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Economic Development

FY 2016-17 Council Goal: Economic Development

From the City Manager's budget message:

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 Life Time Fitness, Pearl Creek Apartments, Quest Technologies, and new restaurants at the Fountains at Roseville, and work is nearing completion on many new projects, including a new Federal Bureau of Investigation field office, new Sutter medical office buildings, Top Golf entertainment complex, and iFly indoor skydiving facility.

This coming year we expect progress toward and potential construction of the Falls Event Center, Adventist Health expansion, a new medical office building for Kaiser Permanente at Riverside Avenue and Cirby Way (to replace the current facility), a new facility for the Placer Society for the Prevention of Cruelty to Animals (SPCA), a new parking garage downtown at Washington and Oak streets, 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.

Pending funding from the State, the City may see the start of construction on Mercy Housing’s 55-unit affordable housing project on Vernon Street and St. Anton Partners 80-unit affordable housing project on Pacific Street in the Historic District. In addition, City Council approved an agreement in April 2015 with Placer Valley Tourism to develop a regional multi-use sports complex in west Roseville.
Having completed an assessment of City-owned properties this past fiscal year, the City will be formalizing its property-management and property-disposal strategies.
On the residential side, staff is working on the Amoruso Ranch Specific Plan in the northwest area of the city with 2,906 residential units, and the Campus Oaks Specific Plan adjacent to Hewlett-Packard, with 948 residential units and a tech park to complement the adjacent commercial and tech  facilities.

Public-Private  Partnerships

Advantage Roseville—In 2012, the Roseville Community Development Corporation recruited 22 local partner companies to form a three-year public-private partnership called Advantage Roseville. The goal of Advantage Roseville is to grow Roseville’s economy by attracting new businesses and by retaining and expanding existing businesses. Each of the 21 private-sector partners had committed to a $5,000 annual contribution, matched by a $100,000 annual contribution from the City of Roseville, the 22nd partner. In 2015, 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 approximately 2,695 new jobs with an estimated annual payroll in excess of $90 million and capital investment associated  to new construction of $253 million. Advantage Roseville received a statewide economic-development partnership award from the California Association for Local Economic Development (CALED) in April 2016. It was previously recognized with the Public/Private Partnership Award for 2014 from the Placer County Economic Development Board for its leading role in branding and delivering business attraction, retention, and expansion services.

Higher Education—Three higher education institutions are in various stages of progress with a new or expanding presence in Placer County: 1) Sierra College will be occupying a floor of the new office building under construction at 316 Vernon Street when it’s completed in 2016, providing a downtown location for higher education that will bring a different demographic and steady stream of students to Roseville’s downtown, 2) Warwick University, which announced its intent to build a co-campus west of the city limits, is looking for classroom space in Roseville. It plans to offer classes prior to construction, and its staff has been actively connecting with business, education, and community leaders to get an idea of the types of academic programs and amenities desired in the  area, and 3) Placer County is continuing to process the Placer Ranch Specific Plan to facilitate the development process and to further advance the project. This area, north of city limits, will be home to a new campus in the California State University system, along with 5,000 residential units and 6 million square feet of non-residential uses.  It’s a key  part  of the newly conceived Innovation Corridor, which tracks the path of the proposed 15-mile Placer Parkway that will connect Highway 65 with Highway 99 near Sacramento International Airport. The Innovation Corridor highlights three universities: Rocklin-based William Jessup University, the proposed California State University campus in Placer Ranch; and the proposed Warwick University to the west of Roseville.

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. The goal is to find a partner to deliver a full-service hotel and conference center that minimizes any obligation of the City’s General Fund.

Multi-Use Sports Complex—In April 2015, the Roseville City Council approved an agreement with Placer Valley Tourism to construct a 55-acre multi-use sports complex in the West Roseville Specific Plan Area, funded with $5 million from the Citywide Park Fund and approximately $30 million in bond proceeds secured by Placer Valley Sports Complex and Tourism Marketing District. It will have 10 lighted, synthetic soccer/multi-use sports fields along with play areas, restrooms, picnic area, and a parking lot. This partnership expands economic development through sports tourism, which is expected to have an annual economic impact of $8-12 million due to visitor spending on lodging, meals, shopping, and entertainment, while also decreasing expenses for citywide parks for both one-time construction costs and recurring maintenance costs.

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 since 1994. 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. Over the past several years, the City has explored a number of options to accommodate this increase in demand, including partnerships with Placer County and other South Placer cities, but an agreement could not be structured that achieved each jurisdiction’s unique needs.
To address this demand, SPCA initiated discussion with the City regarding a proposed long-term partnership to construct a new, larger facility on Yosemite Drive. Phase 1 of the new Yosemite Drive facility would provide an animal housing and adoption center, while initial intake and medical services would continue to be provided at the Corporation Yard facility. A future Phase 2, should it move forward, would further expand the Yosemite Drive facility to relocate the intake and medical services from the Corporation Yard facility. Estimated construction costs for Phase 1 are $12 million, of which the City’s share would be capped at $7.6 million (from the City’s Strategic Improvement Fund) or 68 percent of total cost, whichever is lower. The City and SPCA will both have an ownership share in the facility, proportionate to the amount of funding provided for Phase 1.

