Estero April 2013

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APRIL 2013 CELEBRATE ESTERO | BUZZ | CALENDAR OF EVENTS

MIRACLEHOMECOMING:DOUG MIENTKIEWICZ

A comprehensive approach to higher education

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6 APRIL 2013 | LIFESTYLEMAGAZINEGROUP.COM

HAPPY APRIL, ESTERO!

The fi rst full month of spring is upon us. The ‘boys of summer’ have broken camp and are headed to their home stadiums for the baseball season. The grueling March Madness has ended and the Spring Breakers are back at school, leaving the rest of us to enjoy our ‘paradise’. April is one of those transitional months when we can catch our breath and plan for the numerous upcoming events!

Consider participating in the 10th Annual Celebrate Estero at Miromar Outlets on Saturday, April 6. Estero Lifestyle Magazine is this year’s title sponsor! Read all about this community favorite in this month’s issue.

You may want to join the annual Estero Relay for Life on April 19 and 20 to support cancer research, to honor those who have lost their battle and to encourage our local cancer survivors. Find all the details in this issue.

One of the highlights this spring will be the Grand Reopening Festival at the Conservancy of Southwest Florida on April 20 and 21. Read about the many activities for all ages at this jammed-packed weekend celebration.

In this issue we introduce you to a local business– Estero Foot Solutions. Find out how owner Chris Cole can help us maintain healthy feet. After all, good health starts from the bottom up!

We have a new worship alternative in the area. Destination Church has a unique concept you will fi nd interesting and perhaps appealing. Imagine a church with comfortable seats! Read the details for yourself.

Did you know that Hollywood has come to SW Florida for the last four years? Glitz and glamour, red carpet

and paparazzi! Read a heartfelt story about how the student athletes at FGCU work together on Spring Bling, a Hollywood bash for children with life-threatening illnesses.

For our restaurant feature, we traveled a few miles north into Fort Myers to experience the Sunshine Grille. You will want to add this fi ne dining experience to your list of favorites. A Florida atmosphere at its fi nest!

The new fi eld manager for the Fort Myers Miracle, Doug Mientkiewicz, is featured in our cover story. His life has come full circle. Read about what “coming home” means to both Doug and the Twins/Miracle organization. Be on the lookout for

Estero Community Night at the ball park this summer!

For those seasonal residents who must leave us, we bid you a safe journey to your fi nal destination. We wish you a relaxing summer, good health and we look forward to welcoming you back next fall/winter.

Check out our new website at www.esterolifestylemag.com where you will fi nd additional stories and content. Feel free to share your comments and suggestions through the website.

As always…Enjoy the Lifestyle!

Gary

APR

IL 2

013

from the publisher

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PUBLISHER Gary Israel

EDITOR IN CHIEF Michael Koretzky

ASSOCIATE EDITOR Danielle Tarrant

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BUSINESS STYLE EDITOR Brandon Ballenger

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©2013 Estero Lifestyle is published by Lifestyle Publications, LLC, all rights reserved. Estero Lifestyle

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EsteroLifestyle

Assisting Buyers, Sellers, Investors & International Clients

www.EsteroHomeSales.com 21105 Design Parc Lane, Suite 3, Estero, FL 33928

It’s about a desired convention… a convention meant to capture the luxury and bliss of the Southwest Florida lifestyle.

If you’re dreaming of beautiful white sand beaches and pristine golf courses in natural preserve settings, you’ve come to the right place.

In our world,SURF& TURFisn’t about cuisine.

Welcome to the Lifestyle.Our featured communities include:

Miromar West Bay Grandezza The Brooks Wildcat Run

Judi GietzenCell: [email protected]

2013 BEAR Executive Secretary2013 WCR District 5 Vice President

2012 President, WCR Bonita Springs-Estero2012 Board of Director Bonita Springs-Estero Board of Directors

2012 Estero Chamber of Commerce Membership Chairman2012, 2011, 2010, 2008-2006 Top Producer Award

2012 WCR Realtor Member of the Year Award recipient2012 WCR Entrepreneur of Year Award recipient

Assisting Buyers, Sellers, Investors & International Clients

Alana ConsoloCell: 239-848-7080

[email protected]

2013 WCR Bonita-Estero VP of Membership2012 WCR Bonita Springs - Estero Community Outreach Chair

2012 WCR Rising Star Award recipient

Owner/Broker Realtor®

12 BUZZ

STYLE 14 Travel Style: Up Close and Personal Safari

COVER STORY 18 Miracle Homecoming: Doug Mientkiewicz

FEATURE STORY 22 Destination Church

HAPPENINGS 28 Celebrate Estero 30 Estero Relay for Life 32 Spring Bling

BIZ STYLE 34 Chris Cole

DINING REVIEW 36 Sunshine Grille

40 CALENDAR OF EVENTS

SCENE ON SITE 42 Historical Society Tea-Luncheon 44 Race for the Cure 46 Shoes that Fit Luncheon 48 Food and Wine Fest

50 AND ANOTHER THING

APRIL 2013

18

30

42

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contents

10 APRIL 2013

LIFESTYLEMAGAZINEGROUP.COM | APRIL 2013 11

The Conservancy of Southwest Florida is celebrating the completion of its two-year, $20 -million renovation and enhancement project – by inviting the public to experience the new nature center and explore the natural pleasures of the preserve.

The Conservancy Nature Center is a celebration of all natural treasures in the region: water, land, and wildlife. The two-day Grand Reopening Festival, April 20-21, will be packed with opportunities for exploration, learning, and family fun.

“There’s something going on just about every minute Saturday and Sunday,” says Barbara Wilson, the Conservancy’s marketing director.

Events will be taking place simultaneously on the main stage, at Eaton Conservation Hall, in the Kid’s Corner, at the Ferguson Learning Lab, out in the Marsh Gazebo, and at the von Arx Wildlife Hospital.

Children will enjoy puppet shows, eco-games, story time, live animal presentations, arts and crafts, and the touch tank. The whole family can get involved in a “Trashformation” art contest or a drum circle.

Keynote speaker Sylvia Earle will share photos and stories from more than 60 underwater expeditions she has led worldwide for National Geographic. She is a prolifi c author and has conducted more than 7,000 hours of underwater research.

Earle will be speaking in the Jeannie Marie Smith Theater

at noon on Saturday. Conservancy members will be treated to a private presentation followed by a meet-and-greet later in the afternoon.

Several other speakers will be conducing interactive programs throughout the event, including wildlife talks, science programs and ecology expositions. Bands will perform throughout the two-day festival, and guests will have opportunity to take in several fi lm screenings. Vendors will provide plenty of dining and refreshment options, along with unique eco-friendly styles.

