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The Current

December 2009
From the Desk of...Debra De Graw, CEO
Think Local, Shop Local, Be Local

There is a growing countywide effort to encourage Mendocino County


Residents to shop in their own backyards. Especially during the holi-

M E N D O C I N O
days and these tough economic times. Supporting the businesses that
contribute to your local economy, keeps the sales tax dollars circulat-
ing in your community.

On behalf of the Mendocino Coast Chamber of Commerce, I attended


one of the Mendo Loco meetings in Ukiah in October. There were rep-
resentatives from all over the county in attendance. The Main Street

C O A S T
Program of Ukiah began their program on November 20, and is plan-
ning to spend about $20k on the program to encourage residents to
shop in Ukiah.

I have been in communication with the City of Fort Bragg and the Fort
Bragg Promotions Committee to share materials that have been de-
signed for promoting the Shop Local campaign. The Mendocino Coast
Chamber is sharing a Mendocino Coast message, and working on an
Anderson Valley message for our members there.

If you can help us by printing a window flyer on your color printers


and post in your place of business to help get the message out, this
will help us keep costs and waste down.

Shopping local helps keep your neighbors employed, which enables


them to shop at our local stores, which keeps people employed and
continues the cycle of circulating sales tax dollars in our
communities.

Shopping away from home when you haven’t exhausted what is available here first, sends your
tax dollars to other counties to help fix their roads, supports their schools, and all the services that
article continued on page two...

Amy Wall of Mendocino Beauty Maggie Watson of Mendocino Solar,


with Larry Wagner of Larry Wag- Douglas Stewart & Kristy Cole of
ner Photo Art at the Breggo Cel- Breggo Cellars, and Eve Yeomans of
lars Mixer. Proz Design.
Welcome New Members Page 2 • December 2009

Reach Air Medical Services


Anna Blair article continued from page one...
4615 Highland Springs Rd. depend on tax dollar revenue.
Lakeport, Ca. 95453
866-767-3224 (membership) We are looking into ways that you can participate in a shop
www.reachair.com local/ give a discount program. This will continue all year
long. We are also working on PSA’s and press-releases that
will get the message out to the general public.

This is about sustainable communities. If we don’t support


our local businesses and services our communities will not
be sustainable.

Check out this website… http://www.the350project.net/


home.html

Boosting the Bottom Line: Track Those Promotion Dollars


By Bruce Lewis, Lewis & Summers Public Relations

When I consult with local businesses about how to boost sales, one of the first
questions I ask: Which advertising or promotion programs are working for you
and which aren’t? A frequent answer: “I’m not sure. I’ve never measured it.”
One business owner said he been advertising for years and had no idea if the investment pro-
duced new business. He just had a “gut” feeling he needed to advertise to keep the company
name out there. Unfortunately, gut feelings don’t fill business coffers.
Rule 1: if you can’t measure it, don’t do it.
But how do you know if it works? That’s easy: if the ad appears and you get calls or see an in-
crease in sales –- or people are talking about the ad or the deal you’re offering –- then it prob-
ably is working. Another way to measure: ask your customers. I know what you’re thinking: cus-
tomers often aren’t sure what brought them in. If that’s the case, you need to create advertising
with a more powerful call to action. Then you’ll know for sure. Tip: the advertising departments
at newspapers and radio stations are experts and will help you craft your ad for free. If an ad
doesn’t work, they can help you improve it.
Rule 2: Change advertising that works when it no longer does.
Even advertising that works, may not work forever because you may have filled the demand for
the product or service. Keep ads fresh. Constantly offer new products and services to get cus-
tomer attention.
Rule 3: Always have three to five promotional initiatives going at all times.
Continually dump those that fail and replace them with new ones. Busi-
ness is dynamic – constantly changing – and you need to change, too.
Bottom line: If you’re going to invest in promotion, you need to
know the return. Otherwise, you’re just throwing away your money.
Lewis & Summers is a travel, marketing and media relations consulting firm with offices in Men-
docino and Walnut Creek. Bruce Lewis & Gary Summers have worked with more than 150 For-
tune 500 and other organizations over the past 20 years.

