City of Long Beach, California

About This Project

The Pulse Group has completed two major economic development strategic planning projects for the City of Long Beach, including one undertaken to build the brand image and stature of the City’s golf course operations and another involving strategic planning for the City’s Office of Special Events and Filming aimed at drawing more television and feature filming activity to the City. As part of our work, we conducted detailed market analyses focused on identifying opportunities and constraints related to destination development for golf and film, including examining the public policy and marketing activities of other similar destinations, such as Seattle, Denver, Chicago, Miami and Austin. In addition, we developed comprehensive outreach programs involving personal interviews, focus groups, policy workshops and survey research. During both projects over 75 personal interviews were conducted with elected officials, departmental staff representing a wide range of City services, business group representatives, neighborhood group representatives and event promoters/producers. Beyond completion of the personal interviews, more than 500 intercept interviews were conducted with City residents and non-residents and about 12 community forums were organized and facilitated. A number of strategic/community planning options and public policy innovations were recommended as part of our work that were adopted by the City in the form organizational changes, public improvements and ordinances.