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HomeMy WebLinkAbout6.1 Amendment to the General Plan to Update the Economic Development Element (PLPA-004079-2024)STAFF REPORT Planning Commission Page 1 of 3 Agenda Item 6.1 DATE:December 10, 2024 TO:Planning Commission SUBJECT:Amendment to the General Plan to Update the Economic Development Element (PLPA-004079-2024)Prepared by:Rhonda Franklin, Management Analyst II and Kristie Wheeler,Interim Assistant Community Development Director EXECUTIVE SUMMARY:The Planning Commission will consider and make a recommendation to the City Council regarding an amendment to the General Plan to update the Economic Development Element based on the recently updated Economic Development Strategy. The Planning Commission will also consider and make a recommendation to the City Council regarding an exemption from the requirements of the California Environmental Quality Act. STAFF RECOMMENDATION:Conduct a public hearing, deliberate, and adopt the Resolution Recommending City Council Approval of a General Plan Amendment to Update the Economic Development Element. DESCRIPTION:The Economic Development Strategy (“Strategy”) and General Plan Economic Development Element (“Element”) were adopted by the City Council in 2012 and 2013, respectively. The purpose of the Element is to guide the City’s efforts to foster business expansion and job growth and provide the City with a framework for economic development programs and activities. The overarching objective of the Element is to enhance the competitiveness of the City of Dublin and maintain a strong and diverse economic base. The Element outlines strategies and policiesaimed at promoting economic vibrancy and growth, improving conditions for small businesses, encouraging development of strategic employment-supporting sites, and improving overall economic well-being within the community. Since the original Strategy and Element were approved, there have been significant growth and changes in Dublin, not only in the number of residents and residential developments, but also in the economic and business climate, emerging and fast-growing industries, and business 9 Page 2 of 3 operations. These changes warranted a review and update to the Strategy and the Element, because the Element is guided and informed by the Strategy.On September 5, 2023, the City Council approved an agreement with Strategic Economics, Inc. to assist Staff with updating the Strategy and Element. Efforts toward this goal included: Organizing and holding focus group meetings with members of the City Council, Staff, property owners/managers and brokers, regional agencies, business owners/managers, developers, and other stakeholders. Developing and conducting online surveys with the business community and the community at large. Gathering data relative to the project. Analyzing information from the focus group meetings, surveys and data collection to determine the City’s strengths, weaknesses, opportunities, and threats.On October 1, 2024, the City Council adopted Resolution No. 111-24 approving the updatedStrategy with the following seven goals: Goal 1 – Innovation GrowthGrow businesses and employment in innovation-oriented and professional services industries matching Dublin’s strengths and opportunities—especially computer technology, professional services, biomedical devices, and other R&D/advanced manufacturing—through business attraction and marketing programs. Goal 2 – Promote Infill InvestmentPromote infill development and reinvestment in older retail, office, and industrial areas—including establishing Downtown Dublin as a vibrant community gathering space with a mix of modern employment, housing, retail, dining, and entertainment uses serving residents and workers. Goal 3 – Greenfield DevelopmentEnsure development of major greenfield opportunity sites with modern commercial and light industrial employment uses by supporting infrastructure needs and reducing cost barriers. Goal 4 – Retail VitalitySustain and strengthen the health of Dublin’s shopping, dining, and entertainment businesses through strategic planning and promotional efforts. Goal 5 – Hospitality ExpansionWork with regional agencies to expand and highlight Dublin’s potential as a regional hotel and hospitality destination through hotel attraction efforts and advocacy for attracting a multiuse venue to Dublin. Goal 6 – Small Business SupportStrengthen startup and growth opportunities for small businesses by pursuing 10 Page 3 of 3 improvements to City processes and maintaining and marketing supportive services and programs. Goal 7 – Workforce OpportunitiesEnhance Dublin’s workforce support and development systems to create opportunities for all members of the workforce through collaboration with regional organizations.The Element has been updated for the purpose of remaining consistent and aligning with the content of the updated Strategy. Specifically, the goals have been updated to mirror the goals outlined in the Strategy and minor updates have been made to ensure that the language of the Element flows and supports the updates. A Resolution recommending City Council approval of a General Plan Amendment to update the Economic Development Element is provided as Attachment 1 with the draft Element included as Attachment 2. A redlined version of the draft Economic Development Element is provided as Attachment 3. ENVIRONMENTAL DETERMINATION:The California Environmental Quality Act (CEQA), together with the State CEQA Guidelines and City of Dublin CEQA Guidelines and Procedures require that certain projects be reviewed for environmental impacts and when applicable, environmental documents be prepared. Staff recommends that the Planning Commission find the project is exempt from CEQA requirements in accordance with CEQA Guidelines Section 15061(b)(3), as the proposed update to the Element would not result in any physical changes and it can be seen with certainty that there is no possibility that the update would have a significant effect on the environment and is not subject to CEQA review. NOTICING REQUIREMENTS/PUBLIC OUTREACH:The public hearing was noticed in the East Bay Times on Saturday, November 30, 2024, posted at several locations throughout the City, and the Planning Commission Agenda was posted. ATTACHMENTS:1) Resolution Recommending City Council Approval of a General Plan Amendment to Update the Economic Development Element2) Exhibit A to Attachment 1 – Draft Economic Development Element 3)Redlined Draft Economic Development Element 11 Attachment 1 Reso. No. 24-XX, Item X.X, Adopted XX/XX/2024 Page 1 of 2 RESOLUTION NO. 24 – XX A RESOLUTION OF THE PLANNING COMMISSION OF THE CITY OF DUBLIN RECOMMENDING CITY COUNCIL APPROVAL OF A GENERAL PLAN AMENDMENT TO UPDATE THE ECONOMIC DEVELOPMENT ELEMENT PLPA-004079-2024 WHEREAS,the City Council adopted Resolution No. 54-13 approving a General Plan Amendment for the Revised General Plan and New Economic Development Element PLPA -2011- 00050 on April 16, 2013; and WHEREAS,the Economic Development Element is informed and guided by the Economic Development Strategy; and WHEREAS,the Economic Development Strategy, originally adopted in 2012, underwent an update and the City Council adopted Resolution No. 111-24 approving the Economic Development Strategy on October 1, 2024; and WHEREAS,the update of the Economic Development Strategy warrants an update to the Economic Development Element (the “Project”); and WHEREAS,the California Environmental Quality Act (“CEQA”), together with the State Guidelines and City of Dublin CEQA Guidelines and Procedures require that certain projects be reviewed for environmental impacts and that environmental documents be prepared; and WHEREAS,the Planning Commission recommends that the City Council find that the proposed update to the Economic Development Element is exempt from the requirements of CEQA pursuant to CEQA Guidelines Section 15061(b)(3) as the update would not result in any physical changes and it can be seen with certainty that there is no possibility that the update would have a significant effect on the environment and is not subject to CEQA review; and WHEREAS,a Staff Report dated December 10, 2024, was submitted to the Planning Commission recommending approval of the proposed update to the Economic Development Element; and WHEREAS,the Planning Commission held a properly noticed public hearing on the Project on December 10, 2024, at which time all interested parties had the opportunity to be heard; and WHEREAS,the Planning Commission did review and consider the Staff Report, recommendations, and testimony for this item and used its independent judgment prior to making a recommendation. NOW, THEREFORE, BE IT RESOLVED that the foregoing recitals are true and correct and made a part of this Resolution. BE IT FURTHER RESOLVED that the City of Dublin Planning Commission does hereby recommend City Council approval of a General Plan Amendment to update the Economic Development Element attached hereto as Exhibit A and incorporated herein by reference. 