After nearly two years under the bulldozer, Roseville's Historic District debuted a hip, new look Friday night.
As merchants, residents and city officials celebrated the completion of Old Town's $13 million face-lift and full-body makeover, new businesses already were moving in, giving the once deserted ghost town a trendy, urban vibe.
The extensive streetscape project included upgrading old sewer, water and storm drainage systems, moving overhead power lines underground and rebuilding streets, curbs, gutters and sidewalks.
Era-appropriate streetlights, benches, decorative wrought iron fencing and a new, railyard viewing platform also were added to highlight the area's history.
"It was actually a complete makeover of the district, starting below ground and moving all the way up to everything above ground," said Mark Wolinski, an administrative analyst for the city's Economic and Community Services Department.
Wolinski said the goal was to put Old Town on even footing with newer areas of Roseville where it's easier for businesses to "plug in and play."
"All the infrastructure is there (in newer areas), so businesses can put up a building, tie into the existing infrastructure and be up and running," Wolinski said. "Infill areas can't compete. Oftentimes, the infrastructure is old and might not have the capacity they need, so businesses have to do a lot of improvements."
Since Old Town construction started in October 2006, a recording studio, hair salon and retro-clothing store have opened. A salon and day spa, as well as another restaurant bar, are scheduled to open later this year, Wolinski said.
On Friday night, a new bar and pizzeria called Basic opened its doors in a renovated, 6,000-square-foot brick building that dates back about a hundred years. Roseville native Kenny Gowan opened the first Basic in downtown San Diego's East Village neighborhood several years ago, when that area was in the midst of a major redevelopment effort.
Gowan strove to maintain the Roseville building's original look but with an urban, industrial spin. Inside the cavernous restaurant, he left brick walls and steel beams exposed, and used concrete for floors and bars. "It's time-consuming, and it's cheaper to just start from scratch," he said. "But it's the old buildings that give the neighborhood its feel and character."
Gowan hopes Basic, which serves food until 2 a.m., and other Old Town businesses will appeal to people like his friends – 30-somethings who may be settling down but still enjoy an occasional night on the town.
"Roseville is a $100 cab ride from Sacramento. People … are looking for places closer to home, that still have that city, urban feel," he said. "There's a lot of stuff happening here in Old Roseville. It's becoming a little entertainment district."
But it isn't just new businesses getting involved in the redevelopment efforts.
When Bianca Karres bought the 64-year-old Owl Club in September, she gave it a fresh coat of paint and added sofas for a more upscale, lounge feel. "We knew all the work the city was doing, and we thought that within the next few years the whole area would just pop and would be a phenomenal place to have a business," she said.
"Before, the buildings were shabby and the roads were all uneven. People were afraid to come to Old Town. Now it's a beautiful, safe place."
Karres and other business owners recently started to rebuild the dormant merchants association and have been discussing ideas such as street festivals and holiday events to draw people to Old Town.
"We're very diverse here," Karres said. "We have restaurants, law offices and there's an embroidery place. We've got some great things down here, and we just want people to come out and see us."
Call The Bee's Jennifer K. Morita, (916) 773-7388.
