LS1 magazine

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Hot sauce company finds perfect mix by combining grassroots approach with social media. Intensity Academy LS1 LocalShops1.com Tampa Bay’s largest network of local, independent businesses and independent-minded shoppers. Also in this issue: Shop a lot, spend a little! Discover consignment shops! Make your life easier! Check out our experts’ tips

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Fall 2009: Debut issue of LocalShops1.com's magazine, supporting local, independent businesses in and around Tampa Bay, Florida. Save money, shop happy, support the community!

Transcript of LS1 magazine

Page 1: LS1 magazine

Hot sauce company finds perfect mix by combining grassroots approach with social media.

Intensity Academy

LS1LocalShops1.com

Tampa Bay’s largest network of local, independent businesses

and independent-minded shoppers.

Also in this issue:Shop a lot, spend a little!

Discover consignment shops!

Make your life easier!Check out our experts’ tips

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The

Our exclusive 1Card gets you discounts at dozens of shops, restaurants and service providers in the Tampa Bay area.

Shoppers: Want a card? Go to LocalShops1.com and find out how you can get one. It’s free.

Businesses: Tell us the offer, we take care of the rest: design, printing, distribution, marketing. ... We have a$250,000 advertising budget to do just that. For information, call us at 727.637.5586or e-mail us at [email protected]

Shoppers love discounts, but they don’t love cluttering their wallets with dozens of cards.

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We are so happy to introduce you to the first LocalShops1.com magazine!

We hope you enjoy learning a little more about the awesome independent busi-nesses and business owners in the Tampa bay area.

We are not saying “Don’t buy at big chains!” Many times they can be the better choice, or maybe even the only option that carries what you need, and open when it’s convenient.

Yes, you you might run into us at Publix or Target.

We started LocalShops1 to make it easier for shoppers to find all their choices. Many small busi-nesses don’t have the time or money to invest in a quality Web site or a huge marketing campaign. So we wanted to create a place where they all could be listed, for free.

We want to show the world the creativity, beauty and uniqueness that Indies have!

This magazine started as my project for my magazine class at USF-St. Peters-burg. With the support of our awe-some members, we decided to go ahead and publish it.

This is, as far as we can tell, the first and only magazine exclusively about local, independent businesses in the area.

In our first edition, we feature Mi-chele Northrup, owner of Intensity Acad-emy in Tampa. Northrup started her company just two years ago. We hope you enjoy read-ing about her, and we hope you come visit us often, online, and in real life, at one of our many events!

Help us reinvent our neighborhoods, one store at a time.

Marisa Barbosa, magazine diva

I love to shop. I grew up in Brazil, and some of my favorite memories have to do with shopping, mostly with my grandmother and my sister, on Saturday mornings.

We’d go to the produce market, chat with the vendors as we picked up fruits and veggies. Then it was off to a meat market, or to the fish guy.

Along the way we stopped at the newsstand, where my grandmother picked up the daily paper. Eventually we’d end up at my parents’ shop, a fabric store named after my mom.

We moved to New Jersey when I was 12, and that all changed. For the next 15 years or so, shopping meant going to the mall or to big-box stores.

Shopping had stopped being fun. There are many reasons to shop at locally owned, inde-

pendent places. On a typical November day, the

Tampa Independence Busi-ness Alliance reports, if

all taxable purchases in Hillsborough County were made at locally owned independent businesses instead of national chains,

it would make a $28 million dollar

difference to the local economy. Economics aside, supporting the independents helps link us to the past, and ensures our communities

retain charm and character in the future. Plus, it makes shopping a lot

more fun.

Ester Venouziou, LocalShops1

founder

Dear neighbors,

LocalShops1.com | Summer 2009 3

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$250,000 marketing

package!

S1Llocalshops1.com

the ultimate source for localshopping

S1localshops1.comL

Malcolm Out Loudis the mastermind behind the contest, and our awesome ads & brand-ing. (Yes, we love him!)

Tons of thanks to contest sponsors

Teasdale Worldwide, Humana & Fifth Third Federal Bank! And all

the media sponsors: TampaTribune, WFLA news Channel 8, tbo.com, 820 AM newstalk, 1040 ESPN Tampa Bay, Tampa Bay Business Journal and Tampa Bay magazine.

