1. BusinessMONDAY
MAKING NEWS
JANUARY 26, 2015
Daily Hampshire Gazette • gazettenet.com Page C1
First-time home-buyer
course in Belchertown
BELCHERTOWN — HAPHous-
ing has been awarded a $60,000
grant from the Belchertown
Community Preservation Com-
mittee to provide low- and mod-
erate-income, rst-time home
buyers with down payment assis-
tance and closing costs.
HAPHousing will conduct an
assistance program that provides
$5,000loanstoqualifyingindividu-
als and families. Applicants must
be rst-time home buyers with a
household income that is 80 per-
cent or less of the area median
income, be purchasing a home
in Belchertown and complete
a rst-time home-buyer course
through a H -certi ed coun-
seling agency. The $5,000 loan will
be restricted to closing costs and/
or the down payment for a home
purchase, and will be forgiven af-
ter ve years if during that period
the borrower continuously owns
the property and occupies it as
their principal residence.
The rst-time home-buyer
course will be held at the Free-
dom Center Community Room,
66 State St., from 9 a.m. to 1:30
p.m. Feb. 28 and March 7. People
interested in applying for a rst-
time home-buyer grant may con-
tact Marta Alvarez, 233-1615 or
1-800-332-9667 ext. 1615, or malva-
rez@haphousing.org.
CitizensBankfunds
financial literacy
BOSTON — Citizens Bank is
now accepting applications from
nonpro ts for nancial literacy
programs.
Organizations in the bank’s
11-state area are invited to sub-
mit an application by Friday for
up to $50,000 in funding as part of
the bank’s Citizens Helping Cit-
izens Manage Money program.
ligible nancial literacy ac-
tivities include basics of banking
and asset building, budgeting,
home-ownership counseling,
foreclosure prevention, credit
management and repair pro-
grams, and nancial manage-
ment for small businesses. Re-
cipients will be announced in
March. Further information on
funding and applications is avail-
able online at www.cybergrants.
com/citizens/chcmanagemoney.
Cooley Dickinson
appoints vice president
NORTHAMPTON — Katherine L.
Bechtold is the new vice presi-
dent of patient care services and
chief nursing of cer at Cooley
Dickinson Health Care. She was
misidenti ed in a photo pub-
lished Jan. 19.
Most recently, Bechtold served
as the senior
vice presi-
dent and chief
nurse execu-
tive for Mul-
tiCare Health
System in Ta-
coma, Wash-
ington, where
she oversaw
nursing and
clinical policies, case manage-
ment, social work, and quality
care for the ve-hospital system
and its primary care, urgent care,
and specialty clinics.
She also served for a total of
eight years as chief nursing of -
cer and vice president of patient
care at Centura Health Systems
in Englewood, Colorado, and
Saint Anthony Hospital System.
ERA Laplante Real
Estate adds associate
SOUTH HADLEY — A. Cynthia
Baker is the newest member
of the of ce of ERA M. Connie
Laplante Real Estate. She was
misidenti ed in a photo pub-
lished Jan. 19.
Baker has more than 35 years
ofexperience,hasbeenalicensed
broker since
1985, and was
most recently
co-owner of
Baker-Waite
Realty in
South Hadley.
Baker has
served the
town of South
Hadley as
A. CYNTHIA
BAKER
See MAKING / Page C3
SOUTHAMPTON — “Do what makes
your heart sing. Don’t worry about
the money, that will come later.”
Those were the words of wisdom
a friend offered to Sven Kielhorn
before he launched his business,
eTown Videos, which creates mar-
keting, training, informational and
multimedia videos for businesses
and governmental agencies.
“Before I started eTown Videos, I
was in telecommunications selling
data solutions to businesses,” Kiel-
horn said. “But I always had a love
for videography and photography.”
Kielhorn said he would do wedding
videos for friends, as a side job. Then
he began doing a few promotional
videos for people’s websites.
