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HomeMy WebLinkAbout1991-02-20 - AGENDAS - STUDY SESSION (2)CITY OF SANTA CLARITA CITY COUNCIL STUDY SESSION February 20; 1991 7:30 p.m. CITY COUNCIL CHAMBERS 23920 Valencia Blvd. Santa Clarita, CA. A G E N D A CALL TO ORDER ROLL CALL ITEM 1 ECONOMIC DEVELOPMENT - Council has requested that a special Study Session be devoted to the subject of 7:30-8:30 Economic Development. Economic Development is a long-term program with several steps. The presentation will include several strategy concepts for Council discussion. RECOMMENDED ACTION: Receive and discuss. ITEM 2 CALIFORNIA ENVIRONMENTAL QUALITY ACT - DRAFT RESOLUTION - This resolution represents a 8:30-9:30 significant Community Development work effort aimed at establishing local guidelines and procedures and lines of responsibility for CEQA. Several areas have been identified for procedures to amend CEQA in response to local conditions. RECOMMENDED ACTION: Receive and discuss. 9:30 PUBLIC PARTICIPATION ADJOURNMENT CITY OF SANTA.CLARITA I N T E R O F F I C E M E M O R A N D U M TO: Mayor Boyer and Members of the Cit C until FROM: George Caravalho, City Manager DATE: February 20, 1991 SUBJECT: Council Study Session on Economic Development Council has requested that a special Study Session be devoted to the subject of Economic Development. Toward that end the Community Development Department, through its Economic Development Division, will present a draft Economic Development Strategy concept at the February 20 Council Study Session. Attached for your review is a summary outline of the Economic Development Strategy presentation to be used on February 20, followed by a series of questions to guide discussion of economic development policy and programming for the City. MM:lkl:95 Attachment Agenda Itern:--L, OUTLINE CITY COUNCIL STUDY SESSION ON ECONOMIC DEVELOPMENT FEBRUARY 20, 1991 George Caravalho 1. Purpose of meeting a. To define what economic development is in Santa Clarita? 2. Agenda a. Presentation by Economic Development Coordinator of draft economic development strategy b. Followed by discussion of City Council of four discussion areas outlined in your packet 3. Outcome of the Study Session a. Consensus on priorities and direction on the economic development program in the City of Santa Clarita BACKGROUND: Lynn Harris Economic Development is a long-term program. Decision made today will have a substantial impact on how Santa Clarita grows in the future. 1. Activities in Economic Development to Date a. Incentive report/redevelopment report b. - •Shop Santa Clarita" program and small business development center program with examples of retention C. Mall, Price Club, examples of attraction. Price Club is an example of success that would not happen without economic development. 2. Our next step in economic development is to develop a strategy and a focused.action plan. a. In today's presentation we hope to introduce to Council a new vocabulary oriented around economic development. b. Ve hope to provide a foundation for discussion and some conclusions for direction .for the -economic development agenda for Santa Clarita. MH:dls ID:93 PRESENTATION OF DRAFT ECONOMIC DEVELOPMENT STRATEGY By Mike Haviland A. Why do we need economic development? ... Linked to growth management issue. 1. Jobs housing balance 2. Tax revenues 3. Self -sustained community 4. Competitive environment/city is a product B. What is economic development? Retention/Attraction/Community Development C. Challenge 1. Create competitive advantage 2. Integrate environmental growth issues into market driven competitive strategy D. Economic Development Strategy 1. Goals mission statement 2. Objectives 3. Trends 4. Competitive analysis 5. Problems and opportunities E. Targeted Initiatives ' 1. City image 2. Retention a. Existing b. Small business 3. Environmental Initiative 4. Attraction a. Tourism b. Retail c. Industrial/Office MH:dls ID: 93 City of Santa C l a r >I t o DRAFT DECONOMIC EVELOPMENT STRATEGY February 1991 Prepared by the Department of Community Development Economic Development MISSION STATEMENT The purpose of the Economic Development Program is to stimulate the local economy, increasing and strengthening the City's tax base, to provide job opportunities for Santa Clarita residents, and to achieve a stable, self-sustaining economic base in the Santa Clarita Valley, within the context of environmental, quality of life and growth management goals of the City. Economic Development MAJOR OBJECTIVES • Achieve economic stability through the development and maintenance of economic diversity of employment opportunities. • Establish