1 Council Economic
Development
Committee
January 26, 2023
Hayward Police Department Year-End Report
2 How to Provide Public Comments
The Council Economic Development Committee is accepting public comments prior to the meeting via email or during the meeting via the Zoom link or Zoom dial-in information listed on the published agenda.
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• Use headphones/mic for better sound quality and less background noise • Decorum: Please be mindful that virtual meetings are public and will be recorded. All meeting rules of procedure and decorum, including speaker time limits, will apply. The Staff Liaison, via the host, may remove individuals for persistent disruption or any conduct or statements that threaten the safety of any person(s) at the meeting.
Hayward Police Department Year-End Report
3 Approval of Minutes from Sept. 22, 2022
Regular Meeting
Hayward Police Department Year-End Report
4 Economic Recovery Program Update:
Open For Business
Background:
•Needs assessment found businesses wanting marketing assistance to encourage return to brick and mortar
•Budgeted $250K from ED's ARPA allocation
•Issued RFP and selected CSU East Bay College of Business & Economics:
First engagement with CSU East Bay MBA Program
Partnership supports small businesses and meets our workforce development goals by providing hands-on experience for students
Engages students to discover & shop locally
Hayward Open for Business
DR. NANCY MANGOLD PROGRAM LEAD & P ROFESSOR, CAL STATE EAST BAY &
EXECUTIVE DIRECTOR, EAST BAY SBDC
DR. IVAN FEDORENKO MARKETING PROFESSOR, CAL STATE EAST BAY
JUSTYN NIETO MARKETING STUDENT, CAL STATE EAST BAY
BRYCE ROOT MARKETING STRATEGIST & SMALL BUSINESS ADVOCATE &
SBDC ADVISOR
Hayward Open for Business Project
Dr. Nancy Mangold, Professor, Cal State East Bay and Executive Director, East Bay SBDC First such collaboration between the City of Hayward and the College of Business and Economics at Cal State East Bay.
Purpose:
◦ Highlight Hayward is open for business after the pandemic ◦ Showcase Hayward Small Businesses, their challenges and resilience ◦ Bring traffic to Hayward brick and mortar stores
To create a passion for Hayward residents to:
◦ Shop Hayward
◦ Support Hayward Small Businesses Today
This project is the work of Cal State East Bay’s SBDC Executive Director, consultant, faculty & 10 students.
10 Hayward Businesses that were
featured in videos
Hayward Open for Business Project
Dr. Ivan Fedorenko, Marketing Professor
◦ Selected 10 students from his marketing class to participate in the project ◦ Selected 10 businesses from City’s list of businesses ◦ Guided the contents and preparation for the video for each business including ◦ Research each business’s background
◦ Conduct marketing analysis
◦ Interview the business owner
◦ Prepare a storyboard for the video
Hayward Open for Business Project
Justyn Nieto, Marketing Student
◦ Jointed one of the Five Teams of 2 students each
◦ Work on several businesses assigned
◦ Each team conducted research for each business’s background ◦ Meet and interview the owners
◦ Prepared marketing analysis and storyboard
◦ Assist with the video shoot
Hayward Open for Business Project
Bryce Root, Marketing Strategist, Small Business Advocate & SBDC Advisor
◦ Marketing plan
◦ Work with Dr. Mangold, Professor Fedorenko and student teams on the research and storyboard
◦ On site video shoots
◦ Production of videos
Show 2 Videos
1. City of Hayward Trailer 1
2. Favorite Indian Restaurant
Questions?
Hayward Police Department Year-End Report
12 NEXT STEPS
• ED staff collaborating with Community & Media Relations Division to launch program in February:
• Webpage
• Video release schedule
• Social media marketing campaign
• Contemplating promotional giveaways to encourage social media engagement, including a gift card contest
• Will solicit feedback from featured businesses to inform future programs
TOGETHER FOR HAYWARD
GIFT CARD PROGRAM
PAUL NGUYEN
Economic Development Manager
CATHERINE RALSTON
Economic Development Specialist
GIFT HAYWARD
A SHOP LOCAL GIFT CARD PROGRAM
•Assists businesses with setting up platform to accept gift cards and credit cards - Point of Sale Grant System
•Rewards Patrons for supporting Hayward small businesses •Customers receive reward incentives to encourage gift card purchases
•Similar programs offered in communities across the country and locally in Fremont, Livermore and Concord
Allocated Budget - $250,000
POINT OF SALE GRANT PROGRAM
• Businesses eligible to
receive up to $800
towards the purchase of
a new Point of Sale (POS)
system
• Allows customers to use
credit cards, including the
Together for Hayward
Gift Card
• 19 businesses have
utilized this program
FIRST
ANNIVERSARY
A YEAR OF SUPPORTING OUR LOCAL BUSINESSES
oLaunched November 1, 2021 – 35 participating businesses oOver 2075 gift cards were distributed totaling over $135,000 oGift cards were used at 63+ businesses
YEAR 2 – OUTREACH AND SIGN -UPS
Focused on commercial areas not currently represented by other participating businesses
Outreach to businesses inviting those not participating to sign-up New businesses that have opened since last year
Businesses that have received assistance through other COVID recovery programs
Businesses located in centers with other participating businesses Currently 109 Businesses are participating!
