Fireworks during a fire? A Glendale resident isn't happy

The air around parts of Los Angeles was filled with smoke from brush fires Saturday.

The air in Glendale was filled with fireworks smoke.

The Americana at Brand shopping center kicked off its holiday season with a pyrotechnic display that sent neighbors running outside in alarm.

"It was really an inappropriate display. This was not the time to shoot off fireworks," Glendale resident John Barnes said. "The hotels around here were filled Saturday with fire evacuees."

Americana at Brand spokeswoman Jennifer Gordon said the pyrotechnics were part of a Christmas tree lighting ceremony that couldn't be rescheduled. "We weren't trying to be insensitive. My mother is one of those who had to evacuate because of the fires today."

Barnes was watching TV coverage of the fires when the fireworks went off. He grabbed his video camera and shot the display and the smoke the fireworks produced as evidence.

To him, the holiday event ended with a thud, not a boom.

--Bob Pool

Construction workers on a condominium rooftop at Americana at Brand, a four hundred million dollar shopping and housing complex being completed in the middle of downtown Glendale. Photographed Friday April 11 2008 by Brian Vander Brug / Los Angeles Times

Comments

[ben]

Thanks you Americana, your crappy mall can now contribute even more to our poor air quality. Like school on saturday, this has no class.

[Giancarlo]

If this is the sensitivity / intelligence level of the people running this place I'd hate to think what else they're capable of. Has anyone every heard of "Adaptive Management?"

[M Gordon]

Does anyone have common sense? Who has brains? it is far beyond insensitive, it is stupid.

[The Management]

Americana at Brand spokeswoman Jennifer Gordon said the pyrotechnics were part of a Christmas tree lighting ceremony that couldn't be rescheduled. "We weren't trying to be insensitive," she said. We just were.

[JWC]

They shouldn't do anything that causes smoke at a time like this. Besides being insensitive, it adds to the health hazard.

[Joseph Gatto]

Truly a bunch of insensitive people competing for the diminishing dollar. Many folks who lost their homes and possessions are unable to belive that the blatant competition for the bottom line is more important than living in dignity, especially the aged who worked a lifetime for a clean bathroom, a nice lawn warm meals and a place they could simply call home.

[aidan]

i heard the fireworks too. it was highly irresponsible and that spokesperson saying they couldn't be rescheduled makes it even worse: as if you can't cancel a firework display: ridiculous!. it was a poor decision from a faltering retail project. as a former police commission president, rick caruso should know better.

[Jake]

"We weren't trying to be insensitive." No kidding... that's pretty much the definition of being insensitive. Too bad she still doesn't get it.

[Power Shopper]

Corporate America does not re-schedule for anyone; understood?

[Eloise]

I live in Glendale, and I was startled by the sound last night too. I went outside, and ran into neighbors who looked as shocked as I was. Many of us had shut our windows and doors because of heavy smoke from the fires.

I can't believe the insensitivity of Americana management for deciding to go forward with the planned fireworks. It was insensitive to people who've lost homes, insensitive to those of us throughout the region who are on edge about the fires. What's more, it was dangerous. All fireworks should be banned during red flag warnings.

[JJJ]

Evidently the word CANCEL isn't in her vocabulary . . . how many people actually showed up for an outdoor event on a day with what is probably the worst air quality of the year?

[Ken]

People are too sensitive.
One has nothing to do with the other.
wahhhh

[Ken]

People are too sensitive.
One has nothing to do with the other.
wahhhh

[fatman]

When did fireworks become the symbol of the Christmas holiday? Why could the singing of Christmas Carols have been the start of the cermonies for the lighting of the tree? This country is too in love with fireworks. They are primarilly composed of gun powder and we all know that artillary shells are composed of the same material. Lets get ridof fireworks all together!

[Jose Vega]

The fireworks were great. Why don't you glendale residence stop complaining about the Americana. You voted to have it built. You now have to face the consequences of crowd, parking problems, and noise pollution. Go figure!

