New Earthwise Businesses
Phiz: Owner Erin Molyneaux
outside Phiz Spa
with EarthWISE plaque.
Designer Cut was certified
as an EarthWISE business.
By Beth Casper
Special to the Salem Business Journal
Green business owners in Salem are savvy
enough to know that doing right by the
environment also means doing the best
for their customers.
Nowhere is that more evident than in
Roberta Olfert of Designer Cut on Bush
Street SE has nine stylists in her salon.
The shop features natural hair colors and
products that reduce chemical waste.
“With the growing problem of chemically
altered foods and products and the
growing problem of chemical intolerance
in people, it's more important to reduce
chemical use where we can,” Olfert said.
“This will help give all of us and the generations
to come a cleaner, healthier life.”
Erin Molyneaux of Phiz Spa on High
Street SE eliminated the tins, sticks, strips
of paper and wax in favor of a biodegradable
technique that removes hair. Her
other products are all natural and generate
The hair-removal technique called sugaring
reduced Phiz Spa’s waste by 99 percent,
“There are three ingredients: sugar,
lemon juice and water,” she said. “It is antibacterial
and hypoallergenic and completely
biodegradable. The only waste I
have at the end of the process is hair and
Molyneaux also changed to an alternative
for paraffin wax, which takes a long time
to heat and must be tossed in the trash
when it is done. The new product, Eco-fin,
can be warmed up in the hot-towel cabby
so that it doesn’t take extra energy to
heat. And it is made of natural ingredients that can be massaged into the skin like a lotion.
“I’m interested in the long - term health of my clients’ skin along with the opportunities to reduce waste,” Molynea u x
said. “When choosing a nail care line, I’m interested in the science of unnecessary toxins that the average person
is unaware of consuming through a simple manicure or pedicure along with my vendors’ sustainability practices.”
Cut and Phiz
Spa may be
the first green
and spa in Salem, but they will certainly
not be the last.
Olfert said that other salons are taking
notice and inquiring about getting Earth-
WISE certified through Marion County.
The EarthWISE program is free and helps
businesses recycle, save energy, reduce
waste and much more. To earn certification,
a business meets criteria in six areas.
“It feels good to lead by example for
other salons as well as all who will become
aware of what a difference we can make
for now and the future,” Olfert said.
Designer Cut earned EarthWISE certification
in 2012, and Phiz Spa in 2012. Phiz
Spa was nominated for a Green Award in
2013 and 2014.
“As an entrepreneur, I am excited to be
loud about these ideals,” Molyneaux said.
“Choosing green service providers like
Phiz Spa and Designer Cut for your beauty
and wellness needs doesn’t have to come
at a cost to our environment.”
The benefit isn’t just in knowing that
their businesses are lighter on the environment
than others, but also in knowing
that their customers are interested and
engaged in the business’ environmental
Olfert said, “Our customers really appreciate
what we’re doing.”
For more information about the Earth-
WISE program, go to www.mcEarth-
WISE.net or call 503-365-3188.
Business Success Strategy:
If It Cannot
- It is Not Worth Doing
In today’s “big data” business landscape,
“best in class” organizations are adamantly
keen on the powerful advantage of gathering
and analyzing the metrics. Smart firms
plan for and strategize using primary and
secondary research methods to attain both
and qualitative (“why the
number are what they
are”) analyses in a mixed
Certainly, I believe
it is fair to experience
a gut feeling (instinctive)
idea, but without testing
this instinctive decisionmaking
against carefully obtained
statistics, business operators
suffer a much higher degree of misalignment
– causing a half-cocked strategy to fall
Analyzing the numbers and understanding
why the numbers (data) is what it is;
places leaders and managers in a far greater
position of maximizing their opportunities
for success – while minimizing their risk for
On behalf of business start-ups, I share
these essential measurement precepts so
that you may think twice before deciding to
drive your new endeavor in an ambiguous
direction that will deliver unexpected, unrealistic,
and ultimately, dismal results relative
to your business strategy.
in the literary industry, new market entrants
are enticing authors and book publishers to
precariously invest their start-up capital into
faux book marketing campaigns that provide
no realistic financial pro forma, but yet, claim
they will guarantee authors an additional
$150,000 in book sales within the next year.
