Council OKs Publicity Campaign to Promote Electric Utility

The City Council has authorized a $150,000 advertising campaign to promote the city’s electric utility, about two months after council members approved rate increases of 11% or more.

The $150,000 budget will pay for a public relations firm, Jim Cox Advertising, to market the city-owned utility in preparation for 2002, when private firms will compete to serve Pasadena customers. Council members approved a rate increase in November to help pay off the city’s utility debt so it can compete in 2002.

City officials had asked for as much as $350,000 to promote the utility using billboards and other advertisements but council members decided on a lesser amount.

Councilwoman Ann-Marie Villicana cast the lone opposing vote. She contended that customers have no other options at present so there is little point to the marketing.

Villicana has said she would like to reverse the utility increase and may seek residents’ support for a ballot initiative to overturn the council-approved rate increase.