The project will:

·    Add over 300,000 square feet of retail to the mall.

·    Replace 7-story 1930 Century Park West with a parking structure.

·    Replace 14-story 1901 Avenue of the Stars with a 40-story mixed-use structure with 4 stories of retail and 37 stories of residential including 267 high-end condominiums.

The signature gatherers are employed by Burnside & Associates, the same firm that was cold-calling community members a few months back.

November 29, 2007

Westfield held a walking tour for their upcoming development project in Century City on November 29, 2007.  Westfield has indicated that they will extend their comment period to take into account the holidays.  In addition, they apologized for any outreach misunderstandings that may have occurred.  They also pledged an extensive outreach program.

Community members, including several HOA presidents, posed questions concerning traffic that will be generated by the proposed project.

November 19, 2007

Westfield appears to be gearing up for a major PR push for its proposed Westfield Century City mall expansion.  The expansion includes over 300,000 square feet of new retail space and a forty story condominium tower with three stories of retail.

The Tract No. 7260 board has not yet taken a position on the project.  Tract No. 7260 supported Westfield’s previous expansion which brought the new AMC theaters and dining terrace to the mall.

Over the last several days, community leaders have received calls from “Jamie” of the “Century City Coalition.”  During the call, Jamie states that, “You signed a letter of support for the project at an HOA meeting,” and, “We would like you to come to a meeting on the 27^th.”

When pressed, Jamie could not indicate at which HOA meeting the support letter was signed.  When further pressed, Jamie of the “Century City Coalition” identified herself as Jamie Fontaine, who works for Burnside Associates, a political consulting firm. 

The “Century City Coalition” appears to be a manufactured group launched to create the impression of community support for the Westfield expansion project.

Separately, a representative from Greer/Dailey/Minter, a PR firm, is arranging walking tours of the project with Councilman Jack Weiss.  This seemed a bit odd to many as it would usually be the field deputies that would arrange for meetings with the councilman.   Note that the walking tour is scheduled during the workday – at 2pm on a Thursday, when most people are working.

Councilman Weiss has already come out in support of the project.  In a January, 2007 interview with PlanningReport.Com, Weiss said:

” I will support their [Westfield’s] proposal for a high-rise, truly mixed-use building, which will have residential on top, commercial in the middle, and hopefully several stories of retail on the ground floor along Avenue of the Stars. “

Greer/Dailey/Minter and its employees have contributed tens of thousands to L.A. politicians and thousands more to Councilman Jack Weiss.  Westfield contributed at least $100,000 to the Mayor’s PAC. 

The Greer/Dailey/Minter group follows a well-practiced playbook to get projects approved and has been kind enough to publish the tactics on their website.

The following steps are listed on the Greer/Dailey/Minter website.

1. Disseminate a series of mailings to bring home the benefits of the [project] to the local community and broader Los Angeles and to dispel myths and misinformation.
2. Convene a grassroots, ad hoc steering committee of local residents to serve as the neighborhood voice in support of the [project].
3. Implement a series of neighborhood coffees to bring the plan for the [project] into local living rooms.
4. Generate communications campaigns to mobilize supporters to contact decision-makers at project milestones. (Note: This one may not be necessary as Councilman Weiss has already stated his support without studying the results of the required Environmental Impact Report since the EIR has yet to be issued.)
5. Hold "rallies" prior to public hearings to raise the level of supporter enthusiasm for the project.
6. Generate supportive testimony at public hearings from a diverse audience of [project] supporters and pack the halls with hundreds of supporters.

Phases 1 and 2 seem to be underway.  On the Greer/Dailey/Minter website, George Minter is quoted as saying:

“Key to successful permitting – in particular if there is active opposition to a project – is the development of a credible, solid base of supporters.” 

This appears to be what “Jamie” was doing as she informed people that they had signed a letter of support for the project.

The PR firm also touts that it:

“assist[s] clients in staving off adverse governmental actions, such as cost prohibitive mitigation requirements.” 

and 

“The Greer/Dailey/Minter team can help you gain support and overcome opposition through effective lobbying and communications. We specialize in helping clients manage potentially controversial issues and projects that are environmentally sensitive and/or may be contentious politically. “

In promoting their services, Westfield’s PR firm states:

“Proposed residential, industrial and commercial development projects often face daunting challenges -- "NIMBY-ism," neighborhood activists, negative news coverage and no-growth political sentiment. Today, any organized opposition stands a good chance of blocking positive action by a city council or other public agency.“

Of course, what the publicists don’t like to discuss are the potential damages caused by the projects, negatives like increased gridlock, overcrowded schools, underfunded area parks, and strained police and fire departments.

And in the “it’s a good thing, really” category, the publicists proudly state that they secured “full entitlements” for a “Major hotel, retail, commercial office complex proposed for a nearly three-block area of the famed Sunset Strip in West Hollywood…despite significant opposition from Los Angeles residents.”

That would be residents they want to “overcome.” Us.  People who live here and vote here and SHOP here.

We will have to see which outreach path Westfield chooses to follow.  Two recent Century City projects had vastly different approaches.

• One chose to have every notification arrive at the last minute and to hold every public meeting at the times and dates that were least convenient for the public.  They announced their project, and thus started key environmental review periods, during the holidays.  They allowed the community only a small amount of time to study 1,000 pages of environmental impact reports.  This project faced serious delays as a result of resident concerns and lawsuits.
  
• Another chose to send out notices and have hearings at times that were convenient for the public and gave the public sufficient time to comment.  When extra time was requested, it was granted.  This project enjoyed broad-based community support.

Again, the Tract No. 7260 board has taken no position on the Westfield expansion.  The project could be a fantastic addition to the area.  It may also unacceptably contribute to the Westside’s deteriorating infrastructure. 

The Tract No. 7260 board and the environmental/traffic experts it hires will need to study the environmental impact report before an informed judgment of the shopping mall’s expansion project can be reached.   The first exposure to the project was at the "scoping" meeting for which the community received only eight days notice.  Unfortunately, the second exposure to the project has been through heavy-handed manipulative tactics.  It has made many wonder why such tactics are necessary. 

We hope that the project and its impacts receive a full and fair review and that the desires of the constituents in surrounding communities are heard and not just seen as something to be “overcome.”  We hope that all voices are given equal weight and that the tactics mentioned above are not employed to the detriment of the community.

Only time will tell how Westfield intends to interact with the community--its customers.

Major Westfield Development Project Announced

Notice of Preparation Released

Scoping Meeting Info

HOA Coalition Response to NOP