Economic Development Strategic Plan
UPDATE & DISCUSSION
July 31, 2023
ECONOMIC DEVELOPMENT SUBCOMMITTEE
1 ECONOMIC DEVELOPMENT STRATEGIC PLAN
Plan Development - Input & Engagement
2 Case Studies & Best Practices
• How engage with the community
• How integrate with other city entities
• Organizational structure
• Partnerships
Santa Rosa / Regional Plans
• City Plans
previous ED plans; General Plan/Update & other
Planning plans
• Regional ED Plans
Sonoma County EDB; SR Metro Chamber
• Select Examples from other Cities
City of Oakland; City of San Rafael
Community
Perspectives
SWOT
Analysis
Current City Plans
& Regional ED Plans
Case Studies
& Best Practices
ED Sub Feedback
& Council Work
Plan/Priorities
ECONOMIC DEVELOPMENT STRATEGIC PLAN
Community Engagement
Community Perspectives
• 2021 Steering Committee, Focus Groups &
Individual Interviews
chambers of commerce; healthcare; manufacturing;
commercial realtors; real estate developers; business and finance/banks; education; EDB; SCTA/RCPA; BIPOC
community orgs; community impact orgs; City executive
staff, etc.
• Community Survey
2-week survey; 600 respondents – 59% business owners
• SWOT Analysis
Community Perspectives
Needs & Priorities
• Housing & Cost of Living
• Inclusive approach to econ dev
• Infrastructure needs
3 ECONOMIC DEVELOPMENT STRATEGIC PLAN
May 2023 ED Subcommittee Feedback
• NorthStar: Santa Rosa can be a place where anyone who has a good idea (business venture) can develop the idea, launch, and have the tools to be successful
• State the vision for the city, then define the toolbox – define who we are. • Retention is two-fold – we should have a strategy to retain individual businesses, as well as a broader strategy to retain specific industries / sectors
• A business recruitment /attraction strategy should include utilizing policymakers as City ambassadors, especially the Mayor • A strategy should identify specific entrepreneur tracks, outlining the specific steps an aspiring entrepreneur will need to take to go from idea to implementation (specific to their sector)
• Santa Rosa should aspire to become a “homebase” for Emerging Markets – if we land folks early, it will pay dividends (fiscally and socially) in the long-run should a business / market scale • Santa Rosa should focus on expanding its economic base (as opposed to increasing revenues through additional bond measures) • Strengthen local preference – tie economic development to equity goals (e.g. women-owned businesses, minority owned businesses, etc.)
• How do we quantify / measure success?
• How do we tell our story, using data, to attract new businesses and to retain old businesses? 4 ECONOMIC DEVELOPMENT STRATEGIC PLAN
May 2023 ED Subcommittee Feedback
• Holistic approach while homing in on key areas that have unique economic development opportunities (e.g. the opportunities in Roseland may be different than the opportunities elsewhere) • How do we attract a younger workforce?
• Santa Rosa should aspire to become the economic center of the North Bay • Santa Rosa is the biggest city between San Francisco and Portland – but do we see ourselves as such? Do we operate as such? What are the barriers?
• Define what is the “new normal” post-pandemic, and recalibrate expectations for foot traffic downtown • Preserve hillsides and plains while activating urban centers (e.g. downtown, Roseland) • Lean into the diversity of Santa Rosa’s economy, and develop programs to bolster small business • Retention is key – address their challenges and what do they need to fee supported (e.g. high strength waste for breweries). • Small mom and pops – help them grow their businesses
• Emerging markets – support start ups in a business not proven • Business attraction and recruitment – like the developer tour • Workforce development – specify which areas – how can City help (e.g. teacher housing) 5 ECONOMIC DEVELOPMENT STRATEGIC PLAN
Vision Statement
6 COUNCIL GOAL STATEMENT – Economic & Community Vibrancy :
Sustain and develop a diverse and thriving economy that benefits Santa Rosa residents and businesses and contributes to the community’s economic health while preserving historical and cultural integrity.
CITY COUNCIL VISION & M ISSION :
Vision: Santa Rosa – Leading the North Bay.
Mission: To provide high-quality public services and cultivate a vibrant, resilient and livable city.
ECONOMIC DEVELOPMENT STRATEGIC PLAN
Terms – hierarchy language clarification
7 Goal
Objectives
Tactics
Performance
Measures
ECONOMIC DEVELOPMENT STRATEGIC PLAN
Plan Development Concepts
8 Climate,
Culture,
Communication
Business
Satisfaction
Communications &
Marketing
Business Climate
(doing business
with the City)
Economic
Vibrancy
Business Retention,
Expansion,
Attraction
Community
Partnerships
Economic
Accelerators
Resiliency &
Community
Investment
Education &
Workforce
Development
Physical
Infrastructure
Economic Access &
Opportunities
ECONOMIC DEVELOPMENT STRATEGIC PLAN
Timeline
JULY - AUGUST
• Process and element clarification
• Vision (goal/value) statement(s)
• ED Subcommittee Discussion 2
AUGUST
• Internal engagement
• External engagement
SEPTEMBER
• Draft review by CMO/executive staff
• Draft review by ED Subcommittee
• Incorporation of changes and
recommendations
9 OCTOBER
• Review of final draft by CMO/executive staff
• Review of final draft by ED Subcommittee
• Incorporation of changes/recommendations
NOVEMBER
• Council Study Session
• Final changes based on any Council feedback
DECEMBER
• Presentation to Council
• Prep for January 2024 release of document
ECONOMIC DEVELOPMENT STRATEGIC PLAN
Review of Questions
Input & Engagement
• What kind of additional engagement
would you like to see?
• Any specific reports or studies needed to
inform the report? Or include those
reports/studies as tasks within the plan?
• Internal engagement/coordination work
and alignment with City plans will continue
10 Plan Elements & Timeline
• Are these the right “buckets”? Are more needed?
• Are we on the right track with the “bucket”
elements?
• Confirmation on the timeline and steps toward a
public release in January.