west valley news

That’s A Wrap!Wrote Bert Seneca, retiring Board Chair of

the Greater San Fernando Valley Chamber ofCommerce, on his farewell message to theattendees of the Take Two—100th InauguralBall on Saturday, June 16th at the HollywoodRoosevelt Hotel.

“Cut... TAKE TWO...Action! In any movieproduction, the leading actor is only as goodas his or her supporting cast. As I conclude mysecond term as Board Chairman, there is nodoubt that I had and our Chamber has the perfectcast for a continuing sequel. I was very humbledto once again be chosen as the Chairman of theBoard to herald us through the 100th year of ourorganization.” Said Seneca.

We’re Rolling Out the Red Carpet for You!

That’s what Nancy Hoffman Vayek, CEOof the Greater San Fernando Valley Chamberof Commerce, her staff and event organizingcommittee did to bring the glamour of theGolden Era of Hollywood to the annals of roundtwo of the 100th year celebration.

Her message on the tribute book attests to theimportance of the ocassion and the level of detailcarried out in planning this event. She wrote,“This last year has certainly been a whirlwind ofactivity starting with the Chamber’s 100 BirthdayBASH kick-off, followed by the 100th CelebrationBall. It feels as if we never got off that celebratory

Twenty three years of local traditionwith a history that dates back to theaftermath of the American Civil War.

It’s always important to refresh our memoriesof why we have Memorial Day in the first place.All wars, past or present, have dire irreversableconsequences and many men and women in themilitary pay the ultimate price—with their lives.

Memorial Day was officially proclaimed onMay 5, 1868 by General John Logan, nationalcommander of the Grand Army of the Republic,in his General Order No. 11, and was firstobserved on 30 May 1868, when flowers wereplaced on the graves of Union and Confederatesoldiers at Arlington National Cemetery.

Since 1971, Memorial Day is observed as afederal holiday on the last Monday of May.

Many Americans nowadays have forgottenthe meaning and traditions of Memorial Day.At many cemeteries, the graves of the fallen areincreasingly ignored, neglected. While there aretowns and cities that still hold Memorial Dayparades, many have not held a parade in years.Some people think the day is for honoring anyand all dead, and not just those fallen in serviceto our country.

“All-America City” Canoga Park continued itstradition this past May 28th. The history of theCanoga Park Memorial Day Parade dates back tothe 1940s, when it was held in conjunction with

CONNECTING BUSINESS AND COMMUNITY SINCE 2004. CELEBRATING 9 YEARS OF SERVICE TO THE WEST VALLEY COMMUNITY. Volume 8 Number 6 2012

www.westvalleynews-sfv.com

A Tradition of Honoring Our Veterans on Memorial Day

Serving:CalabasasCanoga ParkChatsworthResedaTarzanaWest HillsWinnetkaWoodland Hills

sfvThis

copyofthe

WestValley

Newsbelongs

to:

SUBSCRIBETO

THEWEST

VALLEYNEW

S.12MONTHLY

ISSUESFOR

ONLY$15

Tenth Annual “Z Awards For ExZellence”

The 10th Annual “Z Awards for ExZellence” luncheon was held on May 24th at the Warner CenterMarriott in Woodland Hills to honor public safety personnel who go above and beyond what isexpected of them in order to serve the citizens of the Third Council District and the greater LosAngeles community.

In its tenth year, the Z Awards for ExZellence, founded by Councilman Dennis P. Zine, recognizesindividuals for their ongoing dedication, commitment, and “exzellence” in their respective fields andfor their outstanding contributions in the areas of law enforcement, public safety, and community

Ed Crowe / West Valley News

INSIDENew ER at West Hills Hospital 2

It’s More Than Retirement.It’s Five-Star Fun. FAIRWINDS 3

SHOP. DINE. PLAY. RESEDA 4

Mastering the Power of Marketing 5

Buy up to 10 oz. of Yogurt for $2 7

$ave BIG with Business Servicesand Classified 15

Great Savings at Green Thumb 16

Recipients of the “Z Awards For ExZellence” surround Councilman Dennis P. Zine for this group photo, markinga decade of honoring the public safety officials who keep our communities safe.

See Canoga Park Memorial Day Parade on Page 7

The symbolism of the Red Car underscored the commitmentof Canoga Park to continue to honor our fallen soldiers.

NOW ONLINE 24/7

Betsy Annas

100CELEBRATION

RESEDA

TH

ANNIVERSARY

1912-201

2

��

�

FREE

See Tenth Z Awards For ExZellence on Page 5

See Take Two Inaugural Ball on Page 6

Retired Navy Commander Tom Sutton proudly salutes members of the armed forces and color guards who participated in thetraditional annual Canoga Park Memorial Day Parade, along the 2-mile route in Old Town Center Canoga Park.


Retiring Board Chair Bert Seneca and CEO Nancy HoffmanVayek holding Cal Chamber President’s Circle Award.


IT’STHE

LITTLEDETAILS

THATARE

VITAL.LITTLE

THINGSMAKE

BIGTHINGS

HAPPEN.John

Wooden

West Valley News Volume 8 Number 6 2012

June birthdays and special occasions are family times

West Valley News publisher Ed Crowe with family members Ingrid, Sonya, Taryn, Hillary and Sean, at thewedding of Veronica Vasquez and Dahven Polakow in Palm Springs. Always a good time for a family reunion.

Everyday is a TOUS day at Westfield Topanga Call Lisa or Rick!

From the Publisher’s DeskJune is a milestone month for this publication and for close family

members and myself.

This year is the ninth year of publication for the West Valley News andin 2013, it will be one decade young. In order to take it to the next leveland grow as a publication, I have decided to spread its publishingwings and let it fly on its own as a separate entity.

The paper has always been published under the umbrella of CroweMarketing Design as just another publishing project and an in-housejob demanding more and more of my time and resources.

As of July 1, 2012, the West Valley News will file papers as a separatecorporate entity under its own name and financial resources. Stay tuned

for new announcement as we grow and spread our wings. We will be looking for a few good people topartner and work with us.

Personally, I celebrated another birthday on June 15th, following my father’s on June 1st and mydaughter Taryn’s on June 2nd. Years are piling up but I’m looking forward to new challenges andmany more little adventures. There are many changes in the horizon as presidential election areheading towards the last stretch. The entire world is in turmoil and is having direct and indirect effecton the slow economy and everything that depends on it.

I keep my eyes open and my ears perked up to continually look for alternative solutions to makethings better. As Daniel Murphy says in his book “Becoming a Strategic Business Owner” (excerptsof it published in this publication), Experiment Like Mad. No matter which strategies you employ,your ultimate leverage comes from focused brainpower—intellectual capital and innovative ideas.Think “brain equity”, not “sweat equity.” One innovative idea could help your business achievequantum breakthroughs in performance and results. One innovative idea could significantly multiplyyour leads generated, revenues, profits, customer satisfaction, level of quality or competitive advan-tage. As the leader, you need to encourage practical creativity, experimentation, and innovation—theprocess of asking better questions.

Meanwhile in preparation to the second half of this year and to test my mental resolve, I said tomyself, I’m gonna go climb a mountain... and I did. Luckily, I have one near where I live—StoneyPoint. The morning of my birthday, I got up with that idea in mind. I was simply going to make myselfa sandwich, buy a healthy smoothie at the local market and head toward Stoney Point at lunch time.It was all a mental exercise. Physically I was not really prepared but mentally I was visualizing thatwalk from the bottom to the top of the mountain. I was hoping my legs would hold up on the steepclimbs. As I got out of my van, I looked up at that big rock that sits as a guarding lookout at the topof Stoney Point, and I said to myself, that’s my goal. I want to eat my lunch when I get to the top.Every step I took was symbolic of a working journey. Finding the best way to get there without killingmyself. I relied on my experience and judgment. It worked and I got there. And even returned witha photo which took some resourcefulness to capture this moment. Thank God for a self-timer andquick legs. I’m one year younger with a new five year plan. To new challenges and adventures!

West Valley News Volume 8 Number 6 2012 PAGE 3

Crowe Marketing Design PublisherEd Crowe Managing Editor/Creative DirectorJonathan Goldhill Contributing WriterAl Martinez Contributing Writer

The West Valley News is published monthly asan information and educational resource for smallbusinesses and community-based organizations.

WEST VALLEY NEWSCrowe Marketing Design8378 Sale AvenueWest Hills, CA 91304Tel: (818) 883-3374Fax: (818) 883-9678advertising@westvalleynews-sfv.comwww.westvalleynews-sfv.com

Hours: Monday-Friday 9:00 am to 6:00 pmAnnual subscription rate is $15.Single copies $1. Multiple copies $50/100 bundleFlyer insertion and distribution is available.Cost is $75/1000. Minimum 1,000.

For advertising call Garth Carlson (818) 419-2513

Editorial Contributors

The deadline for articles, letters and photos isthe third week of the month for consideration inthe upcoming month’s issue. E-mail (preferred)submissions to: [email protected].

The Editor reserves the right to reject or edit allsubmissions. Opinions expressed by contributorsare not necessarily those of the West Valley News.

Advertisers

To advertise, call 818-883-3374. The deadlinefor ads for each issue is the end of the third weekof the month prior to the month of publication.©2011 Crowe Marketing CommunicationsImage copyrights held by the artists.The West Valley News is open to the entirebusiness community of the San Fernando Valley.The West Valley News is distributed by regular mailto active subscribers, via email to an electronicmailing list, and to the general public throughmore than 65 strategic, high-traffic businesslocations throughout the West Valley.

Now online 24/7-365 www.westvalleynews-sfv.com

CalabasasCanoga ParkChatsworthResedaTarzanaWest HillsWinnetkaWoodland Hills

On Thursday, June 21st, Councilman Zinejoined members of the community in the ribbon-cutting ceremony for the Child DevelopmentInstitute Early Learning Center in Canoga Park.

The 6,500-square-foot building once washome to the old Canoga Park Library. Throughthe Councilman’s assistance and communityefforts, the old building has been renovated toan amazing learning center for children, whichfeatures a community garden, library, andresources to families in the San Fernando Valley.CDI Executive Director Joan Maltese spokeof the awesome community support in bringingthe project to fruition and the role CDI will havein making a positive difference in the lives ofchildren. Councilman Zine presented a cityresolution to Joan Maltese and CDI Chairmanof the Board Richard Leyner for their work.

To learn more about CDI, please visitwww.childdevelopmentinstitute.org.

The West Valley News leaves the Crowe nest to fly alone

Child Development Institute Celebrates Grand Opening

(L-R) CDI Board members Susan Hayes, Gloria Pollack, Councilman Dennis Zine, CDI Executive Director Dr.Joan Maltese, and CDI Chairman of the Board Richard Leyner, during the official Grand Opening on June 21.


CROWE MARKETING DESIGNADVERTISING DESIGN | SOCIAL MEDIA MARKETING | WEB DESIGNCreative Solutions that Deliver Bottom Line Results

818.883.3374 www.crowemarketingdesign. comFinally, a website builder that's easy to use. With WebSite Tonight, everything works just like you'd expect. Needto move a section? Just drag and drop it. Want to add some text? Just click and type. Need help getting started?Choose from over 2,000 design and color combinations in our template library, including 120 pre-built websitescustomized to fit your business or style – just replace the text and images and you're ready to go!

