Campaign again aims to show ‘Gurnee’s Got It!’

Gurnee trustees Monday night approved spending $40,000 on the continuation of a marketing campaign designed to boost retail sales.

Proponents contend the campaign, dubbed “Gurnee’s Got It!”, is a good use of public money because boosting local businesses creates more sales tax. Gurnee derives most of its income from local and state sales tax and doesn’t levy a property tax.

Four village board members, including Mayor Kristina Kovarik, voted in favor of awarding the $40,000 marketing contract to Robin Malpass & Associates of downstate Ottawa, with Trustees Greg Garner and Kirk Morris abstaining.

Morris and Garner said they wanted more information about the results of the first leg of “Gurnee’s Got It!” campaign that ran from last Sept. 20 through Dec. 10. The effort included free coupon placement for village businesses on a website, a sweepstakes campaign and advertising on traditional and social media.

Kovarik told Morris and Garner that Gurnee registered sales tax gains during the campaign. Her political opponents said they wanted to see proof before committing the $40,000.

“I’m not convinced this campaign has been very beneficial to us,” Garner said.

“Gurnee’s Got It!” will return with an attempt to reach local businesses and educate them about how to participate. Assistant Village Administrator Patrick Muetz said it must be communicated to businesses the program is free and no strings are attached.

Kovarik was bullish about “Gurnee’s Got It!”

“We did a three-month campaign (last year). Very successful and a lot of response,” she said.

Village officials said they anticipate about $26,000 in contributions from the Lake County Convention and Visitors Bureau and the Gurnee Park District will reduce the $40,000 expense that was approved Monday night.

Kovarik said the latest campaign will officially launch in August to coincide with back-to-school shopping. She said unlike last year, the village will control the marketing effort instead of the convention and visitors bureau.

It’s estimated 1,500 coupons were downloaded during last year’s campaign and that a special “Gurnee’s Got It!” website attracted more than 5,000 unique users.