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HomeMy WebLinkAboutAgenda Packet 2004/03/25 I declare under penalty of perjury that I am employed by the City of Chula Vista in the CITY OF CHULA iK~ the City Clerk and that I posted this ADJOURNED REGULAA MEETING ~ia~$m~ðfed according to AGENDA Dated 1/h/otf Signed ~o ~ March 25, 2004 4:00 P.M. Chula Vista Police Department Headquarters Community Meeting Room 315 Fourth Avenue CALL TO ORDER ROLL CALL: Councilmembers: Davis, McCann, Rindone, Salas, and Mayor Padilla 1. PRIORITIZATION OF FUNDING FOR PROJECTS IN THE JOBS HOUSING BALANCE INCENTIVE GRANT PROGRAM On June 25, 2003, the City of Chula Vista received a commitment of grant funds in the amount of $1,662,831 rrom the California Department of Housing and Community Department under the Jobs Housing Balance Incentive Grant Program (JHBP). Funding for JHBP is made available pursuant to Proposition 46, the Housing and Emergency Shelter Trust Fund of 2002. Grant funds must be used for capital asset projects such as parks, public facilities and inrrastructure improvements that serve to provide public benefit. On January 6, 2004, Council adopted a resolution authorizing the execution of a grant agreement to secure the JHBP Grant and requested that a workshop be held to prioritize the funding ofprojects listed in the agreement. (Community Development) 2. PRESENTATION OF RECOMMENDATIONS THE IMAGE CAMPAIGN FINDINGS AND In May 2003, as part of the City's image enhancement efforts, The Right Question, LLC was contracted to help the City develop a messaging and strategic platform for a marketing campaign. This effort included developing a discussion guide, and conducting 27 one-on-one and 2 group interviews resulting in a total of 40 respondents. The respondents were comprised of both City employees and non-City employees. The Final Positioning Report, prepared by The Right Question LLC, includes an analysis of the information collected, and recommendations for a comprehensive marketing program. Ms. Stoorza-Gill of The Right Question, LLC will present her final report and recommendations. (Community Development) ORAL COMMUNICATIONS ADJOURNMENT to an Adjourned Regular Meeting with the Board of Port Commissioners on March 30, 2004, at 4:00 p.m., in the Council Chambers, and thence to the Regular Meeting of April 6, 2004 at 4:00 p.m. in the Council Chambers. COMPLIANCE WITH AMERICANS WITH DISABILITIES ACT The City of Chula Vista, in complying with the Americans with Disabilities Act (ADA), requests individuals who may need special accommodation to access, attend and/or participate in a City meeting, activity or service to contact Diana Vargas at (619) 691-5101 for specific information on existing resources or programs that may be available for such accommodation. Please call at least forty-eight hours in advance for meetings and five days in advance for schedule services and activities. California Relay Service is avai1able for the hearing impaired. JoBs-HOUSING BALANCE INCENTIVE GRANT PROGRAM WORKSHOP INFORMATION MEMORANDUM TO: VIA: FROM: SUBJECT: The Honorable Mayor p;q City Council Members David D. Rowlands, Jr.~~ Manager /- ,1 t t-/1Â.. laurie Madigan, Director of Community Develop;n:{«' '1 Jobs-Housing Balance Incentive Grant - Project Prioritization Workshop-March 25,2004 DATE: March 18, 2004 BACKGROUND On June 25, 2003, the City of Chula Vista received a commitment of grant funds in the amount of $1,662,831 from the California Department of Housing and Community Development under the Jobs Housing Balance Incentive Grant Program (JHBP). Funding for JHBP is made available pursuant to Proposition 46, the Housing and Emergency Shelter Trust Fund of 2002. Grant funds must be used for capital asset projects such as parks, public facilities and infrastructure improvements that serve to provide public benefit. On January 6, 2004, City Council approved a resolution authorizing the execution of a grant agreement to secure the JHBP Grant and requested that a workshop be held to prioritize the projects listed in the agreement. DISCUSSION As part of the first statewide allocation of funds authorized by Proposition 46, the City of Chula Vista was awarded $1,662,831 from the JHBP. This was one of the highest allocation of JHBP funds in the State of California. The purpose of this grant is to reward cities and counties that increase their issuance of residential building permits and proactively plan to meet the housing needs of their workforce. Funds were awarded based on increases in housing supply relative to county-level employment demand. The City of Chula Vista application ranked very high since the production level of new residential units exceeded the annual regional average and because the City has made significant progress at maintaining a positive jobs/housing balance. Proposed use of grant funds include the following types of projects which are subject to Council approval and/or amendment. The grant funds can be used for one or a combination of these projects in conjunction with other financing resources. They are not listed in any order of priority. a) Acquire vacant land in the northwestern part of the city to develop open space/park/recreational/sports facility and/or development of such facility. 