Agoura Hills encourages residents to 'buy local'

The city of Agoura Hills wants to help shop owners stay in business during the nation's economic crisis by encouraging residents to "buy local."

"Everybody's hurting," Councilmember John Edelston said. "It's why we suspended the rules on banner signs and waived permit fees—to help businesses attract more customers."

The Agoura Hills City Council temporarily suspended its sign ordinance in November allowing businesses to display a wider range of advertising banners. They also waived the $66 banner permit fee. The relaxed rules expired today.

Edelston and Councilmember Bill Koehler serve on the city's Economic Committee, which convened a business task force with nine local business owners in January 2008.

Last year the city surveyed business owners to determine what they needed to stay viable during the state and national economic downslide. Council members then visited retail businesses in the city, inviting owners to participate in the Buy Local program and finding out how the economy is affecting profits.

All businesses registered in the city receive the benefits of the program regardless of whether they hang a promotional sign in their window, said Nathan Hamburger, assistant city manager. Besides the Buy Local signs posted in storefront windows and on light poles throughout the city, a business directory has been created on the city's website, www.ci.agourahills.ca.us.

The Buy Local program is included in the business registration fee, which at $35 is low compared to other municipalities, Hamburger said.

When purchases are made within city boundaries, Agoura Hills receives 1 percent of the taxable sale. Sales tax is a primary source of revenue for the city—24 percent of Agoura Hills' budget is derived from it. Of the $11.6 million in the general fund budget for fiscal year 2008-09, $2.8 million comes from sales tax.

Sales tax revenues help pay for services such as public safety, street repairs, and senior and youth programs.

"Where you buy gas, groceries and gifts does make a difference," the website states.

"I'm glad that the city, via the task force, did some outreach on the business community," said Mayor Denis Weber. "I know I get a lot of feedback about the supposedly nonbusiness-friendly attitude in the city . . . but I personally went with three different members of the task force to three different centers, and the response was so good and the remarks very candid."

New business development

The City Council has taken other steps to bolster businesses during the economic downturn. Council members approved a contract in December with the Buxton Company, a Texasbased consulting firm that helps cities retain existing businesses while attracting new ones.

Edelston said Buxton will serve as an "intermediary" and provide databases that will examine the city's socioeconomic standing and identify what retail areas are served or underserved.

"This process helps define what makes Agoura Hills distinctive and valuable from a retailer's perspective," Hamburger said in a written report to council members. "Once a community profile is created, describing the retail shoppers in our trade area, it is utilized to match potential retailers and restaurants to Agoura Hills' market potential."

The Buxton Company will provide existing businesses with information about their customer base, which helps them target their marketing efforts more efficiently.

Developers can contract for additional analysis through the firm.

Weber plans to conduct round tables this year to help boost local business. He said the city will involve different segments of the business community to focus on what "we do right and how we can do better."

"I think that while it is important to be sensitive and responsive to the business community it must start from the moment a resident, retailer, developer walks into city hall asking for help, direction, etc." Weber said. "We need to have a 'walk-a-mile in my shoes' attitude."