Downtown Santa Monica
a year in review
annual report
2010/2011
Downtown Santa Monica
mission statement
4
introduction
6
On behalf of the City of Santa Monica,
and coordination of programs, projects and
to promote economic stability, growth
services designed to benefit the community
and community life within Downtown
as a whole; which includes Downtown
Santa Monica through responsible
businesses, property owners, residents
planning, development, management
and visitors.
district objectives
28
prospects
30
financial report
8 enhanced maintenance 10 brand, identity and marketing 20 ambassador program 26 special projects
32
who we are
Downtown Santa Monica
a message
The past year has been productive, exciting, and full of changes for Downtown Santa Monica. The biggest change we undertook was streamlining the identity of our organization and the district to better reflect the area. We retired the name Bayside District Corporation and Bayside District and we are now named Downtown Santa Monica, Inc. and Downtown Santa Monica (DTSM, Inc. and DTSM). This is a momentous occasion and we plan to maximize the status of our District as a world-class Downtown. Signs of economic recovery were evident in the number of new businesses that now occupy key locations in Downtown and in the resurgence the opening of Santa Monica Place and The Market has brought to the area. Capturing the right tenant mix is a key ingredient to the continued success of Downtown and we will continue to assist property owners locate and lease to businesses that bring new flavor and enhance the use of Downtown. We understand the urgency to improve parking and traffic circulation in the Downtown core and they continue to be top priorities. Working with our City partners, we have begun to implement short and long-term solutions to address these issues. We are focused on the redevelopment projects that are slated for Downtown Santa Monica including the City-acquired land at 4th/5th and Arizona, the arrival of the Downtown Santa Monica Expo Light Rail terminal, the rebuild of Parking Structure 6 and movie theatre development. We have also been supportive of the reinvestment in several hotel projects in the District. These projects will span over many years and though we must be prepared to brace for the construction period, upon completion, each of these major redevelopment projects promises to be a wise long-term enhancement to the functionality of the area. Our marketing and public relations programs have maximized our visibility and provided strategic partnerships, helping our Downtown businesses to thrive. The Downtown Santa Monica Brand Study resulted in a fresh outlook and approach to market ourselves as a downtown community and we look forward to continued implementation of this program. Our Downtown continues to be a clean, safe place to live and visit. Our Ambassador and Maintenance programs play a big role in this. Last year, Downtown Ambassadors assisted over 182,000 people, many of which were Santa Monica residents and local employees. They advised smokers of our local outdoor smoking laws, gave directions, jump-started cars and provided safety escorts to and from vehicles. DTSM’s Maintenance team worked side by side with the City’s crews to scrub sidewalks, remove graffiti and pick up trash. In the upcoming year, we will continue to care for a Downtown that is welcoming to all. We strive to nurture and preserve a place that is truly Everyone’s downtownSM, one that builds traditions and keeps Downtown Santa Monica a wonderful community to live, work and visit. Thank you for your continued partnership and we look forward to another ardent and industrious year. Sincerely, Kathleen Rawson CEO
Bill Tucker
BOARD CHAIR
3
introduction Downtown Santa Monica
a new direction Downtown Santa Monica, Inc. (DTSM, Inc.)
Another key objective for the year was to look at
oversees the day-to-day operations in Downtown
a comprehensive vision plan for Downtown Santa
Santa Monica including the Ambassador and
Monica. This vision identifies opportunities to
Enhanced Maintenance programs, management
improve the district in areas that include access,
of capital improvements, marketing, events,
improved pedestrian orientation and to address
film shoots and special projects.
crucial issues that influence small businesses. DTSM has continued to be at the crux of the
Last year, Downtown Santa Monica focused
major development and redevelopment projects
on implementing the new brand identity for
that are in the pipeline. It is imperative that
the district and repositioning the area as a
Downtown Santa Monica remain engaged and
true urban Downtown community, not just an
help maneuver the timing as well as, ultimately,
entertainment district. DTSM unveiled the new
secure the successful outcome of these projects
logo and will soon launch a new comprehensive
that will have a lasting impact on the district.
website, creative grass root initiatives and an advertising campaign that reinforces the
The DTSM Board of Directors maintains this
Downtown Santa Monica Brand Strategy.
vision for Downtown in partnership with the City, guiding the course and ensuring that we can continue to enjoy living, working and celebrating our community.
DISTRICT MAP
SIXTH STREET
COLORADO
P
BROADWAY
SANTA MONICA BLVD
WILSHIRE BLVD
ARIZONA AVENUE
SEVENTH STREET
ZONE 3
FIFTH STREET
ZONE 2 FOURTH STREET
P1
P9
P3
Parking Structure
Parking Structure
Parking Structure
P7
P5
Parking Structure
P10
Parking Structure
Parking Structure
SANTA MONICA PLACE
MAIN ST
P8
Parking Structure
1 Block To The Pier & Beach
ZONE 2
A FW Y
P6
Parking Structure
BROADWAY
SECOND STREET
SANTA MONICA BLVD
P4
Parking Structure
UCLA Family Commons
ARIZONA AVENUE
WILSHIRE BLVD
Attendant on duty
P2
Parking Structure
S A N TA M O N I C
ZONE 1
PROMENADE
COLORADO
THIRD STREET Bhaki Yoga
Tunnel
OCEAN AVENUE
el nn
Tu
Palisades Park
P
PACIFIC COAST HIGHWAY 1
P
P PIER
1
5
district objectives Downtown Santa Monica
keeping a promise When Downtown Santa Monica, Inc. (DTSM,
The four primary objectives in the DTSM
Inc.) proposed the new District plan in 2009, we
plan included enhanced maintenance,
promised a cleaner, more friendly and attractive
elevated marketing and events, a Downtown
Downtown. We are proud to deliver on our
Ambassador Program and improvements
promise. Today, Downtown Santa Monica and
through special projects.
