Men`s Wearhouse Founder to Deliver Keynote at VIA B2B… I

In This Issue
George Zimmer to Deliver
Keynote at 2013 B2B
VIA Works: Bayless
Engineering
Cause Marketing a Huge
Opportunity for SCV
City Hires New Assistant
City Manager
ISSUE NUMBER ONE
January Luncheon
New City Manager
Discusses Recent
Public Opinion
Survey
K
en
Striplin,
Santa Clarita’s new City
Manager, was the
featured
speaker
at the January luncheon, discussing
the city’s recent public opinion survey.
Men’s Wearhouse Founder to Deliver
Keynote at VIA B2B… I Guarantee It!
H
e’s guaranteed millions of men they’re going to like the way they look. On March
19, 2013, Santa Clarita Valley professionals will have a chance to hear secrets of
success from George Zimmer, founder and executive chairman of Men’s Wearhouse, when he takes the stage as keynote speaker for the Valley Industry Association’s B2B Industry Show at the Hyatt Regency Valencia.
The annual expo is the valley’s largest business-to-business networking event, typically
drawing a crowd of about 2,000 attendees (and 200 keynote luncheon attendees), and
featuring nearly 50 exhibitors.
“We did considerable research to locate a speaker who would communicate a message
that would be of interest to our collective membership,” VIA President Kathy Norris
said. We found him especially desirable not only because he has an incredible story
of entrepreneurship of his own, but also because he has created an amazing ‘employee centric’ culture throughout the 1,200 stores in the Men’s Wearhouse network. He
believes in his employees and consistently offers them the tools and the opportunities
they need to grow within the company.”
Continued on page 8
Ken has worked for the City of Santa Clarita since 1995, serving in a leadership capacity in every City department during his
tenure. Ken has served as Department
head and Division Manager in several areas throughout his career and his experience has supported the City’s successful efforts in the opposition of the Cemex
mega-mining project; working toward the
clean-up and reuse of the Whittaker Bermite property; creation of economic development plans and programs, like the
award-winning Film program, to strengthen the local economy throughout the recession; and assumption of library services from the County of Los Angeles in
order to provide enhanced local services
while decreasing operating costs and resident fees.
25030 Avenue Tibbitts, Suite K, Valencia, CA 91355
Phone: 661-294-8088 | admin@via.org | www.via.org
Board of
Directors
Incoming Chairman’s Message:
Imagine the Possibilities in 2013
A
re you ready to make a change for the better? This is the year to shout from the rooftops
to your community, “I will be the difference
this year!” You’re not going it alone: As the incoming chairman of the VIA board, I will be your business
cheerleader.
Alan DiFatta
Accurate Freight Systems
Chairman of the Board
Diana Meyer
Logix Federal Credit Union
Immediate Past Chairman and
Vice Chair, Education
Kathy Norris
Valley Industry Association
CEO/President
Tim Burkhart
Six Flags Magic Mountain
Vice Chair, Programs
J.C. Burnett
Courier-Messenger
Andree Walper
City of Santa Clarita
Andrea McAfee
Bayless Engineering
Treasurer
Denise Henderson
MD Commercial Cleaning
Corporate Secretary
Randy Moberg
LBW Insurance
Anna Frutos-Sanchez
Southern California Edison
Greg Wells
California United Bank
Joe Klocko
College of the Canyons
Andrei Nikitin
Henry Mayo Newhall Memorial
Health Foundation
Ed Masterson
SOS Entertainment
Vice Chair, Member Relations
Chris Chapleau
American Business Machines
Vice Chair, Sales Strategy
Laura Kirchhoff
Child & Family Center
Whatever challenges the past year may have brought,
2013 is the year we pick ourselves up, shake off the
dust, seize opportunities and pursue all our possibilities. It’s time to not just remain status quo, but go
after new things and max-imize our potential.
In the coming year, VIA will provide programming that
challenges and invigorates business owners and entrepreneurs. This isn’t just a bunch of “rah-rah-rah” platitudes – this will be programs focused on real ideas and
tools to aid in your success. Look for more information
about our new VIA Entrepreneurs Academy and our
Junior Entrepreneurs program. These programs will
launch on the heels of our March B2B Industry Show, featuring as keynote speaker George Zimmer,
founder and chief executive of Men’s Wearhouse, and an accomplished entrepreneur.
