The Valley Business Journal Feb 2009

VOLUME 21, NUMBER 2 FEBRUARY 2009

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Southwest Riverside County Association of Realtors Hires Government Affairs Director

The Southwest Riv-erside County As-sociation of Realtors

is pleased to announce they have retained Gene Wun-derlich as Government Af-fairs Director. “Our Region now encompasses five cit-ies in Southwest California with over 3,000 Realtor members,” according to SRCAR CEO Connie Lynch. “Our need to be represented at all levels of city, county, state, and federal decision making has grown increasingly critical, especially given the challenges our housing market has faced during the past 18 months. Having Gene in this position will ensure that our Realtor members have a voice in the communities they serve.”

Wunderlich is a 20-year resident of Southwest County and has been a Realtor for 15 years. He has served as Chair of the Southwest Riverside

County Association as well as numerous city, chamber, and other community or-ganizations, includ-ing founding Chair of the Southwest California Legisla-tive Council. He is a Director of both the

California and National Associations of Realtors and serves on a variety of Legislative Committees,

City of Temecula: Walking You Through Our Development Processby Christine Damko, City Manager’s Office, and Jessica Ross, Information Systems

Do you ever get anxiety over having to call a gov-ernment jurisdiction to ask about the process of obtaining a permit? What about trying to decipher

acronyms such as DP, CUP, PA, or CEQA in between the twist and turns of the long-winded development process? Ever wish that you could easily understand the major mile-stones of a government’s development process BEFORE starting the process? The City of Temecula wants to walk you through our development process…simply!

The City of Temecula is fully committed to providing excellent, expeditious, and clear guidance throughout your development process. Whether it’s gaining entitlements for a new building or expansion, grading permits, or building permits, we are dedicated to providing you outstanding service. In Temecula, we understand that time is money!

Break the process down to major milestones. If there was one word to describe the development process, it would be complex. There are numerous departments involved, which include Planning, Public Works, Fire Prevention, Building, and Community Services, not to

continued on page 8

Spotlight: Rex Oliver/Murrieta Chamber of CommerceStory and photo by Jann Gentry

Before there was an official city of Murrieta, or Temecula, or even Interstate 15, there was the Murrieta Chamber of Commerce. In 1917, the Chamber of Commerce in Murrieta helped local farmers and

ranchers in the town of 800 citizens to take their produce and livestock to market in Riverside. It is the first recorded event of the Chamber and typifies the work and efforts it has been making for at least 90 years.

In 1960, Eileen and Vic Garrison, owners of the Murrieta Machine Shop, were instru-mental in organizing the Chamber into a char-tered entity. Their shop is still on Washington Avenue in Historic Downtown Murrieta; they themselves have been members continuously for over 60 years, even though the chartered organization will be only 50 years old next year (2010).

Today, the Chamber has over 800 mem-bers, down a little from a high of 1004; like other businesses—and chambers—it has felt the impact of our economy’s downturn. How-ever, “we’ve added 20 new members since December,” said Chamber CEO and President Rex Oliver. “This year could be the turn-around year as new businesses are developing. We believe people are done feeling bad and uncertain. They’re ready to move on. And the Chamber is here to help them do that.”

The Chamber offers networking opportunities and events for its members. Taking ad-vantage of those opportunities is how members reap the benefits of belonging to the Cham-

REAL ESTATEGreat Year-End Sales Number Point to 2009 Housing Recovery. Although Murrieta’s market suf-fered along as one of the state’s perennial leaders for foreclosed homes in 2008, they also posted sales of 2,052 homes! Murrieta sold more homes last year than in any of the previous 5 years, including 2006 and 2007 added together. Page 9

MONEYCEO Focus of Southern California Comes to Temecula. One of the greatest benefits of participat-ing in CEO Focus is learning the best practices of other successful owners. Page 12

HEALTHMommy, Daddy, Stop Smoking. Children are taught in school that nicotine is a drug. They are taught about the

health risks associ-ated with smoking cigarettes. They then go home, see their parent smoking, and tell them something like: “Mommy! Stop smoking, you are go-ing to die!” Page 32

COMMUNITYHigher Education Remains the Best Investment. One of the stabilizing forces that people have latched on to in boom

times as well as bust, are those life-long benefits afforded by institutes of higher education. Page 33

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WWW.THEVALLEYBUSINESSJOURNAL.COM February 2009

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February 2009 WWW.THEVALLEYBUSINESSJOURNAL.COM

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RetractionIn a story about Eastern

Municipal Water District in our January issue, The Valley

Business Journal inadvertently used the Elsinore Valley

Municipal Water District logo with the article.

we apologize for the error.

ber. This includes the after hours mixer that occurs every first Thursday of the month and the Networking Breakfast at Bear Creek Country Club on the second Thursday of the month, in addition to two business expos per year, plus op-portunities to advertise and to build rapport with fellow members.

Changes are coming, good changes, changes that make business owners ex-cited about belonging to the Chamber. For example, the chili cook-off circuit (yes, there is an official chili competi-tion organization!) has sanctioned the upcoming May 9 “Chili and Brews” in Murrieta as one of their regional com-petitions, and the Chamber is helping to host the event. “About 20,000 people are expected to attend,” said Oliver. “There will be a chili contest with professional judges, home-made soft drinks and ciders, and an educational component.”

And that’s not all. On July 24 and 25 the Chamber will help host the Cowboy Jubilee Music Festival and Art Exhibit in Murrieta Town Square. The proceeds will help educate Riverside County school children about the Santa Rosa Plateau. Then there is the Murrieta Birthday Party scheduled for June 27 and the upcoming Secrets of Success (SOS) program targeting companies for which it makes sense to network to-gether. All events are on the Chamber’s website: www.murrietachamber.org.

The Chamber has certainly flour-ished over the past 50 or more years and now employs five staff, boasts 16 on the Board of Directors, and has Rex Oliver to manage it. He probably didn’t envision this years ago when he left his flower shop in Alberta, Canada, and migrated south to paradise!

Spotlight: Rex Oliver / Murrieta Chamber of Commercecontinued from page 1



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Editor/Publisher/CEO Linda Wunderlich

Staff Writers Arthur A. Visintin Wyatt Meal

Ted Saul Jann Gentry

Sharon Roscoe

Contibuting Writers Sandy Dodson Officer Lynn Fanene, Sr.

Ed Creamer Bill Tsotsos

Graphic Design/Production M.kay Design

Criteria for Submitting Articles:1. Since the publication of articles is an added public relations feature for our

advertisers, their articles will be given first priority. Other articles will be published on a space available basis.

2. Articles should be prepared in a word processing program and submitted as a Word.doc file.

3. Articles must be business-oriented and pertain to the author’s area of expertise. A photo of the writer is appropriate.

4. All submissions are subject to editing by the publisher.5. Send completed articles by e-mail to: [email protected] questions, comments, story ideas, or advertising information, please contact us:Phone: (951) 461-0400 • Fax: (951) 461-0073 E-mail: [email protected] Website: www.thevalleybusinessjournal.comMailing Address: The Valley Business Journal 40335 Winchester Rd., #E-128 Temecula, CA 92591Deadlines: Article and advertising deadlines are the 15th of each month for the next issue.Distribution: The Valley Business Journal is mailed to the Temecula and Murrieta Chamber of Commerce member businesses each month. It is additionally distributed in places throughout Temecula, Murrieta, Wildomar, Lake Elsinore, Menifee, Sun City, and Canyon Lake. Most banks, real estate offices, professional and medical buildings, restaurants, bookstores, auto dealers, wineries, visitor’s bureaus, and Chamber of Commerce offices receive multiple copies each month.The Valley Business Journal is a California Corporation. All rights reserved. Reproduction in any form, in whole or in part, without the written permission of the Publisher is prohibited. The publication is published monthly. The opinions and views expressed in these pages are those of the writer or person interviewed and not necessarily those of The Valley Business Journal. The Valley Business Journal hereby expressly limits its liability resulting from any and all misprints, errors and/or inaccuracies any advertisement or editorial may contain, to the credit of the specific advertising payment and/or the running of a corrected advertisement or editorial correction notice.

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Real EstateGranite Construction Company has been recognized by the premiere of the Roads & Bridges Go-To List for contractors that are top performers out on the jobsite. The list includes five major categories: transportation projects, bridge projects, road and highway projects, airport projects, and mass transit projects.

MoneyThe U.S. economy is cyclical and bear markets and recessions are a part of that cycle. Since 1957, the U.S. has been through nine bear markets, each av-eraging about 13 months in length with an average peak-to-trough market decline of 32 percent. Some bear markets are worse than others, and this is a particularly severe one; however, it is not something that our country has never seen before.

Marketing MattersNext time you are having a business meeting, ask yourself “How would I be if I were building a personal relationship?” We seek irresistible relationships in our personal lives, how about seeking irresistible relationships in our business lives, too?

Dining / Arts & EntertainmentLook, let’s get real about this thing called Valentines Day. It’s not a “man’s” day. Any given day during March Madness is a man’s day. The Super Bowl is a man’s day. Going to any NASCAR event is a man’s day.

Legally SpeakingUnfortunately, lawsuits under the Americans with Disabilities Act (ADA) are becoming a fact of life for business in America. These lawsuits are not only costly but are difficult to defeat. Often, a business can be in violation of the ADA without realizing it.

Healthy LivingOver the past 20 years Murrieta Day Spa & Hair Studio has collected numerous awards, including but not limited to, Best Spa Experience in the Valley, Business of the Year, and the most recent being the 2008 Best Men’s Facial.

Community NewsEastern Municipal Water District’s board of direc-tors on Wednesday selected Ronald W. Sullivan and Joseph J. Kuebler, CPA, to two-year terms as president and vice president, respectively. Among other noteworthy recognitions at its first board meet-ing of 2009, directors Sullivan and Randy Record began their latest four-year terms as elected board members.

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8 REAL ESTATE / TECHNOLOGYGranite Construction Company Named to Roads & Bridges Go-To List

Temecula Valley Bancorp Announces New Strategic Initiatives

Granite Construction Company has been recognized by the premiere of the Roads & Bridges Go-To List for contractors that are top performers out on the jobsite. The list includes five major categories: transporta-tion projects, bridge projects, road and highway projects, airport projects, and mass transit projects.

In October, Department of Trans-portation officials were surveyed and asked which contractors they prefer to

Temecula Valley Bancorp Inc. (NASDAQ: TMCV) today announced new strategic initiatives as part of the Company’s ongoing efforts to reduce operating expenses. These new initia-tives which include strategic reduc-tions in personnel and other operating expenses as well as a reallocation of current resources, are expected to result in over $10 million in savings on an an-nualized basis.

“Given the current challenges in the regional housing markets, we have been carefully and thoroughly evaluating our operations to ensure our resources are properly aligned with customer needs in the current economic environment,” said Frank Basirico, Chief Executive Officer. “Accordingly, we will be introducing organizational changes that will result in staff reductions of 36 full-time positions across all levels of our business, from line personnel to senior management. These new reductions are in addition to several positions that recently became vacant due to normal attrition that will remain unfilled. We are also redefining our operating footprint and will be clos-ing SBA loan production offices located outside of California.”

“Additionally, we are making ap-propriate organizational changes to ac-commodate our revised staffing levels in order to maintain the high quality service levels we are known for across our franchise,” continued Basirico. “Although these were difficult but nec-essary decisions to make, we believe that this restructuring effort will allow us to preserve capital while we weather this economic cycle.”

In connection with these strategic

partner with on a job. The responses became the basis of the Go-To List. This list is a preference and is not based on financial earnings.

Parsons and Granite Construction Inc. outperformed most. Gran-ite was No. 1 for road and high-way projects, named second for bridge projects, and third for transportation projects.

The complete list is available at www.roadsbridges.com on the current issue.

Leases SignedWallick & Volk has signed a

sublease for office space at Overland Corporate Center, located at 41619 Margarita Road, Temecula. Rob Crisell and Mary Piper of Lee & Associates rep-resented the Sublessee, and John Bucher of Madison Street Partners represented the Sublessor in this transaction.

Trellis Community Church has signed a lease for space at Jefferson Center Office Building, located at 27919 Jefferson Avenue, Temecula. Mary Piper, Sheri Shoemaker, and Lalli Guer-riero of Lee & Associates represented the Lessor, and Laura Menden of Lee & Associates represented the Lessee in this transaction.

