Welcome to a story many of us living in or around Redding have watched unfold right in front of our eyes, sometimes slowly, sometimes in sudden leaps that catch us by surprise. Downtown Redding has never been just a place, it’s been a reflection of our community’s hopes, hesitations, and the way we imagine the future.
And when you sit down with someone like Blake Fisher of Viva Downtown, someone who grew up on these streets, someone who’s walked them through both the quiet years and the comeback, it becomes clear that the next chapter of downtown isn’t just happening to us … it’s happening with us.
The Story Behind Redding’s New Downtown
Before diving deeper, here’s your optional extra layer of insight: you can watch the full Rooted in Reading episode on YouTube to hear the full conversation behind this blog. It adds warmth and nuance that only a face-to-face talk can bring.
Downtown Redding’s evolution didn’t happen quickly, and it didn’t happen by accident. It came from decades of decisions, some good, some not so great, and from people who refused to let the heart of the city fade out.
Below are the four ideas The Barrett Team and Blake explored together, shaped into a more personal narrative.
1. A Downtown That Had to Be Rebuilt, Almost From Scratch
For many locals, there’s still a memory of when downtown looked and felt completely different. Losing historic buildings, closing the streets, and turning the area into an enclosed mall left the city with parking, but not much life.
What changed was simple: people showed up. Small community events like Marketfest brought crowds back downtown, even when it still looked rough around the edges. That momentum eventually inspired Library Park, the redevelopment of Market Street, and the beginning of a long-term effort to restore what was lost.
Instead of a single big solution, it was a chain of small but meaningful steps, ones that people in Redding still talk about today.
2. Business Support That Feels Human, Not Corporate
One thing Blake and The Barrett Team both emphasised is that Viva Downtown isn’t a membership group or a chamber. It’s a connector.
Their focus is on creating a downtown where:
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Business owners can actually find support.
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Arts and culture are treated as part of the economic engine.
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People feel like downtown is a place worth investing in.
From the weekly downtown business group gatherings to the support of events like First Fridays and Hops & Shops, the goal isn’t to manage businesses, it’s to create an environment where they can thrive.
And you can already see it happening: galleries filling historic buildings, tasting rooms drawing new foot traffic, and the IOOF Hall turning into a creative community space.
3. A Downtown That Finally Works for Everyday Life
The old reputation of downtown doesn’t match the reality anymore. The conversation touched on how many people still judge the area based on memories or old Facebook photos.
But the downtown of today is:
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walkable
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better lit
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home to new apartments with residents living day and night
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filled with businesses that actually stay open
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a place where families attend events, grab coffee, walk dogs, and meet friends
Blake made an important point: downtown is now one of the safest areas in Redding. Not because of heavy policing, but because people are present again.
It’s not perfect, but it’s active. And that alone has changed the experience for anyone who takes the time to visit.
4. The Public Market and the Anchor Projects Shaping the Future
One of the biggest shared points of excitement in the interview was the Public Market. It represents what downtown has needed for years: a consistent draw, not just a once-a-month event.
This project sits alongside other anchors like:
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the Cascade Theatre
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the Riverfront Playhouse
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the IOOF Hall
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new businesses opening in Market Centre
These are the places that keep a downtown alive long-term. When the Public Market finally opens, no matter the exact date, it’s expected to connect all these pieces and create a new rhythm for the city.
Downtown Redding isn’t running on hope alone anymore. It’s running on momentum.
Looking Ahead With Purpose
Downtown’s future won’t be defined by trying to copy Bend or Chico. It will be represented by something more personal: locals choosing to build the best version of Redding.
This next chapter is something we all get to take part in, whether by attending events, supporting local businesses, volunteering, or simply walking the streets and getting to know the place again.
And if you’re thinking about moving closer to the heart of Redding or planting deeper roots here, The Barrett Team is always ready to help you find your place in that story. We’ve invested countless hours into understanding what’s happening downtown, and we’re here to guide anyone who wants to be part of it.
Redding is growing into something meaningful, and we get to grow with it.
