Downtown planning

Executive Summary
Printable Version of the Executive Summary
About the Visioning Project
The Downtown Roseville Visioning Process was initiated by the City of Roseville as a community-based effort. The three-phase project entailed developing an understanding of existing conditions in the Downtown, reviewing existing plans, studies, and strategies for Downtown, engaging the Roseville community in developing its vision for the Downtown, creating a refined vision plan based on the community’s input, and presenting and receiving support by the Roseville City Council. The purpose of this process is to develop a downtown vision that is (1) supported by the community and stakeholders; (2) consistent with recommendations of other committees, projects, and strategies; (3) serves as a catalyst for a reinvestment plan that identifies strategies to achieve the vision; and (4) results in a vision that is achievable.

Key Findings, Outcomes, and Guiding Principles
Key Findings
The community input received during this process was synthesized and summarized to create the vision for Downtown Roseville – including the vision statement, vision plan graphic, and accompanying implementation strategies, as shown on the Vision Poster. Based on the input received during the Community Immersions, several key findings were developed. These findings provided a foundation for developing the vision and guiding future steps. These key findings are:

  • Increase connectivity between the Vernon Street District and Historic Old Town;
  • Allow each district to maintain a unique identity;
  • Incorporate more arts, culture, entertainment, and public spaces in the Downtown;
  • A greater mix of uses and business types in the Downtown is desired; and
  • Housing and mixed use development would be appropriate in the Downtown.

Vision Statement
Downtown Roseville is a prosperous and vibrant destination. Its pedestrian-friendly environment links a mix of retail and residential uses with parks, public plazas, the creekwalk, and cultural resources. Downtown is a place for the community and visitors to gather for festive events and celebrations. It is a place where people want to go, stay, and play – morning, noon, and night.

Downtown atmosphere

Vision Poster
The Vision Poster uses a combination of graphics and text to depict the vision for Downtown Roseville as expressed by the community. The components of the front side of the Vision Poster include the Vision Statement, the Land Use Framework, the Vernon Street & Historic Old Town Vision Plans, and several sketches that depict key enhancements. The reverse side of the Vision Poster includes text to describe the community involvement process, economic development recommendations, key implementation steps, and additional visioning ideas. Photographs on this side of the poster show participants engaged in the process, images of Downtown, and the envisioned character of future buildings and public spaces in the Downtown as expressed during a community image survey. See the attached vision poster for details on the components of the vision for Downtown Roseville.

Guiding Principles
Downtown Roseville belongs to everyone. Implementing the Downtown Roseville vision also rests with everyone. Residents, merchants, property owners, developers, City staff, community leaders, public officials, and other agencies and organizations are integral resources to realizing Downtown Roseville’s envisioned future. This future is based on a number of thoughtful ideas and opportunities identified by the community that will serve as guiding principles for implementing the Downtown Roseville Vision. The guiding principles serving as the strategy framework for implementing the Downtown Roseville Vision include:

  • Improve Connectivity within Downtown as well as between Downtown and its Surroundings;
  • Identify Land Uses and Development Standards Responsive to Market Opportunities and that Facilitate Quality Architecture and Urban Design;
  • Reinforce Identity through the Establishment of Character Districts and Gateway Elements;
  • Create and Enhance Public Places that Support Community Activity, Spirit and Involvement; and
  • Promote Arts, Culture, Heritage, Entertainment, and Education.

Recommendation to Implement the Vision
In order to implement this vision, an implementation plan such as a Specific Plan and Program Environmental Impact Report are recommended. The preparation of the Specific Plan should be consistent with state law and can include additional components such as:

  • Promotional, Organizational, and Economic Development Strategies;
  • A Parking and Transportation Management System;
  • A Creek Maintenance & Flood Management Strategy; and A Relocation Assessment for City Facilities.

It should be noted that the Vision Plan may be modified in the future based on additional technical studies and community input, but should still uphold the community values identified during this visioning process.

Project Study Area
The project study area includes the Vernon Street District and Historic Old Town, encompassing approximately 158 acres. See the map below:

Overview of the Visioning Process
Phase I: Understanding Downtown

The first phase of the project focused on learning about Downtown Roseville and understanding the opportunities and constraints in Downtown (see the attached Opportunities and Constraints Pattern Sheet). These opportunities and constraints were considered during the formation of the community-based vision for Downtown.

Phase II: Developing A Vision for Downtown Roseville
Community Immersion 1
The second phase of the project was developed through an intensive community involvement effort called community immersion. This 3-day process involved over 300 participants (for a total of over 700 community service hours) who provided the foundation for creating a community-based vision for Downtown. In addition to these workshops, walks, and meetings, comment cards and electronic survey forms also provided opportunities for community members to participate in the process. The following provides a brief overview of the immersion process components:

Community Workshop 1: Understanding Downtown Roseville – October 11, 2005
At this workshop, community members were introduced to the visioning project, existing conditions in the Downtown including current economic and market conditions, and opportunities to participate in the visioning process. Participants were also asked to list their values, treasures, challenges, and visions as they related to Downtown Roseville.

