Mason Scott
Cimarron–Memorial High School
Class of 2014
Mason Scott is a doer, plain and simple. If the senior at Cimarron—Memorial High School sees something that can be improved, expanded upon or built (literally and figuratively), he’ll do it without so much as a blink. With “Founder & President” already under his belt, Mason’s aspirations know no limits, and the high bar he places for himself only serves as inspiration for any challenge that awaits him. With a matter-of-fact viewpoint, pragmatism well beyond many his age and a motivating outlook on changing the way the world works, Mason rises – A Step Above.
Work/Community Service
- Nikkiso Cryogenics, 2013-Present
- United Students of FIRST: The Las Vegas Chapter – President & Founder, 2013-Present
- Nevada FIRST FLL Student Advisory Committee – Leader, 2011-2013
- Nevada FIRST FLL Tournament Student Host, 2011-2013
- Nevada FIRST FLL Coaches Workshop – Lead position & presenter, 2011-2013
- FRC Workshop Host, 2012-2013
Sports/Clubs/Awards
- Cimarron – Memorial High School Robotics Team 987, The HighRollers, 2011-Present; Vice President, 2012-2013; President, 2013-2014
- FIRST Team World Championship, 2007 and 2012-2013; Winners, 2007; Finalists, 2012; Division Finalists, 2013
Your goals focus around mechanical engineering? I would say my biggest goal in life is to be successful to my standards. I am pursuing a career in mechanical engineering and I aim to have my masters before I turn 25. Mechanical engineering will always intrigue me, and somebody will always need something built! I would say my biggest aspiration is to start an engineering firm at some point in time.
Tell us about the United Students of FIRST Chapter You Founded Here: Here in Las Vegas FIRST robotics is trying to grow, but FRC (the high school section of FIRST) is very costly and many teams find it hard to be self-sustaining or willing to put in the amount of work it takes to build a good team. I noticed that even when teams did communicate, it was never student to student. It was always mentors just emailing mentors, and no one was really working together. I wanted to start an organization specifically for students, by students. We host meetings where students on all of the teams in Southern Nevada can get together and discuss different things ranging from finances, robot designs, all the way to leadership and team construction. Most people don’t realize that students on FIRST teams are the ones who run the team. Mentors work with us, they’re not doing the work for us. This was a way for everyone to collaborate and build off of each other in order to create a stronger community.
You have a great outlook on failure. Failure is something to learn from and it inspires me. Everywhere I look there’s a reason to continue pursuing my career, my personal aspirations, and the things I want as strongly as I do. An object in motion tends to stay in motion, right? Inertia? That means if I stop doing what I’m doing, it’ll just be that much harder to try again. So, why let a little failure stop me dead in my tracks when I can use that failure to fuel myself? Nothing is too difficult until you give up.
Picture this: You’re the President of a non-profit…what would it be? I would love to be the President of a charitable organization that helped get young people on their feet when they have no other support, like young adults who have lost both their parents, or don’t have the funds to go to college and pursue a better career and better themselves. I believe everyone should have the opportunity to better themselves, as long as they are willing to work for it. But how can somebody pursue something if they can barely make ends meet?
Cindy Rivera
Spring Valley High School
Class of 2014
When it comes to education, college and planning a future there are students who are set on a path from a young age, and there are those who blaze their own trail. Cindy Rivera, a senior at Spring Valley High School, is the latter. As one of the first in her family to attend college, Cindy is realizing a lifelong dream and far surpassing it with a focus on medicine. And, better yet, she is pulling it off with style and class. Her passion, thoughtfulness, spirit and concern for others will not only garner success in the medical world and in her life, but also places her – A Step Above.
