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