VBJ November 22 Online

VOLUME 33, NUMBER 11 NOVEMBER 2022 

QUIET QUITTING: 

THE LATEST THREAT 

TO THE JOB FORCE 

BOYS & GIRLS CLUB OF 

SOUTHWEST COUNTY NAMES 

CLUBHOUSE AFTER TERRY 

GILMORE 

On October 15th, the Boys & Girls Club of Southwest 

County hosted their 30th Annual “Our Kids Rock” Gala 

at Pechanga Resort & Casino. The Auction and Dinner 

Fundraiser is one of Southwest Riverside County’s largest 

and most recognized events of the year, with over 600 

businesses and individuals who attend. 

By Ted Saul 

SEE PAGE 5 

SEE PAGE 22 

STAR POWER SHINES AT GRAND 

OPENING OF THE GALE WEBB, 

KIDS-R-#1, ACTION SPORTS PARK 

TEMECULA VALLEY CRAFTHOP 

NOVEMBER 11-13, 2022 

Enjoy signature drinks from our local breweries, meaderies & distilleries, 

and collect a free logo glass at each stop along the way. Temecula 

Valley is a destination that celebrates the makers of the community as 

much as their product and invites you to interact with them and their 

craft. No tickets are required for this self-guided tour! 

SEE PAGE 5 

The Gale Webb, Kids-R-#1, Action Sports Park, set to open this 

month, is the largest park of its kind in southern California featuring 

bike trails with over 30 obstacles for different skill levels including 

a bicycle playground and a 22,000 square-foot pump track. 

“This new action sports park in Menifee is unlike anything else 

in California,” said District 2 Councilmember Matt Liesemeyer. 

“We are excited for the community to enjoy this new, recordsetting 

amenity in our city.” 

This grand opening celebration will include sponsor booths with 

giveaways, food vendors, a special meet and greet with industry professionals, 

and free Kona Ice for the first 500 guests in line! 

SEE PAGE 18 

COMMUNITY 

THE NEXT LEVEL 

TOASTMASTER’S 

CLUB OPEN TO 

NEW GUESTS 

8 

HEALTH 

CONTACT LENSES 

17 

FINANCIAL 

PASS THROUGH 

ENTITY TAX 

18 

AND... 

SALUTE TO VETERANS 

PROGRAM & CONCERT 

EMPLOYEES MAY NOW TAKE 

12 WEEKS CALIFORNIA 

FAMILY RIGHTS

THE VALLEY BUSINESS JOURNAL 

2 www.TheValleyBusinessJournal.com 

November 2022 

TEMECULA HOSTS 

ANNUAL PATRIOTIC 

SALUTE TO VETERANS 

PROGRAM AND CONCERT 

Join the City of Temecula for the Annual Patriotic Salute 

to Veterans on FRI, NOV 11, 2022, at 6:00 pm in front of 

Temecula’s Civic Center (41000 Main Street). 

This free Veterans Day Concert 

will be open to the community as we 

honor all service members. A free 

boxed meal will be provided from 

5:00 pm to 6:00 pm in Town Square 

Park to the first 300 patrons in line. 

Bring your friends, family, and 

lawn chairs with some warm blankets 

to enjoy a fantastic concert under the 

stars in the beautiful City of Temecula. 

This event will include comments 

from City dignitaries, the presentation 

of military banners to recognize 

active military personnel from the 

City’s Military Banner Program, and 

a live performance by the orchestra. 

The highlight of the Veterans Day 

celebration is the 90-minute, professional 

concert, A Patriotic Salute to 

Veterans, performed by the Temecula 

Valley Symphony conducted by John 

Mario and Dr. Zun Hin Woo. Musical 

selections will include a program full 

of patriotic melodies, selections from 

various action films, and American 

favorites. 

Temecula Mayor Matt Rahn 

said, “The City of Temecula recognizes 

the personal sacrifices 

made by service members. Out of 

gratitude for their dedication to our 

country, we take pride in publicly 

honoring our Veterans. This annual 

celebration celebrates all servicepeople 

and their families, who 

bravely serve our Nation. We invite 

the community to come experience 

this unique patriotic gathering, 

show your deep appreciation, and 

honor our Veterans – The Temecula 

Way.” 

Stay tuned for more Community 

Services information, events, 

and updates by following Temecula 

Parks And Rec on social media, and 

by visiting our website at TemeculaCA.gov/TCSD.



www.TheValleyBusinessJournal.com 

3




In this issue: 

Quiet Quitting: The Latest Threat to the Job Force 1 

Boys & Girls Club of SW County Names Clubhouse After Terry Gilmore 1 

Temecula Valley CraftHop 1 

Grand Opening of the Gale Webb, Kids-R-#1, Action Sports Park 1 

Patriotic Salute to Veterans Program & Concert 2 

Murrieta 20th Anniversary Veterans Day Parade 6 

Murrieta Police Department Awarded $115,000 Grant to Road Safety 6 

Don’t Let FOG Drain Away Your Holiday Funds 7 

The Next Level Toastmaster’s Club Is Open to New Guests 8 

DigiFest® Temecula Opens Submissions 9 

5 Tips for Estate Planning Conversations 10 

Employees May Now Take 12 Weeks California Family Rights Act Leave 12 

EXECUTIVE PROFILE | Diane Strand 14 

Temecula Community Recreation Center Temporarily Closed for Renovation 15 

Notice Of Funding Availability (NOFA) For Community Block Grant Program 15 

Contact Lenses 17 

Pass Through Entity Tax 18 

EXECUTIVE PROFILE | Pat Utnehmer 19 

Chamber Events 21 

EDITOR/PUBLISHER/CEO 

Linda Wunderlich 

Email: publishertvbj@verizon.net 

Criteria for Submitting Articles: 

ADVERTISING SALES INFORMATION 

(951) 461-0400 

CREATIVE DIRECTOR 

Helen M. Ryan 

VP OF DISTRIBUTION 

Dane Wunderlich 


www.facebook/thevalleybusinessjournal 

For questions, comments, or story ideas, please 

e-mail publishertvbj@verizon.net or call (951) 461-0400. 

1. Since the publication of articles is an added public relations feature for our advertisers, their articles 

will be given first priority. Other articles will be published on a space available basis. 

2. Articles should be submitted as a Word document file. 

3. Articles must be business-oriented and pertain to the author’s area of expertise. A photo of the 

writer is appropriate. 

4. All submissions are subject to editing by the publisher. 

5. Send completed articles by e-mail to: publishertvbj@verizon.net 

6. Article and advertising deadlines are the 15th of each month for the next issue. 

STAFF WRITERS/ 

CONTRIBUTING WRITERS 

Gene Wunderlich 

Ted Saul 

Craig Davis 

Stefani Laszko 

James Laszko 

Nicole Albrecht 

Julie Ngo 

Tom Plant 

Esther Phahla 

Steve Amante 

Monique deGroot 

Andrea Shoup 

Gloria Wolnick 

John & Christine Hamby 

Brian Connors 

Dr. Pat Utnehmer 

Bonnie Woodrome 

Haley Munson 

Don Hitzeman 

Dione Moser 

Diane Strand 

Kim Gerrish 

Katie Cook 

The Valley Business Journal is a California Corporation. All rights reserved. Reproduction in any form, in whole or in part, 

without the written permission of the Publisher is prohibited. The publication is published monthly. The opinions and 

views expressed in these pages are those of the writer or person interviewed and not necessarily those of The Valley 

Business Journal. The Valley Business Journal hereby expressly limits its liability resulting from any and all misprints, 

errors and/or inaccuracies any advertisement or editorial may contain, to the credit of the specific advertising payment 

and/or the running of a corrected advertisement or editorial correction notice.




