oakland business review february 2012

April 2010 | 1

CHAMBER CELEBRATESBLACK HISTORY MONTHPages 6-7

THE AWARD-WINNING PUBLICATION OF THE OAKLAND METROPOLITAN CHAMBER OF COMMERCE |

Oakland Business Review

www.oaklandchamber.com | VOL XXXIX NO. 2 February 2012

R O C K R I D G EWells Fargo salutes OaklandneighborhoodsPage 24

Leadership Oakland visits the Oakland Fire Departmenton Public Safety Day. See page 16.

> Dr. Teresa Swartz to speakApril 6 on the ‘transformativepower of education’

> Showcase your business at the 2012 Procurement Fair

Is it time to do a better jobmarketing your business? Doyou want to promote yourproducts and services beforesome 200 Chamber members and guests? Here’s your chance.

The Chamber’s annual East Bay Business and Procurement Fairwill be held on Friday, March 2, bringing vendors, business organi-zations, public agencies and members of the local communitytogether to facilitate business-to-business partnerships andcreate new customer leads.

The fair, which will run from 2-5 p.m. at the Oakland MarriottCity Center, is a great chance to network in a fun, professionalenvironment. Booths are available starting as low as $199 if paidby Feb. 10. More information – including tickets and a regularlyupdated list of participating businesses and public agencies – canbe found at www.oaklandchamber.com.

If you are a new member of the Chamber, this is an excellentopportunity to introduce yourself and your products and servicesto the broader Oakland business community. Existing members,particularly those interested in procurement opportunities withstate and county public agencies, are also recommendedparticipants.

Individual attendance is free and open to the public. Attendeeswill have the chance to network with procurement representativesfrom major public and private entities, and will enjoy the chanceto learn about topical business issues directly from experts at the

new “Presentation Station.”Complete details can be

found online at www.oaklandchamber.com. Pleasecontact Amanda Medina [email protected] or at (510) 874-4800, ext. 319 for details and to reserve abooth. �

The East Bay Women inBusiness Roundtable’s(EBWIBR’s) 2012 luncheonseries, “Women Defining theEast Bay’s Future,” continuesin April with a woman whoeducates many of the BayArea’s upcoming businessleaders. Dr. Teresa (Terri)Swartz, dean of the College ofBusiness and Economics and

professor of marketing at California State University, EastBay, headlines the April 6 luncheon at the Waterfront Hotelin Jack London Square.

Dr. Swartz will draw on her substantial experience asan instructor and university administrator to discuss thetransformative power of education and how educationcan impact the development of business leaders and thebusinesses they run. She has a B.S. and M.B.A. from ClarionUniversity and a Ph.D. from Ohio State University. Dr.Swartz was named dean of the College of Business andEconomics at California State University, East Bay inDecember 2007. She spent 11 years on the faculty ofArizona State University where, among other positions,she was director of research for the Center for ServiceLeadership.

Just prior to joining CSU East Bay, Dr. Swartz was aprofessor for 16 years at the Orfalea College of Businessat California State University, San Luis Obispo. She hasworked on marketing research projects in southern Africa,the Middle East and Europe, in addition to the UnitedStates.

Dr. Swartz’s expertise and insight into how education isshaping business leaders, in particular, businesswomen,promises to make this event enlightening. Her vision andleadership has resulted in the selection of CSU East Bay'sCollege of Business and Economics, as one of the bestbusiness schools in the United States by the PrincetonReview for the sixth consecutive year.

Dr. Swartz’s recent accolades also includes that she hasbeen named, by the San Francisco Business Times, one of theBay Area’s Most Influential Women for the past two years.

The April 6 EBWIBR luncheon will begin at 11:15 a.m.with the program beginning at 11:45 a.m. The eventconcludes with additional networking until 1:30 p.m.

The cost is $35 for Chamber members and $45 fornon-members. Same day registration increases the priceby $10.

The event will be held at the Waterfront Hotel at10 Washington St. in Jack London Square.

For questions or to register, visit www.oaklandchamber.com or contact Amanda Medina at (510) 874-4800,ext. 319 or at [email protected].

Kim Y. Arnone, senior counsel at the law firm ofBuchalter Nemer, is co-chair of the East Bay WomenIn Business Roundtable. �

> MegaRegionSummit – May 4The Oakland MetropolitanChamber of Commerce is in theplanning stages with the city ofOakland, the Port of Oakland, Bankof America and other stakeholdersto maximize the impacts of the2010 Northern CaliforniaMegaRegion Collaboration and2011 MegaRegion Export Initiative.

Now in its third year, theMegaRegion Summit will gatherbusiness leaders, labor representa-tives, industry experts, technologyinnovators, government leaders,educators, development planners,and community partners to brain-storm solutions, identify obstaclesand develop strategies to keep theNorthern California regioncompetitive.

This year, the program willprovide something for everyone,with a selection of themed mobileworkshops that allow participantsto explore Oakland – the thrivingcity at the heart of theMegaRegion.

For more information, [email protected] save the date – May 4, 2012!�

ADDENDUMAdd to your Membership DirectoryPage 20

� The Oakland law firm BurnhamBrown featured a roulette wheelat its booth.

Dr. Teresa (Terri) Swartz

>Chamber nowselling federaland stateemploymentpostersThe Oakland MetropolitanChamber is now selling 2012California and Federal EmploymentPosters. If you get one thing toprotect your company in 2012 fromliability and government fines, itshould be the labor law poster(regular or laminated), which isrequired for all businesses.Whether you have one employeeor 1,000 employees, you’rerequired to post 16 state andfederal notices. You can avoid finesin the thousands of dollars bypurchasing a poster from theChamber.

For more information or toorder your 2012 posters, contactHank Masler at (510) 874-4808 orat [email protected].�

� Don Landers, a salesrepresentative from FolgerGraphics, showed off a sample ofthe firm’s printing capabilities atlast year’s East Bay Business andProcurement Fair.

NOVEMBER ELECTIONSOakPAC will be busy this year8

by Kim Y. Arnone

| OBR Oakland Business Review | www.oaklandchamber.com2

Names in the news

• Wendel, Rosen, Black & Dean LLP has

elevated attorney Gregory Jung to partner.

Jung is a member of Wendel Rosen’s litigation

practice. In addition, the Oakland-based law

firm has added Jennifer Tang as an associate to

its litigation practice group. Tang earned her

J.D. from the University of California, Hastings

College of the Law in 2011, where she was a

three-time recipient of the Witkin Award for

Academic Excellence, bestowed upon the

highest achieving student in select California

law school courses.

• Audrey Elbert, J.D., CPA has been admitted

to the partnership of Williams Adley, a leading

CPA firm located in Oakland. In addition,

Kenneth Yu, CPA, has been promoted to audit

manager. Elbert joined the firm in 1992 and

possesses a wealth of knowledge and experi-

ence in audit and assurance services, while Yu,

who joined the firm in 2004, has proven

knowledge in audit and assurance.

• Chabot Space & Science Center has

announced the election of Michael Levi as

chair of the Joint Powers Agency (JPA) Board

of Directors, which governs Chabot along with

the Oakland Unified School District, the city of

Oakland, the East Bay Regional Park District,

and the Eastbay Astronomical Society. Levi

had been serving as vice chair of the JPA Board.

He replaces Oakland Mayor Jean Quan at the

end of her term as chair. Mayor Quan remains

on the board. Levi is a practicing experimental

astrophysicist and elementary particle

physicist.

• Veteran public law attorney Vincent

Ewing has been named general counsel for AC

Transit. As a former deputy city attorney for

Los Angeles, assistant city attorney for Santa

Rosa, city attorney for East Palo Alto, and a

prosecutor of violent crimes for the city of Los

Angeles, Ewing brings vast experience in a

variety of legal arenas, especially public law.

• Olis Simmons, who directs Youth

Uprising, a “youth transformation center”

in East Oakland, will be honored with a 2012

James Irvine Foundation Leadership Award on

Monday, Feb. 13 at the Sheraton Grand Hotel in

Sacramento. For information contact Melissa Shetler at (916) 448-3444

or at [email protected].

• Knowing how to collaborate is one of the keys to meeting the

challenges of a rapidly changing world. Join Bay Area Nonviolent

Communication for the first workshop in a series designed to provide

a fresh perspective, innovative tools, and increased resilience in the

face of ongoing challenges. “Embracing Challenges to Increase

Collaboration” will be held on Wednesday, Feb. 29 from 1-5 p.m. at

the Chamber offices, 475 14th St. For information call (510) 433-0700

or email [email protected]. �

Gregory Jung

Jennifer Tang

Michael Levi

Vincent Ewing

Audrey Elbert

Kenneth Yu

February 2012 | 3

Black History Month / Upcoming Events / Welcome Art Martinez

Working for your business success and community

From the President | Joe Haraburda

Remembering our past is a key to taking our today to a new level ofhumanitarianism!

In September of 2011 we unveiled phase one of the largest bronze monumentin the West – “Remember Them: Champions for Humanity.” Of the 25 humanitari-ans on the monument, artist Mario Chiodo selected seven who are celebratedduring Black History Month. They are:

• Ruby Bridges – “Each and every one of us is born with a clean heart…[we]know nothing about hate or racism.”

•Maya Angelou – “The knowledge that human beings are more alike thanunalike saves me from listening to the ignorance that would divide us.”

• Frederick Douglass – “The soul that is within me no man can degrade.”• Rosa Parks – “I believe there is only one race – the human race.”• Ralph Abernathy – “Let us keep love in our hearts but fight until the walls

of segregation crumble.”•Martin Luther King Jr. – “Injustice anywhere is a threat to justice

everywhere.”• Coretta Scott King – “Hate is too great a burden to bear. It injures the hater

more than it injures the hated.”Other notable humanitarians – those from Oakland – are Joyce Taylor,

“Mother” Mary Ann Wright and Dr. Marcus Foster.As you celebrate Black History Month take time to visit the monument in the

Henry J Kaiser Memorial Park next to the Fox Theater in Downtown Oakland andreflect on the sacrifices and accomplishments of these ten among many! We arewho we are today in many ways because of the lives they lived! Let us remember!

Save the dates for these upcoming eventsThe Chamber of Commerce is proud to provide our members with the highestquality of training, recognition, information and networking, as well asopportunities for community involvement in the Oakland metropolitan area.

The following are just some of the many Chamber events that will be featuredin 2002. Make a note of these informative and entertaining programs and plan toattend:

• East Bay Business & Procurement Fair – Friday, March 2, OaklandMarriott City Center

• Economic Summit – Join us in the Heart of the MegaRegion, Friday, May 4

We stand up for businesses in every part of Oakland.

to delve into the city of Oakland’s Economic Development Plan, get up close tothe Port of Oakland and hear “Why Oakland” from successful local technologyand innovation companies! We will convene at the new Jack London SquareMarket Building mid-day for presentations, followed by bus tours, an engagingpanel on Green Technology, and an end-of-day reception sponsored by theOakland Restaurant Association. For more information, contact Eleanor Hollanderat [email protected] or at (510) 874-4800, ext 320.

• 107th Annual Meeting & Chamber Awards –Wednesday, June 27,Oakland Marriott City Center

• Golf Tournament – Monday, Oct. 15, Sequoyah Country Club• America’s Children’s Holiday Parade – Saturday, Dec. 1, through the

streets of downtown OaklandOther notable events during 2012 are East Bay Women in Business luncheons

at the Waterfront Hotel (the first Fridays of every other month beginning in Feb-ruary), two Chamber Day at the A’s (Friday, May 25 vs. the New York Yankees andFriday, June 22 vs. the San Francisco Giants) as well as various Power Breakfasts.

For information on these and other Chamber of Commerce events, contactAmanda Medina of our staff at (510) 874-4800, ext. 319 or at [email protected].

We welcome Art MartinezCongratulations are in order to long-time Chamber Board member andsmall business friend Emily Shanks, who has been promoted from beingchannel integration executive for small business and borrowing at Bankof America. Because she’ll now be covering five western states, she’s hadto resign from our Board. But while we’re disappointed in losing Emily,we’re pleased to announce that Art Martinez, Bank of America’s smallbusiness banking manager, will be replacing her.

Art has worked at Bank of America for more than 20 years and hasheld positions with the Merrill Lynch, Home Loans, Commercial andBusiness Banking departments.

Art and his 15 Small Business Banking team are focused on buildingprofitable new relationships and deepening existing ones with small businesscustomers. They make approximately 750 visits to businesses every month. �

Art Martinez

February 2012 | 5

On Sunday, March 25, runners from all over the world will participate inthe third annual Oakland Running Festival. The two-day event featuringa health and fitness expo as well as races ranging from a full marathonto a kids’ fun run has sold out each of the first two years and has beendeclared an overwhelming success by both runners and the community.

With current registration numbers pacing 43 percent ahead of last year’space, this year’s Oakland Running Festival is sure to build offits past success.

The race will start and finish at a new venue – SnowPark, off the shores of Lake Merritt. This 4.2-acre park islocated on the corner of a bustling business district and willgive runners a great view of Lake Merritt, one of Oakland’smost scenic venues.

Lee Corrigan, president and chief executive officer ofCorrigan Sports Enterprises (CSE), said, “By moving ourStart and Finish lines to Snow Park we will be able tocontinue to grow the event. Lake Merritt and Snow Parkwill serve as a spectacular backdrop and will leave a lastingmemory for runners and fans. We anticipate huge crowds togather around Lake Merritt, Oakland’s crown jewel, and fanswill help propel runners to our finish line.”

The Oakland Running Festival was created by Chambermember Corrigan Sports Enterprises, which has producedseveral highly successful running events and other sportingevents on the East Coast, including the Under ArmourBaltimore Running Festival.

CSE’s first venture to the West Coast, the OaklandRunning Festival (ORF), has become the city’s next bigevent, as has been the case with the Baltimore RunningFestival over the last decade. In fact, organizers have seen growth of the ORFincrease faster than Baltimore during the same time frame. By comparison,Baltimore’s 2011 field was 25,000 for its 11th annual event.

The Festival gets underway on Saturday, March 24 with the Health andFitness Expo beginning at 9 a.m. at the newly renovated Oakland MarriottCity Center. The event features local companies as well as vendors from allover the country touting their area business and the latest in running and

> New start and finish venue for Oakland Running Festival

nutritional products. Other race organizers also participate in the expo asthey look to recruit participants. All runners are required to attend the Healthand Fitness Expo in order to pick up their race-day numbers, timing chips andGreenlight runner’s premiums. The expo is free and open to the public, andcloses at 5 p.m.

