In late 1981 Bill Kroske called and said he wanted me to meet with him and Ben Kane who had been quite
successful in selling Century 21 franchises in New York. Ben had been involved in a company that insured
home buyers" plumbing, electrical, heating, etc. and provided the companies that would do the repairs.
He proposed that we start up a franchise composed of all property services without the insurance angle. A
franchise that would included all property needs from roofs to rose gardens, glass to gazebos, and painting
to plumbing and everything in between. They would all identify under one logo. If you had 40 companies
averaging two trucks per franchisee then each would have 80 trucks bearing their logo. In addition to their
coop-advertising when on a job each company would also look for work for other members. All of these would
make them look large and successful. That was the concept.
Bill got a hold of Dr. Dick McKenna, his old partner who had worked with me in developing the Century 21
Sales Management Academy. They put together some test groups of sub contractors. A decision was made to
proceed and while the business plan was being created we debated on the name. The final selection was
submitted to a some artists and this logo won first place plus the slogan, "Dial One to Get One".
I was still in the Senate so I had little to do with the start up except to attend Board meetings in Long
Beach. Bill, Ben and Dick were the engine and they went to work creating the first group of Dial One
franchisees in the greater Long Beach Orange County area utilizing my Century 21 headquarters building.
When that was well on the road Bill concentrated on selling State Master Franchises as well as foreign countries.
He started with the Century 21 gang that owned Master Franchises and within little more than a year 16 states
were involved and we had 500 plus franchisees. Internationally we had Canada and Japan. For 3 years running we
were the fastest growing franchise with TV commercials running in a dozen markets.
I had reserved Northern California as a Regional Franchise and had set up an office in Sacramento with a manager.
We got it off the ground but in our third year we maxed out at 21 members and stagnated. About half of them were
improving but the others began to experience financial problems and it was easier to blame Dial One than face
the fact they weren’t following the program.
The concept was flawed. The mistake was not requiring proven business skills and examining their financial
statements. The small companies were easy to sell because they were looking for a fast way to grow and had
little business training and were usually undercapitalized. Many had difficulties with the disciplines of
providing uniforms, covering their shoes when entering a house, vacuuming and tiding up when they were
finished and promptly settling complaints. Other problems were keeping their trucks clean, having them
painted white with the proper signs applied and training their workers to look for work for the other
Dial One trades while on a job. The bottom line was that few understood how to manage their employees
or a business and our training programs failed to overcome entrenched habits.
When I left the Senate in December of 1984 I worked full time trying to get our franchisees up to speed while
increasing our numbers but nothing was working. Kroske and McKenna closed International and moved on.
My final attempt to rescue it was with one of the founders who had retained Orange County. He had developed
an extensive computer program used by the franchisees for accounting and keeping track of referrals, etc.
Unfortunately he invested too much on the computer program. In addition to a substantial debt he was also
facing the same problem of losing franchisees.
We gained control of Dial One International but it was too far gone to obtain financial backing so we succumbed
to a Venture Capitalist who managed to tube it within a year. I finally walked away from a great concept and
extremely large investment.
However, there are many fine, successful companies bearing the Dial One logo in the States and Canada. You can
find them on line but I believe they operate as individuals scratching each other's backs and sharing in group
advertising and the advantage of appearing large, professional and successful. They are the ones that either
already knew or, rapidly learned how to operate a business.
Kathleen Norris was mentioned in regards to the Select Committee on Anatomical Gifts. I had given
door prizes to Republican Groups in my District that included lunch with the Senator, a tour of the restored
capital and a seat on the Senate floor if we were in session. Staff notified me that a Mrs. Norris of Newport
Beach had called and made arrangement for herself and her two children. I invited Carolyn and the children to
join us at the Firehouse in Old Town. After we had eaten I had to leave to get back to the Capital.
However, when I got home that night Mrs. Norris and her children were there. Carolyn had invited them for dinner
after they toured the Capital. She was an attorney practicing family law in Newport Beach, divorced and very much
concerned about continuing to raise her son and daughter in a permissive area of teen agers with expensive cars
and drugs. And, she didn’t want to continue with family law, not because of her clients, but because of the
opposing attorney's ethics.
Those were the reasons she had bid on "The Day with the Senator" when it was auctioned off at a luncheon in
Newport Beach. She felt the visit would give her insights to job opportunities and a more reasonable life
style for Rusty and Sarah who were 11 and 13. She was a pleasant lady who obviously cared for her children.
Shorty after that Carolyn invited a Psychiatrist, who she had met at a meeting of the Senate Wives, to the
house to meet me and discuss a children's program he directed that was funded by the State. He asked for my
help in expanding the program so I asked my Chief of Staff to check it out.
A few weeks later Carolyn said she was seeing some old friends who lived in San Francisco for the week end.
When she returned she told me she loved the Psychiatrist and filed for divorce. I moved to an apartment near
the Capital and after we had gone through several attempts to put our marriage back together she made it
clear she couldn’t give up her lover.
Her four children plus Colleen and Lisa lived with us in the Mi Court house. We had been a family and I have
stayed in touch with them and helped them when I could. Kari has two children and lives in the hills above
Los Angeles, Todd is in the Army Medical Corps in Iraq and Chris is in Santa Fe, New Mexico with his sister
Stephanie who has three children.
Before the divorce was finalized, her lover dumped her and stiffed her for money he had borrowed telling her
he had spent more than that amount on her. She moved to Tahoe Village with the children. I sold Mi Court and
bought a condo in Sacramento nearer the Capitol.