CITY COUNCIL
HOUSING AUTHORITY AND
SUCCESSOR AGENCY TO THE EL CAJON
REDEVELOPMENT AGENCY
Ronald Reagan
Community Center
195 E. Douglas Avenue
El Cajon, CA 92020
City Council Priorities & Goal Setting Workshop
JANUARY 23, 2024 - 6:30 p.m.
Bill Wells, Mayor Graham Mitchell, City Manager
Steve Goble, Councilmember Vince DiMaggio, Assistant City Manager Gary Kendrick, Councilmember Morgan Foley, City Attorney Michelle Metschel, Councilmember Angela Cortez, City Clerk Phil Ortiz, Deputy Mayor
CALL TO ORDER: Mayor Bill Wells
ROLL CALL: City Clerk Angela Cortez
PLEDGE OF ALLEGIANCE TO THE FLAG AND MOMENT OF SILENCE
ADMINISTRATIVE REPORT:
1. 2024 City Council Priorities/Goal-Setting Workshop
RECOMMENDATION:
That the City Council conduct its annual Priorities/Goal-Setting Workshop and provide direction to staff in preparation for the 2024 City Council Action Plan.
ADJOURNMENT: The Joint Special Meeting of the El Cajon City Council/ El Cajon Housing Authority/Successor Agency to the El Cajon Redevelopment Agency held this 23rd day of January 2024, is adjourned.
City Council
Agenda Report
Agenda Item 1.
DATE: 01/23/2024
TO: Honorable Mayor and City Councilmembers
FROM: Graham Mitchell, City Manager
SUBJECT: 2024 City Council Priorities/Goal-Setting Workshop RECOMMENDATION:
That the City Council conduct its annual Priorities/Goal-Setting Workshop and provide direction to staff in preparation for the 2024 City Council Action Plan.
BACKGROUND:
This agenda report aims to prepare members of the City Council for the upcoming January 23, 2024 City Council Priorities/Goals-Setting Workshop to be held at the Ronald Reagan Community Center at 6:30 P.M. Specifically, this memo:
provides an update on the 2023 City Council Action Plan that was developed from the City Council Priorities/Goal-Setting Workshop,
1. recommends a format for this year’s workshop, and2.
suggests several goals for City Council consideration. 3.
As a reminder, the workshop facilitates the creation of the 2024 City Council Action Plan, which helps staff prepare the annual budget and prioritize resources. Because no organization (public or private sector) can focus on too many initiatives at one time, establishing key priorities and goals results in a higher rate of success in solving problems and making incremental improvements.
Ultimately, the intent of the workshop is for the City Council to agree on a unified vision for the upcoming year. Several specific benefits of identifying priorities and defined goals include:
Provides a clear message from the City Council to the community and staff of what the City Council aims to accomplish;
Fosters consensus on policies and projects within the City Council; Assists staff in allocating staff time and other resources; Supports the City Council’s proactive stance on accomplishing goals rather than reacting to issues; and
Creates a more transparent and accountable government.
Update of the 2023 City Council Action Plan
This report includes the 2023 City Council Action Plan matrix that was updated on December 21, 2023. The matrix identifies the six priority categories (City Beautification, Citizen Engagement, Economic Development, Homelessness, Public Safety, and Miscellaneous).
In addition, the matrix identifies 21 goals along with 65 specific milestones or tasks. For each of these milestones/tasks, staff determined if it was complete, in progress, ongoing, on-hold, or incomplete. The following is a breakdown of the status of milestones:
Complete 22
Incomplete/On-Hold 12
In Progress/On-Going 31
Many of the in progress projects are larger capital improvement projects or multi-year undertakings.
Proposed Workshop Format & Process
During the January 23rd workshop, staff recommends that the City Council determines if the priorities identified in 2023 should remain the top priorities for the City or if other priorities should be considered in 2024. Once the priorities are established, staff recommends that the City Council proposes, discusses, and agrees upon two to four goals for each priority. Staff recommends that these goals be a combination of continued goals from 2023 and new goals.
The City’s executive team will be present to answer questions that the City Council may have.
Continuation Projects to Consider
The following are projects that are not yet complete that staff believes have value to continue to pursue. These possible goals are categorized by the City Council priorities.
City Beautification –
Continue the myriad of capital improvement projects underway. Although staff felt it important to include these in last year’s CCAP, because the projects are underway, it may not be as critical to be included in the 2024 CCAP.
1. Mural project.2.
Citizen Engagement – many of the citizen engagement activities are now in the “ongoing” phase. Unless there are new goals, the City Council may want to remove Citizen Engagement as a priority category.
