Salem Chamber 503 Magazine Autumn 2025

Thriving Ahead

The Referral Revival: 5 Proven Ways to Get More Word-of-Mouth Business Without Ever Asking

by Tom Hoffert, Chief Executive Officer

In a world saturated with marketing messages, word-ofmouth remains one of the most powerful business growth tools. And yet, asking for referrals can often feel pushy or awkward.

The good news: it’s possible to spark more referrals, organically, without ever making a direct ask.

Here are five ways to build a referral engine that runs on generosity, excellence, and subtle nudges.

1. Wow Your Customers

It all starts with the experience. When customers are truly impressed — whether through speed, attention to detail, or delightful service — they naturally want to tell others. Prioritize consistency and small touches that surprise people. It’s these micro-moments that turn satisfied customers into raving fans.

2. Make Sharing Easy

Equip your customers with materials they’ll actually want to pass along. This could be helpful blog posts, visual guides, short videos, or checklists — anything that reflects your expertise and is easy to forward. Think of these as “conversation starters” your customers can use to talk about you without the awkwardness.

3. Seed the Idea Gently

You don’t need to ask for referrals outright, but you do need to make it known that they matter. In

your email signature, on your invoices, or in postproject wrap-ups, include a line like: “Many of our best clients come from referrals. Thank you for spreading the word!” This keeps referrals top of mind while preserving the tone of appreciation.

4. Give to Get

Referrals are a two-way street. Proactively refer your clients, partners, and vendors when you can. When others see you championing their work, they’re more inclined to do the same for you. This builds goodwill and a sense of mutual investment.

5. Recognize Your Champions

Gratitude is a multiplier. When someone sends a new client to you, acknowledge it right away. A handwritten note, a small gift, or a public thankyou can make your advocates feel valued, and likely to refer again. The goal isn’t to incentivize, it’s to appreciate. Recognition cements the behavior you want more of.

Bottom Line

You don’t need a slick script or a referral program to grow through word-of-mouth.

By focusing on service excellence, subtle cues, generous networking, and authentic gratitude, you create an ecosystem where your customers want to talk about you.

Organic referrals are not just a bonus, they’re a reflection of how well you’re doing the fundamentals. 503.

Welcome Newest Chamber Members

620 Collective

B3: Beauty, Beverages, and Books

Beyrouty Employee Benefits

BRAND Land Use, LLC

Bridgeford Insurance Team - Powered by C1 Wealth Management

Cherry City Massage and Wellness

Chick-fil-A - South Salem

Chiron Security Solutions LLC

Christian Sammons Insurance Agency, Inc.

Darian’s Gift

Double K Property Management

Focal Point Photography

Get Simple Box Storage Containers - Salem

Hunter Communications

Ironclad Financial LLC

IronHead Roofing

J&S Restoration and Reconstruction, LLC

J/K Carpet Center, Inc.

J’s Teriyaki

June 2, 2025 – August 22, 2025

Kelly Vaughn, Coho Realty

Koch Security Group

Merrill Lynch

Mirage Optics & Eyewear

Noodle Zone

Oregon Spirit Chorus

Pampered Skin Co. LLC

Phrenic Consulting Group, Inc.

PNW Pooch, LLC

Prudential Financial, Zachary Keller

Remodeling by Classic Homes

Salem Gastro

Salem Jumper Rentals

Snap Fitness - South Salem

Soroptimist International of the Salem Area

Statesman Storage

Stunning Portrait Photography

The Recovery Village Salem

US Market 20% Tuition Discount + Fees

Interested in joining the Salem Area Chamber of Commerce?

For more information, contact Membership ManagerJackie Roché at jroche@salemchamber.org

Active duty and retired military service members get a scholarship for a for any graduate or online undergraduate program at Corban University!

Continue to MAKE A DIFFERENCE with a degree from Corban.

Focusing In:

The Chamber Areas to Help Your Business Grow and Be Heard

I am incredibly honored to serve as the President of the Salem Chamber Board of Directors. I was humbled to be invited onto the Board of Directors team five years ago, and even more so when my board peers asked that I step forward to serve as the organization’s top volunteer leader this July. Thank you all for entrusting me in these duties as I partner daily with our CEO, Tom Hoffert, and our skilled staff team members and board peers to help Salem businesses be heard and grow.

