City Touted in a New Brochure

The first taxpayer-funded brochure intended to boost the city’s image is being distributed, setting a precedent that troubles Councilman Barry Hammond.

“I supported this as a one-time payment to fulfill a previous council’s obligation,” Hammond said. “But I almost didn’t vote for this. It is not the government’s responsibility to promote business.”

His view, though, is not shared by other city officials.

“That money is well spent,” City Manager Paul Brady said. “We will get much more than that back in sales tax revenues.”

Without additional revenue, the growing city could be forced to raise taxes, Councilman Greg Smith said.

“In a lot of instances, I would agree, you don’t want to spend public funds on private enterprises, but there are exceptions to every rule,” Smith said. “This is an exception.”

The council raised its bed tax, a levy on hotel guest bills, from 6% to 8% in the early 1980s to close a budget gap. Council members pledged at the time to use future revenue from the tax to promote the city.

The city subsequently spent $52,000 to create a convention and visitors bureau in 1985, but the agency folded a year later because of a lack of funding.

Irvine is spending $360,000 on the Destination Irvine marketing program, which includes a five-panel, glossy color brochure touting the city.

About 50,000 brochures are being distributed at hotels, transportation centers and business conventions.

“The No. 1 priority is to retain the businesses we have,” said Jacquie Ellis, executive vice president of the Irvine Chamber of Commerce.

Destination Irvine is part of the $850,000 Economic Development Program intended to keep businesses in the city while recruiting new ones.