ESCONDIDO: Cruisin' Grand founder criticizes downtown merchants group

Waldron says DBA is pushing him out of event

By DAVID GARRICK - Staff Writer | Saturday, December 13, 2008 3:08 PM PST ∞

ESCONDIDO ---- Steve Waldron, co-founder of the city's Cruisin' Grand classic car shows, has accused the Downtown Business Association of spreading "mistruths" about him and steadily trying to reduce his role in the shows.

"I am amazed that the DBA keeps pushing me out of the event I worked so hard to create and maintain," Waldron said. "While there are many mistruths used against me, I am open for anyone to come directly to me to get the truth on any issue regarding my involvement."

Waldron made those comments in an e-mail sent last week to many downtown Escondido merchants and leaders of the DBA, which owns Cruisin' Grand and handles marketing and promotion for the downtown.

DBA officials, including president Mike Peters, chief executive Debra Rosen and board member Scott Peck, have declined to respond to Waldron's e-mail and have not returned multiple phone calls from the North County Times.

Some downtown merchants interviewed last week said they would like to see Waldron and the DBA work out their differences.

Cruisin' Grand is held every Friday night from early April to late September on Grand Avenue and adjacent streets.

Last winter, DBA officials used the off-season to make some significant changes to the event, including removing Waldron from his role in booking car clubs and forcing him to share the responsibility of deciding the weekly car show winners.

This winter, the DBA has decided to open up the process of creating the annual Cruisin' Grand T-shirts to businesses other than Top End Tees, which is owned by Waldron and has made the shirts since Cruisin' Grand was founded in 2000.

Waldron's e-mail was prompted by that decision, which he called "a slap in the face."

He said it would be unfair to allow businesses from outside of downtown to handle the T-shirts. He also said that doing so would be the same as the DBA changing its policies and allowing outside food vendors to compete with downtown restaurants by setting up booths during Cruisin' Grand.

"The DBA has violated its mandate by directly hurting a (downtown) business," said Waldron, whose wife and business partner is City Councilwoman Marie Waldron.

Waldron declined to say how much revenue he typically receives from selling Cruisin' Grand T-shirts each year.

Waldron said the "mistruths" spread by the DBA include accusations that he encouraged car clubs to boycott Cruisin' Grand after his role was reduced, and contentions that Waldron tried to make the car shows "all about" himself.

When DBA officials made the changes last winter that reduced Waldron's role, they said their decision was in response to complaints from several merchants about declining attendance and revenue at Cruisin' Grand.

In his e-mail, Waldron also speculates that the DBA may soon eliminate his last remaining duty: leading the awards show each week.

Vinnie Griffin, whose Vinz Wine Bar benefits from Cruisin' Grand, said he was grateful to Waldron for founding the shows and unsure why the DBA was moving in a different direction.

"I really hope they get back together and talk," Griffin said.

Councilwoman Olga Diaz, who owns a downtown coffee house and previously served on the DBA board, suggested that Waldron should get past his hurt feelings and start attending Cruisin' Grand planning meetings again.

"I sense that he's hurt and he may need someone to reach out to him," said Diaz. "Anytime I've felt excluded, I've gotten past it by volunteering."

Diaz said she supported the DBA's decision to allow competition for the design of the T-shirts.

"Downtown is an artistic community, so I think it's probably fair to include other artists," Diaz said.

But Waldron said the DBA's T-shirt design contest, which will accept entries through Jan. 5, may elicit images that are unappealing to hot rod owners. He said hot rod owners typically prefer hand-drawn designs over computer animation.

For details on the competition or Cruisin' Grand, visit www.downtownescondido.com.

Contact staff writer David Garrick at (760) 740-5468 or dgarrick@nctimes.com.