For those who know me, my drivers are my faith, family and friends. I will be married to Justine for 35 years this October. We have five children (four living), three of whom are here locally and one lives in St. Louis. Yes, we have a couple of kids who are married, and two granddaughters with one more on the way. As a family and as a business, we continue to be very active in supporting our church, youth sports, leadership programs, college athletics, and several non-profits. We also serve by hosting other events to create a strong community. These things

have pushed me to this moment in time to serve our small local business community.

I have been a small business owner since 2009. So, as I reflect on our focus areas this year (Membership, Events, and Business Advocacy), I am confident that attention to those areas will meet the needs of other businesses and non-profits (of all sizes) in the region. I know they will be depending on local chambers like ours, now more than ever, to be backbones of our communities.

Chamber Membership – Growing the Salem Chamber’s membership and our role in this community will be of the utmost importance this year. I believe the Chamber is positioned to be the key voice of business needs in greater Salem area. While we are already one of the largest chambers in Oregon, there is a lot of room for growth. Our large, medium, and small businesses must be heard, and your Salem Chamber will continue to make that possible by bringing more voices (member businesses) to important conversations.

by Ted Ferry, State Farm Insurance

Chamber Events – We conduct more than 115 events each year, meaning there is an event for all business sizes and personality types. These gatherings can help a business grow in a variety of ways — through networking, education and community information sharing, and leadership development.

Chamber Business Advocacy – We have a very diverse membership and impactful events. It is my feeling that we need to use our membership and our events to first educate ourselves on what is happening and then find our own voice. We must individually and collectively inform our elected or appointed officials and help them understand the needs of business and how the entire community depends on us. If we don’t speak thoughtfully and often, no one will hear us.

I know we will have many challenges in this coming year, but with my family, friends, and partners at the Chamber, I am ready to take them on. 503.

Your Chamber

EXECUTIVE COMMITTEE

President TED FERRY

State Farm Insurance

Past President

MIKE HERRON

VIP’s Industries

President-Elect

ANGELA WILLIAMS Huggins Insurance Services, Inc.

Vice President –Membership

LUCY ESCOBAR

Lucy Escobar Coaching & Consulting

STAFF

TOM HOFFERT Chief Executive Officer

JACKIE ELLERBROCK Operations Director

Vice President –Advocacy

RICH DUNCAN

Rich Duncan Construction

Vice President –Events & Programming

JIM VU Core Solutions Consulting

Treasurer RYAN DEMPSTER Willamette Valley Bank

Secretary BRANDON BLAIR Summit Wealth Management

DAN JOHNSON Marketing & Communications Manager

JACKIE ROCHÉ Membership Manager

Member Services

BOARD MEMBERS

JONATHAN

CASTRO MONROY

Castro Monroy Group

TAMMY DENNEE

Oregon Cattlemen’s Association

JEFF DUNN

Lineage Logistics

PAM FAHNDRICH

WhirLocal Salem

TREVA GAMBS

Gamberetti’s Italian Restaurant

TODD GRANETO SAIF

ROGER HOY

Geppetto’s Italian Restaurant

JENNIFER MARTIN

First Commercial Real Estate

KATYA MENDEZ

Northwestern Mutual

DIANE MCLARAN

McLaran Enterprises, Inc.

TYSON PRUETT Anthem Strategists

BILL RIECKE Bark Boys, Inc.

QUANDRAY

ROBERTSON

Q’s Corner Barbershop

ALAN SOREM

Saalfeld Griggs, P.C.

JIM SPARKMAN

HomeSmart Realty Group

ZAK STONE

Zak Stone Photography

EVA PORRAS Membership Engagement Coordinator

CHRIS THOMPSON Workforce Development Specialist

RIBBON CUTTING REQUEST FORM

Let’s celebrate! Ribbon Cuttings are a complimentary service the Salem Area Chamber of Commerce provides to members at the Connector level and above that have just started a new business, have moved to a new location, or recently undergone a remodel. As the business owner, you have the option of making this event as simple or as elaborate as you wish.

Be sure to fill out a request form at salemchamber.org/ ribboncuttingform to book your date now!

