Manal Yamout McDermid often feels like sheâs standing on the cutting edge of Californiaâs multibillion-dollar green economy.
One day, McDermid will be meeting with a company that is developing what are effectively electric helicopters designed to cover distances of less than 100 miles â basically, an Uber for the skies. The next day, sheâll sit down with a business thatâs building a device that captures a semi truckâs carbon emissions directly from the tailpipe, pumps it into a tank, then either buries it underground or sells the CO2 for use in products like soda.
Still other days might include huddles with firms that make rooftop solar panels, heat pump water heaters, even self-driving cars.
âEach of the clients that I work with, I get a chance to embed in their team,â McDermid said. âI get to jump around. And not only is the subject matter different, but the people are different and the vibe is different. I like that diversity.â
Those clients, in turn, value McDermidâs expertise, so much so that theyâre willing to pay handsomely for it, in many cases while theyâre still trying to get off the ground as a startup. The Cal State San Marcos alumna is the founding partner of Caliber Strategies, a Sacramento-based lobbying firm that helps energy and climate companies â whether sexy startups or stodgy utilities â navigate the regulatory maze that is the California policy arena.
In doing so, McDermid draws on almost two decades of experience in state politics and policymaking, going back to when she was a clean energy adviser to former Gov. Arnold Schwarzenegger in her early 20s, only a few years after graduating from CSUSM with a degree in biology.
âI founded this company because itâs really challenging to bring new technologies to market, especially in a place like California where the market rules are quite complex and there are all these different agencies doing different things,â McDermid said. âWe focus exclusively on climate and energy, and primarily on what I refer to as disruptive technologies.â
Founded in 2013, Caliber now totals eight employees, and one of McDermidâs fellow partners is Michael Picker, former president of the California Public Utilities Commission (CPUC), the nonpartisan body charged with regulating the stateâs utilities. The company has almost 50 clients, including investment management giant Blackstone, accounting firm KPMG and Sunrun, one of the nationâs biggest solar installers.
Sometimes Caliberâs clients take the form of a legacy company thatâs opening a new product line. A.O. Smith Corporation, for example, has been around for 150 years and is one of the worldâs leading manufacturers of water heaters and boilers, with annual sales of almost $4 billion. But as California increasingly moves toward the full electrification of all buildings, A.O. Smith is gravitating toward heat pumps, which heat water using electricity instead of gas.
Enter Caliber. The company worked with a team of nonprofit, industry and environmental organizations to help pass legislation to allocate about $44 million in incentives for heat pumps. Caliber then led an effort with this coalition and the CPUC to design an incentive program that would offer state residents payments of up to $7,300 for installing heat pumps.
Another category of clients is fledgling businesses with an innovative solution to a climate-related problem. Charm Industrial is a Bay Area startup with a mission to, as its website touts, âput oil back underground,â an elegantly simple description of the complex science involved in carbon capture and sequestration. Charm approached Caliber in its infancy, seeking to get introduced to the right people, increase its name recognition and create a market from scratch.
âItâs about streamlining the process, and even more so trying to educate regulators,â McDermid said. âWe educate regulators and policymakers about what the needs of new technologies are. After the policymaker has already said, for example, we want electric cars and you have the market ready, there remain all these barriers that no one has figured out. So itâs a collaborative process to figure out how we get from where we are now to where we want to be.â
It was at CSUSM where McDermid discovered her twin passions for environmental science and public policy. Having initially enrolled at the university on a cross country and track and field scholarship (she competed for two years before injuries forced her to stop), she decided she wanted to pursue conservation biology and save the earth one planted tree at a time.
At some point in her college journey, however, it dawned on her that planting trees â even 10 to 20 acres worth â couldnât compare with, say, protecting millions of acres through legislation. As a junior, McDermid spent the fall semester in Washington, D.C., as part of the Panetta Congressional Internship Program, and when she returned, she ran for and was elected president of Associated Students, Inc., for her senior year in 2004-05. She even started a progressive activist organization with some friends.
âCSUSM was this perfect testing ground to try out all these different things,â she said.
Using her student experience as a springboard, McDermid was accepted after graduation into the Capital Fellows Program, an initiative through Sacramento State that offers paid, full-time fellowships in each branch of Californiaâs government. She was assigned to Gov. Schwarzeneggerâs office for a year, followed by a year working in the office of First Lady Maria Shriver.
In 2008, McDermid got her big break when Susan Kennedy, still early in her tenure as Schwarzeneggerâs chief of staff, acted on a recommendation to tap McDermid as her top deputy. Kennedy was seeking not an executive assistant but someone who could step into her high-pressure position when necessary and not miss a beat. In McDermid, she found a kindred spirit, essentially a younger version of herself.
âShe was perfect,â Kennedy said. âShe looked out at the landscape from the perspective of, if she were the chief of staff to the governor, how would you prepare for this? How would you brief him on this? What information do you need from the agencies or the departments or the senior staff?
âItâs a very tough role to step into, and she earned everyoneâs respect because she was so good at what she did. She made me twice as good at what I was doing because she was as good as me.â
Near the end of his eight years as governor, Schwarzenegger began to feel a particular urgency to buttress his accomplishments in the climate space. He tasked Kennedy with figuring out how to secure permitting for a host of renewable energy projects being incentivized by the Obama administration, and Kennedy in turn tasked not only Picker â the former CPUC president and current Caliber partner â but also McDermid.
