Participants pose for a group photo at the Hard Rock Hotel & Casino Sacramento at Fire Mountain, the first and largest stop on the Yuba County Development Tour on May 29. The Wheatland destination showcased plans for future entertainment and infrastructure expansions.

MARYSVILLE, CA (MPG) - The second Yuba County Development Tour rolled out of The Brick Coffee House in downtown Marysville on May 29, treating a limousine bus full of developers, property owners and key stakeholders to a curated showcase of the region’s biggest opportunities for growth.

One of the most buzzworthy announcements came late in the day: the historic State Theatre in downtown Marysville is now “under contract,” with potential plans to reimagine it as a multipurpose venue featuring an indoor pickleball court and bar, while still preserving the theater’s architectural charm. Economic Development Manager Dan Flores, who helped organize the tour, noted that although a probate-related trial with the current owners is set for June 16, there’s optimism that an agreement can be reached to move the project forward.

The tour was led by Flores, along with Ashley Potocnik, Business Engagement manager for Yuba County, and Rachel Downs of the “Yes to Yuba” initiative. Together, the trio curated a route that offered both a practical and visionary look at the region’s economic assets and future developments.

“It’s a way of putting our best foot forward,” said Downs. “Dan and I put our heads together and got a good response on the first tour, so we decided to try another.”

Attendees gather under the Marysville clock tower before boarding the limousine bus to kick off the Yuba County Development Tour on May 29. The event highlighted key growth opportunities across Marysville, Plumas Lake, Olivehurst and surrounding areas.

This year’s focus was on southern Yuba County, including Olivehurst and Plumas Lake, one of California’s fastest-growing communities. The group explored expansion plans around the Hard Rock Hotel and Casino Sacramento at Fire Mountain, including a proposed waterpark resort, a “Rodeo Zone,” new fairgrounds and a destination-style retail corridor modeled after Anaheim’s Downtown Disney or Universal City Walk.

The tour also stopped at the industrial zone surrounding Yuba County Airport, which has become a thriving manufacturing hub. Companies such as Tilt Industrial Services, Builtware Fabrications and American Wood Fibers have already set up operations there, attracted by competitive land prices, strong infrastructure and a reputation for streamlined permitting.

Closer to home, Marysville is being reimagined as an “urban village.” With the city’s first General Plan update in more than four decades now in grasp, community leaders are pushing to maximize the city’s 3.6 square miles of potential.

“We can only go up from here,” said Jackie Sillman, community impact and engagement officer for Yuba Water Agency. “We need to start getting some skyscrapers.”

With Marysville boxed in by levees, that upward growth is both a literal and symbolic theme.

“Yuba County can grow out, Marysville can only grow up,” Flores added. “We’re excited about the opportunities this new General Plan will open up.”

Other tour highlights included a slate of major infrastructure and housing projects. In Linda, multifamily housing is underway, including some of the region’s first 3D-printed homes, known for their rapid construction times, low costs and flexible design. West Linda’s Friendship Park is also due for a major upgrade, with renovations including pickleball courts, basketball courts and refreshed playgrounds scheduled to break ground later this summer.

In Plumas Lake, the long-anticipated Plumas Lake Boulevard Interchange Project has secured $35.5 million in federal funding and is now only waiting on its final designs. This project will create a direct connection from Plumas Lake Boulevard to Plumas-Arboga Road, easing traffic congestion near the Hard Rock Casino and helping keep event traffic out of local neighborhoods.

Ashley Potocnik, Yuba County’s Business Engagement manager, narrates the ride and guides attendees through major project sites during the Yuba County Development Tour on May 29. The limousine bus served as a mobile forum for collaboration and insight into regional growth.

Several downtown Marysville properties are also seeing new life. The long vacant Alibi Bar at 5th and J streets has been fully renovated and will soon house Hard Times Barbecue, slated to open this fall. The cemented lot of “Mount Marysville,” the former site of Hotel Marysville, is also scheduled for cleanup this fall, potentially clearing the way for new mixed-use development.

Meanwhile on B Street, across from Ellis Lake, construction is soon set to begin on a Hyatt Studios hotel, Starbucks and Grocery Outlet. Plumas Lake has also been green lighted for a new grocery store, adding much-needed retail access to the growing community.

Over the next five to 10 years, downtown Marysville is expected to add more than 100 new apartment units as part of a wider effort to expand affordable multifamily housing. Much of the demand comes from nearby Beale Air Force Base and Adventist Health/Rideout employees, who often face a shortage of suitable housing despite stable, high-paying careers.

“With the right collaborators, we really feel that the opportunities here in Yuba County are endless,” said Potocnik.

The tour concluded with a lively gathering at Neva’s Place and the Whatnot Shop, hosted by Marysville City Councilmember Stuart Gilchrist. Attendees toasted to a future of bold vision, strong partnerships and a region ready to build upward and outward.