1--1 Jobs Housing Balance Incentive Program - Prioritization Workshop March 18, 2004 Page 2 of 2 b) Construct street and sidewalk improvements in the western section of the city including the removal and replacement of deteriorated curbs, gutters, sidewalks and driveways. Acquire land within the southwestern section of the city for open space/recreational use. Conduct streetscape improvements within the southwestern section of the city, including landscaping, irrigation and public art within the public right of way. Purchase a fully equipped graffiti abatement vehicle to be used as part of a citywide proactive graffiti eradication program. c) d) e) The JHBP Grant provides an opportunity for the City to address the revitalization needs of the western section of the city. The funds can be allocated for one project or may be leveraged with other funding sources thereby increasing overall benefits to the community. Funds can be dispersed in one lump sum or in increments as long as they are committed by June 30, 2004 and spent by June 30, 2006. RECOMMENDATION 11 is recommended that City Council prioritize the projects listed, but not specify the amount of funding for each project in order to retain the greatest flexibility for future allocation of funds. J,\COMMDEV\STAFF.REP\O3-23-04\Job, Hou,ing Balance Incentive Grant Worbhop.doc I/" J-- City of Chula Vista Final Positioning Report WideSight Positioning, Messaging and Marketing Program Recommendations Presented by: The Right Question LLC ... .... ..... .... ..... .... .... . . Agenda ... .... ..... .... ..... .... .... . . . Project Overview . Analysis of Research . WideSight Recommendations . Positioning . Messag i ng . Marketing Programs WideSlght... Beyond Intuition The Right Question LLC Page 2 Project Overview: Positioning and Messaging ... .... ..... .... ..... .... .... . . . The public positions you, not the reverse: your "position" is comprised of opinions held by the influencers in your market . A positioning goal serves as a goal for what you WANT people to think about the City and drives messaging and, subsequently marketing programs . A positioning goal is intended to be an internal document; specific words are not as important as agreement on content and intent . Messaging is a set of guidelines with the specific words to be used in ALL departments WideSight...8eyond Intuition The Right Question LLC Page 3 Marketing takes a team-all communications to all audiences are part of "marketing" Individual Businesses WideSight...Beyond intuition The Right Question LLC IIMarketing is NOT a department" --Selling the Invisible, Harry Beckwith ... .... ..... .... ..... .... .... . . Page4 Everyone must be trained in messaging ... .... ..... .... ..... .... .... . . . It is critical that all audiences receive consistent messages . All audiences can eventually be ambassadors . Key audiences to market to within San Diego County include: . Residents . Families . Creative Class members . Medium and Large Businesses . By using consistent messages, even those audiences not targeted by marketing programs are receiving marketing messages WideSight...Beyond Intuition The Right Question LLC Page 5 WideSight Goals and Description ... .... ..... .... ..... .... .... . . . The Right Question LLC was contracted to help the City develop a messaging and strategic platform for a marketing campaign . Qualitative, anonymous interviews were conducted . 27 one-on-one and 2 group interviews resulting in 40 total respondents . Interviews explored current perceptions of the City (positive and negative) and ideas for enhancement and about the future . This report provides an analysis of the information collected, implications and recommendations from the audiences that will impact the City's future WideSight...Beyond intuition The Right Question LLC Page 6 Why Qualitative Research? ... .... ..... .... ..... .... .... . . . Format allows interviewer to "probe" beyond the discussion guide . By-product of interviews is goodwill generated with interviewees . Some statements may be factually incorrect, but perception is reality "Personal involvement and partiality are trademarks of qualitative research. The researcher becomes the instrument, interpreting through empathetic understanding of consumer revelations." I "We don't measure, we