Newsroom
- New Play Explores Misconceptions of Latino VotingFor most of her life, Patrice Amon has bristled at the popular notion that Latino people vote as one monolithic bloc. So when she came across a script last year that delves into that very subject, she knew she had to make it her next stage production. The result is “The Hispanic/Latino/Latina/Latinx/Latine Vote,” a play that will be performed at Cal State San Marcos on Wednesday night. Directed by Amon, the chair of CSUSM’s theater department, the show will take place at 7 p.m. in Room 111 of the Arts Building. Tickets are free. “There’s often an assumption that different parts of the Latino community will all act the same,” Amon said. “There is an abundance of diversity within the community. There’s a variety of languages that are spoken, a wide array of racial identities that we hold, a diversity of religions we practice. In that way, it is overly simplistic to imagine that all Latinos vote in a single bloc. There’s such diversity within the community that our voting practices are often just as diverse as we are.” “The Hispanic/Latino/Latina/Latinx/Latine Vote” centers on Paola Aguilar, a university professor who’s an expert in Latinx studies and who’s in debt from years of fertility treatments. Facing financial strain, she accepts a lucrative offer from a political party seeking to decode and capture the titular vote ahead of an impending election. As Paola navigates the party’s often superficial understanding of her community, the play satirizes the oversimplification of Latino identities. The script was written by Bernardo Cubria, a Mexican playwright who lives in Los Angeles. Cubria based the story on his own experiences of volunteering for the Democratic Party and going through in vitro fertilization with his wife. Amon saw an early reading last January at The Old Globe’s Powers New Voices Festival and decided to produce it through TuYo Theatre, a San Diego company that specializes in Latinx narratives and for which she is co-artistic director. The play opened on Jan. 3 at a high school in Chula Vista, and after the show at CSUSM, it also will be staged at High Tech High and San Diego State. The 90-minute comedy features a cast of six, including Kevane Coleman, the administrative coordinator for the CSUSM art, media and design department who’s also a professional actor, singer and dancer. Coleman plays the role of Bernard, a political adviser who works with three other advisers to recruit Paola to help bolster the party's share of the Latino vote. Bernard and his partner have been on their own IVF journey, and he uses that as a way to befriend Paola after she has a miscarriage. “When audiences, especially our students, come to see this play, I know many of them will see themselves reflected on stage,” Coleman said. “That representation is powerful and vital to the work we do as artists, but also the work that we do within each of our communities. As the president of the Black Faculty and Staff Association on campus, this production has also been an extraordinary learning experience for me. To be immersed in the Latin community by doing this show, it has broadened my understanding of critical issues facing this community.” Besides faculty in Amon and staff in Coleman, “The Hispanic Vote” also has CSUSM representation in the crew from Abby Chacon, a senior theater major who’s serving as assistant stage manager. About 40 tickets for the show are available. To reserve a seat, email info@tuyotheatre.org. “I think this play will resonate with our students and the larger campus community,” Amon said, “because we all want to live in a world where we spend more time thinking about the nuances of our world.” Media Contact Brian Hiro, Communications Specialist bhiro@csusm.edu | Office: 760-750-7306
- Veterans Sharing Oral Histories Highlight Spring Arts & LecturesAn event showcasing the oral histories of military veterans highlights the spring lineup of the longstanding Arts & Lectures series at Cal State San Marcos. This season boasts a diverse selection of eight events as the university hosts renowned guest speakers and performances. Attendees can reserve tickets online via the Arts & Lectures website now. All-Out Turf & Popping Hip-Hop Cypher and Battle Feb. 5, 1-10 p.m., USU Ballroom A day-long cypher and battle led by two notable hip-hop artists, Johnny Lopez (Johnny 5) and Quentin Robinson (SpecialFX). Born in Oakland, Johnny5 is a Latino professional turf dancer and the founder of TURFinc, a Bay Area company that instills positive changes in the community through dance. SpecialFX is a father of two, a Marine Corps veteran and the founder of Movements 4 Movements. At CSUSM, they will share hip-hop dance and culture during an event that includes guest lectures, dance workshops and a cypher featuring authentic hip-hop dancers, performances, competitions and classes. CSUSM students: Free Faculty/staff/alumni: $5 Community: $10 Songs of the Wayfarer