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The Power of Storytelling: How Local Businesses Are Winning Hearts in East Texas

By
Lee Allen Miller
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Walk into any shop in the Texas Forest Country, and you’ll notice something unique. It’s not just the products or services on offer—it’s the story. Whether it’s the family-owned café that’s been passed down for generations or the solar company making a difference in rural communities, every business here has a tale worth telling.

Storytelling has always been part of our East Texas heritage. It’s how we connect, build trust, and keep traditions alive. But in today’s world, it’s also a powerful business tool. Companies big and small are discovering that sharing their story isn’t just about preserving their legacy—it’s about standing out in a competitive marketplace.

Why Stories Matter in Business

Think back to the last time you chose one brand over another. Was it just about price or convenience? Or was there something more—a personal connection, a sense of trust, or even a feeling of pride in supporting someone local?

That’s the magic of storytelling. It transforms businesses into more than just names on a sign. It makes them relatable, authentic, and memorable.

Take the example of Sarah and John Thompson, owners of a boutique furniture store. They started their business after inheriting John’s grandfather’s woodworking tools.

“It’s not just about selling furniture,” Sarah says. “It’s about sharing pieces of craftsmanship that people will cherish for years.”

When they began sharing the story of John’s grandfather on social media, customers responded overwhelmingly.

“People started coming in just to hear about Grandpa’s tools,” Sarah laughs. “They’d say, ‘I feel like I know you already.’”

That’s the power of a good story—it builds connections that last.

How to Find Your Business’s Story

So how can other businesses in the Texas Forest Country harness this same storytelling power? It’s simpler than you might think:

  1. Start with Your Why
    Every business begins with a spark of inspiration. Maybe it was a dream to be your own boss, or a desire to solve a problem in your community. Whatever it is, your “why” is the heart of your story.
  2. Focus on Impact
    How does your business make life better for your customers? Share those moments—like the family that saved money on energy bills after switching to solar, or the couple who found their dream home with the help of a local realtor.
  3. Put Faces to the Name
    People connect with people. Share photos and stories of your team, your customers, and even your family. It’s these personal touches that make your business stand out.

Real-Life Success Stories

One of the best examples of storytelling in action comes from right here in East Texas. A bakery, struggling to compete with national chains, began sharing the story of their founder on Instagram—how she learned to bake from her grandmother and decided to open the shop to keep those family recipes alive.

Within months, their posts were drawing hundreds of likes, and their sales began to climb.

“It’s amazing what happens when people see the human side of your business,” the owner said. “They want to support you because they feel like they’re part of your journey.”

Why Storytelling Is the Future

In a world where big-box stores and online retailers dominate, storytelling is a way for local businesses to thrive. It reminds customers why they love supporting East Texas businesses—the authenticity, the connection, and the shared values that make our community special.

At MSGPR, we believe every business has a story worth sharing. From crafting social media campaigns to creating video content that tugs at the heartstrings, we help businesses connect with their audience in meaningful ways.

So, the next time you’re shopping local, take a moment to ask the owner about their story. You might just find it’s the best part of what they’re selling.

With a Little Help from Their Friends: Comptons, Fellow Local Artists to Perform at Kennedy Center

By
Gary Stallard
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Angelina College’s Beckie Compton (front row, far left) poses with husband Bryan (top row, second from right) and friends during a recent rehearsal. The Comptons and these other musicians and vocalists will perform as part of “Saviour: A Modern Oratorio” on Feb. 3 at the Kennedy Center in Washington, D.C. (Gary Stallard/AC News Service photo)

Over the past few years, Angelina College’s Beckie Compton and husband Bryan have had the privilege of performing at one of the nation’s most revered venues: Carnegie Hall. Just last summer, the couple were part of the performers backing Grammy- and Dove Award-winning artist Lauren Daigle.

Beckie and Bryan Compton, who have performed twice at Carnegie Hall, will take a group of friends along for a Feb. 3 performance at the Kennedy Center in Washington, D.C. (Gary Stallard/AC News Service photo)

Shortly after the Daigle concert, Beckie received another request from True North Presents, the organizers of the previous performances. This time, the organization was inviting Beckie and Bryan to a performance at yet another hallowed hall: The Kennedy Center in Washington, D.C.

