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HomeMy WebLinkAbout2026-07-21; Economic Development Subcommittee; 02; Subcommittee Member Request: Carlsbad Family-Friendly Certified ProgramMeeting Date: July 21, 2026 To: Economic Development Subcommittee From: Tess Sangster, Economic Development Director Staff Contact: Tess Sangster, Economic Development Director Tess.sangster@carlsbadca.gov, 760-607-2923 Subject: Recommended Action Receive a presentation from Subcommittee Member Bhat-Patel regarding a proposed Carlsbad Family-Friendly Certified Program that would be administered by the Carlsbad Chamber of Commerce. Executive Summary On April 28, 2026, Subcommittee Member Bhat-Patel requested to present a report to the subcommittee regarding a proposal for a Carlsbad Family-Friendly Certified Program. On July 14, 2026, Subcommittee Member Bhat-Patel emailed the proposed program details (Exhibit 1). Subcommittee Member Bhat-Patel will provide an overview of the proposed program to be administered by the Carlsbad Chamber of Commerce. Fiscal Analysis This action has no financial impact. Exhibit 1.July 15, 2026, Email from Subcommittee Member Bhat-Patel ECONOMIC DEVELOPMENT SUBCOMMITTEE July 21, 2026 Item #2 Page 1 of 8 1 Adriana Trujillo From:Adriana.Trujillo@carlsbadca.gov Subject:FW: Carlsbad family-friendly certified business certification program Attachments:Carlsbad_FFC_Program_Rebalanced_Bhat-Patel.pdf From: Priya Bhat-Patel <Priya.Bhat-Patel@carlsbadca.gov> Sent: Wednesday, July 15, 2026 3:28 PM To: Geoff Patnoe <Geoff.Patnoe@carlsbadca.gov>; Cindie McMahon <Cindie.McMahon@carlsbadca.gov> Subject: Re: Carlsbad family-friendly certified business certification program Please see attached. Exhibit 1 July 21, 2026 Item #2 Page 2 of 8 Carlsbad Family-Friendly Certified Program 2026 Prepared by Council Member Priya Bhat-Patel, City of Carlsbad, District 3 | In Partnership with the Carlsbad Chamber of Commerce Carlsbad Family-Friendly Certified Program A No-Cost Recognition Program for Family-Welcoming Businesses Prepared by Mayor Pro Tem Priya Bhat-Patel, Council Member, District 3 In Partnership with the Carlsbad Chamber of Commerce 2026 Executive Summary Carlsbad is known as a city where families choose to live. The Carlsbad Family-Friendly Certified Program builds on this reputation to help both residents and local businesses. Businesses that join the voluntary, trust-based certification get public recognition for their efforts to welcome families with young children. The program does not require any City spending. It runs on self-assessment and community accountability and is managed by the Carlsbad Chamber of Commerce. The Chamber will handle submissions and make window decals for certified businesses. City staff does not need to be involved on an ongoing basis. Carlsbad families often say that feeling truly welcome in local businesses affects where they choose to spend their time and money. A visible certification helps businesses show this commitment and gives families a useful way to decide where to go. Background and Need Families make up a significant and underserved market segment. Many Carlsbad households have young children, and the city attracts many family tourists. These families often decide where to spend money based on how family-friendly a business seems. Right now, there is no local way for families to find businesses that meet basic family-friendly standards. A window certification is an easy and affordable way for businesses to show they welcome families. For businesses, it is a marketing tool. For families, it helps them know which places are good to visit with young children. No cost to the City. Businesses use a clear rubric to assess themselves and send their materials to the Chamber. The City does not need to pay for inspections, hire staff, or take on extra administrative work. The Chamber pays for the decals. Cost Summary There is no cost for City staff or for businesses to take part. There are no new regulations. The Carlsbad Chamber of Commerce manages decal printing and runs the program. Chamber of Commerce Mayor Pro Tem Bhat-Patel worked with the Carlsbad Chamber of Commerce, which has agreed to manage the program. This allows the program to move forward without any City costs. The Chamber already works closely with Carlsbad businesses, can promote participants, and can manage the certification process. Chamber members benefit by connecting their business with family-focused customers. The Chamber will manage the following: ●Receiving and processing self-certification submissions ●Producing and