California's 'Missing Bear' Relocating To Nevada For Lower Costs

Nevada's latest tongue-in-cheek marketing campaign to lure California businesses features a missing California Grizzly Bear and 'California happy cows'.

2 minute read

January 29, 2006, 9:00 AM PST

By Chris Steins @planetizen


"Silver State officials this week launched an advertising campaign in several California cities, their latest attempt to hijack California companies weary of the state's high insurance, utility and tax costs.

Nevada's latest ads - running in newspapers with links to similarly themed Web sites - play off the ink-and-a-nod notion that even the bear on California's state flag has skedaddled across the border to Nevada. Oversized outdoor ads will be draped on downtown buildings in Los Angeles, Sacramento, San Francisco and San Diego."

From the Nevada Commission on Economic Development press release:

"With California's high cost of doing business and the nation's most expensive workers' compensation rates -- even the recognizable California Grizzly Bear and Happy California cows have left their home state for Nevada’s thriving business climate. The tongue-in-cheek reappearance of these famous California icons in Nevada is part of The campaign titled "Missing," which will be fully launched in four California cities on January 30, 2006, features the California state flag with an outline of the missing bear and a happy California cow missing from a farm only to be found in Nevada. The bear and cows migration east to Nevada is symbolic of the continuing trend of companies from the Golden State relocating to Nevada due to California’s high cost of doing business. In Fiscal Year 2005, Nevada reported 28 California companies relocated to the Silver State.

The campaign includes oversized wallscapes, print ads, web casts, promotional flyers -- even a ferry boat in the San Diego harbor that was wrapped with the campaign. Nevada economic development officials targeted the campaign in Los Angeles, Sacramento, San Diego and San Francisco -- cities historically representing primary feeder markets for Nevada.

Thanks to Rufus Jeffris

Thursday, January 26, 2006 in The Mercury News

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 2, 2025 - Diana Ionescu

Aerial view of town of Wailuku in Maui, Hawaii with mountains in background against cloudy sunset sky.

Maui's Vacation Rental Debate Turns Ugly

Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

July 1, 2025 - Honolulu Civil Beat

White and purple sign for Slow Street in San Francisco, California with people crossing crosswalk.

San Francisco Suspends Traffic Calming Amidst Record Deaths

Citing “a challenging fiscal landscape,” the city will cease the program on the heels of 42 traffic deaths, including 24 pedestrians.

July 1, 2025 - KQED

Google street view of red brick multi-story power plant building in Pittsburgh, PA.

Defunct Pittsburgh Power Plant to Become Residential Tower

A decommissioned steam heat plant will be redeveloped into almost 100 affordable housing units.

July 4 - Pittsburgh Post-Gazette

Cyclist on protected bike lane in middle of street in Washington D.C. with Washington Monument obelisk visible in background.

Trump Prompts Restructuring of Transportation Research Board in “Unprecedented Overreach”

The TRB has eliminated more than half of its committees including those focused on climate, equity, and cities.

July 4 - Streetsblog USA

Blue and silver Amtrak train at small station.

Amtrak Rolls Out New Orleans to Alabama “Mardi Gras” Train

The new service will operate morning and evening departures between Mobile and New Orleans.

July 3 - New Orleans City Business