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Home My WebLink About2026-07-30; Business and Community Quarterly Update (Districts - All); Rocha, LauraTo the members of the: ~~OUNCIL .,,- Date 1 CA _£_ CC -✓- CM V-:ACM ✓ocM (3) ✓ Council Memorandum July 30, 2026 To: From: Via: Re: Honorable Mayor Blackburn and Members of the City Council Tess Sangster, Economic Development Director Laura Rocha, Deputy City Mary~.g.~r, Administrative Services Geoff Patnoe, City Manager (&" Business and Community Quarterly Update (Districts -All) {cityof Carlsbad Memo ID# 2026040 This memorandum provides a quarterly update on the City of Carlsbad's Economic Development Department activity as it relates to the local economy, in addition to key partnership updates from the Carlsbad Village Association, the Carlsbad Chamber of Commerce, and Visit Carlsbad. Background Economic Development staff efforts during the first quarter of fiscal year 2026-27 continue to focus on strengthening Carlsbad's economy through tourism promotion, business support, regional collaboration, and community engagement. Key partner organizations, including Visit Carlsbad, the Carlsbad Village Association and the Carlsbad Chamber of Commerce are advancing initiatives that support business vitality, visitor spending, placemaking and workforce development. City Economic Development To provide additional context on Carlsbad 1s diverse economy, a snapshot of the data as of June 30, 2026, is included below of the city1s major employers by both workforce size and occupied commercial space across several of the city's key industry sectors, including life sciences, technology, sports and active lifestyle, and tourism. These data points illustrate the breadth of Carlsbad's economic base, highlight the industries that drive local employment and investment and help demonstrate why the city continues to be a premi-er location for business growth and innovation. Key Workforce Highlights: • The city's top employers span a diverse mix of industries, including life sciences, biotechnology, telecommunications, advanced manufacturing, tourism, healthcare, and sports and active lifestyle. • Seven of Carlsbad's largest employers each have more than 1,000 employees, demonstrating the depth of the city1s employment base. Administrative Services Branch Economic Development Department 1635 Faraday Avenue I Carlsbad, CA 92008 I 760-602-4620 t Council Memo -Business and Community Quarterly Update (Districts -All) July 30, 2026 Page 2 • Eleven of the top employers have workforces exceeding 600 employees, supporting thousands of high-quality jobs across the community. • The city's largest employers include globally recognized companies in life sciences and technology, alongside major tourism destinations and hospitality employers, underscoring the resilience and diversity of Carlsbad's economy. • Several employers also occupy hundreds of thousands of square feet of commercial and research and development (R&D) space, reflecting significant long-term investment in Carlsbad and reinforcing the city's position as a premier location for innovation, research, and business growth. Employees and Firms by Industry as of June 30, 2026 Industry Cleantech Information & Communications 1 Technology 328 Life Sciences Sports and Design Tourism ■648 4,131 8,662 16,270 OK lK 2K 3K 4K SK GK 7K BK 9K lOK 11K 12K 13K 14K 15K 16K 17K 18K Commercial Real Estate Highlights ■ Employment ■ Firms • Life sciences and technology companies account for the largest share of occupied commercial space, reflecting Carlsbad's position as one of Southern California's leading innovation hubs. • Sports and active lifestyle companies occupy a significant commercial footprint, reinforcing Carlsbad's reputation as the global center of the golf and active lifestyle industry, home to many internationally recognized brands. • Tourism and hospitality operators represent some of the city's largest individual commercial users, with major resorts, hotels, and attractions contributing substantially to the local commercial real estate market. • Collectively, the featured employers occupy millions of square feet of office, R&D, industrial, manufacturing, hospitality, and retail space, demonstrating sustained private investment across multiple industry sectors. • The diversity of commercial space, from research laboratories and advanced manufacturing facilities to corporate headquarters, resorts, and retail destinations, reflects a balanced economy that is less reliant on any single industry. Council Memo -Business and Community Quarterly Update (Districts -All) July 30, 2026 Page 3 Building Inventory (in Millions of Square Feet) as of June 30, 2026 18 16.4 16 14 ClJ Pf 12 +-' g 10 LL ClJ 8 I.. re ::::l 6 C" V') 4 2 0 Industrial 7.6 Office Type 5.6 Retail Partner Updates: Visit Carlsbad Visit Carlsbad continues implementing strategies that support tourism, overnight visitation, and year-round economic activity. Marketing & Destination Promotion: • Launch of the Fall 2026 advertising campaign targeting key drive markets including Los Angeles, Orange County, Inland Empire, Phoenix, Sacramento, Bakersfield and Fresno, along with fly markets including San Francisco, Denver, Seattle and Dallas. • Coordination of a nationwide satellite media tour highlighting Carlsbad's fall attractions through live television and radio interviews to generate earned media exposure and increase destination awareness. Meetings & Group Business: Visit Carlsbad continues expanding conference and meeting business by: • Exhibiting at IMEX America in Las Vegas, the largest trade show for the