Dec 10, 2008

Making the case to SHOP LOCALBy Jeff McDonaldBendBulletin.com

“Keep it Local. Keep it Real. Keep it Downtown.”

That’s the new tag line in a marketing campaign that the Bend Downtown Business Association hopes will attract more shoppers and their dollars this holiday season.

Redmond also is aiming to capture locals by putting money into shoppers’ hands that can go directly into downtown business owners’ pockets.

Bend’s new $10,000 TV, radio, Web and print ad campaign, which launches throughout Central Oregon today, is a shift from advertising efforts geared toward out-of-towners in Portland and the Willamette Valley, said Chuck Arnold, executive director for the downtown association.

“Some businesses are really teetering right now,” Arnold said. “They really need strong holiday shopping to go on.”

A tourism slowdown hasn’t helped. Bend has experienced an 8.1 percent drop in room-tax collections since July 1 compared with the same period in 2007, according to data from Visit Bend, which promotes tourism for the city.

Room taxes are considered the most accurate indicator of the health of the tourism economy.

Fewer tourists, combined with a national recession that has curtailed spending, has retailers feeling the pinch, Arnold said.

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