HomeMy WebLinkAbout2023-04-17; Economic Development Subcommittee; ; Economic Development Strategic Plan UpdateMeeting Date:
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ECONOMIC DEVELOPMENT SUBCOMMITTEE
April 17, 2023
Economic Development Subcommittee
David Graham, Chief Innovation Officer
David Graham, Chief Innovation Officer
david.graham@carlsbadca.gov, 442-339-5992
Economic Development Strategic Plan Update
Recommended Action
Receive the informational report and provide a recommendation to approve funding in the amount
of $185,000, for proposed Strategic Actions as part of the fiscal year 2023-2024 Budget.
Next Steps
Based on Subcommittee discussion, staff will incorporate funding recommendations into the
FY2023 -2024 budget process for the presented economic development strategic actions, in
conformance with the Economic Development Strategic Plan approved by City Council.
Discussion
On Jan. 10, 2023, the City Council adopted the Economic Development Strategic Plan (EDSP), which
was one of the strategic objectives contained in the 5-year strategic plan to support the goal of
economic vitality. With the passage of the EDSP, the City Council completed one of their strategic
objectives and began the implementation of the plan. The implementation is guided by a set of
strategic actions that were presented to the City Council and are being revised and updated with
cost estimates for the FY 2023-24 annual budget process.
The EDSP will guide economic development work in Carlsbad for the near and long-term future,
providing flexibility to adapt strategic actions to meet current and future conditions.
The EDSP Strategic Actions matrix is a supporting document that provides proposed actions that
staff can implement to achieve the goals set forth in the EDSP. It is a document that will be updated
annually with proposed actions, estimated budget, priority, implementation timeline, key
performance indicators and what departments will need to be involved to implement.
On February 13, during the preliminary discussion regarding Strategic Actions to be executed in
FY23-24, staff presented a budget of $325,000. As a result of the Economic Development
Subcommittee Discussion on Feb. 13, 2023, staff has evaluated options for achieving the Strategic
Actions listed for FY23-24, innovated several new solutions in partnership with other departments
and outside organizations and shifted priorities for some actions to later years.
April 17, 2023 Item #2 Page 1 of 16
To achieve the actions listed below, staff is seeking a budget recommendation of $185,000 (a
reduction of 43% from the initial recommendation), which will allow for the execution of 77% of the
proposed strategic actions for FY23-24.
Goal 1: Support Small Business, Startups & Entrepreneurs
Strategy# Action Priority Cost
1.1.1. Celebrate staffs role in economic development and High No FY 2023-24 request
continue to educate on how the.ir work can lead to
success and economic health in the City.
1.1.2. Continually review the planning application and High No FY 2023-24 request
permitting procedures to identify process
improvements.
1.2.1. Continue the implementation of the Customer Self High No FY 2023-24 request
Service program within the permitting application
system, Energov, to increase the number of
applications available online.
1.2.3. Increase ability for customers to track the status of High No FY 2023-24 request
their projects online.
1.2.4. Promote the pre-application program to help High No FY 2023-24 request
identify major issues early in the entitlement
process.
1.2.5. Enhance the Welcome to Carlsbad Program for new Medium No FY 2023-24 request
businesses by providing information and resources
on the pre-application program, permitting process,
and business resources.
1.2.10 Utilizing Energov, track turnaround times for Medium No FY 2023-24 request
planning applications and permits to identify areas
to increase efficiency.
1.3.1. Create Small Business and Entrepreneur Symposium Medium FY 2023-24 combined
on basic and critical issues for small business request of $25,000 for
owners. Topics could include marketing, social Strategic Actions 1.3.1
media, finance, human resources, access to capital, and 2.1.3
technology, and more.
1.3.2. Partner with business organizations to develop a Low No FY 2023-24 request
shop local initiative to encourage patronage at
Carlsbad businesses.
1.4.1. Evaluate signage requirements for businesses. Low No FY 2023-24 request
April 17, 2023 Item #2 Page 2 of 16
Goal 2: Develop and Attract Workers & Talent
Strategy# Action Priority Cost
2.1.1. Enhance Life In Action tools to assist in talent High FY 2023-24 request of
attraction for Carlsbad businesses in key industries -$50,000.
transitioning Life in Action Recruiter tool from a
pilot to an ongoing resource for Carlsbad
businesses. Pilot connected 40 companies with 400
employees. Funding proposal would go from P!lot to
long-term and 2x participation.
2.2.2. Promote the City's existing digital tools to connect High No FY 2023-24 request
residents, businesses, and tourists to resources the
City offers.
