OUR LAGUNA: Support for hospital in fashion

South Coast Medical Center’s Women’s Advisory Council and Auxiliary anticipated the change in seasons with “Fall into the Holidays,” a fashion show and luncheon Sept. 21.

The sold-out show at the Marriott hotel in Dana Point raised funds for new equipment and renovations to the medical center.

“Events like these let folks know that the hospital intends on remaining in Laguna Beach and gives those who want to help an opportunity to join support groups and donate,” said City Councilwoman Cheryl Kinsman, who made keeping the medical center in town her No. 1 goal when it appeared financial considerations would force its relocation or sale.

The financial plight of private hospitals in Orange and Los Angeles counties was the subject of an extensive article Sunday in the Los Angeles Times. Clinics and hospitals have closed at an alarming rate in recent years, according to the Times report and others are at risk, including one of the three trauma centers in Orange County.

South Coast, which is not in business to make a profit, has teetered on the edge for years and needs community support and a significant amount of money to continue to provide a high standard of medical care to the communities it serves, hospital executives have said.

In 2004, the center became the first in Orange County to join Planetree, a national nonprofit alliance of more than 90 hospitals where model patient-centered care helps to personalize, humanize and demystify the patient’s experience.

“We believe these patient-oriented programs are the things that will differentiate us form surrounding hospitals and contribute to the successful health care system in our community, now and well into the future,” said hospital President Bruce Christian.

Planetree programs include music, art and pet therapies, and the Art Walk at South Coast, a display of original art by local artists that calm and uplift patients, visitors and employees.

However, a huge stumbling block to the hospital’s financial health remains: The state mandate that requires the center to earthquake-proof the facility by 2013, but does not make any provisions for the estimated retrofit cost of $65 to $75 million — it keeps going up.

“Larger hospitals have the ability to get financing, but for smaller community hospitals — especially those that are not-for-profit — the expense is astronomical,” Christian told the City Council in June.

Christian hired Councilwoman Elizabeth Schneider, a marketing professional to head the SCMC Foundation, to raise funds and awareness of hospital services, including the award-winning emergency room, critical care, a birthing center with the most fabulous ocean view, weight loss programs, chemical dependency rehabilitation and radiation oncology.

Under Schneider’s leadership, the foundation has reactivated the Women’s Advisory Council and launched a television campaign to bring attention to what the hospital has to offer its patients.

Her major goals are to build community participation and meet the hospital’s financial challenges. She hopes to raise significant funds with the construction of a senior assisted-living facility on the campus.

“We want you to be part of our family,” Schneider told the luncheon guests. “Thank you for being here to share this special day with us. We appreciate your attendance and generous support and, if you are not already involved, we invite you to become an active part of our family of supporters and volunteers.”

From day one, the hospital has relied on the public’s generous donations of time and money.

The hospital opened in 1959, built with funds raised by community leaders outraged that a Laguna Beach police office died of a gunshot wound while on the way to the nearest medical facility 25 miles away. It was the first hospital in South Orange County and serves the cities of Laguna Beach, Dana Point, San Juan Capistrano, West San Clemente and Aliso Viejo.

Donor categories include Crystal Benefactors, who contribute $5,001 to $9,999; Hospital Heroes, who donate $10,000 to $999,999; and Legacy Philanthropists, who respond with pledges or bequests of $1 million or more when called on to help fund a major capital project such as a new building or a new hospital wing or would just like something at the hospital named for them.

The foundation also welcomes members to the hospital support groups that include the President’s Club, one-time donors of $100,000 and up; and the Auxiliary, whose invaluable contribution is time.

Two of the support groups make annual financial commitments: the StarFinders, who donate from $1,000 to $5,000, as well as help to identify other donors and host three events a year, and the $250-per-year Advisory Council members who also help with fundraising events, such as the fashion show.

Among the Lagunans tagged as committee members for the event: City Clerk Martha Anderson, former Mayor Kathleen Blackburn, Anne Morris, Cheryl Post, Cindy Prewitt and Kate Tschudin. Foundation Assistant Executive Director Kate Mullins co-chaired the luncheon with Julie Christian, wife of the hospital president.

“Not only does the fashion show raise money to buy much-needed equipment for the medical center, it also gives the hospital the opportunity to connect with its patients and supporters outside the hospital environment,” Julie said.

Among the 300 guests: Laguna Beach County Water District Executive Director Renae Hinchey, Laguna Beach Taxpayers Assn. President Martha Lydick, public relations consultant Joan Gladstone, Planning Commissioner Anne Johnson, Realtor Gayle Waite, Linda Nelson, Kinsman, Anderson and Blackburn — and that was just at one table.

Waste Management of Orange County community spokeswoman Michelle Clark sat with Heidi Miller, owner of Tight Assets, whose “wearwithhall” was featured in the show, and Laguna Beach Chamber of Commerce President Dave Sanford, who won one of the opportunity prizes — a purse.

State Assemblyman Chuck DeVore, 5th District Supervisor Pat Bates, Aliso Viejo City Councilwoman Carmen Cave and Dana Point Councilman and foundation board member Joel Bishop also attended. Bates was supposed to model, but county business intervened. Laguna Beach Mayor Toni Iseman also was expected to be on the runway, but she was ill.

Dana Point Mayor Diane Harkey, former county CEO (and Elizabeth’s husband) Ernie Schneider, Gracie Boyd and hospital doctors Kenneth James, Red Alisod and Arian Mowlavi were among the models.

Color Me Beautiful consultant Constance Evans was the guest speaker. Stefani Villela played the piano during the pre-luncheon reception.

Long-time foundation member Carol Bowman donated a week’s vacation in Cabo San Lucas and Laguna Niguel Mayor Gary Capata donated a week on the Strand in Oceanside.

Inas Azzam narrated the show, which included clothing from his store, Satisfy My Soul, and South County shops: On Board, Havoc, Bliss, Duet, Monarch Beach Silks and Something Moore.

For more information about the foundation, call (949) 499 7229.

OUR LAGUNA is a regular feature of the Laguna Beach Coastline Pilot. Contributions are welcomed. Write to Barbara Diamond, P.O. Box 248, Laguna Beach, 92652; hand-deliver to Suite 22 in the Lumberyard, 384 Forest Ave.; call (949) 494-4321 or fax (949) 494-8979.