HomeMy WebLinkAboutAGENDA REPORT 2022 1116 CCSA REG ITEM 09ACITY OF MOORPARK, CALIFORNIA
City Council Meeting
of November 16, 2022
ACTION RECEIVED AND FILED REPORT.
BY A. Hurtado.
A. Consider Economic Development Division Update. Staff Recommendation:
Receive and file the report. (Staff: John Bandek, Management Analyst)
Item: 9.A.
MOORPARK CITY COUNCIL
AGENDA REPORT
TO: Honorable City Council
FROM: John Bandek, Management Analyst
DATE: 11/16/2022 Regular Meeting
SUBJECT: Consider Economic Development Division Update
BACKGROUND
In February 2022, the City of Moorpark hired a Management Analyst to develop and
implement an Economic Development program, with the focus of strengthening the
relationship between the City and the business community. In the past several months,
Economic Development staff has worked to achieve this goal through various initiatives,
including: conducting numerous business visits, attending community events,
strengthening local partnerships, providing various business resources, and organizing
the City’s first-ever Mayor’s Business Appreciation Luncheon. These initiatives aim to
improve the quality of life for Moorpark residents, visitors, shoppers, and workers, and
support the City’s business retention and attraction efforts. This report provides an
update on the Division’s work since February 2022 and outlines the Division’s upcoming
initiatives over the next several months into 2023.
DISCUSSION
Business Recovery
In an effort to evaluate and better understand the Moorpark business community, their
needs, and recovery efforts from the COVID-19 pandemic, the Economic Development
Division launched an online “Business Climate Survey” on April 5, 2022 (available in both
English and Spanish). Survey questions were centered around COVID-19 recovery,
current workforce conditions, and overall business satisfaction. Both home-based and
commercial-based businesses were invited to participate.
Item: 9.A.
1
Honorable City Council
11/16/2022 Regular Meeting
Page 2
Survey responses indicated the following key findings:
1. Moorpark businesses identified the following types of assistance to be most helpful
for their business; “Shop Local Campaign (23%),” “Small Business Resources &
One-on-One Counseling (13%),” and “Assistance with Applying for Available
COVID-19 Relief Grants and Loans (10%).”
2. When asked, “What is your overall opinion of Moorpark as a place to conduct
business,” nearly 71% of participants answered with “Good” or “Excellent.”
3. Top business concerns included “Attracting and Retaining Customers/Clients
(26%),” “Finding and Retaining Talent (26%),” and “Business-Related Expenses,
Including, Rent, Salaries, and Utilities (13%).”
The 2022 Business Climate Survey results identified a need to: 1) Make local and regional
resources more accessible to Moorpark businesses; 2) Promote Moorpark as a place for
residents, visitors, and workers to dine, shop, and play; and 3) Strengthen the local
workforce. A compilation of the business survey is included for your reference.
In addition to the Business Climate Survey, staff engaged the business community within
the region through a number of venues. Becoming familiar with the community and
building relationships is key to the success of the City’s economic development efforts.
Businesses need to know they have a “go-to” person at City Hall that can be called upon
should they have questions or need assistance. The following sections describe some of
the activities undertaken to elevate the City’s involvement in Economic Development
within the city and region.
Moorpark Business Visitations & Retention
Building strong relationships with Moorpark businesses and local partners is essential to
the success of the City’s Economic Development Division. To establish these
relationships, Economic Development staff attended over 44 business visits within the
city. These business visitations focused on forming connections with business owners
and managers, understanding business-specific needs, and making local and regional
resources accessible to businesses. During these visits, which are initiated by Economic
Development staff, business owners comfortably expressed their concerns and the
support they need for their businesses to thrive. For instance, businesses including
Ambiance Home & Furnishings, Pho 100, InfiniteWerks, Vegiterranean Kitchen, and Not
Your Granny’s Apples, have all been provided with information about topics ranging from
workforce resources, business plan development, outdoor dining, Ventura County
regulations, and marketing support. It is important to note that nearly all the businesses
visited stated that it was their first time having a City official visit their business and offer
resources. Those businesses that have had City visitations noted that those visits were
for Code Compliance-related items. To ensure new Moorpark businesses are aware of
the Economic Development Division, staff connected with all new commercial-based
businesses that opened in Moorpark since February 2022 (24 total).
