Loading...
The URL can be used to link to this page
Your browser does not support the video tag.
Home
My WebLink
About
Contracts & Agreements_15-1995_CCv0001.pdf
INLAND EMPIRE ECONOMIC PARTNERSHIP MARKETING PROGRAM AGREEMENT This MARKETING PROGRAM AGREEMENT ( "Agreement" ) is made and entered into this 7th day of March 1995, by and bet- ween the Inland Empire Economic Partnership, a non-profit mutual benefit corporation (hereinafter referred to as " IEEP" ) and City of Redlands, (hereinafter referred to as "SPONSOR" ) . RECITALS WHEREAS, SPONSOR desires to obtain certain marketing ser- vices from IEEP and IEEP desires to provide certain marketing services on behalf of SPONSOR; WHEREAS, the marketing services to be provided by IEEP pursuant to this Agreement shall be hereinafter referred to and known as the "Inland Empire Marketing Program" or " IEMP; " WHEREAS, certain agencies listed in Exhibit "A" (referred to herein as "Participating Agencies" ) have or will contract with IEEP for marketing services similar to those specified herein; WHEREAS, the IEMP is designed to emphasize the economic, demographic and life-style facts and images of those certain geo- graphic areas included within the portions of San Bernardino and Riverside counties bounded by Los Angeles County on the West, Orange and San Diego counties on the South, the Cities of Hemet, San Jacinto and Banning on the East, and the San Bernardino Mountains on the North, together with the cities of Claremont and Pomona (hereinafter collectively referred to as the " Inland Empire" ) in order to : (1) Increase information available in the finance and real estate industries about the Inland Empire economy; (2) Increase the potential pool of employers inte- rested in locating in the Inland Empire; (3) Increase the potential films, television scenes, commercials and videos to be produced in the Inland Empire; and (4 ) Increase the number of tourists, corporate meetings and conventions visiting the Inland Empire . WHEREAS, SPONSOR recognizes the benefits it may obtain through the attraction of new business, investment , film production and tourism to the Inland Empire; WHEREAS, SPONSOR recognizes the need to promote the Inland Empire as a positive business environment ; and WHEREAS, IEEP desires to provide, and SPONSOR desires to fund, the IEMP in accordance with the terms and conditions set forth in this Agreement . NOW THEREFORE, in consideration of the mutual covenants and promises contained herein and other good and valuable conside- ration, the receipt and sufficiency of which are hereby acknow- ledged, IEEP and SPONSOR agree as follows : SECTION I SERVICES OF IEEP; TERM 1 . 1 Inland Empire Marketing Program. During the term of this Agreement, IEEP shall furnish all technical and professional services, including labor, material, facilities, equipment, trans- portation, supervision and expertise, necessary to fully and ade- quately perform the following services which shall constitute the Inland Empire Marketing Program: A. IEMP to Finance and Real Estate Industries and Potential Employers . IEEP shall in good faith and based on its discretionary determination that the following persons or entities exhibit some potential for conducting business in the Inland Empire, use its best efforts to contact and provide information on the Inland Empire to : (1) finance and real estate industry executives, (2) Southern California and other regional businesses, and (3) executives of national and international corporations . B . IEMP for Tourism. IEEP shall provide monthly advertising and other promotional activity, including but not limited to advertising in the Los Angeles Times and the Orange County Register or other appropriate media, promoting tourism in the Inland Empire . IEEP may defray the cost of such adver- tising in full or in part by including therewith advertising from Inland Empire tourism and travel firms . SPONSOR acknow- ledges and agrees that IEEP may enter into a contract with the Inland Empire Tourism Council to execute in full or in part its obligations under this subparagraph. C . IEMP for Film Industry. IEEP shall use its best efforts to market the Inland Empire to the Southern California film industry in an effort to increase the number of films, television scenes, commercials and videos produced in the Inland Empire . D. Trade Shows . IEEP shall attend trade shows, conventions and other meetings directly related to the pur- poses of this Agreement . IEEP shall prepare, transport and staff, as required, a trade show exhibit promoting the advant- ages of the Inland Empire to selected markets, companies and industries . 3 E . Other Terms . IEEP shall generally prepare, acquire and/or disseminate information to promote the Inland Empire as a location for business, investment , film production and tourism, and shall carry out such other activities as may be reasonably necessary to achieve the purposes of this Agree- ment . The frequency of materials provided and the specific individuals and entities to be targeted by the IEMP pursuant to this Agreement shall be subject to IEEP' s sole and absolute discretion. Except as set forth above, the IEEP' s marketing efforts will include display advertising materials in publica- tions chosen at the discretion of the IEEP . F . Schedule of Services . IEEP shall devote such time to the performance of the services under this Agreement as may be reasonably necessary for the satisfactory and timely performance of IEEP' s obligations hereunder. 1 . 2 Term of Agreement . Subject to the terms and condi- tions set forth in this Agreement, the term of this Agreement shall commence on the date first set forth hereinabove and shall continue thereafter through and including June 30 , 1995 . From and after June 30, 1995, this Agreement shall terminate and the parties here- to shall have no further debt or obligation hereunder. 1 . 3 Representation. SPONSOR hereby grants to IEEP the right to provide the IEMP on the terms and conditions set forth in this Agreement . IEEP, from time to time and pursuant to its sole and absolute discretion, may appoint and retain the services of employees and independent contractors, all at IEEP' s cost and ex- pense with funds provided by SPONSOR hereunder, to assist IEEP in the performance of its obligations under this Agreement . SECTION II COMPENSATION 2 . 1 Payments by Sponsor. IEEP shall receive compen- sation, for all services rendered under this Agreement . The total compensation shall not exceed Seven thousand eight hundred twenty three dollars ($7, 823 . 00) without written approval of SPONSOR' s Representative ( "Total Compensation" ) . 2 . 2 Payment of Compensation. IEEP shall submit to SPON- SOR an invoice pursuant to this Agreement . SPONSOR shall, within thirty (30) days of receiving such invoice pay the Total Com- pensation indicated in Paragraph 2 . 1 . 2 . 3 Additional Funding . SPONSOR agrees that the IEEP is authorized to seek additional funding for the IEMP from other regional governmental bodies including, but not limited to, the San Bernardino Association of Governments, the Western Riverside Council of Governments, and the Inland Valley Development Agency. 4 SECTION III GENERAL CONDITIONS 3 . 1 Sponsor' s Representative . SPONSOR hereby designates Marlie Pettus as SPONSOR' s Representative to IEEP. SPONSOR' s Representative shall have the authority to act on behalf of SPONSOR for all purposes under this Agreement and shall coordinate all phases of the IEMP on behalf of SPONSOR, including, without limita- tion, the delivery of materials requested by the IEEP for distri- bution to respondents in accordance with the terms of this Agree- ment . SPONSOR shall work closely and cooperate fully with IEEP' s Representative and any other agencies which may have jurisdiction over or an interest in the IEMP. SPONSOR' s Representative shall be available to IEEP' s staff at all reasonable times . SPONSOR shall notify IEEP in writing of any substitution in SPONSOR' s Representative . 3 . 2 IEEP' s Representative . IEEP' s President/Chief Exe- cutive Officer, or his or her designee, shall serve as IEEP' s Rep- resentative and shall have the authority to act on behalf of IEEP for all purposes under this Agreement . 3 . 