Meeting Date :
To:
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Subject:
ECONOMIC DEVELOPMENT SUBCOMMITTEE
Staff Report
Feb. 13, 2022
Economic Development Subcommittee
David Graham, Chief Innovation Officer
David Graham, Chief Innovation Officer
[email protected], 442-339-5992
Economic Recovery & Revitalization Initiative and Economic Development Strategic Plan Update
Recommended Action
Receive an informational report regarding the Economic Development Strategic Plan, discuss and provide recommendations .
Next Steps
Based on Subcommittee discussion, staff will return at the next subcommittee meeting with specific budget recommendations to implement the strategic actions and a recommendation for remaining Economic Recovery and Revitalization Initiative (ERRI) funds for the Subcommittee's consideration .
Discussion
The city has engaged in economic development since its incorporation and has taken many strategic actions to boost its economy. The COVID-19 pandemic had a rapid and significant impact on the local economy and the city is now moving from an economic response to the pandemic, to recovery, revitalization and long-term strategic resilience.
On March 4, 2020, Governor Newsom declared a state of emergency in response to the onset of the COVID-19 pandemic . That same day the city manager, in his role as the city's director of emergency services, declared a local state of emergency in Carlsbad. The City Council ratified the proclamation the following day. The COVID-19 State of Emergency has been in effect continuou sly since that time. On Oct. 17, 2022, Governor Newsom announced that the COVID-19 State of Emergency will end on Feb. 28, 2023.
In response to the economic impacts of COVID-19 the City Council established the Ad Hoc City Council Economic Revitalization Subcommittee and approved $5 million for the ERRI. The goal of the subcommittee was to discuss and identify options for economic revita lization throughout the COVID-19 pandemic for consideration by the full City Council. The Ad Hoc City Council Economic Revitalization Subcommittee also provided guidance and direction on programs implemented through the ERRI. Some of the key economic response actions that were taken during the initiative included :
• COVID-19 Small Business Loan Program that distributed $1.85 million with no defaults · Feb. 13, 2023 Item #2 Page 1 of 14
• A joint marketing strategy with local business organization s implemented by Visit Carlsbad • Gift Carlsbad Shop Local program
• A one-year building permit extension for developments • Eased permitting requirements for the operation of outdoor businesses on city sidewalks, and public and private parking
• Renegotiation of terms for city lessees in need
• Thirty-three joint communications with the business organizations, webinars, and other convenings to support businesses in their response to the pandemic • Support for businesses pursuing federal loan programs In total, the city expended approximately $2.5 million in economic response to the pandemic out of the $5 million committed.
As the economy in Carlsbad recovered, it was clear that economic uncertainty remained a threat to businesses and key industries. To ensure the city maintained a proactive position in its support for Carlsbad businesses, the City Council formed a standing Economic Development Subcommittee, on June 15, 2021. Since its inception, the subcommittee had provided feedback on activities related to the ERRI and the subsequent creatipn of the Economic Development Strategic Plan, which maintains several themes from ERRI activities.
_ On Jan. 10, 2023, the City Council adopted the Economic Development Strategic Plan (EDSP}, which was one of the strategic objective s contained in the 5-year strategic plan to support the goal of economic vitality. With the passage of the EDSP, the City Council completed one of their strategic objectives and began the implementation of the plan. The implementation is guided by a set of strategic actions that were presented to the City Council and are being revised and updated with cost estimates for the FY 2023-24 annual budget process.
The EDSP will guide economic development work in Carlsbad for the near and long-term future, providing flexibility to adapt strategic actions to meet current and future conditions .
The EDSP Strategic Actions matrix is a document that provides propo sed actions that staff can implement to achieve the goals set forth in the EDSP. It is a document that will be updated annually with proposed actions, estimated budget needed, priority, implement ation timeline, key perform ance indicator s and what department s will need to be involved to implement.
With the COVID-19 State of Emergency ending, this item provides an opportunity for subcommittee members to hear a final recap of ERRI activities and expenditures, as well as provide feedback on pr'oposed strategic actions presented as part of the EDSP.
Public Notification
Public notice of this item was posted in keeping with the Ralph M. Brown Act and was available for public viewing and review at least 24 hours before the scheduled meeting date.
Exhibits
1. Economic Development Strategic Actions
Feb. 13,2023 Item #2 Page 2 of 14
ECONOMIC DEVELOPMENT
STRATEGIC ACTIONS
Exhibit 1
2023
DRAFT C cityof
Carlsbad
Feb. 13,2023 Item #2 Page 3 of 14
The Economic Development Strategic Plan is a roadmap that will guide the City's economic development activities for the next five years. The Strategy comes at a critical time for the City and the community. Given the pandemic, subsequent recovery, market pressures, and International conflict, it Is more Important than ever to Identify Carlsbad's economic development strategies and to prepare for future challenges. The Strategic Plan provides flexible and agile guidance for Carlsbad to address City Council's goal of economic vitality: fostering a vibrant community.