Third Street Promenade have weathered the national economic downturn with stability
In the following pages, we have summarized the
unheard of in other urban districts and we
results from the second year of implementation
maintain a healthy district that is clean, safe
of the new Downtown Santa Monica structure.
and welcoming to residents and visitors alike.
“ The success of Downtown Santa Monica plays a major role in the overall economic health and energy of our city. Over the next five years, we will begin an ambitious mix of major public and private reinvestments that will transform this area. As our Downtown continues to grow and evolve, we are committed to working with our partners at Downtown Santa Monica, Inc. to sustain our thriving, first-rate community.� Rod Gould CITY MANAGER, CITY OF SANTA MONICA
2
1
ENHANCED MAINTENANCE
BRAND, IDENTITY, MARKETING
3
AMBASSADOR PROGRAM
4
SPECIAL PROJECTS
7
Downtown Santa Monica
enhanced maintenance Downtown Santa Monica teams work together
and special maintenance projects in Downtown.
with the City of Santa Monica to sweep,
Daily maintenance includes pressure washing,
scrub and power-wash sidewalks and parking
sweeping, scrubbing, pan and broom, and
structures. Our maintenance teams also remove
trash removal. Special projects consist of tree
litter and graffiti and improve the appearance
trimming, electrical and plumbing services, and
of all public spaces in Downtown. In addition
painting. DTSM also coordinates with the City
to managing the enhanced maintenance
in its management of vendors contracted to
budget, DTSM works with the City of Santa
assist the City with maintenance needs. These
Monica Community Maintenance Department
vendors include: landscaping, vector control,
to ensure the completion of daily maintenance
and fountain maintenance.
“ With 50,000 people working and visiting Downtown each day, it is a challenge to keep our sidewalks and parking structures clean. Our Downtown is busier than ever and yet we have been able to make a noticeable impact in cleanliness through our maintenance enhancement program. By upgrading our maintenance standards, we have made a prudent investment that keeps our Downtown district ahead of the competition. Allan Golad Senior Vice President, Douglas Emmett Management, LLC
objective 1
1,648 instances of graffiti, 14,317 pieces of debris and 1,975 flyers/stickers were removed.
ACCOMPLISHMENTS, FY 2010/2011 GENERAL MAINTENANCE FREQUENCIES AND ACTIVITIES
MANAGED MAINTENANCE ISSUES IN FY 2010/2011 2,268
3X / DAY Walk structures removing loose trash and debris Empty structure trash and replace trash can bags Clean and maintain structure restrooms Clean and maintain elevator interiors
4,768
Zone 1
*
Zone 2
DAILY Spray and wipe down signage in structures Spray and wipe down handrails in structure stairwells Spray and wipe down trash can surfaces Mop structure stairwells, restrooms, landings and lobby areas Spray and wipe walls in structure restrooms, lobby areas, stairwells and landings Report non-functioning lights in structure, including elevators
Zone 3 11,920
*
PRESSURE WASHING IN DOWNTOWN
WEEKLY Clean and deodorize trash can liners
ONCE / MONTH
CONTINUOUSLY
Zone 1
Remove graffiti, flyers, and handbills from structures (emergency maintenance such as spill clean-ups are required and are attended to immediately)
ONCE / MONTH Parking structures 1-6, 9 and 10
* includes restocking hand towels and other sanitary supplies
ONCE / TWO MONTHS Zone 2 AS NEEDED Downtown Hotspots (areas of need)
City of Santa Monica handles pressure washing for Zone 3. * The Macerich handles maintenance for Parking Structures #7 and #8.
before and
after
9
Downtown Santa Monica
brand, identity, marketing The Marketing Department at Downtown Santa
DTSM is launching this new name and identity
Monica, Inc. (DTSM, Inc.) works to promote the
through media outreach, creative grass roots
whole of Downtown Santa Monica and key sub-
campaigns and a new advertising campaign
brands including the world-renown, pedestrian-
and website slated to launch in FY 2011/2012.
only Third Street Promenade, Santa Monica Place
DTSM also identified key community-minded
and Fred Segal. Brand stability, community-
events to further emphasize the message that
focused events, strategic media outreach and
Downtown Santa Monica is a welcoming, urban,
effective marketing to locals, visitors and
beachside community.
employees continue to be the primary focus. Social networking has proven to be an affordable, This year, DTSM completed a brand name and
efficient means to reach a targeted audience
identity study that determined the most effective
of loyal Downtown Santa Monica fans. DTSM
and fitting brand identity for the area is simply
focused on expanding and monitoring all of our
and aptly Downtown Santa Monica.
social media platforms.
“ The new identity establishes the Downtown Santa Monica area as a dynamic and community-minded urban destination. It provides our organization the ability to focus new awareness campaigns that speak to the diverse aspects of Downtown as well as the many initiatives our organization oversees to ensure the long term vitality of this area.� Todd Flora Chair of the Brand, Image & Marketing Committee, Downtown Santa Monica, Inc.
objective 2
DowntownSM.com received
13.6 million hits and 320,000 unique users.