As an MBA scholar, and currently, business
doctoral candidate, who specializes in business
strategy, under the direct mentorship of
Harvard’s own, Dr. Michael Porter, I would
never place a client in a pattern toward certain
failure (Millar & Porter, 1985).
Without conducting a realistic financial pro
forma, how can any book support organization
make any type of financial claim and
why would any book support organization
place their firm is such a high-risk position?
No Matter the Size of Your Start-Up: Financial
Pro Forma According to Ross and Wasterfield (2008),
a pro forma, relative to business, is defined as
financial statements are prepared in advance
of a planned transaction, such as a merger,
an acquisition, a new capital investment,
new business venture (start-up), or a change
in capital structure such as incurrence of new
debt or issuance of stock.
Without analyzing how many hits, clicks,
sales, your conversion ratios, break-even
point, ROI, or which tracking links are rendering
the best results (profit), you are operating
a ship without a rudder, proceeding
to a destination without a map, and flying an
aircraft without a compass (GPS).
No Measurement – No Accountability: The
Smoke and Mirror Factor
I would caution and any all business startup
leaders and managers to ensure that
whichever firm they opt to assign their business
strategy and marketing duties to have
a proven track record of developing and
implementing business strategy strictly by
the numbers. Not only that, but new venture
operators must be confident in knowing and
understanding that such an outsourced firm
is prepared to render full accountability on
Without running a financial (projection)
pro forma how will you be able to accurately
identify your break-even point or when you
can expect to receive a return on your investment
Certainly the unscrupulous will continue
to freely permeate the digital landscape, but
you can protect yourself and your start-up
investment capital when you call these tall
claim circus barkers to task.
your card or smearing the ink, be sure
to read the fine print. Be sure that if you do
not fully comprehend the “fine print” and
sales jargon, you seek qualified legal advice
from a licensed and credible business attorney.
And finally, if your strategy and business
modeling process is not measurable, be
prepared for one hell of a wild ride through
the unknown – unless of course you hope to
succeed running your business using Vegas
Be smart and be encouraged, TJ Marino,
MBA, "The Strategist," can be heard Monday
through Friday 6-6:30AM Pacific.
Strategist Radio LIVE: http://www.StrategistRadio.
com References, Millar, V.E. &
Porter, M. E. (1985, July–August). How information
gives you competitive advantage.
Harvard Business Review, 63, 149–160.
Ross, S, & Wasterfield, R. W. (2008). Corporate
finance. New York, NY: McGraw-Hill.
Northern Lights Always $3
When I was about 14 years old, in 1959,
I had a Monday through Friday paper
route for the Grants Pass Daily Courier, an afternoon
paper. My route of about 40 customers
consisted primarily of downtown Grants
Pass businesses. The paper sold for 5 cents and
I got 2 of those cents for each paper. Seriously!
At the finish of my paper route, on a nearly
daily basis, I would meet up with my best
friend, Frank James, who also had a paper
route, at the now legendary
Grants Pass Pharmacy.
The “Pharmacy” as it was
called was a gathering
place for young people in
the late 50s and it continues
to be so even today.
Frank and I would usually
have a sundae of some
sort which would cost only
25 cents. In other words,
my profit for the day of an incredible 80 cents
would daily be reduced to only 55 cents. That is
if the soda jerks (that’s what they were called)
remembered to charge us. They forgot most
of the time and we allowed them that privilege.
They were great young guys, just maybe
a few years older than us, and were very social,
thus, the forgotten charges. Their names
were Lee and Eldon Roudebush, or as we knew
them, the “Roudebush brothers”. Frank and
I, shamelessly, got a lot of free sundaes over
about a year’s time.
Fast forward to March 2004 and an article I
read in the Salem Statesman Journal about a
guy from Alaska opening up the first “theatre
pub” in the state. His name was Kevin Roudebush.