3 Oversight . To facilitate reasonable oversight of the IEMP by SPONSOR, IEEP agrees, during the term of this Agreement only, that SPONSOR shall be eligible to have representatives selected by the IEEP Board of Directors for membership on the IEEP Board of Directors and the IEEP Executive Committee. No less than twenty-five percent (25%) of the seats on the IEEP Board of Directors and the IEEP Executive Committee shall be appointed from among the Participating Agencies . Any greater percentage shall be at the sole and absolute discretion of IEEP. 3 .4 Independent Contractor. SPONSOR retains IEEP on an independent contractor basis and IEEP is not an employee, agent or representative of SPONSOR. Any personnel performing the services under this Agreement on behalf of IEEP shall at all times be under IEEP' s exclusive direction and control . IEEP shall have the right to appoint or otherwise designate suitable and desirable employees, agents, independent contractors and representatives to perform ser- vices under this Agreement ( " IEEP' s Representatives" ) . IEEP' s Rep- resentatives shall be subordinate to IEEP and subject to each and all of the terms , provisions, and conditions applying to IEEP here- under. IEEP shall pay all wages, salaries, and other amounts due IEEP Representatives in their performance of services under this Agreement and as required by law. IEEP shall be responsible for all reports and obligations respecting IEEP Representatives, in- cluding, but not limited to, social security taxes, income tax withholdings, unemployment insurance, and workers' compensation insurance . SPONSOR is interested only in the results obtained by IEEP and the IEMP, and the IEEP shall have sole control of the manner and means of performing its obligations under this Agree- ment . Except as expressly set forth herein, SPONSOR shall not have the right to require IEEP to periodically report to SPONSOR, con- 5 form to any fixed or minimum number of hours devoted to IEEP' s obligations hereunder, follow prescribed itineraries, keep records of business transacted, make adjustments, bind SPONSOR, conform to particular policies of SPONSOR, or do anything else which would jeopardize the relationship of independent contractor between SPON- SOR and IEEP. SPONSOR shall have no right or authority to commit IEEP in any matter, cause, or thing whatever, without the prior written consent of IEEP either hereunder or otherwise, or to use IEEP' s name in any way not specifically authorized by this Agree- ment . 3 . 5 Accounting of the IEMP. IEEP shall keep all funds received from SPONSOR pursuant to this Agreement and from other Participating Agencies pursuant to similar agreements for the IEMP in a segregated bank account . The IEMP shall be subject to separ- ate departmental accounting and will be included in the annual audits . IEEP shall keep and maintain financial records of all ex- penditures under this Agreement according to generally recognized accounting principles . IEEP shall also provide SPONSOR with a final report within thirty (30) days following termination of this Agreement generally outlining the activities and accomplishments of the IEMP during the term of this Agreement . 3 . 6 Termination. IEEP and SPONSOR shall have the right to terminate this Agreement and suspend their performance hereunder upon the occurrence of any of the following events : A. Breach of Agreement . Breach or default by SPONSOR or IEEP of any of the material terms, obligations, covenants, representations or warranties under this Agreement which is not waived in writing by the non-defaulting party. In such case, however, the non-defaulting party shall first notify the other of such alleged breach or default and provide the other party with a period of thirty (30) days to cure the alleged breach or default . If the breach or default is not capable of being cured within a thirty (30) day period, then the party must commence a reasonable good faith effort to cure such breach or default within the thirty (30) day period and shall thereafter diligently prosecute such cure to completion. B . Bankruptcy or Insolvency. IEEP or SPONSOR is declared insolvent or bankrupt, makes an assignment for the benefit of creditors, has a receiver appointed or any proceed- ing is demanded by, for or against IEEP or SPONSOR under any provision of the federal Bankruptcy Act or any amendment thereof . 3 . 7 Continuation of Services to other Participating Agencies . In the event this Agreement is terminated in whole or in part as provided in paragraph 3 . 6 , IEEP may continue, upon such terms and in such manner as it has or may determine appropriate, to provide services similar to those terminated to other Participating Agencies . 6 3 . 8 Indemnification. Each party shall defend, indemnify and hold the other party, its officials, officers, employees and agents free and harmless from any and all liability from loss, dam- age, or injury to property or persons, including wrongful death, in any manner arising out of or incident to its negligent acts, omis- sions or willful misconduct arising out of or in connection with its performance of this Agreement , including without limitation the payment of attorneys' fees . Further, each party shall defend at its own expense, including attorneys' fees, the other party, its officials, officers , employees, and agents in any legal action based upon such negligent acts, omissions or willful misconduct . 3 . 9 Notices and Requests . Any notice, demand, or re- quest required or permitted to be given hereunder shall be in writ- ing and shall be deemed to have been duly delivered and effective on the third business day after having been deposited in the United States mail, postage prepaid, registered or certified, and address- ed to the addressee as set forth below. If delivered by facsimile machine to such addressee, such notice shall be deemed to have been duly delivered and effective on the date transmitted. If delivered via overnight courier to such addressee, such notice shall be deem- ed to have been duly delivered and effective on the next business day. Any party may change its address for purposes of this Agree- ment by written notice given in accordance herewith. IEEP: INLAND EMPIRE ECONOMIC PARTNERSHIP 3281 East Guasti Road, Ste . 100 Ontario, California 91761 Attention: Brian Collins Fax: 909/390-8077 SPONSOR: City of Redlands P. O. Box 3005 Redlands, California 92373 Attention: Martie Pettus Fax: (909) 798-7503 3 . 10 Assignment Without Consent Prohibited. The rights or obligations of any of the parties hereto may not be assigned or delegated, respectively, without the prior written consent of the other party hereunder, which consent may be withheld in such par- ty' s sole and absolute discretion. Any assignment by either party hereunder shall not release such party from any of its obligations hereunder. Except as specifically provided above , neither party to this Agreement may, voluntarily or by operation of law, assign or otherwise transfer any of its rights or obligations under this Agreement . 3 . 11 Exhibit (s) . The exhibit (s) attached hereto are hereby incorporated by reference in this Agreement . Nothing con- tained in any such exhibit (s) shall supersede or annul the terms and provisions of this Agreement , unless the matter set forth in the exhibit (s) shall explicitly so provide to the contrary. In the event of any ambiguity in meaning or understanding between the pro- 7 visions of this Agreement and the appended exhibit (s) , the provi- sions of this Agreement shall control . 3 . 12 Entire Agreement . This Agreement , including the ex- hibit (s) attached hereto, shall constitute the entire agreement between SPONSOR and IEEP concerning the subject matter hereof and shall supersede all prior and contemporaneous agreements between the parties. 3 . 13 No Joint Venture or Partnership . SPONSOR and IEEP shall not, by virtue of this Agreement , in any way or for any reason, be deemed to be or have become a partner of the other in the conduct of its business or otherwise, or a joint venturer. 3 . 14 Gender and Number. The use herein of the neutered gender includes the masculine and the feminine and the singular number includes the plural, whenever the context so requires . 3 . 15 Captions . The captions and headings provided in this Agreement are inserted for convenience of reference only and do not define, describe or limit the scope or the intent of this Agreement or any of the terms hereof . 3 . 16 Counterparts . This Agreement may be executed in counterparts each of which shall be deemed a fully executed original . 3 . 17 Attorneys' Fees . In the event either party com- mences litigation for the judicial interpretation, enforcement, termination, cancellation or recision hereof, or for damages for the breach hereof, then, in addition to any and all other relief awarded in such litigation, the prevailing party therein shall be entitled to a judgement against the other for an amount equal to reasonable attorneys' fees and court and other costs incurred. 3 .18 Choice of Law. This Agreement shall be construed and enforced in accordance with the laws of the State of California. 3 . 19 Modification and Waiver . No modification, waiver, amendment, discharge or change of this Agreement shall be valid unless the same is in writing and signed by the party against which the enforcement of such modification, waiver, amendment, discharge or change is or may be sought . 3 . 20 Severability. In the event any term, covenant , con- dition, provision or agreement herein contained is held to be in- valid, void or otherwise unenforceable by any court of competent jurisdiction, the fact that such term, covenant , condition, provi- sion or agreement is invalid, void or otherwise unenforceable, shall in no way effect the validity or enforceability of any other term, covenant , condition, provision or agreement herein contained. 8 3 . 21 Binding Agreement . Subject to any limitation on assignment elsewhere set forth herein, all terms of this Agreement shall be binding upon, enure to the benefit of and be enforceable by the parties hereto and their respective legal representatives, successors and assigns . 3 . 22 Time of Essence . Time is of the essence for each and every provision of this Agreement . 3 . 