REQUEST FOR

COUNCIL ACTION

CITY COUNCIL MEETING DATE:

NOVEMBER 20, 2018

TITLE:

DOWNTOWN SANTA ANA BUSINESSIMPROVEMENT DISTRICT — INTENT TOLEVY ASSESSMENT FOR 2019STRATEGIC PLAN NO. 3, 4F)

TY MANAGER

RECOMMENDED ACTION

CLERK OF COUNCIL USE ONLY:

APPROVED

As Recommended

As Amended

Ordinance on 1s' ReadingOrdinance on 2"d ReadingImplementing ResolutionSet Public Hearing For

CONTINUED TO

FILE NUMBER

Approve the 2019 Assessment Report for the Downtown Santa Ana BusinessImprovement District ( BID), which is administered by two organizations - the Santa AnaBusiness Council and Downtown Incorporated.

2. Adopt a resolution of intention to levy an annual business license tax assessment for the2019 calendar year and establish a time and place for a public hearing to be held by theCity Council on December 18, 2018 to hear and consider all protests.

COMMUNITY REDEVELOPMENT AND HOUSING COMMISSION RECOMMENDATION

At its meeting on October 24, 2018, by a vote of 6:0, the Community Redevelopment andHousing Commission approved the following:

1. Recommend that City Council approve the 2018 Assessment Report for the DowntownSanta Ana Business Improvement District ( BID), which is administered by two

organizations, the Santa Ana Business Council and Downtown Incorporated.

2. Recommend that City Council direct the Executive Director of the CommunityDevelopment Agency to file the 2018 Business Improvement District Assessment Reportwith the Clerk of the Council for City Council approval or modification.

BACKGROUND

On February 6, 1984, the City Council adopted Ordinance No. NS -1715 pursuant to state law, creating a Business Improvement District ( BID) in Downtown Santa Ana. The BID wasestablished as a means of providing the Downtown business community with the funding topromote events and create promotional materials, increase the security presence, enhancemaintenance of the downtown shopping corridors, and implement streetscape improvements to

12A- 1

Downtown Business Improvement District—

Intent to Levy Assessment for 2019November 20, 2018

Page 2

the area. The BID is funded through an additional charge on the business license tax for thosebusinesses within the BID boundary.

On October 6, 2003, the City Council appointed the Community Redevelopment and HousingCommission ( CRHC) as the Downtown Santa Ana Business Improvement District AdvisoryBoard. As the BID Advisory Board, the CRHC is responsible for making recommendations to theCity Council on the expenditure of revenues derived from the levy of assessments, on theclassification of businesses, as applicable, and on the method and basis of levying theassessments, including the annual budget.

DISCUSSION

The 2019 Assessment Report contains the basis and method of levying the assessment, estimated activities and budgets from the two business associations - the Santa Ana BusinessCouncil and Downtown Inc., and a map of the BID boundaries ( Exhibit 1). The AssessmentReport presented for consideration and recommended for approval has been reviewed and wasdetermined to meet state law requirements. After approval of the report, the next course of actionis to conduct a public hearing where downtown merchants can vote in favor or against the BIDrenewal. The Public Hearing is scheduled for December 18, 2018.

Terms

The City Council activated the current BID on July 1, 2013. To administer the activities of the BID, the City executed operating agreements with Downtown Inc. and the Santa Ana BusinessCouncil in an effort to address the needs of the two business associations. These agreementscontain provisions to ensure proper administration and distribution of funds such as the annualbudget, financial record keeping, fund distribution, board composition and meeting requirements. The Agreements are renewed automatically in one year renewal terms, unless either party givesat least two months' notice of termination, or if the BID is not approved in any given year.

Each organization receives approximately $ 100,000 ( collected from the business license tax fee) per calendar year (January through December) and may carry over unspent funds into the nextyear. If the BID is successfully renewed, each organization will receive an additional allocation ofapproximately $ 100, 000 in 2019. In FY2017- 18, the BID, through the efforts of Downtown Inc. and the Santa Ana Business Council, accomplished several successful events and promotionsthat drew thousands of visitors to Downtown Santa Ana. These events and promotions included: First Saturday Artwalk, Savor Santa Ana, Boca De Oro Literary Festival, Santa Ana MediaSummit, Outdoor Cinnema Series, Santa Ana Sidewalk Sales ( monthly), and the DowntownSanta Ana newsletter. Both organizations also maintain social media accounts with over 60,000active followers.

