BUSINESS GROUP HAS BIG PLANS FOR CITY OF SAN FERNANDO.

Byline: Rick Coca Valley News Writer

San Fernando native Ed Banuelos sees greatness on the horizon for his city.

The San Fernando Chamber of Commerce executive chairman said the city is primed to become a destination and not a point of departure for residents in and around San Fernando.

Banuelos said a big part of that effort is revitalizing the business district and the San Fernando Mall, and that the chamber is doing all it can to support the city's efforts.

Banuelos spoke of the city's plans to add diagonal parking, create a restaurant row and build a 279-unit multiuse condominium and business facility.

``Our goal is to be a vibrant city,'' Banuelos said. ``Not only in the day, but at night.''

The chamber was established in 1921 and currently has 140 members. In recent years, the chamber has reorganized and taken steps to increase business as well as provide area residents with several events to enjoy.

With the financial support of San Fernando Realty Inc., the chamber is bringing back the San Fernando Farmers Market.

``That's exciting,'' Banuelos said. ``That's a really, really big one for us.''

Banuelos said the farmers market has the full support of the City Council and Mayor Julie Ruelas.

Banuelos said part of the reason the last farmers market wasn't entirely successful was that customers were not interested in buying higher-priced organic fruits and vegetables when local merchants sold the common varieties at a much lower price. After conducting a study to find out what consumers want, this time around organizers are marketing more than just fruits and vegetables. They're looking to be a family-friendly venue by offering a supervised children's area, complete with arts and crafts, an inflatable bouncer and a slide for kids to enjoy.

``So the kids can play while mom and dad shop,'' Banuelos said. The farmers market will be in the San Fernando Mall and organizers are hoping for a mid-April start date.

On March 31, the chamber will help sponsor the city's annual Miss San Fernando Pageant.

Banuelos points out that the competition is not a beauty pageant but an ``inner beauty'' contest, with the winner receiving a $1,500 educational scholarship.

Banuelos said the chamber is also sponsoring the upcoming Circus Osorio. The animal-free big-top circus rolls into town from April 6 through 9 at San Fernando Park. Any proceeds from the circus will go to fund future chamber events.

Like all executive committee members for the chamber, Banuelos, a branch manager for Countrywide Home Loans, volunteers his time. Despite long hours at work followed by his efforts on behalf of the chamber, Banuelos said it's time well spent.

``I love this city so much that when I became a banker, a mortgage lender, the first thing I did was join the Kiwanis Club,'' Banuelos said.

Banuelos said the chamber is working on an as-yet-uncompleted Web site for area businesses and consumers - www.shopsanfernando.com. The Web site, like the city, has great potential. Banuelos said the goals for each are the same: ``We're trying to revitalize the San Fernando business district.''

For information on the San Fernando Chamber of Commerce, call [phone] or go to www.sanfernando.com.

CAPTION(S):

2 photos

Photo:

(1) Ed Banuelos, executive director of the San Fernando Chamber of Commerce, said the chamber supports the city's efforts to revitalize the business district and the San Fernando Mall.

(2) The chamber backs the city's plan to build the Spanish-style Plaza Del Sol condominium project, a proposed 279-unit multiuse facility.