25 Years of Advancing the Homebuilding Industry Through Strategic Communications

Laer Pearce & Associates has helped land developers win approvals for more than 360,000 residential units and 260 million square feet of office and industrial development. We are proud to have also helped secure the preservation of 350 square miles of open space. That’s about the size of Catalina Island … four times over! That’s the power of effective communications.

Our strategic communications programs help builders and developers:• Shape public opinion and generate support

• Navigate tricky environmental and regulatory issues

• Overcome f ierce NIMBY opposition

• Minimize negative media exposure in crisis situations

In our campaigns, we’re

49-2*

LP&A Can Help! Is the media mischaracterizing your project?

Do your opponents outnumber your supporters at every hearing?

Are you unsure how to position your project on issues like global warming?

Are NIMBYs drowning out your messages to electeds and the media?

Are you ready if a crisis hits your job site?

See inside for success stories of how we’ve helped companies just like yours.

What others are saying about Laer Pearce & Associates

* Ask us what we learned from these two cases and how we can ensure that you don’t make the same mistakes.

Who We’ve Worked For

Aera EnergyCalifornia BIAChevron LandDMB AssociatesJohn Laing HomesKB HomeNewhall Land/LennarMission Viejo CompanyShea HomesSunCal CompaniesTejon Ranch CompanyThe Irvine CompanyToll Brothers

www.laer.com

The LP&A Toolbox

“I truly believe LP&A has been the best addition to our team! Your brilliance, keen awareness of environmental matters, writing skills, thought-provoking strategy contributions, impressive PR material and stomach to deal with the media has made our team go from good to GREAT.”– Ron Metzler, Shea Homes

“Laer Pearce is one of the best PR guys in the Golden State.”– Hugh Hewitt, nationally syndicated radio host, author and blogger

“You have truly done some amazing work. I am quite impressed.”– Jana Kettering, Kennecott Land

“You guys [LP&A] are one of the most valuable team members I’ve worked with in my 10 years of entitlement communications experience.”– Jay Reed, DMB Redwood City Saltworks, LLC

Strategic communications support

Community outreach and support-building programs

Message/crisis management

Brand development

Materials and Web site production

Media relations

Special events

Regulatory issues management

The Right Team for the Job

Laer Pearce & Associates is one of California’s premier public affairs firms, specializing in community and regulatory issues that influence the approval of development projects, and grassroots programs to limit regulatory burdens on the building industry. Few firms are better qualified to communicate complex development issues in a manner that generates public support. That’s because we live and breathe this stuff, focused sharply on the issues that matter to the building industry.

And we don’t just speak for the building industry – we’ve helped protect and nurture it. Our staff, led by company president Laer Pearce, has occupied leadership positions within the state, regional and local Building Industry Association chapters for decades, and has helped create the industry’s messaging strategies and tactics.

We know your issues. We understand your challenges. We’re uniquely qualified to help you achieve your goals.

Isn’t it time we talked?

Specialized Expertise for the Building Industry

See what we can do for you

Coalition for Habitat Conservation

Global WarmingCommunicating California’s FirstGlobal Warming Legal Challenge

Banning, California

Coastal CommissionTurning the Tide of NIMBY Opposition

Huntington Beach, California

Endangered SpeciesA National Campaign to Defeatthe Listing of the Gnatcatcher

Grassroots PowerImproving a Flawed MSHCPCoachella Valley, California

Environmental Activism at its WorstLP&A was on the front lines of the first global warming lawsuit brought against a major housing development.

After we helped to win Banning City Council approval for SunCal’s Black Bench new-home community, an environmental organization filed a lawsuit against the City and the developer for not covering global warming in the project’s EIR.

Positioning the Project for SuccessLP&A created key messages emphasizing the project’s environmental design and positioned the lawsuit as an attack on CEQA by a high-powered environmental organization from outside the region – NOT an attack on SunCal. We media trained the client, and worked with reporters to minimize agenda-driven stories. We also provided communications counsel to SunCal’s management team on the larger issue of developing the company’s comprehensive response to global warming challenges.

Balanced Coverage Calms UproarSuccessful interviews or briefings were held with USA Today, California Lawyer, Los Angeles Times, Riverside Press-Enterprise, San Bernardino County Sun and National Public Radio, resulting in much more balanced coverage than often accompanies environmental lawsuits. At this time, the lawsuit is still pending and SunCal continuesto enjoy support from theBanning Council and community.

