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HomeMy WebLinkAboutAgenda Packet 1991/08/28 City Clerk August 21, 1991 FROM: The Honorable Mayor and City Council Members of the Economic Development Commission John D. Goss, City Manager(~ Joint Meeting of City countll/Economic Development Commission on August 28, 1991 TO: SUBJECT: With regard to the attached agenda for next week's joint City Council/ EDC meeting, please note that although the agenda statement indicates that it has been reviewed by the City Manager, the proposed marketing plan budget has not been reviewed by the Budget Manager. Staff is in the process of conducting a review of this budget and will be providing further information and recommendations to the Council and Economic Development Commission prior to Wednesday1s meeting. JDG:mab Attachments AGENDA JOINT WORKING SESSION OF THE CHULA VISTA CITY COUNCIL AND THE CHULA VISTA ECONOMIC DEVELOPMENT COMMISSION Wednesday, August 28, 1991 5:00 p.m. Council Conference Room , City Hall :J- \ ' //, t f' ~ ROLL CALL: City Council: Mayor Nader~; Councilmembers Grasser Horton _, Rindon~, Malcolm'~ , Moore..::...- ( EDC Commission: Chairman Read _; Members Compton _, LoBue _, Tuchscher _, Allen _, Lopez ~, Gerber ---'----, Davis _, Maslak~ 1. Report by Economic Development Commission Regarding Proposed Plan of Action A. Chula Vista Economic Development Plan (Mission Statement and Goals and Objectives) B. Economic Development Commission Mission Statement C. Recommended Marketing Plan and Budget D. Economic Development Commission Short-Term Projects 2. Council Discussion 3. Recommended Future Council Action 4. Oral Communications 5. Council Comments 6. EDC Comments ADJOURNMENT to the regular meeting of the Economic Development Commission sheduled for September 4, 1991 at 12:00 noon in the Council Conference Room. \'(\: \1'- '1', ;t( OJ~, ~ ,- \ . , 'h:DC\CNCL-EDC.8-~ JOINT COUNCILIECONOMIC DEVEWPMENT COMMISSION AGENDA STATEMENT Item 1 Meeting Date 082891 ITEM TITLE: Report to Council by Economic Development Commission Regarding Proposed Plan of Action SUBMITfED BY: Community Development Director City Manag# L/ (/~, REVIEWED BY: 4/Sths Vote: Yes No X) BACKGROUND: The Chula Vista Economic Development Commission was formed by Ordinance No. 2380 on July 17, 1990 (amended by Ordinance No. 2402, October, 1990) to "serve as a resource, to advise and to make recommendations ... on economic development issues ..." The EDC consists of nine voting members appointed by Council. Two are nominees from the Chamber of Commerce; one is nominated by the South San Diego Bay Cities Board of Realtors; and six are residents at large. The EDC is chaired by Don Read, CEO, Chula Vista Chamber of Commerce. The Vice Chair is Mr. Ty Compton. RECOMMENDATION: That Council accept the EDC's report and provide direction regarding future action on EDC recommendations. BOARDS/COMMISSIONS RECOMMENDATION: N/A DISCUSSION: The EDC has devoted many hours over the past several months to preparing an economic development plan of action and has now requested an informal meeting with Council to present: 1. A proposed Chula Vista Economic Development Plan which includes a mission statement, and goals and objectives. 2. A proposed Chula Vista business outreach/marketing plan and related budget. 3. The EDC's proposed mission statement. 4. The EDC's proposed short-term projects. The EDC would like to receive Council's input on the above items and to address any issues or questions raised by Council in this informal setting prior to taking formal recommendations forward to Council at a future regularly scheduled Council meeting. FISCAL IMPACT: The proposed Economic Development Plan includes a marketing Plan which would require a $92,000 appropriation to implement the recommended business outreach activities. The appropriation would be funded in the same manner as the Economic Development Program budget, i.e. 85% ($78,200) from redevelopment funds and 15% ($13,800) from the General Fund, or from CDBG monies. [EDCIA113.828] CITY OF CHULA VISTA ECONOMIC DEVELOPMENT PLAN MISSION STATEMENT TO ENHANCE THE QUALITY OF LIFE IN CHUlA VISTA THROUGH THE PROMOTION OF A STRONG LOCAL ECONOMY OFFERING EMPLOYMENT AND