City of Santa Rosa \\ Business \\ Economic Profile


The largest city between Portland and San Francisco, Santa Rosa serves a four county region as the hub for technology and entrepreneurial businesses, retail, banking and employment. Santa Rosa has a dynamic and well-balanced economy, anchored by strengths in tourism, high-tech manufacturing and retail. Residents enjoy a superb quality of life while employers benefit from a skilled workforce.

As the county seat, Santa Rosa is the heart of Sonoma County, one of the world's leading wine regions. The city is also home to the region's state and federal offices and to California's latest Welcome Center, where millions of visitors a year discover what residents already know:

Santa Rosa is the place to shop, dine, spend a long weekend or grow a business.

Empire BuildingSanta Rosa is the County seat and center of trade, government, commerce and medical facilities for the North Bay area. The area surrounding Santa Rosa is home to over a hundred wineries and vineyards, and many beautiful parks and recreational facilities.

As county seat of Sonoma County, Santa Rosa has every attraction expected within a major city, with its symphony, performing arts center, theater productions, internationally-recognized restaurants and a healthy mix of businesses in the technological, retail, medical, agricultural and service sectors. Yet, while having a population of more than 150,000, Santa Rosa still retains the warmth and small-town feel of decades past with an extraordinary quality of life for its residents and visitors. This warm and friendly city, an urban blend of art and culture, food, wine and recreation, is the perfect location for families and all travelers to stay for a relaxing and adventurous vacation.

With fine schools that include a renowned junior college, a wealth of businesses and services, a nearly endless array of recreational opportunities and a superb climate in which to enjoy them, Santa Rosa is a combination of elements that create a vibrant community. Santa Rosa has gone to great lengths to provide visitors and friends with detailed map information of our area. Please take a moment to explore some of the magic that is Santa Rosa.
Demographic Overview
Local Population 167,815
Regional* Population 483,878
Average Household Size 2.59
Median Age 36.7
Home Ownership 54.1%
Total Housing Units 67,396
Source:  U.S. Census Bureau, 2010 Census, June 2012
* Sonoma County

Age Distribution of Population
Age Group Total 2010 % Distribution
19 years and under 43,603 25.9%
20-24 years 11,596 6.9%
25-34 years 25,093 15.0%
35-54 years 44,638 26.6%
55-74 years 30,888 18.5%
75+ years 11,997 7.1%
Source: U.S. Census Bureau, 2010 Census, June 2012

Ethnic/Racial Distribution of Population
Ethnic Group/Race Total 2010 % Distribution
Hispanic or Latino (of any race): 47,970 28.6%
Not Hispanic or Latino:
White alone 100,126 59.7%
Black or African American alone 3,660 2.2%
American Indian and Alaska Native alone 1,511 0.9%
Asian alone 8,521 5.1%
Native Hawaiian and Other Pacific Islander alone 750 0.4%
Some other race alone 356 0.2%
Two or more races 4,921 2.9%
Source: U.S. Census Bureau, 2010 Census, June 2012

Educational Attainment of Population over 25 Years of Age
Years of School Completed Total 2010 % Distribution
Less than High School 16,583 15.37%
High School Grad or Equivalent 22,944 21.26%
Some College 27,675 25.65%
Associate's Degree 9,155 8.48%
Bachelor's Degree 20,375 18.88%
Graduate Degree 11,174 10.36%
Source: U.S. Census Bureau, 2006-2010 American Community Survey, June 2012

2010 Income Level
Per Capita Median Household Average Household
$29,794 $59,326 $75,967
Source: U.S. Census Bureau, 2006-2010 American Community Survey, June 2012

Household Income
Annual Income Total % Distribution
Under $35,000 17,925 28.65%
$35,000-49,999 8,686 13.88%
$50,000-74,999 11,515 18.41%
$75,000-99,999 9,004 14.39%
$100,000 and over 15,428 24.66%
Source: U.S. Census Bureau, 2006-2010 American Community Survey, June 2012
The city of Santa Rosa benefits from a large laborshed area that encompasses most of Sonoma County and includes the cities of Rohnert Park and Petaluma.  Santa Rosa's advantageous location near some of the nation's finest colleges and universities has resulted in a highly educated workforce. For further data, see the State of California Labor Market Information.

