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Santa Rosa staff proposes Ross Street weekend activation pilot, seeks SRTBIA support
Summary
City staff presented a proposal to pilot weekend street closures and adjacent parking-lot activations on Ross Street to drive downtown vibrancy and tourism; the ad hoc Downtown Action Organization committee proposes SRTBIA support (staff estimated a $170,000 program budget and a possible SRTBIA allocation of about $100,000).
City economic development staff on Wednesday outlined a proposed Ross Street activation pilot that would temporarily close part of Ross Street on weekends and activate an adjacent parking lot with programming aimed at increasing downtown activity and overnight stays.
“For the record, Scott Adair, chief economic development officer for the city of Santa Rosa,” Adair said as he introduced the item and turned the presentation over to program analyst Rachel Beere. Beere told the board an ad hoc Downtown Action Organization committee has been meeting biweekly to shape logistics, permitting and a programming schedule for a spring–summer pilot designed to support weekend activations.
Beere said the pilot would coordinate with public works, fire, police and planning on permitting and compliance, and that staff plans to measure attendance and engagement using analytics tools such as Placer AI. She described the pilot…
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