Monday, February 5, 2024
5:00 PM
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
Conference Room 2A and Virtual Platform (Zoom)
Council Economic Development Committee
Agenda
February 5, 2024Council Economic Development
Committee
Agenda
NOTICE: START TIME WILL BE DELAYED 30 MINUTES.
COUNCIL ECONOMIC DEVELOPMENT COMMITTEE WILL BEGIN AT 5:30 PM NOTICE: The Council Economic Development Committee will hold a hybrid meeting in Conference Room 2A and virtually via Zoom.
PUBLIC PARTICIPATION
How to submit written Public Comment:
Send an email to [email protected] by 2:00 p.m. the day of the meeting. Please identify the Agenda Item Number in the subject line of your email. Emails will be compiled into one file, distributed to the Council Economic Development Committee and staff, and published on the City's Meeting & Agenda Center under Documents Received After Published Agenda. Written comments received after 2:00 p.m. that address an item on the agenda will still be included as part of the record.
How to provide live Public Comment during the meeting.
Participate at Hayward City Hall, Conference room 2A or click the link below to join the meeting:
Please click the link below to join the webinar:
https://hayward.zoom.us/j/82461477654?pwd=
-ainJgRN1jAriqH0Aq7YqGZPC1B2igH-.KG2V8VbwHdgRfp_i
Webinar ID: 824 6147 7654
Password: CEDC-2/05!
Or join by phone:
US: +1 669 900 6833 or +1 646 931 3860
Webinar ID: 824 6147 7654
Password: 84634496
A guide to attend a virtual meetings is provided at this link: https://bit.ly/3jmaUxa
CALL TO ORDER
AB 2449 TELECONFERENCE NOTIFICATIONS AND CONSIDERATION
ROLL CALL
February 5, 2024Council Economic Development
Committee
Agenda
PUBLIC COMMENTS
(The PUBLIC COMMENT section provides an opportunity to
address the Commission/Committee on items not listed on the agenda. The Commission/Committee welcomes comments and
requests that speakers present their remarks in a respectful manner, within established time limits and focus on issues which directly affect the City or are within the jurisdiction of the City. As the Commission/Committee is prohibited by State law from discussing items not listed on the agenda, your item will be taken under consideration and may be referred to staff for further action. Speakers shall not use threatening, profane, or abusive language which disrupts, disturbs, or otherwise impedes the orderly conduct of a Commission/Committee
meeting. The City is committed to maintaining a workplace free of unlawful harassment and is mindful that City staff regularly attend Commission/Committee meetings.
Discriminatory statements or conduct that is hostile,
intimidating, oppressive, or abusive – is are per se disruptive to a meeting and will not be tolerated.)
APPROVAL OF MINUTES
Approval of the December 4, 2023 Regular Meeting MinutesMIN 24-0081.
Attachments: Attachment I Draft Minutes from the December 4, 2023 CEDC Meeting
REPORTS/ ACTION ITEMS
Approval of the Revised Regular CEDC FY24 Meeting ScheduleACT 24-0042.
Attachments: 2023-2024 CEDC Regular Meeting Schedule Revised Analysis of Hayward Housing and Rental Market within
Hayward (Oral Report Only)
RPT 24-0033.
Hayward Upward Economic Recovery Plan Update: Restaurant Relaunch and Restore and Reopen Programs
RPT 24-0064.
Attachments: Attachment I Staff Report
Attachment II Project Table
February 5, 2024Council Economic Development
Committee
Agenda
Hayward Restaurant Month 2024RPT 24-0045.
Attachments: Attachment I Staff Report
FUTURE MEETING TOPICS
Future Meeting Topics as of February 5, 2024RPT 24-0056.
Attachments: Attachment I Future Meeting Topics as of Feburary 5, 2024
COMMITTEE MEMBER/ STAFF ANNOUNCEMENTS AND REFERRALS
ADJOURNMENT
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: MIN 24-008
DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Approval of the December 4, 2023 Regular Meeting Minutes
RECOMMENDATION
That Committee members review and approve the attached draft minutes from the December 4, 2023 Regular Meeting.
