Putting The Unified Back Into BOUSD.

BOUSD put Measure K on the ballot and all hell broke loose.

Proponents launched “Yes On Measure K” flooding neighborhoods and public thoroughfares with signs, mailboxes with oversized postcards, inserting themselves into our dinner hours with unsolicited robocalls. They hung out on street corners distracting traffic waving signs and passing out flyers, advocated boycotting downtown businesses with ill conceived letters accusing a local developer of buying elected officials and interfering in local politics and created a Facebook page where anyone with opposing views, contrary to the spirit of the first amendment, was blocked.

Opponents launched “No On Measure K” and prominently hung four giant banners and flooded public thoroughfares with signs, attended back-to-school nights and walked neighborhoods handing out flyers, hung out on street corners distracting traffic waving signs and passing out flyers and created a Facebook page challenging every message coming from the opposition.

A self-righteous bunch reactivated their “Reject Negative Politics In Brea” Facebook page and proceeded to attack every No on K sign, banner, flyer or attempt to get their message out. Their pro-K bias was blatant. They continued this masked propaganda until a couple of unattributed third party signs showed up that were truly negative politics. Only then did they suspend activity.

The BOUSD Board of Directors, especially the incumbents running for reelection, were notably silent though state law allows them to support the bond measure on their own time. Neither the Board or district staff conducted or participated in any public forum debating Measure K.

Both sides took to Nextdoor with posts about Measure K that became inflamed with personal attacks, unfounded allegations and unsupported assertions. Comments were repeatedly tagged for review when, as it turned out, the only offense was often the expression of an opposing opinion. Once friendly cyber-neighborhoods sharing coyote sightings, lost puppy alerts and selling used furniture, became bloody battlegrounds pitting neighbor against neighbor.

The “Yes On Measure K” Facebook page has now become “Take Brea Back” and the “No On K” page is now “Brea Watchdogs” – could they be any more divisive?

fb_savebreaTake Brea back from who? From that nasty ol’ developer hell bent on becoming the King of Brea? Exactly how does that benefit our kids or the BOUSD? (Ed Update: 11/29: The facelift continues, suggesting the group is formed “to provide information about local issues, concerns, elections and government activities that affect quality of life in the City of Brea.” – They have extended their ban prohibiting me from posting on their page.

fb_watchdogWatchdogs? Watching who? Watching what? I thought you promised to become part of the solution should Measure K fail to pass. Exactly how does perpetuating an adversarial stance benefit our kids or the BOUSD? (Ed Update: 11/29: Not to be outdone, the “Watchpuppies” group also claims to be an informational resource about local issues, particularly BOUSD. Like their nemesis Take Brea Back, they have also prohibited me from posting on their page.

Yesterday Joe Rollino resigned from the Board. Why? He already announced he would not be seeking reelection in 2018. Did he finish remodeling that beach house earlier than expected? Is there any chance Bill Hall might take the easy way out too?

Would Rod Todd dare apply to fill the vacancy after failing to get reelected? If Jason Kraft and Joseph Covey both apply to fill the vacancy, who does the Board select… the candidate with the most votes? What if a new name gets tossed into the ring?

On par with unfunded pension liabilities, putting the “unified” back into BOUSD is the top priority. Not how many apartments should Hines be entitled to build. Not how to rein in the loose canon on city Council. Not term limits, tiered water rates, parking citations on trash day, where to put a porkchop on a country road, Brea Envisions struggle for relevance or how to preserve those damned hills everyone is so up in arms about.

Its the preservation of Brea’s most valuable assets. Our kids and the BOUSD.

unified BOUSD

 

Brea Envisions Needs Midcourse Correction.

Brea EnvisionsCompared to the 121 pieces posted to Brea Matters over 5 years, this has been the most difficult blog to write. Here’s why. I do not want to diminish or dismiss the contribution of those volunteering as Brea Envisions Steering Committee members or Ambassadors.

One of Brea’s great strengths, for decades, has been a consistent outpouring of volunteerism. Brea Envisions is only the most recent beneficiary. Brea schools have long benefitted from the hard work and largesse of PTAs. Youth sports have thrived thanks, in large part, to the generosity of the community.

Around 1996 then Mayor Glenn Parker launched the Mayor’s Annual Youth Award helping to instill the spirit of volunteerism into countless young Breans. Brea’s faith based community and service organizations have touched every aspect of life in Brea.

Where did the problem start?

With the best of intentions, Council launched Brea Envisions with the stipulation that no current or former elected or appointed officials could be on the Steering Committee. This was designed to prohibit the committee from being peppered with the same old faces (Old Guard) in an effort to overcome the legacy of manipulation that has blemished every effort at public engagement in recent history.

