One of the greatest businesses you’ve never heard of was launched on November 1, 2009, and held a Grand Opening on November 17. The reason you’ve never heard about it is because the business is a ‘Virtual Enterprise’ and it’s being run almost entirely out of a classroom at Murrieta Valley High School by a handful of students. They don’t actually sell any products but in every other way this business is as real world as you get.
I recently had the opportunity to sit through a business presentation by these virtual entrepreneurs and came away impressed by the level of business training and education this program provides. At a time when many of our students leave high school or college with no real preparation to deal with the job market or the business community, this program provides participating students with as close to real world experience as they’ll find outside the real thing.
For example, students desiring to enter the program begin by preparing a resume and cover letter and interviewing for the position they want. These interviews are conducted by local business volunteers and can be every bit as nerve-wracking as the real thing. Positions range from CEO & CFO, to VP of Sales, VP of Marketing and Information Technology Director. The current ‘company’ has about 20 ‘employees’.

Once the organization is staffed, they determine a product line and give the company a name. This year the company is called RetroSpecs, providing vintage and retro sunglasses and related fashion accessories. ‘Bringing the past to the future’ is the company slogan which appears prominently on all company literature.
From there the ‘employees’ are charged with all the responsibilities of starting and running a successful company. They compose a detailed Business Plan as well as a marketing plan. They produce an employee manual to deal with all the issues of day to day operation including sick time, performance expectations, vacation and other personnel issues. They produce a monthly newsletter, a full-color glossy product catalog, brochures, flyers, a website and they film a commercial. They also develop all the forms and documents necessary to run their business including payroll checks, invoices, letterhead and financial spreadsheets.
Several times a year they participate in trade fairs where they are expected to showcase their products in a booth and make virtual sales to other participants. At these trade fairs they are also judged on 12 different categories of their business including the most difficult and comprehensive area, their business plan. From the state competition, held annually in Bakersfield, the top five virtual enterprises are given the opportunity to participate in the international virtual exposition held in New York. They are given the real opportunity but still have to pay their own way with real money – something which many of the programs find in short supply.
The National Virtual Enterprise concept started in New York in 1996 and found its way to California in 1998. There are about 150 VE programs active state-wide today including the 2 year old program at MVHS, a brand new program at Great Oaks and more established programs at Lake Elsinore and Temescal High Schools. In about half the schools the program is administered through county grants through the Career Technical Education (CTE) program, formerly the Regional Occupation Program (ROP). Other programs, like that at MVHS, are conducted as an academic program through the high school curriculum.
“This is one of the most exciting programs I’ve had the privilege of being involved with,” says MVHS coordinator Joel Levin. “These kids take ownership of the company and they take so much pride in what they do. I’m not teaching a course, they are teaching themselves and learning so many valuable lessons that will be of real benefit to them after graduation. These skills, from interviewing to marketing to meeting a payroll, are crucial to real world success.”
All VE company ‘employees’ are given a checkbook from which to manage their virtual lives. From their paycheck they have to pay living expenses and with any left-over money they can buy products from the virtual store. In fact they are encouraged to buy at a virtual mall, which is a collection of all the other virtual companies from around the state. They also take orders at the trade fairs and fulfill orders to generate virtual profits. The companies also contract with the Virtual Enterprise Center for a monthly stipend (virtual) based on their sales and performance in various categories.

Local business owner Lenore Johnson, LTJ Graphic Studio, has made her facilities available to help the students produce their product catalog as well as some other publications. “In 13 years of business I don’t know that I’ve ever enjoyed working with anyone as much as this group. It was an experience I’ll never forget.” Johnson particularly recalls one time when Phil Gould, VP of Sales, and Joseph Wethers, Director of Sales, showed up at her office at 6 pm and worked non-stop until class time at 7:30 the following morning. “I was so inspired by their tireless efforts and positive attitudes. They truly went above and beyond to make this catalog a piece they could be proud of. That attitude and dedication will serve them well as they enter the real job market. They will bring a better skill-set to the table than most people they will be competing with.”
And just like in real life there are challenges and opportunities. Maybe a student interviews for the CEO position but is hired as VP of Marketing. There might be hurt feelings because of the hiring decision and they end up working for someone they feel is less qualified than themselves - just like real life. Or sales might plummet because their marketing campaign doesn’t attract buyers or because the economy tanks and they have to adjust expenses and priorities – just like real life. “With the exception of losing their real home or car, we try to make this program as ‘real world’ as we can,” according to Levin. “There’s just so much here that is good we wish we could reach more kids, bring this level of knowledge and confidence to a wider audience.”
For more information on this unique entrepreneurial program and a glimpse of their virtual enterprise, visit: retrospecs.murrieta.k12.ca.us.

