[{"_1":2,"_99":-5,"_100":-5},"loaderData",{"_3":4,"_26":27},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5,"_25":10},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","isFreedomPortal","routes/v2/article/layout",{"_28":29,"_30":31},"notFound",true,"relatedArticles",[32,75,87],{"_33":34,"_35":36,"_37":38,"_39":40,"_41":42,"_43":44,"_45":46,"_47":48,"_49":50,"_51":52,"_53":54,"_55":56,"_57":58,"_59":60,"_61":62,"_63":64,"_65":66,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},"mediaId",6637859,"mediaKeyId","2578430-2452e495c7c7ff6f0a8ad4ffeab02ccc","parentId",2578430,"title","City staff weigh pop‑up retail, Sunday farmers market and entertainment‑zone ideas to activate downtown","audioSeconds",782,"startMs",2794000,"endMs",3576000,"viewUrl","/Search/View?dp=1&key=2578430-2452e495c7c7ff6f0a8ad4ffeab02ccc&start=2794&end=3576","thumbnailUrl","https://assets.pipeline.soar.com/2578430-2452e495c7c7ff6f0a8ad4ffeab02ccc/thumbnail_2794000.jpg","articleUrl","/articles/6637859/Santa-Rosa-City/Sonoma-County/California/City-staff-weigh-popup-retail-Sunday-farmers-market-and-entertainmentzone-ideas-to-activate-downtown","mediaUrl","https://secure.pipeline.soar.com/6637859-b87176eaeba71847b68d12ea9e384b29/orig.mp4?Expires=1770505898&Signature=Wv4cAfSxrUYaZW1bzC6-DrT4UhRw8ay62j34XMD-khck8ANTQQVl2SiPQIacjs2xZxJ7oC537c5HpezXw86RaSwSiwx1hNOdNLALvViwfhp~FNfPfp-G5h2-a9DSJgKIGvUT04AdNrY9WRH4aAuV5m6gedd92FyNZ2YKw15x7mQwnjRU9FFqVPUuLMzl7MOr3K4I-B7-8wP9Sz20OormORIw771NBJv0mF--SFhnUuHs46m1DsUUzsPp22lENn9FnjLlpxr3XjZmszFJMV1fpFrJYb7Pb4Crk5pSCuW47bvL7bufdzvG8~V8q6R0ma8MTnIaYHr2E29gZmLxNTFvFA__&Key-Pair-Id=KUT5TJCACFTXG","author","City of Santa Rosa, CA","date","2025-03-12T21:19:27.087Z","article","City staff told the Santa Rosa City Economic Development Committee they are pursuing several programs to activate underused downtown space and to support businesses.

Staff described a proposed pop‑up program that could allow temporary merchant and arts uses in underused right‑of‑way or vacant storefronts. Presentation slides and staff comments included examples such as small shipping‑container retail, parklets and temporary activations; staff said they are exploring how such uses would fit within existing temporary use permits and are developing a pop‑up program manual.

On recurring events, staff said a produce‑focused Sunday farmers market is permitted to operate Sundays starting in May through September, generally 10 a.m.–2 p.m., and staff proposed complementary “Second Sundays” — a family‑focused, city‑programmed set of events on the second Sunday of June–September that would run during market hours. Staff said partners already committed or in discussion include the library, children’s museum, Parks and Recreation, North Bay Animal Services and the Sixth Street Playhouse.

The committee also discussed pedestrianization and limited street closures as a tool for activation. Staff said they have surveyed other California cities and released a public survey; they plan study‑session presentations to council that will compile business, resident and community input and best‑practice information. Staff emphasized outreach to directly affected downtown businesses and associations and noted an entertainment‑district option allowed by state law as a possible code change that could permit controlled outdoor alcohol consumption and curated events.

Director‑level planning work is underway to review use permits and zoning code provisions, staff said, to streamline permitting and clarify permissible temporary uses and noise/operational expectations for businesses that operate outdoors. Staff said the process will include multiple meetings with downtown stakeholders and aims to return to council with findings and recommendations.

