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HomeMy WebLinkAbout2013-04-16; City Council; 21188; Quarterly Economic Development Activity UpdateCITY OF CARLSBAD - AGENDA BILL AB# MTG. DEPT. 21,188 4-16-13 CED RECEIVE A QUARTERLY ECONOMIC DEVELOPMENT ACTIVITY UPDATE DEPT.DIRECTOR CITY ATTY. CITY MGR. RECOMMENDED ACTION: Receive and file a quarterly economic development activity update from the city's Community & Economic Development Director regarding the FY2012-13 goals and initiatives. ITEM EXPLANATION: The City of Carisbad hired an economic development manager in 2011 to strengthen the city's strong and diverse economy and its position as an employment hub in north San Diego County and to promote business diversity, increased specialty retail and dining opportunities, and Carisbad's tourism. In FY2012-13, city council established four strategic goals related to economic development: • implement a business retention and expansion program • develop a strategy focused on attracting the talent and innovators needed to compete in a global economy • work with other municipalities and economic development partners to optimize Carisbad and North County economic development efforts. • research and implement a plan to attract a university, research institution or similar program This quarterly report (First Quarter 2013) will provide an update of these goals and discuss next Steps related to achieving our economic development goals. FISCAL IMPACT: No funding is being requested at this time. ENVIRONMENTAL IMPACT: Pursuant to Public Resources Code section 21065, this action does not constitute a "project" within the meaning of CEQA in that it has no potential to cause either a direct physical change in the environment, or a reasonably foreseeable indirect physical change in the environment, and therefore does not require environmental review. EXHIBITS: None. DEPARTMENT CONTACT: Kathy Dodson, 760-602-2744, kathv.dodson(5jcarisbadca.qov FOR CITY CLERKS USE ONLY. COUNCIL ACTION: APPROVED • DENIED • WITHDRAWN • AMENDED • CONTINUED TO DATE SPECIFIC CONTINUED TO DATE UNKNOWN RETURNED TO STAFF COUNCIL RECEIVED THE REPORT/PRESENTATION OTHER-SEE MINUTES • _ • • Economic Development 2013-2014 Program Kathy Dodson, Ph.D. 2 Economic Development The sustained, concerted actions of policymakers and communities that promote the standard of living and economic health of a specific area. Wikipedia.org 3 Carlsbad Economic Drivers 4 Economic Development Goals We continue to execute our four goal economic development plan: •Expand & attract businesses •Attract talent •Build world class educational opportunities •Leverage partnerships 5 Workshop Presentation •Project Updates •Business Expansion & Attraction Goal –Economic gardening •Talent Attraction Goal –Marketing & messaging –Social media campaign –Business outreach campaign 6 Project Updates •Incubator – They are in midst of minor tenant improvements and equipment installation and expect to have their grand opening in May •Creative Carlsbad – Peer to peer CEO event aimed at cross-industry collaboration •Job Fair – Collaborating with North County Career Center for April 19th event 7 Project Updates •North County Branding – five city branding effort –Goal – Leverage Partnerships –Mayors and staffs have been working on a integrated economic development approach –Major issue is lack of North County identity –Issue resolution - branding campaign for North County cities with a specific economic development focus –RFP issued and vendor recommended –Bring Agenda Bill to City Council for approval Economic Gardening 8 9 Business Expansion & Attraction Goal How do we grow our existing businesses? One way is through economic gardening, which you originally supported in the 2012 council strategic planning session. 10 Economic Gardening So what is Economic Gardening? It is an innovative economic development program being used across the country to help companies grow. 11 Economic Gardening How does it help them grow? •Provides tailored skills and information to targeted businesses poised for growth: –Customized market data –Leadership skills –Connectivity –Technical marketing assistance •Spreads cost of expensive software among companies 12 Economic Gardening What companies are targeted? •Stage 2 companies: –5-100 employees AND annual $1-50 million annual revenue –Export-oriented with demonstrated growth in past years Economic Gardening •Stage 2 companies in Carlsbad by Cluster: –Action Sports Manufacturing 11 –Clean Technology 12 –Information & Communications Technology 57 –Life Sciences 24 Total Stage 2 companies 104 •Carlsbad has the companies, not the expertise… Pilot Program •Develop an economic gardening pilot program –Collaborate with ED partners like the Chamber of Commerce and library –Utilize the Edward Lowe Foundation, a national nonprofit with proven results •Florida program created over 3,000 jobs in 2-year pilot program •Foundation takes companies through a program that gives them technical tools to grow –Leverage pilot program so that city staff and partner organizations can build their capacity in this area of expertise 14 Talent Attraction 15 16 Why Target Talent? The old economic development paradigm had cities target companies. The new paradigm targets talent – people who want to live in Carlsbad and bring, start and grow companies here. Companies vs. People Talent Attraction – Council Goal •Hired ChandlerThinks to assist with messaging and development