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