We neglected one vital point with all that we exposed in the previous article, Pretending To Be Honest, Open and Transparent. There is another critical factor that will ensure GameOn 365 be the successful bidder that acquires the property at 715 Dobbs Ferry Road under the guise of an auction run by a third party. That point is simply advertising. How the property will be marketed and advertised will either increase the interest in purchasing the property or not.
As mentioned in our previous article, Ardsley's House of Sports offered the Town $3.5 million in cash and full remediation of all contamination for the former Frank's Nursery property at 715 Dobbs Ferry Road. But since they were not Mr Feiner's business of choice, and the newly formed GameOn 365 was, Mr Feiner fabricated a lie that the House of Sports offer was not a serious one. As Donald Scherer, CEO of House of Sports said numerous times, he is always serious when it comes to money. So, Mr Feiner again took it upon himself to intentionally inflict more financial pain to the Greenburgh taxpayers by refusing a valid and more substantial offer.
Reviewing the Frank's Marketing Budget v2, there appears to be line item disbursements listed detailing advertising in several print and online mediums. One example is the Journal News (1x3 ad) for $379; run three times for a total of $1,137. At face value it sounds good doesn't it? The problem with a 1" x3" ad in any paper or online is that it's the size of a mailing label and will not much exposure and review at all. If the Town were serious about advertising in the Journal News, they should be doing an ad that is three or four columns wide by 15". That is the size of an average story in the paper. While we're not trying to beef up ad sales for the Journal News, they are simply taking the money and running what will be the size of a classified ad. How much information can be put in this ad? Realistically, it will probably say: Property For Sale, 715 Dobbs Ferry Road, call 914-993-1500. If there's any room left, maybe they can add: Serious offers (from GameOn 365) only.
Other print media advertisements listed tout more of the 1"x3" advertisements as well. There are several more ads in the Journal News. One such ad is a color ad in the Real Estate section that is 2"x3.5" which is the size of a business card. How much information can realistically and correctly be included in an ad of this size and still be effective. It can't. There's a 2" x 3" Wednesday and Saturday combo ad in the Wall Street Journal that will cost us $1830 for three ads. There are several other 1"x3" ads that will be run in other papers for a substantial amount of money. As we've watched our tax dollars urinated away by Mr Feiner's other follies we now come to this auction. We will see a total of $25,938 spent on ads that will have little or no success because the methodology is flawed.
Our previous article discusses what's called a Stalking Horse and that allows the seller and bidder to engage in a sale without actually having to bid for the property. This is the slight of hand that Mr Feiner, the Town Board and the others will use to ensure GameOn 365 receive the property. When information about the GameOn 365 proposal was requested by the Freedom of Information Laws, the request was denied as was the appeal. If there is no proposal on file, why was GameOn 365's name the only one on the Retention Agreement posted on the Town's website. We wonder if they in fact could be considered as having submitted a serious offer since no paperwork is on file at Town Hall? House of Sports made a legitimate offer. Why weren't they included in the Retention Agreement?
Games are being played again by the Town Board and especially Mr Feiner with the former Frank's Nursery property and what will be done with it. When the games stop, maybe then we'll see A Better Greenburgh.
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