HomeMy WebLinkAboutED Downtown BID Annual Report 2017____________________________________________________________________________________
FOR CITY CLERK ONLY
File No.: 224 x 183
Council Meeting: 12/04/2017
Disposition: Resolution 14421
Agenda Item No: 5.b
Meeting Date: December 4, 2017
SAN RAFAEL CITY COUNCIL AGENDA REPORT
Department: Economic Development
Prepared by: Danielle O’Leary
Economic Development Director
City Manager Approval: ______________
TOPIC: Annual Renewal for the San Rafael Downtown Business Improvement District
(BID) Business Assessment
SUBJECT: Resolution Declaring the City Council’s Intention to Levy an Annual Assessment
for the Downtown San Rafael Business Improvement District
RECOMMENDATION:
Adopt Resolution.
BACKGROUND:
Section 36500 of the California Streets and Highways Code allows for the creation of a business
improvement district (BID) within a municipality whereby businesses within the district self-assess
themselves an annual fee in order to pay for improvements and activities which benefit the overall
business district. The intent of the state law is to provide a funding mechanism for business districts to
promote economic vitality.
Businesses within the San Rafael downtown set up a business district in 1979 – this original district
included approximately 125 businesses along Fourth Street between Lincoln and E Street. In 2013, the
City Council voted to replace it with a larger district of approximately 700 businesses along Fourth
Street – the expanded district includes the West End and some side streets, as well as non-ground
floor tenants, and other tenants not included in the original BID (see Attachment 2, Exhibit A for BID
Map).
The new BID, established in 2013, has been active in numerous programs to improve the downtown
business climate. In its first three years, the BID focused on the following areas: building the BID
organization and working with its membership on developing priorities, increasing the effectiveness of
marketing and events, promoting economic development, and working with the City to address various
issues related to parking, safety, cleanliness, and social issues (see Attachment 2 for BID Annual
Report).
SAN RAFAEL CITY COUNCIL AGENDA REPORT / Page: 2
ANALYSIS
BID Renewal Process
Per State law, to renew the annual assessment, the City Council must first adopt a ‘Resolution of
Intention to Levy an Annual Assessment’ and set a public hearing for a future date. In accordance with
State law, the annual renewal process for the BID assessment will take place at two City Council
meetings as follows:
Meeting #1 – December 4, 2017
Resolution of Intention to Levy an Annual Assessment: This meeting is intended to notify the public of
the process. The only action required is to accept the BID annual report, which reviews past BID Board
accomplishments and adopt the resolution of intention to levy an annual assessment. These actions do
not commit the City Council to any ultimate decision other than initiating the annual renewal process.
Meeting #2 – December 18, 2017
Public Hearing on Annual Assessment: This is the meeting to receive additional input from the public on
the annual assessment for the BID and to confirm the levy of an assessment and board appointments
for the upcoming year.
COMMUNITY OUTREACH:
The BID will notify its members of the annual renewal process through its member communications
including the BID e-newsletter, notifications on the BID website, and through agenda items at the
monthly BID Board meeting.
FISCAL IMPACT:
Adoption of the resolution does not have a direct fiscal impact on the City other than ongoing staff time
related to assessment billing and processing and administration of the annual renewal. To the extent
that the BID activities enhance the business climate within the district, this will generate increased sales
tax revenue for the City.
OPTIONS:
The City Council has the following options to consider on this matter:
1) Adopt resolution.
2) Direct staff to modify the resolution.
4) Decline to adopt the resolution and take no action.
RECOMMENDED ACTION:
Adopt resolution declaring City Council’s intention to levy an annual assessment for the Downtown San
Rafael Business Improvement District for 2018.