Santa Rosa-Petaluma MSA Labor Force and Unemployment
Date Total Civilian Labor Force Number Unemployed County Rate California Rate
April 2012 259,300 22,300 8.6% 10.5%
2011 Avg Annual 257,300 25,100 9.8% 11.7%
2010 Avg Annual 256,100 26,800 10.5% 12.4%
2009 Avg Annual 256,500 24,700 9.6% 11.3%
Source: State of California Employment Development Department, Labor Market Information Division, June 2012

Characteristics of the Labor Force:
  Construction and metal workers, food checkers, food processors and meat cutters are highly unionized. Approximately 27% of all Sonoma County employees belong to unions. Wage rates, extent of unionization, fringe benefits and related information for specific industries and job classifications may be obtained from the State Employment Development Department, 606 Healdsburg Avenue, Santa Rosa, CA 95401, 707-576-2021, or 800 Capital Mall, Sacramento, CA 95814, or visit www.edd.ca.gov.
Wages by Selected Occupation (Santa Rosa-Petaluma MSA)
Occupation Starting Wage Experienced Wage Occupation Starting Wage Experienced Wage
Administrative Assistant 19.88 28.71 Architecteral & Civil Drafters


Auto Mechanic


27.58 Carpenter 23.46 35.21
Cashier 9.39 16.42 Chemical Technician 16.03 26.05
Civil Engineer 30.34 53.45 Computer Programmer 26.02 48.69
Construction Worker 15.51 26.88 Customer Service Rep 15.41 22.34
Data Entry Operator 12.72 19.65 Electronics Engineer 37.07 57.89
Electronics Technician 27.60 37.15 File Clerk 9.54 15.94
Office Clerks, General 11.97 18.25 Machinist 18.23 32.87
Maintenance Workers, Machinery 14.43 18.50 Maintenance Worker 15.88 26.02
Materials Handler 11.11 17.33 Mechanical Engineer 33.63 54.53
Medical Lab Tech 17.96 27.29 Order Clerk 14.12 19.19
Painter 17.33 25.95 Physical Therapist 33.98 49.05
Production Supervisor 21.44 36.84 Registered Nurse 36.14


Retail Salesperson 9.37 15.20 Secretary 14.51 21.59
Security Guard 10.02 14.90 Shipping Clerk 12.74 18.14
Truck Driver, Light 13.07 23.26 Truck Driver, Heavy 18.18 25.12
Welder 17.25 24.45
Source: State of California Employment Development Department, Current through 1st quarter 2012

Employment Taxes & Mandated Benefits
Tax/Benefit Rate/Basis Administering Agency
Disability Insurance The State Disability Insurance (SDI) withholding rate for 2012 is 1.0 percent. The taxable wage limit is $95,585 for each employee per calendar year. The maximum to withhold for each employee is $955.85. (SDI is withheld from employee wages.) State of California Employment Development Department
Employment Training Tax The Employment Training Tax (ETT) rate for 2012 is 0.1 percent. The UI and ETT taxable wage limit remains at $7,000 per employee per calendar year. (ETT is paid by employer.) State of California Employment Development Department
Unemployment Insurance UI contribution rates from 1.5 percent to 6.2 percent. The taxable wage limit is $7,000 per employee. (UI is paid by employer.) State of California Employment Development Department
Workers' Compensation Rate varies based on payroll and occupation. State of CA Department of Industrial Relations
Family Leave Program (a component of the employee-paid Disability Insurance program) Employees are entitled to up to six weeks of partial pay each year to care for a seriously ill family member or to bond with a new baby. Employers may integrate this benefit with earned but unused vacation time. State of California Employment Development Department