interpret." , -Shay Sayre, PhD, "Qualitative Methods for Marketplace Research" WideSight... Beyond Intuition The Right Question LLC Page 7 Respondents INTERNAL BRT Group (8) Alex Alagha, Senior Civil Engineer Bryan Ducote, Principal C.D. Specialist Cheryl Dye, Economic Dev. Mgr. Maria Kachadoorian, Director, Finance David Palmer, Deputy City Manager Brad Remp, Asst. Director of Building Rod Reinhart, Dir., Development and Strategic Planning Chris Salomone, Western Dev. Mgr One-on-one (8) Steve Padilla, Mayor Patty Davis, Council Member Laurie Madigan, Director, Community Development John McCann, Council Member Liz Pursell, Director of Communications Jerry Rindon, Council Member David Rowlands, City Manager Mary Salas, Council Member WideSight...Beyond Intuition EXTERNAL One-on-one (19) Pat Aguilar, Crossroads" Kenneth Baumgartner, McMillin Mary Jo Buettner, So. Bay Community Svc, Michael Burgess, Chula Vista Star News Kurt Chilcott, Small Business Finance Cary Colwell, Scripps Foundation Greg Cox, County Supervisor Vincent Ferrer, McMillin Ian Gill, Highland Partnership Ralph Hicks, Port of San Diego Jose (Pepe) LaRoque, Baker McKenzie Richard Manary, BF Goodrich Alan Nevin, MarketPointe Realty Advisors Bill Ostrem, EastLake Joe Panetta, BioCom San Diego Jim Pieri, MountainWest Real Estate Bil Tunstall Rita Vandergaw, Port of San Diego Julie Meier Wright, San Diego Co. EDC The Right Question LLC ... .... ..... .... ..... .... .... . . Group (5) Jack Blakely, Downtown Business Assoc. Lisa Cohen, Chamber of Commerce Melody Gonzales, ConventionNisitors' B. Charles Moore, South County EDC Doug Perkins, South County EDC Page 8 . . ....... ....... ........ ....... '" ..s::: (.) r- ea CD tn CD a:: 'I- 0 tn -- tn ~ - ea t: <C Opinion leaders' perceptions of Chula Vista suggest the City is at a perceptual "tipping point" ... .... ..... .... ..... .... .... . . . They accurately describe Chula Vista as a transitional, emerging City . Often mentioned descriptors included opportunity, making progress, planning for future, growing, close to Mexico . Many described Chula Vista as a bedroom community . Some said it had a "small town feel" and was family oriented . Several said they thought the City had high crime . These respondents feel they have a more informed perception of the City, underestimating "others'" opinions . They project that others view the City as Hispanic, far away from SO, poor schools, nicknamed Chulajuana, high crime, blue collar, runaway growth . Only one respondent thought that his view was largely the same as that of outsiders . This data suggest that the City is at the cusp of a perceptual breakthrough if it capitalizes on the opportunity WideSight... Beyond Intuition The Right Question LLC Page 10 City staff members are Chula Vista's biggest cheerleaders, and its toughest critics ... .... ..... .... ..... .... .... . . . City staff has a rosier forecast for the City's future than non-City respondents, but also have a darker view of outside perceptions than may be accurate . There are issues identified and negative perceptions, but those outside City staff were not as tough on the City as staff respondents . City staff has a very realistic view of the issues that the City faces . City staff and elected officials are more likely to describe Chula Vista as family-oriented, friendly, and with a small town feel . These positive traits are rarely echoed by non-City interviewees, so do not appear to be well-known outside the City WldeSight...Beyond Intuition The Right Question LLC Page 11 City staff is cited-both inside and outside the City-as one of the City's greatest attributes ... .... ..... .... ..... .... .... . . . Elected officials are recognized as progressive, youthful, business-friendly and coming from long-time Chula Vista families . Some were said to be third generation, therefore having intense civic pride and being protectors of the City's future . City staff is also cited as being business-friendly, professional and creative . The respondents who represented special interest groups remained positive about elected officials and staff, in spite of opposition to specific policies or plans . Few respondents felt that the city didn't meet their business needs well, but that was cited several times . One felt that if a business isn't a preferred" business, like tech, the City doesn't demonstrate any commitment to it, even if the business is a large taxpayer WideSight...Beyond Intuition The Right Question LLC Page 12 Diversity of population is consistently cited as a positive and outstanding characteristic of the City ... .... ..... .... ..... .... .... . . "We don't really care about diversity all that much in America, even though we talk about it a great deal. Maybe somewhere in this country there is a truly diverse