Estero July 2012

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012 1LIFESTTYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLEMAME GAZAZAZAZAZAZZZA INEINENEINENNN GROGROGROGRGROROROORR UP.PUUUP.COMCOMMCOM ||| JJJUULLLYYYLLL 202012122YY 111

JULY 2012 HENDERSON FRANKLIN CELEBRATES | THE GRAPE EVOLUTION | THE BUZZ

111

BREVARESCUED FROM

RED TIDEThe BIGBACKPACK EVENT

5 waysTO SAVE ENERGYTHIS SUMMER

2 JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Judi GietzenMember:2012 WCR Bonita Springs-Estero Chapter President WCR Top Producer Award Recipient 2006, 2008, 2010 & 20112012 Estero Chamber of Commerce Membership ChairmanBonita Springs-Estero Board of Realtors & 2012 Board of DirectorNational & Florida Association of Realtors

Charter Member: Women’s Executive Golf Association

Estero Resident & RealtorCommitted to the Community

Assisting Buyers, Sellers, Investors & International Clients

“Specializing in Estero’s Elite Communities””ESTATE HOMES, VILLAS & CONDOS

Featured Communities

www.JudiGietzen.com

romarMiromMiroromaaryWest BaBaWeWes yayBayyBt Bayay

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t RunWildcatWildca RRRt Ruunn

SellingLifestyles,

ot JustNot Just al EstatReal Estate!

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012 3


HAPPY JULY, ESTERO!As we move into the fi rst full

month of summer, we can refl ect back on the joys of the previous season. School is out and high school and college graduates should be proud of themselves. We are. We wish you all great success in the next stage of your lives. FGCU baseball, softball and the rest of the spring sports had exciting seasons. Our Florida Everblades won the Kelly Cup Championship…on home ice! It was hockey at its best. We congratulate owner Craig Brush, Coach Greg Poss, all the players and the entire Everblades organization.

We are in the ‘full swing’ of baseball season and enjoying our favorite teams along with our local favorite, the Ft. Myers Miracle. It’s time for us to relax a little and take pleasure in our favorite summer activities while avoiding the heat. Savoring the Estero ‘lifestyle’ will be a little easier since it is less crowded. We can take advantage of the shops, restaurants and usual tourist destinations at a more leisurely pace.

In this issue, read about the heroic rescue of Breva the Manatee who was saved from the dangers of red tide in a local estuary. It was a perfect example of community effort.

For wine enthusiasts there are two stories of interest. Where do you stand on the serving temperatures of wine? Interested in a wine trip to Napa Valley? That would be one sure way to enjoy good wine and beat the heat.

Looking for things to do and enjoy? Check out our ‘Buzz’ section for a good book, drink, new technology or to fi nd ‘off the beaten path’ destinations. Also fi nd ideas on how to save energy and money this summer.

All of us probably know at least

one ‘deadbeat’. Does the phrase “Pocket Pat” sound familiar to you? Learn ways to avoid being on the receiving end of this maneuver.

One of our previously featured restaurants, The Grape, is being reinvented. Take a peek at the plans for the new concept that owners Joe and Donna Sofi a have for this favorite Coconut Point destination.

Congratulations to our friends and advertising partners at Henderson Franklin Attorneys. They are celebrating the 20th anniversary of their annual Employment Law Seminar, HR Law Solutions.

Once again I wish to thank our superb group of advertising partners who make it possible for you to receive Estero Lifestyle Magazine each month. Please support them in every way possible. Thank you, our readers, for your support and for taking the time to call or write. I always enjoy hearing from you concerning the things you of

which are interested, your ideas, suggestions and what you enjoy most about the magazine.

I wish all of you a safe and happy 4th of July celebration. I was in attendance at the airport in June when 55 veterans and their guardians returned to SW Florida from their Honor Flight trip to Washington D.C. to see their WWII memorial. It was an emotional and proud night for all. If you have the opportunity this holiday, reach out to a veteran of any age and shake their hand and say “thank you”.

Until next month… Enjoy the Lifestyle!

As always, Enjoy the Lifestyle TM

Gary

JULY

201

2from the publisher


G U A R A N T E E D

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w w w. D r K o n o wa l . c o m

PUBLISHER Gary Israel

EDITOR IN CHIEF Brian Nienkowski

ASSOCIATE EDITOR Danielle Tarrant

CREATIVE DIRECTOR Melanie Geronemus Smit

ART DIRECTOR Alexander Hernandez

MARKETING MANAGER Megan Sadaka

WRITERS

Laura Cummings, Jim Freer, Laura Gates,

Kevin Lane, Bruce Turkel

PHOTOGRAPHERS

Laura Gates

Downtown Photo/Fort Lauderdale,

Dreamfocus Photography

ADVERTISING SALES

Gary Israel

Jill Horowitz

Rona Levenson

Sally Nicholas

Beth Tache

LIFESTYLE PUBLICATIONS, LLC

CHAIRMAN Gary Press

PRESIDENT Jim Norton

88 NE 5th Avenue, Delray Beach, Florida 33483 239.287.4246 | fax 954.252.4432

www.lifestylemagazinegroup.com

©2012 Estero Lifestyle is published by Lifestyle Publications, LLC, all rights reserved. Estero Lifestyle

is a monthly advertising magazine. All contents are protected by copyright and may not be reproduced without written

consent from the publisher. The advertiser is solely responsible for ad content and holds publisher

harmless from any error.

EsteroLifestyle


10 THE BUZZ

STYLE 16 Summer Style: Lifestyle’s Summer Backyard Style Selections 18 Travel Style: Napa Valley 22 Energy Style: Lifestyle’s Top 5 Energy Savers

HAPPENINGS 26 Henderson Franklin Celebrates 20 years 28 The Big Backpack Event

28 CALENDAR OF EVENTS

COVER STORY 30 Breva the Manatee Rescued from Red Tide

DINING 36 The Grape Evolution 38 Wine Advice

SCENE ON SITE 42 Wild About Kids 44 Conservancy of SW Florida 46 Mother-Daughter Look Alike Contest 48 Estero Martial Arts Golf Tournament

contents JULY 2012

JULY 2012 HENDERSON FRANKLIN CELEBRATES | THE GRAPE EVOLUTION | THE BUZZ

BREVARESCUED FROM

RED TIDEThe BIGBACKPACK EVENT

5 waysTO SAVE ENERGYTHIS SUMMER

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10 JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM buzz

the buzz

TECHNOLO

GY

WaterBrick Stackable Water Containers and Food Storage Container: 3.5 gallons of liquids or up to 27 pounds of dry foods. They can be stacked and stored with ease and they don’t take up much room. They certainly will come in handy during hurricane season when Florida residents require water and food in case a storm knocks out their power.

