The guidance came during a strategic planning retreat intended to help Economic Development Director Rachel Lawson better prioritize the department’s limited staff and resources.
“We really need focus,” said City Manager Greg Holloway. “We can’t try to be everything to everybody.”
Holloway then advanced to a slide containing 14 strategic priorities.
The department currently employs Lawson and one project coordinator.
Officials emphasized that the staffing level should not limit ambition.
“We hired Rachel because she’s creative,” said Council Member Diane Foster. “We need somebody who can look across all these areas and connect the dots.”
The dots currently include three active industrial prospects, 47 existing businesses, six downtown vacancies, a housing shortage, two proposed retail developments, a workforce initiative, a tourism campaign and an upcoming community festival.
Lawson said she appreciated the clarity.
“It’s helpful to know where leadership wants us focused,” she said.
Asked which priority should come first, Holloway said they were all important.
“That’s why they’re priorities.”
Recruitment remains a central objective.
Council members said the city needs to attract more manufacturers, restaurants, retailers and professional jobs.
At the same time, leadership stressed that existing businesses should never feel neglected.
“We can’t be so focused on recruitment that we forget the companies already here,” Foster said.
The council then asked Lawson to increase prospecting activity.
Downtown development was also identified as urgent.
Officials want more restaurants, fewer vacancies, upper-floor housing, additional events and improved streetscapes.
One council member suggested a farmers market.
Another recommended public art.
A third asked whether the economic development office could recruit a boutique hotel.
Lawson added all three items to her notes.
Housing emerged as another top priority.
Employers have reported difficulty attracting workers because of limited housing options.
Leadership said economic development should work more closely with developers to increase supply.
However, several council members cautioned against projects that might create excessive density, traffic or neighborhood opposition.
“We need housing,” Foster said. “But it has to be the right housing.”
No definition of right housing was established.
The discussion then moved to retail.
Officials said residents continue leaving Clearwater Falls to shop in neighboring communities.
Council members asked the economic development office to recruit additional stores while ensuring new retailers do not compete unfairly with existing businesses.
“That balance is critical,” Holloway said.
Workforce was next.
City leaders directed Lawson to strengthen partnerships with schools, the technical college and major employers.
They also asked her to develop strategies around childcare, talent attraction, retention and career awareness.
Lawson asked whether the city planned to hire a workforce specialist.
The room became briefly interested in tourism.
Tourism, officials said, represents an underdeveloped economic opportunity.
The city has historic architecture, parks, trails and several annual events.
Leadership asked the economic development department to develop a stronger visitor strategy.
“We’re sitting on assets we’re not fully leveraging,” said Mayor Steven Grant.
Lawson asked whether the tourism department would lead the effort.
“There isn’t really a tourism department,” Grant said.
Lawson nodded and wrote something down.
By lunch, the strategic retreat had also identified entrepreneurship, small business support, broadband, quality of life, infrastructure and marketing as areas requiring additional economic development attention.
“We’re getting somewhere,” Holloway said.
Lawson’s project coordinator reportedly began a second page of notes.
City leaders stressed that the expanded responsibilities should not distract from measurable results.
The council would like quarterly reporting on job creation, capital investment, new businesses, downtown activity, retail recruitment, housing units, workforce programs, tourism performance and “general momentum.”
Lawson asked how general momentum should be measured.
Officials agreed to revisit that question.
Budget discussions followed.
The economic development department’s funding will remain largely unchanged.
“We’re asking everybody to do more with less,” Holloway said. “That’s government.”
At the conclusion of the retreat, leadership praised Lawson for her flexibility and encouraged her to remain focused on the priorities that matter most.
“Economic development can become scattered if you’re not careful,” Mayor Grant said.
Lawson agreed.
She then returned to her office, where she had three voicemails from prospects, two emails from downtown merchants, a housing developer waiting in the lobby and a message from the mayor asking whether she had any ideas for increasing hotel occupancy.
At press time, Clearwater Falls officials were discussing whether economic development should also take responsibility for airport marketing because, as one council member noted, “it’s really all connected.”