neighborhood.... But I have never been to or heard of that neighborhood. Instead, what I have seen all around the country is people making strenuous efforts to group themselves with people who are basically like themselves." - David Brooks, Atlantic Monthly "People Like Us," September 2003 . City staff and some residents name "diversity" as one of the most positive things about Chula Vista . Only those within the City underscore that "diversity" includes much more than the Hispanic residents, including populations of Filipinos, Japanese and others . Many reported with great pride that Chula Vista has no "barrios" or "culture cliques," rather, that mixed races live side by side in a variety of neighborhoods in the City WideSlght...Beyond Intuition The Right Question LLC Page 13 Chula Vista's diversity could be a major asset in building the city Chula Vista desires ... .... ..... .... ..... .... .... . . "What set Silicon Valley apart was not just Stanford University or the warm climate. It was that the place was open to and supportive of the creative, the different and the downright weird... these places were open, diverse and culturally creative first. Then they became technologically creative and subsequently gave rise to new high-tech firms and industries." ".. . members of the Creative Class are diverse across the dimensions of age, ethnicity and race, marital status and sexual preferences. An effective people climate needs to emphasize openness and diversity, and to help reinforce low barriers to entry." --The Rise of the Creative Class, Richard Florida WideSight... Beyond Intuition The Right Question LLC Page 14 Proximity to the Mexican border is cited as both a positive and negative trait ... .... ..... .... ..... .... .... . . . Proximity to the border is understood to contribute to the City's healthy economy, boosting retail sales, housing sales and contributing to the "diversity" of the City . Proximity is also cited as contributing to traffic congestion and crime. . . Some felt there is great potential in capitalizing more upon the cross border environment, but don't feel anything is being done in this regard WideSight...Beyond Intuition The Right Question LLC Page 15 Most respondents report a more positive perception of the City than 2.3 years ago ... .... ..... .... ..... .... .... . . . Many noted that when people who aren't closely tied to Chula Vista were given tours they said "I had no idea!" . Specific reasons for perception change include growth (noted as a positive), progressiveness of the City and impressions of City staff and the job they do . . Those who registered no change in perception were those who work very closely with the City and feel they know it very well and have for several years-they already have a positive perception . No respondents indicated that their perception was negative and has not improved . No respondents had a worse perception than several years ago WideSight...Beyond Intuition The Right Question LLC Page 16 Lack of citizen and business leadership emerged as "new" on the list of Chula Vista's "problems" ... .... ..... .... ..... .... .... . . . There is a fundamental lack of private leadership among businesspeople in Chula Vista . Particularly noteworthy was the lack of ties to or knowledge of the Mexican business people in Tijuana and Mexican business people in Chula Vista . The Hispanic Chamber garnered several positive comments, while several saw room for improvement in the Chula Vista Chamber . A Chamber leadership training program was mentioned by one respondent, but others had scant knowledge of the program . Most other City issues identified were those consistently recognized by City staff . Primarily mentioned were: lack of entertainment, culture, gathering places, shopping, restaurants and hotels, image and identity . Other frequently mentioned issues were crime, traffic, lack of high paying jobs, the need for comprehensive plans for the bay front and between the bay front and EastLake WideSight...Beyond Intuition The Right Question LLC Page 17 Respondents feel the City has an identity crisis . Chula Vista is seen as two distinct cities: East and West . Respondents see nothing unique for which the City is known and many saw this as a missed opportunity and a problem . Respondents do, however, list assets they believe are "unknown" outside of Chula Vista, including: . Diversity of the population . Trail system . Olympic Training Center . Nature Center (breeding work) . Family orientation and small town feel . Beautiful ocean front property . Most affordable housing in San Diego County WideSight...Beyond Intuition The Right Question LLC ... .... ..... .... ..... .... .... . . Page 18 News coverage outside of Chula Vista skews toward crime and other negative angles ... .... ..... .... ..... .... .... . . . Union Tribune coverage tends toward negative angles on Chula Vista . There is a recurring theme of Chula Vista's growth overwhelming its infrastructure . Crime not reported in Chula Vista's own paper is reported with splashy headlines . More recent coverage more balance, with some human interest stories and coverage of community events . Other regional papers offer little coverage, and the coverage provided is neutral or negative, with a focus on growth, image, and crime . The Star News provides a huge forum for naysayers in its editorial pages, but also offers some human interest stories on Chula Vistans that could be repackaged for other publications WideSight...Beyond Intuition The Right Question LLC Page 19 Chula Vista needs stronger marketing ... .... ..... .... ..... .... .... . . . "Catch the Spirit" as a tagline fails to resonate with those in or out of the City . When pressed, very few could identify a definition of the City's spirit. . The tagline does not communicate what is unique and positive about Chula Vista . These additional marketing issues were identified by respondents . Lack of Spanish-speaking/writing staff in the Public Relations department . Union Tribune fails to cover the news and happenings in Chula Vista sufficiently . The Chula Vista Star News could do a better job communicating with residents . Insufficient marketing/PR was commonly named WideSight...Beyond Intuition The Right Question LLC Page 20 ... .... ..... .... ..... .... .... . Word Associations from interviewees First three words associated with Chula I First three words we want people to .... Vista today? think of for the "future" Chula Vista? Hispanic Transitional Traffic/Growth Graffiti Border Divided Suburban sprawl Exciting Changing/Dynamic Relaxation Small-time community Friendly Dynamic/Progressive Diverse Friendly Balanced Shopping/Great malls Great public spaces Attractive/Beautiful Cultural center/amenities High income Environmentally sensitive Vibrant night life Business friendly Technology (tech companies live here) WideSight...Beyond IntuWon The Right Question LLC Page 21 . . ....... ....... ........ ....... N N ( ) c: 0 -- +-' ca -C c: CD E E 0 (.) CD c::: +-' .s::: C) -- en CD -c -- 3: ro {j) (J) 0 ........ E 1'1"'\ oS ro ~ 0 s..... C)Q.C) c: '+- 0 0- 0 s..... § 0 a... 0- s..... C) :t::: Q. c: (J) -- 0 C)........ c: Q) a... 0- ~ '"'0 s..... :::J ro ë3~ c: '- C) c: C) ro (J) (J) Q) ~ The recommended positioning for Chula Vista capitalizes on the City's unique characteristics ... .... ..... .... ..... .... .... . . . Diversity (geographically, educationally, professionally, ethnically, politically, economically, and more) along with proximity to the border, suggests a powerful position which cannot be duplicated by any other Southern California city, and could be unique in the U.S. . It is important to note the diverse populations live side-by-side in unified communities, versus living in segregated neighborhoods . The word "diverse" is the most accurate and succinct word to define the characteristic-there is no alternative; the city must work to DEFINE what diversity means in Chula Vista, and why it is different from other cities . Attracting a Creative Class, as defined in Richard Florida's book, is key to the future of the West side of Chula Vista and is emphasized as a basis for the positioning . Chula Vista is an emerging City with a strong vision and goal for its future . Current messaging includes "second largest City in San Diego County," but the city need not position itself as second to anything . The future Chula Vista is a large part of its positioning; the City must clearly communicate its vision for that future WideSight...Beyond Intuition The Right Question LLC Page 23 Key components of a positioning goal ... .... ..... .... ..... .... .... . .. . A Positioning Goal is comprised of the following components: . Audiences' compelling want/need . Description of City . The unique value or offering you provide to that audience . Competition (others who try to offer that same thing to the same audience) . Differentiation Opportunities (how your offering is better or unique) WideSight...Beyond Intuition The Right Question LLC Page 24 Chula Vista's Positioning Goals ... .... ..... .... ..... .... .... . . . "Diverse" as defined by Messaging . . . platform and marketing programs . Target Audience: Families; the "Creative Class" For families who want a wide range of housing prices/styles, and a friendly, open, diverse* community with the potential for future growth, shopping, restaurants and leisure facilities, Chula Vista is a dynamic, emerging City with a geographically and ethnically diverse* population and a future as a leisure center for South County. Chula Vista is also an emerging