D O W N T O W N S A N TA M O N I C A , I N C .

1351 Third Street Promenade, Ste 201 Santa Monica, CA 90401 www.DowntownSM.com

@DTSantaMonica

DTSantaMonica

DowntownSantaMonica

S P E C I A L T H A N K S T O O U R S P O N S O R

Santa Monica Place, located in the heart of downtown Santa Monica and just steps away from the Pacific Ocean has earned international accolades. Winner of the 2016 Retailer of the Year award giv-en by the California Travel Association. This award recognizes the shopping center that best exemplifies the California experience through the implementation of innovative retail positioning, product development, integrated marketing programs, tourism activities and contribu-tions to its local economy. Santa Monica Place also won The International Council of Shop-ping Center’s 2016 U.S. MA XI Award, which highlights the retail real estate industry’s most innovative marketing events, programs and technologies that add value to shopping centers across the country. The Los Angeles Tourism & Convention Board awarded the shop-ping center with the “China-Ready Designation”. This high-profile distinction was earned as a result of the many amenities the property offers for Chinese visitors.

Continued enhancement is vital to Santa Monica’s world famous Downtown. Santa Monica Place is a leader in the e-tail to retail market and has secured innovative concepts such as pop-up

stores and first-to-market brick-and-mortar locations including Sole Society, WithMe and Com-batant Gentleman. At a time when omni-channel effor ts are top-of-mind, Santa Monica Place is proving that online and brick-and-mortar desti-nations go hand-in-hand for retailer victories. In addition, Santa Monica Place is the first location for Happy Returns, a breakthrough service provider that lets Tradesy customers simplif y online returns in person.

Santa Monica Place, known for its amazing stores, breathtaking views of the Pacific Ocean, deli-cious food and award-winning open-air design, is home to Bloomingdale’s, Nordstrom, Nike, Louis Vuitton, Tif fany & Co, ArcLight Cinema, kate spade new york, Chan Luu, Uniqlo, Diane Von Furstenberg’s DVF, Jonathan Adler, All Saints, The Cheesecake Factory and dozens of other exciting specialty stores and food experiences. Santa Monica Place is the connection to the City of Santa Monica and its engaging Downtown environment. We value the incredible energy and mobility of our unique setting and all that our neighbors at Down-town Santa Monica and Third Street Promenade bring to this unparalleled city.

Downtown Santa Monica, a dynamic urban environment that is home to the world-famous Third Street Promenade and located just steps from the beautiful Pacific Ocean, continues to be one of the most popular destinations in Southern California, listed with such iconic places as Disneyland, the Sunset Strip, Rodeo Drive and the Venice Boardwalk.

That’s because Downtown Santa Monica offers something for everyone, evidenced by the roughly 16 million people who visit our vibrant urban District every year.

Much of the success can be attributed to the Third Street Promenade, one of the most cele-brated public spaces in the world. But life has recently sprouted beyond the popular shopping district, with new mixed-use housing and its ground-floor retail, restaurants, doctors’ offices, dry cleaners and other service-oriented busi-nesses energizing streets that were once deserted for many hours of the day.

But with this community building and popular-ity in the region and abroad comes the need to carefully manage the area so that everyone can continue to enjoy what Downtown Santa Monica has to offer.

Over the past year, the DTSM, Inc. Board of Directors worked closely with City staff on the creation of the Downtown Community Plan, which will guide how land is used in our spirited and sophisticated urban center; advised Big Blue Bus on realigning routes to better connect with the incoming Expo Light Rail; and tackled challenging issues impacting Downtowns across the country.

The opening of the Expo Line; the creation of the City’s first public bike-share prgram, Breeze; the installation of pedestrian scram-bles at 12 key intersections; the completion of the Colorado Esplanade; and the creation of new signage to better guide residents and vis-itors are all collaborative efforts DTSM, Inc. has engaged in with the goal of ensuring people can move around their Downtown more easily. That will continue to be a critical component of DTSM, Inc.’s efforts in the coming year, as will the production of fun, free community events for our residents and visitors and maintaining the District’s standing as a favorite place to visit and create lasting memories with friends and family.

We will continue to provide high-quality main-tenance and hospitality through our Ambassador and marketing programs, helping to highlight all that is wonderful about our Downtown, which is thriving both economically and culturally.

The DTSM, Inc. family is excited about the present day and what the future holds for Downtown Santa Monica and hopes you are too. We look forward to another prosperous and productive year and hope to see you soon in Downtown Santa Monica, which is Everyone’s Downtown!