JAMESON GIDEON Director of Business Advocacy

RUBEN GARIBAY McLaran Leadership Foundation Program Manager

ELSIE DEVINE

JUDY FISHER

KIRSTIE RUDICH CTEC Business Liaisons

HOSTING A GREETERS

Greeters is the largest and most active business networking opportunity in the Salem area. Greeters is available to all Salem Area Chamber of Commerce members (and their employees). Applications are due a week from booking your date. Requests are taken on a first-come basis. Members will be put on a wait list once the calendar year is full. Members can host Greeters once in a calendar year. salemchamber.org/host-greeters-application

What if ?

What if your idea started a program that brought music classes back to all Oregon schools?

What if you funded a scholarship that launched the next generation of Oregonian creativity?

What if your generosity helped keep the arts alive, and even thriving, in your community?

And what if you gave yourself the audacity to ponder how to make Oregon even better?

What if your head talked to your heart and they agreed to dream even bigger?

Maybe you start a scholarship.

Or launch a nonprofit.

Become a volunteer.

Or maybe you start a conversation with us, your statewide community foundation, and together we turn your ‘What ifs’ into powerful ‘Why nots.’

What if you joined us?

Caring for a loved one is one of life’s most important responsibilities, and finding the right support can make all the difference. FirstLight Home Care of Salem is dedicated to providing compassionate, high-quality home care services that empower individuals to live with dignity, independence, and comfort. Whether families need assistance for an aging loved one, a person with disabilities, or someone recovering from surgery, FirstLight Home Care offers tailored solutions designed to fit each client’s unique needs.

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Mission Built on Compassion and Quality Care

FirstLight Home Care was founded on a simple yet powerful mission: to help people live their best lives, regardless of age or ability. With a strong commitment to exceptional care, reliability, and client well-being, FirstLight Home Care provides professional caregivers who go beyond basic

assistance to foster meaningful relationships with those they serve.

The Salem branch follows the national FirstLight Home Care philosophy of “Culture of Care,” ensuring that every caregiver embodies qualities of empathy, patience, and respect. Families can trust that their loved ones are receiving top-tier support from a team that values integrity and personalized care.

Comprehensive Services Tailored to Every Need

FirstLight Home Care offers a wide range of in-home care services, allowing clients to remain in the comfort of their own homes while receiving the help they need.

By offering such a broad range of services, FirstLight Home Care ensures that every client receives customized care that aligns with their specific needs.

Making a Difference in the Salem Community

FirstLight Home Care of Salem is more than just a care provider — it is an active and engaged member of the local community. The team is dedicated to improving the lives of families in Salem and surrounding areas, fostering trust and peace of mind for those who rely on its services.

From participating in senior wellness initiatives to supporting local veterans, FirstLight Home Care is deeply committed to making a lasting impact. Its focus on community involvement ensures that families in Salem have access to quality home care services that prioritize both emotional and physical well-being.

What Clients Are Saying

The success of FirstLight Home

Care of Salem is best reflected in the words of the families it serves. Many clients praise the caregivers for their kindness, professionalism, and dedication to providing highquality care. Here’s what some have shared:

"First Light was a LIGHT in a very dark time. My Pop was being discharged from the hospital, but he wasn’t able to completely care for himself. He absolutely didn’t want to go to a care-center and the hospital refused to release him unless he had 24-hour care. First Light was on the hospital’s list to call. Within a matter of hours, they had a representative at the hospital explaining the care we could expect." - Jeri H.

"I was worried that my mom who lives in Salem wasn’t taking care of herself

or monitoring her diabetes so I decided to search online for in-home care and came across FirstLight. They’re very friendly and make the whole process easy." - Sarah E.

These heartfelt testimonials

demonstrate why FirstLight Home Care is a trusted name in home care services.

Compassionate Care When It Matters Most

When families in Salem need a reliable, compassionate, and professional home care provider, FirstLight Home Care stands ready to help. Its commitment to exceptional service and personalized care makes this provider a top choice for those seeking support for themselves or their loved ones.

To learn more about FirstLight Home Care of Salem, visit firstlighthomecare.com or call (503) 990-6651 for a consultation. 503.

Reasons to Reach Out to FirstLight Home Care of Salem:

• Personal Care: Assistance with bathing, hygiene, mobility, and other daily activities.

• Companion Care: Emotional support, conversation, meal preparation, and help with errands.

• Respite Care: Temporary relief for family caregivers, ensuring they get the breaks they need.

• Dementia Care: Specialized support for individuals experiencing memory loss.

