The following video footage was filmed on Thursday September 20, 2007 at the Ukiah Conference Center. The "Community Forum" was hosted by Fair and Powerful Communication (FPC) a PR firm hired by Developers Diversified Reality Corporation (DDR). DDR is proposing building a 700,000 sq/ft shopping center on the former Masonite site, just north of Ukiah. Despite the fact that the site is zoned industrial, DDR seems confident enough in their ability to obtain a land use designation change that they are currently paying large sums of money to demolish the existing buildings at Masonite, paying a number of architects to design plans for the complex, and hiring marketing firms to poll valley residents to help sell the project.

This FPC "Community Forum" while presented as a neutral gathering was actually intended to extract information from valley residents as to what visual aspects would make the mega-mall more palatable.

The total footage time is close to three hours, and if you have the time it's worth watching it all. If you're looking for some juicy chucks, check out the very end of segment 16 and the beginning of segment 17 where Richard Ruff, local architect hired by DDR to put the window dressing on the project, explains the true purpose of the meeting, which is to develop the "shell" that will be put around buildings already designed by a major architecture firm based in Pasadena. Clips 5-8 have some very cogent speakers explaining why a mega-mall is the wrong type development for our community.