Overview

During the City of Pacifica’s annual goal-setting process in Spring 2019, the City Council endorsed the City Manager’s recommendation to pursue a mid- to long-term strategic planning process for Pacifica. The planning process analyzed the City’s financial future and explored the capacity to fund future priority projects and enhanced City services.

The concept of Vision 2025 & Beyond was clear: To execute the vision of the City Council on behalf of the community, the financial and operational realities to fulfill that vision must be understood by both the City and the public.

Following the COVID-19 pandemic, the City Manager brought forward a Purpose Statement and five essential components that City Council adopted in 2020. Purpose Statement is:

The Purpose of the Pacifica Vision 2025 & Beyond project is to tell Pacifica’s story of the many priority infrastructure projects, and enhanced programs and services envisioned for Pacifica’s mid to long-term future that are equitable and inclusive and will help all Pacificans thrive, and to articulate the City’s financial opportunities, challenges, and strategies to achieve this vision and resiliency.

The five components include:

Financial Forecasting
Public Engagement and Outreach
Revenue Enhancement
Economic Development
Communicating the Story of Vision 2025 & Beyond

During 2021 and 2022, the first four of the five components were completed. In 2022 and 2023, two new components were added and accomplished:

Voter Approval of a Revenue Measure (Measure Y)
Council Adoption of a Strategic Plan

This year the City engaged nearly 2,000 residents around the City’s budget process. This included two community surveys of over 980 Pacifica voters plus a community dialogue about resident priorities with over 1,000 responses. Pacifica residents overwhelmingly prioritized funding for City services such as police, fire, and 911 emergency response services; street and pothole repair; youth, and senior programs; adapting to sea-level rise and keeping trash off beaches. Result summaries are provided below:

Vision 2025 & Beyond has enabled a new, solid financial footing for Pacifica’s future, and the City Council’s 2023-2030 Strategic Plan prioritizes Goals and Strategies that drive our vision forward.

Vision 2025 & Beyond Accomplishments

Financial Forecasting

Financial forecasting is foundational to Vision 2025 & Beyond. The City has successfully completed a deliberate, multi-year process to achieve fiscal sustainability.

In 2022, the City’s 10-year financial forecast showed budget deficits of $1 to $3 million per year at current service levels if the City did not increase revenues. Following numerous public discussions, the City Council unanimously voted to place Measure Y, a ½ Cent Sales Tax, on the 2022 General Election ballot.

In November 2022, Pacifica voters approved Measure Y. The community’s support of Measure Y allows the City to maintain its current level of public services, generating sufficient funds to cover the projected General Fund deficit.

The City’s focus on financial forecasting in Vision 2025 & Beyond set the foundation for the 2023-2030 Strategic Plan, which includes goals like improving City infrastructure, streets and facilities, pursuing climate change adaptation and mitigation measures and other objectives.

City Council Meetings & Reports

Public Engagement and Outreach

Public engagement is a cornerstone value of Pacifica. For Vision 2025 & Beyond, the City did extensive outreach to gather public feedback on Pacifica’s future through both virtual and in-person forums. The City held multiple public workshops, conducted extensive stakeholder interviews, and conducted a community-wide survey.

In June 2022, the City distributed a mailer that encouraged residents to provide feedback regarding their priorities for local services as part of the Vision 2025 & Beyond Strategic Financial Sustainability Study. The survey closed on July 20, 2022 and generated over 250 responses from the community.

In August 2022, as part of the Economic Opportunity Study component of the Vision 2025 & Beyond project, Kosmont Companies held a virtual community workshop to obtain input from the community about improving the economic health of the City and future priorities for each of the five business districts in Pacifica. The City posted an additional survey on social media platforms to provide community members, local businesses and other stakeholders an opportunity to provide input on plans for Pacifica's future. The survey generated over 160 responses.

In November 2022, Kosmont Companies held another in-person community workshop at the Pacifica Community Center for the community to share their thoughts on various opportunities within each business district of Pacifica. Kosmont also presented initial findings on real estate market conditions and potential strategies to improve the City's long-term financial health.

Revenue Enhancement

Revenue enhancements are important tools to consider in Vision 2025 & Beyond.

In February 2022, the Pacifica City Council discussed several revenue enhancement measures that could be considered by voters in the November 2022 General Election to address forecasted budget challenges.

The options included a local sales tax, a utility user’s tax and a transient occupancy tax. The City Council voted unanimously to place a ½ cent sales tax measure, Measure Y, on the ballot to help maintain current service levels. Pacifica voters passed Measure Y with a 58% majority vote.

As the City sets out to accomplish the goals in the 2023-2030 Strategic Plan, the community will need to continue to explore future revenue enhancement opportunities. The 2023-2030 Strategic Plan identifies a 2024 tax measure or a bond measure as potential strategies to enhance organizational and fiscal stability.

City Council Meetings & Reports:

Economic Development

Economic development is critical to a resilient and thriving Pacifica. Between 2021 and 2023, the City completed multiple studies, launched initiatives and invested in Pacifica’s economy as part of Vision 2025 & Beyond.

Two-Year Marketing Plan

In 2021, the City commissioned a marketing study and gap analysis that led to a two-year marketing plan. In 2022, the City Council approved a consulting contract to implement the plan. Implementation is ongoing.

The marketing plan prioritizes four marketing opportunities:

Shop Pacifica
Pacifica Workcations
Social Media - Upgrade and Expansion
Banner Design - Palmetto & Sharp Park

Economic Opportunities Study

In February 2023, the City completed an economic opportunities study that analyzed the current and future economic opportunities in each of the City’s business zones:

Pacifica Manor, includes Fairmont
Sharp Park
Rockaway Beach, includes Vallemar
Linda Mar, includes Park Pacifica
Pedro Point

The findings and recommendations offered by this study have set the foundation for future economic growth in Pacifica. Implementation of the study is one key strategy in the City’s 2023-2030 Strategic Plan.

Final Economic Opportunity Study Documents:

City Council Meetings & Reports:

Communicating the Story of Vision 2025 & Beyond

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