23 Prohibited Interests . A. Solicitation. IEEP maintains and warrants that it has not employed nor retained any company or person, other than a bona fide employee working solely for IEEP, to solicit or secure this Agreement . Further, IEEP warrants that it has not paid nor has it agreed to pay any company or person, other than a bona fide employee working solely for IEEP, any fee, commission, percentage, brokerage fee, gift or other conside- ration contingent upon or resulting from the award or making of this Agreement . For breach or violation of this warranty, SPONSOR shall have the right to rescind this Agreement without liability. B . Conflict of Interest . For the term of this Agreement, no member, officer or employee of SPONSOR, during the term of his or her service with SPONSOR, shall have any direct interest in this Agreement, or obtain any present or anticipated material benefit arising therefrom. 3 . 24 Equal Opportunity Employment . IEEP represents that it is an equal opportunity employer and it shall not discriminate against any employee or applicant for employment because of race, religion, color, national origin, ancestry, sex or age. Such non- discrimination shall include, but not be limited to, all activities related to initial employment, upgrading, demotion, transfer, re- cruitment or recruitment advertising, layoff or termination. 9 IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be executed on the day and year first above written. INLAND EMPIRE ECONOMIC PARTNERSHIP: By: BRIAN COLLINS, President CITY OF REDLANDS : / By /6-() Its : Mayor APPROVED AS TO FORM: ATTEST: I By: 4, Counsel City Cleh-k, ,C / of Redlands 10 EXHIBIT "A" LIST OF PARTICIPATING AGENCIES CITIES BANNING MONTCLAIR BEAUMONT MORENO VALLEY BIG BEAR LAKE MURRIETA CALIMESA NORCO CANYON LAKE ONTARIO CHINO PERRIS CHINO HILLS RANCHO CUCAMONGA CLAREMONT REDLANDS COLTON RIALTO CORONA RIVERSIDE FONTANA SAN BERNARDINO GRAND TERRACE SAN JACINTO HIGHLAND TEMECULA HEMET UPLAND LAKE ELSINORE YUCAIPA LOMA LINDA COUNTIES RIVERSIDE SAN BERNARDINO INLAND EMPIRE MARKETING PROGRAM A Response to Riverside & San Bernardino City & County Request for Proposal from The Inland Empire Economic Partnership 3281 East Guasti Road Suite 100 Ontario, CA 91764 (909)984-3400 FAX (909)460-7733 September 5, 1994 EMPIRE MARKETING PROG TABLE OP CONTENTS PAGE NO. SECTION 1-2 The Goal, The Problem, The Opportunity, The Strategy, The IEEP 2-4 Targeting Priorities Explained 5-6 The Marketing Message 6-9 Targeted Marketing Program: Firms, Entrepreneurs, Financial Professionals 10-11 Targeted Marketing Program: Visitor Industry 11-13 Targeted Marketing Program: Film Studios 14 IEEP Organization Chart with IEMP 15-16 Lead' s Policy Details 17 City & County IEMP Costs 19-21 Appendix A. - Detailed Budget 22 Appendix B. - Time Line 23-29 Appendix C. - Detailed Description of Proposed Direct Mail Pieces INLAND EMPIRE ECONOMIC PARTNERSHIP 3281 East Guasti Road Suite 100 Ontario, CA 91764 (909)984-3400 FAX (909)460-7733 INLAND EMPIRE MARKETING PROGRAM 1. The Goal The Inland Empire Marketing Program (IEMP) aims at developing an Inland Empire identity consistent with its economic & demographic strength. This image is to be projected at business, tourism and film decision makers, largely in L.A. & Orange Counties, in order to attract business activity and employment to the region. 2 . The Problem The IEMP is necessary as the Inland Empire is an enigma to many key economic decision makers affecting the region. Few, for instance, realize its total personal income is 78% of that of Orange County and equal to Kansas, or its population is 353 , 000 larger than Orange County and equal to Oregon. Less know that its economy is out- performing L.A. & Orange Counties, or that its life style options have become quite varied. This ignorance causes harm. In 1993 , for instance, San Bernardino County' s bond rating was lowered when Moody' s lumped the Inland Empire in with L.A. Later, Riverside County' s rating held when Moody' s was convinced that the region' s economy had its own dynamics and was exceeding L.A. 3 . The Opportunity In many ways, the Inland Empire is in an ideal position. It provides direct access to L.A. & Orange County markets. Its labor, land and housing costs are low, and business environment less congested. It is near Pacific Rim ports and close to Mexico. The economy is expanding when adjacent areas are not . Its entertainment options are growing in sophistication, and its outdoor sports possibilities are unparalleled. The problem is that too few decision makers, many of them in L.A. & Orange County, are aware of these things . The IEMP' s goal is to reach these individuals with information on the Inland Empire' s advantages before they make decisions to leave or avoid California. 4 . The Strategy The IEMP proposes a highly target marketing program aimed at those decision makers most likely to impact the Inland Empire . The message: Put your firms and money in the region, as it offers Southern California' s most competitive economic environment combined with a surprisingly diverse life style . To succeed, the IEMP must document and continuously repeat a tightly focused message on this theme. This dictates a coherent, centralized marketing program. In other regions, the state government is the unifying force for such effort . The Inland Empire has no such luxury. Thus, the Inland Empire Economic Partnership (IEEP) would execute the marketing program under contract with 30 cities & two counties . The latter would provide the funds and policy guidelines, IEEP would hire the staff and execute the program. To further unify the message, the IEMP would combine business, visitor and film recruiting in a single coordinated effort . NOTE: The IEMP' s philosophy: "Market together, compete alone. " With more firms interested in the Inland Empire, each city & county will have a better chance of expanding its economic and tax base. 5. The IEEP The IEEP was approached by several city & county economic development directors as it is the Inland Empire' s only regional business group. Its 135 sponsoring firms touch every local city and are acutely aware that no area will succeed unless the region' s economy does . From the outside, the IEEP is already the point of contact for many businesses, financial groups, and news organizations interested in the area. Many follow the region through the Quarterly Economic Report . The California Trade & Commerce Department often works from within IEEP' s offices . The U.S . Department of Commerce is about to do so. IEEP' s $500, 000 annual budget is devoted to recruiting businesses, expanding local film shoots, organizing retention efforts and supporting local entrepreneurs . IEEP' s Small Business Development Center (SBDC) is expanding its entrepreneurial network throughout the region in what the U.S . Economic Development Administration (EDA) acknowledges is the best program of its kind in California. Recently, the IEEP began a $100 , 000 capital drive . In one month, $50 , 000 has been committed from its Executive Committee and Board of Directors. This has allowed the organization to expand its staff and embark on a major work expansion program. The IEMP is a key element in that effort . 6 . The Targeting Priorities Given the ambition of the city & county proposal , IEEP was forced to make judgments about appropriate IEMP budgeting and targeting priorities . They are listed below in order of importance. If the budget were to fall short, target groups would be eliminated according to this ranking (parentheses show the number of targets by group) . 2 a. L.A. & Orange County Press Corps (500) The top priority is to provide the L.A. & Orange County press corp with a constant stream of facts about the Inland Empire' s economic expansion. Their neglect of the region underlies the general ignorance about it . This is a zero cost item as IEEP will start providing hard news, not PR material, to about 500 newspaper, magazine, news radio and TV journalists . b. Mid-Size Growing Firms (14, 000) Second is mid-sized to large L.A. & Orange County firms . When such firms locate in an Inland Empire city, they add property, sales and utility tax revenues . Nearby towns gain when resident workers spend in neighborhood malls . The targets include: 1 . Manufacturers requiring more space, or thinking of leaving California. 2 . Manufacturers or R&D firms which should be located in the vicinity of UCR' s applied research departments . 3 . Office firms who should be locally serving the Inland Empire' s 2 . 9 million people. 