The Strawberry Fields Mall marketing campaign heats up
By Richard Riehl / The Riehl World
When my wife and I arrived at Alga Norte Park last week to be among the first to sign the referendum to let us vote on the city Council’s decision to allow a developer to build a shopping center on the Hedionda Lagoon, we found two tables there, the first set up to dissuade those of us headed for the referendum table nearby.
The folks supporting the Caruso development were pleasant enough, inviting us to hear their side of the story. But having already been duped into signing a petition to “save the Strawberry Fields,” only to learn we’d been misled, we headed straight for the referendum table a few yards away.
While we were a little disappointed to see the opposition nearby, we concluded it was just an example of a healthy democracy at work. But when the relentlessly dishonest television ads began to flood the local channels it became clear Rick Caruso’s multi-million dollar marketing campaign remained in full swing. Then a glossy mailer arrived, paid for by Preserving Carlsbad Open Space the Right Way, Inc. (2350 Kerner Blvd., Suite 250, San Rafael, CA), “with major funding by Caruso Affiliated.”
It featured a quote from the Carlsbad Strawberry Company owner, Jimmy Ukegawa, the person most likely to benefit from having a shopping center next door to his business. He claims, “The efforts of corporate interests from outside of California and others to overturn our city Council’s approval of the 85/15 Plan is an attempt to kill off my family strawberry farm and end coastal agriculture in Carlsbad.”
Caruso mailer
Ukegawa is apparently unaware of the provisions of proposition D, passed by the voters in 2006. It specifically promotes farming in the area in question, for as long as it is economically feasible. It also provides for a comprehensive planning process, with significant citizen input, to determine appropriate open space uses. In fact, it raises agricultural uses of the property from priority 5 to priority 1. The owner of the Strawberry Fields has no more to fear from a public vote on the Council’s decision than any other business owner in Carlsbad.
But the most troubling spin of these ads is linking the call for a vote of the people to, “corporate interests from outside of California” and “others.” Rick Caruso must be having nightmares about his failed project in Arcadia eight years ago, where the city Council unanimously approved his plan for The Shops at Santa Anita mall next to the race track before a Los Angeles County Superior Court judge ruled the project’s environmental impact report had to be revised before the plan could move forward.
Judge James C. Chalfant found 11 points of contention in the original environmental impact report, ranging from air quality to solid waste to traffic mitigation (L.A. Times, July 25, 2008). After the Arcadia City Council approved his plan it was challenged in lawsuits by neighbor Westfield Santa Anita and its community advocacy group Arcadia First!
Sound familiar? It must have been a déjà vu moment for the developer when he learned of the citizens for North County referendum campaign. But this time, after publicly blaming Carlsbad’s Westfield mall for launching the same attack he faced in Arcadia, Westfield’s vice president for corporate relations shot back, “Despite the use of the Westfield name in false statements by Caruso and others, Westfield is not providing any support, financial or otherwise, to the referendum drive.” He promptly retreated to blaming “outside of California corporate interests,” turning to the old Nixonian explanation for civil unrest.
When Caruso refers to “others,” he’s talking about you and me. Sign the referendum before September 24 and get the right to vote on the future of Carlsbad’s open space by the beach.
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Bravo Richard. You seem to be the only one who understands what is going on here and is willing to write about it openly. I am NOT being paid by anyone. The only reason I decided to volunteer to gather signatures is because I was accosted when I went to sign and the people representing Caruso tried to stop me. Others can share similar (if not worse) experiences. I have been told by credible witnesses that Caruso people have resorted to using physical intimidation and other such tactics to try to stop people. They don’t seem to grasp the fact that this only undermines their credibility and motivates us. The people of Carlsbad are educated, intelligent and tired of being lied to.
Thanks, Don. Well-said.
I grew up in Carlsbad, went to Carlsbad High School and have been an active community member for nearly my whole life. I love this city and that is why I am tired of seeing people attack the 85/15 plan.
