(Atlantic, Iowa) – During a meeting of the Atlantic City Council Wednesday evening, City Administrator John Lund wanted to get an idea of what the Council thinks about renewing the City’s agreement with “The Retail Coach,” as the contract is set to expire. Renewing the contract for a second year, would cost $20,000.

The $20,000 price tag that comes with the renewal, was the result of conversations between Councilman Gerald Brink and The Retail Coach Project Director Austin Farmer, who is working with  the Chamber and the City as a consultant to conduct market research and development to further high-impact retail recruitment and development strategies. Last year, the first-year of the program, cost $30,000.

Brink said Farmer told him that it “normally takes two-years to see some success.” He said the main issue the City faces right now, is a lack of location for certain business.

Councilman Pat McCurdy said “The Retail Coach’” price tag could easily be offset by the introduction of a new employer.

John Lund says “very concrete and specific things are being discussed and worked-on,” and, while he’s not at liberty to say what client or clients may be inclined to locate their business in Atlantic, he doesn’t feel the City is being “Strung along,” just to get more money from “The Retail Coach.”

Lund says value of “The Retail Coach” comes from an extensive collection of data that the City would pay much more for if it was gathered by other means.

There was no formal action on renewing the agreement Wednesday. Instead, renewal of the contract will take place by a vote at a near future Council meeting, and then signed by Mayor Grace Garrett.