PITTSBURG -- Pointing to a need for synergy, business owners in the city's Old Town are forming an association to promote businesses and help sponsor entertainment events in the redeveloped area.
The effort comes immediately after the City Council slashed the events and marketing budgets for the downtown district by about two-thirds, from $317,000 to $145,000, and laid off two contractors who led the efforts.
Sponsors hope to bring together businesses, the Chamber of Commerce and the city to raise money to do more promotion and produce new events, said Adrian Badger, owner of Steeltown Coffee and Tea on Railroad Avenue.
It will also give the business community more control over the marketing, he said.
"We want to continue the momentum, and one of the things we still have a challenge with is combating Pittsburg's old image," Badger said. "People don't know how nice Pittsburg is now."
The city is ready to help so long as large cash investments aren't required, said assistant City Manager Garrett Evans.
"We don't have $160,000 (for marketing) like we did last year," Evans said. "We're looking at providing in-kind support or cross-promoting with other activities."
Badger said the coalition will try to build on the city-sponsored car shows and pops concerts during the summer by sponsoring its own wine tasting, cycling events and other promotions.
Sponsors also plan to develop and publicize a new website to promote Old Town businesses and events and advertise the available commercial space to outside businesses.
"We're trying to recruit retail store and restaurant owners to our campaign, but we're also approaching professionals, like attorneys and accountants, about what we're doing," Badger said.
Glenda Barnhart, co-owner of East Bay Bikes, said she was impressed with the city's effort to convince her that Old Town is the place to be.
The Oakland-based cycling equipment and repair business opened a shop on Railroad Avenue on May 5.
The city gave Barnhart a limousine tour of Pittsburg and she noticed the strides it has made in making its streets bicycle-friendly.
"The positive promotion of the Old Town and the businesses in Old Town, as well as the fact that this area needed a good bike shop, convinced us to come," Barnhart said.
With Pittsburg making cuts, Barnhart agrees that business needs to fill the gap by developing a marketing plan and "planning events and activities that are going to drive business here."
"At some point you want to control your own destiny (anyway)," she said. "You want to have some influence over how the money is going to be spent."
Contact Rick Radin at 925-779-7166.