ECONOMIC DEVELOPMENT AND REVITALIZATION
STANDING COMMITTEE MEETING
July 8, 2025
2:30-3:30 PM
City Hall – Conference Room 1
130 Cremona Drive, Suite B
Goleta, California
Councilmember Luz Reyes-Martín
Councilmember James Kyriaco
Robert Nisbet, City Manager
Jaime Valdez, Assistant City Manager
Shannon Kirn, Assistant to the City Manager
Blake Markum, Management Analyst
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AGENDA
I. Public Comment (5 Minutes)
II. Economic Development Strategic Plan Progress Report and (40 Minutes) Proposed Focus Areas for Fiscal Year 2025-26
III. Old Town Pride of Place Grant Program Update (15 Minutes)
Americans with Disabilities Act: In compliance with the ADA, if assistance is needed to participate in a City Council meeting (including assisted listening devices), please contact the City Clerk's office at (805) 961-7505. Notification at least 72 hours prior to the meeting helps to ensure that reasonable arrangements can be made to provide accessibility to the meeting.
MEMORANDUM
DATE: July 8, 2025
TO: Economic Development & Revitalization Standing Committee FROM: Jaime Valdez, Assistant City Manager
CONTACT: Shannon Kirn, Assistant to the City Manager
SUBJECT: July 8, 2025, Economic Development & Revitalization Standing Committee Meeting
ITEM I. Public Comment (5 Minutes)
ITEM II. Economic Development Strategic Plan Progress Report and (40 Minutes) Proposed Focus Areas for Fiscal Year 2025-26
RECOMMENDATION
Receive a progress report on the Economic Development Strategic Plan and provide feedback to staff on the proposed focus areas for Fiscal Year 2025-26.
BACKGROUND
In June 2023, the City Council adopted the five-year Economic Development Strategic Plan (Plan) to serve as a roadmap for implementing the City’s economic development initiatives through 2028. At the heart of the Plan are six Imperatives—broad focus areas that are essential to the Plan’s success. Each Imperative is supported by a set of Strategies, which outline specific initiatives or actions designed to advance the broad focus areas, and Objectives, which provide metrics to track progress and measure success. These Strategies are not intended to function as a rigid to-do list, but rather as a flexible guide to be reviewed annually to prioritize workload and ensure alignment with the Objectives tied to each Imperative.
To support strategic implementation, the Core Planning Team developed the Sequencing Spreadsheet that organizes all the Strategies into three phases: Year 1, Years 2-3, and Year 4 and beyond. The tool serves as a general timeline to guide the City’s efforts and ensure progress over the life of the Plan. Staff updated the Sequencing Spreadsheet to accurately represent the work already started during the first two years of the Plan as well as current and future work to be performed (Attachment 1). The Plan is currently in Year 3. This report provides
a summary of progress to date and outlines the proposed Imperatives to guide work efforts for the current Fiscal Year (FY) 2025-26.
As part of the Two-Year Budget adopted on June 17, 2025, the City Council allocated $150,000 to support economic development initiatives, including a line item of $50,000 for the Goleta Entrepreneurial Magnet (GEM), in the City Manager’s Professional Services account for FY 2025-26.
DISCUSSION
Progress Report
Over the last two years, the City has made substantial progress toward implementing the 28 Strategies outlined in the Plan. Between FYs 2023-25, 12 Strategies were prioritized and actively advanced.
Several key highlights from the last two years include:
• Administering $300,000 in funding to support a variety of initiatives aimed at expanding access to affordable childcare.
• Enhancing the vibrancy of Old Town Goleta through strategic placemaking efforts such as the Meet Me in Old Town summer event series, the Mexican Independence Day celebrations, and the Goleta Holiday Parade, and through the administration of the Old Town Pride of Place (POP) Grant Program.
• Investing in critical community infrastructure projects, including Project Connect, the Goleta Train Depot, and San Jose Creek Multi-purpose Path. • Elevating Goleta’s profile as a hub for technology and innovation through the TechTopia Marketing Campaign, and the development of a new GEM post-discovery pilot grant program.
• Providing ongoing support to local businesses through social media marketing campaigns such as Old Town Open for Business and GoodLandGoodShopping. • Advancing inclusive economic growth by supporting underrepresented and emerging business owners through initiatives such as WEV’s Business of Care program and the Chamber’s Workforce Development program.
