Loading...
HomeMy WebLinkAboutAGENDA REPORT 2025 1119 CC REG ITEM 09ACITY OF MOORPARK, CALIFORNIA City Council Meeting of November 19, 2025 ACTION RECEIVED AND FILED. BY A. Hurtado. A. Consider Annual Economic Development Division Update. Staff Recommendation: Receive and file report. (Staff: Doug Spondello, Community Development Director) Item: 9.A. MOORPARK CITY COUNCIL AGENDA REPORT TO: Honorable City Council FROM: Doug Spondello, Community Development Director BY: John Bandek, Economic Development Manager DATE: 11/19/2025 Regular Meeting SUBJECT: Consider Annual Economic Development Division Update BACKGROUND This report provides an update on the Economic Development Division’s ongoing work and accomplishments over the past year, including business attraction and retention efforts, community engagement, marketing, and regional partnerships that continue to advance Moorpark’s economic vitality. The Moorpark City Council continues to place a strong emphasis on economic development as a key priority for the community. In 2022, the City hired a full-time position dedicated to leading the Economic Development Division (EDD) and expanding efforts to strengthen relationships with local businesses, foster partnerships, and promote Moorpark as a thriving, safe, and desirable place to live, work, and invest. To strengthen alignment between business attraction efforts and development services, the E DD was transitioned from the City Manager’s Office to the Community Development Department, improving coordination with planning, building, and permitting functions. In 2023, the Division broadened its efforts through major business attraction and retention initiatives, digital marketing campaigns under the Discover Moorpark brand, and increased collaboration with regional partners. In 2024, the City Council adopted the City’s first-ever Economic Development Strategic Plan, marking a milestone in formalizing long-term economic development goals. In 2025, the Community Development Department reclassified an existing administrative position to provide additional support to the EDD. Item: 9.A. 1 Honorable City Council 11/19/2025 Regular Meeting Page 2 DISCUSSION Economic Landscape Moorpark’s economy continues to reflect stability and measured growth across key sectors, including retail, dining, and advanced manufacturing. As of October 2025, the City’s retail vacancy rate is 4.4%, office 1.7%, and industrial 11.5%, remaining competitive within Ventura County and indicating steady local business activity. EDD monitors business openings, lease expirations, and vacancy trends to remain proactive in supporting both retention and attraction efforts. These metrics guide the City’s outreach strategy and ensure timely engagement with businesses considering expansion, relocation, or renewal within Moorpark. Business Retention and Expansion Business engagement and retention remain at the core of the City’s economic development efforts. Since 2022, staff have conducted more than 200 business visits, meeting directly with business owners and managers to discuss operations, address challenges, and connect them with available resources. Business visits are scheduled throughout the year based on a variety of factors, such as when a business requests support, when staff become aware of potential needs, or through routine check -ins selected from different commercial areas across Moorpark to ensure equitable outreach. The Division also monitors commercial lease expirations and proactively schedules visits up to six months before a lease ends, both for small businesses and large employers, to discuss future plans and provide retention assistance when needed. Each business visit is followed by a personalized, handwritten thank you card from the Economic Development team. In 2024, the Division implemented a Calendly scheduling tool to make it easier for businesses to request meetings directly through the City’s website. To date, 37 business meetings have been scheduled using this new system, improving accessibility and streamlining appointment coordination. During the Deputy Community Development Director vacancy, the EDD temporarily oversaw the department’s Administration Division to ensure continued customer service excellence at the public counter. Through this process, staff collaborated with the City’s Information Systems Division to update the City’s main phone greeting, reducing the message length from two minutes to approximately 40 seconds. The revised greeting was simplified to make navigation easier, placing the most requested services at the beginning and improving overall clarity for callers. As a result, the number of calls routed to the operator has been cut in half, as most callers can now directly reach the appropriate department or staff member. To further enhance accessibility, the Division introduced a dedicated Spanish assistance line, which now receives a comparable volume of calls to the English line. Staff have 2 Honorable City Council 11/19/2025 Regular Meeting Page 3 verified that calls received through the Spanish line are fully conducted in Spanish, ensuring that Spanish-speaking residents and business owners have direct access to City services. The Division is also working to transition business registration renewals online, replacing the current paper-based process. Once complete, this initiative will improve efficiency, reduce manual processing, and make it easier for businesses to renew their registrations from anywhere at any time. Maintaining a consistent presence and direct connection with the business community remains an essential part of the City’s approach to economic development. In September 2025, the Economic Development