12 Reso. No. 24-XX, Item X.X, Adopted XX/XX/2024 Page 2 of 2 PASSED, APPROVED AND ADOPTED this 10th day of December 2024, by the following vote: AYES: NOES: ABSENT: ABSTAIN: ______________________________ Planning Commission Chair ATTEST: _________________________________ Assistant Community Development Director 13 Chapter 11 ECONOMIC DEVELOPMENT ELEMENT General Plan Attachment 2 14 15 City of Dublin General Plan | Economic Development 11–1 11.1 INTRODUCTION The Economic Development Element guides the City of Dublin’s efforts to foster business expansion and job growth, providing a framework for economic development programs and acƟviƟes. While the Economic Development Element does not explicitly seek to generate fiscal benefits accruing to the City of Dublin, increased net tax revenue is a likely byproduct of the policies. The overarching objec Ɵve of the Economic Development Element is to enhance the compeƟƟveness of the City of Dublin and to promote a strong, diverse, and evolving economic base that creates broadly shared economic and employment opportuni Ɵes for Dublin residents and workers. 11.2 ECONOMIC DEVELOPMENT PRINCIPLES The City of Dublin desires to undertake economic development ac ƟviƟes to improve its compeƟƟve posiƟon relaƟve to other California ciƟes. CompeƟƟveness spans a mulƟtude of subjecƟve measures, including (1) aƩracƟveness to companies, (2) aƩracƟveness to individuals, (3) reputaƟon/brand, and (4) innovaƟon environment (i.e., potenƟal for home-grown economic development). Maintaining a compeƟƟve posiƟon is criƟcal to retaining local businesses and aƩracƟng new businesses, thereby sustaining and growing the local job base with high-value employment opportuni Ɵes for current and future residents. In addiƟon to tradiƟonal economic development tools that focus primarily on cost-based incenƟves for business, the City of Dublin desires to take a more holisƟc view of economic compeƟƟveness that emphasizes the importance of “quality of place” and “quality of life” factors in aƩracƟng companies and individuals. PotenƟally through physical improvements and other enhancements to community character, the City seeks to promote and foster a built environment that inspires and supports new economic opportuniƟes. Land use is central to the City of Dublin’s capacity to compete for jobs and economic growth. The community’s ability to develop real estate and public spaces at new and redeveloped sites, locate interrelated companies near each other, encourage growth at key business nodes, and build vibrant, engaging, and contemporary places is vital to its compeƟƟveness. PromoƟng real estate investment and achieving desirable land use outcomes is criƟcal to posiƟoning Dublin for economic growth and long-term economic sustainability. In addiƟon, public development of new and reimagined civic spaces can enhance the City’s aƩracƟveness, reputaƟon, and innovaƟon environment. The City of Dublin seeks to achieve equitable access to opportuni Ɵes—further reinforcing the community’s holisƟc compeƟƟveness for jobs, businesses, and individuals. Workforce development and educaƟon partnerships will ensure that residents and workers can access high-quality jobs and build wealth. Technical resources and simple approval processes for small businesses expand entrepreneurial opportuniƟes. And culturally relevant engagement and services leverage Dublin’s rapidly diversifying populaƟon to grow the economy. 16 City of Dublin General Plan | Economic Development 11–2 11.3 RELEVANT PLANS AND POLICES Dublin has adopted a number of plans and policies to guide development. Some of these pertain to the enƟre City, while others have a specific area of focus. As part of the City of Dublin General Plan, this Economic Development Element provides goals, policies, and implementaƟon measures that address the enƟre City, though some specific goals and policies are geographically targeted. The City’s General Plan and the Eastern Dublin and Downtown Dublin Specific Plans are most relevant to the Economic Development Element. A. City of Dublin General Plan The City’s General Plan is the policy framework for development decisions. It is the highest-level policy document for the City. State law requires that general plans include land use, circulaƟon, open space, conservaƟon, environmental jusƟce, air quality, safety, noise, and housing elements. AddiƟonal, opƟonal, elements may be included. All elements of a General Plan are considered equal and all other plans and policies are required by state law to be consistent with the General Plan. The Economic Development Element is an opƟonal element of the Dublin General Plan. The City of Dublin General Plan acknowledges that on the local level, development will be required to respond to community needs for housing, employment, and leisure opportuni Ɵes and to the natural constraints of the area. In parƟcular, regarding employment-supporƟng uses, the General Plan states that commercial and employment-generaƟng uses will be located near the freeway and transit lines to facilitate efficient transportaƟon. Accordingly, the Economic Development Element offers guidance for economic development acƟviƟes in these areas, with parƟcular focus on three important locaƟons: (1) the Eastern Dublin Transit Center, (2) the Fallon East Economic Development Zone, and (3) Downtown Dublin. Dublin has two Specific Plans that cover these workplace locaƟons. B. Eastern Dublin Specific Plan The Eastern Dublin Specific Plan (EDSP) provides policy guidance for exisƟng and future development generally east of the Iron Horse Trail and the Parks Reserve Forces Training Area (Parks RFTA or Camp Parks). New development in this area requires adopƟon of Planned Development (PD) zoning, which includes development regulaƟons, architectural standards, and preliminary landscape plans. The EDSP provides for employment-generaƟng land uses located on the west side of the planning area, in close proximity to the BART staƟon and near I-580 and Dublin Boulevard where freeway access is convenient. The EDSP was also amended in 2022 to emphasize development of the Fallon Gateway area with employment-genera Ɵng land uses within the Fallon East Economic Development Zone located in the eastern porƟon of the EDSP. In addiƟon to the Transit Center and Fallon Gateway, the EDSP provides for office space and other employment-generaƟng uses in addiƟonal locaƟons within the Specific Plan area. C. Downtown Dublin Specific Plan The Downtown Dublin Specific Plan (DDSP) provides policy guidance, development standards, and design guidelines for Downtown Dublin. The DDSP includes a Retail District, Transit-Oriented District, and Village Parkway District, each of which allow for office space and other employment-generaƟng land uses, which contribute to economic development in Dublin. The City of Dublin adopted a Downtown Dublin Preferred Vision in 2019 and subsequent edits to the DDSP to guide development of the Dublin Commons project within the Retail District of the DDSP. 17 City of Dublin General Plan | Economic Development 11–3 11.4 ORGANIZATION OF ECONOMIC DEVELOPMENT ELEMENT This Economic Development Element is organized according to the following structure: Goals Goals are general and serve as guiding principles for economic development ac ƟviƟes. Policies Policies divide the goals into more specific economic development guidelines. ImplementaƟon Measures ImplementaƟon measures are specific tasks needed to achieve the goals and policies. 11.5 GOAL I: INNOVATION GROWTH Goal 1: InnovaƟon Growth includes policies to support Dublin in aƩracƟng and retaining businesses in a variety of industries, including those that were categorized as high-priority industries in the City of Dublin’s Economic Development Strategy adopted in 2024. 11.5.1 MAINTAIN AND ENHANCE ECONOMIC DEVELOPMENT FUNCTIONS A. Policy 1. The City of Dublin has a well-established pracƟce of economic development work, including a variety of programs that support business aƩracƟon and retenƟon. Through the Economic Development Department, the City currently offers incenƟve programs, business training, business outreach, and business support services. The City shall maintain the func Ɵon of Economic Development as a tool to promote innovaƟon growth in the City and the region. B. ImplementaƟon Measures 1. Maintain Business IncenƟve Programs: Maintain incenƟves that respond to current economic condiƟons and serve to aƩract and retain business acƟvity in the City of Dublin, as appropriate. 2. Establish Industry Stakeholder Groups: Establish standing stakeholder groups for informaƟon technology, professional and financial services, and biomedical businesses. 3. Conduct Business Seminars, Roundtables, and other Related Programs: Offer seminars, discussion meeƟngs, and classes to support business owners, in partnership with the Dublin Chamber of Commerce, the Alameda County Small Business Development Center, and other business support enƟƟes, as appropriate. 4. Coordinate with Regional EnƟƟes: ConƟnue to remain engaged as an acƟve parƟcipant in current efforts to enhance economic development acƟviƟes in the region. 5. ConƟnue the Business VisitaƟon Program: Meet individually with businesses to assist with retenƟon and expansion, and to raise awareness of City services available to local businesses. 18 City of Dublin General Plan | Economic Development 11–4 6. Maintain the Economic Development Strategy: The City shall periodically review and update the Economic Development Strategy to proacƟvely address the evolving needs of businesses and respond to shiŌing economic condiƟons. 