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HomeMy WebLinkAboutAGENDA REPORT 2023 1115 CCSA REG ITEM 09ACITY OF MOORPARK, CALIFORNIA City Council Meeting of November 15, 2023 ACTION RECEIVED AND FILED. BY A. Hurtado. A. Receive and File the Annual Economic Development Division Update. Staff Recommendation: Receive and file the report. (Staff: John Bandek, Economic Development Manager) Item: 9.A. MOORPARK CITY COUNCIL AGENDA REPORT TO: Honorable City Council FROM: John Bandek, Economic Development Manager DATE: 11/15/2023 Regular Meeting SUBJECT: Receive and File the Annual Economic Development Division Update BACKGROUND The Moorpark City Council has placed a strong emphasis on its commitment to economic development. In February 2022, the City hired staff to lead Moorpark’s Economic Development Division and develop local activities and initiatives from the ground up. These initiatives are centered on stimulating economic growth, fostering community engagement, and delivering essential support to local businesses and entrepreneurs. The Division has diligently worked to enhance the vitality of Moorpark’s economic landscape and address the needs of both the business community and local workforce. In November 2022, the Economic Development Division provided the City Council with the first comprehensive update outlining ongoing efforts and upcoming goals and projects for the year ahead. DISCUSSION Business Visits & Retention In an effort to retain Moorpark’s top employers and establish strong relationships with their executives, Economic Development staff organized and hosted the City’s 2nd Annual Mayor’s Business Appreciation Luncheon on May 25, 2023. The Luncheon recognized the contributions of Moorpark’s largest employers, greatest sales tax producers, and hotel. At the event, attendees had the opportunity to network with each other and with City leaders across various departments regarding their company’s priorities and growth. In the past year, more than 40 businesses received visits, with the objective of understanding their specific needs, addressing concerns, providing resources, and building strong, personalized relationships with business owners and managers. These Item: 9.A. 1 Honorable City Council 11/15/2023 Regular Meeting Page 2 businesses include Kahoots Feed & Pet Store, Nothin’ But Healthy, Baskin Robbins, Magma Pizzeria, Lalo’s Mexican Kitchen, Angry Ferret Brewing, Soul Body Yoga, and Charbroiler Express, to name a few. Business visits represent an integral aspect of the City’s economic development activity and allow staff to maintain close relationships with local businesses and gain a deeper understanding of their needs. Business visits also present a prime opportunity for staff to promote City resources and broader activities. For example, during each visit, businesses are informed about the City’s MCT On-Demand Pilot program. Additionally, businesses are introduced to a range of opportunities, including participation in City events such as Haunted High Street, which serves as a marketing resource that enables businesses to effectively promote their products and services to the community. Business Attraction While it is important to retain businesses in Moorpark, attracting new businesses is equally critical. Business attraction fosters additional job opportunities, enhances the City's workforce development, and expands the economic landscape. Moreover, it provides residents with more options to shop, dine, and work within the City. To assist with business attraction efforts, the City provides prospective businesses and developers with a no-cost site selection service. This service enables aspiring entrepreneurs to access sites within the City that align with their unique needs, siting criteria, and vision. In close collaboration with the City’s Planning Division, this service ensures that the prospective business’s chosen location aligns with permitted land use, streamlining the process of establishing a new business in Moorpark. This service is also supported through the utilization of CoStar, a commercial real estate database software. Staff leverages CoStar to gain valuable insights into upcoming lease expirations of larger businesses, monitor office, retail, and industrial vacancy rates, and stay informed about monthly market rental rates. These data-driven insights empower the City to remain proactive, make informed decisions, and provide comprehensive support to prospective businesses looking to establish themselves in Moorpark. Below are a few highlights of business attraction successes from the past year: -Economic Development staff assisted in attracting the Habit Burger Grill at the Tuscany Square Shopping Center. This new addition will include the highly anticipated drive-thru, enhancing convenience for residents and visitors. -Staff also played a significant role in attracting DrinkPAK, a beverage manufacturer, to 6100 Condor Drive. DrinkPAK officially began its Moorpark operations in Summer 2023 and will employ roughly 70 employees. -While the Division assisted over 10 aspiring entrepreneurs in the past year with a no-cost site selection service, two businesses, a mixed-use developer and a tattoo parlor have expressed interest in proceeding with the City-presented sites. 