Member Spotlight: ROCO Luxury Homes

Integral to The Scout Guide Phoenix & Scottsdale’s mission is telling the stories behind the small businesses Scouted in each Volume. The story begins in print and continues online, after all. As you peruse Volume 2, we are thrilled to continue our story-telling mission with Member Spotlights.

Photographed by Scott Foust Studio.

Always a popular destination for weekend warriors and snowbirds, in the past several years, Phoenix and Scottsdale have experienced a massive influx of new residents, visitors who, like us, could fathom no reason to leave. This population explosion, however, has made navigating Phoenix and Scottsdale real estate increasingly challenging. In short, whether you’re a longtime local or a new resident, recruiting the most experienced real estate agent is essential.

Enter Libby Cohen, Julie Rohr, and Polly Wintergalen, the trio behind ROCO Luxury Homes. Boasting over 35 years of combined experience, Julie, Libby, and Polly offer discerning home buyers the expertise and connections essential to buying and selling luxury homes in Paradise Valley, Scottsdale, The Biltmore, and Phoenix — no matter the market.

Individually, Libby and Julie are some of Arizona’s top producing agents (think top 1% of all realtors in the state), the partnership gives the ROCO Luxury Homes clients an unprecedented edge. Connection, in fact, seems to be at the heart of ROCO Luxury Homes, whether it’s to each other, their clients, or their community. “It’s our friendship that sets us apart. We were friends and colleagues before forming the partnership that is ROCO,” the ladies informs us. “Our team concept allows us to give the most attention to detail and create a custom experience tailored to each client.”

To understand how ROCO Luxury Homes achieves a white-glove experience throughout every transaction, we chatted with Libby, Julie, and Polly. Hint: it has something to do with a Rolodex that runs deep, a hands-on approach, and, in Julie’s case, a passion for golf.

TSG Phoenix & Scottsdale: Libby, Julie, and Polly, we are thrilled to Scout ROCO Luxury Homes for The Scout Guide Phoenix. Before forming ROCO Luxury Homes, you were all top-producing agents in Arizona. What inspired you to join forces? 
Libby Cohen: The partnership came together very organically. Several years ago, my sister Polly joined me at Walt Danley Realty. By the time she joined me, Julie and I had worked together on several transactions. We began to collaborate more frequently and, when it came time for a change in brokerages, we joined RETSY as a team. And thus, ROCO Luxury Homes was formed in 2019.

TSG Phoenix & Scottsdale: How did you choose the name for your team?
Julie Rohr: It’s the combination of two of our names, Rohr and Cohen. 

TSG Phoenix & Scottsdale: Since inception, ROCO Luxury Homes has been incredibly successful — in 2021 alone ROCO Luxury Homes did 100 million dollars in real estate to land you in the top 1% of Arizona agents. What about the partnership allows you to be successful?
Polly Wintergalen: I think it’s our friendship that sets us apart. We were friends and colleagues before forming our partnership. There’s a “fun factor” that makes what we do for a living a pleasure.

TSG Phoenix & Scottsdale: There’s also an impressive resumé behind each of you that complements your respective years in the real estate industry. Let’s chat about that… Julie, how did you get into real estate?
Julie Rohr: I grew up with a keen awareness of the importance of home. My father built a successful residential construction company, and I spent my youth surrounded by house plans and building materials, experiences which come in handy as a realtor today. After attending Augsburg University, I started a career in marketing research, which taught me how to be an independent third party. After a brief time away from the workforce, I served as Executive Director of the Opperman Foundation, an opportunity which introduced me to dignitaries like Supreme Court Justices. When my family and I moved to Arizona nearly 20 years ago, I was struck by the beauty of our desert environment and the thriving community. The transition into real estate was natural. And, after successfully representing both buyer and seller in a 30-day closing of my first listing — valued at $2,500,000 — I was hooked! 

TSG Phoenix & Scottsdale: You’ve put down some impressive roots, especially around the Valley’s fabulous golf courses…
Julie Rohr: Yes! I’m originally from Minnesota, so I understand the unique needs of buyers relocating or purchasing a second home here in the Valley. I enjoy being able to share my wealth of knowledge about the community to guide them to the neighborhood that will best suit their lifestyles. As for my knowledge of local courses… I’ve been an avid golfer for 30-plus years, which has afforded me quite a detailed knowledge of the Valley’s private and public clubs. It’s especially rewarding to guide fellow enthusiasts.  

TSG Phoenix & Scottsdale: Libby and Polly, our readers might not know that you’re not only native Phoenicians but sisters, too.
Polly Wintergalen: Libby and I are born and bred Arizonans. We grew up in Arcadia, attended Arcadia High School, and graduated from the University of Arizona. My passion for real estate — and sharing the community that raised me — was ignited when my husband and I purchased our first home in Arcadia 29 years ago. That experience inspired me to open a home staging company which, in turn, introduced me to top Phoenix-area Realtors®️. 

TSG Phoenix & Scottsdale: Libby, how did you get into the industry?
Libby Cohen: My real estate career began in 2005 when my then neighbor, the real estate icon Nancy Nashban, encouraged me to get my license. I worked with Nancy until she moved to San Miguel de Allende, then joined Walt Danley’s team, where I worked for almost 15 years. It was at Walt Danley that I met Julie, actually!

Photographed by Scott Foust Studio.

TSG Phoenix & Scottsdale: It sounds meant to be, especially considering how well your backgrounds complement one another's. What does that look like for clients?
Julie Rohr: Our team structure not only allows us to be available to our clients 24/7, it has empowered us to offer a truly concierge real estate experience to clients, whether they're buying or selling. Between the three of us — and the rest of our team — we can execute an exceptional level of detail and tailor the experience to each transaction. 