Fidelity National Title Company has signed a lease for ±3,746 square feet of office space at Jefferson Professional Building, located at 27708 Jefferson Av-enue, Temecula. Mary Piper and Sheri

Shoemaker of Lee & Associates repre-sented the Lessee in this transaction.

Qualtech has signed a lease re-newal for space at Highlands II Busi-ness Center, located at 40880 County Center Drive, Temecula. Mary Piper and Sheri Shoemaker of Lee & Associates represented both the Lessor and Lessee in this transaction.

County of Riverside has signed a lease for office space at Whitewood Professional Building, located at 24885 Whitewood Road, Murrieta. Rob Crisell of Lee & Associates represented both the Lessor and Lessor.

Hills Family Corporation, Inc., dba Discount Dance Supply, leased 1,522 square feet of reteail space for 63 months at 26175 Jefferson Avenue, Suite 204, in Murrieta from JT Jeffer-son, LLC. Scott Forest and Jim Nadal of Grubb & Ellis/WestMar represented the Lessor in the transaction.

mention the outside agencies involved such as Flood Control District, Health Department, and the various environ-mental agencies. From submitting the application to complying with state regulations, there are hundreds of de-tailed steps that are involved. Many of these steps are internal and do not affect the applicant. To make the process easy to understand to the layman, we needed to identify the major milestones in the entitlement, grading, and construction process. Representatives from the Plan-ning, Building, Fire Prevention, Public Works, Community Services, Informa-tion Systems, and City Manager’s Office worked together to accomplish this task. Together, we broke down the hundreds of steps into a few major steps.

Easy to understand process for-mat. Breaking down the development process into major milestones is only half of the walk. Turning these mile-stones into an easily understandable and readable document is the second leg of the walk. Understanding that people do not want to read an encyclopedia-sized book filled with development timelines, the City opted for a tri-fold brochure

City of Temecula: Walking You Through Our Development Processcontinued from page 1

outlining the entitlement, grading, and construction process with a with flow chart diagram.

Make it Interactive! In 2009, not only will the City provide you with a clear and simple development timeline, but it will be interactive!

Please visit www.cityoftemecula.org and click on “Build On Your Prop-erty” to learn about zoning, building codes, and the development process.

This site is being enhanced to include an interactive process flow diagram and development timeline calculator. Using the calculator, you will be able plug your timelines into our standard timeline dates, which will determine your estimated total time to obtain permit approval. This process will give a person the ability to esti-mate the length of time needed for a particular application to get through the process! For more information on our Development Process, please visit www.cityoftemecula.org or you may contact Christine Damko at (951) 506-5100 or Jessica Ross at (951) 308-6300.

initiatives, the Compa-ny expects to incur an es t ima ted o n e - t i m e severance charge of ap-proximately $158,000 in its first quar-ter of 2009 financial results. Temecula Valley Bancorp reported that its sub-sidiary, Temecula Valley Bank, remains well-capitalized according to regulatory guidelines. At September 30, 2008, Temecula Valley Bancorp maintained risk-based capital, Tier 1 risk-based capital and leverage ratios of 11.46%, 8.81% and 9.09% respectively.

“While we are deleveraging our balance sheet, we will also be highly-focused on executing loan collections and, as a result, have increased staffing in our Special Assets Department to take a more proactive and decisive approach in managing our nonperforming assets,” Basirico added. “At the same time, we are concentrating on increasing core deposits to further build upon our base of affordable local deposits.

“Going forward, we are focusing on returning to our roots as a community bank providing services to our local business owners and offering the high levels of service they require. Temecula Valley Bank was built by experienced business bankers to be the type of bank that we would want to do business with if we were the customers,” Basirico noted.


9REAL ESTATE / TECHNOLOGYGreat Year-End Sales Number Point to 2009 Housing Recoveryby Gene Wunderlich

Last month I summarized the travails of our housing market for the 5-city region of Southwest California. Most of that column was devoted to a breakdown of our median price and average price per square foot statistics, both of which have been in virtual free-fall since 2004 or 2005. But I also mentioned that overall housing sales had rebounded nicely in 2008.

While this is largely due to the unprecedented drop in prices, it is defi-nitely a good sign even while prices continue to fall. Be-cause in 2007 prices were also dropping but sales were in the tank as well. The pick-up in sales ac-tivity will eventual-ly start to reduce the inventory of homes for sale, and when that happens we’ll start to see a return to stable prices and a “normal” housing market, if such a thing can ever be said to exist in California.

So how good was 2008? Well, pretty damn good in fact. You haven’t heard about this in the national media because it doesn’t fit into the continued doom and gloom that makes headlines, but 2008 was a banner year for housing in Southwest County. Temecula actually did the least well in the region, and they still did very well. 2008 single-family home sales in Temecula finished the year with 1,569 units sold. Compare that with only 805 homes sold in 2007 and you can appreciate the bump. It also beats the 1,236 homes sold in 2006, but still falls short of the 1,742 homes sold in 2005. Still, not a bad year all things considered, except for the decline in average price/SqFt. That fell from a high of $252 in 2006 to $152 last year.

Murrieta’s year was stellar. Al-though Murrieta’s market suffered along as one of the state’s perennial leaders for foreclosed homes in 2008, they also posted sales of 2,052 homes! Compare that with the 687 homes sold in 2007 and you can appreciate the degree of comeback the market has enjoyed. In fact, Murrieta sold more homes last year than in any of the previous 5 years, including 2006 and 2007 added together. Our previous peak year was 2004 in which a measly 1,679 homes changed hands. The downside? Average price/SqFt was down to $126 from its 2005 peak of $227. The good news? More homes available at historic bargain rates for everyone from first-time buyers to estate dreamers.

Lake Elsinore, Menifee, and Wil-domar all posted record sales years as

well. In our new-est city of Menifee 1,005 homes sold last year, well over their prior peak year of 820 sales posted in 2004. The bad news? Average prices fell from a high of $215/SqFt in 2006 to just $119 in 2008 and December’s average dipped just under the magic $100/SqFt number to $98.

Lake Elsinore numbers closed the year with 1,154 sales, again some-what north of their 2005 peak of 1,054. Av e r a g e p r i c e dropped from their high of $265/SqFt in 2006 to $121 in 2008 with Decem-ber dipping to just $94.

W i l d o m a r wrapped up the year posting 473

sales, beating its 2004 record of 361. Average price dropped from its 2007 high of $246/SqFt to $149.

So while it’s a good news/bad news kind of thing, overall the trendline is very good. Prices haven’t bottomed out quite yet because we still have a glut of foreclosures with more on the way. But our market posted significant improve-ment during a year that can only be con-sidered to be one of the worst in memory for financial news. But even with loans being notoriously hard to come by, we still managed to post record sales.

Unfortunately I was on a plane dur-ing the recent inauguration, but I under-stand the sky opened up pretty much on schedule and dollar bills rained down on the gathered multitudes. I can only hope some of that fell on you and that some falls on our beleaguered housing market this year. With near record low interest rates, housing affordability and availability like we haven’t seen for 20 years, and an inevtibale end to the cur-rent down cycle, 2009 is shaping up to be a good year. After all, whether you subscribe to the 4-year trough cycle or the 18-1/3 year peak cycle or some other housing market theory, we are nearing the end of the current cycle—regardless of who gets elected or what they do. The only thing we have to pray for is that the government doesn’t continue their intervention and make it worse than it needs to be. At least we can HOPE that’s the case.

Gene Wunderlich is a Realtor with Coldwell Banker Residential Brokerage. Share your questions or comments with [email protected].

Internet Marketing’s Global Reach Still Helps Small, Local Companiesby Brian Woeller

including the Federal Land Use, Private Property and Environment Committee.

“I am very excited to be stepping into this challenge,” says Wunderlich. “I’m a strong believer in the power of political advocacy, that if we’re not at the table—we’ll probably be on the menu. The Na-tional Association of Realtors celebrated its 100th anniversary in 2008 and has long been recognized as the leading grassroots

Southwest Riverside County Association of Realtors Hires Government Affairs Directorcontinued from page 1

political organization in this country with over 1 million members. I am looking forward to representing that legacy lo-cally, continuing the excellent relationship we have with our local, county, and state representatives and making the substantial research and other resources of our orga-nization available to them.”

Wunderlich can be reached at [email protected].

Internet Marketing, Search Engine Marketing, SEO, SEM. Organic Mar-keting. You’ve heard these terms thrown around…Heck, you may even know what some of them mean! You’ve resist-ed jumping into the Internet Marketing world for your business though, because you run a small, neighborhood retail store or service business. How would you possibly benefit from someone in Australia seeing your Internet Market-ing efforts from Temecula or Murrieta, when people 5 miles away think you’re too far, right?

Right…And wrong.While you are probably right in

thinking you won’t benefit much from people around the world seeing your Internet marketing, it is a very small world and it would not be unheard of for someone in your market area to have friends or family living somewhere else who see your company on the internet and talk to them about you. Granted, this will not be a huge number. The real ben-efit to your Internet Marketing will come from customers and potential customers in Temecula or Murrieta who see your company. How? Keywords.

When someone enters their key-words or phrases into Google or other search engine, listings with matching keywords appear in their search results. It is very common for people to add a local keyword to better help the search engines give them what they want.

To illustrate, let’s say you have a Widget store somewhere in the Inland Empire. First, you make sure your website is Search Engine Optimized, meaning select keywords are optimally included in your site. These keywords will include “Widgets”, and “Temecula, or Murrieta, or whatever neighborhood you are in.”

Next, you do some Organic Search Engine marketing by placing relevant content containing your “Widget” and locale keywords throughout the web on some high profile Social Network

websites, such as Squidoo, MyS-pace, Facebook, or Twitter. Then you write and post some articles with the keywords Widget and your location. To really increase your reach, you also post a few videos on YouTube, Veoh, and other video host-ing sites, again with the widget and location keywords. How does this help you? Everywhere you posted content containing your keywords you also have a link back to your website. These back links, especially on high profile sites get ranked high up in the search engine results pages. They also help your own website’s ranking since Google uses these back links to rank your site.

Now, when someone around the corner from your Inland Empire Widget store enters the keywords “Widget” and “Inland Empire”, they see your internet marketing efforts by way of all the ar-ticles, videos, and social network site postings you’ve made.

In fact, in a lot of ways, it is easier and more beneficial for a small local business to market itself than it is for a global entity. Why? Because depending on the keyword competition in your industry, you are merely competing with widget companies in Temecula or Murrieta, whereas the global marketer is competing with widget keywords from everyone in the world.

Internet marketing for a local busi-ness, even though it may be seen all over the world, is just as, or even more effective for the small business owner than it is for a global company.

Brian Woeller is an Internet Market-ing expert in Temecula. His company, “Wildfire Search Engine Marketing,” specializes in guiding companies new to internet marketing through the treacher-ous maze of techno babble and scam art-ists. For more information or to contact Mr. Woeller, please see his website at www.WildfireSEM.com.

You haven’t heard about this in the national

media because it doesn’t fit into the continued doom and gloom that makes headlines, but

2008 was a banner year for housing in Southwest

County.


10 REAL ESTATE / TECHNOLOGY


11REAL ESTATE / TECHNOLOGYMalicious Software—Sifting Through the Names, Part 1by Deena Stayner

We hear a lot talk about “malware” these days. Just what is Malware ex-actly? What most people know about malware is that when they are unfor-tunate enough to be hit with some sort of Malware, that it becomes a very big pain and sometimes a major hassle to say the least.

The term malware is simply a shortened combination of malicious software. Malware is software designed to damage or disrupt a computer system. We will explore and define all of these in a series of articles. Knowledge is power. To better understand is to know what and how to hopefully avoid ever having to experience any of them, so shall we begin.

The most common types of malware include Viruses, Worms, Trojan horses, Spyware, Adware, Browser Hijackers, Spam Zombies.

Let’s start with the first and most commonly known:

Viruses: A virus is a self-replicat-ing (self-copying) program. A virus can do all kinds of strange things to your computer:• Waste or overwhelm computer re-

sources, such as memory• Delete data from the hard drive• Send out infectious email to ad-

dresses in your email address book

• Corrupt registry or other critical Windows files

• Cause your computer to become nonfunctional

A virus spreads by inserting copies of itself into other executable code or documents. The insertion of the virus into a program is known as infection. The infected file or executable code (instructions that the processor runs) is called a host.

