‘Other Valley’ Intends to Raise Its Profile

Business and civic leaders in the San Gabriel Valley are scheduled Thursday to begin an ambitious marketing plan aimed at making the 440-square-mile stretch of eastern Los Angeles County as well-known as that other valley north of downtown.

“It’s not that we have a bad image; we just don’t have an image,” said Elaine Cullen of the San Gabriel Valley Economic Partnership, which is coordinating the effort.

Organizers hope the campaign will encourage businesses to locate within the region and thus spur job creation and economic growth.

Already Cullen’s group has hired a public relations consultant, and spending for the first round of the effort--a local print advertising campaign--is expected to hit $260,000.

Ultimately, organizers hope to take the San Gabriel Valley’s message nationwide through cross-marketing arrangements with high-profile corporate sponsors.

In the meantime, the economic partnership has received commitments for $250,000 in contributions from local businesses and municipalities.