• Veteran Care: Dedicated care solutions for those who have served in the military.

• Post-Surgery and Rehabilitation Care: Short-term assistance for individuals recovering from medical procedures.

• Travel Companion Services: Helping individuals travel safely with extra support.

The Lyons Group Consulting

Scaling Family Businesses While Restoring the Relationships That Matter Most

In today’s competitive business landscape, family-run businesses face unique challenges at the intersection of growth, leadership, and family dynamics. The Lyons Group Consulting stands apart, not only offering strategic expertise, but also walking with clients through execution and restoring the family relationships that drive long-term success.

While many consultants can diagnose problems, The Lyons Group Consulting specializes in helping family-run businesses discover long-term solutions. By digging into the roots of the business and understanding the relationships that have branched off from the family tree, The Lyons Group helps unearth new pathways to success while building upon the strengths of a business’s existing foundation.

A Family Business is About More Than the Bottom Line

Founder Patrick Lyons and his

team know that in a family business, every decision touches both profit and people. That’s why The Lyons Group partners so closely with families to scale the business, strengthen leadership, and protect the relationships that matter most for future generations.

With an experienced team in understanding the intricacies of family-run businesses, The Lyons Group has a proven history of helping families overcome challenges and achieve lasting business and relationship success.

Family Business Consulting: Strategic Support That Drives Results

Crafting a business or strategic plan is one thing, but effectively executing it is another.

The Lyons Group not only supports businesses in shaping a plan but also brings a proven approach to put that plan into action. Utilizing its expertise in executive coaching

The Lyons Group’s Step-by-step Consulting Approach:

• Step One: Understanding Your Business - The Lyons Group begins by learning the culture, family dynamics, and what truly makes the business tick — then uses real data to shape tailored solutions.

• Step Two: Comprehensive Planning, Alignment, and Execution - Together with clients, The Lyons Group develops a clear strategic plan and ensures alignment and buy-in from every leader.

• Step Three: Building Bridges - The Lyons Group facilitates open dialogue to resolve conflict, build trust, and align family and business goals.

• Step Four: Proven Tools and Strategies - Clients receive practical tools to guide decisions, strengthen collaboration, and stay focused on what matters most.

• Step Five: Long-Term Change That Sticks - The Lyons Group helps lock in lasting change with continued support and leadership development beyond the initial wins.

While the approach is proven, The Lyons Group also understands that each business and family is unique and tailors its coaching and leadership development training to build the most effective working environment for each client.

and leadership development, The Lyons Group offers deep insights into a business’s unique circumstances, culture, and goals. It then sparks growth opportunities by aligning leadership teams, developing leaders, and building high-performing teams and cultures that deliver measurable outcomes.

The Frustrated CEO Podcast: More Voices of Support

The Lyons Group also hosts The Frustrated CEO Podcast, sharing candid conversations with CEOs and senior leaders about the real struggles and breakthroughs of running a business. Relaying the message that fellow CEOs don’t have to go it alone, the podcast is a great source of reflection, support, and learning.

Partnering for Long-term Success

The Lyons Group is more than a consulting firm; it’s a trusted partner for families who want to grow, innovate, and thrive without losing what makes them unique. With a team that genuinely cares about both business outcomes and family well-being, The Lyons Group has become a trusted guide for companies

locally, nationally, and even globally.

Whether you’re looking to enhance your leadership team, navigate organizational change, or develop a strategic plan for the future, The Lyons Group is ready to help you achieve your goals, realize your dreams, and secure your legacy.

For more information, visit thelyonsgroupconsulting. com and discover how The Lyons Group can guide your business toward lasting growth. 503.

Kaufman Homes Celebrates 50 Years of Craftsmanship and Gratitude

Fifty years ago, brothers Gary, Dean, and Duane Kaufman rolled up their sleeves with little more than skill, vision, and determination to serve their community, establishing their now regionally renowned and respected company, Kaufman Homes

Without a big office or polished brand, Kaufman Homes began at Gary’s kitchen table, where conversations about masonry, carpentry, and sales turned into a plan to build something lasting. Gary, the visionary and mason, laid both stone and strategy. Dean, with a background in marketing, connected with the community while shaping landscapes and guiding sales. Duane, the finish carpenter, brought projects to life with a craftsman’s eye and a personal touch that made clients feel like friends.

