The city of Ivanec is located between valley of the Bednja River and Mt. Ivanščica and this area can be prone to significant seismic site amplification due to local site characteristics. This study presents the first assessment of seismic site amplification for the city of Ivanec by the microtremor horizontal-to-vertical-spectral-ratio (HVSR) method and the equivalent-linear (EQL) site response analysis. Based on microtremor measurements and HVSR analysis, fundamental soil frequency and HVSR peak amplitude maps indicate potentially seismic danger zones. The 1-D EQL site response analysis was performed using multiple suites of earthquake ground motions scaled to the 95-and 475-year return periods of peak ground accelerations. Site amplification maps at the predominant peak frequency and ground surface indicate two microzones, one with high amplification in the central part of the city due to soft soil characteristics, and the other with small amplification in the transitional zone from alluvial basin towards the foothills of Mt. Ivanščica. HVSR peak amplitudes and site response peak amplifications showed similar spatial distributions with similar predominant peak frequencies but with different amplitude levels. Site amplification maps provided significant information about potential resonance effects for structures of certain heights that can be correlated with the local ground shaking characteristics.