Viruses can infect many different types of hosts in several ways, some of which are:• A virus can overwrite its host with

the virus code• A virus can insert a copy of its code

into the code of the host programA virus can infect any file that has executable code. These files include applications and games, as well as other types of files. Executable files often

include file exten-sions similar to the following: .exe, .com, .bat, .vbs.

Some viruses try to appear to be harmless data-only files by hav-ing a double extension, for example, filename.txt.vbs. Many viruses come as attachments in email. These do not cause infection until the user opens the attachment. Sometimes just reading an email can cause infection. So stay alert and beware of these tricksters.

Files that a computer treats as data-only are usually safe. Yeah! This includes graphics files and sound files such as .gif, .mp3, .wav, as well as plain text in .txt files. Users can run these files without worrying about viruses.

Why and who would create these nasty and irritating evils? Simply put, people create them. People have to write the code. Then they test it to make sure it spreads properly. Then they release the virus. People also design the virus’s attack phase. Sometimes it’s a silly mes-sage. Other times it’s destruction of data on a hard drive. A virus can only spread from one computer to another when its host is taken to the uninfected computer. Infected files move from computer to computer through one of the follow-ing ways: Email, downloads from the Internet, disks or media shared between computers.

Bottom line, make sure to invest in a good anti-viruses package. Be very careful as to what you open and what web sites you visit, make sure that it is a trusted source in all cases and hopefully you will never be affected.

Stay tuned for next month as we define the next computer evils: Worms &Trojan horses.

If you have a comment or have a subject, question, or topic that you would like Deena to address, please Email her at [email protected]. For computer service or repair, call Fast-teks at (951) 506-FAST (3278) to schedule an ap-pointment or visit their website at www.fastteks.com. We want you to swear by your computer, NOT AT IT!

Save Your E-Mails from the Junk Pile

Your e-mail recipients have a problem. They don’t want to delete an im-portant message, but they don’t want their time wasted either. Help them and yourself by writing a subject line that establishes your message’s urgency. For example, if you need a timely answer, Trina Hoefling, author of Working Virtu-ally (Stylus Publishing), suggests writing a subject line that reads “Please reply by Oct. 4” or something similar. Get a response by getting to the point.

—Adapted from The Virtual Handshake, by David Teten and Scott Allen (AMACOM)


12 MONEY

Sticking With Your Investment Plan During a Bear Marketby Nicole Albrecht

The U.S. economy is cyclical and bear markets and recessions are a part of that cycle. Since 1957, the U.S. has been through nine bear markets, each averaging about 13 months in length with an average peak-to-trough market decline of 32 percent. Some bear mar-kets are worse than others, and this is a particularly severe one; however, it is not something that our country has never seen before.

A bear market is defined as a pro-longed period in which investment pric-es fall, usually by 20 percent or more, and is accompanied by widespread pessimism. Bear markets typically occur when the economy is in a recession and unemployment rates are high, or when inflation is quickly rising. A recession is a prolonged period of time when a nation’s economy is slowing down or contracting. Such a slowdown is charac-terized by a number of different trends, including:• Decrease in consumer spending• Decrease in factory production• Increase in unemployment rates• Decrease in personal income• Liquidating investment assets

(stocks)By conventional definition, a market slowdown must continue for at least

six months in order for the economy to be con-sidered in a recession. Typical ly, a r e c e s -sion begins months before the markets react. For example, the current recession officially began in December 2007. The Dow Jones Industrial Average remained in the mid-13,000s throughout December 2007, which was only 3 percent off its peak of 14,087.55, even though we were “officially” in a recession. Similarly, markets usually rebound before we are “officially” out of a recession.

The economy cannot always ex-pand, and throughout history there are periods of expansion and contraction. Historically, the economy has expanded for about 10 years and then contracted (or recessed) for one to two years. These contractions have resulted in temporary declines in an ever increasing market. These are the facts.

In today’s modern era, intensified media coverage of our economic condi-tions adds to the effects of a recession. Your sound investment judgment can

become clouded by the media’s horror stories about the state of the economy. These sensationalized stories can con-tribute to you losing focus of your dis-ciplined investment strategy. Don’t let media noise affect your emotions and cause you to panic and abandon your financial plan!

No matter what the media say, this recession and bear market are no different than previous bear markets. The bear of the 1973 to 1974 lasted 22 months (630 days) and had a 48 percent peak-to-trough market decline, while the bear market of 2000 to 2002 lasted 31 months (929 days) and had a 49 percent peak-to-trough decline. It took less than three years for the market to recover from each recession. Since the 1950s, in every bear market except one, the largest portion of the market recovery came in the first year after the recession ended.

While no one knows when the mar-ket will turn around, with an average

first-year recovery of 36 percent, who wants to be left out on the sidelines? By the time the media tells everyone we are no longer in a recession or bear market, those on the sidelines will have already missed out on a large portion of the recovery. Speak with your wealth management advisor today and become a disciplined, not emotional, investor. Stick with your investment strategy and allow yourself to fully participate in the market recovery when it does happen.

Nicole Albrecht has been associated with Financial Accounting Services for many years. She focuses on the invest-ment and retirement needs of tax clients. She currently holds her series 7 and 66 licenses as an Investment Advisor Rep-resentative. To keep up with the changes and client’s needs, Nicole is a Certified QuickBooks Pro-AdvisorSM and is an Enrolled Agent licensed to practice before the IRS. Ms. Albrecht resides in Canyon Hills with her family.

CEO Focus of Southern California Comes to Temecula Valley

Are you the best CEO that you can be? As the CEO, you’re the one ulti-mately responsible for the success or failure of your business.

There are several excuses that serve as great reasons for a business to fail:• “The economy is in a slump.”• “Clients are much tighter with their

money.”• “We don’t have the right sales-

people.”• ”We are not in the right location.”• “I have to do everything myself

around here and I can’t do it all.”We call this the “YaBut” syndrome and many business owners YaBut their busi-nesses into extinction. It makes you feel like you know better because your busi-ness is “different”, but it does nothing but drain your profits.

In today’s business climate you might think the best strategy for your business is to “hunker down and ride out the storm—focus on keeping the customers we have.” That thinking not only couldn’t put you further from suc-cess, it might put you out of business!

U.S. Census Data indicates that 90% of all businesses operating today eventually will fail and only 13% of companies worldwide achieve even a modest level of growth.

At CEO Focus of Southern Cali-fornia, 84% of clients reported same or higher revenues for one or more months, and 27% reported record profits for one or more months in 2008.

When asked “what is CEO Focus?” Mary Kay Hauer described the program as “A peer consulting organization for small business owners and CEOs. Our portfolio offers a variety of business acceleration services to the small busi-ness community. Although problems

often feel unique to a particular business owner, there are hundreds of different businesses with identical challenges. To assist CEOs and owners with the chal-lenges of running a profitable business, our groups provide a forum for owners to obtain solutions for their critical busi-ness issues.”

Although the results of membership can sometimes be difficult to quantify, many members find benefit in:• Increased accountability• Opportunities to seek advice from

true peer groups• A strong support network• Access to professionals with com-

plementary skill sets• Improved delegation skills• Higher quality of living• Increased profitability• Improved levels of business exper-

tiseOne of the greatest benefits of participat-ing in CEO Focus is learning the best practices of other successful owners. Over the years the sharing of best prac-tices has saved millions of cumulative dollars for our members.

Interested in knowing more about CEO Focus? Make plans to join us for our upcoming Executive Breakfast Workshop on February 24 in Temecula. This workshop provides an opportunity to roll up your sleeves and spend two hours working “on” your business in-stead of “in” it.

To learn more, we invite you to visit our website at www.ceofocus.com or call our Temecula office at (951) 695-1055. On page 5 of this issue, learn how to register and attend the upcoming Executive Workshop for free.


13MONEY

Saving Large Amounts of Cash, Minor Detailsby David Reese

Have you ever caught yourself say-ing, “Where did that come from? “If so, then you know how details can pop up and create havoc in our daily lives.

As an insurance agent, it’s my job to pay attention to the details, notice things, and point out potential risks and areas to save my clients money and headache. By paying attention to even minor details I save my clients a lot of money. There are dozens of items to consider that many agents may not take the time to look into. They can save a business thousands. Long gone are the days of cookie-cutter insurance policies. The savings are in the DETAILS!

I was reminded of this when a new client mentioned a previous water loss, caused by pipes that had burst within

the walls of their leased facility. They thought the loss was on the owner. The details of their lease as-signed them “all responsibilities that come with owning a building”, includ-ing repairs, maintenance, and general upkeep. But the wall pipes? I had never heard of a lease written that way. On behalf of this new client, I contacted Cathy Lester and O.B. Johnson from Continental Realty to find out more about the whole situation. They told me that like any contract, the two parties can put whatever they want into the lease. It’s up to each party to pay attention to the details.

Unfortunately for the client, their

previous insurance agent did not put in any coverage for the building. This left the client financially responsible for all damages. The whole loss cost them over $100,000. Oh, the details. If you are running a home-based business, make sure your home insurance policy covers what you are doing. You may find out that a claim caused by your home-based business is not covered—NOT a minor detail.

I sometimes think the insurance industry invented details, filling policies with what they’ll cover and excluding certain items, or establishing limits of coverage. Details seem to take on a life of their own. Here are some prime areas of a policy to look into that could save you thousands:

Building coverage: Check your lease carefully. Have someone else check it, resolve any gray areas in writ-ing with your landlord, and get that resolution in writing. Then add that cov-erage to your policy. As a general rule we always include the broadest possible coverage type for our clients so that if something happens they are covered, a minor detail that doesn’t cost more.

Fees: Are you being charged for certificates? These papers take about 5 minutes to complete. Most agency management software programs stress how easy and quick they’ve made this process. Our office doesn’t charge fees for this. I’ve seen other agents charge as high as $100 per certificate.

Work Comp: Does your current

carrier offer schedule credits for things like zero losses? If you don’t know, would saving 10–35% a year on workers comp prod you to ask? Schedule credits can save you hundreds on work comp. Our clients receive the max in schedule credits. What are you getting from your agent?

Another detail: The insurance provider you are with can make a huge difference in your work comp premium. There are companies that even special-ize in certain industries. If you were told you had to go with State Fund for Work-ers Comp because “they’re the only company,” run! State fund is fine, but there are literally thousands of programs that are less expensive, and much easier to work with. Truthfully, it’s easier now than ever to get coverage, even with losses on workers comp.

In today’s economy, it’s truly a “buyers market” for insurance. There are hundreds of options. Make sure you’re getting the best value from your agent. Review your policy, know your options, and look at the details. Then make an informed money saving deci-sion.

If you would like assistance in look-ing over the details of your coverage and exposure I would love to offer my expertise.

David Reese, President of Reese Insur-ance Services in Temecula and Webquo-te4u.com. He may be reached at (888) 587-3877 or (951) 587-6704.

Scenario Planning: It Makes Good Senseby Ted Saul

The beginning of the year is always a good time to carry out goal planning. With the aid of computers and technol-ogy our lives and business move at a constant high speed. Add in the factor of an ever-changing economic climate, and scenario planning along with appropri-ate goal planning makes good sense.

Scenario planning begins with a SWOT Analysis exercise where you identify strengths, weaknesses, opportu-nities, and threats to your business. The latter two categories, opportunities and threats, are defined as potential changes in your business and economic environ-ment in which you operate. You have no control over these factors and they may impact your company in a positive or negative manner. For example with the recent fluctuations in oil and gas prices and a company that relies on transporta-tion for delivery of products, scenario planning will include what steps that can be taken should fuel skyrocket once again. It may deal with how a shift in interest rates may affect a company and what adjustments will be necessary to compensate. What will be the plan be if there is an unexpected drop in revenue or increase in expenses or if a major competitor opens close in town. This portion of planning is documenting that “if” a certain event happens, “then” we will have to implement these defined steps.

For successful scenario planning it is also important to have the appropriate tools available. When considering finan-cial matters, a spreadsheet is needed that shows where you are today, what you are projecting, and allows you to plug in

numbers based on the “what if” state-ment. Take it one step further and graph this information to develop a pictorial version of the information and use it to share at company meetings or with investors. For projects that are more resource and people intensive, use a project management software package. Once information is entered into the ap-plication, shifts in schedules, resources, and deliveries can be easily updated and all affected tasks are automatically modified.

