The next time you walk through any crowded city, count how many times you see the words “Los Angeles” – on peoples’ clothes, on products, on the signs of fast-food restaurants. Even under the steely skies of northern Europe, you will see people with no connection to LA walking around with the name of this sunny West Coast city emblazoned across their chest. That’s because it means something: optimism, glamour, culture. Brand LA has survived the wildfires that ravaged the city two months ago but the reality has drifted far from the dream.
Out of the ashes: Los Angeles mayor Karen Bass (on centre left) and California governor Gavin Newsom (on centre right in sunglasses)
Image: Getty Images
I spent last weekend reporting in LA, which was my base of operations during the three years that I covered North America for Monocle before I returned to London last year. Visiting an old stamping ground can be a strange experience, especially when it’s picking up the pieces after a disaster. Rents are rocketing across the city, with reports of price-gouging by landlords. The surf breaks are mostly deserted after warnings about fire debris in the Pacific. The mayor, Karen Bass, has been accused of setting off on an overseas jolly just as her aides were warned about potential fires; a recall petition to oust her is gathering steam.
People want someone to blame, of course, but what’s needed is a plan. Beyond the immediate task of the clean-up, there is no co-ordinated vision for where LA goes next. Well-meaning Angelenos are doing their bit: an architect friend is sourcing designs from the city’s studios for a new wave of “case-study” houses to match the high notes of mid-century LA design. There are residents marching for the ocean, marching for wildlife. Urbanists are talking about rebuilding LA with greater density to address an exacerbated housing shortage, despite pushback from those who say that they don’t want to live nextdoor to an apartment building. Yet all of this feels tangential without a figure who can rally the city, unify its people in the face of competing private interests and make a convincing case for how LA can bounce back. Angelenos must dare to be optimistic: to put it simply, the city needs to get back on brand.
Christopher Lord is Monocle’s executive editor. For more opinion, analysis and insight,
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