Community Relations and Support Building Program for New Store in Covina, CA

In early November 2001, IKEA approached Consensus Planning Group (CPG) for help in securing approvals for their proposed project in Covina, CA.  IKEA had purchased an abandoned Montgomery Wards site in June 2001, and was proposing to demolish the existing building and convert it into a state-of-the-art, 300,000-foot  prototype store.  In order to meet a target opening date of August 2003, IKEA needed to earn project approvals and begin demolition and construction no later than March of 2002.

"The aggressive timeline was a challenge" said Julie Gertler, president of Consensus Planning Group, "but we were confident that our proven grassroots methodology would be successful in helping IKEA to gain community and elected support for this project." 

By the second week of November, IKEA and Consensus Planning Group were knocking on doors, talking to neighbors, business people and elected officials. "We wanted to give community members the opportunity to offer some input into the IKEA project," stated Gertler.  "In January we hosted a community open house attended by more than 120 Covina residents.  The open house provided an opportunity for neighbors to interact with the project team, ask questions, learn about IKEA, see project renderings, and to comment on key project issues such as traffic improvements and design."

Meetings were held in the homes of the neighbors closest to the site to ensure that their issues were heard and dealt with by IKEA.  The City of Covina's Planning Commissioners and City Council members publicly commended IKEA on its outreach efforts. Planning Commissioner Bill Mason stated "I cannot recall a business that has gone as far as this business has gone." 

With encouragement from CPG, the Covina City Council received scores of letters and email from Covina residents voicing their support for the project. Twenty six people spoke in favor of the project at the Planning Commission and City Council hearings.  Also, Consensus Planning Group conducted an aggressive media relations program that garnered a regular series of newspaper articles about the project and its wide-ranging benefits to the community.  Stories were written about the significant tax base revenue IKEA would bring to an ailing City of Covina budget, as well as stories detailing the widespread support IKEA enjoyed among Covina residents.  In addition, numerous letters of support for the project appeared in the local newspaper, and books -- twice the size of a city phone book -- were submitted to the city containing the names of more than 1,000 project supporters..

On February 19, 2002 IKEA won unanimous City Council support for the project.  IKEA was able to meet its aggressive goals and CPG was proud to help.