Extracted text · highlighting “Sheila Jordan”

~—

The

Rockridge News

Sponsored by the ROCKRIDGE COMMUNITY PLANNING COUNCIL, 6225 Ross Street, Oakland California

Vol. 2 No. 5 Issue No. 17

September 12, 1987

Circulation: 4,500 Residences; 200 Businesses

Rockridge Library Up-Date

New Home For Books Readied;
Party Planned At Old Home

For those who know the library will be disappearing from its
current location, but haven’t seen signs of its reappearing on the
Claremont Middle School temporary site — there’s good news!

The brand new portable will be delivered about September
14, and plans are for it to open on October 6 (assuming all goes
well). City crews have been busy for the last few weeks putting
in walkways and preparing the site. The old library will be open
through September 19. Books being checked out now can be
returned after the library reopens or can be retumed to other
branches. The temporary library has about 1,000 square feet of
public space (the old library had 1,731 square feet) so all reserve
books will be kept at the Temescal Branch Library at 52nd Street
and Telegraph Avenue.

A celebration of 63 years of being in the Neighborhood will
be held on Wednesday, September 16, from 6 to 8 p.m. at the old
site, 5701 College Avenue. The library staff will provide cake
and punch, and invites the Neighborhood to share memories and
celebrate their past and future years in the community.

Professional movers have been hired to move the books and
furniture to the temporary site, but the staff may need help in
setting up the library. Neighbors interested in helping should
either call (652-1065) or drop by the library and leave your name,
phone number, and what you can do to help.

An open house will be planned once the temporary site is fully
operating. At this point, no permanent site has been decided on
for the library, and staff is considering all suggestions. Look for
the library survey which will be in the October issue of the
Rockridge News. This survey will help the library staff deter-
mine what the community wants in the permanent library.

— Nancy Dutcher (653-6018)
RCPC Boardmember

(See related Library story, page 4.)

Dates Calendar Events Calendar Dates

City Review Underway

Dreyer’s Files EIR,
Amended Plans

Just when you thought it was safe to order Rocky Road again,
the Dreyer’s Corporation signalled its resolve to continue devel-
opment plans for the proposed College Avenue headquarters
project.

City planning officials revealed last week that the company
has filed an Environmental Impact Report (EIR) and amended
plans for the project. According to Associate City Planner Willie
Yee, the EIR is now under preliminary City review for complete-
ness and adequacy. When this Administrative Draft review
process is complete, the EIR will be retumed to the consultant
for additional work preparatory to its release for the public
review period. During the public review period — set by statute
at 45 days — the Neighborhood, affected public agencies (such as
CalTrans) and other interested citizens can comment at hearings
and by mail about the report and its topics. Because of the
interest generated by this proposal, the City also plans to hold a
special evening public hearing in the Neighborhood.

Development plans filed along with the EIR do not appear
dramatically changed from the original filing early in 1986. One
change reported by City officials is in the orientation of the Re-
search and Development building proposed for Chabot Road, but
this does not appear to be a material shift.

A four story garage (one story underground) on Claremont
Avenue — once reported as abandoned in favor of surface parking
— is still in the plans, according to Mr. Rick Graffis, Dreyer’s
Financial Administrative Assistant. This is planned to be a
roofed structure, about 28 feet high, he said.

In an interesting twist to the parking situation, Yoshi’s Res-
taurant asked the Planning Commission to put off a hearing

See Dreyer’s, page 3.

Wednesday Sept 16 6-8pm_ Library Party

+ Wednesday Sept16 7:30pm RCPC General Meeting
*Saturday Sept19 AllDay CAMA Sidewalk Sale

+ Saturday Sept19 AllDay Church Rummage Sale
* Tuesday Sept 22 7:00 pm Neighborhood Watch

Organizational meeting

Celebrating 63 years of service at 5701 College Avenue. Story page 1.
College Avenue Presbyterian Church Sanctuary.

College Avenue between Broadway and Alcatraz.

College Avenue Presbyterian Church Gym. Story page 8.