“If an earthquake, hurricane, winter storm, or other disaster strikes your community, you might not have access to food, water, and electricity for days or even weeks. By taking some time now to store emergency food and water supplies, you can provide for your entire family.”

They’re BACK! Pointed shoes are the rage this summer. Celebrities like Gwyneth Paltrow, Chloe Moretz, Rihanna, Sarah Jessica Parker and Alicia Keys, have worn

the fashionable footwear. They come in a variety of styles featuring metallic, neon and fl oral colors, which make them versatile. So wear them to a summer wedding or a cocktail party and look elegant and sexy.

W PTHE WATERBRICK

POINTED SHOES

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The Juice is so trendy industry trades are gushing.

But unless you go online, you can’t quite buy it yet at retail. So unless you are on the Hollywood A-list or Justin Bieber himself you’ll have to wait a few more months before you can run to your local store and buy “The Juice”, a new mix that is fueling Hollywood and soon the nation.

Pacifi c Shore Holdings is the maker of The Juice and it’s gaining steam and currency backstage at all the hot events.

Pacifi c Shore Holdings introduced Energy-X an instant energizing, sugar free chewing gum and the Energy-X, an infused lip balm, and now they’ve got “The Juice,” an energy mix that can be added to virtually any beverage including cocktails and sports drinks. The Juice is essentially fl avorless and odorless when mixed into any liquid concoction, making its uses endless. The Juice has zero calories, no carbohydrates, is sugar-free, and is fortifi ed with 70mg of caffeine and nearly a full daily dose of B12, B6, and B3 (Niacin) vitamins per serving.

When mixed into your favorite spirits or cocktails, the B-vitamins provide an anti-crash / anti-hangover effect on the body.

The Juice is currently touring Hollywood backstage celebrity and VIP events.

The Juice made its debut backstage at the sold out Power106 FM Cali Christmas concert this past December, which featured top recording artists Drake, Big Sean and Justin Bieber. It has also had a presence at a Golden Globe Awards celebrity gift suite and will be swinging into Hollywood for some of the hottestVIP parties throughout 2012.

For more information and to order online visit www.goenergy-x.com or fi nd it on Facebook.

JTHE JUICE

LIFESTYLEMAGAZINEGROUP.COM | JULY 2012 11LILIFLIFLIFLIFLLIFLIFLIFLIFLIFLIFLIFLIFLIFLIFFLIFLIFLIFFLIFLIFLLIFLLIFLIFLIFLIFLLIFLIFLIFLIFIFLIFLIFLIFLIFLLLIFFLIFLIFLLLIFLIFLLIFLLIFLIFLIFIFLIFLIFLIFFLIFLIFFFIFIFFFLLIFIFIIFIFIFFFL FLLLL FLLLL ESTESTESTESTESTESTESTESESTESTESTESSTSESTSTESTESTTTTTESTESTESTSTESTESTESTESESTSSTTTESTESTESTESTSESTEESTSSTTTTTSTESTESTSTSSESTTESESTESTTESTESTESSTTESEESESEESESTESESEESSEEEEEEESESTEEEEE TYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLEMAEMAEMAEMAEMEMAEMAEMAEMAEMAEMAEMAEMAEMAEMAMMAEMAEMAMMAAEMAEMAEMAEMAEMAEMAEMAEMAAEMAAEMAMAEMEMAEMAEMAEMAEMAAMAMAEMAAMAMAEMAEMAMAEMAEMAMAEMAEMAEMAMAMAAMAAEMAAMAEMAMMMMMAMEMAMAAEMEMAMAAEMAMAMAEEEEEEEEEEEE AE GAZGAGAGAZGAZGAZGAGAZGAZGAZGAZGAZGAZGAZGAZGAZAAAAGAZGAZGAZAZGAZZAZGAZZAZGAZGAZGAZGAGAZGAZGAZGAZGAGAAAAAGAZGAZZZGAZGAZGAAGAGAZAZGAZZZZGAZAZAZGAZGGAGGGAZGAGAAGAZGAGAZGAGAGAZGGAZGAGAAZZGGGAZGAZGGAZAAZGAZAZGAAZAAAZZGGAAAAZAZGAGAZGAZZGAZGGAZAGAZZGAZAZAZZGAZZZZZGAZZZAZAZGAZGAZGAAZINEINIIINENNNEINEINENEINEINENEINEINEINEINEINENEINEEEENEINEINENENEEEININEINEINENENENENENEEEEINEINEINNENEINEINNENINEINEIINEINNNENNNEINENEININEEINNNENENNNINEEINENENENENNEEENINNII EGGGGROGRGROGROGROGROGROGRGROGROGROGROGROGRORORORGROGROGROGROROROGROGROGROGROGROGGGGROGROGROGROGROGROGROGROGROGROGROROGROGROOGRGGGGROGROGROGROROGGGRGROGROGGGROROGROOOGROGRRGROROROOGROROROGGGRRGRROGROGROGRRGGROOROR UP.UP.UPUPUP.UP.UP.UP.UPUUP.UUPUP.UP.UP.UP.UP.PUPUP.PPUPUP.UP.UP.UUUPUPPP.PPUUP.UP.UUUUPUPUPUP.UPUUPUUPUUUPUUPUP.UUUUPPUUUUUP.UPPPPUPUUUP.UUP.UP.UUP.COMCOMCOMCOMCOMCOMCOMCOMCOMCOMCOMCOMCOMCOMCOMCOMCOCOMCOMOMOOMCOMCOMCOMCOMCOMCOMMCOMCOMCOMCOMCOMCOMCOMCOMCOOMOCOMCOMCOMCOMMCOMCOMCOMOOCOMCOOCOCOCOMCCOMCOMCOMOMOMOCOMCOMMCOMCOMMCOMMCOMOOCOMOMCOMCOMMOOCOMOMMCOCOCOOMMCOMMOMCOMCOMMMMMCOMMCOOCC MOMMMMM |||||||||||||||||||||||||| JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUULLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL 2020202020202020202020200020202020202202020202200202220020222020202002020202202220202022020202022220202000020200000022012121212121212121212121212212121212111212212212122112112212111212212111212121212121221212121122212222212122212122YYYYYYYYYYYY 11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111buzz


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Go With A Real Estate Expert

& An Agent That Gets Results

If you are looking for a Real Estate Agent that works for your Business, Joe Pavich, Jr is the one you want to work with. He

Has a decade of “Full Time” Real estate experience, Multi-Million Dollar Producer, 5 star Award Winner in Customer service and The best marketing plan you will find. Joe also ranked in the Top 10 for gross sales for the Bonita-Estero Board of Realtors in 2009 and Number 2 in 2010.