business center and offers an affordable, high quality of life with an open, friendly environment for any resident. Unlike North County or Central San Diego, Chula Vista offers a diversity of housing (prices, styles, sizes), geography, ethnicities and a government that cares. It also has a clear, cohesive vision for its future . Target Audience: Medium and large businesses For businesses who want a wide range of housing prices/styles for employees & mangers, a large, high quality work force, geographically situated between the border and downtown San Diego, affordable and available land and commercial space, proximity to the airport and the potential for future growth, Chula Vista is a dynamic, emerging City with a geographically and ethnically diverse* population and a future as a leisure center for South County. It is also an emerging business center with available, affordable land and commercial space, proximity to the airport, business-friendly government and financial incentives and personalized assistance with relocation efforts. Unlike North County, Central San Diego, Chula Vista offers a diversity of housing (prices, styles, sizes), a clear, cohesive vision for its future, available land and lower cost commercial and residential real estate and accessibility of government leaders WideSight...Beyond Intuition The Right Question LLC Page 25 Messaging: Overall Message Chula Vista is a dynamic, emerging, richly diverse City, with an imminent future as a business, shopping and leisure destination for South County. Chula Vista maintains an open, friendly community and the widest array of housing prices and styles in the region. Chula Vista offers a business-friendly environment and an accessible government, supporting an emerging high tech workforce. Its location is ideal: midway between downtown San Diego and the Mexican border. WideSight...Beyond Intuition The Right Question LLC ... .... ..... .... ..... .... .... . . Page 26 Messaging Proof Points: Diversity ... .... ..... .... ..... .... .... . . . Chula Vista has 300 acres of ocean front land and rolling hills that lead to the San Miguel Mountains, located just outside the City's Eastern borders. . Chula Vista contains three wildlife preserves and the Otay River Valley Regional Park . Chula Vista is a melting pot of people from various ethnic backgrounds, living harmoniously in the cities many neighborhoods . The city is 49% Hispanic, 31% White, 13% Asian and 6% Black . Chula Vista boasts the only Japanese school-Minato Gakuen--in San Diego County, attracting over 500 student for a supplementary Saturday program designed to ease their transition to Japanese schools when they return home to Japan. . Housing ranges from entry-level apartments and homes to multi-million dollar executive estates . Chula Vista's median income--$49,OOO-is well above the national average of $42,000 (2001 Census data), reflecting the wide range of income levels in the City WideSight...Beyond Intuition The Right Question LLC Page 27 Messaging Proof Points: Changing/Emerging ... .... ..... .... ..... .... .... . . . Chula Vista is the seventh fastest growing city in the nation, growing 5.5% from mid 2001 to mid-2002. (US Census Bureau) . Between 1995 and 2000, Chula Vista added more than 10,000 jobs . Chula Vista's Bay front-300 acres-will be developed over the next 7 years, providing attractive retail, residential and leisure space for the County . The City continues to focus on attracting upscale restaurants to Chula Vista and revitalizing the quaint, historic Third Avenue corridor, offering unique dining and shopping. . Chula Vista hosted the BIA Tour d'Elegance in 2000 and 2003 WideSight... Beyond Intuition The Right Question LLC Page 28 Messaging Proof Points: Business Future ... .... ..... .... ..... .... .... . . . One of the City's many programs designed to attract business is the "Red" team: an executive level group that identifies priority projects and assists companies with all aspects of their relocation to Chula Vista . Additionally, Chula vista has created a High Tech/Biotech zone which offers financial incentives to meet the specialized needs of these types of companies . Chula Vista recently opened the first of three phases of the Gateway project, its first Class "A" commercial space . These programs have resulted in a number of recent successes including: . Hitachi recently relocated their North American corporate headquarters to Chula Vista . DNP-owned by Dai Nippon, the largest printing company in the world-located a manufacturing plant here . Leviton has located its Western R&D facility in Chula Vista. . German-based Profillnstitute for Clinical Research has located its American headquarters here WideSight...Beyond Intuition The Right Question LLC Page 29 Messaging Proof