2 Honorable City Council 11/15/2023 Regular Meeting Page 3 Enhancing Local Partnerships The Economic Development Division continues to broaden its network of partners and fortify relationships with existing collaborators. Among Moorpark’s key partners are organizations such as the Moorpark Chamber of Commerce, Workforce Development Board of Ventura County (VCWDB), Economic Development Collaborative (EDC), Small Business Development Center (SBDC), SCORE Ventura County Chapter, and California Office of the Small Business Advocate (CalOSBA), to name a few. These strategic partnerships have allowed the Division to establish direct connections between local business owners and key organization contacts. They serve as conduits for the exchange of valuable information, updates on the latest resources and industry news, and provide opportunities to connect these organizations with local stakeholders. Moreover, they play a pivotal role in organizing upcoming events in close collaboration with local partners. The following section highlights key outcomes and achievements facilitated by these fruitful partnerships. -One of the most notable and significant partnerships in the past year was the Economic Development Division’s enhanced collaboration with the Moorpark Chamber of Commerce. While the City has longstanding ties with the Chamber, it has been further enhanced with the inclusion of the City’s Economic Development Manager on the Chamber’s Board of Directors. This strategic involvement provided the Economic Development Division and the City with the opportunity to be actively represented at Chamber events, including ribbon-cuttings, networking breakfasts, mixers, and young professional lunches. - Staff actively engage with the Ventura County Economic Vitality Strategic Plan (VCEVSP) meetings which provide valuable insights into the latest economic developments in Ventura County. This relationship is crucial for aligning Moorpark’s efforts with the County’s strategic economic development plan and fostering connections with like-minded stakeholders dedicated to enhancing the region's economic vitality. Insights from the meetings contribute to better strategic guidance for the City’s own economic development initiatives, helping the City to remain responsive to the ever-evolving economic landscape. -In the past year, the Economic Development Division was able to provide internship opportunities to two Moorpark College students. The funding for these internships was generously provided by Moorpark College. The partnership demonstrates both organizations’ commitment to workforce development and education within Moorpark. -The Division continues to strengthen its partnership with the Moorpark Adult School. Currently, the Economic Development Division is collaborating with the adult school to develop a class series centered around marketing. This innovative program will empower students with practical marketing skills and require them to apply these skills within our local business community as part of the curriculum. The program will allow students to build their portfolios while providing local 3 Honorable City Council 11/15/2023 Regular Meeting Page 4 business with free marketing support. Although this initiative is still in development, the program holds significant promise as a mutually beneficial initiative, enriching the skillsets of local students, while enhancing Moorpark’s business landscape. -A new county-wide initiative gaining momentum is the Ventura County Industry Council (VCIC). The VCIC focuses on strengthening the production economy in Ventura County by partnering with educational institutions and cities to ensure students are equipped with essential technical skills and jobseekers have access to quality employment opportunities. Economic Development staff participated in VCIC’s kickoff event and will continue to engage with VCIC to enhance the production ecosystem in Ventura County and Moorpark. Sustained Marketing Efforts The Economic Development Division employs an array of communication tools to ensure open lines of communication with local businesses while simultaneously encouraging residents and visitors to explore Moorpark’s offerings, including unique shopping experiences, diverse dining options, and excellent employment opportunities. One of the Division's most notable achievements in the past year has been its exceptional digital marketing and engagement through its @DiscoverMoorpark Instagram and Facebook social media accounts, and the DiscoverMoorpark.com website. As of last year’s Economic Development Division update (November 16, 2022), the @DiscoverMoorpark social media accounts, alongside the M-Powered newsletter, provided updates to a dedicated community of nearly 1,500 followers and subscribers combined across all platforms. Today, the digital community has grown significantly, with over 2,700 followers and subscribers. The Division's digital presence, from 1,500 followers and subscribers to over 2,700, underscores the growing influence of the platforms in promoting Moorpark's economic vitality. An example of this growth can be found in the comparison of the 2022 and 2023 Country Days Tumbler social media giveaways. While the format of the giveaways remained consistent, the increase in engagement and participation between the two years is significant. In 2022, the giveaway garnered 16 entries and 45 total likes. In comparison, this year’s giveaway witnessed over 100 entries and 178 total likes, an increase of 525% and 295%, respectively. This notable enhancement in engagement illustrates the widening impact and effectiveness of the Division’s digital outreach efforts. To keep pace with the ever-evolving landscape of social media trends and digital marketing strategies, the Economic Development Division launched a new campaign which features Moorpark restaurants, cafes, eateries, and retail stores on @DiscoverMoorpark through short-form videos known as Instagram Reels. Since the launch, the Division has released two Reels which, have accumulated over 4,000 combined views and garnered a total of 270 combined likes on Instagram. 