My side of the line
Shop Claremont campaign

By Rebecca JamesCourie
Editor-in-Chief

The “Shop Claremont” campaign that made its whirlwind debut during the holiday season has been met with mixed reviews. Some folks said they loved the cable advertisements while others felt they were sexist. If you weren’t among the many to see them, the ads ranged from a funny sign-waving character to a gal wearing stilettos. Personally, I thought they were funny and edgy – but that’s me.

I was at the first meeting that more than 50 people attended when they kicked off the campaign and I was really excited about it. Finally Claremont was collectively marketing itself without having fragmented marketing efforts spurt up like small geysers that slowly fizzled out. The only thing I really questioned was the fact that this campaign was being financially sponsored by the city of Claremont, the Claremont Chamber of Commerce and some private donors. This meant that the businesses did not have a financial investment in it. If something does not have a value placed on it (usually financial) then it becomes insignificant, and, true to form, some businesses did not extend their hours during this campaign as requested.

At the recent meeting, close to 20 business members gave their input about the campaign and I was pleased to hear that the majority felt we should continue and help fund it with a “pay to play” investment. One fellow from the Tasty Bagel said “You can’t complain if you don’t invest.” Another fellow from the Jax Bicycle Center agreed and was willing to make an investment as well.

Truly this gives one hope, for we could look at the campaign with critical eyes, but we can also look at it as a measuring tool – a spring board that can launch a better campaign.

We need to take the blinders off and look at Claremont with new eyes – from the point of view that a visitors and convention bureau would have. Now with such fine amenities as the DoubleTree Hotel, Casa 425 and others, folks can make Claremont their destination for business trips. Folks can fly into the Ontario Airport, shuttle over to Claremont, take the Metrolink to Los Angeles (for their business meeting) and leave their spouse and kids to enjoy the Gardens, the museums, the Village and the Village Expansion. Then, have a nice evening having dinner, catching a show or going to the movies. If they have an extended stay, there are plenty of specialty markets that can fill their refrigerators with epicurean delights.

I encourage folks to step up to the plate and be a part of this campaign to collectively market Claremont as a destination location. We all play an integral role in making Claremont successful and your voice is important. As a cohesive unit, Claremont can continue to ride the waves of success brought on by Huell Howser, the San Francisco Chronicle and being No. 5 on the “Best Place to Live” list. Now is the time to act. Be a player.