Heritage Bank: Advertising That Works

Take the time to define your target market. Knowing who you’re trying to target will help you customize your marketing efforts to suit those people. Photo courtesy: Heritage Bank

Submitted by Shaun Carson for Heritage Bank

Advertising should be viewed as an investment that generates a return rather than a fixed cost. Many businesses spend money on the same kind of advertising month after month without knowing what’s working and what isn’t.

Effective advertising builds your company profile, connects with your audience, generates new business and helps to retain existing customers. Poorly thought-out advertising can create miscommunication and even make you look less credible or trustworthy.

Avoid advertising that tries to include everyone and instead focuses on an established target market. Targeted marketing is about using the resources you have to attract the type of person who is most likely to be receptive to your products and services.

Identifying Your Target Market

Before advertising is written, take the time to define your target market, if you haven’t already. Knowing who you’re trying to target will help you customize your marketing efforts to suit those people.

Knowing what type of advertising will appeal the most to your target market is the key to producing advertising that works. Photo courtesy: Heritage Bank

You should already have some idea of who is interested in your products or services, but the easiest way to clearly define your target market is to create an ideal customer profile.

  • Create an ideal profile for your target market. Make it an individual or persona. Think about behaviors, values, motivations, goals, needs and media consumption of the person most likely to buy your product or use your service. If you’re unsure, think about your biggest customers: what do they have in common?
  • Think about the geographical reach of your business. Most product- and serviced-based businesses have a limited market area. Think about your regular customers or clients — do they live close by or travel to reach you? Once you know your market area, you can research existing data or conduct some market research to find out more details on the people in your area.
  • If the majority of your business is online, look at how your customers engage, who they follow, what communities they are involved in to better understand their digital footprint.

Deciding on Outcomes

It’s likely that your ultimate objective is to build sales but there are other things to think about, such as increasing market presence and building your brand.

Advertising can be used to:

  • Establish a reputation as the market leader or industry expert, allowing you to win long-term contracts or even increase prices.
  • Build brand awareness for a product to make it easier to sell and raise the profile of your other products.
  • Change customer perceptions of your products and services to increase sales.
  • Detail a specific one-off message to your market by informing potential customers of a special offer or about a particular component of your product.
  • Address your existing customers to increase your brand awareness, increasing the likelihood that they think of your business first when they are considering a product or service.
Effective advertising builds your company profile, connects with your audience, generates new business, and helps to retain existing customers. Photo courtesy: Heritage Bank

Types of Advertising

Knowing what type of advertising will appeal the most to your target market is the key to producing advertising that works.

Common types of advertising:

  • Content marketing by offering free insight-led whitepapers and information that prospects download in exchange for their contact details to follow up.
  • Online platforms. There are hundreds, including YouTube, Facebook, Twitter, LinkedIn, etc. This also includes banner ads and embedded video content. Online advertising suits a range of budgets, from pay-per-click services to paid coverage on popular websites.
  • Broadcast advertising traditionally includes television and radio but can also cover internet mediums, such as webinars and podcasts.
  • Outdoor advertising covers billboards, signs or even event sponsorship. Other popular types of outdoor advertising include advertisements on buses or your car.
  • Print advertising, including newspapers, magazines, brochures, fliers and any other printed media can still have a place to play in your advertising mix, if your customers are still paying attention to these mediums.
Take the time to define your target market. Knowing who you’re trying to target will help you customize your marketing efforts to suit those people. Photo courtesy: Heritage Bank

Future-Proofing Your Advertising

To get the most out of your investment, ask customers what advertising worked and what didn’t.

  • Be prepared to amend your advertising efforts if they aren’t working.
  • Continue to observe other brand’s advertising efforts and pick up on any new trends or tools you can use.
  • If you’re in doubt about advertising material content, design or tone, ask another business owner or professional for advice.
  • Make sure you are aware of laws or regulations about where you can advertise and the content of your messages.

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Whether Behind a Desk or a Drum Kit, Walker Evans Lives Life to the Fullest

Walker Evans stopping at Boundary Bay Brewery to discuss music and finance — and the philosophies that show commonalities. Photo credit: Elisa Claassen

G. Walker Evans is a commercial banker and a drummer. He’s also a bit of a philosopher who looks for the patterns in work, music, and life.

Life started in North Vancouver when it was fairly rural — building forts and finding crawdads in Lynn Canyon and Capilano Park and mountains, trees that went on forever in the back yard and access to water — but still just over a bridge from the nearby music scene of Vancouver’s clubs. Playing the drums since he was six, Evans turned professional at 14; his parents loaded his drum set into the car and took him to play at jazz clubs and coffee houses around Pioneer Square.

