All new development, infill, and renovation should aim towards enhancing the distinctive identity of the area. The downtown core should be prioritized as Ventura's central business district. Encourage a pedestrian-oriented design with crosswalks, slow speed limits, and colorful and inviting building facades. Revitalize Main and California streets as central shopping streets. Highlight California Street as the flagship in downtown revitalization and as a critical link between Main Street and the oceanfront promenade.
Parking Improve the visibility of existing parking lots.
Consider the development of new parking structures. Improve freeway access into the downtown core. Provide shuttle bus service from the downtown to other key locations in the city. Improve bicycle access to the downtown using new Class II bikeways, enhancing existing Class III bike routes, and providing bike storage facilities. Additional Strategies Input from the Seize the Future process contributed these additional complementary strategies and actions.