Finally you may want to carry out scenario planning on a quarterly basis in order to keep up with changes. As mentioned earlier, we operate at a fast pace and evaluation once a year or even twice a year is most likely not enough. You may find that some decisions for later in the year can’t be made until you are a month or two away. Figure out what interval of time works best for your company and keep it in mind as you schedule scenario reviews.

Taking time for scenario planning can take some of the surprise out of do-ing business. It can help make the most of a positive surprise while deferring the affects of a negative one and keep you from being caught unaware.

Ted Saul is a senior Support Consultant and Global Project Manager for Hewlett Packard. He also provides business and implementation plan writing services to existing and startup companies in the Temecula Valley. Ted may be contacted at [email protected].


14 MONEY

Letter to Our Shareholders and Our Community

The bad economic news just seems to continue with one blow after another. The big questions are:• When will we hit the bottom? The

highly leveraged growth up to 2007 was not sustainable nor is the huge decline we have seen during the past 12 months going to continue forever.

• Once we hit bottom how long will it take to return to positive growth?

• Will the new Administration take prudent corrective action or drive us back to inflation?

• Will the recovery be a “U”, “V” or “L” shape with the “L” taking the most time?

• How does one manage a business or, in our case, a bank in this “crazy world”?Unfortunately, there are still no

clear-cut answers to the first four ques-tions, but each business/bank must act to mitigate losses and solidify their po-sition (liquidity and capital). As a new Bank, we have capital and liquidity, but we cannot afford to horde our capital like many other banks are being accused of doing—we have to be active/prudent lenders.

TARP and TLG. While we have applied for TARP (Troubled Asset Re-purchase Program funds), we expect the requirements/provisions for the second round to have such terms and costs as to make it unattractive for our Bank. Plus, we have a strong capital position and do not need Government money. We have participated in the TLG (FDIC Tempo-rary Liquidity Guarantee Program) and have FDIC insurance for deposits up to $250,000, as well as unlimited cover-age for non-interest bearing deposits (includes NOW accounts for < .50% interest).

Board of Directors. We have expanded and strengthened our Board by the addition of Paul Gupta who was elected at our November 2008 Annual

Shareholders Meeting; and in January 2009, the Board, as provided in the By-laws, directly appointed Kumar Yamani to the Board (both appointments re-quired and received no objections from our bank regulators). Paul and Kumar are both very successful businessmen and complement our Board in areas of commercial real estate, manufacturing, and technology.

Stock Value. As I write this, the decline in our stock mirrors the decline in the DOW and is consistent with but not as bad as the decline in many other bank stocks. Our most recent trade was at $6.50 per share, but activity has been extremely light.

Loans and Deposits. As a de novo bank we simply have to grow and use our capital and liquidity. We must be and are cautious lenders, mindful of the cost of deposits (we cannot pay the highest rates but can and must offer the best service). We appreciate each local customer for their loans and deposits and strongly encourage you to consider us first when you view your banking op-tions. Our Bank makes every effort to support the community and local busi-nesses—we are in this together.

Our “wish list” for 2009. That the Administration is successful with the trillions they are throwing at the econ-omy, that financial institutions take the corrective actions needed to regain the confidence they have lost, that residen-tial and commercial real estate hit their bottoms so recovery can commence, and our management team and Board can successfully navigate through 2009 and build for a very successful 2010. Finally, we hope everyone in our Community supports our local businesses, chambers of commerce, and each other to survive and succeed in these difficult times.

Bill DemminPresident and CEO

Sort Out InterruptionsIf you’re interrupted when you’re

talking to someone else, your first allegiance is to the person you’re talking to. Courteously excuse yourself from him or her, and then say to the interrupter, “Unless it’s an emergency, Paula, please come back at 3.” The temptation is to try to deal with the interruption quickly and get back to the original conversation. But as you know from experience, interruptions can go on and on. So take care of current business first.

However, some interruptions really do require a sudden change of priorities:

• Problems that must be handled immediately because of time pressures.

For example, if a deadline is approaching that may be missed if you don’t help, advise, or make a decision, heed the interruption.

• Opportunities that must be handled before they’re lost. If your staff has learned, for instance, that a customer may be dissatisfied with one of your competitors and ready to switch to your services, then the conversation you were having a moment ago becomes secondary.

In both cases, excuse yourself to the person you were talking to; apologize and set a time to get back in touch.

—Adapted from The First-Time Manager’s Survival Guide, by George

Fuller (Prentice Hall)


15MONEY

Selling Your Life Insurance Policy to the Highest Bidderby Bill Tsotsos

For most of the 20th century, the fair market value of a life insurance policy was the cash surrender value. The only way to dispose of a policy was to sell it back to the issuing insurance company or gift it to charity. Today, owning a life insurance policy is not what it used to be.

If you are fortunate enough to qualify, there is a unique way of sig-nificantly increasing the value of your policy—through a fair market appraisal known as a life settlement. To qualify, you must be a senior over the age of 70. Your policy must be at least 2 years old with a minimum benefit of $250,000. Also, you must have seen your doctor within the last 6 months. There is no physical exam requirement to obtain a life settlement.

A life settlement is an alternative to lapse or surrender for a policy that is no longer needed, wanted, or affordable. In 2006, nearly 20 million policyholders either lapsed (nonpayment of premium) or surrendered a life insurance policy. For those who qualified for a life settle-ment but chose instead to surrender the policy, the decision may have been a costly one. On average, a life settle-ment produces an amount 3 to 4 times

greater than cash surrender.

Why such a large valuation gap? Surrendering a policy, as noted earlier, means sell-ing it back to the insurance company. In a cash surrender, the insurance company is the only buyer. Do they have any in-centive to offer more money or negotiate a selling price? Suppose your new home purchase agreement stipulated that the only person you could sell the home to was the original builder at a specified price. What would that do to the value of your home, not to mention the ripple effect on the economy?

Our economy is based on the prin-ciples of a free (competitive) market system. The only way to unlock the equity and maximize the value of your insurance policy is to offer for sale in the secondary market for life insurance.

Bill Tsotsos is a life settlement market-ing specialist. He can be reached at (951) 834-2023.


16 MONEY

Understanding Cost Basis May Be Worth Itby Steve Fillingim

Cost basis. What is it? You may have heard this term used many times, but if you are an investor, it is important to know what it means.

Cost basis is a means of measuring the value of a security or other assets for tax purposes. When you sell a secu-rity, you compare its selling price with your cost basis to determine whether you’ve realized a taxable gain or a tax-deductible loss. At times, determining cost basis is as simple as locating your original cost for a security. In other cases, depending on how you acquired a security and what happened to it during the time you held it, determining cost basis could be more complicated.

Cost basis of securities you pur-chase. When you purchase a security, your cost basis is typically your total purchase cost—the price you paid for the security plus any commission and other costs associated with the purchase. For example, if you buy 100 shares of stock for $10 per share and your broker-age firm charges you $75 for commis-sion and transaction fees, your cost basis would be $1,075 (100 shares x $10 plus $75) or $10.75 per share.

Cost basis of securities you receive as gifts. When you receive securities as a gift, your cost basis is generally based on the donor’s cost basis at the time he or she made the gift. If you receive a gift of securities that has appreciated in value since the donor purchased them, you assume the donor’s cost basis for the securities. Let’s say your father owns 100 shares of stock with a total cost basis of $1,000, or $10 per share. He gives you the securities when the price for the securities is $25 per share. Even though the securities have appreciated in value, your cost basis would be the same as your father’s, $10 per share. On the

other hand, sup-pose that the stock your father gives you has depreciated in value to $5 per share on the day he gives you the securities. Then determining your cost basis would be a little more difficult, because it would depend on what happens to the stock’s price during the time you hold the stock.

Cost basis of securities you in-herit. How to determine the cost basis on securities you have inherited gen-erally depends on how you inherited them. The cost basis in this situation can be computed based on either the fair market value of the security the day the individual who gave the securities died or on the alternate valuation date six months after the date of death.

The fair market value method is established by taking the mean of the high and low for the security on the date of death. If the market is closed on the day of death, then the fair market value is determined by taking the aver-age as of the previous day and the next trading day.

The alternate valuation method is applied to all assets in the estate and is selected when there is an estate tax owed and it must be less on the alternate date than on the date of death to qualify.

Calculating your cost basis may sometimes feel confusing, but under-standing the rules may go a long way toward helping you achieve your finan-cial goals.

This article was written by Wachovia Securities and provided to you by Steve Fillingim, Branch Manager, First Vice President in the Wachovia Securities Temecula branch. Steve Fillingim may be reached at (951) 699-1833.

Let Some Questions RicochetIt may feel good at first to be

the answer guru for your employees, but it will get old fast. There are some questions that employees are better off answering themselves. And they’ll need you to point them in that direction. Consider the following in deciding when it’s appropriate to refrain from providing answers to employees’ questions:

• When the employee should know. If the employee should have the expertise to answer the question, ask why it’s being posed rather than answering it yourself. It may be a case of not understanding the assignment, running into a problem in finding an answer—or simply not wanting to

do the necessary legwork. You might say, “That sounds like something you should know about yourself. Is there a problem?” Perhaps the employee genuinely needs help and you’re the person to provide it.

• When the employee would benefit from seeking the answer. Choose this option carefully so you avoid creating busywork. Let’s say the question is the kind that the employee will need to answer often in the future and involves research skills that will come in handy. In these situations, seeking the answer would be a good learning opportunity. That’s a worthy reason to say, “See if you can find it yourself.”


17MARKETING MATTERS

The I’s Have It: Irresistible Relationshipsby Laura Bruno

February 14 is Valentine’s Day and we are all thinking about that special person in our life and what we will get them or what it would be like if we had someone to share it with. Here’s a twist for you, referral relationships are a lot like personal relationships.

When we first meet someone, we want to get to know them and we begin to date. We spend time together, ask questions, and determine if we want to get to know them better. We are inter-viewing each other to see if there is a connection. If they pass the inspection, we spend more time together, get to know each other better, and move the relationship to the next level. If this new person doesn’t pass, we move on. Let’s take this principle and apply it to our business relationships.

When we begin looking for that someone special, we have a list of crite-ria we are looking for; you should have a list for your referral relationships, too. In the business world dates are meetings. Would you ever be late or leave a date early if you wanted the relationship to work? During the meeting you interview each other and find out about each oth-

ers products/services. If all goes well, you will fol-low-up and meet again to further the relationship. Or are you dominating the conversation, being pushy, and only talking about your product? Does the other person like you and want to get to know you better after your meeting? If you don’t feel the con-nection, it’s over. Same for them, if they don’t feel the connection…it’s over. Think about it… It’s the same in busi-ness as it is as in our personal lives.

Next time you are having a business meeting, ask yourself “How would I be if I were building a personal relation-ship?” We seek irresistible relationships in our personal lives, how about seeking irresistible relationships in our business lives, too?

Laura Bruno is with Referral Institute SoCal. She may be reached at (951) 699-2558 or [email protected]; www.Referralinstitutesocal.com.

The Endeavor Production Group Wins Two Aegis Awards

The Endeavor Production Group has won two 2008 Aegis Awards for com-mercials produced for local businesses. Two other commercials produced by the Endeavor Production Group were also selected as finalists in the awards program. The Aegis Awards are the video industry’s premier competition for peer recognition of outstanding video productions and non-network TV commercials.

The Endeavor Production Group, located in Murrieta, was honored twice in the “TV Commercial” category for its outstanding production quality by a distinguished panel of judges represent-ing industry professionals from around the country.

“We knew that the finished project met all of our expectations, but winning an Aegis Award just confirms it,” said Paul Orozco of Orozco & Associates. “We’ve worked with Endeavor on a number of projects and have always been impressed with their creativ-ity and professionalism.” Paul Orozco represents Arashi Steak House, one of the clients whose commercial received an award.

The Endeavor Production Group also received an award for a commercial

they produced for Leisure Living Super Store. Two additional spots that were selected as finalists were produced for Acura of Riverside and Carriage Motor Company in Temecula.

“In these economic times it is im-perative to have an effective marketing campaign. It is our goal to make sure our clients stand out from the rest of the pack,” says Glenn Grant, Creative Director for the Endeavor Production Group. “To win two Aegis Awards in one year is a great honor. It’s especially meaningful to be recognized by other television professionals.”

About the Endeavor Production Group: The Endeavor Production Group has quickly become the premier choice for video production needs throughout the Temecula Valley and the rest of the Inland Empire. Specializing in televi-sion advertising, corporate video, and DVD marketing, the Endeavor Produc-tion Group provides the service and quality you would expect from larger firms located in San Diego or Orange County.