Festival guests are asked to park at Colonial Square on Goodlette-Frank Road for complimentary trolley service to the festival entrance at Smith Preserve Way. For more information on the Grand Reopening and a schedule of events, visit www.conservancy.org/grandreopening or call the Grand Reopening Hotline at 239-430-2466.

buzz

Conservancy of SW Florida Grand Reopening Weekend Festival1450 Merrihue Drive, Naples (Just south of the zoo on Goodlette-Frank Road) Sat., April 20, and Sun., April 21, from 10 a.m.-4 p.m., Admission: $10 for adults; $5 for children (members free)




UP CLOSE AND PERSONAL

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However the reason to go on a safari shouldn’t be for the accommodations. As safari travel has become more and more popular, so has access to game. Sometime the experience can be marred by trucks fi lled with tourists all after the same experience of being up close and personal with the world’s most illusory animals. Lisa and her travel team at SitInMySeats, VIP Tickets, Travel & Concierge Services can help you avoid the pitfalls by customizing a private safari fi t for your Majestic King of the Jungle!

Cape Town, the Capital, is one of the most visually spectacular cities in the world. Known amongst locals as “Cape Town’s Little Black Dress,” it is the ideal place to begin and from which to explore the Peninsula - the trip to Cape Point to see where the mighty Atlantic & Indian Oceans meet at the very tip of Africa is a spectacular! The Cape Winelands offer wine and culinary opportunities and the city offers a diversity of cultural experiences like no other! You may fi nd yourself staying in a stand-alone gazebo with a four-poster bed, window-side Victorian baths, your own staff, guide and butler! Or perhaps you prefer your own swing bridge that links to your tree house suite.

A trip to Africa would be incomplete without riding an elephant in Botswana! “The African Elephant possesses a deep level of emotional intelligence, and spending time with them in their natural environment is one of those things that must be on your bucket list! The gateway to the Okavango Delta provides a balance between the water based and land based wildlife viewing in the Delta and also exposes guests to an array of wildlife. The game viewing here is unrivaled in some of the most pristine wildlife areas in Southern Africa.

Then it’s off to Victoria Falls to view one of the seven great natural wonders of the world. Why not stay at the base from a hotel we call the colonial

gem in plain view of the falls and an ideal place from which to explore the falls or enjoy the multitude of adventure activities in the region.

Lastly let the Lisa and her team at Sit In My Seats educate you on the importance of good behavior. Being close to lions, and rhinos and zebras, oh my, might be exhilarating, but make sure that excitement doesn’t get the best of you. Always observe the animals silently. A safari provides you with the opportunity to see them in their natural environment and doing their natural activities, says Lisa Crawford. Loud talking on game drives is a no no and may frighten the animals away. Of course never attempt to approach a wild animal on foot, especially near your lodge or campsite where the animals have become accustomed to humans! Remember we are visitors in their home!

Now you’re ready to get up close and personal in Africa, one of the best and most popular destinations for adventure and luxury travel. The magic has already begun. Envision yourself in an open safari jeep surrounded by buffalo giraffe loping in silence across a yellow-fl ecked savanna, lions patrolling at sundown, hyenas nervous, laughing… darting in and out of the full moon shadows. Let our team lead you down a path that you have only walked in your dreams!! For more information on Africa or any other travel destination, please contact SitInMySeats VIP Tickets, Travel & Concierge Services at 954-456-0419/ 866-798-7328 or email Lisa Crawford at [email protected]. You can now customize your trip with Lisa in person at her new offi ce located at 1263 E. Las Olas Blvd., Suite 204 in Downtown Ft. Lauderdale.

The days of roughing it on a safari in Africa seem to be a thing of the past. From Kenya to Zambia, fi ve-star safari camps are plentiful and amenities aren’t uncommon with thatched suites, wooden terraces, in-room plunge pools and even private helipads.

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DOUGMIENTKIEWICZ


FOR DOUG MIENTKIEWICZ, COMING BACK TO SOUTHWEST FLORIDA AS FIELD MANAGER FOR THE MINNESOTA TWINS’ CLASS A AFFILIATE, THE FORT MYERS MIRACLE, IS IN MANY WAYS A HOMECOMING – BRINGING HIM FULL CIRCLE TO THE PLACE WHERE HIS PROFESSIONAL BASEBALL CAREER BEGAN.

“It’s a gem to have him back,” says Andrew Seymour, General Manager of the Twins’ Fort Myers operations.

Mientkiewicz joins Hitting Coach Jim Dwyer and Pitching Coach Ivan Arteaga. Dwyer is one of the many familiar faces, having been the Twins’ minor league rover back when Mientkiewicz fi rst joined the organization after being drafted in 1995 following a sensational season with Florida State University.

The Seminoles earned their fi rst ACC Championship that year, and Mientkiewicz was named the ACC Atlantic I Regional MVP. He now starts his career as a manager wearing the same team uniform in which he began his professional baseball career.

“I’ve always considered myself a Twin,” he said during a Jan. 9 press conference to introduce him as The Miracle’s new fi eld manager. “I feel like I just blinked and 16 years went by, and I’m right back to where I was.”

After his fi rst season in the majors in 1999, Mientkiewicz joined the U.S. Olympic team for the 2000 Sydney Games, hitting the game-winning home run against South Korea in the semifi nals and helping American capture its fi rst and only Olympic Gold medal in baseball.

He considers his Olympic experience the No. 1 highlight of his professional baseball career. Another highlight was making the out that ended the Boston Red Sox’ 86-year “curse of the Bambino,” during the 2004 World Series.

“Every kid dreams of winning the World Series,” says Mientkiewicz, one of just fi ve American baseball players with both an Olympic gold medal and a World Series ring. He also earned the American League Gold Glove award as top defensive fi rst baseman with the Twins in 2001.

After nine years with the Twins organization, Mientkiewicz went to Boston in a four-team, multiple-player trade that landed him and Montreal Expos shortstop Orlando Cabrera on the historic Red Sox team. The transition went smoothly for Mientkiewicz, who

MIRACLE HOMECOMING: DOUG MIENTKIEWICZTO MANAGE FT. MYERS MIRACLE WORLD SERIES WINNER & OLYMPIC MEDALIST COMES HOMEBY LAURA CUMMINGS GATES

knew many Red Sox players from spring training in Fort Myers.

“We were a traveling reality show before they had reality shows,” he says of the championship team that started the series down 3-0 to the


Yankees before storming back for four straight wins. “It was pretty exciting. That team was a perfect train wreck.”

Before being traded to Boston, Mientkiewicz had settled in Estero. Although he was awarded the starting fi rst base job for the Twins in 2001, his permanent residence was in Pelican Sound.