Their shared goal was simple yet powerful: to build homes rooted

becoming a trusted name in the community. By the 1990s, larger offices followed, and eventually, in 2022, a custom-built headquarters brought all of Kaufman’s divisions under one roof; symbolizing not just growth, but the spirit of innovation that still drives the company forward.

homes without starting from scratch. In 2012, Kaufman's Home Maintenance was born to provide long-term preventative care, a reflection of the company’s belief that relationships shouldn’t end once the keys are handed over. Leadership passed to the next generation in 2015, when Kent and Dale Kaufman purchased the business. Five years later, they expanded their vision once again with the creation of Kaufman Commercial, bringing the same values of quality and integrity to local businesses and organizations.

The neighborhoods of Salem and beyond still carry the mark of Kaufman Homes’ work. From the Seegar Estates duplexes and Kooskooskee in the late ’70s, to Gleneagles in the ’80s, to Glendora Estates and The Club Villas in later decades, Kaufman developments have shaped communities where

But ask Kaufman Homes what truly defines its 50 years, and the answer isn’t bricks, beams, or blueprints. It’s people. Clients have always been at the heart of the story — people willing to entrust Kaufman with their most personal investment, their homes. They have held the company to high standards, shaped its service-oriented culture, and, in many cases, become lifelong friends.

Equally central are the trade partners, architects, designers, subcontractors, and vendors who share Kaufman’s values

Medicare made easy.

and bring expertise to every project. Their collaboration has made it possible to consistently deliver excellence. “A good deal has to be good for both parties,” co-founder Duane often said. That belief became the foundation of Kaufman’s “Win5” philosophy: for a project to truly succeed, it must benefit the client, the trade partners, the team, the community, and the company. That mindset has transformed business transactions into partnerships, and projects into legacies.

Through five decades of change, Kaufman Homes has held fast to the values that started around a kitchen table: craftsmanship, integrity, and care for people. From the modest beginnings in 1975 to a thriving, multi-division company today, the journey has been shaped by the trust of clients, the skill of partners, and the support of the Salem community.

As Kaufman Homes steps into its next chapter under Kent and Dale’s leadership, the mission remains clear: to build with heart, to serve with integrity, and to keep relationships at the center of everything. The past 50 years have been a foundation. The future promises to be just as strong.

Learn more about Kaufman Homes and explore its work at Kaufman.net 503.

New Local Transit Tax Would Set Up Roadblocks to Economic Growth

When you’re headed in the wrong direction, it’s time for a U-turn

With authority granted by the Oregon Legislature following the 2018 session, the Salem Area Mass Transit District, also known as Cherriots, is now preparing to implement a 0.7% employer-paid payroll tax on Salem-area businesses that would take an estimated $39 million annually from our business community. While we value our partnership with Cherriots and appreciate the services it provides to our community, without business representation on its board of directors, the decision to tax local businesses signals we’re headed in the wrong direction.

How We Arrived Here & Business Community Opposition

For some additional context, let’s take a quick drive down memory lane. In 2015, some will recall how voters rejected the Cherriots-initiated employer-paid payroll tax ballot measure, which protected our small businesses at that time. The proposed tax in 2015 was 0.21%, much smaller than the one currently being proposed.

broader local business community, the Salem Chamber’s official opposition statement to the proposed tax made clear the economic damage the tax would cause, writing:

“Taxing $39 million from local businesses will hurt all employees and families. Every dollar of this employerpaid payroll tax is taken directly from small business budgets and will result in fewer job opportunities, reduced capital investment, higher prices for goods and services, and diminished charitable contributions. Our organization is asking Cherriots to refer this to a vote of the people via ballot measure or withdraw its implementation altogether. Local voters must decide whether we can afford new taxes — not the Cherriots Board.”

How Exactly Will This Tax Affect My Business?

In the 2018 Legislative Session, promises were made, but not kept, to include strong business participation on the Cherriots Board. Business participation could have provided balance alongside Cherriots’ new legislative authority to raise taxes.

On July 31 of this year, our organization hosted the Cherriots Board to present its 2026 employer-paid payroll tax plan to members of both the Salem Area and Keizer Chambers of Commerce. As presented by Cherriots, the 0.7% payroll tax would generate $39 million from local businesses each year to benefit approximately 4% of the Salem-Keizer population using the transit system. With the implementation date for this tax quickly approaching, the business community has loudly expressed its concerns and opposition, including the more than 130 members from both chambers who attended that July 31 forum event.

