Purple and white flyer includes headshots of 30 workers with names and jobs listed. At the top, in a purple box, it reads "We are the UNION Organizing Committee -- Loews Santa Monica Beach Hotel." In the middle of the photos, another lighter purple box reads "We believe that all the employees at the Loews hotel need a Union. We are strong and united and we are not afraid. It is our right to organize a Union."

After a period of decline, HERE Local 814 in Santa Monica began rebuilding with the help of Local 11. Using the rank-and-file organizing strategy, Local 814 developed large organizing committees within hotels, and leaders publicly declared their affiliation with the union. The public association of respected fellow workers with the union was a message to employers that workers were committed to the cause. In the early 2000s, members of Local 814 voted to merge into Local 11.