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Steinbeck Family Business Seminar

Family Leadership

The Steinbeck Family Business Program offers a series of workshops and conferences focused on leading effective and profitable family-owned (or otherwise closely held) businesses.

The largest 500 family businesses generate $7.28 trillion in revenue and employ over 24 million people. These businesses together constitute the third largest economic contribution in the world, therefore, these families in leadership roles significantly shape the future of their communities.

Attendance and Fees
Seminar in person (limit 55) and virtual (ZOOM link)
Registration fee $495

UCLA Event COVID-19 Guidelines

Attendees at in-person, on-campus events must adhere to UCLA’s current health and safety guidelines: Complete and be cleared by UCLA's mandatory Symptom Monitoring Survey prior to entering campus. For all alumni and friends, select “Non-UCLA community member” to start the form. Masks are strongly recommended but not mandatory for attendees who are up to date on their COVID-19 vaccines.


May 19, 2022

3:00 - 3:10 p.m.
Introduction and Welcome

Alfred E. Osborne, Jr., Professor and Faculty Director, Price Center for Entrepreneurship & Innovation, UCLA Anderson

Holly Han (’02), Director of Special Projects and Steinbeck Family Business Seminar, Price Center, UCLA Anderson

3:10 - 4:00 p.m.
Monetizing the Metaverse and Web3

Bloomberg called Aleksandr Shurick Agapitov a Video Game Junkie with a $3 Billion Payment Powerhouse. Xsolla provides game developers and publishers with payment, billing, distribution, and marketing tools to sell in-game digital items such as “skins” that change a character’s appearance or virtual pets on a global basis. It is privately held and headquartered in Los Angeles with offices and R&D facilities around Europe and Asia. Xsolla has partnered with companies like Twitch, Ubisoft, Epic Games, and PUBG Corporation to broaden its services portfolio, which now includes payments, e-commerce, antifraud, analytics, customer support, content optimization & distribution, authentication, and more. 

In February, Agapitov launched a metaverse-based project called X.LA. Like Xsolla, it will incentivize those who create in the metaverse. The X.LA Foundation has an objective in evolving traditional corporate partnerships and assisting people all over the world in becoming equal benefactors for their work, creations, and services through the use of novel Web 3.0 technologies and concepts. Join us to learn more.

Aleksandr “Shurick” Agapitov, Founder of Xsolla and Founder and CEO of X.LA

Alexandre Caron (’23), President, Family Business Association, MBA Candidate, UCLA Anderson
Holly Han (’02), Director of Special Projects and Steinbeck Family Business Seminar, Price Center, UCLA Anderson

4:00 – 5:00 p.m.
Innovation: Learning through Failure

How can the fear of failure stymie success? This session will discuss some of the impediments to innovation and what firms can do to innovate more effectively.

Olav Sorenson, Joseph Jacobs Chair in Entrepreneurial Studies; Professor of Strategy; Faculty Research Director, Price Center for Entrepreneurship & Innovation

5:00 - 6:00 p.m.
Cocktail Reception

May 20, 2022

8:00 - 8:45 a.m.
8:45 - 9:30 a.m.
Understanding your Customer

Los Angeles-based NorthStar Moving Company provides luxury award-winning local, long distance and international moving and storage services. CODET Vision Institute offers cutting-edge ophthalmic care with world-class physicians, state-of-the-art technology and innovation, and efficient and warm patient care in Mexico. Both companies employ specific strategies to be successful in challenging markets.

Amy Siadak, President of House of Marketing Research, who helps non-profits, private companies and Fortune 500 companies, will host a conversation about identifying the right customer and the importance of customer service with Daniel Chayet, CEO of CODET Vision Institute and Laura McHolm, Co-Founder and Chief Marketing Officer of NorthStar Moving Company.

Daniel Chayet (‘13), CEO, CODET Vision Institute
Laura McHolm, Co-Founder and Chief Marketing Officer of NorthStar Moving Company

Moderator: Amy Siadak, President and CEO, House of Marketing Research

9:30 - 10:30 a.m.
Investing and Economics in Unprecedented Times

COVID-19 and its variants. Ukraine. Supply chain disruptions. Higher inflation. Sharp increases in interest rates. Upcoming midterm elections. Labor markets in transition. In an environment of so much uncertainty and risk, what might the economy and investment markets hold in store as we look out to the remainder of 2022 and beyond. Professor Eric Sussman will cover the complex market, economy, regulations and technology, and offer predictions. Sussman has been voted Teacher of the Year 15 times by Anderson’s MBA students and was awarded the Citibank Teaching Award in 1998, the Neidorf Decade Teaching Award in 2008 and the University-wide Distinguished Teaching Award in 2015. He has also been recognized by Bloomberg Businessweek as one of the Top Ten Most Popular Business School Professors in the country.

Eric Sussman, Adjunct Professor, UCLA Anderson

10:30 - 10:45 a.m.
10:45 - 11:30 a.m.
Concurrent Breakout Sessions

Investing Capital in Today’s Challenging Environment for successful family business owners and entrepreneurs

Ryan Martinez will moderate a discussion with Brian Haloossim around the current economic outlook, investment challenges and how business owners are successfully investing in the current environment. This session will include an overview on Bernstein’s economic and market outlook along with a discussion on alternative, tax-efficient, and thematic investment trends.

AB | Bernstein is a leading global investment management and research firm with $780 Billion under management. In addition to managing capital for institutional investors, Bernstein manages money for successful business owners and entrepreneurs.