When I saw the name Roudebush I remembered
those “Roudebush brothers” and
those fantastic, “free” ice cream sundaes. It
occurred to me that this guy could be related
to them. I thought, “even though he was from
Alaska, how many Roudebushes could there
be?” I was determined to meet him and find
out “the truth”.
A few weeks later, at a Salem Area Chamber of
Commerce weekly networking meeting called
“Greeters”, I met this Roudebush guy from
Alaska. And low and behold, he was the son of
Lee Roudebush, one of the “Roudebush brothers”
soda jerks from the Grants Pass Pharmacy
that Frank and I had “fleeced” low those many
years ago. Just another “small world” moment
in my life right here in Salem, Oregon.
Kevin Roudebush was born in Medford, Oregon,
in 1968. The family moved to Monmouth
while his dad, Lee, was getting his teaching degree
and then to Jacksonville, Oregon, for the
next 4 years.
His mom, Lory, was an elementary school
His parents divorced when he was in the 3rd
grade and his dad took a teaching job in Alaska.
When Kevin was a freshman, he moved to
Anchorage to be with him.
Roudebush was a sophomore when his dad,
in a teaching exchange program, moved to
Hawaii for a year. Kevin stayed behind, moved
in with a friend and his mom for a short time,
then back to Medford during the break between
his sophomore and junior year. He’d become
a member of DECA and that relationship
resulted in his own successful spike leather
jewelry business in Medford. DECA is a 501(c)
(3) not-for-profit student organization that
prepares emerging leaders, and entrepreneurs
for careers in marketing finance, hospitality
and management in high schools and colleges
around the globe.
Not settled yet, Kevin moved back to Anchorage
for his senior year of high school and graduated
there in1986. He was quite the football
player on his state championship team. In fact,
he was the MVP for the championship game as
a slot and running back.
After high school, because a cousin lived
there and he could also play football, Roudebush
attended Southern Oregon University in
But out-of-state tuition turned out to be a
problem so he moved back to Anchorage the
next spring, buying a house when he was 20,
and graduating from the University of Alaska
Anchorage in the fall of 1992 with a degree in
business and an emphasis on economics.
His relationship with DECA from 1988
to1993 resulted in several outstanding opportunities
such as serving as DECA’s state reporter
and working with Leadership Experiences,
INC on projects like the cultural exchange program
that put him in Santa Fe, New Mexico,
on a HOPI Indian reservation studying the
connection between that tribe and Alaska Natives.
Additionally, throughout that program,
he had the opportunity to work in Tapai and
Singapore. He was a man about the world.
During the interview, because of the way his
formal education was broken up by those other
events, Roudebush quipped, “College was the
best 7 years of my life”.
After driving back to Anchorage following his
Santa Fe experience, Kevin would continue his
eclectic work experiences for the following 3
He did the Host and Hostess training tour
guide program for Alaska Railroad and his
girlfriend at the time introduced him to Princess
Tours Land Company where he became a
guide. He got to go on about 14 Princess cruises
for $15 a day!
Also, after his college graduation, he worked
a couple years as general manager for Wild
Alaska Rivers Co putting together raft packages
to ship out to customers. That one ended
because of some big differences between him
and the owner.
Without a job for awhile Roudebush helped
his buddy with his central vacuum installation
business and, at the same time became a state
advisor for student government on a grant
from the state. In that capacity, he did training
seminars for various student governments.
Somewhere in there, he also found time to
run the Alaska Channel Visitors information
channel on various hotel TVs. He did that parttime
at first then fulltime after dropping all the
other things he was into.
Roudebush came up with his “Live Postcard”
idea in the summer of 1998. It was a sophisticated
initiative comparable to Trip Advisor
where you develop personalized postcards
of target places visited to send to friends, etc.
Kevin worked the road for the first 6 months
trying to get interest and investors after beta
testing it in 1999. Unbelievably, he was able to
raise a $3.5 million investment in New York
City from AUDAX Financial. Unfortunately
the people hired to carry the idea further
burned through the money and when the dot.
com crash of 2001 occurred, all the money was
Roudebush tried to revive the concept when
he took off work from July 2001 to August
2002 traveling various places in an attempt to
seed Live Postcard again. It did not work out.