Santa Clarita as a self-sustaining regional employment center. • Establish local employment opportunities for the Santa Clarita labor force, reducing job out -migration. • Provide employment opportunities to achieve an effective job/housing balance. • Augment the City's local tax base to better support provision of City services and facilities while ensuring municipal fiscal health. • Establish Santa Clarita's product identity and enhance its image as a competitive, progressive city, striving for quality growth. • Enhance the quality of life of the area through responsiveness to growth management goals. • Reduce unemployment and unemployment of Santa Clarita residents. • Establish a competitive market position and program for attraction of new private investment and business - retail, industrial, tourism - into the community. • Encourage and promote retention and expansion of existing businesses in Santa Clarita. • Encourage the growth of employment opportunities compatible with the environmental standards of the community. • Enhance the City's competitive position through policies and programs influencing the development of strategic infrastructure improvements. Economic Development PROBLEMS AND OPPORTUNITIES PROBLEMS • Sales leakage to regional retailers • Ability to control development and potential revenues of freeway corridors • Affordable housing • Lack of competitive economic development marketing capacity • Over developed and poorly planned existing neighborhood and community centers • Santa Clarita's absence as an economic development competitor • Growth control. potential image obstacle to retail development • Unfulfilled identity as a regional employment center and corporate office location OPPORTUNITIES • Commerce Center, Corporate Center, Valencia Industrial Park • Magic Mountain, major tourist attraction and successful employment anchor • Cal Arts, unique cultural opportunities and identity • Retail market opportunities due to population growth (Midsized city designation with over 100,000 population) • Broad diversification of existing industry; providing a relative sense of economic stability • Unique natural scenic environment Economic Development STRATEGY PLAN INITIATIVES To achieve its economic development mission, the city must first create and present a competitive marketing identity and image resulting in the "best' city for retention and targeted attraction. Santa Clarita can then seek to gain the "competitive edge" by addressing environmental protection and quality of life issues. To that end, four specific initiative areas that define the strategic focus for the Santa Clarita economic development program have been identified. I. MARKETING SANTA CLARITA: Creating a positive city image and competitive market position. II. RETENTION: Retaining and supporting currently existing business. III. ATTRACTION: Targeting new development and investment in the areas of tourism, retail, and industrial/office. IV. INFRASTRUCTURE: Create strategic infrastructure investments that differentiate Santa Clarita in the areas of quality of life and environmental protection. Economic Development CITY COUNCIL PRIORITIES AND DISCUSSION AREAS 1. Is there agreement on broad initiative areas and their priority? Priority of economic development initiative areas. a. Image marketing b. Retention c. Environmental Initiative d. Attraction (tourism, industrial/ office) 2. Target potential strategic environmental infrastructure investment areas that would both: a. Create a "unique" competitive economic advantage: and b. Create a proactive effort to address environmental issues. TARGET EXAMPLES: Waste water treatment technology Waste reduction technology Water resources management Waste recycling technology Alternative solid waste disposal methods 3. Identify specific priorities that Council would like targeted in economic attraction initiatives. ATTRACTION INITIATIVES a. Tourism b. Retail c. Industrial/Office TARGET EXAMPLES Hotel/Conference center, Convention Visitors Bureau Factory Outlet, Power Center Wall Mart, Toys R Us, Home Depot R & D, Headquarters, Film 4. Identify specific development target areas that Council would consider the use of incentives on. See Attachment "A" for current City Economic Development Incentive Policy. City of Santa C l a r i t o 10�7:TUR DECONOMIC EVELOPMENT STRATEGY February 1991 Prepared by the Department of Community Development Economic Development MISSION STATEMENT The purpose of the Economic Development Program is to stimulate the local economy, increasing and strengthening the City's tax base, to provide job opportunities for Santa Clarita residents, and