Westminster City Council
SUBJECT
Title
Strategic Plan Goal #1 - Achieve Financial Stability.
Strategic Plan Objective: Update the City Council on the economic development strategy, including outreach efforts and engagement with businesses in the City, sustaining a partnership with the Chamber of Commerce, and other small business assistance efforts.
End
From: Christine Cordon, City Manager
Requested by: Administration
Prepared by: Adolfo Ozaeta, Assistant City Manager; Caroline Velarde, Economic Development Manager
____________________________________________________________
RECOMMENDED ACTION
Recommendation
Receive and file the report.
end
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 the following goals:
• 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
One of the main objectives of Strategic Plan Goal #1 - Achieve Financial Stability is to develop and deliver successful economic development initiatives to build a financially prosperous community through the creation of an Economic Development Strategic Plan (EDSP), outreach efforts and engagement with businesses in the City, partnership with the Chamber of Commerce, and other small business assistance efforts.
Economic Development functions have resided in the Office of the City Manager since late 2021 and remain a top priority. Staff has established effective working relationships with brokers, developers, and property owners to bring more meaningful projects to the City. The development industry has taken note and now recognizes the City of Westminster as a forward-thinking government organization that embraces modern style development and redevelopment opportunities. The City of Westminster has attended the Innovating Commerce Serving Communities (ICSC) Las Vegas Conference/Trade Show since 2022 and most recently as an exhibitor in 2024 and 2025. At ICSC the City of Westminster collaborated with local, regional, and national real estate professionals to identify and fine tune development opportunities in the City. Some connections made at ICSC have resulted in real projects that are currently underway.
The City Manager and Assistant City Manager oversee high leverage economic development functions. However, the size and complexity of Westminster’s business development needs call for an in-house Economic Development Manager. The Mayor and City Council prioritized economic development through the strategic plan process and in response, the City recruited and filled the Economic Development Manager position, which had been vacant for over 20 years. Caroline Velarde joined the City in January 2025 as the new Economic Development Manager. This role provides daily oversight of the Economic Development Division which will remain under the Department of the City Manager. Economic Development Division initiatives currently underway include development of the City’s first ever EDSP, business engagement and outreach, enhancement of city marketing materials and website, and improving customer service.
Economic Development Strategic Plan
An EDSP is important because it provides a roadmap for attracting quality development, creating jobs, strengthening the local tax base, and improving the overall quality of life in the community. The EDSP is an implementation measure of the Westminster General Plan. It helps align public resources with long-term goals, supports informed decision-making, and ensures coordination among stakeholders to drive sustainable economic growth.
The EDSP is one of several objectives that will support the goal of achieving financial stability by providing staff with specific guidance and direction on economic development efforts. The EDSP will include implementable policies, solutions, outreach methods, and tools to enhance the City’s business climate and relationship with the business community. Staff researched EDSPs and developed an EDSP Scope of Work (SOW). Discussions regarding the SOW ensued with qualified consultants on the City’s Economic Development On-Call Services Bench. These consultants were selected via a Request for Qualifications (RFQ) process to perform Economic Development Services for the City of Westminster.
The SOW outlines several tasks in the development of the EDSP, including:
• Conducting an economic, market, and demographic analysis.
• Conducting stakeholder and community outreach and engagement.
• Conducting a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis and competitive assessment.
• Setting strategic goals.
• Developing a business engagement plan.
• Developing an overall implementation plan with performance metrics that support identified goals.
In response to the SOW, staff received three proposals. The proposals cite costs ranging from $120,000-$170,000, depending on the amount of outreach involved. Completion dates range from four to nine months.
Staff is currently evaluating each firm’s business outreach and engagement plan to find the best fit to meet the needs of our unique business community considering the City’s evolving economic landscape. Staff will also evaluate each firm’s understanding of the project and qualifications and experience in preparing EDSPs in culturally diverse communities. After a thorough evaluation process, staff will recommend a consultant for the City Council to consider in the next several months, with the selected consultant expected to begin developing the EDSP shortly thereafter.