5 

Self Guided Tour 

1. Visit any or all of the participating locations and 

mention you would like to try their CraftHop special. 

While all locations are offering a signature drink as 

their item, some may also include a food item as well. 

2. You will receive a CraftHop glass with that location’s 

logo with your purchase. Experience all the participating 

location specials to collect all glasses. Hours vary by 

location. Please click on the logos below to link to each 

location’s website or social media channel. 

Participating Locations: 

36522 The Distillery at Oak Mountain 

(in Temecula Wine Country) 

8 bit Brewing Company in Murrieta 

Aftershock Brewing Company in Temecula 

Batch Mead in Temecula 

Galway Spirits Distillery in Temecula 

Garage Brewing in Murrieta 

Inland Wharf Brewing Company in Murrieta 

Ironfire Brewing Company in Temecula 

Oscar’s Brewing Company in Temecula 

Refuge Brewery in Temecula 

Relentless Brewing Company in Temecula 

Stone Church Brewing in Temecula 

Temecula Brewing Company in Temecula 

Wild Barrel Brewing in Temecula




The City of Murrieta is 

proud to celebrate the 

20th anniversary of its 

Veterans Day Parade! 

Join us on Friday, November 11, for 

a patriotic celebration throughout 

Downtown Murrieta. 

At 10 a.m., the event will kick off 

with the singing of the national anthem 

and, hopefully, a military flyover. The 

parade will then start on Washington 

Avenue and conclude at Town Square 

Park (11 Town Square, Murrieta, CA 

92562) with the Murrieta Rotary’s Field 

of Honor. 

This year, the City is excited to 

feature all three Murrieta high school 

marching bands and JROTC groups, in 

addition to other schools in the region, 

in the parade. 

The parade will be kicked off by 

this year’s grand marshal, Congressman 

Darrell Issa. 

“This event is woven into the fabric 

of our community and showcases how 

patriotic Murrieta is. For 20 years, our 

residents have come together on Veterans 

Day to honor and celebrate those who 

have served in the military. This event exemplifies 

the support Murrieta residents 

have for our military, and I am honored 

to select this year’s grand marshal, Congressman 

Darrell Issa,” shared Murrieta 

Mayor Jonathan Ingram. 

The Field of Honor, organized by 

the Rotary Club of Murrieta, will feature 

more than 2,000 full-sized American 

flags honoring both local and national 

heroes. The City of Murrieta is proud 

to sponsor the Field of Honor and support 

the majestic and moving display of 

flags honoring those who have served 

and those who have paid the ultimate 

sacrifice. 

Field of Honor will be displayed at 

Town Square Park from Saturday, November 

5, until Sunday, November 13. 

Let's line the streets with patriotism 

as we unite for our veterans! If your 

group, business, or organization would 

like to participate in the parade, please 

visit tinyurl.com/VeteranParade. 

Questions about the parade or 

participating? Please contact the City’s 

Community Events Coordinator, 

Laura Frasso, at (951) 461-6110 or 

LFrasso@MurrietaCA.gov. 

Murrieta Police Department Awarded $115,000 Grant to Deter 

Unsafe Behaviors, Increase Safety on Roads 

Thanks to a $115,000 grant, the 

Murrieta Police Department will 

increase patrols throughout the community 

and provide other traffic safety 

programs to help reduce the number 

of serious injuries and deaths on city 

roadways. 

“This grant funding allows us to 

support our continuing traffic safety 

efforts in the community,” Murrieta 

Police Department Chief Tony Conrad 

said. “Our intent is to curtail the 

most unlawful and dangerous driving 

behaviors that put people at risk and 

create a safe environment for everyone 

traveling our roadways.” 

The grant will provide additional 

programs and resources for Murrieta 

PD, including: 

• DUI checkpoints and patrols focused 

on stopping suspected impaired 

drivers. 

• High visibility distracted driving 

enforcement operations targeting 

drivers in violation of California’s 

hands-free cell phone law. 

• Enforcement operations focused on 

the most dangerous driving behaviors 

that put the safety of people biking or 

walking at risk. 

• Enforcement operations focused on 

top violations that cause collisions: 

speeding, failure to yield, stop sign and/ 

or red-light violations and improper 

turning or lane changes. 

• Collaborative enforcement efforts with 

neighboring allied agencies. 

• Officer training and/or recertification: 

Standard Field Sobriety Test (SFST), 

Advanced Roadside Impaired Driving 

Enforcement (ARIDE) and Drug Recognition 

Expert (DRE). 

The grant program will run through 

September 2023. 

Funding for this program was provided 

by a grant from the California Office 

of Traffic Safety, through the National 

Highway Traffic Safety Administration. 

For more information about the 

Murrieta Police Department, visit their 

website at www.MurrietaPolice.org.




Don’t Let FOG Drain Away Your Holiday Funds! 

Properly dispose of any fats, oils, and grease (FOG) to prevent clogged drains. 

7 

“ 

Even small amounts of 

fats, oils, and grease that 

are poured down drains 

can create blockages 

that result in expensive 

plumbing repairs. 

Holidays are a time to rejoice in the company 

of loved ones enjoying amazing food. Unfortunately, 

that holiday cheer can quickly turn to doom 

and gloom when clogged drains become an issue. 

Most of the amazing holiday food that we 

consume such as meats, sauces, gravies, salad 

dressings, butter, frosting, and batter/dough can 

create havoc when disposed of improperly. Even 

small amounts of fats, oils, and grease that are 

poured down drains can create blockages that 

result in expensive plumbing repairs. 

To prevent expensive plumbing repair bills, we 

recommend the following FOG management tips: 

• Fully scrape off all food debris from all utensils 

and dispose of into your organics bin or as 

required by your local city or jurisdiction. 

Visit www.emvwd.com for information. 

• Dry wipe any residual fat, oil, or grease on pots, 

pans, or other utensils using a paper towel to 

minimize the amount of FOG that goes down 

your drains. Dispose of the used paper towel 

in the trash. 

• Pour cooled cooking oil or congealed shortening 

or lard into a container such as a used jar 

or can with a tight-fitting lid and throw away 

into the trash. 

Following the recommendations above, can 

prevent a costly sewer pipe clog repair. Ensure that 

wastewater flows smoothly down your drains by 

taking preventative action. Consider having your 

home’s sewer pipes professionally cleaned by a 

plumber once a year to further prevent any issues




The Next Level Toastmaster’S Club 

Is Open to New Guests and 

Prospective Members 

By Diane Piela 

Don’t procrastinate any longer. Now with people. Toastmasters provided an 

is the time to develop your speaking organized educational model to do this. 

skills! 

