Monday, October 5, 2026
5:00 PM
CITY OF HAYWARD
Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
City Hall, Conference Room 2A and Virtual Platform (Zoom) 777 B Street, Hayward
Council Economic Development Committee
Agenda
Council Economic Development October 5, 2026
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/88056662507?pwd=qFxEZb1rbjZLeFIb6G8ukqiy3UMyOz.1 Webinar ID: 880 5666 2507
Password: CEDC-10/5!
Or join by phone:
US: 877 853 5247 (Toll Free) or 888 788 0099 (Toll Free) or 833 548 0276 (Toll Free) or 833 548 0282 (Toll Free) or 833 928 4608 (Toll Free) or 833 928 4609 (Toll Free) or 833 928 4610 (Toll Free) Webinar ID: 880 5666 2507
Password: 8192123727
International numbers available: https://hayward.zoom.us/u/kQT8FMOS
ROLL CALL
CITY OF HAYWARD Page 2 Monday, October 5, 2026
Council Economic Development October 5, 2026
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
1. MIN 26-083 Approval of the May 4, 2026 Regular Meeting Minutes Attachments: Attachment I Draft Minutes from the May 4, 2026 Regular CEDC Meeting
REPORTS/ACTION ITEMS
RPT 26-069 Hayward Amplified Program Update (Oral Report Only) Hayward Amplified 2.0 Program Framework and Request for Proposals Development (Oral Report Only)
RPT 26-070
Attachments: Attachment I - Draft Scope of Work
CITY OF HAYWARD Page 3 Monday, October 5, 2026
Council Economic Development October 5, 2026
Committee
Agenda
COMMITTEE MEMBER/STAFF ANNOUNCEMENTS AND REFERRALS
ADJOURNMENT
CITY OF HAYWARD Page 4 Monday, October 5, 2026
CITY OF HAYWARD Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: MIN 26-083
DATE: October 5, 2026
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Approval of the May 4, 2026 Regular Meeting Minutes
RECOMMENDATION
That the Committee Members review and approve the attached Draft Minutes from the May 4, 2026 Regular Meeting
ATTACHMENTS
Attachment I Draft Minutes from the May 4, 2026 CEDC Meeting CITY OF HAYWARD Page 1 of 1 Printed on 10/1/2026
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COUNCIL ECONOMIC DEVELOPMENT COMMITTEE
MEETING MINUTES – May 4, 2026
CALL TO ORDER: Council Member Andrews called the regular meeting to order at 5:05 p.m.
ATTENDANCE: (September 2025-July 2026)
Meeting Attendees
Present
05/4/26
All Meetings
Year to Date
Meetings Mandated
By Resolution
Present Absent Present Absent
Mayor Salinas 4 1 4 1
Council Member Andrews 5 0 5 0
Council Member Bonilla 4 1 4 1
OTHERS IN ATTENDANCE:
Jennifer Ott, City Manager; Paul Nguyen, Chief Economic Development Officer; Daniel Mao, Economic Development Specialist; Javier Castro, Community Programs Specialist
PUBLIC COMMENTS
There were none.
1. APPROVAL OF MINUTES OF REGULAR MEETING April 6, 2026 A motion to approve the minutes from April 6, 2026, Regular Meeting was made by Council Member Bonilla and seconded by Council Member Andrews. The minutes were approved.
2. APPROVAL OF THE FISCAL YEAR 2027 CEDC REGULAR MEETING SCHEDULE A motion to approve the Fiscal Year 2027 CEDC Regular Meeting Schedule made by Council Member Bonilla and seconded by Council Member Andrews. The schedule was adopted.
3. Hayward Amplified: Program Overview
Chief Economic Development Officer Paul Nguyen introduced the item, and Economic Development Specialist Daniel Mao delivered the presentation.
Council Member Andrews asked how the City could transition this work to other agencies, such as the Small Business Development Center (SBDC) or the Hayward Chamber of Commerce. Chief Economic Development Officer Nguyen stated that Hayward Amplified is a new program with staff implementing Hayward Council Economic Development Committee
Regular Meeting Minutes
May 4, 2026
it as a proof of concept. He explained that staff wants to collect additional data to demonstrate the program’s success and effectiveness before it becomes a model program that can be replicated by others. He added that other economic development organizations now conduct several COVID-19 recovery programs that Hayward initially launched. Chief Economic Development Officer Nguyen stated that the SBDC would not likely take on this program because it focuses on technical assistance and mentorship for small businesses. He added that staff could encourage the Downtown Hayward Improvement Association and the Hayward Chamber of Commerce to take on this work to benefit their memberships.