Feb. 15, 7 p.m., Arts 111 “Songs of the Wayfarer” is based on select poems of Rabindranath Tagore, India’s Nobel laureate. Translations from Bengali to English were created by Jayanta Acharya, original music was composed by Mtafiti Imara and dances were choreographed by Anusree Bonnerjee and Cherie Hill. Each step in this collaborative process involved reflections on the central theme: one who goes on a spiritual journey. It’s both an ancient and modern theme found in many disciplines, including literature, religion and mythology. These songs ask questions of what defines us as individuals and as connected humans. CSUSM students: Free Faculty/staff/alumni: $5 Community: $10 From Fungi to the Planet: Complex Systems in Science and Art Feb. 17, noon, USU Ballroom Join a panel of scientific and artistic thinkers for a deep look at the roles of fungi on the planet and microscopic elements within complex systems. Scientists from the Treseder Lab at UC Irvine will examine fungi’s layered relationship to planetary life and discuss how fungi mediate and connect distant ecosystems. David Familian, also from UC Irvine, will introduce life webs and AI as complex systems, a topic that comes to focus in the art exhibition “Future Tense: Art, Complexity and Uncertainty.” Moving across perspectives in art and science, the panelists will reframe how we picture the planet. The lecture will be preceded by a workshop from 10:30-11:30 a.m. CSUSM students: Free Faculty/staff/alumni: Free Community: $5 ‘Bad Child’: Film Screening and Interdisciplinary Panel on Sexual Assault March 4, noon, Arts 111 “Bad Child” is a short documentary about the more intimate, less visible outcomes of enduring repeated childhood sexual abuse. The film focuses on one survivor's reflections while expert interviews place emphasis on the importance of parental and caregiver support. Director Nicole Mendez will discuss the film’s format and its contents, then host an interdisciplinary panel examining impacts of sexual assault, artistic expressions of trauma and resources available to survivors. Panelists include CSUSM faculty and staff from Student Health & Counseling Services, the Department of Psychology, the School of Arts and more. CSUSM students: Free Faculty/staff/alumni: Free Community: $5 Veterans History Project: An Unveiling of the Journey March 19, 6 p.m., USU Ballroom This event showcasing the oral histories of military veterans offers an intimate look into the personal experiences, challenges and triumphs of veterans from diverse backgrounds. The stories shared will be archived at the Library of Congress and in CSUSM’s Kellogg Library, preserving their legacies for future generations. The keynote speaker is Amy Forsythe, a Marines Corps veteran, Navy reservist and CSUSM alumna. The formal program will be preceded by a veteran/military resource fair and reception at 5 p.m. CSUSM students: Free Military-affiliated community and resource fair guests: Free Faculty/staff/alumni: $5 Community: $10 Jason Magabo Perez April 7, 6 p.m., USU Ballroom Through poetry, performance and video, Jason Magabo Perez – the most recent poet laureate for the City of San Diego – will explore the poetics of memory as an act of anticolonial future-making. Perez is a poet, essayist, performer and author of the book of poetry and prose titled “This is for the mostless” (2017) and the forthcoming book-length poem "I ask about what falls away." An associate professor and director of ethnic studies at CSUSM, Perez will be joined by DJ, music producer, performer and longtime collaborator Shammy Dee. CSUSM students: Free Faculty/staff/alumni: Free Community: $5 Xtreme Wellness: Keep It Moving April 14, 6 p.m., USU Ballroom In "Xtreme Wellness," featuring the Oside Steppers and guest instructors, you can experience modernized step aerobics set to hip-hop music, offering a fun, intense workout that burns calories, boosts cardiovascular health and relieves stress. The event includes showcases, instructional sessions and practice for all skill levels, from beginner to advanced. In a bonus panel discussion, get to know your instructors and discover how they use movement to enhance their well-being. The panel will be moderated by Daja Marks, a CSUSM alumna, artist/activist and experimental documentarian CSUSM students: Free Faculty/staff/alumni: $5 Community: $7 Educational Equality Now: The Legacy of the Lemon Grove Incident in the Mexican Southwest and the Challenge to Desegregation in the United States April 23, 6 p.m., USU Ballroom The 1931 landmark case Roberto Alvarez v. the Board of Trustees of the Lemon Grove School District was the first successful school desegregation court decision in U.S. history. This lecture by Dr. Robert R. Alvarez Jr., a professor emeritus of ethnic studies at UC San Diego and the son of the lead plaintiff in the case, will review the specific struggle by the Mexican families of Lemon Grove in the greater context of the Mexican challenge to U.S. school desegregation. The case established the rights of children of Mexican immigrants to equal education, despite local, regional and national sentiment that favored not only segregation, but the actual deportation of the Mexican population in the United States. Current educational equity issues for Mexican immigrant and Latino communities will be contextualized through regional data compiled by the National Latino Research Center at CSUSM. CSUSM students: Free Faculty/staff/alumni: $5 Community: $10 Media Contact Brian Hiro, Communications Specialist bhiro@csusm.edu | Office: 760-750-7306
