Business Monthly - December 2010

INSIDE: Goal Setting | Chamber Accomplishments in 2010 | Financial Column | Business Expo Photos | More
Volume 10 | Number 11 | Dec 2010/Jan 2011 | $4

INSIDE: 2010 Vote Records | Chamber Accomplishment in 2011 | Financial Column | Business Expo Photos | More
Volume 10 | Number 11 | Dec 2010/Jan 2011 | $4
Volume 10 | Number 11
Dec 2010/Jan 2011
Table of Contents
Feature Stories
Page 12
Your Greater Corona Valley Chamber of 4
Commerce: Looking Back on 2010, and
Moving Forward into 2011 On the Cover
SMART Goal Setting for Business 10 Now is the perfect time to review the
past year and gear up for an even better
Why Use Social Media? 12 2011! Inside this issue, you’ll find
Connect Marketing & Sales Teams 14 many ideas for increasing your
for a Stronger Link to Success business’ success.
Page 16
Business Expo 16 Cover photos:
© Andres Rodriguez | Dreamstime.com
Membership Recognition Luncheon 22 © Bruce Parrott | Dreamstime.com
Payroll Update 25
Join us on Facebook
Follow Us on Twitter
Monthly Articles
Page 21 Message from the Chairman 3 Allan Borgen’s Restaurant Review 21
Message from the President 5 Technology Bytes 24
Legislative Update 6 Financial Column 26
Building Business Relationships 8 Legal Opinions 28
Long-Time Chamber Member 18 Calendar of Events 30
Anniversary Recognition 19 Business Archive 32
New Chamber Members 19 Referrals 32
New in Town 20
Page 22
Publication Staff
2010 Publications Committee Jason Kimes, Chairman
Publisher BrandLand Marketing
Advertising Sales Casie Tryon Linda Carlberg Jim Dorsey Bobby Spiegel
Pam Cunningham Stephanie Shapiro Casie Tryon
Printing/Mailing Advantage Mailing
Business Monthly is owned and published by the Greater Corona Valley Chamber of Commerce, which is solely responsible for its content. It is mailed
to all Chamber of Commerce members and to all non-member Corona, Norco and Eastvale businesses. Total circulation: 9,000 copies. For information
about advertising, call the Chamber at (951) 737-3350.
2 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

MESSAGE FROM THE CHAIRMAN
Kerry Pendergast
Anatomy of a Successful Strategic Plan

Iadjusting,
n business, the process of planning,
reviewing and redrafting is never
Critical Factors how it is executed and put to action. The first
step is identifying who is going to be account-
a one time or one day effort. Just like an For most businesses, at the top of any list is able for each critical component of the plan.
experienced car driver, a business leader must the growth of revenue and profit. By taking a Departments and managers must clearly
constantly monitor the dashboard and the hard look at this year’s results, you should set understand the objectives of the plan, along
traffic and road conditions to steer the a goal that can easily be embraced/committed with the benchmarks that will be established
business away from hazards and toward its to by the whole company. Revenue and profit to help keep them on track. In the planning
destination. Planning is then akin to having a are relatively easy to communicate, because stage, you many not be able to determine the
road map that clearly shows where the target they are usually based on quantifiable best strategies and tactics that will be needed
or the objective is. Clear-cut objectives can be numbers. Some other factors are also as to deliver the necessary results, so you may
established any time of the year, but the dawn critical, but they do not lend themselves to want to leave room for creativity and flexibility.
of a new year gives you the added benefit of easy assessable measurements. For example, Lastly, please don’t forget to use the various
starting fresh and perhaps revisiting, in whole “customer satisfaction” is very critical in resources that are available to you through
or part, the roadmap you established for your achieving the stated revenue and profit The Greater Corona Valley Chamber of
business or organization in the prior year. figures; therefore we have to be able to Commerce. Part of implementing and
It also provides you with the opportunity to somehow quantify the level of customer executing your strategic plan should include
be more ambitious and to take bolder action, satisfaction and take the necessary steps if networking, which provides you with the
if the circumstances warrant it. expectations are not being met. The same can opportunity to expose your business to a large
be said about other vital factors such as number of potential clients.
Now is an excellent time to review your “quality” and “productivity.”
company's 2010 results and to plan for the Here’s to your success!
coming year. At this point, it’s too late to do Implementation
anything about the past, but valuable data and The measure of any business plan should not - Kerry L. Pendergast, Chairman of the Board
tremendous lessons from mistakes that we be based on how good it looks on paper, but
might have made can be used to shape our
future direction. That is why reviewing the
current year’s performance objectively should BECOME A Join our 900-plus members and see for yourself
be the first step toward outlining a great plan GREATER CORONA why it’s the best business investment you
VALLEY CHAMBER can make to grow your business!
for the coming year. The quantifiable results
tell us what is most likely to happen next, MEMBER TODAY! Call Chamber at (951) 737-3350
unless we do something to correct or boost
the current trends. Therefore, it really pays to
be brutally honest with yourself and to ask the
tough questions. What did you do right; what
should you do more of; and what worked?
What did you do wrong; what should you stop
doing; and what did not work?
A typical approach to planning is to increase
or decrease the previous period’s numbers by
some acceptable percentage. This may be
based on economic factors, industry standards
or other indexes; however, coming up with a
number and applying it across the board is not
necessarily a good idea. As business leaders
you know your business and your customers
more than anyone else. You should use that to
your advantage and customize your numbers
and incorporate them into your plans for next
year. Whatever you do, what really matters is
what impact these goals and objectives will
have on the critical business factors within
your business.
Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 3

Your Greater Corona Valley Chamber of Commerce:
Looking Back on 2010, and Moving Forward into 2011
by Stephanie Shapiro
The past few years have proven to be a trying time for business, and those members. Those with upcoming events can submit their calendar entries
who have been weathering the storm have seen improvements in the econo- online, and they can also log into a members-only portal, which allows our
my over the latter part of the year. While not yet back to where we started, the members to add or remove representatives, update contact information, and
current trend has us optimistic about where we’re headed. As your local post job openings, social media pages, hot deals, and more, any time of the day
Chamber of Commerce, our goal is to lead business toward success by or night. Invoices can be paid and member records can also be managed.
setting a positive example ourselves. We have not been without our trials and
tribulations as well, and the entire staff has been working diligently to pro- September marked our first structured membership drive in over a decade,
mote our members and this wonderful community we all enjoy living, work- and brought 65 new members into our Chamber family. We partnered with
ing, and playing in. Your Chamber Connection, a Dallas-based business whose sole focus is to grow
Chambers of Commerce. Over 100 volunteers stepped in to make calls and
To achieve the 2010 Key Initiatives of (1) Marketing; (2) Expansion; and deliver membership packets, and the three-day event we hosted at the Fender
(3) Membership Development set forth at the 2009 Strategic Planning Center and Eagle Glen Golf Club proved to be a great success. The referrals
Session, we implemented many new programs to better serve our members. continue to come in and we welcome you to refer members to our Chamber.
These are highlighted below, and are in addition to the practices already
in place. Because customer service is extremely important to us, we also began a
customer service program. Each of the four full-time staff members (Betty,
First, we launched our Social Media campaign in February with a strong Denea, Pam and myself) have been assigned to various member businesses.
presence on Facebook. This forum gave us another way to provide pertinent Our job is to be the point of contact should a member have questions or need
information to the public, plus allow our members to promote their assistance with anything, at any time. We are hoping to bridge any
businesses and events. At approximately 750 “fans,” we are 75% of the way communication gap and make sure our members know that we are available
to our goal of 1,000, which mirrors our outlook for our membership. for them. One of the new ways we’ve attempted to support our members is by
With the success of our Facebook page under way, we decided to expand, launching the Green Band Program. This program supports the community
and sent out our first “tweet” in September. Our presence on these social by encouraging local consumerism. These wristbands are available at the
media sites have allowed us to reach a larger demographic, which not only Chamber and entitle all wearers to a 10% discount at participating businesses,
includes Gen Y, but also a large following of baby boomers as well. We also and any business can sign up, Chamber member or not.
partnered with Constant Contact, which has enabled us to not only keep
our members abreast of important information, but to also offer our The new programs and practices put into effect in 2010 will allow us to
members a discounted rate for their own email marketing uses. continue to grow and serve our members and the community, and we hope
that you will hold strong through these tough times and ride the wave with us.
In March, we held our first Job Fair, developed by the University of Phoenix If there’s ever anything you need, please do not hesitate to contact us. Our job
and partnering with Eagle Glen Golf Club, and hosted over 30 businesses is to ensure that we create a strong local economy and that business thrives in
across Southern California who were looking to hire qualified individuals in this region, and it’s not a task we take lightly. Have a wonderful holiday
dozens of different industries. Due to the overwhelming response from the season, and we will see you in 2011!
public, we held a second Job Fair in conjunction our 11th Annual Business
Expo in October. Stephanie Shapiro is the Executive Assistant at the Greater Corona
At our April Quarterly Membership Meeting, the members in attendance
Valley Chamber of Commerce, and can be reached
at (951) 737-3350 or by email at Stephanie@MyChamber.org.
voted on and approved the proposed change to our bylaws, which has
expanded our Board of Directors to include up to 30 Directors. We also Check out page 7 for an end of the year summary from our
launched a new name and logo in July. As our footprint in the community Legislative Action committee, and www.MyChamber.org for a
hasincreased, we have evolved from the Corona Chamber, to doing business consummate end of the year review, including how we revamped
as the Greater Corona Valley Chamber of Commerce, standing events like Good Morning Corona.
specifically encompassing Norco and Eastvale, and open-
ing our doors to all of the cities along the I-15 corridor,
from Ontario to Lake Elsinore. In expanding our reach,
we also began mailing this publication to all businesses
in Corona, Norco and Eastvale, and our annual Business
Directory will be distributed to those businesses as well.
In addition, the 2011-2012 map we produced includes
all three cities.
Our new name was voted on by the Board, and the
Chamber launched a local and online campaign for
graphic artists to submit a rendition of what they
visualized the Greater Corona Valley Chamber of
Commerce’s brand to look like. We received over
40 entries, which brought us to our current look.
The design represents the rich history of Corona and
embodies the new message of a greater community. This
logo has three clear images that visually represent our
area: the letter C symbolizes the greater Corona commu-
nity, the three graphic elements symbolize the valleys,
and the three bold colors of green, orange, and yellow
symbolize the agricultural and citrus roots of the region.
Following the introduction of our name change and
logo, we were tasked with rebranding our Chamber.
This led to the August introduction of our new, easy-to-
navigate website. In addition to the change in graphics,
our website now functions as a great tool for our

