Ross Street Activation Pilot Program

SRTBIA Advisory Board discusses Ross Street Activation pilot, workplan implementation, and 2026 event funding

On January 29, 2026 the Santa Rosa Tourism Business Improvement Area (SRTBIA) Advisory Board held a special meeting at 637 First Street. Chair Rivero called the meeting to order at 11:00 a.m. Staff presented reports and presentations on the Ross Street Activation Pilot Program and proposed use of SRTBIA funds, next steps for implementation of the council-adopted SRTBIA workplan, and event support funding applications and funding rounds for 2026. Presenters included Chief Economic Development Officer Scott Adair, Program Analyst Rachel Beer, Arts and Events Specialist McKenzie Nelson, and Arts and Culture Manager Meredith Knudsen. Public comment was received (including Spring Maxfield, Kristin Kiefer, and Janelle Meyers). The meeting adjourned at 11:55 a.m. No formal actions or votes were recorded.