“Before Toastmasters my mind was 

The Next Level Toastmaster’s Club always racing and my ideas were more 

(www.7160293.toastmastersclubs.org) scattered. Now I think and convey my 

invites you to be their guest to break thoughts in a more organized way. 

down communication barriers not budgets. 

Members and guests meet weekly to story and all stories, much like speeches 

The very best ideas always have a 

grow their speaking and leadership skills. in Toastmasters, have a beginning, middle 

and end. Drawing these parallels has 

Most people want to be better communicators 

but they don’t know how or where allowed me to become a more effective 

to start. The Next Level Toastmaster’s communicator, especially during interviews. 

I can market myself and my 

Club members will help and support you 

as you experience remarkable growth business in a more natural and straightforward 

way. I actually earn increased 

that will leave you feeling amazed with 

your progress! 

income from journalism and speaking,” 

The club meets every Thursday, says Brahm. 

12:10-1:10 PM at 29995 Technology Brahm Shank is a rising entrepreneur 

Drive, Suite #203, Murrieta, California and technologist who owns his own business, 

“Carbon Consulting.” His mission 

92563. They also meet at the same time 

on Zoom for those who can’t attend in statement is,” To propel your business 

person. Zoom ID 820 4926 8435.For forward via a rewarding bond that fosters 

more information, contact Diane Piela innovative and unique digital marketing 

at diane@dianespeaks.com or 951 723 content for effectively communicating 

7691. 

the DNA of your business and what sets 

Toastmasters has helped me to speak it apart from the rest.” He is a brilliant 

with purpose. It has helped me to convey example of how you can grow in Toastmasters 

and apply what you have learned 

more with less words. I can speak more 

clearly and with greater conviction. I to your personal life, your career, or even 

have learned how to effectively articulate your own business! 

ideas and establish value behind them” Toastmasters International is a nonprofit 

educational organization that helps 

says Brahm Shank, President of The Next 

Level Toastmaster’s Club. Brahm is an members improve public speaking and 

excellent example of why 

leadership skills. It does this through a 

Toastmasters is relevant to all ages worldwide network of >300,000 members 

in > 14,000 clubs in >140 countries. 

and all walks of life. He became a member 

when the club first chartered in 2018 Since 1924, Toastmasters International 

by sponsors John Grant, DTM and Diane has helped people from diverse backgrounds 

become more confident speak- 

Piela DTM, QS. At 18 years old, he 

spotted The Next Level ad in the Valley ers, communicators and leaders. To 

Business Journal. A longtime tech analyst maximize your potential and experience 

and marketing professional, Brahm has unlimited growth, visit a Toastmaster’s 

always enjoyed sharing his knowledge Club near you! 

“ 

The club meets every Thursday, 

12:10-1:10 PM at 29995 Technology 

Drive, Suite #203, Murrieta, California 

92563. They also meet at the same 

time on Zoom for those who can’t 

attend in person. Zoom ID 820 4926 

8435.For more information, contact 

Diane Piela at diane@dianespeaks. 

com or 951 723 7691.




DigiFest ® Temecula Opens Submissions 

By Yanessa Hernandez 

9 

DigiFest® Temecula, the 7th annual 

three-day digital arts event has opened 

up its submissions for the 2023 competition. 

The international, Temecula-based 

festival will take place on April 21, 22, 

and 23, 2023. 

This year’s theme is Level Up 

Your Creativity! JDS Creative Academy 

has the planning underway for this 

award-winning event. As celebrators of 

the arts, JDSCA showcases everything 

digital from film/video, photography, and 

stop motion to graphic design, animation, 

music, podcasts, and many more digital 

mediums. 

Each year, DigiFest® Temecula 

levels up its event to represent the digital-arts 

community so digital creators can 

level up their creativity. 

When the Temecula Film Festival 

disbanded, Diane Strand, founder of DigiFest® 

Temecula and co-founder of JDS 

Creative Academy, felt inspired to fill 

the void left behind, and thus DigiFest ® 

Temecula was born. It was created to 

construct an artistic, educational, and 

inclusive space in the community, allowing 

everyone to gather to be a part of the 

digital magic. 

In 2017, the event came to fruition 

and has since become a staple in the Temecula 

Valley, bringing in interest from 

all over the world. As an acclaimed festival 

with low, affordable fees, DigiFest® 

is able to achieve its mission of making 

art accessible to all. 

Judges are from all the mediums 

in the digital industry and represent all 

aspects of working industry professionals. 

This industry professional panel is 

hand-selected by the DigiFest® team. 

The three-day festival gives artists the 

experience of having their work judged 

professionally, giving them new insights 

into how the world of competition works. 

Winning an award is an excellent 

way to boost artist resumes, giving more 

opportunities to present at different 

festivals and launch careers. Artists can 

submit at the student, amateur, or professional 

levels, allowing for all skill levels 

to be represented. 

DigiFest® Temecula submissions 

opened on October 1. The early deadline 

to submit digital work is January 

23, 2023; the late deadline is March 6, 

2023. Digital artists who submit their 

work will receive a 15% discount code 

to purchase tickets to attend the three-day 

digital experience. 

By attending, they can interact and be 

inspired by A-List industry professionals, 

and other digital artists from California, 

network with creatives, educators, and 

industry stakeholders, and learn more 

about the industry. Submissions can be 

made via DigiFestTemecula.org. 

JDS Creative Academy is thrilled to 

be hosting DigiFest® Temecula for its 

7th year and welcomes all digital artists 

and art lovers. Mark your calendars and 

save the date for April 21, 22, and 23 - 

it’s time to level up your creativity! For 

more information, visit DigiFestTemecula.org 

or call (951)296-6715. 

“ 

Each year, 

DigiFest Temecula 

levels up its event 

to represent the 

digital-arts 

community so 

digital creators 

can level up their 

creativity.




5 Tips for Estate Planning Conversations 

If you have aging loved ones, you 

know how pressing it feels to make 

sure their affairs are in order if they 

were to pass away. Unfortunately, 

your parents or grandparents may not 

feel the same urgency that you feel. 

Maybe they are not educated 

on how important it is to create an 

estate plan. Or perhaps they think 

you’ll take care of everything after 

they pass. 

Either way, it’s vital to have critical 

conversations with your aging 

loved ones about estate planning. 

5 Tips to Starting a Conversation 

About Estate Planning 

Broaching the topic of estate planning 

will show your loved ones how 

much you care for them and their wellbeing. 

You want to be sure that everything 

they worked hard for goes exactly where 

they want it to go after they die. 

Gather for a family meeting to discuss 

the essentials of estate planning: 

1. Start with Simple Questions: Warm 

up to the conversation by asking 

standard questions. For example, do 

you have a will? When did you last 

update your will? Who is qualified 

to make medical decisions on your 

behalf? Does anyone have access 

to your bank account to act in your 

name if necessary? 

2. Make It a Recurring Conversation: 

Estate planning is not just a oneand-done 

conversation. Even if your 

family member has an estate plan, 

it should be revisited and updated 

periodically. Choose Memorial Day 

or the 4th of July to make a note of 

discussing their estate plan. 

3. Lead with Empathy: Let your loved 

one know you care by following up 

on other equally important topics 

like their health and social life. 

