1 Economic Development
Subcommittee Meeting
March 2025
Economic Development Subcommittee Agenda
1. Call to order and roll call
2.Remote Participation
3. Modifications to the Agenda
4. Announcements
5.Approval of Minutes
6. Public Comments
7. New Meeting Time
8. Partner Reports
9. New Business
10. Matters held in Committee
11. Department Reports
12. Adjournment
2 9. Partner Reports
3 Rose-E
Electric Trolley
Pilot Project
May 15-September 29, 2024
Overview
Pilot Overview
Marketing
RidershipData
SurveyResponse
Lessons Learned
FutureOpportunities
Rose-E was conceived by the Downtown Action Organizationas a way to address connectivityissues between Courthouse Square and Historic RailroadSquare,withthe goal of testing a fun method of transportthat would linktouristsand visitorsto both sides of Downtown,provide entertainmentfor locals and help SMART riders reach their finaldestination.
Rose-E Pilot
Community
Partnership
Multiple communityorganizationscame together to support the DAO in testing the Rose-E pilot program:
Visit Santa Rosa oversaw the marketing
efforts which included a dedicated
webpage, social media posts,
distributed printed materials,stationary
signage throughoutDowntown and
promotions duringlocal radio
interviews.
Social Media
Total reach from Facebook and Instagram
was 61,604
Webpage
9,305 Page views from5,388 unique
viewers who stayed for an averageof 1
minute7 seconds
Printed Materials
2,500 Rack Cards and 260 Posters were
distributedinthe Downtownarea
2,760
5,388
61,604
Ridership Data
Total Riders
3,754 Riders rode Rose-E duringthe pilot - the majority rode on Saturday,the longest day of service and were
spread out evenlyfromMay throughSeptember.
Peak Days & Hours
The most populardays,based on an averageof riders
per hour,were Sundays,and the most popularhours
were between 2 and 3pm on the weekends followed by
7-8pm.
Consistent Weekly
There was no specific patternto the weekly ridership
withweekly totals rangingfrom118passengers to 301
passengers.
Saturday
31.5%
Sunday
22.9%
Wednesday
17.5%
Friday
15.3%
Thursday
12.9%
11 AM - 12 PM
6.5 12 PM - 1 PM
7.75 1 PM - 2 PM
10 2 PM - 3 PM
11 .7
3 -4 PM
9.6 AVERAGE NUMBER OF RIDERSDURING
SPECIFIC HOUR BLOCKS OF TIME
4 -5 PM
9 5 -6 PM
6.12 6 -7 PM
8.77 7 -8 PM
10 .32
8 -9 PM
7.25 WE DNE SDAY
34 .58
THU RSDAY FR IDAY SATU RDAY
AVERAGE NUMBER OF RIDERSPER HOUR
OVER 435 HOUR PROGRAM
25 .42 31 .83 65 .67
SU NDAY
45 .21
AVERAGE NUMBER OF RIDERSPER DAY
OVER 19 WEEK PROGRAM
WE DNE SDAY
8.88 THU RSDAY
6.36 FR IDAY
7.96 SATU RDAY
8.76 SU NDAY
11 .01
Average 2.9 riders
The averagenumberof ridersper party was 2.9
Locals Love It
Nearly80%of surveyrespondents were
fromSantaRosa.8.2%were fromSonoma
County,3.5%fromthe Bay Area,4.1%
fromCaliforniaand 4.1%were out of state.
Positive Feedback
98.6%of respondents said they wanted
to see Rose-E returnregularlyor become
a permanentprogram
California Welcome Center
The CaliforniaWelcome Center was the
most popularlocation to startthe ride,
followed by Courthouse Squareand 4th
Street nearRussianRiverBrewing.
Survey Response
145riders took an optional surveywhile on
board -thisis whatwe learned from them:
Rider Feedback
90%
67%
64% 85%
Shopped & Dined
Said theyshopped, dined or
enjoyedentertainment
Downtownon the same trip
thattheyrode Rose-E,and
43%attended public events.
Full Loop
Rode Rose-E on a full loop,
gettingon and off at the
same stop inone ride.22%
rode point-to-point and 12%
rode out and back.
Bonus Benefit
Indicatedtheywere already
Downtownwhen they
decided to ride Rose-E.36%
said theycame Downtown
specifically to ride Rose-E.
Family Fun
Rode the trolley justfor fun,
while 15%utilizedit to get
aroundDowntown
• Rider Habits
• Those who took the initialsurveywere asked to complete some additional questions.58 respondents indicatedthe following:
Toursfor Tourists
Attractionsfor
Local Families
Connecting SMART
Riders
Eco-friendly
approach
Weekend Hours
Consistent Schedule
/ Tracking
Weather Saver
Lessons Learned
After speakingwithhotels, hightrafficbusinesses and Rose-E stops, as well as reviewingopen ended surveyfeedback,
severalkey elements emerged:
Future Cross -Town Transit
Opportunities
Lease Trolley
The cost per riderfor the pilot
was approximately$17per
person.Ifthere was interest in
continuingthe concept, leasing
froma trolley company that
provides driversor leasing a
trolley and contracting out
drivingto a local logistics
company, would be an option to
continue deliveringconnectivity.