TSG Phoenix & Scottsdale: What kind of details?
Libby Cohen: After living in the Valley for decades, we’ve developed relationships with the best of the best in home experts. We facilitate everything for our clients, from consultations with designers and home stagers to professional organizers and licensed contractors or handymen. For example, as a former owner of a home staging company and prolific home remodeler, Polly has a keen understanding of what’s required to sell a home and a grand vision for every home she shows. And because even the most immaculate homes need a little shush, we happily oversee all maintenance and staging before listing. 

TSG Phoenix & Scottsdale: Speaking of your deep roots (again), what is it like to work with newcomers to our the Valley?
Libby Cohen: Being a Phoenix Native, I’m well versed in the choicest neighborhoods of Arcadia, Paradise Valley, and downtown Phoenix. And I think I speak for all of us when I say that it’s so rewarding to share our love of the Valley — its healthy lifestyle, prolific activities, and beautiful landscapes — with others. 

TSG Phoenix & Scottsdale: Beyond introducing (or reintroducing) clients to the Valley, what is the most rewarding part of your work?
Polly Wintergalen: Every opportunity to help clients achieve their real estate goals — whether that includes buying, selling, or both — is incredibly rewarding. But I hold a special place in my heart for first-time home buyers. There’s nothing like being part of the excitement of purchasing a home for the first time!

TSG Phoenix & Scottsdale: Your clientele, while focused on luxury real estate transactions, runs the gamut.
Julie Rohr: Absolutely. In addition to our daily buyer/seller transactions, we’re working with builders and developers to help them identify great investments properties.

TSG Phoenix & Scottsdale: What advice would you give to give to potential clients?
Libby Cohen: It’s simple and straightforward: whenever you are buying or selling a home, use a professional realtor who knows the market.

Photographed by Scott Foust Studio.

TSG Phoenix & Scottsdale: As it would be an understatement to say every member of the ROCO Luxury Homes team knows the Phoenix and Scottsdale market, let’s chat about the specifics of our market. Specifically, what you love about living and working in the Valley…
Libby Cohen: There’s so much to love about the Valley — from our healthy lifestyle to our sunny climate, the incredible culinary offerings to the vibrant art scene, easy access to fabulous hiking to seamless indoor/outdoor living! Personally, I also love being close to family and sneaking away to Flagstaff for cooler temps during the summer. 

TSG Phoenix & Scottsdale: Your love of the Valley is palpable. And we know this love has inspired extensive work in support of our community. Can you speak to the causes you support?
Libby Cohen: It’s so essential for us to give back, and we support a number of charities collectively and individually. For example, Polly is a loyal supporter of Chemo Companions, a non-profit coordinating emotional support through a network of trained volunteers at chemo lounges. I support the Heard Museum — which showcases the Native American heritage essential to Arizona’s history — The Phoenix Heart Ball — which raises more money for The American Heart Association than any other in the country — and The Master Gardeners Program. As an avid gardener, it’s so rewarding to share my passion for gardening with elementary school children in the program. It’s a privilege to serve — whether it’s our clients or our community at large. 

VALLEY FAVORITES

LIBBY COHEN’S LOCAL FAVORITES

Dining: Christopher’s
Drinking: Hanny’s
Shopping: Scottsdale Fashion Square
Gifting: Valerianne
Activities: Exploring new hiking trails with friends
Event: Arizona Tennis Classic

JULIE ROHR’S LOCAL FAVORITES

Dining: Steak 44 | Tarbell’s | Francine for Lunch | Vincent’s for a romantic evening
Shopping: The Linen Tree | The Paper Place

POLLY WINTERGALEN’S LOCAL FAVORITES

Dining: Nook Kitchen in Arcadia
Drinking: Steak 44
Shopping: Bungalow Furniture
Activities: Biking through Arcadia with husband, Ed
Event: Holiday High Tea at The Phoenician

View ROCO Luxury Homes’s current exclusive luxury listings here and learn more working with Julie, Libby, and Polly by reaching out directly via phone or email and tell them Scout sent you!

Libby Cohen: 602-291-1446 | Libby@libbycohen.com
Julie Rohr: 602-317-5667 | julierohr@gmail.com
Polly Wintergalen: 602-320-1850 | pollywintergalen@gmail.com

Member Spotlight: Citrine Natural Beauty Bar

Integral to The Scout Guide Phoenix & Scottsdale’s mission is telling the stories behind the small businesses Scouted in each Volume. The story begins in print and continues online, after all. In anticipation of Volume 3, we’re thrilled to start our story-telling mission of new and returning scouted members through Member Spotlights.

Photographed by Shannon Gilpin.

From non-toxic sunscreens (a must in our desert environment) to sustainable skincare, clean beauty is redefining makeup and skincare routines worldwide. And, closer to home, Citrine Natural Beauty Bar is redefining Phoenix and Scottsdale’s access to the best in clean beauty.

Owned by the lovely Melissa Lenberg, Citrine is a one-stop shop for clean beauty with a meticulously curated selection of products to delight even the most discerning skincare experts and makeup artists. Yet, Citrine is more than a veritable haven for the product junkie. Combining extensive educational programming, personalized consults, and — of course — the latest and greatest in clean products, Citrine is an unparalleled local beauty resource.

Recently, we had the pleasure of chatting with Melissa about her decades in the beauty industry, her expertise in clean beauty and wellness, and why it’s so important to make the switch to non-toxic.

TSG Phoenix & Scottsdale: You’re a beauty industry veteran that got her start in cosmetics at age 15. When did you begin adopting clean beauty?
Melissa Lenberg: With a love for all things beauty, I dreamed of becoming a professional makeup artist from a young age. Even a rheumatoid arthritis diagnosis at age 18 couldn’t stop me and the same year, I moved to Los Angeles at 18 to follow my dreams. While in Los Angeles, I was exposed to the city’s quintessential health and wellness culture. That, in conjunction with a health diagnosis, inspired me to take a hard look at what I was putting in and on my body. I was shocked by the ingredients in the beauty products I was using and decided to make the switch to non-toxic, clean products in an attempt to heal my body.

