Monday, October 7, 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
October 7, 2024Council Economic Development
Committee
Agenda
NOTICE: The Council Economic Development Committee will hold a meeting in Conference Room 2A.
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 in person Hayward City Hall, Conference Room 2A, 777 B Street, Hayward, CA 94541.
Please click the link below to join the webinar:
https://hayward.zoom.us/j/81833121409?pwd=0rE6FPLXNboUvgjDzAcE5U0ssSsJ1I.1 Webinar ID: 818 3312 1409
Password: CEDC-10/7!
Or join by phone:
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Webinar ID: 818 3312 1409
Password: 4674626031
International numbers available: https://hayward.zoom.us/u/kbdh23BVi3
CALL TO ORDER
ROLL CALL
October 7, 2024Council Economic Development
Committee
Agenda
PUBLIC COMMENTS:
The Public Comments section provides an opportunity to
address the Council Economic Development
Committee on items not listed on the agenda. The Council Economic Development 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 Council Economic Development Committee is prohibited by State law from discussing items not
listed on the agenda, items will be taken under consideration and may be referred to staff.
The Council Economic Development Committee welcomes
comments, including criticism, about the policies, procedures, programs, or services of the City, or of the acts or omissions of the Council Economic Development Committee. Speakers shall not use threatening, profane, or abusive language which disrupts, disturbs, or otherwise impedes the orderly conduct of a meeting. The City is committed to maintaining a workplace free of unlawful harassment and is mindful that City staff regularly attend public meetings.
Discriminatory statements or conduct that is hostile,
intimidating, oppressive, or abusive – are per se disruptive to a meeting and will not be tolerated.
APPROVAL OF MINUTES
Approval of the September 5, 2024 Special Meeting MinutesMIN 24-1011.
Attachments: Attachment I Draft Minutes from the September 5, 2024 Special CEDC Meeting
REPORTS/ACTION ITEMS
Introduction to Amazon Web Services (AWS) InCommunities Program and Hayward Fund Grant Program (Oral Report Only) RPT 24-0752.
Attachments: Attachment I AWS InCommunities Hayward Grant Recipients
October 7, 2024Council Economic Development
Committee
Agenda
Hayward Upward Economic Recovery Plan Update: Hashtag
Hayward Program
RPT 24-0803.
Attachments: Attachment I Staff Report
FUTURE AGENDA ITEMS
Future Meeting Topics as of October 7, 2024RPT 24-0774.
Attachments: Attachment I Future Meeting Topics as of October 7, 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 24-101
DATE: October 7, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Approval of the September 5, 2024 Special Meeting Minutes
RECOMMENDATION
That the Committee Members review and approve the attached Draft Minutes from the September 5, 2024 Special Meeting
ATTACHMENTS
Attachment I Draft Minutes from the September 5, 2024 CEDC Meeting CITY OF HAYWARD Printed on 9/30/2024Page 1 of 1
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COUNCIL ECONOMIC DEVELOPMENT COMMITTEE
MEETING MINUTES – September 5, 2024
CALL TO ORDER: Mayor Salinas called the regular meeting to order at 5:00 p.m.
ATTENDANCE: (September 2024-July 2025)
Meeting Attendees
Present
9/5/24
All Meetings
Year to Date
Meetings Mandated
By Resolution
Present Absent Present Absent
Mayor Salinas 1 0 1 0
Council Member Andrews 1 0 1 0
Council Member Bonilla 1 0 1 0
OTHERS IN ATTENDANCE:
Dustin Claussen, Interim City Manager; Regina Youngblood, Assistant City Manager; Paul Nguyen, Chief Economic Development Officer; Daniel Mao, Economic Development Specialist; Amber Green, Economic Development Specialist; Sara Buizer, Director of Development Services; Rodney Affonso Jr, Deputy Director of Maintenance Services; John Sanders, Streets Maintenance Manager; Colleen Kamai, Administrative Supervisor; Armando Quintero, Street Maintenance Supervisor; Will iam Deplitch, Police Captain; Roland Hull, Code Enforcement Inspector I; Phillip Nichols, Code Enforcement Manager; Lucas Woodward, Senior Transportation Engineer; Lucy Lopez, CEO of Hayward Chamber of Commerce; Nicholas Yoo
PUBLIC COMMENTS
There were none.
1. APPROVAL OF MINUTES OF REGULAR MEETING June 3, 2024
A motion to approve the minutes from the June 3, 2024, Regular Meeting was made by Council Member Andrews and seconded by Mayor Salinas. The minutes were approved.
