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HomeMy WebLinkAboutED BID Update 2013CITY a Department: Economic Development 3*d Agenda Item No: gen FMeeting Date: December 16, 2013 Prepared by: Thomas Adams, ED Specialist City Manager Approva7;.4M*eJb SUBJECT: Business Improvement District Update RECOMMENDATION: Receive information on the status of the San Rafael Downtown Business Improvement District. BACKGROUND: The City Council appointed the Downtown Business Improvement District Board (BID) as the advisory board for the Downtown Parking and Improvement District, which was formed in 1982. Since the District's formation, the City has collected BID fees as part of the business license issuance and annual renewal process then forwarded these monies to the BID. At its May 20, 2013 meeting, City Council voted to expand the BID to encompass a larger section of downtown and include new members. The new BID structure includes new assessment rate formulas, as well as other changes. To implement these changes to the BID, the City Council repealed San Rafael Municipal Code Chapter 10.08 entitled "Downtown Parking and Business Improvements Area" and added a new Chapter 10.09 entitled "Downtown San Rafael Business Improvement District". This City Council action created the new BID, established the BID levy for the upcoming 2014 year, and defined which businesses would be covered by the new 2014 assessment. This report will provide the City Council with an update on the transition from the old BID boundary and rules to the new 2014 BID organization. There were approximately 120 businesses located in the old downtown BID which covered ground floor Fourth Street fronting businesses between Lincoln Avenue and E Street. The new BID area covers approximately 710 businesses in an expanded area from Heatherton through the end of Fourth Street on the West End. The new BID also includes upper floor businesses and the section of B Street between Second Street and Third Street. Since the new BID was created in May of this year, the BID has been in a transition period of winding down operations of the old BID and preparing for the implementation of the new 2014 BID. During this interim period, the BID Board and the Executive Director have been working hard to encourage greater participation and establish the ground work for a new expanded BID. Council Meeting: 30 IF > Disposition: 6-40 t all) t7zi LvLx_OL__ LOC Downtown San Rafael BID 2013 Programs & Accomplishmentl • Researched BIDs and developed proposed work plan for ex- pansion based upon the priorities of an expanded business district. • Produced communications pieces for prospective BID mem- bers on expanded BID goals and proposed programs. • Held several informational meetings on BID expansion pro- posal for office tenants. • Guided organization through successful expansion of BID. • Utilized Email and Constant Contact newsletters to reach BID members and communicate programs. • Recruited four new board members & created new board packet to be distributed January 2014. • Held bimonthly board meetings to keep BID moving forward during transition. Reestablished monthly meetings begin- ning in September. • Held first member mixer at Fenix in March in which over 50 people attended. Held a second successful mixer at Rafael Film Center in August, sharing vision for engagement of new members. Established plans for quarterly mixers in 2014. • Continue to build engagement among business owners with routine communications, door-to-door presence and monthly committee meetings. • Engaged professional bookkeeper for 2014 financial man- agement. =A • Conducted Business Issues Survey in January with a focus on the impact of transient street population in Downtown. Reported results to Business Issues Committee and SRPD. • Held our first Safety Meetings for Downtown businesses and Police and Service Agencies. These served as the kickoff to monthly meetings with SRPD representatives and establish- ment of our Safety Committee. • Met biweekly with "Thursday Morning Group" on homeless issues, bringing downtown business concerns to service providers and to work toward identifying potential improve- ments in service delivery in County. • Established positive relationships with St. Vincent De Paul and Ritter Center staff to ensure open dialogue and build collaborative efforts to mitigate impact of service centers in downtown. Held informative meetings about regulation of massage parlors, with plans to follow up routinely in 2014, beginninol Parking and Transportation Established monthly committee meetings with Parking Services Manager and facilitated discussion of parking meter improvements and parking master plans, keeping merchant concerns in forefront. Recommended keeping garage parking most affordable option, and using metered parking to effectively manage space turnover. a Negotiated improved holiday parking program extending free 3 -hour parking to all city parking lots. 0 Began discussion of improved employee parking, pay -by - phone options and discounted pre -paid "smart cards"for 2014. 