Item 12 - Quarterly Report on Economic Development Subcommittee
-
AGENDA REPORT SUMMARY
TO: Honorable Mayor and Members of the City Council
FROM: James L. Bowersox, City Man~
INITIATED BY: Warren Shafer, Redevelopment Services Director@:"/. . .
Ronald D. Mittag, Economic Development Managel1fl-- ~O
DATE: June 30, 1998
SUBJECT: Quarterly Report of the Economic Development Subcommittee
ABSTRACT
The Economic Development Subcommittee and Economic Development Department are
providing a summary of economic development activities for the period January - March 1998,
and the 1998 Economic Development Work Program.
- ENVIRONMENTAL REVIEW
This action is exempt from the Califomia Environmental Quality Act (CEQA).
FISCAL IMPACT
This action would not create a fiscal impact on the City
ADDITIONAL PUBLIC NOTIFICATION AND CORRESPONDENCE
None
RECOMMENDATION
It is recommended that the City Council review and file the attached report.
ACTION
-
1 of 10 lTEM 12
JUtl 3 0 1998
--,----~
CITY OF POW A Y
AGENDA REPORT
TO: Honorable Mayor and Members of the City Council
FROM: James L. Bowersox, City Man~
INITIATED BY: Wa"'," Shale,. Rede""oomem Sa",... D1recto~
Ronald D. Mittag, Economic Development Manager
DATE: June 30, 1998
SUBJECT: Quarterly Report of the Economic Development Subcommittee
BACKGROUND
The Economic Development Subcommittee consists of Councilmembers Betty Rexford and
Mickey Cafagna. The City Council created the Subcommittee to focus the City's economic
development efforts and to review the Poway Road Specific Plan. Staff support is provided
by Redevelopment Services Director Warren Shafer and Economic Development Manager
Ron Mittag.
The Economic Development Subcommittee meets monthly, with additional special
meetings as required, to provide guidance and oversight to the Economic Development
Department. The Subcommittee's efforts are focused on providing assistance to existing
businesses, to attract new businesses to Poway, to create a visitor destination image of
Poway, and to present the City's advantages in a business context. Major efforts and
initiatives have been expended toward business attraction and retention.
FINDINGS
The Economic Development Subcommittee has expended significant effort toward
business attraction and retention. The Subcommittee is committed to articulating the City's
pro-business climate to enhance the quality of life through the promotion of a healthy local
economy. The attached report summarizes the highlights of activity for the period
January - March 1998.
ENVIRONMENTAL REVIEW
This action is exempt from the California Environmental quality Act (CEQA).
2 of 10 Jutl 3 0 1996 ITEM 12
Agenda Report
June 30, 1998
Page 2
FISCAL IMPACT
This action would not create a fiscal impact on the City.
ADDITIONAL PUBLIC NOTIFICATION AND CORRESPONDENCE
This report was distributed through the normal distribution.
RECOMMENDATION
It is recommended that the City Council review and file the attached report.
Attachments: A. Economic Development Quarterly Report January - February 1998
B. Economic Development 1998 Work Program
-
JUtl 3 0 1996 OEM 12
Economic Development
Quarterly Report
January - March 1998
This report summarizes the highlights of the Economic Development Subcommittee and
Economic Development Division for the period January - March 1998. It is organized
around the three key areas of the Economic Development Division's 1998 Work
Program: (I) Marketing and Promotion, (2) Business Retention and Attraction, and (3)
Visitors Services.
Marketing and Promotion:
Probably the most significant accomplishment of the quarter was the completion of the
design and production of the new marketing materials. The Subcommittee reviewed
several versions before settling on the final package. This consists of the pocket folder,
general Poway brochure, Business Park brochure and Community Profile. This packet is
our basic tool in promoting the city and responding to inquiries about Poway. Packets
have also been provided to the Califomia Trade & Cornmerce Agency, San Diego
Regional Economic Development Corporation, and local industrial brokers.
Our recruitment ad was designed and placed in Expansion Management magazine in the
California Special Edition titled "Golden State is Shining Again". This section was
designed as a pullout supplement, and extra copies of the supplement were provided to us
for our use as an additional promotional piece in marketing Poway. The Rediscover
Poway Road flyer was designed to remind people that the road improvements were
completed, traffic congestion was down, new stores were open, and to encourage them to
Shop Poway. This flyer was included with the water billing and went to all households.
In conjunction with Studio E Architects and the Planning Services Department, we have
been working on the Poway Road Specific Plan marketing map. This map will be
available as a flat wall mount and a folding marketing piece. It includes a layout of
Poway Road with the different commercial districts, and design representations for each
of the commercial districts. The back contains the goals and design standard narrative
from the Specific Plan. This project included a tour ofthe Poway Road commercial
corridor by the Subcommittee with the architect and staff from Economic Development
and Planning. We'll use this in encouraging the redevelopment and upgrading of the
older commercial areas. It's a visual representation of the intent of the Poway Road
Specific Plan, and will be completed in the next quarter.