2. Downtown Action Plan Working Group Update (Oral Report Only)
Mayor Salinas introduced Economic Development Specialist Dr. Amber Green , who then gave the presentation.
Hayward Council Economic Development Committee
Special Meeting Minutes
September 5, 2024
Council Member Bonilla thanked the staff for the presentation and the work that was done. He then asked how we can tell what projects are completed and what projects are ongoing. Chief Economic Development Officer Nguyen replied that the Downtown Action Plan Working Group will be creating a memo to send to the Mayor and City Council in the coming weeks to provide this information.
Council Member Bonilla asked how the projects were funded. Chief Economic Development Officer Nguyen stated each department used existing funds and staff resources to complete the projects.
Council Member Bonilla asked if the memo that will be sent out can include the frequency of ongoing projects like pressure washing. Director of Development Services Sara Buizer stated she will information on the Downtown Hayward Improvement Association ’s (DHIA) vendor’s schedule for pressure washing as it is included in their service contract.
Council Member Bonilla asked how the DHIA works and how the City funds these projects. Director Buizer explained the DHIA is a separate nonprofit entity , which is funded by property tax assessments paid by the City and property owners in the district. These funds are used for projects inside the district boundaries.
Deputy Director of Maintenance Services Rodney Affonso, JR. added that Maintenance Services routinely cleans the municipal parking lots in Downtown Hayward up to three times a week. He also added it is unsustainable for Maintenance Services to pressure wash the entire Downtown on a routine basis as it is too big of an area.
Council Member Andrews thanked DHIA and the participating property owners for paying into the assessment district and for their commitment to community events.
Council Member Andrews asked if there is any conversation on activating Heritage Plaza more than what has already been done , and to investigate partnering with other groups or doing an event monthly.
Council Member Andrews thanked Maintenance Services for their work and wanted to put on their radar that A and B Street traffic lights' timing and sensors need to be recalibrated.
Council Member Andrews requested an interim plan to activate Cinema Plaza.
Council Member Andrews asked if Economic Development could provide information to report street vendors on the Business Resource Guide Magnet.
Council Member Andrews asked if the valet parking program would only be on Foothill Blvd. or can B Street businesses participate. Senior Transportation Engineer Lucas Woodward stated the focus on the valet parking is on B Street and he will follow up with Public Works Deputy Director Hugh Louch, who has been leading the program.
Council Mem ber Andrews requested staff to educate business owners on available window replacements or treatments to prevent window breaking. She added that DHIA or the Hayward Chamber of Commerce could also lead these education programs for their members and can create a fund that said businesses can pull from to replace broken windows. Council Member Andrews asked if roll-up metal doors are allowed in front of businesses.
Hayward Council Economic Development Committee
Special Meeting Minutes
September 5, 2024
Council Member Andrews asked if we could have ambassadors to roam around Downtown Hayward.
Interim City Manager Dustin Claussen stated staff is currently researching that possibility and found it was difficult to find individuals and groups wanting to participate in the program.
Council Member Andrews stated she noticed the graffiti abatement. She asked if instead of painting over the graffiti , we could encourage business owners to place a mural at the cost of the business.
Code Enforcement Manager Phillip Nicholas stated they can work with the Mural Arts program coordinator and guide them to work with the business owners.
Mayor Salinas stated enforcement of bad behavior and bad conduct in Downtown Hayward is needed.
He added that the City of Hayward has invested millions of dollars in compassionate response strategies, healthcare treatment and housing, more than any other neighboring city. He stated that social media traffic and emails he received request more aggressive enforcement of laws. He added the city could do more enforcement while still being compassionate in responses.
Mayor Salinas added that he believes the Police Department and Maintenance Services Department have the support of the Council to enforce of the ordinances and policies that have been put forward.
He stated that the City has invested significant funding and resources to connect the unhoused population to health services, medical services, and food services.
3. Hayward Upward Economic Recovery Plan Update: Tuition Assistance
Chief Economic Development Officer Paul Nguyen introduced Economic Development Specialist Daniel Mao who then gave the presentation.
Council Member Andrews asked how many job fairs the Tuition Assistance program be able to collaborate on. Economic Development Specialist Mao stated under the current budget allocated to this program, our partners at Chabot College should be able to conduct one job fair each semester for the next two years.
