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Home My WebLink About2014-04-08; City Council; 21563; Receive Update Urban Place Consulting Group Regarding Village Revitalization PartnershipCITY OF CARLSBAD - AGENDA BILL 13 AB# MTG. DEPT. 21,563 04/8/2014 CM RECIEVE AN UPDATE FROM URBAN PLACE CONSULTING GROUP REGARDING THE VILLAGE REVITALIZATION PARTNERSHIP DEPT.DIRECTOR CITY ATTY. 'Jl CITY MGR. RECOMMENDED ACTION: Receive a report from Urban Place Consulting Group regarding their work with the Village Revitalization Initiative. ITEM EXPLANATION: The City of Carlsbad contracted with Urban Place Consulting Group on March 14, 2012 to develop programs, policies, financing mechanisms and other initiatives to spur local investment on a self-sustaining basis in the Village area. As part of their scope of work, tonight they are presenting their status update of their progress. FISCAL IMPACT: Funding has previously been appropriated forthe current term of this contract. 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 760-434-2820 kathv.dodson(Q).carlsbadca.com 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 COUNCIL ACTION: APPROVED • DENIED • WITHDRAWN • AMENDED • CONTINUED TO DATE SPECIFIC • CONTINUED TO DATE UNKNOWN • RETURNED TO STAFF • COUNCIL RECEIVED THE -BT REPORT/PRESENTATION OTHER - SEE MINUTES • Morgen Fry Subject: FW: appreciation From: will lam ostrie fmailto :winiamostrie@att.net1 Sent: Monday, April 07,2014 3:41 PM To: Council Internet Email Subject: Fw: appreciation ,ii Receive - Agenda item # For the Information of the: CTTY COUNCIL AGMg£^A _/L CC t^jf City Manager Forwarded Message — From: wiiliam ostrie <williamostrie@att.net> To: "counci@carlsbadca.qov" <counci@carlsbadca.gov> Sent: Friday, April 4, 2014 2:35 PM Subject: appreciation Thank you for recognizing the opportunities for the continuous improvement ofthe Village and Barrio by bringing Urban Place Consulting and Dover, Kohl to facilitate the process. I believe that Urban Place has contributed greatly to developing the Village and should continue to be a key player. Bill Ostrie Property Owner: Carlsbad Village Art & Antique Mall 2752 State St 619-246-6663 Date: ^/fr//^ DistrlbutionT^^ City Clerk Asst. City Clerk Deputy Clerk Book fi J % f jr- CHAMBER OF COMMERCE April 7, 2014 IVIayor and City Council City of Carlsbad 1200 Carlsbad Village Dr. Carlsbad, CA Dear Mayor Hall and Council Members: The Carlsbad Chamber of Commerce supports City Council Resolution 2014-061 extending the contract of Urban Places, the consulting firm revitalizing the village, for a period of 11 months until March 13, 2015. The firm has met all its assigned milestones to date and with the extension it would allow urban Places to complete the full scope of the contract they entered into March 2012. The goal ofthe Village Revitalization Partnership is to improve the health ofthe village by partnering with local property owners, businesses, residents, and other stal<eholders to develop programs, policies, funding mechanisms and other initiatives to spur local investment and foot traffic on a self-sustaining basis. Over the last two years they have met the majority of those goals. Since the inception of the contract, Urban Places has delivered on a number of outcomes including facilitating new investment, streamlining regulation, activating the Village, developing marketing and communication materials to name but a few topics. During that same period oftime they have activated key metrics associated with the village including the following: -Over $43 million in new private investment in the Village over the last 24 months. -An 8.7 percent sales tax increase in the Village area over the past 24 months " A 7 percent increase in "excellent" ratings for the Village since 2011 in the resident survey -An 89 percent increase in the ratio of public funding to private investment since 2011 In addition to the aforementioned items they have been very active working with city staff on the process of creating an update to the Village Master Plan. It goes without saying that t1>e VHIage Is aliVe and underway in a facelift and revitalization that is long overdue, -16!'.