INSIDE - Orlando, Inc.
Transcription
INSIDE - Orlando, Inc.
INSIDE Designing Your Office Law and Order Crime Stoppers w w w. o r l a n d o. o r g FOCUS ON Big Tips for Small Business ¿Se Habla Español? Say ‘hello’ to Central Florida’s fastest growing market. THE COMMUNITY SOURCE FOR SMART BUSINESS M AY 2 0 0 5 volume 8 number 5 EXECUTIVE PUBLISHER — ORLANDO REGIONAL CHAMBER OF COMMERCE PRESIDENT & CEO JACOB V. STUART EXECUTIVE VICE PRESIDENT ROBERT RECKER ADVISORY BOARD SCOTT FAGAN SHELLEY LAUTEN CYNDI MATZICK RUTH MUSTIAN VILMA QUINTANA KRISTINE VORPAGEL SHIELDS LISA WINKELBAUER PUBLISHER — KNIGHT IMAGES INC. PRESIDENT & CEO MICHAEL HINN VICE PRESIDENT — PUBLISHING KEVIN O’NEIL [email protected] EDITOR IN CHIEF TRACEY VELT [email protected] CONTRIBUTING EDITOR JACK ROTH CONTRIBUTING WRITERS RICHARD WESTLUND CREATIVE DIRECTOR MIKE FORISTALL ART DIRECTOR BARBARA GEORGOUDIOU PRODUCTION ARTIST TRICIA HEATH PRODUCTION SUPERVISOR NICK GEORGOUDIOU PRODUCTION MANAGER JEN WONDRELY PUBLICATION COORDINATOR CARRIE BRKICH ADVERTISING DIRECTOR MONIQUE RANDALL ADVERTISING MANAGERS KATRINA RINI JACKIE CANDELARIA FirstMonday is published monthly and prepared by the Orlando Regional Chamber of Commerce and Knight Images. All copyright privileges are reserved by the publisher. Any reproduction in whole or in part without express written consent is strictly prohibited. FirstMonday welcomes articles, story ideas and feedback. However, neither the Orlando Regional Chamber of Commerce nor Knight Images assumes responsibility for the return of unsolicited manuscripts, photographs, negatives or transparencies. FOR INFORMATION, PLEASE CONTACT: KNIGHT IMAGES 130 South Orange Ave Suite 150 Orlando, Florida 32801 Phone 407-206-1011 Fax 407-206-1019 [email protected] ORLANDO REGIONAL CHAMBER OF COMMERCE P.O. Box 1234 Orlando, FL 32802-1234 Phone 407-425-1234 Fax 407-835-2500 [email protected] ADVERTISING INFO Kevin O’Neil,VP Publishing 407-206-1011 [email protected] fm 05.05 4 on the cover: Design Your Office 7 Law and Order 18 Crime Stoppers 16 Big Tips for Small Business 25 CONTENTS 05.05 F E AT U R E S D E PA RTM E N T S 10¿SE HABLA ESPAÑOL? COVER STORY Say ‘hello’ to Central Florida’s fastest growing market. by Richard Westlund COVER 6 7 8 16 30 32 35 38 UPFRONT 25 FOCUS ON | small business TRADE SECRETS REGIONAL WRAP TECH KNOW DESTINATION ISSUES WATCH CHAMBER INSIGHT PARTING SHOTS PHOTO: Ricard0 Aguilar 18 LAW AND ORDER Help your business prosper with this In Part II of this legal feature, we seek out attorney counsel on legal issues and trends that are affecting small and medium-sized businesses. expert advice. by Jack Roth by Jack Roth 22 SALARY WATCH There’s a new minimum wage in effect. We’ll give you the information you need to keep your employees happy on payday. NEWS INDEX American Institute of Architects 9 Fishkind & Associates 10, 13 Arnold Palmer Hospital for Children and Women 8 Florida Department of Education 16 AT&T 9 Banco Popular 12 Florida Travel & Life magazine 8 Florida’s Blood Centers 38 Blakeslee Design 7 Geller, Ragans, James, Oppenheimer & Creel 27 Broad and Cassel 26 Global Insight 30 C.T. Hsu & Associates 9 GrayRobinson 26, 32 Doral Mortgage Corp. 12 Greenberg Traurig P.A. 18 First Commercial Bank of Florida 25 Grupo Bancario Latino 12 Fisher & Phillips LLP 20 GyroTrac 9 Hispanic Chamber of Commerce of Metro Orlando 10, 15 Holland & Knight LLP 19 J.P. Morgan Chase & Co. 9 Morton’s: The Steakhouse 30 Kissimmee Convention & Visitors Bureau 9 One Equity Partners LLC 9 Lockheed Martin 16 LYNX 8 Manpower Inc. 9 Orlando/Orange County Visitors Bureau Inc. 12, 30 Orlando Regional Chamber of Commerce 6, 12, 13, 32, 38 Puerto Rico Chamber of Commerce 6 RE/MAX 8 University of Central Florida 13 University of Florida 8 Reunion Resort & Club 8 Univision Orlando/Telefutura Orlando 12 WDBO-AM 580 8 Orlando Regional Realtor Association 8 Rissman, Weisberg, Barrett, Hurt, Donahue & McLain P.A. 20 Metro Orlando Economic Development Commission 38 Princess Cruises 8 Security Service Federal Credit Union 9 Shands Hospital 8 Publix 10 SunTrust 12 Renaissance Orlando Resort at SeaWorld 30 Mercantile Commercial Bank 26 Progress Energy 9 Stovash, Case & Tingley P.A. 18 Small Business Chamber 25 Workscapes Inc. 7 World Publications 8 Zimmerman, Kiser & Sutcliffe P.A. 18 THE FIRSTMONDAY MISSION FirstMonday gives you positive, credible and compelling stories that focus on the key trends, people, businesses and events that drive Central Florida’s growth and progress.We aim to build a strong, vibrant and diverse community. fm 05.05 5 UPFRONT The first ever Hispanic Summit, which was held in March, stressed the growing strength of the Hispanic community in the region. Photos: Ricard0 Aguilar Minority Report HISPANICS IN THE REGION ARE COMMITTED TO MAKING CENTRAL FLORIDA A BETTER PLACE TO LIVE AND WORK. THE 2005 HISPANIC Summit taught us that & Community Exchange, June 23–26, the growing number of Hispanics who’ve 2005. Along with Honorary Chair and chosen Central Florida as a place to live, Orange County Mayor, Richard T. Crotty, work and raise their families are integral to the delegation will include the team of our region, bringing their life experiences, Hispanic Summit research consultants. their professional expertise and their sense Presentations to “Convencion 2005” of community and hope for the future to participants in Puerto Rico will include the millions of people who already call the same findings unveiled at the recent Central Florida home. Hispanic Summit, including the Regional New research commissioned for, and Economic Impact Study on Hispanics, unveiled at, the Summit reinforces the a Regional Political Poll of Registered commitment of Hispanics in the region, Voters and a Research Paper on Puerto whether they’ve relocated from Puerto Rico Ricans in Central Florida. or immigrated from Cuba, South America “Convencion 2005,” presented by the or many other countries in the Caribbean, Puerto Rico Chamber of Commerce, is the Central America and across the globe. largest business convention of its kind Because the Commonwealth of Puerto held in Puerto Rico and is the annual Rico is a U.S. territory with all the rights and premier business event on the Island. privileges that citizenship provides to its “Convencion 2005 has been designed population, we at the Chamber have special to provide private enterprise and civic appreciation for the ease with which oppor- groups with the best possible resources tunities can be realized in exploring and and tools to help them grow and enhancing business relationships between become stronger, promoting sustainable Central Florida and the Island. socioeconomic growth and a better Building on our first community quality of life for our community,” says exchange trip to Puerto Rico last year to Leonardo Cordero, president of the Puerto participate in “Convencion 2004,” we will Rico Chamber of Commerce. “We’re once again lead a 100-member delegation dedicated to protecting the interest of the to participate in the Puerto Rico Business business community and advancing the The growing number of Hispanics who’ve chosen Central Florida as a place to live, work and raise their families are integral to our region. changes necessary to achieve economic prosperity,” he adds. The Puerto Rico Business & Community Exchange will allow local leaders the opportunity to interact face to face with their counterparts from Puerto Rico and from across the Americas. We’ve learned that Florida is Puerto Rico’s number-one trading partner, ranking as the largest consumer of Puerto Rico’s exports, and the number-one destination of all Florida’s exports, with Puerto Ricans consuming more than $3.9 billion in goods annually. Most important, more than 500,000 Puerto Ricans have made Central Florida their home. It’s only natural, then, that we should maximize this invaluable resource right here in our midst. Whether or not you’re able to A 100-member delegation to participate in the Puerto Rico Business & Community Exchange, June 23–26, 2005. It is the largest business convention of its kind held in Puerto Rico and is the annual premier business event on the Island. participate in the Puerto Rico Business & Community Exchange, you’ll want to pay special attention to this effort and the progress that will be made on behalf of your business and all of Central Florida. The rewards that will be realized as a result of the unique partnerships created by the Exchange will surely benefit our region for many years to come. I, for one, am enthusiastic about the possibilities that lie ahead! Jacob V. Stuart President Orlando Regional Chamber of Commerce Visit www.orlando.org for details. fm 05.05 6 TRADE SECRETS Tips for Functional Office Design 6 READY TO DESIGN YOUR OFFICE? BUILDING NEW SPACE? IT’S ESSENTIAL YOU PLAN BEFORE YOU LEAP. “WHETHER YOU’RE GOING into new space or renovating your existing space, it’s important to plan,” says Elizabeth Dvorak, president of 1 Workscapes Inc. in Orlando, a full-service office furniture and space-planning dealership. “You have to have some goals to help you figure out how to get where you need to go,” she says. “Planning and good communication help you design a good business flow, and that leads to better productivity.” That’s why she finds it 2 imperative that any company’s first step be to find a professional and really think out what its goals are — how it wants to use its space. She and Rob Blakeslee, president of Blakeslee 3 Design, an architectural interior and design firm in Orlando, offer these tips: 4 SET YOUR BUDGET Your first step, before even hiring a professional to help you design the office, is to develop a realistic budget, says Dvorak. “Have a budget and stick to it. A good dealership can help you manage that budget because they know the ins and outs of saving space and finding affordable, functional furniture,” she says. 5 CONSIDER LIGHTING “Think about real amenities and not the ones we tend to associate with high-end offices [such as decorative finishes],” says Blakeslee. “For instance, a window and natural light trumps just about anything, including a private office.” Would you rather work in a shared space with a window or a closed private office with no natural light? “Most would pick the shared space with the window. Productivity counts, and good lighting makes all the difference,” says Blakeslee. 