Public Management for Land Use

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Public Management for Land Use
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Every Project Has Opponents

• Every Project Needs a Constituency

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• Navigators Creates a Land Use Campaign

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Every Project Needs

• Research
• Strategy
• A Plan
• Communication
• Organization
• Execution

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• 1. Serve the Projects Leadership Team.

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• 2. Provide Reliable Solution in One Place.

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• 3. Create the Right Team to Fit Each Project and
  Manage it to Success.

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Retail Centers

• The Shops at Santa Anita
• Americana at Brand
• Lent Ranch Mall
• Universal City Metro Station

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Sports Stadiums and Arenas

• Miami Heat
• Detroit Tigers
• NY Jets

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Corporate Interests

• Carnival Cruise Lines
• Michigan Brownfields Initiative
• AEG
• Budget Rent-a-car of Southern CA

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• Involved in the two largest land use battles over
  retail projects in recent history, both for
  Caruso Affiliated.

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The Shops at Santa Anita

• 829,000 square foot retail center in parking lot
  of Santa Anita racetrack - similar to the Grove

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52 Oppose
39 Support

• Initial Polling Strongly Opposed

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Navigators Approach

• Research Audit know the locals
• Fit the project to the community
• Win the stakeholders
• Win the web
• Break even on Traffic
• Brand Caruso/Put Westfield on defensive
• Turnout

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• Westfield Negative Mail

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Architect of Arcadia Program

• No more apartments
• Add Community Arts Center/Theater
• Deal for office space with School Board
• Two-story limit on building heights

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Traffic Strategy

• Westfields issue but we had to face it
• Mitigation offer 10 Million

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• Traffic expert Sam Schwartz

• Invent Traffic Expert Sam Schwartz
• Micro-Campaign
• Tours, Mail, Presentations, Press

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• Mail, Phones, Newspaper
• Cable TV - Firefighters, Cops, Track Management,
  School Board
• Door-to-Door Canvass
• Press Outreach
• Community Outreach and Recruitment
• Elite meetings
• Grassroots organizing
• Communicated in both in English and Chinese

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Voter Targeting
50.5
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Voter Targeting
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Voter Targeting
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Voter Targeting

• Cable Television
• Glendale Mayor
• School Board
• Cops
• Firefighters
• Track Officials
• Hour Long TV Show

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Voter Targeting

• Hour Long TV Town Hall
• Hosted by Rick Caruso
• QA Format
• Ran on Cable TV
• Mailed DVDs

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Signature Suppression Plan

• When Westfield lost Councilvote and prepared to
  go to signature effort to put referendum on the
  ballot, we launched a suppression effort
• Mail
• Door-to-Door
• Cable TV
• Buyout

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Signature Suppression Plan

• Cable TV Spot

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Results

• 5-0 YES vote in City Council
• Westfield throws in towel, abandons signature
  campaign
• Spent 8.5 million
• Started with 14-point lead

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• Navigators develops messages, creates strategy,
  builds coalitions and wins land use campaigns.
• With years of proven results, Navigators will
  design a land use campaign tailored to your
  specific projects needs.
• What guides Navigators is our commitment to
  achieving victory for our clients and their
  projects.

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To find out more about our Land Use practice or
engage our services, please contactEric
Shabsis, Vice President Navigators, LLC1041
North Formosa AvenueWest Hollywood, CA
90046(310) 470-0600