Town Council approves phase three of Paradise downtown revitalization plan with UDA

In the heart of Paradise, California, the Town Council convened on March 11, 2025, to discuss a pivotal step in revitalizing the downtown area. Under the warm glow of city hall lights, Town Manager Colette presented a proposal to authorize an agreement with Urban Design Associates (UDA) for phase three of the downtown strategy, a plan that has been in the works since a temporary moratorium on residential-only buildings was enacted in spring 2024.

The council's journey began with a vision outlined in the long-term community recovery plan of 2019, aimed at transforming the central business zone into a vibrant hub. Following the initial phases, which included public input and a market study, the need for a strategic action plan became clear. Colette emphasized that phase three would focus on creating measurable steps to implement the ideas generated in earlier phases, ensuring that the revitalization efforts are both actionable and timely.

The proposal outlines the formation of a working group that will include council members, town staff, local business owners, and community representatives. This collaborative approach aims to gather diverse insights and foster community engagement. Additionally, the plan includes site visits to successful downtown activations in other cities, allowing Paradise to learn from best practices and adapt them to its unique context.

Community outreach will play a crucial role in this phase, with plans for an online survey and an open house to gather resident feedback on their vision for downtown. The strategic plan will feature one, three, and five-year goals, providing a clear roadmap for progress. Colette noted that this is not a long-term vision but rather a focused effort to achieve tangible results in the near future.

The financial commitment for this phase is set at $41,900, which will be allocated in the upcoming budget cycle for the recovery and economic development department. As the council deliberates this proposal, the excitement in the room reflects a shared hope for a revitalized downtown that honors the community's past while paving the way for its future.