The front page story in The Pasadena Star-News on Sunday (10/15) about the growing trend called "Astroturfing" in which corporations and political groups manufacture fake grass roots organizations is an important story.

In fact, it is why we formed Arcadia Wins!, which is mentioned in the story but potentially and probably inadvertantly gets painted with the same brush as groups such as Arcadia First! and Save Arcadia.
Arcadia Wins! was formed early this year shortly after we learned that Arcadia First! was not a grass roots organization created by citizens in Arcadia at all. Rather, it is the result of a business strategy by Westfield, the Australian-based company that is the largest owner of shopping malls in the United States. They hired a political consultant who does not work or live in Arcadia or even the San Gabriel Valley to create "a coalition" of Arcadia residents and business owners to combat the proposed development on the parking lot of Santa Anita Park, right next door to a Westfield shopping mall. Since then Westfield has also created "Save Arcadia" and has spent millions of dollars through the two organizations to try to stop the proposed Shops at Santa Anita.

There is nothing wrong with Westfield spending that kind of money or taking those positions.

But that level of spending is clearly beyond any local grass roots effort. Although Arcadia First! and Save Arcadia are careful to note that they are funded by Westfield, those notations are lost on many residents and even some supporters of Arcadia First! who believe that they are truly part of a group that was formed and is run by devoted Arcadia volunteers.

We feel it's important for Arcadia residents to clearly understand who is behind the onslaught of propaganda. And we believe it is important to present an independent voice, one that cuts through the opposing agendas, rhetoric, distortions and manipulations to provide facts upon which Arcadians can make intelligent decisions.

That is the basis on which Arcadia Wins! was formed by a group of residents with a common goal.

Make no mistake, Arcadia Wins! is supportive of the revised proposal for The Shops at Santa Anita. But we are no shill or voicebox for the developers Caruso Affiliated. In fact, last summer Arcadia Wins! refused to endorse a counter ballot petition Caruso generated in response to Westfield's two upcoming ballot initiatives. Caruso cited our position as well as requests by the City Council when they decided to shelve their petition.

Through this website we cite the relevant facts and figures that can get distorted by both Caruso and Westfield, and we do our best to keep both sides honest by pointing out and clarifying misleading quotes in ads and mailers. While we clearly take a position, our support for The Shops at Santa Anita and our credibility will only be negated if we do not provide accurate information. We welcome input and concerns from all residents to ensure that we all make the most informed decision.

Scott Hettrick
founder, Arcadia Wins!