Creative Economy Council Report

Making the Grass GreenerRecommendations to

Retain, Attract, Develop, and Support Knowledge Workers

“Transformation of an enterprise begins with a sense of crisis or urgency. No Institution will go through fundamental change unless it believes it is in deep

trouble and needs to do something different to survive.

Lou Gerstner, Former IBM Chairman

RepoRt to

Mayor Alan Autry & the Fresno City Council

pResented by

Mayor’s Creative economy Council

January 9, 2006

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Why Should You Care?

The task of the Creative Economy Council was not to restate problems but rather

to find solutions. The quotes that follow speak volumes about the need for

transformation.

“ Fresno’s future is not for ONE of us; it’s for all of us. If you care about

having a tax base, if you care about being able to offer a hand up

(not a hand out), if you care about creating spaces that our children

WANT to come home to, then you care about this report.” Rebecca Ryan Next Generation Consulting

and author of Hot Jobs-Cool Communities Report

“ The region suffers from a brain drain unlike any other in California.

The loss of its best and brightest is felt from Fresno south to the

Tehachapi Mountains. When the area’s most educated residents leave,

‘it takes away from the culture and intellectual life of the valley,’ said

George Raney, 67. It also hamstrings the economy, strains the social

fabric and puts a damper on the quality of life here in California’s

agricultural heartland.” Los Angeles Times Maria L. LaGanga

November 20, 2005

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Why?

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Why?

“ Fresno, Miami, and Los Angeles face ongoing challenges to

integrate new immigrant populations, who often arrive in

‘gateway’ neighborhoods with low levels of education and

labor market skills… The guiding principles must be to create

new neighborhoods of choice and connection.”

The Brookings Institution Katrina’s Window: Confronting

Concentrated Poverty Across America October 2005

“ Socioeconomic conditions in the San Joaquin Valley as measured

by a range of variables including per capita income, poverty and

unemployment rates, and median household income reveal an area

that falls significantly below national and California averages.”

Congressional Research Service Preliminary Data on Federal Direct Expenditures &

Possible Policy Issues Relating to the San Joaquin Valley February 4, 2005

“ On a clear day, San Joaquin [Valley] looks like a bucolic farming

community, complete with almond groves, cornfields and orange

trees. But most of the time the Valley — trapped between the Sierra

Nevada and the Coast Ranges, with two major highways running

north to south through it — is smoggy, filled with air that has

fostered widespread respiratory disease.

Fifteen percent of the region’s children have asthma, a rate

three times the national average. Fresno — the Valley’s biggest city

— has the third-highest rate of asthma in the country, and the San

Joaquin Valley rivals Los Angeles and Houston for the dubious title

of worst air quality in the nation.”

Washington Post Juliet Eilperin

September 26, 2005

“ It’s a familiar story: A top student

from Edison High School graduates,

leaves Fresno to study engineering or

law, starts a business and then never

returns — except of course, for family

reunions. Or a talented emerging

artist or journalist permanently

trades the Valley’s lower cost of living

for the acclaim provided by more

expensive cities. But Fresno a center

of innovation? A destination for

young artists, designers, and other

idea people?”

Creative Fresno Summit Summary

April 2004

“ It isn’t enough to wire the streets; we

also need to have wire in our offices,

factories, schools, libraries, and

homes. Enterprises need Intranets

that allow employees to get email,

share printers, and connect to

administrative services. We also need

wireless access for mobile workers,

for convenience, and as a backup

network if there are problems with

the wireless system.”

Report to the Community: Connecting Fresno County

Assessing Our Readiness for the Networked World

January 2002

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Contents

Table of Contents

Why? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . �

Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

exeCutivesummary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

mindset . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1�

smartGroWth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . �1

urbanlivinG . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . �0

QualityofPlaCe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . �0

beyondtoday . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

CheCklist . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5�

thanks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5�

aPPendiCes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5�

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Glossary

Glossary of TermsCReAtive ClAss .A term coined by Richard Florida, a Carnegie Mellon social scientist, to describe an

emerging class of professionals whose job it is to develop new ideas. The creative class includes very specific fields of work and is a subset of the larger group of creative professionals.

CReAtive pRoFessionAl Often used synonymously with knowledge workers, a creative professional is a subset group of knowledge workers. A creative professional is defined as someone whose sole economic function is to create new ideas. This includes artists, architects, designers, technologists, and scientists.

knowledge woRkeRs Often used synonymously with creative professionals, knowledge workers are a broader group of professionals who, according to WhatIs.com, make a living at the tasks of developing or using knowledge. A knowledge worker contributes to the transformation and commerce of information. A term first used by Peter Drucker in his 1959 book, Landmarks of Tomorrow. This includes those in the information technology fields, academic professionals, researchers, lawyers, financial planners, and the like.

Mindset According to Wikipedia, “A mindset, in decision theory and general systems theory, refers to a set of assumptions, methods or notations held by one or more people or groups of people which is so established that it creates a powerful incentive within these people or groups to continue to adopt or accept prior behaviors, choices, or tools. This phenomenon of cognitive bias is also sometimes described as mental inertia, ‘groupthink,’ or a ‘paradigm,’ and it is often difficult to counteract its effects upon analysis and decision making processes.”

pRogRessive A way of thinking that accepts the differences of people, keeps in mind the current and future trends and the effects of actions taken.

soCiAl MARketing Techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.

thiRd spACe Coined by Ray Oldenburg (1989), in The Great Good Place, third spaces are distinctive informal gathering places. They are not home (first place), and they are not work (second place). They are community-meeting places. Places where chance meetings occur and casually turn into leisurely discussions. Third spaces encourage sociability, enrich public life and democracy, and are crucial to a thriving community.

The Third Space brings about “the kinds of relationships and the diversity of human contact that are the essence of the city,” Oldenburg wrote.

tipping point According to Malcolm Gladwell in his book, The Tipping Point, the term, “Tipping Point,” comes from the world of epidemiology. It’s the name given to that moment in an epidemic when a virus reaches critical mass. It’s the boiling point. It’s the moment on the graph when the line starts to shoot straight upwards.

vehiCle Miles tRAveled The total number of miles traveled in automobile and other vehicles for a specified area.

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Economic Opportunity + Creative Mindset + Quality of Place = More Knowledge Workers

This report makes some assumptions. It assumes Fresno would like

to retain, attract, develop, and support more knowledge workers and

creative professionals. New trends in economic and civic development

connect positive and sustained growth to the activities of knowledge

workers. The goal of this report is to stimulate thinking of civic leaders

in the City of Fresno to develop a place where creative professionals and knowledge

workers will choose as their home.

This report also assumes that change is needed and wanted; otherwise there is

no need to do a report. For Fresno to retain, attract, develop, and support creative

professionals and knowledge workers, there must be changes. The good news is that

the change is simple; to start we only have to change our minds.

MethodologyThe Mayor’s Creative Economy Council (CEC) is an advisory group made up

of volunteers who were requested to develop recommendations for Mayor

Alan Autry and the City of Fresno on how to retain, attract, develop, and

support creative professionals.

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The CEC was formed as a follow up to the Creative Fresno Survey,

“Livability Priorities for the Fresno Creative Class” championed by

Fresno City Council Member Henry T. Perea. CEC Members were

chosen based on their ability to represent a wide constituency

or a particular expertise. All were required to have an

entrepreneurial perspective to problem solving, a desire to make

the Fresno area a better place, and to have an understanding of

the “Creative Cities” movement.

This report was an effort by a group of citizens passionate

about Fresno’s future. The CEC did not cover every possible

topic in this report, but hopes that the major issues were addressed, and

that the examples provided will clarify corresponding recommendations. The report

is a start, not an end to recommendations to civic leaders on how the City of Fresno

and its surrounding region can achieve greater success in becoming a “Creative City.”

The CEC reviewed and shared information and research on the Creative Cities

Movement and related quality of life topics. Meeting weekly over the course of three

months, the council interviewed subject matter experts in key areas to gain an

understanding of the issues and key drivers that would make the biggest impact on

change. Some important topics, such as education, were outside the scope of this

report — though clearly education plays a prominent role in the future of our region.

Subject matter experts:

Joyce Aiken, Fresno Arts Council

Reza Assemi, Artist/Urban Developer

JP Batmale, RJI Renewable Energy Task Force

Tony Boren, Council of Fresno County Governments

Paula Castadio, Fresno Coalition for Art, Science and History and KVPT

Cynthia Cooper, Fresno Coalition for Art, Science and History

Dan DeSantis, Fresno Regional Foundation

John Downs, City of Fresno Transportation Department

Gord Hume, City of London (Ontario, Canada)

Gary Janzen, Janzen IdeaCorp

Mark Keppler, Clovis Community Foundation and Tree Fresno

Bill Kuebler, Tower District Marketing Association

David Lighthall, Relational Culture Institute

Jim Michael, RJI Technology Infrastructure Task Force

Marlene Murphey, City of Fresno Redevelopment Agency

Bruce Owdom, Tower District Marketing Committee

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Jon Ruiz, City of Fresno and RJI Physical Infrastructure Task Force

MaryAnne Seay, City of Fresno Parks & Recreation Department

Dan Whitehurst, former Mayor and former Fresno City Council Member

Russ Widmar, Fresno Yosemite International Airport

Nick Yovino, City of Fresno Planning and Development

On October 11, 2005, the CEC held a public summit facilitated by Tom Jones

from WORx Consulting. Over 60 participants joined in the discussion and voiced

recommendations. Additional feedback was gathered online via the Fresno CEC web

site and other online resources.

All of this information was considered in writing the final report and is included in

the appendix.

The Creative Economy and Knowledge WorkersMaking Fresno more attractive to creative professionals is the way to grow our local

economy. But who is a creative person/knowledge worker — and how can they play a

role in our economic future?

In a knowledge-based economy, knowledge workers are in demand. A hundred years

ago the engines of the industrial age needed the might and muscle of skilled factory

workers. Today, the processors of the information age require the ideas and creativity

of skilled problem-solvers. This demand gives knowledge workers amazing options.

A savvy graphic designer can pack up her Apple laptop, jump on a plane and run a

successful business from anywhere with wireless access. A retired corporate execu-

tive can start a management consulting company and start-over with a second career.

Knowledge workers have the power of choice, and they mostly choose cities that have

robust economies with many career options and cultural and recreational amenities.

According to The Hudson Institutes report, Beyond Workforce 2020, the U.S. Bureau

of Labor Statistics projects that there will be 23 million Baby Boomers leaving the

workforce as they reach retirement age. There are only 10 million non-Boomers to

replace them. So, for every 2.3 people leaving the workforce, there is only one person

to replace them — and they are more ethnically, age, and gender diverse. Cities and

companies will need to compete to keep or attract the best and brightest.

