FOR IMMEDIATE RELEASE

THIRTY PERCENT OF DOWNTOWN ENCINITAS MAINSTREET ASSOCIATION (DEMA) MEMBERSHIP BUSINESSES ARE OWNED BY WOMEN

DEMA applauds the diversity of its women business owners in conjunction with International Women’s Day on March 8

ENCINITAS, CALIF., FEBRUARY 28, 2008 --- The historic, bustling downtown area of Encinitas, bordered by the Pacific Ocean to the west, Vulcan Avenue to the east, Encinitas Boulevard to the north and K Street to the south boasts roughly the same figures identified for the State of California and the Metro area of San Diego-Carlsbad-San Marcos of approximately 30% women-owned businesses (www.cfwbr.org). Membership in the Downtown Encinitas MainStreet Association’s (DEMA) (www.encinitas101.com) encompasses roughly 175 members of which more than 50 are women owners. In honor of International Women’s Day (www.internationalwomensday.com), the global day connecting all women around the world and inspiring them to achieve their full potential, nine DEMA members – and women business owners – provide insight into their business models and how they marry business together with community outreach in a town with the mantra, Downtown Encinitas - a place to Live, Work, and Play. “I have worked in downtown Encinitas for the past 25 years and been fortunate to get to know the many women who own businesses downtown,” commented Dody Tucker, Executive Director for DEMA.  “These women, each in their own way, have made a big impact in the development of our downtown, the community and the world at large and I admire their accomplishments and am proud to include them as DEMA members.” “Their stories inspire and motivate me.”       
            Take Caryl and Nancy Nelson, a mother-daughter duo who own Common Threads (www.fiberartshop.com) (466 S. Coast Hwy 101, directly across the street from the La Paloma Theater), a yarn store fully vested in their devoted customers. With a niche-focused product – yarn of every kind and classes that teach the art of knitting and crocheting - , and a primarily woman-based clientele, their repeat business is critical to their success, which has only grown despite the peaks and valleys of the economy since they re-located from Solana Beach in 1999. Their customers are not really customers but people that they have become friends with over the years and who consider their shop “a place to come and visit, catch-up and enjoy good conversation and sisterhood.” “We are more than just a store, we are ‘like home’ because our customers know us and we know them,” stated Caryl, the Matriarchal component of the duo. “We have history with nearly everyone who visits our business and they rely on us and we rely on them.”
As successful business owners and longtime residents of the Encinitas area, the Nelson twosome could only react proactively to the devastating Witch fires in San Diego of last October by doing what they do best: knit! In a series of dreams, Nancy Nelson formulated a plan to knit blankets for those displaced by the fires. Originally they gave of themselves in the form of yarn and their time by knitting blankets, and then with the assistance of the National Needlework Association and their suppliers they are well on their way to knitting over 1,100 bags of yarn into what equates to 500 average-sized blankets. From just a small idea has grown a grassroots knitting program that includes their loyal customers, Girl Scout troops learning to knit and others who are giving of their time to darn the blankets. In addition, to solicit much-needed help, a phone and word-of-mouth campaign to “pick up your free yarn and help us knit for the fire victims” program was born that, “like a pebble thrown in a pond, the circle has grown bigger and bigger,” stated Nancy Nelson. “It is so great to work on this outreach effort which stemmed from a dream telling me that we needed to help our community, and our “community” is made up of people who love to knit and were more than eager to participate in this great cause.” Both Nancy and Caryl Nelson, residents of Leucadia since 1965 will continue to collect donations of yarn and knit on behalf of the fire victims, “as long as there is a need we will continue to knit!”
Relative newcomer to the area, Tee Taylor, owner of Photo Aqua (www.photo-aqua.com) (766 South Coast Hwy 101, in a 100-year old building next to Surf Cleaners and above Giovanni’s), moved to Encinitas from Northern California just over a year ago. “We had our sights set on Encinitas for its beautiful, beach environment, and we loved its small town feel,” noted Tee, a professional photographer who specializes in modern photography for real people. Her style and portfolio is best described in these six categories: babies, bellies, kids, happy families, pets and couples. Taylor captures the special moments in the life of families and preserves them for generations to come. “A photo of a mother with her baby in utero is not only beautiful but a precious gift to the next generation.” “I am honored to photograph this community’s families that will last for many lifetimes,” remarked Tee. “What I love about downtown Encinitas is that there is a buzz about town.” “There is such a great mix of services from retail to great restaurants and an impressive complexity of businesses here and I am always impressed with how business owners take the time and energy necessary to take care of their flowers and storefronts, and how people relate to each other by simply saying ‘hello’ on their way to work each morning or as they stop for coffee at one of the great local coffeehouses.”
