HomeMy WebLinkAboutCED Economic Development Strategic Plan____________________________________________________________________________________
FOR CITY CLERK ONLY
Council Meeting: June 3, 2024
Disposition: Accepted report
Agenda Item No: 6.b
Meeting Date: June 3, 2024
SAN RAFAEL CITY COUNCIL AGENDA REPORT
Department: Economic Development
Prepared by: Micah Hinkle,
Community & Economic
Development Director
Stacey Laumann,
Economic Development
Program Manager
City Manager Approval: ______________
TOPIC: ECONOMIC DEVELOPMENT STRATEGIC PLAN
SUBJECT: ECONOMIC DEVELOPMENT STRATEGIC PLAN ANNUAL REPORT
RECOMMENDATION:
Accept the report.
BACKGROUND:
On May 15, 2023, the City Council adopted the San Rafael Economic Development Strategic Plan
(EDSP), the first economic development strategic plan since the dissolution of the redevelopment agency
in 2012 and the first EDSP evaluating the entire City. The EDSP was the result of a yearlong process of
outreach, information gathering, and analysis.
The EDSP provides a playbook for the City’s economic development efforts over three to five years. As
this plan was developed on the heels of the COVID-19 pandemic, a heightened focus was placed on
economic vitality, and the City Council identified strategic efforts to strengthen the San Rafael economy
and create greater resiliency for future economic downturns. The plan covers several key areas of
opportunity, including the potential for increased tourism, improvements in the downtown area, growth of
the industrial sector, and financing models to meet needed infrastructure and program costs.
The EDSP builds upon the San Rafael General Plan 2040 Economic Vitality Policies: EV1.1 - Quality of
Life; EV1.2 - Strategic Planning; EV1.3 - Relationship Building; EV1.4 - Business Retention and Support;
EV1.5 - Business Attraction; EV1.6 - Monitoring; and EV1.7 - Marketing and Branding.
There are seven target areas of the EDSP, which outline focus areas for the City to achieve its economic
goals:
SAN RAFAEL CITY COUNCIL AGENDA REPORT / Page: 2
1. Support Business / Development
2. Downtown Reimagination
3. Analyze Implementation of EIFD
4. Strengthen Local Partnerships
5. Attract High-Tech Industrial Uses
6. Outreach for Private and Business Development Opportunities
7. Workforce Development Programs
This report is an annual update to the City Council. City staff also presented a summary of EDSP progress
to the San Rafael City Council Economic Development Subcommittee on March 8, 2024.
ANALYSIS:
The EDSP identified thirty-one action items over a five-year planning horizon. A dashboard of items
(Attachment 1) estimated the workload, cost, and timeline for each item, contingent on resources for
implementation. Given staffing resources and the Economic Development Departmental budget, nine
items are in the process of being implemented, and seven items are in development. The status of all
items is listed in Attachment 2.
The discussion below highlights six key action items that were implemented in the first year of this plan.
Action Item 1.1- Business Expansion, Attraction, Retention – San Rafael GO Program.
The San Rafael GO program was launched in April 2024, with a stated objective to Simplify City Process,
Amplify Business Potential. This business retention and attraction program is focused on helping
businesses and developers navigate regulatory processes and connecting businesses with the resources
available in Marin County’s economic development ecosystem. Economic Development staff provide
process navigation support by being a primary point of contact for business and/or development
questions. To provide financial and technical assistance, staff also refer business inquiries to other
strategic partners, for example, the San Rafael Chamber of Commerce, Marin Small Business
Development Center, and the County of Marin for food safety issues.
San Rafael GO program marketing material has been launched with the identifiable brand “San Rafael
GO” (Attachment 3), with web and print material provided in English and Spanish. Materials could be
further translated into other languages as demand requires.
Action Item 1.2 - Technical assistance programs.
To bring no-cost business development tools to the community, San Rafael has implemented a web-
based site selection and data analysis tool. Zoom Prospector is available on the City’s website and allows
property searches for lease and sale, with the ability to filter for multiple criteria. In Q3 and Q4 of this
year, staff will engage community partners to utilize this tool and promote its use within the community,
particularly in the Canal and Northern San Rafael, where there is an opportunity to expand industrial
business uses.
Action Item 2.2 - Explore conversion of the BID to a PBID.
To facilitate focus area #2, Downtown Reimagination, staff will engage a consultant to explore the
conversion of the Downtown BID to a Property Based Improvement District (PBID). A request for
proposals from PBID formation consultants was published on May 28, 2024, and staff expects to have a
consultant under contract in Q3 2024. The PBID formation process, including research, community
engagement, program design, and District approval, is anticipated to occur over approximately 18
months.