As time went on, Kielhorn found
that more people were seeking him
to create videos for their websites. It
was then that he decided to turn his
hobby into a part-time business.
“I rst created the business in Jan-
uary of 2006,” Kielhorn said. “This
was a time when nobody was really
doing that sort of thing and even You-
Tube wasn’t well known at all.”
At rst, eTown Videos remained a
side job.
“Three years went by and I start-
ed getting busier and busier and the
customers seemed to really like what
we were doing,” Kielhorn said. “It
started to occupy all of my days so I
thought, let’s do this full time.”
Today, Kielhorn, 50, hires 10 to
12 contractors whose skills include
videography, graphic design, illus-
tration, animation and script writing.
Their mission is to produce accessi-
ble, accurate and compelling videos
that help their clients communicate
with their target audiences.
The success of eTown Videos
was recognized Thursday when the
Greater Easthampton Chamber
of Commerce presented Kielhorn
with its Business Person of the Year
Award. At the same event, the Busi-
ness of the Year Award was given to
Tandem Bagel Co., the Community
Service Group of the Year went to the
Easthampton Rotary Club and Joan
Yamilkoski received the Chamber
President’s Award.
“When Mo (executive director
Maureen Belliveau) called I was
pretty oored,” Kielhorn said. “It
is totally an honor and I am totally
humble and very grateful that we get
to work in a community like this.”
For the last eight years, Kielhorn
has been working out of two rooms at
his home in Southampton.
CAROL LOLLIS
The Greater Easthampton Chamber of Commerce named Sven Kielhorn, owner of eTown Videos
in Southampton, its Business Person of the Year.
CAROL LOLLIS
Denise and Sven Kielhorn at their home in Southampton.
TELLI NG A STORY
By FRAN RYAN
Gazette Continuing Writer
Sven Kielhorn
turns hobby into
flourishing business,
eTown Videos
DEERFIELD — Anglers, rejoice! If you’ve
had trouble nding a place to restock
your supply of lures or get your y- sh-
ing rod repaired, Michael Didonna of
South Deer eld will soon be able to
help.
Didonna plans to open the Deer eld
Fly Shop on March
7 in South Deer eld.
Over the past
month, Didonna, 38,
has been busy hang-
ing merchandise
racks, laying out
equipment, and set-
ting up in the store-
front at 8A Elm St.
So far, a long rack
lled with shing rods runs down the
center of the sales oor, olive-green
vests hang from a clothing rack at the
back, and a wooden case is slowly lling
with ies of all shapes and colors.
Didonna said he rst began entertain-
ing the thought of opening his own busi-
ness about two years ago while working
as an automobile mechanic at Duffy’s
Front End Services in Northampton,
and he is no stranger to the riparian pas-
time.
He said he learned to sh as a young-
ster under the tutelage of his father,
who would take him out on the river and
watch y- shing shows with him on the
television network now know as Spike.
“I put (my rod) down for a long time,
but I picked it back up again about 10
years ago and fell in love with it again,”
Didonna said. “Just being out there, you
feel like you’re separated from the fast
pace of life, and you feel so remote, but
it’s right here in our
backyard.”
To prepare for his
transition to business
ownership, he said he
began asking ques-
tions at some of the
established y sh-
ing shops that he en-
countered while out
shing or traveling.
“If I went to Colorado and did some
shing there, I’d chat up the owner of
the local shop and ask for advice,” he
said. “It was something I just started
looking into, and I kept the ball rolling in
that direction.”
Didonna said South Deer eld is the
perfect spot to open a y shing store
because of its proximity to a variety of
good shing rivers, including the Deer-
eld, Swift, West eld and Millers, and
RECORDER/PAUL FRANZ
Michael Didonna plans in March to open the Deerfield Fly
Shop on Elm Street in South Deerfield. It will sell fishing
supplies and clothing, and host instructional events.