11.5.2 ESTABLISH AND MAINTAIN A BUSINESS-FRIENDLY MARKETING AND BRANDING STRATEGY A. Policy 1. The City of Dublin produces markeƟng materials and undertakes other acƟviƟes to promote Dublin as a place for business. The City shall formalize its markeƟng acƟviƟes by creaƟng and maintaining a comprehensive markeƟng and branding strategy unique to Dublin’s economic development efforts targeted towards high-priority industries. The markeƟng and branding strategy shall be conƟnually updated to refresh the City of Dublin’s outward iden Ɵty, publicizing the evoluƟon of the City and business community, as appropriate. B. ImplementaƟon Measures 1. Prepare a MarkeƟng and Branding Strategy: Develop an economic development-tailored marke Ɵng and branding strategy that focuses on Dublin’s compeƟƟve assets. 2. Conduct City Staff Trainings: Establish a shared understanding of Dublin’s assets and messaging for economic development. 3. Implement the MarkeƟng and Branding Strategy: Allocate staff Ɵme and/or funds to support markeƟng and branding efforts, as appropriate. 4. Update the MarkeƟng and Branding Strategy: Revisit the strategy periodically to ensure that markeƟng and branding efforts are kept current. 11.5.3 FOCUS BUSINESS VISITATION PROGRAM ON HIGH-PRIORITY INDUSTRIES A. Policy 1. Retaining businesses in high-priority industries is a primary goal for the City of Dublin, given the potenƟal these companies hold for job creaƟon within the City. To target businesses in high-priority industries, the City of Dublin shall maintain a Business VisitaƟon Program that seeks to idenƟfy and solve local economic development constraints. B. ImplementaƟon Measures 1. Confirm High-Priority Industries: Building on the Economic Development Strategy adopted in 2024, establish and maintain a list of industries to prioriƟze for the Business VisitaƟon Program. 2. Implement Targeted VisitaƟon Program: Conduct business visits and respond to cited concerns and issues, as appropriate. 11.5.4 PARTICIPATE IN REGIONAL ECONOMIC DEVELOPMENT EFFORTS A. Policy 1. The City of Dublin shall coordinate with local and regional enƟƟes to foster regional strengths, leveraging the efforts of organizaƟons that seek to improve the Tri-Valley economy. Regional partners 19 City of Dublin General Plan | Economic Development 11–5 may be tradiƟonal economic development enƟƟes or other organizaƟons that promote quality of place and quality of life through efforts to enhance the cultural and social fabric of the region. B. ImplementaƟon Measures 1. IdenƟfy Priority EnƟƟes/Programs: Building on the Economic Development Strategy, establish and expand communicaƟons with regional enƟƟes that have the potenƟal to enhance the Tri-Valley economy. 2. ParƟcipate in Regional Economic Development Efforts: Coordinate and partner with regional economic development enƟƟes to support regional economic development efforts, as appropriate. 11.6 GOAL II: SMALL BUSINESS SUPPORT Small businesses and the jobs they support are criƟcal to the City of Dublin economy. Goal II: Small Business Support seeks to improve City of Dublin pracƟces and procedures to promote small business growth. 11.6.1 IMPROVE AND MAINTAIN SMALL BUSINESS-FRIENDLY DEVELOPMENT SERVICES A. Policy 1. The City of Dublin shall strive to offer small businesses and other City permit applicants an efficient and transparent building permit and inspecƟon process. By providing permit applicants a well-defined roadmap and Ɵmeline for interacƟons with the City of Dublin, the City shall minimize the financial risk to applicants seeking to undertake new projects. B. ImplementaƟon Measures 1. Maintain Business Concierge Program: ConƟnue maintaining a “concierge” funcƟon to support businesses in navigaƟng processes such as business licenses, tenant improvements, and other permiƫng processes. 2. Survey Small Businesses: Conduct ongoing follow-up surveys with businesses that interact with the City of Dublin to idenƟfy recurring issues affecƟng the clarity and efficiency of these processes. 3. Evaluate and Implement PotenƟal Refinements to City processes and communicaƟon: Based on feedback, review current procedures and implement improvements to permiƫng, licensing, and other City processes affecƟng Dublin’s businesses. 11.6.2 IMPROVE MARKETING OF CITY-OFFERED PROGRAMS AND SERVICES A. Policy 1. The City of Dublin shall strive to improve markeƟng of City-offered incenƟves, services, and programs to exisƟng small businesses in addiƟon to maintaining successful engagement with new businesses. B. ImplementaƟon Measures 1. Promote City-Offered IncenƟves and Services: Maintain a process and regular Ɵmeline for preparing and sending markeƟng to business license holders and local small businesses. 20 City of Dublin General Plan | Economic Development 11–6 2. Review Small Business Events: ConƟnue conducƟng reviews of small business promoƟonal events and campaigns to assess their impact and relevance to local businesses. 11.6.3 ENHANCE SMALL BUSINESS ENGAGEMENT AND TECHNICAL TRAINING RESOURCES A. Policy 1. The City of Dublin shall enhance ongoing engagement between the City and local small businesses to pursue opportuniƟes to support businesses and to share available programs and markeƟng opportuniƟes. As opportuniƟes and funding arise, the City of Dublin shall also expand small business technical training resources. B. ImplementaƟon Measures 1. Conduct Outreach to Small Businesses: Conduct outreach targeted to Dublin’s diverse communi Ɵes of local small businesses and business organizaƟons to gather informaƟon about specific needs and concerns. 2. ConƟnue Small Business Navigator Program or Similar Services: ConƟnue to provide service and expand, if possible. 3. Maintain Online Resources: ConƟnue using the City of Dublin’s website to help connect local small businesses to programs and organizaƟons that provide technical assistance. 4. Assist Small Businesses Directly: ConƟnue providing small business assistance through acƟviƟes such as direcƟon to resources, local grant funding and low-cost loan opportuniƟes, landlord outreach, and connecƟons with real estate brokers and other regional partners. 11.7 GOAL III: DEVELOPMENT OF STRATEGIC EMPLOYMENT-SUPPORTING GREENFIELD SITES Goal III: Development of Strategic Employment-SupporƟng Greenfield Sites seeks to ensure development of major greenfield opportunity sites with modern commercial and light industrial employment uses by supporƟng infrastructure needs and reducing cost barriers. 11.7.1 PRIORITIZE THE FALLON EAST ECONOMIC DEVELOPMENT ZONE A. Policy 1. The City of Dublin shall conƟnue prioriƟzing the Fallon East Economic Development Zone as a key area for aƩracƟng high priority industries such as those idenƟfied in the Economic Development Strategy adopted in 2024. B. ImplementaƟon Measures 1. Develop Infrastructure: ConƟnue working with property owners, developers, and the City of Livermore to coordinate, fund, and build out the Dublin Boulevard extension and other required infrastructure, as feasible. 21 City of Dublin General Plan | Economic Development 11–7 2. Maintain and Consider IncenƟves for Development: ConƟnue to prioriƟze aƩracƟng high-priority industries through development incenƟves in the Fallon East Economic Development Zone. Solicit feedback on exisƟng development incenƟves to determine future adjustments. 3. Promote Fallon East Economic Development Zone: Promote greenfield development opportuni Ɵes as part of Dublin’s markeƟng and branding efforts, especially when undertaking business aƩracƟon efforts focused on R&D, biomedical, office, manufacturing, and other light industrial uses. 11.7.2 MONITOR OPPORTUNITIES AND PROMOTE DEVELOPMENT IN OTHER KEY GREENFIELD SITES A. Policy 1. The City of Dublin shall conƟnue to monitor and promote development in key greenfield sites across the City that can accommodate employment-generaƟng uses. B. ImplementaƟon Measures 1. Promote Dublin Centre Project: Work with the developers of the Dublin Centre Project to ensure the creaƟon of a modern mixed-use community gathering and entertainment desƟnaƟon. 2. Engage With Alameda County Surplus Property Authority (ACSPA): Con Ɵnue engagement with the ACSPA to determine a vision and work plan for acƟvaƟng and developing county-owned parcels near the Dublin/Pleasanton BART staƟon. 3. Monitor AddiƟonal Greenfield Sites: ConƟnue to monitor opportuniƟes to support commercial development at other greenfield sites such as the vacant property bounded by Arnold Road, MarƟnelli Way, Hacienda Drive, and I-580. 11.8 GOAL IV: PROMOTE INFILL INVESTMENT Goal IV: Promote Infill Investment enhances Dublin’s ability to compete for innovaƟon-oriented businesses by creaƟng commercial environments that aƩract modern retail, housing, dining, recreaƟon, and entertainment ameniƟes. 11.8.1 ACHIEVE THE DOWNTOWN DUBLIN VISION A. Policy 1. The City of Dublin shall conƟnue to idenƟfy and implement investments, partnerships, and regulatory changes that accelerate the emergence of Downtown Dublin as a mixed-use innovaƟon district and community desƟnaƟon. B. ImplementaƟon Measures 1. Partner with Developers and Property Owners: ConƟnue providing supporƟve services, regulatory amendments, and parƟcipaƟng in development negoƟaƟons as part of the public-private partnership to accelerate buildout of the Dublin Commons project. 2. Explore Funding and Financing Tools: Explore adopƟon of funding and financing tools to accelerate construcƟon of public infrastructure that supports buildout of the Dublin Commons project and 22 City of Dublin General Plan | Economic Development 11–8 improves mulƟmodal transportaƟon connecƟons within and between subareas of Downtown Dublin. 