Economic Success Stories: City Leaders on Retail Attraction and Development

Guest host Alex Greenwood records Capstone Conversations live at the ICSC Idea Exchange in Monterey, interviewing economic development leaders from five California cities about retail attraction strategies, successes, and lessons. Martinez describes zoning streamlining, concierge support, by-right approvals (including breweries), expedited permitting, a successful Ross store opening, housing upzoning, and a proposed $500M waterfront redevelopment. Sunnyvale highlights its CityLine mixed-use public-private partnership, downtown specific plan, Murphy Avenue pedestrian mall, and designing flexible ground-floor retail to attract tenants like restaurants and entertainment. Merced reports reuse of a 94,000-square-foot Sears building, mall renovation, downtown change, and emphasizes persistence, relationships, and a confidential council subcommittee. Pleasanton discusses void analysis, targeted broker outreach, new tenants, process and customer-service improvements, and new marketing tools including a “Pleasanton Playbook.” San Leandro outlines a 2024 strategy and retail action plan with void analysis, target tenant lists, property upgrades, a retail landing page, downtown mixed-use openings, and Bayfair area TOD planning and reuse.