an interview with - sacramento hispanic chamber of commerce · the sacramento hispanic chamber of...

President/CEO of the California Hispanic Chamber of Commerce

CREATING A BUSINESS CONTRACT GETTING IT RIGHT THE FIRST TIME

INTERVIEWING TIPS EMPLOYERS SHOULD KNOW

SHCC AWARDS BANQUETPHOTOGRAPHS

An Interview with

President/CEO, CHCC

MARCH/APRIL 2006

MEMBERSHIP MEANS BUSINESSBUSINESS MAGAZINE WWW.SACHCC.ORG

MESSAGES

4 Chair’s Message

6 President’s Message

¡QUE TAL!

7 Upcoming Chamber Events/New and Renewed Members

8 An Interview With Jaime Rojas, President/CEO of CHCC

BUSINESS SECTION

12 Hispanic Businesses Need to be Aware of Discrimination, Too

14 Unique Selling Proposition: “A Powerful Image”

16 34th Annual Business Awards and Recognition Banquet Photos

18 Human Resources: Interviewing Tips Employers Should Know

20 Counsel’s Corner

22 Al Punto...To The Point...

24 Cycle of Life

SPECIAL FEATURES

26 New Year’s Resolution: Save Energy and Protect The Environment

27 How To Become a Vendor or Concessionaire at The California State Fair

28 Natural Disasters Can Occur At Any Moment

29 Incorporating Etiquette

30 Alcoholic Beverage Control: Educating The Business Community

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THE MISSION OF THE SACRAMENTO HIS-

PANIC CHAMBER OF COMMERCE IS (1) TO

CREATE, EXPAND AND PROMOTE BUSINESS

OPPORTUNITIES FOR THE HISPANIC COMMU-

NITY, AND (2) TO SUPPORT AND ADVOCATE

FOR THE INTERESTS OF THE COMMUNITY,

WHICH IT SERVES THROUGH ADVOCACY,

EDUCATION AND NETWORKING.

contents

SACRAMENTO HISPANIC CHAMBER OF COMMERCE

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3M A R / A P R I S S U E | S A C R A M E N T O H I S P A N I C

Dear Chamber Members,

Congratulations! This year the 34th Annual Business Awards and Recognition Banquet was a great success. I have received many encouraging e-mails from fellow business members who state that the Banquet offered an opportunity to meet others and share ideas all while having an entertaining evening, and what an evening we had. The Chamber recognized our Business Awards Recipients: Businessman of the Year – Rod Wong, American Financial Services, Inc., Busi-nesswoman of the Year – Winnie Comstock-Carlson, Comstock’s Magazine, Corporate Hispanic Business Advocate of the Year – Union Bank of California, Non-Profit Organization of the Year – Yolo County Housing Authority, and Volun-teer of the Year – Michele Valencia.

We followed this year’s banquet theme; “Negocios con Corazon” (Business with Heart) by recognizing several distinguished individuals and organizations that have exhibited success in the business community while promoting a health-ier life. These recipients were: Dr. Barbara Arnold, Dr. Francisco Prieto, U.C. Davis Health Systems, Mexican Consulate Sacramento, Dr.Ernie Bodai of the Kaiser Permanente group and MAAP, INC.

Our keynote speaker Amador Bustos gave us fine examples of how diversity in business can lead to great success. As his company has grown, Amador con-tinues to “give back” to the community as he and his wife have chartered new frontiers with scholarship awards and helping high school students fulfill their dreams. Amador’s entrepreneurship is an excellent and motivating example of “Negocios con Corazon”.

Amador further enlightened us on the stewardship of diversity when he intro-duced Timoteo, “El Charro Negro” who entertained us with songs of the ma-riachi. Amador continued to surprise us as he awarded the Sacramento School District with a generous donation for funding of a mariachi performance group at Hiriam Johnson High School. What makes this donation more unique is that with the support and leadership of Timoteo, the funds will be used to sponsor a mariachi group composed of African American students. This is a great example of how diversity in business can lead to very positive outcomes.

The Banquet can be a springboard for our Chamber as we advance the idea of diversity through networking and continue to promote the ideology of the Cham-ber throughout the Sacramento community. The numerous business functions, mixers and workshops that are scheduled are key opportunities for the sharing of ideas. I would encourage each one of you to make the effort to attend one of the many functions of the Chamber. Your thoughts and ideas are important to our continued success.

Sincerely,

Jose, M. Ramirez, M.D.Chairman of the Board, Sacramento Hispanic Chamber of Commerce

chair’s message2006 EXECUTIVE COMMITTEE

CHAIR OF THE BOARD OF DIRECTORSJosé Ramirez, M.D.

Family Medicine

PRESIDENT/CEO Diana M. Borroel

SHCC

CHAIR-ELECT OF THE BOARDPaul Galindo

Galindo Communications

2007/08 CHAIR-ELECT OF THE BOARDGriselda Barajas

Griselda’s Catering Services

PAST CHAIR OF THE BOARDKenneth A. Macias, D.P.A, CPA

Macias, Gini, & Company, LLP

TREASURERBenjamin F. Slater

Bishop Powers Commercial Real Estate

SECRETARYNorma Barajas

Texas Mexican Restaurant & Catering

VICE-CHAIR, BUSINESS ADVOCACYAndrea Rosa

The Rosa Law Group

VICE-CHAIR, COMMUNITY RELATIONSNoreen Diaz

Travis Credit Union

VICE–CHAIR, MEMBER SERVICESNahid Vassef

Pre-Paid Legal Services, Inc.

GENERAL COUNSELLawrence B. Garcia

The Diepenbrock Law Firm

BOARD OF DIRECTORSAmparo Perez-Cook

Aztec Media, Inc.

Nick MontoyaIntel Corporation

Fernando OrtizElevator Controls Corporation

Randall E. ReynosoPlacer Sierra Bank

John J. RuedaLaw Office of John J. Rueda

Ana RojasOpening Doors

Ophelia RiegoRiego Insurance Agency

Carolina Rojas-GoreUnivision 19 KUVS-TV

Robert BudimanNewcastle Ventures LLC

SBSCCHAIRMAN OF THE BOARD

Sam PerezRodriguez, Perez, Delgado & Company LLP

MANAGEMENT/STAFFCelia Cortez

Director of Programs/Events

Cassy MatuAccountant

Ruby MacielMembership Services Coordinator

EDITORIAL BOARD

PUBLISHERDiana M. BorroelSacramento Hispanic Chamber of Commerce916.486.7700

EDITORIAL COMMITTEE CHAIRNahid VassefPrepaid Legal916.628.1889

PRODUCTION MANAGERValentin CarrilloValTek Enterprises916.968.7083

CONTRIBUTING WRITERSMike GarciaDesmond McLeish, Inc.916.446.6831

Karen McCordHill McCord Communications, LLC.916.502.0268

SECTION WRITERSAl Punto… To The PointNorma AndradeA.G. Edwards & Sons916-927-4444

Counsel’s CornerLawrence B. GarciaDiepenbrock Harrison916.446.4469

Incorporating EtiquetteIzabelle Ponce SimmonsMadam Izabelle’s School of Etiquette530 666-2424

¡QUE TAL!Celia CortezSHCC916.486.7700

ADVISORY COMMITTEENorma BarajasTexas Mexican Restaurant & Catering916.443.2030

Lenor A. NunezPrevention Research Institute 2916-233-9965

Proof ReadingBenjamin SlaterBishop Powers Commercial Real Estate916.290.9251

DESIGN & PRINTING Kellie MelbyCommerce Printing Services916.442.8100

DIGITAL PHOTOGRAPHY Black Diamond PhotoCarlos Velasco(916) 220-4005

ADVERTISINGValentin CarrilloValTek Enterprises916.968.7083

Temo ReynaSacramento Hispanic Chamber of Commerce916.486.7700

Sacramento Hispanic Chamber of Commerce2848 Arden Way, Suite 230Sacramento, CA 95825

Interested in submitting story ideas? Send us an email at [email protected].

S A C R A M E N T O H I S P A N I C | M A R / A P R I S S U E4

I would like to thank EVERYONE who helped to make the 34th Annual Business Award and Recog-nition Banquet such a success. We had raving reviews.

The Sacramento Hispanic Chamber of Commerce in conjunction with Sacramento City Unified School District and Hiram Johnson High School, Bustos Media, LLC and Wells Fargo kicked off the music program for African American students who wish to learn Mariachi music. According to Tim Pollard, El Charro Negro, “music is a universal language” and it should bring the Black and Hispanic communities closer together by featuring our similarities. El Charro Negro was the “surprise” at the Annual Banquet.

