4 minute read
EDITOR’S NOTE
EDITOR’S NOTE: FALL 2022
by Laura Rearwin Ward
Ojai is battling for its identity during the new great migration from big cities to small towns. In addition, Ojai is dealing with the resulting fallout from becoming a wealthy hipster haven — at least in its imagined geography, or perceived sense of place. And locals anxiously await the day when Ojai “jumps the shark.”
This imagined geography is built upon a zeitgeist influenced by the regular release of “visit Ojai” puff pieces in travel mags and national newspapers. From the Auto Club, to in-flight magazines, the vision of Ojai is crafted by brand-conscious writers on promo-junket tours. A recent headline that ran in the New York Times described Ojai as “A [verdant] vortex of good energy (and great times).” In the margins, locals lurk around the corners of comment pages huffing and steaming over out-of-towners coming to Ojai.
The commodification of this imagined geography — becoming the marketing hype and losing authenticity — could spell a Narcissus-like end for our community, where Ojai is sucked into its own reflection and sold back in reclaimed sustainable packaging. Observing tourists recording and posting their latest visit to Bart’s Books rather than actually reading in the bookstore does give one pause (and hopefully not because Bart’s manager was our Fall 2021 cover). But so does hearing locals brag, “I never go downtown anymore,” feeding a positive feedback loop where businesses are forced to cater only to visitors.
People sojourn here, pulled by the warm glow of their perceptions of this place. They come to try on the storied vibe, or to bow out of the competitive dog-eat-dog world after they’ve had their fill, to find salvation from their past life indiscretions or, at the very least, to discover the best versions of themselves.
To dwell in a place where people come to be better humans is a wonderful idea indeed, but when it’s their second home and a fence goes up around it, Ojaians are pretty sure the ideals have missed their mark.
The conversation is being had in every social circle in town: “Ojai is changing. What are we becoming?” The cost of our limited housing stock is skyrocketing, renters are being forced out, and big-city money is moving in. The angst is exacerbated as the fear feeds on itself and grows divisive.
Keeping our small-town charm actually requires adaptation by transplants and locals. Remaining static is not a choice. Blaming outsiders for Ojai’s problems is to shirk responsibility. Character by design will require vision, a big heart, inclusion, and some innovative community solutions to gracefully manage the oncoming flow of change. A well-rounded, sustainable community is one that includes people of all economic levels who live, work, shop and play primarily in the Ojai Valley.
Our valley is changing; we can only control our response to that change. Let’s take care not to lose what we love about Ojai in the first place, into the vortex of an imagined geography.
Take a moment to connect to Ojai through our story. Read the true tales of Ojai life in this Fall issue of Ojai Magazine; they are brought to you by the Ojai Valley News, and told not to sell you, but rather to sit beside you in peace.
With affection,
Laura Rearwin Ward
Ojai MAGAZINE
EDITOR / PUBLISHER
Laura Rearwin Ward
ASSISTANT EDITOR Karen Lindell
ART DIRECTOR Paul Stanton
WRITERS
Karen Lindell, Kerstin Kühn, Perry Van Houten, Kimberly Rivers, Arthur Grace, Jessica Ciencin Henriquez, Steve Sprinkel, Mimi Walker, Robin Goldstein, Tiffany Paige
PRODUCTION
Georgia Schreiner, Editorial consultant
Mimi Walker, Editorial assistant
Tori Behar, Calendar
ADVERTISING
Linda Snider, Director of Sales
Catherine Miller, Account Executive
Ally Mills, Advertising Assistant
CONTACT team@ojaivalleynews.com advertising@ojaivalleynews.com www.ojaivalleynews.com @ojaimag
Cover photo: Tiffany Paige
www.greenwithtiffany.com