GOALS AND OBJECTIVES, FY 2010/2011 brand, identity and marketing GOALS AND OBJECTIVES
• Create and maintain a strong brand image for Downtown Santa Monica as a thriving urban community • Encourage consumers to enjoy local Downtown Santa Monica experiences and traditions • Manage public perception of the district via a tactical communications plan • Take an active role in the community through strategic partnerships with various local organizations and businesses • Assist area businesses in promoting their products and services
bayside district corporation’s brand ANAlysis BRANDING STUDIES
Bayside District Corporation completed a brand study with branding/design firm Shook Kelley that explored fundamental questions relating to Bayside District, such as: • What do you stand for? • What do you believe in?
• How do you add value to people’s lives? • How do you change the world for the better?
It also observed people who live, work and visit Bayside District and the perceptions they hold about this place. From this research, Shook Kelley was able to outline problems and potential problems that the District is experiencing or might experience in the future. Those insights helped form a comprehensive brand strategy that Bayside District adopted to provide a more meaningful, authentic experience to locals and visitors, ultimately benefitting the entire Santa Monica community.
BRAND STRATEGY SIX KEY AREAS OF FOCUS 1 Organizational Management
While Bayside District Corporation has a strong and highly capable reputation, it is imperative to consider structural remedies that lend focus to strategic planning, brand stewardship and brand experience alignment. 2 Experiential Development While Bayside District provides a clean, safe, predictably pleasant experience, it is important that it also relates more closely to the original core meaning and archetype of the place, as well as evolves that meaning over time to stay socially relevant. Key areas of focus should be spreading “walkability” or “promenading” to all areas of the district and creating District boundaries.
3 Reputation Development
Find effective ways to assess, monitor, correct and shape the reputation of the District not only through positive media impressions, but also through a balanced combination of substantive change and vision communication tied closely to Experiential Development projects. 4 Community Advocacy Take an even more proactive role in leading the way on issues, initiatives and activities of stakeholders, local citizen groups and surrounding organizations.
5 Economic Development
Create and maintain the right kind of balanced economic environment to promote the success and prosperity of the entire community with close observation combined with careful intervention. 6 Cultural Development Find creative ways to celebrate the history, practices, traditions and ceremonies of the Santa Monica community.
then and now
11
BRAND STRATEGY (CONTINUED) AN IDENTITY SHIFT
The first order of business was to realign the identity of the area. Bayside District has very little significance or brand equity with the general public. Bayside conducted an identity study and officially changed its name to Downtown Santa Monica, Inc. (DTSM, Inc.). The new name clearly represents the needs and concerns of all the Downtown stakeholders it represents. The name change is only one step in a major effort to re-position Downtown Santa Monica, including everything within the District’s expanded boundaries. As the strategy reflects, most local residents and visitors differed in their perceptions of the Downtown area. The District must “reframe” its image, expanding from “a shopping mall” identity (focusing on Third Street Promenade/Santa Monica Place) to more of an “urban community” and a “true downtown.” In addition to the new name, DTSM, Inc.’s Board of Directors approved additional changes that include a newly designed logo and tagline that reads, “Everyone’s downtown.SM”
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IMPLEMENTING BRANDING RECOMMENDATIONS In addition to the identity shift, DTSM has begun implementation of the six key recommendations from Shook Kelley’s brand strategy study. The board committees have been restructured to focus on “strategic-level brand steering and alignment.” The new committees: • District Issues • Parking, Access and Circulation • Major Development • Brand, Image and Marketing In the upcoming fiscal year, DTSM will continue the work of honing the Downtown Santa Monica brand by focusing on infrastructure improvements to Downtown that include marking the District boundaries as well as identifying ways to spread “promenading” throughout the area. Downtown Santa Monica, Inc. will also unveil exciting new brand-minded programs and events that build tradition and a sense of community, an expanded public relations and social media initiative, a redesigned website and a creative advertising campaign.
PUBLICITY AND COMMUNICATIONS Key coverage DTSM received, FY 2010/2011 (Continued)
THE FUNCTIONS OF MEDIA RELATIONS
The primary function of DTSM’s media relations program is to generate positive coverage for the area through strategic media placement. This year, DTSM focused on securing coverage of Downtown Santa Monica in key regional, national and international outlets.
Downtown Santa Monica has also been featured in blogs.
Downtown Santa Monica, Inc. Brand Launch ICE Santa Monica Popsugar City, January, 2011
Key coverage DTSM received, FY 2010/2011
Downtown Santa Monica has been featured in national and international magazines as well as national and local newspapers. 36 Hours In Santa Monica, CA The New York Times, Travel, October, 2010
ICE Celebrity Patrons, Star Magazine, December, 2010
Just Chillin’ In Icy California Financial Times, November, 2010
18 Things To Do In LA Self Magazine China, June, 2011
Santa Monica Farmers’ Market iVillage Beauty & Style, September, 2010
ICE-Portraits of Hope People, January, 2011
GLOW Culture, September, 2010
13
WEBSITE AND SOCIAL NETWORKING WEBSITE AND SOCIAL NETWORKING PLAN
DTSM Marketing utilized Facebook, Twitter, YouTube and Foursquare to build a loyal following of people that use and frequent the area. This form of marketing provides Downtown Santa Monica with an immediate, direct path to a warm consumer mix that includes locals, visitors and employees of the area that have stronger shared purchasing power.