Community Workshop 2: Architecture, Buildings, and Uses – October 12, 2005
This community workshop focused on identifying the character of buildings and public places, as well as uses, appropriate for the future of Downtown. A community image survey allowed participants to rate preferred architectural styles and character types, while an interactive exercise on uses and businesses asked community members to designate the kinds of uses and businesses they would like to see in Downtown Roseville. Draft Vision Statements were also created through small group exercises.

Community Workshop 3: Interactive Design Workshop – October 13, 2005
At the Interactive Design Workshop, participants had a chance to work in teams to create draft designs and concept plans for Downtown Roseville. Utilizing a number of resources, including the ideas generated from the first two workshops, teams worked to create plans related to these specific ideas: Land Use & Development; Connectivity between Vernon Street and Historic Old Town; Public Space; Dry Creek/Royer Park; Arts, Culture, and Events; Vision Statement for Downtown Roseville; and Economic Development Strategies.

Downtown Walks: Vernon Street District and Historic Old Town – October 12 & 13, 2005
Downtown walks through the Vernon Street and Historic Old Town Districts allowed the project team and community members to identify assets and opportunities first-hand and discuss ideas as they related to Downtown Roseville. Walking tour maps and checklists were provided and allowed participants to provide written comments. Cameras were also distributed and used to take photographs of assets and opportunity areas.

Stakeholder Interviews – October 11 – 13, 2005
Property owners, developers, and business owners were interviewed to identify assets, challenges, need physical improvements, new businesses, and city actions to revitalize the Downtown.

Business and Property Owners Reception – October 19, 2005
A business and property owners reception allowed an opportunity for local business and property owners to express their ideas and concerns related to Downtown Roseville and the Visioning Project.

Community Immersion 2
The second community immersion allowed participants to review draft vision concepts and hear the economic analysis findings based on information gathered during Community Immersion 1. This 2-day process involved approximately 100 participants (for a total of over 200 community service hours) who helped to refine the vision for Downtown.

Economic Analysis Workshop – November 29, 2005
This workshop provided an overview of challenges to development as well as opportunities to improve feasibility. The presentation also covered financial feasibility analyses for opportunity sites in the Vernon Street District and Historic Old Town (see the attached Feasibility Analysis).

Economic Feasibility Analysis

Community Open House – November 30, 2005
At the Open House, community members were given an opportunity to view a slide show about the visioning process and project, as well as the draft vision poster. Stations set up around the room allowed participants to closely review the vision poster and provide written comments related to ideas they liked, as well as ideas for improvement. Members of the project team were on hand to answer questions and hear ideas and concerns from the community. These ideas were incorporated into finalizing the vision poster.

Phase III: Completing the Vision
The third and final phase of the Visioning Process focused on completing the vision for Downtown Roseville, including revisions to the Vision Poster based on community input received during the Open House. This phase also considered implementation steps needed to implement the vision for Downtown Roseville.

Downtown vision

Project Status
The Redevelopment Agency prepared a work program and budget for an implementation plan that the City Council reviewed on February 15, 2006. After receiving Council approval, staff prepared a Request For Proposal (RFP) to solicit consultant services for preparation of the implementation plan. The RFP was released and a short list of consultants were interviewed by a community panel. A selection was made and a contract awarded in May, 2006. The project kicked off in June 2006.

RFP awarded to Downtown Solutions in May, 2006
Request For Proposal - Downtown Vernon Street and Historic Old Town Specific Plan


Meetings, Workshops, Open Houses, etc.

Council Workshop for Visioning Project, January 25
January 25, 2006
Streaming video from Council - click on January 25, 2006 City Council Workshop "View Video"

Visioning Project Workshop and Open House, November 29-30, 2005
November 30, 2005
Open House Slideshow

November 29, 2005
Economic Feasibility Workshop Slideshow

October 19, 2005
Council presentation
Streaming video from Council - Click on October 19, 2005 City Council meeting "View Video"

Downtown Roseville Visioning Project workshops hosted by RBF Urban Design Studios October 11-12-13.

Downtown Workshops

October 13, 2005

October 13, 2005 presentation
by RBF Urban Design Studios

October 12, 2005

October 12, 2005 presentation
by RBF Urban Design Studios

TownScanTM exercise - everyone participating in the October 12 workshop was asked to provide their opinion on "What are your preferences for Downtown Roseville?" Among the items evaluated were architecture, parking structures, public spaces, creek walks, housing, mixed use applications, and building heights. One hundred thirty-nine (139) slides were reviewed and ranked using a 1 (like/agree) through 5 (dislike/disagree) scale. The exercise and the results are linked to below:


TownScanTM exercise results - Top 5
TownScanTM exercise results - All rankings

October 11, 2005

October 11, 2005 presentation by
RBF Urban Design Studios

Downtown Roseville market analysis
presentation - 10/11/05


Walking Tour Maps

Historic Old Town

Vernon Street

Historic Old Town

Vernon Street

Walking Tour
Walking Tour Checklist

Downtown Visioning Project in the Press Tribune
To view 12-05 Press Tribune article click here

Downtown Visioning Project in the Sacramento Bee
"Roseville seeks downtown renewal"

311 Vernon Street
Roseville, CA 95678
(916) 774-5276