Then teach them about potential 

financial scams. When they see 

how much you care about their 

overall wellness, they will be 

open to questions and reminders 

you have about estate planning. 

4. Offer Research and Information: 

Discuss with your parents what 

could happen if they die without 

a will and their estate enters 

probate. Show them how estate 

planning is just as essential as 

making funeral plans or naming 

beneficiaries for a life insurance 

policy. 

5. Meet with an Estate Planning 

Lawyer: If you hit a wall when 

discussing the topic, contact a 

professional to discuss the importance 

of having an estate plan. 

Sometimes an expert outside of 

the family is better received. 

If you find it challenging to 

broach the subject with your aging 

loved ones, Shoup Legal is here to 

help you through every step of the 

estate planning process. Give us a call 

(951) 455-4114 or email us at info@ 

shouplegal.com. 

“ 

Broaching the topic 

of estate planning will 

show your loved ones 

how much you care for 

them and their wellbeing. 

You want to be 

sure that everything 

they worked hard for 

goes exactly where 

they want it to go 

after they die 

SHOUPLEGAL.COM 

LEGAL 

by by 

Andrea Steve Fillingim Shoup


QUIET QUITTING 

CONTINUED FROM PAGE 1 



11 

The pandemic and cultural changes 

have made it difficult to find, retain 

and motivate great employees. “Quiet 

quitting” is the latest challenge for the 

employer. Quiet quitting is simply doing 

a job just enough to get by. There is no 

stretching of one’s self, putting in extra 

effort when needed to provide customer 

satisfaction or thinking beyond the 

current role. This can affect employees 

waiting for retirement and early career 

workers just staring out. 

There is hope for both though. Employers 

can provide a program of career 

development and opportunity which will 

encourage employees to engage. Those 

new to the work environment can use 

help on how to move forward and make 

their job a career. Coaching can help draw 

out from the employee ideas they may not 

have had in the past. This guidance can 

come from long-term employees providing 

them with purpose and a chance to 

leave a legacy when they do retire. There 

is risk of losing some employees but how 

better to be known as a company where 

growth, finding talents and putting their 

skills to work is encouraged. Rewards 

and recognition may improve morale 

igniting a new passion about the business 

too. A little study by management will 

uncover what rewards besides money 

will motivate employees. This may 

include flexible work hours, additional 

time off and even tele-commuting for 

the appropriate job. Creativity will be the 

key for employers to rebuild excitement 

about coming to work each day. 

If as an employee one finds themselves 

in the position of quietly quitting 

or feeling bored, there are some steps they 

can take. Start by examining where you 

are in your career. Is this the job you have 

always wanted? If not think about what 

holds you back. Talk to your manager 

about what steps can be taken that might 

include training to learn new skills or job 

sharing within the company. Come up 

with new ideas on how to carry out the 

work of the business more efficiently. 

Expand the breadth of your career by 

writing about it or look for opportunities 

to speak in places like schools. To retain 

and find more satisfaction in the job, 

both the employee and employers must 

start the process of setting goals that are 

reasonable and attainable. Companies 

are spending large amounts of money to 

eliminate quiet quitting using consulting 

firms but some of this can be home grown. 

Ted Saul is a business coach and 

writer that assists with Business Plans, 

Project Management and Career Management. 

He earned his MBA from Regis 

University along with a Masters in project 

management. Ted can be reached on 

LinkedIn or by emailing TedSaulbiz@ 

gmail.com.




Employees May Now Take 12 Weeks California Family Rights Act Leave 

to Care for a Designated Person 

By Donald W. Hitzeman, Esq. 

On September 29, 2022, Governor 

Gavin Newson signed AB 1041, 

expanding an employee’s right to take 

up to 12 weeks of protected unpaid 

leave from work to care for a person 

designated by the employee, starting 

January 1, 2023. 

The California Family Rights Act, 

originally enacted in 1993, was amended 

in 2020 to expand the definition of 

employer to those employing five or 

more employees, effective January 

1, 2021. 

The CFRA makes it an unlawful 

employment practice for a California 

employer with five or more employees 

to refuse to grant a request from 

an employee who meets specified 

requirements to take up to a total of 

12 workweeks of protected leave from 

work in any 12-month period to care 

for their own medical condition or that 

of a family member. 

During this leave period, an employee 

could be required to use Paid 

Family Leave benefits, sick leave for 

their own condition, or accrued vacation 

pay, while the employer is required 

to continue to pay for the employer 

portion of any group medical insurance 

benefit. 

As of January 1, 2023, this latest 

legislation expands the class of people 

for whom an employee may take CFRA 

leave to care for to include a designated 

person. Government Code section 

12945.2 defines “designated person” to 

mean: “any individual related by blood or 

whose association with the employee is 

the equivalent of a family relationship.” 

The employee is permitted to identify 

the designated person at the time 

the employee requests the leave. Interestingly, 

the changes to the law do not 

define what is meant by “the equivalent 

of a family relationship,” so there may 

be some level of subjectivity and even 

confusion created by this ambiguity until 

either the legislature or the courts further 

define this term. 

The law allows an employer to limit 

an employee to one designated person per 

12-month period for CFRA family care 

and medical leave. Preferably, this should 

be done in writing before leaves under 

the CFRA are requested. At the very 

least, however, this limitation should be 

put in writing to an employee requesting 

this leave when the designated person 

is identified by the employee when requesting 

leave. Employers would do well 

to amend their employee handbook to 

include this limitation, or at least put out 

a written policy to employees outlining 

the limitation. 

The author, Donald W. Hitzeman, 

a shareholder with Reid & Hellyer, A 

Professional Corporation, is an experienced 

Business Law Litigator and 

Transactional Attorney. He has over 

38 years of legal experience, including 

advising business owners and operators 

on employment issues, as well as general 

business litigation, transactional matters 

and estate planning. He may be reached 

at his Murrieta office at (951)695-8700 

or dhitzeman@rhlaw.com. 

“ 

Employers would do 

well to amend their 

employee handbook 

to include this limitation, 

or at least put 

out a written policy to 

employees outlining 

the limitation. 

Don Hitzeman




13




EXECUTIVE PROFILE | Diane Strand 

Through hard work, determination and dedication Diane 

Strand alongside her partner, Scott Strand, in both Life and 

Business, have built three successful JDS entities; Multi Awarding 

JDS Video & Media Productions, Inc., /dba: JDS Actors 

Studio and the Award winning nonprofit 501c3 JDS Creative 

Academy which altogether make up JDS Studios. Diane is 

the Executive Producer of Riverside County’s first news and 

information broadcasted TV Show, Diane is also the founder 

of Temecula’s Biggest Digital Media Festival and Competition 

DigiFest Temecula now in its 6th year. 

AFFILIATIONS: 

Diane is honored to be the 1st 

Vice President of Southwest Economic 

Development Coalition, an 

appointed board member, by 3rd 

District Supervisor Chuck Washington 

for Riverside County Workforce 

Development, the Chair for Southwest 

Riverside County Workforce 

Committee, JDS Creative Academy’s 

Founder, Executive Director 

and Board President. In addition, 

JDS Inc. and JDS Creative Academy 

are each members of the Temecula 

Valley Chamber of Commerce 

and the Economic Development 

Coalition. JDS Creative Academy 

is a member of Visit Temecula and 

Diane is the 2020 Xenia award recipient 

for Ambassador of the year. 

