2O25 ANNUAL REPORT
ABOUT DTLA ALLIANCE
Founded in 1998, the DTLA Alliance has been a catalyst in Downtown Los Angeles’ transformation into a vibrant 24/7 destination. A coalition of more than 2,000 property owners in the Downtown Center, the DTLA Alliance members are united in their commitment to enhancing the quality of life in the Downtown Center, a now bustling commercial and residential hub in the heart of the city which includes Bunker Hill, the Financial District, and the Jewelry District. From 24/7 safe and clean operations to a range of economic development initiatives, marketing programs, and community events, the DTLA Alliance helps a vibrant community of business leaders, retailers, artists, and residents reach its full potential.
DEAR DOWNTOWN STAKEHOLDER
2025 was a year of challenges and triumphs –starting with catastrophic wildfires, followed by upheaval related to immigration policy and protests, and culminating with a groundbreaking on the $2.6-billion LA Convention Center expansion and a second consecutive Dodgers World Series Parade. Through it all, the DTLA Alliance played a steady and impactful role.
This was the second year under our new strategic plan, which guides and grounds our efforts. This is evident in the new traditions we established, as well as the fresh energy we brought to older ones. We hosted the 2nd annual edition of our Trends & Outlook Breakfast, while also producing bigger, better versions of our 17th annual Dog Day and 18th Halloween Festival for Kids. All told, we produced nearly 60 events and opportunities for our stakeholders to engage.
We launched entirely new ventures, like our Big Art, Bigger Dreams public art mural program, and expanded existing efforts, like adding Broadway to our café streetlighting program. We established a new Hotel Stakeholders group to support the hospitality industry in advance of major events, completely redesigned the Do Business Here section of our website, and updated our Office, Retail, and Hospitality reports. While cleaning the District is nothing new for the operations team – clearing debris and ash from wildfires, and trash and graffiti from immigration protests, was.
In challenging times, communication is key in supporting local businesses and visitation and we addressed this first following the fires with our DTLA Here & Now campaign, and subsequently with a DTLA is Open campaign after the civil unrest. Through it all,
Adam Daneshgar Chair, DTLA Alliance Board of Directors
we expanded our consumer, business, and community audiences on the web and in social media, as well as through our industry-leading newsletters and public relations program.
Downtown’s residential, retail, and hospitality sectors all showed improvement in 2025, and the office sector began to stabilize. We welcomed many new restaurants to what has become a dynamic culinary scene, and the arts & culture sector redoubled its commitment to DTLA, with both The Broad Museum and Colburn School undergoing major expansion projects.
As the year drew to a close, we developed DTLA Path of Progress, a public-private initiative to improve public safety and the Downtown experience. By bringing together resources from the DTLA Alliance and partners across the Downtown community, we are linking key locations with safer, cleaner, and greener streets, public spaces, and transit hubs. We also opened a new chapter in our ever-evolving story with the establishment of a 501(c)(3), the DTLA Alliance Community Trust (“DTLA ACT”).
While 2025 was uniquely difficult, the DTLA Alliance seized the moment with commitment, flexibility, and enthusiasm, keeping a clear focus and pivoting where necessary. The organization’s guiding principles – Improving the Place and Experience; Building Community and Coalitions; and Telling the Story and Shaping the Narrative – continued to inform and inspire our work.
With the pandemic in the rearview mirror and LA28 on the horizon, DTLA is poised for the next phase of its transformation as a vibrant 24/7 mixed-use neighborhood and global destination for arts, culture, and entertainment, and the DTLA Alliance is solidly positioned to help make it happen.
Suzanne Holley President & CEO, DTLA Alliance
STRATEGIC PLAN
In 2024, the DTLA Alliance began implementation of our new Strategic Plan, developed the previous year with leading urban consultant, MIG, our Board of Directors and staff, with input from partners and stakeholders in key sectors of the Downtown ecosystem.
GUIDING PRINCIPLES
The strategic plan defines three Guiding Principles that provide a strategic focus for the organization’s key Goals, Strategies, and Actions. Those principles: Improving the Place and Experience, Building Community and Coalitions, and Telling the Story and Shaping the Narrative, grounded and guided our efforts across our areas of focus—from Operations, Placemaking, and Marketing to Economic Development and Advocacy. Several of the “Big Moves” identified in the strategic plan became central to our work this year, including beginning a 501(c)3 organization to diversify funding opportunities.
