ECONOMIC DEVELOPMENT SUBCOMMITTEE
Staff Report
Meeting Date: Feb. 13, 2023
To: Economic Development Subcommittee
From: David Graham, Chief Innovation Officer
Staff Contact: David Graham, Chief Innovation Officer
[email protected], 442-339-5992
Subject: Carlsbad Business Organization and Business Updates Recommended Action
Receive informational reports from Carlsbad business organizat ions, discuss and provide recommendations.
Next Steps
Staff wil l continue to engage with Carlsbad business organizations, econom ic development organ izations, and other business support organizations t hat support the local economy, business programming and businesses themse lves.
Discussion
Carlsbad businesses fuel the city's economic vitality and Carlsbad's business organizations play a critical role in supporting them . This item provides a regular opportunity to hear an update from Carlsbad business organizations, including the Carlsbad Chamber of Commerce, Carlsbad Village Association, and Visit Carlsbad, as well as from other key industry cluster and econom ic development organizations as needed, on current programs and initiatives, perceived challenges, and opportunities for engagement.
Updates will be provided by:
l. Carlsbad Chamber of Commerce
2. Carlsbad Village Association
3. Visit Carlsbad
4. Other key industry cluster and econom ic development organizat ions, as relevant Public Notification
Public notice of this item was posted in keeping with the Ralph M. Brown Act and was available for public view ing and review at least 24 hours before the scheduled meeting date.
Exhibits
None.
Feb. 13,2023 Item #1 Page 1 of 1
SAN DIEGO NORTH
ECONOMIC DEVELOPMENT COUNCIL
MARKET | RETAIN | CONNECT
ECONOMIC & WORKFORCE
DEVELOPMENT: GOALS & OBJECTIVES
A t t r a c t n e w
i n w a r d
i n v e s t m e n t t o
N o r t h C o u n t y
1 W o r k w i t h
e x i s t i n g
c o m p a n i e s t o
h e l p t h e m s o l v e
p r o b l e m s
C o n n e c t
e d u c a t o r s a n d
e m p l o y e r s 2 3
2023 ECONOMIC & WORKFORCE DEVELOPMENT:
ACTIVITIES
Continue to meet regularly with Matt Sanford and other SR 78 managers to support and compliment their efforts
Continue producing programs and research for Innovate78 Manufacturing, Life Science and Food/Ag industry dinners and Startup 78 Programming calendar
Research such as Manufacturing Cluster fact sheet
Other support as requested
Provide SR78 Cities including Carlsbad with actionable data on Job positings Outreach to at least 40 SR78 employers - including at least 10 located in Carlsbad.
Provide actionable info to EDMs.
Pilot "Why North County" ($15K investment plus labor).
Publish "Small Business Resource Guide" and distribute to new businesses along the corridor.
2023 ECONOMIC & WORKFORCE DEVELOPMENT:
ACTIVITIES (CONTINUED)
Support Carlsbad's Job Readiness Room with marketing assets and corporate outreach
Continue to promote and partner with Carlsbad Chamber and TCMC on SOCAL (www.socalworkforce.org)
2023 ECONOMIC & WORKFORCE DEVELOPMENT:
OUTCOMES
Forward 10 new attraction leads to SR78 EDMs.
Create report on viability and value of "Why North County" attraction campaign for consideration 2024-2025.
Distribute "Small Business Resource Guide" to 200 small businesses along the corridor.
Increase number of videos on SOCAL to 120 and increase
web traffic by 150%. Direct contact with at least 200 HS students at Carlsbad High Schools.
