Survey says Elgin better than it used to be

More and more Elginites believe their city offers a good quality of life and is a better place than it was five years ago.

And in an effort to build on that progress - which was measured through chamber of commerce surveys - the city plans to spend $75,000 more for consulting work to continue boosting Elgin's image and market it for residents and visitors alike.

"It's a long-term process. This isn't a new program," said Mayor Ed Schock. "It's a long-term thing and marketing is effective. That's why businesses and cities do it, and we have a good story.

"We're making progress and we need to get that out because there are people whose impressions of Elgin was formed many, many years ago," Schock added. "That Elgin no longer exists. It's a better Elgin now."

So far, the city has spent $478,000 toward the first phase of the Enhancing Elgin project, which kicked off in 2002. Private firms contributed another $585,000, for a total of $1.1 million.

Results have been encouraging.

In a 2007 resident survey, 81 percent said they believe the city's image had improved over the last five years and 77 percent felt the city was a better place to live than in 2002. Also, 84 percent of people who responded to chamber business retention surveys said quality of life was "good" or "excellent" in 2006 compared to 49 percent in 2001.

Casino funds will be used to pay Oakbrook Terrace-based marketing firm Moveo Integrated Branding to perform a six-month study that would serve as the foundation for marketing over the next few years.

This work will build the foundation for a subsequent campaign, but funding for 2009 through 2013 has not been decided.

Tonya Hudson, executive director of the Downtown Neighborhood Association, who also served on a committee that helped select Moveo, said she is confident the firm can help Elgin take the next step forward.

"Community branding is really all about trying to even out the perception versus reality factor," Hudson said. "Specifically for downtown, in reality, there's a ton of change happening.

"It's not about a slogan," she added. "It's so much more than that. We have to get our community celebrating Elgin. That will have a ripple effect on communities around Elgin."