This Economic Development Strateg ic Actio ns document accompanies the Strategic Plan as a guide for the tactical actions that wi ll bui ld toward achiev ing the overa rching goals and objectives in the Strateg ic Plan. The Strategic Actions will allow the City to re-pr ioritize or realign strategies as economic condit ion s change or if priorities shift throughout the tenure of the Strategic Plan.
While the Innovation and Economic Development Department (l&ED) is the lead on these efforts, economic development is collaborative, and is not limi ted to one department, group, or organ izat ion. The Strategic Actions document thoug htful ly involve mult ipl e City departments, local and regional partners, workforce and talent, residents, and the broad and diverse bus inesses that support the community.
As such, the Strategic Act ions are intended to assist the City in aligning its program prior iti es to match the market opportunities identified in the Strateg ic Plan. While the Strateg ic Act ions documen t assigns t ime frames to each tactic, it does not make staffing recommendations regarding the implementation of these programs. l&ED is a small, but mighty department , however, with its limited econom ic deve lopme nt staff, it may not be possib le to implement all of the proposed actions w ithout add itiona l staff and resources.
The Strategic Actions document assumes that new act ivities and programs would be phased in over several years and acknow ledges that many of the proposed tactics involve activiti es that the City is already undertak ing. It also provides an estimate of cost. This cost est imat e is provided for the upcoming Fiscal Year, and projected forward fo r future years. The estim ate prov ided for future years will be updated on an annual bas is to ensure accuracy as the spec ific impleme ntation tim e frame approaches .
The City of Carlsbad believes in transparency and accoun tabil ity, and as such, staff will regu larly update the Econom ic Development Subcomm ittee on the progress made on the goals and objectives in t he Strategic Plan and Strateg ic Actions document.
I 21 crfiBF~~q~Jo ECONOMIC DEVELOP MENT STRATEG IC ACTIONS Item #2 Page 4 of 14 DRAFT
City of Carlsbad Economic Development
Strategic Plan Goals
GOAL 1: Support Small Businesses,
Startups & Entrepreneurs
Support Sma ll Businesses, Startu ps &
Entrepreneurs in partne rship with loca l and
regional collabo rators, sup portin g the long-term
viabi lity of entrepreneurs and sma ll businesses in
Carlsbad.
GOAL 2: Develop Workforce
and Attract Talent
Develop and attract workers and talent by
providing skill s, resources, and support for
current and future jobs.
GOAL 3: Grow and Support
Key Industries
Grow and support key industries by providing
and creat ing reso urces for these industries to
thr ive in Car lsbad's economy.
GOAL 4: Encourage Placemaking
and Engagement
Encou rage a sense of connection in our
commu nit y by bu ilding upon our successes and
promot ing access to economic development
resources and opportuni ties.
FY23-24 Budget Considerations
Many of the proposed activities for FY23-24 are already funded in the base budget. However, to implement new or expanded programm ing, it is estimated that an additiona l $325,000 would be needed.
It shou ld also be noted that whi le some proposed act ions are already funded in the base budget, additional act iviti es or expans ion of progra mmin g may necessitate a future funding allocat ion.
Estimated budgeted needed to implement indicated act ions by goa l area for FY23-24:
• Support Small Businesses, Startups & Entrepreneurs - $115,000 • Develop Workforce and Attract Talent - $65,000
• Grow and Support Key Industries - $80,000
• Encourage Placemaking and Engagement - $65,000
Feb. 13,2023 CITY O F CARLSBAD ECONOMIC DEV~~@im~T STR~fi§1~ Rt-?i8N s I 3 I Goal 1: Support Small Businesses, Startups & Entrepreneurs in partnership with local and regional collaborators, supporting the long-term viability of entrepreneurs and small businesses in Carlsbad.