2
Honorable City Council
11/16/2022 Regular Meeting
Page 3
Another significant outcome of the business visits included the opportunity for Moorpark
businesses to collaborate. For instance, in separate business visits with Fairfield Inn &
Suites and America’s Teaching Zoo, staff learned about both organizations’ desires to
collaborate with one another. Through City efforts, staff was able to establish a strong
connection between Fairfield Inn & Suites Moorpark and America’s Teaching Zoo (both
of which had not been in contact with one another prior to the introductions made by
Economic Development Staff). The two organizations now plan on collaborating together
to attract more visitors to Moorpark and encourage visitors to shop and dine in the City.
To further strengthen this collaboration, Economic Development staff plans to work with
both organizations to plan a tour of the city, with the goal of educating the college and the
hotel on places their visitors can dine, shop, and visit.
Economic Development staff also organized and hosted the City’s first-ever Mayor’s
Business Appreciation Luncheon on May 26, 2022, to recognize the contributions of
Moorpark’s largest employers and sales tax producers. The relationships formed at this
event led to many positive outcomes and conversations, including one attendee’s interest
in sponsoring and donating to Moorpark-based nonprofits and an announcement of one
business’s plan to relocate its executive headquarters to Moorpark. Key members of the
City’s Executive team also attended the event. This allowed C-level executives from
Moorpark’s largest employers and sales tax producers to meet with City leaders across
various departments regarding their company’s priorities.
Local Partnerships
Another element essential to the success of the Economic Development Division is local
partnerships. Over the past several months, staff has established strong relationships
with local partners and regional organizations, including the Moorpark Chamber of
Commerce, Ventura County Workforce Development Board (VCWDB), America’s Job
Center, Economic Development Collaborative (EDC), U.S. Department of Commerce,
State of California Employment Development Department, Accelerate California Inclusive
Hubs, and California Office of the Small Business Advocate (CalOSBA). Through these
partnerships, businesses will be able to make direct connections between business
owners and organization contacts, obtain pertinent information and updates on the latest
resources and news, connect with similar business stakeholders, and organize
upcoming events with local partners. Listed below are key outcomes achieved through
these partnerships.
During an in-person check-in meeting with the Economic Development
Collaborative (EDC), staff learned about a new grant and resource for in-home and
commercial-based childcare providers. Staff worked with the Planning Division to
generate a list of all the childcare providers in the city and connect these
businesses with the EDC to obtain any resources they may need. Through this
effort, businesses, if eligible, will be able to receive free access to the
“WonderSchool” software and a grant to purchase technology for their business
(ex: Tablets).
3
Honorable City Council
11/16/2022 Regular Meeting
Page 4
Economic Development staff regularly meets with the Moorpark Adult School to
discuss ways the City can support the school’s students and efforts. One of the
outcomes of such meetings was the discovery that Moorpark Adult School
students are not eligible for the Free Fare program provided by the Ventura County
Transit Commission (VCTC). Unlike Ventura County high school students; and
college students who attend Ventura County Community College District and local
colleges such as California Lutheran University, who are eligible for free rides with
the Moorpark transit system, Moorpark Adult School students are required to pay
the $1 fee each way when using the City’s transit and On Demand transit system.
Through the City’s efforts, the Moorpark Adult School is working with VCTC to
make Moorpark Adult School students eligible for the Free Fare program. If this
project is successful, all adult school students in Ventura County will be eligible for
free rides through VCTC.
In an effort to foster additional partnerships, staff reached out to America’s Job
Center to meet and discuss all the available resources for Moorpark employers
and job-seekers. Through the newly formed relationship with America’s Job
Center, Economic Development staff was able to connect America’s Job Center
with local organizations, businesses, and partners. One of the organizations that
the Economic Development staff connected America’s Job Center to is the
Moorpark Adult School, which supports continued education classes that provide
essential skills for individuals seeking to return to the workforce. By connecting
these two organizations to one another, staff achieved several positive outcomes,
which include the following:
o After connecting the two organizations to meet, the Moorpark Adult School
learned about the Employment Training Panel (ETP) resource, which
covers the costs of training employees. If successful, all Ventura County
Adult School instructors will be able to have the expense of their license,
which can cost up to $3,000, covered through the ETP program. This
project is in the works but still demonstrates the positive influence the
Moorpark Economic Development Division is making on the community and
region.
o America’s Job Center plans on hosting a virtual presentation to Moorpark
Adult School students regarding all the available job-seeker resources.
