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Home My WebLink About2016-03-08; City Council; 22236; Carlsbad Village Association 2015-16 Village Revitalization ServicesCITY OF CARLSBAD AGENDA BILL 9 AB# 22,236 DATE 3/8/16 CARLSBAD VILLAGE ASSOCIATION 2015-16 VILLAGE REVITALIZATION SERVICES DEPT. DIRECTOR CITY ATTY. DEPT. CM CITY MGR. 1,/ RECOMMENDED ACTION: Receive a presentation from the Carlsbad Village Association on 2015-16 village revitalization services. ITEM EXPLANATION: On June 9, 2015, the City Council adopted Resolution No. 2015-151, approving a professional services agreement with the Carlsbad Village Association (CVA) for village revitalization services, in an amount not to exceed $100,000. The city subsequently executed a one year agreement with CVA to manage marketing and communication, events and economic development programs in Carlsbad Village, as described in the attached Scope of Services (Exhibit 1). CVA's 2015-16 priorities and efforts have focused on re-engaging and building relationships with village merchants through direct outreach; hosting a monthly Village Voices meeting and distributing weekly e-Blasts featuring village merchant and event information. They have produced several successful new and ongoing events, including the annual Art in the Village, Flicks at the Fountain, Friday Night Live, the Holiday Window Decorating Contest, and the Village Winter Festival, as well as the weekly State Street Farmer's Market. CVA has also been successful in increasing exposure for village merchants and events through print and social media, an updated website (www.carlsbad-village.com) and their weekly e-Blast. And finally, CVA has assisted the city in obtaining feedback and input from village merchants and property owners on city projects, such as the Village & Barrio Master Plan, Ocean Street Beach Access Improvements Project, and the Grand Avenue Decorative Lighting Program. FISCAL IMPACT: There is no fiscal impact associated with this item. 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: 1. Carlsbad Village Association — 2015/16 Scope of Services DEPARTMENT CONTACT: Jason Haber 760-434-2958, Jason.haber@carlsbadca.gov FOR CLERK USE. COUNCIL ACTION: APPROVED 0 CONTINUED TO DATE SPECIFIC DENIED 0 CONTINUED TO DATE UNKNOWN 0 CONTINUED 0 RETURNED TO STAFF WITHDRAWN 0 OTHER— SEE MINUTES AMENDED 0 REPORT RECEIVED EXHIBITi SCOPE OF SERVICES ECONOMIC DEVELOPMENT Efforts in this area will be focused on continuing the economic development in the Village that has attracted over $43 million in new investment in the past three years. At a minimum, tasks include: • Retail recruitment to include research, marketing and outreach to suitable retail establishments; meeting with and advising potential retailers in the Village as well as developers, property owners and real estate representatives with potential retail projects; meetings with city staff on potential retail projects • Broker outreach and advisement regarding potential tenants, property owners and/or development projects located in the Carlsbad Village and the Barrio. • Assist city staff and consultants with the pending Village and Barrio Master Plan, to include gathering input from Village stakeholders, providing feedback on the plan, assisting with outreach to Village stakeholders and others, assistance with implementation projects related to the plan. • Facilitating developers, property owners and tenants with the development approval and permitting process • Provide assistance to the city staff on implementing the mobility element of the General Plan in the Carlsbad Village, and work with local businesses and developers on traffic impact fee analyses • Coordinate parking management and advocacy to include parking studies and policy recommendations • Assist with curb café policy, improvements and implementation by individual businesses • Research and develop a façade improvement program and work with staff on funding, approving and implementing such a program. • Pedestrian and bicycle counts • Public space development and activation, to include temporary uses and suggestions, design and outreach regarding permanent changes to public space in an effort to increase visitation • Work with city staff on capital improvement projects in the Village, to include outreach to stakeholders and design and implementation input MARKETING AND COMMUNICATION Efforts in this area will be focused on continuing the marketing and communication work that has led to 1,800 email subscribers, an engaged social media following, over 45 press mentions, and over a million impressions related to Carlsbad Village. At a minimum, tasks will include: • Develop multimedia marketing campaigns for Village events and activities • Write and publicize press releases related to events, activities or businesses in Carlsbad Village and Barrio • Manage press in response to press releases, at events and activities and upon request by media or local businesses, related to the promotion of Carlsbad Village and Barrio. • Design of print and online marketing materials promoting Village events, activities and businesses • Promote of the Village through a wide variety of social media • Create content for and publish blog and email newsletters regarding Village and Barrio events, activities and businesses on a minimum monthly basis • Facilitate outreach to communicate of issues that should be addressed by or receive input from Village and Barrio stakeholders. EVENTS Efforts in this area focus on producing and coordinating popular Village events that have improved the sense of community and brought new visitors to Carlsbad Village. Those events include: • Flicks at the Fountain 2015 • Friday Night Live 2015 • Other programming or events, to include researching, producing, managing and marketing new events that will drive visitation to Carlsbad Village. The entire Scope of Services shall not exceed $100,000 in year one. Reimbursements will be made on a monthly basis for these activities at an $80 per hour rate plus reimbursements for expenses. Expenses in excess of $5,000 need prior approval by the City Manager. 