Groups try to maintain relevance.

When Valley chambers of commerce started to set up shop in the early 20th century they were enormously helpful, providing new accountants, doctors and merchants with built-in customers--these days they're a mix of social groups, community volunteers and political activists, and two dozen of them are struggling to remain relevant to local businesses.

It's no longer easy to round up all of the important businesspeople in an area and establish a self-perpetuating successful business climate. The largest employers in an area frequently have locations across the country, and even a small business in Winnetka can be dependent on purchasers in Japan as much as customers in Encino. In order to keep members renewing year after year, chambers of course have to be indispensable.

Throughout the Valley, chambers of commerce are thinking hard about what they mean to their communities. Presidents and executive directors are somewhat reluctant to say what makes them successful--generally, they say, increasing membership rates and more members participating in activities and using available resources are all good signs.

Chambers small and large are looking for ways to move the forces that control City Hall and Sacramento, offer business management resources to entrepreneurs and trying to provide networking events that are bigger, friendlier and more fun every month.

For most chambers, one answer to the relevancy question lies in being an effective political voice. During the recession of the early '90s, chambers started to organize more networking events because members saw the groups as inexpensive marketing vehicles. Over the last few years, chambers in the Valley are working harder to get attention from City Hall.

"The Valley business community historically has been made up of small and medium sized businesses, and they've essentially been shut out of the downtown power structure, simply because of their location," said Tom Hogen-Esch, an assistant professor of political science at Cal State Northridge. "The Los Angeles Area Chamber of Commerce is close to downtown, and they seek access to city government because their purpose is to promote economic growth."

Two years ago, Hogen-Esch said, city representatives learned that ignoring Valley chambers was a mistake.

"It's a symptom of decades of exclusion from the table of power, that's why the San Fernando Valley was the source of one of the most momentous political movements in urban American history," Hogen-Esch said. "Chambers were big drivers behind the secession movement."

Size benefits

Larger chambers are able to do more when it comes to political action. For the first time, the Santa Clarita Valley Chamber of Commerce, one of the area's largest, flew to Washington, D.C. to speak with representatives earlier this month. But chambers without large budgets can still find ways to get involved, said Gloria Pollack, a board member on the Encino and Chatsworth/Porter Ranch Chambers of Commerce.

If chambers work together, especially in dealing with state issues, they'll stand a much better chance of making a difference, Pollack said.

They key for politically-minded chambers, Evans said, is finding a way to address local government without being excessively hostile.

"Part of their effectiveness depends on how they present their position," said Evans. "If it's really confrontational, they are usually not that effective. If they can be more persuasive, and say, 'not only will this be helpful to us, but it will allow us to hire more employees,' that can be more effective."

Last year, chambers of commerce and other business groups in the Valley had a highly public success when they lobbied on behalf of business tax reform, a perennial annoyance for local businesses.

"That's been a complaint among Valley businesses for as long as anyone can remember," said Hogen-Esch.

Joe Andrews, president of the Canoga Park/West Hills Chamber of Commerce, said one of the hardest parts of his job is convincing small business owners that they need a political ally. Andrews said he has had some success convincing business owners that political advocacy is valuable, but it's a constant fight.

Even if chambers can effectively turn themselves into efficient political groups, there is still a large group of businesses that isn't turned on by political activism. More and more people have started running businesses from their homes, they and need help with entrepreneurial details.

Tapping resources

The challenge for small, local chambers is not only finding ways to bring their members valuable resources, but getting members to realize exactly what's available to them. Most people still join chambers as a way to expand their network of contacts--they need to be made aware and oftentimes constantly reminded of what else they can be using to their advantage.

At a recent orientation for new chamber members, Cheryl Acrey, CEO of the Encino Chamber of Commerce, said she publicizes services and seminars put on by the VEDC and the Economic Alliance of the San Fernando Valley for the chamber's members.

"The chamber can actually be your best free resource to get all of these things," said Hank Yuloff, secretary of the Encino chamber. "We can get help for you if you need to learn how to run books, do advertising or set up a business plan. Your chamber membership could be your way to access thousands of dollars in services."

The biggest mistake a member can make is not finding out what's available, Yuloff said.

"If this is the last time we see you, thank you very much for your donation," Yuloff told the group of new members.

Natalie Roux, director of marketing for Chatsworth-based Life Tech Resources, said she doesn't have much time to attend mixers and breakfasts, but she still values her business' chamber membership.

"I probably don't use the chamber like most people do," said Roux "We're a cosmetics manufacturing company, and some of my accounts overseas require some authentic documentation from us,"

Ivy Weiss, CEO of the Chatsworth/Porter Ranch chamber, writes on behalf of the company, essentially assuring clients that Life Tech is a local company, not some kind of scam operation.

Juli McKitterick, an agent with New York Life Insurance Company in Woodland Hills, joined the Encino Chamber of Commerce a year ago and soon became active in the chamber's ambassador committee--which is charged with helping new members get acclimated to the chamber.

"I believe that business comes from long-term relationships. People aren't going to meet you once and decide they want to begin working with you, they want to test your knowledge, honesty and competence," McKitterick said. "I went to several different chambers events, lunches and breakfasts (before joining Encino)."