Item # F-2 Extending Advertising Campaign/ American RV Expo and Giant RV during 2002

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REDEVELOPMENT AGENCY FOR THE CITY OF COLTON FOR THE REDEVELOPMENT AGENCY MEETING OF DECEMBER 18, 2001 TO: Honorable Chairman and Boardmembers APPROVAL: Daryl Parrish, Executive Director FROM: Greg Lantz, Program Manager6l--- DUPLICATE ORIGINAL SUBJECT: Consideration of Extending the Cooperating Advertising Campaign by and between the City of Colton and American RV Expo and Giant RV during 2002. DATE: Background November 26, 2001 On February 13, 2001 the Agency Board approved entering into a Cooperative Advertising campaign with American RV Expo and Giant RV to assist the dealers in expanding their market reach into the Los Angeles and Orange County areas. The joint advertising campaign called "City of Colton's Miracle Mile of RV's." was approved and would cover approximately a nine-month span at a budgeted amount of $225,000 with the Redevelopment Agency contributing one-third of the cost of the advertising program or $75,000. The cost of the advertising campaign was divided as follows: American RV Expo $97,500 43.33% Redevelopment Agency $75,000 33.33% Giant RV $52,500 23.33% The advertising campaign was comprised of various radio spots on both AM and FM radio stations that reach the greater Los Angeles and Orange County areas. The spots were targeted to run at key drive times and other various times of the day during the advertising campaign. The 2001 advertising campaign is complete and the following results were determined: 1. Sales taxes declined approximately 5% from previous year levels 2000 YTD 2001 YTD 2001 vs 2000 Giant RV YTD (Jan -Sept) $271,405 $286,635 5.61% RV Expo YTD (Jan - Sept.) $497,856 $444,389 -10.74% Total YTD $769,261 $731,024 -4.97% 1