In the News: Newspaper

Los Angeles Times, Our Times, Friday, June 19, 1998

WESTLAKE VILLAGE -- When the earth shakes, Michael Essrig's business starts to rock and roll.
.....Essrig, owner of Safe-T-Proof Disaster Preparedness Co. in Westlake Village, was deluged with calls Wednesday after 3.1 and 3.8 temblors hit near Chatsworth. Although there were no reports of damage or injuries, frantic residents were on the phone with Essrig wondering what they could do to secure their homes against the power of Mother Nature.
....."That morning I was out in North Ranch with a couple who live in a large home," Essrig said. "they decided they'd wait until after they got back from their vacation in July to install earthquake-proofing devices, but 10 minutes after those earthquakes hit, the woman was on the phone asking, 'Is that Friday opening still available?'"
.....Apart from selling earthquake preparedness kits and flexible-steel fasteners for furniture and household appliances, Essrig also operates the Quake Cottage: a shed-sized portable building that can simulate earthquakes up to 8.0 on the Richter scale.
....."It scares people. It's like the real thing," Essrig said.
.....And the proof is on video.
.....A Safe-T-Proof promotional tape shows TNN talk show hosts Crook and Chase holding on for dear life during a demonstration of the Quake Cottage. And after the simulator gave TV personality Chuck Woolery a taste of Magnitude 8 quake, he says, "My heart is pounding right now."
.....TV networks and nearly all their Southern California affiliates have also featured the Quake Cottage in news segments.
.....The cottage starts out with a nerve-shattering 5.0 temblor, and then steadily increase to an 8.0 quake, which officials predict could hit anywhere along California's San Andreas Fault during the next 100 years.
.....When Essrig started selling quake safety kits out of his Agoura garage in 1992, people took little notice. Then came the 1994 Northridge quake, which caused widespread death and destruction throughout Southern California.
....."People were lined up around my house for blocks wanting supplies," he said. "And it was like that for months. Finally, my wife said, 'Go out and get a store.' So that's how it all started."
.....Since then, Essrig moved to a permanent location on Via Colinas in Westlake Village, and his employee-owned business is booming, he says.
.....But he notices that most people remain apathetic about preparing for major earthquakes--until a string of minor temblors hits, like those on Wednesday.
....."I don't know what it is," Essrig said. "I think it's a negative thing, and people just put off negative things as long as they can. But more and more people are slowly starting to do it."
.....His Quake Cottage is under contract with Caltech and USC for employee seminars, and Essrig also gives demonstrations at schools and businesses.