Ads Aim to Lure Shoppers Downtown

Hoping to lure wary shoppers downtown during this period of heavy construction, Ventura redevelopment staff members and a team of merchants have put together a television advertising blitz promoting downtown.

Between now and early next year the city will spend about $12,000 to air more than 3,400 30-second spots on CNN, ESPN, Lifetime, USA, A&E; and VH1.

According to Tim O’Neil, president of the Downtown Ventura Assn., the ads show a collage of shots--views of the pier, visitors frolicking in the waves, children playing in the California Plaza fountain and Venturans munching down at the Thursday night barbecue.

Several downtown merchants temporarily lost up to 50% of their business when the city put in new sidewalks and palm trees several years ago.

This year looks to be another tough one for retailers, as a new 500-space downtown parking garage is constructed and numerous buildings along Main Street are torn down to make way for a new 10-screen Century Cinema.

But the city has agreed to work with the merchants this time around with its new promotional campaign.

The $12,000 television ad campaign is just part of $70,000 set aside to advertise downtown in the tough months ahead.

The parking structure rising from the ground at the corner of Santa Clara and California streets should be completed by March. The theater and retail complex on the north side of the 500 block of Main Street should be finished by next June.