World Tradewinds

November - December 2002 - Issue N. 115
A Publication of the Monterey Bay International Trade Association (MBITA)


Jones & Tregenza Communications Group

East West Bank

Pacific IDS

All World Currency Exchange, Inc.

Central Coast Angel Network

SOV Interactive Media

A Way With Words

Toma International

Equity Now




Language Line





Fri, Oct 25th
California Trade with Mexico Luncheon

The new Univ. of Ca. MBEST Center
Marina, CA
Time: 11:30am registration
noon lunch to 1:30pm
Admission: $20 members - $25 non members

Fri, Nov 15th
California Becoming and Staying a Global Business: Access to International Trade

The Spyglass Restaurant in Shell Beach
Pismo Beach, CA 93449
11:00am to 1:00pm
For more info call the CCITA office:
Admission: $20 members - $25 non members

Fri. Nov 22nd
International Banking and Marketing - Partners in Trade

Sponsored by MBITA New Corporate Sponsor EastwestBank
El Palomar Restaurant
Santa Cruz, CA
Time: 11:30am registration
noon lunch to 1:30pm
Admission: $20 members - $25 non members

Thu, Dec 12th 2002
Silicon Valley Round Table Discussion on Global Trade, Education and Trade Promotion Services

San Jose Entrepreneur Center
84 West Santa Clara, Ste 100
San Jose, CA 95113
Time: 3:00pm-5:00pm
Network Reception: 5:00pm-7:00pm
Admission: free

To register for MBITA luncheons, call 831-469-0148 or email including the event specifics you are signing up for in the subject line.

For more detail on MBITA business events, go to


Tony Livoti

Vice President
Shay Adams
Digital Tech Displays

Dr. Edward Valeau
Hartnell College

Victor Cordell
Monterey Institute of International Studies (MIIS)

Marcelo Siero

Jim Faith

Phil Cisneros

Cristina Polesel
Membership/Event Manager

Nora Jones
Nora Jones and Co.

MBITA Contact Info

725 Front St. Ste 104
Santa Cruz, CA 95060 U.S.A.
Phone: 1-831-469-0148
Fax: 1-831-469-0917

If you would like to have an article published on this newsletter please contact the editor by email.

This newsletter has been created by MBITA's editor
Cristina Polesel


A company's website is a crucial component to a successful export marketing strategy. MBITA is now planning a first-of-its-kind conference in the Spring of 2003 in Monterey, Ca. entitled 'Global Trade Meets the World Wide Web'.

"We need to have a 'rubber-meets-the road' kind of conference where a small business really understands all the factors that a web site needs to address to be successful in a global marketplace", states Shay Adams, MBITA Vice President and board member.

We are now seeking Sponsors and Presenters for this conference. Please go to for more details.

Robert "Tony" Livoti
Executive Director

MBITA New Corporate Sponsor: Jones & Tregenza Communications Group

Jones & Tregenza Communications Group MBITA is pleased to announce its new Corporate Sponsor and new Board Member, Monterey-based Jones & Tregenza Communications Group, Media and Event Planning. The company specializes in helping companies manage events throughout the year, creating an annual event planning calendar and developing a written implementation plan. This allows more time for its clients to concentrate on the work they do best.

"Our consistent application of media placement, public relations and event planning will result in brand recognition, creating an emotional bond to your company's products and services," says Nora Jones, Company President, "Interactive event programs are key to every marketing strategy, and are the best way to build name recognition." As part of Jones & Tregenza's services, clients get professional consulting to discover new ways to generate revenue streams increasing return on investment.

Ms. Jones, founder of Jones & Tregenza Communications Group, recently returned to Monterey from Knoxville, Tenn. where she was General Manager of both a weekly newspaper and magazine publishing company. She has twenty-five years of media and event management experience. Newspaper industry experience included work as classified manager and telemarketing manager for the Monterey County Herald, classified manager and advertising director for the San Mateo Times. Her event experience includes work with the Gilroy Garlic Festival, Monterey County Wine Festival, Fremont Art Festival and exhibit promotions for Knoxville Museum of Art.

Services include revenue strategies for your web site, new business software tools to help businesses market themselves more easily, media plans that save money, employee retention programs, seminars, trade-shows and educational forums. Customized professional business papers, brochures, invitations and newsletters are key aspects of the company's focus to ensure professional image development.

Jones & Tregenza Communications Group will manage your events throughout the year. Creating an annual event planning calendar and developing a written implementation plan. Such help frees companies to concentrate on the work they do best.

Nora Jones
Jones & Tregenza Communications Group
499 Calle Principal Ste H
Monterey, CA 93940
Tel. 831-646-1289

MBITA New Member: Rezkey

MBITA welcomes to its membership Aptos-based RezKey, Inc. Developed by Santa Cruz-based Tenonline Advanced Services, Rezkey is a state-of-the-art online booking engine and distribution system which enables Convention Visitors Bureaus (CVB) web sites to host all local businesses and services, providing a "one-stop-shop" experience for convention goers, event attendees and leisure visitors.