Our first VIA luncheon of 2013 will feature new City Manager Ken Striplin, who served as Santa Clarita’s assistant city manager until December. Knowing Ken, his speech will be optimistic,
opportunistic andforward-thinking. He’s a perfect example of how change can bring about new
opportunitiesand possibilities.
The New Year is here. Are you off to a strong start? In 2013, I want to challenge you to not simply
make a difference, but to be the difference.
Alan DiFatta
Incoming Chairman of the Board, Valley Industry Association
and owner of Difatta Real Estate
VIA Works! Bayless Engineering
S
ome of you might not expect a manufacturer to be one of the Valley Industry Association’s
dedicated supporters. However, during our many years of involvement in VIA, Bayless Engineering & Manufacturing and its related companies have continued to benefit in numerous
ways through their VIA memberships.
VIA offers its members an excellent means to connect with the best of our local service organizations
such as; advertising agencies, banks, environmental, insurance, staffing, technology, and various
consulting firms. Looking at VIA’s member directory you can see a wealth of other industries showing
how diversified the membership is.
Another impressive value to members is access to our colleges, the City, their services, and to the many Government
Officials who continue to support the VIA membership.
The Valley Industry Association, over 30 years in existence,
is experiencing current and continued growth with newly added objectives for value to members. Having been
members since 1993, Bayless and group look forward to
many more years of association with VIA.
For more information on how your business can be featured in “VIA Works!” email admin@via.org
Closing Letter from 2012
Chairwoman Diana Meyer
W
e often ask ourselves “What have I done with my life?” In a way, VIA does this also
or actually the outgoing Chairman or Chairwoman of the Board does this before our
annual Strategic Planning Session before the end of the year.
As the 2012 outgoing Chairwoman of the Board of Directors, I ask “What have we done in 2012
for our members?” VIA’s three strategic initiatives for 2012 were collaboration, membership recruitment and retention, and leadership development/successor planning. VIA collaborated with
the Santa Clarita Valley Chamber of Commerce, the SCV Economic Development Corporation,
the Valley Industry & Commerce Association, and the Magazine of Santa Clarita to bring various
programming events to the business community. These events included the Assembly and Congressional debates and the inaugural SCV Business Awards.
VIA drew record numbers of business professionals as guests to the monthly luncheons and its signature event, Regional B2B Conference.
Earvin “Magic” Johnson served as the keynote speaker for this year’s B2B event. New committees were formed in 2012 and VIA members had
many different opportunities to become involved members. VIA created networking opportunities through the Board Meet & Greet, Connecting
to Success and VIA ROCKS! As a result, VIA’s membership rose more than 20%.
Finally, VIA developed and launched the first leadership development / successor planning program. Ten individuals signed up for the program
and are actively involved in VIA. One will be joining the Board in 2013 and two will be committee chairs in 2013!
What was the result of these strategic initiatives? Increased membership brought increased sponsorship dollars. Collaboration brought new
networking opportunities for VIA’s members. Leadership development brought new active members to VIA on their path for future Board positions. All in all, a great 2012! Here’s a toast to every VIA member who helped make this year a great year! A toast to the numerous volunteers,
especially the 2012 Board of Directors and VIA’s staff, Kathy and Nancy, for their commitment to VIA! Can’t wait to see what 2013 brings. Join
me…VIA is the place to be!
Diana Meyer
2012 Chairwoman VIA Board of Directors
Logix Federal Credit Union
Welcome New Member!
Please take a time to say hello to our newest members
THE PACIFICA COMPANY
Richard Bonner
25345 Avenue Stanford, Suite 214
Valencia, 91355
661-294-8700
UNION BANK
Rudy Cedillos
21700 Oxnard Street
Woodland Hills, 91367
818-316-3153
S3 BUILDERS, INC.