2.1.3. Enhance and promote educational workshops Medium FY 2023-24 combined
provided by the Library, Parks and Recreation and request of $25,000 for
other resources that provide skill development to Strategic Actions 1.3.1
Carlsbad's workforce. and 2.1.3
2.2.1. Conduct initial study for outdoor Wi-Fi at City Medium No FY 2023-24 request
facilities and other critical areas for the public.
Goal 3: Grow and Support Key Industries
Strategy# Action Priority Cost
3.1.1. Evaluate micro-mobility options in the Village and High No FY 2023-24 request
coastline to make Carlsbad more connected and
accessible.
3.4.1. Continue to support Carlsbad business High No FY 2023-24 request
organizations that maintain the tourism economy in
Carlsbad.
3.2.1. Use business data and recent business survey to Medium FY 2023-24 request of
assess and engage with industry clusters to develop $75,000
support for their expansion, attraction, and
retention. (Biennial Business Survey) Survey last
conducted Fall 2021.
3.2 .2. Utilize partnership with Innovate 78 to connect Medium No FY 2023-24 request
Carlsbad businesses with regional resources.
3.3.1. Promote the City's business locator website to Medium No FY 2023-24 request
businesses looking to move to Carlsbad, developers,
brokers, and investors.
3.3.2. Host industry advisory groups with leaders in key Medium No FY 2023-24 request
business clusters, with a specific emphasis on the
innovation economy.
April 17, 2023 Item #2 Page 3 of 16
Goal 4: Connection, Engagement & Placemaking
Strategy# Action Priority Cost
4.2.1. Partner with local business organizations to High FY 2023-24 request of
implement placemaking strategies such as holiday $35,000 ($70,000 is total
lighting and a banner program to enhance the sense program cost)
of place and community.
4.1.2. Incorporate business and economic deveiopment High No FY 2023-24 request
activities into the weekly City Manager newsletter,
City calendar, and social media to foster a sense of
pride in local businesses.
4.2.3. Utilize the City's social media platforms to showcase High No FY 2023-24 request
Carlsbad's sense of place and community.
4.1.6. Develop a business spotlight program to highlight Medium No FY 2023-24 request
local businesses.
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 72 hours before the scheduled meeting date.
Exhibits
1. Economic Development Strategic Actions
April 17, 2023 Item #2 Page 4 of 16
ECONOMIC DEVELOPMENT
STRATEGIC ACTIONS
Exhibit 1
2023
DRAFT (city of
Carlsbad
April 17, 2023 Item #2 Page 5 of 16
-
The Economic Development Strategic Plan is a roadmap that will guide the City's economic development activities
for the next five years. The Strategy comes at a critical time for the City and the community. Given the pandemic,
subsequent recovery, market pressures, and international conflict, It is more Important than ever to Identify Carlsbad's
economic development strategies and to prepare for future challenges. The Strategic Plan provides flexible and
agile guidance for Carlsbad to address City Council's goal of economic vitality: fostering a vibrant community.
This Economic Development Strategic Actions document accompanies the Strategic Plan as a guide for
the tactical actions that will build toward achieving the overarching goals and objectives in the Strategic
Plan. The Strategic Actions will allow the City to re-prioritize or rea lign strategies as economic conditions
change or if priorities shift throughout the tenure of t he Strategic Plan.
While the Innovation and Economic Development Department (l&ED) is the lead on these efforts, economic
development is collaborative, and is not limited to one department, group, or organization. The Strategic
Actions document thoughtfully involve multiple City departments, local and regional partners, workforce
and talent, residents, and the broad and diverse businesses that support the community.
As such, the Strategic Actions are intended to assist the City in aligning its program priorities to match the
market opportunities identified in the Strategic Plan. While the Strategic Actions document assigns time
frames to each tactic, it does not make staffing recommendations regarding the implementation of these
programs. l&ED is a small, but mighty department, however, with its limited economic development staff,
it may not be possible to implement all of the proposed actions without additional staff and resources.
The Strategic Actions document assumes that new activities and programs would be phased in over
several years and acknowledges that many of the proposed tactics involve activities that the City is already
undertaking. It also provides an estimate of cost. This cost estimate is provided for the upcoming Fiscal
Year, and projected forward for future years. The estimate provided for future years will be updated on an
annual basis to ensure accuracy as the specific implementation time frame approaches.
The City of Carlsbad believes in transparency and accountability, and as such, staff will regularly update
the Economic Development Subcommittee on the progress made on the goals and objectives in the
Strategic Plan and Strategic Actions document.
