New chamber director has coastal experience

Barbara Diamond

Verlaine Crawford has traveled a varied road to the executive

director’s office of the Laguna Beach Chamber of Commerce.

Crawford comes to Laguna directly from the San Juan Capistrano

Chamber of Commerce. She also served as executive director of the

Seaside Chamber of Commerce on the Monterey Peninsula, where she grew

up.

“I am excited about coming to Laguna,” Crawford said Wednesday.

“It is a real honor to represent the business community of one of the

most beautiful cities on earth.”

Crawford’s background includes experience in marketing,

advertising and public relations for a variety of businesses,

including retail, healthcare, hospitality, professional services and

high tech -- all to be found in Laguna.

She has edited magazines and newspapers, and was at one time

director of sales for the Lodge at Pebble Beach. She has written

three books and has taught personal growth workshops in the United

States, Japan, Hong Kong, Australia and Europe.

Crawford has served as marketing director for two software

companies in Silicon Valley and high-tech companies in Irvine.

In the nonprofit sector, she directed marketing for the American

Cancer Society as well as the chambers of commerce.

“I really think my marketing background helps,” Crawford said. “I

have represented everything from jewelry to trains.

“Marketing is all about finding out what works,” she said. “I am

looking at how to serve the Laguna Beach business community in a way

it will see as valuable. I am coming in with a fresh eye and

enthusiasm.”

The job in San Juan Capistrano was good training for working in

Laguna, which also has history and hot political and social issues,

Crawford said.

Although San Juan Capistrano has a slightly larger population than

Laguna, the business community here is bigger -- which Crawford said

is more important.

She is grateful for the continuity of staff -- Wendy Potter grew

up in Laguna Beach, and Suzanne Lilly has worked for the past two

directors -- and “wonderful” volunteers.

“We are really excited to have her at the helm,” Lilly said. “She

has great experience, great knowledge and great ideas.”

As executive director, Crawford said she can provide support and

assist in the activities of the chamber, but the true success of the

organization depends on the membership.

“Business and professional men and women of Laguna Beach need to

step forward and add vitality, strength and purpose to our

endeavors,” Crawford said. “The Chamber of Commerce can be a powerful

organization if we work together. It can help create a climate in

which business thrives.”

She is soliciting ideas, comments and suggestions to improve the

chamber.

“Upgrading the appearance of the chamber seems to be a priority

with everyone,” Crawford said.

Other projects are the development of a more complete resource

center, better representation to elected officials on all levels,

coordinating activities with other organizations, building

membership, expanding fundraising and more effective promotion of

local businesses.

“I am just getting my feet wet,” said Crawford, who officially

took over as chamber director on Monday.

* DOING BUSINESS is a periodic feature of the Laguna Beach

Coastline Pilot. Contributions are welcomed. Mail to Barbara Diamond,

P.O. Box 248, Laguna Beach, CA 92652; fax to 494-8979; hand-deliver

to 384 Forest Ave., Suite 22; or call 494-4321.