BUSINESS OPPORTUNITIES, AND A HEALTHY, DIVERSIFIED TAX BASE VITAL TO SUPPORTING CITY SERVICES. GOALS I. Identify the existing economic base and target new business and industry. II. Develop land use and infrastructure strategies to support economic development goals. III. Develop a comprehensive marketing and public relations program to attract job and revenue generating business and industry, and to enhance communication with existing business and citizens. IV. Develop a proactive business assistance program to encourage business retention, growth and expansion. V. Promote tourism and development of cultural, recreational, and educational resources. VI. Encourage the provision of broad ranging housing opportunities. LEGEND: S = Short-tenn (1 year) M = Mid-tenn (3 years) L = Long-tenn (S years) o = On-going · = Item of high sensitivity to be considered in pursuing goal. GOAL I: IDENTIFY THE EXISTING ECONOMIC BASE AND TARGET NEW BUSINESS AND INDUSTRY Objective 1: Conduct a citywide commercial and industrial land inventory to identify vacant, under utilized and available commercial and industrial properties and facilities. Objective 2: Conduct a Citywide commercial and industrial market analysis to identify investment opportunities by market segment. lA 1 Adopted: June 5,1991 Objective 3: Conduct a Target Industry Analysis to identify desirable and likely business prospect categories and specific companies for personalized recruitment efforts. Objective 4: Conduct a labor pool analysis to identify local occupations, skills, and deficiencies. GOAL II: DEVELOP LAND USE AND INFRASTRUCTURE STRATEGIES TO SUPPORT ECONOMIC DEVELOPMENT GOALS Objective 1: Encourage high quality retail, restaurant and resort developments that will . enhance the City's image and promote tourist attraction. Objective 2: Encourage the development of transportation modes to support commercial and industrial development. Objective 3: Encourage development of business parks and facilities for lease or sale. Objective 4: Encourage master planning and proactive approaches by the City, other public agencies, and utility companies to ensure infrastructure for business and industry. Objective 5: Implement the City's existing five Redevelopment Plans. Objective 6: Establish a plan to promote a team approach among the Council, Redevelopment Agency, Management, Departments, and Commissions concerning general economic development and land use goals, policies and procedures. Objective 7: Evaluate and pursue, as appropriate, the preparation of a strategic plan for targeted areas of the City (e.g., Broadway and Palomar corridors, the Olympic Training Center area, Southwest Redevelopment Project Area). Objective 8: Evaluate and pursue as appropriate, commercial andlor industrial projects within master planned communities. lA -2- Adopted: June 5, 1991 GOAL III: DEVELOP A COMPREHENSIVE MARKETING AND PUBLIC RELATIONS PROGRAM TO ATTRACT AND RETAIN JOB AND REVENUE GENERATING BUSINESS AND INDUSTRY, AND TO ENHANCE COMMUNICATION WITH EXISTING BUSINESS AND CITIZENS GOAL IV: Objective 1: Create and maintain a comprehensive market-related database (e.g. labor pool, land, housing costs, demographics, community assets, building permits, standardized site and facility data, etc.). Obiective 2: Develop and update professional marketing materials including advertisements, promotional brochures, City exhibit, media kits, videos, and maps, incorporating a promotional theme and logo in all such materials. Objective 3: Develop a prospect response system including reception team, tour and materials. Obiective 4: Develop an aggressive public relations plan including advertising and editorial placement, participation in conferences and trade shows, media campaign, direct mail and special events. Objective 5: Encourage joint marketing efforts with outside groups such as real estate brokers, developers, utilities, and other economic development agencies (e.g. South County Economic Development Commission, California Association of Local Development, Department of Commerce, Chula Vista Chamber of Commerce). Objective 6: Increase local and regional business and citizen awareness of economic development goals and activities. Objective 7: Pursue