TSG Phoenix & Scottsdale: What was your experience in making the switch?
Melissa Lenberg: As I learned more about everyday toxins and lessened my toxic load through clean beauty, I not only began to feel better, but friends and family began to notice the change, asking me what I’d been doing differently. I got a lot of compliments about my skin!

TSG Phoenix & Scottsdale: Naturally — no pun intended — this experience inspired Citrine…
Melissa Lenberg: Absolutely! When I made the switch, I knew I had to inspire others to do the same. After a transformative trip to Sedona, I watched the true powers of manifestation unfold. In fact, it was when I was meditating in Sedona that my vision of bringing this lifestyle came into focus. The business, the mission, the ideas all became clear to me. A week after returning from the trip, I found the perfect storefront, signed a lease, and Citrine was born!

Photographed by Shannon Gilpin.

TSG Phoenix & Scottsdale: What, specifically, was the vision for Citrine?
Melissa Lenberg: I believe no one should ever have to sacrifice health in exchange for self-care and that when we take care of our skin and our bodies from the inside, our bodies take care of us in return. My intention is that Citrine becomes the go-to clean beauty destination to experience that healing through high-vibrational products that will not only transform your skin and make you feel beautiful, but heal Mother Earth at the same time. Citrine is that belief comes to life in a glamorous, community-driven environment.

TSG Phoenix & Scottsdale: For those who haven’t experienced Citrine firsthand — and they must experience it firsthand to get the full, luxury effect — can you share how you achieve that vision?
Melissa Lenberg: We pride ourselves on a highly-selective curation process to bring the best in high-quality, completely clean, yet luxurious and glamorous beauty products. Every product in-store and online has been thoroughly vetted, from research to testing. We combine this lineup of world-class products with extensive education and pampering to empower our customers and help them feel their best, inside and out.

TSG Phoenix & Scottsdale: This is a great point to ask: what is clean beauty? We often see it paired with terms like non-toxic, organic, and the like…
Melissa Lenberg: The term "clean beauty” is convoluted and unregulated. In fact, it lacks any set standards, and the beauty industry is largely self-regulated. Anyone can claim a product is “clean." However, at Citrine, we’ve set standards for what we consider to be truly “clean.”

TSG Phoenix & Scottsdale: How do you and Citrine define clean beauty?
Melissa Lenberg: At Citrine we define clean beauty as high-quality, high-vibrational products formulated with ingredients that have been scientifically proven to be safe in every aspect. Or in other words, we've sourced the most innovative brands formulated with the finest, toxin-free ingredients to offer the best in clean beauty.

TSG Phoenix & Scottsdale: What does that product curation process look like?
Melissa Lenberg: Our curation process is informed by three key pillars: quality and performance, key ingredients, and sustainability. First and foremost, the products we consider must be unparalleled in their formulations, packaging, and results. The ingredients found in those formulations must also be high-vibrational, clean (of course!), innovative, and sourced with supreme care. After passing these criteria, we consider sustainability. We only select ethical, transparent products, researching origins to ensure packaging is eco-conscious and high-quality ingredients are organically farmed and intentionally sourced. Only after passing those three pillars do we consider the product for our testing process to ensure it's appropriate for ourselves and our customers. After being tested and approved by myself, our diverse team takes each product through a testing process to evaluate the efficacy, ease of application, and safety. Products that give a “wow” factor are approved. 

Photographed by Shannon Gilpin.

TSG Phoenix & Scottsdale: We’re beginning to understand why education is such an integral part of the Citrine experience…
Melissa Lenberg: Beauty can be overwhelming and confusing. Experiences of leaving a beauty counter wondering if the product you purchased will work or trawling the internet for tutorials and advice are ubiquitous. And there’s so much information out there to digest about all forms of beauty and skincare products. At Citrine, we do the legwork for you so you can rest assured that every item you take home meets the criteria you deserve: luxurious, natural, conscious, non-toxic, and intentional.

TSG Phoenix & Scottsdale: You personally test each and every product that passes your key pillars. Do you have any current favorites readers need to add to their makeup bags or skincare routines?
Melissa Lenberg: Being completely hands on in the curation process affords me the opportunity to discover a ton of fabulous new brands and products. I actually curate a “Most Loved” list monthly to share my current favorite finds. This month [April 2023], I’m reaching for Tata Harper’s Revitalizing Body Oil for full body hydration, the fresh and flirty Florgasm perfume by Heretic, a bronze glow courtesy of Jane Iredale’s Refillable Purebronze Matte Bronzer, Tata Harper’s Concentrated Brightening Essence for skin prep and product absorption, and RMS Go Nude Lip Pencil!

TSG Phoenix & Scottsdale: Earlier, you mentioned that you’ve designed an experience that’s both educating and pampering. Can you speak to the pampering part?
Melissa Lenberg: In addition to hosting community-based events — from masterclasses with founders like Jena Covello of Agent Nateur to sound bowl healings — we’ve designed a personalized experience to inspire your clean beauty journey. Think: a one-on-one product education, skin analysis and consultation, mini facial, makeup application, hand massage, and flower essence treatment!

TSG Phoenix & Scottsdale: We can attest — it’s divine! And, we’d imagine, rewarding for you.
Melissa Lenberg: Empowering women around their beauty and self-care rituals is the most rewarding part of the work — aside from helping them transition to living a healthier lifestyle, of course.

