City of Culver City, California
Agenda Item Report
Meeting Date: 2/11/2013 Item Number: A-1
CITY COUNCIL AGENDA ITEM: Receive and File Report Regarding the City’s
Efforts to Create an Economic Development Strategy and Additional Outreach to
Culver City Residents and the Culver City Unified School District.
Contact Person/Dept.:
Todd Tipton – CDD
Kriss Casanova - CDD
Phone Number:
(310) 253-5783
(310) 253-5769
Fiscal Impact: Yes [] No [X] General Fund: Yes [] No []
Public Hearing: [] Action Item: [] Attachments: [x]
Commission Action Required: Yes [] No [X] Date: _______________
Public Notification: (E-Mail) Meetings and Agendas – City Council (02/05/13); Chamber
of Commerce (02/05/13); Participants in Outreach Meetings (02/05/13).
Department Approval:
Sol Blumenfeld (01/30/13)
City Attorney Approval:
Carol Schwab (by H. Baker) (02/05/13)
Chief Financial Officer Approval:
Jeff Muir (02/05/13)
City Manager Approval:
John M. Nachbar (02/05/13)
RECOMMENDATION:
Staff recommends the City Council receive and file this report regarding the City’s
proposed Economic Development Strategy.
BACKGROUND:
The City Council has previously discussed preparing an Economic Development
Strategy (Strategy) in light of the economy and the dissolution by the State of
California all redevelopment agencies throughout the state. Over the prior months,
staff has been working to prepare the Strategy for the City Council’s consideration.
The Strategy is intended to:
• Guide Economic Development efforts in regard to increasing City sales tax and
business revenues and business assistance, retention, and attraction efforts;
• Provide the City with the data necessary to make fact-based economic
development decisions; and,
• More stringently identify the City’s economic base and analyze its strengths,
weaknesses, opportunities and challenges.
Staff has been working with Mr. Robert Gilmore of MuniServices, an economic
development consulting firm. The fee for MuniServices assistance is $29,500 for the
attached Scope of Work (Attachment No. 1).
City of Culver City, California
Agenda Item Report
DISCUSSION:
To date, MuniServices has collected and analyzed data (Attachment No. 2)
and
conducted three outreach meetings with business/property owners, brokers, and
stakeholders in three geographic areas to ascertain the strengths and challenges of
doing business in the City. The geographic areas represented were Fox
Hills/Corporate Pointe, Downtown/east Washington/Hayden Tract/Jefferson, and
west Washington/Sepulveda.
During the outreach meetings, participants discussed:
• Additional parking;
• Fiber optic infrastructure;
• Marketing and branding;
• Area amenities;
• Local way finding and connectivity;
• Creating a Process Improvement Group; and
• Establishing Business Associations/Districts.
The attached matrix (Attachment No. 3) summarizes comments received during the
outreach meetings, identifies and prioritizes work tasks, establishes a timeframe in
which the work tasks are to be complete, identifies responsible parties, and
establishes work programs. Many of the comments were similar from area to area.
Some or all of the work tasks may ultimately be included in the draft Economic
Development Strategy when it is complete.
The document will be transmitted to the participants via a letter from the City
Manager. The letter will also thank them for attending, summarize what was
learned, identify what's next in regard to completing the Strategy, and propose a
follow-up meeting date.
Next Steps:
Pursuant to the Scope of Work, MuniServices had initially proposed to prepare a
Leakage Analysis showing where Culver City is leaking sales tax and analyzing
economic segments most at risk of leaving the City and segments most likely
attracted to the City. MuniServices and staff agree that MuniServices should not
prepare the Leakage Analysis because the information can be readily obtained from
HdL Companies, the City’s sales tax consultant.
Instead of a Leakage Analysis, MuniServices now recommends that additional
outreach meetings be conducted with Culver City residents and representatives from
the Culver City Unified School District (CCUSD) in order for the Strategy to consider City of Culver City, California
Agenda Item Report
all segments of the community which impact the local economy. MuniServices
recommends that the outreach meeting with residents include 15-20 participants.
During the additional outreach meeting with residents, MuniServices will determine
why residents move to Culver City, why they stay in Culver City, what they like about
their neighborhood, what is missing from the neighborhood, etc. During the
outreach meeting with the school district, MuniServices will discuss the value the
CCUSD adds to the community.
To identify participants in the additional outreach meeting with residents, each City
Council Member has been asked to provide the City Manager with names of three or
four residents they believe would provide constructive input. The names of the
Council’s recommendations will be announced by staff during the Council meeting.
Staff will then contact the residents and arrange an outreach meeting date and time.
