Survey Results Analysis and Deductions
Economic Development staff launched two small business needs surveys in summer 2025 to better understand the priorities of the local business community and use that insight to guide the development of programs and incentives that directly support their success. The need for two business surveys came from the importance of the very specific needs of downtown businesses.
During the outreach phase, staff completed over 300 business retention visits across the city and received a total of 170 responses from local businesses. The full survey results can be seen in the infographic embedded. A short summary of the findings can seen below:
The survey responses highlight a strong and established small business base in Tracy, with approximately half of respondents operating for more than 10 years and nearly three-quarters employing five or fewer individuals. This indicates a mature, locally rooted economy largely driven by owner-operated enterprises that have demonstrated resilience and long-term commitment to the community.
The most pressing challenge identified—both citywide and downtown—is marketing, followed by managing cash flow and accessing funding. This pattern signals that businesses focused on generating consistent customer demand and improving revenue stability. Requests for support in digital marketing, e-commerce, and grant applications further reinforce the conclusion that business owners are seeking practical tools to increase sales and strengthen financial resilience. This information allows for staff to create programs to meet these needs.
In addition to marketing and funding needs for their own businesses, respondents also emphasized beautification, parking, and signage improvements as critical to increasing downtown activity overall.
Notably, most respondents identify as veteran, minority, or women-owned businesses, underscoring the importance of accessible and inclusive support programs.
Overall, the findings suggest that the business community in the City of Tracy is resilient, adaptive, and deeply rooted in the local economy, yet increasingly seeking opportunities to modernize operations, expand visibility, and strengthen long-term financial stability. Many businesses have demonstrated longevity and commitment to the community, but the survey responses indicate that owners are navigating a rapidly evolving marketplace where digital presence, customer engagement, and access to capital are becoming essential for continued success. As consumer habits shift and competition grow both regionally and online, local businesses are expressing a clear desire for tools, resources, and strategic support that will help them remain competitive, reach new customers, and invest in improvements that sustain growth. Together, these findings highlight a business community that is motivated to evolve and take advantage of targeted programs that enhance marketing capacity, modern business practices, and access to financial resources.
