Construction underway for what will be the beautiful new entrance to the Regal Cinemas Stadium 14 Theater at Theater Square in Downtown San Bernardino. Photo by Carl Dameron

Installation of palm trees and other landscaping on the grounds of the new Regal Cinemas Stadium 14 Theater at Theater Square in San Bernardino. Photo by Carl Dameron

Workers completing what will be the new driveway, allowing families to drop off moviegoers at the new Regal Cinemas Stadium 14 Theater at Theater Square in San Bernardino. Photo by Carl Dameron

(San Bernardino, Calif.) The landscaping is underway, the concrete is poured and palm trees grace the newly laid walkways. With construction in high gear, residents of San Bernardino are witnessing a revitalization of the downtown area. At the heart of this is the highly anticipated Theater Square with its centerpiece the Regal Cinemas Stadium 14, opening this summer.

“Our residents deserve a quality downtown theater where they can enjoy dinner and experience a movie,” said Chief Executive Officer of the San Bernardino Economic Development Corporation, Emil Marzullo. “Our businesses need this too, a flourishing downtown means we are better equipped to strengthen our local economy and to attract more people to the downtown to spend money with our existing businesses.”

Located at 450 North E Street, home of the previous cinema, Regal will operate 14 of the pre-existing 20 screens. The remaining six screens are being remodeled as restaurants and shops, dressing rooms and storage for the California Theatre, and the “Alley Cat Theater,” a new performance venue featuring relaxed surroundings and an intimate atmosphere.

“Regal Entertainment Group is thrilled to be part of this exciting Theater Square development in downtown San Bernardino,” stated Vice President of Marketing and Communication for Regal Entertainment Group, Russ Nunley.  “Crews have been working hard to create a totally modern cinema designed to impress moviegoers.  Already interest is high as Regal has received hundreds of employment applications.”

Job opportunities are another benefit of the Theatre Square revitalization. Not only are San Bernardino residents gaining a local venue where dinner and a movie will be within comfortable walking distance, but with the newly revitalized area, it is creating new employment opportunities. Applications are currently being accepted for approximately 40 management and employee positions being created by the new Regal Cinemas. Those interested are asked to complete the online application by visiting www.REGmovies.com and clicking on the job opportunities icon at the bottom of the page.

For more information on Theater Square call Kathy Robles at (909) 663-1044.

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“We have always been in the neighborhood and always with the people,” said Tom Serrato. The Grand Opening BBQ on Saturday July 14, 2012 from 9 am to 3 pm anticipates large crowds and plenty of well wishers happy to have Far West Meats back home in Highland.

(Highland, CA) – Tom Serrato, owner of Far West Meats is hosting a Grand Opening Celebration BBQ on Saturday, July 14, 2012 at their newly rebuilt location at 7759 Victoria Avenue in Highland. After a devastating fire in July of 2010, Far West Meats has been operating out of a temporary location in Colton.

To celebrate the Grand Opening and their return to Highland, Far West Meats will serve complimentary samples of food to the public including hot dogs, ribs, brisket, chicken and burgers on July 14, 2012 from 9 am to 3 pm. These same products will be featured and available for purchase on their web site or at their new neighborhood outlet.

Far West Meats will now be home to operations of over 30,000 square feet. The rebuilding allowed for expansion to accommodate the higher sales volume now anticipated. Since the fire, Far West Meats has been busy planning the new location and developing more products, including a healthier, leaner, and tastier sausage.

“We have responded to customer demand for a quality sausage they can grill at tailgate parties which has less fat and sodium but more flavor.  At Far West Meats we say ‘One Bite and We’re Friends For Life’,” said Serrato.

Far West Meats product line includes all cuts of beef, pork, chicken and seafood as well as their smoked sausages.

“When we opened this location in 1978 it came with a smokehouse. At that time we didn’t use it. Sometime in the 1980’s the industry recognized a demand in inner city locations for smoked sausages. We came up with a product that was an immediate success,” said Serrato.

There were two small market chains that early on helped the company sell these products ABC Stores and Boys Markets. Since then they have added 10 flavors as well as a complete line of smoked meats, with Far West’s products now sold throughout the Southland. Every product sold is guaranteed 100% for quality and freshness.