JDS is proud of the partnerships with 

The State of California with our apprenticeship, 

Inland Regional Center 

with our Title 17 program design and 

the City of Temecula with DigiFest 

Temecula. 

LIFE & BUSINESS 

PHILOSOPHY: 

Dream Big, Show Up, Work 

Hard, Take Risks, Say Yes, have 

Integrity, Never say Never, You only 

really fail if you quit, Give Back, 

Share your Knowledge, Tell your 

Story, Family, Community, Be Professional, 

and Kindness Matters. “I 

haven’t come this far to only come 

this far!” H.O.P.E Help One Person 

Everyday! 

GOALS: 

I plan to continue to provide 

opportunities to those who want to 

find a career in visual, performing 

and digital arts, in all populations: 

mainstream, and those with developmental 

disabilities and autism. 

Expanding workforce opportunities, 

bringing community together 

through the arts, continuing to grow 

JDS Creative Academy’s 3-day Digifest 

event, continuing to work with 

our valued JDS Inc. clients helping 

them market and communicate their 

business, launching actors into the 

mainstream entertainment industry, 

cheering on my amazing three Children 

– as they develop into productive 

adult humans and one day retiring on 

the beach somewhere south of here with 

my husband. 

MENTORS: 

I have had several, and new mentors 

enter my orbit every day. I try to 

glean something from every interaction 

I have, even those I mentor, I learn and 

grow from them just as much, as those I 

collaborate with and observe and glean 

influence from a far. I have my Dad’s 

strong work ethic, just keep plugging 

away by showing up, while in college, 

I learned Business 101 from one of 

my first Boss, who was a CPA, and 

I learned TV Production working for 

some amazingly talented individuals 

working on A list shows in the entertainment 

industry. My husband ignites 

my entrepreneurial spirit, and supports 

me so I can be strong, my JDSCA board 

who share the vision, and the business 

professionals in my community that I 

partner with and admire. 

FAVORITE READING: 

Scripts and Periodicals. I read a lot 

for work so I don’t read a lot for pleasure….. 

I am a TV Girl. My “Must See 

TV” Show still to this day is General 

Hospital. I have been watching it for 

40 plus years. The only time I did not 

watch the show, was the year I worked 

on the directing team for the show. I 

was reading scripts two weeks ahead 

of what aired. 

RESUME: 

General Hospital, Friends, Veronica’s 

Closet, Warner Bros., Universal 

Studios, The Walt Disney Company: 

Disney Channel, Built the HD Control 

Room at Staples Center, the DNC 2000, 

HBO Pay Per View, and Independent 

Production Companies. Current Diane 

is a bestselling author on entrepreneurship, 

and she just launched her second 

book on Breaking into the Industry as 

an Actor called Show Business. She 

is President of JDS Video & Media 

Productions, Inc. founded in 2003, 

Producer at JDS Actors Studio founded 

2010, launching over 100 careers in the 

industry, Founder, Executive Director 

and Program Director for JDS Creative 

Academy founded in 2014, the 

Executive Producer for JDS Creative 

Academy’s Award-Winning TV 

show Spirit of Innovation and the 

Founder of DigiFest Temecula. 

BIRTH PLACE: 

Detroit, Michigan




15 

Temecula Community Recreation Center 

Temporarily Closed For Renovation Project 

Notice Of Funding Availability (NOFA) 

For TheCommunity Block Grant Program 

(DDBG) FY 2023/2024 

The Temecula Community Recreation 

Center (CRC), located at 30875 

Rancho Vista Road, is preparing for 

some much-needed major renovations 

and facility enhancements. The CRC 

has closed to the public temporarily 

while staff prepare the building for 

construction. Renovations are set to 

begin at the end of October 2022, and 

consists of three separate phases. 

This first phase will include a 

new roof, new flooring throughout the 

facility, improvements to the kitchen, 

and ADA upgrades. These repairs and 

renovations are quite extensive, and 

the facility is not scheduled to re-open 

until the completion of the first phase 

in the Spring of 2023. The facility will 

have to shut down for the subsequent 

phases, but those dates are yet to be 

determined. 

Most of the programs at the CRC 

have been moved to other facilities or 

will pause until the building reopens in 

the Spring of 2023. Temecula’s CRC 

is the home of the Teen Zone which 

will now be operating on Tuesdays 

from the Ronald H. Roberts Temecula 

Public Library (30600 Pauba Road). 

The Teen Zone will also meet on select 

Thursdays outside at the Temecula Skate 

Park (42569 Margarita Road). The Teen 

Zone calendar with all dates and activities 

can be found online at TemeculaCA. 

gov/TeenZone. The basketball gym will 

remain closed and the programs that took 

place in the gym will be paused until the 

reopening. 

These renovations will refresh, maintain, 

and update Temecula’s CRC so that 

we can better serve our community. We 

thank our residents and visitors for their 

patience and understanding during this 

fall to spring season. We look forward 

to welcoming you back in the new year! 

For more information, please call 

951-694-6480, and stay tuned for more 

in Community Services information by 

following @TemeculaParksAndRec on 

social media. 

On an annual basis, the City releases 

a Notice of Funding Availability (NOFA) 

for use of the grant funds from the U.S. 

Department of Housing and Urban Development 

(HUD). The funding objectives 

are to develop viable communities 

through public/private partnerships by 

providing decent affordable housing, a 

suitable living environment, and expanded 

economic development opportunities 

principally for persons of low and moderate 

income. 

The City of Menifee is pleased to 

announce the release of its FY 2023/2024 

Community Development Block Grant 

(CDBG) Applications. 

An information booklet explaining 

the federal and local goals for the CDBG 

Program, outlining eligible activities, 

eligibility criteria, and including the 

required application with completion 

instructions is in the City’s website: 

https://www.cityofmenifee.us/421/Programs-and-Grants. 

City staff is available to answer 

questions related to this NOFA and provide 

technical assistance to any agency 

wishing to apply. 

All applications must be received 

no later than 1pm, Friday, December 

16, 2022. 

For more information, please contact 

Edna I. Lebrón, Sr. Management Analyst, 

City of Menifee at (951) 723-3713 or 

elebron@cityofmenifee.us.



16 November 2022


Contact Lenses 

by Pat Utnehmer 



17 

Have you ever wanted to change 

your eye color? When it’s warm and 

you don’t want to deal with glasses 

slipping or fogging up would you like 

another option? Are there activities that 

you participate in that glasses aren’t a 

comfortable choice? Many people don’t 

realize that they may be great candidates 

for contact lenses 

Contact lenses prescribed by a licensed 

Doctor of Optometry are worn 

safely and comfortably by millions of 

people worldwide and have a long history 

of providing wearers with a safe 

and effective form of vision correction. 

While contact lenses provide many vision 

benefits, they are not risk-free. Your 

Doctor of Optometry can help you better 

understand how to get the full benefits 

of your contact lenses and reduce your 

chances of developing problems. 

Contact lens-related eye infections 

and other injuries can lead to long-lasting 

damage but often are preventable. Clean 

and safe handling of contacts is one of 

the easiest and most important measures 

patients can take to protect their vision. 