MESSAGE FROM THE PRESIDENT
Bobby Spiegel
Looking Ahead
E very day I learn something new – a goal
that has been instilled in me from early
Later in the month, we will finalize our year
with a thank you to our members at the
Join us on January 15 as we acknowledge
our 2010 Board and welcome the 2011 Board
childhood. Towards the holidays, when the Annual Holiday Mixer. It will be held next of Directors. We will also honor the recipients
weather turns cold at night, I learned of yet door to the Chamber at the Elks Lodge on of the 2010 Annual Awards (including Citizen
another way to express love and comfort for December 16 from 5pm until 7pm. I want of the Year; Ambassador of the Year; Award of
complete strangers. I want to thank Marianne to thank all of you who have supported the Merit; Non-Profit Organization). On January
Jones for enlightening me as she took me from Chamber during this past year and prior. 27 join us at the Prime Time Mixer, our first
site to site with new sweatshirts and socks for Each and every one of you are special in your of 2011. This has a different twist than prior
the homeless. At first, when she asked me to go own way, and we invite you to join us at our years, and features an opportunity for our
with her I thought it was weird, but I went, you Holiday Mixer. And to end 2010 and begin member hosts to provide a wonderful
know as the male companion to protect her. 2011, Eagle Glen has offered the Chamber a atmosphere of real mixing. Located at Eagle
However it wasn’t 10 minutes into our one hour great partnering opportunity. We will host the Glen Golf Club, you will enjoy wine pairing,
task that I was touched beyond words. I asked regional New Years Eve Celebration. Contact food sampling and more. We encourage you to
her how she was taught this special giving and the Chamber for details and see the ad on secure your tickets prior to January 10 for a
specifically how she would know what to do? page 29. discounted rate. See the advertisement in this
Her response was simple: once you are in that issue on page 23 for details or log on to
situation, it is a constant reminder when the As we rapidly close 2010, I am pleased to www.MyChamber.org.
weather turns cold. If you were ever hungry, report the launch of a capital campaign for
you so appreciate a warm meal or gesture of expanding the corporate offices of our Before we close out 2010, I want to thank all
friendship and love from other human beings. Chamber. If you are interested in learning of you for your dedication, commitment and
Ironically, the next day she madepeanut butter more, please contact me. Our staff has worked support for our Chamber. To those of you who
and jelly sandwiches to distribute. diligently for our members and this expansion have encouraged me through the weight loss
will enable us to further provide our members challenge (again, many thanks!) I am now 38
This parallels Bill Riemer’s discussion (our with continual service excellence. pounds lighter! But 2011 is right around the
speaker from the Corona-Norco Rescue corner, and now, at 55 years of age, I am
Mission) who shared his passion at GMC this Our new Membership Directory will be looking for 10 people to lock arms and go on
past November. This incorporates our former published and distributed in January. If you to the next challenge. For me, a pound per
shelter and will enhance and improve its are interested in advertising, please connect year of age in 90 days! What is your challenge?
program. Thank you Marianne for being so with Casie Tryon prior to December 10. Begin 2011 now, and let me know! We can do
special and caring. Chairman Pendergast it together.
expressed the need for helping and though
during holidays we often do a good job, people
are hungry all year long. Starting in January and
at each Good Morning breakfast, we encourage
you to bring bags of groceries that will be given
to the Corona-Norco Mission and Settlement
House. Either bring to Good Morning Corona
Valley or the Chamber office. For anyone
wishing to assist, contact the Chamber for a list
of opportunities.
During December, the Chamber will host
Bonnie Reiss, the Secretary of Education for the
State of California at the Quarterly
Membership Meeting on December 3.
Having heard her speak previously, I know first
hand that she too has a passion for improved
education and I encourage you to attend our
luncheon to hear from her first-hand. Tickets
are available by logging on to our website.
During this luncheon we will honor five
member firms with the Award of Excellence.
We will also promote the December 7 “Never
Shall We Forget” event commemorating Pearl
Harbor. This will be at the Norconian Club and
is free to attend. Again, all information is on
our website.

LEGISLATIVE UPDATE
PHOTO: aschaeffer
Greater Corona Valley Chamber
Opposed/Defeated Bag Tax Bill
T he Greater Corona Valley Chamber of
Commerce opposed a legislative proposal which
Governor Arnold Schwarzenegger vetoed the
Greater Corona Valley Chamber-opposed AB
would outlaw plastic grocery bags and also 1998 during his last quarter in term.
provide stores with the ability to place a fee on bag manufacturing jobs in Southern California
paper bags. “Imposing additional taxes and expenses on and more throughout the state; including
consumers and businesses in this economic suppliers, venders and others. During a time
Actual language of the proposed law, AB 1998, climate is simply a bad idea at the wrong time,” when unemployment rates are up, this was a risk
stipulated that retailers would be prohibited said Cynthia Schneider, Chair of the Greater that the Chamber and the business community
from providing single-use bags to customers, Corona Valley Chamber’s Legislative Action could ill afford if AB 1998 were to pass. The
requiring them to provide reusable bags that Committee. “Businesses are mandated by state Chamber will continue to seek other ways to
met specified standards to customers, at a cost law to provide a recycling program for plastic reduce plastic bag waste, but not at the expense
of not less than 5 cents per bag. The current law, bags. It is premature to eliminate the current of jobs.
which is set to expire on January 1, 2013, recycling program; especially since this was only
requires that large grocery and retail stores instituted a few years ago,” continued Schneider. Log on to www.CoronaAdvocacy.biz for more
operate an in-store recycling program for information on issues impacting our regional
plastic bags, and prohibits the implementation The Greater Corona Valley Chamber, business community.
of alternate recycling programs or additional working with the American Chemistry Council,
fees on bags. AB 1998 would have superseded opposed AB 1998 because it would have
these requirements. eliminated an estimated 500 good-paying plastic
T he Greater Corona Valley Chamber of “This is the fifth vote record published since
2010 Vote Commerce and its Legislative Action Committee
worked diligently in 2010, partnering with
creating the Chamber’s Legislative Action
Committee in 2006. Our yearly vote records
Records: Holding state legislators on the 29 most important demonstrate our ability to hold our elected
legislative proposals with potential impact to officials accountable to what is important to our
Elected Officials our local economy. local business community,” stated Cynthia
Schneider, Chair of the Greater Corona Valley
Accountable “The regional economy depends upon our state
government to support proposals that stimulate
Chamber’s Legislative Action Committee. “I too
want to thank Senator Emmerson and Assembly
business growth, and Corona-area legislators Member Miller for their hard work and our
Senator Bill Emmerson Senator Bill Emmerson and Assembly Member collaborative relationship,” continued Schneider.
and Assembly Member Jeff Miller are two leaders who understand
the importance of job-creating proposals. “Once again, this Chamber took the lead in 2010
Jeff Miller Work To Our successes during 2010 are a reflection to educate both legislators on the local business
of their commitment to improving our local community’s point of view,” stated Bobby Spiegel,
Create Jobs economy,” stated Kerry Pendergast, Chairman President/CEO of the Greater Corona Valley
of the Greater Corona Valley Chamber’s Board Chamber. “We are very fortunate to have two
of Directors. (continued on next page)
Proud to be an Executive Partner

with the
Greater Corona Valley Chamber of Commerce

LEGISLATIVE UPDATE
job-creating leaders who represent us in Summary FOR AGAINST Percentage

Sacramento,” Spiegel continued. Pro-jobs Pro- jobs FOR Pro-jobs
of Votes legislation legislation legislation
The Greater Corona Valley Chamber lobbied
during this year’s legislative session for our State Senator Bill Emmerson* 11 2 85%
legislators to OPPOSE 16 legislative proposals Assembly Member Jeff Miller 14 2 88%
and SUPPORT 13. The Greater Corona Governor Arnold Schwarzenegger 8 3 73%
Chamber’s positions on each of the 29
legislative proposals are available for viewing *State Senator Bill Emmerson was elected in the June 8, 2010 special election and sworn into office the next day.
He was previously the California State Assemblyman representing a district outside of Corona.
online at www.CoronaAdvocacy.biz including He was eligible to only vote on a few bills for the remainder of the 2010 legislative session.
summaries and explanations of most proposals,
as well as the reasons why the Greater Corona
Valley Chamber of Commerce opposed and
supported each of the proposals.
To reach the “Percentage FOR pro-jobs
legislation,” the Chamber tallied the number of
times our legislators voted with the Chamber’s
position on each proposal and divided that total
by the total number of proposals in which each
legislator voted. A legislative proposal is not
figured into the vote record percentage if a
legislator, for whatever reason, did not vote or if
the proposal failed before the legislator had an
opportunity to vote. The Governor’s final decision
on whether or not the legislative proposal
becomes law is also included.
Funding for the LAC program and

CoronaAdvocacy.biz is generated by the Race
to Monte Carlo, held annually in early summer.
2010 Vote Record

Not voting = Elected official did not vote.
N/A = Potential new law died before elected
official had an opportunity to vote, or in the case
of the Governor, the potential new law did not
reach his desk.
AB 212 Saldana (D) Energy:

Building Standards: Zero Net
Energy Buildings
Corona Chamber Oppose
State Senator Bill Emmerson N/A
Assembly Member Jeff Miller N/A
Governor Arnold Schwarzenegger N/A
AB 482 Mendoza (D) Employment:
Credit Reports
State Senator Bill Emmerson NO
Assembly Member Jeff Miller NO
Governor Arnold Schwarzenegger VETOED
AB 656 Torrico (D) Higher Education
Corporation: Oil and Gas Severance Tax
State Senator Bill Emmerson NO
Assembly Member Jeff Miller NO
Governor Arnold Schwarzenegger N/A
(continued on page 29)

Photo by Jim Dorsey Photography
building business relationships
Photo Courtesy of Patrick Akes

Above: The community pitches in at the groundbreaking for the Above: Executive Director of Valencia Terrace and Corona Mayor
Corona Community Garden, a partnership between Valencia Karen Spiegel celebrate the one-year anniversary of Valencia
Terrace, Peace Lutheran Church and the City of Corona. Terrace. Located at 2300 S. Main St. in the heart of Corona,
this senior-living community boasts both independent and
assisted living, private casitas, formal dining, and more.
Left: The Chamber-hosted Candidates Forum allowed those running for Corona
City Council, Corona-Norco Unified School District and Riverside Community College
Board of Trustees to meet voters in the community and answer the important
questions. On hand were Corona Mayor Karen Spiegel, John Zickefoose,
Councilmember Eugene Montanez, Grey Frandsen, Dr. Samuel Davis, Ian Davidson,
Jason Fox, Virginia Blumenthal, Bill Newberry, Doug Husen, Councilmember
Stan Skipworth,
and Janet Green.
Right: Tim O’Brien, Vice President of Premier Service Bank, awarded funds raised from

their annual golf tournament to Margaret Strauser and Becky Gunnoe of the Trauma
Intervention Program (TIP) of Corona, Inc. and Kara Lubin of The 100 Mile Club
for their service to the community.
Below: Carleen Paul (center) of Skills for Success Reading

