April 4th, 2007

Guy Talk Spring 2007 Newsletter

Hi Gents,Welcome back to Chopperz- the NON Salon’s Spring ‘07 Newsletter. This issue is jammed pack with twice as much good content as the prior issue. This quarter we tackle:

1) Last minute tax tips to keep Uncle Sam out of our wallets
2) See if the new square head golf drivers can cure our wicked slice.
3) Find where the best sushi is in Portland (hint: not in Portland)
4) Find out how we can make our own booze at home
5) Read the review on the new Deschutes beer
6) Learn how to start getting into summer shape
7) See if the home real estate market is still zooming
8) Check out a new look for your noggin for spring
9) Read about Heaven on a golf course

As always, our goal is to provide relevant and interesting content that guys enjoy and not just a lame attempt at jamming your inbox with more advertising. Read the rest of this entry »

April 2nd, 2007

On the Links– Bandon Heaven

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Oregon is generally renowned for its beautiful landscape, mountains and coast line.  Thanks to the vision of entrepreneur and amateur golf enthusiast Mike Keiser, Bandon Dunes is giving people a whole new reason to visit Oregon. What is it about Bandon Dunes that makes people from all over the world flock to this small coastal community?
To truly appreciate Bandon’s allure, you need to understand the nature of golf.  For the casual observer, golf is a game about hitting a little ball around a pasture on a sunny afternoon with friends. For the true golfer, it embodies much more. Some call it an experience with nature.
Bandon’s unique ocean setting and links-style course appeal provides golfers with what many claim as an unmatched golf experience. There are no golf carts, and no signs of civilization…other than the beautiful clubhouse fashioned in old Scottish motif.  The course layouts are such that while playing you should not expect to encounter many people. As you look out over miles of sand dunes with the wind blowing and the smell of fresh ocean air, you are given a feeling this is much more than just a test of golf, but a battle between you and nature.
Bandon Dunes Golf Resort opened in 1999 with its first course, Bandon Dunes. It was designed by a Scotsman named David McLay Kidd. Kidd designed this course to take the golfer through an exploration of this indigenous landscape with breathtaking ocean views on nearly ever hole. Bandon Dunes poses a true challenge for every skill level, with its ever-changing elements, and strong wind conditions threatening to whisk your ball away at any given moment. 
Pacific Dunes, Bandon Dunes Golf Resort’s second addition, opened in 2001. Tom Doak, Pacific Dunes designer, built this course to offer a very different feel than that of its sister course, Bandon Dunes. Pacific Dunes seems as though it was found instead of created. Pacific Dunes is a shorter course than Bandon Dunes. But do not let this fool you. Its strong wind conditions, 60-foot sand dunes, and rugged terrain promise to challenge every facet of your golf game. Shot accuracy is vital to remaining in play, as the short course design leaves a very small margin for error. Also be weary of those pot bunkers.
Bandon Trails, Bandon Dunes Golf Resort’s third addition, opened in 2005. Bandon Trails, designed by Bill Coore and pro golfing legend Ben Crenshaw, takes the golfer on a much different voyage; from sprawling sand dunes into meadows of vegetation, and culminates in forests of spruce and fir trees.  From a view on the first tee, the Trails course doesn’t seem much different than other challenging courses in Oregon. But as you play, you will observe the distinctive Bandon Dunes trademark which uses the natural terrain to create a true test of golf. Each hole provides a new challenge to try and anticipate all of the varying elements.
After a day out battling the wonders of nature that exist among Bandon Dune’s courses, settle in to the peaceful accommodations at the resort. Cottages and lodge rooms are available to further continue the experience of being at Bandon Dunes once golfers have finished for the day. Take advantage of the discounted winter rates between November and March. Food and spirits will also await you, with fine dining, casual dining, and a Scottish-style pub.
Green fees at Bandon are not cheap, ranging between $175 and $240 depending on the season. But the life lessons learned while playing Bandon Dunes will prove to be well worth the investment.   

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Special shout out to Guy Talk Contributor M. Kelm for this review. 

April 2nd, 2007

Get Fit- Purpose Driven Workouts

Make your workout fun and purposeful Just as the fabled turtle outran the hare, consistent people reap the health benefits of regular physical fitness efforts, said Indiana University Bloomington fitness expert Carol Kennedy. How should a newly converted fitness enthusiast begin? How about 10,000 steps a day? Not necessary, Kennedy said. Twenty or 30 minutes of continuous, rigorous exercise? Take a break — or two or three, she said. 