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year Objective 1.1: Strategic Action 1.1.1: Celebrate staff's role High FY23-24 Funded in l&ED Everyone is Percentage Educate the public in economic development of Carlsbad and base budget Economic increase in on the permitting continue to educate on how their work can Development customers rating and entitlement lead to success and economic health in workshops service as good process and the City. or excellent
provide City
staff with the Strategic Action 1.1.2: Continually High FY23-24 Funded in CD Audit of Percentage knowledge and review the planning application and base budget. l&ED procedures increase in resources they permitting procedures to identify process Additional customers rating need to provide improvements. activity may service as good such information require funding or excellent
Objective 1.2: Strategic Action 1.2.1: Creation of a Medium FY24-25 $100,000 CD Consolidate Percentage of Provide a positive one stop shop permit center that allows l&ED digital participants that customer service customers to access resources related to IT resources; rate programs as experience during the permitting process in one location. Conduct good or excellent the permitting assessment of
process. physical space
Strategic Action 1.2.2: Continue the High FY23-24 Funded in CD Number of Percentage implementation of the Customer Self base budget. IT online permits increase Service program within the permitting Additional available in online application system, Energov, to increase activity may applications the number of applications available online. require funding Strategic Action 1.2.3: Increase ability High FY23-24 Funded in CD Number of Percentage for customers to track the status of their base budget IT online permits increase projects online. available in online
applications
Strategic Action 1.2.4: Promote the High FY23-24 Funded in CD Pre-app Percentage pre-application program to help identify base budget l&ED information on increase in pre- major issues early in the entitlement website and application process. bulletin
Strategic Action 1.2.5: Enhance the Medium FY23-24 Funded in l&ED Create bulletins Percentage Welcome to Carlsbad Program for new base budget with resource increase in businesses by providing information information customers rating and resources on the pre-application service as good
program, permitting process, and business or excellent
resources.
Strategic Action 1.2.6: Create an option Medium Complete Funded in CD Creation Number of for applicants to request project resolution base budget of project applicants that issue meetings to resolve high priority, resolution team rate service as time-sensitive issues with senior level good or excellent Development Services staff.
Strategic Action 1.2.7: Evaluate a potential Medium FY24-25 $100,000 CD Create priority Percent economic development priority project l&ED project criteria; decrease in designation for planning and permitting Identify options permitting review review that could included expedited to expedite process for review, enhanced communication and/or priority projects other allowances.
I 4 1 crff 8 F l:1l~ iD ECONOMIC DEVELOPMENT STRATEGIC ACTIONS Item #2 Page 6 of 14 DRAFT
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year Objective 1.2: Strategic Action 1.2.8: Create a program Low FY23-24 $5,000 l&ED Industry Percentage Continued to give planning and building staff better workshops increase in insight into operations in key industries, customers rating thereby giving a better understanding of service as good development need. or excellent
Strategic Action 1.2.9: Evaluate potential Medium FY25-26 Funded CD Identify Percentage solutions to give a clearer understanding of in SDTIP and create increase in zoning prior to submittal. (Open Counter) educational customers rating resources service as good
or excellent
Strategic Action 1.2.10: Utilizing Energov, Medium FY23-24 Funded CD Establish Percentage track turnaround times for planning in base l&ED current decrease in turn applications and permits to identify areas to budget turnaround around times increase efficiency. limes; Identify
targets
Objective 1.3: Strategic Action 1.3.1: Create Small Medium FY23-24 $25,000 l&ED Partner with Percentage of Empower small Business and Entrepreneur Symposium on Comms business participants that businesses and basic and critical issues for small business organizations rate event as entrepreneurs owners. Topics could include marketing, to create good or great with resources social media, finance, human resources, Symposium they need to be access to capital, technology, and more. successful in
Carlsbad Strategic Action 1.3.2: Partner with Low FY23-24 Funded l&ED Create shop Number of business organizations to develop a shop by ERRI local program participants local initiative to encourage patronage at
Carlsbad businesses.
Strategic Action 1.3.3: Expand partnerships Medium FY23-24 $50,000 l&ED Partner with Percentage with entrepreneur support organizations entrepreneur increase in and regional business partners to connect support entrepreneur entrepreneurs with resources, networks, organizations funding and and capital. for services growth
Strategic Action 1.3.4: In partnership with Medium FY25-26 $10,000 l&ED Hold Open Percentage of the local business organizations, hold House event participants that a Carlsbad Employer Open House to rate event as
showcase local businesses and connect good or great
them with potential employees.
