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Home My WebLink About2023-02-13; Economic Development Subcommittee; ; Carlsbad Business Organization and Business UpdatesECONOMIC DEVELOPMENT SUBCOMMITTEE Staff Report Meeting Date: Feb. 13, 2023 To: Economic Development Subcommittee From: David Graham, Chief Innovation Officer Staff Contact: David Graham, Chief Innovation Officer david.graham@carlsbadca.gov, 442-339-5992 Subject: Carlsbad Business Organization and Business Updates Recommended Action Receive informational reports from Carlsbad business organizations, discuss and provide recommendations. Next Steps Staff will continue to engage with Carlsbad business organizations, economic development organizations, and other business support organizations that support the local economy, business programming and businesses themselves. Discussion Carlsbad businesses fuel the city's economic vitality and Carlsbad's business organizations play a critical role in supporting them. This item provides a regular opportunity to hear an update from Carlsbad business organizations, including the Carlsbad Chamber of Commerce, Carlsbad Village Association, and Visit Carlsbad, as well as from other key industry cluster and economic development organizations as needed, on current programs and initiatives, perceived challenges, and opportunities for engagement. Updates will be provided by: l. Carlsbad Chamber of Commerce 2. Carlsbad Village Association 3. Visit Carlsbad 4. Other key industry cluster and economic development organizations, as relevant Public Notification Public notice of this item was posted in keeping with the Ralph M. Brown Act and was available for public viewing and review at least 24 hours before the scheduled meeting date. Exhibits None. Feb. 13,2023 Item #1 Page 1 of 1 SAN DIEGO NORTH ECONOMIC DEVELOPMENT COUNCIL M A R K E T | R E T A I N | C O N N E C T ECONOMIC & WORKFORCE DEVELOPMENT: GOALS & OBJECTIVES Attract new inw ard i nvestme n t to Nort h C o u n ty 1 Wo r k with exis ting compani es to help them sol ve p r o bl ems C o n n ec t edu cat o r s and employe rs 2 3 2023 ECONOMIC & WORKFORCE DEVELOPMENT: ACTIVITIES Continue to meet regularly with Matt Sanford and other SR 78 managers to support and compliment their efforts Continue producing programs and research for Innovate78 Manufacturing, Life Science and Food/Ag industry dinners and Startup 78 Programming calendar Research such as Manufacturing Cluster fact sheet Other support as requested Provide SR78 Cities including Carlsbad with actionable data on Job positings Outreach to at least 40 SR78 employers - including at least 10 located in Carlsbad. Provide actionable info to EDMs. Pilot "Why North County" ($15K investment plus labor). Publish "Small Business Resource Guide" and distribute to new businesses along the corridor. 2023 ECONOMIC & WORKFORCE DEVELOPMENT: ACTIVITIES (CONTINUED) Support Carlsbad's Job Readiness Room with marketing assets and corporate outreach Continue to promote and partner with Carlsbad Chamber and TCMC on SOCAL (www.socalworkforce.org) 2023 ECONOMIC & WORKFORCE DEVELOPMENT: OUTCOMES Forward 10 new attraction leads to SR78 EDMs. Create report on viability and value of "Why North County" attraction campaign for consideration 2024-2025. Distribute "Small Business Resource Guide" to 200 small businesses along the corridor. Increase number of videos on SOCAL to 120 and increase web traffic by 150%. Direct contact with at least 200 HS students at Carlsbad High Schools. Avg. Eng. Time: 1 min 10 sec New Followers: 9 (+28.6%) Unique Visitors: 46 (+20%) Page Views: 12 (+71.4%) Highest Performing Videos: Fire Inspector) Warehouse Supervisor Electrical Instrumentation Technician Home All Interviews Careers Top Pages: Engagement Rate: 0.0% Watch Time (hours): 43.2 (+48%) Website SOCAL MONTHLY REPORT - JANUARY 2023 Total Users: 378 (+27.7%) Event Count: 4.6K (+20.0%) New Users: 353 (+28.8%) Events LinkedIn Total Followers: 414 Impressions: 15.0K (+27%) YouTube Subscribers: 38 (+133%) Avg ER: 0.67% <500 Students Coastal Academy High School Career Fair: 37 8/4 K Users 15/200 Followers 1.6/1 2K Views 1/1 2 Events Avg. View Duration: 1 min 38 sec Impressions CTR: 7.5% Total Views: 1.6K (+43%) Attract new members to the Council MARKETING: GOALS & OBJECTIVES Continue to build North County Brand 1 Market the region for inward investment & increase awareness of North County assets Drive attendance to events Grow audience base for newsletters & social media platforms 2 3 4 5 MARKETING: ACTIVITIES, SOCIAL MEDIA Increase social media audience across all platforms & begin to regrow the new Facebook page 15 Industry specific campaigns to highlight economic value (#NorthCountyHighlights) 175 Twitter posts 105 FB posts 105 IG posts 125 LinkedIn posts 9 City specific campaigns to highlight quality of life attributes (Biannually) 175 Twitter posts 105 FB posts 105 IG posts 125 LinkedIn posts Investor Spotlight campaign bi-annually Publish Videos To Highlight Newly Improved Areas Across North County 2 Downtown Area 2 New Commercial or Industrial Developments Minimum of 1 Collaborative Campaign with Chamber, Visitor Bureau, or industry associated partners Featuring a minimum of 10 social media posts shared across 4 platforms New Follo wers: 46 (+91.7%) Profil e Visits: 4 6 (+58.6%) Re ach: 172 (+68.6%) Engageme nt Rate: 4.30% Engageme nt Rate: 0.69% Engage men t Rate: 0.01 6 % L inkedIn SOCIAL MEDIA MONTHLY REPORT - JANUARY 2023 Total Foll owers: 1,317 Uniq ue Visitors : 34 Page Views: 54 Twitt e r I nstagr a m T otal Fol lowers: 780 New Follo wers: 15 (+36.4%) Avg ER : 2.0% Avg ER : 0.67% Avg ER : 0.037% To tal Followe rs: 2,458 This article received 105 total clicks. Our average click rate for January was 1.6% and our average clicks per unique open was 6.3%. Our average open rate for January was 25.9% at about 958 opens per newsletter. Our current subscribers total 3,716. 2023 Goals: Meet North County Stewards January's Featured Investors (24) High Performing Article Newsletter Survey Carlsbad Classical Academy Colliers CSUSM Encinitias Escondido Lee & Associates LEGOLAND MiraCosta College National University NCTD Oceanside Olivenhain MWD Palomar College SD Botanic Garden SD Children's Discovery Museum San Marcos SD Airport Authority SD County Water Authority SDG&E Tri-City Medical Center Viasat Vista Vista Chamber Our Meet North County Stewards series is now being featured in The Coast News. Articles can be found as they are published at thecoastnews.com under Columns> Meet North County Stewards. Sandy Kerl & Kim Thorner article published in newsletter on 1/31 Thank you to everyone who participated in the survey. Prize winners have been notified. I have already been making changes within the newsletter to integrate survey feedback. 4/48 Newsletters 1/18 NC Stewards 3/6 Earned Media 16/300 New Subscribers 1/4 Small Business RSS Newsletter RESEARCH: GOALS & OBJECTIVES Create touch points with North County companies and opinion leaders Solidify SDNEDC as an authoritative research entity Produce content for Annual Economic Summit Create regional awareness 1 32 4 RESEARCH: ACTIVITIES Economic Profile for 78 Collaborative Produce North County Indicators Report Update and Redesign Existing Reports (Biannually) 8 Industry Clusters 9 Municipal Economic Profiles ECONOMIC 2022 POPULATION JOB GROWTH TOTAL LABOR FORCE 55,000 48,187 HOUSING & COMMUTE RESIDENTIAL HOUSING UNITS 115,501 Source: California Department of Finance;E-5 Estimates, 2021 INCREASE SINCE 2016 0.7% JOB GROWTH SINCE 2016 636 DASHBOARD EMPLOYMENT EMPLOYED 53,700 28 MINUTES AVERAGE TRAVEL TIME TO WORK 2022 Source: EMSI, JULY 2022 Source: EMPLOYMENT DEVELOPMENT DEPARTMENT, MAY 2022 Source: California Department of Finance; E-5 Estimates, 2021 & 2020 American Community Survey 5-Year Estimate $112,933 Source: 2020 American Community Survey 5-Year Estimate MEDIAN HOUSEHOLD INCOME Source: California City & County Sales & Use Tax Rates (EFFECTIVE JANUARY 1, 2022) SALES TAX 7.75% 2 %increase in manufacturing