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contentsWho we areLS1 Magazine - LocalShops1.com Ester Venouziou Editor & publisher Marisa Barbosa Magazine diva (writer/designer/ photographer)

Xiao Peng Wang Creative director

Sara Romero Writer/intern

LocalShops1.com staffEster Venouziou LocalShops1.com founder (yeah, responsible for all this madness!)

Pat Largo Spokesman & party host Jennifer Steele Marketing & promotions diva This publication is fully funded & supported by the awesome friends & members of LocalShops1.com, Tampa Bay’s most comprehensive network of local, independent businesses.

Malcolm Out Loudis the mastermind behind the contest, and our awesome ads & brand-ing. (Yes, we love him!)

Save money, shop happy, support the community! LocalShops1.com is the Web site of Local Shopper, LLC. We can be reached by phone, 727.637.5586,

by e-mail, [email protected], or by retro mail, P.O. Box 530144, St. Petersburg, FL 33747

facebook.com/localshops1com | twitter.com/localshops1com | myspace.com/tampashopper

WELCOME! Why we’re here, 3

AROUND TOWN Where we’ve been, 15

EXPERTS’ CORNER News you can use, 16

FEATURED BUSINESS Banyan Scapes, 10

LEAH’S LETTERS Our blogger’s take on shopping, life, 14

Featured storiesCOVER STORY Intensity Academy: How grassroots approach and social media help one hot company succeed, 6-8

BUSINESS TOOLBOX Growing your business: The Five Rings of Gold Medal Service, by Malcolm Out Loud, 9

QUICK TAKES Shopping at the indies! Want to spend a little, but buy a lot? Check out consignment shops, 11-13

Also in this issue

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Working in her kids’ school garden, Michele Northrup found the perfect natural sweetener for the hot sauce —the carrot! Then she started her own company, Intensity Academy

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O n a recent afternoon, Michele Northrup’s Facebook status says: “Finishing the final details on the

Chai Curry Chup!!! Can’t wait for it to be released.”

Later she posts: “In honor of the upcoming release of Chai Curry Chup’ offering my Facebook special. Any 5 bottles for only $20!!! Just send me an Inbox Message w/ your choice 5.”

That’s how Northrup, founder of In-tensity Academy, markets her hot sauces. By spending one hour a day on social network sites including Facebook and Twiter, sales quadrupled in six months.

“What I like about Facebook and Twitter is that you choose to be part of a network, you are not imposing on some-one to buy your product,” Northrup says.

Intensity Academy started with the vegetable of the week at her three 11-year-old boys’ school. Northrup came up with a carrot-based habanero hot sauce, and everyone loved it; kids, husband, school parents and friends.

After researching the market around North Tampa, Northrup realized no one offered sauces like the ones she created: These are carrot-based (no water based) and made with all-natural and fresh- from-Florida ingredients.

Intensity Academy was launched the same year Northrup was running for the title of Guv’na of Lutz Civic Association, where the candidate that raises more money for the association’s non-profits organizations takes the title. Since then, her company has been linked with a special marketing to charity.

“I don’t pay for advertising. Instead, I donate to charity,” Northrup says.

In two years, Intensity Academy re-ceived 21 national awards, including the Scovie Award for best condiment with the Chai Chipotle Chup, a sauce that has organic chai tea instead of water.

Recently, Northrup signed a contract with Whole Foods, and now Intensity Academy sauces are on the shelves of every Whole Foods in Florida.

And all this is from a two-person operation. Northrup and her husband, Tom Was, develop the recipes at home, and they take them to a bottling company in Clearwater. Production never exceeds 100 gallons at a time, to ensure flavor and freshness.

Michele Northrup shows off her products and the trophy from the 2008 Fiery Food Challenge. Intensity Academy received first place under “condiments.”

By MARISA BARBOSALocalShops1.com

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Where you can find Intensity Academy

products:

Facebook & Twitter (look for Michele Northrup) intensityacademy.com

Whole Foods statewide

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Gold Medal Service means providing great customer service before, during and after the sale. Here are some excerpts

from Malcolm’s upcoming book, “Smash the Competition.”

