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City of Tustin
City Council Strategic Planning Workshop
Draft Mission, Vision, Values, Goals and Strategies
For Discussion with the City Council
August 7, 2012
This document contains drafts of a mission statement, vision statement, set of values, several
goals, and strategies to achieve the goals. These drafts are intended to serve as a starting point
for the Tustin City Council, who will be convening to create a strategic plan on July 5, 2012. The
draft mission, vision, values, goals and strategies were prepared by Management Partners
following interviews with the City Council, employee and community stakeholder focus
groups, and a workshop with Tustin executive staff. It is expected that the City Council will
modify the drafts in order to ensure that they convey the Council's direction.
Under each of the sections, there are questions for Council members' consideration to help
identify desired changes. These drafts and the questions will be discussed at the City Council
strategic planning workshop on August 7, 2012.
MISSION
A mission statement conveys the purpose of the organization, the essential reasons for its
existence. It serves as the foundation for policy and resource decisions. The following mission
statement has been drafted for the City Council's consideration:
Draft Mission Statement: Tustin s mission is to provide efficient, quality
services that promote safety, quality of life, economic vitality and pride in the
community we serve.
Questions for the City Council:
• Is something missing? If so, what?
• What changes would you suggest?
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Tustin Draft Mission, Vision, Values, Goals
VISION
A vision statement describes the desired future as a result of the organization's work.
Page 2
Draft Vision Statement: Choose Tustin —a vibrant, innovative hometown to
live, work, shop, play and prosper.
Questions for the City Council:
How closely does this convey your vision for Tustin?
Is something missing? If so, what?
VALUES
The underlying values of an agency drive behavior and support effective implementation of the
mission, vision and goals. Four draft values have been identified as important in fulfilling
Tustin's purpose and are presented for the City Council's consideration.
1. Leadership
2. Integrity
3. Fiscal Responsibility
4. Customer Service
Each of the suggested values has associated behaviors, as listed below.
Value: Leadership
• Creates and sustains an atmosphere that fosters a culture of openness, honesty, service
and trust
• Contributes to creating and communicating a clear vision and direction
• Exercises courage in recommending the right course of action
• Inspires results and effective teamwork
• Sets the example; mentors others to be successful
• Models integrity, respect, empathy, professionalism and ethics
• Decisive, able to make course corrections when appropriate and necessary
• Values diversity
Value: Integrity
• Adheres to individual and organizational professional standards in the conduct of the
organization's business
Tustin Draft Mission, Vision, Values, Goals Page 3
• Fulfills commitments and keeps promises made
• Demonstrates fairness
• Does the right thing even when no one is looking
Value: Fiscal Responsibility
• Exercises fiscal discipline in order to live within means and ensure future financial
sustainability
• Is transparent in disclosing financial transactions and their implications
• Utilizes multi -year forecasts to quantify future financial impacts of decisions
• Makes fact -based financial decisions using cost - benefit and other analyses
• Follows best practice policies for budget and financial management
• Practices sound stewardship of the public's assets
Value: Customer Service
• Provides timely, responsive service
• Engages in open, honest communication; listens to other perspectives with an open
mind and a sincere desire to understand
• Cultivates a welcoming, friendly atmosphere
• Takes personal responsibility for customer assistance and problem solving
• Produces and communicates consistently high quality, technically competent work of
value to the organization
• Maximizes opportunities to increase productivity and achieve high quality results
• Utilizes all resources efficiently and effectively
• Treats customers with respect and fairness
• Seeks customer feedback to facilitate continuous improvement
Questions for the City Council:
• Do you concur that these are the important values for Tustin as an organization?
(Yes /No)
• Is something missing? If so, what?
• What changes would you suggest?
DRAFT GOALS AND STRATEGIES
Through the interviews, focus groups, surveys and the staff workshop, five goal areas were
identified, each of which has several strategies. These are presented for the City Council's
consideration.
Tustin Draft Mission, Vision, Values, Goals Page 4
• Goals are broad aspirations of the City and are multi -year in nature. The timeframe for
achieving goals is typically 5 to 10 years.
• Strategies are the means to achieve the goals. The timeframe for implementing strategies
can span several years through specific programs and projects.
Once the City Council finalizes the goals and strategies, Management Partners will work with
City staff to prepare an implementation action plan that will identify tasks for each strategy,
timelines and staff assignments.
Questions for the City Council:
As you read the following draft goals and strategies, please keep the following questions in
mind. We will be asking for your input and feedback on each of the goals and strategies during
the July 5th workshop.
• Is anything missing from the five goals?
• Is anything missing from the strategies in any of the goals?
• What changes would you suggest?
