Fruitvale Economic Resiliency Plan

Fruitvale Economic Resiliency Plan Program Overviews January 11, 2021

Recommended Programs Modules andImplementation Sequencing

Prepared by:

Darlene Crane, The CraneWorks, Kimberly Frentz Edmonds, Ventura Partners

Prepared byThe CraneWorks & Ventura Partners, 09/28/2020 1

Revenue and Commercial Viability At Risk

Small Businesses, Especially Minority Owned Businesses

McKinsey & Company

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METHODOLOGY

PermacultureApproachto Outcomes

Program as a Whole

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Permaculture framework provided flexible framework andlanguage more consistent with community development

Cultivate infrastructure For business resilience: CRE, site connectivity to Internet

Business Assistance Center Business Portal, Data Insights

CRE

Business Commercial Viability

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Monitored economic and consumer sentiment trends as inputsto future scenarios

• Tracked virus impact on Latinx population nationally

• Collected data from Fruitvale business survey to surface needsof local businesses

• Focus group with 2nd, 3rd generation of owner families revealeddeeper patterns of business owner resistance to change

Key Questions

Direct Business Services

Business Lifecycle learning, cultural preservation

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To what degree will Federal policy and programs supportrecovery and resiliency of the Fruitvale in 2020 and through theplanning period 2021-25?

• What economic development programming is necessary if themajority of Fruitvale businesses will not qualify for PPP loans?

• What is the impact on The Unity Council to providing directbusiness services?

Improve Public Health Safety Reduce Crime

• What can be done to engage more businesses in using TAbusiness education and consulting?

Prepared by The CraneWorks

Ventura

09/28/2020

&

Partners,

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Improve

Short & Long Term Increase Local

Ownership

Q2 2020: Interviews with TUC management and local businesses, delivery crisis training needs:

• Lease negotiation training 14 businesses

• E-commerce training 7, 1 seeking more coaching

• Interviews with 2 CDFIs, 1 CDGI

Data Analysis:

• Sq. Ft. Parcels and Sq. Ft. CRE Bldgs.

• Price escalations 13 31%,1998

• Absentee/Local CRE ownership

• Street level inventory of CRE

Q3 2020: Fruitvale BID

Reauthorization process.

FBID is Fruitvale formal business system.

• Engagement with 6 Steering Committee Members, 3 key City of Oakland Officials, BID Consultants, attorney on BID management.

• Interviews with 2 property owner, 5 business owners. Interviews with 1 other BID ED, 1 CBO ED supporting ecosystems of Bay Area TA and Access to Capital sources

Q4 2020: Survey Fruitvale Businesses:

• 62 responses in October were key

• Able to compare Fruitvale business condition to national trends Interviews: 3 Prospero Fellows, Immigrant women

Focus Group: 4 women, second and third generation business owner families

Ventura

Note: The CraneWorks is a member of the network of CBOEs in Oakland since 2011.

Prepared by The CraneWorks &

Partners, 09/28/2020 4

CRE

2020

Program

Priority #1:

Covid 19 Safety Levels and Reduce

will not return to district unless they feel safe

Support of health protocols is a long-term effort

Assumption:

Crime tends to go down when the economy and employment is rising

CraneWorks

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& Ventura Partners, 09/28/2020 5

Raise

Crime • Customers

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Prepared by The CraneWorks & Ventura Partners, 09/28/2020 6 Program Priority #1:Raise Covid 19 Safety Levels and Reduce Crime Contain Covid-19 Infections • Increase customer trust by following safety protocols Transition to Post-Covid-19 Conditions • Vaccine distribution plan • Workforce programming to increase local customer discretionary purchases • Readiness for future health emergencies

• Observe levels of street traffic

• Track workforce and community vaccinations rate

• Support community crime safety

• Define status of Covid 19 pandemic -Passed Still present, To what degree?

• Identify levels of health/other benefits business owners and employees

• Support community Crime safety

• Collaborate with health organizations on health/other benefits for business owners and employees

• Support community crime safety

• Collaborate with health organizations on health/other benefits, retirement for business owners and employees

• Support community crime safety

• Collaborate with health organizations on health/other benefits, retirement for business owners and employees

• Support community crime safety

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Program Priority #2: Technology for Community Benefit

by The CraneWorks

Ventura Partners,

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Program Priority #2: Technology for Community Benefit (TUC Internal)

• Tech Scenario Plan

Develop:

• Business data management

• Business portal

• TUC staff skills in data analysis & insights

• Data and Analytics

• Connect Business Assistance Center to | Business, Art, Cultural programs and activities

• Support strategies for Tech for Community Benefit

• Tech Scenarios & Plan

• Trend analysis business quarterly surveys

• Data on impact of vaccination on business stability

• Connect Business Assistance Center programs and activities to wider Bay Area Business, Arts & Cultural ecosystems

