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sr-081412-3fCity Council Meeting: August 14, 2012 Agenda Item:3 -F To: Mayor and City Council From: Andy Agle, Director of Housing and Economic Development Subject: Downtown Santa Monica Inc (DTSM) Budget and Work Plan for Fiscal Year 2012/13 Recommended Action Staff recommends that the City Council: 1) approve the DTSM's FY 2012/13 Budget and Work Plan; and 2) authorize the City Manager to execute a Maintenance Services Agreement between the City and DTSM to set forth each party's responsibilities for the maintenance of the District. Executive Summary DTSM is presenting its annual operational plan and budget for Fiscal Year 2012/13 to the City Council for its approval. The balanced budget totals $5,993,500. The work plan and budget are submitted in accordance with the Amended and Restated Services Agreement which set forth DTSM's responsibilities. Background Following the establishment of the Property Based Assessment District (PBAD) and in accordance with the Amended and Restated Services Agreement approved by Council on May 12, 2009, the organization formerly known as Bayside District Corporation (BDC) took an expanded role in promoting economic stability, growth and community life within the Bayside District and the larger Downtown Santa Monica area. On September 14, 2010, Council authorized a Maintenance Services Agreement that set forth each party's responsibilities for the maintenance of the district to ensure that PBAD funds would be used to provide enhanced maintenance services above and beyond pre- existing baseline services provided by the City and not to replace any pre- existing general City maintenance. On February 28, 2012, Council approved the renaming of 1 the BDC to Downtown Santa Monica Inc (DTSM) as part of the organization's strategy to better reflect its new boundaries and expanded mission. Section 9.1 of the Services Agreement requires DTSM to prepare an annual operational, programmatic and development plan (known as the Work Plan) and budget describing the activities and services to be performed by DTSM, with corresponding expenditures and revenues. Programs and activities for FY 2010/11 are discussed in the attached budget and work plan (Attachment A and B). Section 9.3 of the Agreement requires the submittal of an annual report addressing the various programs, operations and activities of DTSM during the prior fiscal year. DTSM will submit the FY 2001/12 annual report for Council's review in the fall. Discussion Budget FY2012/13: DTSM presents a balanced budget for FY 2012/13 with total revenues and expenditures in the amount of $5,993,500 (Attachment A). The following charts show the DTSM budget including anticipated revenues and expenditures as approved by the DTSM Board on May 24, 2012. N DTSM FY 2012/13 REVENUES $1,400,000 M Bayside Assessment $250,000 M CBD Assessment $3,450,000 ra BID Assessment $10,000 ® Dolphin Donations $20,000 R Special Events $75,000 W Filming Revenue $650,000 ^s Ice Rink Income $80,000 to ice Rink Sponsorship $50,000 10therIncome $8,500 Il Interest I 1 1REVENUES $5,993,500 Budgeted revenues, primarily from business and property based assessments, collected by the City via the Los Angeles County Assessors' Office and distributed to DTSM, are projected to be $5,100,000. Additional revenues from special events, filming, ice rink and other sources are budgeted at $891,500. Total revenues are projected to increase by 51.1% from the previous year's approved budget. This substantial increase in revenues over the previous fiscal year's adopted budget reflects a one -time rebate to property owners within the downtown property based assessment district (PBAD) of approximately $2 million from DTSM reserve accounts that resulted from a surplus in PBAD revenues collected in FY 2008/09 but not spent. Budgeted expenditures include the Ambassador Program with costs of $1,241,000 (increase of 0.2 percent from the previous year), maintenance costs of $1,217,000 (decrease of 4.8 percent), personnel costs of $1,056,750 (increase of 7.3 percent) and marketing costs of $1,006,530 (decrease of 6.3 percent). Projected holiday ice rink expenditures and special projects total $810,000, reflecting an increase of 8.6 percent for ice rink operations and a 54 percent decrease in special projects largely related to the completion of a website development project. Overall DTSM expenses for FY 2012/13 are projected to decrease by 1.8 percent from the previous year. 3 Work Plan: Subject to Council approval, the attached Work Plan describes in detail the activities and strategies that DTSM will implement during FY 2012/13 and is designed to build upon the previous year's accomplishments. The specific areas work plan includes Special Projects & Initiatives, Operations, and Marketing categories. • 'Special Projects & Initiatives' focuses on assisting the City with the formulation and completion of the Downtown Specific Plan, assessment and advocacy related to