Natalie Pebbles, the energetic Western region real estate director for Jersey Mike’s Franchise Systems, named an ICSC 4 Under 40 honoree at ICSC NEW YORK in December, drew her first impressions of ICSC during her youth, listening intently as father Bart Pebbles, principal of Caliber Real Estate Group, chatted up the organization.

“While I was in college interning for him, I started attending some of the local Southern California events,” she said. Regularly introduced as his daughter, she was adamant about making her own name, she recalled. While retail real estate remained her career focus, Pebbles, 35, quietly found work on her own after college. Still, she never missed a local ICSC event.

During her initial real estate gig, with Orange County, California boutique brokerage firm Present Value Properties, Pebbles connected with ICSC’s Next Generation volunteer committee. As an enthusiastic newcomer, a role that encouraged ICSC newbies gave her great satisfaction. “It was about how I could help other people connect, especially those younger in age or career. I love being one warm phone call away for the young guns and helping them make other warm calls.” It was through her volunteer role that she was introduced to the opportunity at Jersey Mike’s.

Since joining Jersey Mike’s in late 2013, Pebbles has inked nearly 600 West Coast deals, a weighty feat given the chain’s East Coast origin. “The trick is to figure out how to stay ahead of the competition and then finding the right brokers to execute that strategy,” she said. Jersey Mike’s strong brand investment and trust in her judgment allows her to roll out stores faster than rivals, she said. “My ICSC involvement has absolutely helped that. It keeps me easily accessible and top of mind.”

Pebbles bridges the delicate balance of needs of the company, franchisees, landlords and community with an “it’s a partnership, not a battle” mindset. Too often, factions view dealmaking with a one-upmanship angle rather than as allies seeking common victory, she said. “Establish the mutual goal first, be straightforward and honest, and from there, you build trust that helps expedite.”

Pebbles is the youngest advisory board member for her alma mater, Loyola Marymount University, and she spent two years volunteering with Big Brothers/Big Sisters of Greater Los Angeles before moving to Seattle.

She served on an ICSC next generation leadership board from 2018 to 2020 and as the Southern California Next Generation State Chair from 2017 to 2022, following in the footsteps of ICSC Next Generation mentor Mitchell Hernandez, partner in and co-founder of Beta. She occupied the role for a double term due to COVID uncertainties. She’s a member of the 2022-24 class of ICSC’s Next Generation Leadership Network, and she’ll assume another key ICSC role in 2024: ICSC Western Chair.

Colleagues witnessing Pebbles’ ICSC devotion often ask what she gets from it. “I never look at what it’s bringing me,” she said. “I look at it as what I can bring to ICSC.” Today, her meetings, calls and conferences “feel more like fun with friends than work.” Still, the many benefits that come with 12 years of volunteering, including enhanced market and industry knowledge and a contact base five times larger than most her age and career level, have aided her success greatly, she acknowledged.

Jersey Mike’s president Hoyt Jones, among a lengthy list of Pebbles’ 4 Under 40 nominators, noted that Pebbles “has the pulse of the industry at her fingertips. She lives and breathes real estate and her knowledge of markets she’s developed is second to none. She makes sure that deals are fair for all parties involved.”

Her backers say she exhibits boundless energy. Her driving force? “Passion,” she said. “It’s really hard to fail at something you’re intensely passionate about.” Close behind are “obsession” and “connection.” In her 20s, Pebbles’ work-life boundaries blurred. “When I wasn’t working at Jersey Mike’s, I was helping family and friends with leasing their portfolios, and when I wasn’t doing that, I was pursuing continued education,” she said. “I don’t necessarily recommend that lifestyle, but I know you can go farther faster if you’re obsessed with what you’re doing.”

However, it’s the relationships she’s built that are most gratifying, Pebbles said. “It’s incredibly fulfilling to be so connected to people in the industry that you’ve positively influenced their professional development — then deepening those connections as you watch their personal growth, attend their weddings, watch them buy their first homes and grow their families.”

Pebbles takes creative latitude in helping shape ICSC events, especially, she said, as ICSC has become more innovative with its offerings. The resultant idea flow is “opening even more doors for members,” she said. “I love creating space for people to be their authentic selves, which allows for deeper connections, and I love shaping events toward member goals and creating lasting enthusiasm toward ICSC.”

Pebbles’ inspirations, she said, start with her firm’s founder and CEO, Peter Cancro, who she said “gives more than he receives and will, quite literally, roll up his sleeves and break bread with everyone”; mentor and former boss Gerardo Flores; and, of course, her dad, plus her vast library of self-improvement titles. Chief among them is her first such read, gifted to her at 18: Wooden by famed UCLA basketball coach John Wooden. His seven principles, as shared by Pebbles: “Be true to yourself, help others, make each day your masterpiece, drink deeply from good books, make friendship a fine art, build a shelter against a rainy day and give thanks for your blessings daily.” They still resonate and shape her achievements and goals, she said.

Ever a sub buff, Pebbles has three go-tos: Jersey Mike’s #7 turkey sub, “even better with rosemary parm,” she said; the #16 chicken Philly hot sub in a salad bowl or “tub,” done “Mike’s Way”: onions, lettuce, tomatoes, red wine vinegar, olive oil and spices; and a Dan Watts #8 when in the Pacific Northwest.

Pebbles’ said hearing of her ICSC 4 Under 40 honor was indescribable: “I reread the email several times and had to show it to other people to make sure I was reading it right. It’s a dream come true. I’m so grateful. The under-40 talent in this industry is immense. To be among those recognized is such an honor.”

Today, Pebbles’ early professional break from her dad has come full circle. When she and her father walk at functions, she no longer hears “This is my daughter” but rather “Aren’t you Natalie’s dad?”