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AGENDA
TEMECULA CITY COUNCIL
' MEETING JOINTLY WITH THE TEMECULA REDEVELOPMENT AGENCY
AN ADJOURNED SPECIAL MEETING
TEMECULA CITY HALL, MAIN CONFERENCE ROOM
43174 BUSINESS PARK DRIVE
FEBRUARY 21, 1995 - 7:00 PM
At approximately 9:45 PM, the City Council will determine which of the remaining
agenda items can be considered and acted upon prior to 10:00 PM and may
continue all other items on which additional time is required until a future meeting.
All meetings are scheduled to end at 10:00 PM.
Next in Order:
Ordinance: No. 94-10
Resolution: No, 94-~8
CALL TO ORDER:
Mayor Jeffrey Stone presiding
Flag Salute:
Councilmember Lindemans
ROLL CALL:
Lindemans, Mur~oz, Parks, Robarts, Stone
PRESENTATIONS/
PROCLAMATIONS
PUBLIC COMMENTS
A total of 15 minutes is provided so members of the public can address the Council on
items that are not listed on the Agenda or on the Consent Calendar. Speakers are limited
to two (2) minutes each. If you desire to speak to the Council on an item not listed on the
Agenda or on the Consent Calendar, a pink "Request to Speak' form should be filled out
and filed with the City Clerk.
When you are called to speak, please come forward and state your name for the record.
For all other agenda items a "Request to Speak" form must be filed with the City Clerk
before the Council gets to that item. There is a five (5) minute time limit for individual
speakers.
R:Vkgenda%0 11796 I
CITY COUNCIL REPORTS
Reports by the members of the City Council on matters not on the agenda will be made at
this time. A total, not to exceed, ten (10) minutes will be devoted to these reports.
COUNCIL BUSINESS
I Economic Develooment Work Program
RECOMMENDATION:
1.1 Receive report on the City's economic development work program.
1.2 Approve an RFQ (Request For Qualifications) for Marketing Services
1.3 Provide direction concerning financial incentives criteria
CITY MANAGER'S REPORT
CITY ATTORNEY'S REPORT
ADJOURNMENT
Next regular meeting: February 28, 1995, 7:00 PM, Community Recreation Center, 30875
Rancho Vista Road, Temecula, California.
R:~kgenda~11796 2
ITEM
1
APPROVAL ER~
CITY ATTORNEY
FINANCE OFFI
CITY MANAG
CITY OF TEMECULA
AGENDA REPORT
TO:
FROM:
DATE:
SUBJECT:
City Manager/City Council
Mary Jane McLarney, Assistant City Manager
February 21, 1995
Economic Development Work Program
RECOMMENDATION:
That the City Council discuss and consider to:
1 ) Receive a report on the City's economic development work program.
2) Approve a Request for Qualifications for Marketing Services.
3) Provide direction concerning financial incentives criteria.
BACKGROUND:
In connection with the adoption of the City's General Ran, the City Council adopted goals
and policies for economic development which ere included as Attachment I. In summary,
the goals are as follows: 1 ) attract clean industry; 2) achieve manufacturing, services and
retail diversification; 3) provide a sound fiscal foundation; 4) develop a high quality work
force through education and job training; 5) promote the City to attract business; and 6)
promote tourjam.
At the City Council workshop on August 2, 1994, the Council directed staff to prepare an
economic development work program. The staff team to prepare the program consisted of
Gary Thornhill, Shawn Nelson, and Mary Jane McLarney. The report has been reviewed by
and input was received from Temecula Valley Economic Development Corporation (EDC)
and Chamber of Commerce (Chamber) representatives, as well as the Council's Economic
Development Committee.
WORK PROGRAM
Date Collection
In order to assess existing conditions in Temecula, a significant amount of data collection
is necessary. Information has been gathered in several areas, the local labor pool, existing
land use inventory, and s regional economic forecast.
Additionally, the County of Riverside is in the process of preparing a County-wide strategic
plan for Economic Development. In connection with this process, the County conducted
local meetings to identify core issues to formulate action items to enhance and refine
economic development activities in each region. Local business leaders, developers and
government officials participated in these meetings,
Assessment of Exist,ha Conditions
Based on the data collected, both positive and negative conditions were identified for
consideration in the work program.
Quality of life - Temecula has been identified as having the best quality of life in the
County by the Press Enterprise. The article cites our excellent climate, level of public
safety, fiscal stability of government and opportunities for recreation as determining factors
for this designation.
Labor force - A 1994 labor force study for the Temecula-Murrieta region indicates that we
have a well educated work force. However, one half of the work force must commute out
of the area.
Infrastructure - Road improvements critical to improving circulation in the City are identified
in the Capital Improvement Program. Major projects include Winchester Bridge widening,
Overland Crossing, Rancho California bridge widening, First Street Bridge end the Western
Bypass Corridor. Funds are currently available for the Winchester Bridge and First Street
Bridge projects. Financing for Overland Crossing and the Rancho California bridge are
contingent on the development of the Regional Center. The Western Bypass Corridor will
be primarily funded through an assessment district as the adjacent industrial parks are built
out.
Inventory of vacant land and buildings - During the past twelve months the majority of our
standing inventory of industrial space has been absorbed. Efforts should be focused on
attracting venture capital to the area and marketing build-to-suit projects.
Local Economic Forecast - According to a Quarterly Economic Report prepared by IEEP, the
overall outlook for 1995 for the Inland Empire is bright, (See Attachment III)
Construction and Housing - A new construction cycle will begin in 1995,
with housing, industrial and public projects causing construction end housing
sectors to add 2,500 jobs· 1,200 will be construction jobs and 1,300 will be
2
in related building supply and sales, real estate, mortgage and insurance
sectors.
Manufacturing (Non-Defense) - With many firms having announced plans to
move to the Inland Empire, and several expansions known to be underway,
the region's manufacturing sectors should grow by at least 4,100 jobs in
1995. The longer term is even brighter.
Export Service Sectors - In 1995, the export service sectors will expand by
6,600 jobs. Of these, business services will continue their upward trend,
adding 2,200.
Defense conversion study findings - The County of Riverside is in the process of finalizing
the study and the results of the study will be transmitted tothe City Council when they are
available.
County strategic plan findings - Additional meetings will be held by the County to review
the results of their meetings and to make recommendations for Economic Development in
the southwest region.
Economic Develooment Activities
Based on the existing conditions in the City, staff has formulated the following action plan:
Staff recognizes that economic development in Temecula depends on partnerships with
several governmental and local entities, which are described on Attachment II.
Business Attraction
Marketing - The Economic Development goals identify clean manufacturing and tourism as
areas to focus marketing efforts, Staff recommends further refinement of the target
manufacturing sector to high technology and biomedical industry companies to support the
businesses already located in the City.
The marketing program will consist of two elements, regional and local. The Riverside
County Economic Development Agency (EDA) and the Inland Empire Economic Partnership
(IEEP) have embarked on an advertising campaign to educate and increase awareness of
the region as a good place to do business. This educational process is necessary to
establish a frame of reference for Temecula, as well as directly providing leads.
Attachment IV is a Request for Qualifications (RFQ) for development of a targeted
marketing program. The RFQ includes the City's six economic development goals,
emphasizes our quality of life and requires a targeted approach to the program. Special
consideration will be given to those firms responding with the most cost effective ideas
and creative ways to use free media time.
Trade Shows and Conferences - Representatives from the IEEP, EDA and EDC attend trade
shows and conferences on a regular basis and use the City of Temecula fact packs in their
presentation materials· City staff will attend as time and circumstance warrant· Typically,
the EDC has a substantial number of participants for these events.
Additionally, the EDA has formed a Southwest Economic Development Regional Council to
advise the EDA on issues in the region. Currently, we are preparing for a regional
economic development conference tentatively scheduled for May 1995. The mailing list
will consist of specific references (i.e. suppliers and customers) provided by companies
already doing business in the region.
Promotional Programs - Staff recommends that the City continue to support the Balloon
and Wine Festival, Rod Run, Rodeo, and Tractor Race due to the number of visitors these
events bring to the area.
Film Commission - The entertainment industry is a growing .sector in the Southem
California economy. Therefore, it is import. ant to promote Temecula as an ideal setting for
filming and that it is easily accessible from the Los Angeles area. Assistance for the
Temecula Film Commission will be addressed in · separate staff report on February 28.
Incentives
Permit Streamlining - A Temecula Fast Track Team has been established to facilitate the
development process. The team, which consists of representatives from Development
Services and the City Manager's Office meets bi-weekly to discuss pending leads,
development applications in progress, and address concerns with other agencies (e.g.
Health Department). The team will also meet with prospective businesses and is in the
process of preparing a development handbook.
Loan Programs - The City has access to several loan programs to assist businesses with
relocation or expansion plans. Financing vehicles include SBA loans, County
Redevelopment loans, Temecula RDA Small Business Rehabilitation loans and Industrial
Development Bonds. The Temecula Valley Economic Development Corporation is in the
process of developing a micro-loan program to assist small businesses in their
development, expansion, and job growth. A business relocation or expansion may be
financed with one or any combination of these programs. The City enjoys a cooperative
working relationship with the sponsors of each of these programs.
Financial Incentives - As a result of AB 1290, the City/RDA has been restricted to
providing financial incentives only to industry within the project area. When the City is
approached by a business desiring a financial incentive, staff prepares an analysis on a
case by case basis of the fiscal impact of the proposed relocation or expansion. Based on
the analysis, staff determines whether the request is reasonable. In order to approach
each request equitably, staff recommends that the City Council establish guidelines for
financial incentives. An alternative to consider is as follows:
The expansion or relocation must create at least 25 new jobs.
The minimum average wage must be at least two times the minimum wage.
4
The improvements must be worth at least $1 million and be long-term in
nature (i.e. three year useful life).
A fiscal impact analysis must result in tax proceeds to the City in excess of
incentives provided. Staff is currently developing a matrix to analyze
requests using the above criteria and incorporating a weighting system.
