TRADE SHOW A COMMUNITY EXPERIENCE; SIMI FAIR FORGES BONDS.

Byline: Jesse Hiestand Daily News Staff Writer

A chance meeting at the Simi Valley trade fair three years ago, between a utility worker and the owner of a ceramic arts workshop, fused a relationship both long-lasting and mutually beneficial.

Robert Gordon, 51, of Simi Valley turns to the quiet, delicate art of ceramic painting when he comes home from his job with the Los Angeles Department of Water and Power.

Carol Fish, an owner of Fish Ceramics, teaches painting and pottery skills to people like Gordon, who is just one of many students she has signed up at the annual Simi Valley Chamber of Commerce Trade Fair.

Gordon returns the favor by using his home computer to design fliers and newsletters for Fish's business.

Both consider each other friends as well.

``It's a great hobby, and this is how we found out about (the workshop),'' said Gordon, who regularly attends the ceramics classes with his wife, Joan.

Fish, standing amid an outdoor booth full of finely detailed ceramics, said the trade fair, now in its 19th year, brings her face to face with potential customers.

``For my business, I think (the trade fair) is quite valuable,'' she said.

``Some of my students I have picked up here, but of course word of mouth also helps.''

That's music to the ears of trade fair organizers who stage the event to boost local businesses and bring people together in a festival setting in front of the sprawling Dataproducts site off Los Angeles Avenue.

``It's become the community event in Simi Valley because it brings businesses and consumers together,'' said Nancy Bender, chief executive officer of the Chamber of Commerce.

Bender says the trade fair, which attracted about 4,000 visitors on both Saturday and Sunday, reflects the community's spirit to local residents and those visiting from elsewhere.

``Someone told me (Saturday) that this is how a typical California community used to be,'' she said. ``It's hometown. There's a sense of belonging and people take pride.''

An element of fun helps to spread the trade fair's message, she said.

Music from local artists, volleyball, free seminars and a beer truck competed for attention with 100 business booths from tire shops to chiropractors to nonprofit groups, banks and corporations.

Among the off-beat attractions was a demonstration of the Ventura County Sheriff's Department's bomb squad robot and pet care tips from animal regulation officer Patrick Musone and his sidekick Romeo, a huge Irish wolf hound.

For Sam Tewfik, owner of the Cyber House, the trade fair allowed him to spread the word his store did more than just sell computers, as he says many people assume because the store name includes the word ``cyber.''

``It gave us a chance to talk to a lot of people and tell them what we do,'' he said.

Tewfik said he was able to advertise the full range of his services and products, including on-site Internet access, virtual reality games, music, even Middle Eastern and Mexican food.

``It was extremely helpful,'' he said.

John Ciccarelli, owner of the Granada Hills-based Kirby Vacuum Co., relies on the trade fair to build his customer base in Simi Valley.

With a sales force and repair crew that visits customers at their homes, Ciccarelli says it matters little that he does not have a shop in Simi Valley so long as people know his business is just a call away.

``You see a lot of the same people year after year and so they know we're a local business,'' he said. ``It's good exposure, and it's a nice community event.''

CAPTION(S):

Photo: (1) John Van Diepen of A Straight Line Construction Co. chats with customers at the Simi trade fair.

(2) Ted McDonald and Jackie Kallenbach of American Office Furnishings wait for customers in their makeshift office at the fair.

Joe Binoya/Special to the Daily News