Carlsbad staff seek subcommittee recommendation to council for economic development actions, signage pilot and digital hub

City economic development staff asked a Carlsbad subcommittee to recommend a set of strategic actions and modest budget requests for fiscal year 2025–26 that would expand small‑business support, workforce development and placemaking.

"The small business liaison provides 1 on 1 support to help businesses navigate city processes, including permitting, zoning, workforce resources, signage regulations, and compliance with other city ordinances," said Rachel Mault, senior program manager and small business liaison for the City of Carlsbad, describing the liaison program and a newly launched digital resource hub designed to give businesses market data, supplier maps and a "shop local" directory.

Staff described 15 proposed actions across four pillars in the adopted Economic Development Strategic Plan (small business support, workforce and talent attraction, key industry support, and placemaking/engagement). Two items staff said would require requested budget allocations during the normal budget process were a pilot signage improvement program (staff asked for $25,000) and a package of items with a combined budget request the presentation described as $60,000 for the fiscal year.

Rachel Mault said the city is working with UC San Diego's i4x program to research storefront and signage programs used by 13 California cities; students will deliver recommendations in late May. Matt (economic development staff) said staff believe a targeted signage pilot would be the "best bang for the buck" as an early, cost‑effective way to support downtown businesses while staff develop a fuller storefront improvement framework.

Representatives of local business organizations offered updates: Brett Schanzenbach, president and CEO of the Carlsbad Chamber of Commerce, described a new Future CEO program for middle‑school students; Christine Davis, executive director of the Carlsbad Village Association, discussed a potential signage/facade approach and reported mixed results from a small‑business survey; and Kim Sidorak, president and CEO of Visit Carlsbad, reported modest hotel performance growth in 2024 and described destination marketing and an autism‑friendly certification effort.

After staff presentation and questions about coordination with the communications team and program details, a council member moved and a second was recorded (names not given in the transcript). The subcommittee voted unanimously to forward staff's recommended actions to the full City Council for inclusion in the 2025–26 budget process. The vote was recorded in the meeting as "passes unanimously; all of the committee members voted for."

Staff said they will return with greater detail, a proposed eligibility framework and a proposed implementation plan for any pilot programs if the full council approves budget allocations during the city budget process.