Attendance at the recent conference in Las Vegas by four representing Ceres could pay off with the development of another hotel, Community Development Director Christopher Hoem stated in a report to the council on Monday evening.

But the report’s suggestion that only one staff member attend the 2024 conference of the International Council of Shopping Centers (ICSC) appeared to address criticism of the attendance of two councilmembers and a third staff member at city expense.

“What we learned was that this international convention had a lot of people that were not California focused,” Hoem told the council. “Some of the time was just finding people that were interested in making a match with us.” He said it may be more worthwhile for the economic development manager attend the ICSC convention in Monterey next year.

Hoem said the city believes that a “major success” resulting from Ceres’ representation at the Las Vegas event was from a meeting with a hotel developer that was “persuaded to build a hotel in Ceres.” He would not disclose the company but said more information will be “forthcoming as staff continues to have discussions with this developer and an application is submitted.”

Ceres is presently seeing the construction of a Woodspring Inn & Suites at the Ceres Gateway Center at Service and Mitchell roads.

The team also spoke to representatives of Target, Hoem said.

He also said the city also started dialogue with a broker for the long-term development of a big box retail center, adding that infrastructure must first be developed “and the city will continue preparing for this opportunity.”

Hoem didn’t identify any of the potential newcomers, saying that disclosing names could jeopardize any project’s “competitive advantage.” He cited how one city lost a big-box retailer when news leaked out about a confidential letter of intent, and the project was withdrawn after having lost that “competitive advantage.”

“(The) best practice is to inform the public about an upcoming development once an application is submitted and a public meeting is scheduled, such as at Planning Commission or City Council,” Hoem stated in his staff report to the council.

The city came under criticism by some residents and the Courier for the expense of sending Mayor Javier Lopez and Councilwoman Rosalinda Vierra to the event typically only been attended by one staff member. Others who attended the May 21-23 event in Las Vegas were Hoem and Economic Development Manager Tamra Spade. The city covered $7,229 in expenses for the four.

After Hoem asserted that sending a variety of city players to attend the conference can allow a city to “showcase their positive and collaborative approach to development,” he recommended sending only Spade – or whoever might have her position – next year “due to limited staff resources at the city offices and prioritizing other work efforts.”

Hoem said that during their time in Las Vegas the Ceres team focused on the possibilities of snagging new businesses including a medium-sized grocery store chain, a seasonal retail/supply store, large daycare facility, sit-down restaurant not found in Stanislaus County, a sit-down Asian cuisine restaurant, commercial recreation facility, men’s clothing store, fast-food sandwich chain, national-chain pharmacy/drugstore, hybrid movie theater/restaurant operator and a Louisiana/seafood restaurant.

“The appointments that we had ranged from 20 to 40 minutes,” said Hoem. “It’s a very fast-paced environment.”

Hoem said that the Ceres team took data and maps of sites to share with development brokers to encourage them to locate in Ceres. They also sought out a broker representing medical and dental offices.

“This is a long process of building relationships, meeting people, connecting people, staying in touch with them over time because if the market isn’t perfect for a certain business right now as long as we are continually coming back to them then they’ll remember us and they’ll say, you know Ceres is a place that we’re interested, I know this person. The squeaky wheel gets the oil.”

Councilwoman Vierra asked about the status of the city’s contract with The Retail Coach, a firm that was intending to help the city lure new businesses. She noted that the firm only made two appointments for Ceres and wondered if they would be more proactive. Hoem explained that the city wasn’t satisfied with their performance and allowed the contract to expire.

Mayor Lopez said attending the conference was a great experience and that he was confident city staff can “continue exponential growth in the city of Ceres for years to come.”