Since then, and after subsequent community conversations about how this tax would negatively impact local businesses, Cherriots has considered postponing implementation until January 1, 2027.

Expressing the collective concerns of its members and the

The way to calculate your businesses’ tax liability is to multiply the gross taxable payroll earned within the transit district by the proposed transit payroll tax rate. A minimum wage employee earning $15.05/hour would earn approximately $30,100 per year. That number multiplied by the proposed employer-paid tax rate of .007 would result in an estimated tax rate of $210.70 per minimum wage employee.

The U.S. Bureau of Labor Statistics reported the average weekly salary in Marion County is $1,258 per week, which is approximately $65,416 per year. The annual employer-paid payroll tax estimated calculation for this employee would be $457.91. The average employer would pay approximately $3,500 per year.

This new employer-paid payroll tax will bypass some entities. The proposed exemptions being considered by Cherriots have not yet been adopted in policy. Those employer-paid payroll tax exemptions may include federal credit unions, public school districts and public education districts, 501(c)3 nonprofits and tax-exempt institutions (except hospitals), insurance companies (except domestic insurers), domestic service in a private home, public special service and utility districts, port authorities, fire districts, City, County, and other local governments.

provides the necessary tax base for government services, and the compounding effect of taxes and fees will be felt by all employees and families. The Cherriots Board’s pursuit of this employer-paid payroll tax is essentially substituting its judgment over the needs and priorities of the entire SalemKeizer community. Taxing approximately $400 million from local businesses over the next 10 years will harm our community, employees, and families, resulting in business constriction or relocation alongside slower wage growth and smaller benefit packages. Investing that much into transit disregards other investments our entire community may need and prioritize more than expanded local transit services.

Employers should not forget the local transit property tax currently parked at their business. This permanent transit property tax was cemented after the passage of Measures 5 and 50 in 1997. The local transit property tax rate is $.76 per $1,000 in assessed value, and Cherriots is the only transit district to have a local property tax.

We Need to Change Direction

The business community needs to steer the conversation. According to CNBC, Oregon’s business friendliness is ranked 48th in the nation. Our local business community

At the Salem Chamber, we strongly believe that if Salem is to become a competitive market to expand or locate a business, we cannot afford to be the only transit district that would have a transit property tax, employee-paid transit payroll tax, and employer-paid transit payroll tax. Furthermore, Cherriots is poised to receive double the employee-paid transit tax under the current transportation package being considered by the legislature.

We’re encouraging our members to stay engaged on this issue, and our organization will continue to communicate and facilitate opportunities to voice your concerns. We need to remove roadblocks for businesses, not construct more speed bumps to prosperity 503.

Chamber Business Women: Promoting Personal Growth, Professional Development & the Power of Connections

Now hosting or leading well over 100 events and programs each year, the Salem Area Chamber of Commerce is proud to offer networking and connection opportunities to just about anyone and everyone in the region looking to grow. Whether you are a small business owner, corporate executive, young professional, or an ambitious employee, there are plenty of ways (Forum Speaker Series, Greeters, Business Advocacy, Executive Leadership Council, Salem Emerging Leaders) to get involved and get engaged all year round.

As our business community continues to rally together in support of local companies and their people, many programs within the Chamber have experienced unprecedented

growth and participation in recent years, including Chamber Business Women (CBW) Designed to connect, inspire, and empower women in business, CBW offers a blend of monthly luncheons, social gatherings, and special annual events that foster both professional growth and personal connections.

“It has been incredible to see the growth over this past year,” said 2025-2026 CBW Chair Cathie Velasco. “It sincerely makes my heart happy seeing strong women come together from all different businesses.”

Created by women and for women, CBW is now known as a supportive space where local businesswomen come to uplift one another while thriving as a collective — a powerful

combination that has helped the entire program become one of the most impactful initiatives within the Salem Chamber.

Growing Momentum at Monthly Luncheons

The flagship gathering of Chamber Business Women is its monthly CBW Luncheon, which has become a must-attend event for women across Salem’s business community. Typically hosted on the third Tuesday of the month, this engaging program features dynamic and renowned speakers, networking opportunities with peers as well as trailblazing industry leaders, and thoughtprovoking topics. The speakers and topics are carefully curated to stimulate both professional and personal growth, while also

covering a wide range of industries and career levels. Boasting average audiences of more than 50 women, topics at recent events have included public speaking, emotional intelligence, and generational perspectives.