“We were in Estero when the only thing they had was Pelican Sound, and they just got Bahama Breeze, so a lot has changed since then,” recalls Mientkiewicz. “You could get from Estero, up 41, all the way to the stadium in about fi ve minutes.”

Born in Toledo, Ohio, and raised in Miami, Mientkiewicz considers himself a Florida boy, having played for Westminster Christian School in Palmetto Bay, a baseball mecca that also produced World Series winner Alex Rodriguez.

Mientkiewicz’s broad-reaching background is a huge draw to The Miracle, Seymour says. He has connections with fans in Miami and Ohio, as well as fans of FSU, the Twins, the Red Sox and the fi ve other professional teams he played for: the New York Mets, Kansas City Royals, New York Yankees, Pittsburgh Pirates and Los Angeles Dodgers.

“He has tremendous reach,” Seymour notes, adding, “He’s a hustler. He’s a real get-dirty, get-after-it kind of guy. He’s a leader in the clubhouse and a character guy.”

Mientkiewicz made his coaching debut last season as hitting coach with the Ogden Raptors, a Los Angeles Dodgers affi liate in Ogden, Utah. He was eager to head back “home” to Fort Myers to take the top job for The Miracle, replacing former Miracle manager Jake Maurer, who has moved to the Twins’ newest Class A affiliate, the Cedar Rapids Kernels.

The Miracle’s season kicks off April 4 with a home opener against the Bradenton Marauders. Mientkiewicz says his goal as manager is to develop players both on and off the fi eld.

“The best part of coaching is when you see a player grow, and that has nothing

to do with his athletic ability,” Mientkiewicz says. “You start to see a maturity and see them take it a little more serious every time they step onto the fi eld. This is their career. It’s part of becoming a man.”

Players have to want success bad enough to work for it, he says. That was a lesson he learned early from his all-time favorite coach, his dad, Len Mientkiewicz.

“My dad used say, ‘100 swings a day or you’re cheating yourself,’” Doug recalled. “That’s the way it was since I was fi ve years old. He was and always will be my No. 1 manager. He taught me the basics and taught me how to work.”

Now it’s Mientkiewicz’s turn to pass that work ethic onto his son, Steel. At age 7, Steel is already a huge sports fan and loves hanging around the fi eld and in the clubhouse with the players.

“He’s looking forward to getting thrown in the garbage can by my guys,” Mientkiewicz jokes.

Seymour made sure Steel had plenty of Miracle baseball caps, properly outfi tting him to cheer for his dad’s new team. He and Mientkiewicz’s wife, Jodi, will drive up from the family’s home in Islamorada for visits throughout the season.

Coaching in the minor leagues is a challenging job, as the top priority is developing players, Mientkiewicz said.

“Being a minor league manager is tough because if you’re players do really well, they move on,” he says. “As a fan, you want to watch you’re team win – and at the Twins organization, we feel winning is a big step to becoming a major league player – but I’m not going to put it ahead of somebody’s health or developing somebody else. It’s defi nitely challenging as a manager.”

Many players already know Mientkiewicz and are excited to learn from him, Seymour says.

“On fi eld and off, we’ve got a great deal of talent ready to entertain and dazzle the people of Southwest Florida,” Seymour adds. “Needless to say, we are all tremendously excited for another exciting season of Miracle Baseball.”

The Miracle’s regular season runs from April 1 to Sept. 1. For a complete schedule and player roster, visit www.miraclebaseball.com.


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This Sunday, you might want to take a trip to DC. Not the seat of U.S. government, the other DC: Destination Church.

It’s a new worship alternative in Estero, veering sharply from the stereotypical image of church. From the name to the location – inside Regal Gulf Coast Cinema – nothing about this church is traditional, apart from some core biblical beliefs.

Dress is casual and worship lively, as Destination Church reaches out to those turned off by liturgy. The opening series focused on strengthening marriage rather than Lenten

BY LAURA CUMMINGS GATES

A Defi nitelyDifferentDestination



themes. To draw interest from those on the verge of making a marital commitment, the church advertised free movie tickets to students from Florida Gulf Coast University and elsewhere, who attended the grand opening service March 3.

We asked Pastor John Wilcox why he decided to start Destination Church and how its style of worship fi ts into the overall landscape of spirituality in Estero.

WHY DID YOU OPEN A CHURCH IN A MOVIE THEATRE?

It is a place everyone has been before. People who may not be so quick to go to a traditional setting might feel more natural going into a theater. It also provides an environment where people can kind of lose themselves in the experience. It was a “ready made” environment which allows for dynamic music and worship, great acoustics and great aesthetics.

HOW DID YOU COME UP WITH THE NAME? We wanted a name that would appeal to both church

and unchurched people. What ‘Destination Church’ says

is that Jesus is the ultimate destination. It is interesting that when it comes to faith, the “destination” is actually the starting point to the real journey we were meant for – a life with Christ.

WHAT SETS DC APART FROM OTHER CHURCHES IN THE ESTERO AREA?

We all recognize we are on the same team, but we are called to speak in different ways. People who are willing to listen to what Destination Church has to say, may not be willing to hear what another church might say, and vise-versa. The reality is there are over 100,000 people within a 15-minute radius of our church, and yet there are only enough seats on any given Sunday for less than 10 percent of these people. In truth, we could use another handful of churches in this area.

IS DC PART OF ANY DENOMINATION OR NETWORK OF CHURCHES?

We are part the New Wave Network. We have launched fi ve churches along the I-75 corridor of Southwest Florida. We have positioned ourselves as an interdenominational church which says regardless of your religious background, or the lack of a religious background, we want you to join us and be part of what we are doing.

WHY DO YOU FEEL SO MANY PEOPLE ARE TURNED OFF BY TRADITIONAL CHURCH?

Traditional church has an audience but has never sensed the need to change as culture has changed. At DC, we try to speak the language of the culture, without losing the essence of the message. The surprise is we have crafted a very modern experience with a very traditional gospel message.

WHAT IS THE VISION OF DESTINATION CHURCH?

At Destination Church, we do life with purpose and faith with relevance. We want to show how the message of Jesus is relevant to our culture, strengthens families and communities, encourages giving and service, is for everyone – and our individual grace stories must be communicated. It gives life and defi nes purpose. Society views the church as hypocritical and self-righteous. In reality, the church should put on full display who we really are: broken people in need of a God who continues to love and fi x broken things.

Sundays » Regal Gulf Coast Stadium 16 & IMAX at Gulf Coast Town Center

» 10 AM » www.DCestero.com

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6APRIL

» Miromar Outlets » 11AM-2PM

The Estero Chamber of Commerce is preparing for its 10th annual Celebrate Estero at Miromar Outlets on April 6. It’s become a tasty annual tradition for our community, with a chili and rib cook-off, as well as many vendor booths.

