THE DAILY BUSINESS REVIEW – Securities
Father, daughter say they were duped of $1.3 million
August 11, 2009 By: Billy Shields
Miami Beach accounting firm Gerson Preston Robinson is being sued by a Miami woman and her father who claim they were bilked out of almost $1.3 million invested through the firm in development companies that owned no property.
Sheri Cholodofsky and Barry Barak sued Gerson Preston and firm partner Alan Lips last week in Miami-Dade Circuit Court, claiming the accountant promised they’d make a 100 percent return on investments within four years. The lawsuit alleges violations of state securities laws, sale of unregistered securities and fraud.
Lips pretended that he invested in the same development companies when he was selling the father and daughter on the investments — ultimately coaxing $1.3 million from them between 2002 and 2006, according to the complaint.
The plaintiffs contend Lips sold them shares of eight companies that he represented owned real estate and planned condo and other developments. But the plaintiffs later discovered the companies actually owned interests in financially struggling entities and didn’t own any property, according to the suit.
“We thought [the companies] actually owned the real estate,” said plaintiff attorney Bruce Katzen, a partner with Kluger Kaplan Silverman Katzen & Levine in Miami, referring to the LLCs. “As things went bad, my clients met with Lips and said, ‘OK, well at least we own the property.’ Then we found out that we really don’t own real estate in this entity. We own an interest in an entity, and that entity is underwater or in bankruptcy.”
Lips’ attorney, Jose Rojas, a partner with the Rojas Law Firm in Miami, said Lips consulted with an attorney before carrying out Barak and Cholodofsky’s investment wishes and that the investments were legal and complied with the law.
Lips “looked to an attorney for advice and followed the advice,” Rojas said. “This appears to be another one of these cases of people looking for somebody to blame when the economy goes south. Instead of taking their losses, they’re looking to sue somebody to try to recover their money.”
Gerson Preston’s attorney, Tew Cardenas shareholder Joseph DeMaria of Miami, said the accounting firm didn’t sell securities to the couple but provided accounting services.
“Alan Lips wore two hats, he was the lead accountant and at a certain point in time he did work for a developer and he raised money for the developer,” DeMaria said. “Is Gerson Preston liable for Alan Lips’ conduct when he was wearing his other hat? Our position is no.”
The plaintiffs allege that Lips and the accounting firm sold securities without registering them with the Florida Office of Financial Regulation, claiming they were exempt transactions. But those transactions did not meet the exemption requirement under Florida statutes because Lips solicited business and did not make necessary documented disclosures to the plaintiffs, the complaint contends.
The defendants “did not register these securities, and they’re also not licensed to sell them,” Katzen said. “Alan would come in and say, ‘Look, I’ve got this great investment, and you’re like part of the family.’ A stockbroker would be different, but coming from a CPA that you feel is reliable, they felt it was credible.”
DeMaria said it is still an open question whether the investments could be characterized as securities.
DeMaria said the plaintiffs were happy as long as they were making money. He said Barak and Cholodofsky got their principal back and turned a profit on their first $100,000 investment with Lips in 2002.
In that investment, the plaintiffs bought shares in Cobblestone Investors, a limited liability company Lips controls that uses the same Miami Beach address as Gerson Preston, according state corporate records. The company was created to develop real estate in Stuart, according to the lawsuit.
“What they’ve done is reach out to look for violations of the securities law and then tried to go a step further to go for the deep pocket because the economy wiped out the value of these developments,” DeMaria said. “Barak himself knew exactly what was going on. He’s a very sophisticated man, and he was basically advising his daughter.”
Cholodofsky befriended Lips in 1999, according to the complaint. Three years later, she began to invest with Lips.
Seven of the eight companies she and her father bought stakes in share the same address with Gerson Preston.
Lips invested the money in limited liability companies such as Star Investment, Austin Davie Investment and Monte Carlo Investment, which owned other real estate entities. He used the Gerson Preston offices to meet with the plaintiffs and handle their transactions, according to the complaint.
Katzen claims as many as two dozen other investor groups bought shares through Gerson Preston in a similar arrangements.