Brian Haloossim, Senior Managing Director, Bernstein Private Wealth Management
Ryan A. Martinez, Principal, Bernstein Private Wealth Management

The Case for Culture: Why Culture is Key to Business Success and How to Craft it with Intention

Employees spent the pandemic reflecting on their needs and aspirations, and many are not satisfied with the way things were. As companies figure out their return to office strategies post-pandemic, we talk about how to maintain a strong company culture in a hybrid work environment.

Bolton is a full-service insurance broker that handles the employee benefits, property and casualty and risk management needs for thousands of clients

Taylor Bridges, Employee Benefits Broker, Bolton & Company
Karen Gifford, Chief People Officer for Nobell Foods
Jacqueline Roth, Director of Employee Benefits, Bolton & Company
Jonathan Schreter (’00), Executive Vice President, Bolton & Company

11:30 a.m. - 12:15 p.m.
Leadership in a 75 Year Old Family Owned Farm

According to the USDA, between 1982 and 2007, land used in agriculture dropped from 54 to 51% of total U.S. land area, while farming used 30% less hired labor and 40% less operator labor. Yet farmers managed to increase output by nearly 50%. A family owned farm must evolve to survive and thrive. Join us for a discussion with Charles Muranaka of Muranaka Farm, Inc., third generation of the business that his grandparents founded in 1947. The farm leads the industry as one of the largest growers and shippers of green onions, radishes, cilantro and other vegetables to retailers such as Sprouts Farmers Market, Albertsons and Smart & Final.

Charles Muranaka, Executive Vice President, Muranaka Farm, Inc.

Moderator: Holly Han (’02), Director of Special Projects and Steinbeck Family Business Seminar, Price Center for Entrepreneurship & Innovation, UCLA Anderson

12:15 - 1:15 p.m.
Networking Lunch
1:15 - 2:00 p.m.
Concurrent Breakout Sessions

Locking in Human Capital: How to Compensate your Key Employees like Family
This session will provide ideas for innovative and effective compensation structures which treat your key employees like owners without giving them equity. It will show you how to design a long-term incentive plan which can recruit, reward, and retain top talent while growing your enterprise value and giving your key people all of the financial benefits of ownership without the burden. You will walk away with an understanding of two ways to financially reward your key people and set up an actionable plan to get them to think more like owners and participate in long term profitability that they help create.     

Chris Rhyme, Founder and Partner, The Business Transition Group
Christopher Welton (‘12), Wealth Management Advisor, Northwestern Mutual

Navigating Family Dynamics in the Succession Process

Succession planning is one of the biggest challenges facing family businesses. 32% of family businesses were apprehensive about the transfer of the business to the next generation, and 9% see the possibility of family conflict as a result (PwC Family Business Survey 2012). Lari Zelinsky-Bloom, CEO of Zelinsky Company, one of the largest painting and drywall companies in Hawaii, with Celine Casamina of Business Consulting Resources, will share her succession experience sandwiched between transitions, which included numerous family dynamics among multiple generations, spouses, siblings, and in-laws.

Lari Zelinsky-Bloom, CEO, Zelinsky Company

Moderator: Celine Casamina, Consultant, Business Consulting Resources

2:00 - 2:15 p.m.
2:15 - 3:15 p.m.
“Bond. James Bond.” Meet The Family Behind the 007 Franchise

In 1962, Sean Connery introduced Ian Fleming’s character to movie audiences around the world with the iconic line, “Bond, James Bond”. Now more than 25 films later, Albert R. Broccoli’s EON Productions Ltd celebrates its sixtieth anniversary as the creator of the longest, continuous film franchise in history.

EON Productions Ltd was originally founded by Albert R. “Cubby” Broccoli and Harry Saltzman to produce the film “Dr No”. Little did they know it would turn into such a global franchise. 

Salzman left the partnership in 1975 after nine films and Cubby continued to produce the films as a family operation. To this day, the franchise is produced by Cubby’s daughter, Barbara Broccoli, and stepson, Michael G. Wilson, as well as involving several other family members in executive positions.

James Bond became the fabric of everyday life for the Broccoli-Wilson family. Barbara was seven when she realized that James Bond, who was discussed regularly at the dinner table, was not a real person. Barbara and her brother Michael have since produced the most successful Bond films ever made, including Casino Royale, Quantum Of Solace, Skyfall, Spectre and No Time To Die.

Michael began his film career as a production assistant on Goldfinger during his school’s summer holiday and later, as a lawyer, became instrumental in helping the family to sort out legal issues that led to United Artists purchasing Salzman’s stake in the business. At the time, he took a leave of absence from his law firm for what was meant to be six months but turned into a fifty year engagement! He has co-written many of the Bond film screenplays as well as co-producing and his engineering background has come in handy for many of the complex action sequences, beginning with the opening of Moonraker in which Bond is thrown from a aeroplane without a parachute.

David G. Wilson, Michael’s son, spent his summers working on Bond films as a teen, starting with “License to Kill” in Mexico City. Returning from Japan in 1994, he joined EON Productions Ltd as an Assistant Director on GoldenEye. Since then, he has worked in production, licensing, merchandising and script development. Join us for a conversation with David and a discussion about the franchise.

David Wilson, Partner at Tyr Ventures; Assistant Producer, James Bond Movie Series

Moderator: Alfred E. Osborne, Jr., Professor and Faculty Director, Price Center for Entrepreneurship & Innovation, UCLA Anderson

3:15 - 3:30 p.m.
Session Speakers
The Steinbeck Family Business Seminar has been made possible through the generous support of Jay Steinbeck and our sponsors.

Past Seminars
Contact Us

Email or call (310) 825-6368.