âIt was a failure-is-not-an-option initiative by the governor,â Kennedy said. âI gave Michael all the power, and I gave him the most powerful weapon I could think of, which was Manal. The two of them were responsible for basically unlocking gigawatts of renewable energy in California, which completely changed the landscape of the stateâs climate initiatives.â
McDermidâs efforts were so successful that, when Schwarzenegger left office in 2011 and Jerry Brown entered, she was among just a handful of staffers retained out of the nearly 100 in the governorâs office. She departed later that year to take a job in Washington as a lobbyist for NextEra Energy, an electric utility holding giant, before Kennedy lured her back to California in 2013.
With her longtime mentor, McDermid launched not only Caliber but also Advanced Microgrid Solutions (AMS), a company that was born out of the shuttering of the San Onofre nuclear power station in June 2013. That closure created an immediate 20% power shortage in large portions of Los Angeles, a gap that AMS filled by building what McDermid called the âworldâs largest virtual power plantâ â battery storage systems at commercial sites like Kaiser Permanente, Irvine Company and Walmart. Over time, AMS shifted its focus from developing those large-scale energy storage projects to providing software that allowed others to optimize their own energy storage assets.
When AMS was sold in 2020, McDermid rededicated herself to Caliber, which had been on the back burner for a few years. During the pandemic, she got married and moved from San Diego (where she grew up after her family escaped war-torn Lebanon when she was 3) to Santa Barbara, her husbandâs hometown. Manal and Hitch, her husband, have a 3-year-old son, Malek.
McDermid makes frequent trips to Sacramento and to San Francisco, where Caliber has a small office. Not coincidentally, the Bay Area also is the headquarters of the CPUC, one of the regulatory bodies that Caliber works closely with, along with the California Energy Commission, the Air Resources Board and the Natural Resources Agency.
Many for-profit companies have an adversarial relationship with the regulators that establish the rules governing them, but thatâs not the case with Caliber or most of its clients. Theyâre all in the same boat and rowing in the same direction when it comes to the stateâs ambitious climate goals, which is one of myriad reasons why McDermid loves the work she does.
âWeâre very focused in California precisely because we actually want to get things done,â McDermid said. âI donât want to spend my time convincing someone that climate change is a problem or that we should put more electric vehicles on the roads. The nice thing about California is, at the highest level, the leadership is completely bought in on what the problem is. And itâs more about figuring out: How do we solve it?â
Manal Yamout McDermid
Major at CSUSM: Biology
Graduation year: 2005
Company: Caliber Strategies
Website: caliberstrat.com
Founded: 2013
Number of employees: 8
Talking Business With Manal Yamout McDermid
What's the best advice you received about starting a business?
Work with people you like. It's super simple, but if you pick people you like and admire and want to spend an inordinate amount of time with, you really can't go wrong. In some ways, getting the people right is more important than the idea and the path to market.
What advice would you give budding entrepreneurs?
Same advice as the first one: Choose your partners carefully, and choose them based on their character, their integrity and your level of trust in them. Donât just think about breaking into a market.
What's the greatest challenge in starting your own business?
I think it's the uncertainty and the self-doubt that come with it, like: Should I grow? The greatest challenge is believing that as you scale up, things will work out, and getting the confidence to take that next step.
Knowing what you know now, is there anything you would have done differently?
No. I'm a firm believer that whatever happens was supposed to happen, and it doesn't mean that it was good. But I wouldn't have done it differently.
What are the qualities of a good entrepreneur?
I would say confidence, belief in yourself. The ability to really pay attention to what's happening around you, whether that's the market or the people you surround yourself with.
Media Contact
Brian Hiro, Communications Specialist
bhiro@csusm.edu | Office: 760-750-7306
Latest Steps Magazine
- Dorm Dreams: Alumnus Leads Marketing Firm He Founded as CSUSM FreshmanIt’s a tale as old as higher education itself: a college student desperately seeking a job to defray the cost of attendance or just to pocket a little extra spending money. That was the situation Elijah Schneider found himself in as a freshman at Cal State San Marcos when he attended a Thanksgiving celebration in the fall of 2015. One of the guests that day – Schneider remembers him being a neighbor or a distant family friend – was a business owner who was soliciting opinions about his company’s Instagram channel. Though firmly in its core demographic, Schneider was no big afficionado of Instagram – he estimates that he had posted fewer than 20 times in about a decade of having an account. He was (and is), however, very opinionated. So while fellow attendees declined the invitation to weigh in, Schneider didn’t hold back. He told the man that his company’s feed looked ugly, that the images resembled generic stock photography and that he should replace whatever marketing agency handled his social media. A few days later, Schneider followed up with a phone call in which he proposed a rather bold suggestion for who should be the replacement. As Schneider recalls it: “I was like, ‘Hey, you’re getting ripped off. You told me you’re paying this agency 10 grand month or something. How about you pay me 1,500 bucks a month? I will learn, I will become obsessed with this. Give me three months. If it doesn’t work, get rid of me.’ ” To Schneider’s surprise, the man agreed to the gambit. Schneider had promised that he would devote 10 hours a week to the enterprise, but he grew so fixated that he doubled it. After a few months, the company’s Instagram following had swelled by a factor of eight, and the man was so pleased that he wanted more services. “Do you know how to do paid ads?” he asked Schneider. “No, but I’ll figure it out,” Schneider replied, with a degree of self-assurance that would become his trademark. He did indeed, to the tune of quintupling a $1,000 investment in paid ads after taking a few courses on YouTube and LinkedIn. By the end of his freshman year, Schneider was managing tens of thousands of advertising dollars, being connected to a second client and hiring his first employee – all while living in The QUAD housing facility and taking classes toward his major in business administration. As a teenager in his dorm room, Schneider founded a digital marketing agency that he first called Mercury Media before changing the name to Modifly in 2017. He continued to build the company during his five years at CSUSM – eventually moving into an office at Union Cowork across the street from campus in North City – before graduating in 2020. Today, Modifly occupies a sleek, modern, 8,000-square-foot space in a high rise in downtown San Diego, a short walk from where Schneider lives with his wife, Sarah, an OR nurse at UC San Diego whom he met at CSUSM. Two years ago, Schneider sold a majority stake in his nascent business to a parent company called CourtAvenue, helping his team grow to 30 employees spread across four cities, including Mexico City. Modifly’s current and former clients include such brands as Mercedes-Benz, Nordstrom and UGG boots. Asked about his unorthodox path to becoming an entrepreneur, the now 27-year-old Schneider said: “Because I didn’t have the baggage of working for other companies, I hadn’t developed bad habits. I had to develop perspective, which allowed me to – with no experience – test things and see what’s working and what’s not. Not having a traditional background is fantastic in terms of the progression of the business because we do things differently. Every time somebody joins the company from another agency, they’re like, ‘It’s not supposed to work like this.’ And I’m like, ‘I know, it’s great.’ ” How does Schneider do things differently? He conducts a performance evaluation called a 360 review in which every employee of the company evaluates everyone else, meaning that the CEO (Schneider) can get critiqued by a lower-level worker who was just hired. “It’s not about age or experience,” Schneider said. “Everyone’s perspective is critical.” How does he do things differently? Even as the young leader of a young business, he’s not afraid to call established companies out on what he sees as flawed marketing strategies and to propose solutions that constitute much more than tinkering around the edges. Take Poo-Pourri, which devises and sells fragrant sprays for toilets. The company approached Modifly after its previous marketing partner didn’t work out. After a deep dive into customer feedback, Schneider proposed a complete overhaul of its approach, mostly notably removing the “Poo” and broadening to other types of sprays. Now rebranded as ~Pourri, the company peddles fragrances that reduce odors from not only the bathroom, but also pets, cars, shoes, baby diapers, even marijuana. “Digital media and digital marketing are constantly changing – every hour, it feels like,” Schneider said. “It’s a giant puzzle, and if you have to navigate that as a brand, it can become really confusing. I love this business because it pushes me to think outside the box to solve problems.” Schneider’s righthand man almost since the outset of his entrepreneurial journey has been Brandon Biancalani. They met at orientation before their first year at CSUSM – Schneider an incoming freshman from San Diego, Biancalani from San Clemente. They soon learned that they would be living a couple rooms down from each other on the same floor of The QUAD (Schneider’s future wife lived a few rooms down in the other direction). Biancalani initially was struck by Schneider’s outspokenness – a sharp contrast to his introversion – but while other residents of the dorm were distracted by partying or other teenage concerns, he and Schneider bonded over long, late-night conversations about life goals. Having entered CSUSM as a kinesiology student, Biancalani quickly realized it wasn’t for him, and when Schneider dangled an opportunity in the summer of 2016 to be Employee No. 2 for Modifly (then Mercury Media), Biancalani jumped at it. They moved into an apartment south of campus and lived together for the next 3½ years before graduating in the same class. Biancalani, who’s also married to a fellow CSUSM alumna, is now the head of paid media for Modifly. “We had this feeling early on that we could be really successful with this,” Biancalani said. “Even when we didn’t have an office, we’d meet at a coffee shop, just a couple kids figuring stuff out. And then it started turning into something big really fast.” Biancalani says their business partnership works so well because he’s a detail-oriented, data-crunching specialist while Schneider is a big-picture visionary. “Elijah has done so many personality quizzes that land him in that ‘thought leader’ category,” he said. “If something new pops up, he’s probably three steps ahead and already is best buddies with the person who owns the company. His superpower is that he can predict things and be on the cutting edge and be fearless in voicing that early. And he’s right 99% of the time.” After Schneider sold his majority stake in Modifly in 2022, he turned over day-to-day operations to a new president, Nico Coetzee, who’s been in the marketing business since Schneider was an infant. Now that he has built a stable company, Schneider is relentlessly focused on its growth. He travels frequently to meet potential clients, speak at conferences and generally proselytize on behalf of Modifly. Given that he stumbled upon his career in the most accidental way imaginable – giving offhand advice to someone at a family gathering – even Schneider is often amazed by the passion he feels for it. “I pour myself into this job because I can and because I want to,” he said. “It doesn’t feel like work; it’s my favorite thing. There are definitely days where I’m like, ‘I just want to go home, I’m done.’ But 99 out of 100 days, I love what I do.” Elijah Schneider Major at CSUSM: Business administration Graduation year: 2020 Company: Modifly Website: wemodifly.com Founded: 2016 Number of employees: 30 Talking Business With Elijah Schneider What's the best advice you received about starting a business? Surround yourself with the right people. You are a product of your environment, and if you have morally good people around you, then every piece of advice you're receiving is typically to your benefit. People over everything – that's the biggest thing. What advice would you give budding entrepreneurs? If you have an idea for a business, just do it. Don't overthink it. Just put it in the market. Also, make sure you give yourself permission to take a step back and look at the bigger picture. What's the greatest challenge in starting your own business? For me, it was age and experience. I didn't really have a good mentor system around me. The people I could turn to for advice, I kind of had to build that as we went. Knowing what you know now, is there anything you would have done differently? I would have evaluated myself more. I am good at some things, I am great at others and I am horrendous at others. I wish I had been able to take a step back and evaluate myself in a way where I could place levers of accountability to fill the holes. What are the qualities of a good entrepreneur? First and foremost is awareness. You have to be aware of yourself, your environment, your strengths and weaknesses. Number two is vision. As an entrepreneur, if you cannot bring people together to accomplish something, whether it's a task or solving a specific problem, you're not going to do well. Media Contact Brian Hiro, Communications Specialist bhiro@csusm.edu | Office: 760-750-7306