Sincerely,

K A T H L E E N R A W S O N B A R B A R A T E N Z E R

C E O B O A R D C H A I R

O R G A N I Z AT I O N A L M A N A G E M E N T

Mission Statement/Downtown Zones

Financials

V I S I T O R E X P E R I E N C E D E V E L O P M E N T

Hospitality

Maintenance

Downtown Events

C H A R A C T E R & C U LT U R A L D E V E L O P M E N T

Digital Marketing

Public Relations & Advertising

Art & Infrastructure Improvements

C O M M U N I T Y A D V O C A C Y

Expo Light Rail & Colorado Esplanade

Downtown Community Plan

Dolphin Change Program

E C O N O M I C D E V E L O P M E N T

Data Collection

Information Resources

Board of Directors

Staff/Awards

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12

14

16

18

19

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2 1

2 3

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The mission of DTSM, Inc. is to work with the City of Santa Monica to promote economic stability, growth and community life within Downtown Santa Monica through responsible planning, development, management and coordination of programs, projects and services designed to benefit the community as a whole, which includes Downtown businesses, property owners, residents and visitors.

Maintain a strong, efficient, effective organization capable of making solid internal decisions as well as formulating external advocacy in the best interest of Downtown Santa Monica.

Following is a summary of DTSM, Inc.’s FY15/16 financial statements for all of our programs and operations.

Downtown property owners are assessed annually based on the zone in which their property is located. The map below illustrates the five benefit zones and their respective total assessments.

DOW NTOW N BENEFIT ZONE S

S TAT EMEN T OF ACT I V I T IE S F Y15 /16

Assessment Revenues

Other Revenues

T O T A L R E V E N U E S

Economic/Business Development

Marketing/Promotional Branding

Operations

Ambassadors

Maintenance

Management/General

Special Projects

Homeless Support/Programs

Dolphin Change Program

T O T A L E X P E N S E S

J U N E 3 0 , 2 0 1 6 ( F Y 1 5 / 1 6 )

$6,222,469

$1,410,275

$ 7, 6 3 2 , 7 4 4

$416,037

$2,062,116

$220,516

$1,647,063

$1,638,263

$558,984

$343,232

$104,327

$17,275

$ 7, 0 0 7, 8 1 3

J U N E 3 0 , 2 0 1 5 ( F Y 1 4 / 1 5 )

$5,599,515

$1,389,252

$ 6 , 9 8 8 , 7 6 7

$359,817

$2,093,816

$190,081

$1,416,289

$1,429,794

$536,716

$192,735

$103,309

$20,934

$ 6 , 3 4 3 , 4 9 1

S TAT EMEN T OF F IN A NCI A L P O SI T ION F Y15 /16

Cash/Cash Equivalents

Certificates of Deposit

Property/Equipment

T O T A L A S S E T S

Liabilities

Total Net Assets

TOTAL LIABILITIES & NET A SSETS

J U N E 3 0 , 2 0 1 6 ( F Y 1 5 / 1 6 )

$3,587,637

$ —

$81,563

$ 3 , 6 6 9, 2 0 0

$282,320

$3,386,880

$ 3 , 6 6 9, 2 0 0

J U N E 3 0 , 2 0 1 5 ( F Y 1 4 / 1 5 )

$2,965,558

$ —

$90,981

$ 3 , 0 5 6 , 4 4 9

$350,940

$2,705,509

$ 3 , 0 5 6 , 4 4 9

0 5

1 3 L

O

2

Z O N E 1 $ 9 3 9,7 0 3

Z O N E 2 $ 2 ,16 5 ,149

Z O N E 3 $ 7 5 9, 0 10

Z O N E L $ 4 8 3 , 2 5 8

Z O N E O $ 2 4 4 , 8 4 3

0 4

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Downtown Santa Monica’s Hospitality Ambassadors

are the eyes and ears of the District. They provide a

welcoming smile, assisting pedestrians and motorists

with a host of issues ranging from recommending a

place to eat to locating a lost vehicle. Ambassadors

are available 18 hours a day on foot and Segway

to lend a helping hand, keep sidewalks and public

restrooms safe and clean, and liaise with the Santa

Monica Police Department and social service agencies

to address quality of life issues.

As a leading provider of security, cleaning and customer services per-sonnel for Business Improvement Districts, Block by Block hires, trains and manages DTSM, Inc.’s Maintenance and Hospitality Ambassadors.