• Tech Scenarios & Plan

• Refine Trend Analysis z business quarterly z surveys

• Refine impact of z vaccination on z business stability

• Tech Scenarios & Plan

• Upskill for FV Tech for Business & Community Benefit

• Business Technology of the future

• Continued upgrades in analytics capabilities

• Tech Scenarios & Plan

• Upskill for FV Tech for Business & Community Benefit

• Business technology of the future II

• Continued upgrades in analytics capabilities

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Prepared

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Program Priority #3: Program Direct to Business Services, Business Center Use Prepared by The CraneWorks & Ventura Partners, 09/28/2020 10 Module 1: Business Engagement • Deeper Engagement with Business Segments • Arts and Creative • Cultural organizations • Advocate for Cultural Zone Module 2: Public and Marketing Communications • Marketing Plan • Ongoing FV Brand campaign, events • Track sales, hires, etc. Module 3: Direct Business Education • Business assessment • Develop Owner Education • Impact Reporting • Enhance owner voice and perceptions of community Module 4: Internet Presence • Design and Bring Businesses on to Portal • High visibility of TUC Business Services • Communicate Outcomes

• Engage Owners in Technology Upskilling

• Build direct business services team

• FV businesses using e commerce process and tools or on portal

• Production staff quality on line content

• CRE Ownership program launch

• Capture data on educational outcomes, revenue, other indicators

• Introduction to succession planning

• CRE Ownership graduates purchase 1 2 properties

• Business Assistance Center fully utilized mid 2022 serving <500 businesses in:

• Business

Creative/Arts

• Cultural preservation

• Pursue FV district wide business quality Internet

• Programming and Use of Center updated for future economic, industry and community needs

• Full Business Life cycle to exit programming

• CRE purchases at 2+ per year

• Business Assistance Center Serving >1000 businesses

• Implementing program re-design

• CRE Ownership training program and consistent purchases

• FV Businesses doing business anywhere

• Higher diversity of industries & products

• Data insights reflect successes and learning

• Owners stay in FV increasing company value and CRE ownership

• Arts/Cultural entrepreneurs sustaining livelihoods

Business Assistance Center connected to diverse business ecosystems

• Business quality internet access across district

by CraneWorks

Ventura

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Priority #4 Commercial Real Estate Program Prepared by The CraneWorks & Ventura Partners, 09/28/2020 12 CRE Data . Commercial Building Sq.Ft. in BID . Property Sales . Property Prices . Business Occupancy Update CRE Occupancy Strategy . Track/summarize commercial vacancies . Disseminate information on vacant space . Creative models for affordability Business Center Facilities . Analyze space needs and costs for Business Services Center IT Infrastructure . Identify existing neighborhood Infrastructure and identify needs Community CRE Ownership . Identify potential ownership models & partners . Provide “real estate ready” training to businesses . Prepare analysis for model to integrate with TUC planning

Program Priority #4:Commercial Real Estate Modules

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Prepared by The CraneWorks & Ventura Partners, 09/28/2020 14 Program Priority #5: TUC Economic Development Organization Operations Process Development • Annual Economic Development plan -Budget management -Staffing and development • FBID Governance and Operations • Oversee Business Assistant Center • Fruitvale Proving Ground projects generate revenue Public and Marketing Communications • Marketing Strategy, Plan Ongoing campaign, events, • Increase Recognition of value and contributions of Fruitvale Businesses • Program Strategy & Design Guidelines • Develop online educational capacity • Future of technology & SMEs • Oversee development of major new programs • CRE Ownership • Business lifecycle & succession • Business models of the Future Oversee Business Education • Design and Support Business Portal • Track Business Outcomes • Develop Impact Feedback & Reporting Qualitative & Data Based Evaluation • Identify strategic outcomes on economic, social, public levels • Access to Capital readiness & use for FV District Businesses • Improve Business • Preservation of Business Local Ownership Improve Commercial Viability Fruitvale Make Business Case Module 01 Module 02 Module 03 Module 04 Module 05

Program Priority #5: TUC Economic Development Organization (Iterate)

Assumptions: Economic stimulus from Federal level is not adequate. PPE loan approvals to PPE loans

remains low. In October 2020 survey, 14% of respondents qualified and received PPE loans

Upskilling Education

• Adaptation to digital evolution for businesses

• Closing digital divide: employees, local customers

• Design business portal for immediate visibility of FV businesses

• Engage and survey business revenue recovery and redesign efforts and track recovery indicators

Business life cycle, succession planning

• CRE Ownership

• Design and Manage Business Assistance Center services for entrepreneurs in

Business

Creative/Arts

Cultural preservation

• Future of Work programming

Re-imagine CoDesign of programming

• Reflect Data insights

• Full Business Life cycle programming

• CRE ownership program launched

• Business Assistance Center Serving 100’s of businesses

Implement program re-design

• CRE Ownership training program delivered

• FV Businesses closing digital divide

• Higher diversity of industries & products

• Data insights reflect successes

Supporting Business Owners want to remain in Fruitvale and purchase CRE

• Arts/Cultural entrepreneurs sustaining livelihoods

• Business Assistance Center embedded in community and serving thousands of businesses in person or remotely

• Business quality internet access available to all businesses

by The CraneWorks Ventura Partners,

Prepared

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