Recognition Has Its Rewards

The Long Islander (NYC Market Area)
July 19, 2001

The economic benefits of being recognized by the All America City Program are entirely evident to applicants. In a 1998 survey of recent All-America City winners and finalists, 68% of award winners said winning made some to large impact on business moving into the city, 64% cited conventions coming to the community, 80% pointed to an increase in the number of tourist to area, 44% noted an effect on the number of government grants to the community, 40% said winning had a positive effect on property values, and 48% cited an improvement in the community's unemployment rate.

Several comments made by those surveyed also illustrate the effect of being recognized by the All America City Program can have on a community:

The economic development group says it's worth $2 million in free advertising. Numerous leads and contacts were made.

• We think from an image standpoint it puts us above -the other municipalities in our county. And we get national recognition. We can promote it on stationary and web pages when we're trying to attract local businesses.
• The outreach people from the Chamber mention it when they recruit businesses. It's a marketing tool to promote the community.

Past award winners have used the All America City designation as a means to help revitalize their community's economic health by enticing new businesses to their locale. Tupelo, MI, a two-time winner, used its award winning status to recruit three Fortune 500 industries. In South St. Paul, MN, the award helped undo a negative image as the community collaboratively raised funds to develop a riverfront entertainment area.

Greeley, CO used the award to give the community a more competitive edge in attracting business. Couer d'Alene, ID, saw a tremendous economic turnaround after receiving the award, having been "discovered" due in a large part to the publicity received from the All America City Award. In the three years following selection, Couer d'Alene successfully relocated 30 companies and brought more than 800 jobs to the area.

Toledo, OH another 1998 award winner has recognized the tremendous marketing possibilities presented by the All America City Award designation. "We have been marketing it like crazy," said Mark A. V'Soske, President of the Toledo Area Chamber of Commerce. "We developed a department solely dedicated to marketing and exposing the win." The community of Santa Maria, California capitalized on its All America City status by extensively marketing the designation. Tim Ness, City Manager of Santa Maria, explained, "There are several [local] businesses that have dedicated to use the manual and market the designation. At this point we have received a very positive response."