S C O T T C R A N D A L L

Regional VP

V I N C E N T G R E E N

Downtown Community Liaison

C H R I S B R O W N

Hospitality Supervisor

PA UL I TA E L L I O T T

Operations Manager

S HE A GIB S O N

Maintenance Supervisor

I S S U E S

Abandoned Items

Aggressive Panhandling

Filming without a Permit

Public Disturbance

Skateboarding/Bicycling/Skating

Sleeping in Public

Smoking

F Y 2 0 1 3 / 2 0 1 4

183

82

69

306

10,868

449

10,859

F Y 2 0 1 4 / 2 0 1 5

365

25

84

176

9,931

415

10,071

F Y 2 0 1 5 / 2 0 1 6 *

208

9

29

27

21,276

1,381

20,316

* D I S T R I C T I N C R E A S E D I N 2 0 1 6 T O I N C L U D E Z O N E S O A N D L

Q U A L I T Y O F L I F E I N T E R A C T I O N S

P E D E S T R I A N A S S I S T S

16,634

137

36,384

143

4,532

R E S T R O O M D I R E C T I O N S

E N T E R TA I N M E N T/A R T R E F E R R A L S

B U S I N E S S R E F E R R A L S

V E H I C L E A S S I S T S

5,699

S H O P P I N G / D I N I N G T I P S

ME T RO REL AT ED A S S I S T S

Position Downtown as a unique, exciting and broadly accessible experience- based place, retaining substantial demand and high value.

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Attention to detail defines a visitor’s experience in Downtown Santa Monica. Maintenance Ambassadors sweep, scrub and pressure wash millions of square feet of public streets annually, as well as remove thousands of pounds of trash and graffiti.

No detail is overlooked; improving the appear-ance of all public spaces creates a pleasant environment for residents, workers and visitors.

3 X / D AY

Clean and maintain parking structure restrooms (includes restocking hand towels and other supplies)

Clean and maintain all elevator interiors

Empty parking structure trash bins and replace trash bags

Walk parking structures, remove trash/debris

D A I LY

Mop the parking structure stair-wells, restrooms, landings and lobby areas

Report non-func-tioning lights in parking structures and elevators

Spray and wipe down handrails in parking structure stairwells

Spray and wipe signage and in trash bin cages

Spray and wipe walls in parking structure restrooms, lobby areas, stairwells and landings

C O N T I N U O U S LY

Remove graffiti, flyers and handbills

Attend to emer-gency maintenance issues such as spill clean-ups

Apply touch-up paint to street amenities such as light poles, benches, railings and trash bins

W E E K LY

Clean and deodorize trash bin liners

M A I N T E N A N C E S C H E D U L E

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Records of all actions completed by Downtown Ambassadors are documented. This year the Ambassadors upgraded to new handheld devices with GPS capabilities. DTSM, Inc. can track progress and activity with itemized reports and geospatial maps.

I T E M I Z E D M A I N T E N A N C E R E P O R T S

D E B R I S B Y Z O N E

71,668

Z O N E 1

11,538

ZONE O

55,409

Z O N E 2

5,423

Z O N E L

33,435

Z O N E 3

G R A F F I T I B Y Z O N E

674

Z O N E 1

325

ZONE O

1,048

Z O N E 2

278

Z O N E L

895

Z O N E 3

* 6 M O N T H S T A T I S T I C S F O R Z O N E L A N D O

M A P O F G R A F F I T I R E M O V A L S I N J U N E 2 0 1 6

Downtown Santa Monica streets and alleys are pressure washed on a regular basis and parking structures are cleaned, top to bottom, semi-annually. DTSM, Inc. vendors employ reclamation power washing, which is the process of capturing, containing, and safely disposing of the used water in the City’s water recycling facility.

M O N T H LY

Zone 1: Third Street Promenade, 2nd Ct. and 3rd Ct. alleys

Zone 2: 1st Ct. and 4th Ct. alleys

E V E R Y 2 M O N T H S

Zone 2: 2nd St. and 4th St., Ocean Ave (including all intersecting streets)

E V E R Y 3 M O N T H S

Zone L: Lincoln Blvd (including all intersecting streets)

S E M I - A N N U A L LY

Parking Structures #1-#6, #9 and #10 (full structure clean)

Parking Structures #1-#6, #9 and #10 (hand detail)

A S N E E D E D

Downtown Hotspots (areas of need as they arise)

Approximately 2,452,220 sq ft of public space was pressure washed last year!

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H I A M B A S S A D O R T E A M ,

I would like to take some time to let you know how much we appreciate the SM Ambassador Program and how much it has helped our business, Hi De Ho Comics at 1431 Lincoln Blvd. Since the inception of this program, we have noticed a great difference in the appearance of the nearby area to our business. The amount of trash has considerably decreased and there is always a smiling face to greet you while they are cleaning. In particular, our Am-bassador Darnisha R. has been a pleasure to have around. She is always ready to answer any questions and encouraged us to attend the DTSM Merchant Meeting this past Tuesday. The information garnered from the meeting was very valuable and we look forward to participating in more events in the future. Thank you so much for this program and we hope that it con-tinues to grow.