3/9/2016 - THIS IS - CAITSBAD VILLAGE From beaches and theaters to fine dining and taco shops, Carlsbad Village is your North County destination of choice. Carlsbad Village flssociation experience the village Village Revitalization Professional Services Contract Urban Place Consulting three-year contract ended March 2015 Property Business Improvement District (PBID) was not implemented CVA Board moved back into operational role in May 2015 CVA awarded agreement June 2015 to June 2016 with extension www.carlsbad-village.com 1 Seaside Courier Monthly column 30,000 distribution MONTHLY PRESS OUTREACH Carlsbad Business Journal Monthly column 8,000 distribution :13 12 Wirk. ,TV 11. HAIR • NAILS tsi WANG . WCALPT RAPPY MOOR — craftburger FIRST YEAR GOALS — CONTINUE REVITALIZATION o CVA Weekly eBlast to 2,700 people o Village Merchant eBlast to 225 owners o Monthly Village Voices meetings o Economic Development o Rebranding CVA o Marketing, Communications and Events Colorful art tour returns to the Village The LEGO Movie 40 now at LEGOLAND Carlsbad Village is the perfect place to spend Valentine's gay 3/9/2016 2 State Street Farmers' Market Facebook > Facebook followers up 23% to 3,178 Carlsbad Village Facebook Facebook followers up 16% to 1,883 Carlsbad Villas/re fissociationli experience the village lnstagram > Started posting just 14 weeks ago > Instagram followers up 92% to 1,013 .... tirait , 619 PM PHOTO Ci SOCIAL MEDIA — FACEBOOK POSTINGS *tmt, Mae" et eat eta. < State Street Farmers' Actmity Inalgh. Page A Market in Carlsbad Village ! Market in Carlsbad Village II ' irs7t7Streett;a'rymers' Insights Street Farmers Avocados! Delicious and nutritious. Robbie'l!l'ars-fresh live local Cra'b..! See you today 3pm-6pm. EiMeMMe.,----,-- - Page Page Carlsbad Villaga Mayor Matt Hall being intseire;ecwheodiclieve di Williams of KU ! bYB'en u ur ',fondants( vnlage. Juicer.' about @choicejulgeol @@kCtra'Sints 4calisbadvillage Causes For COrnmulingt Scattsbadvillage ecarlsba... Page 4carlsbadvillage Fholidaywind0ws2015 tS .f.,TC/nD4.1 OCTOFF-K 2O 4414 ow, tear , 6:32 PM < State Street Farmers' EL, Ca •••• Pra? Pea PM PHOTO t:taPM Ci PHOTO i?;:41.4* itiyoin riltbs7/afentiote's Oar, 6)ga/re 6r6 #IIIEARICARLSBADVILLAGE SKYE WALKER JAN. 1647 ffr=c,',v'gnrn,„ te 42 likes. *Q 0C1 2. • a4 likes. Q CI Ci- V.t:d.'''giror. AQC101 www.carlsbad-village.com CARLSBADVILLAGE Tat , 817 PM PHOTO Ci P I 170 10 , 13 333 , (10oarlsbsduillege Edit ProfiN Carlsbad Village Official lostagram site of Carlsbad Village, the preeminent downtown of North County San Diego. Don't forget to find us on Facebook! carlsbackvillage.com et 72 likes carlsbadvillage Whale perfect place fora settle! Loving Carlsbad State Beach today. @carlsbadvillage @tamatackresort tecansbadshops 4fiarlsbadvillage 0 CE MIL! 0 3/9/2016 3 3/9/2016 Smoothie & JUica Bar] Fresh 0 Weal 0 Organic I www.ConsciousCoconuts.com tavl a t\.\ OVIE SCHEDULE 7/8: Hook 7/16; Close 0077770 77 the 77/70 6370 7/23: Blg Hero 6 7/30. Soul Surfer 8/6: The InereiBbles 8/13: Waard 007 8/20: McFarland USA ipeAllhliip 8/27: Imam HERO A T TIME PARKI. LOT AT STATE ST E. GOWN AIL I ?lows START AT DISK WWW.CARLSBAD—VILLAGE.COWFLICKS n 4 LIVE MUSIC'' Enjoy live acoustic music from local musicians UVE OEMOS -Num-List demos and instruction in a variety of mediums Sunday August g. 2017 9ani-sinti State Street Cs• Grand Avenue in Carlsbad %Magi' 13WYNDHAM Friday Night Live Friday Nights Starting in April! dum-9pm c.v are playing Friday Night Live! This Friday, June 26 7-9 PM, State St. and Grand Ave. www the bad earls corn inemsateing Carlsbad Village Association www.carlshad-village.com 3/9/2016 5 CANTSOAD 'ADAC ASSOCIATION f 1411,TingsdaY A self guided walking tour of the unique art in Carlsbad Village. - 'Window , Oporysored b0C.srlabad V One Am:34Am) wr"tpl."; Carlsbad Villacre Association 4.41,11 experience ilie village Plans for Remaining Portion of Contract through June 2016 • Support City outreach and engagement efforts o Village and Barrio Master Plan o March 14th Barrio Presentation D City Liaison • State Street Lighting project Code Enforcement issues • Events 4th Thursday Art Walk begins March 24th • Friday Night Live begins March 25th • Flicks at the Fountain polling at Village Faire Shopping Center For more information or brochure, visit carlsbad-village com www.carlsbad-village.com 3/9/2016 6 Carlsbad Villatte flssociation experience the village Plans for Two Year Extension > Become a membership organization January 2017 > Become financially self-sustaining > Consider Community Based Improvement District (CBID) > Work with City on: o Improving Village transportation, mobility, parking, safety, lighting o Advancing railroad trenching project o Identifying and implementing Village open space o Activating Village and Barrio Master Plan www.carlsbad-village.com - THIS IS - AND VILLAGE From beaches and theaters to fine dining and taco shops, Carlsbad Village is your North County destination of choice. 3/9/2016 7