Before the fire, Far West Meats had a limited capacity to serve walk up customers. “Back then we had secretaries trying to answer phones, total orders, and provide customer service. It was a lot and it got crazy sometimes,” remembers Serrato.

In the new location, there will be an expanded customer will call department. Products will be displayed in three sizes of packages with pricing clearly marked. This way a couple could come in and order the smaller sized items already packaged and ready to take home. The medium sized items would be ideal for the family of four, and the largest size would be for the party planners and larger sized families.

Not only will the neighborhood outlet be a part of the actual location but Far West Meats will also expand its website as well. Customers will be able to set up a virtual freezer account.

In their virtual freezer, customers can purchase and stock their freezer and when needed the product it is pulled and shipped for delivery or ready for in-store pick up. A virtual freezer is ideal for non-profit organizations (little leagues, soccer leagues, school booster clubs), which host seasonal events but do not have room for storage as well as for families that do not own home freezers. The expanded website will be consumer friendly and include shipping information to anywhere. In addition customers can sign up for the e-newsletter, which will feature sales specials. Visit the website at www.farwestmeat.com

“We have always been in the neighborhood and always with the people,” said Serrato.

The Grand Opening BBQ on Saturday July 14, 2012 from 9 am to 3 pm anticipates large crowds and plenty of well wishers happy to have Far West Meats back home in Highland.

For Grand Opening information please call (909) 864-1990.

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Community support was overwhelming when the new Hospitality House held a grand opening in January. Volunteers are now needed to help children in the shelter’s computer lab and media center. Photo by Chris Sloan

Media Relations  – Non-Profit Organization

Grand Opening Of Salvation Army Hospitality House

January 15, 2010

Objective: As part of our ongoing role as the Salvation Army’s public relations provider, we were given the task of event planning and arranging media coverage for the Grand Opening of the Salvation Army’s Hospitality House emergency family shelter, which took place on January 15, 2010. The Hospitality House was remodeled after the San Bernardino Corps purchased the building from another arm of the Salvation Army, the San Bernardino Adult Rehabilitation Center.

Tactics: Our media relations strategy began in 2008, when the San Bernardino Corps first purchased the shelter from the Adult Rehabilitation Center. After the first release, we began consistently mentioning the upcoming move in our press releases about other events. For instance, in the press release about the 2008 Red Kettle campaign, a holiday fundraiser for the Salvation Army, we mentioned that the Salvation Army would need more money in 2009 due to this planned move.

Throughout 2009, we continued to frequently mention the upcoming move in our press releases, and we issued additional press releases specifically about this topic.  This included one press release for another client, the Art Institute of California – Inland Empire, whose students had worked with the Salvation Army to create a design scheme for the shelter’s new library and computer lab. Finally, in the first week of January, 2010 we sent out a media advisory so that all of our media contacts would know the Salvation Army planned its grand opening on January 15.

Results: The initial press release resulted in stories published in the Press-Enterprise (Riverside), the Inland Valley Daily Bulletin, the San Bernardino County Sun, and the Inland Empire Business Journal. In addition, the San Bernardino Sun did two stories about the Salvation Army in December 2008 that mentioned the upcoming move.

By the summer of 2009, the local media was keenly aware of the upcoming move. In August 2009, the Press-Enterprise contacted us, requesting a tour of the work in progress. This resulted in a 72 ½ inch story and photo on the front of the Local section. After this was published, additional tours were arranged for the Sun and for a reporter from the Inland Empire bureaus of Channels 2 and 9, resulting in additional media coverage from those outlets. New Frontier, a newspaper for the Salvation Army Corps in the western United States, reprinted the Press-Enterprise story, along with a sidebar we had produced about State Senator Gloria Negrete-McLeod touring the under-construction shelter.

Our final tactic, the media alert sent out the first week of January 2010, resulted in pre-event coverage from the Press-Enterprise, and post-event coverage from the Press-Enterprise, the Sun, New Frontier, Highland Community News, the Rialto Record, Colton Courier, El Chicano and Inland Empire Weekly and the website Eventful.com.

Additionally, in February 2010, the Sun arranged to have a reporter and a photographer spend the night at the shelter, which resulted in an 80-inch story, a 30-inch sidebar, two sidebars of 20 inches each, and a 14-inch sidebar.