4 . Retailers needing outlets to serve pockets of growing population density. One half of 28 , 000 firms which the IEMP would target would be in these categories . Most would be chosen from SIC codes that grew in either the Inland Empire, L.A. or Orange Counties from 1990-94 . Targets must have 50 to 500 jobs ( the press sees this range as significant) , and 3-years employment growth at 10%+ per year. These firms are a skeptical, hard sell as they are the main focus of most recruiting efforts . Many employ professional site locaters . Manufacturers especially need to see the Inland Empire as cost competitive to non-California al- ternatives . c. Entrepreneurs (14, 000) The third priority is L.A. & Orange County entrepreneurs who can personally decide to move : 1 . Their small manufacturing firm. 2 . Their small office firm. 3 . Their High-Value added service firm. Though these firms are not glamorous, they are the primary source of Inland Empire job growth. Put bluntly, the region' s expansion has, and will continue to be, largely 3 based on 10s, not 100s . As these firms succeed, they will become the region' s primary employers . Smaller cities can be equal competitors in landing numbers of them. One half of 28 , 000 firms which the IEMP would target would be entrepreneurial firms . They would be chosen from SIC codes that grew in the Inland Empire, L.A. or Orange Counties from 1990-94 . Targets must have 10-50 employees and a 3 -year job growth of at least 105'6+ per year. d. Financial Professionals (1, 000) The fourth priority is to provide financial professionals with a constant stream of hard economic & demographic information on the Inland Empire economy. The target is investment analysts, finance officers, real estate ap- praisers & brokers, economists and bond raters whose de- cisions impact whether the region can grow. e. Visitor Industry (2, 500) The fifth priority is California tourist & convention packagers and corporate meeting planners, as the money their clientele spends in the Inland Empire is a pure addition to local economic activity and tax revenues . Materials produced for these groups should dramatize both the Inland Empire' s entertainment and life style advantages. In that way, they will be applicable to both the visitor industry and to entrepreneurs needing to understand the region. In addition, such materials need to be widely distributed within the Inland Empire. f. Film Studios (5, 000) The sixth priority is film crews . Their economic impact is largely through spending while on site. Secondarily, there is the favorable publicity of being associated with a high profile industry. Attracting them involves in- creasing the awareness of shooting locations and cen- tralizing the coordination of red tape. g. Local Residents The last priority is Inland Empire residents, in particular commuters . Lack of local television and a regional newspaper has left a relatively new population unaware of the ad- vantages of their home region. Slowly, they need to learn facts that will subtly alter their word-of-mouth projection of the region. Some local mass communications are aimed at them. 4 7 , The Message The IEMP must communicate both general impressions and specific information to each of these targeted audiences . In broad terms, the challenge is to move them from thinking, "The Inland Empire, oh that' s the part of L.A. out by Claremont, " to saying, "The Inland Empire, you know that place is really thriving. " To achieve this result, hard data and photos must move the targets to realize several truths about the region: a. It is a huge economy in its own right . b. It is adding jobs when nearby areas are struggling. c. It is a less expensive, easier place in which to live and conduct business . d. Its entertainment options are diverse and growing. e. Its outdoor sports opportunities are unparalleled. Hence the opening slogan: THE INLAND EMPIRE . . . We're Building California' s Future! Once this case has been made, the IEMP can draw the conclusion that the Inland Empire is one place where The California Dream of owning a home or a successful business, getting a good job, or enjoying the outdoors is still possible. Thus, the concluding metaphor around which the logo & color scheme are built : THE INLAND EMPIRE . . . Where The California Dream Thrives ! A host of imagery, economic & demographic data supports this case. a. $trong Economic Data At $48 billion, the region' s economy is larger than 18 states . At 2 . 9 million people, its population is equal to Oregon. It is averaging 8 , 000 jobs above 1993 . Growing sectors added 71, 200 jobs during the recession. There has been a constant drumbeat of plant locations and expansions . For companies whose first instincts are to leave or avoid California, the Inland Empire offers labor costs 7t-15t below L.A. & Orange Counties, housing costs $100 , 000 lower, and tracts of available inexpensive land. Certainly congestion is less and business easier to conduct . Geographically, it provides easy access to Pacific Rim ports, Mexico and Los Angeles & Orange Counties markets . 5 b. Economic Imagery A collage of economic imagery supports this case: UCR' s alternate energy vehicle research facility. 1, 000 fully load big rigs parked in Ontario. A pallet from Long Beach Harbor arriving at an Inland Empire warehouse. A new neighborhood of $110, 000 1 , 250 square foot homes in Hemet . Australia' s Super Coat steel coating plant under construction in Fontana. Santa Fe' s re-emergent San Bernardino rail yards . Mission Foods deciding to place its expansion in Rancho Cucamonga. Geothermal water operating Automated Health System Laundry. Toyota' s national warehousing center under construction in Ontario. Programmers developing geo-mapping software at Redlands' ESRI . Computer chips manufacturing at Temecula' s International Rectifier. Cast Arts' expanding facilities in Corona. Packages headed for Mexico from Riverside' s Pro- gressive Custom Wheel . A medical discovery at Loma Linda Medical Center. UPS packages coming off of a 747 at Ontario International Airport . c. Entertainment Imagery A collage of entertainment imagery reveals the area' s diverse and growing life style options . Janet Jackson, Reba McIntyre or Linda Ronstadt on-stage at Blockbuster Pavilion. Patrick Stewart shooting Star Trek in the Callaway Vineyards. Scenes of Indy and NASCAR and harness racing. Crowds in costume at The Renaissance Faire . 120, 000 people at the Route 66 classic car weekend. The Arden Trio playing chamber music at the Mission Inn. Class A baseball teams in action. Pictures of downhill , cross country and water skiing, cycling, ballooning, sky diving, soaring, rock & ice climbing, steam railroading, equestrian riding, fishing, duck hunting, vintage aircraft landing, hiking and soaking in hot spas . 8 . The Targeted Marketing Programs The targeted marketing program would have three parts: 1 . A series of direct mail pieces would be targeted at different sectors in order to create interest in, and understanding of the Inland Empire . 2 . Personal follow-up would come from the IEMP' s director or other IEEP staff. These contacts would be one-on-one for any firm expressing interest in the region. Every firm would receive at least one telemarketed contact and at least one invitation to the region. In the latter case, IEEP members would serve as hosts and provide a colleague to contact over the long term. 6 3 . Display advertising would be purchased in industry periodicals, and an attempt made to get free Public Service Announcements located in major magazines . In addition, the MEP would represent the Inland Empire at trade shows and conferences, such as Trends 2000 and the IDRC. In future years, at least one seminar for targeted audiences would be held in L.A. & Orange Counties . To start the IEMP, the initial challenge is to by-pass the natural questions which arise with any new marketing campaign: Why am I getting information about the Inland Empire? Should I throw it away? Why should I read it? Beyond good targeting, the IEMP will try to navigate these objections in three ways: some materials will detail solid information of use in the firm' s work; others will be intriguing and colorful ; still others will provide industry information while subtly relating Inland Empire facts and images . The IEMP campaign will involve a steady flow of direct mail pieces . As the process proceeds, any firm expressing an interest in the Inland Empire will be flagged for personal contact by IEEP staff . At some point, all firms will be contacted via a telemarketing effort . By priority group, the program would be developed as follows : A. L.A. & ORANGE PRESS CORPS (500) No PR pieces would be sent to the press . The effort aims at convincing the L.A. & Orange County press corp to give more coverage to the Inland Empire. This will include invitations to formal press conferences, the receipt of regular regional economic and business information, and a regular supply of press releases . Attempts will be made to develop rapport with newspaper, magazine, news radio and TV editors and reporters through IEEP and local media sources. The IEEP will undertake this responsibility. B. MID-SIZE GROWING FIRMS (14, 000) A coordinated recruiting program would be aimed at mid-size and larger firms, including professional follow-ups from IEEP staff . Material and contacts would be nuanced for professionals site selectors, and would be aimed at getting them to attend events and tour regional locations . All materials would use the same color scheme and logo. Appendix A details a proposed layout for each piece. 1. Teaser - People find it interesting that the Inland Empire has more financial power than 18 states . Outside, the teaser would play off this fact . Inside, it would highlight the incredible size & growth of the market plus give 1-quarter' s new firm locations . 7 2 . Teaser - A second teaser would play off the Inland Empire' s population being equal to Oregon. Inside it would show the size & growth of the market and highlights attractions like wineries, Janet Jackson performing, and Mission Inn. 3 . Brochure - Next, the program, is elevated with a 4-page, 4-color piece visually displaying the Inland Empire as a large growing economy, with sophisticated firms, less expensive workers, outstanding recreation, affordable homes and diverse enter- tainment . The implicit message: this not an area populated by country bumpkins . 