Wow! The last six months have flown by. In preparation for this article I went back through my calendar and highlighted two pages of topic to tell you about. However, since I am limited in space, highlights will serve the purpose.

THE MEDIAThe media is noticing the Sacramento Hispanic Chamber of Commerce. We have started relation-ships with Vl0l.l, Comcast, Sacramento Business Journal, Access Sacramento to name a few. They want to know what positive things are happening in the Hispanic Business Community and the Hispanic Community in general. When the Sacramento Business Journal heard about the Sep-tember, 2008 USHCC Convention and Business Expo being held in Sacramento for the very first time—they wanted to know more. I referred them to two of our members for the story. It was the February 10, 2006 front page story. Vida en el Valle kicked off their bilingue/bilingual newspaper by putting your President/CEO on the front page. By the way, Vida en el Valle delivers their newspaper once a week to the Chamber office. Please come by and pick up your copy.

PROCUREMENT OPPORTUNITIESSMUD’s contracting opportunities are slated into four procurement categories. The categories are Commodities (includes purchases of piece parts as well as finished products), Construction, Maintenance (which includes installation) and Professional Services. Why not get certified to do business with SMUD and get a piece of the work available.

The Federal Technology Center’s goal is to improve the state’s economy by helping small busi-nesses successfully compete for federal, state and local government contracts. Guess what—all their services are free. They have staff available to help you with each step of the process. The SHCC staff will be going through some training sometime in March to better help our members take advantage of the opportunities.

There are also opportunities with many other entities; however, we do not have the members to refer—especially in construction. If you know someone who would benefit from these opportunities and are not members, have them contact Temo Reyna, SHCC Membership Sales Representative, at 916-486-7700.

The Sacramento Hispanic Chamber of Commerce’s goal is to help our members increase their bot-tom line. Membership means business.

I recently met with the Deputy Minister of International and Intergovernmental Affairs, Province of Albert. My question to the Deputy Minister was “How important is small business to the Province of Alberta?” His response, “Critical”. Small businesses are also

Critical to the Sacramento economy!

president’s message ¡que tal!

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MICHELE VALENCIAThe Pampered Chef

“Sell, Sell, Sell!”

MARIO MORENOSMUD

“Help Businesses Succeed!”

GUSTAVO SANCHEZGSL Fine Lithography

“Sell Printing Services”

ALICE PEREZUS Bank

“Access Financial Services”

CAROLINA ROJAS GOREUnivision 19 KUVS-TV Telefutura 64

“Promote Univision’s Vision”

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MORE ON PAGE 10CONTINUES ON PAGE 11

upcoming chamber eventsmay-june

Alarcon’s Catering Ramiro Alarcon4337 Greenholme Dr.Sacramento, CA 95842(916)348-7375

Erikson Financial ServicesEugene Dobecky7830 Barite St.El Dorado Hills, CA 95623(800)980-1158

Horizon Clean Up CompanyRosario Leon1400 Fulton Ave. #69Sacramento, CA 95825(916)613-2999

Patten CollegePaul Baumeister9382 Willow Pond Cir.Elk Grove, CA 95624(916)747-3099

Scanavino Insurance ServicesClaudia E. Lewis4131 S. Shingle Rd., Ste. C-9Shinglesprings, CA 95682(530)677-4334www.scanavinoinsurance.com

Calderons House KeepingMaria Calderon5925 61 St.Sacramento, CA 95824(916)452-8726 Christian Worship CenterJohnny MurilloPO Box 5623Sacramento, CA 95817(916)343-6074www.saccwc.com

Citi Quest Mortgage & Citi Quest RealtyNick Guerrero6056 Rutland Dr. #8Carmichael, CA 95608(916)339-1027www.itwillfund.com

De Avila Law FirmHector M. De Avila2775 Cottage Way, Ste. 30Sacramento, CA 95825(916)977-3650www.deavilalawfirm.com

Lizabeth M. Ficarra2425 Fair Oaks Blvd.

Sacramento, CA 95825(916)214-0964www.casasypropiedades.com

Golden State Federal Credit UnionRozana Melara-Calderon6121 Franklin Blvd.Sacramento, CA 95824(916)290-1710www.goldenstatefcu.com

Home Loan ExpertsMargarita Serrano1510 Arden Way Ste. 3C3Sacramento, CA 95815(800)421-0715www.homeloanexperts.com

Law Offices of Fernando Chavez a Law CorporationAdriana Gonzalez Correla1107 9th St., Ste. 1011Sacramento, CA 95814(916)325-1181www.fernandofchavez.com

Lee’s Collision RepairNelson Moto2888 47th Ave.Sacramento, CA 95822

New Members — Nuevo Miembros Welcome — Bienvenidos

DATE: MAY 3, 2006EVENT: ALLIANCE MIXERCULTURAL FESTIVAL CELEBRATIONHost: Sacramento Convention & Visitor’s Bureau Location: California Museum for History, Women & the ArtsTime: 5:30 P.M. - 8:00 P.M.

DATE: MAY 10, 2006EVENT: SACRAMENTO BUSINESS EXPOTime: 10:00 am – 5:00 pmLocation: Sacramento Convention Center

DATE: MAY 11, 2006Host: New York Life InsuranceTime: 6:00 pm - 8:00 pmLocation: TBA

DATE: MAY 17, 2006EVENT: 1ST ANNUAL SMALL BUSINESS RECOGNITION DAY & MATCHMAKING Location: Sacramento Convention Center

DATE: MAY 24, 2006 Host: Sacramento Cultural Arts CenterTime: 6:00 pm - 8:00 pmLocation: 6520 44th St., Sacramento

DATE: JUNE 8, 2006EVENT: NEW MEMBER ORIENTATION Time: 11:30 amLocation: TBA

DATE: JUNE 21, 2006 Host: USE Credit UnionTime: 6:00 pm - 8:00 pmLocation: TBD

DATE: JUNE 28, 2006EVENT: NLBWA SACRAMENTO RECEPTION Location: TBAFor more info. please visit www.NLBWA-SAC.com

DATE: JUNE 29, 2006EVENT: ALLIANCE MIXERCULTURAL FESTIVAL CELEBRATIONHost: City of SacramentoLocation: California Museum for History, Women & the ArtsTime: 5:30 P.M. - 8:00 P.M.

DATE: JUNE 29, 2006EVENT: NLBWA BUSINESS SYMPOSIUM AND LUNCHEONLocation: UC DavisFor more info. please visit www.NLBWA-SAC.com

(916)391-2610www.leescollisionrepair.com

Rina’s Baskets & BouquetsKarina C. Perez2674 24th St., Ste. ASacramento, CA 95818(916)739-8500www.rinascreations.com

Wells FargoJoseph Arlotto4601 Blackrock Dr.Sacramento, CA 95835(916)221-0140

DreamCasa, Inc.Manny Toledo2133 Citrine WaySacramento, CA 95834(916)575-9565www.dreamcasa.com

Elk Grove Bone Densitometry CenterStephen Kennedy, MD9300 W. Stockton Blvd. Ste 112Elk Grove, CA 95758(916)691-2069

Keller Williams RealtyFrank Ballesteros Jr.9355 E. Stockton Blvd. Ste 210Elk Grove, CA 95624(916)607-8158

Mcdonald’sMax Ruiz801 Riverside Ave. Ste. 901Rosevile, CA 95678(916)789-9350

Sheppard and Neilson InsuranceJacob Naven8035 Madison Ave. #E-1Citrus Heights, CA 95610(916)536-9292www.sheppard-neilson.com

The Entrepreneur’s SourceMary R. Currey32 Coyle Creek Cir.Fair Oaks, CA 95628(916)813-6688

U.S. Building Materials, Inc.Al Garcia3437 Fitzgerald RoadRancho Cordova, CA 95742(916)638-2929www.usbuildingmaterials.com

Kelvin Sue, O.D727 K St.Sacramento, CA 95814(916)442-0419

University of Southern CaliforniaVirginia Kaser1800 I St.Sacramento, CA 95814(916)442-6911www.usc.edu/sacto

Delta Homes and LendingMo Tovar936 Enterprise DriveSacramento, CA 95825(916)747-4488

Law Office of John J. RuedaJohn J. Rueda1903 21st St.Sacramento, CA 95814(916)451-4059www.ruedalaw.com

Desmond McLeish Inc.Mike Garcia1007 7th st., ste. 208Sacramento, CA 95814(916)446-6831www.dmpublicrelations.com

Small Business Development CenterMolly Stuart1410 Ethan WaySacramento, CA 95825(916)563-3210

Riverview Media PhotographyTia Gemmell3114 Swallows Nest Dr.Sacramento, CA 95833(916)920-2903www.phototia.com

Kaleel, Patricia L.Patricia L. Kaleel2831 G St.Sacramento, CA 95816(916)443-0200www.owendunn.com

Wellbody Aquatic Rehabilitation & Physical TherapyWilliam Alcala1530 El Camino AveSacramento, CA 95815(916)718-6445www.wellbodypt.com

Murray & Downs AIA Architects, Inc.Anthony Harris3025 Sacramento StreetPlacerville, CA 95667(530)626-1810www.murraydowns.com

Peck,EllieEllie Peck101 Simmons WayFolsom, CA 95630(916)989-5628

UPN 31 KMAX T.V.Matt Aaron500 Media Place

Sacramento, CA 95815(916)925-3100www.upn31.com

State Farm InsuranceDorothy Nash1075 Creekside Ridge Dr. Ste 280Rosevile, CA 95678(916)788-7843www.statefarm.com

Thank you for your referrals!