[the truth]

suggested response to the incredible insensitivity and poor judgment: do not shop at the americana at brand shopping center in glendale. vote with your feet, and wallet.

[K. Miller]

Not only was it insensitive, it was reckless. Fire crews are stretched thin enough as it is! Fireworks always need a fire crew on hand just in case a spark gets away, so that pulls overstretched resources out of duty. Or did they just set the fireworks off WITHOUT a fire truck on hand, thereby running the risk of starting another fire?
Maybe there was no red flag warning in that particular neighborhood, but common sense says that when large chunks of SoCal are on fire, you take extra precautions to avoid any activities that could start more of them.

[jeff]

the tree-lighting ceremony couldn't be postponed? god forbid they waited until the second half of november to start celebrating a holiday that doesn't come until december 25th. then again, we know what it's all about... did anyone actually hear jennifer gordon? maybe she made a freudian slip and actually said "ceremoney"...

[Jennifer Peck]

The fact that the mall directors went ahead with their scheduled plans is a testament to poor policy. Shame on them for being insensitive in a crisis, on a catastrophic day for many of their would be patrons. Their future growth and development will be stunted.

[Barbara]

'We weren't trying to be insensitive.'
No. It would appear they are able to do so without effort.

[Lynne Slattery]

Totally insensitive and idiotic. I went to the Americana once after it opened, and will never go again -- it represents the worst of "Americana" anyway.

[Mike]

Absolutely insensitive. BOYCOTT Americana now!

[Ali Loves LA]

As an East Coast transplant, I have never understood the logic of allowing fireworks in an area plagued by dry conditions. After watching the hill below Dodgers' Stadium go up in flames one Fourth of July on account of the post-game fireworks, I became even more baffled. Don't get me wrong--I love a good fireworks display. But other than the beaches, I just don't think there are safe places for them in Los Angeles County.

[julie]

Sounds to me like if they're that oblivious to the word CANCEL as opposed to RESCHEDULE. we need to practice the word BOYCOTT. Very simple. They may have to check the dictionary, but they will learn the meaning of all those words.

[kari]

Having firework during a Red Flag Day is just stupid. What I want to know is where was the Fire Marshall in all this. Here is Texas you can not have any sort of burning or fireworks during Red Flag Days. Nor during high winds. What were these people thinking? I can tell you what MONEY. They thought month ago that this would bring in money and rather than delay the fireworks portion to later time they failed to use their brains instead of their wallets.

[Mr. Ed]

Note to Rick Caruso.... hire a new spokesperson.

If you're spending millions on buildings, at least spend $300 bucks to send her to a crisis communications seminar. Sheesh.

[Heather]

I can't even believe this! What idiot was in charge of letting these fireworks proceed? Personally, I think that fireworks should be cancelled in every state for most holidays maybe except for the fourth of July. Our taxes get blown up in smoke. It would be nice to see the expense of these go to better our towns and cities. Also, the number of injuries has gotten out of hand with people losing limbs because they don't know how to use the fireworks. Stupidity at its finest!

[Ramona Patrick]

This was an asinine decision on their management's part. I encourage everyone to go to their website and leave them a comment--someone needs to be reprimanded for this.

http://www.americanaatbrand.com/comments.html

[pmc]

I live down the street. I thought it was from some non-thinking neighbor celebrating some event. That this was put on by a corporation- is even more insane. Stupid Insanity. But then the then Americana itself is a reflection of lack of insight. Why do we expect common sense from these people? I don't shop there - and never will.

[R.M. Scott]

"Americana at Brand spokeswoman Jennifer Gordon said the pyrotechnics were part of a Christmas tree lighting ceremony that couldn't be rescheduled."

The mall may not have been able to reschedule the pyrotechnics portion of the show, but it could have been canceled. I suspect this deals with economics -- the mall did not want to have to pay for the show even if it had been canceled. It sounds like a good reason for cancellation insurance. I plan to boycott the mall.

[Mark Douglas]

As if there weren't one hundred reasons to avoid this blight before last night, I certainly will never step foot in the Americana complex again.

