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Atascadero Economic Development Strategic Plan Progress Report February 24, 2009. Presented by Doug Svensson, AICP Applied Development Economics, Inc. Process Timeline. Retail Market Overview. Per capita taxable sales are low Non-taxable grocery and drug store sales are high - PowerPoint PPT Presentation
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Atascadero Economic Atascadero Economic Development Strategic PlanDevelopment Strategic Plan
Progress ReportProgress ReportFebruary 24, 2009February 24, 2009
Presented by Doug Svensson, AICPApplied Development Economics, Inc.
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Process TimelineProcess TimelineTimeline June-October 2008 October –
February, 2009January – 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 OverviewPer 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 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 PotentialApparel
Women’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
Sales LeakageSales Leakage
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Retail/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
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”
Food and Beverage ProductsNew Media ArtsEnergy/Clean technologyElectronicsWorkforce Training
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Site AnalysisSite AnalysisDel 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 ForumNovember 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 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 – GoalsStrong 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 GoalsAtascadero’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.
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Retail GoalsRetail GoalsAtascadero 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 GoalsAtascadero 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 GoalsAtascadero 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 GoalsAtascadero 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 GoalsAtascadero 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 GoalsGoals
Feedback on findingsDiscussion
BUILDING THE KNOWLEDGE AND RESOURCES CLIENTS NEED TO REALIZE THEIR ECONOMIC AND
BUSINESS POTENTIAL
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ADE Scope of WorkADE Scope of WorkPublic 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
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Economy Community
Vital CycleVital Cycle
City Revenue by Land UseCity Revenue by Land Use
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Service Costs by Land UseService Costs by Land Use
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Net Fiscal Benefit by Land Net Fiscal Benefit by Land UseUse
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SWOT AnalysisSWOT AnalysisPurposeS—StrengthsW—WeaknessesO—Opportunities-external trends that create possibilitiesT—Threats-external trends that bring more challenges
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SWOT FindingsSWOT FindingsStrengths
LocationAmenities & Attractions Freeway InterchangesHistoric InterestHigh Household IncomesRedevelopment Agency and ProjectsRetail SitesWater SupplyEngaged Citizenry
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SWOTSWOTWeaknesses
Lack 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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SWOTSWOTOpportunities
Location-independent BusinessesWine Processing & TourismArts ColonyIncreasing RetireesGrowing Population in San Joaquin ValleyIncreased Investment in “Green Business”Redevelopment of Under-utilized ParcelsEagle Ranch
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SWOTSWOTThreats
Successful Downtowns in Neighboring CommunitiesActive Recruitment of Atascadero BusinessesTax-Free Internet SalesGraying of the PopulationIncreasing Fuel CostsCutbacks in Airline Services
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