MORRO BAY
Morro Bay Economic Development Roadmap
Citywide initiatives to revitalize a sagging economy
BEFORE > Once reliant on commercial fishing and a now-closed PG&E power plant, Morro Bay was looking at a loss of nearly $1 million to the General Fund due to decreases in annual spending. The City was faced with having to increase taxes and fees while reducing the level of public services and infrastructure in an already “tired-looking” city that was nearly 100% built-out. Alternatively, they could find ways to encourage economic growth while protecting the community’s distinctive personality.
AFTER > We identified four economic centers that drive the city’s economy and then assessed each center’s revenue contribution to the city. Then we engaged the stakeholders of each economic center in planning for its future. Through photos, maps, and concept drawings developed on-site, stakeholders could react in real time to proposed improvements. These were further refined into three initiatives with a prioritized set of action steps.
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Maintain & Enhance Morro Bay's Character. Improvements to the city's gateways and branded destinations.
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Create Vibrant Economic Centers. Action steps customized to each of four economic centers.
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Market Catalyst sites. Development opportunities for three large sites that could have the most impact on the city.
CATEGORY
Commercial & Retail
KEY FEATURES
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Citywide plan
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Economic centers
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Gateway features
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Catalyst sites
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Public and private roles
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Tourism and visitors
CLIENT
City of Morro Bay
LOCATION
Morro Bay, CA
Population 10,600
4 economic centers were identified, based on usage
Gateways to city were noted for special attention.
4 economic centers were identified, based on usage