Partner Spotlight: City of Novato
City of Novato
Rethinking Novato
Something cool is happening in Novato.
You can feel the winds of change shifting in the community as the City’s Economic Development Department rises up to meet an exciting new market reality.
“The economy has done very well in recent years,” notes Novato’s Assistant City Manager, Peggy Flynn. “People are ready to embrace change, and Novato is well positioned for the coming transformation.” Flynn points to a steady increase in the demand for local housing, as well as a renewed smart-growth mindset, in creating a momentum for positive innovation.
Gone are the days of a one-note approach to Economic Development. The new approach is decidedly partnership and community driven, as the department emphasizes leadership collaboration with other organizations to create a culture change. “We are actively working to make the planning and development review process more transparent, approachable, and proactive in supporting existing business, as well as cultivating robust relationships with new businesses that can help Novato thrive into the future,” says Flynn.
This nimble approach to economic development means thinking outside the box, and incorporating concierge-style offerings that are customizable to meet various needs. The goal is to create a long-term framework that will inform policy and investment decisions to ensure a vital and sustainable economic future for Novato—and most importantly, enhance the community’s quality of life.
Key objectives in realizing this goal include strengthening and expanding biotech and life sciences industries in Novato; focusing on business recruitment and retention while working to reduce loss of retail revenue to surrounding communities; focusing on infill opportunities in and around the City’s Downtown, revitalizing City-owned properties in Hamilton; finalizing the General Plan Update process and adopting any necessary Zoning Code amendments; redevelop the Redwood Boulevard corridor from DeLong Avenue to San Marin, and promote a vibrant Downtown with enhanced community spaces, restaurant options, and retail environment.
As the City moves to complete its 2035 General Plan update, the road map for the future vision of Novato, and steps to realizing that vision, is firmly in place. The Plan takes into account extensive input gathered from the community, including more than 125 meetings and surveys with an eye toward upholding values important to Novatans: small town character, environmental protection and restoration, historical preservation, economic vitality, and sustainability.
The Plan update identifies three primary focus areas primed for economic development: the North Redwood Corridor, North, North Redwood Corridor, and Bel Marin Keys.
Plans for the North Redwood Corridor (aka Greater Downtown) include a lifestyle retail center north of Olive Avenue (Trader Joes) on the east side of Redwood Boulevard, which would feature a retail, entertainment, and gathering place. With a hotel project slated to move forward adjacent to Trader Joe’s, and more new housing in the area, Novato’s Economic Development team is working closely with property owners to identify uses that compliment Trader Joe’s and the proposed Marriott Residence Inn. Given the current market realities, including the changing face of retail and the need for more housing types that will support Novato’s workforce and the existing businesses and city center, the City remains flexible on the vision for these areas.
The area defined as the North, North Redwood Corridor is slated for office development, but would allow retail/personal service uses near the new SMART station. Priority will center around the former Fireman’s Fund site as the City continues to work with area property owners and potential developers to consider a mixed-use redevelopment strategy.
At the Bel Marin Keys Industrial Park, Novato will focus on expanding opportunities for existing life science tenants, as well as attracting and retaining life science and other industries to call Novato home. Staff is currently revising the Bel Marin Keys Industrial Parks Master/Precise Development Plan, as part of the General Plan 2035 update, to encourage the expected growth of these industries that thrive in Novato.
Additionally, the ongoing revitalization of both Hamilton and the Downtown area continues to be a priority for the City Council in discussions of the City’s economic development efforts—most recently the reuse and/or redevelopment of three City-owned parcels in Hamilton and the City-owned Downtown Train Depot building and site. Enhancing Downtown as the community’s center of commercial, cultural, social, and civic functions will be the primary focus, as City is encouraging the growth of more retail, restaurant, and entertainment uses that contribute to a vibrant ambience in the heart of Novato.
Following the City’s reorganization last May, the Economic Development Department became fully staffed as of October 2017. In the past seven months, the team has built on the goals outlined in the City’s Strategic Plan to capitalize on investment opportunities in the areas listed above and citywide. The initial focus centered on developing a snapshot of current conditions by compiling market data and trends, and meeting with existing business and property owners, commercial brokers, community members, nonprofits, and business organizations such as the Novato Chamber of Commerce and the Downtown Novato Business Association. The ED team also reached out to colleagues in other cities to share insights and gain an understanding of the business climate.
As a result, the staff has developed a business outreach program, launched a new microsite with a site finder (choosenovato.com), courted potential new businesses, and met with interested developers and investors. They have also worked hand in hand with other City departments to streamline Novato’s permitting and entitlement processes, and recently kicked-off planning for the City’s Depot building and site. City assistance includes providing marketing, technical, and financial assistance to property owners and business operators, as well as incentives for desirable development.
The Department also serves as the liaison to the Novato Chamber of Commerce, oversees the Downtown Business Improvement District, and serves on the board of the Marin Economic Forum.
“It’s an exciting time to live in Novato,” notes Flynn adding, “Together, with our community, we are breathing new life into our City and creating to create a vibrant place where families & friends can gather, where our residents can work, and where our businesses can thrive.”
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