Roseville hires master developer to spur downtown revitalization

Cordish Company and Evergreen Company to work jointly as master developer
By: Sena Christian, Staff Reporter
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Action Taken

Here’s a look at some other items approved during the Feb. 6 council meeting:

Blue Oaks Boulevard widening project agreement: Blue Oaks will be widened from four to six lanes between Crocker Ranch Road to the Industrial Boulevard overcrossing. This also includes constructing bike lanes, upgrading bus stops, ADA upgrades and construction of raised concrete medians. Bennette Engineering Services of Roseville has been selected to provide engineering services with construction to begin in spring 2014. The not-to-exceed cost is $341,435 with a 10 percent contingency.

Park project call for bids: W-53 is a 10.7-acre park site on Amington Drive at Wharton Land in the West Roseville Specific Plan area. The project includes installation of a children’s play area, swings, covered picnic area, lighted ball fields, tennis courts, basketball half-courts, adult fitness equipment, restroom, perimeter pathway, temporary gravel roadway, turf, landscaping and irrigation for an estimated base bid of $2 million.

Sodium hydroxide solution agreement renewal: The Environmental Utilities Department will spend an estimated $275,000 annually for its ongoing need for sodium hydroxide solution for its wastewater treatment plants, water treatment plant and Roseville Energy Park.

Vehicles purchase: The city will purchase two Ford Escapes, two Ford F150 pickup trucks and three Ford F250 Super Duty pickups with utility bodies for a total of $96,537.

Security guard services: The Pleasant Grove Wastewater Treatment Plant has an ongoing need for a security guard from 6 p.m. through 6 a.m. every day of the year. The Electric Department has a similar requirement for a nighttime guard to patrol its yard. The Downtown Library uses a security guard Monday through Wednesday and on Saturdays to patrol the area. Green Valley Security, Inc. was chosen for a total five-year cost of $100,272.

Financial consulting services agreement: In July, council approved a three-year professional services agreement with Economic and Planning Systems, Inc. to provide financial consulting services to the city for $75,000 a year. To accommodate an additional project looking at the proposed hotel/conference center, the city will increase the agreement by $15,000.

~ Sena Christian


The city of Roseville and several mom and pop merchants on Vernon Street have kept battling to move closer to the vision of a vibrant downtown.

Now, they’re expecting to get some help with the selection of a new downtown master developer, which was unanimously approved by the Roseville City Council during Wednesday’s meeting. The Cordish Company and The Evergreen Company were chosen out of five applicants to work jointly as the area’s master developer.

“I think this is a great time for the city to step up to the plate and keep things going in what has been a pretty challenged economic climate and to use the public-private partnership as a really unique way to leverage the city’s assets for everyone to get more out of their downtown,” said Mayor Susan Rohan.

The city will next enter into negotiations with the two companies.

The point of a master developer is to provide additional financing and development opportunities for projects envisioned by the Roseville Downtown Specific Plan, which was approved in 2009 after more than 20 public workshops, according to Revitalization Manager Kevin Payne.

The master developer will be tasked with constructing several projects, which could include additional parking, construction of public facilities such as Fire Station No. 1, streetscape projects on Atlantic Street and civic and recreation facilities. The developer will also work to attract tenants.

Additionally, the developer will assist with transforming publicly owned properties located at the 300 block of Vernon Street where a U.S. Post Office and the former City Hall are currently located, and turning land adjacent to Dry Creek into “riverfront” development.

The master developer will work to build a “Vernon Street Brand,” making downtown an attractive place to be, Payne said. In some cases, the developer may work with the nonprofit Roseville Community Development Corporation.

Downtown Roseville Merchants Association Scott Alvord spoke in support of a master developer at Wednesday’s meeting.

“Our downtown is starting to pick up,” Alvord said. “I’ve had a business here for over eight years and I’ve seen literally 30 businesses come and go as foot traffic is just really low. So some of the neat things the city has been doing is really going to start helping that and this is going to complete that vision that we had.”

Jaynette Moynier, vice president of First Bank on Vernon Street, also expressed support.

“We feel that this is the next logical step in fulfilling our goals of creating an economic environment where we can thrive,” Moynier said. “On a personal note, as someone that has grown up in Roseville, this is very exciting to me to see that we will have business retention, recruitment and also (be) creating jobs. I’m looking forward to a downtown that is 24/7, and a downtown that is vibrant.”