College Avenue Presbyterian Church Sanctuary. Story page 5.

Page 2

The Rockridge News

September 12, 1987

The Rise And Rise Of Dreyer’s Grand Ice Cream

By Andrea Gabriel

Part Il of “The Rise of Dreyer’s” looks at the path of ownership from William Dreyer through Ken Cook, a Dreyer protégé who expanded
Dreyer’s marketing area, to current corporate owners T. Gary Rogers, Chairman of the Board and Chief Executive Officer and William F.
Kronk, III, President, who have added distribution of other products to the firm's activities and brought it to its present size.

Part II

While Mr. Dreyer’s wife and daughter kept out of the family
business, Bill, Jr., worked in the ice cream factory, learned the
ropes and became supervisor of ice cream manufacturing. For
atime in the 1950’s, he served as president of the company. But
to his father’s dismay, Bill left the business in 1957 to work as
a food broker. There was no other Dreyer to continue the family
business.

Enter Ken Cook, a former flavor and extract salesman who
knew the senior Dreyer and who came to work for the company
in 1958. Cook had those qualities which Mr. Dreyer so admired
— ambition, dedication to quality products, and, most importantly
for the company, a vision of Dreyer’s growth potential. And
Dreyer was fond of Ken Cook, treating him almost as his own
son.

In the 1950’s and 1960’s Dreyer’s was limited to distribution
of its products in a 50 mile radius of Oakland. During these
years, Ken Cook, along with Bob Boone who became head of
distribution and Al Wolf who headed manufacturing, sought to
expand the Dreyer’s market. Eighty per cent of Dreyers’ busi-
ness prior to 1965 was in ice cream parlor sales and in the limited
distribution of their products to other businesses and restaurants.
It was Cook’s idea to expand the packaging business by exploit-
ing the burgeoning supermarket chain business. By this time,
Mr. Dreyer had sold his business to the three energetic young
men, who shrewdly decided to keep the name intact. So Cook
pursued marketing his product in supermarkets — an area tightly
controlled by the big national dairies, Borden, Carnation and
Foremost. The bigger dairies controlled space and storage
facilities in the grocery stores. Dreyer’s finally got in, but had
to compete with other brands that constantly lowered prices to
corner the market.

In 1971, Cook bought out Boone and Wolf and expanded his
market with aggressive advertising campaigns. In the past,
Dreyer’s had done some minimal advertising, usually seasonal.
Cook hired an advertising agency and began a campaign of
newspaper ads, ads in Sunset magazine and radio spots which
Cook himself read on the air — ads which advertised Dreyer’s
as “57 blocks from Jack London Square.” Through licensing
agreements with independent distributors, Cook was able to get
his ice cream sold in Sacramento, Monterey, Eureka, San Jose
and Santa Barbara.

Expanded markets meant more product which meant more
accommodating manufacturing facilities. Cook purchased a
warehouse on Claremont Avenue and extended the rear of the
factory to reach it. An auxiliary plant in Southern California was
also opened.

In 1975, Mr. Dreyer died. A few days before his death, he

visited the company he had founded years before as he had
continued to do since his retirement in 1951. By this time he was
confined to a wheelchair, and Mr. Thomason personally brought
him upstairs to Dreyers’ offices where he flirted with the women.
He was of sound mind until the day he died.

1977 was a pivotal year for the company. William Cronk and
Gary Rogers, owners of a floundering restaurant business, pur-
chased the company from Ken Cook in partnership with Char-
terhouse International, a venture capital firm which “recognizes
the entrepreneurial spirits” of its co—investors.

By the late 1970’s, the new owners had expanded Dreyer’s
market to thirteen Western States and had franchise production
facilities in Taiwan, a retail outlet in Capetown, South Africa
(now defunct), retail outlets planned in Israel, and a healthy
wholesale market in Hong Kong. The company had seen tremen-
dous growth during these years and had become incorporated.

