Roseville, California has earned a reputation as one of the best places to live, work, and invest in the United States. In this episode of Capital Rivers Connect: California Edition, brought to you by Team California, host Matthew Tate sits down with Wayne Wiley, Economic Development Manager, and Gina McCall, Economic Development Analyst for the City of Roseville, to explore the key drivers of the city’s continued growth and reputation. From infrastructure investments and a vibrant downtown to proactive economic strategies and a strong regional draw, Roseville offers a roadmap for sustainable economic development.
The Advantage of a Full-Service City
One of Roseville’s most compelling differentiators is its status as a full-service city. Owning and operating its own utilities, along with housing city-managed police and fire departments, allows for lower operational costs and more predictable, streamlined development processes. As a result, investors and developers benefit from fewer delays and more cost-effective outcomes. This centralized structure not only saves time and money but also contributes to high-quality city services that enhance the experience for both residents and businesses.
Regional Reach and Retail Resilience
Importantly, Roseville’s economic strength extends far beyond its borders. The city has become a regional draw for commerce, retail, and recreation, with attractions like the Westfield Galleria welcoming over 13 million annual visitors. In fact, major retailers and national brands continue to expand within the city, evidenced by the opening of second locations for both Trader Joe’s and Costco. Meanwhile, initiatives like the 750,000-square-foot Baseline Marketplace further demonstrate Roseville’s ongoing commitment to thoughtful commercial expansion. As a result, this regional magnetism not only boosts the local economy but also solidifies Roseville’s status as a northern California retail and lifestyle hub.
Sports Tourism as an Economic Engine
With a new state-of-the-art sports complex and a strategic push toward sports tourism, Roseville is tapping into one of the fastest-growing segments of the travel economy. Hosting regional and national tournaments has already led to measurable economic benefits, such as the Boys California Live basketball tournament, which generated $1.5 million in impact and over 1,800 hotel room stays. This emphasis on sports tourism supports hotels, restaurants, and retailers, while helping the city build a reputation as a premier destination for families and athletes.
Downtown Revitalization With Lasting Impact
The city’s downtown revitalization effort, guided by a plan launched in 2009, has transformed the core of Roseville into a vibrant, authentic district for dining, culture, and community events. Notably, city-led investments in infrastructure have spurred significant private development, from new restaurants and mixed-use housing to public events that drew more than a million attendees last year. This intentional approach to placemaking not only enhances the city’s identity, but also balances Roseville’s focus on national retail with strong support for local businesses.
Supporting Businesses in Roseville, CA Through Strategic Partnerships
A consistent theme throughout the conversation is Roseville’s dedication to collaboration. Cross-departmental teamwork, business walks, and public-private partnerships ensure alignment between city services and business needs. The city offers programs like the infill meeting process, providing free consultations to developers, and incentive programs such as impact fee credits and facade improvement grants to stimulate revitalization in aging commercial corridors. This responsive, business-first mindset is underpinned by a culture of long-term leadership and institutional knowledge, with both Wayne and Gina having nearly two decades of city experience.
Listen to the full episode of Capital Rivers Connect to learn more about how Roseville leverages full-service city benefits, regional influence, and intentional planning to create a business-friendly environment.
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Photo Credit: City of Roseville