CITY COUNCIL INFORMATIONAL MEMORANDUM
Date: April 25, 2024
To: Cupertino City Council
From: PamelaWu, City Manager
Re: Economic Development Update
Background
On April 3, Council directed staff to prepare an informational memo outlining the ongoing efforts of the Economic Development Manager. Specifically, Council is interested in learning about programs in place to support local businessesin Cupertino andalongkeycommercialcorridors.
In thewakeof theCOVID-19pandemic, businesseshaveundergonesignificant transformations. The retail sector, in particular, is still evolving after taking a major hit due to the shutdowns and the growth of online shopping. Thesefactors prompted the Economic Development Manager, in conjunction with other departments, to embark on severalinitiativesaimedat fosteringsmallbusinessandretail revitalizationwithin Cupertino.
Serving asthe conduit between city government and the private sector, Economic Development plays a crucial role in understanding the needsof our local businessesand tailoring programs to support them. Basedon outreach conducted, the top needsoften highlightedby businessesincludemarketing, technicalassistance, andpermit support.
Belowis adetailedoverviewof theCity’seffortsto tackletheseneedscategorizedby outreach, programs, andpartnerships.
LocalBusinessOutreach & Engagement
Throughstrategicavenuessuchaspersonalizedbusinessvisits, informativenewsletters, andinteractiveonlinebusinessmaps, EconomicDevelopmentcreatesrobustplatforms to provide exposureto businesses, andofferanopportunity for themto collaborate, share insights, and accessessentialresources. Somenotable businessengagements include Sun Design Center, WOW! Tea, Wei’s Fish, Mirapath, and House of Miracles.
Furthermore, Economic Development leveragesnetworks within the commercial real estateindustry to bolster recruitment and fill vacanciesalong key commercial corridors.
Belowareafew examplesof programsthatpromoteoutreachandengagement:
Cupertino BusinessOutreach Program
EconomicDevelopmentE-Newsletter
Online SearchableBusinessMap
Promote events such asNational Small BusinessWeek and Small Business Saturday to remind our community to shop local.
Attend networking events to stay apprised of the latest trends in the retail industry such asthe International Conferenceof Shopping Center.
BusinessAssistancePrograms & Events
To further support the startup and growth of local businessesin Cupertino, the Economic Development Manager connectsbusinessesto a broad portfolio of technical assistanceprograms. Theseprogramsaretypically facilitatedthroughworkshopsand webinars. Additionally, theEconomicDevelopmentManagerfacilitateseventsto foster networkingandcollaborationamonglocalbusinessowners, aimingto equipthemwith the knowledge, resources, and connections vital for their growth and prosperity. Below is an overview of recent and upcoming businessassistanceprograms and events:
ADA Webinar
RetailTheftPreventionWebinar
SmallBusinessWorkshopSeries
Commercial RealEstateBroker Breakfast
Professional Women’s Luncheon
Green RebatesWorkshop
Working with City DepartmentsandOutsidePartners
Partnerships are integral to the City’s economic development efforts and facilitate collaboration, efficiency, and resourceoptimization. This includes inter- departmental collaboration in areaslike permit facilitation, ensuring local businessescan navigate the regulatoryprocessessmoothly. Notably, localbusinessesalongkeycommercial corridorslike ShaneCompany, Di Vittorio Enterprises, Toby’sBoardgame, 76Gas Station, andApple havebenefitedfrom shorterreviewcycles, expeditedplan reviews, and faster permit issuancedue to this collaborative approach. Additionally, partnerships with outside organizations enable staff to offer robust programs and servicesto local businessesin need of additional assistanceand resources. There are a variety of partnershipslistedbelowwhich supporttheCity’seconomicdevelopmentinitiatives.
Inter-Departmental Collaboration and Permit Facilitation CupertinoChamberof Commerce
CupertinoBusinessConnectPlatform
Applied Development EconomicsMarket Study
Native Digital StrategicCommunication Support
As outlinedabove, theEconomicDevelopmentManager, working hand-in-handwith internalandexternalpartners, offersanextensiverangeof supportto fosterbusiness revitalization along key commercial corridors and citywide.
Looking ahead, Economic Development will continue to engagewith the business communityby introducingnew outreach, programs, andpartnerships. Tofurther boost retail recruitmentandtackleground-floor vacancies, theCity’sfuture effortscouldfocus alongmajorcommercialcorridors, including the “Heartof theCity” area, wheremostof the City’s shopping centersare located. Theseproactive approacheswill be vital aslocal businessescontinue to adapt to today’s dynamic economic environment.
Prepared by: Daniel Degu, Economic Development Manager
Reviewed by: Tina Kapoor, Deputy City Manager
Matt Morley, Assistant City Manager
Approved for Submission by: PamelaWu, City Manager
Attachments: None