4 . Personal letter - A formal , personally addressed letter targeted by SIC code would then arrive explaining why this Inland Empire mail is coming. It would stress the enoimous market they should be tracking and the region' s cost advan- tages . The area would be presented as an alternative to leaving California or putting growth elsewhere. The letter would also indicate that they will be receiving personal contact from IEEP staff, a flow of detailed regional information, an economic newsletter, and invitations to key events such as the opening of The California Speedway. They would be invited to ask for more information using an enclosed 800 number/rolodex card and/or reply card. 5 . Inland Empire Kit - A several part , major mailing would contain a letter reiterating the earlier letter' s themes. Targets would again be invited to call using another enclosed 800 number/rolodex card and a reply card. Depending on the recipients SIC code, a 4-page economic newsletter would be enclosed showing why manufacturing, service, office or retail firms are migrating to the Inland Empire. (Note: This newsletter will be sent quarterly from hereon. ) A 24-page attractive, economic/life style book would be in- cluded showing hard economic & demographic data & charts . It would present pictures and detailed descriptions of key firms now in the Inland Empire, and show the sophistication of local entertainment, education, and recreation activities. NOTE: Telemarketing to all firms would occur at this point. 6 . Targeted Invitation Postcard - At this point, people from as many firms as possible would be brought to the Inland Empire . Those from different sectors would be invited to events relevant to their specialties . In the evening, they would be invited to a major social event . In the future, the opening of The California Speedway could be a major event around which to plan. IEEP member firms would help arrange different parts of this program. 8 7 . Targeted Survey - Follow-up would come via a survey with the two purposes : subtly providing Inland Empire information targeted by group & SIC code, and collecting information about the IEMP' s effectiveness . 8 . Quarterly Targeted Newsletter - The 4-page economic news- letter, first sent with the Inland Empire kit, would be updated quarterly and sent . Variations would be targeted at manufacturing, service, office and retail firms to show why they should be coming to the region. Once the routine of the Quarterly Targeted Newsletter is underway, mailing lists will be massaged for accuracy. Any firm expressing any interest in the Inland Empire will be on the IEEP continuous contact list. In one year, a second similar effort would be aimed at the targets . C. ENTREPRENEURS (14, 000) The entrepreneurial program will be the same as the Mid-Sized Firm program except : #4 Targeted Letter, #6 Targeted Invitation Postcard, #7 Targeted Survey and #8 4 -page Quarterly Targeted Newsletter will be nuanced for entrepreneurs . These materials will stress the Inland Empire' s lower labor, land and housing costs, and the ease of decision making in a less congested area. Entrepreneurs will be invited to local events and to a tour of regional locations . In addition, entrepreneurs quarterly will receive a second pub- lication: #9 The Quarterly Sports & Entertainment Guide. 9 . Quarterly Sports & Entertainment Guide - This 4-page, 4-color brochure would be developed for the tourism industry. It would highlight the growing sophistication of the Inland Empire by providing a continuous flow of information on the many entertainment, historic and sports events in the region. Included is the implicit message that the region is becoming increasingly prosperous . Advertisers could defray the cost of this effort . Once the routine of the Quarterly Targeted Newsletter and Quarterly Sports & Entertainment Guide is underway, mailing lists will be massaged for accuracy. Any entrepreneur expressing an interest in the Inland m.ire will be followed up on by the IEEP staff and passed on to the cities via the Lead' s Policy. In the next fiscal year, a second marketing effort would begin, building on the materials designed for Year 1 . D. FINANCIAL PROFESSIONALS (1, 000) The approach to financial professionals would be direct and formal . The intent is inform them about the Inland Empire so that their decisions will be based upon hard data and analysis, not misguided perceptions . 9 Effimmaammsesum..--_ 1. TARGETED LETTER - The program would open with a personally addressed letter explaining why they are getting Inland Empire information. It includes an 800 number on a rolodex card. It invites them to call for more detailed information & data or return an enclosed rely card. 2 . QER + Clipboard - By sending a combined QER and Clipboard, the IEMP would be keeping financial professionals regularly apprised of solid information on the Inland Empire economy and the rising number of firms locating in it . An information 800 number would again be provided. 3 . TARGETED FOLLOW-UP - Semi-annual follow up letters would be sent, discussing the Inland Empire, and the flow of data they are receiving. Enclosed would be another 800 number/rolodex card, and a 4-page informational brochure on the region. E. VISITOR INDUSTRY (2, 500) When visitor dollars enter the Inland Empire, they have strong multiplier impacts on the economy. The industry has room for expansion owing to the region' s growing entertainment industry and extraordinary variety of outdoor activities. However, to date, the full benefits of tourism have not accrued to the region as the industry has been poorly organized and marketing underfunded. The program below begins to address these concerns. It is aimed at increasing day & weekend visits . Note: State and travel industry funds will pay for several parts of the program. See the budget for details. 1. The Targets - The primary target of the IEMP visitor program is tour operators & planners and corporate meeting planners largely in Los Angeles & Orange Counties. Next is the same group located in the balance of California, Nevada and Arizona, plus California tourism officials. Third is the local tourism industry. The last is the residents of Los Angeles and Orange Counties . 2 . Tour Operators & Planners & Meeting Planners (750) - Under the IEMP, L.A. & Orange County tour operators & planners and corporate meeting planners would receive the full marketing program outlined earlier for entrepreneurs . The targeted letter and survey in that package would be nuanced to the industry. #5 The Inland Empire Kit would include the #9 Quarterly Sports & Entertainment Guide, and a Restaurant & Lodging Guide. #6 The Targeted Invitation would be for a 2 -day familiarization tour. In addition, professionals in this group will continue to be contacted via two trade shows : the Orange County Register Travel Show and the L.A. Travel Show. 10 3 . Non-L.A. Area Tourism Planners & State Officials - For budget reasons , the effort for tourism professionals & state officials outside of L.A. & Orange Counties would be confined to four activities . The #9 Quarterly Sports & Entertainment Guide would be sent to them. A booth again will be staffed at the Phoenix Sports & Vacation Show. There again will be par- ticipation on the Mexico Trade Mission. And, the area will continue to be represented at six California State Tourism Board meetings . 4 . Inland Empire Tourist Industry - Internal Inland Empire visitor industry contacts would be maintained via two regular pub- lications . #9 The Quarterly Sports & Entertainment Guide would discuss major events . #10 The Quarterly Calendar of Events would detail local activities in depth. 10 . Quarterly Calendar of Events - This quarterly publication would feature a detailed listing of events in the coming three months throughout the Inland Empire . It would be a computer generated, xeroxed publication. Also, the IEMP would provide the industry with the Restaurant & Lodging Guide, and would continue to supply the The Sun Adventure Guide. Finally, a Self Inland Empire Driving Tour region would be designed and materials distributed to ap- propriate locations . 5. L.A. & Orange County Tourists - To reach the general L.A. & Orange County tourist audience, full page monthly advertising similar to that of San Diego would be run in the Los Angeles Times and Orange County Register entertainment sections . The page would highlight weekend packages built around combina- tions of events and facilities . This program would serve the dual purpose of helping the tourism industry and slowly exposing a growing number of people to the increasing sophistication of the Inland Empire . 40% of the cost of this effort would be paid by advertisers . The effort would be supplemented by the staffing of a booth at the Anaheim Sports & Vacation Show. 6 . Visitor Industry Library - To support the visitor effort, the IEMP anticipates work on a film library on Inland Empire • locations, facilities and sporting opportunities . Both still and video materials are needed. F. FILM STUDIOS (5, 000) Film production is Southern California' s fastest growing basic industry. It encompasses 7, 000 motion picture, television, video, advertising and fashion companies . When they shoot in an area, they have considerable economic impact and impose little cost • burden. 11 __Aressowsit 1. The Targets - The Inland Empire has been an industry backdrop for decades . However, today' s highly entrepreneurial film production crews are largely ignorant of the region. For larger studios, the target audience is location scouts and managers . For smaller ones, it is often times the producers and/or directors . 