Neighborhood Opposition and anUnfavorable Staff ReportWith help from LP&A, Shea Homes received project approval from the Huntington Beach City Council in 2002 for a small community named Parkside Estates near the fabled Bolsa Chica wetlands. But it still needed approval from the California Coastal Commission (CCC). Despite reliable scientific data, responsible planning measures, public benefits and reasonable modifications to the plan, a small but vocal group of local opponents waged a vigorous campaign against the project, looking to the CCC to deem the site a “wetland” and reject development on a majority of the site. Coastal staff’s report sided with the opposition.

Winning Support by Refuting False ClaimsWe used meetings, mailings, e-blasts, advertisements and continuous Web site updates to mobilize more than 700 area residents to contact the Commission urging support of the plan. We led the Shea team’s communi-cations efforts, drafting letters to the Commission and preparing public hearing presentations and briefing books for Commissioners. Shea’s scientific findings were clearly presented, and the misleading claims of Coastal staff and the project’s opponents were rebutted. We also engaged Coastal Zone agricultural leaders, making them aware of the damaging impacts on farming if the staff’s recommendation were to prevail. Commission Approves, Opponents SulkAfter a series of postponed hearings, our team successfully convinced the Coastal Commission in 2007 to reject its staff’s recommendation. Our presentation, rebuttal and well-prepared speakers refuted both the opponents and the staff. As a result, the CCC approved nearly all Shea’s plan components. Said our chief opponent to the Orange County Register: “We lost a lot. We’re profoundly unhappy.”

Laer Pearce & Associates Environmental and Regulatory Success Stories

An Historic Threat to DevelopmentWhen environmentalists petitioned to list the California gnatcatcher as an endangered species, a move that would severely hamper development across Southern California, the Coalition for Habitat Conservation was formed and Laer Pearce was appointed its executive director. We formed alliances between development, business, transportation, utility and agricultural groups and managed the campaign that succeeded in defeating the state listing. Then came the federal listing procedure – which needed to be ruled on just 30 days after President Clinton took office.

Influencing Officials with FactsWe developed a communi-cations strategy that targeted East Coast publications that would be read by influentials in Congress, the White House and the Department of the Interior. We secured coverage in The Wall Street Journal, The New York Times, Congressional Quarterly, Fortune, NBC, ABC, CNN, and NPR. We coordinated a campaign that resulted in hundreds of letters being sent to Interior Secretary Bruce Babbitt, and we produced briefing materials for U.S. Senators and Representatives, Fish & Wildlife officials, and others.

Supporters Lead to Favorable RulingBy successfully positioning the gnatcatcher as “the environmental train wreck President Clinton vowed to avoid,” we encouraged Secretary Babbitt to push for a “threatened” listing that would provide developers greater flexibility. This allowed the creation of Natural Community Conservation Plans that have made possible the construction of thousands of homes in Southern California that otherwise would have been stopped.

Proposal Places Land Values in JeopardyAn overly aggressive habitat conservation plan proposed by the Coachella Valley Association of Governments (CVAG) threatened to reduce land values by up to 75 percent. Private property owners were upset that if the MSHCP were adopted as drafted, they would only be able to develop a tiny fractionof their land. CVAG needed all nine cities included in the MSHCP to adopt resolutions supporting the plan. If one city denied the resolution the plan would have to be redrawn.

Rallying Landowners in OppositionLP&A formed a coalition of large and small Coachella Valley landowners to stave off civic support for the conservation plan. We had but two weeks before the Councils’ implementing votes to convince at least one city to vote against supporting the plan. In just two

weeks, we launched an informational, grassroots Web site, mailed letters to local property owners, placed sympathetic media stories and generated hundreds

of letters of opposition to local council members, county supervisors and planning officials. In addition, we coordinated several favorable editorials and organized dozens of landowners to speak in opposition of the plan at Council hearings.

Defeated Plan Allows for Favorable RevisionsFollowing our campaign, the conservation plan was rejected by two of the nine cities. This meant that our client property owners were able to secure changes that protected their investments. It also meant the creation of a better plan to protect species and the local economy.