18 MARKETING MATTERS

Help for Your Business Does Exist…And It’s OK to Ask!by Kimberly Davidson

It seems like most Americans have an “I can do it myself” attitude and we are reluctant to ask for help. More often than not, we go to great lengths to figure something out on our own so as not to appear weak or ask a possible “stupid” question. There are some things, how-ever, that we simply cannot do alone; running a business is one of them.

We are fortunate to have a plethora of resources in our community that are geared to help our businesses succeed, yet many people do not take advantage of these (sometimes free) services.

The Small Business Development Center (SBDC) is contracted through both the City of Murrieta and the Te-mecula Valley Chamber of Commerce to provide free (yes, free) resources to businesses located within those cities. This help is not intended only for the businesses in trouble, either. Paul Nolta, a Business Consultant with the SBDC, meets with clients at the Murrieta and Temecula Chambers during the week to make sure their businesses are on track and producing desired results. Think of it as a measure of prevention, like going to your doctor for a regular physical; designed to catch anything and nip it before it becomes an issue. Paul can help

you set up a new business, maintain a current business, grow your busi-ness, and –in some cases—save your business from im-pending doom. Did I mention this is a free service for you?

You do not need to be a member of the Chambers to partake in this service, either. However, the Chambers are another resource that only exist to help businesses succeed. They offer various resources as well as networking and af-fordable advertising opportunities.

The Small Business Administration (SBA) and SCORE are two other enti-ties that provide a wealth of resources designed to help business owners with the day-to-day questions and challenges of running a business.

It is best to not wait for a serious illness to meet your doctor for the first time. Check-ups keep you healthy and can prevent a major illness. Your company needs regular check-ups, too. Make sure you are utilizing the many resources available in our community.

For more information, please check out these websites: www.iesbdc.org;

www.murrietachamber.org; www.tem-ecula.org; www.sba.gov; www.score.org.

Kimberly Davidson is the Business Development Manager for the City of Murrieta and owned a marketing firm in

town for a number of years. She received the 2008 National Award for “Home-Based Business Champion of the Year” and the 2007–2008 Chairman’s Choice Award from the Murrieta Chamber of Commerce. Kimberly can be reached at (951) 970-8242.

Looking to Grow Your Business? Consider Tapping the Female Market

According to the U.S. Census Bu-reau, there are over 153 million women in this country. Moreover, according to industry experts, they make more than 80 percent of all purchasing decisions in their homes. This runs the gamut of medical, electronics, household items, and everything in between. It’s even reported that women make 52 percent of all vehicle purchases. Anyone looking to grow their business should think about tapping into the female market.

“Any business that has not tapped into this market is really missing out on a solid customer base,” explains Cher Murphy, president of Cher Murphy PR (www.chermurphypr.com), a public relations firm with offices in Miami and Virginia. “Not only are women holding the purse strings, but they are also very brand loyal. When they find something they like, they stick with it. It’s just a matter of getting them to try your prod-uct or service.”

With 53 million women in the U.S. between the ages of 24–54, that’s a lot of potential to tap into. Women are also earning more money today, making them feel more empowered in making purchasing decisions. To tap into the purchasing power of women today, you really have to know who they are and what they are doing. When setting your sites on the female market, consider the following, then tailor your public rela-tions approach accordingly:

Mothers. There are 82.8 million mothers in America. Appealing to a mother is as easy as showing them how your product or service can benefit her family, help provide a safe and secure

home, and/or bring enjoyment to her family. Of those mothers, 5.6 million of them are stay-at-home moms.

Professionals. Women own around 6.5 million businesses that employ more than 7 million people. Business women are looking for products or services that can help their business grow or run more smoothly.

Wives. Over 62 million women are married. They are not only looking for ways to help keep the fire in their mar-riage, but also ways to make their home life more enjoyable.

Online. Nearly 85 percent of all women in this country have computer access. Internet marketing is enjoying great growth numbers, so finding the sites that women frequent online is a good start in reaching this population.

Employees. Over 70 million women are in the labor force, with 50 million of them working full-time. This opens up the market for those selling everything to them from vehicles to lunch ideas, and gives them increased purchasing power.

Educated. Around 27 million wom-en over the age of 25 have at least a bachelor’s degree. Many of today’s women are well-educated, goal-ori-ented, and financially savvy.

“To really reach the female market, it’s important to understand who today’s women are,” adds Murphy. “Once a company narrows down which segment of the female audience is right for their product or service, it becomes easy to focus on reaching those people through public relations.”


19DINING / ARTS & ENTERTAINMENTValentine’s Day is for Sissiesby Ed Creamer

Look, let’s get real about this thing called Valentines Day. It’s not a “man’s” day. Any given day during March Mad-ness is a man’s day. The Super Bowl is a man’s day. Going to any NASCAR event is a man’s day.

Valentine’s Day is strictly a “wom-an’s” day. No two ways about it. On that day we’re expected to bring home a dozen red roses, a sampling of jewelry, and a vintage bottle of wine. And that’s just the start. Then we throw in dinner at some place that is so dark you can’t read e-mail on your Blackberry.

Why do we have to send all those presents on a day that isn’t marked on any sports calendar? I mean, isn’t it enough I gave her John Madden’s lat-est X-Box football game for Christmas. And on her birthday I gave her those thingies from Victoria’s Secret. And don’t forget I was nice to her mother on Mother’s Day. And she isn’t even my mother.

Listen, I’m a good husband even if I wasn’t exactly the pick of the litter. I take out the garbage before the smell gets too strong. I go out and get the newspaper when it’s raining, most of the time. I even sort my clothes on the floor by dark and darker. And I once even stopped at the store to pick up some of them femi-nine pads she asked me to pick up. Who

knew they came in so many sizes and whatever’s?

Now if you think I’m one of those that stil l buys my for bet-ter or worse a kitchen appliance for Christmas or her birthday, think again. I stopped doing that last year. I even quit buying her the complete NFL package on Cable TV. I buy that for myself. So I bought her this single carrying case you can put a six pack and a completely cooked rack of ribs in plus chips to carry with us when we go over to my buddy’s house. Now she no longer has to carry two bags plus ice.

But the other day a friend of mine handed me this “all-in-one exclusive package” offer he saw in The Valley Business Journal. It included a week-end stay at a local resort without the children. Wine, dinner, and even a little dancing was listed as part of it. Then, printed near the bottom in itty-bitty let-ters was this old gambling expression: “Guys, if you play your cards right, you might even get lucky”.

You know, there may be something to this Valentine’s Day stuff after all.


20 DINING / ARTS & ENTERTAINMENTValentine’s Concert

Please join the Murrieta Valley High School Choirs at their annual Valentine’s Concert on Thursday, February 12, 2009. We invite you enjoy an evening filled with sounds that will play at the strings of your heart in performances by our talented local teens. Under the guid-ance of our magnificent choir director, Jaclyn Johnson, the student choirs and solo performances are truly delights for all the senses. Tickets will go on sale at 6:30 p.m., with the Concert beginning at 7:00 p.m. Be sure to arrive early to ensure a good seat.

Concert tickets are $8.00 for adults; $6.00 for seniors, Military, children, and students with ASB card. We will host a snack bar for your sweet tooth. We will also have the ever popular “Split the Pot” tickets for sale.

The concert will be at the Murrieta Valley High School Performing Arts Center, 42200 Nighthawk Way, Mur-rieta, California.


21DINING / ARTS & ENTERTAINMENT


22 DINING / ARTS & ENTERTAINMENT


23DINING / ARTS & ENTERTAINMENT

The S.A.F.E. Temecula/Murrieta P.A.L. Programs Accepting Applications

The Temecula/Murrieta P.A.L. programs provide youth activities while building relationships with local law en-forcement. Through interaction with po-lice officers in recreational, educational, and athletic activities, young people (ages 5–17) are given the opportunity to form healthy, positive attitudes toward the police, society, and the laws police officers uphold.

The annual fee for P.A.L. is $20, which includes a P.A.L. shirt. Fees are negotiable and no one is turned away for inability to pay.

Our list of activities include: Fiber Arts classes, Girls Circles, Girls Soft-ball, Mountain Biking, Kayaking, Fish-ing Trips, Teen Boxing Program, and a number of other recreational activities throughout the year. Sign up now so you can start participating in all the fun!

For questions about enrollment or future classes/activities, please call, Jami Barthelme at (951) 587-3900 or by emailing [email protected].

PWR and University of Redlands to Present an Education Expo

Pat Golden-Romero of University of Redlands and Laurie McLaughlin, Dean of Mt. San Jacinto Community College, will discuss the advantages to growing your business as it relates to education. Discussions include course topics, certificate and degree comple-tion for certificates, undergraduate, and graduate degrees.

Literature will be provided for courses and financing. The Expo will be held on March 26 at University of Redlands—Temecula from 10:00 am to 12:00 noon. This expo is free and lunch is sponsored by Glass Doctor and University of Redland–Temecula.

Please RSVP by March 20 to (951) 296-2067, or [email protected].




25LEGALLY SPEAKING

A New Weapon Has Emerged in Defending Lawsuits Under the Americans with Disabilities Actby David P. Hall

Unfortunately, lawsuits under the Americans with Disabilities Act (ADA) are becoming a fact of life for business in America. These lawsuits are not only costly but are difficult to defeat. The United States government has imposed a series of regulations that outline minimum requirements for compliance with ADA. Plaintiffs then sue under the technical aspects of the ADA and request attorney’s fees. Often, a business can be in violation of the ADA without realizing it.

The Ninth Circuit Court of Appeals recently issued an opinion that pro-vides businesses with a way to combat litigants who file numerous lawsuits under the ADA. In Molski v. Evergreen Dynasty Corporation, 2007 D.A.R. 13582 (August 31, 2007), the Ninth Circuit upheld a lower court’s finding that the named plaintiff, Jarek Molski, was a “vexatious litigant.” The court also upheld a pre-filing order against Mr. Molski’s attorneys.

As a result, Mr. Molski must obtain court approval before he is permitted to file any new lawsuits under the ADA. Likewise, his attorneys must also re-ceive court approval before they file any new lawsuits under the ADA, whether or not the lawsuits are on behalf of Mr. Molski or another client.

What is a “Vexatious Litigant?” A “vexatious litigant” is person who files numerous lawsuits with a limited chance of success. These individuals usually do not have attorneys and represent them-selves. For example, a person who gets a poor result in a lawsuit may later sue a judge for ruling against them. The fact a judge has absolute immunity for legal decision does not dissuade the lawsuit.

Courts are empowered to declare such a person a “vexatious litigant” to limit the number of lawsuits filed by these people. Once a litigant is declared vexatious, they are subject to a pre-fil-ing order. In other words, if a litigant wants to file a lawsuit, he or she must get permission from a judge to file their new lawsuit by demonstrating it has a chance of success.

The fact they receive permission to file a lawsuit is not the only step. The court may, under certain circumstances, require the litigant to post bond in the amount of several thousand dollars as a condition of proceeding with the law-suit. If the litigant loses, the defendant may use the bond to be reimbursed for legal expenses.

The Molski v. Evergreen Case. Mr. Molski, who is confined to a wheelchair, went into a restaurant bathroom which failed to have adequate clearance. He allegedly struggled in the cramped space to get in to the bathroom, and in the

process, the door closes on his hand.

L a t e r , M r. M o l -ski’s law-yer sent a letter to the res taurant outlining some “friendly advice.” For example, the letter stated the restaurant did not have a defense to the claim and should not hire a lawyer because it would force the restaurant to spend money to defend the lawsuit as opposed to settling it. The letter also stated the restaurant’s insurance might cover the claim.

After a year, Mr. Molski’s lawyer filed a lawsuit against the restaurant claiming numerous violations of the Americans with Disability Act. Mr. Molski claimed actual damages as well as statutory damages in excess of $1 million and attorney’s fees.

As it turned out, Mr. Molski previ-ously filed at least 400 lawsuits against various businesses and alleged various violations of the ADA. According to his other pleadings, Mr. Molski injured himself at least two times a day. In some instances, Mr. Molski alleged he injured his upper extremities four times a day.

