 12 months, finding relevant compa-rable sales is ever more difficult.

Short-sales have become nearly 50 per-cent of the currently available homes for sale in North County. Foreclosures have been reduced down to roughly 5 percent of the active inventory from over 30 per-cent in 2011. Even with new agreements by the nation’s largest banks to expedite the short-sale approval process, short-sale transactions will typically take 90-120 days to close escrow.

In an upward moving market, the con-tract price of a sale made 120 days ago is not relevant to today’s market. However, that short-sale will close and create a comparative sale that both buyers and appraisers will use to assess value.

Depending on your vantage point, a conservative appraisal is either a blessing or a curse.

For those selling a home with unique amenities or top market upgrades, the appraisal can make it difficult for you to achieve full market value. If the appraised value comes in lower than contract price, the home buyer will often balk at paying the agreed upon price.

Buyer’s agents often head back to the negotiating table with the listing agent to restructure terms of the deal. Reapprais-als or ‘value disputes’ that challenge a low appraisal with the hope of getting it closer to contract, are coming up short.

A successful ‘value dispute’ often requires new, relevant comparative sales. A difficult task given today’s marketplace. Buyers should see low appraisals as a gift that will, for at least the near term, keep a lid on rising home values until the North County real estate market sees more available homes.

REAl ESTATE UPDATE

ty

SON

LU

ND

HOUSINgtRENDS

$Broker Associate THE LUND TEAM

Appraisals keep a lid on home prices

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760.438.0800 | www.LUNDTEAM.com

Celebrating more than

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Top 5 Homebuyer To-Do’sThe tempo of today’s real estate market is fast,

requiring agents and buyers to move quickly to secure a desirable home. Buyers are prone to make hurried decisions, exposing them to a less-than-desired result. Here are five steps to be a better buyer in today’s North County real estate market.

1. Get prequalified. An old adage that remains true today. A serious buyer will take the time to secure a pre-qualification letter from a mortgage bank or broker prior to looking at homes. Many high income earning professionals are surprised on their qualification status given today’s stricter lending environment. You will not only be able to determine the price range of your search, but be able to address any challenges in regards to credit, income or documentation.

2. A detailed self assessment. Decide what is important to you and/or your family. Develop a ‘want’ list and a ‘needs’ list. Talk with a professional about neighborhoods that might fit your criteria. An experienced professional can you create a plan with realistic goals. You may not be able to get a 4 bedroom home in walking distance to the beach for under $500,000. But maybe a 3 bedroom within a half-mile.

3. Remain flexible in your time frame. With fewer homes available for purchase be prepared to wait longer to find the home that best fits your needs. It is becoming more common for qualified buyers to wait 6 or 9 months to find the right home. Having a flexible interim housing option will relieve unnecessary pressure on an already stressful process.

4. Don’t get hung up on past comparative sales. The market is moving away from past sales in an upward trend. Some buyers will become fixated on a single comparative sale that happened last year; a sale that is no longer considered relevant given the current marketplace. And in the process miss out on many other valuable homes.

5. Know what you’re buying. A detailed exte-rior and interior inspection of the property during your showing can help you minimize any ‘oh I have to repair that’ during escrow. In a competitive market, many buyers are not given much time to consider all aspects of the home. And only once they get into escrow they find the home needs a new roof, extensive termite repair or a new heating system. It is often more difficult to change contract terms ‘in-escrow’ than come upon an agreement at the onset. — By Tyson Lund

REAL ESTATE BUzz

JUlY 2012 19

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