ATTACHMENTS
Attachment I Draft Minutes from the December 4, 2023 CEDC Meeting CITY OF HAYWARD Printed on 2/1/2024Page 1 of 1
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COUNCIL ECONOMIC DEVELOPMENT COMMITTEE
MEETING MINUTES – December 04, 2023
CALL TO ORDER: Mayor Salinas called the regular meeting to order at 5:02 p.m.
ATTENDANCE: (October 2023-July 2024)
Meeting Attendees
Present
12/4/23
All Meetings
Year to Date
Meetings Mandated
By Resolution
Present Absent Present Absent
Mayor Salinas 3 0 1 0
Council Member Andrews 2 1 1 1
Council Member Bonilla 3 0 1 0
OTHERS IN ATTENDANCE:
Kelly McAdoo, City Manager; Regina Youngblood, Assistant City Manager; Paul Nguyen, Chief Economic Development Officer; Daniel Mao, Economic Development Specialist; Amber Green, Economic Development Specialist; Catherine Ralston, Economic Development Consultant, Sara Buizer, Director of Development Services; Jeremy Lochirco, Planning Manager; Javier Castro, Administrative Assistant; Donna Novitsky, Co-Founder of Yiftee; Ro Aguilar
PUBLIC COMMENTS
There were none.
1. APPROVAL OF MINUTES OF REGULAR MEETING November 6, 2023
A motion to approve the minutes from November 6, 2023, Regular Meeting was made by Council Member Bonilla and seconded by Mayor Salinas. The minutes were a pproved with Council Member Andrews absent.
2. Development Services Department Activities Update
Director of Development Services Sara Buizer gave the presentation.
Council Member Bonilla questioned what type of issues applicants are facing during building a building besides PG&E-related issues. Director Buizer stated challenges faced by developers included: the increase of interest rates, increased costs of labor and construction materials, and PG&E were factors for all projects. She added another challenge included the environmental clearance process led by Alameda County Department of Environmental Health. Chief Economic Hayward Council Economic Development Committee
Regular Meeting Minutes
December 4, 2023
Development Officer Paul Nguyen added that supply chain issues are causing a delay. PG&E requires transformers and other electric equipment to be delivered to a project site before PG&E will schedule installation work. He added that the staff is working closely with all the priority projects and finding creative ways to solve issues.
Council Member Bonilla asked if citizens questioned the housing element and design standard.
Director of Development Services Buizer stated that the outreach to the community was extensive so there have been no inquiries on this subject by the community.
Council Member Bonilla asked about the staffing shortage for Development Services. Director of Development Services Buizer stated she met with Human Resources and was working internally to streamline the multistep process. Council Member Bonilla stated a signing bonus could work in attracting candidates. Director of Development Services Buizer states she is in communication with Human Resources and exploring options.
Council Member Bonilla questioned if the move of the Housing Division from the City Manager’s Office to Development Services had any benefits so far. Director of Development Services Buizer stated that there is a lot of overlap between the two work groups. For example, when a Code Inspector inspects a property, notices that it may not be habitable, and relocation is needed, Housing staff can coordinate faster to assist those individuals. She then added she would be able to give more statics over time as it has only been five months since the integration. Council Member Bonilla added possibly adding goals to meet could help.
Council Member Bonilla inquired about the status of the CVS store on Foothill. Chief Economic Development Officer Nguyen stated that it is vacant and that his team is in close contact with the broker. However, no news regarding tenant leasing activity was available to report. Chief Economic Development Officer Nguyen added that the ED Team is supporting the real estate broker, including providing the Development Pipeline brochure and other data elements that may help attract users.
Mayor Salinas asked if that brochure was up to date. Chief Economic Development Officer Nguyen stated it has not been updated since Fall 2022 as it requires significant resources to prepare and a significant number of new projects need to be moved forward to warrant an update. However, it is due for an update in 2024.
Mayor Salinas asked for clarification on the difference between an accessory dwelling unit (ADU) and a “Junior ADU”. Director of Development Services Buizer Stated that a Junior ADU shares a cooking facility. Council Member Bonilla stated it’s a way to go around the housing ordinance.