Work has begun to ease congestion on the Riverside Avenue bridge over Interstate 10 in Rialto. Harber Construction workers Saul Castenoa, Jacob Gracia, Janie Barralaga amd Bruce Siekierski remove the railing of the old bridge. The City of Rialto will close this five-lane bridge in April to replace it with a nine-lane bridge. It anticipates finishing the project in early 2012.

Case Study:              MEDIA RELATIONS

Client:                     CITY OF RIALTO

Introduction: In 2010 and 2011 we provided a campaign to increase favorable media coverage for the City of Rialto, working primarily with its Redevelopment Agency. We developed a series of seven press releases for the Redevelopment Agency highlighting upcoming projects and existing city assets for which the agency had helped secure funding.

These press releases are posted  at: http://www.dameroncommunications.com/category/rialto/

• “Rialto Stepping Into Economic Success,”
• “Route 66 Sporting New Pavement In Rialto,”
• “Fergusson Park in Rialto Gets $6 Million Upgrade,”
• “From Blight To Burgers,”
• “Rialto Eases Congestion With New Freeway Bridge,”
• “North Rialto Poised For Development,”
• “Community Theater In Intimate Setting,”
• “Rialto Makes Foreclosed Homes Great Places To Live”

Research and

Planning: We met with Redevelopment Agency Director Robb Steel and his designees to obtain the specific information for the press releases. We had already obtained information about the city from having worked with Council Member Deborah Robertson and former City Manager Henry Garcia on previous projects.

Execution: We released “Rialto Stepping Into Economic Success” on Sept. 16, 2010, “Route 66 Sporting New Pavement in Rialto” on Oct. 1, 2010, and “Fergusson Park in Rialto Gets $6 Million Upgrade on Oct. 5, 2010.” Rialto Redevelopment Agency asked us to hold off on projects later in October 2010, but allowed us to resume work in 2011.

We then released “Blight to Burgers” on March 2, 2011, “Rialto Easing Congestion With New Freeway Bridge” on March 15, 2011, “North Rialto Poised for New Development on March 24, 2011, “Community Theater in Intimate Setting” on April 25, 2011, and “Rialto Makes Foreclose Homes Great Places To Live” on May 20, 2011. We released these stories to both local and Los Angeles media contacts, and through wire services.

“From Blight to Burgers” came on the heels of less positive publicity, especially in the San Bernardino Sun, about Rialto’s decision to spend Redevelopment Agency funds on a project that will bring In-N-Out Burgers to that city. The earlier publicity made it appear that Rialto had subsidized the restaurant chain. Our press release brought attention to the current state of the property and the need for Rialto to spend redevelopment funds in order for it to be anything other than a vacant lot. At the time we wrote the press release, a former fire station stood on the property. This fire station was in great need of modernization, and its location near the 210 Freeway made it difficult for firefighters to safely exit the fire station onto Riverside Ave. Since this property had so many problems, the city had decided to build a new fire station (now open) elsewhere. Yet, in order for any other development to occur, $2.4 million to purchase adjacent property, demolish the fire station and upgrade infrastructure for the entire area had to be invested. It also brought to the public’s attention that In-N-Out would be one of three restaurants on the property.

Evaluation: The San Bernardino Sun’s story derived from “Rialto Poised For Economic Development” went off our intended message. The press release highlighted recent and upcoming economic developments, including green industries Enertech (opened a plant in Rialto in March 2010) and Rentech (plant under construction at the time), and also highlighted Rialto’s proposed master-planned Renaissance Rialto, which will bring both retail and industry when developed in coming years.

The Sun’s story instead focused on the city manager’s optimism that when the economy improves, the City will not miss out on economic development opportunities, because it has launched a more aggressive and professional approach to marketing the city. Although its focus was elsewhere, the Sun article mentioned all of the projects in our release, and added one more, the proposed Lytle Creek Ranch.  The Rialto City Manager, Henry Garcia, was so pleased with the Sun’s article he arranged to have it placed on the City of Rialto’s website.

Stories focusing more on our intended message appeared in other local media, including the daily Riverside Press-Enterprise, its weekly Spanish-language publication La Prensa, and several other weekly newspapers in the Inland Empire.

