Title
Discuss the City’s Future Economic Development Business Attraction and Workforce Development Activities
Body
To: Members of the Mayor’s Economic Development Advisory Panel
EXECUTIVE SUMMARY
Business attraction is a key component of the Economic Development strategy. Workforce Development is tied to both business attraction and retention since an available and prepared workforce is vital to companies looking to locate in Alameda as well as for existing Alameda companies that are looking to expand. The purpose of this item is to discuss the Economic Development attraction and workforce strategy over the upcoming year and receive feedback from EDAP members.
BACKGROUND
The purpose of this staff report is to inform EDAP members of the planned Economic Development business attraction and workforce strategy to solicit discussion and feedback.
DISCUSSION
Business Attraction
The business attraction strategy is tied to the needs of the businesses, the size of the businesses and the business sectors that staff are trying to attract. The strategy is also tied to resource partners, including the Chamber of Commerce, the Workforce Development Board, East Bay EDA, East Bay SBDC and GoBiz. These partners provide programs and resources for the Alameda business community as well as provide attraction leads.
Businesses attraction strategies need to address the specific needs of the different business sectors that Alameda is trying to attract - Advanced Manufacturing, CleanTech/GreenTech, BioSciences, Downtown and Retail. In addition, the size of the business needs to be taken into consideration as the needs for large businesses differ from small businesses.
From a size perspective, attraction efforts for small and downtown businesses have typically been more reactive, responding to an outreach from either the business or our WABA/DABA partners. The attraction efforts typically revolve around finding a location and helping with the permitting approval process.
Attraction efforts for large businesses are both reactive and proactive. From a reactive standpoint, Economic Development staff respond to inquiries from brokers, property owners and businesses themselves. From a proactive standpoint, staff work to establish strong relationships with brokers, property owners and other resource providers that are involved in the business location process. In addition, staff are working to produce industry-specific marketing pieces as well as an attraction-dedicated website.
Workforce
Though resource partners deliver workforce programs to meet the needs of current and new Alameda businesses, Economic Development staff are often the liaison between the business community and these partners. The Executive Roundtable program operated by the Chamber has been a forum for executives from Alameda’s business sector to discuss business needs and issues, including workforce needs.
Based on the discussions in these meetings over the last year, the tech and manufacturing sectors have a common need for mid-level technicians. Staff are currently working with the Alameda Chamber of Commerce and the College of Alameda to conduct a survey of these companies to verify their needs. Based on the results of this survey, the College of Alameda will investigate how to address these needs through programs or classes.
Attraction Strategy
The following section outlines the attraction strategies designed for each business sector:
Downtowns
• Establish strong relationships with property owners and brokers to gain a better understanding of the constraints/benefits of vacant spaces
• Continue the strong relationship with WABA/DABA staff as a benefit to new businesses locating and establishing themselves within the districts
• Continue working with Planning and Building staff to streamline the approval process, including the zoning code update
• List downtown vacant spaces on the Choose Alameda attraction website
Retail
• Establish strong relationships with major shopping center owners, property managers and brokers to co-promote major vacant spaces
• List retail vacant spaces on the Choose Alameda attraction website
Tech and Manufacturing Business Sectors
• Establish strong relationships with property managers and brokers of Harbor Bay Business Park, Research Park and Alameda Point to co-promote vacant spaces
• Continue working with Planning and Building staff to streamline the approval process
• Complete and launch the Choose Alameda business attraction website
• Develop specific marketing pieces for BioTech, CleanTech/GreenTech, BlueTech and Advanced Manufacturing industry sectors
Messages
There are common messages that staff are expecting to convey in business attraction marketing materials. These include the following:
• Quality of life on the island
• Variety of transportation choices
• Access to workforce in the region
• Ability to be located with like companies
• Availability and lower price of power through AMP
• Business parks and locations to fit all sizes and sectors
• Safety
• Streamlined permitting process
In addition, the following messages are targeted towards specific attraction audiences:
Downtown
• Strong community support and demographics
• Strong business associations and a support system
Retail
• Strong community support, demographics and spending power
Websites
• Choose Alameda
The Choose Alameda website is being designed to be a stand-alone website that will highlight the key points a site selector, business or developer would need to make a decision to locate in Alameda.
• Spirits Alley (Alameda Point)
The Spirits Alley website was originally designed to highlight the activities available on Alameda Point. However, the new commercial brokers hired for Alameda Point (JLL) have recommended that this site additionally incorporate the history of Alameda Point, existing Alameda Point businesses and provide the information needed for businesses to locate to Alameda Point. This site will link to the Choose Alameda website and contain similar messages.
Discussion Points
Some possible discussion topics for the Economic Development Advisory Panel include:
*Attraction efforts in different sectors lead to different benefits. Downtown attraction efforts lead to more vacancies being filled and a more vibrant downtown. Retail attraction leads to more goods and services and increased sales tax. Business sector attraction leads to potentially larger companies coming to Alameda and more jobs. Should there be a hierarchy of these efforts given limited staffing and budgets?
* We discuss staff efforts in business attraction and the role of our partners. What are the specific roles that you see from the business community in these efforts?
* We have outlined traditional attraction efforts such as working with resource partners, social media and outreach campaigns. What are your thoughts on industry specific functions and gatherings that showcase Alameda as an attraction tool? Do you think showcasing Alameda should be prioritized in an overall attraction strategy?
How do we best engage existing businesses in this effort?
*In past EDAP meetings we have received input to highlight the advantages Alameda offers in relation to starting a business and running a business. Given that, we would like to discuss ranking the list of common messages listed above.
*We have listed common messages that relate to the majority of industries in Alameda. We would like to discuss your thoughts on industry-specific messages that we should highlight in the CleanTech/GreenTech, BlueTeach, BioTech and Advanced Manufacturing sectors.
*We would like to discuss your thoughts on the layout and direction of the Choose Alameda and Alameda Point websites.
*The Workforce initiative that we are undertaking is very specific in scope based on the feedback we have received. Do you feel that this is an area that we should explore expanding also given our staffing and budget?
Recommendation
Staff recommend that EDAP review the business attraction and workforce strategies listed above in preparation for discussion and feedback.
Respectfully submitted by,
Dwayne Dalman
Economic Development Division Manager