Future Forward - Redwood Coast Region Economic Summit 2021

REDWOOD COAST REGION ECONOMIC SUMMIT October 21-22, 2021

The Redwood Coast Region

The Redwood Coast is a remarkable place to call home.

Spanning the northernmost edges of the California Coastline, Del Norte, Humboldt, and Mendocino Counties are known for stunning natural beauty, temperate climates, and charming communities.

Our region has always shared a lot in common, including economic opportunities as well as challenges. The economic outlook right now includes development in the Harbor that is opening the region to emerging industries. New airline flights in Del Norte and Humboldt, combined with the availability of remote work, are offering people a quality of life that is attracting them to the area. The new HSU Polytechnic has the potential to produce a skilled workforce for the whole region.

At the same time, we are all reeling from the widespread ripple effects of the past year and a half.

A once-in-a-century pandemic has impacted nearly every aspect of our lives. The ongoing injustice towards our BIPOC community members must be addressed at a local and systemic level. And the increasing threat of drought and wildfires further highlights our need for collaborative problem solving and innovation.

Future Forward is a two-day virtual economic summit designed to foster innovative thinking throughout our region. Our goal is to identify shared economic opportunities and strengthen collaboration amongst our businesses, economic development professionals, and emerging leaders.

Our region is as resilient as the Redwoods we’re famous for. And as we focus on revitalizing an economy that is more inclusive, equitable, and resilient, we know that collaboration and innovation will be integral to moving towards a future that works for everyone.

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This conference will center on three themes.

Industries Bringing New Opportunities: Sharing best practices and innovation to foster growth for our area’s leading industries, including tourism, agriculture, arts & culture, manufacturing, and cannabis.

Infrastructure for Sustainable Economies:

Conversations about building and improving the key infrastructure needed in our area, such as transportation, childcare, housing, broadband, healthcare, and green energy.

Improving Quality of Life for All: Dialog about how to provide equitable access for all people who call the Redwood Coast “home”, with elements that research shows improve our quality of life, including community development, education pathways, advocacy, and investment for BIPOC communities, and mental health support.

Welcome Summiteers!

Financing Humboldt Businesses Since 1977 rredc.org

More Flights to More Destinations Flying local is buying local! flyhumboldt.org

Or call: 707-445-9651

HOW TO GET THE MOST For the first time, Humboldt, Del Norte, and Mendocino Counties will be coming together to facilitate a collaborative conversation on how business leaders and economic development professionals can cultivate a thriving economy in the Redwood Coast Region. This conference allows us to hear new ideas and insights from leaders throughout our region.

Here are some strategies to empower you to

#1 Choose to be Distraction Free Treat this as if you were at an in-person conference! While it may be tempting to check your emails and scroll through your newsfeed, don’t let the temptation to multitask keep you from fully engaging in the sessions. Block your calendar and get a plan to be in a distraction-free location to participate. We encourage you to preview the schedule ahead of time to pick the sessions that interest you.

When listening to the speakers, use the Session Notes notepad included in your swag bag!

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#2 Get Ready to Tell Your Story This conference isn’t going to be a spectator sport.

You will have ample opportunity to network, collaborate, and share your ideas! Just like an in-person conference, it’s a good idea to prep your “elevator pitch” ahead of time. You want to be prepared to share your expertise and how your business, organization, or position of leadership might benefit others in a concise and engaging way. Based on the session topics on Friday, you may have relevant expertise or insights to offer the group.

Follow these tips to get the most of this conference. All you need is a little intentionality

OUT OF THIS CONFERENCE Now more than ever, it is crucial for our community members to focus on revitalizing an economy that is more inclusive, equitable, and resilient. Due to the pandemic, this year’s Redwood Coast Region Economic Development Summit will be online. Conferences offer unique learning and career-building opportunities, and if done right, they can leave you feeling inspired inspired when you go back to work.

get the most out of this virtual conference...

#3 “Hop” Out of Your Comfort Zone We’re using a platform called Hopin for this conference, with great interactive features that feel similar to an in-person event. Whether this is your first virtual conference or your 50th, we hope you’ll hop right into all the opportunities of this conference.

When you know you have something valuable to add, speak up! Don’t let doubt stop you from sharing your experiences. Everyone attending is there for the same reason, and you never know how useful or valuable your words may be for someone else.

#4 Take Follow up Action While this conference is sure to be jam-packed with inspiration, don’t let it stop there. Find one tangible action step you can take that will be beneficial for you. Perhaps that’s following up with an attendee from another county or getting involved with one of the featured initiatives. Reach out to the people you meet, and schedule a follow-up meeting.

Building mentoring relationships is a crucial driver of personal and professional growth. Consider who you might meet, learn from, and reach out to ask them out to (virtual) coffee.

and willingness to participate, and this virtual conference will be worth every second.

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VIRTUAL CONFERENCE SCHEDULE All events are on Hopin Platform. Please use the login information you received when you registered for the conference to access all conference activities.

Wednesday, October 20 - Emerging Leaders Only 5:30 pm to 7:30 pm

How to Tell Your Story Julian Mocine-McQueen & Heather Box, Million Person Project

7:30 pm to 8:00 pm

How to Get the Most out of this Conference Nancy Olson, Training Specialist at Humboldt State University

Thursday, October 21 - Keynote Speakers 10:00 to 10:15 am

Welcome | Susan Seaman Summit Chair, AEDC Program Director and Mayor of Eureka

10:15 to 11:00 am

Telling the Story of our Economy Julian Mocine-McQueen, Million Person Project

11:00 to 12:30 pm

Building Regional Strength & The California Dream Index Ish Herrera & Patrick Atwater, California Forward

12:00 to 12:30 pm

Green and Regenerative Economy Dr. Kate Lancaster, Humboldt State University

12:30 to 1:30 pm

The Economy of the North Coast: Present-Day Drivers and the Booms of Tomorrow Senator McGuire Panel Discussion/Closing

1:30 to 3:00 pm

Virtual Exhibitor Hall & Networking Open

Friday, October 22 - Interactive Sessions

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8:30 to 10:00 am

Session # 1 (See 5 Options & Descriptions starting on page 12)

10:15 to 11:45 am

Session #2 (See 6 Options & Descriptions starting on page 13)

12:00 to 1:00 pm

Virtual Exhibitor Hall Open

1:00pm - 2:00 pm

Session #3 (See 5 Options & Descriptions starting on page 15)

2:15 pm to 3:15 pm

Session #4 (See 4 Options & Descriptions starting on page 16)

3:30 pm - 4:30 pm

Networking Hour

THURSDAY SPEAKERS

Julian Mocine-McQueen

Founder, Million Person Project

Julian Mocine-McQueen is an Oakland, CA native raised behind the redwood curtain of Humboldt County, and the co-founder and Training Director for the Million Person Project.

Prior to the Million Person Project, Julian was a founding team member of Van Jones's green economy organization, Green For All. He engaged thousands of young people in the climate movement, by organizing educational engagements on tour with Drake and Wiz Khalifa, and by organizing Green For All’s College Ambassador program, which cultivates environmental leaders at Historically Black Colleges and Universities.

In 2015, Julian was recognized as one of "10 Leaders Reshaping the Environmental Movement” by Huffington Post and was a member of the inaugural- "Grist 50 Fixers" list. Julian and his Partner, Heather Box, were also recognized by Grist as one of 16 projects to watch in 2016. How Your Story Sets You Free is the first book written by Julian and Heather.