PROFIT 
Peters Painting
If something is missing in your 
Rates for Chamber Members
business, I can help. 
Commercial or Residential Kathie Ittel 
Ask for Lloyd Peters Certified Business Coach

(707) 513-6276 CALL 937‐3165


CA Lic# 882523
Calendar of Events December Page 3 • December 2009
Ongoing Events MendocinoArtCenter.org
Mendocino Coast Children’s Fund Holiday
Giving Trees Albion River Inn Cabaret
Pick a tag and make the holidays happy for a Singer/songwriter showcase, every Wednes-
child in need: needed and wanted items will be day evening at 8:30 pm. No cover, no mini-
on trees in 4 locations, Harvest at Mendosas, mum. Full bar and dessert service available.
MacCallum House, Mendocino - Harvest at Boat- Come early for dinner and stay for the Cabaret
yard Shopping Center, Living Light-Mendo Bis- 3790 Highway 1 North, Albion Ca 95410
tro, Company Store, Fort Bragg • 707-937-6111 1-800-479-7944 http://www.albionriver-
http://www.mccf.info inn.com

Mendocino Art Center’s December Gallery Dec. 2


Exhibits “Small Works and Precious Objects”
Mendocino Art Center’s galleries showcase Larry NCA members and guest artists JAn Wax &
R. Wagner’s photography from Mendocino Art Chris Bing (Wax & Bing Studios) and San-
Center’s 50th Anniversary Exotic Calendar; Tom dy Oppenheimer, scale down to exhibit little
Reed’s photography exhibit, “The Granite Avatars treasures of varied media during the holi-
of Patagonia”; the Mendocino Coast Furniture day season perfect for holiday gift giving
Makers “Toy Show,” and a “Holiday Boutique,” 362 N. Main St, Fort Bragg ,Northcoast Art-
with affordable and unique gift ideas. Free 2nd ists Gallery • 964-8266 • http://www.north-
Saturday Artists Reception, December 12, 5 pm coastartists.org
- 8 pm. Admission to gallery exhibits is free.
Mendocino Art Center, 45200 Little Lake Street MTC Fall Reading Series Presents:”The
at Kasten Street, Mendocino • 707-937-5818 or Visiting Artists”
800-653-3328 • http://www.MendocinoArtCen- by Joel Schwartz, directed by Joel Schwartz
ter.org Helen Schoeni Theater, Mendocino 937-
4477 http://www.mendocinotheatre.org
Rendezvous Inn’s “Take a Walk on the Wild
Side!” Dec. 3-13
The Rendezvous Inn & Restaurant is offering a
three-course wild mushroom tasting menu, “Take MTC Presents William Inge’s “Picnic”
a Walk on the Wild Side!” Local wines, available MTC’s production of this great American
by the glass, are paired with each of the cours- classic features a considerably talented
es. The menu will be available nightly through cast, andthis exquisite production has been
at least the end of January. $50.00 per person; directed by Bob Cohen. 45200 Little Lake
$77.50 with suggested wines. Our menu has Street 937-4477 http://www.mendocino-
been mentioned in the San Francisco Chronicle: theatre.org
and Sunset Magazine’s November issue, where
they say, the “cream of hedgehog soup is a must Holiday Giftwrapping
try…” 647 N. Main St., Fort Bragg, CA 95437 Have your holiday gifts wrapped by us this
(707)964-8142 (800)491-8142ttp://www.ren- season! Franklin Street purchases will be
dezvousinn.com/ShroomTastingmenu10.php wrapped for FREE! All other gifts will be
wrapped for a donation. Any donations are
Dec 1 -8 welcome and all will go directly to Big Brothers
Big Sisters of Mendocino County to support
Mendocino Art Cen- programs for youth in our community. The
ter’s Art Gallery Exhibitions wrapping paper and supplies will be donated
Mendocino Art Center’s galleries showcase by Franklin Street Merchants and volunteers
Peter Dobbins’ photography exhibit, “North are donating their time for BBBS this year!
Coast Perspectives”; a Wine and Mush- We will be wrapping at Reynolds Mens Wear
room Art Exhibit featuring paintings and fiber (349 N. Franklin Street) from 11am-4pm on
art; and Charles Lobdell’s pencil/pastel art- the following dates: December 4 (5-7:30pm
work in “Nature Abstracts.” 2nd Saturday Art- only); Saturday, December 5; Friday, De-
ists Reception “ART and ABALONE (see sep- cember 11 (5-7:30pm only); Saturday, De-
arate listing): November 14, 5 pm - 8 pm. cember 12; Friday, December 18 (5-7:30pm
707-937-5818 or 800-653-3328 http://www. only); Saturday, December 19; Sunday, De-
Calendar continued on page four...

