Item No.
TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: OFFICE OF THE CITY MANAGER
BY: RUBY PICON, MANAGEMENT ANALYST
DATE: OCTOBER 24, 2023
SUBJECT: SPEND LOCAL CAMPAIGN
EXECUTIVE SUMMARY
The City Council will consider the Spend Local Campaign proposal, a new economic development initiative aimed at supporting a thriving local economy in Downey.
RECOMMENDATION
That the City Council:
Direct staff to initiate the Spend Local Campaign.
BACKGROUND
The City of Downey is committed to supporting a diverse economy which benefits the whole City by promoting access to economic opportunities for all of Downey's communities. It is essential that Downey helps its existing businesses to grow and create a business climate that attracts other new or successful businesses. In 2017, these efforts previously earned Downey the designation as “Most Business-Friendly City” in Los Angeles County by the Los Angeles County Economic Development Corporation (LAEDC), for cities with populations greater than 68,000.
Some examples of how the City of Downey supports its existing businesses are offering small business assistance workshops, hosting a regional job fair, and offering $404,719 in financial assistance during the COVID-19 pandemic.
As part of ongoing efforts to support the local business community, in April 2023, the City Council directed staff to explore the development of a “shop local’ campaign. Tonight, staff is presenting a program for the City Council’s consideration.
ANALYSIS
City staff is proposing a Spend Local Campaign. The goal of the proposed campaign is to promote a thriving and sustainable local economy while fostering a sense of pride and loyalty among the Downey community.
APPROVED BY
CITY MANAGER
SPEND LOCAL CAMPAIGN PROPOSAL
OCTOBER 24, 2023
PAGE 2
2 The Spend Local Campaign will have a unique logo that will illustrate the City’s program mission, increase local visibility, and create a connection with the business community.
Included in Attachment A are four options for City Council consideration.
The three primary strategies of the Spend Local campaign will include:
•
• Social Media Marketing: The City manages two social media accounts: the City of Downey and Discover Downey. Currently, the two accounts have the same content. Staff will be developing content on both accounts encouraging residents to shop local (Attachment B includes sample posts). However, staff proposes rebranding Discover Downey to be a business focused medium, featuring local businesses in the form of Reels, videos, and photos. Additionally, the account will reshare social media posts from news outlets highlighting Downey businesses, as well as prominent social media accounts featuring a local Downey business.
Recent examples include the Press Telegram’s article on the Locker Room and LA Foodie Guy showcasing L.A. Taqueria.
• Digital and Print Advertising: Promote the business-friendly initiative through the Downey Patriot, City website, Downey Orbit Quarterly Brochure and City facilities.
• Community Engagement: Partner with Downey Chamber of Commerce and provide new members with Spend Local decals and feature their ribbon cutting ceremony on the Discovery Downey social media page.
With City Council approval, staff proposes to initiate this program December 1.
CITY COUNCIL PRIORITIES
Economic Vibrancy
Public Engagement
FISCAL IMPACT
Approval of this recommended action will result in an estimated revenue decrease for campaign implementation in the amount of approximately $1,000 from the Administration Account No. 10-1210-0670.
ATTACHMENTS
Attachment A: Logo Samples
Attachment B: Social Media Post Examples
LOGO SAMPLES
Show your Downey pride and support our local community by spending locally! 💪🏼❤️
Our city is full of amazing businesses that contribute to the unique character and charm of Downey. By choosing to shop, dine and utilize local services, we can make a tangible impact on our local economy and strengthen the bonds within our community.
Together we can create a vibrant and resilient local economy that benefits us all!
#CityOfDowney #ShopLocal #InvestLocal #CommunityStrong
(Still Photo)
Let's come together and support our local community by spending locally! 💪🏼❤️
🏪 🌍 Our community is bursting with incredible businesses, big and small, that contribute to its growth and vitality. By consciously choosing to invest in local establishments, we can make a significant impact and foster a thriving local economy.
🌱 Here are a few reasons why spending locally is so important:
❖ NURTURE LOCAL BUSINESSES: Small businesses are the lifeblood of our community.
They embody the dreams and aspirations of passionate entrepreneurs who have poured their heart and soul into building something unique. By shopping at local stores and utilizing local services, we directly support these visionaries and help them thrive.
❖ PRESERVE OUR COMMUNITY IDENTITY: Our city has its own distinct character and vibe, shaped by the businesses that call it home. By supporting local establishments, we help maintain its uniqueness and charm.
❖ BUILD STRONGER CONNECTIONS: When we shop locally, we build personal connections with business owners and employees. They're our neighbors, friends, and community members. By supporting them, we build stronger relationships and a sense of camaraderie that enhances our community spirit.
❖ BOOST LOCAL ECONOMY: When money is spent locally, it circulates within the community. This ripple effect helps create job opportunities, generates tax revenue for public services, and contributes to overall economic growth. By spending locally, we are investing in a brighter future for our town.
❖ PROMOTE SUSTAINABILITY: Buying from local sources reduces the need for long- distance transportation and packaging. By minimizing our carbon footprint, we help protect our environment and preserve the natural beauty of our region for generations to come.
Let's make a collective commitment to invest in our community and support the businesses that make Downey special.
#CityOfDowney #ShopLocal #InvestLocal #CommunityStrong
(Video)
🏪 Our local businesses are the heartbeat of our community, creating jobs, fostering entrepreneurship, and adding character to our neighborhoods. By spending your money locally, we can contribute to the growth and prosperity of our community in numerous ways.
🛍️ Explore local shops, boutiques, and markets for unique products and gifts.
🍽️ Dine at locally-owned restaurants and savor the flavors of our community.
🛠️ Utilize local services like repair shops, salons, and fitness centers.
💬 Share your positive experiences on social media, leaving reviews and recommending your favorite local businesses to friends and family.
🌐 Spread the word! Encourage others to join the movement and support our local community.
🙌🏼 Let's take action and make a difference, one purchase at a time!
#CityOfDowney #SupportLocal #ShopLocal #CommunityStrong
(Carousel)
When you spend your hard-earned money locally, you're not just making a purchase – you're investing in the growth and prosperity of your own community. Every purchase you make has the power to shape a better future for Downey and beyond. 🏪💚 Let's make a positive impact together!
#CityOfDowney #SupportLocal #ShopLocal #CommunityStrong
(Still Photo)
Did you know that spending money locally helps preserve local character?
Local businesses contribute to the distinct character and charm of a community. They add vibrancy and uniqueness to neighborhoods, creating an appealing sense of place. By supporting local establishments, you help preserve the local identity.🏪
By choosing to shop local, you contribute to the overall well-being of our community!
(Still Photo)