This is beyond reproach. Let's begin the boycott. If they don't know not to light fireworks in the middle of a city on fire, they don't deserve to operate a business.

Idiots.

[Michele90277]

Ok please you should have cancelled the event all together. Glad to know where I won't be shopping! Also in this time of dry extream conditions in So Cal, you shouldn't I repeat shouldn't even think about fireworks. You didn't mean to be insentitive but did you mean to in really poor judgement, that is if you even used judgement. Hmmmm did the fire departments ask you NOT to set off the fireworks. And if you did, you were insenitive!

[Internet]

Cmon its fireworks. Lighten up. Just enjoy the show and take your mind off other things for a few minutes.

[Eric]

Agreed. These people typify corporate greed and insensitivity. I have never shopped at this mall and never will. What a bunch of idiots.

[Ian]

Wow, I mean, I guess it was remotely inappropriate because fireworks have the word "fire" in them. But, this reaction is like, LET'S DESTROY THE AMERICANA! GRUMBLE GRUMBLE GRUMBLE! Should we all boycott Disneyland because they shot off fireworks during this time? This is what we call, an overreaction.

I was in San Diego all of October last year when the fires enveloped that county, and if we had been able to see fireworks, I would not have called for the heads and numerous other body parts of the organizers to be removed because of it.

Calm down, guys.

[LAT Reader]

Stupidity to say the least. Something tells me the people running the show have no sense of tact. If I were Rick Caruso, I'd remove my name from such a poorly managed so-called "mall."

[jon]

how ridiculous people are such sensitive cry babies, i know people that evacuated and loved seeing the cheerful sight. Horrible things are happening everywhere still gotta have fun you buncha p**sys

[Lisa]

Because God knows, you can't possibly light a Christmas tree without fireworks?!? Such poor judgment. I expect Rick Caruso's very LARGE, very PUBLIC donation to Red Cross fire victim's fund by Wednesday.

[Owen]

Idiots, stupity, insanity, insensitive, boycott? You people are too sensitive. I'm sorry people lost their houses, but are you going to panic and whip out the video camera every time someone lights a match? If there hadn't been any fires it have been ok. Go ahead and boycott, I'll pass my local mall and make a special trip down there just because.

[susan]

Agree with all of above: crassly commercial and tacky to have fireworks to kick off Christmas shopping in the BEST of times. Whatever happened to Santas, carols and Hanukkah lighting? Nah, send up fireworks on a day they knew would be hot for well over a week now (don't they look at weather reports?), even if there weren't a fire, a Red Flag day where they could START a fire is irresponsible.

Caruso must be giving the mall the signal to do anything it can to attract business, thouogh, so blaming the spokeswoman/ local manager isn't right. This is the real reason Caruso didn't run, no doubt, he's worried that this expensive white elephant mall, his planned monstrosity in Montecito (another fire tragedy, where he's intent on ruining the last open beach area with a giant steel monster on the site), etc. are all in trouble.

None of them are being built with "green" technology because he didn't "find it cost-effective" for his own malls, although he blames competitors who don't, and claimed he could develop LA into "livable neighborhoods" if elected. What a disaster this guy and his developer toadies would have been, NEVER run, Caruso.

[Benson M.]

Did you guys know that Disneyland has fireworks almost every single day during the summer. and every friday thru sunday. Disneyland even canceled the firework yesterday and today because of the firework in Yorbra Linda.
I am used to hearing firework every single day because I live near Disneyland.

[the truth]

pr consulting advice to the american folks, free of charge:

"we now realize that last night's fireworks display, while intended to be a celebration, was ill-timed. we apologize to any of our neighbors who may have been startled by the activity, particularly given the events of the past couple of days. in order to help support those who have suffered losses, the americana at brand family is donating $25,000 to the american red cross fire relief efforts. thank you."

all done.

[Alexis Scalice]

Thank you for your email.

While we are all no doubt sensitive to the challenges facing all those dealing with the most recent wildfires in Southern California, please know that we took extraordinary care to be certain that special fireworks were used for the Americana at Brand. They were designed to remain internal lower projectile to minimize any fire danger.