In August of 2002 Roudebush decided to join
the rat race and took a regular job as the accounting
manager for Lithia Dodge in Anchorage.
But, restless again, he quit in 2003 to take
a cruise to Salem to see a girl here. He’d taken
her to a theater pub called Bear Tooth in Anchorage.
And that’s what eventually inspired
his Northern Lights Theatre Pub idea for Salem.
So after first moving back to Medford to be
closer to family and then a trip to Sidney, Australia,
Kevin finally made his last (or latest)
move to Salem, Oregon, and found the venue
that would become Northern Lights Theatre
He signed the lease in November of 2003.
It took 6 months to prepare the place with a
kitchen, seats and screens.
Northern Lights Theatre Pub Opened March
20th 2004. Roudebush says it took about 6
months to catch on. For the first 3 years, he
was putting in 60 hour weeks. Not so much
On the web you can find it at: Northernlightstheatrepub.
com. The phone number is (503)
585-4232. And if you’ve never been there,
here’s how it works: After you get your
tickets to the theatre at the door, you can place
your order inside. You can even view their
menu online before you come. Having a good
idea of what you want will help them make
sure the lines move fast and you make the best
choice. They make everything to order so if
you don’t want onions on your nachos, just let
When you finish your order, you can get your
beer or wine ready to go. They’ll give you a table
number to take with you. You place that on
your table so they can see it from the aisle. Sit
back, relax and enjoy your movie. They’ll bring
your meal as soon as it’s ready. If you have a
craving for another beer or wine or to followup
with the best popcorn in town, they’re waiting
in the lobby to help you.
The movies, as you most likely know, are
“second run” meaning that, after their initial
opening and run in the “regular” (and much
more expensive) theaters they are available
for Northern Lights. A movie’s first run is on
average about 7-9 weeks (a bit longer for blockbusters),
so if you can wait a couple of months
to see a movie, you can save a bundle because
their movies are always only $3.00! Three dollars
for a movie! Plus, you can get
a meal to
But movies aren’t the only thing available at
Northern Lights. Other special events they host
may be what you’re looking for. For instance,
among many other events, if UFC (Ultimate
Fighting Championships) are your style, these
matches are shown on the big screen and have
become very popular. As has Monday Night
Football and the NCAA National Championship
Football and Basketball finals (and Oregon
Civil War football). You can even “attend”
the Academy Awards Oscar Party there. In
other words, there’s something for just about
everybody. And that, in a nut shell, is how it
Kevin is a big family man these days. He met
his wife, Jessica, in the fall of 2004 when she
was working at the theatre. There was an immediate
and mutual attraction and they married
on October 8, 2005. She now works at
SAIF helping injured employees back to modified
The Roudebushes have two children. Son,
Colton, 6, goes to Sumpter Elementary School
and models for retailers like Fred Meyer and
Daughter, Payton, 3, “cute as a button”, says
Kevin, is busy being a pre-schooler.
As for hobbies, the whole family loves hockey
and family activities. Kevin’s also a fan of golf
at Creekside Golf Club.
Roudebush’s professional goals for the future
consist primarily of continued quality operation
of Northern Lights and improving the theatre
pub environment wherever he can.
So, there you are. Kevin Roudebush, the man
behind the Northern Lights Theatre Pub phenomenon.
It took him awhile and a lot of moves
to get to Salem, but here he is for your viewing
and dining pleasure with an outstanding business
model that caters to folks and families
that are looking for value in their movie watching
lives. Invest $3.00 on an experience you’ll
really appreciate. Check out Northern Lights
Theatre Pub, soon. Did I remind you that movies
are always only $3.00?
Oh, and if you’re wondering about the ice
cream sundae debt Frank and I owed, Kevin
figured it up, approximately, and with interest,
and it came to a total of about $3249.25 or so.
I’ll try and take care of my share on a payment
Bill Isabell is chief meteorologist for Salem’s
First Choice, KBZY Radio, 1490am