On Sunday morning at 7:30 a.m., more than 1,500 harriers will line up at19th Street and Harrison to begin their 26.2-mile trek through the streetsof Oakland. This year’s course will allow participants to run past City Halland the Fox Theater, the Remember Them monument, which was recentlyunveiled by the Chamber, the Paramount Theatre, Fairyland and otherOakland landmarks.

Runners will traverse through many of the districts ofOakland, including Old Oakland, Downtown, Piedmont,Telegraph, Rockridge, Montclair, Dimond, Fruitvale,Chinatown, Jack London Square, West Oakland,Koreatown and Lake Merritt.

After going down 27th Street, the field will takealmost a complete lap around picturesque Lake Merrittand head to 19th Street for their final turn onto TelegraphAvenue and the finish line, where the Raiderettes await tocongratulate them on their accomplishment.

In between the start of the full and half marathons willbe the 5k, which for the first time will be held on Sunday.Nearly 1,500 additional runners will take to the 3.1-milecourse which circles Downtown Oakland. For the firsttime, the harriers will run exclusively on the streets andrun through the same finish line as all the runners.

Around 9:15 a.m., a slew of children up through age 12will be participating in the Lucky Kids Fun Run, featuringtwo different distances.

Throughout the day, the Celebration Village will takeplace at Snow Park. Just outside the finish line, runnerswill gather here to receive their medals, water, food andtwo free beers, courtesy of Coors Light. In addition, therewill be live music provided by two local bands, games for

kids and food vendors.The Oakland Running Festival has generated close to $5 million for the

city of Oakland and nearly $500,000 for local charities such as the Ella BakerCenter, Team in Training, and Running for a Better Oakland, to name a few.

Through two years of the event, CSE has received a 97 percent approval

– continued on page 19


A celebration of achievements by African Americans and important milestones throughout U.S. history

black history month

Dr. Woodson selected the second week of Februarybecause it included the birthdates of President AbrahamLincoln (Feb. 12) and Frederick Douglass (Feb. 14), two significant figures in Black history.

Along with the presentations, publications, paneldiscussions and pageants, Black History Month is anannual embrace of the scholarly work of peoplededicated to identifying and preserving the human trialsand triumphs experienced by Blacks. The work of thesehistorians, sociologists, bibliophiles, writers, artists, andcollectors add to the enormous value and importance ofBlack history.

Arturo Alphonso Shomburg, W.E.B. Du Bois, Anna JuliaCooper, Marion Thompson Wright, John Hope Franklin,Lerone Bennett, Jr., Edward France and so many more havemade considerable contributions to the field of history ingeneral and to Black history in particular. Collections ofwritings, manuscripts, photos, recording and other ac-counts are now available for all to review. The Shomburg

Center for Research in Black Culture in Harlem, New York, the African AmericanHistory collections and exhibits in Washington, DC1, and the archival collectionsof the African American Museum in Oakland are only a few of the outstandinglocations available to all Americans not only during Black History Month butthroughout the year.

At our sister campus, San Jose State University, there is a statue depicting aseminal moment in Black History – the silent protest at the 1968 Olympics byTommie Smith and John Carlos (both San Jose State students), the Gold and Bronzewinners of the 100 meter track event. The statue, dedicated in 2005, shows bothathletes with the “Black Power salute” – clenched fists raised up. The memorialplaque reads, “Tommie Smith and John Carlos stood for Justice, Dignity, Equalityand Peace.”

Closer to home, Oakland is a Black History treasure trove. There are trailblazerswho have gone before us and those who are still with us right here in Oakland.“Negro Trailblazers of California” was written in 1919 by Delilah Beasley who was alsothe first Black writer for the Oakland Tribune. Thomas L. Berkley was the co-founderof the West Coast Black Publishers Association and the first African American PortCommissioner in the country serving 11 years with the Port of Oakland.

Among the living legends, Odell Sylvester was the first Black to achieve the rankof sergeant, lieutenant, captain and deputy chief in the Oakland Police Department.He later became Berkeley’s first African American police chief. His Oakland neighboris Stan Hebert, Esq. who was the first African American student to ever attendMarquette University High School in Milwaukee, Wisconsin and was later the“highest ranking Negro in state government” when appointed to the WisconsinPublic Service Commission. Hebert also served 18 years as Port Attorney for thePort of Oakland before retiring.

While Black History Month serves to foster continued interest in all Blackachievements, each year embraces a specific theme. For 2012, the theme is “BlackWomen in American Culture and History.” According to the Association for the Studyof African American Life and History, the organization co-founded by Dr. Woodsonin 1915, the intention has never been to dictate or limit the exploration of the Blackexperience, but to bring to the public’s attention important developments that meritemphasis.2

Whether you attend a special event, view a historical exhibit or visit with a livinghistory maker, Black History Month is a celebration shared by all Americans. Regard-less of culture, language, lifestyle, religion or status, it is an opportunity to discoverthe historical links that connects us all. �

1 This collection and exhibit is a joint effort of the Library of Congress, National Endowment forthe Humanities, National Gallery of Art, National Park Service, Smithsonian Institution, UnitedStates Holocaust Memorial Museum and the U.S. National Archives and RecordsAdministration.

2 Association for the Student of African American Life and History websitehttp://www.asalh.org/themes_future.html.

Stan Hébert, III is associate vice president of student affairs at California State

University, East Bay, and is a member of the Chamber’s Board of Directors.

> Black History Month – A celebration shared by all Americansby Stan Hébert, III

Stan Hébert, III

> Kaiser Permanente – A champion of diverse hiringby Nathaniel Oubré

I am a second-generation Kaiser Permanenteemployee – my mother was a nurse for more thanthree decades in Los Angeles – and for me, thisspecial month is also about pride in working foran organization that has been a health careleader and a champion of diverse hiring for morethan 65 years.

One of Kaiser Permanente’s founders, theindustrialist Henry J. Kaiser, recruited and hiredAfrican Americans, women and other minoritiesin his ship-building projects in Richmond duringWorld War II. Before corporations championedhiring diversity, Henry J. Kaiser practiced it in thedefense industry.

He and Dr. Sydney Garfield went on to forma health care system to serve their diverseworkforce that today, with a nationalmembership of 8.9 million, is a national modelfor total health. Kaiser Permanente is one of thenation’s largest not-for-profit health plans,recognized for its quality care and diverseworkforce.

Oakland and Richmond’s 5,000-strongworkforce is part of a national organization that is 74 percent women and54 percent people of color.

George Halvorson, Kaiser Permanente’s chief executive officer, told aninterviewer for Profiles in Diversity: “In some industries, there are perhapsonly vague connections between diversity and the work of theorganization. Not with us. We have research which proves the connectionbetween health care and diversity, and this knowledge gives us acompelling case for understanding, leveraging and embracing diversityand its applications in our business.”

It is this commitment that has brought recognition to KaiserPermanente. In 2011 Kaiser Permanente ranked No. 1 on Diversity Inc’s Top50 companies for diversity, and is ranked third in top companies for AfricanAmericans. Among a list of “Best Places to Work,” Computer World, theSan Francisco Business Times, and Diversity MBA Magazine, all citedKaiser Permanente’s commitment to diversity, innovation and advocacy.

Multicultural staff associations, diversity directors and diversitycouncils are in place within Kaiser Permanente, including our KaiserPermanente African-American Professional Association, a resource forthe African American community within the organization.

Kaiser Permanente’s commitment to diversity extends to thecommunity, with annual celebrations to honor Dr. Martin Luther King Jr.’sDay of Service in January. Thousands of employees throughout theorganization volunteer in community service projects that benefitorganizations in need.

Kaiser Permanente also nurtures its future workforce, and supportsprograms such as Job Shadow Day, a partnership with Oakland TechnicalHigh School’s Health Academy.

Diversity also applies to Kaiser Permanente’s delivery of quality care.The Human Rights Campaign’s Health Care Equality Index gave KaiserPermanente a perfect rating of 100 percent for its care of Lesbian, Gay,Bisexual and Transgender members.

As a not-for-profit health care system, our mission is improving thehealth of the communities we serve. That community is more multi-cultural and diverse than the shipyard workers Henry J. Kaiser soughtto serve.

It is the embodiment of Martin Luther King, Jr.’s dream. �

Nathaniel Oubré, a senior vice president and East Bay area manager,

Kaiser Permanente Oakland Medical Center, is a member of the

Chamber’s Board of Directors.

Nathaniel Oubré

In celebrating BlackHistory Month in

February, ournation reflects onand honors the

legacy of AfricanAmericans, the

measure of theirsacrifice and

contributions, theinequalities they

endured and thoseover which they

triumphed.

Black History Monthhas been officially

commemorated since1976, on the 50th

anniversary of “NegroHistory Week,” which

was established in1926 by Dr. Carter

G. Woodson.

February 2012 | 7

A celebration of achievements by African Americans and important milestones throughout U.S. history

black history month

Book Signing and Author Talk: The Sky’s the LimitThursday, Feb. 9, 6-8 p.m., African American Museum and

Library at Oakland (AAMLO), 659 14th St.

Retired Judge Lise Pearlman’s book “The Sky’s the Limit” brings tolife the 20th century protests that rocked America. Each headlinetrial serves as a window into its own era, but the author asserts thatthe 1968 murder trail of the Black Panther Party founder HueyNewton should head the list. Free Admissionwww.oaklandlibrary.org/AAMLO/index.html

Redefining Black Power: Reflections on the State of BlackAmericaThursday, Feb. 9, 6:30-8 p.m., Marcus Bookstore, 3900 Martin

Luther King, Jr. Way

A panel discussion on President Obama’s term thus far will be led byJoanne Griffith, award-winning international broadcast journalistand editor of “Redefining Black Power.”Free Admissionwww.marcusbooks.com

Barbara Lee & Elihu Harris Lecture Series Thursday, Feb. 9, 7 p.m., Oakland Marriott City

Center, 1001 Broadway

Presented by the Martin Luther King, Jr. FreedomCenter, this event features Jack O’Dell and BobZellner, who both worked directly with Dr. King. Themen share their lives' work and experience in civilrights.Free [email protected]

Question Bridge: Black Males Blueprint RoundtableSaturday, Feb. 11, 1–3 p.m., Oakland Museum of

California, 1000 Oak St.

A multi-generational panel of Black male youth,young adults and older community leaders discussvalues, leadership and strategies for overcomingsocial issues that have emerged over the past 40years. Admission Feewww.museumca.org

Let’s Talk About It: Making Sense of the American Civil WarSaturday, Feb. 11, 2-4 p.m., AAMLO, 659 14th St.

Monthly group discussions run through May 2012with this month’s focus on the works of “ImaginingWar.” Presented by the National Endowment for theHumanities and the American Library Association.Free Admissionwww.oaklandlibrary.org/AAMLO/index.html

Exhibition OpeningSaturday, Feb. 11, 4-6 p.m., AAMLO, 659 14th St.

Selected paintings from the 50 works inspired bythe diverse, free-verse poetry from Milton Bowens’“Words Left Over…The Possibilities” will be featuredin this exhibition.Free Admissionwww.oaklandlibrary.org/AAMLO/index.html

> A myriad of Oakland events for Black History Month

Walking Tour: New Era/New PoliticsWednesday, Feb. 15, 10 a.m., Tour starts at AAMLO, 659 14th St.

Stroll through downtown on this 90-minute walking tour and learnabout Oakland’s African American leaders. Reservations encouraged. Free Admission www.oaklandnet.com/walkingtours

AAMLO Writers WorkshopSaturday, Feb. 18, 2-4 p.m., AAMLO, 659 14th St.

Presented by Charles and Chandra Chatmon, the workshop will focuson strategies for writing, publishing and marketing for new andaspiring authors. In honor of Black History Month, the Friends of theAfrican American Museum and Library will be offering one-year freememberships to the first five women to sign for workshop.Free Admissionwww.oaklandlibrary.org/AAMLO/index.html

Tea Tasting MixerSaturday, Feb. 18, 2-4 p.m., AAMLO, 659 14th St.

A collaboration between AAMLO, FAAMLO and Take Your Sister ToLunch, Inc., the mixer encourages women to come together, sharetheir experiences and make a difference. Free Admissionwww.oaklandlibrary.org/AAMLO/index.html

OMCA Family: Painting with MusicSunday, Feb. 19, noon-3 p.m., Oakland Museum

of California, 1000 Oak St.

During this special Black History Month workshopfor families, see works by California African-American artists in the Art Gallery and make yourown musical masterpiece by painting to music. Admission Feewww.museumca.org

Walking Tour: New Era/New PoliticsSaturday, Feb. 25, 10 a.m., Tour starts at AAMLO,

659 14th St.

Stroll through downtown on this 90-minutewalking tour and learn about Oakland’s AfricanAmerican leaders. Reservations encouraged.Free Admission www.oaklandnet.com/walkingtours

The Children’s HourSaturday, Feb. 25, 1:30-3 p.m., AAMLO,

659 14th St.

Captivating storytelling, song and crafts forchildren as AAMLO highlights this year’s BlackHistory Month theme of Black Women in AmericanHistory and Culture. Free Admissionwww.oaklandlibrary.org/AAMLO/index.html

Screening of “The Civil War – The Cause – 1861” Saturday, Feb. 25, 2-4 p.m., AAMLO, 659 14th St.

Screening of episode one of a film by Ken Burnstakes the audience to 1861 when the stage is set forwar as the nation begins to tear apart. Oppositionby the North to slavery in the South fuels a bitterdebate on states’ rights. Free Admissionwww.oaklandlibrary.org/AAMLO/index.html

> “Black History Month bringsa sense of humbleness…humble-ness for the rich history andcontribution of African Americanspast and present, and a sense ofpride for what is yet to come byour young creative and talentedyouth.” – David Tucker, Municipal

Affairs Manager, Waste Management

of Alameda County

> “This month is about Americanmen and women who changed theworld. Because of their commitmentto build a more perfect union, thepathway of opportunities became areality for each and every one ofus.” – Ken Maxey, Director of Government Affairs, Comcast

> “This gives everyone theopportunity to learn more about thepast, to be more determined in thepresent, and to have hope for thefuture.” –Marvin Clark, Partner, First

Building Maintenance Company

> “Black History Month providesus an opportunity to reflect on andcelebrate past achievements, and togather strength from outstandingAfrican Americans who laid asolid foundation for everyoneto excel.” – Alicia Bert, Government

Relations Manager, PG&E


SPECIAL SECTION Small business

Businesses’ use of social media is on the rise,but so are disputes between employers and theemployees helping to build online presences. Thisarticle highlights one recent dispute and outlinessome steps which you can take to build yourbusiness and avoid costly disagreements.