Former auto mechanic plans
fly-fishing shop in Deerfield
By TOM RELIHAN
Recorder Staff
BELCHERTOWN — Lucio Ortega, who
Friday opened a second shop at 112
Federal St. for his Carluci’s Pizza,
worked for the Hilton Orlando Lake
Buena Vista hotel in Florida for 20
years before coming to Massachu-
setts two years ago for family reasons.
If he has learned anything during
his 50-plus years (he declined to give
his exact age) it is that he likes to cook,
Ortega said. So he used his retirement
money, spending $40,000 to revive
a pizzeria in Orange that had been
closed for two years and went to work
baking and delivering pies.
Now he is trying to repeat his suc-
cess in Belchertown. “I like what I do,
so I did it again,” he said.
He added that Belchertown is a
wealthier community with more people
but the same number of pizza establish-
ments as Orange. His business will be
limited to pick up and delivery orders.
“If you don’t like what you do, if you
are just doing it for the paycheck, you
are in the wrong place my friend,” said
Ortega. “I put everything I know into
the food and everything I sell I make
sure I can eat it rst.”
Owners of established pizza restau-
rants in town are not so sure that the
local market can sustain another such
enterprise.
Andre Dupont, who owns The
Belchertown Pizza Shop at 4 Park St.,
said that with the addition of Carluci’s
there will be eight places in town to get
pizza.
“Once we are all open you are going
to see at least two or three places close
down,” said Dupont. He started sell-
ing pizza 25 years ago in the location
Ortega is moving into and went on to
Carluci’s Pizza opens inBelchertown, adding to crowded market
By ERIC GOLDSCHEIDER
Gazette Contributing Writer
See ETOWN / Page C2
See DEERFIELD / Page C2
See CARLUCI’S / Page C2
KATHERINE L.
BECHTOLD

2. BUSINESSC2 Daily Hampshire Gazette • gazettenet.com Monday, January 26, 2015
“It was OK, but now that the
business is larger, it would be
better for clients to have a big-
ger of ce to go to, Kielhorn
said.
He is currently looking for of-
ce s ace but has been unable
to nd anything that would both
meet the needs of the business
and be affordable.
Two- to three-minute videos
Kielhorn and his team ty i-
cally turn out two- to three-min-
ute videos that highlight new
materials, illustrate rograms,
introduce new businesses or
feature training techniques.
His customers come from a
broad range of businesses and
services, including health care,
banking, governmental agen-
cies, machinery roduction and
maintenance, and manufactur-
ing.
“We use a lot of testimonials,
gra hic elements, animation in
our videos. y favorite art is
ulling the story together, Kiel-
horn said. “To condense a lot
of material down into a two- to
three-minute video, you really
have to know how to ull out
the most im ortant arts of the
story.
Making the videos can take
between one and six months to
com lete.
“We start with a story board
and re-visuali e the ro ect
with ictures. Then we sched-
ule actors and a videogra her,
Kielhorn said. “We take the cus-
tomer through all of the hases
of their business and nd out
where the want to show their
video whether it will be broad-
cast on TV, seen on the Internet,
or on local access stations.
As each client comes from a
different business or rofession,
Kielhorn and his team have to
do their homework before start-
ing the ro ect.
Kielhorn said they have to get
it right, because an informed
audience would easily s ot
something that was incorrect.
“If we are doing a video about
re ux, then we have to know
about re ux, he said.
Research comes fairly easily
to Kielhorn, who is com letely
self-taught, learning videogra-
hy, hotogra hy and animation
on his own.
Originally from Germany,
Kielhorn immigrated to the
United States to study busi-
ness at American International
ollege in S ring eld, where
he earned his master’s degree
in business administration in
1990.
“I ust loved living in the
states, so I moved to astham -
ton in 1990, he said.
The “Sustainable Knowl-
edge orridor was the sub-
ect of a ro ect that eTown
Videos recently com leted for
the Pioneer Valley Planning
Commission. It details how the
agency s urs economic growth
o ortunities and ositions the
S ring eld-Hartford region as a
leader in sustainable communi-
ty develo ment.
