Marin County is asking residents to help shape a new economic strategy that will guide how the county supports local businesses, downtowns, workforce development, and commercial corridors countywide.
San Rafael's Fourth Street, Northgate district, and other local commercial areas would fall within the plan's scope.
County Executive Derek Johnson listed the Economic Vitality Strategic Plan first among several initiatives seeking community involvement in an interview published Monday, July 27, in Marin Magazine. The plan, he said, "will help shape how Marin supports local businesses, downtowns and commercial corridors, workforce pathways, tourism, agriculture and a more resilient local economy."
The Board of Supervisors awarded a $250,000 contract to BAM Consulting Inc. and Strategic Economics on June 9 to develop the plan. That contract superseded an earlier $100,000 authorization the board approved on October 14, 2025, signaling the county expanded the project's scope.
Why it matters locally
The plan updates a 2022 county effort and reflects a centralized economic development function created within the County Executive's office after the COVID-19 pandemic reshaped Marin's economy, according to a county news release published June 10.
The economic backdrop is stark. Marin's employment force has fallen 6% since 2020, and its real GDP grew just 0.8% over five years, reaching $29 billion in 2024, according to data economist Christopher Thornberg of Beacon Economics presented at the San Rafael Chamber of Commerce's 2026 Economic Forecast on February 18. The county's housing stock of 113,062 residences grew only 1.6% in the past decade, compared to 7.3% statewide.
At that same February 18 event, San Rafael Chamber President and CEO Karen Strolia spoke broadly about Marin's economic challenges, not this specific plan. She told the audience of roughly 300 civic and business leaders: "If we want a healthy economy, we need a healthy talent pipeline. If we want a healthy talent pipeline, we need real child care options, strong education to employment pathways and housing people can actually access."
The Chamber runs its own Economic Vitality Committee, whose 2024 priorities included reducing commercial vacancy rates, decreasing barriers to business growth, and strengthening partnerships with the Marin Small Business Development Center and CareerPoint Marin.
County's approach
Johnson, a Novato native who spent 12 years working for the City of San Luis Obispo before taking the Marin post, drew on a study tour that brought about two dozen local civic and business leaders to San Luis Obispo's downtown. At the February forecast, he said what impressed the group most "was not a specific project, but it was about a culture, a culture of collaboration."
The county's website describes the initiative as the "Economic Vitality Strategic Roadmap" and lists three focus areas: vibrant places and cultural vitality, workforce, and long-term economic opportunity. The county says it is developing the plan together with cities, businesses, educators, and community partners.
The Board of Supervisors also approved a separate $300,000, three-year contract with Dominican University on December 9, 2025, to fund the Marin Small Business Development Center at $100,000 annually.
What's next
The county has not announced specific public workshop dates or a timeline for completing the plan. Johnson directed residents to MarinCounty.gov for engagement updates.
