agenda city of watsonville city council/redevelopment agency meeting

EXECUTIVE SUMMARY 2011 - 2013
Background. Since 1994, the Watsonville City Council has held several goal-setting Study Sessions.
These events have allowed the City Council to identify pressing issues in the community, and
translate these into concrete goals. The Council then has the ability to assist staff in the
prioritization of existing and proposed programs and projects, such that the implementation of the
goals becomes a reality in the adoption of the City budget.
Strategic Planning Process. Strategic Planning is an ongoing process that takes place throughout the
year, culminating in a goal-setting study session. On March 8, 2011, members of the City Council and
City Management Staff met in an open session to discuss the community’s needs and identify the
goals that would provide direction for the next two years. Following the goal-setting process, the
City Council met on April 26, 2011 and on May 17, 2011 in order to identify and rank future programs
and projects that will implement these goals.
Project Ranking Process. City staff and Council Members prepare a list of “Proposed New
Initiatives”. The list includes a variety of programs and projects that could be implemented in the
next two years. Once the list is completed each Council Member is asked to rank the projects.
The Council may also use some of their ranking tools to rank the importance of Current Initiatives or
Projects. Although these projects are already underway and funded, this is done in order to show
which current projects are of critical importance to the Council. This does not affect the status of the
current projects.
Efficiencies. City Council requested that each department develop a list of potential efficiencies and
identify any potential new revenue. The lists were developed and City staff and the City Council will
work throughout 2011 addressing the viability of the efficiencies, the cost/benefit to the community
and the value of implementation.
Identifying Potential New Revenue. Council and staff developed a list of potential new revenue
ideas and increased fees. The Council also wishes to revisit the current subsidy level of some of the
fees, in order to determine if the City is able to recover a higher percentage of the actual cost to
deliver the services.
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