6 HAVE A SEAT “I’ve often told clients that I could work off a door and two sawhorses as long as I have a good chair,” says Blakeslee. “In the 8- to 10-hour a day, a good chair makes a big difference. Just ask anyone with a bad back. A good chair can reduce time away from work [for back issues] and therefore have an effect on the bottom line of a company,” he says. HIRE AN ARCHITECT Finding an architect that sees your vision is vital. Interview several prospects and choose the one who best fits your corporate culture. ENGAGE DESIGNERS EARLY “Find a full-service team who can lead you through the process to pick up where the architect ends, ” says Dvorak. “But, even while working with the architect, it’s important that we [furniture/ space planners] have communication from the earliest stages. We can take an inventory of existing equipment and help you plan so you can use your budget where it counts,” she says. ENGAGE THE EMPLOYEES “It’s always a good idea to get employee buy-in early on,” according to Dvorak. “Tell them [employees] why you’re remodeling, what their gain is and get them energized about the space,” she says. “Roll out an employee campaign by presenting a package that looks attractive and gets employees excited.” Providing a place to avoid distraction is the best assurance of productivity. Good thinking space that allows people to work without interruption is a real asset. Many studies show good business starts with good design. Any company’s first step should be to find a professional and really think out what its goals are. Elizabeth Dvorak (top) and Rob Blakeslee fm 05.05 7 REGIONAL WRAP FROM BREVARD COUNTY TO VOLUSIA COUNTY, BUSINESSES ARE THRIVING. HERE’S A SEVEN COUNTY VIEW OF WHAT’S GOING ON IN THE REGION. BREVARD 쑺 Ship ahoy! The new 116,000-ton Crown Princess will call at Port Canaveral next summer when Princess Cruises begins new service from New York to the Caribbean. Passengers who embark in New York for the round-trip Caribbean voyages will spend a day in Brevard county bringing visitors and a boost to local retail businesses. GIVE US THE SCOOP Sign a multi-million dollar deal? Develop a technology that makes doing business easier? We want to know! FirstMonday is looking for details about what local businesses are doing for [and with] the business community. We want to hear about your partnerships, new technology, community awareness and more. To submit your information, please e-mail editor-in-chief Tracey Velt at [email protected]. We look forward to hearing from you. fm 05.05 8 LAKE 쑺 More than 230 households, primarily from South Lake County, gathered for a public information meeting regarding the Minneola Ridge Area Traffic Study. The study proposes two alternative plans for future transportation needs. One plan includes a new Florida Turnpike interchange near North Grassy Lake Road. The other does not. ORANGE 쑺 Get on the bus, Gus. LYNX had a recordsetting January 2005 providing more than 2 million trips. That’s an increase of 7.5 percent over January 2004 and marks the fourth consecutive record month. 쑺 Support your local Realtors. That’s the message of the Orlando Regional REALTOR Association’s 2005 multi-media campaign that includes television commercials, a billboard campaign and special event sponsorships to complement the radio and print components already in place. 쑺 If you’re in the market for a miracle, check out the fully furnished RE/MAX Miracle Home. Children at Arnold Palmer Hospital for Children and Women and Shands Hospital at the University of Florida helped designed this European-inspired house on Tom Watson’s Independence Signature Golf Course in Reunion Resort & Club. When sold, all net proceeds of this $1.2 million-dollar home benefit the Children’s Miracle Network. 쑺 The first affluent lifestyle magazine devoted to the Sunshine State debuted this spring. Florida Travel & Life, published by Winter Park-based World Publications, hopes to be the definitive guide to remarkable luxury living in Florida for residents and visitors. 쑺 WDBO AM 580 received the prestigious Radio and Records 2005 News Talk Radio Station of the Year. WDBO went up against all radio stations in the country (markets 26+) and came out number one. In addition, WDBO’s morning man Jim Turner won a 2004 REGIONAL WRAP 1 2 Marconi Award for Best Radio Personality of the Year. Turner has been on the air with WDBO for over 30 years. 쑺 C.T. Hsu, founder and president of C.T. Hsu & Associates, has received the 2005 Nils M. Schweizer Community Service Award from the American Institute of Architects, Orlando Chapter. Additionally, Nathan Butler, a senior associate and project manager with the firm, received the chapter’s Young Architects Forum award. OSCEOLA 쑺 The Kissimmee Convention & Visitors Bureau’s new $5.5 million “Make More Dreams Come True” advertising campaign looks at the popular Florida travel destination through the eyes of a child. 3 POLK 쑺 Manpower Inc.’s success in advancing women has been applauded by the National Association for Female Executives (NAFE), which recently named the company to its 2005 list of Top 30 Companies for Executive Women. Some 20 percent of the Manpower Inc. Board of Directors is female. SEMINOLE 쑺 AT&T won a $1.8 million contract to provide AT&T Toll-Free Services to Security Service Federal Credit Union, the 10th largest credit union in the nation with assets of over $3.5 billion. The three-year agreement renews and expands a longstanding relationship between the two companies. From left: 1. LYNX ridership keeps growing. 2. It’s not just a home — it’s a miracle. 3. Television commercial goes straight to the heart. 쑺 Progress Energy and subsidiaries of One Equity Partners LLC (OEP), a private equity affiliate of J.P. Morgan Chase & Co., recently closed on the sale of Progress Rail Services Corp. Proceeds from the $405 million sale will be used to reduce overall corporate debt. VOLUSIA 쑺 Ormond Beach and Volusia County firefighters helped reduce the risk of wildfires west of the Northbrook neighborhood by using a new GyroTrac brush cutter to mow about 35 acres of underbrush. The GyroTrac cuts a six-foot swath through Saw Palmetto and other tough-to-cut underbrush that fuels wildfires. fm 05.05 9 FEATURE With a purchasing power of some $6.9 billion, the Central Florida Hispanic market is flourishing. BY RICHARD WESTLUND ¿Se Habla Español? TO SERVE CENTRAL Florida’s fast-growing Hispanic market, Publix is converting two of its 850 stores into Hispanic “Publix Sabor” supermarkets. The stores, in Kissimmee and Hialeah, will feature an entire private-label Hispanic food line. Along with offering Latino specialties like pan cubano (Cuban bread), tres leches (a milky dessert), black beans and mojo sauce, the Publix Sabor will be staffed with bilingual employees and have signage in both English and Spanish. “We’re tailoring our stores to meet the needs of Hispanic customers because we want to make sure we’re serving our customers as best as we can,” says Publix spokesman Dwaine Stevens. Like other Central Florida businesses, Publix is reaching out to the Hispanic market, which now constitutes more than 500,000 people in the Orange, Osceola, Seminole and Lake County region — roughly 20 percent of the region’s total fm 05.05 10 population. Of course, the population numbers are only part of the story. A recent study of the Hispanic communities in Lake, Orange, Osceola and Seminole counties indicates the Hispanic community’s overall purchasing power has reached $6.9 billion and is expected to climb to $8.2 billion by 2007. In addition, Hispanics tend to shop more frequently and spend more money than non-Hispanic households, according “Hispanic Communities of Central Florida: Economic Contributions to the Region,” a study done by Fishkind & Associates Inc. and commissioned by the Orlando Regional Chamber of Commerce. Hispanics’ buying power skyrocketed 160 percent between 1990 and 2001, to $542 billion, according to the Food Marketing Institute. “A lot of Anglo businesses want to tap the Hispanic market,” says Jose Estorino, volunteer chairman, Hispanic Chamber of Commerce of Metro Orlando, which has more than 900 members. “With an economic impact of more than $11 billion (this represents total contribution, not just purchasing power), Hispanics [in Central Florida] are a huge purchasing machine,” he adds. The Hispanic Chamber recently hosted a Hispanic Business and Consumer Expo, 쑺 FEATURE At a Glance THE HISPANIC COMMUNITY HAS BECOME A MAJOR CONTRIBUTOR TO THE OVERALL WELL BEING OF THE REGIONAL ECONOMY. 쑺 Between 1990 and 2000 the percentage of Floridians of Hispanic origin increased by 4.62 percent from 12.17 to 16.79 percent of the population. Within Central Florida, the concentration increased almost twice as fast (8.5 percent) from 8 percent in 1990 to 16.5 percent by 2000. 쑺 Since the 2000 census the percentage of the Central Florida population of Hispanic origins has increased an additional 3.33 percent, reaching almost 20 percent of the total population. 쑺 The distribution of the Central Florida Hispanic population by place of origin has remained relatively stable since 1990 and is expected to remain stable. 쑺 There’s been a shift in proportions of the regional Hispanic population of Cuban decent. The Cuban population of Central Florida is expected to continue to increase, although the distribution has shifted from 10 percent of the Hispanic population in 1990 to 6 percent in 2004. 쑺 The purchasing power of the Hispanic community is strong and will remain strong as the population ages and skill sets are acquired by non-U.S. originating in-migration. 쑺 Job skills for those Hispanics migrating from within the United States remain strong and are expected to remain so. 쑺 Overall the Hispanic community contributes more than $11 billion, supporting an additional 32 thousand regional jobs. 쑺 Hispanic contributions are expected to “In Central Florida, 83 percent of the Hispanic population speaks Spanish... You have to address the Central Florida Hispanic consumer in Spanish to reach it effectively.” — Antonio Guernica, Univision Orlando/Telefutura Orlando 12 position themselves in the regional market, the area banking system is experiencing shifts in competitive strategy to capture the growing Hispanic market. Since the middle ’90s Central Florida has seen the entrance of Doral Mortgage Corporation, Puerto Rico’s largest mortgage banking company. Similarly, Banco Popular, Puerto Rico’s largest bank entered the market around the same time. Even the major U.S. banks are catering directly to the Hispanic community of Central Florida. SunTrust, in the mid-to-late ’90s, set up Grupo Bancario Latino to cater directly to the local Hispanic communities. SOURCE: FISHKIND & ASSOCIATES INC. rise by almost 20 percent to $13.4 billion by 2007. The associated employment growth is expected to reach 19.5 percent with an additional 6,000 regional jobs supported. which drew more than 10,000 attendees to the Orlando/Orange County Convention Center. “We want to educate Anglos and create opportunities for Hispanic businesses to market and promote their products,” adds Estorino, who’s senior vice president of marketing at the Orlando/Orange County Convention & Visitors Bureau. In early March, the Orlando Regional Chamber of Commerce organized its 2005 Hispanic Summit, a two-day series of workshops and exhibits designed to facilitate communications fm 05.05 쑺 In addition to influencing the way retailers and build mutually profitable relationships with the Hispanic community. An exceptional array of speakers participated in the Hispanic Summit, according to Chamber President Jacob V. Stuart. “They discussed topics ranging from philanthropy and civic participation, media, economic opportunities between Puerto Rico and Central Florida to topics such as free trade agreements and the business community’s commitment to diversity and entrepreneurship.” Today, Orlando-area service, retail, distribution and real estate companies are exploring how to attract more Hispanic customers. “Look