Pricing your Home Low and Selling Fast isn’t Joe’s Motto. He would rather market your home properly and get the best price in the Fastest time.

Joe doesn’t just list your home in the MLS and hope another agent brings the buyer. He markets your home to the right buyer.

And creates the best web presence. Joe’s Website www.joepavichjr.com is ranked on the most traffic searches for Google, Yahoo and Bing and tries new marketing ideas as the come available.

Call Joe Pavich, Jr and let him show you the difference. He is Handshake guy, a Family man and his word means everything.

Joe Pavich, Jr.

Broker & Associate

5 Year Award Star Award Winner In Customer Service By Gulfshore Life Magazine

Innovative International Marketing Plan

Near a decade of“Full Time” Real Estate Service

Honesty, Reliability,Knowledge and Integrity.

Ranked #9 In 2009 & #2 In 2010 For Gross Sales

In The Bonita/ Estero Board Of Realtor Per The MLS.

www.joepavichjr.com

BALEARES BRONZE MODULAR LOUNGERFour richly toned, all-weather wicker pieces and a privacy canopy that blocks the sun make the Five piece Baleares Outdoor Lounger a perfect modular fi t. You can snuggle all the outdoor furniture pieces together for an intimate daybed setting, or let the canopy down and spread the pieces out for a party atmosphere

summer style

Brighten up your backyardwith our top summer style selections

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DURACHILL BEVERAGE DISPENSEROur innovative Durachill Beverage Dispenser lets you mingle more and tend to

drinks less. Two separate ice chambers, one suspended in the reservoir and a double-walled chamber in the base, keep drinks ice-cold without any dilution or messy condensation.

PINEAPPLE HURRICANE LANTERNOur Pineapple Hurricane is a welcoming symbol of hospitality.

When paired with candlelight, it sheds a soft glow during outdoor evenings. Brass caging covers the blown-glass orb,

fi nished with an open, leafy pineapple, cast-aluminum top.

LUXE EDITION KAI FLOATSDesigned exclusively for Frontgate, our Luxe

Edition Kai Floats are the ultimate in cushioned comfort in the water or on the deck. Boasting

features you won’t fi nd anywhere else, these marine-grade, fade, stain, and mildew

resistant Sunbrella® fabric cushions are fi lled with buoyant foam beads that gently cradle the body while you relax in the water.

COPPER FIRE PITOur estate-quality 40” Copper Fire Pit is stylish and made to resist outdoor elements year-round. Don’t be fooled by the painted, plated versions our

competitors offer. Discover how The Frontgate Difference

makes our substantial fi repit outperform all others.

USS CHILL FLOATING COOLEROur USS Chill Floating Cooler keeps as many as twelve 12-oz. cans or ten 12-oz. bottles and ice perfectly chilled when fl oating. Use the cooler on dry land, and load it up with many more. The durable, closed cell foam provides superior insulation for hours of outdoor entertaining.

NN18 JULY 2012 | LIFESTYLEMAGAZINEGROUP.COM

Nnapa valley

While California has several wine-growing regions all over the state, most people

who think of the California “wine country” think of Napa Valley. The rolling hills just north and east of San Francisco are home to over 300 wineries and vineyards, such as the well-known and respected Beringer, Raymond, Sterling, Robert Mondavi and Rutherford Hill.

At SitInMySeats VIP Tickets & Travel, it seems as though a luxury Napa Valley vacation is always being planned. The destination has remained at the top of the list for luxury travelers and clients who love to discover the wine and culinary treasures of regions worldwide. Why is it so wildly popular? Laura Hildenbrandt of SitInMySeats, says: “Napa Valley is blessed with lavish scenery, luscious wines, amazing restaurants and luxury accommodations at every turn. It is the kind of place you could spend days exploring, yet it’s compact enough that even if you have only an afternoon to break away from San Francisco, you can still get a taste of the wine country and feel like you’ve had an encounter with the fi ner things in life!”

Just an hour’s drive northeast of San Francisco, this beautiful region starts south of Napa and stretches

about 30 miles north to Calistoga. There are two main routes through the valley. Most visitors take Highway 29, which is a straight shot from Napa to Calistoga, hitting all the big names such as Opus One and Francis Ford Coppola’s Rubicon Estate. But this route can get painfully crowded in summer. So, the travel concierge professionals at SitInMySeats generally suggest that their clients, whether on a self-guided tour or with a private driver, take the “other route.” This route is the Silverado Trail, which avoids the towns, is quieter, and has breathtaking views.

Wineries along this long and winding road include Stags’ Leap, (the winery that made the red that beat the French at the famous Paris tasting of 1976) and Darioush, notable for its striking architecture that incorporates references to Persepolis, the capital of ancient Persia. Because the valley is only a few miles wide, you can easily get back to Highway 29 by using the Oakville, Yountville or Rutherford crossroads as you make your way.

Recently, Laura designed a vacation to Napa Valley for a couple to celebrate their wedding anniversary. The clients wanted to stay, shop, sip and eat in luxury. They wanted to be pampered and catered to, yet longed for some adventure. The fi nal vacation design included two nights in San Francisco, four nights in Napa, luxury accommodations, a private driver to take them to exclusive tastings, picnic lunches in the middle of the vineyards, a hot

air balloon ride with

champagne and a scenic bike tour throughout the beautiful valley. Their experience was so amazing and every detail so carefully attended to, the couple returned and immediately enlisted SitInMySeats VIP Tickets & Travel to design another visit within a few months!