Hygiene is the most important aspect of 

successful long-term contact lens wear. 

Many common contact lenses care 

mistakes, including failing to clean and 

store lenses as directed by a Doctor of 

Optometry and sleeping while wearing 

contacts, can increase the chance of 

getting bacteria in the eyes and causing 

infection. Serious eye infections can lead 

to blindness and affect up to one out of 

every 500 contact lens users per year, and 

even minor infections can be painful and 

disrupt day-to-day life. 

All contact lenses, even purely cosmetic 

ones, are considered a medical 

device and require a prescription. If contact 

lenses are right for you, your Doctor 

of Optometry will provide you with the 

lenses, lens care kits, individual instructions 

for wear and care and follow-up 

visits over a specified time. 

What about makeup and contact 

lenses? You can wear contacts and cosmetics 

safely and comfortably together 

by following these helpful tips: 

• Put on soft contact lenses before applying 

makeup. 

• Put on rigid-gas permeable (RGP) 

lenses after applying makeup. 

• Avoid lash-extending mascara, which 

has fibers that can irritate the eyes. Also 

avoid waterproof mascara, which cannot 

be easily removed with water and 

may stain soft contact lenses. Replace 

mascara at least every three months. 

• Avoid applying eyeliner along the watermark 

of the eyelid. 

• Remove lenses before removing makeup. 

• Choose an oil-free moisturizer. 

• Don’t use hand creams or lotions before 

handling contacts. They can leave a 

film on your lenses. 

• Use hairspray before putting on your 

contacts. If you use hairspray while 

you are wearing your contacts, close 

your eyes during spraying and for a 

few seconds after. 

• Blink your eyes frequently while using 

a hair drier to keep your eyes from 

getting too dry. 

• Keep false eyelash cement, nail polish 

and remover, perfume and cologne 

away from lenses. They can damage 

the plastic. 

• Choose water-based, hypoallergenic 

liquid foundations. Cream makeup may 

leave a film on your lenses. 

Contact lens prescriptions generally 

expire on a yearly basis, unless otherwise 

determined by your Doctor of Optometry. 

Prescriptions for contact lenses and glasses 

may be similar but are not interchangeable. 

Seeing your Doctor of Optometry 

annually for an in-person, comprehensive 

eye exam will not only assess your vision 

and need for updated prescriptions, but 

it may also help identify and lead to a 

diagnosis of other health concerns such 

as hypertension and diabetes. 

Come in and see us for a comprehensive 

eye exam and discuss personalized 

options for your eyes. 

Dr. Patrick Utnehmer, Promenade Optometry 

& Lasik, (951) 296-2211. 

“ 

Many common contact lenses care mistakes, 

including failing to clean and store lenses 

as directed by a Doctor of Optometry and 

sleeping while wearing contacts, can increase 

the chance of getting bacteria in the eyes 

and causing infection. 

Visit us on Facebook: 

@ thevalleybusinessjournal




Pass Through Entity Tax 

GRAND OPENING OF SPORTS PARK 


Event highlights include: 

• Gale Webb Dedication Ceremony & 

Ribbon Cutting 

• Industry Exhibition Entertainment 

• Sponsor Showcase and Giveaways 

The park is named for Gale Webb, 

a long time Menifee resident who inspires 

and encourages youth through her 

nonprofit organization, Kids-R-#1. Gale 

has overcome tremendous adversities 

with poise and persistence. Following 

a parachute accident, doctors told her 

that she would never walk again. Gale 

proved them wrong and has gone on to 

make a grand impact in the action sports 

industry from BMX to Motorcross and 

has been a mentor for kids of all ages. 

“Over the last 40 years, Kids-R-#1 

has reached millions of kids with a 

unique combination of positive messaging 

and action sports demonstrations,” 

said Webb. “I am honored that the City 

of Menifee is naming this new action 

sports park after me and my organization.” 

Sponsors of the grand opening 

event will include Vans, Former BMX 

Pro Eddie Fiola, Cahuilla Creek MX 

Park, Rad Designs 1986, Langston 

Motorsports, Asterisk, FOX, Imagine 

It Graphics, Stasi Cycles, Troy Lee Designs, 

and PowerFlex. 

For more information about this 

event or any future special events, contact 

the Community Services 

Department at cityofmenifee.us/specialevents, 

email communityservices@ 

cityofmenifee.us, or call 951-723-3880. 

ABOUT MENIFEE: Situated in the 

heart of southern Riverside County along 

Interstate 215, Menifee is a vibrant, new 

city of more than 100,000 residents who 

enjoy a pleasant year-round climate, 

abundant recreational offerings, reasonably 

priced housing, and convenient 

proximity to some of Southern California’s 

premier attractions and employment 

centers. Within its 50 square miles, Menifee’s 

business, retail, and entertainment 

outlets are starting to shape the community’s 

character and this growing economic 

base is also contributing favorably to the 

city’s strong financial position. Menifee’s 

growing family-oriented population 

values the city’s ongoing commitment 

to public safety, community events, and 

smart growth for the future. All of these 

elements are working together to support 

the city’s strategic vision to make Menifee 

one of the state’s most promising 

new cities. 

Maybe the least popular change 

brought about by the Tax Cuts and Jobs 

Act (TCJA) was a first-ever cap on the 

federal personal income tax deduction for 

state and local taxes. From 2018 through 

2025, the TCJA caps itemized deductions 

for state income taxes (or general sales 

taxes if elected instead of income taxes), 

state real property taxes, and personal 

property taxes at $10,000 (known as the 

SALT cap). 

Thus, for example, if you live in 

a high-tax state such as California or 

New York and owe $10,000 or more in 

property tax, that tax alone uses your 

$10,000 deduction. You’ll get no federal 

deduction for the substantial state income 

taxes you doubtlessly pay. 

But suppose you’re an owner of a 

pass-through entity such as a partnership, 

multi-member LLC, or S corporation. In 

that case, there could be a way for you 

to get around the $10,000 SALT cap by 

electing to have your pass-through business 

pay federal income tax on its profits 

at the entity level. 

A majority of states have enacted 

pass-through entity taxes (PTE taxes). 

In these states, pass-through owners 

can elect to have their entity pay the state 

income tax due on the entity’s business 

income that its owners would otherwise 

pay. The entity then claims a federal 

business expense deduction for the state 

income tax payments. The $10,000 SALT 

cap does not apply to taxes imposed at 

the business-entity level, such as income 

taxes imposed on pass-throughs. 

Depending on the state where the 

owners live, they either get a state tax 

credit for the state tax paid by the entity 

or exclude from their income for state 

personal income tax purposes their 

distributive share of the pass-through’s 

taxable income. 

Either way, the owners benefit from a 

federal deduction for all the state income 

tax due on their pass-through income, 

even if it is far more than the $10,000 

SALT limit. 

You can do this. The IRS gave its 

seal of approval to PTE taxes in a Notice 

issued in November 2020. 

Unfortunately, not all business 

owners can benefit from the PTE. As 

mentioned above, it’s only for business 

entities that are subject to pass-through 

taxation. These include multi-member 

LLCs, partnerships, single- and 

multi-owner S corporations. You’re out 

of luck if you’re a sole proprietor or an 

owner of a single-member LLC. 