of marketing materials •Projects completed to date: –Digital Audit –Survey of employees new to Carlsbad –Field Study (met with 61 people in a variety of groups including target industry HR managers, chamber, real estate professionals) CITY OF CARLSBAD, CA Economic Development Digital Audit Social Media: In 30 days, over 10,000 mentions of Carlsbad were mentioned in the social media sphere. Carlsbad Related Assets @carlsbadcagov City of Carlsbad (unofficial) @Legoland_ca @CallawayGolf @TaylorMadeGolf @FootJoy @UpperDeckSports @LIFECorporation @ResortLaCosta @Karl_Strauss @Gregorios2nite @CarlsbadPatch @CarlsbadInn West Inn & Suites @TheCrossingsGC @SeapointeResort @VisitCarlsbad @Hilton_Carlsbad @CarlsbadVillage @Genoptix Twitter Facebook Followers Likes 2,400 5,194 16,000 32,946 184,000 71,580 251,000 95,339 326,000 39,868 56,420 8,554 20,000 16,092 38,000 2,226 106 9,708 17,000 359 781 2,585 1,370 804 2,300 7,853 885 207 1,358 846 8,901 58,000 440 1,300 1,264 243 37 •There is a healthy volume of Carlsbad resources and “storytellers using both Twitter and Facebook. This includes some of its larger employers in key industry clusters. •Part of their story is their location in Carlsbad. •Carlsbad Economic Development has an opportunity to provide ongoing social talking points for the area. Social media is being used by people and businesses in Carlsbad. LinkedIn is todayʼs rolodex. Especially hi tech biotech/advanced engineering Over 247 jobs are now listed within 10 miles of Carlsbad. Carlsbad companies are using LinkedIn for their recruitment. Some leverage Carlsbad very very well. Or not. The City of Carlsbad Facebook account is very active and relevant. But it serves a different-wider audience than Economic Development. Carlsbadʼs web presence is nice but buried amidst other City priorities Personality, recruitment and focus are minimized And focus makes a big impact. But most importantly people are searching for Carlsbad. What are they finding? Criteria Grade Comments Activity F Unfocused or targeted activity on any top social networking platforms. (Nothing specific for economic development. Engagement F Not engaging with proper audiences. Quality of Content F Not producing quality, shareable content for the appropriate audience. Overall Grade F Homework: Develop a plan for Plan LinkedIN, Twitter, Dedicated FB page, Pinterest page Get in the social game, be active, engage with others, create quality content. Criteria Grade Comments Content C Economic development content is only contained within the city website. This should be a dedicated organizational website. Social Icon Placement B+They are present, but none that are economic development specific. E-mail Marketing C-No viable place to sign-up for City of Carlsbad e-mails/newsletters. Itʼs available but hard to find through the clutter. Overall Grade:C Homework: Dedicated website for economic development, ongoing content creation, add e-mail marketing opportunity. Criteria Grade Comments Ranking C-The City of Carlsbad website ranks for certain keyword searches but not to the appropriate areas for those searches and not content we want for economic development. This is a byproduct of lack of efforts in social media and not having a dedicated economic development website. Overall Grade:C-Homework: Get active on social media and develop a dedicated economic development website. Digital Report Card Student: City of Carlsbad Economic Development, CA SocialWebsiteSearch New Employee Survey Information Idea of Living in the Carlsbad Area Overwhelming, the proximity to the beach and weather are what respondents liked best about the idea of living in the Carlsbad area. “Being close to the beach and village life.” “Beach side location and the pleasant feel of the village - coffee shops, apartments, restaurants, and beach within walking distance. It also seemed to be a safe community.” “I think north county is a lot more peaceful than San Diego county. It's nice not to have to deal with crowds and traffic.” First Impressions of Carlsbad The adjectives used to describe the first impression of Carlsbad are: polished, nice, maintained, beautiful and clean. Below are some of the first impression responses. “Carlsbad is upscale, gorgeous, and perfectly located.” “CLOSE TO THE BEACH!!! Very suburban, I like the vibe of the Carlsbad, Encinitas, Solana Beach, Del Mar corridor. Easy to get around. Pretty convenient shopping (all types - e.g. grocery, retail, sporting).” “It was a clean and peaceful place. Pace seemed to be slower, roads were well maintained. Plenty of people walking/riding bicycles. Typical American postcard scene.” Delivery of Expectation Carlsbad Delivers! Overwhelming, Carlsbad delivered or exceeded expectations with sixty-eight percent (68%) stating Carlsbad delivered on the expectation and twenty-six percent (26%) surpassing expectation. What do you Like Least or Worry About Most Living in the Carlsbad Area? “The cost. It's not cheap to live in Carlsbad.” “Carlsbad is too expensive for me to live in, but my biggest worry about working in Carlsbad was the commute from my place of residence.” “Far from cultural centers and an abundance of variety in terms of food/ shopping/activities.” Commute-Traffic-Cost What Do You Like Best About Living and Working in Carlsbad? “Carlsbad is a very family friendly, classy place to be. It is clean, beautiful, and easy to get to.” “Carlsbad is a beautiful city with cleanly and well maintained