This year, Estero Lifestyle Magazine has joined the party as title sponsor.

“The vision of Estero Lifestyle Magazine is to bring back to the community the people, places and events that contribute to the Estero lifestyle,”

says Publisher Gary Israel. “What better way than to sponsor an event that celebrates all that’s good and positive in our community.”

The Estero Fire Rescue District (EFR) is again challenging teams from other fi re districts, as well as community organizations, to a Chili and Rib Cook-off. Estero fi refi ghters will face their longtime rival, the Southern Boys from San Carlos Park, as well as other competitors. Last year, Estero brought home the trophy for Best Overall Ribs, while the Southern Boys took the trophy for Best Overall Chili.

“We are really looking for community groups and organizations to come out and challenge the fi refi ghters this year,” says EFR Public Relations Manager Susan Lindenmuth. “It’s time to see who truly has the best chili recipes and who has created the best rub for ribs. It’s all about the bragging rights.”

Celebrate Estero differs from most festivals because it’s about the local residents and businesses – not seasonal tourists, says Debi Montenieri, president of the Estero Chamber of Commerce.

happenings

Celebrate EsteroBY LAURA CUMMINGS GATES


County and state agencies, including the Lee County Sheriff’s Department, will be greeting the public and displaying equipment. Family entertainment includes stilt walker and balloon artist Way Too Tall Torrie, a hit at her Celebrate Estero debut last year.

The Estero High School Jazz Band will be playing throughout the event, and the Cool Cruisers of Southwest Florida will join the celebration this year with a cruise-in of classic cars.

For the fi rst time, the Chamber will be awarding $2,500 scholarships to two Estero students heading to Florida Gulf Coast University. The scholarships were made possible through the Meg Judge Memorial Golf Tournament, named in honor of the Chamber’s founder who died in 2011.

Judge dreamt up the idea of Celebrate Estero more than a decade ago, working closely with Shelley Starner-Pritt, assistant general manager for Miromar Outlets, to create an event which would not only celebrate Estero businesses but also the government agencies which serve and protect Estero residents.

Chamber directors are keeping the tradition alive, making changes and additions to enhance the annual celebration. This year, the date was changed from mid-February to early April, so as not to compete with other events happening in season. This year’s crowd should be the largest yet, Montenieri adds.

Much has changed in Estero since the fi rst Celebrate event in 2004. Miromar Outlets was fairly new then, having doubled in size since those early days. The overall population of Estero also has doubled. Back then, The Villages at Country Creek was the only sizable residential development along Corkscrew Road.

“Estero was a cow patch,” Montenieri says.The community has since become a destination for

shopping and entertainment, as well as home to more than 32,000 full-time and 19,000 seasonal residents.

“Estero is young in comparison to most other communities, and it has the advantage of being planned and developed in an intelligent way,” Montenieri says.

The Chamber has been part of that careful planning, often lobbying government offi cials on issues affecting Estero’s quality of life. While the approach was needful, the Chamber also has evolved. The current leadership is sharing duties and providing more opportunities for business representatives to network, learn and support each other, Montenieri says.

The Chamber is adding fi ve or six new members each month, she adds. “It really is becoming a new and vibrant chamber.”

Montenieri invites community members to come out to Miromar Outlets April 6 to sample some great chili and ribs, enjoy the entertainment and learn more about the businesses and agencies which serve Estero.

“This is a great opportunity for the businesses to showcase themselves,” she says. “The community comes out, and everyone has a good time.”


19APRIL

» Estero Community Park » 6 PM

» www.relayforlife.org



EsteroRelay for Life

About 35 teams are hoping to raise more than $35,000 for the American Cancer Society during the Estero Relay for Life, which starts the evening of April 19 and runs through the night.

Team members will be taking shifts walking the track at Estero Community Park for 18 hours straight. The length of the event, including times of light and darkness, is intended to symbolize a cancer patient’s journey through treatments and recovery.

After teams walk through the night, they will be leaving exhausted and weak, just like someone enduring cancer treatment. However, the dawn of the new day reminds them there is hope for a cure.

The event kicks off with a Survivor’s Lap and includes a breathtaking luminary display on the hill throughout the night. Each luminary bears the name of a loved one lost to cancer or a survivor currently battling the disease.

“We’ve all been touched by cancer, and it’s nice to see the community get behind this and want to make a difference,” said Audra Holowesko, community representative for the American Cancer Society. “You really are helping people in your community who are going through cancer and their caregivers.”

Not only does the money go toward cancer research, much of it stays in Southwest Florida to directly benefi t cancer patients. The local ACS chapter runs its own wig center for those who have lost their hair through treatments, Holowesko added.

This year, Michael Jackson of Keller Williams Realty has taken the helm as chairman of the event.

“My father is a two-time cancer survivor, and I lost a very close friend last year at the age of 30,” Jackson explained. He was mentored by last year’s chair, Judi Gietzen, having previously been Activities and Entertainment chair.

The 18-hour relay will include plenty of opportunities for community involvement and support, from cheering on walkers to entering raffl es or enjoying bands on stage, Jackson added.

Holowesko said she is encouraged to see the Estero event gaining community support each year.

“We have a lot of new teams that haven’t participated before, which is exciting because it’s showing the event is growing,” Holowesko said. “It’s awesome to see veteran teams mentoring those new teams. We’re gearing up and getting really excited.”


20APRIL

» Children’s Hospital Atrium at Health Park

For one night each spring, seriously ill Southwest Florida children are transformed into superstars. They walk the red carpet and pose for paparazzi as camera bulbs fl ash and adoring fans ask for autographs.

Roles are reversed as Florida Gulf Coast University student athletes cheer for the pint-sized MVPs during Spring Bling, a unique community collaboration designed to honor children as they courageously battle through hospitalizations and treatments.

“It’s a red-carpet event for those children with life-threatening illnesses, who truly are MVPs in Southwest Florida,” says founder Jennifer Gabou, the women’s tennis coach at FGCU. “The student athletes do a great job with their enthusiasm and treating those young kids with the respect they deserve and as heroes who really are fi ghting for their lives.”

Now in its fourth year, Spring Bling is a night of dinner, dancing, games and giveaways for child patients and their families. The gala has grown each year through a partnership between FGCU Athletics, the United Way, The Children’s Hospital of Southwest Florida, and For the Kids Foundation.

“It really has become an awesome collaborative effort,” Gabou says. “We have no budget. It’s really an event of the heart.”

Carrabba’s caters dinner, and chocolatier Norman Love brings dessert. This year’s event is scheduled for April 20 and takes place in the beautiful Children’s Hospital atrium at Health Park.