• Corporate Identity (Logos)• Marketing Brochures• Newsletters and publications• Sales Sheets• Product Catalogs• Packaging• Tradeshow Graphics• Website Development• Domain Name Registration• Web Hosting• Express Email Marketing

WVN V8N6-V9N1

18401 Sherman Way, Reseda, CA 91335www.aurasxquisitfoods.com

15%DISCOUNT

Serving breakfastMon-Fri 7:30-11AMSat-Sun from 7:30am-3pmDaily Operating HoursMon-Fri 7:30AM-10:00PMSat.-Sun. 7:30AM-8:00PM

With coupon. WVN V8N3-N8

The Best Food in The San Fernando ValleyAura’s Xquisit Foods is the place to come and enjoy a healthy meal!

PAGE 4 West Valley News Volume 8 Number 6 2012

United Chambers of CommerceA Coalition of 32 Business Organizations, including 22 Chambersof Commerce representing over 21,000 businesses.

5121 Van Nuys Boulevard, Suite 208Sherman Oaks, CA 91403T 818-981-4491 F 818-981-4256

Build your business while building your community.Join a Chamber of Commerce today.

How does your business benefit by being a memberof your local chamber?

• Opportunities to market your business.• Great networking opportunities and events.• Get involved with local legislative issues.• Meet local business and political activists.• Be involved in a variety of community events.

For a complete list of member chambers,visit www.unitedchambers.org

Agoura/Oak Park/Conejo Valley Chamber(818) 889-3150 | Fax (818) [email protected]

Calabasas Chamber(818) 222-5680 | Fax (818) [email protected]

Canoga Park/West Hills Chamber(818) 884-4222 | Fax (818) [email protected]

Chatsworth/Porter Ranch Chamber(818) 341-2428 | Fax (818) [email protected]

Encino Chamber(818) 789-4711 | Fax (818) [email protected]

Granada Hills Chamber(818) 368-3235 | Fax (818) [email protected]

Greater San Fernando Valley Chamber(818) 989-0300 | Fax (818) [email protected]

Regional Black Chamber818.464.3484 | Fax [email protected]

Reseda ChamberContact Nancy at (818) 989-0300 for [email protected]

SFV Filipino-American Chamber(818) 780-9197 | (818) [email protected]

Sherman Oaks Chamber(818) 906-1951 | Fax (818) [email protected]

Winnetka Chamber(818) 340-2282 | Fax (818 [email protected]

Woodland Hills/Tarzana Chamber(818) 347-4737 | Fax (818) [email protected]

Subscribe to the West Valley News

818.883.3374

FREE12 ELECTRONIC ISSUES

PER YEAR

CALABASAS

CANOGA PARK

CHATSWORTH

RESEDA

TARZANA

WEST HILLS

WINNETKA

WOODLAND HILLS

Get local business and community news at yourcomputer screen. Visit us online to sign-up todayat www.westvalleynews-sfv.com

CALL ED CROWE!

4Marketing Brochures

www.crowemarketingdesign.com

818.883.3374

Marketing Brochure for Spine Care Solution

CALL ED CROWE!

4Logo Design

www.crowemarketingdesign.com

818.883.3374

Corporate Logo for Ubiqueonline.com

818 .916 .7725 / 818.713 . 1234

New extended hours 6:10 AM-12:00 Midnight. Open 7 Days.Call for an appointment. See Page 15 for services offered.

NOW HIRINGDISPLAY AD SALESFLEXIBLE HOURS818.883.3374

WORK. SHOP. DINE. PLAY

RESEDA

H&M Appliance ServiceAppliances Sales | Service | Parts | Buy | Trade18510 Sherman Way, Reseda, CA 91335

(818) 705-2240We Service All Makes & Models. Same Day Appointments. Nice Showroom.Buyer on Premises for trade-ins and to sell your old appliance.

• Freezers• Ranges , Stoves and Ovens• Convection Ovens• Microwaves• Dishwashers• Washers and Dryers• Icemakers• Antique Stoves Repair, Sales and Restoration• Air Conditioning Units and Heating Units

WVN V8N3-V9N1

CS Earth Origins HEALTH FOOD STORENutritional Products | Vitamins | Produce | Water18363 Sherman Way, Reseda, CA 91335

(818) 705-2695 OPEN 7 DAYS A WEEK

Natural Vitamin Store. Beauty Products. Some 100% Kosher Products.Vitaminas Naturales. Productos de Centroamerica, Mexico, Estados Unidos.

15%DISCOUNT


FREEFRENCH FRIESWITH $25 ORDER


7640 Tampa Ave., Reseda, CA 91335818-345-6400 Read Our Story on Page 6

$2SAVE

Save $2 on Haircuts Thursdays Only with this Coupon

NEW

FREE4 Wheel Alignment

with Purchaseof 4 New Tires

Armando EspinozaCell: (818) 535-0030 [email protected]


18720 Sherman Way, Reseda, CA 91335

818.343.8473

WVN V8N6 12

SAVE$

25AN

YPRO

JECT

$250

ANDAB

OVE

Vons Foundation donates $15,000 to Benefit Developmentally DisabledSeveral store managers and management staff of valley- area Vons stores stopped by New

Horizons to present a $15,000 grant from The Vons Foundation in support of the agency’s job train-ing programs and placement services for individuals with intellectual and developmental disabilities.

“Vons is proud to partner with New Horizons in providing employment for people with specialneeds. We have been working with New Horizons for twenty years and currently employ fifteen oftheir clients at our stores. It’s a win-win for all,” says Carlos Illingworth, Manager of Public Affairs& Government Relations for Vons, a Safeway company.For 57 years, New Horizons has empowered individuals with developmental disabilities such as mental retarda-tion, cerebral palsy and autism to fulfill their dreams. Through partnerships with individuals and the businesscommunity, education, and advocacy, New Horizons creates a brighter future for its clients and the community.New Horizons is located at 15725 Parthenia Street, North Hills, CA 91343 and serves the greater San Fernandoand Santa Clarita Valleys. For more information, visit the website at www.newhorizons-sfv.org.


The Growth CoachBecoming a Strategic Business OwnerBy Jonathan Goldhill and Daniel M. Murphy

• Consider using telemarketing. Use it to develop leads for your salespeople or use telemarketers tofollow-up a direct mail or advertising campaign. Even consider using telemarketing to follow up a sale tosee if the person requires any additional help, advice, services or products (warranties, add-on products,additional levels of service, etc.) If you just cleaned the carpet in two rooms of a customer’s house, call upa week later and ask if they would want additional rooms to look as good and offer them a discount asinducement for taking immediate action.

• Influence many people at once with special events/seminars. Consider hosting educational eventsfor customers, referral sources, and prospects. Consider holding them in conjunction with other companies(newspapers, radio stations, suppliers, banks, CPA firms, industry experts, trade associations, complementarycompanies, etc.). This will allow you to tap into their customer relationships. For example, if you are anupscale travel agency introducing new exotic trips, consider co-hosting an event with an upscale radio sta-tion, magazine or with a high-end jewelry store, auto dealership, country club, money management firm, etc.

• Consider using direct mail. Direct mail is simply putting a powerful and complete sales presentation inwriting. Such a vehicle allows you to touch many buyers at once—immense leverage. Most owners would bebest served in the long run by hiring a professional direct marketer on a project basis.

• Consider using public relations. Public relations can be a powerful source of leverage as you educateand influence a targeted audience about your benefits, expertise, etc. Get to know the reporters in yourindustry and periodically call them with some story ideas.

• Gain leverage by improving the effectiveness of your sales approach. Give your sales people aproven, simple sales methodology. For example, use READ. Relate to your prospect. Establish the Need orProblem. Advance a Tailored Solution. Determine Next Steps. It’s all about building relationships and solvingproblems. Buy books, tapes, CDs on selling skills and distribute to your team. Also, periodically send yoursalespeople to strategic selling courses. Huge payoff!

• Buy other reputable businesses possessing great reputations and strong goodwill to gainaccess to their loyal customers. Be sure their business is a good fit for your company, culture, values,customer base, etc.

Increase the Amount/Frequency of Purchases

To be successful at getting your current customers to spend more with your organization and more often, youmust increase the “perceived value” of what you offer. You must educate your customers so that they desire yourproducts and services even more.

To make this happen, you must first increase the collective “selfesteem” of your organization. You and youremployees must believe that you are different, better, special and highly valuable to your customers, even wortha premium price. You must fight the “we are a commodity” mindset with every fiber of your mind, body, andsoul. The day you believe you are in a commodity industry or business is the day you begin to die. If you aresimilar to the others, you must break out from the pack. For example, add more services to your offering, givegreater performance and money-back guarantees, provide on-going education seminars for your buyers orconsider packaging or bundling other products or services with yours. Again, be different and more valuable.

Here are some ideas to increase the average purchase size and frequency of your sales:

• Raise your prices, if you can. Educate your buyers on the superior advantages, benefits and resultsyou provide them and explain “the reasons why” you need to raise prices – increasing manufacturing costs,customer-service enhancements, better guarantees, better ingredients, etc.

• Upsell. If your client/customer can achieve better results and more satisfaction, educate them on buying ahigher-end product or service. Do a better job of assessing their needs and matching to products or servicesthat will give them the optimal buying experience and satisfaction. You will increase your profits and theirfulfillment. Auto dealers are masters at getting customers to buy car models with the higher-end featurepackages (i.e. leather interior, better stereos, etc.)

• Cross-sell. If you have multiple product lines or service lines, communicate and educate you customersand clients on the full spectrum of your solutions—services, products, and expertise. Continually ascertaintheir challenges and problems and match up with the other solutions you offer. CPA firms, for example,cross-sell their audit clients on tax and consulting services. Banks cross-sell their checking customers oninvestments, mortgages, lines of credit, credit cards, etc.

• Bundle better. Consider packaging complementary products and services together. If a customer is goingto buy a gas grill, for example, offer them a complete package of cooking utensils, mesquite wood chips,barbecue book, grill cover and apron. By saving the customer time and helping them to buy a more “completesolution”, you can probably charge a premium for this “barbecue in the box” offering. At the very least, theywill have bought more than they otherwise would have – you made buying easy.

• Offer volume or frequent buyer discounts. If you can get your customers to buy more and buy morefrequently, reward them with incentives, discounts, extra level of services, etc. Since you have maximizedyour cash flow, be willing to reward them with a few extra perks. Bookstores and airlines have “frequentbuyer” programs. For example, video stores and coffee stores give you a free serving when you buy a certainnumber of times.

• Offer other products and services that will complement what you already sell. Ask the question,“Who else sells something that goes before, after or along with my customer’s purchase?” For example, if yousell computer products, consider selling “technical needs analysis” services on the front-end or installationand computer training services on the back-end. Be sure it makes economic sense to add such servicesto your business.

• Communicate with your customers often and give them buying ideas or solutions via mail, phone,email, newsletters, in-store displays, etc. For example, if you are a hardware store, and as early fall approaches,use direct mail and in-store displays to communicate to your customers the need to fill cracks and seal coattheir driveways. Sell them on the benefits of taking such action. Package all the supplies together (sealant,crack filler, broom, gloves, removal cleaner, “how to” booklet, etc.) and offer a single-solution price.

Jonathan Goldhill, The Growth Coach, coaches leaders of private companies to grow their business. To learn more abouthis unique group and individual coaching programs visit www.TheGrowthCoachLA.com. Jonathan can be reached at(818) 716-8826 or [email protected]. Daniel M. Murphy is CEO & Founder of The Growth Coach FranchiseSystem, www.TheGrowthCoach.com.

Editor’s note: Beginning with Volume 7 Number 1 of the West Valley News, we started publishing monthlyinstallments of the content of a book by Daniel M. Murphy, CEO & Founder of The Growth Coach. The book istitled “Becoming a Strategic Business Owner. A Proven Process to Enhance Your Strategic Mindset.”