The Vision and Strategy Framework diagram provides a high-level overview of the Strategic Plan components. The Vision Elements and Guiding Principles are supported by specific goals that align with the BID’s program areas. The goals are supported by detailed strategies and actions that are focused on implementation. All of the components of the Strategic Plan steered the work of the DTLA Alliance in 2025, and will continue to guide our efforts moving forward.
VISION AND STRATEGY FRAMEWORK
Improving the Place and Experience
Provide effective, efficient, and highly recognized safety, maintenance and outreach services to ensure a welcoming environment for workers, residents, and vistors.
Make DTLA the place people want to be for a range of beautiful, dynamic public spaces that surprise and delight with art, lighting, technology, and activations.
Building Community and Coalitions
Promote DTLA as the region’s most exciting urban experience – a bustling, cool, innovative, and creative place in which to live, work, shop, and play.
Telling the Story and Shaping the Narrative
Ensure that DTLA remains the premier choice for office, residential, hospitality, retail and cultural investments, employment, and commerce.
Coordinate with agencies and partners to advance policies, regulations, and initiatives that promote the economic, social and environmental success in DTLA.
BIG MOVE: Diversify
DTLA ALLIANCE COMMUNITY TRUST
The DTLA Alliance Community Trust, a 501(c)(3) organization was founded to advance the goal of the DTLA Alliance Strategic Plan. This nonprofit organization seeks to preserve, enhance, and improve the central district of downtown Los Angeles through placemaking, cultural events & activities, and innovative partnerships to foster the well-being of the community.
The DTLA Alliance Community Trust, or “DTLA ACT”, offers philanthropic giving opportunities as the charity of choice for engaged citizens who care deeply about the vitality and competitiveness of Downtown Los Angeles. Current sponsorship activities include community events such as DTLA Dog Day, Halloween Festival for Kids, DTLA Movie Nights, holiday activations, and various public realm improvements.
Keeping the District Safe and Clean
OPERATIONS
TKEY OPERATIONS
STATISTICS
28,948
Calls for service
121, 863
District issues addressed 657
Homeless services provided
he DTLA Alliance takes pride in ensuring that the District remains vibrant and welcoming by providing safe and clean streets. To achieve this, the Safety and Clean Team is committed to providing supplementary services to those who live, work, play, and visit the 65-block District and is accessible to the public through a dispatch center, which is manned 24 hours a day, 7 days a week. In 2025, the Team addressed 121,863 District issues, including 28,948 calls for service. Additionally, the PATH (People Assisting the Homeless) outreach team provided 657 support services to those experiencing homelessness and connected 19 individuals to housing services.
SAFETY
The DTLA Alliance contracts for safety services through Allied Universal Services (AUS). Safety Team members are trained on a variety of topics, including enhanced customer service, assisting those in need, and Management of Aggressive Behavior (MOAB), which uses de-escalation techniques to achieve peaceful resolutions. They act as a deterrent for illegal activity, provide assistance to individuals and properties in need, and report maintenance-related issues. They are the eyes and ears of the District, patrolling 24/7 on bikes, on foot, and by vehicles, and work in close partnership with LAPD to support the safety of all who live, work, and play in the neighborhood.
SAFETY AWARNESS MEETINGS
In partnership with CD14, LAPD, LA Metro, and People Assisting the Homeless (PATH), we presented safety awareness meetings for residents and office workers in multiple locations throughout the District.
OPERATIONS
REQUESTING SERVICES
Our Safe and Clean App, along with our newly launched service request web portal, gives Downtown residents and workers additional tools to report issues to DTLA Alliance.
OPERATIONS
MAINTENANCE
To ensure the cleanliness of sidewalks and public areas in the District, we have a dedicated Clean Team. These team members are contracted through Chrysalis, a non-profit organization that provides transitional employment opportunities to individuals who were previously unhoused or have other barriers to employment. By working with Chrysalis, we support these individuals as they regain their footing and build a more stable future.
KEY MAINTENANCE STATISTICS
73,971
Bags of Trash removed
130, 794 Graffiti clean-ups
241,150 Sidewalk wash-downs
PRESSURE WASHING
The Clean Team utilized two trucks, including one newly acquired hybrid, and two golf carts – all equipped with high-pressure washing machines rated at over 4,000 psi – to meet high demand for sidewalk cleaning. To handle increased pedestrian traffic, the Clean Team carried out extensive pressure washing, resulting in 241,150 sidewalk cleanups in 2025.