Please understand that the Americana at Brand's goal was simply to provide the hundreds of children and their families a special introduction to the Holiday season. This was a community event for Glendale residents. Extreme safety measures and special fireworks made this a safe enjoyable situation for the residents of Glendale.

Our thoughts, prayers and good wishes go out to all the folks dealing with the challenges presented with our current wildfires.

While we apologize for any inconvenience this year's celebration may have caused, we thank you again for bringing your concerns to our attention.

Sincerely,
Alexis Scalice
Director of Guest Services
818-637-8900

[Craig]

Where's the donation alexis?

I live in Glendale and I didn't appreciate it. It's not the 4th of July and it isn't even Thanksgiving yet. I realize you are desperate for sales but come on!

[4 Miles Away]

In May, Americana set off grand-opening fireworks at 11:15 p.m. on a week night, waking sleeping families and angering neighbors for miles around. Now, Americana lights fireworks on a night marked by flaming tragedy and throat-burning smoke, scaring neighbors already on edge. Instead of accepting responsibility, they defend their 'lower projectile' fireworks, as if that made a difference to evacuees in nearby hotels. Poor judgment is a charitable way of describing Americana’s actions.

[Brian]

Chalk it up as an honest Brand (New) retail complex mistake...

Yes, they should have cancelled, like Disneyland did this weekend with its fireworks. But didn't, and surely will learn a valuable lesson from this misstep.

[Rob Ryan]

community event for Glendale residents? I live in Glendale and didn't get an invite or no notification that the Americana was going to be insensitive by setting off fireworks. 10 minutes after the fireworks i sent an email to the mayor, the fire cheif and to the owners of the mall. I received the same reponse letter from Alexis and an email from the mayor who said he wasn't in attendence but was out with his family but did agreed that it shouldn't have happened

[Chris]

To the person who said Glendale gets what it deserves for voting for the building of the Americana: You do not know what you are talking about!

I live in Glendale and almost everyone in my neighborhood voted AGAINST the "Americana" development. In fact, I personally do not know one person in Glendale who voted for it. Of course some must have -- but do not assume everyone in Glendale wanted this monstrosity built.

There it is, right smack in the middle of the most congested area of downtown Glendale, making traffic absolutely unbearable and at the same time, blocking the view of the hills and mountains to the north.

Fireworks on a red alert day? Why am I not surprised. These people will do anything for $$$. It's spelled G R E E D.

[Debby]

I was there, it was like being in a herd of cattle. If I fire did break out it would have been a disaster. As far as Alexis Scalice comment that this was for families and Children, they announced that Santa Claus and the tree lighting would not take place unitl 9 PM. Most small children that I know - 9 PM is past their bedtime. This was not a well thought out event.

[Debra]

I also was shocked to hear the fireworks with the serious situation going on in southern CA. It truly should have been rescheduled....or just not have the fireworks go off. The area was full of fires all around and the air was so dry and hot and polluted...Luckily a spark didn't go off. I am surprised the Glendale Fire department allowed the event to proceed. Debra

[greg boiadjian]

get over it, i took my nephew there he had a blast, get over it , seems like all the people of glendale do is complain and moan,,,,,,,,

[Karl in Burbank]

Perhaps Caruso was hoping some fallout would land on and ignite the unsold condos at the Americana?

[Linda]

Wow. boycott Americana....that makes sense. Let's put all of those stores out of business, and have a giant empty shopping mall in the middle of the city of Glendale. That would be GREAT for our city! That mall and those stores generate TAXES that go to our city.

30,000 people showed up for the fireworks - you may be offended by the fireworks display and you're entitled to your opinion, but don't disregard the fact that some if not most of the people who attended probably enjoyed the free event and a night out with their family.

[Donald Boyd]

You people are ridiciulous. If EVERYONE voted against the building of the Americana then why is it there. One night of fire works and you start clucking like a bunch of hens. Alexis is doing her job (which none of you could ever do). Get over it