ACCOMPLISHMENTS, FY 2010/2011
• DowntownSM.com received 13.6 million hits and 320,000 unique users • DTSM acquired 1,835 Facebook Fans and 2,715 Twitter Followers • DTSM averages 1,300 Foursquare check-ins a month for Downtown Santa MonicaThird Street Promenade (42/day if averaged monthly) • DTSM acquired 2,712 YouTube views on its channel
DTSM Facebook Account
DTSM Website, DowntownSM.com
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DTSM Twitter Account
information resources MONTHLY PUBLICATIONS
It is important to maintain communication with community stakeholders, residents and merchants. DTSM Marketing keeps the public informed of Downtown news through various printed pieces. Each of these pieces will be redesigned or renamed to reflect the new brand image for Downtown Santa Monica.
QUARTERLY PUBLICATIONS
Each quarter, DTSM publishes 50,000 copies of the Directory Guide, formerly known as the BayINsider. This four-color magazine includes a directory of all the businesses in Downtown, a map of the area and calendar of events. It is distributed by Ambassadors to visitors on the street, to Downtown merchants, hotels, services and attractions in Santa Monica. Regionally it is distributed at hotels and information centers. Santa Monica is home to more than 90,000 people, and a world-class business and leisure paradise for 5.78 million annual visitors. These visitors spend $1.3 million a day in Santa Monica stores—$468 million annually. $778,000 is spent on food and beverages every day, totaling $248 million per year, making the Downtown Santa Monica Directory Guide a crucial tool to guide them around the area.
BEAT, January, 2011
The Memo, May, 2011
BayInsider (Volume 2) becomes a new Directory Guide (Volume 3, Issue 1)
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marketing programs REACHING TOURISTS
To reach tourists, DTSM partnered with LA Inc. and the Santa Monica Convention and Visitors Bureau through a co-op ad presence in the Official Visitors Guides for Los Angeles and Santa Monica, respectively. DTSM also continues to be the first and only Downtown organization to hold an umbrella membership with LA Inc. securing visibility for all Downtown Santa Monica businesses to the visitor market.
reaching locals
DTSM continues to ask locals to ‘Think Santa Monica First.’ The mantra has gained momentum with the first Buy Local Expo and Buy Local Day hosted on Third Street Promenade. The Buy Local program also provides businesses a platform to network, creating cross-promotional opportunities amongst businesses as well as business districts in Santa Monica. Buy Local Campaign Ad Downtown Santa Monica, Inc.
DTSM, Inc. Visitor Rewards Book 2011 Downtown Santa Monica Co-op Ad Santa Monica Visitors Guide 2011
POW WOW 2011
In FY 2010/11, DTSM hosted several familiarization tours for travel agents and tour operators from all over the world. DTSM also traveled to International POW WOW, the largest international trade show for inbound travel product in the United States. DTSM partnered with the Santa Monica Convention and Visitors Bureau in their booth and conducted nearly 100 appointments.
DTSM, Inc. and Santa Monica CVB, POW WOW 2011 Booth
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Buy Local Campaign Ad Santa Monica City Partnership
marketing programs (CONTINUED) reaching businesses
Merchant meetings are an effective way to help Downtown Santa Monica, Inc. understand the issues and needs of local businesses. This year, DTSM Marketing hosted quarterly merchant meetings to discuss hot topics and to inform businesses about DTSM’s efforts. DTSM has developed a section called “For Merchants” on the new DowntownSM.com website to post important announcements and serve as an information portal to downtown businesses. In addition to these efforts, Marketing continues to schedule regular one-on-one visits with merchants in order to strengthen relationships.
REACHING DOWNTOWN EMPLOYEES
Employees can enjoy the perks of working in Downtown. Many businesses in the area offer discounts as a thank you to employees that frequent their businesses. This program has been very successful over the years and continues to gain traction. Employee Discount Handout BEAT, October, 2010
Merchant Meeting Downtown Business Owners
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downtown santa monica events ICE at santa monica
For the past four years, Downtown Santa Monica has been the home to ICE at Santa Monica, an 8,000 square foot outdoor ice skating rink made of real ice. This community rink is located in the heart of Downtown and has quickly become a cherished pastime in Santa Monica. Each year, DTSM seeks corporate partnerships to enhance the experience at the rink site. This year, ICE at Santa Monica was sponsored by Herbal Essences who brought color to the rink by partnering with Portraits of Hope. Ed and Bernie Massey founded Portraits of Hope, continuing their utilization of art and poignant visual imagery for large-scale projects of social consequence. Developed initially for seriously ill and physically disabled children, the 501 (c)(3) program conceives and develops one-of-a-kind motivational art projects that merge the production of dynamic public art works with creative therapy for hospitalized children and civic education for students of all ages. Everything on the rink site was painted by the Massey brothers and children from the Special Olympics, Braille Institute, Boys and Girls Club and Shriner’s Hospital of Los Angeles.