infrastructure improvements, parking programs, and the development of the City -owned 4th & Arizona site. • 'Operations' manages the enhanced maintenance of the district and works with the City on a wide range of programs including the ambassador program, enhanced maintenance of the parking structures, and venue and performance management. • 'Marketing', efforts are comprised of advertising, website, Buy Local Campaign, tourism, public relations, community programing and film shoots maintenance, marketing, venue and performance management, ambassador program and special projects and advising the City in matters relating to operations, planning and infrastructure issues. Maintenance Agreement: On September 14, 2010, Council authorized a Maintenance Agreement between DTSM and the City to ensure that PBAD funds would be used to provide only enhanced maintenance services above baseline City- funded maintenance services, to reflect the FY 2010/11 Work Plan. The approval of DTSM's FY 2011/12 Work Plan on February 28, 2012, extended the term of the agreement by one year. The term for the Maintenance Agreement has expired and staff recommends that Council authorize the City Manager to enter into a new agreement renewable annually, provided the annual work plan is approved by Council, and the services provided by each party remain cost - neutral. If Council approves the Work Plan, the City Manager will execute the Maintenance Services Agreement to reflect the FY 2012/13 Work Plan. Commission Action The DTSM Board approved the budget and Work Plan on May 24, 2012. C! Financial Impacts & Budget Actions Approval of the FY 2012/13 Work Plan, Budget and Maintenance Services Agreement has no budget or financial impact on the City. Prepared by: Elana Buegoff, Sr. Development Analyst Approved: Andy Agle, Director Housing and Economic Development Attachments: A. FY 2012/13 Budget B. FY 2012/13 Work Plan Forwarded to Council: Rod Gould City Manager Attachment A DOWNTOWN SANTA MONICA, INC. 2012/2013 ADOPTED BUDGET 2011/12 2012/13 ADOPTED ADOPTED SUPPORT & REVENUE 40000 Bayside Assessment $ 1,350,000 $ 1,400,000 40100 CBD Assessment $ 200,000 $ 250,000 40200 BID Assessment $ 1,439,000 $ 3,450,000 40300 Dolphin Donations $ 3,500 $ 3,000 transfer from Dolphin restricted funds* $ 7,000 40400 Special Events $ 170,000 $ 20,000 40500 IFilming Revenue $ 75,000 $ 75,000 40700 Ice Rink Income $ 640,000 $ 650,000 40800 Ice Rink Sponsorship $ 30,000 $ 80,000 40900 Other income $ 50,000 $ 50,000 41000 Interest $ 8,000 $ 8,500 TOTAL INCOME $ 3,965,500 $ 5,993,500 EXPENSES PERSONNEL TOTAL $ 984,500 1 $ 1,056,750 ADMINISTRATION TOTAL $ 358,375 1 $ 418,220 BUSINESS DEVELOPMENT TOTAL $ 194,800 1 $ 153,500 MARKETING AND PROMOTIONAL TOTALI $ 1,073,671 1 $ 1,006,530 ICE TOTAL $ 640,000 $ 695,000 OPERATIONS TOTALI $ 2,847,000 1 $ 2,653,000 DOLPHIN TOTAL $ 3,500 $ 10,500 TOTAL INCOME 1 $ 3,965,500 $ 5,993,500 TOTAL EXPENDITURES1 $ 6,101,846 1 $ 5,993,500 change 7.3% 16.7% 21.2% 6.3% 200.0% 51.1% * Dolphin Change Program will go into reserves until depleted. Board action 3122112 5/24/12 ADOPTED N 3i ✓'vM ✓ "� %' s X G My, FY 2012/2013 OPERATIONAL PLAN TABLE OF CONTENTS DTSM, Inc. Mission Statement It Brand Essence Roles and Responsibilities Executive Summary Special Projects Et Initiatives Operations Ambassador Program Enhanced Maintenance Program Homeless Support Program Venue Management Program Marketing Marketing Et Advertising Events, Samplings Et Film Shoots Printed Collateral Approved Budget Downtown Santa Monica Map Board of Directors Staff Organizational Chart a Page 2 3 4 5 7 8 10 18 19 20 21 23 25 26 27 28 28 29 n s 8 n 4 DOWNTOWN SANTA MONICA, INC. MISSION STATEMENT On behalf of the City of Santa Monica, to promote economic stability, growth and community life within Downtown Santa Monica through responsible planning, development, management and coordination of programs, projects and services designed to benefit the community as a whole; which includes the businesses, property owners, visitors and residents in Downtown. Downtown Santa Monica Brand Essence 2 DOWNTOWN SANTA MONICA, INC. ROLES AND RESPONSIBILITIES Downtown Santa Monica, Inc. (DTSM, Inc., formerly Bayside District Corporation) is responsible to promote and protect the continued economic revitalization of Downtown Santa Monica as well as spearhead programs, projects, and services that benefit Santa Monica residents, Downtown merchants, property owners, customers and visitors. Our roles and responsibilities are to: • Organize, advise, and /or conduct strategic marketing and advertising campaigns that support the brand strategy of Downtown and benefit the area • Oversee the enhanced maintenance program for Downtown • Manage an ambassador program as defined by the Property Based Assessment District • Organize, advise, and /or conduct promotions and special events that attract and benefit local residents, customers, and visitors to Downtown and reinforce the authenticity that the district is a thriving urban community • 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 • Assist in the identification, location and development of new businesses in the Downtown that may enhance its economic vitality. Advise the City on operational issues involved in management of the 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 • Organize, facilitate and oversee filming and special events in the Downtown, including citywide events with Downtown impact • 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 • Serve as liaison with other local governmental and professional organizations that require information on the development or current operations of Downtown • Upon the request from merchants, property owners, or residents within the 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 • Administer and /or provide enhanced services and other activities for Downtown as determined by the DTSM, Inc. staff and Board of Directors consistent with the Downtown Santa Monica, Inc. Operational Plan 3 Executive Summary FY 2011/2012 was a productive year full of collaboration, and marks the beginning of an era of revitalization for Santa Monica, with a particular concentration on the heart of the city, Downtown Santa Monica. There are a number of major development projects in the pipeline that promise to change the face of Downtown Santa Monica, as well as updates to city policies that affect the way this area runs for years to come. In FY 2012/2013, both private and public development projects will continue to progress. The Expo Light Rail project broke ground in September 2011 and as it nears Downtown Santa Monica, it's critical to carefully watch the development and help mitigate the construction impacts. The City has identified several opportunity sites in the area including two sites near the Expo Terminus on Fourth Street as well as the mixed -use project slated for 4t6 and Arizona. These blank slates provide a rare opportunity to add uses to Downtown that are lacking and parking inventory that is much needed. The Board and staff at Downtown Santa Monica, Inc. 'will remain engaged throughout the development process of these sites to ensure that the opportunity is used to its maximum potential. Private development is also at an all -time high. Plans to bring several new hotels to the area are well underway and there continues to be healthy demand to have retail and dining presence in Downtown. DTSM, Inc. continues to work closely with property owners and development agencies to secure that each project meets the high standards of the area. The process to update the Downtown Specific Plan is in full swing. The guidelines in this plan will shape the future of Downtown Santa Monica and DTSM, Inc. is dedicated to working with City leaders and staff to help develop guiding principles that evoke creative and stunning design as well as provide sensible guidelines that nurture suitable growth and redevelopment. Downtown Santa Monica Inc.'s role in each of these projects is to ensure that the voice of property owners, businesses, employees and residents are carefully considered and that ultimately, the end result lends towards a stronger, more vibrant Downtown for years to come. Last year, DTSM began to evaluate the aging infrastructure in Downtown. We retained an urban design firm to provide recommendations on how to approach renovating our district infrastructure. In the coming year, DTSM Board and staff will begin the process of implementing pilot design elements from these recommendations and will seek assistance from the City to make these necessary updates a reality. In addition to continued engagement with these critical projects, Downtown Santa Monica, Inc. stands firm on its commitment to work closely with the City of Santa Monica to oversee the day -to -day management of the district. DTSM, Inc. plays a key role in keeping the area clean, safe and welcoming. We utilize our successful Ambassador and Enhanced Maintenance programs to achieve these goals. DTSM, Inc. is also the primary caretaker of the brand equity of Downtown. Ongoing, we seek strategic alliances with corporate partners that enable us to produce community events such as ICE at Santa Monica, as well as local programs and promotions that enrich, enliven and diversify the Downtown experience. We head into this new fiscal year with anticipation for continued collaboration, productivity and prosperity for Santa Monica. SPECIAL PROJECTS Et INITIATIVES Each year, Downtown Santa Monica, Inc. identifies and focuses on special projects that have a heavy impact on the area. These projects range from City -led initiatives to DTSM - inspired endeavors. This year, DTSM will focus on six special projects /initiatives: Public Et Private Sector Collaboration DTSM Board and staff will work closely with the City and private sector to advance Downtown interests and initiatives for the betterment of the area. DTSM will have a heavy focus on the progress of key development projects that affect the District, particularly