Gracias por sus referencias!

Alicia PagliereAna RojasCarmen MeeksCelia Cortez

Renewed Members Miembros Que Han RenovadoTHANK YOU! WE APPRECIATE YOUR CONTINUED SUPPORT

MUCHAS GRACIAS! A P R E C I A M O S S U A P O Y O

S A C R A M E N T O H I S P A N I C | M A R / A P R I S S U E6 7M A R / A P R I S S U E | S A C R A M E N T O H I S P A N I C

¡que tal!

Chambers of Commerce, although dedicated to their specific membership, frequently work together to find solutions to business and community issues that are common among their membership. The Sacramento Hispanic Chamber of Commerce is proud to be part of a network which is committed to serving the Hispanic community.

In January 2006, Jaime Rojas was named the new president/CEO of the California Hispanic Chamber of Commerce (CHCC). Mr. Rojas is a strong proponent of small business ownership and has extensive experience in all phases of the business process. He holds a Masters Degree in Public Administration as well as a Bachelor of Arts from the University of Southern California.

Here he shares his thoughts and vision for the CHCC, along with advice for all of the Hispanic Chambers throughout our state.

1) WHAT IS YOUR AGENDA AS PRESI-DENT/CEO OF THE CALIFORNIA HIS-PANIC CHAMBER OF COMMERCE?

My agenda is to first and foremost meet the various stakeholders that make up the fabric of the California Hispanic Chambers of Com-merce. The CHCC is fortunate to have an array of “investors” who not only come from the business sector, but also from leadership in both government and local communities.

By meeting and listening to these inves-tors, I can realistically assess the strength and weaknesses of the CHCC to further improve this great organization. The agen-da is simple: increase the value of mem-bership through the investment of current and future members and stakeholders in the CHCC. The Chamber then becomes a vehicle for business, government and community investment and participation which is able to connect to its stakehold-ers throughout the State of California and beyond. The agenda will be a roadmap that has the buy-in of not only its CEO and Board of Directors, but most importantly the membership they serve.

President/CEO of the California Hispanic Chamber of Commerce

An Interview with B Y K A R E N M C C O R D

2) HOW WILL YOUR GOALS BRING VALUE TO THE CHAMBER MEMBERSHIP?

My parents raised me with the belief sys-tem that in this great country anything can be achieved with hard work and persever-ance. My goal is to strive and achieve to be the very best in this position. This same goal of excellence is what I have for the CHCC and to be recognized as the best state Chamber in the country.

We are the voice of advocacy for Latino busi-nesses in the State of California, which rep-resents over 500,000 business “investors” and we’re growing. By providing investment resources and tools like procurement, mar-keting, business capital, access to policy makers, we immediately bring value and raise our stock to CHCC’s membership.

4) WHAT DO YOU SEE AS YOUR BIGGEST CHALLENGE IN SERVING THE CHAMBER MEMBERS?

The great State of California has much to offer with so many resources, opportuni-ties, and diversities. With this mind, I see my biggest challenge as appropriately serv-ing a diverse Hispanic business community. The CHCC is divided into four demographic regions, each with different needs. My suc-cess will be determined in part by meeting the needs of the various members. But this same challenge of diversity is also an oppor-tunity of growth and economic success.

5) HOW WOULD YOU LIKE TO SEE THE CHAMBER POSITIONED IN THE COM-MUNITY?

...in this great country anything can be achieved with hard work and perseverance.

3) HOW WILL YOUR PAST EXPERIENCE SHAPE THE DECISIONS YOU WILL MAKE IN YOUR NEW ROLE?

Before coming to CHCC, my career and background over the past ten years has been focused in government. Many of my past positions have been in government rela-tions and community outreach for large cor-porate companies, as well as small firms in Southern California. In the last three years, I was blessed by having the experience of running my own business as a government consultant working with various clients in government and business.

Growing up, I saw the importance of commu-nity involvement and its impact in shaping the communities we live in. Much of my work has been in developing relationships and connecting “bridges” of communication, so that individuals and communities can better work with one another and see the value and impact they each can create.

My past experience in developing relation-ships with various stakeholders for a com-mon good is very similar to the CHCC’s mis-sion. I hope to continue using my past to shape the future decisions of the Chamber.

I see the Chamber positioned as a voice and a leader of our Latino community. Latino Business investment into our communities is an investment into the future of our children and of this country. Economic empowerment is crucial in awakening the Latino “sleeping giant” and taking our community up to the next level.

6) WHAT PLANS DO YOU HAVE TO MOVE THE CHAMBER’S MISSION FORWARD?

The Chamber’s mission is to promote and lead the empowerment of Hispanic business. The CHCC’s goals, vision, and strategic plan are focused on ensuring the success of the mission of this organization. My primary role is to lead the organization in achieving its mission now and into its future.

7) HOW WILL YOU MEASURE YOUR SUCCESS IN THIS ROLE?

I will measure the success of my role through various tangible benchmark goals in areas such as membership, fundraising, and market visibility. But the most important measure-ment will be the feedback of our members and stakeholders. They will be my primary litmus test in evaluating my impact on the

9M A R / A P R I S S U E | S A C R A M E N T O H I S P A N I C

¡que tal!

EDWARD RAMOSNorth Valley Home Inspections

“Protect Your Investments”

ANGELA HERRERACapital Lending & Investments

“Educate the Community”

KEN MACIASMacias Gini & Company

“Showcase Hispanic Businesses”

NOREEN DIAZTravis Credit Union

“Community Outreach/Relationships”

PAUL GALINDOCapital Lending & Investments

“I Help People”

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the mission of the Chamber. At the end day, they will see if my impact added value to their membership investment.

8) WHAT DO YOU SEE AS THE THREE MOST PRESSING ISSUES FACING THE BUSINESS COMMUNITY?

The three pressing issues I see facing the business community are: access to capital, healthcare, and minimum wage. All three issues have a direct impact to many of the CHCC’s membership, particularly small business owners.

In each of these issues, businesses face cru-cial decisions that will impact then in one way or another. These issues will have a large role in maintaining economic growth in our California communities. The Chamber’s role is to guide our members through legislation and to educate elected officials and commu-nity leaders on its impacts to the business community. The business community real-izes that it must participate and bring its part to the equation of finding solutions that will create positive change.

9) HOW WOULD YOU LIKE CHAMBER MEMBERS TO WORK WITH YOU?

Like in any organization, involvement plays a key role to its future investment and suc-cess. In order for the Chamber to grow and develop, it members must play an ac-tive role. I invite current and future mem-bers to feel free to contact me and see how they can participate in seeing their business investment grow.

10) WHAT BOOK WOULD YOU RECOM-MEND TO CHAMBER MEMBERS?

A great book that I recommend my Cham-ber members to read is “Who Moved My Cheese,” by Dr. Spencer Johnson. It tells a great story of how it’s characters deal with change and the value of thinking “outside the box.” The business climate is always changing and successful business own-ers must think outside the box in order to survive and grow. I see membership invest-ment as a thinking outside the box approach to finding business solutions.

11) WHAT ARE YOUR PLANS FOR THE UPCOMING BUSINESS EXPO AND CONVENTION?

This year will mark the CHCC’s 27th Annual Convention and Business Expo, which will be hosted by the beautiful city of Sacramento. We are expecting a large turnout of business owners, government and community leaders looking to network and find opportunities for growth. We are planning great workshops and speakers that will cover an array of busi-ness issues and topics.