Marc Rapisardi
PO Box 11478
Burbank, 91510
661-252-7550
ACCURATE FREIGHT SYSTEMS
Tony Demma
28159 Avenue Stanford, Suite 180
Valencia, 91355
661-257-7200
HEYS PLUMBING
John Heys
24730 Avenue Tibbitts, #120
Valencia, 91355
661-294-9393
LOS ANGELES TIMES
Andrea Zito
202 West First Street
Los Angeles, CA 90012
CORRELL ACCOUNTING
Lexi Correll
28005 Smyth Drive, Suite 153
Valencia, 91355
661-295-4658
JIMCO ELECTRICAL CONSTRUCTION
Jim Coffey
26752 Oak Ave., Suite H
Santa Clarita, 91351
661-252-1227
EEAP
Bill Whitaker, Michael Crawley
514 Commerce Avenue, Suite E
Palmdale, 93551
800-734-3574
ADAGE IT
Jeremy Stepan
27943 Seco Canyon Road
Santa Clarita, 91350
661-349-7702
REIS ROBOTICS
Audrey Rodriguez/Christopher Clark
28490 Westinghouse Place, #170
Valencia, CA 91355
Member Contributed:
Cause-Related Marketing A powerful opportunity for SCV Businesses
Liberty and business jumped 28 percent for
American Express.
By Lois Bauccio,
President and Executive Director
Child & Family Center Foundation
P
ink ribbons and hearts are images that
flood our televisions and computers
with advertising. Yogurt and cereals
ubiquitously tout their company’s concern
with social welfare. These are examples of
how “cause-related marketing” has worked
its way into our collective social consciousness, and how corporations and charities
have shared in a bottom line boom.
Beginning in 1976 with a campaign on behalf
of the March of Dimes by the Marriott Corporation, Bruce Burtch conceived a new marketing idea which he characterized as, “doing
well by doing good”. Since then the idea has
mushroomed to include numerous for-profit
and non-profit businesses alike, including Famous Amos, Komen for the Cure, American
Express, and many, many more.
The simple idea basically describes efforts to
support charitable causes in a way that also
promotes business. When American Express
offered a penny for each use of the card and
a dollar for each new card issued to the Statue of Liberty renovation program, over a four
month period $2 million was raised for Lady
This type of corporate support should not be
confused with sponsorships and other forms
of cash or in-kind gifts. These are philanthropic and most commonly secured through
a business’s “community outreach” budget
line item. Cause marketing is supported
through the marketing line item which may
be more readily accessible than is the philanthropic approach.
According to the Cone Millennial Cause
Study of 2006, 89% of Americans (aged 13
to 25) would switch from one brand to another of a comparable product (and price) if
the latter brand was associated with a “good
cause”.
Enter Santa Clarita. First look at demographics. The growth of the 25-35-year age group
is projected to increase 27.7% between the
years of 2010 and 2015. This group will also
be growing in influence and decision responsibility. As the Millennial Study has shown,
these folks will support businesses that
demonstrate community investment.
Next, look at the economic climate affecting
personal giving practices. During difficult
economic times, individuals sometimes find
it easier to support a given product when
they know a charity will benefit, than they do
to write a check to that charity. So the time
could not be better for businesses to augment an existing charitable sponsorship program. There are other possibilities for cause
marketing to create business such as special
packaging for a product or service, product
licensing, partnerships, employee service
programs, charity auctions, etc. The opportunity for creative marketing is truly limitless!
Santa Clarita is a special place…one which
supports local charities that improve the
quality of life for everyone. Nonprofits can
offer a new, diverse exposure to creative and
charitable local businesses.
Child & Family Center has enjoyed a special
relationship with businesses for decades
through Taste of the Town, Kid Expo, Corporate Family, and more recently through
Guardians of Hope. We look forward to an
even more robust business relationship with
our business partners in the future.
Join us and many local businesses at Child
& Family Center’s Century & Family Fun Ride
on March 30, 2013 and Santa Clarita’s Best
Charity Event: Taste of the Town on May 5,
2013.
Calendar of Events - 1st Quarter 2013
Wednesday, January 16
Wednesday, January 23
Friday, February 1
Tuesday, February 5
Friday, February 8
Friday, February 8
Tuesday, February 19
Wednesday, February 20
Wednesday, February 27
Friday, March 1
Tuesday, March 5
Thursday, March 7
Friday, March 8
Tuesday, March 19
VIA Strategic Planning Mtg.