TSG Phoenix & Scottsdale: For those that aren’t local, are there any ways they can experience Citrine and take advantage of your fabulous resources?
Melissa Lenberg: Absolutely! Citrine is not just a beauty store, it’s truly a community. In addition to store hours and hosting in-person events, anyone on a clean beauty journey can find resources, products, and support on CitrineNaturalSkin.com. From blog series like “Toss the Toxins” to virtual consultations, our intentionally curated selection of products to a Clean Beauty 101 Guide, we’re here to assist

Photographed by Shannon Gilpin.

TSG Phoenix & Scottsdale: Speaking of local, let’s talk about Citrine being a Phoenix-founded brand. Are there any other local favorites we should add to our list of health and wellness go-to’s?
Melissa Lenberg: I love Kaleidoscope Juicery, the Phoenix-founded True Food Kitchen, and Buddha Bella.

TSG Phoenix & Scottsdale: You’re originally from Arizona… What do you love about living and working in the Valley?
Melissa Lenberg: I love being in the desert, it’s so beautiful and offers so many ways to connect to nature.

TSG Phoenix & Scottsdale: And finally, a question we love to end our Member Spotlights with: How do you give back to your community?
Melissa Lenberg: This is such a great question and I’m thrilled to that share we’ve built supporting our community into the Citrine business plan. I’m even more thrilled to share how well it’s been received by our customers. We give back with every Glam Bag, a gift with purchase event that clients love. Most recently, our Glam Bags have been supporting Phoenix Dream Center in their fight to end human and child trafficking, a cause I’m passionate about.

Whether you’re making the switch or fully committed to clean, a visit to Citrine Natural Beauty Bar’s flagship location at The Biltmore (2502 E Camelback Road, Suite 166) is a must. It’s a veritable haven for the beauty aficionado with a passion for clean makeup, wellness, skin, and hair products.

Not local? Find an abundance of information and inspiration — plus all of Citrine’s expertly curated products — online and follow along on Instagram to connect with their community. Don’t forget to tell them Scout sent you! 

Member Spotlight: PANDA

Integral to The Scout Guide Phoenix & Scottsdale’s mission is telling the stories behind the small businesses Scouted in each Volume. The story begins in print and continues online, after all. As you peruse Volume 2, we are thrilled to continue our story-telling mission with Member Spotlights.

Founders Robyn Debell and Penny Gunning. Photographed by Allison Tyler Jones.

Since its founding, The Phoenix Women’s Board of the Steele Children's Research Center (affectionately known as PANDA) has been rooted in the community. In fact, the inception of both Steele Children’s and PANDA can be traced to the power of connection between friends and neighbors.

The decades-long success of PANDA can also be attributed to the power of the community, from children to their grandparents. And PANDA has demonstrated a unique ability to include every generation in pursuit of a common goal: discovering treatments and cures for devastating childhood diseases. In over 24 years, PANDA has raised over $26 million directly supporting cutting-edge research and treatments that have saved countless young lives in Arizona and beyond.

In anticipation of one of our favorite events of the year, we chatted with PANDA about their roots, mission, and what to expect at this year’s Daydreamers & Believers Fashion Show & Luncheon.

TSG Phoenix & Scottsdale: As always, we’re looking forward to this year’s Fashion Show & Luncheon. But before diving into the details on what has become one of the Valley’s favorite events, let’s chat about the beginnings of PANDA. Where does the story begin?
PANDA: The PANDA story begins in the 1980’s in Tucson, AZ. Louise Thomas, a neighbor and friend of PANDA Co-founder Robyn DeBell was a young mother with a 9 year old son, Michael. Michael was diagnosed with non-Hodgkin lymphoma and passed away –  despite state of the art medical treatments. Louise vowed to start a facility that would help find the cause and cure for terrible childhood diseases, including that which took her son. The Steele Children’s Research Center was built, and recruited world-renowned physicians and staff. But, because the Steele Children’s Research Center was unknown outside of Tucson, its reach was limited and its funding stretched. When, after moving to Phoenix and meeting Penny Gunning, the two started scheming on how to bring Steele Children’s to Phoenix.

TSG Phoenix & Scottsdale: What did Robyn and Penny come up with?
PANDA: The two brainstormed for years in an attempt to create a project that would involve several generations. It was Penny who presented the idea of a children’s fashion show. Thirty-five women served on the first board that chaired the first fashion show and, thus, Phoenix Women’s Board of the Steal Children’s Research Center and the fashion show were born.

TSG Phoenix & Scottsdale: Where did the name “PANDA” come from?
PANDA: It’s an affectionate nickname for Phoenix Women’s Board of the Steele Children’s Research Center that comes from the acronym for “People Acting Now Discover Answers.”

PANDA 2023 Board Chairs & President. Photographed by Allison Tyler Jones Photography L to R: Rachel Troyan, Chandra Petelin, Courtney Gaintner (President), Candace Bianco & Teri Bockting.

TSG Phoenix & Scottsdale: Can you put into perspective the impact PANDA has had on supporting discovery processes that lead to improved treatments and cures for devastating childhood diseases?
PANDA: To date, our annual children’s fashion show, year-round fundraising campaigns and community events have contributed over $26 million to Steele Children’s Research Center.

TSG Phoenix & Scottsdale: While the funds PANDA has raised are staggeringly impressive, can you put this in non-financial terms?
PANDA: If Michael Thomas, the initial inspiration for both Steele Children’s and PANDA, was diagnosed with non-Hodgkin lymphoma today, the Steele Children’s Research Center could treat his disease, and quite possibly he would be alive and still with us today. This passion and determination is what drives our purpose and the PANDA story forward every day.