Promise only what you can keep. Otherwise don’t.How many times have you been let down by someone who did not keep a promise? Corporate executives need to be wary of the promises we make. Those empty promises will come back to erode your corporate brand. Don’t put your name on it if you can’t deliver. You can never rebuild lost trust. What customers want is the truth – even if it hurts. Often executives want to save face and think that fudging the truth will buy them time. It won’t. What it will do is ruin your reputation. Keeping your promises will elevate your reputation to gold medal status.

Know your product or service inside and out.Nothing is more frustrating than being in a store, needing advice, and ending up with a sales rep that doesn’t have a clue. What’s worse is when they try to fake their way through it. Don’t offer advice if you don’t know what you’re talking about. It’s more proper to tell the person that you’ll get back to them with the right answer. Stay on the cutting edge by immersing yourself into both the historical knowledge and future technologies of your industry. Know your product or service like the back of your hand. You’ll speak freely with confidence, knowledge and the ability to close the sale.

Handle every detail, big or small with utmost attention.You can immediately tell when a sales rep cares about your experience. They go the extra mile. They want to please you so your experience is memorable. You can also tell

when a sales rep is just going through the motions. You almost know immediately that they are trying to brush you off. This is why we frequent some businesses more than oth-ers. It’s the single biggest differentiator in business success today. There is no greater factor as to why some businesses fail and some are wildly successful. Young entrepre-neurs are in such a hurry to build their busi-ness that they often leave out details. Get “house in order” before you start shouting from rooftops. You get one chance to create the right image. Don’t jump so quickly.

Bad news can be good news. Turn it in to a positive.The best way to handle complaints is to avoid them in the first place. Easier said than done, you say. I’m a perfectionist, so complaints and mistakes drive me crazy. But I’ve made my share, folks. As you mature, though, you’ll learn to handle these mistakes and grow with them. Learning from your mistakes is vital. Making the same mistakes again and again will put you in the dead-end club. When bad news comes, embrace it. Complaints are really dressed up as opportunities. It’s a time for you to shine. Confront your issues and your

enemies. Look people in the eye and make things right. Face your problems. People are forgiving and will understand when you’re honest. Learn from your mistakes and con-sistently challenge yourself to do better. .

Go the extra mile, whatever the situationDelivering that little bit extra pays off. One of the more difficult challenges is to ques-tion a project even when a client is satisfied. I have been in situations where the client is quite happy, yet I know the work could be much better. I’ve had staff members look at me with a puzzled look, wondering why I question something that is already approved by the client. If your goal is just to have the clients’ approval, there is no reason to push forward. If your goal is to get it right, you must question everything. You must especially push the boundaries when no one is looking. The only way to be the best is to never settle for less than best. Knowing your limitations and going beyond them is a sign of a winner. Never cave in and settle when you know things can be better. Set expectations higher than your client’s. You can’t go wrong when you do the right thing.

Smash the Competition By Malcolm Out LoudRelease date: Aug. 17 Malcolm, a marketer and entrepreneur, lives by the motto, If It Ain’t Broke, Break It! (which is also the title of his blog). He runs a successful consulting business and is involved in several not-for-profit groups. You can read more about Malcolm at his Web site, www.malcolmoutloud.com.

Business toolbox

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By SARA ROMEROLocalShops1.com

Banyan Scapes is a beautiful, full-service landscape design and gardening center on 49th Street South, in the Gulfport-St. Petersburg border.

Owners Stefan and Lissa Kaschkadayev offer landscape services, including main-tenance and installation, and offer a huge selection of plants, pots and accessories in their garden center. And of course, all the products you need to have the best yard in the neighborhood We talked with Lissa Kaschkadayev about their business, which recently celebrated its first anniversary at its current location. Kaschkadayev gave us lots of tips, too, especially targeted for Florida gardeners and property owners.

Banyan Scapes isn’t the couple’s first business venture. The Kaschkadayevs oper-ated a landscaping business called Rothe-man’s, in Rochester, N.Y., since 1989. In 2001, they closed Rotheman’s and moved to Florida for a better climate. After taking some time off from landscaping, the couple opened Banyan Scapes, which has been op-erating for the past six years here in Florida.

