QUARTERLYREPORTAPRIL 2026
E C O N O M I C D E V E L O P M E N T
T A B L E O F
C O N T E N T S
MISSION, VISION,
PURPOSE, & GOALS
12 3
14 7
17 8
20 WORKFORCE &
LABOR STATISTICS
COMMERCIAL REAL
ESTATE
INDICATORS
HOUSING DATA
COMMUNITY
PROFILE METRICS
BUSINESS &
DEVELOPMENT
INDICATORS
PROGRAM METRICS
TRANSPORTATION 22
ARTS, CULTURE, &
EVENTS 23
SOURCES &
DISCLAIMER 29
MESSAGE FROM
THE CHAIR
IMPLEMENTATION
PLAN
BUSINESS SUPPORT
4 5
27 MCROECONOMIC
OVERVIEW 6
LOCAL RECAP 15
RETAIL MARKET
OVERVIEW 11
S a n t a R o s a c o n t i n u e s t o d e m o n s t r a t e r e s i l i e n c e , i n g e n u i t y , a n d d e t e r m i n a t i o n c o l l e c t i v e l y t o f o s t e r a t h r i v i n g l o c a l e c o n o m y . T h i s Q u a r t e r l y E c o n o m i c D e v e l o p m e n t R e p o r t p r o v i d e s a n i n - d e p t h l o o k a t t h e l a t e s t t r e n d s a n d p e r f o r m a n c e i n d i c a t o r s s h a p i n g o u r c i t y ’ s u n i q u e e c o n o m i c l a n d s c a p e . I t e n c o m p a s s e s w o r k f o r c e s t a t i s t i c s , c o m m e r c i a l r e a l e s t a t e a c t i v i t y , h o u s i n g d a t a , c o m m u n i t y e v e n t s , a n d p r o g r a m u p d a t e s , o f f e r i n g a c o m p r e h e n s i v e u n d e r s t a n d i n g o f o u r s t r e n g t h s , c h a l l e n g e s , a n d g r o w t h o p p o r t u n i t i e s .
T h e r e p o r t ’ s p u r p o s e e x t e n d s b e y o n d p r e s e n t i n g d a t a ; i t c o n n e c t s t h e s e f i g u r e s t o t h e b r o a d e r n a r r a t i v e o f S a n t a R o s a ’ s e c o n o m i c f u t u r e . O u r c i t y ’ s v i t a l i t y d e p e n d s o n i n f o r m e d d e c i s i o n s g u i d e d b y r e a l d a t a , a l i g n e d w i t h t h e E c o n o m i c D e v e l o p m e n t S t r a t e g i c P l a n a d o p t e d b y t h e C i t y C o u n c i l i n 2 0 2 4 . K e y i n d i c a t o r s s u c h a s e m p l o y m e n t r a t e s , b u s i n e s s a c t i v i t y , d e v e l o p m e n t t r e n d s , a n d c u l t u r a l e v e n t s w h i l e o f f e r i n g a q u i c k s n a p s h o t o f h o w o u r c o m m u n i t y i s p e r f o r m i n g a n d w h e r e t a r g e t e d a c t i o n s c a n h a v e t h e g r e a t e s t i m p a c t .
T h e m e t r i c s y o u w i l l s e e h e r e a r e i n t e g r a l t o a c h i e v i n g t h e c i t y ’ s o v e r a r c h i n g g o a l s : f o s t e r i n g a s t r o n g , d i v e r s e e c o n o m y , c r e a t i n g q u a l i t y j o b s , e n s u r i n g h o u s i n g o p p o r t u n i t i e s a n d b u i l d i n g a c o m m u n i t y t h a t i s c o n n e c t e d , v i b r a n t , a n d i n c l u s i v e . E a c h c h a r t , t a b l e , a n d p r o g r a m h i g h l i g h t t h e r e i n i s p a r t o f a l a r g e r s t r a t e g i c e f f o r t t o p o s i t i o n S a n t a R o s a a s a h u b f o r i n n o v a t i o n , i n v e s t m e n t , a n d q u a l i t y o f l i f e . T h i s e n d e a v o r i s a c o l l a b o r a t i v e e f f o r t , i n v o l v i n g C i t y s t a f f , l o c a l b u s i n e s s e s , n o n p r o f i t o r g a n i z a t i o n s , e d u c a t i o n a l i n s t i t u t i o n s , a n d r e g i o n a l p a r t n e r s .
I w a n t t o a c k n o w l e d g e t h e d e d i c a t i o n o f o u r E c o n o m i c D e v e l o p m e n t s t a f f , t h e b u s i n e s s e s w h o c o n t i n u e t o i n v e s t h e r e , a n d t h e c o m m u n i t y m e m b e r s w h o s e e n g a g e m e n t k e e p s o u r p r i o r i t i e s f o c u s e d a n d r e l e v a n t . Y o u r c o m m i t m e n t d r i v e s t h e p r o g r e s s r e f l e c t e d i n t h e s e p a g e s . T o g e t h e r , w e a d v a n c e i n i t i a t i v e s t h a t s t r e n g t h e n n e i g h b o r h o o d s , e n h a n c e i n f r a s t r u c t u r e , a n d c r e a t e o p p o r t u n i t i e s f o r a l l r e s i d e n t s .
