Bizwatch: The Parents Handbook |

Bizwatch: The Parents Handbook

Daily Staff Report
Vail, CO, Colorado
Special to the DailyDavid Sandberg, founder of the Parents Handbook, with his wife Nancy and kids David and Leah.

Business name: Value Media Inc. Our product is The Parents Handbook to the Vail Valley and its sister publication, The Parents Handbook to Summit County.

Date opened: Value Media Inc. was founded in March 2004. The first issue of TPH was released in the Vail Valley in Nov. 2004.

The first Summit County publication was launched in May of 2005.

Owner: Alan Sandberg

Contact info:, or Alan Sandberg, 390-3533.

Participate in The Longevity Project

The Longevity Project is an annual campaign to help educate readers about what it takes to live a long, fulfilling life in our valley. This year Kevin shares his story of hope and celebration of life with his presentation Cracked, Not Broken as we explore the critical and relevant topic of mental health.

What goods or services do you provide? We are a family guide that targets the parents, grandparents, and other child care-givers of year ’round locals, second home owners, and destination visitors.

The Parents Handbook seeks to answer the eternal question: “What are we going to do with the kids today?” We accomplish this through our bi-annual publications, Internet presence, TV partnerships, and local family event sponsorships. We provide extensive information on family friendly activities: Cultural and education programs, indoor and outdoor activities, restaurant and shopping choices, and a wide ranging calendar of events.

What strategy do you use to differentiate your business from your competition? The Parents Handbook caters exclusively to the family market, focusing on parents, grandparents, and other child care-givers because they are the decision makers.

What philosophy do you follow in dealing with your customers? What can your customers expect from you? Honesty and integrity. We follow the golden rule by treating all of our clients as we want to be treated. Our goal is to exceed the expectations of our clients. We look at our clients as partners.

Tell us a little about your background, education, and experience: I have a finance degree and spent many years working in the accounting and finance field. It was my experience as a father to a 4- and 6-year-old in Avon that I realized there was not one specific place to find the answer to that eternal question: “What am I going to do with my kids today?” Therefore, The Parents Handbook was born out of the need felt by my friends, my neighbors and myself.

What is the most humorous thing that has happened at your business since you opened? I get a chuckle when I remember my initial discussion with a long time client who was reluctant to believe me when I said that my wife did not create The Parents Handbook. She was convinced that only a woman could come up with a publication that was so “sensitive” to family needs. We both still laugh about it.

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