MORRO BAY

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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.

  1. Maintain & Enhance Morro Bay's Character. Improvements to the city's gateways and branded destinations.

  2. Create Vibrant Economic Centers. Action steps customized to each of four economic centers.

  3. Market Catalyst sites. Development opportunities for three large sites that could have the most impact on the city.

CATEGORY

Commercial & Retail ​

KEY FEATURES

  • Citywide plan

  • Economic centers

  • Gateway features

  • Catalyst sites

  • Public and private roles

  • Tourism and visitors

 

CLIENT

City of Morro Bay

LOCATION

Morro Bay, CA
Population 10,600 

“I’m excited about the prospects for helping to realize the vision for more public gathering places and attractive streetscapes.”
— VISITOR COMMENTING ON PROJECT WEBSITE —

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