Creative people want to live and work in a progressive environment. If Fresno wants to

keep and attract creative people it will have to work toward becoming a place where

new ideas are respected, differences are accepted, and there is a palpable sense that

Fresno is a special place. Fresno must embrace and be a catalyst for positive change

that will enhance the quality of life of all segments of the community. Resisting

Why change? If for no other reason, a

great motivation should

be: I want Fresno to be the

kind of place where my

children and grandchildren

would like to return, would

choose to raise their kids

or even just to visit me.

Are your children going to

move back to Fresno after

they have gone away to

school? Will they come

back after they have

experienced the big city?

When they are ready to

settle down, raise their

kids, and grow their careers

or start a business, will

Fresno be a viable option?

Will young people leave

because there are not

enough opportunities

for career advancement?

Will young people leave

because there are not the

lifestyle amenities that

other cities offer? Will

entrepreneurs be forced to

move their businesses into

other regions to be able to

have skilled employees?

Will people have to leave

our area to upgrade

their education? These

are the questions that

should be asked by every

Fresno family, parent, and

grandparent.

change sends a message that new ideas and innovative ways

for solving problems are not respected. Why would a creative

person want to be in a place that resists change?

Creative people and knowledge workers use their head to solve

problems. This is their talent. If there are not any problems,

then there are not any problems to solve. If a city does not

admit to having any problems, then solutions are not very

welcome. We must be honest and forthright in recognizing the

issues facing our community, and we must be open to new ways

of solving those issues.

The desire to solve problems can lead to innovative activity.

Innovative activity attracts innovative people. Innovative

people produce innovative solutions. Innovative solutions lead

to the desire to solve problems. A positive cycle develops.

For a city to keep and attract creative people, it has to be

creative. Problems should be embraced as opportunities to

develop innovative solutions. Innovation based on knowledge

should be encouraged and rewarded.

To survive economically in a creative economy,

Fresno needs to foster the creativity of its

people and to attract others into the population.

In the near future, either Fresno will become a

part of the creative economy, or we will simply

exist to provide cheap services to those cities and regions who

are thriving in the creative economy. Regions that only provide

services to the dominant economy can expect lower incomes

and the continued flight of the best and brightest citizens, not

unlike a Third World country.

Creativity requires a certain degree of boldness. America

was and is a bold experiment. When JFK announced that we

would put a man on the moon, the nation rose to the creative

challenge. Fresno can learn from past examples of greatness.

We can set challenges for ourselves that stretch our problem-

solving abilities and attract others who are interested in joining

the effort. This report takes on the challenge by articulating a

set of goals and priorities that will lead to positive change and a

brighter future for our citizens.

Creativity requires a degree

of boldness.

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What Factors Most Influence Knowledge Workers’ Location Decisions?Excerpt from TheRiseoftheCreativeClassby Richard Florida

balanCe

Knowledge workers are highly mobile and essentially balance economic opportunity

and lifestyle in selecting cities and regions that are attractive to them as places

to live and work. Thus, challenging, high-paying, high tech jobs, while obviously

necessary, are alone not enough to attract the best and the brightest.

labormarket

Knowledge workers are highly mobile and anticipate moving among various

employers and thus favor cities and regions with a “thick labor market” that offers

the wide variety of employment opportunities required to sustain a career in high

technology fields.

amenities

“Quality of Place” — particularly the variety and accessibility of natural, recreational,

and lifestyle amenities – is vital in attracting talent and thus in supporting a broad

range of leading-edge high technology firms and industries.

ablendofWorkandleisure

Knowledge workers seek environments that allow them to blend rather than

separate their work and leisure. Due to the long work hours, fast-pace, and tight

deadlines associated with work in high technology industries, they desire amenities

that blend seamlessly with work and can be accessed quickly on a “just-in-time”

basis when free time becomes available.

asenseofPlaCe

Knowledge workers increasingly prefer urban to suburban neighborhoods and

seem particularly drawn to areas that feature interesting older structures, a range

of public spaces, a blend of personal and commercial space, and the bustle and

buzz of varied activity including work, shopping, and entertainment. They prefer

the kind of authenticity and realness found in older cities and neighborhoods to

the generic office complex and strip mall environment found in the “techno-burbs.”

This increasingly urban orientation is exemplified in the tremendous success

of high-tech districts such as New York’s Silicon Alley, San Francisco’s South of

Market, and urban Seattle.

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aCtivelifestyle

Knowledge workers prefer “doing” to “watching.” They prefer to participate in rather

than watch sports and favor a diverse range of intense outdoor activities (rowing,

sailing, cycling, rock climbing). Easy access to water and water-based recreation is

particularly important.

theenvironment

Environment – particularly air and water quality — matters. The new economy

dramatically transforms the role of the environment and natural resources. What

was once viewed as raw material and a sink for waste disposal must now be seen

as an essential component of the total “Quality of Place” package required to attract

talent and to generate economic growth.

diversity

Knowledge workers seek cities and regions with diverse populations, progressive

thinking, and inclusive attitudes toward a broad range of individual characteristics

including race, nationality, lifestyle, and sexual preference. Knowledge workers, look

for diversity as a general feature of an area, and as an indicator that they will be

accepted, welcome and find people with whom they have shared interests.

Creativityandinnovation

Diversity is not simply an individual preference related to personal lifestyle but a

basic precondition for the creativity and innovation needed to build and sustain a

successful high tech region. Creativity and innovation are the key success factors

of the new economy, and new ideas thrive in diverse environments. In other words,

being competitive requires innovation, and innovation in turn requires diversity.

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Creative Economy Council Report HighlightsThis report looks at four spheres of change that can lead to transforming Fresno

into a community that will retain, attract, develop, and support knowledge workers:

Mindset, Smart Growth, Urban Living, and Quality of Place. Within each are strategic

goals and recommendations that can be put into action today.

mindset

Mindset is a sphere of change that addresses how the community views itself and

how public policy can change and reinvent those views.

• Strategic Goal: “Stay the Course”

Adhere to and fully integrate the goals of the 2025 Fresno General Plan.

• Strategic Goal: “Location, Location, Location”

Creatively market Fresno-area attributes both internally and externally.

• Strategic Goal: “Take the Lead”

As the geographic center of California, the Fresno Metropolitan Area should work

to provide leadership and support to the entire Central Valley.

• Strategic Goal: “Celebrate, Leverage and Capitalize on our Diversity”

Ensure that Fresno is a place that celebrates its cultural and ethnic diversity.

smartGroWth

Smart Growth is a sphere of change that addresses Fresno’s growing population

through smart planning and long-range vision.

• Strategic Goal: “More than Standard”

Commit to excellence in design standards.

• Strategic Goal: “Think Green”

Establish the Fresno region as a national leader in clean technology development

and entrepreneural startups.

• Strategic Goal: “Prioritize Parks, not Parking”

Foster and promote green spaces and outdoor recreation throughout the city.

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urbanlivinG

Urban Living is a sphere of change that makes the connection between the health of

the city’s urban core and the attractiveness of the community as a whole.

• Strategic Goal: “Everything Downtown”

Create and promote a vibrant and livable Downtown.

• Strategic Goal: “Be Authentic”

Prioritize the older, unique areas of Fresno.

• Strategic Goal: “One City, Many Neighborhoods”

Commit to developing individual districts.

• Strategic Goal: “Move to the Center”

Improve transportation to and in the urban core.

QualityofPlaCe

This sphere of change addresses the importance of Quality of Place to

knowledge workers.

• Strategic Goal: “Third Spaces”

Foster and promote those places that are neither home nor work, yet where

community is built.

• Strategic Goal: “Step Across the Digital Divide”

Focus resources on access to and investment in technology.

• Strategic Goal: “Listen to the Music”

Promote and foster loud, lively stroll districts.

• Strategic Goal: “From an ArtHop to an Art Revolution”

Foster and promote art and culture.

beyondtoday

A long-term vision for the future of Fresno

Those of us who declare ourselves knowledge workers and members of the

Creative Class are proud to live in Fresno. We choose to live here. We believe that

we can achieve the goals of this report and that we can make Fresno a great

choice for our children.

Change a Mindset, Change a Community

“Fresno, it really does suck here.” That is the tag line on a popular

t-shirt currently being worn and talked about by knowledge

workers both inside and outside the 559 area code. Unfortunately,

some Fresno residents actually believe the hype. Even if we

ignore those irony-filled misanthropes, Fresno is having a bit of

an identity crisis. Whether finding “g-things” at the new Gottschalks in Riverpark

or buying art down on Mono Street, people living in Fresno have definite opinions

about their community.

Anyone who has lived in Fresno for more than five years realizes that things are

changing, and Fresno is moving. But moving to where or to what? If it doesn’t

really suck here, what should the Fresno t-shirt say? Everywhere you look

there are signs of progress being made.

All those fun restaurants and stores that used to be a

special treat during that trip to the coast are now setting

up shop in Fresno. The Bulldog Football team has broken

into the top 25 in college rankings (again). A major air

quality standard is within reach this winter. ArtHop continues

to thrive and grow every month.

So where is the disconnect, and how do we get the community to believe

that Fresno is one of the best places to live on the West Coast?

It comes down to changing a mindset or changing behavior in how we think

about our community and ourselves. According to Wikipedia,

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mindset

“A mindset, in decision theory and general systems theory, refers to a set of

assumptions, methods or notations held by one or more people or groups of

people which is so established that it creates a powerful incentive within

these people or groups to continue to adopt or accept prior behaviors, choices,

or tools. This phenomenon of cognitive bias is also sometimes described

as mental inertia, ‘groupthink,’ or a ‘paradigm,’ and it is often difficult to

counteract its effects upon analysis and decision making processes.”

In simpler terms, people continue to hold certain assumptions because they

have always held those assumptions. Even as they cheer the Bulldogs, walk

around ArtHop or eat at Fagan’s downtown, the exciting and innovative changes

occurring in Fresno have not impacted their general opinions and attitudes toward

the community. The “It really does suck here” mindset is still entrenched in the

community. As a result, we still communicate through old assumptions a view of

Fresno that diminishes and undermines the change that is going on here.

Knowledge workers look for adaptive mindsets, ones that quickly assess new situ-

ational attributes for possible personal and economic exploitation. The situational

attributes in Fresno are changing, and the mindset can be changed as well.

Behavior change theory is based on the belief that an individual takes several steps

before engaging in significant shifts of behavior or cognitive patterns. An underlying

theme of mindset and behavior change theory is that the most effective changes

occur on multiple levels.

For example, seat belts did not become commonly used in the United States until a

variety of strategies working in collaboration reached a tipping point. According to

Malcolm Gladwell in his book, The Tipping Point, the term, “Tipping Point,” comes from

the world of epidemiology. It’s the name given to that moment in an epidemic when

a virus reaches critical mass. It’s the boiling point. It’s the moment on the graph

when the line starts to shoot straight upwards. With seat belt use the tipping point

came after marketing campaigns, automobile industry regulations, and financial

disincentives through increased ticketing for failure to wear a seat belt.