• Researching and developing various programs and policies to increase the diversity and availability of housing, including a Local Housing Preference Policy – a housing priority program for Goleta residents and employees, and an affordable housing design program.
A detailed update on the status of each Strategy is provided in the updated Sequencing Spreadsheet (Attachment 1).
FY 2025-26 Focus Areas: Jobs, People, Housing
Creating more local job opportunities, supporting people and small businesses, and addressing foundational needs like housing and workforce development are central to Goleta’s economic future. With this focus in mind, and to continue building momentum on the advancements over the last two years, staff are proposing the following Imperatives in Table 1 to guide the City’s
Economic Development efforts for FY 2025–26. A total of 13 Strategies have been identified for continuing focus in FY 2025-26, including three new initiatives proposed for development this year. Not all Strategies within each Imperative require direct funding, so the proposed budget in Table 1 below has been grouped at a higher level by Imperative to provide flexibility in implementation as opportunities arise. A narrative of the work efforts for each Imperative is described below. See Attachment 1 for the updated Sequencing Spreadsheet for the detailed status of each Strategy.
TABLE 1. FY 2025-26 FOCUS AREAS
Imperative $ Estimate
1. Amplify the reputation of Goleta as a world-class center of innovation and technology. $50,000
2. Improve access to economic opportunity by increasing the availability of livable-wage jobs and enhancing support for local BIPOC and women-owned small businesses and entrepreneurs.
$20,000
3. Enhance the experience of Goleta for both residents and visitors by leveraging Old Town’s unique historical and cultural identity and investing in district placemaking. $20,000
4. Improve City Government support of local businesses and relationships with economic development stakeholders. $50,000
5. Other $10,000
Total $150,000
1. Amplify the reputation of Goleta as a world-class center of innovation and technology. • To build on the momentum of previous years, staff recommend continued investments in GEM with the implementation of the new Startup Proof-of-Concept pilot grant program. These efforts will support emerging businesses, especially in the tech and innovation sectors, and strengthen Goleta’s position as a regional leader in entrepreneurship.
2. Improve access to economic opportunity by increasing the availability of livable-wage jobs and enhancing support for local BIPOC and women-owned small businesses and entrepreneurs.
• To strengthen the local talent pipeline and support business needs, staff propose developing a pilot workforce development initiative focused on high-demand, livable-wage sectors. The program would improve job access for residents while helping employers fill key positions through activities such as job fairs, career exploration with local school districts, sector-specific upskilling, and promotion of apprenticeship and certification programs aligned with employer needs.
3. Enhance the experience of Goleta for both residents and visitors by leveraging Old Town’s unique historical and cultural identity and investing in district placemaking. • With the Project Connect improvements underway, staff recommend continued investments in activating Old Town through a refreshed version of the Meet Me in Old Town summer event series. The events would be revamped to align with potential new opportunities created by the Pride of Place grant program and the
completion of the Project Connect construction in 2026 and would be held at a new location potentially on the west side of Old Town.
4. Improve City Government support of local businesses and relationships with economic development stakeholders.
• To better serve the diverse business sectors that are based in Goleta, and foster long-term success, staff propose developing a business onboarding and retention program that welcomes new and existing businesses, provides clear guidance on starting and operating in Goleta, and proactively connects businesses to City and community partner resources. The program would also include efforts to analyze and activate underutilized commercial spaces, and establish a formal feedback mechanism, such as an annual business survey or roundtable, to regularly assess business needs and challenges and ensure City services remain responsive and relevant.
5. Other
• To ensure initiatives are effective and responsive, staff recommend prioritizing the development of tools to track the Plan’s Objectives. While not a standalone strategy within the Plan, it is essential for evaluating whether the Strategies are delivering the intended outcomes. Some Objectives will rely on external data sources (e.g. mobile phone location data), while others will require internal tools, such as an annual community perception survey. Staff recommend dedicating resources to start both acquiring necessary data and building internal capacity to track and report progress on at least one Objective for each Imperative. • Funds would also be used for various sponsorships, programs and tools that support economic activity in the region, such as events and the GoodLandGoodShopping Campaign and business directory.
Staff welcome the Committee’s feedback on the proposed FY 2025-56 economic development focus areas and invite additional suggestions, priorities, or changes to the budget allocation.
Staff plan to return to the Committee’s next scheduled meeting in Fall 2025 with an update on the development of the proposed work efforts and more detail on any new initiatives at the Committee’s direction.