A s C h a i r o f t h e C i t y C o u n c i l ’ s E c o n o m i c D e v e l o p m e n t S u b c o m m i t t e e , I a f f i r m o u r c o m m i t m e n t t o a d v a n c i n g t h e c o u n c i l - a d o p t e d E c o n o m i c D e v e l o p m e n t S t r a t e g y t r a c k i n g p r o g r e s s w i t h t r a n s p a r e n c y a n d i n t e n t . T h i s r e p o r t s e r v e s b o t h a s a c h e c k p o i n t a n d a r o a d m a p , e n s u r i n g a l i g n m e n t w i t h o u r g o a l s a n d a d a p t a b i l i t y t o e v o l v i n g c o n d i t i o n s . T h a n k y o u f o r c o n t r i b u t i n g t o o u r c o l l e c t i v e e f f o r t m a k i n g S a n t a R o s a a c i t y w h e r e b u s i n e s s e s t h r i v e , r e s i d e n t s p r o s p e r , a n d o u r f u t u r e r e m a i n s b r i g h t .
MESSAGE
FROM THE
CHAIR
JEFF OKREPKIE
VICE MAYOR - DISTRICT 6
ECONOMIC DEVELOPMENT SUBCOMMITTEE CHAIR
3 4
5 As 2026 began, the US economy had slower job growth in 2025 than in previous years since the pandemic's end; only 116,000 new jobs (+0.07% growth from 2024) were added according to the Bureau of Labor Statistics (https://www.bls.gov). In 2024, 1,459,000 more workers were hired than in 2023. Economists expected slower growth in 2025 generally for three reasons: (1) the American economy has been expanding beyond the pre-pandemic level for three years now, and wages have increased alongside of jobs growth; (2) an enhanced tariff environment increased costs of living and doing business; and (3) immigration enforcement directly or indirectly changed available labor resources and the types of jobs available not necessarily matching the available workers looking for work. Tariffs’ inflationary effects have been somewhat small in net and hotly debated. The short-term effects of tariffs may have altered inflation’s slow descent since 2023, affecting the costs of what we buy at home across a broad range of goods rather than causing a surge in prices. The federal government’s debt outlook has left bond markets somewhat concerned about longer-term interest rates, shifting interest rates generally due to yet another forecasted enhancement of inflation for the American economy.
What the combination of slower job growth and slightly rising prices has done is create a difficult puzzle for the Federal Reserve to solve.
Since 2024, interest rates have been slowly moving lower as recent peaks driven by inflation and policy aimed at slowing price growth have eased, and policymakers have sought a “soft landing” after the pandemic's roller coaster. Geopolitical concerns in early 2026 have now made the outlook for inflation cloudier and driven short-term interest rates higher.
For California, job growth was slower than the national average, adding only 57,000 new jobs (in 2023, over 137,000 new workers were hired). Still, forecasts suggest that the state's economy will continue to create jobs and raise average incomes by 2030. Healthcare and jobs at hotels and restaurants led the way for 2025 in terms of additional hiring. Construction, manufacturing, retail, and warehousing/logistics jobs all had little change or saw reduced hiring. California ended 2025 with a seasonally adjusted 5.5 percent unemployment rate, the highest among all 50 states, according to the federal Bureau of Labor Statistics and California Employment Development Department (California EDD) labor market information data as of the end of 2025 (see https://labormarketinfo.edd.ca.gov/data/lmi-by-subjects.html for more).
Sonoma County’s labor market saw little jobs growth in 2025. California EDD data suggest that Sonoma County increased hiring by only 217 people in 2025 based on monthly average hiring throughout 2025. Healthcare, like the state, was the main hiring industry, while retail hiring also increased. Manufacturing, state government, and construction also experienced modest hiring reductions. Sonoma County, which historically remains about one percentage point below the statewide unemployment rate, is at 4.5 percent after seasonal adjustments.
Sonoma County’s economy tends to follow the statewide economy closely, as the two economies' industry diversity is similar. In Sonoma County, industries that have seen some reductions comparing 2024 and 2025 include:
Construction, -3.8% fewer workers in 2025 than in 2024; Restaurants, -3.25%
Professional services, -2.5%
Manufacturing, -0.9%
Healthcare jobs continues to grow countywide, alongside statewide and regional growth otherwise, at +4.4 percent more jobs in 2025 compared to 2024. In contrast, jobs in agriculture fell by 4.3 percent in Sonoma County; some of that change is likely generational transition and wine-industry reductions in vineyard acreage and wine production.
MACROECONOMIC
OVERVIEW FOR
SANTA ROSA
APRIL 2026
PROVIDED BY DR. ROBERT EYLER
6 S a n t a R o s a ’ s u n e m p l o y m e n t r a t e i n c r e a s e d s l i g h t l y t o 4 . 2 p e r c e n t a s 2 0 2 5 e n d e d . N e w w a g e d a t a f o r 2 0 2 6 b y c o u n t y i s c o m i n g i n Q 2 2 0 2 6 , b u t w a g e s i n S a n t a R o s a a r e l i k e l y t o o u t p a c e t h e n a t i o n a l a n d s t a t e w i d e a v e r a g e s .
