CITY OF PACIFICA
COUNCIL AGENDA SUMMARY REPORT
4/27/2026
1 SUBJECT:
Economic Development Committee and Parks, Beaches, and Recreation Commission Annual Accomplishments and FY 2026–2027 Work Plans
RECOMMENDED ACTION:
Receive presentations on the Economic Development Committee (EDC) and Parks, Beaches, and Recreation (PB&R) Commission accomplishments and provide feedback on their respective FY 2026-2027 Work Plans.
STAFF CONTACT:
Gretchen Heckman, Economic and Housing Development Manager (650) 501-6007
[email protected]
Scott Leslie, Parks, Beaches, and Recreation Director
(650) 738-7387
[email protected]
BACKGROUND/DISCUSSION:
SUMMARY:
This report provides an overview of the accomplishments and upcoming work plans for two City Council advisory bodies: the Economic Development Committee (EDC) and the Parks, Beaches, and Recreation (PB&R) Commission.
Both groups play important, but distinct, roles in supporting City Council priorities. The EDC focuses on economic vitality, business support, and visitor attraction, while the PB&R Commission provides advisory input on parks, recreation programming, and coastal and community amenities.
This report outlines each body’s purpose, highlights key accomplishments, and presents their respective FY 2026-2027 Work Plans for Council feedback.
These Work Plans are preliminary and were developed in advance of the City’s FY2026-27 Budget. Staff’s review of each committee’s proposed work plan and assessment of the City’s capacity to support implementation are based on current staffing levels and existing resource allocations. The qualitative estimates provided reflect this present-day assessment.
As the budget development process moves forward, staffing levels and resource availability may change. Should that occur, staff will re-evaluate its capacity to support committee work Pacifica City Council 2
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plans and incorporate any necessary adjustments into the staff-driven work plan supporting the City Council’s Strategic Plan, which will be presented to Council on June 8, 2026.
DISCUSSION:
Economic Development Committee (EDC)
The Economic Development Committee (EDC) was established in 2009 to support the City of Pacifica’s efforts to strengthen local economic vitality and to provide a structured forum for collaboration between the City, the business community, and other key stakeholders.
As laid out in City Council Resolution No. 09-2019, the EDC “exists to support the City’s economic development goals, including the retention of local businesses in Pacifica, the development and expansion of local businesses, and assist in the attraction of new businesses to Pacifica.”
The Resolution further defines the Committee’s objectives, which include:
1. Working with the City’s Economic Development Program, the community, and visitors to identify new businesses that fill neighborhood market gaps;
2. Providing a forum for exchanging ideas, education, and information, and addressing the economic needs of the business community, residents, and visitors; and
3. Conducting outreach to promote business development and support implementation of the City’s Economic Development Plan.
The EDC is a volunteer committee that works in tandem with City of Pacifica Economic Development Staff under the direction of City Council, to provide a coordinated economic development effort for the City, reflective of residents’ quality of life through business attraction and existing businesses’ needs. The Committee is generally composed of members representing the local business community, residents, and stakeholders with an interest in economic development in Pacifica. The Pacifica Chamber of Commerce has the ability to designate a member of its choosing to the Committee, and like other City Council Committees, one Council Member holds a liaison position for the Committee. Committee members are intended to reflect a range of perspectives from across the community, including small business owners, industry representatives, and community members.
ECONOMIC DEVELOPMENT COMMITTEE ACCOMPLISHMENTS
• Installed Sharp Park wayfinding signs via the pilot program Supported the development and implementation of a pilot wayfinding program to improve visibility and connectivity to local businesses in Sharp Park. • QR code deployed at Ahni Trail kiosk
Recommended and supported the use of a QR code at the Ahni Trail kiosk to provide visitors with easy access to information about local businesses and destinations. • Launched KRON holiday advertising campaign, resulting in over 100,000 ad impressions
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Contributed to a regional marketing effort to promote Pacifica during the holiday season, generating significant visibility through targeted advertising. • Free TV airtime secured for Pacifica
Increased television airtime through regional marketing efforts to increase awareness of Pacifica as a destination.
• Partnered with Seaside Merchants Association on many initiatives Collaborated with the Seaside Merchants Association to support business district initiatives and strengthen connections with the local business community. • Tracked commercial vacancies district-wide
Tracked commercial vacancies across districts to better understand trends and inform economic development strategies.
