Longview representatives took a new tool with them when they headed to the International Council of Shopping Centers' annual spring convention, which is today through Wednesday in Las Vegas.

That new tool is the equivalent of a "rifle approach" instead of a "shotgun approach" to attracting new retailers to Longview.

That's the comparison that Richard King, territory business manager for the CommunityID Division of retail research company Buxton, made of the report his company developed for Longview. The report, which matched the types of consumers in Longview with prospective retailers, will help this city focus its efforts during the convention.

The convention is known as the place where shopping center owners, retailers and their representatives, developers and other people connect with communities seeking to bring businesses to their area. Longview representatives make the trip each year, armed with information about the city and available sites.

"The main purpose of our information we give them is really opening the doors up for them, and opening up the doors to the right retailers," King said. "I call it the rifle approach versus a shotgun approach."