OPERATIONS
TREES
Tree trimming is essential to managing overgrown trees that block streetlights and to improving the cleanliness of the sidewalks below. The DTLA Alliance trimmed 72 trees in 2025 and has trimmed over 1,900 trees in the Downtown Center since we began providing this service in 2014.
Our Clean Team improved tree wells by adding rocks and mulch, or by removing buckling tree grates that posed trip hazards. Working in partnership with the Urban Forestry Division, 10 trees were planted in the District at no cost to the organization in exchange for a commitment to watering the new trees as they become established.
Five empty planters located at the corner of Hope and 7th Street were given new life through a partnership with the building owner, who purchased new trees with the DTLA Alliance providing planting, watering, and planter painting support.
GRAFITTI CLEAN UP
Property and business owners in the District continue to face challenges from graffiti. The Clean Team removed 130,794 instances of graffiti from buildings, fixtures, and light poles. A significant portion of this activity was due to District activity stemming from the Dodgers’ World Series win and parade, as well as numerous demonstrations throughout the year in response to immigration policies, international conflicts, and other political issues.
OUTREACH PARTNERSHIPS
PATH
Shortly after the DTLA Alliance was formed in 1998, we developed the BID A.C.T.I.O.N. (Ambassador Community Training for Intervention, Wellness, Outreach & Networking) program to better engage and provide services to unhoused individuals in the Downtown Center neighborhood. In 2015, we expanded this program by partnering with PATH (People Assisting the Homeless), an organization with more than 40 years of experience helping the homeless find a path towards stable housing. Since 2013, PATH has connected more than 27,000 people to permanent housing. The DTLA Alliance contracts with PATH to provide one full-time mobile outreach team to connect those experiencing homelessness within the District to a variety of services—ranging from providing clothing, blankets, and transportation, to accessing medical services, rehabilitation programs, and temporary and permanent shelter. The DTLA Alliance has dedicated over $3.8 million to homeless outreach since 2000 and budgets over $260,000 a year for these services.
CHRYSALIS
For over 25 years, the DTLA Alliance has contracted with Chrysalis to staff its Clean Team. The contract relationship between the DTLA Alliance and Chrysalis provides approximately 36 ongoing permanent or transitional employment positions. These positions provide valuable work experience, which helps to remove barriers to permanent employment for individuals who have recently overcome life challenges, like incarceration, homelessness, or drug addiction. Since its formation in 1998, the DTLA Alliance has invested approximately $28 million in Chrysalis Enterprises and provided approximately 2,650 Chrysalis clients with transitional employment opportunities. Those clients have worked more than one million hours, and 67% of those who transition to permanent employment remain employed after six months.
TEAM MEMBERS OF THE YEAR
Each quarter, the DTLA Alliance recognizes Safety and Clean Team members who have gone above and beyond the call of duty.
Eric Huerta, Safety Team
Shortly after starting, Eric quickly become a standout member of the Safety Team. Known for his professionalism, strong work ethic, and commitment to growth, he was most notably recognized when he received a Hero Award for saving a life with CPR.
Angel Duran, Safety Team
Known for his steady leadership and calm professionalism, Angel is a peer whom others rely on for support and guidance. He strikes the perfect balance between seriousness and approachability, making him an effective mentor and a trusted figure in the community.
Roman Ruiz, Safety Team
Roman handles high-priority calls calmly, assists the public with warmth, and is always approachable. His supportive attitude and steady leadership make him a go-to resource for colleagues, and his professionalism shines through in everything he does.
Andrea Eggins, Safety Team
Andrea is a dependable and highly effective Overnight Dispatcher. He consistently demonstrates professionalism and accuracy in managing calls, coordinating field units, and responding to high-priority incidents, all while remaining calm and focused.
Eddie Brock, Clean Team
Eddie’s willingness to lend a hand and his pride in his work set a great example every day. Always arriving with a smile and a positive attitude, he goes out of his way to support his teammates and assist community members whenever needed.
Kimbrick Collier, Clean Team
Kimbrick makes a strong impression with his initiative, adaptability, and positive attitude. He communicates clearly and supports team deployment. His presence alone lifts morale, and his excellent work ethic ensures operations run smoothly.
Danilo Lima, Clean Team
Known for his excellent communication skills and positive attitude, Danilo consistently ensures station areas are spotless for morning operations. He is dependable and hardworking, often assigned to special tasks due to his keen attention to detail.
Jameel Rasheed, Clean Team
Jameel quickly distinguished himself through a strong work ethic and eagerness to learn. His consistency and dedication led to a promotion to driver, where he has become a valuable asset, particularly on special projects requiring hands-on skills.
