Page 20 February 2014 Young entrepreneur returns with Underground Cellar By Colton Gavin Jeff Shaw is back. When Shaw was just 13 years old and going to Ingleside Middle School in Arcadia, he helped build the website highschoolhumor.com At its peak the High School Humor had over half a million members. But when Jeff left for the University of Arizona and his co-founder left for Brown University, the website went defunct. While attending the University of Arizona Shaw was enrolled in the McGuire Entrepreneurship Program, which taught him the fine art of business. There he would develop his “Produce and Execute” strategy. “Basically it means to have a clear business plan that you can pitch to someone during an elevator ride,” said Shaw. “Always have a product ready and always have a plan.” Now fourteen years after his first successful idea, Jeff Shaw is back with a new business, Underground Cellar (undergroundcellar.com). The purpose of Underground Cellar is to introduce customers to some of the finest wine in the country. Shaw explained that one of the biggest challenges facing the wine industry is having an overstock of wine. This overstock often results in leftover wine being sold at discounted prices online. “Discounts hurt the brand. What we do is the opposite,“ Shaw said. “We try to create value through technology.” The system that Shaw uses is a point system where people accumulate points through various functions of the Underground Cellar website. People participate not only through making standard purchases but also by participating in the forums and other activities meant to strengthen and improve the community of wine connoisseurs. Once enough points are accumulated, the participant may be eligible for an upgrade that will give access to the higher- class wines that would be otherwise too expensive. The customers can have their wine, and the integrity of winery brands remains intact. In order to build this business, Shaw worked with a variety of talent from around the world. With the guidance of Gary Spadafore, a certified wine educator, he built relationships with various wineries including the Iron Horse winery and Francis Ford Coppola’s vineyard. Shaw has 25 contracts with wineries to date. Despite the fact that this business is remaining strictly within the United States, Shaw has received support from angel investors from as far away as London and Hong Kong.After seeing his business pitch, which Shaw describes as “transparent and succinct,” he impressed a variety of entrepreneurs who see potential in his business. The process of building this system on the website has been intricate and has taken 18 months to complete. Since the website launched on September 12 Jeff Shaw is an AHS grad and entrepreneur. it has taken over 8,000 members into its participation process and delivered over a thousand orders. Shaw has made sure all online presence of Underground Cellar is eye-catching and avoids the fluff he says is too often found in advertising on social media. Another free perk he’s using to entice his customers is the “Cloud Cellar” program which allows the customer to indefinitely store their order in the proper temperature until the exact time they want it shipped. Underground Cellar ensures that it arrives quickly in packaging that keeps it fresh. Shaw says that Underground Cellar made it a point to acquire the necessary permits to ship wine in all states, guaranteeing the customers’ service has minimal interruption.No winery can do business with Underground Cellar without having the proper legal credentials. Shaw’s efforts seem to be paying off. “We’ve been humbled by the outpouring of support. The numbers of signups and orders have exceeded our expectations and we’re more than on track for our future goals,” said Shaw. 4636 North 32nd Street | 480.336.0042 info@sageorganicskincare.com | www.sageorganicskincare.com Dermaplaning Facial $60 *Sage facials incorporate local raw honey & organic goats milk yogurt for a blissful and holistic experience! THREE I.S.A. CERTIFIED ARBORISTS ON STAFF & CREWS Fully Insured / Licensed / Bonded Contractor - ROC # 251150 Serving the Valley for over 25 years! 480.820.3939 Root – Rx Program Aerial Lift Technical Support by our Research Laboratories Cabling & Bracing Professional Pruning Root Zone Fertilization Insect & Disease Management Hazard Tree Evaluations & Removals Citrus Specialist FREE soil test with contract of services

