Mayor’s task force explores making Santa Rosa competitive House for Rent Real Estate Articles

Mayor’s task force explores making Santa Rosa competitive

July 5th, 2011 | by Mitchell Bennett |

SANTA ROSA A list of viable business enhancing proposals, that could help jump start the local Santa Rosa economy and be implemented quickly, is being actively considered by the Mayor’s Task Force on Economic Competitiveness.

Next meeting of the Task Force on Economic Competitiveness

Tuesday, June 14, 7:30 a.m. Finley Community Center, 2060 West College Ave., Santa Rosa

task force website

While this 12-member advisory group does not have the authority to change city policies, its updates and reports are included in the Economic Development Quarterly Report to the City Council and can appear on the emerging issues list prepared for council members.

Task force recommendations can also be submitted to the council for consideration through the agenda process.

Several ideas have been discussed, including ways to attract new firms and make it easier for businesses to navigate the application, planning and permitting process. Others addressed the need to improve relations between the business community and the city.

A suggestion was made that commercial real estate professionals be briefed in detail about Ordinance 3944 adopted last year by the council which addresses easing the permit process for small businesses, extending timeframes for conditional use permits and entitlements, adjusting parking requirements for existing buildings, and creating more flexibility in the commercial zoning code.

Another possibility involves evaluating a proposal to do away with the conditional use requirement, such as at the 90-acre Santa Rosa Business Park, to get businesses up and running faster and by finding ways to get through the punch list of prerequisites more rapidly.

Task force consensus is building around a “concierge” concept that has been circulating around City Hall for some time. It would establish an ombudsman perhaps by redefining an existing position in the city managers office that would serve as a single point of contact for businesses.

Task force members believe there is a need to educate commercial real estate professionals and their business clients, as well as property owners, architects and contractors, regarding the ordinance and other updates in city processes.

Part of the problem involves is a lack of public understanding of the changes and improvements that have been made in recent months.

Another short-list idea is a task force recommendation to have North Bay commercial real estate brokers, Sonoma County Alliance members, the Santa Rosa Chamber of Commerce, North Coast Builders Exchange and the Leadership Institute for Ecology and the Economy give overview presentations to their respective members and associates of the newly adopted city rules, ordinances and regulations.

Today there are three key ways to access information about starting a business in Santa Rosa via the city’s website, at planning and permitting counters and by working through people in the know.

Having a discernable, well-defined fee structure is seen as essential for growth, since some believe there are too many fees, and that fees are too high and unpredictable, which could be a barrier holding some businesses back.

Mr. Ours, task force chairman, appointed a subcommittee to review fee concerns over the next several weeks and to consult with business representatives to identify problems that exist.

Members of the task force say people need to know what the fees are, why they are assessed, how they affect them and the benefits derived from fees – as well as how they compare to other municipalities.

Lisa Wittke Schaffner, executive director of the Sonoma County Alliance, said the Santa Rosa Chamber of Commerce could set up a buddy program pairing experienced business professionals with newcomers to help them get started.

Jonathan Coe, president and CEO of the Santa Rosa chamber, seconded this notion saying that it would easy to put together a cadre of members willing to do this, while also helping to recruit companies to come here and generate income for the city.

Paul Schwartz, senior vice president with brokerage Cassidy Turley BT Commercial, recently headed a fact-finding tour of several East Bay cities including Concord, Walnut Creek, Pleasant Hill, Danville and Pleasanton. He, along with four others from Santa Rosa including Councilman John Sawyer, wanted to see what these municipalities are doing to stimulate economic development.

While on tour, the team met with Gates+Associates, an award-winning, full service landscape, urban design and land-planning firm based in San Ramon.

The ability to attract more customers and potential retailers to Santa Rosa’s malls and shopping centers is a priority.

Simon is conducting a connectivity study and wishes to upgrade the walkway in back of the mall leading to Railroad Square with a canopy of overhead lights and others along the path along with new benches.

The firm wants to start construction in September, if design approvals and permits are obtained, and plans to complete the work by September 2012. Two-thirds of the improvements will involve aesthetic exterior upgrades, adding a trellis and vines on garages, new signage, public artwork and by creating a more inviting approach and interface to Fourth Street.

Part of this branding and marketing process involves choosing a theme to set the city apart, and one that would appeal to shoppers and storeowners alike.

During the public comment portion of the meeting, Warren Hedgpeth, principal of Hedgpeth Architects, said: “we need to find ways to personalize the city.”

The next step is to turn a few of these economic improvement ideas into reality in the near term.

While some task force members want an aggressive, proactive program to begin within 30 days, others say it will take months to get things moving. A timeline is being developed.

All believe time is of the essence to initiate at least some of these proposals as a first test of concept.

House for Rent