The PhoneDog suitIn October 2010, Noah Kravitz left his position as theeditor-in-chief of PhoneDog.com. While employed byPhoneDog, Kravitz became extremely influential in thesphere of mobile phone reviews. To reach the public,Kravitz communicated through a variety of social

media outlets, including a Twitter account @PhoneDog_Noah. Under thisusername, Kravitz accumulated 17,000 Twitter followers.

When Kravitz left PhoneDog, the company asked him to turn over theTwitter account. Kravitz refused. Instead, he changed the Twitter accountusername to @noahkravitz and retained the account's 17,000 followers.

PhoneDog sued Kravitz in federal court, alleging that Kravitz improperlytook company resources, misappropriated trade secrets and was liable forinterference with economic advantage. From the employer’s perspective,Kravitz had diverted the attention and focus of 17,000 PhoneDog.com fans,depriving the company of those relationships and allowing Kravitz to tweetabout other matters, including potentially competitive businesses, and todraw those followers’ attention and resources to competitors.

Kravitz’ counsel tried to get the matter dismissed, but the court concludedthat PhoneDog had stated a claim as to misappropriation of trade secrets andconversion.

Prevent this from happeningThe PhoneDog v. Kravitz case is just the latest action dealing withownership/control issues of social media accounts. Companies whoseemployees or contractors have social media accounts used for work purposesshould update existing employment handbooks and contracts to strengthenprotections for the business while preserving free-speech rights.

First, a company should be certain that it owns the social media accounts

SOCIAL MEDIA DISPUTES

> Insulating against Twitter by Dawn Newton

that are its primary conduits of communicating with the public. Just as thecompany should hold the office lease in its own name, it should also be thenamed registrant of the social media points of contact. Second, employeesand contractors should be directed to communicate with the public on behalfof the business or brand through the company's accounts, rather than personalaccounts. If the business wants to have multiple accounts for differentcorporate representatives, these should still be registered in the name ofthe company. Not only does this protect the business’ ownership interests, itallows the company to prevent personal use of account, so the public hearsabout the business, not the employee’s personal life.

A comprehensive employee handbook should address use of social media.For employees involved in marketing, a written agreement should spell out theownership of accounts and approved/prohibited types of communications. Awell-drafted agreement should do all of the following:

• Provide guidelines for communications that leave the employee orcontractor with room to communicate quickly and effectively (without havingto get approval for every communication from layers of managers), but preventcommunications that create liability or embarrassment as a result of harass-ment, defamation or a lapse in judgment.

• Require the employee to notify the employer every time there is a pass-word change or substantive administrative account change.

• Prohibit use of the account in a way that affects the business’ brandingor marketing goals, i.e., changing account backgrounds, icon pictures orusernames.

Employers should also keep social media company spokespeople in theloop (or instruct them to stay silent) in the event of significant corporateevents, such as a merger, or a scandal in the industry, until the company’sposition has been determined. Social media comments are quoted frequently,and businesses should treat social media statements as press releases.Business should also keep in mind that the First Amendment and variousrelated laws limit a company’s ability to prevent its employees from usingtheir own personal social media accounts to comment on their employer.The National Labor Relations Board has filed recent unfair labor practicecharges against employers who disciplined or discharged employees forcommenting on working conditions, employee compensation, treatment bysupervisors, and service to customers. Any employment policy should bedrafted carefully so that it does not overstate the employer’s authority overemployees’ use of personal social media accounts. �

Dawn Newton is a certified legal specialist, Franchise and DistributionLaw, and partner at the Oakland-based law firm of Fitzgerald Abbott &Beardsley LLP. She can be reached at [email protected].

Dawn Newton

February 2012 | 9

SPECIAL SECTION Small business

Whether you use a wall calendar, apocket diary, a web-based calendaror a smart phone, you have theopportunity to prepare forgreatness throughout the year.The beginning of the year is a greattime to plan for preparedness. Hereare some ideas to get you started:

• Copy recurring items from lastyear’s calendar. Include annualpreparedness conferences, monthlyemergency manager’s meetings,and any events where you shareyour preparedness efforts.

•Create reminders to keepyour supplies updated, batteries charged, food, water andmedication fresh, and photos and information current.Changing to or from daylight saving time are good times toschedule. You may have other important annual dates thatmake sense for you as well.

•Set dates now for renewals of important classes: staffpreparedness, First Aid, CPR, fire suppression, etc.

•Revisit your MOUs (Memorandum of Understanding),and otherwise ensure that your written relationships andagreements are still strong and valid – before you needthem.

Think about the things you never found time for thisyear – and look for ways to take control in the future!

•When planning ahead, consider who else needs toknow about this event and make sure it gets on theircalendar as well.

•Don’t forget preparedness planning for your family,community of faith, neighborhood, school or other groupsyou belong to.

•Determine how much lead time you need to gather crit-ical supplies, remind partners or book resources and put anappropriately timed reminder in your calendar.

Using your calendar as an emergency preparedness toolisn’t limited to January, either. Anytime you create the spaceto plan ahead, you are planning for brilliance! �

Ana-Marie Jones is the executive director of CARD –

Collaborating Agencies Responding to Disasters.

EMERGENCY PLANNING

> Use your calendar as a preparedness tool by Ana-Marie Jones The goal of life is to become who you are.

This statement, stipulated by many a wise person over the spanof recorded human history, is as simple as it is complex. To becomewho you are describes the process of stripping yourself naked ofyour ideas of the world, ideas more often than not made up of wishesand fantasies of how we would like the world and ourselves to be.In this process fantasies give way – often very slowly – to a morecomprehensive understanding of the way we are, not in the way wewould like ourselves to be.

In everyday language we call this process “becoming more realistic”and generally mean that our view of the world has become larger, more encompassing, and thushas moved beyond the confines of our own personal perceptions.

If the goal of life is to become who we are, I cannot think about any other occupation thathelps this process move along more intensely and fiercely than being in business. The successesand failures in business – not necessarily measured in money alone but just as often in the waywe feel about ourselves and the business we are building – continue to give us continualfeedback as to how our personal perception compares to actual reality.

For example, my business is to care for elders. Having been raised as a child by elders whotaught me all I know today, I started this business some 20 years ago with the simple convictionthat elders are the most valuable resource on the planet. As the planet’s most valuable resource,elders ought to be in the limelight of life, central to guiding and informing us younger in years.

This was my conviction, remains my conviction. Equipped with this certainty, I thought Ineeded to simply show my teammates how I wanted to see such a belief implemented in anelder community. With a little back-office help, so I thought then, I would have the core of abusiness in place. If my business had not grown beyond this first elder community, this mighteven have been a correct assumption.

But just as it is in the nature of the human being to continually grow and develop, so it isthe nature of business to keep expanding. It wants to test itself, wants to know its limits. Sothe business grew and alongside of it I had no choice but to grow with it lest I would harm thehealth of the organization itself. This is a central point: whereas in many other occupations onemight have an opportunity to slide by, perhaps even kick back and relax somewhat, business isruthless: be open to learn and adapt, or else start over again.

Such a tireless demand does not come without pain. In my case, the source of pain was thereluctance to let go of my ideals of how life ought to be. Enduring this pain indicated that I wason my way to becoming “more realistic” and understanding of the complexity of life. With thisrecognition of how my fantasies colored my perception of life came the rewards of being moreappreciative of life as it showed itself in the way it is, not in the way I wanted it to be. Being inbusiness is pushing me to understand life more comprehensively, that is “realistically.”

These, then, are the rewards of doing business. It is a constant sweet battle with life whereideals and beliefs must confront reality as it is, where ideals are tested in how they measure upagainst reality, where reality is tested as to how it is willing and ready to grow and change itself.

In becoming who we are we can enter into the role of the wise elder, giving back, mentoring,guiding, making this world a better, more loving place. This is a sweet reward, indeed. �

Nader R. Shabahangi, Ph.D. is founder and chief executive officer of AgeSong.

REWARDS OF DOING BUSINESS

> The sweet battle of becoming youby Nader R. Shabahangi, Ph.D.

Nader R.Shabahangi, Ph.D.

A calendar is anoften-overlookedtool in emergencypreparedness.

Ana-Marie Jones


Creating a strong economy

economic development

> High Speed Rail plan updateby Eleanor Hollander

Late last year the Chamber’s Economic Development Committeehosted California High Speed Rail (HSR) Board member Jim Hartnettfor a conversation on the new business plan the CA HSR Authorityreleased in late 2011. Hartnett, who was appointed to the CA HSR Boardby Senate President Pro Tempore Darrell Steinberg in 2011, explainedthat he is one of nine members of the powerful High Speed Rail Board.The board is composed of five gubernatorial appointments, twoSenate and two House of Representatives appointments.

The features of the recently released CA HSR Authority businessplan include that the CA High Speed Rail system should only be builtin phases that can be individually financed to completion, and thatthe train right-of-way should only be built where actual dollars arecommitted (rather than leveraged or promised). Currently the esti-mated initial construction cost for the Central Valley portion of thesystem is stated at $2 billion, and the initial operating sections fromcentral California to San Jose and from central California through theSan Fernando Valley will likely be run by a private operator with aconcession to operate over CA HSR system or regional transit tracks.

This is part of the HSR commitment that Hartnett outlined toexisting regional local transit systems – it’s often referred to as a“blended system.” Nearly $950 million of the High Speed Rail bondmeasure (Proposition 1A) is dedicated to go to local facilities andsystem connection improvements. If the local transit systems workclosely with the high speed rail construction to enhance connectivity,it is likely even more funding could be leveraged from the state budgetto support it.

The three phases of construction outlined in the initial bondmeasure included Phase I laying track from Los Angeles to SanFrancisco, Phase II connecting Los Angeles to San Diego and Phase IIlinking Sacramento to San Francisco. All told, this would allowpassengers to get from San Francisco to Los Angeles in two hours and40 minutes via rail.

Since the bond was passed by the California voters, the overall costfor the system has increased as construction continues to be pushedpast the estimated start date and the price of materials rises. Currentestimates put the total price tag for the full Phase I construction (SanFrancisco to Los Angeles) at $98 billion dollars (not including theblended system areas). Thus far the state has committed $9 billion inbond funds with the balance of the funding to come from federal HighSpeed Rail funding and private investment.

The new business plan will go before the CA High Speed RailAuthority Board of Directors meeting in February, and if approved, willmove forward to the California Legislature for approval pending anycomments and changes. Once approved, the project will be able tobreak ground in the Central Valley, likely in 2013. �

Eleanor Hollander is the Chamber’s economic developmentdirector.

More than 40 businesspeople attended the January meeting of theChamber’s Economic Development Forum to hear the new general managerof BART, Grace Crunican, discuss the future of the regional transit system.Crunican paid special attention to Oakland as the “center of the system”and the city in general, celebrating the recent good news that Oakland waslisted as the #5 top place to visit in 2012 by the New York Times travelsection, just ahead of Tokyo.

She stressed that with over 3,000 employees and its headquarters inOakland, BART should continue its work in being a “good corporatepartner” to Oakland as well.

Crunican also commented on the status of several in-progressTransit-Oriented-Development (TOD) projects around stations in theBART system. Oakland is host to a number of these projects, including theFruitvale development (valued at $100 million and $123 million for bothphases), MacArthur ($350 million) and the Coliseum area (1.3 acres andapproximately 100 residential units planned for the first phase of TOD).She also highlighted the need for “at-least” a “50-year vision” regardingthe land around transit stations, stressing the need for denser housing sopeople will be able to commute to their workplace without having to relysolely on cars.

Other stations in Oakland that have infill and TOD potential include19th Street, Rockridge, West Oakland and Lake Merritt.

Currently BART carries about 360,000 passengers per day (more thanthe number of cars on the Bay Bridge) and is projected to be supportingmore than 500,000 riders per day in 50 years’ time.

In light of this, BART is working on rolling out a strategic maintenanceplan to increase system reliability and keep the 40+ year-old rail cars

> BART GM Crunican addressesEconomic Development Forumby Eleanor Hollander

running in decent shape until all 700 carscan be replaced, a nearly $3 to $4 billionproject.

After the presentation concluded, Crunican took a wide variety ofquestions from the audience including queries about dining cars onBART and combining transit agencies across the Bay Area, a project,which she stressed, was a “community decision.” �

Eleanor Hollander is the Chamber’s economic developmentdirector.

� BART general managerGrace Crunican

February 2012 | 11

SPECIAL SECTION Taxation

by Doug Regalia

In the United States, we have a voluntarycompliance system of taxation. This meanswe report to the government our income anddeductions and compute the tax due ourselves.To insure that the tax laws are followed and thedeductions on a return are legitimate, the IRShas the authority to audit our tax returns.

There are several types of audits:

Correspondence auditThe IRS sends a letter asking you to verify certainitems of income and deductions on your tax return.

Generally, you can respond by mailing copies of your documentation. Nevermail the original documents back to the IRS! If the IRS finds that you owe taxand you don’t agree, you may request an office audit.

Office auditYou receive a letter from a local IRS office requesting that you call for anappointment. The items in question will be listed in the letter. After makingyour appointment, you and/or your representative will take the records into theIRS office, and there you will verify your deductions and discuss with the agentany points of law on which you may not agree. If an agreement is reached withthe auditor, your case will be closed. If you don’t reach an agreement, you mayappeal.

Field auditThis type of audit is normally used for business. The auditor will come to yourhome or place of business. A field audit may also be conducted in your paidpreparer’s office, an especially good idea. You will need to have all your recordsthere, but your home or place of business will not be disrupted.

> Avoiding an IRS tax audit How a return is selected for auditThe IRS uses a computer-generated program that compares your return to othersin your income bracket and compares the differences in deductions you aretaking against the average in your group. This highly secretive program whichdetermines the DIF (discriminate function) score is used to select returns that willgenerate the highest probability of additional audit revenue. Quite simply, theIRS program is looking for the likelihood that you are under-reporting income orover-reporting deductions.

High-risk areasThe risk of being audited is not spread evenly across the population. The IRS usesthe same cost-benefit ratio used by business when considering a potential audit.If you are in a low income bracket, it may not be worth the agent’s time to bringyou in for an audit that will yield only a few dollars in disallowed deductions.

Obviously, if having a low income decreases your chance of being audited,being a high-income taxpayer will definitely increase your risk. Being self-employed will increase it even further. The IRS is aware that the potential taxdeductions available to self-employed individuals are tremendously greater thanthose available to wage-earners. Statistics show that deductions for travel, autoand entertainment are the top of the IRS’ target list. Why? Because all too manypeople either fail to keep the required documentation or they take deductionsthat have dubious business purposes (such as taking a spouse to a conferencein Hawaii).

Professions that deal heavily in cash transactions have also faced a greaterdegree of audit risk. Employees in the food service and entertainment industriesare typically audited for under-reporting of tips and other cash income.