__________

CHAPTER 8. MASTERING THE POWER OF MARKETING

Editor’s Note: Chapter 8 continues on Page 11

Fernando Award FoundationRequests Names of NomineesFor Fernando Award RecipientThe 2012 Recipient will be honored forVolunteerism and Civic AccomplishmentThe Fernando Award Foundation, presenting

the highest award for volunteerism in the SanFernando Valley, will hold its annual recognitionof the 2012 nominees with a dinner at theWarner Center Marriott on September 21, 2012.At this time, the Fernando Award FoundationSelection Committee is asking community andcivic organizations to select their nominees forthe San Fernando Valley’s most prestigiousaward for volunteerism and civic accomplish-ment. The call for nominations has beenextended to July 30, 2012.

Organizations and businesses, includingChambers of Commerce, non-profits, ValleyIndustry & Commerce Association (VICA)members, and past recipients, may contactDennis Watsabaugh at (818) 231-2288 fora Nomination Packet. Organizations can alsovisit the Fernando Award Foundation websiteand download a Nomination Packet:www.fernandoaward.orgInitiated in 1959, by a group of San Fernando Valleybusiness and community leaders interested inencouraging community involvement, the award isopen to all Valley residents. “The mission andpurpose of the Fernando Award is to promote andrecognize lifetime volunteerism in the San FernandoValley. We are aware that there are many worthyapplicants who spend a great deal of time anddevotion volunteering in the community. We hopethey will receive recognition this year,” said DennisWatsabaugh, President, Board of Directors.

The Fernando Award is in the form of a miniaturereplica of the Fernando monument located in theVan Nuys Civic Center. Names of the awardrecipients are etched in the base of the monumentand on a marble obelisk in Warner Center Park,located in Woodland Hills.

For information and Nomination Packets, pleasephone Dennis Watsabaugh at (818) 231-2288or Daniale Perry at (818) 980-7867.

“Lil’ Ranchers Round Up”Summer Program at Leonis Adobe Museum

Summer is the time for the Lil' RanchersRound Up summer program for pre-school orelementary age children. The program is held atthe Leonis Adobe Museum on Tuesdays fromJuly 10th – August 7th, 9:30 a.m. to 11:30 a.m.The program costs $4 (per day) per person.Members admitted FREE.

Lil Ranchers Round Up program includes:

• Music

• Games

• Crafts

• Farm Animals

• Tortilla Making

• Native American Dancing

• Blacksmith Demonstrations

• Story Time

For more details and for the hours that LeonisAdobe Museum is open to the public during thesummer, please call (818) 222-6511 or visit:www.leonisadobemuseum.org.

BOYS & GIRLS CLUB OF THE WESTVALLEY RECEIVES $28,371 DONATIONFROM MACY’S DEPARTMENT STORESThe Boys & Girls Club of the West Valley

has received a $28,371 donation throughMacy’s Department stores’ Thanks for SharingCampaign held during the 2011 holidayseason, announced Gary Thomas, Chairmanof the Club’s Board of Directors.

According to Thomas, “Macy’s has graciouslydonated to the Boys & Girls Club since 2002and this year’s contribution is its largest oneyet. Their support will allow us to continue toserve the needs of underprivileged youth in theWest Valley, a need that continues to grow inthese difficult times. We are very grateful to themembers of the Macy’s organization for theirgenerosity and spirit of benevolence.”

Through the generosity of Macy’s customersand employees, more than $9 million has beendistributed to local Boys & Girls Clubs inMacy’s Northwest and Southwest regions.Locally, funds from the Thanks for SharingCampaign were distributed through Macy’sNorthridge, Topanga and Promenade locations.

Boys & Girls Clubs of America and Macy’sshare the belief that out-of-school time isan important factor in the overall educationequation and the retailer’s donation to the WestValley Club will ensure a great future for thecommunity’s young people.The Boys & Girls Club of the West Valley was founded in1995 to meet the local need for safe, healthy, productiveactivities for youths during non-school hours. There aremore than 3,100 members of the Club, and approximately150 youngsters visit the main facility each day, in additionto approximately 550 children provided after-schoolactivities at the seven off-site schools: Blythe, Reseda,and Topeka Drive Elementary Schools; Hale Middle School;Canoga Park High School; and the affordable housingcommunity of Tierra del Sol.

The Club is located at 7245 Remmet Ave., Canoga Park,CA, 91303. Visit www.wvbgc.org or call (818) 610-1054.

advocacy. At this year’s Z Awards ceremony,Council District Three honored personnel fromthe Los Angeles Police Department, the LosAngeles City Fire Department, the Los AngelesCounty Sheriff’s Department, the CaliforniaHighway Patrol, and the Los Angeles CountyDepartment of Probation. And for the first timein Z Awards history, a CitiZen Award waspresented to Dennis McCarthy (photo right)an iconic Valley journalist who has made anenduring impression on the San FernandoValley through his celebration of unsung heroesin his columns featured in the Daily News andhis recently released book titled: Here’s to theWinners. ABC7 News Anchor David Onopresented the awards to the recipients.

Tenth Z Awards For ExZellenceContinued from Page 1


L E T T ERSWrite, Email, Fax, Call

Write Managing Editor, West Valley News8378 Sale Avenue, West Hills, CA 91304

Email [email protected]

Tel / Fax 818-883-3374 / 818-883-9678

Include name, address, and daytime telephone.Letters may be edited for clarity and length.

WHY IS IT?A man wakes up after sleeping

under an ADVERTISED blanket

on an ADVERTISED mattress

and pulls off ADVERTISED pajamas

bathes in an ADVERTISED shower

shaves with an ADVERTISED razor

brushes his teeth with ADVERTISED toothpaste

washes with ADVERTISED soap

puts on ADVERTISED clothes

drinks a cup of ADVERTISED coffee

drives to work in a ADVERTISED car

and then…

refuses to ADVERTISE

believing it doesn’t pay.

Later if business is poor

he ADVERTISES it for sale.

WHY IS IT?

CALIFORNIA GROWN

Main Street Canoga Park

Farmers’ MarketMAKE IT A HABIT

Every Saturday 9AM-1PMOwensmouth north of Sherman Way

train as we launched new programs and eventsto commemorate 100 years of Valley business.And it all culminates tonight at the Chamber’s100th Inaugural Ball—a night to pay tributeto our members and their achievements, andcelebrate another great year in the Greater SanFernando Valley Chamber’s 101 year history.

What better place to celebrate our achieve-ments and honor our shining stars than with ared carpet party at the world famous HollywoodRoosevelt Hotel, Home of the first AcademyAwards?

Tonight we’re paying tribute to our leadingman—retiring Board Chair Bert Seneca—and welcoming 2012-2013 Board ChairBarry Leonard—both have played starringroles as board chairs before—hence our themename Take Two.

Congratulations to all Take Two InauguralExcellence Awards Honorees:

Community Award of ExcellenceVan Nuys Airport

Volunteer of the YearMark Levinson

Committee Chair of the YearMary Helwig

Chamber Award of ExcellenceAsher Levin

Chairman’s Award of ExcellenceVICA

Here’s to another 100 Years of Business.Take Two... Action!

Take Two Inaugural BallContinued from Page1

Greater San Fernando Valley Chamber CEO Nancy Hoffman Vayek delivers her Welcome remarks at the Hollywood Roosevelt.


SHOP LOCAL. CONTRACT LOCAL PROFESSIONAL SERVICES.CHECK OUT 24/7 ONLINE BUSINESS BY REFERRAL AT


Albertsons in Reseda Gets a FaceliftOn Wednesday, June 13th, the Albertsons

at the northwest corner of Tampa and Saticoyin Reseda celebrated their highly anticipatedGrand Re-Opening. The event attracted localAlbertsons' staff in addition to a large contin-gent of their senior management from through-out the Southern California area. There werealso scores of supporters and interestedshoppers who stopped by to sample the horsd'oeuvres and refreshments. The event featuredthe traditional ribbon-cutting in front of thestore under an arch made of colorful balloons.

Consistent with Councilman Zine’s ongoingmission, the Grand Re-Opening marks continu-ing employment opportunities for locals alongwith an essential core service that the generalpublic understandably embraces: a quality storethat offers fresh, fairly priced products.

This special event attracted many leaders ofthe Reseda community including: NancySweeney, founder of Revitalize Reseda; SeniorLead Officers Royal Barber and Isela Parra fromWest Valley LAPD; and Garth Carlson and KevinTaylor from the Reseda Neighborhood Council.Representing Council District 3 were FieldDeputy Ron Rubine and Sean Haynes, asummer intern in the council office and studentof Pepperdine University.Albertsons was founded in 1939 in Boise, Idahoby Joe Albertson. A little more than 70 years later,Albertsons has grown to include 463 stores nation-wide under a variety of banners that include:Grocery Warehouse, Jewel-Osco, Max Foods andSuper Saver Foods.

Cary Iaccino, Chairman Reseda NeighborhoodCouncil, with daughter Sasha during Re-Opening.

2012“Z Awards for ExZellence”

Recipients:

DETECTIVE STEPHANIE KRAJCHIR &INVESTIGATOR RHIANNON TALLEY-SILLS

LAPD Valley Traffic Division

LIEUTENENT JILL NILESLAPD West Valley Area:

TOPANGA ORGANIZED RETAIL CRIMES UNITLAPD Topanga Area

CAPTAIN ALFRED HERNANDEZLos Angeles City Fire Department:

DEPUTY SANTIAGO ROBLESLos Angeles County Sheriff’s Department:

OFFICER RICHARD COMINOSCalifornia Highway Patrol

SUPERVISING DEPUTY PROBATION OFFICERMARY ANN SMILEY

Los Angeles County Department of Probation:

COLUMNIST DENNIS MCCARTHYCitiZen Award

Baja Fresh #34 Closes

After 15 years at the corner of Topanga andNordhoff, Baja Fresh’s lease was not renewedto give way to a California Chicken Café.


the Miss Canoga Park Beauty Contest andattended by 10,000 spectators. At some point,the parade became a Memorial Day event andcontinued annually until 1975.

After a 12-year hiatus, the “first” parade in1989, chaired by Pat Murphy drew about 20,000spectators and showcased 95 parade units.When local businessman Bob Bartels joined theparade committee, he added new prestige to theevent by arranging for Military flyovers, addingpatriotic flavor to the event. Later, as paradechair, he added special cash awards forEquestrians and Bands, sponsored for severalyears by his company. Both actions contributedgreatly to the presentation and forever changedthe scope of the parade.

Every year the parade has grown in size withthe 1997 parade boasting 130 entries and60,000 spectators. In 1991, Canoga Park HighSchool rescheduled its “Western Days” event tocoincide with the parade, which now consistsof Floats, Marching units (Bands, Color Guards,Drill Teams), Dignitaries, Antique/ClassicAutomobiles and several Equestrian entries ona two-mile route. A Scottish bagpipe and drumcorps courtesy of local businessman Bill Brady,and a unit from Taxco, Mexico via our ownSister City Program have added internationalflavor to past parades.

In recent years, the size of the parade hasgrown to such scale that it became a financialchallenge to the organizers—the Canoga ParkCommunity Center and the CPWH Chamber ofCommerce. In 2010, the chamber officiallyassumed responsibility for coordinating andorganizing the parade. The effort had a falteredstart when the chamber Board faced withincreased city fees and staging expenses,decided to cancel the parade dueto financial strains.

Fortunately, it came back thefollowing year withrenewed energy and avision to continue thetwenty-plus year traditionin Canoga Park.

The solution was findingcreative ways to get thelocal business communityinvolved with targetedsponsorships to coverthe costs of staging theMemorial Day Parade.