www.MendocinoCoast.com • chamber@mcn.org • 707.961.6300


Calendar of Events Page 4 • December 2009

cember 20; Monday, December 21; Tuesday, community – Proceeds go to Big Brothers
December 22; Wednesday, December 23; and Big Sisters of Mendocino County . Spon-
Thursday, December 24 (11am-1:30pm only). sored by Ft. Bragg Lions Club. Must be over
Reynolds Mens Wear, 349 N. Franklin Street Em- 21. Call (707) 961-0767 for more informa-
ily at 707-964-1228 or Amberly at 964-5294 tion Fort Bragg Lions Club 707-961-0767

Dec. 4 HOLIDAY FESTIVITIES


Santa will be at the Guest House at 5:00 pm.
Holiday Tree Lighting Bring your little ones for photos, cookies and
Kelley House Tree Lighting with car- cider. At 6:00 pm the community tree will
oling, Santa and refreshments. be lighted outside the Guest House, along
45007 Albion St., Mendocino 707-937-5791 with carolling. Then at 7:00 the Holiday
http://www.kelleyhousemuseum.org Lights Parade will begin The Guest House
Museum Main St Fort Bragg 964-9440
First Friday Author Event
Fort Bragg student poetry reading. Book re- HOLIDAY LIGHTS PARADE
lease party for WORD: Mendocino County Stu- Yes ! This is taking place again this year...
dent Poetry , WHAT THE WORLD HEARS: Cali- thank you Fort Bragg Fire Department. Ap-
fornia Poets in the schools. Co-sponsored by: plication forms will be available at the Fire
Mendocino County Office of Education, Dana Station and The Chamber of Commerce.
Gray PTA, CA Poets in the Schools, California Floats will assemble at the West end of Pine
Arts Council, Arts Council of Mendocino Coun- St. The Parade will go south on Main to Oak
ty, Safe passage. Refreshments will be served. and then North on Franklin back to Pine
345 N. Franklin St Fort Bragg, • 964-5918 Downtown Fort Bragg 961-2831
Dec. 4-5 Dec. 6
College of the Redwoods Choir Holiday Multi-Media Messiah Sing-Along
Concert at Mendocino Presbyterian Chuch, Benefit for Mendocino Presbyterian Church
7pm Historical Preservation Fund. Held in Pres-
ton Hall in mendocino. $7 per person.
Dec. 5 For more information call 888-82-OP-
Festa Das Contas & Christmas party ERA or http://www.operafresca.com
Portuguese Hall Fort Bragg, • 964-4971
Dec. 9, 16, 23, 30
Holiday Gift Boutique Albion River Inn Cabaret
Parents and Friends Inc. are holding a fundrais- Singer/songwriter showcase, every Wednes-
er Holiday Gift Boutique from 10am-2pm. This day evening at 8:30 pm. No cover, no mini-
is an ideal way to find affordable home decora- mum. Full bar and dessert service available.
tions and gifts. Enjoy delicious baked goods for Come early for dinner and stay for the Cabaret
sale to take home. See the children meet Santa! 3790 Highway 1 North, Albion Ca 95410
350 Cypress Street, Fort Bragg, (707) 355-0492 1-800-479-7944 http://www.albionriver-
www.parentsandfriends.org inn.com
10th Annual North Coast Toy Run Dec. 9-11
Join us on Saturday, December 5th 2009 for the
10th Annual North Coast Toy Run! Admission The 21st Annual Mendocino Coast
and dinner: Bring a New Unwrapped Toy for a Candlelight Inn Tour: Keep-
child under 18 (Please - we need some toys for ing the Light On for Our Youth
older children!) Motorcycles depart from Boat- For the 21st year, 15+ inns and lodges
yard Shopping Center in Ft. Bragg at Hwy 20 along the Mendocino Coast will open their
and Hwy 1 at 12:30 - arriving at Ft. Bragg Lions doors from 5-8 pm on December 9-11th
Hall (corner of Redwood and Whipple). Complete for holiday cheer! Proceeds from this event
dinner donated: tri tip from Roundman’s, salad support programs for youth in our com-
& bread from D’Aurelios & Pat’s special beans munity through Big Brothers Big Sisters of
from Harvest Market/Safeway. Coffee donated Mendocino County (BBBS) and the Men-
by Thanksgiving Coffee Company. No-host bar docino Unified School Enrichment Fund
with local North Coast Brewery beer. Enjoy a (MUSE). Tickets are available by calling
Raffle and 50/50; Live Music with Brown Broth- BBBS at 707-964-1228. They may also
ers Band. Benefits programs for youth in our be purchased at the following stores: in
Page 5 • December 2009

