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CITY CLERK
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AGENDA STATEMENT
CITY COUNCIL MEETING DATE: March 3, 2009
SUBJECT:
ATTACHMENTS:
RECOMMENDATION:
FINANCIAL STATEMENT:
Follow up to City Council Strategic Plan Workshop
Report Prepared by: Joni Pattillo, City Manager '
1. Notes from Workshop Facilitator January 31, 2009.
That the City Council review and approve the proposed revisions to
the City's Mission, Vision, and Values as well as to the 10-year
Strategic Plan.
None at this time.
DESCRIPTION: On Saturday, January 31, 2009, the Dublin City Council held a
Strategic Plan Workshop to review the City's Mission, Vision, and Values as well as the City's 10-year
Strategic Plan. This report will be afollow-up to City Council direction at that meeting.
The City Council reviewed the City's Mission, Vision and Values and suggested revisions/additions. The
following will outline the proposed revisions/additions:
Mission
Current Mission Statement:
The City of Dublin promotes and supports a high quality of life that ensures a safe and secure environment,
fosters new opportunities and provides responsive fair treatment to our diverse community.
Proposed Mission Statement Revision:
The City of Dublin promotes and supports a high quality of life that ensures a safe and secure environment
and fosters new opportunities.
"The City of Dublin promotes and supports a high quality of life that ensures a safe and secure
environment and fosters new opportunities."
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Vision
Current City Vision Statement:
"Dublin is a vibrant city committed to its citizens, natural resources, and cultural heritage. As Dublin
grows, it will balance history with progress, to sustain an enlightened, economically balanced and diverse
community.
Dublin, with its distinctive place in the region, highlights culture, diversity and civic stewardship to create a
broad mosaic. This mosaic is enriched by the integrating of cultures, races and economic diversity into
villages and neighborhoods - forming a common network that welcomes both residents and businesses
alike; support the efforts and achievements of all."
Proposed Vision Statement Revision:
The City Council felt that the first paragraph should remain the same, but requested that Staff rework
the second paragraph to include the following themes: Economic vitality, Progressive workforce,
Sustainability, Environmental stewardship (green), Unified identity with the City (not East/West),
Engaged and educated community, Recreational opportunities that promote.an active, healthy lifestyle
and an aesthetically beautiful community, preserving natural surroundings.
The Revised Vision Statement is as follows:
"Dublin is a vibrant city committed to its citizens, natural resources, and cultural heritage. As
Dublin grows, it will balance history with progress, to sustain an enlightened, economically
balanced and diverse community.
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Proposed Second Paragraph Revisions
Proposal 1: Dublin is a beautiful city with engaged and unified citizens. Dublin encourages
economic vitality, sustainability and environmental stewardship to support an innovative,
strong, active and healthy community.
Proposal 2: Dublin supports an active and healthy community through the preservation of
natural surroundings and the development of first-class recreational facilities. Dublin is a
community that is fiscally and environmentally sustainable. Dublin is a unified community
with engaged and educated residents.
Proposal 3: Dublin is unified in its belief that an engaged and educated citizenry encourages
innovation in all aspects of community life,. including programs to strengthen its economic
vitality, support environmental stewardship and sustainability through the preservation of
our natural surroundings, and promote an active and healthy lifestyle through the creation of
first-class recreational opportunities, facilities and programs.
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Values
Current City's Values:
Our Values in Building Community
• Promote locations and events that bring people of all ages together.
• Provide more venues for family-based activities.
• Foster heritage and cultural development.
Our Values in Insuring a Safe Community
• Provide high quality police and fire services to insure the safety of the citizens living in the
community.
• Provide education and training to residents and businesses that would promote public safety.
Our Values in Guiding Development
• Assure that development contributes positively to the City's fiscal health.
• Support pedestrian-friendly development, transit-oriented development, green building and
environmental responsiveness.
• Respect our neighborhoods-their identity, image, and aspirations.
• Believe that no part of the community is better than another.
• Promote high quality design and architectural standards in development.
Our Values in Governing
• Be open to the public and community.
• Operate at all times with honesty and integrity.
• Exercise fairness in consideration of issues-we listen to all sides; we respect every opinion; and we treat
all individuals with dignity. Provide a high level of customer service and responsiveness from City staff t•
citizens.
• Strive to build an informed community through communication.
• Encourage cooperation with other communities on issues of mutual concern.
Our Values in Relating to Other Communities and Entities
• Respect the right of each individual community and entity to determine its own destiny.
• Cooperate with other communities and entities, but do not interfere.
• Acknowledge that we will not direct the work of another elected body.