Business Retention
In order to retain existing businesses, it is necessary to have an "early warning network" to
alert the City of impending problems. The EDC provides the City with a Business Retention
Committee. The committee visits businesses monthly end reports any difficulties to the
City.
Additionally, staff is recommending the implementation of e' Mayor's recognition breakfast
to express appreciation to those who have invested in our community. Efforts are now
underway by the Temecula Manufacturer's Council.
Education and Job Trainino
In order to continue to provide a trained labor force, staff recommends the following:
Explore the long-range potential for locating a campus of the California State University
system within the Temecula vicinity.
Designate a site for a community college in Temecula.
Establish an education and training consortium between the City, the school districts and
local employers. For example, the EDC, acting jointly with Mount San Jacinto College, is
in the process of finalizing an eight session "Certificate of Completion" program for small
business owners covering planning, marketing, accounting, human resources, public
relations, computers and related fields·
Prepare information on advantages of Temecula Unified School District and Mt. San
Jacinto Community College District.
Promote County and State job training programs.
Establish Performance Measures
In order to monitor the effentivenass and efficiency of the work program, it is necessary to
establish performance measures. Staff would recommend the following as meaningful
performance measures:
2.
3.
4.
5.
Impacts on Business
Targeting to Distressed Areas
Assistance to Targeted Businesses
Number of Jobs Created and Retained
Coordinating and Leveraging of Programs
R,'~I)q~f4HOP 5
FISCAL IMPACT:
The marketing program proposal will be brought to Council during April.
ATTACHMENTS:
II.
III.
IV.
V.
Economic Development Element - Goals and Policies.
City of Temecula/Economic Development Partners.
Inland Empire Employment Trends.
RFQ for Marketing Services,
A Labor Market Analysis for the Temecula-Murrieta Region.
CITY OF TElVIECULA
Economic Development Element
GOALS AND POLICIES
Goal 1
Development of a strong bsse of dean manvf~,ctnring activities which employs
a sialled labor force and can be successfully integrated into Temecula's
COmmnnit3/Cha,rBr~.r.
Discussion
Policy
Tcmccula has maintained high smdards for manufacturing activity which have
cnhanccd its attractivcncss to both cmployers and residents. With additional land
rcscrvcd for manufacturing activities, the City must continue to guide thc location,
desiSn, and function of industry throughout its dcvclopmcnt cycle-
1.1
Policy 1.2,
Policy
Attract and x~tain induslry that complcmcnts Tcmecula's character and
takes advantage of Temecula's locafional advantage for Joods movement
and corporate mobility.
Encourage the jrowth and cxpansion of existing industry by providing high
quality municipal scrvices, facilities, and economic dcvclopmcnt assistance.
Maintain a local rcgulatory cnvironmcnt that is favorablc to clean industry.
Policy 1.4
Providc technical assistance to industries that will be affected by new
rcSional air quality reSulations and other developing regional rc~lafions.
Goal 2
Diversification of the economic base m include a range of manufacnaring,
retail and service activities.
Discussion
The cconomy in Tcmccula has been expanding very rapidly, providing job
opportunities and gcncrating fiscally positivc dcvclopmcnt pavems. Thc Tcmccula
~conomy has shown rcccnt divcx~Lfication in both manufacturing and services.
Since Tcmccula has not yet complcted its real estate devclopmcnt cycle, the
economic basc can bc expected to diversify further, with an increased lcvcl of
professional services and a mor~ maturc x~tail basc. Areas where additional
diversification is nccdcd may include: the financial sector, medical and health
services, rctail (particularly in gcncral mcrchandisc and apparel), lodging,
rccrcation and othcr visitor-oricnted scrvices.
Policy
2.1
Provide for industrial land uses which facilitate a variety of user types,
including manufacutring space, storal;c and disUibution, back-office spacc,
and rescarch and developmcnt space.
Policy 2.2
Plan for land use and devclol:nncnt patterns that allow succession of usc
and will adapt m Tcmccula's cconomic conditions.
TS4-OXUXGP-EC..D~ ' Daxe: November 9, LO~ P'4,e 11-5
Economic Development Element
Policy 23
Policy 2.4
Policy 2.5
Promote development of properly located and well designed commercial
centers to mcct the diverse service needs of the City.
Promote retail and other support activities that pwvide a bwader selection
of high-quality goods and services for residents, workers and tourists,
including apparel, general merchandise, home furnishings and appliances.
Use redevelopmcnt powers and opportunities to enhance development
opportunities.
Goal 3
Maintain an economic base to provide a sound fiscal foundation for the City
as well as quality commnnlty facilities and high service levels.
Discussion Prior to incorporation, the Temecula area experienced rapid growth under the
jurisdiction of Riverside County. With incorporation and the ability to capture
more local revenues, the City is now ablc to conduct fiscal planr~ing in the context
of economic development. With economic development plnnninE, Temecula has
an cvcn greater oppornmity to influence its fiscal base, resulting in a fiscal balance
across land uses.
Policy 3.1
Policy
Policy 33
Policy 3.4
Encourage a pattern of development that balances revenue generating land
uses in phase with other uses that have negative fiscal impacts.
Encourage the growth or relocation of industries that generate local tax and
employment advantages.
Evaluate fiscal impacts of now development on an ongoing basis and
provide appropriate mitigation strategies.
Take advantage of Tcmccula's regional capture of taxable sales and
continue to establish Tcmccula as a retailing center along the Interstate 15
corridor.
TEM-0XU/GP-EC, DSV * Date: November 9. 199~ Pag~ 11-6
CITY OF TEMECULA Economic Development Element
oal 4
· Establishment of a diverse education and . tr~inln~ and job placement system
which will develop and maintain a high quality work force in Temecula.
Discussion Residents and employers have identified education as a key elcmcnt in developing
the long-range economic base in Tcxnenda. By pwviding superior educational
opportunities and resources, with an emphasis on practical educational program-~
for the job mix rexluiw-xi to serve the COmm,mlty, many residents will prcfcr to
work within the City. A full rangc of adult education, tetralning, special
education, vocational/technical education and culleduniversity lcvcl facilities and
curricul-m-~ should bc provided, aimed at responding to the educational needs of
thc community through each phase of dcvclopmcnL
Policy 4.1
Policy 4.2
Policy 43
Support economic development goais through a tango of education and
training acXivitics.
Bstablish a Froactive, periodic dislogic early in the pl~,-nlng proceas .
between the City and educational institutions, including school districts and
community collcges, on issues telaxed to the phasing of dcvclopmcnt,
service standards and dcxnands.
Bxploxe thc potential for a comprehensive cxtcnsion center through UC
Rivcmidc and/or the California Statc University system.
Goal 5
Promote the advantages to businesses of locating in Temecula, including cost
advantages, amenities, housing, community activities and civic services.
Discussion
Policy
Policy 5.2
Policy
Policy 5.4
Tcmccula currently has a numbcr of favorable cmploymcnt growth conditions -
including dcmonstrated attractivcncss to industry and an ideal locational
advantages for company headquarters. The City wishes to focus hutre cfforts on
continuing to attract high quality clean industry. Howcvcr, with thc curtvat
regulatory environment and rising land prices, the City may need to elca~y define
inccntivcs for businesscs to locate in Tmecula instead of other communities.
S.1 Develop and maintain a marketing program to publicize the virtues of
relocating to Tcmccula.
Monitor the economic conditions in Temccula in comparison to othcr
locations in California and throughout the nation to determine relative
advantages.
Monitor the supply of housing in relation to the supply of jobs in terms of
to balance area-wide jobs, households, worker esrnirtgs and housing
expenses.
Monitor existing busincsses in Temccula and identify the elcmcnts of a
business retention program.
T~-OlUlGP-MCDaV · Dam: Nov~mb:r 9, 199~
Page 11-7
Economic .Development Element
Goal 6
Develop Teanecula as a comprehensive, recognizable tourist destination, with
a range of am-actions ,hroughout and beyond the sphere of influence.
Discussion Because of its wine country location,and historic~tl significance, Temecula has
become a limited touxist destination point. For tourism to play an effective role
in the local economy, howeva, the industry must expand beyond Old Town and
seasonal attractions and provide for year-round activities capable of generating
greater tourist interesL Community leaden have expressed the desire to expand
Tcmecula's tourism industry in a manna that complements established residential
are, as as well as businesses.
Policy 6.1
Ellcourage and ~-nhnnce coopa'ative efforts with the wine-m~ldng industry
in the Temecula Vall=y to promote Temecula as a destination r~on.
Policy
Identify commacial recreation, convention and resort activities - including
golf-oriented resorts - that can take advantage of Tcmecula's character and
climate,, while complementhag winc-mnlting activities.
Policy 6_'3
Policy 6.4
Revitalize and enhance Old Town to expand its role in local tottrism and
to improv~ its attractiveness, acce~ibility, and economic vitality.
Enhance the City's image through development of cultural facilities,
including performing arts, museums.
TS!-OXUXGp-F.C..IL~V · Da!=: Nov~nb~ 9, 1993 Page 11-8
CITY OF TEMECLW. A
ECONOMIC DEVELOPMENT,PARTNERS
ATITACItlVIENT rt
Temecula V~ll~y Chsmber of Commerce - The mi.t~ion of the Chamber is "w promote the economic
environment of all member businesses and by doing so will support the programs which preserve and
improve the quality of life.'
The Chamber primarily supports small businesses and provides walk-in visitor and tourist information.
The Cha_mbe~ promotes tourism through local events such as the Rod Run, Balloon & Wine Festival,
H.O.O. Rally & Tractor Races. Additionally, the Cham_!~r responds to requests for tourism, relocation
and bushess inquiries and sends corresponding infornmion to prospective visitors, residents and potential
businesses. The Chamber encourages existing businesses and residents to "Shop Temecula First" and
provides aveames for businesses to promote their products and services. The Chamber serves as a
repr~__~ve for busines~ legislative issues that affect the overall welfare of the Chamber Membership.