Mayor Salinas wanted an update on the Maple and Main project. Director of Development Services Buizer stated that they may be facing financial challenges. City Manager McAdoo stated the developers are exploring converting the project to affordable housing.
Mayor Salinas asked about the B and Main project and if it was moving forward as planned. Director of Development Services Buizer stated that the developer is moving forward. They have been very responsive and have hopes of having the building delivered.
Mayor Salinas inquired about the Fletcher and Mission project. Director of Development Services Buizer stated that they will likely receive their entitlement by early 2024.
Hayward Council Economic Development Committee
Regular Meeting Minutes
December 4, 2023
Mayor Salinas asked about the requirements for the entry level Code Inspector position. Director of Development Services Buizer stated no degrees are needed for these positions. The Director added that they are working with Human Resources to move forward and have prioritized filling these positions. She added that for the time being they are prioritizing code cases.
Council Member Bonilla questioned what retail tenants are in the Mission Village project. The Director of Development Services Buizer responded that Starbucks would be entering that site.
Council Member Bonilla stated that another Starbucks was approved on Mission and Tennyson as well.
3. Hayward Upward Economic Recovery Plan Update: Together for Hayward e -Gift Card Program
Chief Economic Development Officer Nguyen stated that this is one of the most successful programs that was conducted and introduced Economic Development Consultant Catherine Ralston, who then gave the presentation.
Mayor Salinas asked what the incentive is to buy the cards without the buy-one-get-one-free (BOGO) cards promotion. Chief Economic Development Officer Nguyen stated that the shop local movement is a big incentive for the community members. Co-founder Donna Novitsky added the gift card industry is a billion-dollar industry and what the card does is allow people to gift these cards to others to go anywhere the cards are accepted in Hayward. Economic Development Consultant Ralston stated that parents who were polled stated that they bought gift cards for their children to go out with their friends.
Mayor Salinas asked if we could see which business gained the most out of it. Chief Economic Development Officer Nguyen stated that Economic Development Consultant Ralston aggregated data by trade sector and more information is available.
Council Member Bonilla asked how we could prioritize Hayward citizens getting these gift cards.
Chief Economic Development Officer Nguyen stated the main goal of the program is to drive customers into business Hayward residents or not. He added that we can work with Yiftee to explore an option for Hayward residents to buy first. Chief Economic Development Officer Nguyen then stated leading up to the new promotion, staff marketed it through the STACK newsletter, which mainly has Hayward residents signed up. He added that the local merchants promoted to their clients as well.
Chief Economic Development Officer Nguyen stated that the merchants who did more to promote the program, such as offering specials or promoting the gift cards through their social media absorbed more funds.
Council Member Bonilla then asked how this program could be continued since it was so successful.
Chief Economic Development Officer Nguyen stated that staff can request funding from through the city budget process and attempt to get corporate sponsors to assist . C ouncil Member Bonilla suggested there may be grant sources to keep the program going.
Council Member Bonilla questioned the $3.50 fee per card purchase. Chief Economic Development Officer Nguyen stated the city paid for the fee as part of the program.
Hayward Council Economic Development Committee
Regular Meeting Minutes
December 4, 2023
Mayor Salinas thanked the staff and the Yiftee representative.
4. FUTURE MEETING TOPICS AS OF November 6, 2023
Council Member Bonilla stated that he wanted to see the Gift Card Program come back to the committee.
COMMITTEE MEMBER/ STAFF ANNOUNCEMENTS AND REFERRALS
There were none.
ADJOURNMENT: The meeting was adjourned at 6:18 p.m.
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: ACT 24-004
DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Approval of the Revised Regular CEDC FY24 Meeting Schedule
RECOMMENDATION
That Committee Members review and approve the proposed Revised FY24 Regular Meeting Schedule
SUMMARY
Due to a committee member scheduling conflict, staff recommends moving the start time of the Council Economic Development Committee regular meetings to 5:30 PM through May 2024.
