Writing Shotgun
BELMONT STATION JOINS AD BOYCOTT AIMED AT THE PAPER YOU’RE READING RIGHT NOW
ALSO? A CHICKEN-WING EMBARGO
Seeking to control business, politics, and media on Second Street, Belmont Shore Business Association president Gene Rotondo has expanded his effort to starve the District of ad revenue, now reportedly also denying the president of the local neighborhood association continued access to chicken wings at Legends, one of several bars he owns.
“Last night, while attempting to enter Legends Bar to meet some friends, I was told by Legends Manager Shaun Alexander that I am no longer allowed to enter Legends,” Belmont Shore Residents Association president Mike Ruehle wrote in an email to the District, the Press-Telegram and LBReport.com. “He told me his orders came from the business owner, Gene Rotondo . . . . I’m not the only one. Another person, who chooses to be my friend, is also banned from the three Second Street bars that Mr. Rotondo co-owns.”
The Belmont barmeister has had a bad couple of weeks. On September 11, Rotondo and a group of Second Street business and property owners—as well as Third District Councilman Gary DeLong—tried but failed to stop Ruehle’s re-election to the residents association, a group that has frequently opposed the landowners.
Days later, Rotondo must have lived the whole nightmarish event a second time when District senior editor Dave Wielenga reported on the election results (“The Ruehleing Class,” September 17). Rotondo was not mentioned in the story, but he is part of part of that group, some of whom double as city officials—officers of the business association and parking commission, which are funded by such public revenue streams as business license fees and parking meter money. Wielenga has written several reports about situations in which the public duties and personal objectives of these officials coincide.
Shortly after Wielenga’s story hit the streets, Belmont Station owner Gary Roth pulled his advertising from The District, joining a list that includes the Belmont Shore Business Association, Legends, Polly’s Coffee, Salon SOMA and realtor Frank Colonna.
In a phone call to District sales representative Kristina Coffeen, Belmont Station’s Gary Roth said the magazine “continuously prints lies about Gene Rotondo and Belmont Shore.” As a result, Roth said, “I don’t want to do business with you, and I don’t want to see you or anyone from the District in any of my three businesses down here.”
“He was pretty angry,” Coffeen said. “Angrier than Rotondo.”
The ad boycott started in July after Wielenga reported that the Belmont Shore Parking Commission—then headed by major local landowner Bill Lorbeer, whose holdings include the property where Rotondo operates Legends–were trying a second time to float a bond that would pave the alleys around private properties and pay Colonna, another big property owner and a former city councilman, $1.5 million for a parking lot that services one of his buildings.
The central point of the story was a statement by Mayor Bob Foster, who at the August 5 city council meeting said, “I’m gonna flag this. I just want to make sure that the property owners involved who may benefit from this, that there are safeguards—that there’s no conflict-of-interest here.”
The story enraged Rotondo, but for some reason, not right away. Days after it appeared in the magazine and on thedistrictweekly.com, Rotondo and his retinue dropped by the District’s booth during the Belmont Shore Stroll & Savor event. As we handed out copies of the District to strollers and savorers, Rotondo gregariously shook my hand, grabbed a magazine and talked with Coffeen. He said nothing about Wielenga’s story. To the contrary, one of Rotondo’s hangers-on, a self-described marketing guy, declared the District “the best publication in Long Beach,” and expressed—almost manically–his deep desire to join “the only publication that really matters” in advertising sales.
A week later, Rotondo called to pull his ads for Legends from the District. He promised Coffeen he would make sure no one else in the Belmont Shore Business Association advertised with us, either. And the marketing guy was reported appearing in Second Street stores to tell other advertisers to follow Rotondo’s lead. Several now have.
When Polly’s Coffee owner Mike Sheldrake pulled his ad, he called Wielenga a “cheap-shot artist” and a “sniper.” Wielenga responded that Sheldrake was free to criticize our reporting, but was wrong to think there is anything “cheap” about whatever “shots” we may take. He pointed out that the loss of advertising like Sheldrake’s—which frequently happens when businesses are angered by stories that reflect poorly on them or their friends—is expensive.
The irony here is that Wielenga, when he worked for OC Weekly a decade ago, wrote a glowing cover story about Sheldrake and the creative and courageous ways he was positioning Polly’s Coffee to respond to the arrival of two Starbucks Coffee stores on Second Street. Sheldrake wasn’t offended by the fact that Wielenga took his side—with some pretty strong words–in his battle with the coffee giant. In fact, Sheldrake laminated a copy of the story, and it has hung in Polly’s Coffee for the last 10 years.
Starbucks continued to advertise in OC Weekly. That’s business smarts.
Tags: Belmont Shore Business Association, Belmont Shore Parking Commission, Bill Lorbeer, Dave Wielenga, gary delong, Gene Rotondo, Kurt Schneiter, Legends, Mayor Bob Foster, Mike Ruhele, Mike Sheldrake, Polly's Coffee, Salon SOMA, suja lowenthal
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LB City Girl
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RF
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Mike Ruehle
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2nd St. Fatwa
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Mike Ruehle
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Greggory
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Goodgovt4?
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wrongbeachJohn
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flng
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Bob
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Goodgovt4?
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