TSG Phoenix & Scottsdale: PANDA works closely with the director of Steele Children’s Research Center. Tell us about Dr. Ghishan.
PANDA: Dr. Fayez Ghishan has been the director of Steele Children’s for over 25 years, and has led remarkable discoveries and work. Born in Jordan as the oldest of nine children, Dr. Ghishan credits his mother with instilling in him a desire to pursue medicine. When he was 16 years old, Dr. Ghishan left home with only $30 to his name and a grand ambition to become a doctor. From Dr. Ghishan’s early experiences, he realized most children in the world were dying of diarrheal diseases, which fueled him on his path to become a pediatric gastroenterologist. Dr. Ghishan has made it his life’s work to transform the lives of as many children as possible and put an end to childhood suffering. Today, he is internationally recognized for his research in pediatric gastroenterology and nutrition and is a passionate advocate for children’s health. As a physician-researcher, he has received two MERIT awards from the National Institutes of Health,
 a distinction achieved by less than 1% of scientists in the U.S.

Photographed by Carrie Evans Photography.

TSG Phoenix & Scottsdale: Before talking about your main fundraising event, it’s important that we touch on the many projects PANDA spearheads throughout the year…
PANDA: It was important to our founders to develop a project that would involve multiple generations — from grandparents to children — and we’ve built upon this idea with the Fashion Show, but also Lemonade Stand Day and PANDA Prowl & Block Party. Both are informed by our tradition of “children helping children” and offer family-friendly ways to inspire the next generation of philanthropists and raise awareness and funds for Steele Children’s.

TSG Phoenix & Scottsdale: PANDA and its projects are rather unique in their level of community support. For example, so many of your fellow members — from Garage Boutique & Concept Store to The Good Vibe Media — partner with and/or sponsor PANDA throughout the year.
PANDA: The strong and unique partnership between the PANDA members and the researchers and physicians at the Steele Children’s Research Center has made it possible for us to embody our name, People Acting Now Discovering Answers. Ultimately, it’s a testament to the powerful work Steele Children’s Research Center accomplishes.

Photographed by Carl Schultz.

TSG Phoenix & Scottsdale: What locally-owned businesses and creatives will be supporting this year’s fashion show?
PANDA: We are fortunate to have so many local long-term sponsors and partners. Our fellow Scouted member, Garage Boutique & Concept Store, is our long-term dedicated fashion partner and, as such, has dressed our models for many years. And Volume 2’s The Good Vibe Media will be providing video production. We are also so thrilled to include fellow members urbAna and Amy Atelier alongside 54 other PANDA Friends. We’re also looking forward to Allison Tyler Jones photographing our fashion show models and board chair, as she does every year!

TSG Phoenix & Scottsdale: Let’s talk about the event. What is this year’s theme?
PANDA: The 2023 theme is Daydream Believers, inspired by a celebration of childhood and the magic that happens when our community comes together to give kids a healthy start in life.

TSG Phoenix & Scottsdale: What should attendees expect from the Daydream Believer’s Fashion Show & Luncheon?
PANDA: This year’s luncheon will be hosted at the Arizona Biltmore. We’ll start off with a silent auction and happy hour, enjoy lunch, and delight in the fashion show styled by Garage Boutique & Concept Store. Attendees should expect great styles and great raffle prizes, including a diamond tennis necklace, a year of shopping experiences at Amy Atelier MAN Atelier, Vegas Formula 1 tickets, Napa getaways, and more!

TSG Phoenix & Scottsdale: What will this year’s Fashion Show & Luncheon fund?
PANDA: In addition to providing funding for specific technology that will advance Steele Children’s Research Center’s capabilities, we are focusing on our “First 1,000 Days Pediatric Project.” This initiative is two fold: translational research into pediatric nutrition and research to advance technology in congenital heart disease, which impacts nearly 1 in 100 babies. By funding translational research, we move basic science discoveries quickly and efficiently into practice.

TSG Phoenix & Scottsdale: How can readers get involved and give back?
PANDA: While our event is sold out, we invite everyone to join us for our silent auction, which will be available online, and participate in our annual events. As science is always advancing, we graciously accept donations year-round.

Learn more about PANDA and how to support their mission at azpanda.org and follow along with them on Instagram for the latest updates.

Member Spotlight: The Good Vibe Media

Integral to The Scout Guide Phoenix & Scottsdale’s mission is telling the stories behind the small businesses Scouted in each Volume. The story begins in print and continues online, after all. As you peruse Volume 2, we are thrilled to continue our story-telling mission with Member Spotlights.

Photography by Fully Alive Photography.

After her first video production assignment at Arcadia High School, Carly Gilleland was hooked. Yet, the owner of not one but two local businesses never envisioned herself as an entrepreneur. Motivated to inject positivity — good vibes, if you will — into the digital landscape, Carly started The Good Vibe Media in 2016. It has quickly become Phoenix and Scottsdale’s go-to for high-quality video production. You’ll recognize their work in our Volume 2 Launch Party Recap and interviews with fellow Scouted Members! Fast forward to 2021, The Good Vibe Studios, a creative studio designed by creatives for creatives, opened its doors.

To understand just how Carly Gilleland took the entrepreneurial leap in a traditionally male-dominated industry — and how she’s stayed true to a mission to spread positivity — we chatted with The Good Vibe Media and The Good Vibe Studios founder.

TSG Phoenix & Scottsdale: Carly, before diving into the specifics about The Good Vibe Media and The Good Vibe Studios, tell us how you got started in the traditionally male-dominated industry that is video production.
Carly Gilleland: While at Arcadia High School, I was fortunate to have my first taste of media communications and video production where, after just my first video production assignment, I knew I wanted this to be my career. From there, I continued on to get my degree from California State University Long Beach in film and media studies with minors in marketing and journalism.
Once I graduated, I moved back home to Phoenix and started a family while also working on my dream of telling inspiring stories. I started The Good Vibes Studios in 2016, and from there, I slowly and organically built the business into what it is today. I never envisioned myself as an entrepreneur, but I have always been consistent in my passion for storytelling through video, which I think has been a large component of our success.

