Downtown SLO serves San Luis Obispo as the voice for downtown business. Established as a 501c6 nonprofit organization, our mission is to foster an economically vibrant downtown. Our organization is made up of the feepaying businesses within the predefined Business Improvement Area, voluntary members, and our civic collaborators, including nonprofit organizations, residents, and visitors to our downtown. We have a robust partnership with the City of San Luis Obispo and advocate on behalf of our membership as well as participate in City processes to ensure our downtown is positioned as vital to our city, county, and regional economy and identity. We drive downtown visitation through community-centered special events, like the weekly Farmers’ Market, as well as marketing and economic initiatives
• We are resilient.
• We actively promote a walkable, bike-able, accessible community.
• We cultivate sustainability.
• We value the outdoors and respect our natural environment.
• We believe that a thriving economy depends on authentic connection.
STAFF
LeBren Harris CEO
Ali Bailey
A Message From Our CEO, LeBren Harris
This year, it has been an honor to step into the role of CEO of this remarkable organization, Downtown SLO. Reflecting on my first day, I remember the excitement and energy I felt at the opportunity to lead and inspire our team, businesses, and community toward shared goals. As I look back on my journey thus far, I am filled with gratitude for the support from our business community. Downtown San Luis Obispo truly is a unique and special place.
This fiscal year has been a testament to our organization’s resilience and commitment to our downtown business owners, community partners, residents, and visitors. We bid farewell to our former CEO, Bettina Swigger, and Program Director, Whitney Chaney, who were the driving forces in steering the organization through the pandemic and into the 2020s. We are forever grateful for their leadership and committment to our downtown business community.
Our 2023–2024 Annual Report captures the collective achievements, challenges, and growth experienced by Downtown SLO’s staff, board, committee members, and volunteers. As we look ahead, our focus remains on advocating for our business members and strengthening our relationships with our partners. With your continued support, I am confident that we will reach new heights. Let us continue this journey together with enthusiasm, collaboration, and a shared commitment to making downtown San Luis Obispo an even more vibrant and thriving place!
Senior Director of Events & Fundraising
Shannon DalPorto
Senior Director of Operations & Services
Rachel Lackmann
Marketing & Communications Manager
FARMERS’ MARKET
TEAM
Niesha Johnston & Jay Nelson
Farmers’ Market Coordinators
Betty Bautista
Food Access Coordinator
Kat Smith
Info Booth Coordinator
Maggie Kovach Events Manager
Reagan Ryder Smith Farmers’ Market Manager
Kelly MacKinnon
Membership & Public Engagement Coordinator
Nat Littier
Social Media & Marketing Assistant
Charlie Carter Operations Staff
Christine Maxey & Dylan Amancio Event Assistants
Neida Palacious College Corps Fellow
2023–2024 INTERNS
Lanyssa Cantu, Grace Ryan, Noelle Wasson, Andy Cristales, Jennifer Eng
SPECIAL THANK YOU TO OUR 2023–2024 CLEAN & SAFE AMBASSADOR TEAM
DOWNTOWN SLO BOARD OF DIRECTORS
2023–2024 BOARD (APR 2023–MAR 2024)
Donna Lewis, President
Rate
Stephen Patrick, Vice President
Stephen Patrick Designs, Bladerunner Salon
Stephanie Stackhouse, Past President
The Center
Carolyn Herzog, Treasurer
Corvus Wealth Advisors, Designated Member
Courtney Kienow
Cal Poly, Designated Member
Denis Volic
Hotel SLO
Greg Holt
Big Sky Cafe
Ivy Thompson Region
James Menno
Buffalo Pub & Grill
Kevin Harris
SLO REP, Designated Member
Maryah Lilly
Bluebird Salon
Maryalice Hamilton
Blackwater
Randy Adler
Moondoggies Beach Club
Suzanne Schonig
American General Media, Designated Member
GOVERNMENT LIAISONS
Andy Pease, San Luis Obispo City Council
Greg Hermann, Deputy City Manager, City of SLO
Jeanette Trompeter, County of San Luis Obispo
2024–2025 BOARD (APR 2024–MAR 2025)
Stephen Patrick, President
Stephen Patrick Designs, Bladerunner Salon
James Menno, Vice President
Buffalo Pub & Grill
Donna Lewis, Past President Rate
Carolyn Herzog, Treasurer
Corvus Wealth Advisors, Designated Member
Ivy Thompson, Secretary Region
Courtney Kienow
Cal Poly, Designated Member
Danica Alvarez Hotel SLO
Katelyn Kaney
The Hat Bar
Mariam Ohanyan
Mareh Couture
Michelle Jenkins
SLO Children’s Museum, Designated Member
Rachel Hulburd
Ronca & Associates Law, Designated Member
Randy Adler
Moondoggies Beach Club
Samantha Welch
Blue Mango Management
Sara Vaskov
Hands Gallery
Suzanne Schonig
American General Media, Designated Member
GOVERNMENT LIAISONS
Andy Pease, San Luis Obispo City Council
Greg Hermann, Deputy City Manager, City of SLO
Jeanette Trompeter, County of San Luis Obispo
FRIENDS OF DOWNTOWN SLO BOARD OF DIRECTORS
Jules DuRocher, President
Richardson Sotheby’s International Realty
Pat Arnold, Vice President
CoVelop, Inc.
