Los Gatos Weekly-Times

LGDA's position is no laughing matter

By Dale Bryant

Mike Jacobi, owner of Jacobi Creative, has worked as a radio host, a retail promoter, a standup comedian and a writer for Jay Leno. But try as he might to put a humorous spin on it, the new president of the Los Gatos Downtown Association says the precarious situation the LGDA finds itself in is no joke.

Jacobi's ties to Los Gatos are through Willow Street Wood-Fired Pizza, where, as creative director, he handles promotions and advertising and serves as a community liaison.

"What I bring to the position of president of the LGDA is a strong background in retail promotion," Jacobi said. Among the feathers in his cap: He co-founded the Palo Alto Jazz Festival and orchestrated the "Worth the Hassle" campaign that encouraged people to be patient with the San Jose Redevelopment Agency during its long and disruptive transit mall construction.

Jacobi suggested the following campaign theme for the LGDA's fight for survival: "This time, we're serious."

Since the town cut off funding for the organization, whose mission is to support and promote downtown business, the organization has put together a membership drive on which it will sink or swim.

"Frankly, I think it's ludicrous for Los Gatos not to have a downtown association," Jacobi said. "And the sad thing is that once this thing goes down, it'll be a long time before it would be re-established."

Although councilmembers re-cently asked the question that everyone seems to be asking lately--who's supposed to be cleaning the sidewalks downtown?--members of the LGDA have cleaned sidewalks in the past and are intent on making downtown sidewalks clean again, just as soon as the organization is back on its feet financially. "It may not seem like a big thing to clean the sidewalks and initiate a newspaper rack policy or to keep planters weeded," Jacobi said, "but at least as long as we have a downtown association, someone is working on it."

The purpose of the organization, the new president said, is to bring business downtown. But a healthy downtown isn't just a benefit for those who own businesses in the area. "Commerce is in the interest of the greater community," he said. "Right now, Los Gatos is basking in the glow of its reputation, but some people are blinded by that glow. And the problem is, the light is going to go out."

Jacobi said Los Gatos needs to be concerned about the effort other communities have put into attracting visitors to their downtowns. "You're only as good as you say you are," Jacobi said, referring to an old advertising adage, "and telling people how good we are is one of the major functions of the LGDA."

The LGDA has organized its membership drive with block captains who currently are contacting prospective members. "There's been a perception that the LGDA is an old buddy system," Jacobi said. "The last thing we need is an elite group. What we're doing is a real grass-roots campaign, and, if it succeeds, the LGDA will be a very viable organization."

Jacobi replaced SuEllen Sterling as president of the LGDA. Bob Deschamps of Pro Signs and Susan Contino of the Toll House are the association's vice presidents.