A recent study by the University of California at Berkley found that economic developers sometimes do not market your community in the most efficient way possible even though they are aware of the best method. Eric Simundza of UC Berkley summarizes, “"The most surprising finding wasn't that economic developers generally have a strong grasp on what are effective marketing methods, which they do. The surprise was that even with this knowledge, they don't spend their marketing budgets accordingly."
It is no secret that some developers have different plans for your community than you do. While community leaders are more worried with the longevity and profitability of a retailer within their city, developers have been known to recruit the “easiest” business rather than the “best” one. While every town needs pawn shops, tanning places and nail salons, it is important to find the right kind of retailers and not over saturate the market so your community doesn’t end up with an empty shopping center because the right retail mix was not recruited.
The article goes on to emphasize the importance of utilizing modern technology to hone your retail recruitment efforts in to an easily executable plan. City officials need to be involved in the retail recruitment process, because nobody knows more about your city than you do.