3. IdenƟfy Incubator Space OpportuniƟes: Explore the potenƟal creaƟon of a business and innovaƟon incubator space in the Downtown Dublin area. 11.8.2 EXPLORE OPPORTUNITIES WITH HACIENDA CROSSINGS SHOPPING CENTER A. Policy 1. The City of Dublin shall explore opportuniƟes to support tenant aƩracƟon, expansion of entertainment and dining, reduce barriers to diversifying uses, and to incenƟvize reinvestment and new development within the Hacienda Crossings shopping center. B. ImplementaƟon Measures 1. Maintain Regular Contact with Hacienda Crossings Management: Ensure proac Ɵve regular contact with Hacienda Crossings management and ownership to idenƟfy and address barriers and opportuniƟes for aƩracƟng tenants and reinvestment at the shopping center. 2. Collaborate In Future Plans: If the Hacienda Crossings ownership chooses to pursue a significant master planning or re-visioning process for the center, collaboraƟvely idenƟfy ways to support and accelerate this process. 11.8.3 EXPLORE THE FUNCTIONALITY OF EXISTING INDUSTRIAL BUILDINGS A. Policy 1. The City of Dublin shall undertake a process to determine the func Ɵonality and relevance of exisƟng industrial buildings for manufacturing, R&D, and construcƟon businesses. Based on the results of this process, the City may undertake acƟons to address challenges and implement land use policy as needed to preserve the diversity of spaces available for businesses in Dublin. B. ImplementaƟon Measures 1. Study FuncƟonality: Study the funcƟonality, relevance, challenges, and opportuniƟes of industrial spaces, especially within the Sierra / Trinity Business Park. 2. InvesƟgate and Land Use Policy Changes: Based on the findings of the preceding ac Ɵon, invesƟgate the need for land use policy changes that limit or expand the types of uses permiƩed in specific industrial areas in Dublin, parƟcularly in the Sierra / Trinity Business Park. 3. Implement AcƟons to Support FuncƟonality of Industrial Buildings: Pursue land use policy changes as appropriate to preserve a wide diversity of space available for businesses in all industries in Dublin, as necessary. 11.9 GOAL V: SUPPORT RETAIL VITALITY Goal V: Support Retail Vitality seeks to support Dublin’s retail opportuniƟes given market trends such as growth of e-commerce sales and the evoluƟon of tenant space and locaƟon preferences. 23 City of Dublin General Plan | Economic Development 11–9 11.9.1 STUDY INCENTIVES AND LAND USE REGULATION TO REDUCE BARRIERS A. Policy 1. The City of Dublin shall study potenƟal incenƟves and changes to zoning and land use regulaƟon that will reduce barriers to flexibly reusing exisƟng retail spaces and to converƟng retail uses to in- demand uses such as entertainment, dining, and personal services. B. ImplementaƟon Measures 1. InvesƟgate and Address Regulatory Barriers: Collect informaƟon regarding specific regulatory barriers to changes of use in retail spaces through ongoing contacts with brokers and retail, dining, and entertainment businesses. Review and modify any regulatory barriers, as needed. 11.9.2 EXPAND AND ENHANCE RETAIL PERFORMANCE MONITORING A. Policy 1. The City of Dublin shall maintain and expand performance monitoring of exisƟng shopping centers and commercial areas. B. ImplementaƟon Measures 1. Monitor Sales Performance: ConƟnue working with the City of Dublin’s sales tax data provider to establish data reporƟng geographies in Dublin. ConƟnue monitoring sales tax performance on a quarterly basis for all reporƟng geographies. 2. Market City-Offered Services to Businesses: Conduct outreach and market exisƟng City-offered services to owners of shopping centers and businesses experiencing significant declines in sales. UƟlize the services of the Business Navigator Program as a resource for these businesses. 3. Engage Brokers and Property Owners: ConƟnue ongoing engagement with brokers and property owners to idenƟfy opportuniƟes, challenges, tenant changes, and trends. 11.9.3 MAINTAIN OUTREACH TO LARGE SALES TAX REVENUE GENERATORS A. Policy 1. The City of Dublin shall prioriƟze support for its largest sales tax revenue generators, given the importance of these businesses to the City’s overall retail and fiscal health. B. ImplementaƟon Measures 1. Perform Annual Outreach: ConƟnue annual outreach to automobile dealership owners and the other top 10 sales tax revenue generators in the City of Dublin to offer City services and iden Ɵfy and resolve any relevant issues and concerns. 24 City of Dublin General Plan | Economic Development 11–10 11.10 GOAL VI: ENHANCE HOTEL STAYS AND DEVELOPMENT Goal VI: Enhance Hotel Stays and Development focuses on posiƟoning the City of Dublin to benefit from ongoing efforts to aƩract a new mulƟuse venue in the Tri-Valley and conƟnuing to promote the accessibility of Dublin’s hotels to businesses and Tri-Valley desƟnaƟons. 11.10.1 LEVERAGE REGIONAL VENUE AND HOTEL ATTRACTION EFFORTS A. Policy 1. The City of Dublin shall conƟnue collaboraƟon with regional stakeholders like Visit Tri-Valley to aƩract a potenƟal mulƟuse venue and new hotels that would capture visitaƟon and commercial acƟvity associated with the mulƟuse venue. B. ImplementaƟon Measures 1. Collaborate with Visit Tri-Valley: Through ongoing collaboraƟon with Visit Tri-Valley, determine potenƟal opportuniƟes for Dublin to aƩract a mulƟuse venue or determine ways the City of Dublin can support the venue’s construcƟon and aƩract new hotels and hotel stays based on the venue’s operaƟons. 11.10.2 MARKET DUBLIN AS A LOCATION FOR OVERNIGHT VISITORS A. Policy 1. The City of Dublin shall support and pursue growth of overnight visits and addiƟonal hotel development to support related tax revenues, spending at local businesses, and the employee accommodaƟon needs of major businesses. B. ImplementaƟon Measures 1. Convene Annual MeeƟng of Hospitality Stakeholders: Work with Visit Tri-Valley to convene an annual meeƟng of hotel owners and managers in Dublin to offer services, idenƟfy and address concerns, and learn about opportuniƟes to promote the City’s hotels. 2. Promote Dublin: ConƟnue collaboraƟon with Visit Tri-Valley and advocate for promoƟon of Dublin’s hotels and new hotel development. 25 City of Dublin General Plan | Economic Development 11–11 11.11 GOAL VII: SUPPORT WORKFORCE OPPORTUNITIES Goal VII: Support Workforce OpportuniƟes prioriƟzes the support of workforce development services and commute access to jobs are readily available for the City of Dublin’s residents and workers. 11.11.1 LEVERAGE REGIONAL INITIATIVES A. Policy 1. The City of Dublin shall conƟnue to influence and leverage regional workforce and economic development organizaƟons and iniƟaƟves to ensure workforce development and training services are available to Dublin residents and workers. B. ImplementaƟon Measures 1. Build Regional Partnerships and Leverage IniƟaƟves for Training and Workforce Development: Maintain regular contact with and seek opportuniƟes to connect and encourage collaboraƟon between major employers and regional workforce and economic development organizaƟons. 11.11.2 LEVERAGE REGIONAL TRANSPORTATION INITIATIVES A. Policy 1. The City of Dublin shall support and achieve benefits from ongoing ini ƟaƟves to expand and invest in transportaƟon infrastructure. B. ImplementaƟon Measures 1. Leverage New Commute OpƟons: Consider and incorporate new worker commute access opportuniƟes, such as the planned Valley Link rail project, as part of planning and business aƩracƟon efforts. 26 Attachment 3 Chapter 11 ECONOMIC DEVELOPMENT ELEMENT General Plan 27 28 City of Dublin General Plan | Economic Development 11–1 11.1 INTRODUCTION The Economic Development Element guides the City of Dublin’s efforts to foster business expansion and job growth, providing a framework for economic development programs and activities. While the Economic Development Element does not explicitly seek to generate fiscal benefits accruing to the City of Dublin, increased net tax revenue is a likely byproduct of the policies. The overarching objective of the Economic Development Element is to enhance the competitiveness of the City of Dublin and to promote a strong, diverse, and evolving economic base that creates broadly shared economic and employment opportunities for Dublin residents and workers. 11.2 ECONOMIC DEVELOPMENT PRINCIPLES The City of Dublin desires to undertake economic development activities to improve its competitive position relative to other California cities. Competitiveness spans a multitude of subjective measures, including (1) attractiveness to companies, (2) attractiveness to individuals, (3) reputation/brand, and (4) innovation environment (i.e., potential for home-grown economic development). Maintaining a competitive position is critical to retaining local businesses and attracting new businesses, thereby sustaining and growing the local job base with high-value employment opportunities for current and future residents. In addition to traditional economic development tools that focus primarily on cost-based incentives for business, the City of Dublin desires to take a more holistic view of economic competitiveness that emphasizes the importance of “quality of place” and “quality of life” factors in attracting companies and individuals. Potentially through physical improvements and other enhancements to community character, the City seeks to promote and foster a built environment that inspires and supports new economic opportunities. Land use is central to the City of Dublin’s capacity to compete for jobs and economic growth. The community’s ability to develop real estate and public spaces at new and reusedredeveloped sites, locate interrelated companies near each other, encourage growth at key business nodes, and build vibrant, engaging, and contemporary places is vital to its competitiveness. Promoting real estate investment and achieving desirable land use outcomes is critical to positioning Dublin for economic growth and long-term economic sustainability. In addition, public development of new and reimagined civic spaces can enhance the City’s attractiveness, reputation, and innovation environment. The City of Dublin seeks to achieve equitable access to opportunities—further reinforcing the community’s holistic competitiveness for jobs, businesses, and individuals. Workforce development and education partnerships will ensure that residents and workers can access high-quality jobs and build wealth. Technical resources and simple approval processes for small businesses expand entrepreneurial opportunities. And culturally relevant engagement and services leverage Dublin’s rapidly diversifying population to grow the economy. 