There is a tipping point beginning to occur in Fresno, the mindset is changing. But

to engage new knowledge workers and take full opportunity of the potential that

currently exists in the region, the process must be given a jump-start.

mindset

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strateGiCGoal

Stay the CourseAdhere to and fully integrate the goals of the 2025 Fresno General Plan.

In 2002, city leaders adopted the 2025 Fresno General Plan. It is a strong piece of

public policy with goals to:

Enhance the quality of life for the citizens of Fresno and plan for the projected

population within the moderately expanded urban boundary in a manner which

will respect physical, environmental, fiscal, economic and social issues.

Preserve and revitalize neighborhoods, the downtown, and historical resources.

Support the Growth Alternatives Alliance “Landscapes of Choice-Principles and

Strategies” as based upon the Ahwahnee Group Principles.

Provide activity centers and intensity corridors within plan areas to create a mix

of land uses and amenities to foster community identity and reduce travel.

Protect, preserve, and enhance significant biological, archaeological, and

paleontological resources and critical natural resources, including, but not limited

to, air, water, agricultural soils, minerals, plants, and wildlife resources.

Recognize, respect and plan for Fresno’s cultural, social, and ethnic diversity

What gives the 2025 Fresno General Plan power is not the well thought out list of 17

goals, but rather the implementation of these goals throughout the community. The

document should be open on the desk of every city official and referred to as a way

to do business, not an obstacle to circumnavigate.

Many of the goals of the document fall in line with the needs of knowledge workers

and the creative class. Yet if the document merely gathers dust on the shelves of

city hall and county offices, potential to recreate Fresno will be lost.

RecommendationsFollow the guidelines and goals of the 2025 Fresno General Plan.

Educate municipal staff and the general public on the 2025 plan

and encourage their support.

Be accountable for delays or failures to implement the plan.

Use the document proactively.

Deliver annual report cards on the progress being made to reach

the goals of the 2025 plan.

Measure the impact of every initiative against the plan to

determine the impact: no impact, negative impact, or positive

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mindset

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impact.

strateGiCGoal

Location, Location, LocationCreatively market Fresno-area attributes both internally and externally.

If, as the old adage says, location is everything, Fresno is in fairly good shape. Yet

instead of dancing a conga line from Yosemite to the coast, many folks sit at home

believing there is nothing to do in and around Fresno. But where else in the United

States can you visit three national parks, drive along a world famous coastline,

drink some of the nation’s best wine, watch a top twenty-five college football

team, catch the Rolling Stones’ latest tour, and buy a reasonable priced California

bungalow — all in the same weekend?

In addition to maximizing Fresno’s proximity to a host of wonderful amenities,

the internal strengths of the community need to be strategically communicated.

Nike didn’t really “Just Do It” and McDonald’s isn’t really “a break” most of us

“deserve today.” Thought and strategy were put behind the marketing of these

American classic brands, and that strategy leads to tangible, measurable economic

and market gains. If Fresno is to shed its negative image, it will not happen with

the multitude of disparate marketing and promotional initiatives currently being

discussed by community organizations. Fresno’s image and brand need to become

a priority. Much of the hard work has been done to ensure that we “walk the walk,”

now we just need a strategy for “talkin’ the talk.” The brand and marketing effort

must be real and authentic as opposed to a million-dollar advertising campaign

driven by a feeble slogan.

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RecommendationsStrengthen the city’s public relations by either contracting with an experienced

marketing firm or hiring a city marketing staff position (in addition to the Public

Information Officer). Responsibilities should include:

• Develop a strategic marketing plan to properly communicate the brand/

image of the area both internally and externally.

• Prioritize developing relationships with local media to better communicate

success stories on a regular basis.

• Coordinate and leverage existing marketing activities throughout the

community.

Increase the access and use of alternative media sources: upgrade website, fund

community portal, train key officials on the possible use of blogs.

Work with local stakeholders to develop a comprehensive strategy, welcome kit,

and other tactics to embrace newcomers to the Fresno area.

Provide a cohesive and concise message to key state and federal policy-makers

that reflects the Valley’s regional goals.

Create a contract or staff position for a film ombudsman, a role that requires

successful industry experience and is tasked with selling our region to

appropriately-sized productions and assisting the production while here to make

the process easy. The person in this role would be involved in putting together a

database of all locally available equipment, crew, and talent, and they would work

with the local educational institutions to develop a qualified, reliable workforce.

Once the film ombudsman is retained, develop a film festival for independent

filmmakers where they arrive on a Monday and show their short film on Sunday.

We provide a producer and DV camera for each filmmaker. They spend the week

shooting and editing, and then the films show the following weekend.

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strateGiCGoal

Take the LeadAs the geographic center of California, the Fresno Metropolitan Area should work to provide leadership and support to the entire Central Valley.

If California is a bellwether for the nation, then Fresno is a bellwether for the

Central Valley. Fresno’s location, economy and access make it the logical choice

as regional capitol of the San Joaquin Valley. Yet over the past few decades, some

Valley-wide opportunities have been lost due to political infighting and turf battles.

As Mayor Autry recently stated, “What is good for the Valley, is good for Fresno.”

Regionalism is the only path that will pull the Valley off of the top of the lists

charting poverty, air pollution, and educational failures. The San Joaquin Valley

Regional Association of California Counties recently adopted a set of growth

principles outlining a shared vision for the area. The shift to focus on regionalism

must take a firm hold in the mindset of policy makers and inevitable compromises

must be made. Regionalism is an exercise in trade-offs, and Fresno can set the

example for the rest of the Valley.

RecommendationsContinue to follow through with involvement and recommendations regarding the

California Partnership for the San Joaquin Valley.

Look for ways to lead regional environmental and transportation efforts through

unified federal lobbying and the leverage of funds.

Adhere to the Growth Principles adopted by the San Joaquin Valley Regional

Association of California Counties.

Work in collaboration with Madera County to ease development tension along the

San Joaquin River.

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Hispanic Outlook, a national

magazine, recently confirmed

that Fresno state was the 14th

largest hispanic degree granting

institution in the entire united

states, surpassing university of

Arizona and texas A&M.

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Celebrate, Leverage and Capitalize on our DiversityEnsure that Fresno is a place that celebrates its cultural and ethnic diversity.

Over the course of a year, an around-the-world trip could be taken just by visiting

the various festivals and events held in the Fresno area. From the Portuguese Festa

to Arte Américas’ Friday night concerts to Reel Pride to

the Rogue Festival, Fresno is full of exciting and unusual

ways to spend a Saturday afternoon. Yet many of these

events occur in a silo of cultural anonymity. This diversity

should be embraced across cultural lines and promoted

as a way to be introduced to new cultures. Each of the

groups working hard to organize these events has an

extraordinary level of civic pride, and this level of pride

should be a part of the shift in community mindset.

Fresno has an enormous untapped resource within its

immigrant population. These are the future knowledge

workers who took the courageous step to cross a border or

even an ocean to find a better quality of life.

RecommendationsSupport arts, culture and music in the Fresno area through

zoning ordinances and funding opportunities

• Utilize Grizzlies Stadium for outdoor concerts

• Support the creation of a public access television

channels

Market area’s diversity and leverage current events and

programs to bring in additional funding and economic

development.

Support and fund multicultural and agricultural-related

festivals on the Fulton Mall.

Changing a community’s mindset is not an easy task.

It involves a calculated strategic plan based on genuine

community attributes. The attributes are here, now we just

need to change the way we think about them, because

“it really doesn’t suck here.”

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Be Smart About Growth

Smart Growth considers environmental factors in city planning

and development. How do we create a community with healthy

neighborhoods and a vibrant economy, while minimizing our impact

on our environment? How do we create a walkable community, with

a sustainable infrastructure and public transportation options that

are preferable to the automobile? Creative professionals in the field of planning

have been working on these issues for decades. How can Fresno get out ahead

of the parade in the area of Smart Growth? How can we engage creative people

in helping to find solutions to our issues regarding growth? People who have the

luxury to choose where they would like to live are choosing places that are well-

planned communities.

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photos by John dAhlbeRg

Think about the best vacation locations in the world. Whether it is Paris, San

Francisco, or Australia, certain words come to mind… exciting, clean, beautiful,

safe, green, and walkable. No one ever takes vacation photos of suburban

subdivisions or strip malls.

Smart Growth not only makes aesthetic and environmental sense, more and

more it makes economic sense. People are affected by their environment.

Commitment to a higher standard of aesthetics in all that we do will have an

affect on our success in solving our social issues. A harsh concrete and asphalt

environment, with strip malls and tract houses, is a difficult place to sell to those

who have a choice to live somewhere more pleasing. It seems logical to conclude

that a city with great landscaping, parks, and beautiful buildings is going to be

more attractive than one that does not have these amenities.

“ About one-third of Americans want to live in places that embody new community design with a focus on real neighborhoods, a strong sense of community, walkable streets, and less dependence on cars, but less than one percent of housing offers such mixed-use places.” Joel Hirschhom

National Governor’s Association

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strateGiCGoal

More than StandardCommit to excellence in design standards.

Contrary to popular belief, design standards are not anti-business. If they were,

Santa Barbara would be a ghost town. Instead, communities with good design

standards flourish as tourist destinations and their property values reflect people’s

desire to live in them.

Design standards can protect a financial investment in an area, by assuring that

all new development will be at or above the community standard. It takes self-

esteem to say “No” to some projects, if they are not improving our overall quality.

Design standards can be specifically helpful to older neighborhoods which have

been over-run with cheap apartments, low-income housing that drags down the

neighborhood, unfortunate degradation of historic homes, and new commercial

buildings which are designed to look like bunkers.

Fresno has a design community that can be utilized to help us achieve higher

standards. Most design professionals would be honored to be included in the

processes of improving the quality of the built and landscaped environment in

Fresno. They are an incredible resource.

There is a reason that new housing developments have design standards. People are

somewhat limited in their individual expression, but for the greater good. People in

our older neighborhoods deserve the same protections.

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In urban Fresno, design standards should express good urban design. City policies

that require landscape setbacks in an area where storefronts were historically

built to the sidewalk do not make sense. Policies have been created for suburban

standards and they are often detrimental to the health of our urban core. The

urban/downtown areas deserve to have policies reviewed and adjusted to fit within

their specific environment.

Several states have conducted studies to determine the effects of creating historic

districts, which offer protection to historic properties. One such study, The Economic

Benefits of Historic Preservation in Georgia, concludes that districts that recognize

the importance of historic

preservation have greater

property values than those

which do not receive historic

designation/protection.

Downtown Fresno can benefit

from design standards that

will require buildings to have

a presence on the sidewalk.

This will add to downtown’s

aesthetics and to downtown’s

safety. Suburban-styled

design, which places buildings

behind large surface parking

lots, will be detrimental to

downtown’s recovery.

It makes economic and

business sense to have

higher standards.

Districts that recognize the importance of historic preservation have greater property values than those who do not receive historic designation/protection.

RecommendationsLighting should be incorporated

into every design.

Building materials should

compliment each other.

