2011/11/08 City Council Resolution 2011-105RESOLUTION NO. 2011 -105
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF ROHNERT PARK
ADOPTING AN ECONOMIC DEVELOPMENT PROGRAM
FOR THE CITY OF ROHNERT PARK
WHEREAS, the City Council understands that economic development activities are
essential in order to improve the City's economy, its financial condition, the health and vitality of
our business sector, and the economic environment for our citizens; and
WHEREAS, in recognition of the importance of economic development, the City Council
adopted an Economic Development Plan for the City of Rohnert Park on August 24, 2010, and
WHEREAS, in recognition of the need to dedicate resources to economic development, the
City Council authorized a recruitment for the position of Economic Development Manager; and
WHEREAS, the Economic Development Manager is responsible for developing and
implementing effective economic development strategies and carrying out the City's Economic
Development Plan; and
WHEREAS, in order to support the Economic Development Manager and launch a
successful economic development program, the City established an Economic Development Team;
and
WHEREAS, at the October 25, 2011, City Council meeting the Economic Development
Team introduced an Economic Development Program for the City of Rohnert Park and sought
direction regarding priorities for the goals, objectives and strategies ; and
WHEREAS, based on Council consensus, staff has developed a final draft Economic
Development Program for approval by the City Council.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Rohnert
Park that it does hereby authorize and approve an Economic Development Program for the City of
Rohnert Park.
DULY AND REGULARLY ADOPTED this 8t" day of November, 2011.
CITY OF ROHNERT PARK
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ECONOMIC DEVELOPMENT PROGRAM
FOR THE CITY OF ROHNERT PARK
GOALS, OBJECTIVES, STRATEGIES
I. GOAL: BUSINESS RETENTION & EXPANSION
Objective: Identify and alleviate constraints to land use, permitting and the decision - making process
within the City of Rohnert Park.
A. Strategy: Work closely with City staff to identify, develop and carryout streamlined
procedures.
• Work with building staff to develop streamlined permit processing procedures
• Work with planning staff to ensure zoning supports desired business uses and does not conflict
with economic development strategies
• Work with planning staff to monitor major land use plans for consistency with the priorities of
the economic development strategy
• Work through planning staff to communicate the City' economic development goals and
strategies to the Planning Commission
Objective: Provide training opportunities to help existing businesses become more competitive.
B. Strategy: Through our workforce partners provide training opportunities to small
businesses.
• Work with Sonoma State University, Sonoma Mountain Business Cluster, Chamber of
Commerce, Small Business Development Center and Workforce Investment Board to increase
training opportunities for Rohnert Park businesses.
• Host /co- sponsor a minimum of three training events each year.
• Create awareness of training opportunities among business community through site visits,
marketing and website.
Objective: Assist businesses in finding capital and resources to expand their markets and create jobs.
C. Strategy: Develop content on City website that provides useful information to
businesses.
• Through City's website, provide access to:
• lenders, funding programs and resources such as traditional loans, government SBA
guaranteed loans, federal loans, California guaranteed loans, energy efficiency loans and
grants
• workforce partner websites
• training opportunities
• regional, state and national economic development organizations
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Objective: Eliminate economic and physical blight through private investment and financial incentives.
D. Strategy: Provide essential funding information to businesses through the City's
website, phone inquiries, site visits, training opportunities and forums.
• Connect businesses to lenders, funding programs and resources such as; traditional loans,
government SBA guaranteed loans, federal loans, California guaranteed loans, energy efficiency
loans and grants
• Implement Fa4ade Improvement and Commercial Rehabilitation Loan Program
Objective: Determine business needs and assist businesses who need support
E. Strategy: Conduct visits with a minimum of twenty existing businesses.
• Identify and visit largest manufacturing firms (i.e., 4 of employees)
• Identify and visit top 10 sales tax producers
• Develop and implement comprehensive visitation program incorporating all Rohnert Park
businesses
• Develop and implement Council Member visitation program
Objective: Ensure the community shares the economic development vision and that one unified
message is communicated
F. Strategy: Create forums for discussion between City staff and community and business
stakeholders.
• Work with City staff to develop ideas for hosting business forums that will encourage two -way
communication and create opportunities to collaborate and build support for the City's
economic development strategies
II. GOAL: BUSINESS ATTRACTION
Objective: Fill retail, industrial and commercial vacancies.
A. Strategy: Work with real estate agents and owners to market vacant properties to
interested businesses.
• Research and identify mechanism (i.e., software program) for listing /locating vacancies
• Research and identify large commercial realtors and develop ongoing relations and strategies to
jointly market available sites and identify businesses that are expanding or looking to relocate
• Develop relations with property owners to ensure that future changes in tenants /land use are in
accordance with the economic development strategy
B. Strategy: Work with Sonoma Mountain Business Cluster (SMBC) to place graduate
businesses in Rohnert Park
• Participate in SMBC efforts to cultivate relations between local brokers and business tenants
C. Strategy: Develop key marketing messages and brand that will be used to promote
Rohnert Park to potential new businesses.