In Taylor’s business, outreach always materializes in the form of free photographs, whether in support of local community events like offering a photo booth for participants of the DEMA-sponsored “Safe Trick-or-Treat” events at Halloween or for groups close to their heart, such as the Row-for-the-Cure breast cancer awareness event at Mission Bay. “We enjoy participating in community events that bring out the ‘creative’ in people and coming together as one for a common cause is how we like to spend our time,” noted Tee.
Eileen Burke is a mainstay in the fabric of downtown Encinitas. Better known as “Queen Eileen,” (www.queeeneileens.com) (548 South Coast Hwy 101) Burke is the proprietor of Queen Eileen’s, which started as a singing telegram business over 19 years ago and has ‘ballooned’ into a gift basket, balloon and more shop. Here permanently since childhood, after her family fell in love with the area in the early 60’s, Eileen devotes much of her spare time to traveling to Bali for unique jewelry that she brings back to sell in her shop. After making the trek to Bali numerous times, Burke, who loves the Balinese culture, now supports an orphanage by pooling 10 percent of her sales to adopt and care for its residents. “In Bali it costs $35 per month to house, clothe and put in children in school.” “School is not free there, so by setting aside a small amount of our revenue we can support approximately 10 to 20 kids annually,” remarked Burke. In addition, Queen Eileen opens her doors on designated weeknights in support of local organizations like the Rancho Coastal Humane Society, Heart of Africa and many others. “From 4:00 – 8:00 p.m. on those designated nights, 20% of all sales made at the shop go directly to the organization holding the fundraiser.” “We cut a check right then and there to share with the local community.” Burke enjoys all that downtown has to offer, both day and night. “I live on the same street as my other family members and I frequent downtown daily for work, lunch, dinner or whatever.” “I love it because I walk down the street and know people from the community and other area businesses - it is like going to a fun party, but without the cocktails.”
Similar to Queen Eileen’s, Bev Goodman, proprietor of Coast Hwy Traders (www.coasthwytraders.net) (530 South Coast Hwy 101) gives to several local causes, including everything from Boobs on the Move to the Mexican dog house project with the Rancho Coastal Humane Society to Bowling for Animals and the Fallbrook Animal Sanctuary.  “We carry a full array of art and books illustrated by Lee Chapman, which centers around animals and dogs and we also carry items by the Ortega’s which are paintings and ceramics cleverly fashioned around the works of Chapman.”
Goodman’s unique business focus cuts out the middle man. The vendors of Goodman’s bazaar-type business model, which opened in 1996, support women in business and buying through fair trade. Mexican artisans also benefit from the hand-picked items that are sold at Coast Hwy Traders. “I have helped a lot of women stay in business with the concept of trader shops.” “Over the years I have mentored other businesses with the concept of bringing vendors together,” said Goodman. With a local following in the winter and spring and a tourist following in the summer, Coast Hwy Traders is a stable downtown business. They offer the best collection of Day of the Dead and Mexican folk art in the area, on par with what vendors have to offer in San Diego’s Old Town.
Lifelong community member, Carris Rhodes, adds a unique dimension to the local DEMA organization as their Program Assistant. She is an avid community and environmental activist, striving to bring environmental awareness to the community events for which she coordinates. “As I walk or ride my bike downtown people now associate me with environmental causes.” They ask for my advice and tell me stories about their success with recycling or how they take care of themselves environmentally and extend that belief into their business,” remarked Rhodes.  Upcoming DEMA events being planned by Rhodes are the annual spring street fair, which will introduce a recycling program that will divert event waste from landfills to recycling centers. In addition, Rhodes is working on behalf of DEMA’s inaugural Cottonwood Creek Environmental Film Festival, which will offer professional and amateur filmmakers the opportunity to submit their work this coming June. Awards will be given in both categories and all films are required to highlight elements of the “green” movement and environmental causes. Rhodes received her BA degree from the University of California, Santa Barbara, with a double major in Political Science and Spanish and an emphasis in International Relations. Her dream is to attend Stanford and achieve a Masters Degree in Business with an emphasis in Public Management where she will hone her skills in the area of environmental and ethical business. “I hope to use what I have learned and practiced since I was a child and throughout my life to make a positive impact in my own community and watch it grow from there.”
Cindy Blumkin of Art N Soul on 101 (633 South Coast Hwy 101) offers an amazing storefront to highlight primarily local and regional craftsman and artisans who “make things from other things.” Visitors will see – and can purchase, for example, bowls that are made from recycled records, placements that are derived from laminated newspapers, lampshades that are made from recycled license plates and scarves, folk art and an assortment of other items made from different art mediums. “The intent of Art N Soul on 101 is to facilitate artisans recognition for their creativity and how they use recycled items in new ways,” noted Blumkin, who is one of an all-volunteer staff so that proceeds can go directly to charity. “Fusion of art and community is the vision and seed of our store.” Each year four charities are designated as those that will directly benefit from the unique concept of Art N Soul on 101. This year downtown Encinitas’ own Community Resource Center will benefit, as will Guitars in the Classroom – a program that teaches teachers how to play guitar and then their knowledge and skills are passed along to their students. Also a beneficiary, ARTS, which stands for A Reason To Survive, is a Point Loma-based organization that uses art therapy programs for disadvantaged and/or marginalized children to build their self esteem through art and creativity. Lastly, The Storefront Shelter in Hillcrest is a home and multi-faceted program for homeless teenagers to reintegrate back into community and find and use survival skills. “Encinitas is so unique.” “It has preserved its identity and soul, but it has beautifully retained the beat.”
