Then & Now
By Judy Salamacha
Peter Candela has had the rare challenge of leading two Central Coast Chambers of Commerce, back-to-back over the past 10 years.
He cut his experiential teeth in Morro Bay before being recruited to become the Pismo Beach Chamber’s CEO. He’ll admit he has more to learn, but “wading through” the first time around taught him time-tested practices he knew could work in Pismo given a hands-on board of directors willing to set policy and budget, then entrust him to operate the day-to-day business.
“I wasn’t looking for a change in 2010,” Candela said. “My loyalties were to Morro Bay until I saw Pismo’s needs were so similar. I realized I could re-energize myself and help Pismo get back on track.”
In April 2006 he and his wife were back refreshed and ready for a new challenge. “Frances and I were back from extensive travel out of the country,” he said. “I’ve always been an entrepreneur, so was open to a next opportunity. A Morro Bay chamber board member suggested I consider the executive position.”
As a former Morro Bay retail shop owner (he had a golf pro shop for about 20 years), Candela believes the mission of a Chamber of Commerce is to enhance the vitality of the business community. Since Morro Bay and Pismo Beach have tourism economies, their chambers should provide visitor information and produce attractive events.
Business information support and partnering with governmental leadership are also key for a positive business environment. Candela prefers to assess before making changes. It would take time to re-build community trust, revenue, and create value for membership development.
“With board and community support,” he explained, “my first year [in Morro Bay] we created the Kite Festival, a Music Festival and the Avocado/Margarita Festival.”
Optimal weather and 250 kite flyers attracted viewer enthusiasm. Candela smiled when he recalled former Chief of Police John DeRohan chastised him for blocking all the roadways to Morro Rock. He quickly learned he needed to work more closely with city staff. The music festival taught him not to charge an entry fee for something people can enjoy for free.
“Out of the box the Avocado-Margarita Festival helped offset chamber costs for a year.” Candela explained the winning combination: an event highlighting a community asset — world-class avocados in this case — growers Bill Coy and Bob Stoller rallying other industry partners, benefits for community nonprofits, non-stop music, and fun food, plus libations by the Margarita Man to kept it festive.
“It still took about three years to right the ship,” said Candela. “We needed a better working relationship with the City.” He worked directly with City staff while chamber staff coordinated weekly Business Forums where merchants, nonprofits, and city leadership would promote and prepare for events and try to resolve issues.
“When things started running smoothly, I wasn’t as challenged,” admitted Candela. So in April 2010, he moved to serve another hands-on board of directors at the Pismo Chamber of Commerce. They were anxious to re-energize and re-build. He was ready to re-energize his boots-on-the-ground training in Morro Bay. He again took the time to assess and found the issues and strengths were comparable, and so was able to hit the ground running.
At www.pismochamber.com the calendar year is already set. Tickets are available early and sold online to make it easier for visitors and locals to plan and purchase.
The already popular TASTE was revamped and moved to April to Dinosaur Caves Park. They discovered 550 guests and 43 vendors worked and sold out early. Fourth of July had lost revenue for 20 years, even with the City’s help due to escalating costs of fireworks.
Income opportunities were needed. Adding vendors and VIP seating worked. “It helped to have clear weather to see the fireworks my first year,” smiled Candela.
The October Clam Festival started in 1945 when there was beach clam digging. Now a foodie-musical event celebrates the heritage of clams with a Friday evening wine walk, Saturday clam dig for kids, chowder contest and a clam bake offered by the Sea Venture Restaurant’s Chef Casey Walcott.
Candela is inspired by November’s Veteran’s Day each Nov. 11 and the 37-year-old legacy event, the Marching Band Review. “Dad remembers performing 20-years ago and now junior is marching.” Some 54 buses deliver 3,000 band members to march Pismo streets during a regional qualifying event vying for the top nod from 14 professional judges.
In partnership with the City, the Chamber of Commerce manages the Visitor’s Center at 581 Dolliver St., and staffs a kiosk on the Pismo Pier. Candela also features members each Sunday at 12:30 p.m. on radio station KVEC 920 AM.
When not working for Pismo, Candela is doing honey-do tasks for Frances or enjoying his eight grandkids. The couple has three children, two based in Atascadero.
Freelance writer, columnist and author, Judy Salamacha can be reached at: [email protected] or call (805) 801-1422. Her Then & Now column is a regular feature of Tolosa Press.