VIA Board of Directors Meeting
VIA Education/CTS Committee
Sales Strategy Task Force
B2B Committee Meeting
Membership Committee Meeting
VIA Monthly Luncheon
VIA Strategic Planning Mtg.
VIA Board of Directors Meeting
VIA Education/CTS Committee
Sales Strategy Task Force
B2B Committee Meeting
Membership Committee Meeting
B2B Conference & Industry Show
7:30 AM
7:30 AM
7:30 AM
7:30 AM
8:00 AM
9:00 AM
11:45 AM
7:30 AM
7:30 AM
7:30 AM
7:30 AM
8:30 AM
6:00 PM
12:00 PM
VIA Office
VIA Office
VIA Office
VIA Office
VIA Office
VIA Office
Valencia Country Club
VIA Office
VIA Office
VIA Office
VIA Office
VIA Office
Location TBD
Hyatt Valencia
Let’s Connect
2013
03•19•13
Hyatt Regency Valencia
PRESENTING SPONSOR
1 Available
Contact via office for information
(661) 294-8088
Kathy@via.org
admin@via.org
KEYNOTE SPONSOR $5,000
1 Available
(1) Green Room visit with Keynote Speaker
Full page ad in program book
Media recognition in all ads placed
Recognition at keynote luncheon
Recognition at VIP Reception
Logo on all communications
Specialty Banner over trade show
Mailing list of registered participants
4 seats, Luncheon Keynote address
10 VIP Reception invitations
10 admission tickets to trade show
Keynote Speaker
George Zimmer
Founder and Executive Chairman, Men’s Wearhouse
VIP SPONSORS $2,500
6 Available
4 reserved seats, Luncheon Keynote address
½ page ad included (can apply value toward larger ad)
Media recognition in all ads placed
Recognition at VIP Reception
Specialty Banner over VIP Reception and trade show
Mailing list of registered participants
5 VIP Reception invitations
2 minute presentation at VIP Reception
10 admission tickets to trade show
MEDIA SPONSORS $2,000
2 Available
Media recognition in all ads placed
Specialty banner at show
5 admission tickets to trade show
2 VIP Reception invitations
SIGN SPONSORS $1,500
2 Available
¼ page ad included (can apply value toward larger ad)
Media recognition in all ads placed
Specialty Banner
5 admission tickets to trade show
2 VIP Reception invitations
PROGRAM SPONSOR $2,000
2 Available
Media recognition in all ads placed
Ad on ½ back cover of program book
2 admission tickets to trade show
UP SIGNS $500
10 Available
Large sign with your logo suspended over trade show
floor. Foyer area only
www.VIA.org
Contact VIA for additional information 661-294-8088 or by email: admin@via.org
Let’s Connect
2013
03•19•13
Hyatt Regency Valencia
The Valley Industry Association presents the 2013 VIA B2B Industry Show,
Santa Clarita’s largest business-to-business show March 19, 2013.
VIA B2B 2013
VIA B2B Industry Show
Tuesday, MARCH 19, 2013
Sponsor Packages:
Presenting SponsorContact VIA Office
Keynote Sponsor
$ 5,000
VIP Sponsors
$ 2,500
Program Sponsors
$ 2,000
Media Sponsors
$ 2,000
Sign Sponsors
$ 1,500
UP Sign Sponsors
$ 500
Exhibitor Packages:
Super Premium Booth (10’ x 10’)Sold Out
Premium Table TopSold Out
Standard Table Top
$ 400
Attendee Ticket Pricing:
Luncheon Keynote* with George Zimmer
Before December 31, 2012
$ 75
Jan. 1 thru Feb. 15, 2013
$ 99
After Feb. 15 (if available)
$ 125
Full reserved tables of 10 available
*Includes trade show exhibits and VIP Reception
Industry Show Exhibits and
VIP Reception Only
$25
R e s e rva t i o n F o r m
Name of Company/Organization:
Contact Name:
Phone:
Address:
City:
Zip Code:
Fax:
Email:
Please charge my:
Visa
Mastercard
Card Number:
Expiration:Security Code:
Total:
Name on Card:
George Zimmer, an American entrepreneur,
the Founder and Executive Chairman of the
Men’s Wearhouse, a men’s clothing retailer
that has more than 1,200 stores, keynotes
the VIA 2013 B2B Industry Show luncheon
address on Tuesday, March 19, 2013 at the
Hyatt Regency Valencia.
