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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:
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Orlando, FL 32802-1234
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ADVERTISING INFO Kevin O’Neil,VP Publishing
407-206-1011
[email protected]
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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.
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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.
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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
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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.
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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.
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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
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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
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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
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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
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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
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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.