Letter to the Editor – July 2025
From Carolyn Kingsnorth, President, Historic Jacksonville, Inc.
Did you have a chance to experience the conversion of Jacksonville’s North 3rd Street into a pedestrian plaza on May 31st? The food trucks, crafts, music, and streetscape created a fun vibe enjoyed by many. The idea was to simulate the closure of that block between California and West C streets for a permanent pedestrian plaza.
Except it was not a true simulation.
While the parking would be eliminated and the streetscape and tables and chairs would be there full time, the food trucks would not. Jacksonville City Code prohibits them. (An exception was made for Las Palmas after their restaurant fire.) The entertainment would not be there, unless some “buskers” chose to set up periodically in hopes of tips. And they would have to get permits from the City. The crafts would not be there, unless some artists or merchants chose to periodically offer activities. And there are already many benches along California Street that provide a seating break.
What we would have is 10 fewer parking spaces and streetscape that someone has to maintain. It did make a nice event space, but when we need to close that area for events, we can already do so—just like we did on the 31st!
As President of Historic Jacksonville, Inc., I stay busy finding new ways to share Jacksonville’s rich history with residents and visitors alike so seldom publicly share my opinion on any controversial local issue. In this case, I’m making an exception. I am strongly opposed to turning the portion of North 3rd Street between California Street and C, or between California and the driveway behind the fire station, into a pedestrian plaza—even a modified version that would only be closed for events but would add streetscape and leave two parking spots.
When the Southern Oregon Historical Society occupied New City Hall and Art Presence as the Jacksonville Museum and Children’s Museum, Jacksonville had a vibrant commercial district that extended from the Old Library Collectibles and Thrift Store and the GoodBean on West Main and South Oregon, east along California Street, and down North 5th Street to F or even G streets. Ever since the Jacksonville Museum closed in 2010, that “vibrancy” has become “spotty” at best.
Commercial traffic on the north side of California currently stops at 4th Street and Rasmussen’s “Super Serve” which closed in 2022. The McCully House Inn and Cerberus Coffee draw people to 5th Street on the south side which benefits the Miners’ Bazaar, Somar’s wine tasting room, and Cycle Analysis on the opposite corners. However, apart from C Street Bistro, that’s become a commercial “dead end.”
One of the stated goals of the City and the Chamber since 2010 has been to move foot traffic around the corner of California onto North 5th. As noted, foot traffic on the north side of California Street currently stops at 4th Street at Rasmussen’s. A plaza will stop that traffic at 3rd. Its impact on the south side of California is unknown.
One of the merchants participating in the plaza simulation suggested that the pedestrian plaza would attract a new demographic to Jacksonville. How many of the individuals who came for the event then shopped at the stores or ate in the restaurants? Would the plaza actually increase business for surrounding stores? A couple of adjacent businesses who track sales on event and non-event days report lower sales on event days. People come for the fun and then leave.
A sale of Rasmussen’s is pending. The potential purchaser is a development company that is proposing a 2-story building with ground floor commercial and 2nd floor residential. That could provide some missing continuity. However, I asked the Planning Department about parking and was told that in 2028, the State is planning to eliminate the number of parking spaces required for new construction! If the sale and construction go through as planned, that will mean more parking needed, not less.
Parking is already an issue in Jacksonville. The proposed pedestrian plaza would eliminate 10 public parking spaces. Even the modified public “pop up” version would eliminate eight. There are three parking spaces on C Street between North Oregon and 4th streets, and much of the remainder of North 3rd Street parking has “residential” limits.
Yes, there is parking in our “C” and “D” street lots as well as on West Main between 4th and 5th streets. There is also parking around New City Hall. But how far are residents or visitors willing to walk? Did you know that the median age of Jacksonville residents is 65? And how many visitors who have purchased “goodies” from our unique stores want to lug them several blocks?
Food trucks have been suggested as a pedestrian plaza offering. That could provide a convenient lunch or pre-Britt Festivals concert option. But the City Code currently does not permit food trucks. If the code is changed, how would that affect our local restaurants? Some of our restaurants do have food trucks, but what about those that don’t? And what if outside food trucks were brought in?
Finally, part of the proposal for a North 3rd Street pedestrian plaza has to do with “ambience.” It’s been noted that the parking areas and some adjacent spaces look “weedy” and not very attractive. But they are no different from most of the downtown streets! And while the proposed streetscape would be attractive, who is going to maintain it? The same individuals who are currently maintaining the “weedy” areas?
A little clean up and weeding is a lot less costly than converting North 3rd into what could be another Medford “bike lane” project. Drive the “bike lane” blocks on West Main Street and note the number of buildings with “for sale” and “for lease” signs.
But in terms of “ambience,” my basic objection is different. It’s about Jacksonville’s history and why so many of us fell in love with this town. Jacksonville has its own “vibe.” Look around you. Does a “cute” 21st century pedestrian plaza truly reflect or communicate the story of a 19th century gold mining town that became the late 1800s’ hub of Southern Oregon and the first National Historic Landmark District on the West Coast?