Sincerely,

K R I S T E N P.

H E L L O ,

I just wanted to take a few minutes to show my appreciation for the outstand-ing customer service I received last night. I parked at one of your garages in Santa Monica and could not find my car. Come to find that you have six garages in the area that have the same pricing and are simi-larly painted on the inside. Matt was the first person I talked with who radioed for help from Eric. After providing a descrip-tion of the car, Eric started looking in a couple of the garages while Nikki walked me through a couple of the others, which helped me to find my car. Many thanks to these folks for their assistance. Without their help I would have thought that there was only one of your garages in the area and that my car got towed for some rea-son. So thank goodness they were around to help!

Thanks so much!

J O E B .

TO W HOM IT M AY CONCERN,

I am an Australian visiting LA and today I ventured down to Santa Monica. The cleanliness was refreshing, but the best part of my trip to the seaside was meeting Carl T. as I was leaving. Carl obviously takes a great deal of pride in his work and he made me feel instantly at ease as I was heading to my bus. Please pass on how delighted I was to not only notice the pride your Ambassadors take in the appearance of your District, but also the pride (and effort) of the people who work hard every day to ensure that Santa Monica is such a lovely place to spend time.

All the best,

N A O M I T.

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From ice skating rinks to picnics, DTSM, Inc. hosts a number of annual events designed to enliven the visitor experience.

S O N I C S U B M A R I N E

P I C N I C O N T H E P R O M E N A D E

C I N E M A O N T H E S T R E E T

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59,246 skaters hit the ice in 2015/2016!

T R E E L I G H T I N G M E N O R A H L I G H T I N G

I C E G R A N D O P E N I N G 11 . 5 .1 6

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As more and more users are connecting with Downtown Santa Monica via their phones and tablets, DowntownSM.com was redesigned to maintain its digital relevance and become more mobile friendly.

Over the past year, DTSM, Inc.’s marketing department focused its efforts on refreshing the District’s brand image and creating a more accessible and robust digital marketing program.

Protect and build upon the reputation of Downtown Santa Monica as an authentic, diverse, culturally significant and forward- thinking urban district.

D O W N T O W N S M . C O M

S O C I A L M E D I AFans and followers continue to engage with DTSM via Facebook, Instagram and Twitter.

M U LT I V I E W TA R G E T E D M A R K E T I N G C A M PA I G N

DTSM, Inc. developed a tar-geted marketing campaign that concentrated its efforts on users searching specific keywords online. Keywords were determined using criteria related to the DTSM brand.

I M P R E S S I O N S S E R V E D

O N L I N E A D V E R T I S E M E N T S

L I S T O F K E Y W O R D S U S E D I N M A R K E T I N G C A M P A I G N

2,002 10,57713,653

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O N - S T R E E T R E S O U R C E S

I N F R A S T R U C T U R E I M P R O V E M E N T S

T H I R D S T R E E T A R T B A N N E R S

DTSM, Inc. regularly updated the Downtown Santa Monica Walking Map and Promenade directories to include the robust list of businesses in the District. We also created visually engaging signage that was dis-played on parking structure elevators and in directory backlits.

The heart and soul ofDowntown Santa Monica are the people who work

and play here. Thanks forsharing the love.

The feeling is mutual!

Basecamp

“Beach Day” - MURAL

Bezian Bakery

Centinela Feed

Fairmont Miramar

Harvelle’s

Loews

O’Neill

Orange Theory

Pure Barre

Salon Tru

Swim With Heart

Whole Foods

DowntownSantaMonica @DTSantaMonica DTSantaMonica DTSantaMonica Channel

Congratulations Downtown Santa Monica

Most Loved Businesses!

Congratulations Downtown Santa Monica

Most Loved Businesses!

2016 MOST LOVED SANTA MONICA2

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M I L L I O N

DTSM, Inc.’s media relations program generated positive coverage for the District through strategic media placement in key regional, national and international outlets. DTSM, Inc. also focused on local media outlets to promote Downtown programs and support local campaigns.

Beautification of the public realm is a key focus of DTSM, Inc. This year we undertook or collaborated on a variety of permanent aesthetic improvements along Third Street Promenade. After years of use and exposure, the wrapped string lights on the 96 Jacaranda trees showed signs of aging. All the wrap lights were stripped and replaced with 400 pendant-style lights equipped with LED Edi-son bulbs. Aside from adding visual interest and a warm glow to the Promenade, the new light fixtures are not harmful to the trees.

