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Economic Development


FY 2017-18 Council Goal: Economic Development


Programs that retain, attract, and help expand businesses in Roseville are important to creating jobs and a vibrant local economy. Last year, work was completed on many new projects, including a new Federal Bureau of Investigation field office, new Sutter medical office buildings, Top Golf entertainment complex, the Falls Event Center, iFly indoor skydiving facility and completion of a new building at 316 Vernon Street to provide office space for City services, classroom space for Sierra College, and ground-floor retail space. Having completed an assessment of City-owned properties this past fiscal year, the City also will be formalizing its property-management, lease, and sale strategies.

In FY2017-18 we anticipate progress toward construction of the following:

  • Adventist Health corporate headquarters,
  • A new medical office building for Kaiser Permanente at Riverside Avenue and Cirby Way (to replace the current facility),
  • An animal adoption center for the Placer Society for the Prevention of Cruelty to Animals (SPCA),
  • A new parking garage downtown at Washington and Oak streets,
  • A new Fire Station 1,
  • Additional office space on Eureka Road as part of the Pappas Medical Office Building project,
  • Campus Oaks Apartments is a two-phased project totaling 395 units including 87 affordable units,
  • Avia Apartments is a 300-unit market-rate project,
  • Mercy Housing is constructing a 58-unit affordable apartment complex,
  • Elliott Homes is starting Veranda within Stoneridge which includes 149 detached single family homes of which 69 are affordable,
  • West Roseville is expected to continue a growing production of single family homes by multiple builders, and
  • An expansion of the Sutter Hospital emergency room and critical care areas.

We continue to partner with housing agencies to provide additional affordable-housing options in our community in excess of the General Plan policy of 10 percent of new units being affordable. Pending funding from the State, the City may see the start of construction on Meta Housing’s 75-unit affordable housing project on Main Street. The City continues discussions with the St. Anton Partners to explore the opportunity to develop an 80-unit affordable housing project on Pacific Street in the Historic District. The St. Anton Partners project may come before the City Council for consideration later in 2017. In addition, the City continues to work with Placer Valley Tourism (PVT) to develop a regional multi-use sports complex in west Roseville, which could include an events center.

On the residential side, staff is working on the annexation agreement for the Amoruso Ranch Specific Plan in the northwest area of the city with 2,906 residential units, and overseeing the installation of the major infrastructure for the Campus Oaks project that is adjacent to Hewlett-Packard, with 948 residential units. In addition to these plans, it is anticipated that there will be an additional 900 single-family residential building permits issued for this next fiscal year, the majority of which will be on the west side of town in the West Roseville Specific Plan. This absorption will enhance opportunities for additional private-sector retail growth. 

Public-Private Partnerships

  • Advantage Roseville—In 2012, the Roseville Community Development Corporation (RCDC) recruited 21 local partner companies to form Advantage Roseville, a three-year public-private partnership. The goal of Advantage Roseville is to grow Roseville’s economy by attracting new businesses and by retaining and expanding existing businesses. In 2016, Advantage Roseville continued the program with three levels of private financial participation and a $100,000 contribution from the City. Since inception, the Advantage Roseville campaign has raised Roseville’s brand awareness throughout the state and has participated in the attraction of over 3,000 new jobs with an estimated annual payroll in excess of $120 million and capital investment of more than $400 million.
  • For FY2017-18 Advantage Roseville is budgeted for a 50 percent reduction in funding. The reduction in funding is due in part to the success of the program as there is less need to recruit and promote the City’s business value and a greater need for staff to focus on servicing the business leads currently being received. The program has been focused on those activities that have proven to be high value and provide a return and these programs can be accomplished at the reduced funding level.
  • Higher Education—Two higher education institutions are in various stages of progress with a new or expanding presence in Placer County: Sierra College will be occupying a floor-and-a-half of the new office building at 316 Vernon Street in the fall of 2017, providing a downtown location for higher education that will bring a different demographic and steady stream of students to Roseville’s downtown. Warwick University and its partner, the University Development Foundation, have executed a purchase and sale agreement with the City to acquire Fire Station 1 for the purpose of renovating the site for graduate classes that are anticipated to commence in the fall of 2018.
  • Hotel-Conference Center—In April 2016, the City Council approved a request for proposal for a hotel and conference center at a City-owned site adjacent to the Galleria. With a goal to find a partner to deliver a full-service hotel and conference center that minimizes any obligation of the City’s General Fund, staff is continuing to discuss options with potential developers.
  • Placer Valley Tourism (PVT) Sports Complex—The City and PVT continue to review development of a long-field sports complex in west Roseville. At the same time, the City is reviewing a request from PVT to modify the original Management District Plan, which would allow the organization to fund multiple projects in the approved work plan, including the sports complex and an indoor events center at the Placer County Fairgrounds.
  • A determination on the requested changes, along with approval of the permitting for the sports complex, should be finalized in early Summer 2017. At that time, if the requests and the permits are both approved, the PVT Board could consider moving forward with the sports complex as originally envisioned or funding multiple projects in the approved work plan and directing a portion of the assessments to assist the City in building a smaller, natural-turf sports complex.
  • Placer Society for the Prevention of Cruelty to Animals (SPCA) Animal Care Facility— Since 1994, the City has contracted with the SPCA for animal shelter services. With the City’s growth in population, the SPCA has experienced a significant increase in the number of Roseville animals accepted, predicating the need to expand SPCA’s capacity. Currently, 88 percent of the animals processed at the Corporation Yard facility are attributable to Roseville. Completion is anticipated in late 2017.