Strategic Action 1.3.5: Develop a Small Medium FY25-26 $100,000 l&ED Identify / add Percentage of Business Liaison Program that includes staff person small businesses a dedicated liaison to resolve issues with to manage rating program the small business and entrepreneur program as good or
community. excellent
Feb. 13,2023 CITY OF CAR LSBAD ECONOMIC DEV~t@i~~T STR~,ii§1Z Rt~~NS I 5 I Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year Objective 1.4: Strategic Action 1.4.1: Through a data Low FY26-27 Funded CD Identify Percentage Embrace the driven approach, consider additional in base outdated increase in changing nature of flexibility in the development code to allow budget planning customers rating work and what that for more agility as business trends change. practices and service as good may look like for codes or excellent
Carlsbad businesses
Strategic Action 1.4.2: Evaluate signage Low FY23-24 Funded l&ED Identify Percentage requirements for businesses. in base CD potential decrease in budget COM outdated number of
signage complaints
practices and
codes
Objective 1.5: Strategic Action 1.5.1: Partner with the Medium FY23-24 $10,000 l&ED Create Percentage Increase engagement Employer Assistance and Resource partnership increase in and support for Network on Disability Inclusion (EARN) number of women, minority, to create resources for disabled-owned disabled-owned veteran, disabled- businesses. businesses
owned businesses assisted
Strategic Action 1.5.2: In conjunction with Medium FY24-25 $25,000 l&ED Creation of Percentage regional partners such as SBA, SCORE, additional increase in and SBDC, offer trainings specifically trainings attendance; geared towards supporting women, percentage of
minority, veteran, and disabled-owned participants that businesses. rate programs as
good or excellent
Strategic Action 1.5.3: Celebrate women, High FY23-24 $25,000 l&ED Creation Percentage minority, veteran, and disabled-owned COM of events increase in businesses by acknowledging and creating promoting number of events around: Women's Small Business inclusivity minority owned Month, Veterans Small Business Week, businesses
Small Business Week, Black Business celebrated
Month, Hispanic Heritage Month, etc. publicly
1 6 1 crf1BF~l~lo ECONOMIC DEVELOPMENT STRATEGIC ACTIONS Item #2 Page 8 of 14 DRAFT
Goal 2: Develop and attract workers and talent by providing skills, resources, and support for current and future jobs.
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year Objective 2.1: Strategic Action 2.1.1: Enhance Life In High FY23-24 $50,000 l&ED Identify Percentage Enhance workforce Action tools to assist in talent attraction additional increase in training and talent for Carlsbad businesses in key industries companies participation of attraction resources -transitioning Life in Action Recruiter tool from key key sectors to support Carlsbad's from a pilot to an ongoing resource for sectors to key industries Carlsbad businesses incorporate
by partnering
with K-12 school Strategic Action 2.1.2: Collaborate with Medium FY24-25 Funded l&ED Number of Percentage districts, regional regional partners such as SOCAL, Mira in base regional increase in higher educational Costa College, TCI, and local businesses budget partners; local students institutions, and for workforce training for middle school, Number of employed in regional cities high school, post-secondary students, and students local jobs to support talent transitioning adults.
development and
linkages with key Strategic Action 2.1.3: Enhance and Medium FY23-24 $10,000 l&ED Number of Percentage industries promote educational workshops provided LIB educational increase in by the Library, Parks and Recreation P&R workshops number of and other resources that provide skill participants in
development to Carlsbad's workforce. City programs
Strategic Action 2.1.4: Partner with K-12, High FY25-26 Funded l&ED Number of Percentage school districts, and higher education in base K-12 schools increase in institutions to enhance their existing budget partnered with local students programs that provide technical and soft employed in
skills to entry level employees. local jobs
Strategic Action 2.1.5: Facilitate High FY25-26 Funded l&ED Number of Percentage partnerships between Carlsbad's in base partnerships increase in businesses and education partners budget local students to identify skills necessary to obtain employed in
employment in high wage industries. local jobs
Objective 2.2: Create Strategic Action 2.2.1: Conduct initial study Medium FY23-24 Funded IT Initial study Percentage a more connected for outdoor Wi-Fi at City facilities and other in base completed increase of City and capitalize on critical areas for the public. budget available outdoor existing digital tools to wi-fi locations
promote digital equity
Strategic Action 2.2.2: Promote the City's High FY23-24 $5,000 l&ED Number of Percentage existing digital tools to connect residents, COM promotions increase of businesses, and tourists to resources the residents and City offers. businesses with
access to high
speed internet
Feb. 13, 2023
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year Objective 2.3: Through Strategic Action 2.3.1 Evaluate Medium FY24-25 $100,000 H&HS Number of Percentage the implementation of partnership with local businesses l&ED businesses increase the Housing Element to enhance the current Down participating; in down programs, address Payment Assistance Program. Number of payment housing issues while residents assistance
promoting economic participating in provided
vitality by providing the Down Payment
workforce additional Assistance
housing opportunities to Program
be able to both live and
work in Carlsbad
Objective 2.4: Through Strategic Action 2.4.1: Evaluate Complete FY23-24 Implementation l&ED Conduct Percentage the implementation of micro-mobility options to make ranges from TRANS. feasibility increase in the Sustainable Mobility Carlsbad more connected and $1 ,000,000 to studies of public transit Plan programs, mindfully accessible. $3,000,000 per micro-mobility riders create opportunities to year options
promote economic vitality
by providing the Carlsbad
workforce additional
mobility options
1 s I crffBF~~gi}o ECONOMIC DEVELOPMENT STRATEGIC ACTIONS Item #2 Page 10 of 14 DRAFT
Goal 3: Grow and support key industries by providing and creating resources for these industries to thrive in Carlsbad's economy .