For Crystal Wells, who has lived and worked in Encinitas her whole life, understanding her clients at Detour Salon (www.detoursalon.com) (594 South Coast Hwy 101) comes from knowing her line of work and knowing her community. “Twenty-five years ago, being in business as a woman was not easy.” “The ‘good ‘ol boys were patronizing and unwilling to let me into their tight groups, but I stood my ground and led by example and what formed from that was my salon, which is one of the largest small business employers downtown,” stated Wells, whose philosophy is much different than most salons. “We hire on character and talent and I won’t allow stylists to bring their existing clientele to my salon because I will not take customers from another business.  It is up to me to build up a stylist’s customer base, not steal it from someone else.” “I have too much respect for other merchants trying to make it in business.”
In her spare time, which has actually turned into a full-time job, Wells is busy volunteering her time with Habitat for Humanity-NOLA, a New Orleans-based organization helping to rebuild the city after hurricane Katrina. “Although I grew up here with the perfect life of surfing, camping and living in a healthy culture, I recently bought a home in New Orleans because I believe in the rebirth of the city and surrounding parishes,” remarked Wells. “I am living in a gutted out school and I have a bed in an old classroom shared with other people while I fix up the home that I bought.” “I am there to service the people who have lost everything and I am helping rebuild a community and supporting the devastated lives of thousands of people.” “Money cannot buy what I have been blessed with since I have given of myself to New Orleans and I do not know how much longer I can keep up the pace of volunteering full time for this cause, but I am thankful that my staff at Detour supports my work there and that my management team successfully runs the salon while I am away.” “In essence, the customers of Detour are helping rebuild New Orleans through me.” “Most are not even aware of how they help, but they do, and I will always be grateful for their support.”    
What sets Dawn Singer apart from many others who offer Yoga in Encinitas is her donation-based Yoga Studio. Yoga Swami (www.yogaswami.com) (912 South Coast Hwy 101), is surrounded by organic gardens and sessions occur in a Yurt, a circular structure that provides beauty, comfort, and durability. Its circular design and spacious interior encourages both an active yoga practice as well as quiet contemplation. The "kula" or community setting with yoga mats facing toward the center is symbolic of both the inner center and the coming together of community.
Causes close to Singer’s center are the Green Yoga Association, which is a program geared toward teaching studio owners and yoga teachers how to practice lightly on the earth. Participants learn to consider the health and well-being of the planet with each decision, while making practical changes in support of a sustainable studio. Everything from using VOC-free paint and switching to PVC-free mats to using non-toxic cleaning products and providing filtered water are all changes being made by practicing studios. Yoga Swami also offers free organic garden composting workshops as a part of their continuing environmental education. “Since moving here after college, I have enjoyed Encinitas with its proximity to the ocean and Yogananda's Ashram.” “The vibrational energy here attracts souls seeking to raise consciousness in support of the greater world vision of peace and love,” commented Singer.
International Women’s Day, which will celebrate its 100-year anniversary in 2011, is an event held throughout the world to inspire women and celebrate their achievements. While there are many large-scale initiatives, a rich and diverse fabric of local activity connects women from all around the world ranging from political rallies, business conferences, government activities and networking events through to local women's craft markets, theatric performances, fashion parades and more.
For more information, please contact DEMA at (760) 943-1950 or visit their website at www.encinitas101.com.  

 
ABOUT DEMA
The DEMA MainStreet approach is a long-term effort to maintain and enhance Downtown Encinitas. In 2008, DEMA and its nearly 200 current business members and dozens of past members will celebrate its 20-year anniversary of revitalizing, restoring and promoting downtown Encinitas.
MainStreet is a revitalization strategy used in over 1,200 cities and 40 states. Developed by the National Trust for Historic Preservation's National MainStreet Center, the program encourages imaginative use of business and government resources to support local downtown and neighborhood commercial district revitalization efforts. The DEMA MainStreet approach is based on a National four point program and relies on eight guiding principles to produce fundamental change in traditional commercial business districts.
DEMA’s mission and mantra are dedicated to the Historic Preservation and renewal of Historic downtown Encinitas: "Downtown Encinitas - a place to Live, Work, and Play." It is a non-profit corporation and a part of a national association of MainStreet Cities.
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