• Recommended vacancy and blight tax options
Conducted research and provided input on potential policy tools, including vacancy and blight taxes, to address underutilized properties.
• Food truck program research
Conducted preliminary research and provided input on the feasibility of a food truck program to activate spaces and support local entrepreneurship.
ECONOMIC DEVELOPMENT WORKPLAN AND ALIGNMENT
The City’s Economic Development Workplan was finalized and presented to the City Council on February 23, 2026 and serves as the strategic framework to guide staff efforts in advancing economic and housing development initiatives. The Workplan reflects the City Council’s priority to strengthen Pacifica’s economic base, support long-term fiscal sustainability, and enhance the overall quality of life for residents and businesses. The City’s Economic Development Workplan is organized around four primary focus areas: (1) catalyst projects and opportunity sites, (2) business attraction, (3) business retention, and (4) planning, analysis, grants, and policy development. Collectively, these efforts are designed to revitalize commercial districts, attract new investment and visitors, support existing businesses, and position Pacifica as a vibrant place to live, work, and invest.
Staff presented the City’s Economic Development Workplan to the Committee to provide context as this work plan was developed. Maintaining alignment between the Committee’s work plan and the City Council-reviewed Economic Development Workplan is important to ensure staff is advancing a coordinated, strategic approach that supports the City Council’s broader priorities and Strategic Plan. Staff appreciates the Committee’s time and thoughtful effort in developing a work plan that contributes to these shared goals.
The Economic Development Committee’s FY 2026-2027 Workplan is organized around three primary goals: (1) promoting local businesses to residents and visitors to encourage local spending, (2) supporting existing and prospective businesses in coordination with the City, and (3) marketing Pacifica to out-of-town visitors to drive economic activity.
1. Local Events and Business Promotion
Develop guidance for event organizers, evaluate business participation, and partner with local businesses to support at least one event that drives customer traffic.
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City Staff Resources: Under current staffing levels, staff has adequate capacity to provide guidance on project goals and analysis of outcomes.
2. Wayfinding and Business Visibility
Coordinate with City staff on a pilot signage program, develop a QR code-based city guide, and support placement of signage directing visitors to business districts.
City Staff Resources: Under current staffing levels, staff capacity to support new signage installation is limited due to existing workload and budget constraints within the Public Works and Economic Development Departments. Staff can support coordination on planning and concept development for a pilot signage program and a QR code-based city guide, which will require a moderate level of staff time for content creation and ongoing maintenance. Staff will also work with the Committee to consider opportunities for limited new signage as part of broader placemaking efforts, where those efforts align with the City’s Economic Development Workplan and available resources.
3. Economic Vibrancy and Placemaking
Collaborate on placemaking efforts and identify grant opportunities that support business and infrastructure improvements.
City Staff Resources: This item fully aligns with the City’s Economic Development Workplan and can be supported at an advisory level with existing staff capacity.
Implementation will require close coordination with Economic Development staff, as well as collaboration with Public Works and Planning to assess project feasibility. Grant identification and applications may require moderate staff time depending on scope and timing of specific opportunity.
4. Business Resources and Support
Maintain a shared inventory of commercial space, pilot a local jobs board, and coordinate with the San Mateo SBDC to connect businesses with resources and programming.
City Staff Resources: Under current staffing levels, staff has limited capacity to review commercial space inventory data and serve as liaison to the San Mateo SBDC. It does not have capacity to support implementation of a local jobs board. However, staff will remain available to provide guidance, coordination support, and technical input to the subcommittee as needed, particularly in connecting with partners and sharing relevant data or existing resources.
5. Food Truck Program Evaluation
Assess feasibility through research, stakeholder outreach, and development of recommendations for City consideration.
City Staff Resources: This item was assigned to the Economic Development Committee by the City Council due to limited staff capacity to advance a citywide food truck program. That condition has not changed. Under current staffing levels, staff in Pacifica City Council 5
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Planning, Public Works, Police, and Economic Development Departments do not have the capacity to support research, stakeholder coordination, ordinance/program development efforts, including regulatory, permitting, and enforcement considerations needed for implementation or creation of an Ordinance.