Scholarships/Awards
- Spring Valley High School Honor Roll, 2011-2013
- UC Irvine Position Paper Award, 2012-2013
- Paris Model United Nations Honorable Mention, 2013
- AP Scholar with Honor, 2013
- Brigham Young University Position Paper Award, 2012
- Benedict College Presidential Scholarship
- Whitworth University Presidential Scholarship
- Virginia State University Presidential Scholarship
Clubs/Community Service/Sports
- Model United Nations, 2011-2013; Secretary, 2012; Vice President, 2013
- Advancement Via Individual Determination Club, 2011-2013; Vice President, 2011; President, 2012
- Mu Alpha Theta, 2012-2013; Historian, 2013
- Relay for Life (American Cancer Society), 2011-2014; Team Captain, 2011; Co-Chair, 2012; Event Chair, 2013-2014
- Varsity Bowling Member, 2011-2012
You are very focused on your future in medicine. My biggest current goal is to be able to go to a good university for free and take the burden off of my parents. In the future, I plan to attend medical school and specialize in neuroscience to become a surgeon. Ten years from now, I see myself completely independent. My career will be in its foundations and I will be creating a name for myself in the field of medicine.
Your family has a huge influence on you. I look up to my mother. She has been through so much adversity in her life and is the strongest woman I know. She puts 100% into everything she does and is always my biggest fan, because she knows I do the same. My biggest accomplishment is making my family proud of the person I am becoming. Being one of the first in my family to go to college, I am living out the dreams they have had for me since I was born.
Education is very important to you. Young adults today do not understand the significant value that education holds on one’s future. If I could get every teenager to see the difference between life with an education, and life without one, I would.
Picture this: You’re the President of a non-profit…what would it be? I would be the President of the American Cancer Society. Being a part of Relay for Life, I have witnessed first hand the immense impact the organization makes on cancer patients and survivors. It is truly inspirational.
Favorite quote to live by: “You can waste your life drawing lines or you can live your life crossing them.”
Once is not enough: The Importance of Frequency in Advertising
“I just want to try advertising once to see what kind of results I will get.”
This is a statement I hear from business owners all too often that will, in the end, cause a huge deal of aggravation, wasted expense and ultimately disappointment with an advertising campaign. What’s the reason for this? In advertising, once is just not enough.
A successful advertising campaign has so many variables to consider: Where do you advertise? What size is the ad? What product or service are you advertising? How does your message and call to action relate with your target audience? These are all important questions, but one of the most important (yet often overlooked) questions when considering the effectiveness of your campaign is: What is your ad frequency?
How often you advertise and how consistently your target audience engages with your brand through advertisement is one of the keys to a successful program.
A Common Misconception
We all advertise for the same reason, right? We want to bring customers through the door and sell more products (or services)! Most business owners I have spoken with over the years grasp that concept. What I’ve noticed, however, is those same business owners don’t truly understand the process a customer goes through, starting way before seeing an advertisement, leading up to purchase. In their minds it’s a seemingly simple equation:
– I take out an advertisement.
– Targeted potential customer, John, sees the advertisement.
– John walks in to my store and buys my goods or services.
If the first-time ad doesn’t go according to this equation, then the advertising doesn’t work and I just lost money. In fact the only true part of that last sentence is – If you only ran the ad one time, you probably did just waste your money. In reality, your advertising did better than you thought, but without frequency you never got the chance to experience it.
So, why is frequency so important?
It all comes down to the buying cycle. Research shows a consumer goes through a similar process every time they consider a purchase. The higher the ticket price or the more personal it is, the longer the buying cycle. A typical buying cycle a new advertiser must take into account is:
#1 – Awareness – Before a potential customer even enters the buying cycle they must know you exist. This means they will consider your company once they enter the cycle and also allows you the ability to bring potential customers into the purchase cycle for your product or service (See #2).
#2 – Interest – After your customer realizes you exist; you have the opportunity to then influence the buying cycle by creating interest in what you are selling.
#3 – Need – If you have done a good job of creating interest, it will push the customer to determine if they have a need for your product or service.
#4 – Comparison – This is the point at which knowing your competitor is crucial. The value of the product and buying risk for the customer will determine how thorough this stage will be.
#5 – Purchase – The customer has satisfied the previous four steps and makes the purchase.