Avg. Eng. Time:
1 min 10 sec
New Followers:
9 (+28.6%)
Unique Visitors:
46 (+20%)
Page Views:
12 (+71.4%)
Highest Performing Videos:
Fire Inspector)
Warehouse Supervisor
Electrical Instrumentation Technician
Home
All Interviews
Careers
Top Pages:
Engagement Rate:
0.0%
Watch Time (hours):
43.2 (+48%)
Website
SOCAL MONTHLY REPORT - JANUARY 2023
Total Users:
378 (+27.7%)
Event Count:
4.6K (+20.0%)
New Users:
353 (+28.8%)
Events
LinkedIn
Total Followers:
414
Impressions:
15.0K (+27%)
YouTube
Subscribers:
38 (+133%)
Avg ER:
0.67%
<500 Students
Coastal Academy High School Career Fair:
378/4K
Users
15/200
Followers
1.6/12K
Views
1/12
Events
Avg. View Duration:
1 min 38 sec
Impressions CTR:
7.5%
Total Views:
1.6K (+43%)
A t t r a c t n e w
m e m b e r s t o
t h e C o u n c i l
MARKETING:
GOALS & OBJECTIVES
C o n t i n u e t o
b u i l d N o r t h
C o u n t y B r a n d
1 M a r k e t t h e
r e g i o n f o r
i n w a r d
i n v e s t m e n t
& i n c r e a s e
a w a r e n e s s o f
N o r t h C o u n t y
a s s e t s
D r i v e
a t t e n d a n c e
t o e v e n t s
G r o w
a u d i e n c e
b a s e f o r
n e w s l e t t e r s
& s o c i a l
m e d i a
p l a t f o r m s 2 3 4 5
MARKETING: ACTIVITIES, SOCIAL MEDIA
Increase social media audience acrossall platforms & begin to regrow thenew Facebook page 15 Industry specific campaigns tohighlight economic value(#NorthCountyHighlights) 175 Twitter posts 105 FB posts 105 IG posts 125 LinkedIn posts 9 City specific campaigns to highlightquality of life attributes (Biannually) 175 Twitter posts 105 FB posts 105 IG posts 125 LinkedIn posts Investor Spotlight campaign bi-annually
Publish Videos To Highlight Newly
Improved Areas Across North County
2 Downtown Area
2 New Commercial or Industrial
Developments
Minimum of 1 Collaborative Campaign
with Chamber, Visitor Bureau, or
industry associated partners
Featuring a minimum of 10 social
media posts shared across 4
platforms
New Followers:
46 (+91.7%)
Profile Visits:
46 (+58.6%)
Reach:
172 (+68.6%)
Engagement Rate:
4.30%
Engagement Rate:
0.69%
Engagement Rate:
0.016%
LinkedIn
SOCIAL MEDIA MONTHLY REPORT - JANUARY 2023
Total Followers:
1,317
Unique Visitors:
34 Page Views:
54 Twitter
Instagram
Total Followers:
780
New Followers:
15 (+36.4%)
Avg ER:
2.0%
Avg ER:
0.67%
Avg ER:
0.037%
Total Followers:
2,458
This article received 105 total clicks.
Our average click rate for January was
1.6% and our average clicks per unique
open was 6.3%.
Our average open rate for January was
25.9% at about 958 opens per
newsletter.
Our current subscribers total 3,716.
2023 Goals:
Meet North County Stewards
January's Featured Investors (24)
High Performing Article
Newsletter Survey
CarlsbadClassical AcademyColliersCSUSMEncinitiasEscondidoLee & Associates LEGOLANDMiraCosta CollegeNational UniversityNCTDOceansideOlivenhain MWDPalomar College SD Botanic GardenSD Children's Discovery MuseumSan MarcosSD Airport AuthoritySD County Water Authority SDG&ETri-City Medical CenterViasatVistaVista Chamber
Our Meet North County Stewards series is now being featured in TheCoast News. Articles can be found as they are published atthecoastnews.com under Columns> Meet North County Stewards.Sandy Kerl & Kim Thorner article published in newsletter on 1/31 Thank you to everyone who participated inthe survey. Prize winners have been notified.I have already been making changes withinthe newsletter to integrate survey feedback. 4/48 Newsletters
1/18 NC Stewards
3/6 Earned Media
16/300 NewSubscribers
1/4Small Business RSS Newsletter
RESEARCH:
GOALS & OBJECTIVES
C r e a t e
t o u c h p o i n t s
w i t h N o r t h
C o u n t y
c o m p a n i e s a n d
o p i n i o n l e a d e r s
S o l i d i f y
S D N E D C a s a n
a u t h o r i t a t i v e
r e s e a r c h e n t i t y
P r o d u c e
c o n t e n t f o r
A n n u a l
E c o n o m i c
S u m m i t
C r e a t e
r e g i o n a l
a w a r e n e s s
1 32 4
RESEARCH: ACTIVITIES
Economic Profile for 78 Collaborative
Produce North County Indicators Report
Update and Redesign Existing Reports (Biannually)
8 Industry Clusters
9 Municipal Economic Profiles
ECONOMIC
2022 POPULATION
JOB GROWTH
TOTAL LABOR FORCE
55,000
48,187
HOUSING & COMMUTE
RESIDENTIAL HOUSING UNITS
115,501Source: California Department of Finance;E-5 Estimates, 2021 INCREASE SINCE2016
0.7%JOB GROWTH SINCE2016
636
DASHBOARD
EMPLOYMENT
EMPLOYED
53,700
28MINUTESAVERAGE TRAVEL TIME TO WORK
2022
Source: EMSI, JULY 2022
Source: EMPLOYMENT DEVELOPMENT DEPARTMENT, MAY 2022
Source: California Department of Finance; E-5 Estimates, 2021 & 2020 American Community Survey 5-Year Estimate$112,933Source: 2020 American Community Survey 5-Year Estimate
MEDIAN HOUSEHOLD INCOME
Source: California City & County Sales & Use Tax Rates(EFFECTIVE JANUARY 1, 2022)
SALES TAX
7.75%
2%
increase in manufacturing jobs in NorthCounty since 2016. In the rest ofCalifornia, manufacturing jobs havedecreased by 1.6% and decreased by 2% nationally since 2016.