STRATEGIC PLAN ALIGNMENT

Approval of this item allows the City to meet Goal # 3 ( Economic Development), Objective 4Continue to pursue objectives that shape downtown Santa Ana into a thriving, culturally diverse,

12A-2

Downtown Business Improvement District — Intent to Levy Assessment for 2019November 20, 2018

Page 3

shopping, dining, and entertainment destination), Strategy F ( Partner with downtown businessand merchant associations to program events that showcase restaurants, shopping andentertainment venues).

FISCAL IMPACT

There is no direct fiscal impact associated with this action. The City collects the BID revenue frombusinesses within the BID boundary and distributes funding to each organization, in accordancewith approved operating agreements. Revenues will be deposited equally in the BID Trust andAgency Fund for Downtown Inc. and Santa Ana Business Council in account ( nos. 09301001- 24036 and 09301001- 24043) respectively, and distributions to each organization will be madefrom the same accounts.

Steven A. Mendoza

Executive Director

Community Development Agency

APPROVED AS TO FUNDS AND ACCOUNTS:

Kathryn Dowhs, CPA

Executive Director W

Finance and Management Services Agency

Exhibits: 1. 2019 Assessment Reporta) Attachment A - Business Improvement District Boundaryb) Attachment B - 2019 Annual Assessment Formulac) Attachment C - Proposed Budget Summary

2. Resolution3. Downtown Annual Report

12A-3

12A-4

EXHIBIT 1

DOWNTOWN SANTA ANA BUSINESS IMPROVEMENT DISTRICT

2019 ASSESSMENT REPORT

Background

On February 6, 1984, the City Council adopted Ordinance No. NS -1715 pursuant to Section 36500, etseq., of the 1979 State of California Streets and Highways Code, creating a Business ImprovementDistrict ( BID) in Downtown Santa Ana. On October 6, 2003, the City Council appointed the CommunityRedevelopment and Housing Commission ( CRHC) as the Downtown Santa Ana BusinessImprovement District Advisory Board. As the BID Advisory Board, the CRHC is responsible for makingrecommendations to the City Council on the expenditure of revenues derived from the levy ofassessments, on the classification of businesses, as applicable, and on the method and basis of

levying the assessments ( including the annual budget).

The BID was established as a means of providing the Downtown business community with the fundingto promote the Downtown through events and advertising pieces; funding to increase security andenhance the overall aesthetics of the area; and also to maintain the downtown shopping corridors.

Improvement Area Boundaries

The geographic boundaries of the district remain unchanged from the original 1984 area, and theyinclude over 600 retail, service, and professional members ( see Attachment A).

Assessment Formula

The formula for the BID tax levy also remains unchanged from the original 1984 ordinance and isbased on the category and/ or sales volumes of the business ( see Attachment B).

2019 Budget Plan

Based on the feedback from the two Associations, Downtown Inc. and the Santa Ana Business

Council, the 2019 BID Budget focuses on the continuation of promotions and marketing of the BID. Some of the promotion and marketing will be focused on Downtown events and advertising pieces, which are all designed to enhance the overall aesthetics of the area and also to maintain the downtown

shopping corridors. Detailed breakdowns of the two groups' budgets are attached ( Attachment C). Theassessments from the 2019 BID are estimated at $200, 000 to be split evenly by Downtown Inc. and theSanta Ana Business Council— the two business groups that have spearheaded this BID process. Anyremaining funds from the previous year will be incorporated into a reserve fund for the groups' 2019budgets. This reserve funding may be used for additional events and promotions throughout the year.