29 City of Dublin General Plan | Economic Development 11–2 11.3 RELEVANT PLANS AND POLICES Dublin has adopted a number of plans and policies to guide development. Some of these pertain to the entire City, while others have a specific area of focus. As part of the City of Dublin General Plan, this Economic Development Element provides goals, policies, and implementation measures that address the entire City, though some specific goals and policies are geographically targeted. The City’s General Plan and the Eastern Dublin and Downtown Dublin Specific Plans are most relevant to the Economic Development Element. A. City of Dublin General Plan The City’s General Plan is the policy framework for development decisions. It is the highest-level policy document for the City. State law requires that the general plans include land use, circulation, open space, conservation, environmental justice, air quality, safety, noise, and housing elements. Additional, optional, elements may be included. All elements of a General Plan are considered equal and all other plans and policies are required by state law to be consistent with the General Plan. The Economic Development Element is an optional element of the Dublin General Plan. The City of Dublin General Plan acknowledges that on the local level, development will be required to respond to community needs for housing, employment, and leisure opportunities and to the natural constraints of the area. In particular, regarding employment-supporting uses, the General Plan states that commercial and employment-generating uses will be located near the freeway and transit lines to facilitate efficient transportation. Accordingly, the Economic Development Element offers guidance for economic development activities in these areas, with particular focus on twothree important locations: (1) the Eastern Dublin Transit Center, (2) the Fallon East Economic Development Zone, and (23) Downtown Dublin. Dublin has developedtwo Specific Plans that cover both of these workplace locations. B. Eastern Dublin Specific Plan The Eastern Dublin Specific Plan (EDSP) provides policy guidance for existing and future development generally east of the Iron Horse Trail and the Parks Reserve Forces Training Area (Parks RFTA or Camp Parks). New development in this area requires adoption of Planned Development (PD) zoning, which includes development regulations, architectural standards, and preliminary landscape plans. The EDSP provides for employment-generating land uses located on the west side of the planning area, in close proximity to the BART station and near I-580 and Dublin Boulevard where freeway access is convenient. In addition to at the Transit CenterThe EDSP was also amended in 2022 to emphasize development of the Fallon Gateway area with employment-generating land uses within the Fallon East Economic Development Zone located in the eastern portion of the EDSP. In addition to the Transit Center and Fallon Gateway, the EDSP provides for office space and other employment-generating uses in additional locations within the Specific Plan area. C. Downtown Dublin Specific Plan The Downtown Dublin Specific Plan (DDSP) provides policy guidance, development standards, and design guidelines for Downtown Dublin. The DDSP replaced the Dublin Downtown Specific Plan, Downtown Core Specific Plan, San Ramon Road Specific Plan, Village Parkway Specific Plan, and West Dublin BART Specific Plan. The DDSP includes a Retail District, Transit-Oriented District, and Village Parkway District, each of which allow for office space and other employment-generating land uses, which contribute to economic development in Dublin. The City of Dublin adopted a Downtown Dublin Preferred Vision in 2019 and 30 City of Dublin General Plan | Economic Development 11–3 subsequent edits to the DDSP to guide development of the Dublin Commons project within the Retail District of the DDSP. 11.4 ORGANIZATION OF ECONOMIC DEVELOPMENT ELEMENT This Economic Development Element is organized according to the following structure: Goals Goals are general and serve as a guiding principalprinciples for economic development activities. Policies Policies divide the goals into more specific economic development guidelines. Implementation Measures Implementation measures are specific tasks needed to achieve the goals and policies. 11.5 GOAL I: ECONOMIC VIBRANCY INNOVATION GROWTH Economic vibrancy is central to the City’s economic development objective to enhance the competitiveness of the City and to maintain a strong and diverse economic base. Goal I: Economic Vibrancy includes policies to maintain and enhance the City’s economic development programs, including through more robust marketing and branding, highly-targeted outreach, and increased regional coordination. 11.5.1 MAINTAIN AN ECONOMIC DEVELOPMENT FUNCTION A. Goal 1: Innovation Growth includes policies to support Dublin in attracting and retaining businesses in a variety of industries, including those that were categorized as high-priority industries in the City of Dublin’s Economic Development Strategy adopted in 2024. 11.5.1 MAINTAIN AND ENHANCE ECONOMIC DEVELOPMENT FUNCTIONS A. Policy 1. The City of Dublin has a well-established practice of economic development work, including a variety of programs that support business attraction and retention. Through the Economic Development Department, the City currently offers incentive programs, business training, business outreach, and business support services. The City shall maintain the function of Economic Development as a tool to promote economic vibrancyinnovation growth in the City and the region. 31 City of Dublin General Plan | Economic Development 11–4 B. Implementation Measures 1. Maintain Business Incentive Programs: Maintain incentives that respond to current economic conditions and serve to attract and retain business activity in the City of Dublin, as appropriate. 2. Establish Industry Stakeholder Groups: Establish standing stakeholder groups for information technology, professional and financial services, and biomedical businesses. 2.3. Conduct Business Seminars, Roundtables, and other Related Programs: Offer seminars, discussion meetings, and classes to support business owners, in partnership with the Dublin Chamber of Commerce, the Alameda County Small Business Development Center, and other business support entities, as appropriate. 3.4. 3. CoordinationCoordinate with Regional Entities: At present, there are several regional entities working to advance economic development activities in the region. The City should Continue to remain engaged as an active participant in the current efforts (i-GATE, Tri-Valley Convention and Visitors Bureau, Innovation Tri-Valley, East Bay EDA, just to name a few). Additionally, the City should coordinate with future regional economic development efforts so long as they are not in conflict with this Element.to enhance economic development activities in the region. 4. Business Recognition Program: Recognize local businesses for significant anniversaries and notable contributions to the community. 4.5. 5. Continue the Business Visitation Program: Meet individually with businesses to assist with retention and expansion, and to raise awareness of City services available to local businesses. 6. Ombudsman Services: Facilitate permitting and other interactions between the business community and local government. 5.6. 7. Maintain the Economic Development Strategy: The City shall periodically review and update the Economic Development Strategy to ensure its relevance to proactively address the evolving marketneeds of businesses and respond to shifting economic forces, as necessaryconditions. 11.5.2 MAINTAIN A COMPREHENSIVE MARKETING AND BRANDING PLAN 11.5.2 A. ESTABLISH AND MAINTAIN A BUSINESS-FRIENDLY MARKETING AND BRANDING STRATEGY A. Policy 1. The City of Dublin produces marketing materials and undertakes other activities to promote Dublin as a place for business. The City shall formalize its marketing activities by creating and maintaining a comprehensive marketing and branding plan.strategy unique to Dublin’s economic development efforts targeted towards high-priority industries. The marketing and branding plan shouldstrategy shall be continually updated to refresh the City’s City of Dublin’s outward identity, publicizing the evolution of the City and business community, as appropriate. B. Implementation Measures 32 City of Dublin General Plan | Economic Development 11–5 1. Prepare a Marketing and Branding Plan: Building on the Economic Development Strategy,: Develop an economic development-tailored marketing and branding strategy that focuses on Dublin’s competitive assets. 