Center, cuts the ribbon at the official grand opening of her
tutoring center in Norco. Their mission is to provide specialized
instruction for struggling readers and support for their families. Below: Biren and Harina Shukla of Forum Info-Tech, Inc. receive the Gold Seal
Services include student assessments and one-on-one Award from Corona Councilmember Eugene Montanez for the expansion of
educational therapy sessions for students, as well as parental their IT solutions company.
instructional materials to be used at home. Skills for Success Now located at 1247
is located at 1217 Sixth St. in Norco, and can be reached Pomona Rd., they can be
at (951) 858-1643 or www.skills-for-success.com. reached at (951) 256-4070
or www.ForumInfoTech.net,
and are focused on providing
technology solutions to
Photo Courtesy of Ellen Baldwin
complex problems faced by

small-and medium-sized
businesses, mid-market
and large enterprises in
Southern California.
Photo by Focal Instincts Photography
Right: Gwen Ford of Visterra Credit Union receives a plaque from

Greater Corona Valley Chamber Chairman of the Board Kerry Pendergast

(Premier Service Bank) for their sponsorship of Good Morning Corona.
Join us for our next Good Morning Corona Valley on January 27th at Eagle
Glen Golf Club, sponsored by Valencia Terrace. Call the Chamber at (951)
737-3350 or visit us online at www.CoronaChamber.org to register today!
8 Read Business Monthly online at www. MyChamber.org Dec 2010 / Jan 2011
building business relationships
1. Dave Semanik, Denise Parks, Jim Clayton, Thomas Pridonoff, and Ron Zamora of Accent
Plastics, Inc. receive the Award of Excellence in Manufacturing from CEO of Stater Bros.
Jack Brown (center), and 2010 Chairman of the Board Kerry Pendergast (Premier Service Bank).
2. Junior Ambassador Nicole Baldwin receives the Volunteer of the Quarter award from Greater
Corona Valley Chamber Chairman Kerry Pendergast (Premier Service Bank) for her commitment
1 to the Chamber.
3. Quarterly Membership Meeting Keynote Speaker Jack Brown, CEO of Stater Bros., and Kerry
Pendergast, President/CEO of Premier Service Bank and 2010 Greater Corona Valley Chamber
Chairman of the Board, are all smiles.
4. Corona Veterans Memorial Division President Ruben Rasso receives the Outstanding
Non-Profit honor from 2010 Chairman of the Board Kerry Pendergast (Premier Service Bank),
Corona Mayor Karen Spiegel, Mayor Pro Tem Stan Skipworth, and Corona Council Members
Eugene Montanez and Jason Scott.
5. 2010 Chairman of the Board Kerry Pendergast (Premier Service Bank), CEO of Stater Bros.
Jack Brown, and Corona Mayor Karen Spiegel award Shannon and Dean Seif (center) of All-Star
Collision, Inc. with the Award of Excellence in Service.
6. Blake Usilton (center), owner of Philly’s Best, and his crew are awarded the Award of
2 3 Excellence in Retail from 2010 Greater Corona Valley Chamber Chairman Kerry Pendergast
(Premier Service Bank).
Photos by Jim Dorsey Photography

4 5 6
Dec 2010 / Jan 2011 Read Business Monthly online at www. MyChamber.org 9
SMART Goal Setting for Business
by Peter Fischetti
Should those “goals” be adopted, chances are good that Rick’s Bowling
Shoes & Aluminum Siding will be out of business by the end of next year.
You’re a fly on the wall at the annual goal-setting People who know better say that Rick and his dysfunctional team have
meeting of Rick’s Bowling Shoes & Aluminum Siding. done everything wrong in planning the company’s future.
Rick Dribble, the long-time president, starts the meeting
with a challenge to his department heads to come up For starters, the goals need to be realistic and flexible. Jeff Marshburn,
with the company’s goals for 2011. who managed the Costco warehouse in Corona before moving to the
He points to the vice president of sales and marketing Montclair store, said that too many businesses set unachievable goals.
for her ideas. “We need to reach more people so we can “You have to stretch without going too far, and you have to constantly
sell more shoes and siding,” she says smugly. “That way re-think your goals. It’s tough to set goals when you’re a new business
we’ll make more money.” because goals are based on prior performance.” So much for turning a
Next up is the vice president of manufacturing. “I say $3,000 profit into a million in one year.
we lower the cost of production and…” At American Security Bank, goals are set only after extensive research.
The HR director interrupts him. “Why don’t we just get Financial and demographic data from each market it serves is gathered,
our employees to work harder?” explained Cynthia Schneider, executive vice president and chief
The vice president of finance chimes in. “Look, we administrative officer. From that data, a picture of each market emerges.
made about three thousand dollars this past year. I say
we try to make at least a million next year.” “Then, market-by-market, we perform a SWOT Analysis. What are our
Dribble points to his secretary, who is taking notes. company’s Strengths and Weaknesses in each market compared to what
“OK, you got all of that?” he asks. “Meeting adjourned. that market may need this year? What are our Opportunities in light
Let’s go get ‘em.” of the economy, our business plan and our risk tolerance? Lastly, what
are the Threats (things that would keep us from capitalizing on
opportunities) in each market? From that analysis, she said, come specif-
ic ideas – or goals – for capitalizing on the opportunities in each market.

A Google search for “setting goals for business” elicited thousands of
articles on that subject. You could vow to read all of them, but then that
would be an unrealistic goal. One link, from Entrepreneur magazine,
is succinct and seems to cover most of the bases. It’s called the SMART
system, and lists five criteria, some illustrated above, that make a lot of
sense. Your goals should be:
• Specific. Rather than “I want to make a lot of money,” quantify the
goal to increasing profits by a certain percent.
• Measurable. For example, measure quarterly results against
last year’s figures.
• Achievable and Realistic. Avoid pie-in-the-sky projections
• Timely. Set dates for achieving goals.
So that’s it. Have a profitable 2011, and let’s hope Rick Dribble reads this.
Jeffrey Bennett, who built Nature’s Recipe Pet Foods into a multi-
million-dollar business and now owns Cool Tube, said that goals are
meaningless without a strong financial structure, and that businesses —
particularly start-ups — are doomed to failure unless they’re
properly financed.
“You’ve got to follow a business plan and a marketing plan before
setting goals,” he said. “Goals should go beyond one year, and it’s
suicidal to mix personal money with a business account or use credit
cards and pay 20 percent interest. Some businesses actually do that or
they use their home as collateral.”
A key element in successful goal-setting, he said, is delegation. Who is
responsible for meeting a particular goal?

Why Use
Social Media?
by Claudia Sheridan
Remember the days when a business that had Twitter, www.twitter.com, is an a platform that was ultimately opened up to
a website was viewed as being on the cutting online community that allows you the rest of the world. Facebook reports having
edge of technology? Where businesses having to make short comments or over 500 million users who spend an average
elaborate websites were viewed as being statements, known as “tweets,” 700 billion minutes a month logged in. With
leaders in the marketing world? In 2010, this and broadcasts them to your these kinds of numbers, it’s no wonder that
is no longer the case. Over the past couple of “followers” to read. The most common uses businesses are finding a home on Facebook
years, technology has evolved past corporate for Twitter vary. One type of user may be the as well.
web sites to incorporate a phenomenon individual who is simply documenting his life
known as Social Media. And if you’re in in 140 characters or less for all to see. So why use either one – or both? In short,
business, and you’re not engaging in social Another may be a company who is trying to you need to because everyone else is doing
media in one form or another, then you’re convey short messages to their followers it. This means that there’s a good probability
missing out on the opportunity to: explaining brand, company offerings, and that your current clients, and potential clients,
• increase your presence online informational insight. With over 100 million are already utilizing either Facebook and/or
• promote your brand registered users posting over 750 tweets per Twitter on a daily basis. If your clients
• connect with your clients second on an average day, Twitter becomes a are using it, then you can bet that your
• keep up with the competition. great way to get the word out. competition is as well. Don’t fall behind.
Expand your online presence by exploring
Social media is a way for you to utilize your Facebook, www.facebook.com, the world of Social Media and determine
online contacts to broadcast a message. is an online community. This how your business can benefit from using
Whether it’s announcing special offerings or means that users, or “friends”, this amazing technology.
simply saying “good morning,” social media interact by conversing online in
enables you to connect with other people that the form of “comments.” A friend
are interested in hearing what you have to will make a comment and another friend can Cladia Sheridan is the 82nd
say. There are numerous tools that make up respond with his or her own comments. President of the California Junior
the social media world, but probably the two Facebook was initially created to allow Chamber. She can be reached
most common tools are Twitter and Facebook. college students the ability to interact, by email at
claudia.sheridan@yahoo.com.

4th Annual
December 7th
Remembrance Ceremony
presented by
Lake Norconian Club Foundation, City of Corona, On Tuesday, December 7th at 10:00 a.m., come out to
City of Norco, Greater Corona Valley Chamber remember those who survived an attack we as Americans
pledged we would never forget – Pearl Harbor.
of Commerce, US Navy, Riverside County Supervisor
John Tavaglione It is also a day to remember all those who have served;
both those who have returned and those who have not.
US Naval Weapons Assessment Center Seal Beach; And, it is a day to honor those who are currently in harm’s way.
Detachment Corona
The event will feature the US Navy Band, the National
Cemetery All-Services Color Guard, the Marine and Air Force
Junior ROTC Rifle Teams and speakers who will talk about that
infamous day at Pearl Harbor and a survivor of the 9/11 attack.
All veterans and their families are invited to attend this free
event. Photo ID is required; pre-registration is needed (though
you will not be turned away).
For more information go to www.lakenorconianclub.org.
Photos courtesy of
Brigitte Jouxtel Come support those who gave so much and
support our troops during this time of war.

Connect Marketing & Sales Teams
for a Stronger Link to Success
by Linda Carlberg
Today’s economic challenges have caused You have choices to make, standing at what-
all businesses to rethink their strategies – ever particular crossroads you face today. Linda Carlberg is the Owner/
especially in marketing and sales. Take a A new year lies before you – which direction Creative Director of BrandLand
Marketing, publisher of the Business
fresh look at some of the basics to will your business take? In a changing Monthly. She can be reached at
examine where improvements can be made. marketplace, opportunities may be different, (951) 493-6712 or by email
Linda@BrandLandMarketing.com
but they still exist in great number.
Start by answering these key questions:
1. Does our company brand image reflect
who we are today? Is it outdated? Weak?
Too limited?
2. When was the last time (if ever) our
Marketing and Sales Teams had an open
discussion about working together to
create more effective, on-target tools?
3. Have we adapted our marketing
message and sales strategies for
today’s buyer?
4. Are we the preferred choice in our
market space? If not, do we have a plan
to get there? Who is leading this
important mission?
This is a simplified list, but it illustrates the

building blocks needed for a solid plan.
Get started by bringing your Marketing and
Sales teams together in regular sessions to
increase their communication. When both
sides have a voice in what is needed to
produce results, everyone is equally vested
in success. In these interactive meetings,
listen for differing viewpoints to learn where
the disconnects and agreements are.
Ask the Sales Team what they need in

their “toolkit” to close more business. What
do they believe is missing or in need of
improvement? What factors can they clarify
from the perspective of the “front line?”
Brainstorm about possibilities and solutions.
Next, audit the current brand image,

literature, campaigns, website, etc. Do they
match the Sales Team’s input? Ask the
Marketing Team to revisit the brand image
and message, if necessary, and set new
standards. Using the brainstorming session
input, have them build sample advertising
project layouts for the group’s feedback.
After any adjustments, finally build the
materials for implementation.