Ish Herrera

Director of Regional Stewardship, CA Forward Ismael D. Herrera, Jr. is CA Forward’s Director of Regional Stewardship. He is responsible for coordinating the collective impact activities of members of the California Stewardship Network (CSN) and to advance the policy initiatives of CA Forward through the California Economic Summit. Prior to joining CA Forward, Herrera spent 10 years at the Office of Community and Economic Development at California State University, Fresno (OCED), most recently as its Executive Director. While at OCED, he contributed to the development of university-led activities that aligned Fresno State’s assets to regional initiatives aimed at improving the quality of life and economic competitiveness of the 8-county San Joaquin Valley.

Herrera’s personal leadership development includes recent completion of the 2018-2019 Business Alliance for Local Living Economies, Local Economy Fellowship (now Common Future) in 2018-2019 and the California Stewardship Network Steward Leadership Program in 2019-2020.

Herrera has dedicated over a decade to public service. He has served on the Board of Trustees of Mendota Unified School District (Fresno County), the Fresno County Board of Education, and is currently serving on the City of Kerman’s (Fresno County) City Council and Recreation & Community Services Commission.

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THURSDAY SPEAKERS

Patrick Atwater

Senior Research Analyst, CA Forward Patrick Atwater serves as Senior Research Analyst for CA Forward, where he leads the development of the CA Dream Index and helps support policy analysis across the organization. Patrick brings a decade of experience in data-intensive roles related to California public affairs. Prior to CA Forward, Patrick helped envision, build and lead a unique California water data collaborative. That water data collaborative has been featured in KNX News Radio, the Associated Press, and numerous industry news outlets as well as academic journals such as the Annals of Applied Statistics.

Patrick has a long-standing passion for California good government since working as the Redistricting and Demographics Manager at the Rose Institute of State and Local Government. He also spent a year on the Board of the League of Women Voters of California and six years on the board of the Los Angeles Education Partnership.

Kate Lancaster

Lecturer at Humboldt State University Dr. Lancaster is actively involved in advancing the inclusion of sustainability into the decision making process in many types of organizations. Prior to starting at Humboldt State University, she served as Chair of the Cal Poly Academic Senate Sustainability Committee, was a member of the San Luis Obispo Chamber of Commerce Sustainability Committee, and a member of the Executive Committee for the Western Regional American Accounting Association. She currently serves on the Sustainability Committee at Humboldt State University.

Her research has focused on environmental disclosures, sustainability accounting, and learning pedagogy. Most recently, she co-authored a chapter in the Encyclopedia of Sustainability, Volume 2: The Business of Sustainability, and completed work for Ernst & Young that provides interested faculty with the resources to incorporate sustainability into their accounting courses. Her other papers have been published in the Journal of Information Systems, The Journal of Business and Behavioral Sciences and Issues in Accounting Education. She has consulted with faculty from several academic institutions as they incorporate sustainability into their curriculum.

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THURSDAY SPEAKERS

Mike McGuire

California State Senator Mike is a lifelong Californian.

His family farmed the Golden State’s rich soils for decades and he was raised by two incredibly strong women, his mom and grandma.

Mike and his mom struggled growing up. He’s been working full-time since he was 16, helping put himself through college.

Mike is the third highest-ranking member of the Senate and the youngest Assistant Majority Leader in decades.

He’s been a champion for our kids and public schools. He went to the mat and won against President Trump on offshore oil drilling, led the charge in the legislature on wildfires, and is a leading voice in holding PG&E accountable. And no one has been more successful at securing resources to combat homelessness and build affordable housing in rural California.

Mike and his wife Erika, an elementary school principal, call Sonoma County home with their lazy pug, Gertrude.

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FRIDAY SESSIONS Session 1: 8:30-10:00 AM Session 1A: Quality Over Quantity: Creating a Robust Cannabis Market Leann Greene | Southern Humboldt Chamber of Commerce Ross Gordon, Policy Director | Humboldt County Growers’ Alliance Genine Coleman | Origins Council and Mendocino Appellation Project Drew Barber | Uplift Coop A panel discussion around our regional cannabis products; market assessment using geographical indications; and developing robust cooperative models to improve marketing power while protecting branding. Participants will gain a deeper understanding in the discussion of how working together can create power; the steps we can take to protect craft legacy cannabis; and how a focus on quality over quantity can be a boost in today’s market.

Session 1B: Engaging Community in Change Panel facilitation: Nancy Olson | Humboldt State University Jenn Capps | Humboldt State University Lynette Mullen | Community Liaison for Nordic Aquafarms Shannon Riley | City of Ukiah Organizations that utilize effective people-centered change management are 6x more likely to achieve success during change initiatives. Join a panel of regional leaders heading up large-scale projects to discuss the community changes anticipated as a result of their projects; this will be followed by an opportunity to learn foundational change management principles and practices that can be applied to change at a small to community-wide scale.

Session 1C: Carbon Negative by 2030?!

What does this mean? How will we get there? What’s your role?

Lonny Grafman | Humboldt State University & Author, To Catch the Sun Jana Ganion | Blue Lake Rancheria Matthew Marshall | Redwood Coast Energy Authority Peter Alstone | Schatz Energy Research Center, Humboldt State University The Redwood Coast is poised to lead in renewable energy, shrinking our carbon footprint and improving resilience at the same time. There are many initiatives underway you need to know about.

Join for intelligent leads to start or grow a business in the clean energy and broader green marketplace.

Identify what your municipality or organization could do to adopt visionary, practical renewable energy strategies and policies. Find funding to support them, and improve equitable outcomes. Energy, Economy, Climate, Equity: join us!

Session 1D: Housing - How to Actually Get it Built David Loya | City of Arcata Brian Heaton, AICP | CA Housing and Community Development Chris Dart | Danco Communities Jennifer Budwig | Redwood Capital Bank Rob Holmlund, AICP | Planwest Partners We have many different housing needs throughout the Redwood Coast Region, with one shared refrain: there isn’t enough! Join us for a lively panel discussion on overcoming housing production challenges, and walk away with tools to take back to your community to actually get housing built.

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FRIDAY SESSIONS Session 1E: The Work of Art: How to Develop a Business Mindset Without Losing Your Creative Path Allison Wyper | Rhizomatic Arts Ray Beldner | Sculptor Artists have always played an essential role in spurring economic growth in our communities. In this panel session, these exceptional artists and leaders share their insights on developing an entrepreneurial mindset while maintaining your identity, authenticity, and staying rooted in your values. In addition, they will share the tools and approaches they have honed over the years to develop their business and their art.

Session 2: 10:15-11:45 AM Session 2A: Innovating & Eating Our Way to a Resilient Economy Megan Kenney | North Coast Growers’ Association Andrea Lanctot | Del Norte & Tribal Lands Community Food Council Tammy Chandler | Community Action Development Coordinator & North Coast Opportunities May Patiño | Humboldt Food Policy Council Meagen Baldy | Klamath Trinity Resource Conservation District Ana Victoria Salcido | Mendo Lake Food Hub Learn how we can leverage food system needs to grow a more resilient and vibrant regional economy.

This innovative session will explore regional infrastructure, regulations, revenue streams, and disaster preparedness in the context of food access and future-forward business opportunities in the Tri-County region.