NEW BONUS CARD PROMOTION FOR THE HOLIDAYS
NEW PROMOTIONAL CONTEST
Beginning November 1 through
December 31, anyone who purchases a
gift card will automatically be entered
into a weekly drawing to win an
additional $50 gift card!
Drawing will take place each Monday
at noon and winners will be notified via
email.
There is no limit to the number of entries
a person can have each week.
MARKETING CAMPAIGN
Updated Commercial on City website
Social Media Marketing Campaign
880 Billboard Campaign
Email to all Business License Holders
Stack Newsletter Article
IT WAS A SUCCESS!
In November and December, 1,687 gift cards were purchased by customers with a value of $166,742
When combined with the bonus cards, over $333,000 of funds were added to circulation within our local business community
Over $222,000 of the cards purchased during Nov. And Dec. have been redeemed, $339,000 over the life of the program
Final infusion of $50,000 occurred on Monday, December 5 and was dispensed by Dec 17. At this time, no additional bonus cards are available. Customers will still be able to purchase new gift cards and use their previously purchased cards
WHERE THE MONEY HAS BEEN SPENT
Restaurant •47%
Retail •24%
Personal
Service •29%
Gift Cards
Spent
FISCAL IMPACTS
•Total Proposed Budget - Gift Card Program - $250,000
ARPA funds
•$75,000 initial influx to Yiftee to fund bonus cards and pay for fees associated with gift card purchases
•$45,000 used during the first year
•Additional $150,000 allocated and spent during
November and December. All funds have been depleted
THOUGHTS FROM THE
BUSINESSES
•Survey sent to participating businesses for feedback about the Gift Card program
•55% of Participating businesses indicated the program
boosted their sales 5 – 25%
•80% of businesses indicated the program brought them new customers each month
•Some Comments Shared by Businesses
•"This was my first year in business, but I saw a very large increase in revenue when the $100 bonus gift card was offered. Over 100% increase."
•"Customers loved the program and came from all over to spend money in Hayward that they would not have spent otherwise. They were impressed with the support the city was offering to it's small businesses and many of them were hoping that the program would come back this year."
OTHER RECOVERY PROGRAMS
Program Year 1 Year 2 Year 3
HAYWARD OPEN FOR BUSINESS - A MARKETING CAMPAIGN – UNDER WAY X
GIFT HAYWARD - A SHOP LOCAL GIFT CARD PROGRAM - COMPLETE X
GET DIGITAL - AN E-COMMERCE ASSISTANCE PROGRAM X X
RESTAURANT RELAUNCH & OUTDOOR DINING – UNDER WAY X
RESTORE AND REOPEN - A FAÇADE IMPROVEMENT PROGRAM – UNDER WAY X X SMALL BUSINESS ASSISTANCE GRANTS 6 – 20 EMPLOYEES - COMPLETE X X
HIRE HAYWARD - LOCAL HIRE SUBSIDY PROGRAM X X
TUITION ASSISTANCE X
EARN AND LEARN - ADVANCED MANUFACTURING JOB TRAINING AND
EMPLOYMENT PROGRAM
X
Hayward Police Department Year-End Report
27 Council Economic Development Committee
Future Meeting Topics as of January 26, 2023
*Subject to change and data availability
Hayward Police Department Year-End Report
28 Committee Member/Staff Announcements
Hayward Police Department Year-End Report
29 Retail Round-up
Look what’s coming soon!
Lincoln Landing
22301 Foothill Blvd
Downtown
1007 B St
Hayward Center (K-Mart)
26231 Mission Blvd
236 A Street
Downtown
236 B Street
Downtown
22415 Foothill Blvd
Hayward Center (K-Mart)
26231 Mission Blvd
Hayward Police Department Year-End Report
30 Adjournment