Fort Bragg at Harvest Market and Tangents; cafe and dining room go to benefit the
in Mendocino at Out of this World; and at all Mendocino Coast Children’s Fund Winter
participating Inns. For more information vis- Warmth Sleeping Bag and Holiday Toy Proj-
it our webpage at www.mendocinoinntour. ect 45020 Albion Street, Mendocino Vil-
com or call BBBS or e-mail bbbseh@mcn.org. lage 707-937-6111 http://www.mccf.info

MTC Fall Reading Series Presents:”Vincent Dec. 18


in Brixton” Holiday Music played by the Mendocino
by Nicholas wright, directed by Mervin Gilbert Brass Ensemble
Helen Schoeni Theater, Mendocino 937-4477 Please join us as we listen to rousing car-
http://www.mendocinotheatre.org ols as only a brass band can ply them,
browse about the store for books & a last
Special Holiday Story Hours chance to place a special order in time for
Eric Kimmel’s The Chanukkah Guest read Christmas. 345 N. Franklin St 964-5918
by Linda Rosengarten- 6:00pm and Dy-
lan Thomas’s A Child’s Christmas in Dec. 19
Wales read by Steven Worthen-7:00pm
345 N. Franklin St 964-5918 http://www. Mushroom ID Workshop & Walk III
cheshirebooksonline.com MCBG Naturalist Mario Abreu will have speci-
mens and handouts to guide you in understand-
Dec. 12 ing the wild mushroom, and the class will be
followed by a guided walk through the Garden.
2nd Saturday Gallery Openings Mendocino Coast Botanical Garden, 18220 North
Galleries in Mendocino & Little River have re- Highway One http://www.gardenbythesea.org
ceptions for their new shows each month. Enjoy
meeting local artists from 5-7 pm. The Hip Holiday hop
Holiday Pool party benefiting the CV Starr Cen-
Dec. 13 ter with live music, dj’s,food, games, raffles,
Sing-a-long Messiah at Mendocino Presby- circus acts, Santa, swimming and workshops
terian Church for all ages including a hip-hop workshop host-
ed by world renown beatboxer - RadioActive!
Dave Alvin Concert $3 admission. 300 Lincoln St. Fort Bragg CA
Fourth generation Californian Dave Alvin co- 964-2521
founded the L.A. punk band, the Blasters, twen-
ty five years ago. Now known for his “genius for Dec. 25
words,” Dave won the Best Traditional Folk Al- Christmas Dinner and Holiday at The Men-
bum Grammy in 2001 for his album, “Public Do- docino Hotel and Garden Suites
main.” The deep-voiced Americana singer-song- Christmas Dinner at The Mendocino Hotel: Join
writer says, “There are two types of folk music: Our Family this year and leave the Holiday Menu,
quiet folk music and loud folk music. I play both.” Cooking and Fuss in the hands of our Executive
Little River Inn, Abalone Hall 937-5942 Chef, Joe Brown. 937-0511 or Toll Free 1-800-
Dec. 16 548-0513 http://www.mendocinohotel.com
Mendocino Coast Children’s Fund
Mac Callum House Dine Out Dec. 27
ll proceeds from the MacCallum House bar, Caspar’s Fourth Sunday Breakfast
Caspar Community Center, 15051 Caspar Rd
964-4997
North Coast Plumbing, Barbara D. Clark
Heating, & Sheet Metal INC. Broker / Owner

