Serena Morones, CPA, ASA, ABV

Professional Experience

Serena has specialized in business valuation and damage analysis for litigation since 1996. She helped lead some of Oregon’s largest and most complex litigation cases to successful damage conclusions, through settlement or expert testimony in court. She also served as an independent referee on several occasions, to assist parties in resolving valuation or economic disputes. She practices through her own firm of Morones Markee LLC and previously spent six years with the Portland CPA firm of Thompson Wiest & Sickler. Prior to 1996 she served as corporate controller for manufacturing companies and began her accounting career as an auditor at Price Waterhouse.

Professional Credentials and Education

Certified Public Accountant, Oregon
Accredited Senior Appraiser (ASA) in Business Valuation, American Society of Appraisers
Accredited in Business Valuation (ABV), American Institute of Certified Public Accountants
Master of Taxation, Portland State University
Bachelor of Arts in Accounting, Cum Laude, University of Oregon

Services Provided

Business valuation for buy-sell transactions, estate planning, general litigation or divorce
Economic loss analysis for litigation
Lost earnings analysis related to wrongful termination or wrongful death
Fraud investigations
Forensic accounting
Alter ego analysis
Independent referee to resolve business valuation or financial disputes

Selected Litigation Case History

Doe v. Boy Scouts of America 2010
City of Albany v. SVC, Inc. (PepsiCo) 2010
Sunwest Investors v. Davis Wright Tremaine, LLP 2009
Synetic Funds v. Craig Berkman and Arthur Andersen, 2008
Scoggins v. Nidiffer and C&K Markets, 2008
State of Oregon v. Lyle Mann, 2007
Daniel Miles v. Davis Wright Tremaine, 2007
McWilliams v. Portland Public Schools, 2006 (custodian class action)
Fred Fields v. The Coe Manufacturing Company and Three Cities Research, 2005
Roger Pollock v. DR Horton, Inc. 2004
Various Class Actions v. Hollywood entertainment, 2004
Ochoco Lumber v. US Bank, 2003-2004
Corporation v. Professional Athlete, 2003
Judith Belushi Pisano v. The House of Blues and Dan Aykroyd, 2002
Professional Athlete v. Corporation, 2002
3pf v. Reel.com, 2002
Professional Athlete v. Corporation, 2001
Rentrak v. Hollywood entertainment, 1999-2000
Klamath Pacific International v. Weyerhaeuser, 2000
Superior Timber v. Bureau of Land Management and related cases, 1998-2001
Oregon Public Employees’ Retirement Board v. Simat, Helliesen & Eichner, et al (Pamcorp) 1997-1998
Dolans, A-Boy Supply v. City of Tigard, 1997

Selected Business Valuations

Regional grocery chain, revenues $450 million
Local grocery chain, revenues $40 million
Capital equipment manufacturer, revenues $60 million
Wholesale lumber distributor, revenues $80 million
Radiology medical practice, revenues $10 million
Advertising agency, revenues $3 million
Numerous family limited partnerships, assets up to $20 million
Harley Davidson dealerships, revenues $5 million
Hotel and family restaurant, revenues $600,000
Dog grooming business, revenues $200,000
Book distributor, revenues $1 million
Electronic component manufacturer, revenues $2 million
Development stage companies, zero revenues
Notes receivable
Fractional interests in real estate

Publications and News Articles

Serena Morones, “Buzz abounds on markets for trading startup shares” July 26, 2010 Portland Business Journal
Portland Business Journal, “Valuation expert can take the heat on witness stand,” June 4, 2010
Associated Press, “Accountant says Boy Scouts have nearly $1 billion in assets as punitive damage phase of abuse trial opens.” and related articles, April 20, 2010
Serena Morones, “Proving the Top Line: Supporting Lost Sales in a Lost Profits Case,” CPA Expert, a publication of the AICPA, Summer 2004
Serena Morones, “Exclusive Autograph Deals: What Value to the Athlete and Their Fans?” Entertainment and Sports Lawyer, a publication of the American Bar Association, Volume 22 Number 1, Spring 2004
Serena Morones, “Athlete Signature Lines: Maximizing Endorsement Value for the Professional Athlete,” Entertainment and Sports Lawyer, a publication of the American Bar Association, Volume 21 Number 3, Fall 2003
Jeff Manning, “Berkman Investors Seek $43 Million,” The Oregonian, May 30, 2008

Community

Professional

Oregon Society of Certified Public Accountants
American Institute of Certified Public Accountants
American Society of Appraisers
National Association of Certified Valuation Analysts, Associate Member
Multnomah Bar Association Committee for Judicial Review

Charitable

Co-Founder and former Treasurer Africa New Life Ministries
Board Member Portland Business Luncheons
Past Board Member Open Arms International

Email Serena.

Serena Morones

Serena’s bio is available for download as a PDF file.