In this episode of Main Street Mavericks, host Nick Dreyfus and co-host Rick Wilson, CEO of the San Diego Regional East County Chamber of Commerce, sit down with Denise Cuellar, Vice President of Business Development at East County Schools Federal Credit Union.

Founded in 1956 by employees of the Grossmont Union High School District, East County Schools Federal Credit Union has spent seven decades serving school employees, retirees, volunteers, and their families across San Diego County. Their mission has always been the same: to support and strengthen the financial lives of those who teach, guide, support, and protect our students.

Denise brings over two decades of banking experience and deep community roots to the conversation. She chairs both the Chamber's Travel Committee and its Ethics and Business Committee, sits on the Women in Leadership Luncheon Committee, and serves as Chair-Elect for the 2027 Chamber Board of Directors.

WHAT YOU WILL LEARN

• The origin story of East County Schools Federal Credit Union and how a school-employee credit union has evolved over 70 years
• What sets a member-owned credit union apart from big banks and fintech competitors
• How programs like Bite of Reality connect financial education to the next generation of students
• What the Chamber's Travel Committee is and why members should get involved
• Denise's vision as Chair-Elect for the 2027 Chamber Board of Directors
• Why the Women in Leadership Luncheon matters for women in East County business

NOTABLE MOMENTS

"We bring the credit union to your school."
"We know our members by name."
"Embrace fintech to stay relevant."

CHAPTERS

00:00 Introduction to Main Street Mavericks
04:07 The Story of East County Schools Federal Credit Union
08:55 Community Contributions Beyond Banking
11:45 Unique Travel Programs for Educators
13:59 Engaging the Next Generation
17:48 Leadership and Vision for the Chamber
19:46 Adapting to Changes in the Financial Landscape
21:14 Empowering Women in Business
22:42 Future Plans and Community Engagement

RESOURCES

East County Schools Federal Credit Union: https://www.ecsfcu.org
San Diego Regional East County Chamber of Commerce: https://www.eastcountychamber.org
Bite of Reality Financial Simulation: https://www.ecsfcu.org/financial-education
Women in Leadership Luncheon: https://www.eastcountychamber.org/women-in-leadership

CONNECT WITH DENISE

LinkedIn: https://www.linkedin.com/in/denise-cuellar

ABOUT THE SHOW

Main Street Mavericks is the official podcast of the San Diego Regional East County Chamber of Commerce, spotlighting the local business leaders who make East County what it is. Every episode uncovers the story behind the storefront, the passion behind the product, and the impact these businesses have right here in our community.

What does it take to build a business that survives for over 30 years through 9/11, a recession, and a global pandemic? Kevin and Tracey Kennedy know the answer, and it starts with answering the phone.

Kevin Kennedy has been creating art professionally for over 50 years. He apprenticed under one of San Diego's oldest sign painting families, then built a career as a concept artist, airbrush artist, and production supervisor for international inflatable companies. His work has appeared at Super Bowls, Olympic Games, World Cups, Sea World, and yes, even in outer space on the MIR space station in an ad for Pepsi. He also produced the award-winning documentary "Free Energy for Spaceship Earth" and serves on the Board of Directors for the Unarius Educational Foundation.

Tracey Kennedy holds two degrees from San Diego State University and spent over 15 years teaching at the college level before joining Kevin to launch Attention Getters Design in 1993. With no prior art experience, she learned sign painting and inflatable production from the ground up, then built the systems, operations, and training that run the business today. She grew into sales because nobody knows the business better, and she brings her educator's mindset to every customer interaction. Tracey is also a driving force behind the company's identity as a woman-owned business in a male-dominated industry.

In this episode, Kevin and Tracey sit down with hosts Nick Dreyfus and Stephanie Deppensmith to talk about how a freelance artist and a college professor built one of East County's most respected design companies. They share the real story behind the business, including the moment Kevin decided he better start a company or Tracey would leave him, how East County became a creative hub for the inflatable industry, why their approach to customer communication separates them from 99% of their competitors, what it means to be a woman-owned business in the sign industry, how they have given back through nonprofit partnerships, charity golf tournaments, and 30 years of community referrals, the lessons they learned surviving three major economic downturns, and what the future looks like as the next generation of owners prepares to take the reins.

This is a conversation about resilience, partnership, craftsmanship, and what it really means to take care of people. Whether you are a business owner, an aspiring entrepreneur, or someone who just loves a great local story, this one is worth your time.

Attention Getters Design Phone: 619-441-8901 Website: attentiongetters.com Location: 1537 N. Cuyamaca St, El Cajon, CA 92020

Main Street Mavericks is the official podcast of the San Diego Regional East County Chamber of Commerce, hosted by Nick Dreyfus, Rick Wilson, and Stephanie Deppensmith. Every episode, we sit down with a local business leader to uncover the story behind the storefront and the impact these businesses have right here in our community.

Want to share your business story on the show? Want to become a Chamber member?

Contact Stephanie Deppensmith, Vice President of Operations at the San Diego Regional East County Chamber of Commerce.

Phone: 619-440-6161 Cell: 858-869-4570

Email: stephanied@eastcountychamber.org

Website: www.eastcountychamber.org

Join the Chamber: www.eastcountychamber.org/become-a-member

Address: 201 S. Magnolia Ave, El Cajon, CA 92020

The conversation with Jennifer Hopper from ABC San Diego covers the organization's history, values, community contribution, challenges, future plans, differentiation, and the value of chamber membership. Key takeaways include the merit shop philosophy and the organization's focus on workforce development.

Takeaways

• Merit shop philosophy
• Workforce development

Chapters

1. 00:00 Introduction to ABC San Diego
2. 06:15 Future Plans and Goals