Downtown Visitation – July & August 2026
Purpose
The Economic Development Division uses Placer.ai location analytics to monitor visitation patterns and trends in Downtown Santa Rosa. This report provides a year-over-year comparison of Downtown visitation for July and August 2026 compared with the same months in 2025.
Placer.ai data provides estimates based on location analytics and is best used to understand visitation patterns and trends rather than as an exact attendance count.
Understanding the Placer.ai Metrics
Metric What it Means
Out-ofMarket
Visitors
Unique visitors whose home location is outside the defined market area.
NonResident
Visits
Total visits made by people who do not live within the Downtown area.
Unlike “visitors,” which refers to people, this metric counts visits, meaning one person can generate multiple visits during the month.
Extended
Workforce
People who work within the area but live elsewhere.
Daytime
Population
The estimated population present in the area during the day, reflecting people who live and/or work in the area. This provides a picture of Downtown’s typical daytime population base.
Key Findings
• Downtown visitation increased year-over-year in both July and August 2026. • July experienced modest growth, with out-of-market visitors increasing 0.8% and non-resident visits increasing 1.8% compared with July 2025. • August experienced stronger growth, with out-of-market visitors increasing 2.4% and non-resident visits increasing 4.5% compared with August 2025. • Several major Downtown destinations experienced increased visitation in August, most notably Old Courthouse Square (+68.8%) and Roxy Stadium 14 (+27.0%) compared with August 2025.
July Downtown Visitation
July 2025 vs. July 2026
Metric July 2025 July 2026 YoY Change
Out-of-Market Visitors 460.7K 464.3K +0.8%
Non-Resident Visits 1.1M 1.1M +1.8%
Extended Workforce 10.8K 10.7K -1.5%
Daytime Population 14.5K 14.5K No change
July 2026 experienced modest year-over-year growth in Downtown visitation. Out-ofmarket visitors increased from approximately 460.7K to 464.3K, while non-resident visits increased 1.8%. Daytime population remained stable at 14.5K, while the extended workforce decreased slightly.
July 2026 Overview
Santa Rosa Plaza remained the most visited Downtown destination in July 2026, with 324.5K visits, followed by Roxy Stadium 14 (45.3K), Old Courthouse Square (42.5K), Dave & Buster's (41.2K), and 7-Eleven (31.7K).
Performance among individual destinations was mixed compared with July 2025. Santa Rosa Plaza increased from 312.5K to 324.5K visits (+3.8%), while Roxy Stadium 14 decreased from 53.9K to 45.3K (-16.0%) and Old Courthouse Square decreased from
46.1K to 42.5K (-7.8%). Dave & Buster's also emerged among the top Downtown destinations in July 2026.
Friday was the strongest average day of the week in July 2026, followed by Wednesday and Saturday. Downtown activity generally increased throughout the morning and remained strongest from approximately midday through early evening.
July Takeaway: Overall, July 2026 showed modest improvement in Downtown visitation compared with July 2025. The primary visitor metrics increased, while daytime population remained stable. However, visitation growth varied among individual Downtown destinations.
August Downtown Visitation
August 2025 vs. August 2026
Metric August 2025 August 2026 YoY Change
Out-of-Market Visitors 489.7K 501.2K +2.4%
Non-Resident Visits 1.1M 1.2M +4.5%
Extended Workforce 10.8K 10.5K -2.6%
Daytime Population 14.5K 14.5K No change
August 2026 experienced stronger year-over-year visitation growth. Out-of-market visitors surpassed half a million, reaching 501.2K, while non-resident visits reached approximately 1.2 million. These represent year-over-year increases of 2.4% and 4.5%, respectively. Daytime population remained stable, while the extended workforce decreased 2.6%.
August 2026 Overview
Santa Rosa Plaza remained the most visited Downtown destination with 359.5K visits, followed by Roxy Stadium 14 (50.3K), Old Courthouse Square (44.9K), Dave & Buster's (41.6K), and 7-Eleven (30.6K).
Several major Downtown destinations experienced notable year-over-year increases.
Santa Rosa Plaza increased approximately 1.9%, from 352.7K to 359.5K visits. Roxy Stadium 14 increased approximately 27.0%, from 39.6K to 50.3K visits.