specific marketing programs based upon target industry analyses. DEVELOP A PROACTIVE BUSINESS ASSISTANCE PROGRAM TO ENCOURAGE BUSINESS RETENTION, GROWTH AND EXPANSION Objective 1: Enhance communication with the local business community through local business and professional organizations, the media, special events and direct contact with local executives. lA -3- Adopted: June 5, 1991 Objective 2: Utilize redevelopment techniques such as acquiring, consolidating and preparing sites for commercial and industrial development, and promoting agreements with property owners and developers to facilitate economic development activities. Objective 3: Issues. Identify local employers' personnel recruitment and retention Objective 4: Provide a "clearinghouse" for small business technical assistance such as financial services, export development and marketing, and coordinate with outside business assistance organizations, including the Chamber of Commerce, Certified Development Corporations and the Southwestern Community College Small Business Assistance Center. Objective 5: Coordinate with the local Certified Development Corporation and lenders to promote the availability of Small Business Administration loans for local business. Objective 6: Conduct site-specific market and feasibility studies as appropriate to facilitate desired development. Objective 7: Prepare a developers' guidebook to enhance understanding of the entitlement process for applicants and staff. Objective 8: Pursue development of a Community Reinvestment Act strategy to encourage lenders participation in economic development activities. Obiective 9: Coordinate with local employment assistance organizations and the business. community to address impacts of major employer closing/layoffs. Objection lO: Coordinate with local and regional job training organizations to provide recruitment, placement and training assistance to both business prospects and existing employers. Objective 11: Evaluate and pursue, as appropriate, the development of a business development grant or loan program using Redevelopment Agency, Community Development Block Grant funds, local bank consortium, andlor other revenue sources. Objective 12: Assess permit processing policies and identify streamlining recommendations to include a defined fast tracking policy for priority economic development projects. lA -4- Adopted: June 5. 1991 Objective 13: Evaluate and pursue, as appropriate, the creation of a Business Development Facilitator/Ombudsman. Objective 14: Encourage the development and optimum use of job training programs by agencies such as educational institutions, the Private Industry Council and the state Employment Development DePartment. Objective 15: Evaluate and pursue, as appropriate, the development of a business "incubator" program. GOAL V: PROMOTE TOURISM AND THE DEVELOPMENT OF CULTURAL, EDUCATIONAL, AND RECREATIONAL AMENITIES GOAL VI: Objective 1: Identify and promote Chula Vista's natural assets. Objective 2: Promote and support a yearly tourist and/or cultural event. Obiective 3: Redevelop Bayfront with tourist recreational orientation. Objective 4: Promote, as appropriate, tourist oriented development to complement the Olympic Training Center.. Objective 5: Pursue the attraction of a four year university. Objective 6: Encourage, as appropriate, development of major tourist attractions and the inclusion of tourist oriented development within master planned areas. Objective 7:. Evaluate, as appropriate, the feasibility of developing of a multipurpose cultural center. ENCOURAGE THE PROVISION OF BROAD RANGING HOUSING OPPORTUNITIES Objective I: Pursue land use policies designed to achieve a jobs/housing balance and to meet affordable housing goals in accordance with the City's Housing Element. Objective 2: Encourage housing opportunities for all income levels, ages, and household sizes in accordance with the City's Housing Element. lA -5- Adopted: June 5,1991 .. Objective 3: Encourage quality, well-planned residential developments in accordance with the City's Housing Element. Objective 4: Encourage and facilitate public/private partnerships which promotes affordable housing in accordance with the City's Housing Element. Objective 5: Coordinate .with other public and private organizations to pursue local private lender investment in affordable housing pursuant to the Community Reinvestment Act. [C:\WP51 \ECO-DEV\EDCPLAN2.TXT] lA -6- Adopted: June 5. 