“We take over the atrium and totally transform it,” says Stacie Kmetz, a child life specialist with Lee Memorial. “They get to come to the hospital to

experience something fun instead of some kind of medical procedure. Having a party like this helps them to normalize.”

Invitations have been sent to the young honorees, who will arrive in their fanciest ensembles. A station for further “glamming” will be set up near the entrance, where attendees may fi nd accessories like makeup, party hats, and glow sticks.

When they’re ready, these tiny superstars strut down the red carpet, which is lined with about 90 student athletes, all begging for a scrawled autograph on their T-shirt. The Downtown Diva conducts live interviews from the runway.

“There’s a myriad of emotions you see as they walk the red carpet,” Gabou says. “I’ve been brought to tears many times.”

Nearly everyone involved in planning the event gets teary-eyed, Kmetz says.

She got involved after Gabou had contacted Kim Berghs at the United Way Volunteer Center, looking for volunteer opportunities for her FGCU women’s tennis team.

“Jennifer is all about the teamwork and seeing where a new idea might fi t in place,” Berghs says. “It’s just been an amazing growth of a tiny operation which has made an impact on the families and the children. It’s something every spring the children can look forward to.”

The event is all about making kids smile, the partner agencies say.

“There’s no other event like this in any Division 1 institution,” Gabou says. “I’m very proud of our student athletes who are so willing and excited to do it. They are awesome ambassadors that night. Everyone is just there for the children.”

happenings

Spring Bling: SWFL Child Patients Walk the Red Carpet


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fChris Cole opened the Estero

Foot Solutions store 5 1/2 years ago in the Publix plaza at Corkscrew Road and U.S. 41. He’s always enjoyed an active lifestyle and wanted to help others get or stay active.

As a licensed, board-certifi ed pedorthist – a specialist in the use of footwear and supportive devices – Cole works with a variety of people, from athletes to diabetics. He loves when customers express their gratitude with a hug or share their positive experience on the

Foot Solutions website.“Many of our customers say they feel much

better and are able to be more active because we helped alleviate their pain,” Cole says. “It’s such a great feeling to know that we were able to do our little part to help them live a more enjoyable life.”WHO IS YOUR TYPICAL CUSTOMER?

Our typical customer is anyone who wants to enjoy comfortable, pain-free feet! It ranges from those who are experiencing severe foot problems, joint pain, or back pain, to avid walkers and runners who want to enjoy more comfort and improved performance.

HOW IS FOOT SOLUTIONS DIFFERENT FROM OTHER SHOE STORES?

We are the only store of our kind in the area

with a Licensed Board Certifi ed Pedorthist on staff. We offer all of our clients pedorthic evaluations, which include gait assessments, precise measurement of the feet, and 3D foot scans. However, what really makes us stand out is that we sit down and spend quality, one-on-one time with each customer, listening and understanding their needs and wishes. We want to form lasting relationships.

WHAT DO YOU WISH EVERYONE KNEW ABOUT ESTERO FOOT SOLUTIONS?

We have comfortable footwear that is both stylish and affordable. In fact, in most cases we save our clients money!

WHAT ARE THE MOST COMMON FOOT PROBLEMS YOU SEE, AND HOW CAN YOU HELP?

Plantar fasciitis (heel pain) is probably the most common. Other common problems we see include bunions, heel spurs, Achilles tendonitis, arch pain, and calluses. We help by fi rst educating our clients on how their foot functions, specifi cally related to their environment and footwear. We also provide education about their condition. We help each client fi nd the best products for their particular situation and unique foot type. Along with arch support and proper footwear, we also recommend rest, ice, and proper stretching. All are critical to recovery and prevention.

HOW DO YOU HELP SERIOUS ATHLETES?It begins with our detailed evaluation, which helps us

understand the athlete and his or her unique needs. Runners, for example, are offered the option of a treadmill running assessment, in which we evaluate their running form, so we can recommend the best shoes or inserts. Custom orthotics are one of the most effective devices we use to enhance foot mechanics. They are used for better performance, injury prevention and relief of particular issues. We also offer recovery sandals, which are great for post-workouts.

WHAT CHARITABLE ORGANIZATIONS DOES FOOT SOLUTIONS ESTERO SUPPORT, AND WHY?

Our passion is helping people. There are some great organizations that are a good fi t with our business, so we love to support these worthy causes: • Soles4Souls – large distribution of footwear to those in need

both nationally and internationally. • Shoes for the Cure – localized distribution of footwear and

recycling of worn-out footwear. • Local state parks – We love the outdoors and supporting the

preservation of nature. We host an annual 5K at Koreshan State Park called “Footloose & Fancy Free” and participate as an in-kind sponsor in the Lover’s Key run each year.

• Bonita Springs Rotary Club – changing people’s lives locally, nationally and internationally.We also sponsor or provide free foot scans for many area

runs, golf tournaments and other events which are affi liated with a number of charitable organizations such as the Humane Society, Make a Wish Foundation, Lee Memorial Foundation, The Passion Foundation, Harry Chapin Food Banks and Susan G. Komen.

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Foot Solutions of Estero21301 S. Tamiami Trail, Estero

www.footsolutions.com/store/estero

Meet Chris Cole, Certifi ed Pedorthist


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SUNSHINE GRILLELet the sun shine in

Sandy Stilwell started washing dishes in her uncle’s restaurant when she was 12 years old and quickly determined one thing: She would never be in the restaurant business.

While it took her a couple decades to reconsider, Stilwell now runs seven local restaurants with plans to build an eighth near the Sanibel Causeway. Together, her restaurants served more than 1 million people last year.

“What was my greatest fear has turned into my greatest passion,” says Stilwell, a Fort Myers native who built a career in the hotel industry before venturing into restaurants with the opening of Keylime Bistro at her Captiva Island Inn 13 years ago.

We set out to try her lone Fort Myers location, the Sunshine Grille, which moved to a corner lot on Gladiolus Drive in November 2011, doubling its size and offering an updated look and menu. Chef Roger Chastain, who studied at Johnson and Wales and the Culinary Institute of America and has worked for several elite dining establishments, took over the kitchen at Sunshine Grille last summer. He’s often seen greeting guests to ensure they are thoroughly satisfi ed with his creative cuisine.

Known for its Wood Fired Steaks and Seafood, Sunshine Grille is winner of the 2012 Wine Spectator Award and features live music every night of the week.

“We consider ourselves a very great date spot,” says Stilwell, noting the restaurant always takes reservations and welcomes plate sharing.

The atmosphere is relaxed and inviting from your fi rst steps in the door, with the glow from the wood-fi re oven promising a culinary delight. As we headed to our booth, we passed by the musician singing softly, the melody perfectly piped throughout the restaurant to create ambiance without overshadowing conversation.