Session 2B: Employee Ownership Creates Rural Business Resilience Morgan March | Cooperation Humboldt Miyaka Cochrane | Project Equity David Hincapie | Small Business Administration Leila Roberts | North Coast Small Business Development Center Attention Policymakers! Learn how employee-owned businesses create extraordinary value for both worker-owners and communities. Employee-owned businesses, including cooperatives, are a long tradition in rural communities and are now in a nationwide renaissance. They are more resilient to economic crises and they build more wealth for workers and families. Come away with policy strategies to try in your districts. Or, if you’re a business owner, learn how conversion to employee ownership can provide you both a good price and a sound legacy. Evaluate the readiness of your business and the fit for your circumstances, and find out where to get more help.

Session 2C: Airports Create Opportunity Cody Roggatz | Humboldt County Director of Aviation Gregg Foster | Fly Humboldt Adam Goldstein | Flight Penguin Aviation can be a major driver of economic growth. Did you know the entire Redwood Coast is experiencing amazing growth in air service? This session will look at changes in the aviation industry, new opportunities created for our region, and specific actions that can be taken to maximize the economic benefits of robust aviation systems.

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FRIDAY SESSIONS Session 2D: Thriving Minority Businesses on the Redwood Coast Ron White | Humboldt Area Foundation + Wild Rivers Community Foundation.

Levia Love | Black Humboldt & Owner, Bling Brow Bar Sara Barbour | Yurok Economic Development Commission Alia Dunphy | College of the Redwoods Multicultural Center Danielle Marshall | Inclusivity Project & North Coast Small Business Development Center Facilitation by James Kloor | Humboldt Area Foundation + Wild Rivers Community Foundation Join in on a dialogue about the experience of being an entrepreneur in the rural Redwood Coast. What are the resources to help your business thrive? What more is needed? If you identify in whole or in part as a person of color, woman, differently-abled, this session is for your voice and perspectives. If you are a supporter, funder, or policymaker committed to equity of access and opportunity for minority entrepreneurs, this is your chance to learn more.

Session 2E: What Does Equity Mean in the Cannabis Industry?

Dawn Arledge | California Center for Rural Policy John Casali | Huckleberry Hill Farms Timo Espinoza | Seventh Wave Manufacturing Alonzo Bradford | 8to8, LLC & GOAT Global Dispensaries Peggy Murphy | County of Humboldt Project Trellis A panel exploration of unique equity matters and barriers to entry in the cannabis industry by people with firsthand knowledge, and discussion around tools that can help provide opportunities. Participants can expect to discuss the equity impact on veterans of the “War on Drugs” as part of the overall equity challenges faced by our BIPOC community. Hear about the equity programs available in our region, and learn how to make connections that may help with a successful business startup or expansion.

Session 2F: Public Art, Community Revitalization, and Social Well-being: A Conversation with Regional Arts Leaders Alyssum Weir | Mendocino Arts Council Swan Asbury | City of Eureka Economic Development Manager Libby Maynard | Ink People Jackie Dandeneau | Arcata Playhouse Jill Richards | Trinity County Arts Council The arts and culture sector plays a critical role in a thriving community. In this panel of regional arts leaders, we will learn about their recent efforts to nurture vibrant cultural ecosystems in their respective regions. In addition, they will discuss how these activities contribute to the quality of life in each community and how planning efforts can include greater consideration of the role of the arts in relationship to economic vitality.

Lunch: 12:00-1:00 PM During the lunch break, be sure to visit the Virtual Exhibitor Hall!

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FRIDAY SESSIONS Session 3: 1:00-2:00 PM Session 3A: Broadband on the Redwood Coast: We're Building it. Now What?

Connie Stewart | Executive Director of Initiatives, Humboldt State University Gregg Foster | Redwood Region Economic Development Commission For full speaker list, see online schedule We have been working to increase broadband access throughout the region. There are many projects coming soon. Now is the time to turn our attention to discussing how quality broadband can lead to more economic prosperity. We will hear from speakers who have experience creating well-connected business parks. We will also hear from local leaders who have been thinking about the connection between broadband and economic development. Also hear about plans to relaunch the Redwood Technology Consortium.

Session 3B: Exploring the Blue Ocean Economy Tom Wheeler | EPIC, host of EcoNews on Lost Coast Communications Sharon Kramer | H. T. Harvey & Associates. Ecological Consultants Sheila Semans | Noyo Center for Marine Science Rick Shepherd | Del Norte Fisherman’s Marketing Association & Crescent City Harbor Commission Randy Weaver | Labor Market Consultant, EDD The blue economy is the sustainable use of ocean resources for economic growth, improved livelihoods, and jobs all while preserving the health of ocean ecosystems. This workshop will discuss how our local tourism, aquaculture, and fisheries rely on our ocean to provide livelihoods and nourishment to our community, while research and engineering industries create paths towards environmental sustainability that have an important economic impact locally and far beyond the Redwood Coast.

Session 3C: Community Health and Your Business’s Bottom Line Amber Wier | NorCal 4 Health Tina Yuen | ChangeLab Solutions Facilitation by JoAnn Saccato | NorCal 4 Health Community health and business success are closely related. Companies depend on communities to provide healthy employees, consumers, and business partners, while communities depend on companies to offer jobs, stability, and opportunities to create wealth. Recognizing the interdependency between the two sectors encourages collaboration between the two. Both must thrive if either is to be strong. Learn what businesses can do to magnify health efforts for a strong and resilient economy.

Session 3D: Child Care: Not Just a Parent Problem Panel Facilitation: Kerry Venegas | Changing Tides Family Services Miles Slattery | City of Eureka Shannon Hall | Little Learners Preschool COVID-19 has brought to light the very fragile thread that ties our parents to the workforce. Employers don’t have time to wait for the state and federal governments to create the infrastructure for systematic change. This workshop will look at some best practices at the employee and local government levels to alleviate some of the pressure for parents and providers.

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FRIDAY SESSIONS Session 3E: Equity in the Arts and Small Business Ecosystem Monique Desir | Black Humboldt Levia Love | Black Humboldt Rachel Sanders | Only Skin Deep Laura Muñoz | Arcata Playhouse and Equity Arcata Alme Allen | Karuk/Yurok artist/carver Brittany Britton | contemporary artist and HSU Gallery Director of Reese Bullen and Goudi’ni Native American Arts Galleries Panelists will share experiences about building equity through the arts and the relationship between cultural equity and equitable development. They will also talk about the impact of micro and small artist-led businesses on economic stability throughout the region.

Session 4: 2:15-3:15 PM Session 4A: From Field to Fork: Local Food and Farm Businesses Getting To Market Andrea Lanctot | DNATL Community Food Council May Patiño | Humboldt Food Policy Council Ivy North | North Coast Growers' Association For full speaker list, see online schedule A dynamic panel discussion with food and farm businesses and organizations that are using innovative ways to increase access to locally produced food. Food & Farm panelists from the TriCounty area will share challenges they face in launching their businesses and the tools and models that have been implemented to overcome them.

Session 4B: Wellbeing in the Workplace Allie Jones | Illuminated Marketing Co. Nancy Olson | Humboldt State University Kris Roberts | Jitter Bean Coffee Company For full speaker list, see online schedule After two especially challenging years, the mental health and wellbeing of your employees (and yourself!) may be worn thin. Understand current trends related to employee wellbeing, and explore tangible steps your workplace can take to help ensure employee engagement and success.