And this time, the Comptons were asked to bring along some friends.

“The organizer of this upcoming event contacted me and told me they had some openings,” Beckie said. “First he asked about the orchestra, and I was like, ‘Yeah, I definitely know some people.’ The main thing is he wanted to be sure they are high-caliber musicians who were willing to work on the music before we go up there.

“I looked at the music and I knew our friends could do this.”

The Comptons and friends will be a big part of “Saviour: A Modern Oratorio,” which will celebrate the 30th anniversary of the composition and will take place on Monday, Feb. 3. in Washington.

Beckie said the performance will offer two parts: The first will feature guest performers, including Dove Award nominee Travis Cottrell, among others. The group from Lufkin will back Cottrell and the other vocalists.

The second half will consist of the full performance of “Saviour: A Modern Oratorio.”

Beckie, who currently serves as Chair of AC’s School of Visual and Performing Arts, regularly hosts concerts on the Angelina College campus. Musicians and vocalists from all over East Texas perform with her, with nearly all of them having some sort of connection to Angelina College – including current and former employees and students, with most of them members of the East Texas Praise Symphony or the AC Chorale and Friends.

Angelina College’s Beckie Compton directs the orchestra and choir during a recent concert at Temple Theater on the AC campus. (Clara Sonet/AC News Service photo)

From such a deep pool of talent, Beckie was able to fit the requested needs for the upcoming Kennedy Center performance.

“I wish I could have invited all my friends here, but there were only so many openings offered to us,” Beckie explained.

Joining the Comptons (Beckie on piano and Bryan as a vocalist-bass) at the Kennedy Center will be vocalists Billy Forrest (tenor), Cliff Layton (tenor), Keith Elliott (tenor), Dana Forrest (alto), Cheryl Sims (alto), Tammy Oliver (soprano), Shelby Brown (soprano) and Sarah Jackson (soprano).

Instrumentalists include Steven Brown (trumpet), Stephen Sterling (tuba), Evelyn Walker (flute), Lori Letney (flute), Ramona Elliott (flute), Karen Mitchell (clarinet), Connor Ainsworth (timpani) and Martha Johanna (harp.)

Angelina College’s Beckie Compton presents the orchestra to the crowd during a recent concert at Temple Theater on the AC campus.(Elizabeth Craig/AC News Service photo)

Bryan noted that his wife’s reputation had a lot to do with bringing along an entire contingency of East Texas performers.

“It really says a lot about her name in the music community that the organization trusted her to find quality musicians and singers,” Bryan said. “We’re going to be sitting alongside professional performers, and they knew Beckie would find the right people for the job.”

“It’s an absolute honor to get to be a part of this,” Beckie said. “I’m particularly pleased that the college allows me to participate in this as part of professional development.

“But even more awesome is getting to bring my friends with me and to see their excitement building. We’ve been rehearsing – mostly they’ve been coming to my house – and it’s just so much fun to do this together.”

Angelina College’s Beckie Compton (front row, far left) poses with husband Bryan (top row, second from right) and friends during a recent rehearsal. The Comptons and these other musicians and vocalists will perform as part of “Saviour: A Modern Oratorio” on Feb. 3 at the Kennedy Center in Washington, D.C. (Gary Stallard/AC News Service photo)

 

Take a Break Outdoors to Boost Your Productivity

By
Lee Allen Miller
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In the fast-paced world of modern business, the drive to achieve can often leave us chained to our desks. But what if the secret to greater productivity isn’t grinding harder, but stepping away? Taking intentional breaks outdoors can refresh your mind, boost creativity, and recharge your energy—all essential elements for success.

The Science Behind Nature and Productivity

Studies consistently show that spending time in nature has profound benefits for mental and physical health. Exposure to green spaces reduces stress, improves focus, and enhances problem-solving abilities. For leaders and entrepreneurs, these moments of clarity can spark innovative ideas and provide the reset needed to tackle challenges with fresh energy.

How Outdoor Breaks Enhance Leadership

As a leader, your energy and mindset set the tone for your team. By modeling the practice of stepping away and engaging with nature, you demonstrate the importance of balance and self-care. This not only enhances your own productivity but encourages your team to adopt healthier work habits.