- More Than a Numbers GameI don’t know if it was predestination, but I’ve certainly known for a long time that I wanted to be a scientist. I still have the picture I drew in elementary school when I was 8 years old. It’s a self-portrait with my dream job scrawled on the paper: “scantist.” I came across that picture not so long ago and, while my spelling has improved greatly since then, the statistics related to the number of Black people employed in science and engineering remain stark. Just 3% are Black men, according to the National Science Foundation. The numbers are worse for Black women like me – just 2%. But I’ve never been someone to let numbers define me or statistics deter me from pursuing my dreams. That’s probably a good thing considering I’m also part of another group that, statistically, struggles to complete college – former foster youth. Less than 3% of former foster youth earn a bachelor’s degree, according to the Education Commission of the States. I’m proud that I’m part of those small groups since graduating from Cal State San Marcos in May with my bachelor’s in biological sciences. Now I want to help other students do the same and see those percentages grow. Much like me, most just need an opportunity. It’s a lesson I learned from my grandmother, who taught me the importance of simply showing up and taking a chance on someone. In my grandmother’s case, she took in my three sisters and me when our mother couldn’t care for us. I’m also grateful to CSUSM for taking a chance on me. At the university, I had the good fortune of being in U-RISE, which is the Undergraduate Research Initiative for Scientific Enhancement program. Part of CSUSM’s Center for Training, Research and Educational Excellence, or CTREE for short, the U-RISE program prepares talented and motivated underrepresented students majoring in the sciences to enter and succeed in doctoral studies. It was in U-RISE that I met some truly special mentors who stepped up on my behalf. CTREE and U-RISE have eligibility requirements – and I didn’t meet all of them. It’s not that I wasn’t good at science or passionate about my studies. But my grades weren't at the level that U-RISE requires. I had always been a strong student in high school. I earned a spot on the honor roll each semester and was involved in numerous extracurricular activities. But I struggled when I started college. I wasn’t as prepared as I thought. Fortunately for me, CTREE’s leaders looked beyond the numbers (in this case, my grade-point average). They took into account the challenges I was working to overcome and saw my potential. They were willing to take a chance on me. And it was truly life-changing. Becoming part of U-RISE led me to a spot in the lab of biology professor Dennis Kolosov, who was there for me every step of the way. Whether it was answering a question, meeting one-on-one or providing professional development, Dr. Kolosov was crucial to my development and shaping my identity as a scientist. The support that CSUSM provides is second to none, from faculty like Dr. Kolosov and Dr. Mallory Rice, who inspire students each day, to staff like Shanelle Watkins, the Black Student Success Initiatives coordinator in the Black Student Center. This fall, I’m starting a Ph.D. program at UC Irvine, where I will be studying immunology. While I put in years of hard work to get here, my support system at CSUSM was critical in helping me reach this point. I’m looking forward to helping other students like me in the future, whether through a nonprofit organization to give back to the community in my hometown of Rialto near San Bernardino, or by helping STEM students at CSUSM navigate the path toward their degree. I know firsthand how important representation is for students of marginalized groups, and I know what it’s like to persevere. Each time I have fallen, I have gotten back up. I crawled, walked and ran toward my degree at CSUSM. Now, I want to serve as a positive example and role model to ensure that other students facing similar challenges aren’t left behind. Media Contact Eric Breier, Interim Assistant Director of Editorial and External Affairs ebreier@csusm.edu | Office: 760-750-7314
- Volleyball Standout Excels After Overcoming ChallengesEver since Cal State San Marcos student-athlete Jada Blake was 6 years old, the volleyball court had been her sanctuary — a place where family issues and everyday struggles could fade into the background, leaving just her and the game. That was, until she reached her freshman year of high school. Quickly, the court she loved so much became a source of distress, and Blake found herself faced with her biggest opponent yet: depression. “I stopped caring about volleyball,” Blake said. “I even ended up not finishing club that year. I was just going through a lot mentally and couldn’t continue having that pressure on my shoulders.” Blake began skipping school to cope with her loss of motivation and overwhelming anxiety. She no longer had the desire to connect with her peers and spent most of her time isolated from loved ones. As Blake disappeared inside of herself, she found it increasingly difficult to face the outside world. “My house was walking distance from school, so my mom would drop me off and I would just walk back home once she was at work,” Blake said. “I didn’t want to be at school. I knew I would just go to the bathroom and cry.” Blake was raised in a single-parent household. Her father, who died in July 2023, was not in the picture due to addiction issues, so Blake grew up surrounded by her mom, older sister and younger brother. Having only each other to rely on, they became a team, always ready to support one another. As Blake’s streak of unexcused absences continued to grow, her mom learned of the situation from Blake’s high school counselor. Taken aback by her daughter acting so out of character, she knew it was time to intervene. “Jada’s freshman year was a struggle,” said Brianna Becker, Blake’s mom. “I would get that automated phone call every day at 4 p.m. saying your child missed class. There were even times I left work early and would find her at home. So, I started staying at home more and going into work late. Anything I could to make sure she went to school. “As a young single mom with no child support, it was just us most of the time. I feel like I grew up with them. I always want my kids to be open with me, and I feel like they can come to me about anything in the world. If there’s something I can’t do for them, we’ll figure it out together.” Blake’s first year of high school progressed, and with the