SAN RAFAEL CITY COUNCIL AGENDA REPORT / Page: 3
Action Item 3.1 - Conduct an Enhanced Infrastructure Finance District (EIFD) feasibility analysis
and develop a plan for formation.
An EIFD is an economic development tool that utilizes tax increment financing to pay for needed
infrastructure within certain established boundaries. This financing tool could provide for accelerated
infrastructure improvements or enhancements for the community, including affordable housing and
climate resiliency projects. San Rafael engaged Kosmont Companies to produce an EIFD feasibility
analysis. The report was completed in March, and staff will present the findings of the draft report to the
Economic Development Subcommittee of the City Council in the Summer of 2024.
Action Item 4.5 - Arts programming.
The City is coordinating with arts organizations to administer a $709,890 grant from the California Arts
Commission (CAC) for the Downtown San Rafael Arts District (DSRAD). Grant funds are augmenting
existing downtown arts programs and funding new public art and events with the intent of increasing
public access to art and increasing economic vitality in downtown San Rafael. Examples of DSRAD
funded activities include support for The Canal Arts mural projects, mural collaborations in public schools
and on private buildings downtown, and celebratory commercial window displays. In collaboration, City
staff are also working toward a long-term arts and economic vitality strategy for the City. In May 2024,
the CAC awarded the DSRAD an additional $38,461 (included in the total grant amount above) to conduct
a cultural asset mapping exercise, which will be completed by December 2024. All CAC grant funds must
be expended by June 2025.
Action Item 6.4 - Cannabis businesses opportunities.
The City hosted a cannabis industry convening on February 27, 2024. Discussions focused on the difficult
State regulations on cannabis operators and the financial challenges faced by operators caused primarily
by constraints in banking and taxation burdens. The impact of these issues is seen in the nearly 50%
decline of annual cannabis tax revenue from 2021 to 2024, from over $600,000 to just over $300,000.
There are available licenses in all cannabis license types currently allowed in San Rafael. The City has
received minimal inquiries requesting new licenses.
Two license types not currently allowed in San Rafael are retail cannabis storefront and micro-licenses
(allows small manufactures to produce and sell direct to consumers). With the state of the cannabis
industry in California, staff will continue to monitor the market and potential growth opportunities for
modifying the local regulations. In addition, enforcement of illegal hemp derived products and sales of
non-permitted cannabis products have been accelerated with partnerships with the State of California
Department of Cannabis Control and the California Department of Tax and Finance Administration.
Performance Metrics
Table 1 - Cannabis Licenses by Type
Allowed Awarded
Active
2020
Active
2024
Distribution (State License Type 11) – 1% Tax 4 4 3 3
Infused Product Manufacturing (State License Type N)
- 3% tax 10 6 4 3
Delivery (State License Type 9) - 4% tax 8 5 5 5
Testing Lab (State License Type 8) – 1% Tax 4 1 0 0
Total: 26 16 12 11
SAN RAFAEL CITY COUNCIL AGENDA REPORT / Page: 4
The EDSP recommended eleven performance metrics to track progress and determine what barriers to
economic development continue to exist. These targets roll up to the City’s Goals and Objectives. In year
one of the EDSP (2024), staff focused on establishing the programs and systems to support the plan.
Staff are working with the Digital Services team and other collaborators to refine EDSP metrics. Progress
will be articulated and reported to the City Council following year two of the plan (2025).
1. BEAR Program Participation - Track number of BEAR program participants, investment
captured, and jobs created.
2. Annual Reports on EIFD Funding - Identify the revenues received and specify the planned
investments.
3. Commercial Building Permits in Key Areas - measure commercial developer interest.
4. Assessed Value of Commercial and Industrial Property - show increased private sector
investment.
5. Number and Type of Business Licenses - measure new business formations.
6. Employment by Industry - show success in commercial and industrial business attraction and
employment growth.
7. Sales Tax Revenues by Geographic District - measure success in attracting businesses and
economic activity.
8. Hotel Tax Revenues - measure success in attracting more visitors.
9. Hotel Visitor Survey - identify types of visitors, short term vs longer term stays.
10. Annual Survey of Business Owners - identify issues regarding the City’s permitting and zoning
process and other programs to inform City staff of progress and shortcomings.
