Wed, Nov 5, 2025·Santa Rosa, California·City Council

Santa Rosa City Council Meeting Summary (2025-11-05)

Discussion Breakdown

Affordable Housing36%
Procedural16%
Fiscal Sustainability11%
Transportation Safety7%
Community Engagement6%
Parks and Recreation5%
Economic Development5%
Homelessness3%
Historic Preservation3%
Miscellaneous2%
Technology and Innovation2%
Food Security1%
Water And Wastewater Management1%
Environmental Protection1%
Public Safety1%

Summary

Santa Rosa City Council Meeting (2025-11-05)

The Council heard major policy and fee items aimed at improving city revenues and long-term planning: a proposed dynamic pricing program for non-resident tee times at Bennett Valley Golf Course; General Plan 2050 implementation via municipal code and zoning map updates (including “missing middle” housing); updates to development service fees and downtown parking rates; and approval of the Santa Rosa Tourism Business Improvement Area (BIA) annual report and work plan. The meeting also included community empowerment announcements, city manager updates (CalFresh reductions, EV charging recognition, bike/ped overcrossing bid release), and extensive public testimony—particularly on the General Plan implementation and neighborhood impacts.

Discussion Items

  • Bennett Valley Golf Course – Dynamic Pricing (Non-residents only)

    • Presenters (Kemper Sports/Touchstone Golf): James Birchall and Greg Anderson presented a “True Demand” dynamic pricing system for non-resident tee times only, emphasizing resident pricing would remain unchanged.
    • Project description (as stated): Pricing would vary based on factors including historical data, weather, current sales/booking pace, availability windows, and golfer response. They cited a case study where rounds were down but revenue increased (they stated a 22% revenue increase / about $31,000). For Bennett Valley, they stated that from January–September 2025 there were about 8,000 non-resident rounds at an average about $52, generating about $413,000, plus walking revenue they stated as about $153,000.
    • Revenue estimate (as stated): They estimated about $85,000 additional revenue January–September if implemented in January 2026 (assuming about 60% of rounds pay the “full rack” dynamic rate), and about $100,000+ over a full year.
    • Council Q&A:
      • Councilmember Rogers asked how non-residents would know the price; staff explained prices would appear dynamically in the online tee-sheet and via staff when calling.
      • Councilmember McDonald asked where Kemper is based; presenters cited Chicago (support office) and other locations, with some local leadership.
      • Councilmember Fleming asked where added revenue goes; presenters said revenues go back into the City enterprise fund for Bennett Valley, while Kemper is paid a management fee.
  • General Plan 2050 Implementation – Municipal Code Updates, Rezoning for Consistency, and “Missing Middle” Housing

    • Presenters: Gabe Osburn (Director of Planning & Economic Development), Amy Nicholson (Supervising Planner), and Ashley Crocker (Assistant City Attorney).
    • Project description (as stated):
      • Ordinance 1: Amend Titles 18, 19, 20, and 21 to align zoning/municipal code with General Plan 2050 (including park dedication chapter updates, removing the growth management ordinance due to conflicts with local goals/state mandates, and streamlining EV charging equipment as a use).
      • Ordinance 2: Rezone 2,089 properties for consistency with General Plan land use designations (staff corrected the slide to 2,089).
      • Ordinance 3: Add a Missing Middle Housing combining district to 1,991 properties, described as “house-scale buildings that include multiple units in walkable neighborhoods.” Nicholson emphasized “middle” does not refer to affordability level.
      • Staff explained missing middle is optional (does not require redevelopment; does not change legality of existing homes). Design/development standards and rear-parking requirements were described as intended to maintain neighborhood compatibility. In historic preservation districts, projects would remain subject to landmark alteration permits and historic district standards (including a stated 35-foot height limit).
      • Staff noted a prior Planning Commission concern regarding Parker Drive (east of Memorial Hospital), where GP land use envisioned office but existing development is single-family; staff removed those parcels from the rezoning ordinance and recommended a future General Plan land use amendment to align GP designation to low-density residential.
    • Council discussion (positions expressed):
      • Multiple councilmembers emphasized the program is a long-range 2050 framework, is optional, and does not force redevelopment.
      • Councilmember Ben “Wellows/Waylos” asked about impacts to existing homes and property values; staff reiterated no requirement to change existing homes.
      • Councilmember Rogers and Councilmember Fleming raised concerns about historic district process complexity/cost and how design review preserves neighborhood character.
  • Development-Related Cost of Service Fee Update (Planning/Engineering/Building)