The National Football League
comes to Corona for the Super Bowl
Sunday, February 6, 2011
Eagle Glen Golf Club has partnered with
Prevent Child Abuse Riverside County to tackle child
abuse and neglect. Meet Football greats like Kermit
Alexander, Reggie Doss, Joe Sweet, Efren Herrera,
Mark Seay, Dokie Williams, Craig McEwen,
Cedrick Hardman, Pete Shaw, LeRoy Irving,
Chris Bayne, Marv Fleming and more as they
provide game-day commentary! Food, Fun and Prizes
make watching the Big Game a lifetime event.
Tickets go on sale at Eagle Glen Golf Club,
Monday nights beginning November 29th or
by calling Prevent Child Abuse Riverside
County at 951-626-5581 ext. 1005.
General Admission is $45 per person.
Watch the game in a cozy

couch style atmosphere with
wide screen viewing and all-
you-can eat buffet. Lots of
prizes, contests, autographs
and your chance to win a
Get-A-Way-Weekend to
San Francisco!
For additional information
contact Tami Alexander,
Event Coordinator at
951-522-9653.You can still
win tickets to our event by
attending Monday Night
Football at Eagle Glen
through December!
Prevent Child Abuse Riverside County (PCARC)

is our community's designated lead agency for
the prevention of child abuse and neglect.
We work to promote strong families and child safety
through advocacy, public awareness, education
and community programs through our network
of volunteers.
You can change the lives of children

through volunteering for events,
activities and trainings targeted
towards specific child abuse
prevention goals and strategies.
Our Corona/Norco chapter meets regularly on the
4th Thursday of the month from 10 am to 11:30 am
at the Foundation Center located at 815 Sixth St,
Ste. 110 in Corona.

Hundreds of people attended
the 11th Annual Business
Expo on October 7th at
Crossroads Church to learn
about the many services that
local businesses have to offer
in the Greater Corona Valley.

The Career Day hosted 100+
students participating in mock
interviews with professionals in
various fields, resume
writing classes, and learning
interview skills.
Photos by Jim Dorsey Photography

LONG-TIME CHAMBER MEMBER
New
Dimensions
Escrow
Sondra Lind, Owner
by Ariana Kimes
Sondra Lind is a woman with a passion; “A work environment where employees didn’t to balance the benefits of technology with the
a passion for excellence. As the owner of a have to choose between work and strength of strong interpersonal skills.” She does
thriving and well respected escrow company that family commitments.” this by practicing “offense communication”
serves the Inland Empire, she is sensible, savvy, and keeping her clients posted on the status of
and successful at what she does. Her success has One of the first things Lind did after starting her their transactions. “If a miracle needs to be
come in no small part to her seemingly innate company was join the Chamber of Commerce. pulled off to close a deal, we’re going to find
sense of commitment and a tremendous work “If you are going to be involved in the community the way to do it!” says Lind. It is this rare
ethic that drives her to be the first one in the and work here, then you need to be a member of commitment to service and her willingness to go
office and the last one to leave. the Chamber,” she says. Now, after 20 years of above and beyond for those she represents that
membership, Lind expresses, “The Chamber is make her company special in the industry.
When Sondra founded New Dimensions Escrow creating a positive environment in the community
in 1990 she had worked in the escrow industry for small businesses to function and thrive. Another quality which makes New Dimensions
in Orange County for thirteen years. She saw I appreciate all the efforts the Chamber fosters Escrow unique and special is the fact that its staff
opening her own company as an opportunity to create a place where business owners can be is entirely female and always has been. Lind calls
to use her experience and talents in a new and successful and involved in the community.” her company a “generational business” since
growing community. She chose Corona for its she has past employed her two daughters,
growth potential and moved not only her As an active member of Circle City Rotary and The her step-daughter and the daughters of three of
professional life here, but her personal life as Inland Gateway Association of Realtors, she has her employees, all in an effort to “pass on the
well. This, she thought, would be the place for made it a priority to cultivate relationships with knowledge” to a new generation. She attributes
her to start her business and raise her family. realtors and lenders. New Dimensions Escrow is their company success to the support and
“I wanted to establish a company that not only set apart from its competitors by its owner’s busi- excellence of her staff, who she views as a loyal
had an excellent reputation for top level service ness philosophy: “Professional service with a per- and invested family.
but was also established as the most professional sonal touch.” Lind takes this motto to heart and it
and efficient as well; where people in the indus- is clearly reflected in her attitude towards cus- New Dimensions Escrow is a full service,
try wanted to work,” says Lind. Her employee tomers and business. Though we live in a day and independent escrow company, licensed with the
loyalty and dedication are a testament to that age where nearly all escrow transactions and California Department of Corporation. They serve
commitment. Eight out of ten of her employees communications can be done via email, Lind has the Inland Empire in handling standard sales,
have worked for New Dimensions escrow for purposed that her company will not do business short sales, REO sales and transactions,
over a decade, and one employee has been with that way because “it’s too impersonal.” refinances and commercial sales.
her since she opened. “I wanted to create a She explains, “One-on-one communication is
workplace that was positive,” explains Lind, essential in successfully closing escrows. I like Please visit www.newdimensionsescrow.com
or call (951) 734-8252 for more information.

Anniversary New Members
Recognition
44-YEAR MEMBER Community Service Health/Weight Loss
Lionel Rentschler, DDS, YWCA of Riverside County Herbalife International
A Professional Corporation 8172 Magnolia Ave. 13503 Falcon Ridge Rd.
Riverside, CA 92504 (951) 687-9922 Eastvale, CA 92880
33-YEAR MEMBER Al Ash (951) 272-1063
www.ywcariverside.org www.myaaweightloss.com
Glen Ivy Hot Springs Spa
25-YEAR MEMBER Day Spa Janitorial Service
MCA Clay Roof Tile Pure Life Saunas Wurm’s Janitorial Services, Inc.
Corona, CA 92883 544 Bateman Cir.
23-YEAR MEMBERS Carlos Elizalde (888) 671-7873 Corona, CA 92880
Downs Energy www.purelifesaunas.com Larry Stewart (951) 582-0003
Lakeview Professional Service
Morton P. Israel, M.D. Dentist Manufacturers - Water Filtration
South Corona Dental Group Sprite Industries, Inc.
16-19 YEAR MEMBERS 1312 E. Ontario Ave., Ste. 102 1791 Railroad St.
Silver Dollar Pancake House Corona, CA 92882 Corona, CA 92880
Union Bank of California - Main St. Jackie Patino (951) 273-0370 Sherry Farley (951) 735-1015
www.southcoronadental.com www.spriteshowers.com
6-10 YEAR MEMBERS
Re/Max All Stars Realty - Nelson R. James Richardson II, M.S. D.D.S.
Rosen Entertainment Systems 910 S. Washburn Ave., Ste. B
Pension Plans
Sunset Graphics Screen Printing & Embroidery Inland Empire Pension Administration
Corona, CA 92882
YourCoronaCPA.com 14198 Post St.
Mercedes Losada (951) 735-2011
Corona, CA 92880
www.babyteethdoc.com
Christina Gledhill (951) 272-8569
1-5 YEAR MEMBERS
www.inlandempirepension.com
AllCare Medical Group of Riverside Developers
Alexander’s Salon & Spa Castle & Cooke (The Crossings)
Arthritis Foundation 2740 Tuscany St., Ste. 104
Restaurant
Bank of America Jimmy’s Diner
Corona, CA 92881
Cal Draulics, Inc. 160 E. Ontario Ave., Ste. 103
Kay Wilson (951) 284-1050
Corona Art Association – Corona Heritage Park Corona, CA 92879
www.castlecooke.com
Corona Magazines of Values Jim Spiropoulos (951) 734-0800
Corona Symphony Orchestra www.jimmysdinercorona.com
Engineering – Consultant
Dr. H.S. Gill, DDS Simon Wong Engineering
El Borrego Mexican Restaurant 9968 Hibert St., 2nd Floor
Schools
EZ Clipper.Net Taylion Virtual Academy
San Diego, CA 92131
4G Wireless 1184 W. Second St., Ste. 101
Terri London (858) 566-3113
Healthy Families International San Bernardino, CA 92410
www.simonwongeng.com
Sid’s Carpet Barn Ramona Bywater (909) 889-5152
J Sushi & Grill, Inc. www.taylion.com
Financial
One Total Insurance Solution, Inc. Wealth Strategies Group, an Office of Metlife Tri-County Allied Health School
Pilot Limousine Service Corona, CA 92881 512 Queensland Cir.
Sanderson Associates Realty Natasha Semien (213) 928-6528 Corona, CA 92879
SpringHill Suites by Marriott www.natashasemien.com Arnold Ardevela (951) 479-4775
Sugar / Tart Desserterie
www.tricountyallied.com
The Jacklaw Group Food Industry
The Seif Real Estate Group, Inc. My Granny’s Secret
West Coast Aire, Inc. Corona, CA 92883
West Star Enterprises Karen Tanaka (951) 603-3420
Wingstop Restaurant
Wyman & Little Inc.