Laura Mullen, Secretary
Community Volunteer
Carl Dudley, Treasurer
Community Volunteer
Pierre Rademaker
Pierre Rademaker Design
Eric Daniels
PG&E
Samantha Welch, Liaison from the Downtown SLO
Board of Directors
Blue Mango Management
Friends of Downtown SLO is a 501c3 charitable organization dedicated to ensuring our beloved downtown San Luis Obispo is clean, safe, vibrant, and attractive.
To make a gift or donate, visit DowntownSLO.com/Donate
“Choose a job you love, and you will never have to work a day in your life.”
It’s nice to land at an organization where creativity and passion are alive and well. These past few years, it’s been phenomenal working with so many community partners and businesses who support our programs, activities, and events downtown. I truly enjoy learning about their interests, the marketing benefits that are important to their team, and finding ways for employee engagement at our special events. We are so fortunate to have such a supportive community here in SLO County. I look forward to introducing more businesses to our organization and to the Friends of Downtown SLO.
Ali Bailey
Senior Director of Events & Fundraising
FINANCIAL SUMMARY
JULY 1, 2023 – JUNE 30, 2024
While our programs and events were successful, the 2023–2024 fiscal year saw organizational transitions that led to higher administrative expenses than budgeted. As we adapted, we were able to close the fiscal year on June 30, 2024, with a nearly balanced budget.
1,095,492.75
INCOME EXPENSES
1,421,264.43
$ 1,421,977.85
FARMERS’ MARKET
San Luis Obispo’s signature event.
Every Thursday evening, between 5,000 and 10,000 locals, students, families, seniors, and visitors gather on Higuera Street to enjoy five blocks of fresh produce, music, BBQ, artisan goods, and more. Featuring over 120 vendors each week and live entertainment at every intersection, the renowned Downtown SLO Farmers’ Market is a weekly night market like no other.
Downtown SLO manages a CalFresh/EBT program, providing access to fresh, healthy food to eligible low-income individuals. Additionally, our Market Match grant allows us to increase customers’ buying power when they use their CalFresh/EBT benefits at our market. As the only night market in San Luis Obispo County, we are able to provide access to fresh fruits and vegetables to working families and students. Additionally, we partner with the SLO Food Bank’s GleanSLO program, which “rescues” fresh produce from local farms and farmers’ markets that would otherwise have gone to waste.
$802k in agricultural business activity
“Best Community Event” & “Best Farmers’ Market” — New Times
Living in San Luis Obispo and managing the Downtown SLO Farmers’ Market has given me a profound sense of belonging. Each Thursday on Higuera Street, as I get to know the vendors and see both new and familiar faces, I’ve come to realize that true connection goes beyond sharing the same area code. My passion for the Farmers’ Market and downtown San Luis Obispo deepens every day. I feel incredibly fortunate to contribute to a space where everyone is welcomed, encouraged to be themselves, and supported by one another. The Farmers’ Market is a cornerstone of our community, and our organization looks forward to continuing it for decades to come. See you on Thursday!
