County Helps Downtown Businesses Offset Losses Through Marketing

Bill Lambert, the county’s assistant director of economic development, is helping Castro Valley merchants create a marketing campaign to offset losses from boulevard construction.

Castro Valley’s ad hoc marketing committee made progress during a Thursday meeting on a campaign plan to promote the town’s commercial district. The group of 14 residents, business owners and county officials endorsed a name for the proposed campaign’s website and chose a graphic designer for brochures and signs.

Bill Lambert, the county’s assistant director of economic development, said he hopes to have a budget proposal for the July 26 Alameda County board of supervisors meeting. Any plan would have to be approved by the board before it can go into effect.

The campaign, which Lambert said will be funded by about $75,000 from the county, is intended to counter the on Castro Valley Boulevard, which local shop owners say has caused a 30 percent drop in business.

The group spent about 30 minutes discussing possible website names for the campaign, leaning toward a URL that resembles the campaign slogan “buy it on the boulevard.”

Other proposed Web addresses included the words “downtown” or “boulevard.” There was concern that residents identify Castro Valley’s main commercial area as the boulevard, so that eliminated “downtown” from consideration. Others were worried that “boulevard” would exclude the businesses on Redwood Road, so that word was avoided as well.

Lambert said another meeting will be held in a few weeks, prior to sending a finalized proposal to the supervisors. No date has been set.

David Ross June 26, 2011 at 12:16 AM
I guess this is so urgent that it's okay to meet for only 30 minutes and then not have another meeting fora few weeks. I do agree that "downtown" shouldn't be used. A "downtown" section of a city implies a city hall. Because we aren't a city then we cannot have a downtown. Has the redevelopment agency admitted yet that they made a mistake in the way they are handling the construction?
Thomas Clarke June 26, 2011 at 12:52 AM
I guess it is good that Nate Miley and the county of Alameda figured out that something was wrong. By the time the program gets going the work and the damage will be done. Shame that Patch has done so little to promote these businesses. I say that based on the fact that they have not continued to support the businesses impacted and have not talked about the impact, except on a few. I guess it is too much to ask to l0ok for real leadership from either the county or the wannabee CV network. Nice articles though on Pleasanton


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