0 Initiated review of bike parking toward goal of establishing downtown as the most bike friendly city in Marin. a Proposed introduction of Bike corrals or parklets on Fourth Street to increase bike parking and increase pedestrian friendliness. Currently polling business owners to gauge support fora pilot program. • Facilitated meeting with Business owners surrounding Cijos Lot to review proposed parking lot re -pavement & design. Public works modified several design components based on merchant requests. • Managed Lindaro Parking lot program, providing up to 85 parking permits for downtown employees, while generating critical operating funds through 2013. Streetscape • Established Streetscape Committee for the purpose of im- proving common areas of downtown. • Worked with City to pursue replanting of tree wells, follow- ing demonstration corner initiated by BID property owner. Plan continuing improvements with BID member support. • Established relationship with Downtown Streets Team (DST) to maximize attention to BID corridor while supporting DST with additional opportunities. • Worked with City to address issues of unsightly newspaper racks. City created a new program to manage new racks, which are being installed in December 2013. • Requested City to utilize beautification funds to replace leaking, unsightly trash cans. Currently working with City staff to identify attractive and functional receptacles for 2014 installation. • Worked with City staff on modifications to banner program and initiated plan to create a community-based banner art program, in collaboration with artists from Art Works Down- town and Fortnight Collective, for the purpose of engaging the community back into downtown (expected to introduce first quarter, 2014) • Collaborated with Shelly Jackson (formerly of Marin His- tory Museum) and brought idea of "The Mothering Tree"to Fortnight Collective artists to bring interactive "Mothering Tree"to City plaza in honor of Mother's Day. The community response was powerful and positive. Over 1000 leaves were added to the tree in one week. Generated positive media coverage in Marin IJ and Patch. Secured commitment from parking services to direct a percentage of parking meter funding back into BID for streetscape improvements. Planning to fund increased side- walk steam cleaning in 2014 to benefit entire BID district. Events 10 Surveyed BID members after 2012 Taste of Downtown. Based upon input, board voted to table event for 2013, preferring to create a fresh event for downtown, or bringing it back only when resources can deliver a great event. Created a"Sweetheart Scavenger Hunt" in February in part- nership with Marin History Museum. Both merchants and participants praised event. Produced 2013 May Madness event. Invited Davidson Middle School Marching Band to participate, initiating effort to establish stronger community connections to event. After compiling post -event merchant surveys, Board voted to produce May Madness in 2014, continuing to fine tune with intent to make it more relevant to younger demographic. Moving event to May 31, eliminating conflict for merchants for Mother's day weekend. Secured $5000 from the Target Funds for West End mer- chants for events in 2013. Funded West End Village Celebra- tion and West End street banners for January 2014. In 2012, sent out a pre -market season survey to BID mem- bers to solicit input to City Council on Thursday Night's Farmers Market. Succeeded in incremental quality improve- ments in market, including removal of "tube sock"vendor. Market Manager has brought more organic vendors to market and is working to improve overall quality of market. Introduced a new Second Fridays'event as an overlay to Art Works Downtown's Second Fridays Art Walk. Produced successful "Latin Flavors on Fourth ""Feast on the Piazza,""A I - most Midnight in Paris" (which included an attention grab- bing poodle parade!