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Americana at Brand Rethinks Advertising Policy

Top Caruso executives met with representatives of the Glendale chapter of the Armenian National Committee of America, or ANCA, in early September to address concerns about the relationship between the Armenian community and the luxury retail developer’s Americana at Brand shopping center in Glendale. Caruso has butted heads with Glendale Armenians twice in the last few years regarding the display of apparel and advertisements pertaining to the Armenian genocide. “The meeting was cordial and laid out the next steps for more sensitivity by Americana executives toward Armenian issues, particularly the genocide,” Harut Sassounian, editor of weekly Armenian newspaper California Courier, said. A Caruso representative was not available for an interview by press time. The most recent miscommunication between the parties arose in August, when the producers of “Architects of Denial” – a historical documentary on the denial of the Armenian genocide – approached the Americana at Brand about purchasing advertising space to promote the film. The shopping center rejected the offer on the grounds that such a display would violate its policy against political advertisements. “Genocide is not a political issue – it is a human rights issue,” Sassounian said. “Furthermore, antagonizing its large Armenian shopping clientele is contrary to Americana’s own business interests.” The shopping center first found itself at odds with Glendale Armenians – which make up roughly 40 percent of the city’s population – after it banned an Armenian business on its property from displaying some apparel items commemorating the centennial of the Armenian genocide. Seller Pentagon Records had been approved to offer its wares on carts leased from the Americana, but was forced to take down t-shirts with the phrases “Our Wounds Are Open in 2015” or “We Are Still Here 2015” after shoppers complained. The resulting backlash from Armenians, including a protest at the Americana, led Caruso to issue an apology. Caruso reportedly was unable to meet with Armenian community members at the time. Doing so might have saved the Americana from the headache it endured in August, when its decision to turn down “Architects” advertising was met with anger and action. In an Aug. 8 letter to Caruso Chief Executive Rick Caruso demanding that the company explain its refusal to display the ad, the Glendale chapter of the Armenian National Committee of America noted that the company had used $77.1 million in public funds to construct the Americana. “To that end, we do not view the Americana at Brand as just another shopping mall, but as a good faith partnership between the city’s diverse constituency and (Caruso),” the committee wrote. “Currently, the Americana at Brand is not operating under this premise, which shows a lack of corporate citizenship.” After garnering support from members of the Glendale City Council as well as U.S. Congressman Adam Schiff and L.A. County Supervisor Kathryn Barger, the committee announced that it would hold a press conference on Aug. 17 to call for a boycott of Caruso properties. The same morning, Caruso Executive Vice President of Operations Jackie Levy issued a letter addressed to the Glendale community saying that while the advertising use was a violation of the city’s zoning, it would offer the space to the film producers free of charge. At the September follow-up meeting with Armenian leaders, Caruso said it would organize a committee to work toward forging closer ties between the Armenian community and the Americana at Brand. “We value the very productive meeting with ANCA-Glendale leadership and look forward to strengthening our relationship which includes continuing to celebrate our deep appreciation for the Armenian community,” Levy said in a statement. “Establishing this new community relations team will ensure that our partnership will continue in a very meaningful way.” The composition of the committee will be decided within the next few weeks, according to Margarita Baghdasaryan, community relations director for the Glendale chapter of the ANCA. Glendale Armenians, too, are eager to improve their relationship with the Americana in collaboration with Caruso, she added. “We hope to work on opportunities to make the Americana at Brand an inviting place for the community,” Baghdasaryan said. REI in Burbank Outdoor recreation retailer Recreational Equipment Inc., or REI, opened its new Burbank location on Aug. 25. The store is the company’s second in the San Fernando Valley, with the other location in Woodland Hills. REI holds a 10-year lease for a 43,000-square-foot property at 1800 W. Empire Blvd., the site of a Sports Authority location until the company closed last July. REI is likely to boost business growth in Burbank, which was the site of another high-profile store opening earlier this year with the launch of the country’s largest Ikea. Besides drawing in shoppers’ dollars, such well-respected retailers also bring talent to the area, explained Simone McFarland, assistant community development director in the economic development office of the city of Burbank. “A store like REI adds to the quality of life and therefore helps with the attraction and retention of the workforce,” McFarland said. Staff Reporter helen Floersh can be reached at (818) 316-3121 or [email protected].

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