City of Fillmore

The October 14, 2014 Fillmore City Council meeting began with a Proclamation for the effort of the Soroptomists Club recognition of October Breast Cancer Awareness Month, and November Domestic Violence Awareness Month. Receiving the Proclamation was President Jane David, Kathy Krushell, Betty Carpenter and Patti Walker.

Fire Chief Rigo Landeros announced The 10th Annual Fallen Firefighter Memorial Service being held Saturday, November 15, 2014, 10:00 a.m.. The Fallen Firefighters of Ventura County Memorial is located at the Ventura County Government Center. Landeros will be the keynote speaker. The service will include the reading of the fallen, the traditional bell ceremony, the flag ceremony, bagpipes and other musical tributes.

There were three agenda items; the Economic Development Strategic Plan (EDSP), the Heritage Valley Transit service provider and a City Communication Plan.

The newly comprised Fillmore Development Council (FDC) is drafting an Economic Development Strategic Plan to move the city forward in the short and long term. Members of the FDC come from a diverse group consisting of both service and business; Mayor Manuel Minjares, Council Member Rick Neal, District Director Ernie Villegas, Chris Balden-Balden Town Center, President Southern California Association of Governments and Ventura Council Member Carl Morehouse, William Morris Chevrolet Bill Morris, Fillmore School District Superintendent Dr. Adrian Palazuelos, Fillmore City Manager David Rowlands, Fillmore Planning Director Kevin McSweeney, and Fillmore Fire Chief Rigo Landeros.

The FDC presented a draft of the plan proposal to the Council. The goal of the plan is to support a fiscally healthy city with major objectives and proposed implementation actions.

The plan's major objectives are improving the City's retail base, attracting green/clean technology industry firms, agriculture, filming, healthcare and highlighting the benefits of businesses and firms relocating to Fillmore. Also included is a budget goal of having a 40% reserve against General Fund expenditures along with supporting small business expansion, a business friendly environment and a predictable permitting process. Regarding land use, while considering the social and fiscal impacts on the City the plan calls for business and commercial areas that complement residential and public use. Having a truck stop on the west end of Highway 126 and C St. is being considered.

Rowlands informed the Council there are two companies in discussions of a tax sharing agreement in moving to Fillmore.

Council Members Rick Neal and Diane McCall liked what the plan called "incubator businesses", where small startup businesses in town are given guidelines on how to grow and what resources are available.

Council Member Steve Conaway responded, "This is a large scope of work, it's ambitious and exactly what we want. I'm fully supportive of this plan. This is great stuff. I think it's possible. It could be done...it's do-able."
Mayor Pro Tem Douglas Tucker stated, "This is an outstanding plan" and remarked he liked the idea of looking at other cities and possibilities of partnering together.

Mayor Minjares ended the discussion stating, "There's a lot in this"....and stated he does not see everything going in that direction (considering the large scope of work), but agreed it is a great plan.

The second agenda item addresses the breakdown of communication between the City's elected officials, which includes the Fillmore Unified School District Board Members, and the residents of Fillmore. A City Communication Plan is being drafted and worked on; but before the plan was discussed City Manager Rowlands wanted to disclose that he wants specific wording in the plan that communication will also be in Spanish.

The plan will address the concerns of residents and enable them to become part of the City's decision making process along with improve communication to and from businesses and organizations. The plan addresses four avenues used to increase the communication of Fillmore residents with the City. The four avenues are: Communication, audiences, goals and external communication tools. Two-way communication is first on the plan; it ensures information is shared throughout the community, reinforces and reflects the goals of the City with complete, accurate and timely information.

The audience is the citizens of Fillmore with a goal of strengthening the relationship between the City government and its 15,000 residents. The audience also includes City employees and the media.

The goal is to enhance and improve community and media relations and increase awareness, interest and participation of the citizens of Fillmore in government goals and activities. This will break down the feelings of 'us vs. them" with a goal of building pride in the City and relationships between elected officials, City employees and the residents of Fillmore.

The external communication tools, both existing and potential, will be updating the Fillmore web page, providing live broadcasts of City meetings on Fillmore's Public Access Channel, brochures to explain such things as the permit process, opening a business, conservation or other topics beneficial to the public. Also included is designing a social media page for Fillmore on such sites as Facebook, Twitter, Youtube etc.

Neal commented that not everyone has cable and thus does not get Channel 10 programming of City Council Meetings.

Conaway responded to the plan stating, "One of the largest responsibilities we have as a Council is outreach and communication. It's difficult to get people engaged....anything we can do to get our message out....Most of us are on satellite, not cable."

McCall added, "We need to reach out to the Spanish community." To which Minjares stated, "Fillmore is 58% Spanish speaking and 77% identify as Hispanic according to the last census. I know there are costs associated with getting the information out in both English and Spanish."

The third agenda item is one very important to many Fillmore residents; transportation. On October 1, 2014 the Heritage Valley Policy Advisory Committee (HVPAC) consisting of Representative Kathy Long, Mayor Minjares, Santa Paula Councilman Ralph Fernandez and the Ventura County Transit Authority (VCTC) asked both Fillmore Area Transit Company (FATCO) and MV Transportation to submit their best and final offer to run the transportation in town. At a meeting was held on October 3rd VCTC voted 9-6 to contract with MV Transportation to be the Heritage Valley Transit service provider. There were many local residents who wanted FATCO to retain the service, but VCTC made the final decision. MV Transportation, which is based in Santa Paula, is expected to start service the first of next year.

Minjares informed everyone that an agreement was reached on a three-way split with Santa Paula, Fillmore and Ventura regarding the tax revenue from the sale of gas to run the buses. Also, FATCO employees who are willing move over to the new provider will be hired on the condition they pass the position requirements, such as the driving test.

Rowlands informed the Council of the City's communications with the businesses in town regarding abandoned shopping carts. A company retrieves the carts daily for Dollar Tree, Rite Aid, Super A and Vons. La Plaza and Goodwill do not contract with the cart retrieval service. There are three ways for residents to report the location of abandoned carts; Website reporting at www.cartretrieval.net, toll-free phone line 800-252-4613 and an iPhone and iPad app that residents can download (CartSnap) from the iTunes store. Rowlands ended with "This is a start."