Fruitvale Economic Resiliency Plan

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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

2

METHODOLOGY

PermacultureApproachto Outcomes

Program as a Whole

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

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

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

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

Prepared by The CraneWorks &
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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

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& Ventura Partners, 09/28/2020 5
Raise
Crime • Customers
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

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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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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

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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

Prepared by The CraneWorks & Ventura Partners, 09/28/2020 13
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

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