What’s the first thing that comes to mind when you think East Los Angeles? Maybe something stereotypical like cheap carne asada tacos or mariachi music?
How about fine dining and cultural attractions? Or fishing? If community boosters are successful, East L.A.’s image could be in for a change.
“People think of East L.A. as taggers and gang bangers, but there’s a lot more to it,” said Greg Mills, chief executive of Ambient Solutions, a West Covina communications agency that has developed a campaign to promote the community as a regional tourist and shopping attraction.
The EastLAWorks campaign started two years ago under the leadership – and with the financial support – of Los Angeles County Supervisor Gloria Molina. The idea grew out of an effort to help merchants who directly suffered from the construction of the Metro Gold Line, the light-rail system that was extended from downtown to beyond the East Los Angeles Civic Center.
Now, with the Gold Line open, the campaign has broadened into bringing out-of-town shoppers to the area. A series of broadcast and print spots were launched in January targeting consumers farther east in Montebello and Monterey Park who have quick access to East Los Angeles on the light-rail line.
The campaign utilized Spanish-language media, notably KAZA-TV (Channel 54), radio stations KLVE-FM (107.5) and KSCA-FM (101.9), and the daily newspaper Hoy. Plans are to expand the campaign to cities along the northern prong of the Gold Line, including Pasadena, Duarte and Arcadia.
In addition to advertising, EastLAWorks includes a Web site with online coupons, outdoor events and a weekly video cooking segment on the Hoy Web site featuring chefs from East L.A. restaurants.
Local attractions include a celebration of the Aztec new year featuring traditional dance troupes, a Dia de los Muertos celebration, and a farmers market with produce and Mexican handicrafts.
As for that fishing? Belvedere Lake, located in the Civic Center complex, is stocked with catfish, and fishing contests are held in June and September.
