atascadero economic development strategic plan progress report february 24, 2009 presented by doug...
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Atascadero Economic Atascadero Economic Development Strategic PlanDevelopment Strategic Plan
Progress ReportProgress Report
February 24, 2009February 24, 2009
Atascadero Economic Atascadero Economic Development Strategic PlanDevelopment Strategic Plan
Progress ReportProgress Report
February 24, 2009February 24, 2009Presented by Doug Svensson, AICPApplied Development Economics, Inc.
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Process TimelineProcess TimelineProcess TimelineProcess Timeline
Timeline June-October 2008 October – February, 2009
January – May, 2009
Work Program
SWOT AssessmentMarket AnalysisRetail Analysis
Fiscal StudySite Assessments
Identify Economic
Development Goals
Define Product
Prepare Strategic Plan
Public Input
InterviewsFocus Groups
Household SurveyCity Council
Meetings
Public Forum City Council
Meetings
City Council Meetings
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Retail Market OverviewRetail Market OverviewRetail Market OverviewRetail Market Overview
Per capita taxable sales are lowNon-taxable grocery and drug store sales are highHome improvement sales have been high but are threatenedNew auto sales are low and are threatenedAtascadero gets some visitor spending for gasoline, fast food and specialty retail
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Shopper Satisfaction Shopper Satisfaction SurveySurveyShopper Satisfaction Shopper Satisfaction SurveySurvey
Store Selection: Very negative with over 75% unsatisfied or extremely unsatisfiedStore Quality: Generally negative with 59% unsatisfied or extremely unsatisfiedStore Prices: Generally neutral with 39% neither satisfied nor unsatisfiedParking: Very positive with 68% satisfied or extremely satisfiedStore Hours: Generally positive with 55% satisfied or extremely satisfied
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Retail Store Type PotentialRetail Store Type PotentialRetail Store Type PotentialRetail Store Type Potential
ApparelWomen’s and Men’s clothingFamily clothingShoes
General MerchandiseBig Box rather than Department stores
Specialty RetailBooksOffice SuppliesSporting Goods
FoodFine Dining
Home FurnishingsFurnitureAppliances/Electronics
AutomobileNew Cars
EntertainmentMovie TheatersArt galleriesMusic venues
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Retail/Services Retail/Services RecommendationsRecommendationsRetail/Services Retail/Services RecommendationsRecommendations
Concentrate high dollar volume regional center at Del Rio Rd.Focus on higher quality apparel, dining, specialty retail in Downtown Consider consolidating strip commercial over time to focus market strength DowntownEncourage major centers on El Camino south of Downtown to renovate and stay freshContinue to focus office development on Morro Rd.
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Tourism – Key Issue is to Tourism – Key Issue is to Promote the City’s Promote the City’s AuthenticityAuthenticity
Tourism – Key Issue is to Tourism – Key Issue is to Promote the City’s Promote the City’s AuthenticityAuthenticity
Stronger mix of local attractions would bolster lodging marketGreater focus on tourism in Downtown could strengthen arts colony, historical assets, retail market Need to brand Atascadero as a niche destination within the CountyEagle Ranch could add to mix of attractions
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Job Development: “An Incubator Job Development: “An Incubator of Innovative Industries”of Innovative Industries”Job Development: “An Incubator Job Development: “An Incubator of Innovative Industries”of Innovative Industries”
Food and Beverage ProductsNew Media ArtsEnergy/Clean technologyElectronicsWorkforce Training
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Site AnalysisSite AnalysisSite AnalysisSite Analysis
Del Rio Rd. sites can support most major retail with potential in AtascaderoSites north of Del Rio on El Camino could be auto center, or business parkEfforts to redevelop older industrial sites could help small business growthEagle Ranch should have an economic development componentAtascadero should encourage small business development rather than major employers
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Public ForumPublic ForumPublic ForumPublic Forum
November 22 at Colony Park Community Center GymAbout 70 participants comprising eight discussion groupsAgenda
Overview of Research FindingsDiscussion About Desirable Business TargetsDiscussion about Economic Development Goals
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Public Forum –Business Public Forum –Business TargetsTargetsPublic Forum –Business Public Forum –Business TargetsTargets
Retail Colony Square and creek-side retailImprove quality of apparel, restaurants, auto salesServe regional market better with general merchandise
Tourism“Gateway to the Central Coast”Focus on arts, history, wine and equestrian specialtiesNew events such as cook-off, farmers market, use of Stadium ParkEncourage bed & breakfasts as well as a conference centerCarry out master plan for the zoo and the walking/ biking network – family focus
JobsHigh-tech, green, small scaleProcessing of agricultural specialties as well as wine supplies“Central Coast Training Institute”Fiber optic infrastructure and Wi-Fi DowntownHealth care/government/home-based call center
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Public Forum – GoalsPublic Forum – GoalsPublic Forum – GoalsPublic Forum – Goals
Strong retail environmentHub for tourismFocus on quality of jobs rather than quantityCenter for educational training“Come for celebration and recreation, stay for opportunity and community”
Downtown GoalsDowntown GoalsDowntown GoalsDowntown Goals
Atascadero’s downtown is a lively place for business, entertainment, arts, and public gatherings. Atascadero facilitates the transition of the downtown into a synergistic entertainment, cultural, and specialty shopping area.