Council Member Andrews asked what the City could do to secure funding for activation events. Chief Economic Development Officer Nguyen stated that staff research found that private funders, including large businesses and banks, commonly sponsor these types of events. He added that some cities use tourism or visitors’ bureaus, which often receive fund allocations from transient occupancy taxes, provide event programming.
Council Member Andrews asked City Manager Jennifer Ott whether the City could use Transient Occupancy Tax (TOT) revenue for activation events. City Manager Ott stated that the City could not use those funds in Fiscal Year 2027, but could potentially consider them in the following fiscal year.
Chief Economic Development Officer Nguyen stated that the program provides businesses with the knowledge and tools to conduct their own activations. He added that, in the future, data showing how much businesses earn during activation events could motivate businesses to continue hosting activations independently.
Council Member Andrews stated that she would like staff to prioritize the Mission Boulevard, Tennyson Road, and Downtown Hayward corridors. She added that she would like to see events such as cup sleeve events. Council Member Andrews also stated that activations connect to public safety and asked whether staff could track crime statistics during activation events.
Council Member Bonilla asked how the City funds the program. Chief Economic Development Officer Nguyen stated that existing Fiscal Year 2026 allocations fund the program.
Council Member Bonilla asked whether the investment in the program would generate enough tax revenue or another form of return. Chief Economic Development Officer Nguyen stated that the City would not see a dollar-for-dollar return because revenue generation does not serve as the program’s primary goal. He explained that the program represents a long-term investment. Economic Development Specialist Mao stated that these programs create a cascading effect because businesses that do not directly receive funding can also benefit from increased activity. City Manager Ott added that other jurisdictions recognize that activation events can attract customers back to downtown areas, including on non-event days.
Council Member Bonilla suggested exploring a revolving loan or grant program that could continue assisting businesses while creating a self-sustaining funding model.
Council Member Bonilla asked how staff would select participants. Economic Development Specialist Mao stated that staff created a scoring rubric because the grant program uses a competitive selection process.
Hayward Council Economic Development Committee
Regular Meeting Minutes
May 4, 2026
Council Member Bonilla asked whether any business could qualify and whether staff would apply an equity lens during the selection process. Economic Development Specialist Mao stated that staff applies an equity lens to all Economic Development programs and typically focuses funding on small businesses located throughout the City.
Council Member Bonilla asked whether staff consider previous City funding when reviewing applications. Chief Economic Development Officer Nguyen stated that staff consider previous City funding as part of the selection criteria. He added that staff must balance that consideration because Hayward includes a finite number of businesses and an even smaller number that actively engage with the City. Economic Development Specialist Mao added that staff also conducts direct recruitment to broaden the program’s reach because many businesses do not follow the City’s social media accounts or newsletters.
Council Member Bonilla asked what type of business would make an ideal participant. Economic Development Specialist Mao stated that applicants must provide adequate space to host their proposed activation. Chief Economic Development Officer Nguyen added that activations can range from largescale to small-scale events as long as they activate the area and attract customers. Economic Development Specialist Mao added that businesses could also host multiple smaller events.
Council Member Bonilla stated that Mission Boulevard, Tennyson Road, and Southland Mall would serve as strong areas for activation events.
Council Member Bonilla asked whether the program would operate separately from a World Cup watch party. Chief Economic Development Officer Nguyen stated that a watch party could qualify as an activation because participating businesses could use the program toolkit to host those events and continue hosting future watch parties independently.
Mayor Salinas agreed with the other Council Members regarding the corridors that staff should prioritize.
Mayor Salinas stated that he would like staff to track how much revenue participating businesses generate during activation events.
Mayor Salinas also asked staff to prioritize family- and dog-friendly events.
4. Hayward Pulse: Business Engagement and Concierge Services Program Overview (Oral Report Only)
Chief Economic Development Officer Paul Nguyen introduced the item, and Economic Development Specialist Daniel Mao delivered the presentation.
