A Younger Face for Local Chambers of Commerce

This isn't your grandfather's Chamber of Commerce.

In a dimly lit bar lounge Wednesday, recent college graduates, young store managers and blossoming entrepreneurs mingled in front of swanky white curtains and sleek leather sofas.

These masters of social media and all-things digital have much to teach older generations of business leaders but may lack the finesse for in-person networking and leadership prowess they'll need to someday govern a Chamber of Commerce. They came together at Luxe in Dana Point, a new, hip restaurant,  for their first networking mixer as the South Orange County Young Professionals Society.

The society was co-founded by the chambers in San Juan Capistrano, San Clemente and Dana Point to—aside from encouraging the professional development of young adults—weave business relationships among all age groups and to promote commerce in the tri-city area.

"A lot of chambers of commerce are kind of having an identity crisis," said CEO Mark Bodenhamer. It's a predicament that has surfaced in the Information Age, as small-business owners now have endless resources at their fingertips. "We're reaching out to an audience that hasn't generally paid attention [to us]."

The formation of the young professional society is one of several new moves made by the . It will soon unveil a new website, and earlier this year, created a council aimed at attracting .

About 20 people showed up to rub elbows Wednesday. Bodenhamer referred to the society as a minor league of sorts for the chamber, pointing out young members who had already taken active roles in organizing upcoming events.

Ben Medina, 25, is among them. At 20 years old he started Friendly FixIt, an on-site computer support and repair company. Unlike many young adults, however, he knew about—and actually joined—the San Clemente Chamber of Commerce while establishing his business.

He believes the Young Professionals Society will foster a sense of community, an important business asset, since many young people spend so much of their time in front of computer screens.

"In our generation today, there's more ways of doing business than just from your board," he said.

Upcoming Young Professionals Society events: 5:30 p.m. June 29 at the Next Door in San Clemente and 5:30 p.m. July 27 at and Saloon. Admission into the events is $10 for non-members.

Correction: This article was updated at 11:10 a.m. to correct a quote from Ben Medina, and to reflect a change in the date for the June 29 networking mixer.