The new head of the Orange Residents and Ratepayers Association, Amanda Spalding, is seeking $50,000 of ratepayers' money for a retail marketing campaign.
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The project, called Hearts for Orange, would promote non-hospitality-based retail businesses in Orange in several ways including television advertising, a home improvement expo and a fashion week.
Ms Spalding has written to Orange City Council in her capacity as executive officer of Hearts for Orange.
There are risks around council's image and reputation in this matter.
- Orange City Council report
In her letter Ms Spalding said about $100,000 would be needed to cover "wages and expenses" for the promotions and she was seeking $50,000 from council to be matched dollar for dollar by retailers.
She said Hearts for Orange had the expertise to run the marketing campaign but it needed "to be funded by someone else or self-funded by retailers".
However, a staff report to council, which will consider the request on Tuesday night, recommends it be rejected on grounds including a lack of information and risks to the council.
"The request for $50,000 offers no method of measurement for the success of this investment nor does it indicate how this money will be spent. The letter does not provide any measurement of outcomes from the previous advertising campaign, only inputs," the report said.
"There are risks around council's image and reputation in this matter."
The staff report said Hearts for Orange was not a legal entity and the request was deemed to have come from its operator Regional Life Group Pty Ltd.
"Regional Life Group Pty Ltd publications have at times been highly critical of council activities and initiatives. Following a submission from Hearts for Orange last year that was declined at an operational level an email was circulated to businesses questioning council's commitment to the retail sector."
The council report said council was already undertaking a range of promotional projects and it recommended council should host a retail business forum.
The report said more information about the funding of a previous Hearts for Orange campaign would be needed.
"While the letter asserts that $75,000-$80,000 has been spent to run the promotions the author only lists $39,000 in expenditure."
Ms Spalding said she acknowledged council had run promotions to boost businesses but more was needed.
"All these council initiatives have some 'passive' marketing value but nowhere near as much as mainstream media advertising," she said.
Ms Spalding said it was a "sad indictment" that council, Orange360, the Orange Business Chamber and "other media" had not supported the previous Hearts for Orange campaign.
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