LAST CALL: Texas sheds light on CA energy woes

Plano, TX wants to be the light at the end of the tunnel for energy-starved California hi-tech companies. So the affluent Dallas suburb struck while the iron was hot (and the radiators were cold) with an advertising and PR effort aimed at Silicon Valley.

Plano's Economic Development Board took out a half-page ad in the San Jose Mercury News on Super Bowl Sunday letting businesses know it had put a candle in the window for them, even though the light switches still work just fine in Texas.

The ads, produced with PR firm Dally, billed Plano as 'an alternative source of energy for California companies' and played up its technology infrastructure, favorable tax laws, strong work force and low housing costs.

The stunt got healthy coverage in the Dallas/Fort Worth media, but no calls from California had come in by early the next morning. Blame it on the Super Bowl, the time difference, or the fact that a few other cities may have had the same idea.

Or maybe those poor, shivering souls on the West Coast just didn't have enough light to read the paper and dial the phone.

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