in matters of circulation, connectivity, design and use. Due to the volume of development projects in the pipeline, it is critical for DTSM to coordinate with both the City and the private sector efforts to ensure that the Downtown remains at the forefront in the region. Downtown Specific Plan The current Downtown Specific Plan has not been updated since 1997 and this year, the City will continue the work it began last year on updating this important Master Plan. These guiding principles help define a vision and steps to enhance the public and private domains in the Downtown district. This Specific Plan, under the umbrella of Santa Monica's I-A.C.E. will create policies, design guidelines and development standards as well as identify special opportunity sites for future focus and special consideration. The plan includes direction regarding fundamental issues such as circulation, height restrictions, public art and other key development standards for the area. DTSM will work closely with the City to shape a Specific Plan that will steer Downtown Santa Monica to remain a dynamic, vibrant and balanced community. Infrastructure Improvement Project Last year, DTSM embarked on a process to update the aging infrastructure of Downtown. Most of the infrastructure has served the area for nearly 30 years. The process was divided into four phases: Phase I: Infrastructure Inventory Et Assessment Phase III: Pilot Project Phase II: Design Phase IV: Full Implementation With the completion of Phase I, the inventory and assessment, DTSM will work on Phase II and III of the process, addressing elements such as the outdoor directory signs, improved way- finding signage, landscaping, updating worn outdoor furnishing and news racks as well as creating a cohesive and purposeful color palette for the area. DTSM will work with the City to implement a pilot project to introduce these improvements to the 1200 block of Third Street Promenade to gauge its success prior to implementing it throughout the Downtown. DTSM will also work towards securing any available funding to implement this capital improvement project. Interim Parking Program Santa Monica continues to draw tens of thousands of people each day making access, parking and circulation continue to be the largest area of concern for most stakeholders and visitors to the area. Since early fall 2010, City staff has been working with DTSM and various stakeholders to develop an Interim Parking Plan to meet parking demand during a period of increased construction activity in the Downtown and Civic Center. DTSM will continue to work with City staff to implement the measures in the Interim Parking Plan to ensure that adequate parking is available in the Downtown core. 0 Et Arizona Development The three -acre City -owned property at 41h -511 Street and Arizona is a rare opportunity to develop a special place in the district. As the City defines the use, identifies the developer and begins design and construction, DTSM will remain an integral part of the process. This space, if designed and activated properly, could help generate energy in the district, similar to the energy on the Promenade. Annual Report Et Meeting Each August, DTSM produces an Annual Meeting to share key accomplishments with community stakeholders and to provide a glimpse at the areas of focus for the upcoming fiscal year. DTSM also publishes an Annual Report summarizing these accomplishments and financial statements for the operating budget. OPERATIONS Overview Downtown Santa Monica, Inc.'s Operations and Maintenance Department's primary objective is to maintain a high level of cleanliness and customer service for the area. To meet this goal, DTSM Operations manages a series of budgets, programs, and vendors, and regularly coordinates its efforts with its counterparts in the City of Santa Monica. DTSM Operations manages the Enhanced Maintenance budget of the Property -Based Assessment District. DTSM uses this budget for daily maintenance in the District public parking structures as well as for routine pressure washing and other maintenance needs throughout Downtown Santa Monica. DTSM Operations also works with the City of Santa Monica to ensure the completion of daily maintenance in all three zones of service. DTSM assists the City in managing special maintenance projects in Downtown as well as City - contracted vendors responding to specific maintenance needs. The Operations Department assists the City on a wide range of operational projects impacting Downtown Santa Monica. DTSM monitors and supports the progress of these projects, which include: the rebuild of the new, larger, Parking Structure 86, the 4'h/511 streets and Arizona development, the Downtown Interim Parking Plan, the proposed police location in Downtown, the management of the Promenade vending cart program, and general parking operations and maintenance in Downtown. DTSM Operations also works with the City to identify measures that ease parking congestion and access into