at entering the Hispanic market as a business decision,” says Antonio J. Guernica, vice president/general manager, Univision Orlando/Telefutura Orlando in Altamonte Springs. A very important business decision and one your company will have a hard time saying “no” given the impact the Hispanic community has on Central Florida. Guernica says it’s vital for you to get familiar with the Hispanic market. Here’s why. FEATURE A DEMOGRAPHIC CLOSE-UP Back in 1990, Hispanics made up just 12 percent of Central Florida’s population. Today that figure is 20 percent and climbing quickly, according to a recent study by Fishkind & Associates for the Orlando Regional Chamber of Commerce. That includes 213,879 Hispanics in Orange, 73,304 in Osceola, 49,585 in Seminole and 15,689 in Lake County. “Our estimates show that the fastest-growth Hispanic community resides in Osceola County,” says Hank Fishkind, president of the Orlando consulting firm. And unlike Miami-Dade County, where a majority of Hispanic residents are foreign-born, roughly two-thirds of Central Florida’s Hispanics moved here from elsewhere in the United States, including Puerto Rico. Unlike those in other parts of the country, Central Florida’s Hispanic base is highly diverse, according to Luis MartínezFernández, director of the Program in Latin American, Caribbean and Latino Studies at the University of Central Florida. “Although we share a common heritage of Spanish language and culture, it’s important to recognize that there’s a wide range of educational and income levels,” he says. Fishkind’s study also indicates that Central Florida’s Hispanic population consists of four culturally distinct segments: Hispanic-owned businesses make up 25 percent of the certified businesses in Orange County, according to the Hispanic Business Initiative Fund of Greater Orlando. PUERTO RICANS | This is the largest cultural group, constituting a majority of the Hispanic population in three of the four Central Florida counties. It’s also the fastest-growing subgroup. MEXICANS | On average, the Mexican residents are younger than those in the other Hispanic groups, and they have the largest households and the lowest per capita incomes. They’re concentrated in agricultural regions. CUBANS | The Cuban community is primarily working-age families with the highest personal incomes among Hispanics in the region. 쑺 fm 05.05 13 FEATURE SOUTH AMERICANS | These are Colombians, Venezuelans, Argentines and Chileans who bring their own national cultures to the region. These groups typically have smaller households than other Hispanics. “With changing migration patterns, Central Florida has been experiencing a shift in the Hispanic community,” adds Fishkind. “This shift is essentially creating homogeneous pockets within each county, while the region as a whole becoming more diverse. But the purchasing power of the Hispanic community is strong and will remain strong.” In general, Central Florida’s Hispanic families are younger and larger than the region’s "non-Hispanic families. “They spend more on groceries and basic consumer goods than do non-Hispanics [with comparable incomes],” says MartínezFernández. “That’s why the Publix Sabor is a great approach. Hispanics are more brand loyal and prefer a more personal style or approach. They tend to do things as a family, including shopping and dining out.” PROMISING BUSINESS STRATEGIES One of the best ways to attract more Hispanic customers, says Guernica, is to advertise in Spanish-language publications and on Spanish-language radio and television shows. “You’ll effectively reach an audience through Spanish media that you’re not reaching otherwise,” he says. “Hispanics do use English media, but many are most comfortable using Spanish.” Guernica says to “look at Hispanic consumption of your product or service. Do Latinos index higher or lower in using your service, your product or your brand? That will determine the size of the opportunity,” he says. Where do you find that information? “Univision and most other Spanish media [in addition to advertising agencies] often serve as sources for this type of information,” says Guernica. “In Central Florida, 83 percent of the Hispanic population speaks Spanish according to the U.S. Census. This is key. The language spoken at home is the language of comfort, the language of emotion and the language of persuasion, which is the ultimate aim of advertising. You have to Hispanic Economic Impact Projections: Earnings LAKE COUNTY Cuban Mexican Puerto Rican South American Other $1,749,726 $19,770,710 $13,825,454 $1,425,709 $8,305,614 $1,822,411 $20,914,719 $15,112,117 $1,441,824 $9,150,767 $1,870,771 $21,796,113 $16,236,056 $1,437,855 $9,899,456 Total Growth $45,077,214 — $48,441,837 7.46% $51,240,252 5.78% ORANGE COUNTY Cuban Mexican Puerto Rican South American Other $40,385,337 $67,557,782 $328,749,321 $41,643,788 $152,882,026 $42,173,318 $71,967,902 $349,507,574 $43,134,122 $171,181,791 $43,457,978 $75,614,947 $366,521,917 $44,094,042 $188,152,890 Total Growth $631,218,254 — $677,964,706 7.41% $717,841,773 5.88% Cuban $7,207,465 Mexican $11,962,533 Puerto Rican $112,478,028 South American $11,875,179 Other $55,448,366 $7,521,734 $12,607,609 $119,758,455 $12,438,748 $61,808,089 $7,776,561 $13,158,581 $126,212,970 $12,906,025 $67,962,810 Total Growth $214,134,635 7.62% $228,016,948 6.48% $14,555,775 $16,175,115 $88,354,640 $13,452,474 $56,121,000 $15,035,025 $16,885,618 $92,055,893 $13,503,552 $61,717,520 $188,659,004 7.39% $199,197,608 5.59% OSCEOLA COUNTY $198,971,571 — SEMINOLE COUNTY Cuban $13,874,055 Mexican $15,246,930 Puerto Rican $83,456,835 South American $13,192,130 Other $49,911,245 Total Growth $175,681,195 — SOURCE: FISHKIND & ASSOCIATES, INC. ¿Supo Usted? Sometimes a simple translation is enough to open up a new market. The New England Confectionery Company (Necco) found that out when it introduced Spanish versions of their famous Sweethearts candy. Originally available in Florida, coincidentally where Necco purchases its sugar supply, the Hispanic versions were a big hit in Latino communities. In 2002, the translated versions of the candies were rolled out for a nationwide audience. Necco executives think opening up this new market will help grow the popularity of the seasonal candy. And with more than eight billion of the hearts produced between January 1 and February 14 of every year, growth is a sweet subject. fm 05.05 14 FEATURE address the Central Florida Hispanic consumer in Spanish to reach it effectively,” he says. That’s why he says,“Using the Spanish media is the key. You’re addressing an audience that the English media does not. Commercials in Spanish are 61 percent more effective at increasing awareness than commercials in English even among bilingual Hispanics and four and half times more persuasive than commercials in English, according to research conducted by the Roslow Research Group,” says Guernica. “In Central Florida, Univision and Telefutura are the only two full-power television stations. Telemundo and TV Azteca have low power television stations. La Nueva Mega 98.1 and Rumba 100.3 are the only FM commercial radio stations with Spanish formats. There are at least five AM Spanish radio stations, targeting various audience segments with talk, tropical music and Mexican regional formats,” he says.“El Nuevo Dia is the only Spanish daily newspaper, publishing Monday through Friday. La Prensa is the oldest weekly with El Sentinel, the Orlando Sentinel’s Spanish weekly, providing the strongest competition,” says Guernica. For business-to-business services, Guernica advises working with a consultant or associate who’s familiar with the Hispanic market. “You need to get good advice in an area that’s probably outside your expertise,” he says. “Find someone with a good track record who can guide your efforts.” Hiring bilingual employees — or giving Spanish lessons to current employees — can be an effective way to build your “Hiring bilingual employees — or giving Spanish lessons to current employees — can be an effective way to build your Hispanic business.” — Jose Estorino, Hispanic Chamber of Commerce of Metro Orlando (continued on page 34) fm 05.05 15 TECH KNOW Crime Stoppers CENTRAL FLORIDA IS ON THE LEADING EDGE OF CRIME-STOPPING TECHNOLOGY. WITH THE DEVELOPMENT of sophisticated processed annually, including insurance manner,” Reynolds says. “What we’ve done is to crime-stopping projects, Orlando is emerging industry workers who also must pass a provide a neutral, independent environment as a key player in the fast-growing field of fingerprint screening. where agencies can come to find answers to security technology. While the initial focus is Another technology advance with broad their questions.” assisting law-enforcement agencies, two major potential applications for Central Florida Noting that an effective data-sharing projects could have significant implications for businesses is the nation’s first successful network might have helped prevent the Central Florida employers as well. statewide law-enforcement data-sharing Sept. 11, 2001 terrorist attacks, Florida state network developed at the University of Rep. Frank Attkisson and state Sen. Mike Central Florida (UCF). Haridopolos have sponsored state funding to One example is an automated fingerprint system and biometric program developed by Lockheed Martin Simulation, Training & Today, more than 80 agencies from Miami expand the UCF network throughout the state. Support. The system is already in use by the to Jacksonville are sharing data through the “We will connect all 355 state and local police Florida Department of Education to speed the Florida Integrated Network for Data Exchange agencies in the nation’s fourth-largest state process of checking job applicants. Rather than and Retrieval (FINDER). With FINDER, each at a fraction of the cost,” said Attkisson in a waiting for months to hear back from state law enforcement agency can control the data recent Orlando Sentinel article. “A public-safety agencies and the FBI, prospective teachers, posted to the UCF system. The data is available and homeland-security problem that has administrators, custodians and other school only to authorized law enforcement officials. persisted for decades has been solved in our employees can get a response in 24 to 48 hours. Lockheed Martin, which recently transferred Since its launch in 2004, FINDER has resulted in the arrests of armed robbers, the program to its Transportation and Security burglars, home invaders, sex offenders and Solutions business unit in Rockville, Md., thieves trafficking in stolen property, according designed the system based on an application to Michael Reynolds, UCF professor of criminal originally developed for the FBI. The company justice. “It’s been difficult for Florida police estimates that 250,000 applicants will be agencies to share information in a timely state, and can be cost effectively applied to other states and federal agencies.” When it comes to technology, Central Florida is pulling out all the stops to make the United States a safer place. Reynolds believes that private businesses in Central Florida may also benefit from the UCF data-sharing experience