ECONOMIC DEVELOPMENT
Momentum is back in Downtown Los Angeles, driven by new investment, community alignment, and civic progress. This resurgence is visible not only on the ground but in market statistics and public perception of improving fundamentals and renewed opportunities in DTLA. To ensure this message reached key decision-makers across sectors, the Economic Development team updated our Office, Retail, and Hospitality reports, which are widely utilized by real estate professionals, with the latest data and insights.
96, 429
Residents
320,000+
Jobs
17M+
Vistors
Countering negative media coverage of DTLA with a spotlight on positive stories like our strong residential community, exciting placemaking projects, and everexpanding restaurant scene, was a crucial effort this year. Supporting this effort, we convened local stakeholders, civic leaders, and community members at our annual DTLA Trends & Outlook Breakfast, where we released the 2025 DTLA Outlook & Insights report, featuring our signature survey of Downtown residents, workers, and visitors, which offers a comprehensive perspective on DTLA as a market, and a community.
We promoted this work through digital and social media, our “DTLA Business News & Insights” newsletter which
ECONOMIC DEVELOPMENT
The Los Angeles Convention Center expansion
now reaches more than 4,000 subscribers, and targeted public relations efforts that generated coverage in outlets ranging from The Wall Street Journal and Los Angeles Times to The Real Deal and LA Downtown News. With the pandemic in the rearview mirror and LA28 on the horizon, DTLA is poised for its next chapter—building on two decades of transformation as a vibrant 24/7 mixed-use neighborhood and global destination for arts, culture, and entertainment.
A strong downtown… needs this anchor in our communities to make sure we can rise again and rise to the occasion.”
—Ysabel Jurado Councilmember, District 14
A VIBRANT COMMUNITY
ECONOMIC DEVELOPMENT
RESIDENTIAL
The residential market rebounded strongly after a short-term decline during the pandemic. Although occupancy dipped in 2023 due to delivery of over 2,000 new units, it has remained over 90% ever since.
OFFICE
$3,000
Remote work has impacted the office market in Downtown and across the region, with vacancy rates reaching historic highs. However, asking rents have stayed above $3.70 for three straight quarters, suggesting that a recovery is underway.
ECONOMIC DEVELOPMENT
RETAIL
Retail rents have remained remarkably stable, indicating that interest in urban locations like Downtown LA has stayed strong. Although the vacancy rate has ticked up, much of that is due to the introduction of new inventory.
HOTEL
Both occupancy and RevPAR made significant gains in 2022, ticking up further in 2023 before flattening out through 2024 and into 2025.
Figueroa
ECONOMIC DEVELOPMENT
RESEARCH AND REPORTS
The DTLA Alliance produced a range of 2025 reports to deliver comprehensive data, analysis, and trends on Downtown for investors and the broader business community.
INDUSTRY-SPECIFIC REPORTS
The DTLA Alliance creates and maintains industry-specific reports that provide investors, brokers, and other business professionals with a deeper understanding of the Downtown LA market. In 2025, we published updated versions of our Office, Retail, and Hospitality guides.
ECONOMIC DEVELOPMENT
DTLA 2025 OUTLOOK & INSIGHTS
QUARTERLY MARKET REPORTS
In each quarter of this year we produced and published our Downtown LA Market Report – including key market stats, development updates, and visitation data. The reports and related interviews received coverage in a variety of media outlets including the Los Angeles Times, Los Angeles Business Journal, LA Downtown News, Urbanize, Commercial Observer, Bisnow, and Connect CRE. The reports were also promoted on our website, newsletters, and social media channels.
This year we produced the fourth edition of our DTLA Outlook & Insights Report, an annual “State of Downtown” report, incorporating demographic and economic data, consumer trends, market analysis, location and visitation data, and information from our proprietary targeted survey of Downtown residents, workers, and visitors to provide a comprehensive and detailed picture of Downtown LA as a market and a community.
DTLA TRENDS & OUTLOOK BREAKFAST
On March 18, the DTLA Alliance held its 2nd annual DTLA Trends & Outlook Breakfast. This year’s event was held at the Mark Taper Auditorium at the LA Central Library, with over 130 people in attendance, including representatives from some of the largest office tenants and property owners in DTLA. The program covered a range of topics, including market conditions, new restaurants and retail, key stakeholder issues, and the DTLA Alliance’s placemaking and office worker activation programs.