In 2019, the two representative business associations are proposing to host and/or sponsor a variety ofcommunity events and promotions, including:

Artwalk ( 12x)

Sidewalk Sales ( 12x)

Boca de Oro: OC Arts and Literature Festival

Historic Street Breakfast 150 YearsFree Outdoor Film Screenings

Media Summit

Annual Forum

Savor Santa Ana

Art Round Table

Downtown Spirit Awards

Caged Chameleon Events

Black Friday/ Small Business SaturdaySoundwave Festival

Bridal Expo

Downtown Neighborhood Mixers

Celebrating Santa Ana History EventFestival of Lights

Patchwork

Flashmob Contests

Weekly live music on Calle Cuatro

Other programming for the associations will include ongoing social media marketing, funding for theDowntown Restaurant Association, Bridal Association, Art Association, Professional InternshipPrograms, downtown stakeholder meetings, holiday promotions, website development andmaintenance, and ongoing support for small businesses.

12A-5

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ATTACHMENT A

BUSINESS IMPROVEMENT DISTRICT BOUNDARY

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12A-6

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ATTACHMENT B

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The following businesses located within the boundaries of the Business Improvement District (BID), classified under City Ordinance NS 1690 as Amusement Services, Pawnbrokers, Service Station andClassification A, including, but not limited to Retail Sale of Goods, Hotel and Motels, Theaters andFood Establishments, shall pay an amount equal to one and one- half times their annual businesslicense fee.

Businesses classified as Commercial Rental Property, Rental Property, Residential and RoomingHouse shall pay an amount equal to one-quarter times their annual business license fee.

All other businesses, including Professions, Trades and Services within the boundaries of the proposedBusiness District, shall pay an amount equal to their annual business license fee.

Once the assessment formula is established, it cannot be changed without written notice to all

businesses within the boundaries of the proposed Business Improvement District and a public hearingheld by the City of Santa Ana.

12A-7

ATTACHMENT C

DOWNTOWN BUSINESS IMPROVEMENT DISTRICT

PROPOSED BUDGETS SUMMARY

2019

OPERATING FUND

REVENUE

2019 BID Assessments— Projected

Prior Year Carry Forward (Estimated)

TOTALREVENUE

Downtown Inc. (DTI)

Tax Revenue

200,000

0

200,000

Assessment $ 100,000

Tax Expenses

Personnel Cost 42,500

Director, Administrative Support

Contractors/ Professional Services 15, 000

Event Producers, Program Coordinators, Production Staff

Meetings/ Stakeholders Groups/ Trainings 7, 500

Restaurant Assoc., Arts Meetings, staff and Stakeholders Development

Marketing/ Promotions/ Events 15, 000

Maps, Guides, Savor Santa Ana, Artwork

Communication 12, 500

Newsletter, Social Media, Translation, Design, Videos, Photos

Office/ Operation/ Technology 7, 500

Office Supplies, Web Hosting, Subscription Technology/ Software

DTI TOTAL EXPENDITURES ( 2019) $ 100,000

12A-8

Santa Ana Business Council (SABC)

Tax Revenue

Assessment $ 100,000

Tax Expenses

Administration/ Personnel Cost $ 37,000

Education, PR & Communication Consulting, Insurance, Accounting

Contractors/ Professional Services/ Sponsorships $ 21,454

General Labor, Sub -Contract Services

Meetings/ Stakeholders Groups/ Trainings $ 8, 500

Media Summit, Downtown Open Forum, Bi -Weekly Meetings, Other

Marketing/ Promotions/ Events $ 10,500

Music, Entertainment, Contract Services, Contests, Collaborative Events

Communication $ 18,200

Newsletter, Social Media, Translation, Design, Videos, Photos, Postcards, Flyers, T -Shirts

Office/ Operation/ Technology $ 4,346

Office Supplies, Web Hosting, Subscription Technology/ Software

SABC TOTAL EXPENDITURES ( 2019) 100,000

TOTAL BID EXPENDITURES $ 200,000

12A-9

12A- 10

EXHIBIT 2

ROH —11/ 20/ 18

RESOLUTION NO. 2018-

A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF

SANTA ANA DECLARING ITS INTENTION TO LEVY ANASSESSMENT FOR THE DOWNTOWN SANTA ANA

BUSINESS IMPROVEMENT DISTRICT FOR THE YEAR2019

BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF SANTA ANA ASFOLLOWS:

Section 1. The City Council of the City of Santa Ana hereby, finds, determines anddeclares as follows:

A. By Ordinance No. NS -1715, adopted February 6, 1984, the City Council of theCity of Santa Ana established the Downtown Santa Ana Business Improvement Areapursuant to sections 36500 et seq. of the California Streets and Highways Code; and

B. As provided in Ordinance No. NS -1715, the City Council is authorized to levy anassessment in the following amounts for the improvements and activities of the DowntownSanta Ana Business Improvement Area:

a) For amusement services, pawnbrokers; service stations, retail sales ofgoods, hotels, motels, theaters, food establishments: an assessment in an

amount equal to one and one-half (1. 5) the annual business license fee.

b) For commercial and residential rental property: an assessment in anamount equal to one-fourth (0.25) the annual business license fee.

c) For all other businesses: an assessment in an amount equal to theannual business fee.

Section 2. The improvements and activities for which the assessment revenues

may be used in the Downtown Santa Ana Business Improvement District pursuant toOrdinance No. NS -1715 are as follows:

a) Decoration of any public place.

b) Promotion of public events.

Resolution No. 2018 -XXXPage 1 of 3

12A- 11

c) Furnishing of music in any public place.

d) The general promotion of business activities.

Section 3. The Downtown Santa Ana Business Improvement District is located asshown on Attachment A, attached hereto and incorporated herein.

Section 4. An assessment report is on file with the Clerk of the Council to whichreference may be made for a full and detailed description of the improvements andactivities to be provided for the year 2019, the boundaries of the area, and the proposedassessments to be levied upon the businesses within the area for the year 2019.

Section 5. A public hearing shall be held by the City Council at the City CouncilChambers, 22 Civic Center Plaza, Santa Ana, California at its regular meeting ofDecember 18, 2018, at 5:45 p.m., or as soon thereafter as the matter may be heard, forthe purpose of determining whether to impose the above said assessment for the year2019 for the improvements and activities described in the report.

Section 6. At the public hearing, written and oral protests may be made inaccordance with sections 36524 and 36525 of the California Streets and Highways Code. A protest may be made orally or in writing by any interested person. Any protestpertaining to the regularity or sufficiency of the proceedings shall be in writing and shallclearly set forth the irregularity or defect to which the objection is made. Every writtenprotest shall be filed with the Clerk of the Council at or before the time fixed for the publichearing. Each written protest shall contain a description of the business in which theperson subscribing the protest is interested sufficient to identify the business and, if aperson subscribing is not shown on the offlcial records of the city as the owner of thebusiness, the protest shall contain or be accompanied by written evidence that the personsubscribing is the owner of the business. A written protest which does not comply with thissection shall not be counted in determining a majority protest,

Section 7. This Resolution shall take effect immediately upon its adoption by theCity Council, and the Clerk of the Council shall attest to and certify the vote adoptingthis Resolution.

Resolution No. 2018 -XXX

Page 2 of 3

12A- 12

ADOPTED this day of , 2018.

Miguel A. Pulido

Mayor

APPROVED AS TO FORM:

Sonia " arvalho, City Attorney

Attorney

AYES: Councilmembers

NOES: Councilmembers

ABSTAIN: Councilmembers

NOT PRESENT: Councilmembers

CERTIFICATE OF ATTESTATION AND ORIGINALITY

I, MARIA D. HUIZAR, Clerk of the Council, do hereby attest to and certify the attachedResolution No. 2018 -XXX to be the original resolution adopted by the City Council of theCity of Santa Ana on

Date:

Clerk of the Council

City of Santa Ana

12A- 13

Resolution No. 2018 -XXX

Page 3 of 3

12A- 14

MW l , Lr

EXHIBIT 3

Downtown

Santa Ana

Downtown Business

Improvement District

201712018 DOWNTOWN REPORT

Downtown Inc.

Santa Ana

Business Council

Introduction by Ryan SmolarDowntown Inc. Lead Consultant

When I look back at 2017, I see a busy yearspent bringing downtown together for greatmeetings, amazing events and sharedexperiences.

In 2017, we doubled the number ofopportunities to meet -up and spend timetogether to strengthen an inclusive

downtown vision that is powered bycomradery and collaboration across manyinterest groups and industries.

