With the economy going bust, the city's Economic Development Division felt a need to launch a marketing campaign to help Sunnyvale businesses. The campaign encourages residents to patronize Sunnyvale businesses; their doing so would ultimately result in residents getting more services, says City Economic Development Manager Karen Davis.

"We found that some residents don't understand that by shopping in Sunnyvale the sales tax comes back to keep their streets clean, to trim their trees and to support the public safety department," says Connie Verceles, city retail and hospitality manager.

Davis says the campaign, dubbed "Sunnyvale Supports Business," was launched in late 2002 to increase the awareness of Sunnyvale residents about how important the business community is for the city's economy.

"We have to let them know that the business community contributes 60 to 70 percent of the city's revenues that go to the general budget fund," Davis says.

Farin Shafer, owner of Hair Factory in the Hacienda Center on El Camino Real, says, "With this recession, I have seen a lot of drop in our business." She says her business depends a lot on walk-ins and tourists but that that has declined since the economic downturn.

Shafer says the marketing campaign is a good idea. "You could always try shopping in the neighborhood first," she says. "If you don't find anything here, then you can shop elsewhere."

As part of "Sunnyvale Supports Business," the city also launched an advertising campaign to highlight the importance of local businesses and developed business-specific tools to encourage growth.

The city has published a kit that includes a complete reference guide to business resources, key contact listings and other useful information for building a successful business in Sunnyvale.

The city is also trying to help businesses obtain permits, licenses, and information about developing properties and operating businesses in Sunnyvale through a One-Stop Permit Center. The main purpose of the center is to fast-track permit and license applications and get rid of the bureaucracy, Davis says.

Another focus of the campaign is maintaining a quality business climate in Sunnyvale so that businesses feel appreciated and want to be here, Davis says.

The campaign is getting mixed reviews.

Nelle Gartner, owner of the Kiss it Good-Buy gift shop on Murphy Street, feels the city is not doing enough to promote its businesses.

Gartner says there are not enough signs on the streets to direct people to the historic downtown and Murphy Street. She has asked the city to put proper signage on main intersections but to no avail.

"The city manager replied back, saying they had a focus group to determine whether extra signage should be put up, and they came to the conclusion that the city does not have the budget to allocate money for signage," Gartner says. "They have money for focus groups but not for signage."

Business has been worse than ever for the past few months, and daytime business is almost zero on Murphy Street, says Gartner, who has been there since 1998.

"They are driving people away with parking restrictions and lack of signage," she says.

Gartner says if things continue this way, she might consider moving her shop from Sunnyvale.

On the other hand, Gary Lind, general manager of Hotel Four Points by Sheraton in Sunnyvale, says there have been some encouraging signs in the past four months. He says the hotel has seen a 17 percent jump in occupied rooms in July 2003 over the same time last year. Four Points has been working in collaboration with the city of Sunnyvale to increase business in the area by having links to local establishments on their website, Lind says.

Lind says he gives "high marks" to the city for the services it has been providing.

"We are very pleased with the city and have had no deterioration in its services," he says.

Suzi Blackman, president of the Sunnyvale Chamber of Commerce, says she has not seen any positive effects of the marketing campaign.

"None of my businesses have come to me and said that it's great that this thing is helping us out," Blackman says.