Item 323/2025
Final
City of Garden Grove
INTER-DEPARTMENT MEMORANDUM
To:
Lisa L. Kim From: Ursula Luna-Reynosa
Dept:
City Manager Dept: Economic Development &
Housing Department
Date: 9/9/2025
Subject: Approval of a Memorandum of Understanding between the Cities of Garden Grove, Fountain Valley, and Santa Ana for planning and development of a Little Saigon Business Improvement District Program; Award a contract to New City America, Inc. to provide Community Business District formation services (Cost:
$205,000); and Award a contract to Clarity of Place to conduct market research on Little Saigon. (Cost: $95,000)(Action Item)
OBJECTIVE
For the City Council to 1) Approve a Memorandum of Understanding (“MOU”) between the Cities of Garden Grove, Fountain Valley, and Santa Ana (collectively, the “Parties”) to support economic revitalization, job creation, and the cultural preservation of Vietnamese -American communities within their jurisdiction; 2) Award of contract to New City America, Inc. in the amount of $205,000 for the investigation and, if feasible, formation of a multi -jurisdictional business improvement district under Streets and Highways Code §§ 36500 et seq in the Parties’ respective Vietnamese business communities; and 3) Award a contract to Clarity of Place in the amount of $95,000 to conduct market research on Little Saigon as follows i) Cultural Visitor Profile, ii) Tourism Infrastructure Inventory, iii) Comparative Analysis, iv) Economic Opportunity Forecast, v) Stakeholder Engagement, and vi) Marketing Assessment, (collectively, “Destination Opportunity Assessment”).
BACKGROUND
The California Jobs First (CJF) state initiative, formerly the Community Economic Resilience Fund, is a major statewide economic development effort launched in 2021 that aims to build equitable, sustainable economies across California’s 13 distinct economic regions. Orange County was identified as one o f the 13 regions and the Orange County Business Council (OCBC) was selected to serve as the regional convener, coordinating efforts among businesses, labor, tribal representatives, academia, local government, and community organizations. CJF prioritizes c reating good -paying jobs and provides significant grant funding to advance the Governor’s Regional Investment Initiative (RII), which focuses on disadvantaged communities. Orange County received $14 million through the RII Catalyst (RIIC) phase of CJF to s upport pre-development activities, helping regional projects move from concept to implementation readiness.
Item 323/2025
In January 2025, Garden Grove in partnership with Fountain Valley and Santa Ana (collectively, the “Parties”) partnered to apply for RIIC – Round 1 funding to understand the opportunity to establish Little Saigon as a premiere statewide destination for cultural tourism that celebrates diversity and boosts the regional economy. This objective is to be accomplished through the investigation, and if feasible, formation of a Little Saigon Business Improvement District and Destination Opportunity Assessment (collectively, the “Project”).
DISCUSSION
With its rich history, dynamic Vietnamese -American culture, and concentration of dynamic eateries and restaurants, local markets, and cultural institutions , Little Saigon is a vibrant cultural and commercial hub that has since expanded into part of Garden Grove, Fountain Valley, and Santa Ana. Over the decades, it has become a vital economic engine for the region but also a symbol of resilience, identity, and community for generations of Vietnamese Americans in Orange County.
Little Saigon presents a significant opportunity as a premiere statewide destination for cultural tourism, drawing visitors seeking auth entic and immersive experiences. Building towards strategic investment in areas of infrastructure, signage, marketing and partnerships with travel and cultural organizations, the Project outcomes would strive to further position Little Saigon as a vibrant, year-round cultural destination that celebrates diversity and boosts the regional economy.
Cal State Fullerton’s Woods Center for Economic Analysis & Forecasting released its inaugural report, Little Saigon, Orange County: A Demographic and Economic Profile, in October 2024 (see Attachment 1). The comprehensive study paints the first-ever detailed portrait of Little Saigon that highlights population and growth trends, an economic snapshot, housing and income data, as well as economic shifts and opportunities. The Project is to build upon efforts made through the Cal State Fullerton landmark study that acts as both a benchmark and a roadmap – enabling policymakers, community leaders, entrepreneurs, and investors to build inclusive strategies that support economic parity, cultural vitality, and sustainable growth for Little Saigon.
In March 2025, the Parties were awarded $300,000 under the RIIC – Round 1 for the Project.
With this award, the MOU was developed to formalize the collaborative partnership between the Parties. The MOU designates Garden Grove as the lead agency responsible for overseeing administrative functions related to grant management, procur ement, and consultant oversight.
On July 3, 2025, the City issued two (2) Requests for P roposals (RFPs) to fulfill the Project scope of work:
1. Economic Market Assessment RFP;
2. Community Business District Formation RFP.
The City did n ot receive any proposal s for the Economic Market Assessment RFP. One (1) proposal was received from New City America, Inc. for the Community Business District Formation RFP which met all evaluation criteria. The RFP review committee consisted of one (1) representative from each city.
Item 323/2025
Due to the absence of proposals for the Economic Market Assessment RFP, the City moved forward with a sole source process and Clarity of Place was selected. The specific Scope of Work for both consultants are included as Exhibit “A” to their respective contracts and has been briefly described under the “OBJECTIVE” section of this staff report.
In May 2025, the Parties submitted another application for RIIC – Round 2 and were awarded an additional $250,000 to establish Design Guidelines for the Little Saigon Business Improvement District. The total funding awarded for the RIIC is $550,000. Staff will be soliciting proposals for this work and will return to the City Council for contract award.
FINANCIAL IMPACT
There is no financial impact to the General Fund. Staff are asking that $300,000 of the total $550,000 RIIC grant be appropriated into the State Grant Fund (233) to fund the scope of work outlined above. The additional $250,000 in grant funding will be appropriated when the contract for Design Guidelines is brought to council.
RECOMMENDATION
It is recommended that the City Council:
Authorize the Finance Director to appropriate a total of $300,000 for the Project;
Approve the Memorandum of Understanding (MOU) between the Cities of Garden Grove, Fountain Valley, and Santa Ana for planning, developing and eventual implementation of the Little Saigon Business Improvement District Program
Award a contract to Clarity of Place in the amount of $95,000 to provide Destination Opportunity Assessment for Little Saigon;
Award a contract to New City America, Inc. in the amount of $205,000 to provide Community Business District formation services for Little Saigon within the Parties’ respective Vietnamese-American communities; and Authorize the City Manager, or designee, to execute all agreements and any amendments to the MOU, Clarity of Place contract, and New City America, Inc. contract that may be necessary to carry out the Project.
By: Christy Le, Administrative Analyst
ATTACHMENT(S)
1. Little Saigon, Orange County: A Demographic and Economic Profile
2. Memorandum of Understanding
3. Clarity of Place Agreement
4. New City America Inc. Agreement