In January, the City Council approved a resolution endorsing the Partnership for the New
Century Economy. The Partnership is an effort lead by the San Diego Regional
Economic Development Corporation to encourage a cooperative effort in the region to
focus on targeted industry clusters in our attraction and retention efforts. The
Subcommittee and staff are participating on committees establishing the organizational
ATTACHMENT A
4 of 10 JUII 3 0 199B ITEM 12
- structure and strategic planning for the implementation of the Partnership. The
committees have met twice this quarter.
Staff participated in a reception and meeting with delegates from Hong Kong sponsored
by the Port District and the California Office of Trade and Investment. We presented
information about Poway and the Business Park as a location for component suppliers
and light manufacturing. This is part of a long-term effort to heighten the awareness of
state development officials with the opportunities available in Poway. Staff also
organized and took representatives from the California Trade & Commerce Agency on a
familiarization tour of the Business Park. An additional tour of the Business Park was
provided for a San Diego commercial brokerage company newly involved with leasing
for one of the speculative buildings. Staff also participated in an open house in the
business park sponsored by one of the brokers, and presented information about Poway.
An update of the Business Park Directory was completed in January. This will now be
done on a quarterly basis. The Directory provides the name, address, type of business,
and number of employees for each of the businesses located in the Business Park. This
has become a popular information item for people looking for new business
opportunities. Work continued on the Economic Development web page. The web page
is being revised to be more user friendly and to provide more attraction and retention
information. The Subcommittee worked with staff and the Planning Department on
block number signs. Color, design and font styles were reviewed and revised before the
~. project was taken to the City Council for approval. Staff also provided project
information to the media resulting in positive stories about GEICO. Airline Interiors, the
Poway Road block numbering signs and the City's support of the Partnership for the New
Century Economy.
Business Retention and Attraction:
In attraction, a major effort was undertaken by the City to fmalize the GEICO Direct
project. The Subcommittee provided assistance and direction in project review, utilities,
street alignment, employment training, and locating temporary space. It also required
coordinating efforts with Pacific Bell, SDG&E, California Employment Training Panel,
and the San Diego Regional Economic Development Corporation. The GEICO project is
a great example of a team approach in business attraction.
During the first quarter, we responded to seven new business inquiries frorn the San
Diego Regional Economic Development Corporation (SDREDC). Staff is continuing to
work with the SDREDC on these prospects. Timelines for these projects range from this
summer to next year so it may be some time before we find out if any of the companies
will be locating in Poway. We received sixteen responses to our ad in Expansion
Management from companies in eight states. Staff has provided information to these
companies and is continuing to work with them. Time frame estimates range from one to
three years on these potential projects. Follow up with these prospects will continue
-- through the year with more detailed site-specific information.
s of 10 JUN 3 0 1998 'TEM 12
Direct inquiries have been received from an optical business, music store, technical
writing business, engineering company, weather data provider, deli, boat repair, golf
practice facility and business class hotel. Staffhas been working with these companies
over the last two months. The engineering company and boat repair businesses are not
going to go forward due to costs being higher than they had anticipated. The optical
business wanted to combine three vastly different companies into one location. We do
not have a zoning category that would allow it, nor would we want to in this case. The
music store is looking to purchase a free standing building, and to this point we have
been unable to locate one that meets their needs. The technical writing business has
opened as a home based business. We are continuing to work with the weather data
provider and deli, both of which look like they will locate in new buildings in the
Business Park. Plans for these buildings are being reviewed with Planning. The golf
practice facility does not look like it will be going forward due to the inability to acquire
the parcel they were interested in for their location. The business class hotel continues to
review the market. This project may be slightly premature, but interest is very high and
the prospect ofthe hotel being constructed looks very promising. We'll continue to
provide whatever assistance may be helpful.
Retention activities this quarter have focused on getting the message out that we are here
to answer questions and provide help. This has been done through the Mayor's letter in
the Chamber Communique, staff attendance at business and Chamber of Commerce
events, and staff visits to businesses. Staff is preparing a questionnaire that will be used
in the business visitation program at the Subcommittee's direction. This will enable us to
collect some common data to determine if there are any recurring challenges that could
be addressed to improve the City's business relations. We are now getting calls from
businesses saying they understand we might be able to help them.
The Subcommittee met with the owner of one of the shopping centers regarding a project
to attract a national credit tenant. The project would entail remodeling the center to meet
the tenant's requirements and generally update the entire center. The Subcommittee
provided some alternatives that they thought the City would support. This project will
continue into the next quarter. The Subcommittee also met with a business owner to
review and resolve questions to enable the business owner to complete site plan
conditions. This meeting turned a negative for the City (a feeling by the owner that the
City wasn't working with the business) into a positive thanks for resolving the issue.