Scale and mass of buildings should

be considered during design review.

Buildings that take up an entire

block should be discouraged.

Parking garages must be built with

retail facing every sidewalk.

The historic grid of two-way streets

should be restored and protected

for ease of use for consumers.

Code enforcement should be

proactive, protecting neighborhoods

from owners who do not maintain

their property.

Restore single-family zoning to

established neighborhoods.

Design standards should be created

for older neighborhoods and

commercial districts.

Work to break down the

economic silos and diffuse the

pockets of poverty throughout the

city by promoting mixed-income

housing in all areas.

It is imperative that planners and

elected officials stay current with

the best practices of urban design

and planning issues.

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Whatwouldfresnobelikeif…

the Mayor declared that Fresno will

be petroleum free in 10 years, and

has an agreement with Fresno state

to utilize its resources to partner

toward this goal.

the City of Fresno was awarded

the green power leadership

Award in 2005 for installing one

of the largest municipal solar

projects in the nation. Covering

62,500 square feet of parking

canopy roof at Fresno’s 14-acre

Municipal service Center campus

and numerous bus shelters, the

solar electric system has a peak

capacity of 668 kilowatts.

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Think GreenEstablish the Fresno region as a national leader in clean technology development and entrepreneurial startups.

As Kermit the Frog said, “It’s not easy being green,” but as

energy prices continue to rise, being green is becoming more

economical. The City of Fresno is already leading the way

through bold initiatives in both solar energy and clean fleets,

but these initiatives must become commonplace and the

status quo at City Hall.

In 2004, Clean Edge published, Harnessing San Francisco’s

Clean-Tech Future — A Progress Report outlining how San

Francisco could become a leader in the Clean Energy Sector.

According to the report, “Clean technology comprises

a diverse range of products, services, and processes

that harness renewable materials and energy sources,

dramatically reduce the use of limited natural resources,

and reduce or eliminate pollution and toxic wastes. As a

rule, clean technologies are competitive with, if not superior

to, their conventional counterparts. And these technologies

offer additional benefits such as contributing to energy and

national security, stimulating the economy by creating new

business opportunities and jobs, and improving quality of

life by providing healthier workplaces and neighborhoods.”

Although San Francisco does have the technology

infrastructure upon which to build a clean technology

future, Fresno has many natural attributes San Francisco

can never match. The agricultural infrastructure, the natural

resources (including abundant sunshine), the relatively

inexpensive land, and the entrepreneurship potential all

give Fresno an edge when it comes to becoming a clean

technology leader.

Yet, Fresno’s edge will be lost if a cohesive strategy cannot be developed or

implemented quickly. Rising fossil fuel prices, national security issues, declining

supply levels, and increased regulation will make clean technology the status quo

for the future. Fresno should lead this change and reap the economic benefits by

being the first out of the gate.

Whatwouldfresnobelikeif…

in 2015, Fresno state opens the

“Alan Autry institute for the

Research and development of Clean

energy.” Following breakthroughs

in technology, all new homes in

Fresno are required to have solar

energy tiles on their roofs and

gray-water systems for landscape

irrigation. said the Mayor, “we can’t

ask other people to clean up their

operations if we’re not willing to do

it ourselves.”

photo by lynn bAkeR

RecommendationsCommission a formal study researching the potential for Fresno to become a

national leader in clean technology.

Leverage this potential to create high paying jobs by supporting clean technology

entrepreneurs and venture capitalists.

Adhere to “Landscape of Choice Guidelines.”

Offer to fast-track the permitting process for developers who meet or exceed

green building standards.

Educate the public and city leaders on the connection between environmental

health, economic health and physical health.

Commission an advisory panel to research current motorized gardening

equipment-use impacts and recommend potential ways to regulate lawn

equipment to minimize noise, water and air pollution.

Continue to exceed standards for water quality and encourage the population to

use water efficiently as water meters come online.

The connection between environmental health of the community and the physical

and economic health of the community must be in the forefront of policy decision.

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Prioritize Parks, not ParkingFoster and promote green spaces and outdoor recreation throughout the city.

Green spaces contribute to clean air, provide recreation for people, work as scenic

buffers in an urban landscape, and help define the character of an area. Green

spaces come in multiple forms: parks, parkways, greenbelts, and restored corridors

along rivers, streams, canals, and rail beds.

According to West Coast Environmental Law, studies across North America

have shown that proximity to natural green space increases property

values by 15 to 30 percent.

Furthermore, The Nature Conservatory points out that researchers have

found that green space in urban areas in the form of parks, trees, and

walking trails reduces the pressures of living in poverty, fosters a sense of

community, contributes to a healthier environment, and reduces fear, violent

behavior, and reported crimes.

Fresno can make a commitment to a

long-term campaign to change Fresno

into a leader in the development of

green space. The Fresno-Clovis Master

Urban Parkway Plan can become

the “signature amenity” for

Fresno — something the we are

known for nationally.

Progress has already been

made: the City recently renewed

development fees for parks, and

back in the late 1980’s the City

Council passed a Shade Tree Ordinance.

The San Joaquin River Parkway Trust

and Tree Fresno have been active and

respected members of the community.

But parks and greenery must be kept

among the top priority issues for the city

in order to reap the long-term benefits.

Recreation has to be varied and accessible. It’s great that we have skiing just

two hours away, but what do you do after work during the work week? Are there

accessible trails to run, skate, bike or walk? If you have to drive to the trails, they are

too far away. As a result, the implementation of the approximately 200-mile Fresno-

Clovis Master Urban Parkway Plan should be a priority — with substantial progress

toward its completion in the next ten years.

We recommend that the City aggressively promote the region’s many activities to

our local residents and also to those who might be looking to visit or move here.

How long does it take to get to sailing at Millerton? How long does it take to hike

in the foothills? Where can people fly fish or canoe on the San Joaquin and Kings

Rivers? Where are the nearest spots to mountain bike or to learn to kayak?

RecommendationsWithin 10 years meet or exceed state standards for average park space per capita.

Create additional pocket parks.

Implement the Fresno-Clovis Master Urban Parkway Plan by converting canal banks

and rail beds to trails and greenbelts.

Convert low functioning ponding basins into parks or beautified open space.

Allow permits for rooftop gardens and develop rooftop gardens on city buildings.

Utilize City websites to promote both local and regional recreation opportunities.

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A Thriving Urban Center

Downtown is Fresno’s calling

card. More than any other

neighborhood, it showcases

the personality and essence

of our city. When the

evening news needs a backdrop for the

weather report, it shows an aerial shot of

downtown Fresno. When The Fresno Bee

needs a header for its website, it shows the

downtown skyline. When local associations

seek to brand themselves, they turn to the

“Welcome to Fresno” sign on south Van Ness.

The Security Bank Building, the Water Tower

— these are the landmarks that are unique

to our community. These are the images that

come to mind when we think of Fresno.

Creative professionals demand a thriving

urban space. Without one, Fresno will

continue to lose creative minds to San

Francisco, Portland, Seattle, and the like.

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Everything DowntownCreate and promote a vibrant and livable Downtown

The key to a thriving downtown is simple: people. For a downtown to be considered

successful, there must be human activity well beyond the 9-5 workday. To further

expand the hours of activity, people must have viable options to live downtown.

Many creative professionals want to live in an

urban environment. They want to walk to work.

They want to walk to the bar, to the store. They

want to be in close proximity to other creative

professionals. If we want our creative sons and

daughters to stay in town, we have to give them

a cool place to live. And nowhere would be cooler

than downtown.

But housing downtown does more than attract

creative professionals. It increases housing

density, slowing the city’s outward growth. It

provides affordable alternatives to the single-

family homes that have dominated the region for

decades. It reduces Vehicle Miles Traveled — folks

can walk to work instead of drive. More units

downtown will increase property taxes. Housing

downtown has correctly been a priority at City

Hall for years, but even more must be done to

encourage more options.

It was recently discussed at the International Council of Shopping Centers,

Western Regional Conference, that retail site selectors look to a city’s school

districts and downtown to decide where to go.

Until the 1960’s, Fresno’s activity center was at the intersection of Fulton and

Mariposa streets. Fresno was considered a futuristic city when the Fulton Mall was

created. However, downtown Fresno continued its decline, in spite of the Mall, as

did virtually every other downtown in America. There are many possible reasons for

the decline of our downtown, but that is not the focus of this report.

Housing downtown does more than attract creative professionals. It increases

housing density, slowing the city’s outward growth.

It provides affordable alternatives to the single-

family homes that have dominated the region

for decades. It reduces Vehicle Miles Traveled

— folks can walk to work instead of drive.

The existing situation on and around the Fulton Mall needs to change. This is

Fresno’s historic downtown. This is the place where we came from. By revitalizing

this area, every other successful project that the City has already completed will

be connected.

Discussions must rise above the antagonistic debate over whether or not to put traffic

back onto Fulton Street. The clear direction must be to revitalize this area. We believe

that it is possible to enliven this area with or without a street.

Change the debate to: What is the best way to revitalize our historic downtown area

(the Fulton Mall). What can we learn from the experience of other cities? How do

we have a rational debate about the future of Fulton? How can we return this area

to a place where conventioneers would stroll for shopping and dining? How can we

create a vibrant public space where we go to celebrate our heritage, our holidays,

and ourselves?

We suggest that the City take a leadership role in the facilitation of a plan for our

historic central business district. Please do not piecemeal the Fulton area into

different projects, but return this area that was our starting place, back to a fun

exciting area.

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RecommendationsIncentivize good development.

• Provide density bonuses to developers building in the city’s core.

• Ensure that good downtown design reflects quality, but allow for creativity

above and beyond the standard.

• Fast track the permitting process for downtown housing.

• Create incentives for downtown infill housing.

• Investigate other incentives to build and restore downtown.

Streamline processes

• Assist developers with stalled projects

(e.g. Baseball Lofts, Security Bank Building.)

• Create one ‘go-to’ person or liaison at City Hall for each project, so

developers don’t waste time fighting red tape.

• Continue to promote mixed-use projects and relax prohibitive zoning

restrictions.

• Remove 1960’s facades covering historic storefronts on older buildings,

especially within the Fulton Mall area. Not only does this restore historic

buildings, but it also re-opens second stories for loft spaces.

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Be AuthenticPrioritize the older, unique areas of Fresno.

According to Richard Florida, creative professionals “increasingly prefer urban

to suburban neighborhoods and seem particularly drawn to areas that feature

interesting older structures, a range of public spaces, a blend of personal and

commercial space, and the bustle and buzz of varied activity including work,

shopping, and entertainment. They prefer the kind of authenticity and realness

found in older cities and neighborhoods to the generic office complex and strip mall

environment found in the “techno-burbs.”

The people that we want to retain and

attract to drive Fresno’s economy over

the next 20 years want to live in a place

with “authenticity” and “realness.” Historic

buildings are more than cultural artifacts

that should be preserved for our sense

of history. They are agents of economic

growth, attracting a class of workers that

are integral to the prosperity of the city.

