Orange County distances itself from L.A.

Its promoters intend to steer clear of rioting's splatter

Orange County business leaders and economic development operatives, who have always sought to draw distinctions between Orange and Los Angeles counties, say they will be emphasizing the two areas separate identities even more in the wake of the devastating riots that shook L.A. two weeks ago.

That tactic of emphasizing Orange County's "separateness" is intended mainly to counter the expected increase in efforts by other states to lure Southland businesses. However, it might also be employed in Orange County's own recruitment efforts outside California.

Will Orange County officials try to lure Los Angeles businesses?

"We don't encourage businesses to leave L.A. because of what happened, but if they are looking at relocating, we will not turn them away," said Frank Quevedo, chairman of the Orange County Chamber of Commerce.

While some local business people and public officials said Orange County is likely to suffer economic harm as a result of the L.A. riots, others said the county could benefit in some ways. Small businesses and homeowners seeking refuge from the turmoil in L.A. may move to Orange County, they said. Also, Orange County construction companies are likely to have a hand in L.A. rebuilding efforts.

One of the first jobs Orange County advocates will undertake is stressing the county's very different identity and lifestyle vis-a-vis L.A.

"There is still a perception that everything flows from Los Angeles," said Patti Nunn, director of Santa Ana's Community Development Agency. "It's absolutely essential that we market Orange County as an entity in itself and not a bedroom community of L.A. Given the riots, further publicity is needed to focus on the positive aspects of Orange County."

Nunn is one of the participants in the recently formed Orange County Consortium designed to bring economic development, business and community leaders together to attract business to the county. Other groups in the consortium include the Orange County Chamber of Commerce, the city of Orange, Rancho Santiago College and Southern California Edison.

"Businesses looking at California have seen the recent earthquakes and the civil unrest," Quevedo said. "They have to be reassured that the problems associated with the riots will not be experienced in and around Orange County communities like Irvine."

While they have always sought to project Orange County's image, economic development officials also have emphasized the economic strengths of Los Angeles and the entire region. One of the most frequently used tools has been the "60-mile radius" reports put out by Security Pacific Corp., showing the economic prowess of the five-county area surrounding Los Angeles.

There seems little doubt that the positive aspects of Los Angeles will continue to be a part of the pitch, but local officials are now expected to pitch even more forcefully the idea that Orange County is the prime location within the region.

Some business and government people indicated initial fears of long-term economic harm to Orange County because of the riots might be overstated.

For instance, although tourism took an immediate short-term hit as tours and travel agents hurriedly canceled trips to Southern California, some of the trips to Orange County attractions like Disneyland and Knott's Berry Farm were reinstated last week, including 25 tour packages booked by Disney Travel Co.

Also, Orange County's real estate industry, particularly hard hit by the recession, could benefit from middle-class flight from Los Angeles.

"Orange County enjoyed the distinction of being a place where things were calm and tranquil," Supervisor Gaddi Vasquez said, referring to the influx of L.A. residents to Orange County hotels during the riots.

Vasquez and other Orange County officials were quick to note, however, that presenting a separate identity for the county to the outside world is no easy task, especially after pictures of the Los Angeles riots were flashed around the world.

"Those businesses not in the Southern California area will not separate Los Angeles and Orange County," said Milt Gordon, president of California State University, Fullerton, who also sits on the board of the Orange County Chamber of Commerce. "They will probably hesitate to come into an area where it is already difficult to do business."

Gordon said he has already received inquiries from parents around the country, including California, worried about the safety of their children attending the university.

Gordon added: "Just because our demographics are different now from Los Angeles doesn't mean we can hide behind them forever. We must establish educational and social programs to prevent what happened in Los Angeles from happening here."

Fine is a staff reporter for the Orange County Business Journal