MESA, Ariz. — Nearly every child has dreams of becoming famous one day, maybe an actor or model or YouTube star. But some Valley parents are saying one company is taking advantage of those dreams and selling families false hope and promises before packing up and skipping town.
One of those parents is Michelle Heflin. Her 12-year-old daughter Tatum saw a kiosk at the Superstition Springs Mall advertising a modeling competition. She signed up and weeks later, they got a call from the company, The Miami Fashion Board. Tatum had been invited to audition.
“They gave them a little script that they had to memorize," said Heflin while looking back at a video of Tatum's audition at the mall. "They actually told her that she was perfect for a Forever 21 photoshoot."
The Miami Fashion Board employees also told Brittany and Tyler Watchman that their 9-month-old daughter Lydia was perfect for a Pampers ad during her audition.
"They said if she smiles, she's in," said Brittany Watchman.
But these families quickly learned they had to pay to play.
"We needed to pay right there and then," said Watchman.
"On the first visit, we had to pay $119 to proceed. And then the second visit when we went for our photoshoot where we had to have three outfits that they would change into for their photoshoot, that was another $119. And then you had a final payment that was due. A third $119. And then on the day of the audition, which was after the photoshoot, they would have to pay another $30," said Heflin. "So altogether right now we're into $390."
But to parents like Heflin, the reward she said she was promised was worth it.
"A 12-month contract where the agency would take 20% of the profits and then everything else would be yours," said Heflin.
Shortly after forking over the money, The Miami Fashion Board packed up and moved out of the mall. Weeks went by and Heflin heard nothing. She realized something wasn't right.
"They have a website that looks real if you go to it," said Heflin.
So 12 News went to the website and quickly realized that the photos throughout the site looked very different from the photos taken at the mall. We decided to reverse image search them and found that most photos were actually stock images, easily found on the website Shutterstock.
The Miami Fashion Board lists more than 10 Valley malls on its website as places they have worked within the past.
A spokesperson from Arizona Mills said The Miami Fashion Board has not been at there since 2016 and they are no longer affiliated. Mall management is planning to reach out to The Miami Fashion Board to have the mall's name removed from the website.
A spokesperson from Metrocenter Mall said, “Metrocenter Mall has no current or previous affiliation with The Miami Fashion Board or any of their events. Any claims made by The Miami Fashion Board stating otherwise is false.”
12 News repeatedly tried to get comment from the Superstition Springs Mall but our calls were never returned.
The Miami Fashion Board's website also has a "Hall of Fame" section where the company lists some of its most successful models and actors. Many of those clients are also shown in a pamphlet handed out to potential customers at the mall.
12 News wanted to hear how The Miami Fashion Board helped the "Hall of Fame" clients with their careers.
12 News talked to Marvin Ross, a successful Hollywood stuntman, listed on The Miami Fashion Board's website.
"They have not helped me in my career whatsoever," said Ross in an Instagram message. "If I would have known they would still be using me to pitch to kids, I wouldn'tve done it.”
When 12 News tried contacting the owner of The Miami Fashion Board, Bill Waldbueser about these discrepancies, he said he was unavailable and would not agree to a phone interview.
Still, 12 News reached another "Hall of Fame" client, Skye Lenkersdorf. She and her family live in West Palm Beach, Florida, which is not too far from where The Miami Fashion Board is located, so the 12 News I-Team flew to Florida.
"I didn't know they were using me. That's not fair!" said Skye Lenkersdorf.
"I wish they would stop that," added Skye's mom Mary Lenkersdorf.
"I don't want my name or picture affiliated with them at all," said Skye.
Much like the Valley families 12 News spoke with, Skye applied for The Miami Fashion Board at her local mall in Florida five years ago and paid to compete in a modeling contest.
"What do they say you can win in the competition?" asked Bianca Buono.
"Jobs. Modeling jobs," said Skye and Mary.
Skye said The Miami Fashion Board never helped her get a job. Still, on the Miami Fashion Board’s website, Skye’s photo shows she also appeared in the movie, “Insurgent.”
However, Skye insists the mall modeling group did not help her land the role as an extra in the film.
"I applied directly and they directly contacted me back. So they (The Miami Fashion Board) had absolutely nothing to do with that job," said Skye.
"Have they had anything to do with any job that you've had?" asked Buono.
"No," said Skye.
"Do you remember how much money overall you spent?" asked Buono.
"Overall maybe $1,200," said Mary.
12 News tried to go back to the company in Florida. According to its website, the company is headquartered at the Dolphin Mall in Miami. But after searching the entire mall, there was no sign of The Miami Fashion Board. The I-Team even spoke with someone at the mall office who said they have no record of a company called The Miami Fashion Board.
12 News then went to another address, this one in Fort Lauderdale, listed on the company's Better Business Bureau profile. Nobody answered the door.
The I-Team then went to Waldbueser's Fort Lauderdale home. A man was pulling out of the driveway and called Waldbueser on speakerphone asking if he would speak with 12 News.
"There's a lady, uh, Bianca from NBC?" said the man in the driveway.
"Don't tell her anything," said Waldbueser.
Waldbueser agreed to contact 12 News via email. He said his company has a "one hundred percent satisfaction money-back guarantee."
"The Hall of Fame is just what we call some of the models who first walked across our stage in the mall before they were placed with an agency and/or began working in the industry," wrote Waldbueser.
"We never say we are an agency," added Waldbueser. "The emphasis is on giving the model an opportunity to be a 'model for a day' and enjoy showing off their talent and provide them fantastic pictures to take home or use in the industry."
Waldbueser wrote in the email that the company has successfully placed models with talent agencies, writing, "If the contestant is good enough to work professionally, we will place them with an agency in their own market or a larger market."
Waldbueser says his company promises a T-shirt, pictures and the opportunity to develop self-confidence.
"If something sounds too good to be true, it probably is," said Arizona Attorney General Mark Brnovich.
Brnovich said oftentimes, companies are careful in the way they conduct business to avoid criminal wrongdoing.
"If someone is asking you to pay money upfront to either be in a fashion show or you have to pay for these photographs in order to try and get an agent, that's a huge red flag," said Brnovich.
The Lenkersdorfs, Watchmans, and Heflins wish they saw those red flags. Now, they are hoping their stories of false hope can shine a spotlight for others seeking stardom.
"I was surprised they lasted this long," said Lenkersdorf.
"I think it's awful that they took advantage of so many people," said Watchman.
"They just need to be stopped," said Heflin.
The attorney general says if you believe you were scammed, file a complaint with his office. It could ultimately lead to an investigation.
The Federal Trade Commission also warns hopeful models to watch out for anyone who makes you use a specific photographer, companies that guarantee a refund, or companies that require you to pay a fee to them to serve as your agent before they'll do any work on your behalf.
The Watchmans say they were able to reach The Miami Fashion Board employees before the company moved out of Arizona and got their money back. Heflin is still waiting for hers.