TSG Phoenix & Scottsdale: If you never envisioned yourself as an entrepreneur, what inspired you to take the entrepreneurial leap?
Carly Gilleland: It became apparent to me how much time our society spends on screens and how crowded — polluted even — the digital landscape is. I wanted my work to have a motivating and inspiring impact. The Good Vibe Media is the product of that desire. At our foundation, The Good Vibe exists to tell stories that shed light on different perspectives in a positive way.

TSG Phoenix & Scottsdale: How has that ethos informed The Good Vibe Media and its direction?
Carly Gilleland: We work hard to produce high-quality videos for our clients, emphasizing an authentic approach and overall experience. It's our goal to, well, have good vibes throughout the production process. 

Photography by Fully Alive Photography.

TSG Phoenix & Scottsdale: Fast forward a few years of good vibes and great work, The Good Vibe Studios came to life. What inspired this new entrepreneurial endeavor?
Carly Gilleland: The idea for the studio came in 2021 after years of experiencing the same pain point: finding an ideal location to film video content for the variety of clients we serve. The idea of the studio grew the more I discussed it with others. Everyone had the same response: “you have to build this space.”

TSG Phoenix & Scottsdale: Can you walk us through that entrepreneurial journey?
Carly Gilleland: I had no business background or degree and zero exposure or experience in starting and operating a brick and mortar business. So, The Good Vibe Studios is a testament to how powerful and valuable community can be. When we launched the Kickstarter campaign, we raised over $100,000 in 60 days to start the build out. 

TSG Phoenix & Scottsdale: If we’re correct, that’s not where the story ends, however.
Carly Gilleland: Correct. It was a true labor of love from all parties. We could have never built this amazing space without the most incredible contractor, Don Buol, who just so happened to be the father of our Chief Operating Officer, Nicki. Don was diagnosed with pancreatic cancer when we started the build, but that never slowed him down. And despite all the chemo treatments and uncertainty, he completely mastered the uniqueness of our creative studios. Unfortunately, he lost his battle with cancer in September 2022 a few months after we opened. 

TSG Phoenix & Scottsdale: We were so sorry to hear that Don passed, but what an incredible legacy he has left behind.
Carly Gilleland: Thank you. We are reminded of him every time we walk into our incredible studio.

Photography by Fully Alive Photography.

TSG Phoenix & Scottsdale: As a client ourselves, we can attest that The Good Vibe Studios is indeed incredible. What has a year-plus of business for The Good Vibe Studios been like?
Carly Gilleland: The creative community has shown a lot of enthusiasm for our specialized environment, which includes rentals designed for podcasters, photographers, videographers, and content creators. Beyond that, we’ve focused on adapting and evolving to figure out the best way to serve our creative community.

TSG Phoenix & Scottsdale: As a creative yourself, how do you stay inspired?
Carly Gilleland: Connecting with people — but not from behind a screen. I’m always most inspired after lunch with a friend, a networking event, or even a group fitness class. Human connection is so important to me, and I get so inspired when I connect with others and hear all about their passions, mission statements, and stories!

TSG Phoenix & Scottsdale: How appropriate then to be in the business of telling stories and creating a space for others to tell theirs!
Carly Gilleland: Exactly! The most fulfilling part of the work is being able to connect with and support fellow entrepreneurs. I love the opportunity to tell their stories authentically. 

TSG Phoenix & Scottsdale: And there seems to be quite the demand — how has the changing digital landscape affected your business?
Carly Gilleland: And it’s been really exciting to have an increased number of video requests — especially event video requests — for our high-quality production services for businesses and brands. In addition, we’ve recently produced video for almost a dozen digital e-courses, which our team loves.

Photography by Fully Alive Photography.

TSG Phoenix & Scottsdale: You work with so many fellow Valley creatives and entrepreneurs and have helped so many — including those of your fellow members — what takeaways do you have for entrepreneurship?
Carly Gilleland: As a business owner in the creative industry, I’ve found that we all can find more success if we lean into community and collaboration a little bit more. It certainly has worked wonders for me over the years.

TSG Phoenix & Scottsdale: What else has inspired you as a business owner?
Carly Gilleland: Being a mother. My two children are the most important thing in my life, and I believe it’s important that people know being a mom has helped me become a better business owner and leader for my team. I want to leave a legacy for my kids and have them always remember how hard I worked to build these companies that started in my dreams. 

Photography by Fully Alive Photography.

TSG Phoenix & Scottsdale: We would imagine that has inspired a significant aspect of your business, which is the philanthropic component. Can you speak to that?
Carly Gilleland: The Good Vibe Media has a GiveBack program where each quarter we produce a video for an individual or organization, who proves to have a positive impact in our community. This aligns with our mission to produce content that injects positivity to motivate and inspire others to do good.

TSG Phoenix & Scottsdale: Are you involved with any other organizations or non-profits in the Valley?
Carly Gilleland: I also have served on the committee for events like the Wishball and other nonprofits that serve sick children or families. I have also done lots of volunteer work for organizations that serve the special needs community as my little sister is disabled.

TSG Phoenix & Scottsdale: Beyond the local non-profits you support, how are you involved in Valley life? Do you have any local favorites?
Carly Gilleland: Of course! My quick go-to’s are: Gooder Goods for dining, Kaleidoscope for [healthy] drinks, Garage for littles, Lifestyled Co for home, hot yoga at radi8, and Waste Management Open for events!

TSG Phoenix & Scottsdale: You are clearly very connected to the Valley. What do you cherish most about living and working in Phoenix and Scottsdale?
Carly Gilleland: It is a very exciting time to be in the Valley, especially in the film industry! A bill was recently passed that will give filmmakers more incentive to produce their work in Arizona. I think so many other creative businesses will benefit and be born from the energy we will start to see in our state. Of course, I also love the sunshine we get majority of the year and how easy it is to get to the mountains or the beach for a little getaway.