Inspired by the many clients who make Napa Valley their own, with the help of the professionals at SitInMySeats, Lisa Crawford, owner of the company, has decided to spend her wedding anniversary exploring the region this summer. “Seeing how amazing and extremely personalized a trip to Napa Valley can be has helped me make the decision to take my own vacation there! On my agenda - a lot of spa, sipping, shopping, amazing food and scenery I won’t ever forget!”

So, whether you want a break from the big city for a day or want to be fully immersed in the culture of Wine Country California, SitInMySeats VIP Tickets & Travel will design an experience just for you. For more information on Napa Valley or any other travel destination, please contact us at 954-456-0419/ 866-798-7328 or email Lisa at [email protected].

Got Wine?

HIGH “SIP STYLE” WITH SITINMYSEATS VIP TICKETS & TRAVEL

LPN LIFESTYLEMAGAZINEGROUP.COM | JULY 2012 19



, .www.LeeMemorial.org

Pat Darcy lived with constant pain in her legs and hips. When her movements became so restricted that even a

short walk caused intense pain, she knew she needed help.

She turned to Charles Springer, M.D. who replaced both of her hips. Now, Pat is as active as she was 30 years ago, but instead of returning to work, she’s back in the gym, working out with friends. To read more of Pat’s story, please visit www.LeeMemorial.org/caring

and Spine Center

therapists who specialize in the care of joint patients

Dr. Charles SpringerOrthopedic Surgeon

Pat DarcyDouble Hip Replacement Patient

,

Higher energy bills during the summer raise the heat on consumers but you can douse those bills with some energy effi cient ingenuity.

Start with these easy tips:

1 Increase your thermostat between 75 and 78 degrees. You can also install a programmable thermostat to adjust temperatures automatically.

2 Turn off the ceiling fans in the rooms that you are not using. And pull the shades or close the drapes so the powerful summer sunlight is shut out.

3 If you own a pool run the pump for six hours or less a day. There’s absolutely no reason to keep it running all day long.

4 Change the fi lter in your air conditioning unit. Most people forget about it. It’s important to change it once a month, or at the very least clean it so your unit is

running effi ciently.

5Reduce indoor heat by running the dishwasher and dryer at night. You can also take advantage of your grill and eliminate the extra heat your oven generates.

Well there you have it, a collection of resourceful tips that are easy to implement. So when the heat starts to rise, you’ll stay cool knowing that you’re doing your part to save energy and money this summer.

Save Energy and Money this Summer

energy style

LP




Henderson Franklin Celebrates 20 Yearsof Providing Legal Education for Employers

On March 27, 2012, dressed in tuxedos and evening gowns, Henderson Franklin’s Employment Law Practice Group celebrated the 20th Anniversary of its annual employment law seminar, HR Law & Solutions, at Sanibel Harbour Resort with record-breaking attendance. Over 300 attendees heard presentations on a variety of law topics, including retaliation, workers’ compensation, and immigration, and tested their skills in a lively game of “Employment Law Jeopardy.”

Four guests were inducted into Henderson Franklin’s Hall of Fame: Frank S h o r e f r o m P u b l i c R i s k Management, Pam Fairfax, Donnie L a u b h e i m e r and Chief Bill Lombardo from South Trail Fire D e p a r t m e n t . The Hall of Fame recognizes those who have made significant c o n t r i b u t i o n s to the human r e s o u r c e profession in S o u t h w e s t

Florida, and who have been long-time attendees of the seminar.

The day was capped off with a special surprise celebration, when Norman Love of Norman Love

Confections arrived to present a giant, multi-level chocolate cake. The entire cake -- even the law books and gavel -- was edible! Attendees enjoyed the delicious cake along with a champagne toast.

John Potanovic, chair of the seminar and of Henderson Franklin’s Employment Law Practice Group stated “when I launched this seminar 20 years ago to about 60 attendees, I never imagined it would blossom into an event of this magnitude. We are honored that so many loyal clients, professionals, and friends of the fi rm look forward to our annual event, and I am enormously proud of the product my talented colleagues put forth each year. We have actually already begun planning for 2013!”

Henderson Franklin is one of the largest full service law fi rms between Tampa and Miami with nearly 55 attorneys practicing in the areas of business and tax planning, estate planning and administration, divorce and family law, eminent domain, immigration law, land use and environmental law, commercial and civil litigation, workers’ compensation, employment law and real estate. One of the state’s oldest fi rms, Henderson

Franklin was founded in Fort Myers in 1924 and currently operates offi ces in Fort Myers, Bonita Springs and Sanibel Island. For more information on Henderson Franklin, please visit www.henlaw.com.

“When I launched this seminar 20 years ago

to about 60 attendees, I never imagined it

would blossom into an event of this magnitude.

We are honored that so many loyal clients,

professionals, and friends of the fi rm

look forward to our annual event, and I am

enormously proud of the product my talented

colleagues put forth each year. We have

actually already begun planning for 2013!”

LP

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29JULY

HARBORSIDEEVENT

CENTER11AM-3PM

The BIG Backpack Event PROVIDING SUPPORT TO MORE THAN 2,500 STUDENTS

The Multicultural Centre of Southwest Florida’s “BIG Backpack Event” is a highly anticipated annual event that takes place towards the end of summer in Lee County to celebrate back-to-school and diversity in our community. For the past 12 years the Multicultural Centre of Southwest Florida has been hosting this popular community outreach event that has provided new backpacks and school supplies to over 25,000 students since its inception. The BIG Backpack event will be held this year on Sunday, July 29 from 11 a.m.- 3 p.m. at Harborside Event Center in downtown Fort Myers. The event lends a helping hand to students in need of new school supplies and celebrates the diversity in Southwest Florida.

The event draws an estimated crowd of 15,000 people each year, which kicks off the new school year. Although the doors open to begin the event at 11 a.m., the line begins to form around the Harborside Event Center as early at 7 a.m. The fi rst 2,500 students ages 5-12 will receive free backpacks, school supplies,

eye exams, haircuts, and giveaways. Parents or guardians must bring their school age children in order to receive the free supplies. Families will also enjoy festivities that include face painting, an infl atable slide & bounce house, clowns, and live multicultural entertainment on the main stage throughout the event.

“Every student should start the fi rst day of school with confi dence and pride,” says Leonardo Garcia, the founder of the Multicultural Centre of Southwest Florida. He

adds, “The event gets parents and children excited and prepared to go back-to-school.”