jobs in North County since 2016. In the rest of California, manufacturing jobs have decreased by 1.6% and decreased by 2% nationally since 2016. For more information on North County's manufacturing industry or how we can help your business expand in our region, please contact: Nationally recognized bio-manufacturing degree program at MiraCosta College Award-winning certificate-granting program for high demand manufacturing occupations at MiraCosta College's Technology Career Institute (http://tci.miracosta.edu/) New Computer and Electrical Engineering programs established at CSU San Marcos Michelle Geller, Innovate78 EDM Flip over for Manufacturing Job Posting Statistics mgeller@oceansideca.org MANUFACTURING ALONG THE SR-78 CORRIDOR KEY OCCUPATIONS Highly skilled and experienced manufacturing workforce from a variety of sub-specialties such as circuit board manufacturing, injection molding, and metal fabrication Tightly integrated K-16 workforce development systems for both degreed and non-degreed positions Affordable turnkey-ready properties in several different North County industrial parks WORKFORCE PIPELINE INNOVATE 78'sCompetitive Advantages Job Title Average Annual Salary Average Annual Wage (2021) for five largest occupations in this sector Assemblers & Fabricators $ 36,192 $ 37,460 $ 48,173 $ 123,157 $ 66,872 Sources include CA Employment Development Department, US Census Quarterly Census of Employment and Wages, DatabaseUSA.com, and Economic Modeling Specialists Incorporated 760.510.5919 | 100 E. San Marcos Blvd, Suite 400, San Marcos, CA 92069 | www.innovate78.com In Engineering and Engineering Technology degrees awarded by North County institutions of higher education since 2017. 13% INCREASE Multiple freeway and highway links to transportation and logistics hubs in the Inland Empire and Los Angeles basin Electrical & ElectromechanicalAssemblers Software/Web Developers,Programmers, & Testers Machinists Engineering Technologists & Technicians Updated January 2023 $5.3B TOTAL GRP towards North County's Economy (2021) 34,448 JOBS in this industry in North County (2021) Occupation Change in Posted Salary Unique Postings Year-over-Year Quality Inspector/Tester 3.50%-35.20% Production Worker 12.50%-24.50% Production Supervisor 42.50%**15%** Quality Control System Manager Too Small of a Sample Available -4%** Advertised Wage Trend 24.5% $41.7K MedianJan 2022 - Dec 2022 Over the past 12 months, the advertised wage for manufacturing occupations in North County has risen by 24.5%. MANUFACTURING JOB POSTING ANALYTICS ** Data based on a small sample Change in Posted Salary Over Time Through its partnership with SDNEDC, INNOVATE78 can create customized real-time labor data reports for corridor companies. 1.1K 1K 0.9K 0.8K 0.7K 0.6K 0.5K 0.4K Jan 2022 Apr 2022 Jul 2022 Oct 2022 The number of unique job postings is down 25.3% from 1/2022 to 12/2022. Activity was down 34.5% December 2022 year-over-year. $50K $30K $45K $40K $35K Jan '22Feb '22Apr '22Mar '22Jul '22Jun '22May '22Sep '22Oct '22Aug '22Nov '22Dec '22Unique Postings Trend 24.5% in 2022 34.5% YoY in Dec 2022 SAN DIEGO NORTH ECONOMIC DEVELOPMENT COUNCIL T H A N K Y O U F O R P A R T N E R I N G W I T H M A R K E T | R E T A I N | C O N N E C T CARLSBAD BUSINESS ORGANIZATION AND BUSINESS UPDATES Recommendation:Receive informational reports from Carlsbad business organizations, discuss and provide recommendations. Item 1 BUSINESS ORGANIZATION UPDATES •San Diego North EDC •Connect •Carlsbad Chamber of Commerce •Carlsbad Village Association •Visit Carlsbad connect.org @connectinsd CONNECT ●Over 30 years serving the San Diego region ○Education, 1:1 support, connections to capital & resources ●Key Programs ○Springboard & Cool Companies ○SBIR @ Connect ○XEO ○Frameworks ●Key Events ○Summer Social (North County) ○Five.Ten.Thirty-San Diego Innovation Day ●Ecosystem Partnerships ○San Diego & Imperial SBDC Network ○Innovate78 ○City of Escondido AgTech initiative ○Higher Education Institutions ○Diverse Founder Support