1.2. Conduct City Staff Trainings: Establish a distinct identityshared understanding of Dublin’s assets and messaging for the City and specify appropriate Bay Area media outlets for promotional activities.economic development. 2.3. 2. Implement the Marketing and Branding PlanStrategy: Allocate staff time and/or funds to support marketing and branding efforts, as appropriate. 3.4. 3. Update the Marketing and Branding PlanStrategy: Revisit the planstrategy periodically to ensure that marketing and branding efforts are kept current. 11.5.211.5.3 1 1.5.3 FOCUS BUSINESS VISITATION PROGRAM ON HIGH-GROWTH COMPANIES PRIORITY INDUSTRIES A. Policy 1. Retaining businesses in high-growth companies is a priority industries is a primary goal for the City of Dublin, given the potential these companies hold for job creation within the City. Targeting To target businesses in high-growth companiespriority industries, the City shouldof Dublin shall maintain a Business Visitation Program that seeks to identify and solve local economic development constraints. B. Implementation Measures 1. Confirm High-Growth CompaniesPriority Industries: Building on the Economic Development Strategy adopted in 2024, establish and maintain a list of priority businessesindustries to prioritize for the Business Visitation Program. 2. Implement Targeted Visitation Program: Conduct business visitationsvisits and respond to cited concerns and issues, as appropriate. 11.5.311.5.4 1 1.5.4 PARTICIPATE IN REGIONAL ECONOMIC DEVELOPMENT EFFORTS A. Policy 1. The City of Dublin shall coordinate with local and regional entities to foster regional strengths, leveraging the efforts of organizations that seek to improve the Tri-Valley economicallyeconomy. Regional partners may be traditional economic development entities or other organizationorganizations that promote quality of place and quality of life through efforts to enhance the cultural and social fabric of the region. B. Implementation Measures 1. Identify Priority Entities/Programs: Building on the Economic Development Strategy, establish and maintainexpand communications with regional entities that have the potential to enhance the Tri- Valley economy. 2. Participate in Regional Economic Development Efforts: Coordinate and partner with regional economic development entities to support regional economic development efforts, as appropriate. 33 City of Dublin General Plan | Economic Development 11–6 11.6 GOAL II: IMPROVE CONDITIONS FOR SMALL BUSINESSES BUSINESS SUPPORT Small businesses and the jobs they support are critical to the City of Dublin economy. Goal II: Improve Conditions for Small BusinessesBusiness Support seeks to improve City of Dublin practices and procedures to promote small business growth. 11.6.1 IMPROVE AND MAINTAIN SMALL BUSINESS-FRIENDLY DEVELOPMENT SERVICES A. Policy 1. The City of Dublin shall strive to offer small businesses and other City permit applicants a clearan efficient and certaintransparent building permit and inspection process. By providing permit applicants a well-defined roadmap and timeline for interactions with the City of Dublin, the City willshall minimize the financial risk to applicants seeking to undertake new projects. Through an enhanced development services program, the City endeavors to minimize unnecessary costs of business in the City of Dublin. B. Implementation Measures 1. Maintain Business Concierge Program: Continue maintaining a “concierge” function to support businesses in navigating processes such as business licenses, tenant improvements, and other permitting processes. 2. Survey Small Businesses: Conduct ongoing follow-up surveys with businesses that interact with the City of Dublin to identify recurring issues affecting the clarity and efficiency of these processes. Evaluate and Implement Electronic Permit Tracking System: Convert to an online building permit process. 1.3. 2. Evaluate Possible Building Permit/Inspection Process Potential Refinements: to City processes and communication: Based on feedback, review current procedures and consider options to improve the City permit and inspection processimplement improvements to permitting, licensing, and other City processes affecting Dublin’s businesses. 11.6.2 IMPROVE MARKETING OF CITY-OFFERED PROGRAMS AND SERVICES A. Policy 1. The City of Dublin shall strive to improve marketing of City-offered incentives, services, and programs to existing small businesses in addition to maintaining successful engagement with new businesses. B. Implementation Measures 1. Promote City-Offered Incentives and Services: Maintain a process and regular timeline for preparing and sending marketing to business license holders and local small businesses. 34 City of Dublin General Plan | Economic Development 11–7 2. Review Small Business Events: Continue conducting reviews of small business promotional events and campaigns to assess their impact and relevance to local businesses. 11.6.3 ENHANCE SMALL BUSINESS ENGAGEMENT AND TECHNICAL TRAINING RESOURCES A. Policy 1. The City of Dublin shall enhance ongoing engagement between the City and local small businesses to pursue opportunities to support businesses and to share available programs and marketing opportunities. As opportunities and funding arise, the City of Dublin shall also expand small business technical training resources. B. Implementation Measures 1. Conduct Outreach to Small Businesses: Conduct outreach targeted to Dublin’s diverse communities of local small businesses and business organizations to gather information about specific needs and concerns. 2. Continue Small Business Navigator Program or Similar Services: Continue to provide service and expand, if possible. 3. Maintain Online Resources: Continue using the City of Dublin’s website to help connect local small businesses to programs and organizations that provide technical assistance. 4. Assist Small Businesses Directly: Continue providing small business assistance through activities such as direction to resources, local grant funding and low-cost loan opportunities, landlord outreach, and connections with real estate brokers and other regional partners. 11.7 GOAL III: DEVELOPMENT OF STRATEGIC EMPLOYMENT-SUPPORTING GREENFIELD SITES Economic development and job growth will require additional workspaces in the future. Goal III: Development of Strategic Employment-Supporting Greenfield Sites seeks to maximize the potential for ensure development of workplacemajor greenfield opportunity sites with modern commercial and light industrial employment uses in by supporting infrastructure needs and reducing cost barriers. 11.7.1 PRIORITIZE THE FALLON EAST ECONOMIC DEVELOPMENT ZONE A. Policy 1. The City of Dublin shall continue prioritizing the Fallon East Economic Development Zone as a key area for attracting high priority industries such as those identified in the Economic Development Strategy adopted in 2024. 11.7.1 PARTNER WITH THE ALAMEDA COUNTY SURPLUS PROPERTY AUTHORITY B. A. Implementation Measures 35 City of Dublin General Plan | Economic Development 11–8 1. Develop Infrastructure: Continue working with property owners, developers, and the City of Livermore to coordinate, fund, and build out the Dublin Boulevard extension and other required infrastructure, as feasible. 2. Maintain and Consider Incentives for Development: Continue to prioritize attracting high-priority industries through development incentives in the Fallon East Economic Development Zone. Solicit feedback on existing development incentives to determine future adjustments. 3. Promote Fallon East Economic Development Zone: Promote greenfield development opportunities as part of Dublin’s marketing and branding efforts, especially when undertaking business attraction efforts focused on R&D, biomedical, office, manufacturing, and other light industrial uses. 11.7.2 MONITOR OPPORTUNITIES AND PROMOTE DEVELOPMENT IN OTHER KEY GREENFIELD SITES A. Policy 1. The City of Dublin shall continue to monitor and promote development in key greenfield sites across the City that can accommodate employment-generating uses. B. Implementation Measures 1. Promote Dublin Centre Project: Work with the developers of the Dublin Centre Project to ensure the creation of a modern mixed-use community gathering and entertainment destination. 2. Engage With Alameda County Surplus Property Authority (ACSPA) controls ): Continue engagement with the ACSPA to determine a vision and work plan for activating and developing county-owned parcels near the Dublin/Pleasanton BART station. 3. Monitor Additional Greenfield Sites: Continue to monitor opportunities to support commercial development at other greenfield sites such as the vacant property bounded by Arnold Road, Martinelli Way, Hacienda Drive, and I-580. 11.8 GOAL IV: PROMOTE INFILL INVESTMENT Goal IV: Promote Infill Investment enhances Dublin’s ability to compete for innovation-oriented businesses by creating commercial environments that attract modern retail, housing, dining, recreation, and entertainment amenities. 