While the philosophy of Ken Cook had been company expan-
sion in foreign markets, Cronk and Rogers set out to make

Dreyer’s the leading premium ice cream within the United States.._y

Today, Dreyer’s products are found in all but the Northeast and
Southwest regions of the U.S. (In the Midwest and Mid—Atlan-
tic states, they are packaged and sold under the Edy’s brand
name, a marketing accommodation reached with Breyer’s Ice
Cream Company, a long established East Coast firm.)

The company continues to grow. Additional manufacturing
plants have been constructed and new products — Dreyer’s “Mud
Pies” and Trés Chocolate (which proved unsuccessful) — have
been introduced. Not only does the company make and sell ice
cream, it also distributes a wide variety of food novelty products
for other companies. A prestigious advertising firm, Hal Riney
and Partners, produces clever television spots intended to evoke
the “good old times” atmosphere.

A November 1985 issue of Forbes lists Dreyer’s as one of
“the 200 best small companies in America”. The company still
calls its Oakland administrative office its home base and has ac-
counting, finance and sales offices in Lafayette.

It is ironic that despite the enormous and rapid growth that the
company has seen in the past few years, for many people the
name “Dreyer’s” still evokes the image of a small but thriving
hometown business. Dreyer’s corporate structure reflects some-
thing quite different. Investment companies now own stock in
Dreyers’ many subsidiaries in and out of the country. While the
image of Mr. Dreyer conjuring up new flavors is quaint, it is
simply a nostalgic and naive image. Chemists in the research and
development department now create new flavors for new prod-
ucts. And the marketing people package, repackage, and sell,
and sell and sell...
September 12, 1987

The Rockridge News

Page 3

Community Brainstorming
Yields Essence Of RASP

More than fifty Neighbors and merchants along with newly-
elected Planning Commission chairman Doug Jones and Vice-
Mayor Marge Gibson-Haskell joined in a lively RASP brain-
storming session at last month’s RCPC General Meeting. Neigh-
bors Sylvia de Trinidad and Karen Paulsell nimbly transcribed
ideas, wishes and suggestions fielded from the audience by
Neighbor Kerry O’Banion.who drew on his experience of fifteen
years ago as one of the “fathers” of the C-31 and R-35 zoning
regulations for College Avenue.

The purpose of the brainstorming session was to start com-
munity input on planning for Rockridge’s future: its problems,
needs, concerns, and opportunities. The process of community
consensus-building will be continuing at the September 16th
RCPC General Meeting and on other occasions during the Fall.
At this time, the goal is to broaden the participation of the
community. In particular, the voice of the business community
is urgently solicited.

As participants in the July brainstorming session will recall,
comments often were diametrically opposed. From one Neigh-
bor came the suggestion to plan for high-density housing within
walking distance of BART, and at the next moment, another
Neighbor proposed reduced residential and commercial density.
Ground rules announced at the beginning of the meeting prohib-
ited comments advocating for or against an idea or suggestion
and any and all ideas and suggestions for Rockridge’s future are
welcome!

The complete list of “ideas” taken verbatim from the July
session will be passed out at the September 16th RCPC meeting.
Everyone is invited to review the list and join in another brain-
storming session where we will add to and refine our ideas.

— Barbara Anderson, RCPC Chair

Do you have your copy of the
Rockridge Urban Studio Report
yet? They are available,
handsomely bound and covered, at
Laser Copy, 5856 College Avenue
at nominal cost. Laser Copy has prepared
the reports as a service to the community.
Get yours while they are still available!

‘si ™
TIME For A CHANGE?

* ECONOMICAL RE-MODELING AND REPAIRS °

* SENSITIVE RESTORATIONS AND PAINTING ¢

ADVANCED BUILDING
and Energy Services
Phone 547-1697
In Rockridge since 1980
Bonded and Insured Lic. # 485180

Planning Commission Limits
Data Focus Use Permit

Data Focus, the computer equipment sales company seeking
a Major Conditional Use Permit for its ground-floor telephone
sales office at 5332 College Avenue, will be permitted to con-
tinue the operation at the current location on College Avenue
only for another year under a decision made by the Planning
Commission at a Public Hearing July 8.

