ESCONDIDO COMPREHENSIVE ECONOMIC ... - City of Escondido

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Analysis of Economic Development Problems and Opportunities The U.S. economy is undergoing many well-documented structural changes as a result of globalization of markets, revolutionary technical changes, demographic shifts, advances in production practices, transportation, and emerging technologies. At the local level, these changes present both opportunities and challenges for business and civic leaders. In response to this dynamic and global environment, Escondido must develop a multifaceted economic develop strategy. While no economic development practitioner will discount the value of attracting new firms and industries, retention and expansion of existing industries and firms are often the most productive means of creating jobs in a local economy. In this regard, Escondido should also consider adopting an “economic gardening” or growth from within strategy, working closely with existing industries on all levels of the supply chain to maximize opportunities for growth. In addition to fostering future growth of high wage jobs, an effective business retention/expansion/attraction program can enhance overall quality of life, and significantly improve a community’s image. What is an industry “cluster”? “Industry targeting” has long been a part of the economic development vocabulary. Over time the practice of targeting specific industries has evolved from a focus on individual sectors to a focus on closely related groups of industries or “clusters.” In either case, the concept of targeting responds to one of the most fundamental needs of economic development organizations—the need to focus marketing and other investments on industries that offer realistic promise for creating quality economic growth in a particular geographic area, based on a comprehensive assessment of the area’s comparative advantages. Whereas the objective of a targeted industry study is to identify individual industries that are likely to be key “engines” of economic growth in a region, a full-fledged cluster study takes the process a few steps further by identifying linked industries whose growth potentials are likely to be closely aligned with expansion of the “engine” sectors. A local example of a cluster is tourism. Whereas the San Diego Zoo Safari Park is a major “engine” that attracts visitors to the area, it helps to support a cluster of linked businesses including restaurants, hotels, etc. B.3.2. Overview of Methodology The analysis recognizes that Escondido’s economy does not exist in a vacuum. Large numbers of Escondido’s residents commute to jobs outside the City; conversely, many of the jobs based in the City are held by workers who commute in from elsewhere. With this high degree of interconnectedness, economic activity in San Diego County as a whole, and especially in the immediate North County area, has a direct bearing on Escondido’s future potentials. The analysis focuses on two groups of potential targets: (1) Industries/clusters that are established core strengths in Escondido, and thus represent appropriate targets for a retention/expansion focus; and ESCONDIDO COMPREHENSIVE ECONOMIC DEVELOPMENT STRATEGY (CEDS) | The Natelson Dale Group, Inc 18
Analysis of Economic Development Problems and Opportunities (2) Industries/clusters that, although not currently well represented in the City, are strong in the larger North County area. This group represents industries that could potentially be attracted to the City based on their existing attraction to the larger region. The preliminary list of possible target clusters for Escondido has been derived by evaluating 2009-2011 employment trends for a master list of over 1,000 individual industries (defined at the 6-digit NAICS 6 code level of detail). Two types of analysis were used to identify each industry’s existing strength in Escondido and North County: (1) Location quotient (LQ) analysis – An LQ is a number which indicates the existing concentration of industry at the local level compared to its concentration in the U.S. economy overall. An LQ greater than 1.0 means that an industry is more concentrated/important locally than it is nationally, potentially indicating a local area of specialization or comparative advantage. (2) Shift-share analysis – This process compares an industry’s recent growth/retraction locally to its recent growth/retraction nationally. A favorable “competitive effect” indicates that a local industry has outperformed the national industry in terms of growth. B.3.3. List of Target Clusters Based on the LQ and shift-share analyses, the consultants developed a preliminary list of candidate clusters for the CEDS Committee’s consideration. Based on a systematic voting process at the Committee’s April 4, 2012 meeting, the cluster list was refined and prioritized. The preliminary list included a total of 16 clusters, representing 359 individual industries (see the Target Industry Analysis report for a detailed list of the industries included in each cluster). The following tables (Table B-1 through Table B-4) summarize key data for the full list of candidate clusters. 6 NAICS = North American Industry Classification System. ESCONDIDO COMPREHENSIVE ECONOMIC DEVELOPMENT STRATEGY (CEDS) | The Natelson Dale Group, Inc 19
Page 1 and 2: ESCONDIDO COMPREHENSIVE ECONOMIC DE
Page 3 and 4: CONTENTS EXECUTIVE SUMMARY OF CEDS
Page 7 and 8: Executive Summary of CEDS Implement
Page 9 and 10: Age, 2000/2010 Educational Attainme
Page 11 and 12: Background Data type Analysis in th
Page 13 and 14: Analysis of Economic Development Pr
Page 21: Analysis of Economic Development Pr
Page 25 and 26: Cluster 7 Energy Generation Hospita
Page 31 and 32: CEDS Goals and Objectives -- Defini
Page 33 and 34: Community and Private Sector Partic
Page 35 and 36: Strategic Projects, Programs and Ac
Page 37 and 38: CEDS Implementation Plan ESCONDIDO
Page 39 and 40: Goal Consistently convey a message
Page 41 and 42: Goal Create jobs / expand tax base
Page 55 and 56: Goal Improve residential quality of
Page 57 and 58: Goal Improve residential quality of
Page 59 and 60: Goal Improve employment opportuniti
Page 61 and 62: Trade San Diego Center for Internat
Page 63 and 64: CEDS Implementation Plan F.2. Recom
Page 65 and 66: Strategies/Strategies 1. Expand Cit
Page 67 and 68: CEDS Implementation Plan F.4. Integ
Page 69 and 70: APPENDIX A. Escondido Market Overvi
Page 71 and 72: Table of Contents I. INTRODUCTION .
