What two simple words are challenging conventional wisdom and unleashing new possibilities in Urbandale? Just ask the new director of community development.

“My preferred approach is to ask, ‘What if?’” said Rose Schroder, who joined the City of Urbandale in January 2026. “Even if we’ve done things a certain way, or we can’t change a process entirely, we can re-think what is possible.” 

This bold, creative mindset is reflected is reflected in the city’s “Forward Urbandale” comprehensive plan, but what does that look like in real life? Take the city’s Downtown Master Plan. Convenient parking is a big part of transforming downtown Urbandale into a revitalized destination with housing, commercial and retail space. 

“As we re-think parking, we have to take set-back distances from property lines into consideration,” Schroder said. “But could we reduce some of these requirements, for example? That’s where the ‘what if’ questions come in.” 

Embracing collaboration, efficiency  

Schroder draws on a wealth of experience when it comes to effective regulatory compliance. Before joining the City of Urbandale, she served as Johnston’s community development director. She has also worked in planning management roles for Council Bluffs and Pleasant Hill. 

“Urbandale has the opportunity to do a mix of interesting things, from the development of the city’s core to growth in the western regions of the city,” Schroder said.  

While city leaders guide Urbandale’s overall vision for the future, Schroder and her 13-member team ensure that building codes and other regulations are met within this context, while staying nimble. “We interact directly with property owners on the permitting side when they want to install a fence or make some other change,” Schroder said. “We work hard to provide timely responses.”

Long before the COVID-19 pandemic, the city began digitizing documents to allow for faster access to information internally. To boost efficiency, the city provides a convenient, online portal where people can apply for a permit. “You can see where your application is in the process,” Schroder said. “This increases transparency.” 

Throughout the year, Schroder and her team work closely with economic development specialists, developers, builders and other professionals to ensure that Urbandale remains a safe, vibrant, growing community. “There’s a strong spirit of collaboration. Urbandale embraces a willingness to listen, think creatively and give everyone a role in accomplishing goals and keeping the momentum going.” 

“Rose brings deep expertise and a collaborative, solutions-oriented leadership style. Her approach emphasizes communication, customer service, and strong working relationships so all stakeholders understand our processes and expectations.”

– City Manager David Jones