“That will be airing next week
on ublic access TV, he said
Kielhorn also creates video
ro ects for his fellow members
at the chamber.
“Sven does a lot of volun-
teer work for the astham ton
Chamber of Commerce, elli-
veau said. “His com any does
video s otlights once a month
for different businesses. He is
really great at talking with the
business owners and hel ing
them to relax and come across
very well.
Continued from C1
eTown Videos
Continued from C1
Carluci’s pizza opens in Belchertown
o en i a arlors in the Three
Rivers section of Palmer and in
Myrtle each, lorida.
“I moved back to elchertown
because we like ew ngland,
he said.
u ont said of Ortega’s new
venture, “It’s going to be hard to
get it going, but I wish him the
best of luck and all that.
Italo Salvo, who owns La
Trattoria Pi eria Ristoran-
te at 37 State St., is similarly
ske tical about another i a
sho in elchertown. “If I were
in Ortega’s lace, I don’t know
if I would want to o en here,
because there are too many,
Salvo said. “I don’t have nothing
against anybody, it’s ust that I
would do my homework before
I o en a lace and say, What
chances to I have here ’
Salvo, who has been in busi-
ness for four years, said his cus-
tomers have been asking him
about the addition of a new i a
lace in town. “I’m not worrying
about anybody else coming in
because there’s nothing really
we can do about other business-
es o ening u in town, Salvo
said. “We’re doing ne. We have
great customers. It’s a family
oriented business, my whole
family works here.
Combined names
Ortega’s business in Orange
also is called Carluci’s, a com-
bination of the cou le’s rst
names. His wife is Carla. She
still lives in their home in lorida,
and if all goes well Ortega ho es
to o en a third i a lace there.
“The money is not an easy
thing. ou cannot um from one
to another. You have to go little
by little, he said.
While working at the Hil-
ton in Orlando, which is art of
Walt Disney World Resorts, Or-
tega went to Valencia Commu-
nity College where he earned
degrees in culinary arts and
restaurant management. He
has a degree in com uter ro-
gramming from his home coun-
try of Ecuador, but he said ad-
vances in com uting have made
those skills obsolete.
Ortega said he trusts that his
new business — which is next to
the Sunoco gas station at the site
of the former Sa orito’s Pi a
which left two years ago — will
thrive based on the quality of the
roduct. “The only advertising
I have is when the eo le eat,
they talk to everybody else, and
that’s the way I go, he added.
The menu will be the same
as in Orange, combining to -
ings to make what he calls 0
different “gourmet i as. He
will also sell salads, quesadillas,
and desserts like baklava and
cheesecake.
Sa orito’s was originally
owned by Du ont. He sold it and
the new owners moved it down
the road to the uabbin sho s
at 31 ederal St. where it closed
early last year. That s ot is now
occu ied by Antonio’s Pi a by
the Slice, which also has restau-
rants in Amherst, Eastham ton,
Rhode Island, Texas and Illinois.
Ortega said he will em loy
one cook and one driver at his
new business, drawing on er-
sonnel he trained in Orange. His
hours will be 11 a.m. to 9 .m.
Mondays through Saturdays.
Eric Goldscheider can be
reached at eric.goldscheider@
gmail.com.
Continued from C1
Deerfield Fly Shop
because there are not many sim-
ilar sho s in the area so close to
Interstate 91 and Routes 5 and
10.
“I thought, I can’t be the only
one who thinks when I’m on the
way to the river, or nd myself in
a am, that I don’t want to have to
take a big round tri or wait for
an order off the Internet, said
Didonna. “There’s a big ga in
the western Massachusetts area
for s ecialty y shing sho s.
In addition to selling y shing
rods, ies, clothing and accesso-
ries, Didonna said the store will
also host instructional events,
including y-tying classes and
casting clinics.
