A sign welcoming visitors to Yuba City stands along a main roadway. City leaders recently began reviewing long term economic development ideas aimed at strengthening downtown, improving access to the Feather River and encouraging future redevelopment opportunities. Photo by Shamaya Sutton

YUBA CITY, CA (MPG) - The Yuba City Council last week began discussing what members want to see from a long-term economic “visioning” effort aimed at strengthening downtown, improving access to the Feather River and guiding future development.

The discussion followed a March 3 presentation from planning and design firm Perkins Eastman outlining possible redevelopment areas, stronger connections between downtown and the Feather River, and opportunities to capture more local spending within the community.

City Manager Robert Bendorf said the study reflects months of research examining economic trends, spending patterns and potential development sites throughout the city.

The data suggests a significant amount of spending by Yuba City residents currently occurs outside the community. Bendorf said the analysis identified about $1.5 billion in demand across roughly 30 categories of retail, dining and entertainment, while local businesses capture about $1 billion.

“That means about a 33 percent gap,” he said, noting the difference represents spending that currently goes to other cities.

Consultants said the goal of the visioning effort is to help the city identify ways to keep more of that activity local by creating additional amenities, destinations and gathering places.

Urban designer Vaughn Davies said Yuba City already serves as a gateway to regional attractions but has the potential to become a destination itself.

“We want to change that dynamic so the arrows all point inward and people stay longer,” Davies said.

Among the ideas presented were stronger connections between downtown and the levee, redevelopment opportunities at several large properties, and the creation of a greenway trail along an abandoned rail corridor running through the city.

Davies noted that while Yuba City sits along a major river, the community has historically focused on flood control rather than seeing it as an asset that could play a larger role in the city’s future.

“This is a waterfront city,” he said, suggesting the riverfront could support amenities such as a promenade, housing and visitor-oriented development.

Other sites highlighted in the presentation included warehouse properties along Bridge Street and the former KMart property along Golden State Highway. Consultants said both locations could support mixed-use development combining housing, retail and public spaces.

Councilmembers responded positively to many of the concepts but emphasized the need to focus on projects that are realistic and achievable.

“We have to look at what’s doable,” Councilmember Toni Cole said, noting that while the ideas were interesting, the city will need to prioritize projects that can realistically move forward.

The council also noted the role youth sports could play in attracting visitors and supporting local businesses. Members pointed to demand for facilities for sports such as soccer, football, baseball and basketball, noting existing soccer fields are already crowded on weekends.

Vice Mayor Michael Pasquale said the visioning effort gives the council an opportunity to consider the city’s long-term direction.

“This gives us a chance to think about what we want the city to become,” Pasquale said. “If we know where we want to go, we can start putting the pieces in place.”

During public comment, resident John Cassidy said the ideas could work if the city is willing to take incremental steps and commit to a long-term approach. He pointed to the transformation of downtown Redding as an example.

“Redding took its whole downtown, gutted it and turned it into its own marketplace,” Cassidy said. “They’ve won national awards, but it took them 10 years. Nothing’s impossible, but you have to start somewhere.”

Sandee Down, of the Yuba City Business Association, also addressed the council and spoke about the importance of collaboration between the city, local businesses and the community as development ideas move forward.

City officials said the visioning effort is intended to guide future planning discussions rather than commit the city to specific projects. The Yuba City Council is expected to continue reviewing the concepts as part of its long-term planning discussions, officials said.