West Sacramento launches Small Business Accelerator, readies parking and marketing for A's games

City staff presented a status update on the Small Business Accelerator program and multiple preparations tied to the Oakland A’s move, including marketing, parking management, permit- and facade-related grants, and a pending tourism improvement district to measure visitor economic impact.

The Small Business Accelerator: phased grants and uptake

Megan (Economic Development staff) said the accelerator was rolled out in phases to manage workload. Phase 1 launched in a soft rollout in December and a full launch in January and includes four programs currently accepting applications: Food and Beverage Facility Enhancement (up to $15,000 per business), Small Business Permit Fee Assistance, Small Business Vandalism Relief, and a Strategic Marketing Program (the city set aside up to $100,000). Phase 2 is expected in spring and will add a Façade Improvement Program (up to $50,000) and a Tenant Improvement Program (up to $75,000); a $20,000 microgrant program is planned for a fall rollout with additional program safeguards because those awards are not tied to capital improvements.

Megan said 11 businesses have already been awarded funds under the Food and Beverage Facility Enhancement program and two award checks were issued in the most recent batch. Staff also said they will share a public list of award recipients.

Marketing, parking and event readiness

Director Tracy Michael summarized citywide preparations for the A’s arrival: a new GoWestSac.com landing area with an interactive dining guide, an online parking reservation system for Bridge District parking operated via the Space app and Ace Parking, and a Ziggurat Garage partnership for event parking. Staff said special-event parking rates will apply to on-street metered spaces after two hours on event days (the city cited 151 special-event days), with enforcement and a dedicated security officer posted in a surface lot to prevent game‑day parkers from using resident/business monthly lots.

The city also rolled out a strategic marketing campaign with the Honey Agency, produced a Comstock magazine insert highlighting West Sacramento businesses, and is installing pedestrian banners in the Bridal and Washington districts. Staff reported two banner sizes are in use; the larger format is 30 by 84 inches. Two digital billboards were planned but staff said installation may slip to late April or early May.

Impact-fee reductions, Grand Gateway and tourism tracking

Staff updated commissioners on an impact fee reduction program originally adopted as a pilot in August 2022 and expanded in July 2024. The program offered roughly 60% reductions for residential projects and about 44% reductions for office in targeted infill areas; staff said the updated program now applies across land uses in the city’s designated infill/EIFD area and staff will recommend adding Southport Industrial Park and Seaway properties to the program because earlier negotiated reductions in those areas are set to expire.

Staff also said they are pursuing formation of a tourism improvement district, which local hoteliers would help guide and which could support measurement of overnight and visitor spending tied to A’s games.

Votes at a glance

The commission approved the minutes of the January meeting. The motion was moved by Commissioner Kemp; a second was made but not clearly identified in the record. The vote on the minutes was recorded as two ayes and no recorded nays; the chair announced the motion passed.

Ending note

Staff asked commissioners and the public to share feedback on the city’s event plans and offered to circulate the list of business grant recipients and the presentation slides on request.