Another outcome of the new partnership with America’s Job Center is that the
connection allowed an Account Executive from the County to visit various
Moorpark businesses and provide them with informational brochures on the
workforce-related resources available.
Looking ahead, many opportunities to strengthen and enhance partnerships
appear on the horizon. Since the ETP program may result in a very significant
positive impact on Ventura County adult schools, staff intends to work with the
4
Honorable City Council
11/16/2022 Regular Meeting
Page 5
EDC to host a virtual webinar, available to all Moorpark businesses, that provides
more information about the ETP program.
In preparation for the 2022 Mayor’s Business Appreciation Luncheon, staff formed
a relationship with the State of California’s Employment Development Department
to obtain updated information on Moorpark’s largest employers. This relationship
allowed the State to use their consultant to generate a list of Moorpark’s largest
employers by the number of employees at no cost to the City.
As the City prepares for the development of an Economic Development Strategy,
staff is working with the U.S. Department of Commerce to find resources and
funding that will support the City in the strategy development and implementation.
Finally, staff met with the Accelerate California Inclusive Hub (iHub2 Designation)
serving Ventura and Santa Barbara Counties. Only 10 institutions across the State
of California have received iHub2 Designation. This relationship will allow
emerging Moorpark high-tech firms and entrepreneurs to access a wealth of
resources and networks. Additionally, this relationship will allow collaboration
amongst existing Moorpark high-tech firms, including Ensign Bickford Aerospace
and Defense, AeroVironment, and TestEquity.
Digital Marketing - #DiscoverMoorpark
Economic Development utilizes a variety of communication tools to maintain open
communication with local businesses and/ engage community members in guiding the
future of Moorpark. The marketing brand “#DiscoverMoorpark”, was developed in-
house, as an initiative to make resources more easily accessible to businesses through
social media and digital marketing efforts. By using the hashtag #DiscoverMoorpark on
Instagram or Facebook posts, social media users can access the posts of Moorpark
businesses and visitors all in one spot. This provides more online exposure to Moorpark
businesses.
The City of Moorpark is the first city in Ventura County to establish a City-run standalone
Economic Development social media account (@DiscoverMoorpark on Instagram and
Facebook). These platforms, along with the re-branded M-Powered newsletter, deliver
resources and the latest business community updates to nearly 1,500 followers and
subscribers combined across all platforms. This year, 23 newsletters were delivered
through M-Powered. The digital marketing efforts through Instagram, Facebook, and M-
Powered, have resulted in Instagram verification and the recent promotions of Moorpark
content by Instagram influencer accounts (Ex: Underwood Family Farms post by
@Tribes.Adventure, an influencer account with over 33,000 followers).
The City is excited to announce the launch of the brand-new DiscoverMoorpark.com
standalone Economic Development website. Moorpark is the first and only city in Ventura
County, to date, to develop a stand-alone Economic Development website that is
separate from the City’s website or tourism and visitor’s bureau website.
DiscoverMoorpark.com will allow current business owners and aspiring entrepreneurs to
5
Honorable City Council
11/16/2022 Regular Meeting
Page 6
easily discover the latest business community resources, news, and updates. Website
visitors will be able to find data on Moorpark’s demographics, retail, office, and industrial
market conditions, and information on how to start a business in Moorpark. The website
will be the go-to destination for all things Moorpark business and will make all pertinent
business-related information more accessible.
Business Attraction Efforts
In Fiscal Year 2022/23, the Economic Development Division budgeted for a commercial
real estate inventory and database platform, CoStar, to assist businesses and developers
with business attraction and site selection services. Since February 2022, staff has
provided site selection services to over 20 aspiring businesses, regional developers, and
local real estate brokers. Staff also uses the software to determine upcoming lease
expirations of large businesses and monitor office, retail, and industrial vacancy and
monthly market rental rates.
The software has been successfully utilized to provide essential data and site information
to business owners interested in relocating to Moorpark. These meetings range
anywhere from small businesses, such as Not Your Granny’s Apples, which is working
with staff for site selection services, and larger businesses, such as Bowlero.