This is very much a family affair; Stefan is in charge of selling jobs, overseeing land-

scaping projects, and maintenance; Lissa runs the store and plans most of the design.

They’re also very involved in the com-munity, and that gets them the LocalShops1 stamp of approval!

Florida-friendly yards.We asked Lissa Kaschkadayev for tips

to help us -- and our gardens -- survive dry times. Many people err in leaving their sprinklers on a timer and walking away, rather than monitoring how long they are running. Not only does this overuse scarce water, it also does damage to the lawn.

“Lawns only need about an inch of wa-

ter,” she says.When grass is overwatered, the roots get

used to getting all this extra water, so they don’t grow deep enough. That’s not healthy, she says. Lissa tells people to water less often. Ideally, water just enough to cover the root base, she says.

And be sure to use a nutracoat fertilizer, which is available in the Banyan Scapes garden center. Lissa also recommends buy-ing native Florida plants, which can tolerate our weather better.

Banyan Scapes is at 932 49th St. in Gulfport. They can be reached at 727.323.5484 or banyanscapes.com — and on LocalShops1.com, of course!

The garden center has a large selection of plants, pots and acessories.

Featured businessBanyan Scapes, a family-owned and operated landscaping business

in Gulfport, helps us keep our gardens pretty.

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CheCk out some of our friends!A-1 Accounting

& Business services, inc.Anette Desbaillets, E.A.

Professional services provided to small business owners.

Ich spreche auch Ihre Sprache!

1610 Central Avenue, St. Petersburg, FL 33712phone: 727-822-8511 Fax: 727-895-2371

E-mail: [email protected]

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For us, shopping at consignments always brings nice surprises. Now making a living out of consignment, that’s an art!

These days, more and more people want to shop at consignment shops, but might not know where to go. So we thought we’d make the hunt easier for you by going around town to check them out, and reporting our finds back to you.

By MARISA BARBOSAand SARA ROMEROLocalShops1.com

At Fantastic Clothing & Much More, Gulfport, you can find items at a price range that goes from $1 to $25

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CoCo’s is one of the area’s most exclusive consignment stores. Anette Desbaillets opened her store six months ago, after running a home-based In-ternet business selling ballroom dancewear. She figured having a store was better than having people come to her home all the time! Desbaillets is a ballroom dancer and really knows design. She knows the needs for lighter fabrics and models for a better performance. The handmade ballroom gowns here are most unique. The selection isn’t huge, but it’s certainly impressive. Some even have Swarovski crystals on them!“I’d rather have less but good quality,” Desbaillets says.Besides ballroom dancewear, CoCo’s Couture offers consignment women’s clothing on brands including BCBG, Escada, Ann Taylor and Liz Claiborne. Almost half the clothes in the store still have their original price tags on them, so you can see you’re getting brand new styles, but at lower prices.On a recent visit, we found a $98 Ann Taylor skirt on sale for just $45. We saw another outfit, originally priced at $400, on sale for ... $36!Desbaillets’ store is right next to her accounting business, where she provides ser-vices to small business owners.

Designers’ Consigner is strict on which brands it accepts, but it still has a huge selection, from casual to formal. The store opened 16 years ago and has built a loyal following of shoppers and consigners, so there’s always new merchandise coming and going. They accept brands from Ann Taylor and up. No Target here. Gap or Old Navy is acceptable sometimes, depending on the item.The recession has actually helped the store. People who before never shopped at consignments are starting to show up, because they can find the same high-end brands they’re used to. Prices at Designers’ Consigner are a third, sometimes even just half, of retail for brands including Channel. We found a Dolce & Gabbana jacket (with an original tag price of $1,800) for just $599. Except for some brands, prices automatically drop after an item is in the store one or two months.

The owners have good practice in finding out if a Louis Vuitton bag is real, fake, or if it’s a good imitation or bad, so prices vary accordingly. One that’s tough to know if it’s real is Prada, says owner Julie Karikas, who also owns Designer Exchange, on 7038 Central Avenue, St. Petersburg.Consignment at Designers’ Con-signer has a 90-day period and a split 50/50% after the item was sold. The consigner can get cash or store credit. They recommend dry cleaning or pressing clothes before consigning.

