CRA 99-01-25MINUTES OF A REGULAR MEETING OF THE
CYPRESS REDEVELOPMENT AGENCY
HELD
January25,1999
Agency Vice-Chairman Keenan called the meeting of the Cypress Redevelopment
Agency to order at 8:5'1 p.m., in the Council Chamber, 5275 Orange Avenue Cypress.
PRESENT: Agency Members McCoy, McGilI, Piercy, Sondhi and Keenan
ABSENT: None
MINUTES: It was moved by Agency Member Sondhi and seconded by Agency
Member Piercy to approve the minutes of December '14, 1998. 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
ELECTION OF AGENCY CHAIR AND VICE CHAIR:
It was moved by Agency Member McGill and seconded by Agency Member McCoy to
appoint Tim Keenan for Agency Chair and Anna L. Piercy for Agency Vice Chair. 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 Lincoln Avenue Advertisin¢l Caml~ai~ln: The Community Development
Director presented the item which presented a request to approve parameters of the
Lincoln Avenue Advertising Campaign. With any major public improvement project
there are some inconveniences and business impacts. Staff met with the Lincoln
Avenue Business Association on January 13, to hear their concerns and suggestions
for minimizing disruption to the existing businesses. The Business Association
conducted an informal survey of about ~125 businesses along Lincoln Ave. The results
of this survey indicated that many of the retail and customer oriented businesses felt
that the construction project was having some impact on the level of their business.
Based on this input, the Lincoln Avenue Business Association recommended that the
Redevelopmerit Agency increase advertising on behalf of Lincoln Avenue area
businesses at a comprehensive level. Ms. Angus indicated that Redevelopment is
intended to revitalize and promote an area and Redevelopment funds can be used for
such promotion.
In an effort to sustain the Lincoln Avenue businesses during the months of
construction, staff is proposing a stepped up advertising campaign to promote the
Lincoln Avenue area. The components of the immediate advertising campaign were
detailed in the staff report but include Promotion Posters, Newspaper Ads, Cable
Channel Ads and a Coupon Book Mailer. Staff is seeking the Redevelopment Board's
approval of the proposed advertising campaign. Staff will be returning in the near
future with additional components addressing longer term promotions for the Re-
Discovered Lincoln Project.
Agency Chair Keenan remarked that the $7,000 reserved for newspaper advertising
would be better spent with a direct mail campaign as the money would be more
effective.
Agency Member McCoy suggested that the advertising not be sent on the same day of
the penny-saver as he feels that it would attract less attention by the readers. He also
asked if coupons would be part of the newspaper advertising.
REDEVELOPMENT AGENCY MINUTES Janua~ 25, 1999
The Community Development Director responded that they have received a quote from
the Penny-Saver and based on the information provided, it seems to be a very
successful source of advertising. Ms. Angus indicated that it is possible to incorporate
coupons in the newspapers advertisement.
Agency Members McGill and Sondhi concurred that a Lincoln Avenue Advertising
Campaign is an excellent idea.
Agency Member McCoy asked that after approving the item, staff move forward on
purchasing the signs as soon as possible.
It was moved by Agency Member McCoy and Agency Vice Chair Piercy to appropriate
$26,500 for a Lincoln Avenue Advertising Campaign, conceptually similar to the one
described by staff and asking staff to look at the most effective ways of advertising for
Lincoln Avenue and move forward on purchasing signs. 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 at 9:04 p.m.
CHAIRMAN OF THE CYPRESS
REDEVELOPMENT AGENCY
ATTEST:
~THE CYPRESS
REDEVELOPMENTAGENCY
2