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• Special Events/Promotions. Special events and promotions are not only god <br />methods to encourage community participation. but also effective tools to sh.O% case <br />the community to prospective businesses and residents. A regionally attractive feature <br />that San Leandro can promote is its waterfront. The City should look for opportunities <br />to host an event or events at the San Leandro Marina that provide regional exposure. <br />With recent investments in public facilities at the Marina. and substantial private <br />investments pending. the City should seek to maximize the economic development <br />value of the Marina. Potential events might include: <br />-sailing regattas <br />-4th of July fireworks shows <br />-water sports expos <br />-inventive boat races (e.g.. bathtub races, pedal -powered boats) <br />-sports events <br />-musical events <br />Such events would be an excellent means of publicizing the City's bavfront location and <br />water recreation opportunities offered by the Marina. Both of these features are assets <br />from a residential and commercial attraction standpoint. but regional awareness of these <br />amenities is probabiv lacking at this time. <br />Roles and Responsibilities. City Economic Development staff should take the lead in <br />coordinating the marketing program. with contract assistance as appropriate for the public <br />relations function and in preparing marketing materials. <br />Priority: HIGH <br />Costs and Sources of Funding. Currently. the CitV*s expenditures for public relations and <br />marketing is quite small, with direct expenditures of less than 515.000420.000 per year. <br />A more concerted marketing effort. which would be necessary in order to generate the <br />desired results. would require additional expenditures. At this time. San Leandro is <br />probable spending relatively little on marketing in comparison to maw, communities of <br />similar size. Many communities earmark a portion of transient occupancy tax recei <br />support marketing programs. pts to <br />If the City is to become actively involved in promoting events at the Marina. it is likely <br />that additional staff resources will be required. In order to mitigate this need to some <br />degree. the City should explore opportunities for private promoters to organize events. with <br />vendors. exhibitors. sponsors, and sales proceeds paying for event costs. The City could <br />provide the site. and cooperate with event planning and promotions. Opportunities for <br />funding City -sponsored events could include seeking corporate sponsorships from local <br />consumer -oriented companies. Co -sponsoring events with charitable organizations (who <br />72 <br />v lj1 <br />