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Our very own marketing diva, Jennifer Steele, opened Spinderella’s in October 2007. The resale boutique sells only quality items in great condi-tion. The store offers mostly clothing, but also handbags, shoes, jewelry, candles, soaps and belts.

Steele, a single mom to a teenage son, says she opened the boutique to help other single moms find stylish, good-quality clothes at affordable prices.

To consign at Spinderella’s, bring your gently used items. Steele will tell you what she can take, and what she’d sell it for. The customer/consigner gets half the value in store credit.

Spinerella’s carries some of the trendiest brands, including Lucky, Old Navy, Lily, Ann Taylor, Gap, Banana Republic, and anything Steele thinks looks good, from department stores to big brands.

We recently found a $300 Robert Rodriguez dress on sale for $60!

This is a great place if you are looking for low prices: Every-thing sells for $1 to $25.

Owner Lucia Gammage is from Haiti and offers everything from dress clothes to casual, for women, men, children. There are also household goods. Gam-mage has a great collection, thanks in part to her family in New York: They send her things from consignment shops there!

Ollie’s Treehouse Children’s Resale Shop is the little pink house on Fourth Street in St. Petersburg. The resale shop for children has toys, gear and clothing in sizes newborn to 14. Sandi Grebe runs the shop with her daughter, Tricia Schmitz, and has been in this location for a year and a half.

Ollies pays cash for items. Many items generally sell for a third of their retail price. A $150 stroller, for example, sells for $50. The consigner (per-son who brought in the stroller) gets half of that, or $25.

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Spinderella’s Steals

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WEDNESDAY, JAN. 7, 2009

In memory of DaddyWhen I was 7 years old, the

nation was embroiled in the Iran Hostage Crisis. And for

the first time, I was interested in world news. I wrote letters and spoke out in class and became a tad obsessed.

My father, bless his heart, urged me to be the controversial little person that he saw emerging. “Challenge every-thing,” he told me. And he bought me a

‘Khomeini is Crazy’ T-shirt. I wore it to school, and they sent me home, of course.

Daddy had crust and sass, and an off-beat sense of humor that offended some, but made me laugh. I inherited all these things from him, and no price can ever be put on them.

He was also the ultimate independent shopper (I think I learned this from him, too) ... he boycotted Wal-mart and the like, and preferred to trade at little places where they knew him by his first name. He worked at a small lumber company in Providence, R.I., that right up until his death fought Home Depot and Lowe’s to stay afloat. The names he called those two giants I can’t even put in print.

Six years ago today, I got the worst phone call anyone could receive. They

had found my father dead in his apart-ment at 56. He’d never been sick a day in his life. I never got to say goodbye. I flew home, and had the awful task of going through Daddy’s things to square away his affairs.

Through that, I got to re-learn the man that he was. He wasn’t a sinner, and he wasn’t a saint, but he was everything in between. Everything that I am today at 36.

I see more of my father in me as each year passes, and I am grateful for that.

So good night, Daddy. And thank you for everything.

Stay in touch with Leah through LocalShops1.com, and through our blog, LocalShops1.blogspot.com.

Leah’s lettersOur awesome blogger, Leah Dallaire

is a 30-something writer and a paramedic. She also runs her own company, Editing 911.

CheCk out some of our friends!

Complexions skin care2908 Beach Blvd., Gulfport

727-729-9069facials • bridal makeup • waxing • nail services • resurfacing treatments • complete spa packages start at $99/month

Who else loves LocalShops1?

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Infant, Child, & Adult Vision Care • Urgent Care • Vision Therapy • Contact Lenses • Fine Eyewear

Bright Eyes Family Vision Care10108 Montague StreetTampa, FL 33626

Nathan Bonilla-Warford, O.D., F.A.A.O.

Phone: 813-792-0637Fax: 813-792-0657Email: [email protected]

BW Vision Care, P.A.

Backyard Getaway, Bradenton • Image Creations of Florida, St. Petersburg • A&E auto detailing, Gulfport • Life Reflections, Tampa • Yummy’s, Gulfport • Savvy VA, New Port Richey ANd MORE ThAN 700 OThER BuSINESSES!