We slid into our elevated booth, soaking up the warmth of the room, which was buzzing with life. Although we were in the middle of the dinner crowd, our corner booth seemed intimate enough for quiet conversation. Deep-colored wood, rugged stonework and warm lighting give Sunshine Grille a friendly feel.

At the suggestion of our server, Linda, we launched our dining experience with an appetizer of Sea Scallops and Goat Cheese. The dish was attractively plated with generously sized scallops arranged around a hearts-of-palm pentagon, which enclosed the warm herb crusted goat cheese and roasted red peppers. Served with crostinis and drizzled with fresh herb olive oil, Linda did not steer us wrong on this tasty beginning.

We also shared the Mussels Herbanato, featuring Prince Edward Island Mussels sauteed in white wine, garlic and lemon juice with a touch of butter and fresh herbs – delicious! Sunshine Grille is also famous for its Wood Fired Flatbreads. Langostino Spinach features lobster meat and fresh spinach while the Roasted Fresh Veg combines grilled eggplant, portobello, sauteed onion and peppers with that fabulous goat cheese.


It was time to dive into our soup and salad course, and one special salad caught my attention: Jim Nathan’s Favorite. We asked Linda how the amiable CEO of Lee Memorial Hospital got his own menu item. A regular customer, the health-conscious Nathan would often bring an index card listing specifi c ingredients: spinach, carrots, pecans, croutons, parmesan cheese and mandarin oranges with citrus dressing. Although it’s not on the menu, Nathan liked his salad topped with salmon, Linda noted.

Stilwell’s connection with Lee Memorial goes back many years. She and her restaurants are known for philanthropy, supporting numerous community events benefitting The Children’s Hospital and many other local charities. Stilwell serves on the board of directors for the local Salvation Army chapter, Pace Center for Girls and The Greater Fort Myers Chamber of Commerce. Her restaurants’ food and beverage donations also support CCMI Soup Kitchen, Ronald McDonald House, Barbara’s Friends, Hope Hospice and many other worthy causes.

“When people come in and experience the restaurant, they can know their money is going back into

the community,” Stilwell says.As we fi nished up our salads and

some tasty Fresh Florida Seafood Gumbo, we admired the diversity of entrees offered on the menu. With encouragement from Linda and Chef Roger, we agreed to venture into new taste-bud territory with the Sunshine Grille’s famous Low Country Shrimp and Grits.

Hailing from the North, I had not tried this southern sensation. Organic whole cut yellow grits provided texture while jalapenos and Andouille sausage gave a gentle heat. Combined with large, sauteed shrimp and melted white cheddar in a fl avorful sauce, it’s easy to see why this dish is a new Sunshine Grille favorite.

After sampling the Shrimp and Grits, I was persuaded to try Chef Roger’s snapper special for the evening. I was not disappointed by the fl aky, fresh Florida red snapper, topped generously with a breaded crab and shrimp bake and parmesan cheese.

Others in our dinner party tried Wood Grilled Filet Mignon and Wood Grilled Rack of Lamb, both succulently seasoned and cooked to tender perfection. The juicy fi let was complemented by a red wine and

fresh herb demi-glace, while the rack of New Zealand lamb came with mint jelly sauce. Both were served with mashed potatoes, fresh vegetables and a zippy braised red cabbage.

We capped off the evening with coffee and an indulgent white chocolate cheesecake, as well as some warm apple cobbler a la mode. It was a sweet ending to a pleasant evening out at Sunshine Grille.

8700 Gladiolus Drive, Fort Myers

Open for Lunch and Dinner

Reservations: (239) 489-2233


The best homemade breakfast and lunchin Bonita Springs!

WINNER-2008/2009/2010/2011/2012 BEST OF BONITA News-Press People’s Choice Awards. Homemade specialities including eggs,omelets, pancakes, waffles, homemade soups, salads, chili,Taylor Pork Roll, scrapple, sausage gravy, corned beef hash, creamed chip beef, roast beef and turkey and “Real” Philly Cheesesteaks, and homemade rice pudding.

Beer &Wine Served

20’ Salad/Soup Bar included with entrees

A NAPLES TRADITION SINCE 1970

Monday & Wednesday

(239) 596-6844

Got story ideasLifestyle Magazines wants to know about what’s happening in our community!Please submit story ideas [email protected]

All stories will be reviewed by the Lifestyle Editorial Team for consideration.

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ARTS & ENTERTAINMENT

APRIL - MAY 4THE FOX ON THE FAIRWAYOff Broadway Palm Dinner Theatre(239)278-4422 or www.broadwaypalm.com

APRIL 2-3MIAMI CITY BALLET IIINaples Philharmonic Center for the Arts: Hayes Hall(239)597-1900 or www.thephil.org

APRIL 3FGCU NEST FEST: GABRIEL ISGLESIASGermain Arena, Estero(239)948-7825 or www.germainarena.com

APRIL 3-27FULLY COMMITTEDBig Arts Theater, 2000 Periwinkle Way, Sanibel (239)395-0900 or www.bigarts.org

APRIL 5-JUNE 19 NOIR CONFIDENTIALSeminole Gulf Railway(239)275-8487 or www.semgulf.com

APRIL 6CELEBRATE ESTERO & CAR CRUISE-INMiromar Outlets, 10 a.m.-2 p.m.(239)948-7900 or www.esterochamber.org

SIBLING LOOK-ALIKE CONTESTMiromar Outlets, Estero, at noonwww.miromaroutlets.com

ARTS WORLDWIDECenter for the Arts Bonita Springs, noon-4 p.m.An afternoon of performers from around the world, plus “Empty Bowls” benefi tting the Bonita Springs Assistance Offi ce.(239)495-8989 or www.artcenterbonita.org

SWFL SYMPHONY MASTERWORKS 5Barbara B. Mann Performing Arts Hall(239)418-1500 or www.swfl so.org

APRIL 7GULFCOAST SYMPHONY: BROADWAY SHOWSTOPPERSBarbara B. Mann Performing Arts Hall(239)481-4849 or www.bbmannpah.com

APRIL 8SMOKEY ROBINSONNaples Philharmonic Center for the Arts: Hayes Hall(239)597-1900 or www.thephil.org

APRIL 11-MAY 18MENOPAUSE THE MUSICALBroadway Palm Dinner Theatre(239)278-4422 or www.broadwaypalm.com

APRIL 13CELEBRATE BONITARiverside Park, Bonita Springs, 2-9 p.m.(239)949-6262 or www.cityofbonitasprings.org

APRIL 14FORT ROCK 2013JetBlue Park, Ft. Myerswww.fortrockfestival.com

NAPLES CONCERT BANDCambier Park, Naples(239)263-9521 or www.naplesconcertband.org