Residential - Commercial
Fort Bragg Realty
Over 150 Years Combined Experience 809 N. Main St.
Fort Bragg, California 95437
161 N. Main St., Fort Bragg, CA 95437 Business (707) 961-1111
Fax (707) 964-3402
(707) 964-2783 ~ (707) 964-4127 Website c21fortbraggrealty.com
www.northcoastplumbing.com E-Mail bclark@mcn.org
Contractors License #375855 Each Office is Independently Owned And Operated Office
2004

www.MendocinoCoast.com • chamber@mcn.org • 707.961.6300


PARENTS&FRIENDS, INC.
The Mission of Parents&Friends, INC. is to provide opportunities for persons with developmental chal-
lenges and similar needs to participate fully in our community.
Parents&Friends, INC. accepts donations of goods and furniture at two locations in Fort Bragg. The
Paul Bunyan Thrift Shop 242 N. McPherson St. and The Furniture Annex at 350 Cypress St. These
donations help support the variety of programs in our organization and are greatly appreciated.
These businesses are also training facilities for our clients, providing them with valuable job skills that
they can apply to all types of working environments.
Through the Job Connection, our Community Employment Program we are able to provide employers
in our area with quality people and free placement. We have individuals and groups available.

For more information about Parents&Friends, INC. visit our Website- www.parentsandfriends.org

Mike Barnes at the Chamber of Commerce, he maintains the lawn, flower boxes and does light exterior
clean-up. This is Parents&Friends, INC. at work in our community!

Programs & Businesses in Support of Community


The Job Connection
a division of Parents&Friends,Inc.
Monica Carnahan
The Job Connection, Manager
Career Development Coordinator
PO. 656, 350 Cypress St.
Fort Bragg, Ca. 95437
Office 707-964-7542 Cell 707-355-2120 Fax 707-964-8536
Email mcarnahan@parentsandfriends.org
Ceatively Serving people With Developmental Disabilities Since 1955
Ribbon Cuttings Sponsored By:

The Mendocino Coast Chamber of Commerce


invites you to attend a Ribbon Cutting at

Campbell Timberland
DATE: Wednesday, December 9, 2009
TIME: 5-7 P.M.
LOCATION: 90 W. Redwood Ave, Fort Bragg

Drinks, Appetizers, cookies and coffee to be


served. Door prizes and raffles will be going on
throughout the evening. Campbell staff will be
on hand to chat and present displays on managing
Hawthorne’s Forests.

Don’t Forget Your Business Cards!

The Mendocino Coast Chamber of Commerce


invites you to attend a Ribbon Cutting at The Mendocino Coast Chamber of Commerce
Mendocino Coast invites you to attend a Ribbon Cutting at

Photographer Guild Prentice Gallery


& Gallery DATE: Saturday, December 12, 2009
TIME: 5-7 P.M.
DATE: Friday, December 11, 2009 LOCATION: 45110 Main St, Mendocino
TIME: 5-7 P.M. RSVP: Lynn @ 937-5205
LOCATION: 45110 Main St, Mendocino Join the Prentice Gallery for a fun evening filled with
great food and refreshments and of course great art!
RSVP: Charlene @ 937-4463 Meet many localartists and a change to check out
Please join Mendocino Coast Photographer Guild our new Mendocino custom frame shop and win one
& Gallery as we celebrate the Grand Opening of of our many fine prizes of the evening.
our gallery at our new location! We will have food
and refreshments and each artist will have small Don’t Forget Your Business Cards!
items for door prizes.
Don’t Forget Your Business Cards!
 