ATTACHMENTS
Attachment I Revised FY24 CEDC Regular Meeting Schedule CITY OF HAYWARD Printed on 2/1/2024Page 1 of 1
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COUNCIL ECONOMIC DEVELOPMENT COMMITTEE
2023-2024 REGULAR MEETING SCHEDULE
Meeting Location: CITY HALL
2ND FLOOR, CONFERENCE ROOM 2A/ZOOM (Hybrid meetings)
777 B STREET
HAYWARD, CALIFORNIA
Meeting Time: 5:30-7:00 PM or as noted below
Meeting Dates: The Council Economic Development Committee meets on the first Monday of each month except where noted otherwise.
March 4, 2024
April 1, 2024
May 6, 2024
June 3, 2024 (5 PM)
July 1, 2024 (5 PM)
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 24-003
DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Housing Division Manager
SUBJECT
Analysis of Hayward Housing and Rental Market (Oral Report Only)
RECOMMENDATION
That the Council Economic Development Committee (CEDC) accepts this informational report on the analysis of Hayward’s housing and rental market...End
SUMMARY
Per the request of CEDC members, Housing Division staff will conduct a presentation that provides an analysis of Hayward’shousing and rental market at the February 5th CEDC meeting. This presentation will include comparisons to other East Bay cities - Oakland, Alameda, Fremont, and Dublin. It will also include a sociodemographic community profile of each city, a breakdown of median asking rents, and median sales prices. The presentation will provide a breakdown of 2023 median sales prices as they relate to attached units (single-family) and detached units (townhouses and condominiums) and various price ranges units have sold for. Lastly, this analysis will indicate the minimum income required for prospective renters and homebuyers.
ATTACHMENTS
None.
CITY OF HAYWARD Printed on 2/1/2024Page 1 of 1
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CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 24-006
DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Hayward Upward Economic Recovery Plan Update: Restaurant Relaunch and Restore and Reopen Programs
RECOMMENDATION
That the Council Economic Development Committee receives updates on the progress of the Hayward Upward Economic Recovery Plan: Restaurant Relaunch and Restore and Reopen Programs...End
SUMMARY
The Restaurant Relaunch and Restore and Reopen Programs are two ARPA-funded programs within the City of Hayward’s COVID-19 economic recovery plan, which was reviewed by the Council Economic Development Committee in June 2021. These programs aim to support local restaurants and food businesses that have been negatively impacted by the pandemic by providing financial and technical assistance. The following report provides an update on the current state of the programs, their impact on the community, and proposed future actions. The staff presentation at the February 5th meeting will summarize program data and highlight the visual impacts of the grantee projects.
ATTACHMENTS
Attachment I Staff Report
Attachment II Project Table
CITY OF HAYWARD Printed on 2/1/2024Page 1 of 1
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DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT: Hayward Upward Economic Recovery Plan Update: Restaurant Relaunch and Restore and Reopen Programs
RECOMMENDATION
That the Council Economic Development Committee receives updates on the progress of the Hayward Upward Economic Recovery Plan: Restaurant Relaunch and Restore and Reopen Programs.
SUMMARY
The Restaurant Relaunch and Restore and Reopen Programs are two ARPA-funded programs within the City of Hayward’s COVID-19 economic recovery plan, which was reviewed by the Council Economic Development Committee in June 2021. These programs aim to support local restaurants and food businesses that have been negatively impacted by the pandemic by providing financial and technical assistance. The following report provides an update on the current state of the programs, their impact on the community, and proposed future actions. The staff presentation at the February 5th meeting will summarize program data and highlight the visual impacts of the grantee projects.
BACKGROUND
The COVID-19 pandemic dealt a devastating blow to the restaurant, retail, and service industries, forcing many businesses to temporarily or permanently shut down, resulting in significant job losses and revenue declines. Despite the lifting of restrictions and the reopening of businesses, these industries still face a host of challenges, including supply chain disruptions, labor shortages, and evolving consumer behaviors.
To help support local businesses during these difficult times, the City of Hayward launched two initiatives: the Restaurant Relaunch Program and the Restore and Reopen Program.
