HomeMy WebLinkAbout19E - EXHIBIT_2010-2011 ANNUIAL REPORT_11-9-27_ColorThe mission of Downtown Incorporated is to facilitate
shopping, entertainment, business and cultural,
destination for all,
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Now into our 3rd year, Dmmllown 1M. Is comehmotly working hard to imp Downlowr
Santa n T o inission of Downtown 'Intended is to facilitate the enhancement of
ww nt ww ri Santa Ana as vibrant shopping. entertainment, business, oxi cWtura
destination for all We focus on added recur#, improved cle nti
utre ch and devellopment, business attraction,, coordi�nating arn ngst va
downtown entities, r ai son , branding., eves, networking,
Although a cha, v O' , Mown his seventeen now bustnessels as wellas
several,- - COInpleted. New inesses incline Cates Cafe. Chapter Ord,
American Barter Shop,. Elbar Cow. Copper fir, , Yost'Thleater, Camden Restaurant.
Chart Charlms, Piercing, Gales BouOque. Dame Elegante. Cello Studio, Bellem Naturale.
Barberia El C trin, Adam Nelson Photography,, Platinum Ink, Everest College,k +Career
College of CaIiromia Suite 204 M luli hin Company. and Mii loch. New
ejects Included the renovation of' East End and Yost Theater, sixteen live wor1k lofts in
the Fist Village. and a now express carwash on I st/Bush.
Already, om ng one of Orange County's fevonte art walks, the 'Santa Ara First
Saturday Airt,'Walk is expanding to incorporate the entire downtown The Artist Village,
Strgt West End, Fast End Promenade 'renter Square and The Iue Lot are all part
of including the entire oommun y management Istria into a whesivie u"i -cu'It ura i an
expenence. Building on the success of the First Saturday,, a Third Saturday An Walk is
in wit the `rain Depot, Santiago Loft District and Downtown Santa Ana.
Many new projects and blusinesses are planned for the comling, year As we look
forward, we will continue to work hard to improve the Downtown core W h all the
different entities at the table we will strive to work together to make It hater for alt. TIC
future is biright for DowntAmrt and the o
e ntu rn will t i n ue to fur 'the coini year'.
Sincerely,
Ryan Chaw
President
3
Year in Review
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
Downtown Inc has made a difference in the downtown in less than 2 years. This is evidenced in many ways:
• The amount of nightlife continues to grow allowing for an 18 hour downtown.
• 24 hour security provided by American Shield; Community policing partnership with SAPD.
• Special lighting and reporting any lighting (street lights, signage) that are out.
• New businesses willing to invest in the downtown.
• New events; advocacy, insurance and marketing.
• Continued educational opportunities for merchants and property owners.
• Business attraction and retention and structuring a proper commercial mix.
• Expanded marketing programs for businesses; Associate Membership and media campaigns.
• New residents willing to purchase homes and reside in the downtown.
• Advocacy for new businesses through the ""permit to grand opening process ".
• Clean streets with " "on demand" power washing and graffiti removal.
• Planning, zoning and land use issues.
• Innovative ideas such as the Downtown Trolley, Cookies with Santa, Mexican Artisan Village, etc.
• Town Hall Meetings open to everyone.
Community building partnerships: Partnerships with organizations such as the Small Business Development
Center, Santa Ana Chamber of Commerce, KidWorks, Grand Central, Diabetes Association, Historical Society,
California Downtown Association, Santa Ana Merchants Association, Urban Land Institute Gay Neighbors Family
and Friends, Santa Ana Police Foundation, Santa Ana College, Orange County Youth Commission, University of
California at Fullerton, Orange County Courthouse, Downtown Restaurant Association, Com -Link, and many more
Santa Ana non profits, will continue to provide benefits for the downtown.
Effective January 1, 2012 DTI will be faced with modifications to the budget due to modifying the boundaries
in the downtown. To offset this decrease in budget, we will actively pursue sponsorships for many of our
successful events to include the: First Saturday Art walk, Friday Night Summer Concert Series, Mexican
Artisan Village, Under the Stars speaker series, Posse on Broadway, Downtown Trolley and more. We
also are committed to building our Associate Membership with all of our downtown merchants and businesses
actively involved in Downtown Inc.