Regarding the additional outreach meeting with the CCUSD, staff will contact the
appropriate representatives and schedule a meeting date and time. Both outreach
meetings will likely occur in late February.
Timeline
It is imperative that a draft Strategy be received no later than mid-March in order for
the City Council to consider it as a component of the forthcoming budget process,
which is scheduled to begin in May 2013. This will allow the City Council to discuss
a work program for Fiscal Year 2013/2014 and appropriate necessary funds.
FISCAL ANALYSIS:
Because the additional outreach meetings are being conducted instead of a
Leakage Analysis, there should be no additional cost to the City’s contract with
Muniservices.
ATTACHMENTS:
1. MuniServices Scope of Work;
2. Data collected by MuniServices;
3. Matrix summarizing comments received from outreach meetings with City
business/property owners.
MOTION:
That the City Council:
Receive and file this report.
MEETING DATE: 02.11.13
AGENDA ITEM: Receive and File this Report Regarding the City’s Efforts to
Create an Economic Development Strategy
ATTACHMENTS
Pages
1. MuniServices Scope of Work 1
2. Data collected by MuniServices 2-11
3. Matrices summarizing comments received from
Outreach meetings with City Business/property owners 12-17
1
Scope of Work – Economic Development Work Plan
1.0 Develop Work Plan and Contract
1.1 Meet with City to review project scope and timeframe.
1.2 Develop work plan.
1.3 Develop contract for services.
2.0 Economic Base Analysis
2.1 Analyze the economic base of the City.
2.2 Hold two meetings with City and staff to review data and analysis of economic base.
3.0 Strengths, Weaknesses, Opportunities, and Threat Analysis (SWOT)
3.1 Facilitate three (3) focus groups to gather data and information on what the
stakeholders believe are the strengths and challenges of doing business in the City.
3.2 Stakeholder participants in the focus groups will be determined by the City. .
3.3 Write a SWOT analysis utilizing the Economic Base Analysis and the information
gathered from the focus groups.
3.4 Meet with City to review SWOT analysis.
3.5 Analyze designated commercial districts to ascertain the land use in each area.
Determine the opportunities and challenges presented by each district.
4.0 Leakage Study
4.1 Develop a Leakage Study that shows where Culver City is leaking sales tax.
4.2 Analyze what economic segments are most at risk of leaving the City and what segments
are most likely to be attracted to Culver City.
5.0 Market Analysis Report
5.1 Prepare a draft Report.
5.2 Meet with City staff to review.
5.3 Deliver a final Market Analysis Report.
6.0 Develop Work Plan
6.1 Work with City staff and key stakeholders to identify goals and strategies for
implementing a successful economic development program.
6.2 Develop a matrix that identifies:
Goals, Strategies, Tasks, Timelines, Responsible Parties
6.3 Submit Economic Development Work Plan to City
Prepare Draft Work Plan and submit to City staff for comments.
Submit one electronic and five hard copies of the final Work Plan after
incorporation comments from City staff.
6.4 Present final Plan to City Council.
ATTACHMENT 1
1Economic Base Study
Initial Findings
ATTACHMENT 2
2Home-Based
Population
29%
City Employment
71%
Daytime Population
Total City Employment 41,732
Home-Based Residents 16,930
Daytime Population 58,663
Jobs/Workforce Ratio
Culver City 1.82
Los Angeles County 0.83
Culver City Economic Base Study
ATTACHMENT 2
3Commercial Floorspace
33%
23%
21%
14%
5%
4%
Retail
Office
Flex
Industrial
Accomodation
Auto Retail
Recreational|10 10|1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Retail
Office
Flex
Industrial