OUTREACH, RECRUITMENT, AND CONSULTING SERVICES
To promote Downtown’s economic vitality, the DTLA Alliance supports investment and development and works to attract and promote businesses by providing information, insights, and general assistance to a wide range of companies and individuals, such as:
• Residential, Office, Retail, and Hospitality Investors and Developers
• Prospective Office, Retail, and Residential Tenants
• Existing Retailers, Restauranteurs, and Service Providers
• Cultural, Educational, and Non-Profit Institutions
• Commercial and Residential Real Estate Brokers
DTLA PATH OF PROGRESS
ECONOMIC DEVELOPMENT
Path of Progress is a public/private initiative to improve public safety and the experience of Downtown Los Angeles before, during, and after the LA28 Olympics by linking key locations with safer, cleaner, and greener streets, parks, public spaces, and transit hubs. Along the main corridors of Figueroa, 7th, Hill, and Broadway, the Path of Progress includes Downtown’s busiest transit stations and popular locations such as the Convention Center, Restaurant Row, Jewelry District, Pershing Square, and Grand Central Market. The initiative was introduced to city and state elected officials as part of a meeting and tour of Downtown with the California Assembly’s Select Committee on Downtown Recovery. See more details at DowntownLA.com/pathofprogress.
District walk with Mayor Karen Bass along the Path of Progress.
Fostering Community and Supporting Businesses
MARKETING
In 2025, the DTLA Alliance’s marketing and communications efforts evolved to meet a pivotal moment for Downtown Los Angeles, defined by recovery and the need to actively shape perception, support our local businesses, and drive economic activity.
KEY MARKETING STATISTICS
1.1M
Website page views
30,021
Email subscribers
1.63M
Total Email sends
44.3%
Email open rate
584,000
Website users
Through the year, our work responded in real time to changing conditions while advancing a more cohesive, strategic approach. Some key efforts included rapidresponse campaigns such as LA Wildfire communications and DTLA is Open, seasonal ones like DTLA for the Summer and DTLA for the Holidays, and our ongoing programs including the DTLA Art and Coffee Trails, all designed to encourage people to spend time and explore our District.
These efforts were amplified through strategic partnerships with media, cultural and community organizations, including collaborations with outlets such as LA Magazine and Locale Magazine, as well as programming partners like The Music Center, Grand Performances, and Street Food Cinema, extending the reach of our campaigns and strengthening Downtown’s visibility as a destination.
We also prioritized office worker engagement through targeted programming and communications and on-the-
ground activations and events designed to bring people back into Downtown.
During this same time, we expanded our reach through consistent communications via email and social media, strong website performance, and sustained earned media coverage reaching millions nationally.
Following a strategic reset mid-year, we adopted an integrated, data-informed approach combining an offense/ defense strategy aimed at shaping perceptions by elevating DTLA’s assets and experiences. This shift has strengthened our ability to increasingly tell a more balanced, compelling story about Downtown Los Angeles and position it for the soon to come global attention and long-term growth.
Having fun with my co-workers and engaging with others in the DTLA community was my favorite part of the DTLA Summer Camp.”
—2025 Attendee
MARKETING
OFFICE COMMUNITY ENGAGEMENT
Engaging Downtown employees remained a top priority. Throughout the year, we implemented a targeted strategy – partnering with property managers and surveying the workforce – to shape events and programs that make DTLA a place workers want to be, not just have to be.
THE 9-TO-5ISH
Launched in May 2024, this monthly newsletter for Downtown employees has become a topperforming channel to enhance the 9-to-5 workday. In 2025, 24 emails were sent to subscribers, consistently achieving open rates above 36% and click-through rates over 4.5%, with a growing audience of more than 3,800 Downtown employees.
WITH LOVE FROM DTLA
The second annual Valentine’s Day giveaway of 1,500 fresh purple and red roses delighted pedestrians during the lunch hour while activating six privately owned public spaces.
9-to-5ish
ANNUAL PROPERTY MANAGERS MEETING
The DTLA Alliance hosted its annual Office Property Managers Meeting on February 19. The session piloted real-time feedback from attendees on the state of the office, on office worker activations, and on how they enjoyed using this engagement tool.
DTLA SUMMER CAMP
Building on our summer programming, DTLA Summer Camp debuted in July as a reimagined version of the 2024 DTLA Office Games.
Hosted at several iconic venues, the three-week event featured lunchtime games and competitions, arts and crafts, and happy hour hangouts. More than 600 participants joined, with hundreds of prizes distributed.
