Jodi Peckman//art director interview
Celeb Interview
come and check todays hot spots!
grand central market story!
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Angeles is a magazine that will guide you to some of the most chill hot spots aorund LA county. If you are a tourist or even a local there is a chance for you to find some interesting locations that might just give you a good time. This magazine is aimed for ages 18+
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photography by: Google Images Eddie Garcia
Fall 2010
table of contents
house ad/masthead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Start Drink . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Start Food Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Start Architecture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Start Celeb Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Art Director Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-13 Product Swag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14-15 Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Frontice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Grand Central Market Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18-25
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Verovit iliquam am veliqui atiusanis aut inus es ant, officil inumqui omnis modis ium ipist utes aliquiducil molupta sperio. Derio iduntib ercium qui simi, alignia ernatia peritia seque est labo. Or si simaximinus eumquaspis ea ipsum rectem dolo iduntem utatquam volorro ventur sum quo intio explandi acepeditio. Ro mi, vent erio beat lam, si optus excesed molute cus sit exceaquae offictotae velendicati dolupta spernat iatendenis eum quodi dolorem. Isinull uptatque nus quatem dolestem aceprem fuga. Ro dolupta temquia musdam faceseq uibeatiorem repudant. Ad magnim velitate duci di adit que nitiam eseque et reiuntur aborepr atioreped ut volupti untinul parchil leniendus a simus aped quia provid unt poreprem quia id quae earibus am quia nullacea se volutassim delia pa nobitat iumqui tet Fall 2010
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architecture
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art director/photography director
Jodi Peckman
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As it turned out my fear was unfounded because she’s a real sweetheart who’s willing to chat at length about working as a photo editor as well as happy to debate the merits of working with any of photographers in this industry. I thought I’d ask her a few questions: 1. People ask me all the time how I became a photo editor and I’d be willing to bet everyone’s story is different. What’s yours? Wellllllll… I had a friend who was the assistant to the Art Director here and I used to visit her at work and hang around the office a lot. I was still in school at the time. The Art and Photo Directors got to know me and so I would help out returning film or any small stuff they wanted. At the same time I was also printing photos for the guitarist of the band The Police (he’s a photographer). The Photo Director (Laurie Kratochvil) asked me if I wanted a real job, so she sent me to a photo agency where they hired me to file photos. I ended up working there for quite sometime and eventually left to hang out with my brother who lived in Italy. When I returned Laurie asked me if I wanted to work at Rolling Stone on the Random Notes section. I said yes, and I’m still here. 2. You’ve been a Rolling Stone a long time and I know there’s huge advantages to working within a specific genre having spent my entire career working with outdoor sports and athletics but how do you stay excited and challenged by the subject matter? The best part about working here is that really it’s not just a music magazine. The range of what we cover is pretty big. We’ve got movies, TV, internet, politics, sports, crime, foreign and national affairs, environment and more. So, I don’t really see it as one genre. That being said, I’ve had to reinvent the job many times over. Coming to the same office, same desk, same everything for this long can get pretty weird and repetitive. The people around here change so that’s good and new photographers crop up all the time. I’m a creature of habit, Fall 2010
so staying put suits my lifestyle (I eat a hamburger almost everyday). 3. One of the biggest challenges for me as a Photography Director was hearing, “you can’t hire that photographer” or “we’re not going to run that photo” and not taking it personally. How do you deal with it? When you’ve been someplace this long you don’t really hear that too often. I guess they figure I know the magazine pretty well by now and fortunately my opinion holds some weight. 4. Do you still look at promo cards? What about promo emails? Don’t really look at them. Well, I look at them of course, when they come in, but they rarely relate to anything we do here. Seriously, I get photographers who shoot babies and food send stuff all the time. I try so hard to open all the emails, and there are hundreds, but it’s not always realistic. There’s just not enough time. I feel terrible about that and I always promise myself I’ll try harder. 5. I found I didn’t have enough work for even my core group of photographers let alone adding new ones to the list. Do you still add new photographers to your list of people to hire? We do. Not too many cover shooters tho. 6. Any predictions on how the photography industry will look 5 years from now? How about the magazine industry? Ahhhh, magazines and newspapers will be around forever. I’m not too good about predicting the future, I’m livin’ in the moment all
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come and surf some of the most ridiculous waves here in
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//LA’s Oldest Market Place Since 1917, Grand Central Market has been offering up a great mÊlange of food, history and architecture//
By:Mimi Lion Photos:Eddie Garcia
l os ange l es 18
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and//Central//Market Fall 2010
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I love going to markets//
No matter which city I am visiting, I always want to see at least one of the local markets. I can’t place exactly why I have this fascination with markets, because it existed even before I became very avid about cooking and ingredients. Maybe my love of food is what drew me, or 20
maybe it is because a busy market is typically a loud and lovely mass of humanity – people from all walks of life brushing against each other and examining produce, speaking different languages, unified in the purpose to do what we all must – EAT.