IRA GLASSBarbara B. Mann Performing Arts Hall(239)481-4849 or www.bbmannpah.com

MONTEREY JAZZ FESTIVAL ON TOURNaples Philharmonic Center for the Arts: Hayes Hall(239)597-1900 or www.thephil.org

APRIL 17-MAY 11THE MOUSETRAPSugden Community Theatre, Naples Fifth Avenue S.(239)263-7990 or www.naplesplayers.org

APRIL 18FRANK SINATRA JR.Naples Philharmonic Center for the Arts: Hayes Hall(239)597-1900 or www.thephil.org

APRIL19-MAY17MISS NELSON IS MISSINGBroadway Palm Children’s Theatre(239)278-4422 or www.broadwaypalm.com

APRIL 20CONSERVANCY OF SWFL GRAND REOPENING FESTIVALConservancy of Southwest Florida, Naples, 10 a.m.-4 p.m.(239)793-3525 or www.conservancy.org

EARTH DAYKoreshan State Historic Site, Estero9 a.m. - Sunset(239)992-0311 or www.fl oridastateparks.org

OYSTER-LYMPICSTimbers Restaurant & Fish Market, Sanibel Island(239)395-2233 or www.shellmuseum.org

PET SHOWMiromar Outlets (by Hartstrings), registration at 10 a.m.www.miromaroutlets.com

APRIL 21BONITA SPRINGS CONCERT BANDRiverside Park, Bonita Springs, 2 p.m.(239)405-3320 or www.bonitaspringsconcertband.com

APRIL 23BRIT FLOYD: WORLD’S GREATEST PINK FLOYD SHOWGermain Arena, Estero(239)948-7825 or www.germainarena.com

APRIL 23-27NPO: SOUNDS OF SIMON & GARFUNKELNaples Philharmonic Center for the Arts: Hayes Hall(239)597-1900 or www.thephil.org

APRIL 23-24SHEN YUN: CHINESE DANCEBarbara B. Mann Performing Arts Hall(239)481-4849 or www.bbmannpah.com

APRIL 26FAMILY MOVIE NIGHT: THE LORAXMiromar Outlets Restaurant Piazza, 8 p.m.www.miromaroutlets.com

APRIL 28ESTERO CONCERT SERIES AT KORESHAN: MUSIC OF HADYN AND SCHUBERTKoreshan State Historic Site, Estero(239)596-8404 or www.fl oridastateparks.org

APRIL 30WILLIE NELSON & FAMILYGermain Arena, Estero(239)948-7825 or www.germainarena.com

HAVE AN EVENT COMING UP?Email us at [email protected]

ESTERO EVENTSA P R I L 2 0 1 3

calendarofevents


SPORTS & RECREATION

APRIL 1ESTERO HS BASEBALL VS. SOUTHEstero High School | http://est.leeschools.net

APRIL 2ROTARY RUN 5KRiverside Park, Bonita Springs, 7:30 a.m.www.active.com

ESTERO HS BASEBALL VS. E. LEE COUNTYEstero High School | http://est.leeschools.net

APRIL 4&6FT. MYERS MIRACLE VS. BRADENTONHammond Stadium at the Lee County Sports Complex(239)768-4210 or www.miraclebaseball.com

APRIL 5FGCU SAND VOLLEYBALL VS. FAUEstero Community Parkwww.fgcuathletics.com

APRIL 9FGCU BASEBALL VS. FAUSwanson Stadium at FGCUwww.fgcuathletics.com

ESTERO HS BASEBALL VS. ISLAND COASTEstero High Schoolhttp://est.leeschools.net

APRIL 9-11FT. MYERS MIRACLE VS. JUPITERHammond Stadium at the Lee County Sports Complex(239)768-4210 or www.miraclebaseball.com

APRIL 12ESTERO HS BASEBALL VS. GULF COASTEstero High Schoolhttp://est.leeschools.net

APRIL 13-14FGCU SOFTBALL VS. JACKSONVILLE(Double header on April 13)FGCU Softball Complex | www.fgcuathletics.com

APRIL 14FT. MYERS MIRACLE VS. CHARLOTTEHammond Stadium at the Lee County Sports Complex(239)768-4210 or www.miraclebaseball.com

APRIL 15-17FT. MYERS MIRACLE VS. PALM BEACHHammond Stadium at the Lee County Sports Complex(239)768-4210 or www.miraclebaseball.com

APRIL 16FGCU BASEBALL VS. FL GATORSSwanson Stadium | www.fgcuathletics.com

APRIL 19FL TARPONS VS. MISSOURI MONSTERSGermain Arena, Estero(239)225-6374 or www.germainarena.com

APRIL 19-21FGCU BASEBALL/SOFTBALL VS. USC UPSTATESwanson Stadium and FGCU Softball Complexwww.fgcuathletics.com

APRIL 23-24FGCU BASEBALL VS. BETHUNE-COOKMANSwanson Stadium | www.fgcuathletics.com

APRIL 26-27FT. MYERS MIRACLE VS. CHARLOTTEHammond Stadium at the Lee County Sports Complex(239)768-4210 or www.miraclebaseball.com

APRIL 26-28FGCU BASEBALL/SOFTBALL VS. N. KENTUCKYSwanson Stadium and FGCU Softball Complexwww.fgcuathletics.com

APRIL 27FL TARPONS VS. GA RAMPAGEGermain Arena, Estero(239)225-6374 or www.germainarena.com

CENTER FOR THE ARTS CHARITY GOLF TOURNAMENTCopperleaf Golf & Country Club, Estero 7:30 a.m. (239)495-8989 or www.artcenterbonita.org

APRIL 27-28MENS USA RUGBY SOUTH CHAMPIONSHIPJetBlue Park, Ft. Myers(239) 334-4700 or www.leeparks.org


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The Estero Historical Society held its 13th Annual

Tea-Luncheon March 4 at Shadow Wood Country

Club. The theme of “Lace” spawned many

creative ideas on dress and table decoration.

Speaker Sue Draper-Lowe, an antique linen

dealer, educated guests about the different types

of lace and how they were used throughout

history. Prizes were awarded to the Best

Table, Best Dressed and Best Hats. The annual

fundraiser supports the Historical Society’s

efforts to restore a 1904 Estero Schoolhouse.

