Roseville staff to study limits, fees and enforcement after council flags growth in massage establishments

Roseville city staff will return to the City Council with research and options on whether to limit the number of massage therapy establishments, change licensing fees, or refine training‑school requirements after the council raised concerns about rapid growth in licensed establishments and the difficulty of doing thorough background and accreditation checks.

Assistant City Manager Rebecca Olsen told the council the number of licensed massage businesses in Roseville has risen since the council's last review: "We had 24 establishments that were licensed. Since that time, we've received more establishments. We now have 29, and that includes 13 establishments that have their own employees, and then we have 16 sole proprietors." Olsen added the city has "91 licensed therapists plus the sole proprietors" and that two chiropractic clinics that provide massage services are exempt from the city's massage‑establishment ordinance.

Olsen said the city has seen two interrelated compliance challenges. First, national and local studies identify massage establishments among business types sometimes used to conceal human‑trafficking operations, and the city finds it increasingly difficult to keep up with sophisticated schemes. Second, the city's licensing rules require evidence of training hours from accredited schools, but some applicants present certificates or credentials from schools that are not accredited or that are registered/licensed by the state under a different process. Olsen said the city needs clearer rules and additional research on how other cities handle accreditation and school registration.

Council members pressed staff on enforcement tools, costs and goals. Councilmember Schroeder noted Roseville does not perform the annual on‑site compliance checks for massage establishments that the city conducts for tobacco and liquor licenses: "We don't do the annual compliance checks like we do with tobacco and alcohol," Schroeder said. Olsen acknowledged that routine compliance inspections would be time‑consuming and resource intensive and told council she would consult with the police department and city attorney on enforceable options.

Several council members asked staff to bring back comparisons: what other cities charge for fees, whether other jurisdictions cap the number of establishments, and how Roseville’s per‑capita concentration compares. Olsen said staff would return with legal and enforcement options and a fee‑comparison and resource estimate.

No council vote was taken; staff will analyze options and report back. Council guidance requested research on: fees in peer cities; whether a cap is appropriate and how to structure it if so; clearer accreditation or training credentials for therapists; and the staff and police resources needed to implement any new controls.

Why it matters

Licensing rules affect public safety oversight and administrative workload. The council’s requested research is intended to balance consumer protection, enforcement capacity and small‑business interests while reducing the risk that illicit activity could be hidden in otherwise legitimate establishments.

Provenance: See transcript segments introducing item 7c and the meeting discussion and direction to staff to return with options and fee comparisons.