Some key benefits include:

  • Mental Refresh: A short walk or break in a park can alleviate mental fatigue, helping you return to tasks with sharper focus.
  • Increased Creativity: Nature has been shown to inspire innovative thinking, making it the perfect antidote to creative blocks.
  • Enhanced Decision-Making: Stepping away from high-pressure situations allows for more thoughtful and balanced decisions.

Practical Steps to Integrate Outdoor Breaks

Incorporating outdoor time into your routine doesn’t require a major lifestyle overhaul. Try these simple strategies:

  1. Schedule Regular Breaks: Block 10-15 minutes on your calendar each day for a quick walk outside.
  2. Hold Walking Meetings: When possible, take your one-on-one discussions outdoors.
  3. Create Outdoor Workspaces: If you have the option, work from a patio or park for a change of scenery.
  4. Reflect and Recharge: Use outdoor breaks as a time for prayer, reflection, or simply soaking in God’s creation.

Aligning Work with Faith and Balance

Taking breaks outdoors aligns beautifully with the principles of faith-driven success. It’s a reminder to pause, reflect, and reconnect with what truly matters. As Psalm 23:2-3 reminds us, “He makes me lie down in green pastures. He leads me beside still waters. He restores my soul.” Allowing yourself these moments of restoration equips you to lead and serve with renewed purpose.

The ROI of Hiring an MSP: How It’s Helping Texas Forest Country Businesses Thrive

By
Alec Castleberry
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For businesses in Texas Forest Country, technology plays a vital role in day-to-day operations and long-term success. However, many organizations struggle with the high costs and challenges of managing their IT in-house. That’s where Managed Service Providers (MSPs) come in, offering an efficient and cost-effective way to handle IT needs while delivering a strong return on investment (ROI).

The Hidden Costs of In-House IT

Managing IT internally might seem like a straightforward solution, but hidden costs can quickly accumulate. From hiring and training skilled IT staff to maintaining hardware and software, the expenses often outpace the perceived benefits. Unexpected outages or cybersecurity breaches add another layer of financial strain, diverting valuable time and resources away from core business activities.

MSPs provide an alternative that delivers exceptional value by streamlining operations, reducing downtime, and offering expert support tailored to your business needs.

How MSPs Add Value to Texas Forest Country Businesses

1. Predictable Monthly Costs

With an MSP, businesses can enjoy predictable, budget-friendly pricing. Instead of dealing with surprise repair costs or urgent upgrades, a fixed monthly fee covers comprehensive IT support. This helps businesses plan more effectively and avoid financial surprises.

2. Reduced Downtime

Every moment of IT downtime impacts productivity and revenue. Whether it’s a server crash or a software issue, downtime can strain customer relationships and hurt business reputation. MSPs proactively monitor systems 24/7, identifying and resolving issues before they disrupt operations.

3. Access to IT Expertise

Finding and retaining top IT talent is a challenge for many businesses in the region. MSPs bring a team of experienced professionals who stay updated on the latest technologies and trends. This ensures businesses have access to the best solutions without the costs of recruiting and training.

4. Enhanced Cybersecurity

The risk of cyberattacks continues to rise, and older IT systems are particularly vulnerable. MSPs provide advanced security measures, including threat detection, encryption, and routine updates, to protect sensitive business data and maintain customer trust.

5. Scalability to Support Growth

As businesses expand, their IT needs grow too. MSPs offer scalable solutions that adapt to changing requirements, whether it’s adding new employees, upgrading systems, or implementing new technologies. This flexibility ensures IT infrastructure can grow alongside the business.

Why ROI Matters for Local Businesses

For businesses in Texas Forest Country, every dollar counts. The ROI of partnering with an MSP goes beyond financial savings—it empowers businesses to focus on their goals while leaving IT management to trusted experts. From enhanced productivity to improved security, MSPs are transforming how local businesses operate and compete in an increasingly digital world.

State of The County (Angelina County)

By
Diana De Leon Bon
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Join us Friday, February 7, for our February First Friday Luncheon where Angelina County Judge Keith Wright will provide insights into the State of the County. The luncheon will be held at the Pitser Garrison Convention Center and we encourage you to arrive early.