Reagan Ryder Smith Farmers’ Market Manager
CELEBRATING 40 YEARS
2023 marked 40 years of the Downtown SLO Farmers’ Market. In celebration of the milestone, we revisited our history by collecting and compiling snapshots and news articles that showed the origins, growth, and impact that this iconic market has on the local region and economy.
BLOCK PARTY
On Thursday, July 6, 2023, we hosted a 1980s-inspired block party to celebrate the 40th anniversary of the Market. The community was invited to compete in an all-out ‘80s karaoke contest with 93.3 KZOZ, take a moving selfie at the 360° photo booth, and share their favorite memories from over the years.
SPECIAL ACTIVATIONS
Halloween Festivities
Adorable skeletons, ghouls, goblins, and princesses (and this year, more than a few Barbies) wandered the streets of downtown SLO, collecting candy from downtown businesses and market vendors at the Annual Trick-or-Treat Trail on Thursday, October 26, 2023. Festivities also included a costume contest and “Scary-oke!” karaoke contest
Bunny Trail
Downtown SLO was hopping with families collecting candy from downtown businesses and taking family photos with Downtown Bunny at our Annual Bunny Trail at the Farmers’ Market on Thursday, March 28, 2024.
COMMUNITY OUTREACH EVENTS
Fire Prevention Night, Law Enforcement Night, and Public Works Night are all brought to you in partnership with the City of SLO, and provide an opportunity for the community to learn about and engage with public service programs.
New 40th anniversary Farmers’ Market promotional materials commemorated the milestone.
Hundreds of market-goers wrote down their Farmers’ Market memories at our Block Party, from first dates to nostalgic childhood moments.
Downtown SLO was presented with an official proclamation honoring and acknowledging the 40th anniversary of the Farmers’ Market at the August 2023 City Council meeting.
This year’s costume contest was held in Mission Plaza, allowing for a grander event presence and more space.
CONCERTS IN THE PLAZA
27TH SEASON
June 23–September 8, 2023
The 27th season of Concerts in the Plaza, presented by Sunset Honda, brought in record attendance and bar sales. The 2023 season expanded from ten to twelve weeks of free, live music in Mission Plaza, and introduced two new bands alongside ten series favorites and twelve singer-songwriter openers.
42k
estimated total attendance
100+ local musicians
685
Opening Act Reimagined
In 2024, Downtown SLO expanded the Singer-Songwriter Showcase into an Opening Act, inviting both solo and duo acts to apply and encouraging a mix of original work and covers of well-known songs.
28TH SEASON
Began June 21, 2024
In 2023, we pushed back the start time of each concert from 4:30 to 5 PM to allow more people to enjoy live music after office hours.
We couldn’t do it without our dedicated volunteers!
125+ volunteers
700+ service hours
In March, Downtown SLO announced the twelve-week 2024 Concerts in the Plaza lineup, featuring ten new-tothe-series acts.
Manuel the Band kicked off the first concert of the 2024 season with opening act Jineanne Coderre.
bikes parked at Bike Valet
47TH ANNUAL HOLIDAY PARADE
Friday, December 1, 2023
The 2023 Holiday Parade was truly “Out of this World!” Thousands of spectators gathered for an evening of cosmic holiday magic in downtown SLO.
85 entries 43 volunteers
HOLIDAY PLAZA
15,000 estimated attendees
Mission Plaza dazzled with lights, sights, and festive cheer throughout the holiday season. Families visited Santa at Santa’s House, rode the Classic Carousel, admired programmed light shows, and — new this year — took family photos in a lighted sleigh.
SANTA’S HOUSE
Oh, what fun! Santa flew in from the North Pole for his annual winter residency in Mission Plaza, bringing holiday magic to San Luis Obispo.
2.5k visits with Santa
105 volunteer elves
SMALL BUSINESS SATURDAY
OPENING DAY FESTIVITIES
Friday, November 23, 2023
Holiday Plaza & Santa’s House Opening Day Celebration
Hundreds gathered to watch Santa’s arrival to Mission Plaza and to enjoy a live performance from the SLO County Band!