Banker Walker Evans decided that life was to be enjoyed whether working his day job or playing his music. He enjoys the change of pace — and location — as he regularly travels between regional branches for work. Photo courtesy of Walker Evans

After high school, Evans attended Western Washington University, and then the University of Washington. He went from focusing on studying music to playing music and studying in the business sector. Married at 20, he’d had to think of the bigger picture. Evans thought through what he wanted to do long term, asked lots of questions, and was introspective.

“Everything is a metaphor for everything else,” Evans says. He made a list of 28 things important to him. The paycheck was the last item on the list.

“One of the things on ‘my list’ is a lifestyle/work that varies the environment I’m in,” he says. To back that up, Evan shows a picture of himself in work attire at the beach.

Walker Evans behind the drum kit at a performance. He estimates that he’s played with around 50 bands over time. Photo courtesy of Lost at Last

“So, about metaphors,” he continues. “Music is 12 tones in the Western tradition. Plus volume, plus time — units of which define rhythm. Plus timbre. Plus lyrics. That’s 16 variables. With it, we create everything from Gregorian chants to rock and roll to Latin to Beethoven’s 9th, to blues, to jazz. Everything.”

Meanwhile, Evans points out, a business is comprised of operations, finance, and marketing. “You can’t make a decision in one without it affecting the others.”

His LinkedIn page shows the banking side, with his current title of executive vice president and chief lending officer at Bank of the Pacific; the position he’s held since September 2004. Through approximately eight bank moves, Evans worked around many with the same banking ideology and a shared history.

A Google search serves up the bands he’s been affiliated with recently, such as Average Mammals, Lost at Last, and the Vandinska Band. He doesn’t know how many bands he’s played with over the years, but guesses around 50.

Walker Evans poses with his Lost at Last bandmates. Photo courtesy of Lost at Last

These days the music is a mix of Keith Urban, Dave Matthews, and Jack Johnson. As a drummer, Evans reacts to those playing around him. Drummers have a chart guide but determine whether, he said, to echo or complement when others solo. He sees those elements working together in banking, and even in sports, as well.

In banking, he is close to what matters to people. “This is peoples’ lives…you typically are funding someone’s passion. It’s not just banking. You see moments of defeat, triumph, divorce, substance abuse…you care about people and banking is the vehicle,” Evans says. “That’s why I do what I do.”

There were moments early on in his career where Evans noted how poorly many people fit into their work lives. “I hated the Dilbert cartoons,” he says. “Yes, they are funny, but they are too true. Everyone staring at the clock and waiting for Friday, [thinking] ‘Get me out of here.’”

Evans wanted a life where, when five o’clock hit, he might choose to stay at work because it was fun.

“One of the things on ‘my list’ is a lifestyle/work that varies the environment I’m in,” says Evans, shown here enjoying the beach in work attire. Photo courtesy of Walker Evans

“I decided I loved playing [music] best,” he says of making decisions. “The worst and best things have happened when I’ve been a musician.”

The world of music has exploded with the introduction of digital technology easily accessible at home and with the introduction of 60,000 new tracks daily through Spotify. This is great for those wanting free music, but not so great for those who earn a living as a musician.

In 1977, back in his high school era, Evans would get paid $200 to $400 in cash for a gig. Decades later that pay is around $100 for a show around Bellingham, which is geared for duos and trios and less for full bands. He’s watched other musicians piece together incomes from gigs, waiting tables, and teaching, just to get by. Nope. Not for him.

Life brought responsibility and three now-grown children — John, Schyler, and Meryl — and also the chance to ski, backpack, and kayak with them. Evans tries new things, but music is always there.

“I have four drum sets in my life,” he says. They include a Gretsch, DW, and two Roland electronic sets. He has the ability to practice and play wherever he is — and in an apartment setting uses headphones, which is easier on the neighbors. He also has the option of another, more mobile percussion instrument: a Djembe, from West Africa.

Due to his current banking role, Evans operates within a region that takes him between branch offices in Bellingham, Olympia, Portland, and Eugene. Since he’s already traveling, he incorporates his music into that schedule and also when traveling for fun.

Days are rarely the same, yet also have a pattern. Evans loves projects with beginnings and ends. Within a typical day, he practices, works out, reads, writes, and works. He performs about two or three times a week in late afternoons, evenings, or weekends. If he starts later, around 8 or 9 p.m., he’ll be done around midnight or 1 a.m. During the drive home, he incorporates work by using voice communication. The time is never wasted.