Right To Work
The state of California has not adopted any Right to Work laws. A Right to Work law secures the right of employees to decide for themselves whether or not to join or financially support a union. However, employees who work in the rail or airline industries are not protected by a Right to Work law, and employees who work on a federal enclave may not be.
Major Employers
Company Name Category Employment
County of Sonoma Government 5,260
Kaiser Permanente Health Care 2,209
Santa Rosa Junior College Education 2,019
St. Joseph Health System Health Care 1,818
Santa Rosa City Schools Education 1,740
City of Santa Rosa Government 1,270
Medtronic CardioVascular Medical Devices 960
Sutter Medical Center of Santa Rosa Health Care 857
Amy's Kitchen Food Manufacturing 850
Agilent Technologies Electronics, Communications 817
 Sources:  North Bay Business Journal Book of Lists 2009, Dun & Bradstreet, Press Democrat, Sonoma County Economic Development Board, SRJC, City of Santa Rosa

Note:  Companies/organizations listed provide significant employment in Santa Rosa.  Employment figures listed are estimates for Sonoma County based on the average of several sources.
Distance to Markets from Santa Rosa
City Distance in Miles/Direction Drive Time
San Francisco, CA 54.2 miles / south 1 hour 8 minutes
San Jose, CA 100.1 miles / south 1 hour 39 minutes
Sacramento, CA 104 miles / northeast 1 hour 40 minutes
Los Angeles, CA 427 miles / south 6 hours
Portland, OR 615 miles / north 9 hours 30 minutes
Seattle, WA 788.5 miles / north 12 hours 33 minutes
Phoenix, AZ 796.8 miles / southeast 10 hours 59 minutes
Albuquerque, NM 1,142 miles / southeast 15 hours 38 minutes
Source: Randmcnally.com, June 2012

Airports Serving Santa Rosa
Name Type Distance in Miles FBO (Y/N)
San Francisco International (SFO) International 67 miles Yes
Metropolitan Oakland International (OAK) International 67 miles Yes
San Jose International (SJC) International 105 miles Yes
Charles M. Schulz Sonoma County (STS) General Aviation 8 miles Yes
Napa County Airport (APC) General Aviation 42 miles Yes
Sources: Randmcnally.com; Flightwise.com, June 2012

Seaports Serving Santa Rosa
Name Distance Services
Port of Oakland 59 miles 20 deepwater berths. 35 container crates (including 31 Post-Panamax type). Foreign Trade Zone. Warehouses and intermodal facilities. Channel deepening project to be completed in 2007. Served by Interstate 80.
Port of Stockton 132 miles Warehouse and storage handling facilities for both dry and liquid bulk materials. Facilities and equipment for containerized and breakbulk cargo. Tugs available. Convenient railway and interstate access. Customs services available, Foreign Trade Zone. Average low tide channel depth is 37 feet. Average high tide channel depth is 40 feet.
Port of Hueneme 429 miles Serves fresh produce imports and exports, automobiles and forest products. Foreign Trade Zone. Intermodal and multi-modal facilities. Lauritzen cool refrigerated terminal. 
Port of Los Angeles 450 miles 26 cargo terminals including dry and liquid bulk, container, breakbulk, omni facilities and a dedicated automobile terminal. Intermodal rail facilities. 13 acres of warehousing.
Port of Long Beach 451 miles 3,200 acres of land, 10 piers, 80 berths and 71 post-Panamax gantry cranes. Imports include machinery, electrical machinery, vehicles, toys and sports equipment, and bedding. Exports include machinery, plastic, electrical machinery, vehicles, and organic chemicals.
Sources: Port websites as of November, 2006

Rail Transport
Name Main or Branch Short or National Nearest Intermodal Facility
Amtrak Main National Oakland
Union Pacific Main National Oakland
Northwestern Pacific Main Short Connection with Union Pacific at Brazos Junction/Lombard (Napa County)

Motor Freight & Contract Carriers
Company Terminal Location Services Area Served
Freight & Crate Santa Rosa Air, Ground, Ocean International/Domestic
Al Lewis Santa Rosa Common Carrier Northern CA
Expressway Transport Petaluma Long Haul
Butch Cameron Santa Rosa Bulk Wine Transport CA
V. Dolan Penngrove Landscape/Construction North Bay Area
 Source:  AT&T Yellow Pages, May 2006

