Gurnee using public money for business-boosting campaign

Gurnee Mayor Kristina Kovarik says she's hopeful a marketing and advertising campaign costing $60,000 in public money will increase sales at village businesses, therefore leading to more tax revenue.

Kovarik, speaking at a nonvoting village board committee meeting Monday night, said the "Gurnee's Got It!" effort will launch Sept. 20 and run through Dec. 10. She said the campaign will include ads on cable television, local newspapers, radio, websites and social media.

Village government, the Gurnee Park District and the Lake County Convention and Visitors Bureau each chipped in $20,000 for the campaign, Kovarik said. Robin Malpass & Associates, with offices in downstate Ottawa and Chicago, has been hired for the job.

Gurnee businesses have received letters alerting them to the campaign, which is to include a chance for them to post money-saving coupons on a website for free. Village Trustee Michael Jacobs said it'll be key to get as many businesses aboard as possible.

"Essentially, you're leading a horse to water," Jacobs said. "Hopefully, they'll drink."

Projections show Gurnee's main income source - sales tax - will drop to $14.9 million, the lowest since the 2000-01 budget. That prognostication was for the 2010-11 fiscal year budget that began May 1 and runs through April 30.

Sales tax revenue has dipped by nearly $2 million over the past two years. Gurnee has been funded mostly by state and municipal sales tax since September 2000.

Gurnee doesn't levy a property tax.

Kovarik said a 1 percent boost in sales tax revenue would mean it was worth spending the $60,000 in public money on the "Gurnee's Got It!" marketing and advertising campaign that will target residents within a 15-mile radius.

"Whatever (consumers') residual is for spending, they are absolutely going to make sure they get the most choices and the best value," Kovarik said. "That alone right there positions Gurnee, which really should be their number-one choice for spending or for shopping or dining. We want them to spend their dollar here."

Kovarik said she and village trustee Cheryl Ross have been working on the business campaign for about the past year. She was particularly excited about the tagline "Gurnee's Got It!" for the promotional effort over "The Community of Opportunity," which is the village's official slogan.

"It's three really, like, simple words, but I thought it really had a lot of sizzle," Kovarik said. "It describes us and plays off nicely from 'The Community of Opportunity.' It's easy to remember. It's catchy."