team organized business visits along High Street, joined by Gene Burse, the City’s new Deputy Community Development Director; Deputy Amantia, the new Downtown Deputy Liaison with the Moorpark Police Department; a nd Jeannine Lugo, EDD’s new Management Analyst. The visits served to reintroduce the City’s team as accessible resources, ensure business owners know the faces behind City Hall, and continue building trust through open communication and visibility. The Division also organized the fourth annual Mayor’s Business Appreciation Luncheon in June 2025, continuing the tradition of recognizing Moorpark’s largest employers, sales tax producers, and hotel operator. This year’s luncheon expanded its reach by highlighting Moorpark College and local visitor attractions such as the America’s Teaching Zoo at Moorpark College and Underwood Family Farms, underscoring the City’s efforts to celebrate the broader economic ecosystem that supports local tourism, education, and employment. The event provided an opportunity for businesses and community partners to connect directly with City leaders, further strengthening collaboration and communication across the business community. Business Attraction The City continues to prioritize attracting new investment and supporting business growth. Over the past year, Moorpark has welcomed new employers such as Bombardier and supported the expansion of existing businesses including Quantum Systems and Illumine Skin & Wellness. A key success story this year was Quantum Systems, an existing Moorpark business that needed to quickly relocate to a larger facility to accommodate its rapid growth. To make the permitting process more efficient for both applicants and staff, the City implemented the Same-day Permit Approval & Review Kickoff (SPARK) Program. Through SPARK, all reviewing agencies, including Building and Safety, Planning, Ventura County Fire, and the Ventura County Air Pollution Control District, meet in one room with the applicant, their architects, and design team to conduct a same-day, collaborative review. For Quantum Systems, this process resulted in permit approval within one-hour. Under 3 Honorable City Council 11/19/2025 Regular Meeting Page 4 standard review timelines, each division or agency – Building and Safety, Planning, County Fire, and County Air Pollution Control District – typically requires up to 10 working days for plan review, followed by additional time for applicant revisions and resubmittal. The SPARK process eliminates these sequential steps by facilitating real- time, concurrent reviews, allowing projects to move forward efficiently and without additional expedited fees. The program has set a new standard for customer service, collaboration, and business-friendly innovation in Moorpark. Since its launch, the SPARK program has drawn attention across the region, with approximately 15 cities throughout Southern California contacting Moorpark to learn from its model. EDD has also been invited to share the program’s success through presentations to Ventura County CoLAB WHEEL meeting and the Ventura County Coastal Association of REALTORS®. The program has also played a central role in attracting businesses such as Bombardier, which relocated its Los Angeles -based manufacturing plant to Moorpark after evaluating multiple sites across Southern California. Through transparent communication, responsive coordination, and connections to local workforce partners, the City was able to demonstrate the unique advantage of doing business in Moorpark. This past year also marked a significant wave of new business openings, including Luna Grill, Moorpark Floral Designs, High Sweet Creamery, Hearth Restaurant & Coffee, Mountain Mike’s Pizza, Friendly Noise Winery, San Fernando Coffee Company, Boba Sarap, Dumpling Shack, Waba Grill, and Terri Time, among others. Collectively, these additions contribute to a more vibrant retail and dining landscape that enhances local quality of life and keeps spending within the community. A hallmark of Moorpark’s business attraction efforts is its personalized, relationship -driven approach. During the Economic Development Strategic Plan community workshops, residents expressed strong interest in adding a Mediterranean or kabob restaurant to Moorpark’s dining options. When staff later engaged with the owner of Parkway Kabob & Grill, a Calabasas-based restaurant exploring expansion, the owner was initially hesitant about entering the Moorpark market. To help inform his decision, Economic Development staff offered to connect and personally arranged a meeting with another restaurant owner who had recently opened in the City to share firsthand insight on the permitting process, business climate, and customer base. The open and transparent Pictured above: Successful SPARK meeting with project applicants. 4 Honorable City Council 11/19/2025 Regular Meeting Page 5 conversation helped build confidence and ultimately influenced Parkway Kabob & Grill’s decision to expand to Moorpark, reflecting the City’s commitment to setting businesses up for success through collaboration and personalized support. Another recent success story involved The Park Golf Lounge, whose owner was initially unable to find a suitable location in Moorpark. After being referred to the EDD by the Planning Division, staff worked closely with the owner and used CoStar to identify an off - market space that met their needs. The connection resulted in the business securing a location in Moorpark and later benefiting from the SPARK program to expedite their permits, highlighting the Division’s proactive approach to retaining business opportunities within the City. In addition to attracting established