Parcel Carriers
Company Latest Drop-Off Earliest Delivery Services
DHL 4pm 10am Next Day and/or Sat
FedEx 4:30pm 9am Next Day and/or Sat
UPS 4:30pm 9am Next Day and/or Sat
USPS 6pm Noon Next Day and/or Sat
 Source:  Company Websites, January 2007

Public Transportation
Type Name Service Area Operator
Bus CityBus Santa Rosa City of Santa Rosa
Bus Sonoma County Transit Sonoma County County of Sonoma
Bus & Ferry Golden Gate Transit Sonoma, Marin, San Francisco, and Contra Costa Counties Golden Gate Transit
 Source:  transit.511.org
Commute Patterns
Commute Time Number of Workers % of Workers
Less than 15 minutes 25,732 36.49%
15 to 29 minutes 26,581 37.69%
30 to 44 minutes 8,736 12.39%
45 minutes and over 9,478 13.44%
Source: U.S. Census Bureau, 2006-2010 American Community Survey, June 2012
BIG Market Area (map of Santa Rosa and the Bay Area)

Did you know that Santa Rosa is a five-county retail hub?  Read our 2010 Retail Market Analysis.
Quality of Life
Public Parks 57
Public Swimming Pools 2
Public Tennis Courts 3
Golf Courses 6
Cinemas 3
Public Libraries 4
Theatres 2
Symphonies 1
Orchestras 1
Museums/Galleries 3
Churches 85

Avg Jan Low/High (oF) Avg July Low/High (oF) Prevailing Windspeed/Direction Annual Precipitation Elevation Avg Relative Humidity
37 / 58 51 / 84 5.8 mph mean hourly / South 30.58 inches 167 feet 73%
In Santa Rosa, temperature extremes are rare. Breezes off the Pacific Ocean keep the summers moderate, the winters mild, and the air quality clean and clear.
Sources:   Santa Rosa Chamber of CommerceWeatherreports.com

Crime Rate
Property Crimes per 100,000 Population Violent Crimes per 100,000 Population
2,589.4 484.8
Source: FBI Uniform Crime Reports (UCR), June 2012 (2010 Data)

Cost of Living
Location COLA Index
Sonoma County U.S.=100% / Sonoma County=127%
Source: Sonoma County Economic Development Board, Spring 2011 Local Economic Report

Housing Cost & Availability
Median Selling Price Median Days on Market Avg Selling Price Avg Days on Market
$300,00 59 $374,129 97
Source: Bay Area Real Estate Information Services, June 2012, (Figures for Sonoma County Closed Sales, May 2012)

Rental Costs
Type Typical Rent
Apartments (2 bedroom) $1,266
Source:  Rentjungle.com, June 2012, (Figures for March 2012)
Theater & Fine Arts
Wells Fargo Center for the Arts The Wells Fargo Center presents more than 100 world-class performances annually and provides nationally recognized education programs for students and adults. The facility is available for community use for a variety of events, including as a home to the Santa Rosa Symphony.
Santa Rosa Symphony Santa Rosa Symphony's vision is to create one of the leading regional symphony orchestras in America, nationally recognized as a model of artistic excellence, fiscal vitality, and community engagement.
Actors' Theater for Children An adult community theater company, performing scripts based on classic children's literature, folklore, and mythology, as well as modern originals. These productions are meant to enhance cultural awareness and awaken a taste for theater in children in a fun and friendly environment.
Sonoma County Museum The Sonoma County Museum celebrates and interprets the region’s rich history, art, and culture by exhibiting and collecting relevant objects and artworks, by serving as a vital community gathering place, and by inspiring visitors with dynamic experiences that engage, educate, and enlighten.
Sixth Street Playhouse Sixth Street Playhouse is the home of Actors Theatre and Santa Rosa Players.