- »'' Sincerely, Ted Owen, President/CEO VILLAGE REVITALIZATION APRIL 8, 2014 TWO YEAR UPDATE URBAN PLACE CONSULTING GROUP STEVE GIBSON & ASHLEY WESTMAN TWO YEAR UPDATE •Facilitating new investment •Activating the Village •Marketing & communication •Developing a sustainable funding source •Year 3 Scope of Work highlights FACILITATING NEW INVESTMENT FACILITATING NEW INVESTMENT •Facilitated over 30 meetings with broker and developer teams, including: State and Oak L.L.P. C.C.I. PARTNERS COLLIERS INTERNATIONAL DEL SOL RESOURCES WAVECREST HOTELS AND RESORTS SIGNATURE REAL ESTATE LEE AND ASSOCIATES VESTA PACIFIC DEVELOPMENT SEA COAST EXCLUSIVE PROPERTIES PACIFICA COMPANIES K.W. COMMERCIAL AXIA REAL ESTATE BERKSHIRE HATHAWAY INTRACORP Whittlesey Doyle Land Brokers S.D. MALKIN COMPANIES MISSION EQUITIES STERLING DEVELOPMENT CUSHMAN AND WAKEFIELD POUCH INVESTMENTS M. BENJAMIN AND CO. FACILITATING NEW INVESTMENT •Assisted new and existing business with land use and development issues: •Carruth Cellars, Knockout Pizza, Carlsbad Urgent Care, Paon, Relm Winery, On the Tracks Brewery, El Corral •Assisted local businesses with curb cafes: •Garcia’s, Australian Grill, Mas Fina Cantina, Boar’s Cross’n CONCEPT ONLY - NOT APPROVED FACILITATING NEW INVESTMENT •Potential land assemblage of 100,000+ square feet in the Village core •Working with various property owners •Could enable much-needed space for: •Public market and/or specialty grocery •Workforce/“millennial” housing •Creative office space •Increased public parking FACILITATING NEW INVESTMENT •Land use and planning •Identified issues with Village Master Plan and partnered with Planning to develop short-term amendments to spur development •Assisted with writing a SANDAG grant for a completely new Village Master Plan (unsuccessful) •Worked with Planning to begin process for new Barrio & Village Master Plan (approved 2 weeks ago) FACILITATING NEW INVESTMENT •Capital Improvement Projects •Identified streetscape needs (flower baskets, trash cans, decorative lighting) •Developed pilot projects to address these needs and worked with staff to develop larger CIP projects •Assisted staff with implementation of CIP projects FACILITATING NEW INVESTMENT •In the past two years: •Over $43 million in new private investment •8.7% sales tax increase in the Village •In the past three years: •7% increase in “excellent” ratings for the Village (Citywide Public Opinion Survey) •89% increase in the ratio of public funding to private investment (2013 State of Effectiveness Report) ACTIVATING THE VILLAGE ACTIVATING THE VILLAGE •Worked with Carlsbad Village Association and City staff to relocate farmers’ market to State Street •Attracts approximately 500-600 customers per week to the market and to local businesses •Conducted a parking study, pedestrian counts, and user intercept surveys around the market •Worked with CVA to establish and coordinate Flicks at the Fountain and Friday Night Live MARKETING & COMMUNICATION MARKETING & COMMUNICATION •Continued monthly Village Voices meetings on various timely topics •Produced weekly email blast delivered to over 1,200 •Grew Carlsbad Village Facebook page from 0 to over 1,000 fans •Will unveil a new fully-responsive and geo-coded Village website in late spring DEVELOPING A SUSTAINABLE FUNDING SOURCE SUSTAINABLE FUNDING SOURCE •Established a property owner steering committee •Held 12 open steering committee meetings, plus public workshops, to explore elements of a Property-based Business Improvement District •Expanded PBID interest mailing list to over 50 interested stakeholders •Engaged major stakeholders including North County Transit District and the Shops at Village Faire YEAR 3 SCOPE OF WORK HIGHLIGHTS YEAR 3 SCOPE OF WORK •Facilitating new investment •Strengthening the Village offering (residential, creative office, retail & restaurant) •Barrio & Village Master Plan outreach •Recruitment strategy for a public market or grocery •Activating the Village •Farmers’ Market, Flicks at the Fountain, Friday Night Live •Village Green pilot project YEAR 3 SCOPE OF WORK •Marketing and communication •New Village website •Marketing plan and consistent implementation •Sustainable funding source •Continue property owner outreach and consensus building through 2014 •Develop PBID or other funding mechanism based on input and consensus from stakeholders YEAR 3 SCOPE OF WORK •Parking management program •Conduct parking study and analysis •Work with stakeholders to understand issues and needs •Coordinate with City to establish a Village Parking Management District THIS IS CARLSBAD VILLAGE “Amazing people, fresh ideas. Local talent, local flavors. A place to connect.” THANK YOU Q & A