We will continue working in partnership with the City of Santa Ana on parking, restrooms, trolley service/
streetcars, events, physical enhancements, graffiti abatement connected with an offender program, bylaws
revision, planning and zoning issues, business advocacy and safe /clean programs ensuring that all downtown
property owners continue to benefit from the Community Management District.
There are many ways to get connected: Board Meetings (3rd Thursday), Committee Meetings (posted on
website), Associate Membership for our downtown businesses and Town Hall Meetings. Be part of the process of
revitalization as we work to build a vibrant downtown Santa Ana for all.
Sincerely,
Vicky Baxter
Executive Director
4
PBID History
What is a PBID?
A Property Based Improvement District or PBID is a public - private partnership
in which property owners in a defined area elect to pay an assessment to fund
improvements within a district for a set period of time.
In North America, there are approximately 1,300 PBIDs. The three most
popular types of services are enhanced security, common area maintenance,
and marketing /promotions. Some other PBID accomplishments include the
following:
• Improve sales /occupancy rates, increase community's tax base.
• Develop a stable environment and distinct identity for a business district,
improving competitiveness in region.
• Create a cleaner, safer and more attractive business district.
• Ensure a stable and predictable resource base to fund supplemental
services and programs.
• Provide non - bureaucratic and innovative management of a business
district.
Downtown Incorporated (DTI) is a private, non - profit organization dedicated to
the enhancement and improvement of Santa Ana's central business district.
DTI oversees maintenance, safety and revitalization programs financed by the
Community Management District, a property assessment district originally
established in 2008 through the legal process to July 2009 as the beginning of
operations. The original district is roughly bound by Walnut Street to the South,
Mortimer Street to the East, Civic Center Drive to the North and Flower Street
to the West. The 66 -block district is located within the central business district
C -3, G3 A (Artist Village) zoning area.
5
0 1 OWNTOWN�
DOWNTOWN - SAMTkAMA.CQM
Board Directors
2011/12 Officers
Ryan Chase - President
Joe Duffy - Vice President
Bob Stewart - Past President
Iry Chase - Secretary
Mike Paxton - Treasurer
Davin Gumm - Property Owner
Nathan Hittle - Property Owner
Elise Luckham - Property Owner
Gil Marrero - Property Owner
Carl Middleton - Property Owner
Michael Truong - Property Owner
Raul Yanez - Property Owner
Mike McGee - Academia
Term Expiration
04/2012
04/2014
04/2012
04/2013
04/2012
04/2013
04/2014
04/2012
04/2013
04/2014
04/2013
04/2014
04/2012
Teresa Saldivar - Merchants Representative 04/2012
Dan Bradley - Merchants Representative 04/2012
Dennis Lluy - Resident's Representative 04/2012
Ken Gominsky - Santa Ana Police Commander Standing
Steve Snyder - Santa Ana Fire Department Standing
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Vicky Baxter, Executive Director
Liset Hernandez, Business Manager
Yolanda Lawyer, Member Services /Outreach
Maria Gonzalez, Administrative Assistance
Claudia Lavini, First Saturday Art Walk Manager /Special Projects Intern
0
Financial Statement
Liabilities • Equity
Assessments $ 582, 229.32
Net Income $ 521504.90
[Total Liabilities & Equity $ 634,734.22
FUND ALLOCATION
BY DEPARTMENT
Administration &Operations 12%
Physical Enhancement 5%
Marketing & Promotions 32%
Ambassador Security Program 26%
Cleaning /Maintenance 25%
.s--
-
N w.
e
w r
t t
- w
Administration
& Operations Enl
12%
Maintenance
25%
Marketing &
Ambassado - Promotions
Program 32%
26%
7
Budget approved by BOD 9/15/2011
2011 - 2012 B
Administration
Operations
Marketing
Promotions
Ambassador
Program
Maintenance
Landscaping
Physical
Enhancement
Total
REVENUE
2010 -2011 Assessment Revenue $
................................................. ...............................
571,276.87
.....59
..........................................................................................................................