Downtown and apply tactics designed to better direct mass transit, vehicles, bicycles, and pedestrians throughout the District. DTSM works closely with the Santa Monica Police Department to monitor crime levels and activities that impact the area. In addition, DTSM advocates for Downtown in the implementation of projects outside the District including the EXPO, Palisades Garden Walk, and the Civic Center Improvement Plan, DTSM Operations manages the Downtown Ambassador Program budget. This budget funds DTSM Ambassadors that provide primarily hospitality services in Downtown, but also perform important maintenance functions and serve as witness to "quality of life" issues that need to be reported to the Santa Monica Police Department. The Operations Department is responsible for maintaining its role as the chief liaison between tenants and the City in all City -owned property in Downtown. DTSM coordinates the repairs to these facilities, as well as provides guidance to these tenants in their relations with the City. The City and DTSM also work in conjunction in the processing and operations of Outdoor Dining agreements for the Third Street Promenade and the Transit Mall and ensuring compliance with the sign ordinance in the Downtown District. Obiectives • Successfully manage Enhanced Maintenance and Ambassador Program contracts to provide a clean and safe Downtown for all of our users • Improve City services in Downtown with increased oversight • Ensure a high quality of service is achieved for maintenance in all zones of the District, including City - managed Zone 3 • Improve communication /timelines for all Community Maintenance projects in Downtown • Continue to expand operations functions throughout the Downtown • Identify and address key capital improvement projects for Downtown and then forecast their completion • Maintain a strict and consistent maintenance cycle in Downtown • Make informed recommendations to DTSM Committees and Board • Develop solid, dependable relationships with City personnel to ensure DTSM effectiveness throughout Downtown • Advocate for all property owners, merchants, and residents in Downtown Strategies DTSM will meet these objectives by maintaining strict and constant oversight over vendor and City staffs to ensure our standards are met. Routine meetings and job walks will be held to discuss the effectiveness of the Ambassador program, Enhanced Maintenance programs, and City maintenance programs. When areas need improvement, DTSM, Inc. works with vendors and City staff to meet these challenges. DTSM Operations staff will also monitor best practices throughout the country. DTSM Current and On -Going Projects The following projects are budgeted and managed through Downtown Santa Monica, Inc. Promenade Tree and Pavilion Lighting DTSM manages the LED lights on the Promenade jacaranda trees. Tree lighting requires constant maintenance and it must be reviewed and repaired frequently. DTSM also manages the LED lights on the two Promenade pavilions (1260 Third St. and 1400 Third St.). This decorative lighting is located on the perimeter of these structures and requires regular maintenance. Dinosaur Topiary Fountains DTSM manages the maintenance for the.two Promenade fountains, located at the north and south intersections. Regular maintenance is required to keep these fountains in working order. AMBASSADOR PROGRAM Ambassador Program DTSM Ambassadors provide hospitality and maintenance services, as well as quality of life reporting through the three zones of Downtown Santa Monica. Each year, the Ambassador program logs hundreds of thousands of interactions into our custom database. Examples of these interactions include: referring users to Downtown businesses, generating work orders to repair damaged Downtown infrastructure, providing directions to the monitored restrooms in Parking Structure #4, jump- starting vehicles and advising on Santa Monica Municipal Code violations. The DTSM, Inc. Ambassador Program continues to be a success. This is confirmed through the daily feedback we receive from individuals sharing their positive experiences with our Ambassadors and us, as well as through significant measureable data. Each month, DTSM produces an Ambassador Report that reflects the number of assists logged for business referrals and customer assists, as well as addressing or reporting of quality of life issues. DTSM Ambassadors have a key maintenance function in Downtown Santa Monica. In addition to continually picking up small loose debris in the three zones of service (these transactions are not recorded due to their volume), Ambassadors report thousands of maintenance issues each year. These items range from burned out streetlights, trip hazards on sidewalks, to damaged benches and chairs. DTSM, Inc. Ambassadors work closely with the Santa Monica Police Department and act as "eyes and ears" in Downtown. Ambassadors are trained in understanding the municipal codes that govern activity and the use of public space