COUNCIL WATCH...
A Report on Council

Notes and commentary on the 1/12/09 Petaluma Council Meeting presented by the Council Watch Team of Petaluma Tomorrow

Agenda Item: 1.A Economic Development Strategy RFP [Request for Proposal] Workshop. (Brown/Moore)

What's at Stake: City Manager Brown after consultation with Council Members and a broad variety of interests presented a discussion draft of a request for consultant proposals that would activate a more factual and measured understanding of the best
options for Petaluma's economy. Through this project the City wishes to achieve the following objectives:

1. Educate the community and decision-makers on the critical elements of a successful economic development strategy and build broad-based public support
for the recommended strategy and its implementation.

2. Establish a vision for the City's economic future, and goals, objectives, and
policies for economic development in the City that are consistent with the General Plan.

3. Create an economic development strategy that seeks to maximize social and
enviornmental benefits, and minimizes social and environmental costs.

4. Strengthen and expand existing businesses and each business sector.

5. Further diversify the local economy to reduce reliance on any one sector.

6. Attract new businesses to Petaluma.

7. Identify and support the development of emerging markets and new business sectors.

8. Create a sustainable economy that maximizes use of existing land.

9. Create a sustainable revenue stream to finance city services to the community.

10. Create living wage jobs, increase per capita income, and increase the standard of living in Petaluma.

11. Create support strategies, mechanisms, and incentives to effectively impliment the City's economic development strategy.

12. Organize City functions and establish a staffing structure to effectively implement the economic development strategy.

13. Establish and/or strengthen local and regional economic development partnerships.

14. Establish the management tools necessary to measure and report on the effectiveness of the City's economic development activities.

Council Questions/Clarifications: Rabbitt said he'd suggested such a study two years ago and wanted to be sure Council was closely involved. Harris was concerned with the possible one year to do the study. Renee wanted to be sure educational factors were considered particularly opportunities for women. Barrett suggested prioritization of time frames and attention to regional influences. Healy acknowledged comments by Rabbitt and Harris and proposed rephrasing some of the points in the directive to possible consultants. Glass suggested caution in proceeding and joined Healy in the suggested wording revisions.

Public Comment: Jeff Mayne, Petaluma Downtown Assn., pointed out the problem of vacancies and offered to be a stakeholder. Melissa Abercrombie, Petaluma Neighborhood Assn., urged that there be close coordination with SRJC. Marty Bennett, Living Wage and other organizations, cited the importance of SMART and other public transit and the need to move 4000 families below the sustainable income level to better paying jobs, Wayne Morganthaler, PIBA (Petaluma Independent Business Association), made the point of the need to help existing businesses grow. Dick Herman, President of Santa Rosa Manufacturers, said there are 100 manufacturers along the 101 corridor employing over 5000 people and detailed how well these small companies were doing and how they offered great earning opportunities to high School graduates. The Chamber of Commerce pledged its support.

Council Comments and Votes: Since Council support was unanimous Mayor Torliatt asked City Manager Brown about starting the process pointing out the importance of the Hospital and Health Care opportunities. Brown felt that the finished RFP would take three weeks, the consultant recruiting process 3 months and organizing of steakholders would commence immediately.

Analysis: This is a major undertaking, which could have an extraordinary impact for Petaluma. With these kinds of studies, implementation is always the hard part. To be effective, this plan will have to confront those businesses that feel threatened by these government efforts if they think those efforts will create competition too close to their interests.

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