Sports Venues & Organizations
Infineon Raceway Infineon Raceway is located 30 minutes south of Santa Rosa and hosts several nationally televised events, including NASCAR NEXTEL Cup, National Hot Rod Association (NHRA) drag racing, the American Motorcycle Association (AMA) Superbike tour, and the IRL IndyCar Series.
AT&T Park AT&T Park, with its breathtaking views and classic design, received rave reviews throughout the country as one of the smash hits of 2000. The first privately financed ballpark in Major League Baseball since Dodger Stadium (1962), the Giants' new home features an inspiring nine-foot statue of America's greatest living ballplayer, Willie Mays, at the public entrance; home runs that splash into McCovey Cove (named after another Hall of Fame Willie); an 80-foot Coca-Cola bottle with playground slides and miniature AT&T Park behind left field that has become a magnet for kids of all of ages; and mass public transit that rivals any sports complex in the world.
Oracle Arena & O.co Coliseum The recently renovated Oracle Arena & O.co Coliseum host a spectrum of events in both the sporting and entertainment industries including concerts, circus, boxing, rodeos, religious speakers and ice shows. Currently the home of the Oakland A's, Oakland Raiders and Golden State Warriors.
HP Pavilion at San Jose The HP Pavilion at San Jose handles more than 90 sporting events annually including more than 40 San Jose Sharks regular season home hockey games, lacrosse, boxing, tennis, and Strikeforce. The building hosts 120 to 180 events every year -- including Olympic athletes, Grammy award-winners and a variety of family and children's favorites that account for more than 275 event days.

Recreational Facilities and Opportunities
Annadel State Park The park located on the eastern edge of Santa Rosa offers miles of trails for hiking, mountain biking, and trail riding.
Point Reyes National Seashore From its thunderous ocean breakers crashing against rocky headlands and expansive sand beaches through its open grasslands to its brushy hillsides and forested ridges, visitors can discover over 1000 species of plants and animals. Home to several cultures over thousands of years, Point Reyes preserves a tapestry of stories and interactions of people. Point Reyes awaits your exploration.
Lake Sonoma Lake Sonoma is located in the beautiful coastal foothills and surrounded by Sonoma County vineyards and land rich in history. This provides the perfect setting for a wealth of recreation activities including fishing, hiking, horseback riding, boating and camping.
Healthcare Facilities
Name Location Other Information
Kaiser Permanente Medical Center 401 Bicentennial Way
Santa Rosa, CA 95403
Kaiser Permanente is a unique system for the delivery of health care, using an integrated structure that allows the health plan, the hospital and the physicians & medical group to work together in a coordinated fashion for the benefit of the patient.
Santa Rosa Memorial Hospital 1165 Montgomery Drive
Santa Rosa, CA 95405
Santa Rosa Memorial Hospital is a state-of-the-art, 192 bed acute care hospital providing a wide range of specialty services. A Level II Community Base Trauma Center based at Santa Rosa Memorial Hospital serves Sonoma and Mendocino County.
Sutter Medical Center  3225 Chanate Road
Santa Rosa, CA 95404 
Sutter Medical Center of Santa Rosa is a community based, not-for-profit hospital serving Sonoma County and surrounding communities.
Sutter Warrack Hospital 2449 Summerfield Road
Santa Rosa, CA 95405
Sutter Warrack Hospital is a 69-bed, full-service acute care facility, fully licensed and accredited by the Joint Commission of Healthcare Organizations.
4-Year Universities and Colleges
Institution Location Distance FTE Enrollment Public/Private
University of San Francisco Santa Rosa ---- 102 Private
Sonoma State University Rohnert Park 8 miles 7,994 Public
Dominican University San Rafael 37 miles 2,115 Private
Source:  North Bay Business Journal Books of Lists, 2011

2-Year Colleges
Institution Location Distance FTE Enrollment Public/Private
Santa Rosa Junior College Santa Rosa ---- 13,454 Public
Empire College Santa Rosa ---- 700 Private
Source:  North Bay Business Journal Books of Lists, 2011