We tackled important issues together like

transportation and planning with ourPizza with a Planner" and "Walk Audit"

and we even collectively re-desiginedpublic space through a national arts grant

and our first downtown "Place Game."

We gave downtown businesses and

initiatiors opportunities to speak to each

other and share information at our open

format "Downtown Open Forum," monthlyCaged Chameleon Arts Lunches and at

various meet -ups and mixers like Dino

Perez's " Coloring with the Community."

We spent time this year building ourcommunity's capacity to communicate byhosting the Santa Ana Media Summit whilewe maintained our shared communications

network of 60,00o social media followers,

weekly newsletters, fliering, printing, mapmaking and door-to-door visits.

We ran awesome culture and food events

including DTSA Artwalk and Savor SantaAna and we brought the show on the roadwith Santa Ana Restaurant Week which

connected downtown more deeply withother parts of the city.

We saw our great partnerships with the

City of Santa Ana and Santa Ana UnifiedSchool District expand: partnering with theCity of Santa Ana constantly on both ourand their initiatives and working with theschool district on countless events from the

XQ Challenge" to the "School of ChoiceFaire." We also received more grants and

sponsorships than ever before with new

partners including the the Santa AnaChamber of Commerce EDC and National

Endowment for the Arts.

When I look forward to 2018, I see our

focus continue on our key objectives: 1) Tocontinue to facilitate bringing people, affinity groups and whole sectors together, 2) to get neighbors, business clusters and

small teams collaborating on big visionsthrough quick and ready implementations, and 3) to keep the parts of downtownconnected and working together throughcommunication and building relationshipsacross all disciplines and geographies.

Ryan, Smelali

Ryan Smolar

Lead Consultant, Downtown Inc.

12A- 17

Downtown Santa Ana 2017

2017 was a big year! Image Caption: (Left) Mayor Pro Tem Michele

M. M..'..' a. rhaf 1 d. of 1 M. t

Santa Ana Restaurant Week awards. (Above)

We reached our big goals set for 2017 for the Volunteers at Savor Santa Ana 2017 celebrate

downtown district: another successful downtown -wide event.

1. Establish parking revenue oversight 3. Increase communication & shared

culture

We are working closely with the City of Santa Anato manage new parking revenues and ensurefunds are used to benefit the downtown district.

2. Lead the development of a creative

economy

We doubled our number of meet -ups and events

and continued our social media, weekly

newsletter, fliering and door-to- door visits.

4. Work closely with the community

We are connecting local creatives through our Downtown reached out further than ever,

Caged Chameleon arts lunch, SantaAnaArts.org working with every single council district towebsite and our support of the DTSAArtwalk. connect business and residents across our city.

12A- 19

4

Downtown Inc.

PRESIDENT

Ryan Chase

BOARD

Tish Leon

Dennis Dascanio

Mike Weisman

Jon Gothold

Eddie Quillares

Logan Crow

Mike McGee (Ex -officio)

John Chen

Yvonne Flores

Sarah Mosqueda

Noel Aguirre

Mike Paxton

Lamson Nguyen

STAFF & CONTRACTORS

Lead Consultant Ryan Smolar

Operations Manager Jose Romo

Artwalk Coordinator Yenny BernalSocial Media Consultant Robert Gutierrez

Event Producer Rachel Potucek

MISSION

The mission of Downtown Incorporated is to

facilitate the enhancement of Downtown Santa

Ana as a vibrant shopping, entertainment, businessand cultural destination for all.

HOW TO REACH US

MAIN OFFICE

200 N Main Street, Santa Ana, CA 92701

PHONE NUMBER

714-574-6100

WEBSITE

www.downtown-santaana.com

Manyphotos in this document are by Brian Feinzimer

12A-20

Santa Ana

Business

Couneil

PRESIDENT

Raul Yanez

BOARD

Arturo Lomeli

Claudia Arellanes

Bobby RookerArturo Arellanes

Sonya GaraySam Romero

Won Cha

STAFF & CONTRACTORS

Lead Consultant Madeleine Spencer

Communications Lead Claudia Naffa

Communications Maricela Vela

MISSION

The mission of Santa Ana Business Council is to serve

businesses and community.

