- Elizabeth Larson
Lakeport City Council approves extending contract with retail recruiter, honors Wicks for planning commission service
City Manager Kevin Ingram asked the council to approve an amendment to extend the professional services agreement with The Retail Coach, which the city hired in 2019 to assess the Lakeport area, assist with bringing new retailers to the city and work with existing businesses.
Ingram said the company was able to do analysis and baseline data that the city had been missing for years.
That analysis found that while Lakeport has a population of about 5,000 people, its daytime population – made up of visitors who come for reasons including employment, shopping and medical appointments – actually swells to 50,000.
That information was “a game changer,” as Ingram said it allowed the city to approach retailers that might otherwise have not considered the city because of its small population base.
The Retail Coach’s staff visited Lakeport to meet with local businesses. Ingram said one of the reasons the city hired the company is that it works with existing businesses in the community.
However, the work was delayed due to the COVID-19 pandemic.
Ingram said the Retail Coach’s proposal to the city included these eight phases:
1. Analyzing the market.
2. Determining retail opportunities.
3. Identifying development and redevelopment opportunities.
4. Identifying retailers and developers for recruitment.
5. Marketing and branding.
6. Recruiting retailers and developers.
7. Downtown revitalization.
8. Retail recruitment coaching.
The delays began after step five, Ingram said.
He said The Retail Coach put together a best fit retail list and started the process of soliciting new retailers but, due to COVID-19, no retailers wanted to take the step to locate here, although he added no one was saying no exactly.
The Retail Coach understood that 2020 was a “flop” year, and Ingram said they were gracious in negotiating an extension with the city that will pick up with 2021 being year two of the contract and reducing the contract price by $5,000 to $25,000.
While retail trade shows were canceled in 2020, The Retail Coach’s staff members were on the phone and working hard on behalf of the city, making sure retailers know Lakeport exists, he said.
Ingram said retailers are seeing the dynamics have changed and that it will be a tougher market.
The city’s main priority for The Retail Coach is filling the old Kmart building and then continuing to engage the city’s small businesses, Ingram said.
He said the company wants to come out and meet again with local retail businesses to help them identify some entrepreneurial openings in the city’s gap and opportunity analysis.
During the discussion, Ingram explained that the best fit retail list consists of businesses expanding in the region and those that have supply chains here.
Ingram also noted that the city has had conversations with The Retail Coach about what the retail industry will look like in the coming years and whether companies will expand or contract their space.
He said that one of the conclusions is that there have been big losers but also some really big winners. The companies that already were having trouble prior to COVID-19 have had continued problems and the pandemic is helping them out the door. On the other side, businesses utilizing new technologies have flourished.
There appears to be a trend for smaller footprints rather than giant big box store developments, Ingram said, which is a positive for Lakeport. However, retail companies pursuing smaller spaces are focusing more on entering urban areas instead of rural ones.
Ingram said the Retail Coach will work on showing retailers that Lakeport’s numbers are a sure bet, especially for things like clothing and home goods, which the city’s data shows offers good opportunities.
While there are certainly still challenges ahead, Ingram said there also is an optimistic forecast as well.
Mayor Pro Tem Stacey Mattina moved to approve the contract amendment, which was seconded by Councilman Michael Green and approved 5-0.
Council honors Wicks for service
The council took time on Tuesday to present a proclamation honoring Ken Wicks Jr., who left the Lakeport Planning Commission in December after nine and a half years of service – with about five of those years spent as commission chair.
The proclamation noted that Wicks was instrumental in the updating, review and implementation of the 2014 and 2020 Housing Element updates, adoption of the Forbes Creek Neighborhood Study, Eleventh Street Corridor Study, the Lakefront Revitalization Plan, as well as several zoning amendments such as the cannabis and telecommunication ordinances.
Wicks “provided a vast knowledge of construction project management that provided invaluable insight and perspective to project phasing and was a benefit to the decision-making process of
the Planning Commission,” the proclamation said.
Councilmembers Michael Froio and Michael Green both served on the commission with Wicks and lauded his service.
“He was always well prepared, professional, thoughtful and conscientious,” said Froio, adding that Wicks was the rudder that gently steered the planning commission and made sure it was doing what it was supposed to do.
Green said Wicks encouraged him to run for city council, and he credited Wicks with teaching him how to run a meeting, read staff reports and appreciate the general plan.
“You were a great asset to the city and I do appreciate the time I spent with you on the planning commission,” Green said.
George Spurr, who stepped down from the city council at the end of 2020, also served with Wicks on the planning commission, and thanked him for his help, noting the wealth of knowledge he has about the city.
“Enjoy this wonderful city knowing you were a big part of it,” said Spurr.
Ingram said that when he joined the city as Community Development director six years ago, they had some “doozy” projects that led to packed council chambers. During that time, Wicks kept the commission on the ball and in tune with their mission, while staying professional.
“You’re going to be missed,” Ingram said.
Mayor Kenny Parlet said Wicks knows the regulations. “I don’t think you will be easily replaced ever, at least not soon.”
Parlet said there are few people who have the decorum, experience, knowledge and class Wicks has.
Mattina also congratulated Wicks on his recent marriage. Wicks said he and his wife, Yvonne, are very happy.
Wicks thanked the councils past and present and the public for allowing him to serve. He said Lakeport is a great town with great people, and he was glad to do something to advance the city.
Also during Tuesday’s two-and-a-half-hour-long meeting, the council received the traffic safety biannual review and got the police statistics and training summary report for 2020 from Police Chief Brad Rasmussen.
The council also voted to direct staff to initiate a text amendment to the zoning ordinance to address microenterprise home kitchen operations, which are allowed in a pilot program that continues through July.
As part of the vote, the council directed city staff to work with county staff so that the text amendment would be in effect if the county proposes to continue with a permanent program after the pilot program ends on July 1.
Email Elizabeth Larson at