They forgot one thing, creating a means of continued oversight. Beyond the occasional self aggrandizing updates they’ve been given, Council has no real clue how leadership has evolved. Convinced to not select a Chair, the Brea Envisions Steering Committee essentially handed staff the keys.

Supported by their very expensive consultant MIG and their subcontractors, staff has taken over, concocting a long range planning project hardly touched by the very people they’re hired to serve.

What was my first clue?

Brea EnvisionsA sparse, poorly conceived social media effort and a cookie cutter website that was difficult to navigate and barely mobile friendly. Then I heard about this all purpose hashtag, #breaenvisions, that would be the linchpin tying everything together and triggering a viral response.

Newsflash: going viral is not a strategy, it’s a phenomenon. Jimmy Fallon’s Thursday Tweets create so much traffic they become trending topics because Fallon has 38.4 million followers and his staff understands how to engage their fans. City of Brea has 4,800+ followers interested in traffic updates and Amber alerts. Do the math.

The Brea Envisions website, an app/template from consultant subcontractor Crowdbrite copyrighted in 2015, is an off-the-rack one-size-fits-all “engagement” tool sold to city after city. As I said, it is far from user friendly on mobile devices and almost impossible to determine if or when any new content is added.

Did you take the survey? Did you know there is a new survey now and you can take it too? I didn’t think so.

A third of the survey questions ask for narrative input. Yeah, you have to type sentences and stuff. Someone explain to me how this anecdotal input will be translated to quantifiable data. Plus, as of this writing, only 60 folks have taken the survey. Many questions are phrased, “What are your three favorite…” which leaves zero room for constructive criticism.

This overly Saccharin Pollyanna approach has been the hallmark of that bogus old City Manager Survey that Council used to justify giving Tim O’Donnell raise after raise.

Brea Envisions: Trust but verify.

Brea EnvisionsI checked in with a couple of Brea Envisions committee members, off the record. As promised, they’ll remain anonymous… but they shared that they couldn’t remember the committee having any influence in originating anything relating to the website or social media.

Since Steering Committee meetings are, by law, open to the public and anyone may attend, which Council confirmed during their Study Session the night prior, I decided that sitting in on one was the next logical step.

Brea EnvisionsLast Wednesday evening I went to the third floor conference room, picked an unobtrusive seat to ensure my presence wouldn’t have any impact on the meeting. I stood, for a brief moment, and took a photo with my phone, then sat quietly for the rest of the meeting.

As the meeting started, a quick head count showed that attending were 11 committee members and 8 city staff members. The meeting was run and dominated by staff who easily filled 80% of the airtime. Most of their rambling presentation seemed designed to convince committee members how amazingly well staff was succeeding every step of the way. Near the end of the meeting the committee did interject a few comments. I’ll get to that in a moment.

Brea EnvisionsA detailed “Social Media Promotion Schedule” was shared which consisted of posting on Facebook, Twitter and Instagram twice a week. (Not one of those accounts is for Brea Envisions!)

Yup, a whole six posts a week! The plan is anchored on the assumption that all followers will “like” and share every item with their entire network. The plan will go viral!

Brea EnvisionsBusiness entities relying on social media for their company or personal brand, employ management apps (Hootsuite, IFTTT, TweetDeck etc.) and often post 50, 100, 200+ posts a day across a half dozen social media platforms. Do the math.

They also rely upon advanced analytics which allow them to know precisely how they’re influencing the market. I heard nothing of the sort shared with the committee.

Committee input mostly rebuffed.

When staff was challenged about there not being a dedicated Brea Envisions Facebook page, the answer was, “We decided that it would be potentially too confusing.”

Whoa. Wasn’t that the committee’s job? Doesn’t the Brea PD have their own site for recruiting? What about the Curtis Theater and Brea Gallery?

The heart of marketing, and that’s what this is folks, is built upon differentiation. Burying Brea Envisions in the city’s Facebook, Twitter and Instagram pages is completely backwards. Don’t even get me started on their ridiculous use of Periscope to live stream video of the Ambassador training session. They got 2 viewers.

Committee comments were either greeted with rebuttal or the standard city speak, “We’ll look into that.” which often means waiting long enough that the comment is forgotten.

Time for Council to reassert itself.

There is much more of the racetrack still ahead of us than behind. If Council can find a way to take a more hands-on role in overseeing Brea Envisions without interfering with it being a project by the people, the interest, expertise, energy and enthusiasm of the volunteers will not be squandered.

Otherwise, Brea Envisions will join the ranks of so many other workshops, public discussions and charrettes that tapped the public only for validation and not direction.

Brea Envisions