-Visioning Program For 2020-
Chapter 3
MY MONEY: HOW WE GET IT, HOW WE SPEND IT

Many feel that West Covina has developed a dynamic local business community and there is a strong desire to build upon that strong foundation. Given this success, however, many still voiced concerns. First, they expressed a need to develop a more diverse economic base to ensure the long-term sustainability of city revenues. Second, many residents feel more should be done to attract the kinds of retailers that they now travel outside of West Covina to meet their needs. Third, future economic development and redevelopment activities should be designed to avoid negative impacts on the residential life of nearby neighborhoods.

Economic Development
A vigorous, pro-active campaign is required on the part of the City to attract new businesses and retain existing ones to ensure the viability of the city's revenue stream. Excellent working relationships are needed between the City and the business community. Some felt that the City had in the past unintentionally scared away some businesses and that a more pro-business stance was required. They also felt it was important to build stronger partnerships among all the local chambers of commerce - such as the Filipino, Hispanic, Chinese and Japanese chambers as well as community organizations like the NAACP - to develop a community-wide economic development strategy that would build upon the vitality of an increasingly diverse business community. It was suggested that the City greatly expand its economic development activities and lead and coordinate all such efforts in partnership with the various local chambers of commerce.

Creating a Self-Sufficient Economy and Community
Many believe that business attraction and retention activities as well as workforce development should be guided by the overarching goal of enabling West Covina to become a more self-sufficient city, one that enables all its residents to meet their economic, social, and cultural needs entirely within its boundaries. Although West Covina is a leading retail destination for people throughout the eastern San Gabriel Valley, many residents still travel outside of the city to meet some of their major retail needs. Many stated there was a need for a major supermarket at Amar and Azusa. Others stated they now travel outside of the city for hardware, garden supplies, trendy retail outlets, and gourmet food stores. They also expressed a desire for more high-end restaurants, nightclubs, and other cultural and entertainment facilities to make West Covina a more interesting place to live.

It was suggested that the City conduct a market study to determine what new businesses are needed and what gaps might now exist. Such a study would be the first part of a new business development strategy designed to upgrade all commercial areas to reflect a new merchandising mix in tune with modern trends and the current needs of all residents. Given that retail sales tax, as a revenue source is essential to maintain the quality of all city services and its infrastructure, the city should research how tax breaks and other incentives could be used to attract major retail sales tax generators. To the extent that city residents and workers are able to spend more of their dollars within city boundaries, this will further reinforce the local economy, generating additional sales tax revenue.

Economic Development and the Neighborhoods
Most recognize that economic development is essential for the revenue required by city services that underlie the quality of life enjoyed in the neighborhoods. It is critical, however, that this economic development be compatible with, and not detract from, the very thing that West Covinans value the most - their residential neighborhoods. For this reason, redevelopment should emphasize the quality of residential development and not be driven purely by economic concerns. Buffer walls between auto dealerships and residential areas are just one example of the kinds of strategies that need to be taken to avoid unnecessary tensions between the city's economic needs and those of its neighborhoods.

Redevelopment
Many expressed concern about what was being done to address vacant stores and underutilized land in need of upgrade or revitalization. At the same time, however, they wanted all redevelopment activities to proceed as part of an overall master plan for the city rather than on a project-by-project basis. It is believed that projects developed within the context of a long term, well-thought out plan will add more value to the community by providing a better mix and synergy of land uses and improved transportation circulation more compatible with nearby neighborhoods.

The BKK Landfill was the redevelopment site of primary interest. Some expressed concerns about when, or if, the problems associated with this site would ever be resolved. The more optimistic offered a variety of suggestions concerning its future redevelopment. Some suggested it had strong potential as a business park and commercial development. It was also mentioned as a candidate site for a performing arts center. Others felt that its past as a toxic landfill would limit development to specific uses such as a golf course, recreational park, nature preserve, or other open space activities. Finally, it was suggested that the greatest value could be obtained from this site by developing it in combination with the adjacent Amar and Azusa redevelopment site as part of an overall concept.

Others expressed concern about pockets of vacant and underutilized land scattered throughout the city. Many of these areas had been zoned over two decades ago for commercial development but with what were characterized as dismal results. They asserted the City should reexamine sites, such as the Fortune's Market, and acknowledge that many of them are never going to make it if targeted for purely commercial development. Instead, they advocated changing the zones, so that they are more attractive for mixed-use or residential development.

Many acknowledged the interdependence of the city's economic health with that of the San Gabriel Valley and the region as a whole. They applauded the City's leadership role in supporting regional economic development, including efforts to attract manufacturing and other major generators of new jobs and revenue to the San Gabriel Valley even if not located in West Covina.

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