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Article: Pico Rivera launching a campaign to lure retailers.
- Article from:
- Los Angeles Business Journal
- Article date:
- March 29, 1999
- Author:
CopyrightCOPYRIGHT 1999 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Pico Rivera has had a tough time selling its heavily Latino population to name-brand retailers.
Any number of national clothing, electronics and restaurant chains have snubbed the community, say city officials, because prospects were uncertain about operating in a city where the population is 83 percent Latino.
"They saw that the (income) data was good. But because they had never opened a store before in a minority market, they didn't want to take the risk," said City Manager Dennis Courtemarche.
Now, the stakes are so high that Pico Rivera has launched an aggressive marketing campaign to change the way retailers perceive this city of 62,000.
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