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CC Resolution 8783 RESOLUTION NO. 8783 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CAMPBELL ADOPTING AN ECONOMIC DEVELOPMENT PLAN WHEREAS, a healthy local economy is an essential component to maintammg a balanced community providing goods, services, employment and housing opportunities that contribute to the quality of life in our community; and WHEREAS, local government has a responsibility to the health, safety and welfare of the business community as well as its residents; and WHEREAS, the City Council finds that the Economic Development Plan, including any changes, modifications or amendments incorporated by the Council is consistent with the overall goals and objectives of the General Plan. NOW, THEREFORE, BE IT RESOLVED that the City of Campbell City Council finds that the Economic Development Plan is Categorically Exempt pursuant to Section 15061(b)(3) of the Guidelines for the California Environmental Quality Act (CEQA) in that the programs and activities established under the Plan have no possibility of creating a significant effect on the environment; and BE IT FURTHER RESOLVED that the City of Campbell City Council approve and adopt the Economic Development Plan (Exhibit A). PASSED AND ADOPTED this 21st day of February roll call vote: , 1995 by the following AYES: Councilmembers Watson, Dougherty, Conant, Wilkinson, Burr NOES: Councilmembers None ABSTAIN: Councilmembers None ABSENT: Councilmembers None APPROVP~ ~ Donald Burr, ayor ATTEST: ~ ~ Anne Bybee, City Clerk EXHIBIT A City of Campbell EconoDlic Development Plan Prepared by: The Campbell Redevelopment Agency AJ)Q~D: February 21 1995 TABLE OF CONTENTS lm Introduction 1 Mission Statement 1 Objectives 2 Programs and Strategies 2 I. Business Retention and Expansion 2 II. Business Attraction and Formation S ID. Redevelopment S IV. General 6 v. Program Monitoring 6 Appendix A - Economic, Development Plan Implementation Schedule INTRODUCTION The City of Campbell bas a history of providing high level municipal services, commercial goods and services, employment and housing opportunities that have resulted in a sense of community and quality of life. During the last five years Campbell, like the rest of Silicon Valley, bas felt the sting of a lingering recession, State budget problems, deteriorating infrastructure, and the overall changes in economic conditions. Economic development is the process of creating and maintaini1lg prosperity through a healthy local economy and strong tax base to help ensure goods and services remain at a high level. A stable economy does not come automatically and it cannot be just a private sector concern. This plan is the instrument for developing a partnership between local government and private business in an effort to support and enhance economic resources. Economic Development is not new to Campbell. Through Redevelopment, Campbell bas been actively involved in economic development as demonstrated by such projects as the Downtown Development Plan that was the catalyst for completion of a $3 million downtown public improvement and beautification project. Other projects include the apartment development at 500 Railway Avenue, Home Depot and Fry's Electronics, and the pending development of the Winchester Drive-In site. This Economic Development Plan identifies strategies and programs city-wide that will complement and work in concert with the goals of the General Plan, Redevelopment Implementation Plan and the Downtown Development Plan. MISSION STATEMENT Economic health is an essential component to maintaining a balanced community providing goods, services, employment and housing opportunities that create and help sustain a sense of community and quality of life. Public and private interests must be mutual in that our success as a partnership is a direct reflection of our success as a community. The cornerstone of this partnership is that of a cooperative and responsive government helping business prosper and fostering strong working relationships with the business community. City of CampbeU Redevelopment Agency Economic Development Plan 1 OBJECTIVES Economic development strategies can be tailored to address specific community needs and desires. Some cities focus on increasing employment, others concentrate on attracting the high tech industry or stimulating downtown revitalization. Each city presents different opportunities and challenges. An effective program maximizes its resources and capitalizes on its opportunities to meet its objectives. First, this Economic Development Plan IS m itself an objective of the Redevelopment Implementation Plan adopted by the Agency Board on November IS, 1994. Part I, Section n of the Implementation Plan calls for the development of an Economic Development Strategy that addresses business retention and attraction. Secondly, the programs and strategies proposed in this plan are intended to further the overall goals stated in the Central Cambell Redevelopment Plan including but not limited to job retention, elimination of economic and visual blight by encouraging the rehabilitation of existing structures and, to assist in creating an environment which is conducive to healthy economic activity. More specific objectives are: o To develop a sense of public/private partnership through the development of business relationships and improved customer service to the business community; o To foster business retention and expansion by monitoring the needs of the business community and then being responsive to those needs; o To assist in the revitalization of Downtown, including business attraction and facilitating private investment; o To identify and track economic trends relevant to Campbell and to be prepared to maximize the opportunities such trends present; o To help enhance and promote a strong local economy that in turn helps maintain municipal services and the community's quality of life; City of Campbell Redevelopment Alency Economic Development Plan 2 PROGRAMS AND STRATEGIES I. Business Retention and ~ncino The retention and expansion of existing business is essential to maintaining a stable sales tax base and high employment. It also assists in attracting new business. The retention and expansion programs are directed toward developing business relationships, gathering and exchanging information, and determining the Deeds of business so that local government can be responsive by providing better customer service. A. Developine and Maint.sainine Business Relationships 1. Meet With Businesses The foundation of any business retention program must begin with a cooperative association with business. Agency staff will meet with the business mangers, CEOs and store owners of the business community to establish and maintain communication lines to: a. Foster a productive and trusting relationship between City Hall and private business; b. Develop an understanding of the business community and how local government can better respond to its needs; c. Develop a sense of community; and d. Express appreciation for the role and contribution business brings to the Campbell community. 2. Busin~ Survey: Conduct periodic business surveys to gather information and determine how local government can better serve the business community with respect to: a. Furthering local government's understanding of the business community (i.e. What are the major challenges to business? What businesses are growing/ struggling? What are the market ttends?) The more we understand our customers the better we can serve them; b. Providing a vehicle for business to express their concerns/issues to local government; c. Being prepared to respond and act upon the information gathered from the surveys. City of Campbell Redevelopment Agency Economic: Development Plan 3 3. Business Information Dissemination Explore avenues to disseminate and communicate economic development information to the business community (i.e. business assistance programs, business financing tools, city programs). B. Business Recopition and Aj)preclation While the most effective way to demonstrate recognition and support for the business community is cooperatively working together, at times an outward and personal gesture of local government's appreciation is warranted. The Agency will: 1. Establish a Business Appreciation Day ( Council Proclamation) as a means of recognizing business and its contribution to Campbell's quality of life; 2. Sponsor a Business Appreciation Lunch once a year for key business leaders. 3. Send Letters of Recognition to business leaders expressing appreciation and recognition for the services they provide and the vital role they play in the community . 4. Send "Welcome" letter to new businesses in Campbell that welcomes them into the community. C. Ombudsman Redevelopment staff will act as a liaison between the business community and City Hall providing assistance, direction and conflict resolution as needed. D. Information Clearinsrhouse Create and maintain an information library that provides information and referral services about financing sources and linkages such as the Small Business Administration, Community Reinvestment Act Programs, the Department of Commerce and local programs. Also provide demographic and economic information to developers and brokers. City of Campbell Redevelopment Agenc:y Economic Development Plan 4 E. Storefront Improvement Prmmam This program would be available exclusively in the Downtown providing matching funds through either grants or low interest loans to property !business owners for improving the exterior storefronts of commercial buildings. This program has been extremely successful in other cities in encouraging private investment. F. Host Business SPminarlWor1cllllhQP Provide a seminar/workshop for small business owners addressing such topics as business marketing, employee training, merchandising, etc. D. Business Attraction and Form!aflnn Business attraction efforts will be focused on the Downtown to encourage and facilitate private investment with an emphasis on marketing the assets of Downtown to uses that generate activity such as eating establishments and retail stores. The Redevelopment Implementation Plan calls for changing land use patterns around the downtown from industrial to mixed use commercial and high density residential that will support the goals of this plan and the Downtown Development Plan. A. Downtown Marketine Pro2ram Assist Downtown property owners with leasing commercial space by placing ads in the newspaper, provide information packets for prospective tenants, facilitate property owner/prospective tenant meetings, and provide financial assistance for city permit and licensing fees. Put together an information packet about "Historic Downtown Campbell" including demographic, economic and site and area information, business assistance programs, etc. to be sent out to desirable business groups, targeted retailers, restaurant chains, etc. B. Commercial Real Estate Brokers Develop a business relationship with commercial real estate brokers in the area to track the pulse of market trends and remain informed about prospective business expansion so that oppornmities can be capitalized City of Campbell Redevelopment Agency Economic Development Plan 5 C. Identify Attraction Tar2ets Market business that matches Campbell's strengths and desires. For the downtown, pro-actively solicit the restaurant, bakery and retails iDdustries. Market the city's affordability, geographic location, easy access, historic and small town characteristics, etc. D. Redevelopment As stated in the introduction of this document, Redevelopment plays a major role in economic development. While this plan does not specifically address redevelopment efforts, it would be remiss not to reference the Redevelopment Implementation Plan which identifies significant economic development projects to be completed over time in the North of Campbell Avenue Area (NOCA) and South of Campbell Avenue Area (SOCA) that will dramatically improve the dynamics and economics of the downtown and the city of Campbell. IV. General