Buying into Claremont

To all Village business owners, if you are at all concerned about your bottom line, be sure to check one of 2 upcoming meetings. The Village Marketing Group and Chamber of Commerce are rallying supporters to implement a new tax, or Business Improvement District, that will affect all businesses in downtown.

The meetings will take place at the city council chambers on Wednesday at 5 p.m. and Thursday morning at 8 a.m.

The BID should receive some support from businesses that have benefited from events like Friday Night Live, with live music that has attracted some much needed foot traffic to the area. Restaurants like Casablanca come to mind.

The BID could generate regular funding for positive events like Friday Night Live and the Art Walk with proven track records of drawing in crowds.

Unfortunately, many in town are still somewhat wary of the city's efforts to promote Claremont after a couple of less than fruitful ideas.

Two winters ago, the city and Chamber organized an 11tth hour holiday marketing campaign that received lukewarm reviews. The campaign was so rushed that organizers had little time to produce any concrete results.

And then there's the branding study.

Capturing all that is Claremont in one simple marketing slogan goes against the essence of what makes the city so special. No matter what an outside consultant firm comes up with to "define" Claremont (at a price of $100,000), it's hard to believe it will capture all that we have to offer without damaging our image by oversimplifying or commercializing the city.

Plus, the fact that Claremont would be following in Upland's lead on branding (Find U, See something different, Discover Upland), probably has turned Claremonters off to the idea that much more.

To be fair, the city and Chamber are making efforts to attract out-of-town shoppers to Claremont, which is exactly what Village West needs to be successful.

Perhaps the BID can get the ball rolling to that end, and restore some more faith back into the City's and Chamber's business sense.