distributing window decals to certified businesses July 21, 2026 Item #2 Page 3 of 8 Carlsbad Family-Friendly Certified Program 2026 Prepared by Council Member Priya Bhat-Patel, City of Carlsbad, District 3 | In Partnership with the Carlsbad Chamber of Commerce ●Hosting a public directory of certified locations on the Chamber website ●Recruiting businesses for the Quarter 1 pilot cohort ●Fielding questions from businesses about the scoring rubric Program Structure Businesses complete a scored self-assessment, electronically, in five business-controlled areas, each based on real features families notice during a visit. A sixth area, Location Context, is reported alongside the score but does not count toward it, since it reflects city planning decisions rather than anything the business itself does. Scoring is flexible, with partial credit for features that are present but not fully developed. This way, businesses are recognized for what they already do well, not just for reaching a perfect standard. On Partial Credit For example, a restaurant that has highchairs, but no changing table still gets points for the highchairs. A shop with a toy bin near the checkout, even if it does not have a formal child engagement policy, also gets credit. The goal is to recognize real effort, not to set a standard that is too hard to reach. On Location Context Domain F, park proximity, transit access, pedestrian safety, and parking, reflects city planning and zoning decisions, not anything a business itself controls. It is tracked and shown on a business's certificate and directory listing, but it is no longer counted toward Bronze, Silver, or Gold status. The 20 points it previously carried have been redistributed evenly across the five business-controlled domains below. Scoring Domains Domain What It Measures Max Points Status A. Accessibility & Physical Space Stroller access, changing tables, accessible seating, restrooms 20 Scored B. Caregiver Support & Comfort Breastfeeding space, sensory accommodations, water access 20 Scored C. Child- Centered Experience Engagement elements, welcoming staff, welcoming policies 20 Scored D. Health, Safety & Inclusion Cleanliness, family-friendly fixtures, inclusive signage 20 Scored E. Community Participation City event involvement, family perks, feedback loops 20 Scored TOTAL (SCORED) 100 F. Location Context Park proximity, transit access, pedestrian safety, drop-off/parking ease N/A Reported, not scored July 21, 2026 Item #2 Page 4 of 8 Carlsbad Family-Friendly Certified Program 2026 Prepared by Council Member Priya Bhat-Patel, City of Carlsbad, District 3 | In Partnership with the Carlsbad Chamber of Commerce Certification Tiers Scores match one of four certification levels, based on the 100 scored points across Domains A-E. Businesses that score below 60 receive a Pathway designation, which allows them to remain in the program and provides explicit steps to improve. This is on purpose. The aim is to encourage family-friendly practices by engaging businesses, even if they are not yet certified. Tier Score Range Designation What It Signals Pathway Below 60 Working Toward Certification Business is engaged and has a roadmap for improvement Bronze 60-69 Entry-Level Certified Core family-friendly standards are in place Silver 70-84 Strong Family-Friendly Solid, consistent practices across most domains Gold 85-100 Model Site Top-tier performance; eligible for featured City promotion Integrity of the Self-Certification Model Self-certification raises a fair question: what stops businesses from giving themselves higher scores than they deserve? There are several safeguards to address this. A business's reputation is the main safeguard. Families talk about their experiences, and customers will judge any business with a Family-Friendly Certified decal. If families are disappointed, negative feedback spreads quickly online and in the community. Being dishonest about certification can hurt a business more than not having it at all. The Chamber has a process for complaints and reviews. If a certified business gets credible negative feedback, the Chamber can review and re-evaluate it. The scoring rubric employs specific, visible criteria. Customers can easily find features like changing tables, stroller access, and child-friendly hours. There is little chance for confusion, and businesses know their reputation depends on being honest about what they offer. Quarter 1 Pilot The first phase will test the program with 20 businesses across seven categories, rather than starting citywide. This lets the Chamber see how the rubric