What to do in the event of an auditWhat should you do if you’re called in for an audit? First of all, find your recordsand get them in order. The more organized and professional you appear to be, themore likely it is that your records will be taken seriously. Secondly, call your taxreturn preparer. He or she can sit down with you and review your return and yourrecords in order to determine where your potential risks may lie. It may actuallybe better to have your CPA represent you before the IRS. All too often, taxpayerswill begin speaking and volunteer much more information to the IRS agent thanwas necessary to respond to the inquiries.

Overall, your risk of being audited is less than 2 percent. Of course, if your re-turn has one of the red flags mentioned above, that risk increases dramatically.Legally, under the statute of limitations, the IRS has three years to pull yourreturn for an audit (unless they can prove fraud). In real practice, however, sincethe audit process takes time, most returns are audited within one to two yearsafter filing.

Finally, if your return was filed incorrectly and the likelihood of an audit ishigh, it may be better to file an amended return now and avoid the high penaltiesthat could be involved with an audit. �

Doug Regalia is a partner with Regalia & Associates, CPAs. He can bereached at (925) 314-0390.

Doug Regalia

5 1 0 . 6 5 3 . 2 1 5 3 • c c @ c h e r i e c a r t e r d e s i g n s . c o mC O M M U N I C A T I O N D E S I G N T H A T R E A L L Y M E A N S B U S I N E S S

BrandstormingWe work with you and your team to connect your product

or service with your target. We create quality publications

and websites that help build your brand – annual reports,

brochures, logos, corporate newsletters,

advertising and sales kits.

=C A R T E RD E S I G N S



by Iryna Oreshkova, CPA

Few business sectors embody today’sentrepreneurial spirit, drive for innovation andunwavering perseverance more than the smallbusiness community. From creating the majorityof net new jobs in the country to employing morethan half of the private industry’s workforce, its 29million members not only personify the Americandream but also serve as the growth engine of theU.S. economy.

Although uncertainty continues to cloud thenation’s financial forecast, small businesses haveremained a powerful force in the U.S. economy.

Bolstering their position are a number of tax laws that have presented smallbusinesses with opportunities for reducing taxes, lowering expenses and en-couraging investment in employees and equipment. However, understandingthe full range of the latest tax laws, and correctly applying them, can be adaunting task, especially when meeting new business demands and growingcompetition, which are consuming a greater amount of small businessowners’ time and resources.

For example, changes have been made to reporting rules for the 1099 IRSform. The IRS says these rules will start closing the gap of unpaid taxes, andthey will affect most businesses. Here is a short overview to help youunderstand the changes.

After 2011, merchants conducting credit card, debit card or gift cardtransactions will receive a Form 1099-K from the card processing company,which will also file a copy with the IRS. Payments made through a third partysuch as PayPal or eBay will be reported only if the payee receives more than$20,000 in aggregate and the total number of payment transactions exceeds200. Although the 1099-K reporting requirement does not oblige merchantsto file any new information with the IRS, the reporting requirement willincrease the information the IRS receives with respect to merchants andrequires merchants to establish new accounting procedures.

Backup withholding may apply to a merchant if the merchant does notprovide a correct taxpayer identification number (TIN), such as an employeridentification number (EIN), to the card processing company, but the IRS hasdelayed this requirement until after 2012.

Businesses were almost subject to two other new reporting requirements,but after pushback from the business community, the AICPA and others,these rules were repealed before they could come into full effect. The firstprovision would have required that businesses that make payments to aservice provider aggregating $600 or more to report payments (on 1099MISC) to corporations starting in 2011. The second provision would have re-quired individuals receiving rental income from real estate to file informationreturns for payments made after Dec. 31, 2010.

A penalty may be imposed for persons who fail to file a correct and timelyinformation statement with the IRS or who fail to furnish a correct and timelypayee statement. The amounts of these penalties have increased for returnsfiled on or after Jan. 1, 2011. Both penalties are now $100 per return, reducedto $30 for returns fewer than 30 days late and to $60 for returns 30 or moredays late that are filed before Aug. 1. The penalties are capped at a certainamount, depending on the amount of the per-return penalty and the grossreceipts of the business. The penalties may be waived for reasonable cause orincreased in cases of intentional disregard.

Should you have any questions or concerns as you evaluate your busi-ness’s financial situation throughout the year – a CPA can help by reviewingyour overall position and providing you with the expert tax planning counselyou need today and in the years ahead.

By combining unrivaled education, training and experience with a focuson your financial situation, a CPA can recommend sound strategies designedto make your goals a reality. �

Iryna Oreshkova, MBA, CPA is founder and president of IrynaAccountancy Corporation.

> 1099 IRS reporting requirements

Iryna Oreshkova

by Dennis Kaneshiro

Tax returns for 2011 have barely begun, but it is nottoo early to think about 2012 tax planningstrategies.This is by no means an all-encompassing list,so be sure to discuss your specific situation with your taxprofessional. Some important 2012 tax code changes are:

Individuals• Each personal and dependent exemption is $3,800,

an increase of $100 over 2011.• The 2012 standard itemized deduction rose slightly.

A taxpayer filing as single (or married filing separately)saw a $150 increase to the basic deduction as it rose to $5,950. Married couplesfiling a joint return gained a $300 deduction to $11,900. Those filing as Head ofHousehold have an additional $200 deduction as the amount increased to $8,700.

• The maximum earned income tax credit for low and moderate income workersrose to $5,891 for 2012, a $140 increase from 2011.

• Standard mileage rates regarding charitable miles driven remained unchangedat 14 cents per mile. The deduction for medical mileage changed to 23 cents permile. Business miles driven increased to 55.5 cents per mile for most vehicles earlierin 2011 and that amount remains unchanged going into 2012.

• Though the credit amounts don’t change for 2012, the modified adjusted grossincome threshold at which the lifetime learning education credit begins to phaseout is $104,000 for joint filers and $52,000 for single filers. This is up from $102,000and $51,000, respectively.

• Perhaps the item with the potential for greatest impact is the decreasedAlternative Minimum Tax (AMT) exemption from $74,500 to $45,000 for a marriedcouple. Single taxpayers and those filing Head of Household experience an exemp-tion decrease from $48,450 to $33,750. Be sure to discuss this change with your taxprofessional – the potential impact could be significant.

• Lastly, the FICA ceiling rose to $110,100 from $106,800. The good news is thatthe employee rate remains at 4.2 percent at least through Feb. 29, 2012. Currentlythat rate is slated to increase to the historic rate of 6.2 percent after that date, butmany believe the lower rate will be extended for the entire year. Touch base withyour CPA in mid-February to see what happens.

Businesses• Depreciation is often a significant deduction for businesses. Unfortunately,

two significant depreciation deductions decreased for 2012. The Code Section 179deduction for equipment purchases is $139,000 of the first $560,000 of businessproperty placed in service during 2012. This is down from $500,000 of the first$2,000,000 in 2011. First-year bonus depreciation also decreased to 50 percent ofqualified property (down from 100 percent).

• Many other specific changes occurred regarding certain employee fringe bene-fits, estimated tax payments and qualified retirement plans, to mention just a few.

Keep in mind there likely will be further changes in 2012. Due to current eco-nomic conditions – and the fact that this is an election year – it is more importantthan ever to keep in contact with your CPA.

Income tax planning is only one of many ways to increase wealth potential! �

Dennis Kaneshiro is a partner in the Oakland-based accounting firm ofTimpson Garcia LLP.

> Highlights of 2012 tax code changes

Dennis Kaneshiro

February 2012 | 13


by Tom Neff

Over the past several years, internationalbuyers have been increasingly attracted toUnited States real estate. In a study conductedby the Wisconsin School of Business, the U.S. isregarded as having the best opportunity by a widemargin over second place Brazil, for appreciation inreal estate values.

U.S. real estate professionals should be carefulto advise these potential foreign buyers of the rulesof the “Foreign Investment in Real Property Tax Act”(FIRPTA), which are increasingly coming under fireby foreign investors.

Generally, foreign persons making investments in the U.S. are not taxed inthis country on capital gains when those investments are sold at a profit.For example, a foreign person’s gain on sale of U.S. stocks is not subject totaxation in the U.S. This rule used to apply to real estate investments as well;however, with the passage in 1980 of the FIRPTA, foreign persons are subjectto capital gains on real estate sales at the same rate as U.S. citizens. This ruleapplies whether the real estate is owned directly or through an entity such asa partnership or corporation.

The types of real estate that are subject to these rules includes land,buildings, improvements, growing crops and timber, mines, wells, natural de-posits, and personal property associated with the use of real property. An in-terest in real property also includes a fee ownership, co-ownership, leasehold,time-share, life estate, remainder, or reversionary interest in real property.

Buyers of U.S. real property interests (“USRPI”) are required to withhold 10percent of the full sales price on any purchase of a USRPI from a foreignperson. Foreign persons that dispose of USRPIs are required to file U.S. taxreturns to report the disposition.

Withholding is not required when:• The seller of a USRPI is not a foreign person and provides a certificate of

non-foreign status to the buyer.

> U.S. taxation of foreign investment in U.S. real estate

• The transferred property is stock in a U.S. corporation that is publiclytraded.

• The transferred property is stock in a U.S. corporation that is not publiclytraded and the corporation provides the buyer with the required certification.

• A buyer acquires a USRPI for use as a residence for a price of $300,000or less.

• Withholding may be reduced or eliminated pursuant to a withholdingcertificate issued by the IRS.

For more information about these rules, call me at RINA Accountancy at(510) 893-6908. �

Tom Neff is a stockholder with RINA Accountancy Corp.

Tom Neff

by Robert H. Griffin, CPA

1099s are playing an ever increasing role in thecompliance policies of both the Internal RevenueService (IRS) and Franchise Tax Board (FTB).Given a tough economy and declines in tax revenues,both agencies are scrutinizing issuers of 1099s moreclosely.

Both the IRS and FTB maintain programs to stepup enforcement against employers who misclassifyemployees as independent contractors. The IRS’s newVoluntary Classification Settlement Program allowstaxpayers to reclassify workers on a go-forward basis

while providing partial relief on any old tax amounts due. Effective Jan. 1, 2012,California Senate Bill 459 (SB 459) significantly increases the penalties thatcan be assessed against employers who willfully misclassify as independentcontractors individuals who should be treated as employees.

Before you can determine how to treat the payments that you make,you must determine the business relationship between you and the personperforming the service. The individual performing the service may be:

• an independent contractor• an employee• a statutory employee• a statutory non-employeeSeveral tests are used to evaluate and properly classify a worker as an

employee or contractor. In summary, three key questions to ask are:1. Does the company have the right to control how the worker performs his

or her duties, and does the company have the right to control what those dutiesare?

2. Are the business aspects of the worker controlled by the company? Aretools, equipment and supplies provided? Are expenses reimbursed?

3. Are written contracts utilized, or are employee type benefits provided?If you have questions as either a payer or payee, you can complete Form

SS-8 and submit it to the IRS for a determination. Beware – as anyone who hasever called the IRS or FTB knows, it takes a while to get an answer. In this case,it could take up to six months.

If you misclassify an employee as an independent contractor and you haveno reasonable basis for doing so, you may beheld liable for employment taxes as well aspenalties and interest. Misclassified workerscan file Social Security Form 8919 –Uncollected Social Security and MedicareTaxes on Wages to report the employee’sshare of Social Security and Medicare taxesdue.

We strongly encourage you to consultwith legal counsel or an accountantexperienced in employment practice mattersto review your independent contractor rela-tionships, to determine the appropriatenessof these classifications, and to assist you ifre-classifications are required to mitigatepotential legal exposures.

In the meantime, call our office at (510)893-8114 should you have any questions orwould like to receive more information. Youcan also visit our website,www.ca.williamsadley.com. �

Robert “Bob” Griffin, CPA is themanaging partner of Williams Adley& Company-CA, LLP, located indowntown Oakland.

> Does that 1099 really matter?

Robert H. Griffin



by Justin James

The Temporary Payroll TaxCut Continuation Act of 2011temporarily extends the twopercentage point payroll tax cutfor employees, continuing thereduction of their Social Securitytax withholding rate from6.2 percent to 4.2 percent ofwages paid through Feb. 29,2012. This reduced SocialSecurity withholding will haveno effect on employees’ futureSocial Security benefits.

Employers should implement thenew payroll tax rate as soon as possi-

ble in 2012, but should have done it no later than Jan. 31. For any SocialSecurity tax over-withheld during January, employers should make anoffsetting adjustment in workers’ pay as soon as possible but no laterthan March 31, 2012.

Recapture provisionUnder the terms negotiated by Congress, the law also includes a new“recapture” provision. If an employee’s wages during the first twomonths of 2012 exceed $18,350*, an amount equal to 2 percent ofthose excess wages would ultimately be recaptured on the worker’sindividual tax return for 2012. However, this rule would only apply ifthe payroll tax reduction is not extended for the remainder of 2012.

The IRS will issue additional guidance as needed to implementthe provisions of this new two-month extension, including revisedemployment tax forms and instructions and information for employ-ees who may be subject to the new “recapture” provision. For mostemployers, the quarterly employment tax return for the quarterending March 31, 2012 is due April 30, 2012.

Continued IRS focus on proper worker classificationTo help collect more tax revenue in this era of budget deficits, the IRSis ramping up its enforcement efforts in several areas – one focus isworker misclassification (1099 Independent Contractor vs. W2Employees). In 2010 and 2011, they kicked off an employment taxaudit program that carries into 2012.

To determine worker status, the IRS considers whether a businesshas the right to direct or control what work is to be done and themeans, or how it is to be done. The IRS reviews the following threecriteria:

• Behavioral Control looks at facts that illustrate whether thereis a right to direct or control how the worker performs the specifictask through training, instructions, or other means.

• Financial Control covers facts that show whether the businesshas a right to control the financial and business aspects of theworker’s job.

• Type of Relationship covers facts that illustrate how the partiesperceive their relationship. Inaccurate classifications of workerscould result in owed back taxes, accrued overtime and benefits,and substantial assessments and penalties to the employer.

Action items• Employers should proactively review your current employment

tax processes/practices.• Identify clients that have a limited understanding of worker

classification and tax obligations.• Employers should examine worker status and review contractual

agreements with each independent contractor to ensure they clearlyexplain the intended relationship of the parties. �

* This amount represents two months of the full-year amount, basedon the 2012 Social Security wage base of $110,100.

Justin James is a payroll and benefits consultant with Paychex Inc.