ITEM III. Old Town Pride of Place Grant Program Update (15 Minutes)
RECOMMENDATION
Receive an update on the Old Town Pride of Place (POP) Grant Program implementation.
BACKGROUND
On May 6, 2025, the City Council approved funding awards totaling $120,000 for the Old Town Pride of Place Grant Program, which supports community-driven placemaking, beautification, and business activation projects in Old Town Goleta to attract more customers to Old Town.
DISCUSSION
Following Council approval, staff have been working closely with grant recipients to finalize agreements, refine project scopes, coordinate permitting, and provide implementation support.
The funded projects reflect Old Town’s diverse character and include projects like storefront improvements, community events, and art murals.
As of June 30, 2025, 18 of the 22 grants have received their funding via check. For three recipients, staff are still waiting on either signed grant agreement or completed W9 form. One recipient, Starfish Connection, has declined the funding due to the proposed project having already been completed, along with a restructuring of their organization and a shift in their nonprofit fundraising model. Given the relatively small size of the grant ($1,250), staff plan to let the funds roll back into the General Fund. See Table 2 below for a detailed status update on each grant.
TABLE 2. POP GRANT AWARDS
Name of
Business
Applicant
Project/Program
Funding
Award
Amount
Grant
check
sent
(Y/N)
Status Notes
1 Avellana Dance
Studio LLC
Flamenco for All:
Cultivating Confidence
and Culture in Old
Town Goleta
$5,000 Y
2 Blue Blossoms Garden and Studio for
Community Events $5,000 N Waiting for signed grant agreement 3 Buscaron
Biometrics Advertising/Marketing $5,000 Y
4 Carpeteria
Carpet One Entry to Old Town $15,000 N Waiting for signed grant agreement 5 CopyRight
Old Town Rising:
Igniting Business and
Community Promotion
and Publicity Program
$7,500 Y
6 CZ Furniture
Solutions
Shop Local - Support
Goleta Small
Businesses
$3,500 Y
7 E Salon Pride of place grant $1,500 Y
8 Elvira's
Photography
and Video
Oldtown Sunday
Market and Swap Meet
- Weekly Merchant
Market in Oldtown
Goleta
$9,500 Y
Working with grant
applicant to ensure
compliance with city
Special Event
permitting
requirements
9 Foster
Functional
Fitness LLC
Foster Functional
Fitness/CrossFit Santa
Barbara Events &
Special Classes
$5,000 Y
10 Goleta Barbers
Original Center of Old
Town Goleta: Hollister
& Magnolia, An
Updated Version
$20,000 Y
Working with property
owner and grant
applicant to ensure
compliance with city
permitting
requirements (PW &
PER)
11 Island Seed &
Feed Signage & Resurfacing $2,750 Y
12 Latinos
Insurance
Agency
Advertising/Let
Customers We Still
Open
$1,500 (Just
for signage) Y
13 Liz G
Photography
Goleta 360: Shop &
Stroll $1,500 Y
14 NQ Nails and
Spa Services Inc Beautify old town $2,000 (Just for signage) N Waiting for signed grant agreement 15 OTC Coffee Inc.
Creating Community
through Coffee - A
Nexus for Old Town
$5,000 Y
16 Paperback Alley Make Books Pop $3,250 Y
17 Paperback Alley Old Town Community
Walks $4,250 Y
18 Santa Barbara
Aquatics
We Love the Ocean
Community Mural $3,750 Y
19 Santa Barbara
Electronics
Supply
Beautification of
buildings at 5836
Hollister
$7,500 Y
20 Skate One Corp.
DBA Powell
Peralta
Kellogg Square
Merchants United $5,750 Y
21 THE EDGE -
Salon &
Barbershop
New Dance Studio $4,500 Y
22 The Starfish
Connection
Historias de Old Town
Goleta y Isla Vista / Old
Town Goleta and Isla
Vista Stories:
Chicana/o/x Theater
Workshop &
Community
Performance Project
$1,250 N Recipient declined
funding
TOTAL $120,000
ATTACHMENTS:
1. FY 2025-26 Sequencing Spreadsheet
ATTACHMENT 1
FY 2025-26 Sequencing Spreadsheet
Imperative Objectives FY 23-24 (Year 1) FY 24-25 (Year 2) FY 25-26 (Year 3) FY 26-27 (Year 4 +) Status Status Notes Increased brand recall/awareness
for Goleta as a center of
innovation and technology
Support marketing and branding
campaigns designed to position
Goleta as a technology and
innovation hub.