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Around TownIt’s been a busy first year here in LocalShops1 world! Here are some

of the cool parties, fundraisers and meetings we’ve hosted. Were you there?JUNE Book signing, Small Adventures book store, GulfportTweet-up, Savannah’s, St. Petersburg

MAYTweet-up, Ferg’s, St. Petersburg

APRILClothing swap, Spinderella’s, St. Petersburg

MARCHGold Party, Boulevard Boutique, Pinellas ParkArts party, ICF and Accessoreez, St. PetersburgBranding seminar, Gulfport Chamber of Commerce

FEBRUARYBooks, Chocolates & Mimosas, Sea Breeze Manor, GulfportClothing swap, Complexions & Yummy’s, Gulfport

JANUARYBook Blitz, Heritage Hotel, St. Petersburg

DECEMBERHoliday party, Joey’s Boutique, Tarpon SpringsBusiness seminar with Tom Shay, Gulfport

NOVEMBERKids talent show, Compexions, GulfportGarden party, Backyard Getaway, Bradenton

OCTOBERClothing swap, Complexions, GulfportFundraiser, Rose Garden Boutique, Dunedin

Want to party with us?Businesses: Want to host a party together? Our spokesman and party host Pat Largo is always ready to party!

For information, e-mail us at localshopper @localshops1.com or call us at 727.637.5586.

When he’s not partying it up with local shops, Pat Largo does the rounds at comedy clubs all over Tampa Bay. In his previous life, he was a radio personality.

Events raised funds for Simply Hope, CASA, Friends of Strays, Gulfport and SunFlower elementary schools and other local charities. LocalShops1.com | Summer 2009 15

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CheCk out some of our friends!

Green days, 4th Saturday of the month in downtown Gulfport, 10 a.m.-5 p.m.!

• book swaps,• green vendors• blood drives • clothing swaps hosted by LocalShops1.com

See you in Gulfport!

Designwith yourprintingorder*www.madhouseFL.com

[email protected]

*First-time clients only. Contact us for more details.

Perk up! Get your latte at an independent coffee shop.

TAKING CARE OF YOUR CLOTHES Buffalo Gal Vintage, 727.290.8468 1219 MLK St. N., St. PetersburgTake dry-cleaning bags off the clothing right away! Florida’s humidity will cause moisture in the bags and that’s when clothing will get brownish yellowish spots that do not come out. Humidity stains, also known as forging, will ruin your clothing.Save your money. Woolight can be expensive. ... dish soap or laundry soap does just fine. When in doubt, dry-clean. Most fabrics do well in water. Rayon is not one of them. So be careful with garments lined with rayon.

TO YOUR SELLING SUCCESS! Jamie Schaefer, JamieSellsStPete.com, 727.656.8886One of my secret tips: Bury a St Joseph statue in your yard! The tradition began hundreds of years ago in Europe. When churches needed more lands for convents, an order of nuns prayed to St. Joseph (patron saint of family and household needs) and buried St. Joseph medals.

ENJOY THE OUTDOORS Backyard Getaway, backyardgetaway.netMosquito control: Listerine. Yep the mouthwash. Spray your yard with the original Listerine & the bugs stop biting.Keep garden tools from rusting: Fill a decorative flower pot with sand or kitty litter, then stand your tools in the pot.Keep pests from plants: Add a few drops of dish soap to a squirt bottle full of water. Spray plants with this mix. Ants in your plants? Sprinkle baking soda around the base. Baking soda is poisonous to ants.

you ALreAdy MIgHt LIve In A “green” HoMe Preservation Resource/ Historic Shed, preservationresource.comThere is a lot of talk about “green building” these days, lots of photos of technology-laden new homes. But designing envi-ronmentally friendly homes that take advantage of natural cooling abilities is nothing new. Before air conditioning was invented, Florida builders used techniques that “green” designers now advocate: deep covered porches and wide eaves, window awnings and shutters, operable windows. Want to be green? Open windows and doors, turn on ceiling fans and spend the evening on your shaded front porch.

Experts’ corner

Here’s some great advice from LocalShops1 friends