12) HOW DO YOU PLAN TO WORK WITH OTHER CHAMBERS OF COMMERCE IN CALIFORNIA?

The success of the CHCC is closely tied to the success of the other 64 Hispanic Chambers in California. In order to better serve our chambers, we have organized the CHCC into four regions, with each region having representation on the CHCC’s board of directors.

As I visit many of our local chambers, it is im-portant to listen and understand the needs of their members. We work together in various aspects and assist in their needs to better service the Hispanic business community.

13) WHAT DO YOU THINK CHAMBERS CAN DO TO HELP THEIR MEMBERSHIP?

As I stated as part of my agenda, we have to listen to the needs of members and then identify possible solutions to meet these needs. The Chambers can only grow if their membership grows. We must always be will-ing to think outside the box and advocate for the needs of our Hispanic business com-munity. By the same token, the membership must be involved in order to see their mem-bership investment truly grow.

14) WHAT PROGRAMS DO YOU THINK ARE IMPORTANT FOR CHAMBERS TO IMPLEMENT AND FOCUS ON?

Many members join their local chambers for a variety of reasons, but primarily to network with one another to grow their businesses. Education also plays a key role in develop-ing member involvement, which can include a slew of topics from marketing to human re-sources. Each chamber has different mem-ber needs and chambers must be able to listen and identify them.

KAREN MCCORD is the owner of Hill Mc¬Cord Communications, LLC. Services include creat-ing, writing, editing and designing both web and print-based marketing and business collateral. For more information, please con¬tact her at [email protected] or at 916.502.0268

JOSE M. RAMIREZ, M.D.

“We are a Family Medical Clinic dedicated to meeting the needs of our under served community.”

Board Certified Family Practice

Licensed Civil SurgeonImmigration Physicals andMedical Services

7600 Hospital Drive, Suite HSacramento, CA 95823Phone: 916.689.6160Fax: 916.689.3711

Visit us online atwww.immigrationexam.com

PRESIDENT’S LETTER CONTINUED FROM PAGE 6

HERE ARE SOME FACTS ABOUT SACRAMENTO HISPANICS:One in five people in the Sacramento area are Hispanic. In 2009, one in four people will be Hispanic. (Source: Nielsen Universe Estimates 2005-2006).

Sacramento area Hispanic households are younger and larger. A larger home increases the need for more goods and services. (Source: Sacra-mento 2005-2006 Nielsen Universe Estimates).

Sacramento area Hispanic income is on the rise. On average, Sacramento Hispanic household earned $62,535 in 2005. (Source: Hispanic Consumer Market in 2002 and forecasts to 2022. Sacramento DMA).

Sacramento area Hispanics currently have $15 Billion in buying power and expected to double in the next decade. (Source: Global Insight: 2005 His-panic Market Monitor).

84% of Sacramento area Hispanic households speak Spanish. (Source: 2005-2006 Nielsen Universe Estimates).

Therefore, even if you are not Hispanic; but, wish to target the Hispanic market—the Sacramento Hispanic Chamber of Commerce is a resource. Are you a member?

Diana BorroelSHCC President/CEO


business section

Hispanics are forming businesses faster than any other segment of the United States population, according to Hispanic Business. Like any business, they need to be aware of two of the biggest potential legal problems owners may encounter: discrimination and harassment in the workplace.

The standards of workplace conduct are changing so rapidly that many employers and employees are confused and do not know what conduct in the workplace may be a vio-lation of state and federal laws. What passes for perfectly acceptable behavior in a social setting can violate the law on the job.

That is especially true of sexual harassment. For example, showering women with “piro-pos” or complimenting them on their looks might be considered gallant in off-hours, but at work, it can be a huge issue leading to multiple legal problems.

A “piropo” is an ancient custom. It is a ver-bal expression of admiration generally from a man to a woman. Walking down the street a man will “throw piropos” to a woman. The “piropo” can be funny, romantic, or daring. Depending on the type of “piropo”, it could

hispanic businessesbe perceived as sexual harassment by the person complimented and/or by others who hear the remarks

While we sometimes think that we can’t dis-criminate among our own, discrimination not only cuts across ethnic and cultural lines, but also race, color, gender, religion, class, age, sexual orientation, disability and other pro-tected categories.

A complaint can be filed directly with the California Department of Fair Employment and Housing or the Equal Employment Op-portunity Commission without the boss or owner’s knowledge.

Being hit with a complaint or a lawsuit can be very expensive. Awards for age discrimi-nation average $219,000. Awards for sexual harassment have been as high as $3 million. This amount does not include attorney fees.

Ignorance of the law is no excuse. Even if the behavior itself is not considered outra-geous, businesses have been fined millions to “send employers a message”.

Although we hear about lawsuits against the major corporations, small and medium sized businesses are sued just as often. For a small business, even hiring a lawyer to fight a case or settle it—if they are lucky—can be financially devastating.

People do not set out to break the law. Train-ing employees in the nuances of discrimi-nation and harassment is the only way to prevent trouble—and avoid potential legal problems. Do not forget that if your line-employee base is mostly Spanish speaking, the training will be more effective, especially sexual harassment prevention training, if it is in Spanish.

ANDREA ROSA, a native Spanish-speaker, is an attorney and a member of the California State Bar. She is the founder and principal manager of The Rosa Law Group. She has over 20 years expe-rience as an attorney counseling employers and others in all areas of labor and employment law, conducting neutral workplace investigations and training in the areas of sexual harassment, dis-ability and other forms of discrimination. Call (916) 449-9681 for information.

discrimination, too need to be aware of

B Y A N D R E A R O S A , AT T O R N E Y AT L AW

THANK YOUTHANK YOUTHANK YOUTHANK YOUTHANK YOUTHANK YOUTHANK YOUTHANK YOUTHANK YOUTHANK YOU

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humility and gratitude that we reflect upon this relationship; the

foundation of Intra-Pacific Commercial, Inc.

Richard A. Ortiz

Established January 13, 1984

SHCC Member Since 1986

THANK YOU9254 Madison Ave • Orangevale, CA 95662

916.989.6700 • 916.989.3462 fax


The competition is inexhaustible! You real-ize your company has competition on every corner. How do you get the attention with your products and services? How do you sculpt a USP (Unique Selling Proposition) to grab the biggest market share and create a powerful image that separates you from the competition? You can apply “personal per-ception speculation” (your own judgmental opinion) based on what you think your client needs, but without specifically asking your client, you run the risk of jeopardizing your market position. As you develop your own USP, you will also assist your clients to do the same thing.

Unique Selling Proposition is a distinct ap-pealing idea that separates you and your company from the competition. USP should clearly address an obvious void in the mar-

ketplace. Spend time with your team to brainstorm and ask yourself this question: Why do clients come or don’t come to do business with you? You and your company must establish an appealing difference that clients can’t live without! Your USP should be composed of one benefit that is unique to your company.

SOME USP EXAMPLES: Rolex— “Quality Takes Time”Wal-Mart— “Always Low Prices, Always”Amazon.com—“Earth’s Biggest Bookstore”

When was the last time you surveyed your clients? It is critical to survey clients at a mini-mum, on an annual basis. It’s not what you think they want, it’s what they say they want from you as a PR firm. Invite your clients to a focus group and ask these questions:

business section

M O N I C A H A R T“a powerful image”

1. Why did you buy from our company and not the competition?

2. What is most important to you when you select a public relations company?

3. What benefits do you value most from our company?

4. What can our company do to increase the value to you?

THE UNIQUE SELLING PROPOSITION SHOULD FOLLOW THESE GUIDELINES:

1. Outward Focus—focus on what your client will get (win-win)

2. Target a specific group or niche’

3. Easy to understood and to retain

4. Offers an obvious benefit

5. Avoids Jargon

6. Integrates easily with your marketing materials—becomes your brand

The design of a USP for you or your client will fall into one of these categories: low price; high quality; superior service; size/selection; convenience; knowledge advice; recognized authority; customization/most options; speed; originality, first in the mar-ketplace; strongest guarantee.

MONICA HART, MBA, “The Market Coach” specializes in teaching and demonstrating cus-tomized real world marketing solutions. She is now a Senior Corporate Sales and Marketing Training for California State Automobile Associa-tion and their affiliate US auto clubs. Free sales and marketing tools at www.themarketingcoach.us (916) 591-8348

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business section

BECOME THE FEATURED MEMBERWe are currently seeking nomina-tions for our featured member sec-tion of the SHCC Magazine. To qual-ify please visit us online at sachcc.org and click on the Sacramento His-panic link for more details.