Vocational Training
Provider Location Programs
Empire College Santa Rosa Business, Law, Technical, Medical
Bauman College Penngrove Holistic Nutrition & Culinary Arts

K-12 Education
Elementary Schools (Public)
Bellevue Union
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Bellevue 459 17.61 723
Kawana 348 18.58 744
Meadow View 434 19.34 779
Taylor Mountain 482 19.23 725
Bennett Valley
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Strawberry 403 24.47 895
Yulupa 575 19.41 865
Santa Rosa City Schools
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Albert F. Biella 528 19.96 767
Brook Hill 443 19.55 760
Luther Burbank 351 19.24 787
Doyle Park 230 16.93 714
Hidden Valley 675 22.11 910
Helen Lehman 523 21.71 778
Abraham Lincoln 366 16.22 739
James Monroe 456 18.04 770
Proctor Terrace 439 21.85 889
Santa Rosa Charter for the Arts 317 19.57 814
Santa Rosa Charter 189 18.01 860
Steele Lane 415 17.23 730
Piner-Olivet Union
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Olivet 414 21.71 802
Schaefer 434 22.21 836
Jack London 351 23.54 815
Mark West
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Mark West 411 20.46 844
Riebli 503 21.59 868
San Miguel 396 19.70 852
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Roseland 764 22.06 757
Sheppard Accelerated 780 23.51 801
Rincon Valley
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Austin Creek 383 22.81 952
Binkley 377 23.31 866
Madrone 425 21.40 848
Sequoia 433 23.00 896
Spring Creek Matanzas Charter 236 18.76 838
Village 394 20.16 846
Whited 412 19.78 899
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Stevens 531 20.27 856
Wilson 553 19.25 867
Wright Charter 462 18.95 784
Middle Schools (Public)
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Comstock 322 17.09 667
Cook 441 19.39 674
Mark West Charter 159 25.40 847
Northwest Prep at Piner-Olivet 148 19.55 621
Piner-Olivet Charter 217 25.00 812
Rincon Valley 855 20.15 908
Rincon Valley Charter 167 16.30 888
Roseland Charter 689 23.25 745
Santa Rosa 629 16.28 758
Slater 856 19.55 805
High Schools (Public)
School Enrollment 2009-10 Pupil/Teacher Ratio 2010 API Base Score
Elsie Allen 1,083 19.84 655
Maria Carrillo 1,587 20.99 849
Montgomery 1,745 19.08 770
Piner 1,054 17.32 689
Santa Rosa 1,996 19.62 798
Sources: Sonoma County Office of Education, U.S. Department of Education, June 2012
Gas & Electric
Name Details
Pacific Gas & Electric Electric, Gas, Offers rebates & incentives
Source: PG&E

Name Supply Source Capacity Peak Demand
City of Santa Rosa Utility Billing SCWA/Russian River & Ground Water Wells

29,100 afa
2,300 afa (wells)

31.9 mod
Source: City of Santa Rosa

Telecom Providers
Name Details
Sonic.net Cable, DSL, e-commerce, Firewall, Frame relay, ISDN, OC3, Remote storage, Server colocation, T1, T3, VoIP
Vista Broadband Networks E-commerce, Firewall, Network consulting ,OC3, Remote storage, Server colocation, T1, T3, VoIP, WiMax, Wireless-fixed, Wireless-mobile (WIFI)

CDS Wireless Inc. / CDS Enterprises

DSL, Server colocation, VoIP, Web design, Wireless-fixed

Net10 Internet Services

E-commerce, Firewall, Internet training, Network consulting, Remote storage, Server colocation, Web design

Integra Telecom of California

DSL, Firewall, ISDN, Network consulting, OC3, Remote storage, Server colocation, T1, T3, VoIP

Pacific Online

DSL, Server colocation

AT&T Cable, DSL, e-commerce, Firewall, Frame relay, ISDN, Network consulting, OC3, Remote storage, Server colocation, T1, T3, VoIP, Web design, Wireless-fixed, Wireless-mobile (WIFI)
Source: North Bay Business Journal Book of Lists 2012