in planning for natural disasters or a potential terrorist attack. “Companies like Disney and Universal Studios, as well as hospitals, schools and transportation providers may need to share information,” Reynolds says. “For instance, if there’s a problem in downtown Orlando, you wouldn’t want tourists or school buses entering the area. Sharing data in an environment that facilitates trust is vital, and the model we’ve designed will work in the private sector as well as law enforcement.” fm 05.05 16 FEATURE | legal In Part II of this legal “UNFORTUNATELY, THE THREAT of lawsuits feature, we seek out has become part of the daily lives of businesses,” Act, Age Discrimination in Employment Act says Bob Stovash, of Stovash, Case & Tingley PA. and Americans with Disabilities Act are just “For a smaller business, it’s difficult to protect a few of the laws that touch upon issues yourself from the many disputes that can arise, such as age, disability, harassment, wages, but you can be prepared.” retaliation, family medical leave, employee attorney counsel on legal issues and trends that are affecting small and medium-sized businesses. Being prepared means knowing the big Law and Order WHAT THE EXPERTS HAVE TO SAY ABOUT CURRENT LEGAL ISSUES. By Jack Roth The Fair Labor Standards Act, Equal Pay benefits, affirmative action, safety and picture and hiring legal counsel before a unemployment. Very small businesses that problem comes up — especially when it don’t meet employee thresholds are exempt involves contracts. According to Stovash, from many of these issues, but when small you should always have a lawyer involved in businesses grow and cross these thresholds, contract development up front to help you they need to be in compliance with a plethora limit liability and damages throughout the of laws they are often unfamiliar with. contract-negotiation process. “This won’t nec- According to the U.S. Department of essarily keep you out of litigation, but it will Labor, as high as 70 percent of employers help you navigate those waters if you have may not be in compliance with the Fair Labor to,” he says. “The problem is that businesses, Standards Act alone. Penalties are steep, and especially the smaller ones, don’t like to pay liabilities include compensation, back wages for attorneys up front, but [end up] spending and liquidated damages (not to mention [the money they’ve saved] down the road.” attorneys’ costs and fees). Stovash also recommends that business owners seek counsel when securing bank loans, and when they’re buying or leasing property. WHAT CAN EMPLOYERS DO? Truesdell recommends you be proactive and Don’t attempt to negotiate these operating make sure employees are properly classified. chores on your own, he adds.So how does a Call the Department of Labor if you have ques- business owner go about securing legal counsel? tions about salary classifications, or ask a labor “There are many things to consider, not the law firm to conduct an audit to try and correct least of which is comfort level,” says Stovash. any violations. A little bit of counseling can head “Attorneys can be retained on an hourly basis off a lot of trouble down the road. Take steps or on a fixed-fee basis, and business owners ahead of time to ensure you’re in compliance. should be up front with inquiring about budget concerns, but first you need to be comfortable with the person who will represent you.” Once a comfort level is established, open STATE CORPORATE LAW Many small-business owners have an identity crisis. They form companies to protect communication must follow. “Many business themselves, which is prudent, but then they owners have a hard time picking up the phone run their businesses like little fiefdoms. You and asking their attorney questions, which is need to treat your small company like it’s a big what they’re [the attorneys are] being paid company and follow corporate law, according for,” he says. “Communication should be open to Jeff Bahnsen, of Greenberg Traurig P.A. If and reasonable. You need to have counsel who you don’t, creditors can say that you’re not you know, like and trust because you will run a “company” at all, and you can be open to into a legal issue someday.” personal liability if a lawsuit arises. Here are some other tips. Being incorporated requires that you hold annual meetings and come up with COMPLIANCE — THE BIG PICTURE In recent years, medium-sized businesses fm 05.05 18 official board resolutions. The problem with smaller companies is that they don’t have a have been bombarded with laws that require need to use corporate documents, so they compliance at every turn. A well-intended don’t know what to do. Congress thought it was important to regulate How do you avoid personal liability in certain matters in order to protect workers. As the event of a lawsuit? Even if the company a result, for smaller businesses that don’t have is composed of one or two shareholders, make corporate legal staffs, it has become difficult to an effort to have a written consent signed in meet all of these new requirements, according lieu of an annual meeting saying that the to Al Truesdell of Zimmerman, Kiser & Sutcliffe, “board” talked about company issues. The P.A. Collectively, these new laws have become a consent form can be entitled “Action by huge burden to many employers who just can’t Written Consent of the Board of Directors keep up with them. and Shareholders in Lieu of Annual Meeting,” You need to treat your small company like it’s a big company and follow corporate law. JEFF BAHNSEN, GREENBERG TRAURIG P.A. From left: Robert Stovash, Al Truesdell and Jeff Bahnsen followed by actions taken (resolutions) in accordance with Sections 607.0821 and 607.0704 of the Florida Business Corporation Act. “Unanimous Written Consent” forms can summarize specific resolutions adopted during the course of the year, all of which should be signed by all board members (whether it’s one person or more). Seek legal counsel to go over what needs to be done, and remember that it’s never too late to comply with state corporate law. It’s easy to catch up and put a compliance plan in place moving forward. By doing so, you protect yourself as an individual against any litigation that may arise in the future. HARASSMENT AND DISCRIMINATION In Florida, there’s no legal requirement that a company’s supervisors and managers be trained in how to deal with workplace issues such as harassment and discrimination. However, courts are increasingly examining workplace policies and procedures to determine if the employer acted reasonably in undertaking measures to prevent and correct discrimination in a good-faith effort to comply with discrimination laws, according to Stephen Ball, of Holland & Knight LLP. An important part of the courts’ focus is on the question of whether employers educated their employees regarding corporate antidiscrimination, antiharassment and antiretaliation policies. As such, every employer should prepare, implement and disseminate comprehensive policies, in particular, policies fm 05.05 19 FEATURE | legal against discrimination in any form, including harassment and retaliation, says Ball. It’s not enough to simply have a policy; it must be deemed Steven Ball (left) and Timothy Bench “effective.” For example, the courts have ruled that one requirement of an effective antiharassment policy includes supervisory and employee training regarding harassment against all groups protected by law, says Ball. Employers who provide training to their employees and document these training efforts increase their chances of avoiding potential liability, including punitive damages, with evidence of the measures taken to prevent and correct discrimination. Managers need training on how to monitor the workplace for prohibited conduct; how to handle discrimination and harassment complaints; and how to properly document workplace issues, including informal employee counseling sessions, formal performance evaluations and progressive discipline. With increased judicial scrutiny, it’s more important than ever for companies to invest in training their employees as evidence that the employer exercised reasonable care in good faith to prevent any discriminatory or retaliatory conduct. Such evidence is vital to avoid potential liability and defend against both discrimination and retaliation claims. THE MADRID PROTOCOL Any business wishing to market a product or service can benefit from the use of a trademark or service mark. However, these benefits can be reduced or eliminated if a competitor begins using a mark that is the same or confusingly similar in an overlapping geographic market. As a result, it’s imperative that you use a trademark or service mark and take advantage of the protections of available means of registration, according to Timothy N. Bench, of Rissman, Weisberg, Barrett, Hurt, Donahue & McLain P.A. The many benefits of registration include prevention of the use of the same or confusingly similar marks by competitors, or a source of legal relief fm 05.05 20 if a registered mark is infringed upon, as well as providing the owner of the registered mark with an intangible business asset that can be more valuable to a business buyer than the owner’s physical assets. As the Internet becomes an increasingly ubiquitous forum for businesses to market their products and services, access to markets outside the protection of state and federal registration laws is available to small and medium-sized businesses. Businesses desiring to expand into markets outside the United States need to take steps to ensure that their trademarks and service marks are protected not only here, but also under the laws of the other countries where they plan to do business. Prior to Nov. 2, 2003, U.S. businesses desiring to protect trademarks and service marks abroad were forced to incur substantial expenditures of money and time to register their marks separately in each individual country in which they sought protection, says Bench. However, effective Nov. 2, 2003, the United States officially subscribed to the Madrid System of International Registration of Marks, which had become effective on April 1, 1996. Roughly 64 nations currently subscribe to the Madrid Protocol, which is an international treaty designed to allow for international registration of marks through one central means of application. The Protocol allows a U.S. business applying for protection with the U.S. Patent and Trademark Office, or already owning a mark registered in the United States, to file a single application to secure international registration in the other countries subscribing to the Protocol. Whether you’re a newly formed small business or a business that has grown, it’s vital to educate yourself on legal issues. FEATURE | workforce Salary Watch THERE’S A NEW MINIMUM WAGE IN EFFECT.WE’LL GIVE YOU THE INFORMATION YOU NEED TO KEEP YOUR EMPLOYEES HAPPY ON PAYDAY. IF YOU HAVEN’T done it already, of employees in entry-level positions, it’s vital that you audit employees’ according to Anthony Hall, Carlos salaries and their employment Burruezo and Jeffrey Jones, attorneys status. On May 2, 2005, Florida’s with Fisher & Phillips LLP. “With newly enacted minimum wage the new wage-hour regulations went into effect, according to that went into effect on Aug. 23, Workforce Central Florida. 