ATTACHMENTS:
1. Resolution
2. 2018 BID Annual Report
Exhibit A: BID Map
Exhibit B: BID 2018 Assessment Formula
RESOLUTION NO. 14421
RESOLUTION OF THE SAN RAFAEL CITY COUNCIL DECLARING THE CITY
COUNCIL’S INTENTION TO LEVY AN ANNUAL ASSESSMENT FOR THE
DOWNTOWN SAN RAFAEL BUSINESS IMPROVEMENT DISTRICT
WHEREAS, California Streets and Highways Code Sections 36500 et seq. authorizes
cities to establish parking and business improvement areas for the purpose of promoting
economic revitalization and physical maintenance of business districts, in order to create jobs,
attract new businesses and prevent erosion of business districts; and
WHEREAS, the Downtown San Rafael Business Improvement District (“BID”) was
established in 2013 to amend the existing Parking and Business Improvements District instituted
in 1979 in the commercial area on and around the Fourth Street corridor in San Rafael; and
WHEREAS, pursuant to San Rafael Municipal Code Chapter 10.09 and California
Streets and Highways Code Section 36533, the Advisory Board of the BID shall prepare an
annual report for each calendar year in which assessments are to be levied which the City
Council shall review;
NOW THEREFORE BE IT RESOLVED by the City Council of the City of San
Rafael as follows:
1. The City Council intends to levy an annual benefit assessment on businesses in the
BID, except where funds are otherwise available, to pay for selected improvements and activities
of the BID.
2. The boundaries of the entire area to be included in the BID, and the boundaries of
each separate benefit zone within the BID, are set forth in the map and boundary des cription,
Exhibit A, attached hereto and incorporated herein by reference. A map of the BID is on file
with the City Clerk.
3. The types of improvements and activities proposed to be funded by the levy of
assessments on business in the BID are in Exhibit B attached hereto and incorporated herein by
reference.
4. The method and the basis for levying the benefit assessment on businesses within the
BID are set forth in Exhibit C attached hereto and incorporated herein by reference.
5. All funds of the BID shall be expended on improvements and activities within the
BID.
6. New businesses shall not be exempt from payment of the fee.
7. A public hearing to consider the levy of the BID assessment shall be held before the
City Council on December 18, 2017 at 7 p.m. in the Council Chambers, 1400 Fifth Avenue, San
Rafael, California. At the public hearing the testimony of all interested persons, for or against
the levy of the BID assessment or of any of the matters included in the assessment, will be heard
and all protests collected.
8. A protest against the assessment of the BID, or any aspect of the assessment may be
made in writing or orally at the public hearing. To be counted as a part of a majority protest
against the assessment of the BID, a protest must be in writing and from a business in the BID.
A written protest may be withdrawn from the record at any time before the conclusion of the
public hearing. Each written protest shall contain a written description of the business in which
the person signing the protest is interested, sufficient to identify the business, and its address. If
the person signing the protest is not shown on the official records of the City of San Rafael as the
owner of the business, then the protest shall contain or be accompanied by written evidence that
the person is the owner of the business. Any written protest of the regularity of the proceedings
shall be in writing and clearly state the irregularity or defect to which objection is made.
9. If at the conclusion of the public hearing on December 18, 2017 there is a record of
written protests by business owners within the BID who will pay fifty percent (50%) or more of
the total assessments of the entire BID, no further proceedings to amend the BID shall occur.
New proceedings to amend the BID shall not be undertaken again for a period of at least one
year from the date of the finding of the majority written protest by the City Council. If the
majority written protest is against a specific activity, inclusion of a specific area or type of
business, or a specific assessment amount, adjustments may be made to the amendment proposal.
10. Further information regarding the Downtown San Rafael Business Improvement
District may be obtained from the Office of Economic Development at 1125 B Street, San
Rafael, CA 94901.
11. The City Clerk is directed to give notice of said public hearing by publishing the
notice in a newspaper of general circulation in the City of San Rafael, at least seven days before
the hearing; and by mailing a complete copy of this Resolution of Intention to those interested
parties who have filed a written request with the local agency for mailed notice of public
meetings or hearings on new or increased general taxes.