What people need to understand is, unlike what was reported here, that SDG&E owns the land that the strawberry farms are on and that this land has been in danger of being sold to developers for years. I know many members of the City Council personally and can testify to the efforts they have made to keep the fields in the city. If this deal is overturned it is very likely that Carlsbad will lose its iconic strawberry fields. This deal also includes many protections and reforms that are needed. Another thing people don’t understand and is often misrepresented is that the land has been set aside for commercial use so without the 8515 plan we are very likely to see a 100% plan where we lose a lot more of the natural habitat then we will be today. The 8515 plan includes water protections for the Agua Hedionda lagoon that would actually enhance the quality of the water that is there today.
As someone who love Carlsbad and hopes to raise his kids in the same beautiful city that I was raised in please don’t sign the petition being pushed by the Westfield mall and others. Save the strawberry fields and protect the lagoon by supporting 8515
Keyrollos,
Here’s the link to Proposition D, passed by the voters in 2006 http://www.carlsbadca.gov/civicax/filebank/blobdload.aspx?BlobID=28328.
Apparently you haven’t read it, since both of your claims about the strawberry fields and commercial use of the land are false.
Why are you afraid to have Carlsbad residents vote on the plan?
There isn’t a petition being pushed by Westfield. No one from outside our state, no lying, no harassing, no PAID volunteers, no PAID signatures. Just loyal Carlsbad citizens.
“This deal also includes many protections and reforms that are needed.” Oh so you’ve seen the deal, huh? You’ve read all 4000 pages? Because none of us have had an opportunity to.
If you think the rest of Carlsbad feels this way, why not have a vote?
Mr. Ibrahim thank you for your input. I too was raised in Carlsbad. It is a very special and beautiful environment. It seems to me that you are reciting verbatim what the proponents of the 85/15 plan are saying. If you do your research you will find the facts as you represent them are far from accurate. Proposition D provides for agriculture as Mr Riehl stated. The strawberry fields can continue to grow with or without Caruso. Your argument is moot. What concerns me is that putting a 550000+ sq. ft. shopping center on a fragile lagoon shore. Not to mention the congestion that cannot help but increase with the estimated visitors the mall would bring. I have been watching this whole process and frankly am surprised anyone would not see through the deceptive advertising campaign that Caruso has been heaping on us. Actually telling the voters to sign his petition and put it on the ballot. Then when the real citizens ask for a vote he claims outside corporate interests are behind it and tells the voters not to sign for the exact thing he claimed to offer. If you believe his lies then maybe you should ask yourself why he does these things. Thanks
Perhaps this forum’s fair readers saw last week’s Fox5 News story that prominently featured a once-well-regarded local political consultant who is known for his very high fees and for doing nothing without a paycheck attached.
There is no way a modest 501(c)(4), whose principals are begging for online donations, can pay a professional’s consulting fees to conduct research on its behalf.
And before you go there, let me assert with certainty that this consultant does no pro bono work. It is all about the dollar for him.
Further, we have an admitted outsider, Diane Nygaard, running up and down our neighborhoods’ streets and camping out at our schools and parks in pursuit of signature. She and her ilk absolutely are outsiders.
Our respected city council members and mayor, after exhaustive review and extensive public testimony, responded to an overwhelming majority of CARLSBAD RESIDENTS.
Most of us support the 85/15 project and long to have respectful conversations with our fellow residents who may see things differently.
Thank you for kindly considering my viewpoint.
WOW!! Arnie really? you consider Oceanside residents “outsiders”???? might they be affected by the project?? as to the rest of your babble blablabla puppet!
So your point is that westfield may have paid an investigator to expose the fact that caruso paid off all the signature gatherering companies to the tune of 50k each (per the story)? Paid them all off so they wouldn’t work for the opposition? Really? That’s all you have against them? It would seem that if caruso wouldn’t have engaged in dirty tactics there wouldn’t be a story.
And the diane arguement is old. Really old. Her ilk? Come on. What exactly is her kind? Why personally insult a woman who is literally the nicest woman I’ve ever met. She’s done more for carlsbad than all of us combined.
Mistake not, carlsbad residents are behind the opposition. Westfield is not supporting the referendum. Period.
Annie-Your viewpoint is not yours but just a parrot for Caruso in every publication and blog you can find.