Ending

Staff will continue outreach with property owners, DAO, the downtown chamber and individual business owners, and will bring compiled survey results, case studies and recommended code or policy changes to a future council study session for direction.","mediaType","Video","parentTitle","City of Santa Rosa Economic Development Subcommittee Meeting - March 11, 2025","oneSentenceSummary","City staff told the Santa Rosa City Economic Development Committee they are pursuing a pop‑up merchant program, a recurring Sunday farmers market with companion “Second Sundays” programming, and further study of entertainment‑district and pedestrianization options to activate downtown public space.","taxTitle","Santa Rosa City, Sonoma County, California","taxId",3913,"location","headline","","shortSummary",{"_33":76,"_35":36,"_37":38,"_39":77,"_41":78,"_43":79,"_45":80,"_47":81,"_49":82,"_51":83,"_53":84,"_55":56,"_57":58,"_59":85,"_61":62,"_63":64,"_65":86,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6637864,"Downtown trolley pilot drew about 3,700 rides but served mostly weekend leisure trips, organizers say",1674,324000,1998000,"/Search/View?dp=1&key=2578430-2452e495c7c7ff6f0a8ad4ffeab02ccc&start=324&end=1998","https://assets.pipeline.soar.com/2578430-2452e495c7c7ff6f0a8ad4ffeab02ccc/thumbnail_324000.jpg","/articles/6637864/Santa-Rosa-City/Sonoma-County/California/Downtown-trolley-pilot-drew-about-3700-rides-but-served-mostly-weekend-leisure-trips-organizers-say","https://secure.pipeline.soar.com/6637864-356447ad7661360a60cc063d68ee5a5d/orig.mp4?Expires=1770505898&Signature=jGaUmisqNTd-zGEzTl7sqDX2~w1ElDUJiS79zLCSUxRnKDjse1aEKsW7Z9ceToKZIODMPl8FEF-m5q~8BG8pBhf88OhGOfFa-Zk7mfIM5ygWc4YBlFoV2skIYJaqFdph0S~qhzPPmBKoCoUIb5Vw3mqCl5NXbwMjoDPnR52CQH1BkL79P4N4~cyZ5sgKTzqKIT-8k7csj4Xe0Cc-wMosx-WH6X3BHGuOUrPIjMBZW4jPQB4giGsbuqAJaDwEa~RDKpPM0TUX5xBbOGjFqzmTOf4RVtixh6O0NbB5-BJ3EZpezys6BVTIsQGLSsVuK4ZpEca3GqFYkF00aZH04iinZQ__&Key-Pair-Id=KUT5TJCACFTXG","Cadence, a representative of the Downtown Action Organization, told the Santa Rosa City Economic Development Committee that the pilot “Rosie” trolley, which ran May 15–Sept. 29, 2024, recorded about 3,700 rides and cost roughly $65,000 to lease and operate (marketing costs were not included).

The pilot ran on a loop between Courthouse Square and Railroad Square and was funded and sponsored by four partners, Cadence said: the City of Santa Rosa, Visit Santa Rosa (which handled marketing), SMART and Sonoma Clean Power. The trolley contractor was Bruins Trolley Company.

Organizers said the ridership profile showed the service was used primarily for weekend recreational trips rather than commuting. “When we look at the program, we had about 3,700 riders,” Cadence said. “Sundays were the most popular, about 11 riders per hour, and the majority of survey respondents were local: 88% were from Sonoma County.”

Survey results presented by Cadence indicated that two‑thirds of riders completed the full loop and 36% of riders came downtown specifically to ride the trolley; 85 respondents said they rode “just for fun.” The pilot’s schedule was Wednesday–Friday 5–9 p.m., Saturday noon–9 p.m. and Sunday noon–4 p.m., which organizers said produced the observed weekend peak.

Committee members and staff discussed lessons learned and future options. Cadence said the pilot did not meet early expectations for last‑mile connectivity to SMART commuter services because it did not operate during typical commute hours and riders were often already downtown when they chose to board.

Cost and equipment questions were raised. Cadence said leasing and operating the vehicle cost about $65,000; purchasing a comparable small electric trolley would likely cost “north of $150,000,” she said. Staff and committee members discussed three possible approaches for future efforts: 1) run a similar leased electric trolley program again; 2) use a larger, known city trolley (Rosie) for periodic tourist/tour options; or 3) consider an electric tram or a shared‑ride app concept similar to Petaluma’s Luma Go.

Cadence and staff also said the trolley contractor used for the pilot was not one they would recommend contracting with again, and noted sponsorship constraints: Sonoma Clean Power would not support a gas‑powered vehicle. Staff said they would continue to explore leasing, conversion and alternative suppliers and would report back with cost estimates and options.

Committee members asked staff to continue outreach and to report potential next steps to a future meeting; staff indicated they would agendize follow‑up options for committee consideration.