The bottom line with any exercise program is that it needs to be fun, have a reasonable timetable and produce an enhanced quality of life. These are things that help make it a lifestyle habit, not just a New Year’s resolution, she said. “If you begin a rigorous fitness program and you crash and burn, it’s like yo-yo dieting. It doesn’t work,” said Kennedy, a lecturer in IUB’s Department of Kinesiology in the School of Health, Physical Education and Recreation. “It’s about making a behavioral change in your life. It doesn’t happen overnight. It starts with making it fun and purposeful.” Home videos, swimming, walking, cardio machines — Kennedy said it doesn’t matter what fitness enthusiasts choose, as long as it’s something they enjoy and will continue doing. Here are some tips to try and fallacies to avoid on the journey to fitness: The health benefits of exercise can be experienced with 20-60 minutes of continuous or non-continuous exercise, according to the American College of Sports Medicine. This debunks the notion that these benefits, such as a reduced risk of heart disease or lower levels of sugar in the blood, only come with continuous exercise. Exercise can occur in chunks throughout the workout or throughout the day, Kennedy said. 

“Why don’t we look at the gym like it’s a playground?” she said. “Who spends the whole time on the slide? Why not spend 10 minutes on the elliptical cardio machine, go get a drink of water, talk to a friend and then return for another 10 minutes. Make it an enjoyable experience. Think of your fitness experience as you once thought of a playground as a kid.” Goals are important and can help define a workout. Weight goals, however, are not always productive. Exercising, Kennedy said, does not guarantee weight loss. She said goals should relate to quality of life. Fitness goals for some people might involve being able to play on the floor with their grandchildren without experiencing back pain, for example. For other people, their goal could be climbing the steps to their office or apartment without huffing and puffing. These kinds of goals can bring about great self-esteem once accomplished, in addition to improving one’s health. They can propel people to set further goals and to see their exercise program as important to their lives, Kennedy said. 

The U.S. Surgeon General recommends 30 minutes of exercise on most days, Kennedy said. Some people accomplish this simply with an active lifestyle. They park a little farther from their office, walk to work instead of driving, or walk to lunch instead of ordering out. Kennedy is a big fan of pedometers, but she said walkers receive substantial health benefits from 6,000 steps a day, rather than 10,000 steps a day, as commonly discussed. She said the amount of decline in the mortality rate is significantly less between 6,000 steps and 10,000. 

  

April 2nd, 2007

Portland Foodies– Freshest Fish Found

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I once said “if you stranded me on a desert island with one thing to eat for the rest of my life it would be Mexican food.”  Well I lied, because I’m pretty sure if you stranded me on an island with only sushi I’d be perfectly happy. It is also a more likely situation, since in three seasons of Lost and I have yet to see anyone eat a burrito or taco. Luckily, however, we in Portland are far from stranded when it comes to excellent Sushi. Below are some of my favorite spots to grab a slab. 

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Masu Sushi – $$$
406 SW 13th Ave (Second Floor)            
Portland, OR 97205
(503) 221 6278 
If you were to bump into the “trendy hipster guy” from the Mac/PC commercials eating sushi in Portland it would be at Masu. The second floor restaurant has low lit a dinning and lounge area which are partitioned by sheer curtains. The hybrid lounge/restaurant/bar is often supplemented by music from live DJs.   Atmosphere aside, Masu is a great place if you are looking for something beyond your traditional sushi experience. They have a list of signature rolls that exceeds some sushi restaurants regular menus. Some of my personal favorite is the “Japanista” – spicy crab, spicy tuna and sprouts with seared hamachi, cilantro and red jalapeno on top. served with hana and sweet chili sauces. I would also check out their “St. Helen’s Volcano” which is actually served with a flaming volcano in the middle. In addition to a fun cocktail menu they also have an above average sake menu. So if you want to develop your sake pallet, they will gladly walk you through the sakes without making you feel like you should have studied in Tokyo for a year. Oh, and there’s now the added bonus that Intel’s discount card (The Vault Card) is accepted at Masu. Buy one entrée get one free or 20% off sushi. Just another reason for me to go to my favorite sushi place in Portland. Domo arigato Intel. Syun – $$
209 NE Lincoln St
Hillsboro, OR 97124
(503) 640 3131 
The best kept sushi secret in Portland is not actually in Portland. It is right here in Intel’s backyard. In downtown Hillsboro, what used to be the old Hillsboro Library, lies Syun. It was twice voted Portland’s top sushi restaurant, once in ’03 and just recently in ’06. And the best part is, you can make it back in time for your 1pm.Syun takes full advantage of the quaint nooks the former library offers. Traditional Japanese lanterns, hand crafted wood tables, add charming character. The rows of large Sake bottles seem like a strange deviation from the traditional décor, but that’s because you can order a bottle of sake from their menu and if you don’t finish it, they will hold on to it for you for 90 days. So no pressure to guzzle down a great bottle of sake in one sitting. (Although I am often guilty as charged)The sushi chef’s are friendly and open to requests. They also prepare a chef’s special and have over 70 appetizers on a daily basis which gives great opportunity to try something you’ve never had, even if you are an experienced sushi eater. I also think that Syun’s tempura udon is the best of any restaurant in Portland. They usually add some fresh clams, or mussels as well which is a nice twist. 