S a n t a R o s a i s t h e m o s t d i v e r s e c i t y i n S o n o m a C o u n t y i n t e r m s o f d e m o g r a p h i c s a n d j o b s , a n d t h e l a r g e s t m u n i c i p a l i t y a n d j o b m a r k e t b e t w e e n t h e G o l d e n G a t e B r i d g e a n d S a c r a m e n t o t o E u g e n e , O r e g o n . T h e s e d a t a s h o w t h a t P e t a l u m a h a s s l i g h t l y l o w e r u n e m p l o y m e n t r a t e s , p e r h a p s d u e t o r e s i d e n t i a l j o b s a n d t h e i r c o n n e c t i o n s t o M a r i n C o u n t y ’ s a n d t h e c o r e B a y A r e a ’ s l a b o r m a r k e t s ( e . g . , S a n F r a n c i s c o ) . I t i s a l s o i m p o r t a n t t o r e m e m b e r t h a t S a n t a R o s a ’ s u n e m p l o y m e n t r a t e i s a b o u t S a n t a R o s a r e s i d e n t s , n o t i t s l o c a l e m p l o y e r s a n d t h e i r h i r i n g . A c c o r d i n g t o t h e C e n s u s B u r e a u ’ s L o n g i t u d i n a l E m p l o y m e n t a n d H o u s i n g D a t a b a s e ( L E H D , s e e h t t p s : / / o n t h e m a p . c e s . c e n s u s . g o v / f o r m o r e ) , j u s t o v e r 3 5 p e r c e n t o f S a n t a R o s a r e s i d e n t s a l s o w o r k i n S a n t a R o s a i n 2 0 2 3 ( t h e l a t e s t d a t a a v a i l a b l e ) .
A n a l y s i s p r o v i d e d b y D r . R o b e r t E y l e r
WORKFORCE AND
LABOR STATISTICS
Sonoma County, March 2026
Average Salary: $64,201
Santa Rosa, March 2026
Average Salary: $61,235
Average Hourly Wage: $29
U N E M P L O Y M E N T R A T E
W A G E M E T R I C S
7 R e t a i l
S o u r c e : C o S t a r
COMMERCIAL REAL
ESTATE INDICATORS
T R E N D I N G V A C A N C Y R A T E S - R E T A I L 8 The Santa Rosa retail submarket has a vacancy rate of 5.8% as of the first quarter of 2026. Santa Rosa's vacancy rate of 5.8% compares to the submarket's five-year average of 4.3% and the 10-year average of
3.6%. Overall submarket vacancy is forecast to end 2026 at 6.0%. Among the retail subtypes, neighborhood center vacancy stands at 7.1%, power center vacancy is 0.7%, strip center vacancy is 3.6%, mall vacancy is 4.7%, and general retail vacancy is 6.4%. The Santa Rosa retail submarket has roughly 750,000 SF of space listed as available, for an availability rate of 6.7%.
The Santa Rosa Submarket is within Santa Rosa city limits, and “Santa Rosa” is Sonoma County limits, or the Santa Rosa area market.
T h e S a n t a R o s a i n d u s t r i a l s u b m a r k e t h a s a v a c a n c y r a t e o f 8 . 8 % a s o f t h e f i r s t q u a r t e r o f 2 0 2 6 . S a n t a R o s a ' s v a c a n c y r a t e o f 8 . 8 % c o m p a r e s t o t h e s u b m a r k e t ' s f i v e - y e a r a v e r a g e o f 5 . 8 % a n d t h e 1 0 - y e a r a v e r a g e o f 4 . 8 % . O v e r a l l s u b m a r k e t v a c a n c y i s f o r e c a s t t o e n d 2 0 2 6 a t 8 . 8 % . T h e S a n t a R o s a i n d u s t r i a l s u b m a r k e t h a s r o u g h l y 1 . 1 m i l l i o n S F o f s p a c e l i s t e d a s a v a i l a b l e , f o r a n a v a i l a b i l i t y r a t e o f 8 . 8 % . A s o f t h e f i r s t q u a r t e r o f 2 0 2 6 , t h e r e i s n o i n d u s t r i a l s p a c e u n d e r c o n s t r u c t i o n i n S a n t a R o s a .
T R E N D I N G V A C A N C Y R A T E S - I N D U S T R I A L The Santa Rosa office submarket has a vacancy rate of 7.5% as of the first quarter of 2026. Santa Rosa's vacancy rate of 7.5% compares to the submarket's five-year average of 7.4% and the 10-year average of
5.9%. Overall submarket vacancy is forecast to end 2026 at 7.6%. The Santa Rosa office submarket has roughly 830,000 SF of space listed as available, for an availability rate of 8.5%. As of the first quarter of 2026, there is no office space under construction in Santa Rosa.
T R E N D I N G V A C A N C Y R A T E S - O F F I C E R e t a i l
S o u r c e : C o S t a r
COMMERCIAL REAL
ESTATE INDICATORS
M A R K E T R A T E S - O F F I C E
Average rents in Santa Rosa are roughly $25.00/SF, compared to the wider Santa Rosa market average of $26.00/SF. Estimated office market pricing in Santa Rosa is $211/SF compared to the market average of $214/SF. Average market pricing for Santa Rosa is estimated at $220/SF for 4 & 5 Star properties, $205/SF for 3 Star assets, and $217/SF for 1 & 2 Star buildings.