RCPC and the College Avenue Merchants Association
(CAMA) opposed granting the Use Permit to the business be-
cause it was contrary to the pedestrian-oriented uses specified for
the C-31 Special Retail Commercial zone along College.

Upholding the positions presented by RCPC and CAMA
representatives, the Commission sought to limit the use but did
not want to put the company at the disadvantage of looking for
alternative space under a too-short deadline.

Data Focus did not appeal the decision.

Dreyer’s, from page 1.

scheduled to review their parking requirements. In a letter to the
Commission, Yoshi’s owner Mr. Kaz Kajimura wrote, “...we are
in a preliminary agreement with Dreyer’s for our access to the
facility once it is built. If this happens, I believe that our parking
problem will virtually disappear.” Interviewed later for this
report, Mr. Kajimura said Dreyer’s had initiated the discussions
about sharing parking, proposing the two companies share the
costs of parking structure development. Mr. Graffis stated
Dreyer’s was approached by Yoshi’s.

In early discussions with RCPC representatives, Dreyer’s
always declined to consider public access to the proposed park-
ing structure because of potential liability problems.

Plan to attend the RCPC General Meeting Wednesday, Sep-
tember 16, 7:30 p.m. at the College Avenue Presbyterian Church
for additional discussion of this issue.

XN S/S

THE CENTER OF ARTISTIC COUNSELING

5425 College Avenue
Oakland, CA 94618

Short-term counseling for people
encountering difficulty in their
artistic discipline.

All aspects of the artistic process
addressed, including:

¢ performance anxiety

¢ dealing with critical judgment

¢ starting/completing projects

¢ juggling professional/pricate lives
* coping with isolation/depression

Margret Elson — Director (415) 654-4462

Page 4

The Rockridge News

September 12, 1987

Restaurant Proposal For
Baskin-Robbins Site

A restaurant proposed for the former Baskin-Robbins ice
cream store site received approval from the Planning Commis-
sion at the Public Hearing September 2.

Mr. Majid K. Mahani, an owner of the building, plans to open
the Claremont Café to create “‘a neighborhood eating place serv-
ing high quality, health oriented, American grill and Persian bar-
beque. We will be a full service family restaurant (not a fast food
chain)”.

Discussing his plans with The Rockridge News, Mr. Mahani
said he wants to build a business that will fit in with the neigh-
borhood. He plans design changes to the exterior to remove the
“glitzy Baskin-Robbins sign boxes” and install plain brown
awnings with white lettering, and will paint the exterior of the
building in a complementary color.

Questioned by RCPC Board Members before the initial
Public Hearing August 19, the restaurateur discussed these other
aspects of his plans:

Parking-City zoning regulations do not require parking for a
business the size of the proposed restaurant, but Mr. Mahani is
looking for a parking lot.

Hours-The restaurant will open for lunch and dinner and
close at 10 p.m. daily. Saturday and Sunday brunches are
planned initially; regular breakfasts are a future possibility.

Capacity—The restaurant will have seating capacity for forty-
eight diners, including booths and counter service.

Litter-No take-out foods are planned. All orders will be
served on premises. Mr. Mahani agreed to pay special attention
to the dumpsters at the rear of the building, a current source of
concern for Florio Neighbors.

Cooking odors—All cooking will be by grill, not deep fat
frying. Odors will be kept to a minimum, consistent with City
standards for venting.

The RCPC Board passed out flyers to immediate Neighbors
encouraging response to the proposal and participation at the
Public Hearing: the City received one letter in opposition.

Thanks again for your support of RCPC and
The Rockridge News. Donations from the
“Envelope Fundraiser” amounted to $1700!

That's community support!

Draft Program Prepared
Art Stone Property Plans
Slated For Discussion

Oakland designers and developers will soon have an oppor-
tunity to help breathe life into the unique project that will bring
the new Rockridge Library and Rockridge Commons to College
Avenue.