Light Up The Plaza!
In the evening, the community gathered to watch as Mayor Erica Stewart and our partners switched the lights in the Plaza “on,” symbolically kicking off all of the holiday fun in downtown SLO. Performers from the Central Coast Youth Chorus sang carols, and our sponsors and community partners were recognized.
To encourage downtown shopping on Small Business Saturday, Downtown SLO distributed free “Support Local” tote bags to over 30 downtown businesses to pass out to customers. We also published an online directory of Small Business Saturday deals and happenings at those businesses.
This year, the winners were chosen based on a public vote — over 2,300 parade attendees voted online for the winners. Our People’s Choice winner was Comet Realty (above).
Our 2023 Parade Marshal was Frank DuFault, the first administrator of the Downtown Business Improvement Area (now “Downtown SLO”), and one of the key members involved in the beginning of the Farmers’ Market in 1983 (below)!
SIP ‘N’ SAUNTER
SUNDAY, MAY 5, 2024
Sip, sip, hooray! Hundreds of attendees explored downtown San Luis Obispo’s retailers while tasting some of the finest food and beverages the Central Coast has to offer at our annual Sip ‘n’ Saunter. Local wineries, beverage providers, restaurants, and caterers from around SLO County served tastings and small bites at downtown retail locations.
attendees
participating businesses
87% of ticket-holders were residents of San Luis Obispo County.
90% of ticket-holders reported that they learned about a downtown shop that they were not previously familiar with, and 80% reported that they planned to revisit a retailer because of the event.
Downtown SLO’s events are a part of the heart and soul of San Luis Obispo. We love celebrating our vibrant retailers, restaurants, and local businesses through these iconic gatherings! It is so gratifying to watch the community embrace everything downtown has to offer, whether it’s a 30+ year family tradition of taking photos with Santa or joining the party every summer Friday night at Concerts in the Plaza. Working with the team at Downtown SLO has created an incredible connection to this city, and I am thrilled to call this place home!
This year, we hosted two check-in locations; one at the Downtown SLO Office and one at Seeds on Court Street. This allowed for a more efficient check-in process and a wider dispersion of attendees across the trail.
Maggie Kovach Events Manager
CLEAN & SAFE
We are here to serve the downtown community! If you are a downtown business owner or shopkeeper, please contact our Ambassadors if you need assistance.
Our Ambassadors work to ensure that the downtown community is safe, clean, and hospitable to visitors by removing graffiti, litter, and messes. Ambassadors are out on the streets connecting the community — welcoming tourists to the area, providing directions, recommending restaurants and shops, answering questions, maintaining relationships with local businesses, and giving resources to unhoused folks.
The Clean & Safe Program is supported in-part by the City of SLO.
Our Downtown SLO Ambassadors are the unsung superheroes of our community, ensuring downtown remains clean, safe, and inviting. They tackle everything from trash and graffiti to more challenging messes, all while guiding visitors, offering recommendations, and connecting with those in need. With their adaptability and dedication, they handle it all and make a big impact every day. This year, we got a new branded cleaning cart to spread awareness about our program. We are looking forward to seeing our Clean & Safe team grow in size and scope so we can continue to maintain our beautiful downtown.
Shannon Chuises Senior Director of Operations & Services
Downtown SLO partnered with CAPSLO (Community Action Partnership SLO) to provide 8–15 hours of service by an Outreach Case Manager in the Downtown Business Improvement Area. CAPSLO specializes in providing services to individuals who are experiencing homelessness, and they operate 40 Prado Homeless Service Center.
1,073
Downtown SLO partnered with local organizations on two clean-up days in the 2023–2024 fiscal year; one in September with EcoSLO, and one in April in partnership with Love SLO. Thank you to everybody who joined! To sign up for updates on future volunteer opportunities, visit DowntownSLO.com/Subscribe
Four portable toilets were positioned throughout downtown on high-impact holiday weekends, including Halloween, Cal Poly Commencement, and St. Patrick’s Day. Thank you to our Downtown Environment Committee for providing this service.
ENGAGEMENT & ADVOCACY
Downtown SLO staff regularly audit and track vacancies and new businesses to ensure that data is accurate.