However, staff will have the capacity to review the Committee’s findings and provide input and feedback as appropriate. Any potential implementation actions would need to be evaluated against other City priorities and available resources, through the City’s future goal-setting and budget process.
6. Marketing and Visitor Attraction
Coordinate with tourism partners, contribute to VisitPacifica.com, and support targeted marketing campaigns during key periods.
City Staff Resources: Under current staffing levels, staff has capacity to serve as liaison between the EDC and the Pacifica Tourism Marketing District and the San Francisco Peninsula, in order to support education on the tourism marketing efforts. Any campaign development, branding, and content updates will be led and managed by these partner organizations. As such, the Committee’s role will be strictly advisory in nature with limited ability to direct or shape campaign development or content updates.
As the Workplan continues to evolve, staff will maintain regular communication with the EDC to share updates, gather input, and identify opportunities where the Committee can provide meaningful support. This collaborative but distinct relationship helps ensure that the City’s economic development initiatives are well-informed, responsive to local needs, and effectively implemented.
Parks, Beaches, and Recreation (PB&R) Commission
The Parks, Beaches, and Recreation Commission (PB&R Commission) is a seven-member advisory body established by the City Council to support the planning, development, and stewardship of the City’s parks, beaches, and recreational services.
As outlined in the Pacifica Municipal Code, the Commission exists to recommend and advise the City Council on the acquisition, development, and maintenance of parks, beaches, and other recreational areas, and to encourage the planning and implementation of a comprehensive recreation program that serves the needs of all age groups within the community.
The Commission’s responsibilities are advisory in nature and include:
1. Assisting in the preparation, annual review, and refinement of long-range plans for parks, beaches, and recreation;
2. Advising the City Council, City Manager, and Parks, Beaches, and Recreation Director on matters related to public recreation and services;
3. Promoting community awareness of the importance of accessible parks, beaches, and year-round recreational opportunities;
4. Supporting the use and coordination of recreation programs across public facilities, Pacifica City Council 6
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including parks, beaches, and school sites;
5. Recommending improvements related to park beautification, development, and recreation services;
6. Encouraging coordination with other public agencies, school districts, and community organizations;
7. Reviewing and encouraging donations or gifts that support parks and recreation programs; and
8. Carrying out additional responsibilities as directed by the City Council.
The PB&R Commission serves as a key advisory partner to City staff, providing communitybased input and recommendations that help guide policy decisions, long-range planning efforts, and the continued development of inclusive and accessible recreation opportunities for Pacifica residents.
Parks, Beaches, and Recreation Commission Accomplishments (FY 2025-2026) • Maintained active liaison roles with various City departments, community organizations, and public events to support alignment with community recreation goals. • Participated in review and adjudication of Tree Permit Appeals in accordance with the Municipal Code.
• Reviewed and submitted feedback on the City’s Priority Parks Plan, contributing to the strategic planning of future park enhancements.
• Completed a comprehensive Parks Review of City parks, focusing on conditions, amenities, and improvement opportunities.
• Provided editorial feedback on the seasonal PLAY Activity Brochure to ensure clear, engaging, and accessible communication of recreation offerings. • Supported the City’s Poet Laureate Program by recruiting a new Poet Laureate. • Participated in community engagement and outreach supporting parks and recreation programming.
• Completed a draft E-Bike Report addressing growing community concerns related to ebike use, safety, and education.
PB&R Work Plan and Alignment (FY 2026-2027)
On-Going Assignments
Assignment 1: Surf Camp/School Policy
Description: Continue monitoring implementation of the City’s Surf Camp permitting program and provide advisory input related to outreach and education.
Timeframe: On-Going / Review twice a year before application period opens City Staff Resources: Under current staffing levels, staff has sufficient capacity to support this work plan item; No additional City staff resources required.
Assignment 2: Liaison Assignments
Description: Commissioners will maintain liaison assignments with city departments, committees, and community organizations, reporting updates regularly.
Timeframe: On-Going
City Staff Resources: Under current staffing levels, staff has sufficient capacity to support this work plan item; No additional City staff resources required.
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Assignment 3: Poet Laureate Program
Description: Support community engagement and arts appreciation through continued support of the City’s Poet Laureate Program.
Timeframe: On-Going
City Staff Resources: Under current staffing levels, staff has sufficient capacity to support this work plan item; No additional City staff resources required.