M A R K E T R A T E S - R E T A I L
9 Market rents in Santa Rosa are $30.00/SF. Rents have changed by 2.2% year-over-year in Santa Rosa, compared to a change of 1.4% across Santa Rosa as a whole. Estimated retail market pricing in Santa Rosa is $283/SF compared to the market average of $293/SF. Average market pricing for Santa Rosa is estimated at $260/SF for neighborhood center properties, $261/SF for power center properties, $280/SF for strip center properties, $250/SF for mall properties, and $310/SF for general retail properties.
M A R K E T R A T E S - I N D U S T R I A L
Market rents in Santa Rosa are $16.30/SF. Rents average around $15.50/SF for logistics buildings, $17.60/SF for flex properties, and $16.90/SF for specialized assets. Estimated industrial market pricing in Santa Rosa is $219/SF compared to the market average of $215/SF. Average market pricing for Santa Rosa is estimated at $210/SF for logistics properties, $240/SF for flex assets, and $210/SF for specialized buildings.
S o u r c e : C o S t a r
S T O R E F R O N T S P A C E -
D O W N T O W N
S A N T A R O S A
S o u r c e : C o S t a r
R e t a i l S p a c e - 1 9 v a c a n t r e t a i l p r o p e r t i e s f o r l e a s e i n t h e
d o w n t o w n a r e a . T h i s a c c o u n t s f o r l e s s t h a n 3 % o f a l l p r o p e r t i e s w i t h i n t h e b o u n d a r i e s o f t h e D o w n t o w n A c t i o n O r g a n i z a t i o n a n d t h e
R a i l r o a d S q u a r e A s s o c i a t i o n .
T h e S a n t a R o s a P l a z a M a l l a c c o u n t s f o r 1 8 % o f t h e d o w n t o w n r e t a i l
s p a c e i n t e r m s o f s q u a r e f o o t a g e .
COMMERCIAL REAL
ESTATE INDICATORS
10 R E T A I L S P A C E -
S A N T A R O S A
T h e r e a r e c u r r e n t l y 1 0 9 8 v a c a n c i e s i n a l l o f S a n t a R o s a . T h i s i n c l u d e s o v e r 6 5 6 , 0 0 0 s q u a r e f e e t o f v a c a n t r e t a i l s p a c e w i t h i n t h e C i t y . T h e r e a r e 7 3 7 v a c a n t i n d u s t r i a l p r o p e r t i e s a n d 9 4 2 o f f i c e p r o p e r t i e s .
R E T A I L M A R K E T O V E R V I E W - S A N T A R O S A
R E T A I L M A R K E T O V E R V I E W
11 The Santa Rosa retail market includes approximately 10.9 million square feet of inventory with no recent growth, a vacancy rate of 6.2% (up from 5.5%), and negative net absorption of about 75,800 square feet over the past 12 months, while asking rents increased to $29.98 per square foot.
Over the same period, sales activity totaled about $92 million across 31 transactions, with an average sale price of $281 per square foot, a cap rate of 6.5%, and properties selling at an average of 9.4% below asking price.
S o u r c e : C o S t a r
The vacancy rate in the Santa Rosa retail
market shows a gradual increase over the past
year, rising from approximately 5.5% to 6.2%.
The graph indicates a steady upward trend
with forecasts suggesting vacancy may
continue to increase slightly in the near term.
Net absorption in the Santa Rosa retail market
remains negative over the past year at
approximately -75,800 square feet. The graph
shows continued fluctuations below zero with
forecasts indicating absorption is expected to
remain negative in the near term.
Sales volume in the Santa Rosa retail market
shows variability over recent quarters, with
periods of higher activity followed by declines,
indicating fluctuating transaction levels. The
graph reflects these changes with no
consistent upward or downward trend over
time.
Market sale price per square foot remains
relatively stable, holding around the
high-$200 range with only minor fluctuations
across periods. The graph shows a largely flat
trend, indicating limited movement in pricing
on a per-square-foot basis.
H O U S I N G D A T A
New building permits (residential): 101
H O U S I N G C O N S T R U C T I O N
12 S o u r c e : s r c i t y . o r g / d a t a - d a s h b o a r d s - a n d - m a p s
S o u r c e : Z illo w
H O U S I N G D A T A
New building permits (non-residential): 6
H O U S I N G C O N S T R U C T I O N
13 F i n d m o r e C i t y d a t a d a s h b o a r d s a t i n s i g h t s . s r c i t y . o r g
C O M M U N I T Y P R O F I L E
M E T R I C S
H o u s e h o l d s i n S a n t a R o s a e a r n a m e d i a n y e a r l y i n c o m e o f $ 9 4 , 4 6 2 . 4 7 . 3 % o f t h e h o u s e h o l d s e a r n m o r e t h a n t h e n a t i o n a l a v e r a g e e a c h y e a r . H o u s e h o l d e x p e n d i t u r e s a v e r a g e $ 1 1 4 , 4 9 7 p e r y e a r . T h e m a j o r i t y o f e a r n i n g s g e t s p e n t o n T a x a n d R e t i r e m e n t , S h e l t e r , T r a n s p o r t a t i o n , G r o c e r y , a n d H e a l t h C a r e .
