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REDWOOD CITY EL CAMINO REAL CORRIDOR PLAN <br />SECTION 2.3 <br />MARKETING <br />CONTEXT <br />There are many existing businesses along the Corridor. <br />Some are in clusters, well known and marketed, others may <br />struggle for various reasons. Unlike Downtown, which is a <br />compact area and seen as a unique destination, the EI Cami- <br />no Real Corridor is linear and spread out; generally, people <br />do not associate businesses on one end with the other—or <br />even those that are across the street from one another. <br />WHY PROACTIVELY MARKET EL <br />CAMINO REAL BUSINESSES? <br />Businesses benefit from greater visibility and awareness. Not <br />every individual business has the resources or time to market <br />on their own and instead rely on general visibility and word <br />of mouth, but all can benefit from a coordinated effort with <br />assistance from the City and business organizations. <br />EI Camino Real lacks an organized advocacy group, like <br />the Redwood City Downtown Business Group, to promote <br />and support businesses. While numerous businesses on <br />the Corridor may belong to the Redwood City Chamber of <br />Commerce, this organization's activities are citywide and not <br />focused on EI Camino Real in particular. <br />38 <br />a <br />oc <br />a <br />Many cities use unique signage and branding to promote places, businesses and events. <br />a) <br />aD <br />cD <br />M <br />V <br />