Winterlit Celebration AND Tree Lighting
Downtown Santa Monica continued its 4th annual Winterlit celebration with a day filled with free family-friendly activities and culminating with the annual Tree Lighting ceremony and concert featuring Jessarae and co-headliners Jared Lee and Tyler Hilton. This year, Winterlit paid special tribute to the arts in the Santa Monica community and included numerous art-based activities and local performances. The day’s community-centric activities included culinary demos from renowned Santa Monica chefs from The Lobster, Bar Pinxto, and Locanda del Lago, holiday story-time reading and book signing of “Five Little Peppers” with children’s author, Diane Namm, ornament decorating and face painting. Performing arts include the Santa Monica High School Orchestra, Fancy Feet Dance Studio and “Mrs. Scrooge” The Musical by West of Broadway. Holiday festivities continued into the evening with a traditional Menorah Lighting ceremony at dusk followed by the world’s largest community dreidel spin.
These types of partnerships not only make ICE at Santa Monica stand apart from other seasonal rinks in the area, but also help garner additional media attention, raising awareness of Santa Monica’s beloved rink.
Winterlit 2010 celebrations and performers
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ICE Opening, 2010 5th and Arizona
EVENTS, SAMPLINGS AND FILM SHOOTS OUTSIDE EVENT AND FILMING REQUESTS
One quality that makes Downtown Santa Monica and Third Street Promenade unique is the experience that the area offers consistently to its visitors. On any given day, a visitor to Third Street Promenade may encounter an event to launch a hot ticket item or sample a new sunscreen or breakfast bar. It’s likely that they might run into a filming for an upcoming movie, commercial or even be asked to participate in an on-camera interview. All these encounters are part of DTSM’s strategic experiential marketing plan, which helps to enhance the overall experience and keep Downtown Santa Monica distinct.
EVENTS AND FILMINGS, FY 2010/2011 MONTH
EVENTS
FILMINGS
July 2010
10
7
August 2010
4
12
September 2010
4
8
October 2010
5
5
November 2010
8
10
December 2010
3
3
January 2011
4
5
February 2011
7
8
March 2011
6
8
April 2011
1
10
May 2011
2
5
June 2011
7
10
FY 2010/2011 TOTAL
61
91
Jamba Juice Promotion, Third Street Promenade
Mini Cooper Promotion, Third Street Promenade
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Downtown Santa Monica
ambassador program Downtown Ambassadors provide a welcome
also serve as restroom monitors in the premier
face for the District and help businesses, locals
restrooms located in Parking Structure #4.
and visitors. The Ambassador Program deploys
Ambassadors are deployed throughout Down-
hospitality guides throughout Downtown to
town, with a frequency that corresponds to
provide the following services: concierge
the three zones of service in Santa Monica.
services for Downtown users, maintenance
Ambassadors are on foot and on Segway®,
reporting as well as incidental clean up for
where allowed, and wear distinctive clothing
issues like flyers, handbills, stickers, and loose
that maximizes their visibility as well as
debris, and to serve as witness to “quality of
complements overall Downtown marketing
life” issues that need to be reported to the
efforts. This program continues to be a
Santa Monica Police Department. Ambassadors
great success.
“ The Santa Monica Police Department works closely with Downtown Santa Monica, Inc. and the Ambassador Program. The Downtown Ambassadors provide additional eyes and ears in the District helping to create a more welcoming environment to all that come to this area.” Tim Jackman CHIEF OF POLICE, THE CITY OF SANTA MONICA
objective 2
Ambassadors had
2,720 interactions regarding information related to Santa Monica Place.
ACCOMPLISHMENTS, FY 2010/2011 AMBASSADOR HOSPITALITY INTERACTIONS PER ZONE
AMBASSADOR QUALITY OF LIFE INTERACTIONS PER ZONE
6,495
*
116 23,304 Zone 1
278
Zone 2 107,255
AMBASSADOR ASSISTS
Zone 2
Zone 3
• Ambassadors escorted 748 visitors, residents and employees to their cars or a specific destination • Ambassadors helped 1,624 people find lost vehicles; sometimes including a jumpstart, in the fourth quarter alone
Zone 1
875
Zone 3
abandoned items, aggressive panhandling, illegal vending, lost and found, * includes public disturbance, public substance abuse, and sleeping
other ambassador quality of life INTERACTIONS
• Filming without a Permit • Performing without a Permit • Sampling without a Permit • Smoking
assisting our patrons
• Pigeon Feeding • Rollerblading, Skateboarding, Bicycling • Street Performer Interactions
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ThANK you notes from patrons • Jeannette,
SANTA MONICA, CA
• Ann,
Malibu, CA
Hi,
Hello!
I am a long time resident of Santa Monica and over the years have seen many changes and not all of them for the best. To me, it seemed like Santa Monica had lost that “small town” feel and I have been very sad about this.
I drove down the coast in heavy traffic to walk around the promenade. I was desperate to find a restroom. I went to one restaurant after the other and was turned down flat.....it was unbearable and I finally went into a southwestern restaurant and said I would buy lunch when I came out of the rest room they were rude and said I had to order before I went in. I was willing to buy lunch.
On Saturday I went out for a walk and in the last minute stuck a credit card and license in my pocket – just in case. I was upset when I returned home to discover my driver’s license had fallen out of my pocket. I was alarmed and was only slightly hopeful of having it returned and I planned a Monday trip to the DMV. I was beyond thrilled to return home on Sunday evening and find an envelope and with my license in it. Apparently two Santa Monica angels found it and hand delivered it!! I want to thank Shana Gadlin and Erika Arulante for going the extra step of actually delivering my license to me. They didn’t have to do that, they could have sent a notice, or mailed it..but, I did not have to worry one more hour more than I already did. Thank you, thank you thank you..my faith in little (now big) Santa Monica has been restored. I will never forget what your two ambassadors have done and I will indeed pay it forward.