    • Presenter: Gabe Osburn.
    • Project description (as stated): Minor adjustments and refinements to development services fees after a comprehensive fee study adopted March 5, 2024 and a follow-up study session February 4, 2025.
    • Notable changes (as stated): caps on surcharges (advanced planning and tech), a new hillside development director-review fee, a tiered tree removal fee structure (reduced from prior level), reduced fees for multiple entitlements (highest fee full, others at 50%), parcel map waiver fee reduction, and adding a legal counsel component for certain environmental document review.
    • Fiscal estimate (as stated): Staff estimated about $40,000/year revenue reduction from certain reductions, with overall goals focused on improved cost recovery.
  • Downtown Parking Fee and Citation Updates

    • Presenters: Chad and Tanya (Parking).
    • Project description (as stated): Implement study recommendations (MTC grant process; 1,600+ survey responses). Proposed rate adjustments for premium/value lots and consistency across garages; additional free-parking options (including making all parking free on Sundays); removal of certain meters in low-use areas; new/adjusted permit types; adjusted citation fees for violations below $50 to align with neighboring jurisdictions.
    • Maintenance and revenue: Staff stated changes would help stabilize parking program finances and support long-term garage maintenance planning.
  • Santa Rosa Tourism BIA Annual Report, Budget, and Work Plan

    • Presenter: Scott Adair (Chief Economic Development Officer), with Gabe Osburn.
    • Project description (as stated): Continue a 3% lodging assessment collected from guests; after a 2% city administrative fee, the remainder is distributed 30% to City Economic Development and 70% to Santa Rosa Metro Chamber (tourism marketing contract/Welcome Center).
    • Trend (as stated): BIA revenue growth from just over $1M (2020) to over $2M (2024).
    • Work plan updates (as stated): shift admin duties back to staff, develop a Santa Rosa-specific tourism strategic plan, expand regional collaboration, evaluate advisory board operations, and allow support for arts/culture/economic development initiatives tied to tourism.

Public Comments & Testimony

  • Dynamic pricing (golf course)

    • Fred Olibach (public): Expressed opposition to dynamic pricing, stating it feels unfair and comparable to airline “rip off” pricing; warned of a “slippery slope” to dynamic pricing for other city fees and urged council not to adopt it.
  • City Manager/Attorney reports public comment

    • Janice Carman (public): Comments largely unrelated to the posted item; Mayor redirected her to speak to agenda items.
  • Council reports public comment

    • Peter Alexander (public): Made wide-ranging comments unrelated to council reports, including assertions about federal programs and other topics.
    • Janice Carman (public): Spoke about concerns that the City is not preparing for AI infrastructure; referenced a meeting where AI was discussed.
  • Non-agenda public comment (selected)

    • Nate Coogan: Raised concerns about Measure EE business tax compliance and an alleged discrepancy between code and FAQ regarding commercial rental tax application, stating small property owners are disproportionately impacted.
    • Rebecca (Energize Hot Yoga owner): Expressed concern about increased homelessness/transient impacts near 7th & Wilson since October 1, 2025; stated reopening of St. Vincent’s dining hall “tipped the scale” and cited lack of adequate security/cleanup/accountability.
    • Janice Carman: Alleged illegal clear-cutting near her home without permits and claimed related damage (street/driveway cracking) and floodplain/spring/creek concerns.
  • General Plan 2050 implementation / Missing Middle / Rezoning

