Mayor Kathleen King said that the city general fund has changed little in the last 15 years, hovering around $9 million, with revenue from sales taxes at roughly $1 million.

Bringing more retailers and foot traffic to the Village is one area where the city can increase revenue, King said. "The Village is the heart of Saratoga," she said. "We want to help the businesses that are there, increase revenue for the city and make Saratoga into a place we can be proud of."

The foundation of Tinfow's report was built on earlier economic reports dating back 20 years. In 1988, a city task force prepared the Saratoga Village Plan, which became the foundation for the Saratoga Village Guidelines approved in 1991. Elements of that plan were implemented, but some were not completed. Some elements of the earlier plan have since become outdated, such as placing telephone booths downtown, while other elements need to be added, Tinfow said.

The city council agreed to move forward with a Village development task force. The task force is to be comprised of nine members--two members from the city council who were on the Village Ad Hoc Committee, three business or property owners in the Village, one representative from the Saratoga Village Development Council, one representative from the planning commission, one representative from the Saratoga Chamber of Commerce and one representative from the Heritage Preservation Commission. The task force will work on a plan for four to six months in meetings open to the public. A plan will then be presented to the city council, and if approved, the city will move forward with implementation dependent on money available.

Some items that will likely be looked at by the task force are the placing of murals on open walls, the replacement of lights on the trees on Big Basin Way and the hanging of seasonal banners.

Planning Commissioner Jill Hunter senses a growing optimism in the Village. "I think we have the most beautiful village in California," she said. "Our top priority is keeping the Village historic. You revitalize your downtown by emphasizing the historic nature of the Village."

Hunter said that though she believes the economy of the Village is improving, she doesn't want to see it turn into a Santana Row or another Los Gatos. She said she would like to see signs on Highway 85 guiding people to the "Historic Saratoga Downtown." The Village should take advantage of its scenic location in the foothills of the Santa Cruz Mountains and of its history as one of California's oldest villages, she said.

Brian Berg, of Berg Software Design, agrees that Saratoga should play up its history by creating an image people will remember as distinctly Saratogan. A proposal by Marilyn Marchetti to hang banners with a unique Saratogan design would help to do that, he said. "It's reasonable to be optimistic about what's going on," he said. "There are bright spots and fewer vacancies than before."

Hunter believes there has been too much pessimism in town concerning the Village and sees a bright future ahead. "I envision a picturesque, unique and charming town," she said. "I think that's what the citizens of Saratoga really want."