2004, some employees may need Under the new law, the state a pay raise to maintain their minimum wage starts at $6.15 per exempt status,” he says. Executive, hour for all hours worked in Florida, administrative, professional, and will now be indexed to inflation computer employee and the new each year. For employees meeting “highly compensated” employee eligibility requirements for the tip exemptions all require a minimum credit under the Fair Labor Standards salary payment. Act, employers may count tips For years, the minimum salary actually received as wages toward payment for the traditional “white satisfaction of the minimum wage, collar” exemptions was $250 per but the employer may not pay less workweek. The new minimum is than $3.13 per hour in direct wages. $455 per workweek (alternatively, $910 biweekly, $985.83 semimonthly MINIMUM WAGE FACTS or $1,971.66 monthly), says Hall. Employees who are not paid the minimum wage after May 2, 2005, may bring a civil action in a court of 1. What is Florida’s minimum wage? Effective May 2, 2005, Florida’s minimum wage is $6.15 per hour. Employers must pay employees a wage of at least $6.15 per hour for all hours worked in Florida. 2. When will the minimum wage be raised? Pursuant to the language of the constitutional amendment creating Florida’s minimum wage, the Agency for Workforce Innovation (AWI) is to perform an annual calculation to establish a new minimum wage each year based upon changes in the consumer price index. AWI will perform this calculation on September 30 each year, with the new minimum wage becoming effective the following January 1. At particular risk for being in competent jurisdiction against the violation are employers who pay employer or any person violating employees a low salary plus a Florida’s minimum wage law. commission or other bonus amount. Any increase in the minimum QUESTIONS & ANSWERS WHAT YOU NEED TO KNOW An employer may believe that these wage (currently $5.15 under federal employees are compensated well law, $6.15 in Florida) triggers a review above the $455-per-workweek Florida’s Minimum Wage 3. To whom does the minimum wage apply? The definitions of “employer,”“employee,” and “wage” with respect to Florida’s minimum wage law are those established under the federal Fair Labor Standards Act (FLSA). In essence, Florida’s minimum wage law applies to anyone covered by the Federal minimum wage law. 4. Where can I get information about the minimum wage law? FLSA information and compliance assistance about the minimum wage can be found at http://www.dol.gov/dol/ compliance/comp-flsa.htm. This is the federal minimum wage Web site; however, the information at this site about the minimum wage will apply to Florida’s minimum wage, except the actual amount of the minimum wage will be different since Florida’s minimum wage is higher. 5. If I receive tips as a part of my job, can my employer pay me less than the minimum wage? Yes, if a tipped employee meets the eligibility requirements for the tip credit under the FLSA, then the employer may count tips actually received as wages, but beginning on May 2, 2005, the employer must pay not less than $3.13 per hour in direct wages. As the minimum wage increases each year, the direct wage paid to tipped employees will also increase.) 6. What if I’m not getting paid the minimum wage? The Wage and Hour Division of the U.S. Department of Labor is responsible for enforcing the minimum wage. Employees who are not paid the minimum wage may bring a civil action in a court of competent jurisdiction against the employer or any person violating Florida’s minimum wage law. For additional information, visit our WageHour Web site at www.wagehour.dol.gov, or call the Wage-Hour toll-free information and helpline, available 8 a.m. to 5 p.m. at 1-866-4USWAGE (1-866-487-9243). SOURCE: AGENCY FOR WORKFORCE INNOVATION workforce | FEATURE threshold, but the actual test of whether an employee qualifies for the exemption is whether he or she already receives at least $455 per work week “on a salary basis.” Employees who are not paid the minimum wage after May 2, 2005, may bring a civil action in a court against the employer or any person violating Florida’s minimum wage law. Unless there’s an appropriate guarantee, commission and bonus payments are not considered salary, so an employer may not take credit for those payments in determining whether the $455 threshold has been met. The employee becomes nonexempt in any workweek in which the minimum salary payment is not met. Nonexempt employees must keep a record of hours worked, and they are entitled to an overtime premium in any week in which they work more than 40 hours, among other requirements, says Hall. “Obviously, loss of exempt status can be costly to an employer,” he says. The Fair Labor Standards Act should be the guide regarding the construction of Florida’s constitutional amendment creating the minimum wage. Fair Labor Standards information and compliance assistance can be found at www.dol.gov/dol/ compliance/ comp-flsa. Florida now joins 13 other states that have state minimum wages that are higher than the federal minimum wage. fm 05.05 23 small business | FOCUS ON AS A SMALL-business owner, it) and traffic issues (employees you need to know a little bit and sales reps can’t get around about everything — finance, town) top the list, but many accounting, technology, real other challenges exist. estate, labor issues and marketing — in order to Here are some tips from local experts. successfully run your business. Unfortunately, you don’t have the resources or the time to SMALL-BUSINESS LENDING Often, says Rowe, be expert on all these issues. small-business owners are However, professional advice is good technicians but not good out there for the entrepreneur business managers. These are determined to have his or her two very different skill sets, business succeed. and making the transition from Alan Rowe, president and one to the other can be difficult. CEO of First Commercial Bank This perception makes it hard of Florida, knows firsthand for small-business owners to about these challenges. In fact, secure loans. his bank was created for the “For the small-business purpose of servicing small to owner, credit is critical, as is Big Tips for Small Business HERE’S SOME EXPERT ADVICE THAT CAN HELP YOUR BUSINESS PROSPER. by Jack Roth medium-sized businesses, and management expertise,” says these businesses represent 80 Rowe. “Every case is unique, percent of the bank’s business. but all small businesses have Rowe also happens to be challenges when it comes to the Small Business Chamber financing. They need capital Board chair, which bestows to grow, but they don’t have upon him the responsibility the collateral or management of being the voice for small experience to make the loan business in Central Florida. “The happen.” small-business voice tends to be His advice: “Unless you have fragmented,” he says. “We listen reasonably decent financial to the needs of local business wherewithal, it’s very difficult owners and represent their to get a loan as a new business. needs when it comes to local Having said that, once your and state business legislation.” business is up and running In talking to small-business for a couple of years and you board members, Rowe finds that think you’ll need a loan down important issues often are those the road, go to a small busi- that have small, hidden costs. ness–friendly bank and set up Health insurance (can’t provide a small line of credit with them 쑺 Professional advice is out there for the entrepreneur determined to have his or her business succeed. fm 05.05 25 FOCUS ON | small business From left: Alan Rowe, Nicolette Vilmos and Janet Rapp “Grow and establish your business first before you buy commercial property.” CHRIS HURN MERCANTILE COMMERCIAL BANK now. Don’t wait until you need a loan desperately. Show the bank that you can plan properly; this will technology and technology litigation, and business go a long way in securing a loan when you need it.” owners need to be aware of electronic issues such as e-mail marketing, software copyrighting and COMMERCIAL REAL ESTATE There’s a current trend that suggests Americans The CAN-SPAM Act of 2003 is an example of litigation enacted as a result of technology issues. People want to own their own property, business, The title of the bill is an acronym that stands etc. But when do small-business owners buy for “Controlling the Assault of Non-Solicited instead of lease commercial real estate? Pornography and Marketing,” and it covers Chris Hurn, president and CEO of Mercantile commercial e-mail messages. The law bans, Commercial Bank and Small Business Chamber among other things, deceptive e-mail subject board member, says that many new business lines and prohibits false or misleading header owners want to buy property because of the information. According to Bill Robinson, of the GrayRobinson have the capital.” According to Hurn, the fact that law firm in Orlando, the act has many require- you can rent retail space fairly easily when you are ments and includes civil and criminal penalties just starting out is a big advantage to new business that can destroy a small business overnight. “The owners, and renting enables you to build more law applies not only to your business if you send equity. The advantages of owning are obvious and out commercial e-mail, but also to third-party include receiving tax breaks, not paying a landlord, affiliates who sell on your behalf,” he says. “You and enjoying asset appreciation. can be prosecuted if those affiliates violate the law.” His advice: “Grow and establish your business first before you buy commercial property and accumulate debt by taking out a loan to do it. Hang on to your capital and use it for research, marketing and other growth needs. When your business cycle is right (three to five years), you’ll have the capital to buy property without getting in over your head.” TECHNOLOGY According to Nicolette Corso Vilmos, an associate with the Broad and Cassel law firm in Orlando, technology plays a bigger role in society today, and many new laws are being enacted to address technology issues. This, she says, can be disconcerting for small-business owners who don’t have large staffs to attend to these concerns. “Businesses are experiencing these issues for the first time, and it’s hard to get a grasp on them,” she says. “What’s true today might not be true tomorrow.” 26 electronic signatures on contracts. are more cognizant than ever about ownership. favorable real estate climate, “but they just don’t fm 05.05 The trend in Central Florida is toward growth of His advice: 쑺 Evaluate your e-mail policy and your advertising methods. 쑺 Make sure you have an opt-out policy that is effective. CAN-SPAM requires companies to stop sending e-mail to anyone who asks to be removed from a mailing list. E-mails must have a working “reply” address or an unsubscribe system that functions for at least 30 days after a mass e-mailing has been sent. 