Westminster City Council
SUBJECT
Title
Strategic Plan Goal #4: Improve Customer Service Delivery to the Community.
Strategic Plan Objective: Provide an update to the City Council on the business licensing process and denote progress on business license issuance and the impacts of the concierge service.
End
From: Christine Cordon, City Manager
Requested by: Administration
Prepared by: Ryan Salz, Senior Management Analyst
Erin Backs, Finance Director
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RECOMMENDED ACTION
Recommendation
Receive and file report.
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BACKGROUND
On April 28, 2025, the City Council held a strategic planning workshop to develop the City’s second three-year strategic plan and identify priorities for the City. These include:
• Goal #1: Achieve Financial Stability
• Goal #2: Implement and Support Effective Land-Use Policies that Encourage Quality Development
• Goal #3: Attract, Develop, and Retain Well-Qualified Staff Members
• Goal #4: Improve Customer Service to the Community
• Goal #5: Enhance Quality of Life and Beautification Throughout the City
The new goals stem from the first set of goals adopted in 2022, which included:
• Goal #1: Achieve Financial Stability
• Goal #2: Develop and Implement Specific Plans for Little Saigon, the Downtown District, and the Westside
• Goal #3: Attract, Develop, and Retain Well-Qualified Staff Members
• Goal #4: Improve Customer Service Delivery to the Community
The recent workshop was an opportunity for the City Council to discuss the previous three-year strategic plan goals and objectives, reflect on lessons learned, and consider new priorities, concerns, and needs in establishing a new set of goals and objectives. The new three-year strategic plan includes previous goals that are being continued due to ongoing implementation of objectives, as well as new opportunities that have presented themselves since the previous planning period.
One of the objectives under “Strategic Plan Goal #4 - Improve Customer Service to the Community” is to provide an update to the City Council on the business licensing process and denote progress on business license issuance and the impacts of the concierge service.
On October 14, 2020, the Mayor and City Council approved the contracting of business license administration to HdL Companies (HdL) as part of a multifaceted approach to restructure and optimize the Community Development Department. The City had already been contracted with HdL for property and sales tax administration services for decades before the initiation of business license administration services.
On April 12, 2021, HdL began administration of business licenses following months of collaboration between City and HdL staff to ensure a smooth transition for customers. The change provided the Westminster business community with more modern options to apply for and renew business licenses. The expanded application options were welcomed by many businesses, most notably out-of-town contractors and corporate businesses, that had been requesting more flexible application options for years prior to implementation.
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. 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.
On February 26, 2025 (Attachment 1) the Mayor and City Council approved the introduction of a Business License Liaison available to all applicants that have trouble navigating the application process. To complement the translation services provided by HdL, a Business License Liaison is available to coordinate with Vietnamese or Spanish-speaking City staff members to translate on an as-needed basis. HdL staff routes applicants to a 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 may contact a Business License Liaison directly before they start the application process. Contact information will be located on the City’s online Business License Portal. Applicants can schedule a meeting with a 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 a Business License Liaison at any time for clarification or assistance.
Since implementation of Business License Liaison Services, only one applicant has used the full service. Several other applicants have had questions related to the process and staff was quickly able to assist them.
HdL conducts field visits to ensure that all businesses operating within the City are aware of and comply with local business license requirements. These visits focus on businesses that may hold expired licenses, have not registered, or have been unresponsive to prior outreach efforts. During the visit, HdL staff conduct a license inspection and provide direct assistance to help businesses apply or renew with the City’s business license team. Field visits also fill important gaps in the Discovery program by covering businesses that may have a limited or non-existent digital footprint. As part of this process, HdL documents high-traffic commercial areas through field surveys, ensuring that overlooked or hard-to-reach businesses are identified and notified. This proactive, hands-on approach not only supports compliance but also helps the City capture additional revenue, promotes fairness among businesses, and strengthens community trust in the licensing program. These visits have been conducted by HdL only in the past, but going forward, the City’s Business License Inspector will accompany HdL on the site visits which will now occur quarterly.
FISCAL IMPACT
There is no fiscal impact associated with this item.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
This report completes “Strategic Plan Goal #4 - Improve Customer Service Delivery to the Community,” with one objective to provide an update to the City Council on the business licensing process and denote progress on business license issuance and the impacts of the concierge service.
ATTACHMENTS
1. Relevant portions of City Council February 26, 2025 staff report and its attachments.
REVIEWED BY
Erin Backs, Finance Director
City Attorney’s Office
Christine Cordon, City Manager