Economic Development –
Catalyst development projects, with a focus on a re-imagined civic center project, commenced in 2023. This project will continue to require staff time and resources. There is value in keeping this as a goal in 2024.
1. Parkway Plaza economic analysis and visioning.2.
Implement suggestions from PBID analysis.3.
Homelessness – no recommendation.
Public Safety – staff has seen progress in reducing calls from skilled nursing facilities. Staff recommends that this continues to be a goal in 2024.
Miscellaneous –
Veterans Memorial1.
Consider whether a lobbyist to assist the City has value. 2.
Other Possible Projects for City Council Consideration
The following are ideas generated by staff that align with priorities from the past few years.
These ideas or possible goals are broken down by City Council priorities.
City Beautification –
Establishing an annual landscaping beautification award program to promote private investment in property maintenance.
1. Creating a landscape grant program for properties near key intersections and freeway on/off ramps.
2. Citizen Engagement –
Establishing the East County Market Nights event.1.
Better understanding the needs of recent refugee populations and creating programs to assist in their assimilation into the community.
2. Establishing a customer service survey for all external contacts (passports, front counter, as well as the PAC) to obtain an understanding of how the City is providing services.
3. Implementing an “America on Your Street” program (neighborhood block parties). 4.
If the Citizen Engagement category is dissolved, staff recommends that these possible goals be placed in other categories if they are of interest to the City Council.
Economic Development –
Creating an Economic Development Manager position.1.
Enhancing the customer service experience for those developing or requiring permits in the City. This can be done with the assistance of a SDSU Capstone study, developer roundtable meetings, and customer service surveying.
2. Adopting an Implementation Plan for the City’s Economic Development Strategic Plan.3.
Creating a business grant focused on exterior paint and sign improvements.4.
Developing a campaign to attract first-time home buyers leaving other areas of San Diego County.
5. Homelessness – no recommendations.
Public Safety –
As a follow-up to the completed “Fire Department Standard of Coverage/Community Risk Assessment,” next steps could include conducting a strategy meeting in which the City Council identifies possible goals to consider and then staff can work toward implementing those goals.
1. Miscellaneous –
Exploring Short-Term Rental regulation policies.1.
Analyzing the application of the M-U Overlay Zone on the commercial properties fronting E. Main Street between Madison Avenue and Walter Way.
2. CALIFORNIA ENVIRONMENTAL QUALITY ACT:
The Goal Setting Workshop is exempt from the California Environmental Quality Act (CEQA) under section 15061(b)(3) of the state CEQA Guidelines. The “general rule” exemption states that where it can be seen with certainty that there is no impact on the environment, the activity is exempt from CEQA.
FISCAL IMPACT:
Budget considerations will be considered during the budget adoption process.
Prepared By: Graham Mitchell, City Manager
Reviewed By:
Approved By: N/A
Attachments
City Council Action Plan Update
City Council Action Plan Updated: December 21, 2023
STATUS REPORT
CITY BEAUTIFICATION
Goal/Outcome Dept. Milestones/Tasks
Target
Dates Status
City Beautification & Improvement
Projects
Focus on the completion of various
funded City beautification and
improvement projects
PW Neighborhood Street Lights Phase 2
Construction (34) 12/23
In Process: waiting on final
electrical service connection from
SDG&E.
PW Cool Zones Phase 1 (Rec Centers)
installation 05/23 COMPLETE
PW Johnson Ave. Fencing Improvements 12/23 In Process: received quotes from contractors.
PW Solar Project Phase 1 (PSC) 6/24 In Process: updating plans and specifications to go out to bid.
PW El Cajon Blvd. Transit Center Community
Improvements Completion (Roundabout) 02/24 In Process: under construction.
PW Jamacha Rd Safety Improvements Design
and Construction 02/24 In Process: design plans
complete. Preparing to go to bid.
PW Neighborhood Street Lights Phase 3 Design
and Construction (45) 04/24
In Process: completing plans
and specs. Project will go to bid
in Dec 2023 and award in Feb
2024.
PW Main Street Green Street 05/24 In Process: under construction.
PW Oakdale Alameda Design and Construction 06/24
In Process: contract awarded.
Waiting for approval of Caltrans
Encroachment Permit.
PW Cool Zones Phase 2 (Gyms) Design and
Installation 06/24 Incomplete
IT/PW Expand Broadband – Design and
Installation 06/24 In Process: out to bid, projected
to award Jan 2024.
PW W. Washington Ave. Safety Improvements
Design and Construction 06/24 Incomplete
FIRE/PW Wildfire Hazard Mitigation Plan
Implementation 09/24
In Process: evaluated RFP
responses, in contract execution
phase.
