Rohnert Park launches marketing effort to attract visitors, new businesses

“Whatever happens in Rohnert Park stays in Rohnert Park?”

Probably not - and Las Vegas has already claimed that slogan for its own marketing efforts.

But the city closest to the North Bay’s largest casino is now looking for help with a branding campaign to attract visitors and new businesses as it continues to climb back to economic health.

“The Friendly City” is spending up to $60,000 to get the word out about its proximity to entertainment venues such as the Graton Resort and Casino and the Green Music Center. For companies looking to expand, Rohnert Park wants to be known as a city open for business.

“We’re not Healdsburg or Sonoma,” said Don Schwartz, assistant city manager. “We’re something different.”

Rohnert Park has been actively courting businesses since 2011 when the recession claimed a significant chunk of the city’s tax base. Dozens of city positions were cut and 2,500 private sector jobs left town. Staring down a $6 million budget deficit, the city streamlined the permitting process for new businesses as it began to fill vacant commercial and industrial space.

Stopping the slide, the city last year passed its first budget in a decade sets aside revenue for a reserve fund. Now city officials would like to tout their success.

“Our first priority was to get our city in order, and we’ve done that,” said Councilman Joe Callinan. “Make it a business-friendly city. Make it where people want to come to town. We’ve done that. We got our house in order. This is kind of the next step for us.”

The city hopes to have a contract with a marketing consultant in place by June. The consultant would help Rohnert Park craft its message and get it out through advertising, press and social media, City Manager Darren Jenkins said.

There could also be opportunities to partner with other marketing groups, including Sonoma County Tourism and the business promotion venture Sonoma County BEST, Jenkins said.

“We really don’t know anything about marketing,” Jenkins said. “Let’s get an outside expert.”

Councilwoman Pam Stafford said Rohnert Park, without an iconic building or landmark, has had trouble with branding in the past.

“You see the Golden Gate Bridge and you think of San Francisco,” she said. “But what are you going to do for Rohnert Park that makes people automatically think of Rohnert Park?”

City leaders discussed the marketing strategy at a council meeting last week. A staff report on the plan made no mention of the 14-month-old casino, owned by the Federated Indians of the Graton Rancheria less than a half mile from Rohnert Park’s western boundary. It is a glaring omission, Councilwoman Gina Belforte said, adding that the casino could be a partner in the city’s marketing effort.

“One of the big gorillas that we’re missing is the casino,” she said. “I mean, talk about masters of marketing and branding.”

You can reach Staff ?Writer Matt Brown at 521-5206 or matt.brown@pressdem?ocrat.com. On Twitter @MattBrownPD.