1991 18 CHULA VISTA ECONOMIC DEVELOPMENT COMMISSION MISSION STATEMENT: To assist the City of Chula Vista to define and achieve its economic development goals designed to promote employment and business opportunities and a healthy and diversified local tax base through: 1. Acting as a community-based business outreach and inquiry response team. 2. Serving as a local business networking and fact-finding resource group. 3. Monitoring and evaluating programs, projects and issues having a potential local economic impact and formulating recommendations to the City Council. 4. Advocating policies which create a positive business environment. 5. Sponsoring and supporting economic development-related workshops or forums. 6. Other activities as appropriate to further the City's economic development efforts. [C:\WP51 \DYE\ED.ST A TEMENT] Ie CITY OF CHULA VISTA PROPOSED FY 91/92 MARKETING PLAN 1st Ouarter 1. Initiate property inventory 2. Initiate Citywide market study 3. Initiate target industry analysis 4. Initiate data book production 5. Develop economic development promotional theme and logo. 6. Research, design, and layout promotional brochure, including statistical inserts, photos, and maps. 7. Research, design, and layout Redevelopment newsletter (annual report). 8. Issue RFP and contract for video production; prepare script. 9. Order trade show exhibit. 2nd Ouarter 1. Complete: . Property inventory . Market study . Target industry analysis . Labor pool analysis . Promotional brochure . Redevelopment Newsletter . Video 2. Design and prepare exhibit visuals. 3. Design two new advertisements (image ad and recruitment ad). 4. Develop advertising placement schedule. 5. Develop trade show itinerary. 6. Develop prospect visitation itinerary. 3rd Ouarter 1. Complete Data Book production. 2. Implement trade show participation. 3. Implement advertising placement. 4. Implement prospect visitation program. 4th Quarter 1. Develop media kit and media relations program. 2. Consider business promotion special event. 3. Consider direct mail campaigns. CLD/bb [C:\WP51 \DYE\MRKT-PLN.TXT] Updated 07/16/91 PROPOSED CHULA VISTA FY 1991-92 MARKETING PLAN BUDGET Market Studies Cost Est. A. Market Analysis 1 B. Target Industry Analysis2 35,000 20,000 SUBTOTAL Marketinq Activities 3 1. Theme and graphic design 600 2. Brochure design, layout, photography, 54,670 printing and mailing (5,000 qty) 3. Printing of masthead inventory 2,000 (5,000 qty) 4. Redev. Annual Newsletter design, 12,950 layout, photography, printing, and mailing (5,000 qty) 5. Video production & duplication (200 qty) 30,000 6. Trade show exhibit acquisition and 10,000 design, photography and printing 7. Advertisement production (2) 6,000 8. Advertising placement (5) 15,000 9. Trade show registrations and booth 6,000 space (4) 10. Sponsored special events 10,000 SUBTOTAL GRAND TOTAL 1Goat I, Objective 2 2Goal I, Objective 3 3Goal III, Objectives 1-7; Goat IV, Obj. 1 WPC 4717H (Rev. 8/21/91) Ie 91/92 Budgeted Budget Amount Shortfall o o 600 54,670 1 ,000 12,950 26,000 o o 15,000 o o 35,000 20.000 55.000 o o 1,000 o 4,000 10,000 6,000 o 6,000 10.000 37.000 92.000 10 CHULA VISTA ECONOMIC DEVELOPMENT COMMISSION SHORT TERM PROJECTS CV Economic Development Plan PROJECT GOAL/OBJECTIVE l. Retention of Manufacturers Goal IV 2. Streamline Permit Process Goal IV, Objectives 1, 2 3. International Airport Goal II, Objectives 2, 4 4. Joint Marketing Efforts Goal II, Objective 5 5. North American Free Trade Agreement (NAFT A) 6. Community Reinvestment Act Goal IV, Objective 8 7 Workshops/Receptions Goal II, Objective 4 8. Special Events Goal II, Objective 4 [DYEIlSSUES.LISJ FY 1991-92 MARKETING PLAN BUDGET ISSUE REQUEST BUDGET * MANAGER ADD'L JUSTIFICATION RECOMM. RECUIRED Market $35,000 $0 $35,000 $35,000 Provides foundation for Analysis future work Target 20,000 0 0 0 Should be completed Analysis after Market Analysis Theme and 600 600 600 0 Required for brochure Logo Design and Masthead Brochure 54,670 54,670 54,670 