Even though, modificationshave been made to the route of the parade andhow it is staged, the Canoga Park/West HillsChamber of Commerce and the event organizingcommittee, plus the small army of volunteers,deserve a lot of credit for a job well done. Ittakes months of planning, numerous meetingsand many hours of hard work—up to and on theday of the parade.

On Monday, May 28, 2012, with the backdropof a beautiful blue sky and a warm, sunny day,

Canoga Park Memorial Day Parade Continued from Page 1 the Canoga Park Memorial Day Parade startedright at 11:00 a.m., as announced.

The order or participants was a little differentbut it was a welcome change. By this time bothsides of the Sherman Way corridor, east ofOwensmouth, along the business improvementdistrict of Old Town Center Canoga Park, wasfull of spectators, 4-5 people deep. Young, olderand every age in between, reacted cheerfullywith every float, marching band, color guard,private clubs, and a number of civic minded andpatriotic organizations that participated that day.

As customary and traditional since 1989,to add patriotic flavor to the event, a Militaryflyover roared westbound above the paraderoute drawing loud cheers from all spectators.

Being time for elections, this year’s parade hadits share of familiar and new faces of candidatesrunning for reelection, seeking new positions, or

trying their hand at politicaloffice for the first time.

Congressman BradSherman, has alwaysparticipated in the MemorialDay Parade so he was oneof the very familiar faces.

Congressman Howard Berman, a somewhatfamiliar name but not a familiar face on this side

of the valley, decided towalk so people could seehim up close and personal.CD30 Candidate MarkReed, who has good ideasand would like to take overfor both Sherman andBerman, was present andsmiling broadly.

Other more familiar namesand faces in the communitywho were present, included:Assemblymember BobBlumenfield, State Senator

Alex Padilla, State Senator Fran Pavley, LosAngeles County Supervisor Zev Yaroslavsky,L.A. City ControllerWendy Gruel, and theperennial presence at every parade for the lasteleven years, Councilman Dennis P. Zine.He wants to take over as Controller in 2013.

An unfamiliar name and face in the west valleyKevin James, rode in the parade and will puthis name among a number of city officials whoare lining up to run for Mayor.

The 2012 Memorial Day Parade was aresounding success. A testimony to the hardwork of the organizers and the response of acaring community that came out to continuethe twenty-plus-years tradition of honoring ourfallen soldiers who gave their all.

Also new this year, was the addition of anearly morning 5K Run sponsored by WestfieldTopanga. This idea was introduced by pastchamber president Jack Dawson to help bringattention to the non-profits in the community.Over 400 runners participated. The 5K Run wasled by a Pace Car sponsored by Universal CityNissan. The winner was Laura Conley, whoworks for event sponsor Spectrum Canoga Park.

The Parade ended in front of Quimby Park onDeSoto and Hart. At the southwest corner of thepark, exhibitor tents were set up along with aperforming stage. Live music and food vendorswere part of the afternoon’s program. A numberof elected officials or representatives, presentedproclamation certificates to Jean JauckPresident of the Canoga Owensmouth HistoricalSociety, in recognition of the 100th anniversaryof Canoga Park.

As a new tradition—started last year— tohonor our fallen soldiers, a U.S. Army Officerpresented a symbolic wreath before a MemorialWall containing the names of Valley veterans.Enlisted soldiers, along with Navy CommanderTom Sutton, stood at attention, in the outerperimeters, saluting. In proximity to the Wall,with their hands over their hearts, stood in rev-erence Congressman Brad Sherman andCouncilman Dennis Zine.

A fitting tradition to honor our veterans—fromall branches of service—on Memorial Day.



The sale of this painting owned by Ed Crowe, publisher of the West Valley News, will benefit the Boys &Girls Club of the West Valley. Twenty percent of the selling price will be donated. Call Ed at (818) 231-4454.

The painting shown above (6 ft W. x 6 ft H) is an oil on canvas rendition of Irises, a painting by the Dutchartist Vincent van Gogh. Irises was painted while Vincent van Gogh was living at the asylum at SaintPaul-de-Mausole in Saint-Rémy-de-Provence, France, in the last year before his death in 1890.

It was painted before his first attack at the asylum. There is a lack of the high tension which is seen in hislater works. He called the painting “the lightning conductor for my illness,” because he felt that he could keephimself from going insane by continuing to paint.

ORIGINAL PAINTING. Artist: Vincent van Gogh. Year: 1889 Type: Oil on canvas Dimensions: 71 cm × 93 cm(28 in × 36.625 in) Location: J. Paul Getty Museum, Los Angeles, California.

PAINTING (Above). Unknown Valley artist. Oil on stretched canvas “Blue Irises.” 72 in x 60 in.

The price for the stretched canvas painting of Vincent van Goh’s Blue Irises is only $699. If you admire vanGogh and have a large wall space in your home or office, this rendition of Irises will be a great addition to yourart collection. Call Ed Crowe at (818) 883-3374 if you want to get an up close look at the painting. And for aprice of only $699, you can take home a beautiful rendition on canvas of the original painting. You will also besupporting the programs at the Boys & Girls Club of the West Valley as well. Ed Crowe is.

“Irises” by Vincent van Gogh as created by a Valley artist.Twenty percent of the price will be donated to BGCWV

$69960 in H x 72 in WOil on canvas

BE...ON CAMERA...NOW!acting classes for ALL AGES

first class FREE

“Our vision is to create a dynamic career development center,online and offline, which will support the aspirations of actors,both children and adults. Our work together will result in actorsfinding work in the industry they love. Our actors will also playroles in short films and web series in house, that we produceand market on the internet. There is tremendous demand for

this content, and it will be growing exponentially in the future.We want our clients to be a part of it.”

Donna Houser / Artistic Director

Life-Changing Workshops and Wisdom for Actors

SHOP LOCAL. CONTRACT LOCAL PROFESSIONAL SERVICES.CHECK OUT 24/7 ONLINE BUSINESS BY REFERRAL AT


My Dad was a Champ...By Martin Ortega Campbell

Adolfo Antonio Ortega August 22, 1933 – May 15, 2012The irony is this—a man who didn’t want to be around people most of the time was endearing and beloved.

People who only met him once have told me in the last few days how much he touched them.

My dad was a champ. It’s a word he used with us a lot to describe our accomplishments—a soccer gameI won, an acting gig Roxie got. He, too, was a champ since he cared for my mother—champ in the sense ofa real hero. Finally, he was a champion, one who fights for a cause.

It is pretty clear to me that my dad knew he wasgoing to die. His house was like a lab or library, notesand books and sketches everywhere—diagrams of thehuman heart, lists of foods that would make him better,doctors’ theories and research studies. Upstairs in hisoffice, he had taken out almost all relevant documentsinvolved in end-of-life planning—wills and trusts andbenefits and account information. When his end gotcloser, he grabbed a handful of Social Security andcredit cards, ushered my mom into the car and droveoff to the post office, where he died on the sidewalk,important envelopes in hand.

My sister Francine, who’s good at understandingpeople unlike me and my dad, has often reminded methat Adolfo suffered too much loss too early in his life.The deaths of his father, brother and mother painedhim, and he withdrew a little more than he had alreadywithdrawn. He was suspicious of doctors and westernmedicine, and pretty much everything and everyone,even me at times.

I will tell his story like this. He was a Californian.He left only once for a short stint at Georgetown, so we think, but received most of his education here. Hedanced my mom into love in the warm but fragile Hollywood nights. He taught public school before becominga professor, before Fullerton at Cal State Fresno.

There he involved himself in the Chicano movement that was growing, like the infinite plants of the CentralValley, at the time. A man of books and words, he taught and organized, translated and gave lectures. He spokeout for the kinds of people that his parents had been, Mexicans who had come here with nothing and built livesfor themselves, and, in the course, had built this state of California. He dedicated his life to speaking out forbrown people, like himself, who didn’t always feel welcome here. This is our country, too. The spots where hewas born, lived and he died were all Mexico before they were this country, and Spain before Mexico, and theland of the Indians before that—Indians like the Huichol that were certainly our ancestors in Guadalajara.When people ask what part of Mexico my family is from, I say L.A.

When I heard the news that my dad died, I got in the car and drove to Monterey, passing through the landswritten about in the books by Jack London and John Steinbeck that inspired him. Like my dad, those men letthe earth and pastures and hills do their own talking. On that car ride, I thought of my own favorite Californialines from Jack Kerouac.

Brakemen eat surly meals in diners by the tracks. Trains howl away across the valley. The sun goes down longand red. All the magic names of the valley unrolled—Manteca, Madera, all the rest. Soon it got dusk, a grapydusk, a purple dusk over tangerine groves and long melon fields; the sun the color of pressed grapes, slashedwith burgundy red, the fields the color of love and Spanish mysteries.

My dad would have liked that passage. He was a hopeful romantic. And I will try to fill his shoes, caring formy mom and being the man of the Ortega family, strong women who make the job a joyful pleasure.

My dad was many things: poet, writer, reader, teacher, learner, but also philosopher. Once Yvette and I got intoa metaphysical discussion with him. How significant were humans on earth and in the universe? we wondered.Yvette argued that if any life forms were significant, it must be, due to their overwhelming superiority on thisplanet, plants. My dad argued his usual stance, ex nihilo nihilo—nothing comes from nothing; there must bea creator. I argued that, as far as the universe was concerned, each of us was an insignificant thing, and, for lackof a better word, an accidental “mass.” My dad thought, got fiery and said something like, “I don’t see anyother…MASS…that can do the things we can do.”

He did a lot in his 78 years here. And I am sure he believed in a greater purpose and a second life, picturinghimself up there one day drinking whiskey with the two Alfonsos.

TRIBUTE to my ParentsTHE LEGACY, THE LESSONS, THE LOVE

A West Valley News column honoring parents. Write about your father, mother or both, as a tribute to them for their legacy,their life lessons, their love and sacrificies, and anything that made them special to you. Limit of 500-800 words.Send by email to [email protected]. Include a photograph (in digital format 200 ppi) and name, address,and daytime telephone. Submissions may be edited for clarity and length. Publication at the discretion of the editor.


LOGO DESIGN BY ED CROWE / CROWE MARKETING DESIGN 818.883.3374

A Man of Much Mystery...By Roxana Ortega Campbell

Adolfo Antonio Ortega August 22, 1933 – May 15, 2012

I’ve always thought that my father was a man of much mystery; a private man, who wanted you to knowwhat he wanted you to know. He always had a way of dodging my questions about his childhood or givinga vague answer about a detail of his past. With my Dad, I often felt I wasn’t getting the real story.

But, despite that, over time, I did get the real story, about the kind of man he was.

He was smart, smart man. He had a hunger for knowledge, a reverence for it. Even after getting his PhD andafter retiring, he continued to absorb information—history, great works of literature, the Russian language.

He was an artist—a writer, a painter, a poet; he sketched.His handwriting alone was something out of a fairytale.once told him how beautiful I thought it was, to which hereplied, “I’ve seen handwriting that would blow your mind.”

He was speaking of his father’s handwriting—his father,who he had lost at a young age. A loss that might hadexplained why he would sometimes slip away into a thoughtso far away and sad it could halt you. I asked him once,“Are you OK? He said, “Yeah. Just having a bit of ennui.”

He had a way with words. He once told me to have a“splashy splashy” birthday.

A fan of the thumbs up, and the high five, he loved tocelebrate with good food, good drink, so-so music. He couldgive a toast like no other—poetic, profound, spiritual, kooky.I knew him.

He loved hats—from berets to furry Russian ear-flappedhats, and even had a cap made out of paper that he’d wearwhen he went to get the car fixed, so the mechanic wouldthink he was broke and cut him a deal.

