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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 ­ 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.