Ending

Committee members praised the pilot for producing community interest and said they want staff to return with specific options (cost estimates, vehicle availability, schedule options and possible partnerships) before committing to another round.","A 12‑seat electric trolley pilot run May–September 2024 attracted roughly 3,700 rides, City of Santa Rosa and Downtown Action Organization staff reported, but data showed the service mostly served weekend leisure and local users rather than acting as a regular last‑mile transit connection.",{"_33":88,"_35":36,"_37":38,"_39":89,"_41":90,"_43":91,"_45":92,"_47":93,"_49":94,"_51":95,"_53":96,"_55":56,"_57":58,"_59":97,"_61":62,"_63":64,"_65":98,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6637855,"Economic development team rolls out 40‑page implementation plan, business concierge and a one‑stop business lounge",4013,2112000,6125000,"/Search/View?dp=1&key=2578430-2452e495c7c7ff6f0a8ad4ffeab02ccc&start=2112&end=6125","https://assets.pipeline.soar.com/2578430-2452e495c7c7ff6f0a8ad4ffeab02ccc/thumbnail_2112000.jpg","/articles/6637855/Santa-Rosa-City/Sonoma-County/California/Economic-development-team-rolls-out-40page-implementation-plan-business-concierge-and-a-onestop-business-lounge","https://secure.pipeline.soar.com/6637855-b50e7b1e02ffe7949af59a031050fe25/orig.mp4?Expires=1770505898&Signature=i9KKWPrfG9BOkybqidb4HLx-dPt5dFu5jKFqmrmEUauqo7K4pAlZ0PX1vHDxiChwadfWBUF1Iyv9eXNKb~~jums7GngnCCBdeeA4d7l42NpLywW1SQEqoRRi5Lqig~Re9bOqF6kFGZAz8MUe9Piees8ZLDDTPaWwttn5EWlXCkRQNK~9qPU7RsL5N1169H2ouJA~mE4TOoWDPORAh6UTBoCxq4qKASvqJYi0Lzqaqnx99naUdpVZ~xuqP9G2cd4QZV1FVuGAr9F1vLWHCRQY3VBz2Aw5V35rLAL7~62VuF2zqKgq0Go7Diu7gcMTvNiYqdfBRM03haLsoHwyj7jtQg__&Key-Pair-Id=KUT5TJCACFTXG","Staff told the Economic Development Committee that the city’s economic development implementation plan — a 40‑page document that staff said kicked off on Jan. 1 — is now turned into individual staff work plans and a one‑page summary that will be available in English and Spanish online.

“Think of the economic development strategy as the blueprint; the implementation plan is the foundation,” Scott, an economic development presenter, said. Staff said the team also worked with Siro to develop a new tagline, “where success takes root,” and that the implementation plan will be summarized in a one‑page handout.

Staff reported early operational initiatives tied to the plan. They described a new business concierge program that provides two branches of service: an internal liaison to help businesses navigate licensing, permitting and planning processes, and direct business technical assistance (education, grant/funding connection and outreach). The concierge program will be administered by the city’s small business ombudsman, Rafael, staff said; Rafael has begun outreach and hosted an initial Rise and Thrive breakfast with community partners representing BIPOC and other underserved business communities.

Rafael listed organizations that attended the Rise and Thrive meeting, including the Sonoma County Hispanic Chamber, North Bay Black Chamber of Commerce, the Small Business Development Center (SBDC), SCORE, Latinx professional groups and the Asian American Pacific Islander Coalition of the North Bay; staff said a follow‑up meeting is planned for May.

Staff also described a physical one‑stop business lounge created in Room 6 at City Hall to serve entrepreneurs and small businesses with drop‑in or prebooked appointments. The space will host partners and technical advisors and feature a monitor for a public economic dashboard staff plans to develop.

On business climate indicators staff reported earlier data for context: staff cited a February 2024 unemployment rate for Santa Rosa at 4.3% (compared with a national 3.9% and a California average of about 5.4% at the same point in time). Staff said they will put economic and program KPIs into an online dashboard and that the implementation plan’s milestones will be tracked in Microsoft Planner.

Staff said they received more than 800 new business license applications in the prior year, about 360 of which were home‑based business applications; staff also said a Retail Strategies contract for a leakage and gap analysis is being routed for execution to support business attraction and recruitment.

Ending

Staff will continue to develop the one‑stop portal, the business concierge services and the public dashboard; they said they will return with regular KPI reporting tied to implementation plan milestones.","City staff reported a formal implementation plan to implement Santa Rosa’s economic development strategy, launch of a business concierge program (small business ombudsman), and an in‑house one‑stop business lounge; staff also summarized baseline economic indicators and said a public dashboard and KPIs will be developed.","actionData","errors"]

Article not found

City staff weigh pop‑up retail, Sunday farmers market and entertainment‑zone ideas to activate downtown

Downtown trolley pilot drew about 3,700 rides but served mostly weekend leisure trips, organizers say

Economic development team rolls out 40‑page implementation plan, business concierge and a one‑stop business lounge