Santa Rosa District 4 Candidates Propose Revitalization
Candidates are offering new plans for the downtown area as voters consider a 0.25% sales tax hike.
Updated on Oct. 31, 2026 in Local Shops
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Santa Rosa District 4 City Council candidates Melanie Jones-Carter and Terry Sanders are proposing competing downtown revitalization strategies as residents prepare to vote on Measure L. The ballot initiative seeks a 0.25% sales tax hike to stabilize the city budget and avoid cuts to emergency services.
Why it matters
The candidates' proposals aim to bolster tax revenue and city services by increasing downtown economic activity. These plans directly impact the local business environment and the municipal budget, which is currently facing potential staffing reductions for police and fire services.
Measure L proposes a 0.25% sales tax hike to prevent deep cuts to police and fire staffing. The candidates are targeting an 18-hour daily operating window for the downtown area.
The players
Melanie Jones-Carter
A retired operations executive and candidate for the Santa Rosa District 4 City Council seat.
Terry Sanders
A retired firefighter and candidate for the Santa Rosa District 4 City Council seat.
The details
Terry Sanders focuses on beautification efforts and the direct recruitment of new businesses to fill commercial vacancies. Conversely, Melanie Jones-Carter suggests converting Fourth Street into a permanent pedestrian mall and creating flexible pop-up business spaces to draw foot traffic. Both strategies are designed to revitalize downtown corridors like Old Courthouse Square and Railroad Square.
Timeline
1969: An earthquake destroyed historic buildings downtown.
Pandemic era: The city previously tested a pedestrian mall on Fourth Street.
October 31, 2026: Candidates released their current proposals for the district.
The Home Front
Local downtown revitalization efforts often struggle with the balance between pedestrian-friendly design and business accessibility. This proposal follows a pattern set by the city's pandemic-era pedestrian mall pilot program on Fourth Street.
Residents in District 4 neighborhoods, including McDonald Avenue and Fountaingrove, should review the impacts of Measure L on their local tax burden. Voters should also consider how the proposed downtown traffic and business changes might affect local property access and area commerce.
The takeaway
Voters should weigh how each candidate's plan for downtown infrastructure affects the local economy and city services. Consider reviewing your ballot materials regarding Measure L before the upcoming election to understand how these measures could influence your property and neighborhood environment.
Further reading
Learn more about business developments in your neighborhood in the Local Shops section.
Source note: This article includes information reported by Santa Rosa Press Democrat.
Live Poll
Do you believe creating pedestrian-only downtown streets helps local businesses thrive in your area?