} "Fall Harvest Evening and Flash Sale." Closing out year with Holiday Cheer event on December 13. Goal is to create multiple areas of interest on Second Fridays to create critical mass in downtown one evening a month. Produced annual Trick or Treat on Fourth event -from Heatherton to West End. Collaborated with HeadsUP foundation on "Shop Local For Schools" providing funding for advertisement and assisting with adventure passport program. "Mothering Tree"Project served as a promotion for Shop- ping downtown for Mother's day - advertisements were placed in Marin Ij and through many email distribution lists. Established a Downtown San Rafael Facebook page show- casing photos from events and communicating ideas about downtown. Cross promoting downtown businesses and events through FB, building a community of followers for Downtown. Sponsored Mill Valley Film Festival with commitment from CFI's Director of Development to work together in 2014 to increase co -promotional opportunities. Subsidized 4 full-page ads in Marin IJ welcoming Italian Street Painting to Downtown, providing members a sig cant discount on color display ads. Met with Dominican University to build stronger connec- tion to Downtown for students and faculty. Reintroduc- ing Dominican Discount Program Penguin Pals." Created downtown guide for students. Program will be strengthened in early 2014. Subsidized holiday advertising opportunities in Marin IJ and Pacifc Sun for all downtown merchants. Economic Development • Reached out to restaurant broker to introduce BID as re- source for prospective tenants. • Advocated for proactive retail recruitment effort for Down- town with Economic Development Manager. Arranged an introduction to a retail recruitment specialist for built -out downtowns and Main Streets, with whom we expect to be working in 2014. • Set foundation for working with Economic Development to fund retail recruitment research and identify niche market opportunities for downtown. General Advocacy • Sent Survey to BID members on feedback on City's proposed no -smoking ordinance. Notified Businesses of City's proposed polystyrene food packaging prohibition. Participated in monthly Business Issues Committee with City Manager, Mayor, Council, Chamber of Commerce. • Kept issues of sidewalk cleanliness, proliferation of massage parlors, transient street population and parking at forefront of all discussions with City staff and service agencies. Board of Directors (interim) as o December 2013 1 President Andre Sisneros - Gamescape North Vice President Kyle Hixon - Fenix Secretary Stan Gibbs - Art Works Downtown Treasurer Greg Gener - First Bank Directors Ashley Applegarth - WestAmerica Bank Joel Eis - Rebound Bookstore John Godsey - Fourth Street Press Tim Hedrick -Weir Andrewson Architects Mike Lamorte- Napoli Restaurant Forrest Manning - Double Rainbow Patricia Stevenson - Headlines Salon In February 2014, a slate of candidates will be presented to a// members for election at the General Membership Meeting in March, establishing a new board for the BID. As the BID serves as an advisory board to the City, the elected board will presented to City Council, with a board approved work plan for 2014,, represen to tive of the priorities of the expanded Business Improvement District. The Work of the BID will be carried out through committees tasked with prioritizing initiatives and programs. All BID members are encouraged to participate in a committee that is tasked with issues of interest to them, or to which they feel they can contribute talents and expertise. The Committee meeting times and places will be posted on the BID website and are always open to members and guest attendance. Safety/Hospitality - How inviting and safe does downtown feel to visitors and those who work in downtown? The BID will work closely with the City., police department and service providers to address issues of safety, as well as fund projects that directly enhance the streetscape. The BID will also work closely with the Downtown Streets Team to ensure business interests are represented and we will work together to maximize the effectiveness of this new program in the downtown. Approximately 20 percent of the BID Assessments will be allocated to streetscape improvement. Our Streetscape Committee is proposing supplemental sidewalk cleaning, a community -wide street banner design project, and a design competition for a pilot "parklet" project for 2014. Parking and Transportation - Easy public access and consumer -friendly parking remains a priority concern for downtown businesses and the BID will continue to meet monthly with Parking Services to ensure future investments in parking technology meet all stakeholder interests. Priorities for the Parking Committee will be reviewing new parking meter utilization, monitoring citation rates, working with Parking Services to improve employee parking options and affordability, and will explore pre -paid meter cards at reduced rates. Additionally, establishing a bike -friendly downtown and connecting downtown to the transit station are vital to maximizing downtown economic vita I ity. Marketing