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D E V E L O P M E N T AG E N C Y
OF THE CITY OF SAN BERNARDINO
REQUEST FOR COMMISSION/COUNCIL ACTION
From: TIMOTHY C. STEINHAUS Subject: PROMOTION OF A POSITIVE
Agency Administrator IMAGE FOR THE CITY OF
SAN BERNARDINO
Date: January 27, 1993
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Synopsis of Previous Commission/Council/Committee Action(s):
None.
I
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Recommended Motion(s):
(Community Development Commission)
MOTION: That the Community Development Commission receive and
file the attached staff report regarding the promotion of
a positive image of the City of San Bernardino.
C�
T THY C. STEINHAUS
Agency Administrator
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Contact Person(s) : Timothy C. Steinhaus Phone: 5081
Project Area(s) : All Ward(s) : All
Supporting Data Attached: Staff Report
FUNDING REQUIREMENTS: Amount: $ N/A Source: N/A
Budget Authority: N/A
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Commission/Council Notes:
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TCS:SMM:mkc:2829J COMMISSION MEETING AGENDA
Meeting Date: 2/1/1993
Agenda Item Number:
E C O N O M I C D E V E L O P M E N T A G E N C Y
OF THE CITY OF SAN BERNARDINO
STAFF REPORT
PROMOTING A POSITIVE IMAGE
OF THE CITY OF SAN BERNARDINO
The ongoing negative press and sensationalistic reporting in San
Bernardino severely impacts the attraction and retention of business
interests in this city. Unfortunately, the overall history of local
newspapers, coupled with recent coverage of City events and less than
accurate portrayals of this city's overall condition, points to
continued negative publicity for San Bernardino. Such constant
negative publicity can and does hurt this city's economic and social
interests.
Prospective developers, new business interests, and potential residents
often use the local newspaper as the barometer of a city's economic and
social viability. With the latest series of articles about San
Bernardino, it becomes more and more imperative for the City to take
some proactive steps to ensure that a more balanced picture of San
Bernardino is presented in local newspapers. In newspaper circulation,
it seems that bad news sells more subscriptions. One can hardly fault
local press for trying to sell more newspapers. We cannot, however,
rely on the newspaper to promote the many positive aspects of this city
while it is concentrating on reporting all the negatives.
The public wants to see positive changes in our city and, without
adequate positive coverage by local media, the City must take the
initiative to present the steps that have been and will be taken to
improve services and facilities for its citizens. Perhaps the most
important task of Redevelopment is the upgrading of our neighborhoods
and business centers. The City has expended a great deal of funds in
these programs that better the lives of San Bernardino's citizens as
well as attract new business to the area. These efforts get little or
no recognition in the current media reporting.
Staff is currently soliciting the services of a highly qualified public
relations and marketing firm to assist the City of San Bernardino in
its efforts to market its many unique assets through an aggressive
newspaper advertising campaign. Currently there is money available in
the Agency budget for the placement of a series of one half to full
page ads over the next few months. This program is scheduled to begin
immediately. If you have any questions or input, please contact me.
In addition, on February 4, 1993, Mayor Holcomb will be meeting with a
wide cross section of community leaders to obtain their input on how
best to promote the City's image in light of the local newspapers'
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TCS:SMM:mkc:2829J COMMISSION MEETING AGENDA
Meeting Date: 2/1/1993
Agenda Item Number: (l
ECONOMIC DEVELOPMENT AGENCY STAFF REPORT
Promoting a Positive Image of the City of San Bernardino
January 27, 1993
Page Number -2-
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ongoing efforts to increase circulation. The major topic for
discussion will be the use of half to full page ads in local newspapers
I which outline the many improvements and developments that have been
established in this city, as well as ongoing efforts to raise the
quality of life for San Bernardino's citizens.
Staff recommends adoption of the form motion.
TIMOTHY C. STEINHAUS, Agency Administrator
Economic Development Agency
4
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TCS:SMM:mkc:2829J COMMISSION MEETING AGENDA
Meeting Date: 2/1/1993
Agenda Item Number: