Iglewood Case Study Marketing Plan

1. Introduction
1.1 History Located southwest of downtown Los Angeles, Inglewood lies within Los Angeles County, California. Its vibrant history began in 1834 when Ignacio Machado, son of one of the soldiers protecting the first settlers of Los Angeles, built Cantilena Adobe, which is situated on Rancho Agape de la Cantilena (City History). After multiple additions and owners through the years, Rancho Agape de la Cantinela was later bought by Daniel Freeman in 1885 for a total of $140,000 (Hindman 258). Under his tutelage, the settlement of Inglewood emerged; eventually, the area grew exponentially more once the railroad station had been built. As a result, the starting population of 300 residents steadily increased to a booming 1,200

Similarly, another significant population change within Inglewood took place during the 1960s, where a large number of the African American population began to live along its eastern borders (Waddingham 59). Additionally, the Hispanic population increased up to 134% percent since 1980 (Rae-Dupree 1). Both African American and Hispanic communities chose to reside in Inglewood because of its inland location, thereby making it much more affordable compared to other areas (and desirable for their pockets). Because of the migration of these two communities, the White population “dropped from nearly 21 percent in 1980 to 8.5 percent in 1990” (Rae-Dupree 2). This pattern of white flight steadily continued as the White population declined from 4% to 2.9% in 2010 [Figure 1 here]. Currently, the majority of the population in Inglewood is Hispanic, which increased from 46% to 51% between 2000 and

During this era of positivity and development, the hustle and bustle of Inglewood attracted large crowds, eventually leading to its status as the sports capital of Southern California. Inglewood reaped in enormous benefits and prestige as they played host to the Lakers basketball team and the Kings hockey team. Unfortunately, this sensational reputation had faded over time; but, a silver lining was