Student Announcements
- Checking the Status of Campus ElevatorsDid you know there are three ways to check the working status of CSUSM’s 40 elevators and five wheelchair lifts? 1. Facilities Development and Management tracks the working status of our elevators with this interactive map. https://workrequest.csusm.edu/elevator/status.php 2. You can also sign up for email notifications that automatically alert you when our elevators are taken out of service or returned to service here. https://m.csusm.edu/default/kurogo_message_center/channels?feed=messages_channel_eac8ab41-0a30-45fd-aa4b-e1bca1ec9644 3. You can also receive automatic notifications on your phone through the CSUSM App. To sign up do the following steps: • Sign in to the CSUSM App • Go to “Maps” • Click on “Elevator Status” • Click on the “Opt In” button
- Resources and Support for Undocumented and Temporary Protected Status (TPS) Students and EmployeesThe Office of Inclusive Excellence invites you to join us for an information session on resources and support for CSUSM's undocumented and Temporary Protected Status (TPS) students and employees. The session is Thursday, Dec. 12 at noon via Zoom (link to be provided upon registration). Learn about the resources and support available to undocumented, TPS and immigrant members of the CSUSM community. This session will provide information on campus and community resources, highlight available services, and discuss ways to foster a supportive and inclusive environment for all. The event is open to students, staff and faculty interested in learning more about these important resources and how to support members of our campus immigrant community. Click here to register. For questions or accommodations, please contact the Office of Inclusive Excellence.
News Release
- New Play Explores Misconceptions of Latino VotingFor most of her life, Patrice Amon has bristled at the popular notion that Latino people vote as one monolithic bloc. So when she came across a script last year that delves into that very subject, she knew she had to make it her next stage production. The result is “The Hispanic/Latino/Latina/Latinx/Latine Vote,” a play that will be performed at Cal State San Marcos on Wednesday night. Directed by Amon, the chair of CSUSM’s theater department, the show will take place at 7 p.m. in Room 111 of the Arts Building. Tickets are free. “There’s often an assumption that different parts of the Latino community will all act the same,” Amon said. “There is an abundance of diversity within the community. There’s a variety of languages that are spoken, a wide array of racial identities that we hold, a diversity of religions we practice. In that way, it is overly simplistic to imagine that all Latinos vote in a single bloc. There’s such diversity within the community that our voting practices are often just as diverse as we are.” “The Hispanic/Latino/Latina/Latinx/Latine Vote” centers on Paola Aguilar, a university professor who’s an expert in Latinx studies and who’s in debt from years of fertility treatments. Facing financial strain, she accepts a lucrative offer from a political party seeking to decode and capture the titular vote ahead of an impending election. As Paola navigates the party’s often superficial understanding of her community, the play satirizes the oversimplification of Latino identities. The script was written by Bernardo Cubria, a Mexican playwright who lives in Los Angeles. Cubria based the story on his own experiences of volunteering for the Democratic Party and going through in vitro fertilization with his wife. Amon saw an early reading last January at The Old Globe’s Powers New Voices Festival and decided to produce it through TuYo Theatre, a San Diego company that specializes in Latinx narratives and for which she is co-artistic director. The play opened on Jan. 3 at a high school in Chula Vista, and after the show at CSUSM, it also will be staged at High Tech High and San Diego State. The 90-minute comedy features a cast of six, including Kevane Coleman, the administrative coordinator for the CSUSM art, media and design department who’s also a professional actor, singer and dancer. Coleman plays the role of Bernard, a political adviser who works with three other advisers to recruit Paola to help bolster the party's share of the Latino vote. Bernard and his partner have been on their own