I 2 1 c1-APcil tARfQJ.Jo ECONOMIC DEVELOPM ENT STRATEGIC ACTIONS Item #2 Page 6 of 16
DRAFT
City of Carlsbad Economic Development
Strategic Plan Goals
GOAL 1: Support Small Businesses,
Startups & Entrepreneurs
Support Small Businesses, Startups &
Entrepreneurs in partnership with local and
regional collaborators, supporting the long-term
viability of entrepreneurs and small businesses in
Carlsbad.
GOAL 2: Develop Workforce
and Attract Talent
Develop and attract workers and talent by
providing skills, resources, and support for
current and future jobs.
GOAL 3: Grow and Support
Key Industries
Grow and support key industries by providing
and creating resources for these industries to
thrive in Carlsbad's economy.
GOAL 4: Encourage Placemaking
and Engagement
Encourage a sense of connection in our
community by building upon our successes and
promoting access to economic development
resources and opportunities.
FY23-24 Budget Considerations
Many of the proposed activities for FY23-24 are already funded in the base budget. However, to
implement new or expanded programming, it is estimated that an additional $325,000 would be needed.
It should also be noted that while some proposed actions are already funded in the base budget, additional
activities or expansion of programming may necessitate a future funding allocation.
Estimated budgeted needed to implement indicated actions by goal area for FY23-24:
• Support Small Businesses, Startups & Entrepreneurs -$115,000
• Develop Workforce and Attract Talent -$65,000
• Grow and Support Key Industries -$80,000
• Encourage Placemaking and Engagement -$65,000
Goal 1: Support Small Businesses, Startups & Entrepreneurs in partnership with local and regional
collaborators, supporting the long-term viability of entrepreneurs and small businesses in Carlsbad.
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year
Objective 1. 1: Strategic Action 1.1.1: Celebrate staff's role High FY23-24 Funded in l&ED Everyone is Percentage
Educate the public in economic development of Carlsbad and base budget Economic increase in
on the permitting continue to educate on how their work can Development customers rating
and entitlement lead to success and economic health in workshops service as good
process and the City. or excellent
provide City
staff with the Strategic Action 1.1.2: Continually High FY23-24 Funded in CD Audit of Percentage
knowledge and review the planning application and base budget. l&ED procedures increase in
resources they permitting procedures to identify process Additional customers rating
need to provide improvements. activity may service as good
such information require funding or excellent
Objective 1.2: Strategic Action 1.2.1: Creation of a Medium FY24-25 $100,000 CD Consolidate Percentage of
Provide a positive one stop shop permit center that allows l&ED digital participants that
customer service customers to access resources related to IT resources; rate programs as
experience during the permit1ing process in one location. Conduct good or excellent
the permitting assessment of
process. physical space
Strategic Action 1.2.2: Continue the High FY23-24 Funded in CD Number of Percentage
implementation of the Customer Self base budget. IT online permits increase
Service prog ram within the permitting Additional available in online
application system, Energov, to increase activity may applications
the number of applications available online. require funding
Strategic Action 1.2.3: Increase ability High FY23-24 Funded in CD Number of Percentage
for customers to track the status of their base budget IT online permits increase
projects online. available in online
applications
Strategic Action 1.2.4: Promote the High FY23-24 Funded in CD Pre-app Percentage
pre-application program to help identify base budget l&ED information on increase in pre-
major issues early in the entitlement website and application
process. bulletin
Strategic Action 1.2.5: Enhance the Medium FY23-24 Funded in l&ED Create bulletins Percentage
Welcome to Carlsbad Program for new base budget with resource increase in
businesses by P,roviding information information customers rating
and resources on the pre-application service as good
program, permitting process, and business or excellent
resources.
Strategic Action 1.2.6: Create an option Medium Complete Funded in CD Creation Number of
for applicants to request project resolution base budget of project applicants that
issue meetings to resolve high priority, resolution team rate service as
time-sensitive issues with senior level good or excellent
Development Services staff.
Strategic Action 1.2. 7: Evaluate a potential Medium FY24-25 $100,000 CD Create priority Percent
economic development priority project l&ED project criteria; decrease in
designation for planning and permitting Identify options permitting review
review that could included expedited to expedite process for
review, enhanced communication and/or priority projects
other allowances.
