VILLA PARK – Capitalizing on the prestige of being ranked #28 for “Best Places to Live in the United States” by Money Magazine last month and eager to exploit a declining interest to “shop local” by their neighbors to the east, the Village Board of Villa Park approved a $50,000 budget last week for a new ad campaign titled “Villa Park is Money!” aimed in part at luring Elmhurst residents and their prolific spending habits across Route 83.
“We want to show Elmhurst that Villa Park has more to offer than Walmart and head shops,” said Village President Al Bulthuis, who rejected “Say ‘Yes’ to Villa Park” and “Park Your Ass in Villa Park” from the Economic Development Committee before selecting the new slogan that will be included in print and social media ads and on billboards near each portal separating the two towns. “If (Elmhurst residents) aren’t happy with their own options for local goods and services, then why not entice them to spend their money here in Villa Park?”
Acknowledging that radio advertising in out-of-state markets like St. Louis, Des Moines and Indianapolis has failed to garner a measurable number of visitors over the last few years, Bulthuis admitted that previous attempts to promote Villa Park as a destination spot by highlighting local businesses like The Dollar Tree and Brer Rabbitt Motel was “probably” a mistake.
“Not many people are going to travel more than 200 miles or so to visit Villa Park,” continued Bulthuis, who stated that the new ad campaign will instead feature local businesses that sell what Elmhurst residents are known to squander their money on. “They have a well-known love for food and alcohol, and we have plenty of options for them to choose from.”
One of the local businesses scheduled to be included on billboards is Mike’s Meat Market at 32 S. Villa Ave., a family-owned butcher shop praised for the quality of their gourmet meats, poultry, and fish. Long-time cashier Lindsay Weber said that targeting Elmhurst residents to increase business is a great idea, despite the distraction created by those who already shop there.
“We don’t get too many people from Elmhurst, but the ones who do shop here stand out like a sore thumb,” said Weber, who noted that people who ask numerous questions about the origin of products, display highly-visible defensive mannerisms, or have a look of disorientation if spoken to by another customer are usually from Elmhurst. “They have cash to burn though, so I’m pretty sure we’ll see more of them once Mike’s Meat Market is featured in the ads.”
In response to the new ad campaign, the City of Elmhurst has approved a 2% duty on all imports from Villa Park and will authorize border patrol agents along Route 83 to search vehicles and to document foreign purchases brought into the city.
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