Secure your spot now: bit.ly/Feb-FFL-25

Special thanks to our Presenting Sponsor, Lufkin Coca Cola Bottling Company, State of the County Presenting Sponsor, Woodland Heights Medical Center, Media Sponsor, The Lufkin Daily News, and our $100 Drawing Sponsor, Servpro of Lufkin & Nacogdoches.

Don’t miss this opportunity to connect with our community and stay informed about the happenings in Angelina County. See you there!

Ashby Files HB 2000 in Memory of Audrii Cunningham

By
Rep. Trent Ashby
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AUSTIN – State Representative Trent Ashby (R – Lufkin) today filed House Bill 2000 in memory of Audrii Cunningham. 

“Today, I have filed HB 2000, Audrii’s Law, named in memory of Audrii Cunningham, whose life was tragically ended in February of last year. Audrii’s death rocked our community, and this legislation seeks to prevent future tragedies by closing a legal loophole that allows violent sex offenders to stay off the sex offender registry,” Ashby said. 

Before Audrii’s death, her assailant, Don McDougal, was accused of indecency with a child after attempting to molest a young girl in 2007. After striking a plea deal, McDougal was charged with a lesser charge of enticing a child, which does not require the offender to register as a sex offender. 

“It is unconscionable that a violent criminal like McDougal was arrested and charged for attempting to molest a child and then was able to walk the streets without registering as a sex offender,” said Ashby. “Criminals with a history like McDougal need to be on a publicly available list so that people can protect themselves and their families from tragedies like what occurred in Polk County.” 

During the 88th Legislative Session, the Legislature established child grooming as a criminal offense. However, this newly created offense does not require individuals found guilty of child grooming to register on the Texas Sex Offender Registry. 

“House Bill 2000 will add child grooming to the Sex Offender Registry and address the shortcomings in the law that tragically failed Audrii Cunningham and her family,” Ashby said. I look forward to passing this bill into law to ensure that our children are protected from predators that could be hiding in plain sight.” 

Trent Ashby is in his seventh term as a member of the Texas House of Representatives. He currently represents a six-county region that includes Angelina, Houston, Polk, San Augustine, Trinity, and Tyler Counties.

Digital Marketing Workshop (Trinity County)

By
Diana De Leon Bon
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0

News from the Weaverville Chamber of Commerce! 
We’re thrilled to invite you to an informative Digital Marketing Workshop led by our very own Bradley Everest!

Join us as we dive into the world of Facebook and Instagram and learn how to harness these powerful tools to elevate your business and maximize your marketing efforts! 
Date: February 4th
Time: 6:00 PM – 7:30 PM
Location: Trinity Alps Restaurant and Lounge

Here’s what’s in store:
– Valuable insights into effective digital marketing strategies
– Tips to save time and boost your online presence
– Networking opportunities with fellow local business owners 

Pricing Options:
Silver & Gold WCOC Members: FREE!
Individual & Non-Profit Members: $10
Non-Members – General Public: $20

Don’t miss out on this chance to enhance your digital marketing skills! Reserve your spot today! We can’t wait to see you there!

#Trinity #LocalHighlight #TrinityCounty #TrinityCountyChamber #WeavervilleChamber #Weaverville #Workshop #TrinityAlpsLounge #SupportLocalBusiness #Explore #Landscape #NatureLovers #Outdoors #ShastaCascade #NorCal #VisitCalifornia #Aesthetic

Speed Networking (Angelina County)

By
Diana De Leon Bon
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Join us THIS Friday, January 24 at 8 AM for an exciting round of Speed Networking at our next Power Networking Breakfast, presented by Angelina College SBDC. This Speed Networking event is brought to you by Commercial Bank of Texas.

Attendance is free! While registration is not required, it is strongly encouraged to help us plan accordingly. Register today >>> bit.ly/PNB-0125

Don’t forget to bring your business cards and perfect those elevator pitches. See you there!

Chili, Gumbo, Soup Cook Off (Shelby County)

By
Diana De Leon Bon
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First Methodist Church is having its annual Chili, Gumbo, Soup Cook-off on Sunday, February 2nd! Everyone is invited to participate! $10 Team Entry Fee for Amateurs.