employers, the EDD continues to support new and aspiring business owners interested in locating in Moorpark. In 2023, staff assisted approximately 10 aspiring entrepreneurs exploring opportunities in the community. Over the past year, that number has grown significantly, with the Division now averaging assistance for about five to 10 prospective entrepreneurs each month. Staff provide site selection guidance, permit assistance, and general business support to help new ventures evaluate opportunities in the City. While many inquiries come from individuals still in the early stages of planning or exploring concepts not yet feasible within zoning or market parameters, each receives the same level of service and personalized attention from the Economic Development team. This proactive and equitable approach ensures that every business inquiry – regardless of stage – receives the tools and guidance needed to make informed decisions about doing business in Moorpark. In September 2025, the City of Moorpark’s Economic Development team, joined by City Manager PJ Gagajena, attended ICSC@Western in Palm Springs for the first time . This is a major milestone made possible through the City Council’s investment in proactive business attraction. The conference proved highly productive, with staff meeting alongside brokers representing Moorpark properties and potential retailers for key vacancies including the former Rite Aid, former Jaxx Pizza, High Street Depot, Campus Park, Mission Bell Plaza, and Tuscany Square. Having Moorpark represented at this level provided an opportunity to share the City’s strengths - its high-income demographics, streamlined permitting through the SPARK program, and collaborative business environment with national site selectors and retailers. The City’s presence generated strong interest and positioned Moorpark as an emerging market for quality retail and dining investment. Staff will continue follow-up meetings with brokers, site selectors, and retailers to advance ongoing business attraction efforts. Creative Outreach and Marketing Since its launch in 2022, the Discover Moorpark brand has become a key tool for promoting local businesses, events, and community resources - sharing over 125 posts 5 Honorable City Council 11/19/2025 Regular Meeting Page 6 and gaining more than 5,000 followers on Instagram, 1,200 on Facebook, and 2,800 subscribers through the M-Powered newsletter. During business visits, staff offer to take photos and videos for Discover Moorpark’s use and then share the content with business owners for their own social media. This incentive has been highly successful in supporting small businesses and expanding reach. For example, a Discover Moorpark Instagram Reel created for Carrara’s Pastries received over 284,000 views, 9,000 likes, and 7,200 shares, entirely organic, with no paid advertising. When promoting business initiatives and community events such as public workshops or the State of the City, the Division takes a non -traditional, creative approach to reach a broader audience. Examples include sharing posts in Ventura County and Moorpark Reddit groups, Moorpark-based Meetup groups, and leveraging no-cost placements in Solid Waste bill inserts, which reach every resident and business in the City. The Division also builds relationships with regional media partners, influencers, and community platforms to amplify messaging and strengthen visibility at no cost to the City. Staff collaborate with outlets such as Yelp and Metrolink to create blogs, articles, and event features promoting Moorpark, while also engaging with well-known figures and influencers with local ties such as Amanda McCants (622,000 Instagram followers), Moorpark-raised actress and content creator; Chuck Liddell (915,000 Instagram followers), local resident and retired UFC Champion; and Preston Garcia (55,000 Instagram followers), Moorpark College alumnus and filmmaker. Additional partnerships include food and lifestyle influencers and outlets such as 805 Foodie, Jara Simpson, Ingrid Djouzaie, Conejo Valley Guide, Thousand Oaks Report, Moorpark Minute, and Ventura County Mom Collective, to name a few. Through this relationship-driven approach, Moorpark has received expanded regional media coverage. For example, when KTLA 5 News visited Moorpark to film B-roll footage of the City’s 3rd of July Fireworks Extravaganza, Economic Development staff invited the crew to interview the Mayor and encouraged them to share the City’s Discover Moorpark social media handles with viewers. The segment ultimately featured Moorpark and its community celebration on air, further expanding visibility. Similarly, CBS News Los Angeles Reporter Amanda Starrantino highlighted Underwood Family Farms, the America’s Teaching Zoo at Moorpark College, Moorpark College, and The Alley as part of a feature on the community. These media opportunities stem directly from the Division’s proactive outreach and relationship building, which continue to position Moorpark as a vibrant and welcoming community for residents, visitors, and businesses alike. The Division also prioritizes equitable access to business resources. When staff learned that no Moorpark business had ever participated in the Women’s Economic Ventures (WEV) Emprendimiento program – a program designed for Spanish-speaking business owners – or received its grant, they conducted direct outreach, visiting Spanish -speaking 6 Honorable City Council 11/19/2025 Regular Meeting Page 7 businesses door-to-door with an iPad to help owners understand and apply for the opportunity. As a result, Moorpark Floral Designs became the first Moorpark-based business to complete the program and receive funding, earning