On September 16, 2025, Chamber Business Women kicked off a new season of its monthly luncheon series with a presentation by local business coach and consultant Lucy Escobar, titled “Balance for Success: Aligning Life, Career, and Purpose.” Drawing more than 80 attendees — including many experiencing CBW for the first time — the gathering did much more than provide a meal, but rather an opportunity to empower one another.

"Speaking to more than 80 inspiring women at CBW was an honor,” said Escobar, a Salem Chamber Board Member and the owner of Lucy Escobar Coaching and Consulting, LLC. “Many walked away with renewed confidence, clarity, and the courage to dream."

"The most rewarding moment was hearing, ‘Thank you for inspiring me to dream again,’” Escobar added. “That’s the true impact of bringing women together in community."

With attendance continuing to grow month after month, what once felt like an intimate gathering has transformed into a dynamic room full of energy, ideas, and collaboration in a relatively short amount of time. The CBW Luncheons are proving there is a strong desire for connection,

shared experiences, and growth among businesswomen in our region — which is why we are grateful to our CBW volunteers for helping lead this program into the future.

CBW Shines Bright at Annual Summer Social

While the monthly luncheons may be the regular gathering place for CBW, the annual tradition of the CBW Summer Social is quickly becoming the most anticipated event of the year on the CBW calendar. This summer, CBW hosted a record 140 attendees at its annual social on July 22 at Cubanisimo Vineyards for an unforgettable evening of incredible views, wines, and camaraderie. Against the backdrop of rolling vineyards and a glowing sunset, Chamber members and their guests enjoyed an atmosphere that perfectly blended professional networking with social connection.

“Our Summer Social was a

beautiful event,” said Velasco. “The vibe was perfect. It was great to see everyone connect and have a great time. I feel it was the first time I got a glimpse of where I would like to see CBW go.”

As with all CBW events, the social was about more than gathering with friends but was also about celebrating the success of women in business - in the Salem area and beyond. The sun-soaked air was filled with positive energy and lively conversations, while the event captured the essence of CBW: empowerment, inspiration, and community spirit.

After Hours Events

As demand for more CBW programming has increased in recent years, the Salem Chamber has added quarterly CBW After Hours programs. Like the monthly luncheons, After Hours features a different host for each gathering, but in a more casual

setting and often without a particular topic. Again, in the Chamber’s effort to provide opportunities for everyone, these After Hours gatherings give women who devote their social time to the evenings the chance to attend CBW functions and take advantage of the powerful networking time they offer.

Looking Ahead

The recent growth and success of the CBW program make clear the need for spaces where women can connect and lead together. As the program continues to build momentum and as the women of the program continue to make lasting impacts on one another, our workplaces, organizations, and the broader community can only grow stronger. With the energy and participation seen this year, the future of CBW looks brighter than ever.

“As this year's chair, my goal for this group of women is to emphasize how strong and beautiful they are within,” Velasco said. “Everyone has a different journey and experiences with obstacles and wins. Overall, it is about them. I look forward to all our upcoming

speakers and to seeing CBW grow. All women are welcome.”

Visit SalemChamber.org and view the Salem Chamber’s Event Calendar online to see what CBW events are coming up next! 503.

At Salem Health, you’re not just joining a team. You’re becoming part of something greater. Here, Care with Respect is more than a promise, it’s how we grow careers, support one another and improve lives every day.

Explore your next opportunity with Salem Health. salemhealth.org/careers

All the benefits you expect from a top-tier employer, plus surprising perks for qualified candidates:

• Relocation assistance

• Public service loan forgiveness eligibility

• Education assistance

• 24/7 staff fitness center

• Discounts at our on-campus restaurant, pharmacy, and area retailers like Nike, Adidas, Carhartt and more

Next Chamber Business Women

To advertise contact Jerry Stevens jerry.s@mtangelpub.com 541-944-2820 www.mtangelpub.com

A Snapshot of Summer Fun at the Salem Chamber!