...............................
$ 571,276.87
Unpaid 2010 -2011 Assessment.
p $
............................. ............................... ............................362
932.47...
..........................................................................................................................
...............................
59 932.47
$ ,
January 012 Assessment Revenue
ry $
.................................... ............................... ............................362
000.00...
..........................................................................................................................
...............................
362 000.00
$ ,
May2012 Assessment Revenue
Y $
....................... .........................1..355
000.00...
..........................................................................................................................
...............................
362 000.00
$ ,
Total Revenue Estimate
(Estimate) $
209.34...
1 355 209.34
$ >
PRIOR OBLIGATIONS
......................................................................................................................
...............................
2010 -2011 Prior
$ 36,038.84
gig
$ 36,038.84
Debt Service ........................................................................................
...............................
$
59,932.47
$ 59,932.47
Total Prior Obligations
$
59,932.47
$ 36,038.84
$
-
-
$ 95,971.31
S ALARIFS /WAGES
Salaries/Wage - Regular F/T
$
37,218.00
$ 95,650.50
$
29,552.75
$
29,552.75
$ 19,183.50
$ 211,157.50
Salaries/Wage - Temporary F/T
$
2,500.00
$ 2,500.00
$ 5,000.00
Salaries- Regular /Temp PT
......................................................................................................................
...............................
$
12,960.00
$ 31,060.00
$ 44,020.00
Contracted Employee .......................................................................................
...............................
$
2,500.00
$ 2,500.00
$
2,500.00
$
2,500.00
$ 2,500.00
$ 12,500.00
Employers Indirect Expense
$ -
Benefits /401K
$
5,725.00
$ 14,565.00
$
4,155.00
$
4,155.00
$ 2,518.00
$ 31,118.00
Employers Taxes
$
3,933.00
$ 9,932.00
$
2,316.00
$
2,316.00
$ 1,503.00
$ 20,000.00
Workers Compensation
$
257.00
$ 662.50
$
162.25
$
162.25
$ 108.00
$ 11352.00
Allowances
$
250.00
$ 250.00
$
250.00
$
250.00
$ 250.00
$ 1,250.00
Total Salaries/Wages
$
65,343.00
$ 157,120.00
$
38,936.00
$
38,936.00
$ 26,062.50
$ 326,397.50 €
FURNITURE, FIXTURE & EQUIPMENT
Office Equipment - Lease
$
1,000.00
$ 4,000.00
$ 5,000.00
Office Equipment/Furniture- Purchase
$
1 500.00
2 000.00
$ �
3 500.00
$ ,
Other Fixtures & Equipment
$
1,000.00
$ 1,000.00
$ 2,000.00
Equipment/Facility Rental
$
1,000.00
$ 3,000.00
$ 4,000.00
Small Tools/Equipment
$
500.00
$ 500.00
$
500.00
$
500.00
$ 500.00
$ 2,500.00
Total Furniture, Fixture & Equipment
$
5,000.00
$ 10,500.00
$
500.00
$
500.00
$ 500.00
$ 17,000.00
S UPPLIFS
Office Supplies
$
1,200.00
$ 1F4, 75000
$
250.00
$
250.00
$ 250.00
$ 31700.00
General Office Supplies
$
500.00
$
500.00
$ 500.00
$ 3,000.00
Fihn /Printing/Copying/Developing
$ 6,000.00
Refreshments(Mectings)
E-000
$
500.00
$
500.00
$ 500.00
$ 2,500.00
Awards/Plaques/Trophies /Gifts
$ 1,200.00
Maintenance of Equipment & Maitn. Supplies
$
500.00
$
1,000.00
$ 2,000.00
Computer Software & Repair
$ 2,000.00
Total S u lies
pp
$
6 300.00
.