Values Statement Revisions:
Our Values in Building Community
• Promote locations and events that bring people of all ages together.
• Provide more venues for family-based activities.
• Foster heritage and cultural development.
Our Values in Insuring a Safe Community
• Provide high quality police and fire services to insure the safety of the citizens living in the
community.
• Provide education and training to residents and businesses that would promote public safety.
3
Our Values in Guiding Development
• Assure that development contributes positively to the City's fiscal health.
• Support pedestrian-friendly development, transit-oriented development, green building and
environmental responsiveness.
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• Promote high quality design and architectural standards in development.
Our Values in Governing
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• Commit to openness and responsiveness to the public and community.
• Operate at all times with honesty and integrity.
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• Exercise fairness in consideration of issues.-~.~~t~ to 'z~~ ~~~~' ~o~=~':~'°c ~=~~'
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• Provide a high level of customer service and responsiveness from City staff to citizens.
• Embrace technology to improve effectiveness and efficiency.
• Strive to build an informed community through communication.
Our Values in Relating to Other Communities and Entities
• Encourage collaboration and communication with other communities on issues of mutual concern.
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10-Year Strategic Plan
The City's 10-year Strategic Plan was also reviewed by the City Council. The six Current Strategies that
make up the foundation of the Strategic Plan are:
1. Establish villages within the City.
2. Facilitate and encourage continued investment in Downtown Dublin.
3. Develop a transportation system that facilitates ease of movement throughout the City.
4. Create an open space network that ensures environmental protection and provides public access
where appropriate.
5. Continue to develop a community that provides a balance of jobs, housing and services in a
fiscally sound manner.
6. Develop dynamic community facilities that provide unique recreational and cultural experiences
in the region.
During the workshop, the City Council decided to remove the Village Strategy (Strategy 1) and incorporate
Strategy # 4 (Open Space Network) into a larger Sustainability strategy.
The following chart presents the existing Strategies and the proposed Strategies side-by-side for City
Council consideration.
~ ~
Strategy Current Strategies Strategy Proposed Strategies
Number Number
1. Establish villa es within the Cit DELETED
2. Facilitate and encourage continue 1. Continue to strengthen the identity and
investment in Downtown Dublin. aesthetic appeal of the Downtown.
3. Develop a transportation system tha 2. Develop a transportation system that
facilitates ease of movement throughou facilitates ease of movement throughout
the City. the City.
4. Create an open space network tha 3. Create a community that supports
ensures environmental protection an environmental sustainability and provides
provides public access wher an open space network that ensures
appropriate. environmental protection and provides
public access where appropriate.
5. Continue to develop a community tha 4. Continue to develop a community that
provides a balance of jobs, housing an provides jobs, housing and services in a
services in a fiscally sound manner. fiscally sound manner.
6. Develop dynamic community facilitie 5. Develop dynamic community recreationa
that provide unique recreational an and cultural opportunities in the Region
cultural experiences in the region.
6. Develop a Citywide Communication
program that provides two-way
communication with our residents and
businesses across several media
platforms.
RECOMMENDATION: That the City Council review and approve the proposed revisions to
the City's Mission, Vision and Values as well as to the 10-year Strategic Plan.
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City of Dublin Strategic Plan
Library Community Room
January 31, 2009
Session Summary
Action Items and Decisions
Next steps:
^ Review strategies every 3 months.
^ Schedule next strategy review in March to review updated goals and course
corrections.
^ Staff will wordsmith draft of revised Mission/Vision/Values and Strategies.
^ Staff will come back with some recommended goal revisions and goals for
new strategies.
^ Clarify roles of Commissions.
^ Share financial picture -first with commissions, then with general public.
^ League of Cities will partner with the Chamber for a presentation on the
housing market - to beheld in April.
^ Define how we can use technology to enhance communication between and
among the Council and the City Manager. We don't always need to meet.
Final Strategies (in no particular order). Note that new strategies #3 and #4
need wordsmithing to put them into action language:
1. Continue to strengthen the identity and aesthetic appeal of the Downtown.
2. Develop a transportation system that facilitates ease of movement throughout the
City.
3. Sustainability/Green, open space network (fold in previous strategy #4)
4. Communication, e.g.,:
^ New ways to listen to residents
^ Tell our economic development story
^ Share information with residents via several media
^ Website enhancements
^ "Push" technologies for outreach
5. Develop dynamic community recreational and cultural opportunities in the
Region.
6. Continue to develop a community that provides jobs, housing and services in a
fiscally sound manner.
Additional Strategy Notes:
Eliminate previous strategy #1 -Villages. Think in terms of "sustainable
neighborhoods."