He loved to laugh and had a hokey sense of humor. “Hey Rocky, I have joke for you,” he’d say. Here’san example: “God sneezed. I didn’t know what to say.” I didn’t get it. I’d say, “Where’d you get that, thenewspaper?” “Yeah,” he’d say. We’d laugh at that more than the joke.

I knew him. He was a nature lover, would always pause and admire birds and was never happier thanwith a view. He was a romantic. He’d make fires in the fireplace, even in the summertime, not for the warmth,so much as the mood. He was a philosopher, someone I loved to talk to about the mysteries of life, the bigquestions like—What is time? Oh, interesting...” he’d say.

He was interesting and a living example of the idea that to be interesting, you have to be interested.He was interested in the world.

Mostly, I knew him, as a gentle man, a man with a heart that could break yours by its sweet, pure way; aman who would go for a walk and bring you a flower that he’d picked and say, “For you, Princess,” a man wholoved my mother, through almost 45 years of marriage, with a love so innocent, so beautiful, so child-like itcould bring you to tears just to think about it. Seeing them walk into a room together, made you feel like theywere entering from another dimension all their own, walking side by side on their own plane, moving to somestrange and beautiful other-worldly rhythm.

Yes, he wanted us to know what he wanted us to know. Even when it came to his health, we never got all thedetails, the actual story of all the doctor visits and what the tests had really said about his heart, but we knew.We knew. Somewhere inside we knew, because we knew him, we knew his heart, and we still do.

WHEN YOU ADVERTISE IN THE WEST VALLEY NEWSYOU MULTIPLY THE VISIBILITY OF YOUR BUSINESS x 20,000

CALL ED CROWE 818.883.3374


The West Valley News is a community-based publication connecting business and community throughout thesouthwestern region of the San Fernando Valley. It’s published monthly and distributed electronically, by regularmail to all active subscribers, and through more than 110 strategic, high-traffic, drop off locations in the WestValley. Areas of coverage are the communities of Calabasas, Canoga Park, Chatsworth, Reseda, Tarzana, West Hills,Winnetka, and Woodland Hills.

A special print edition of this regular monthly publication will be published to commemorate the 20th Anniversaryof the founding of the Boys & Girls Club of the West Valley. Advertising space will be sold to allow local businessesand friends of the Club to be sponsors, use the space as advertisement for their organizations or simply take theopportunity to congratulate the Club on providing the area’s youth a safe, positive, and enjoyable after-school andsummer camp experience. Twenty percent of the special edition’s advertising proceeds will be donated to theClub. An additional 1,000 copies of the four-page, ad-free insert, will be printed for distribution.

Circulation: 5,000 plus electronic, Web and Facebook. Readership: 20,000. Online 24/7 presence and specialBusiness by Referral section at www.westvalleynews-sfv.com.

Size Full Color 1X Position Premium

Full Page $911 $1,221 (Back Cover)

1/2 Page $546 $606 (Back Cover)*

1/4 Page $273

1/8 Page $1371/16 Page (FC) $179 Included

Mechanical Specifications

SIZE WIDTH HEIGHT

Full .00 in. 15.25 in.

1/2 Page (H) 10.00 in. 7.25 in

1/4 Page (V) 4.875 in. 7.25 in.

1/8 Page (H) 4.875 in. 3.125 in.

1/16 Page (H) 7.50 in. 1.875 in. (Front Cover)

Digital FilesAcceptable formats:Press-ready PDF, EPS, JPEG.Image Resolution: 200+ ppiGrayscale or CMYKAll fonts (outlined), logos,images must be included.

Special July 2012 Issue Full Color Advertising Rates

TO RESERVE YOUR ADVERTISING SPACE GO TO

www.westvalleynews-safv.comDOWNLOAD THE INSERTION ORDER AND MAIL PAYMENT OR PAY SECURELY ONLINE.

CALL ED CROWE

818.883.3374Thank you for your support of the Boys & Girls Club of the West Valley.

DeadlinesSpace reservation byJune 29, 2012 or beforeCamera-ready art due:July 6, 2012 or before

*Only available if the Full Page Back Cover is not sold.

The July 2012 Issue of the West Valley NewsWill be Dedicated to the Boys & Girls of the West Valley

Here’s Your Opportunity to Salute and Support the Club

Reseda had a passionate crowd at Cleveland High School the weekend of June 9-10 at Relay ForLife. With over 400 participants, 35 teams and great weather, we soared passed our goal of $25,000.Councilman Zine and Reseda Senior Lead Officer Barber and Parra helped open the ceremony onSaturday, and the event continued for the next 24 hours. There was a moving Luminaria Ceremony inthe evening honoring those we love who have been diagnosed with cancer. Several hundredluminaria bags were placed around the track to help guide those walking throughout the night.Themed laps, entertainment, food, and team sales at the event helped raise money for the AmericanCancer Society. Many brought tents and camped out under the stars. We more than tripled our eventfrom last year and are looking forward to Relay for Life 2013!

It’s not too late to make a donation!Please do so today at www.resedarelayforlife.org/resedaca

Celebrate Reseda’s 100th AnniversaryWith a Souvenir T-ShirtNow while the supply lasts!

For more information please contact Revitalize Resedaat (818) 832-2280 or www.revitalizereseda.org

WE ACCEPT PAYPAL

Emcee George Pennacchio, ABC7’sentertainment reporter, charmed the audiencewhile comedian Jim Tavaré had guests roaringwith laughter at the Valley Village Showtime!Garden Party and Luncheon, Saturday, June 23,at the elegant Sheraton Universal Hotel. L.A. CityCouncilman Dennis Zine added to the funonstage.

The Showtime! Garden Party & Luncheon isthe major fundraiser for Valley Village, a SanFernando Valley 501(c)3 nonprofit that provides17 family-style homes and three therapeutic dayprograms for some 400 men and women withsevere intellectual and other developmentaldisabilities. Founded in 1971, Valley Village,headquartered in Winnetka, is the place whereadults with developmental challenges thrive.

At saturday’s event, some 300 guests sipped champagne at the Garden Party and shopped forunique items at trendy boutiques. Then at noon, they enjoyed a comedy luncheon with the keenhumor of Tavaré, who has appeared at manyvenues, including the Laugh Factory, and hascreated many notable characters. He is also anactor in films and television.

Pennacchio, who is a three-time Emmy winner,was a stellar master of ceremonies for the busyafternoon with a live auction and a specialfundraiser for an event for clients. Showtime!also included online and silent auctions forupscale events, trips and collectibles.

“Showtime! helps provide services that ournormal funding doesn’t cover,” explained DebraDonovan, executive director. “With our statebudget being cut, we need to raise additionalfunds more than ever.”

For information about Valley Village, contactJenny Daniels Freese at (818) 587-9480,or email at [email protected].

ABC7’s George Pennacchio and Comedian Jim TavaréHeadlined Valley Village Showtime! on June 23

Relay For Life in Reseda Triples Fundraising Goals

CALL ED!

BOYS & GIRLS CLUB OF THE WEST VALLEY TO HOLD20TH ANNIVERSARY FOUNDERS’ GALA ON JULY 27

What: The Boys & Girls Club of the West Valley is commemorating itsAnniversary with a year-long celebration highlighted by anAnniversary Founders’ Gala.

Who: Hosted by the Boys & Girls Club of the West Valley. Tickets are$125 per person. Sponsorship opportunities are available from$1,500 to $10,000.

When: Friday, July 27, at 6:30 p.m.

Where: Warner Center Marriott Hotel, 21850 Oxnard St., Woodland Hills.Main Ballroom.

Why: The event will honor the Club’s founder, Bob Voit, President/CEO,Voit Real Estate Services, as well as the many generous peopleand organizations that have supported it throughout its 20-yearhistory, including Wells Fargo (Corporate Caring for Kids);David Rainer, California United Bank (Champion of Youth); andBlue Shield (Hands & Hearts).

How: For tickets and more information contact Jan Sobel at818-610-1054 or email [email protected]

The VTAC Car Show held on Saturday, June 2nd in Woodland HillsWarner Park was a tremendous success. The park was packed with familieswho came out on a beautiful day to look at all the classic and vintageautomobiles and motorcycles. LAPD static displays included the BombSquad, Off Road Detail, Scuba Team, Air Support, SWAT and aperformance by the LAPD’s Motorcycle Drill Team.

Dignitaries such as Councilman Dennis P. Zine, Assemblyman BobBlumenfield, and Congressman Howard Berman attended as well.Bart Torres was the MC with Dave Kunz, the Automobile Reporter, fromchannel 7 and Los Angeles County Prosecutor Alan Jackson was the hostfor the trophy presentation. Great food as well, with 23 delicious FoodTrucks for people to choose from. All in all, a wonderful way to spend aSaturday afternoon in the park.


SUCCESS CENTER

There are many kinds of sales reluctance. Below are some affirmations to assist with some of them.Saying these things to yourself several times a day and particularly before doing sales will help. Done ashypnotic suggestions, the effect would be quicker and deeper.

Telephone Confidence

I enjoy making calls on the phone as well as talking to people in person about the product or serviceI offer. I enjoy reaching out to new people who could benefit from the product or service I offer. I enjoycalling current and former customers to share with them new ideas and ways which the product orservice I offer can improve their businesses and their lives.

Excellent Self Esteem and Positive Persistence

I accept myself. I treat each problem as a challenge, each challenge as an opportunity to accomplishmy goals in business and in life. I stay centered and secure within myself when dealing with negativereactions of those to whom I offer my products and services. I take pride in sharing with them how myproduct or service could be of benefit in their businesses and their lives.

Selling to Friends and Family-Sensitively

I am comfortable with and take pride in sharing my products and services with my friends and family.I enjoy showing them how my product or service could be of benefit in their businesses and their lives.I read their reactions effectively recognizing when it is time to stop selling or time to close the sale anddo so in a way which is comfortable for all concerned.

Learning from No

I know when no is really no and cheerfully move on to the next prospect, effectively learning from anybehavior or communication of mine which triggered that no.

Selling Confidently to Successful People

I do what it takes to be effective at sales calls and self promotion. I take sensible risks comfortably. Ienjoy and take pride in sharing my products and services with others whether those others are family andfriends or the most successful people I can reach.

Taking Pride in Self and Product—CLOSING

I am confident in my sales ability and in the value of my products and services. I am appropriatelyconscious of the effort and financial cost of bringing in my sales prospects. I assert myself comfortably,firmly asking for each sale at a fair profit.

To find out more Contact: Terry Brussel PhD, Certified Clinical Hypnotherapist has been in practicesince 1969 in the San Fernando Valley. She created the Seven Keys to Self Actualization a system toreach your highest potential-physical, mental, emotional, spiritual as well as financial.

One solution to Sales reluctance in all its forms: Go to www.acesuccess.com. Download our giftAbundance Your Money and More Magnet, guided meditation.

Another solution is private hypnosis and coaching sessions. Call 800-462-5669 for more info.

END SALES RELUCTANCE

By Terry Lee Brussel Ph.D., Certified Clinical Hypnotherapist

• Conduct special events to educate your existing customers on your additional service/productofferings. Do this in an informative manner and in a way that has “their best interests” at heart. Hold a“sneak preview” for your new products, services, models, etc. Hold exclusive events for your best customers.An upscale luxury auto dealer might hold a wine and cheese party with a musical quartet to unveil thenewest car models.