Ina draft statement developed from discussions with RCPC,
CAMA, local residents, adjoining property owners and City
officials, The Bay Area Partnership — the consultant hired by the
City to help guide the project — suggests preliminary guidelines
and minimum requirements for designers and developers wish-
ing to join a design competition for the exciting mixed-use de-
velopment proposed for the Art Stone property.

The proposal calls for a library facility and “neighborhood
commons” that will provide space for a new branch library,
comfortable indoor and outdoor seating spaces and a small
coffee or snack bar. Meeting spaces designed to accommodate
a minimum of 50 persons, a bulletin board/kiosk and an art
gallery space for local artists’ work are highlights of the plan.
Small scale retail uses, such as a flower stand and newspaper and
magazine stands, would also be included.

The draft document suggests a minimum of 24 metered
parking spaces for general public use, with the library entitled to
6 or 7 as a minimum.

The Bay Area Partnership proposes the Oakland Department
of Public Works sponsor a Rockridge Commons Competition to
select an architect/developer team by March 1988 to design and
build the facility consistent with the wishes of the Neighbor-
hood, the merchants and the City.

Mr. Marc Beyeler, co-Chair of the Art Stone Committee
stressed that this is a draft document designed to spur community
review and comment. “Nothing is final yet,” he said, “but this
is a step along for the Committee, the community and the City.”
The draft will be considered at the next meeting of the Art Stone
Committee. Call Mr. Beyeler at 654-6787, or co-Chair Mr.
Kevin Brown (Better Homes Realty, 654-6787)to offer your
thoughts and ideas or for more information. You may also call
Mr. Steve Costa of The Bay Area Partnership at 763-8447.

= ae ee

I C RCPC Registration — Donation Form ) I
Yes. / Enroll Me as a Registered Member of the Rockridge Community Planning Council!
I T have enclosed a check payable to RCPC for my tax-deductible donation for a year’s registration I
I and other support areas I have checked off:
|. Name: Suggested minimum; $10 per category Mail to:
Address: $. Registration Donation Re Kinkead

. R 5626 Oak Grove Avenue
I City/Zip: fo | $ Rockridge News Donation Oakland, CA 94618
I Phone: [| $_________ Legal Fund Donation

Thank you!
September 12, 1987

The Rockridge News

Page 5

Robbed: Angry Neighbor
Strikes Back At Crime/

Dear Neighbors:

We were robbed! And so were our Neighbors, Glenn, Ed,
Joe and Louie. In fact, everyone that I contacted on Claremont
Avenue experienced a burglary within the past six months. All
of the burglaries are strikingly similar: all are in Rockridge, and
only small items (such as money, electronics and jewelry) are
taken. Entry is made through a window, usually in the back or
side of the building in the early evening. Many of the burglaries
occur during holiday weekends. (I hope you were not a Labor
Day victim!)

It is time to put a stop to this rash of thefts!

The Community Alert Neighborhood Watch Program is
sponsored by the Oakland Police Department and is one of the
most effective methods to protect ourselves from burglary.
Please attend an organizational meeting to form a Community
Alert group. We will meet in the Sanctuary at the College
Avenue Presbyterian Church, 5951 College Avenue Tuesday,
September 22, 1987, at 7:00 p.m. Detective Meeks of the
Oakland PD will discuss the program and other effective crime
prevention methods. The meeting area is wheelchair accessible.

For more information, please call Sam Bleksza at 652-1765.

—Mary-Ann (Sam) Bleksza.

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428-0937

St. Albert’s Priory To Host
Wine Tasting And Auction

You’ve marvelled at it for years and you love the wide
expanse of grass studded with meticulously placed fruit trees.
Now’s your chance to see firsthand the interior splendor! And
hoist a glass to boot.

The third annual St. Albert’s Priory Wine Tasting and Auc-
tion will be held Sunday, September 27, 1987, from 1:30 pm to
4:30 pm at the Dominican House of Studies, 5890 Birch Court,
Oakland. The event is a fund raiser for the Dominican Educa-
tion Fund.

This is a unique opportunity to visit the West Coast religious
house of the Dominican Order of Friars, a group in existence for
well over 700 years. The Priory is located on the original
grounds of the Raymond A. Perry Estate on Chabot Road.
Guests will be welcomed to tour the Priory cloister and exqui-
site grounds nestled amongst several acres of wooded gardens.