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year Objective 3.1: Strategic Action 3.1.1: Evaluate micro• High FY23-24 See Obj. l&ED Identify and Percentage Evaluate opportunities mobility options in the Village and coastline 2.4.1 TRANS. evaluate micro- increase in to improve mobility for to make Carlsbad more connected and mobility options number of visitors, residents, and accessible. people utilizing
the workforce. public transit
Strategic Action 3.1.2: Use data to identify High FY25-26 See l&ED Identify and Percentage specific mobility issues and select projects TRANS evaluate micro• increase in from the City's Sustainable Mobility Plan mobility options number of that will result in a higher quality of life for people utilizing Carlsbad residents. public transit
Objective 3.2: Strategic Action 3.2.1: Use business data Medium FY23-24 $75,000 l&ED Continue Number of Connect businesses and recent business survey to assess and to survey businesses that in key sectors with engage with industry clusters to develop businesses have expanded data and resources support for their expansion, attraction, and bi-annually or relocated they need to thrive in retention.
Carlsbad.
Strategic Action 3.2.2: Utilize partnership Medium FY23-24 Funded l&ED Continue Number of with Innovate 78 to connect Carlsbad in base Innovate 78 businesses businesses with regional resources. budget Partnership connected to regional
resources
Objective 3.3: Assist Strategic Action 3.3.1: Promote the City's Medium FY23-24 Funded l&ED Creation of Percentage businesses in growing business locator website to businesses in base promotional increase in industries or sectors, looking to move to Carlsbad, developers, budget materials number of such as health care, brokers, and investors. businesses life sciences, and the utilizing locator.
innovation economy,
which are looking to Strategic Action 3.3.2: Host industry Medium FY23-24 $5,000 l&ED Host events Percentage relocate or expand in advisory groups with leaders in key of participants Carlsbad. business clusters, with a specific emphasis rating program on the innovation economy. as good or
excellent.
Strategic Action 3.3.3: Host commercial Medium FY24-25 $5,000 l&ED Host events Percentage real estate forums to create connections of participants with resources. rating program
as good or
excellent.
Objective 3.4: Strategic Action 3.4.1: Continue to support High FY23-24 Funded l&ED Continue Percentage Support the needs of Carlsbad business organizations that in base regular increase in our residents while maintain the tourism economy in Carlsbad. budget meetings tourism revenue balancing the needs with business
of our businesses in organizations
tourism, hospitality,
and entertainment. Strategic Action 3.4.2: Partner with High FY25-26 Funded l&ED Develop Number of local universities and colleges to create in base partnerships connections workforce development opportunities in budget that result in the hospitality, tourism, and entertainment employment
sectors.
Feb. L, 2023 CITY OF CARLSBAD ECONOM IC DEV~ffi>MNT ST~~~~o'\c! Rt-ili~N S I 9 I Goal 4: Encourage a sense of connection in our community by building upon our successes and promoting ac- cess to economic development resources and opportunities.
Objective Strategic Action Priority Start Year Cost Lead Deliverable KPI Objective 4.1: Build Strategic Action 4.1.1: Develop a Medium FY24-25 Funded l&ED Develop Comm Percentage upon the successes communications plan specific towards in base COM Plan increase in of the communication economic development efforts and budget businesses efforts in the City celebrating the business community with reached to promote the consistent and cohesive messaging.
City's economic
development Strategic Action 4.1.2: Incorporate business High FY23-24 Funded l&ED Incorporate Percentage programs. and economic development activities into in base COM business increase in the weekly City Manager newsletter, City budget activities into businesses calendar, and social media to foster a newsletter reached sense of pride in local businesses.
Strategic Action 4.1.3: Consider developing Low Complete Funded l&ED Creation of ED Peroentage a separate economic development in base COM newsletter increase in newsletter focused on business and budget businesses
workforce development resources. reached
Strategic Action: 4.1.4: Update Economic High FY24-25 $15,000 l&ED Update Percentage Development website and Doing Business websites increase in in Carlsbad website to include links to businesses
programs and regional partners and reached
resources.