Special shout out to A. Grossman, Foodie.  Mucho Gracias for consuming the calories, so I can avoid another triple bypass. 

April 2nd, 2007

Surreal Estate– February Update

February 2007 Sales moved along nicely with 1899 closed sales for the month.  Down just slightly from 2038 closed sales in February 2006.  Pending sales were strong as well with 2834 for the month of February.  More good news for existing homeowners is that the average sales price was $326,700 for February 2007 up from $307,200 February of 2006.  That is an increase of over 6% from the previous 12 months.  Average days on the market were 65 for February 2007 compared to 47 in 2006.  Being patient with sales effort is paying off with good returns.  Median sales price is up in 2007 as well with $277,000 from $256,000 in 2006, an 8% increase. 

Our Market is strong as compared to the national market.  Oregon is still experiencing good job growth and we have only seen mild interest rate increases with periodic fluctuating lower rates.  So whether you are buying or selling, the market is being fair to both sides.  For buyers, there is plenty of inventory out there, so be selective and remember location, location, location!  For sellers, be patient, there are plenty of buyers. 

Special thanks to Brad Young for pulling this info together.  Email me for his contact information if you need a great agent.

April 2nd, 2007

What Chopperz is Drinking– Deschutes Cinder Cone

 cinder-cone.jpg After Beertown’s out of nowhere finish in the Chopperz Top 3, the standings are as follows:
1. Bridgeport Beertown
2. Full Sail Sessions
3. Rogue Dead Guy Ale
The top 3 defiantly shows my preference for brews that do not overload the taste buds with hops.  I love the flavor of beer, but I am starting to think that breweries in the NW retaliate against the macro-Bud crowd by just dumping more hops into the mix.  Hops is definitely important, but there are other flavors.  With that, I present
Deschutes Cinder Cone Red Ale
Out of the keg, it pours a reddish amber with a soft white head.  Not much of a nose, just a hint of citrus sweetness.  The flavor was a light smoky roasted barley and toffee flavor with just a very mild hops finish.  The aftertaste of the hops bitterness is not overbearing, just enough to remind you of how good the flavor was. 
Another very easy drinking beer.  Easy on the carbonation and not very filling.  You can enjoy a 6 pack with some buddies and not feel bloated. 
Cinder Cone joins Bridgeport’s Beertown on tap at Chopperz.
Cinder Cone makes the Chopperz top 3, replacing Dead Guy.  

Chopperz Beer Line Up
Beertown (tap) Cinder Cone (tap)
Bridgeport IPA Rogue Dead Guy
Pyramid Snow Cap Full Sail Sessions
Pyramid Hef Deschutes Black Butte
San Miguel Lager Bud Light (can)

April 2nd, 2007

Homebrew School- “But…is it legal?”