In ¢onjunaion with the school district, the Chatnber plans, coordinates and assists in program-~ that foster
and encourage a viable working partnership among business, educators and students.
Temecula Valley FHm Council (Film Council) - "The minion of the Film Council is to market Temecula
as a desirable, cooperative, efficient and multi-faceted location destination for the film, television and
advertising industry... to further the interests of Temecula Valley Economic Development by attracting
the film industry to our area, to act as a liaison between the film industry and the COmmunity, to provide
a focal point for all film related inquiries, to prepare and provide a location library, production and
service information to the industry, to educate local merchants to the opportunities of servicing the film
industry and to promote the relocation of film COmpanies to the area to generate new jobs."
Murriet=tTemecula OrouV (M'FG) - biTG has a broader miqion than economic development, however,
one of their key objectives is 'support for the economic development efforts of the two cities, COunty and
the local economic development organiv~tions.' This group was targeted in the EDC proposal as the
legislative advocate for economic development. lvrrO has never requested any financial assistance for
the City.
InlJnd l~-rr~ire l%:onomic Psrmership (!~.RP) - Any local economic development effort must be
coordinated with the County and surrounding cities. This was never more evident than in the negotiations
with International Rectifier. Without the support of neighboring cities, the loan guarantee would not have
been possible. Staff is currently working with IEEP and other local cities on a regional marketing effort.
We will bring the proposal back to the COuncil when it is COmplete.
Temecula Valley EDC fRDO - According to their mission statement, the purpose of the EDC is "w
promote growth, development and retention... to improve business COMMons and job growth... and to
assist existing employen in the area and to enCOurage their expansion and growth within the area." EDC
membmhip is COmposed of a broad spectrum of businesses, professionals, non-profit organizations, and
public agencies.
The EDC has several subCOmmittees that function effectively in the COmmunity including the expediting,
marketing, membership, outreach and business retention.
ATTACEMENT III
EXHIBIT3 --INLAND EMPIRE LONG iu.lM EMPLOYMENT
1991
· 121k~MNngA~wagl
In May-90, when the recession be-
gan, the 12-rnonth average of In-
land Empire wage & saJary employ-
merit in local entities was 731,592.
In May-94, this job base was
762,700. The31,108jobgab(4.3%)
was unique in Southern California.
Note: May-g4 averages data from
N0v-g3 to Nov-g4.
4,300,000
4,200,000
4.1~0J3~0
4.0C0,(X}0
3.900,000
3.800.000
3,700.000
3,500,000
3.5(X).000
EXHIBIT 4- LOS ANGELES COUNTY LONGTERM JOB TREND
· a2MmmMo~g~
I~e5
Southern CaEfornia's weakest job '
rnarket is Los Angelas County. ln
May - 90, the county's 12-rnonth
average of wage & salary employ-
merit was 4,154,063. In May - 94,
465,575 jobs(11.2%). Note:thek:,qg
term trend is declining, 'but near. a
1200,000
1,150,00o
M50,0C0
1,170,050
1.150,003
1,150,000
1,140,00o
1,150.000
1,110.000
M00.000
EXHIBIT 5 -- ORANGE COUNTY LONG TERM JOB TREND
1990
1991
· ~2MmmMmt1~wage
1992
During this recession, Orange
County has aiso been a sedous job
Ioser. ForMay-90, the county's12-
month averageDf wage &salary
employrnentw&sl,178,483.1nMay
- 94, this job base was 1,122,233,
down 55,250 jobs (4.8%). Note: the
Iong tenn t~end has now passed its
13.0%
12.0%
11.0%
10.0%
9.0%
8.0%
7.0%
6.0%
EXHIBIT 6 -- 30-YEAR RXED MORTGAGE RATE
Jaml ~ Jm.91
The Jan - 95 30-year ~xed mortgage
ratewasg.09%,downfromaDec-94
peak of 9.14%. This is 1.7% above
1993's average of 7.39%. The rnot-
down) has risen $116.59. Longrates
are now expected to stablze; short
rates we rise,
4 Jaauarr ~9~J
ATTACHMENT IV
THE CITY OF TEMECULA
REQUEST FOR QUALIFICATIONS
The City of Temecula, hereinafter referred to as the City, is inviting qualified
marketing and advertising firms to submit a statement of qualifications for the
development of a marketing program developed specifically for the City of
Temecula.
The selected firm will develop a successful marketing strategy and program and will
coordinate the implementation of this program with the City and other agencies
involved in promoting the region.
Contents of Statement of t~,,-tica~]ons
The prospective firm shall provide the City with the following information:
A description of the firm, organizational structure, location of principal offices,
number of professional personnel, and other pertinent information, including
the names and experience of all staff members who will work on the program.
2. Related program experience and client references.
The name of the principal or program manager in the firm who will serve as
Program Director and have direct and continued responsibility for the program.
This person will be the City Staff contact on all matters dealing with the
program. A detailed experience and project resume of all staff assigned to the
program shall be included.
The names of any outside consultants or subcontractors to be utilized, along
with their experience and contract resume.
A detailed scope of work which will include the firm's approach to the
program.
Proposed marketing strategy which will define the area's strengths and
emphasize the quality of life in Temecula.
CiW Economic DeveloPment Goals
The General Plan for the City identified six (6) economic development goals. These
goals are as follows:
a] ·
Development of e strong base of clean manufacturing activities which
employs a skilled labor force and can be successfully integrated into
Temecula's community character.
R:~ANIEIDA~I'AFF'/J41S 2/13/~5 '1'
Diversification of the economic base to include a range of manufacturing,
retail and service activities.
Maintain an economic base to provide a sound fiscal foundation for the City
as well as quality community facilities and high service levels.
Establishment of a diverse education and training and job placement system
which will develop and maintain a high quality work force in Temecula.
Promote the advantages to businesses of locating in Temecula, including cost
advantages, amenities, housing, community activities and civic services.
Develop Temecula as a comprehensive, recognizable tourist destination, with
a range of attractions throughout and beyond the sphere of influence.
In addition, a copy of these goals and accompanying policies is attached for your
review.
Back. round
The City of Temecula incorporated on December 1, 1989. The City does have a
healthy industrial/commercial base and the largest revenue source for the City is
Sales Tax. For three years, until January, 1994, the economic development
function was carried out by the City Manager and a consultant. Their focus was on
national advertising, video production and distribution, trade show representation
and public relations. As a result of these expenditures, the City still has the video,
fact packs (both need to be updated), labor study and trade show booth for future
use.
On February 21, 1995, the City Council conducted an economic development
workshop to adopt an economic development policy (Copy of Staff Report and
Policy attached) for the City. The targeted marketing strategy for the City will
focus primarily on clean manufacturing (high tech and biomedical) and tourism,
while emphasizing the quality of life in Temecula.
Selection Criteria
The City plans to consider the firms experience with similar projects, the
qualifications and number of staff available for the assignment, the outside
consultants and associates to be retained, the firms willingness and demonstrated
ability to meet deadlines, and other areas pertinent to the project.
A selection committee will review the qualifications submitted and request
interviews from the top firms. Based upon qualifications and presentation, the
selection committee will rank the final firms. The City reserves the right to
negotiate terms and scope of work with the highest ranked firm. If an agreement
cannot be negotiated, the City reserve the dght to negotiate with any of the other
~nalist.
Time Schedules
The following is the City's tentative schedule for selection of the firm:
Issuance of Request for Qualifications: February 23, 1995
2. Deadline for filing Qualifications: March 10, 1995
3. Staff review of Qualifications: March 13, 1995
4. Interview of top consultants: March 22, 1995
5. Negotiations with Finalist: March 23, 1995
6. Award Contract: April 11, 1995
Five (5) copies of the Statement of Qualification must be received by 5:00 p.m. on
the filing deadline at:
City Clerk's Office
City of Temecula
43174 Business Park Drive
Temecula, CA 92590
Please clearly mark the envelope as follows: 'RFQ - Economic Development
Marketing ".
General Information
1. The submittal shall be signed by an authorized official of the firm.
2. The submittal shall be valid for a minimum of ninety (90) days.
3. The City reserves the right to reject any and all submittals.
Please provide us with any exceptions, additions, or suggestions which will
aid us in our selection process.
The terms and scope of the contract will be arrived at on the basis of
professional negotiations between the City and the prospective firm. If the
City and prospective firm fail to reach a contractual agreement, the City may
renegotiate with any other finalist.
Please refer any questions regarding the technical and/or processing content
of this RFQ to Mary Jane McLarney, Assistant City Manager, at (909) 694-
6444.
7. The selected firm must obtain a valid City of Temecula Business License.
It:~tJdflBIDAWrARr/~IIS 2,r1:3/~
ATTACHIvLENT V
A LABOR MARKET ANALYSIS
FOR THE
TEMECULA-MURRIETA REGION
PREPARED FOR THE
CITIES OF TEMECULA AND MURRIETA
PREPARED BY
ECONOMICS RESEARCH ASSOCIATES
AND
OPINION RESEARCH OF CALIFORNIA
JANUARY 20, 1994
PROJECT NO. 10845
TABLE OF CONTENTS
BACKGROUND '
REGIONAL DEV~-I-OPMENT .............................
SUMMARY ..........................................
POPULATION ........................................
OCCUPIED HOUSING UNITS .............................
FORECASTS .........................................
LABOR FORCE CHARACTERISTICS .......................
OCCUPATIONAL PATTERNS ............................
CHARACTERISTICS OF OCCUPATION BY INDUSTRY .........
COMMUTE TIME CHARACTERISTICS .....................
COMMUTER PROFILE ..................................
RESIDENT CHARACTERISTICS ...........................
Appendix A EiVIPLOYMENT DISTRIBUTION BY INDUSTRY, 1990
PaRe
1
1
2
3
3
3
10"
13
13
19
24
A-1
/~-=--
LIST OF FIGURES
Number
2
COMPARATIVE POPULATION GROWTH, 1980-1990
COMPARATIVE GROWTH IN HOUSING UNITS,
1980-1990 ................................