Wastewater Treatment
Name Type of Process Capacity Peak Demand
Laguna Treatment Facility Tertiary-level 22 mgd 1.7 billion gallons
Oakmont Treatment (Seasonal)
(Used to irrigate Oakmont Golf Course)
.5 mgd
Source: City of Santa Rosa

Solid Waste
Nearest Landfill Redwood Landfill, Novato, 25 miles
Landfill Capacity Projected to reach capacity in 2024
Nearest Hazardous Waste Facility Central Disposal Site, 500 Mecham Road, 10 miles
Special Services Business, food, waste, composting
 Source:  Redwood Landfill EIR 2003, Sonoma County Waste Management Agency - recyclenow.org
Permit When Required & Description of Process Permit Fee Administering Agency
Development Permit Process See the  Zoning Code Fee Schedule Community Development
Environmental Impact Report See the  Zoning Code Fee Schedule Community Development
Specific Plans Downtown Station Area Specific Plan Fee Schedule Advance Planning and Public Policy

Permit Timing
Permitted Use - Avg. time to permit 4-8 weeks
Conditional Use - Avg. time to permit 4-8 weeks
Zoning Change - Avg. time to permit 6 months

Impact Fees
See Fee Schedule

Air Quality
Attainment See Bay Area Quality Management District
Local Taxes
Tax Basis Rate Agency
Business License Gross receipts $ 0.34/$1000
$ 0.84/$1000
$ 1.09/$1000
$ 1.68/$1000
Minimum $25
Maximum $3,000
City of Santa Rosa
Transient Occupancy Gross Rent 9% City of Santa Rosa
Tourism BIA - City 3% City of Santa Rosa
Tourism BIA - County 2% City of Santa Rosa
County of Sonoma
Utility Users 5% PG&E
(Estimated) Ad Valorem Property Tax 1.096839% County of Sonoma Treasurer-Tax Collector
Sales and Use Tax (total) 8.5% California State Board of Equalization
Sources: City of Santa Rosa, Kosmont-Rose 2009, California State Board of Equalization, June 2012
State Taxes
Tax Basis Rate Agency
Corporation Income or Bank and Corporation Franchise Tax Combined net income apportioned to California. 8.84 percent Franchise Tax Board
Sales and Use Tax (state portion) Receipts from sales or lease of taxable items. 7.25 percent California State Board of Equalization
Unemployment Insurance First $7,000 of wages per employee per year. 1.5-6.2 percent Employment Development Department
Workers' Compensation Insurance Per $100 of payroll. Varies based on job classification, workplace safety record, and insurance carrier. Department of Insurance, Department of Industrial Relations
Personal Income Tax Taxable personal income. 1.25-10.55 percent Franchise Tax Board
Disability Insurance (employee paid) Taxable wage limit for withholding of $90,669. 1.2 percent Employment Development Department
Employment Training First $7,000 of wages per employee per year. 0.1 percent Employment Development Department
Sources: California Investment Guide, California Employment Development Department, June 2012
Nelson Staffing Solutions
(707) 576-1670
Full service recruiting solutions
Office Team
(707) 578-2232
Specialized administrative staffing
Business Location/Expansion/Growth Assistance
Santa Rosa Chamber of Commerce
(707) 545-1414
The Santa Rosa Chamber of Commerce is the leading organization dedicated to the success of business.
Small Business Development Center
(707) 524-1770
Programs and services to help you start, grow and succeed.
 North Bay Angels A forum for learning about and making early stage investment capital (seed capital) and advisory assistance (mentoring) available to entrepreneurial companies in the North Bay.
Entrepreneurial & Technology
Pacific Venture Club Resources for Entrepreneurs, Financing Sources, Alliance Partners, and Service Providers
North Bay Growth & Innovation Forum A joint effort of the City of Santa Rosa, the Santa Rosa Chamber of Commerce and the North Bay Angels which seeks to enable local companies to grow by creating a larger pool of angel and private equity financing, and support a new economic infrastructure in the greater Santa Rosa area that provides economic stability.
Industry Associations
Building Industry Association
(707) 544-7100
A professional, non-profit association committed to promoting housing for people of all income levels and the production of quality homes.
North Coast Builders Exchange
(707) 542-9502
A member-operated, not-for-profit association serving the Construction Industry in the California North Coast area (primarily Sonoma, Mendocino, and Lake Counties).
Sonoma County Executives Association
(707) 578-0905
An organization of business owners and executives who have made a commitment to build a professional and profitable relationship with one another. 
Professional Association of Sonoma County for Human Resources (PASCO)  The mission of PASCO is to provide leadership for the human resources community, within Sonoma County and the surrounding North Bay Area, by promoting professional growth in the area of human resources management and providing an information network for members.

