The 28-year-old scored 16 times to help the Brewers reach the npower League Two play-offs but he is now a free agent.
Rowett has offered the forward a new deal and hopes his love for the club helps swing his decision.
Rowett told BBC Radio Derby: "I've sat down with Calvin and said 'I'd really, really love to keep you'.
"I think Calvin's heart is at Burton, but if a League Two footballer gets offered a lot more money somewhere else, it's going to be attractive.
"We've provided a platform for Calvin to go and play well enough to maybe have one or two options. That's great. We're doing the job correctly and if players move on, that's brilliant."
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- League Two