The fact he had filed numerous lawsuits did not, by itself, make Mr. Molski a vexatious litigant. His problem was the inconsistency of the allegations. Mr. Molski claimed to have suffered the same injuries at the same time, but in different locations. In fact, the court showed its reluctance to accept the allegations when it stated “[c]ommon sense dictates that Molski would have figured out some way to avoid repetitive injury causing activity; even a young child who touches a hot stove quickly learns to avoid pain by not repeating the conduct.” (At *13587.)

While one lawsuit may not raise any concerns, the combination of Mr. Molski’s litigation revealed a pattern to “extract cash settlements” from defen-dants. As such, Mr. Molski was found to be a vexatious litigant and must obtain court permission before filing any fur-ther lawsuits in the Los Angeles area.

The court also affirmed a pre-fil-ing order entered against Mr. Molski’s attorney. The court noted the evidence revealed the “friendly advice” letter was improper and inaccurate. Moreover, it was Mr. Molski’s attorney who drafted the inconsistent complaints.

Impact of Molski. First and fore-most, vexatious litigant laws in Califor-nia state court are different than Federal courts. Federal courts can find litigants to be vexatious if they represent them-

selves or are represented by an attorney. In a California state court, a person can be declared a vexatious litigant only if they do not have an attorney. Since Molski was a federal case, it would not directly apply to state court cases.

Second, while plaintiffs who sue under the ADA can file numerous lawsuits, it does not make them vexa-tious litigants. The Ninth Circuit held something else must be shown. In Mr. Molski’s case, the court held there was evidence supporting a conclusion Mr. Molski “plainly lied” in making his injury allegations.

While the facts in the Molski case are extreme, they show how extra inves-tigation can uncover helpful informa-

tion. If your company receives a lawsuit for violations of the ADA, a search of other lawsuits can be time well spent. Not only could it provide a basis to have a plaintiff declared vexatious, but it could also reveal contrary facts which are helpful in your lawsuit.

David P. Hall is an associate at Neil Dy-mott specializing in the area of business litigation and employment law. Mr. Hall represents companies and individuals in most areas of business, including breach of contract, fiduciary duty, state and federal law, wrongful termination and harassment claims. Mr. Hall may be reached (951) 303-3930 or at [email protected].

County Receives Two Top Statewide Awards for Innovation

Riverside County has won six awards for innovation from the Cali-fornia State Association of Counties, including two top awards out of ten given statewide.

The county received its two Chal-lenge Awards at the Board of Supervi-sors meeting in January. The award recognized two county programs, one that streamlines medical care for foster youth and another code-enforcement effort that helps residents to eliminate blight. The county also received four Merit Awards.

“These awards recognize the in-novative work county employees do to ensure we meet Riverside County residents’ needs,” said Supervisor John Tavaglione.

Out of 255 entries from 38 counties statewide, Riverside County won two of the ten Challenge Awards. The Open Access Health Care for Foster Children program maintains continuity in health care for foster children. The county’s Department of Public Social Services partnered with the Inland Empire Health Plan to develop a network of healthcare providers that allows foster children to visit different providers, without losing medical records or access to care. The program helps meet health-care needs for about 2,500 children.

Code enforcement’s Community Impact Plans combines elements of community policing and neighbor-hood improvement projects to address residents’ concerns about quality-of-life issues. The project engages residents to identify neighborhood problems and develop strategies to address blight. As a result, communities develop a sense of pride in cleaning up their neighbor-hoods and become engaged with code enforcement efforts.

“The Community Impact Plans call for us to educate the public and help in-still a sense of pride to encourage them to keep their neighborhoods clean,” said Code Enforcement Director John Boyd. “The community involvement allows

our department to be more efficient and effective.”

The four Merit Awards are:Creating Healthy Pet Zones—An

education strategy to reduce the over-population of unwanted pets. The strategy addresses cultural and financial barriers that lead to unwanted and costly pets. A bilingual community services assistant was funded to conduct the community outreach campaign.

Mobile Activities Recreation Ser-vices—A community center on wheels, it brings recreational and outreach services to places that don’t yet have a community gathering place. Known as MARS, it can recreate a community center in an hour, complete with sports equipment and arts and craft activities.

Riverside County Regional Medi-cal Center’s Clockwork Room—The initiative is aimed at reducing delays in cases early in the day, which can cre-ate a domino effect for the rest of the day. By identifying surgeon tardiness as the most common cause for delays, a subcommittee works with physicians to avoid delays.

Riverside Fit Families: Making Families Healthier—In an effort to combat excessive spending on medical costs associated with obesity and physi-cal inactivity, the Riverside County Public Health Department created Fit Families. The program is a multi-disci-plinary effort to promote healthy living in families. The results have already been impressive: participating families report happier, healthier kids, weight loss, and an increase in family time spent in physical activities, such as family walks.

The county also was recognized with 23 honorable mentions for vari-ous programs that assist residents in the community. A complete listing of programs that received Challenge Awards, Merit Awards and honorable mention is available on the California State Association of Counties web site: www.csac.counties.org.


26 LEGALLY SPEAKING

Bad Check Restitution Programby Officer Lynn N. Fanene, Sr.

The Riverside District Attorney is concerned about the negative impact of bad checks passed to local businesses within Riverside County. Millions of dollars are lost every year by merchants as a result of this ongoing problem. Bad checks affect everyone in terms of higher consumer costs that must be passed on to offset losses, and increased taxes to cover the additional costs for law enforcement and prosecution.

In an effort to combat this problem, the Riverside District Attorney has organized the Bad Check Restitution Program to assist local merchants with bad check losses. The primary goal of the program is to obtain full restitution for the victim without adding to the financial burden of the criminal justice system.

First time bad check offenders are given the opportunity to avoid criminal prosecution by attending a mandatory, eight-hour intervention class, in addi-tion to paying restitution. All of this is accomplished without any cost to the taxpayers.

As a merchant, your interest and participation in this special program will benefit all law-abiding citizens and help your business improve its bottom line.

Cutting your losses is easy as 1-2-3.1. Make personal contact with the check

writer; if you are unsuccessful, send a courtesy notice. The check writer

has 10 days to respond and r e m i t p a y -ment.

2. If you do not hear from the check writer or receive payment, simply contact the Bad Check Restitution Program at (800) 584-3201 for a crime report.

3. Fill out the crime report, attach originals (you retain photocopies) of all checks and notification docu-ments, such as return receipts and bank notices, and mail to: River-side County District Attorney, Bad Check Restitution Program, P.O. Box 55099, Riverside, CA 92517-0099.

The crime report form is also available at most local law enforcement agen-cies. Contact the Riverside County District Attorney’s Office for further information at 1-800 584-3201 or if you have an ongoing case and need to do a follow-up, visit their website at www.checkprogram.com.

Officer Lynn Fanene Sr. is the senior crime prevention and plans officer for the Temecula Police Department. He may be reached at the Old Town Storefront office located at 28410 Old Town Front Street, Suite 105, Temecula. Telephone (951) 695-2773.

Commission for Women Seeks Countywide Nominations

Nominations are being accepted for the second annual Women of the Year Awards for each of the five county supervisorial districts.

The awards sponsored by the coun-ty’s Commission for Women recognize a woman from each district who has made contributions that improved the lives of women and families throughout Riverside County. Nominations are due on February 6.

Winners will be recognized at the Commission for Women’s Annual Community Organization Open House on April 14. Requirements for the nomi-nations are as follows:1. Each woman may be nominated by

an individual, a business, a non-profit organization, a government agency, a labor union, trade or pro-fessional organization, or an educa-tional or religious institution.

2. Each nominee must live or work in the Supervisorial District of Riverside County for which she is nominated.

3. Each nominee must have made an important and noticeable contri-bution to her com-munity by leading the way to making Riverside County a better place for women to reach their full potential.4. Each nominee must be respected by her peers as a leader or role mod-el for other women or girls.

5. Each nominee may be recom-mended for a specific achievement, program, project, or for cumulative volunteer or professional achieve-ments that demonstrate she has impacted the lives of the women and families in Riverside County for the better.

6. Current members of the County of

Jeffries Bill to End Secret DealsAssemblyman Kevin Jeffries (R-

Lake Elsinore) threw down the gauntlet in defense of California voters. “The time has come for the California Legis-lature to put an end to back room deals being passed in the dead of night,” de-clared Assemblyman Jeffries, who intro-duced ACA 8, which would prohibit the Legislature from taking action on any item that has not been noticed and publicly posted for at least 72 hours.

Since coming to Sacra-mento in 2006, Assemblyman Jeffries has advocated for transparent government and an open legislative process. However, he has come to discover that this is not how the California Legislature conducts its business. “Last minute ‘gut and amends,’ asked to vote on measures minutes after receiving the bill, you name it; the things that are demanded of us defies all decorum of good govern-ment,” points out Jeffries. “If the public truly knew how things are run up here they would be outraged. Local govern-ments have to comply with similar post-ing requirements in the Brown Act, why shouldn’t the Legislature?”

The most recent impetus for this measure comes out of the current budget crisis. During the special session to ad-dress the current budget crisis, Legisla-tors were given bill language for numer-ous taxing and spending measures by the Assembly Speaker only a few hours before they were asked to cast a vote on them. “How can I be asked to vote on a bill that I haven’t had a chance to

read?” asked Jeffries. “And how can my constituents participate and comment on the impacts a bill or tax will have on them and their families if even their elected representatives don’t have cop-ies of the bill to review? A democratic society requires the ability for the people and their representatives to know what is

happening to them before it is too late. There is absolutely no legislation so important that it can’t wait 72 hours for the people and the press and the legislators to properly review the text first, and I challenge anyone to argue otherwise.”

As a constitutional amend-ment, ACA 8 requires a two-thirds vote in both houses of the legislature and passage by a majority of California voters. “This amendment reinforces the bedrock principles of the First Amend-ment and public participation in our government, and I am confident that if the people of this state have the oppor-tunity to vote for this measure, it will pass overwhelmingly. Frankly, I can’t even imagine an intelligent opposition campaign being waged on this issue,” said the Assemblyman. “The only mo-tive for not passing this legislation is to keep the people in the dark.”

Assemblyman Kevin Jeffries rep-resents Western Riverside County and Northeastern San Diego County, in-cluding the communities of Riverside, Lake Elsinore, Wildomar, Murrieta, Temecula, Fallbrook, Bonsall, Valley Center, and Julian.

Riverside Commission for Women are ineligible for nomination.

Application forms are available by call-ing commission chairwoman Lori Stone at (951) 955-0998. Nominations will be reviewed by county leaders and winners will be chosen by the Commission for Women. Winners will be notified by April 1.

The Commission for Women is an

The awards sponsored by the county’s Commission for Women recognize a

woman from each district who has made

contributions that improved the lives of women and

families throughout Riverside County.

advisory board to the Board of Supervi-sors that defines issues and recommen-dations to improve the lives of women and their families. For more information about the commission or to submit a nomination application, call (951) 955-0998 or visit http://cfw.co.riverside.ca.us/events.shtml. Applications can also be faxed to (951) 955-9310.

Respond as Well as ControlLeadership is about communicating, but not about dominating every moment

or discussion. Look for opportunities to respond to situations as well as control them. You’ll send a message by the way you do things as well as by what you do:

• Climb out of your niche. Ask about what’s going on in other departments. For example, try to create a three-part rhythm in discussion with managers and employees from other groups. Start by listening to the flow of ideas. Follow up by asking a few questions to help clarify ideas for the discussion and to orient yourself. Then contribute to the discussion by drawing on your own expertise: “That reminds me of the problem we had with the T-15. To solve it, we had to . . .”

• Help out with what needs doing. This often involves the typically undramatic aspects of everyday life in the workplace. You might be drawn into a discussion about a new hire, asked to listen while an employee tries out an idea, or updated about an ongoing project. Balance your need to focus on major decisions against your employees’ need to see that their boss is involved and cares about what they do, too.

—Adapted from Lead by Example, by John Baldoni (AMACOM)


27LEGALLY SPEAKING

Benoit Announces Placement on Key Committees

Senate President Pro Tem Darrell Steinberg has appointed Senator John J. Benoit (R-Bermuda Dunes) to serve as Vice Chair of the Public Safety and Energy, Utilities and Communications Committees. In addition, Benoit will serve on Budget and Fiscal Review, Governmental Organization, Natural Resources and Water, and Public Em-ployment and Retirement Committees.

Benoit, the first law enforcement professional to serve in the State Senate since 1994, remarked, “I am delighted to put my 31-year career in public safety to work as Vice Chair of the Public Safety Committee. The policies addressed in these committees, dealing directly with energy, water, and tribal affairs, unique-ly impact Riverside County. Through these assignments, I will represent our community’s needs and bring a strong voice to Sacramento.”

