Service Above Self
"Unless someone like you cares a whole awful lot, nothing is going to get better. It's not."
― Dr. Seuss, "The Lorax"
Retail is caring, community, and connection. It’s more than an industry or a career. It’s a passion for people.
I’ve always believed that our politicians can’t improve our lives without our involvement. We need to participate if we expect things to change. Advocating for retail is so important because policy makers need to understand how their decisions not only impact business but also people. When I fight for my store, I fight for all stores. My voice is our voice.
Losing a store location after Covid has shifted my attention from customer service to community service and the love of “Service Above Self.” I’ve jumped into serving Beverly Hills, where my only store is located.
I’ve become more active since 2020 from helping to create a pathway back to reopening and rebuilding business to campaigning for candidates who understand the importance of small business to the community. I’ve written op-eds, met with politicians in Los Angeles, and repeatedly have met with BH City Council to request the tools to improve the business district.
I just became the newest member of the Beverly Hills Recreation and Parks Commission. One reason why I wanted this commission is because the Farmers’ Market is part of its purview. It’s an opportunity for me to be a champion for the smallest retailers in Beverly Hills. Another reason why I wanted this position is to improve the communication between the city government, the business district, and the residents. I keep hitting home the importance of shopping local, not only for the support of the taxes, but also to maintain the charm of our “Small City with the Big Heart.”
As I reviewed my efforts over the last couple of years, I was delighted to see my growth in community service. I’m especially proud of the getting the city to install white lights across Canon Drive, my letter to the editor of the Beverly Hills Courier in favor of the Cheval Blanc Hotel project, and being featured in an LA Times article about retail crime.
“Tara Riceberg, who turns out to be the star of the retail theft hearings so far. Testifying before the Little Hoover Commission on Nov. 16, the Beverly Hills gift store owner recounted how a customer demanded a discount or else she’d just take the goods without paying at all.”
October 2019- Joined Beverly Hills Chamber of Commerce and its Government Affairs Committee
May 2020- Joined OpenBH Ad Hoc Committee and Beverly Hills Small Business Assistance Task Force
September 2020- Zoom call w Gov. Newsom’s office and CRA to discuss re-openings and safe shopping.
December 2021- Beverly Hills Courier article on holiday businesshttps://beverlyhillscourier.com/2021/12/31/with-brisk-holiday-business-the-future-looks-bright-in-beverly-hills/
May 2022- Helped campaign for Sam Yebri for LA CD5 Councilmember
September 2022- zoom call with Republicans Small Business Committee -quoted on Rep. Young Kim’s site
September 24, 2022- My quote as headline in Washington Examiner story
October 2022- Selected for TeamBH program.
https://beverlyhillscourier.com/2022/10/02/25th-class-of-team-beverly-hills-announced/
October 2022- News interview on retail crime and closing my LA store location
October 2022- Spoke with Sen. Warren at a private event in LA about retail crime, mental health, and homelessness. “I’ve kept my front door locked for almost three years. I leave my store before dark. I’m scared of the mentally ill homeless people camped out on the corner. How am I supposed to encourage customers to come shop when I am scared to go to my store?”
October 2022- Spoke with Rep. Swalwell about retail crime at a Los Angeles event for VoteMama.org.
November 2022- During MPC fly-in, scheduled a meeting with my Rep. Ted Lieu’s office.
November 2022- Contributed to NRF blog post on Small Biz Retail Crime
https://nrf.com/blog/retail-advocates-key-2022-policy-wins
December 2022- KTLA Morning News Segment with Paula Abdul
https://ktla.com/morning-news/shop-for-last-minute-gifts-at-tesoro/
January 24, 2023 - Op-ed on credit card fees published in SF Examiner
March 2023- Wrote an op-ed in Beverly Hills Courier in favor of hotel/retail project.
https://beverlyhillscourier.com/print-editions/page/5/#14948_18
May 2023- Asking the Beverly Hills Mayor about protecting businesses from protestors.
https://beverlyhillscourier.com/2023/05/13/mayor-dr-julian-gold-addresses-inaugural-office-hours/
July 2023- At the Spring Small Business Task Force meeting, I had requested white lights to be strung across Canon Drive to create a festive dining atmosphere. On July 29, they were turned on.
https://www.instagram.com/p/CvSfn_up-QR/
September 2023- CCCA Fly-in; connect Paula Abdul for NRF social media.
November 2023- Testified in front of Little Hoover Commission to talk about ORC- quoted in LA Times
https://enewspaper.latimes.com/infinity/article_share.aspx?guid=6560aeac-7be6-4be2-8a82-6ea311e8a434
December 2023- 60-sec City Council Shout Out for being a second-generation retailer.
https://beverlypress.com/2023/12/beverly-hills-city-council-gives-shout-out-to-tesoro/
Acceptance Speech https://www.instagram.com/p/C1M9vkmp_zV/
December 2023- Present case for retail sidewalk signage to Beverly Hills City Council
January 2024- Sworn in as newest Recreation and Parks Commissioner in Beverly Hills.
February 2024- Met with candidates running for Beverly Hills City Council.
February 2024- Spoke with staff at Asm. Zbur office regarding retail crime.
April 2024- With the Beverly Hills Chamber, voted to support Asm. Zbur’s legislative package on retail crime.
April 2024- Met with Nathan Hochman, who is running for LA District Attorney, to discuss retail crime and whether he felt that the bill introduced by Asm. Rick Chavez Zbur would help to deter crime.
April 2024- Joined Beverly Hills Rotary Club.
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