4 Honorable City Council 11/15/2023 Regular Meeting Page 5 The DiscoverMoorpark.com website, which was launched in November 2022, has similarly achieved significant milestones in the span of one year. These accomplishments include garnering 2,625 site sessions and attracting 1,987 unique site visitors to date. Notably, over 1,000 of these visitors were Moorpark residents, while a substantial portion came from neighboring areas such as Los Angeles, Camarillo, Simi Valley, and Thousand Oaks. Additionally, the website experienced considerable traffic from social media platforms, with 660 visitors finding the website through the @DiscoverMoorpark social media accounts. These achievements underscore the significant role the DiscoverMoorpark brand and digital marketing campaigns play in directing traffic and increasing awareness of the Division’s efforts, as well as the broader aim of promoting Moorpark's vibrant business community. It is important to note that all engagements and outreach have been achieved organically, without any funds spent on social media advertising to artificially enhance content visibility. The Economic Development Division also created an in-house 2022 Year in Review Video, spotlighting the City’s most notable achievements and events in the realm of economic development. This video garnered an impressive viewership of approximately 1,750 views across all platforms, underscoring its effectiveness in highlighting Moorpark’s accomplishments. Furthermore, it was prominently featured at the State of the City event, ensuring that these achievements reached a wider audience and further contributed to the City's economic development efforts. Community Events For the first time in Moorpark's history, the Economic Development Division hosted the 2023 State of the City event, traditionally organized by the Moorpark Chamber of Commerce. This milestone event, held on April 20, 2023, at the High Street Arts Center, drew more than 200 attendees. Themed 'Moving Forward,' it underlined the City’s commitment to progress and pursuit of making Moorpark an even better place for all. The event featured engaging presentations and networking opportunities and was offered to the community free of charge. Attendees had the opportunity of hearing from key community leaders, including the Mayor, City Manager, Community Development Director, Police Chief, and the Moorpark Chamber of Commerce Chair-elect. The speakers provided updates on the current state of the City, highlighting significant achievements, major developments, and future plans. Economic Development staff also participated in a number of local community events, including the 2022 Holiday on High Street, 2022 State of the County, 2023 Moorpark Chamber of Commerce’s Installation and Awards Dinner, 2023 Moorpark Country Days, and 2023 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. -In addition to the Economic Development Division’s Country Days social media giveaway, Economic Development staff participated in the City’s Country Day’s Booth to promote the City’s economic development efforts, @DiscoverMoorpark 5 Honorable City Council 11/15/2023 Regular Meeting Page 6 accounts, and answer any City-related questions. This in-person engagement further strengthens the City’s connection with the community and enhances the ability to provide information and support, fostering a sense of shared growth and success. -Economic Development staff worked with the City’s Parks and Recreation team to recruit business participation in the 2023 Haunted High Street “Trunk or Treat” event. -Economic Development staff supported the Moorpark Chamber of Commerce’s first-ever Job Fair by promoting the event through the M-Powered Newsletter and forwarding registration details to the City’s largest employers. Economic Development Strategic Plan On September 6, 2023, the Moorpark City Council awarded a contract to PFM Group Consulting LLC (PFM Group) for the development of the City’s first-ever Economic Development Strategic Plan. The Strategic Plan is a vital initiative in alignment with the goals of the Moorpark City Council and the priorities set forth in the General Plan’s Economic Development Element. The Plan will serve as a comprehensive roadmap, strategically guiding the City’s vision for economic development and fostering a resilient and thriving local economy. This effort underscores the City's commitment to growth and progress, as articulated in its established plans and goals. Economic Development staff will work closely with PFM Group in the next year to develop this Plan, fostering engagement with community members and stakeholders. Upcoming Initiatives and Events The Economic Development Division remains committed to ongoing initiatives, including business visits, community event participation, and fostering local partnerships. The Division will also continue providing a range of valuable resources and services to support Moorpark’s business community. Looking ahead, the Division has the following major events and activities planned: Month Action Item December 2023 Develop & Release the “2023 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 2023. April 2024 2024 State of the City Event Description: Economic Development Staff will organize and host the 2024 State of the City event, at the High Street Arts Center. May 2024 Mayor’s 3rd Business Appreciation Luncheon Description: Economic Development staff will host the 3rd Annual Mayor’s Business Appreciation Luncheon to recognize the contributions of Moorpark’s largest employers and sales tax producers. July 2024 Adopt Economic Development Strategic Plan Description: The Economic Development Division anticipates the adoption of the City’s first-ever Economic Development Strategic Plan in July 2024. 6 Honorable City Council 11/15/2023 Regular Meeting Page 7 ENVIRONMENTAL DETERMINATION This action is exempt from the California Environmental Quality Act (CEQA) as it does not constitute a project, as defined by Section 15378 of the State CEQA Guidelines. Therefore, no environmental review is required. FISCAL IMPACT There are no fiscal impacts associated with the presentation of this Report. COUNCIL GOAL COMPLIANCE This action is consistent with City Council Goals 2023/24 - 2024/25, Goal 2, Strategic Economic Development: “Objective 2 (2.1): Economic Development Strategy,” “Objective 2 (2.2): Business Engagement and Outreach,” and “Objective 2 (2.4): Annual State of the City Event.” STAFF RECOMMENDATION Receive and file the report. 7