Investing in Our Community

  • Increased Code Enforcement—At its goals workshop for FY2016-17, the Council discussed the importance of expanding code-enforcement efforts throughout the community to address citizen concerns and improve community vitality. To address this priority, the FY2016-17 budget added an additional full-time code-enforcement officer. At a ratio of one officer per 38,000 residents, this position aligns code-enforcement staffing on a per capita basis with staffing levels in other similar jurisdictions. It also allows the City to provide a timely response to complaints as the population continues to grow. Additional code-enforcement initiatives and ordinance amendments implemented in FY2016-17 include the re-establishment of the Nuisance Abatement Team, implementing a citywide complaint-tracking system, and increasing sign enforcement. In addition, the City updated the municipal code to address the following: the definition of public nuisances, parking in front yards, parking of commercial vehicles in residential-zone districts, and the use of A-frame signs.
  • Funding Neighborhood Improvements—The City Council confirmed at its goals workshop that the enhancement of core neighborhoods—its newest council goal—would require the identification of a revenue source outside of the General Fund. To this end, staff will explore if core neighborhoods are willing to assess themselves for new improvements and ongoing maintenance costs consistent with those required of newer neighborhoods. The newer neighborhoods have assessments for either landscape and lighting districts or community facilities districts on their property tax bills, which pay for a significant amount of common-area landscaping throughout the city. Property owners can determine and tailor the level of service and aesthetics they desire for their neighborhoods and vote to assess themselves accordingly. Neighborhood standards vary throughout the City, and all areas have the opportunity to vote to adjust assessments. When the core neighborhoods were built, these costs came from the General Fund, which continues at some level to this day. With the challenges that exist in maintaining the City’s core services (Police, Fire, Parks, Public Works, etc.), continued funding has become unsustainable with current revenue streams.
  • Funding Housing Needs—The Roseville Housing Authority, operated by the City of Roseville, administers the U.S. Department of Housing and Urban Development’s (HUD) Housing Choice Voucher rental-assistance program. Participants can also take advantage of the Roseville Housing Authority’s Family Self-Sufficiency program, which provides incentives to maintain employment by offering an interest-bearing savings account with the goal of becoming financially self-sufficient. Roseville’s Housing Authority was named a high-performing agency by HUD for the 14th consecutive year—the highest rating available to local housing agencies. This rating gives the Authority a competitive advantage in its efforts to bring more federal funds to the Roseville community. Currently, the Roseville Housing Authority provides safe and clean housing for 663 families through rental assistance from the Housing Choice Voucher Program, the City’s single strongest tool to prevent homelessness in our city. The program brings about $5 million a year to the Roseville economy that gets recycled through jobs and further investment and includes focused vouchers for non-elderly disabled individuals and veterans who are homeless or at-risk of homelessness.

  • Addressing Homelessness—The City administers or contributes more than $6 million in resources annually to provide affordable housing, assist in the prevention of homelessness, and fund services to those in need. The City’s support of the affordable housing project being built this year by Mercy Housing brings this year’s annual City contribution to more than $11 million, as detailed below. The City supports and collaborates with federal agencies, county staff, and local service providers to reduce and prevent homelessness locally, including emergency shelter, food, clothing, and even basic medical needs. In addition, the City has been active in advocating with agencies at the federal level on this issue and in securing additional funding on this front for homeless veterans. Local awards of federal Community Development Block Grant funds allow the City to provide financial support for homeless programs, food programs, mental-health programs, children and youth programs, home-buying and property-rehabilitation programs, and community-benefit organizations. Additionally, the City has a Red Cross-approved Severe Weather Plan in place to provide cooling centers or warming centers in times of need.

    This year, the City used funding set aside for homelessness prevention and rapid rehousing from the former redevelopment agency as a match for a $250,000 grant from Sutter Health’s Getting to Zero Campaign on homelessness. Through this new grant program, the City was able to award $500,000 to local service providers who work to prevent and end homelessness, as well as to provide additional support for other existing services. The City also provided $5.76 million toward the construction of affordable housing units by Mercy Housing at 623 Vernon Street. This will add 58 affordable apartments to the downtown housing inventory, including extremely-low and very-low income units that can assist households who are homeless or at-risk of homelessness due to housing instability.

    During FY2016-17, the City has been participating regularly in countywide and regional meetings on how to address homelessness, including the local continuum of care and county-hosted meetings, as well as Sutter Health’s regional collaborative on this issue. The City completed an assessment on the local homeless population in an effort to better understand needs within Roseville’s homeless population and the City actively volunteered and contributed to the 2017 Point-in-Time Count to count and measure local homeless individuals’ characteristics and needs. This information is informing the City’s introduction of the Homeless Prevention and Rapid Rehousing funding locally that will be awarded going forward based on measureable outcomes and resulting data. Local shifts in the City’s response to homelessness have included:

    - The introduction of a Social Services Unit (SSU) at the Police Department that partners with Housing staff and makes services referrals in an effort to connect homeless individuals and families to assistance, 

    - The creation of a Roseville Housing Services team that includes SSU staff, Housing staff, and local service providers, who meet monthly in order to further collaboration and communication amongst providers and local referring agencies

    - Active participation and successful grant funding support from Sutter Health’s regional Getting to Zero campaign to end homelessness,

    - Infusion of the City’s Homeless Prevention and Rapid Rehousing funds and matching Sutter Health funds, totaling $500,000, into the local community for activities that prevent and reduce homelessness, thereby reducing more costly demands in the community on emergency shelter, emergency rooms, and public safety response. 

    The City’s ongoing and expanded efforts in response to homelessness are actively being measured and will be further assessed as part of funding awards next year, but at present, the City is engaged and acknowledged as an active partner in responding to this need.



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