The Economic Development played a significant role in the success of attracting Bowlero,
a family-oriented bowling alley and sports bar that plans to occupy the former Dicks
Sporting Goods store.
In addition, several connections have been facilitated among various developers and real
estate firms, including Toll Brothers, Newmark Real Estate, and Lewis Management
Corporation, to discuss various potential development sites. These meetings have
allowed for the success of a potential development project.
Conferences, Roundtables, Memberships & Continued Education
To ensure the City’s Economic Development Division is knowledgeable on the latest
economic development practices and is connected with a broad network of economic
developers, staff attends various conferences, roundtable discussions, and pursues
continued education opportunities. These conferences include the 2022 California
Association for Local Economic Development (CALED) Annual Conference, 2022
Housing Opportunities Made Easier (HOME) Ventura County Housing Conference,
CERF Ventura County 2022 Economic Forecast, World Trade Week at Port of Hueneme:
Green Tech and Blue Economy, Ventura County 3rd Annual Permit Palooza, and Ventura
County 2022 Tourism and Creative Economy Summit. Continued Education
opportunities include virtual webinars and the “Introduction to Economic Development
Certificate Program (“Keys Course”).” Staff also attends monthly roundtable discussions
with regional economic developers and is involved in memberships with CALED,
Municipal Membership Association of Southern California (MMASC), and International
Economic Development Council (IEDC).
6
Honorable City Council
11/16/2022 Regular Meeting
Page 7
Finally, the 2022 Annual CALED Conference enhanced staff’s relationships with other
Economic Development professionals. This afforded the opportunity to learn about the
efforts of other Economic Development Divisions, such as the effort of having college
students develop websites for small businesses to build their profile, obtain class credit,
and give back to the community. A similar project is in discussion with the Moorpark Adult
School.
Community Events
The City participated in a number of local community events, including Moorpark
Chamber Community Awards, Moorpark Chamber of Commerce Installation and Awards
Dinner, Moorpark Country Days, and Haunted High Street’s Trunk or Treat. Participation
in these events has resulted in stronger relationships with the general public, Moorpark
businesses, local partners, and stakeholders.
The Division attended over 15 Moorpark Chamber of Commerce events, including mixers,
breakfasts, and young professional lunches, and 11 ribbon cutting and groundbreaking
ceremonies. Additionally, staff participated in over 30 various community events,
including tours of Moorpark College’s BioTechnology Department, Fairfield Inn & Suites,
Amazon Fresh, Oakmont of Moorpark, and High Street Arts Center.
Staff worked with the City’s Parks and Recreation team to recruit business participation
in the 2022 Haunted High Street “Trunk or Treat” event. This gave Economic
Development staff the opportunity to connect with more businesses and encourage them
to participate in the free city-organized event.
At the 2022 Moorpark Country Days event, the Economic Development Division
organized its first-ever social media giveaway. The successful giveaway provided
awareness to the @DiscoverMoorpark social media accounts and gained over 30
followers in a single day.
General Plan: Economic Development Element
Integrating economic development into the city’s DNA, staff worked with Community
Development leadership to provide input and feedback on the Draft Economic
Development Element Goals and Policies, which was presented to the General Plan
Advisory Committee on April 28, 2022. This was achieved by also participating in the 4th
General Plan Community Workshop to answer questions on goals and policies and obtain
feedback from members of the public. These efforts are essential to the Division’s long-
term goals as the General Plan’s Economic Development Element will go hand-in-hand
with the Economic Development Division’s upcoming strategy development.
Upcoming Initiatives, through 2023
Economic Development staff will continue their current initiatives of conducting business
visits, attending community events, strengthening local partnerships, and providing
various business resources and services to the business community. Specifically, the
Division plans to organize the following events in the next six months:
7
Honorable City Council
11/16/2022 Regular Meeting
Page 8
Month Action Item
November 2022 America’s Job Center Presentation @ Moorpark Adult School
Description: Peggy Jacquez, Account Executive of America’s Job Center presents
available resources to Moorpark Adult School students.
December 2022 Release “2022 Economic Development Year-in-Review” Video
Description: Economic Development staff will publish a year-in-review video
highlighting key community events and division accomplishments in 2022.