 “Homewhat? Brew, as in beer?!” That’s what a lot of guys say when they hear you can make beer. At home. And without a ton of equipment, money, and expertise. The second question is usually “you can do that?” or “but is it any good?”. The answer to both is yes. Most definitely, yes!
Alright, I know what you’re thinking:
“How long does it take?”
“How much does it cost?”
“Is it cheaper than [insert national macro or frat-boy beer]?”
“What if it sucks?”
“But it’s faster to hit the quickie mart.”
“I’m sure that’s not legal….”
 All in good time, young beer geek. All in good time. First the molecular biology, chemistry, and other hard science you’ll soon be practicing without knowing it … err, actually, nevermind all that thinking. Read on for the answers to the questions above and many other pressing matters.
Ready? 2 weeks to 1 year. About $20 to $50. No. It happens (you try to drink it anyway, give up after half a beer, dump it, and try again. Rest assured though: keep your gear clean, protect your beer, and use good ingredients and you’ll have great results). Yep. Nope, you’re wrong, thanks to legislation signed by Jimmy Carter in 1978  (Google is your friend! Want more history? Look up topics like how many breweries there were before and after prohibition, and how the Temperance movement affected land deeds.).
Why the wide variance? That’s where the beauty is! You pick. Everything. Want it cheaper? Fine, make it that way. Want 12% alcohol? Done. Want chili beer? Do it! Wanna replicate Guinness, or any other commercial beer? It can be done. Wanna make green beer for St. Patty’s? Cool, go for it. Wanna blow away your friends, family, and neighbors with amazing libational creativity? Done and done.
It’s all up to you. You get to pick how to make it, what goes in it, what it looks like, what it tastes like, how it smells, how strong it is, how long it takes, whatever.  Here’s the basic, 11-step process:
Put your milled, malted barley* in a grain sock*, submerge the sock in a gallon or so of water, heat to about 170℉, and leave there to cook for ½ hour.
Turn off the heat, pull out the grain and put it in a colander or strainer*, rinse it with a couple quarts or so of about 180℉ water.
Stir in your malt extract*.
Turn on the heat, boil for 60 minutes, adding hops accordingly*. This is your wort (pronounce wert)
Remove from heat, let cool to 70-80℉.
Pour the wort into a fermentation vessel* and add the yeast*. Seal the fermenter with an air lock*.
Wait for the yeast to finish eating the sugars and producing alcohol. This takes about a week but can be faster or slower depending on how ‘big’ your beer is going to be (more sugars = more alcohol = more time for the yeast to work).
Bottle* the beer.
Let it age for 10 days (more for bigger beers).
Drink!
Share with previously mentioned friends, neighbors, and family.
Bathe in accolades for your major libational aptitude!
*But where do you get the ingredients and equipment? Main Street Homebrew in Hillsboro (yes, on Main Street) where you’ll find a couple incredibly knowledgeable, helpful, friendly guys that’ll do everything from sell you a starter kit, build you a recipe on the fly, point you to all the ingredients you’ll need, walk you through the process, and even answer the inevitable questions, like “is it supposed to do this???” and “I don’t understand how to use the yeast.” Many, many a brew have been saved by the brew-hero-dynamic-duo at Main Street! 

Special shout out to 

Randy Esser, self-described beer geek, homebrewer of 6 years, and maker of such fine ales as 9% scotch, 9% IPA, 8% alt, 4-8% coffee/chocolate/oatmeal stouts, Tabitha’s Hefeweizen, Belgian ale, and others. 

  

April 2nd, 2007

Money Matters- Last Minute Tax Tips

Tax TimeI happen to love April Fool’s Day. There are the fools like me who love the pranks and fun, and many more who think of April as heralding spring and bunnies and chocolate. However, the first of the month seems to bring out a closeted group of individuals who believe that April simply exists as a Countdown to Tax Day. They dread each of the first 14 days of the month, knowing that at some point they will have to actually sit down and pull some numbers together for Uncle Sam (and all his relatives). This event usually involves frustration and disorganization, especially if you end up owing the government more money.

These Last-Minute-Tax-Preparers tend to have fewer than normal deductions, either because they are too pressed for time to pull the details together, or so sick of the process that they just want it to get it over with. You owe it to yourself to take all the deductions that you are legally entitled to. Maybe you’re ahead of the game and have actually prepared your return, but the number on line 76 (amount you owe) is bigger than you planned. Maybe you haven’t prepared your taxes yet because you don’t think you’ll be receiving a refund. Either way, here are a few things to keep in mind:

Did you take anything to Goodwill or Salvation Army in 2006? Non-cash charitable contributions are typically overlooked and undervalued. If your donated item is in good condition, write off 30-50% of what you paid for it. Use the higher write-off if clothing was brand name or in mint condition. Don’t have a receipt? Don’t worry. You are legally entitled to take the deduction if you made the donation. You only need the receipt in the event you ever need to prove it, which is highly unlikely. Do you think IRS auditors will haggle you over $2 for those Tommy Hilfiger socks?

