Loading...
CC - 08-05-09 - SpecialMinutes of the SPECIAL CITY COUNCIL MEETING August 5, 2009 The special meeting of the Rosemead City Council was called to order by Mayor Clark at 5:15 p.m. in the Rosemead City Hall Conference Room located at 8838 East Valley Boulevard, Rosemead, California. ROLL CALL OF OFFICERS PRESENT: Mayor Clark, Mayor Pro Tern Taylor, Council Members Armenta, Ly Council Member Low was not present during roll call. OFFICERS ABSENT: None OFFICIALS PRESENT: City Manager Allred, Assistant City Manager Hawkesworth, Community Development Director Saeki, Director of Parks & Recreation Montgomery-Scott, Director of Finance, Director of Public Works Marcarello, Public Information Manager Flores, and City Clerk Molleda PUBLIC COMMENT 2. STRATEGIC WORKSHOP The City Council will review and discuss research data on community perceptions of Rosemead. This information will be instrumental in the development of a strategic plan for the City over the next several months. City Manager Allred introduced Christine Harper, president of Brand Endeavor, who has worked with private and public agencies. City Manager Allred explained the workshop was about obtaining perceptions of the community and help council formulate a strategic plan and develop a guided effort for council, commissions, and staff for the calendar years 2010 and 2011. This will enable everyone to be on the same page in addressing critical challenges and opportunities faced in the community. Mayor Clark announced that Council Member Low had arrived and joined the meeting at 5:16 p.m. City Manager Allred explained the six step process, which included an initial workshop to review the survey data of perceptions within the city. Second, to conduct a one half day workshop in September and conduct a SWOT Analysis which stands for Strengths, Weaknesses, Opportunities and Threats. Third, a second one half day workshop in October to discuss the mission, vision, and core values statements. Fourth, council would review a rough draft at a regular meeting in November. Fifth, the draft strategic plan document would be forwarded to the commissions and committee members to get their input and feedback. And sixth, in December or January the council can then adopt a strategic plan for the next calendar years which would provide the strategy and direction for council, commissions, and staff. Rosemead City Council Special Meeting Minutes of August 5, 2009 Page I of 3 Christine Harper presented to Council the methodology of the survey taken, the fundamentals of branding, and the overall perception of the City of Rosemead. First, Ms. Harper explained that surveys are needed to send a clear message that the community can support and rally behind. The methodology is being formed for the basis of a strategic plan, where community perceptions can be understood and development of an action plan can be delivered on its promise and communication. Residents, business owners and educators were interviewed in order to draft the survey; an online survey was then drafted and presented to the "core team" made up of staff over seeing the project. The online survey included adults who lived and worked in the City of Rosemead, as well as, surrounding areas. The mailings of the survey also took place in four primary languages, English, Chinese, Vietnamese, and Spanish. There were a total of 722 people who completed interviews, which consisted of 343 Chinese, 184 Caucasian, 159 Latino and 36 others. Mayor Clark asked if the online panels were dealt through email and how they got recruited. Christine Harper explained that the targeted people in the panel had signed up to take part in a research survey that met certain criteria and got an email inviting them to participate. It is a business model where companies recruit people to sign up and if you take a survey you get certain amount of points and you can redeem them somewhere. Ms. Harper continued with her presentation and explained the concept of branding in which an organization makes a promise to its stakeholders. There are three components to a brand promise that is emotional, undifferentiating and needs to be relevant and meaningful to stakeholders. Juan Nunez asked if the survey was based on why other cities such as Pasadena are more desirable to live in than Rosemead. Mayor Clark asked if the opinions shown on the presentation were from Rosemead residents. Ms. Harper responded yes, Rosemead residents represent the red bars on the presentation and the orange bars represent people neighboring Rosemead. Ms. Harper proceeded by stating that Rosemead was being perceived as a convenient and affordable small town, however not unique in anyway. Juan Nunez - expressed his pride in living in Rosemead for many years. Ms. Harper stated that Rosemead residents perceived the city as a good place to live, safe, and as a long term place to live in. Also, commented on possible ways to view Rosemead, as an aspiring small town, diverse, and traditional, a feeling of true neighborhood. City Manager Allred clarified that the Strategic Plan would help as a foundation for planning zoning issues or the General Plan. It has implications for public safety and the city's law enforcement services. It could impact plans for public safety services, as well as, Parks and Recreation, Public Works infrastructure, it has implications on how the City may concentrate on capital improvement programs. This will get everyone on the same page in addressing critical challenges facing the community. Council Member Ly stated that the plan is using an existing road map which is perception of Rosemead as a small town and how the City can build on that idea to improve services. Rosemead City Council Special Meeting Minutes of August 5, 2009 Page 2 of 3 City Manager Allred reiterated on the six step process and stated that by identifying key strategic objectives goals may be set for each department. Council Member Armenta stated it was important that everyone was on the same page and departments know why they are here and what direction to go. Council Member Ly requested that any future meetings be held in the City Hall Chamber for better access for residents who wish to view a meeting online and asked that school districts in the city be invited to the workshops. City Manager Allred stated that Ms. Harper had contacted the school districts. Mayor Clark asked if the Commissions should be invited to the workshops. City Manager Allred stated that commission and committee members have the best interest in the community in hand; however, council has a judiciary responsibility as elected officials, therefore the workshop should include council first. 3. ADJOURNMENT The meeting adjourned at 6:30 p.m. The next regular City Council meeting is scheduled to take place on August 11, 2009 at 7:00 p.m. Margaret C rk Mayor ATTEST: Gloria Molleda City Clerk Rosemead City Council Special Meeting Minutes of August 5, 2009 Page 3 of 3 STATE OF CALIFORNIA ) COUNTY OF LOS ANGELES ) SS. CITY OF ROSEMEAD 1 I, Gloria Molleda, City Clerk for the City of Rosemead, do hereby certify that the minutes of the special meeting, of August 5, 2009 was duly and regularly approved by the Rosemead City Council on the 25th of August 2009, by the following vote to wit: Yes: Armenta, Clark, Low, Ly, Taylor No: None Abstain: None Absent: None Gloria Molleda City Clerk