Investing in Our Community

Increased Code Enforcement—Several code- enforcement initiatives and ordinance amendments were implemented this past year. These included 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. These improvements to the code-enforcement operations assist in addressing citizen concerns and preserving the vitality our community.

At its goals workshop for FY2016-17, the Council discussed the importance of expanding code-enforcement efforts throughout the community. To address this priority, the FY2016-17 budget includes 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.

Ensuring that the older, more mature areas within the City remain safe, clean, and well-maintained was a separate but related topic identified in the Council Goals Workshop for FY2016-17. While code enforcement is a dimension of this, providing these neighborhoods with an additional service is anticipated as part of this year’s budget. Similar to past efforts, it is anticipated that the code-enforcement division, in conjunction with the Police Department, will work with the community to provide one neighborhood weekend clean-up program.
Entrances to the City—As mentioned at the FY2016- 17 Council Goals Workshop, entrances into the City of Roseville are important to the overall aesthetics and perception residents, businesses, and visitors have of the City. The City is determining options to improve the various City entrances, starting with South Cirby and Champion Oaks, which is funded in the capital improvement plan for FY2016-17.

Landscape & Lighting Districts—A significant  amount of common-area landscaping throughout the city is funded through Landscape & Lighting Districts, through which property owners determine 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.

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 11th 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 655 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.

Addressing Homelessness—The City supports and collaborates with many local service providers in their mission to serve our homeless including emergency shelter, warm meals, groceries, and even basic medical needs. In addition, the City has been active in advocating with agencies at the federal level on this issue. The City’s financial support and collaboration includes 15 homeless programs or organizations, three food programs, 11 adult programs, 18 children and youth programs, three home-buying and rehab programs, and six 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. All totaled, the City administers or contributes financially over $6 million in resources annually to provide affordable
housing, assistance in the prevention of homelessness, and administration services to those in need.

In FY2015-16, the City has been participating in meetings on how to address homelessness with other jurisdictions in Placer County and with Sacramento Steps Forward,  the lead agency working to end homelessness in the Sacramento region. The City has issued an RFP to develop a needs assessment for the homeless population in our community, using a collaborative, data-driven, outcomes- based approach to align the needs of the homeless with available housing and programs, to determine what resources are needed to address those needs, and to develop a database of information that can be  used
to assist individuals throughout their transition from homelessness.

Increasing the Amount of Funds Available for Community Non-Profits—It is rare for a city to have a grant program that funds community non-profits each  year. The City of Roseville’s Citizens Benefit Trust (CBT) Fund was created when the City sold the Roseville Hospital in the early 1990s. The City Council decided to put the proceeds in a trust and to grant 90 percent of the interest earnings annually to non-profits for the sole purpose of improving the quality of life for the citizens of the City of Roseville.

As a government entity with the fiduciary responsibility for public funds, the City is required by law to follow three guiding principles when investing the CBT funds. In order of priority, these principles are: safety of principal, liquidity of funds, and yield. State law limits the city’s investment choices to low-risk, high-grade bonds such as treasuries, federal agencies, and corporates (A rated or better) with maturities that are less than five years. No investment in equities is allowed. Over the last several years, this has resulted in significantly diminished returns due to the Federal Reserve keeping the short-term interest rate at or near zero. Due to the restricted requirements imposed on government investments related to safety of principal, the portfolio has experienced returns  around 1 percent, leaving less available for grants.

By changing the investment strategy allowed under state law to the City’s advantage, City Council adopted a policy to extend the maturity limit from five to ten years strictly due to this fund not having any liquidity concerns that are needed to meet operating expenses. The portfolio is still investing  in the same low-risk, high-grade bonds but with longer maturities. This change has resulted in a two-fold return increase for the fund. The Grants Advisory Commission will now have twice as many funds available for granting purposes just by making this change.

Library Funding—At the FY2016-17 Council Goals workshop, the Council asked staff to ensure adequate funding for the City’s three libraries. The most recent Parks, Recreation and Libraries Department audit made comparisons to city libraries in California that are similar in population. They also include Yolo County because of proximity and size. For FY2013, those findings indicated that Roseville was on the low side of operational expenditures per capita and materials per capita spending. The statewide median expense per capita is $29.28 and the average is $47.13; Roseville is at $26.88. When compared within our region, Roseville is right in the middle of operational expenditure and materials per capita. With high satisfaction levels in the community and because libraries are meeting operational goals despite rising costs, there is not a recommendation to increase the budget at this time. Monitoring service and satisfaction levels is ongoing and recommendations will be made as part of the budget process regarding facilities and programs as appropriate.


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