Lodi City Council members, Michael Freedman discuss Downtown's future

The stars have aligned for Lodi, and the city can take advantage of its blossoming wine industry and food culture, according to city officials and professional city planners. However, the City Council and city manager must act quickly before lifestyle centers gain footing in the city and drive attention away from Downtown.

If Downtown Lodi is not moving forward, it's moving backward. School Street needs to attract at least one national anchor and Sacramento Street must be lined with duplexes, single-family residences and lofts, but not until School Street gets more commercially established. More signs are necessary to direct visitors to Downtown as well.

These were the ideas discussed at Tuesday's shirtsleeve City Council meeting.

"We are hoping to reinforce that Downtown is still a priority for us," city manager Blair King said. He also wanted to hash out ways to attract more businesses Downtown and motivate merchants.

"We are never finished with Downtown," King said. "And if we are finished, we are probably sliding backwards."

The results of an informal survey conducted by the city was discussed at the meeting as well. King said local business owners and visitors were polled, but most of the Downtown visitors were Lodians. He said it is indicative of Lodi's struggle to attract tourists to Downtown.

Business owners and visitors were asked about the positive and negative perceptions of Downtown Lodi. Overall, Downtown's image is very positive, and people feel it is safe and easy to navigate. The results showed people most commonly associated Downtown with the movie theater, farmers market and restaurants.

Michael Freedman, who authored Lodi's Downtown development movement in the early 1990s, said School Street would benefit from a national anchor because there are enough specialty shops and locally-owned establishments, and that Downtown Lodi is in a prime position to move forward.

"Consumer preferences are to be where there is transit, where it is walkable, where you can go the movies, go shopping and run into people you know," Freedman said.

The survey also said Sacramento Street needs to be developed with residential facilities because they will be near transit hubs and within walking distance to Downtown. Freedman said that in order for the residential developments to thrive, retail stores and restaurants in Downtown must have a strong following.

As part of its draft general plan, Lodi intends to make transit-oriented improvements around Lodi Station and cooperate with Amtrak to build a commuter rail service.

He said it is Lodi's time to prepare property for national chain stores that have established markets and will thrive in Downtown.

"They will come if the property can be made ready," Freedman said. He said the only barrier to investment is that the properties aren't ready to be developed.

He said it is imperative for the city to facilitate the process.

Overall, Freedman gave Lodi high marks.

"You are in an enviable position," he said. "If the council wants to move to the next level, it's not like it was before. You can get the things you couldn't get before."

Freedman said education is most important in moving Downtown Lodi forward. He said merchants must understand the importance of their own retail space and how to market themselves and each other. The city cooperating with them as partners would go a long way to building trust and a mutually beneficial relationship, he said.

"How you compete is trying to get as close as you can to the merchants and using everything they have like one organism," he said.

Freedman said it is imperative that Lodi facilitate Downtown's growth because lifestyle centers constructed a short drive away will provide stiff competition.

"If they do before you get your own anchor, and enough people down there, they will kill Downtown," he said.

Freedman did not specifically suggest for the City Council to hire someone to oversee economic development, but said in his experience that a hands-on city manager works very well.

"When the city manager gets involved in downtown revitalization, magic happens," he said.

Freedman said Lodi is primed to move forward.

"It's a great place to be, but there are still things the city needs to do to facilitate," Freedman said.

Contact reporter Jordan Guinn at jordang@lodinews.com.

Survey findings

The city conducted a non-scientific survey about Downtown. Surveys were mailed to businesses and property owners; more than 60 responded. There were also a total of 50 visitors who were polled on three separate occasions.

Positive results:
— Visitors generally felt safe Downtown.
— Downtown's identity is associated with movie theater, restaurants, farmers market and events.

Needs:
— More specialty shops, parking.
— Increased promotions and marketing.

Biggest barriers to financial success for businesses:
— Empty storefronts, transients, homeless, lack of access to investment capital, building codes and ADA compliance.

What visitors say will make Downtown more lively:
— More restaurants.
— More museums and specialty shops.
— More parking.

Area both visitors and businesses said needed to be targeted for development:
— Sacramento Street.

Source: City of Lodi

Reader Feedback

hicksvilianfromlodi wrote on Oct 29, 2009 2:13 AM:

" a hooka lunge i think would also do well "

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