The Awesometown Food Truck event was more popular than Newhall Land could have imagined. Event organizers expected only 3,000 people to show, but the event was so hyped and people were so excited about it that, for a few hours Saturday, the population density of Awesometown exceeded 8,000 people/smpl (strip mall parking lot).
And you know what that means. If there’s one thing SCVers like more than bitching about traffic, it’s bitching about crowds. Take it away Signal commenters:
Yeah. The Awesometown Gourmet Food Truck event was just like the aftermath of the Haitian earthquake. Of course. And it’s totally logical to extrapolate one foodie event into a hackneyed rant against “overdevelopment” (read: too many people, of which you are necessarily one.)
But not all complainers are equal. I will give huge points to this complainer who created a cute bear animated video to kvetch about the crowds:
The complaining was so intense that none other than Marlee Lauffer, a victim of her own successful marketing campaign for the event, publicly apologized for the lines:
“I’m sorry there were lines,” Lauffer said. “This just shows how much people out here love doing things together.”
Actually I think it shows -shockingly- that SCVers want more than chain restaurants in the SCV. Last winter a poll found that we wanted a Cheesecake Factory above all else, but -go figure- when Newhall Land throws a gourmet food truck event, 8,000 people show up, with many thousands leaving happy and satisfied and many others leaving bitter, disappointed and angry.
I think the solution to this problem is simple. More events like this! All around town. Weekly if possible!
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Lauffer has nothing to apologize for. the complainers need to shut it.
Event planning and promotion is very difficult.
Nate, why can’t people complain about a very poorly executed and planned event, you make it sound like there was nothing to complain about.
Meh. I don’t think it was poorly executed, I just think they vastly underestimated the interest. Had the crowds been anything close to the numbers they were expecting, I think it would been seemless.
This was the first (and hopefully not last!) event of it’s kind. Give them a break
You will get 100% refund of this event, oh right it was free…compalining about lines is just idiotic to anyone with experience with food trucks. It is obvious if you are complaining this food trucks aren’t for you. Do us all a favor and stick to olive garden.
Isn’t part of the food truck experience waiting in line? In Vegas we have Fukuburger http://www.fukuburger.com/ (pronounced ?)
The best burger next to 5 guys I have ever had. But you have to wait 30-50 minutes to order due to the line. Alan don’t bother showing up because the crowd is intense. Im with Nate. Stick with Olive Garden those bread sticks are killer!
I agree. Better still, stand in line with someone you know and like. I talk to people for an hour all the time. It’s just like that, except you get a great meal at the end.
Love the title of this post.
And the Haiti reference.
And the Laufferism.
God I am SO SICK of the SCV complainer crew! STAY HOME NEXT TIME so the rest of us can enjoy the event. There was another comment on the same article that had constructive criticism. Do it again. Bring more trucks. Then do it again.
In the meantime Santa Clarita, chill out a bit. Think about leaving the kids at home (!!!) and coming with friends instead. The food truck experience is, in my opinion, not geared to the whole family thing anyway (gasp). I know that may be a sacriligious comment but sometimes that’s just the way it is.
What about having a similar event catered by all of the local restaurants?
What’s so compelling about eating CPK or Stone Fire served from a truck outdoors?
Why does anyone want to eat out of a truck period? Besides, judging from the Facebook comments, all most people were interested in were the cupcakes.
Ask the 8000 people who showed up. Obviously it isn’t your thing, so stop worrying about it.
No worries. Just intrigued at the lengths people will go to eat. Must have been like the free food feeding frenzies at Costco. Any guess as to what the average BMI was for those 8,000 who turned up last night?
Lol. There were all types
It’s safer! THINK SHOP SANTA CLARITA! How does the city recover sales tax from a mobile source not anchored to the city? Just asking. By the way, what happened to that brilliant campaign?
The restaurants in Bridgeport made tons of money last night! They were packed!!!
Typical weekend crowd.
They already have that. It’s called Taste of The Town. Never been…probably never will go. It’s about trying something (many things) a little different.
You are right. We went to Taste of the Town several times. Huge lines, not worth the wait. Better to just go and try a local restaurant directly.
Bad planning… kept cruising around the parking lot for 30 minutes with no luck, then drove past the trucks and saw the huge lines, at that point gave up, I figured at least 45 minutes to an hour wait, was just not worth it. Have been to other great food trucks around LA , they are great experiences, but this was not worth it.
We didn’t miss you.
Nate, you were directing traffic very well, how did the cleanup go ?
Lol. I found a parking spot right away at 5:10. Walked over saw friends all mover the place, got some food. Teamed up once so I got three food items from three different trucks. Then I went to kabuki and got some drinks. It was an awesome night.
My spouse and I hauled our toddler to the event to chow down and also meet up with some friends who also have two pre-teens and a toddler. Guess what? While some waited in lines, they met new people and had a great time! And those of us who waited with the kids? We met new people, too. The event had more to offer than just yummy food–a pedestrian-friendly event (I’d never seen that many people walking around outdoors in this town), a chance to meet new people, and dining al fresco. With so many people gathered outside in a central location to eat and socialize, I felt like I was in Mexico, Portugal, or Spain. We had a great time.
And I love that animated clip!
BINGO!
Exactly! The event was a lot of fun, not perfect but who cares? We went, we had a blast with our friends and hopefully next time they will change it up a little. No big deal. If anything the people who came out will hopefully make this happen more often and be even better the next time and the next time and so on.
(oh and the fort was the best part, not the trucks)
YES!! Exactly how we did it with two kids, and we had a blast. Can’t wait for the next one!!
I Heart I Heart SCV !!!!!
Laufferism?