The Good Vibe Media offers high-quality video production services for brands and businesses, and events of all scales, including weddings. The sister brand, The Good Vibe Studios, offers studio room rentals designed for podcasters, photographers, videographers, and content creators, to offer a specialized environment to meet creative needs. Follow along with them on Instagram and tap them for your video production needs, from brand stories to events and weddings. Just don’t forget to tell them Scout sent you! 

Member Spotlight: Squeeze

Integral to The Scout Guide Phoenix & Scottsdale’s mission is telling the stories behind the small businesses Scouted in each Volume. The story begins in print and continues online, after all. As you peruse Volume 2, we are thrilled to continue our story-telling mission with Member Spotlights.

Photography by Juliana Lay Photography.

After decades of climbing the corporate ladder, Sam Lewis and Andrew Nicoll knew that it was time for a change. Enter Squeeze, a much-needed re-imagination of massage experiences from founders of the beloved blowout brand (with several, locally owned locations, no less) DryBar. And while the pair never expected to go from finance to the fine art of massage, they jumped at the opportunity to bring the franchise to Scottsdale. 

At Squeeze, everything is simple and in-app. It’s the ideal indulgent atmosphere for offering guests complete control over all aspects of their experience, from pressure to payment.  

Recently, we chatted with one half of the entrepreneurial duo about the key to cultivating a great company culture, their fresh approach to massage therapy, and the curated experience guests can expect from Squeeze.

The Scout Guide Phoenix & Scottsdale: Thanks for sitting down with us Sam! First things first, can you tell us a bit about yourself and your journey to teaming up with Andrew as the owners of a Squeeze franchise in Scottsdale?
Sam Lewis: We actually met about ten years ago while working in the finance world when Andrew was interning for me. After becoming friends, and eventually neighbors, we recognized a shared dream of starting our own business. From there, we explored a multitude of options to make that dream a reality. Having never started our own company, we were attracted to the established business model and support that comes along with franchising. During our search, we heard Brittany Driscoll, Squeeze co-founder & CEO, on an episode of the Franchise Euphoria podcast and her passion for creating a positive company culture really caught our attention.

Being in the corporate world, we had seen our fair share of bad work cultures in which people felt stuck and didn't enjoy their work. Our goal was to create a work environment where employees felt like they were heard and treated well. When Brittany spoke about the brand’s values and culture, it really intrigued us. From that moment, it was “love at first listen," and the rest is history.

The Scout Guide Phoenix & Scottsdale: That's quite the shift. What was it about entrepreneurship that appealed to you?
Sam Lewis: Andrew and I each have had our share of corporate experience and seen the highs and lows of different management styles. What really excited us about entrepreneurship, and Squeeze in particular, was the opportunity to be a part of something that was impacting lives for the better. Massage therapists have dedicated their careers to that notion, so it's important that they have a work environment that allows them to receive the same support in return. One of our core values is to "do what you love and let it love you back,” which is something we come back to on a daily basis.

The Scout Guide Phoenix & Scottsdale: That’s amazing! Squeeze has a unique correlation with one of our other members, DryBar. Can you touch on the shared background?
Sam Lewis: Squeeze was started by the founders of DryBar, of which there are several locally-owned, very successful franchises in the Valley. While the two companies aren't affiliated, our leadership team took many of the things they learned while building DryBar and applied them to the beautiful experience we now have at Squeeze.

The Scout Guide Phoenix & Scottsdale: What inspired the creation of Squeeze?
Sam Lewis: Like all good ideas, Squeeze was built out of personal necessity. Our founders always loved getting massages (who doesn't!?), but found themselves frustrated with the options out there — either mediocre discount establishments or overpriced spas. Not to mention hard-to-book appointments, awkward checkout counters, and massages that were never the right pressure. So, they built the brand and massage experience they longed for!

Photography by Juliana Lay Photography.

The Scout Guide Phoenix & Scottsdale: And what about the name? It’s darling! Where did the idea for that come from?
Sam Lewis: If you look at other names in the industry, they're all so expected and similar to each other. We really wanted to come up with something different that would make people smile. Squeeze is a fun, lighthearted name that offers up tons of marketing opportunities and plays on words (e.g. Main Squeeze, Squeeze the Ones You Love, etc…)

The Scout Guide Phoenix & Scottsdale: Your tagline is “A Way Better Massage Experience.” How would you say Squeeze is different from other massage experiences?
Sam Lewis: Well first of all, booking is absolutely stress-free. Guests can book, pay, set personalized preferences, tip, rate, and review all on our app. So after your massage, you can just float on out. We also don’t charge for extras. Each massage includes the guests choice of deep tissue, heat therapy, percussion therapy, and aromatherapy at no additional cost. The app also allows our therapists to save your massage preferences to your profile so your therapist knows exactly what you want, each and every time.

The Scout Guide Phoenix & Scottsdale: Relaxation from start to finish is what we’re hearing. Speaking of clients, you have a unique name for them at Squeeze. What is it, and why? 
Sam Lewis: Guests! We want that feeling of family that our employees share to permeate through our hallways and naturally extend to those entering our doors to enjoy our relaxing and rejuvenating services. Our verbiage influences our thoughts and actions. Our guests feel that difference every time they visit.

Photography by Juliana Lay Photography.

The Scout Guide Phoenix & Scottsdale: Now let’s talk specifics. So what exactly do you offer clients?
Sam Lewis: Our service options are intentionally very simple. We offer two membership options based on time; our Mid Squeeze membership is a monthly 50-min massage and our Main Squeeze membership is a monthly 8-min massage. Our membership are month-to-month so you can pause or cancel at any time and come with many additional perks. Unused credits rollover and never expire and you can even gift them to friends or loved ones. Plus, for every membership sold Squeeze provides a day of canine support to a person with a disability through our partnership with Canine Companions.

