GARDEN GROVE : Residents Urged to Holiday Shop in City

Hoping to boost Garden Grove’s lagging sales-tax revenue, the city and the Chamber of Commerce are jointly sponsoring a campaign urging residents to do their Christmas shopping in town.

The program, called Buy in Garden Grove, or BIGG, offers an incentive to consumers who shop at 81 participating city stores.

“The goal is to increase business in Garden Grove and to, of course, keep the tax dollars here, which helps businesses and residents,” said Sharon Sunda, president of the Garden Grove Chamber of Commerce.

Any shopper who turns in copies of $500 in receipts from taxable items purchased this month at participating stores is eligible for a $500 shopping spree.

Like many cities, Garden Grove has urged residents to spend money in town, but this is the first year it has launched an aggressive marketing campaign. The city has spent nearly $13,000 for radio and television ads and to pay a consultant to come up with a logo and the ads. Some of the money came from fees of $25 for participating individual businesses and $250 for shopping centers.

“This is the first year we’ve really gone out and campaigned,” said John Bushman, senior administrative analyst for the city. “We’re not certain how much money it will raise, but considering the economy, anything it brings in will be good.”

The city receives 1 cent on the dollar in sales tax, traditionally its largest source of revenue. Last year, sales tax added $13 million to city coffers, down from $13.4 million the previous year.

Anticipated sales tax revenue this year was $13.7 million, but Michael Fenderson, deputy city manager for administrative services, said revenue thus far has fallen about $1 million short of that estimate.

With a $5.6-million deficit projected in the city’s $46-million budget for fiscal year 1991-92, the tax dollars are desperately needed, he said.

Bushman said the campaign is likely to continue even after the holiday shopping season.

“We’re trying to educate the residents to shop here,” Bushman said. “We will include this slogan in our water billing and recreational brochure.”

Although geared toward Garden Grove residents, the contest for the shopping spree is not limited to them.

To be eligible for the shopping spree, send copies of receipts to the Chamber of Commerce, 11400 Stanford Ave., Garden Grove, 92640. The drawing will be Dec. 3.

For details, call City Hall at (714) 741-5280.