14 1 c1-AP6~ tARf~&Jo ECONOMIC DEVELOPMENT STRATEGIC ACTIONS Item #2 Page 8 of 16
DRAFT
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year
Objective 1.2: Strategic Action 1.2.8: Create a program Low FY23-24 $5,000 l&ED Industry Percentage
Continued to give planning and building staff better workshops increase in
insight into operations in key industries, customers rating
thereby giving a better understanding of service as good
development need. or excellent
Strategic Action 1.2.9: Evaluate potential Medium FY25-26 Funded CD Identify Percentage
solutions to give a clearer understanding of in SDTIP and create increase in
zoning prior to submittal. (OpenCounter) educational customers rating
resources service as good
or excellent
Strategic Action 1.2.10: Utilizing Energov, Medium FY23-24 Funded CD Establish Percentage
track turnaround times for planning in base l&ED current decrease in turn
applications and permits to identify areas to budget turnaround around times
increase efficiency. times; Identify
targets
Objective 1.3: Strategic Action 1.3.1: Create Small Medium FY23-24 $25,000 l&ED Partner with Percentage of
Empower small Business and Entrepreneur Symposium on Comms business participants that
businesses and basic and critical issues for small business organizations rate event as
entrepreneurs owners. Topics could include marketing, to create good or great
with resources social media, finance, human resources, Symposium
they need to be access to capital, technology, and more.
successful in
Carlsbad Strategic Action 1.3.2: Partner with Low FY23-24 Funded l&ED Create shop Number of
business organizations to develop a shop by ERRI local program participants
local initiative to encourage patronage at
Carlsbad businesses.
Strategic Action 1.3.3: Expand partnerships Medium FY23-24 $50,000 l&ED Partner with Percentage
with entrepreneur support organizations entrepreneur increase in
and regional business partners to connect support entrepreneur
entrepreneurs with resources, networks, organizations funding and
and capital. for services growth
Strategic Action 1.3.4: In partnership with Medium FY25-26 $10,000 l&ED Hold Open Percentage of
the local business organizations, hold House event participants that
a Carlsbad Employer Open House to rate event as
showcase local businesses and connect good or great
them with potential employees.
Strategic Action 1.3.5: Develop a Small Medium FY25-26 $100,000 l&ED Identify/ add Percentage of
Business Liaison Program that includes staff person small businesses
a dedicated liaison to resolve issues with to manage rating program
the small business and entrepreneur program as good or
community. excellent
April 17, 2023 CITY OF CARLSBAD ECONOMIC DEV~t~fn srn!l.,ii§1~ ~ttt8Ns I 5 I
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year
Objective 1 4: Strategic Action 1.4.1: Through a data Low FY26-27 Funded CD Identify Percentage
Embrace the driven approach, consider additional in base outdated increase in
changing nature of flexibility in the development code to allow budget planning customers rating
work and what that for more agility as business trends change. practices and service as good
may look like for codes or excellent
Carlsbad businesses
Strategic Action 1.4.2: Evaluate sign age Low FY23-24 Funded !&ED Identify Percentage
requirements for businesses. in base CD potential decrease in
budget COM outdated number of
signage complaints
practices and
codes
Objective 1.5: Strategic Action 1.5.1: Partner with the Medium FY23-24 $10,000 !&ED Create Percentage
Increase engagement Employer Assistance and Resource partnership increase in
and support for Network on Disability Inclusion (EARN) number of
women, minority, to create resources for disabled-owned disabled-owned
veteran , disabled-businesses. businesses
owned businesses assisted
Strategic Action 1.5.2: In conjunction with Medium FY24-25 $25,000 !&ED Creation of Percentage
regional partners such as SBA, SCORE, additional increase in
and SBDC, offer trainings specifically trainings attendance;
geared towards supporting women, percentage of
minority, veteran, and disabled-owned participants that
businesses. rate programs as
good or excellent
Strategic Action 1.5.3: Celebrate women, High FY23-24 $25,000 l&ED Creation Percentage
minority, veteran, and disabled-owned COM of events increase in
businesses by acknowledging and creating promoting number of
events around: Women's Small Business inclusivity minority owned
Month, Veterans Small Business Week, businesses
Small Business Week, Black Business celebrated
Month, Hispanic Heritage Month, etc. publicly
I 6 I c1 -APM tARtQ~JD ECONOMIC DEVELOPMENT STRATEGIC ACTIONS Item #2 Page 10 of 16
DRAFT
Goal 2: Develop and attract workers and talent by providing skills, resources, and support for current and future
jobs.