It’s too late to add anything to your 401k, but if you have an IRA and are not covered by a 401k at work, consider depositing up to $4000 before April 15. If you have a spouse who is not covered by a 401k, you can also deposit up to $4000 into an IRA for them. This means that you could potentially decrease your adjusted gross income by up to $8,000. If you are over 50 you can deposit up to $5,000 each on a yearly basis. Talk with your tax preparer about this as there are some limitations.

Do you have young children? Consider opening a 529 qualified tuition savings plan. If you invest in Oregon’s plan, you can deduct the amount you invest (up to $2,000) on your Oregon state tax return. This is similar to an IRA in that you can deposit funds up until April 15 that apply to 2006. This is another item that a tax preparer could advise you on, relative to your specific situation.

Make sure to add up the mileage! You can deduct miles driven for charitable purposes, medical purposes and unreimbursed business miles. Most people typically don’t have enough deductions to take the medical miles, and unreimbursed business miles are subject to a 2% threshold before they are deductible. But if you are already itemizing your deductions, make sure to add in charitable miles. Every little bit counts. Didn’t keep a record? That’s okay; I recommend using Google Maps to determine round trip mileage and use that to create a spreadsheet for your records.

Lastly, remember that talking to a qualified tax preparer can help pinpoint potential deductions that relate to your specific tax situation. A personalized review of ways to decrease your tax liability for 2007 can be a very wise investment.

Special thanks to Wildboar tax (http://www.wildboartax.com).  They have been saving me money since I opened my business. 

April 2nd, 2007

On the Links- Is It Hip to Be Square?

 

Titlelist D1Titleist triangle driver Nike Sumo SquaredIn the quest for distance and forgiveness, drivers have changed dramatically!   First was the move to metal woods and then all of the drivers got increasingly larger, until they reached the USGA maximum size limit of 460cc.  At the limits of the size boundry, manufacturers have started to tinker with the traditional shape of the driver.  The new shapes have received plenty of press and buzz in the industry, but why change the shape of the driver that has existed in golf since the days of Old Tom Morris?  What is so hip about being square?The short answer is forgiveness.  Manufacturers are working to increase the golf club’s moment of inertia or MOI.  As you increase a club’s MOI it will be more resistant to twisting on off-center hits.  For example, if you hit the ball out on the toe of the driver that is being swung at a clubhead speed of 90-100 mph, you would expect the club to twist a little, opening the face and causing the ball to deviate from the intended path.  A driver with a higher MOI will twist less, limiting the damage done by off-center hits.  The result is a shot that generally will go straighter and lose less distance than a club with a lower MOI (if you are like most golfers, you generally get excited about anything that will help your ball fly straighter and farther).
Moment of Inertia has become a very popular marketing term lately, especially in putters.  In drivers, the MOI always took a back-seat to other measurements:  head size and the Coefficient of Restitution (CoR).  CoR is basically the trampoline effect of the metal on the face.  With limits on size at 460cc and the CoR at .830, manufacturers have turned to using the MOI as the marketing tool.
 
MOI is a physical property of the club that can be expressed as a numerical measurement.  This number is being increasingly used in the marketing of clubs.  Instead of boring you with all of the details on how the exact MOI numbers are calculated, we’ll keep it basic:  the higher the MOI the more forgiving the club.
 
Two of the biggest changes to the driver come from Callaway and Nike.  The Callaway Fusion FT-i driver and the Nike SQ Sumo Squared driver have received a large amount of press because of their square shape.
 

The Nike SQ Sumo Squared boasts the highest MOI of any driver at 5,300.  As a comparison for the MOI number, Golf World has estimated that the average large-headed driver on the market today has an MOI in the 4,000-4,300 range.
 

Callaway calls the FT-i its “most advanced driver ever” and Gary Player calls it “the best driver I have ever had the pleasure to use.”   The FT-i utilizes what Callaway calls “Complete Inertial Design” to target both horizontal MOI (resistance to twisting heel-to-toe) as well as vertical MOI (resistance to twisting on off-center shots sole-to-crown).
 

Many traditionalists have cringed at the new shapes, worrying that they could never look down at such an odd shape.  For most, this attitude has lasted only until they took the club out onto the course and tested it.  Most have noted a much tighter shot dispersion on off-center hits.  As I mentioned earlier, most golfers get very excited about longer and straighter shots and will quickly adapt to a club that provides results.
 

I took both of the square drivers out on a recent weekend golf venture.  It took about 10 swings and I was no longer thinking about the shape of the driver; I was taking my usual swing and getting excited about how straight and far the drives were going.  The only negative I found was that the square shape of the drivers and the sound at impact started to draw a small crowd on the range.
 