Views of the Banning Pass

Banning’s Black Bench

California Gnatcatcher

Santa Rosa Mountains

Fringe-toed Lizard

Community Mailer

Coalition for Habitat Conservation

Global WarmingCommunicating California’s FirstGlobal Warming Legal Challenge

Banning, California

Coastal CommissionTurning the Tide of NIMBY Opposition

Huntington Beach, California

Endangered SpeciesA National Campaign to Defeatthe Listing of the Gnatcatcher

Grassroots PowerImproving a Flawed MSHCPCoachella Valley, California

Environmental Activism at its WorstLP&A was on the front lines of the first global warming lawsuit brought against a major housing development.

After we helped to win Banning City Council approval for SunCal’s Black Bench new-home community, an environmental organization filed a lawsuit against the City and the developer for not covering global warming in the project’s EIR.

Positioning the Project for SuccessLP&A created key messages emphasizing the project’s environmental design and positioned the lawsuit as an attack on CEQA by a high-powered environmental organization from outside the region – NOT an attack on SunCal. We media trained the client, and worked with reporters to minimize agenda-driven stories. We also provided communications counsel to SunCal’s management team on the larger issue of developing the company’s comprehensive response to global warming challenges.

Balanced Coverage Calms UproarSuccessful interviews or briefings were held with USA Today, California Lawyer, Los Angeles Times, Riverside Press-Enterprise, San Bernardino County Sun and National Public Radio, resulting in much more balanced coverage than often accompanies environmental lawsuits. At this time, the lawsuit is still pending and SunCal continuesto enjoy support from theBanning Council and community.

Neighborhood Opposition and anUnfavorable Staff ReportWith help from LP&A, Shea Homes received project approval from the Huntington Beach City Council in 2002 for a small community named Parkside Estates near the fabled Bolsa Chica wetlands. But it still needed approval from the California Coastal Commission (CCC). Despite reliable scientific data, responsible planning measures, public benefits and reasonable modifications to the plan, a small but vocal group of local opponents waged a vigorous campaign against the project, looking to the CCC to deem the site a “wetland” and reject development on a majority of the site. Coastal staff’s report sided with the opposition.

Winning Support by Refuting False ClaimsWe used meetings, mailings, e-blasts, advertisements and continuous Web site updates to mobilize more than 700 area residents to contact the Commission urging support of the plan. We led the Shea team’s communi-cations efforts, drafting letters to the Commission and preparing public hearing presentations and briefing books for Commissioners. Shea’s scientific findings were clearly presented, and the misleading claims of Coastal staff and the project’s opponents were rebutted. We also engaged Coastal Zone agricultural leaders, making them aware of the damaging impacts on farming if the staff’s recommendation were to prevail. Commission Approves, Opponents SulkAfter a series of postponed hearings, our team successfully convinced the Coastal Commission in 2007 to reject its staff’s recommendation. Our presentation, rebuttal and well-prepared speakers refuted both the opponents and the staff. As a result, the CCC approved nearly all Shea’s plan components. Said our chief opponent to the Orange County Register: “We lost a lot. We’re profoundly unhappy.”

Laer Pearce & Associates Environmental and Regulatory Success Stories

An Historic Threat to DevelopmentWhen environmentalists petitioned to list the California gnatcatcher as an endangered species, a move that would severely hamper development across Southern California, the Coalition for Habitat Conservation was formed and Laer Pearce was appointed its executive director. We formed alliances between development, business, transportation, utility and agricultural groups and managed the campaign that succeeded in defeating the state listing. Then came the federal listing procedure – which needed to be ruled on just 30 days after President Clinton took office.

Influencing Officials with FactsWe developed a communi-cations strategy that targeted East Coast publications that would be read by influentials in Congress, the White House and the Department of the Interior. We secured coverage in The Wall Street Journal, The New York Times, Congressional Quarterly, Fortune, NBC, ABC, CNN, and NPR. We coordinated a campaign that resulted in hundreds of letters being sent to Interior Secretary Bruce Babbitt, and we produced briefing materials for U.S. Senators and Representatives, Fish & Wildlife officials, and others.

Supporters Lead to Favorable RulingBy successfully positioning the gnatcatcher as “the environmental train wreck President Clinton vowed to avoid,” we encouraged Secretary Babbitt to push for a “threatened” listing that would provide developers greater flexibility. This allowed the creation of Natural Community Conservation Plans that have made possible the construction of thousands of homes in Southern California that otherwise would have been stopped.