Session 4C: Dishgamu Humboldt: Using Indigenous Wisdom for Regenerative Economic Development

Michelle Vassel | Wiyot Tribe Administrator David Cobb | Co-Founder of Cooperation Humboldt Dishgamu means “Love” in the traditional Wiyot language. This session will explore a groundbreaking collaboration between the Wiyot Tribe and Cooperation Humboldt to create a new type of Community Land Trust to return this land to balance by healing generational trauma.

Session 4D: E-Commerce & Marketplaces for Small Businesses Dianna Rios | County of Humboldt Jessica Crotty | C. Crane Expand your small business’ reach by leveraging eCommerce and marketplaces. We’ll explore some different platforms, some of the pros and cons, and ideas on determining which one is the best fit, including Amazon, eBay, Walmart, Etsy, and more. Also, a live Q & A. 16

FUTURE FORWARD T

he last two years have required leaders to face and embrace change. Sometimes on a daily basis, we’ve had to adapt our approach to “business as usual.” We’ve pivoted so many times, we’re getting dizzy.

As entrepreneurs, change can bring out the best in us. It awakens our problem-solving skills and presents opportunities to innovate. In crisis mode, it’s easy to gravitate towards the tactical sides of change—with strategic plans and new standard operating procedures.

But as Nancy Olson, a local Prosci Certified Change Management Practitioner points out, “we rarely stop to consider how change impacts the people who actually have to activate and utilize the change.”

Ignoring the people-side of change is a huge mistake, and can lead to toxic work culture. In order to move forward, we need to keep leaning into necessary changes, but approach the transition process in a more humane way. Prosci, a leadership training program focused on change management offers researched-based methods for managing the people-side of change in a structured and effective way.

Based on the understanding that organizational change happens one person at a time, Prosci outlines the ADKAR model for leading individuals through a successful change process.

Idea to Implement: Before you launch a significant change, create a change management plan to lead your team through the ADKAR process. Effective people-centered change management can increase the chances of successful change by up to six times.

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— CHANGE IN MOTION — Written by: Allie Jones, Illuminated Marketing

1. Awareness Leading successful change begins with helping everyone involved to understand the why. Proactive communication within your organization should talk about the nature of the change, as well as what’s at stake. What are the risks of not changing? It’s imperative to distinguish that this isn’t a top-down communication that a change is happening, but a dialog leading to awareness of the need for change.

Depending on the nature of the upcoming changes, this may require multiple conversations over time.

Idea to Implement: Build in time for two-way communication around an upcoming change. Allow time for active listening and a conversation where pushback, questions, or concerns can be voiced.

Where there is resistance, many people simply want to feel like their concerns are heard.

2. Desire On the heels of awareness comes a very important question—what’s in it for me? Communicators need to be able to articulate how a particular change is going to affect an individual, help make life easier, or solve an important problem. Gaining authentic buy-in from all individuals impacted by a change can be the most challenging aspect of leading change. Approach this with an open mind and carefully listen to concerts your team may be expressing.

Idea to Implement: Invest in getting to know the individual personalities on your team. Knowing how different people operate, what they value most, and what roles they tend to play within the team can be invaluable information as you navigate helping a team to buy into an upcoming change.

3. Knowledge Change often comes with a learning curve.

Everyone involved with the change needs training on the new behaviors, skills, processes, tools, systems, roles, and responsibilities. In addition, they also need to understand the process of how the change will be implemented, and how to make the transition as smooth as possible. Leaders need to assess the current level of knowledge within each individual and help close the knowledge gap in a way that is effective and meaningful.

Idea to Implement: Before the change begins, spend time creating a specific list of what a successful end result of the change looks like for your team. Then list out any potential barriers from that desired future state—such as potential resistance, fears and self-doubt from team members, as well as limitations of time, energy, and abilities. Use these two lists to identify where your team might be struggling to implement the change, ensuring they have additional guidance and support as needed to successfully navigate the change.

Idea to Implement: Think outside the box when it comes to your training approach. A PowerPoint or one-off training session may not be the best way for your team to acquire the knowledge necessary to implement the necessary changes. One-on-one coaching, self-paced learning, hands-on experiences, or peer feedback may all be effective strategies to help make the learning process more effective.

5. Reinforcement Implementing change is hard—sustaining it over the long term is even harder. It can be tempting to move on to the next initiative after a transition is over, and that’s what makes this final stage in the process so crucial. Celebrating progress and recognizing the efforts of your team members encourages them to stay the course and can build momentum towards the desired future state.

Effective reinforcement is different for each individual—what motivates one person might not be meaningful to someone else.

4. Ability Many leaders stop after the knowledge stage, but there’s a difference between knowing what to do and being able to do it. The next stage of people-centered change management is addressing the gap between knowledge and demonstrated ability to implement the change.

Providing one-on-one support to help individuals grow in their new skillsets and get timely feedback is essential. Clearly defining the desired change in performance or behavior helps create a benchmark for feedback and expectations moving forward.

Idea to Implement: Plan regular check-ins with each of your team members. Highlight and celebrate areas of growth, and address areas where your team members may still be resisting or struggling with the changes.

These candid conversations may be what makes or breaks the success of your change implementation.

It feels like change is the only constant in today’s economy, and the changes are intensifying and accelerating over time. It’s essential to consider the most effective ways to navigate the newness. Rather than focusing solely on the logistics of change, or even worse, ignoring the need to adapt altogether, start by recognizing that change happens one team member at a time, and effective change leadership starts with you.

Learn more about Change Management and the ADKAR Model at Prosci.com

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Insights from the

Redwood Coast Region Q: What’s the biggest priority our region should focus on as we move forward?

A: “We face two critical economic development challenges here on the North Coast. First, how do we grow an immediate workforce to keep our existing businesses open? Our established businesses are starved for motivated, responsible, customer service-driven employees. Second, how do we build a new workforce to support the wave of incoming businesses? The broadband businesses that will appear with the new subsea cable being brought in, the proposed wind farm, expansion of our harbor district, the new aquafarm and all the support businesses that industry will need, are all going to create an overwhelming demand for a highly-skilled workforce. We don’t lack for job opportunities, now or in the future, what we lack is a reliable skilled workforce.”

Marty Coelho, Executive Director of College Advancement A: “In my opinion, our biggest challenge going forward is how we accommodate the significant economic growth that will occur over the next decade. Unprecedented investments are being made in expanding our university, broadband infrastructure, renewable energy, and business growth. While this is good news for our region, we must act now to make sure that our community social and infrastructure assets sufficient to ensure that the benefits and opportunities can be shared by all. Chief among these needs is affordable and available housing.”

Gregg Foster, Executive Director of Redwood Region Economic Development Commission 20

& the CR Foundation, College of the Redwoods

A: “The highest priority for our region meeting our future business and economic growth is leveraging an all sectors growth model. We can’t afford to leave anyone behind, and at the same time, we need to look beyond our historic horizons. The strength in our communities working together, while welcoming those willing and wanting to join us, is our best path forward.”

David Loya, Community Development Director for the City of Arcata

We reached out to leaders throughout our region to hear their insights on the state of our economy. Here are some quotes from those who responded!

Q: What's an area of economic development that you're really excited about?

A: "I am excited about the expansion of our aquaculture industry with the arrival of Nordic Aquaculture. The investments represented by that company can be used as a springboard for a host of additional economic opportunities. We are fortunate in that there is a great alignment between Nordic Aquaculture and the values of the region."

Kathy Moxon, Redwood Coast Rural Action

A: “The Greater Eureka Chamber of Commerce was formed in 1891, and over the last 130 years we have been involved in the periods of time that have shaped our community with our business support and advocacy.

