“Our communications team is excellent and has the in-house capacity to make video productions; it makes a huge difference,” Zellers says, expressing how he and other members of the Fairfield leadership team want to continue to push forward in that area, as it provides a significant advantage in crafting compelling narratives. Beyond traditional and digital media, Fairfield is expanding its presence in crucial business attraction efforts. However, the challenge, as articulated by Director Zellers, lies not in a lack of opportunity but in effectively capturing attention and conveying the full scope of the city’s dynamic story to potential investors and new residents. So, the city is actively working with organizations like Team California to ensure consistent participation in trade shows that can help position itself as an attractive destination for businesses. To complement these efforts, Fairfield is leveraging its abundant industrial and commercial space, as well as ongoing housing construction, to present itself as a fertile ground for growth. “We adopted our new General Plan at the end of the last calendar year,” Zellers begins, referring to the city’s ambitious commitment to infrastructure development and long-term planning, setting an ambitious time horizon stretching to 2050. “The implementation of that begins in earnest with zoning updates to better identify areas for priority development,” Zellers says. The focus lies on enhancing the livability and appeal for both businesses and residents. Currently, Fairfield is on the cusp of completing Phase One of its downtown streetscape revitalization. This initiative is complemented by an upcoming project set to commence this summer, focusing on creating a more walkable and safer corridor that connects Interstate 80 directly to the bustling downtown area. Fairfield’s key events primarily take place downtown, an area that has seen substantial city investment and is now thriving with new businesses, serving as the heart of the community. Thanks to that rise in activity, Fairfield is keenly focused on enhancing its visibility and appeal to the outside world with a forward-thinking approach to promotion. A noteworthy initiative includes the production of a small broadcast media piece set to be released on PBS, highlighting the city’s story to a broader audience. 188 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07
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