#6 – Satisfaction – Once the purchase is made the customer then enters post-purchase mode, in which they determine whether the product lives up to their expectations.
#7 – Referrals – This is also a post-purchase activity, but extremely important with the rise of websites like Yelp (a recent study showed nearly 90% of customers are influenced by a positive review online). If everything is as “advertised” customers will gladly send their friends and family to you. Momentum begins from this point.
So what does frequency have to do with the buying cycle? Depending on budget and urgency there could be weeks, months or years between Step 1 and Step 5. Frequency in advertising is what pushes you through the steps and why the more you advertise consistently, the better your results become. Different studies have suggested the frequency of advertising should range from three to seven times depending on the product, cost, target audience and medium. Industry opinion can dictate up to eleven impressions before action is taken. After this, however, consistent advertising serves to reinforce your brand, and provide top of mind awareness among your current customers while simultaneously engaging new customers in the buying cycle.
Here today gone tomorrow advertising is one of the most expensive actions that a business owner can take. Patience and effective frequency pays off in the long run, generating new business and building a sustainable foundation for your brand.
Blue Star Mothers and The City of Henderson
As we sit down with our families during the holidays and, for some, watch our children excitedly rustle through holiday stockings, it’s important to remember that many brave men and women are not home, but are abroad and at times in danger, serving our country. Those soldiers have volunteered to forego the warmth and love of their families at home to protect the freedom and safety of ours.
A local non-profit, Blue Star Mothers of Southern Nevada, worked to ensure that local troops who are currently deployed overseas do not go without a stocking this holiday season. Working with the City of Henderson and local volunteers, the group of mothers (all of whom have a child who has honorably served in the military) collected items representing the “comforts of home” for our troops abroad. “As mothers, we have always been there to protect our kids. But today, they are the ones protecting us,” said Blue Star Mothers President Chere’ Pederson. “Many of our sons and daughters are serving their country by defending our freedom in Iraq and Afghanistan and other areas referred to as the War Zone. As the holidays draw near, we think about the traditions and comfort that we enjoy at this time and are glad to be able to send our kids a little ‘Home’ for the holidays.”
City of Henderson representatives and students from McCaw Elementary School gathered to assemble the over 1,000 stockings with items collected from local residents. Our local heroes serving overseas can rest easy knowing we are here thinking of them. To learn more about Blue Star Mothers of America visit www.bluestarmothers.org.
Young Men’s Service League’s “Ultimate Gift” Benefits Project 150
November was National Philanthropy Month and, considering this time of year also tends to be one of the hardest for those in need, it’s fortunate to have an influx of assistance, support and partnership from charitable organizations in the city.
One such organization came together to make a huge impact on our local high school youth. The Young Men’s Service League (YMSL) Las Vegas, in conjunction with a chapter-wide YMSL program known as the “Ultimate Gift,” chose local non-profit organization Project 150 as the recipient of a huge kindness. Taking the first weekend of November, mothers and sons gathered to clean, paint, decorate and stock pantries full of food for three “resource” rooms at Desert Pines High School, Mohave High School and Western High School. The rooms will provide a welcoming environment for homeless students who may not have anywhere to go before or after school. “Our Chapter chose Project 150 as the recipient of the Ultimate Gift because it speaks to a need in the Clark County School District,” said YMSL Las Vegas Chapter founder and president, Kristen Beling-Dougherty. “Supporting homeless students to help them stay in school is one of the driving forces behind YMSL’s support. We understand the value and importance of what a high school diploma will mean to the future of these teens.”
The YMSL is newly established in Las Vegas. The non-profit initiates and encourages high school aged young men and their mothers to assist, serve, and support those who are in need in their communities. To learn more visit www.ymsllasvegas.org. For information on Project 150 and to assist local homeless high school students visit www.project150.org.
Guns and Ammo Garage Supports Nevada Special Olympics
The Nevada Special Olympics seeks to teach sportsmanship and acceptance, while instilling valuable confidence in people with intellectual and physical disabilities. In a time where bullying is more rampant than ever and ignorance seems just as prevalent, the organization seeks to empower not only its athletes, but also thousands of volunteers, coaches, students and others through sports and local programs and by shining a light on the unique beauty of each human being.
