COSTA MESA : High-Tech Resurrects Trade Ritual

Dale Williams had the windows of his car tinted, wallpapered his house, bought new shoes, and went out to eat at dozens of fine restaurants--all without spending a penny.

No, he didn’t steal anything. Williams got those goods and services the old-fashioned way: by bartering.

He is among more than 3,000 merchants, laborers and professionals who have rediscovered barter through an Orange-based company that offers a high-tech version of the ancient trade ritual.

The outfit, Trade American Card Corp., held its annual barter exposition over the weekend at the Orange County Fairgrounds in Costa Mesa. Williams was among hundreds of people who flocked to the event to eyeball the goods jammed into an airy exhibit hall.

“So far, I got myself some shoes, and I’m working a deal for some Western boots for my daughter for Christmas,” said Williams, who trades the services of his typesetting and voice mail firm for other merchandise and services. “Through the years, I’ve bartered for a variety of things, just about whatever struck my fancy.”

Under the Trade American Card system, members who pay a $495 initiation fee can sell their goods and services to others in exchange for trade credits instead of cash.

Members can then spend the accumulated points on merchandise or professional services offered by other members. Anyone can join, as long as they have something worthy of barter.

The range of goods and services traded through the computerized system is vast: One can barter for a hair transplant or pay for croissants from a bakery. Professional services offered by members include behavior modification and biofeedback.

More than 200 restaurants participate in the system, along with graphic artists, locksmiths, lawyers, lawn mower repairmen and landscape contractors. An assortment of physicians and dentists can be hired through barter.

“I even gave birth to my daughter on barter--I traded with my obstetrician,” noted Sondra Ames, vice president of the Trade American Card network. “And we’ve got a mortician who can offer you a casket. From cradle to grave, we’ve got it all.”

Ames helps run the agency with her husband, Michael, who founded the firm in the early ‘70s. Today, more than $1 million a month is bartered by members of the network, she said. The only money involved is what participants are billed each month for sales taxes and the 10% cut that Trade American Card takes on each transaction.

Traditionally, the biggest two days of the year come during the barter expo at the fairgrounds. This past weekend was no different: Ames said she expected upward of $2 million in bartering to be done.

At first glance, the folding tables covered with an assortment of wares--from cooking utensils and computers to stuffed dolls and sports equipment--gave the convention the look of any old swap meet.

But looks can be deceiving. There was nary a dollar bill to be seen. Wallets were firmly tucked in purses or pockets.

“You can find almost anything here,” said Susan Schapel, owner of a Tustin silk flower shop. “I’ve put all three of my children in braces through barter. I’ve done all my car repairs, 100% of the printing for our shop. And I’ve done fun things, like going out to dinner.”

Many of the network members are owners of small, independently operated businesses. Services such as printing, medical help for valued employees, car repair for commercial vehicles and other work-related services are valued trade items, Ames said.

Kimberly Salotti said the barter system has helped her 1-year-old designer-clothing firm get off the ground, easing cash-flow problems and opening up a whole new market of customers that otherwise might never have materialized.

“This has been the best business move I’ve made,” she said, estimating that up to 50% of her business has come through the barter association. “It’s a networking system, and everyone just wants to help.”