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I. INTRODUCTION This document provi
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Table 2. Race/Ethnicity by Area, 20
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Personal and Household Income Per C
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Figure 4. Average Household Income
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Overview of Economic Conditions The
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Figure 9. Median Sales Prices for H
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Figure 12. Building Permits by Resi
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Employment by Industry Figure 15 pr
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Manufacturing (-574), while the Tra
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Table 9. Industry Employment Growth
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Figure 17. Share of Employment by O
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Wages In addition to industry emplo
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Whereas Figure 20 and Figure 21 sho
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Figure 23. Economically Distressed
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Project/ Location Core Data 2808 Ha
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Target Areas Target Area 1 - Downto
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Target Area 4 - South Escondido Bou
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Target Area 7 - Westfield’s Regio
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Recent projects in this area includ
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APPENDIX B. Profile of Local Workfo
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Memorandum to Michelle Geller 2012
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Memorandum to Michelle Geller April
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ATTACHMENT SUMMARY OF INSITUTIONS I
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Completions 8,000 7,000 6,000 5,000
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Completions 40 35 30 25 20 15 10 5
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Completions 1,200 1,000 800 600 400
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Completions 3,500 3,000 2,500 2,000
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Completions 40 35 30 25 20 15 10 5
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ESCONDIDO COMPETITIVE ASSESSMENT Su
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CONTENTS EXECUTIVE SUMMARY 1 COMPAR
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LIST OF TABLES & FIGURES FIGURES Fi
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Executive Summary Comparisons of Es
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Executive Summary currently designa
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Executive Summary Murrieta currentl
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• Employment Leaders • Workforc
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ESCONDIDO COMPETITIVE ASSESSMENT B.
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B.2.3. Residential Building Permits
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Comparisons of Escondido with Close
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B.4.2. Housing Market Stress Compar
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Business Taxes Comparisons of Escon
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Economic Development Marketing Comp
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Marketing components, notes (genera
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Comparisons of San Diego County and
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Comparisons of San Diego County and
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Appendix A. Cities’ Variations in
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Escondido Target Industry Analysis
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TABLES Table 1. Summary Cluster Mat
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II. EXECUTIVE SUMMARY Overview of M
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Cluster 2011 LQ Relative to U.S. In
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Table 3. Share of Total Employment
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III. PROFILES OF CANDIDATE CLUSTERS
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Figure 3. Escondido Map Source: ESR
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Action Sports As shown below, the N
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Advanced Precision Manufacturing Ad
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Agribusiness & Ag-Tech As shown bel
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Business and Professional Services
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Cleantech Cleantech is an emerging
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Culture, Entertainment, and Tourism
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Defense Related Manufacturing As sh
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Education and Knowledge Creation No
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Elderly Care Services The City acco
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Energy Generation The Energy Genera
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Hospitals and Healthcare With over
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Information, Communications, Techno
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Medical Devices While pharmaceutica
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Pharmaceuticals The Pharmaceuticals
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Retail Trade While retail is often
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Specialty Foods and Beverages The N
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APPENDIX A: Cluster Definitions (Co
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NAICS* INDUSTRY DESCRIPTION 523110
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Infrastructure Projects List LOW LO
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APPENDIX F. List of CEDS Committee
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APPENDIX G. Stakeholders Interviewe
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APPENDIX H. EDA-Required Census Dat
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Table H-2 Population, Per Capita In
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ESCONDIDO COMPREHENSIVE ECONOMIC ... - City of Escondido

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