Page 21 February 2014 By Katie Mayer Scottsdale Fashion Square’s Harkins Camelview 5 and Harkins Fashion Square 7 movie theatres will be replaced with a new luxurious 14-screen megaplex cinema, Harkins Theatres announced. The new cinema called Camelview at Fashion Square will be developed as part of a mall expansion project scheduled for spring and will be located on the second level near Barney’s New York. Offering independent, foreign and art films as well as wide release movies, the new theatre will also feature plush lounge chairs with electronic recliners, reserved seating, wall-to-wall curved screens and state-of-the-art digital projection and 3D sound. “This theatre will be a moviegoer’s dream come true,” said company owner Dan Harkins in a statement. “We intend to transplant the soul of our beloved Camelview into this amazing new cinema.” Harkins added, “Independent, foreign and art films are a part of our DNA and we are proud to be able to continue and expand Camelview’s legacy to include even more films in a dazzling new venue.” The announcement from Harkins came after Camelview 5 moviegoers banded together to try to preserve their beloved theatre and its building for historic reasons. An online petition called at change.org called “Macerich: Don’t demolish the Camelview Theatre” has more than 6,000 supporters, and continues to grow. While Harkins said that the new megaplex will allow the theatre to show even more art, independent and foreign films, some Arcadia residents are disappointed that they will no longer be able to attend Camelview 5. Emily Witwell, of Arcadia, said that she feels the megaplex will change the ambiance of the theatre, resulting in a less unique experience. “When you have a separate theatre, the audience is separate, so you have a different feel,” Witwell said. “There are megaplexes all over the Valley,” said Cindy Byers, of Scottsdale. Lisa Marcarelli, who lives in Arcadia, said that she has seen movies at Camelview and will likely not attend films at the new megaplex. “I would pay extra for a little more of a unique experience,” Marcarelli said. In fact, Marcarelli has such a fondness for vintage theatres that she has traveled on multiple occasions to the Vintage Village Theatre in Coronado, Calif. The Vintage Village Theatre is a historic theatre that underwent a 10-year and more than $3 million renovation that was completed in 2011. “They could’ve really made Camelview a unique little gem,” Marcarelli said. Still, Mike Bowers, president of Harkins Theatres said in a statement that the new megaplex “will be unlike anything that exists in the marketplace today.” Also, Harkins moviegoers will still be able to view art and independent films at Harkins Valley Art in Tempe. “Our new theatre will feature modern elegant finishes, unequaled amenities and state-of-the-art technology,” Bowers said. The new theatre’s lobby will be a mixture of modern elegance and iconic elements. Also, the concessions menu will include gourmet menu items and an espresso bar. Nearby, the Vérité Lounge will feature an indoor and outdoor rooftop terrace with a full bar serving a wide range of mixed cocktails, beer and wine. According to Vice President of Development Scott Nelson of Macerich – the mall development company that owns Scottsdale Fashion Square – there will be an additional 50,000 square feet of retail space located below the new megaplex. Nelson said Macerich does not yet have plans for the locations of Camelview 5 and Harkins Fashion Square 7, which is located near the mall’s food court. “As plans unfold, we will be sharing our vision,” Nelson said. Macerich would not confirm any details regarding Harkins’ lease agreement on either space. Harkins said the company will continue to operate both movie theatres at Scottsdale Fashion Center until the new megaplex opens, likely in spring 2015. “Everything about this theatre will be the absolute best,” Harkins said. Harkins consolidates mall theaters for new megaplex Harkin’s two Fashion Square Theatres will become one in 2015. 4636 North 32nd Street | 480.336.0042 care.com | www.sageorganicskincare.com ng al ate local raw s milk yogurt stic experience! STAFF & CREWS ctor - ROC # 251150 er 25 years! 39 oot – Rx Program erial Lift echnical Support by our esearch Laboratories abling & Bracing FREE soil test with contract of services Arizona Eye SPECIALISTS Visit our newly remodeled optical shop in Scottsdale! 7245 East Osborn Rd., #4 Scottsdale, Arizona 85251 480.994.5012 – (Optical Shop) – 300 East Osborn Rd., Suite 100 Phoenix, Arizona 85012 602.254.7255 – (Optical Shop) – 4915 E. Baseline Rd., Suite 114 Gilbert, Arizona 85234 480.830.0120 5620 W. Thunderbird Rd., #H-3 Glendale, Arizona 85306 602.547.2002 13555 W. McDowell Rd., Suite 102 Goodyear, Arizona 85395 623.209.0020 LASIK & PRK – Cataracts – Premium IOL’s Oculoplastics & Cornea – Glaucoma – Macular Degeneration Diabetic Retinopathy – Routine Exam – Contact Lenses Call 480.994.5012 to schedule www.azeyemd.com Religious Instruction • Strong Academics • Foreign Language • Cutting Edge Technology Leadership Programs • PE and Interscholastic Sports • Instrumental and Vocal Music “Arts Attack” Program • School Nurse • Bus Transportation Available Join us at our next Open House to watch us in action! on Feb. 6 from 9:00am – 2:00pm 3901 East Indian School Road • 602-957-7010 • www.clsphx.org CHRIST LUTHERAN SCHOOL Christian Values. Quality Education. Preschool through Grade 8 Applications are being accepted for the 2014-2015 school year.