By Leslie Luna
The City of Carlsbad has a new economic development manager who officials say was selected for her innovative approach, passion for public service, and her vast experience in economic development. Christie Marcella will be replacing former Economic Development Manager Christina Vincent. Marcella took over the position in December. She’s no stranger to the City of Carlsbad as she began with the economic development department as an analyst in 2012 and later was promoted to special projects manager. Marcella holds a a B.A. in International Affairs from The George Washington University and a M.S. in Urban Planning from Columbia University. The Carlsbad Business Journal sat down with Marcella to learn more about what she hopes to achieve in her first six months.
Q: You were selected from a robust pool of qualified applicants throughout the western United States. The hiring panel was impressed with your passion for innovation and public service. What projects are you excited to pursue?
A: The Innovate 78 collaboration with the cities of Oceanside, Vista, San Marcos, Escondido and Carlsbad continues to strengthen North County San Diego’s reputation as a regional employment, education and innovation hub. I want to make more information available to businesses to help them get established and grow in Carlsbad. It’s an exciting time to be working with businesses in Carlsbad, and I look forward to building on our current economic development program and developing the tools necessary to empower businesses of all sizes to thrive here.
Q. What will your priorities be in the first six months as economic development manager?
A: I will be meeting with our local and regional stakeholders to get feedback on our economic development program and help assess any adjustments that might need to be made to ensure even greater success. Providing educational and training opportunities for employees at all levels of their professional career is also a priority. I want to make sure the city’s Economic Development Department serves as a resource and furthers a collaborative relationship with our businesses that provides them with up-to-date data and information. Being good listeners will keep us adaptable to ever-changing local, state, federal and global circumstances.
Q. In your new role, you will work with state, regional and city planners, and a variety of other agencies. In particular how do you see yourself expanding and finding a beneficial relationship with the Carlsbad Chamber of Commerce?
A: The Carlsbad Chamber of Commerce is a great partner and has resources and programs that the city doesn’t offer. I recognize that we are lucky to have such a high caliber chamber supporting Carlsbad businesses, and I hope that our growing relationship involves reaching out to the multitude of partners together and sharing what we learn with one another.
Q: We learned you are a resident of the Village/Barrio. How do you see your position impacting the council’s goal of revitalization?
A: I experience firsthand the Village and Barrio’s appeal to the modern professional. When we look at our competitor cities in attracting businesses, they have vibrant downtowns and are inviting to those who want to easily walk from business to business. We want to make sure that we maintain the Village and Barrio’s character while growing in a smart and strategic way. Enhancing the Village and Barrio will only help us continue to attract top notch companies to come, stay and grow here.
Q: What will the economic development team do to recruit business here that hasn’t been done in the past?
A: I would like to leverage the work I have done implementing the city’s new permitting, code compliance and business license system to make starting a business in Carlsbad even easier. My goal is to provide new businesses with an idea of what their approval processes might require. Starting a new business can be overwhelming and helping companies learn what happens each step of the way will make the process smoother for all.
Q: What is the development environment in Carlsbad right now and what are some notable projects within the business community?
A: The city recently approved ViaSat’s expansion project to develop more land east of El Camino Real, which will increase their number of employees in Carlsbad and further contribute to our economy. There is development activity in the Carlsbad Oaks North area along Faraday Avenue east of El Camino Real, and overall we are seeing commercial properties being renovated and updated to attract new tenants. While we are excited about our largest employers in each of our industry clusters, such as life sciences and technology, the majority of Carlsbad’s employment lies in small to medium sized businesses. The development activity we are seeing caters to that demographic, and it’s generating a feeling of excitement and opportunity throughout the city. I’m honored to be serving as the City of Carlsbad’s economic development manager and look forward to contributing to Carlsbad’s economic vitality.