A customer plays pinball at Pixel’s Arcade Taproom in San Rafael, Calif., on Friday, June 1, 2024. (Shelly Lavers/Marin Independent Journal)
Rob Simmons has always wanted to open his own store.
In October, the 59-year-old Novato resident, who has a background in gaming and graphic design, signed a lease, and by the end of March, Pixel’s Arcade Taproom, at 1137 Fourth St. in San Rafael, was open for business.
As the name suggests, this hall is full of classic arcade games such as Pac-Man, Ms. Pac-Man, Centipede, Donkey Kong, pinball, etc. There is also a console game lounge with Xbox and PlayStation, where you can enjoy beer and wine.
“The city has been very welcoming and supportive,” Simmons said. “Their communication has been great. They’re professional, yet friendly and approachable.”
It’s an experience city officials hope to replicate for new business owners in a new campaign to promote San Rafael as a business-friendly city.
The initiative, called “San Rafael Go,” was introduced at the City Council meeting June 3. Stacey Roman, the city’s economic development program manager, said it’s an extension of the city’s services to the business community, but also aims to make it easier for people to get the answers they’re looking for.
“We’re trying to establish a single point of contact for people who have inquiries about development, whether that’s about keeping or relocating a business or starting a new business,” Roman said.
San Rafael Go is an online customer service portal that assists businesspeople with questions about real estate and development opportunities and connects small business owners with financial, labor and other technology resources.
The program is part of the city’s Economic Development Strategic Plan, approved in May 2023, as a way to help the city center recover from the effects of the COVID-19 pandemic. With many people working from home, fewer people are stopping for coffee on the way to the office, and daytime foot traffic in shopping districts has decreased.
The city used pandemic relief funds to hire Kosmont Companies for $157,590 to develop a 32-point action plan to consider over five years.
Another initiative the city is considering is converting the San Rafael Downtown Business Improvement District into a property-based business improvement district. Currently, downtown business owners pay an annual levy to support the activities of the business improvement district, including safety, security, cleanliness and events.
In property-based districts, assessments are also collected from property owners.
The city last month began recruiting consulting firms to help develop a transition plan for consideration, a process that Roman said he expects to take 18 months.
Micah Hinkle, the city’s community and economic development director, said the initiative reflects changing times.
“COVID-19 has eliminated our office business and forced us to rely on the rest of the community — property owners,” Hinkle said.
Additionally, Kosmont has prepared an analysis of something called Enhanced Infrastructure Finance Districts, which are special districts funded by property taxes where the city can issue bonds to support development projects. A presentation on the study is planned for this summer.
Arts programs also bring more foot traffic to downtown, Roman said. The city’s economic recovery plan includes a $709,890 grant from the California Arts Commission for events in the Downtown San Rafael Arts District. Examples of district-funded activities include murals in public schools and private buildings, business window displays and other projects.
The economic development plan looks at ways to support the cannabis industry.
Hinkle said in 2022 the City Council made significant tax cuts to cannabis delivery businesses struggling with the stresses of the pandemic, obstacles to the industry and tough state regulations, all of which they are still dealing with.
The special business tax was reduced from 4% to 2% through December 2024. Roman said staff will work with cannabis businesses to propose a new tax rate before it expires.
San Rafael Chamber of Commerce policy director Joshua Townsend said business leaders support the city’s efforts.
“I think the way the city is approaching economic recovery has been extremely positive and extremely business-centric,” Townsend said. “I feel like the city is looking at ways to really support businesses, but also provide avenues for them to expand and gain new business.”
Simmons, who moved from the East Coast and lived in Marin for 20 years and grew attached to the community, said when it came time to find a location for Pixels, “I really wanted it to be in San Rafael.”
“I really feel like there was a void here that needed to be filled with something special like this,” Simmons said.
Simmons said he supports the city’s efforts to attract and retain businesses.
“The city itself is centrally located in Marin County and is very accessible,” Simmons said. “It’s urban enough to offer a lot of attractions, but Fourth Street still has that country-town feel, which is something we’d love to see.”
