Serving Larchmont Village, Hancock Park, and the Greater Wilshire neighborhoods of Los Angeles since 2011.

Windsor Square ‘s Tara Roth Behind LA2050

Windsor Square resident Tara Roth.
Windsor Square resident Tara Roth.

Suddenly this fall, it seemed the LA2050 Challenge was everywhere. We were sent emails and stopped on the street – vote for a project that will better life in LA. Given one vote and so many potentially great projects, it was hard to understand where this was all coming from.  Who was behind LA2050?

Enter the Goldhirsh Foundation, a private family foundation run by a team of three people using social media and digital and physical outreach, and asking thousands of Angelenos in a big way – what kind of projects would improve life in Los Angeles?

This, the second year of the LA2050 challenge skyrocketed into the public attention with almost 30,000 people and institutions involved in crafting the LA2050 goals, and over 80,000 Angelenos voting to decide on which organizations would receive the ten $100,000 grants provided this year. With the intention of “flipping the typical philanthropic model” the LA2050 challenge proved that civic engagement in Los Angeles is indeed alive and thriving. In essence, the Goldhirsh Foundation isn’t deciding who to support in their grant giving, but letting the public decide.

As President of the Goldhirsh Foundation, Norton Blvd resident Tara Roth has been really impressed by the organizations and individuals, both private and public, who have big ideas for creating a better Los Angeles.

“People are rallying against the image issue that Los Angeles has,” Roth told the Larchmont Buzz over a coffee on the boulevard last week.  “They know there is a lot of goodness and many strong communities here in LA.  Angelenos really want to get out of their cars and collaborate and communicate with one another. It’s a new urbanism – people want to make life here better – for everyone.”

When not working full tilt for the foundation, a job she describes as “feeling blessed and privileged to have been a part of for the last 8 years,” Roth spends much of her free time in and around Larchmont Village, taking classes at YogaWorks, dining at Le Petite Greek, or biking with her two boys, aged 8 and 3, who attend local schools. “Larchmont is such a gem of a place to live,” Roth noted. “It’s a real oasis where people take care of one another and take pride in our village.”

As seen by the interest in LA2050, we Angelenos like to take pride in our city too.

Learn who won the grants in this year’s five categories: LIVE, LEARN, CONNECT, CREATE and PLAY at LA2050.

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Julie Grist
Julie Grist
Julie co-founded the Larchmont Buzz with fellow buzzer Mary Hawley in 2011 and served as Editor, Publisher and writer for the hive for many years until the sale of the Buzz in August 2015. She is still circling the hive as an occasional writer.

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