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HomeMy WebLinkAboutF-4f - Aviation CommitteeBY 3H£ C0 COMM CITY OF NEWPORT HAC►i NOV 13 1984 THE EASTBLUFF GROUP _ C- 4 g,y 2 crt9Ll - �,,��.,� �_7 October 31, 1984-`�� t, 1 t7 The Newport Beach City Council `'` sty 0 ne c/o Mr. Bob Wynn 3300 Newport Blvd. `- Newport Beach, CA 92663 Dear Councilmembers: It has come to our attention that proponents of the John Wayne Airport (JWA) expansion are actively engaging in an educational program designed to sway public opinion in favor of the Envi- ronmental Impact Report (EIR) for airport expansion now being reviewed by county staff. In response, we are proposing a public relations campaign that is designed to focus public attention on the inadequacies of the EIR and JWA in its current location. We are a full service political consulting and advertising firm specializing in candidate and issue campaigns. As you can see from the attached client list, we have been heavily involved in candidate and issue campaigns. Currently we are managing city council campaigns in Riverside and Orange Counties. Our past campaigns include the successful defeat of Proposition A in the June election. Future expansion of JWA hinges on the ability of airport opponents to unite in a common effort designed to neutralize the superior economic resources of the expansion proponents. The Eastbluff Group feels timing of media efforts is critical and must be maxi- mized during this period of heightened public awareness surrounding the expansion EIR proceedings. We feel you have a distinct advantage over expansion proponents in your ability to motivate and utilize existing grass roots Political Consulting • Government Relations • Public Relations 2005 West Balboa Boulevard, Suite 167, Newport Beach, CA 92663 (714) 720-91 10 Page Two organizations. Hence, organizational start-up time is mini- mized. We are prepared to coordinate these existing groups into an efficient and cost-effective organization. Conversely, the proponents must rely on a small cadre of individuals and businesses who are willing to communicate their message. In short, groups like Homeowners Associations and AWG present you with a distinct advantage when utilized properly to disseminate information. After extensive conversations with the local residents and air- port oponents, we believe public opinion in areas outside New- port Beach is key to shifting the focus of the voting population away from airport impacts on Newport Beach and onto designating an alternate airport site. It is no secret that the rank and file of Newport Beach oppose JWA. Research conducted by our firm in 1982 shows that 71% of all registered Newport Beach voters oppose the expansion of JWA. When expanding JWA is linked with the issue of growth and in- creased traffic in Newport, it becomes the most motivational issue facing the City Council. Therefore, a united body of pub- lic sentiment exists in Newport Beach and must be expanded throughout Orange County. We believe the entire county must be educated about the limita- tions of JWA in its current configuration. At this moment expansion proponents are leading the public opinion race. Un- doubtedly you have seen their initial propaganda brochure. It is very effective to the unaware layman. Our proposal is designed to make it in the best interest of the Board of Supervisors to reject the pending JWA expansion EIR. 1. Establish a non -Newport Beach based citizens committee to act as the publicly visible organization coordinating all activity. It should be given a positive name and be composed of business leaders and concerned citizens. 2. Establish a working speakers bureau that has a consis- tent body of facts. Page Three r 3. Form an "active letter to the editor" committee. 4. Design, draft and print an educational brochure dis- cussing and refuting the key assertions made by the airport expansion proponents. Specifically, the Community Airport Council's deceptive brochure is riddled with inaccuracies and must be addressed. 5. Expand upon the existing "Airport Business Leadership Committee" formed by the Airport Working Group. 6. Commission an in-depth research study testing the opinions of residents on this issue. As an aside, many are skeptical about the use of survey research. We believe when- ever there is a complex issue with a multitude of arguments, it is imperative that it be determined which argument is the most cutting. 7. We would encourage a direct mail campaign that allows constituents to voice their opinion in a questionnaire to be circulated. Pending response rates and quality of respondents, we would use this data to show a groundswell of support. Ques- tionnaires generate lists that can be used to cultivate future volunteers and active members. 8. The citizens group must engage in an active free media campaign. A successful public relations campaign will be based upon fre- quency of voter contact. The eight points we have outlined are designed to maximize voter contact. We do not believe newspaper or radio advertising is a cost-effective method of maximizing voter contact in Orange County. Orange County lies within the second largest media market in the nation and represents only 13% of that market. It would be a misuse of funds to buy into a market with such little return. Since no direct election on the issue is occurring, we can not focus our efforts to a specific day or onto an individual person. For example, it would be inappropriate to say that Supervisor X is the reason JWA is inadequate and must be defeated. However, the single most important goal of this program is to make it attractive for a county supervisor to oppose the expansion EIR. To be candid, we need three "no" votes on this issue. Historically, political support for expansion has been in the second, fourth and fifth supervisorial districts. We believe Page Four a countywide effort with an emphasis in these three districts will begin to force reconsideration via grass roots pressure. The Eastbluff Group is a local company already knowledgeable in the dynamics of JWA. It will require little time consumption and costly education to bring our firm up to speed. We await your direction on this matter. If you have any further questions or would like to discuss any ideas at greater length, please do not hesitate to contact us. Sincerely, THE EASTBLUFF GROUP Enclosures MARK HOWELL Very few can offer the education and practical experience analyzing demographic data as Mark Howell. His expertise in survey analysis and strategic planning has been utilized in over 25 campaigns from the local to Congressional level. The principal strategist in the recent 40 point defeat of Orange County's Proposition A, a campaign that was outspent 20 to 1, Mark brings to any campaign an ability to anticipate what the opposition will do and is able to formulate a tactical response. An expert in Federal Communications Commission rules and regulations, Mark also was responsible for acquiring over $150,000 in free television advertising time in the Proposition A campaign. A graduate of the prestigious Republican National Committee and National Conservative Political Action Committee campaign schools, Mark provides The Eastbluff Group with the Washington, D.C. contacts necessary in any winning campaign. DAVID ELLIS Every campaign must have an effective media program to be successful. At The Eastbluff Group, Dave Ellis is responsible for all creative work. A veteran of many statewide campaigns, Dave has handled media research and relations in a gubernatorial and Attorney General campaign. He was responsible for conceptualizing and drafting all mail and advertising in the overwhelming defeat of Orange County's Proposition A. Dave has also served Assemblywoman Carol Hallett and Senator 011ie Speraw in the capacity of legislative aide. His work in Sacramento provides our firm with contacts and an issue base that has proved to be an asset to the firm. A graduate of the SR/ARPAC school of campaign management, Dave also has a theoretical campaign background. THE EASTBLUFF GROUP FORMER CAMPAIGNS AND CLIENTS Senator 011ie Speraw Former Assemblywoman Carol Hallett Assemblywoman Marian LaFollette Assembly Minority Consultants Mike Curb for Governor George Nicholson for Attorney General Supervisor Walt Abraham, Riverside County Loa Young, Saddleback Valley Unified School District Bill Kohler, Saddleback Valley Unified School District Consumer Affairs Institute Citizens Against Unfair Taxation Orange County Motor Car Dealers Association Orange County "NO on A" Campaign Costa Mesa Mayor Donn Hall Charles Markel for Costa Mesa City Council John Erskine for Huntington Beach City Council Lew Hull for Corona City Council Lew Overholt for Anaheim Mayor Political Consulting • Government Relations • Public Relations 2005 West Balboa Boulevard, Suite 167, Newport Beach, CA 92663 (714) 720-9110