Westminster City Council
SUBJECT
Title
Business License Administration - Introduction of Business License Liaison Services.
End
From: Christine Cordon, City Manager
Requested by: Administration
Prepared by: Ryan Salz, Senior Management Analyst
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RECOMMENDED ACTION
Recommendation
Approve the introduction of Business License Liaison services to be performed by the Community Development Department’s Management Analyst.
BACKGROUND
On August 28, 2024, the Mayor and City Council received and filed a report that summarized the previously approved transition of business license administration to HdL Companies (HdL), a highly qualified firm that partners with many other cities in Orange County (Attachment 1). The report highlighted the cost, revenue, and productivity benefits associated with HdL’s services, as well as the launch of the “Disclaimer Business License” option to support applicants that may be facing unforeseen obstacles during the business license application process. The frequency of inquiries and issues reported to the City has notably decreased since the activation of this license option.
Along with the direction to receive and file, the Mayor and City Council directed staff to consider introducing a hybrid business license administration model to further increase the customer service level provided to the Westminster business community. An analysis of the cost and time commitment associated with this modification was requested.
HdL’s trained staff are available via phone and email to assist applicants throughout the business license application process. However, concerns have been raised that some applicants may prefer or benefit from a City staff members in-person, hands-on support. In response to these concerns and Council’s direction, the Community Development Department will designate their Management Analyst as the City’s “Business License Liaison.” This newly defined duty already aligns with the tasks and responsibilities described in the Management Analyst Class Specification. Based on the small volume of inquiries that are directed to staff in the current business license administration process, this duty will be promptly absorbed by the Management Analyst without any lapse in coverage and quality of their other ongoing responsibilities.
The Business License Liaison will be available to all applicants that have trouble navigating the application process. To complement the translation services provided by HdL, the Business License Liaison will coordinate with Vietnamese or Spanish-speaking City staff members to translate on an as-needed basis. HdL staff will route applicants to the Business License Liaison if they are struggling to complete the process on their own and are not easily aided through the standard support channels provided by HdL. If preferred, applicants will also be able to contact the Management Analyst directly before they start the application process. Contact information will be located on the home page of the Business License Portal. Applicants will be able to schedule a meeting with the Business License Liaison at the City Hall Counter and work through the application together. As the application moves through the approval processes associated with other City divisions, the applicant can contact the Business License Liaison at any time for clarification or assistance.
The cost to implement this hybrid model is difficult to accurately forecast because it is not clear exactly how many applicants will utilize the Business License Liaison’s services. Based on the volume of past inquiries, it is estimated that the Management Analyst would spend 1.5 hours per week performing this service. The fully burdened hourly rate of the Management Analyst is $61.25. This translates to a cost of $91.88 weekly and $4,778 annually. If the demand for the Business License Liaison’s services increases then this figure will increase, and vice versa.
FISCAL IMPACT
There is no fiscal impact associated with this item. The position that will be dedicated to the work described is already funded.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
The Mayor and City Council directed staff to consider a hybrid model of the business license administration services provided by HdL. Staff propose the addition of a Business License Liaison to supplement HdL’s services and further support the needs of the Westminster business community. The Business License Liaison duties will be absorbed by the Community Development Department’s Management Analyst. The time and costs associated with this change are projected to be minimal.
ATTACHMENTS
1. City Council August 28, 2024 Staff Report
REVIEWED BY
Erin Backs, Finance Director
Christian Bettenhausen, City Attorney
Christine Cordon, City Manager