Strategic Action 4.1.5: Expand the opt-in Low FY26-27 Funded IT Evaluate Percentage text messaging system related to economic in base feasibility of increase in development and other City activities. budget expanding participants system
Strategic Action 4.1.6: Develop a business Medium FY23-24 Funded l&ED Develop Number of spotlight program to highlight local in base spotlight businesses businesses. budget program highlighted
Strategic Action 4.1. 7: Develop and High Complete Funded CD Develop Percentage promote bulletins and flow charts for in base bulletins and increase in common permitting application types. budget flow charts rating permitting experience ad
good or excellent
Strategic Action 4.1.8: Develop and High FY24-25 $5,000 COM Creation of Decrease in promote ' how to' videos for select CD videos number of permitting processes. complaints
Strategic Action 4.1.9: Create a digital Medium FY24-25 Funded l&ED Creation of Percentage library of free business resources. in base COM digital library increase in budget number of
users accessing
information
Strategic Action 4.1.10: Create a How to do High Complete Funded l&ED Creation of Percentage Business Guide to assist small businesses in base Guide increase in and entrepreneurs in opening a business in budget rating permitting Carlsbad. experience ad
good or excellent
I to I cmiJ.e~i 2 ~AD ECONOMIC DEVELOPMENT STRATEGIC ACTIONS Item #2 Page 12 of 14 DRAFT
Objective Strategic Action Priority Year Cost Lead Deliverable KPI Objective 4.2: Strategic Action 4.2.1: Partner with local Medium FY26-27 Funded COM Increase Percentage Enhance placemaking businesses to participate in and promote in base awareness of businesses opportunities to the City's volunteer program to activate budget of volunteer participating strengthen the public spaces and foster a sense of program connection between connection.
people and the places
they share. Strategic Action 4.2.2: Provide a digital Low FY26-27 $5,000 COM Creation of Percentage platform for local businesses to promote platform of businesses their volunteer opportunities, such as beach participating cleanups.
Strategic Action 4.2.3: Utilize the City's High FY23-24 Funded COM Increase Percentage social media platforms to showcase in base engagement increase in Carlsbad's sense of place and community. budget on social media the number of platforms Carlsbad tags in
social media
Strategic Action 4.2.4: Consider expanding Medium FY24-25 Funded COM Evaluate Percentage the City's social media footprint into in base additional increase in additional platforms to target different budget social media social media segments of the Carlsbad population. platforms engagement Objective 4.3: Strategic Action 4.3.1: Continue to Medium FY25-26 $$ LIB Evaluate Percentage Leverage city-owned celebrate local artists by enhancing the options to increase of assets and right of City's Public Art Collection. enhance number of artists way to create a sense program celebrated
of place
Strategic Action 4.3.2: Expand the City's Medium FY25-26 $50,000 PW Evaluate Percentage parklet program to create additional options increase in green space and community gathering to create square footage opportunities. additional of parklet space
green space
Strategic Action 4.3.3: Partner with local High FY23-24 $65,000 l&ED Determine Percentage business organizations to implement locations and increase in placemaking strategies such as holiday options number of lighting and a banner program to enhance visitors to
the sense of place and community. identified areas
Feb. 13, 2023 CITY OF CARLSBAD ECON OMIC DEv~Wr,~-n snP~ iPA'c~tbN s I 1 t I I 12 I c m1biJ-2~i2~A D ECONOMI C DEVELOP MENT STRATEG IC ACTIONS C cityof
Carlsbad
Item #2 Page 14 of 14
ECONOMIC RECOVERY & REVITALIZATION
INITIATIVE AND ECONOMIC DEVELOPMENT
STRATEGIC PLAN UPDATE
Recommendation: Receive an informational report regarding the Economic Development Strategic Plan, discuss and provide recommendations.