• Endorse other people’s products or services to your client list and get a cut of the action.For example, if you are an upscale jewelry store, consider offering elaborate vacation packages to yourcustomers via an upscale travel agency. Mail offers to your customer database, endorse the travel agencyand their offering, and receive a set percentage of any revenues generated. Instead of adding computertraining to your computer store, form an alliance with a reputable training company and negotiate for a“cut of the action” for introducing/endorsing them to your customers via email, direct mail, telemarketing,etc. To maintain the goodwill of your customers, make sure you do your “due diligence” and introduce onlyhigh-trust, high-integrity, highvalue organizations to your customer base.

Selectively Say “NO”

Warning—this section is advice aimed at those who sell primarily to businesses, not to walk-in, publiccustomers. To devote more time and attention to your best opportunities and customers, you need to adopta selectivity mindset. You can’t optimize your business performance if you are constantly bombarded by unprof-itable, ungrateful, disagreeable, ever-complaining, and energy-draining customers. You and your employeesdeserve better.

You must learn to say no to prospects who do not fit your profitability profile and goodbye to cheap, unpleas-ant, unprofitable customers. This single act of firing your problem accounts frees up capacity so you can han-dle more profitable growth. The 80/20 rule (Pareto Principle) is a helpful guide. This rule says that 80% of yourprofits come from the top 20% of your customers. Conversely, 80% of your headaches and problems comefrom the lower 20% of your customer base (the dogs). It is these troublesome 20% that are draining your prof-its and life force. You need to wean them.

Either raise your prices to compensate for the pain and suffering they cause, or flat out fire them. That’s right,have the courage to fire those customers that are a real burden to your people and organization. Since they areunprofitable, this will free up your people and resources to attract and win superior customers and providemore time, attention, and value to your existing quality customers. Your employees and your bottom-line willthank you.

As a suggestion, for those serving business entities, separate your customer base into “Tier 1”, “Tier 2”,and “Tier 3”. Put most of your organization’s time and talents into serving the heck out of Tier 1 customers.These are your most profitable customers that value, appreciate, and regularly buy your offerings. Spend slight-ly less resources on Tier 2 customers and provide minimal service to Tier 3 customers. Your goal isto develop Tier 2 to become Tier 1 accounts and move your Tier 3 customers up a rung or move them out thedoor.

Experiment Like Mad

No matter which strategies you employ, your ultimate leverage comes from focused brainpower—intellectualcapital and innovative ideas. Think “brain equity”, not “sweat equity.” One innovative idea could help yourbusiness achieve quantum breakthroughs in performance and results. One innovative idea could significantlymultiply your leads generated, revenues, profits, customer satisfaction, level of quality or competitive advan-tage. As the leader, you need to encourage practical creativity, experimentation, and innovation—the processof asking better questions.

As a CEO, you should be experimenting with new approaches all the time. Have your employees test newstrategies, hunches, sales approaches and marketing weapons. Small, controlled testing is critical if you aregoing to optimize your business and find incredible leverage points within and outside your business. Forexample, you could test the following:

• A new method of targeting your prospects

• A new sales presentation

• A new direct mail offer or special event

• A new headline in your ads, direct mail campaign, or press releases

• A new hiring or retention practice

• A new channel of distribution

• A new strategic alliance

• A new compensation structure

• A new collection method• A new customer service initiative• A new referral system• A new internal communication methodTry many things and keep those that work better than existing approaches. You need to listen

continually to your employees, current and former customers, and team of advisors. Ask yourinternal and external contacts, “How can we improve and get greater results?”If you think your ways or ideas are the best, all new ideas will pass you by. Look outside your

industry as well for fresh ways and “killer” ideas. Do not be myopic. Be intellectually and emotionallycurious and tuned into your employees, customers, and vendors, to name a few. Keep a smallnotebook, personal data assistant, or a recorder with you at all times to capture your ideas andmake them your servants.

Editor’s Note: Chapter 9 Strategic Release-Learning to Let Go will continue on the next issue.

A wise man once said, “Tell me what company you keep and I'll tell you what you are.” With theincredible slate of individuals from the West Hills community who showed up at the Van Nuys CityCouncil Chambers on Friday, June 8th to offer their gratitude, Councilman Zine was honored to be insuch good company. Over the years, Councilman Zine has demonstrated a commitment to service anda passion for all of the communities that he has had the privilege of representing including West Hills—the community that he calls home. As a result of the redistricting process, on July 1, 2012, CouncilmanZine will no longer represent West Hills on the City Council. The outpouring of heartfelt thanks andemotion from the participants was truly appreciated by Councilman Zine, who worked to control hisemotions when reflecting on his work in the West Hills community for the past 11 years from the timehe first took office on July 1, 2001.

The unofficial “passing of the West Hills baton,” from Councilman Zine to CD12 CouncilmemberMitchell Englander included more than 20 West Hills community leaders who came to the council meetingto express their gratitude for the work of Councilman Zine over the years. Due to council time constraints,only 6 individuals were able to speak during the presentation. They were: Nora Ross, Executive Directorof the Canoga Park West Hills Chamber of Commerce; Rabbi Richard Camras from the Shomrei TorahTemple; Steve Lenske, President of the West Hills Neighborhood Council; Art Sherman, a decoratedWWII Veteran from Wings Over Wendy’s; Ed Crowe, publisher of the West Valley News; and MayraRecendez, intern in Democracy by D-Zine, a CD3 leadership program. Their words were profound andtruly meaningful to Councilman Zine. It has been Councilman Zine’s honor to serve the community ofWest Hills for so many years truth be told, based on the palpable emotion in the room as the ceremonycame to a close, things in West Hills will never be exactly the same as their truly is only one CouncilmanDennis P. Zine who can replicate his never-ending quest to make the community the best it could possiblybe. He will be sorely missed.

Councilman Zine Says “Happy Trails” to West Hills

Councilman Mitch Englander pays a visit to the West Hills Neighborhood Council to announce that he will beofficially representing the entirety of West Hills as of July 1, 2012. Englander grew up in the community.

Strategic Business OwnersContinued from Page 5


FROM COUNCILMEMBER ENGLANDER’S E-NEWS

Tax Relief for New Car Dealers and NewBusiness Owners Moves Forward...The City’s Jobs, Business and Development Committee approved

measures that I co-authored to eliminate gross receipt taxes for newcar dealers and to extend the business tax waiver for new businessesin Los Angeles.

Los Angeles has lost far too many new car dealerships that create avariety of high-quality jobs, to its neighboring jurisdictions. Eliminatingthe gross receipts tax for new car dealers will generate a great deal ofbusiness for our local economy.

The Business Tax Holiday exempts all new Los Angeles businesses from paying gross receipttaxes for three years will expire at the end of 2012. The Jobs Committee approved extending theBusiness Tax Holiday until December 2015 which help encourage much-needed new businessactivity in the City. As a former small business owner, I understand the need to remove the obstaclesto our local business community. I am committed to permanently ending the gross receipts tax forall businesses and all other measures that will create investment in Los Angeles’ private sector.

Mobile Smartphone App and Text Message Warning Systemfor Earthquakes and Other Disasters...As Chair of the Public Safety Committee, my first priority is the safety of our families and commu-

nities. I also believe in using existing, low-cost, easily accessible technology to make City servicesbetter, faster and more efficient. To that end, I co-authored a motion calling for the development of asmartphone app and text messaging early warning system for earthquakes, natural disasters andother emergency events.

Nearly everyone now has a smartphone with access to millions of free mobile apps, which arebecoming increasingly viable as a tool for communicating with the public. The Mexico City govern-ment recently partnered to develop a smartphone app that can provide an alert for an earthquake upto seconds before it occurs, which could give the public time to drop, cover, and hold on. That couldsave lives. This technology has tremendous implications for improving earthquake preparedness andresponse, for public safety officials, first responders and the public. While early warning systems arein early stages of development in the United States, Mexico City's app represents a jump forwardand is based on existing technology. The Los Angeles region faces a continuous threat of majorearthquakes, and other disasters, and the City should be exploring the development of such appstailored to L.A.'s needs, its threats, and other local factors. The motion calls for the EmergencyManagement Department with assistance from the Information Technology Agency to report on thefeasibility of developing a smartphone app and text message early warning system for earthquakesand other disasters and emergency events.

MESSAGE FROM WASHINGTON

Sherman Celebrates Grand Opening ofNew Visitor Center in the Santa MonicaMountains National Recreation AreaCALABASAS, CA – Congressman Brad Sherman (D-Sherman Oaks)

joined former Congressman Tony Beilenson, as well as federal, stateand local park officials to celebrate the grand opening of the Anthony C.

Beilenson Visitor Center at King Gillette Ranch in the heart of the Santa Monica Mountains.

“Nearly thirty-four years ago, Congressman Beilenson helped pass federal legislation to establishthe Santa Monica Mountains National Recreation Area,” said Congressman Sherman. “During histenure in Congress, Tony Beilenson secured more than $151 million in federal funding to protectthousands of acres of pristine habitat, connect new parkland acquisitions through an expanding trailsystem and create the largest urban national park in the country.” “Because of Tony Beilenson’slegacy, millions of visitors to the Santa Monica Mountains now have the opportunity to learn aboutthe national recreation area’s significant archeological, historical and cultural resources at the newvisitor center and they can discover dozens of parks, more than 500 miles of trails and world-renowned beaches, ” added Sherman.

Congressman Sherman has been the leading champion in Congress to help secure federal fundsfor key parkland acquisitions in the Santa Monica Mountains National Recreation Area, such as Zumaand Trancas Canyons and Malibu Creek, as well as completing construction of the 65-mile BackboneTrail. In 2005, Sherman directed $2.5 million of the funding he helped secure for trail developmentin the Santa Monica Mountains toward the acquisition of King Gillette Ranch. He also helpedconvince the Bush and Obama Administrations to prioritize funding for local plans to construct aninteragency visitor center at this historic property in the heart of the Santa Monica Mountains.

The American Reinvestment and Recovery Act provided $9.5 million in funding for the constructionof the visitor center—the first visitor center in the National Park Service to produce all of its ownenergy needs. King Gillette Ranch was acquired for $35 million in 2005 through a partnershipbetween federal, state and local agencies, as well as private donors. The Santa Monica MountainsNational Recreation Area is the nation’s largest urban national park providing a variety of outdooractivities for 35 million annual visitors.

FROM COUNCILMEMBER ZINE’S WEEKLY UPDATE

Cracking Down on Disabled Placard Parking Abuse Councilman Zine,LADOT, LAPD, & DMV Continue Enforcement Operations in LA

On Thursday, June 14, 2012, Councilman Dennis P. Zine participatedin a Disabled Person Parking Placard Enforcement Operation withDepartment of Motor Vehicles (DMV) Investigators, Los Angeles ParkingEnforcement Officers, Los Angeles Department of Transportation(LADOT) Investigators, and Los Angeles Police Department (LAPD)Reserve Officers. The enforcement efforts were focused in and aroundproblematic areas in Toy Town, the Garment District, and the DowntownCivic Center. The mission of the task force was to conduct compliancechecks and confirm that all applicable Disabled Person Parking Placardstatutes were being adhered to by the general public.

As a convenience for the disabled, parking laws allow an individual with a State-issued placard topark for free at street metered parking spaces for an unlimited amount of time during permittedhours. Unfortunately, this has served as an incentive for individuals without ambulatory disabilitiesto illegally obtain and use disabled parking placards for the convenience of free parking. The taskforce concentrated on citing violators who inappropriately use disabled placards to park in businessareas with metered parking.

Results of the Enforcement Operation:

A total of 14 citations were issued and 13 placards were confiscated:

• 12 citations were issued for violation of CVC 4461(c) –Improper use of disabled person parkingplacard. Two of the citations include a violation of CVC 12500(a) –Unlicensed driver.