DTSM, Inc. also worked with the City’s Prome-nade Maintenance staff to choose and replant new succulents around the dinosaur topiaries as well as install and paint new guardrails.

In February, DTSM, Inc. launched an art banner exhibit on Third Street Promenade. Beautifully created by local artist Astrid Preston, a total of 16 banners were realized casting a natural light on the city’s colorful coastal creatures and plants.

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Research and monitor the state of Downtown and proactively advocate on issues of importance to the City and to Downtown Santa Monica stakeholders.

Annual

Monthly

Pay As You Go

T O T A L S

N U M B E R O F S U B S C R I P T I O N S

73

26

513

612

% T O TA L C I T Y S U B S C R I P T I O N S

2.5%

0.9%

18%

2 1 . 5 %

N U M B E R O F T R I P S

3,158

810

2,749

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M E T R O E X P O L I N E / C O L O R A D O E S P L A N A D E

DTSM, Inc. worked extensively with the City and com-munity in preparation for the opening of the Expo Line and the Esplanade. Communication about detours, street closures, and launch activities was crucial during this time. DTSM, Inc. partnered with the City, contractors, and utilized the services of the Hospitality Ambassador team to keep businesses informed and welcome new-comers to the area.

E X P O B A N N E R B R E A K I N GG R A N D O P E N I N G C E L E B R A T I O N F O R

C O L O R A D O E S P L A N A D E

DTSM, Inc. remained a partner with the City in the launch of Breeze Bike Share. Since its inception, exciting things have taken place, with Downtown being a major destination point for the system citywide.

B R E E Z E B I K E S H A R E

40% of Breeze trips are to, from or within Downtown/

Civic Center

A substantial portion of Breeze subscribers & users

are Downtown resisdents

There are 16 Downtown

Breeze Stations

In partnership with Celtis Communications, over 5,000 postcards were distributed to local businesses advising of street closures and detours.

30+ Hospitality Ambassadors greeted the Expo passengers on opening day, welcoming them to a friendly and hospitable Downtown.

·

·

· The Colorado Esplanade opened with the assistance of 12+ Ambassadors providing directions and information to tourists and locals alike.

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The Downtown Specific Plan underwent a depar-ture from its previous direction, and took on the new name of Downtown Community Plan (DCP). Nevertheless, DTSM, Inc. staff remained a crit-ical component to keeping the DTSM board and community informed of important factors of the Plan. A board retreat was held outlining the details of the Plan, gathering critical feedback and direction. Feedback was fed into the new DCP.

C I T Y S W I P E : W W W . D T S M C I T Y S W I P E . C O M

Outreach continued with community forums and salons, engaging the community and gathering viewpoints and positions on factors critical to Downtown’s future.

With over 70 attendees, we enjoyed lively discussion over brunch at the Fairmont Miramar Bungalows, received important feedback on the amenities necessary for senior living from Silvercrest and Christian Towers resi-dents and discussed transportation at WeWork.

L E F T: D O W N T O W N C O M M U N I T Y P L A N

S A T U R D A Y S A L O N : T H E B U N G A L O W

H O M E L E S S C O U N T

In January 2016 and in partnership with the City’s Human Services Division, the DTSM, Inc. staff conducted a count of unsheltered homeless individuals and families, includ-ing those in vehicles and encampments. Participation in this annual program provides critical insight into trends and characteristics of Downtown’s homeless population.

Many are very long-term homeless Most are new arrivals in Santa Monica Most are single male adults

· · ·

M O N T H LY

Unsheltered Individuals

2 0 15

96

2 0 16

102

% C H A N G E

6.25%

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DTSM, Inc. also created CitySwipe, a quick and easy online survey platform to help define consensus visions for the future of Down-town. CitySwipe features an interactive swipe tool that allows the user to breeze through a series of visual slides on city planning topics such as public parking, art installations and new development preferences. The user simply swipes right or left to answer questions.

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DTSM, Inc. continues to support homeless service agencies through the Dolphin Change Program. The Program was implemented in 1993 to collect donations from the public and disburse to charitable organizations helping the homeless. This year, $3,675.14 was collected from the Dol-phins. With an additional amount from the Dolphin Fund grant, a total of $10,000 was contributed to the 2015 recipient, Step Up.

D O L P H I N C H A N G E P R O G R A M

This year, DTSM, Inc. gathered results from the pedestrian counters installed last year. With con-firmation that millions visit Third Street Promenade and Santa Monica Place annually, the results were impressive, to say the least. The counters provide quantifiable data regarding Promenade activity, and will be used to guide events, retail mix, and activation in the area.