$
1 750.00
$
2 250.00
$ 1 250.00
$ 20 400.00
OTHER SERVICES AND CHARGES
OPERATIONS
Office Rent
$
3,600.00
$ 31600.00
$
3,600.00
$
3,600.00
$ 31600.00
$ 18,000.00
Telephones
$
900.00
$ 900.00
$
900.00
$
900.00
$ 900.00
$ 4,500.00
Electricity
$
700.00
$ 700.00
$
700.00
$
700.00
$ 700.00
$ 3,500.00
Security System
$
200.00
$ 200.00
$
200.00
$
200.00
$ 200.00
$ 1,000.00
Payroll Prep Services
$
600.00
$ 600.00
$
600.00
$
600.00
$ 600.00
$ 3,000.00
Internet & Email
$
200.00
$ 200.00
$
200.00
$
200.00
$ 200.00
$ 1,000.00
Parking
$
705.00
$ 487.50
$
487.50
$ 1,680.00
Total Operations
$
6,905.00
$ 6,687.50
$
6,687.50
$
6,200.00
$ 6,200.00
$ 32,680.00
SERVICES
Accounting Services
$
2,360.00
$ 5,959.00
$
1,390.00
$
11390.00
$ 902.00
$ 12,001.00
Consulting Services
$
2,000.00
$ 5,000.00
$ 7,000.00
Insurance - Property, Liability, Fidelity, D &O
$
1,600.00
$ 1,600.00
$
1,600.00
$
11600.00
$ 1,600.00
$ 8,000.00
Graphics /Artistic Design Services
$
1,000.00
$ 3,500.00
$ 41500.00
Photography /Developing/Production
$
500.00
$ 1,500.00
$ 2,000.00
Total Services
$
7,460.00
$ 17,559.00
$
2,990.00
$
2,990.00
$ 2,502.00
$ 33,501.00
MARKETING & PROMOTIONS
Marketing Discretionary
$ 20,000.00
$ 20,000.00
2011 -2012 Artwalks
$ 12,000.00
$ 12,000.00
Art Car Fest
$ 2,500.00
$ 2,500.00
Holiday Decorations
$ 16,000.00
$ 16,000.00
Hysterical Tours
$ 10,000.00
$ 10,000.00
Fiestas Patrias Launch
$ 6,000.00
$ 6,000.00
Website Maintenance
$ 10,000.00
$ 10,000.00
Promotional Items
$ 5,000.00
$ 5,000.00
Total Marketing & Promotions
$
-
$ 81,500.00
$
-
$
-
$ -
$ 81,500.00
MAINTENANCE/LANDS CAPING
Maintenance Program
$
166,200.00
$ 166,200.00
Maintenance Services - Custodial
$
1,200.00
$ 1,200.00
Total Maintenance/Landscaping
$
-
$ -
$
-
$
167,400.00
$ -
$ 167,400.00
OTHER
Conferences/Workshops/Training & Developing
$
500.00
$ 1,000.00
$
500.00
$
500.00
$ 2,500.00
Dues/Membership/Fees
$
1,200.00
$ 1,200.00
$ 2,400.00
Subscriptions, Publications, Books
$
500.00
$ 1,000.00
$ 1,500.00
Postage
$
1,000.00
$ 1,500.00
$ 2,500.00
Meals & Entertainment /Travel Allowance
$
1,200.00
$ 1,200.00
$
600.00
$
600.00
$ 600.00
$ 4,200.00
Advertising/Publicity
$ 5,000.00
$ 5,000.00
Contributions /Support to Other Programs
$
1,000.00
$ 2,000.00
$ 3,000.00
2012 -2013 Reserve Appropriation
$ 377,259.53
$ 377,259.53
Total Other
$
5,400.00
$ 390,159.53
$
1,100.00
$
1,100.00
$ 600.00
$ 398,359.53
SECURITY
Ambassador Program
$
160,000.00
$ 160,000.00
Equipment
$ 3,000.00
$
3,000.00
$ 6,000.00
Total Security
$
-
$ 3,000.00
$
163,000.00
$
-
$ -
$ 166,000.00
PHYSICAL ENHANCEMENT
Strectscap e/Lands cape Furniture, Fixture, & Equipment
....................................................
...............................