Photo shown: Citizen of the Year, Kelly Kelliher

Sterling Business of the Year–A Grape Escape Balloon Adventure
Operating in the Temecula Valley for the past 19 years, A Grape Escape Balloon Adventure offers daily sunrise hot air balloon flights over the wine country. In 2009 Grape Escape’s balloon fleet safely flew 3350 passengers providing visitors and residents an unparalleled view of the Temecula Valley.  
Bronze Business of the Year–
Big Fogg, Inc.
Big Fogg began with a love of football and a desire to see people more comfortable in the outdoors. USC Football was among the first to use evaporative cooling “fog” fans to enhance performance, minimize recovery time, and not get players wet. Big Fogg is now chosen for the Super Bowl, Pro Bowl, wineries, military bases, and festivals.
Gold Business of the Year–The Californian
The Californian is one of three editions of the North County Times and part of the nationwide Lee Enterprises family of newspapers. As the leading source for local news, information and advertising in Southwest Riverside and North San Diego counties, the newspaper reaches nearly half of all adults in its core market area.
Platinum Business of the Year–Southern California Gas Company
Southern California Gas Co. has been delivering clean, safe and reliable natural gas to its customers for more than 140 years. It is the nation’s largest natural gas distribution utility, providing safe and reliable energy to 20.5 million consumers through 5.7 million meters in more than 500 communities. The company’s service territory encompasses approximately 20,000 square miles in diverse terrain throughout Central and Southern California, from Visalia to the Mexican border.
Service/Charitable Organization of the Year–Oak Grove Center
Oak Grove Center is a nonprofit educational and residential center, serving 160 children including 76 who live on grounds and experience social, emotional, behavioral and academic problems. Many come from backgrounds of abuse, neglect, or other traumas. We offer an arts program and autism services. Accredited by the Joint Commission of Accreditation of Healthcare Organizations and the Western Association of Schools & Colleges, we believe that “the work we do today builds a better tomorrow”.
Citizen of the Year–Kim Kelliher
Kim Kelliher, as President and co-owner of The Grapeline Wine Country Shuttle, ensures that the company lives by its Mission Statement, including a pledge “to support the betterment of our community through civic activities and donations.” In 2009, The Grapeline donated to over 75 organizations, and employees logged more than 300 hours of community volunteerism (including about 200 by Kim). Kim serves on the Executive Board of Temecula’s Rotary Club as Secretary, and as Rotary’s International Youth Exchange Coordinator, providing opportunities for foreign students to live and study in Temecula. As a Chairman for the Balloon and Wine Festival, Kim helps plan and execute this volunteer-run festival that draws approximately 40,000 visitors over its three-day run.
In addition to the night’s business, organization and citizen awards, there was a surprise Lifetime Achievement Award presentation to Jimmy and Peg Moore who were one of the driving forces behind the incorporation of the City of Temecula and have remained an integral part of growth and success of the community’s development. Another special honor that was handed out at the gala was the Chairman’s Choice Award which went to Dennis Frank, a longtime contributor to the Temecula Valley Chamber of Commerce and member of the Legislative Summit committee.