Country Music Star Granger Smith To Perform at This Year’s Northwest Washington Fair

Submitted by the Northwest Washington Fair

Adding to the all-star lineup for 2022 is the groundbreaking country music star Granger Smith featuring Earl Dibbles Jr. Granger Smith will be performing live on Saturday night, August 13 at 7 p.m. as part of the Bank of the Pacific Grandstand Entertainment Series at the Northwest Washington Fair in Lynden.

Granger Smith has a massive and rabid fan base known as “Yee Yee Nation” and plays to sold-out stadiums all over the country. He has a social media following exceeding eight and half million along with more than one billion online video views. Some of his most popular hits include the number 1 smash hit “Backroad Song,” “If the boot fits,” and “Happens like that.”

Tickets for the 7 p.m. grandstand show go on sale to the public at 9 a.m. on May 20. Grandstand reserved seats, preferred seats, and preferred chairs are available. Tickets do not include gate admission, which is required. The show is presented by Manna Insurance Group.

For access to the online pre-sale starting May 18, people can subscribe to the ‘Friends of the Fair’ email here.

Tickets can be purchased online here, at the Fair Office at 1775 Front Street in Lynden, or by phone at 360-354-4111. VIP and group ticketing are also available. The 2022 Northwest Washington Fair will be presented August 11-20.

Bellingham Training and Tennis Club’s Robin and Doug Robertson Celebrate 22 Years of Ownership

Owners Robin and Doug Robertson in front of Bellingham Training and Tennis Club. Photo courtesy of Bellingham Training and Tennis Club

Bellingham Training and Tennis Club opened its doors in 1973, bringing the people of Bellingham an indoor option for tennis. As BTTC nears its 50th anniversary, owners Robin and Doug Robertson celebrate having been the proud owners for the last 22.

Feeling like they needed to move out of the 1999 stock market .com bubble, the Robertsons thought real estate would be a good move — and this piece of real estate had the added benefit of coming with a tennis club.

Owners Robin and Doug Robertson celebrate 22 years of owning BTTC. Photo courtesy of Bellingham Training and Tennis Club

Both Robin and Doug were athletes. Doug was an avid tennis player and didn’t want to see the indoor courts disappear. Robin had a history of running and had transitioned to cycling. What they didn’t have was a history of running an athletic club.

“It checked all of our boxes for making a real estate investment,” says Robin. “Me going back to work and preserving indoor tennis in Bellingham. I’ve been a lifelong athlete, along with my husband, and originally I thought owning and running a tennis club — how fun would that be?”

What they ended up with was a business and a building that needed some love. The club did have tennis members, but that was essentially it; the training and fitness piece didn’t exist. The indoor courts were of value, but the 27-year-old building was showing its age. Determined to make the club not only the center of tennis for Whatcom County but also a training facility, the couple went to work.

A club member works out on TRX bands during open gym time. Photo credit: Tony Moceri

“It was really hard. It was scary,” Robin says. “We had all of our investment here, and we didn’t know if we were going to make it.” They knew people were the key to moving the club forward. Choosing good people to add to their team allowed the club to improve. They also worked to connect with the membership, adding structure so members knew what to expect. They capped the number of tennis memberships, so people could get court time. The tennis membership is currently full and has a waitlist. The fitness membership is open and accepting new members.

The fitness and training side of the club, which was essentially nonexistent at the time of purchase, now has robust programs, and membership continues to grow. They now offer a wide variety of group classes along with individual personal training. From strength training to indoor cycling, BTTC has grown into a full-service gym.

A variety of group training classes are offered throughout the week. Photo courtesy of Bellingham Training and Tennis Club

“When you have physical power and endurance, you just become much more competent in everything that you do,” Robin says. “I love seeing that — from the kids we work within the tennis clinics on up to people in their eighties — because you’re never too old to gain strength.”

What the Robertsons initially thought was a real estate investment that came with a club has evolved into a business they’re passionate about. Since the beginning, Robin has acted as both an owner and general manager. Recently, Doug was tapped into the position. With his experience in business, they feel some fresh eyes will be valuable while they work to differentiate the role of owner and general manager with the end goal of hiring a full-time general manager that is neither of them.

BTTC members celebrate the 22nd anniversary. Photo courtesy of Bellingham Training and Tennis Club

With the Robertsons eventually able to focus on just the ownership side of the business, they’ll be able to concentrate even more on the most important pieces: their team and the members.

“The biggest surprise is just how much I love our members. When we bought it, we were looking at it for the business, and now I understand that we are here to serve our members, and they are the priority,” says Robin. “I love that people love being here; it’s like their second home. I was [just] working with Walter, who is, I think, 84 years old. He was saying to me that being able to come here is part of what’s helping him thrive. I love being a healthy part of people’s lives.”