There is no fee for the event, and all families are welcome to come out and enjoy the fun festivities. Vendors, sponsors, and donations are welcome. 100% of all donations go directly to support students in need. Every $10 donation adopts a student in need and provides them with a new backpack and school supplies. For more information visit www.multiculturalcentre.org

happenings

LP


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Discover an amazing opportunity with the prestigious Lifestyle Magazine Group. Are you enthusiastic, dynamic and able to work in a fast-paced environment? Are you able to develop long-term relationships focusing on serving client needs? Is sales your thing? Key skills required are self motivation, initiative, creative problem solving, blending patience and aggressiveness with the ability to ask questiolisten. Generous compensation offered. Sen

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MAY 2012 VOLVO OCEAN RACE | IRELAND’S STEAK HOUSE | THE BUZZ

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Ordinary HeroesPARKLAND RELAY FOR LIFE

TOP10GADGETS

Jacob’sShoes

2012RESORTACCESSORIES


4TH OF JULY EVENTS

7:15 A.M.FREEDOM 5K RACECape Coral Bridge(239)549-6900 or www.capecoralchamber.com

9:00 A.M. BONITA SPRINGS INDEPENDENCE DAY PARADERosemary Drive to Riverside Park(239)949-6262 or www.CityofBonitaSprings.org

9:30 A.M. OLD FASHIONED SANIBEL PARADEBegins at Tarpon Bay Roadwww.sanibel-captiva.org10:00 A.M. NAPLES FOURTH OF JULY

PARADEBroad Ave. S., Third Street S. and Fifth Ave. S.www.naplesgov.com

MARCO ISLAND SAND CASTLE BUILDING CONTESTMarco Island Marriott: Registration at 10 a.m.; judging at 4 p.m.(239)394-0316 or www.kiwanisclubofmarcoisland.org

NOON READING OF THE DECLARATION OF INDEPENDENCEEstero Historical Society at Estero Community Parkwww.EsteroHistoricalSociety.com

SANIBEL ROAD RALLYBegins at Timbers Restaurant(239)699-8739 or www.sancapoptimist.org/roadrally

4TH OF JULY AT FORT MYERS BEACHMultiple events in Times Square from noon to duskwww.fortmyersbeachfl .gov

4:00 P.M.BONITA SPRINGS INDEPENDENCE DAYFree festivities at Riverside Park, followed by fi reworks(239)949-6262 or www.CityofBonitaSprings.org

RED, WHITE & BOOMFree Fun Zone on Cape Coral Parkway, followed by fi reworks(239)549-6900 or www.capecoralchamber.com

FIREWORKS AT DUSK

BONITA SPRINGSRiverside Park

FORT MYERS BEACHFort Myers Beach Pier

NAPLESNaples City Pier

SANIBEL ISLANDSanibel Causeway

CAPE CORALCape Coral Bridge

ARTS & ENTERTAINMENT

JULY 1-29ALL SHOOK UPBlackburn Hall, 701 Fifth Ave. S., Naples(239)263-7990 or naplesplayers.org

JULY 1-AUG 18GREASEBroadway Palm Dinner Theatre(239)278-4422 or broadwaypalm.com

JULY 6-AUG 4PUSS IN BOOTSBroadway Palm Children’s Theatre(239)278-4422 or broadwaypalm.com

JULY 7-27SAND, SURF, SUMMER EXHIBITIONCenter for the Arts of Bonita Springs(239)495-8989 or artcenterbonita.org

JULY 12-AUG 18CAUGHT IN THE NETOff Broadway Palm Theatre(239)278-4422 or broadwaypalm.com

JULY 12LIVE AT THE PROMENADE: JODI DESALVO, CONCERT PIANISTPromenade at Bonita Bay, 7-9 p.m.(239)495-8989 or artcenterbonita.org

JULY 17MOVIE ON THE LAWN: JAWSThe Mercato, Naples, at 8 p.m.(239)254-1080 or www.mercatoshops.com

JULY 20MUSIC WALK: KEVIN MAULDIN JAZZ TRIOSidney & Berne Davis Art Center, 7-11 p.m.(239)333-1933 or sbdac.com

JULY 28BACK TO SCHOOL FASHION SHOWMiromar Outlets, 2 p.m.www.miromaroutlets.com

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

ESTERO EVENTSJ U L Y 2 0 1 2

calendar of events


SPORTING EVENTS

JULY 1-3MIRACLE BASEBALL VS. ST. LOUISHammond Stadium, Ft. Myers(239)768-4210 or miraclebaseball.com

JULY 5MIRACLE BASEBALL VS. CHARLOTTEHammond Stadium, Ft. Myers(239)768-4210 or miraclebaseball.com

JULY 7-9MIRACLE BASEBALL VS. JUPITERHammond Stadium, Ft. Myers(239)768-4210 or miraclebaseball.com

JULY 15-18MIRACLE BASEBALL VS. DUNEDINHammond Stadium, Ft. Myers(239)768-4210 or miraclebaseball.com

JULY 20-21PRO BULL RIDERS TOURGermain Arena, Estero(800)745-3000 or germainarena.com

JULY 23MIRACLE BASEBALL VS. CHARLOTTEHammond Stadium, Ft. Myers(239)768-4210 or miraclebaseball.com

JULY 26-29MIRACLE BASEBALL VS. BREVARD COUNTYHammond Stadium, Ft. Myers(239)768-4210 or miraclebaseball.com

BREVA THE MANATEE...RESCUED FROM RED TIDEGIVEN TLC…AND RELEASED SUCCESSFULLY



It was really touch-and-go when an adult female manatee was rescued on January 24th of this year. She was suffering from ‘red tide’ and thanks in part to two kayakers who found the huge marine mammal upside down in a Bonita estuary, the story had a happy ending!

After its rescue by the Florida Fish and Wildlife Conservation Commission (FWC), the manatee was rushed to the Miami Seaquarium. Breva… the name given to the ‘survivor’ by workers at the Miami Seaquarium, was nursed back to health with TLC… tender, loving care! When we say Breva was a survivor, it’s because 16 manatee deaths due to red tide related causes were documented in the area earlier this year.

The name the Seaquarium chose, Breva… is taken in part from the scientifi c name of the Florida red tide organism, which is known as Karenia brevis. A Florida red tide bloom is a higher-than-normal concentration of these microscopic alga. The organism produces a neuro toxin that can affect the central nervous system of marine life, effectively paralyzing the manatee.

