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found that San Leandro's strongest market niche for regional retail is value -oriented discount stores. in community -serving retail. there appears to be room for additional eating and drinking places. In neighborhood retail. the City's existing demographics tend to discourage high -end chain retailers. suggesting a concentration on basic goods and services: however. local operators who are able to target specific neighborhoods that have strong demographics with more upscale offerings should be encouraged. Roles and Responsibilities. City staff should take the lead in identifying and contacting representatives of various real estate. site selector consultants. and companies that have recently located in San Leandro as well as representatives of companies that have recently chosen not to locate in San Leandro. local shopping center property managers or leasing agents. to participate in a survey or focus group regarding the types of information that would be most useful and most persuasive when considering options for new retail locations. After the prospectus is developed. the City should distribute the prospectus as part of its recruitment efforts to retailer representatives that are interested in San Leandro. The City should also provide the Chamber of Commerce and local shopping center operators and real estate brokers with copies of the prospectus so that they may forward the information to prospective new retailers. Priority: HIGH. This is an existing program. Costs and Sources of Funding. Initial costs to research the contents of the retailer prospectus will involve primarlb, in -kind staff time. One-time costs for professional assistance with the design and layout of the prospectus should be relatively minimal. assuming the prospectus will be no more than several pages. including a map of existing shopping centers. and two to three pages of text. graphics. and data. Costs for this action are estimated to be LOW. not including costs for any incentives or assistance that might be offered to retail tenants through other programs. Action 3.2: Retail Site Development A particular challenge for San Leandro in competing for new regional retail development with suburban locations is to provide appropriate sites. In San Leandro. opportunities are limited for development of new regional retail uses on vacant land. Therefore. the CitN must work: actively to create sites of adequate size. access. and visibility to be attractive to regional retail uses. This form of pubhciprivate partnership proved successful in retaining the San Leandro Costco store. despite the distinct possibility that it would leave the Citv as a result of its need to move to a more modern building than the one it occupied in the West Gate Center. 49 2 6 r �,.� e