S o u r c e : C a l i f o r n i a B u s i n e s s a n d E c o n o m i c D e v e l o p m e n t
I N C O M E A N D S P E N D I N G
14 We looked at taxable sales and business licenses in the last quarter. Here we consider the data on income distribution and housing. The income distribution data shown above tells a story about local households in Santa Rosa and Sonoma County. The median household income of $94,462 is just below the income category with the largest volume of city households. After that range, the number of city households drops off quickly, and the number of households below that range (and, in essence, the median, which means the large portion of one-half of Santa Rosa’s households) generate less than $100,000 per year as a household. Inflation is a regressive tax; with little inflation relief in sight, its effects on retail spending and commercial real estate, along with increased credit risk as households consider borrowing to bridge short-term issues, can create greater economic risk for households below the median household income. This is not unique to Santa Rosa; such pressures on household budgets can affect commercial real estate (due to reduced demand for goods and services coming from those commercial tenants) and local housing markets.
Commercial real estate outlooks for Santa Rosa and Sonoma County are relatively stable, with national and global economic conditions providing some headwinds and interest rates falling from recent heights providing some tailwinds for reduced vacancy and property transactions. As geopolitical tensions continue, there may be further upward pressure on commercial vacancy, especially in retail spaces, as consumers consider how higher gas prices act as a shock to household budgets.
Housing markets remain stable and are forecast to deliver similar results through the end of 2026 as of March 2026.
Home prices in Sonoma County were estimated to have fallen by 2.8 percent in 2025, and in Santa Rosa fell by 2.9 percent. Since 2019, Santa Rosa’s median home prices have been estimated to have increased by 14 percent or about $85,000. This growth has been relatively low statewide since 2019, though it started at higher levels than in other parts of California. With so much economic and labor-market uncertainty, it may be easy to ask why housing markets have not seen more downward pressure after the first half of the 2020s, which provided large returns to homeowners. One answer lies in the fact that there has not been a general labor market shock since 2009 and 2010 that was not policy- created. Housing and labor markets tend to be closely tied; during a recession, some homeowners, as a result of job loss, consider selling their homes to create liquidity and remove the carrying costs of homeownership. For Santa Rosa, home rental prices increased by only 0.3 percent in 2025, with a median of $2,550 per month as the year ended.
L O C A L R E C A P
APRIL 2026
PROVIDED BY
DR. ROBERT
EYLER
15 Home rental prices may have more support because the movement of people may not leave the area, allowing the housing market to try to wait out the recession without a full uprooting. Second, a rare phenomenon in housing markets took place when interest rates fell sharply. A refinancing and purchase boom happened simultaneously without a large supply of housing becoming available at any point. This created more demand than supply and lower average mortgage rates. This “lock-in” effect, where many homeowners have relatively low mortgage rates, means homeowners are hesitant to move, or even to move up, due to the cost shock of a higher interest rate. These, in tandem, alongside labor market stability, create a supported housing market. Rental markets continue to see increases generally. Regionally, rents have increased by two to four percent per year since 2019 (again, thinking of when a major economic shock created a benchmark year and also changed markets), pressuring wage levels and the general cost of living in Santa Rosa and throughout Sonoma County. As interest rates have slowly fallen from recent 2023 highs, renters have stronger incentives to consider homeownership, but the number of available units remains relatively low.
Things to Watch:
As of March 2026, the dominant economic news is conflict in the Middle East and how its spread or conclusion will affect the US economy. For Santa Rosa, as we get closer to tourist and driving seasons, and as we are watching what is happening with building permits and construction citywide, some things to watch include:
Continued downward pressure on taxable sales, outside of fuel stations, due to elevated gasoline prices; Continued concern over tourism in Sonoma County overall and the wine industry’s short-term outlook; Small business and lower- to middle-income household budget crunches as increased gas prices (and higher costs due to tariffs and a warm labor market) act as regressive taxes; Interest rate outlooks are starting to move toward fewer rate cuts from the Federal Reserve than originally expected, and longer-term lending markets are beginning to see rates rising again.