California wines, some rarely offered for auction, as well as
selections from private collections will be among the vintages
available for bid. Denis Kelly will be the auctioneer.

Tickets — which include a commemorative glass, entertain-
ment, hors d’oeuvres and winetasting — are $12.50. Admission
and all donations are tax deductible.

Please make checks payable to St. Albert’s Wine Auction and
mail to St. Albert’s Priory, 5890 Birch Court, Oakland, Califor-
nia, 94618. Ticket orders received by September 16 will be
mailed; all others will be held at the door. The Priory is
conveniently located one block North of the Rockridge BART
station.

Office Space Rental: Part-Time
Beautiful, unique office on College Avenue
near Rockridge BART.

Flexible hours, reasonable rates.
Ideal for writing, counseling.

Call: 654-4462, or 655-8389

Ricuarp H. Mocensen, D.D.S., INC.

#312 ROCKRIDGE MARKET HALL

5655 COLLEGE AVENUE, OAKLAND, CA 94618
(415) 653-6677

FAMILY DENTISTRY WITH A GENTLE TOUCH

+ COSMETIC, RESTORATIVE AND IMPLANT DENTISTRY
+ PERSONALIZED, COMFORTABLE FAMILY DENTISTRY
+ SENIOR COURTESY
+ PAYMENT PLANS
NEW PATIENTS WELCOME
+ CONVENIENTLY LOCATED IN ROCKRIDGE MARKET HALL
* EASY ACCESS FROM BART

In Practice Since 1973 J

Page 6

The Rockridge News

September 12, 1987

Of General Interest:

City: Marge Gibson Haskell

Neighborhoods
Working Together

On the night of July 27, 1987, at the North Oakland Com-
munity District Advisory Council, Rockridge received initial
approval from this representative body of its request for $8,000
to develop its Specific Plan. As the quid pro quo for supporting
this emergency request, other neighborhoods requested the
help of RCPC to aid in planning for their futures. The Rock-
ridge representatives wholeheartedly agreed to aid and support
other North Oakland neighborhood’s efforts. It is this kind of
concern for each other’s needs which makes me feel very
proud and privileged to serve as Councilmember for North
Oakland.

This real bridging between neighborhoods was a first in
many ways. Though neighborhoods have supported or op-
posed particular planning decisions before the City Council,
there has never been a commitment between neighborhoods
for long-term technical assistance. Nor has there been such an
open-hearted exchange amongst such diverse groups as oc-
curred that night. It was Oakland at its best.

Where do we go from here, though? North Oakland neigh-
borhoods need to work together to assure complementary de-
velopment. What doesn’t work on College Avenue may work
on Telegraph Avenue. What there may be too much of on
Telegraph could help San Pablo. Each area needs to become
clear in its goals and then support each other with whatever
resources are available.

I see the City’s role as a codrdinator of these efforts and
where there are resources which can only be obtained by City
intervention that that support be provided. The City can reach
out to Cal-Berkeley and request their assistance in the form of
formal assignment of class study groups or individual students
on work study assignments. City staff can help monitor stu-
dent and neighborhood efforts to assure compliance with the
City Charter and State laws. As the vehicle for funneling
Federal funds into the community, the City is responsible for
assuring benefits be made available fairly to all eligible neigh-
borhoods. As your Councilmember I take pleasure in facili-
tating your access to all beneficial programs.

RCPC and The Rockridge News present these columns to
assist regular communication from our local elected officials.
Give some thought to what you read here, then give a call to
the authors:
Marge Gibson-Haskell — 273-3266
City Council District 1
Sheila Jordan - 652-7823
Oakland School Board District 1

Schools: Sheila Jordan

It’s September, and even if your child attends year-round
school there is no way not to notice the change in the air. School
is opening and it is time to think about classes , scheduling, books,
materials and making sure that the kids “look good.” School staff
has been working hard preparing for opening day, and certainly
it has not been a smooth road. Nonetheless, despite the obstacles
and financial difficulties, I believe we have made some progress
in shifting the emphasis from downtown to the school-sites.