SANTA MONICA, CA
I greatly appreciate seeing cleaning crews in the parking lots every time I come to my Yoga session. This morning around 7:50 I ran across Kales mopping out the elevator. On my way back to my car he was in the stairway scraping the floor. He said good morning and I told him that earlier I had got a traffic ticket so my morning wasn’t so good. But seeing him cleaning where I usually step over puddles made the morning a lil bit better..........Thank you Mr Clean!! Rachel
Smiling and lovely he called Niki to get me to the closest one. Along the way we ran into 2 Welsh tourists that were in the same boat. Niki cheerfully took them along as well. What a fantastic service this is........it’s amazing. I don’t know what the man’s name was I saw first but both he and Niki are an asset to your organization. They are genuine and nice and very helpful. Thanks Ann
BestJeannette
• RACHEL,
I finally left and turned to Third Street Promenade off of Santa Monica. I saw a smiling young man who was an Ambassador.......I was almost in tears by this time and asked if he knew of a restroom????
• Jeanne,
We were visiting the Promenade in Santa Monica earlier this month for our first time. Upon entering Third Street I voiced an “open question” about the barriers blocking cars from entering. Immediately, a nice young woman replied having overheard my conversation. She was polite, engaging and informative. We then asked about locations for the restrooms. And to our amazement she walked us all the way to them while explaining various things about Santa Monica! So, please, extend our appreciation for such wonderful hospitality from the group from Boston on 6/4/2011. Sincerely, Jeanne
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HOLLISTON, MA
Ambassadors at work • Russell,
London, England
Hi Stephen, I hope you’re well. My girlfriend and I have just returned to London following a holiday in California. One stop we made in the state was in Santa Monica. When we arrived, we were struggling to find the best place to stay and somewhere that matched our budget. We were delighted to discover the Ambassador Program, which is a fantastic idea especially for tourists arriving in the area for the first time. I would like to mention that Ceasar and particularly Herschel were extremely helpful and friendly. With their support we were able to find the perfect place to stay (we had a range of criteria to talk through with them) and they really helped take the stress out of finding a hotel in a place unfamiliar to us. Please do pass on our congratulations to them. Many thanks Russell
• Raimie,
LOS ANGELES, CA
To Whom It May Concern: I misplaced my car yesterday, August 29th, in the parking structure just north of 2nd and Wilshire. I have only praise for how polite and helpful three people were: first, the man cleaning the area that radioed for assistance; second, the man working behind the “ambassador desk” on the lowest level and Timothy, the wonderful young man that walked around and found my car, carried my bags, and could not have been sweeter. All three of these young men went out of their way to assist me, and not leave me feeling like an “older woman” who was losing it. Such a wonderful service, which I hope I will not need to utilize in the future. Thank you, Raimie
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meet your ambassadors
Morning Shift Front Row (L-R): Samonica, Susan, Paulita, Lacresha Back Row (L-R): J.P., Carlos, Herschel, Chris, Johnathon, Yves
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Scott Crandall
REGIONAL VICE PRESIDENT, Block by block
Evening Shift (L-R): Calvin, Vincent, Charles, Elliott, Niki, Raquel, Ebony, Mike, John, Jerell
Paulita Elliot
OPERATIONS manager
Maintenance crew at work
Maintenance Crew (L-R): JosĂŠ, Arturo, Cat, Walter, Ricardo, Anthony
Vincent Green
OPERATIONS SUPERVISOR
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Downtown Santa Monica
special projects This year, Downtown Santa Monica, Inc. (DTSM,
New Downtown Bike Racks
Inc.) focused on three major special projects in
DTSM oversaw the installation of nearly 200 new
areas that required care.
bike racks in Downtown Santa Monica. The new racks provide much needed bike parking in the
Downtown Infrastructure Enhancements
district.
DTSM seeks to refresh the area by enhancing the infrastructure such as the backlit directories,
Downtown Painting Projects –
landscaping, light poles, and our overall lighting
Streets, Promenade and Parking Structures
scheme. DTSM is also reviewing larger infra-
Downtown hosts millions of people a year.
structure improvements on the north end of
In an effort to keep the area welcoming and
the district, such as street medians on Wilshire
maintained, DTSM painted light poles, directories
and width of sidewalks on the south end of the
and utility boxes in Downtown as well as many
district, near the Expo Light Rail terminus on
surface areas in the Downtown structures.
Colorado.
“ I enjoy having a business in Santa Monica—first the city is well run and cares about small business people. Second, it is my hometown and it’s like making your own home a little better. It’s a great downtown with great community supporters and organizations and I am very proud I can be a part of it.” Raphael Lunetta Owner, JiRaffe
objective 4
359,073 people used the monitored restrooms in Parking Structure #4.