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year
Objective 2.1: Strategic Action 2.1.1: Enhance Life In High FY23-24 $50,000 l&ED Identify Percentage
Enhance workforce Action tools to assist in talent attraction additional increase in
training and talent for Carlsbad businesses in key industries companies participation of
attraction resources -transitioning Life in Action Recruiter tool from key key sectors
to support Carlsbad's from a pilot to an ongoing resource for sectors to
key industries Carlsbad businesses incorporate
by partnering
with K-12 school Strategic Action 2.1.2: Collaborate with Medium FY24-25 Funded l&ED Number of Percentage
districts, regional regional partners such as SOCAL, Mira in base regional increase in higher educational Costa College, TCI, and local businesses budget partners; local students institutions, and for workforce training for middle school, Number of employed in
regional cities high school, post-secondary students, and students local jobs to support talent transitioning adults.
development and
linkages with key Strategic Action 2.1.3: Enhance and Medium FY23-24 $10,000 l&ED Number of Percentage industries promote educational workshops provided LIB educational increase in
by the Library, Parks and Recreation P&R workshops number of
and other resou rces that provide skill participants in
development to Carlsbad's workforce. City programs
Strategic Action 2.1.4: Partner with K-12, High FY25-26 Funded l&ED Number of Percentage
school districts, and higher education in base K-12 schools increase in
institutions to enhance their existing budget partnered with local students
programs that provide technical and soft employed in
skills to entry level employees. local jobs
Strategic Action 2.1.5: Facilitate High FY25-26 Funded l&ED Number of Percentage
partnerships between Carlsbad's in base partnerships increase in
businesses and education partners budget local students
to identify skills necessary to obtain employed in
employment in high wage industries. local jobs
Objective 2.2: Create Strategic Action 2.2.1: Conduct initial study Medium FY23-24 Funded IT Initial study Percentage
a more connected for outdoor Wi-Fi at City facilities and other in base completed increase of
City and capitalize on critical areas for the public. budget available outdoor
existing digital tools to wi-fi locations
promote digital equity
Strategic Action 2.2.2: Promote the City's High FY23-24 $5,000 l&ED Number of Percentage
existing digital tools to connect residents, COM promotions increase of
businesses, and tourists to resources the residents and
City offers. businesses with
access to high
speed internet
April 17, 2023 CITY OF CARLSBAD ECONOMIC od~SP~NT sT~5!.iJ~cl~ Rltt8Ns · 1 7 1
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year
Objective 2.3: Through Strategic Action 2.3.1 Evaluate Medium FY24-25 $100,000 H&HS Number of Percentage
the implementation of partnership with local businesses l&ED businesses increase
the Housing Element to enhance the current Down participating; in down
programs, address Payment Assistance Program. Number of payment
housing issues while residents assistance
promoting economic participating in provided
vitality by providing the Down Payment
workforce additional Assistance
housing opportunities to Program
be able to both live and
work in Carlsbad
Objective 2.4: Through Strategic Action 2.4.1: Evaluate Complete FY23-24 Implementation l&ED Conduct Percentage
the implementation of micri>mobility options to make ranges from TRANS. feasibility increase in
the Sustainable Mobility Carlsbad more connected and $1,000,000 to studies of public transit
Plan programs, mindfully accessible. $3,000,000 per micri>mobility riders
create opportunities to year options
promote economic vitality
by providing the Carlsbad
workforce additional
mobility options
Is I c1#6~ H.Rt~~.Jo ECONOMIC DEVELOPMENT STRATEGIC ACTIONS Item #2 Page 12 of 16
DRAFT
Goal 3: Grow and support key industries by providing and creating resources for these industries to thrive in
Carlsbad's economy.
Objective Strategic Action Priority Start Cost Lead Deliverable KPI Year
Objective 3.1 : Strategic Action 3.1. 1: Evaluate micro-High FY23-24 See Obj. l&ED Identify and Percentage
Evaluate opportunities mobility options in the Village and coastline 2.4.1 TRANS. evaluate micro-increase in
to improve mobility for to make Carlsbad more connected and mobility options number of
visitors, residents, and accessible. people utilizing
the workforce. public transit
Strategic Action 3.1.2: Use data to identify High FY25-26 See l&ED Identify and Percentage
specific mobility issues and select projects TRANS evaluate micro-increase in
from the City's Sustainable Mobility Plan mobility options number of
that will result in a higher quality of life for people utilizing
Carlsbad residents. public transit
Objective 3.2: Strategic Action 3.2.1: Use business data Medium FY23-24 $75,000 l&ED Continue Number of
Connect businesses and recent business survey to assess and to survey businesses that
in key sectors with engage with industry clusters to develop businesses have expanded
data and resources support for their expansion, attraction, and bi-annually or relocated
they need to thrive in retention .
Carlsbad.