When Breva arrived, she was could barely move. In fact, she was so weak, she couldn’t even lift her head. Breva was put in an apparatus to keep her head above water, given antibiotics and monitored by the staff. When she arrived she weighed 670 pounds. When she was released last month, she weighed 880 pounds.

The old saying that “...it takes a village to raise a child,” might be a fi tting description of the success of rehabilitating Breva.

The rescue and release brought together many state and local offi cials and volunteers. Doug Kollmer of Estero and Nick Hoops of Bonita Springs, both graduates of Florida Gulf Coast University (FGCU), found the injured manatee while kayaking in January. “We noticed what looked like a rock coming out of the water,” Kollmer said. “We paddled over and she was belly up. We thought she was dead.” But as the men paddled around the manatee it started to fl ip over. “We weren’t going to bring our phones, but we were lucky we did.” Kollmer

“THERE WERE A LOT OF FOLKS THAT WORKED HARD TO MAKE THIS HAPPEN.”


said. After phoning FGCU, Doug and Nick

stayed with the manatee for an hour keeping boat traffi c away. They kept the manatee alive by keeping her head above water with their paddles so that she would not drown and using the paddle to move the manatee every once in a while to make sure it was breathing.

The Lee County Sheriff’s offi ce helped tow the manatee to a small boat ramp off Melody Lane in Bonita Springs where FWC biologists could rescue it. The effort to save Breva included offi cials from FWC, FWC Law Enforcement, FGCU and the Miami Seaquarium.

“There were a lot of folks that worked hard to make this happen,” said Denise Boyd of FWC. “It was a huge team effort.”

A much heavier and happier Breva traveled back to Bonita Springs last month in a large truck lying on pads and being sprayed with water. It took more than a dozen researchers, offi cers and volunteers to lift the manatee from the truck and haul her to the water of Estero Bay at the Bay Water Club in Bonita Springs. Once the sling was lowered she slithered under the murky brown water by Bay Water rentals and disappeared. But her story will continue on. James Greco, of FGCU undergraduate admissions videotaped Breva’s journey.

“We will use it for admission recruiting,” Greco said. “It’s good stuff to show what we do at the university.”

On the day of the release, Jodi Tuzinski, animal care manager at the

Seaquarium, exclaimed that “… it’s awesome. Anytime we can release one is a great day.”

Lauren Pacholec, a biologist with FWC said that everyone was absolutely thrilled Breva made it through. “This is a great success story. It’s the only one rescued from red tide this winter,” Lauren said with a broad smile.

With a special acknowledgement to Doug Kollmer and Nick Hoops, Kati Therriault said “… you gave it a fi ghting chance. This is huge” Kati is a biologist with the FWC.

Save the Manatee Club offi cials say manatees suffering from red tide could have muscle twitches, lack of coordination, labored breathing and an inability to maintain body orientation. They also say that most manatees will recover if rescued in time.

So… if you ever come across a manatee that is obviously in trouble, please report it to the FWC’s Wildlife Alert Hotline (888-404-3922).

It’s hard not to fall in love with these magnifi cent sea creatures… and if you or someone you know has an interest, the FWC’s Fish and Wildlife Research Institute offers a variety of manatee internships including positions that work on photo identifi cation and GIS projects in St. Petersburg, as well as positions that assist fi eld stations with manatee rescue, carcass salvage, and research in other areas around the state.

Some Fun Facts About The

Florida Manatee…

The Florida manatee, or sea cow, is a subspecies of the West Indian manatee

and is a large aquatic relative of the elephant. These herbivorous’ diet is mostly marine and freshwater plants, which they spend about six-hours a day eating. They only have molars, which are used to grind food. As they wear down and fall out, they are replaced with new teeth.

Manatees can be found in the shallow coastal waters, rivers, and springs of Florida and adjoining states in the winter. Some individuals migrate as far north as the Carolinas or as far west as Louisiana in summer. Manatees have swum as far north as Cape Cod, Massachusetts in recent years! Rarely do they venture into waters that are below 68 degrees Fahrenheit.

Grayish brown in color, manatees have thick, wrinkled skin on which there is often a growth of algae. Their front fl ippers help them steer or sometimes crawl through shallow water. They also have powerful fl at tails that help propel them through the water. Despite their small eyes and lack of outer ears, manatees are thought to see and hear quite well.

Manatees only breathe through their nostrils, since while they are underwater their mouths are occupied with eating! A manatee’s lungs are 2/3 the length of its body. Well known for their gentle, slow-moving nature, manatees have also been known to body surf or barrel roll when playing. They normally rest and feed often. Manatees communicate by squealing under water to demonstrate fear, stress or excitement.


2012-13 Basketball Season Tickets

AVAILABLE NOW!Visit the Alico Arena ticket office

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Combined season tickets for both teams available at a 50% discount

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The Grape EvolutionJOE AND DONNA SOFIA OF ESTERO REINVENT THEIR RESTAURANT THE GRAPE INTO A MODERN AMERICAN GEM: THE SOUTH FORK GRILLE.

“It has been the longest learning experience....ever,” says Donna Sofi a. When she and her husband Joe Sofi a opened their wine bar at Coconut

Point in 2006 they didn’t expect a recession or the oil spill or any of the other c h a l l e n g e s they faced, but through it all they persevered. “ We n e v e r worked harder in our lives; and now we’re going to completely c h a n g e e v e r y t h i n g , ” she says with a

glance to her husband across the table. They nod in unison with wide smiles.

Now that the seven-year franchise agreement with “The Grape” is over,

the Sofi a’s are free to completely reinvent their space into a full service restaurant with cocktails as well as wine.

The space has been evolving over the past few years and on this sunny afternoon between greeting regular patrons from a sidewalk table, she and Joe look back over the changes they’ve already made. “The demand was for more and better food and we realized we needed to make some major adjustments.” Two years ago they added a full lunch and dinner menu and the response has been so positive the husband and wife team decided to take the space to the next level.

“It will be completely renovated inside and out, the colors will be different, we’ll reconfi gure the dining room to seat more people,” Joe says. Donna fi nishes her husband’s thoughts: “The focus will be more on food, but we’ll still have dozens of wines by the glass.”