11.8.1 ACHIEVE THE DOWNTOWN DUBLIN VISION A. Policy 1. The City of Dublin shall continue to identify and implement investments, partnerships, and regulatory changes that accelerate the emergence of Downtown Dublin as a mixed-use innovation district and community destination. B. Implementation Measures 36 City of Dublin General Plan | Economic Development 11–9 1. Partner with Developers and Property Owners: Continue providing supportive services, regulatory amendments, and participating in development negotiations as part of the public-private partnership to accelerate buildout of the Dublin Commons project. 2. Explore Funding and Financing Tools: Explore adoption of funding and financing tools to accelerate construction of public infrastructure that supports buildout of the Dublin Commons project and improves multimodal transportation connections within and between subareas of Downtown Dublin. 3. Identify Incubator Space Opportunities: Explore the potential creation of a business and innovation incubator space in the Downtown Dublin area. 11.8.2 EXPLORE OPPORTUNITIES WITH HACIENDA CROSSINGS SHOPPING CENTER A. Policy 1. The City of Dublin shall explore opportunities to support tenant attraction, expansion of entertainment and dining, reduce barriers to diversifying uses, and to incentivize reinvestment and new development within the Hacienda Crossings shopping center. B. Implementation Measures 1. Maintain Regular Contact with Hacienda Crossings Management: Ensure proactive regular contact with Hacienda Crossings management and ownership to identify and address barriers and opportunities for attracting tenants and reinvestment at the shopping center. 2. Collaborate In Future Plans: If the Hacienda Crossings ownership chooses to pursue a significant master planning or re-visioning process for the center, collaboratively identify ways to support and accelerate this process. 11.8.3 EXPLORE THE FUNCTIONALITY OF EXISTING INDUSTRIAL BUILDINGS A. Policy 1. The City of Dublin shall undertake a process to determine the functionality and relevance of existing industrial buildings for manufacturing, R&D, and construction businesses. Based on the results of this process, the City may undertake actions to address challenges and implement land with use policy as needed to preserve the diversity of spaces available for businesses in Dublin. B. Implementation Measures 1. Study Functionality: Study the functionality, relevance, challenges, and opportunities of industrial spaces, especially within the Sierra / Trinity Business Park. 2. Investigate and Land Use Policy Changes: Based on the findings of the preceding action, investigate the need for land use and zoning in place for over two million square feet of office development at the Eastern Dublin Transit Center, developmentpolicy changes that limit or expand the types of uses permitted in specific industrial areas in Dublin, particularly in the Sierra / Trinity Business Park. 3. Implement Actions to Support Functionality of Industrial Buildings: Pursue land use policy changes as appropriate to preserve a wide diversity of space available for businesses in all industries in Dublin, as necessary. 37 City of Dublin General Plan | Economic Development 11–10 11.9 GOAL V: SUPPORT RETAIL VITALITY Goal V: Support Retail Vitality seeks to support Dublin’s retail opportunities given market trends such as growth of e-commerce sales and the evolution of tenant space and location preferences. 11.9.1 STUDY INCENTIVES AND LAND USE REGULATION TO REDUCE BARRIERS A. Policy 1. The City of Dublin shall study potential that could support significant future job growth in the City. The City shall seek to strengthen its incentives and changes to zoning and land use regulation that will reduce barriers to flexibly reusing existing retail spaces and to converting retail uses to in-demand uses such as entertainment, dining, and personal services. B. Implementation Measures 1. Investigate and Address Regulatory Barriers: Collect information regarding specific regulatory barriers to changes of use in retail spaces through ongoing working relationship and partner with ACSPA to position County-owned Eastern Dublin sites as a jobs center for the regioncontacts with brokers and retail, dining, and entertainment businesses. Review and modify any regulatory barriers, as needed. B. Implementation Measures 1. Evaluate Existing Land Uses/Zoning: In coordination with ACSPA, review current campus office sites for consistency with market demand and potential for job creation. 2. Evaluate the Potential to Offer “Shovel Ready” Parcels: In coordination with ACSPA, explore and implement, as appropriate, entitlement work (e.g., planning, architecture, and engineering) that could shorten the development project delivery timeline for end users. 3. Explore Potential for Increased Site Marketing: In coordination with ACSPA, explore and implement enhanced marketing of development opportunities, as appropriate. 11.7.2 SUPPORT DOWNTOWN BUSINESS ATTRACTION AND DEVELOPMENT EFFORTS 11.9.2 A. EXPAND AND ENHANCE RETAIL PERFORMANCE MONITORING A. Policy 1. With the adoption of the Downtown Dublin Specific Plan (DDSP), the City created a vision for a vibrant mixed-use center, with opportunities for development of employment-supporting uses such as office and retail space. The DDSP strives to create a walkable urban environment that when fully realized could have a dramatic positive effect on quality of place and the City’s regional competitiveness. To achieve this vision and foster economic development, the City shall pursue landowner/business coordination and partnerships to promote the continued evolution of the downtown area. 38 City of Dublin General Plan | Economic Development 11–11 1. B. The City of Dublin shall maintain and expand performance monitoring of existing shopping centers and commercial areas. B. Implementation Measures 1. Conduct Outreach Efforts: Build support for programs and actions that progress the downtown vision. 2. Participate in Coordinated Activities: In partnership with landowners and businesses, contribute to efforts that promote investment opportunities in the downtown area, as appropriate. 11.8 GOAL IV: ACHIEVE THE DOWNTOWN VISION Quality of place and quality of life factors are increasingly critical to economic development. The Downtown Dublin vision offers an opportunity to improve quality of place and quality of life factors in Dublin. Goal IV: Achieve the Downtown Vision includes policies that encourage the City to be more active in downtown development, and in other strategic projects within the City. 11.8.1 EXPLORE POTENTIAL FUNDING SOURCES AND FINANCING TOOLS TO ADVANCE REAL ESTATE AND ECONOMIC DEVELOPMENT 1. A. Monitor Sales Performance: Continue working with the City of Dublin’s sales tax data provider to establish data reporting geographies in Dublin. Continue monitoring sales tax performance on a quarterly basis for all reporting geographies. 2. Market City-Offered Services to Businesses: Conduct outreach and market existing City-offered services to owners of shopping centers and businesses experiencing significant declines in sales. Utilize the services of the Business Navigator Program as a resource for these businesses. 3. Engage Brokers and Property Owners: Continue ongoing engagement with brokers and property owners to identify opportunities, challenges, tenant changes, and trends. 11.9.3 MAINTAIN OUTREACH TO LARGE SALES TAX REVENUE GENERATORS A. Policy 1. A primary challenge associated with positioning opportunity areas for new development is obtaining reliable financial resources for place-making investments, potentially including creation of public spaces (e.g., parks, plazas, and public art), streetscape and gateway improvements, infrastructure, public parking, or other strategic investments (e.g., subsidies for catalytic projects). The City should seek sources of funds and consider available financing mechanisms for strategic projects. 1. B. The City of Dublin shall prioritize support for its largest sales tax revenue generators, given the importance of these businesses to the City’s overall retail and fiscal health. 39 City of Dublin General Plan | Economic Development 11–12 B. Implementation Measures 1. Perform Annual Outreach: Continue annual outreach to automobile dealership owners and the other top 10 sales tax revenue generators in the City of Dublin to offer City services and identify and resolve any relevant issues and concerns. 11.10 GOAL VI: ENHANCE HOTEL STAYS AND DEVELOPMENT Goal VI: Enhance Hotel Stays and Development focuses on positioning the City of Dublin to benefit from ongoing efforts to attract a new multiuse venue in the Tri-Valley and continuing to promote the accessibility of Dublin’s hotels to businesses and Tri-Valley destinations. 11.10.1 LEVERAGE REGIONAL VENUE AND HOTEL ATTRACTION EFFORTS A. Policy 1. The City of Dublin shall continue collaboration with regional stakeholders like Visit Tri-Valley to attract a potential multiuse venue and new hotels that would capture visitation and commercial activity associated with the multiuse venue. B. Implementation Measures 1. Identify Funding Sources and Financing Tools: Building on the Economic Development Strategy; maintain a “toolkit” of potential funding sources and financing mechanisms. 2. Identify Strategic Investments: Seek opportunities to make public investments that are likely to have positive economic development effects and advance private sector projects, as appropriate. 