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Estero HistoricalSociety Tea-Luncheon



scene on site

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Thousands of runners and walkers dressed in pink

participated in the Susan G. Komen Race for the Cure

March 9 at Coconut Point Mall in Estero. The race is

a community wide effort to fi ght breast cancer on a

local level. Survivors, sponsors and supporters band

together to raise money for local agencies helping

in the fi ght. Thirteen organizations requested grants

totaling $1.4 million to provide education and support,

diagnostic screening, treatment and access to care

for the uninsured. Seventy-fi ve percent of funds raised

through Race for the Cure stay in Southwest Florida,

while the remaining 25 percent goes toward national

breast cancer research programs. Since 2002, the

Southwest Florida affi liate of the Susan G. Komen

Foundation has awarded $5.5 million in local grants. Phyllis WWWinnsnssssnsssnsssski ki ki ki i & & CCCChherherherh ylylyl AliAliAlifelfefelfeldddSSStoStoStoSS rmyrmyrmy WiWiWildeldelder, rr, LisLisissa Ca Ca CCicciccchesheseeeese ii, LinLinLinL ddsadsasasaay By By By By BBaiailaiaia eyeyey

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Race for the Cure


Dr G. Tarquino, ND, BS, CNCBoard Certified

Holistic Practitioner

St. Paul’s Holistic Institute’s practitioners with over 20 years experience can help you!Achive overall health and wellness through the use of holistic approaches and discover freedome

from pain, suffering and disease without negative side effects.

Overcoming health issues such as Cardiovascular Disease, Lungs, Kidney, Liver, DigestiveSystem, Cancer, Auto-immune Disorders and Chronic Conditions is within your reach!

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Take control of your healthTake control of your health

www.stpaulsholistic.com | Ph: 239.495.785011100 Bonita Beach Rd., Suite 102, Bonita Springs, FL 34135 | [email protected]


scene on site

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The Eighth Annual Shoes That Fit Luncheon Feb. 25 at Shadow

Wood Country Club featured a fashion show by Dillard’s and the

Shadow Wood Golf Shop. The event also included raffl es and

a silent auction to support the Leggett Shoe Foundation, the

Bonita Springs chapter of Shoes That Fit, an organization which

provides new shoes for low-income children. Guests also had an

opportunity to take size information for a specifi c local child,

outfi tting that child with new clothes for school. The annual

luncheon raises funds for the foundation’s Back to School

handouts in the fall.

Eighth Annual Shoes That Fit Luncheon

BROKER-ASSOCIATE OF REALTY WORLD OF FLORIDA

239.910.0304

Joe Pavich, Jr.

Over $85,000,000 in gross sales in 2010, 2011, 2012

Innovative marketing strategy

Personalized website custom to your home

Interactive floor plans

Professional photography

International exposure of your home

Over a decade of “Full Time Real Estate” service in Southwest Florida

Expert in Luxury Real Estate

Five Star Award by Gulfshore Life Magazine for consecutive years

Top 3 in the nation-2011 and 2012 for closed sale volume for Realty World Florida

W W W. J O E P A V I C H J R . C O M W W W. E S T E R O R E A L E S T A T E L I S T I N G S . C O M

LEADER IN LUXURY

REAL ESTATE


scene on site

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More than 400 guests attended the Southwest Florida Food &

Wine Fest Grand Tasting and Auction Feb. 23 at Miromar Lakes

Beach Clubhouse, benefi tting The Golisano Children’s Hospital

of Southwest Florida, Edison State College’s pediatric nursing

program and Florida Gulf Coast University’s endowed Music

Therapy program. The Wine Fest has raised more than $5 million

since its inception in 2009 and has pledged to raise $10 million

for The Children’s Hospital. This year, Joe Anderson, of Benovia

Winery, pledged a $2 million matching donation to the hospital.

Baltimore Ravens cheerleaders helped with auction fun, with 31

live auctions happening during the event.

Food & Wine Fest Grand Tasting and Auction

Exp. 04/31/2013


BRUCE TURKEL

Twitter has forever changed the way people communicate, because being limited to 140 characters forces writers to be succinct. Even if you dislike Twitter, you can thank it for forcing people to shorten their prose. As editor Arthur Polotnik wrote, “You write to

communicate…what’s burning inside you. And we edit to let the fi re show through the smoke.”

It doesn’t take much editing when you’re using Twitter to tell people, “I just ate a yummy peanut butter and jelly sandwich.” Or, “The tallest building in the neighborhood is the library. Must be because of all the stories.” (Random tweets I grabbed when I was writing this post.) But those words belie Twitter’s real use: instant communication with a simultaneously random yet connected universe of readers.

Those of us who write advertising for a living were tweeting long before Twitter was ever invented – we just didn’t know it. Because when it comes to writing taglines, 140 characters feels like a hopelessly indulgent all-you-can-eat smorgasbord of letters.

Consider some of the best advertising you’ve seen. Even though millions of dollars were spent on photography, special effects, and celebrity voiceovers, what you probably remember most are the powerful – and brief – taglines…

“Does she or doesn’t she?”“Imagination at work.”“There is no substitute.”“The relentless pursuit of

perfection.”“Just do it.”When we create a new brand for our

clients, we fi nd that the tagline is usually the hardest assignment we have. After all, the tagline is where we have to compress everything a company stands for and does in as few words as possible – almost always less than 10 and most often just three or four.

What makes the assignment even harder is that our job isn’t just to highlight the company’s business, but to create a compelling emotional connection between our clients’ products or services and their consumers’ needs and wants.

When we were hired by mortgage.com, our job was to demonstrate how their online technology made getting a home mortgage quick and painless. Our fi rst suggestion, aimed directly at jaded baby boomers, was, “Now getting a mortgage sucks less.” It was gently explained to us that the company’s investors weren’t entirely comfortable with that approach, so we came back with the heartwarming, “The easiest way home.”

When we worked for the United Way, we needed to convey not only that the United Way did great things for the recipients of its largesse, but that they also provided a vital service to the donor community they served. We did it in just six words: “Giving People Help. Helping People Give.”

For the Medicare HMO AdvantageCare, we expressed their concern for their customers’ health in just two words: “Be Well.”

Taglines are a great way to keep everyone, from customers to employees, focused on what an

organization stands for. And they can be just as useful for individuals as they are for companies. Think of President Obama’s “Yes we can,” Muhammad Ali’s “Float like a butterfl y, sting

like a bee,” or even Donald Trump’s “You’re fi red!”

Each tells you who the person is, what you can expect from them, and what’s

in it for you. All in all, a wonderful tagline

provides a lot of value from just six or seven words. If a great tagline were

an entertainer, it would be James Brown, “the hardest working man in show business.”

Bruce Turkel is a branding expert who’s been

featured on CNN, NPR, and The New York Times.

Reach him at [email protected].

140 characters is way too many letters

and another thing

“I just ate a yummy peanut butter and jelly sandwich.”


Devoted to Excellence in Health

Care

Caring People, Caring for People

HealthPark Medical Center

Documents

Estero April 2013