Chamber Voice : Conejo Executive’s Stature Grows but Critics Remain

When Steve Rubenstein looks out the glass doors of his cluttered Chamber of Commerce office, he stares smack into the sandstone expanse of Circuit City, Thousand Oaks’ most reviled electronics store.

Furious residents have denounced the windowless, two-story structure as an eyesore, saying it resembles a cinder-block prison.

Rubenstein thinks it’s gorgeous.

What’s more, he boasts of single-handedly persuading Circuit City to build the outlet in Thousand Oaks. He takes similar pride in having promoted the hotly disputed Civic Arts Plaza, now under construction at the site of the former Jungleland wild animal park.

“Most everything that’s been developed in the community, I’ve been involved with in one way or another,” Rubenstein, 43, said recently, swiveling in his black leather chair to beam at Circuit City.

But although he’s steadily gained stature in his 11 years as president of the Conejo Valley Chamber of Commerce, Rubenstein may not be quite the power-broker he makes himself out to be, city officials say.

A former owner of an International House of Pancakes franchise, Rubenstein--who claims he can still carry seven flapjack platters at once--has earned his share of critics in City Hall.

Mainly, they accuse him of puffing himself up, exaggerating his role as a mover and shaker. Some denounce him for ignoring small businesses and relentlessly pushing to pave the city with new development.

But, perhaps tellingly, most of these critics refuse to speak on the record, unwilling to burn their bridges with the powerful Chamber of Commerce.

“He does ruffle some feathers, there’s no question about it,” said Jill Lederer, chairwoman of the chamber’s board of directors, which reviews Rubenstein’s contract annually. “Otherwise, he would just be a chamber president who cuts ribbons and attends cocktail parties.

“Is he perfect? No. But does he work very hard with a specific goal in mind? Absolutely. And that goal is a better business climate for the Conejo Valley,” added Lederer, who runs several local Domino’s Pizza franchises.

Both Lederer and Rubenstein declined to reveal his salary.

One of the state’s longest-serving chamber executives, Rubenstein boosted membership from 650 businesses to a peak of 1,660 a few years ago. The recession has trimmed enrollment slightly, and the chamber now collects dues from 1,200 members. In comparison, the Simi Valley chamber has 830 members.

Even with the shaky economy, business owners continue to join the Conejo Valley chamber each month--and many say they are impressed with Rubenstein’s energy, persistence and attentiveness.

As the owner of a feed store on Thousand Oaks Boulevard, Jeff Alexander for years thought the chamber ignored the needs of small entrepreneurs. He stayed away from the organization as a matter of principle.

Yet, around New Year’s Day this year, Alexander decided to ante up a $225 annual fee and join, reasoning that, “rather than stand on the outside sniveling, I’d jump in and harass them.” Fees are calculated on a sliding scale based on a company’s number of employees.

So far, Alexander feels he’s gotten his money’s worth. “Steve has an open mind,” he said. “As much as I’ve asked for, he’s provided. He’s listened to me and passed my concerns on to the appropriate people.”

Rubenstein said his ongoing efforts to help constituents keep him running from breakfast meetings through after-dinner conferences and sometimes drag him into his office on weekends.

Frequently working behind the scenes, Rubenstein mediates between city staff and business leaders. In a more visible role, he lobbies lawmakers on key issues such as workers’ compensation, making at least two trips a year to Sacramento.

Rubenstein also helps organize dozens of seminars on topics ranging from networking to substance abuse, drums up new members for the chamber, and oversees the $875,000 annual budget.

Only one chore irks him: taking random phone calls from people unclear about just what a Chamber of Commerce does. His staff has received queries from residents requesting a good recipe for date nut bread and asking for advice about trout fishing. When he can, Rubenstein tries to help out.

“He’s upbeat, affable and very charming,” said Gregory Kaapuni, a local attorney who sits on the chamber’s Board of Directors.

Sitting at his oversized, paper-clogged desk in front of a wall decorated with two dozen plaques and certificates, Rubenstein manifests the high-strung, can’t-sit-still energy that colleagues call his trademark.

He constantly rocks back and forth in his chair. His dark brown eyes dart around the room. His expressive eyebrows jump on his broad forehead.

“Steve’s a full-speed-ahead kind of guy,” said Dave Kilby, vice president of the California Chamber of Commerce.

“Both Steve and the Conejo Valley chamber are viewed as models and leaders in the industry,” Kilby added. “While some chambers are stuck in community boosterism, the Conejo Valley chamber is more involved with business advocacy and doing what it takes to improve the local economy.”