PaRe
EMPLOYMENT BY OCCUPATION, TEME~-
MURRETA REGION .......................
12
4
5
EMPLOYMENT BY INDUSTRY, TEMECULA-
MURRETA REGION; ......................
COMMUTE TIME DISTRIBUTION .............
EDUCATIONAL ATTAINMENT CHARACTERISTICS,
TEMESA-M~TA REGION .............
16
17
26
HOUSEHOLD INCOME DISTRIBUTION,
TEMECULA-MURRIETA REGION .............
29
LIST OF TABLES
Num~r
1
2
3
4
5
6
7
8
9
10
11
12
13
14
COMPARATIVE POPULATION GROWTH, 1980-1990
COMPARATIVE GROWTH IN OCCUPIED HOUSING
UNITS, 1980-1990 .........................
FORECASTS OF MARKET AREA GROWTH ......
LABOR FORCE CHARACTERISTICS,
TEMECULA-MURRETA REGION, 1990 .........
OCCUPATIONAL DISTRIBUTION, 1990 ........
WORKER EMPLOYMENT BY INDUSTRY, 1990 ..
COMMUTE TIME DISTRIBUTION, 1990 ........
TEMECULA-MURRIETA COMMUTER PROFILE,
1990 ...................................
COMMUTER AND RESIDENT COMPARISON,
TEMECULA-MURRIETA REGION, 1990 .........
CITY OF MURRETA COMMUTER AND
RESIDENT COMPARISON, 1993 ...............
CITY OF TEMECULA COMMLrI'ER AND
RESIDENT COMPARISON, 1993 ...............
EDUCATIONAL ATTAINMENT CHARACTERISTICS,
TEMECULA-MURRIETA REGION, 1990 AND 1993 .
RACIAL AND ETHNIC CHARACTERISTICS,
'rEMECULA-MURI~ m'TA REGION, 1990 .........
HOUSEHOLD INCOME DISTRIBUTION, TEMECULA-
MURRETA REGION, 1990 ...................
Pa~,e
4
6
9
11
14
15
2O
21
22
23
25
27
28
iv
BACKGROUND
The Temecula-Murrieta region comprises an area including the cities of Temecula
and Murtiem and the communities of Wildomar and Mm'rieta Hot Springs, as well as certain
outlying areas. The area lies in southern Riverside County adjacent to San Diego County.
The area roughly corresponds to Census Tracts 431.98, 432.01, 432.02, 432.03, 432.04, and
432.05. In 1990 the aru had a population of 68,395, which is estimated to have risen to
79,652 as of 1993. The Temecula-Murrieta region has been one of the fastest growing areas
in the state, and should continue to expand at a somewhai reduced pace for the foreseeable
fun re. The City of Temecula, for instance, is pwjected to leap from a 1990 population of
27,096 to a population greater than 67,000 by the year 2000; and the 67,000 population figure
is expected to inaease to over 97,000 by the year 2010. The City of Murrieta is projected
to grow from 18,979 in 1990 to 38,000 by year 2000 and to 48,000 in the year 2010,
according to its General Plan.
The cities of Temecula and Murrieta have retained Economics Research Associates
w profile the size and characteristics of the resident labor pool within the Temecula-Murrieta
region. Such demographic factors are weighed heavily by businesses that are investigating
whether to relocate within the area. To better understand some of the findings, the consultant
offers comparisons with the Metropolitan Statistical Areas of Las Vega.s, Tucson, Colorado
Springs and Albuquerque, which are often considered to be prime reiocation areas. In other
instances similar information is presented for the Southern California counties of Riverside,
San Bernardino, San Diego, Orange, and Los Angeles, in order to see how the area compares
with surrounding regions.
The Temecula-Murrieta region is located 85 miles southeast of Los Angeles and 59
miles north of San Diego. The Orange County Irvine Spectrum is roughly 55 miles to the
west, and the cities of Riverside and Moreno Valley are about 32 miles to the north.
Neighboring communities (within a 30-minute drive) include Hemet, Pen'is, and Lake
Elsinore in Riverside County and Fallbrook, Vista, San Marcos, and Escondido in San Diego
County. Interstate 15 and Highway 215 bisect the region, thus linking it to the nationwide
interstate highway system. The aforementioned highways provide-good accessibility to Los
Angeles and San Diego, as well as other communities in Riverside County. The 1-15 junction
with Highway 215 had an average daily traffic (ADT) count of 84,000 vehicles in 1991.
REGIONAL DEVELOPMENT
Riverside County experienced some of the most rapid growth of any region in the
country during the 1980s; and, despite a weak economy, the county continues to achieve
surprising growth in the 1990s. In 1990 Riverside County had a population of 1,170,413.
According to California Depatunent of Finance estimates, the county' s population will double
to 2.4 million by the year 2010, and double again by the year 2040. Due to the shortage of
available space for further development and the lack of existing affordable housing in Los
Angeles and other nearby counties, Riverside County should capture a major share of
metropolitan area growth for the foreseeable future. The Temecula-Murrieta region will
capture much of this growth.
The pattern of development in the Los Angeles urban area has been expanding ever
outward (primarily along interstate corridors) in search of affordable land. Areas which
experienced tremendous growth during prior expan-~ions, such as the Santa Clarita Valley and
the Riverside-San Bernardino-Pomona area, have already filled out to a great extent; these
'areas now lack the affordability which made them initially atn'active w moderate-income
homebuyers. Therefore, development continues to shift outward to new areas such as the
Temecula-Murrieta region.
l:amilies looking to buy their first home or to opZrade from existing homes will
continue to move into the region in large numbers due to the unaffordably high housing costs
in Los Angeles, San Diego, and other surrounding urban areas. In addition, civic pwblems
within Los Angeles have encouraged many citizens w seek residence elsewhere. Many of
these new arrivals will keep their old jobs and make long commutes from their new homes..
However, the burden of extended commutes through heavy traffic will encounge these
residents to take new jobs in the Temecula-Murrieta region, if such jobs become available.
The process of relocation from dense urban areas has been slowed to some extent
by the poor economy. However, once a recovery fh-mly takes hold in Southern California,
pent-up housing demand should trig~'r an accelerated expansion of the Temecula-Murrieta
region. :
SUMMARY
In .1990 the Temecula-Murrieta regional labor market had a civilian labor force of
32,372 which was over 66 percent of the potential work force. At least one-half of these
workers commuted out of the area, and a disproportionate share (29 percent) of these
residents had extended daily commutes (greater than 45 minutes). Over four-fifths have a
high-school diploma and over one-half have had some college education. The median
household income sligh~y exceeded $40,000 in 1990.
The labor market of Temecula-Murrieta is roughly comparable to the other cities
and counties profiled in the study in terms of occupational and industry breakdown, and has
potential to provide an adequate labor supply to companies which might choose to relocate
within the area.
POPULATION
The population of the Temecula-Murrieta region, comprising the cities of Temecula,
Murrieta, and adjacent areas, achieved tremendous growth during the 1980s, more than
tripling from 19,000 to 68,395. The region's 13.7 percent average annual growth rate far
outpaced Riverside County as a whole, which is one of the most rapidly growing counties in
the United States. The Temecula-Mutrieta region's 1980s growth rate also outstripped both
2
that of neighboring Southern California counties and that of the four-selected Sunbelt
metropolitan areas that arc considered prime business and residential relocaxion are~.
Selected population growth dynamics are shown in Table 1. See also Figure 1.
OCCUPIED HOUSING UNITS
Nearly as dramatic as population gwwth was occupied homing unit growth. With
a 12.6 percent annual rate of increase in the 1980s, the Temecula-Murrieta region more than
tripled the number of its occupied housing units (see Table 2 and Figure 2). The rapid
growth of housing units in the Temecula-Murrieta region indicates that the area underwent
a period of extraordinary buiJtl!ng activity during the decade of the 1980s. Despite the
tremendous increase in housing supply, the even greater population increase resulted in ..
increased persons-per-unit density. In 1980 there were 2.63 persons per occupied housing
unit. But by 1990 that nu~_m_ber had risen to 2.90 persons per unit, which is a figure roughly
comparable to other regions in Southern California. The increase in household size can be
attributed to an influx of younger families inw the two communities, which is viewed as a
stabili~ng influence.
FORECASTS
The growth rates experienced by the Temecula-Murrieta regional market area in the
1980s are characteristic of relatively undeveloped locations. However, as available homesites
become scarcer and land prices increase, such rates cannot be indefmitely sustained. Urban
Decision Systems (UDS) estimates for 1993 show healthy growth since 1990, with both
population and housing unit growth in the vicinity of 5 percent annually (see Table 3). UDS
also expects solid growth through 1998, with both population and housing growing by about
4 percent per year. During the 1990s the population growth rate is expected to exceed
housing unit growth, with the result that the area will continue to experience increasing
density in terms of persons per housing unit. In 1990 there were 2.90 persons per housing
unit; and that figure is projected w rise to 3.05 persons per unit by 1998.
LABOR FORCE CHARACTERISTICS
The total potential labor force of the Temecula-Murrieta region, defmed as residents
over the age of 16, was 48,954 persons in 1990 (see Table 4). The civilian labor force,
consisting of employed and unemployed persons 16 and over (excluding active military
personnel), was 32,372 strong, with 18,934 men and 13,438 women. The overall labor
participation rate was a fairly typical 66.1 percent.
Table 1
COMPARATIVE pOP~TION GROWTH
1980-1990
Temecula-Murrieta Region
Riverside County
San Bernardino County
San Diego County
Orange County
Los Angeles County
Las Vegas
Tucson
Colorado Springs
Albuquerque
198Q 1990 C'hanee
Average
Annual
Growth
19,000 68,395 49,395 13.67%
663,166 1,170,413 507,247
895,016 1,418,380 523,364
1,861,846 2,498,016 636,170
1,932,709 2,410,556 477,847
7,477,503 8,863,164 1,385,661
5.85%
4.71%
2.98%
2.23%
1.71%
463,087 741,459 278,372 4.82%
531,443 666,880 135,437 2.30%
317,458 397,014 79,556 2.26%
454,499 480,577 26,078 0.56%
Source: U.S. Department of Commerce, Bureau of the Census, 1990.