SEND US YOUR STORY IDEASThe Editorial Committee would like to hear from you! If you have a story idea or would like to submit an ar-ticle please contact our Production Manager by sending us an email at [email protected].

JOIN OUR MAILING LIST!Interested in receiving complemen-tary issues of the Magazine?If so visit us online at sachcc.org and click on the Sacramento Hispanic link for more details.

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INTERESTED IN ADVERTISINGFor information call Valentin Carrillo at 916.968.7083 or visit sachcc.org.

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THE OFFICIAL EVENT PHOTOGRAPHER OF THE SHCC 34TH ANNUAL BUSINESS AWARDS AND RECOGNITION BANQUET.

To view and purchase copies of these and other photos from the Banquet please visit www.BLACKDIAMONDPHOTO.com or call (866) 680-2272.

If you missed the SHCC 34th Annual Business Awards and Recognition Banquet, you missed out on our Big Surprise. If you haven’t heard, our Big Surprises was...Timoteo “El Charro Negro”.

For more information on what happened during this spectacular event please read our Chair’s Message on page 4.


Technology has revolutionized how organiza-tions hire people, from simplifying the posting of available positions, to building large candi-date pools online, to electronic scanning of resumes, to automated screening, testing and applicant management. The interview, meanwhile, has remained much the same—people sitting across a desk or conference table talking to one another.

Despite the growing role of technology in the selection process, there is little danger of the interview becoming a relic of hiring’s past. In-stead, interviews are becoming more efficient, as interviewers are spending additional quality time with higher-quality candidates, and more productive, as interviewers are able to gather better information, which is more valuable. Moreover, interviews now thoroughly collect and integrate data on the competencies most important to job success, making interviews more important than ever.

Now more than ever, employers need to be cautious during their interviewing processes. Interviewing is just not about asking qualifying questions. Nowadays, its about pre-screen-ing before the initial interview which will help the employer dive into the more conversa-tional systematic questions which involve

asking situational, behavioral and problem solving questions. This in return will help the employer see the future performance of the potential hire. In my ten years of experience, I have utilized the following basic rules when interviewing possible hires.

Listen: If you are talking for more than 20 percent of the time, you’re doing the inter-view wrong. You need to learn as much as possible about your potential candidate in order to obtain a better understand of the candidate’s skills, which means the candi-date needs to do more talking.

Build rapport: No matter how many inter-views candidates have done, there will always be some type of tension in the interviewing room due to nervousness. If the interviewer starts the interview by building rapport with the candidate, you’re more likely to obtain in-formation that you otherwise would not have, due to the mere fact that people will open up more to someone they feel comfortable with. Using a little bit of humor can also add comfort to the interview. Remember that you want the potential hire to leave with a good impression of your company.

Interviewing questions: Remember that whether you are using behavioral, problem

or situational type interview questions, never ask personal questions. Diving too deep in to a someone’s personal life can earn you time in a courtroom. Employers need to keep in mind that during their interviewing process the fol-lowing laws protect the applicants: Title VII of the Civil Rights Act, Americans with Disabili-ties Act, Rehabilitation Act, Age Discrimina-tion in Employment Act, Executive Orders, Civil Rights Act, Pregnancy Discrimination Act, Vietnam Era Veterans Readjustment As-sistance Act, Immigration Reform and Control Act, Uniform Guideline on Employee Selec-tion Procedures. The only reason to ask a few personal questions would be in the case of a BFOQ (Bona Fide Occupational Qualification. (For a free list of interviewing questions send email to [email protected])

Bona fide Occupational Qualification: The only time the employer may ask BFOQ ques-tions is when necessary to the normal opera-tions of the business or enterprise. This is gender, religion, or national origin.

Record what you hear: Not only should you take notes during the interview, spend time af-ter the fact writing a report that focuses on the theme, and the key points of the interview.

Interviews provide an opportunity to gauge candidates’ interpersonal skills, adaptability and initiative, as well as how they will dress and carry themselves in a work-related set-ting. The value of interviews can’t be un-derestimated. Just ask any hiring manager about those candidates who “looked good on paper,” but failed to impress during a face-to-face discussion.

M. CARMEN MEEKS, PHR is the Owner/Consul-tant of MCM Consulting LLC a Human Resources Company. Mrs. Meeks has ten years of “real world” management experience in the workforce industry and can be reached at (916) 435-9499.

This article is based, in whole or in part on infor-mation provided by Society for Human Resource Management (SHRM).

MCM Consulting LLC urges you to have all hiring processes reviewed by legal counsel.

employers should knowinterviewing tips

business section

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counsel’s corner

In previous articles of Counsel’s Corner, we discussed the importance of a sound business plan in order to operate a busi-ness in a competitive market. In this arti-cle we will examine key issues in business contracting that can help the business owner (i) achieve his/her business objec-tives in a commercial contract, and (ii) to protect against undue legal exposures in a commercial contract. If you have legal questions concerning the establishment or operation of a business, send them to “Counsel’s Corner” at the SHCC Office at 916-486-7700 or to www.sachcc.org.

UNDERSTANDING BUSINESS OBJECTIVES IN CONTRACTSIn addition to creating a sound business plan and selecting the proper choice for the for-

delivery before payment is due and under what standard does the buyer have the right to reject goods or services that are not acceptable? Which party accepts the risk that the goods or services will be lost or damaged before they are delivered?

• PAYMENT TERMS. What is the price for the goods and services that are delivered under the contract and when is that pay-ment due? Is there a specific invoice or bill that must be submitted by the buyer or seller in order for the payment to become payable? What is the time within which the buyer must pay for the goods and services and is there a late payment fee in the event that payment is not made on time?

• TERM AND TERMINATION. How long are the parties bound under the contract (or what is the term)? Do the obligations of the contract end after delivery of the good or services or is there an ongoing obligation to produce other goods and services and for what period of time must they be produced under the contract? How long does the seller commit to sell the goods or services at the price listed in the contract? Do the parties desire to cover a single business transaction or carry on a continuing busi-ness relationship and are price increases covered for future deliveries?

4. Timing. The timeframe within which a busi-ness contract must be negotiated is also a factor in determining whether to use a lawyer. There are circumstances in which the selection and retention of a lawyer may compromise the ability to complete contract negotiations. However, a busi-ness owner should exercise caution to as-sure that adequate preparation and analy-sis of a business contract is undertaken before it is executed and legal obligations are assumed. Indeed, it is often better to do something right than to do it fast.

5. Availability of Resources. Another obvious consideration in the selection of a lawyer is the availability of resources to pay for such legal support. Legal resources can be ex-pensive and lawyer’s fees can increase the cost of entering into a business contract.

• AUTHORITY TO COMMIT. Has the busi-ness owner adequately investigated the party with whom he/she is going to con-tract? Is that party legally formed and financially capable of committing to ob-ligations outlined in the contract? Is the person representing a party in the nego-tiations authorized to commit that party to obligations of the contract?

• INSURANCE AND INDEMNIFICATION. Are goods or services required under the contract covered by insurance? Are activi-ties required by the parties to the contract covered by insurance? What types of insur-ance and what coverage limits are appro-priate for the business risks to be assumed by each of the parties under the contract? Should the parties seek indemnification (or contract legal protection) from the other party for risks that are in the contract but are not covered by insurance?

• DISPUTES RESOLUTION. Do the par-ties wish to create their own process for disputes that arise under the contract or simply use the courts to resolve such dis-putes? In what location and under what law should the disputes be resolved?

Understanding these key business objec-tives before entering into the negotiations of a business contract will help the business owner to better achieve his/her business goals from the contract and help to avoid problems with the business relationship in the future. Business owners should not shy away from negotiating important details in the contract as these negotiations can help to avoid misunderstandings between the parties to a contract and help build a strong working relationship between them.