In Progress - On Going
Through professional services agreement with the South Coast Chamber of Commerce, Tech Tours are being scheduled and branding and marketing of Goleta tech companies will be launched this summer 2025 Increased number of jobs in
technology-based and innovationled sectors
Re-envision and expand the
GEM program to better support
high-growth startups.
Re-envision and expand the
GEM program to better support
high-growth startups.
In Progress - On Going
After collecting information from past grant recipients, the GEM Board developed a new pilot program to provide flexible funding to emerging ventures in the Goleta/Santa Barbara region that have completed their discovery phase with the goal of encouraging startups to stay in the region and move the needle
Increased number of jobs in
technology-based and innovationled sectors
Update local zoning to
encourage the development of
light industrial space.
Not Yet Started
Increased number and dollar
amount of local financing deals
(angel, seed, venture capital,
SBIR/STTR)
Study and launch a publicly
backed equity investment fund. Not Yet Started
Increased number of BIPOCowned and women-owned small
businesses
Invest in relationship
development with and support
of culturally focused
organizations to better support
women-owned and BIPOCowned small businesses.
Invest in relationship
development with and support
of culturally focused
organizations to better support
women-owned and BIPOCowned small businesses.
Invest in relationship
development with and support
of culturally focused
organizations to better support
women-owned and BIPOCowned small businesses.
In Progress - On Going
Various events and programs such as Mexican Independence Day, Business recognition program, Digital Equity Grant Program, WEV Business of Care Program, etc.
Increased number and size of
grants, loans, and investments
from City supported programs to
minority-owned small businesses
Establish a micro-enterprise
loan fund to help close capital
access gaps for local small
businesses.
In Progress - On Going Existing WEV streamlined business loan program Decreased underemployment of
historically marginalized
populations in the city
Partner with local workforce
development stakeholders to
support career pathway
opportunities for historically
marginalized populations.
Propose to start Year 3 See Memo
Decreased deficit of affordable
childcare slots by 2028
Partner regionally to identify
actionable strategies to improve
access to affordable childcare.
Partner regionally to identify
actionable strategies to improve
access to affordable childcare.
Partner regionally to identify
actionable strategies to improve
access to affordable childcare.
In Progress - On Going
Human Services Committee - FY 24-25 Childcare initiatives implementation with Children's Resource & Referral, Santa Barbara Foundation, and United Way, & upcoming FY 25-26 programs
Increased number of housing units
accessible to residents with Area
Medium Income (AMI) or less for a
family of four
Evaluate and streamline local
zoning and permitting
processes to increase the
diversity and availability of
housing.
Evaluate and streamline local
zoning and permitting
processes to increase the
diversity and availability of
housing.
Evaluate and streamline local
zoning and permitting
processes to increase the
diversity and availability of
housing.
In Progress - On Going PER Work Program- Implement Housing Element Programs such as Local Housing Preference Policy and affordable housing design standards.
Increased number of housing units
accessible to residents with Area
Medium Income (AMI) or less for a
family of four
Partner with local employers to
identify innovative solutions and
funding opportunities to
increase the availability of
workforce housing.
Not Yet Started
Decreased deficit of affordable
childcare slots by 2028
Partner with local organizations
with the shared mission to
incentivize employers to invest
in childcare options, particularly
for lower-income residents.
Partner with local organizations
with the shared mission to
incentivize employers to invest
in childcare options, particularly
for lower-income residents.
In Progress - On Going
Human Services Committee - FY 24-25 Childcare initiatives implementation with Children's Resource & Referral, Santa Barbara Foundation, and United Way, & upcoming FY 25-26 programs
Decreased deficit of affordable
childcare slots by 2028
Explore innovative solutions,
best practices, and legal
pathways to reserve affordable
housing for Goleta’s childcare
workforce.
Not Yet Started
Position Goleta as a local
leader of high-quality,
innovative affordable childcare and housing
solutions.
Amplify the reputation of
Goleta as a world-class
center of innovation and
technology.
Improve access to
economic opportunity by
increasing the availability
of livable-wage jobs and
enhancing support for
local BIPOC and womenowned small businesses
and entrepreneurs.
Imperative Objectives FY 23-24 (Year 1) FY 24-25 (Year 2) FY 25-26 (Year 3) FY 26-27 (Year 4 +) Status Status Notes
Increased positive neighborhood
perception of businesses in Old
Town as measured by an annual
business survey
Invest in infrastructure and
streetscape amenities in Old
Town.