Vacancy rate tracks street-level storefronts.
Vacancy rate is calculated by storefront, not by area. Data is an average of the 23–24 fiscal year.
VACANCY/VIBRANCY DASHBOARD COMMITTEES
Parking & Access
The Parking & Access Committee reviews parking changes. This includes topics such as parking rates, parking signage, downtown customer and employee parking programs, communication strategies, and more. The purpose of the committee is to advocate for parking and access opportunities for all users of downtown.
Downtown Environment
Downtown Environment Committee members come together to address ways to keep the downtown public spaces clean, safe, and attractive. This group discusses topics such as beautification efforts, general cleanliness, major construction projects, nightlife, crime prevention, and homelessness.
Events & Fundraising
The Events & Fundraising committee evaluates and discusses events and placemaking activities downtown, designing ways to invite contributions and resources to improve those activities.
BUSINESS NEWSLETTERS
This year, we re-strategized our member emails to get the most important information to the businesses first and prioritize action items. This resulted in a 6% increase in average open rate.
new businesses opened
8.7%
average vacancy rate
ADVOCACY
Parking Rate Study Task Force
In July 2023, at Downtown SLO’s request, the City Council approved a Parking Rate Study to begin in 2024. Composed of business members, Downtown SLO staff, and community stakeholders, the Parking Rate Study Task Force was formed as a consult to the City of San Luis Obispo as part of the study. In early 2024, with the help of Downtown SLO and the Parking Rate Study Task Force, feedback from over 2,800 community members was collected and recommendations were formed.
In April 2024, upon completing the study, various recommendations were presented to the Task Force and the community. After deliberation, the Task Force and Downtown SLO recommended City Council adopt the lowest possible rates while discontinuing free Sunday parking and the first hour free in the structures. This decision balanced the community’s desire for lower rates with the need to maintain fiscal sustainability for the parking fund. At the City Council meeting on Tuesday, May 14, 2024, Downtown SLO’s recommendation was approved and went into effect in early July 2024.
Now in my second year as the Membership & Public Engagement Coordinator for Downtown SLO, I have taken a more hands-on role in member communications, our committees, board meetings, and task forces. Getting to know the diverse and passionate business members of our downtown has been a blessing, and I am continually impressed with our community’s commitment to improving downtown for locals and visitors alike. This passion played a huge role in the success of our advocacy efforts to lower downtown parking rates, one of my favorite accomplishments in my role to date. It couldn’t have happened without each and every one of you! I look forward to the coming year as I continue to focus on membership and more member-centered events and educational opportunities.
Kelly MacKinnon Membership & Public Engagement Coordinator
Photo courtesy of the San Luis Obispo Chamber of Commerce.
Numbers represent data captured between July 2023–June 2024.
DOWNTOWNSLO.COM
SOCIAL MEDIA INSTAGRAM
@DowntownSLO — 26,849 followers (+7,671)
Top Pages — Farmers’ Market, Concerts in the Plaza, Holidays
Top Audiences — San Luis Obispo, San Jose, Los Angeles
Blog
19 new blog posts featured over 79 downtown businesses, with articles ranging from womenowned businesses to study spots.
139k emails opened
Downtown SLO sends out a weekly newsletter every Thursday, filled with upcoming events, shopping and dining guides, relevant news and updates, new businesses, and more. Sign up at DowntownSLO.com/Subscribe
Over the 2023–2024 fiscal year, we’ve seen significant growth in engagement on all of our digital marketing channels, and were able to expand our reach to highlight more downtown businesses than ever before. We’ve leaned into a more playful and casual online presence that resonates with our audiences and captures the spirit of San Luis Obispo. Looking forward, we’re making way for more storytelling pieces, shopping and dining guides, and far-reaching marketing campaigns that showcase the downtown experience and our local businesses. With such a lively and creative downtown community, promoting our district is a joy!
Downtown SLO has a weekly radio presence with American General Media on five local stations (98.1 KJUG, 92.5 The Krush, 920 KVEC, 93.3 KZOZ, and Coast 104.5), promoting Farmers’ Market and other events.
