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Economic Development Committee Meeting 11/20/2013 ECONOMIC DEVELOPMENT ACTION PLAN (EDAP) ---PAGE BREAK--- Agenda I. Why an Economic Development Action Plan? II. Process III. 2006 EDAP Review IV. Simultaneous Efforts V. Goals VI. Next Steps ---PAGE BREAK--- Why an EDAP? Council asked in the Strategic Plan (adopted April 2013) – – Goal C: Deepen a sense of place and community identity • Strategy 5: Develop an Economic Development action plan Staff will develop based on previous Economic Development Action Plan (February 2006) – Outreach/communications/promotions dependent – Developing a Sense of Place: Fairmount, San Pablo Ave. & the 2 BART Stations ---PAGE BREAK--- EDAP 2014 Process • A staff-led development process • Based on 2006 EDAP • Economic Development Committee (EDC) review and participation • Purpose – Community Development Department work plan – Clearly defined roles for implementation and review – Tool to engage partners – Develop a living-document with a long-range vision and short-term implementation strategies • 3- and 5-year plans ---PAGE BREAK--- Economic Development Action Plan 2006 Review 1. Sustain Leadership and Support for Implementation of the Action Plan Goal: To create a consistent 2020 vision of El Cerrito’s transition to an urban lifestyle environment that attracts high quality development for key commercial areas and sustains a strong sense of community. ---PAGE BREAK--- 2. Improve the Physical Urban Environment Economic Development Action Plan 2006 Review Goal: Create a physical environment and stronger sense of place that supports high quality, dynamic urban lifestyle development desired by the market place. ---PAGE BREAK--- 3. Physical Urban Environment – Design Guidelines Economic Development Action Plan 2006 Review • San Pablo Avenue Specific Plan -Form Based Code • Façade Improvement Program • Streetscape Improvements and Maintenance • New developments consistent with vision ---PAGE BREAK--- Goal: Ensure that products (sites) are ready in a timely manner for development that creates greater continuity and achieves the city’s vision for higher quality, sustainable urban development. Economic Development Action Plan 2006 Review 4. Product Readiness Area Concept Plans Fairmount Avenue Del Norte BART El Cerrito Plaza BART San Pablo Avenue ---PAGE BREAK--- Economic Development Action Plan 2006 Review 5. Communications & Promotion • Residents • Local Businesses • Developers • Collateral Materials – Newsletter – Post Cards – Website Goal: Begin communicating with residents, local businesses, key brokers and developers to create awareness of the market and potential development opportunities in El Cerrito. ---PAGE BREAK--- Simultaneous Efforts Strategic Plan • Goals – A:Deliver exemplary government services – B: Achieve long-term financial sustainability – C: Deepen a sense of place and community identity – D: Develop and rehabilitate public facilities & community focal points – E: Ensure the public’s health and safety – F: Foster environmental sustainability citywide The City of El Cerrito serves, leads and supports our diverse community by providing exemplary and innovative services, public places and infrastructure, ensuring public safety, and creating an economically and environmentally sustainable future. ---PAGE BREAK--- Simultaneous Efforts STAR Communities - Pilot – Built Environment • Compact & Complete Communities • Infill & Redevelopment – Climate & Energy – Economy & Jobs • Business Retention & Development • Green Market Development • Local Economy • Quality Jobs & Living Wages • Targeted Industry Development – Education, Arts & Community • Arts & Culture • Community Cohesion – Equity & Empowerment • Equitable Services & Access • Poverty Prevention & Alleviation – Health & Safety • Food Access & Nutrition – Natural Systems – Innovation & Process ---PAGE BREAK--- Simultaneous Efforts (cont’d) Plan Bay Area • Jobs-Housing Connection Strategy – 1,430 new jobs in El Cerrito by 2040 – 830 new jobs located on San Pablo Avenue – Major growth in Health & Education; Professional Services; Leisure, Hospitality & Other Services; and, Government • Economic Prosperity Strategy – Local and regional economic development activities – Regional Prosperity Plan sub-grants for potential pilot projects ---PAGE BREAK--- • Sustainable Communities Goal 2: Diversify El Cerrito’s economy to increase El Cerrito’s job base, create greater commercial vitality and more pedestrian-friendly economic activity – Objective SC-2.2: Enhance neighborhood-serving commercial nodes and encourage commercial spaces in mixed-use areas – Objective SC-2.3: Encourage existing businesses to adopt environmentally friendly practices, and attract “green economy” businesses to El Cerrito Simultaneous Efforts (cont’d) Climate Action Plan ---PAGE BREAK--- Simultaneous Efforts (cont’d) Urban Greening Plan • Community Survey: 800 respondents – 30% listed strengthening of the economy as one of the most important benefits of parks, recreation area and trails – 36% listed improving commercial areas with urban plazas/small parks as a top priority – 52% listed sidewalk activities as key improvements • Outdoor dining • Street vendors and sidewalk activation • Bowling, recreational businesses • Destinations • Summer concerts and festivals; Off the Grid and street events “Regarding the economy: happy/healthy family members are good for the local economy.” “In the end, what matters is to have close and walkable destinations” ---PAGE BREAK--- Simultaneous Efforts (cont’d) Urban Greening Plan Urban Greening Plan Framework ---PAGE BREAK--- Simultaneous Efforts (cont’d) Urban Greening Plan ---PAGE BREAK--- • Key Principles – Deepen Sense of Place & Community Identity – Attract Private Development – Flexibility – Build Upon Success – Strengthen Partnerships – Enhance the Public Realm – Foster Environmental Sustainability Mid Town Down Town Up Town Moeser Node Stockton Node Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan ---PAGE BREAK--- Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan • Table of Contents – Vision Brochure – Form Based Code • Urban Design Framework/Vision • Regulating Plan • Development Standards • Public and Private Open Space Standards – Complete Streets Plan – Infrastructure Evaluation – Multimodal Capital Improvement Program – Environmental Impact Report ---PAGE BREAK--- • Form Based Code – Strategies • Encourage Practical & Market Friendly Development – Ground floor residential – Higher maximums – Lower parking standards • Ensure Return on Investment (ROI) – TOD – Build on recent and planned investments • Strengthen Sense of Place – Uptown – Mid-Town: Stockton Node, Moeser Node – Downtown • Position as New Environmental and Ecological Destination of Bay Area – reStreets – New gathering places • Enhance & Humanize the Public Realm – Innovation Districts Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan ---PAGE BREAK--- Mid Town Down Town Up Town Street Types San Pablo Ave Commercial Street Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan ---PAGE BREAK--- Mid Town Down Town Up Town Major Commercial Streets Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan Street Types ---PAGE BREAK--- • Streets to walk, shop, etc • Flex space on ground floor with 50% of street frontage devoted to sidewalk activation uses like retail • Commercial uses prioritized at key blocks, corners and intersections Mid Town Down Town Up Town Commercial Streets Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan Street Types ---PAGE BREAK--- Mid Town Down Town Up Town • Major to the City • Landscape and aesthetic improvements enhance the first impression & buffer traffic impacts • Encouraged uses include freeway access and ground floor residential Gateway Streets Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan Street Types ---PAGE BREAK--- Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan • Complete Streets Plan – Shift Mode toward transit, pedestrians and bicyclists – Enhance infrastructure for transit, pedestrian and bicyclists – Establish new multi-modal performance measures – Contribute to placemaking and economic development ---PAGE BREAK--- Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan – Complete Streets ---PAGE BREAK--- Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan – Complete Streets ---PAGE BREAK--- Simultaneous Efforts (cont’d) San Pablo Avenue Specific Plan – Complete Streets ---PAGE BREAK--- Action Plan Goals • Leverage opportunities with progressive and motivated businesses, entrepreneurs and property owners • Increase community engagement in Economic Development activities • Identify ways to increase place-making and sense of place at vital commercial districts • Explore additional funding mechanisms for Economic Development activities • Assist in effort to make permitting process business friendly • Support economic sustainability of existing El Cerrito businesses • Increase knowledge and use of economic development data to support program ---PAGE BREAK--- Goals & Strategies • Goal - Leverage opportunities with progressive and motivated businesses, entrepreneurs & property owners – Strategy = Focused effort • Identify top strategic sites • Assemble property owner contact team to discuss current status and vision • Pre-identify building issues • Market top sites • Create networking opportunities ---PAGE BREAK--- Goals & Strategies • Goal - Increase community engagement in Economic Development activities – Strategies • Increase engagement of Economic Development Committee to facilitate completion of goals and strategies • Compile email list • Newsletter • Commercial district meetings • Vacant spaces ---PAGE BREAK--- Goals & Strategies • Goal - Identify ways to increase place- making & sense of place at vital commercial districts – Strategies • Events – explore/produce events that meet community needs and link community with businesses • Capitalize on & promote existing – Arts/music – Green business – Walkability ---PAGE BREAK--- Goals & Strategies • Goal - Explore additional funding mechanisms for Economic Development activities – Strategies • Grants • Partnerships • BID’s / PBID’s ---PAGE BREAK--- Goals & Strategies • Goal - Assist in effort to make permitting process business friendly – Strategies • Liaison for commercial projects • Develop handouts to educate and address recurring issues • Provide training for merchants on topics such as signage, promotions and displays ---PAGE BREAK--- Goals & Strategies • Goal - Support economic sustainability of existing El Cerrito businesses – Strategies • Business visitations • Business promotion – Loopnet listings – Events • Surveys • Business training / workshops • Parking strategies ---PAGE BREAK--- Goals & Strategies • Goal – Increase knowledge and use of economic development data to support program – Strategies • Obtain increased understanding of development proforma analysis thresholds • Integrate economic development data into economic development strategic planning – Sales tax trends – Property tax trends – Business starts ---PAGE BREAK--- Next Steps • Economic Development Committee November, December & January – Facilitate development of goals/strategies • Outreach February, March, April – Chamber of Commerce & business community – Community open house(s) • Completion / Presentation of Plan to Council June 2014 ---PAGE BREAK--- Committee Next Steps • Review transition from Board to Committee and formulate recommendations • Review presented Action Plan goals & strategies, and formulate revisions/recommendations • Consider time frames for presented goals/strategies and formulate short-term strategy recommendations