help of her family, she started to throw herself back into school and social activities. As she regained a sense of motivation, she felt ready to resume her athletic pursuits as well. Her sophomore year, she kickstarted a long-standing reunion with the court and concluded the last three years of her high school sports career on a high, playing on varsity and being a candidate for league player of the year. Unfortunately, when it came time to explore colleges, her volleyball recruiting process was derailed by the pandemic. During such a time of uncertainty, it was practical for Blake to stay with family and attend community college in her hometown of Phoenix. There, she gained a strong foothold on her academics and started to feel confident in her schoolwork. “In high school, academics didn’t come naturally to me,” Blake said. “I always felt discouraged in that realm. I knew that I wanted to go to college, and while my sister had academic scholarships that were taking her there, I didn’t have that. I only had volleyball, and I had left it for a time. “You don’t realize when you’re super young that just one semester of making the wrong decisions and not prioritizing the right things can throw a lot of opportunities down the drain. My sophomore, junior and senior year were mainly just focused on fixing my freshman year. “But I’m actually very happy that I started with community college because it helped me with the transition from high school to university. Those two years in junior college taught me so much about how I could excel as a first-generation student athlete. In fact, that first semester after the pandemic was my first semester ever getting straight A’s.” When it came time for Blake to transfer to a four-year college, she was introduced to CSUSM’s head volleyball coach, Andrea Leonard. It felt like an instant connection between the two, and Blake knew she had found the school for her. As she made the plunge and moved to California last fall, she felt like she could finally breathe. She had earned her scholarship and could now play volleyball while pursuing a bachelor’s degree in communication. Blake’s freshman year of high school was no longer a regretful memory, but a marker of her resilience and ability to overcome any challenge thrown her way. “I knew Jada was going to be an impactful player in our program,” Leonard said. “She really embodies all the core values that we look for, someone who is resilient, accountable and driven. She has this energy that bounces off the team and brings joy to everyone around her.” Blake lives with her great aunt, a local volleyball legend in the San Diego area, and her great aunt’s daughter, a fellow volleyball player. Although she was initially anxious about moving away from her family and falling back into old habits, Blake found a second home, dubbed “the volleyball house,” where she is excitedly taking on this new journey and staying on top of her volleyball and academic commitments. After her freshman year, Blake learned the importance of seeking outside help when needed. She now stays on top of her mental health by meeting with a therapist and talking with her family every day. They are her biggest supporters and regularly make the six-hour drive to San Marcos to watch her games. Knowing she can always count on her family to be by her side, Blake feels like she can overcome any barrier that stands in her path, mental or physical. “I just love watching her play,” Becker said. “I’m so proud of her and so happy that she’s in the position that she is in now. Seeing how far she has come and how things have turned around for her — it makes me emotional. At the end of the day, there’s going to be things in life that knock you down, but you have to pick yourself back up and fight for something that you are truly passionate about. And she did. And she has so much more to look forward to.” Media Contact Eric Breier, Interim Assistant Director of Editorial and External Affairs ebreier@csusm.edu | Office: 760-750-7314
- Scoop Dreams: Alumna Turns Childhood Memories Into BusinessFor Juliana Ortiz, ice cream is more than just a dessert. Ortiz still gets nostalgic recalling childhood trips to Rite Aid to grab Thrifty’s ice cream with her parents. Her go-to flavor was chocolate, and it brought her comfort every time she ate it. Ortiz cherished the little things. Going for chocolate ice cream with her mom and dad may have seemed ordinary to others. But for her, growing up in a low-income family, it was always a special moment. “Ice cream was always a reward,” Ortiz said. “I had to do something good to get it. Every time I had ice cream, it was always that sense of accomplishing something, even if it was something small.” Now, as a business owner, Ortiz looks for special moments like these through customers at her own ice cream shop. Entrepreneurship was never something on her radar, but that changed at Cal State San Marcos. It was a combination of fond memories of eating ice cream with her family and realizing that ice cream shops have the happiest clientele. “No one goes to an ice cream shop angry, right?” Ortiz said. “Customers are either really happy because they're with family or friends or they've had a really bad day and they want a pick-me-up.” Since graduating from CSUSM in 2018 with a degree in marketing, Ortiz has launched a successful ice cream business, Cali Cream, with her husband, Ken Schulenburg. Ortiz has helped craft 55 different flavors, including her childhood favorite, chocolate. Quality is paramount. Cali Cream ice cream is made with 16% butterfat, compared with an average of 12% for most ice cream companies. “We get it shipped from the farm to us within seven days,” Ortiz said. “It's only seven days from cow to cone.” Since opening steps from Moonlight Beach in Encinitas in 2016, Cali Cream has expanded to include a bakery and a second ice cream location in San Diego’s downtown Gaslamp Quarter. Cali Cream also has been featured at special events like Comic-Con International and concerts at the Rady Shell at Jacobs Park. “I don't know if there was ever a moment where the lightbulb went off,” Ortiz said, “but I think there are times where you're in a place in your life where you just say, ‘Hey, I want to do something different.’ ” Ortiz came to CSUSM looking for a change, intending to create a better life for her daughter, Leslie. When she was 16, Ortiz learned that she was pregnant. Telling her parents was difficult, and she didn’t want them to be disappointed in her or think it would keep her from having a successful future. “It was extremely hard,” she said. “You never want to disappoint your parents. And you never want to do anything that they think might hold you back. Sometimes kids make mistakes. I've learned from it, but I think I've turned it around. I also believe that there are certain things that just kind of happen for a reason, and I feel like she's my biggest motivator. We’ve grown up together.” Leslie was born prematurely, weighing just 4 pounds. Ortiz was facing adult responsibilities at a young age, but Leslie was a constant source of inspiration and motivation. “At that time, it was so difficult to try to navigate everything,” Ortiz said. “But I ended up just striving forward again. I'm not going to be a statistic. I'm not going to let something like that hold me back. I needed to give my family – and I needed to give my daughter – a good example.” When Ortiz was introduced to Rebeca Perren, a CSUSM marketing professor and former faculty mentor in the College of Business Administration’s mentorship program, she was clear that going back to school at age 30 was all for Leslie. And Perren was excited by the possibility of helping Latina students because when she was a student, she rarely saw people like her in the classroom. “I wanted to help students who were like me,” Perren said. “And just by chance, Juliana was the student who was assigned to me. I got to know Juliana and her story, not just as a first-generation college student, but as a mother. She had a teenage daughter and she wanted to get her degree before her daughter went off to college. I had children myself, and we connected on so many different levels.” Perren and Ortiz would meet to discuss class assignments and the struggles of being Latina in higher education. Ortiz saw that Perren regularly met with other business students, and she suggested that they all come together and start gathering as a group. Perren invited Josefina Espino and Chris Santos to join, and they all bonded instantly. They met twice a month, usually at the campus Starbucks, and talked about how they pictured their lives after college. The mentor group evolved into CoBA’s Latino Business Student Association, with Perren serving as the faculty adviser for seven years. Espino remembers when Ortiz revealed to the group that she was interested in entrepreneurship and wanted to start an ice cream business. Ortiz and Espino even used her business idea for a research project in a marketing class taught by professor Kristin Stewart. Starting a path to entrepreneurship was exciting, but also nerve-racking for Ortiz. She didn’t know how she would balance being a student and mother while quitting her job as a marketing coordinator at Pacific Records, Inc. in San Diego. “I remember one of the most important conversations I had to have with Juliana was about being generous to herself,” Perren said. “She, of course, had so much to offer, and one of the most difficult decisions she had to make was investing in herself. She is such a generous and loyal person. It felt difficult to let go of some of her commitments and give back to herself.” Now, as an entrepreneur, Ortiz shows her generosity in the creative ways she connects with her customers and employees. When a customer comes into Cali Cream and talks about an ice cream flavor that holds significance for them, Ortiz goes out of her way to make it. “Ice cream is such an emotional product,” Ortiz said. “We've made special request ice cream orders, because maybe it's a birthday present or it’s their parents' favorite. It’s so cool because I get to be the decision-maker. I can say yes or no, but if someone were to ask any other ice cream company, the answer is always going to be no. But my goal is to always make people happy.” One of the most rewarding parts of Ortiz’s job is supporting her employees through college. It’s her way of giving back. A photo wall in the Encinitas location displays the logos of the colleges that her employees are attending. Ortiz even established a rule that if an employee performs well during the summer, they are guaranteed a job when they come home from college. “I remember going to Cali Cream and seeing that the tip jar said ‘college fund’ on it,” Perren said. “It’s really awesome to see how college is built into the company culture. It's great when you see our alumni not only make a difference in their own life, but also how she can inspire and create social mobility in her family and in our community.” Juliana Ortiz Major at CSUSM: Business marketing Graduation year: 2018 Company: Cali Cream Website: calicreamicecream.com Founded: 2016 Number of employees: 35-80 (depending on the season) Talking Business With Juliana Ortiz What’s the best advice you received about starting a business? Do what feels right for you and don’t be afraid to take risks. Not every risk is going to be successful, but there's certain risks that are very rewarding. I think if you do your work and research time, then it minimizes the damage. What advice would you give budding entrepreneurs? I would say go for it. I think you never want to regret not making a decision because of the fear of failure. What’s the greatest challenge in starting your own business? The greatest challenge for me was trying to understand the process for getting health permits. Knowing what you know now, is there anything you would have done differently? For us, it's a weather-based ice business. I have to look at weather for the next week and for the next couple of days to see how it impacts our business. That’s something that most people don't think about. I would also make sure to work with a team and ensure that if there's a new product, we have to educate them. If your team's not good and if they're not educated, it falls back on you. They also don't want to be put in a position where they don't know how to communicate to their guests. What are the qualities of a good entrepreneur? With changes in just about anything, whether it’s regulation or COVID, you have to be able to adapt and you have to be able to transition. Media Contact Bri Phillips, Communications Specialist bphillips@csusm.edu
- Appreciating an Untraditional Path to DegreeI’m proud to be of American Indian, Guamanian and Mexican heritage. But I’m not going to lie – being from a multicultural background comes with more than its share of challenges. There are many days when you feel like you're never good enough, never enough for the population that you’re around that particular day. Some days, I'm not Native enough because I'm not fully Native or because I don't speak my Native language. Other days, I’m not as Mexican as others if I’m not speaking Spanish consistently. Or it could be my lack of a certain tattoo to represent my Pacific Islander heritage. I’ve learned over time to switch between those identities – usually without even thinking about it – depending on the circle of people I’m with in that moment. It’s like a light switch that I can turn on and off as needed. But that doesn’t mean it’s easy. Emphasizing one of my identities over the others can also bring about self-doubt and sadness because I’m doing it to be accepted by the person or group I’m with in that moment. I’m grateful that my time at Cal State San Marcos has helped me navigate those challenges. My journey in higher education been a windy road, from