Item 2
ERRI Accomplishments
Ad Hoc ERRI Subcommittee
$1.85M Small Business Loans
$250,000 to support Tourism
Gift Carlsbad – Shop Local Program
Stay Safe Stay Open
33 Joint Communications
Small Business Loan Program
• 90 small business loans approved
• $1.85M loaned
• $1.25M has been paid back to date
• $10,300 in interest received
• 0 defaults
Inclusive Economic Recovery
Assessment & Implications
• Found Carlsbad’s response was similar to
other cities of our size and makeup
• Noted economic uncertainty is likely and
resiliency will be key for the future
• Recommended the creation of an
economic development strategic plan to
guide efforts over the next five years
Economic Development
Strategic Plan
• Supports Strategic Plan Goal - Economic Vitality
• Four Key Goals:
o Support Small Businesses, Startups &
Entrepreneurs
o Develop Workforce and Attract Talent
o Grow and Support Key Industries
o Encourage Placemaking and Engagement
Economic Development
Strategic Actions
• Proposed tactics that can be deployed to
achieve EDSP goals
• Flexible to current and future market
conditions
• Updated on an annual basis
• Necessary budget for implementation
requested as part of annual budget process
Fiscal Year Proposed Actions
Actions anticipated to continue or begin in FY 2023-24:
• Support Small Businesses, Startups & Entrepreneurs
o 10 Actions Funded
o 5 Actions Require Funding
• Develop Workforce and Attract Talent
o 2 Actions Funded
o 3 Actions Require Funding
• Grow and Support Key Industries – X Actions
o 3 Actions Funded
o 3 Actions Require Funding
• Encourage Placemaking and Engagement - X Actions
o 6 Actions Funded
o 1 Actions Require Funding
FY23-24 Proposed Actions – Goal 1
Support Small Businesses, Startups & Entrepreneurs
Objectives:
1. Educate the public on the permitting and entitlement process and provide City staff with the knowledge and resources they need to provide such information
2. Provide a positive customer service experience during the permitting process
FY23-24 Proposed Actions – Goal 1
Support Small Businesses, Startups & Entrepreneurs -
continued
Objectives:
3. Empower small businesses and entrepreneurs with resources they need to be successful in Carlsbad
4. Embrace the changing nature of work and what that may look like for Carlsbad businesses
5. Increase engagement and support for women, minority, veteran, disabled-owned businesses
FY23-24 Proposed Actions - Goal 1
Action: Celebrate staff’s role in economic development
and continue to educate on how their work can
lead to success and economic health in the City.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Continually review the planning application and permitting procedures to identify process improvements.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Continue the implementation of the Customer
Self Service program within the permitting application
system, Energov, to increase the number of applications available online.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Increase ability for customers to track the status of their projects online.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Promote the pre-application program to help
identify major issues early in the entitlement process.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Enhance the Welcome to Carlsbad Program for
new businesses by providing information and resources
on the pre-application program, permitting process, and business resources.
Priority: Medium
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Create a program to give planning and building
staff better insight into operations in key industries, thereby giving a better understanding of development
need.
Priority: Low
Cost: $5,000
FY23-24 Proposed Actions - Goal 1
Action: Utilizing Energov, track turnaround times for
planning applications and permits to identify areas to
increase efficiency.
Priority: Medium
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Create Small Business and Entrepreneur
Symposium on basic and critical issues for small business owners. Topics could include marketing, social media,
finance, human resources, access to capital, technology, and more.
Priority: Medium
Cost: $25,000
FY23-24 Proposed Actions - Goal 1
Action: Partner with business organizations to develop a shop local initiative to encourage patronage at Carlsbad businesses.
Priority: Low
Cost: Funded through ERRI
FY23-24 Proposed Actions - Goal 1
Action: Expand partnerships with entrepreneur support
organizations and regional business partners to connect entrepreneurs with resources, networks, and capital.
Priority: Medium
Cost: $50,000
FY23-24 Proposed Actions - Goal 1
Action: Evaluate signage requirements for businesses.
Priority: Low
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 1
Action: Partner with the Employer Assistance and
Resource Network on Disability Inclusion (EARN) to
create resources for disabled-owned businesses.
Priority: Medium
Cost: $10,000
FY23-24 Proposed Actions - Goal 1
Action: Celebrate women, minority, veteran, and
disabled-owned businesses by acknowledging and
creating events around: Women’s Small Business Month,
Veterans Small Business Week, Small Business Week,
Black Business Month, Hispanic Heritage Month, etc.
Priority: High
Cost: $25,000
FY23-24 Proposed Actions
Estimated budgeted needed to implement indicated
actions by goal area for FY23-24:
• Support Small Businesses, Startups & Entrepreneurs
o 10 Actions Funded - 5 Actions Require Funding
o $115,000 for FY 2023-24
FY23-24 Proposed Actions – Goal 2
Develop and attract workers and talent
Objectives:
1. Enhance workforce training and talent attraction resources to support Carlsbad’s key industries by partnering with K-12 school districts, regional higher educational institutions, and regional cities to support talent development and linkages with key industries
2. Create a more connected City and capitalize on existing digital tools to promote digital equity
FY23-24 Proposed Actions – Goal 2
Develop and attract workers and talent - continued
Objectives:
3. Through the implementation of the Housing Element programs, address housing issues while promoting economic vitality by providing the workforce additional housing opportunities to be able to both live and work in Carlsbad
4. Through the implementation of the Sustainable Mobility Plan programs, mindfully create opportunities to promote economic vitality by providing the Carlsbad workforce additional mobility options
FY23-24 Proposed Actions - Goal 2
Action: Enhance Life In Action tools to assist in talent attraction for Carlsbad businesses in key industries -
transitioning Life in Action Recruiter tool from a pilot to an ongoing resource for Carlsbad businesses.
