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 Carol
McCormick, President of Ladera Ranch Community Services, (LARCS), and LARCS
Executive Director Su- san Jones, have informed Michelle Patterson, creator and
organizer of the Taste of Ladera, that the Taste could no longer be held over
two days in Founder's Park.
Dan Lauriano, owner of The Derby Deli and Riptide Teppan Sushi
restaurants in the Kaleidoscope Mall and primary sponsor of the event, was also
at the meeting.
As an
alternative, they said, the Taste could be held in Town Green for one day providing
it were cosponsored by LARCS, giving the community organization unspecified
oversight and control of the annual event.
The
reason given during a video-taped hour-long meeting was that the Ladera Ranch
Maintenance Corporation (LARMAC), which is the community homeowners association
and LARCS' sole shareholder, won't indemnify LARCS for events held on
LARMAC-controlled property, which includes both Founder's Park and Town Green.
As a
result, lawyers and insurance providers for LARCS advised its Board of
Directors that holding big events, such as the Taste of Ladera is too risky,
especially if alcohol is sold at the event, as is the case with the Taste. In
an interview with the Ladera Times, Carol McCormick said,
"We want to establish a consistent policy regarding all events in
Ladera," adding that LARCS receives two to five requests a week from
organizations wanting to use Founder's Park.
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Michelle
Patterson said she is deeply disappointed but not surprised. "We have had to fight with LARCS
every one of the last four years to get permission to stage the event in Ladera
Ranch," she told the Ladera Times.
"At
one point, a couple of years ago, I was told by the LARCS President that the
organization would hold a 'Little Taste of Ladera' if we postponed or cancelled
the event, so I can't help but wonder if this is just a thinly-veiled attempt
by LARCS to take over the event," Michelle added, pointing out that by its
own admission, attendance is decreasing at LARCS events while increasing at the
Taste.
"This
is unbelievable," said Dan Lauriano. "One of the most successful
events in all of Orange County is going to be postponed in 2011 or cancelled
all together because of an insurance issue? There has to be something else
behind this decision."
 During
the meeting, both Carol McCormick and Susan Jones emphasized that the decision
had nothing to do with the Taste itself, but Susan Jones said the Taste had its
detractors, and Carol told the Ladera Times that LARCS conducted
a survey on LaderaLife, and a majority of respondents wanted a smaller event
back in Town Green.
It
would seem to a reasonable person that these comments would not have been
proffered if the decision had nothing to do with the Taste, as the LARCS
executives insisted.
Furthermore,
as it turns out, the Taste of Ladera and Front Street Reality's annual
"Old Fashioned Christmas" are the only two events affected by
this policy change.
The
annual Freedom Run, and coinciding Pan- cake Breakfast fundraiser held by
Laura's House, will be cosponsored by LARCS as part of the Fourth of July
celebration, and the annual Grand Prix Bicycle Race will move off Founder's
Park onto county roads.
Ron
Luna, of Front Street Reality, said he would not cosponsor his snow- clad
charity fundraiser in Town Green with LARCS because, "for one thing, it
could no longer be called an 'Old Fashioned Christmas!'"
As a
result of this late change in LARCS policy, Ron's event, which collects canned
food for Father Serra's Food Pantry, is being postponed this year while he
looks for a suitable venue for 2011.
The
Taste of Ladera, however, which has grown from 3,000 attendees to upwards of
20,000 in just seven years, doesn't have any options and, unless LARCS has a
change of heart, the event will either be postponed for 2011 or cancelled
altogether.
For it's part, following a direct appeal to
the LARMAC Board to have the event "grandfathered," LARMAC
sent Michelle Patterson a formal letter from its Executive Director Todd Bebee
stating:
"The LARMAC Board wishes to emphasize that LARCS is the entity
that approves and provides oversight for community events on LARMAC property.
Following thoughtful review, the LARMAC Board found no grounds to waive its
current policy and, as a result, did not approve your re- quest."