Billing Zip Code:
Signature:
Register online or fax your completed form to (661) 775-9670.
www.VIA.org
Contact VIA for additional information 661-294-8088 or by email: admin@via.org
Member Contributed:
The Most Difficult Question in Marketing
By Jill Mellady
“W
hat type of response rate can
I expect?”
It is the question we hear the
most often when talking to clients about their
marketing — and it is also the toughest question to answer.
Clients always want to know exactly how
many phone calls their mailing will generate,
or how many click-throughs their e-newsletter will receive, or how many new social media fans they’ll cultivate as a direct result of
a new initiative. Unfortunately, satisfying answers are especially difficult to come by, as
there are numerous variables involved. For
example, if you sell pet grooming services
and send out a postcard mailing to everyone
in a particular ZIP code (many of whom don’t
even have pets!), you would likely receive just
a handful of phone calls.
However, you could expect more responses
if you mailed the postcards only to pet owners. You would receive even more phone calls
if you offered a substantial discount on your
services!
You see, it isn’t about how many people respond to your marketing. It’s about targeting
your audience and your return on investment
(ROI). Your ROI is the true measure of success in any marketing campaign because
you are focusing on how much revenue is
coming in, not how many phone calls you get
after mailing your postcards.
Here’s why your ROI is so important: You
could send off 10,000 postcards and only get
10 people to call you back, which would look
like a mere 0.1 percent response rate. However, of those 10 who called, you may get five
who turn into long-term clients, giving you
business for life — which pays off greatly in
the long run!
media and more. Every campaign is created
with the client’s goals in mind, utilizing the
best combination of media and marketing
tools to achieve those goals. We will develop
your campaign and execute all components,
start to finish, from design to printing, mailing
and clicking on the “send” button, to improve
your ROI.
Let’s take a closer look.
While we would love to see you get high response rates, we’d love even more to see
you increase your revenue and build a longterm customer base!
John owns a pool care service. He charges
$100 a month for weekly pool service and
chemical treatment. To get more business
flowing his way, John decides to send out
a postcard mailing. He spends $800 to print
and mail 2,500 postcards to homeowners
with pools. Out of those 2,500 postcards, 12
call him to ask about his service and six actually hire his company to service their pool.
So, John will generate an additional $600 per
month ($7,200/year) in revenue for his onetime investment of about $800.
Jill Mellady, president of Mellady Direct
Marketing, can be reached at
661-298-9190 or jill@melladydirect.com;
www.melladydirect.com.
As you see, you cannot judge a successful
marketing campaign by the number of responses. It is far more important to generate
more revenue than it is to receive more phone
calls. Responses mean nothing unless money and business back them up. Positive ROI
is what businesses should look for, not percentage-based response rates.
Mellady Direct Marketing works to help businesses increase their revenue through multiple marketing platforms — including direct
mail, e-newsletters, social media, traditional
Men’s Wearhouse Founder to Deliver
Keynote at VIA B2B… I Guarantee It! (continued from front)
Zimmer opened the first Men’s Wearhouse in Houston in 1973, after travelling around Texas, Oklahoma and Louisiana selling clothing samples
out of the trunk of his car for his father, a manufacturer of menswear. After opening that first store, he spent the next decade opening one store
per year in Texas. In the early 1980s the company opened its first store in San Francisco, and in 1992 Men’s Wearhouse went public, spending
the next 10 years opening 50 stores annually. The gravelly voiced public face of Men’s Wearhouse has attributed his company’s success to a
few factors: Investing in one’s workforce, developing trust with customers and finding a good slogan.
About Men’s Wearhouse
Men’s Wearhouse is one of North America’s largest specialty retailers of men’s apparel. The Men’s Wearhouse, Moores and K&G stores carry
a full selection of men’s designer, brand name and private label suits, sport coats, furnishings and accessories. Tuxedo rentals are available in
the Men’s Wearhouse, Moores and Men’s Wearhouse and Tux stores. Men’s Wearhouse operates a global corporate apparel and workwear
group consisting of Twin Hill in the United States, and Dimensions and Alexandra in the United Kingdom.
