Item 10 - MOU between the cities of Santa Ana, Garden Grove, and Fountain Valley aimed at enhancing cultural tourism, and promoting job creation and small business development within the City’s Vietnamese business community

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MOU with Garden Grove and Fountain Valley for the Little Saigon Area October 21, 2025 Page 2 Each participating city will identify designated areas within their boundaries to represent their respective portions of the Little Saigon BID. These areas will be linked through a coordinated public transit route with planned stops in each city. The BID will incorporate streetscape improvements, landscaping, and urban design elements that reflect the cultural heritage and identity of Vietnamese-American communities, while also supporting local economic development. Recently, two Requests for Proposals were released by the City of Garden Grove for a Marketing Assessment and a BID Formation. Contracts for both Requests for Proposals were executed by the lead agency, City of Garden Grove, at their September 9t" City Council meeting. By adopting this MOU, the City is committing to: • Staff time working with a consultant to analyze the feasibility of a tri-City BID. • Staff time working with a consultant to provide data on the City's Little Saigon BID area for the development of an economic market assessment. This assessment will include: 1. Cultural Visitor Profile, 2. Tourism Infrastructure Inventory, 3. Comparative Analysis, 4. Economic Opportunity Forecast, 5. Stakeholder Engagement, and 6. Digital and Marketing Assessment. In addition, Consultant will prepare recommendations based on the outputs of the Destination Marketing Assessment for the tri-city Little Saigon BID area. The BID consultant will be reaching out to Little Saigon property owners to determine if there is a desire to form a BID. Staff will report the results to the City Manager's Office for a determination to be made regarding whether to pursue the formation of a BID that would be run by one (1) management association. The BID would be funded from mandatory fees assessed to property owners in the BID. If pursued, this would require a separate City Council action, anticipated for consideration next year. Staff estimates that the creation of a BID could generate approximately 10 hours of staff time per month to provide input and review of activities by the BID management association. The second deliverable will be an economic market assessment for the Little Saigon business area. This assessment will equip the City of Santa Ana with data-driven insights into local market conditions, consumer demand, and economic gaps, helping identify the types of businesses most likely to succeed in the area. It highlights the Little Saigon business area's unique cultural and economic strengths, informs targeted business recruitment, and supports strategic planning for infrastructure and policy improvements. The assessment will also provide a strong foundation for attracting investment by offering credible data to developers and stakeholders, while aligning business attraction efforts with community needs and long-term economic goals.