Accomodation
Auto Retail
Recreational
General Use Square Feet
Retail 5,041,183
Office 3,431,989
Flex 3,195,819
Industrial 2,029,355
Accomodation 684,642
Auto Retail 523,385
Recreational 27,251
Culver City Economic Base Study
ATTACHMENT 2
4Sales Tax Revenue Comparison
Culver City Economic Base Study
Total Revenue Population Revenue Per Capita
Los Angeles County 1,074,728,821.00 $ 9,817,419 109.47 $
El Segundo 9,430,699 $ 16,476 572.39 $
Beverly Hills 18,059,598 $ 34,833 518.46 $
Culver City 14,204,493 $ 39,795 356.94 $
Santa Monica 24,656,180 $ 87,879 280.57 $
Torrance 37,583,456 $ 141,948 264.77 $
West Hollywood 7,978,491 $ 36,846 216.54 $
Manhattan Beach 7,051,891 $ 35,443 198.96 $
Malibu 1,962,803 $ 13,037 150.56 $
Hermosa Beach 2,658,251 $ 19,158 138.75 $
Gardena 7,203,054 $ 59,441 121.18 $
Redondo Beach 7,920,251 $ 65,598 120.74 $
Los Angeles City 351,744,263 $ 3,805,412 92.43 $
Hawthorne 7,204,520 $ 86,296 83.49 $
Long Beach 38,164,589 $ 472,734 80.73 $
Inglewood 8,409,013 $ 115,268 72.95 $
Lawndale 2,081,037 $ 32,463 64.10 $
ATTACHMENT 2
5Economic Sectors
Culver City Economic Base Study
Retail
Information and Media
Professional Services
Manufacturing and Wholesale
Food and Leisure
Health Care
FIRE
Education
Civic
Construction
Personal Services
Transport and Shipping
Rent and Lease
Agriculture
Utilities
ATTACHMENT 2
60
1000
2000
3000
4000
5000
6000
7000
8000
Retail
Information/Media
Professional Services
Manufacturing/Wholesale
Food/Leisure
Health Care
FIRE
Education
Civic
Construction/Contracting
Personal Services
Transportation/Shipping
Rent/Lease
Non-Classified
Private Households
Agriculture
Utilities
Establishments
Employees
Employment by Sector
Culver City Economic Base Study
ATTACHMENT 2
770%
2%
4%
12%
1%
1%
7%
3%
Retail
Information & Media
Professional
Manufacturing & Wholesale
Food & Leisure
Health Care
F.I.R.E.
Education
Civic
Construction & Contracting
Personal Services
Transportation & Shipping
Rent & Lease
Non-Classified
Private Households
Agriculture
Utilities
Sales Tax Revenues by Sector
Culver City Economic Base Study
ATTACHMENT 2
8Retail Sales
Tax
Comparison
Culver City Economic Base Study
Discount Stores (3) 90,352 $ 6.48 $ 4.40 $
Book Stores (5) 849 $ 5.04 $ 2.34 $
Large Format Stores 178,958 $ 5.76 $ 2.29 $
Garden Supply (7) 51,997 $ 3.62 $ 2.29 $
Gas Stations (16) 24,692 $ N/A 1.69 $
Auto Dealers (5) 129,641 $ N/A 1.48 $
Grocery - Liquor (5) 162,150 $ 3.10 $ 1.40 $
Men's Clothing (16) 4,119 $ 2.01 $ 1.39 $
Restaurants - Beer & Wine (21) 4,249 $ 2.39 $ 1.16 $
Fast Food (90) 2,376 $ 2.99 $ 1.11 $
Shoe Stores (28) 12,199 $ 2.80 $ 1.11 $
Jewelry Stores (20) 1,127 $ 2.33 $ 1.05 $
Department Stores 221,201 $ 1.52 $ 0.99 $
Women's Clothing (29) 3,193 $ 2.10 $ 0.83 $
Vitamins/Supplements (10) 3,338 $ 1.41 $ 0.73 $
Package Liquors (11) 1,557 $ 1.34 $ 0.70 $
Auto Repair (66) 1,230 $ 0.97 $ 0.50 $
Music Stores (4) 2,443 $ 1.12 $ 0.44 $
Electronics - Small Format (5) 2,326 $ 0.93 $ 0.42 $
Home Furnishings (50) 925 $ 0.33 $ 0.37 $
Bars (15) 2,170 $ 1.45 $ 0.30 $
Drug Stores (5) 14,723 $ 0.65 $ 0.29 $
Snacks (6) 641 $ 0.50 $ 0.23 $
Grocery Stores - Beer/Wine (10) 1,314 $ 0.40 $ 0.21 $
Coffee Houses (11) 387 $ 0.30 $ 0.16 $
Portrait Studios (11) 483 $ 0.28 $ 0.14 $
Hotels (4) 13,927 $ 0.06 $ 0.11 $
Donut Shops (5) 102 $ 0.16 $ 0.09 $
Internet Retail (5) 552 $ 0.14 $ 0.09 $
Grocery - No Alcohol (5) 299 $ 0.03 $ 0.02 $
Hair Salons (15) 38 $ 0.03 $ 0.02 $
Category Median Total Sales
Tax ($)
Median Sales Tax /
SF of Floorspace
Median Sales Tax /
SF of Land
Requirement
ATTACHMENT 2
914%
16%
13%
8%
8%
6%
6%
3%
3%
2%
1% 1%
19%
Retail
Information & Media
Professional
Manufacturing & Wholesale
Food & Leisure
Health Care
F.I.R.E.