2 . The Challenge - Locators are given a backdrop, e .g. a 1950s New England gas station in May, but actual shooting is in November. They worry about such things as architecture, leaves on trees, weather. They choose a site based upon accuracy, cost , convenience, knowledge and speed. Being incredibly diverse, close to Hollywood, and inexpensive by Southern California standards, the Inland Empire scores well on the first three criteria. The IEMP must address their knowledge of Inland Empire shooting locations, and the speed of permits and local logistical support to allow shooting. 3 . Knowledge of Locations - The IEMP must aim materials at today' s film locators to again make the industry aware of the ex- traordinary diversity of Inland Empire shooting opportunities . This is particularly true now that Norton and George Air Force Bases (AFB) are available. Given budget considerations, the IEMP recommends that five initial steps be undertaken. a. The hiring of a professional photographer to shoot a wide variety of sampler sites . This work would broaden the Inland Empire Film Commission' s existing Film Site Library. b. Using the Library, #11 a Site Location Catalogue would be created and mailed to 5, 000 selected targets . 11. Site Location Catalogue - This 4-color, 8-page catalogue would present teaser samples of Inland Empire architec- tural , historical and environmental scenes . A letter would outline the process for working with IEEP staff to arrange for permits & logistical support . An 800 number rolodex card, and reply cards would be included to elicit contacts . c . Semi-annually, #12 a Film Brochure marketing brochure perhaps featuring Norton AFB should be designed and mailed. Hopefully, the Inland Valley Development Authority (IVDA) would help defray the cost of this mailing. 12 . Film Brochure - The 4-page 4-color Film Brochure would serve as a reminder of the Inland Empire as a filming site . It would • include photographs of Norton AFB plus processing and contact information. 12 ______.•mongiummemuisumr d. A video should be developed showing sites, and explaining the process by which the Inland Empire Film Commission stands ready to assist the industry. e . IEEP staff booths at key film site location expositions. In year two, this effort should be expanded with more photographs, a larger catalogue, four mailings and a professional video. 4. Speeding Up the Process - Procedurally, the Inland Empire needs to create a routine system through which film production is handled. This includes such governmental matters as issuing permits, arranging for the use of city safety & other personnel , and street closures. It also includes offering assistance arranging lodging, catering and local contractors . As the IEEP' s Inland Empire Film Commission is the point of contact for an increasing number of film crews , the IEMP suggests that: a. The IEEP be advertised as the point of contact for the industry. b. Cities work with IEEP to standardized fees , forms, pro- cedures and staff contacts, so that IEEP staff can routinely arrange permits, collect monies and negotiate city/county support . Fees would be retained by IEEP to help defray the cost of the effort . c . IEEP would prepare a catalogue of lodgings, caterers and contractors available in each community. IEEP should also expand the network of chambers of commerce and real estate firms in each jurisdiction who are prepared to supply it with rapid information on potential film locations . d. Annually, IEEP should host a working conference to increase the awareness of the cities & counties and film industry about the details and functioning of the system. A staff assistant would be hired to supply logistic support to the IEEP Film Coordinator, who must spend substantial time in the field. 9 . The Organization Should the IEMP come into being, IEEP' s organization would be as follows : 13 IEEP President Administrative Staff 3 persons IEMP Film Tourism SBDC Business Entrepreneur Director Commission Commission Director Recruiting Support Director Director 2 persons 11 persons 3 persons a. The IEMP, Inland Empire Film Commission and Inland Empire Tourism Council would each be stand alone efforts in the same sense as is now true of the SBDC. IEEP would continue its conventional business recruiting & retention efforts . In addition, IEEP will soon announce the starting of specific entrepreneurial support activities. b. The IEMP would be under the direction of a full time Marketing Director paid by the project . This individual would be responsible for coordinating the marketing effort . Other IEEP staff would assist in contacting targeted firms, following-up on leads generated by the IEMP, and hosting visitations . c . Support for the IEMP director would come first from the IEEP' s two person business recruiting staff . One is now with IEEP. He is the first of what will be a permanent string of loaned executives , each spending 3-6 months with the organization. The other is being recruited. They will be assisted by a marketing intern who will come from a local university graduate program. The IEMP director will also receive assistance from IEEP' s administrative staff (president, one professional , two sec- retarial) . Each of these positions is filled today, though recruitment of a permanent president is underway. SBDC staff would be available to assist entrepreneurs who are interested in understanding the support network they will find should they consider moving to the Inland Empire . NOTE: The only funds going to the IEEP from the IEMP will be for specific and documented overhead services. IEMP funds will be placed in a segregated account earmarked for the effort. 14 d. The Inland Empire Film Commission would remain under the Film Commission Director now on IEEP' s staff . If the IEMP is funded, she will have one staff assistant for logistics . She would assist the IEMP director with the organization of events . The Film Commission budget would be partially offset by permit fees and hopefully the support of IVDA. e . The Inland Empire Tourism Council would be housed at the IEEP. The current director would execute the program detailed below. Items which are newly funded would be by contract with, and to specifications of the IEMP to ensure proper coordination of timing, themes, colors and logo. 10. Leads Policy Through the targeted marketing effort, the IEMP will put the Inland Empire in contact with 28 , 000 executives & entrepreneurs . They will come from those sectors & regions most likely to be interested in locating within the region. This will represent a watershed in the region' s marketing. Today most leads come to the region when the California Department of Commerce alerts the IEEP, or a city or county, of a company interested in the state or region. That body, of course, cannot conduct intrastate marketing, even though the Inland Empire is Southern California' s one chance to compete for firms considering leaving. Once a firm becomes interested in the Inland Empire, this information will be shared with the EDA Directors of sponsoring entities under the following proposed rules : a. A standardized information sheet on each city & county will be created showing facts about each area for delivery to any firm. b. If a firm, by itself or via a broker indicates an interest in the Inland Empire, its case will be given a number and permission will be asked to share information about them with the IEMP' s sponsoring cities & counties . c. If a firm, by itself or through a broker wishes to be known, its name and background will be shared with the sponsors for direct follow up. IEEP will remain in contact with the firm to see how the case is proceeding. d. If a fina, by itself or through a broker wishes to be known and wants IEEP to prepare a package from the interested cities & counties , its name, background, and apparent needs will be shared with them. Each will be asked to submit materials which will be organized by IEEP and passed on to the potential client . Follow up will be by both the IEEP and at the discretion of the cities & counties . 15 11111 -- e. If a firm, by itself or through a broker wishes to remain confidential , IEEP will alert the cities & counties of the firm' s general background and apparent needs, and each will be asked to submit materials . IEEP will organized them and pass them on to the potential client. Follow up will be by the IEEP until the firm wishes to contact local officials . Progress of the case number will be shared with the sponsors . f. If the fiLm, by itself or through a broker wishes to remain confidential and indicates an interest in specific areas, IEEP will alert the relevant cities/counties of the firm' s background and apparent needs, and each will be asked to submit materials . IEEP will organize them and passed them on to the potential client . Other cities & counties will be alerted as to the firm' s general background and specifications and invited to submit materials making a case as to why they should also be con- sidered. These will also be forwarded to the firm under that heading. In all cases , follow up will be by the IEEP, until the fiim wishes to contact local officials . Progress of the case number will be shared with the cities & counties . g. In cases where a firm does not have a broker, and in IEEP' s judgment one is warranted to maximize the probability of its location in the Inland Empire, IEEP will make references . IEEP will alert the cities & counties of the firm' s general background and apparent needs, and each will be asked to submit materials . IEEP will organized them and pass them on to the broker and the potential client . IEEP will monitor such cases and report their progress by case number to the cities & counties . 