Work in cooperation and support with the Chamber of Commerce and the Downtown Business Association to develop a public/private partnership, a cohesive business community and strong representation in local affairs. Participate in the Joint Venture Silicon Valley Roundtable to access and influence regional business retention and attraction efforts and to take advantage of the local networking with other economic development professionals. V. Pro&ram Monitoriop Evaluating programming is an important part of the plan process. Monitoring provides feedback to ensure that programs are providing the greatest benefit and to allow a change of direction if required. An annual report and work program will be prepared. A. AnnuallmplementatioD Schedule Each year a work schedule will be prepared to provide the Councill Agency Board and the community the Economic Development Plan work program for the coming year. City of Campbell Redevelopment Agenc:y Economic Development Plan 6 This work schedule may change from year to year depending on economic trends, re-evaluation of priorities, Redevelopment project opportunities and Council! Agency Board direction. Rigid programming should not be the focus of this Economic Development Plan. Rather, the overall goal of the Plan should be driven by opportunity. Opportunities for a Redevelopment project or business attraction far exceed meeting any quantitative program schedule. B. Annual Report An annual report will be prepared outlining the accomplishments of the year and the response by the business community to the programs. The program monitoring and feedback is essential to evaluate the effectiveness of the Plan and to make necessary adjustments in programming. City of CampbeU Redevelopment A,ency Economic: Development Plan 7 APPENDIX A ECONOMIC DEVELOPMENT PLAN 1994-96 FISCAL YEARS IMPLEMENTATION SCHEDULE This Implementation Schedule provides a benchmark for executing the Economic Development Plan and meeting the objectives of its programs and strategies. Since the Plan will begin mid-flSCal year. this schedule will cover program implementation through June 30. 1996 so as to remain on a flSCal year schedule (July 1 through June 30). This program schedule is a "best estimate" of what can be accomplished during this fIrst period of program implementation. Each year this schedule will be evaluated and modified to ensure staff time is spent in areas that provide the greatest return. Lettering and numbering in this schedule correspond to the sections in the Economic Development Plan. I. Business Retention and Expansion A.I Meet with the 25 largest employers and 25 largest sales tax producers in the City. Notes will be maintained on each meeting and the exchange of information will be evaluated so that follow- up actions can be considered when appropriate. A.2 Develop a business survey and mail to a representative sample of all businesses in Campbell. The results will be tabulated and presented to City Council along with recommended actions in response to the survey. A.3 Explore and identify options for disseminating business assistance information to the business community . B.1 Establish a Business Appreciation Day recognizing III businesses in Campbell. An ad display in the newspaper or. other means of expressing appreciation will be developed. B.2 Organize a Business Appreciation Luncheon in spring of 1995 for the 25 largest employers and 25 largest sales tax producers. This luncheon will serve as the kick-off for the Economic Development Program. B.3 Send Letters of Recognition and Appreciation to 100 key business leaders. B.4 Beginning immediately. send "Welcome" letters to new businesses in Campbell on a monthly basis that welcomes them into the community. City of Campbell Redevelopment Agency AppendiX A 1 C. Act as an "Ombudsman" on an "as needed" basis to help facilitate response and assist in resolving conflicts between City Hall and the business community. D. Maintain an information library of financing sources and referral services to provide the business community. Meet with the Small Business Admini~tion and local fmancial institutions to determine what programs are available to small businesses. E. Develop a Store Front Improvement Program directed at improving Downtown propenies and intended to stimulate private investment. This program may include matching funds in the fonn of grants or low interest loans funded by the Redevelopment Age-a;y to complete store front improvements such as painting, new awnings, DeW signs and general upgrades. This program will be presented to the Agency Board for approval prior to implementation. F. Sponsor a seminar/workshop for small business owners addressing such topics as business marketing, merchandising, employee training, etc... D. Business Attraction and Formation A. Continue the Downtown Marketing Program by running newspaper ads advenising Downtown retail space. This is an ongoing program trying to link prospective tenants and property owners who are trying to lease commercial space. B. Meet and confer with commercial real estate brokers periodically to keep on top of market trends. C. Pro-actively pursue restaurants, bakeries, specialty retail shops and similar uses that typically create activity and attract other business to the Downtown. This will be accomplished by sending out letters of interest, following up on leads and meeting with those businesses interested in expansion. m. Redevelopment Implement the annual Redevelopment Agency Work Program as approved by the Agency Board. IV. General Meet with the Downtown Merchants Association once a month and participate on the Economic Development and Legislative Committee of the Chamber of Commerce. Attend monthly meetings of Joint Venture Silicon Valley. V. Annual Report Prepare an annual repon at the end of each fiscal year beginning with the 1995/96 fiscal year. This report will highlight the accomplishments of the past year and will include a new implementation schedule for the upcoming fiscal year. City of Campbell Redevelopment Agency Appendix A 2