NEW IN TOWN

Discount
Warehouse
by Peter Fischetti
Owners John and Jeni Palmieri in front of their
newly opened Discount Warehouse
Mention the word “Palmieri” in Corona and a freeway, which included the Isuzu Commerical A few weeks after Discount Warehouse opened,
lot of people will think of the pharmacy that Jim Truck dealership and many buildings. John expanded the Freeway dealership to include
Palmieri opened in 1969 and owned until 2000, Sixth Street frontage on 1625 W. Sixth, selling
when he sold it to Kevin Pidgeon, a long-time Over the years, the warehouse had a number pre-owned autos and commercial trucks. Also on
employee pharmacist. of tenants, including Habitat for Humanity and site is a service center that does repairs on all
another liquidator, both of which did well, Jeni makes of vehicles.
Over the years, lots of people have worked at said, and then a furniture outlet which recently
Palmieri Pharmacy including one of Jim’s sons, closed. Faced with a vacant building, she said, John stays pretty busy juggling his businesses.
John, who helped out his father while attending “I told my husband we should put something “I couldn’t do it without Jeni,” he said,
school. After graduating from UCR, John became there. It’s a tough economy, and people need but both make sure there’s time for their two
an account rep for Bergen Brunswig (now bargains. I know, with two girls in school, how daughters. Rachelle, 13, who attends Santiago
AmerisourceBergen), a large pharmaceutical expensive it is to feed them. Since we own the High School, is Miss Corona Pre-Teen, and
services company, and later for Bristol-Myers. building, we must pay the rent anyway.” Sophia, 10, a fifth-grader at Corona
At both jobs, he won several national awards for Fundamental, has won awards for cheerleading.
sales achievement. John wasn’t sure, but Jeni was. She contacted
the liquidators that previous tenants had used, When John and Jeni need advice on their next
But ultimately, John would find a different signed new contracts, and two months ago move, there’s always his father, Jim, now 81,
prescription for success in the business world. opened Discount Warehouse where she runs who meets and greets on Fridays. Jim’s wife of 56
After cashing in some company stock for a large the show. Almost all the products are familiar years, Kathleen, continues to stay active. Jim,
profit, John purchased a nearly-new car for his brands, and grocery and household items are Kathleen, John. Jeni and daughters just came
wife, Jeni, for about half the cost of a brand the most popular, Jeni said. “We get those back from Europe where they met with relatives
new one. “I thought that was a great deal,” deliveries on Tuesdays, and people know that, in Ireland.
he said, “so I bought three more and parked so they’re lined up waiting to get in.”
them outside my house with a ‘For Sale’ sign. Discount Warehouse is open Monday to Saturday
They sold almost immediately, and I was hooked You never know exactly what will be on the from 10 a.m. to 6 p.m. Call (951) 531-8290
on cars.” shelves, but the Palmieris try to stock basic or visit www.discountwarehousecorona.com.
household goods and groceries, along with For more information on purchasing trucks
Ten years ago, Palmieri, now 42, opened Freeway clothing, furniture, electronics and sports and autos at Freeway Trucks & Vans,
Isuzu Trucks & Vans at Sixth and Yorba streets equipment. “The way it works,” John said, “is call (951) 278-3799 or visit their website at
in Corona. About five years ago, he and Jeni that we buy a $6 container of Downey’s for $3, www.freewayisuzutrucks.com.
purchased the 10 acres from Sixth Street to the and sell it for $4.”

Allan Borgen’s Silver Dollar Pancake House
Photos by Allan Borgen
710 East Sixth Street / Corona, 92789

(951) 737-5977
Restaurant Review Hours: Monday-Saturday 5am to 4pm
Sunday 6am to 4pm
Price Range: $3.99 to $9.99
Silver Dollar Pancake House American Cuisine
Above: The Silver Dollar Pancake House. Above: The interior is a throwback to the Above: Banana Pancakes – two pancakes
forties with a bar area. with bananas in the batter, topped with
pecans and caramel syrup.
There is nothing better than starting the day off with a great breakfast, here for years, on my next trip they insisted that I try the Apple Waffles,
and one terrific choice is dining at the Silver Dollar Pancake House in Strawberry French Toast and their unique Chili Cakes. If I don’t try these,
Corona, which has been serving up some delicious breakfast and lunch many of the customers said that my life would not be complete, and they
items since 1925. were serious!
The interior of the restaurant is a throwback to the forties when food From the lunch side of the menu came the Beefeater $8.49, the Monte
was made fresh to order and was what made waking up something to Cristo Sandwich and the Triple Decker Club House Sandwich, both priced
look forward to. The menu features a large variety of traditional as well at $7.99. The Beefeater featured grilled roast and mushrooms (and lots
as some original breakfast and lunch items that will thrill and delight of it) served on grilled Sourdough bread along with blue cheese dressing.
your culinary senses. Best of all, all of the items on the menu are The sandwich was delicious while the side of fresh cole slaw had a nice
available throughout the day no matter when you drop in. sweet mayo dressing and went very well with the sandwich. The Monte
Cristo consisted of thinly sliced ham, turkey, Swiss and American cheese
The choices are endless, but I decided on my first round to order the between two slices of bread that were dipped into an egg batter and fried,
Old-Fashioned Buckwheat Cakes $7.69, the Western Omelet $8.49, served with strawberry jam and topped with powdered sugar.
and the popular Banana Pancakes $8.79. The Buckwheat Cakes, The sandwich was not quite as good as the one made at the Blue Bayou
were three large, dark colored pancakes that had a distinct nutty restaurant in Disneyland, but was a good choice none-the-less.
flavor to them, and even tasted “healthy” – if that’s possible? As good as
these pancakes were, the “Mother” of all pancakes were the Banana The last sandwich was the classic Club sandwich with slices of ham and
Pancakes. This memorable plate consisted of two huge fluffy pancakes turkey, lettuce, slices of tomato and mayo on three pieces of bread of your
with sliced bananas in the batter and topped with chopped pecans and choice. No wonder this item is so popular; it’s simple yet really good,
caramel syrup. Pure heaven! If you enjoy omelets, I suggest you try the especially with their onion rings.
tasty Western Omelet with chopped onions, green peppers, bacon and
cheese. All of the omelets come with three buttermilk pancakes, hash Other entrées I tried and liked very much were the four piece crispy and
browns with toast or biscuit and gravy. The omelet was extremely filling juicy Fried Chicken Dinner and the Chicken Fried Steak. Both of these
especially when potatoes and toast are added to the mix. Oh yes, I just dishes were only $8.69 and come with a choice of soup or salad and a
had to sample the biscuits and gravy and they were oh so good! choice of potato, grilled bread, dessert and a beverage. You can’t beat
this folks! Just a reminder, even though they serve “dinner” items,
They also have a lot more breakfast items to choose from. After they are only open for breakfast and lunch.
talking to some of the many loyal customers that have been coming
For dessert, you must try one of their homemade goodies like the bigger-
than-life Cinnamon Roll $2.29, served warm, their New York creamy and
rich Cheesecake $3.79 and their delicious Bread Pudding that’s just $1.89.
Since Robert and his wife Diana Hernandez took over about 20 years
ago and with the help of their son Robert Jr. and their friendly staff,
this restaurant has been a favorite local breakfast and lunch spot for
many people who reside in Corona as well as in surrounding areas.
Although I live a little distance away, you know I will be back for more
of their home style cooking.
Visit Allan’s new online restaurant video website:

FeedMe411.com. Allan can be heard every Saturday
afternoon from 3 to 5 pm on the Let’s Dine Out Radio
Show on KTIE 590am. You can contact Allan at
allan@feedme411.com or by phone (909) 910-3463.

MEMBERSHIP RECOGNITION LUNCHEON
Our final Quarterly Membership Meeting for 2010 is Friday, for After School All-Stars and the Governor and First Lady’s Conference on
December 3rd at Crossroads Church. Tickets can be secured by Women. In 2007, Secretary Reiss received the William S. White Lifetime
logging on to www.MyChamber.org or calling the Chamber at Achievement Award from the U.S. Department of Education for her advocacy in
(951) 737-3350. This meeting is sponsored by Premier Service Bank. the area of public education and, in 2006, she received the Advocate of the
Year Award from the University of California Student Association. From 2004
Focused on providing a good workforce through to 2006, Secretary Reiss served on the California State Board of Education.
education, the Chamber has invited Bonnie
Reiss, Secretary of Education for the State of Prior to hearing from Secretary Reiss, the Greater Corona Valley Chamber will
California, who will openly share about the honor the following business partners with various awards:
educational system and areas where we must
improve, as well as make drastic changes.
Bonnie Reiss was sworn in by Governor
Schwarzenegger on February 23, 2010.
AWARD of EXCELLENCE: Manufacturer / Distributor
The Office of the Secretary of Education is the
primary education advisor to the Governor and is
The Award of Excellence for Manufacturer/
committed to creating, promoting and supporting
Distributor will go to Vulcan Materials,
the Governor’s policies that ensure access to quality education for
who have become actively involved in our
all Californians.
region. The business was formed as a
Since 2007, Secretary Reiss served as operating advisor to Pegasus Capital private family-owned construction
Photo Courtesy of Vulcan Materials

Advisors, a private equity firm committed to investing in and developing scarce materials company in 1909 in Alabama
resources, commodities and sustainable companies. Previously, she served as as the Birmingham Stag Company.
senior advisor to Governor Arnold Schwarzenegger from 2003 to 2007, Throughout the years, the company
where she advised the Governor on all major policy initiatives, including expanded and in 1956 became a publicly
education, the environment and children's issues. From 1994 to 2003, traded company under Vulcan Detinning’s
Secretary Reiss served as founding president of the Inner-City Games listing on the New York Stock Exchange.
Foundation, later renamed After School All-Stars. In 1988, she founded the The company was renamed Vulcan
Earth Communications Office where she led the effort to use media for public Materials Company and now has access
awareness campaigns of environmental issues until 1993. Secretary Reiss’ to the capital markets that will help it
experience includes careers as an entertainment lawyer, accountant, grow and prosper. In 1999, Vulcan
producer and writer. acquired CalMat, Inc., expanding the
Company’s aggregates operations into California, Arizona and New Mexico,
Secretary Reiss was appointed to serve on the University of California Board of making Vulcan one of the nation’s leading producers of hot-mix asphalt and
Regents in 2007 for a twelve year term. She serves on the Board of Directors ready-mixed concrete.

AWARD of EXCELLENCE: Retail AWARD of EXCELLENCE: Non-Profit Award
The Award of Excellence in Retail This quarter the Chamber will

Photo Courtesy of Jos. A. Bank
Photo Courtesy of Brigitte Jouxtel

goes to Jos. A. Bank, located in honor one of its many non-
the Promenade Shops at Dos profit organizations, the Lake
Lagos. Jos. A. Bank is not just Norconian Club Foundation.
another menswear retailer. What This group is small in
makes them unique is also what volunteers (and ready to accept
has attracted customers to their more), but have had thousands
stores for 105 years: a heritage attend their events, including
of quality and workmanship, an over 50 tours of the Lake
extensive selection of beautifully Norconian Historic District,
made, classically styled tailored attended by politicians and
and casual clothing, and prices typically 20 to 30 percent below their competitors. preservationists from every level,
Add that to an expert staff of sales professionals who prize service and customer Olympic athletes and more. Their efforts in preserving the facility are long term and
satisfaction above all. There are 500 stores nationwide with a full selection of their spirit is infectious. They continue to conduct tours of the former Norconian
men’s tailored and casual clothing, footwear and accessories. A 100% Clubhouse, and are working in cooperation with the City of Norco to receive 130
satisfaction guarantee is behind every item they sell. acres of historic excess land from the Federal Government. The list of their
accomplishments over the years is staggering, and can be viewed on their website.
AWARD of EXCELLENCE: Service
VOLUNTEER of the QUARTER
The Award of Excellence in Service goes to Mission Ambulance, whose main
headquarters are located in their Corona Division. The main offices include their Lastly, the Chamber will recognize Jim Hildebrant
ambulance billing unit, centralized dispatch center and communications facilities, of Classic Handyman Services with the Volunteer of
Photo Courtesy of Jim Hildebrant

and administrative offices. Fleet maintenance and repair is conducted from this the Quarter award. During the short time Jim has
location, and they also maintain their storerooms here. Other functions located in been with our Chamber, he assisted in relocating the
Corona include their quality assurance and training facilities. Their modern, lobby display from Riverside to our Chamber offices,
state of the art classroom provides the setting for as well as fixing odds and ends at the office. Jim also
training of Mission Ambulance staff, and is also used volunteers with Rotary Club International, and with
for many types of classes for individuals seeking over 30 years in construction, you can count on his
medical training and certification. All of their company. Jim has built his reputation in the community
Division's ambulances are coordinated by delivering quality work with his crew, on budget
in Corona, with ambulances constantly and on time. He has extensive experience in both
being moved according to service residential and commercial – everything from building
demand and the needs of the various schools and shopping centers to carpentry, plumbing,
communities they serve. kitchen/bath remodels, concrete work, irrigation and electrical. “There are few
Photo Courtesy of Mission Ambulance things I can't do,” says Hildebrant.