Council Member Andrews asked if they could put the ages the job recruiters are looking for. Economic Development Specialist Mao stated the intent of these job fairs is for college students who are ready for a career. Council Member Andrews stated she would be interested in future job fairs for teenagers.
Council Member Andrews asked what the marketing plan for thes e job fairs was. Economic Development Specialist Mao stated when grants are issued emails are collected so the flyer is sent to them directly. He added that our partners are also sharing the flyer via their own social media accounts.
Council Member Bonilla asked if this is a one -time program or if this is ongoing. Economic Development Specialist Mao stated this is part of the suite of American Rescue Plan Act ( ARPA) programs meaning this is a one-time program.
Council Member Bonilla asked for clarification on the race and ethnicity data that was collected. Chief Economic Development Officer Nguyen stated the data collection was based on the same categories used by the US Census and relied on self -reporting. Council Member Bonilla asked to add gender to the data collection as well.
Mayor Salinas stated Hayward Unified School District (HUSD) and Hayward Area Recreation and Park Hayward Council Economic Development Committee
Special Meeting Minutes
September 5, 2024
District (HARD) had a job fair and HARD employed 65 youth and teens and HUSD employed over 100 teens.
4. FUTURE MEETING TOPICS
There were no comments.
COMMITTEE MEMBER/ STAFF ANNOUNCEMENTS AND REFERRALS
Council Member Andrews thanked everyone who participated in the Korean POP pop-up event in the Downtown Library.
Mayor Salinas thanked Maintenance Services for cleaning up the City of Hayward.
Chief Economic Development Officer Nguyen shared that East Bay Eats, a new food hall downtown, held a ribbon-cutting ceremony. The facility features 25 kitchen stalls.
Chief Economic Development Officer Nguyen shared Tea Villa, a boba milk tea shop, held a ribbon- cutting ceremony. This business is the first food and beverage store in the SoHay development.
Chief Economic Development Officer Nguyen shared that Khao Hom, a Thai fusion restaurant, held a ribbon-cutting ceremony on Foothill Blvd. He stated the restaurant has lines out the door on the weekends.
Chief Economic Development Officer Nguyen shared that El Pollo Loco on Whipple held a ribbon- cutting ceremony. This location is the second location in Hayward.
Chief Economic Development Officer Nguyen shared Raising Cane’s grand opening and the first store to be open in the former Kmart Site occurred in August.
Chief Economic Development Officer Nguyen shared that Blend It, a Latina-owned smoothie and Acai Bowl business on Foothill, held a ribbon-cutting ceremony.
Economic Development Specialist Mao announced Osorio Training Center's grand opening on September 11th, 2024, at 6 pm. He stated the business is a business concierge program client and received permitting assistance. He stated that the center will be providing free classes to youth through the nonprofit side of the business.
Chief Economic Development Specialist Nguyen stated Sprouts Farmer’s Market, a new grocery store in South Hayward, will be hosting their grand opening celebration at 6:45 AM on Friday, September 27th.
ADJOURNMENT: The meeting was adjourned at 6:00 p.m.
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 24-075
DATE: October 7, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Introduction to Amazon Web Services (AWS) InCommunities Program and Hayward Fund (Oral Report Only)
RECOMMENDATION
That the Council Economic Development Committee (CEDC) receives the presentation from Kalie Davis, External Affairs Manager, and Mitra Rogers, Public Policy Manager for Amazon Web Services (AWS).
SUMMARY
Amazon Web Services (AWS) is a global cloud computing business that has operated in Hayward since 2011. AWS created the InCommunities program to support and invest in the communities where AWS built and operates company infrastructure. It focuses on building lasting partnerships by supporting local education, workforce development, and environmental initiatives. AWS InCommunities offers resources, training, and opportunities to help people develop skills for careers in technology, improve local infrastructure, and create sustainable solutions. The AWS InCommunities program also provides grant opportunities to support community projects in the area of STEAM education, local skills development and social impact.
In November 2023, AWS launched the “AWS InCommunities Hayward Fund”, which allocated $100,000 to provide grants up to $10,000 each to Hayward residents, community organizations and schools interested in starting or expanding projects or programs involving science, technology and engineering, arts and math education, economic development and leadership, environmental sustainability, or community health and well-being. The 2024 program received a total of 75 applications. A total of 10 applicants received funding this year (Attachment I).
At the October CEDC meeting, Kalie Davis, External Affairs Manager, and Mitra Rogers, Public Policy Manager, will provide an overview of the AWS InCommunities program, report out on the 2024 Hayward Fund grantees and announce 2025 grant funding round.