recognition from WEV. Building on that success, the Division is developing a Spanish-speaking business owner contact list for personalized outreach regarding future grant and resource opportunities. This level of proactive, hands-on engagement reflects Moorpark’s high standard of service and commitment to ensuring that every business, regardless of size or language, has access to tools for success. In Moorpark, being business-friendly is demonstrated through consistent action, responsiveness, and measurable results. The City continues to raise the bar by fostering genuine trust with its business community, recognizing that the true measure of success lies not in self-description but in what local businesses say about their experience working with the City. Both Bombardier and Quantum Systems have since shared public recognition of their positive experience working with the City. Bombardier’s leadership noted that, after relocating their manufacturing operations to Moorpark, they could not envision looking elsewhere given the level of service and collaboration received. Similarly, at Quantum Systems’ ribbon-cutting ceremony, the company’s CEO commended the City for its exceptional responsiveness and support throughout the permitting process. Likewise, Luna Grill’s corporate team shared that opening in Moorpark was one of their best experiences, highlighting the City’s smooth permitting process, proactive communication, and support through their ribbon cutting. These testimonials reinforce the City’s reputation as a trusted and results-driven partner for business. Building on these successes, the EDD has been tasked with leading the City’s Ad Hoc Marketing Committee, which is currently reviewing and advancing projects related to branding guidelines, marketing redesign, and the Citywide and Downtown Wayfinding Programs. These efforts continue to strengthen Moorpark’s image as a welcoming, forward-thinking community for residents, businesses, and visitors alike. Pictured above: City Officials and Bombardier executives at the Moorpark facility opening. 7 Honorable City Council 11/19/2025 Regular Meeting Page 8 In recognition of these efforts, Economic Development staff were invited to present at the 2024 California Association for Local Economic Development (CALED) Annual Conference, where they shared Moorpark’s innovative approach to digital and print marketing. The session, which became the most attended presentation of the three -day conference, highlighted the City’s creative use of social media, community outreach, and design consistency to engage residents, attract visitors, and promote local businesses. In 2025, Division staff also shared this expertise internally and, in collaboration with the Public Information Office, led a presentation on the use of artificial intelligence in communications and marketing, fostering innovation and skill development acros s department managers. Community Events EDD actively participates in community and business events throughout the year to strengthen visibility and engagement with local employers, entrepreneurs, and residents. Staff regularly attend Moorpark Chamber of Commerce-organized events, including ribbon cuttings, Young Professionals Lunches, mixers, and Topic on Tap sessions, to maintain a consistent presence and connection with the business community. In April 2025, the Division planned and executed the annual State of the City event for the third consecutive year, overseeing all aspects of coordination including marketing, ticketing, vendor management, content development, presentation preparation, dig nitary invitations, RSVP tracking, event webpage creation, venue coordination, and rehearsals. The event drew nearly 500 RSVPs and continued to serve as a cornerstone for community and business engagement. Beginning in 2026, coordination of the State of the City event will transition to the Moorpark Chamber of Commerce, providing an opportunity for the Chamber to take the event to the next level while keeping it a free and accessible experience for the community. In May 2025, the Promotoras y Promotores Foundation, in partnership with Ventura County Behavioral Health, hosted its annual Latino Mental Health Conference in Moorpark for the first time. The event, typically held in Oxnard, took place at the High Street Arts Center thanks to coordination by the City’s E DD and the relationships built through ongoing community engagement. The conference drew more than 100 attendees, highlighting Moorpark’s growing role as a welcoming and convenient location for regional events. In 2025, EDD partnered with SCORE Ventura County Chapter to host two business workshops. The first, Marketing 101, was held in June 2025 at City Hall and filled the Council Chamber with local business owners eager to strengthen their marketing skills. The second, How to Get Your Business Online, took place in September 2025 and guided participants through strategies to improve their digital presence, including building websites, creating Google Business Profiles, and using local events to boost visibility. The Division aims to host four SCORE workshops each fiscal year. 8 Honorable City Council 11/19/2025 Regular Meeting Page 9 In July 2025, EDD hosted the Moorpark Chamber of Commerce’s Topic on Tap event focused on Free Moorpark Business Resources. The session was well attended and highlighted the wide range of tools, grants, and programs available to support local businesses, including City initiatives, regional partnerships, and workforce development opportunities. The event strengthened collaboration between the City and the Chamber while helping business owners better understand and access the resources