• One citation for violation of CVC 22511.56 –No proof of disabled placard issuance.

• One citation for violation of CVC 16028(c) –No evidence of insurance.

The illegal use of disabled placards reduces the number of parking spaces for legitimate publicparking purposes and limits access for the truly disabled. Additional traffic congestion is createdas the driving public search for available parking. There is also a loss of revenue to the City fortransportation needs and other services.

"Parking is a daily challenge for most Angelenos," said Councilman Dennis P. Zine, ReserveLAPD Officer and Member of the Public Safety Committee. "Fraudulent use of disabled placards isone of the worst kinds of abuse because it impacts access for the legitimate disabled placard users,inconveniences the general public, harms businesses, and robs the City coffers. I will continue toengage in these enforcement operations to put the motoring public on notice that this abuse willnot be tolerated."

This is the third enforcement operation that Councilman Zine has participated in. This task forcewas part of ongoing enforcement efforts that take place throughout the City in areas where LADOThas reported this to be a problem. On the legislative front, Councilman Zine introduced a motionthat requests LADOT to report their recommendations to changes in State and local law to reducethis type of violation and enhance enforcement capabilities. The motion is pending in theTransportation Committee.

A WORD FROM OUR ELECTED OFFICIALS

First in Nation Protection Awaits CA Car Buyers on July 1st(SACRAMENTO, CA) Starting July 1, a new law authored by State

Assemblymember Bob Blumenfield (D-San Fernando Valley) will provideCalifornians with an unprecedented consumer protection against unknowing-ly buying an unsafe, stolen or junk car.

“Buying a used car requires some detective work but it’s about to get a loteasier,” said Blumenfield. “Car dealers must now post a red warning stickeronto any used car offered for sale with a branded title. No other state hasthis simple and effective system to help protect consumers from buying arebuilt wreck. With many families unable to afford new cars, this is the rightlaw at the right time.”

Blumenfield’s law was enacted with Governor Jerry Brown’s signature of Assembly Bill (AB) 1215 lastfall. Supported by consumers, car dealers and law enforcement, the bill implements a first in the nationrequirement that all new and used car dealers post the red sticker on the used cars they sell that areflagged in a federally mandated database—the National Motor Vehicle Title Information System (NMVTIS)—as a “junk,” “salvage,” or “flood” branded vehicle. NMVTIS is maintained by the U.S. Department ofJustice and is the only vehicle database to which 100 percent of the nation’s insurers, junk and salvageyards, and state motor vehicle departments are required to report updated title information every 30 days.The practice will also help catch instances of VIN switching and auto theft. Details at www.nmvtis.gov.

California is the nation’s largest car market. Last year, over 800,000 used cars were sold just throughnew car dealerships. With Midwest states currently under floodwaters, a migration of flood-damagedvehicles will soon move across state lines and be sold to unsuspecting used car buyers who don’t havethe protections as Californians.

"Consumers should look for the red warning stickers and avoid those cars because they are worthless and can be very dangerous,” said Rosemary Shahan, President of Consumers for Auto Reliabilityand Safety. “It's also important to get any used vehicle inspected by your own, trusted mechanic beforeyou buy."

“No other state can match California’s built-in protections” said Peter Welch, President of the CaliforniaNew Car Dealers Association. “Buying a car is a financial commitment and, by eliminating a lot of guess-work, this new law will provide peace of mind for car buyers and dealers alike.”

AB 1215 also requires new car dealers to use electronic vehicle registration for all car sales, savingthe state over $9 million a year by reducing administrative costs at the Department of Motor Vehicles.Consequently, consumers will receive their new permanent license plates from the Department of MotorVehicles in about a month instead of up to six months. This is part of Blumenfield’s continuous effort toharness the power of technology to bring state government into the 21st Century.

CANOGA PARK MEMORIAL DAY PARADE


Business Education/Workshops

SAN FERNANDO VALLEY SMALL BUSINESS WORKSHOPSPre-registration is required because space is limited.

For information about more classes or to RSVP, call (661) 362-5900 or email [email protected] to register.To register online visit www.cocsbdc.org.

HELPING ENTREPRENEURS SUCCESSFULLY START, BUILD AND GROW THEIR BUSINESS

How to Successfully Start Your New Business

This hands-on workshop will help you get started quickly as you learn the steps necessary to successfullylaunch your new business. Learn to prepare a written plan you can use to build and grow a profitable business.Learn the best way to structure your business as you identify and focus on the key marketing, sales and financialissues of your business and how to bring it all together. This powerful event has helped many entrepreneurs justlike you achieve success.

Date: Wednesday, July 18 Time: 9 am – 11 am Cost: $30

Location: Build WorkSource Center, 9207 Eton Ave., Chatsworth 91311

Monster Marketing Mistakes

Yes, it is almost certainly true – you are making mistakes when marketing your business products and services.Come prepared to listen, learn and discuss what you can and should do to fix those mistakes. Bring your busi-ness cards, flyers and a link to your website to have them challenged by your peers and a 35 year expert market-ing executive who has already helped more than 400 clients just like you! This event can make a powerful andprofitable difference for your business, whether you are an experienced pro or just getting started. Limited to 30attendees so register early.

Date: Thursday, July 19 Time: 10 am – 1 pm Cost: $35

Location: Premier America Credit Union, 19867 Prairie St., Chatsworth 91311

Essential Steps for Writing a Business Plan Part I

A business plan is a necessity for the success of your business! This workshop will cover all aspects of creatinga business plan, as well as emphasize the importance of goals and outline methods to achieve these goals.Critical topics such as business development, marketing plans, advertising strategies, financial analysis andbudgeting will be covered in Part I. Attendees may bring a laptop to work on their business plan during thetraining.

Date: Wednesday, July 25 Time: 9 am – 12 pm Cost: $35

Location: Build WorkSource Center, 9207 Eton Ave., Chatsworth 91311

VICA is widely considered one of the most influential business advocacy organizations in Southern California. With itsknowledge of the legislative process and economic issues, VICA's access to public officials ensures that the San FernandoValley's business perspective will be heard in the interest of improving our business climate and quality of life. With inputand guidance from its members, VICA maintains a regular presence at all levels of government to effectively represent Valleybusinesses.

VICA 818.817.0545 www.vica.com

BUSINESS SOLUTIONS FOR SMALL BUSINESS — FREE ONLINE WEBINARS

MULTIPLY x 20,000 THE VISIBILITY OF YOUR BUSINESSADVERTISE IN THE WESTVALLEYNEWS

The July 2012 Issue of the West Valley NewsWill be Dedicated to the Boys & Girls of the West Valley

Here’s Your Opportunity to Salute and Support the Club

See Page 9 for advertising rates and how you can reserve your ad space.

VICA HONORS FIVE BUSINESS LEADERS AT ITS FIFTH ANNUALSAN FERNANDO VALLEY BUSINESS HALL OF FAMEL.A. City Councilmember Mitchell Englander joined the Valley Industry & Commerce Association

(VICA) to induct Universal Studios, Kaiser Permanente, Edgar Rice Burroughs, Los Angeles ValleyCollege and Casa Vega into the San Fernando Valley Business Hall of Fame.

“Each of this year’s inductees has played a major role in shaping the Valley into the vital political,economic and social region that it is today,” said VICA Chair David Adelman. “VICA is so proudto add each of these Valley leaders to the already impressive list of individuals and businessesinducted into the Valley Hall of Fame.”

The 2012 inductees were welcomed into the San Fernando Valley Business Hall of Fame Thursday,June 7, 2012 at the Sheraton Universal Hotel in Universal City. This year’s inductees join the 20inductees from the previous four years.

Past inductees include:

• 2011: Clay Lacy Aviation, Gene Autry, Facey Medical Group, Sierra Canyon School and theSheraton Universal Hotel

• 2010: Anheuser-Busch, The Buckley School, Harry Chandler, Porto’s Bakery and The Walt DisneyCompany

• 2009: The Beverly Garland Holiday Inn, Gelson’s Supermarkets, Pierce College, Spectrolab andRitchie Valens

• Inaugural inductees (2008): Bob’s Big Boy, Daily News of Los Angeles, Bob Hope Airport, TheVoit Companies and William Mulholland

Representatives from the inductee organizations and Burroughs’ grandson were on hand to acceptthe award on behalf of the 2012 honorees. More than 400 VICA members and other communityleaders joined the inductees to celebrate their success.

The evening was emceed by Englander who served as a last minute replacement for KNBCweatherman, Fritz Coleman, who was unable to attend.

The San Fernando Valley Business Hall of Fame was created by VICA in 2008 to recognizesignificant contributions to the Valley community. Inductees include individuals, businesses andother community organizations that have been responsible for the continued success, economicvitality and culture of the San Fernando Valley.

Tuesday, July 10 – 8:00-10:30 AMFinancial ManagementTo Register Go To:http://www.eventbrite.com/event/3696608656

Thursday, July 12 – 5:30-8:00 PMWebsite Developmenthttp://www.eventbrite.com/event/3696638746

Tuesday, July 17 – 8:00-10:30 AMPurchasing & Inventory Managementhttp://www.eventbrite.com/event/3696666830

Website Development Webinar

The Website Development course lays the foundation for the successful integration of a website into normalbusiness operations and introduces the best practices of web development to the small business owner. Inaddition, the information offered presents the building blocks to challenge small business owners to furtherresearch, understand, utilize, and master emerging technologies. The World Wide Web has become a majordelivery platform for web development. However, among web professionals, "web development" usually refersto the main non-design aspects of building websites. Web development can range from the creation of thesimplest single page website of plain text to the programming of the most complex web-based applications,e-commerce, or social network services.

Online Financial Management Webinar

The Online Financial Management course exposes small business owners to tools available to them online toaccess and manage their financials from anywhere, at anytime. The course should include information on lend-ing strategies, loan packaging and structuring, how to secure financing, financial statements – balance sheets,income and cash flow spreadsheets, ratios and industry comparisons, post-loan strategies, and using financialanalysis software.

Purchasing and Inventory Management

The Purchasing and Inventory Management course explores the new applications and technologies availableto small business for implementing supply chain management practices which drive down costs and improvecustomer service. Today's software-as-a-service (SAAS) and cloud computing phenomenon have made bigcompany enterprise resource planning (ERP) functionality available to smaller companies. In addition topurchasing and inventory management, this course will also explore software to automate other supply chainprocesses, including warehouse management systems (WMS), point-of-sale (POS) systems, and retailmanagement systems (RMS).

Social Media for Small Business

In the Social Media for Small Business course you will learn the importance of social networking as anintegrated marketing tool for your business. Are you curious about all the buzz surrounding social media butnot sure where to start, and not sure if it’s worth the time and effort? Find out how to market your businessusing social networking tools, such as Facebook, Twitter, Yelp, and LinkedIn. Learn how to establish a truedialogue with your customer base. This course will help you decide the best social networking tools to use in abusiness context, and how to leverage existing social networks to market your business. Website DevelopmentThe website development course lays the foundation for the successful integration of a website into normalbusiness operations and introduces the best practices of web development to the small business owner. Inaddition, the informaiton offered presents the building blocks to challenge small business owners to furtherresearch, understand, utilize, and master emerging technologies.