4
C:
c::
c
l:::
Table 2
COMPARATIVE GROWTH IN OCCUPIED HOUSING UNITS
1980-1990
198,,,_~0 1990 ChanSe
Temecula-Murrieta Region 7,213
Riverside County
San Bernardino County
San Diego County
Orange County
Los Angeles County
Las Vegas
Tucson
Colorado Springs
Albuquerque
Average
Annual
Growth
23,622 16,409 12.60%
242,937 402,067 159,130 5.17%
308~643 464,737 156,094 4.18%
670,094 887,403 217,309 2.85%
686,267 827,066 140,799 1.88%
2,730,469 2,989,552 259,083 0.91%
173,891 287,025 113,134 5.14%
195,459 261,792 66,333 2.97%
107,791 146,965 39,174 3.15%
151,037 185,582 34,545 2.08%
Soutr, e: U~. Department of Commerce, Bureau of the census, 1990.
6
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I I I I I I
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Table 3
FORECASTS OF ~T ARF.~ GROV~TH
Temecula-Murrieta Region
population
Occupied Housing Units
Persons per Housing Unit
1990 ~3 1998
68,395 79,652 111 A65
23,622 26,957 36,497
2.90 2.95 3.05
1990 1993
Average
A~mual Growth
1990-1993 1990-1998
5.2% 4.3%
4.5% 3.9%
Average
Annual Growth
1990-1993
City of Temec~la
(incoroorated ~ber 1. 1989)
Population
Occupied Housing Units
Persons per Housing Unit
27,099 33,950
9,130 11,073
.2.97 3.07
7.80%
6.64%
City of Murrietn
(inconmrated July 1, '1991)
population
Occupied Housing Units
Persons per Housing Unit
18,979 31,797
9,062 10,130
2.09 3.14
18.77%
3.78%
Cities Combined
Population
Occupied Homing Units
Persons per Housing Unit
46,078 65,747
18,192 21,203
2.53 3.10
12.58%
5.24%
Sourge: U.S. Census, California Depatmmnt of Finance, City of Mutrieta, and
Economics Reseagh Associates.
Table 4
LABOR FORCE CHARA~RI$TIC5
TEMECULA-MURRIETA REGION
1990
Male
Female
Total
Total Potential Civilian
Work Force 1/ Labor Force 2/
24,361 18,934
24,593 13,438
48,954 32,372
Labor Force
Participation
Rate
77.7%
54.6%
66.1%
Employed Unemployed
Male 18,164 770
Female 12,653 785
Total 30,817 1,555
Unemploymem
Rate
4.1%
5.8%
4.8%
1/Includes all ignore aged 16 and over.
2/Includm employed and unemployed penons, not including mil~ personnel
Source: U.S. Department of Commerce, Bureau of the Census, 1990.
9
In 1990 unemployment in the Temecula-Murrieta region stood at 4.1 percent for
men and 5.8 percent for women, for a combined 4.8 percent rate. This rate is relatively low
in comparison with surrounding areas. By way of comparison, Los Angeles County had a
7.4 percent unemployment rate and Riverside County had a 7.7 percent rate. However, the
aforementioned rates were compiled prior to the recent recession, whose effects continue to
grip Southern California. Thus, the cun'ent rates of unemployment are higher than the 1990
fii,,ures for all areas. The California Employment Development Deparanent and the Southern
California Association of Governments figures show Riverside County unemployment at 10.8
percent of the workforce as of December 1993, having fallen from a high of 15.3 percent as
of August 1992.
OCCUPATIONAL PATTERNS
Table 5 and Figure 3 illustrate the distribution by 'occupation of workers in the
Temecula-Murrieta region as well as comparable areas. The distribution of workers within
the Temecula-Murrieta region is very similar to that of the comparable areas; several
classifications, however, do have notable variations. Accort~_in~] to the 1990 Census, the share
of pwfessional specialty occupations, which include such occupations as engineers, architects,
scientists, educators, and lawyers, was at 11.1 percent. This figure is somewhat lower than
the avenges for the selected Southern California counties, and considerably lower than the
Sunbelt cities (with the exception of Las Vegas). Cities which attract relocaters (such as the
Sunbelt cornparables) normally tend to have relatively high shares of these occupations.
The research conducted by Opinion Research of California (ORC), however, seems
w indicate that the occupational distributions of the Temecula-Murrieta region have been
shifting since the Census was compiled in 1990. Professional specialty occupations received
a 17.4 percent share in the Murrieta phone survey and an 18.6 percent share from the
Temecula mail survey. These figures place the combined share for this category above other
Southern California counties and on a par with the Sunbelt cities. Also telling were the
executive and managerial occupational classifications, which in 1990 were similar to the
comparable areas at 14.0 percent of the workforce. ORC, however, found substantially higher
shares in 1993:17.2 percent in Murrieta and 18.6 percent in Temecula, respectively-
On the whole, the Census and the surveys show the Temecula-Murrieta region to
be a microcosm of Southern California in terms of occupational distribution, with no major
structural differences between the region and comparable areas. It also appears w be a region
in transition, attracting workers at the manaigerial, professional, and support levels. The
indications are that the Temecula-Murrieta region is becoming a residential destination for
well-skilled workers desiring to relocate out of congested urban areas.
10
CHARACTERISTICS OF OCCUPATION BY INDUSTRY
Table 6 details the distribution of employment by industry for the Teroecula-
Murrieta region and the comparable areas. As was the case with the occupational sectors,
the region's eroployment distribution is, in roost respects, similar to that of the comparable
areas. There are a few notable exceptions, however.
In 1990 construction employment represented a much higher portion of wtal
employment in the Temecula-Murrieta region than it did in comparable market areas. The
reason for this difference is attributable to the high ra~ of built~ing activity in the region at
that time. In the wake of the onset of the recent recession, the real estate collapse, and the
subsequent building slowdon, the level of construction employment in the Temecula-
Murrieta region would be expected to fall in line with that of comparable areas. Analysis of
the Opinion Research survey dam seems to confirm the occurrence of such a trend. For
instance, the surveys list construction employment with 10.3 and 7.2 percent shares of total
employment in Temecula and Murrieta, respectively. Both of these rates of construction
eroployment are substantially less than the corresponding 1990 rates. Nevertheless, as long
as the region maintains its above average ra~ of development, the construction industry
should continue to be a major employer.
According to the 1990 Census ~tres, health service employment in the Temecula-
Murrieta region comprised a smaller portion of total employment than it did in the
coroparable areas. This phenoroenon probably stemmed froro roedical facility development
lagging behind residential development. An official at the Menifee Valley Medical Center
notes that it takes time for residents to develop ties to local medical facilities and their
physicians. Medical services have expanded greatly in the region within the past few years,
so the present share of medical service eroployment should eventually parallel other areas.
The Menifee Valley Medical Center, Inland Valley Medical Center, and Sharp Healthcare
Center are among the largest eroployeE in the area according to the Teroecula and Murrieta
ChainbeE of Commerce.
As was the case with the occupational distribution, the Temecula-Murrieta region
has no fundamental differences between its employment by industry distributions and that of
the comparable areas. The industry distribution changes over the last few years indicate that
the region is maturing and, as noted before, attracting .~killed workers.
COMMUTE TIME CHARACTERISTICS
A comparison of 1990 Census data figures for the average commute time
distributions of Temecula-Murrieta employed residents with those in the comparable areas
reveals some interesting statistics (see Table 7 and Figures 4 and 5). While the "under 15-
minute commute time" shares are similar for all areas, the share of eroployed persons with
average commute times between 15 and 34 minutes in length was substantially smaller in
13
Did Not Wodc at Home
Temecula-
Mutt%eta-
Re,on
Table
COMMUTE TIME DISTRIBLrFION
1990
Sorehem California Counties
San
Riverside Beruardino San Diego Orange
Umier 5 Minutm 3.0~ 3.1 ~ 3.2~ 2.5% 1.9%
5 to 9 Minmm 11.095 11.3~ 11.2% 9.695
10 to 14 Minutm 1f.2% 15.3% 14.8~6 14.3% 13.4%
15 to 19 Minutm 13.-q% 14.6% 15.3% 17.1% 15.9~t~
20 to 24 Minuta ?.3% ll_q% 12.4% 16.3%
2~ to 29 Minutm 2.4% 4.1% 4.3% 6.6%
30 to 34 Minutm 8,2% 11.1% 10.3% 14.1%
35 to 39 Minutm 2.2% 1.9~ 2.1% 2~%
40 to 44 Minutes 3.8% 2.7% 2.8% 2.8% 3.9~
45 to 59 Minmes 8.5% 6.6% 7.7% 5.196 7.9~
60 to 89 Minutes 11.4% 8.9~ 8.6% 2.7% 6.0%
Over 90 Minmes 6.9~ 6.1% 5.0~S 1.3%
4.6% 3.04J6 2.4% 5.0~ 2.7%
100.0~ 100.0~ 100.0% 100.0~ 100.0~
Worked at Home
Total
Did Not Work at Home
Murri~ta-Tmmla Region
Tem~cuh-Munim Murrim
1990 C.a. mm Telephone Survey
Tout Pn~-nt Total Percent
Under 5 Minutes 90~ 3.0~ Under 5 Minutes 3 0.9~
5 to 9 Minutm 3,3.~9 11.0~ 5 m 9 M~ 19 5.6~
10 to 14 Minutm 4,~9 ~ l0 m 14 M~ma ~ ~
lS to 19 Minutm 4,1~ ~ iS m 29 Minmm ~ ~
20 to ~ Minutm ~ 7~
~ to 29 M~mm 70 ~4~
4~ m }9 Minmm ~3 H~ O to ~9 Minum ~ 1~
~ to ~ Minmm 3,4~ I1.4~ ~ to ~ Minum 71 ~%
~ ~ M~uta ~713 ~ ~ ~ Minmm 35 16.1~
Wod~ed at Home 1,394
Tem~cula
Mail Survey
Total Percent
4
21
69
999
36O
376 .20.4%
490 26~6
290 l~.~J6
Total ]0,592 100.0~ 341 100.0~ 1,839 100.0~
Soemt:U.S. DepmmestofCommmee, Bmmme~ibeCamss, 1990;(D!isbmJ~dCh1993.
