Fresno Invests in Veteran-Owned Businesses: A Local Ordinance Echoing a National Movement

www.investinveteransweek.com

When Fresno City Councilmembers Nick Richardson and Nelson Esparza introduced the Small-Enterprise Relief for Veteran Entrepreneurs (SERVE) Act on May 22, 2025, they were not simply drafting a local ordinance—they were activating a philosophy long championed by our organization: investment as a civic imperative.

Councilmember Esparza’s words captured this ethos clearly:

“When we invest in those who have served, we’re investing in leadership, innovation, and the values that define our community.”

At National Invest In Veterans Week® (NIVW), this belief defines everything we do.

The SERVE Act—offering exemptions from business tax license fees and waiving up to $1,000 in startup costs for new veteran entrepreneurs—affirms what our movement has long understood: that empowering veteran-owned businesses isn’t a subsidy, it’s a strategic investment in American resilience.

It is also a concrete example of what we call investing in veterans by investing with veterans.

The National Legacy Behind the Local Policy

The SERVE Act in Fresno joins a growing tide of local and regional legislation aligned with the mission of National Invest In Veterans Week®, a movement we launched in 2017 and federally trademarked in 2019. Since our founding:

• We have been recognized in the U.S. Congressional Record (March 8, 2024)

• Expanded across 19 U.S. states and 21 international markets

• Established observances like International Veterans Day℠ (March 3) and Jeff Shuford Impact Day℠ (March 7)

• Inspired regionally aligned efforts such as National Invest In America Week℠ (July 1–7)—a modern revival of President Nixon’s 1970 proclamation on economic patriotism

This is more than symbolism. It’s infrastructure—digital, legislative, and community-based.

Fresno’s SERVE Act exemplifies this national infrastructure in motion. By removing fiscal and bureaucratic barriers for veteran entrepreneurs, the city is not just honoring military service; it is activating economic service—with veterans at the helm.

The Shuford Legacy: From National Anthem to Economic Doctrine

This idea of “investing in those who’ve invested in us” has deep roots in our founding team. Jeff Shuford, co-founder of NIVW and retired veteran, is the grandson of Jim Freeman, founding member of The Five Satins and co-author of “In the Still of the Night.”

Jim Freeman was selected to support President Nixon’s 1972 reelection campaign through a patriotic revival music tour—a cultural strategy recorded in the Nixon Presidential Library.

Three years earlier, Nixon had declared the original National Invest-in-America Week:

“Without the private investor, America would simply not be the country we know and love.” — President Nixon, April 27, 1970

Decades later, Jeff Shuford would reinterpret this doctrine into civic infrastructure: trademarking National Invest In Veterans Week®, building Veterans.International, and codifying the Invest In America Challenge™, all while remaining an independent, self-funded advocate of veteran empowerment.

Fresno's Model: Micro-Investment, Macro-Impact

The SERVE Act may seem modest in fiscal scope—waiving fees, covering initial licenses—but it unlocks a broader paradigm:

• Cost relief becomes growth capital

• Policy becomes partnership

• Local government becomes an investor in national capacity

Veteran entrepreneurs like Navy veteran Austin Naes, founder of MAYHEM Fitness in Fresno, understand this deeply:

“That’s more money we can invest into equipment, hopefully expand our facility so we can cater more to the community.”

This local action resonates with the ethos we’ve cultivated across every domain, podcast, magazine, and regional alliance under our umbrella.

Conclusion: The Future of Veteran Empowerment Is Regionalized Investment

Fresno’s proposed ordinance may begin as a city-level act—but its philosophy belongs to a much larger movement. One where cities, counties, and regions actively invest in leadership, not just commemorate it.

From a single ordinance in California to national observances recognized by Congress, we continue to affirm:

To invest in veterans is not charity. It is strategic civic capital.
And Fresno’s SERVE Act is investing wisely.

For more on how National Invest In Veterans Week® supports veteran-led economic development, visit:
www.investinveteransweek.com

Or explore how your city can activate the Invest In America Challenge™ at:
www.investinamericaweek.com

Let us help your region invest in the future—by investing with those who served.