Partner with the City and Downtown stakeholders to maintain a balanced, diverse economic environment and promote the prosperity of the community as a whole.

S P R I N G B O A R D P E D E S T R I A N C O U N T S

P E D E S T R I A N C O U N T S B Y H O U R

In partnership with the City, DTSM, Inc. regularly collects sales tax data for Downtown, distributed quarterly at board meetings. Data is collected for Third Street Promenade and the Downtown overall, providing insight into the economic health of the region. This year, Lincoln sales tax data was also collected, including historical data to use as a benchmar k as the s treet cont inues to grow and develop.

D O W N T O W N S A L E S TA X

While gearing up for implementation of services for Lincoln Blvd, a retail assessment was conducted as a baseline of the street’s economic health and activity. Generally, the assessment gleaned the following:

L I N C O L N B LV D R E TA I L A S S E S S ME N T

·

·

·

C H A R T D A T A : S P R I N G B O A R D

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0

0:00 8:00 16:004:00 12:00 20:002:00 10:00 18:006:00 14:00 22:00

1:00 9:00 17:005:00 13:00 21:003:00 11:00 19:007:00 15:00 23:00

Monday Tuesday Wednesday

Thursday Saturday SundayFriday

Through the addition of new, mixed-use projects, Lincoln Blvd can evolve into a pedestrian- friendly street with improved public spaces and infrastructure.

The street has the opportunity to accommodate a range of small,

mid-scale and larger format retail uses serving local neighborhoods and the community at-large.

With public and private investment, Lincoln Blvd can serve as a key gateway to Downtown and the city as a whole.

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K N O W L E D G E S H A R I N G

The Beat and The Memo continue to be critically important publications to inform Downtown stakeholders on important issues and events. The Memo is distributed monthly to over 500 stakeholders, and provides updates on events, as well as informs local businesses of policy matters affecting operations. Over 2,500 issues of The Beat are distributed quarterly, with feature stories including updates on the Downtown Community Plan, minimum wage increases, and the opening of the Metro Expo Line.

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Santa Monica is an urban environment, sepa-rated from its natural state by hundreds ofyears of human action. Much of the city’s 8

square miles are paved and even its open spaces arecarefully cultivated for the needs of people. Thatcan make it hard to experience the truly indigenousecology of the area, but Downtown Santa Monica’srevitalized arts program is providing a window, or16, into the city’s ecological history.

The Third Street Promenade has a history ofhanging art banners over the popular walkway.While the skies were clear for the past few years,16 new banners have recently been installeddepicting indigenous plants and animals.

Local artist Astrid Preston was commissioned toproduce the works and said it was a satisfyingchallenge. She painted 18 2x2 banners over a six-month period. The paintings were then translat-ed to large banners and 16 are on display.

“It was quite consuming, even just picking aflower,” she said. “There are so many nativeplants. I’d go look around, go to nurseries, placeswhere you might find them.”

Preston said she has worked with nature imagerythroughout her career, but her work isn’t alwaysfounded on realism, as her art is as much a reflec-tion of emotion as it is physicality. For the bannerproject she said the realism is important but wasalso a challenge to her traditional style of work.

“I’ve painted butterflies and birds but when I do thebird, it’s based on my feeling about that bird whichis different than working from a specific image ofa bird,” she said. “I had to find a picture that willwork emotionally for me, there always has to be anemotional component so the photos had to fit thatand fit the requirement of a banner.”

Local artist Bruria Finkel, a member of the DTSM,Inc. Board of Directors, curated the exhibit andwas part of the judging panel. She said Prestonwas unquestionably a talented artist, but it washer research and attention to detail that separat-ed her from the pack.

“We always think of fauna and flora as seagulls,rats or things like that, she really did her researchand it was very heartening to see all the beauti-

3

Banner day for art Downtown

continued on PAGE 5

Lincoln Boulevard revival underway

4

Services began Jan. 1 for newest addition to Downtown

The New Year already looks like a bright (andclean) one for Lincoln Boulevard as thenewest zone in Downtown Santa Monica.

After the July 14, 2015 vote in which Lincolnproperty owners elected to join the Property-Based Assessment District (PBAD), DowntownSanta Monica, Inc. (then acting as a consultant tothe City) made preparations to officially welcomethe iconic street into the district.

As early as Dec. 11, 2015 a clean sweep operationbegan and continued through the month clear-ing 15,438 pounds of trash along with theremoval of nearly 400 stickers and 62 graffititags. In January in into February, ambassadorsmade contact with 387 businesses, helped 11pedestrians cross the street and assisted twopeople who had car trouble.