    • Supportive testimony:
      • Fred (public): Urged approval, framing changes as needed for inclusion/equity given UGB constraints.
      • Abby Arnold (homeowner/senior): Supported zoning changes; linked housing shortage to school district enrollment and risk of receivership.
      • Cal (public): Supported missing middle as a tool for attainable ownership for younger residents; urged approval.
      • Generation Housing (Stephanie, Deputy Director): Supported missing middle; expressed that it fills the gap between single-family and large multifamily and urged adoption and further streamlining.
      • Speaker requesting rezoning for his own properties: Expressed support and urged the City to “get it done,” stating he had requested rezoning years earlier.
    • Neighborhood-specific concerns / requests:
      • Richard (Coffee Park): Raised concern about SB 1123 (effective July 1, 2025), stating it allows streamlined subdivision on certain single-family vacant lots with no public hearings; cited 2016 Dennis Lane marketing claims and asked how communities can be heard on such projects.
      • Craig Keene (near 2016 Dennis Lane): Expressed concerns about potential density, parking, lack of sidewalks, traffic, and evacuation safety in a future emergency.
      • Parker Drive residents (Matt, Brad, Greg Nash, Pam Fraska): Thanked staff for responding to concerns and for removing Parker Drive area from rezoning; Pam requested clarification that nearby streets/ends of the block would also retain current zoning.
      • Duterte Commons residents (Gwen, Scott) and others (Kevin): Requested removal of the Duterte Commons block from the missing middle overlay, arguing it is already dense, owner-occupied with deed restrictions/affidavits, and has little physical capacity for additional units.
      • Kingwood/Link Lane area speakers (Al Stavola, Armando Cruz, Alex): Expressed concerns about parking, neighborhood character, safety, and communication/outreach (including Spanish-language access). Armando stated many neighbors are Spanish speakers and not aware of the proposal; he questioned affordability outcomes and expressed concern that “optional” could later become pressure to consolidate lots.
      • Anna (public): Urged more focused outreach/town-hall style engagement, emphasized translation/access needs for Latino families, and expressed concern that “affordable housing” efforts result in market-rate housing; also urged looking for solutions that do not increase residents’ property tax burdens.

Consent Calendar

  • Approved (Items 13.1–13.10) including: network hardware purchase order; VoIP phone system implementation PSA; amendment for municipal legal services; towing blanket PO amendment; fire inspection software modernization purchase; surplus land resolution (1942 Rose Ave) as exempt surplus; easement vacations after sewer/water improvements; easement grant to PG&E (700 Fifth St); multiple bid awards for revenue analysis/support services; and second reading ordinance amending business license-related code sections.
    • Vote: Passed with 5 affirmative votes; Councilmember Fleming absent and Vice Mayor Alvarez absent (as recorded by the Clerk at that time).

City Manager / City Attorney Reports

  • City Manager:
    • Reported about 43,000 Sonoma County residents expected to receive reduced CalFresh benefits; directed residents to getfood.refb.org and stated the City is planning food bank efforts/partnerships.
    • Announced Santa Rosa earned Charging Smart Gold designation and stated Santa Rosa is the first designee in California (and on the West Coast) to earn it.
    • Announced the bike/ped overcrossing bid was released; proposals expected December 16.
  • City Attorney: No report.

Key Outcomes

  • Dynamic pricing (Bennett Valley Golf Course): Council expressed support/direction to proceed; no recorded vote in the provided transcript segment.
  • Closed session: City Attorney reported no reportable action.
  • General Plan 2050 implementation package (three ordinances + direction):
    • Council approved first reading and introduction of ordinances implementing General Plan 2050 code updates, rezoning for GP consistency, and missing middle overlay.
    • Amendment adopted: Remove Duterte Commons and Kingwood area from the missing middle housing combining district map for now, with direction for staff outreach and to bring back through a future General Plan amendment package.
    • Vote: Passed 6-0 with Vice Mayor Alvarez absent.
  • Development-related cost of service fee update: Adopted resolution updating development service fees.
    • Vote: Passed 6-0 with Vice Mayor Alvarez absent.
  • Downtown parking rate adjustment and citation fee updates: Adopted resolution approving the new/revised parking district fee schedule.
    • Vote: Passed 6-0 with Vice Mayor Alvarez absent.
  • Santa Rosa Tourism BIA annual report/budget/work plan: Adopted resolution approving the 2024 annual report, budget, future work plan, and continuation of the lodging assessment.
    • Vote: Passed 6-0 with Vice Mayor Alvarez absent.