GOAL A: Development
The goal is to generate new revenue and jobs, and enhance the vibrancy and quality of life within the
community.
Draft Strategies to Achieve Goal A:
1. Develop critical phases of Tustin Legacy.
a. Complete the master plan for Tustin Legacy Park.
b. Facilitate and complete land transactions for early development opportunities
c. Complete the extension of Tustin Ranch Road.
d. Develop a financing strategy for completion of other critical backbone
infrastructure.
e. Establish an assessment district financing structure.
f. Facilitate development coordination with other public agencies (South Orange
County Community College District, County of Orange, Tustin Unified School
District, others).
2. Facilitate a discussion with Old Town businesses and residents to create a vision of its
future.
3. Establish planning and zoning overlays in Neighborhoods of Tustin Town Center to
facilitate private development and redevelopment.
Tustin Draft Mission, Vision, Values, Goals Page 5
4. Develop a disposition and entitlement strategy for City owned property in Pacific
Center East.
GOAL B: Quality Services and Public Safety
The goal is to ensure Tustin is an attractive, safe and well maintained community in which people feel
pride.
Draft Strategies to Achieve Goal B:
1. Prioritize resources in order to sustain a well maintained and safe community (including
creating a defined standard of maintenance).
2. Improve and expand the effectiveness of the City's Neighborhood Improvement Task
Force.
3. Enhance Tustin s readiness to respond to major disasters.
a. Create a Community Emergency Response Team (CERT) program to enhance
our emergency preparedness and response capability within the community.
b. Increase the number of emergency evacuation drills in City facilities.
4. Assess and explore opportunities for expanded recreational activities.
a. Explore and create opportunities for joint use activities in south Tustin with
Tustin Unified School District (e.g., after school, weekend activities).
b. Assess needs and plan for future senior services to meet changing demographics
and trends.
GOAL C: Financial Strength
The goal is to have and sustain long -term financial strength with adequate reserves and enhanced
capacity to provide a sustainable level of City services.
Draft Strategies to Achieve Goal C:
1. Strengthen and facilitate business relationships for economic development.
a. Enhance the use of web -based commercial search engines for business attraction
and assistance purposes
b. Identify and analyze sales tax leakage to focus business attraction efforts.
c. Encourage the business community to enhance business development through
"Shop Tustin" programs.
2. Explore opportunities for new or increased revenues
a. Conduct a comprehensive fee analysis and determine appropriate levels of cost
recovery.
b. Evaluate business license program and clarify its purpose (i.e., revenue
generation, regulation, or a combination of both).
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Tustin Draft Mission, Vision, Values, Goals Page 6
3. Develop and communicate a comprehensive set of financial policies and their purpose in
order to strengthen financial practices (e.g., reserve, debt, purchasing, other policies).
4. Explore opportunities to create efficiencies and cost reductions in City operations
GOAL D: Strong Community and Regional Relationships
The goal is to foster strong relationships within the community and to provide leadership within the
region.
Draft Strategies to Achieve Goal D:
1. Provide leadership for regional planning and transportation issues.
2. Work collaboratively with agencies within and outside Tustin on issues of mutual
interest and concern (e.g., Tustin Unified School District)
3. Obtain feedback from and strengthen our partnerships with the community.
a. Develop a community communication plan and implement effective means of
sharing information with the public, receiving feedback and establishing
connections.
b. Conduct a community assessment to learn how the community desires to be
communicated with and what tools are most effective for them.
c. Conduct surveys to hear community perceptions about service delivery and
community satisfaction.
4. Communicate the strategic plan and its outcomes on a regular basis to the community.
GOAL E: Organizational Sustainability and Customer Service
The goal is to have a high performance organization, with effective customer service provided through a
competent workforce.
Draft Strategies to Achieve Goal E:
1. Establish an organization -wide customer service program, which includes:
a. Customer service standards.
b. Increased use of online access to services and follow up to customer concerns.
c. Expanded and regularly updated information on the City's website to aid
customers.
2. Create a succession plan for all parts of the organization.
3. Cultivate and grow leadership (through training, assignments, mentoring and other
means).
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Tustin Draft Mission, Vision, Values, Goals Page 7
4. Foster high productivity, effectiveness, innovation and continuous improvement.
5. Implement a performance based evaluation system.
6. Formalize employee recognition to support the values and expectations of our
organization.
7. Cultivate an enjoyable as well as effective workplace to foster teamwork.
8. Complete an information technology master plan to implement technology
improvements to help our customers and improve efficiency within the workplace.
9. Strengthen inter- departmental collaboration and teamwork at all levels of the
organization to enhance service delivery and responsiveness.
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