The most significant increase among the major Downtown destinations occurred at Old Courthouse Square, which increased from 26.6K visits in August 2025 to 44.9K in August 2026. This represents approximately 18,300 additional visits, or a 68.8% yearover-year increase. Dave & Buster's was also the fourth most visited Downtown destination during the month, with 41.6K visits.
Saturday was the strongest average day of the week in August 2026, followed by Friday and Wednesday. Similar to July, activity increased throughout the morning and remained elevated from approximately midday through early evening.
August Takeaway: August 2026 showed clear year-over-year growth in Downtown visitation, with increases in both primary visitor metrics and several major Downtown destinations. Growth at Old Courthouse Square and Roxy Stadium 14 was particularly notable.
Overall Trend
Downtown Santa Rosa experienced year-over-year visitation growth during both July and August 2026. July recorded modest increases, with out-of-market visitors up 0.8% and non-resident visits up 1.8%. August experienced stronger gains, with out-of-market visitors up 2.4% and non-resident visits up 4.5%.
Overall, the data indicates continued positive visitation trends Downtown, particularly among visitors coming from outside the immediate area. August's results were especially positive, with growth in the overall visitor metrics accompanied by increased visitation at several major Downtown destinations.
Placer.ai
00 Placer.ai
July 2025 - Downtown
Santa Rosa
Jul 1 - Jul 31, 2025
Market:
DS Downtown Santa Rosa
District Santa Rosa. CA
101
(12 (12
Roseland
Redwood Hy
101
1,000 ft
Ciryof Santa Rosa
Mapbox OpenStreetMap Improve this map
July 2025 - Downtown Santa Rosa
Jul 1 - Jul 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 2 / 5 July 2025 - Downtown Santa Rosa
Jul 1 - Jul 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 3 / 5 July 2025 - Downtown Santa Rosa
Jul 1 - Jul 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 4 / 5 July 2025 - Downtown Santa Rosa
Jul 1 - Jul 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 5 / 5 Placer.ai
Placer.ai
July 2026 - Downtown
Santa Rosa
Jul 1 - Jul 31, 2026
Market:
DS Downtown Santa Rosa
District Santa Rosa, CA
101
12 (12
Roseland
Redwood Hy
101
1,000 ft
Ciryof Santa Rosa
Mapbox OpenStreetMap Improve this map
July 2026 - Downtown Santa Rosa
Jul 1 - Jul 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 2 / 5 July 2026 - Downtown Santa Rosa
Jul 1 - Jul 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 3 / 5 July 2026 - Downtown Santa Rosa
Jul 1 - Jul 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 4 / 5 July 2026 - Downtown Santa Rosa
Jul 1 - Jul 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 5 / 5 Placer.ai
Placer.ai
August 2025 -
Downtown Santa Rosa
Aug 1 - Aug 31, 2025
Market:
DS Downtown Santa Rosa
District Santa Rosa, CA
101
(12 (12
Roseland
Redwood Hy
101
1,000 ft
Ciryof Santa Rosa
Mapbox OpenStreetMap Improve this map
August 2025 - Downtown Santa Rosa
Aug 1 - Aug 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 2 / 5 August 2025 - Downtown Santa Rosa
Aug 1 - Aug 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 3 / 5 August 2025 - Downtown Santa Rosa
Aug 1 - Aug 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 4 / 5 August 2025 - Downtown Santa Rosa
Aug 1 - Aug 31, 2025
2026 Placer Labs, Inc. | More insights at placer.ai 5 / 5 Placer.ai
00 Placer.ai
August 2026 -
Downtown Santa Rosa
Aug 1 - Aug 31, 2026
Market:
DS Downtown Santa Rosa
District Santa Rosa, CA
101
(12 (12
Roseland
Redwood Hy
101
1,000 ft
Ciryof Santa Rosa
Mapbox OpenStreetMap Improve this map
August 2026 - Downtown Santa Rosa
Aug 1 - Aug 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 2 / 5 August 2026 - Downtown Santa Rosa
Aug 1 - Aug 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 3 / 5 August 2026 - Downtown Santa Rosa
Aug 1 - Aug 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 4 / 5 August 2026 - Downtown Santa Rosa
Aug 1 - Aug 31, 2026
2026 Placer Labs, Inc. | More insights at placer.ai 5 / 5