Advertising Cities: City Marketing

1. Survey Results A study of the potential and feasibility of the concept of city marketing Introduction: About Survey: Survey participants were presented with a piece of paper that posed the question: “What attracts you to move to a new city?” Listed beneath were five options—education, job opportunities, politics and governance, society and culture, and housing—that the participants had to rank on a scale of zero to ten. A score of zero would indicate that the respective option was negligible when considering moving to a new city, while a score of ten would denote that the option provides the strongest incentive to relocate. In addition, the survey contained a blank sixth field entitled “others” that participants could fill in with additional factors that they would weigh in when considering relocation, such as weather, spouse, family and friends. This is a research strategy to examine economic redevelopment in San Diego. Current research on economic redevelopment suggests that marketing tactics will generate a sense of brand identity, therefore commanding customers’ loyalty and achieving economic growth. Specifically, the study will rely on archival research and data gathered by surveying students on campus. Questions: Key Findings: Three fundamental problems: Do education and job opportunities attract people more in terms of making decision to move to new cities? What strategies does San Diego use to achieve its city competitiveness? How does the concept of advertising cities apply to and benefit San Diego? This proposal outlines a research strategy aimed at addressing these three problems. The majority of San Diego’s current marketing strategies are directed towards tourists “the 2009 Arts and Culture Economic and Community Impact Report which provides evidence that arts and cultural organizations are instrumental in making San Diego a vibrant city and helping build a competitive and creative edge” .One of the top 10 opera companies in the United States. .Museums .Amusement Parks The report found that “over 1.4 million visitors traveled to San Diego to participate in arts and cultural organizations funded by the Commission, pumping more than $750 million into the local economy” My survey results indicate that the same tactics that emphasize good weather and culture should also resonate strongly when directed towards potential residents. While tourism brings a large revenue flow, San Diego may be able to achieve an even greater revenue flow by attracting permanent residents. Advertising Cities: City Marketing Goal: The research will contribute to the literature on economic development and policy making, but it will also be shared with public sector in the hope that the studies will help improve San Diego’s competitive edge. Deion Lin Urban Studies and Planning University of California, San Diego