City launches 'Shop Menlo' campaign City launches 'Shop Menlo' campaign (December 03, 2003)

** Program attempts to generate more sales-tax revenue

By Rebecca Wallace

Almanac Staff Writer

If you buy a copy of "The Great Gatsby" in a bookstore, you could be supporting your local library at the same time.

That's the link Menlo Park officials are trying to raise awareness about as the holiday cash registers beep: Spending money in your city means more sales-tax dollars for city services.

With sales-tax revenues continuing to decline and local merchants being hit by the Internet and competition from businesses in other cities, the city of Menlo Park has kicked off a marketing campaign to encourage residents to spend money in their own city.

A large "Shop In Menlo Park" banner has gone up on Ravenswood Avenue in front of the Menlo Park Library, and officials are trying to find a suitable location for a Spanish-language banner as well, city business development manager David Johnson said.

The city and San Mateo County receive 1 percent -- 1 cent on the dollar -- of taxable sales in Menlo Park. Of that amount, Menlo Park gets 90 percent and the county gets 10 percent. Officials see sales tax revenue as crucial because it brings in 26 percent of the city's revenue.

Other components of the campaign are expected to include posters around town, "Shop Menlo" buttons, ads in local publications, a utility bill insert, and perhaps bookmarks in the library and stickers on city vehicles.

"We want to build longterm shopping habits focusing purchasing behavior locally in order to achieve a sustainable revenue source for the city," Mr. Johnson said in a press release.

So far, the city has spent about $600 on the campaign, all of it in banner costs, Mr. Johnson told the Almanac. He said he expected the total effort to cost less than $2,000, not including staff costs. No consultants will be used; production and design work is being done in-house, he said.

The Menlo Park Chamber of Commerce is not taking part in the campaign, he said.

Mr. Johnson's position was created earlier this year to help attract and retain businesses and increase sales-tax revenue in the city.

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