GOALS AND ACCOMPLISHMENTS, FY 2010/2011 DTSM INC. MONITORS THE MANAGEMENT OF THESE PROJECTS
PARKING AND ACCESS EFFORTS
• 2nd and 4th Street lighting program • 4th/5th and Arizona redevelopment • Seismic retrofit of Parking Structure #2 • Planned demolition, redesign and rebuild of Parking Structure #6 • General parking operations and maintenance in Downtown • Promenade vending cart program • Implementation of Palisades Garden Walk and Civic Center Improvement Plan (projects outside the District) • Research, development and implementation of the new Downtown Ride shuttle
Downtown Santa Monica continues efforts to mitigate access and parking congestion in Downtown Santa Monica through a variety of avenues. This year, DTSM worked closely with the City of Santa Monica to implement the Interim Parking Plan. Strategies for this plan include:
DOLPHIN CHANGE GRANT PROGRAM • Since 1993, DTSM has been responsible for collection and dissemination of the dollars generated by the Dolphin Change Program. This program has provided the Santa Monica community and visitors a means to give responsibly to established social service organizations that help the homeless. This year, DTSM awarded two grants of $5,000 to Common Ground and Step Up on Second at the Westside Shelter and Hunger Coalition Breakfast Event. Since its inception, the grant program has awarded a total of $166,000 to local social service agencies.
• Researching and establishing a comprehensive vehicular and pedestrian wayfinding system for parking and points of interest • Continuing efforts to identify available parking spaces to the visiting public • Relocating a minimum of 200 existing monthly parkers out of the public structures to the Civic Center Parking Structure • Using the city-acquired 5th and Arizona land as a surface parking lot until the site is redeveloped • Managing the timeline for the reconstruction of Parking Structure 6 and the conversion of Parking Structure #3 into an AMC Theatre • Identifying ways to increase access in and around downtown via bicycle, transit, vehicles and on foot • Working with the Expo Authority and the City of Santa Monica toward implementation of the light rail system • Monitoring the Walker Parking Implementation Plan
CHRYSALIS TEAM MAINTENANCE
• Our Chrysalis Team works throughout Downtown to perform maintenance tasks such as cleaning spills, picking up debris and removing large graffiti tags
focused on improvement
27
prospects Downtown Santa Monica
what’s next?
The past year has been full of significant
minimize any negative effect to the surrounding
accomplishments and hard work. Downtown
businesses during the construction period.
Santa Monica, Inc.’s (DTSM, Inc.’s) Board of
DTSM is committed to guarding this process and
Directors and staff have been dedicated to
keeping the Downtown community informed and
enhancing and refining existing assessment and
prepared for potential impacts.
programming. With the local economy showing signs of improvement, DTSM remains focused
Parking and circulation continue to be key issues
on creating a strong foundation for a vibrant
affecting our Downtown. In partnership with the
Downtown community.
City, DTSM remains committed to successfully implementing and overseeing the interim plan
At the forefront, DTSM continues to take a
to ease access for patrons to this area during the
proactive stance on the major development and
period of construction for Parking Structures #6
redevelopment projects already in the pipeline
and #3.
that promise to enhance our Downtown. We will continue to provide the enhanced level We consistently keep two issues top-of-mind:
of service in operations, maintenance, hospitality
First, timelines must be carefully considered,
and marketing, and work together with the City
managed and maintained. Second, there must be
and District stakeholders to keep Downtown Santa
careful mitigation of traffic and circulation to
Monica a thriving urban beachside community.
FY 2011/2012 GOALS
MAJOR DEVELOPMENTS
• Advise the City in matters related to any long-term planning and zoning issues, retail mix, streetscape and capital improvement projects, public parking projects, signage, specific discretionary planning and zoning cases, and developmental strategies in order to enhance the economic vitality of Downtown to benefit local residents and continue to serve as a community resource • Oversee the Downtown Infrastructure Improvement Project • Work closely with city staff to update the Downtown Specific Plan in accordance with the newly adopted Land Use and Circulation Element (LUCE)
BRAND, IDENTITY, MARKETING
• Organize, advise, and/or conduct strategic marketing and advertising campaigns that support the brand strategy of Downtown and benefit the area • Organize, advise, and/or conduct promotions and special events that attract and benefit residents, customers, and visitors to Downtown and reinforces the authenticity that the district is a thriving urban community • Organize, facilitate and oversee filming and special events in Downtown, including city-wide events with Downtown impact
DISTRICT ISSUES
Old Library Demolition 5th/Arizona Improvement Project
OPERATIONS
• Oversee the enhanced maintenance program for Downtown • Manage an ambassador program as defined by the Property Based Assessment District • Serve as liaison with other local governmental and professional organizations that require information on the development or current operations of Downtown • Administer and/or provide enhanced services and other activities for Downtown as determined by the DTSM staff and Board of Directors consistent with the DTSM, Inc. Operational Plan
• Upon the request from merchants, property owners, or residents within Downtown, advocate and implement additional measures of service(s) in Downtown that are not covered by the assessment districts and business improvement areas in place as of June 24, 1998 • Assist in the identification, location and development of new businesses in Downtown that may enhance its economic vitality • Advise the City on operational issues involved in management of Downtown, including but not limited to, leasing and management of City-owned property, maintenance and security concerns, parking operations, vending cart operations, outdoor dining, and the City’s Farmers’ Market program • Advise merchants, property owners, and others with business interests in Downtown on private property issues including, but not limited to, retail mix, merchandising, maintenance, and security concerns • Serve as an advocate on behalf of merchants, property owners, tenants that lease City-owned real estate, and the general public on issues that affect the continued vitality of Downtown
parking, access and circulation
• Oversee implementation of the interim parking strategy in partnership with City staff. • Collaborate with the City in developing the long-term parking and circulation strategy for Downtown. • Provide input and assist in implementation of the parking and circulation elements that will be developed as part of the Downtown Specific Plan.