$ 8,000.00
$ 8,000.00
Streetscap e/Lands cape Banners/Decor/Lighting
$ 8,000.00
$ 8,000.00
Total Physical Enhancements
$
-
$ -
$
-
$
-
$ 16,000.00
$ 16,000.00
TOTAL
Is
156,340.47
$ 711,414.87
$
214,963.50
$
219,376.00
$ 37,114.50
$ 11355,209.34
SURPLUS /(DEFICrr)
I
$ -
CLEAN &SAFE
• Safety and Security
is, Litter Maintenance
* Power Washing
Security Cart /Two Way Radios
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Two way radios for improved communication down-
town between our security, Santa Ana Police and Fire,
other security companies, PCI parking and business
owners and merchants.
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MERCHANTS ASSOCIATION
RESTAURANT ASSOCIATION
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School Christmas Concert
EVENT: Arts in the City
14
DOWNTOWN DIVAS
Development Classes
15
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EVENT: Art Walk
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EVENT: August — Sidewalk Sale
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EVENT: "Posse on Broadway" Expanded
EVENT: Fiesta Calle Cuatro
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EVENT: Santa Ana Film Fiesta
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EVENT: Cinco De Mayo I
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WWW.DOWNTOWN- SANTAANA.COM
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ECONOMIC IDEVELOPMENT
NEW BUSINESSES: Art Gallaries
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Econom*lc Development
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NEW BUSINESSES: Barber Shops
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Associate Membershi
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0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 N 0 0 MEN MEN MEN MEN MEN NEENEENE
A Regular Member is a property owner in the 66 block Community Management District. All
property owners are encouraged and invited to actively participate in Downtown Inc.
Any other person may apply for Associate Membership in Downtown Incorporated by executing
and filing with the Secretary of Downtown Incorporated an application for membership and making
payment of dues as prescribed from time to time by the Board of Directors.
Benefits of Associate Membership:
Networking opportunities
Local government advocacy
Credibility
Learning opportunities w j I 4, . '�.
A
Discounts
Co-op advertising and website link � `� ' R
Committee participation ' ' �C`�
DTI's media (newsletter, flyers and e-mails)
Partnership with other organizations
DTI began to outreach to downtown businesses with three strategies:
(1) Meeting the businesses on a personal level. This consists of visiting every existing business in the
downtown district and making a formal introduction.
(2) DTI staff became aware of who to contact as well as changes of locations. Staff was then able to maintain
an accurate database.
(3) DTI began a snail mail and email campaign to acquaint businesses with DTI. Bi-monthly Merchant
Meetings are held to inform businesses of upcoming events, opportunities, networking, changes in policy in the
district, and exchange ideas.
Businesses were very responsive and recognized the opportunity.
Associate Membership continues to grow and will be a focus for 2011.
46
Assessment Formula:
Street Frontage Fee + Land Area Fee + Building Area Fee + Parcel Fee
1. Single- family residential uses are set at a rate of 10 cents per square foot of building pad, from one to four units are set at a flat rate of $100 per unit
(includes residential condos).
2. Multi- family residential uses of five or more units are set at 25 percent of respective base assessment rates (apartments).
3. Nonprofit- (501 c3) owned /occupied properties are set at 25 percent of respective base assessment rates.
4. Building areas are capped at a floor area ratio (FAR) of 4.0.
5. Government - owned /occupied properties will not be assessed and will receive no direct services.
6. Residential uses, regardless of the number of units, that are 100 percent project -based rental assistance programs; for example, senior housing and the
like, will not be assessed and will receive no direct services.
7. Mixed -use properties /complexes will generally be assessed based on prorated land -use ratios, using the following guidelines:
Commercial /Office Condos — No Residential Uses (multiple owners)
a. Building area fee at full building area fee rate (structured parking area excluded).
b. Land area fee at full land area fee rate but prorated for each unit based on ratio of unit building area to total building area.
c. Frontage fee at full frontage rate but prorated for each unit based on ratio of unit building area to total building area.
Mixed -Use Rental: Ground -Floor Commercial and Upper -Floor Residential (single owner)
a. Building area fee at full rate for commercial area and 25 percent commercial rate for residential area (structured parking area excluded).
b. Land area fee at full land area fee rate.
c. Frontage fee at full frontage rate.