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photo by Jesse pAdillA

RecommendationsPrioritize the preservation of existing structures.

Decision criteria for demolition should factor in

an ascetically authentic city’s ability to attract the

creative class.

Offer incentives to restore rather than rebuild.

Aggressively remove 1960’s facades covering historic

storefronts on older buildings. Not only would this

restore historic buildings, but it would also re-open

second stories for loft spaces.

The Redevelopment Agency should fund the

renovation of old theatres downtown.

Use eminent domain wisely:

• On old buildings that need to be restored, but

are currently being left to rot, eminent domain

makes sense. For example, the Liberty or Crest

Theatres could be renovated and brought back

in dramatic fashion.

• In areas where independent and creative

ideas are driving new businesses eminent

domain should not be used. For example, the

percolation of new businesses and galleries

around Mono Street is brewing exciting

possibilities.

Work around and support the burgeoning gallery

cluster at Van Ness Avenue and Mono Street, in any

master development. These galleries bring hundreds

of people downtown every month, and should be the

poster children for authentic Fresno.

Improve communication efforts with business owners

in project areas.

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Whatwouldfresnobelikeif…

Fresno’s Mayor, actor Alan Autry,

has convened an unofficial group

of Fresnans to look into the

materialization of something he

calls the Fresno style. santa Fe offers

the southwestern style of buildings,

cooking and art. paris and new

york have had their various Art

schools of collective style. so what

is the Fresno-style? what makes us

different and special? how should

a home be designed to best fit our

environment? which chefs are

cooking with local produce and

are highlighting our multi-ethnic

community? what are the common

themes in our art, writing and

music? the Mayor believes that

Fresno has a style all its own, and

that when it is pierced, Fresnans will

understand themselves better and

the world will clamor for more.

strateGiCGoal

One City, Many NeighborhoodsCommit to developing individual districts.

One measure of a great city is the number of its diverse neighborhoods. Downtown

already has natural boundaries that differentiate Chinatown from the Fulton

Mall, the Cultural Arts District from Jefferson-Lowell. The uniqueness of these

neighborhoods should be encouraged, not only to promote a lively patchwork of

walkable shopping and living districts, but also to more efficiently manage them.

The City should encourage quality neighborhoods around downtown, and help

make Jefferson-Lowell and West Fresno more successful like the Tower District

neighborhoods, or the residential blocks that surround Huntington Blvd.

Each of us can envision the attributes of a healthy neighborhood. We all want to

feel safe. We all want our investment in our home to be secure. We would all like to

be surrounded by neighbors who care and who have pride in their neighborhood.

We would like our children to be able to play outside, and to know our neighbors

well enough to know that they will be helpful if they are needed. Well-cared for

houses, yards, streets, trees, and public areas complete this picture.

Many cities throughout the country have utilized an approach that breaks down

large urban areas into manageable districts. Each district has stakeholders that

oversee their specific area’s health and well-being. The City can coordinate these

districts to help facilitate their revitalization and to help them to share resources.

Each district will develop the unique character of their given area, making

downtown Fresno a place with many strong parts, making for a stronger whole.

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Recommendations City and stakeholders should create new downtown districts.

Districts should create their own design guidelines unique to that district to

beautify the areas with individual character.

Districts should provide lights, signage, and greenery to solidify their identities.

The City should coordinate District efforts to maximize resources.

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Whatwouldfresnobelikeif…

the City of Fresno’s economic

development Alliance has

announced that they will focus all of

their efforts toward stimulating local

business development. economic

development employees will be

working with people who are

interested in starting businesses,

expanding businesses, creating new

markets, or creating cooperative

purchasing groups. the City’s new

economic development director,

hans garcia Xiong said, “we don’t

need to lure businesses here, we

have all of the talent here already.

we just need to pull our people

together to create, make and sell.”

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Move to the CenterImprove Transportation to and in the urban core.

Transportation to, from, and within the urban core is essential to the success

of downtown. In a lively urban center, the car is left behind in favor or walking,

biking, or public transportation. In downtown Fresno however, the car is often the

only viable option. To encourage people to visit downtown, and to improve the

experience of its residents, the city should focus on making transportation easy.

Downtown’s streets are a maze of diversions and one-way streets. Thoroughfare

after thoroughfare has been diverted to make way for new developments, often

leaving unintended and unattractive consequences. The 5-way stop on Broadway

and Sacramento was created to accommodate development, but now must be

restored to a 4-way stop at added expense. The IRS building at Broadway and

Tuolumne has created a traffic hassle and further isolated the Fulton Mall,

without any noticeable increase of activity. An orderly grid system helps improve

transportation flow, and makes downtown less intimidating.

Directional signage must be put in place to help downtown visitors navigate this

unfamiliar area. Many cities have created successful signage programs. Test this

opinion: ask a newcomer to meet you at the stage at Fulton and Mariposa. Don’t

give them directions or guide them to parking. They’ll let you know when the

signage is good enough.

A college student should be able to hop on public transportation and be at the

central library painlessly and easily. Tower District residents should feel free to have

dinner and go club hopping downtown on Saturday night. Shoppers from all over

the city should feel safe and comfortable parking their car in a central location, and

walking to the bustling shops.

illustRAtions by dAn ZACk

Recommendations Create efficient public transportation routes to and from Downtown and the

Tower District to Fresno State (For example: add a weekend evening trolley to

CSUF).

Evaluate the lunchtime trolley service to the Tower District. Could it be

extended or evolved to accommodate a nighttime crowd?

Public transportation travel times and convenience on the Fresno State-

Downtown route should be studied.

Preserve the downtown traffic grid and refuse to divert any more

thoroughfares. For example, maintain H Street as a thoroughfare in the South

of Stadium project.

Recommend a traffic study on the Fulton Mall with respect to the Forest City

project.

Create effective signage directing drivers to points of interest (e.g., to the

Fulton Mall from Highway 180).

Make parking easier by improving signage designating public lots and their

low rates.

Offer free parking to downtown residents.

Encourage merchants to promote parking validation.

Develop a comprehensive plan to increase bike lanes within the city.

Encourage bicycle transportation between the Tower District and downtown

with bike lanes on Broadway and H Streets.

Add loop detectors to detect bicycles at major intersections on new

construction, downtown and throughout the city.

Work towards a connected bike lane network with bike lanes on every major

street on a 1/2 mile grid on both sides of street.

Support mass transportation initiatives, such as Measure C, that support

elements vital to improving transportation to the urban core. These elements

— bike paths, walking trails, etc. — must be priorities of planning and funding.

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Celebrating A Quality Community

In 1999, the Urban Land Institute (ULI) completed a one-week intensive

review of the Fresno downtown including the Fulton Mall. The ULI report

restated a recurring theme, “Able planners and experts have studied Fresno

repeatedly but no comprehensive plan linking, leveraging, and implementing

their recommendations and projects has ever been prepared.” By that

time, the Fulton Mall was seen as a “divider,” separating rather than integrating

redevelopment efforts on surrounding blocks.

In 1964, the mall was a much-acclaimed grand experiment

in urban redevelopment. But almost fifty years later the

civic courage that created the mall needs to make the hard

decision to recreate the mall… to recreate a quality place.

According to author Richard Florida, the factors that most

influence knowledge worker’s location decision are based on

quality of life and quality of place, factors such as available

amenities, a blend of work and leisure, a sense of place,

active lifestyle, arts and culture, environment, and diversity.

Our region already excels in many of the factors. In the

recent report by Creative Fresno, Livability Priorities for the Fresno Creative Class, Fresno

scored high in our access to outdoor recreation and our ethnic and cultural diversity.

However, the same report revealed that Fresno is low in providing entertainment

venues and providing an arts and creative scene.

Fresno has to stop studying and planning

for the future and act, boldly and with

conviction. In Fresno, the future is now, and you are here.

Unfortunately for Fresno, establishing a Quality of Place to encourage the location

and relocation of knowledge workers is a zero sum game. Los Angeles with its movie

star image and San Francisco with its technology binge are winning the battle for

California’s (and even Fresno’s) creative class.

Fresno has to stop studying and planning for the future and act, boldly and with

conviction. In Fresno, the future is now, and you are here.

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© the FResno bee, 2005

strateGiCGoal

Third SpacesFoster and promote those places that are neither home nor work, yet where community is built.

“Third Spaces,” as coined by Ray Oldenburg (1989), in The Great Good Place, are

distinctive informal gathering places. They are not home (first place) and they are

not work (second place). They are community-meeting places. Places where chance

meetings occur and casually turn into leisurely lunches discussing California

politics. Third spaces encourage sociability, enrich public life and democracy, and

are crucial to a thriving community.

The Third Space brings about “the kinds of relationships and the diversity of human

contact that are the essence of the city,” Oldenburg wrote.

Warm cafes, safe parks, rowdy neighborhood bars are all quintessential third

spaces. Successful third spaces are places where the person feels welcome and

comfortable, and where it is easy to enter into conversation. A person who goes

there should be able to find both old and new friends each time she or he goes

there. Additionally, the place must be free or inexpensive to enter or make a

purchase of food or drink within.

They must be highly accessible to neighborhoods so that people find it easy to make

the place a regular part of their routine — ideally a comfortable stroll from home. And

lastly, they should be a place where a number of people regularly go on a daily basis.

Remember the coffee shop featured so prominently

on Seinfeld. In every episode Jerry, Elaine, George

and Kramer slid into their booth to discuss the

topic for that week. Right around the corner

from Jerry’s apartment, fresh coffee always

ready, old and new friends apt to walk

in at any moment; this was an ideal

“Third Space.”

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photo CouRtesy oF JAvAwAvA

The most successful third spaces are built along the path

or busy pathways that many people traverse on a daily

basis, such as those between home and work. People attract

people, so this checking-out activity in the place draws more

attention from passersby, some of whom come in, creating

more activity in the place. Third spaces with open, gradual,

transparent transitions to the outside (such as an open café

with tables and umbrellas spilling out onto the sidewalk) are

more successful than such places that have opaque barriers

between outside and inside.

The benefits of successful third spaces go beyond providing

a venue for civic dialogue. Jane Jacobs mentions in her book,

The Death and Life of Great American Cities, “A well-used city

street is apt to be a safe street. A deserted city street is apt

to be unsafe.” This principle was further touched upon in

1984 when New York City adopted the Broken Windows

theory of crime reduction. This successful strategy is to fix

problems when they are small. Repair the broken windows

within a short time, say, a day or a week, and the tendency

is that vandals are much less likely to break more windows

or do further damage. Clean up the sidewalk every day, and

the tendency is for litter not to accumulate (or for the rate

of littering to be much less). Problems do not escalate and

thus respectable residents do not flee a neighborhood. The

theory makes two major claims: (1) further petty crime and

low-level anti-social behavior will be deterred, and (2) major

crime will be prevented.

Recommendations Make it easy for food and beverage establishments to create outside areas on

public sidewalks.