Hi AK I am an outsider from Carlsbad. You seem to express a real concern for outsiders collecting signatures in Carlsbad. Mr Caruso is a real outsider who hired outsiders to collect signatures in Carlsbad. So it is OK for Caruso but so wrong if Mrs Nygaard is doing it voluntarily.
Great stuff Richard. The whole 85-15 dog and pony show created by Caruso tends to fall apart when you question its basic premise. They’ve used Jimmy Ukegawa as the poor innocent victim who will somehow lose his farm if this project doesn’t go through (though there’s no evidence to support that). And how this project will “save” the strawberry fields is also never explained. At least 70% of that land is dedicated to agriculture and open space no matter who develops it.
Maybe someone out there who is part of the “overwhelming majority” of people who support the 85-15 project can explain why Ukegawa will lose his farm if it doesn’t go through.
Doug Desjardins
Our much-trusted Carlsbad city council voted unanimously to support the 85/15 Plan after hearing from Carlsbad residents and went through the process of thoroughly reviewing it. It would be best for Carlsbad not to sign the petition.
The 85/15 Plan means Jimmy Ukegawa’s beloved small family business is safe and Carlsbad’s strawberry farming is ensured for generations to come.
The 85/15 Plan means 176 acres of new access to open space for Carlsbad families at no cost to taxpayers.
The 85/15 Plan means new lagoon water protection that safeguards the habitat, wildlife, and the families who use it.
Signing the petition means Carlsbad loses the iconic Strawberry Company, our strawberry farming heritage, and protections for coastal agriculture.
Signing the petition means Carlsbad loses an opportunity for hiking trails and an outdoor education center for our families.
Signing the petition means Carlsbad loses new ways to protect the Agua Hedionda Lagoon’s habitat and wildlife.
Trust the process and don’t let outside interests overturn our respected city council.
Please do not sign the petition for the best of Carlsbad.
Rebuttal:
1. Our much-trusted Carlsbad city council voted unanimously to support the 85/15 Plan after hearing from Carlsbad residents and went through the process of thoroughly reviewing it. It would be best for Carlsbad not to sign the petition.
Half of the people who showed up and were speakers at the city council meeting on August 25th were not in favor of the project being approved at that moment and wanted a vote. This should have motivated City Council to agree that the project be voted on by the people of Carlsbad, so that everyone could weigh in. Since City Council approved the project, signing the referendum is the only way the PEOPLE OF CARLSBAD CAN DECIDE FOR THEMSELVES IF THEY WANT THIS PROJECT.
2. The 85/15 Plan means Jimmy Ukegawa’s beloved small family business is safe and Carlsbad’s strawberry farming is ensured for generations to come.
FALSE- There is no guarantee in this plan this Jimmy will be the “chosen” farmer. Ask Caruso for proof that the Ukegawa Family will be there forever.
3. The 85/15 Plan means 176 acres of new access to open space for Carlsbad families at no cost to taxpayers.
FALSE-A gross exaggeration at best. Look at PROP D regarding open space protection this land already benefits from.
4. The 85/15 Plan means new lagoon water protection that safeguards the habitat, wildlife, and the families who use it.
FALSE- this plan will add air pollution and water pollution to all habitat close by.
The Watershed Network: “the group is speaking out about what some members see as “major concerns” with Caruso’s plan”
5. Signing the petition means Carlsbad loses the iconic Strawberry Company, our strawberry farming heritage, and protections for coastal agriculture
FALSE- Did we hear anything regarding the Strawberry Fields being threatened before Caruso came along???? or is this fear mongering?
6. Signing the petition means Carlsbad loses an opportunity for hiking trails and an outdoor education center for our families.
FALSE- Carlsbad has been promised 40% open space through PROP. E . Is the city not going to fulfill this promise without Caruso?? Oh and I don’t consider a parking lot open space do you?? Ask Caruso and City Council if they do.
7. Signing the petition means Carlsbad loses new ways to protect the Agua Hedionda Lagoon’s habitat and wildlife.
FALSE- Signing the petition means PEOPLE GET TO VOTE!