In case you’ve been in a post-holiday siesta or simply water-logged, you’re already aware that four of our six cities in Southwest California have women mayors this year, joining six other cities throughout the Inland Empire. Media outlets have had a field day dubbing our area ‘Estrogen Alley’ and talking about ‘Women Taking Charge’. But the fact is that in most cases our mayors are not elected to that post, they’re simply chosen by their fellow council members, typically in a set rotation schedule. As Lake Elsinore Mayor Melissa Melendez characterized the situation, “… it’s not some staged take-over, it’s just a unique set of circumstances. It’s more indicative of the fact that women in general are getting more involved in the political process, being elected to city councils in greater numbers and being elevated to this position with more frequency than we’ve seen in the past.”
Indeed while some, including Murrieta Mayor Kelly Bennett and Wildomar’s Bridgette Moore are serving their first term on the council, Temecula had Mayor Pat Birdsall as far back as 1992 (& 1997) and Mary Ann Edwards in 2009. Canyon Lake’s Nancy Horton follows Mary Craton into the seat and Corona Mayor Karen Spiegel served that city previously in 2006.
The Valley Business Journal recently spoke with some of these women about the job and what they plan to bring to the business community and economic development during their tenure. The overwhelming response was that Southwest California cities are ‘Open For Business’.
Mayor of one of Southwest California’s newest cities, Wildomar, Bridgette Moore said their new City Manager Frank Oviedo has been tasked with economic development and growth as a priority. According to Moore, Wildomar has more undeveloped land that many of their neighboring cities along with a real need for business growth in the area. “We recently surveyed our citizens and found that bringing restaurants to the city was first on a lot of lists. We are also encouraging other retail partners, technology firms and medical manufacturers to locate here not just for the tax revenue but to serve the needs of our residents.” …and a hotel. Moore’s Arizona family had to stay in another city when they came over to attend her inaugural meeting. “Yes, a hotel would be very welcomed here.”
“We’ve also reduced some of our developer fees in line with WRCOG recommendation and we’re streamlining our application and permitting process so there’s no surprises and no delays. You’ll find a real ‘make it happen’ attitude in Wildomar. If it’s a good business, it’s good for Wildomar.”
Lake Elsinore Mayor Melissa Melendez emphasizes the unique attraction of the lake to their community. They currently have a very aggressive specific plan to develop the area around Diamond Stadium and another marina and resort plan for further up the lake. “Unfortunately those plans are on hold right now due to the economy but they’re still solidly in place.”
“We need jobs for our residents right now – that’s our priority. We love the Costco’s and Target’s, our auto dealers have been terrific but we need an Abbott, somebody with hundreds of jobs to keep our people off the freeways to Orange County every day.” To accomplish that, the city has worked with a corporate recruiter to introduce Lake Elsinore to prospective businesses.
The Mayor is also instituting monthly ‘Coffee with the Mayor’ meetings. One series will be in conjunction with the Chamber of Commerce focusing on existing businesses – what they need to succeed and grow and how the city can help. Another series will join city staff and planners with developers and prospective business targets to talk about planning issue, fee structures and what the city can do to make Lake Elsinore a more attractive destination.
“I know we compete, to a degree, with the established master plan communities like Temecula, Murrieta and Corona,” says Melendez, “but we can all work together. We share more than boundaries, we share goals and we share our successes throughout the region. Lake Elsinore is a very different city than it was just 10 or 15 years ago. I would encourage businesses to take a second look at us through new eyes.”
In nearly 20 years as a city, Kelly Bennett is the first women to be elected to the Murrieta city council, thus its first Mayor as well, although she hesitates to put much significance to that. “It simply allows me the opportunity to represent my city in what for me, is extraordinarily important – the attraction and support of viable businesses in the city.”
“I have the opportunity to work very closely with several great groups that help us get the word out including City Staff, including Economic Development Director, Bruce Coleman, the Chamber of Commerce, the EDC and WRCOG. We also attend conferences like the ICSC (International Council of Shopping Centers) and the World Trade Center, San Diego, a group that positions San Diego and regional businesses for international recognition and global market success.’
Bennett noted that Murrieta is focused on three objectives: manufacturing, including nourishing ‘green’ companies; expanding education opportunities, including establishing a local 4 year under-graduate curriculum; and health care. The new physician-owned-Loma Linda healthcare campus, under construction in North Murrieta, is an endangered species under the current federal healthcare proposal. Yet we desperately need medical services and the professional and ancillary jobs it will create.
The City is also aggressive in creating outreach programs for businesses. Their Broker Work Group regularly attracts 100 or more local commercial and residential Brokers, developers and planners to its meetings. The City recently introduced the Business Roundtable and Visionary Workshops to solicit comments on the new general plan review.
“One thing I’m particularly excited about is the potential under AB 811, the Energy Efficiency for Cities and Counties Act. We are developing a program to attract green tech manufacturers providing energy efficient/cost effective products for our homeowners. You’ll be hearing a lot more about that this year.”
While the mayors readily acknowledge they don’t have any ‘special powers’, they do get to conduct council meetings, sign mountains of paperwork, spend a lot more time on the job, and generally be the public face of city government at numerous events throughout the region and state. One mayor I spoke to was picking up children from school while another was grabbing late evening dinner at a local (healthy) drive-thru. As with any mayor, male or female, there’s a delicate balance.
Our mayors are also united in hoping the state recovers soon, without ‘borrowing’ any more city cash. They are all facing constrained budgets while maintaining services. They are similarly committed to bringing jobs to the region, to retain and grow our existing business base and to keep more of our citizens off the freeway. And they all have a huge ‘Open House’ sign in front of their cities.
Southwest California appears to be off to a good beginning for our second decade, and in capable hands.