Date/Time Information:
Sunday, February 2, 2025, from 4:00 pm to 5:30 pm

Location:
First Methodist Church, Center
211 Porter St., Center

More info and registration form:
www.CenterFirst.org or call the church office at 936-598-2707

Registration Deadline:
January 28, 2025

Angelina College Athletics Weekly Update

By
Gary Stallard
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Hey, sports fans,

Take a deep breath. The weather may be trying to freeze us out, but everything else around here is heating up quickly. 

Our basketball teams each battled conference opponents twice this week, our baseball and softball teams start their seasons in mere days, and our soccer teams are hosting a pair of Prospect Camps soon. 

We also had some “Little Lakers” on-hand for basketball to show off both shooting skills and dance prowess. 

Here’s a quick rundown of the week’s events, along with what’s coming up next: 

Roadrunner Basketball Runs Winning Streak to Seven Straight

Just a week after hitting a big shot to send the game in to overtime – an eventual win over No. 7 Panola College – Angelina College’s Chris Carpenter managed to “one-up” himself.

Carpenter drilled a game-winning three-pointer with just .7 seconds remaining in Wednesday’s game against Blinn College, lifting the Roadrunners to a thrilling 72-69 win at Shands Gymnasium.

The game featured a classic back-and-forth battle: There were four ties in the second half, with the last one coming on a Blinn bucket with 21 second to play in the game.

After a Roadrunner timeout, Carpenter walked the ball up the floor to run down the clock before passing off and moving to his right. After taking a pass from a teammate, Carpenter let fly from beyond the three-point arc. His shot found nothing but net with less than a second remaining, leaving Blinn no time to respond.

Carpenter finished the game with a team-high 15 points to go with six assists. Kanaan Holder and Jordan Mathews added 13 points each, while Christian Jones finished the game with 12 points.

On Saturday, AC rallied from a first-half deficit, finding another gear in the second half to cruise past Kilgore College in a 73-59 Roadrunner win. Holder led AC with 24 points, followed by Daemon Ely, who finished with 23 points and 12 rebounds. Jones added another 10 points in the win.

The red-hot Roadrunners (15-2, 8-1) now have won seven straight games to remain in a first-place tie in the Region XIV conference standings.

AC’s guys are scheduled to Port Arthur on Wednesday to face Lamar State College-Port Arthur at 7 p.m. The ‘Runners return to Shands Gymnasium on Saturday, Jan. 25 to host Navarro College at 4 p.m. 

Lady Roadrunners Drop Pair of Conference Games

AC’s ladies are putting up battles against some very tough competition. 

But with just eight healthy players available, they’re constantly facing a depth disadvantage.

That was the case this past week, as the Lady Roadrunners went head-to-head against two of Region XIV’s best women’s teams, only to have those teams pull away from a gassed AC team late.

On Wednesday, the Lady ‘Runners faced No. 22 Blinn College and stood toe-to-toe with the Lady Bucs, with AC trailing by a single digit at the half before falling 50-37 at Shands Gymnasium. India McMahon led AC with 12 points, followed by Lanaijha Johnson with eight points and 10 rebounds.

Saturday’s game featured the same challenge, this time against Tyler Junior College. AC actually led 21-19 at the half, only to see the Lady Apaches flex their deep bench to down the Lady Roadrunners by a 63-45 final. McMahon finished with 14 points, while Johnson added a 10-point, 10-rebound double-double.

The Lady ‘Runners (8-8, 1-2) will be at Kilgore College on Wednesday for a 5:30 p.m. tipoff before hosting Paris College on Saturday at 2 p.m. at Shands Gymnasium. 

Baseball, Softball Schedules Available

January in JUCO sports means Opening Days for baseball and softball, and both the Roadrunners and Lady Roadrunners will play their season openers in the coming days. 

In fact, the Lady ‘Runners had their official team photo taken this last week, and the guys are scheduled for theirs this coming week. Softball’s roster is available on the AC Athletics website (angelinaathletics.com), and baseball’s should be available in the next few days. 

Roadrunner Baseball will start the season on the road in Galveston on Friday, Jan. 24 in a doubleheader scheduled to start at 1 p.m. AC then will host those same Whitecaps on Sunday, Jan. 26 at Poland Stadium in a twin bill set for a 1 p.m. first pitch.   