15
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n'0
0
C~
Z
'-LU
LL!
0
0
Temecula-Murrieta than in the comparable areas. In San Diego County, for example, 54.1
percent of workers had commute times between 15 and 34 minutes, compared to only 31.4
percent in the Temccnla-Murricta region..
Again according to the 1990 Census, a disproportionately large share (28.8 percent)
of Tcmecula-Murricta residents have commute times with an average length greater than 45
minutes. This 28.8 percent share for the Temecnla-Murrieta region is more than three times
greater than the comparable share (9.1 percent) for San Diego County residents. Analysis of
the ORC data indicates an even bleakcr scenario; fully 52.1 percent of the Murrieta residents
responding to the ORC survey had commute times in excess of 45 minutes, while the
comparable figure for Temecula residents was an even higher 62.8 percent.
Most developed cornmtmifies have multiple levels of employment generation. The
base level includes neighborhood- or comrnuiljty-se-*Ying businesses such as neighborhood
retail stores, home repairing services (e.g., plumbing and gardening), resident services (e.g.,
restaurants), and so on. A second level includes businesses such as factories, data processing
centers, and regional or corporate headquarters that produce goods or provide services for
consun~rs outside the community. Such establishments have the advantage of bringing
earned revenues into the community rather than simply recircnlating them. At the first level
the Tcmecula-Murricta region appears to be keeping pace with other areas, as witnessed by
its comparable share of short-commute workers and a low marttoting and sales job type
commuting rate. At the second level, .however, the Temccula-Murtieta region lacks a
substantial local employment base of regional or national serving employers. Thus, many
residents of the Tcmecula-Murricta region are forced to mak~ long commutes to employment
centers in distant communities.
If the population of the region continues to grow as projected, regional employment
centers may move into the area to tap that ~rowrh. Subsequently, the share of long commutes
by the region's residents could be expected to decline. That process does not seem to have
be as yet In fact, the share of long COmmUteS by area residents has risen since '1990.
InLtmased lo~al waffic congestion may well be a facwr in the longer commuting times.
However, the key factor conm'buting to the extended COmmUting timeS iS the phenomenon
of population growth in the region contim'inS to outpace job growth. New residents continue
to move inw the area, and are unable to find jobs near their new homes. Thus they must
rtion of these residents would happily take new jobs in the Temec - gx
aP°vallable. In fact, ORC found that 88 perrent of residents of Temecula employed full time
outside of the region would be willing to switch jobs to a local employer if given the
opportunity; the comparable ~u~ for Muftieta residents was 72 percent.
18
COMMUTER PROFILE
Attempts to estimate and profile the number of Temecula-Murrieta resictcnts who
commute out of the region to jobs in other communities arc limited by available data. The
separate industry estimates (see Table 8) arc based on both the number of employed residents
and the number of jobs in that industry that exist in the COmmunity. For each industry the
consultant deducted the number of jobs within the community from the number of employed
resiclcnts with the assumption that all of the jobs within the region arc held by local residents.
The remainder would be those commuting to jobs in other geographic areas. A limiting
factor in the above approach is that there is no way to accurately estimate the portion of jobs
within the area held by nonresidents. The figures in Table 8, therefore, are conservatively
low estimates of resident commuters.
Using Department of Labor data that outlines an occupational distribution by
industry of employment, the consultant derived an occupational breakdown of the commuters
for each industry and totaled them for each occupation. Thus an estimated commuter
distribution by occupation was provided. The Bureau of Labor Statistics occupational
breakdown includes the category of Miscellaneous Occupations. The Census did not include
this category when compiling resident oCc. upations; therefore the share of commuters for this
classification is not available. :
The shams, both by industry and by occupation, of employed residents commuting
outside the region are detailed in Table 9 (from 1990 Census dam). Overall about 50 percent
of residents commuted out of the area each day. The 1993 ORC surveys found that 62
percent of Muftieta full-time workers commute tO jobs outside of the area, as do 61 percent
of Temecula residents who are employed full time. For part-time workers, ORC found 25
and 36 percent for Temecula-Murrieta, respectively, work outside the area.
An analysis of 1990 Census figures by industry shows that Manufacturing and
Wholesale & 'Retail Trade had relatively low COmmUtin[~ ~ (26.9 and 39.8 percent,
respectively). These low rates result prm'cipally from the community-serving employment
base in the area. Transpo~nfion & Public Utilities and Finance, Insurance, & Real Estate
(F.LR.E.), on the other hand, had high commuting rates (90.6 and 65.7 percent, respectively).
On the occupational. side, Marketing & Sales and Managerial Occupations had low
commuting rams (27.6 and 34.4 percent, respectively), while A~rn~ni-~trative Support and
Service Occupations had high commuting rates (T/3 and 70.5 percent, respectively).
Evidence of high commuting rates for the lalxer two occupations would tend to support the
notion that large regional employers are unde~,cp, csented in the area.
The ORC study shows that commuting patterns within Temecula and Muftieta have
changed since 1990 (see Tables 10 and 11). The percent of area residents worldrig in the
construction and manuf~nffing industries who commute to jobs outside the region rose
markedly. The surveys show similar shifts in occupational commuting patterns. In both
cities the Managerial Professional Specialty, Technician, Marinating & Sales, and Pre~.sion
19
Table 9
COMMUTER AND RESIDENT COMPARISON
TEMECULA-MURRI~TA REGION
Total P:t~gnt of
Commuter Total
Agriculture 595 3.8%
Mining d8
Comtruetion 2,130 13.6%
Manufacturing 1,199 7.7%
Transportation and Public Utilities .1,529 9.8%
Wholesale and Retail Trade 2,626 16.8%
Finance, Xnsuranee, and Real ~state 1,800 11.5%
Services 4,789
Government 909
Total 15,625 100.0%
Total
F~mploy~d
1,097
4,901
4,454
6,597
2,739
30,817
Total Percent of
Commuter Total
Managerial & Managerial-Related 1,490 9.7%
Professional sp~ialty o:~upations 1,720 1
T~hni~ian cszupation~ 510
Marketing &Sales .1,427
Administrative support in~ludinlZ cleri~l 3,069 20.0%
Serv/~e O~-upation~ 2,242 14.6%
Agriculture, forestry, fi~hin8 &related ~ 3.7%
Prt~ision produ~on ~.~i~patiom 2,245 14.7%
Ma:hine setter t set-up operator 511
Material moving machinery operaion 813
Helpers, laborers and material tooyen 731 4.8%
Mi~e!ian~ous O~-upatiom 203
Total Commutet~ 15,~20 1/ I00.0~
Total
Employed
Residents
3,416
1,103
5,168
3,970
3,179
1,141
1,349
1,161
NA
30,S17
Percent
CommutinR
542%
72.7%
43.5%
26.9%
90.6%
39.8%
653%
57.2%
100.0%
50.7%
Percent
Employees
'Commutinz
3~.4%
50.4%
27.6%
70.5%
55.5%
63.0~
NA
49.7%
I/Totals am allfiesta due to ruemisS error.
Smuu~ US. Departmat of Corn m~_, Burram of the Cemm4 Bunme of Labor Stmimim, IW0.
21
Tabk: 10
CrTY OF MURKILrFA COM3d'UT~R AND KESIDENT COMPARISON
Agr/cultore
Tranmtioo and Public Utilities
Wb0lm and R~ Trade
C~m'nment
Total
Total
4
0
S0
100
17
77
36
1,18
~2
484
Total
Commuter Murrieta
I 1
0 0
27 18
60 16
14 1
:12 21
16 11
78 49
4~ 6
273 123
Total Employed
Tem~cuta
2
0
2~
2
2~
9
21
I
88
P~rggnt
Employees
Commutin.
~.0%
NA
~4.0~
·
41.~%
Total
~:.molovees
Total
Commuter
76 48
77 54
24 18
66 24
62
~6 35
4 1
45
11 4
8
4 1
4431/ 2~2
Total Emoloyed
Murrieta Temecula
8
12
4
2~
21
2
3
2
2
103
Percent
P. mpioyees
Commutine
20 .632%
11 70.1%
2 75.0%
15 36.4%
16 50.0~
10 ~3.0%
7
4 36.4~
YTmak m diffm, wsl dee to mad/sg m.
Sowec Opb/ew ReMsJd, dCaiknis, 1993.
Table 11
CFFY OF TF. JdXCULA COMMUTER AND RESIDP=NT COMPARISON
1993
Construa/on
Tramlxautioo and Public Utilitie~
Wholesale and Retail Trmk
Finam2, Insurance, and Real ~aate
Government
Total
Percent
Total Total Total Employed ~mployees
Pmviovsss Commutgr Temec,__,!a Mun'ieta Cornroutine
38 20 17 1 ~2.6~
3 3 0 0 100.0%
209 151 SO 8 72.2%
~7 360 177 10 6~.8%
207 174 32 1 84.1%
373 183 170 20 4~.1%
239 133 100
972 487 402 83 ,~0.1%
~ 277 '24 5 90.5%
2,894 1,788 972 134 61.8~
Managerial & Managerial-]~Lated
Professional specialty _o~__,pations
Ta:hni~an
Marketing & Sales
Adminisantivs mppa't ingludin$ clexial
~vkz Oenupatiom
ASficuimre, fofesu% fi~hinl i related
Machine seuer & Mt-up operator
Material moving madtinm7 operaton
Total
Percent
Total Total Total F. mploye_d Employees
l:mDIovees Commuter Tamecub Muftieta Commuting
632 425 182 2~ 672%
484 303 134 47 62.6%
17A 94 2~ 7
226 126 92 8
4T2 249 200 23
~ 208 88 13 67.3%
9 5 4 55.6%
200 168 29 3 84.0~
68 30 36 2 44.1%
57 46 10 1 80.79~
17 9 7 1
2,598 1/ 1,663 805 1.1} 64.0%
1/Totals m dialass due so mumling
Production occupational categories showed jumps in commuting rates. Administrative
Support and Service occupation commuting rates declined somewhat. These findings support
our hypothesis that regional population growth has exceeded job growth, thus forcing new'
residents to work elsewhere.