For more information on VIA’s B2B Industry Show, visit www.via.org.
For more information on Men’s Wearhouse visit www.menswearhouse.com.
City of Santa Clarita Spotlight:
Santa Clarita Hires New Assistant City Manager
N
ew City Manager Ken Striplin announced his new Assistant City Manager, bringing a familiar face back to
City Hall with the hiring of Frank Oviedo who
worked for the City from 1997-2002.
Oviedo is currently the city manager for the
City of Wildomar, California where he has
worked since 2009. Prior to that, he was
the Deputy City Manager for the City of Elk
Grove, California from 2002-2009, where
he also worked as the assistant to the city
manager.
“Frank is bringing us 15 years of experience
in city government with a number of successes. During his career, he has worked in every
city department in three cities, with a steady
progression of management responsibilities
in local government. He will be a great fit for
Santa Clarita,” commented Ken Striplin.
While in Santa Clarita, Oviedo worked as a
management analyst for the parks and recreation department, as well as serving as
interim parks superintendent and as a management analyst in the City’s finance department. As Deputy City Manager and assistant to the City Manager in Elk Grove, he
worked on the city’s budget, as well as with
human resources, the police department,
led various contract negotiations including
complex trash and transit contracts, and
with the City’s old town revitalization project.
Oviedo has both administrative and development services oversight experience,
developing Wildomar’s first comprehensive economic development work plan and
creating policies encouraging economic
growth by creatively “phasing commercial
projects in order to jump start pre-recession
approved plans. Also in Wildomar, he imple-
mented a new finance accounting system
for better accountability and long term financial health.
“I am very excited to be returning to Santa Clarita. The leadership in Santa Clarita is
well-known for excellence and innovation;
Santa Clarita is absolutely a leader in the
State—the City everyone wants to emulate
for its successes,” said Frank Oviedo.
Frank Oviedo earned a Bachelor’s degree
from Fresno State and a Master’s degree
in Public Administration from Arizona State
University. He is a member of the International City/County Manager Association, the
California Society of Municipal Finance Officers, and the Government Finance Officers
Association. He is married with two children
and enjoys marathon running, trail running,
sea kayaking and international travel.
Caught in the Act!
Limited Advertising
Spots Still Available!!
Distributed to Over
2,500 Local Business
Owners and
Community Leaders.
Contact the VIA Office
For More Information
admin@via.org
The 2013 Export Workshop Series
How to Make Money in Exporting
Free Workshop Series starts January 29, 2013
Tuesdays, 9:00 a.m. to Noon
Workshop Series
• Is Exporting for Me?
• Finding & Entering New Export Markets/International Matchmaking
• International Business Culture
• Internet Export Marketing
• Export Sales Techniques
• Export Trade Finance & Insurance - Getting Paid
• Legal Do's and Don’ts for Exporters
• Freight & Logistics - Delivering Export Goods
Date
January 29
February 12
February 26
March 12
March 26
April 9
April 23
May 7
These free workshops are held in conjunction with the Port of Los Angeles
and its trade industry partners. Eight International Trade workshops will be
presented every two weeks from January 29, 2013 through May 7, 2013.
REGISTER:
To register please call the SBDC at 661-362-5900, email sbdc@canyons.edu
or visit: http://tinyurl.com/exportworkshop
Dr. Dianne G. Van Hook University Center at College of the Canyons, SBDC - Rm. 223
Daily parking fee of $2.00 to park at College of the Canyons.
Parking pass kiosk located in lot 14. Visit www.canyons.edu/maps for campus map.
Grow your business through exports!
PRSRT STD
U.S. POSTAGE
PA I D
MELLADY DIRECT
MARKETING
25030 Avenue Tibbitts, Suite K
Valencia, CA 91355
Phone: 661-294-8088 | admin@via.org | www.via.org
Welcome to the inaugural issue
of VIA’s quarterly newsletter!
Look inside for helpful stories
plus information about our
annual B2B Industry Show on
March 19.
Want VIA to Work for You?
Contact our office today about exciting
opportunities coming soon!