and then advise Downtown users if an infraction is taking place. Ambassadors do not enforce municipal codes but are constantly on the look out for criminal behavior, illegal vending, as well as smoking, bicycling, skateboarding, and rollerblading on the Third Street Promenade. Ambassadors also interact with our street performer community, informing them of municipal codes that govern the performance zones, performance locations, and rotation requirements. DTSM, Inc. Ambassadors also interact with our Downtown transient population. Ambassadors work in concert with local social service providers and the SMPD HLP Team to offer service referrals when appropriate. The DTSM Ambassador Program is continuing to evolve. Our program includes a GPS component enabling our Ambassadors to "check in" with individualized equipment that allows us to target deployment around areas of need. Our International Downtown Association (IDA) award - winning Ambassador Program Database has been expanded to record and track data, giving us the ability to understand trends in our area. The Ambassadors also have the ability to generate Work Orders when they identify hazards, graffiti or infrastructure that requires maintenance in the district. This summer, our Ambassador uniforms will be getting a much - needed makeover to reflect the brand identity of Downtown Santa Monica. ENHANCED MAINTENANCE Enhanced Maintenance - Parking Structures Downtown Santa Monica, Inc. began providing daily maintenance in Downtown Parking Structure #1 -6, 9 and 10 in July 2009. Prior to this transition, the general upkeep on these facilities was poor and the structures were considered dirty and, as a result, perceived unsafe. DTSM daily maintenance in the structures has drastically changed this perception and the team takes pride in keeping the structures clean and welcoming. Ongoing, DTSM, Inc. looks for ways to perform these maintenance duties in an efficient, cost effective manner. In 2010, we invested in an M30 Sweeper /Scrubber unit. This unit is routinely deployed in our parking structures and is able to not only separate carbon dust (residue emitted from the thousands of vehicles that use our structures on a daily basis) from surfaces, but vacuum it up as well. In 2012, DTSM, Inc. purchased a Miles Electric Vehicle to help navigate the public structures in a timely manner. With the addition of this vehicle, DTSM anticipates having the ability to better utilize staff shift allocations in the structures. Our maintenance staff is primarily deployed during the late evening /early morning hours when fewer vehicles and people are in the structures. This gives us better access to open surfaces and enables the maintenance team to clean a larger area, in less time. Today, the challenging work of the M30 and labor- intensive work such as mopping and removing large graffiti tags is done at night, while the day crew is responsible for keeping up the level of maintenance obtained by the night crew. The following duties are performed in the structures during the stated shifts: (" Duties and shifts subject to change based on need.) on a rotational schedule in all structures Close all restrooms for deep cleaning floor -to- ceiling Sweep, mop, and wipe down all stairwells and landing areas Conduct pan and broom maintenance throughout structures Document maintenance issues for reporting 7:00 a.m. - 3:30 Clean restrooms (empty trash, clean toilets /urinals, clean sinks, counters, mirrors, and replenish toiletries as needed) Remove, or paint over, graffiti Remove debris as needed me from 3:00 o.m. - 11:30 Clean restrooms daily (empty trash, clean toilets /urinals, clean sinks, counters, mirrors, replenish toiletries as needed Sweep /mop restroom as needed Pull all trash (2 /3rds full) and replace bags on every level of parking structures and wipe down cans Wipe down all structure interior signage as well as fire and electrical boxes Remove or paint over any graffiti that is reported or found Clean up all spills as necessary M Enhanced Maintenance - Pressure Washing in Downtown It is the goal of DTSM to maintain clean sidewalks, alleys, and streets throughout Downtown. To meet this challenge, we work with City staff to ensure their daily pressure washing and intense cleaning schedules. By combining daily City pressure washing service and directed DTSM deep - cleaning washing services, we are able to meet our goals. Our current contracted pressure washing services are as follows: Activity Frequency Zone 1: Third Street Promenade and 2 "d and 3`d Ct. Alleys Monthly Zone 2: Second and Fourth Streets, Ocean Avenue, and all intersection side streets and alleys within the boundary Monthly Parking Structures #1 - #5, #9 and #10 Twice per year Parking Structures #1 - #5, #9 and #10 detailing (cleaning areas of heavy use) As Needed Parking Structures #1 - #5, polish and wax lobbies Monthly Downtown Hotspots (areas of need throughout Downtown) As Needed ' "During the reconstruction of PS6, power washing resources