and Promotions - Downtown must reclaim its birthright as the heart of the community and that requires tending to safety., attracting and retaining strong businesses and establishing a top -of -mind loyalty among our City's residents. The BID will dedicate approximately 20 percent of assessments to marketing and promoting our local businesses throughout the year. Branding, mobile and online presence, print advertising and direct promotions are all important aspects to BID marketing and will require a phased -in approach guided by priorities identified by the sub committee. An updated website, utilizing carryover funding from 2013, is a priority to maximizing member and community connections. Member hosted BID mixers will also foster engagement and building a sense of community. Events — Attracting the community into downtown must iii ongoing effort and even planning will range from small, low cost events such as Second Friday activities, to large festivals such as May Madness and holiday -themed celebrations. Events will be designed to maximize participation and exposure to local businesses while having the broadest appeal to our community. In 2013, the board committed to producing the 2014 May Madness event to ensure BID members retained a strong voice in the event. We look forward to a return of the February Scavenger Hunt, Second Fridays, Holiday celebrations – and new non- street closure events geared to bringing families into downtown on a regular basis. Economic Development - The BID will work closely with the Economic Development Department, downtown property owners and leasing agents to attract solid businesses with a goal of strengthening the mix of retail, restaurant and entertainment venues. Establishing the BID as a resource for existing businesses and prospective businesses are equally important in the effort to sustain and grow the downtown economy. The BID will facilitate member -to -member communication and collaboration, in an effort to cross -promote businesses and to collect factual economic data on the health of our downtown economy. Organization Perhaps the most critical aspect of the BID's work plan will be developing effective communication between the BID and our members. An improved website that contains a members -only section providing routine access to all meeting agendas and minutes, a member -to -member forum, and monthly electronic newsletters, and occasional mailed communications will be critical to building the engagement that will be necessary to effectively represent our members interests. Building engagement is our number one priority in our first year of operation under the expanded BID. Following the National Trust for Historic Preservation's Main Street Program model as a guide will provide a solid foundation upon which the BID can flourish, as it depends not only upon BID members, but also upon building community engagement – a critical component to fulfilling the vision of downtown San Rafael returning to its historic role as the heart— and soul of our City. 2014 BID Preliminary Budget 2013 BID Fund Balance - Carry Over $67,r000 Lindaro Parking Lot Rent - accrued liability -7000 Net carry over funding $60,000 BID Assessments $ 94,000 (Jan -April) Lindaro Parking Lot $ 15,000 *May Madness Income $ 20,000 Income & grant based on historical *Target Grant - May Madness $ 10,,000 experience Expenses Events: (45,,000) *May Madness *Note: May Madness production costs Trick or Treat average $30,000, and goal is for event Second Fridays to be cost neutral based on anticipated West End Village Fest income and Target grants totalling New Event $30,000 Marketing & Promotions Advertising Website Revision Maps/directories Member communications (19.1000) Streetscape & Safety $ (19r000) Supplemental sidewalk cleaning Banner program Beautification projectl Operating Expenses Lindaro Lot Expenses $ (3p500) Salary $ (44,,000) payroll taxes & admin $ (5,1000) office rent & equip $ (6,000) Insurance $ (31000) Misc. office/support $ (51000) professional bookkeeping $ (41500) Total Expenses $ (154,000) Net Profit/loss $ (15,000) Shortfall funded by 2013 carryover funding $ 15,,000 El Reserves 45,000 INSTRUCTIONS: FMOT1101 CITY OF SAN RAFAEL USE THIS FORM WITH EACH SUBMITTAL OF A CONTRACT, AGREEMENT, *RDINANCE OR.RESOLUTION BEFORE APPROVAL BY COUNCIL / AGENCY. Thomas Adams dolvall li� 111 lllll 11111i UTMI[an-1 Economic Development 12/6/13 SRCC AGENDA ITEM NO. 3, d DATE OF MEETING: 12/16/13 BUSINESS IMPROVEMENT DISTRICT UPDATE bepa'Kenf Head (signature) (LOWER HALF OF FORM FOR APPROVALS ONLY) APPROVED AS COUNCIL /AGENCY AGENDA ITEM: /zj 2zz'&L City Manager �(s"Jl g n" a t u r e) 5 APPROVED AS TO FORM: Liv City Attorney (signature)