While some Salem Chamber event series took a break for July and August, our annual summer gatherings were hotter than ever this year, with record attendance at the Chamber Business Women (CBW) and Executive Leadership Council (ELC) Socials. Thank you to everyone who joined us in the sunshine this summer!

Here is a peek at some of the fun members had together during the summer months. We hope to see you at a Salem Chamber event this fall and/or winter as we continue to host events that foster powerful community connections. Visit salemchamber.org and check our Event Calendar to see what’s coming up next and how you can get involved!

Above and Left: Summer Greeters hosted by Valor Mentoring and Bison Dump

& Junk Removal

Right and Below: Summer Ribbon Cuttings at 620 Collective, B3: Beauty, Beverages & Books, RH Wines and Noodle Zone.

Continued...

Misti Cook

As an extrovert who enjoys her personal, quiet time and as a leader who often listens more than she speaks out, Salem Chamber Ambassador Misti Cook embraces the unexpected, loves pleasant surprises, and is admirably accepting of the beautiful complexities of life, people, and the community she calls home.

Misti doesn’t shy away from challenges, hard conversations, or contradictions that might confound others, but rather approaches them with positivity, an open curiosity, and a can-do attitude. It’s that mindset that first propelled her to get involved with the community and the Salem Chamber, where she has been a proud Ambassador for the past three years and is a natural connector.

“I learned very quickly that the name of the game is to learn more about other people than you offer about your own business,” Misti says. “Be others-focused, and business will follow. And as I got involved in it, I found that the business community overall, in Salem particularly, was way more welcoming than I was led to believe. I found a lot more friendships and camaraderie among other peer groups that I never would have connected with.”

Along with forging friendships with businesspeople from all walks of life and those with different perspectives, Misti says she derives the most joy from seeing the Salem business community rally together to support one another, despite any differences they may have.

“Everybody's business is different,” Misti says. “But I've noticed that any time a business owner, whether they're in the Chamber or not, is having a problem, the Salem community comes out in droves.”

Misti recognizes that level of community support is not common everywhere, which is one of the main reasons she is proud to call Salem home. However, she also knows that support comes with showing up and being open and available to others. As Misti helps guide new members through the Chamber and networking events — like the weekly Greeters meetings — she shares the biggest lessons she’s learned, including being persistent, present, and constantly seen by consistently engaging with others.

“You have to realize it's the long game,” Misti says about networking within the Chamber. “It's about investment and recognition. I worked for the Statesman Journal in advertising for a few years, and one of the things they say in advertising is, it's always about top-of-mind awareness. The more often your ad is seen, the more chances you have that someone is ready

and needing your product at any given time. It's the same with the Chamber.”

Misti says simply showing up and getting involved has not only made her a better Ambassador, but has paid off for her as a member, too. In her 15 years as a Client Advocate for Cascade Collections, she says she’s gained many client businesses from her networks and has helped those clients collect on payments and invoices from services rendered.

While working in collections comes with its obvious challenges, Misti loves her job and the company she works for, which, befitting of her own personality and ethos, does business differently than others in the industry. By working to heal relationships between clients and consumers, Misti says her employer strives to make people whole in more ways than one.

“I am the kind of person who loves to buck the system and do the unexpected. And I love the fact I'm working for a collection agency that truly has a heart, that cares about people, and collects with compassion. I love being the opposite of what people expect from collections.”

Misti embraced another previously unexpected opportunity to lead last July, when she was elected to the Board of Directors of the Keizer Chamber of Commerce. There, she’s taken the successes she’s seen and experienced at the Salem Chamber to help Keizer develop its own ambassador program, which is still in its early stages. And while she’s noted several differences between the two chambers, Misti is helping the Keizer program see beyond those differences and identify its own unique strengths.

As someone whom Keizer Chamber of Commerce Interim Executive Director Shaney Starr affectionately called an “enigma,” Misti Cook truly defies categorization. Outside of her volunteer roles and her work, you may find her target shooting, self-defense training, or smoking cigars with fellow stogie enthusiasts. Then again, you may also find her enjoying a peaceful afternoon with one of her favorite mystery novels.

One can say Misti Cook is many things, but one of those is a true leader. And we are proud to call her a Salem Chamber Ambassador and the Ambassador of the Quarter for Autumn 2025! The next time you see Misti at an event or gathering, congratulate her on this recognition and thank her for serving both the Salem and Keizer business communities. 503.