11. The Formal Relationship Should the IEMP begin moving ahead, a formal relationship would be defined between the IEEP and the contracting cities . That rela- tionship would have the following elements : a. No city or county would be asked to spend any money on the IEMP until a threshold of cities has made the commitment . b. The IEMP contributor group will receive one-quarter of the seats on the board of IEEP Board of Directors and the Executive Committee . Through a sub-committee of the board they will be placed in a position to oversee the functioning and ac- counting of the IEMP. c. IEEP would sign a contract with the cities which support the IEMP to hire the staff, create and provide back-up for the program outlined in this proposal . 16 44 I d. IEEP would make presentations to each City Council and Board of Supervisors in the attempt to gain their support for the .R program. Those jurisdictions which join the system will be asked to use their good offices with other entities . )£ e. IEEP will attempt to gain IEMP financial support from regional groups like the San Bernardino Associated Governments, Riv- erside County Transportation Council , Western Riverside Council of Governments and the Inland Valley Development Authority (IVDA) . f 1 f . A start up budget of $0 . 118 per capita per governmental entity would be required to undertake the entire $275, 000 program detailed above, assuming all IEMP cities & counties join and there is no help from regional bodies . The most recent Department of Finance E-5 population report would be the basis for apportioning this cost . The table below outlines how much this would be for each jurisdiction. IEMP BUDGET FOR CITIES & COUNTIES SAN BERNARDINO COUNTY (a) RIVERSIDE COUNTY (a) $0.118 $0.118 Jurisdiction Population Budget Jurisdiction Population Budget Big Bear Lake 5,800 $ 684 Banning 23,850 $ 2,814 Chino 62,800 7,410 Beaumont 10,700 1,263 Chino Hills 47,250 5,576 Calimesa 7,400 873 Colton 45,100 5,322 Canyon Lake 10,600 1,251 Fontana 103,200 12,178 Corona 94,500 11,151 Grand Terrace 13,350 1,575 Hemet 52,800 6,230 Highland 39,500 4,661 Lake Elsinore 24,150 2,850 Loma Linda 21,300 2,513 Moreno Valley 134,700 15,895 Montclair 30,150 3,558 Murietta 31,400 3,705 Ontario 143,900 16,980 Norco 24,700 2,915 R. Cucamonga 115,000 13,570 Perris 30,200 3,564 Redlands 66,300 7,823 Riverside 244,200 28,816 Rialto 80,000 9,440 San Jacinto 24,000 2,832 San Bdno 184,400 21,759 Temecula 36,450 4,301 Upland 67,500 7,965 Yucaipa 37,050 4,372 San Bernardino Co.(b) 232,281 27,409 Riverside Co. (b) 294,957 34,805 County Total 1,294,881 $152,796 County Total 1,044,607 $123,264 TOTAL 2,339,488 $276,060 NOTES: 1 a. The $0.118 per capita was found by dividing the $275,000 cost of the full program by the 2,339,488 people 4 estimated to live in the TEMP area. Ft b. The estimated unincorporated population for each county was derived by determining the percent of each county's incorporated population residing in cities within the TEMP area. That percent was applied to 4 each county's unincorporated total to derive the figure. For San Bernardino County it was 81.3% of res: 232,281, or 232,281. For Riverside County, it was 76.9% of 383,328, or 294,957. 17 APPENDIX A. - IEMP BUDGET APPENDIX B. - IEMP TIME LINE APPENDIX C. - DESCRIPTION OF EACH PROPOSED DIRECT MAIL PIECE 18 APPENDIX A-1.-IEMP BUDGET: BUSINESSES, ENTREPRENEURS &FINANCIAL GROUPS, FY 1994-95 $0.185_ y. Design Graphics Printing Mail Rem Name Description Size Fold Color Count Cost Cost Cost Cost 1 Teaser#1 Firms + Entrepreneurs +Tourism _ M 29,700 IIIIIIIIIII $5,49 Glossy Postcard Stock 6x12 1 Ell 29,700 $1,000 0+ 2 Teaser#2 Firms +Entrepreneurs +Tourism 29,700 5,495 Glossy Postcard Stock 29,700 Ell 200 3 Info Brochure Firms+Entep+Tourism + Finance r rBrochure 11x17R 4,9174 Targeted Letter Firms+ Entep+Tourism +Fnce #10 •Stationary 8'/zx11 0 r ____________________________________120 3,053 Return Card Perforated attached 4x6 0 to die cut Rolodex card 3x6 0 1 1 7 "r 150 5 Promo Kit Firms +Entrepreneurs +Tourism 29,700 5,495 Large Envelopes 10x12 0 1/0 34,700 r Stationary `_ t -� Colored File Folders incl, tab tolder ® r+ i 4,941 Logo Labels- Large 0 © r• •rs Logo Labels- Small 0 ® 100,000 r 5,500 Return Card Perforated attached to die cut Rolodex card Promo Brochure 24 Pg.5'/.x5'/.Brochure with Cover Mail +200 per city (Printing= Cover + 6 sheets) • f.a �+ .t Paper Clip -Colored Super •r 6 Invitation Firms+ Entrepreneurs +Tourism 29,700 5,495 Large Postcard- Glossy • +• • 2,149 7 Survey Firms+Tourism 29,700 a s5,495 Stationary Perforated • rr 1111111.0 1,309 8a Newsletter-Feb r 5,411 4-page 11x17 MI • r0 EEO 4,794 8b Newsletter-May Firms+Entrepreneurs 29,250 5,411 4-page 11x17 fi 2,000 1,000 4,794 9a Entertainment& Sports News - Jan Entrepreneurs 14 000 2 729 4-page 11x1714,0000 • 2,596 I` 9b Entertainment& Sports News - Apr Entre.reneurs 14 000 ' 4-page 11x17 1 4/4 14,000 0 0 2,596 1 TOTALS 273,400 1 $18,000 $10,220 $72,951 i $49,654` TOTAL MATERIALS&MAILING $150,825 Other (business cards,folders,800 number, posters, extra postage, trade ads& shows, etc.): 10.0% 15,0831 Staff ($40,000 salary&benefits,direct marketing and assist with follow-up) 48,000 y GRAND TOTAL $213,908 5s 19 APPENDIX A-2.-INLAND EMPIRE TOURISM COUNCIL MARKETING BUDGET, FY 1994-95 $0.185 Design Graphics Printing Mail Name Description Size Fold Color Count Cost Cost Cost Cost 9a Entertainment& Entrepreneurs + Tourism Sports News - Jan T 2,500 $463 4-page 11x17 1 4/4 2,500 $2,000 $1,000 $464 •9a Entertainment& Sports News -- Apr Entrepreneurs +Tourism 2,500 463 4--page 11x17 1 4/4 2,500 2,000 1,000 464 10 Calendar 4-Calendars of Events 8'/x11 Xerox 1 7,000 0 0 $200 1,295 TOTAL MAILINGS $4,000 $2,000 $1,127 $2,220 GRAND TOTAL MAILING COSTS $9,347 Paid By Paid By Advertising OTHER ACTIVITIES State Tourism Council New Activity Help Pay Travel State Tourism Board - 6 X $1,500 $1,500 Mexico Trade Mission X 5,000 5,000 Trade Shows Orange County Travel Show X 625 625 L.A.Travel Show X 950 950 Anaheim SportsNacation X $1,000 1,000 Phoenix Sports/Vacation X 1,000 1,000 Photography Photo Shoot w/Film Commission X $3,000 3,000 Video Assistance from RCC&SBVC X 2,000 2,000 Adventure Guide The Sun - Over Print X 5,000 X 5,000 10,000 Restaurant & Lodging Guide X 1,500 1,500 1,500 Familiarization Media, Tourism and Convention Tours -2 Professionals X 5,000 5,000 Newspaper Ads LA.Times X 11,000 4,400 11,000 (Full Page,Monthly) Orange County Register X 11,000 4,400 11,000 TOTAL OTHER COSTS $11,575 $8,500 $33,500 $10,300 $53,575 OFFSETS 30,375 NET OTHER COSTS $23,200 TOTAL MAIUNG & NET OTHER COSTS $32,547 20 APPENDIX A-3.-INLAND EMPIRE FILM COMMISSION BUDGET - FY 1994-95 $0.185 Design Graphics Printing Mail !ten Name Description Size Fold Color Count Cost Cost Cost Cost 11 Film Brochure Film Sites 5,000 $925 8-Page 11x17 1 4/4 5,000 $2,000 $1,000 $1,650 12 Film Mailing #2 Film Reminder 5,000 925 4-Page 11x17 1 4/4 5,000 2,000 1,000 1,000 Total Materials $4,000 $2,000 $2,650 $1,850 GRAND TOTALS $10,500 Phone/FAX $1,500 Marketing Video Assistance from RCC& SBVC 2,000 Regional Workshop Cities&Counties 1,000 Camera Pentax Model 280P 450 Photography Library Photo Shoot w/Tourism 2,000 Trade Shows Location & Show5¢ Expo 4,000 Director Part Time 30,000 Assistant Full Time 13,000 Mileage, etc. 1,500 GRAND TOTAL COST $65,950 Current Revenue (37,000; NET TOTAL COST $28,950 NOTE: Permit Fees and IVDA would help offset this budget APPENDIX A-4.- IEMP BUDGET SUMMARY APPENDIX A-1.-TEMP BUDGET: BUSINESSES,ENTREPRENEURS&FINANCIAL GROUPS, FY 1994-95 $213,908 APPENDIX A-2 -INLAND EMPIRE TOURISM COUNCIL MARKETING BUDGET, FY 1994-95 32,547 APPENDIX A-3.-INLAND EMPIRE FILM COMMISSION BUDGET - FY 1994-95 28,950 GRAND TOTAL COST $275,405 21 INLAND EMPIRE ECONOMIC PARTNERSHIP APPENDIX B TIME LINE The time line for the IEMP in large part depends upon the approval processes of the 32 governmental entities which must decide whether or not to enter the project . Two Tna DATE EVENT September 15, 1994 Presentation to the cities & counties October 15, 1994 IEEP has a clear view that sufficient cities & counties will enter the project to allow it to move ahead. October 15, 1994 IEEP will begin preliminary on the program, put bids out for an advertising agency, begin search for an IEMP director. Existing staff will be used. November 15, 1994 Cities & counties will have made final decisions. Allows re-scoping of the project. December 1, 1994 IEMP Marketing Director hired, Advertising Agency chosen. February 15, 1995 First mail to begin arriving. June 30, 1995 First phase of program ccaplete. IEEP existing staff members, experienced with concentrated targeted direct mail campaigns, have performed according to tighter deadlines than the one recommended. The critical events which will allow this time line to be met are the approval of sufficient cities & counties to allow the program to proceed by October 15 , 1994 , and the final decisions of all cities & counties to move ahead or not by November 15 , 1994 . 22 .uef 7-- APPENDIX C DESCRIPTION OF EACH PROPOSED DIRECT MA L PIECE The IEMP features a great deal of direct mail . While the program should be designed by an advertising agency, below is a description of the type of layout which might be used for each piece. A. The L.A. Press (500) No Public Relations pieces . Hard news releases only. B. Mid-Size Growing Firms (14, 000) The program aimed at Mid-Sized Growing Firms would use eight pieces . 