HomeMy WebLinkAbout2013-04-16; City Council; 21188; Quarterly Economic Development Activity UpdateCITY OF CARLSBAD - AGENDA BILL
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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WITHDRAWN •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
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Economic Development
2013-2014 Program
Kathy Dodson, Ph.D.
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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
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Carlsbad Economic Drivers
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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
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Workshop Presentation
•Project Updates
•Business Expansion & Attraction Goal
–Economic gardening
•Talent Attraction Goal
–Marketing & messaging
–Social media campaign
–Business outreach campaign
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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
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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
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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.
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Economic Gardening
So what is Economic Gardening?
It is an innovative economic development
program being used across the country to
help companies grow.
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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
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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
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Talent
Attraction
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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
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•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
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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.
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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
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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.
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Business Outreach Campaign
•Program Cost: $110,000
•Can be achieved with FY2013-14 budget while still
maintaining a $120,000 decrease
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