Vista leaders, partners outline strategy to boost jobs, fill business‑park vacancies

Vista City Council members and regional economic‑development partners on Tuesday reviewed the city’s economic development strategy, with presenters emphasizing job retention, youth hiring, targeted marketing for vacant industrial space and a new online hub for local businesses.

The update centered on the 2021 Vista Economic Development Strategy (VEDS) and programs the city and partners plan to use through 2027 to support small businesses, attract traded‑sector employers and expand workforce pathways. Economic Development Director Larry Vapoppel summarized city efforts and outcomes and introduced partner presentations from the San Diego North Economic Development Council, Connect and the San Diego Workforce Partnership.

Why the update matters: Council members raised concern about an elevated vacancy rate in the Vista Business Park and urged action to keep employers and jobs in the city. City staff and partners framed retention of existing businesses as the primary generator of new jobs while describing programs meant to connect youth, justice‑impacted residents and veterans to employment.

San Diego North EDC executive director Eric Bruvold said the organization focuses on marketing, retention and workforce connection. "Ninety percent of job growth in any region comes from existing businesses," he said, describing outreach, targeted social media and a "why North County" campaign that has included promotion of Vista businesses and events. Bruvold said the EDC has worked with five Vista companies since the city fiscal year began, representing about 9,800 workers combined, and highlighted SoCal, a student career awareness platform that lists 56 occupations and includes nine Vista companies.

Kate Kelly of Connect described work to bring capital and mentorship to life‑science and technology firms across North County and said Connect channels investor introductions and programming through Innovate 78. Kelly highlighted a local example, Cubeitex, which she said expanded after participating in Connect programs and later was acquired following investment that doubled its headcount.

Kalita Atta, chief operating officer of the San Diego Workforce Partnership, outlined the workforce board’s role and resources, noting the organization is "federally mandated by the Workforce Innovation and Opportunity Act, WIOA," and described service lines for youth, adults and employers. Atta said the workforce partnership serves tens of thousands of residents regionwide, runs apprenticeship readiness efforts in North County, and recently received grants from the California Workforce Development Board to expand reentry services.

Vapoppel reviewed city programs funded partly with federal ARPA dollars, including fee waivers for sit‑down restaurants, a Vista Bucks local spending program and façade improvement grants. He told the council Vista has "almost 13,000,000 square feet of industrial" space and that the industrial vacancy rate recently rose to 8.8 percent after two large tenants consolidated and vacated space.

On next steps, Vapoppel said the city will launch a free online Vista Business Hub in July 2025 to offer training, peer networking and one‑on‑one technical assistance. The hub, budgeted at about $46,000 for its first year, is intended to serve entrepreneurs at the earliest stages (described by staff as "infants and toddlers") as well as established firms; the platform will be available in English and Spanish.

Council members asked for more focus on neighborhood commercial corridors as well as the business park. Several members urged exploration of targeted incentives for sales‑tax‑generating tenants to fill large available industrial spaces; Mayor Franklin asked staff to return with options. Council members also pressed for improved outreach to Spanish‑speaking small business owners and recommended expanding digital and broker outreach to connect landlords and prospective occupants.

Partners and staff reiterated that most job growth comes from existing local firms and that the city’s business‑friendly permitting, relationship with brokers and regional collaborations like Innovate 78 are tools for recruitment. No formal motions or votes were conducted at the workshop; presenters said follow‑up items and program launches will return to staff work plans and future meetings.

The meeting included a brief proclamation recognizing North County Ford and a public comment period with no speakers. Council members said they would monitor the business‑park vacancy trend and evaluate potential incentive options and further workforce collaboration with the Workforce Partnership and Connect.