LAS VEGAS — Talk about kicking a neighbor while he’s down: Nevada is spending $250,000 for an ad campaign that compares California legislators to talking chimps and tells business owners they can “kiss their assets goodbye” if they stay put.
It’s the latest salvo in a generally friendly rivalry that’s taken on a harder edge with both states among the recession’s hardest-hit areas and desperately fighting to stay afloat — California recently had to issue more than $1 billion in IOUs to survive a prolonged budget crisis while trying to slash a $26.3 billion debt.
Nevada leaders paint their clever but biting campaign — aimed at California business owners considering a move — as simply a matter of helping the Silver State fight high unemployment and diversify an economy heavily dependent on struggling casinos and tourism.
The Metro Denver Economic Development Corp. launched a similar marketing campaign in February to persuade California companies to expand in Colorado. The group ran ads in several papers and sent valentines to top executives at 500 California companies.
Nevada business advocates are pitting their state’s low taxes against rising worker’s compensation rates and fears of bankruptcy in California.
But there is clearly a certain amount of grim glee at getting under the skin of their Golden State counterparts. Las Vegas Mayor Oscar Goodman said he can’t wait for the new ads and a chance to needle California leaders about picking off companies and jobs.
“It’s going to drive them bonkers,” Goodman said. “We’re going to crush them.”
He and others say they want to erect one billboard outside California’s state Capitol building in Sacramento.
The Nevada Development Authority, a nonprofit that recruits businesses, is funding the radio, TV and print ads.
Somer Hollingsworth, president of the development authority, said Nevada is hoping to stand out among the 49 states trying to get Californians to flee.
“Everyone’s trying to pull companies out because . . . they really smell blood,” he said.
The ads have the attention of business promoters at the California Chamber of Commerce, who say Nevada needs the campaign because it is hurting too.
“I would match California’s higher-education system and quality of life against theirs any day,” said Allan Zaremberg, the chamber’s president and chief executive.