Strategic Action 3.2.2: Utilize partnership Medium FY23-24 Funded l&ED Continue Number of
with Innovate 78 to connect Carlsbad in base Innovate 78 businesses
businesses with regional resources. budget Partnership connected
to regional
resources
Objective 3.3: Assist Strategic Action 3.3.1: Promote the City's Medium FY23-24 Funded l&ED Creation of Percentage
businesses in growing business locator website to businesses in base promotional increase in
industries or sectors, looking to move to Carlsbad, developers, budget materials number of
such as health care, brokers, and investors. businesses
life sciences, and the utilizing locator.
innovation economy,
which are looking to Strategic Action 3.3.2: Host industry Medium FY23-24 $5,000 l&ED Host events Percentage relocate or expand in advisory groups with leaders in key of participants
Carlsbad. business clusters, with a specific emphasis rating program
on the innovation economy. as good or
excellent.
Strategic Action 3.3.3: Host commercial Medium FY24-25 $5,000 l&ED Host events Percentage
real estate forums to create connections of participants
with resources. rating program
as good or
excellent.
Objective 3.4: Strategic Action 3.4.1: Continue to support High FY23-24 Funded l&ED Continue Percentage
Support the needs of Carlsbad business organizations that in base regular increase in
our residents while maintain the tourism economy in Carlsbad. budget meetings tourism revenue
balancing the needs with business
of our businesses in organizations
tourism, hospitality,
and entertainment. Strategic Action 3.4.2: Partner with High FY25-26 Funded l&ED Develop Number of
local universities and colleges to create in base partnerships connections
workforce development opportunities in . budget that result in
the hospitality, tourism, and entertainment employment
sectors.
April 17, 2023 CITY OF CARLSBAD ECONOMIC DEJ~ffi:i~NT ST~~ij~o\e Rt118NS I 9 I
Goal 4: Encourage a sense of connection in our community by building upon our successes and promoting ac-
cess to economic development resources and opportunities.
I
Objective Strategic Action Priority Start Year Cost Lead Deliverable KPI
Objective 4.1: Build Strategic Action 4.1.1: Develop a Medium FY24-25 Funded l&ED Develop Comm Percentage
upon the successes communications plan specific towards in base COM Plan increase in
of the communication economic development efforts and budget businesses
efforts in the City celebrating the business community with reached
to promote the consistent and cohesive messaging.
City's economic
development Strategic Action 4.1.2: Incorporate business High FY23-24 Funded l&ED Incorporate Percentage
programs. and economic development activities into in base COM business increase in
the weekly City Manager newsletter, City budget activities into businesses
calendar, and social media to foster a newsletter reached
sense of pride in local businesses.
Strategic Action 4.1.3: Consider developing Low Complete Funded l&ED Creation of ED Percentage
a separate economic development in base COM newsletter increase in
newsletter focused on business and budget businesses
workforce development resources. reached
StrategicAction: 4.1.4: Update Economic High FY24-25 $1 5,000 l&ED Update Percentage
Development website and Doing Business websites increase in
in Carlsbad website to include links to businesses
programs and regional partners and reached
resources.
Strategic Action 4.1.5: Expand the opt-in Low FY26-27 Funded IT Evaluate Percentage
text messaging system related to economic in base feasibility of increase in
development and other City activities. budget expanding participants
system
Strategic Action 4.1.6: Develop a business Medium FY23-24 Funded l&ED Develop Number of
spotlight program to highlight local in base spotlight businesses
businesses. budget program highlighted
Strategic Action 4.1.7: Develop and High Complete Funded CD Develop Percentage
promote bulletins and flow charts for in base bulletins and increase in
common permitting application types. budget flowcharts rating permitting
experience ad
good or excellent
Strategic Action 4.1.8: Develop and High FY24-25 $5,000 COM Creation of Decrease in
promote 'how to" videos for select CD videos number of
permitting processes. complaints
Strategic Action 4.1.9: Create a digital Medium FY24-25 Funded l&ED Creation of Percentage
library of free business resources. in base COM digital library increase in
budget number of
users accessing
information
Strategic Action 4.1.10: Create a How to do High Complete Funded l&ED Creation of Percentage
Business Guide to assist small businesses in base Guide increase in
and entrepreneurs in opening a business in budget rating permitting
Carlsbad. experience ad
good or excellent
I 10 I ~(-}~r~~Ai?t_~D ECONOMIC DEVELOPMENT STRATEGJC ACTIONS Item #2 Page 14 of 16
DRAFT
Objective Strategic Action Priority Year Cost Lead Deliverable KPI
(
Objeciive 4.2: Strategic Action 4.2. 1: Partner with local Medium FY26-27 Funded COM Increase Percentage
Enhance placemaking businesses to participate in and promote in base awareness of businesses
opportunities to the City's volunteer program to activate budget of volunteer participating
strengthen the public spaces and foster a sense of program
connection between connection.
people and the places
they share. Strategic Action 4.2.2: Provide a digital Low FY26-27 $5,000 COM Creation of Percentage
platform for local businesses to promote platform of businesses
their volunteer opportunities, such as beach participating
cleanups.