P&R/PW Park Amenity Project Design and
Construction, including pickleball courts 12/24 In Process: preparing RFP to advertise to on-call consultants.
FIRE/PW Fire Station 7 Design and Construction 12/24 In Process: analyzing cost estimates prior to bidding project.
Mural Project
Identify location and muralist for a
pilot mural program that includes
resident involvement
FIRE/PW
Identify a mural site and secure necessary
approvals (i.e. encroachment permit) 4/23
In Process: identified two
possible locations (Johnson
Avenue and 2nd Street
underpasses). Working with
Caltrans to secure permits.
Release RFP to secure a muralist 1/24
In Process: once permits are
secured, a RFP will be issued to
identify muralists.
Complete mural 7/24 Incomplete
Review Third Party Contractors
Complete a review of third party
contractors that provide City
beautification services to the City
PW/CD
Review contracts of contractors that
perform outsourced services for downtown
clean-up, City-wide clean-up, graffiti
removal, bus shelter maintenance, and
emptying public trash receptacles, etc. and
provide a report to the City Council
6/23
COMPLETE: Report presented to
the City Council on 6/27/23
Explore Technology Solutions
Consider issuing a Request for
Proposals for force multiplier
technological solutions that can
enhance the beautification of the City IT/CM
Release RFP to companies to present
projects that will result in benefits to the City
with a focus on enhancing neighborhoods
and City beautification
7/23
COMPLETE: a RFP was
released on 7/17/23 and due
9/5/23.
Evaluate gathered ideas/proposals and
present results to the City Council for
opportunities to employ innovative solutions
along with return on investment analysis
9/23
COMPLETE: no proposals were
selected.
CITIZEN ENGAGEMENT
Goal/Outcome Dept. Milestones/Tasks
Target
Dates Status
Increase Communication &
Engagement Efforts
Reach more citizens with more
frequency for repetitive messaging.
Develop two core audiences of El
Cajon citizens, as well as neighboring
communities to engage more of East
County visiting El Cajon to spend
dollars.
CM
Release re-bid of billboard RFP and enter
into an agreement with vendor 1/24
In Process: RFP was released
and bids returned on 5/17/23.
Staff has been preparing an
agenda item for City Council
consideration in Jan 2024.
Redesign newsletter content with an
approach to include citizens in upcoming
opportunities and increase reach to
residents via monthly electronic newsletter
3/23
COMPLETE: My El Cajon was
released in the Spring with a Fall
issue to be release on 8/29/23.
Develop two email lists for City Services
(residents) and City Events (residents and
neighbors)
ongoing
In Process: Through the My El
Cajon magazine, collecting data.
Create more events and neighborly
competitions for community engagement 9/23 COMPLETE: National Night Out completed.
Engage more local businesses in City
events to leverage their promotional efforts ongoing
COMPLETE: events this year
have included local business
partners.
Targeted paid ads with META to gain more
followers and repeat messages ongoing
In Process: since Jan 2023,
City has been using target ads
and has grown to 11,100
Facebook and Instagram
followers with an average
150,000 monthly impressions
and 30,000 engagements per
month.
City’s Mobile Phone App
Using marketing efforts, increase
mobile phone app subscribers by 30%
by December 31, 2023—an increase
of 2,300 subscribers.
CM
Rebrand the app and develop marketing
posts for social media throughout the year 3/23
COMPLETE: revisions to the
app were made on 5/19 and
5/31/23 and there is an ongoing
campaign to boost app
downloads and usage. Since
Jan 2023, downloads have
increased and more than 10% of
the El Cajon population has
downloaded the app.
Explore adding links to non-City utilities to
make payments 1/24
In Process: staff has contacted
AT&T to see if there is interest,
which there is. Staff believes
that this is a possibility and the
“ball is in AT&T’s court” to
consider next steps. Staff will
follow-up in Jan 2024.
Incorporate certain features of events
(America on Main Street, Hauntfest, other
downtown events) where the app is
necessary to participate in or adds
significant convenience
ongoing
COMPLETE: set push
notifications is possible and The
Magnolia ticket purchase for
events were available.
ECONOMIC DEVELOPMENT
Goal/Outcome Dept. Milestones/Tasks
Target
Dates Status
Downtown Project
Initiate a downtown catalyst
development project
CM
Develop a plan for the reimagining of the
civic center space and adjoining properties. 9/24
In Process: City Council
received a report on 7/25/23
about concepts being explored.