“From Blight To Burgers” resulted in Sun reporter Jim Steinberg interviewing both Robb Steel and Fernando Acosta, the property developer the Redevelopment Agency is working with to sell the improved property to three restaurants. When Steinberg interviewed him, Acosta had reached a point in the negotiations he could name the second restaurant, Miguel’s Jr. Also, the city had just torn down the old fire station, highlighting the need to turn the freeway-frontage pile of rubble into something more attractive. Steinberg’s article focused on the intended goal of the press release, highlighting the likelihood of three new restaurants coming to the property, and listing the same necessary property improvements we had highlighted in the press release.

Steinberg also interviewed Steel regarding “Rialto Easing Congestion With New Freeway Bridge,” which resulted in two stories, one shortly after the release was issued and another about one month later when Rialto began demolition of the old freeway bridge.  Both stories conveyed the intended message of our release, which is that the new bridge would be far more efficient and attractive, and worth the expense of the project and the inconvenience of detouring drivers away from the Riverside Ave./Interstate 10 interchange for seven months.

In addition to writing stories that explained Rialto’s message clearly, Steinberg on two occasions contacted Dameron Communications for information about City of Rialto projects we had not been hired to promote, as they did not involve redevelopment funds. We were able to assist Steinberg by encouraging the appropriate city officials to speak to The Sun about these stories.  Due to our work positive stories regarding city projects continues in the Sun in recent times.

All stories the Sun wrote about Rialto during our campaign also appeared on such news sites for the San Jose Mercury News, the Long Beach Press Telegram and the Contra Costa Times.

In addition, websites such as Topix.com have generated their own links to these stories, while our placing the releases through wire services has resulted in publication on hundreds of websites worldwide, and in some cases, in periodicals related to the topics of a specific release.

(San Bernardino, CA) The local Ad Club is hosting a student art auction to benefit its scholarship program on Thursday evening, May 11 at Cal State San Bernardino, 6-9pm.The second annual event will be held on campus at the Robert and Frances Fullerton Museum of Art.This year’s theme, “When Art and Advertising Collide,” invites students to create a piece of art on blank canvasses that the Ad Club donated to student artists around the Inland Empire.  The art pieces will be auctioned at The Art Bash.

The event is hosted by the Inland Empire Chapter of the American Advertising Federation (AAF).  Proceeds will benefit winning students and the Ad Club academic scholarship program.Bidding for art pieces at the silent auction begins at $25. Admission for the evening is $10 for Ad Club members and $15 for the general public.  A wine bar and appetizers are included.

“This was a very successful event last year,” said Jon Burgess, President of the Ad Club.  “We are excited to again recognize student artists and grow our scholarship program. Everyone is invited to come out and support this worthwhile event.”For more information visit www.aaf-inlandempire.com. Or contact Jacob Poore at CSUSB at jpoore@csusb.edu.
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Dameron Communications creates newsletters for medical clinics, Non-Profits, government and more.

(SAN BERNARDINO, Calif.) “We call the newsletters Dameron Communicators,” says Carl Dameron, founder and creative director of the public relations/advertising firm Dameron Communications. “It will boost awareness and business for all clients who come on board.”

Senior writer Jim Crockett heads this full-charge newsletter expansion.

“We won’t just produce printed editions,” adds Dameron, “but we’ll also put them on all the major social network sites, industry websites, create an electronic version for distribution via email and to post on client Web sites.”

“Our clients will get the broadest possible exposure for their services, offerings and successes. Plus, what goes in the newsletters will also be sent to all media outlets in their service area.  For Inland Empire clients that’s exposure to 300,000 or more potential customers,” said Dameron.

Jim Crockett has been with Carl Dameron going back ten years, first as a media relations team with Santa Monica’s Financial Relations Board and then together at 21-year-old Dameron Communications.

“Jim knows his stuff,” says Dameron. “For nearly 20 years he headed GPI Publications in the Silicon Valley. He built the music-related company from a 3-person business turning out a small magazine around six times a year to a 120-staff one producing seven magazines, recordings, books – and newsletters.”

GPI is best known worldwide for such magazines as “Guitar Player” and “Keyboard” by subscriptions, on newsstands and on the Internet.

Crockett is also the author/editor of five books, including “The Great White Shark” and “The Why-to of Scuba Diving.” As a former successful racecar driver, he wrote and produced a one-of-a-kind newsletter for drivers, “Autoracer’s Monthly,” and has created a dozen others for various organizations and companies.

