Reed reflects on ASUCLA career
Former director still shocked by board’s decision
By Patrick Kerkstra
Daily Bruin Staff
For almost 30 years, Jason Reed devoted his professional life to
ASUCLA. For 14 of those years, he headed the organization as one of
only four executive directors in the association’s long
history.
That era came to a jarring end on April 24, 1995 Â when
ASUCLA’s board of directors announced its intent to fire Reed. The
announcement came in the wake of five years of discouraging
financial results and mounting evidence that association management
deceived the board about the organization’s economic situation.
Since Reed’s removal, a flurry of debate has surfaced on and off
campus. Some, including past and present association employees,
applauded the board’s decision. The Alpha Partner consultants, who
are serving as co-executive directors until a permanent replacement
is found, have repeatedly said a leadership change was beneficial
to the association
But others, including past board members, argued that the board
was merely scapegoating Reed for problems beyond his control.
Current board members have consistently refused to comment on
their reasons for dismissing Reed. Their silence has left many
community members wondering about what caused their decision.
When revelations surfaced that Reed did not tell the board about
predicted future losses of over $1 million, board members still
said they were not considering Reed’s dismissal.
There are even reports that Chancellor Charles Young, in a
letter to the board, expressly said the board could not dismiss
Reed in the immediate future.
But less than a month after the board reportedly read Young’s
letter, Reed was removed with the chancellor’s approval and
support.
"I was utterly shocked," Reed said in a recent interview with
The Bruin.
Weeks after the news, the still- shaken former director is left
grasping for answers.
"I think the projections (made by management that weren’t given
to the board) were part of it," Reed said.
"But what matters is that for whatever reason, the board lost
confidence in me."
If Reed’s removal was controversial, it is only consistent with
his hiring in 1981. The executive director proceeding Reed, Don
Findley, was forced to resign by a similarly motivated board. The
Daily Bruin reported then that some board members felt Findley
created friction between ASUCLA management and students.
Some of the 1981 board members felt that Reed, who had
previously worked as the association’s chief financial officer,
would continue Findley’s perceived practices.
The debate over promoting Reed lasted into the early hours of
the morning. Initially, the board was split evenly, five votes for
Reed, and five against. The Daily Bruin reported a coalition of
students was against hiring Reed, but the final vote was 7-3 in his
favor.
After the initial furor over his hiring, Reed’s tenure lapsed
into a comfortable and highly profitable pattern. While Reed was
executive director, the association’s total sales increased from
about $35 million annually, to over $80 million. Profits from the
student store skyrocketed, and food service sales rose as well.
Reed’s performance quickly earned him the confidence and trust
of many of the board members he served.
Raymond Goldstone, an administrative representative on the 1981
board, along with many others, formed the highest opinion of
Reed.
"He was always an extraordinarily hard worker and an able and
imaginative worker. He was a firm advocate of student interests,
and during the days I served when he was the executive director,
the association was successful financially," Goldstone said.
The good fortunes of ASUCLA were intact during Michael Meehan’s
term on the board as undergraduate president in 1988-89. Meehan not
only felt Reed did an excellent job, he also condemned this year’s
board for announcing its intent to fire him.
"I think it’s really a shame for the board of directors to make
a decision like that. It seems to me any type of self-respecting
company would have given the individual a chance to retire," Meehan
said.
Bill Mills-Curran, a graduate on the board that hired Reed, felt
he successfully met the challenge of the promotion and gradually
grew into his job.
The uniform opinion of Goldstone, Mills-Curran and Meehan is
that Reed was consistently honest and open with the board.
But the profitable, business-friendly climate that dominated
most of the ’80s showed signs of turning sour by 1989. Perhaps
indicative of the coming recession, some board members were
becoming less enchanted with Reed.
Dave Lee, graduate student president in 1989-90, was part of an
effort to renegotiate Reed’s contract to "get his attention."
"I can’t say that Jason (Reed) was ever dishonest, but he told
the board what he wanted the board to hear," Lee said.
"Reed was a very good politician," he continued.
Lee said that his board never seriously questioned Reed’s
leadership, because of ASUCLA’s relatively good financial
health.
But as the ’90s began, the association’s financial health
started deteriorating. Debts from the Ackerman Student Union
expansion project and declining tourist rates at UCLA further
complicated the organization’s problems.
Some present and former ASUCLA employees have charged that Reed
was not up to the challenge.
Apparently, the 1994-95 board agreed.
Looking back, Reed said he would have done some things
differently.
"I would have taken the personnel actions I was planning
sooner," he said.
"We were slow to respond to increasing competition from outside
groups. ASUCLA should have prepared better for that," Reed
continued.
Despite those limited regrets, Reed remains proud of his record
at the students’ association.
Reed feels he has defended student involvement in ASUCLA, and
has helped campus institutions, such as student government and
media.
"In the 30 years I’ve been here, the association has grown
immensely," he said.
"For 15 years I’ve done an effective job as executive director
 I’m very proud that I’ve carried ASUCLA’s tradition
forward."
Toward the end of the interview, Reed reflected on the
relationships he’d formed in his many years at UCLA.
"I value most the friendships and relationships I’ve made; with
university people, ASUCLA people and students," Reed said.
Abruptly leaving in tears, Reed’s final comment was that he
"can’t believe" how some of those friendships and relationships
ended.
But Goldstone, who has known Reed since his earliest years at
ASUCLA said, that regardless of the circumstances surrounding his
dismissal, Reed had earned respect.
"I can tell you that he has earned the respect and affection of
this university community, and it has been my experience that most
members of this community offer that respect and affection without
reservation," Goldstone said.
"That’s different than net revenues, but he is part of the
fabric, and will always be a part of the fabric of the associated
students and the larger university," he continued.