HOW TO REACH US

MAIN OFFICE

400 E 4th Street, Santa Ana, CA 92701

PHONE NUMBER

714-973-2000

WEBSITE

www.santaanabusinesscouncil.com

www.callecuatromarketplace.com

12A-21

b7

Key BID Activities

RYAN SMOLAR, MADELEINE SPENCER & JOSE ROMO

SUPPORTING THE SANTA ANA COLLEGE PROMISE

BREAKFAST AT SANTA ANA HIGH SCHOOL

Events & PromotionWe produce on-going events like the

Pg' DTSA FSrst Saturday Artwalk, SidewalkSales and Savor Santa Ana, and support

third -party events with logistics andconnecting them to our stakeholders.

Clean & Safe

Pg. Jj0 We help manage and promotedowntown' s Clean & Safe operations

including re-routing services whennecessary and helping activate thestreets to keep them safe.

Marketing & Communication

JS /jj We are building and maintaining apg. g l ii strong internal and externalcommunication network for downtown.

Meetings & ConveningsWe attend meetings to represent our 796

Pgstakeholders and we host stakeholder

group meetings to gather input on thework we should be doing. One of thestrongest groups we manage is the DTSA

Restaurant Association.

Il Downtown in 2018

Pg' We have big plans to lead in beingfacilitators of a vibrant downtown

77 aa Helping Our StakeholdersPg. R2 We are a nimble nexus between

downtown businesses, the city, community, institutions, media andprivate sector collaborators.

12A-22

TASTE OF SUMMER

MIXER AT CIVIC CENTER PLAZA TOWERS

AIndhidnal commitment

to a "]• oup effort--thatiswhatmakes a team %vork, a

company work, a society

work, a civilization work.

Downtown BID by the Numbers5®

Restaurants in

Savor Santa AnaDowntown' s biggest

restaurant event grew to

50 restaurants

participating includingtwo food halls!

12Artwalks

We produce an amazingdowntown -wide Artwalk

every month incoordination with scores

of galleries, artists and

performance groups and

restaurants and bars.

S25D 000Grants

We wrote and received

25, 000 in grants for free

public art performances

and community projects.

4,

CommunityPolice

Our parking revenueagreement with the Citycreated four community - oriented police officers

who have made a

difference downtown.

9

Wings of the CityStatues

We worked closely withthe City of Santa Ana andthe Consulate of Mexico

to launch the Wings of the

City statues.

200% Non -Assessment

RevenueBetween grants, ticket

sales and sponsorships,

our groups were able to

earn nearly $100, 000 innew revenue beyond the

assessment tax to operate

the downtown BID.

04Blocks CleanedThe Downtown Clean &

Safe contract cleaned upgraffiti and trash,

reported issues to the

City and power washeddowntown's most

traversed streets

regularly.

Video Views

received by SAUSD danceteams who competed to

win the Calle Cuatro

Downtown Spirit Award"

150

WeeklyNewsletters

We've been sending outdowntown news,

resources and events for

over 3 years.

109Artists IndexedWe've built an Arts &

Culture Registry forSanta Ana to make sure

local artists can be found

and to ensure Santa Ana

stays a creative hub.

General Downtown Figures

796Downtown

Businesses

Pay into the DowntownBID when they pay theirannual business license

fee to the City.

99Historic

BuildingsDowntown is an

architectural treasure

trove of historic buildings

from the 1890's -1930' s

24..7Downtown AcresThe Downtown Historic

Santa Ana District is

nearly 25 acres centeredaround 4th/Main St.

12A-23

1984Year BID

Establishedto promote the

Downtown through

events and advertising

pieces; funding toincrease security andenhance the overall

aesthetics of the area;

and also to maintain the

downtown shoppingcorridors."

2.5 MillionXQ ChallengeSABC partnered with

SAUSD and won a biggrant to " reinvent high

school" here by usingdowntown as part of the

school experience.