Forgiveness and distance do come at a price:  the SQ Sumo has a price-tag of $399.99 and the Callaway FT-i sells for $499.99.  Remarkably, the higher price has not seemed to hamper golfer’s enthusiasm in their never-ending quest for forgiveness. 
 

Other manufacturers are challenging the square drivers with high MOI drivers of their own that are a little more traditionally shaped:  Adams Golf new Insight driver boasts an MOI of 5,000 with a price at $299, and Tour Edge has their GeoMax driver that also has an MOI of 5,000 and a price-tag of $199.
 

Even Titleist is coming to market with a non-traditional shape.  Their 907 D1, which will ship the beginning to middle of April will have more of a triangular shape and a price of $399.  Titleist bills this club as their most forgiving driver ever built.
 

By the numbers, the new square drivers offer about 20-25% more forgiveness than the average traditional shaped driver currently on the market.  Will helping the average golfer find more fairways and get more distance from off-center hits make it hip for a driver to be square?  This is a question that only the consumers can answer, but the interest and excitement have been high so far.
 

If history is any indication, golfers will have no problem adjusting to the new shape.  Remember when the first 460cc driver came out and the traditionalist said it was too big?  These days it is almost impossible to find a driver under 460cc.   Many pros have already put the square drivers in their bag and this exposure will only help them be adopted by the weekend golfer striving to play from the short grass of the fairway.

Special Thanks to Mark McDonald and the folks over at Oregon Golf. 

www.orgolf.com

 

April 2nd, 2007

Chopperz 411– New Look for Spring

Black Tie Formula Cabo Vacation FormulaAtomic Shocker Formula.

Atomic Shocker and a Sake Martini?  Cabo Vacation with a cold Lager?  After consistent requests, Chopperz has rolled out it’s new Color Bar.  Few other places in Portland offer cold beers and custom hair color cocktails, while you belly up to the bar.

What is a “Color Bar” you ask?  It’s a place where guys can get custom hair color cocktails, blended by a Chopperz professional mixologist.  We use a special formulate that does not require heat, so guys do not need to suffer the indignity of sitting underneath some bubble hairdryer like a little old lady getting a perm.  In many instances, we can even get a color done in 5 minutes, while we shampoo your hair.  Imagine getting rid of your gray and looking your age, instead of looking like our fathers, in the same amount of time as a shampoo.   We can expertly match your current color, so we can camouflage your gray hair and still keep it natural looking.  The unnatural “I obviously colored my hair” black helmet look is usually a byproduct of only having 5 choices of color at the grocery store.   A Color Bar allows our team hundreds of formulas, to keep your hair natural looking. 
Gone are the days when guys should try to color their own hair using hydrogen peroxide or some drug store blonde.  Please don’t try to lighten your hair at home.  We have seen enough “yellow heads” to last us a lifetime.  Unless you want the 80’s skater look, which then by all means, relive your youth through your hair color, just don’t tell them that Chopperz did it. 
When it comes to color, we have found that men tend to gravitate to the extremes: either subtle gray camouflage to naturally ease out the obvious signs of another birthday or guys want something radically different like platinum streaks to add some dimension to their look.  Whether you are looking for loud and brash or subdued and natural, our Color Bar allows guys unprecedented options. 
One thing for guys to remember, once you spend the time and cash to color your noggin, you NEED to use a color safe shampoo.  Even many professional salon shampoos and conditioners are not color safe (American Crew, for instance, will fade color).  Make sure to ask your Chopperz team member what to use to keep your color from fading or looking dull. 
Terminology:
Permanent– Duh, the color is permanent.  You can achieve 100% gray coverage. 
Semi Permanent– lasts around 3 weeks.
Demi Permanent- what Chopperz uses for most Gray Camouflage treatments.  Covers 80% to 90% gray for a more natural look.  Color slowly fades after 4 to 6 weeks.
Highlights– streaks of color, just to break up the monotony of a solid color.  Helps add dimension.
Ammonia– bad stuff in store bought or cheap professional color products.  Creates havoc with the health of the hair. 
Bleach– aka Lightening Powder.  Removes color from hair to achieve light blonde and platinum colors.
Levels– Basic unit of measure for hair color.  Hair is described using levels 1 to 12.  2 is black, 5 is light brown and 12 is light platinum blonde.