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Tustin economic development staff outline business outreach, data tools and 'concierge' program
Summary
Deputy Economic Development Director Valentin Flores and analyst Micah described a business outreach program (visitation/touchpoints), use of data tools (Placer AI/CityScope), a Business Spotlight communications program, a concierge service to assist businesses with city processes, and Old Town-focused initiatives including parklets and brewery development concepts.
Tustin’s economic development team presented an overview of initiatives aimed at strengthening local businesses, increasing engagement and improving city communications.
Deputy Director Valentin Flores said the division’s two early goals were building a strong team and launching programs, and he introduced analyst Micah to describe specific tools and outreach. Micah said the team aims to visit about 20% of Tustin’s businesses within 18 months (roughly 800 touchpoints) and already completed about 350 visits focused largely in Old Town. The division uses Monday.com to track visits and Placer AI (branded in the presentation as CityScope) to analyze customer flows and trade areas for businesses.
Micah highlighted examples: Tustin Buick GMC used location and timing data to identify prime advertising windows; a multi-location business used the tool to see customer overlap between branches; and a small Old Town studio used prior/post analysis to identify where customers go after a visit and adjusted operations to retain more traffic.
Valentin outlined a concierge program described as a ‘‘white glove’’ service to shepherd businesses through permits and interdepartmental processes, and described communications work including a Business Spotlight initiative and social-media campaigns for Old Town projects. The team also previewed an Old Town parklet program (70 parklets proposed as outdoor seating extensions for restaurants) and a brewery 2.0 container development concept as targeted efforts to activate vacant properties and boost vibrancy.
Commissioners asked about metrics and staffing; staff said the first year emphasized relationship-building and data adoption rather than strict KPIs, and that the small team will scale up. The presentation also noted economic development will absorb communications duties previously handled elsewhere in the organization.
Why it matters: the programs reflect a push to connect the city more effectively with small businesses, use mobility and foot-traffic data to inform outreach, and provide dedicated support for permitting and communications. Staff said these actions are intended to help small businesses navigate city processes and to make Old Town more attractive to customers.
Next steps: staff will continue the visitation program, refine communications and deploy pilot programs such as the parklets and Business Spotlight features.