OBJECTIVES:Colony Square successfully connects the Sunken Gardens,
Stadium Park and Colony Way to create a vibrant commercial core.The development in Downtown includes features to support the
City’s Tourism Marketing Plan in terms of creating venues for art showings, events such as the Art Walk, fine restaurants, and entertainment venues to attract tourists as well as local residents.New development in Downtown features mixed-use to increase
the intensity of activity.14
Retail GoalsRetail GoalsRetail GoalsRetail Goals
Atascadero provides a broad range of retail stores so that residents and visitors can meet most of their shopping needs locally.
OBJECTIVES:Encourage a broad range of retailers to locate within the city.Support development of major commercial centers at the Del Rio Road
interchange.Re-capture at least 50 percent of retail leakage within five years, 75
percent of retail leakage within 10 years.Concentrate retail at major nodes along El Camino Real.Re-develop selected strip malls into R & D industrial space, Class A office
space, high density residential or a mix of these uses.Create a transit line for El Camino. For long term, consider a Curitiba-like
fixed route bus system for El Camino, connecting nodes with each other and downtown. Seek to concentrate commercial retail and office capacity in downtown
core. 15
Tourism GoalsTourism GoalsTourism GoalsTourism Goals
Atascadero is the gateway and hub for visitors to the Central Coast, providing lodging, recreation, entertainment, and unique shopping and cultural opportunities.
OBJECTIVES:Leverage its central location and access to San Francisco, Los Angeles, and
Fresno to enhance its tourism industry. Increase the number of venues for performing arts and other cultural events,
including Stadium Park if resources are available to improve it. Increase the number of special events that attract visitors. Explore the feasibility of developing Eagle Ranch into a venue for attracting
business and leisure visitors. Enhance existing attractions to accommodate larger events and more business
and leisure travelers. These include the golf course, the zoo, and the parks. Ensure that new commercial development includes space for restaurants
wherever appropriate, especially in the Downtown. Advocate for improvements to Highways 41 from Fresno and 46 from
Bakersfield.Explore and if feasible develop equestrian event center (see Sycamore Trails
Stables, San Juan Capistrano).16
Job GoalsJob GoalsJob GoalsJob Goals
Atascadero supports innovative businesses, particularly those in emerging environmental and information technology fields
OBJECTIVES:Focus business attraction and development on existing available
sites, using redevelopment authority/resources where possible to help remove development barriers.Support growth of economic opportunity areas, including alternative
energy, graphics, new media, food and beverage, electronics etc.Increase market area for local businesses by advocating for safety
improvements along Highways 41 and 46 to Central Valley.Support installation/enhancement of Wi-Fi, broadband infrastructure.
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Quality of Life GoalsQuality of Life GoalsQuality of Life GoalsQuality of Life Goals
Atascadero is an inviting community to work, shop, and play.
OBJECTIVES:Maintain the City’s rural feel through good planning.Explore the feasibility of equestrian-focused residential development.Genuine civil discourse is displayed throughout the community.
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Workforce GoalsWorkforce GoalsWorkforce GoalsWorkforce Goals
Atascadero is a center for workforce education and training.
OBJECTIVES:Leverage existing assets to promote seminars and specialized education.Work toward establishment of a center for specialized training.
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Council Discussion of Council Discussion of GoalsGoalsCouncil Discussion of Council Discussion of GoalsGoals
Feedback on findingsDiscussion
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ADE Scope of WorkADE Scope of WorkADE Scope of WorkADE Scope of Work
Public Involvement ProcessSWOT AnalysisIndustry and Tourism Market AnalysisComprehensive Retail AnalysisFiscal AnalysisSite Suitability Analysis
Market Positioning ReportRecruitment StrategyBusiness Retention and Expansion ProgramWorkforce Development StrategyCommunications StrategyEconomic Development Action Plan
Service Costs by Land UseService Costs by Land UseService Costs by Land UseService Costs by Land Use
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Net Fiscal Benefit by Land Net Fiscal Benefit by Land UseUseNet Fiscal Benefit by Land Net Fiscal Benefit by Land UseUse
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SWOT AnalysisSWOT AnalysisSWOT AnalysisSWOT Analysis
PurposeS—StrengthsW—WeaknessesO—Opportunities-external trends that create possibilitiesT—Threats-external trends that bring more challenges
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SWOT FindingsSWOT FindingsSWOT FindingsSWOT Findings
StrengthsLocationAmenities & Attractions Freeway InterchangesHistoric InterestHigh Household IncomesRedevelopment Agency and ProjectsRetail SitesWater SupplyEngaged Citizenry
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SWOTSWOTSWOTSWOT
WeaknessesLack of Consensus on Growth & DevelopmentHigh Share of Government Jobs & WorkersUnder-utilized Strip Malls/DowntownDeclining School EnrollmentsDifficulty Recruiting Young, Creative Workers; High Housing CostsHigh Maintenance Costs for Road SystemSmall sites for Office/Industrial DevelopmentLimited Air Services
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SWOTSWOTSWOTSWOT
OpportunitiesLocation-independent BusinessesWine Processing & TourismArts ColonyIncreasing RetireesGrowing Population in San Joaquin ValleyIncreased Investment in “Green Business”Redevelopment of Under-utilized ParcelsEagle Ranch