Business Engagement and Outreach
Equipped with new marketing materials and an enhanced online presence, staff has been able to more effectively promote City services and programs, creating for more meaningful engagement with the business community. For example, the Small Business Expo, held in February 2025 and organized in partnership with the Orange County Inland Empire Small Business Development Center (OCIE-SBDC), was attended by over 100 small business owners who learned about increasing revenue, securing funding, and other important topics. The event also connected business owners and attendees with 13 support organizations including the Chamber, and other governmental agencies like the County of Orange and State of California. The City’s technology grants, also administered in partnership with the OCIE-SBDC, received over 50 applicants for both programs, of which 20 were awarded for the Level Up Grant Program and 18 applicants are in the process of being vetted for the Tech for Accessibility, Cybersecurity, and Workforce Development Grant Program. Outreach efforts have also extended to welcoming new business owners in the City, with staff educating them on the assistance and services of the Economic Development division, as well as those of partner resource organizations such as the OCIE-SBDC and the Westminster Chamber of Commerce.
The updated, pertinent marketing material has made engagements with the business community more impactful, and helped solidify the City’s relevance as a trusted business resource and partner. To maintain the current momentum, staff will continue to partner with OCIE-SBDC to organize additional programming and events throughout the year. Staff will also continue promoting services, programs, events, and initiatives of interest to the business community utilizing creative marketing materials and platforms.
Partnership with the Westminster Chamber of Commerce and other Organizations
Collaboration with the Westminster Chamber of Commerce (Chamber) is ongoing with staff identifying opportunities to partner in joint workshops and Chamber events such as mixers and lunch-and-learns. Staff has also fostered relations with the broker community to connect with retailers and potential business owners to encourage them to locate in Westminster. This includes networking at major retail shows like the Association of Commercial Real Estate (ACRE) and most recently, at ICSC Las Vegas in May 2025. At ICSC, staff promoted several opportunity sites and provided status updates on business and development friendly initiatives such as the ongoing zoning phase studies. Events such as ICSC are opportunities for the City to maintain and grow relationships with the broker and developer community, while promoting the City as a partner and successful place to accomplish projects and business.
Enhanced Marketing Materials and Website
Since January 2025, when the City hired the Economic Development Manager, staff immediately revamped the City’s economic development marketing, including collateral print materials and the Economic Development Division website. Updating these materials have better equipped staff for increased quality outreach engagements with businesses. The Economic Development Division’s online presence has improved with a more user-friendly experience that includes:
• Small Business of the Year Program
• Grant Programs
• Small Business Expo Event and Other City Events
• Westminster Build Permitting System
• Information on Demographics, Zoning, and Business License
• Outside Resources for Businesses
The improved website also includes a new Comprehensive Business Resources Guide (Attachment 1), interactive GIS map highlighting key development projects, and a monthly newsletter (Attachment 2) which is sent to approximately 2,800 active business owners in the City. These items are updated regularly to ensure new and accurate information.
Improving Customer Service
In addition to these economic development efforts, the new Economic Development Manager plays a key role in improving the experience for applicants of a few notable development projects. This is done by communicating timely updates and concerns to other divisions, essentially acting as a liaison between the applicant and the City. The improved communication between the City and applicants of certain projects has resulted in facilitating a smoother flow of project applications through the City’s permitting processes.
FISCAL IMPACT
There is no fiscal impact associated with this item.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
One of the main objectives of Strategic Plan Goal #1 - Achieve Financial Stability is to develop and deliver successful economic development initiatives to build a financially prosperous community through the creation of an Economic Development Strategic Plan, outreach efforts and engagement with businesses in the City, partnership with the Chamber of Commerce, and other small business assistance efforts. Next steps include continued implementation of current efforts and building upon those to continue supporting businesses, sustaining a partnership with the Chamber and other organizations and stakeholders, and selecting a consultant to prepare the City’s first EDSP.
ATTACHMENTS
1. Business Resources Guide
2. May 2025 Economic Development Business Newsletter
REVIEWED BY
Erin Backs, Finance Director
City Attorney’s Office
Christine Cordon, City Manager