To date, 29 states have enacted passthrough 

entity (PTE) taxes that can enable 

owners of pass-through entities such 

as partnerships, multi-member LLCs, and 

S corporations to effectively get around 

the federal $10,000 limit on deducting 

state and local taxes (SALT). 

The 29 states are: 

Alabama 

Arizona 

Arkansas 

California 

Colorado 

Connecticut 

Georgia 

Idaho 

Illinois 

Kansas 

Louisiana 

Maryland 

Massachusetts 

Michigan 

Minnesota 

Mississippi 

Missouri 

New Jersey 

New Mexico 

New York 

North Carolina 

Ohio 

Oklahoma 

Oregon 

Rhode Island 

South Carolina 

Utah, Virginia 

Wisconsin 

PTE tax legislation is pending in 

Iowa, Pennsylvania, and Vermont. 

If your pass-through business is 

located in one of these states, you may 

be able to save thousands of dollars in 

federal income taxes by electing to have 

your PTE pay the state tax due on its 

income at the entity level instead of you 

paying your share of such taxes on your 

personal return. Reason: When your PTE 

pays such taxes, it may deduct them in 

full because it is not subject to the individual 

$10,000 SALT limit. 

Unfortunately, every state’s PTE tax 

regime is different. Before your PTE 

makes a PTE tax election, all its owners 

must understand the issues involved. 

These include: 

• Is your PTE eligible for a PTE tax 

election? 

• What percentage of ownership is required 

to make the election? 

• What’s the deadline for the election? 

• Are estimated PTE taxes due? 

• How much is the PTE tax? 

• Does your state give electing PTE owners 

a tax credit or income exclusion? 

• How are non-resident PTE owners 

treated? 

If you have any questions on the PTE or 

need my help, don’t hesitate to call us at 

951-633-1040. Elite Tax Partners, Inc. 

FINANCIAL 

NIcole Albrecht




19 

EXECUTIVE PROFILE | Pat Utnehmer 

I grew up in a small town in Wisconsin with six brothers and 

sisters, so when I found Rancho California in 1986 I felt right at 

home. 

Being one of the first eye doctors 

in town made it pretty easy to stay 

busy right away. Dr Bob Beck was 

the only dentist in town and he 

invited me to go down to Loreto 

Mexico for weekend medical clinics. 

This was fun because we flew 

right out of the old airport which 

used to be parallel to Diaz road on 

the west side of the 15 freeway. I 

had just gotten my pilots license so 

this flying doctors thing was right 

up my alley. That’s been going on 

for thirty-three years and we were 

just there last May. 

Haiti is also another great place 

that needs medical help so when Dr 

Walt Combs asked me to go there 

thirty years ago I jumped in and 

have enjoyed serving there with 

that group of doctors ever since. 

My wife Bonnie comes on every 

trip too and works harder than me. 

It was very easy to get involved with 

the community back in the early 

years, all you had to say was “yes”” 

and you were in. Rotary Club, Boys 

and Girls Club, Wine and Balloon, 

Tractor Race. It seemed everyone in 

town helped out and I have developed 

a lot of great friendships from 

being part of that. 

I believe that God has really blessed 

this valley over the past fourty years 

in part because I knew the first leaders 

of Temecula and they had the same 

morals and ideals that the men who 

started this country had. 

Temecula still is a place that feels 

safer and a little more protected than 

other parts of this country and that’s 

why I love living here. 

BUSINESS PHILOSOPHIES: 

My first real business plan was to do 

it like Nordstroms . No problem we 

can exchange that, fix ,that, return 

that. Just keep our patients happy and 

it has worked pretty good. Going to 

work everyday and loving what you 

do helps too. In any service business 

like Optometry the strategy is simple, 

just treat or take care of people like 

you would want to be treated or taken 

care of. 

FAVORITE SPORT: 

Now it’s golf. Love that we have so 

many great courses out here. I am 

going back to Wisconsin next week 

to golf with my eighty eight year old 

dad. He still plays 18 holes every 

week, not too bad. I have a wife who 

can kick my butt in racketball so we 

don’t play that much anymore. But we 

both still waterski, snowski and golf. 

GOALS: 

Haven’t thought about this much 

lately because I’m getting older but 

I would like to be a better Godly 

example for my wife and children. 

MENTORS: 

Walt Combs and Keith Johnson. 

I have always looked up to these 

two men and have really learned a 

lot about doing the right thing from 

them. Dr Combs I mentioned earlier 

but Keith Johnson who was a banker 

in Temecula went to heaven a few 

years ago but was a really solid guy 

who I will always miss. 

FAVORITE READINGS: 

Any autobiographies, I love history 

so if I have time to read I normally 

look for cool guys from the past. 

RESUME: 

Undergrad from UW Madison so I 

am a Badger. O.D. from Southern 

Ca College of Optometry 1984. 

And recently I found an old paper 

clipping that I came in third place 

with my cat at a dog show when I 

was seven. So I’ve got that going 

for me. 

BIRTHPLACE: 

Antigo Wisconsin




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21 

November Events 

November 1 - VYP November Leadership Committee Meeting 

November 3 - Welcome Orientation 

November 4 - November Coffee Connection 

November 4 - Ribbon Cutting- 4th Street Garage 

November 5 - Give a Boot to Hunger Gala 

November 8 - Nov Educational Workshop 

November 9 - Massively Grow your Business in Six Steps 

November 9 - November Chamber Brief 


November 2 - Chamber Business Briefing 

November 2 - Legacy Bank Ribbon Cutting 

November 3 - Monthly Mixer at Gosch Ford Temecula 

November 8 - Wildomar Coffee With the City 

November 10 - Networking Breakfast 

November 10 - Thirsty Thursday Multi Chamber Mixer 

November 16 - Small Business Roundtable 

November 17 - Grand Opening Grocery Outlet-Murrieta 

November 22 - Murrieta Coffee With the City 

November 11 - 3rd Annual West End Charity Golf Tournament 

November 16 - November Evening Mixer 

November 17 - Women’s Professional Collective 

https://business.murrietachamber.org/events 

November 17 - Ribbon Cutting- TV Entrepreneur’s Exchange 

November 17 - VYP November Evening Mixer/Friendsgiving 

https://members.temecula.org/events 


November 1 - Wake Up Menifee 

November 2 - Menifee City Council Meeting- Menifee City Hall 

November 5 - 2022 Public Safety Career & Community 

November 9 - Midday Mixer @ Motte Historical Car Museum 

November 16 - Menifee City Council Meeting 

November 17 - Evening Business Social 

November 24 - Board of Directors Meeting 

https://business.menifeevalleychamber.com/events


22 www.TheValleyBusinessJournal.com 


BOYS & GIRLS CLUB OF SOUTHWEST COUNTY 


The proceeds from the “Our Kids 

Rock” Gala benefit the Boys & Girls 

Club of Southwest County. 

During the evening’s festivities, 

Terry Gilmore, Owner/President of 

Paradise Chevrolet Cadillac, was given 

an incredible honor by the Boys & 

Girls Club of Southwest County. It 

was announced that the organization 

will be renovating and reopening the 

original Temecula Clubhouse and will 

name it after Terry Gilmore. 

