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HomeMy WebLinkAboutItem QCity of Seal Beach Agenda Report Date: April 23, 2001 To: Honorable Mayor and City Council From: John B. Bahorski City Manager Subject: West Orange County Cities Association Economic Development Strategy Action Plan SUMMARY OF REOUEST: The West Orange County Cities Association prepared an Economic Strategy Action Plan and budget on February 17, 2000 to enhance economic development in this region of Orange County. In order to implement the Economic Strategy Action Plan, 10 cities were requested to pay $2,000 or $3,000 depending on the size of the agency. The City Administrator of Huntington Beach contacted the City because Seal Beach has not yet signed the agreement or contributed the $2,000 to fond the economic development efforts. Staff is requesting City Council provide direction on how to proceed on this issue. BACKGROUND: Staff has reviewed the letter agreement and Economic Strategy Action Plan prepared by the 10 West County cities. The Action Plan has both short and long -term goals to attract business to the West Orange County region. Many of the short-term goals focus on marketing strategies to attract and maintain businesses. Specifically, marketing the area at trade shows and working with the State Trade and Commerce Agency. Long -term goals include: 1. Exploring efforts to improve tourist, retail and industrial centers 2. Explore partnership with the City of Long Beach for airport, port and harbor connections 3. Investigate opportunities that may arise from possible future military base closures, e.g., Seal Beach Naval Weapons Station 4. Work with the cities of Cerritos and Lakewood to broaden potential of residential and service bases ,(j4X2 Q Based on the information provided in the Economic Development Strategy Action Plan it appears that Seal Beach could marginally benefit from these efforts. The benefits to Seal Beach come mainly from working with the other cities on attracting businesses to this region. A more vibrant economic base in West Orange County will help Seal Beach's economy even though the business is not located within the City limits. FISCAL IMPACT: If City Council approves joining the nine cities in this economic development effort it will require allocating $2,000 from the undesignated reserve. RECOMMENDATION: Provide staff direction. SUPPORTING DOCUMENTS: A) Letter Agreement for Economic Development Strategy Action Plan B) Economic Strategy Action Plan Ee'a :66 N0I1tla151NIWQtl Letter of /Agreement West Orange County Cities Association Economic Development Strategy Action Plan bb:ZT Teel- Ze -d8c WHEREAS, since 1999, members of the ten cities comprising West Orange County have held joint meetings to explore ways to market their combined resources and assets cooperatively, and WHEREAS, these cities cooperatively funded a regional Economic Development Strategy in March, 1999; and WHEREAS, this Strategy identified a perceived lack of identity in the economic market far the West Orange County Cities; and WHEREAS, on February 17, 2000, the West Orange County Cities Association voted to approve the attached West Orange County Cities Economic Strategy Action Plan that begins to implement the aforementioned Economic Development Strategy; NOW, THEREFORE, the City listed below agrees to the following: PAY when invoiced the amount assessed to it as listed below; said funds to be used collectively by the participating cities in accordance with the Action Plan; Buena Park $3,000 La Palma $2,000 Cypress $2,000 Los Alamitos $2,000 Fountain Valley $3,000 Seal Beach $2,000 Garden Grove 53,000 Stanton $2,000 Huntington Beach $3,000 Westminster $3,000 Total Revenues: $25,000 ASSIGN a staff person to be the primary point of contact for this sub - regional effort, including meetings with brokers and assisting in developing the marketing materials, color brochure, mailers, regional map, and other efforts contemplated in the Economic Development Action Plan. g. \jlm\cdstrategy \wemomou500.doc £e'd ££ZS 9ES bTL H003a NO1'0NI1NnH d0 AilO 9t,:ZT Teel- ZB -adu oo•a City of Buena Park Date: City of Cypress 0 :66 City of Fountain Valley By: Date: City of Garden Grove 0 City of Huntington Beach By: Date: g: \Jim \etktrx�wocrameuiUU.doc 00'd ££ZS 9£S tTL NOI1tla1S I NI WQH bb:ZT T00Z -Z0 -add City of La Palma By: City of Los Alamitos By: City of Seal Beach Date: City of Stanton Date: City of Westminster By: Date: . HOtl9a NOlONI.LNnH d0 AID L7:ZT T00Z -Z0 -6dd Sold :66 NOIDH61SINIWtIH West Orange County Cities bh:ZT Tool -ZO -WV Economic Strategy Action Plan Background Information Since 1999, members of the 10 West Orange County cities have continually held joint meetings to explore ways to market their combined resources and assets cooperatively. After finding mutual goals and objectives, the members developed an Economic Strategy Action Plan. The plan is based on the assumptions that: • To compete in today's market cities must forge strong alliances • The plan must be flexible in its approach • A sub - regional economic development strategy is viable Implementation The Economic Strategy is proposed to evolve in a systematic methodology. The plan is designed in stages to be both easy to implement without greatly taxing any one agency and yet comprehensive enough to provide for future contingencies. Commitment of time and resources shall be minimal (see attached budget and timeline). There are four phases to the plan. Sa'd ££ZS 9£S 7TL u HOUM NOIONIIWIH d0 .,IIJ Lt,:ZT 70OZ40-6dd 90'd Z66 NOIiU6iSINIWQt1 S7:ZT T00Z- Z0 -6dU Action Plan Attachment Phase I