The Fullerton City Council unanimously voted to direct city staff to issue a request for proposals for an economic development strategic plan, following a detailed presentation that highlighted four years of city efforts without a formal plan.

During the meeting, Economic Development Director Sunayana Thomas explained the city’s economic development initiatives, framing them around three key pillars: real estate, business development, and workforce development. She traced these efforts back to the era of the Redevelopment Agency, which facilitated significant land acquisition, and continued through the post-dissolution period from 2012 to 2022, when downtown investment persisted despite limited resources.

Thomas emphasized that economic development often involves patience and long-term strategy, stating, “Approval is not the same as delivery.” She pointed out historical proposals that stalled, including a mixed-use hotel and retail project known as “Fox Block 1.0” and solicitations concerning Amerige Court. Market conditions, interest rates, construction costs, and the availability of developers were cited as critical factors influencing project completion.

Key achievements included signing three commercial leases, renegotiating cell tower agreements, completing two land dispositions, and acquiring 127 Chapman Avenue using funds from a prior Redevelopment Agency deal. Furthermore, staff reported on a citywide retail study, outreach to approximately 175 businesses this year, and the soft launch of a local gift card program that amassed nearly $15,000 in purchases.

Highlighting permitting reform as a significant breakthrough, Thomas noted that the city upgraded its processes to a fully digital system beginning in 2022, achieving a 93% on-time performance rate and a turnaround time of nine to ten days for plan checks. However, she cautioned that budget constraints could affect some improvements.

Economic Development Manager James Wurtz said that the city has an estimated annual retail demand of $1.7 to $2 billion, with a population nearing 140,000 and an average household income of $143,000. Current recruitment efforts are concentrated on dining and experiential retail, as well as repurposing large vacant spaces like the former Stater Brothers and Amazon sites. Wertz described the challenges of site matching, comparing it to solving a Rubik’s Cube, as the sizes and types of retail spaces rarely align with prospective tenants such as H Mart and Trader Joe’s.

Public comments reflected a sense of urgency. One speaker criticized the Council for discussing the economic development plan after budget adoption, highlighting the need to increase the city’s revenue to address community concerns. Another noted that the budget cuts had diminished staff capacity to implement necessary initiatives.

Council members discussed various topics, including the industrial sector, point-of-sale opportunities, healthcare developments such as a potential CHOC clinic, and the long-term vacancy of locations like the 3 Day Suit Broker building. They also emphasized the need for effective city branding to attract visitors from neighboring Disneyland and Knott’s Berry Farm. The motion to advance the economic development plan passed with unanimous support from all five council members.