to achieve a stable, self-sustaining economic base in the Santa Clarita Valley, within the context of environmental, quality of life and growth management goals of the City. Economic Development MAJOR OBJECTIVES • Achieve economic stability through the development and maintenance of economic diversity of employment opportunities. • Establish Santa Clarita as a self-sustaining regional employment center. • Establish local employment opportunities for the Santa Clarita labor force, reducing job out -migration. • Provide employment opportunities to achieve an effective job/housing balance. • Augment the City's local tax base to better support provision of City services and facilities while ensuring municipal fiscal health. • Establish Santa Clarita's product identity and enhance its image as a competitive, progressive city, striving for quality growth. • Enhance the quality of life of the area through responsiveness to growth management goals. • Reduce unemployment and unemployment of Santa Clarita residents. • Establish a competitive market position and program for attraction of new private investment and business - retail, industrial, tourism - into the community. • Encourage and promote retention and expansion of existing businesses in Santa Clarita. • Encourage the growth of employment opportunities compatible with the environmental standards of the community. • Enhance the City's competitive position through policies and programs influencing the development of strategic infrastructure improvements. Economic Development PROBLEMS AND OPPORTUNITIES PROBLEMS • Sales leakage to regional retailers • Ability to control development and potential revenues of freeway corridors • Affordable housing • Lack of competitive economic development marketing capacity • Over developed and poorly planned existing neighborhood and community centers • Santa Clarita's absence as an economic development competitor • Growth control. potential image obstacle to retail development • Unfulfilled identity as a regional employment center and corporate office location OPPORTUNITIES • Commerce Center, Corporate Center, Valencia Industrial Park • Magic Mountain, major tourist attraction and successful employment anchor • Cal Arts, unique cultural opportunities and identity • Retail market opportunities due to population growth (Midsized city designation with over 100,000 population) • Broad diversification of existing industry, providing a relative sense of economic stability 0 Unique natural scenic environment Economic Development STRATEGY PLAN INITIATIVES To achieve its economic development mission, the city must first create and present a competitive marketing identity and image resulting in the "best" city for retention and targeted attraction. Santa Clarita can then seek to gain the "competitive edge" by addressing environmental protection and quality of life issues. To that end, four specific initiative areas that define the strategic focus for the Santa Clarita economic development program have been identified. I. MARKETING SANTA CLARITA: Creating a positive city image and competitive market position. II. RETENTION: Retaining and supporting currently existing business. III. ATTRACTION: Targeting new development and investment in the areas of tourism, retail, and industrial/ office. IV. ENVIRONMENTAL CAPITAL IMPROVEMENTS Create strategic infrastructure investments that differentiate Santa Clarita in the areas of quality of life and environmental protection. Economic Development CITY COUNCIL PRIORITIES AND DISCUSSION AREAS 1. Is there agreement on broad initiative areas and their priority? Priority of economic development initiative areas. a. Image marketing b. Retention c. Environmental Initiative d. Attraction (tourism, industrial/ office) 2. Target potential strategic environmental infrastructure investment areas that would both: a. Create a "unique" competitive economic advantage: and b. Create a proactive effort to address environmental issues. TARGET EXAMPLES: Waste water treatment technology Waste reduction technology Water resources management Waste recycling technology Alternative solid waste disposal methods 3. Identify specific priorities that Council would like targeted in economic attraction initiatives. ATTRACTION INITIATIVES a. Tourism b. Retail c. Industrial/Office TARGET EXAMPLES Hotel/Conference center, Convention Visitors Bureau Factory Outlet, Power Center Wall Mart, Toys R Us, Home Depot R & D, Headquarters, Film 4. Identify specific development target areas that Council would consider the use of . incentives on. See Attachment "A" for current City Economic Development Incentive Policy.