Council Member Andrews asked staff to prioritize Southland Mall and engage with businesses to better understand the challenges they face and how the City can support them. She also asked staff to consider how the City can better support its top revenue-generating businesses, businesses in struggling corridors, and businesses impacted by bike lane projects.
Council Member Bonilla asked who would participate from the City’s leadership team. Economic Development Specialist Mao stated that the team would include the Mayor, Council Members, and Hayward Council Economic Development Committee
Regular Meeting Minutes
May 4, 2026
members of the executive team.
Council Member Bonilla asked whether staff would conduct site visits separately from CEDC meetings.
Chief Economic Development Officer Nguyen stated that not every site visit would require participation from the entire City team. He added that when a site visit requires Council participation, staff could schedule the visit in conjunction with a CEDC meeting. City Manager Ott added that the program would also help the City retain businesses that plan to expand.
Council Member Bonilla stated that he would like the program to prioritize and uplift businesses that play an important role in the fabric of the community, particularly those that may be struggling.
Mayor Salinas asked staff to collect as much data as possible so the City can use the information to develop stronger programs to assist businesses in the future.
Committee Members/ Staff Announcements and Referrals
Council Member Andrews asked what opportunities exist for Bay Area Rapid Transit (BART) activations and who could represent the City in pursuing those opportunities. City Manager Ott stated that she would follow up with the Council.
Council Member Andrews stated that she would not like another tour of Southland Mall but would like to meet with the new owners.
Council Member Andrews suggested engaging with Chabot College and California State University, East Bay to explore opportunities to better connect the institutions with the City, including events such as a Gladiator Day or Pioneer Day.
Chief Economic Development Officer Nguyen stated that staff, in partnership with the Alameda County Workforce Development Board, hosted an Apprenticeship Pathway Employer and Educator Forum. He added that more than 50 people attended the event.
Chief Economic Development Officer Nguyen announced that Cơm Tấm Bros, a Vietnamese restaurant located at 28565 Hesperian Boulevard, would open its doors on June 6 and host a lion dance as part of the celebration.
Chief Economic Development Officer Nguyen announced that the Startup World Cup East Bay Regionals would take place on September 10. He stated that the City serves as a sponsor of the event and that the Small Business Development Center (SBDC) serves as the event organizer.
Chief Economic Development Officer Nguyen announced that 1X Technologies, a robotics company in Hayward, began production of a humanoid robot designed for consumer use.
ADJOURNMENT: The meeting was adjourned at 6:07 p.m.
CITY OF HAYWARD Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 26-069
DATE: October 5, 2026
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Hayward Amplified Program Update (Oral Report Only)
RECOMMENDATION
That the City Council Economic Development Committee receives an update on the implementation and progress of the Hayward Amplified Program.
SUMMARY
The Hayward Amplified program is designed to support local businesses while creating new events, activities, and experiences throughout Hayward. Through the program, the City partners with businesses to develop public-facing activations that increase foot traffic, encourage community engagement, and give residents and visitors new reasons to experience Hayward’s commercial areas.
Through Hayward Amplified, participating businesses receive financial and technical assistance to develop and host events. Grant funding can also support investments in equipment and infrastructure, such as televisions, projectors, sound equipment, and other improvements that build the capacity of businesses to host future events beyond the initial program. Economic Development staff also provides technical assistance with event planning, marketing, promotion, and development of digital content to help participating businesses successfully reach and engage their audiences.
Program Highlights:
· Business-Led Activations: Supporting businesses in creating events and experiences that are open to the public and bring additional activity to commercial areas throughout Hayward. · Long-Term Business Capacity: Investing in equipment and infrastructure that businesses can continue to use for future events and activations.
· Marketing and Promotional Support: Providing technical assistance and content development to help businesses promote their events, expand their reach, and strengthen their marketing capabilities.
· Community Engagement: Creating new opportunities for residents and visitors to gather, CITY OF HAYWARD Page 1 of 2 Printed on 10/1/2026
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File #: RPT 26-069
experience local businesses, and participate in activities within Hayward’s commercial areas. · Demonstrating the Value of Activation: Giving businesses firsthand experience with how events and activations can attract new customers, strengthen relationships with the surrounding community, and create additional reasons for people to return.
