Decorative lighting and additional signage for business districts are among the changes that could be coming to downtown Gustine within the next two years.
On Tuesday, Gustine City Council officials voted 5-0 to move ahead with implementing a plan with possible six actions that coincides with two of the city's strategic goals of enhancing its aesthetic and economic appeal. In March 2025, the city adopted a three-year strategic plan, a blueprint that focused on providing financial stability, sustainable development and addressing community needs through 2028.
According to the staff report, those initiatives included implementing decorative lighting, additional signage for business districts, designs for downtown Gustine, lowering the current rate of $75 for marquee for businesses, regulating a targeted code enforcement for businesses and uses of right-of-way by restaurants and cafes.
In the past year, the city hosted an in-person workshop and posted an online survey to listen for feedback and suggestions for its strategic plan.
On Sept. 17, 2025, city staff hosted a business roundtable workshop that had 20 attendees, including business and building owners. During the session, some of the suggestions made were having murals downtown, enforcing penalties for unlicensed businesses and changes to traffic patterns and parking. Additionally, business owners said the use of the sidewalk right-of-way “would help their businesses.”
The online survey, conducted from September 2025 to January 2026, garnered 40 responses and showed a discrepancy on certain matters. While business owners believe the use-of-right way sidewalk can help their business, a low percentage of participants mentioned they would visit downtown more or spend more based on the uses, the staff report mentions.
Having murals and banners up throughout the year did not seem as a priority for the participants.
However, improvements to sidewalks and high curbs, business district signage and decorative lighting in downtown were consensus priorities for both parties.
Jami Westervelt, the city’s economic & community director, said sidewalk and curb improvements are a priority, but is not feasible with the strategic plan. She added that the future downtown roundabout will reduce the amount of curbs.
“We’re talking about setting that one aside, not that the city’s not working on it but we’ve had success recently with the downtown roundabout,” Westervelt said. “The city will keep looking for that, but it’s not necessarily something we feel we can do by 2028.”
Councilmember Rich Ford said he liked the idea of reducing the rates for businesses displaying marques, but wants to see its quality improved. He believes that it can be “hard to read” if there’s not enough contrast.
“I don’t think the quality is that good,” Ford said. “I’ll definitely be interested in putting something on there.”
Councilmember Sherri Marsigli said she hopes that the efforts of meeting the strategic goals doesn’t overlook other matters that may become more important in the city. “I would not want somebody to set something aside that’s important,” she said.
Westervelt, in response, said the action items were brought forth to understand what city staff should prioritize.
Actions on the six items will be brought up in the future meeting, according to the staff report.