In October the PBR World Finals Rodeo celebrated its 20th year in Nevada, including its annual Celebrity Classic at Bear’s Best Las Vegas, benefitting the Nevada Special Olympics. Specifically, funds were raised for the Special Olympics Schools Partnership Program, which connects disabled and non-disabled young students in the mission to spread understanding and acceptance. Local company Guns and Ammo Garage participated in the tournament as a Gold Sponsor, donating over $18,000 to the non-profit at a ceremony during the rodeo. “Because of the generosity of Guns and Ammo Garage, this money will allow us to sponsor 72 children and adults with special needs to be able to participate in various programs throughout the community,” says Maggie Schwarz, Regional Vice President of Special Olympics Nevada. “We are so appreciative of their support and know that this money will go a long way.”
This is the second year Guns and Ammo Garage has partnered to support the Nevada Special Olympics, which at its core, allows free participation for 3,000 disabled athletes to compete in 19 competitions around the region. To learn more about support the Nevada Special Olympics visit www.sonv.org. For more information on Guns and Ammo Garage visit www.gunsandammogarage.com.
Healing Hands for Arthritis – Massage Envy
Nearly a quarter of Nevadans are afflicted by arthritis, suffering daily from joint pain that at times is debilitating without the promise of relief. The disease affects nearly 50 million people nationwide (a surprising two-thirds majority under the age of 65) including 300,000 children, and is the leading cause of disability in the U.S.
One source of potential reprieve for arthritis sufferers is massage, creating a perfect union for Massage Envy to partner with the Arthritis Foundation, which works to raise awareness and funds for a cure. In September, Massage Envy, including 12 local clinics, participated in the 3rd Annual Healing Hands for Arthritis. Each clinic donated $10 from every massage and facial booked on September 18, as well as a portion of proceeds from certain salon products sold that day. “Through personal experience, watching my mother suffer from the debilitating affects of arthritis, and seeing so many guests obtain relief from our services, I am very proud to be a part of this amazing event,” said Theresa Lahrs of Massage Envy in Anthem. “The funds raised by Massage Envy nationally, will assist the Arthritis Foundation to create awareness, find new treatments and a cure for the disease. Healing Hands For Arthritis exemplifies Massage Envy’s vision – ‘Better lives. Better families. Better communities. A better world…through our hands.’”
Locally, Massage Envy raised over $14,000 for Arthritis Foundation. Nationally, that number trumped $898,000. Not a bad day’s work, considering participants generated the funds while getting pampered at the spa! To learn more about Arthritis Foundation visit www.arthritis.org. For information about Massage Envy and the Healing Hands for Arthritis program visit www.massageenvy.com.
Sammy’s Restaurant, Bar & Grill
“Food is like fashion. You shouldn’t sit still or you might find yourself out of style.” This is the philosophy of Sami Ladeki, the founder of the original Sammy’s Woodfired Pizza and now his newest venture, Sammy’s Restaurant, Bar & Grill located at 1501 N. Green Valley Parkway. It’s an interesting analogy because food trends, like clothing, certainly come and go. Keeping up with the Joneses requires not only a well-managed business, but the creativity and vision to consistently determine just what it is that keeps customers coming back for more. Judging by the crowds that Sammy’s is experiencing pretty much every day of the week, I’d say Ladeki’s got the right stuff on the runway.
Personally, I enjoyed the “old” Sammy’s that once resided near the now buzzing Galaxy Theatre. The pizza and salads were always delicious and the interior, while starting to age a bit, a reliable choice for outings with fam and friends. Still, this new concept incorporates all that was good about the former, with changes that equate to a leap from off the rack to casual couture. Esthetically, the décor is still relaxed, yet sleek and modern in a very good way. Thoughtful touches of organic materials and room dividers keep the look clean, and airy, while serving to avoid the sterility you sometimes experience in a very large restaurant. Oversized, leather couches cleverly purposed as booth seating provide an intimate, loungy feel, and although the place is somewhat noisy, the overall vibe is comfortable and inviting. The hub of the restaurant is an open bar that resides in the center of the space, a great area to hang out if the wait’s too long or you just want to eat and drink while watching the game.
