Orange : Campaign to Boost Economy Urged
A study by an urban planning consultant has recommended that this recession-weary city undertake an aggressive marketing campaign to help keep and expand local businesses, and to attract new ones to boost revenue.
The study by William-Kuebelbeck & Associates Inc. of Irvine said the city should launch a “Shop Orange” campaign locally, and hire a full-time economic development specialist and advertise in regional and national publications to attract new businesses. The study cost the city $54,730 and took a year to complete.
The City Council postponed a vote on adopting the study’s recommendations earlier this month, and will reconsider the matter on Sept. 14.
The stubborn recession has sent revenue tumbling in Orange, which even after imposing layoffs and service cuts still faces a budget deficit of $2.1 million.
Compared to peak periods in the past four years, revenue from property and sales taxes has dropped by more than $6 million, according to Assistant City Manager Scott Morgan.
The council will also consider creating an Orange Economic Development Partnership. The new group would be administered by the Chamber of Commerce, city staff, and be led by an executive committee of business leaders and two council members.
The council will be asked to approve $209,000 to help implement an economic strategy based on the study’s recommendations. More than $103,000 of the appropriation would pay for advertising and promotion.
“It’s important for the business community and government to be working together to bring economic vitality back to Orange,” said Ellen Bonneville, acting administrator of the city’s Economic Development Division.
Other study recommendations include:
* Focus future retail development away from smaller strip businesses into larger community centers.
* Renovate the Mall of Orange (and The City Shopping Center) or possibly make the Mall of Orange a large discount outlet center.
* Encourage development of daytime employment centers near the malls to boost sales.
* Raise the 8% hotel room tax to match most neighboring cities that charge 11%.