8. Trust the process and don’t let outside interests overturn our respected city council.
FALSE- This is not the “normal process” Carlsbad has a project planning process that has served the city well… this is not it. Section 300 of the City Charter of Carlsbad: THE INTENT OF THIS CHARTER IS TO ALLOW THE CITY COUNCIL AND THE VOTERS TO EXERCISE THE MAXIMUM DEGREE OF CONTROL OVER LAND USE MATTERS WITHIN THE CITY OF CARLSBAD. Let the people vote. The people concerned and gathering signatures are local people not “outside interests”.
John Quincy once said “May our country always be successful, but whether successful or otherwise, always right”
Well said GYI, especially item #2. Considering that we experiencing one of the worst droughts in history, wouldn’t lack of affordable water would be a major consideration for keeping those fields going? What happens if the Ukegawa family can no longer afford to keep the the business profitable? Does it go to another farmer? Reverts back to a natural habitat (my favorite). Or is more land then converted to “development”? I was also under the impression that Prop D, protected the land. There are too many red flags for me. By the way, I don’t consider a parking lot or schoolyard open space either. What guarantees do we have that the land that has the fields won’t be rezoned. Already seen that happen. And why another mall? I read several articles saying that malls are struggling. Look at Westfield. Most of the big stores have bailed.
I can only think of one reason why the Caruso company would so dead set against the residents voting on this issue. Why not let us vote? Because Caruso knows they could lose. A LOT of residents ARE NOT in favor of this project. Not to mention that many use feel duped.
You sound like a paid spokesperson of the 85/15 initiative.
Come on:
“The 85/15 Plan means Jimmy Ukegawa’s beloved small family business is safe and Carlsbad’s strawberry farming is ensured for generations to come.”
This is BS. Ukegawa is a multi-millionare that drove hundreds of migrants out of their homes when the had the audacity to ask for fair wages.
http://articles.latimes.com/1994-11-27/magazine/tm-8139_1_los-diablos/6
YOU might trust them. That does not make them “much trusted”. It just means you haven’t figured out which people are worthy of trust and which ones aren’t.
Great article! The caruso minority still continues to spout the caruso propoganda. I can’t wait for the mailers to start dropping out of airplanes since every other tactic has been used.
For those crazy conspiracy theorists out there; westfield is NOT involved. I wish they were. Caruso has spent north of 3 million trying to pound his ideas into residents brains and he has unfortunately convinced a few including the council.
Us residents however, have had enough. We know the truth. Fancy watercolors and promises not backed up in 400 pages of initiative won’t work on us. We were fooled once with the promise of a vote, we’re not going to let him fool us twice.
Sign the petition! Put it to a vote. There is NOTHING to lose. Caruso offered to pay. Put this to an end and let the majority, for or against, have their way.
Thanks to all the Caruso supporters for motivating me. I have already collected ON MY OWN loads of signatures. My pledge is to collect one signature for every lie told by Caruso or one of his employees or supporters. That ought to be about, say, a million or two. No one is paying us. No one is supporting us (other than the good, honest, intelligent citizens of Carlsbad and neighboring communities). Caruso puppets can say what they like, believe what they like, (but they can’t physically assault us…right? Lund found that out), but they can’t do anything to discredit our efforts because we know who we are and what we stand for. Likewise we know who they are and who they work for. We will prevail. Thanks Richard for helping shed light on this. Caruso’s people can continue to live in the dark. Just don’t try to force us to join you.
I am apparently one of the “ilk” or outsiders walking the neighborhood with a petition to allow a Yes or No vote. I live in a waterfront condo in Bristol Cove, on Marina Drive. That’s On The Water of the lovely lagoon that the 85/15 plan will ruin. This is literally my front yard. We are not outsiders or corporations. We are Carlsbad Old Timers! Power to the People!
Latest Caruso nonsense…a new lying mailer with a postcard prepaid postage asking people to have their signature removed from OUR petition.
IRONY ALERT…I was just going around door-to-door and when I explained to people what was going on, most were willing to sign. One couple were a bit hesitant at first, then the wife grabbed the mail, saw this piece of crap, and immediately said, “I’ll sign and so will my husband.” Thanks for the assist from Caruso and his dopey minions. They are their own worst enemy. A suggestion for others who receive this garbage in the mail…fill it out as a Carlsbad voter and then tell Caruso what you really think of him. And the nice part is that HE is paying the postage!