DO YOU NEED A LAWYER TO NEGOTI-ATE A BUSINESS CONTRACT?After the business owner has prepared him/herself to negotiate a business con-tract, the next question is whether such business owner should engage an attorney to assist him/her to negotiate or to docu-ment the business contract. There is no simple answer to this question, as there are a variety of considerations that should be taken into account before a business owner decides to engage legal counsel to assist or to represent the business in contract ne-gotiations. In general, these considerations include the following:

1. Sophistication of Business Owner. One of the most significant considerations in the decision as to whether to engage a

getting it right the first time

a businesscreating

contract:B Y: L AW R E N C E B . G A R C I A , E S Q .D I E P E N B R O C K H A R R I S O N

mation of a legal entity, one of the most im-portant decisions that a business owner must make is entering into business contracts. Whether such contracts are with suppliers, landlords, or customers, the terms of each business contract can have a significant im-pact on the success or failure of the business enterprise. Moreover, there are no “bullet-proof contracts” that can protect a business owner from all risks and that are to be used in all business relationships. Rather, a business contract is generally the written summary of the key terms of a business relationship that defines the rights, duties and allocation of business risks between the parties. Because it is generally the business owner, and not the lawyer, who knows best the business objectives of a business, it is important that a business owner invest some time in really understanding how to negotiate a business contract. In general, several business factors should be considered in the negotiation of a business contract. These factors include:

• DELIVERABLES. What goods or services are going to be bought and sold in the contract and how many good and ser-vices are to be sold under the contract? What are the qualifications of the seller to provide the goods details of how the goods or services are to be delivered and who has responsibility for delivery? Does the buyer have the right to approve each

lawyer to assist in the negotiation of a business contract is the level of comfort the business owner has about his or her ability to understand, articulate and nego-tiate a business contract so that his/her business objectives are met and the busi-ness is protected. It is important to note that a business owner can learn from us-ing a lawyer in the contract negotiations and then use the benefits of that experi-ence and contract documents to better prepare it for future contract negotiations in which a lawyer will not be needed or where the lawyer’s role can be reduced. In the event that a business owner de-cides to represent him/herself in the ne-gotiations of a business contract, he/she may still want to consult with an attorney to help prepare for such negotiations.

...there are no “bulletproof contracts” that can protect a business owner from all risks.

2. Relationship with Contracting Party. Anoth-er consideration in the decision to engage a lawyer is the relationship between the con-tracting parties. Where a business owner has a long-standing business relationship with another business that operates under a contract may suggest that the role of a lawyer is not as great. Also, if the business contract that will be negotiated is a “form” contract, there may not be a meaningful op-portunity to negotiate each of the elements of the contract, which further suggests that the use of a lawyer may not be a helpful.

3. Content of Business Contract. When a new or critically important business re-lationship is under negotiation, then the terms of the business contract may be critical to the success of the business. The key terms of the business relation-ship may present significant legal risks or require a substantial investment by the business owner. Under such circum-stances it is advisable to engage a lawyer to either assist or represent the business in such an important set of contract ne-gotiations. Alternatively, a lawyer can be used in the “background” to assist the business owner in reviewing and under-standing the business risks of a contract and suggesting language to help protect the business or to provide clarity of obli-gations in the contract document.

Business owners can negotiate their fees to include favorable billing rates, fixed fees and other fee arrangements that make the support or representation more afford-able. Perhaps most important is the es-tablishment of a relationship with a good business lawyer who can help provide the amount of legal support needed for a given business contract and wants to help con-tribute to the success of the business.

The business contract can be of the most important tools available to a business own-er to help advance the success of his/her business. However, entering a bad busi-ness contract can expose the business to significant business risk that can result i n legal liability that can compromise the per-formance of a business. A prudent business owner should not only prepare him/herself for the negotiation of a business contract, but assemble the proper resources to sup-port the contract negotiation process.

DISCLAIMER: This discussion is general in nature and is not intended to and does not create an at-torney/client relationship. This discussion should in no manner be relied upon nor construed as legal advice, particularly since most legal outcomes are highly dependent on the facts of a particular case or situation. This discussion is provided on the condi-tion that it cannot be referred to or quoted in any le-gal proceeding. The reader is strongly urged to con-sult with a lawyer for legal advice and with a financial advisor for financial advice on these matters.


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The two major markets where stocks are bought and sold are the New York Stock Exchange, and the Nasdaq Stock Market. While the idea is the same (trading stocks), and both provide the same result (you can buy and sell at either one), the methods by which they go about it are very different. First, some background information might be helpful.

The first stock exchange in America was actually organized in Phil-adelphia in 1790. But the center of market action drifted over the years, and the traders who met every day under the buttonwood tree on Wall Street adopted the name New York Stock Exchange back in 1817. The NYSE eventually evolved into a private association that sells memberships, or seats, permitting brokers to trade on the ex-change. Generally, the cost of a seat rises and falls with the market. Considered a “traditional” exchange, the NYSE provides not only the physical location for stock trading, but also the rules for how its trades are handled. The exchange does not, however, have any say in setting the price of any given stock. The price is set by the trading process, and follows the law of supply and demand. The type of trad-ing that occurs on the floor of the NYSE is referred to as “auction style.” This means that in every transaction, stock is bought for the lowest price or sold to the highest bidder.

While there are hundreds of brokers roaming the floor at the NYSE filling stock orders, the people known as specialists are an important fixture on the exchange. Acting as brokers to the brokers, specialists maintain order in the market. The floor brokers bring their orders to the specialists, and they process transactions as buy and sell orders move in response to price changes.

The Nasdaq opened in 1971 as the world’s first electronic market. Unlike a traditional exchange, the Nasdaq Stock Market does not have a central trading floor. This market consists of an advanced tele-communications and computer network run by the National Associa-tion of Securities Dealers (NASD).

Trading on the Nasdaq happens in an open market, multiple dealer sys-tem. Many different market makers – dealers who stand ready to buy or sell large quantities of specific securities – compete to handle the hundreds, even thousands of transactions that occur in each individual stock. This market system is a sharp contrast to the traditional ex-change system found on the NYSE, in which the majority of buy and sell orders in a particular stock still go through the floor of the exchange.

While the NYSE is venturing into the world of electronic trading, the specialists and the brokers on the floor still play a major role in trad-ing, keeping a human element in much of the process.

While this is just an introduction to the action that takes place at the NYSE and the Nasdaq, hopefully it will give you a better under-standing of how these two different systems work. When it comes to investing, stocks are usually one of the basic building blocks of a typical investment portfolio. The more you know about how those stocks are traded, the better prepared you’ll be to make educated investment decisions.

A.G. EDWARDS generally acts as a broker-dealer, but may act as an investment advisor on designated accounts, and the firm’s obligations will vary with the role it plays. When working with clients the firm generally acts as a broker-dealer unless specifically indicated in writing. To better understand the differences be-tween brokerage and advisory services, please consult Important Information About Your Relationship With A.G. Edwards on agedwards.com/disclosures. This article provided by A.G. Edwards & Sons, Inc. Member SIPC.

Now that the stock market has successfully recovered from a prolonged bear market, more and more people are interested in investing in stocks again. If you’re one of the many who have decided to take a closer look now that things seem to be doing better, you may be wondering where you need to go in order to purchase equity securities. After all, you may be thinking, aren’t there two big markets I can buy stocks from?


for us. These local businesses and the taxes they pay help fund local bonds too.”

Keeping business local helps to keep the lo-cal economy strong, leading to more pride and motivation associated with having a job with a local employer, fewer local people on welfare, lower crime rates, and many other positives, according to Pardun.

Many local and county agencies offer incen-tives to businesses that locate in their areas; ranging from tax incentives to other benefits for being located in an Enterprise Zone, such as reduced utility bills and access to local workforce screening and hiring help.

As for what helps keep a company competi-tive locally, Pardun said that establishing con-tacts is important.

“I think what keeps people in the mix are per-sonal contacts,” he said. “A lot of people, like chambers of commerce, are very supportive of their own members. They tend to support their own. That’s a very positive thing.”

So why do some companies decide to pick up and leave the Golden State, with its at-tractive weather, beautiful landscapes and unmatched recreational activities?

“There are a lot of factors,” said Pardun. “It used to be that workers’ comp rates were too high. But those rates have come down dramatically. The cost of doing busi-ness is a factor. Environmental regulations are another factor.”

Pardun said that perhaps the biggest hitch when it comes to trying to keep business local is construction projects. Many times, companies look to out-of-state contractors for things such as the design process, and they may not be as familiar with local codes and regulations. The process of bringing these outsiders up to speed requires some time and can be an extensive process, prov-ing to be a hindrance for a company that wanted to save money by looking outside the area to meet its needs.

“It’s a process to spend time to get companies up to speed,” said Givans. “It can be a little bit of a challenge.”

To help businesses deal with permitting issues, Sacramento County offers free and confidential help at its Business Environmental Re-source Center. The center has experienced staff to help businesses with various existing issues, and they will take time to walk people through the process. Several of the staff members are former execu-tives who understand the regulatory and permit processes and are able to give accurate advice.

“We ensure there are no surprises when people come in and need to deal with the county and are trying to operate county-wide,” said Pardun.

Workforce development has definitely become a key issue for any jurisdiction, due to the fact that the strength of the local economy and labor market relies on a skilled, trained workforce.

