Director conducts chamber with harmony

The Solana Beach Chamber of Commerce is busy with preparations for Fiesta del Sol, the annual kick-off-to-the-summer event that is fun for the whole family.

For the last five years, the organization of this weekend-long event has been due to the leadership skills of Frida Silveira, who heads an energetic team at the Solana Beach chamber offices.

Like a director who conducts an orchestra, Silveira pulls all the elements together to make the fundraising street fair harmonize with food vendors, entertainment, arts and crafts booths and nonprofit organizations as participants.

“This year, we are proud to be placing an emphasis on our local nonprofit organizations,” Silveira said. “Groups like the Friends of the Solana Beach Library, Sierra Club, San Elijo Lagoon, the Solana Beach Civic and Historical Society, the Del-Sol Lions Club and the city of Solana Beach will be participating. The Fiesta del Sol basically grew from these groups 31 years ago, so it’s appropriate that we embrace them.”

Arts and crafts will continue to be a large contributor with the nearby streets packed to capacity with local, talented vendors.

“We completely sold out of booths before the deadline,” said Silveira, noting that this was encouraging for the local economy and for the success of the street fair.

It takes about six months to organize the event, which is co-sponsored by the city of Solana Beach with the Belly Up Tavern facilitating the booking of the musical talent for the main stage in Fletcher’s Cove, Silveira said. There will be 14 food vendors, always a crowd pleaser, with some newcomers participating.

“We asked the surrounding restaurants if they wanted to join us this year, and we were delighted that Roberto’s came on board as a sponsor restaurant,” Silveira said.

This year marks Silveira’s fifth anniversary at the helm of the chamber, and she also serves currently as the pro-tem executive director for the newly formed Green Chamber. As executive director, she has brought skills in finance, marketing and public relations to the organization.

Before her work with the chamber, Silveira was president/chief executive officer of Blue Coast Financial in San Diego, which came on the strength of more than 20 years of experience in the banking industry.

Working primarily in sales — servicing banks, savings and loans, credit unions and private investors — paved the way for Silveira to be effective in the daily running and the fiscal health of the chamber, she said. And experience, honed with the Del Mar Regional Chamber of Commerce in 2002, made the chamber leadership position a perfect fit.

A native of Houston, Silveira majored in human relations and business in college before being hired in the mid-1980s by Houston’s Commonwealth Federal Savings and Loan Association, where she rose to assistant vice president. A transfer to its sister company in Newport Beach in 1995 brought Silveira to the West Coast.

Some of Silveira’s successes with the chamber include the development of last year’s campaign in partnership with community leaders to “Shop Solana Beach First.” She is responsible for the organization of ribbon-cutting ceremonies for new business members, Sundowner mixers and running the Visitor Center. Silveira leads a team of interns to get the job done efficiently.

The chamber has close to 300 active members, she said. “While a few merchants have relocated or closed for economic reasons, the membership remains strong. We are here to support fully our merchants and service providers. We want to help strengthen our local economy, and that starts with healthy and vital businesses.”

To find out more about the Solana Beach Chamber of Commerce, go to or call Silveira at (858) 755-4775. The chamber offices are at 210 W. Plaza, close to Fletcher Cove.

Related posts:

  1. SB chamber installs officers
  2. Green Chamber kicks off at Belly Up
  3. Green Chamber asks for green commitment
  4. Chamber View: San Diego Coastal Chamber broadens efforts
  5. Area chambers struggle to grow, find identity

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Posted by on May 20, 2010. Filed under Archives. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

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