29
financial report Downtown Santa Monica
a wealth of value Downtown Santa Monica and the Third Street
that follow reflect DTSM’s budget allocations
Promenade have weathered the national
and financial position that have supported our
economic downturn with stability unheard of in
programs in both FY 2009/2010 and
other urban districts. The financial statements
FY 2010/2011.
STATEMENT OF FINANCIAL POSITION june 30, 2011
june 30, 2010
Cash/Cash Equivalents
$734,204
$958,054
Certificates Of Deposit
$2,731,580
$2,728,123
$368,141
$362,584
$3,833,925
$4,048,761
$3,028,355
$3,326,407
$805,570
$722,354
$3,833,925
$4,048,761
Property/Equipment TOTAL ASSETS Liabilities Total Net Assets TOTAL LIABILITIES AND NET ASSETS
BUDGET FY 2010/2011
STATEMENT OF ACTIVITIES JUNE 30, 2011
june 30, 2010
$4,903,724
$4,709,224
$712,383
$451,249
TOTAL REVENUES
$5,616,107
$5,160,473
Economic/Business
$277,898
$259,401
$1,906,500
$1,312,983
$221,527
$209,136
Ambassadors
$1,247,672
$1,563,452
Maintenance
$1,238,328
$954,015
Management/General
$385,810
$354,844
Special Projects
$170,593
$159,091
Homeless Support/Programs
$73,875
$61,178
Dolphin
$10,688
$51,500
$5,532,891
$4,925,600
Assessment Revenues Other Revenues
Marketing/Promotional Operations
TOTAL EXPENSES
31
who we are Downtown Santa Monica
a collaborative effort Downtown Santa Monica, Inc.’s (DTSM, Inc.)
assessment under the Downtown Santa Monica
Board of Directors is comprised of 13 volunteer
Property Based Assessment District, select six (6)
members of the community representing a wide
Directors.
array of the stakeholders in Downtown. The City Manager of the City of Santa Monica Directors are selected for terms of four (4)
or his/her designee serves as the 13th Director.
years beginning July 1st of each year. Directors
Pursuant to the State of California PBAD
serve no more than two (2) consecutive terms.
legislation, DTSM is subject to disclosure and
The Santa Monica City Council selects six (6)
notification guidelines set by the Ralph M. Brown
Directors, and the owners of property, subject to
Act and California Public Records Act.
DOWNTOWN SANTA MONICA, INC. COMMITTEES • Brand/Image/Marketing Meets first Tuesday of the month at 9:30AM
• District Issues Meets second Tuesday of the month at 9:30AM
• Major Development Meets third Tuesday of the month at 9:30AM
• Access/Circulation/Parking Meets fourth Tuesday of the month at 9:30AM
• Executive Committee Meetings scheduled as needed
• Finance Meetings scheduled as needed
Board meetings are held the fourth Thursday of each month at Downtown Santa Monica, Inc.’s offices located at 1351 Third Street Promenade, Suite 201.
BOARD OF DIRECTORS
Bill Tucker
Barbara Bryan
Patricia Hoffman
VICE CHAIR
VICE CHAIR
Johannes Van Tilburg
John Warfel
VICE CHAIR
Tucker Investment Group, LLC
Interactive CafĂŠ
VICE CHAIR
Santa Monica Resident
Van Tilburg, Banvard & Soderbergh, AIA
Metropolitan Pacific Capital Inc.
Rob Rader
Bruria Finkel
Todd Flora
BOARD MEMBER
Allan Golad
Chris Mobley
BOARD MEMBER
Todd, Ferentz, Schwarcz & Rimberg, LLP
Artist and Curator
IBM
Douglas Emmett Management, LLC
Community Corp. of Santa Monica
Elaine Polachek
Doug Roscoe
Barbara Tenzer
City of Santa Monica
Santa Monica Place
Tenzer Commercial Brokerage Group Inc.
BOARD CHAIR
SECRETARY / TREASURER
BOARD MEMBER
BOARD MEMBER
BOARD MEMBER
BOARD MEMBER
BOARD MEMBER
33
STAFF
Debbie Lee
Andrew S. Thomas
CEO
DIRECTOR OF MARKETING AND COMMUNICATIONS
DIRECTOR OF OPERATIONS
Mackenzie Carter
Alex Acuna
Stephen Bradford
Kathleen Rawson
MARKETING AND EVENTS MANAGER
34
OPERATIONS MANAGER
VENUE MANAGER
Ashley Walkley
Linn Wile
SENIOR MARKETING AND COMMUNICATIONS MANAGER
EXECUTIVE ASSISTANT
Kathrin Larson
Megan Furey
ADMINISTRATIVE ASSISTANT
ADMINISTRATIVE ASSISTANT
Downtown Santa Monica
looking forward
PrinteD in the USA on Recycled Paper
DTSantaMonica Channel
Downtown Santa Monica
Third Street PromenadeDowntown Santa Monica
@DTSantaMonica
Downtown Santa Monica, Inc. 1351 Third Street Promenade, Suite 201 Santa Monica, CA 90401 310.393.8355 | F: 310.458.3921 info@downtownsm.com
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