11. Special Event Data: number of events, attendance, estimates- show success of community
outreach efforts, revitalization efforts, and general marketing
COMMUNITY OUTREACH:
The Economic Development Strategic Plan was vetted through multiple City Council Economic
Development Subcommittee meetings and approved by the City Council on May 15, 2023. The annual
progress report update was reviewed by the City Council Economic Development Subcommittee on
March 8, 2024, and comments were received from the San Rafael Chamber of Commerce and Downtown
Business Improvement District.
FISCAL IMPACT:
There is no fiscal impact associated with this report.
RECOMMENDED ACTION:
1. Accept the report
2. Reject the report
3. Request Staff return with additional information
ATTACHMENTS:
1. Economic Development Strategic Plan Dashboard of Implementation Items
2. Economic Development Strategic Plan Status Matrix
3. San Rafael GO program brochure (English & Spanish)
Attachment 2
ECONOMIC DEVELOPMENT STRATEGIC PLAN ANNUAL REPORT
Status Matrix
Action Item Timeframe Status Collaborators/ Resource Status/Activity as of April 2024
1: Support Businesses / Development
1.1 'San Rafael GO' (BEAR) Program Year 1 Implementing Brochure printed in English & Spanish. Website updated; integrated GO brand,
improve navigation. Staff facilitating inquiries, supporting business inquiries.
1.2 Technical Assistance Programs Year 1-2 Developing Marin SBCD, Canal Alliance Marin SBDC providing Spanish business marketing series May 2024, city sponsored
programming.
1.3 Business Development Data Ongoing Implementing Tools: GIS Planning, CoStar Staff resources limited to analyze data that is available through Zoom Prospector,
Costar and other tools.
1.4 Bilingual Staff Ongoing Developing Marin SBDC Marin SBDC has bilingual resource staff. City sponsored program. Need to develop
additional bilingual resources.
1.5 Entrepreneurial Events Year 1 Not Started San Rafael Chamber of Commerce,
Marin SBDC
City sponsors Chamber of Commerce., Marin SBDC programs. Additional staff
capacity needed to implement a 'Shark Tank' type entrepreneurial program. Push to
Year 2-3.
2: Downtown Reimagination
2.1 Business Programs Year 3-5 Not Started not started
2.2 Explore conversion of the BID to a PBID Year 1 Implementing San Rafael Chamber / BID Staff reorganization has delayed the start of this work. RFP for consultant issued
May 28, 2024.
2.3 Evaluate publicly owned sites for reuse Year 2-3 Developing 519 4th Developer selection Successful RFP and selection of affordable housing developer on city owned
property at 519 4th Street.
2.4 Placemaking physical improvements Year 3-5 Developing Downtown San Rafael Arts District Launched Downtown Sidewalk Activation Pilot Program. Working with DSRAD and
property owners to fill vacant window fronts with visually stimulating content.
Future activities needed to implement Downtown Strategic Plan.
2.5 Other physical enhancements Year 3-5 Not Started
2.6 Marketing / social media Ongoing Developing San Rafael GO program materials Additional staff capacity needed for active marketing & social media. Possibly work
with Chamber or other partners.
3: Analyze Implementation of EIFD
3.1 Feasibility analysis / plan Year 1 Implementing Kosmont performing feasibility
analysis
Feasibility draft analysis completed. City Management review phase May 2024.
3.2 Explore County Partnership Year 1-2 Developing County Administrator
3.3 Pursue Grants Ongoing Not Started Additional staff capacity needed.
4. Strengthen Local Partnerships
4.1 Explore tourism funding models Year 1-2 Developing Marin CVB Q3 2024 convene conversation with County of Marin Economic Development,
Marin CVB and Chamber of Commerce.
4.2 Explore / expand event and programming Year 2-3 Developing Tracking and facilitating downtown events, in collaboration with promoters, and the
Downtown BID.
4.3 Marketing partnerships Year 1 Implementing Arts organizations; CVB
4.4 Tourism partnerships Year 1 Developing Completed periodic marketing strategy review with Marin CVB.
4.5 Arts programming Year 1 Implementing DSRAD implementation Drafting Downtown San Rafael Arts District activation plan with arts collaborators.
Distributing grant funds to implement arts programming 2023-2025. Collaborating
with Marin County Cultural Division on county emerging strategies to expand arts.
4.6 Collaborate with service organizations Year 2-3 Not Started
2 of 2 5/5/2024
Attachment 2
ECONOMIC DEVELOPMENT STRATEGIC PLAN ANNUAL REPORT
Status Matrix
Action Item Timeframe Status Collaborators/ Resource Status/Activity as of April 2024
5: Attract High-tech Industrial Uses
5.1 Revise zoning / processes for industrial use Year 3-5 Not Started
5.2 Pursue new industrial sectors Year 1-2 Developing Commercial Broker community Actively pursuing leads on for underutilized industrial lands.