From our first order of business concerning Pilots & Captains navigating the harbor entrance, through re-establishing US Mail service along the overland route, to advocating against unfair freight rates for lumber in 1913. There was the $450,000 bond issue for a new junior high school endorsed by the Chamber in 1923, convening with the Humboldt Board of Trade in 1955 for the formation of the Humboldt Bay Municipal Water District and the construction of Ruth Dam, the dedicated work to industrial and retail changes of the 1970’s and 80’s and more. This is another of those exciting times that will forever change our area with HSU’s transformation to becoming a Poly-Tec, the trans pacific Broadband cable landing, and developments on the Samoa peninsula. We are proud to work in these areas to improve the quality of life and economic benefits that these projects will bring.”

Donna Wright, President/CEO of The Greater Eureka Chamber of Commerce 21

DEL NORTE COUNTY

Community Economic Development Highlights | Del Norte Crescent City Eric Weir, City Manager Project: Beachfront Park Master Plan and Prop 68 Grant Application Crescent City is working in partnership with Elk Valley Rancheria, Tolowa Dee Ni Nation, Del Norte Unified School District, as well as several other agencies and non-profits to greatly improve our beachfront area.

Beachfront Park is an essential feature of Crescent City and is known by locals and tourists alike as a gem of the northern California coast. Park events including annual car shows, back-to-back soccer games, and weeknight disc golf games draw the community in and park staples like Kidstown, the dog park, and picnic areas keep residents coming back.

Tourists visit the park to walk on the coastal trail and appreciate the connections to beaches, Battery Point Lighthouse and B Street Pier. The City of Crescent City adopted a Beachfront Park Master Plan in 2013 and some elements of the plan, including new access down to the beach and the “Dogtown” dog park, have been implemented in the years since.

However, the City’s new approach to community engagement prompted a desire to update the 2013 Beachfront Park Master Plan.

The City needed to develop a guiding document for its recently created parks and recreation department to ensure that future development of this large park was grounded in community input. Continuity with a Master Plan for a park of this size is critical. The key strategy in the public engagement process was to engage a broad range of city residents and park stakeholders in order to ensure they had an opportunity to contribute their local knowledge and insights to updating the Master Plan. This process incorporated re-assessing the vision of the community for the park, ensuring previously unrepresented populations were engaged and heard, aligning these components to meet the health and recreation needs of the public and updating the Master Plan to create a cohesive park experience and a clear plan of action for future development. Establishing a long-range plan helps ensure that resources are used effectively, and priorities are based on the greatest community benefit.

Crescent City Krystle Heany, AICP with Planwest Partners Project: Economic Cookbook In an effort to jump-start economic activity in the area and revitalize downtown, the City applied for and was awarded funding through the US Department of Housing and Urban Development Community Development Block Grant program to create an economic development strategic action plan; the Cookbook.

Economic development plans are a common way for cities to identify a vision and develop strategies to achieve that vision. These plans are great tools to help guide staff in drafting policies and programs to promote growth and prosperity for the city. Yet the plans often are left untouched because they lack instructions for implementation. The Cookbook was designed to solve the dilemma by providing clear, step-by-step instructions on how to implement projects.

Each economic strategy in the Cookbook is designed like a recipe that can be printed on both sides of a single sheet of paper and given to a staff member, business owner, or other interested persons to help guide economic development in the city. On that paper are the necessary ingredients (such as people, marketing materials, or permits), the time required to complete the recipe, the estimated budget, and the directions.

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Community Economic Development Highlights | Del Norte The most important recipe in the Cookbook is the first: “Give Away This Plan!” It is also the simplest and one of the least expensive as it only requires three ingredients: an email, a photocopier, and a local copy shop. The idea is to spread these recipes far and wide to attract as much attention as possible to pique the interest of potential partners and entrepreneurs. City staff, council members, business owners, and the public are encouraged to make copies of any recipes they want and share them with anyone who is interested.

Using this format, the City and its consultants prepared over 80 recipes to promote economic development in the city and the surrounding region. The recipes cover tourism, marketing, implementing the Beachfront Park Master Plan, recruiting niche manufacturing, developing partnerships, and so much more.

To come up with so many ideas for the Cookbook, a meaningful and wide-reaching public input process was conducted involving representatives from many sectors and the general public. Three separate technical advisory committee meetings were held with representatives from Crescent City, Del Norte County, Crescent City Harbor District, Elk Valley Rancheria, and more. A public survey, made available online to gather community input on what is wanted and needed for a thriving city, was vital in developing the ideas that inspired each recipe in the Cookbook.

While there is no certainty that the Cookbook will help Crescent City achieve its full potential, it provides a springboard for long-term economic development that can help the city prosper and thrive long into the future.

Yurok Tribe/Klamath Sara Barbour, Deputy Director of YEDC Project: Redwood Yurok Canoe Tours This spring, the Yurok Economic Development Corporation officially opened its Redwood Yurok Canoe Tours. The Redwood Yurok Canoe Tours operates out of the Yurok Visitor Center with the help and guidance of Mr. Norris. He works closely with expert canoe carvers, cultural leaders, and other Tribal departments to provide top-notch tours with highly educational and accurate content.

Canoe tours invite visitors and locals to “explore the powerful Klamath River on a quiet adventure, to a time when only dugout canoes transported goods and people along its banks. Unchanged for thousands of years, the Yurok dugout canoe, Oohl’-we’-yoch, honors the tallest trees on earth by giving them new life as our most prized creations. As these canoes glide naturally across the water’s surface, our expert guides provide information and storytelling about the Klamath River’s wildlife, geography, and history. Learn about Yurok history and their way of life. Experience the ancient traditions of the Yurok People and feel at one with the river, ocean, and forest. Find out why the Yurok are notorious boat builders and why each canoe (ohl-we-yoch) is carved with a heart, lungs, and kidneys.”

The Redwood Yurok Canoe Tours brings a truly unique experience you will not find anywhere else in the world. As we continue to grow, we plan on developing numerous tour options varying in length, location, and added amenities.

Although there is no targeted economic impact in monetary measure, we anticipate that the unique experience will draw people here, strengthening our local tourism. The tourist traffic benefits all local businesses and in turn, positively impacts our local economy.

Sharing Yurok tradition with an accurate narrative will educate participants on the culture in a fun and exciting way.

Although many local families are very immersed in Yurok Culture, not all families have the resources to learn Yurok traditions and cultural practices. Redwood Yurok Canoe Tours will allow our community to experience an aspect of the Yurok culture that will connect them to their ancestors. This type of connection is crucial to positively affect one’s sense of self and belonging and overall quality of life.

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HUMBOLDT COUNTY

Community Economic Development Highlights | Humboldt City of Trinidad Eli Neffah, City Manager Project: Various Infrastructure Projects The City of Trinidad has a number of infrastructure projects in the works. We just completed two of them, a Downtown Pedestrian Improvement Project along one of our main streets and a Solar Project for our Town Hall. Set to begin is a Stormwater Project with an infiltration gallery in the Harbor, followed by a Water Main Relocation. In addition, the City is using grant funding from the State’s Ocean Protection Council to plan for coastal resiliency. Trinidad is heavily visited by tourists every year, so our vacation rentals, restaurants, and gift shops are quite busy from spring through fall. Coastal Living magazine this year picked the 12 best places to live on any coast, and Trinidad was the only city chosen on the West Coast.