My last column (August Rockridge News) concerned the
damage that would be done to the school district by the layoff of
instructional assistants, temporary teachers, school nurses and
psychologists. I can happily report that the situation, while still
serious, has improved. On August 26, Superintendent Coto an-
nounced the rescinding of the cuts in instructional assistants.
There is still hope that we will be able to restore the positions of
the psychologists and nurses as part of the superintendent’s reor-
ganization of the program for disadvantaged youngsters.

The reason for this optimism stems from a small, but impor-
tant improvement in revenues from the state. Several special pro-
grams that were in jeopardy have been fully funded. This funding
provided the basis for rehiring the instructional assistants, and, I
hope, will provide the wherewithal to rehire the psychologists and
nurses.

At this moment, a bill sponsored by State Senator Robert Bev-
erly (R- Redondo Beach) is being discussed in the state legisla-
ture. If passed, it will provide an additional $4.5 million in urban
impact aid. This bill is both good news and bad news. The good
news is that it provides badly needed general purpose funds. The
bad news is that one of its provisions gradually reduces and finally
eliminates urban impact aid.

Just as the news breaks that 68 percent of high school young-
sters cannot correctly place the Civil War within the correct half-
century, it is highly ironic that educators still have to beg for the
funds necessary to prevent their schools from declaring bank-
ruptcy. What is seen as the schools’ failure to educate is in fact
the failure of the state and federal government to make a priority
of education.

Last Wednesday I joined Superintendent Coto in Sacramento.
It was a fascinating experience, but I was taken aback by the
political games that go on behind the scenes. The decision-
making process that creates the legislation — with which we have
to live — seems far removed from the needs of kids, teachers or
parents. That trip confirmed my belief that, if we are going to have
an impact on Sacramento, we need to organize and mobilize our
communities to demand that adequate education funding be a top
priority on their agenda. Precisely in urban areas where the need
is so great, we need the little bit extra to ensure that our children
get a few “roses”. Let’s make sure we have music, art, computers
and drama along with the basics for our young people.

I will be supporting a proposed ballot initiative (Gann Modi-
fication Initiative) to remove the barrier to education spending
established by the 1979 Gann Amendment. While this initiative
will not by itself provide the funds for quality education, it estab-
lishes a healthier “floor” below which funding cannot fall.

Please join Oakland Parents for Quality Education, all seven
school board members, and Superintendent Coto at a city-wide
meeting this September 17th at Westlake Junior High School
(2629 Harrison near Grand, 7:30 pm). At this meeting we will
discuss and decide how to best organize ourselves to ensure
passage of the Gann Modification Initiative. Join us in fighting
cuts in public education funding.

—

September 12, 1987

The Rockridge News

Page 7

~ Feeding The Inner Person

What’s Missing On
College Avenue?

Rockridge has come into its own over the past, very few years.
It’s catering to our every sensibility and whim as it turns into a
beautiful, bustling area. Rockridge is wining and dining us,
feeding and clothing us and pampering our children. It’s sur-
rounding us with bouquets of flowers. In short, Rockridge has
become a voluptuous place to live and we seem to be thriving.

But there is something missing. With the latest in fashions,
food and fads, there isn’t very much in the way of cultural
nourishment. That is: books, learning, the arts and music. Itisn’t
that every neighborhood must provide its citizens with every
facet of life. Then no one would need to leave his tribal area and
visit other sites.

It is more a question of securing the future of our bright, out-
going Rockridge. I have this gnawing fear that a neighborhood
which booms so quickly to become what the Montclarion re-
cently called “trendy”, can de-boom equally as quickly if it
doesn’t establish roots in more of the areas of life that provide
permanent soul-nourishment. Can’t we have art galleries, book
stores, a center of information and learning, on-going musical
events? Then, too, there is such an incredible array of talent
among the Rockridgians themselves, shouldn’t there be a way of
its being made known, and used, right here in our own front yard?
With the addition of some cultural features, we might be better

“— assured that the flowering of Rockridge takes place alongside its

cultivation for a long, healthy life.
Any thoughts or comments are welcome.
— Margret Elson 654-4462

City Approves Pole Removal Process

A petition process permitting removal of street sweeping sign
poles when agreed to by 80% of the residnets in a given area was
approved by the City Council July 28. Some poles have already
been removed from Rockridge streets.