Full PBAD service began on Jan. 1, 2016 and include:

• Daily patrol by hospitality ambassadors;

• Removal of fliers, stickers, gum, and other debris;

• Enhanced maintenance of sidewalksincluding sweeping and spot cleaning;

• Marketing of the district, businesses, and community events; and

• Monitoring transient encampments and exploring solutions.

Prior to its official 2016 induction, Lincoln wasprimed for service with pressure washing usingreclaimed water from the Santa Monica UrbanRunoff Recycling Facility (SMURRF).

"Adding Lincoln Boulevard to Downtown SantaMonica's service area makes perfect sense giventhat it is considered a part of the District, accord-ing to the Land Use & Circulation Element (LUCE),as well as in the minds of many who live or visitthe area," said DTSM, Inc. CEO Kathleen Rawson."Lincoln is evolving, and we are in a unique posi-tion to help the bustling street become morewalkable and livable for all Santa Monicans."

A partner and advocate for Downtown business-es since 1986, DTSM, Inc. conducted extensiveoutreach to property owners as the City-appointed assessor of both proposals, and nowmanages services for both districts.

Timeline

2010The LUCE is passed by the City of Santa Monica,modifying the zoning boundaries of Downtownto include Lincoln. (In the expansion project,DTSM, Inc. would go on to modify its boundariesto match those outlined in the LUCE.)

July 25, 2013DTSM, Inc. board approves a feasibility studyto explore expansion of the PBAD to includeLincoln, and extended services to ColoradoAvenue. The study was prompted by theanticipated increase in pedestrian activityassociated with the incoming Expo Light RailLine and residential mixed-use developmentplanned for Lincoln. Contract is awarded toProgressive Urban Management Associates(PUMA).

September 2013 - April 2015DTSM, Inc. seeks property owners' interest inbecoming part of the PBAD on Lincoln afterreceiving requests from some property ownersabout joining Downtown, and receiving addition-al services on Colorado.

April 8, 2014Council approves the City's EconomicDevelopment Department recommendation toallocate $55,500 for DTSM, Inc. to act as the con-sultant to the City in assessing the addition ofLincoln and expanding services on ColoradoAvenue. Consulting to include development of aManagement Plan and Engineer's Report, prepa-ration of the assessment methodology, providingtechnical assistance, and outreach to stakehold-ers/property owners.

continued on PAGE 5

“Lincoln is evolving, and we are in a unique position to help the bustling street become morewalkable and livable for allSanta Monicans.”

Kathleen RawsonDTSM, INC. CEO

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THE

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Sweeping communityplan up for public review

Planning efforts for Downtown Santa Monica havebeen renamed, refined and hopefully re-energizedwith the release of the Downtown Community Plan.

Formerly known as the Downtown Specific Plan, therevised document has been simplified to create a user-friendlier document.

The renaming was in recognition of the plan's overarchingdesire to nurture a long-term community within itsboundaries, and to make sure that every resident feelswelcome in Downtown, according to the City.

While the name may be symbolic, the latest version of thelong-gestating zoning document makes substantialchanges to its usability with edits to the text for clarityand reorganization to facilitate better understanding.

continued on PAGE 11

Dictating the future of Downtown

DCP....................................... 1

Minimum Wage.................... 2

Art Banners........................ 3-5

Lincoln Revival................... 4-5

Big Blue Bus........................... 6

Cops on Beat...........................7

Bubar Profile........................... 8

Water Fines............................. 9

Quarterly Ambassadors......10

Cupid........................................10

New Businesses....................11

IN THIS ISSUE

Everyone’s downtown.sm

SPRING 2016

T H E D O W N T O W N B E A T N E W S L E T T E R

T H E M E M O

D O W N T O W N Q U A R T E R L Y

M E R C H A N T M E E T I N G

This year saw increased partici-pation from retailers and restau-rants as DTSM, Inc. continued to be a relied-upon source for information. Quarterly merchant meetings informed businesses of L A Marathon activities, Expo and Esplanade opening activities, and Winterlit events.

MERCH A NT SUPP ORT

DTSM, Inc. has been established as a resource for reliable data repre-senting Downtown activity and the Downtown economy. DTSM, Inc. staff fields calls daily from locals, visitors, or businesses with updates on events, sales trends, real estate data, and general information.

We continue to build a library of relevant data to share with Down-town stakeholders.

I N F O R M AT I O N R E S O U R C E

At the request of property owners and other neighborhood stakeholders, DTSM, Inc. undertook a campaign to expand services through the creation of two new benefit zones in the District.