works in real situations, make changes based on feedback, and show that the idea works before expanding. Pilot Business Categories ●Coffee shops and cafes ●Restaurants ●Retail ●Health and wellness ●Recreation and culture ●Hospitality and tourism July 21, 2026 Item #2 Page 5 of 8 Carlsbad Family-Friendly Certified Program 2026 Prepared by Council Member Priya Bhat-Patel, City of Carlsbad, District 3 | In Partnership with the Carlsbad Chamber of Commerce What the Pilot Will Measure ●Whether the rubric is clear and applicable throughout various business types, including whether industry-specific interpretive guidance is needed (for example, in-room amenities counting toward hospitality criteria that assume a shared public space) ●The current baseline of family-friendly features in Carlsbad's business community ●Whether public visibility of the certification influences family spending decisions ●What modifications, if any, are needed before a citywide rollout At the end of the first quarter, the Subcommittee will receive the pilot results and recommendations on whether to support a possible expansion. This program could also be presented at the Mainstreet Association conference in November as a replicable model for other cities across the state. Recommendation Mayor Pro Tem Bhat-Patel asks the Economic Development Subcommittee to support the pilot of the Carlsbad Family-Friendly Certified Program. Requested Action Support the pilot of the Carlsbad Family-Friendly Certified Program. Conclusion Carlsbad has a reputation for being family-friendly, but there is no clear, visible way to demonstrate this for businesses and families. This program fills that gap. The Chamber is committed to the program. It is set up for a quick start and ongoing improvement. With Subcommittee approval, the pilot can begin right away. Mayor Pro Tem Priya Bhat-Patel Council Member, District 3 | City of Carlsbad | 2026 Self-Certification Scorecard Carlsbad Family-Friendly Certified Program | Complete one scorecard per location Score each criterion based on what is currently in place at your location. Give yourself full points if a feature or practice is consistently available. If something exists but is limited or informal, award partial credit. If it is not available, score zero. Do not score based on plans or intentions. Submit the completed scorecard to the Carlsbad Chamber of Commerce. Business Name: _______________________________ Business Category: _______________________________ Address: _______________________________ Date Completed: _______________________________ A. Accessibility & Physical Space (20 pts) Pts Your Score (/20) Stroller-accessible entrance No steps or barriers at entry; wide doorways; automatic or easy-push door 0-5 ___ July 21, 2026 Item #2 Page 6 of 8 Carlsbad Family-Friendly Certified Program 2026 Prepared by Council Member Priya Bhat-Patel, City of Carlsbad, District 3 | In Partnership with the Carlsbad Chamber of Commerce Diaper changing station Clean changing table available in at least one restroom 0-5 ___ Family restroom or accessible stall Spacious, private stall suitable for caregiver and child together 0-5 ___ Seating for caregivers with infants High chairs, booster seats, or bench seating close to tables 0-5 ___ B. Caregiver Support & Comfort (20 pts) Pts Your Score (/20) Breastfeeding-friendly space Designated private or semi-private area; staff aware of policy 0-5 ___ Sensory accommodations Quiet hours, low-stimulation seating option, or staff training in place 0-5 ___ Potable water access Water available to children and caregivers at no charge 0-5 ___ Caregiver comfort overall Staff are responsive and welcoming toward families with young children 0-5 ___ C. Child-Centered Experience (20 pts) Pts Your Score (/20) Child engagement element Books, toys, activity corner, or child-specific menu item on hand 0-5 ___ Welcoming staff attitude Staff are at ease and positive when engaging with young children 0-5 ___ Inclusive family policies No restrictions on strollers; children welcome throughout all hours 0-5 ___ Child-friendly layout Furniture, displays, and fixtures are arranged with young children in mind, with fewer loose or breakable items at child height 0-5 ___ D. Health, Safety & Inclusion (20 pts) Pts Your Score (/20) Cleanliness standards Restrooms and regularly touched surfaces cleaned on a regular schedule 0-5 ___ Family-friendly fixtures and layout Non-slip flooring in key areas, clearly marked exits, and fixtures positioned with young children in mind 0-5 ___ Inclusive signage Wayfinding is pictogram-based, multilingual, or