Assignment 4: Tree Appeals
Description: Review and adjudicate tree permit appeals in accordance with the Municipal Code.
Timeframe: On-Going
One-time Subtask: Draft a recommendation to City Council to request the removal of the loophole language (identified as “otherwise healthy”) from the Tree Ordinance as it has an impact on tree appeals.
Timeframe: FY 2026-2027
City Staff Resources:
Staff resources vary based on the number of Tree Appeal Hearings.
One-time Subtask - Removal of Loophole Language: PB&R staff time minimal. Any resulting ordinance changes would require moderate to significant additional support from the Community Development Department, City Clerk’s Office, and City Attorney’s Office for drafting, processing, and legal review.
Assignment 5: Beach Safety
Description: Continue supporting beach safety education and outreach initiatives.
Timeframe: On-Going
City Staff Resources: Under current staffing levels, staff has sufficient capacity to support this work plan item; No additional City staff resources required.
Assignment 6: Capital Improvement Plan (CIP) Recommendations Description: Provide advisory input on parks, beaches, and recreation-related projects within the City’s CIP.
Timeframe: On-Going
City Staff Resources: Under current staffing levels, staff has sufficient capacity to support this work plan item; No additional City staff resources required.
Assignment 7: Community Engagement & Special Event Support Description: Support outreach efforts and participation in community events promoting recreation and environmental stewardship.
Timeframe: On-Going
City Staff Resources: Under current staffing levels, staff has sufficient capacity to support this work plan item; No additional City staff resources required.
Assignment 8: Bicycle and Pedestrian Advisory Committee (BPAC) Responsibilities Description: Serve as the designated Bicycle and Pedestrian Advisory Committee (BPAC) for the City of Pacifica, engaging with all necessary stakeholders. Provide input on policies, Pacifica City Council 8
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projects, and grant applications related to bicycle and pedestrian infrastructure, safety, and access.
Timeframe: On-Going / Semi-Annual Meetings or more as needed City Staff Resources:
Under current staffing levels, staff has sufficient capacity to support this work plan item; Additional Public Works and PB&R staff time required for semiannual (or as-needed) meetings under the revised BPAC meeting structure.
Assignment 9: Recreation Program and Service Overview
Description: Receive informational presentations from staff regarding recreation programs, services, and facilities, and providing advice as appropriate.
Timeframe: On-Going
City Staff Resources: Under current staffing levels, staff has sufficient capacity to support this work plan item; No additional City staff resources required.
Tasks for FY 2026-2027
Task 1: Priority Parks Project
Description: Provide advisory input and receive updates related to Priority Parks improvements. Engage in community outreach and implement park grand openings.
Timeframe: FY 2026-2027
City Staff Resources:
Priority Parks Opening: Significant additional PB&R and Public Works staff time anticipated for coordination, outreach, and grand opening events, which is the final element to complete the project.
Task 2: Parks and Beaches Review
Description: Meet with City Council to review recommendations from the 2025 Parks and Beaches Review report and provide advisory input on implementation priorities.
Timeframe: FY 2026-2027
City Staff Resources:
Preparation of presentations and potential joint City Council/PB&R Commission meetings will require additional PB&R staff time and City Clerk support.
Implementation of recommendations may require substantial PB&R staff time, Public Works support, City Attorney review, potential CIP funding, and coordination with grant writing resources.
Task 3: Beach Accessibility Improvements
Description: Explore the feasibility of installing accessible beach mat pathways at key coastal access points in Pacifica to improve mobility for individuals with disabilities, seniors, and families with strollers. This project supports the City’s Age Friendly Action Plan by enhancing inclusive access to outdoor spaces.
Timeframe: FY 2026-2027
City Staff Resources:
This effort is expected to require a significant level of staff involvement and resources. Parks, Beaches, and Recreation staff would be needed to support initial planning, coordination, and Pacifica City Council 9
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community engagement; however, Public Works would play a substantial role in evaluating site feasibility and, if pursued, in the installation, seasonal deployment/removal, and ongoing maintenance of accessible beach matting. Given current staffing and workload, this level of effort may be challenging to absorb without impacting other priority work plan items.