“If a business has a good story to tell,” Crockett says, “we know how to tell it, and tell it to more people than ever before.”

Newsletters are in full color, and are available in two-page, to 64-page formats.

For more information call (909) 888-0017.

About Dameron Communications, LLC

Since 1989 Dameron Communications has creatively met the needs of our diverse client base locally, regionally and nationally. It is an award-winning agency that creates integrated advertising and public relations solutions to increase clients’ sales and profits, win elections, inform the public or gain acceptance of potentially controversial issues.

Dameron Communications creates advertising for television, radio, newspaper, magazine, and billboards, web sites, mobile web applications, email and more. Public relations services include press releases, press conferences, media relations, television programs, web sites, opinion editorials, promotions, event creation and management, government relations and community relations.

Dameron Communications has earned media coverage for clients from: ABC, CBS, NBC, CNBC, CBS MarketWatch; Fox News, CNN, Nightly Business Report; The Wall Street Journal, New York Times, Los Angeles Times, The Washington Post, Dow Jones News Wire, Bloomberg, Reuters, Associated Press, The Press Enterprise, The Sun, The Daily Bulletin, The Daily News, The Daily Press and many more.

For more information call (909) 888-0017.

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In fact, the two graduated from the same home school in Victorville. They are twin sisters and were taught at home by their parents.

Since graduating high school from their home school program, their paths have followed closely. After college, both returned to Victorville, got married and had two children each, whom they plan to enroll in Taylion’s home school program. Both obtained teaching credentials, and have worked as teachers at traditional schools and other charter schools in San Bernardino County. Both prefer charter schools over traditional schools.

“At Taylion Virtual Academy we serve students who might not fit into a traditional school environment, just as we did not when we were students,” Moore said.  “We like non-traditional schools, because the focus is on what students need and want. Alternative educational programs provide students with more individual focus, which most students desperately need”

Both Stephanie and Danielle obtained Masters’ degrees in Education. Stephanie graduated from National University and Danielle graduated from Chapman University. In addition, the two will obtain Masters’ degrees in Psychology from Chapman University in May, 2011.

“Our training in both education and psychology helps greatly at a non-traditional school,” LaFerriere said. “Psychology helps us understand where our students are coming from. Our experience in education allows us to develop strategies that meet state standards, but also meet the needs of each individual student. We want to look at students as a whole person and not just their score on a test.”

Since 2010, when Taylion Virtual Academy opened in San Bernardino, Moore and La Ferriere have worked side by side, overseeing how the school’s 15 teachers present curriculum and instruction to approximately 365 students.  Taylion Virtual Academy has three programs by which it presents curriculum and instruction; Independent Study, Home Schooling and Online.

Independent Study is an option for San Bernardino-area students in grades 7-12. Students meet with teachers twice a week at Taylion Virtual Academy’s Learning Center, located at 1184 W. Second St., San Bernardino where students receive help with homework and direction in attaining their educational goals. Students then continue their lessons by working on assignments at home.

The Home Schooling program serves families with children in Kindergarten through 12^th grade in the San Bernardino, Riverside, Orange, Los Angeles, Kern and Inyo counties. In this program, while Moore, La Ferriere and the other credentialed teachers at Taylion develop lessons for students, it is the parents of these students who actually provide direct instruction to their children.

Students also can receive lessons online from Taylion Virtual Academy. Students using this option can receive instruction at home or at the learning center while meeting with credentialed teachers on a regular basis for support.

Regardless of the program in which students are enrolled, Taylion Virtual Academy teachers assess and monitor their academic progress to ensure the students grasp the important concepts taught in their grade level, and they will have the ability to obtain a job, or attend a college or university after completing high school.

Students can complete high school requirements by graduating from Taylion Virtual Academy. Students can also earn credits at an accelerated rate, which will enable them to graduate early or on time.

Although they have separate titles, Moore and La Ferriere’s duties are so similar they usually work together on all aspects of their administration. Responsibilities include developing lesson plans to ensure the students’ education meets California and Taylion Virtual Academy’s standards, training instructors and supporting staff in effective teaching strategies, and creating instruction packets for all students.