11.8.2 EXPLORE THE CREATION OF AN ECONOMIC DEVELOPMENT CORPORATION A. Policy 1. An Economic Development Corporation (EDC) could be established to expand the City’s ability to invest in real estate ventures, potentially expediting downtown development activities through catalytic projects. The City should explore the potential for establishment of a local EDC in Dublin. 1. B. Collaborate with Visit Tri-Valley: Through ongoing collaboration with Visit Tri-Valley, determine potential opportunities for Dublin to attract a multiuse venue or determine ways the City of Dublin can support the venue’s construction and attract new hotels and hotel stays based on the venue’s operations. 11.10.2 MARKET DUBLIN AS A LOCATION FOR OVERNIGHT VISITORS A. Policy 1. The City of Dublin shall support and pursue growth of overnight visits and additional hotel development to support related tax revenues, spending at local businesses, and the employee accommodation needs of major businesses. 40 City of Dublin General Plan | Economic Development 11–13 B. Implementation Measures 1. Explore the EDC Concept: Identify and analyze the range of EDC business/financial and legal models that could be appropriate for the City of Dublin and advance the concept, as appropriate. 1. Convene Annual Meeting of Hospitality Stakeholders: Work with Visit Tri-Valley to convene an annual meeting of hotel owners and managers in Dublin to offer services, identify and address concerns, and learn about opportunities to promote the City’s hotels. 2. Promote Dublin: Continue collaboration with Visit Tri-Valley and advocate for promotion of Dublin’s hotels and new hotel development. 41 City of Dublin General Plan | Economic Development 11–14 11.11 GOAL VII: SUPPORT WORKFORCE OPPORTUNITIES Goal VII: Support Workforce Opportunities prioritizes the support of workforce development services and commute access to jobs are readily available for the City of Dublin’s residents and workers. 11.11.1 LEVERAGE REGIONAL INITIATIVES A. Policy 1. The City of Dublin shall continue to influence and leverage regional workforce and economic development organizations and initiatives to ensure workforce development and training services are available to Dublin residents and workers. B. Implementation Measures 1. Build Regional Partnerships and Leverage Initiatives for Training and Workforce Development: Maintain regular contact with and seek opportunities to connect and encourage collaboration between major employers and regional workforce and economic development organizations. 11.11.2 LEVERAGE REGIONAL TRANSPORTATION INITIATIVES A. Policy 1. The City of Dublin shall support and achieve benefits from ongoing initiatives to expand and invest in transportation infrastructure. B. Implementation Measures 1. Leverage New Commute Options: Consider and incorporate new worker commute access opportunities, such as the planned Valley Link rail project, as part of planning and business attraction efforts. 42 Updates to the Dublin Economic Development Element Planning Commission Meeting December 10, 2024 About the Economic Development Element Today: Economic Development Element Updates •Part of the General Plan •Guides City actions •Last updated 2013 Updating to align with Dublin’s new Economic Development Strategy •Implementation-oriented 5- to 7 -year plan •Guides and prioritizes work of the Office of Economic Development •Last updated 2012, followed by the ED Element •New Strategy adopted in October 2024 Economic Development Element Process Input September 2023 – February 2024 Data Analysis Research Focus Groups Online Community Survey Strategy Framework March 2024 – June 2024 Strategy Framework Economic Development Strategy June 2024 – October 2024 Draft Economic Development Strategy Final Strategy City Council adoption Economic Development Element October 2024 – January 2024 Draft Economic Development Element Today’s Planning Commission Meeting (12/10) Final Element City Council adoption Key Successes Since the 2013 ED Element •Development of Zeiss Innovation Center (approx. 770 jobs) •Development of the Kaiser Medical Office Building and Cancer Center (approx. 545 jobs) •Development of the Persimmon Place Shopping Center (increased jobs and tax revenue) •Addition of more than 600,000 commercial square feet •Attraction of headquarters (Patelco Credit Union, Ross Stores, TriNet , Rezolve.ai, SavvyMoney, Orchestro.ai, pCloudy) •Retention of Graybar Electric (one of Dublin’s largest sales tax producers) 4 Economic Development Element Structure Goals (matches ED Strategy) •Seven guiding principles for economic development efforts Policies •Economic development guidelines Implementation Measures •Tasks to achieve goals and policies Economic Development Principles Big Picture Conclusions that Informed the Proposed Element Goals 1.Historically focused on household-serving uses, government jobs, other headquarters / regional offices 2.Poised to pivot toward innovation-oriented industries 3.Opportunities include professional and scientific services, computer technology, biomedical, limited distribution and manufacturing 4.Balance infill and greenfield investment 5.Reinforce the business environment: a)Modernize buildings, spaces, and districts b)Add amenities, create vibrant gathering places c)Rationalize retail organization across the City Updates to the Economic Development Principles •Unchanged principles: •Improving competitive position •Emphasis on “quality of place” and “quality of life” factors •Promoting real estate investment to achieve desirable land use outcomes that encourage business growth •Added principle: Equitable access to opportunities •Workforce support •Entrepreneurship •Culturally relevant engagement and services Updates to the ED Element Goals Goal 1: Economic Vibrancy Goal 2: Improve Conditions for Small Businesses Goal 3: Development of Strategic Employment- Supporting Sites Goal 4: Achieve the Downtown Vision 2013 Economic Development Goals 8 Revised Economic Development Goals Goal 1: Innovation Growth Goal 2: Small Business Support Goal 3: Development of Strategic Employment-Supporting Greenfield Sites Goal 4: Promote Infill Investment Goal 5: Support Retail Vitality Goal 6: Enhance Hotel Stays and Development Goal 7: Support Workforce Opportunities Goal 1 of 7: Innovation Growth Attract and retain businesses and employment in innovation-oriented and professional service industries •Opportunity: Computer technology and artificial intelligence, professional services, biomedical devices, and other R&D/advanced manufacturing •Policies: 1.Maintain and enhance economic development functions 2.Establish and maintain a business-friendly marketing and branding strategy 3.Focus business visitation program on high-priority industries 4.Participate in regional economic development efforts 9 Goal 2 of 7: Small Business Support Promote small business growth 10 •Opportunity: Improve awareness of services and enhance efficiency/transparency of applicant interactions with City •Policies: 1.Improve and maintain small business-friendly development services 2.Improve marketing of city-offered programs and services 3.Enhance small business engagement and technical training resources Goal 3 of 7: Development of Strategic Employment-Supporting Greenfield Sites Ensure development of major greenfield opportunity sites 11 •Opportunity: Attract modern commercial and light industrial development •Policies: 1.Prioritize the Fallon East Economic Development Zone 2.Monitor opportunities and promote development in other key greenfield sites Goal 4 of 7: Promote Infill Investment Compete for innovation-oriented businesses by creating attractive commercial environments with modern amenities 12 •Opportunity: Modernize aging commercial and industrial areas, create community gathering places, attract life science and innovation-oriented uses •Policies: 1.Achieve the Downtown Dublin Vision 2.Explore opportunities with Hacienda Crossings Shopping Center 3.Explore the functionality of existing industrial buildings Goal 5 of 7: Support Retail Vitality Sustain and strengthen the health of Dublin’s shopping, dining, and entertainment businesses 13 •Opportunity: Diversify retail uses as business mix shifts toward services, food, entertainment, specialty; maintain health of major sales tax generators •Policies: 1.Study incentives and land use regulation to reduce barriers 2.Expand and enhance retail performance monitoring 3.Maintain outreach to large sales tax revenue generators Goal 6 of 7: Enhance Hotel Stays and Development Work with regional agencies to expand and highlight Dublin’s potential as a regional hotel and hospitality destination 14 •Opportunity: Position Dublin to benefit from regional efforts to attract additional hotel stays and visitors •Policies: 1.Leverage regional venue and hotel attraction efforts 2.Market Dublin as a location for overnight visitors Goal 7 of 7: Support Workforce Opportunities Enhance workforce support, development, and commute options to create opportunities for all members of the workforce 15 •Opportunity: Ensure robust access to high-quality job opportunities for residents at all education and skill levels •Strategies: •Leverage regional initiatives •Leverage regional transportation initiatives Staff Recommendation Conduct a public hearing, deliberate, and adopt the Resolution Recommending City Council Approval of a General Plan Amendment to Update the Economic Development Element •Questions and feedback?