To that end, Rubenstein recently called a top executive of Blue Cross and tried to persuade him to locate a new facility in Thousand Oaks. The health insurance company came, bringing an estimated 1,000 jobs to the city.

His detractors quibble about whether Rubenstein’s call really made any difference, but the chamber president does not shy away from giving himself credit.

Nor does he refrain from making brash statements, even at the risk of being labeled politically incorrect. Or insensitive.

In Rubenstein’s view, “the recession’s the best thing that’s ever happened,” because rising unemployment makes people appreciate business.

Another of his credos: “We have to admit we’re not an affordable community. We have to seek out businesses which employ the kind of people who can afford to live here.”

That attitude galls some critics, including Councilwoman Elois Zeanah.

“He seems to see his role as beating the band for new development, regardless of its size, type, location or quality,” Zeanah said. “He’s a cheerleader for new development (instead of) tending to the needs of existing small businesses.”

Yet some small businessmen like him just fine.

“I would give him four stars,” said Harold Ross, the owner of Harvey’s Auto Parts and a chamber member since 1971.

Close friend Tony Kourounis, a senior vice president at Bank of the Oaks, said strangers frequently mistake Rubenstein’s enthusiasm for arrogance.

“Some people want to think that what Steve does, he does for Steve,” Kourounis said. “But what he does, he does out of a passion to do what’s best for the business community. Steve is sometimes a misunderstood animal.”

Rubenstein recently made some enemies when the Chamber of Commerce announced plans to cancel the popular--but money-losing--county fair tent at Conejo Valley Days. In place of the annual crafts exhibit, the chamber will sponsor a revenue-generating home-improvement show.

The switch will save thousands of dollars, but Zeanah said it reflects Rubenstein’s emphasis on raising money instead of fostering community spirit.

In fact, Rubenstein cheerfully admits he’s biased in favor of business. After all, he says, that’s his job. Yet he takes pride in being objective and listening to all sides, and has proven “a worthy opponent on a number of issues,” City Manager Grant Brimhall said.

In negotiations with the city, Rubenstein has won some concessions over the years, such as a temporary sign ordinance that allows businesses to advertise specials with oversized banners. He has also cobbled together some innovative countywide programs, like a new way for business owners to recoup funds lost when they accept bad checks.

Currently, he’s lobbying Sacramento to get money recovered from fraudulent workers’ compensation claims returned to local district attorneys, who would then use the funds to ferret out other false claims.

A faithful Rotary Club member who hasn’t missed a meeting in 14 years, Rubenstein said he puts every decision in his personal and professional life to the four-point Rotary test. He asks himself: is it truthful; is it fair to all concerned; will it build goodwill and friendship; will it benefit everyone involved?

Once he decides to take a stand--or is asked to promote decisions of his board of directors-- Rubenstein is, by all accounts, a persuasive salesman.

His longevity in the job indicates that he is “able to change with the times, be flexible, be an idea machine,” said colleague Nancy Bender, who has served as executive director of the Simi Valley Chamber of Commerce for almost 11 years.

On average, chamber leaders tend to leave their posts every four or five years, and Rubenstein has flirted with entering politics or taking over a small manufacturing firm. He recently joined a quasi-political grass-roots group, Our Town Forum, that plans to sponsor candidates in the next City Council election.

And every once in a while, he likes to leave town entirely and try something really different--such as branding cattle during a thunderstorm on an acquaintance’s ranch in Nevada.

The cow roundup he joined two summers ago was “the filthiest, dirtiest job you’d ever want to do,” said Rubenstein, a city slicker originally from Cleveland. “But it was really a lot of fun.”

As much as he enjoyed playing cowboy on a real ranch, however, Rubenstein said he’s content to stay in Thousand Oaks and show off his horsemanship during the annual Conejo Valley Days Rodeo. And for now, he plans to stay put at his job at the chamber as well.

“It’s not the money, though I thought it was when I was younger,” Rubenstein said. “It’s getting big things accomplished. What I really enjoy most is having a direct effect on the community.”

Rubenstein Biography Name: Stephen J. Rubenstein

Birthdate: May 25, 1950

Family: Wife, Shelley, assistant director of sales for Nature’s Gate beauty products; son, Adam, junior at Westlake High School; daughter, Jessica, fifth-grade student at Meadows Elementary.

Work Experience: Bought an International House of Pancakes franchise at age 26. Quit five years later when lease expired. Became assistant to the Chamber of Commerce chief in 1982 and four months later took over as president.

Education: Cal State Northridge, majored in religious studies and history.

Quote: “I always give other people credit for things I’ve initiated. I now know that taking credit is important, or else people don’t think I’m worthy.”