Fortuna means "fortune". It was originally called Springville because of the many springs on the hills. Later it was named Slide and finally Fortuna by its citizens who felt "fortunate" to have settled here. It is also called "The Friendly City."

Fortuna is a good place to do business. The City is located in Humboldt County on the scenic North Coast and is centrally located between Southern California and the State of Washington. Fortuna is approximately 250 miles north of San Francisco and 400 miles south of Portland, Oregon. Highway access is provided by U.S. 101 to the north and south and Highway 36 or 299 eastward to Redding and Interstate 5. There are 40 trucking firms in the County, and three offer interstate service. The Arcata/Eureka Airport offers daily passenger jet, commuter, and air freight service to Sacramento and San Francisco. The Rohnerville Airport, located in Fortuna, is a County operated airport.

Retail and service sectors of the economy benefit from being located on the scenic North Coast. As an employer, you will find the City's labor force well educated, mature and motivated. You and your employees will benefit from the highly rated school systems , low crime rate, access to outdoor recreation resources, and affordable housing.

The Fortuna Redevelopment Agency can provide certain kinds of incentives for businesses locating or expanding in the redevelopment project area. The Agency and City can also provide certain incentives to job creating businesses through the Community Development Block Grant Program.

The Fortuna Business Improvement District (FBID) is a California non-profit organization that operates under contract with the City of Fortuna to improve the business climate of Fortuna. The District is operated by a seven member Board of Directors made up of business owners and managers representing the various business types and business interests in Fortuna. FBID has a paid program coordinator and employs volunteer help on various projects. The district is funded by an assessment on business licenses issued within the Fortuna City limits and by City matching funds.

FBID sponsors or supports several festivals and events to draw potential customers, either local or tourist, into Fortuna. FBID also conducts coordinated marketing for the business community of Fortuna and is the center for public relations regarding business activities in Fortuna. FBID assists merchant groups in marketing their own coordinated activities and helps technically and hands-on for these events.