Pro-active Marketing of Infill Sites
One of the suggestions of the SDAT Team’s visit to Sebastopol was to actively market development opportunity sites in town in order to attract the kind of development we want, rather than being left fighting development we don’t want. An example of the latter can be seen in the multi-year fight over the development of a 2+ acre parcel in the center of downtown Sebastopol for a CVS and Chase bank. This proposed project resulted in a couple lawsuits which were recently settled (or read about it in a local newspaper article). The city council recently approved the legal settlement and final design review for the project so it will unfortunately be moving forward, although with some concessions, the most significant being the elimination of the drive-through pharmacy and ATM (Chase has since pulled out of the project. No new tenant for the bank building has been announced.)
The city council convened a sub-committee to determine the community’s vision for a highly visible underutilized property downtown and put up a small amount of money ($5,000) to make it happen. The property is known as the ‘Diamond Lumber’ property, although it is currently used as a tractor store. The 2.5 acre parcel is directly across the street from the downtown plaza and completely destroys any pedestrian-friendly experience. It is also an important link between the historic Main Street district of downtown and the new Barlow development to the east of the property. (While I think there is a place for tractor stores, I don’t think that place is the center of town. It doesn’t do anything to support the pedestrian experience downtown.)
The sub-committee conducted a public workshop last June to solicit input for the future of the property. The well attended event started with an introductory talk about what creates a successful building on a public square. Attendants were then encouraged to provide ideas to several tables setup around the room focusing on different topics; urban design, use and connectivity. The public feedback was then distilled into a wish list by the committee and translated into a brochure to provide to prospective developers. The idea being that if they can respond to the desires of the community as articulated, their project would likely have an easier time being approved. Unlike the process the developer of the CVS site had to go through, which was rather painful for all involved.
The property owner has had the property on the market and has been a willing participant in the project. Some have questioned the appropriateness of the city spending money on the marketing of a privately held property. I believe it is absolutely appropriate and necessary if we want to be proactive about development in our cities. Too often, in fact almost always, our city leadership and staff have been completely reactive to development proposals which tend to serve no one’s best interest.
This proactive marketing approach also reduces the risk to developers inherent in the entitlement process. If the community has publicly stated what is desired and if the developer can match their project to those desires it should be a much easier entitlement process which benefits everyone. Sebastopol has a reputation for being a difficult place to develop and developers tend not to want to take the risk. But there is much opportunity to create a really strong mixed-use core, but the remaining properties need to be developed appropriately to make that happen. The CVS project is not going to contribute in any positive way and we do not have much land available to allow those types of projects to come to fruition.
The brochure was recently completed and both the city and owner can now share with prospective developers. The site is absolutely critical to the future success of downtown Sebastopol, but this approach could be applied to a several other important properties in our community. I hope it becomes a successful example of a jurisdiction taking a proactive approach to future development.