HomeMy WebLinkAboutAgenda Bill 3.A 11/15/2010W1 0 1 " Irpl
DATE: November 15, 20:10
TO: Honorable Mayor and Members of the City Council through City Manager
FROM: Scott Duiven, Senior Planner
SUBJECT: Resolution Accepting the Petaluma Economic Development Strategy
RECOMMENDATION
It is recommended that the'City Council adopt the attached resolution accepting the Petaluma
Economic Development Strategy.
BACKGROUND
Pursuant to the City Council's stated goal to "Complete and implement an overall economic
development strategy that places priority on strengthening existing businesses and attracting
those new businesses that add value," City staff initiated a competitive process to retain the
services of an economic development consultant. The consultant selection process included the
participation of 11 individuals representing a broad range of community and economic interests,
who assisted in the screening of respondents to the City's RFP, and in the selection of Applied
Development Economics (ADE) to prepare the Economic Development Strategy. These
individuals continued on in the process of preparing the Economic Development Strategy as an
ad -hoc Economic Development Advisory Group.
DISCUSSION
Preparation of the Economic Development Strategy included a broad range of opportunities for
community participation. City Staff maintained a project website which included an overview of
the planning process, a calendar°of upcoming meetings, summaries of past meetings, and contact
information. The ad- hoc:Advisory Group met five (5) times during the process to review
progress and provide feedback. ADE conducted sixty -five (65) interviews with diverse
community and business 'leaders, facilitated seven (7) focus group meetings, and held one (1)
public forum.
The information and input gathered from the above participation process, along with research
and analysis of economic data and trends can be found in the report's appendices and provides
the foundation for the strategy. The strategy serves as a guide to the City in laying the
groundwork for long -term: economic sustainability. The strategy can best be summarized through
its overall Vision, Goals, and Action Plan as outlined below:
Agenda Review: �
City Attorney Finance Director City Manager a
Vision:
Petaluma builds on its authentic role as a historic river town, a hub of economic activity and the
gateway to Sonoma County to provide a strong business climate and a quality of life that reflects
its residents' commitment to economic, educational, social and environmental sustainability.
Goals:
1. Further Diversify the City's Economic Base
2. Strengthen and Expand Existing Businesses
3, Attract New and Complementary Businesses to Petaluma
4. Increase Tourism
5. Create a Sustainable Economy that Maximizes Social and Environmental Benefits and
Minimizes Social and Environmental Costs
6. Strengthen Petaluma's Retail Sector
7. Enhance Vibrancy and Attractiveness of Downtown Petaluma
8. Ensure Fiscal Health of the City
9. Build Community Capacity for Economic Development
Action Plan:
1. Build an Economic Development Program
2. Design and Implement a Business Retention and Expansion Program
3. Provide Small Business Technical Assistance
4. Conduct a Business Attraction Campaign
5. Reduce Vacancies
6. Facilitate New Development Within the Central Petaluma Specific Plan Area
7. Expand Tourism
8. Develop a Fairgrounds Master Plan
9. Facilitate Industry Cluster Development
10. Promote Workforce Development
11. Enhance Technology Infrastructure
12. Expand Retail Diversity
On September 29, 2010 ADE presented the Draft Economic Development Strategy to the
Economic Development Advisory Group. The Advisory Group asked that ADE consider and
address, to their ability, the comments received from the committee and the public in the final
document and.reeommended that the Economic Development Strategy be forwarded to the City
Council. ADE will be available at the City Council meeting to make a short presentation and
answer questions.
With City Council acceptance of the Economic Development Strategy staff will begin the
process of implementation. One of the first actions will be the hiring of an economic
development/redevelopment manager whose initial charge will be building an Economic
Development Program based on the attached Economic Development Strategy.
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FINANCIAL IMPACTS
The total project budget is $145,000 (Fund 5400, Project 4100350). ADE has submitted invoices
for $145,000 of which $137,700.58 has been paid. The remaining invoices totaling $7,299.42
will bring the balance to $0 upon project completion and final payment.
ATTACHMENTS
1. Resolution
® Items listed below are large in volume and are not attached to this report, but may be viewed in the
City Clerk's office, or online at http: / /www.cityofpetaluma .net /edr /econplan.html
1. Final Draft— Petaluma Economic Development Strategy (November 2010)
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ATTACHMENT 1
RESOLUTION OF THE CITY COUNCIL OF THE CI O PETALI( MA
ACCEPTING THE P ECONOMIC DEVELOPMENT STRATEGY
WHEREAS, at the City Council goal setting session on January 15, 2009, one of the goals
established by the City Council was to complete and implement.an overall economic development
strategy that places priority on strengthening existing businesses and attracting those new business that
add value; and
WHEREAS, on November 16, 2009 the City Council authorized the execution of a
professional services agreement with Applied Development Economics to prepare an Economic
Development Strategy; and
WHEREAS, on September 29, 2010 the Economic Development Advisory Group met,
provided comments, and agreed to forward the Petaluma Economic Development Strategy to the City
Council; and
WHEREAS, Applied Development Economics was forwarded comments received from the
Economic Development Advisory Group and members of the public and all such comments were
considered in preparing the final attached Petaluma Economic Development Strategy; and
WHEREAS, the City Council has reviewed the Petaluma Economic Development
Strategy and finds that the�report fulfills the project's cope of work and provides an action plan
to guide implementation of economic development programs.
NOW, THEREFORE BE IT' RESOLVED that the City Council of the City of
Petaluma accepts the Petaluma Economic Development Strategy November' 2010.
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