The
Taste of Ladera is the brainchild of Michelle Patterson who held the first
event seven years ago in Town Green to raise money for charities and non-profit
organizations.
Like
today, it featured local restaurants, numerous activities, and live
entertainment and became an instant hit, so much so that it outgrew Town Green
and expanded into Founder's Park three years ago.
The
Taste of Ladera is staged by hundreds of volunteers and paid for by it's
various sponsors and ticket sales, plus a percentage of sales made by the vendors.
Platinum
sponsor Dan Lauriano turns over 100% of his proceeds to the Taste of Ladera.
Still,
while the vendors and charities reap the financial benefits, the cost of the
Taste itself has yet to break even. So far, Michelle has done the Taste on a voluntary
basis and has taken all the risk of any shortfall.
There were 22 charities that participated in
last year's Taste of Ladera, which has raised hundreds of thousands for Ladera
Ranch charities in it's seven years' existence.
Jim
McAleer, Executive Director of the Alzheimer's Association Orange County
Chapter and a big participant in the Taste, told the Times,
"The non-profit community
relies on exposure at this event to communicate our messages. Losing the Taste
would mean thou- sands of Laderians would not know we exist."
In learning of the policy change, Andrea McCallister, Director
of Development & Communications for Laura's House, said, "The loss of
the Taste of Ladera would greatly impact our ability to reach such a large
amount of local resi- dents."
“It has been wonderful working with the Taste of Ladera for the
past six years," said Yong Lee & Daniel MacMillian, fund- raisers for
the Juvenile Diabetes Research Fund.
"This organization has partnered with our charity every
year to raise funds and increase awareness and volunteerism. Our entire
community participates in this event and it would be a huge loss to Ladera
Ranch if it were to ever go away,” Yong and Dan added.
According to Dan Ambrose, "This event is our biggest
fundraiser every year which resulted in being able to send the entire Ladera
Ranch Traveling Baseball Team to the championships. Without the Taste of Ladera
we would have not had the funding for this program!"
When
asked about the affect this policy change would have on the non-profits,"
Carol McCormick said, "I certainly hope these organizations will work with
LARCS on our events."
Even
Mike Smith, a resident across from Founder's Park commented on the Taste
without knowing of the policy change:
"I was just looking
at your website and hoping to see that ToL will still be held at Founder's Park
in 2011. I live on Sellas Rd North, facing the park, and I know you've received
a formidable complaint from one of our neighbors," Mike said, referring to
a noise issue which was resolved.
"I would just like
you to know the rest of us on the block absolutely love having the event in our
front yard. Thanks and please keep up the good work!" Mike concluded.
With
regard to the liability risk, despite the fact that the event has drawn a
collective gathering of about 100,000 attendees, the Taste of Ladera has not
had a single claim in seven years.
In
fact, Orange County Sheriff Sandra Hutchens has publicly stated that the Taste
of Ladera is the best run event in all of Orange County. And Orange County
Fifth District Supervisor Pat Bates presented Michelle Patterson with a
proclamation honoring the Taste as one of the county's premiere events.
Furthermore,
the Taste carries $1-million in liability insurance, as requested by LARCS, and
would have been willing to purchase more insurance if necessary.
One of
the major concerns of people who have weighed in on this change of LARCS policy
is that the use of the recreational facilities for special events has now been
limited to what the elected five-member LARCS Board deems appropriate, putting
a lot of power and control over community activities in the hands of a few
residents.
The
following are some of the issues raised:
ISSUE 1:
Survey Says?
A
majority of the people who responded to a survey on LaderaLife were in favor of
a smaller event in Town Green, according to the LARCS President, but the
results of the survey have never been disclosed.
It's
likely that the response was low since the website does not attract a lot of
people and many of
those seem to be naysayers. More
important, the survey was not created by
a professional pollster and, as such, had lots of built-in biases, such as
these questions:
[LARCS] "Are you aware that the Taste of
Ladera is not run by LARCS or LARMAC?"
[Jim
Schmitt] What does this have to do with anything?