Support public safety’s focus on the safety and cleanliness of areas with the most

Third Space potential.

Inc. Magazine rated Fresno

as the fourth best city in the

country in which to do business.

didyou

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Whatwouldfresnobelikeif…

the City and County of Fresno

announce partnership with

major agricultural producers and

associations, to fund research toward

making Fresno County agriculture

the center of ecologically sustainable

Agriculture in America

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strateGiCGoal

Step Across the Digital DivideFocus resources on access to and investment in technology.

The traditional workday is becoming a thing of the past. Creative professionals work when and where they need to, to get the job done. This might be on a laptop computer in a coffee shop, in a home office, or in a small office in a neighborhood district. Creative professionals are mobile. They change jobs more frequently and as a result, want to be in areas with multiple job and career opportunities. Fresno must develop a technological fabric if it is to develop the variety of opportunities necessary to keep local talent.

A technology-based economy allows people to hire creative services to further develop their businesses. A healthy small business economy will support web designers, graphic artists, advertising creatives, writers and others who will boost Fresno businesses into other regions.

A commitment to technology, innovation and entrepreneurship will keep business profits within the local economy. Every website designed by a local resident, every meal purchased in a Fresno-owned restaurant, every purse made by Hmong immigrants, every peach produced by a local farmer will keep more money inside our economy to be re-spent locally.

Creative professionals seek to use their talents and skills, to develop them further and to see the results of their abilities. Factory work, warehouses and distribution centers all add jobs to the economy, but not the kinds of jobs that are going to keep and attract knowledge workers and creatives. Knowledge workers are plugged-in and are online, and they must have the infrastructure to support this.

Recognizing the City’s limited resources, we believe that it is imperative to prioritize economic development efforts to support local entrepreneurship, local business expansion, and local business networks. If resources are spent on business attraction, they should be spent luring businesses that add to the depth of creative occupational opportunities.

Recommendations Move forward with the Metropolitan Area Network project.

Address the accessibility of T1 lines for small businesses.

Provide free Wireless (Wi-Fi) access to the downtown core.

Review city policies to support the technological needs of start-up business.

Review fee structures to support local businesses investing in and developing new technologies.

Establish policies that help the City’s purchasing power to go toward locally-owned businesses.

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strateGiCGoal

Listen to the MusicPromote and foster loud, lively stroll districts.

A large part of fostering creative professionals and knowledge workers is to ensure

that there is a thriving entertainment scene. From big name acts such as the

Rolling Stones to our own local big names such as 40-Watt Hype, Fresno is a stop

for many great local, national, and international tours. Regardless of how many

sell-out shows the Save Mart Center hosts, Fresno must work to make sure that

the local band wanting to play to a roomful of people has a space. Big shows at big

venues with big revenues are only a small part of a thriving entertainment scene.

Local entertainment options within neighborhoods and districts — especially in the

downtown core are necessary.

Imagine an evening in downtown

Fresno when Selland Arena, Grizzlies

Stadium, and the Saroyan, Crest,

Warnor’s and Hardy theaters are all

busy with films, plays and concerts.

Between the venues are street

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Esquire Magazine identified

Fresno as sixth in the ”top ten

Cities that Rock.” the associated

editor of the magazine said,

“that there is good music around

here and [residents] don’t have

to go to lA or san Francisco to

enjoy that music.”

didyou

knoW

?

performers, artists painting murals, art galleries, and local live music and poetry

readings. Would your kids stay in town an extra night during the holidays for this

kind of scene? Heck, they might even move back someday!

To build a lively nightlife, consideration should be given to downtown

entertainment venues that cater to knowledge workers and creative professionals.

Issuing of permits for live music and liquor licenses should be based not on history

of a particular location, but for the current business focus of new owners.

Downtown should be a noisy, lively place — especially in those places that already

cater to creative professionals. For this reason, the city should loosen noise

ordinances in these areas.

Consideration should be given when placing businesses next

to each other that may have different goals. For instance

locating an assisted living center next to a thriving after-

hours club may not be in the best interest of the attraction

of knowledge workers and should be avoided.

Recommendation

Allow for live outdoor music in entertainment districts until 2am or

after by being flexible with noise ordinances.

Fast track licenses and permits for establishments that cater to

knowledge workers.

Base permits and licenses not on the previous business at a location,

but the new business.

Encourage all development to have walkability features that de-

emphasize the role of the automobile.

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photo by lynn bAkeR CopyRight 2005 FResno Reel pRide photo by tAMelA RyAtt

strateGiCGoal

From an ArtHop to an Art RevolutionFoster and promote art and culture.

As Economist Rebecca Ryan points out, young professionals decide where they want

to live and then look for jobs within that city. They often decide to live in a place

where there are plenty of opportunities to play. Live music, a vibrant art scene, theater,

clubs, and a hip and happening downtown are all a part of the world of choices. The

opportunity to participate in activities is often more important than being a spectator.

The City can pave the way for businesses that are helping to fill this void, especially in

our downtown and urban neighborhoods.

We need to illuminate the role of culture and art in the community. According to Eduardo

Diaz, San Antonio’s first Cultural Arts Director, Fresno is one of only three top 50 cities

that does not have a cultural arts director.

Art has been around since before language. The value of art is intangible. However,

the economic impact is not. A recent study from Americans for the Arts found that

the average event-related spending by arts audiences is $22.87 for local attendees

and nearly twice as much for non-local attendees ($38.05). These dollars are

above and beyond the price of admission and are spent with local business for

food, refreshments, lodging, parking, or other similar services.

Art comes from an innate desire to express an idea or emotion. Sharing in

art fosters community and creates memorable experiences. There is a strong

educational value to art as well. It often exposes people to new ideas and

encourages them to think differently about the world around them.

One of the easiest ways to experience a culture different than your own is

to experience that culture’s food or art first. Art teaches tolerance, one of the

prime tenets of Richard Florida’s three T’s: talent,

technology, and tolerance.

the world’s most famous opera

star — Andrea bocelli — opened

the save Mart Center in 2004.

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The value of public art was explored in a recent article from the San Francisco

Chronicle: “Public art is important despite — or perhaps because of — its familiarity

or controversy.” The article went on to quote artist Leslie William, “Art, even bad art,

is better than no art at all.”

Ideally public art becomes part of the city and defines what makes the city special.

Public art is a reflection of the community and creates a heightened sense of place.

Additionally, public art helps to instill local pride and is a driver of revitalization.

“ What’s good for the arts is good for the economy. The mayors of cities with strong economies tell us that the arts have helped their communities thrive. Federal support for our nation’s cultural organizations is sound public policy.”Representative Louise M. Slaughter

2002 United States House of Representatives

and Chair, Congressional Arts Caucus

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pRoposed eXpAnsion pRoJeCt FoR the FResno MetRopolitAn MuseuM, MiChAel MAltZAn AssoCiAtes. iMAge CouRtesy oF FResno MetRopolitAn MuseuM.

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The city already has ’good bones’ for a burgeoning arts and cultural sector. We have

a wide variety of museums, galleries, venues and even a zoo that is looking to turn

the corner. But we must support these civic attractions and educate our residents

on their role in the fabric of our future success.

Recommendations Prioritize cultural arts at the city. Examples of this would be to re-fund the Arts

Council or hire a Cultural Arts Director for the City.

Fundamentally support the notion that the arts contribute significantly to our

quality of life and have social, economic, educational, and cultural impacts on a

community.

Take seriously the role of the arts in supporting economic growth.

Continue to “think big,” while adopting and demanding a standard of excellence

from our non-profits.

Pave the way for major expansion and vision from our non-profits and agencies,

such as the Fresno County Library, The Historical Society, Fresno Metropolitan

Museum, Valley Public Television, etc.

Explore ways to support the arts and help identify new funding sources for

improved sustainability.

Move forward with and fully enforce the already-adopted public art ordinance.

Financially support the redevelopment of three major historic theaters in the

downtown core (Warnor’s, Liberty/Hardy/Mexico, Crest).

“ The value a city places on its arts and cultural community often parallels its dedication to creativity, expression, and diversity.”

Mayor Bart Peterson, Indianapolis

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50

beyondtoday

Long Term Vision and Conclusion

Trends develop their own cycles. When you are going up, others feel the

momentum and jump on board, continuing the cycle.

On the other hand, when things are going downhill, the momentum

can carry far into the future. Some cities never seem to recover from

their downward spiral. Therefore we believe that it is critical for the

City to be aware of where we are in the momentum cycle and to encourage people

and activities that will build positive momentum.

We believe that Fresno has many great amenities, activities, and opportunities. We

have the potential to accelerate the positive momentum that has been created.

We need to be clear about our problems and challenges, and we need to make

educated and bold decisions about solving these problems. We need to support

innovative and creative solutions to our problems. We need to take on the challenge

of transforming our community in order to retain, attract, develop and support

knowledge workers.

51

beyond

today

If we can’t afford to be different or authentic, then, people will always consider us to

be mediocre. We can’t afford not to become a special place.

Many of the recommendations included in this report are easy and inexpensive to

act upon. Others do have a cost, but the cost of no action is far greater. It is possible

to become a desired destination for knowledge workers. It is possible to become the

envy of California and the rest of the nation. It is possible to have the “greener grass”

— if we take action now.

Let’s lead the country in improving our air quality.

Let’s lead the country in new business start-ups.

Let’s lead the country in Clean Technology.

Let’s lead the country in Brain Gain.

Let’s work toward establishing the “Fresno-style,” a style of housing, clothing, music, food, and education that reflects the best of who we are.

Let’s become known for our vibrant downtown and unique neighborhoods.

Let’s become a destination for arts, culture, and outdoor recreation.

Let’s maximize our diversity to create new knowledge workers.

Let’s lead the world in becoming the premiere choice for Quality of Life.

5�

CheCklist

Quick Policy Checklist

When evaluating a new policy or initiative, decision makers should explore whether or not they help us

reach our goal to retain, attract, develop, and support creative professionals. Answering “yes” to as many of

these questions as possible should be a priority of all area policy makers.

Does it help to creatively market Fresno-area attributes, internally, externally, or both?

Does it help us work regionally?

Does it help celebrate cultural and ethnic diversity?

Does it further the goals of the 2025 Fresno General Plan?

Does the policy promote excellence in design standards?

Does it move us closer to being a leader in clean technology development and integration?

Does it foster and promote green space, parks, and outdoor recreation?

Does it promote a viable and livable downtown?

Does it place priority on Fresno’s unique traits and older structures?

Does it help promote individual neighborhood districts?

Does it improve transportation in the urban core?

Does it foster and promote those places that are neither home nor work, yet where community is built?

Does it focus resources on access to and investment in technology?

Does it promote loud, lively stroll districts downtown?

Does it foster and promote art and culture?

Imagine the following newspaper headline: “Thousand of Creative Professionals flock to Fresno for ________________ (fill in the blank)!”

