Long Beach, CA
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File #: 12-0017    Version: 1 Name: CD-5 marketing demographis presentation
Type: Agenda Item Status: Approved
File created: 12/30/2011 In control: City Council
On agenda: 2/7/2012 Final action: 2/7/2012
Title: Recommendation to request City Council to receive and file the presentation regarding the findings on the City of Long Beach retail marketing demographics and corporate sponsorship viability.
Sponsors: COUNCILWOMAN GERRIE SCHIPSKE, FIFTH DISTRICT
Attachments: 1. 011012-R-10sr.pdf, 2. 02-07-12-R-11sr.pdf, 3. 02-07-12-R-11-PowerPoint.pdf
TITLE
Recommendation to request City Council to receive and file the presentation regarding the findings on the City of Long Beach retail marketing demographics and corporate sponsorship viability.

DISCUSSION
Long Beach is one of the most diverse cities in California due to its various cultural, educational and socioeconomic communities, which makes it a viable city for new retail, lite manufacturing and service-oriented businesses. Previously, the City Council directed the City Manager to explore how the city could attract corporate sponsorships which would increase revenue for the city and enhance its "business friendly" atmosphere. Additionally, as developers attempt to lure retail into Douglas Park in the 5th Council District, it becomes increasingly important to know what the City of Long Beach's demographics offer for retail businesses to locate here.

Consequently, Councilwoman Gerrie Schipske reached out to marketing specialists:
Richard Birt of Richard Birt Consulting, John Sullivan of The Producing Group, and Rick Robinson of MacDonald Media to perform an analysis on the socioeconomic demographics in Long Beach and its retail viability. Their findings revealed affluent communities and diverse-spending markets throughout the city and the potential to drive even more business to the Douglas Park retail complex with social media and other innovative marketing techniques. This information was given to Boeing Realty in order to assist in the retail business attraction efforts for the Douglas Park project and will be shared with the entire City Council because of the positive news it brings.

In addition, to the analysis, Birt, Sullivan and Robinson have been providing information to the City Manager and his staff on what potential corporate sponsors are expecting when partnering with a municipal entity. These three have worked on corporate sponsorship campaigns with Toyota, Starbucks, Monterey Bay Aquarium, Cirque du Soleil and Sony. This information will...

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