Here in Sacramento County, there are a wide variety of support ser-vices and options for businesses, from the Economic Development Department to the Workforce Investment Board (WIB), Los Rios Community College District, SACTO, local chambers of commerce and START (Sacramento Training and Recruitment Training).

Even local business magazines experience the impact of trying to keep business local.

“Most of the advertisers in our magazine are advertising to try to get local people to do business with them,” said Douglas Curley, Editor in Chief of Comstock’s Magazine.

“There are instances where companies go outside of the region, and that ends up hurting all of us,” said Winnie Comstock-Carl-son, President and Publisher of Comstock’s Magazine. “We choose to keep it local because that’s a big chunk of our adver-tisers (local businesses).”

Comstock-Carlson pointed out that there are many businesses based here whose products and services are not specifically geared for the local market.

“But that is kind of the flip side of it. There are some businesses where their prime revenue source is not local.”

Ever since its first issue was published 17 years ago, Comstock’s Business Magazine has always been published locally. Today it is pub-lished by Sacramento’s own Commerce Printing.

“Some would probably say it is not good business practice for our bottom line, but we look beyond the bottom line,” said Comstock-Carlson. “We think we will come out ahead and we are proud to do business locally. When it comes to keeping business local, it’s almost a cycle of life. We’ve all got to help each other.”

MIKE GARCIA is Sacramento office manager and Senior Account Executive for Desmond McLeish, Inc., a full-service public relations firm with offices in Sacramento, Corona and Costa Mesa. Garcia can be reached at (916) 446-6831 or [email protected].

KEEPING BUSINESSES LOCAL IS NOT ALWAYS EASY, BUT CAN PROVIDE AN IMPORTANT BOOST TO COMPANIES AND THE LOCAL ECONOMY

Office: 916.752.6676Fax: 916.331.5381Email: [email protected] Lic. 845977

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business section

BY MIKE GARCIA

In Sacramento County, there are 60,000 small to large size companies, according to the Sacramento County Economic Develop-ment Department. Considering that and the fact that California has the world’s sixth larg-est economy, it looks like this is still consid-ered the “Golden State” by businesses.

“In Sacramento County, with its highly trained labor force and strong economy, when you stack us up you will find we are very competi-tive compared to other regions,” said James Pardun, Director of the Sacramento County Economic Development Department.

When asked if keeping business local is im-portant, he responded, “Absolutely. Your quality of life depends on it. Sales tax and property tax drive quality of life. Depending on other factors, manufacturing can add or multiply jobs and lead to a high quality of life.

Troy Givans, Senior Planner in the Sacra-mento County Department of Economic De-velopment & Intergovernmental Affairs, add-ed, “Keeping business local is a high priority


applicants and will gladly answer any ques-tions you have.

Tip #2: Put Your Best Foot Forward Make sure your Fair booth or stand is de-signed and presented in a professional, aes-thetically pleasing way. The State Fair ad-heres to very rigorous standards for booth presentation, cleanliness and overall appeal. Public health is also a major consideration. All concessionaires are required to follow all Health Department guidelines, including be-ing Food Safety Certified.

Tip #3: Provide a Great ProductThe State Fair uses a number of criteria to judge its applicants. The final selection pro-cess is guided by three things:

• PRODUCT DIVERSITY: bring something new and exciting that will make the Fair and the fairgoers very happy.

Each year, many local and small business owners inquire about how they can get in-volved and bring their business to the Fair. The State Fair Commercial and Concessions Department offers the following tips for get-ting your business to the top of the list.

Tip #1: Know What You’re Getting IntoThe California State Fair lasts for 22 fun-filled days, from August through Labor Day and welcomes approximately one million people each year.

While the Fair is fun, working there isn’t easy. Putting on a 22-day event takes tireless dedi-cation and commitment. Be prepared for long hours, hot days and a lot of work.

If you are just starting your operation and feel you can meet all the requirements, but might need a little help … apply anyway! The State Fair is eager to work with its commercial and concessions partners and

Even though the holidays are over, there is still time to make a meaningful addition to your 2006 resolutions – save energy! Our track record so far is proof-positive that energy efficiency is good for the economy and good for the environment. In 2005 alone, Californians saved more than $440 million in energy costs, freeing capital to build our businesses, pay for school sup-plies and improve our infrastructure.

Equally important, saving energy reduces carbon dioxide emissions, a leading cause of global climate change. Natural disas-ters in the past few years such as Hur-ricane Katrina and the Tsunami in South East Asia have directly affected our fami-lies and friends, leaving many of us feeling overwhelmed and confused about how to help. By understanding the role of carbon dioxide emissions in these catastrophes, we can take incremental steps today to prevent future damage.

Increased carbon dioxide emissions – cre-ated through the combustion of fossil fuels in transportation and energy production -- leads to extreme heat and droughts, ris-ing sea levels, and higher-intensity tropical storms. These factors threaten the livability of our cities in summer, our coastal prop-erty and resources (including oil supplies, as we saw in 2005 with Hurricane Katrina), and the productivity of our farms, forests, and fisheries. In 2005, worldwide weather-related natural disasters cost more than 200 billion dollars in economic losses, mak-ing last year the costliest year on record.

Energy savings in 2005 cut reduced emis-sions by 3.04 billion pounds, removing the equivalent to more than 265,000 passen-ger cars from the road. Our investments

protect our environmentE N E R G Y M A T T E R S : E N E R G Y E F F I C I E N C Y

in energy efficiency today will cost far less than rebuilding California’s infrastructure after weather damage or pay for scarce fuel supplies.

To help businesses, schools, cities, farms and residents become more energy-efficient – and perhaps move towards carbon-neu-trality - California’s utilities will invest more than $2 billion in energy efficiency over the next three years. The majority of this invest-ment is the form of funding and services that residents and businesses owners can access to help lower their bills and emis-sions. The result will be more than $5.4 billion in energy-cost savings, elimination of the need to build three 500-megawatt natural gas power plants, and reduction of carbon dioxide emissions by more than 9 million tons per year by 2013 (equivalent to taking 1.8 million passenger vehicles). The state is also helping Californians invest in renewable energy generation -solar, wind, water, etc.- and just approved $2.9 billion in solar power rebates for the next decade!

Simple energy efficiency changes can be made in the home and at work. In the com-ing year, why not make a resolution to install ENERGY STAR qualified products, such as compact fluorescent lamps (CFL), clothes washers and dishwashers. CFLs use 66% less energy than other lights and last 10 times longer.

In the coming year, Flex Your Power will con-tinue to provide information to help you save energy including identifying energy-saving opportunities, securing financing, negotiating retrofit projects with landlords, and choosing the right technologies. California’s economy and population will continue to grow. Togeth-er, we can ensure our communities benefit.

save energy new year’s resolution:

• PRODUCT DEMAND: make sure what you’re proposing is something consum-ers will want. The more they want it, the more they’ll buy it and the more success-ful you’ll be.

• PRODUCT QUANTITY: the Fair attracts tens of thousands of visitors each day. Make sure you have enough product and staff power to meet that potential demand.

Hundreds of exhibitors and concessionaires apply year after year and there is limited space available. But don’t let this deter you. As long as you’re prepared to meet all the requirements and have a great product you want to share, then you have a better than average chance of being selected.

THE 2006 CALIFORNIA STATE FAIR runs from August 11 through September 4. The 2006 priority filing date has already passed, but applications are still being accepted. For more information, please visit the California State Fair website at www.bigfun.org or call Virgil Talbott, Commercial and Concessions Manager, at 916-263-3155.

SACRAMENTO, CAFOR MORE THAN 150 YEARS, THE CALIFORNIA STATE FAIR HAS BEEN PROVIDING ITS GUESTS WITH THE HIGHEST QUALITY FOOD, PRODUCTS AND FUN.

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Dear Amigos,

There are many occasions throughout the year when we want to buy a gift for a busi-ness colleague or take someone out to celebrate a life event. We spend a good amount of time at work and the occasions of holidays, weddings, new babies and re-tirements come up. While there is no hard fast rule on gift giving in the office, you still must use good judgment and taste. Do re-member that Members of Congress can-not accept gifts with a value of more than $50.00. I would recommend not sending fruit or chocolates because it will take a long time to get to the Member and will go through extensive screening machines.

While a company executive may receive many wedding invitations from his various employees throughout his career, he is not obligated to attend, nor give a gift to the employee. However, he probably will want to attend or send a gift to the wed-ding of his closest staff. Remember that if you attend a wedding, the newlyweds are probably footing at least $50.00 a person for you and your guest to attend, so do not be cheap.