CONCERTS AT COLBURN
The second annual classical music festival brought free outdoor performances to the Colburn Plaza every Tuesday at lunch in April, with complimentary coffee or pastry coupons for the first 50 attendees.
DTLA LUNCH BREAK SKATE
The popular series returned to the Holiday Ice Rink in Pershing Square with themed days and refreshments courtesy of Capital One Café in December. Over 400 Downtown employees participated throughout its three-week run.
TRAILS & CAMPAIGNS
DTLA Alliance’s 2025 destination campaigns and interactive guides drove engagement, supported local businesses, and encouraged visitation through curated experiences, timely messaging, and targeted marketing.
25 THINGS TO TRY IN 2025
This interactive blog and map featured a curated list of 25 things for people to try in 2025 including food and culture, health and wellness, and entertainment and nightlife experiences. In 2025, there were 1,470 users, 1,841 views, and 1 minute 5 seconds time spent on page.
DTLA ART TRAIL
This trail highlights public art installations in the Downtown Center and the interactive map provides visitors with an easy and mobile way to explore DTLA’s art scene. In 2025, there were 1,043 users, 1,863 views, and 1 minute 14 seconds time spent on page.
TRAIL TRAIL
DTLA COFFEE TRAIL
The DTLA Coffee Trail underwent a significant refresh in 2024, transitioning from a mobile app to a prominent feature on the DowntownLA.com website. New this year, participants shared their coffee shop visits and entered for a chance to win a $10 gift card to a Downtown Center coffee shop. In 2025, there were 1,457 users, 2,002 views, and 49 seconds time spent on page.
DTLA FOR THE SUMMER
We relaunched our annual webpage promoting summer happenings in Downtown LA, available at DowntownLA.com/Summer. The campaign features Grand Performances, Divercity Summer Concert Series at Pershing Square, Street Food Cinema’s DTLA Movie Nights, and Dance DTLA at The Music Center. An accompanying paid social media post with Locale Magazine was published June 18.
DTLA FOR THE HOLIDAYS
Our DTLA for the Holidays campaign ran from mid-November through the end of December. The goal was to drive traffic into Downtown and generate positive messaging by promoting key activations, including Grand Illuminations, Picnic with Santa, Sparkle at The Bloc, and Holiday Ice Rink at Pershing Square, and through our promotional programs, including the Holiday Giveaway. Our promotional campaign also included advertising on Instagram, Facebook, Locale Magazine, and our website.
DTLA Movie Nights Grand Performances
Holiday Ice Rink at Pershing Square
Sparkle at The Bloc
MARKETING
COMMUNICATIONS & OUTREACH
QUARTERLY DISTRICT NEWS
The DTLA Alliance published and mailed four quarterly newsletters to all property owners within the District. These newsletters provided information on DTLA Alliance programs, events, and Operations statistics to keep our stakeholders informed.
THIS WEEK IN DTLA EMAIL NEWSLETTERS
The weekly newsletter highlights new businesses, events, seasonal marketing campaigns, and exclusive specials. The “Ask Johnna” column, where subscribers could write in to ask questions to Johnna Hughes, Content Marketing Manager, continues to be a fan-favorite feature of the newsletter. To date, 310 in-district businesses have been featured in 1,248 articles. With over 1 million total sends, This Week in DTLA has over 22,000 subscribers weekly and had an average 42.9% open rate in 2025.
MEDIA COVERAGE KEEPING DTLA IN THE NEWS
DTLA Alliance content and programs resulted in more than 400 media placements during 2025, reaching a combined audience of over 2.96 billion unique visitors monthly (UVM) and significantly expanding Downtown’s visibility across local, national, and industry media. Coverage included outlets such as the Los Angeles Times, Bisnow, The Real Deal, and LA Business Journal, among many others. With the marketing and economic development teams positioned as leading sources of information about Downtown for consumer and business media, DTLA Alliance continues to maximize awareness of DTLA businesses, events, and trends, and advancing a more balanced, experience-driven narrative.
DTLA MARKETING ROUNDTABLE
In 2025, the DTLA Marketing Roundtable served as a key platform for connecting Downtown stakeholders, convening regularly to share updates, address challenges, and align around districtwide initiatives. Meetings focused on timely topics such as wildfire response, safety communications, and seasonal programming, while fostering collaboration among business, media, and community partners. These sessions also created space for peer exchange and relationship-building across the District.