Fall 2010
//Fresh Fruits//
Bustling markets are varied these days, some with produce and wares from across the globe, some with plump fruits and veggies proudly carted and displayed by their local, hardworking farmers. The Grand Central Market in Los Angeles is a fascinating mixture of the two and has been serving Angelenos since 1917. Many of the neon signs scattered throughout the vast expanse of the market are historic, and the building itself once housed the office of Frank Lloyd Wright. The inside of the building has adapted to various demands in its eighty-year history, but the beautiful exterior facade of the building remains the same. Food – history – architecture – I love this place.
Fall 2010
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Delicious Restaurant Stalls // China Cafe Shop... The Finnest Cup of Coffe in the market.
China Cafe Shop... The Finnest Cup of Coffe in the market.
Grand Central is a traditional farmer’s market in the sense that stalls are rented and contain produce offerings from local area Farmers, but you will also find stalls offering meat, seafood, dried chiles, beans, spices, herbs, candies and ice cream. Scattered amidst these stalls are miniature restaurants churning out authentic cuisine from various parts of the globe. I am in danger of sensory overload as I wander through the maze of sights, sounds and delicious fragrances approaching from all directions, but my feet will always take me to Sarita’s Pupuseria.
HOLY PUPUSA – this place is unbelievable. Forget
about all of the other fine Salvadoran delicacies that are on display for your selection and devourment – let’s just focus on the gorgeous little pupusa – pupusas so amazing that there is a constant, jostling crowd, pushing and shoving and waving money around, yelling at the poor soul taking orders and trying to keep up. The line at Sarita’s is very interesting and diverse; many locals of all shapes, sizes, colors, as well out of town visitors like me. My broken Spanish not only gives me a bit of street cred as I stand my ground in line but also allows me to understand that there are visitors on vacation from El Salvador and other Latin American countries in line with me. Their hosts explain how they will experience a true taste of home, right here in the center of Los Angeles. Muchas Gracias, Saritas. 22
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Anyway, after ordering you round the corner to the other crowd of people watching and waiting as pupusas are expertly prepared by the pretty ladies at the grill. I’m nose to the glass as I think how do they DO that? Little balls of corn masa dough are scooped up, folded into a mysterious little pocket, and stuffed with cheese (several to choose from – I go with queso loroco – Salvadoran specialty prepared with indigenous ”flowers”), beans (creamy, earthy), chicharron (pork), or a mixture of all three (pupusas mixtas). The dough mixture is then magically patted into a little ball and flattened into a thick “pancake” a little smaller than a tortilla. The pupusa goes on to the grill, and you continue to wait – fascinated – impatient – stomach growling. The very talented women at the grill prepare these pupusas so quickly, so expertly, and then somehow remember the type of each pupusa on the grill.
//grand central signature pupusas// Finally, FINALLY, your number is called (in Spanish – be prepared and study before you go), everyone around you sighs in disappointment, and you leap joyfully to the counter to take your ridiculously fresh pupusas. Each little pancake is topped with a pickled cabbage mixture that provides a fresh and crisp acidity to the dense pupusa, and the entire thing is best topped with the mild, bright orange salsa that is offered as traditional accompaniment. Forget that it is very unlikely that you will grab a coveted seat at the counter of Sarita’s – no matter. Simply find a seat in the surrounding area of the market, which will allow you to watch the interesting crowd Fall 2010
around you and the mayhem at the Pupuseria. Besides, it’s hard to think about much else when you are eating something this tasty, this sabrosito. The pupusa is pleasantly dense and chewy, the center filled with a happy marriage of melty cheese, beans and pork. Pupusa, cabbage and salsa together in one bite makes me very, very happy.
“ delicious popusas made by talented salvadorian lady “
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Delicious Mexican Candy//
mangos, ice cream and candies! After my over-indulgence of Salvadoran goodness, I like to walk through the sawdust covered �streets� of the market to purchase chili covered mangos and my favorite Mexican candies, made of sweet and spicy tamarind paste. Maybe I will
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get an ice cream or purchase some dried New Mexico chiles for that recipe that I have been saving, but either way, I will be savoring the experience of this wonderful market and gleefully looking forward to my next chance to come back.
Fall 2010
Visit the Grand central
market in los angeles
Restaurant Vendors
Fall 2010
Vendor:
Space:
Number:
Ana Maria’st
C-9-10
(213) 620-0477
China Cafe
B-15, C-14
(213) 628-8481
Kabab & More
B-10
(213) 621-0443
Corleone Pizza
C-1 1/2
(213)6265026
Sarita’s Pupuseria
E-5-6
(213) 626-6320
Hawaiian BBQ
E-10
(213) 613-1368
Las Morelianas
B-1-2, C-2
(213) 725-0848
Casa de Dulce
D-4
(213) 687-7367
Jose Chiquito
A-6
(213) 680-3363
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LA’s nightlife scene is legendary, and with good reason – from swanky cocktail lounges to frenetic dance clubs, from themed bars to laugh-out-loud comedy clubs, this city has it all. The vibe varies widely by neighborhood, so plan your night in advance. Hollywood traditionally supplies the hottest action, whether it’s at über-trendy clubs like LAX and Mood or at the elegant, celebrity-riddled Chateau Marmont
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live music
come and visit the nokia theatre and get front row seats to hear some of the most talented artists
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la live
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