L O C A L R E C A P
S o u r c e : C a l i f o r n i a B u s i n e s s a n d E c o n o m i c D e v e l o p m e n t 16 APRIL 2026
PROVIDED BY DR. ROBERT EYLER
B U S I N E S S A N D
D E V E L O P M E N T
I N D I C A T O R S
B U S I N E S S L I C E N S E S
17 Trade, Transportation &
Utilities
Healthcare & Social
Assistance
Retail Trade
Leisure & Hospitality
Manufacturing
Accommodation & Food
Services
Construction
Nurse Practitioners
Physician Assistants
Solar Photovoltaic Installers
Medical & Health Services Managers
Home Health & Personal Care Aides
Data Scientists
Information Security Analysts
Mental & Behavioral Health Occupations
Professional & Business Services
Scientific & Technical Services
Management of Companies & Enterprises
Administrative & Support Services
Waste Management & Remediation (Administrative &
Support category)
Healthcare & Health Services
Advanced & Sustainable Manufacturing
Clean Energy & Climate Tech
Information Security, Software & Data Science
Behavioral & Community Health Services
Childcare & Early Childhood Education
Tourism, Culinary Arts & Experience Economy
Professional & Financial Services
Entertainment-Focused Retail
Food & Beverage Production
S o u r c e : B u s i n e s s R e c r u i t m e n t P l a n - T a r g e t I n d u s t r i e s R e p o r t
B U S I N E S S A N D
D E V E L O P M E N T
I N D I C A T O R S
T O P E M P L O Y M E N T
S E C T O R S
H I G H G R O W T H
O C C U P A T I O N S
18 I N D U S T R Y S E C T O R S W I T H
A B O V E - A V E R A G E
U N E M P L O Y M E N T ( > 4 % )
S A N T A R O S A ’ S R E C O M M E N D E D
T A R G E T I N D U S T R I E S F O R
R E C R U I T M E N T
Name Category Opened
(Month/Year) Address
Dave & Buster’s Entertainment / Dining
Jan 2026 1071 Santa Rosa Plaza, Santa Rosa, CA
95401
Blue Bottle Coffee Coffee / Café
Jan 2026 731 Village Ct, Montgomery Village,
Santa Rosa, CA 95405
Apple Store Retail (Electronics)
Jan 2026 733 Village Ct, Montgomery Village,
Santa Rosa, CA 95405
FP Movement Retail (Activewear)
Jan 2026 725 Village Ct, Montgomery Village,
Santa Rosa, CA 95405
Club Pilates Fitness
Jan 2026 Montgomery Village, Santa Rosa, CA
95405
Tortilleria La Loteria Food Production
Jan 2026 Stony Point Rd, Santa Rosa, CA (mobile
– exact TBD)
The Junction Restaurant / Bar
Mar 2026 1011 Calistoga Rd, Santa Rosa, CA
95404
Ume Tea Beverage / Tea Shop
Oct 2025 Santa Rosa Plaza, Santa Rosa, CA
95401 (suite TBD)
Family City Retail (Gifts/Toys)
Oct 2025 Santa Rosa Plaza, Santa Rosa, CA
95401
Kawaii Klaws Entertainment / Retail
Dec 2025 Santa Rosa Plaza, Santa Rosa, CA
95401
Sweetgreen Restaurant
Nov 2025 2320 Midway Dr, Santa Rosa, CA 95405
Vuori Retail (Activewear)
Nov 2025 2040 Santa Rosa Plaza, Santa Rosa, CA
95401
Bluemercury Retail (Beauty)
Nov 2025 2050 Santa Rosa Plaza, Santa Rosa, CA
95401
Free People Retail (Clothing)
Nov 2025 2050 Santa Rosa Plaza, Santa Rosa, CA
95401
Fieldwork Brewing Co. Brewery / Taproom
Nov 2025 120 5th St, Santa Rosa, CA 95401
B U S I N E S S &
D E V E L O P M E N T
I N D I C A T O R S
N E W B U S I N E S S H I G H L I G H T S
B U S I N E S S E S C L O S E D
C o u n t y - w i d e
D a t e R a n g e : N o v e m b e r 2 0 2 5 - M a r c h 2 0 2 6 19 S a n t a R o s a
D a t e R a n g e : N o v e m b e r 2 0 2 5 - M a r c h 2 0 2 6
N O N E
P R O G R A M M E T R I C S
E C O N O M I C C O N D I T I O N S - U N I T E D S T A T E S 20 Compared to the third quarter, the deceleration in real GDP in the fourth quarter reflected downturns in government spending and exports and a deceleration in consumer spending that were partly offset by an acceleration in investment. The decrease in imports was smaller than in the previous quarter.
Real final sales to private domestic purchasers, the sum of consumer spending and gross private fixed investment, increased 1.9 percent in the fourth quarter, revised down 0.5 percentage point from the previous estimate.
The price index for gross domestic purchases increased 3.8 percent in the fourth quarter, revised up 0.1 percentage point from the previous estimate. The personal consumption expenditures (PCE) price index increased 2.9 percent, the same as previously estimated. Excluding food and energy prices, the PCE price index increased 2.7 percent, also the same as previously estimated.
P R O G R A M M E T R I C S
R E G I O N A L E C O N O M I C C O N D I T I O N S - S O N O M A C O U N T Y 21 E C O N O M I C C O N D I T I O N S - C A L I F O R N I A California’s economy is expected to outperform the national economy in 2026, driven largely by growth in the tech sector and the ongoing Artificial Intelligence boom, which will support business investment and high-income consumer spending. Despite this strength, challenges remain, including high business costs, slow population growth, and a softer labor market, though conditions are expected to improve later in the year. Tourism is projected to rebound, housing activity will be mixed, and income growth should benefit from tax changes—particularly for higher-income households.
S o n o m a C o u n t y h a d t h e n i n t h - l o w e s t u n e m p l o y m e n t r a t e ( 4 . 1 p e r c e n t ) o f C a l i f o r n i a c o u n t i e s i n 2 0 2 4 . S o n o m a C o u n t y ’ s m e d i a n p r i c e o f a s i n g l e - f a m i l y h o m e w a s $ 8 3 9 , 0 0 0 i n 2 0 2 4 , s l i g h t l y l e s s t h a n t h e s t a t e w i d e a v e r a g e p r i c e o f $ 8 6 7 , 0 0 0 f o r t h e s a m e p e r i o d . I t c o s t s a b o u t $ 1 0 , 0 0 0 a m o n t h ( $ 1 2 0 , 1 0 0 a y e a r ) f o r a f a m i l y o f t h r e e t o l i v e i n t h e c o u n t y , a b o u t t e n p e r c e n t m o r e t h a n t h e s t a t e w i d e a v e r a g e , a n d a b o u t 1 . 5 t i m e s t h e c o s t o f I m p e r i a l a n d K e r n c o u n t i e s , t h e c h e a p e s t i n C a l i f o r n i a , w i t h a c o s t o f a b o u t $ 6 , 7 0 0 a m o n t h .