Mixed -Use Condos: Ground -Floor Commercial and Upper -Floor Residential (multiple owners)
a. Building area fee at full rate for commercial pad areas and 10 cents per square foot of building pad area, per residential condo unit (structured parking
area excluded).
b. Land area fee at full land area fee rate for commercial pad footprint.
c. Frontage fee at full frontage rate for commercial units (ground floor direct frontage).
d. Live -work condo units where there is a clear and legally defined distinction between work space and living space will be assessed using a combination of
a, b, and c above.
Street Frontage Fee is calculated by multiplying the linear feet of street frontage of a parcel by the Street Frontage Rate ($6 per linear foot).
Land Area Fee is calculated by multiplying the square footage of the parcel by the Land Area Rate (10 cents per square foot)
Building Area Fee is calculated by multiplying the square footage of a structure, as derived from its gross exterior dimensions, by the Building Area Rate
(15 cents per square foot).
Flat Parcel Fee — each individual Assessor's Parcel is assessed the Flat Parcel Rate ($425).
Street Frontage Rate
Land Area Rate
Building Area Rate
Flat Parcel Rate
$6.00 per linear foot
10¢ per square foot
15¢ per square foot
$425 per parcel
47
Downtown Santa Ana
What's next?
This past year has been full of significant accomplishments
and hard work. Downtown Inc's, Board of Directors and
staff have been dedicated to enhancing and refining exist-
ing assessment and programming. With the local econo-
my showing signs of improvement, DTI remains focused
on creating a strong foundation for a vibrant Downtown
community.
In January 2012, we will have a significant reduction in
funding as our boundary modification voted on in 2011 will
be in place. The focus will be in our Downtown core. We
will continue to provide the enhanced level of services in
safety, maintenance, physical enhancements and market-
ing, and work with the City and District Stakeholders to
keep Downtown Santa Ana a thriving urban community.
These are the steps we will put in place to accomplish
our goals:
District Issues - Retail.
It is the desire of the DTI Board of Directors to insure that measurements of success are part of the decision making in the
CMD. Outreach will include. surveys and evaluations to property owners, merchants and visitors, regular Town Hall
Meetings, and a Merchants Council with committee leadership to include a broad spectrum of stakeholders. Upon the
request from merchants, property owners, or residents within Downtown, we will advocate and implement additional
measures of service(s) in Downtown. With regular feedback from our retailers, DTI will conduct strategic marketing and
advertising to benefit the area with cooperative advertising campaigns that attract residents, customers, and visitors to
Downtown and reinforces the authenticity that the district is a thriving urban community.
Identify and market vacancies in the downtown.
Compile a database of space inventory.
Working with our property owners, we will assist in tenant recruitment and marketing their properties representing all
properties in the Community Management District.
i -- i
Oversee implementation of the parking strategy in partnership with City staff. Collaborate with the City and our
stakeholders in developing the long -term parking and circulation strategy for Downtown. Provide input and assist in
implementation of the parking and circulation elements that will be developed as part of the Downtown Parking Plan.
Develop /initiate incentive programs.
The City and DTI can work to identify appropriate incentives (examples. interior fit -out, low initial rents, and tenant
allowances), that can be used to attract successful tenants Downtown. This will be especially important for the first wave
of leases as we seek to build Downtown's upward momentum.
Beautifying 4t" Street with physical enhancements.
This may include working with corporate sponsors for hanging flower pots on the street lamps or the lighting of trees along
the street. Focus on key corners or gateways into downtown.
Downtown Offender Program.
Strategies for improving the quality of life in Downtown include an Offender Program. This entails chronic offenders
arrested within the Downtown and collaborative efforts with SAPD, social services and community partners to mitigate
nuisance activity.
Nightlife.
As the Downtown evening entertainment scene increases in popularity, Downtown Inc. is committed to maintaining a safe
and vibrant nightlife regarding dangerous or problematic patrons. Downtown Inc. coordinates with SAPD, SAFD, Private
Security companies, American Shield, Parking Concepts Inc., business owners, managers, and property owners to
collaborate on safety measures. Measures include a radio alert system, security vehicles, along with community policing
programs. New technologies will be evaluated for level of merit, best practices and success.
48
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