The new place will have a new name: The South Fork Grille. It’s a reference to their New York heritage and the Long Island enclave known for world-class cuisine. The Grille’s kitchen is led by chef Colon Campos and he’ll unveil the new menu at a grand opening mid-summer. It will be Modern American cuisine, which can be loosely defi ned as all the classics with a few multi-cultural gems.

In addition to the full bar, Joe says they’ll keep about fi fty wines by the glass to hold on to the soul of the wine bar as they evolve into one of Estero’s premiere dining destinations. The sidewalk seating will stay, so the people-watching and neighborhood vibe will continue to add to the experience.

“We have had a number of regulars who, over time, have really become good friends. It has been challenging, sure, but it has also been fun,” Donna says as she gets up to greet a friend who’s just gotten back from vacation. “Great to see you! You look great!” And just like that Donna and Joe are back at work.

“It will be completely renovated inside and

out, the colors will be different, we’ll

reconfi gure the dining room to seat more people,” Joe says.

Donna fi nishes her husband’s thoughts:

“The focus will be more on food, but we’ll still have dozens of wines

by the glass.”

LP

happeningsdining

Lifestyle Magazine is looking to feature some of South Florida’s most pampered pets. Please submit a photo of you & your pet for consideration for an upcoming issue to:[email protected]

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Free bottle of house winew/ purchase of 2 entreesfrom our Prix Fixe Menu

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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.


TIP: When properly pouring wine from a purchased bottle, the fi ll level of the glass should be less than half so the wine can be swirled without spilling.

“Drink red wines at room temperature.” How many times have you heard that? For us, we are not only so advised by too many waiters to count, but we see far too many articles recommending the same thing. While it is technically true that a temperature at which a wine should be consumed depends on the type of grape involved, and one’s own preference, wines, by their very nature, are infl uenced by a number of factors that make them show their best character. One of the prime factors is, indeed, temperature at the time of consumption. So while we may be hesitant to say what is proper, we have no problem in writing about where on the scale a wine will show best.

Put very simply (though accurately), when a wine is too cold, the fl avors are hidden. When a wine is too warm, it can seem watery, fuelish, or alcohol hot. Naturally, it is unusual for either extreme to refl ect what the winemaker desired, what nature intended, or what fl avors can be missed. As with most products, only when a wine is experienced in the manner its producer feels is proper can one truly appreciate all that the libation has to offer.

For both whites and reds one can confi dently say that the more complex the wine, the warmer it should be consumed. For example, big Chardonnays should probably be stored and opened at about 50F, and then allowed to warm on your table as you pour during your meal. Swirling the wine is important, as the movement serves to warm it and to expose the most possible area to oxygen. This leads to the release of many fl avors, much like ice cream in one’s mouth gives off more pleasure as it warms before being swallowed.

A less complex Sauvignon Blanc, on the other hand, should not only be stored at a cooler temperature than the Chard, it should be consumed from an ice bucket. You can enjoy what this grape variety has to give at a lower temperature.

As for big reds such as Cabernet Sauvignon, Merlot, or Cabernet Franc, they should be stored and opened at about 60F and, again, allowed to warm on the table as they are being enjoyed. Drinking these at above 68-72F can cause some of those watery and hot problems mentioned above. Pinot Noirs and Zinfandels, on the other hand, can be consumed at a bit cooler temperature (though not iced) and still show their beauty.

We feel you have to be confi dent with your own wine knowledge. More than once have people looked at us quizzically when we iced our red wine to bring the temperature down, and had our white on the table so it would lose its refrigerator chill. But we know what we know, and like what we like. Ultimately, regardless of what writers like us preach, that’s what it’s all about.

When properly pouring wine from a purchased bottle, the fi ll level of the glass should be less than half so the wine can be swirled without spilling.

Attorney Monty

Preiser and his

wife Sara Preiser

reside full time

in Palm Beach

County, and spend

their summers visiting wineries,

studying wines, and judging

competitions on the west coast

where they have a home in Napa.

The Preisers publish the world’s most

comprehensive guides to Napa Valley

and Sonoma County wineries and

restaurants titled, appropriately, The

Preiser Key to Napa Valley and The

Preiser Key to Sonoma County, in

which they write the informational

and educational articles. The Preisers

co-own Shadowbox Cellars, which

produces premium Napa and

Sonoma wines.

Dare to Dis-Degree

wine style

BY MONTY AND SARA PREISER

LP

We offer pick up, delivery, & installation!Stop on by and say hi to “Lil Bit!”

CUSTOM & PRESERVATION

FRAMING Additional services such as:

Dry Mounting Flat Screen TV’sSports Memorabilia

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Turnaround time 3-5 days

HOURSMonday - Friday

9am-5pmSaturday

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BONITA SPRINGSSandpiper Plaza

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SUMMER SPECIAL6 weeks of Karate for $74.99

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www.BCHCFL.com

3501 Health Center Blvd. Bonita Springs, Florida 34135

Damon Warmack, Joe Taylor & Julie Warmack

Liz Paul, Gary Atkinson & Jill Turner

Bev Somerset & Nancy Bartlett

Gene and Debi Montenieri, Judi Gietzen & Diane Ahner (Gietzen is platinum sponsor)

Mary Anne Casey & Gina Turkel

Christopher & Barbara Eddison with Sue & Bob Magnuson

Wild About Kids

Tom Ryan & Glenn Mahler

Wildcat Run hosted its “Wild About Kids” charity

auction March 30, 2012 at the Golf and Country Club to benefit abused,

neglected and at-risk children through the

work of the Children’s Advocacy Center of Southwest Florida.

scene on site

Kellie Burns, Diane Connell, Jill Turner, Erna Durnwald & Rich Durnwald


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.

know about !y

APRIL 2012 AMERICAN CANCER SOCIETY BIRTHDAY BALL | S

OLITA | CATALONIA

Ordinary

Heroes

PARKLAND

RELAY FOR LIFE

TOP10GADGETS

Jacob’sShoes

2012RESORT

ACCESSORIES

n

OOO

Carol Talkowski & Joanna Forszniak

Lillian Sciacchitano, Ian Wright & Susan Snyde

Sixteen Conservancy volunteers were honored for achieving 100 hours of service

JoAnn Johansen presented a $905,705 “check” to Conservancy President Andrew McElwaine

Conservancyof Southwest

Florida HonorsVolunteers

The Conservancy of Southwest Florida recently honored their

volunteers at a “Volunteer Appreciation” celebration at the Naples Hilton. Over 215

volunteers & their guests attended the event where Award Certifi cates were presented to the Conservancy of Southwest Florida Volunteer Connection Board and Volunteer Coordinators for the