City of Dublin Strategic Plan Summary -Jan. 31, 2009
Sherry L. Lund Associates, Portola Valley, CA (650) 854-0540
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Mission Statement
Mission statements should: 1) reflect why you exist; 2) sound specific to Dublin (not be
generic to any city anywhere).
Mission Statement Revision:
"The City of Dublin promotes and supports a high quality of life that ensures a safe
and secure environment and fosters new opportunities."
Vision Statement
Vision statements should: 1) communicate your ideal future; 2) be aspirational (but not
science fiction!).
Vision Statement Revision:
(First paragraph remains the same): Dublin is a vibrant city committed to its
citizens, natural resources and cultural heritage. As Dublin grows, it will balance
history with progress to sustain an enlightened, economically balanced, and diverse
community.
(Second paragraph should be wordsmithed to incorporate the following items. These
are listed in no particular order):
^ Economic vitality
^ Progressive workforce
^ Sustainability
^ Environmental stewardship (green)
^ Unified identity with the City (not East/West)
^ Engaged and educated community
^ Recreational opportunities that promote an active, healthy lifestyle
^ An aesthetically beautiful community, preserving natural surroundings
Values Statement
Values statements should: 1) reflect your core belief system; and 2) state your intent
about how you interact inside and outside the organization as you go about fulfilling your
mission and vision.
Values Statement Revisions:
Our Values in Building Community
^ Promote locations and events that bring people of all ages together.
^ Provide more venues for family-based activities.
^ Foster heritage and cultural development.
Our Values in Insuring a Safe Community
^ Provide high quality police and fire services to insure the safety of the
citizens living in the community.
^ Provide education and training to residents and businesses that would
promote public safety.
City of Dublin Strategic Plan Summary -Jan. 31, 2009 Page 2
Sherry L. Lund Associates, Portola Valley, CA (650) 854-0540
J~ ~S
Our Values in Guiding Development
^ Assure that development contributes positively to the City's fiscal health.
^ Support pedestrian-friendly development, transit-oriented development,
green building and environmental responsiveness.
^ Promote high quality design and architectural standards in development.
Our Values in Governing
^ Commit to openness and responsiveness to the public and community.
^ Operate at all times with honesty and integrity.
^ Exercise fairness in consideration of issues.
^ Provide a high level of customer service.
^ Embrace technology to improve effectiveness and efficiency
^ Strive to build an informed community through communication.
Our Values in Relating to Other Communities and Entities
^ Encourage collaboration and communication with other communities on
issues of mutual concern.
SWOT Analysis
Stren gths
^ Committed City staff
^ New and growing City
^ Economic and housing opportunities
^ Financially solvent
^ Location
^ Economic diversity
^ Schools
^ Public safety
^ Supportive and knowledgeable public
^ Parks and public facilities
^ Good history, good leadership
^ Still able to build parks and facilities
^ Public trust in leadership of City
^ Access to transit - 2 BART stations
^ Good infrastructure
^ Have preserved open space
^ Good master plan
^ Excellent recreation programs
^ Diverse housing stock
^ Cultural diversity
Weaknesses
^ Economy and housing
^ Loss of tax revenue
^ Evolving from years of County government into young City
^ Business vacancies
City of Dublin Strategic Plan Summary -Jan. 31, 2009 Page 3
Sherry L. Lund Associates, Portola Valley, CA (650) 854-0540
~~,3
^ Layout of City -limited E/W corridor/access
^ Multiple property owners/leases/agendas downtown
^ Traffic congestion
^ Downtown revitalization
^ Landowner willingness everywhere
^ Still a lot to do -lots going on -not at "maintenance" yet
^ Still need to upgrade our image as a City
^ Expanding our employer base
^ Parking -over and under
Opportunities
^ Still in growing mode -not maintenance
^ Improve community pride
^ Expand employer base -attract new business owners
^ Space -both infill and new construction
^ Preserve space too
^ Camp Parks -pivotal opportunity
^ Diverse housing stock to offer employers
^ Cultural diversity and programming
^ Areas of overparking -especially downtown
^ Biotech and medical employers -not just high tech
^ Partnerships with Las Positas
^ Development of partnerships
Threats
^ Economic downturn
^ Overcrowded freeways, esp. 580
^ Not enough mass transit and corridors
^ Water and sewer capacity and flood control
^ Imbalance in development as we near the end
^ Reduced funding to schools -impacts overall image of City
^ State finances
^ Competition -amount of companies is finite
^ Impact fees -cost to business is high
^ Unknowns
City of Dublin Strategic Plan Summary -Jan. 31, 2009 Page 4
Sherry L. Lund Associates, Portola Valley, CA (650) 854-0540