Education
Civic
Construction & Contracting
Personal Services
Transportation & Shipping
Rent & Lease
Non-Classified
Private Households
Agriculture
Utilities
Sector Employment Breakdown
Culver City Economic Base Study
ATTACHMENT 2
10Core Sectors
Culver City Economic Base Study
Information & Media
Retail and Food & Leisure
Sector Assets
Professional Services
Health Care
Manufacturing/Wholesale
FIRE
Sector Deficits
Corporate Headquarters & Regional Offices
Effective Utilization of Commercial Land
Research & Development
Continuous Retail Corridors
Activity Generators
New Media
Design
Sector Opportunities
ATTACHMENT 2
11Projects Priority* Duration Applicable Area** Responsible Party*** Work Program Tasks|1010|Increasing the
Parking
Supply
H
3-12 months
12-36 months
Citywide CDD/PW
Short - Term
- Reduced cost of metered parking (e.g., Uplander) - Council consideration required
- Parking stall restriping (e.g., Uplander) - identify applicable streets, conduct
outreach, implement
- Automated surplus parking - research, Code amendment, Council consideration
required
Long - Term
- Private parking iniatatives - identify properties, work with owner(s)
- CFD public parking iniatatives/parking garages - identify properties, outreach, bond
financing, create CFD|1010|Fiber
Optic
Infrastructure
H
1-6 months
6-18 months
FH, HT, Jefferson IT/PW/CDD
Short- Term
- Meet with Santa Monica to determine project scope
- Identify specific areas/path, infrastructure and budget
- Conduct outreach with businesses/property owners
Long - Term
- Council consideration and project implementation |1010|Marketing, Branding
&
Identity
H
1-6 months
6-18 months
Citywide ED/Consultant
Short - Term
- Conduct preliminary research
Long - Term
- Draft RFP, Council consideration (WW, HT, FH)
- Outreach with City and individual districts
- Create broad based City branding campaign and logo/materials, etc.
- Brand individual districts
Preliminary Summary of Outreach Comments & Follow-up
Fox Hills Area
Economic Development Strategy - Outreach Discussion Items
ATTACHMENT 3
124
Area
Amenities
M
3-9 months
9-18 months
FH, HT ED/Planning
Short-Term
- Temporary events, shops & services (monthly food trucks, farmers' markets,
printing, dry-cleaning)
Long - Term
- Site identification
- Land planning (identify new retail, office and open space areas)
- Create a Main Street |1010|Local
Wayfinding &
Connectivity
H
1-6 months
6-18 months
Citywide, HT, DT
CDD/PW/
Transportation/
Consultant
Short Term
-Wayfinding
Long Term
- Based on identity program, create wayfinding and regionally oriented signage
- Bike lanes and bike sharing
- Shuttle
- Pedestrian paths|1010|Process
Improvement
Group
M 6-18 months Citywide
CDD/PW/Fire
/Finance
/City Manager
Long Term
- Expediting
- Informational handouts (e.g., "How to Guide")
- Master studies
- Development fees
- Review of City requirements, processes and solution orientation |1010|Business
Associations
H
3-9 months
9-24 months
FH, HT, AD CDD/Consultant
Short Term
- Conduct business outreach
Long Term
- Council consideration
- District establishment
**Applicable Area - Fox Hills (FH), Hayden Tract (HT), Arts District (AD), Downtown (DT), West Washington (WW)
*Staff Prioritization - H - Immediate Need, M - Future Need.
***Responsible Party - Community Development Department (CDD), Public Works (PW), Information Technology (IT), Economic Development (ED), City Attorney (CA)
ATTACHMENT 3
13Projects Priority* Duration Applicable Area** Responsible Party*** Work Program Tasks|1010|Increasing the
Parking
Supply
H
3-12 months
12-36 months
Citywide CDD/PW
Short - Term
- Reduced cost of metered parking (e.g., Jefferson) - Council consideration required
- Parking stall restriping (e.g., Stellar) - identify applicable streets, outreach,
implementation
- Automated surplus parking - research, Code amendment, Council consideration
required
Long - Term
- Private parking Iniatatives - identify properties, work with owner(s)
- CFD public parking iniatatives/parking garages - identify properties, outreach, bond
financing, create CFD|1010|Fiber
Optic
Infrastructure
H
1-6 months
6-18 months
FH, HT, Jefferson IT/PW/CDD
Short- Term
- Meet with Santa Monica, project scope
- Identify specific areas/path, infrastructure and budget
- Conduct outreach with businesses/property owners
Long - Term
- Council consideration and project implementation |1010|Marketing, Branding
&
Identity
H
1-6 months
6-18 months
Citywide ED/Consultant
Short - Term
- Conduct preliminary research
- Banner program research
Long - Term
- Draft RFP, Council consideration (WW, HT, FH)
- Outreach with City and individual districts
- Create broad based City branding campaign and logo/materials, etc.