Thoughthestoreisnotof cial-
ly o en yet, Didonna said lenty
of eo le already have sto ed
in to see what it’s all about.
“They all seem retty excited
to see a y shing sho coming
into the area, he said.
GREENFIELD — The Smithso-
nian Cafe and Chowder House
in the Arts lock on Court
Square in Green eld has closed
after 15 months.
Owner Peter Langlois said
the decision was made because
of the uncertainty over what is
going to ha en to the building.
Last fall, the owner of the
Arts lock, Edward Wier bows-
ki, led for Cha ter 11 bank-
ru tcy and it has been unclear
since whether the bank will
foreclose, the building will be
sold or Wier bowski will nd a
way to kee it.
“I think when eo le learned
about the bankru tcy, they au-
tomatically assumed everyone
had left the building, said Lan-
glois. “We weren’t getting the
traf c. Our other two locations
are doing great, but our num-
bers declined in Green eld, so
it was the right business deci-
sion.
Langlois said the Smithso-
nian restaurants in Hat eld and
ortham ton will honor all gift
certi cates and cou ons.
He added that Smithsonian
Catering will continue to cater
events throughout the valley, in-
cluding ranklin County.
Langlois said the few em loy-
ees who worked in Green eld
have been relocated to Hat eld
and ortham ton, so no obs
were lost because of the closing.
He said the Smithsonian did
not relocate in Green eld be-
cause it could not nd a “ready-
to-move-into s ot like the Arts
lock, which had a kitchen and
dining room when cafe moved
there in Se tember 013.
“It didn’t cost us much to start
u in Green eld because ev-
erything we needed was there
in the building, said Langlois.
“We’re thriving and strong —
ust not in Green eld.
SmithsonianCafe closes inGreenfieldBy ANITA FRITZ
Recorder Staff
ASHFIELD — It a ears the
Ash eld Lake House will
change owners in the coming
weeks.
The Select oard this month
unanimously a roved a liquor
license transfer for the local
landmark restaurant. Now all
that remains is state a roval
of the license transfer to the
new owners for the deal to go
through.
Chris and Andrea “Dre
Rawlings of Dyer Road told the
Select oard that they have a
urchase-and-sale agreement
for the restaurant, contingent
u on the license transfer. Now
that the board has a roved it,
the Rawlingses are waiting for
a roval by the state Alcoholic
everages Control Commis-
sion, which they said could take
about six weeks.
Chris Rawlings said they
ho e to start running the
restaurant by the end of eb-
ruary or early March. He said
their initial lan will be to sim-
lify the menu, serving the
same basic fare, but using less
fro en food and more fresh in-
gredients.
“Initially, our ob ective is to
evaluate the business, and see
what we have urchased, he
said. “We don’t lan to make
any structural im rovements
initially.
All who s oke at the ublic
hearing favored giving the li-
cense to the Rawlingses.
Dan Pease read a letter
from his arents, former Lake
House owners Cheryl and
Douglas Pease, who were out
of town. The Peases wrote: “We
are ha y about the im ending
sale and wish them much suc-
cess. We ho e the new owners
will work with the town to main-
tain health and building code
requirements. We’re looking
forward to meeting with new
and old friends there for many
years to come.
u Eisenberg described
the cou le as “very local, and
very res onsible. We’re lucky
to have them. This is a meeting
lace for everybody. I’m ho ing
everything goes well for them.
Amy Sha iro of the ranklin
County Community Develo -
ment Cor . also s oke on behalf
of the Rawlingses.
Select oard Chairman Tom
Carter remembered “making
i a and slinging hash at the
restaurant in 1978, when it was
a summer-only establishment
that closed after Labor Day.
Now it is o en year-round,
attracting ice shermen and
snowmobilers as well as sum-
mer visitors.
New owners for Ashfield Lake HouseBy DIANE BRONCACCIO
Recorder Staff
The Ashfield Lake House will have new owners if the
state approves a liquor license transfer.