1. Teaser - People find it interesting that the Inland Empire has more financial power than 18 states . Outside, the teaser would play off this fact . Inside, it would highlight the incredible size & growth of the market plus give 1-quarter' s new firm locations . 1. TEASER 2 Colors - 2 Sides 6x12 folded 6x6 What' s An Hour from L.A. & Front has more financial power than 18 States? The Inland Empire . . . Inside Top We're Building California' s Future! Facts Showing Substantial Economic Power The Inland Empire . . . Inside Bottom We're Building California' s Future! Key Company Locations Logo, Address & Phone Back 2 . Teaser - A second teaser would play off the Inland Empire' s population being equal to Oregon. Inside it would show the size & growth of the market and highlights attractions like wineries, Janet Jackson performing, and Mission Inn. 4 23 2 . TEASER 2 Colors - 2 Sides 6x12 folded 6x6 What has Oregon' s Population & Front is just an hour from L.A.? The Inland Empire . . . Inside Top We' re Building California' s Future! Key Demographic Facts The Inland Empire. . . Inside Bottom We' re Building California' s Future! Key Life Style Facts Logo, Address & Phone Back 3 . Brochure -The program is elevated with a 4-page, 4-color piece visualizing the Inland Empire as a large growing economy, with sophisticated firms, less expensive workers, outstanding recreation, affordable homes and diverse entertainment . 3 . BROCHURE 4-Color - 2 sides 17x11 folded 8"x11 Who Has . . . Advanced Firms Affordable Workers Front (photo) (photo) Incredible Recreation Great Entertainment (photo) (photo) The Inland Empire . . . We're Building California' s Future The Inland Empire . . . Inside Right We' re Building California' s Future (4-Economic photos & charts with caption) Inland Empire . . . Inside Left Where The California Dream Thrives! (4-Key life style photos & captions) Inland Empire . . . More Financial Power than 18 States ! (Inland Empire on list of states) Back Inland Empire . . . As Populated As Oregon (Inland Empire on list of states) Logo, Address & Phone 24 4 . Personal letter - A formal, personally addressed letter targeted by SIC code would then arrive explaining why this Inland Empire mail is coming. It would stress the enormous market they should be tracking and the region' s cost advantages . The area would be presented as an alternative to leaving California or putting growth elsewhere . The letter would also indicate that they will be receiving personal contact from IEEP staff, a flow of detailed regional information, an economic newsletter, and invitations to key events such as the opening of The California Speedway. They would be invited to ask for more information using an enclosed 800 number/rolodex card and/or reply card. 4 . Targeted Letter Window Envelope Letter: Personally Addressed IEEP 800 Number Rolodex Card/Reply Card 5. Inland Empire Kit - A several part, major mailing would contain a letter reiterating the earlier letter' s themes . Targets would again be invited to call using another enclosed 800 number/rolodex card and a reply card. Depending on the recipients' SIC code, a 4-page economic newsletter would be enclosed showing why manufacturing, service, office or retail firms are migrating to the Inland Empire . (Note: This newsletter will be sent quarterly from hereon. ) A 24-page attractive, economic/life style book would be in- cluded showing hard economic & demographic data & charts . It would present pictures and detailed descriptions of key firms now in the Inland Empire, and show the sophistication of local entertainment, education, and recreation activities . 5. Inland Empire Kit Package Large Envelope containing a Colored File Folder, Logo on the Front, inside are: Letter 24-page Economic/life style Brochures 4 -page targeted newsletter IEEP 800 Number Rolodex Card/Reply Card 25 6 . Targeted Invitation Postcard - At this point, people from as many firms as possible would be brought to the Inland Empire. Those from different sectors would be invited to events relevant to their specialties . In the evening, they would be invited to a major social event . In the future, the opening of The California Speedway could be a major event around which to plan. IEEP member firms would help arrange different parts of this program. 6. Targeted Invitation Postcard 6x12 glossy Each Person on the Southern California Target Lists is Invited to an Inland Empire event, tailored to their group. Card shows photographs of the event, and stresses the growing economy, & sophistication of the region. Logo and thrive theme are prominent. 7 . Targeted Survey - Follow-up would come via a survey with the two purposes : subtly providing Inland Empire information targeted by group & SIC code, and collecting information about the IEMP' s effectiveness. 7 . Targeted Survey (detachable self mailer) 17x11 folded triple Surveys 8. Quarterly Targeted Newsletter - The 4-page economic news- letter, first sent with the Inland Empire kit, would be updated quarterly and sent . Variations would be targeted to provide information on why manufacturing, service, office or retail firms should be coming to the region. 8 . Quarterly Targeted Newsletter 4-Color 17x11 folded 8x11 Details why firms in manufacturing, service, office or retailing are coming to the Inland Empire . Includes life style information. C. Entrepreneurs (14, 000) Entrepreneurs would receive the eight pieces above plus : 9 . Quarterly Sports & Entertainment Guide - A 4-page, 4 -color brochure that would be developed for the tourism industry. It would highlight the growing sophistication of the Inland Empire by providing a continuous flow of information on the many entertainment, historic and sports events in the region. 26 Included is the implicit message that the region is becoming increasingly prosperous . Advertisers could defray the cost of this effort . 9 . Quarterly Sports & Entertainment Guide 4-Color, 8-Pages Sports and entertainment available throughout the Inland Empire Sent to L.A. & Orange County Mailing Lists D. Financial Professionals (1, 000) Financial professionals would receive three pieces of mail . #4 the targeted letter previously described would open the program. Semi-annually, a similar targeted letter would be sent together with #3 an Inland Empire brochure enclosed. In addition, quarterly members of this group would receive: 10 . QER + Clipboard - A combined Quarterly Economic and Clipboard, this piece would keep financial professionals regularly apprised of solid information on the Inland Empire economy and the rising number of firms locating in it . An information 800 number would be provided. 10. QER + Clipboard 8-Pages, 2-color Quarterly Economic Report, clipboard on back cover. Logo and theme are prominent. E. The Visitor Industry (2. 500) Under the IEMP, 750 L.A. & Orange County tour operators & planners and corporate meeting planners would receive the full marketing program outlined earlier for entrepreneurs, including the #9 Quarterly Sports & Entertainment Guide. The latter piece would also go to members of the industry in the balance of California and in the western area. The internal Inland Empire visitor industry contacts would receive that piece plus : 11. Quarterly Calendar of Events - This quarterly publi- cation would feature a detailed listing of events in the coming three months throughout the Inland Empire. It would be a computer generated, xeroxed publication. 27 11. Quarterly Calendar of Events 8x11 Features detailed listing of events in the Computer generated, coming three months throughout the Inland xeroxed Empire . References the Inland Empire Tourism Council at IEEP as point of contact Logo and Color Scheme of IEMP Also, local visitor industry professionals would receive a Restaurant & Lodging Guide, and would continue to supply them with The Sun Adventure Guide. In addition, a Self Inland Empire Driving Tour would be designed and materials distributed to appropriate locations . F. Film Industry (5. 000) In the film industry there are two types of targets . For larger studios, it is location scouts and managers . For smaller ones , it is often times the producers and/or directors . Annually these groups would be sent : 12 . Site Location Catalogue & Kit - This 4-color, 8-page catalogue would present teaser samples of Inland Empire architectural , historical and environmental scenes . A letter would outline the process for working with IEEP staff to arrange for permits & logistical support . An 800 number rolodex card, and reply cards would be included to elicit contacts . 12 . Site Location Catalogue & Kit 17x11 folded 8x11 8-Page, 4-Color Large envelope including: Letter of explanation Catalogue of Sample Film Locations IEEP 800 Number Rolodex Card/Reply Card Logo and Color Scheme of IEMP Semi-annually they would receive: 13 . Film Brochure - A 4-page 4-color Film Brochure aimed at reminding them of the Inland Empire as a filming site . It would include photographs of Norton AFB plus processing and contact infor- mation. 28 13 . Film Brochure (5, 000) 4-Page, 4-Color 17x11 folded 8x11 Features additional sample film locations, including Norton Air Force Base References using IEEP as point of contact Logo and Color Scheme of IEMP 29