City Council received a report
regarding the State Surplus
Land Act with work continuing
on this through the next six
months. Staff is now preparing
an analysis with options for City
Council consideration.
Reach out to adjacent private property
owners in the project area, solicit interest,
and begin designing a “public-private
partnership” for interested parties.
10/23
In Process: staff has met with
several property owners about
development opportunities.
This will be an ongoing
process.
Retain designer/architect to prepare
concept drawings. 9/24
In Process: the City Council
received a report from Kosmont
& Associates about the need to
1) identify the target properties,
2) address Surplus Land Act
requirements, and then 3)
consider plans/drawing. Some
of this work is contingent on the
future of City Hall. Although
there is 8/23 deadline, staff
proposes that this should be re-
targeted to Fall 2024.
Parkway Plaza
With community input, develop a re-
envisioned Parkway Plaza
development plan and present it to
current owners and development
community
CM/
CD
Receive report from SDSU Capstone
project students 5/23
COMPLETE: the City Council
received a presentation on
6/27/23 along with additional
visioning possibilities.
Meet with primary property owners and
offer incentives to redevelop properties 8/23
In Process: staff has had initial
meetings with two of the
primary mall property owners.
These will be ongoing
discussions.
Release marketing package to
development community about venture
opportunities
10/23
In Process: RFP responses
analyzed for Professional
Financial Feasibility Analysis
with proposal to award bid on
12/12/23. Realistically, work will
be complete in 9/24.
Economic Development Fund
Create an Economic Development
Fund to fund incentives to specific
projects, business façade programs,
purchase potential motel properties,
and property assemblage efforts
Fin Create an Economic Development Fund as
part of the City’s budget 4/23
COMPLETE: $4 million in
ARPA funds identified for
projects.
CM
Develop possible programs for the City
Council to consider to support with the
Economic Development Fund
7/23
In Process: on 8/8/23, the City
Council gave staff direction to
explore three projects, which
are now being worked on
toward implementation.
CM Implement programs with marketing and
engagement
8/23
ongoing
On Hold – awaiting completion
of Economic Development
Implementation Plan (due to be
completed by Feb 2024).
Downtown Analysis
Complete and follow up on analysis of
Property Based Improvement District
(PBID)
CM
Engage a consultant in a comprehensive
analysis of the current PBID activities and
operations. Use finished analysis to revise,
refresh, and/or refocus PBID.
7/23
In Process: the report is near
completion with an expectation
to present to the City Council in
Jan 2024.
HOMELESSNESS
Goal/Outcome Dept. Milestones/Tasks
Target
Dates Status
Town Hall Meetings
Conduct four town hall meetings
before May 1, 2023 designed to
engage residents about challenges
and solutions around the topic of
homelessness
CM/
PD/ CD
Design and schedule four town hall
meetings, with the assistance of the East
County Homeless Task Force that will seek
input and foster engagement on the issue
of homelessness and its challenges
3/23
COMPLETE: Staff developed
and marketed four town hall
meetings.
Conduct four town hall meetings 4/23 –
5/23
COMPLETE: Town Hall meetings
conducted in April and May 2023.
Follow-up town halls have
occurred with a PTA group and
service club with others occurring
in the Fall with business group,
church groups, and at Hillsdale
Middle School (back to school
event).
Develop a video and report for City Council
review 7/23
In Process: a report to the City
Council was presented on
6/27/23. Staff has not prepared a
video about the results of the
town hall.
Education on Efforts
Continue efforts through updating the
City’s website, social media posts,
and video production about the efforts
the City makes towards addressing
homelessness
CM
A quarterly e-newsletter dedicated to the
topic of homelessness and housing
developments
7/23
On Hold: staff recommends that
the City not pursue a newsletter
dedicated to homelessness.
Social media posts promoting the positive
numbers of success stories by the City ongoing Incomplete Assist an East County City to Open
a Shelter
Assist a neighboring East County city
through the MOU to open a shelter
CM
Continue to offer funding and technical
assistance to neighboring cities through
one-on-one meetings and the East County
Homeless Task Force
ongoing Ongoing: assistance and funding
has been offered.
Policy/Strategy Consideration
Develop policies and/or strategies that
assist homeless individuals that come
to El Cajon for services return to their
jurisdiction of origin
CD
Ensure that permitted shelters and
homeless services providers have as a
conditional of approval or contractually a
“discharge plan” to ensure individuals are
transported and returned to their home
community.
ongoing
COMPLETE/Ongoing: staff
works to ensure that any licensed
service provider includes a
discharge plan provision. In
addition, the City Council directed
staff to prepare ordinances
related to the regulation of motels
and a special operations license
for service providers. The City
Council adopted those additional
ordinances and staff has
implemented the new policy.