 
 
 
 
 
 
  #1 cheeseburger w/ fries $8.99
 
  #2 cold sandwich w/ soup, $7.99
  salad or fries
 
TW’s
  #3 soup of the day $6.99
  Brown
 
and salad combo
  "#$$ %&'(&) %&'* +,-. / $/01* )&2/ Bag
  Special
 
 
 
 
 
 

 
CALL YOUR TO­GO ORDER IN TODAY! 
(707)964­4761 
                                                                        

 
 
!"#$%&' )** + ,"%&-. /0#1-2%*1.
~INTRODUCING OUR FRIENDS & FAMILY RATE 
TO ALL CHAMBER MEMBERS!!!~ 
NOW JUST $59.99! Per night/plus tax 
Invite Family to Visit During The Holidays! 
Don’t miss out on this amazing offer! Now through March! 
 
 

Reservations: call (707)964‐4761 
 

400 S. Main St. Fort Bragg CA 95437 
Sponsorship Opportunities for the
2010 Mendocino Coast Whale Festivals
MENDOCINO WHALE FESTIVAL: MARCH 6 & 7
FORT BRAGG WHALE FESTIVAL: MARCH 20 & 21

WHALE OF A SPONSOR-$1200:
 Your logo on official Mendocino Whale Festival Wine Tasting Glasses
 Your business logo displayed on:
o Event poster, brochures, and newsletter fliers to promote both festivals
o Signage produced for the events
o Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
 Company logo and name in Chamber newsletter and weekly e-news during February & March
 Includes eight wine glasses with passes to wine tasting at the Mendocino Whale Festival
TROLLEY SPONSOR-$800:
 Signage on the trolley advertises your business name as it travels to various events
 Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
 Company logo and name in Chamber newsletter and weekly e-news during February & March
 Includes four wine glasses with passes for wine tasting at Mendocino Whale Festival, chowder
passes for four at either Fort Bragg or Mendocino Whale Festival, plus Whale Festival tote
GOLD SPONSOR-$800:
 Your business logo displayed on:
o Event poster, brochures, and newsletter fliers to promote both festivals
o Signage produced for the events
o Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
 Company logo and name in Chamber newsletter and weekly e-news during February & March
 Includes four wine glasses with passes for wine tasting at Mendocino Whale Festival, chowder
passes for four at either Fort Bragg or Mendocino Whale Festival, plus Whale Festival tote
SILVER SPONSOR-$500:
 Company name on our event poster and event brochure
 Link to your site from the Chamber Whale Web page (www.MendoWhale.com)
 Company name in Chamber newsletter and weekly e-news during February & March
 Includes four wine glasses with passes for wine tasting at Mendocino Whale Festival

BRONZE SPONSOR-$100:
 Company name on our event poster and event brochure
 Company name in Chamber newsletter and weekly e-news during February & March

Company Name: ________________________ Phone # ________________

Contact: ______________________________ FAX #: ________________

For questions or further information, contact Amy Luce at 707-961-6303 or chamber4@mcn.org. Return
form by FAX at 707-964-2056 or mail to PO Box 1141, Fort Bragg, CA 95437.
Mendocino Coast Clinics’
Ang
ie P
eter
so n 11th Annual

Friday, January 22, 2010


Historic Pentecost Hall
822 Stewart Street, Fort Bragg
4:30, 6:00 & 8:00 PM
Adult-$35 Children under 12/$15

Saturday, January 23, 2010


Big White Tent, Main & Spruce, Fort Bragg
12-3 pm, $75 per person
Raffle Prizes and Silent Auction

Proceeds from this benefit will help Mendocino Coast Clinics


continue to provide quality medical, dental and behavioral health
care services to all coastal residents regardless of their ability to pay.
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Worried about the medical costs of air ambulance transport?
CALSTAR Membership can help!

Join through the


Mendocino Coast Chamber of Commerce

Memberships make a great gift!

Call Membership 1-(888) 207-5433


Or sign up online www.calstar.org
CALSTAR Membership, 4933 Bailey Loop, McClellan, CA 95652
(see reverse side for application)
North Coast Plumbing,
Heating, & Sheet Metal INC.
Residential - Contractors License
#375855 Commercial

Over 150 Years


Combined Experience

161 North Main Street, Fort Bragg, CA 95437


(707) 964-2783 ~ (707) 964-4127

www.northcoastplumbing.com

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