April 25, 2024 - Economic Development Update
CITY COUNCIL INFORMATIONAL MEMORANDUM
Date: April 25, 2024
To: Cupertino City Council
From: Pamela Wu, City Manager
Re: Economic Development Update
Background
On April 3, Council directed staff to prepare an informational memo outlining the
ongoing efforts of the Economic Development Manager. Specifically, Council is
interested in learning about programs in place to support local businesses in Cupertino
and along key commercial corridors.
In the wake of the COVID-19 pandemic, businesses have undergone significant
transformations. The retail sector, in particular, is still evolving after taking a major hit
due to the shutdowns and the growth of online shopping. These factors prompted the
Economic Development Manager, in conjunction with other departments, to embark on
several initiatives aimed at fostering small business and retail revitalization within
Cupertino.
Serving as the conduit between city government and the private sector, Economic
Development plays a crucial role in understanding the needs of our local businesses and
tailoring programs to support them. Based on outreach conducted, the top needs often
highlighted by businesses include marketing, technical assistance, and permit support.
Below is a detailed overview of the City’s efforts to tackle these needs categorized by
outreach, programs, and partnerships.
Local Business Outreach & Engagement
Through strategic avenues such as personalized business visits, informative newsletters,
and interactive online business maps, Economic Development creates robust platforms
to provide exposure to businesses, and offer an opportunity for them to collaborate,
share insights, and access essential resources. Some notable business engagements
include Sun Design Center, WOW! Tea, Wei’s Fish, Mirapath, and House of Miracles.
Furthermore, Economic Development leverages networks within the commercial real
estate industry to bolster recruitment and fill vacancies along key commercial corridors.
Below are a few examples of programs that promote outreach and engagement:
• Cupertino Business Outreach Program
• Economic Development E-Newsletter
• Online Searchable Business Map
• Promote events such as National Small Business Week and Small Business
Saturday to remind our community to shop local.
• Attend networking events to stay apprised of the latest trends in the retail
industry such as the International Conference of Shopping Center.
Business Assistance Programs & Events
To further support the startup and growth of local businesses in Cupertino, the
Economic Development Manager connects businesses to a broad portfolio of technical
assistance programs. These programs are typically facilitated through workshops and
webinars. Additionally, the Economic Development Manager facilitates events to foster
networking and collaboration among local business owners, aiming to equip them with
the knowledge, resources, and connections vital for their growth and prosperity. Below
is an overview of recent and upcoming business assistance programs and events:
• ADA Webinar
• Retail Theft Prevention Webinar
• Small Business Workshop Series
• Commercial Real Estate Broker Breakfast
• Professional Women’s Luncheon
• Green Rebates Workshop
Working with City Departments and Outside Partners
Partnerships are integral to the City’s economic development efforts and facilitate
collaboration, efficiency, and resource optimization. This includes inter-departmental
collaboration in areas like permit facilitation, ensuring local businesses can navigate the
regulatory processes smoothly. Notably, local businesses along key commercial
corridors like Shane Company, Di Vittorio Enterprises, Toby’s Boardgame, 76 Gas
Station, and Apple have benefited from shorter review cycles, expedited plan reviews,
and faster permit issuance due to this collaborative approach. Additionally, partnerships
with outside organizations enable staff to offer robust programs and services to local
businesses in need of additional assistance and resources. There are a variety of
partnerships listed below which support the City’s economic development initiatives.
• Inter-Departmental Collaboration and Permit Facilitation
• Cupertino Chamber of Commerce
• Cupertino Business Connect Platform
• Applied Development Economics Market Study
• Native Digital Strategic Communication Support
As outlined above, the Economic Development Manager, working hand-in-hand with
internal and external partners, offers an extensive range of support to foster business
revitalization along key commercial corridors and citywide.
Looking ahead, Economic Development will continue to engage with the business
community by introducing new outreach, programs, and partnerships. To further boost
retail recruitment and tackle ground-floor vacancies, the City’s future efforts could focus
along major commercial corridors, including the “Heart of the City” area, where most of
the City’s shopping centers are located. These proactive approaches will be vital as local
businesses continue to adapt to today’s dynamic economic environment.
_____________________________________
Prepared by: Daniel Degu, Economic Development Manager
Reviewed by: Tina Kapoor, Deputy City Manager
Matt Morley, Assistant City Manager
Approved for Submission by: Pamela Wu, City Manager
Attachments: None