TECHNOLOGY BYTES
How to Qualify for EMR Stimulus Money
While Transforming Your Practice from
Physical Charts to Efficient Digital Workflow
by Biren Shukla
W ith the use of Electronic Medical Records (EMR) on the rise and a
government-funded stimulus plan in place, most physicians have
and easy to use. If you can use Microsoft Office (Word, Excel,
etc.), you’ll be using your new EMR solution like a pro in no time!
already been approached by several EMR vendors claiming to offer the
best product in the marketplace, leaving physicians with the daunting 3. Implementation, Training and Ongoing Support
task of selecting the one that will best fit their practice. The right EMR Nearly all EMR providers claim to offer implementation,
solution will improve the quality of patient care and satisfaction, training and ongoing support. What they don’t tell you is that
increase productivity, ensure HIPAA compliance and boost profits. you’ll likely be dealing with a provider located thousands of miles
Finding and implementing the right EMR solution, however, can feel away that outsources EMR implementations to local companies
like trying to find a needle in a haystack if physicians don’t know what with little to no knowledge of the products they are implementing.
to look for. Fortunately, local physicians can rely on Corona-based Then, training is very brief, and there are no guarantees you will
Healthcare IT companies’ knowledge and experience before, during fully understand the software before you are expected to begin
and after EMR implementation. using it (additional training will cost you). Finally, when you find
that you do need help, you may have to resort to an 800 line
Countless hours have been spent working with many clients and where you’ll be treated like a number. Some local companies
partners in the healthcare industry to understand EMR needs and believe in standing by their clients before, during and after
reviewing numerous EMR solutions in search of the product that best implementation. It’s important to make sure your implementation
meets doctors’ needs with great service and reliability. Extensive partner doesn’t offer EMR solutions that they aren’t trained and
research and unwillingness to accept anything but the best allows certified to support. Your implementation and training should be
companies to help providers understand what to look for in an EMR done by a team of highly skilled and helpful engineers who will
solution and how to choose the best fit. strive to ensure that you have a full and complete understanding
of your new EMR solution. When you call their office for support,
1. Government Stimulus and “Meaningful Use” Guidelines you should have access to a team of engineers who personally
Not all practices and EMR solutions will qualify for the know you and your needs. Plus, it’s vital to choose an EMR
government stimulus. You need to choose a CCHIT certified solution package that comes with unlimited network and
software vendor that is certified for the “Meaningful Use” technical support for all of your IT needs. You may be surprised to
guidelines. A local company can best help local practices ensure learn that you can find complete packages for less than the cost
that “Meaningful Use” guidelines are met. In fact, some even of most software-only options.
provide a 100% money back guarantee that the software will
qualify for stimulus money and have a track record of 100% With so many EMR options available, local companies can offer
successful implementation. local physicians the guidance and support they need to choose the
best solution for their practices while providing the support they can
2. Customizability and Ease of Use count on.
Most EMR solutions require users to learn entirely different
software than they are accustomed to using. Others believe that
an EMR solution shouldn’t force a practice to adapt to their new Biren Shukla is the President/CEO of Forum Info-Tech, Inc.
software – the EMR solution should be flexible enough to and can be reached at (951) 256-4070 or
accommodate the provider’s unique workflow. One particular EMR biren@foruminfotech.net. Their office is located at
solution offered is Microsoft-based, so it is highly customizable 1247 Pomona Rd., Ste. 105 in Corona.

Payroll Update:
Income Tax Withholdings
Set to Increase in 2011 by Sam Pfefferman
As two key credits are set to expire for employees, they can expect to paychecks rather than waiting to claim a refund the next year on their
see an increase in the amount of taxes withheld from their paychecks tax return. Employees qualifying for the credit will need to wait until
beginning next year as the Making Work Pay Credit and the Advance 2012, when they file a 2011 tax return, to receive a tax credit.
Earned Income Credit both expire.
At some point, “if Congress does not vote to extend the tax cuts, the
Employers, meanwhile, could receive a break in the form of a IRS will have to issue 2011 income tax withholding tables operating
payroll tax holiday. President Obama, who recently proposed two tax under the assumption that the tax cuts will expire,” said Scott
breaks for businesses, hinted at a town meeting Sept. 20th that the Mezistrano, senior manager of government relations at the APA.
administration is considering such a holiday. Obama said the
administration was “willing to look at any idea that's out there that we “If tax cuts are extended after the 2011 percentage-method
think will help. But we've got to do so in a responsible way.” withholding tables are issued in mid-November,” Mezistrano said,
“there will be some issues when it comes to calculating withholding
While employers might receive a tax break, employees will not. Income on paychecks. If tax cuts are extended, the IRS will have to issue new
tax withholding will increase even if Congress votes to extend the income tax withholding tables that reintegrate the tax cuts, which
recent Bush tax cuts in time for the release of the 2011 income tax might take some time to show up in employees' paychecks.”
withholding tables by the Internal Revenue Service, an American
Payroll Association official said. While some payroll departments can quickly have the new withholding
tables integrated into payroll systems, other businesses rely on
When the Making Work Pay Credit expires at the end of this year, updates from payroll software developers that could take longer if
employees will no longer receive credits that were automatically new tables need to be programmed, Mezistrano said.
calculated into paychecks, so the withholding amount will rise,
the APA said in a recent news release. The credit, part of the American Additionally, some companies run the first payroll of 2011 in late 2010.
Recovery and Reinvestment Act of 2009, came with a maximum of If withholding tables are reissued, some employees are going to end
$800 for a married couple filing jointly and $400 for other taxpayers. up being over withheld, Mezistrano said.
Repeal of the Advance Earned Income Credit will result in a decrease Current Senate Majority Whip Richard Durbin (D-Ill.) said Sept. 26 that
of up to $152 in he expects members of both parties to come together to extend the
take-home pay for 2001 and 2003 tax cuts after the November elections. Durbin said
eligible workers, the most Democrats believe that Congress should not spend the money
APA said. The AEIC to extend cuts in the top tax rates for individuals earning more than
required special $200,000 and couples earning $250,000, but ultimately he believes
withholding for Democrats and Republicans will reach an agreement that will prevent
eligible low-income a stalemate that ends in higher taxes for everyone.
taxpayers to receive
a partial Earned Sam Pfefferman is the President of Specialized Payroll
Income Credit on Services (SPS) and can be reached at (951) 824-8659 or
federal taxes in their samp@specializedpayroll.com.

FINANCIAL COLUMN
How Will Tax Law Changes Coming
in 2011 Affect Your Business?
by Becky Rhodes
W ith the economy still in its dull state, many believe the worst is still
yet to come. Unfortunately, as we head into the new year, there is a wide
not only return but is set to increase to 55% for homes valued over
$1,000,000 dollars (under the Obama plan this tax rate is 45%).
range of unfavorable tax changes that pertain to tax credits, tax deductions,
• Capital Dividends and Gains Hikes – Those who fall within the
sales taxes, and other tax rates you should know about. Having a better
upper tax brackets should prepare themselves for a changing rate. After
understanding of what tax law changes are coming in 2011 can help you
this year, the current 15% long-term capital gains rate will return to 20%.
plan ahead to potentially lower your tax liabilities. Although this list is not
However, those in the upper tax brackets will not bear the weight alone
all-inclusive, the major changes that could impact you are detailed below.
as most brackets will be affected. Under former President Bush,
the lower 15% income tax bracket had a 0% capital gains rate but this
Changes With Income Tax Credits – Generally, a tax credit is a number is expected to rise to 10% in 2011. For the upcoming year,
direct reduction in tax liabilities, and is usually put into place in order to
dividends, excluding mutual fund capital gain distributions, will no longer
encourage a certain behavior. Sometimes tax credits can even result in a
be taxed at 15% for those in the upper tax brackets, but instead is set to
refund. This is different from a tax deduction which only lowers your
be taxed as income. Simply put, those in the upper tax brackets will be
taxable income. Below are a few tax credit changes we will see in 2011
faced with a higher tax on dividends.
and a few unusual ones that already went into effect:
• Income Tax Hikes – President Obama’s proposed budget for 2011 will
• Child Tax Credit Reduced – In 2011, the child tax credit will be cut extend changes to not only income tax rates but income brackets as well.
in half to $500 per child and may not even be applicable to all taxpayers. However, tax breaks for single taxpayers with an income of less than
For those filing jointly, the tax credit begins to phase out at $110,000 $200,000 and married couples earning less than $250,000 will be
(AGI) and for taxpayers completing a single tax return at $75,000. exempt from any changes. As far as brackets are concerned, the 28% tax
• Making Work Pay Tax Credit Gone – This year workers are able to
get a tax credit for 6.2% of their earned income with a maximum credit
of $400 for single filers and $800 for married couples. In 2011, this tax
credit will be eliminated unless Congress acts, as Obama’s proposal seeks
to extend this credit in 2011.
• Earned Income Tax Credit Reduced for Some – This is a tax credit
for low-income working families with earned income less than or equal
to $48,362. The income limits on this credit vary by your filing status and
by the number of children you claim as dependents. In 2011, the EITC is
expected to decrease for families with three or more children with higher
income phase outs eliminated.
• Hope Tax Credit Changed – This tax credit goes back to being only
applicable for the first 2 years of college and the limit lowers from $2500
to $1800.
• Energy-Saving Credits Gone – The current 2010 credit for principal
residence homes making changes to housing insulation, windows, doors,
HVAC equipment, water heaters and more will expire next year. This tax
credit allowed up to 30% back ($1,500.00 max. limit) with applicable
energy efficiency improvements.
• Home Buyer Tax Credit for Veterans – If you or your spouse are
part of the Armed Forces, Military Intelligence or Foreign Service and
have been engaged in active duty for at least 90 days outside of the United
States you have until April 30th, 2011 to sign a real estate contract and
close by at least June 30th, 2011. Be sure to make note of this date
if you intend on purchasing a house and claiming this credit.
Changes With Income Tax Rates and Other Taxes – Tax rates
refer to the percentage of taxes that need to be paid with regards to income
tax rates, estate transfers, and capital gains.
• Estate Tax To Increase – The Estate Tax, also referred to as the Death
Tax, is set to return. Through the Economic Growth and Tax Relief
Reconciliation Act in 2001, the estate tax has been phased out over the
past 10 years but will unfortunately reach an end this year. This means
that unless Congress has a dramatic change of heart, the estate tax will

