LAGUNA NIGUEL : City Supports Drive for Local Shopping

A campaign to persuade residents to shop locally began this week with a citywide mailing of a shopping guide, the Chamber of Commerce told council members on Tuesday.

The glossy, 56-page publication will be in every Laguna Niguel home by the weekend to kick off “Shop Laguna Niguel,” chamber officials said.

The booklet lists more than 300 Laguna Niguel businesses, from appliance sales outlets to video rental stores. Merchants are listed alphabetically and by service. Also included is a map showing the locations of Laguna Niguel shopping centers.

“We needed to show the importance of shopping at home,” said Chamber President Mary Kluver. “Between $300 million and $400 million in goods were purchased outside the city by our residents last year.”

Sales tax revenue pays for such city services as law enforcement, provided under contract with Sheriff’s Department.

As an added incentive to shop locally, the chamber will give away almost $10,000 in goods and services to one grand prize winner. Participants must get 18 validations from participating stores to enter the contest.

The chamber will also promote the campaign through newspaper and cable television advertisements, as well as installing banners in every shopping center in town.

The price tag for the “Shop Laguna Niguel” program is $100,000, including a $35,000 contribution from the city. More than 80 merchants are paying the balance of costs.

Council members indicated they were pleased with the chamber’s efforts.

“We’re hoping this generates a lot of spending in Laguna Niguel,” said Mayor Mark Goodman.