IVF journey, and he uses that as a way to befriend Paola after she has a miscarriage. “When audiences, especially our students, come to see this play, I know many of them will see themselves reflected on stage,” Coleman said. “That representation is powerful and vital to the work we do as artists, but also the work that we do within each of our communities. As the president of the Black Faculty and Staff Association on campus, this production has also been an extraordinary learning experience for me. To be immersed in the Latin community by doing this show, it has broadened my understanding of critical issues facing this community.” Besides faculty in Amon and staff in Coleman, “The Hispanic Vote” also has CSUSM representation in the crew from Abby Chacon, a senior theater major who’s serving as assistant stage manager. About 40 tickets for the show are available. To reserve a seat, email info@tuyotheatre.org. “I think this play will resonate with our students and the larger campus community,” Amon said, “because we all want to live in a world where we spend more time thinking about the nuances of our world.” Media Contact Brian Hiro, Communications Specialist bhiro@csusm.edu | Office: 760-750-7306
- Academic Support Offered Through Learning & Tutoring ServicesWelcome to the spring semester! We hope you have enjoyed a restorative winter break. We look forward to our work together this spring in support students’ academic success. Learning & Tutoring Services for Spring 2025 The learning centers are at the heart of the direct academic support the Office of Undergraduate Studies (OUGS) provides CSUSM students. Virtual and in-person academic support is available. For a list of specific courses supported, visit our website. We look forward to working with you to ensure students have access to available academic resources. STEM Success Center supports courses in these disciplines: Biology, chemistry, computer science, mathematics and physics Writing Center: Supports writing in all courses Supplemental Instruction supports courses in these disciplines: Biology, chemistry, economics, physics, psychology and speech-language pathology NetTutor supports courses in these disciplines: Business, economics, finance, history, psychology, political science, philosophy, Spanish, statistics for human development, and statistics for psychology Language for your Syllabi/Cougar Course Container Faculty are our most powerful partners in engaging students with academic support resources on our campus. To assist you in directing students to campus academic support resources, we have drafted language to include on your syllabi/Cougar Course Containers. We encourage you to share this link with your students. When do we open to students? Students are welcome to visit Learning & Tutoring Services to see the space or study beginning Jan. 21. Tutoring begins Jan. 27 and is open Mondays through Thursdays from 10 a.m.-5 p.m. and Fridays from 10 a.m.-3 p.m. Where? The second floor of the Extended Learning Building. The STEM Success Center is in ELB 250. The Writing Center is in ELB 201 for in-person tutoring (see our website for virtual support options). Do students visit the academic learning centers? Yes. Supported by roughly 120 trained peer educators, the STEM Success Center, Writing Center, Supplemental Instruction (SI) program, and NetTutor supported more than 19,000 student visits during the 2023-24 academic year. This includes an 8.8% increase in unique visits from the 2022-23 academic year. Nearly 7,000 students visited Learning & Tutoring Services in Fall 2024. Thank you, faculty and staff, for directing students to these learning centers and for your key role in recommending students to serve as peer educators in Learning & Tutoring Services. We can support many more students, so please continue to direct them to us. To what effect? Data suggest that students who make at least five visits to a single learning center per semester in support of a specific course tend to earn higher grades. Visiting the learning centers early and often is sage advice. In the words of one of our peer educators, “The more you go, the more you know.” Friendly Suggestions: Add this language to your syllabi and Canvas course containers. Encourage students to stop by LTS during the first week of the semester to get acquainted. They can simply come by to look around. Encourage students to make use of the free tutoring at least once during weeks 1-3. Remind your students that LTS is a safe space to learn. Encourage them to bring a friend with them when they visit LTS. Remind your students that with regular visits to LTS early and often throughout the semester, their learning will be deeper, and their GPA will likely be higher. Feel free to reach out to us with your questions and suggestions. In his role as assistant dean, Adam Petersen supervises Learning & Tutoring Services. You can reach him at apetersen@csusm.edu. For Learning & Tutoring Services questions, contact Evan Smith (esmith@csusm.edu), Learning & Tutoring Services Director. For Writing Center questions, contact Allison Reyes (ajreyes@csusm.edu), Associate Director of LTS for Writing Support. For STEM Success Center questions, contact Paulina Coronado (pcoronado@csusm.edu), Associate Director of LTS for STEM Support. For Supplemental Instruction (SI) questions, contact Alex Picasso (apicasso@csusm.edu), SI Coordinator. We know that the more students believe they belong, the better they do academically. Thank you for all you do to enrich this vibrant learning community. Best wishes for a wonderful spring semester. Dawn M. Formo Dean, Undergraduate Studies Adam Petersen Assistant Dean, Undergraduate Studies