According to a study conducted by Travel Industry of America, the number of travelers using the Internet to get information on destinations or to check prices grew from 59 million in 2000 to 65 million in 2001. 48% of travelers (31 million) who used the Internet to plan their trips in 2001 actually booked or made travel reservations online.

The online reservation system has the potential to generate more sales for hoteliers by connecting even the smallest hotel properties to the growing number of travelers who are making travel decisions and booking hotel rooms online.

RezKey is being adopted by leading sites:
  • CNG Hotels, Europe's largest hotel wholesaler, is booking $millions through RezKey
  • KLM Airlines has deployed RezKey to book hotels for its Stay-Over hotel programs, and Floriade, Van Gogh, and Flying Dutchman loyalty programs.
  • Jacksonville, Florida launched RezKey on July 18th to enable visitors to book hotel and B&B rooms, museum tickets, tours, and other services.
  • The Computerized Corporate Rate Association consortium is launching a travel agency portal empowered by RezKey so thousands of travel agencies can book online.
  • Stellar Access will use RezKey to book hotels and manage meetings and conferences for over 400 trade associations.
  • Santa Cruz Convention & Visitors Center recently launched its hotel booking system using RezKey

Rezkey customers have adopted RezKey because it enables them to conduct their business efficiently and effectively online, expand their market reach, increase their sales, and fine-tune their marketing campaigns - all in real time.

Booking a hotel room in Santa Cruz County just got easier for travelers. The Santa Cruz County Conference and Visitors Council (CVC) released their new, online reservation system in September.

From the CVC's web site, travelers can search for hotel availability, compare lodging choices and rates, and book their rooms with just a few simple clicks. Anyone with an Internet connection can search for and book a room from anywhere in the world, any time, any day. The online reservation system works with hotels' travel supply system, allows complete and secure client control of loading and managing real-time inventory and rates, and provides real-time booking confirmations via email and/or fax.

The number of travelers using the CVC web site has more than doubled in the past year, from 206,663 users in 2000-01 to 598,087 users in 2001-02. According to a recent conversion study, 70% of travelers who requested the Traveler's Guide off of the CVC's web site actually visited Santa Cruz County.

Nine local hotel properties participated in the testing period for the CVC's online reservation system. By November, the CVC plans to open up its online reservation system to all hotel properties in Santa Cruz County. The power behind the CVC's online reservation system is RezKey.

RezKey booking engine and distribution system blends seamlessly into the CVC's web site. Another local company, Santa Cruz Clicks, was responsible for creating the graphical interface to match the look and feel of the CVC's existing site. Rezkey is your key to successful internet travel distribution and procurement.

Sheridan Tatsuno
VP Business Development
RezKey, Inc.
303 Potrero #42-205
Santa Cruz, CA 95060
Direct tel:(831) 685-8818
Fax: (831) 685-2793

MBITA New Member: AEIOS, Inc.

AEIOS Helps Clients Profit from Their Global Markets

MBITA welcomes to its membership Scotts Valley-based AEIOS, Inc., a local consulting company with a focus on web marketing. Your company may have great new products or services, hot new technologies, and a cool, new Web site to show off your business to the world. You may know there are markets for your products out there somewhere in the world, but where? To better understand your worldwide market opportunities, you need answers to some questions:

  • Where in the world are the best markets for your products and services?
  • What products or services do they want to buy from you?
  • How can you reach your international customers most effectively? What messages do they want to hear from you about your products?

How do you find out what your international customers really want from you? You ask them! AEIOS can provide you with answers to important questions about your global markets.

AEIOS designs and conducts online, interactive, multilingual surveys of high-technology global business and consumer markets via the World Wide Web. AEIOS applies state-of-the-art Internet survey research techniques and methodologies to help you uncover new global market opportunities and increase sales of your products and services worldwide.

AEIOS helps you understand what global markets want from you by communicating directly with your international customers online, in their native languages. Interactive Web sites and online surveys conducted by AEIOS give you the opportunity to receive information from, as well as provide information to, your customers and prospects worldwide, over the Internet.

AEIOS delivers global marketing research consulting services to enterprises in e-Commerce, global trade, advertising, new media, computer hardware and software, consumer products, agriculture, financial services, health care, international travel, telecommunications, and information technology markets worldwide. Small to medium sized companies that need to expand their domestic and international markets for their products and services can benefit from AEIOS global marketing research services.

Types of research services AEIOS performs include: Web site evaluations, usability tests, audience profile studies, advertising awareness and effectiveness tracking, new product and service development, concept testing, consumer attitudes/opinions/perceptions, purchase intentions/behavior, product usage, customer satisfaction/loyalty, market segmentation, competitive image/product positioning, and price sensitivity studies.

Christopher Lucas, President of AEIOS, has over ten years of experience designing and conducting custom, quantitative market research studies of domestic and international markets for both small and large enterprises. Chris has managed customer satisfaction studies for Air France, advertising concept tests for Lufthansa Airlines, and international traveler surveys for the Austrian National Tourist Office. He has also directed online research surveys of high-technology business and consumer markets for clients such as Siemens, Charles Schwab, and E*Trade.

