ORANGE : City Adopts Plan to Attract Business

In an effort to jump-start the city’s stalled economy, the City Council has approved spending $209,000 toward the implementation of a three-year economic development plan.

The chief aims of the plan, based on a recent study by Williams-Kuebelbeck & Associates of Irvine, are to keep businesses and attract new ones to the city.

The plan recommends that the city initiate an aggressive marketing campaign, including launching a “Shop Orange” campaign and hiring a full-time economic development specialist. The plan also recommends advertising in regional and national publications to attract new businesses.

A newly created group called the Economic Development Partnership will be responsible for coordinating efforts to implement the plan. The group will be administered by the Chamber of Commerce and the city staff and will be led by an executive committee of business leaders and two council members. In a proposed budget, the group has earmarked $103,000 for advertising and promotions.

The stubborn recession has sent revenue tumbling in Orange. Revenue from property and sales taxes has dropped by more than $6 million from peak periods in the last four years, city officials said.

“I think our city needs a breath of life, and this may be it,” said Councilman Fred L. Barrera. “I’m expecting big things.”