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BACKGROUND The challenging economic climate of the past few years has been particularly difficult for retail and restaurant establishments as many consumers have had less income to spend. While the economic forecast would appear to have some positive indicators, companies are looking ahead at a slow recovery. To assist local businesses in realizing a productive and profitable upcoming holiday shopping season, as part of the City's commitment to maintaining a stable local economy, the City is underwriting a holiday shop local campaign that will benefit merchants and encourage residents, and visitors, to talk about the shopping attributes that are to be found throughout Pleasanton. This campaign addresses the desire to develop a shop local campaign that is included as an element of the Business Assistance Program and in the City's Economic Development Strategic Plan, one goal of which is to Strengthen Pleasanton's Retail and Entertainment Sector. DISCUSSION The theme of the city -wide campaign is Shop Around Pleasanton in recognition of the many shopping venues and opportunities in Pleasanton, and it asks consumers to share "Why do you love to shop around town ?" The campaign is both innovative and timely in that it uses a social networking platform to engage merchants and consumers in an ongoing dialogue about shopping around Pleasanton. This online approach will be augmented by traditional marketing outreach including posters, postcards, and media advertising. A highlight of the campaign is a $1,000 Pleasanton gift card that will incentivize consumers to share their favorite local shopping experience and thereby encourage others to participate. The campaign will run through the end of 2010. At a retail seminar held on September 14, local merchants were introduced to the concept and provided materials to promote the campaign, and have already begun to participate. City staff and members of the Economic Vitality Committee will work with local business and retail organizations —in particular the Pleasanton Downtown Association, Pleasanton Chamber of Commerce, Hacienda Business Park Owners Association and Stoneridge Shopping Center —to ensure that all retail and restaurant establishments are informed of the campaign. Attachment A is a preview of the poster announcing the campaign; an overview of all the campaign elements will be provided to the Council in a presentation. Submitted bv• Pamela Ott Economic Development Attachment: 1. Shop Around Pleasanton poster Fiscal Review: Emily Wagner Director of Finance Page 2 of 3 Nelson Fialho City Manager