REBUTTAL

Ron Davis always has an interesting point to throw out for public

debate, but he seems to forget that the “dark times” at the Huntington

Beach mall were created by a number of factors outside the control of the

remaining anchor stores (“‘Warm and fuzzy’ editorial ignores business

rules,” Oct. 19). There are major flaws in his argument, and he unfairly

blames good businesses that want to be partners in the Huntington Beach

community. His editors are right about Wards deserving a place at the

mall.

Does Davis remember the recession?

A number of large retailers struggled through hard economic times

during the better part of the 1990s. We have all seen their new and

successful approaches, which are the result of reorganizing, retooling

and rethinking about what today’s public wants.

The anchor stores at the mall suffered from the same bad times that

hit municipal governments and businesses, and which prevented the

significant reinvestments that were and are needed. Broadway did not

abandon the mall; they were merged with another department store chain

and disappeared. Thankfully, the economy is better today, and businesses,

like Wards, have the new financing and capital they need to reinvest.

Why would any business invest heavily into an organization with no

leadership and no real plan for the future? Did Davis forget how many

owners the mall has had over the last decade and a half?

Each of them had a different plan, but it was never executed. No

business in their right mind would put significant dollars toward

something that unstable, no matter how painful the situation is for them.

That is the real “rule of business.”

I know for a fact that Wards has repeatedly committed to totally

remodeling its Huntington Beach store, along with a new plan for their

entire mall property. I know Davis is a good attorney, but he might want

to rethink how he would view this situation if he were the CEO of a major

store at the mall, and it was his money being invested.

Wards does care about Huntington Beach, its employees and the

condition of its store.

He was not in the parking lot after the Oct. 2 City Council meeting to

witness the emotion and faces of Wards employees when the council took

the action that could lead to eminent domain. He was not in the Wards

store early the next day, as was Spencer Heine, president of Montgomery

Ward Properties, to talk with the employees and management, many of whom

are Huntington Beach residents.

Everybody cares. And besides the human compassion for this situation,

there is a significant “rule of business” reason to stay here.

First, Wards owns, not leases, its 13 acres. Second, the Huntington

Beach store is important for Wards’ entire California operations and

distribution, which has a companywide effect. Maybe Davis doesn’t believe

in loyalty, but maybe he’ll understand the business reason for Wards

wanting to stay and invest in its own property.

I have been an urban planner for more than three decades. I have also

served as a city councilman, mayor and president of the League of Cities

in Orange County. I understand the strong desire of the City Council to

see the mall redeveloped.

My planning and development background informs me that there are no

other options to consider regarding the redevelopment of the mall, which

do not lead to more legal costs, divisiveness for the community and

delays for the mall’s ultimate recovery.

Maybe Davis hadn’t heard that Wards has cooperated with Ezralow and

previous owners to facilitate a redevelopment.

Maybe he hadn’t heard that Wards has remodeled more than 76 stores

nationwide, many within the upscale malls with upscale retailers (such as

Saks, Nordstrom, Lord and Taylor) Davis calls old-fashioned.

Maybe Davis think Wards stands for old-fashioned values, even as they

are reinventing themselves. I think he’ll find there is a lot to be said

for retaining the values of previous generations, the American right to

property ownership and free enterprise. Those are “rules to play by.”

PHILLIP R. SCHWARTZE

Planning consultant

Wards