otherwise family-friendly 0-5 ___ Allergy and dietary awareness Staff can speak to common dietary needs; menu has relevant labels 0-5 ___ July 21, 2026 Item #2 Page 7 of 8 Carlsbad Family-Friendly Certified Program 2026 Prepared by Council Member Priya Bhat-Patel, City of Carlsbad, District 3 | In Partnership with the Carlsbad Chamber of Commerce E. Community Participation (20 pts) Pts Your Score (/20) City and community event involvement Business has taken part in Carlsbad family events, markets, or programs 0-5 ___ Family perks or discounts Kids-eat-free night, family pricing, or similar benefit offered 0-5 ___ Feedback loop Business actively solicits and responds to family-related feedback 0-5 ___ Community visibility Family-friendly offerings are promoted via signage or social channels 0-5 ___ TOTAL SCORE (Domains A-E only): ___ / 100 F. Location Context (Informational — Not Scored) Present? Proximity to park or green space Park, trail, or open space is within reasonable walking distance Y / N Transit or bike access Bus stop or bike lane nearby; bike parking available on site Y / N Pedestrian safety Sidewalks and crosswalks in good condition; safe street crossing nearby Y / N Parking and drop-off ease Drop-off zone available or accessible parking close to entrance Y / N Location Context is recorded for the business's certificate and the Chamber's public directory listing, and helps the City understand infrastructure gaps near participating businesses. It is not added to the 100-point score and does not affect Pathway, Bronze, Silver, or Gold status. Scoring Key Full points: Feature or practice is fully and consistently in place. Partial points: Present but limited, informal, or inconsistently available. Zero points: Not currently available at this location. Score what exists now, not what is planned. Pathway: Below 60 Bronze: 60-69 Silver: 70-84 Gold: 85-100 Submit completed scorecards to the Carlsbad Chamber of Commerce to receive official certification and a window decal. July 21, 2026 Item #2 Page 8 of 8 ECONOMIC DEVELOPMENT SUBCOMMITTEE · 2026 Carlsbad Family-Friendly Certified Program A no-cost recognition program for family-welcoming businesses Mayor Pro Tem Priya Bhat-Patel | District 3 | In Partnership with the Carlsbad Chamber of Commerce THE OPPORTUNITY Families choose Carlsbad but there's no easy way to show it back ① A city families choose Carlsbad is known as a place families choose to live and a destination many family tourists choose to visit. ② No visible signal Families decide where to spend time and money based on how welcome they feel. Today there's no easy way to know before walking in. ③ An underserved market Businesses that welcome families well have no simple way to show it, or to reach this large customer segment. 2 THE PROGRAM How it works, in four steps 1 Self-Assess Business scores itself against a clear, published rubric. →2 Submit Completed scorecard goes to the Carlsbad Chamber of Commerce. →3 Certify Chamber verifies tier and issues a window decal. →4 Get Listed Business appears in a public directory on the Chamber website. Voluntary. Trust-based. No City spending or ongoing staff involvement required. 3 PROGRAM STRUCTURE Five scored domains, 100 points total A Accessibility & Physical Space 20 pts B Caregiver Support & Comfort 20 pts C Child-Centered Experience 20 pts D Health, Safety & Inclusion 20 pts E Community Participation 20 pts PARTIAL CREDIT Businesses are recognized for what they already do well, not just for a perfect score. DOMAIN F · REPORTED, NOT SCORED Location Context — park proximity, transit, parking — reflects city planning, not the business. Shown on the certificate, not counted in the score. 4 CERTIFICATION TIERS Every business has a path in Pathway < 60 Working Toward Certification: engaged, with a clear roadmap Bronze 60–69 Entry-Level Certified: core standards in place Silver 70–84 Strong Family-Friendly: consistent practices Gold 85–100 Model Site: Eligible for featured promotion 5 PILOT PROGRAM Quarter 1 pilot Coffee Shops & Cafes Restaurants Retail Health & Wellness Recreation & Culture Hospitality & Tourism WHAT THE PILOT WILL MEASURE ▪Whether the rubric is clear and applicable across different business types ▪The current baseline of family-friendly features across Carlsbad ▪Whether public visibility of certification influences family spending decisions ▪What modifications are needed before a citywide rollout 8 RECOMMENDATION Support the pilot of the Carlsbad Family-Friendly Certified Program Thank You REQUESTED ACTION: Support the Quarter 1 pilot as described.