Marketing & CommunicationWe share content and create collaborations across DTSA

I,

W1 CflHHS& SAUCE Is: DuNFEN FRIES

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In 2017, Downtown 5. Marketing campaign bitsSanta Ana continued like the SABC' s " Spirit

our extensive marketing Awards" attracted a half - and communications million views,

program including: 6. Our Santa Ana Media

IVe.)rr: rint:r/! r 1. Social media channels Summit attracted. over 200for our, brands grew to locals, to learn how to

PO/IIrSC II1fC!'na/ 60, 000 followers. market,and communicate

ay e[ ter ind with the press..

conrruunication2. We' ve written 150

weeklynewsletters. 7. We created new websites141- dowilown like SantaAnaArts.o g,

ever;ydaVorthe 3. We increased the SantaAnaRestaurantWeek. DTSA neighbors on corn, StartupSantaAna.orgNextdoor.com by 250%. andDTSAArtwalk.org to

showcase great things

d. We doubled our happening in food, culturenumber ofmeet -ups to and art.

talk about everythingfrom planning to wallyaudits of the street.

k

j, .ia r L ,: [ p r I , a

Wursthaus has been

the most popular

restaurant at Savor

Santa Ana 2016 and

2017- Between both

years they saw over1,100 new customers

go through their door

at the events.

12A-25

Our downtown events are a major driver of

1 downtown awareness, especially SavorSanta Ana which features 50 restaurants.

We collaborated with photographer Brian

2+ Feinzimer to create a library of images as amarketing tool for us, our businesses andthird parties (like media and publications).

Our social media grew from 50,000 to

p3 60,000 followers Including both BID groups' Instagram/ Facebook/ Twitter accounts

4We provided food samples at manycommunity events so residents can tasteand learn about downtown across our

community.

5 We received $ 25,000 In grants to work withlocal artists to create a vibrant downtown.

Our downtown weekly newsletter serves up6 5-10 local news stories, opportunities, photo

galleries and resources to our businesses,

partners, supporters and customers. We also

post the newsletter on Nextdooccom and

Facebook.

Cle1.2

ani

We help keep downtown cleanand safe' by coknecting services, stakeholders and the ity,

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DTSA Artwalk* - Every first Saturday of the monthSidewalk. Sale - Every third weekend of the month

DTSA Farmers' Market* - Every SundayCaged Chameleon Arts Lunches • Monthly Arts Mixer

Matinee and Outdoor Cinema Series • Film events throughout the year

DTSA Walk Audit • JanuaryColoring with the Community - JanuaryArtwalk Talk! Open Meeting - JanuaryGuanabana & Grants - January

Pizza with a Planner - JanuaryMeetup at the Market - JanuaryTreeversation - March

Hola Language Hour - March

Boca de Oro Literature Fest*- March

Fiesta on 5th Street - April

Jane' s Walk DTSA - April

Cinco de Mayo (Saturday)* • May

Santa Ana's 131st Birthday Party • JuneHack for Health* • June

Santa Ana Media Summit* - JulyDowntown Busking Challenge JulyDowntown Open Forum* - August

Coding with the Community* - AugustDowntown Spirit Awards - Early SummerSavor Santa Ana* - September

Santa Ana Restaurant Week* - September

Wings of the City Launch* - OctoberWard 2 Forum with Connect -to -Council* • October

Place Game: 5th & Broadway - November

City ofSanta Ana Partnership

Downtowns First Saturday Artwalk is the1. heartbeat of the city. We. have. grown the

event leaps and houndsAhanks to our team,

new resources, and more collaborations..

We. builtstrong relationships with online2 influencers, local bloggers and media who

we work with to help spread the word.

We.. hire local artists and talent. who the

3ycommunity are excited to come see.

Strong partnerships with SAUSD and SACbrought.student performances to Artwalk,

Savor Santa Ana and for Wings ofthe. City.

The.Buskers Challenge connected local

5 musicians with the downtown district.

We had over 100 volunteers help us withG Savor Santa Ana, many of them local youth

through the school district and library.

Helping OurStakeholdersWe nurture and connect ourstakeholders to thrive through

customer service and community

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Meetings & Convenings

Representing our 796 businesses requires we convene with them often to

distribute updates, share bestpractices, and gather ideas and input

it

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9

There are, hundreds of

groups, organizations

and individuals

affecting downtownevery day. We host; and, attend a myriad of

meetings to improve, connect and collaborate.