I, ESTHER C. BEIRNE, Clerk of the City of San Rafael, hereby certify that the
foregoing Resolution was duly and regularly introduced and adopted at a regular meeting of the
City Council of the City of San Rafael, held on Monday, the 4th day of December, 2017, by the
following vote, to wit:
AYES: COUNCILMEMBERS: Bushey, Colin, Gamblin, McCullough & Mayor Phillips
NOES: COUNCILMEMBERS: None
ABSENT: COUNCILMEMBERS: None
ESTHER C. BEIRNE, City Clerk
Re-Energizing the Vision and Mission for a Thriving
San Rafael Downtown in the 21 st Century.
What will downtown become as our economy
evolves and brick and mortar retailing becomes
more about the experience rather than access
to product? Will we be a destination for art and
entertainment? How will we retain our role as a
central public gathering place for our community?
How do we ensure that downtown is relevant
to the next generation of residents? How do we
effectively communicate our strengths, our history,
and our values to our residents and visitors?
In essence, these are the questions the Downtown
Business Improvement District wrestles with in our
effort to promote a vibrant downtown. Our
mission – to promote the common interest of our
business owners – can be distilled to one singular
goal: bring more visitors downtown. To achieve
this goal, we need to focus on what resonates
authentically with our community. Distill this idea
further and one lands on the heart of our efforts:
make downtown attractive, easily accessible, and a
desirable place to spend time, while doing our best
to promote our assets.
As we move into 2018, it is clear that our success
in addressing the most pertinent issues will be
achieved by leveraging our limited resources to
further our ongoing marketing, streetscape, and
placemaking efforts, working with the City, and
collaborating with partner organizations.
We encourage our members to be active participants
of this effort, whether through just a little bit of
involvement or all the way up to joining the board.
What truly matters is our members’ voices guiding us
in how best to direct our efforts.
2017 Annual Report
Jaime Ortiz,
President
BID Accomplishments 2017
Development, Organization, and Design
• The all-new BID convened fully in May and continues
to collaborate with downtown stakeholders and community
partners. Participating in mixers with the San Rafael Chamber
of Commerce, attending City meetings and events, and
assisting in City-wide outreach and marketing efforts.
• Bi-monthly happy hours are held the third Thursday
of every other month, giving BID members direct access to
the BID Board, and building relationships with members in an
informal setting. They have provided a valuable opportunity
for dialogue, and attendance is growing steaadily. In 2018,
these happy hours will be modified to include safety and
parking updates from SRPD and City representatives, and will
be re-examined for continuation or modification in July.
• Beautification initiatives
include ongoing research on the
installation of flower planters as
gateways on test blocks at either
end of 4th St., working with the
City to increase sidewalk cleaning
frequency, and the incorporation
of culture and art installations to
elevate downtown.
• The BID regularly advocates
for member initiatives and
requested changes, and is working
with the City on multiple fronts to
improve cleanliness downtown,
streetscape appeal, and safety.
• BID is a core partner in
the California Cultural District
committee, and in 2017 helped
lead San Rafael to the designation.
Board and staff are participating in
ongoing efforts to incorporate district
branding into downtown marketing, and
to support and promote related events
and businesses.
• A BID Member Toolkit is in
process, with the BId working with
the City to provide up-to-date contact
details for specific scenarios relating to
homelessness and safety, information on
parking for patrons and employees, useful
forms, and an info sheet about the BID
and available resources.
• BID worked with new businesses
and pop-up stores to promote and assist
them in establishing their presence
downtown, through events and advocacy.
Marketing & Promotions
• Members now have the opportunity to send events,
sales, and happenings to facebook@downtownsanrafael.
org, to be added to the BID content calendar and posted
on Facebook with paid boosts to share with the BID’s 3000+
followers - a continuing free service for members.
• Produced targeted marketing for members through
print and online media sources, including through the
Downtown San Rafael website, Facebook page, and local
news sources such as the Marin IJ.
• A website-revamp is in process, with the BID focused
on streamlining content for ease of access, ensuring members
and events are highlighted, and keeping information current
and relevant for visitors.