Points: Shopping Future ... .... ..... .... ..... .... .... . . . Two new shopping centers are underway in EastLake, including Target, Lowe's, Home Depot and more. EastLake Marketplace opens late 2003 and EastLake Terrace the first half of 2004 . A 333-acre Eastern Urban Center is planned in Otay Ranch to include retail, offices, entertainment, dining and residential uses. It will be completed in 5-10 years. . Chula Vista Center regional mall undergoing a face lift . The Third Avenue corridor is undergoing revitalization, thanks to the City's storefront improvement program, offering $10,000 in matching funds to Third Avenue businesses for such improvements. A monument sign was unveiled in late 2003 . Many chain stores, including Pizzeria Uno, Olive Garden, Macys and Sears, have found that their Chula Vista locations boast top sales in the region and some in the nation. WideSighl...Beyond Intuition The Right Question LLC Page 30 Messaging Proof Points: leisure Future ... .... ..... .... ..... .... .... . . . The EastLake Marketplace opened in late 2003, featuring four new restaurants, including Johnny Carino's, Islands, Daphne's and Miguel's. . The centerpiece of Chula Vista's remarkable outdoor living, its Greenbelt, is comprised of 28-miles of open space and a trail system that will eventually surround the city. The Greenbelt, 50% complete, includes natural and man-made parks, and will link all communities and outdoor recreational resources of the city. . Other attractions include Soak City, Chula Vista Nature Center, and Coors Amphitheatre . There are four golf courses in Chula Vista, the EastLake Country Club, San Diego Country Club, Auld Course and Chula Vista Golf Course WideSight... Beyond Intuition The Right Question LLC Page 31 . . ....... ....... ........ ....... N '" tn E ea r- C) 0 r- D- C) c .- ...... CD ~ r- ea :E (J) . (J) c c 0 0 :;::; :;::; CO CO (]) (]) a::: a::: CO (.) ~= Q) ..a ~æ (J) 0) c c 0 "- "- (J) ........ "- CO t - (]) (]) > a:::-c '-- « (]) "E 0 Œ) I (J) (J) e () Media Relations: Develop a unified Plan incorporating goals from all City departments . Develop and proactively pitch monthly initiatives . publicity on future opening of 1-125 . on-going news about bay front development . on-going news about Third Avenue business developments . roll out of City marketing campaign Encourage more coverage from the U- T . Bring editors/reporters to the City for tours and editorial briefing by the Mayor . Develop publicity plan for each different section/writer . Submit Letters to the Editor and Op-Eds on a regular basis Forge stronger relationship with Chula Vista Star News . Mayor/council to meet with owners . On-going Mayor/council member column . Support the newspaper's quest for local advertising . Submit more op-eds, letters to editors Develop relationships with vertical publications in targeted industries Enter "Most Livable Cities" competitions . . . . WideSight...Beyond Intuition The Right Question LLC ... .... ..... .... ..... .... .... . . Page 33 Public Relations: Interact with the community ... .... ..... .... ..... .... .... . . . Form Speaker's Bureau to focus on opportunities among targeted industry organizations, and Rotary Clubs, etc. outside the community . Create events to bring targeted audiences to the City . Mayor's invitation to dinner preceding a Coors Concert . More tours, luncheons . Place Chula Vista leaders in influential/leadership positions in organizations outside of the City, e.g. BioCom, and provide them resources for telling the city's story . Focus on Spanish language media and ensure bilingual staff is available to serve their needs . Find synergies with existing marketing campaigns . Roll out new messaging and positioning to home and office builders . Request space in ads and brochures to promote Chula Vista and South County WideSight...Beyond Intuition The Right Question LLC Page 34 Public Relations: quarterly magazine & webzine ... .... ..... .... ..... .... .... . . . Features: . Articles written by recognized leaders, e.g. school principals, outside experts like Richard Florida, the Governor of California on diversity . calendar of events . profiles on diverse residents . features on companies doing business in Chula Vista and how the City has helped them . news on cross border affairs . "How to Make your Voice Heard" column . Distribution . to residents via Web Site, city and retail drop off points . outside the City to top managers of targeted businesses, business relocation specialists, regional and state politicians, etc. . Supported by City budget and advertising from local business . Encourage advertisers to include coupons (boosts readership) WldeSight... Beyond Intuition The Right Question LLC Page 35 Public Relations: Vision for the Future/Multimedia ... .... ..... .... ..... .... .... . . . Develop a clear vision of Chula Vista's future and work with a multimedia firm to create a visual representation of that vision becoming a (virtual) reality . Use the presentation (CD, DVD, or video) widely, by sending copies or presenting . Send to potential investors, developers, press, etc. . Information Center (run on loop) . Speeches by City staff and business people WideSight...Beyond Intuition The Right Question LLC Page 36 Public Relations: Create a signature annual event focusing on "diversity" ... .... ..... .... ..... .... .... . . . Similar to Laguna Beach's "Pageant of the Masters" but instead of recreating "live" depictions of classic art, demonstrate art of all kinds from the different ethnic communities represented in Chula Vista . City assisted budget . Best art of each culture brought to Chula Vista from original country . Food, dance and art . Parade with floats, dress, dance (a la Venice, Italy's annual parade) WideSlght...Beyond Intuition The Right Question LLC Page 37 Media/Public Relations: Communicating and Continuing WideSight ... .... ..... .... ..... .... .... . . . Develop sub-set of this presentation in Powerpoint, CD, DVD, video formats to be used for: . Local organizations, (Chamber, Hispanic Chamber, Rotary, Downtown Business Association, PT A) . Potential investors, developers, media etc. . Speakers' Bureau . City web site . Chula Vista Star News article . Present WideSight results to private group of al/ who participated, together with resulting actions . Continue a "Rolling WideSight" . Incorporate suggestions from these respondents of others to interview . Include East Chula Vista residents - to explore lack of civic engagement . Include West Chula Vista residents - to explore lack of civic engagement . Businesses, e.g. Qualcomm, bio-techs WideSight... Beyond Intuition The Right Question LLC Page 38 Develop next generation of local civic leaders hip ... .... ..... .... ..... .... .... . . . Organize "Lead - Chula Vista," focusing on younger, potential civic leaders . Pattern after San Diego's highly successful "Lead" program . Identify possible organizers (e.g. Dave and Debra Gardner) and solicit their volunteer efforts to develop . Recognize contributions-large and small-of civic leadership in quarterly magazine, on web site, in op-eds, via personal letters, etc. . Identify business people who are not currently, but could become engaged and active in civic projects . Extend invitations to groups of 3-5 to meet with the Mayor, and other city leaders to discuss future of the City and the need for citizen leadership . Present specific opportunities to each and request participation WideSight...8eyond intuition The Right Question LLC Page 39 ... .... ..... .... ..... .... .... . . Cross Border Think Tank . Provide a building on Third Avenue at no cost for a cross-border think tank . Renovate or develop site with money from a local philanthropist from Chula Vista or Mexico, or San Diego . Explore possibility of attracting the "Cross Border" studies from UCSD's "San Diego Dialogue" to this location . Or, create Chula Vista's own "Think Tank" with participants from both sides of the border . Think Tank would . Develop seminars Host visiting lecturers Host performances Engage leaders in dialogues Contain a research center Employ creative staff to develop "news" which will reach outside the community, the region and beyond . . . . . WideSight... Beyond Intuition The Right Question LLC Page 40 Cross Border Business initiatives ... .... ..... .... ..... .... .... . . . Develop Cross-Border Business teams . Cross-Border Women's Forum . Mayor's Council to encourage Cross-Border Participation . Mayor/Council's outreach to meet with potential leaders from each ethnic group, listen to their dreams, interests and perceptions of Chula Vista and identify opportunities where their participation is both invited and needed . Cross-border research to gain perceptions of Chula Vista held by: . Hispanic residents of the City . Tijuana/T ecate residents WideSight...Beyond Intuition The Right Question LLC Page 41 Advertising: Chula Vista ad campaign ... .... ..... .... ..... .... .... . . . Feature the geographic areas of Chula Vista that are scenic, surprising and compelling (horse trails, Nature Center, GTC, etc.) . Use the juxtaposition of "creative class" professionals (and Chula Vista residents) with these outdoor locations . The Look: playful, a little bit edgy and bold . Develop headlines that act as a counterpoint to the visual. Use well-known, two-word descriptives to explain the graphics . Design graphics and layout to project a sophisticated image . Use the City of Chula Vista logo boldly and support it with a slogan WideSight...8eyond Intuition The Right Question LLC Page 42