bracket is predicted to rise. The 33% tax bracket is also forecasted to elementary and secondary educational costs. In 2011, the maximum
increase to 36%. Similarly the top 35% tax bracket is expected to be contribution limit per year on this plan will drop dramatically from
39.6% in 2011, and the well known “Marriage Penalty” will return with $2,000 to $500.
narrower tax brackets. Also, the standard deduction for married couples
will not be double the rate for single filers (those slated to get married • HSAs, HRAs, and FSAs Cannot Be Used for Over the Counter
this year or next will be discouraged to do so, if only marginally). Medicine - Americans will not longer be able to use Health Savings
Accounts (HSAs), Flexible Spending Accounts (FSAs) and Health
Changes With Tax Deductions – A tax deduction is not a tax credit. Reimbursement Accounts (HRAs) to purchase over the counter medicine
Instead, a tax deduction lowers a taxpayer’s gross income in exchange for if it is not insulin.
a certain behavior or action. Therefore, it normally reduces indirectly by For more information on 2011 tax changes, visit the IRS website at
lowering the amount the taxpayer pays. www.irs.gov.
• Mortgage Insurance Premium Deduction Gone – Beginning January
1, 2011, taxpayers will no longer be allowed to deduct mortgage
insurance premiums from their tax returns. Previously, homeowners who
were paying insurance premiums for mortgage
contracts that were signed after December 31,
2006 were able to take this deduction,
assuming they fell within the income cap of
$100,000 for families.
• 179 Business Expense Deduction
Lowered – For 2011 there are several
business taxes that will be affected. The section
179 expense deduction that pertains to small
companies and firms emerges as a prime
example. Here, the maximum expenses
deduction will see a significant decrease
from $250,000. Of course, as with all tax
deductions, other limitations apply.
• Student Loan Interest Deduction Limit
Changes – For 2011, individuals or married
couples can only deduct interest from the first
60 months of the repayment term. Moreover,
the phase out income limits for claiming the
deduction for both single filers and married
couples will come down.
Sales Tax & Other Tax Increases That

May Affect You:
• Tanning Tax – This tax is an excise or sales
tax for those individuals who love to brown
their skin. This tax will continue next year and
just started at the beginning of this month.
Although it is a mid-year 2010 tax, it is still
a new tax that will primarily impact individuals
at the end of this year/start of next year as fall
and winter approach.
• Brand Name Pharmaceutical Tax – This tax
is an annual tax assessment on brand name
pharmaceutical companies which amounts to a
total of $2.5 billion for 2011. The end result is
that many of us will see our brand name drug
costs going higher.
Other Notable Tax Changes:

• Coverdell ESA and 529 Plan Alterations –
Previously, under a 529 Plan, taxpayers with
children were encouraged to invest after-tax
money into an account that increased with tax
free withdrawals, assuming the money was
being used to contribute towards educational
plans. However, in 2011, 529 Plan withdrawals
will not be tax free when paying for the cost of
computers or internet access. Coverdell ESA
Plan will see changes as well. This plan is
similar to the 529 Plan but is directed towards

LEGAL OPINIONS
What Are Arbitration Clauses,
and How Can They Affect
My Business? by Dave Saunders
T hey’re everywhere. In credit card agreements, hospital contracts,

construction contracts, contracts for sale of your house. You name it,
arbitration clauses are everywhere.
Arbitrators’ decisions are not appealable. If the court makes an
error in litigation, you can appeal. Granted, most appeals are denied,
but at least there’s an opportunity for review. On the other hand, if the
arbitrator makes an error, you’re stuck. While arbitrators can be
What is an arbitration clause? An arbitration clause is an agreement removed from a case for a conflict of interest, the grounds are narrow.
where the parties agree to submit their disputes for decision by a private, An arbitrator who works for an arbitration firm that gets virtually all
third party decision maker. Instead of a judge and jury, the case is decided of its business from a single healthcare provider does not, per se,
by a professional arbitrator who may be a retired judge or attorney. have a conflict of interest with party who was a victim of that provider’s
Generally, arbitration uses special rules and procedures that differ from medical malpractice.
those used in the court system. Typically, the arbitrator’s award is binding
on the parties and may be enforced like a court judgment. Arbitrators do not have to follow the legal limits on punitive
damages. Let’s say you entered a non-disclosure agreement with a
What should I know about arbitration? manufacturer and you violate the agreement by intentionally disclosing the
Arbitration may save time and expense, but savings are not protected information with the malicious intent to harm the manufacturer.
guaranteed. Many industries use arbitration because they believe that If a court finds that you are liable for punitive damages in additional to
arbitration will result in a decision that is quicker, cheaper, and perhaps actual damages, there is a constitutional limit on the amount of punitive
less uncertain than the jury process. Of course, it is impossible to damages that a court may award. In arbitration, on the other hand,
determine in advance whether arbitration or litigation (suing in court) the sky’s the limit on punitive damages. If the arbitrator concludes that
will be more cost effective in a specific case. The arbitrator’s hourly you deserve to be punished to the extreme, the courts cannot intervene to
fee and the arbitration company’s charge for the arbitration can be signifi- say enough is enough.
cant. Moreover, arbitration does not avoid lawyers; lawyers represent the
parties in arbitration just like they do in litigation. (You should not Arbitration clauses should be reviewed carefully. A jury trial of
represent yourself in arbitration any more than you should in litigation.) your peers is an extremely valuable right. This right should not be waived
simply because you are dealing with a large institution or business,
Some arbitration clauses are not enforceable. You should not or because you have been presented with a preprinted contract form that
assume because you signed a contract with an arbitration clause that contains an arbitration clause. Before you enter a contract with an
the arbitration clause is enforceable. Arbitration clauses that are arbitration clause, ask your lawyer if arbitration makes sense for you.
unconscionable will not be enforced. Unconscionability is a complex legal
concept. It includes the situation where the arbitration clause is buried
in the document so it is unlikely to be recognized, cases where the parties
cannot opt out of the arbitration clause, and situations where the arbitra- David R. Saunders represents clients in real estate, land use,
tion clause compels only one side in the deal to arbitrate. See your attor- and general business matters. His firm, Clayson, Mann, Yaeger
ney to determine whether a specific arbitration clause is enforceable. and Hansen, joined our Chamber in 1915. He can be reached at
(951) 737-1910 and visit his website at www.ClaysonLaw.com.
Arbitrators don’t have to follow the law. We’ve all heard the saying
“It may not be fair, but it’s the law.” Just the opposite is true in arbitration.
Arbitrators may follow broad principles of fairness — known as equity —
It is always advisable to consult with qualified legal counsel about your own particular
and do not have to strictly follow the law. Therefore, in arbitration, situation, in that these matters can vary substantially in degree and nature.
“It may not be the law, but the arbitrator can decide if it’s fair.”

(continued from Page 7)
2010 Vote SB 974 Steinberg (D) Income and Corp-
LEGISLATIVE UPDATE Record cont. ACA 28 Nestande (R) State Budget:
orations Tax: Hiring and Career Credit
Certification State Senator Bill Emmerson N/A
Corona Chamber Support Assembly Member Jeff Miller N/A
State Senator Bill Emmerson N/A Governor Arnold Schwarzenegger N/A
Assembly Member Jeff Miller N/A
Governor Arnold Schwarzenegger N/A SB 1010 Correa (D) Environmental
AB 898 Lieu (D) Documents: Notaries AB 1998 Brownley (D) Solid Waste: Quality Act (CEQA)
Public: Solicitations Single Use Carryout Bags ACA 30 Jeffries (R) Lieutenant Governor: Corona Chamber Support
Corona Chamber Support Corona Chamber Oppose Elimination of Office State Senator Bill Emmerson N/A
State Senator Bill Emmerson NO State Senator Bill Emmerson NO Corona Chamber Support Assembly Member Jeff Miller N/A
Assembly Member Jeff Miller NO Assembly Member Jeff Miller NO State Senator Bill Emmerson N/A Governor Arnold Schwarzenegger N/A
Governor Arnold Schwarzenegger VETOED Governor Arnold Schwarzenegger N/A Assembly Member Jeff Miller N/A
Governor Arnold Schwarzenegger N/A SB 1036 Cedillo (D) Tax Administration:
AB 1594 Huber (D) Sacramento- AB 2098 Miller (R) Riverside County Disclosure Information
San Joaquin Delta: Peripheral Canal Transportation Commission: Contracts ACA 31 Jeffries (R) Floor Sessions: Corona Chamber Oppose
Corona Chamber Oppose Corona Chamber Support Appropriate Hours State Senator Bill Emmerson N/A
State Senator Bill Emmerson N/A State Senator Bill Emmerson YES Corona Chamber Support Assembly Member Jeff Miller N/A
Assembly Member Jeff Miller N/A Assembly Member Jeff Miller YES State Senator Bill Emmerson N/A Governor Arnold Schwarzenegger N/A
Governor Arnold Schwarzenegger N/A Governor Arnold Schwarzenegger SIGNED Assembly Member Jeff Miller N/A
Governor Arnold Schwarzenegger N/A SB 1335 Cox (R) Employment:
AB 1778 Lieu (D) State Agency AB 2138 Chesbro (D) Product Manage- Working Hours
Promotions: Commercials ment: Single-use Recyclable Packaging SB 657 Steinberg (D) Human Trafficking Corona Chamber Support
Corona Chamber Support Corona Chamber Oppose Corona Chamber Oppose State Senator Bill Emmerson N/A
State Senator Bill Emmerson NO State Senator Bill Emmerson N/A State Senator Bill Emmerson NO Assembly Member Jeff Miller N/A
Assembly Member Jeff Miller NO Assembly Member Jeff Miller N/A Assembly Member Jeff Miller NO Governor Arnold Schwarzenegger N/A
Governor Arnold Schwarzenegger VETOED Governor Arnold Schwarzenegger N/A Governor Arnold Schwarzenegger SIGNED
SB 1474 Steinberg (D) Labor
AB 1805 Calderon C (D) Environment: AB 2187 Arambula (I) Employment: SB 810 Leno (D) Single-Payer Health Representatives: Elections
California Environmental Quality Act Payment of Wages Care Coverage Corona Chamber Oppose
Corona Chamber Support Corona Chamber Oppose Corona Chamber Oppose State Senator Bill Emmerson NOT
State Senator Bill Emmerson N/A State Senator Bill Emmerson NO State Senator Bill Emmerson N/A VOTING
Assembly Member Jeff Miller N/A Assembly Member Jeff Miller NO Assembly Member Jeff Miller NO Assembly Member Jeff Miller NO
Governor Arnold Schwarzenegger N/A Governor Arnold Schwarzenegger VETOED Governor Arnold Schwarzenegger N/A Governor Arnold Schwarzenegger VETOED
AB 1846 Perez V (D) Environment: AB 2283 Miller (R) Disposition of SB 885 Corbett (D) Gift Certificates: SB 5 f Hollingsworth (R) Sales and Use
Expedited Environmental Review Human Remains: Alkaline Hydrolysis Redemption Tax exclusion: Trade-in Motor Vehicle
Corona Chamber Support Corona Chamber Support Corona Chamber Oppose Corona Chamber Support
State Senator Bill Emmerson YES State Senator Bill Emmerson YES State Senator Bill Emmerson NO State Senator Bill Emmerson N/A
Assembly Member Jeff Miller YES Assembly Member Jeff Miller YES Assembly Member Jeff Miller NO Assembly Member Jeff Miller N/A
Governor Arnold Schwarzenegger SIGNED Governor Arnold Schwarzenegger N/A Governor Arnold Schwarzenegger VETOED Governor Arnold Schwarzenegger N/A
AB 1881 Monning (D) Recovery of AB 2492 Ammiano (D) Property SB 967 Correa (D) Public Contracts: SB 66 h Cox (R) Employment:
Wages: Liquidated Damages Taxation: Change in Ownership Recovery and Reinvestment Act Working Hours
Corona Chamber Oppose Corona Chamber Oppose Corona Chamber Oppose Corona Chamber Support
State Senator Bill Emmerson NO State Senator Bill Emmerson N/A State Senator Bill Emmerson NO State Senator Bill Emmerson N/A
Assembly Member Jeff Miller NO Assembly Member Jeff Miller NO Assembly Member Jeff Miller NO Assembly Member Jeff Miller N/A
Governor Arnold Schwarzenegger VETOED Governor Arnold Schwarzenegger N/A Governor Arnold Schwarzenegger VETOED Governor Arnold Schwarzenegger N/A