Trinidad Rancheria David W. Tyson, Interim Chief Executive Officer, Trinidad Rancheria Economic Development Corporation (TREDC) Project: Solar/Storage Microgrid Project The Solar/Storage Microgrid Project is a collaborative project lead by the Trinidad Rancheria Economic Development Corporation in partnership with the Western Energy Development and the Department of Energy. With this project, Tribal leaders want to address three important energy-related needs of the Rancheria: 1. The reduction of electric power costs to Tribal community members and its commercial developments on the Rancheria 2. Development of an integrated generation system that can provide long-term uninterrupted electrical service in the event of a general power outage 3. The production of Tribal income from the sale of Renewable Energy Credits related to Tribal generation and savings in power costs due to offsetting (peak shaving) generation The Solar/Storage Microgrid project aims to provide an efficient, cost-effective system to address the concerns listed above. Initially, a solar generation footprint allows the Cher-Ae Heights Casino to become independent or operate parallel with the utility system. In addition, this initial system would enable the Tribal footprint to expand their energy production capabilities as their energy demand arises. Additional solar and wind generation will be added in the future to the microgrid footprint to provide for expected commercial development expansion and enable local Tribal residents to utilize the microgrid.

With the use of this Solar/Storage Microgrid, we will be able to positively impact our local economy by supporting energy-related needs of the Rancheria. The Cher-Ae Heights Casino and Trinidad Rancheria Community are currently serviced from RCEA through the PG&E grid. This Project will enable the Tribe to operate in an Island Mode or draw power from the utility grid. The Tribe can control all electric power-related functions within the Tribal boundaries with a microgrid energy management system, inclusive of solar generation that provides energy to a storage battery. The microgrid controller will balance the tribal loads by selecting the lowest cost energy available from self-generation assets, existing diesel generation, or grid power to supply tribal loads. The Battery Energy Storage System (BESS) acts as a buffer to store energy, self-generated or off-peak grid power, and maintains the system’s power quality. This allows the microgrid controller to provide 24 hours of uninterrupted electric service.

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Community Economic Development Highlights | Humboldt The components of the Microgrid system can operate dependently or independently of each other based upon the unique needs of the Tribe’s electricity load. The solar system will always generate into the battery, and the battery will serve all Tribal loads. During peak hours of high price energy, the Battery Energy Storage System (BESS) can provide the energy needs of the Tribal load and reenergize during low-cost off-peak hours.

City of Blue Lake Mandy Mager, City Manager Project: RV Park and Campground Feasibility Study and Economic Analysis Over the past couple of years, the City of Blue Lake has undergone an economic shift from a resource-based industry town to a community that is recognized locally and regionally for our sunnier weather, beautiful recreation facilities, and our burgeoning arts and craft industry offerings. Blue Lake is home to a worldrenowned school of physical theatre and a regionally acclaimed craft microbrewery. We have embraced recreation, arts, culture, and the craft industry as economic drivers. Now, our city is seeking further guidance and demonstrated data to further development, investment, and guide policy and planning efforts.

The City of Blue Lake is soliciting qualification-based proposals for recreationfocused development in the City of Blue Lake. We are specifically interested in developing an RV Park and Campground, along with support amenities and infrastructure improvements. So far, the City of Blue Lake has received funding from the Economic Development Administration to support the City’s efforts to analyze and determine the economic viability of various development opportunities. This project will identify the size, scope, and developmental requirements for the proposed RV Park and Campground.

We are committed to a development plan that will be sustainable, financially solvent, and beneficial to the residents of our community. With recreation as our economic focus, the development of a modern RV park and Campground will allow our city to capitalize on recreational activities, providing economic support for small business development and community infrastructure.

Blue Lake Rancheria Jana Ganion, Sustainability & Government Affairs Director Project: The Toma Resilience Campus The Blue Lake Rancheria (a federally recognized Native American tribe) is currently leading the Toma Resilience Campus Project. This Campus will be a virtual and in-person innovative ecosystem. The goal is to make the Toma Resilience Campus a gathering place with a purpose to increase regional resilience at the nexus of climate mitigation, adaptation, and capacity building for the smart economy of today and the near future. With amenities that include a state-of-the-art event and training center, business incubator, and other education and innovation labs, the Toma will deliver virtual and in-person programming in training, education, business incubation, and entrepreneurial innovation for the Redwood region.

The Toma Resilience Campus is located at the Blue Lake Rancheria and is funded in part by the U.S. Economic Development Administration and the Tribe (the programmatic design and use of the Toma is a regional partnership).

The Toma Resilience Campus is currently in the Architecture and Engineering phase. However, construction is expected to begin in 2022 and the campus is estimated to open in 2023. Economically, this campus will impact new

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Community Economic Development Highlights | Humboldt business enterprises, new jobs and increase economy-enabling coordination on natural and built infrastructure improvements. With a focus on Tribal Nations, the Redwood Region will have additional resources to build capacity in climate-smart economic sectors like; clean energy and transportation, energy efficiency, working land conservation, building electrification, and carbon sequestration.

Results of the Toma Resilience Campus operations will help improve quality of life in our community by building emergency preparedness, equipping local people to solve local issues, and filling capacity gaps in 'pre-K through grey' programs for education. This campus will also help improve our workforce development, climate mitigation, adaptation planning, cooperative co-management strategies, supporting entrepreneurs and innovators with virtual and in-person facilities to do their work effectively and with a low-carbon footprint.

City of Arcata David Loya, Director of the Community Development Department Project: Arcata Gateway Plan The City of Arcata has been working with Planwest Partners, GHD, and K Boodjeh Architects on “Arcata’s Gateway Plan”, a specific rezoning and re-imagining of the land directly west of Arcata's core downtown Plaza area. The Gateway Plan encompasses a 106-acre area of land that was once used primarily for industrial purposes. With this proposed area being only a 1/10 of a mile from downtown Arcata, there is huge potential for redevelopment. Current planning regulations prevent large-scale residential development, but Arcata’s Gateway Plan will establish streamlined permitting for projects in the urban core. The plan will also help strengthen policy, programs, and organizational capacity, protecting our city’s working forests, agricultural lands, open space, and natural resource lands.

The Gateway Plan will bring many improvements to the quality of life with blight elimination and the addition of trails, private/public open space, job openings, housing, and a car-free district that reflects and respects the environmental ethics Arcata prides itself on. In addition, this plan will broadly expand economic activities and provide high-density, compact development with flexibility in uses resulting in an expansion of the vibrancy of downtown Arcata and the Creamery District.

City of Eureka Swan Asbury, Economic Development Manager Project: The Facade Improvement Rebate The Eureka Department of Economic Development is actively working with the Eureka Police Department and the Code Enforcement and Building Department on the Façade Improvement Rebate and Crime Prevention Through Environmental Design (CPTED) Grant Program.

CPTED is a multi-disciplinary approach to crime prevention that uses urban and architectural design and the management of built and natural environments. This program is intended to improve the appearance of commercial buildings within the City limits of Eureka while promoting building security for Eureka businesses by offering rebates for costs associated with improvements to building exteriors.

The City’s CPTED team has had over twenty-five site visits with interested businesses, including Eureka Police Department, Code Enforcement, Building,

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Community Economic Development Highlights | Humboldt and Economic Development. As a result, some improvements have already been made, including fresh paint, lighting, landscaping, and added security cameras.