Tony Berardino, the organization’s 

Board Chair, announced, “In honor 

of a man who has been involved for 

most the of the organization’s existence 

and continues to be one of the 

most supportive, involved donors and 

partners in the club, we would like to 

present our vision for the new Boys & 

Girls Club of Southwest County, ‘The 

Terry Gilmore Clubhouse’.” Terry was 

honored and said, “The dedication of 

this building in my name will hopefully 

inspire many others to carry on 

the legacy of this great organization 

that I love!” 

Terry Gilmore was also recognized 

during the event as a Founder 

of the Boys & Girls Club of Southwest 

County’s “Our Kids Rock” event, 

alongside four others: Michael Donaldson, 

Ron Parks, Timmy Daniels 

and Leigh Nixon (then Engdahl). 

“In 1993, Terry Gilmore founded 

The Great Temecula Auction - now 

known as Our Kids Rock Gala. To 

this day, the Gala brings in the most 

revenue out of all our special events,” 

says the Boys & Girls Club. Terry has 

offered his strong leadership skills to 

the Boys & Girls Club of Southwest 

County for many years. He served as 

a Board of Director, chairing a Capital 

Campaign and chairing the “Our Kid’s 

Rock” Dinner/Auction for more than 

20 years. Terry’s passion to provide 

a “positive place” for the 7,000+ club 

members goes beyond even helping 

B&G Club members. Terry is a positive 

role model and encourages others 

to get involved and make a difference 

in the lives of others as much and as 

often as they can. 

When Paradise Chevrolet Cadillac 

opened 30 years ago, the company 

motto was “We Do the Little Things 

for You”. Since then, Paradise has been 

a dominant presence within the valley, 

continually striving not only to “do the 

little things” for their customers, but 

also for the community. The current 

company motto for Paradise Chevrolet 

Cadillac is “Making a Difference”, 

and that is exactly what Paradise does 

every day for the community. 

“ 

“The dedication of 

this building in my 

name will hopefully 

inspire many others 

to carry on the legacy 

of this great organization 

that I love!”




23 

Welcome to the 

REALTOR® Report 

It wasn’t long ago that I commented 

that I felt like a broken record, and 

I’m sensing a déjà vu. Only this time, 

it’s a different tune. As the market has 

shifted, we are seeing similar trends 

continue for our region…unit sales 

are down, median prices are down, 

and days on market continues to rise. 

While this may feel like doomsday, it 

is not entirely time to run for the hills. 

Let’s start with median home 

prices. A quick economics reminder, 

“median” refers to the middle point between 

the lowest and highest number. 

So, it’s possible, as you’ll see later in 

the report, that a region can be down, 

yet cities are still up individually. If 

you recall, a few reports back, I referenced 

multiple forecasts of a cooling 

down market, even a flattening. That’s 

what we’re seeing play out. 

There is no way we could have 

sustained the appreciation numbers we 

were experiencing the past couple of 

years. Many economists have reported 

that this correction is needed, and we 

are still in what most would consider 

a healthy market. 

What is concerning is the continued 

rise in interest rates. At the 

beginning of 2022, we saw a significant 

increase in interest rates. It was 

believed that the substantial increase 

was to account for multiple fed rate 

increases throughout the year. Remember, 

fed rates and mortgage rates are 

not the same. Yet we have seen rates 

continue to rise throughout the year. 

Rate increases directly affect affordability, 

the number of qualified buyers, and 

increases inventory. We are currently up 

to about 4 months of inventory, which is 

still shy of what is considered a “normal” 

market. 

I’m not trying to say that it’s all 

rainbows and puppy dog kisses, but I 

will continue to remind people that it’s 

not 2008 either. We are very close to 

where some of the economists I listen to 

and follow predicted we’d be as we are 

nearing the end of the year. 

My advice for those in the real estate 

industry/market is to stay educated! 

Agents should follow market trends and 

be prepared to answer questions about 

what’s happening. Buyers and Sellers 

should work closely with their REAL- 

TOR® and lender to be informed and 

prepared as they navigate the buying and 

selling process. And everyone involved 

needs to communicate! 

Let’s take a closer look at the numbers 

for our region. 

The median home price in Southwest 

Riverside County was down 1% from a 

month ago ($573,000/$580,000) but was 

up 7% from a year ago ($535,000) and 

up 27.3% from 2 years ago ($450,000). 

Unsold inventory remained right at 4 

months (6 months is considered a healthy 

market), and days on market increased 

again from last month to 22 days. This is 

up from 14 days last year and significantly 

higher than 2 years ago when it was 6 

days. Unit sales decreased by 11% from 

the previous month and are down 32% 

from last year. Unsold inventory dipped 

slightly, down 1% from last month but 

is considerably up from last year with an 

increase of 80%. 

I’m happy to report that median 

prices are up in all of our local cities, 

ranging in an increase of 2.0%-20.3% 

Year-Over-Year. The percentages remain 

at a slower rate of gain, and I would anticipate 

similar trends for the remainder 

of the year. 

On the Legislative Front, we had a 

reasonably successful year. Of the many 

real estate bills I tracked and monitored, 

27 made it through crossover. We (California 

Association of REALTORs®) 

opposed 14 of those bills and played a 

lot of defense expressing our concerns. 

Of the 14, 11 died, and 3 were signed 

into law. As for the remaining 13 bills 

we supported, 6 were signed into law, 

4 died, and the Governor vetoed 3. Not 

great, but we’ve seen worse. I imagine we 

will continue to play more defense once 

the new legislative cycle begins. With 

potentially many new faces, maybe we 

can start seeing effective changes in the 

housing industry. 

Speaking of elections, we have 

been meeting and speaking with many 

of our local candidates. I encourage you 

to research, call, and meet up with the 

candidates in your area. Ask them the 

questions that matter most to you. We 

have endorsed some candidates, and I am 

by 

Steve Fillingim 

REAL ESTATE 

by Adam A. Ruiz 

including those at the end of this report. 

I am also including the recommendations 

from the Southwest California 

Legislative Council on the 7 ballot 

initiatives on the November ballot 

again. Please feel free to share! When 

it’s time to vote, be sure you do vote, 

and vote informed! 

A lot is going on, and I hope I have 

covered everything that affects you and 

your business. Please let me know if 

I left anything out or if you need anything 

explained further. 

If you’d like a copy of my entire 

report or to be added to the distribution 

list, please email me at Adam@ 

srcar.org. 

As always, I am available if you 

have any questions about the report. 

Until next month…







25 

YOUR LOCAL CHAMBERS 

Temecula Valley Chamber of Commerce 

www.temecula.org 

Murrieta/Wildomar Chamber of Commerce 

www.MWCoC.org 

Menifee Valley Chamber of Commerce 

www.menifeevalleychamber.com 

Lake Elsinore Valley Chamber 

www.lakeelsinorechamber.com 

Hemet/San Jacinto Valley 

Chamber of Commerce 

www.hsjvc.com




Ready to get 

back to business? 

WE'LL GET YOU NOTICED. 

Advertise with The Valley Business Journal. 

(951) 461-0400




27 

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INFLUENCER 

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VBJ November 22 Online

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