Strategic Action 4.2.3: Utilize the City's High FY23-24 Funded COM Increase Percentage
social media platforms to showcase in base engagement increase in
Carlsbad's sense of place and community. budget on social media the number of
platforms Carlsbad tags in
social media
Strategic Action 4.2.4: Consider expanding Medium FY24-25 Funded COM Evaluate Percentage
the City's social media footprint into in base additional increase in
additional platforms to target different budget social media social media
segments of the Carlsbad population. platforms engagement
Objective 4.3: Strategic Action 4.3.1: Continue to Medium FY25-26 $$ LIB Evaluate Percentage
Leverage city-owned celebrate local artists by enhancing the options to increase of
assets and right of City's Public Art Collection. enhance number of artists
way to create a sense program celebrated
of place
Strategic Action 4.3.2: Expand the City's Medium FY25-26 $50,000 PW Evaluate Percentage
parklet program to create additional options increase in
green space and community gathering to create square footage
opportunities. additional of parklet space
green space
Strategic Action 4.3.3: Partner with local High FY23-24 $65,000 l&ED Determine Percentage
business organizations to implement locations and increase in
placemaking strategies such as holiday options number of
lighting and a banner program to enhance visitors to
the sense of place and community. identified areas
April 17, 2023 CITY OF CARLSBAD ECONOMIC DEvM..W~T snftWt%i!:SA~~~s I 11 I
112 I c ~~rc!JA?A~%1o ECONOMIC DEVELOPMENT STRATEGIC ACTIONS
(city of
Carlsbad
Item #2 Page 16 of 16
ECONOMIC RECOVERY & REVITALIZATION
INITIATIVE AND ECONOMIC DEVELOPMENT
STRATEGIC PLAN UPDATE
Recommendation: Receive the informational report and provide a
recommendation to approve funding in the amount of $185,000, for
proposed Strategic Actions as part of the fiscal year 2023-2024 Budget.
It
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2
{city of
Carlsbad
Economic Development
Strategic Plan
•Supports Strategic Plan Goal -Economic Vitality
•Four Key Goals:
o Support Small Businesses, Startups &
Entrepreneurs
o Develop Workforce and Attract Talent
o Grow and Support Key Industries
o Encourage Placemaking and Engagement
C CityOf
Carlsbad
{city of
Carlsbad
Economic Development
Strategic Actions
•Proposed tactics that can be deployed to
achieve EDSP goals
•Flexible to current and future market
conditions
•Updated on an annual basis
•Annual review of the plan and funding
recommendation for the annual budget
C Cityof
Carlsbad
{city of
Carlsbad
ECONOMIC DEVELOPMENT STRATEGIC PLAN
•Jan. 10, 2023 –Approved by City Council
•Feb. 13, 2023 –Economic Development
Subcommittee considered funding strategic
actions implementation
o $325,000 in FY 2023-24 for 21 actions
o Staff refined recommendations based on
Subcommittee Discussion
INNOVATION & ECONOMIC DEVELOPMENT
{city of
Carlsbad
Strategy #Action Priority Cost
1.1.1.Celebrate staff’s role in economic development and
continue to educate on how their work can lead to
success and economic health in the City.
High No FY 2023-24 request
1.1.2.Continually review the planning application and
permitting procedures to identify process improvements.
High No FY 2023-24 request
1.2.1.Continue the implementation of the Customer Self
Service program within the permitting application
system, Energov, to increase the number of applications
available online.
High No FY 2023-24 request
1.2.3.Increase ability for customers to track the status of their
projects online.
High No FY 2023-24 request
1.2.4.Promote the pre-application program to help identify
major issues early in the entitlement process.
High No FY 2023-24 request
GOAL 1: SUPPORT SMALL BUSINESS, STARTUPS & ENTREPRENEURS
INNOVATION & ECONOMIC DEVELOPMENT
{city of
Carlsbad
INNOVATION & ECONOMIC DEVELOPMENT
Strategy #Action Priority Cost
1.2.5.Enhance the Welcome to Carlsbad Program for new
businesses by providing information and resources on
the pre-application program, permitting process, and
business resources.
Medium No FY 2023-24 request
1.2.10 Utilizing Energov, track turnaround times for planning
applications and permits to identify areas to increase
efficiency.