Our meetings typicallyfall into one of a fewcategories:

Two -Way InformationMeetings

We host on-goingmeetings with DTSArestaurants, Calle

Cuatro merchants, BID

group boards, and.. artsstakeholders to

distribute information,

gather feedback, and

solicit new ideas.

RepresentativeMeetings

We spread our

message, open new

partnerships, and

negotiate new work

collaborations with

institutions, downtown

partners, committees,

media, and government

authorities.

Public Events

We host large-scale

public events to bringfocus to our

stakeholders, build

their capactities, and

connect them together.

ER

The Santa Ana Media

Summit connected

downtown and

community

stakeholders with

English and Spanish

media to increase the

stories told about

good work beingdone in Santa Ana

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The Santa Ana Media Summit was

1 organized to explore, equip and empowerthe community and media to overcome howSanta Ana is portrayed in media.

2 We partnered with the Small BusinessDevelopment Center to teach a class on

social media advertising.

3 The Downtown Open Forum gathered over200 stakeholders for an open discussion

and sharing session.

4 We facilitate monthly Downtown RestaurantAssociation meetings to connect and

empower one of our strongest business

clusters.

We partner closely with community5 Institutions like Santa Ana Unified School

district which touches 80,000 residents.

We Invite local and regional experts as

guest speakers to help Inspire and informour stakeholders.

17

1 -1

IM

Looking Ahead

Downtown in 2018In 2018, we' re working tofacilitate a vibrant downtown

Make Places Together

We are venturing into Placemaking thisyear and understanding how to help placesdowntown succeed. We'll be working withgroups across downtown to analyze their

space in terms of access, sociability, uses/ activations, comfort & image to find ways to

kick-off improving the places and managingthem better together.

Bring People Together

We believe connecting, people downtown isthe biggest impact we can have on

everyone's bottom line. When we gather, byindustry or interest, we create innovativepartnerships, share knowledge and create a

free market for social capital. We hope to

master the art of bringing downtowntogether while continuing to attract outsideexperts to connect and enhance our ideasand opportunities.

Keep it Working Together

We have to continue to make sure downtown

is well-connected, working together and. communicating inside and out. We cannotunderestimate theconstant attention this

work needs. We hold the key position toraise everyone's enthusiasm to share and

support each others' ideas, passion, energyand commitment to the downtown district.

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Afterword by Madeleine SpencerSanta Ana Business Council Lead Consultant

Santa Ana Business Council is inspired bycity -building and sustainable communitydevelopment, which is the ability to makedevelopment choices which respect the

relationship between the three " E's":

Economy - Economic activity should serve the

common good, be self -renewing, and buildlocal assets and self-reliance.

Ecology - Humans are part of nature, naturehas limits, and communities are responsible for

protecting and building natural assets.

Equity - The opportunity for full participation

in all activities, benefits, and decision-makingof a society.

Our business council members are champions

for community -building and we continue towork with our partner BID to build our

Downtown community on all fronts.

Whether it is our Downtown Merchants

bringing in local community for free RooftopCinema, telling our merchants' " American

Dream" stories, watching our youth soar asthey celebrate Downtown Spirit Awards, or

seeing the smiles on the faces of businesses

working to bridge the gap between the publicand private sectors, setting the stage for thedistrict' s assured economic and cultural

presence.

Entering the BID I never expected to find a cityso full of resources nor the amazing network ofold and new businesses, industries, and experts

from many fields. I never expected to see and

meet so many of the city's emerging leaders.

Since beginning to work in the downtown, Ihave built relationships, found new confidants

and personal best friends, something I never

expected. The experience of city -building hasbeen phenomenal for me.

Most importantly, I have had the awesome

opportunity to really get to know our districtthis year. This has taught me so much about the

small business people who have dedicated their

whole lives to this city, people who come to

work every single day with only a wish and a

prayer. Their only prayer is that when they open

shop each day, customers will walk throughthat door and keep the Downtown in business.

This kind of belief and tenacity is what keepsthe whole city afloat. This perseverence within

a city needs to be championed and it is

who have made money after a great downtown something that no money can buy. event, we are excited to see our business

community work together to shape and activate

our dynamic capitol city at the center of the

Orange County region.

Santa Ana Business Council will continue

Lead Consultant

Santa Ana Business Council

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