Kalie Davis has over 15 years of experience in external affairs, specializing in local engagement, CITY OF HAYWARD Printed on 9/30/2024Page 1 of 2
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File #:RPT 24-075
workforce development, and strategic planning. In her current role, she leads local engagement efforts for AWS in the West Coast regions, focused on building strong partnerships with communities.
Mitra Rogers leads public policy efforts on behalf of AWS, and Amazon’s cloud computing business throughout California. She is responsible for leading AWS’ relationships with policymakers and advocating for policies that support the business.
ATTACHMENTS
Attachment I AWS InCommunities 2024 Hayward Grant Recipients CITY OF HAYWARD Printed on 9/30/2024Page 2 of 2
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2024 Awardees
AWS InCommunities Fund
Grant Recipients: Hayward
Hayward
Dia De Los Muertos Exhibit and Celebration
Description: Celebrating Dia de los Muertos through art and culture.
Senior Meals: Nutritious & Delicious!
Description: Providing hot, freshly made nutritious meals for seniors aged 60+ in a social setting.
Mental Health & Mindfulness Crafts
Description: Provide free mindfulness crafts and mental health resources at Hayward community events.
Bridging Divides in Hayward
Description: Empowering local families to bridge the digital, structural, and emotional divides they and their peers face as newly arrived refugees.
South County Homeless Project Therapeutic Community Garden Description: Renovating an outdoor space at a Hayward shelter to create therapeutic gardens with a community activity space.
Furnishings for Healing
Description: Furnishing an emergency housing campus to enhance the work youth are accomplishing to heal and foster a sense of ‘home.’
The Peace Haven Freedom Store
Description: Individuals and families will be able to choose any food sources and goods that are available that they need with dignity.
Empowerment for Human Trafficking Survivors
Description: Job Training/placement for survivors of human trafficking and high-risk communities, leading to economic advancement and transformation.
S.T.E.A.M. Programming Through Inclusive Art
Description: Utilize our gallery and makerspace to expand our diverse STEAM programming for Hayward schools and families.
Soar into Excellence 2023-2024
Description: Raising money to bring equity to Hayward schools, ensuring an enhanced learning experience for all.
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 24-080
DATE: October 7, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT: Hayward Upward Economic Recovery Plan Update: Hashtag Hayward Program
RECOMMENDATION
That the Council Economic Development Committee receives updates on the progress of the Hayward Upward Economic Recovery Plan: Hashtag Hayward Program.
SUMMARY
The Hashtag Hayward program, an ARPA-funded initiative within the Together for Hayward COVID-19 Economic Recovery Plan, is designed to help local businesses enhance their social media marketing efforts. By improving their digital presence, the program enables businesses to attract new customers and increase their sales. This report provides an update on the program’s progress and outlines next steps.
ATTACHMENTS
Attachment I Staff Report
CITY OF HAYWARD Printed on 9/30/2024Page 1 of 1
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DATE: October 7, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT: Hayward Upward Economic Recovery Plan Update: Hashtag Hayward Program
RECOMMENDATION
That the Council Economic Development Committee receives updates on the progress of the Hayward Upward Economic Recovery Plan: Hashtag Hayward Program.
SUMMARY
The Hashtag Hayward program, an ARPA-funded initiative within the Together for Hayward COVID-19 Economic Recovery Plan, is designed to help local businesses enhance their social media marketing efforts. By improving their digital presence, the program enables businesses to attract new customers and increase their sales. This report provides an update on the program’s progress and outlines next steps.
BACKGROUND
Prior to the COVID-19 pandemic, many businesses in Hayward struggled with adapting to digital marketing trends. The pandemic further disrupted traditional marketing strategies, as in-person engagement became limited, and businesses faced new challenges in connecting with customers. Meanwhile, consumer behavior rapidly shifted, with a growing number of customers turning to social media platforms to discover products and services, compare options, and make purchasing decisions.
In response to these challenges, the Hashtag Hayward program was launched to support local businesses in enhancing their brand identity and digital marketing capabilities. By providing grants and resources for social media marketing, the program has enabled businesses to reach a broader audience and capitalize on the growing trend of customers using online platforms as part of their buying journey. As social media has continued to
evolve, Hashtag Hayward has helped businesses stay competitive in an increasingly digital marketplace, adapting to changes in consumer behavior and meeting the demand for more dynamic and interactive customer engagement.