January 2023 Employment Training Panel Webinar, EDC
Description: Economic Development Collaborative will host a virtual webinar for
Moorpark-based businesses regarding the Employment Training Panel resource.
February 2023 Workforce Development Board of Ventura County In-person
Workshop
Description: Workforce Development Board of Ventura County, in collaboration
with America’s Job Center, to host an in-person event highlighting all the key
resources available to Moorpark businesses.
March 2023 City Tours for Fairfield Inn & Suites & America’s Teaching Zoo
Description: City to host a tour for Fairfield Inn & Suites and America’s Teaching
Zoo to educate the two organizations on places Moorpark visitors can explore.
April 2023 Moorpark Job Fair
Description: Economic Development staff will host an in-person job fair to attract
local talent to Moorpark-based employers.
May 2023 Mayor’s Business Appreciation Luncheon
Description: Economic Development staff will host the 2nd Annual Mayor’s
Business Appreciation Luncheon to recognize the contributions of Moorpark’s
largest employers and sales tax producers.
2023 Economic Development Strategic Plan
2023 Business Visitations
2023 Roundtable Meetings with Moorpark Property Managers &
Commercial Real Estate Brokers
In addition to the aforementioned initiatives, Economic Development staff plans to present
an Economic Development Strategy to the Moorpark City Council in 2023. The strategy
will include a step-by-step action plan to identify City Council priorities in job creation,
revenue enhancement, supporting entrepreneurship, and improving the quality of life for
residents, the business community, and visitors of Moorpark or any number of outcomes
the City Council desires to achieve over the next two-year planning cycle.
FISCAL IMPACT
None.
8
Honorable City Council
11/16/2022 Regular Meeting
Page 9
COUNCIL GOAL COMPLIANCE
This action is consistent with the following City Council 2021-2023 Goals and Objectives:
• Goal 2, Objective 2 (2.4): “Expand E-mail marketing capabilities (2022).”
• Goal 2, Objective 2 (2.6): “Implement strategies to better engage Spanish-
speaking community (2023).”
• Goal 3, Objective 3 (3.5): “Continue to evaluate business support through
recovery efforts (2022).”
• Goal 3, Objective 3 (3.7): “Complete the Comprehensive General Plan Update,
which will include elements dedicated to Land Use and Economic Development
(2023).”
STAFF RECOMMENDATION
Receive and file the report.
Attachment: Business Climate Survey Summary & Results
9
CITY OF MOORPARK
799 Moorpark Avenue, Moorpark, California 93021
Main City Phone Number (805) 517-6200 | Fax (805) 532-2520 | moorpark@moorparkca.gov
2022 Business Climate Survey Summary & Results
SUMMARY
On April 5, 2022, the City of Moorpark’s Economic Development Division launched an online
“Business Climate Survey” designed to gauge a stronger understanding of the business
community, their needs, and how the city can help local businesses develop and prosper. The
survey was available in English and Spanish and remained open for four weeks through
Thursday, April 28. Questions were centered around COVID-19 recovery, current workforce
conditions, and overall business satisfaction. Both home-based and commercially-based
businesses are invited to participate.
This survey derives from the Moorpark City Council’s continuous efforts in evaluating business
recovery and ensuring a business-friendly environment is maintained. Below is a report of the
responses received through the Business Climate Survey. These responses will help the city
understand what is needed to offset the economic impacts of COVID-19 and allow businesses
to thrive.
RESULTS
ATTACHMENT
10
2022 Business Climate Survey Results
Page 2
11
2022 Business Climate Survey Results
Page 3
12
2022 Business Climate Survey Results
Page 4
13
2022 Business Climate Survey Results
Page 5
14
2022 Business Climate Survey Results
Page 6
15
2022 Business Climate Survey Results
Page 7
16
2022 Business Climate Survey Results
Page 8
17
2022 Business Climate Survey Results
Page 9
18
2022 Business Climate Survey Results
Page 10
19
2022 Business Climate Survey Results
Page 11
20
2022 Business Climate Survey Results
Page 12
21
2022 Business Climate Survey Results
Page 13
22
2022 Business Climate Survey Results
Page 14
23
2022 Business Climate Survey Results
Page 15
24
2022 Business Climate Survey Results
Page 16
25
2022 Business Climate Survey Results
Page 17
26
2022 Business Climate Survey Results
Page 18
27