Funding for this program will support upgrades for up to 40 businesses. So far, several businesses have already received funding, and our City Council has extended the program with more funding.

City of Fortuna Merritt Perry, City Manager Project: Mill District Specific Plan The City of Fortuna is preparing a specific plan for the former Palco mill site identifying needs and barriers for development. The intent of this plan is to help open up the area for creating a significant commercial center. The Mill District Specific Plan is being managed by the Fortuna Community Development Department staff, with planning and engineering support from local consultants. Planwest Partners (based in Arcata) and GHD (Eureka office) are currently under contract with the City under a $65,000 LEAP grant.

The purpose of the specific plan is to analyze the roadblocks that have prevented the development of the site. Issues that are being addressed to attract businesses include planning for roads, utilities, and stormwater, adopting zoning and development standards, trail planning, and the preservation of natural resources. By creating an attractive and unified development, streamlining the permitting process, and stimulating the revitalization of the site and create new businesses, new jobs, and a new regional destination, we hope to make this area more marketable for new and existing businesses. Our vision for the site is a vibrant mix of light industrial and commercial activities made available by the planning of infrastructure, roadways, and stormwater services, open space, and trails.

The 75-acre site is conveniently located in the center of town adjacent to Highway 101 with key access to the Kenmar Road and 12th Street highway ramps. While the mill site has been abandoned for a number of years, it had served as a lumber mill for over 100 years, creating thousands of jobs for residents of Fortuna and the Eel River valley. Now, the site is blighted and is sparsely used for low-value equipment and materials storage, while the City responds regularly to numerous calls of vandalism and brush fires. Having a specific plan with clear standards will improve market competitiveness by creating certainty for developers and new businesses. The site is expected to host dozens of businesses and between 200,000 and 460,000 square feet of new construction, mostly in the manufacturing, warehousing/distribution, and retail sectors. We’re estimating that the site could generate the creation of 200 to 1,400 new full-time jobs. And a conservative estimate of average wages between $15 and $22/hr is the equivalent of $5,000,000 to $60,000,000 in collective annual payroll generated.

In the past, the City has had inquiries from numerous businesses who wanted to use the Mill site including a brewery, a plywood mill and flooring plant, cannabis manufacturing facilities, food manufacturing businesses, a contractor’s supply and repair yard, a truck repair shop, a large national distribution company, and numerous trades-people. The project will improve the economy and quality of life by attracting commercial and industrial development, creating jobs, adding local spending, and increasing Fortuna’s sales tax and property tax revenue. Plans also include a small City park and a network of pedestrian/bike trails along Strongs Creek, and along the existing North Pacific Railroad where the State has future plans for the Great Redwood Trail.

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Community Economic Development Highlights | Humboldt City of Ferndale Thomas Nicholson Stratt, President of the Ferndale Chamber of Commerce Project: Humboldt County Fairgrounds & RV Park: Dog Park The City of Ferndale is working with the Chamber of Commerce and the Humboldt County Fairgrounds to apply for a 1.5 million dollar grant for upgraded utility development of the RV park at the Humboldt County Fairgrounds. If we receive this grant, the funds would go towards creating a dog park. This new amenity would increase occupancy at the RV park, a profitable opportunity for prices to be raised, and an increase in Transient Occupancy Tax funds for the City and chamber. With the addition of this Dog Park, we will be able to host more events at the fairgrounds as well as attract future event organizers that will help increase our tourism. This project will strengthen our local economy because when folks come to events at the Fairgrounds, the business owners on Main Street truly succeed!

In addition to this grant, we were excited to be featured in a recent New York Times article shared in their daily digital email. Patricia Goodson, recommended our town in her Travel Tip, saying “It is a town of Victorian houses. Great shops and the only way to the Lost Coast. Ocean views for miles without congestion or many homes.”

City of Rio Dell Kyle Knopp, City Manager Project: Rio Dell Open Space Events Facility The city of Rio Dell is currently in the process of creating an open space events facility for the community. The overall goal is to have this outdoor events venue used for car shows, beer festivals, and other similar events. It will allow us to host community and regional events in Rio Dell. The improvements to be made are expected to create a larger regional presence and an economic benefit to the Wildwood Avenue commercial corridor. Having an open-air facility not only allows for safe gatherings during these social-distancing times, but it will also help Rio Dell improve our regional presence and identity.

Humboldt County: Airport Tanner Etherton, Administrative Analyst I Project: Project SOAR The Humboldt County Airport is currently working on Project SOAR. As part of an interdepartmental Memorandum of Understanding (MOU) between the Humboldt County Economic Development Division (HCEDD) and the Humboldt County Department of Aviation (HCDA), the HCEDD agreed to assist HCDA with; airport marketing, commercial lease assistance for proposals for a Café, food truck, and retail vendors, as well as development assistance for commercially zoned underdeveloped airport parcels.

Project SOAR is projected to increase economic autonomy, ACV’s sustainability, transportation and tourism, and promote the Humboldt County area and its businesses outside the region. Project SOAR will also benefit our community as increased airlines and routes will give our community members increased access to transportation without having to drive out of the region.

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Community Economic Development Highlights | Humboldt Humboldt County: Samoa Peninsula Tanner Etherton, Administrative Analyst I Project: Samoa Peninsula Enhanced Infrastructure Financing District (EIFD) The Humboldt County Economic Development Division (HCEDD) is leading the Samoa Peninsula Enhanced Infrastructure Financing District (EIFD) project, with assistance from other departments and an outside economic development consultant, Kosmont Companies. The Samoa Peninsula Enhanced Infrastructure Financing District (EIFD) is a special financing district, a governmental entity comprised of both public and private partners distinct from the entity which establishes it. EIFDs can aid communities in funding a wide and diverse variety of public capital, improvement projects, and other projects of communitywide significance set forth in state law by capturing and leveraging property tax increment (PTI) generated within the EIFD area.

In 2019, County staff presented a report on the lack of modern and working infrastructure on the Samoa Peninsula.

Multiple proposed projects on the peninsula would require functional infrastructure to succeed. The proposed Samoa Peninsula EIFD will use PTI to fund infrastructure projects that directly connect to the district and have lasting positive impacts for the district and our surrounding community. The expected economic impacts from this project will promote economic prosperity, help meet energy goals, and create jobs. We currently estimate that EIFD will have a positive annual net fiscal impact on the County General Fund of $280,000 by 2031 if adopted in this Fiscal Year. The total fund revenue of the EIFD is expected to exceed $125,000,000 over the lifetime of the district. This will directly impact our community because EIFD fund revenues can be used to create parks, libraries, child care facilities, affordable housing, expanded access to utilities and transportation, and much more. These new developments will increase the quality of life to residents within our district and the surrounding region.

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bluelakerancheria-nsn.gov/initiatives/toma/

MENDOCINO COUNTY

Community Economic Development Highlights | Mendocino Fort Bragg Tabatha Miller, City Manager Project: Municipal Broadband Utility The City of Fort Bragg is looking to fund and construct a municipal broadband utility comprised of underground conduit and fiber with speeds up to 10Gbps. The City would own all infrastructure and utilize AT&T internet backhaul to connect users to the world-wide-web. Fort Bragg would work with Mendocino Community Network (MCN), owned and operated by the Mendocino Unified School District, to act as the service provider. The Fort Bragg Infrastructure Plan was presented to City Council in September 2021. The study evaluated the financial cost and feasibility of a City-owned Broadband Utility to provide reliable and affordable connectivity to Fort Bragg businesses and residents.

