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Mall question sparks ad spending

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  • Mall question sparks ad spending

    Pasadena Star News
    Article Published: Friday, August 06, 2004 - 8:29:29 PM PST

    Mall question sparks ad spending

    By Naush Boghossian , Staff Writer

    GLENDALE -- Campaign spending for and against developer Rick Caruso's $264
    million open-air mall totaled $1.1 million in July alone, when both sides
    began their push with television commercials and print ads.

    The July numbers brought General Growth's total spending to date against the
    mall project to about $1 million, while Caruso has spent $919,000 to date
    defending his project, campaign statements filed Friday show.

    "This is an expensive campaign. We have six weeks left to voting and we're
    really at the front end of gearing up on this campaign,' Caruso said.

    The vote, set for Sept. 14, challenges zoning for the proposed retail,
    entertainment and housing project.

    Caruso's expenditures so far represent the beginning of his direct mail
    campaign and television commercials.

    Caruso opponents, meanwhile, are targeting Armenian voters, spending $28,700
    just on commercials that ran on Armenian cable shows.

    "Reaching the Armenian community is an important part of our campaign and we
    are planning on spending a significant amount of money to do that,' said
    Harvey Englander, campaign consultant for project foes.

    Glendale Galleria owner General Growth and Caruso Affiliated Holdings have
    provided most of the funding for their respective campaigns.

    Neither side would say how much it intends to spend until the vote.

    General Growth began a petition drive in late April to bring the Caruso
    center to a public vote.

    Opponents of the downtown Glendale project adjacent to the Glendale Galleria
    have argued the center would be incompatible with surrounding businesses,
    would cost the city too much, and the partial closure of Harvard and Orange
    streets would worsen traffic in the area. Naush Boghossian can be reached at
    (818) 546-3306, or by e-mail at [email protected] .
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