- Brand Individual districts
East Washington - Hayden Tract - Downtown - Expo
Preliminary Summary of Outreach Comments & Follow-up
Economic Development Strategy - Outreach Discussion Items
ATTACHMENT 3
144
Area
Amenities
M
3-9 months
9-18 months
FH, HT ED/Planning
Short-Term
- Business attraction
- Develop electronic email database
- Temporary events, shops & services (art walks, monthly food trucks, farmers' markets,
printing, dry-cleaning)
Long - Term
- Code amendments
- Restaurant/service uses|1010|Local
Wayfinding &
Connectivity
H
1 -6 months
6 -18 months
Citywide
CDD/PW/
Transportation/
Consultant
Short Term
- Proximity Maps (market adjacencies - Expo, HT, AD, DT, Ballona Creek)
- Simple signage additions to existing wayfinding
- Trial shuttle
- Bike sharing
Long Term
- Wayfinding study, Council consideration, project implementation
- Bike lanes & bike path (Ballona Creek)
- Shuttle
- Security (lighting from Expo station)
- Pedestrian paths and other streetscape improvements|1010|Process
Improvement
Group
M 6 -18 months Citywide
CDD/PW/Fire
/Finance
/City Manager
Long Term
- Expediting
- Informational handouts (e.g., "How to Guide")
- Gross Receipt Tax review
- Review of City requirements, processes and solution orientation |1010|Business
Associations
H
3 - 9 months
9 -24 months
FH, HT, AD CDD/Consultant
Short Term
- Research Culver City Alliance (collaborative effort between the City and Chamber
dedicated to nurturing a vibrant, healthy and profitable business climate in Culver City).
- Conduct business outreach to determine interest
Long Term
- Council consideration
- District(s) establishment
***Responsible Party - Community Development Department (CDD), Public Works (PW), Information Technology (IT), Economic Development (ED), City Attorney (CA)
**Applicable Area - Fox Hills (FH), Hayden Tract (HT), Arts District (AD), Downtown (DT), West Washington (WW)
*Staff Prioritization - H - Immediate Need, M - Future Need.
ATTACHMENT 3
15Projects Priority* Duration Applicable Area** Responsible Party*** Work Program Tasks|1010|Increasing the
Parking
Supply
H
3-12 months
12-36 months
Citywide CDD/PW
Short-Term
- Reduced cost of metered parking (e.g., Washington near 405 in process) - Council
consideration required
- Email updates to affected businesses on parking projects
Long - Term
- Develop catalytic projects with surplus public parking |1010|Marketing, Branding
&
Identity
H
1-6 months
6-18 months
Citywide ED/Consultant
Short - Term
- Conduct preliminary research (west Washington is CC, freeway accessibility,
destination, cache)
Long - Term
- Draft RFP, Council consideration (WW, HT, FH)
- Outreach with City and individual districts
- Create broad based City branding campaign and logo/materials, etc.
- Brand Individual districts|1010|Area
Amenities
M
3-9 months
9-18 months
FH, HT, WW ED/Planning
Short-Term
- Business attraction to expand success of improvement areas
Long - Term
- Streetscape improvements to city westerly boundary |1010|Local
Wayfinding &
Connectivity
H
1 -6 months
6-18 months
Citywide
CDD/PW/
Transportation/
Consultant
Short Term
- Proximity maps
- Bike sharing, bike sharrows
Long Term
- Wayfinding consultant, Council consideration (identify Culver City from 405
Freeway/marina)
West Washington - Sepulveda
Economic Development Strategy - Outreach Discussion Items
Preliminary Summary of Outreach Comments & Follow-up
ATTACHMENT 3
165
Process
Improvement
Group
M
2-5 months
6-15 months
Citywide
CDD/PW/Fire
/Finance
/City Manager
Short - Term
- Economic development staff to assist projects through plan review and construction
Long Term
- Expediting (green iniatatives)
- Informational handouts (e.g., "How to Guide")
- Master studies (e.g., traffic)
- Development fees (e.g., tree fund)
- Review of City requirements, processes and solution orientation
**Applicable Area - Fox Hills (FH), Hayden Tract (HT), Arts District (AD), Downtown (DT), West Washington (WW)
***Responsible Party - Community Development Department (CDD), Public Works (PW), Information Technology (IT), Economic Development (ED), City Attorney (CA)
*Staff Prioritization - H - Immediate Need, M - Future Need.
ATTACHMENT 3
17