DeMaria said Barak and Cholodofsky knew intimate details of the investments they bought and characterized the lawsuit as an effort to recoup losses in the wake of the real estate collapse.
“It’s like musical chairs, and they want Gerson Preston to be the one without a chair when the music stops,” DeMaria said.
Billy Shields can be reached at (305) 347-6649.

DAILY BUSINESS REVIEW – JULY 2009
THE LOS ANGELES TIMES – JULY 2009
Friday, August 14, 2009
Advertising & Marketing
Businesses, brands make fans of Facebook friends and strangers
South Florida Business Journal – by Jeff Zbar
The YMCA of Broward County regularly e-mails many of its 30,000 members, and sends fliers about news and events. But, administrators wanted an even closer member relationship.
So in July, they created a “fan” page on Facebook. Now, almost 100 people have become fans. Dialogue and the organization’s brand are growing, said Judi Erickson, the YMCA’s director of marketing communications.
“It’s interesting to see the dialogue and activity,” she said. “It’s a good opportunity for members to communicate with each other, and for us to be a resource.”
When Facebook users get the message that someone “suggested you become a fan of” something, what does that mean? For some executives, it means Facebook has become a marketing tool for business.
Social media can empower business branding. But, while LinkedIn and Twitter have obvious business tie-ins for some, Facebook only of late has earned similar appeal. Many organizations, companies and products have created Facebook fan pages so brand loyalists, organization members and those who use the product can share information that’s relevant to the group, said Margo Berman, a professor of advertising at Florida International University.
“It’s a powerful communication device because you know you’re communicating with a highly interested audience,” said Berman, the author of “Street-Smart Advertising: How to Win the Battle of the Buzz” and “The Brains Behind Great Ad Campaigns.” “But, instead of creating commercials or participating in contests, fans are talking about what interests them. They’re posting images, inviting each other to events, and sharing insights.”
For Miami law firm Kluger, Kaplan, Silverman, Katzen & Levine’s 116 fans, the page is a testament to its changing client base, partner Todd Levine said. Tech-savvy and keen for news and information delivered fast, clients and prospects are prone to engage in a more personal dialogue with the firm, as opposed to the firm “simply distributing information,” he said.
“Social media also lets us showcase the more human side of our law firm, our values, people and culture,” he said. “We may be recognized as strong litigators in the courtroom, but social media vehicles provide a window into who we are.” Argo Digital Solutions’ five-month-old fan page has tallied 191 fans, who read about technology updates, distribution deals and industry news, and watch company videos, said Jason Kates, founder and CEO of the digital out-of-home media company. The page also helps Argo strengthen its brand when prospective clients or partners perform due diligence about the company, he said.
“Before anyone engages your services or even begins a serious conversation, they will thoroughly check out you and your company’s work, credibility and reputation,” Kates said. “Facebook is usually on the first page of those searches.”
Updating a fan page can be labor intensive, said the YMCA’s Erickson, who invests about an hour a week, with the goal of posting about a dozen updates a month.
Hollywood attorney David W. Singer, who spends an hour or two a day on Facebook, has more than 350 fans.
“Many are friends, some are strangers … people beyond my normal reach,” he said.
Posting requires a sensitivity and discretion. Tom Moleta, president of Miami ad shop Turbulence, was recently set to hire a prospective creative director for a project. When Moleta saw pictures of the man’s partying ways on Facebook, he decided to hire someone else.
“It’s interesting to me that people divulge so much personal stuff on Facebook,” he said.
Added Levine: “Social media is a great way to communicate with our target audiences, so long as we are communicating the right information.”THE DETAILS:
A fan page can be set up either as part of an individual user’s account, or as its own account. To set up a fan page, go to Facebook and log in, or create an account.
At the bottom left corner of the screen, click the Group icon (with an image of two people). Click on Create a Group on the right side of the page. Then, scroll down to Select Category. Choose “Just for Fun.” Then, right next to that, see Select Type. Choose “Fan Clubs.”
jeffzbar@gmail.com | (954) 346-4393