CRA 09-02-22MINUTES OF A REGULAR MEETING OF THE
CYPRESS REDEVELOPMENT AGENCY
HELD
February22,1999
Agency Chairman Keenan called the meeting of the Cypress Redevelopment Agency to
order at 9:26 p.m., in the Council Chamber, 5275 Orange Avenue Cypress.
PRESENT: Agency Members McCoy, McGill and Sondhi
Agency Vice Chair Piercy and Chair Keenan
ABSENT: None
MINUTES: It was moved by Agency Member Sondhi and seconded by Vice-Chair
Piercy to approve the minutes of January 25, t999. The motion was unanimously
carried by the following roll call vote:
AYES:
NOES:
ABSENT:
5 AGENCY MEMBERS: McCoy, McGill, Piercy, Sondhi and Keenan
0 AGENCY MEMBERS: None
0 AGENCY MEMBERS: None
APPROVAL OF REDISCOVER LINCOLN PROMOTIONAL PROGRAM:
The Community Development Director presented a comprehensive look at the various
promotional efforts that staff has been doing and intend to undertake. The Lincoln
Avenue Advertising Campaign, which was approved on January 25, 1999, focuses on
encouraging the local community to patronize Lincoln Avenue businesses during the
construction. The Rediscover Lincoln Project Identification Sign Program presented
on February 8, t999, emphasizes the new image of Lincoln Avenue as a place to shop,
eat, and conduct business. It was recommended that the Cypress Redevelopment
Agency Board approve the parameters of the Rediscover Lincoln Promotional
Program, and appropriate $45,000 from the fund balance of the Lincoln Avenue Project
Area fund to be allocated to the Lincoln Avenue Project Area advertising account
f~4150-37-195-06.
The City Manager clarified that there is a subcommittee of City Council Members, that
is working on design elements associated with the promotional program. That work is
still in progress and has not been completed and the recommendation from staff was to
set the money aside and permit the work to continue.
Chairman Keenan indicated that the money allocated for newspaper ads would be
more effectively spent with a direct mail campaign.
Agency Member McCoy suggested that staff explore all the avenues possible to reach
the entire community.
After a brief discussion, it was moved by Agency Vice-Chair Piercy and seconded by
Agency Member McGill to approve the parameters of the Rediscover Lincoln
Promotional Program, and appropriate $45,000 from the fund balance of the Lincoln
Avenue Project Area fund to be allocated to the Lincoln Avenue Project Area
REDEVELOPMENT AGENCY MINUTES February 22, 1999
total of ~88,318 and five loans have been funded. Beginning in October 1998, an
increased effort was placed on marketing the availability of HELP I and HELP 11
programs. This marketing effort has been implemented in stages to allow staff to
assess the effectiveness of the various advertising components. The marketing effort
has utilized a variety of mediums including press releases and newspaper ads, cable
television spots, posters, brochures, flyers and direct mail postcards.
The overall result of the heightened advertising has been a sustained increase in the
number of inquiries and request for applications for both HELP I and HELP II programs.
In addition to the advertising effort, staff also implemented a program of following up
on potential applications that would otherwise be canceled due to incomplete
information and/or missing application forms. Together, the advertising and follow up
have increased the overall number of loans being processed.
Advertising will be necessary on an ongoing basis. Staff will be refining the ongoing
advertising campaign to focus on the components that are most effective in generating
interest and request for applications. It was recommended that the Cypress
Redevelopment Agency Board receive and file the report.
After comments from Council, it was moved by Agency Vice-Chair Piercy and
seconded by Agency Member McGill to receive and file the report. The motion was
unanimously carried by the following roll call vote:
AYES:
NOES:
ABSENT:
5 AGENCY MEMBERS: McCoy, McGill, Piercy, Sondhi and Keenan
0 AGENCY MEMBERS: None
0 AGENCY MEMBERS: None
ADJOURNMENT: Agency Chairman Keenan adjourned the meeting at9:40 p.m.
CHAIRMAN OF THE CYPRESS
REDEVELOPMENT AGENCY
ATTEST:
SECRETARY OF THE CYPRESS
REDEVELOPMENT AGENCY