By combining direct financial assistance with technical support and hands-on experience, Hayward Amplified is intended to build the capacity of local businesses to become active partners in creating vibrant commercial areas. Rather than supporting one-time events alone, the program provides businesses with tools, resources, and experience that can encourage continued activation and community engagement beyond the City’s initial investment.
Full details of the program’s impacts, including highlights of several business-led events, will be presented at the October CEDC meeting.
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CITY OF HAYWARD Hayward City Hall
777 B Street
Hayward, CA 94541
www.Hayward-CA.gov
File #: RPT 26-070
DATE: October 5, 2026
TO: Council Economic Development Committee
FROM: Chief Economic Development Officer
SUBJECT
Hayward Amplified 2.0 Program Framework and Request for Proposals Development (Oral Report Only)
RECOMMENDATION
That the City Council Economic Development Committee reviews and provides feedback on the proposed framework and scope of work for the next phase of the Hayward Amplified Program.
SUMMARY
Building on the experience and lessons learned from the first year of Hayward Amplified, Economic Development staff is developing Hayward Amplified 2.0 to expand the City’s approach to small business and commercial corridor activation.
The first iteration of Hayward Amplified centered on providing grants and technical assistance directly to businesses to develop and host their own events. Hayward Amplified 2.0 builds on that foundation by introducing a more coordinated, full-service approach to event planning and production. Under the proposed model, the City will retain a consultant to work directly with Economic Development staff, local businesses, and community partners to plan, market, coordinate, and produce a series of events and activations throughout Hayward.
This approach allows the City to provide businesses with more direct support while creating opportunities to coordinate events across commercial areas, strengthen partnerships among neighboring businesses, and deliver consistent, high-quality experiences for the community. Local businesses will remain central to the program, while the City and its consultant take a more active role in managing the planning and production needed to bring each activation to life.
Staff is developing a Request for Proposals (RFP) that outlines the proposed framework, consultant responsibilities, and services needed to implement Hayward Amplified 2.0. Staff is seeking Committee feedback on the scope of work, the overall approach to future activations, and additional elements the Committee would like incorporated before staff finalizes and releases the RFP.
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Staff anticipates releasing the RFP in November 2026 and launching the next series of Hayward Amplified events in spring and summer 2027.
ATTACHMENTS
Attachment I Draft Scope of Services
CITY OF HAYWARD Page 2 of 2 Printed on 10/1/2026
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Attachment I Scope of Services
ATTACHMENT I
Draft Scope of Services
The City of Hayward seeks a qualified consultant or consultant team to plan, coordinate, market, and produce Hayward Amplified 2.0, a distributed series of six to ten smaller-scale public events held throughout Hayward during the spring and summer 2027 season.
Hayward Amplified 2.0 will build on the City’s initial business-led activation program by providing more direct and comprehensive event production support. The selected consultant will work under the direction of the City’s Economic Development Division and in partnership with local businesses, property owners, community organizations, and other stakeholders.
The event series should create consistent activity throughout the season, encourage repeat visitation, increase foot traffic to participating and nearby businesses, and offer engaging experiences that reflect the character of Hayward’s commercial areas. Events may incorporate live entertainment, family-friendly activities, local vendors, arts and cultural programming, fitness and wellness activities, and other concepts developed through the planning process.
1. Program Planning and Event Development
The consultant will:
Meet with City staff to confirm program goals, available resources, priority audiences, potential locations, and the overall implementation schedule.
Develop a coordinated series of six to ten smaller-scale events distributed throughout the Spring and Summer 2027 season.
Recommend an appropriate mix, frequency, and geographic distribution of events to create consistent activation and encourage repeat visitation.
Develop localized event concepts that respond to the participating businesses, surrounding commercial area, available event space, and intended audience. Identify opportunities to connect individual events through common branding, programming, or promotional strategies while allowing each event to maintain a distinct identity. Prepare an event plan for each activation that identifies the concept, intended audience, location, schedule, activities, participating partners, staffing, equipment, budget, operational requirements, and anticipated outcomes.
Maintain a program-wide work plan, budget, and production schedule and provide regular progress updates to City staff.