“We want to create the most comprehensive program for all of our students and since we were home schooled, and have worked in alternative education for so long, we are excited to be able to collaborate together” stated La Ferriere.

Taylion Virtual Academy, a free public charter school, offers an option for families who wish to be directly involved in their children’s education, families who wish to have more control of their student’s education and for teens who seek an accelerated schedule to obtain their high school diploma.

For more information, or a free campus tour, call Taylion Virtual Academy at (909) 889-5152 or go to www.TAYLION.com.

Dameron Communications collaborated on the site design, we wrote the english version and we write the stories for the news page.

Victor Madero, LaSalle Medical Associates New Director of Network Development. Photo by Michael Downer

(San Bernardino, Calif.) LaSalle Medical Associates has a reputation for a commitment to providing community-based healthcare that ensures maximum availability of medical services.  In keeping with this commitment, LaSalle Medical Associates is excited by the addition of Victor H. Madero as their new Director of Network Development.

In his new role with LaSalle, Victor Madero will lead the strategic effort for LaSalle’s expansion of its Independent Practice Association (IPA) network in Los Angeles, Madera, Riverside, San Bernardino, Fresno, Kings, San Joaquin, Stanislaus and Tulare Counties.

“There are three branches of the healthcare field,” said Victor. “Health plans, hospital systems, and managed care organizations. Having worked for both a health plan and a hospital, this was the natural progression for me to work for a managed care organization with a reputation for quality health care, like LaSalle. It just seemed to fit. I am very excited about joining the LaSalle family.”

LaSalle Medical Associates is poised to expand its independently contracted doctors, hospitals, and clinics throughout California.  Victor will be responsible for creating business strategies for negotiating contracts with new and existing large physician groups, hospitals, and clinics.  His leadership will focus on maintaining optimum levels of quality care for a network with close to 200,000 lives.

“We are delighted to welcome Victor to LaSalle Medical Associates,” said Dr. Albert A. Arteaga, founder and president of LaSalle Medical Associates. “His diverse healthcare experience and insights gained through work with Anthem Blue Cross and White Memorial Medical Center will play an integral part in building the type of relationships our providers can not only trust, but may rely on to be responsive to their needs.”

“My primary goal with LaSalle Medical Associates is to partner with a range of health care providers and to help expand the choice of hospitals, primary, and specialty care physicians into new communities in order to increase medical access where patients need it most” said Victor. “Building trusting relationships has always been a key component in the positions I have worked in. My desire is for our providers to feel like an extension of the LaSalle family within their county. In order to be a true partner, we need to show our commitment to actively helping them grow, and not merely managing from a distance. Although we are a large organization, we would like to cast the shadow of a smaller organization by listening and knowing what our providers need most to be successful.”

About LaSalle Medical Associates
LaSalle Medical Associates is one of the largest independent minority owned healthcare companies in Riverside and San Bernardino Counties.

LaSalle Medical Associates, Inc., operates four clinics employing more than 120 dedicated healthcare professionals, treating children, adults and seniors in San Bernardino County. LaSalle’s patients are primarily served by Medi-Cal and Healthy Families. LaSalle also accept Blue Cross, Blue Shield, Molina, Care 1st, Health Net and Inland Empire Health Plan (IEHP). LaSalle’s clinics are located at 17577 Arrow Blvd. in Fontana, 16455 Main St. in Hesperia, 1505 West 17th St. and 565 N. Mt. Vernon Ave. in San Bernardino.

LaSalle Medical Associates, Inc., is also an Independent Practice Association (IPA) of independently contracted doctors, hospitals and clinics, delivering high quality patient care to more than 190,000 residents in Fresno, Kings, Los Angeles, Madera, Riverside, San Bernardino, San Joaquin, Stanislaus and Tulare Counties.

LaSalle’s IPA members in the Inland Empire include:  LaSalle Medical Associates, Banning Medical Group and San Bernardino Urological Associates. Hospital affiliations include: Rancho Springs Medical Center, Arrowhead Regional Medical Center, Community Hospital of San Bernardino, St. Bernadine Medical Center, Mountains Community Hospital, Redlands Community Hospital, Loma Linda University Medical Center, Corona Regional Medical Center, Riverside County Medical Center, and Parkview Community Hospital.

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