RESIDENT CHARACTERISTICS
The educational levels (as shown in the 1990 Census) of Temocula-Murrieta region
residents aged 25 and over are outlined in Table 1:2. The ORC surveys indicate higher
resident educational achievement levels than does the Census, hinting at an upward trend.
For instance, in 1990, the share of area residents with either some college or a college degree
was 50.4 percent; however, in 1993, ORC found that 66.8 percent of Murrieta residents and
81.9 percent of Temocula residents had at least some college education or an undergraduate
degree. Similarly, the Census found that 5.5 percent of the local population had earned a
graduate or professional degree, while ORC reported that 8.2 percent of Murfieta residents
and 9.8 percent of Temecula residents had done so. Apparcntiy the flow of population inw
the community since 1990 included a sizable portion of the well educated.
Table 13 provides the 1990 raciaYeth-ic breakdown for the Temecula-Murrieta
region, which is as follows: (1) over 90 percent are white, (2) slightly over 1 percent each
are either black or American Indian, (3) approximately 2 percent are Asian, and (4) a little
over 5 percent belong to other racial/ethnic groups. Hispanic/Latino persons from all races
appear to be roughly 15 percent of the population.
Table 14 describes the income distribution for Tcmccula-Murricta households in
1990. The $30,000 to $39,999 range has the highest proportion of residents at 15.0 percent,
while the median income is slightly over $40,000.
Table 12
EDUCATIONAL ATTAINMRNT CHARACTERISTICS
TEMECULA-MURRIETA REGION
1990 AND 1993
Temecula-Murriem M urrim Temecula
1990 Census Telephone SuD'ey Mail Survey
Told Pen:ent Total Percent Total Percent
~ than 9th grade 1,976 4.6~J6
9th to 12th grade, no diploma 5,6~77 ~
High r. hoo~ graduate (jnciuda equivakncy) 11,2~9 26~396 199 1/ 33.296 S91 1/ 18.196
Some college, no degree 12,3'74 28.991,
Amoc~e degree 3,823 8.996 216 2/ 36.0~ 1~12/ 47.8~
Graduate or pr~enionai degree ~ 5..q96 49 8.2% 321 9.8~
Total 42,869 100.0~ 600 IGO.0~ 3,267 100.096
l/De~mdmliif, bkboolorlm.
:2fi2a~ted m l-2ym desdlep erAmmim~A/mdalm.
:lt'l)immlm~-4mded~erJmtkdmdelm.
Z
26
Table 13
RACIAL AND ETHNIC CHARACTBRISTICS
TEMECULA-MURI~TF-TA REGION
1990
Total
White 61,718
Black 917
American Indian, Bskimo, or Aleut 794
Asian or Pacific Islander 1,426
Other 3,540
Total 68,395
Percent
1.3%
2.1%
5,2%
100.0%
Source: U.S. Department of Commerce, Bureau of the Census, 1990.
27
Tabic 14
HOUSEHOLD INCOM]~ DISTRIBUTION
TE1VIECULA-MURItw-TA REGION
1990
Le~s than $10,000
S10,000 to $19,999
$20,000 to S29,999
S30,000 to $39,999
S40,000 to $49,999
S50,000 to $59,999
$60,000 to $74,999
$75,000 to $99,999
$100,000 or more
Total
Total
1,989.
2,953
t,148
3,582
3,376
2,617
2,657
1,835
1,723
23,880
Percent
8.3%
12.4%
13.2%
15.0%
14.1%
11.0%
11.1%
7.7%
7.2%
100.0%
Department of Commerce, Bureau of the Ctmus, 1990.
28
0
~ I I
0 0
0 C)
0 0
O0
oE
o
~o
kl
i ~
~0
o~
1
0
0
29
APPENDIX A
3]
Economic Development Plan
Define community goals (mission, purpose, inten0 and objectives (refined
measurement of goal, aim of proposed action)
A. Goal: Job Creation
Objective: Grow/Recruit New Businesses.
Performsrice M,'~,~u~: Create me~ninlZf'ul, skilled jobs for Temecula
residents with a annual ~i_nn salary of at least $25,000.
Objective: Develop/Main~ A Business Friendly Environment.
Performnnce M~re: Define roles of City, EDC, and Chamber of
Commerce.
Objective: Establish diverse education and training system to develop a
high quality work force.
Performance M,~tre: Analyze cooperation between City and educational
institutions, including school districts, community colleges, and extension
programs through UC Riverside or California State University system.
B. Goal: Job Retention
Objective: Assist/Retain Existing Business.
Performance Measure: Provide tools and pwgrarns that will allow
businesses to be successrid and be pwsperous in Tcmecula.
Objective: Develop and maintain a business friendly environment
Performance Measure: Define and implement roles of City, EDC, and
Chamber of Commerce.
Perforn~nce M,.~-~ure: Implement effective programs that streamlines the
regulatory and permitting process.
Goal:
1.
Improve Quality of Life and Property Values for Residents
Objective: Ensure that each economic project is in conformance with the
City's General Plan and mission statement of the City Council.
Performance M~-~ure: Each economic project must have completed an
environmental n-qessment process pursuant to City requirements and
complete .analysis of property values annually.
Goal: Increase Tax Base For Municipal Services
Objective: Develop Criteria for Utilizing Incentives for Business
Creation/Expansion.
Performsnce M,'~.~ure: To increase sales tax, prolxa~y tax, and other city
revenues r-~xlting from economic development activities.
Objective: Develop a healthy public/private I2rtnership with
city/county/state/federal agencies.
Performance M~re: Establi-~h and mgintain open communications with
agencies whose actions impact Southwest Riverside County.
Goal: Economic Stability
1.
Objective: Diversify the economic base to include a range of
manufacUning, retail, and service activities.
Performance M~-~ure: Complete annual audit of existing businesses to
determine economic diveraW.
Goal: Community and Regional Awareness of Temecula
1. Objective: Increase business and tourbin activities through an effective
Performance M~re: Develop a business brochure and tourism brochure
to promote the entrepreneurial and recreational benefits of Temecula.
2. Objective: Educate community concerning value of business and economic
development.
Pe~orw~nce M~.~ure: Analyze feedback from community suzveys.
Local Economic Development Inventory
Inventory Local Economic Development Situation
Current Labor Force - (size, age, gender, educational attnlnment and
tnining, labor availabitity, worker earnings, and productivity).
Traffic Circulation and Infras~ucture - (tnffic signal grades, overpass
capacity, water availability, sewer capabilities, solid waste management
services).
Educational and WaininS opportunities -'(Universities, community
colleges, vocational schools, goven~mental training programs, library"
Land and Building Inventory - (Undeveloped hnd inventory, commercial
building inventory, manufacturing, industrial, service, and retail
opporUmities, total sq. ft. available for immediate occupancy, overall land
Transportation Networks - (airport cap~ty, train, highway, freeway,
truck delivery capacity, deep water ports).
Utilities and water availability - (sources of services, connection costs,
availability of resources, existing f~ciH.e~ capacity to handle expansion,
actual utility costs, reclaimed water anihbility).
Regulatory Process - (current permitting process, results of blue ribbon
committee recommendations, development fees, business dimate, on-going
review of permitting and enforcement processes).
Property taxes and assessments - (existing property taxes, CSD
a.~eument~.
Quality of life - (affordable housing, climate, schools, low crime, parks
and recreation, family environment, community events, culture and
performing am, tourist attractions.
10.
Busincss Climate - (survey of local busing, attitudes of city mff and
Council, customer service surveys).
Analyze Local Economic Information
Determine mengths.
a. Labor force, educational opportunities, quality of life, available
water, stream-lining process, land/building inventory, business
climate, tourism opportunilies (Old Town, wineries, special
events).
Identify wenltnes,ses.
a. Traffic ciraxlation/~.
Lack of economic development plan and process far promoting
economic development.
c. Lack of coordinated effort to promote economic development.
Action Strategies -. (Implementation)
1. Develop marketing campaign based upon strengths of community as
identified in the inventory process of the local economic situation.
a. Utillve resources of Chamber and EDC to implement the marketing
campaign.
Develop strategies to address wentmesses/capitalize upon strengths.
a. Utilize CIP to address weakn~capitalize upon strengths.
1.
2.
3.
4.
Fire Station - ~:=_~ of 1-15
Traffic Improvements
Parks and Recreation Facilities
Public restrooms/parking in Old Town
Prepare a concise, professional City b~ness brochure that can be
efficien~y provided to prospective businesses. Statistical information
based on what businesses need to know about the community. (Resttits
from the local economic inventory and business inquiries).
Main~in current list of common questions most asked by
prospective businesses.
b. Update City bushess brochure every three months.
Prepare a professional City promotional brochure depicting the recreational
and toudsm oppoxtunitics in Temecula.
M~intain an updated land and bulkling inventory for all prospective new'
businesses or expansions.
Identify/define roles of community economic phyers.
a. City Staff
1. City Manager's Office drives economic development
activity.
2. Provides concise business info through City business
brochure.
Coordinates meetings with prospective business~, and
rcpicscntatives from EDC/Chambef.