A timetable or route tracker
would be a necessary addition.
UtilizeRosie
Utilizingthe City’s trolley for a
schedule focused on peak use
days, would maintainthe appeal
of the historic transportation,
allow for an integrationof
income-generatingtours geared
toward tourists and provide
continued connectivity when
most needed. Maintenance and
hiringdriversis a challenge, so
consistency of scheduling
mightbe a challenge.
Electric Tram
A relativelyinexpensiveoption
to purchase,and easier to
maintainthanRosie, a tram
could be utilized in a similar
style to the trolley and maintain
minimalenvironmentalimpact.
Income-generatingtours would
be possible, along with
continued connectivity for
SMART riders and tourists.
SharedRide Contract
Similarto the LumaGo pilot that
launched in Petaluma,a
decision could be made to
contract witha company that
has the infrastructureto provide
on demand ride-share service
that could meet the need of
cross town transport.
Santa Rosa
Economic
Development
Division
9.1 Economic
Development
Strategy
Implementation
Plan Update
18 Implementation
Plan One Sheet
9.2 Business
Attraction, Retention
and Expansion Update
20 9.3 Entrepreneurship
and Small Business
Update
21 (Ombudsman Update)
22 23
9.4 Economic
Vibrancy and
Resiliency Update
24 (Events Update)
25 26
Total Event permits issued
Nov-Feb: 13 Fees Collected: $3581.10 10 returning annual events, 3 new
SOFA district Winterblast had
highest reported attendance
to date in its 18 years.
First event in years from the
downtown Library where
they shut down part of E
Street
From City events outside of
Chamber Blanket Permit, an
estimated 6,500 attendees
Garage 12 on 1st Street
selected as ideal candidate
for rooftop concert series.
Recology contract
reexamined to support new
events and maintain annuals,
with 40
•events and a $100k cost total to
support
9.5 Community
Investment Update
27 Arts and Culture Program Update
Economic Development Subcommittee
March 11, 2025
Meredith Knudsen: Arts and Culture Coordinator
Creating Opportunities for Artists
• National Arts Program
Eligibiity: Santa Rosa Residents and Employees;
All ages and skill level.
• Earthbound: Art for a Sustainable Future
Eligibility: CA Based artists; 18+
• Big Belly Trash Can Art
Eligibility: Sonoma County artists; all ages and skill
level
• Colgan Creek Mural
Eligibility: US based mural artists; must be or work
with local Native American tribe members, 18+
• Brookwood Community Mural
Eligibility: Sonoma County mural artists; must
work with local youth, 18+
Call for Art!
Santa Rosa Public Art Walk
Applications open March 13- April 30, 2025
• This program aims to transform our
urban environment into an open-air gallery.
• Designed to connect the cultural hubs
downtown to railroad square
• Project Plan approved APPC November 4, 2024
• Eligibility: US based artists
• Artwork temporarily displayed 2 years
• Up to 10 artists to be selected.
Theme: Urban Renewal
Vision of renewal and innovation.
• Playfulness and Innovation: We welcome artworks that are playful, imaginative, and visually engaging.
• Sustainability: Reflect the principles of sustainability by incorporating recycled or eco-friendly materials.
• Community Impact: Showcase installations that resonate with local residents and visitors, sparking conversations and connections.
Online Public Art Map
Example of pop-up
information
• Enhance tourism by providing an easy way for visitors to explore art-related sites. • Position the city as an arts destination
• Increase art education opportunities
• Categories include art walks, permanent collection, public art in private development and more! • Internally track maintenance needs
Community Involvement
Updates on our website on how
to Get Involved!
Public Art Proposal Form
• Opportunity for all artists & mediums
(performance, literature, experimental works)
• Project transparency
• Opportunity to seek funding
• Available in 19 languages
Serve on an Art Selection Panel
• Inclusive ideas and voices
• Strengthen community bonds
• Educational opportunity
Arts Roundtable
• Starting Summer 2025
• Facilitates open dialogue
• Identifies community needs
• Provides a space for feedback
Event Support Funding
• SRTBIA Applications Close March 31
Online ads:
San Jose, Sacramento, SF, Seattle, Long Beach
Event managers, organziers, planners
• Community Promotions applications
open April 1 – May 15
Follow Santa Rosa Arts and Culture!
Facebook.com/srpublicarts
Instagram @srpublicart
SRCity.org/ARTS
9.6 Metrics and Indicators
36 (Economic
Dashboard)
2024 in review
38 Looking
ahead in
2025
Program Outcomes & Deliverables
40 Market
Comparisons
41 42
44 New
Regional
Indicators
Coming
45 46
47 48
9.7 Special Projects Update
49 Pop Up Program
50 Pedestrianization
51 Farmers Market
52 One Stop Shop
53 End New Business
54 10. Matters Held In Committee
55 11. Department Reports
56 12. Adjourn
57