Laserfiche WebLink
REDEVELOPMENT AGENCY <br />FOR THE <br />CITY OF COLTON <br />FOR THE CITY COUNCIL MEETING OF <br />TO: Honorable Mayor and City Councilmembers <br />18, 2001 <br />Item #17 <br />FROM: Greg Lantz, Program Manager <br />SUBJECT: Consideration and Approval of Extending the Cooperating <br />Advertising Campaign by and between the City of Colton and <br />American RV Expo Merchants' Association and Giant RV during <br />the Year 2002. <br />DATE: December 13, 2001 <br />Background <br />On February 13, 2001 the Agency Board approved entering into a Cooperative Advertising <br />Campaign with American RV Expo Merchants' Association and Giant RV to assist the dealers <br />expand their market reach into the Los Angeles and Orange County areas. The joint advertising <br />campaign called "City of Colton's Miracle Mile of RV's." was approved and would cover <br />approximately a nine-month span at a budgeted amount of $225,000 with the Redevelopment <br />Agency contributing one-third of the cost of the advertising program or $75,000. The cost of the <br />advertising campaign was divided as follows: <br />American RV Expo <br />Redevelopment Agency <br />Giant RV <br />$97,500 43.33% <br />$75,000 33.33% <br />$52,500 23.33% <br />The advertising campaign was comprised of various radio spots on both AM and FM radio <br />stations that reach the greater Los Angeles and Orange County areas. The spots were targeted <br />to run at key drive times and other various times of the day during the advertising campaign. <br />The 2001 advertising campaign is complete and the following results were determined: <br />Sales taxes declined approximately 5% from previous year levels <br />2000 YTD <br />2001 YTD <br />2001 vs 2000 <br />Giant RV YTD (Jan -Sept) $271,405 <br />$286,635 <br />5.61% <br />RV Expo YTD (Jan - Sept.) $497,856 <br />$444,389 <br />-10.74% <br />Total YTD $769,261 <br />$731,024 <br />-4.97% <br />