Thank you for starting this seemingly balanced dialogue. It is shocking to me how hard it is to find unbiased, fair, reasoned analysis of this issue for the average Carlsbad resident like me. If anyone has any links to share from any other no-axe-to-grind or money-to-be-made sources I’d really appreciate them, and I expect other Carlsbadians would, too. Please DO NOT refer me (us) to any more surrogate sources for moneyed interests.
I’m still undecided where I stand but I have a mild predilection based on limited personal experience for the old Watergate adage “Follow the money”, and so far the money seems to be behind the plan as proposed. Unfortunately(?) the money isn’t ALWAYS wrong so it doesn’t help much.
Thank you in advance. :-)Shawn
Shawn,
Here’s the link to the Agua Hedionda South Shore Specific Plan:
http://tinyurl.com/ndqg3r5
It’s a 397 page document, but well worth paging through to get the full, unbiased story of the developer’s plan. There’s not much in it about the strawberry fields, as you will find. That was just the hook to get people to sign the initiative. Hope you’ll sign the referendum and get a chance to make an informed vote!
While I am not adequately familiar with the plan to offer an opinion on it, I am well versed in politics. The quality of the TV ads and mailers made me highly suspicious so I did enough research to understand my initial reaction was correct. The current campaign comes across like a citizens group trying to preserve open space when in fact it is a developer funded campaign to head off a citizens petition drive to place the plan before voters. I accept that the development MAY be a fair trade-off for the open space in the plan. However, if it was would the developer have to run such a misleading campaign? Could he not argue for his plan on its merits? Or be prepared to do so at the ballot box?
The misleading campaign makes me highly doubtful this plan is good for Carlsbad.
People need to know what is REALLY going on out here.
Just one example of someone who has had enough (and it ain’t from me…I’ve been fortunate to avoid any encounters with the supposedly “passive informers” hired by Caruso.
This is from another Carlsbad resident:
“Passively providing information”? We have had paid, rude Caruso canvassers at our doorstep attempting to strong-arm us into removing our names from a referendum to allow a vote. We have had robocalls soliciting an anonoymous opinion on the project, and when an unsupportive opinion is shared, Caruso employees show up to the home. We have received multiple mailings a week that range from misleading to downright false. We are bombarded with paid television and print advertisement with the goal to suppress a vote. And, disturbingly, a female citizen who just signed the referendum to allow all residents to vote was *physically* confronted by a male supporter of Caruso as she left the park — in front of children, no less — requiring Carlsbad Police intervention.
ENOUGH IS ENOUGH. Stand up for your rights. Call the police. Call the Mayor. Call City Council. Call Sacramento. Call Underdog. Call Mighty Mouse. Ok, now I;m just dating myself, but you get the idea. Speak up people or you won’t be heard. You will be ignored just as we were all ignored by our “trusted” elected officials. Be part of the solution.
I wrote some nasty remarks on that postcard but decided to just throw it in the trash. I think we are sending a signal loud and clear enough. But the rest of you, go for it.
Newest example of “passive” tactics from Caruso. They somehow obtained a list of city residents’ email addresses and are bombarding us with their lies. I am seeking to confirm from the city whether the city government provided the email address list or not. Naturally they are also robocalling, but phone numbers are public, so no surprise there.
I have been getting a mailer every week again from Caruso. This time it is about NOT signing the petition repealing the approval of his shopping center. This developer will spend anything to get his project built without going through the regular process that everyone else has done over the years.
Carlsbad voters were duped by this rich out of town developer. It is all about the money, folks. Where do I sign the petition?
Jim V,
If none of the regular signing events posted above are convenient for you, I will gladly drive to your house so you can sign. Please just let me know if that is your preference. I have already done so for others. It’s the least I can do for such a worthy cause.
Drove to Library site last week. Walked by “Don’t sign Petition”
sign holders and was nicely asked if I was a Carlsbad resident and if I had heard about the petition to vote. I said I had specifically come down to sign it, which I did.
Saw a lady on the beach this weekend trying to get signatures.
I am blown out that people are not flocking to sign.
Another letter in SD Union spouting misinformation today. I have sent several, but they are not being published.