Source: C alifornia B usiness and Econom ic D evelopm ent
T R A N S P O R T A T I O N
22 Using averages, employees in Santa Rosa, CA have a shorter commute time (22.9 minutes) than the normal US worker (26.4 minutes). Additionally, 3.22% of the workforce in Santa Rosa, CA have "super commutes" in excess of 90 minutes. In 2024, 71.4% of workers in Santa Rosa, CA drove alone to work, followed by those who worked at home (11.5%) and those who carpooled to work (11.4%).
S o u r c e : D a t a U S A , S a n t a R o s a
F I L M S A N T A R O S A
A R T S , C U L T U R E , & E V E N T S
23 February 2026 marked the official launch of
Film Santa Rosa, a new initiative under the
City’s Arts & Culture program designed to
position Santa Rosa as a premier, film-friendly
destination in Northern California.
Film Santa Rosa offering concierge-style
support that includes location scouting
assistance, streamlined permitting,
coordination with City departments, and
connections to local businesses and talent.
The program highlights Santa Rosa’s diverse
filming assets, from historic architecture and
vineyards to urban corridors, civic spaces, and
over 1,000 acres of parks.
A key milestone in the launch was the Film
Santa Rosa Mixer held on February 27, 2026, in
partnership with Bay Area Film Mixer| North.
The event was hosted at La Rosa, with
approximately 200+ in attendance.
Outcomes and Impact:
Strong attendance from regional
filmmakers, producers, and industry
professionals
Increased awareness of Santa Rosa as a
viable and film-friendly production hub
Direct engagement with local businesses
and property owners interested in serving
as film locations
Strengthened partnerships with regional
film organizations and tourism
stakeholders
Immediate follow-up inquiries for scouting
and potential productions
This successful launch event established
momentum for the Film Santa Rosa program
and laid the groundwork for continued
industry engagement, marketing, and long-
term economic development through film
production attractions.
Location video and information at
www.srcity.org/FILM
A R T S , C U L T U R E , & E V E N T S
24 N A T I O N A L A R T S P R O G R A M
The City of Santa Rosa proudly hosted the 23rd
Annual National Arts Program Exhibition, celebrating
the creativity and talent of artists across the
community. This year’s exhibition featured 176 artists, representing a wide range of ages, backgrounds, and
experience levels, from first-time exhibitors to
established artists.
The public reception held on March 15, 2026, at the
Finley Community Center brought together artists,
families, and community members to recognize
outstanding work across multiple categories,
including youth, teen, amateur, intermediate, and
professional levels.
Program Highlights and Impact:
Inclusive participation across all ages and skill
levels, reinforcing Santa Rosa’s commitment to
accessible arts programming
Strong community turnout at the reception,
fostering civic pride and cultural connection
Recognition of emerging artists, particularly in
youth and teen categories, many of whom
exhibited publicly for the first time
Continued partnership with Rileystreet Art Supply
as a valued community sponsor
The National Arts Program remains a cornerstone of
Santa Rosa’s cultural programming, supporting
creative expression while strengthening community
identity and engagement through the arts
Facebook performance saw a major surge, reaching over 92K views (+666%), driven largely by non-followers, with notable spikes in mid-February and early March alongside strong increases in engagement and watch time despite no 1-minute views.
S O C I A L M E D I A - S R A R T S & C U L T U R E
A R T S , C U L T U R E , & E V E N T S
25 W E B S I T E A N A L Y T I C S
Film Santa Rosa’s page metrics show
substantial growth following its launch in
November. Users reached 350, views
totaled 615, and tracked interactions
(event count) reached 2,207, indicating
strong overall engagement with the page.
I n s t a g r a m p e r f o r m a n c e s h o w s 1 6 . 9 K t o t a l v i e w s ( + 1 6 . 4 % ) , w i t h k e y s p i k e s i n m i d - F e b r u a r y a n d e a r l y M a r c h d r i v i n g r e s u l t s .
G r o w t h w a s p r i m a r i l y d r i v e n b y n o n - f o l l o w e r s ( + 1 0 4 . 5 % ) , i n d i c a t i n g e x p a n d e d r e a c h b e y o n d y o u r e x i s t i n g a u d i e n c e d e s p i t e a d e c l i n e i n f o l l o w e r v i e w s .
A R T S , C U L T U R E , & E V E N T S
26 S P E C I A L E V E N T S
T h i s q u a r t e r , t h e C i t y s t r e n g t h e n e d i t s e v e n t p e r m i t t i n g c a p a c i t y b y h i r i n g a f u l l - t i m e s t a f f m e m b e r d e d i c a t e d t o s u p p o r t i n g s p e c i a l e v e n t , f i l m , a n d b l o c k p a r t y p e r m i t s .