These programs are made possible through funding from the American Rescue Plan Act (ARPA) and are designed to provide eligible businesses with financial assistance and technical support to update their operations. By revamping and improving their facilities
and incorporating outdoor dining options where applicable, these businesses can attract customers back into their brick-and-mortar establishments. These initiatives aim to provide businesses with the resources they need to not only recover from the pandemic but also thrive in the long term.
DISCUSSION
Restaurant Relaunch Program
The Restaurant Relaunch program was intended to help businesses renovate their facilities and create outdoor dining opportunities where applicable.
Since the program's launch, Economic Development staff approved 13 businesses for funding, with the total amount of grant funding available being $250,000. Businesses can receive grants starting at $5,000 which increases based on the needs of the business and the extent of the project proposed. Consistent with the City’s commitment to equity and inclusion, all 13 businesses participating in the program are minority-owned.
To maximize the positive impact on the participating businesses while also improving the look and feel of the city's commercial corridors, the Economic Development Division created an architectural bench. The bench was made up of available architectural firms that worked with the participating businesses to create designs, obtain needed permits, identify contractors to complete the work, and manage the construction process. The cost of the architectural services was paid for by the grant funds provided through the program.
To date, twelve businesses have completed their renovations, or are close to completion.
Approved projects have included a full reface of an existing building, refurbished outdoor dining area, new building signage, refaced freestanding signage, paint, new interior upgrades, and more. To qualify for the program, a business must have no current code violations and must have an active, current business license. A complete list of participants along with a project summary for each participant can be found in Attachment II.
Restore and Reopen Program
The Restore and Reopen Grant Program provides technical assistance to eligible businesses located within the City of Hayward to help them adapt to changing market conditions and consumer behaviors. The program offers a range of services, including marketing support, menu development, online ordering and delivery platform implementation, and business coaching. In addition, businesses can receive grants ranging from $5,000 to $15,000 for repairs and exterior improvements, such as lighting, signage, and windows, including the cost of related city permit fees. The program budget is $200,000.
To date, 22 businesses have participated in the program, with 21 of the 22 being minority- owned. The businesses are spread throughout the entire City of Hayward and include restaurants, entertainment venues, salons, and retail stores. The program helped these
businesses update and renovate their establishments, making them more welcoming to customers. The program intends to drive customers back to brick-and-mortar locations, helping to revitalize commercial corridors and combat blight.
Approved projects have included interior improvements such as paint, flooring, seating, and other customer-facing items, new exterior signage, and exterior outdoor dining upgrades. To qualify for the program, a business must have no current Code Enforcement violations and must have an active, current business license. A complete list of participating businesses along with a brief project summary for each business can be found in Attachment II.
NEXT STEPS
The Economic Development Division is working diligently to complete the remaining projects for both the Restaurant Relaunch and Restore and Reopen Programs. Staff expects to exhaust the remaining budgets for both programs by the end of Q1 of this year.
FISCAL IMPACT
The Restaurant Relaunch and Restore and Reopen Programs have an allocated budget of $450,000, with $250,000 for the Restaurant Relaunch Program and $200,000 for the Restore and Reopen Program. These funds were made available through the American Rescue Plan Act (ARPA) to assist the City of Hayward in its economic recovery from the COVID-19 pandemic.
As of the writing of this report, all funding in both programs have been appropriated.
Prepared by: Catherine Ralston, Economic Development Consultant Daniel Mao, Economic Development Specialist
Recommended by: Paul Nguyen, Chief Economic Development Officer
Approved by:
________________________________________
Kelly McAdoo, City Manager
ATTACHMENT II
Restore and Reopen
Business Name Address Project Summary
Taqueria El Pastorcito 507 W Tennyson Rd New flooring, tables and seating.
