Page 1

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

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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

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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

DowntownSM.com

Downtown Santa Monica Annual Report 2011  

Design by Ivy Brown / ivyandinkdesign.com / Client: Downtown Santa Monica, Inc. (designed by Ivy Brown, former Art Director at Striker Media...

Downtown Santa Monica Annual Report 2011  

Design by Ivy Brown / ivyandinkdesign.com / Client: Downtown Santa Monica, Inc. (designed by Ivy Brown, former Art Director at Striker Media...

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