For more information on North County's manufacturingindustry or how we can help your business expand in ourregion, please contact:
Nationally recognized bio-manufacturing degreeprogram at MiraCosta College Award-winning certificate-granting program forhigh demand manufacturing occupations atMiraCosta College's Technology Career Institute (http://tci.miracosta.edu/) New Computer and Electrical Engineeringprograms established at CSU San Marcos Michelle Geller, Innovate78 EDM
Flip over for ManufacturingJob Posting Statistics
[email protected]
MANUFACTURING ALONG THE SR-78 CORRIDOR
KEY OCCUPATIONS
Highly skilled and experienced manufacturing workforcefrom a variety of sub-specialties such as circuit boardmanufacturing, injection molding, and metal fabrication Tightly integrated K-16 workforce development systemsfor both degreed and non-degreed positions Affordable turnkey-ready properties in several differentNorth County industrial parks
WORKFORCE PIPELINE
INNOVATE 78'sCompetitive Advantages
Job Title Average Annual Salary
Average Annual Wage (2021) for five largest occupations in this sector Assemblers & Fabricators $ 36,192
$ 37,460
$ 48,173
$ 123,157
$ 66,872
Sources include CA Employment Development Department, US CensusQuarterly Census of Employment and Wages, DatabaseUSA.com, andEconomic Modeling Specialists Incorporated 760.510.5919 | 100 E. San Marcos Blvd, Suite 400, San Marcos, CA 92069 | www.innovate78.com In Engineering and EngineeringTechnology degrees awarded byNorth County institutions of highereducation since 2017. 13%INCREASE
Multiple freeway and highway links to transportation andlogistics hubs in the Inland Empire and Los Angeles basin Electrical & ElectromechanicalAssemblers
Software/Web Developers,Programmers, & Testers
Machinists
Engineering Technologists & Technicians
Updated January 2023
$5.3B TOTAL GRPtowards North County's Economy (2021)
34,448 JOBSin this industry in North County (2021)
Occupation Change inPosted Salary Unique PostingsYear-over-Year QualityInspector/Tester 3.50% -35.20%
ProductionWorker 12.50% -24.50%
ProductionSupervisor 42.50%** 15%**
Quality ControlSystem Manager Too Small of aSample Available -4%** Advertised Wage Trend 24.5%$41.7K MedianJan 2022 - Dec 2022 Over the past 12 months, the advertisedwage for manufacturing occupations inNorth County has risen by 24.5%.
MANUFACTURING JOB POSTING ANALYTICS
** Data based on a small sample
Change in Posted Salary Over Time
Through its partnership with SDNEDC, INNOVATE78 can create customizedreal-time labor data reports for corridor companies.
1.1K
1K
0.9K
0.8K
0.7K
0.6K
0.5K
0.4K
Jan 2022 Apr 2022 Jul 2022 Oct 2022
The number ofunique jobpostings is down25.3% from1/2022 to12/2022. Activity wasdown 34.5%December 2022year-over-year. $50K
$30K
$45K
$40K
$35K
Jan '22Feb '22 Apr '22Mar '22 Jul '22Jun '22May '22 Sep '22Oct '22Aug '22 Nov '22Dec '22 Unique Postings Trend 24.5%in 2022 34.5%YoY in Dec 2022
SAN DIEGO NORTH
ECONOMIC DEVELOPMENT COUNCIL
THANK YOU FOR PARTNERING WITH
MARKET | RETAIN | CONNECT
CARLSBAD BUSINESS ORGANIZATION AND
BUSINESS UPDATES
Recommendation: Receive informational reports from Carlsbad business organizations, discuss and provide recommendations.
Item 1
BUSINESS ORGANIZATION UPDATES
• San Diego North EDC
• Connect
• Carlsbad Chamber of Commerce
• Carlsbad Village Association
• Visit Carlsbad
connect.org @connectinsd
CONNECT
● Over 30 years serving the San Diego region
○ Education, 1:1 support,
connections to capital & resources
● Key Programs
○ Springboard & Cool Companies
○ SBIR @ Connect
○ XEO
○ Frameworks
● Key Events
○ Summer Social (North County)
○ Five.Ten.Thirty-San Diego Innovation Day
● Ecosystem Partnerships
○ San Diego & Imperial SBDC Network
○ Innovate78
○ City of Escondido AgTech initiative
○ Higher Education Institutions
○ Diverse Founder Support