I n a d d i t i o n , a l l p e r m i t t i n g p r o c e s s e s w e r e t r a n s i t i o n e d t o a f u l l y o n l i n e s y s t e m , i m p r o v i n g a c c e s s i b i l i t y , s t r e a m l i n i n g a p p l i c a t i o n g u i d e l i n e s , a n d i n c r e a s i n g e f f i c i e n c y f o r b o t h a p p l i c a n t s a n d i n t e r n a l d e p a r t m e n t a l r e v i e w .
From January through March, the City issued 4 Special Event Permits and 1 Film Permit, with approximately 30 additional special event applications currently in progress.
Notable permitted activities this quarter included the St. Patrick’s Day 5K, Pliny the Younger release, a Cooperage Brewing event, and a commercial film shoot at 7th and 3rd Streets.
Note: Special Event Permit totals do not include events held within City parks.
Arts & Culture page metrics show moderate growth compared to last quarter. Users increased from 653 to 879, views rose from 989 to 1,241, and tracked interactions (event count) grew from 3,107 to 3,866, indicating a steady increase in overall engagement.
W E B S I T E A N A L Y T I C S
B U S I N E S S S U P P O R T
O N E S T O P S H O P S U R V E Y R E S U L T S
27 As our Virtual One Stop Shop project develops, our team conducted an online survey to seek input from the local business community to help us understand the experiences, challenges, and priorities when doing business in Santa Rosa. The feedback received will guide the design and content of the Virtual One-Stop Shop, ensuring it reflects the real needs of our business community and strengthens how the City supports local economic growth. A snapshot of some of the survey results are below.
BUSINESS SUPPORT
28 B U S I N E S S C O N C I E R G E P R O G R A M
Launching, relocating, or expanding a business can be a daunting process for small businesses, entrepreneurs, and even experienced professionals. The City of Santa Rosa Business Concierge Program provides business owners with the expertise and support they need to succeed. Administered by the Small Business Ombudsman and overseen by the Chief Economic Development Officer and the Planning and Economic Development Director, this program offers assistance in areas such as location selection, business planning, technical support, securing financing, obtaining the necessary permits and licenses to open your doors, and facilitating the resolution of any issues that arise during the construction process. More information: srcity.org/starting-a-business You can view a report of the success of the first six months of the program online here: srcity.org/Initiatives#EconDev
O N E S T O P S H O P & B U S I N E S S L O U N G E What is the One-Stop Shop?
The One-Stop Shop Business Center serves as a resource hub where local businesses and entrepreneurs can schedule time with advisors, consultants, or city staff. Whether seeking financing options, navigating permitting and licensing, or receiving technical assistance with planning, this space is designed to provide hands-on business support in a comfortable, welcoming setting.
You can now schedule in person appointments with our Small Business Ombudsman online at srcity.org/EconDevBCP
A complementary online business portal will also feature:
Key performance indicators and econometric data on Santa Rosa’s economy Virtual tools and resources for new and expanding businesses Guides to city services and business development opportunities
A Welcoming Space for Businesses & Community
Designed in a work café style, the new space features lounge seating and tables to foster collaboration and conversation. To enhance the atmosphere, the space includes plants—creating a healthier, oxygenated environment— and a rotating digital and physical display of public art from the city’s collection.
Located at City Hall, 100 Santa Rosa Avenue, Room 6, By Appointment Only.
S O U R C E S & D I S C L A I M E R
29 State of California Department of Finance
Bureau of Economic Analysis
City of Santa Rosa Insights
Bureau of Labor Statistics
Employment Development Department
OEWS Employment and Wage Statistics
Keegan & Coppin
CoStar
Zoom Prospector
ZipRecruiter
Zillow
Comercia
Real Estate News
Italicized interpretation provided by Dr. Robert Eyler, Economist of Sonoma State University
R E S O U R C E S
D I S C L A I M E R
This report is provided by the City of Santa Rosa Economic Development Division as a compilation of general market and economic data, along with key local performance indicators, gathered from a variety of public and private sources. While City staff review and vet the information for relevance and consistency, the City of Santa Rosa does not independently produce the underlying data and therefore cannot attest to the methodologies used, nor guarantee the accuracy, completeness, or timeliness of the information presented.
Data contained in this report is subject to revision or update by the original sources at any time, and figures may differ from other publications or subsequent releases. Most data is historical in nature and reflects past conditions; it should not be relied upon as a forecast or guarantee of future economic performance. Users of this report are encouraged to consult the original sources for additional context, methodology, and the most current information available.
B I O G R A P H Y O F D R . E Y L E R
Dr. Robert Eyler is President of Economic Forensics and Analytics, specializing in public policy analysis for firms and governments. He is also Professor of Economics at Sonoma State University. He earned a Ph.D. from the University of California, Davis and a B.A. in Economics at CSU, Chico. Robert has been a visiting scholar at both the University of Bologna and Stanford University. He is often called up by the media for his expertise, provides economic impact analyses for both private firms and public entities to help guide public policy, and acts as an expert witness and forensic economist mainly for wine industry clients. Dr. Eyler has worked extensively with dozens of private-sector clients, cities, counties, statewide, and national organizations on economic and workforce development.