Robin and Doug Robertson in front of Bellingham Training and Tennis Club. Photo courtesy of Bellingham Training and Tennis Club

May 1st marked the 22nd anniversary of the Robertsons owning the Bellingham Tennis and Training Club. In that time, they’ve learned about a whole new business, remodeled the building, added a second training area, grown their youth tennis program, survived COVID and, most importantly, made connections with members and their team.

As a thank you, they threw a party for their members, which was the first time they’d all been able to get together in years. They’re also running a special promotion which is a $22 initiation for fitness memberships for the month of May, down from $125.

More information about memberships, personal training, group classes, and kid’s summer camps can be found on their website at www.betrainingtennis.com. Bellingham Tennis and Training Club is located in Fairhaven at 800 McKenzie Avenue and their phone number is 360-733-5050.

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Brave the Spring Weather and Camp Without the Crowds

By bringing along the pop-up tent and the little buddy heater we convinced Mother Nature to give us a little spring sunshine. Pictured are also our Four Wheel Camper Project M, a Coleman stove, and a Coleman Cooler. Photo credit: Tony Moceri

Mother Nature loves toying with our emotions in our corner of the world. Warm temperatures last year lingered into November, followed by a brutal winter. Sunny warm days in March teased an early spring, only to unfold into a dreary April. After months of either hiding away or getting pounded when I went outside, I can’t wait for some spring camping. Waterways are full of rushing water, plants show off their elaborate colors, and animals put on a show as they work to fill their bellies after a long winter.

It’s easy to head out in the summer knowing that, even if hit by a rainstorm, temperatures won’t dip to dangerously low levels. In the winter, you can bet on being cold and prepare accordingly. Spring is a different beast. To prepare for comfort and safety in the spring, I load up all my camping totes because it’s hard to know what the weather will be like 15 minutes from now, let alone tomorrow. In the lowlands, rain and hail seem just as likely as sunny t-shirt weather and are often separated by minutes — if not occurring simultaneously. In the mountains, surprise snow is not uncommon.

To add an element of control this time of year, my family and I often start the season by camping in familiar places. If we’re going to head up into the mountains, Bridge Campground is one of our favorites for its close proximity and relatively easy access. Coastal camping is a great option this time of year as often the socked-in mountains leave clear skies along the water. Birch Bay, Larrabee, Bay View, Deception Pass, and Fort Ebey are all coastal state parks. Don’t forget your Washington State Discover Pass, which is required in all state parks.

Our bed of Rumple Blankets in our 1985 VW Westfalia can hold up to cooler spring nights. Photo credit: Tony Moceri

If tent camping, be sure your rainfly is in good working order. If you’re in a van or some other type of camper, staying dry shouldn’t be an issue (if it is, you may have a more significant problem on your hand!), but you still need to make sure to keep warm. Layers that are breathable but water-resistant are perfect for spring. However, I admit I’m more often than not caught in the rain wearing a cotton sweatshirt. The next must-have piece is a good sleeping bag or proper blankets. Rumple Blankets have served us well, whether used for bedding or wrapped around our body while hanging out in a camping chair with a good book or your favorite WhatcomTalk article.

We do most of our camping in our Four Wheel Camper Project M, which is a no-frills pop-up camper on the back of our truck. While it does keep us dry, there’s no heating component. To solve this problem on cold spring nights, we bring along our Little Buddy propane heater, which heats the space quickly, but because of off-gassing, we do not sleep with it running, which results in chilly mornings. Some of the spaces at the state parks offer hookups that allow for an electric heater option.

Hot dogs are always a great option for an easy meal over the campfire. Photo credit: Tony Moceri

A favorite part of spring camping is hanging out around the campfire. With a low likelihood of a burn ban being in effect, fires will be permitted at most locations, providing warmth and a great cooking option. From hot dog roasting sticks that look like fishing poles to grates that collapse down to fit into a backpack, there are a plethora of options for cooking efficiently over the open flames.

We often cook over the fire but also always have our Coleman camp stove and Jet Boil in tow. With the two-burner stove, a complete meal is easy to prepare, and the Jet Boil makes it a breeze to heat water for some pour-over coffee or cook a freeze-dried meal. We always keep a few freeze-dried meals handy for an easy meal to address a hunger emergency — or laziness. My personal favorite is the Mountain House chicken teriyaki; my daughter prefers the beef stroganoff.