> Payroll Tax Cut Continuation Act of 2011

Justin James

February 2012 | 15


by Alex Nguyen

Many people balk at the thought of taking outloans. Interest must be paid over time as the loanis being repaid and, in addition, some have thenagging feeling that they don’t really own the itemuntil it is paid off. However, it’s time to start lookingat loans in a more positive light – and how they canhelp you achieve your lifetime goals.

Keep in mind that using loans can enhance one’spersonal situation. Most Americans would not beable to afford their own home if they did not takeout a mortgage, and many people would not be ableto attend college without a bit of extra financialassistance. When considering loans, you shouldalways ask the advice of a financial representativeso that you can implement sound managementstrategies.

A good plan for some may fall along these lines:Leverage – It can be worthwhile to pay down

some debt in order to increase your personal cashflow. In fact, for high net worth individuals, this

may even make more sense in the long run, so they can effectively balanceout their finances. Leverage may help with this.

Leverage allows a person to use borrowed capital or credit in order to getmore cash. Those who choose leverage can expect a higher equity return andgreater purchasing power – potentially ideal for high-net small businessowners or those with a great deal of fiscal obligation. With this extra funding,the investor then has the chance to diversify his or her assets and this canhelp reduce their loss risk. In a sense, this process can help some achieve theirfinancial goals if they spread their assets widely.

Saving for retirement – Everyone hopes they will live comfortably whenthey no longer have to work. One way to achieve that is to apply some of yourextra leveraged funds to paying off a mortgage, thus balancing your financial

> Loans can be a good thing obligations in order to own your home. This may seem daunting for some,but the process really just involves a bit of fiscal organization as opposed toan additional burden.

When managing loans, some people are curious about different ratesand terms, or how they can balance their debts versus returns on invest-ments. It is important to review your debt structure and how it can becovered with an additional loan. A good advisor should be able to suggestthe most effective loan strategies that maximize flexibility to accommodatethe changing market.

For example, it might be a good idea to keep questions in mind like,“Have you determined whether or not it may be appropriate to pay downyour existing debt or invest your excess cash flow?” This can help you bestunderstand your wealth management plan for the future. �

Alex Nguyen is a banking center manager at Comerica Bank in

downtown Oakland.

by Sandra Garsele

Looking to save some time and money during the tax season? The mostobvious (and most difficult) rule is to submit your tax information early. But ifyou don’t live in a perfect world, the following guidelines should get you backon track.

Organize your records, so your CPA doesn’t have to. This will not onlyimprove your CPA’s cost-effectiveness, but also give you a clearer picture ofyour finances.

Complete the questionnaire your CPA provides. This is a tool to reveal theinformation your CPA needs most. It may seem monotonous, but it will helpyour CPA organize essential information.

Review your tax folder from the previous year to ensure you haven’toverlooked income or deductions that may still have an impact. These havea tendency to sneak up and bite you in the ankle. Take a little time to saveyourself a potential hassle.

Submit your tax documents all at once to keep your data cohesive andorganized for all parties involved, thereby limiting the chance something getslost in the shuffle.

Provide business entity (e.g. LLC) financial reports and schedules (i.e.fixed assets). Simply put: the more information the better – your tax recordscreate a story, so be sure to include all the major characters.

Provide cost basis and holding period for investments sold during theyear. Again, these are major characters in your tax story that you can’t afford tooverlook.

Discuss major changes in your tax situation up front, so your CPA knows inwhat context to interpret your information and what adjustments have to bemade prior to getting elbow deep in the process.

Request your CPA’s preference for receiving tax data: mail, fax, or email?By following suit, your data will be received quicker and already in the preferredworking format to be reviewed promptly and efficiently.

Abide by these basic principles and you’ll be headed in the right direction –saving your CPA time, and consequently making your dollar go further. �

Sandra Garsele is managing consultant for Hilliard ManagementGroup.

> Tax preparation tips

� Lending Managerand Vice PresidentAlex Nguyen (left)of Comerica Bankis welcomed to theChamber byPresident JoeHaraburda.

Are you completely satisfied with your current payroll solution?

Have you ever received a penalty from theIRS or EDD for payroll tax penalties?

Call for information regard-ing our Chamber member discount.

Justin James(510) 409-3033 • [email protected]


SPECIAL SECTION Leadership Oakland

by Catherine Brewer

The Oakland Metropolitan Chamber of Commerce recognizes the following individualsas the 2012 class of Leadership Oakland and thanks their sponsoring organizations:

Participants began their Leadership Oakland journey in October with an introductionto the program from the director and various alum, as well as exercises and activities inpersonal communication skills and leadership development.Leadership Oakland would like to thank Homewood Suites for generously donating

their conference room for the Leadership orientation.November’s session was dedicated to a tour of Councilmember Desley Brooks’ district

and discussions led by Joe Haraburda, the Chamber’s president and chief executive offi-cer, and by Leadership Oakland alum and Chamber Board Vice Chair Shannon Pedder. �

Catherine Brewer is the executive director of Leadership Oakland.

> A new set of leaders in Oakland

by Margie Favro, Sabrina Aery and Beth Frankland

The 2012 Leadership Oakland participants had an informative day learningabout the latest innovations in health care at Health and Human Services Dayin January.

Participants learned how health care providers in Oakland are preparing for healthcare reform, and discussed the complicated financial support needed to serve our diversecommunities through both the government and the private sector.

The participants also learned about a very successful human services agency, EastBay Agency for Children, through Executive Director Steve Eckert, a 2011 LeadershipOakland Alum of the Year. The program was sponsored by Kaiser Permanente and washeld at the Sidney Garfield Innovation Center in San Leandro.

At this first and one-of-a-kind innovation center, the Leadership team toured theinnovation zones and learned how Kaiser Permanente tests ideas and designs in aprototype environment, where all ideas are valued and innovation can thrive.

The day was kicked off by Nate Oubre, Sr., vice president and area manager of EastBay Service Area, Kaiser Permanente. Oubre shared information on the Kaiser facilitiesin the East Bay, with special emphasis on the new Oakland hospital due to open up inmid-2014.

Dr. Jeanne Reisman, chief of health education for Kaiser, Oakland, demonstrated howKaiser’s electronic medical record (HealthConnect) provides for more efficient and costeffective delivery of care, while increasing the quality of outcomes for its members.

And Tom Carter, vice president of sales and broker relations at Kaiser Permanente,provided participants with strategies to support worksite wellness in their own work-sites. Carter emphasized how implementing a wellness program can improve the healthof employees, which brings about a more productive workforce and ultimately can helpcontrol the rising costs of healthcare.

The highlight of the day was a presentation by Alex Briscoe, agency director at theAlameda County Health Care Services Agency. The Leadership team learned whatAlameda County is doing in health care services, and how the County is uniquelypositioned – ahead of the curve – to benefit from federal subsidies. He discussed hisstrategies on contracting with community-based health care clinics and cross-agencycollaborations such as partnerships with local firehouses, which allows for betterefficiencies, helps control costs, and supports the culturally diverse populations inthe county.

And lastly, as mentioned above, the group was educated on the history of EBAC andhow the agency was initially established 60 years ago to support children with autismand now has various programs including pre-school for hard-to-serve children, SpecialEducation Day Treatment Programs, life-skills training for adolescents, and grief andillness support, to name a few. Eckert explained that EBAC, like other nonprofits, is on avery tight budget and thus the success of the program comes through leveraging part-

> Health and Human Services Day

• Sabrina Aery, Bristol-Myers Squibb, Inc.• Luis Aguilar, East Bay Community Foundation• Jamil Akoni, Kaiser Permanente• Margie Favro, Kaiser Permanente• Julie Fishman, Starline Supply Company• Nancy Golis Flynn, Holy Names University• Beth Frankland, Ramsell Corporation• Pedrito Gella, Waste Management• Dale Marie Golden, Torrey Pines Bank• Beverly Greene, AC Transit• Eleanor Hollander, Oakland Metropolitan Chamber of Commerce

• Sherril Jackson, SEJ Design• Cristy Johnston-Limon, Destiny Arts Center• Paul Junge, Oakland Metropolitan Chamber of Commerce

• Fred Kelley, Parsons Brinckerhoff• Lily Marquez, Samuel Merritt University• Amanda Medina, Oakland MetropolitanChamber of Commerce

• Sofia Navarro, The Unity Council• Kristina Owyoung, Pankow Builders• Ryan Rubio, Goodwill Industries• Guy Swaggerty, Goodwill Industries

nerships with other nonprofits, private sector and public agencies.The Health and Human Services Day provided for many insightful

presentations and interesting conversations. While many health servicedisparities persist, especially with scare resources, Oakland is on the rightpath to provide needed health and human services to its population and,in many ways, is considered a leader in innovation and change. �

Margie Favro is an area director, account management, for KaiserPermanente; Sabrina Aery is a senior region director, West CoastGovernment Operations, for Bristol-Myers Squibb, Inc.; and Beth Franklandis a senior executive administrator in the office of the chief executive officerat Ramsell Corporation. All three are participants of Leadership Oakland.

by Amanda Medina and Fred Kelley, PTP

The Oakland Chamber’s Leadership Oakland program kicked offits third 2011-2012 session at Fire Station 1 for Public Safety Day, abehind-the-scenes view of the various city departments that strive to keepOakland safe.

Oakland firefighter Larry Hendricks began the day by discussing thestress and emotional strain that firefighter duties take on their officers. Inorder to replace bad memories from the job with good memories, Hendrickscreated “Oakland Firefighters Random Acts” in 2001. Its goal is to empowerfirefighters to do good things in their communities and complete 1,000random acts of kindness in ten years while sticking to the motto: “No Egos,No Badges, No Resume Boosters.” The Oakland Firefighters Random Acts co-ordinates one of the biggest holiday toy drives in the city, donates thousandsof dollars in school supplies to Oakland Unified School District schools, andvisits Children’s Hospital every two months. Oakland’s Random Acts programhas received national recognition and has served as the model for severalother fire departments in New Mexico, Oregon, and Nevada.

Later in the day, Leadership Oakland toured the Office of EmergencyServices and Fire Station 1. Program participants were able to try on the 40-plus pounds of equipment that fire fighters must wear when they are calledto a fire. Fire Station 1 is equipped with both a fire engine and fire truck, bothof which have so many components that their average purchase price coststhe city $1 million each. Due to these high dollar amounts, many of Oakland’sfire engines and trucks are more than ten years old.

Ana-Marie Jones, the executive director of CARD (Collaborating AgenciesResponding to Disasters), also addressed the Leadership Oakland class aboutthe recent history of emergency preparedness in Alameda County. Herdiscussion detailed the somewhat fragmented efforts following the 1989Loma Prieta earthquake and the 1991 Oakland Hills fire to the progress thathas been made in recent years. Jones discussed everyday measures sheadvocates, such as having a visible ICE (In Case of Emergency number)programmed into or visible on your cell phone, keeping cash handy foremergency situations, the use of technology (Facebook, et al) tocommunicate in emergencies when phone lines are down, and maintainingemergency supplies at home and the workplace.

Despite the many stories you have heard about staying safe in anearthquake, positioning yourself under a desk is still the safest place foryou to go when the big one hits.Jones challenged us all to beaware and more savvy when itcomes to thinking ahead aboutemergency preparedness.

Captain Paul Figueroa,currently head of the OaklandPolice Department’s InternalAffairs Division, was the lastspeaker of the day for LeadershipOakland’s February Public Safetysession. Capt Figueroa talkedpassionately about a positivechildhood experience with anOPD sergeant and how thatencounter inspired him tobecome a police officer. Hediscussed his advancement in thedepartment during his 17-year career from patrol officer, sergeant andlieutenant to captain, and how that childhood encounter has helpedshape the way he views the importance of OPD maintaining a positive re-lationship with the community.

Capt. Figueroa outlined what he described as the three C’s….Crime(what’s happening on the streets), Cost (department layoffs and budgetcrisis) and Conduct (which has resulted in federal oversight) and itsimpact on the OPD and the Oakland community as a whole. OPD is tryingto implement more innovative programs aimed at suppressing violentgang activity through a collaborative effort with churches, socialservice agencies and the community in general to reduce gun crimes inOakland. �

Amanda Medina is the operations coordinator for the OaklandMetropolitan Chamber and Commerce, and Fred Kelley, PTP, is asenior supervising engineer with Parsons Brinckerhoff.

> Public Safety Day

� Chamber staff member AmandaMedina is joined by Fire Station 1firefighters after trying on 40 poundsof firefighting equipment at LeadershipOakland’s Public Safety Day inDecember.

February 2012 | 17

> Matchmaker wanted: Organicfarmer wants to meet Oaklandrestaurateur

SPECIAL SECTION The Oakland Restaurant Association

Chef Devon Boisen and Heidi Berger, general managerThe Terrace Room • 1800 Madison St. • (510) 903-3771 •www.theterraceroom.com

BACKGROUNDI grew up on a farm in north- western Montana and split my time between thereand St. Louis, MO. I got my first chef position at Big Sky Café in Webster Grovesand then moved on to my first Executive Chef position at J Bucks restaurant inClayton, MO for the sports casting family of Jack, Joe and Julie Buck. In the turn ofthe Millennium I moved to the West Coast. I started my adventure in Portland, ORat McCormick & Schmicks restaurant group, which took me to Seattle, and thenfrom there to Honolulu. After “mainland fever” I came back to Portland and backto McCormick & Schmicks. In 2007 I moved to the Bay Area, care of McCormick &Schmicks restaurant group to breathe some life back into Spengers Fresh FishGrotto on 4th Street in Berkeley. Now I am honored to be a part of the Oaklandculinary scene, and a part of such a beautiful restaurant overlooking Lake Merritt.

First job? I got a job as a dishwasher at a restaurant named Tippin’s in St.Louis at the age of 14.

Education? I graduated from Webster Groves High School and spent a yearat SIUC, and then ran away back to home. I went to culinary school at St. LouisCommunity College Forrest Park.

Residence? I live in Walnut Creek with my wife, who is the general managerof Revival Bar and Kitchen in Berkeley.

BUSINESS STRATEGYHow’s business? Business gets better day after day. We have a lot of work to

do, but I am very proud with what we have done and where we are headed.

Biggest challenge that you face? Overall exposure is the biggest problemthat we face. Whether it be a preconceived notion of the restaurant, the hotel weare located in, or a negative experience had by patrons in the past, we are in theprocess of winning people back with our amazing restaurant.

Personal goal yet to be achieved? A Michelin Star.Why people like working for you? People like working for me because I

make every day better than the last. Every day is a new opportunity to have fun,experiment and learn with fun foods and methods of cooking, and a chance toprove to our guests why we are one of the best restaurants in Oakland.

Mentor? I never had one person that I considered my mentor. However,throughout the years I have worked with a lot of amazing chefs who in turn eachtaught me something valuable that I still carry with me.

