Big Dreams, Small Town: Why Redding, CA is Poised for Growth
If you’ve ever wondered whether a small town like Redding, California can support big dreams — whether it’s launching a business, relocating your family, or simply seeking a fresh start — this week’s episode of Rooted in Redding brings you insight, optimism, and a clear path forward.
We sat down with Todd Jones, President of the Redding Chamber of Commerce, to explore how this Northern California city is tackling challenges, fostering growth, and supporting its business community with vision and action.
Building a Business in Redding: A Network of Support
Todd Jones’ career reflects a deep connection to Redding’s economic development. From his early work with Congressman Wally Herger to leading the Shasta Economic Development Corporation (EDC), and now the Chamber, Todd brings years of strategic experience in attracting and nurturing business in the region.
The Chamber, a 117-year-old institution, now serves as a hub for business support, advocacy, and networking. With over 800 member businesses — ranging from large employers to sole proprietors — the Chamber hosts weekly greeters, monthly happy hours, and training events that keep the business community connected.
For anyone moving to Redding with a dream — whether you’re opening a sandwich shop or manufacturing candles — the Chamber is your entry point to opportunity, visibility, and mentorship.
The Challenges: Regulation, Energy, and Workforce
Redding faces real challenges, especially for new or relocating businesses. According to Todd, three consistent barriers are:
California’s Regulatory Environment – While the city and county don't add excessive red tape, state regulations still make it tough.
High Energy Prices – Although Redding’s utility costs are among the lowest in California, they're still higher than neighboring states.
Workforce Shortages – Since 2008, Redding’s labor force has shrunk, making it hard to fill even entry-level roles.
However, Redding’s affordability, quality of life, and proximity to nature offer unique advantages for businesses that can navigate those hurdles.
Visit Redding: From Weekend Getaway to Forever Home
In addition to the Chamber, Todd also oversees Visit Redding, the city’s tourism arm. With a $1 million annual marketing budget and growing hotel tax revenue (up from $4.5M to $7.6M in just three years), Redding is seeing real traction as a destination.
And this isn’t just about short-term visitors — many new residents first discovered Redding on a camping trip or family vacation. Now, the city’s charm is being strategically marketed as an ideal place to live, work, and grow.
Downtown Revitalization and City Identity
A big part of the Chamber’s recent success has come from the City Identity Project — a grassroots initiative to enhance Redding’s image through 20 community-driven ideas, such as:
The Garden of Lights
Murals and public art
Umbrella Alley (now replaced by a permanent lighting installation)
The Reading Venture Conference
Downtown signage and placemaking efforts
All of this contributes to the feeling that Redding is becoming more than just a pass-through town — it’s a vibrant community with a growing downtown and culture to match.
Food, Culture, and Community: A Changing Taste
The food scene in Redding has faced its share of struggles — from Moonstone Bistro’s closure to the hurdles of running a restaurant in California — but there’s also promise.
Local spots like Pipeline, Theory Coffee, and new ventures offer high-quality, curated experiences that are reshaping expectations. As Todd points out, it’s about training the palate and raising the standard while still maintaining that small-town charm.
The Vision: A Thriving Redding for All
Todd’s long-term vision is clear: Make Redding the best place in California to do business. But to get there, Redding must also become the best place to live — affordable, connected, culturally vibrant, and welcoming to newcomers and locals alike.
With a strong chamber network, ongoing tourism efforts, and a renewed sense of civic pride, Redding is on a promising path.
“If the locals care more about Redding, it will elevate everything for those who live, visit, and invest here.” – Todd Jones
Thinking of relocating or starting your business in Redding?
Visit VisitRedding.com to explore the area, or reach out to the Redding Chamber of Commerce to get plugged into a supportive, growing business community.
Rooted in Redding — where we help you find a home, and a community to thrive in.
