Wheaton reluctant to approve more funding for downtown group

Wheaton City Council members appear likely to approve only one of two requests from the Downtown Wheaton Association for additional funding.

For the 2015-16 fiscal year, the association is asking for $40,000 to expand advertising and social media reach and $36,000 to launch a new community magazine called "Living Wheaton."

The council this week was leaning toward adding the advertising money to its budget, but rejected the request to fund creation of a magazine.

It's the second time in less than a year that association leaders have asked the council for more money.

The council last fall approved a request from the association for an extra $41,000 for fiscal 2014-15. Executive Director Paula Barrington said about $15,000 of that already was used to enhance the downtown Christmas parade, launch a new ice festival and increase advertising for a Restaurant Week kickoff.

The remaining money will carry over into the new fiscal year, which includes two new events - a Last Call sidewalk sale in July and a Bike Wheaton festival in August.

The amount of money the association receives from a downtown tax increment financing district and special service area keeps decreasing, bringing its total funding from about $165,000 in 2014-15 to an estimated $154,000 this year.

Downtown Wheaton Association leaders say that will have a negative impact on their ability to continue promoting economic growth.

During a planning session Monday, Downtown Wheaton Association President Jim Mathieson said he doesn't view the additional funding as "a gift," but instead part of the city's strategic plan to better market what Wheaton has to offer.

"We're in a position to provide that service (marketing) to you," he said.

The council quickly rejected the $36,000 request for the magazine, even though association officials said it would be a one-time expenditure to get the hyperlocal publication off the ground.

"I think it's a great idea, and I'd like to see the businesses in town supporting it as opposed to taxpayers," said Councilman John Rutledge, who also said no to the $40,000.

Other council members encouraged the association to give the magazine a shot, without the extra funding.

The $40,000 request to expand advertising and social media reach, however, split the council.

Councilman Todd Scalzo reluctantly expressed his approval for it while urging the organization to find "a more permanent solution."

"I wanted last year to be the last time we had this discussion," he said.

Councilman Thor Saline, who serves on the association's board of directors, said he was torn, but ultimately agreed to the $40,000 request.

Councilman Phil Suess voiced strong opposition to both requests, saying it was "a disservice to everyone else in the community who needs funds."

"I think we need to look at this in the context of the broader community," he said. "It's one thing when the money is coming from the SSA. It's another thing when it's coming from the general fund, because that's money that could be spent on other things that may more directly impact the community."

"That's the problem in government," he said. "We've got to live within the money we have. I appreciate what they're doing, but I just don't think it's the right thing at this time to allocate additional money."

But Councilman John Prendiville, Councilwoman Liz Corry and Mayor Michael Gresk said they were impressed with the progress the association has made in the past few years and said they would like to see it continue to amp up marketing.