What do you like most about your job? I like the fact that every single daycan be completely different. I have the power to change whatever I do not like.

What do you like least about your job? Paperwork.Best meal/dish you ever created and to whom was it served? No such

thing. I have obviously had a chance to make some great food and serve it to somegreat people. I do have a lot of fun on a monthly basis with One FermentedEvening. This is a monthly pairing dinner that we do. Simply put, it is a night ofdebauchery.

Most respected competitor? The Oakland restaurant scene is an amazingplace right now. I have a lot of respect for the chefs and the restaurants that areturning this into the environment that it is.

PREFERENCESStranded on a desert island; what cookbook would you want? “How to

Turn Sand, Coconuts and Tropical Fish into Roasted Pork. (Soon to be writtenby…me, if I ever get stranded on a desert Island.)

Lunch with Julia Child - one question for her? Do you want to come overfor dinner?

Favorite cause? Sprouts Cooking Club for Kids.Favorite movie? Pulp Fiction.Favorite restaurant? Yan’s China Bistro for their crispy, smokey duck.Favorite way to spend spare time? Skiing.What’s on your iPod? Grunge, Alt Rock, Metal, Punk…a little bit of

everything (except Country). Automobile? A bad-ass Jeep. �

> > Chef’s Corner – Devon Boisen

by Mark Everton

The headline above is not what you wouldexpect to find at Match.com, but is clearlya need in Oakland. Small local farms, along-term staple of local farmer’s markets,are finding it a challenge to get theirproducts into Oakland restaurant kitchens.

The number of certified organic farmsis growing rapidly as are the number ofOakland chefs who prefer to procureproducts from the local sustainable farms.Hence, the matchmaker paradox – how to

match up the local farms with Oakland’s chefs in an efficient andsustainable way.

A search on Yelp for Oakland organic restaurants lists an amazing464 restaurants. The list of Oakland’s restaurants that feature organicor sustainable menu offerings reads like a Who’s Who of greatOakland restaurants, including Pizzaiolo, Commis, Café Gratitude,Asmara, Wood Tavern, A Coté, Encuentro.

Making the decision to consistently offer local organic andsustainable ingredients is a daily challenge for Oakland chefs.Ingredients have to be procured from numerous farms, the availabilityis limited by season, multiple daily deliveries, numerous invoices andorders have to be processed each day. Oakland chefs have to adjustand design their menus to reflect what is available today while theproducts they need may not be available next week.

California is the leading state in organic and sustainable food pro-duction. In 2008, California had 430,000 acres certified as organic(40 percent of California’s farmland). The amount of acres that areconverted each year in California dwarfs the rest of the nation. Manylocal farms are carving out niche organic plots while larger farms areconverting large areas of their acreage to organic. The challenges thatthe organic farms face is not only in the more-challenging productionprocess to maintain organic, it is the added challenge of marketingtheir unique products to Oakland restaurants and transporting theproducts to Oakland.

A recent analysis of a small local farm sent their delivery truck todeliver eight cases of organic greens to restaurants. The carbon foot-print of a single truck delivering eight cases to restaurants over 40miles away was substantial. Many organic farmers have been lookingfor middlemen (matchmakers) to pair up their products to restaurantsand to streamline the delivery process.

Sysco, America’s largest food service distributor, is not a companythat first comes to mind when thinking of organic and sustainablefood. Sysco embarked on an ambitious plan in 2005 to unveil theirnew tag line, “Good things come from Sysco.” To back up the “goodthings” promise, Sysco enhanced their Fresh Point division by sup-porting and acquiring local organic and sustainable farms.

To date, Sysco has created 31 regional sub-companies nationwide.Much of the organic produce grown in Northern California is pro-duced through Sysco’s Fresh Point. Sysco’s leadership in the organicand sustainable farming area has led to reduced chemical use onfarms through integrated pest management processes, and revampedtruck routes using hybrid and bio fuel trucks. From northernCalifornia’s organic farms and ranches, Sysco procures grass-fedbeef, antibiotic-free and humanely-raised animals, and seasonal andorganic produce. These organic products are delivered daily toOakland restaurants alongside the canned and frozen staples thatthe restaurants need.

The lyric, “Matchmaker, find me a match…”, could easily be thetheme song of Sysco’s matchmaking prowess with building andenhancing the relationship between Oakland’s restaurants and theorganic sustainable producers throughout California. The next timeyou are at one of Oakland’s farmers markets and wish the morning-picked organic broccoli that you are holding could be found in yourlocal restaurant, fret not – it probably already is. �

Mark Everton, the co-chair of theOakland Restaurant Association, isgeneral manager of the WaterfrontHotel and Miss Pearl’s Jam House inJack London Square. Watch for MissPearl’s re-opening in late February(after a devastating flood inOctober).

Mark Everton

| OBR Oakland Business Review | www.oaklandchamber.com 18

JOINChamber members for this informative breakfast at the OaklandChamber of Commerce, 475 14th Street.This event is free to Chamber members and $10.00 for non-members. To

attend, you must RSVP by Wednesday, February 22.VISIT OUR WEBSITE AND REGISTER ONLINEwww.oaklandchamber.com. Have questions? Contact Paul Junge at (510) 874-4817 or at

[email protected].

Come to “Inside Oakland Breakfast Forum” and hear frompeople who affect the policies andprogress of the city in which welive and do business.

Come to “Inside Oakland Breakfast Forum” and hear from people who affect thepolicies and progress of the city in which we live and do business.

Oakland City AuditorCourtney RubyFebruary 24 | 8:30 – 10 a.m.

Public PolicyCreating a strong economy

Elections provide an opportunity to impact the laws and policies thataffect our lives. Five of eight seats on the Oakland City Council are onthe ballot this November. Two of the long-term incumbents say they willnot run for re-election. In the meanwhile, the race for City Attorney promises tobe spirited. A number of ballot measures may gain the necessary signatures.Contested races for seats on a variety of other boards, as well as state andcounty races, will help make 2012 an eventful political year.

There is an opportunity for the Oakland business community to have an im-pact on these races. OakPAC is one of the oldest and most influential politicalaction groups in the region. The purpose of OakPAC is to promote commerceand industry, to advance economic growth, and to enhance the quality of life inthe city of Oakland by supporting candidates and issues that reflect our goalsand objectives.

To achieve these ends, OakPAC takes actions appropriate to those goalsincluding recruiting business-oriented candidates for local elected offices,solicitation of funds from individuals or corporations to make contributionsand independent expenditures in support of and in opposition to candidatesfor elected office, and to support political education efforts and participate inballot issues.

OakPAC members will be active this year recruiting and evaluatingcandidates for office. With the new rules selecting the top two vote getters innon-city elections and with rank choice voting still relatively new in the city, itpromises to be a busy summer and fall.

If you are interested in getting involved with OakPAC, as a contributor, amember, or a candidate running for office, contact OakPAC’s Executive DirectorPaul Junge at (510) 874-4817 or by email – [email protected]. �

> Redevelopment ends – City loses $25+ million per year

> Have a say in this year’selection – Join OakPAC

After more than 50 years of operation, the Oakland RedevelopmentAgency (RDA) ceased to exist on Feb. 1, 2012. Over that time the agencygrew to have an annual budget of more than $25 million. The city of Oaklandused that money to pay for a variety of city services including 17 sworn policeofficers, 15 people in the City Attorney’s office, 12 in the City Administrator’s of-fice, and over 80 people in the Community and Economic Development Agency.

The RDA even paid half the salaries of all eight City Council members andthe Mayor. A total of 158 full-time equivalents (FTEs) were funded by RDA.

The loss of the RDA money meant the city had to make changes to itsbudget to stay in balance. The city did not simply cut the positions and salariesof people who were funded by RDA money. For example, all 17 sworn police offi-cers remain on duty. To balance the budget, the city moved some positions toother city funds; left some vacant positions unfilled; and eliminated other posi-tions. The city also reorganized in anticipation of some economic developmentpowers being restored by the state legislature and to best provide services withfewer funds.

Of course after 50 years there remain many RDA projects and debts. The lawthat ended Redevelopment Agencies all over the state called for the establish-ment of Successor Agency’s to the terminated RDAs. The city of Oakland is theSuccessor Agency to the Oakland RDA. The Successor Agency is allowed a smallpercentage (5 percent this year, 3 percent next year) of RDA funds to wind downthe former RDA’s business in an efficient and cost effective manner.

The same law that ended redevelopment agencies in California also createda seven-person Oversight Board to monitor how the debts, assets and obliga-tions of the RDAs are closed out. The California State Director of Finance willalso have veto power over the Successor Agency’s decisions on how to handlethe former RDAs property and obligations. The Oversight Board for the OaklandRDA will review the actions the city of Oakland takes as the Successor Agencyto the Oakland RDA. The seven members are appointed by the followingofficials:

• County Board of Supervisors – 2 members• Mayor - 2 members (one a former RDA employee)• County Superintendent of Education – 1 member• Chancellor of California Community Colleges – 1 member• Largest special district taxing agency (possibly AC Transit) – 1 memberThis Oversight Board must be appointed by May 1, 2012. �

Paul Junge is the Chamber’s director of public policy.

by Paul Junge

February 2012 | 19

In June of 2011, Girl, Inc. , a national nonprofitserving more than 150,000 girls ages 6-18,decided to purchase 510 16th St. from the LegalAid Society for $4 million or $121 per square foot.Starting in early 2012, the nonprofit will be closeneighbors with another Oakland nonprofit thatalso owns its building, Youth Radio at 1701Broadway.

In late September of 2011, the East Bay AsianDevelopment Corp. (EBALC) purchased 1825 SanPablo Ave. in Oakland for $1.5 million or $77 persquare foot. Built in 1925 and renovated in 1988,the two-story building totals 19,431 square feetand has been used as a community shelterfor the past ten years.

In December of 2011, the Tribune Tower wassold to an owner/user from China by the name of

CallSocket LP for $8 million or $94 persquare foot. The international companyplans to establish a call center in the build-ing and create hundreds of new jobs in Oak-land over the next three years.

Also closed in December was the sale of the Broadway Atrium (449 15th St.) for$10.4 million or $105 per foot. The building (60,000 square feet) was purchasedby Energy Solutions, an Oakland-based engineering firm that provides energy

COMMERCIAL REAL ESTATE

> Class B office sales market heatsup with owner/user opportunitiesby John Dolby and Dane Hooks

� Other owner/user buildings thatare new to the market include 27414th St. in downtown Oakland.

While the office leasing

market has remained

flat for the last couple of

years in Oakland, one

sector of the market is

seeing some healthy ac-

tivity. The Class B office

market had a number of

owner/user property

sales in 2011 and that

trend appears likely to

continue in 2012.

> Oakland Running Festival– continued from page 5

rating as runners have remarked about the great course support from thecommunity. Additionally, out-of-town visitors have stated that theirimpression of Oakland has changed dramatically after participating in theevent. Many have come back to dine at local establishments such asScott’s Seafood Grill & Bar, Pacific Coast Brewery, Miss Pearl’s Jam Houseand Luka’s.

Several local affiliates and companies, including the Alameda CountyMedical Center, Lucky Supermarkets, The Oakland Tribune, East BayExpress, Paramedics Plus, Gu, the Oakland A’s, the Oakland Raiders,Golden State Warriors, Transports, Sports Basement, KTVU/KICU, Lohnesand Wright, the city of Oakland, the Oakland Police Department, theConvention and Visitor’s Bureau, have already become allied with theevent in its first two years and have helped to make the Running Festivala success.

There are still a few sponsorship opportunities available and there isstill time to get involved in 2012.

For a list of ways for your company to sponsor or participate in theevent, send an email to [email protected].

For more information about the Oakland Running Festival, visitwww.oaklandmarathon.com. �

efficiency and sustainability consulting.Other owner/user buildings that are new to

the market include 274 14th St., 2001 Broadway,and 1750 Broadway.

274 14th St., once home to the Holmes BookStore for 71 years, has been renovated into an idealowner/user opportunity with the second flooroffice space containing hardwood floors and highceilings with a strong retail tenant on the firstfloor.

The I. Magnin building (2001 Broadway),known as one of Oakland’s “Emerald Jewels”because of its distinctive green terra cotta, isanother ideal owner/user opportunity new to themarket. The building was completely rehabbedin 2000 and sits on top of the 19th Street BARTstation in the heart of Uptown adjacent to theParamount Theatre.

1750 Broadway, the Community Bank of theBay building (24,000 square feet), is also on themarket and ideal for an owner/user. The first andsecond floors have plenty of glass, high ceilings,and open spaces while the third floor has 9,500square feet of office space. The property alsofeatures a 35-stall parking lot.

The Class B office sales market will continue to remain active andhealthy in 2012 as owner/users and investors look to buy properties atcurrent low market prices. �

John Dolby is senior vice president and Dane Hooks is an associate withGrubb & Ellis Company.

John Dolby

Dane Hooks

Do you know a business that would benefitfrom Chamber membership? If you refer a potential member – and they join –you will be entered into a drawing to win twoSouthwest Airlines roundtrip tickets valued at

$800. Chamber applications must be received by Thursday, Feb. 16 to qualify.The winner will be selected and announced at the Chamber’s February AfterFive Reception on Thursday, Feb. 23 at Scott’s Seafood Grill & Bar in JackLondon Square. For more information contact Triche Christmon [email protected] or at (510) 874-4800, ext. 321.

> Win Southwest Airlines tickets


The following companies are recent additions to the Oakland MetropolitanChamber of Commerce team, thereby missing entry into the 2012Membership Directory & Buyers Guide.

Please keep this list with your directory and remember to do business withthese companies and with other Chamber members. And be sure to share thismaterial with your Purchasing Department. Whether it’s a product or service thatyou need, check your directory, call a member, identify yourself as a fellowmember, and watch the networking grow.

Future addendums will be printed and distributed periodically throughOakland Business Review. �

OAKLAND METROPOLITAN CHAMBER OF COMMERCE

> 2012 Membership Directory Addendum

A’s Referral Team

6211 La Salle Ave.

Oakland, CA 94611

(510) 250-6715

Fax: (510) 339-3747

Website: www.asreferralteam.com

David Reno

Networking Organization

Ascot Staffing

1939 Harrison St., Suite 150

Oakland, CA 94612

(510) 839-9520

Fax: (510) 839-9502

Website: www.ascotstaffing.com

Don Leung

Email: [email protected]

Employment Agencies, Services

& Consultants

B Restaurant

499 9th St.