5.3 Evaluate tech industrial overlay zoning Year 2-3 Not Started
5.4 Conduct outreach to businesses, industry
groups
Year 1-2 Implementing Supporting BioMarin expansion project. Participating on East San Rafael Working
Group of the Chamber to spur outreach and industrial lands investment.
6: Outreach for Private / Business Development
Opportunities
6.1 Identify / analyze sites for reuse Year 1-2 Implementing Supporting business inquiries through concierge-style customer service.
Implemented Zoom Prospector web tool for site selection and market research.
Additional staff resources needed for deeper analysis and intervention.
6.2 Outreach / collaborate with property owners Year 1-2 Implementing Supporting business inquiries through concierge-style customer service. Plan for
future industry convenings, including commercial real estate, medical tech, and
creative economy.
6.3 Pursue businesses / developers Year 2-3 Implementing Actively engaging commercial broker community to understand market challenges.
6.4 Cannabis businesses opportunities Year 2-3 Developing Cannabis Business Summit meeting
March 2024
Cannabis Industry convening held March 2024. Licensed businesses declining. No
license volume expansion necessary at this time. Researching micro-license.
6.5 Update Mobile Vendor Ordinance Year 2-3 Not Started
7: Workforce Development Programs
7.1 Coordinate with orgs. for workforce
development
Year 3-5 Developing County of Marin Engaging with new County Economic Development Coordinator on County-wide
strategies.
7.2 Conduct outreach to local businesses/ orgs. Year 3-5 Not Started
2 of 2 5/5/2024
@ San Rafael GO
Simplify City Processes,
Amplify Business Potential.
Economic Development Assistance
We are building on our solid
economic foundation with new
players that can benefit from San
Rafael's talent pool and regional
position and welcome your
investment and interest.
-Mayor Kate Colin
~ (415) 485-3134
@J cityofsanrafael.org/GO
~ econ.dev@cityofsanrafael.org
SAN RAFAEL
THE CITY WITH A MISSION
From major development permit entitlement to minor tenant
improvements, we offer enhanced customer support so that you
can make the best business decision.
•
Site Selection Assistance
Find the right location with connec tions to brokers and property
owners, zoning information, and infrastructure requirements.
Access our free real estate and business data tools to speed and
inform your search .
Process Coordination
Our economic development specialists will coordinate
communication among city staff to increase your project's
certainty .
• Small Business Assistance
Through a network of partners, we can connect you to
financial, workforce, and technical resources.
I SAN RAFAEL !!J __ 1:1:!J � (415) 485-3134
@) cityofsanrafael.org/GO
THE CITY WITH A MISSION r::I■.. 1:.1 [8:1 econ.dev@cityofsanrafael.org
@ San Rafael GO
Simpliflcar Procesos Municipales ,
Ampliflcar Potencial Comercial.
Asistencia para Desarrollo Econ6mico
y un ava nzado sistema de producci6 n
indust ria l. Estamos co nst r uye ndo
sob re n uest ra s6 1ida base eco n6mica
co n n uevos acto res que se puede n
be nencia r de u na gran rese rva de
ta lento y u na posici6 n regio nal que
le da la bie nve nida a sus inte reses e
inve rsio nes .
-Alcaldesa Kate Colin
~ (415) 485-3134
~ cityofsanrafael.org/GO
1:8:J econ.dev@cityofsanrafael.org
SAN RAFAEL
THE CITY WITH A MISSION
Desde derecho a permisos para grandes obras de desarrollo hasta
pequenos arreglos para inquilinos, nosotros ofrecemos atenci6n al cliente
mejorada para que usted pueda tomar las mejores decisiones de negocios.
•
•
Asistencia para seleccionar el lugar
Acceso gratuito a nuestras herramientas de datos sobre bienes
rafces y negocios para acelerar e informar su busqueda .
Coordinaci6n de procesos
Nuestros especialistas de desarrollo econ6mico coordinaran la
comunicaci6n entre el personal municipal para mejorar la certeza
de su proyecto .
Asistencia para pequenos comerciantes
A traves de nuestra red de asociados podemos conectarlo con
una serie de recursos tecnicos, flnancieros y de fuerza laboral.
SAN RAFAEL !!I __ l:l!J I
THE CITY WITH A M ISSION l!l. .
~ (415) 485-3134
@) cityofsanrafael.org/GO
[8:1 econ.dev@cityofsanrafael.org