From a menu standpoint, Sammy’s has added some global spice to more typical Italian and American inspired cuisine. A product of Ladeki’s expansion of the brand to Tokyo in the mid 90’s accounts for predominantly Asian flavors in many of the menu items, with other additions including Mexican Fusion, Middle Eastern and even Indian Papadam wafers garnering relevance via – what I suspect – is what’s fashionable for the times. This is all a great thing as it culminates in a menu that pretty much has something for everyone. We (of course) had a pizza, and it was (of course) still delicious, but although they serve a vast selection of salads, entrees, burgers and pasta, we chose to imbibe in their extensive Tapas menu that, while not authentic from a Spanish standpoint, dished out some pretty good eats. Mini Duck Tacos topped my list of favs, the miniature corn shells perfectly light and crispy, stuffed with rich duck, feta cheese and a superb cilantro crema that pulled it all together. Kung Pao Calamari, prepared with the heartier steak of the squid as opposed to rings and tentacles, could have been spicier in my opinion, but the creative additions of hazelnuts and a caramelized rice vinegar glaze gave this dish promise. Other Pacific Rim winners on the menu included the Hot Rock, an interactive dish that requires you to cook thinly sliced, ponzu marinated beef on a 600 degree rock delivered to the table; Vietnamese Crab Stack, a refreshing salad designed to be eaten on a garlic crostini which, for our table, were unfortunately cold and soggy yet still had good flavor; and Miso Glazed Japanese Eggplant, a delightfully creamy dish whose sweet and earthly flavors paired nicely with the slightly acidic cucumber salad that accompanied it. Lebni Mediterranean Soft Cheese, Lobster Mac and Cheese, Wok’d Sesame Shishito Peppers…I could go on, yet it would be irresponsible to not mention the Yummy Honey pizza as a must try dessert. Savory, sweet, crunchy, creamy…seriously perfect!
Judging by the crowds, the new Sammy’s menu and decor fits the bill for the masses. Whether donning Escada or Levi’s no matter, Sami Ladeki has discovered and executed an idea that’s sure to stay in style for seasons to come. For happy hour times or info on their Bottomless Mimosa Sunday’s, call 567-4000.
Carol Marker
It is the season of giving and that suits Carol Marker just fine. Although currently retired as manager of the family business, Marker Boat & Mini Storage, not a day goes by that Carol doesn’t keep busy or take on a challenge to make the community a better place. In fact, her definition of “retirement” would not be complete without tackling a problem or finding a solution to help others.
As a wife, mother and grandmother of four, she has been particularly interested in finding ways to help young children. She has been involved in a variety of charitable organizations including March of Dimes. She’s also assisted at a home for unwed mothers, and has been an Association President and Troop Leader for Girl Scouts as well as a Den Mother for the Cub Scouts. Out of all the organizations to which she’s lent assistance, however, it is the Boys & Girls Clubs of Henderson (now Southern Nevada) that is closest to her heart. Carol is a past President and Board Member and has made an indelible influence on its success through leadership. During her tenure she introduced new programs, many of which are still in practice today, and pushed forward even when things got tough for the group.
Boys & Girls Clubs of Southern Nevada provides a positive place for kids to go before and after school and during summer break. The group offers affordable and fun activities for youth age 5-18. The organization’s caring and dedicated staff provides weekly programs including activities such as sports, table games, board games, arts and crafts, technology, educational activities, field trips and more to help nurture productive, responsible young citizens. Carol Marker talks about the Boys & Girls Club, and why giving up…on anything… is just not in her nature.
What or whom do you think inspires you to want to help others?
