Roseville Square project showcases Commercial Corridors plans in action

A familiar Roseville destination is getting new life. The latest reinvestment project within Roseville Square is demonstrating exactly how the City of Roseville’s Commercial Corridors Specific Plans are helping modernize long-established retail centers, attracting new businesses, and creating renewed energy along some of Roseville’s most traveled corridors. 

A closer look at Roseville’s Commercial Corridors 

Roseville’s commercial corridors span three key areas of the city: Douglas–Harding, Douglas–Sunrise, and Atlantic Street. These locations include some of the community’s oldest shopping centers, employment areas, and transportation routes, which makes them prime for reinvestment through targeted improvements and strategic redevelopment. 

The City Council-adopted Commercial Corridors Specific Plans, or master plans, provide the vision and standards that help guide commercial reinvestment and redevelopment, support new housing opportunities, enhance streetscape beautification, and assist property owners and businesses in reimagining these spaces for today’s needs. 

Reinvestment taking shape at Roseville Square 

Recently, Roseville Square property owners brought forward a new project guided directly by the Commercial Corridors Specific Plans. From new buildings with fresh façade designs to enhanced landscaped frontages and the activation of a previously vacant parcel, the project is transforming the look and feel of this longstanding commercial hub.

"By offering these incentives, the City of Roseville is strengthening the foundation for long-term investment in our commercial corridors," said Melissa Anguiano, City of Roseville Economic Development Director. "These programs encourage catalyst projects and property improvements that will enhance economic vitality and create lasting value for the community.” 

Because the Commercial Corridors Specific Plans establish clear standards and flexible development pathways, projects like this move more quickly through the entitlement and review process. The City’s streamlined approach allows property owners and businesses to reinvest with confidence, knowing their plans align with a shared vision for revitalizing older retail centers and supporting long term economic vitality. 

The improvements at Roseville Square have already begun to attract new businesses like the soon-to-open 85°C Bakery Cafe, adding momentum to corridors that are seeing growing investment interest. 

Beyond the visual upgrades, the project supports the broader goal of catalyzing additional investment throughout the corridors. With improved aesthetics and new activity, nearby properties often gain renewed interest, creating a ripple effect that benefits the surrounding neighborhood, business owners, and residents. 

Supporting reinvestment through incentives 

To help more property owners move projects like this forward, the City of Roseville launched two new incentive programs. The Façade and Frontage Improvement Program and Development Impact Fee Credit Program are designed to reduce redevelopment costs and encourage upgrades such as façade enhancements, lighting, accessibility improvements, and site modernization. These incentives complement the streamlined planning process, making redevelopment in Roseville both faster and more financially achievable. 

Looking ahead 

The updates underway at Roseville Square is just one example of the long-term vision behind the Commercial Corridors Specific Plans. As more property owners take advantage of available tools and incentives, Roseville’s commercial districts will continue to evolve—bringing fresh opportunities, new business activity, and vibrant spaces for the community to enjoy. 

Thinking about improving your commercial property? 

Explore the development advantages in Roseville and see how you can be part of the community’s continued improvements by visiting roseville.ca.gov/corridors. Or, contact the Economic Development Department.