Joe Mathews, THE SACRAMENTO BEE
Adjust your California maps: The dot marking Santa Rosa needs to be bigger.
Dramatic changes in housing, demography, and criminal justice are altering the Golden State’s geography, and no place in California stands to benefit more than Santa Rosa.
The Sonoma County seat seems poised to become the most successful example of a certain type of urbanism – the rapidly growing midsize city that serves as a crossroads between major regions. The city’s current motto – “Out There. In the Middle of Everything” – encapsulates the new and paradoxical centrality of edge cities, from Fairfield and Santa Clarita to Riverside and Escondido.
“We’re on the move and we’re interested in growing,” says Santa Rosa City Council member Julie Combs of her town.
The fifth largest city in the Bay Area, Santa Rosa, population 175,000, plays many roles. It’s the northern spillover area for people and businesses seeking refuge from the higher costs of communities closer-in. The city now boasts 88,000 jobs, its highest employment level ever.
And by dint of geography and strategy, the city is emerging as California’s weed crossroads – or, in more official language, the “farm-to-market” center for medical and recreational marijuana, connecting the North State’s cannabis growers with the retailers and consumers of the Bay Area and points south.
While other California cities have decided to limit the marijuana industry, Santa Rosa has rapidly issued permits for cannabis operations, creating a run on warehouse space. What the city wants is higher-wage professional jobs – in sales, finance, distribution or lab testing – that the newly legal industry will require.