available to them. Looking ahead, EDD is partnering with the EDC to host a three-part “Ready Set Grow” business workshop series in 2026. The series will focus on helping small businesses expand and strengthen operations. A Spanish-language version of the program is also in development for late 2026, to be held in Moorpark and open to business owners from across Ventura County. In October 2025, the Division hosted a booth at the Fathomwerx Summit for the first time, an annual innovation and technology showcase held at the Port of Hueneme that connects military, industry, and academic partners across Ventura County and beyond. Participation in the summit allowed the City to highlight Moorpark’s growing advanced manufacturing sector and business-friendly environment. The event generated leads from businesses interested in expanding or relocating to California. A significant highlight came when a Washington D.C.-based 3D-printed shipbuilding company learned about Moorpark’s advanced manufacturing ecosystem and expressed interest in learning more about spaces available in Moorpark. The Division continues to follow up on these leads and engage new contacts, using events such as the Fathomwerx Summit, as an ongoing platform to highlight the City’s economic development initiatives and attract future investment. Enhancing Local Partnerships The EDD continues to expand its partnerships and strengthen Moorpark’s visibility throughout Ventura County and beyond. Staff actively participate in countywide economic vitality and workforce development meetings, ensuring Moorpark’s priorities and business community are represented in broader regional discussions. In December 2024, the City worked closely with the Workforce Development Board of Ventura County (WDBVC) on innovative employer engagement initiatives. Thanks to the strong partnership built with the WDBVC’s Business Solutions team, the organization chose Moorpark to pilot its first-ever open house and on-site interview event at local manufacturer Abacorp. This new concept connected employers directly with prospective job candidates in a hands-on setting and proved highly successful. In April 2025, the City hosted Ventura County Chief Executive Officer Dr. Sevet Johnson and the County’s Economic Vitality team for a site visit to Picnic Time, a Moorpark-based manufacturer. With more than 22,000 businesses across Ventura County, this visit marked a significant recognition of Moorpark’s growing presence and the City’s 9 Honorable City Council 11/19/2025 Regular Meeting Page 10 collaborative approach to business retention and expansion. The visit, initiated by EDD, provided an opportunity for the County to engage directly with Moorpark business stakeholders and discuss future growth and partnership opportunities. Economic Development staff have been invited to serve on several key leadership groups in the past year, including the Ventura County Community College District Chancellor’s Advisory Group and the State’s Uplift Central Coast Advisory Council. These appointments ensure Moorpark has a meaningful voice in regional and statewide economic development conversations, allowing the City to help shape strategies that foster business growth, workforce development, and innovation across the region. As part of Moorpark College’s consideration for the 2025 Aspen Institute Prize for Community College Excellence, EDD was invited by Moorpark College to participate in interviews with the Aspen Institute highlighting the College’s partnerships and regional impact. The discussion focused on the City’s collaboration with Moorpark College in advancing workforce development initiatives and the College’s contributions to the economic vitality of the community. This recognition reflects the strength of the City’s partnership with the College and its shared commitment to developing a skilled and future-ready workforce. In addition, the City’s Economic Development Manager serves as Chair of the Economic Development Collaborative’s (EDC) Economic Development Roundtable, which brings together economic development professionals from every city in Ventura County to share best practices, identify emerging opportunities, and collaborate on regional initiatives. Through these partnerships, Moorpark continues to strengthen its relationships, build trust, and establish itself as a leader in regional economic development. Economic Development Strategic Plan Implementation The accomplishments outlined in this report reflect ongoing efforts aligned with the City’s five-year Economic Development Strategic Plan (EDSP), adopted in November 2024. The EDSP established a strong foundation for the Division, providing clear goals and strategies to guide business attraction, retention, and community engagement. Over the past year, staff have continued implementing these initiatives while maintaining the high standard of customer service that Moorpark’s business community has come to expect. The addition of Jeannine Lugo, Management Analyst, to the Division in July 2025 further strengthens capacity for project delivery, data tracking, and strategic implementation. As the City transitions coordination of the State of the City event to the Moorpark Chamber of Commerce beginning in 2026, the Division will have greater capacity to focus on advancing the ambitious goals outlined in the EDSP and ensuring continued progres s toward long-term economic vitality. 10 Honorable City Council 11/19/2025 Regular Meeting Page 11 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 Goal 2, Strategic Economic Development and aligns with the City’s 2025-2029 Economic Development Strategic Plan. STAFF RECOMMENDATION Receive and file the report. 11