Oakland, CA 94607

(510) 251-8770

Fax: (510) 251-8771

Website: www.boakland.com

Kevin Best


Restaurants

Blaisdell's Business Products

1645 Alameda

San Leandro, CA 94577

(510) 483-3600

Fax: (510) 483-0959

Website: www.blaisdells.com

Margee Witt

Office Supplies

Bliss Cities

1951 Telegraph Ave., Suite 102

Oakland, CA 94612

(510) 836-3945

Fax: (510) 826-3945

Website: www.blisscities.com

Michael Dade

Internet Services

Body Mechanix Fitness Co-Op

292 4th St.

Oakland, CA 94607

(415) 505-9202

Website: www.body-mechanix.com

Darrell Jones


Health & Wellness Programs

CALICO

524 Estudillo Ave.


(510) 895-0702

Fax: (510) 895-0706

Website: www.calicocenter.org

Amy Blanchard


Nonprofit

Cerebral Palsy Center

for the Bay Area

4500 Lincoln Ave.

Oakland, CA94602

(510) 531-3323

Fax: (510) 531-2990

Website: www.cpcoak.org

Kris Viers

Mailing Services

Classic Cable Car Sightseeing

190 Napoleon St

San Francisco, CA 94124

(415) 922-2425

Fax: (415) 922-1336

Website: www.sanfranciscoducks.com

Craig Vandermause

Entertainment

Commonwealth Foreign

Exchange, Inc.

1000 Broadway, Suite 460

Oakland, CA 94607

(510) 267-2500

Fax: (510) 267-2501

Website: www.comfex.com

Gary Chang

International Trade Finance

East Bay Black Professional

7717 Outlook Ave.

Oakland, CA 94605

(510) 731-4425

Website: www.meetop.com/east

bayblackprof/

Aurice Guyton

Associations

Farber & Foote, LLP

436 14th St., Suite 1520

Oakland, CA 94612

(510) 444-2512

Fax: (866) 819-6169

Website: www.farberfoote.com

Eric Farber

Attorneys

Faz Restaurant

1111 Broadway

Oakland, CA 94607

(510) 272-1111

Fax: (510) 272-1117

Website: www.fazrestaurants.com

Faz Poursohi

Restaurants

Gateway Bank

2201 Broadway, Suite 404

Oakland, CA 94612

(510) 496-8601

Fax: (510) 899-6788

Website: www.gatewayfsb.com

Jeff Cheung

Banks

Holiday Inn Express Hotel &

Suites

P.O. Box 14507

Oakland, CA 94614

(510) 569-4400

Fax: (510) 569-4441

Website: www.oaklandhiexpress.com

Sima Patel


Hotels

Joy Soulier & Associates

5940 College Ave.

Oakland, CA 94618

(510) 208-4580

Fax: (510) 208-4582

Website: www.joysoulier.com

Joy Soulier


Tax Consultants

LeTip – Oakland

362 Joaquin Ave.


(510) 919-0821

Website: www.letip.com

Tim Smith


Networking Organization

Oakland Harley-Davidson

151 Hegenberger Road

Oakland, CA 94621

(510) 635-0100

Fax: (510) 635-1900

Website: www.oaklandh-d.com

Motorcycles & Motor Scooters

Oakland Heritage Alliance

446 17th St., Suite 301

Oakland, CA 94612

(510) 763-9218

Fax: (510) 654-9764

Website: www.oaklandheritage.org

Thomas Hall

Nonprofit

Oakland Military Institute,

College Prep Academy

3877 Lusk St.

Emeryville, CA 94608

(510) 594-3900

Fax: (510) 597-9886

Website: www.oakmil.org

John Wells

Nonprofit

On the Runway

3407 High St.

Oakland, CA 94619

(510) 842-3898

Fax: (510) 842-3911

Website: www.ontherunwaybou

tique.com

Angela Ajetemobi

Retail

P.E.E.R.S.

333 Hegenberger Road, Suite 250

Oakland, CA 94621

(510) 832-7337

Website: www.peersnet.org

Khatera Aslami

Nonprofit

Photographers@Large

6321 Outlook Ave

Oakland, CA 94605

(510) 938-8141

Website: www.pal.printroom.com

Auintard Henderson

Photographers

ResCare HomeCare

166 Santa Clara Ave., Suite 200

Oakland, CA94610

(510) 653-7242

Website: www.rescarehomecare.com

Tim Johnson

Home Health Care Services

Sharp Business Systems

470 Boulder Court

Pleasanton, CA94566

(925) 417-8400, ext. 4954

Website: www.sharpusa.com

Jennifer Pangilinan

Office Furniture, Supplies & Repair

Tiger Natural Gas, Inc.

1422 East 71st St., Suite J

Tulsa, OK 71436

(918) 491-6998

Fax: (918) 491-6659

Website: www.tigernaturalgas.com

Stephen Hendrix

Natural Gas

Top Grade Construction

1155 Third St., Suite 250

Oakland, CA 94607

(925) 449-5764

Fax: (925) 449-5875

Website:

www.topgradeconstruction.com

William Gates

Contractors – General

W.O.W. (Women Organized

for Wealth)

330 Park View Terrace, Suite 108

Oakland, CA 94610

(510) 893-2589

Fax: (510) 763-8770

Evelyn Moorman

Educational Consultants

February 2012 | 21

> A tale of two mixersThe Chamber’s specialholiday After Five Re-ception continued itstradition of goodfood, good music,outstanding network-ing and holiday cheerat the Claremont Re-sort and Spa in De-cember. Some 200Chamber membersand guests were onhand for the festivi-ties. At right, Cham-ber President JoeHaraburda presenteda special “RememberThem: Champions for Humanity” book to Kathy Marti, the Claremont’sdirector of catering and conference services. The Claremont is currentlyrunning numerous special promotions and packages, including a Valen-tine’s Special through Feb. 19.

The Chamber’s After Five Reception in January was held at the offices ofCB Richard Ellis (CBRE) in City Center, which showed off its new 5-StarWorldwide program, which revolves around a revolutionary new servicephilosophy – treat tenants like guests. Designed to provide services andamenities to increase tenant productivity and satisfaction, the 5-Starprogram combines the attributes of a concierge service, buildingconference center with services such as conference center managementand booking, event coordination, transportation arrangements, arearecommendations and reservation assistance. With its 5-Star program,the Oakland City Center property management team becomes anextension of their tenants’ staff. At the mixer, pictured behind a scalemodel of City Center, are (left to right) Chamber Board member ShannonPedder (BRAND: CREATIVE); Chamber Public Policy Director Paul Junge;CBRE General Manager and Director Kathy Claussen; CBRE 5 StarManager Karissa Obeso-Govan; and Chamber Board member EricKisshauer (Pankow Builders). �

> Mayor’s Economic Forecast set for Feb. 14The annual Mayors’ Economic Forecast sponsored by theSan Francisco Business Times and Grubb & Ellis will be heldon Tuesday, Feb. 14 from 7:45 to 10 a.m. in the West Hall ofthe Oakland Convention Center within the Oakland Marriott.

From city budget challenges to the “Occupy” movement, 2011was a busy year for the mayors of Oakland and San Francisco, andthey’ll be on hand to provide a look at 2012 – Oakland Mayor JeanQuan and San Francisco Mayor Ed Lee. Other guest speakers areDaniel Cressman of Grubb & Ellis, who will review the real estateforecast, and Paul Single of City National Bank, who will discussthe economic outlook.

Businesspeople can register at www.sanfranciscobusinesstimes.com/event/57601. For more information contact JacquieBischoff at (415) 288-4972 or at [email protected]. �

> Ambassador of the MonthChadwick Spell, a businessaccount executive withComcast Business Class, hasbeen named the Chamber’sAmbassador of the Month.

Says Spell, “I thank theChamber and all members forthe honor of being able to be apart of a community that isbased on cooperation, partner-ship and support. When I wasintroduced to the Chamber Ihad the same questions manyhave, ‘What is the benefit ofbeing in the Chamber?’ and‘What does an Ambassador do?’The Chamber is the one placeas a businessperson, I canconnect, learn, and developrelationships with otherprofessionals in Oakland.Helping one another andcoming together to assist in the growth and development of our businesses andthis great city.”

Spell continues, “The Chamber staff and Ambassadors all are a family workingtoward creating an Oakland that is supportive of business and community. As anAmbassador and account executive with Comcast Business Class, I see 2012 beingthe best year yet, as we launch the Comcast Chamber Infinity Program andcontinue my mission to be an asset to all who I am honored to encounter.” �

Yeda Altes, the fire safety education coordinator with theOakland Fire Department, has been named the Chamber’s2011 Ambassador of the Year. Altes, who can be seen atcountless Chamber meetings and events, delivers businessleads and offers members outreach opportunities that enhanceher efforts in the Wildfire Prevention Assessment District(WPAD) to prevent wildland fires.

She reminds us about the benefits of the WPAD and thefollowing services it provides:

• Goat grazing – Herds of goats are utilized to clear theexcess brush that allows fires to spread rapidly. The goatsremove vegetation from the large public open space areaswithin the assessment district boundaries. Look for them inlate spring, early summer.

• Vegetation management – Private contractors and city crews provide thedistrict’s vegetation reduction and management programs where the goats are notable to graze. This includes open space and canyon hill parcels, firebreaks and roadsideclearance along public streets and evacuation routes within the district. Fire fighters andthe vegetation management inspectors annually inspect district properties. When theyidentify a property that is in violation, they ensure that it becomes in compliance withthe Oakland Fire Code so it, neighbors, and all, are preventing wildland fires.

• Property owner chipping services – This program assists private propertyowners by providing a convenient way to dispose of tree branches, brush and other yardwaste that can fuel fires. The district provides crews to process a property owner’s yardwaste into wood chips or mulch for the owner’s use or provide other means of disposal.It’s more cost efficient when the chipper arrives on a block or area where severalproperties coordinate a “Chipping Party.”

• Fire prevention, education and training – Public Outreach staff providesspecial training to district neighborhoods, homeowner associations, and schools. Toassist with fire prevention and in the event of a fire, staff helps with defensible spaceand safe evacuation route plans.

• Roving fire patrols – This program provides additional fire patrols to monitorproperties within the boundaries of the assessment district during high fire hazard days.The patrols monitor, correct, and report potential fire hazards to the Fire Department.

The high fire danger area is within the Oakland hills and surrounding areas becausethe properties are uniquely located among extreme dense vegetation. It puts them at ahigh risk of loss or damage if a wildland fire was to start and spread as did in the 1991Firestorm; 25 lives were lost and over 3,000 homes destroyed. It’s crucial that we allassist and avoid a repeat of such devastation.

You can participate by sharing outreach and prevention education materials. TheFire Department now has a new short educational DVD that can be reproduced for the22,000 parcels in the hills. Contributions to the 501c3, Friends of the Oakland FireDepartment, and earmarked for WPAD, will allow sponsors to have their logo printedon the DVDs and/or the packaging.

For more information, visit www.OaklandWPD.org. If your property is in the WPAD,call in advance to schedule curbside tree and brush chipping at (510) 238-7388. �

> Ambassador of the Year – Yeda Altes

� Ambassador of the Month Chadwick Spell(right) hosted “Breakfast at the Chamber”in January. He was presented with aproclamation by Chamber President JoeHaraburda.

| OBROakland Busi-ness Review |

22

> Junior CEOs off and runningRight after the new year, 20 students from the Oakland UnifiedSchool District (OUSD) gathered at the Oakland MetropolitanChamber of Commerce to learn, share, grow and participate inlinked learning. The Junior Community Entrepreneurs of Oakland (JuniorCEOs) program convened for its inaugural class, and the group is already off to agreat start.

The workshops, designed to assist students with creating business plansand developing community leadership, include a wide range of subjects led byOakland business representatives. The focus of the first session was leadership –and Cat Brewer of Strong Brew Communications led the group of 10th and 11thgraders through a series of self reflective and communal activities aimed atstrengthening the Junior CEOs’ skills.

The students began their first workshop with introductions and then a“commonality” activity to prove that while everyone is different, there are manyuniversal ties that bind us together. In keeping with the theme of “community,”the group was divided into small groups in order to develop a definition of lead-ership – a norm to guide and lead the group.

The result – “Leadership is taking the initiative and motivating others in apositive way to keep an open mind and go the extra mile for the greater good.”

After a short break, the group reconvened and was led through a communi-cation-style exercise that proved eye-opening for many of the students. The

students divided into groups according to their most prominent communicationstyle and then discussed the pros and cons as it relates to group dynamics andcollaborations.

The evening ended with a brief discussion about the value of all “types” ofleaders, personal leadership experiences as well as leadership “heroes.”

Before the students were dismissed, the Junior CEOs were given homeworkassignments for the next session (late January), a workshop on creating businessvision and analyzing community impact (facilitated by Wendy Walleigh). Theassignment – write down three business ideas and set three to five-year goalsfor each. The students present in the room seemed up for the challenge. In theend, the experience was exciting for everyone involved.

If you would like to get involved in the Junior CEO program, contact theOUSD College and Career Readiness Office at (510) 273-2360. �

> Pankow achieves double goldPankow, a leading design-builder for 48 years, has been awardedLEED Gold certification from the U.S. Green Building Council forboth its Oakland and San Francisco office locations.

“Pankow is committed to environmentally responsible construction andto sustainability in our own operations,” said Scott Anderson, vice presi-dent for Northern California. “By creating a workplace that supports bothlean and green practices, we have a platform for enhanced client service.We are excited to get a double gold.”

Through the design-build process, the team was able to find the mostsustainable features and solutions, adopting strategies to save energy andcreate healthier, more comfortable work environments.

Pankow Oakland’s 11,700-square-foot office is gaining from 40 percentin energy savings, 80 percent of construction waste was recycled, and has90 percent of employees with unobstructed views to the outside. �

> Peers launches mask exhibit toeducate public about mental healthA mask exhibit displaying the art of four individuals with mentalhealth challenges has opened in downtown Oakland and serves toeducate the public and foster dialogue around mental health stigmaand discrimination.

Peers Envisioning and Engaging in Recovery Services (PEERS) is sponsor-ing the exhibit as part of the Alameda County Social Inclusion Campaign.The campaign is a county-wide effort to eliminate mental health stigma anddiscrimination, with a special emphasis on the African American community.

One in five Californians is diagnosed with a mental health issue and manystruggle with stigma and discrimination, making it impossible for them togain access to basic needs such as housing, employment, medical care, orcredit, just to name a few.

“The goal of this display is for the public to internalize the campaignmessage of ‘See me, not my diagnosis,’” said PEERS Associate Director LisaSmusz. “We want to educate the public on what mental health is and howharmful labels and stereotypes can be. We want to show that those withmental health challenges (consumers) have a lot to offer society, and want toallow these consumer artists to share their processes and stories of recoveryin their own words.”