Currently, we are actively exploring financing strategies, discussing operating details with MCN, pursuing necessary permits/environmental assessment, and Tribal consultations. This will impact our community and our local economy as the internet has quickly become an essential part of daily life. Access to high-speed broadband often determines a community’s ability to fully engage and thrive. For example, regardless of the size of a business – large, small or home-based, reliable connectivity can improve businesses’ productivity, profitability and ability to compete in local, regional, national, and world marketplaces. In addition, there is a direct link to broadband access and entrepreneurship, successfully participating in distance learning, and advanced healthcare opportunities.

City of Willits Jim Robbins, Community Development Specialist Project: Willits Main Street Corridor Enhancement Project From the date of Willits’ incorporation in 1888, the City’s Main Street has been the primary north-south transportation corridor, and was also a part of Highway 101 for many decades, moving high volumes of regional through-traffic. In 2016, Caltrans completed a new segment of Highway 101 that detoured around the City of Willits. In addition to reducing traffic congestion, this detour presented us with a once-in-a-lifetime opportunity to transform Main Street into a more pedestrian-oriented environment and business-friendly district with enhanced community character.

We are in the fourth year of this enhancement project. There have been several components to revitalizing the downtown and Main Street corridor. Caltrans has completed the process of resurfacing the main streets, updating the gutters, improving turn lanes and re-striping the roads. We have also improved our sidewalks alongside these streets and added bike lanes. The installation of dozens of trees through the corridor framed the space between building facades and sidewalks creating a more enjoyable environment for pedestrians. The process of revitalizing Main Street has brought economic development back into our community. New businesses have opened their doors along Main Street, and the vacancy level of our buildings has decreased. We are excited about the increased possibilities for our business community as we continue with our plans in years to come.

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Community Economic Development Highlights | Mendocino City of Ukiah Shannon Riley, Deputy City Manager/Economic Development Lead Project: Downtown Streetscape Improvement Project Ukiah’s Downtown Streetscape Improvement Project, co-led by Deputy City Manager Shannon Riley and Public Works Director and City Engineer Tim Eriksen, provided streetscape and infrastructure improvements throughout our downtown corridor.

This project provided a much-needed update to our community from sidewalk widening and road narrowing to new water and sewer infrastructure and landscaping features.

One of the primary components of this project was a “road diet,” where certain sections of downtown Ukiah went from a four-lane cross-section into a three-lane cross-section. Rear-end collisions, unsafe lane changes, and pedestrian impacts are now less likely to occur when left-turning vehicles are in dedicated turn lanes. The combination of the road “diet” and the bulb-outs at intersections make crossing State Street much safer for pedestrians. There is a shorter distance to cross with better visibility and improved ramps at the corners. Ukiah has safer, more comfortable pedestrian access, allowing for more amenities like outdoor dining, landscaping, benches, and more with the widening of our sidewalks. Meanwhile, the all-new water, sewer, and electric infrastructure will help ensure reliable utility service while minimizing costs for business and building owners. With some of these infrastructures being nearly 100 years old, these improvements were desperately needed.

The improvements made not only help our environment, but they now assist in reducing greenhouse gas emissions and fuel consumption thanks to the new and efficient traffic signals causing drivers to idle less at intersections. Another environmental benefit is the new addition of Bioretention facilities. These facilities will clean and filter stormwater runoff before it reaches our local streams. This benefit is further enhanced by the additional landscaping and trees, which help clean the air and cool the sidewalks.

The combination of increased safety, efficiency, and user comfort positively impacts businesses located along corridors where road diets were implemented. There is generally an increase in property values and a decrease in vacancies along these corridors. Because of this project, Ukiah is already seeing increased private investments in formerly-blighted parts of downtown. Ukiah’s downtown is now more beautiful, walkable, and vibrant. It’s a place our community can be proud of and the ultimate destination for visitors.

City Point Arena Paul Anderson, City Manager of Point Arena Project: Arena Cove & Point Arena Pier Rehabilitation The City of Point Arena recently utilized storm mitigation funding from FEMA and CalOES to prevent undermining of the parking lot at Arena Cove, which is used by the fishing community, residents, and tourists. The Arena Cove and Pier are the prime economic drivers within the City limits. As part of the process, the City is beginning a more comprehensive plan for Arena Cove. The Pier, built with state and federal funds, is nearing its life expectancy. So, we are actively working with CA Boating & Waterways to obtain funding for the rehabilitation of the Pier. Additionally, the City recently established the Arena Cove Park for public use, and the property was assisted with funding from the Coastal Conservancy. The City is also exploring a visitor center/maritime museum at Arena Cove to support tourism. With these new developments, we’re expecting to see an increase in our tourism revenue. As for our community, rehabilitating the Arena Cove and the Point Arena Pier, the “jewel” of Point Arena, will improve the quality of life for the fishing community, the surfing community, local businesses, residents, and tourists.

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WITH GRATITUDE Future Forward was a collaboration between many organizations across our redwood coast region. Thank you to our committee members and organizational partners for helping make this inaugural summit a success!

Event Chair: Susan Seaman, Arcata Economic Development Corporation/City of Eureka, Mayor Program Co-Chairs: Leila Roberts, North Coast Small Business Development Center & David Loya, City of Arcata Emerging Leaders Chair: Nancy Olson, Humboldt State University Marketing Chair: Allie Jones, Illuminated Marketing Virtual Event Coordinator: Clara E Shook, Clara Estelle Shook Consulting Administrative Support: Stacy Atkins Salazar, Councilmember, City of Arcata Other Committee Members: • Alex Stillman, CERC • Amber Wier, NorCal 4 Health • Andrea Lanctot, Community Food Program Coordinator • Connie Stewart, Humboldt State University • Cindy Vosberg, Del Norte Chamber of Commerce • Dianna Rios, Humboldt County Office of Economic Development • Gregg Foster, Redwood Region Economic Development Commission • Laura Lasseter, Southern Humboldt Business & Visitor Bureau • Leann Greene, Southern Humboldt Chamber of Commerce

• Leslie Castellano, City of Eureka, Councilmember • Logan Ashworth, Humboldt County Office of Economic Development • Marty Coelho, College of the Redwoods Foundation • Mary Anne Petrillo, WEST Business Development Center • May Patiño, Humboldt Food Policy Council • Ron White, Humboldt Area Foundation • Scott Adair, Humboldt County Office of Economic Development • Susan Diehl McCarthy, City of Arcata • Una Wirkebau, Independent Consultant, Mendocino

A big thank you to our partners for making this virtual summit possible: Logo and map designed by: Susan Diehl McCarthy, City of Arcata Programs designed by: Allie Jones & Meg Shupe, Illuminated Marketing Programs printed by: College of the Redwoods Hopin Virtual Platform Coordination: Clara Estelle Shook Consulting Swag Bags Shipped by: C Crane Photo Credits: Cover Page: Biking the Coast, Courtesy of Del Norte Chamber of Commerce Page 2: Tri-County Images, Allie Jones Page 18: Whale in Crescent City, Courtesy of Del Norte Chamber of Commerce Page 23: Crescent City Harbor, Aimee Bolender Page 27: Mist in the Woods Prairie Creek Redwoods State Park, Taylor Greytak Page 35: Point Cabrillo Lighthouse, Brendan McGuigan Page 39: Parks Coastal Trail, Courtesy of Mendocino County

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