Events
• On May 6th, the BID
produced May Madness, a legacy
event focused on vintage and sports
cars which has been running in San
Rafael for 29 years, with the help
of event coordinator and host Rick
Lewis of Gold Rush Jewelers. This
year’s event garnered huge crowds
and 200 participating cars for a day
to remember.
• In September, the BID
produced Sip, Savor, Stroll San
Rafael, a fundraising event for the
Downtown Streets Team. In total,
25 merchants participated, and
the BID received positive feedback
from the 150 guests who attended,
with many stating how excited they
were to be introduced to the vibrancy of
downtown’s shops.
• October 28th marked the annual
BID-produced Trick of Treat on Fourth
Street event. This year’s event saw a huge
growth in attendance from 2016, from
400 to 600 participants, and included
a lauded performance by the San
Francisco Boys Chorus, an information
booth hosted by Foster Our Future
Marin County, a pet parade and costume
contest by Woodland’s Pet Food & Treats,
and a puppy adoption event put on by
Soft Paws Rescue Center, with the BID
distributing activity books and candy
bags to costumed children.
2017/18 Board of Directors
President:
Jaime Ortiz
Bank of Marin
Vice President:
LeAnne White
Incavo Wine Tasting &
Collective
Secretary:
Bonnie Ayers-Namkung
Marketing Communications
Treasurer:
Jed Greene
Five Corners Group
Directors:
Jeff Brusati
T&B Sports
Melissa Prandi
PRANDI Property
Management
Adam Dawson
Mike’s Bikes
Marketing, Development, and Operations
• Collaborate with City of San Rafael to implement
Shop Local campaign, including online business
directory, branding, and incorporation into
promotional brochures and advertising.
• Promote downtown and BID member businesses
through social media/online marketing and local
media.
• Produce ad booklet for advertising racks at SMART
train stations as well as regional visitor centers, hotels,
and bed and breakfasts. Booklet will feature topical
sections to create an easy resource for visitors to San
Rafael.
• Update BID website to focus on streamlining
information for visitors, highlighting member
businesses and events, and promoting
Downtown San Rafael as a welcoming
place for the community to shop, dine,
live, and work.
• Complete in-progress initiatives, including
member toolkit, bi-monthly mixers, and
branding and marketing associated with
the California Cultural District designation.
• Events: The BID has committed to
producing and/or supporting the
following events in 2018:
• May Madness, to be held on May 12th.
• A Wine Stroll event along the Fourth
Street corridor, to be held in spring.
• Bi-annual downtown sidewalk sales
throughout downtown, one in spring
and the other in fall.
• Co-pruduction with Adam Violante of
the West End Village Festival.
• Support of Downtown’s 2nd Friday Art
Walk.
• Small Business Saturday, to promote
holiday shoppping.
• A Plein Air Paint Out, inviting artists to
spend a Saturday downtown painting
in public spaces.
• The annual Trick or Treat on Fourth
Street Halloween event.
• Restaurant Week, in collaboration with
Il Davide.
• Legal compliance: Review by-laws and
proceed with needed revisions, hold
annual election, and annual member
meeting.
