Economic Development Matrix Issues/Concerns Raised by Community Members at the March 6, 2013 Meeting Suggested Summary Statements by Staff Revisions/Edits by Community Members at the April 3, MainStreet Principle #1 - Organization: 1A. Data o Look at the big picture o Common Goal? o Need survey to gather factual information of needs - Tangible o Community survey of what the community needs o Talking/partnering with local hotels to understand visitor profile o Ashland and Cherryland household median income is the lowest in the East Bay - Have different needs compared to other communities o Analyze data (sales tax, employment, tenant mix, demographics) 1B. Roles & Responsibilities o Eden Area/Castro Valley Chamber (in process) - Survival - Improvements o What should the Chamber of Commerce do for the money it receives? o Eden Area/Castro Valley Chamber o Advocate and attract businesses o Economic development o Form different organization to attract and support businesses o Business Improvement District o What is the role of Alameda County in terms of Economic Development? o Utilize Bill Lambert more clarify his roles Analyze market data by each community and the Eden Area as a whole. Develop an economic development vision for each of the Eden Area communities based on the data. Analyze data and obtain data that is missing to develop a better understanding of each community and the Eden Area as a whole. Define the role of the Eden Area/Castro Valley Chamber of Commerce and Bill Lambert as the Economic Director for Alameda County, so they are coordinated and clarified. Consider the feasibility of Business Improvement Districts within the Eden Area. Consider the need for other economic development agencies within the Eden Area. Added: Make the raw data available to the community Define the role of the Eden Area/Castro Valley Chamber of Commerce. Define how the Eden Area/Castro Valley Chamber and Economic Development Director s combined roles are coordinated. 1
Issues/Concerns Raised by Community Members at the March 6, 2013 Meeting Suggested Summary Statements by Staff Revisions/Edits by Community Members at the April 3, 1B. Roles & Responsibilities continued o Increase community involvement o County accountability to community o Eliminate corruption o Partnership and collaboration between service providers (in process) o Partnership and collaboration across service providers (in process) o Coordination of government services and regulations o Principles and ethics o Policy versus different communities 1C. Planning Department, Building Department, and Code Enforcement o Does zoning support economic development? o Economic planning for EALI area should be strategic o Zoning, zoning, zoning too specific o Update County zoning - Improved specific plans for each district/area - Regular review of plans o Guidelines for the Castro Valley MAC on applications for new businesses o Update Castro Valley Downtown Plan o Update downtown specific plan o Better coordination between Building, Planning, Zoning, etc.- Restructure? o Update Ashland/Cherryland Specific Plan and all other plans o Update specific plan for Ashland and Cherryland (in process) o Community sounding board to vet new development ideas (MAC in Castro Valley and a body of people for Ashland, Cherryland, and San Lorenzo) Moved to Governance Visioning Group o Zoning flexibility o Fast track zoning changes 2 Obtain community input. Survey Eden Area residents, property owners, and businesses regarding service and needs. Work in collaboration with all economic development interests including the community, the County, Chambers, and other services providers. Ensure the transparency and accountability of economic development organizations in the Eden Area. Clarify and streamline the permit process. Revise zoning regulations to increase business diversity. Update specific plans for each Eden Area community. Develop guidelines for the Castro Valley MAC regarding new business applications. Improve coordination between Building, Planning, Zoning to ensure user-friendliness. Clean- up the non-conforming use policy. Update business related county ordinance(s). Increase blight enforcement. Fund and prioritize code enforcement. Ensure the transparency and accountability of county in the areas of CDA staff, public works staff as it relates to Economic Development. Update Specific Plans/regulating (every 10 years) for each Eden Area Community. Update business-related county ordinance(s) and fee structure. Remove Increase blight enforcement and Fund and prioritize code enforcement Revise to Increase funding for code enforcement
o Create Eden Area Specific Plan broken down by communities o Streamline county process o Have a more receptive County o One stop permit and licensing process (in process) o Cost reduction effort o Clean up the non-conforming use policy - Stop losing business opportunities o Update sign ordinance Streamline o Create solutions for specific communities o Code Enforcement - Move away from complaint driven - Be proactive - Have some flexibility in code review o More code enforcement in the unincorporated area (especially Cherryland) o Code enforcement o Blight elimination o Code enforcement/beauty and safety o Code enforcement for blight o Eden Area should not be a dumping ground staffing, and prioritize code enforcement so it can be proactive. 3
Issues/Concerns Raised by Community Members at the March 6, MainStreet Principle #2 - Design: 2A. Infrastructure o Continue streetscape improvement (in process) o Improvement of Cherryland corridors Mission/Meekland/E 14 th (in process) o Plaza for gathering in each community - Add water feature o Encourage public gathering spaces o Ashland and Cherryland need basic infrastructure for businesses o Good lighting o Business area has to look and feel right o Reconfigure the Adobe Center Park o Create community retail - A heart of the neighborhood o San Lorenzo Theatre - Paint - Fix Light Beacon - Update façade - Fix marquee 2B. Branding & Identity o Gateway and freeway signage for Ashland, Cherryland, Castro Valley (Redwood and A Street), and San Lorenzo (in process) o Individual seals and logos for the communities within the unincorporated area o Logos o Fund/implement Façade Improvement Grants Suggested Summary Statements by Staff Fund and prioritize new design and construction initiatives. Continue streetscape improvements in the business areas. Develop civic plazas for each community. Gateway and freeway signage for Ashland, Cherryland, Castro Valley (Redwood and A Street), and San Lorenzo Developing branding for each Eden Area community. Fund/implement Façade Improvement Grants Revisions/Edits by Community Members at the April 3, Prioritize and fund new design and construction initiatives Public transit, bikes, and walkability Traffic circulation review by businesses Transit mix Need specific projects Green open space 4
Issues/Concerns Raised by Community Members at the March 6, MainStreet Principle #3 Promotion: 3A. Marketing o Overall marketing plan for entire downtown areas (in process) o Attract people to downtown Castro Valley (in process) o Outdoor events o Entertainment opportunities to bring people out o An events coordinator for the unincorporated area (or could be the Chamber) o Change liquor license to make competitive and change event permits o Encourage local businesses Suggested Summary Statements by Staff Hold more customer attraction events to the business areas. Revisions/Edits by Community Members at the April 3, Cross promotional events in commercial areas Carnivals/festivals 3B. Business Profile o Visitor profile o Marketing for each of the unincorporated areas business area and community resources o List the assets of each community within the unincorporated area o How recreation attracts people to downtown and attract business to serve the people - Can be a potential for Cherryland o Take advantage of natural resources (Lake Chabot) to attract people/consumers o Promote Lake Chabot (Parks) alongside business offerings o Travel and tourism promotion Expand marketing materials for each Eden Area community to include amenities. Add promo to public residents Work with hotels Create Themes 5