Invest in infrastructure and
streetscape amenities in Old
Town.
Invest in infrastructure and
streetscape amenities in Old
Town.
In Progress - On Going Streetscape amenities such as bike racks, Meet Me In Old Town events, implementation of Pride of Place Grant Program
5-year increase in the number of
visitors to Old Town as measured
by cell phone location data
Explore the feasibility of a
Business Improvement District
(BID) through the Old Town
Visioning Process.
Not Yet Started Plan to explore after the completion of Project Connect Annual increase in service and
retail sales in Old Town
Identify incentives to encourage
property owners and
businesses to activate
underutilized properties in Old
Town.
Propose to start Year 3 See Memo
Increased positive neighborhood
perception of businesses in Old
Town as measured by an annual
business survey
Activate the implementation of
existing Old Town visions and
plans.
Activate the implementation of
existing Old Town visions and
plans.
Activate the implementation of
existing Old Town visions and
plans.
In Progress - On Going Project Connect, Interim Striping Project Increased positive neighborhood
perception of businesses in Old
Town as measured by an annual
business survey
Study, identify, and implement
anti-displacement tools and
strategies for Old Town
businesses and residents.
Study, identify, and implement
anti-displacement tools and
strategies for Old Town
businesses and residents.
In Progress - On Going Implementation of the Pride of Place Grant Program Annual increase in service and
retail sales in Old Town
Activate Old Town by studying
the feasibility of relocating City
services to the district and/or
investing in community
infrastructure.
Not Yet Started
Increased capacity to
accommodate higher resident use
and hosting of youth sports
tournaments at Goleta’s parks and
sports-related facilities
Prioritize the implementation of
existing City of Goleta Parks
and Recreation plans to
maximize the use of recreation
and sports facilities.
Prioritize the implementation of
existing City of Goleta Parks
and Recreation plans to
maximize the use of recreation
and sports facilities.
Prioritize the implementation of
existing City of Goleta Parks
and Recreation plans to
maximize the use of recreation
and sports facilities.
In Progress - On Going
Stow Grove Park Master Plan, Jonny D. Wallis Park, Armitos Community Garden, Goleta Community Center, Strategic Plan, Evergreen Park Master Plan
Increased ridership of public
transit options and use of active
transportation such as bicycles,
scooters, walking, etc.
Prioritize investments in transit,
bicycling, and pedestrian
infrastructure city-wide.
Prioritize investments in transit,
bicycling, and pedestrian
infrastructure city-wide.
Prioritize investments in transit,
bicycling, and pedestrian
infrastructure city-wide.
In Progress - On Going Goleta Train Depot, Interim Striping Project, Vision Zero, San Jose Creek Multi-Purpose Path
Decreased number of blackouts
and maintenance outages of the
electricity supply
Increase incentives and
streamline the process for
green alternative energy
projects that improve the
stability of electricity supply.
Not Yet Started
Promote stronger collaboration
with the Santa Barbara Airport
to foster industrial land
opportunities
Not Yet Started
Increased percentage of residents
who access high-speed internet
(data disaggregated by
demographics)
Partner with broadband
providers to support access to
high-speed internet for small
businesses and low-income
residents
Not Yet Started
Increased resident and business
community sentiment of Goleta as
a place to do business
Dedicate an economic
development staff position
within the City Manager’s
Office.
Not Yet Started
Increased resident and business
community sentiment of Goleta as
a place to do business
Analyze the City permitting
process to identify and
implement opportunities to
improve efficiency and ensure
appropriate staffing levels.
Not Yet Started
Increased business retention rates
Collect and direct business
license regulatory fees to
support local businesses.
Not Yet Started
Increased number of new
businesses locating in Goleta
Partner with a third party to
create an assistance program
for businesses navigating City
and other government entity
processes.
Propose to start Year 3 See Memo
Increased business retention rates
Sign an intergovernmental
agreement to fund regional
tourism
Not Yet Started
8 11 13 13
Improve City Government
support of local
businesses and
relationships with
economic development
stakeholders.
Total # of Strategies
Enhance the experience
of Goleta for both
residents and visitors by
leveraging Old Town’s
unique historical and
cultural identity and
investing in district
placemaking.
Promote and advocate for
smart investments in
essential community
infrastructure.