Birthday parties in the office are always nice, but don’t make someone uncomfort-able if they cannot contribute towards a gift. Never obligate everyone to pay for a gift you purchased on your own without their consent. Everyone should be allowed to sign the card. It is always nice to take your co-worker out to lunch instead of buying a gift. The guest of honor should not pay for their own meal. Nor should you split the bill in eight if someone merely ordered salad and water, while you ordered steak and two cocktails. It would be wise for the coordina-tor or the secretary to ask the boss ahead of time “who will be buying?” and make it clear to the staff ahead of time.

I worked for one agency where the executive office took up collections for the Red Cross every year. The collection was based on how much you made monthly, so those making $2,500 a month paid more than those mak-ing $1,400 a month. While I do not know if this is legal, I personally felt it was wrong. Who is to say that the person making more does not have more dependents and maybe already gave a used clothing or furniture do-nation. I don’t know about you, but I go to work to make money, not spend money.

I Z A B E L L E P O N C E S I M M O N S

WHY BOTHER? DISASTERS DON’T HAPPEN HERE.Even if you think you are not in a disaster-prone area, something like a chemical tanker truck overturning can prevent you and your employees from getting to your facility. Even if a flood doesn’t put your business under wa-ter, customers and supplies may not be able to get to you.

Power outages, brown-outs or surges can affect your daily business operations. Many disasters, like wind storms, tornadoes and earthquakes, can strike quickly and with little or no warning.

WHAT CAN I DO?Find out which natural and technological haz-ards can happen in your area. Get information about how to prepare your employees and clients to respond to possible hazards and provide help. Disaster safety information and CPR/first aid training are available from your local Red Cross chapter. Network with others who have or need to develop risk or contin-gency management plans. Attend seminars and get information from local risk manage-ment associations or chapters.

DISASTER RECOVERY BEGINS BEFORE A DISASTERNo business should risk operating without a disaster plan. While reports vary, as many as 40 percent of small businesses do not reopen after a major disaster like a flood, tornado or earthquake. These shuttered businesses were unprepared for a disaster; they had no plan or backup systems.

When you start to develop your disaster plan, consider three subjects: human resources, physical resources and business continuity.

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• Stock a minimum supply of the goods, ma-terials and equipment you would need for business continuity.

• Consult with your insurance agent about precautions to take for disasters that may directly impact your business. Remember, most policies do not cover earthquake and flood damage. Protect valuable property and equipment with special riders. Discuss busi-ness continuity insurance with your agent.

• Keep emergency supplies handy, including:- Flashlights with extra batteries.- First aid kit.- Tools.- Food and water for employees and cus-

tomers to use during a period of unex-pected confinement at your business, such as if a tanker truck over-turned near-by and authorities told everyone in the area to stay put for an extended period.

REDUCE POTENTIAL DAMAGEPrevent or reduce disaster damage in your fa-

cility by taking precautions, such as:• Bolting tall bookcases or display cases to

wall studs.• Protecting breakable objects by securing

them to a stand or shelf using hook-and- loop fasteners.

• Moving to lower shelves large objects that could fall and break or injure someone.

• Installing latches to keep drawers and cabinets from flying open and dumping their contents.

• Using closed screw eyes and wire to se-curely attach framed pictures and mirrors to walls.

• Using plumber’s tape or strap iron to wrap around a hot water heater to secure it to wall studs.

Gift giving with “corazon” and thought.

You should also consider having a pro-fessional install:

• Flexible connectors to appliances and equipment fueled by natural gas.

• Shutters that you can close to protect windows from damage caused by de-bris blown by a hurricane, tornado or severe storm.

• Automatic fire sprinklers.

PROTECT YOUR EMPLOYEES, CUSTOMERS AND BUSINESSDesignate one employee from each work shift to be the safety coordinator. This person will make all decisions relating to employee and customer safety and to the safety of the business itself. Safety coor-dinators should know how to contact the owner or operator at all times.

Everyone in your facility should know how to prepare for a disaster and what to do if a disaster occurs. Contact your local Red Cross chapter for specific in-formation about how to stay safe in a tornado, earthquake, fire, flood, hurri-cane or other hazard.

If you would like more information on how you can prepare your office for a natural disaster, please visit the America National Red Cross Website at www.redcross.org.

natural disastersat any moment

can occur

P R O V I D E D B Y T H E A M E R I C A N N AT I O N A L R E D C R O S S

is your business prepared for the unthinkable?

Think about how a disaster could affect your employees, customers and workplace. Think about how you could continue doing business if the area around your facility is closed or streets are impassable. Think about what you would need to serve your customers even if your facility is closed.

START BUILDING YOUR PLAN NOW.Here are some suggestions your may want to consider:• Keep phone lists of your key employees

and customers with you, and provide cop-ies to key staff members.

• If you have a voice mail system at your of-fice, designate one remote number on which you can record messages for employees. Provide the number to all employees.

• Arrange for programmable call forwarding for your main business line(s). Then, if you can’t get to the office, you can call in and reprogram the phones to ring elsewhere.

• If you may not be able to get to your office quickly after an emergency, leave keys and alarm code(s) with a trusted employee or friend who is closer.

• Install emergency lights that turn on when the power goes out. They are inexpensive and widely available at building supply re-tailers.

• Back up computer data frequently through-out the business day. Keep a backup tape off site.

• Use UL-listed surge protectors and battery backup systems. They will add protection for sensitive equipment and help prevent a computer crash if the power goes out.

• Purchase a NOAA Weather Radio with a tone alert feature. Keep it on and when the signal sounds, listen for information about severe weather and protective ac-tions to take.

[do not] split the bill in eight if someone merely ordered salad and water...

Upon retirement it is appropriate for the company to present the retiree with a nice gift they can cherish. Remember that the employee is going through mixed emotions of sadness and glee during this time in life. A few ideas include a brass plate with the employee’s dates of service on a set of golf clubs, fishing pole, photograph of the re-tiree with his colleagues framed, painting of the retiree’s portrait or a good quality gold watch. It would be rude to not be in the office on an employee’s last day to wish him well. So remember to do business with “corazon” and gift giving with thought.

MS. PONCE is the small business-owner of Mad-am Izabelle’s School of Etiquette. She teaches class at Woodland Adult Education, offers Busi-ness Etiquette Workshops and Children’s Tea Par-ties. Call (530) 666-2424 or (530) 383-2130 for more information.


With over 900 Alcoholic Beverage Control (ABC) Licensed estab-lishments within the City of Sac-ramento, Chief Albert Nájera and the members of the Sacramento Police Department continue to support thriving, responsible busi-ness, through education and en-forcement. The Sacramento Police Department’s Alcoholic Beverage Control Unit operates under a grant that was awarded by the State ABC in July of 2005. The Sacramento Police Department’s two ABC Li-aison officers work in partnership with State ABC Investigators.

Education is accomplished a num-ber of ways. The Sacramento Po-lice Department and ABC conduct Informed Merchants Preventing Alcohol-related Crime Tenden-cies (IMPACT) Inspections at lo-cal businesses. This is a business friendly way for officers and store employees to meet and discuss ABC laws. The inspections are informative and provide business owners with a list of violations, if any. The businesses are given a

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B Y: A L B E R T N Á J E R A , S A C R A M E N T O C H I E F O F P O L I C E

beverage controleducating the business community

alcoholic

reasonable amount of time to correct any noted violations to ensure that they are within compliance.

In addition to the use of inspections, the Sacramento Police Depart-ment and ABC provide Licensee Education on Alcohol and Drug (LEAD) classes throughout the year. These classes are free to busi-nesses and are designed to educate business owners and employ-ees on various ABC laws.

There are several enforcement operations that are routinely con-ducted throughout the City of Sacramento. The most common type of enforcement is the Minor Decoy Program. During minor decoy operations, people under the age of twenty are sent into various ABC licensed businesses, where they attempt to purchase alcohol. This is done to randomly check compliance and make sure the busi-nesses that sell alcohol are compliant with state laws, thus prevent-ing the illegal sale of alcohol. To date, there have been 368 businesses that have been visited with a minor decoy within the last six months. Of these businesses, 90 have sold alcohol to the minors, resulting in a 24.5 % non-compli-ance rate. The employee that sold alcohol to the minor is issued a criminal citation that may result in a fine up to $1,000. ABC also takes administrative action against the licensee, which may result in a fifteen day license suspension or up to a $3,000 fine for a first time offense.

The next LEAD class will be held on March 28th, 2006. For additional information or to sign up for the LEAD class, please contact the Sac-ramento Police Departments ABC Liaison Unit at (916) 433-0704.


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