The Jet Boil heats up water quickly to have us eating our favorite Mountain house meals in minutes. Our meal is sitting on an REI camping table that collapses to fit into a bag. Photo credit: Tony Moceri

While camping light is always our goal, during spring trips, we find ourselves loaded down with extra gear to make it more enjoyable. We have a simple pop-up tent to extend our dry area in case of wet weather. We bring along dry firewood and extra lights since dark comes much quicker now than in the summer months.

While the weather can be a challenge, spring camping is a great time to enjoy popular camp spots without a crowd. Camping has seen a boom in the last few years, leading to fully booked sites and lots of people out and about to share the outdoors with. So, if you want a little more elbow room and access to the best spots, brave the weather and head out on some spring camping.

Bellingham City Council Invites Feedback on Public Safety at May 16 Town Hall Meeting

Submitted by the City of Bellingham, written by Janice Keller

What causes you to feel safe? What causes you to feel less safe? What types of City services help you feel safe? These questions and others will inspire community feedback at the Bellingham City Council’s second 2022 town hall meeting.

Community Voices on Public Safety is a virtual meeting scheduled for 6-8:30 p.m. Monday, May 16, 2022. Community members are invited to participate via Zoom, as well as watch via live stream and BTV. Details about how to sign in to participate and view the meeting are available on the City’s calendar of events.

The meeting will include a brief presentation followed by opportunities for participants to share feedback guided by questions provided in the special meeting packet available at meetings.cob.org. Each participant who chooses to speak will be provided two minutes for comment.

“We welcome feedback about public safety in our community,” City Council President Hannah Stone said. “City leaders are committed to public safety and to the people, programs and partners that contribute to public safety services. Ultimately, we all want the same thing – a safe and prepared community.”

Community Voices on Public Safety will be facilitated by Council President Stone and attended by the full council (Council member Hollie Huthman is currently on an extended leave of absence). The town hall meeting is being held virtually due to COVID-19 restrictions. The meeting will be streamed live via the City’s website at meetings.cob.org and at cob.org/btv, broadcast in high definition on BTV on Comcast channel 321, and broadcast in standard definition on Comcast channel 10. 

Spanish, Punjabi, Russian and American Sign Language interpretation is being provided at all of the 2022 town hall meetings.

2022 Bellingham City Council Town Hall Meeting Series

Stone said each town hall meeting is an opportunity for engagement between the community and the full City Council about timely issues facing our City. These special meetings are more focused than typical public comment periods, more interactive than public hearings, and include time for Council members to respond to feedback.

Through the City’s Engage Bellingham site, community members may also provide written feedback to the council in a public forum at any time on any of the town hall meeting topics:

2022 town hall meeting schedule:

Details will be posted on the City’s calendar of events, Engage Bellingham, and at meetings.cob.org five days prior to each meeting. For additional information, contact the Council Office at (360) 778-8200 or ccmail@cob.org

Julianne Kimmel Nurtures Inclusivity at Her Lone Wolf Salon

Kimmel started her career with a very traditional specialty and has quickly created a unique and progressive niche for herself. Photo credit: Steven Arbuckle

Julianne Kimmel didn’t know what she wanted to be when she grew up. But now, as the owner of Lone Wolf Salon, she’s managed to build a life from one of her passions and found a way to move her community forward to a brighter future.

As a youngster, Kimmel explored a few different interests before one finally spoke to her. “I played the violin, the viola and cello, and wanted to go to Western,” she says, “but then quit because I wanted to be an actor. That didn’t work out, so I went to dental assisting school — and realized I don’t do well with blood.”

She remembered wanting to be a makeup artist at one point, and although there were no programs available in Bellingham, a cosmetology license would get her closer to that goal. During her classes at Tony & Guy, inspiration finally struck.

“As soon as I had the shears in my hand and I stood behind the chair, I knew that was what I was going to be,” she says.

Owning her own business means that Julianne Kimmel can create her own atmosphere, and welcome clients from all walks of life. Photo credit: Steven Arbuckle

Kimmel’s career began at a salon in the mall before she made her move into downtown Bellingham. “I’ve always been intrigued by barbering and shaving, and I had the chance to work under Wally at Wally’s Barbershop,” she says. “I really liked that he was old-school; he learned barbering in the 1950s, and then he had some military background, I believe, and that’s where I got my intensive training.”

While she loved the education and the atmosphere, she knew she wanted to learn more. “I’m a ‘keep-moving-forward’ kind of person. If I feel stagnant, I get restless,” Kimmel says.

After gathering more experience downtown, and then at a shop started by a former coworker, her desire to call her own shots met with a promise she’d made to herself earlier. “It was actually a quarter-life crisis type of thing,” says Kimmel. “When I was in beauty school, I told myself I was going to own my own business when I was 30. So, when I was 29, I did the numbers, and realized it wasn’t much of a crazy move, financially.”