landscapes. Safe neighborhood with decent people around. Well maintained parks with recreational activities for kids.” “Good bike lanes (I cycle to work). Well kept, particularly the newer housing areas. Good shopping facilities. Well positioned for access to places.” Location, cleanliness, beach and climate are the top areas respondents like best about living in the Carlsbad area. Group Discussions Clear vision & shared goals. Commitment to creating and sustaining a high standard quality of life. Continuity. Purposeful alignment of resources. Consistent application of standards. #1. Elected Officials & City Leaders Disconnect between cultures & expectations. Conservative attitude at odds with artistic temperament. Unrealized and perceived unsupported expectations. #2 . Arts, Culture & History Groups Reliable and consistent good governance. Schools, lifestyle and environment are conducive to success. Understand the value of the community environment for business and customer attraction. Small business challenges. High comfort level for businesses and residents. #3. Business Community “If someone wanted to build a perfect city, it would be Carlsbad.” High quality of life that attracts CEOs, families and up-and-comers. Opportunity to define your own quality of life here. Feeling safe, secure and untroubled are great benefits. Competition is defined by what the company or person is seeking. #4. Commercial & Residential Realtor Community Very high academic performance indicators. Justifiable pride and commitment to sustaining quality of education. New academic academies aligned with industry cluster talent development. Enhanced seamless education progress from K to advanced degrees. Concern about state and local funding and their ability to sustain the high quality educational model. #5. Education Group Recruiting is about the job and company first; location second. Recruiting highly skilled, advanced degreed men and women who could choose to live anywhere they wish. Relocating people from the Northwest, Bay Area and New England is most challenging. The low risk and opportunities for Life Sciences employment in the San Diego area is less defined than in other competitive city clusters. The perceived cost of living, housing costs and traffic congestion are common objections; location between Los Angeles and San Diego is a benefit Most recruitment is conducted online (LinkedIn and specific career sites), by referral or tapping currently employed talent but they troll the backyard first. Human Resources Group Very pleasant, bedroom community, sleepy community. Improve choices for young professionals (live, work & play). Strengthen industry cluster/community networking. Re-frame the housing and affordability issues. Need to overcome the “California is a mess” perspective. Community Group Best imagery of Carlsbad? What attracts companies to Carlsbad? Residents are passionate about Carlsbad’s beauty and connection to the outdoors (especially the beach). Although Carlsbad residents are very proud of their assets, they have difficulty expressing who they are in a distinguishable context of other community neighbors. Carlsbad rallies around the Village as its cultural center. The volume and strength of the Life Sciences, ICT and Action Sports companies in Carlsbad drives its professional culture and personality. Everyone agrees, the attraction of Carlsbad to residents, small businesses and large companies are the same - the enjoyment and appreciation of its quality of life. There is an apparent cache to being located in Carlsbad. The Carlsbad lifestyle is defined by its proximity, its beach, its beauty and its pace. # Carlsbad Brand Truths Target Landscape Promise Benefit Carlsbad Brand Promise For people seeking worldly impact but appreciate “California casual” Carlsbad, CA rests on the Pacific Ocean coastline of north San Diego County Where the harmony of the natural and purposeful environment is designed for discovery So you are inspired to explore your life’s fullest potential. Social Media Campaign •Develop an outstanding online presence for economic development efforts –Businesses are our audience –Branding focused on talent and clusters –Easy access to information –Recommended by 2009 ED study and talent attraction consultants 19 Social Media Campaign Next Steps •Campaign Elements –Website development –Interactive dashboard –Social Media (Facebook, LinkedIn, Twitter) Quality brand focused on connections and content •Program Cost: $25,000 incorporated into FY 2013-14 budget with no increase. 20 Business Outreach Campaign •Carlsbad will soon have an economic development brand identity – but it is still not known outside of Southern California •A business outreach campaign will ensure that positive stories about Carlsbad and from Carlsbad businesses are placed in targeted journals –Cluster industry publications –Business Journals –Geographic Targets 21 22 Business Outreach Samples Business Outreach Campaign •Contract with professional team to promote Carlsbad in targeted channels & conduct familiarization tours with media –Regional media –National media –Targeted industries •Program Cost: $110,000 requested in FY 2013-14 budget –CED still achieves a savings of $120,000 while increasing focus on economic development which is a main priority of City Council. 23 Business Outreach Campaign •Program Cost: $110,000 •Can be achieved with FY2013-14 budget while still maintaining a $120,000 decrease 24