Economic Development Workshops

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Are you an elected official, city administrator, commissioner, planner, or economic development practitioner, a commercial real estate professional, or simply interested in land use and policy that affects urban design, economic development, housing and transportation? Do you want to understand the major development trends, challenges, and opportunities facing Silicon Valley’s communities? Join us to learn together!

The Silicon Valley Economic Development Alliance, a consortium of 25 Bay Area economic development programs, is collaborating with APA California Chapter – Northern Section, ICSC Northern California P3, SPUR, and ULI San Francisco to produce five timely, in-depth workshops on key issues over 2 days in beautiful Santa Cruz.

The page will be updated with more details on each session as the event draws closer. Planners please note: we are working with APA to provide Continuing Professional Education credits for these workshops!

Thursday, November 2 – Santa Cruz Museum of Art and History

1 pm Registration/Box Lunch Pick-up

1:30 pm Lunch/Workshop 1: The changing nature of retail and its impacts on cities

  • Keynote: Garrick Brown, Cushman and Wakefield
  • Perspective on Retail Decision-making: Christine Firstenberg, JLL
  • Breakout: Discussion Groups on Key Topics in Retail with Industry Leaders

3:15 pm Break

3:30 pm Workshop 2: Urban Planning and Place-making for Dynamic Communities

  • Moderator: David Greensfelder, Greensfelder Retail
  • Morgan Hill Case Study: Edith Ramirez and Joni Janecki
  • Redwood City Case Study: Catherine Ralston

5 pm Networking Reception

$75 – register for Day 1

Friday, November 3 – Dream Inn, Santa Cruz

8 am Breakfast

8:30 am Workshop 3: Mobility Management Building Blocks

  • Moderator: Nathan Donato-Weinstein, San Jose
  • Steve Raney, Joint Venture Silicon Valley
  • Ann Cheng, TransForm

10 am Break

10:15 am Workshop 4: Planning Successful Mixed-use Projects to Create a 24/7 Neighborhood

11:45 am Break/Box Lunch Pick-up

12 pm Lunch/Workshop 5: Co-working Spaces and Incubators as Catalysts

  • Carol Lauffer, Business Cluster Development
  • Cat Johnson, Cat Johnson Content
  • Jetta Wong, LA Cleantech Incubator
  • Raffie Colet – STEM/Innovation/Startups Consultant
  • Ryan Coonerty, NextSpace co-founder & Santa Cruz County Supervisor

1:30 Adjourn

$125 – register for Day 2 here

Want to join us for both days? Save $25 by bundling your registration!

For questions or hotel recommendations, please call Kara at 408-204-1464.


  • yellow APA California logo
  • black and red ICSC logo
  • black and white SPUR logo
  • grey and green Urban Land Institute logo