Steps Magazine
- Alumna on Front Lines of Fight to Advance Clean EnergyManal Yamout McDermid often feels like she’s standing on the cutting edge of California’s 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 – basically, an Uber for the skies. The next day, she’ll sit down with a business that’s building a device that captures a semi truck’s 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. “Each of the clients that I work with, I get a chance to embed in their team,” McDermid said. “I 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.” Those clients, in turn, value McDermid’s expertise, so much so that they’re willing to pay handsomely for it, in many cases while they’re 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 – whether sexy startups or stodgy utilities – 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. “I founded this company because it’s 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,” McDermid said. “We focus exclusively on climate and energy, and primarily on what I refer to as disruptive technologies.” Founded in 2013, Caliber now totals eight employees, and one of McDermid’s fellow partners is Michael Picker, former president of the California Public Utilities Commission (CPUC), the nonpartisan body charged with regulating the state’s utilities. The company has almost 50 clients, including investment management giant Blackstone, accounting firm KPMG and Sunrun, one of the nation’s biggest solar installers. Sometimes Caliber’s clients take the form of a legacy company that’s opening a new product line. A.O. Smith Corporation, for example, has been around for 150 years and is one of the world’s 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, “put oil back underground,” 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. “It’s about streamlining the process, and even more so trying to educate regulators,” McDermid said. “We 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 it’s a collaborative process to figure out how we get from where we are now to where we want to be.” 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 – even 10 to 20 acres worth – couldn’t 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. “CSUSM was this perfect testing ground to try out all these different things,” 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 California’s government. She was assigned to Gov. Schwarzenegger’s 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 Schwarzenegger’s 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. “She was perfect,” Kennedy said. “She 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? “It’s a very tough role to step into, and she earned everyone’s 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.” 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 – the former CPUC president and current Caliber partner – but also McDermid. “It was a failure-is-not-an-option initiative by the governor,” Kennedy said. “I 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 state’s climate initiatives.” McDermid’s 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 governor’s 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 “world’s largest virtual power plant” – 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 husband’s 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 that’s not the case with Caliber or most of its clients. They’re all in the same boat and rowing in the same direction when it comes to the state’s ambitious climate goals, which is one of myriad reasons why McDermid loves the work she does. “We’re very focused in California precisely because we actually want to get things done,” McDermid said. “I don’t 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 it’s more about figuring out: How do we solve it?” 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. Don’t 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