“My life inspiration was my mother. She was a great lady and demanded the best from me. She believed that the more you gave to aid the community or family, the more that would come back to you. The last few years of her life were difficult for her, but she handled them without complaint and with dignity. It is my hope that I reflect some of those traits as I go through life.”
You must have also inherited your mother’s will to keep pushing forward?
“I have been known to tackle any problem and work alone or with others to find and implement a solution. I do not know how to give up on a task.”
That includes the Boys & Girls Club of Southern Nevada? It went through a rough period at the beginning.
“I have seen the Clubs from a time of almost financial ruin to a successful, healthy organization. At the time I was President, the Henderson organization was in jeopardy of having to put locks on the doors because of financial problems. With the help of new Board Members and Mike Meyers we were able to put the Clubs on secure financial footing. I was the originator of our current annual auction and have participated in the ongoing merger discussions with the Las Vegas organization.”
What are you most proud to have achieved with the Clubs?
“I am most proud of the Marker Unit of the Boys & Girls Clubs of Southern Nevada, which is still one of the year-round clubs that provides programs for young children.”
So tell us about retirement life. How is it different on a day-to-day basis?
“I can’t think of a better job than the job of retirement. It is hard to go from the work-a-day world to days of seeming unending free time but I hope to do it well enough that I will have done and seen everything I can.”
Jami Artiga
The magic of dance has been felt around the globe for centuries. Think back to when you were a child or when you took your own children to see their first Nutcracker performance. The wonder and excitement is relived as the young girl, Clara, experiences the enchanting dance of the Sugarplum Fairy after her beloved Nutcracker toy comes to life. Jami Artiga of 89123 has dedicated her life to recreating the magic of dance by using her own gifts as a dancer, and teaching children about self-expression through the art. Through The Dance Zone, a local school that she founded with fellow dance enthusiast and partner Kaydee Francis, Artiga harnesses her passion to help others in the community with the power of dance.
The lifelong resident has helped to ensure that The Dance Zone and its students have been associated with several charitable outreach organizations such as Dancer’s Responding to Aids, Golden Rainbow, Josh Steven’s Foundation, Ragtag Entertainment, NYCDA’s College Scholarship Foundation and the Lindsay Bennett Foundation. They’ve also been involved with the NF Hope’s annual concert and supported drives for Three Square and Toys for Tots. The Dance Zone also provides practice space to dancer’s performing in benefits. Recently they’ve begun a partnership with After School All-Stars, a group that provides comprehensive after school programs to keep kids safe and help them to succeed in school and in life. Artiga and the group have been holding dancewear costume drives and providing other supplies for All-Star after school dance programs. Jami Artiga talks about her love of dance, making a difference and sharing a bit of the magic with others around the community.
How did you begin using dance as a way of helping others?
“I started teaching and performing before I was 18. I have always loved dance and children. I worked professionally as a dancer anywhere I could until I had my second child. After he was born I turned to teaching dance as my career choice. I love sharing all I have learned in dance and in life with my students. Doing performances and benefits for non-profit organizations always gives me such a thrill. Many parents of our students are invested in an organization and also ask us to be a part. We love to help whenever we can.”
What do you enjoy most about performing for non-profits?
“It brings dancers and entertainers from all around to get together for a cause. We try to get involved with organizations as much as possible. It allows our dancers who have been given this gift to share with people who need something special, or even to help raise money for charities.”
Why do you feel it is so important to give back to the community?
“There is so much more than what is right in front of us. Being a small business we do not always have the money to give, but we have other resources at times that are valuable to others.”
What do you enjoy when you’re not in dance mode?
“When I am not at a dance competition, convention or fundraising event, you’ll find me at home or a family member’s home. I’m very lucky to have my sisters and mother here in Vegas as well. I spend as much free time as I can with my family. I enjoy sitting and chatting with my kids and husband. My kids don’t always love me invading their space but it makes me re-connect with what is truly important.”
Aside from dance and family, do you have any other passions?
“I’m passionate about children growing up happy and healthy. Dance is amazing for your mind and body but I’m also passionate about life and making the most of what you have.”