Currently, there are six licensed
service providers and four
applications under review.
Monthly reporting has begun for
those with licenses.
PUBLIC SAFETY
Goal/Outcome Dept. Milestones/Tasks
Target
Dates Status
Street Camera/Fixed License Plate
Reader Pilot Program
Launch pilot LPR programs PD
Sign contract with vendor 4/23 COMPLETE
Install cameras, operational program in
service 6/23 COMPLETE
Fire/Medical Response Coverage
Understand coverage issues for fire
and medical responses and develop
strategy to reduce reliance on mutual
aid and impact to Fire Department
personnel
Fire
Complete and present to the City Council a
“Standard of Cover/Community Risk
Assessment”
12/23
COMPLETE: City Council
received a presentation, with
more needed follow up in 2024.
Fire/
CD
Reduce calls run to convalescent homes,
skilled nursing facilities, and other
congregate care facilities by 10% by
December 31, 2023 from the previous year
through increased outreach efforts,
applying nurse navigation program, and
possible Municipal Code amendment
strategies.
12/23
In Process: in June 2023, staff
reviewed medical triage
procedures and under the
medical director’s oversight were
able to expand medical call
triaging to SNFs.
In July 2023, staff reached out to
the highest users (SNFs),
providing additional education
on use of 9-1-1 and to inform the
facilities about the upcoming
change to medical triage
procedure for 9-1-1 calls for
service to SNFs.
Medical triaging to SNFs went
live mid-August 2023. Compared
to the same timeframe in 2022
(08/24/22-11/24/22), the calls for
services volume to SNF’s since
the inception of the program on
08/24/23 to today has dropped
by 12%.
Further, pending completion of
the Standard of
Cover/Community Risk
Assessment, staff will
investigate the applicability of
existing Municipal Code
regulations if new regulations
will be supported by the
assessment.
Fire/
CM
Implement strategies to increase or modify
staffing to provide more effective coverage
for the community, depending on results of
the “Standard of Cover/Community Risk
Assessment”
1/23
On Hold: Assessment to be
presented to the City Council on
12/12/2023.
Police Department Attraction
Programs
Explore programs that will attract
quality new and experienced officers
to apply to join the City’s Police
Department
PD/HR
Consider augmenting the City’s signing
bonus program for new police officers,
lateral transfer officers, and referring staff
2/23
COMPLETE: a revised incentive
program was approved by the
City Council on 2/14/23.
Launch recruitment video 2/23 COMPLETE: released on
2/8/23.
MISCELLANEOUS
Goal/Outcome Dept. Milestones/Tasks
Target
Dates Status
Veterans Memorial
Working with the community and
stakeholders, identify a location, design,
and funding plan for the establishment
of a new Veterans Memorial.
RS
Finalize meetings with stakeholders 4/23 In Process: last meeting on 8/9/23
Report to the City Council with final
feedback and recommendations 5/23
COMPLETE: presentation
occurred at 9/12/23 City Council
meeting
Release RFP for Memorial Artist/Consultant 2/24 Incomplete Seek Stakeholder Feedback regarding
Memorial Artist 5/24 Incomplete
Present proposed design to the City
Council and seek direction on funding
options
8/24 Incomplete
Finalize contract with Memorial Artist 9/24 Incomplete
Deferred Maintenance Analysis
Prepare an analysis of the City’s
deferred maintenance projects and
Capital Improvement Plan
Fin
Present a report to the City Council on the
City’s deferred maintenance program and
Capital Improvement Plan and determine if
additional funding is required
1/24
In Process: draft report has
been prepared and staff report is
being drafted to present to the
City Council in Jan 2024.
Trolley Station Restroom
Request that MTS provide a restroom at
the El Cajon Transit Station.
CM
Present an analysis about restrooms and
public transit and explore options at El
Cajon station
5/23
COMPLETE: presentation
provided to City Council on
7/11/23.
Formally make request of MTS 6/23 COMPLETE: request letter sent on Aug 11, 2023.
Lobbyist Assistance
Consider contracting with a lobbyist to
assist the City message its needs
locally with other governmental
agencies, community groups, and
others.
CM
Draft a Request for Proposals (RFP) for
City Council consideration to solicit the
services of a lobbyist
2/24
In Process: staff is reviewing
sample RFPs and compiling a
list of municipal lobbying firms.
Additional feedback and
direction is required from the
City Council, which will be
sought at an upcoming City
Council meeting.
City Council to consider RFP responses 4/24 Incomplete