TV
Downtown SLO has a robust partnership with KSBY, who generously run commercials for special events.
Print
Downtown SLO places ads in several local newspapers and publications across the county, including New Times SLO and the Santa Maria Sun.
Downtown SLO spotlights specific businesses and events downtown through a series of ongoing digital marketing campaigns.
• 89 businesses featured
• 290k combined views on Instagram reels
• 24 businesses featured
• 196k combined views on Instagram reels
These reels include a weekly lineup of events and happenings in downtown SLO.
• 312k combined views on Instagram reels
PLACEMAKING & DEVELOPMENT
[A] Downtown SLO manages the Downtown Banner Program, an opportunity for nonprofit and not-for-profit organizations to promote an event or exhibit that impacts downtown San Luis Obispo. Six local organizations showcased banners on downtown streets this fiscal year. To learn more about our banner program, visit DowntownSLO.com
[B] In October 2023, Downtown SLO updated the Points of Interest maps around downtown with more locations and a QR code to view the map online.
[C] In February 2024, Downtown SLO staff attended the West Coast Urban District Forum in San Diego, CA. The team presented about the Downtown SLO Farmers’ Market at an informational session about collaboration in events.
[D] In March 2024, we hosted our 2024–2025 Board of Directors at Region Event Center for a comprehensive and informational retreat.
[E] In April 2024, Downtown SLO partnered with the San Luis Obispo International Film Festival and downtown businesses to develop a pilot “Walk of Fame” program to commemorate their 30th anniversary. 17 retailers decorated their front window displays with film inspirations, and sidewalk stickers marking the trail of participants lined the streets.
THANK YOU TO OUR SPONSORS & COMMUNITY PARTNERS.
The following businesses and organizations sponsored events and provided in-kind support from July 1, 2023–June 30, 2024. We’ve done our best to include all of our sponsors and community partners. Please contact us at ReachUs@DowntownSLO.com if you have questions or are interested in becoming a sponsor.
IN ORDER OF CASH VALUE
CONTRIBUTED IN THE 2023–2024 FISCAL YEAR:
City of San Luis Obispo
Dignity Health
Sunset Honda
Cal Poly
Toyota of SLO
Rate
Thoma Electric
Ah Louis Store
Tenet Health Central Coast
Swinerton
Friday Night Lights Youth Flag Football League
Firestone Walker Brewing Co
The San Luis Obispo Collection
Wilde Wealth Management
Pacific Western Bank
SLO Credit Union
SLO Cal Roots
CoVelop, Inc.
Corvus Wealth Advisors
SLO Cider
County of SLO Board of Supervisors
Wallace Group
Nordstrom Rack
RRM Design
PG&E
Lola & Ivy
Sunrun
Eighty20 Group
Ashley & Vance Engineering
American Riviera Bank
Woodstock’s Pizza
Quesadilla Gorilla
Megan’s Organic Market
Hotel San Luis Obispo
SESLOC Credit Union
Aspen Dental
Dunites
Sun Day Carwash
Luna Red Restaurant & Bar
Studio Prime Architecture
New Heights Ventures
Insomnia Cookies
Injectors Direct
Coastal Pediatric Dentistry
Central Coast Gymnastics
Avila Valley Barn
ASAP Movers
Moondoggies Beach Club
Jamba
F. McLintocks
Avanti
7 Points
Puzzle Effect
First 5 SLO County
Region
SLO REP
The Bunker SLO
Ronca & Associates Law
Novo Restaurant & Lounge
Astound Business Solutions
Mareh Couture
IN-KIND
City of San Luis Obispo CoVelop, Inc.
Bill Gaines Audio
The San Luis Obispo Collection
Lamplighter Inn & Suites
Souza Construction
San Luis Garbage
Cuesta Springs Ice
Meathead Movers
InHouse Private Security
Harvey’s Honey Huts
Poor Richard’s Press
Avila Traffic Management
MEDIA
American General Media
KSBY
New Times SLO
Santa Maria Sun
Big Big SLO
Downtown SLO works in close partnership with the City of San Luis Obispo. Thank you to the City Council and staff for your ongoing support of our programs and services.