Downtown San Rafael BID 2018 Work Plan
San Rafael Downtown BID Budget Exhibit C
2016 Year End Fund Balance $40,808 2017 Year End Fund Balance $54,939
Revenues 2017 Programs
Year 2017
Estimated Year End 2018 Programs
Year 2018
Proposed Budget
BID Assessments $85,105 BID Assessments $87,000
Event Income - May Madness $20,026 Event Income $25,000
Event Income - Wine Stroll $12,000 Target Grant $10,000
Total Operating Income $117,131 $122,000
Expenses
Events May Madness ($15,000)May Madness ($15,000)
Trick or Treat ($1,000)Trick or Treat ($600)
Food & Wine Event ($11,000)Sip Savor and Stroll ($12,000)
West End Celebration ($3,000)Plein Air Painting ($500)
Restaurant Week ($1,000)Small Business Saturday ($1,000)
Restaurant Week ($1,000)
Second Fridays/Arts District ($2,500)
West End Celebration ($2,000)
Sidewalk Sales ($1,000)
Mixers ($500)
Events subtotal ($31,000)($36,100)
Initiatives Beautification ($5,000)
Business Workshops ($1,000)
Target Grant Expenses ($10,000)
Initiatives subtotal $0 ($16,000)
Marketing & Promotions Advertising ($14,000)Advertising/Marketing ($11,000)
Website Maintenance ($3,000)Website Maintenance ($3,000)
BID Member Communication ($2,000)BID Member Communication ($1,000)
Directories/marketing ($2,000)Member Assistance ($2,000)
Social Media ($1,000)Social Media ($1,500)
Marketing & Promotions Subtotal ($22,000)($18,500)
Operating Expenses Staffing ($30,000)Staffing ($37,900)
office rent ($3,000)office rent ($6,000)
Insurance ($4,000)Insurance ($4,000)
tele/supplies/office ($2,000)tele/supplies/office ($2,200)
profess/accounting/banking ($6,500)profess/accounting/banking ($1,500)
meeting/travel exp ($1,500)meeting/travel exp ($1,000)
other ($3,000)
Operating Expenses Subtotal ($50,000)($52,600)
Total Expenses ($103,000)($123,200)
Net Profit/loss $14,131 ($1,200)
Projected 2017 Ending Fund Balance/Carryover to 2018 $54,939 2018 Ending Fund Balance $53,739
*Target grant revenues along with matching expenses are contingent upon being awarded a $10,000 Target grant.
www.downtownsanrafael.org Phone: 415-261-7560 Email: info@srbid.org
2018 Budget
EXHIBIT B
STAFF REPORT APPROVAL
ROUTING SLIP
Staff Report Author: Danielle O’Leary Date of Meeting: 12/04/2017
Department: Economic Development
Topic: Annual Renewal for the San Rafael Downtown Business Improvement District (BID)
Subject: Resolution of the San Rafael City Council Declaring City Council’s Intention to Levy an Annual
Assessment for the Downtown San Rafael Business Improvement District.
Type: (check all that apply) ☒ Consent Calendar ☐ Public Hearing
☐ Discussion Item ☒ Resolution ☐ Ordinance
☐ Professional Services Agreement ☐ Informational Report
*If PSA, City Attorney approval is required prior to start of staff report approval process
Was agenda item publicly noticed? ☐ Yes ☐No Date noticed: ☐Mailed ☐Site posted ☐Marin IJ
Due Date Responsibility Description Completed
Date Initial / Comment
DEPARTMENT REVIEW
FRIDAY
noon
11/17
Director Director approves staff
report is ready for ACM,
City Attorney & Finance
review.
11/9/2018
☒
Early submittal, still
waiting on Annual
Report and Work Plan
from BID.
CONTENT REVIEW
MONDAY
morning
11/20
Assistant City Manager
City Attorney
Finance
ACM, City Attorney &
Finance will review items,
make edits using track
changes and ask questions
using comments. Items will
be returned to the author
by end of day Wednesday.
11/17/2017
11/20/2017
11/20/2017
☒
CA
☒
LG
☒
MM
DEPARTMENT REVISIONS
FRIDAY
noon
11/22
Author Author revises the report
based on comments
receives and produces a
final version (all track
changes and comments
removed) by Friday at
noon.
11/21/2017
☒
DO
ACM, CITY ATTORNEY, FINANCE FINAL APPROVAL
MONDAY
morning
11/27
Assistant City Manager
City Attorney
Finance
ACM, City Attorney &
Finance will check to see
their comments were
adequately addressed and
sign-off for the City
Manager to conduct the
final review.
Click here to
enter a date.
11/22/2017
11/22/2017
☒
☒
LG
☒
MM
TUES
noon
11/28
City Manager Final review and approval 11/29/2017 ☒
JS