Slogan’s translation is business unity

Costa Mesa Chamber of Commerce President Ed Fawcett is hoping shopping will bring people together, no matter what language they speak.

He’s reviving an old promotional campaign with the slogan “Costa Mesa, a great place to shop,” but this time the posters bearing the slogan will be in Spanish as well as English.

The original campaign was used about a decade ago as a way to remind people that the city receives the benefits of their sales tax dollars.

Now, divisive political issues such as local enforcement of immigration laws have business owners feeling at odds with each other and parts of the community.

In February immigration rights activist Nativo Lopez threatened a boycott of local businesses that didn’t speak out against the council’s immigration plan. The boycott fizzled, but some in the business community resented the attempt to force them to choose sides.

Fawcett wants to heal that breach.

“It was a nice, quiet promotion, and I thought it was a good time to resurrect that,” he said. “I want to show some unity among the businesses in Costa Mesa. Ethnic status does not divide the business community.”

The promotion is voluntary, so businesses that want the posters can display them in whichever language they choose. The original campaign included free refrigerator magnets and TV spots to explain why people should buy locally, and the new campaign may have similar elements.

City Councilwoman Katrina Foley said she’s on board, and other city officials may be as well. Foley wants the city to work with the chamber and other business groups to promote the city’s small businesses, partly to reverse a drop in commerce some Westside businesses have recently seen.

Some business owners who complained of a loss of customers said it’s because the city’s Latino community is afraid police will ask for their documents if they go out to shop or do other business.

“I would like to see us do something positive to try to promote business in all parts of the city, but certainly in the parts where they’re seeing a drop in business and they perceive it as due to actions by the city,” Foley said.