The Governmental Organization

Committee has r e s p o n s i b i l i t y over bills relat-ing to horseracing, tribal affairs, the National Guard, alcoholic beverages, public safety emer-gencies and disaster response, and use of state-controlled land. The Natural Resources and Water Committee ad-dresses conservation and management of public resources, fish and wildlife, and the regulation of oil, mining, geo-thermal development, and stewardship of the State’s wetlands and lakes.

“Although stabilizing State finances remains our most pertinent work, ensur-ing a reliable water supply and develop-ing clean, affordable energy sources will determine California’s future,” added Benoit. “I look forward to tackling the long-term public policy challenges criti-cal to moving our State forward.”

How to Coach “Problem” Employees: A 4-Step Plan for Managers

When faced with a poor-perform-ing or disruptive employee, it’s easy for supervisors to play the wait-and-see game and simply hope the situation will improve. But problems rarely solve themselves. And that’s especially true with problem employees.

In most cases, problem employees left unattended will lead to deteriorat-ing morale, weaker productivity, and possibly even legal trouble. Effective supervisors must address such problems head-on.

The best method? Meet with em-ployee right when you spot problem behavior or performance—don’t wait. In your discussion, focus on the follow-ing four steps to get the most from the meeting and to protect the organization from employees who may claim they weren’t treated fairly:1. THE “WHAT”• Precisely pinpoint the problem to

the employee.• Focus on specific task outcomes

and/or behaviors.• Use examples.• Reference previous conversations.

Example: “As we’ve discussed be-fore, your backlog is unacceptable and deadlines are being missed. You know our department standard is ____ and you are not meeting it by _____.” (Cite specific expectations and examples of poor performance and/or behavior.)

Another approach: “How do you think things are going with your back-log and deadlines this month? I know you’ve been worried about meeting our department standard.” (Actively listen.) “What do you think the problem is? Why is it happening?”2. THE “IMPACT”• Identify the negative impact (on

quality, productivity, service, oth-ers, goals, etc.).

• Gain agreement that a problem ex-ists.

• Discuss consequences if the prob-lem continues.Example: “When these deadlines

are missed, other departments are af-fected and it impacts our service. For example…” (Cite specifics.) “Do you agree this is a problem? I am document-ing our conversation. Failure to improve will lead to disciplinary action up to and including termination.”

Another approach: “What do you think happens when these deadlines are missed? How do you think it impacts service?” (Actively listen.) “I know this is difficult and I have confidence you’ll take care of this, but failure to improve will lead to disciplinary action up to and including termination. Just so you’re aware, I do need to document our conversation.”3. THE “HOW”• Generate solutions to correct the

problem.• Decide on the best course of ac-

tion.• Gain commitment from the em-

ployee on his or her role in solving the problem.Example: “I have created a turn-

around plan for you with steps to make the necessary improvements. First…” (Describe the plan.) “What can I further clarify? Are you willing to follow this plan?”

Another approach: “Let’s brain-storm ideas on what you can do to meet the standard. I’m here to support you in any way I can. I want you to be successful.” (Actively listen, reinforce the employee’s workable ideas, add your own ideas, and confirm the plan.) “These are good action steps. Can you summarize them in an e-mail this afternoon?”4. THE “WHEN”• Establish a follow-up strategy.• Clearly determine how and when

you and the employee will review progress.

• Set specific dates for check-in meet-ings.

• Recognize improvements as they happen (even small steps).

Example: “I’ll be checking your workload each day to see how you’re progressing. Let’s also meet every Fri-day in the conference room at 3 o’clock to review how you’re specifically pro-gressing on the plan. Those meetings will also be documented.”

Another approach: “Let’s meet regularly to go over your progress. How frequently do you think is workable?” (Remain open to the employee’s sugges-tions but add your input as necessary.) “Let’s go ahead and put that on our calendars.”






30 HEALTHY LIVINGMurrieta Day Spa & Hair Studio Celebrating 20 Years in the Valley

Since its start in 1989, the Murrieta Day Spa & Hair Studio has transformed from two treatment rooms to over 17 massage and facial treatment rooms, a full-service hair studio, heated mineral pool, dry sauna, Cypress Cafe, and a boutique. It has become a community oasis that no one else has been able to emulate.

Over the past 20 years Murrieta Day Spa & Hair Studio has collected numer-ous awards, including but not limited to, Best Spa Experience in the Valley, Business of the Year, and the most recent being the 2008 Best Men’s Facial.

When addressed with the recent economy plunge Monique Suraci, owner, made a commitment to provide the same quality of services at an even more affordable rate by encouraging her guests to take advantage of the Spa Membership Program. The membership program offers discounted services with no enrollment fee, as well as offering monthly specials and free use of the facilities. In no time you will be able to see and feel the benefits of properly maintaining your mind and body. That is not the only new craze happening at the Murrieta Day Spa; they have just

recently renovated their entire front and backyard area. They will also be building an additional, resort-style pool with private cabanas, perfect for hosting Bridal Parties, Birthday Parties, Com-pany retreats, and more.

Spending one day at the spa is like taking a mini vacation. So whether you have all day to spend or just one hour, grab a book, make an appointment, enjoy a day of relaxation, and find out why Murrieta Day Spa has been thriving for 20 years!

Murrieta Day Spa is open Monday through Saturday from 9am to 6pm with Thursdays open until 8pm to accommo-date those who need a later appointment. Book now by calling their reservation department at (951) 677-8111.

What are you waiting for? Start thinking about how you would like to spend some of your free time…you won’t be sorry. www.mdayspa.com Valentine’s Packages listed online, Gift Certificates available online.

Share the Work—Don’t Bury the Worker

You have to admire a manager who can let pressure slide off her back—at least until it slides onto yours. Veteran manager Alison Green once had a manager who let work requests stack up on her desk. She’d let the pile grow until the requesters complained, and then she’d dump the job on an employee. That person would have to abandon the current job and work furiously to catch up.

Finally, Green and a co-worker broke this avalanche pattern. They had all requests sent to a box installed outside their manager’s door, regularly checked it themselves, and responded to requests before they piled up and

disrupted the orderly flow of work. It’s an ingenious solution, but

by the time it was reached, Green and her co-worker probably felt little joy in their problem-solving success. Far better would have been for the manager to recognize that she had a workload problem and ask her on-the-ball employees how to solve it. It wouldn’t have added to their workloads, since they ended up with these jobs anyway. Moreover, by dealing with the problem directly, the manager would have avoided crisis after crisis. Things that pile up tend to fall.

—Adapted from the Ask a Manager blog


31HEALTHY LIVING

Local Spine Sports Medicine & Family Practice Clinic Moves

Dr. Richard E. Uhler DO, FAAFP, ABOFP of Uhler Spine Sports Medicine & Family Practice Clinic has recently moved from Murrieta to a new loca-tion. With over 10 years serving the Valley and an ever-growing practice, Dr. Uhler’s new offices are located at 27720 Jefferson Avenue, #100B in Temecula.

“The opening of our new office al-lows the practice to serve our patients more effectively and efficiently,” says, Dr. Uhler. “We always strive to offer our patients the highest quality of care and our new office makes that possible.”

Dr. Uhler is board certified in Fam-ily Medicine and is recognized as a Fellow of the American Academy of Family Physicians. Additionally, he is double board certified by the American Board of Osteopathic Family Physicians and by the American Board of Family Medicine. Dr. Uhler has been honored by the University of California–San Diego (UCSD) as an Assistant Clinical Professor in the division of Neurosur-gery and the division of Family Practice. In addition to serving patients in his office, Dr. Uhler assists local neurosur-geons and orthopedic surgeons on their surgical cases at Inland Valley Regional Medical Center, Rancho Springs Medi-cal Center, and Fallbrook Hospital.

Dr. Uhler’s support of the commu-nity includes serving as the team physi-cian for Murrieta Valley High School,

where he provides free medical care to football players, cheerleaders, and staff. He makes himself available to the trainers and Athletic Directors for medical advice. He also donates his time to educate students on the negative use of steroids and conducts over 500 student athlete physicals annually.

With a specialty in sports medicine, he volunteers his time to serve as the Southern California Elite Gymnastic Academy (SCEGA) team physician, as well as the team physician for the Uni-versity of San Diego Toreros (USD). He offers physicals to the athletes of all of the university’s sports programs.

In 2007, Dr. Uhler was awarded the Vocational Service Award by the Temecula Rotary. Recognized for his continuous support of the community, Dr. Uhler prides himself in assisting wherever and whenever he is needed. He has provided medical support to the ESPN X-Games, the Lake Elsinore Grand Prix, the Temecula Noon Rota-ry’s Triathlon, and the San Diego Iron Man Triathlon.

To contact Dr. Uhler’s office, call (951) 693-9678.

Habitat for Humanity Inland Valley Receives Funds from Certified Residential Specialists

The local affiliate of Habitat for Humanity recently received a $500 donation from the Southern California Chapter of Council of Residential Spe-cialists (CRS). CRS is the entity that governs residential real estate agents that seek the CRS designation. The designation offers in-depth knowledge about business planning, making listing presentations, negotiating and clos-ing smoother transactions, working in the buyers’ and sellers’ best interest, and building a referral business. The Southern California Chapter of CRS was voted “Chapter with a Heart” in 2008. Four other organizations in the community also received a donation. CRS and Habitat for Humanity Board Member and local real estate agent Vicki Puterbaugh presented the donation to Habitat for Humanity Inland Valley Executive Director Tammy Marine.

“It is an honor to support an orga-nization like Habitat for Humanity. As a community of Realtors, it is our goal to facilitate the dream of homeowner-ship and Habitat for Humanity allows a venue to reach an audience of worthy in-dividuals who may never have obtained a home otherwise,” states Puterbaugh.

“Having the support of the Realtor community means everything! They

are the professionals in the area of ho-meownership and to have them on our team makes us a stronger organization better equipped to meet the housing needs of our community,” stated Tammy Marine.

The donation will be put into use as Habitat for Humanity Inland Valley plans their 2009 community projects.

For more information regarding Habitat for Humanity Inland Valley, please visit www.habitat4inlandvalley.org or call (951) 296-3362.

Tammy Marine presents plaque to Vicki Puterbaugh.

LoBue Laser & Eye Medical Centers Offers Premium IOL Lenses to Dramatically Improve Cataract Patients’ Visionby Barbara Gradney

Cataract surgery has undergone tre-mendous technological advances since the days of your parents and grandpar-ents. This year, millions of patients will choose to have both their vision and their lifestyles restored, thanks to this life-changing medical procedure. The good news is that if one has cataracts, intraocular lens technology has taken a giant leap forward. The objective is no longer to simply restore distance vision with a monofocal intraocular lens (IOL). Today, the goal is to enhance vision with an IOL that may provide a full range of vision, thus minimizing the dependence on glasses, including reading glasses or bifocals.

Once you understand what a cata-ract is, how it will be removed, and how your vision may be improved with a pre-mium IOL lenses including Crystalens, Acrysof® ReSTOR® and Toric, your concern about your diagnosis could actually turn into excitement.

The premium lens Crystalens™ provides a single focal point throughout a continuous range of vision from far to near while at the same time, using the natural focusing ability of the eye. The Crystalens is engineered with a hinge designed to allow the optic part of the lens to move back and forth, allowing the patient to constantly focus on images around them.

The Acrysof® ReSTOR® lens can offer freedom from reading glasses and bifocals for people who have corrective surgery for cataracts and presbyopia. This particular lens combines the safety and successful outcomes of traditional cataract surgery with the latest technol-ogy. Previous IOL technology provided only one focal point—distance. This improved new IOL design may restore a person’s full range of vision—near and far. Four out of five patients did not need reading glasses or bifocals following cataract surgery on both eyes.

Finally, the Acrysof® Toric IOL lens makes it possible to reduce or eliminate corneal astigmatism and significantly improve uncorrected dis-tance vision. The Toric lens can provide quality distance vision, independent of eyeglasses and contact lenses.

What Are Cataracts? A cataract is a clouding of the natural lens inside the eye. This lens, located behind the iris (or colored part of the eye), works just like the lens of a camera—focusing light images on the retina, which sends the images to the brain. When the lens becomes too clouded, it keeps light and images from reaching the retina. In over 90 percent of patient cases, this cloud-ing is caused by the aging process. A

cataract is not a film over the eye and neither diet nor lasers will make it go away. The best way to treat a cataract is to remove the clouded lens and provide a replacement one.