DOWNTOWN GUIDES
As residents, workers, and visitors kept returning to Downtown, our Downtown Guides were prepared to receive them warmly. The Downtown Guides helped establish a supportive community for our District businesses and individuals. Additionally, they extended assistance for various DTLA Alliance and partner events throughout the year and acted as an additional set of eyes and ears for our Safety Team.
Making Our District Inviting and Vibrant
PLACEMAKING
In just its second full year, the DTLA Alliance’s placemaking programs are transforming Downtown into a more vibrant, welcoming destination. In 2025, we partnered with Street Art for Mankind to curate three bold, District-defining murals to life – part of a broader vision to elevate Downtown ahead of the 2028 Olympic and Paralympic Games.
We also reimagined how the community connects to public space, activating parks and plazas with dynamic programming. Highlights included relocating the 17th Annual DTLA Dog Day to Maguire Gardens, launching a second season of DTLA Movie Nights with Street Food Cinema at Grand Hope Park, and enhancing the 18th Annual DTLA Halloween Festival for Kids with a new layout, featuring an expanded Trick-or-Treat Trail.
To close the year, Grand Illuminations returned brighter than ever, featuring a stunning holiday installation by Abram Santa Cruz of Liquid PXL and a new holiday marketplace curated by The Goddess Mercado. Evening attendance surged, with over 19,000 visitors after 5 PM throughout its installation. Plus, new holiday favorites returned, including Candy Cane Lane on 7th Street and Picnic with Santa in Grand Hope Park.
MURALS: BIG ART. BIGGER DREAMS.
In 2025, new murals transformed Downtown LA, marking the start of an outdoor mural museum ahead of the 2028 Olympic and Paralympic Games. Curated by Street Art for Mankind and sponsored by The Coca-Cola Company, three works debuted: “Dream Chasers” by David Flores at the Los Angeles Athletic Club, “Soaring Higher” by Emily Ding at Figueroa Eight, and “The Melody” by Shamsia Hassani at The Bloc. Completion of the initial murals was celebrated with the community on May 16.
SIGNATURE EVENTS
Since our inception, we have brought residents, families, and employees together through vibrant, community-driven experiences. Here are a few highlights from 2025.
17th ANNUAL DTLA DOG DAY
More than 800 attendees, along with their four-legged companions, gathered in Maguire Gardens on Friday, September 12, for the 17th Annual DTLA Dog Day. Reimagined as a one-night “yappy hour,” the event featured a signature “Barkarita” at Settecento, a curated marketplace, caricature drawings, and a live band from 4 – 8 PM.
18th ANNUAL DTLA HALLOWEEN FESTIVAL FOR KIDS
Downtown’s beloved Halloween tradition returned to Grand Hope Park at ASU California Center Grand on Friday, October 31. Re-energized with new Trick-or-Treat doors, photo ops, enhanced lighting, and a live DJ, the event welcomed more than 1,100 parents and children for a safe, festive, and spirited evening.
2nd ANNUAL GRAND ILLUMINATIONS
Back for its second season, Grand Illuminations transformed The Yard at Cal Plaza with a mesmerizing holiday light display, featuring artworks by LA-based Abram Santa Cruz and Liquid PXL. Dubbed “DTLA’s brightest night of the year,” opening night on Wednesday, December 5, featured live entertainment, a holiday marketplace, and remarks from Councilmember Ysabel Jurado. More than 19,000 guests visited after 5 PM, marking a 26% increase year-overyear. The project was made possible thanks to Grand Performances and Plaza Commons, Inc.
PLACEMAKING
ACTIVATIONS
As part of our Placemaking initiative, launched in 2024, we’ve partnered with community organizations to bring fresh, innovative programming to Downtown’s public spaces. From outdoor movie nights to festive holiday events, explore our 2025 highlights.
2nd ANNUAL PICNIC WITH SANTA
Back for its second year, Picnic with Santa, produced in partnership with ASU, returned to Grand Hope Park on Saturday, December 6. This free, family-friendly event featured a meet-and-greet with Santa, live music and magic shows, arts, crafts and letters to Santa activities, and free cookies for all to enjoy.
2nd ANNUAL DTLA MOVIE NIGHTS
In partnership with Street Food Cinema and ASU, DTLA Movie Nights returned for its second blockbuster season featuring 10 Things I Hate About You on August 9, Encanto on September 6, and Hocus Pocus on October 3. Food trucks, live entertainment, and even a surprise Q&A with film director Gil Junger made it a season to remember, with nearly 1,000 movie-goers attending.