Priority: High
Cost: $50,000
FY23-24 Proposed Actions - Goal 2
Action: Enhance and promote educational workshops
provided by the Library, Parks and Recreation and other resources that provide skill development to Carlsbad’s
workforce.
Priority: Medium
Cost: $10,000
FY23-24 Proposed Actions - Goal 2
Action: Conduct initial study for outdoor Wi-Fi at City facilities and other critical areas for the public.
Priority: Medium
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 2
Action: Promote the City’s existing digital tools to
connect residents, businesses, and tourists to resources the City offers.
Priority: High
Cost: $5,000
FY23-24 Proposed Actions
Estimated budgeted needed to implement indicated
actions by goal area for FY23-24:
• Develop Workforce and Attract Talent
o 2 Actions Funded - 3 Actions Require Funding
o $65,000 FY 2023-24
FY23-24 Proposed Actions – Goal 3
Grow and Support Key Industries
Objectives:
1. Evaluate opportunities to improve mobility for visitors, residents, and the workforce
2. Connect businesses in key sectors with data and resources they need to thrive in Carlsbad
3. Assist businesses in growing industries or sectors, such as health care, life sciences, and the innovation economy, which are looking to relocate or expand in Carlsbad
4. Support the needs of our residents while balancing the needs of our businesses in tourism, hospitality, and entertainment FY23-24 Proposed Actions - Goal 3
Action: Evaluate micro-mobility options in the Village and coastline to make Carlsbad more connected and
accessible.
Priority: High
Cost: $1 million - $3 million
FY23-24 Proposed Actions - Goal 3
Action: Use business data and recent business survey to assess and engage with industry clusters to develop
support for their expansion, attraction, and retention.
Priority: Medium
Cost: $75,000
FY23-24 Proposed Actions - Goal 3
Action: Utilize partnership with Innovate 78 to connect Carlsbad businesses with regional resources.
Priority: Medium
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 3
Action: Promote the City’s business locator website to
businesses looking to move to Carlsbad, developers,
brokers, and investors.
Priority: Medium
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 3
Action: Host industry advisory groups with leaders in key business clusters, with a specific emphasis on the
innovation economy.
Priority: Medium
Cost: $5,000
FY23-24 Proposed Actions - Goal 3
Action: Continue to support Carlsbad business
organizations that maintain the tourism economy in
Carlsbad.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions
Estimated budgeted needed to implement indicated
actions by goal area for FY23-24:
• Grow and Support Key Industries
o 3 Actions Funded - 3 Actions Require Funding
o $80,000 FY 2023-24
FY23-24 Proposed Actions – Goal 4
Encourage Placemaking and Engagement
Objectives:
1. Build upon the successes of the communication efforts in the City to promote the City’s economic development programs
2. Enhance placemaking opportunities to strengthen the
connection between people and the places they share
3. Leverage city-owned assets and right of way to create a sense of place
FY23-24 Proposed Actions - Goal 4
Action: Incorporate business and economic development
activities into the weekly City Manager newsletter, City calendar, and social media to foster a sense of pride in local businesses.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 4
Action: Develop a business spotlight program to highlight local businesses.
Priority: Medium
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 4
Action: Utilize the City’s social media platforms to
showcase Carlsbad’s sense of place and community.
Priority: High
Cost: Funded in Base Budget
FY23-24 Proposed Actions - Goal 4
Action: Partner with local business organizations to
implement placemaking strategies such as holiday
lighting and a banner program to enhance the sense of
place and community.
Priority: High
Cost: $65,000
FY23-24 Proposed Actions
Estimated budgeted needed to implement indicated
actions by goal area for FY23-24:
• Encourage Placemaking and Engagement
o 6 Actions Funded - 1 Action Requires Funding
o $65,000 FY 2023-24
FY23-24 Budget Considerations
Estimated budgeted needed to implement indicated
actions by goal area for FY23-24:
• Support Small Businesses, Startups & Entrepreneurs
o 10 Actions Funded - 5 Actions Require Funding
o $115,000 FY 2023-24
• Develop Workforce and Attract Talent
o 2 Actions Funded - 3 Actions Require Funding
o $65,000 FY 2023-24
• Grow and Support Key Industries
o 3 Actions Funded - 3 Actions Require Funding
o $80,000 FY 2023-24
• Encourage Placemaking and Engagement
o 6 Actions Funded - 1 Actions Require Funding
o $65,000 FY 2023-24
12 total actions requiring $325,000 in funding
Next Steps
• Discuss and provide input regarding prioritizing actions • April 17 staff will return with funding recommendations • May 23 preliminary budget presented to City Council
• June 13 final budget adoption