A wonderful new term, for eloquent, skillful wagging-the-dog spin
Who likes eating food served from a truck? I do. Great variety last night. That said…I didn’t get there until after 7, having been in Pasadena for a photoshoot. I didn’t waste time driving around the parking lot; I parked a few blocks away from the mess and walked. (Parking more than 10 spaces away from a destination in the SCV? What sacrilege!) And …spent about an hour or so in line for Great Balls on Tires (quite good) while someone in line at the ice cream truck grabbed me something (Pancake Breakfast ice cream? Yes.) The whole thing was a great idea but, in my humble opinion, poorly executed. Too packed in and crowded. Of course, as a diehard Newhallian, I would have rather seen Main Street blocked off, with the trucks lining each side of the street. Listen, I don’t think food truck culture is ever going to gain too much ground in Blanda Clarita Valley. That’s just the sad truth. Which equals one more reason for me to move out of this valley.
You’re welcome for the ice cream.
It was great to see you! <3
They should have the food trucks show up the day the Amgen Tour comes to town!
If only someone could develop technology to harness the energy of the Awesometown Whine…money!
Haters: notice that the people who went through the trouble of sticking around had a great time. Best time I’ve had in a long time.
More to come soon…
#wch
Hi Jeff — Brave New World comics in Newhall hosts the Kogi Food Truck every other Wednesday night.
At 5:15 the parking lot was full but we just parked across the street no problem. Had some great food and had a blast!
It was a little confusing finding the end of lines. At one point one of the Italian trucks had a somewhat of a long figure 8 line.
We got in line for Ahn Joo, which due to line confusion was short because 99% of the people standing in front of it were waiting in the meatball line. Victory! Ran across the way and got some fries at the Munchie Machine, and ended the night with some Rootbeer and ice cream. Yes long lines, but part of the fun is hanging around with your friends and running into random people. I know people enjoy the foodtruck experience for various reasons, but for me the food is on the bottom of my list of reasons.
I heard one guy herding his family away saying ‘sooooo who wants Mexican food’.
I expected long lines but i still bitched about the lack of space for said lines.
I rode my bike along our trail system, so no problems with parking for me
Not to join the complainer crowd, but I had a hard time not drawing comparisons between suburban housing development and this event. If the food trucks could be spaced out more next time, perhaps in a large circle around the entire parking lot, it might make the crowd more manageable. Having the trucks parked end to end with 20ft between rows of trucks and tables between the rows was just too packed. Plus it doesn’t help that the SCV has 1.3 strollers per household
Plus it doesn’t help that the SCV has 1.3 strollers per household
What no dogs!
We contemplated going, and at 7:45 were about to head out when we got a call from a friend: “Don’t… you won’t get your food before they shut down.”
Glad to see it was popular…. but disappointed on the underestimation.
As a moonlighting event planner, I can say this much: underestimating by 10-15, even 20% is acceptable…. but woah man did they miss the mark to be off by 150%! I would guess that they had nobody checking the email, or otherwise monitoring any sort of feedback to know that there was “overwheliming demand.”
Regardless…. perhaps the more appropriate venue is COC, or as Josh pointed out, main street Newhall (though parking there is just as bad). I hope someone at City Hall notices and takes the idea to run with it!
“overwheliming demand.” with a 2 event half life.
Who in the world decided or approved of this stupid name…”Awesometown”. If that isn’t the most ridiculous name. Last time I checked, we were an incorporated city call Santa Clarita… “One valley one vision”…
You shouldmdomyour homework on that… This is old old news.
Btw as someone in marketing the “awesome town” campaign is ridiculous and brilliant. Just the fact you and others bring it up proves that. Lol
A young consulting firm created the Branding. The old dude that runs Newhall Land Development wanted to change his image, I guess.
Thanks Cash, appreciate that!
Who counted the 8000 in attendance? Is this a Glen Beck kind of estimate or did you do the counting Jeff? Seems the lunch trucks, once referred to as the “roach coach”, have replaced the wine tasting event in Assumetown.
I counted them myself…personally. It was actually 8004, but Jeff rounded down. Kthxbai
Thanks. Now I truly beleive the 8000 number and Glen Becks 1,000,000 head count. Assumetown should be called spin city. Spin city seems appropriate on three fronts.
I heard the spin number was up to 13,000 now, actually – that’s very Beckian math IMO
I participated in the Beck event, but had to pass on the coach extravaganza. I had a one day only, free Taco coupon, at Taco Bell in Bakersfield.
I worked at a few different Taco Bells in Bakersfield back when I didn’t know any better – I try to avoid them now
Jeff, when will you realize that this town is about families with kids. It is not your Urban dream of stacked up condos with a unique restaurant on each corner. If that is what you want, head to the West side. Until then, quit your bitchin.
We can have it both ways. Low crime, green grass and good schools doesn’t necessarily mean crap restaurants.
Speaking of which: I was in sleepy Murrieta a few weeks ago visiting family, who took us to old town Temecula on a Saturday night. I was expecting a BJ’s and a CPK – nope, it was off the hook, live, and packed – with people, energy and authenticity. What a model for suburban night life! It can be done.
Umm – so families with kids don’t want unique restaurants? That’s news to me, my wife, and my two kids… see my too-long post on the next story for my take on the event!
Isn’t there room for everybody in Awesometown? This town isn’t just about families with kids. That’s baloney!
More unique restaurants won’t hurt, we’ve already got the condos covered, they’re everywhere.
I think you misunderstood me, not saying that the event was not a great one to have and I love the trucks, have been to several ones all over LA, so I know you have to wait, it’s was how this was planned and organized that could have been done better.
Judging from Newhall Land’s track recorded for axing/controlling second class events, the catering truck event suggests a desperation to promote assumetown..
AWESOME, how my comment got removed.