Unfortunately, cataracts can’t be prevented, but removing the cataract and replacing it with an artifical lens can restore one’s vision and in many ways, significantly improve the quality of life. Cataract surgery can be one of the more rewarding decisions of one’s life. These premium IOLs represent the advancement cataract sufferers have been waiting for.

Barbara Gradney is with LoBue Laser Eye Centers.

Don’t Let Communication Block Communication

Innovation expert Stephen C. Lundin once saw a family of four sharing a meal in a restaurant, but the only thing they were actually sharing was the table. All were on their cellphones, talking avidly to people not at the table and ignoring everyone who was. It’s a sight that reminds us that we do have the option to ban cellphones from work activities that depend on communicating with one another.

—Adapted from CATS: The Nine Lives of Innovation, by Stephen C. Lundin (McGraw-Hill)


32 HEALTHY LIVING

Mommy/Daddy, Stop Smoking. You Are Going to Die!by Sandra Bright

One of my clients, who has five young children, said that if he were not around, his wife and family would disintegrate. His wife has never worked. The thought brought tears to his eyes. He is only 38 years old.

Children are taught in school that nicotine is a drug. They are taught about the health risks associated with smoking cigarettes. They then go home, see their parent smoking, and tell them something like: “Mommy! Stop smoking, you are going to die!”

Imagine what it must feel like to the child. Their parent is doing something to him/herself that will potentially kill them and the child has no power in this decision. How very sad the child must be, but many cannot articulate the worry or anxiety that this must cause.

Parents make decisions based upon their smoking habit, like where they are going to go, with whom, for how long, flying or driving.

Clients confess that they avoid their young children because they don’t have the “get up and go” to play with them or they worry that they may have a cough-ing “fit” if they get too rambunctious. This is a huge loss to both the children and the parents.

Many clients say that they no longer smoke in the house so they have set up a place in the garage to relax and smoke. It’s Mom and Dad’s time to “relax” and be together. Trouble is, when the kids come looking for them, they tell them

to get out, partly because they don’t want the kids to see them smoking and also because they don’t want their kids to inhale the second-hand smoke. But how do the kids experience this? Many parents say this is a main reason for them to stop. So they can spend more time with their children instead of hang-ing out in the garage.

Some parents promise their children that they will quit and they pick a spe-cific date, like a birthday, the child’s or theirs. Then when that date comes and goes, and the parent is still smoking, the child is disappointed. The parent may be more than disappointed. They may be depressed about it. Remember depres-sion is anger turned inward. People get very angry with themselves when they feel like they can’t do something they said they could.

I wonder if babies who bond to the mother who smells like cigarette smoke grow up to associate that smell to the good feelings of being held in their mothers arms and that is the reason they decided to smoke.

So, children, especially young children are often the main reason that parents want to stop smoking and these parents are some of my most successful clients.

Sandra Bright may be reached at (951) 443-5083.

Study Links Obesity to Elevated Risk of Ovarian Cancer

A new epidemiological study has found that among women who have nev-er used menopausal hormone therapy, obese women are at an increased risk of developing ovarian cancer compared with women of normal weight. Pub-lished in the February 15, 2009, issue of CANCER, a peer-reviewed journal of the American Cancer Society, the research indicates that obesity may contribute to the development of ovarian cancer through a hormonal mechanism.

Ovarian cancer is the most fatal of gynecologic malignancies, and has a 5-year survival rate of only 37 percent. While studies have linked excess body weight to higher risks of certain cancers, little is known about the relationship between body mass index and ovarian cancer risk.

To investigate this issue, Dr. Michael F. Leitzmann of the National Cancer Institute and colleagues studied 94,525 U.S. women aged 50 to 71 years over a period of seven years. The researchers documented 303 ovarian cancer cases during this time and noted that among women who had never taken hormones after menopause, obesity was associated with an almost 80 percent higher risk of ovarian cancer. In contrast, no link be-tween body weight and ovarian cancer was evident for women who had ever used menopausal hormone therapy.

According to Dr. Leitzmann, these

findings support the hypothesis that obesity may enhance ovarian cancer risk in part through its hormonal effects. Excess body mass in postmenopausal women leads to an increased produc-tion of estrogen, which in turn may stimulate the growth of ovarian cells and play a role in the development of ovarian cancer.

Among women with no family history of ovarian cancer, obesity and increased ovarian cancer risk were also linked in this study. However, women that did have a positive family history of ovarian cancer showed no associa-tion between body mass and ovarian cancer risk.

These latest findings provide im-portant additional information related to women’s risks of developing ovarian cancer. “The observed relations between obesity and ovarian cancer risk have relevance for public health programs aimed at reducing obesity in the popula-tion,” the authors wrote.

Article: “Body Mass Index and Risk of Ovarian Cancer.” Michael F. Leitzmann, Corinna Koebnick, Kim N. Danforth, Louise A. Brinton, Steven C. Moore, Albert R. Hollenbeck, Arthur Schatzkin, and James V. Lacey, Jr. CAN-CER; Published Online: January 05, 2009 (DOI: 10.1002/cncr.24086); Print Issue Date: February 15, 2009.

EVMWD Elects New Officers for 2009

The Elsinore Valley Municipal Water District Board of Directors elected new officers at its regular meeting on January 8, 2009. The new officers are Phil Williams, Judy Guglielmana, and Ben Wicke.

President Williams is a lifelong resi-dent of Lake Elsinore and was elected to the Board in 2000 for his first 4-year term and was just re-elected to his third term in November 2008. Phil is a real es-tate broker with 25 years of experience in property sales in Lake Elsinore and surrounding areas, and is also a licensed general contractor. Director Williams represents Division 4, which extends from the southern portion of Corona, the Horsethief Canyon area, and into the City of Lake Elsinore. Director Williams was elected President by a 4–1 vote.

President Williams’ notable accom-plishments include initiating the money-

saving solar power project and instal-lation at the EVMWD headquarters in 2004, establishing the new “Green Lien” program to help EVMWD ratepayers combat blight in their neighborhoods, and for championing the use of recycled water in Lake Elsinore to offset annual evaporation. He also serves on the Lake Elsinore and San Jacinto Watersheds Authority (LESJWA) Board, is the Special Districts Representative for the Local Area Formation Commission (LAFCO), and has served on the As-sociation of California Water Agencies Joint Powers Insurance Authority (AC-WAJPIA) Committee since 2000.

Elected to the EVMWD Board in 2006, Judy Guglielmana is the new Vice

President and represents Division 3, which serves southwest Lake Elsinore, including Lakeland Village and El Ca-riso. Director Guglielmana has over 35 years of community involvement, serv-ing on the Elsinore High School Board of Trustees and has been involved with the local Chambers of Commerce, the Lake Elsinore Historical Society, and the Elsinore Woman’s Club. She serves on the EVMWD Legislation, Conserva-tion and Community Outreach Commit-tee, is a liaison with Western Municipal Water District, and was recently elected to the board of the San Jacinto River Watershed Council. Director Gugliel-mana was elected Vice President by a 5–0 vote.

Director Wicke has served on EVMWD’s Board of Directors since 1994, when he succeeded Charles Bry-ant. Re-elected to the Board in 2006 to a 4-year term, he also serves on the District’s Engineering and Operations Committee, and serves as liaison to the Eastern Municipal Water and Western Municipal Water Districts. He also

serves as the Region 9 Vice Chairman on the Association of California Water Agencies (ACWA) Board of Directors. Director Ben Wicke was elected Trea-surer by a 5–0 vote.

Director Wicke is a graduate of the Ohio State University with a Bachelor of Science Degree in Business Admin-istration. He also earned a Certificate in Business Management from UC River-side and is a local business owner. Di-rector Wicke has served on the Region 9 Board since 1999, representing all of the water agencies in San Bernardino, Riverside, and Imperial counties.

EVMWD provides service to over 38,000 water, wastewater, and agricul-tural customers in a 96-square-mile ser-vice area in Western Riverside County with an estimated 133,000 population. The District is a sub-agency of the Western Municipal Water District and a member agency of the Metropolitan Wa-ter District of Southern California. You can visit the EVMWD website at www.evmwd.com for more information.

Ben Wicke Judy GuglielmanaPhil Williams

We come this way but once. We can either tiptoe through life and hope that we get to death without being too badly bruised, or we can live a full, complete life achieving our

goals and realizing our wildest dreams.—Bob Proctor


33COMMUNITY NEWSHigher Education Remains the Best Investmentby Tana Sanderson

As increasing prices and decreasing values dominate the headlines, control conversations, and impact everything about lifestyles today, there is little won-der that people of all backgrounds and economic situations begin to express doubt over their financial futures. For others who will survive the financial downturns, the unsettling times will cause some serious re-thinking of plans and priorities. One of the stabilizing forces that people have latched on to in boom times as well as bust, are those life-long benefits afforded by institutes of higher education. If a person wants to retain a skill, re-train on a discipline, or develop a new profession or career, the ability to acquire the formal education needed is readily available throughout Southern California.

In the past, some students have reported that simply making the com-mitment to go back to school provides them with the necessary distraction from work, personal life, and economic conditions, allowing them to focus on the future and re-think their priorities. It is not long before students realize how valuable and permanent a good education is to them. This understanding tends to allow them to put everything in perspective and to begin managing their lives instead of just living them. Another positive effect of higher education can

be seen in a s t u d e n t ’s family, co-w o r k e r s , and friends. I n o t h e r words, edu-cation tends to have such a far-reaching impact that it is one of the few investments that can impact an entire society in a posi-tive way.

Higher education covers a lot of dis-ciplines and can be very specific in some regards, but there are a couple qualities taught where the benefits transcend in-dustries, disciplines, and cultures; these are leadership and critical thinking.

Critical thinking is what is needed to provide businesses with the proper analyses to envision solutions. Leader-ship is a skill required in all business disciplines, which allows a professional to embrace visions developed through critical thinking and interpret the direc-tion to others resulting in the required outcomes.

A good education takes some time, effort, and expense, but there is abso-lutely no doubt of its worth.Tana Sanderson is the Associate Direc-tor of Enrollment and Operations for the University of Redlands, School of Busi-ness, Inland Campuses. www.redlands.edu 1-888-999-9844.

Sullivan, Kuebler to Lead Eastern Municipal Water District into 2009

Eastern Municipal Water District’s board of directors on Wednesday se-lected Ronald W. Sullivan and Joseph J. Kuebler, CPA, to two-year terms as president and vice president, respec-tively. Among other noteworthy recog-nitions at its first board meeting of 2009, directors Sullivan and Randy Record began their latest four-year terms as elected board members.

Sullivan represents EMWD’s Divi-sion 4, which includes the cities of Perris and Menifee, Mead Valley, Good Hope, Quail Valley, Romoland, Sun City, and the eastern portion of the City of Canyon Lake. A board member since January 2003, Sullivan is the immediate past president of the Santa Ana Watershed Project Authority, an organization of five water agencies in the 2,800-square-mile Santa Ana River watershed.

He brings many years of experience with city and county organizations to EMWD, including chair of the Riverside County Planning Commission, City of Hemet Planning Commission, and Riv-erside County Aviation Commission.

A licensed general contractor, Sul-livan is an owner of Sullivan & Sullivan Development & Consulting. He earlier served as a representative for former State Senator Marian Bergeson. His EMWD board term expires in January 2013.

Kuebler represents Division 2, which includes the cities of Temecula and Murrieta and a portion of Murrieta Hot Springs. He has served as EMWD’s treasurer since May 1996 and as a board member since April 2006.

He is president of Kuebler, Prud-homme & Company, on of southwest Riverside County’s largest CPA prac-tices serving a client base of companies in real estate development, engineering, medical, retail, and agricultural indus-tries. Mr. Kuebler has served as chair of Region 9 of the Associaiton of Califor-nia Water Agencies. His EMWD board term expires in January 2011.

Other board members include Da-vid J. Slawson, Randy A. Record, and Phil Paule.

EMWD is the freshwater, waste-water service and recycled water pro-vider to a 555-square mile area from Moreno Valley southward along the I-215 corridor to Temecula and eastward to Hemet and San Jacinto.

Ronald W. Sullivan Joseph J. Kuebler







Documents

The Valley Business Journal Feb 2009