- Incredible Mulk: Class Project Becomes Thriving BusinessMelissa Finestone remembers the assignment in her business marketing class that started it all. Each student was required to develop a business plan based on a product they conceived. Finestone decided to curate a product that combined her passion for cooking with a childhood love of chocolate milk. But Finestone wanted to develop a healthy alternative to other chocolate milks on the market. She noticed that there was a growing demand for more plant-based options, and she wanted to create a product that would avoid a laundry list of unfamiliar ingredients. When Finestone couldn’t find a product on the market that met her requirements, she chose to make her own. Using her Vitamix blender to grind almonds in her kitchen at home, Finestone crafted samples of chocolate- and strawberry-flavored, plant-based almond milk. She served it to each student in the class while presenting her product. “I remember a classmate saying, ‘I do not drink flavored milk, no matter what kind of milk it is, but I would buy this one,’ ” said Finestone, then known by her maiden name of Mandim. The overwhelming support from her peers inspired Finestone to launch The Mulk Co. in June 2018, only one year after she graduated from Cal State San Marcos with a bachelor’s degree in global business management. “What she is doing in starting up a food business is extremely difficult,” said Dick Lansing, who worked with Finestone as part of the College of Business Administration’s Career Mentor Program. “There are all sorts of hurdles and problems and costs that you need to go through and take into consideration. “I generally don't recommend anybody go into the food business, as an individual person, unless they have a lot of money they want to lose. But she had a plan, which was really good and really smart.” Today, Finestone’s signature almond milk is available at nine farmers markets throughout San Diego County and three in Los Angeles. She has gone from grinding almonds in her kitchen to using a commercial space in Vista, where she produces 10 different flavors and three seasonal offerings. The chocolate and strawberry flavors that she shared in class are among the most popular – and the recipe hasn’t changed much since then. “I can’t pick a favorite, but I associate each flavor with a memory,” Finestone said. “When I think of strawberry, I think of the student who complimented me in class because I couldn’t believe that she liked it so much.” Finestone takes pride in using only real ingredients in her almond milk; it contains no additives, fillers or preservatives. She sources her almonds from a farm in California’s Central Valley, where 80% of all almonds in the United States are harvested. Mulk has become so successful that Finestone has employees to cover the numerous farmers markets, though she still can be found each Sunday at the Leucadia Farmers Market. “My husband tries to get me to stay home and rest on Sundays, but I just love it,” she said. “There’s just something about the community and relationships you build with other vendors. I love the friendships you make, not just with your customers but with fellow business owners.” Finestone never intended to be an entrepreneur. It took a one-way ticket around the world for her to discover this path. Finestone grew up in South Africa, where she earned a bachelor’s in fine arts from Witwatersrand College and then graduated from Inscape Design College. She had a well-established career in interior design, even winning an interior designer of the year award for Virgin Airlines’ launch in South Africa. When Finestone’s parents moved to Australia, where her sister had landed a job, Finestone decided to move with them. But she quickly learned that Australia wasn’t where she wanted to live long term. Instead, she packed her belongings to find someplace that felt like home. It began a journey that took her from Melbourne to Sydney and then on to Chile, Brazil, Peru, Argentina, Bolivia, India and Thailand. With visits to more than 30 countries over her lifetime, Finestone credits the globe-trotting experiences for shaping her as a businessperson. In fact, it was a trip to India that inspired one of Mulk’s most popular flavors. The company’s golden almond milk is blended with turmeric, cinnamon and ginger, a nod to the Indian drink masala haldi doodh, which translates to “golden milk.” “I remember drinking it at Indian street markets, and it was delicious,” Finestone said. “I knew I wanted to create a version of it for Mulk.” After nine months of traveling, Finestone returned to Australia to see her family. She didn’t stay long, taking an offer to visit a friend in Los Angeles. This trip was different from the others, though. It was her first time in the United States, and she fell in love with Southern California. Finestone found herself with new opportunities, and she leaned into her passion for cooking, which had been a constant in her life since she was 6 years old and honing her skills with her mother and grandmother. Her talents led to a job as a chef for Oscar-winning composer Hans Zimmer. But Finestone yearned for something else. She started studying business leadership and management at Santa Monica College and landed internships in public relations and marketing. She always