global meetings, events, and incentive travel industry. It brings together thousands of worldwide buyers, planners, and suppliers to network, learn, and conduct business. • Hosting client events for meeting planners in Chicago and Las Vegas. Council Memo -Business and Community Quarterly Update (Districts -All) July 30, 2026 Page 4 • Recruiting planners for a September familiarization tour showcasing Carlsbad hotels, meeting venues, and visitor experiences. These efforts are designed to generate conference bookings that support hotel occupancy throughout the year, particularly during traditionally slower seasons. Carlsbad Tourism Business Improvement District Renewal: Developed by Carlsbad lodging businesses and the Carlsbad Convention and Visitors Bureau dba Visit Carlsbad (VC), the Carlsbad Tourism Business Improvement District (CTBID) is an assessment district proposed to continue to provide specific benefits to payers by funding marketing and sales promotion efforts for assessed lodging businesses. This approach has been used successfully in other destination areas throughout the country to provide the benefit of additional room night sales directly to payors. In 2005, the CTBID was originally formed pursuant to the Parking and Business Improvement Area Law of 1989 (89 Law). In 2023, Carlsbad lodging businesses and VC modernized the CTBID by disestablishing the 89 Law District and forming a new CTBID pursuant to the Property and Business Improvement District Law of 1994 (94 Law) for a five-year term. Carlsbad lodging businesses and VC now wish to renew the CTBID for an additional ten-year term. Visit Carlsbad will continue coordinating renewal of the Tourism Business Improvement District (TBID), including: • Draft Management District Plan and Petition submitted for City review in July. • Petition drive scheduled for verification in September. • Resolution of Intention to Renew anticipated in September. Carlsbad Village Association The Carlsbad Village Association (CVA) continues enhancing the Village through beautification, events, business support, and placemaking initiatives. Beautification & Improvement Projects: • Following September 11, approximately 85 patriotic banners will be replaced with seasonal fall-themed banners. • Preliminary plans for the State Street Farmers Market expansion were submitted for city review on July 1 and are awaiting next steps. The proposed expansion would extend the Farmers Market north along State Street, creating capacity for approximately 35 additional vendor booths. According to CVA, demand for participation has continued to outpace available space, with more than 100 vendors currently on the waitlist and eight vendors rotating each week due to the lack of permanent placement. Expanding the market will address this demonstrated demand while increasing opportunities for local businesses, enhancing access to fresh and locally produced goods, and strengthening the Farmers Market's role as a key economic and community asset in the Village. Council Memo -Business and Community Quarterly Update (Districts -All) July 30, 2026 Page 5 • The 2026 California Main Street Conference is an annual three-day event taking place November 3-5, 2026, at venues across Carlsbad Village, California. It brings together commercial district revitalization professionals, small business leaders, and community stakeholders to focus on place-based economic development. Planning is underway for gathering speakers for educational workshops, panel discussions, and walking tours. Community Events: The Village continues activating downtown through community programming, including: • July • Flicks at the Fountain outdoor movie series (July 9, 16, 23 & 30) • Village Voices networking event (July 14) • August • Flicks at the Fountain finale (August 6) • Carlsbad Village Community Cleanup (August 15) • September • Village Voices (September 8) • 42nd Annual Coastal Cleanup Day (September 19) Carlsbad Chamber of Commerce The Chamber of Commerce continues supporting Carlsbad businesses through networking, education, leadership development, and workforce initiatives. Upcoming Programs: Next Steps • Carlsbad Regional Summit Breakfast -September 10 • The Carlsbad Chamber Future CEO Middle School Entrepreneur Academy is a five-week entrepreneurship program designed to introduce middle school students to the fundamentals of business. Participants gain hands-on experience in business planning, product development, marketing, and finance, culminating in a marketplace showcase where they present their business concepts. A new cohort begins in September, expanding opportunities to inspire and develop the next generation of entrepreneurs in Carlsbad. • Older & Bolder Expo (Senior Expo) -October 3, connecting older adults with local businesses, healthcare providers and community resources. Economic Development staff will continue partnering with Visit Carlsbad, the Carlsbad Village Association, the Chamber of Commerce and regional organizations to strengthen Carlsbad's economic competitiveness. Priorities for the coming quarter include advancing business attraction efforts, supporting local businesses, promoting tourism, enhancing the Village business district and fostering partnerships that contribute to long-term economic prosperity. Council Memo -Business and Community Quarterly Update (Districts -All) July 30, 2026 Page 6 cc: Sheila Cobian, Assistant City Manager Cindie McMahon, City Attorney Paz Gomez, Deputy City Manager, Public Works Jeff Murphy, Deputy City Manager, Community Services Zach Korach, Finance Director Rachel Maltz, Senior Program Manager