have been reallocated to needed hot spot cleaning in the Downtown area. DTSM Inc Maintenance Cycle Downtown infrastructure is aging and requires regular maintenance. To stay ahead of the curve, DTSM, Inc. manages a continuous cycle of maintenance work in Downtown. The following duties are performed at the listed frequencies: ctivit Frequency Paint Light Poles and Directories Annually Dinosaur Topiary Cleaning Quarterly Pavilion Window Cleaning 131-Weekly Vector Management Monthly /As Needed Dinosaur Repair As Needed Parking Structure Sign Maintenance As Needed Light Pole Electrical Maintenance As Needed Promenade Paver Repair As Needed Special DTSM Inc Maintenance Project s To keep Downtown vibrant and competitive, DTSM, Inc. must identify and address special maintenance projects in Downtown. These projects include: • Replace Aging Outdoor Directories • Add Ambient Lighting Throughout Downtown • Explore Solar Energy Alternatives to Power Downtown Lighting and Decor • Replace Promenade Drinking Fountains • Add a Pedestrian - Counting System to Downtown • Replace News Racks • Paint Parking Structure Stairwells and Landing 111 City of Santa Monica Daily Maintenance The City of Santa Monica Community Maintenance Department completed a matrix outlining their services in Downtown. It is the Operations Department's responsibility to ensure this work is completed to the standards of DTSM. The follow is the service matrix: Zone 1 - 3r1 Street Promenade: From the north side of Wilshire to the south side of Broadway Shifts: Effective 7112(11 1 = 5:00 a.m. to 2:30 o.m. 2 = 2:00 p.m. to 10.30 p.m. (Sunday - Thursday) 2.30 p.m. to 11.00 p.m. (Friday Et Saturday) Third Street, Promenade Maintenance 12 Pedestrian Walkways: Picks up large debris Once daily, 7 days a week 1 Sweeper (Mon. -Sun.) Sweeper - scrubber Picks up small debris, applies degreaser, Once daily, 7 days a week 1 scrubs pavement Et recovers excess water (Mon. -Sun.) Pressure Washer Steam cleans in places scrubbers can't reach Once daily, 7 days a week 1 (Mon. - Sun.) Policing Walk site, sweep Et remove debris 2x daily, Mon. - Thu. 1 or 2 3x daily, Fri. Sat., Sun. Et 1 or 2 Holidays Benches Spray Et wipe 5x a week (As- Needed) 1 or 2 (85) Drinking Fountains Spray Et wipe 5x a week 1 or 2 (7) Trash Containers Wipe tops, remove trash, replace bag 4x daily, Mon. - Thu. i Et 2 (38) 5x daily, Fri., Sat., Sun. Et 1 Et 2 Holidays Public Phones Spray Et wipe 5x a week, (As-Needed) 1 or 2 (14) Stainless Steel Bollards Spray Et wipe 5x a week (As- Needed) 1 or 2 (28) Directories (11) Spray Et wipe 5x a week (As- Needed) 1 or 2 Sculptures (9) Spray Et wipe 5x a week (As- Needed) 1 or 2 Graffiti Remove Daily, as needed 1 Et 2 Dinosaur Pools (4) Remove debris Daily, as needed 1 Et 2 Spot Cleaning Et Additional cleanings, graffiti, broken glass, As needed throughout the 1 Et 2 Customer Calls animal waste, etc. day Off Duty Toxic spills, electrical, water, accidents, etc. As needed Emergency Call -outs 12 Zone 1 Public Landscape: Third Street Promenade Zone 2 Colorado Blvd., Arizona Avenue Et Wilshire Boulevard: Sidewalks on both sides of streets from east side of Ocean Avenue to 4th alley. Ocean Ave (east side only), 2n° and 4th Streets (both sides): • Sidewalks on both sides of streets from north of Wilshire Boulevard to south of Colorado Avenue. Colorado Blvd., Arizona Avenue Et Wilshire Blvd. and 2nd Et 4 " Streets, Promenade Maintenance Tree Trimming (154) Regular Once, yearly (spring) TruGreen 3,790 sq. ft. Sweeper Picks up large debris 5x a week Tree Well Maintenance Inspect for grate displacement and/or debris Daily (Mon. - Fri.) TruGreen (154) 3,790 sq. ft. Et litter scrubs pavement Et recovers excess water Clean debris, reset tree grates As needed 4x a week Replant Floral (136) Change out floral @ dinosaurs Quarterly TruGreen Shrubs Et Topiary Prune Et shape Once every six weeks TruGreen 705 sq. ft. Holidays Turf Maintenance Mow Weekly TruGreen 1,425 sq. ft. Trash Containers (69) Wipe top, remove trash, replace bag 2x daily, Mon. - Thu. Irrigation Inspection Check system and controller for proper Weekly TruGreen settings Rake out debris In House Fountain Maintenance Maintain fountains and provide cleaning Bi- weekly CA Waters service for the Topiary pools Zone 2 Colorado Blvd., Arizona Avenue Et Wilshire Boulevard: Sidewalks on both sides of streets from east side of Ocean Avenue to 4th alley. Ocean Ave (east side only), 2n° and 4th Streets (both sides): • Sidewalks on both sides of streets from north of Wilshire Boulevard to south of Colorado Avenue. Colorado Blvd., Arizona Avenue Et Wilshire Blvd. and 2nd Et 4 " Streets, Promenade Maintenance 13 Pedestrian Walkways: Sweeper Picks up large debris 5x a week 1 Sweeper - scrubber Picks up small debris, applies degreaser, 5x a week 1 scrubs pavement Et recovers excess water Pressure Washer Steam cleans places scrubbers can't fit 4x a week 1 or 2 Policing Walk site, sweep Et remove debris 1x daily, Mon. - Thu. 1 or 2 2x daily, Fri., Sat., Sun. Et