thought her time in the U.S. would be temporary, that she would eventually return to Australia to be closer to her family. Then she met her future husband, Adam. One of Finestone’s internships was located next to the packing and shipping company owned by Adam’s parents. She frequented the store to mail packages, becoming such a regular that Adam’s parents invited her to a Christmas party where she met their son, who was visiting from San Diego. Finestone eventually moved south to be closer to Adam and continued to pursue her business degree, first at Palomar College and then at CSUSM. “I liked the idea of having a degree that would support any industry,” Finestone said. Finestone also had support from Adam, whom she credits for inspiring the name of her almond milk business. “My husband makes fun of me when I say ‘milk.’ It sounds like I’m saying ‘mulk’ because of my South African accent,” Finestone said. “The name just stuck, and I felt like it was fitting for my business.” Starting any business comes with challenges, and the food industry is notoriously difficult for budding entrepreneurs. It wasn’t just Lansing, a College of Business Administration advisory council member, who warned Finestone about how grueling it could be. As Finestone grappled with whether to start a business or find a corporate job, she reached out a week after graduation to Jim Hamerly, then the college’s dean. “I certainly shared some of my concerns and skepticism with Melissa about starting a food business,” Hamerly said. “She told me, ‘Well, I'm manufacturing it in my kitchen at home and I'm crushing my own almonds.’ And I'm thinking, ‘Oh my.’ ” Hamerly knew that could be problematic for adhering to U.S. Food and Drug Administration guidelines and that a commercial kitchen would be needed. At the time, Hamerly was helping his brother with a soup stock business, which required Hamerly to learn about packaging and manufacturing fluids. He shared what he learned with Finestone, even connecting her with his brother. Both Hamerly and Lansing were impressed with Finestone’s drive to launch her business. She decided after meeting with them that she would start small and serve her milk at a few local farmers markets. It was familiar territory to Finestone, who worked as a food service vendor for Bitchin’ Sauce, an almond dip company, while attending CSUSM. “I knew the lay of the land,” Finestone said. “I was able to create connections with other farmers market vendors and get ideas for my business.” When Finestone was just starting out, Hamerly was a regular visitor to her booth at Poway’s farmers market on Saturday mornings to support her and purchase Mulk products. “She's really good with people,” Hamerly said. “I used to sit on the sidelines and watch her sell to people as they came through the farmers market. A lot of CSUSM students start businesses, but she's really got a great head for business. She gets it.” Six years after launching Mulk, Finestone is familiar with the landmines that come with owning a business. But the happiness that radiates from her customers keeps her going. She is continuing to grow the business, with hopes of one day having Mulk available in Whole Foods. Finestone still thinks often about the day that her classmates tried her almond milk for the first time. She smiles when she recalls their reaction, and the memory never ceases to fuel her motivation for the future. “I have had lots of challenges,” Finestone said. “But I believe in my product and I see people’s faces when they find something they like. And when customers keep coming back, it just tells me that I'm actually fulfilling some sort of need. That's really what keeps me going.” Melissa Finestone Major at CSUSM: Global business management Graduation year: 2017 Company: The Mulk Co. Website: themulkco.com Founded: 2018 Number of employees: 3 What advice would you give budding entrepreneurs? “Rank on a scale of 1 to 10 how passionate you are about this idea because it needs to be 11. Don't be scared of starting a business. It might fail, but it also might set you up for your next success. I've come across entrepreneurs who have started one product, realized there were a lot of roadblocks with the product and then they switch and start doing something else. And then they actually move forward with that one.” What’s the greatest challenge in starting your own business? “Employees and when your equipment breaks. I use industrial equipment and I'm not an engineer. So if something goes wrong, it's really stuck.” Knowing what you know now, is there anything you would have done differently? “It would have been so cool if I was studying business while I was starting a business. Because I think I would learn a lot of principles and it would have helped getting feedback from professors.” What are the qualities of a good entrepreneur? “Resourcefulness, passion and a high learning curve.” Media Contact Bri Phillips, Communications Specialist bphillips@csusm.edu