Located at 2021 Broadway, the exhibit allows viewers to dial a numberon their cell phones to listen to each artist describe his or her mask.

“By listening to the stories while seeing the artwork, we believe thatpassers-by will make a connection and feel a sense of contact with the per-son on the other end,” Smusz said. “We want people to realize that mentalhealth issues are common and real, that nearly everyone is affected, and thata diagnosis does not equate with inability or ineptitude.”

Artist stories are also available via the PEERS Podcast at:www.peersnet.org/radio.

Peers Envisioning and Engaging in Recovery Services, or PEERS, is aconsumer-run organization that promotes wellness for people with mentalhealth difficulties and their families. PEERS leads the Social InclusionCampaign, a groundbreaking effort to end stigma and discrimination againstpeople with mental health issues throughout Alameda County. �

> The Wendel Forum now hosted by 960 KNEWWendel, Rosen, Black & Dean LLP has announced that The WendelForum, the weekly radio segment addressing legal aspects of the greeneconomy and hosted by Green Business Group Partners Richard (Dick)Lyons and William (Bill) Acevedo, is now broadcast by 960 KNEW(www.960KNEW.com). Green 960 AM, the Bay Area talk radio station thathas aired the segment since its inception in February 2011, restructured as960 KNEW last month and now features both green and general businessprogramming dubbed: “Opinions. Finance. Advice.”

The Wendel Forum continues as a half-hour show on Saturday morningsat a new time slot: 9:30 to 10 a.m. The program remains a part of the GreenMorning Lineup, alongside Sea Change Radio, An Organic Conversation andother segments addressing sustainable living and business issues. Out-of-range listeners will still be able to tune in to The Wendel Forum via the station’swebsite and www.iHeartRadio.com.

The Wendel Forum features interviews with Wendel Rosen attorneys andother green leaders on business and legal trends, tackling a wide range of is-sues such as organics and natural products, renewable energy, green building,clean tech and intellectual property. Listeners can find more information, listento recent broadcasts and provide feedback for future segments by logging onto The Wendel Forum’s blog (www.TheWendelForum.com). �

> Kaiser Permanente is Warriors2012 presenting sponsorThe Golden State Warriors have announced that Kaiser Permanente willbe the team’s presenting sponsor for the 2011-12 season, marking theteam’s first Warriors Gold Alliance partner and its first-ever season-longpresenting partnership.

“We’re excited to officially launch this partnership with Kaiser Permanente,”said Warriors President and Chief Operating Officer Rick Welts. “Not only arewe thrilled to have them as the franchise’s first presenting sponsor, we’re evenmore excited to have Kaiser Permanente as our initial Warriors Gold AlliancePartner. As Oakland’s single largest company, Kaiser Permanente is just the typeof organization that we are looking to align ourselves with to help us usher in anew era of Warriors’ basketball. Through our combined efforts we will continueto use this platform to positively impact the Bay Area community.”

Kaiser Permanente and the Warriors have partnered on a variety ofcommunity-focused initiatives over the past several years, including the GetFit Timeout program in which Warriors players, coaches and personalities join

Kaiser Permanente representatives to educate Bay Area youth on the impor-tance of healthy eating and active living. This past summer, the Warriors,Kaiser Permanente and the Good Tidings Foundation refurbished basketballcourts at Oakland’s Mosswood Park, which is located adjacent to the site onwhich Kaiser Permanente is building its new hospital, which is scheduled tobe completed in 2014.

“At Kaiser Permanente we strongly believe we have a responsibility toplay a leading role in improving the health and well-being of our communi-ties, and through our ongoing partnerships with organizations such as theWarriors, the Oakland Unified School District, and the Martin Luther King Jr.Freedom Center, we are actively working to strengthen our communitiesand make them better places to live, work and play,” said Yvette Radford,vice president of external and community affairs for Kaiser PermanenteNorthern California.

The comprehensive partnership between the Warriors and KaiserPermanente covers sales and marketing elements related to the 2011-12season, including television, radio, print, outdoor, online, and in-arenamessaging. Kaiser Permanente is tied into the “Big Things Are Coming”initiative that the Warriors and NBA rolled out and is the focus of the team’scurrent marketing efforts.

For more information on the Golden State Warriors 2011-12 season,presented by Kaiser Permanente, visit warriors.com. �

| OBR Oakland Business Review | www.oaklandchamber.com

February 2012 | 23

The purpose of the Oakland Metropolitan Chamberof Commerce is to promote commerce and industry,to advance economic growth and to enhance thequality of life in the city of Oakland.

OBR OAKLAND BUSINESS REVIEW (ISSN 1092-7220)is published monthly at $100.00 a year by the OaklandMetropolitan Chamber of Commerce, 475 14th Street,Oakland, CA 94612-1903. Membership dues includesubscription. Periodicals postage at Oakland, CA.Contents can’t be reproduced without permission.POSTMASTER: Send address changes to OAKLANDBUSINESS REVIEW, 475 14th Street, Oakland, CA 94612.

Editor

HANK MASLER, (510) 874-4808

[email protected] | www.oaklandchamber.com

Design/Production Editor

CARTER DESIGNS

The articles published in this publication do not necessarily

reflect the policies or opinions of the Oakland Metropolitan

Chamber of Commerce.

EXECUTIVE COMMITTEEChair of the BoardJOHN NELSONmurakami/Nelson

Vice Chair MARIO CHIODOChiodo ArtDevelopment

Vice Chair SHANNON PEDDERBRAND: CREATIVE

DAN COHENFull Court Press

CHARRISA FRANKSwinerton Builders

ERIC KISSHAUERPankow Builders

DICK SPEESHonorary Member

ZACK WASSERMANEx Officio CorporateCounselWendel, Rosen, Black & Dean LLP

KEN WHITEFidelity Roof Company

MICHAEL ZIEMANNSummit Bank

BOARD OF D IRECTORS

MANETTE BELLIVEAUVisit Oakland

ALICIA BERTPG&E

TERRY BRADYSecuritas SecurityServices

DAVE CANNONBarney & Barney LLC

ANA CHRETIENABC Security Service

KIM DELEVETTSouthwest Airlines

JOHN DOLBYGrubb & Ellis

CHRIS DONOHOECIM Group

SOLOMONETS-HOKINColliers International

MARK EVERTONWaterfront Hotel /Miss Pearl’s JamHouse

ALLYSON FATTORESunwest Bank

JOHN GOODINGThe Quadric Group

GEORGE GRANGERAT&T

STAN HEBERTCalifornia State University, East Bay

MICHAEL HESTERMcGuire & Hester

VICTORIA JONESThe Clorox Company

ISAAC KOS-REEDPort of Oakland

MICHAEL LEBLANCPicán

KEN MAXEYComcast

IKE MMEJEAlta Bates SummitMedical Center

NATHAN NAYMANVisa

NATHANIELOUBRE, JR.Kaiser Permanente

MICKY RANDHAWAWells Fargo

EMILY SHANKSBank of America

DAVID TUCKERWaste Managementof Alameda County

ELÑORA TENA WEBB,PH.D.Laney College

RICHARD WHITEFitzgerald Abbott &Beardsley LLC

JOSEPH HARABURDAPresident and CEO

Keeping you connected and informed

> february

3 | East Bay Women in BusinessRoundtable luncheon|11:30 a.m. - 1:30 p.m.featuring Nicole Taylor, president andchief executive officer of the East BayCommunity Foundation, Waterfront Hotelin Jack London Square, $35 for Chambermembers, $45 for non-members

8 | Ambassador Committeemeeting |noon - 1 p.m.

8 | Economic Development Forum|3 - 4:30 p.m.featuring a representative from Chevronand Solomon Belette, chief executiveofficer of Catholic Charities of the EastBay, discussing “Corporate SocialResponsibility, Stimulating WorkforceDevelopment Through Partnerships”

16 | Breakfast at the Chamber |7:30 - 9 a.m.an update of Chamber activities forprospective, new and long-time members,hosted by Torrey Pines Bank

21 | Nonprofit RoundtableCommittee meeting |2:30 - 4:30 p.m.

23 | After Five Reception |5:30 - 7:30 p.m.Scott’s Seafood Grill & Bar, Jack LondonSquare, no charge for Chamber members,$15 for non-members

24 | Inside Oakland BreakfastForum |8:30 - 10 a.m.featuring guest speaker Oakland CityAuditor Courtney Ruby, no charge forChamber members, $10 for non-members

> march

2 | Annual Oakland and East BayBusiness and Procurement Fair |2 - 5 p.m.bringing together vendors, businessorganizations, public agencies andmembers of the local community to facili-tate business-to-business partnershipsand create new customer leads. Displaytable – $199 for Chamber members ($159for returning participants) and $299 fornon-members ($239 for returnees) – ifpaid by Feb. 10, Oakland Marriott CityCenter. Individual attendance is free.


14 | Economic DevelopmentForum |3 - 4:30 p.m.featuring Bob Doyle, general manager ofthe East Bay Regional Park District, andother EBRPD panelists for a discussion onthe economic value of the parks

Feb.23 After Five Reception

15 | Breakfast at the Chamber |7:30 - 9 a.m.an update of Chamber activities forprospective, new and long-timemembers, hosted by HilliardManagement Group


22 | After Five Reception |5:30 - 7:30 p.m.JDB Event Center, 2500 Embarcadero, nocharge for Chamber members, $15 fornon-members

23 | Inside Oakland BreakfastForum |8:30 - 10 a.m.no charge for Chamber members, $10 fornon-members

> april

6 | East Bay Women in BusinessRoundtable luncheon|11:30 a.m. - 1:30 p.m.featuring guest speaker Terri Swartz,dean of the College of Business &Economics at California State University,East Bay, Waterfront Hotel in Jack LondonSquare, $35 for Chamber members, $45for non-members


11 | Economic DevelopmentForum |3 - 4:30 p.m.featuring Doug Johnson of the Metro-politan Transportation Commission(MTC) discussing “Update on Plan BayArea: A Regional Land Use andTransportation Plan to 2040”


19 | Breakfast at the Chamber |7:30 - 9 a.m.an update of Chamber activities forprospective, new and long-timemembers, hosted by Fountain Cafe

26 | After Five Reception |5:30 - 7:30 p.m.Scottish Rite Center, 1547 LakesideDrive, facing Lake Merritt, no chargefor Chamber members, $15 fornon-members

27 | Inside Oakland BreakfastForum |8:30 - 10 a.m.featuring guest speaker Alameda CityManager John Russo, no charge forChamber members, $10 fornon-members

Scott’s Seafood Grill & BarJack London Square

No charge for Chamber members.$15 for non-members.

5:30 - 7:30 p.m.

All events held at Chamber offices, 475 14th Street, unless otherwise noted. Call 874-4800 to confirm dates and times. Meetings are open to all Chamber members.

Economic Development Forum| February 8, 3 - 4:30 p.m.“Corporate Social Responsibility, Stimulating Workforce Development Through Partnerships”

Breakfast at the Chamber| February 16Hosted by Torrey Pines Bank

Inside Oakland Breakfast Forum| February 24Guest speaker Oakland City Auditor Courtney Ruby

merchants with brick and mortar stores. Is it time to rethinkand perhaps retool their approach to doing business in theinternet age?

Sometimes it seems the only thing not currently availableonline is the experience of a fine meal out. As far as Oakland isconcerned, we've only begun to scratch the surface of a cityexperiencing serious financial straits. With both the city andretailers' resources stretched to the max, how do ourmerchants adapt? It seems some have not yet realized timeshave dramatically changed since the 1990s when money wasmuch more free-flowing and the internet had only a minorimpact on a business's bottom line.

Let me offer my perspective/opinion as BusinessImprovement District (BID) manager of the Rockridge District.Coming from an educational and sales background, I now havethree years under my belt. First, I’m hoping that our recenteconomic success on the Avenue will continue, but I'm stillbeing questioned: where are the customers and why is thereso much available parking?

From our little corner of the world we cannot controlwhether a double dip recession emerges or if the Europeanswill successfully deal with their economic woes. However,there are many things we can do as a shopping district to helpstack the odds in our favor to keep shoppers coming back.

As BID manager it is my job to help create the best "onstreet" experience resources can provide for our shoppers.This gives visitors a solid reason to come back, enjoy theAvenue, and hopefully spend money. At very least, it has beena major challenge to deal with sidewalks and tree wells indisrepair, various public safety concerns and money issues,plus an understaffed and overworked Police Departmentchallenged by other social ills of a large metropolitan city.I have become a master in relationship building in order tokeep things evolving and running smoothly.

This is how we must approach business development onCollege Avenue. To merchants, it is imperative to offer a retailspace that is inviting and a pleasure to be in, offeringcustomers the experience of shopping and a reason not to goonline. People visiting the Avenue are looking for that uniqueopportunity and pleasure of pure shopping and being out andabout with family and friends; this is something you cannotget online.

On the other hand, it's important not to underestimate thepower of high-tech. Large retailers are using every possibletrick in the book to attract shoppers. If we look at what the bigguys are doing they not only offer an attractive space for one'sshopping pleasure but additionally offer online deals, in-storesavings and anything else to move product. My suggestions tomerchants is to utilize all internet tools that are availableincluding, but not limited to, websites, e-mail campaigns, QRcodes and more. Have you or your staff tweeted lately or usedFacebook to help drive business?

Presently, I think we are at a time of growth and changehere in Oakland, with many opportunities for small business.The economy will turn around with more people be workingfrom home and other unforeseen developments in the retailsphere. This will only present a need for stronger and morevibrant neighborhoods, which is what small business is allabout.

Come visit us in Rockridge and yes, we do have a website –www.rockridgedistrict.com. �

Chris Jackson is the Rockridge District manager.

The main thoroughfare of College Avenue is home to manyeateries, fine dining restaurants, wine bars and upscaleretail stores, including bookstores and boutiques. Manyconsider Rockridge the “toniest” shopping experienceOakland has to offer.

I'm happy to say that we are coming off a verysuccessful holiday shopping season here on CollegeAvenue. Many of the retailers have reported some of theirbest numbers in several years.

This begs the question – is this uptick a flash in the panor have we really turned that retail corner? Ongoingeconomic problems both locally and worldwide and thegrowth of e-commerce put the spotlight on retail

> Rockridge boasts successfulholiday shopping seasonby Chris Jackson

The Rockridge District

is a commercial and

residential neighborhood

in North Oakland with a

commercial corridor

that’s defined as the area

along College Avenue,

south of Alcatraz and

bounded by 51st Street

and Broadway on its

southern end.

SPONSORED BY WELLS FARGOA neighborhood salute

oakland business review february 2012

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