Proposal Places Land Values in JeopardyAn overly aggressive habitat conservation plan proposed by the Coachella Valley Association of Governments (CVAG) threatened to reduce land values by up to 75 percent. Private property owners were upset that if the MSHCP were adopted as drafted, they would only be able to develop a tiny fractionof their land. CVAG needed all nine cities included in the MSHCP to adopt resolutions supporting the plan. If one city denied the resolution the plan would have to be redrawn.

Rallying Landowners in OppositionLP&A formed a coalition of large and small Coachella Valley landowners to stave off civic support for the conservation plan. We had but two weeks before the Councils’ implementing votes to convince at least one city to vote against supporting the plan. In just two

weeks, we launched an informational, grassroots Web site, mailed letters to local property owners, placed sympathetic media stories and generated hundreds

of letters of opposition to local council members, county supervisors and planning officials. In addition, we coordinated several favorable editorials and organized dozens of landowners to speak in opposition of the plan at Council hearings.

Defeated Plan Allows for Favorable RevisionsFollowing our campaign, the conservation plan was rejected by two of the nine cities. This meant that our client property owners were able to secure changes that protected their investments. It also meant the creation of a better plan to protect species and the local economy.

Views of the Banning Pass

Banning’s Black Bench

California Gnatcatcher

Santa Rosa Mountains

Fringe-toed Lizard

Community Mailer

25 Years of Advancing the Homebuilding Industry Through Strategic Communications

Laer Pearce & Associates has helped land developers win approvals for more than 360,000 residential units and 260 million square feet of office and industrial development. We are proud to have also helped secure the preservation of 350 square miles of open space. That’s about the size of Catalina Island … four times over! That’s the power of effective communications.

Our strategic communications programs help builders and developers:• Shape public opinion and generate support

• Navigate tricky environmental and regulatory issues

• Overcome f ierce NIMBY opposition

• Minimize negative media exposure in crisis situations

In our campaigns, we’re

49-2*

LP&A Can Help! Is the media mischaracterizing your project?

Do your opponents outnumber your supporters at every hearing?

Are you unsure how to position your project on issues like global warming?

Are NIMBYs drowning out your messages to electeds and the media?

Are you ready if a crisis hits your job site?

See inside for success stories of how we’ve helped companies just like yours.

What others are saying about Laer Pearce & Associates

* Ask us what we learned from these two cases and how we can ensure that you don’t make the same mistakes.

Who We’ve Worked For

Aera EnergyCalifornia BIAChevron LandDMB AssociatesJohn Laing HomesKB HomeNewhall Land/LennarMission Viejo CompanyShea HomesSunCal CompaniesTejon Ranch CompanyThe Irvine CompanyToll Brothers

www.laer.com

The LP&A Toolbox

“I truly believe LP&A has been the best addition to our team! Your brilliance, keen awareness of environmental matters, writing skills, thought-provoking strategy contributions, impressive PR material and stomach to deal with the media has made our team go from good to GREAT.”– Ron Metzler, Shea Homes

“Laer Pearce is one of the best PR guys in the Golden State.”– Hugh Hewitt, nationally syndicated radio host, author and blogger

“You have truly done some amazing work. I am quite impressed.”– Jana Kettering, Kennecott Land

“You guys [LP&A] are one of the most valuable team members I’ve worked with in my 10 years of entitlement communications experience.”– Jay Reed, DMB Redwood City Saltworks, LLC

Strategic communications support

Community outreach and support-building programs

Message/crisis management

Brand development

Materials and Web site production

Media relations

Special events

Regulatory issues management

The Right Team for the Job

Laer Pearce & Associates is one of California’s premier public affairs firms, specializing in community and regulatory issues that influence the approval of development projects, and grassroots programs to limit regulatory burdens on the building industry. Few firms are better qualified to communicate complex development issues in a manner that generates public support. That’s because we live and breathe this stuff, focused sharply on the issues that matter to the building industry.

And we don’t just speak for the building industry – we’ve helped protect and nurture it. Our staff, led by company president Laer Pearce, has occupied leadership positions within the state, regional and local Building Industry Association chapters for decades, and has helped create the industry’s messaging strategies and tactics.

We know your issues. We understand your challenges. We’re uniquely qualified to help you achieve your goals.

Isn’t it time we talked?

Specialized Expertise for the Building Industry

See what we can do for you