starting at the University of Hawaii-Manoa as a marine biology major to earning three associate degrees at Grossmont College to now finishing my bachelor’s in psychological science this spring at CSUSM. It’s certainly not a traditional path, and there were many days that I worried about not living up to some imaginary timeline of how long it was supposed to take me to get my degree. Today, I can appreciate an untraditional journey that has taken six years to complete. And I’m especially thankful that this path led me to CSUSM. It’s here that I reconnected with my American Indian heritage while also having the opportunity to fully appreciate and explore my Guamanian and Mexican identities. I am a descendant of Navajo Nation, and my clan spans the four corners of Arizona, Colorado, New Mexico and Utah. Most of my family lives in Arizona, including half on the reservation. I spent much of my childhood growing up in Arizona near my Native family. But I lost touch with much of that part of my identity as a teenager when we moved to San Diego. Even though Southern California is home to a significant Native population, it’s always different when you’re coming from a different place and not used to the customs or practices. While different tribes have many shared experiences, I'm also cognizant of being a guest here because this is not my traditional homeland. There’s a responsibility to show respect for where you are, respect for the land and knowing that this isn't mine personally or my ancestors’. It's about finding the proper balance. That’s something I’ve strived to do at CSUSM. When I came here, I didn’t even know the university offered an American Indian studies major. My first American Indian studies course came when I saw it being offered to fulfill an upper division general education requirement. I was fortunate that my professor, Lara Aase, encouraged me to visit the California Indian Culture and Sovereignty Center on campus. That led me to meeting Joely Proudfit, the center’s director and the department chair of American Indian studies, and learning about the American Indian Student Alliance (AISA). I’ve had the privilege over the past year of serving as president of AISA, which was honored by CSUSM’s Student Leadership & Involvement Center as the Student Organization of the Year for 2021-22. I also joined Associated Students, Inc., as the representative for diversity and inclusion. In this role, I’ve worked to ease racial tensions and create a space where dialogue and conversation can occur. It has been rewarding to see so many different organizations, both cultural and religious, come together. We know that we won’t resolve every issue or problem, but acknowledging that we see one another and recognize one another is a step in the right direction. We try to focus on how we can help and uplift each other. My multiculturalism has been a tremendous asset in this work. It’s allowed me to be an ally for so many groups on campus. As AISA president, I’ve encouraged members of our organization to embrace and learn about other cultural and religious groups on campus. And doing so doesn’t invalidate our identity, it’s simply making space for others to also be recognized and seen, something that so many groups are fighting for on campus. One of the biggest opportunities we have is to continue fostering an environment where all groups have space to grow and be recognized. It’s something that’s a big part of where I am at now, too, as a person. I’ve learned through my higher education journey the importance of communicating your thoughts because, ultimately, we’re all trying to advocate for ourselves. And that’s an important lesson for everyone, because if you don't advocate for yourself, no one else is going to do it for you. Self-advocacy is a skill that takes practice, to be sure. But once learned, it allows you to better express your concerns, helps people hear you in a non-adversarial way and makes them more inclined to listen. And that's what will bring about that change that we all want to see. Media Contact Eric Breier, Public Affairs Specialist ebreier@csusm.edu | Office: 760-750-7314
- Alumna Paves Way as Palomar's First Latina PresidentIt’s been more than three decades, but Mary Gonzales still remembers the Friday meetings with Star Rivera-Lacey at an IHOP in Oceanside. Gonzales referred to these regular meetups as her “counseling sessions” because Rivera-Lacey always shared sound advice. The two friends would chat over a cup of coffee and, if they were lucky and had enough money, share a piece of pie. When Gonzales was struggling, Rivera-Lacey would ask, “On a scale of 1 to 10, with 10 being world poverty, where does this problem fall?” Gonzales would typically respond with a low number on the scale, but the exercise helped her see her problems from a different perspective. “It taught me to stop sweating the small stuff,” said Gonzales, who is now retired from the San Diego County Office of Education. “That was one of her biggest powers, because now I share it with my own kids and I've shared it with other students. And I've heard people give it back and tell me the same thing. She always had that optimism of looking ahead.” That optimism continues to this day as Rivera-Lacey has grown from poverty in childhood to earning a Ph.D. and today serving as the first Latina superintendent/president of Palomar College. It was that ability to remain optimistic during challenging times that helped her become the first in her family to graduate from college when she received a bachelor’s degree in liberal studies at Cal State San Marcos. It seems Rivera-Lacey’s parents knew she had a bright future from the moment they named her. "My mom really wanted me to have aspirations and picked the highest thing in the sky,” Rivera-Lacey said. “That's why she named me Star.” Money was always tight for Rivera-Lacey as a child growing up in Oceanside. Her parents immigrated from El Salvador before she was born, and they always stressed the importance of a college degree to allow her to have a promising career and future. With her parents’ encouragement, Rivera-Lacey cultivated a passion for learning from a young age. She saw how they worked to improve their English by taking ESL classes at Palomar. Sometimes they even took Rivera-Lacey with them. Little could they have imagined that, almost four decades later, she would return to lead that very college. But Rivera-Lacey’s path to becoming a higher education professional wasn’t an easy one. Just as she was about to graduate from El Camino High School, she learned she was one class short. Her counselor recommended taking a physical education class at MiraCosta College to get the extra credits she needed to graduate on time. Rivera-Lacey signed up for a hip-hop dance course, but getting to class was always a challenge. She was constantly searching for a ride or scavenging for gas money to make it to MiraCosta. But once there, Rivera-Lacey