The City Council, joining eight other San Gabriel Valley cities, voted Tuesday to spend $5,000 to participate in a regional marketing study to promote a better image for the valley. Officials have complained that developers planning new businesses often shun the San Gabriel Valley in favor of the Inland Empire, the San Fernando Valley and Orange County.
The program was undertaken after West Covina approached 11 of the 23 cities bounded by the Pomona Freeway, the San Gabriel Mountains, the Long Beach Freeway and the Foothill and Orange freeways. Thus far, Alhambra, El Monte, Irwindale, Monterey Park, West Covina, Baldwin Park, Duarte, Monrovia and Azusa have joined. Pasadena, Covina, Glendora and San Dimas have declined for various reasons.
Although Azusa was not part of the original group approached by West Covina, City Administrator Julio Fuentes said he has been told that the late entry will be welcomed.
"I haven't talked to anyone from West Covina, but my understanding is we are welcome to join. We're certainly eager to participate in any program" to upgrade the area's image, Fuentes said.