Events listed are open to the public. Call contact person before the event
to verify time and place. Some events are free, while others are not.
Calendar of Events For a complete listing of community events, call the Chamber at
(951) 737-3350, or go to www.CoronaChamber.org for the latest updates.
December 1 - 24 December 1 & 15 6:30PM December 5 4PM

SANTA'S WORKSHOP CORONA CITY COUNCIL MEETING LIGHT UP A LIFE
Cost: FREE Cost: FREE Cost: FREE
Location: The Promenade Shops at Dos Lagos Location: Corona City Council Chambers Location: Ceremony at First Baptist Church of
Hours: Monday: Closed 400 S. Vicentia Ave. Corona, 155 W. 8th St.
Tuesday: 11AM - 9PM Contact: City of Corona Management Services Reception at Corona Regional Medical Center
Wednesday - Thursday: 4 - 9PM (951) 736-2370 Main Lobby, 800 S. Main St.
Friday - Sunday: 11AM - 9PM Contact: Lucy Davies - lucille.davies@uhsinc.com
Contact: Heather Bordner-Ayyob December 2 5PM
hayyob@shopsatdoslagos.com GRAND OPENING / RIBBON CUTTING: December 5 4PM
SHADES OF AFRIKA CITY OF CORONA TREE LIGHTING &
December 1 - January 2 Cost: FREE HOLIDAY CELEBRATION
ICE SKATING Location: 114 E. Sixth St. Cost: FREE
Cost: $10/hr, $3/hr skate rental Contact: Vonya Quarles (562) 618-3940 Location: City Hall South Plaza
Location: The Promenade Shops at Dos Lagos 400 S. Vicentia Ave.
December 3 11:30AM Contact: (951) 736-2241
Monday - Thursday: 4 - 10PM QUARTERLY MEMBERSHIP
Friday - Sunday: 2 - 10PM MEETING / LUNCHEON
Contact: Heather Bordner-Ayyob December 6 12PM
Speaker: Bonnie Reiss, Secretary of Education, COMMUNITY SERVICES
hayyob@shopsatdoslagos.com State of California NETWORK MEETING
Sponsor: Premier Service Bank Location: Greater Corona Valley Chamber
December 1 6PM Cost: $60 Members / $75 Non-members
COMMUNITY MENORAH LIGHTING of Commerce, 904 E. Sixth St.
$450 / $750 Table of 10 Cost: FREE
Cost: FREE Location: The Plex, Crossroads Church,
Location: Congregation Beth Shalom Contact: Sol Shapiro (951) 271-7222
2331 Kellogg Ave.
2790 California Ave. Contact: Denea Breitenbucher (951) 737-3350 December 7 10AM
Contact: Bruce Williams (951) 734-8045 4TH ANNUAL PEARL HARBOR
December 4 12PM COMMEMORATIVE CELEBRATION
LADIES DAY OUT Cost: FREE
Cost: FREE Location: Lake Norconian Club Pavilion
Location: The Promenade Shops at Dos Lagos 1999 Fourth St., Norco
Contact: Heather Bordner-Ayyob PHOTO ID REQUIRED TO ATTEND
hayyob@shopsatdoslagos.com Contact: (951) 734-5081

December 7 5PM December 8 5PM December 9 & 16 9AM
GRAND OPENING / RIBBON CUTTING: GRAND OPENING / RIBBON CUTTING: SCORE - BUSINESS
SIXTH STREET CAR WASH SYNERGY HOMECARE COUNSELING & ADVICE
Cost: FREE; special gift for those who purchase Cost: FREE Location: Greater Corona Valley
a car wash Location: 1101 California Ave., Ste. 100 Chamber of Commerce, 904 E. Sixth St.
Location: Sixth Street Car Wash Contact: Anna Kuck at (951) 280-9808 Cost: FREE
416 W. Sixth St. Contact: Greater Corona Valley Chamber
Contact: Arthur Saryan (951) 371-0707 (951) 737-3350
December 9 5PM
GRAND OPENING / RIBBON CUTTING:
PRE-PAID LEGAL
Cost: FREE; please RSVP for food count
Location: Jimmy's Diner, 160 E. Ontario #103
Contact: Mike Cantu (951) 245-6892
December 10 - 12
THE U.S. “OH-NO!” CHRISTMAS SHOW
Cost: $11-$13; $50 for family of 5
Location: Historic Corona Civic Theater
815 W. Sixth St.
Hours: Friday: 7:30PM
Saturday: 2PM & 7:30PM
Sunday: 2PM
Contact: (951) 279-2298
December 11 12PM
25 TONS OF SNOW
Sponsor: Radio Disney
Cost: FREE
Location: The Promenade Shops at Dos Lagos
Contact: Heather Bordner-Ayyob
hayyob@shopsatdoslagos.com
December 13 12PM
AMBASSADORS MEETING
Location: Greater Corona Valley
Chamber of Commerce, 904 E. Sixth St.
Cost: FREE
Contact: Greater Corona Valley Chamber
(951) 737-3350
December 18 11AM
BLOOD DRIVE-TOY DRIVE
Cost: FREE; please bring unwrapped toy
Location: 9106 Pulsar Court
Contact: Melissa Wilson (951) 277-7767
December 19 7:30PM
CHARLIE BROWN CHRISTMAS
WITH DAVID BENOIT
Cost: $20-$65
Location: Fox Performing Arts Center 3801
Mission Inn Ave., Riverside
Contact: Michelle Hornberger
michelle@coronasymphony.org
December 31 9PM
New Years Eve Party
Cost: $35 per person/$55 couple by
December 17th, $50 per person after
December 17th
Location: Eagle Glen Golf Club
1800 Eagle Glen Pkwy.
Contact: Greater Corona Valley Chamber
(951) 737-3350

Earn $25 in Chamber
Dollars and a FREE Ad
in Our Magazine
Are you doing business with a non-
Chamber business? Do you have a
friend who could benefit from Chamber
membership? Of course you do!
The Chamber is providing some
motivation for you to refer
potential members:
First, when your prospect joins the
Chamber, your name, company and
phone number will be listed in the
Business Monthly.
Second, you’ll receive $25 credit
towards up to half of any Chamber
purchase, such as your own
membership fees and attendance at
Chamber events.
Finally, when you refer five applicants
who become Chamber members, you’ll
receive a FREE one-eighth page color
ad in Business Monthly – a $480 value!
For a referral form and more
information about the program,
call the Chamber at (951) 737-3350.
Thank you to the following member for

refering new members:
Karen Spiegel
Spiegel Enterprises
(951) 833-8136

PRESORTED
STANDARD
US POSTAGE
PAID
ADV
904 East Sixth Street
Corona, CA 92879
www. MyChamber.org

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INSIDE: Goal Setting | Chamber Accomplishments in 2010 | Financial Column | Business Expo Photos | More

Volume 10 | Number 11 | Dec 2010/Jan 2011 | $4

Volume 10 | Number 11 | Dec 2010/Jan 2011 | $4

2 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

Anatomy of a Successful Strategic Plan

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 3

4 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 5

Proud to be an Executive Partner

6 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

job-creating leaders who represent us in Summary FOR AGAINST Percentage

Funding for the LAC program and

2010 Vote Record

AB 212 Saldana (D) Energy:

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 7

Photo Courtesy of Patrick Akes

Photo by Jim Dorsey Photography

Below: Carleen Paul (center) of Skills for Success Reading

complex problems faced by

Right: Gwen Ford of Visterra Credit Union receives a plaque from

Greater Corona Valley Chamber Chairman of the Board Kerry Pendergast

Photos by Jim Dorsey Photography

10 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 11

12 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 13

This is a simplified list, but it illustrates the

Ask the Sales Team what they need in

Next, audit the current brand image,

14 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

Watch the game in a cozy

Prevent Child Abuse Riverside County (PCARC)

You can change the lives of children

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 15

16 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

Photos by Jim Dorsey Photography

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18 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 19

Photo by Jim Dorsey Photography

20 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

710 East Sixth Street / Corona, 92789

Visit Allan’s new online restaurant video website:

Dec 2010/Jan 2011 Read Business Monthly online at www. MyChamber.org 21

Photo Courtesy of Vulcan Materials

22 Read Business Monthly online at www. MyChamber.org Dec 2010/Jan 2011

The Award of Excellence in Retail This quarter the Chamber will

Photo Courtesy of Brigitte Jouxtel

Photo Courtesy of Jim Hildebrant

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Sales Tax & Other Tax Increases That

Other Notable Tax Changes:

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T hey’re everywhere. In credit card agreements, hospital contracts,

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December 1 - 24 December 1 & 15 6:30PM December 5 4PM

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Thank you to the following member for

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