Hawaiian Drive Inn #28 24251 Hesperian Blvd
New menu boards, soda fountain,
interior paint and refreshed
restrooms
Pupuseria Las Cabanas 30030 Mission Blvd New interior tables and chairs Le Paradis 22809 Mission Blvd New interior paint
World Famous Turf Club 30182 Industrial Pkwy SW
New exterior deck to increase
outdoor patio area
Country Waffles 22519 Main St
New seating and booth dividers,
new refrigeration and equipment to
offer expanded beverage options
Pearl's 26775 Hayward Blvd
New coffee and food equipment to
expand menu offerings
Pot Pie Paradise & Deli 3522 Arden Road
New electronic menu boards,
interior paint, exterior shade
canopy
Virgelina 22415 Foothill Blvd New exterior signage
Straw Hat Pizza 1653 Industrial Pkwy West
New interior paint, repaired
flooring, new seating
Vivoz 926 B Street
New interior seating, equipment,
paint and signage
China Cook 27320 Hesperian Blvd
New steam table to meet updated
health standards
Hayward City Pho 855 B St New exterior lighting for patio Bay Blow Bar 22632 Main St
New permanent signage, window
lighting and equipment
Caravan Restaurant and Grocery 28285 Mission Blvd
New permanent signage, kitchen
ventilation and equipment to
reestablish the restaurant as part of
the business
Bistro 1001 B Street
New interior and exterior tables
and chairs
Sector 19/Craft Eatery 22380 Foothill Blvd New exterior signage Worlds Fare Donuts 20770 Hesperian Blvd
New interior paint, flooring, and
refurbished seating
Tin’s Teapot Bistro 320 Jackson St
New sign, outdoor lighting, and
refurbished Instagramable outdoor
teapot
The Gurkha Kitchen 855 B St Updated outdoor dining area Alma’s Creations 925 B St New sign
Crave 26007 Eden Landing New sign
ATTACHMENT II
Restaurant Relaunch
Marley’s birthday event 838 B Street
Hosted a community street party
event
Yuki Hana Sushi 920 C Street
New interior flooring, tables, and
seating
El Taquito Restaurant 22354 Mission Blvd
Repaint and finish building, New
updated sign, Removal of outdated
mural, Installation of new custom
lighting
Hayward City Pho 855 B St
Renovated outdoor dining, Custom
benches, and fence
Chef's Experience China Bistro 22436 Foothill Blvd
New larger and brighter sign,
Awning Installation
Emil Villas 24047 Mission Blvd
Building painted and updated, Front
façade re-designed trim,
Refurbished iconic freestanding sign
Taqueria Arandas 512 W. Tennyson Rd Updated interior
Family house of Fish and Chips 25140 Mission Blvd
Updated signage and exterior
lighting
Sushi Ichimoto (Kobe Rolls Inc) 888 A Street
Updated exterior windows, Interior
improvements with lighting, paint,
and various improvements
Carmen & Family BBQ 692 West A Street
New interior flooring, paint, and
signage.
Guadalajara Tacos 251 A Street
New sign, Indoor dining furniture
and improvements
Blue Crown 1061 B St New sign
Mujiri 22530 Main St
New sign, complete interior
renovation including new chairs,
tables, interior paint, sushi bar
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 24-004
DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Hayward Restaurant Month 2024
RECOMMENDATION
That the Council Economic Development Committee receives updates on the Hayward Restaurant Month Promotion. ..End
SUMMARY
As part of the City of Hayward COVID-19 economic recovery plan that was reviewed by the Council Economic Development Committee in June 2021, the Together for Hayward e-Gift Card program and the Hayward Open for Business program were launched. These two programs were designed to encourage customers to shop and dine at Hayward brick-and-mortar businesses rather than spending money outside of the city or online. Utilizing the principles from the Hayward Open for Business and the software capabilities and brand awareness of the Together for Hayward Gift Card program earned to date, the Economic Development Division was able to launch its inaugural Hayward Restaurant Month in January 2024. The following report provides a summary of those efforts and results to date.
ATTACHMENTS
Attachment I Staff Report
CITY OF HAYWARD Printed on 2/1/2024Page 1 of 1
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DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT: Hayward Restaurant Month 2024
RECOMMENDATION
That the Council Economic Development Committee receives updates on the Hayward Restaurant Month Promotion
SUMMARY
As part of the City of Hayward COVID-19 economic recovery plan that was reviewed by the Council Economic Development Committee in June 2021, the Together for Hayward e-Gift Card program and the Hayward Open for Business program were launched. These two programs were designed to encourage customers to shop and dine at Hayward brick-and- mortar businesses rather than spending money outside of the city or online. Utilizing the principles from the Hayward Open for Business and the software capabilities and brand awareness of the Together for Hayward Gift Card program earned to date, the Economic Development Division was able to launch its inaugural Hayward Restaurant Month in January 2024. The following report provides a summary of those efforts and results to date.