[LARCS] "Do you feel the Taste of Ladera
promotes and en- hances the Ladera Ranch Lifestyle?"
[Jim
Schmitt] Since there are likely 27,000 opinions about what constitutes the as
yet undefined "Ladera Ranch Lifestyle," this question is so
subjective as to render the answers meaningless.
[LARCS] "How do you feel about the value
for the money at the Taste of Ladera event overall this year?"
[Jim
Schmitt] Why is LARCS asking this question given that it does not contribute a
cent to what has become Ladera's "Signature Event," and charges
thousands for the use of Founder's Park.
The
Taste charges a $10 admission fee to help cover costs of hiring top bands,
security, installing stages, perimeter fencing, restrooms,
hundreds of tents, and much, much more.
All
families make deci- sions about how to spend their discretionary money so why
is LARCS con- cerned about the "value" of the event. Besides, 20,000
people can't all be wrong!
ISSUE 2: "The Taste attracts a lot of
people outside Ladera"
Based
on pre- and online ticket sales, about 75% of the people attending the Taste
are Ladera residents. But someone
needs to explain why attracting outsiders to Ladera Ranch is a problem!
The
current issue of Money magazine singles out Ladera Ranch as the
number one community in the U.S. that is suffering most in real estate
foreclosures, short sales, and people just walk- ing away from their homes.
It
seems highly parochial to not want people to visit the community, especially
since these homes need to be filled with new residents.
In
fact, Dan Lauriano said a neighbor of his in Covenant Hills decided to move to
Ladera Ranch after attending the Taste.
ISSUE 3: "Insurance risk is too great"
The
LARCS insurer says the Taste is too risky, but isn't that why LARCS, LARMAC and
the Taste of Ladera buy insurance?!?
Of
course, the insurer wants to keep the entire insurance premium to itself – pure
profit if it doesn't have to pay a claim.
But the event is so well run that in seven years and after 100,000 people, there has not been one single claim filed against the Taste.
ISSUE 4: "LARCS receives
several requests each week to use Founder's Park"
So
what? Decide which events are appropriate and which are not; it's not that
difficult. Because LARCS receives a lot of requests is no reason to cut off
usage of Founder's Park.
ISSUE 5: "The Taste is an unruly drunken brawl that is
not family-friendly"
This is
one of the most hurtful myths. True, people can purchase wine and beer, and
there are always some people who have too much to drink. But off-duty sheriff’s
deputies and security personnel, as well as staff, volunteers and vendors who
are trained to look for and report people who may be intoxicated heavily patrol
the event.
As for
family-friendly, many residents bring their families to the Taste, which has an
entire section cordoned-off for children. And the second day of the event is
devoted entirely to children and families.
ISSUE 6: "The Taste of Ladera
can be held elsewhere other than Founder's Park"
There
are not a lot of options available that could handle an event of this
size. Besides, Michelle Patterson
says, "Having the Taste of Ladera at Founder's Park in the heart of the
community makes it possible for so many families to walk to the event, ride
bikes, and even come on golf carts.
"It's
hard to believe a decision of this magnitude that affects so many was made
without notifying anyone," Michelle added.
ISSUE 7: "The charities that
benefit from the Taste of Ladera can participate in LARCS-sponsored events"
True,
but the Taste draws many thousands more people than the LARCS events, giving
the charities much more exposure.
In
conclusion, the Times recommends that LARCS reconsider its policy
in the best overall interest of the community.
If you
have an opinion on this issue, submit your answer in a non-biased poll on www.LaderaTimes.com that
has been reviewed by a professional pollster.
(Editorial
Note: For the sake of complete transparency, it needs to be disclosed that
the author of this op-ed, Jim Schmitt, Editor and Publisher of the Ladera Times, and his wife, Kathy Scholze, are members of the
Taste of Ladera planning committee. Furthermore, Michelle Patterson is a
regular columnist of the Ladera Times newspaper. LaderaPortal has modified the orginal Op-Ed for clarity and formatting without intent to change any meaning.)
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