Opening a salon of her own has meant that Kimmel is free to create the kind of world she wants to live in.

Traditionally, hair care has placed an emphasis on gender and race, but Kimmel prefers to evaluate each job by its own merits. Photo credit: Steven Arbuckle

“Growing up in Bellingham, it was very difficult finding a stylist. I remember going from salon to salon with my mom and being turned down because they did not do my type of hair, so I ended up cutting my own hair — and looking back, it was terrible,” she says with a laugh. “I still speak to a lot of multicultural people who are cutting their own hair. I like to help empower them to realize their hair is beautiful, and there are people out there with the knowledge to help them out.”

And while it can be difficult to find someone in the local area qualified to work with Black hair, Kimmel has seen that people of all ethnicities can grow all sorts of hair. So, in an industry that has traditionally charged customers based on their sex and ethnicity, Kimmel has chosen to instead evaluate the amount of work that needs to be done. “I remember doing a really quick clipper cut,” she says, “and I was about to charge twice as much because it was for a woman. I said, ‘I am deciding, right now, that this is not okay.’”

“I really want the point to be that people can come into my salon as they are,” says Lone Wolf Salon owner Julianne Kimmel. Photo credit: Steven Arbuckle

This also means that Kimmel has a different approach to clients who do not find a place for themselves within traditional male or female roles. “I think it can be very difficult for someone who is non-binary to select a men’s cut or a women’s cut,” she says. “I feel like there are a lot more businesses becoming more inclusive, but for the most part it still called men’s or women’s.”

Moving beyond tradition is one way Kimmel allow clients to feel truly relaxed inside of Lone Wolf Salon — a feeling people don’t always get at hair appointments. “I don’t think it’s anyone’s fault,” she says. “You come in with greasy hair, and you’re surrounded by gorgeous women, and you’re like, ‘I should’ve put on some mascara.’ I really want the point to be that people can come into my salon as they are.”

Kimmel started her career with a very traditional specialty and has quickly created a unique and progressive niche for herself. Photo credit: Steven Arbuckle

Kimmel is serious about making people comfortable in her salon because she knows the power a haircut can have. “I can see it in the way that somebody walks out of my salon a little bit taller, or if I’m blow drying somebody’s hair and they do a glamorous flip, or the different way they look at themselves in the mirror,” she says. “That, to me, is emotional.”

Sitting in her Bellingham Bay-facing studio, talking about her values, Kimmel is proud of what she’s accomplished.

“I did have people helping me along the way, but I literally started in this room with just a camping chair,” she says, looking around the bright, open space. “I’m still building, and I would one day like to have people come to Bellingham and offer classes for ethnic hair. I do appreciate the connections I make in my own private spot but would like to grow my wolf pack eventually. But my vision is still to have a salon that is inclusive to everyone.”

Scheduling is available on Kimmel’s Lone Wolf website. She also makes appearances from time to time on Instagram and Facebook.

John L. Scott Real Estate’s Hoekema Team on the Power of VA Loans

United States military members do so much for our country. As such, the United States Department of Veterans Affairs provides them with a host of benefits.

Chief among these are favorable terms for homeownership through the VA loan program. Whether someone is on active duty or a veteran, learning how to take maximum advantage of a VA loan can help U.S. service members make the most of a home-buying experience.

John L. Scott Real Estate Realtors A.J. and Cherisa Hoekema know a lot about VA loans, because they’ve used them multiple times. The couple met in the Navy in 2008 and will celebrate their 13th wedding anniversary in August 2022.

Cherisa and A.J. Hoekema can guide you through the VA loan process. Photo courtesy of John L. Scott

A.J., born and raised in Whatcom County, graduated from Lynden Christian High School in 2003. After nine years of active-duty Navy, A.J. joined the National Guard and continues to serve. He’s had postings in Greece, Cuba, South Korea, and multiple U.S. locales. Cherisa, originally from Utah, spent four years in the Navy.

The couple first dealt with a VA loan when obtaining property in Utah in 2012, buying their home with no money down. Fresh off active duty, it was a great thing for the couple, who had little money to put down in the first place.

In 2015, the couple re-located to North Carolina for A.J.’s next military assignment. The Utah home’s value had appreciated when they sold it, allowing them to walk away with a profit.

Returning to Whatcom County in 2017, the couple again used a VA loan, this time as disabled veterans who’d been honorably discharged. As a result, they were able to forego the loan’s funding fee — the equivalent of private mortgage insurance ±— and save several thousand dollars.