Follows up on all business inq'mfies/leads/opponunities,
integrate with Bconomic Development Director activities.
Economic Development Corporation
1.
Provide assismce to City staff through the Economic
Development Director, Board, and memben.
Establish focus towards large manufacturing/industrial/rmil
corporations.
Verify and validate to prospective businesses the CiW's
commitment to creating a strong, business friendly
environment.
Implement an effective business outreach program to
maximize contacts in the private sector.
Assist in the development and statistical data gathering
involved with the City business brochure.
Expand membership to representatives who work in the
manufacturing/industrial/retail field.
Investigate small business development opportunities i.e.,
small business incubators (Santa Ana and Pasadena).
Develop strategies to effectively integrate Economic
Development ~ activities with City Manager/staff.
Chamber of Commerce
1. Provide assistance to the City through the Executive
Director, Board, and members.
Establish focus in the development of Small Business
retention/expansion and tourism.
Develop a coordinated City pwmotional program with
assistance from the City and EDC that focuses on tourism
activities and regional spechl events.
Provide information to pwspective small b~lslnesses
concerning the City's Small Business Loan Program.
Continue to expand Chamber membership.
Develop strategies to effective integrate Executive Director
activities with City Manager/staff.
10.
Develop effective tourism activities.
Old Town Entertainment Project.
Municipal Golf Course.
Regional Tournament Facilities.
Northwest Sports Complex.
Convention Center/Civic Center Complex.
Regional Special Events.
W'meries.
Criteria]Guidelines for City Incentives
Number of jobs created.
Type of jobs created.
Number of jobs created for Temecula residents.
Amount of sales tax/propct ty tax generated.
Promote a regional approach to incentives.
Promote development/retention of Small Businesses
a. Develop a small business incubator program
Pasadena).
b. Utilize small business loan program.
(Santa
Review/update economic development plan annually to measure
effectiveness.
and
Time Table
A.
City of Temccula
~.,onomic Development Plan
Estabfish Economic Development Committee (October 10 - 14, 1994)
1. Two (2) members from City Council
2. Two (2) members from EDC
3. Two ('2) members from Chamber of Commerce
4. One (1) member from County F. conornic Development Agency
5. City Staff
Economic Development Orientation Meeting - October 27, 1~4
1. EstabLish Goals and Objectives
2. Assignments for Local Economic Inventory - (30 days)
Economic Development Local hventory Meeting - December 1,
1. Results of Local Inventory/~denti~ Strengths-Weaknesses
2. Refinement of Goals and Objectives
3. Development of Action Strstegies
Economic Development Meeting - Review Daft - December 15,
1. Finalize Goals and Objectives
2. Xdenti~y Strengths and Weaknesses
3. Finalize Action Stntegies
City Council Workshop - Economic Development Plan - 7nnu-,7 12,
1. Perjew and Provide Comments to F. conomic Development Plsn
City Council- Febx~/14, 19~5
A. Adopt Finn] Economic Development Phn
THE CITY OF TEMECULA
REQUEST FOR QUALIFICATIONS
The City of Temecula, hereinafter referred to as the City, is inviting qualified
marketing and advertising firms to submit a statement of qualifications for the
development of a marketing program developed specifically for the City of
Temecula.
The selected firm will develop a successful marketing strategy and program and will
coordinate the implementation of this program with the City and other agencies
involved in promoting the region.
Contents of Statement of Qualffications
The prospective firm shall provide the City with the following information:
1. A description of the firm, organizational structure, location of principal offices,
number of professional personnel, and other pertinent information, including
the names and experience of all staff members who will work on the program.
2. Related program experience and client references.
3. The name of the principal or program manager in the firm who will serve as
Program Director and have direct and continued responsibility for the program.
This person will be the City Staff contact on all matters dealing with the
program. A detailed experience and project resume of all staff assigned to the
program shall be included.
4. The names of any outside consultants or subcontractors to be utilized, along
with their experience and contract resume.
5. A detailed scope of work which will include the firm's approach to the
program.
6. Proposed marketing strategy which will define the area's strengths and
emphasize the quality of life in Temecula.
City Economic Development Goals
The General Plan for the Cityidentified six (6) economic development goals. These
goals are as follows:
1. Development of a strong base of clean manufacturing activities which
employs a skilled labor force and can be successfully integrated into
Temecula's community character.
Diversification of the economic base to include a range of manufacturing,
retail and service activities.
Maintain an economic base to provide a sound fiscal foundation for the City
as well as quality community facilities and high service levels.
Establishment of a diverse education and training and job placement system
which will develop and maintain a high quality work force in Temecula.
e
Promote the advantages to businesses of locating in Temecula, including cost
advantages, amenities, housing, community activities and civic services.
Develop Temecula as a comprehensive, recognizable tourist destination, with
a range of attractions throughout and beyond the sphere of influence.
In addition, a copy of these goals and accompanying policies is attached for your
review.
Backsround
The City of Temecula incorporated on December 1, 1989. The City does have a
healthy industrial/commercial base and the largest revenue source for the City is
Sales Tax. For three years, until January, 1994, the economic development
function was carried out by the City Manager and a consultant. Their focus was on
national advertising, video production and distribution, trade show representation
and public relations. As a result of these expenditures, the City still has the video,
fact packs (both need to be updated), labor study and trade show booth for future
use.
On February 21, 1995, the City Council conducted an economic development
workshop to adopt an economic development policy (Copy of Staff Report and
Policy attached) for the City. The targeted marketing strategy for the City will
focus primarily on clean manufacturing (high tech and biomedical) and tourism,
while emphasizing the quality of life in Temecula.
Selection Criteria
The City plans to consider the firms experience with similar projects, the
qualifications and number of staff available for the assignment, the outside
consultants and associates to be retained, the firms willingness and demonstrated
ability to meet deadlines, and other areas pertinent to the project.
A selection committee will review the qualifications submitted and request
interviews from the top firms. Based upon qualifications and presentation, the
selection committee will rank the final firms. The City reserves the right to
negotiate terms and scope of work with the highest ranked firm. If an agreement
cannot be negotiated, the City reserves the right to negotiate with any of the other
finslist.
Time Schedules
The following is the City's tentative schedule for selection of the firm:
Issuance of Request for Qualifications: February 23, 1995
2. Deadline for filing Qualifications: March 10, 1995
3. Staff review of Qualifications: March 13, 1995
4. Interview of top consultants: March 22, 1995
5. Negotiations with Finelist: March 23, 1995
6. Award Contract: April 11, 1995
Five (5) copies of the Statement of Qualification must be received by 5:00 p.m. on
the filing deadline at:
City Clerk's Office
City of Temecula
43174 Business Park Drive
Temecula, CA 92590
Please clearly mark the envelope as follows: "RFQ - Economic Development
Marketing ".
General Information
1. The submittal shall be signed by an authorized official of the firm.
2. The submittal shall be valid for a minimum of ninety (90) days.
The City reserves the right to reject any and all submittals.
Please provide us with any exceptions, additions, or suggestions which will
aid us in our selection process.
The terms and scope of the contract will be arrived at on the basis of
professional negotiations between the City and the prospective firm. If the
City and prospective firm fail to reach a contractual agreement, the City may
renegotiate with any other finalist.
Please refer any questions regarding the technical and/or processing content
of this RFQ to Mary Jane McLarney, Assistant City Manager, at (909) 694-
6444.
7. The selected firm must obtain a valid City of Temecula Business License.
In compliance with the Americana with Disabilities Act, if you need special assistance to participate in
this meeting. please contact the office of the City Clerk (909) 694-6444. Notification 48 hours prior
to a meeting will enable the City to make reasonable arrangements to enaure accessibility to that
meeting [28 CFR 35.102.35.104 ADA T~ie Ill
AGENDA
TEMECULA CITY COUNCIL
MEETING JOINTLY WITH THE TEMECULA REDEVELOPMENT AGENCY
AN ADJOURNED SPECIAL MEETING
TEMECULA CITY HALL, MAIN CONFERENCE ROOM
43174 BUSINESS PARK DRIVE
FEBRUARY 21, 1995 - 7:00 PM
At approximately 9:45 PM, the City Council will determine which of the remaining
agenda items can be considered and acted upon prior to 10:00 PM and may
continue all other items on which additional time is required until a future meeting.
All meetings are scheduled to end at 10:00 PM.
CALL TO ORDER:
Mayor Jeffrey Stone presiding
Next in Order:
Ordinance: No. 94-10
Resolution: No. 94-.~8
Flag Salute:
Councilmember Lindemans
ROLL CALL:
Lindemans, Mu~oz, Parks, Roberrs, Stone
PRESENTATIONS/
PROCLAMATIONS
PUBLIC COMMENTS
A total of 15 minutes is provided so members of the public can address the Council on
items that are not listed on the Agenda or on the Consent Calendar. Speakers are limited
to two (2) minutes each. If you desire to speak to the Council on an item not listed on the
Agenda or on the Consent Calendar, a pink 'Request to Speak" form should be filled out
and filed with the City Clerk.
When you are called to speak, please come forward and state your name for the record.
For all other agenda items a 'Request to Speak" form must be filed with the City Clerk
befor9 the Council gets to that item. There is a five (5) minute time limit for individual
speakers.
R:~eendl~ 117 N
CITY COUNCIL RFPORTS
Reports by the members of the City Council on matters not on the agerids will be made at
this time. A total, not to exceed, ten (10) minutes will be devoted to these reports.
COUNCIL BUSINFSS
I Economic Develooment Work Prooram
RECOMMENDATION:
1.1 Receive report on the City's economic development work program.
1.2 Approve an RFQ (Request For Qualifications) for Marketing Services
1.3 Provide direction concerning financial incentives criteria
CITY MANAGER'S REPORT
CITY ATTORNEY'S REPORT
ADJOURNMENT
Next regular meeting: February 28, 1995, 7:00 PM, Community Recreation Center, 30875
Rancho Vista Road, Temecula, California.
&-~eene~O 117N 2