BACKGROUND
December and January are traditionally slow months for restaurants. After the holiday season, consumers often cut back on spending, start new health plans, and limit their dining out. To help combat the slowdown in activity, VisitCalifornia.org launched a California Restaurant Month promotion in 2010. This promotion was to encourage residents to support their local eateries and celebrate the diversity of cuisine in the state.
Communities across California went on to adopt their own restaurant months and weeks that span throughout the year. The City of Hayward has never participated in any Restaurant Month or Week promotions previously.
DISCUSSION
As part of the ongoing implementation of the Open for Business Program, Economic Development staff continue to explore opportunities to help promote local businesses to the
community and encourage customers to shop and dine. The Yiftee platform, used to administer the Together for Hayward Gift Card Program, allows participating gift card businesses to showcase specials and promotions that are available when a customer uses their gift card. Staff decided that a Restaurant Month could be created by allowing participating gift card restaurants to create a special for listing on the website. This approach is consistent with CEDC member requests to keep the gift card program going.
Staff emailed all participating restaurants and received interest from 18 businesses to participate in the month-long promotion. To help create a consistent brand, the Economic Development staff created all the graphic visuals to be used on the gift card website, City social media accounts, and the individual social media accounts of the businesses. In addition, the Community Media Relations Division team also created a special landing page on the City’s website to showcase the participating businesses (https://www.hayward- ca.gov/business/hayward-restaurant-month), provide a map with the business locations, and a link for customers to purchase additional gift cards. In addition, a news article was released in The Stack Newsletter.
To further encourage participation by customers, staff created a gift card promotion allowing a customer purchasing a $100 gift card to be entered in a weekly drawing to win one of sixteen $100 gift cards. Drawings were held each Monday.
Through the City’s promotion of the Inaugural Hayward Restaurant Month, local media including, The East Bay Times and KTVU Fox 2 News reached out to Economic Development to run feature stories about the efforts and the ongoing promotion for the month of January.
ECONOMIC IMPACT
Hayward Restaurant Month had a positive impact on the participating businesses. As of the drafting of this report, 15 of the 18 participants absorbed gift card funds during the first two weeks of January. In addition, the number of sales increased after the stories about Restaurant Month ran on KTVU Fox 2 News on Wednesday, January 10, and Thursday, January 11th.
FISCAL IMPACT
Other than Economic Development and Community and Media Relations staff time, there was no fiscal impact associated with the launch of Restaurant Month. All the promotion of the event took place using the City’s existing social media accounts. The bonus cards that were sent to the weekly drawing winners came from funds recouped from unspent bonus gift cards from the previous bonus promotions.
Prepared by: Catherine Ralston, Economic Development Consultant
Recommended by: Paul Nguyen, Chief Economic Development Officer
Approved by:
___________________________________________
Kelly McAdoo, City Manager
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 24-005
DATE: February 5, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Future Meeting Topics as of February 5, 2024
RECOMMENDATION
That Committee members review and comment on the attached future meeting topics.
ATTACHMENTS
Attachment I Future Meeting Topics as of February 5, 2024 CITY OF HAYWARD Printed on 2/1/2024Page 1 of 1
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Council Economic Development Committee
Future Meeting Topics as of
February 5, 2024
RESPONSIBLE
STAFF
FUTURE MEETING AGENDA ITEMS
PRESENTATION
DATE*
Economic
Development
Hayward Upward Economic Recovery
Program Updates Standing Item
Hayward
Police
Department
Update on Hayward Police Department
Crime Prevention Services for Business March 2024
Public Works/
Information
Technology
Update on City Fiber/Broadband Initiatives
(Following update to CIAC)
To be scheduled
*Subject to change and data availability