HomeMy WebLinkAbout03. CDC Dine in Downey Promotion
AGENDA MEMO
DATE:
May 25, 2010
TO:
Chairman and Members of the Community Development Commission
FROM:
Office of the Executive Director
By: Brian Saeki, Director of Community Development
SUBJECT: APPROVE THE DINE IN DOWNEY LOCAL RESTAURANT
PROMOTION FOR 2010
RECOMMENDATION
That the Community Development Commission approve the Dine in Downey local
restaurant promotion program.
BACKGROUND
In 2009, the City of Downey (“City”) implemented a Dine in Downey promotion that
promoted local restaurants. Local restaurants are important for the City because they
generated more than $1,500,000 in sales tax revenues in 2009. This figure is just more
than 14% of the total sales tax revenues collected during 2009. City staff members
believe that Downey has some great local restaurants that, with some additional
promotion, could increase their sales.The Dine in Downey promotion benefits local
restaurants by attracting additional business and also benefits the City when sales
increase at Downey eateries.
The 2009 Dine in Downey promotion was generally well received and successful. City
staff carried out an online survey of the 40-plus restaurants that participated in the 2009
promotion, and the responding restaurants indicated that the promotion brought in new
customers and was helpful to business. These restaurants also made many
suggestions for future promotions including offering bigger discounts and extending the
time period for the Dine in Downey promotion.
DISCUSSION
As requested by the Downey City Council, the Dine in Downey promotion will be
implemented in 2010 and it aims to build on the success of the 2009 program. First,
staff is working with the 40+ restaurants that participated last year to implement a better
promotion in 2010. Generally, the 2010 Dine in Downey promotion will be an
approximately two-month program from late June to late August. The program will offer
free promotion to participating local restaurants and discounts to prospective customers.
Similar to 2009, City staff will coordinate promotion of Dine in Downey in local
newspapers. Staff will also create posters, postcards, and discount coupons.
CITY OF DOWNEY, CALIFORNIA
To improve the program in 2010, staff members intend to have promotional materials
distributed at public gatherings, including the concerts in the park series at Furman Park
and the Downey Farmers Market. Further, staff is working with Raw Inspiration, the
nonprofit manager of the Downey Famers Market, to feature four or five local Downey
restaurants at the Downey Farmers Market every Saturday during the Dine in Downey
promotion.
Staff estimates that design, printing, promotion, distribution, and logistics necessary to
implement the 2010 Dine in Downey program will cost $12,000. This amount is an
approximate 20% increase from 2009 because staff intends to extend the program for a
longer period and be more aggressive with promotion.
FISCAL IMPACT
Approval of the 2010 Dine in Downey promotion will decrease the Downey Community
Development Commission budget (business retention line item) by $12,000.
Page 2 of 2