Proposed City Membership Dues Cities Under 50,000 Population $2,000 Cypress, La Palma. Los Alamitos, Seal Beach, and Stanton sub -total $10.000 Cities Over 50,000 Population $3,000 Buena Park, Fountain Valley, Garden Grove, Huntington Beach, and Westminster sub -total $15,000 Total Revenues $25,000 Proposed Budget Marketing events and materials Design 2- sided, 8/12x11, 4 -page color brochure with self mailer interest card $5,300 Print 10,000 copies $3,750 $9,050 Design 1620, folding regional map, with color photos and information $2,650 Print 10,000 copies $2,350 $5,000 Campaign kick -off meetings & briefings to promote region to commerce, real estate brokers & media $10,000 Total costs: $24,000 5 90'd ££ZS 9£S PTL HOUSE NOlONI1NlH JO AlIO Lt,:ZT T00Z- ZO -adtl I L0'd Action Plan Continued Page 2 N01iUNISINIW b Phase I Action Plan - General Sl,:Zt S66Z- Z0 -8di ♦ Solicit membership from cities through City Managers 30 days ♦ Create name, slogan, image, and logo or identification for 30 days subregion ♦ Institute membership dues and develop budget to enable — organization to produce marketing materials (see attached budget) ♦ Gather marketing information to show sub -region as an alternative 60 days to other O.C. or Southern California locations and produce literature ♦ Share campaign with real estate brokers, Chamber of Commerce's, 30 days and business organizations for feedback and participation Announce new campaign through a variety of media (brochures, 30 days cable, news releases, and PSAs) 180 days Phase II Action Plan - Specific ♦ Identify and contact businesses that have high paying, skilled, professional jobs ♦ Identify businesses in the area that support or sub contract with - major employers. ♦ Identify tourism opportunities ♦ Develop marketing materials ♦ Incorporate campaign materials into existing individual city marketing efforts ♦ Conduct quarterly meetings to review needs, goals, and achievements ♦ Support each city business attraction effort by providing joint information on the sub - region LB'd ££ZS S£S KL 2 ON H0H3a N010N I iNnH d0 AU 13 60:Z7 ra9Z- Z0 -6dd ee °d 1 :I Action Plan Continued Page 3 N011tidlS1N1wae St,:ZS SOOZ- ZO -ddtl Phase III Action Plan - Short Term ♦ Create a Web Site to provide joint and individual information on sub- region ♦ Create a `Red Team' approach to assist with retaining large businesses, when departure would create a negative or chain- reaction effect on area ♦ Create a `Red Team' approach among membership to attract targeted -businesses ♦ Market the area at trade shows, conferences and other special events as a site alternative • Contact the State Trade and Commerce Agency to establish West Orange County as an additional contact point • Conduct periodic informational meetings with real estate brokers & other groups ♦ Identify and retain businesses that are major employers and are also supported by smaller local businesses that would be affected by a major company relocation ♦ Identify available vacant land 3 k 80'd ££ZS 9ES VTL H:)739 N010NUNOH d0 Ally Lt,:Zt 1002- ZO -6dd X 60'd Action Plan Continued Page 4 No uddls I N i was Phase IV Action Plan - Long Term ♦ Identify blight and land in need of redevelopment or reuse ♦_ Identify travel corridors that impact more than one member S7:zT TeeZ- FO-ddb ♦ Explore partnership with City of Long Beach for airport, port, and harbor connections ♦ Explore tie -in with cities of Cerritos and Lakewood to broaden potential of residential and service base ♦ Explore concept with Anaheim to include western sector as a cooperative member 4 Explore tourist, retail and industrial centers on boundaries touching two or more cities ♦ Explore a connecting light rail system 4 Market the area with the State Trade and Commerce Agency as a contact point for companies relocating from out of state /country ♦ Develop Strategic Plan to identify growth potential of existing industry clusters and to identify new industries which may surface in the next ten years ♦ Encourage the elimination County unincorporated pockets ♦ Explore opportunities that may arise from possible future military base closures, e.g., Seal Beach Naval Weapons Station so "d ECZS 92S 7SL a HON36 NcinwiNnH d0 /,M L6:Zt T00Z- Z0 -adli Br'd :86 N0I18a1SINIWft qT'd 18101 ,pacific clippings . ,post office box 11799 Gets ans, calll. 92711 Orange County News B1-Weedy APR — 7 1000 Cities Mav, work Tog to Attract . Businesses k John Seymour r 4(v . Garden Grove City,Counoilhas sion Whil'surrounding cities indi- cated'they faced similar problems.! 199hd to kick idS3,000 w support , and 3haredgoais. membership in the new West Or- ange County Cities organization "For example," sold Bushman, "every city that attracts good com-r which is designed to stimplaw busi- panics has a problem retaining , ness interest in the region. Business retention specialist them once they become successful - Area chits were funding Sohn Bushman of the economic de- velopntnt staff authored a staff besses.ttireuadng to move to the• south county arce because ofsome report on the issue that Was for- warded to the City Council by perceived benefit " -' . Garden Grove and the other west! Community Services Director Mat- '+thew Fertal. county cities agreed that ihey'do . -'lose" Bushman said the dephmtent not really a company if it reloeamsintheimn iatevieinn began w explore options wits busi- because, the employment level M�i',.j ness attraction endretantion efiotts in 1998. At the same time, discus, .mains constant, said Bushtheh. ;please see c ESt; p0902 S4:2T TOW- Z0 -ckjU 9T'd EEZS KS 4TL HJ83E N010NaNnH d0 AII0 Lb:ZT 1092- 70 -N.H