2. Business and Community Partner Coordination
The consultant will:
Work with City staff to identify and engage participating businesses, property owners, community organizations, performers, vendors, and other local partners.
Attachment I Scope of Services
Conduct outreach and coordination necessary to incorporate participating businesses and community partners into event programming.
Clearly define the roles, responsibilities, and commitments of participating businesses and partners.
Develop activities and promotional strategies that encourage attendees to visit participating businesses and explore surrounding commercial areas.
Identify opportunities for collaboration among neighboring businesses and organizations. Provide businesses with practical, accessible support that allows them to participate without assuming primary responsibility for event planning and production. Maintain regular communication with participating businesses and partners before, during, and following each event.
3. Event Logistics and Production
The consultant will:
Manage the planning and production of each City-approved event. Coordinate performers, vendors, rentals, equipment, furnishings, site layouts, utilities, signage, setup, event-day operations, and breakdown, as applicable. Develop detailed production schedules, staffing plans, vendor assignments, site plans, emergency procedures, and weather or other contingency plans. Provide or coordinate sufficient event staffing, including on-site management and operational support.
Coordinate with City staff and applicable departments to identify permitting, public-space use, accessibility, public safety, insurance, and other operational requirements. Prepare and submit required event-related materials in sufficient time for City review and approval.
Track applicable permits and approvals through completion. The City will retain its standard regulatory review and approval authority.
Serve as the primary production contact for participating businesses, performers, vendors, and event partners, subject to the City’s direction.
Respond to production issues and changing conditions in a timely manner.
4. Marketing and Promotion
The consultant will:
Develop an overall marketing and communications strategy for the Hayward Amplified 2.0 event series.
Attachment I Scope of Services
Prepare event-specific promotional plans that identify target audiences, messaging, outreach channels, timelines, and partner responsibilities.
Create or coordinate promotional content and materials, which may include branding, graphics, flyers, social media content, digital advertising, photography, short-form video, website content, media outreach, and on-site signage.
Submit public-facing materials to the City for review and approval before publication or distribution.
Coordinate promotional activities with City staff, participating businesses, community partners, performers, and vendors.
Provide businesses and partners with promotional materials and guidance that allow them to support outreach through their own communication channels. Track promotional activities and available measures of audience reach, engagement, and response.
5. Budget and Vendor Management
The consultant will:
Develop a detailed budget for each proposed event and a consolidated budget for the full event series.
Manage the program within the total budget authorized by the City. Clearly distinguish consulting and project management fees from talent, production, marketing, materials, equipment, staffing, permitting, and other direct event expenses. Identify any costs that the proposal assumes the City or participating partners will pay directly. Obtain and manage quotes, agreements, schedules, insurance documentation, and deliverables from vendors and subcontractors, subject to City approval and the terms of the resulting agreement.
Track proposed, committed, and actual expenditures throughout the contract period. Provide regular budget updates and promptly submit proposed changes or reallocations to the City for review and approval.
Obtain City approval before incurring costs outside an approved event plan or budget.
6. Evaluation and Reporting
The consultant will:
Develop a practical evaluation framework for individual events and the overall series. Track available measures such as attendance, participating businesses and partners, vendor participation, audience engagement, promotional reach, and feedback from participating businesses.
Attachment I Scope of Services
Establish a consistent process for gathering feedback from businesses, partners, attendees, and City staff.
Complete a brief after-action review following each event that documents outcomes, challenges, expenditures, and recommended adjustments.
Apply lessons from completed events to improve later events within the series. Submit a final report summarizing the events produced, participation, available results, promotional performance, expenditures, lessons learned, and recommendations for future activations.
Provide the City with final copies of event plans, promotional materials, photographs, video, participant information, evaluation results, and other program materials created under the agreement.
7. City Review and Approval
The consultant and City staff will refine event concepts, locations, budgets, and deliverables following contract award. The consultant may begin production or incur event-specific expenses only after the City approves the applicable event plan and budget.
The City may modify, postpone, relocate, or cancel a proposed event based on funding, permitting, public safety, scheduling, site availability, weather, or other operational considerations. The consultant will work with the City to adjust the event series while preserving the overall program goals and remaining within the authorized contract amount.