Guests who aren't ready to become members can also "Pay-Per-Squeeze" for a Mid Squeeze (50-min massage) or Main Squeeze (80-min massage)

The Scout Guide Phoenix & Scottsdale: We know that customer experience is very important to Squeeze. What can a new customer expect from their first session?
Sam Lewis: Every part of our experience was built with the guest in mind. We know that getting out for a massage is likely the best part of someone's day, so we take that to heart and make sure we can live up to it. From the moment you walk through the door you're greeting by our Maitre D who will check you in and show you to our lounge where we have a beautiful space to relax, enjoy refreshments and choose an aromatherapy scent to accompany your massage. Once inside your massage suite your massage therapist will review your personalized preferences and show you how to choose from our 6 different playlists. Everything else is done within the app so after their massage, a guest can figuratively float out!

The Scout Guide Phoenix & Scottsdale: When a Guest leaves your spa, how do you want them to feel? 
Sam Lewis: A massage is a relaxing, stress-free experience. We want to make sure that they can stay in that zen for as long as possible which is why we removed all of the other clunkiness you find at other massage experiences. Since payment is saved in our app, they don't need to wait in line to check-out or be upsold on a membership. They can walk out and hold on to all of the amazing feel-good benefits that come along with a massage.

The Scout Guide Phoenix & Scottsdale: It’s the small things that make the experience. What unique features do you implement at Squeeze to make the customer service experience all the more enjoyable?
Sam Lewis: One of our core values is "Little Things Are Big Things" so you are right! We have many of these little things throughout the experience but the main one is our app which allows guests to book, set personalized preference, pay, tip, rate and review all at their fingertips. This really puts the experience in the guests hands allows them to customize their massage to their liking. We save your personalized preferences to your accounts and review them before your massage so we know exactly what a guest wants, each and every time. Beyond the app, one of our most beloved and unique features in the shop is our "ready button." This is a small button at the bottom of the massage table that a guest can press once they're undressed, on the table and ready for their massage therapist to re-enter. The button turns on a light outside the massage suite letting the massage therapist know that the guest is ready. Goodbye awkward exchanges!

The Scout Guide Phoenix & Scottsdale: It sounds like you have thought of everything at Squeeze! And of course you have a fabulous team as a part of the equation. How do you hire and train your massage therapists? 
Sam Lewis: Andrew and I aren’t massage therapists ourselves, and we would never kid ourselves that we have the expertise to train our therapists on the technical side of things. Squeeze has an extensive training program built by massage therapists, and our Scottsdale location has two amazing Lead Therapists with decades of experience who support our team on a daily basis and conduct interviews. We strongly believe that there is no single way to give a massage. We see our therapists as the experts and allow them the freedom to make each massage their own, and we offer in-house education and CE stipends to encourage everyone on our team to keep learning and finding new inspiration in their massage practice.

The Scout Guide Phoenix & Scottsdale: Before we slightly switch gears, what aspect of owning the Squeeze in Scottsdale do you find most fulfilling? 
Sam Lewis: Since opening our doors, we're continually hearing from guests that Squeeze is "so much better than where I used to get a massage" and that is what keeps us going. We truly believe that Squeeze is a way better massage experience and it is beyond fulfilling to know that that is resonating with the community.

We're also excited about the environment that we've been able to create for our team members. During our hiring process we love the reactions we get from candidates when we explain all of the amazing benefits that Squeeze offers. The fact that we don't charge extra for amenities like deep tissue and aromatherapy means that our Massage Therapists aren't required to upsell or meet any quotas which they're always so pleased to hear. Knowing that we're doing something different for both our guests and team members is a really special experience to be a part of.

The Scout Guide Phoenix & Scottsdale: It is clear that community is important to you. Are you involved in any local organizations that give back to the community?
Sam Lewis: At Squeeze we've partnered with Canine Companions, a non-profit dedicated to enhancing the lives of people with disabilities by providing expertly trained service dogs at no charge to the recipient.  For every membership sold at Squeeze we donate a day of canine support to a person with a disability.

Photography by Juliana Lay Photography.

The Scout Guide Phoenix & Scottsdale: That must make what you do all the more meaningful. And as for Scottsdale, what do you love most about living in the Valley?
Sam Lewis: I absolutely love food and golf and I can’t think of a better place to enjoy both! I can literally go from golfing at Papago Golf Club to eating at Cibo Pizzeria  in a matter of minutes. Also as a father of three, I can say this is an amazing place to raise a family.

The Scout Guide Phoenix & Scottsdale: Finally, we’d love to know a few of your favorite local spots and experiences  distinctive to the Valley:
Sam Lewis: When it comes to food, FnB is by far my favorite. Some of the best meals of my life have been at FNB. And when it comes to shopping, I have to mention Old Town Candy & Toys. My kids are always begging me to take them there! And when I’m not at Squeeze or spending time with my family, you can most likely find me golfing on any of the amazing courses we have in the area. But if I had to choose a local event that I look forward to, it would be Devour Phoenix. It’s the best place to see and try the amazing restaurants here in town.

Oh and I can’t forget to mention Cutino Hot Sauce. It's an incredible local brand and I always recommend any of the flavors for gifting. And of course it’s absolutely delicious!

Look out for Sam Lewis and Andrew Nicoll of Squeeze in Volume 3 of The Scout Guide Phoenix & Scottsdale. And if you’re interested in discovering the many benefits of massage, download the Squeeze app or head to their website to explore the many possibilities for rest and relaxation at Squeeze! And when you book, don’t forget to tell them Scout sent you!