DISCUSSION
Hashtag Hayward Program
The Hashtag Hayward program is designed to support local businesses in enhancing both their physical spaces and social media presence, providing a two-pronged approach to attracting customers in today’s competitive digital marketplace. With the increasing use of social media as a tool for discovering products and services, Hashtag Hayward aims to help businesses adapt to this shift in consumer behavior by offering grants to improve their visibility both online and offline.
A portion of these funds was utilized by businesses to enhance their physical locations in ways that encourage customer engagement through social media. Staff provided consultation services to businesses, offering recommendations on physical improvements that would make the greatest impact on attracting more customers and improving social media engagement. Below are examples of physical improvements that staff has recommended:
Interactive Murals and Sculptures: Collaborations with local artists to create visually engaging elements that make spaces "selfie-worthy" and encourage customers to share their experiences online.
Window Lighting and Façade Enhancements: Eye-catching lighting, murals, and other aesthetic improvements to attract attention and increase foot traffic. Corner Building District Identity: Vibrant murals on corner buildings that highlight the unique character of Hayward’s commercial districts. A-Frame or Blade Signs: Pedestrian-friendly signage to draw attention, especially in high-traffic areas.
Seating, Wayfinding, and Center Lighting: Improvements that enhance the overall customer experience and create a welcoming environment.
The second major component of the program connects businesses with local social media influencers, helping them further engage with potential customers through innovative collaborations. As a result, participating businesses have seen an increase in both direct social media engagement and organic customer-driven content, with each business generating an average of 200,000 views on their social media pages. The program has directly generated over 2.5 million views and continues to grow daily. Additionally, businesses have experienced follower growth ranging from 1,000 to 3,000, allowing them to build on the momentum created by the viral content produced through influencer collaborations. This growth ensures that businesses can maintain a long-term digital presence, continually engaging with a broader audience and driving sustained customer
interest. The combination of dramatic physical improvements and the creation of viral content contributed to increased foot traffic and sales, with participating businesses experiencing estimated revenue growth of as little as 25% and as much as 100%.
Through Hashtag Hayward, local businesses are better positioned to compete in an evolving digital landscape while simultaneously improving their physical presence in the community. This combination of physical and digital enhancements has proven effective in strengthening businesses’ brand identities and expanding their customer bases. The program also addresses the need for organic placemaking, providing businesses with the opportunity to become community anchors and integral parts of Hayward's city identity. By enhancing both their online visibility and their role within the community, these businesses are not only thriving but also contributing to the city's cultural and economic fabric.
NEXT STEPS
The first round of the Hashtag Hayward program is nearing completion, with seven of the nine participating businesses having fully completed physical improvements and published social media content through influencer partnerships. The remaining two businesses are expected to finish by October 31, 2024.
Staff will continue to track the progress of these businesses, focusing on skill-building and technical training opportunities that will enable them to sustain and build upon their initial success. This monitoring will help provide a clearer understanding of the program's overall impact on both business growth and the perception of Hayward in the digital landscape.
An additional $100,000 has been approved for the program in FY 2025, allowing for a second round of grantees.
Ongoing evaluation of the program’s effectiveness will include gathering feedback from participants to ensure it continues to meet the evolving needs of the business community and consumer trends.
FISCAL IMPACT
Funded initially through the City’s ARPA funds, the Hashtag Hayward program was allocated $90,000. City Council has since approved a one-time allocation of $100,000 from the general fund to support an additional round of grantees. This report reflects the commitment of the City of Hayward to address the economic challenges brought about by the pandemic and contribute to the long-term prosperity of its residents and business community.
Prepared by: Daniel Mao, Economic Development Specialist
Recommended by: Paul Nguyen, Chief Economic Development Officer
Approved by:
_________________________________
Dustin Claussen, Interim City Manager
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 24-077
DATE: October 7, 2024
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Future Meeting Topics as of October 7, 2024
RECOMMENDATION
That the Committee Members review and comment on the attached Future Meeting Topics
ATTACHMENTS
Attachment I Future Meeting Topics as of October 7, 2024 CITY OF HAYWARD Printed on 9/30/2024Page 1 of 1
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Council Economic Development Committee
Future Meeting Topics as of
October 7, 2024
RESPONSIBLE
STAFF
FUTURE MEETING AGENDA ITEMS
PRESENTATION
DATE*
Economic
Development
Hayward Upward Economic Recovery
Program Updates Standing Item
Development
Services Development Services Activity Update November 2024 Economic
Development Economic Development Activity Update December 2024 *Subject to change and data availability