2011 fi scal year.

scene on site

Thirteen Conservancy volunteers received recognition for 500 hours of service in 2011



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PLAYGROUNDTEMPT - TEASE - STAY - PLAY

Heather & Kandice Klein

Susan & Olivia Trader

Autumn & Lynette Dunn

Danielle & Lana Abraham

Courtney Venable & Ann Steinbeck

Elizabeth & Esther Marin

Melissa, Natessa & Tosha Bailey

Carolyn & Faith Embrey

Mother-Daughter Look Alike Contest

Jordan & Ronna Frazier

Miromar Outlets held its Fourth Annual Mother/

Daughter Look-Alike Contest May 12 in honor of Mother’s Day. The top

mother/daugther and grandmother/mother/

daughter teams received prize packages from Double Tree Suites,

Naples Princess, Barbara B. Mann Performing Arts

Hall and Miromar Outlets.

scene on site

Chris & Hannah Schowten



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For more information on our Private Banking services,

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bankunited.com Member FDICBankUnited, N.A.

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Ryan Gobiel, Lenny Pohl, Steve Rockey & Les Williams

Kevin Potter, Kyle Potter, Ernie Hartlieb & Hank Hartlieb

Bill McMaster, Jason Pavich, Pete Leonhardt & Hans Leonhardt

EsteroMartial Arts

Golf Tournament

Allison Goldberg, Jeannie Kyser & Linda Potter

Estero Martial Arts & Fitness hosted a golf

tournament at The Vines Golf and Country Club May

12. The event benefitted the Passion Foundation, an Estero-based charity which

aims to educate children and help prevent skin cancer

by erecting shade tents at school playgrounds.

scene on site

Alex Jeffrey, Jake Devita, Tony Winnans & Eli Unders



239.948.7825www.floridaeverblades.com

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BY BRUCE TURKEL

AND another thing...

THE DEADBEAT BRAND

Have you ever witnessed the Pocket Pat? When done well it’s a thing of beauty.

I was invited to lunch by Lloyd. He’s a successful businessman and wired into the goings-on in South Florida. When the bill came, Lloyd made a fl ourish of snatching the check and announced it was his treat. He examined the charge and reached for his billfold.

Lloyd looked up at me with a look of abject horror as he patted each of the pockets in his suit. “I must have left my billfold on my dresser,” he said. “I’m so sorry. It was my treat.”

“Was” clearly was the key word. I handed the waiter my credit card.

Months later, Lloyd called me to get together for lunch again. Now I might be crazy but I’m not stupid, and I really didn’t relish getting together with him again. After all, fool me once, shame on you. Fool me twice — well, you know what happens then.

But Lloyd reminded me that he owed me lunch and it was his treat. He’d be sure to remember his wallet. Okay, so maybe he really did forget his wallet. I forget things all the time. It could happen to anyone.

Near the end of the meal, Lloyd answered a call on his cellphone. After listening to the phone his face drained of all color. “Oh my God, I’ll be right there,” he said as he hung up.

He mumbled something about an emergency, threw a bill on the table, and ran off.

When I looked down, I found a dollar laying there. “He must have meant to leave more,” I thought, “but was clearly distracted. An honest mistake.”

I paid the other 27 bucks.Stupidly, I agreed to have lunch

with him again a few months later. Not because I wanted to pay a third time, but because I needed to ask him about a particular piece of business.

Plus, I fi gured he’d already exhausted his bag of tricks and wouldn’t

dare try to shaft me again.But you know what

they say about fi ghting with a pig. They’ll just pull you down to their level and cover you with mud. Plus, the pig enjoys it.

This time I was in a hurry and told Lloyd, who I was now referring to as Pocket Pat that I had a hard stop at 12:50. We picked a cash-only sandwich

shop near my offi ce. Service was slow and we didn’t get done until almost 1:00, so when the $17 bill came I was really in a hurry. Pocket Pat again made a fl ourish of pulling out his billfold, but wouldn’t you know it, all he had was a hundred. Well, we could always wait for the waiter to get change (I was now 15 minutes late). I threw a twenty on the table and rushed off.

Am I telling you this because I enjoy telling people that I’m a chump? Hardly.

As Dov Seidman writes in his book How, “How you do

anything is how you do everything,” and needless to say, I’m not the only one Pocket Pat has snookered. And being the gossipy little biatches we are, we talk about it. So Pocket Pat is known around town as a conniving deadbeat. That’s his brand.

Brands are created whether you decide to build them carefully and compulsively or do nothing at all. But you only have so much control over what people think of your brand to begin with. If you’re not scrupulously managing your messaging and activities, you’re abdicating responsibility to forces outside your control, many of which are eager to see you fail — or at least laugh at you behind your back.

Saab didn’t control their brand. Instead of consistently standing for something emotional and focused they kept searching for meaning. And while Volvo became one of the most profi table European brands in the United States, Saab has been passed from hand to hand and may or may not be out of business by the time you read this.

Sarah Palin didn’t control her brand. Given the opportunity to run for one of the most powerful offi ces in the world, she didn’t prepare for news interviews. Instead she watched her public persona dwindle from superstar to question mark to laughing stock. Sure, she built a name for herself and put some money in the bank, but at what cost?

Puerto Rico didn’t control its brand. Once one of the most desirable tropical tourist destinations, years of inconsistent messaging and an island-wide obsession with the Statehood vs. Commonwealth fi ght eroded the brand so thoroughly that the Dominican Republic has eaten PR’s lunch, fufu and all.

Like Pocket Pat, these brands lost market share because their actions were not in lockstep with their messaging and chipped away at their marketability. Quite simply, people don’t buy what you do, they buy who you are. And if the who you are does not present people with a consistent and compelling image of what’s in it for them, they won’t buy at all.

Unless it’s lunch. And you’re with Pocket Pat.Bruce is a branding expert who makes his clients’

brand experiences more valuable.

He’s worked with great organizations including

Discovery Channel, Baptist Health, MetCare, and

Miami. He’s spoken at MIT, Harvard, and hundreds of

conferences. He’s been on NPR and CNN and featured

in The New York Times and Fast Company Magazine.

He has published three books on advertising including

Building Brand Value. LP



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Estero July 2012