쑺 Make sure any e-mail list you’ve developed, rented or bought is legal. You can be held responsible if you contract with an e-mail service to use a list that isn’t permission based. 쑺 Monitor your affiliates’ e-mailings. If you discover that someone promoting your product is sending spam, it’s critical that you report it to the Federal Trade Commission or prevent the e-mails from being sent. small business | FOCUS ON TAXES AND ACCOUNTING The type of business entity you become will affect your taxes. If you want to incorporate, and accounting practices, as well as on administrative and organization practices.” Here is some tax-specific information for how do you know which type of business each entity description: entity best fits your needs? 쑺 Sole Proprietorship — Net profit is computed on Schedule C and is reported as income on the owner’s Form 1040. According to Janet Rapp, a tax partner with accounting firm Geller, Ragans, James, Oppenheimer & Creel, all types of entities apply to small businesses. Sole proprietorships, partnerships, C corporations, S corporations and limited liability companies all have different advantages and disadvantages from a tax standpoint. Her advice: “As the owner of a company, you need to ask yourself, ‘What are my goals?’ Become the type of entity that allows you to achieve those goals. Meet with a financial advisor, accountant and attorney before you make a decision to set up your business as a specific type of entity. And once you make that decision, be sure you’re advised properly on bookkeeping 쑺 Partnership — Income and expenses flow through to the partners. Income is taxed to the partner whether or not it’s actually distributed. Pass-through items retain the same character in the hands of the partner as they had in the hands of the partnership. 쑺 C Corporation — Pays tax on its profits. When the owners (shareholders) take profits from the corporation, the distributions take the form of taxable dividends (double taxation). Personal service organizations are taxed at a higher rate. Classifying your business correctly can save you bundles at tax time. 쑺 Limited Liability Company — Taxed as a partnership. Income and expenses flow through to members. Businesses, both small and medium-sized, can benefit from having experts giving them the advice they need to maintain profitability. Be sure you work with professionals who can give you tax, legal, marketing and other advice. 쑺 S Corporation — Taxed in the same manner as a partnership. Income and expenses flow through to shareholders. fm 05.05 27 DESTINATION Hurricanes? What Hurricanes? A RECENT VISITATION FORECAST SHOWS A STEADY INCREASE IN VISITORS TO THE CENTRAL FLORIDA REGION. AFTER MONTHS OF concern over says Paul Kiley, director of sales convention visitors to Central Florida, and marketing for the Renaissance Patricia Hale, catering sales manager Orlando Resort at SeaWorld. “Most of Morton’s: The Steakhouse in the Dr. of us [businesses] are in agreement. Phillips area can breathe a sigh of [At press time,] we’re just finishing relief. “We walked into January up the second week of an incredibly [cautiously], but ended up having busy Easter break. This is our first our best month ever,” says Hale. And big leisure window. It still remains business has been going gangbusters to be seen what happens, but ever since. During the season (Oct. 1 we’re expecting it to be a great through May 15), Morton’s gets about year — provided we don’t have an 70 percent of its business from the early-season hurricane,” says Kiley, convention market. who says some 75 percent of their “With the building of the new Morton’s: The Steakhouse had record-breaking sales in January 2005 due to convention visitors. business during the season comes convention center, and in light from the Northeast corridor of the of last year’s hurricanes, it was a United States. During the summer, record-breaking month for not just he says that the drive market us but for many other [Central pulls heavily. “Some concern has Florida] businesses,” she says. dissipated, and we’re cautiously Hale’s not the only one breathing easier. Last year’s disasters haven’t Last year’s disasters haven’t seem to put a damper on out of state visitors and convention go-ers. “It’s been a great year all around,” how the 2004 hurricanes would affect optimistic,” says Kiley. Visitation to Orlando continues seemed to put a damper on to increase at a steady pace, out-of-state visitors and convention pushing the number of visitors to go-ers, according to a recent study 50.9 million by the end of 2005, commissioned by the Orlando/Orange according to the newly updated County Convention & Visitors Bureau, destination forecast. Here are Inc.® (Orlando CVB) from its research some trends: vendor, Global Insight, Inc. Millions METRO ORLANDO VISITATION SOURCE : ORLANDO/ORANGE COUNTY CONVENTION & VISITORS BUREAU fm 05.05 30 DESTINATION 쑺 Combined domestic and international arrivals are expected to increase 5.9 percent in 2005 to 50.9 million visitors, 4.3 percent in 2006 to 53.1 million visitors and another 4.1 percent to 55.2 million visitors in 2007. 쑺 Overnight convention/group meeting travel is expected to increase 8.9 percent in 2005 to 4.0 million travelers, 7 percent in 2006 to 4.2 million and another 4.6 percent in 2007 to reach 4.4 million. 쑺 Room night demand is forecasted to grow 7.2 percent in 2005, building on 2004’s remarkable 16.9 percent increase. With little growth in hotel room supply anticipated for 2005, higher room night demand is forecasted to boost occupancy levels to 75.5 percent in 2005. 쑺 International visitation is expected to increase 7.5 percent in 2005 to 2.8 million visitors and 6.5 percent in 2006 to 2.9 million visitors. However, at the forecasted level of 3.1 million in 2007, international arrivals will still be well below the 2000 peak of 3.7 million visitors. 쑺 Arrivals from the United Kingdom (U.K.) are expected to lead the increase in international visitors to Orlando, with U.K. visitors expected to increase 9.5 percent in 2005 to approximately 1.1 million visitors. Currency exchange rates should benefit international arrivals as the weak dollar makes U.S. travel more affordable for visitors from the United Kingdom and the Eurozone. 쑺 Orlando will also see growth from its other top international markets. Arrivals from Orlando’s second largest international market — Canada — are expected to grow 5.9 percent in 2005 to 608,000 visitors, an additional 4.9 percent to 638,000 in 2006 and 4.8 percent to 669,000 visitors in 2007. Arrivals from Germany are expected to grow 11.9 percent in 2005 to 110,000 visitors and an additional 10.7 percent in 2006 to 121,000 visitors. Renaissance Orlando Resort at SeaWorld is expecting it to be a great year for out-of-state visitors. fm 05.05 31 ISSUES WATCH Regional Leaders Forge Lasting Relationships THIS YEAR’S GRAYROBINSON TALLAHASSEE “FLY-IN” HELPED CENTRAL FLORIDA LEADERS GET THE WORD OUT ON LOCAL ISSUES. WITHIN A SPAN of only 24 hours, Lieutenant new legislative working relationships being Governor Toni Jennings and Secretary of State forged between the Senate and House and Glenda Hood, along with Chief Financial prospects for passage of the Florida ‘Business Officer Tom Gallagher and Attorney General Agenda’ were bright,” says Ketchum. Charlie Crist and 21 of the state’s legislators appeared in the capital before our region’s business and community leaders during the Chamber of Commerce’s 2005 GrayRobinson Photos: Ricard0 Aguilar Tallahassee Community Fly-In. The goal: On hand for this year’s GrayRobinson Tallahassee Community Fly-In, Secretary of State Glenda Hood says Florida is back from the destruction of last year’s hurricanes. fm 05.05 32 To discuss the region’s top issues for this legislative session. The speakers made several things clear during this event, according to Mike Ketchum, vice president of public policy for the Orlando Regional Chamber of Commerce. “Florida is back from the ravages of four devastating hurricanes, optimism was in the air over the Here are some highlights: 쑺 Reforms. Honorary Fly-In Chairman Rep. David Simmons (R-Altamonte Springs) spoke out about several of the session’s most important and controversial issues — ballot reform and tort reform as well as implementation of the three constitutional amendments concerning medical liability that voters approved in 2004. 쑺 Growth management. A recurring topic throughout the Fly-In was growth management, with Senate President Pro Tempore Charlie Clary (R-Destin) naming it a top priority for the Senate GOP majority and House Growth Management Committee Chair Rep. ISSUES WATCH Central Florida business people gathered in Tallahassee to talk about issues vital to the region. Randy Johnson with Ray Gilley (left) and Larry Katz, Laura Guitar and Craig Polejes. Randy Johnson (R-Celebration) calling the process “broken.” 쑺 Fiscal fitness. Florida’s fiscal picture was the focus during the joint appearance of Senate Ways and Means Committee Chair Sen. Lisa Carlton (R-Sarasota) and House Finance and Tax Committee Chair Rep. Fred Brummer (R-Apopka). Carlton exuded confidence over state revenue short term but was concerned about future years. She urged her fellow legislators to do better planning to avoid possible future deficits. Brummer stated the Legislature must do a better job of managing nonrecurring revenue and predicted Sen. Lee’s long-range financial plan will be approved. He added that the sales tax holiday remains a revenue success and vowed to “put an end to the intangibles tax.” 쑺 Regional efforts. Several members of the regional legislative delegation are clearly in the forefront of efforts to improve education and diversify our region’s economy, says Ketchum. House Colleges and Universities Committee Chair Rep. David Mealor (R-Lake Mary) observed that while the University of Central Florida “is the engine that moves our region,” he was concerned about the outlook for higher education funding due to the impact of the class size amendment. His colleague, House Community Colleges and Workforce Committee Member Rep. John Quinones (R-Kissimmee), discussed his work to encourage an educated, bilingual workforce to make the high-tech corridor on S.R. 417 a reality. Senate Public Utilities Committee Chair Sen. Lee Constantine (R-Altamonte Springs) indicated he has made a priority of business tax incentives for the development of the new hydrogen technology and is working on some major changes at the Public Service Commission. 