Western Chula Vista
Economic Development
Subcommittee: Consider
Subcommittee Report
Recommendations and
Provide Direction to Staff
Regarding Subcommittee
Recommendations
November 18, 2025
David Graham, Economic Development Director
Recommended Action
Discuss the results of the work of the
Western Chula Vista Economic
Development Subcommittee and its
recommendations and provide
direction to staff at the Council’s
discretion.
Background
• January 2025 – City Council forms Western Chula
Vista Economic Development Subcommittee
• February 2025 – City Council approves contract
with HR&A to develop an Economic Development
Strategic Plan
• Working ED Strategic Plan Advisory Group
• October 2025 – ED Strategic Plan Workshop
Subcommittee Focus Areas
• Build Capacity for Data-Driven Economic Development
• Support Small Businesses and Vibrant Business
Districts
• Develop Strategies to Support Tourism that Benefits All • Strengthen Chula Vista as a Destination for Sports and Sports Tourism
Recommendations
Build Capacity for Data-Driven Economic Development
City Council Action
• Direct the City Manager to develop the City’s capacity for data-driven economic development, including enhanced
collection and analysis of demographics, workforce trends, and business conditions, resulting in accessible dashboards and visualizations that inform policy and support business growth.
Recommendations
Support Small Businesses and Vibrant Business Districts City Council Action
• Direct the City Manager to prepare a local special district ordinance, such as a Community Benefit District ordinance, enabling the creation of such districts citywide.
Recommendations
Develop Strategies to Support Tourism that Benefits All Strengthen Chula Vista as a Destination for Sports and Sports Tourism
City Council Action
• Direct the City Manager to develop a Transient Occupancy Tax (TOT) revenue enhancement proposal for a future election to support tourism industry growth and reinvestment in the community.
Recommendations
City Council Action
• Direct the City Manager to return to the City Council with an analysis of the resources necessary to implement the above direction.
Next Steps
• Insights from the Subcommittee memorandum can
inform the on-going development of the Economic
Development Strategic Plan
• City Council can discuss the memo and its
recommended actions and provide direction at their
discretion
• If directed, staff will return to the Council with an analysis of the resources necessary to implement any
direction
Recommended City Council Actions
City Council Action
• Direct the City Manager to develop the City’s capacity for data-driven economic development, including enhanced collection and analysis of demographics, workforce trends, and business conditions, resulting in accessible dashboards and visualizations that inform policy and support business growth. • Direct the City Manager to prepare a local special district ordinance, such as a Community Benefit District ordinance, enabling the creation of such districts citywide.
• Direct the City Manager to develop a Transient Occupancy Tax (TOT) revenue enhancement proposal for a future election to support tourism industry growth and reinvestment in the community.
• Direct the City Manager to return to the Council with an analysis of the resources necessary to implement the above direction.
Recommended City Council Actions
City Council Action
• Direct the City Manager to develop the City’s capacity for data-driven economic development, including enhanced collection and analysis of demographics, workforce trends, and business conditions, resulting in accessible dashboards and visualizations that inform policy and support business growth. • Direct the City Manager to prepare a local special district ordinance, such as a Community Benefit District ordinance, enabling the creation of such districts citywide.
• Direct the City Manager to develop a Transient Occupancy Tax (TOT) revenue enhancement proposal for a future election to support tourism industry growth and reinvestment in the community.
• Direct the City Manager to return to the Council with an analysis of the resources necessary to implement the above direction.
Recommended Action
Discuss the results of the work of the
Western Chula Vista Economic
Development Subcommittee and its
recommendations and provide
direction to staff at the Council’s
discretion.
Recommendations
Build Capacity for Data-Driven Economic Development
• Enhance the City’s capacity for data collection and analytics for economic development. • Consider investments in data analytics that support business organizations and address the diverse realities of small, minority-owned, women-owned, veteran owned, and emerging enterprises across Chula Vista.
• Advance opportunities for data-driven economic development in the City’s Economic Development Strategic Plan so that policies and investments are guided by measurable insights that strengthen performance and accountability.
Recomendedations
Support Small Businesses and Vibrant Business Districts • Consider opportunities to support business districts through tools such as a Community Benefit District and related policies that advance community-scale economic development and strengthen vibrant corridors.
• Expand the focus to additional corridors, including Broadway, Main Street, and Third Avenue between Oxford Street and Orange Avenue.
• Advance opportunities to enhance tourism by working with Western Chula Vista businesses and leveraging Bayfront developments through the Economic Development Strategic Plan so that local districts and neighborhoods benefit from increased visitation, stronger identity, and reinvested resources that serve the entire city.
• Advance opportunities to support small businesses, business districts, and inclusive growth in the development of the City’s Economic Development Strategic Plan so that entrepreneurs across all sectors and backgrounds are better positioned to access the tools, networks, and supportive conditions that foster success.
Recommendations
Develop Strategies to Support T ourism that Benefits All • Consider opportunities to advance the economic and community benefit of the Gaylord Pacific Resort, the Bayfront, and the broader tourism industry by developing strategies that support tourism growth and generate Transient Occupancy Tax (TOT) revenues that can be reinvested to strengthen Chula Vista neighborhoods and assist in achieving city priorities. • Enhance connections between the Bayfront and Western Chula Vista through efforts such as the Bayfront Shuttle, giving visitors an authentic Chula Vista experience and linking them to local business districts.
• Advance opportunities to enhance tourism by working with Western Chula Vista businesses to leverage existing and future Bayfront developments, supporting vibrant districts and neighborhoods while generating resources that benefit the entire city through the Economic Development Strategic Plan.
Recommendations
Strengthen Chula Vista as a Destination for Sports and Sports Tourism
• Consider opportunities to create synergies with the Elite Athlete Training Center to strengthen tourism and sports attraction.
• Enhance the city’s position as a place with championship-winning youth teams, successful sports programs, and homegrown athletes.
• Advance opportunities to strengthen sports tourism and sports-related businesses in the City’s Economic Development Strategic Plan so that Chula Vista can build on its assets, attract regional and national events, and grow as a premier destination.
Recommended City Council Actions
City Council Action
• Direct the City Manager to develop the City’s capacity for data-driven economic development, including enhanced collection and analysis of demographics, workforce trends, and business conditions, resulting in accessible dashboards and visualizations that inform policy and support business growth. • Direct the City Manager to prepare a local special district ordinance, such as a Community Benefit District ordinance, enabling the creation of such districts citywide.
• Direct the City Manager to develop a Transient Occupancy Tax (TOT) revenue enhancement proposal for a future election to support tourism industry growth and reinvestment in the community.
• Direct the City Manager to return to the Council with an analysis of the resources necessary to implement the above direction.