During the month of December 2015, DTSM, Inc. conducted Operation Clean Sweep — an initial deep clean of Lincoln Blvd prior to the beginning of regular services in January 2016. While hospitality ambassadors made contact with each business owner and welcomed them to the District, main-tenance teams collected trash, weeded tree wells, pressure washed sidewalks and removed graffiti.

Property owners along Colorado Avenue between Ocean and 7th Street voted 72.1% in favor of cre-ating an additional overlay zone to increase their base level assessment. Priorities for the zone include additional hospitality services to welcome Expo riders and enhanced maintenance on the Colorado Esplanade.

ZONE O: COLOR A DO O V ERL AY

O P E R AT I O N C L E A N S W E E P

L I N C O L N B L V D : A F T E R

L I N C O L N B L V D : B E F O R E

C O L O R A D O E S P L A N A D E & E X P O S T A T I O N

Pounds of Trash Collected

Stickers Removed

Graffiti Tags Removed

Tree Wells Landscaped

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L incoln Blvd proper t y ow ner s bet ween Wilshire and the I-10 Freeway voted 67.1% in favor of becoming part of Downtown. Services include the work of hospitality and maintenance ambassadors, pres-sure washing, advocacy and long-term capital improvement and streetscape planning.

Z O N E L : L I N C O L N B LV D

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DTSM, Inc. is governed by a 13-member volunteer board of directors. Six board members are elected by Downtown property owners; six board members are appointed by the Santa Monica City Council; and one board seat is reserved for the City of Santa Monica’s city manager or his/her designee.

All board and committee meetings of the DTSM, Inc. Board of Directors are open to the public. Agendas are posted in advance at DowntownSM.com and with the Santa Monica City Clerk. To join the distribution list for meeting notices, please email info@downtownsm.com.

PAT R I C I A H O F F M A N

Member, Resident

JOHANNES VAN TILBURG

Member, Van Tilburg, Ban-vard & Soderbergh, AIA

J U A N M A T U T E

Member, UCL A

J U L I A L A D D

Member, Macerich/ Santa Monica Place

D E B R A Z E H M

Member, Equity Office Properties

E L A I N E P O L A C H E K

Member, City of Santa Monica

J O H N W A R F E L

Vice Chair, Metropolitan Pacific Capital, LLC.

B A R R Y S N E L L

Member, Accounting Firm of Barry Snell

B A R B A R A T E N Z E R

Chair, Tenzer Commercial Brokerage

R O B R A D E R

Secretar y/ Treasurer, Ovation, LLC

B R U R I A F I N K E L

Vice Chair, Resident

S A R A H L E T T S

Vice Chair, Community Corp. of Santa Monica

B I L L T U C K E R

Vice Chair, Tucker Investment Group, Inc.

B O A R D & C O M M I T T E E M E E T I N G S

DTSM, Inc. staff are responsible for day-to-day oversight of the neighborhood, and the organiza-tion’s programs and operations.

K A T H L E E N R A W S O N

Chief Executive Officer

S T E V E N W E L L I V E R

Director of Policy & Planning

K E V I N H E R R E R A

Sr. Communication Manager

TJ H A R N E Y

Controller

J O H N M C G I L L

Field Services Coordinator

M A C K E N Z I E C A R T E R

Director of Marketing & Communication

L A U R A B O R S E C N I K

Office Manager

C O L L E T T E H A N N A

Community Outreach Manager

N I C K E F R O N

Public Space Manager

R A C H E L J O H N S O N

Executive Administrative

Assistant

S T E P H E N B R A D F O R D

Venue Manager

L I N N W I L E

Administrative Assistant

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At the 2015 Downtown Achievement Awards, Down-

town Santa Monica, Inc.was selected as a Pinnacle

recipient (the highest level of recognition) in the

Leadership & Management Category for its ‘Tak-

ing a Leading Role’ initiative, where a revenue de-

crease due to new city ordinances was dramatically

recouped with a strategic parking structure adver-

tising program.

The non profit organization also took merit honors

in Events & Programming for the transformation

of a corner sur face parking lot into the ice skating

winter wonderland destination ICE at Santa Monica.

Produced by the International Downtown Associ-

ation, the ceremony headlined IDA’s 61st Annual

Conference & Tradeshow in San Francisco from

Sept. 30–Oct. 2, 2015. The awards recognize out-

standing improvements to downtowns around the

globe and exceptional projects executed by their

dedicated Business Improvement Districts

INTERNATIONAL DOWNTOWN A S S O C I AT I O N P I N N A C L E AWA R D W I N N E R S

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