If you are concerned about streetsweeping sign poles on your
street, call Mr. Drew Winsor, 273-3846, Maintenance Services,
Department of Public Works, for information about the program
and the process.

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Or Order ’ To Go

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5 p.m. - 10 p.m.

Report from Oakland Tech:
We’re Back!

I want to thank my North Oakland neighbors for their support
in helping to revitalize Oakland Technical High School. Hope-
fully you’ve heard about some of the exciting changes taking
place behind those ornate columns that grace Broadway. You
should know that our test scores are up (second highest in the
District and climbing fast); there is far greater enrollment by
students from within our attendance district; and, most impor-
tantly, staff and student morale is high.

Enrollment continues to grow and classes have been added to
our widely acclaimed Paideia program, Health Academy and
Engineering Program. Other new additions to our 87-88 program
include Mandarin, calculus, photography and an innovative new
drama program. Spirited students continue to request and organ-
ize a wide range of after-school clubs to meet their varied inter-
ests. Chess tournaments, white-water rafting, bowling, creative
writing and history trivia are just a few of the extra-curricular
activities offered. Neighbors who would like more information
about these programs or who would like to visit the school can
call me at Tech, 658-5300.

Speaking of our new drama program, we could use a number
of items you might be able to donate. Standard theatre props,
including a sofa, chairs, dining room tables and chairs and lamps
are needed in good condition (...stains are fine; no big rips,
please). Costumes and materials for set design would also be
greatly appreciated. And, of course, your time and talents are
always welcome. Last year, several “closet costume designers”
helped make costumes for our production of A _Midsummer—
Night’s Dream. All donors will receive complimentary tickets to
the Spring performances and will be acknowledged in the pro-
grams. It’s a wonderful way to get to know the students at Tech.

If you have items or ideas to donate, please leave a message
at Tech for myself or Mr. Andy Hamner, our new drama instruc-
tor. Please feel free to call me at my home, 658-1974.

— Dodie Lindsay, Outreach Coordinator, Oakland Tech

“Clean Community” Program

Comes To Rockridge
Watch for a bulletin in the October Rockridge News about
plans for a trash collection day in North Oakland. This is an
official program of the City of Oakland.
Call Ms. Daisy Wilson at 273-3490 for information about the
“Clean Community Systems” program.

\ 5461 College Avenue * 653-2911 L)

Have Fun While Getting a Great Haircut!

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for Kids College California 415
of All Ages Avenue 94618 547 7277

Page 8

The Rockridge News

September 12, 1987

First Annual College Avenue Presbyterian
Church Rummage Sale and Bake Sale
* Saturday, September 19 llam to4pm *

Held in the gym, 5951 College Avenue (next to Dreyer’s)
Be A Merchant For A Day!

For a $15 donation, you can reserve gym space
(approximately 6' x 6’) to sell your items at the rummage sale.
Call Greg Young, 655-4519 to reserve space.

College Avenue Presbyterian Church
5951 College Avenue, Oakland, CA 94618

About thirty-five tables or booths will be set up to sell recycled
items, such as clothes, toys, and other household articles. Many
tables will feature items from people in the neighborhood. There
will also be some carnival booths for the kids to enjoy. Plan on
stopping by the sale to help the church raise money for building
Tepairs and the pipe organ renovation.

Later in September and October, church members will collect
used eyeglases. Watch for our announcement.

— Greg Young & Matt DuPlessis

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Call Don Kinkead at 655-7474 or write to
5626 Oak Grove Avenue,
Oakland 94618 (of course!) and let us know.
October issue deadline is October 5th.

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