Medium No FY 2023-24 request
1.3.1.Create Small Business and Entrepreneur Symposium on
basic and critical issues for small business owners. Topics
could include marketing, social media, finance, human
resources, access to capital, technology, and more.
Medium FY 2023-24 combined request of
$25,000 for Strategic Actions 1.3.1
and 2.1.3
1.3.2.Partner with business organizations to develop a shop
local initiative to encourage patronage at Carlsbad
businesses.
Low No FY 2023-24 request
1.4.1.Evaluate signage requirements for businesses.Low No FY 2023-24 request
GOAL 1: SUPPORT SMALL BUSINESS, STARTUPS & ENTREPRENEURS
~~~ ·~~~
i,
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' /I
{city of
arlsbad C
INNOVATION & ECONOMIC DEVELOPMENT
GOAL 2: DEVELOP AND ATTRACT WORKERS AND TALENT
Strategy #Action Priority Cost
2.1.1.Enhance Life In Action tools to assist in talent attraction
for Carlsbad businesses in key industries -transitioning
Life in Action Recruiter tool from a pilot to an ongoing
resource for Carlsbad businesses. Pilot connected 40
companies with 400 employees. Funding proposal
would go from pilot to long-term and 2x participation.
High FY 2023-24 request of $50,000.
2.2.2.Promote the City’s existing digital tools to connect
residents, businesses, and tourists to resources the City
offers.
High No FY 2023-24 request
2.1.3.Enhance and promote educational workshops provided
by the Library, Parks and Recreation and other resources
that provide skill development to Carlsbad’s workforce.
Medium FY 2023-24 combined request of
$25,000 for Strategic Actions 1.3.1
and 2.1.3
2.2.1.Conduct initial study for outdoor Wi-Fi at City facilities
and other critical areas for the public.
Medium No FY 2023-24 request
{city of
Carlsbad
INNOVATION & ECONOMIC DEVELOPMENT
GOAL 3: GROW AND SUPPORT KEY INDUSTRIES
Strategy #Action Priority Cost
3.1.1.Evaluate micro-mobility options in the Village and
coastline to make Carlsbad more connected and
accessible.
High No FY 2023-24 request
3.4.1.Continue to support Carlsbad business organizations
that maintain the tourism economy in Carlsbad.
High No FY 2023-24 request
3.2.1.Use business data and recent business survey to assess
and engage with industry clusters to develop support
for their expansion, attraction, and retention.(Biennial
Business Survey) Survey last conducted Fall 2021.
Medium FY 2023-24 request of $75,000
3.2.2.Utilize partnership with Innovate 78 to connect Carlsbad
businesses with regional resources.
Medium No FY 2023-24 request
3.3.1.Promote the City’s business locator website to
businesses looking to move to Carlsbad, developers,
brokers, and investors.
Medium No FY 2023-24 request
3.3.2.Host industry advisory groups with leaders in key
business clusters, with a specific emphasis on the
innovation economy.
Medium No FY 2023-24 request
/
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{city of
arlsbad C
INNOVATION & ECONOMIC DEVELOPMENT
GOAL 4: CONNECTION, ENGAGEMENT & PLACEMAKING
Strategy #Action Priority Cost
4.2.1.Partner with local business organizations to implement
placemaking strategies such as holiday lighting and a
banner program to enhance the sense of place and
community.
High FY 2023-24 request of $35,000
($70,000 is total program cost)
4.1.2.Incorporate business and economic development
activities into the weekly City Manager newsletter, City
calendar, and social media to foster a sense of pride in
local businesses.
High No FY 2023-24 request
4.2.3.Utilize the City’s social media platforms to showcase
Carlsbad’s sense of place and community.
High No FY 2023-24 request
4.1.6.Develop a business spotlight program to highlight local
businesses.
Medium No FY 2023-24 request
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{city of
Carlsbad
ECONOMIC DEVELOPMENT STRATEGIC PLAN
•Economic Development Subcommittee FY
2023-24 consideration
o Staff innovated to reduce cost by 43%
o Current recommendation is $185,000 in FY 2023-
24
$75,000 is one-time for business survey
o 77% of the strategic actions in the plan
implemented in Year 1
o FY 2024-25 discussion will occur prior to the
annual budget process
INNOVATION & ECONOMIC DEVELOPMENT
{city of
Carlsbad
SUMMARY & NEXT STEPS
Transitioning into revitalization
Significant implementation of plan
Investment supports city revenue
Staff will include Subcommittee
recommendations in FY23-24 budget
process
INNOVATION & ECONOMIC DEVELOPMENT
{city of
Carlsbad