쑺 Tourism. On hand to discuss tourism, our region’s economic engine, was House Tourism Committee Chair Rep. Nancy Detert (R-Venice) and her committee colleague Rep. Sheri McInvale (D-Orlando). Detert was upbeat about the industry, and to further sustain its recovery following the hurricanes, she urged tourism industry incentives and visitors’ insurance programs. Diversifying our tourist-based economy was also on her mind as she touted promotion of the film industry. For more information on the Fly-In, visit www.orlando.org. fm 05.05 33 FEATURE (continued from page 15) Hispanic business, says Estorino. So can posting bilingual signs like “Se habla español” (“Spanish spoken here).” “You need staff who are able to communicate to Hispanics and literature that [Hispanic] people would read,” Estorino says. “Even if Hispanics are comfortable using English, taking this step shows that you’re interested in catering to their needs.” Yet even more than dealing with the language, a successful business must focus on building personal relationships with Hispanic customers, adds Estorino. “Hispanics tend to be very loyal,” he says. “If you can build that element of trust, you may have a customer for life.” Critical Mass HISPANIC POPULATIONS: Year 2004 Cuban Mexican Puerto Rican South American Other Total LAKE 738 7,004 4,342 572 3,031 15,689 ORANGE 13,825 24,155 104,885 16,665 54,348 213,879 OSCEOLA 2,753 4,498 42,662 5,469 17,921 73,304 SEMINOLE 3,948 4,455 22,348 4,554 14,280 49,585 HISPANIC POPULATIONS: Percentage Growth from 2000 to 2004 A NEW MAINSTREAM In the next decade, Hispanics will no longer be perceived as a niche market, but as part of the mainstream, predicts Martínez-Fernández. “The mainstream in the nation, and in Central Florida, has become perceptibly more Hispanic in the last decade.” He sees a blending that allows the region’s Hispanics to retain many of their values, beliefs and cultural practices, while adopting elements of Anglo culture as well. “A new mainstream is with us,” he says,“and the region will benefit enormously when the old, so-called mainstream and the recent waves of immigrants recognize one another’s existence, learn to respect and appreciate their respective cultural contributions, and begin to work together toward a better future for all.” fm 05.05 34 Cuban Mexican Puerto Rican South American Other Total LAKE 15.7 24.2 45.8 2.4 52.0 32.9 ORANGE 11.8 22.3 21.1 8.0 58.8 27.0 OSCEOLA 26.4 32.3 38.8 28.6 76.3 44.5 SEMINOLE 9.4 15.1 14.0 -2.9 59.5 21.7 SOURCES:(A) SMITH AND RAYER 2004, POPULATION BY AGE, SEX, RACE, AND HISPANIC ORIGIN FOR FLORIDA AND ITS COUNTIES, 2003 – 2030. FLORIDA POPULATION STUDIES 37: NUMBER 3 BULLETIN NO. 139. (B) FISHKIND & ASSOCIATES INC. news | CHAMBER INSIGHT Los “florirricans” ARTÍCULO PUBLICADO EN EL PERIÓDICO EL NUEVO DÍA, EDICIONES DE PUERTO RICO Y ORLANDO. SU AUTOR, EL DR. JORGE DUANY, ES DIRECTOR DEL DEPARTAMENTO DE SOCIOLOGÍA Y ANTROPOLOGÍA DE LA UNVIVERSIDAD DE PUERTO RICO E INVESTIGADOR DEL ESTUDIO DE LOS PUERTORRIQUEÑOS EN LA FLORIDA CENTRAL, UNO DE LOS TRES ESTUDIOS ORIGINALES DEVELADOS EN LA PRIMERA CUMBRE HISPANA, CELEBRADA EN ORLANDO RECIENTEMENTE. ANTES TODO EL mundo parecía irse para los niuyores; ahora Orlando parece ser la Meca boricua. El primer movimiento conocido de puertorriqueños a Florida consistió en un puñado de propietarios agrícolas que se mudaron al área de Miami en la década de 1940. Varias familias prominentes, como los Serrallés, Roig, Ramírez de Arellano, García Méndez y Ferré, compraron grandes extensiones de terreno en la región de los Everglades, al sur del Lago Okeechobee. Después importaron personal técnico de la Isla, incluyendo ingenieros, mecánicos y electricistas, para trabajar en la Central Fellsmore, la primera refinería azucarera de El desplazamiento a gran escala de puertorriqueños a Florida se inició con el programa de obreros agrícolas, patrocinado por la División de Migración del Departamento del Trabajo de Puerto Rico. contabilizó 6,796 residentes de origen puertorriqueño en el condado de Orange, que comprende a la ciudad de Orlando. El éxodo boricua hacia la Florida central, tanto desde la Isla como desde otras partes del continente norteamericano, cobró auge a mediados de los ochenta. Para entonces, habían surgido pequeños enclaves puertorriqueños en varios condados como Volusia, Orange y Osceola, especialmente en Kissimmee. Posteriormente, miles de boricuas se mudaron a nuevas comunidades suburbanas como Meadow Woods, Buenaventura Lakes y Oak Ridge. Durante los años noventa, Orange y Osceola se convirtieron en los principales destinos de capital puertorriqueño en Florida. En 1947, los migrantes puertorriqueños, superando el Miami Herald elogió la contribución boricua al progreso económico de esa en las fincas del norte y regresaban al sur a El Bronx, Hartford y otras localidades ciudad, destacando a varios millonarios durante el invierno. Para los años cincuenta, urbanas del nordeste. retirados, empresarios, médicos, dentistas, el grueso de los puertorriqueños en Florida educadores y artistas. pertenecía a la clase trabajadora. El desplazamiento a gran escala de La emigración hacia el centro del estado se Actualmente, con más de 161,000 residentes puertorriqueños, Orlando es la cuarta área metropolitana más puertorriqueños a Florida se inició con intensificó a finales de la década de 1960, grande para los boricuas en el continente el programa de obreros agrícolas, cuando cientos de residentes de la Isla norteamericano, después de centros patrocinado por la División de Migración del adquirieron propiedades en la ciudad de establecidos de la diáspora como la ciudad Departamento del Trabajo de Puerto Rico. Deltona, en el condado de Volusia. En 1971, de Nueva York, Filadelfia y Chicago. De Entre los años cuarenta y sesenta, la apertura del primer parque de diversiones seguir la tendencia actual de crecimiento, numerosas empresas agroindustriales de Walt Disney en Orlando aumentó la para el año 2010 Orlando podría albergar contrataron a miles de trabajadores especulación de bienes raíces, y muchos a más de 200,000 ‘florirricans’, esa puertorriqueños en Estados Unidos, puertorriqueños de clase media compraron nueva especie híbrida en busca del sueño primordialmente en el nordeste. Cientos de casas en la región. Según informes americano y puertorriqueño de una mejor éstos se establecieron en el sur de Florida, periodísticos, esta oleada de inmigrantes calidad de vida. especialmente en los condados de Dade, estaba dominada inicialmente por personas Broward y West Palm Beach. La mayoría retiradas que añoraban un estilo de vida más era empleados temporalmente recogiendo tranquilo y seguro en la Florida central que en vegetales, tales como papas, habichuelas, la Isla. Más tarde, el flujo migratorio se amplió aguacates, maíz, tomates y lechuga. Durante a otras comunidades boricuas de Nueva York, el verano, muchos viajaban para laborar Nueva Jersey e Illinois. Para 1980, el censo fm 05.05 35 CHAMBER INSIGHT | event calendar May 05 19 Business@Breakfast & New Member Orientation Crucial Conversations 17–19 2005 Baker & Hostetler LLP 5 Leadership Orlando Class 65 Smart, Quality Growth and Economic Leadership 7:30 a.m.–5 p.m. Contact Rebecca Cone at (407) 835-2487 or [email protected] 11 Leadership Orlando Class 66 Quality of Life (Arts, Heritage, Entertainment) Washington, D.C. Regional “Fly In” Washington, D.C. Join the region’s top business and community leaders as they journey to our nation’s capital for the Orlando Regional Chamber of Commerce annual Washington, D.C. Regional Fly-In hosted by Baker & Hostetler LLP. Don’t miss the 2005 “Fly-In” — always one of the region’s most important political events. For registration information and a complete agenda listing special guests and all “Fly In” activities, visit www.orlando.org. Contact Kristine Vorpagel Shields at 407.835.2531 or [email protected] Host Sponsor: Baker & Hostetler LLP 7:30–9:30 a.m. The Ballroom at Church Street 225 Garland Avenue, Orlando Crucial Conversations…Influence Without Force — Are You Getting What You Want, featuring guest speaker Simon Lia. Problem plagued organizations often share the same root cause: Perplexed employees who aren’t sure how to bring up touchy, controversial or complex issues and resolve them. Simon Lia will provide some tips to help you learn to share information safely, get ideas and feelings out in the open and maintain high levels of respect, without causing resentment. Lia is a master licensed facilitator of the “Crucial Conversations” material. He’s been an independent consultant, creating and training various materials and facilitating workshops for nearly 20 years. He’s served as the director for marketing and public relations for VitalSmarts. $15 Prepaid, $20 Individual day of the event New Member Orientation to immediately follow. Contact Lisa Dishman at 407.835.2451 or [email protected] 7:30 a.m.–5 p.m. Contact Rebecca Cone at (407) 835-2487 or [email protected] Sponsor: AmSouth Bank Listening to Leaders 25 Servant Leadership Board of Governors Executive Board Meeting 7:30–9 a.m. Orlando Museum of Art 2416 North Mills Avenue, Orlando Servant Leadership, featuring Sanford C. Shugart, Ph.D., President, Valencia Community College, aligns an individual’s skills with his or her natural character, encourages a more productive workplace and creates a sense of commitment and worth in leaders, workers and customers. Shugart will share how the servant leadership skills of sacrifice, engagement and persuasion are more likely to “get the job done” in your workplace or community organization than the more traditional avenues of compliance and competition. $15 in advance; $20 at the door. The event is free to all paid members of Leadership Alumni Association. Contact FeLisa Kirk at 407.835.2523 or [email protected] Sponsors: Bank of America, Florida’s Blood Centers, Inc., Holland & Knight LLP, IFREC Real Estate Schools, Inc., Orlando Regional Healthcare, OUC – The Reliable One, and PBS&J 8:00–9:30 a.m. Orlando Regional Chamber of Commerce 75 South Ivanhoe Boulevard, Orlando Contact Lisa Winkelbauer at 407.835.2448 or [email protected] 18 So Social Networking Happy Hour 5:30–9:30 p.m. The Westin Grand Bohemian 325 South Orange Avenue, Orlando (corner of Orange and Jackson) Contact Scott Bender at 407.260.5200 or [email protected] Sponsor: Workforce Central Florida SAVE THE DATE! For details, visit the Web site, or watch for next month’s issue of FM. JUNE 23–26 2005 Puerto Rico Business & Community Exchange Wyndham El Conquistador Resort & Spa Las Croabas, Puerto Rico Contact Vilma Quintana at 407.835.2520 or [email protected] For registration information and the complete agenda, visit www.orlando.org. fm 05.05 36 new members | CHAMBER INSIGHT “Get a Life” Coaching Gen Wave Publix Super Markets, Inc. 537 Fox Hunt Circle Longwood, FL 32750 Ms. Taryn Stevenson 838A North John Young Parkway Kissimmee, FL 34741 Mr. Timothy Perez 1921 South Alafaya Trail Orlando, FL 32828 Ms. Linda MacCartney Consultants Web Design and Development Groceries (Retail/Wholesale) ALG Enterprises, Inc. 711 Arnold Street Altamonte Springs, FL 32701 Ms. Allyson L. Grand Accountants (Agencies/Consultants) Girls and Boys Town of Central Florida 37 Alafaya Woods Boulevard Oviedo, FL 32765 Ms. Mary-Kate O’Leary Publix Super Markets, Inc. 2300 South Chickasaw Trail Orlando, FL 32825 Mr. Richard Koller Groceries (Retail/Wholesale) Organizations (Non-Profit) Publix Super Markets, Inc. Allstate Insurance & Financial Services 4901 Vineland Road Suite 240 Orlando, FL 32811 Ms. Mariam Williams Financial (Consultants/ Planners/Services), Insurance Hazard Finders 3956 Town Center Boulevard Suite 437 Orlando, FL 32837 Ms. Lynn Dale Environmental (Products/ Services/Consultants) Interface Financial Group Armstrong Relocation 2490 Principal Row Suite 100 Orlando, FL 32837 Mr. Thomas Hinkley 7512 Dr. Phillips Boulevard Suite 266 Orlando, FL 32819 Mr. Dario