“When you apply for disability, anything over 10% qualifies you as a disabled veteran when it comes to the VA loan, which means no funding fee whatsoever,” Cherisa says.

The couple used the VA loan again more recently, moving from their Lynden home to purchase a million-dollar Ferndale fourplex — again with no money down. Using the fourplex as both an investment property and primary residence (the latter is required for one year to qualify for the loan), the Hoekemas conventionally refinanced their previous home as a rental property.

After a year in the fourplex, A.J., Cherisa, and their children moved back to their previous home and continue to use the fourplex as an income-producing property that completely covers their mortgage.

Lending a Hand

The Hoekemas know first-hand the difficulties associated with leaving active duty, returning to civilian life, and figuring out the benefits they’d earned. That’s why they’re happy to offer advice to other military members.

With regards to obtaining a disability rating, both VFW locations and several other veteran-associated non-profits can help get the ball rolling. Starting a disability rating application online, says A.J., is fairly straightforward if you have hard copies of all necessary medical paperwork.

Just mentally accepting you should get disability, however, is something many veterans struggle with.

“If you were at any regular job and you got hurt, you would get L&I,” says Cherisa. “Some veterans don’t necessarily think of it that way. A lot of veterans have this sense of justice that says, ‘Somebody else needs it more than me. Why would I qualify for this?’ Well, you qualified because the military and government deemed that you qualify. So, you should apply for it.”

When it comes to VA loans, the Hoekemas recommend staying current on the latest rules.

“It’s kind of one of those ever-evolving government loans,” Cherisa says. “If you don’t keep on it, you’re going to miss things.”

One recent change was the removal of a loan cap on single-family and multi-family dwellings, which previously limited VA members to homes costing certain amounts. It’s also important to remember that VA loans must be used for primary residences that must be occupied within six months of purchase.

In general, doing your research is critical, especially if your lender isn’t as well-versed in VA loans — and associated benefits — as they could be.

“Know what you qualify for,” Cherisa says. “Know your benefits. The VA loan is one of the best things the military gives you. You have to advocate for yourself, because not everybody knows all of the things that you are entitled to.”

Being fully able to take advantage of the benefits you’ve earned by serving your country can set you on a path to solid financial footing, paving the way for success after your military career ends.

“There are lots of options with the VA to leverage when you’re thinking longevity and investment,” says AJ.

Whether it’s help with a disability claim or finding some VA-savvy lenders, the Hoekemas are happy to point you in the right direction.

“It’s not that arduous, and it’s not that scary,” Cherisa says of the process. “Give us a call, because we would love to help you.”

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Whatcom Land Trust Hosts Spring Benefit at Boundary Bay Brewery

Submitted by Whatcom Land Trust

Whatcom Land Trust will host its annual spring benefit, The Land in Our Hands, on June 4, 2022 at Boundary Bay Brewery Beer Garden. Community members are invited to purchase tickets online as soon as possible to hold their spot as tickets are expected to sell out. All are also invited to participate in the online auction May 28 through June 5. 

“We’re so excited to share with our community of supporters all that we’ve been working on over the last two years,” says Whatcom Land Trust Executive Direct Gabe Epperson. “We’ve protected 1,500 more acres of land and 4 miles of new shoreline over that time and we couldn’t have done it without the collaboration and backing of our donors, business partners in Conservation, the City and the County. The Spring Benefit and Auction will enable us to continue to build on our 37-year legacy of protecting special places in Whatcom County.”

The online auction will include more than 15 original works by prominent international and local artists. Artworks will be exhibited at the Land Trust offices for public viewing during variable hours May 31 through June 3. The auction will also feature a wide range of donated experiences. Go on a solar boat tour, stay for two nights at a beautiful cabin at Mount Baker, or get expert advice on installing a pollinator garden at your home. 

Auction items can be viewed and bid on via the Whatcom Land Trust website May 28 through June 5. Auction winners will be notified directly beginning June 6. You need not be present at the in-person event to bid or win.

The Land in Our Hands in-person event will celebrate the first time the Land Trust has been able to connect in-person with the Bellingham community in over two years. The catered event will feature Lummi Tribal chairman, Lawrence Solomon. We will also share updates on the Land Trust’s latest wins and upcoming projects, covering information on the Post Point Heron Colony, Stewart Mountain, and other land conservation projects currently in the works. There will be time for socializing as well as live music provided by the Latin Tinge Septet. The Land in Our Hands will also coincide with an online auction fundraiser that will open May 28 and close June 5 at 12 p.m. In honor of the land, 10% of the benefit proceeds will be donated to the Lhaq’temish Foundation.