Meeting Transcript

That's all that's Good afternoon. I'd like to ask the interpreter currently on the Spanish channel to commence interpretation of the meeting. For those just joining the meeting, live interpretation in Spanish is available, and members of the public or staff wishing to listen in Spanish can join the Spanish channel by clicking on the interpretation icon in the Zoom toolbar. It looks like a globe. If you are on your cell phone or tablet, locate the three dots, tap them lightly, and put a check mark on your preferred language. Click done to activate and begin the interpretation. Once you join the Spanish channel, we recommend you shut off the main audio so you only hear the Spanish interpretation. Isidra, will you please restate this in Spanish? Back to you. Thank you, Mayor. Councilmember Rogers. Councilmember O'Krepke. Councilmember McDonald. Council Member Fleming. Councilmember Ben Wellows. Let the record show that all council members are present with the exception of Vice Mayor Alvarez. Perfect. Yes, in the event that the broadcast goes down or our internet service fails again. Perfect. Thank you for that. And so we will move on to item four point one, our discussion of dynamic pricing at the Bennett Valley golf course. Gentlemen, it's a pleasure. The floor is yours. Thank you, Mayor and Council members, Jason, that assistant city manager. And with that, I was very excited to learn that Kemper Sports has been on their own, evaluating conditions of the course and trying to come up with ways that they can work that they can benefit uh the city's budgets and finance. And so with that, uh, they are here to present one of those items uh to get your feedback and determine if this is something we'd like to bring forward as uh part of our fee restructuring. So with that, I'd like to introduce James Birchall and Greg Anderson, and they will work their way through the presentation. Thank you, Jason, and welcome. Uh, we're here to present uh from Kemper Sports, which was Touchstone Golf. Just as a little information, Touchstone Golf was purchased by Kemper Sports earlier this year. We've merged together and now um have a real dynamic team. Uh our team is still in place with Mark Luthman, who was the president of Touchstone Golf, is now the executive vice president under the golf division of Kemper Sports. In my role as vice president of operations, I still oversee uh the Touchstone Golf Portfolio, but also now have the support from Kemper Sports as an operation. So we're really excited to share with you the new true demand system that Kemper Sports has introduced for Bennett Valley and how it will help financially uh the golf course do a little bit better. And one of the things I want to make sure we're talking about our public or non-resident pricing. Our goal is always to continue to keep resident pricing for the residents of Santa Rosa to have the best pricing. So this uh dynamic pricing strategy is not implemented for the residents at this time. We're just introducing this for non-resident tea times. So, what is true demand from Kemper sports? There's really four pillars here. The variable pricing is the dynamic pricing, but now we'll also have some business intelligence, compens uh compens insights, as well as innovative booking strategies to help us drive more revenue for Bennett Valley. So I'm gonna quickly go through the four different pillars here of how true demand will help Bennett Valley drive more revenue for the golf course. The real important one for us is the variable pricing component. We're gonna implement, they're asking to implement this for the non-resident pricing structure. And really, there are parameters that go into effect of how we would choose to dynamically price or variably price those rounds. There's historical data that comes into play, weather is a big factor as we know it's gonna rain pretty heavy tomorrow, so we'd want to uh variably price our rates tomorrow if we could. What the current sale looks like, um, how long are these rates going to be available for, and then what is the golfer's response? If we're not seeing um tea times being booked, then we can adjust the pricing, or if they're booking them fast, be able to dynamically price them uh based on the demand. So these are the kind of five pillars or parameters of what variable pricing can do for the golfers uh again, the non-resident golfers for Bennett Valley. This is a case study that we've done at different golf courses at this facility back in 2023 and 24.