Conference Facilities
Name Type Occupancy Meeting Rooms Food Service
Fountaingrove Inn Hotel 300 7 Yes
Hilton Roundbarn Hotel 300 10 Yes
Hyatt Vineyard Creek Hotel 750 15 Yes
Wells Fargo Center for the Arts Arts Center 2500 4 No
Police Protection
Provider # of Stations Officers/1,000 Population Special Units
Santa Rosa Police Department 1 1.2 Patrol Bureau, Traffic Bureau, Investigations Bureau, Communications Bureau, Records Bureau, Technical Team
Sources: Santa Rosa Police Department
Fire Protection
Provider # of Stations Special Units
Santa Rosa Fire Department 11 Training & Safety, Emergency Medical Services, Suppression, Fire Inspection
Sources: Santa Rosa Fire Department

Rodgers - runs through Santa Rosa, Northern Hayward, Maacama, San Andreas

Seismic Zone

26, A3

Insurance Rating

Homeowners  -  California Earthquake Authority (CEA) policies are available exclusively through CEA  participating insurance companies and are available when an existing residential insurance policy is in place.  Participating insurance companies handle all servicing of the CEA policy including applications, renewals, billing, and claims.

Commercial -  rate is 10% of building value, subject to minimum premium of $10,000 per location. Applicable deductible is 15%.  Very limited number of commercial earthquake insurers.


62% probability of a 6.7 or greater between 2003 - 2032 in the San Francisco Bay Region
27% probability of a 6.7 or greater on the Rodgers Fault between 2003 - 2032

Loss Estimates - Building Damage, Economic Loss

Rodgers Fault - Magnitude 7.0 - $8,000,000,000
Rodgers + Northern Hayward Faults - Magnitude 7.1 -  $20,000,000,000

Loss Reduction Plan

California Seismic Safety Commission website:
California Earthquake Loss Reduction Plan, 2002-2006

US Geological Survey (USGS) website:
Putting Down Roots in Earthquake Country

Customized incentives are offered on a case-by-case basis.
City of Santa Rosa Economic Sustainability Strategy

The Santa Rosa City Council adopted a Phase II Economic Development Strategic Plan in mid-2005; staff implemented the majority of the tactics. Due to the near-completeness of the Phase II Strategy in 2007, and because the national and local economy began to shift, the Council expressed support for a new Economic Sustainability Plan to address local economic concerns. At its May meeting, the Economic Development Subcommittee reviewed the proposed Sustainability Strategy and recommended Council approval. The Santa Rosa City Council formally approved the Sustainability Strategy on June 17, 2008. Read the Economic Sustainability Strategy here.

On May 4, 2010, the Santa Rosa City Council approved the adoption of aggressive augments to the Economic Sustainability Strategy and directed Community Development staff to proceed with proposing ordinance changes to codify the potential changes to development-related regulations.  On July 20, 2010, the City adopted aggressive economic development augments to the Zoning Code in order to stimulate building, business development, and job growth during the economic downturn.

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 Business Contacts

Danielle O'Leary Danielle O'Leary
Economic Development Manager
(707) 543-4353
Raissa de la Rosa Raissa de la Rosa
Economic Development & Marketing Coordinator
(707) 543-3059