The celebration begins at 4:00 p.m. with time to eat, drink, dance and socialize with Whatcom Land Trust staff, Board of Directors, and other supporters. Speakers will take the stage at 5:00 p.m.and include a welcome from Lummi Tribal Chairman Lawrence Solomon followed by  Whatcom Land Trust Executive Director, Gabe Epperson, and Conservation Manager, Alex Jeffers. Guests can dance and mingle until 7:00 p.m.

Event sponsors include Mountain Veterinary Hospital, Brett McCandlis Brown & Conner, Chuckanut Builders, Carmichael Clark Attorneys at Law, Natural Systems Design, Waycross Investment Management Company, Deborah Loober CPA, Julie Carpenter Real Estate, Phillips 66, Boundary Bay Brewery and Jepson & Associates Surveying. 

Business sponsorships remain available at all levels and auction donations can be accepted through May 18.

Event tickets can be purchased via Eventbrite. Contact the Whatcom Land Trust office with questions and for more information at 360-650-9470 or email officemanager@whatcomlandtrust.org

Outdoor Education Expands in Whatcom County

Submitted by Wild Whatcom

A collaborative effort among six community organizations, the Connections Program, will reach nearly all Blaine and Mount Baker District elementary students with outdoor education this school year and next. Each student will receive 5-10 hours of outdoor instruction aligned with classroom science standards, with lessons ranging from investigating stream health to managing school gardens. This innovative approach to programming leverages several local groups to bring unique curriculum at each grade level, starting with local outdoor experiences on or near school grounds and building to off-site excursions to the North Cascades National Park or Camp Saturna.

Working in conjunction with district leadership and WCEE, the partnering groups—Camp Saturna, Common Threads, Nooksack Salmon Enhancement Association, North Cascades Institute, and Wild Whatcom—are bringing their programs together to provide outdoor experiences to each elementary grade level. “As a rural school district encompassing 622 square miles, surrounded by forest, rivers, and mountains, we believe in the power of our outdoor classroom yet lack the expertise to fully utilize it. We are thrilled to partner with these community organizations to provide outdoor, educational lessons that integrate healthy habits, scientific inquiry, and social-emotional learning,” explained Bridget Rossman, curriculum director for Mount Baker School District.

“As we continue to remove layers of mitigation that have been in effect during the pandemic we know the importance of engaging hands-on real world learning experiences for our students,” Blaine Superintendent Dr. Granger shared. “This partnership allows us to expose our students to some of those valuable learning opportunities outside the classroom. We appreciate the continued partnership within our community as a model of what common vision and partnerships can bring to our students.”

The Connections program is a continuation of a similar collaborative effort during the 2020-2021 school year in Bellingham, Blaine, and Mount Baker School Districts to support students and districts during remote learning that grew out of the Whatcom Coalition for Environmental Education (WCEE). Inspired by those efforts, Representative Alicia Rule worked to secure two years of funding to continue programs

in Mount Baker and Blaine School Districts as well as championed House Bill 2078 to expand outdoor education statewide.

The opening text of HB 2078 reads, “The [Washington State] legislature finds that time outdoors helps children thrive physically, emotionally, and academically, yet over the past few generations, childhood has moved indoors. On average, today’s kids spend up to 44 hours per week in front of a screen, and less than 10 minutes a day doing activities outdoors… From stress reduction to improved focus and engagement, and better academic performance, outdoor-based learning helps kids thrive.”

“As a social worker and mom, I’ve never seen children’s mental health this bad,” Rule said. “But we know that crises can also be opportunities if we move forward with hope. It’s time to recover together by getting kids out from behind screens and into nature.” The Connections Program aims to complement and build upon the recent passage of HB 2078, which directs the Office of the Superintendent of Public Instruction (OSPI) to create a program that will award grants to support schools in offering outdoor learning, requires the OSPI give priority to schools that have been underserved in science education, and encourages the program to work with education stakeholders to develop principles for outdoor education.

“I am honored to be a part of such an innovative and collaborative effort that models what the next iteration of whole-child education can look like in Whatcom County,” commented Licia Sahagun, Executive Director of Wild Whatcom. “I hope that we not only create meaningful experiences for students we serve this year, but that we can also inspire other school districts to utilize the capacity and expertise of outdoor educators to bring more field-based learning to all students.” Wild Whatcom is spearheading communications and evaluation for the collaborative; North Cascades Institute is acting as fiscal manager with other partners providing direct programming and project management support.

Learn more about the Connections program at the Whatcom Coalition for Environmental Education webpage. Call 360-389-3414 or contact info@WildWhatcom.org with questions.

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