0 Brochure almost complete Printing 2,000 1,000 2,000 1,000 Use of masthead is cost Masthead effective approach to printing needs Annual 12,950 12,900 12,950 0 Newsletter almost Newsletter complete Video 30,000 26,000 28,000 2,000 Needed for Trade Show Production Trade Show 10,000 0 10,000 10,000 Development of this Exhibit exhibit is required prior to attendance at trade shows Advertisement 6,000 0 0 0 Use the $15,000 budget Production below for both the development of advertisements and placement cost. Developing ads will reduce time to place ads. Advertisement 15,000 15,000 15,000 0 See Above Placement . Trade Show 6,000 0 3,000 3,000 Trade show exhibit Registration development will not 'allow attendance at 4 trade shows. Recommend attending only 2. Sponsored 10,000 2,000 2,000 0 Program implementation Events will not leave time to sponsor more than the event budgeted. Misc. Budget 0 7,370 7,370 0 EDCbudget includes Items Travel($5,810),Printing .. ($600), Membership $500), Misc($460) TOTAL 202,220 119,590 170,590 51,000 *Includes funds encumbered from Prior Years. CITY OF CHULA VISTA MEMORANDUM DATE: August 22, ~99~ VIA: Honorable Mayor and City Council John Goss, C~~ty ger.....JJ. ~~ \: O~ Dawn Herring, Bu get Manager TO: FROM: SUBJECT: Budget Review of Economic Development Marketing Plan ===========~========--==========================----=========================== On August 28, 1991 the City Council will meet jointly with the Economic Development Commission (EDC). The EDC will present a recommended Economic Development Plan and additional appropriation of $92,000. Economic Development is funded 85% from the Redevelopment Agency and 15% from the General Fund. The budget presented for the marketing plan has been reviewed and the Manager recommended supplemental funding is $51,000. The plan as presented is very ambitious, and while presenting an excellent program, it does not appear feasible to accomplish all that is set forth during the current fiscal year. It is recommended that this plan be phased in over a two year period. The highest priority items and those which will form the foundation for the second phase of the program are recommended for approval in this fiscal year. Those items not recommended for funding are recommended to be included in the EDC's budget request for FY1992-93. FY1991-92 Marketing Plan Budget Issue Marketing Plan Request Current Budll:et Manager Recommended Justification Market Analysis 35,000 o 35,000 Provides foundation for fub.lre w:ak Target Industry Analysis 20,000 o o Should be completed after Market Analysis Theme and logo design 600 600 600 Required for brochure and Masthead Brochure 54,670 54,670 54,670 Brochure almost complete Printing masthead 2,000 1,000 2,000 Use of masthead is cost effective approach to printing needs Annual newsletter 12,950 12,950 12,950 Newsletter almost complete Video Production 30,000 26,000 28,000 Needed for Trade Shows Trade Show exhibit 10,000 o 10,000 Development of this exhibit is required prior to attendance at trade shows Advertisement Production 6,000 0 0 Use the $15,000 budget for advertising for both the development of advertisements and placement cost. Time required to develop ads will reduce time during this FY to place ads. Advertisement placement 15,000 15,000 15,000 See above Trade Show Registration (4) 6,000 0 3,000 Trade show exhibit will not be obtained in time to allow attendance at 4 trade shows. Rec01lJlllend attendance at 2 this fiscal year. Sponsored events 10,000 2,000 2,000 Remainder of program implementation will not leave sufficient time this year to sponsor more than the event currently budgeted Misc. Budget Items(2) ---!1. 7,370 7,370 TOTAL $202,220 $119,590 $170,590 The recommended budget it not intended to preclude the Commission from returning to the Council for subsequent appropriations should they be needed as a result of a change in the implementation schedule. (1) Includes funds encumbered from prior years. (2) Economic Development Commission Budget included this amount in addition to what was listed in the marketing plan Budget. The funds are for Travel($5,810), Printing ($600) , Memberships ($500), Postage ($250), and Milage, Office Supplies and Books($210).