We have provided demographic information to five existing businesses, and to four
people working on business plans for new businesses. Direct assistance has been
provided to six local businesses: a day care, recreational vehicle sales, two restaurants, a
publishing company, and an auto detailer. Four companies were looking to expand their
operations. Information on available space, cost and site tours were provided. One
company has relocated within Poway, one has leased a second space for their expansion,
and two are still considering options. We also provided assistance in resolving a sign
problem. Work was also started on the Business Expo and the database for the
commercial and industrial available space inventories. The available space inventories,
JUN 3 0 1998 ITEM 12
6 of 10
-
.- which involve windshield surveys of the Business Park and commercial areas, have
provided a good familiarization tour of the city.
Visitors Services:
Staff attended the aIUlual meeting of the San Diego North Convention and Visitors
Bureau. Staff has also worked with the Chamber of Commerce in overseeing their
contract with the City, and in participating in the Visitors Services and Economic
Development Committee activities.
The City Council approved additional funding for the Shop Poway program, and that
program was initiated. It has consisted of two full-page ads in the News Chieftain
promoting shopping in Poway. A third ad will be placed next quarter. A flyer was also
prepared similar to the one used in the water billing mailing. This flyer will be
distributed through a coupon book that will be delivered to Poway households. Work
started on promoting Poway Road to the companies located in the Business Park. The
first phase of this program will be completed next quarter when a notebook containing
infonnation on business products and services will be delivered by Committee members
to every company in the Business Park.
.-
7 of 10 JUN 3 0 1996 ITEM 12
Economic Development
1998 Work Program
To enhance the quality of life through the promotion of a healthy local
economy, which will result in employment and business opportunities, good
wages, balanced and diversified economic components, and a strong tax base.
Quarter
1 2 3 4
Marketinl! and Promotion:
To present the City's advantages in a business context.
1. Complete new marketing materials x
End product: pocket folder
general brochure
business park brochure
community profile
2. Complete web page for Economic Development. x
End product: interactive web page
3. Coordinate design of Poway Road marketing map x
End product: marketing map
4. Design and place ad in San Diegan magazine x
End product: ad placement in 1998-99 magazine
5. Design and place ad for SDNCVB 1999 Visitors Guide x
End product: ad placement
6. Design and place ads in appropriate relocation magazines x x
End product: multiple ad designs
ad placements
7. Revise Community Profile x
End product: revised community profile brochure
8. Explore possibility of joint marketing with other agencies x x x x
On-going: identify opportunities for joint effort
8 of 10 ATTACHMENT B
JUtl 3 0 1998 ITEM 12
.- Quarter
1 2 3 4
9. Identify Internet marketing opportunities x
End product: three Internet links to city web page
10. Participate in state and regional activities on a regular basis x x x x
On-going: active participation with state and regional economic
development partners
11. Develop a Business Park to Poway Road retail campaign x x
End product: information book
promotional activities
12. Work with local media x x x x
On-going: provide information for positive business stories
Business Retention and Attraction:
To assist existing businesses to expand and prosper, and to attract
new business and industry.
1. Develop and maintain Available Space Inventory x x x x
End product: industrial inventory
retail inventory
quarterly updates
2. Initiate Ombudsman Program x x x x
End product: business visitation program
information brochure
questionaire
resolve problems and challenges
On-going: contact with owners
3. Attract family and recreational businesses to Poway Road x x x x
End product: list of targeted businesses
On-going: work with retail brokers
4. Attract targeted industry clusters to Business Park x x x x
End product: list of targeted industries
On-going: work with industrial brokers
5. Develop a Shoppers Guide for retail businesses x
End product: Poway Shoppers Guide
9 of 10 JUII 3 0 1998 rrEM 12
Quarter
1 2 3 4
6. Prepare and distribute annual business survey x
End product: survey form
completed survey
7. Showcase Poway businesses through the Business Expo x
End product: Business Expo
8. Strengthen relationships with educational institutions x x x x
On-going: work with PUSD, Palomar College and CSU-SM
9. Determine feasibility of Roundtables with industry clusters x
End product: identify common problems and challenges
detem1ine interest in workshops for action
10. Provide support materials to commercial brokers x x x x
On-going: provide city information and brochures
11. Develop an implementation plan for Poway Road Specific Plan x
End product: procedure guidelines
loan/grant program
Visitors Services:
To create and promote a destination image for the City of Poway.
1. Provide support to the Chamber Visitors Services Committee x x x x
On-going: participate in monthly meetings
oversee contract for service
support annual work program
End product: system to track services provided
enhanced visitors information package
2. Develop strategic alliances with regional visitor agencies x x x x
On-going: work with agencies to improve promotion of Po way
3. Develop alliance with the San Diego Film Commission x x x
On-going: work to increase film and commercial opportunities
identify unique features and functions
10 of 10 JUII 3 0 1998 lTEM 12