Zoning laws are typically one of the least exciting aspects of city government.

But the fight over a potential rezoning of the Southtown Shopping Center in Bloomington got downright spicy last week when an industry trade group sponsored a robocall campaign that deluged City Hall with hundreds of calls against the city’s plan.

“In our view, city staff was not listening,” said Scott Lambert, executive vice president of the Minnesota Auto Dealers Association (MADA), which paid for the campaign.

For the past year, commercial property owners in and around Southtown have fought Bloomington’s plan to rezone the area for a “new urbanist” feel, with sidewalks, taller buildings and a mix of residential, retail and office use.

Among the most aggressive have been the Luther Cos. and Lupient Automotive Group, which have auto dealerships in the area. MADA launched the campaign on their behalf, sending out robocalls that connected residents to City Hall at the push of a button.

Lambert said he doesn’t see the lobbying as aggressive.

“I think the city has been aggressive,” he said. “I think the property owners have been robust in defending their property rights. I would say that citizens were not well-informed on what they were up to.

“We have every right, and still do, to get our story out.”

Glen Markegard, Bloomington’s planning manager, told the City Council last week that the robocall campaign was spreading “misinformation” about the city’s plans.

Mark Bernhardson, Bloomington’s city manager, said he doubted that the canned calls would have an impact on the city’s decision.

“I don’t think it was perhaps as beneficial as those who sponsored it had hoped,” he said. “I suppose one could think that it was a little disingenuous. I don’t think it helped.”

But when the City Council finished discussing the issue at its most recent meeting, members agreed to consider amending the rezoning proposal to meet some of the dealers’ concerns.