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Council backs continued funding for WeHo Loves Locals gift card program and Rainbow District marketing; flags funds for next budget
Summary
Council approved staff recommendations to continue the WeHo Loves Locals gift card program (staff said it injected $531,000 into the local economy) and to maintain Rainbow District initiatives, and directed staff to include funding proposals in the next two‑year budget.
City staff asked the council to continue two economic development efforts — the WeHo Loves Locals citywide gift card program and the one‑year Rainbow District marketing and activation program — and the council voted unanimously to approve the recommendations and flag funding for the next two‑year budget cycle.
Business development manager Paulo Casperdet said the gift‑card program has directed $531,000 into the local economy through cards issued under the program and that staff sought council direction on funding levels going forward. Staff also summarized Rainbow District activities during its first year, including marketing work, special events and a newly launched social media presence.
Council members discussed survey response rates and the need to target funding toward the most effective contractors and platforms. Council member Meister asked staff how many businesses received the Rainbow District survey; staff said they sent the survey to about 50 businesses and received 18 responses. Vice Mayor Heng and others praised Lucky Break PR’s social media work and JJLA’s activations while flagging the need to continue measuring performance.
The council approved staff recommendations and directed that proposed funding levels be included in the upcoming budget study session. Councilmembers also suggested creative activations (crosswalks, drop‑off zones, murals) and emphasized coordinating public safety and business engagement as foot traffic increases in the district.