Thursday, July 19 – 5:30-8:00 PME-marketinghttp://www.eventbrite.com/event/3696676860

Tuesday, July 24 – 8:00-10:30 AME-procurementhttp://www.eventbrite.com/event/3696700932

Thursday, July 26 – 5:30-8:00 PMSocial Media for Small Businesshttp://www.eventbrite.com/event/3696714974

WORK. SHOP. DINE. PLAY

WEST VALLEY


Madrid Theatre

Clyde Porter West Valley Playhouse

www.ci.la.ca.us/cad/madridtheatre

__

2012 SEASONPERFORMANCE SHOW CATEGORY DATES

Black Coffee Mystery Feb. 3 – Mar. 4Stage Door Drama Apr. 13 – May 6The Odd Couple Comedy June 1 – June 30Fiddler on the Roof Musical Comedy July 27 – Aug 26The Front Page Comedy/Drama Sept 21 – Oct 21Moon Over Buffalo Comedy Nov 16 – Dec 16

Visit our website for abstracts about each show. Show titles subject to change.

www.wvplayhouse.com

Box Office: (818) 884-1907

Community News / Calendar

WE INVITE YOU TO MAKE EFFECTIVECOMMUNICATION A REALITYIf you ever had to stand up in front of a groupand make a presentation about your business—YOU NEED TOASTMASTERS!

If you ever had to introduce an important person ina public meeting and panic at the thought becauseyou don’t know how—YOU NEED TOASTMASTERS!

If you are involved in your community and need tospeak out about what you are passionate about—YOU NEED TOASTMASTERS!

If you are in a position of leadership and want toimprove your communication skills—YOU NEEDTOASTMASTERS!

Welcome to “Spirit Speaks” Toastmasters

We invite you to attend one of our meetings.No reservation is required, just show up. You won'tbe pressured to speak or join, and there is no cost.Come prepared to enjoy yourself!

Meetings: 1st and 3rd Wednesdays of the monthTime: 6:30 pm to 8:30 pm

TV Motion Picture Fund CenterEducation RoomCalabasas Road at Mulholland Road(Right off the 101 Fwy at Valley Circle)Calabasas, CA 91302

For membership information contact:Ed Crowe VP Public Relations (818) 231-4454

Stage Door Edna Ferber and George S. Kaufman. The play concerns a group of younggirls who have come to New York to study acting and find Jobs. The scene is MissOrcutt’s boarding house, where the hopes and ambitions of sixteen young women arerevealed in scenes of entertaining comedy. The central plot has to do with courageousTerry Randall, who fights against discouragement in the theatre where we are sure shewill conquer. This is a wonderful story, that will pull you in right from the start.

Runs Apr. 13 – May 6 Thurs. Fri., Sat. 8:00 pm, Sun. 2:30 pm

Ticket Prices are $25.00 Reg. $23.00 Seniors and Students.

Group Discounts are available.

Clyde Porter’s West Valley Playhouse 7242 Owensmouth Ave., Canoga Park, CA 91303

__

Adult Education Classes, SFVGet your GED or HS diploma. Upgrade your jobskills. Learn a new trade. Computer Op/repair,parenting, culinary, ServSafe Cert. ESL, construction,healthcare. Evening & Sat. classes. For informationor to enroll, call: Hughes Edu. & Career Ctr. at818-587-4335, El Camino Real Comm. Adult Schoolat 818-610-5600, Canoga Park High School Campusat 818-673-1391, Reseda Adult School at818-758-3700, or visit our website at:http://elcamino-lausd.ca.schoolloop.com

JUNE 2012

www.valleycultural.org

June 25

Sun Valley Chamber44th Annual Golf Tournament9:00 am Registration5:00 pm Awards DinnerAngeles National Golf Club9401 Foothill Blvd.(818) 768-2014

June 26

Universal City / North Hollywood ChamberNetworking Breakfast w/ Guest SpeakerLaurette Healy7:30 amThe Sportsmen's Lodge Hotel, Terrace Room12825 Ventura Blvd.(818) 508-5155

Canoga Park / West Hills ChamberChatsworth / Porter Ranch ChamberNoon Networking w/ Guest SpeakerJohn Morris, Head DeputyLA County District Attorney's OfficeHealthcare Fraud11:30 am - 1:00 pmLos Toros Restaurant21743 Devonshire Blvd.(818) 884-4222(818) 341-2428

Sherman Oaks ChamberMix & Mingle5:30 pm - 7:30 pm

Mad Bull's Tavern14649 Ventura Blvd.(818) 906-1951

June 27

Greater San Fernando Valley ChamberNetwork Connection Breakfast7:15 am - 9:00 amBraemar Country Club4001 Reseda Blvd.(818) 989-0300

Canoga Park / West Hills ChamberLunch Box ToastmastersNoon - 1:00 pmChamber Office7248 Owensmouth Avenue(818) 884-4222

Woodland Hills / Tarzana ChamberBusiness Networking Mixer & Ribbon Cutting5:00 pm - 7:30 pmHornstein Law Offices20335 Ventura Blvd.(818) 347-4737

Pacoima ChamberBusiness Mixer6:00 pm - 8:00 pmBusiness Source Center Office13172 Van Nuys Blvd.(818) 896-8140

June 28

United Chambers w/ 15 local ChambersValley Mega Mixer6:00 pm - 8:30 pmGalpin Ford Collections Showroom15600 Roscoe Blvd.(818) 981-4491

June 29

Encino ChamberNetwork Plus Breakfast7:15 am - 9:00 amMonterey @ Encino16821 Burbank Blvd.(818) 789-4711

Calabasas Chamber17th Annual Wine Tasting & Silent Auction5:30 pm - 7:30 pmThe Calabasas Civic Center (Outdoor Plaza)100 Civic Center Way (818) 222-5680

June 30

Chatsworth / Porter Ranch ChamberRibbon Cutting Metro Orange Line Extension11:00 am10040 Old Depot Plaza Rd.(818) 341-2428

The Valley Economic AllianceValley of the Stars / Gala Dinner & Awards Ceremony6:00 pm - 10:00 pm CBS Studio Center Studio City(818) 379-7000

CANOGA PARK-WEST HILLS REPUBLICANWOMEN TO HEAR REAGAN LIBRARY OFFICIALAND RADIO HOST

Angie R. Bartel, Associate Director of Membershipand Annual Fund for the Ronald Reagan PresidentialLibrary will be speaker at the morning session of thegeneral meeting of Canoga Park-West HillsRepublican Women, Federated, to be held onWednesday, June 20, from 10:30 a.m. to 2 p.m. atthe Chatsworth Hotel, 9777 Topanga Canyon Blvd. inChatsworth,

Speaking to the group in the afternoon will be RadioHost Mark Isler.

The cost for luncheon is $23. Persons wishing toattend this meeting may call 818-884-5261 to make areservation.

WHEN YOU ADVERTISE IN THE WEST VALLEY NEWSYOU MULTIPLY THE VISIBILITY OF YOUR BUSINESS x 20,000

CALL ED CROWE 818.883.3374

WEST VALLEY CHRISTIAN CHURCH“An Oasis in the Wilderness” Jn. 7

22450 Sherman Way (west of Shoup), West Hills, CA 91307

Morning Worship / Sunday Life Groups / 9AM & 10:45AMEvening Worship / Journey at 5PM

Evening Worship / The Rock at 6PM on Saturday night

818.884.6480WWW.WVCCH.ORG

GLENN KIRBYSenior Minister


RESIDENTIAL & COMMERCIAL STATE LICENSE # 433013

Backflow Testing. No job too big or too small.

7221-A Canoga Avenue, Canoga Park, CA 91303

(818) 340-2791 (805) 722-0750

PLUMBING

H.W. ALLEN PLUMBING CO., INC.

TUTOR

www.tutor-tutor.com $35/hr.

BUSINESS & OTHER SERVICESCLASSIFIED

CLASSIFIED RATES ARE $20 PER INCH6 MO. $108 – 12 MO. $189

FAX YOUR AD TO WEST VALLEY NEWS 818.883.9678VISA & MASTERCARD ACCEPTED(6 Months Minimum Placement for Classified Ads)

SHOP WITH CHAMBER MEMBERSFOR QUALITY AND SERVICE

TELEPHONE SERVICE

WEST VALLEY NEWS BUSINESS BY REFERRAL

ADVERTISE IN THE WEST VALLEY NEWS. COMMUNITY ADVERTISING AT AFFORDABLE RATES. 818.883.3374C A L A B A S A S / C A N O G A PA R K / C H AT SW O R T H / R E S E D A / TA R Z A N A / W E S T H I L L S / W I N N E T K A / W O O D L A N D H I L L S

SAMPLE ONLINE LISTING

ADVERTISING/GRAPHIC DESIGN

Crowe Marketing DesignEd CroweT (818) 883-3374 M (818) 231-4454ecrowe@crowemarketingdesign.comwww.crowemarketingdesign.com

West Valley NewsCommunity AdvertisingEd Crowe (818) 231-4454advertising@westvalleynews-sfv.comwww.westvalleynews-sfv.com

Advertise for 6-12 issues and get your contact informationlisted online 24/7 in BUSINESS BY REFERRAL free of charge.

You also get a FREE business profile with photo. A value of $250.

Classified ads not included in this offer.

PHOTO RESTORATION

BEFORE AFTER

Digital Photo RetouchingDigital Restoration of Old Photographs

Color and B&W

SEAN CROWE (818) 274-2890

When You Advertise in the West Valley News You’re Online 24/7

MAXIMIZE VISIBILITY & EXPOSURE OF YOUR BUSINESSwith monthly print advertising and 24/7 Online Business by Referral

ONLY $54 per month with 12-month agreement

Your business promotion/advertising bundle includes:

– Business card size ad in the West Valley News (See sample above)– Print ad exposure in 8 communities in the west valley– 24/7 online listing of contact information www.westvalleynews-sfv.com– Active hyperlink to your own website

Call Ed Crowe at (818) 231-4454 for details.

Ask him about the West Valley News 24/7 Promotion Bundle

NEW

Basic Math – Algebra 1 & 2 – GeometryEssay Writing – SAT/ACT/CAHSEE Preparation

Call Derrick Deutsch 818.992.0625

www.allenplbg.com

Serving the San Fernando Valley Community Since 1916

VISIT US ONLINE

Soon you will beable to FLASHyourvBizEx™and instantly SAVE!

YOUR NAME HERE 12/31/12

INSTANT SAVINGS! vBizEx™ is a business exchange and value card program—with value-added benefits—for chambers of commerceand participating members and their employees.

Participating national and local retailers, as well as serviceproviders and other merchants, will offer special groupdiscounts to vBizEx™ card holders.

In-Home Patient and Professional

NOW HIRINGDISPLAY AD SALESFLEXIBLE HOURS818.883.3374

Homes, Apartments, Businesses | Consulting & Installation CA. Contr. Lic. #642284

AAA BOB’S PHONE SERVICETelephones | Jacks | Wiring | Repair | Pre-wiring | Add Lines for Computers

Call Bob King 818.989.3522

28 Years of AT&T Experience SAVE UP TO 50% Commercial & Residential

RESEDA’S NEWEST HOT-SPOT

818.514.6432

7117 Reseda Blvd., Reseda, CA 91335

Get top qualityDVD’s for$0.57/Movieor Blu-Ray for$0.71.NO COPIES!All originaldiscs...

Hours:Mon-Thu 11:30 am - 10:30 pmFri-Sat 11:30 am - 11:30 pmSun 12 pm - 8:30 pm

NEW

Come check us out: We area coffee shop. Internet cafe,Wi-Fi-Hotspot and a HUGE Videorental store; all rolled into one.

Web Hosting from just $3.99/mo!Dollar-for-dollar, feature-for-feature, you’ll find the Web’s

best hosting plans right here. But our plans aren't cheap —They’re affordable. Big difference!

Plus, all of our state-of-the-art hosting plans come completewith FREE 24/7 technical support.

See listing of all hosting plans with complete details and prices!

Visit www.crowemarketingdesign.comand click on New Media / Web Solutions

west valley news

Documents