COMMUNITY PARTNERSHIPS
Throughout the year, the DTLA Alliance supported several community events by providing supplemental Safe and Clean services and marketing support, including Fiesta Broadway, DTLA Dia de los Muertos, National Night Out, and Grand Ave. Arts: All Access.
Additionally, in July, we completed bistro lighting across the 200 and 300 blocks of South Broadway. The lighting now unifies Historic Broadway, from 2nd to 9th Streets. The project was funded by private properties and will be maintained for the initial 3-year period by the DTLA Alliance.
Grand Ave. Arts: All Access
2026 GOALS
The DTLA Alliance’s vision for the Downtown Center is that it be a welcoming, vibrant, thriving, authentic, and flexible place. In pursuit of that vision, our goals for this year are to:
OPERATIONS
• Deliver a clean and safe Downtown environment.
• Collaborate with partners to address the complex needs of individuals experiencing homelessness.
• Support residents and employers with guidance on urban safety.
• Elevate public realm customer service through proactive engagement, visible presence, and high standards of care.
ECONOMIC DEVELOPMENT
• Leverage our position as the leading source of information about the DTLA market to:
o Tell the story and shape the narrative about Downtown as a market, community, and destination.
o Attract and support investment, development, and commerce across all sectors.
o Support and promote the office, residential, retail, and hospitality sectors
MARKETING
• Increase awareness and understanding of the DTLA Alliance’s role, services, and impact.
• Coordinate media, content, and partnership strategies to support visitation, investment, and perception.
• Amplify community and office worker engagement through campaigns, events, activations, and promotions.
PLACEMAKING
• Prioritize placemaking projects that address public safety.
• Continue to activate public spaces to create year-round excitement and vibrancy.
• Center placemaking as an essential strategy for revitalization.
ADMINISTRATION
• Leverage alliances with key organization to advocate for Downtown.
• Create collaborative partnerships with the City to enhance safety, cleaning, and homelessness resources in the public realm.
• Leverage new c(3) organization to advance strategic plan priorities.
• Commence BID Renewal process.
BOARD & STAFF
BOARD OF DIRECTORS
EXECUTIVE OFFICERS
Adam Daneshgar, Chair Langdon Street Capital
Robert Cushman, Vice Chair CBRE
Stacy Lieberman, Vice Chair Library Foundation of Los Angeles
Mark Messana, Vice Chair Downtown Properties
Cari Wolk, Secretary Athena Parking
Dan Cote, Treasurer (Past Chair) The Bloc
Suzanne Holley, President & CEO DTLA Alliance
BOARD MEMBERS
Alexander Arroyo Related Companies
Nejdeh Avedian Los Angeles United Investment Co.
Christopher Cawley InterContinental Los Angeles Downtown
William Dacunto Silverstein Properties
Evan Grobecker CommonWealth Partners
DTLA ALLIANCE STAFF
Suzanne Holley President & CEO
Nick Griffin Executive Vice President
Michael Ashkenasi Vice President, Administration & Finance
Kevin Begovich Design Director
[Last updated: 3/30/2026]
Simon Ha Resident Director
Robert Hanasab Robhana Group, Inc.
Jenni Harris Atlas Capital Group
Ryan Hekmat Uncommon Developers
Jeff Herrera Rising Realty Partners
Jennifer Kallend Colburn School
Bonny Kirin-Perez The Westin Bonaventure Hotel and Suites
Elyse Mallouk The Broad
Joan McLane Resident Director
Carol Pfannkuche YMCA of Metropolitan Los Angeles
Mark Spector Onni Group
Joe Suzuki LBA Realty
Dulce Vasquez Arizona State University
Jorge Castro VicePresidentofOperations
Maria Elena Hewett Program & Communications Manager
Johnna Hughes ContentMarketingManager
Gerald Pierce Director of Maintenance
ALTERNATES
Travis Addison CommonWealth Partners
Andrew Daneshgar Langdon Street Capital
Elizabeth Diaz LBA Realty
Kira Perez Rising Realty Partners
Susan Perlas Silverstein Properties
Peklar Pilavjian Los Angeles United Investment Co.
Brittny Sovich The Bloc
Peter Zen The Westin Bonaventure Hotel and Suites
Elan Shore DirectorofEconomicDevelopment
Kevin Thomas Executive Assistant
Daniela Montiel Vice President of Marketing & Communications
Gabriel Yeager Director of Placemaking & Events
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