"These days, most companies are buried under a mountain of data," says Mr. Lucas. "What our clients need, and what they receive from AEIOS, is valuable information directly from their customers and prospects. This insight into global markets helps our clients sell more products and services worldwide. We always strive to ensure that the value of the information our clients receive exceeds their cost to obtain it."

"Applying new online, interactive technologies to international marketing research not only helps U.S. companies improve the effectiveness of their global marketing strategies and increase their sales and exports," adds Mr. Lucas, "it also enhances our awareness, understanding, and appreciation of the world's cultural and linguistic diversity-a worthy cause in today's world."

Located in Scotts Valley, California, and serving clients worldwide, AEIOS wants to be your source for global marketing research.

Look for AEIOS online surveys of MBITA members to address research technology and international trade issues in future World Tradewinds newsletters.

Chris Lucas, President
Sarah Wells, Vice President
P.O. Box 66172
Scotts Valley, CA 95067
Tel: (831) 461-9500
Fax: (509) 756 3882

MBITA, in partnership with its new member, AEIOS, now offers online, interactive, multilingual surveys and global marketing research services to MBITA members. Please contact the MBITA office for further details.

MBITA New Member: Global Software Resources Inc. (GSR)

Global Software Resources, Inc.MBITA welcomes to its membership Global Software Resources, Inc. (GSR, Inc.) GSR is a management consulting and Internet Technology services company headquartered in Pleasanton, California with a Solutions Center in Pleasanton, California and in Mumbai, India. GSR empowers E-business' innovations for its clients, from concept to certainty.

GSR offers more than 10 years of experience in Enterprise Business Solutions using the strongest technology innovations hitting the market.

GSR has been awarded the prestigious Microsoft Gold Certified Partner status for outstanding services and for developing state of the art .NET solutions. Clients include companies like Applied Materials, Adobe, Exodus, Microsoft, PG&E, Solectron, Wells Fargo Bank and other large institutions.

GSR is focused on developing, integrating, and managing Enterprise Wide business solutions. To deliver effective technical solutions, GSR works with its clients to optimize business processes and organizational support. GSR also applies the requisite technical skills to develop a comprehensive system solution. Technical skills include developing user interfaces, middleware, databases, applications, as well as systems integration and the project management skills required for today's UNIX and Microsoft network-centric computing environments.

Core competencies are:
  • Web Services application development
  • .NET framework based application development
  • BizTalk based Enterprise Application Integration (EAI)
  • J2EE and XML based solutions

Prem Hinduja
Global Software Resources, Inc.
4447 Stoneridge Drive
Pleasanton, CA 94588
Tel: 925-249-2200
Fax: 925-249-2203

Automate Your Import Documents Process with

MBITA is now offering scheduled 'webinars' on the first dynamic ASP hosted U.S. Customs ABI application for customs brokers, self-directed importers, and third party logistics providers.

SmartBorder pioneers the exchange of import data and documents - in real time, completely online. It provides automated, high volume preparation, delivery and receipt of mission-critical documents required for entry summary, cargo release, border cargo selectivity, customer invoicing, and customizable reporting. As an ASP, SmartBorder enables you to:

  • Reduce IT costs and demands on systems and personnel.
  • Eliminate your communications costs with U.S. Customs.
  • Protect your data with reliable, redundant, offsite backup.
  • Leverage the power of the Internet to achieve new levels of productivity.

For further information or to schedule a free 'webinar' on contact Tony Livoti at the MBITA office at 831-469-0148 (

The Central Coast International Trade Association (CCITA) Reaches Out

One Year Later…the Central Coast International Trade Association (CCITA) Is Still Here and Going Strong!!

With the persistent efforts of Phil Cisneros (Director and Founder of the Central Coast Trade Association, an affiliate of MBITA) and Dawn Legg (Program Coordinator), CCITA has had several events for the businesses of the Central Coast and have educated the attendees on several trade issues and concerns. On Friday, November 15, 11am - 1pm, CCITA will host another event: "Becoming and Staying a Global Business: Access to International Trade" at the Spyglass Inn in Shell Beach to celebrate CCITA's one year anniversary and present two speakers for a "roll up your sleeves" working lunch. Dan Lavell, President of Del Water Purification Systems of San Luis Obispo will speak on the structures required to have your business becomes an international business. Tony Baird, a business litigation attorney with Phillips and Associates of San Luis Obispo, will be speaking on the legalities of setting up a business for international trade. This luncheon will provide the attendees with "hand-on" material and knowledge that they can take back to their business and get into action!

CCITA's Advisory Board Is Growing!
Three new members of CCITA's Advisory Board have accepted their invitations: Dr. William Pendergast of Dean at the Cal Poly School of Business, Dennis Lavelle of DEL Industries and Tony Baird of Phillips & Associates Attorneys At Law. All have various backgrounds in international trade and we welcome their expertise and community stature.