Lady Roadrunner Softball will open its 2025 campaign in a home doubleheader against Cisco College scheduled for Wednesday, Jan. 29 at Lady Roadrunner Field. First game is set for a 4 p.m. start.

Both teams’ schedules, along with the Lady Roadrunner softball roster, are now available for viewing at angelinaathletics.com.

Lady Roadrunner Softball Hosting Prospect Camp in January

Angelina College’s Lady Roadrunner softball program is looking for some new Lady Roadrunners.

The program will host a Prospect Camp on Sunday, Jan. 26 at the Lady Roadrunner Softball Field on the AC campus. 

The camp is for high schoolers scheduled to graduate in 2026 or 2027.

For registration information, use the following link:

https://www.eventbrite.com/e/prospect-softball-camp-january-26-2025-12-pm-registration-1084409902209?aff=oddtdtcreator&fbclid=IwY2xjawHMkjVleHRuA2FlbQIxMAABHQEM6U8A_w_nEbZBZIf1AOI4VmjokQZfCkWP6XohMbT96b9gOgDQiPiHUA_aem_F2d6FBi9yaQTXfTq0IClOQ

For any other inquiries, contact Lady Roadrunner head coach Brette Kohring at bkohring@angelina.edu. 

Soccer Teams Hosting ID Camps in March

Both Angelina College soccer teams will be hosting ID camps in March as the programs continue to identify new talent. 

The Roadrunner men will host their ID Camp from 9 a.m. until 12 p.m. on Saturday, March 1 at the AC Soccer Complex on the AC campus. The camp is for prospective players in 9th through 12th grades. Cost for the camp is $60 if players register by Feb. 21. After Feb. 21, the cost will be $75.

Here’s the link for registration and other information for the men’s ID camp:

https://www.eventbrite.com/e/mens-soccer-id-camp-march-1-2025-9-am-12-pm-registration-1104518547709?aff=oddtdtcreator

The Lady Roadrunners’ ID camp takes place from 10 a.m. until 1 p.m. on Saturday, March 8 at the AC Soccer Complex on the AC campus. The camp is for prospective players in 9th through 12th grades. Cost for the camp is $30 if players register by Feb. 21. After Feb. 21, the cost will be $50.

Here’s the link for registration and other information for the women’s ID camp:

https://www.eventbrite.com/e/1143046014399?aff=oddtdtcreator

Live Streaming Reminder: 

All AC Athletics regular-season home games will be live streamed on TSBN Sports (a free streaming service for fans), with most of the conference road games also available for streaming. (This does not include baseball and softball fall games, as those are not considered official games.)

Once TSBN posts its schedules, AC fans simply need to visit the AC Athletics web site, look at the scrolling schedule in the middle of the page and click the blue “Video” link. 

TSBN also offers an app great for smart phones, devices and smart TVs. (You’ve GOT to see those matches and games on the big screen.)

Reminder II: Admission to ALL Angelina College Athletics sporting events is free, as is the TSBN live streaming. Any other links offering streaming are scams.  

Reminder III: For the most current schedule updates (especially for potential weather issues, visit the official Angelina College Athletics website (angelinaathletics.com). Fans can also receive updates on the AC Athletics Facebook, X (formerly known as Twitter), and Instagram pages. 

Upcoming schedules:

Wednesday, Jan. 22, 2025:

Lady Roadrunner Basketball at Kilgore College, 5:30 p.m. in Kilgore. 

Roadrunner Basketball at Lamar State College-Port Arthur, 7 p.m. in Port Arthur 

Friday, Jan. 24:

Roadrunner Baseball at Galveston College, DH starting at 1 p.m. in Galveston. 

Saturday, Jan. 25, 2025:

Lady Roadrunner Basketball vs. Paris College, 2 p.m., Shands Gymnasium.

Roadrunner Basketball vs. Navarro College, 4 p.m., Shands Gymnasium. 

Sunday, Jan. 26, 2025:

Roadrunner Baseball vs. Galveston College, DH starting at 1 p.m., Poland Stadium on the AC campus. 

For any other information, contact Sports Information Director Gary Stallard at gstallard@angelina.edu. 

We’ll see you at the games.

Gary Stallard

Email: gstallard@angelina.edu.

Phone: (936) 465-4614

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