5�

thanks

Acknowledgementsmayor’sCreativeeConomyCounCilHenry T. Perea, Council Member, City of Fresno

Suzanne Bertz-Rosa, Graphic & Web Designer, Bertz-Rosa Design

Craig Scharton, Senior Director of Economic Development, One by One Leadership

Timothy M. Stearns, Director, Lyles Center for Innovation and Entrepreneurship at California State University, Fresno

Frank Delgado, Founder, Urban Tribe Six Blog and Music Director, KFSR

Marcos Dorado, Artist

Jarah Euston, Founder/Editor, Fresno Famous

Jocelyn Fuller, Freelance Editor & Copywriter

Tate Hill, Business Development Coordinator, Fresno West Coalition for Economic Development

Jaime K. Holt, Public Information Administrator, San Joaquin Valley Air Pollution Control District

Shawn Miller, Business Development Manager, City of Clovis

Robert V. Saroyan, Vice President of Development, Community Medical Foundation

Robert L. Wood, President, Generation Homes

CitystaffonProjeCt

ECONOMIC DEVELOPMENT DEPARTMENTLynn Bowness, Economic Development Manager

Kelly Trevino, Economic Development Analyst

Barbara Rische, Executive Secretary

CITy MANAGER’S OFFICEGary Watahira, Management Analyst III

We would like to thank the following individuals and organizations for their help in producing this document.

Office of Mayor Alan Autry Henry T. Perea, Fresno City Council

Joyce Aiken. Fresno Arts Council

Arte AméricasReza Assemi, Artist/Urban Developer

Lynn BakerJP Batmale, RJI Renewable Energy Task Force

Tony Boren, Council of Fresno County Governments

Paula Castadio, KVPT, Fresno Coalition for Art, Science and History

Chris Johnson, Johnson Architecture

City of Fresno Economic Development DepartmentCynthia Cooper, Fresno Coalition for Art, Science and History

Creative FresnoJohn Dahling, Photographer

Dan DeSantis, Fresno Regional Foundation

John Downs, City of Fresno Transportation Department

Fresno Art MuseumFresno FilmworksFresno Metropolitan MuseumFresno’s Leading young Professionals (FLyP)Jason HallKarana Hattersley-Drayton, City of Fresno Historic Preservation Project Manager

Gord Hume, City of London (Ontario, Canada)

Gary Janzen, Janzen IdeaCorp

Javawava

Dr. Tom Jones, WorxMark Keppler, Clovis Community Foundation and Tree FresnoBill Kuebler, Tower District Marketing AssociationDavid Lighthall, Relational Culture InstituteJim Michael, RJI, Technology Infrastructure Task ForceMarlene Murphey, City of Fresno Redevelopment AgencyBruce Owdom, Tower District Marketing AssociationJesse PadillaSteve Potter, Community Medical FoundationVictor Ramayant Reel PrideAllyson Robison, Office of Community and Economic Development at California State University, FresnoJon Ruiz, City of Fresno and RJI Physical Infrastructure Task ForceMaryAnne Seay, City of Fresno Parks & Recreation DepartmentAshley Swearengin, Office of Community and Economic Development at California State University, FresnoThe Taylor GroupDan Whitehurst, former Mayor and Fresno City Council MemberRuss Widmar, Fresno Yosemite International AirportNick yovino, City of Fresno Planning and DevelopmentParticipants of the CEC Summit

sPeCialthanks

The Mayor’s Creative Economy Council wishes to extend a special thank you to Mayor Alan Autry, Council Member Henry T. Perea, and Creative Fresno for their leadership in embracing the Creative Cities Movement.

5�

aPPendiCes

More Stuff

a.WhitehurstaPPetizers

One subject matter expert, Former Mayor Dan Whitehurst, provided a list

of innovative and fun ideas that are just too good to keep to ourselves. Our

hope is that by sharing them, that some civic entrepreneur out there will

take them and run.

b.reCommendationsfromthe fresnoCoalitionforart,sCienCeandhistory

Fresno Coalition for Art, Science and History provided some thought-

provoking recommendations. Many are included in the final report.

Appendix B includes them all.

C.CeCsummitreCommendations

List of recommendations gathered at the CEC Summit on October 11, 2005.

d.reCommendationmatrix

List of overall recommendations gathered from various online and off-

line sources including conversations with various subject matter experts,

conversations with people out in the public, and posts on Fresno Famous,

MindHub, Urban Tribe Six, and the FLYP blog.

55

aPPendix

a

Whitehurst AppetizersIdeas to stimulate discussion.

Billion Dollar MakeoverThrough an assessment district or other mechanism, raise enough money to do

parks, squares, fountains, median landscaping, public art, traffic calming and other

techniques for making Fresno more attractive.

Downtown Campus (Ratkovich Plan)Build on the UCSF and Community Medical Center presence downtown by attracting

other higher education programs: UC Merced, Fresno State, Fresno City College,

San Joaquin College of Law, Alliant University, etc. Start working now on a full UC

medical school. Convert buildings to student and faculty housing. Develop shared

facilities among the institutions (classrooms, library, fitness center, etc.). There

are good models for downtown campuses as magnets for revitalization: Savannah

College of Art and Design, http://www.scad.edu/about/index.cfm and Academy of

Art University in San Francisco, http://www.academyart.edu/. There are also models

for shared resources among neighboring schools: The Claremont Colleges: Harvard/

MIT/Tufts/Boston U, etc.

Branson WestAbout 15 years ago a promoter looked at buying or leasing the Crest, Wilson,

Warnor’s, Hardy’s, Memorial Auditorium, Casablanca, Rainbow Ballroom. The idea

was to book musical acts from Los Angeles and to have a constant offering of live

music. Branson became a major destination by offering a cluster of music venues at

affordable prices. Fresno would have the advantage of existing buildings that could

be acquired and adapted at a fairly low cost, plus the proximity to entertainers and

audiences. http://www.bransontourismcenter.com/

Sell/Lease Fulton MallTurn the public space (mall, parking structures and city-owned properties) over

to a private developer/mixed-use center operator. Acquire other properties in the

downtown area, including the air space over existing properties. Let a strong for-

profit company run downtown as a competitive mixed-use center.

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aPPendix

a

City WalkMake Fulton Mall like City Walk at Universal City.

(http://www.citywalkhollywood.com/)

Ag CenterFor years, there has been discussion of an agricultural trade center in downtown

Fresno. Maybe call it the Food and Fiber Center if “ag” is a turnoff.

Branding and Bright LightsWhat if the owners of the tall buildings in downtown sold the naming rights to their

buildings to big ag-related companies: SunMaid, Dole, Del Monte, Caterpillar, John

Deere, etc. with a requirement that each construct a Las Vegas type neon sign on

the top of the building and do some kind of visitor center on the ground floor. The

Fresno skyline would look like the farming capital of California and there would be

reasons for travelers to exit 99 for a visit to downtown Fresno.

Motel Drive ConceptWe’ve lost most of the Giant Oranges and Bob’s Big Boys. California had a history

of whimsical roadside eateries, motels and shops that have gone away. What if

the great ones were re-created on a stretch of Motel Drive, so people could slide off

the freeway and grab a quick bite, or spend the night at a “retro motel” and enjoy

an evening in Fresno. See http://www.roadsideamerica.com/salad/ and a great

book, California Crazy and Beyond, (http://www.amazon.com/exec/obidos/tg/detail/-

/0811830187/103-6265824-8467818?v=glance).

Competition for Artists and BusinessesSponsor a national competition for artists and start-up businesses, in which the

winners would receive a cash prize plus two years of free housing and/or office-

studio space in Fresno. Or sponsor scholarships for high-potential people to attend

Fresno State’s business school or one of the other graduate schools.

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aPPendix

a

ResortEncourage the development of a Fresno area resort-conference center that could

serve as a connection between Fresno and the Sierra (especially Yosemite), perhaps

along the San Joaquin River. Think of places like Meadowood Napa Valley (http://

www.meadowood.com/) or the Broadmoor in Colorado Springs (http://www.

broadmoor.com).

Bold, Beautiful BelmontTake one commercial street in town (my nominee: Belmont) and remove all sign

controls, setback and parking requirements. Encourage bold colors, wild public art,

innovative architecture, garish signs and outdoor displays.

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aPPendix

b

Recommendations from the Fresno Coalition for Art, Science and History

Set the Agenda: Who are we?

What are we doing?

How are we going to get there?

Who can help us?

Who are we? Fresno Coalition for Art, Science and History (FCASH)

A member driven non-profit organization representing art, science and history

organizations

Organizations that consistently provide exceptional educational and entertaining

programs

Programs often supported by meaningful outreach designed to connect

communities

• All of which operate in a market that’s younger, more impoverished, less educated

• A public that wants what it wants, when it wants it

• Our organizations are lean, doing more with less, and faced with diversifying

revenue sources as membership contributions wane

What are we doing? Dedicated to improving the economic vitality and quality of life through elevating

the arts

• Why? We feel we are one of the most under leveraged sectors of our

community.

• According to the Americans for the Arts, every $1 spent by a non-profit

organization contributes $3 to the economy (clothing, babysitting, hair

care, gas, dining, etc.)

• Every $1 spent that draws someone from outside the area results in $6

spent in the community (hotels, more dining, shopping, etc.)

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aPPendix

b

FCASH has four key areas of focus in support of the Fresno Cultural Plan:

1. Promote Economic Development – To begin, we will prove our local

impact on the economy and job creation by conducting an economic

survey to collect the data to support our case.

2. Promote the Arts - Then, we’ll need to tell our story. FCASH will work

with other arts organizations to create a unified, consistent message for

promoting the cultural arts sector. A marketing plan and some initial

brainstorming are in the works. The ultimate goal is to build awareness

and audiences for cultural arts organizations.

3. Advocate for the Arts - And, we’ll work with the Fresno Arts Council to

advocate for the arts when issues arise. Working together, we’ll become

a powerful voice with connections to many of the influentials in our

communities.

4. Strengthen the Cultural Sector – All of this will help strengthen our

members and in turn, strengthen cultural arts expressions in our

community. Additionally, FCASH holds weekly meetings to cultivate

collaborations and provide insight into our area, the services available

and professional development training.

How are we going to get there?

• Through strategic alliances, e.g. Fresno Arts Council, Creative Fresno, City

of Fresno, Fresno County, collaborations among our members

• We have to have a sustainable model to fuel the organization and effort

• Being organized, strategic and bold

Who can help us?

• City of Fresno and here’s how:

City should fundamentally support the notion that Fresno is a

great place to live and that the arts contributes significantly to our

quality of life

City should fully understand the social, economic, educational,

and cultural impact the arts makes on a community

City should actively listen and take seriously the role of the arts in

supporting economic growth once the story is proven and shared

City should continue to “think big,” while adopting and demanding

a standard of excellence from its non-profits

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aPPendix

b

City should pave the way for major expansion and vision from

our non-profits, such as the Fresno County Library, The Historical

Society, Fresno Metropolitan Museum, Valley Public Television, etc.