In addition to staff capacity, this project would have associated capital and ongoing maintenance costs (including materials, installation, storage, replacement, and potential liability considerations), which have not yet been quantified and would require further analysis. The need for City Attorney review will be determined as the scope is more clearly defined. Any advancement of this effort would need to be evaluated in the context of available resources, competing priorities, and potential funding sources.
Task 4: PB&R Commission Charter Review
Description: Review the current PB&R Commission charter, propose amendments, and participate in a public process to update the charter in collaboration with City Council.
Timeframe: FY 2026-2027
City Staff Resources:
This effort will require a moderate level of involvement from Parks, Beaches and Recreation staff to support research, coordination, and facilitation of the review process. The City Clerk’s Office is expected to play a key role in managing the formal public process. City Attorney support will also be needed to review proposed amendments and ensure compliance with applicable laws and governance standards.
Task 5: Form a Tree Subcommittee
Description: Form a Tree Subcommittee to help meet annual Tree City USA reporting requirements, and collaborate on the Arbor Day Celebration, a PB&R event.
Timeframe: FY 2026-2027
City Staff Resources:
Limited staff support initially. Additional PB&R and Public Works support may be required depending on any additional project scope.
Task 6: E-Bike Report and Recommendations
Description: Present an e-bike report, including making recommendations and implementation of recommendations in the report, and responding to any additional e-bike requests.
Timeframe: FY 2026-2027
City Staff Resources:
This item is expected to require a significant level of coordination across multiple departments, as well as regional partners. PB&R staff could support community outreach and the public process; however, Police Department currently does not have staffing available to take on additional enforcement or ongoing programmatic responsibilities in this area. This effort would also require coordination with county and state partners, which may add complexity to timelines and implementation considerations.
Long-Term Implementation:
Implementation of any e-bike recommendations would have broader operational and resource implications and would need to be carefully evaluated and may require significant additional City staff support. PB&R may be asked to support education and outreach efforts. Public Works could be involved in evaluating and implementing any infrastructure-related elements (e.g., Pacifica City Council 10 April 27, 2026
signage), subject to available capacity and competing priorities. Police Department resources would be a key consideration for any enforcement-related components, and current staffing levels do not support expansion in this area. Coordination with county and state agencies would likely be necessary for consistency in regulations, safety initiatives, and potential funding opportunities. City Clerk support would be required for agenda preparation and public meetings, and any regulatory or enforcement measures would require review by the City Attorney’s Office.
Given the cross-departmental and multi-jurisdictional nature of this topic, along with existing resource constraints, any implementation actions would need to be thoughtfully timed and prioritized through the City Council’s broader strategic planning and goal-setting process and future budget development.
CONCLUSION:
The Economic Development Committee (EDC) and the Parks, Beaches, and Recreation (PB&R) Commission both play a meaningful role in advancing the City’s priorities by serving as advisory bodies that bring forward community, business, and stakeholder perspectives. Their input helps ensure that City initiatives are informed by real-world experience and aligned with broader goals to support a vibrant economy and high quality of life.
Through their respective work, the EDC contributes to efforts that strengthen local businesses and economic vitality, while the PB&R Commission supports community well-being through parks, recreation, and coastal access. Together, these efforts help reinforce Pacifica’s identity as both a desirable place to live and an attractive destination for visitors.
Ongoing coordination between City staff, both advisory bodies, and the City Council remains important to effective implementation. Through continued collaboration, shared dialogue, and alignment with adopted work plans, the City is better positioned to respond to emerging opportunities and challenges in a balanced and strategic way.
Collectively, the EDC and PB&R Commission provide valuable advisory support that contributes to Pacifica’s long-term prosperity, livability, and sense of place.
FISCAL IMPACT:
There is no fiscal impact associated with this report. Following the Council’s direction, there might be an additional impact that will be presented during the future budget discussions.
ATTACHMENT LIST:
A - Parks Beaches & Recreation Commission Workplan FY 2026-2027 B - Economic Development Committee Workplan FY 2026-2027 ORIGINATED BY:
City Manager's Office
Parks, Beaches & Recreation Department
ATTACHMENT LIST:
Attachment A - Pacifica Parks Beaches Recreation WorkPlan FY 2026-2027 (PDF) Pacifica City Council 11 April 27, 2026
Attachment B- Pacifica Economic Development Committee_Workplan FY26-27 (PDF)