was introduced to Extended Opportunity Programs and Services, or EOPS, which provides access to financial assistance and support services for low-income students. The program counselors reassured Rivera-Lacey that she could have a future pursuing a college education after she graduated from high school. Rivera-Lacey gathered a strong support system at MiraCosta. When she wasn’t sure how to navigate the complex college system, the counselors helped her every step of the way. She also had the endless encouragement of her parents. And when she met Gonzales, they formed a quick bond because they understood each other's struggles as first-generation college students. “I had a family, and she was single. But for some reason, when we met, we clicked really well,” Gonzales said. “We were both struggling financially. She had a car that she named Herman, and I had a truck. Sometimes Herman worked, and sometimes my truck worked. But my car had a hole at the bottom, and Star was always afraid that she would fall through when it was my turn to drive.” Car troubles weren’t the only obstacle. Rivera-Lacey was juggling her academic pursuits while working full-time to make ends meet. Sometimes that meant a second job. But Rivera-Lacey remembers the relief she felt when EOPS helped ease the expenses of her classes, including a grant to help pay for books. While trying to balance work and school, Rivera-Lacey needed five years to obtain enough credits to transfer to a four-year university. But MiraCosta’s EOPS counselors never wavered in their support. If she needed to take a semester off to focus on work, they would welcome her back every time with open arms. “There was no judgment,” Rivera-Lacey said. “They offered me complete acceptance, which made all the difference in the world. I never had to feel embarrassed, and that's so special.” Rivera-Lacey continued to receive that type of support when she transferred to CSUSM. She was also grateful to land an on-campus job. After working in retail throughout her time at MiraCosta and constantly battling to get the work schedule she needed to attend classes, it was a relief to be working on a college campus. “I have had a million careers,” Rivera-Lacey said. “But one of the best things that happened when I was at CSUSM is that I worked in a department that used to be called Student Affirmative Action and Outreach.” This job was nothing like the ones Rivera-Lacey had before. She would visit students from local elementary and high schools and get them excited about a future in higher education. Elementary school kids also visited CSUSM. Rivera-Lacey remembers the paper cutouts of graduation caps for kids to try on and fake checks to take to the bookstore to simulate the financial aid process. “CSUSM was so forward-thinking by doing that kind of community outreach,” Rivera-Lacey said. “I'm not surprised at all to see the success that Cal State has now. They've been investing in the community for so many years.” While Rivera-Lacey was helping other students get enthused about the possibility of attending college, she came to a realization as she watched people from similar backgrounds succeed in their jobs at CSUSM – she needed to continue her higher education journey and pursue a career in the field. Rivera-Lacey worked alongside her friend Sabrina Sanders in the Student Affirmative Action and Outreach program. Sanders, who received a bachelor’s and master’s from CSUSM, also decided to pursue a career in higher ed because she and Rivera-Lacey saw themselves in the students they were serving and the impact of reaching underserved communities. “The co-curricular experience as student assistants prepared and inspired us to our careers in higher education,” said Sanders, who also earned a doctorate from Alliant International University and is now the director of the Toro Reengagement Program at California State University Dominguez Hills. “As a first-generation Latina, Rivera-Lacey had an impact on the elementary, high school and community college students that was powerful. Her college journey, experiences and representation continue to inspire and exemplify the values and opportunities that education provides and her parents instilled in her. Promoting access, equity and student success is more than a job for President Rivera-Lacey – it’s a calling.” When Rivera-Lacey received her bachelor’s in liberal studies in 1995, it was a life-changing moment for her parents to watch the first person in their family graduate from college. “I think when you experience poverty and with every semester that I got under my belt, it was like one step closer to freedom,” Rivera-Lacey said. Rivera-Lacey saw how her financial situation started to improve after earning her bachelor’s, but there were still challenges. When she was pursuing a master’s in counseling at San Diego State University, Rivera-Lacey remembers driving to take her final knowing she wouldn’t have enough gas to get home nor the money to fill her tank. “I remember clearly walking on the freeway,” she said. “I do not recommend that anybody get on the freeway, but one of my friends came and rescued me. And to this day, it is one of the stories that we laugh about, right? “There are going to be obstacles in the way, doors that close, but there's always a window that's open. If you just put one foot forward, the road will rise to meet. There are so many people who are in education that love what they do and believe in students. You'll find the help.” Rivera-Lacey never let any of the obstacles she faced get in the way of her end goal. She received her master's in counseling at SDSU in 1997 and eventually returned to school to get her Ph.D. in education from Claremont Graduate University in 2016. Rivera-Lacey knew she wanted to center her career around what she loved: student success. And she stayed with her passion for higher education for 17 years, which led her to become the superintendent/president of Palomar College in 2021. Just as when she was a child, Rivera-Lacey still has the same passion for continuing to grow and learn – and she’s in a position to inspire others to do the same as she works to build on Palomar’s success. Rivera-Lacey knows firsthand the struggles that so many students face, and she serves as a shining example to those who may never have seen a Latina college president. “I'm very, very surprised at people's reaction,” Rivera-Lacey said. “I remember during commencement, a student wanted to hug me because they’ve never seen a Latina president. And another student thanked me because their parents were able to understand the ‘Superintendent/President’s Welcome’ because we did it both in English and Spanish, which shows that representation does matter. “I tell people all the time, ‘I might be the first Latina Palomar superintendent/president, but I won't be the last.’ ” Media Contact Eric Breier, Public Affairs Specialist ebreier@csusm.edu | Office: 760-750-7314