• Meet with SSU and develop role for marketing students to become involved and contribute to
City's marketing efforts
• Focus on Rohnert Park's competitive advantages and strengths
• Develop relationships and seek input from local marketing professionals and associations
• Solicit input from the Sonoma County Tourism Bureau, California Association for Local Economic
Development, and other economic development professionals
D. Strategy: Develop marketing materials to incentivize businesses to locate in Rohnert
Park
• Solicit assistance from SSU's marketing and graphic arts students
• Develop /incorporate relevant demographics
• Integrate key marketing messages and brand
• Utilize knowledge of vacant properties to highlight potential sites
E. Strategy: Establish network for marketing using the following resources and vigorously
explore opportunities to expand the reach of Rohnert Park's marketing efforts.
• City website
• Community newspaper
• Business promotions
• Chamber newsletter
• Community events
F. Strategy: Develop strategies for attracting fine dining establishments and popular
restaurants to Rohnert Park
• Work with the California Restaurant Association and California Association for Local Economic
Development
III. GOAL: PROMOTE ECONOMIC DEVELOPMENT THROUGH EXISTING ACTIVITIES
Objective: Signal the City's strong commitment to economic development
A. Strategy: Adopt resolution supporting the City's strategy in strengthening the
economic base of Rohnert Park
• Develop resolution for adoption that clearly communicates the Council's commitment to
economic development
Objective: Establish an inter - departmental team to support economic development in Rohnert Park
B. Strategy: Train City staff on ways to identify opportunities and contribute to the City's
economic development efforts
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• Work with the California Association of Local Economic Development (CALED) to conduct
trainings sessions with staff beginning with the executive team and their department managers
C. Strategy: Conduct customer service training sessions with staff at all levels of the
organization
• Work with CALED to develop and conduct training sessions
D. Strategy: Communicate the economic development vision to the community and
business stakeholders
• Leverage opportunities for City staff and the City Council to communicate the economic
development vision with stakeholders at community events and during one -on -one visits with
businesses and community partners
IV. GOAL: LEVERAGE REGIONAL RESOURCES TO PROMOTE ECONOMIC DEVELOPMENT
Objective: Increase economic development success by participating in regional efforts
A. Strategy: Cultivate working relationship with regional agencies
• Establish one or more visits per year
• Attend regional meetings
B. Strategy: Partner on projects, programs and funding opportunities with organizations
such as;
• Sonoma County Economic Development Board
• Sonoma State University
• Small Business Development Board
• Sonoma County Tourism Bureau
• Sonoma Mountain Business Cluster
• iHub
• Workforce Investment Board
• Innovation Action Council
• California Association for Local Economic Development
C. Strategy: Develop opportunities for SSU students to become engaged and contribute
to City's economic development efforts
• Meet with SSU and develop opportunities for students to become involved and contribute to
City marketing efforts
• Seek opportunities to engage in joint marketing efforts with SSU
• Work with tech -savvy SSU students to develop innovative programs /applications for use on the
web and smart phones
• Leverage research capabilities of the Sonoma County Economic Development Board (EDB) with
the research resources of SSU's students to build business resources
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V. GOAL: PROMOTE TOURISM AND ENHANCE QUALITY OF LIFE FOR ROHNERT PARK RESIDENTS
Objective: Bring residents and visitors together to enjoy local events and communities amenities
A. Strategy: Support efforts of City staff and community partners to promote Rohnert
Park through a unique mix of venues and gathering places
• Inventory community /economic assets with a focus on our competitive advantages and
strengths
• Work with Theatre Manager and Recreation Services Manager to develop strategies for how
Economic development staff can promote and contribute to the success of community events
and theatrical productions that capture more of the local and regional expenditures
• Work with Sonoma County Tourism Bureau, Chamber of Commerce and hotel marketing
departments to develop cooperative marketing and promotion programs designed to capture a
larger share of regional visitors
VI. GOAL: CREATE A STRONGER LOCAL ECONOMY AND STIMULATE JOB CREATION THROUGH
PRUDENT INVESTMENTS IN THE PUBLIC INFRASTRUCTURE
Objective: Draw on available resources to build public infrastructure including recreational amenities
A. Strategy: Leverage new and existing resources to create opportunities for investment
in public infrastructure.
• Work with Public Works and Engineering staff to identify projects that will promote economic
development
• Work with state and regional agencies such as the California Association for Local Economic
Development and the Sonoma County Economic Development Board to find additional funding
mechanisms and resources to build city infrastructure
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