Marcovigi Financial Provider Moving and Storage Liquid Bread Beacon Capital Solutions 4575 South Texas Avenue Suite 306 Orlando, FL 32839 Ms. Hilda Matos Financial (Consultants/ Planners/Services) Business Advisory Group, LLC 4700 Millenia Boulevard Suite 175 Orlando, FL 32839 Mr. Terry Socall Business/Performance Improvement Consultants Canteen Refreshment Services 855 Sunshine Lane Altamonte Springs, FL 32714 Ms. Leoa Dillon Coffee Carvel Ice Cream 4104 Millenia Boulevard Orlando, FL 32839 Mr. Bill Westrom 1301 Atlanta Avenue Orlando, FL 32801 Mr. John Cheek Brewery Miller Legg 631 South Orlando Avenue Suite 200 Winter Park, FL 32789 Ms. Kelly Eger Engineering Services Mongoose Art 822 West Central Boulevard Orlando, FL 32805 Ms. Beverly Durham Art (Galleries/Distributors) Navigation Business Solutions LLC 958 Orange Avenue Suite D Winter Park, FL 32789 Mr. Roy R. Watson Business Management (Leadership Consultants) 2435 South Hiawassee Road Orlando, FL 32835 Mr. Mark Witt Groceries (Retail/Wholesale) Publix Super Markets, Inc. 8863 West Colonial Drive Ocoee, FL 34761 Ms. Lori McMahon Groceries (Retail/Wholesale) Publix Super Markets, Inc. 11955 East Colonial Drive Orlando, FL 32826 Mr. Ryan Beauchamp R. Russell Properties 660 Palm Springs Drive Suite C Altamonte Springs, FL 32701 Mr. Rob Russell Steve Datkuliak/ Northwestern Mutual 2682 West Fairbanks Avenue Winter Park, FL 32789 Mr. Steve Datkuliak Financial (Consultants/ Planners/Services) Real Estate (Agents/Brokers/ Managers/Property Management/Rentals) 812 West New Hampshire Street Orlando, FL 32804 Carolyn Reis, APR 4205 South Semoran Boulevard Apt. 3 Orlando, FL 32822 Mr. Ralph Cousins Marketing Individuals 14248 Squirrel Run Orlando, FL 32828 Ms. Laura Schultz 1222 Audubon Place Orlando, FL 32804 Mr. Robert A. Brewer Office Furniture Real Estate (Agents/ Brokers/Managers) 904 East New Haven Avenue Melbourne, FL 32901 Mr. Barry Remor Sharon R. Zack, LMT Licensed Massage Therapist, MA 43428 117 Hidden Oak Drive Longwood, FL 32779 Ms. Sharon Zack Individuals Computer (Consultants) Travelodge 409 North Magnolia Avenue Orlando, FL 32801 Mr. Scott Renken 1171 Stationside Drive Oakland, FL 34787 Ms. Kimberly Backovsky Computer (Rental/Leasing) Hotels, Motels and Resorts Trizen Systems, Inc. 120 International Parkway Suite 220 Heathrow, FL 32746 Mr. Edward Zaremba 659 West Juniata Street Clermont, FL 34711 Ms. Gabriele Bourguignon Computer (Software Development) Dentists Groceries (Retail/Wholesale) U.S. Lawns of S.E. Orlando Starbase Dental Publix Super Markets, Inc. 13750 West Colonial Drive Winter Garden, FL 34787 Ms. Terri Brown P.O. Box 720036 Orlando, FL 32872 Ms. Jessica Subh 1768 Park Center Drive Suite 230 Orlando, FL 32835 Ms. Gabriele Bourguignon Lawn Maintenance Dentists Groceries (Retail/Wholesale) UBS Financial Services Sterling Crest Apartments Publix Super Markets, Inc. 2600 Maguire Road Ocoee, FL 34761 Mr. Jay Thompson 845 North Garland Avenue Suite 100 Orlando, FL 32801 Mr. Arthur Vito Chiropractors Starbase Dental 16825 East Colonial Drive Orlando, FL 32820 Mr. Donnie Richardson Vienna Chiropractic Associates, P.A. The Network Support Company Groceries (Retail/Wholesale) Publix Super Markets, Inc. 258 Southhall Lane Suite 330 Maitland, FL 32751 Mr. Mark Clifton Superior Contract Interiors, Inc. Rob Brewer, P.A. SimplyExhibits, LLC 1720 East Silver Star Road Ocoee, FL 34761 Ms. Ira Calloway US LEC Telephone Companies Groceries (Retail/Wholesale) Publix Super Markets, Inc. 311 Altamonte Commerce Boulevard Suite 1602 Altamonte Springs, FL 32714 Mr. Brian Bill Liquidators Strategic Corporate Communications Ralph Cousins United Auction Brokers of Orlando Inc. 1935 South Kirkman Road Orlando, FL 32811 Ms. Lisandra Aninipot Apartments 200 South Orange Avenue Suite 2000 Orlando, FL 32801 Mr. Norman Pellegrini Financial (Consultants/Planners/Services) Groceries (Retail/Wholesale) Ice Cream and Frozen Desserts Wachovia Bank, N.A. 800 North Magnolia Avenue Suite 900 Orlando, FL 32803 Mr. Marshall E. Vermillion Banks Walker Lamp & Shades, Inc. 190 Ronald Reagan Boulevard Suite 116 Longwood, FL 32750 Ms. Arleen Calas Lighting and Wiring (Products/Equipment) Workforce Central Florida 1097 Sand Pond Road Lake Mary, FL 32746 Mr. Gary J. Earl Associations/Organizations Yum Yum Asia Cafè 851 South State Road 434 Suite 120 Altamonte Springs, FL 32714 Mr. Steve Kuo Restaurants ZeroChaos 111 North Orange Avenue Suite 1400 Orlando, FL 32801 Mr. Doug A. Goin Employee Leasing Park To Fly, Inc. CISCO Corporate Cleaning Services Company 3215 Eagle Watch Drive Kissimmee, FL 34746 Mr. Julio Correia Janitorial and Cleaning (Services) Cold Stone Creamery 1718 West Sand Lake Road Suite D-108 Orlando, FL 32819 Mr. Bob Stevens 7855 North Frontage Road Orlando, FL 32812 Ms. Shant· Bowen 5265 South John Young Parkway Orlando, FL 32839 Mr. Dave Maynard Parking Stations and Garages Groceries (Retail/Wholesale) Performance Achievement Systems, Inc. 940 Spanish Cay Drive Merritt Island, FL 32952 James A. DeSena, CSP Gifts Entrepreneur’s Source 9510 Bear Lake Road Apopka, FL 32703 Mr. Jeff Rufenacht Coaching (Business) Gawlik Graphiks & Media 228 South Courtenay Parkway Suite 7 Merritt Island, FL 32952 Mr. Brian Crews 3972 Town Center Boulevard Orlando, FL 32837 Mr. Del Cragin Groceries (Retail/Wholesale) Publix Super Markets, Inc. Publix Super Markets, Inc. 4104 Millenia Boulevard Suite 101 Orlando, FL 32839 Ms. Lisa Rosencrans Publix Super Markets, Inc. Speakers, Seminars and Presentations Ice Cream and Frozen Desserts Edible Arrangements — Orlando Publix Super Markets, Inc. 7640 West Sand Lake Road Orlando, FL 32819 Mr. Steve Hungerford 1501 Meeting Place Orlando, FL 32814 Mr. Chad Wilson welcome March’s new members. Find April’s new members in the next issue. Groceries (Retail/Wholesale) Groceries (Retail/Wholesale) Pulte Homes Publix Super Markets, Inc. 3400 Avalon Park East Boulevard Orlando, FL 32828 Mr. Del Cragin Groceries (Retail/Wholesale) Publix Super Markets, Inc. 4901 Vineland Road Suite 500 Orlando, FL 32811 Mr. Bill Tew Contractors (Building/General) R. Russell Properties 10615 Narcoossee Road Orlando, FL 32835 Mr. Johnny Hughes 660 Palm Springs Drive Suite C Altamonte Springs, FL 32701 Mr. Rob Russell Groceries (Retail/Wholesale) Real Estate Regional Board of Advisors Chamber Trustees Small Business Chamber Graphic Design/Illustrators fm 05.05 37 PARTING SHOTS 쑺쑺 ANNE CHINODA President and CEO, Florida’s Blood Centers Loving Life AT THE HEART OF THE COMMUNITY IS FLORIDA’S BLOOD CENTERS. WHEN FOUR HURRICANES swept through the region last year, Anne Chinoda worked overtime ensuring that Florida’s Blood Centers met the needs of the community. Even with the storms months past, Chinoda, president and CEO, is still working overtime. “Last year’s historic hurricane season is a dramatic reminder that we never know when disaster will strike,” she says. “It’s imperative that our blood supply be able to meet the needs of any large-scale disaster or accident.” FirstMonday recently spoke with Chinoda about why it’s crucial that local businesses and nonprofits work hand in hand with the community. FM: YOU’VE BEEN WITH FLORIDA’S BLOOD CENTERS FOR SOME 18 YEARS. WHAT MOTIVATES YOU? CHINODA: When I came to Orlando nearly 20 years ago, I knew that I wanted to work for an organization that makes a difference in people’s lives. I learned about what was then the Central Florida Blood Bank. The organization’s needs and my talents were a great fit, and I’ve been here ever since, with a variety of roles and responsibilities. My primary responsibility is to ensure that our community’s hospitals and patients have the right units of blood at the right time in the right place. Last year we collected and distributed 255,000 units of blood to 50 hospitals. On a daily basis, I oversee an organization that now serves 70 healthcare facilities in a 22-county area with 875 employees, 39 facilities and 44 bloodmobiles. FM: MOST PEOPLE UNDERSTAND THE IMPORTANCE OF GIVING BLOOD. WHAT DOES THE FLORIDA’S BLOOD CENTERS ORGANIZATION DO THAT WOULD SURPRISE PEOPLE? CHINODA: We were one of the first blood banks in the country to implement services such as fm 05.05 38 Photo: Ricard0 Aguilar frozen blood storage, a national clearinghouse system for exchanging blood, community branches and bloodmobile collection. Today, we conduct leading-edge research and testing that will further protect the blood supply and ensure quality. In addition, we offer tissue matching, bonemarrow-donor registration and a full-service tissue and eye bank. FM: WHY IS IT IMPORTANT TO MAINTAIN YOUR ROOTS IN THE COMMUNITY? CHINODA: The community is literally the heart of Florida’s Blood Centers. Without the thousands of residents who donate blood each year, we would be unable to meet the needs of our patients and hospitals. FM: HOW ARE YOU AND FLORIDA’S BLOOD CENTERS ACTIVE IN THE COMMUNITY? CHINODA: One of our greatest areas of activity is the Orlando Regional Chamber of Commerce. I currently serve as a leadership steward and am chairing Class 65. I also sit on the board of governors and encourage key members of our management team to participate in Leadership Orlando and other chamber activities such as the recent Hispanic Summit. I have been active in organizations such as the Women’s Resource Center, the Boggy Creek Camp and the Orange County Victims’ Services Center. We also actively support the Metro Orlando Economic Development Commission. FM: HOW CAN OTHER COMPANIES FOLLOW YOUR COMMUNITY SERVICE YOUR LEAD? CHINODA: I would encourage other companies to examine their corporate values and determine what community activities enhance and support their values and mission. When your community outreach is in line with values and vision, everyone wins. FM: TELL ME ABOUT THE ECONOMIC IMPACT THAT YOUR COMPANY HAS ON THE REGION. CHINODA: Quite simply, we’re one of the fundamental components of the healthcare system. Without blood, hospitals would not be able to operate, so our impact and contribution is significant. On an annual basis, our two largest hospital systems, Florida Hospital and Orlando Regional Healthcare, see a combined 3 million patients. I am concerned about the impact of continued population growth on the region and its impact on our community’s infrastructure — schools, hospitals, transportation, etc. We must address our infrastructure and consider the benefits of a medical school at the University of Central Florida, attracting more doctors and nurses to the area biotech and research companies into our economy. CLOSE UP Chinoda, President and CEO of Florida’s Blood Centers is responsible for overseeing operations in all areas of the $100 million organization that employs 875 employees and services 70 healthcare organizations in 22 Florida counties. She is currently serving her second term on the Board of Directors of America’s Blood Centers. Anne is a past President of the Florida Association of Blood Banks. In April 2004, Anne was recognized by the Orlando Business Journal and Orlando Regional Healthcare by being selected to receive their 2004 “Women Who Mean Business” award. In May of 2004, Anne received the Rotary Club of Orlando’s 2004 Business Woman of the Year award.