Issue link: https://www.epageflip.net/i/38205
WEDNESDAY AUGUST 3, 2011 Breaking news at: www.redbluffdailynews.com See Below RED BLUFF 1 Killed in Rollover Manta Rays SPORTS 1B Sunny 97/65 Weather forecast 6B DAILYNEWS TEHAMACOUNTY DAILY 50¢ T H E V O I C E O F T E H A M A C O U N T Y S I N C E 1 8 8 5 local preference By ANDREA WAGNER DN Staff Writer Tehama County Supervisors, split on the issue, passed an ordinance giving preference to local busi- nesses in the bidding process for certain county pur- chases. Supervisors waived the second reading and passed the local business preference ordinance with a 3-1 vote Tuesday. To pass such a law, the county must have two read- ings of the ordinance before passing it. Then, it takes effect 30 days after it passes. Supervisor George Russell, who expressed opposi- tion during the first reading of the ordinance a week before, was absent Tuesday. Chairman Gregg Avilla voted against the ordinance both times. Supervisors Bob Williams and Dennis Garton intro- duced the ordinance to the board July 26. Williams told the board, then, that he’d been asked by business owners in the county if there was a prefer- ence given to local businesses for county purchases. He researched the issue with Assistant County Counsel Arthur Wylene to help come up with the proposal, he said. The ordinance will allow local businesses, as defined in the law, to re-submit bids that are within 5 percent of the lowest responsible bid. The businesses would have three days to submit a new bid that is equal to or less than the lowest bid sub- mitted. See LOCAL, page 5A Woman hurt in Lake Calif crash A Cottonwood woman received major injuries in a solo vehicle crash at 7:35 p.m. Mon- day on Lake California Drive. Catherine Cordova, 47, was taken by ambu- lance to Mercy Medical Center in Redding for her injuries. Cordova was driving her 2001 Volkswagen Jetta west on Lake Cali- fornia Drive, about 2.9 miles east of Bowman Road, when she allowed her vehicle to drift. At about 40 mph, Cordova took her eyes off the road to look for her cellphone, said Cali- fornia Highway Patrol Officer Phillip Mackin- tosh. Cordova realized she was drifting into the eastbound lane and steered hard to the right, which caused her vehi- cle to veer off the road where it collided with a large oak tree, Mackin- tosh said. After collision Cor- dova’s Jetta, which had major damage, came to rest against the tree fac- ing northwest, he said. — Julie Zeeb Daily News photo by Chip Thompson Roger Brooks, CEO of Destination Development, Inc., speaks to a group of more than 200 about the importance of identifying a local brand, and the pitfalls of using vague descriptions and generic images in marketing materials,Tuesday morning at Carlino’s Event Center at Rolling Hills Casino in Corning. By TANG LOR DN Staff Writer After investing thousands of dol- lars into an effort to create a mar- keting brand to put Tehama County on the map, a couple hundred com- munity members attended a work- shop Tuesday featuring the return of marketing guru Roger Brooks. The CEO of Destination Devel- opment, Inc., Brooks delivered much of the same message as he did more than a year ago, to pretty much the same crowd, that high- lighted the key components needed and not needed in building a brand. The necessities include getting rid of the generic, focusing on a pri- mary lure, brand champions or those willing to drive the idea and take the flak, money and product ‘You never roll out a brand. You earn it’ — Roger Brooks development backed by an experi- ence. Local politics will kill the pro- ject, as well as trying to reach a public consensus, Brooks said. Brands should be built on feasibili- ty, not local sentiment. “You never do branding by pub- lic consent,” he said. It takes an outsider to help with the process otherwise people devel- 75 youth spend week at camp Staff report In its 49th year, the annual Red Bluff Kiwa- nis Summer Camp at Camp Tehama hosted 75 local children for five days of activities July 27-31. In addition to campers, there were 18 Junior Counselors from local high schools and dozens of Kiwanis vol- unteers leading activi- ties, preparing meals and organizing camp- fires and a hike in Lassen Volcanic Nation- al Park. Money to stage the camp, which is free for campers, is raised dur- ing two major fundrais- ers each year by Red Bluff Kiwanis — the Red Bluff Round-Up Pancake Breakfast, held the Saturday of Round- Up weekend at the Elks Lodge, and the conces- sions booth selling ham- burgers and hot dogs on the fairground midway during the Tehama Dis- trict Fair in September. In addition to the fundraisers, Kiwanis get generous donations from op a group hug mentality of wanti- ng to include everyone and every- thing so no one’s feelings get hurt. “I’ve got no politics in this,” Brooks said. “I’m not tied to any- thing in Tehama County.” Brooks sprinkled comments throughout the presentation about the effort in Corning and the progress being made there. Corning recently adopted a logo featuring a green olive and is dis- cussing options for way-finding signs along the same theme. Logos only make up 2 percent of the brand but always get 98 percent of the attention, Brooks said. Logos are simply an exclamation point on a marketing message. People are not going to come just because of a See BRANDING, page 5A Paynes Creek man killed in rollover County opts for Branding 101 Courtesy photo by Luke Harless A Jeep Cherokee is loaded onto a tow truck after a fatal crash Monday on Paynes Creek Road. By JULIE ZEEB Daily News photo Kiwanis Camp Dean Donna Ross speaks to the campers Saturday during the annual, five-day camp hosted by Red Bluff Kiwanis at Camp Tehama. local businesses to help make camp possible for the youth of the commu- nity. I-5 Tire provides inner tubes for tubing in the creek; Greenwaste donates garbage and recycling services and money for prizes; Gen- try Media provides pic- tures for the campers’ 7 5 8 5 5 1 6 9 0 0 1 9 Red Bluff Outdoor Power cabins; Home Depot donates supplies for the craft projects; Elle Scott donated Camper of the Day prizes. Each camper makes a tie-dye T-shirt to take home and the shirts are sponsored by Umpqua Bank, Cornerstone Community Bank, Walker Printing, Green- waste, Carbonell Chiro- practic Health Center Gentry Media, We Shoot Ya Photography, Buddee and Sheree, La Corona Mexican Restaurant and McGlynn and McGlynn. Medical services were donated by Physi- cians Assistant Cindy Hale and nurses Patty Spidle and Kim Hobart. Steve Zachary of Lassen Volcanic Nation- al Park coordinated the Friday hike to Mill Creek Falls inside the park — three miles See CAMP, page 5A DN Staff Writer A crash involving a 1989 Jeep Cherokee at 6:43 p.m. Monday on Paynes Creek Road has claimed the life of a Paynes Creek man. See ROLLOVER, page 5A PHYSICIAN REFERRAL A FREE SERVICE PROVIDED FOR YOUR CONVENIENCE 1-800-990-9971 CHW North State Region