City should be seen as boldly supporting the cultural arts sector,

thereby instilling pride and modeling behavior that is healthy for

our area

City should explore ways to support the arts and help identify new

funding sources for improved sustainability

City should help convene conversations about the arts and

encourage younger generations to get involved in the discussions

(reshape the arts to meet the changing demographic)

City should truly embrace and accept the entire “creative class”

City should fund a social marketing study to change behaviors

in our community, e.g. increased volunteerism, philanthropy,

attendance, etc.

City should invest in attracting tourism – there is a lot do!

City should boast and promote ArtHop to help draw tourism

Mayor should play a stronger role in promoting the arts and using

his influence to highlight the arts in Fresno

City should demand the P in PEG Access, along with a media center

City should engage the community about claiming eminent domain

on the South side of Mono and Van Ness to concentrate more

galleries in one area.

City should move quickly to bring restaurants to the Downtown area

City should ensure the safety of visitors in the Downtown area and

promote that it is safe.

City should make parking more accessible and free at times of

major cultural arts events

City should offer free wi-fi everywhere

61

aPPendix

C

2,000 mid to upper income level condominiums300 art hop participants with 3/4 north of ShawA network of lakes and canalsADA complianceAgriculture museumAll new development being based on traditional

neighborhoodsArts center (like the Kennedy Center)Better driving access downtownBetter education about existing artBetter mental health careBetter nutrition programs in public schoolsBetter schoolsBigger, better museumBio-diesel / clean energy sourcesBulldog football being a #1 teamClean up air for better view of the mountainsComputer industryCreate a recognizable Fresno landmarkCreate industryDistinct neighborhoodsEmbracing collaborationEthanol refineryExpanding agriculture into high technology jobsExpansion of airportFood festival to celebrate valley agricultureFormal alliance of CSUF and medical researchFresno as head city in Central Valley regionFresno as the place to beFresno not having one of the

top ten worst air qualitiesFriendlier to walkingFry’s electronicsGreen spaces and trees downtownHigh quality affordable housingHigh speed monorailHigh speed rail to Los Angeles and San FranciscoHighway 99 beautificationIncrease in public / outdoor artIndustry specific educational and

training facilitiesIntegration of communitiesInterfaith unity centerInternational culinary schoolInternational opera instituteInvestment and Angel capitalLight railLive/work spaces for musicians and artistsLocal entertainment magazineLowering energy usage / more ‘green’ buildingMajor corporate offices moving to Fresno

Moratorium on new roads and freewaysMore diverse housing optionsMore gardensMore public funding of the artsMore restaurants downtownMore tourismMore transportation choicesMulti-use buildingNASCAR trackNational press coverage of FresnoNeighborhood parks / water parksNetwork of bicycle lanes and trailsNew downtown museum and historic societyNew industry jobsNew libraryOngoing CEC summitsOutdoor tourismPBS station that is fully supported by the

community and city that it servesPreservation of ethnic neighborhoodsPrestigious social clubsProtection of our historyPublic records available onlineRecruit more businessesRenewable energyResearch and development parkRestore Warner theaterReversal of outsourcingRevitalized core — Downtown, Chinatown,

Tower DistrictSafetySequoia film festivalShuttle from Fresno to UCMSidewalksStop the city limits from growing - create a

‘green belt’Superior court houseSynchronized street lightsTour of religious art in FresnoTourismTransportation options other than carsVibrant downtown nightlifeVibrant Gay communityWell educated population and workforceWireless communication everywhere

in the ValleyWireless networkWriters conferenceYounger, more, diverse non-profit

board members

CEC Summit RecommendationsIdeas submitted from open public forum on October 11, 2005.

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Category Recommendation

Arts/Culture Consider Cultural Arts Plan when making decisions

Arts/Culture Endorse public arts ordinance

Arts/Culture Establish arts incubator

Arts/Culture Investigate using tax or bond for funding cultural arts

Arts/Culture Market relative cultural arts activities to CSUF students

Beautification City of Fresno to establish open communication including: 1) discuss how to get parks & trails built in Fresno; 2) notify Tree Fresno when city of Fresno is doing a project; and 3) communicate with Tree Fresno if there is a trail issue and make sure that they are involved in decision making.

Beautification Contribute $100k to the “300k Fund” that would fund landscaping of flood basins on an on-going basis

Beautification Create Walk-able Neighborhoods

Beautification Enforce ordinance for median greening

Beautification Enforce trail ordinance

Beautification Identify high-level champion within City to lead efforts (City Manager or Asst. City Manager)

Beautification Improved downtown streetscape (lights, trees, fountains)

Beautification Landscape watershed basins, canal banks, and railroad right-aways

Beautification More public spaces

Beautification Put up arch-way signs like in downtown Fresno to announce and display different areas of Fresno

Building/Growth Address the sprawling layout of the city that doesn’t lend itself to human interaction.

Building/Growth Establish clear priorities for RDA that aids projects that meet those priorities

Building/Growth Expedite permit process

Building/Growth Hire additional staff or contract out services for plan checking

Building/Growth More upscale lifestyle apartment/condominiums

Building/Growth Standardize govermental approval processes, so it is a similar process to get an industrial/commercial project as a residential.

Building/Growth Streamline permitting process

Building/Growth Use design and architecture that respects and honors the San Joauin River Parkway

Communication Ad campaign focusing on the cost and quality of fresh food in Central California vs. other parts of the country

Communication Better support from Fresno Bee

Gathered RecommendationsList of overall recommendations gathered from various online sources and

off-line sources including conversations with various subject matter experts,

conversations with people out in the public, and posts on Fresno Famous,

MindHub, Urban Tribe Six, and the FLYP blog.

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Communication Create one central location and put larger and more substantial advertising to promote it

Communication Cross-web linking

Communication Develop a coordinated image campaign

Communication Need to have a way for new professionals to connect

Communication Work with media to create a regular arts & culture section that focuses on local entertainment, classes, lecture, etc.

Communication/ Entertainment

Have festivals on the Fulton Mall that feature Food Network celebrity chefs using locally grown produce.

Entertainment A pub crawl like Santa Barbara’s State Street or San Diego’s Gas Lamp Districts.

Entertainment Celebrate each harvest as it comes into season.

Entertainment Foster live music scene

Entertainment More bistros and cafe’s.

Entertainment More nightlife

Entertainment Possible festivals may include: Battle of the Bands, Sunday in the Park (with live entertainment), Downtown Weekends (with live performances, vendors, and outdoor dining), “First Night” Celebrations

Entrepreneurship Central Valley Business Incubator

Entrepreneurship Free Rent to entrepreneurs

Entrepreneurship Fund business ventures

Entrepreneurship Lyles Center for Innovation & Entrepreneurship

Entrepreneurship Matching Grants

Entrepreneurship Support $250k business plan competition

Entrepreneurship Support Entrepreneurs

Environment Be bold in becoming a leading city for innovative energy usage

Environment Flex building codes to enable better clean energy, such as orienting houses and buildings to the south

Environment Green building

Environment Offer a fast-track permitting process

Environment Tap into PG&E fund to offer financial incentives

Jobs Attract more high-tech industry

Jobs Fresno having career advancement opportunities (aqua corporate headquarters).

Jobs Higher paying jobs

Jobs Technical Jobs

Misc. Focus on nurturing local businesses, that will reinvest in the local economy

Misc. Incentive to film in Fresno (see Film Fresno)

Preservation Development should work around existing historic buildings

Preservation Expose historic buildings

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Preservation Historic preservation

Social Change “Welcome to Fresno” function for college students

Social Change Community that supports and encourages innovation, creativity, technology, new media, and progressive attitude and lifestyle.

Social Change Embrace newcomers

Social Change Embrace the GLBT population

Social Change Encourage civic engagement

Social Change Focus on bridging “silos”

Social Change Focus on changing mindset

Social Change Make it easy for emerging artists to live and work here while connecting to national and international markets.

Social Change Marquee on Save Mart Center

Social Change Need to see artifacts that there is something to be proud of in Fresno.

Social Change Use a certain percentage of FAX ad spaces to communicate new message

Social Change Use alternative media sources (I.e. sponsorships, skywriting, Internet, etc.) to reach Y-gen (18-24 year olds)

Social Change/ Communication

Create a community portal to aid in communicating the benefits and attractions of our region

Social Change/ Entertainment

Celebrate ethnic diversity (each weekend a different group)

Technology Access in homes

Technology Bridge digital divide with affordable solution and education

Technology Businesses restricted with costs of T-1, line

Technology Capacity building in schools

Technology City-wide WiFi

Technology Expansion of fiber-to-the-home networks

Technology Free wireless Internet zones

Technology Seek subsidies to underwrite technology

Technology Technology infrastructure

Transportation Better mass transit

Transportation Bridge over H St. if necessary

Transportation Change bus fees so that heading towards downtown is free, and heading away from town requires a fee.

Transportation Fix intersection at Divsadero and H St. (Needs focus for other reasons: 6-way section)

Transportation Increase bike paths

Transportation More flights at FAT

Transportation People mover around downtown

Transportation Research transportation and make educated policy decisions

Transportation Skyway/tram/other transportation for Fulton Mall

Transportation Turn H into a main thoroughfare to help people maneuver downtown

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Transportation/ Urban Revitalization

Friday/Saturday night trolley from Tower to Downtown nightspots every 20 minutes

Transportation/ Urban Revitalization

Run buses direct from Fresno State to downtown

Urban Revitalization Build Unirail around the circumference of Fresno with spokees to central staging areas.

Urban Revitalization “Districtize” Fresno.

Urban Revitalization A kid-friendly downtown

Urban Revitalization Appoint vice-mayor or omnibudsman whose sole focus is on downtown (knock town barriers for urban revitalization)

Urban Revitalization “Business Makeovers” by volunteer teams to work with businesses on interior/exterior design.

Urban Revitalization Concern over paid parking

Urban Revitalization Easement from tower mall to Fulton mall

Urban Revitalization Encourage a “Life after 5” in downtown

Urban Revitalization Encourage increased density housing

Urban Revitalization Free parking downtown

Urban Revitalization Make every decision looking through the lens, “Is it good for downtown or not?”

Urban Revitalization More downtown housing

Urban Revitalization More urban feeling

Urban Revitalization Multiuse zoning in downtown Fulton Mall

Urban Revitalization Places to go after ballgame

Urban Revitalization Priority for development in the core of the city (faster permitting means faster revitalization can happen)

Urban Revitalization Restain concrete on the Fulton Mall

Urban Revitalization Revisit and update building code for core city area that encourage street life, reflect modern urban living, and encourage urban density (sidewalk seating, balconies over sidewalks, etc.)

Urban Revitalization Re-zone the Jefferson Lowell area.

Urban Revitalization Signage for parking and Fulton Mall

Urban Revitalization Taller buildings

Urban Revitalization Use property taxes for funding districts