Holidays 1 or 2 Bus Stop (24) Steam clean As- Needed 1 or 2 Trash Containers (69) Wipe top, remove trash, replace bag 2x daily, Mon. - Thu. 1 Et 2 3x daily, Fri. - Sun. Et Holidays Tree Wells Rake out debris As- Needed 1 Et 2 Weed suppression 13 Colorado Blvd., Arizona Avenue Et Wilshire Blvd. and 2n1 Et 41" Streets, Promenade Maintenance (continued) Zone 2 Public Landscape: 2 "d Et 4" Street Tree Trimming (182) kt Regular �� `- Bi- Annually ` Spot Cleaning Et Additional cleanings, graffiti, broken glass, As- Needed 1 Et 2 Customer Calls animal waste, etc. As- needed West Coast Arborists Off Duty Toxic spills, electrical, water, accidents, etc. As needed Emergency Call -outs Steam cleans in places scrubbers can't reach Zone 2 Public Landscape: 2 "d Et 4" Street Tree Trimming (182) kt Regular �� `- Bi- Annually ` West Coast Arborists Tree Well Maintenance Backfill tree wells with decomposed granite As- needed West Coast Arborists (182) As- needed West Coast Arborists (61) Arizona Avenue Wilshire Boulevard 4 J Tree Trimming (46) Regular Bi- Annually West Coast Arborists Tree Well Maintenance Backfill tree wells with decomposed granite As- needed West Coast Arborists (61) scrubs pavement Et recovers excess water Wilshire Boulevard Transit Mall (Zone 2) Sidewalks on both sides of the streets: • Broadway from east side of Ocean Avenue to 51" alley. • Santa Monica Boulevard from east side of Ocean Avenue to 6" alley. Transit Mall, Promenade Maintenance 4 J Tree Trimming (66) Regular Yearly West Coast Arborists Transit Mall (Zone 2) Sidewalks on both sides of the streets: • Broadway from east side of Ocean Avenue to 51" alley. • Santa Monica Boulevard from east side of Ocean Avenue to 6" alley. Transit Mall, Promenade Maintenance 14 ffir Pedestrian Walkways: Picks up large debris 5x a week 1 or 2 Sweeper Sweeper - scrubber Picks up small debris, applies degreaser, 5x a week 1 scrubs pavement Et recovers excess water Steam cleans in places scrubbers can't reach Pressure Washer 4x a week 1 or 2 Policing Walk site, sweep Et remove debris 2x daily, Mon. - Thu. 1 or 2 3x daily, Fri. - Sun. Et 1 or 2 Holidays Benches (241) Spray Et wipe, polish wood 5x a week 1 or 2 Drinking Fountains (3) Spray Et wipe 5x a week 1 or2 14 Transit Mall, Promenade Maintenance (continued) MENEM D Trash Containers (36) Wipe tops, remove trash, replace bag 3x daily, Mon. - Thu. U daily, Fri. - Sun. Et Holidays 1 Et 2 1 Et 2 Tile Bollards (35) Spray, wipe Et polish 5x a week 1 or 2 Informational Signs (6) Spray Et wipe 5x a week 1 or 2 Newspaper Racks Spray Et wipe 5x a week 1 or 2 Arbors (6) Spray Et wipe 5x a week 1 or 2 Graffiti Remove As- Needed 1 Et 2 Spot Cleaning Et Customer Calls Additional cleanings, graffiti, broken glass, animal waste, etc. As- Needed 1 Et 2 Off Duty Emergency Call -outs Toxic spills, electrical, water, accidents, etc. As needed TruGreen Transit Mall, Public Landscape Zone 3 Colorado, Broadway, Santa Monica Blvd., Arizona Avenue Et Wilshire Boulevard: • Sidewalks on both sides of streets from 5" alley to 7th alley 5", 6" and 7" Streets: • Sidewalks on both sides of streets from north of Wilshire Boulevard to south of Colorado Avenue. Bi- Annually West Coast Tree Trimming (193) Regular Pedestrian Walkways: Picks up large debris 2x a week Arborists Tree Well Maintenance Inspect for grate displacement and /or debris Daily TruGreen / In 1 Et litter scrubs pavement Et recovers excess water House Clean debris, reset tree grates As needed Irrigation Inspections Check system and controller for proper Weekly TruGreen / In 1 or 2 settings I House Policing Remove debris from trei I Daily (Mon: Fri.) TruGreen Zone 3 Colorado, Broadway, Santa Monica Blvd., Arizona Avenue Et Wilshire Boulevard: • Sidewalks on both sides of streets from 5" alley to 7th alley 5", 6" and 7" Streets: • Sidewalks on both sides of streets from north of Wilshire Boulevard to south of Colorado Avenue. 15 Pedestrian Walkways: Picks up large debris 2x a week 1 Sweeper Sweeper - scrubber Picks up small debris, applies degreaser, 1x every 3 weeks 1 scrubs pavement Et recovers excess water Steam cleans in places scrubbers can't reach Pressure Washer Once every three weeks 1 or 2 Policing Walk site, sweep Et remove debris 5x a week 1 or 2 Tree Well Maintenance Rake out debris As- Needed 1 or 2 Weed suppression 15 Parkino Structures. Public Landscape Alleys • 1" Court: Between Ocean Avenue & 2nd Street from north side of Wilshire Boulevard to south side of Colorado Avenue. • Mall Court West: Between 2 "d Street and 3`d Street from north side of Wilshire Boulevard to south side of Broadway. • Mall Court East: Between 3`d Street and 4" Street from north side of Wilshire Boulevard to south side of Broadway. • 4th Court: Between 41h and 51h Streets from north side of Wilshire Boulevard to south side of Colorado Avenue. • 5" Court: Between Stn Street and 61n Street from north side of Wilshire Boulevard to south side of Colorado Avenue. • 61h Court: Between 6th Street and 7th Street from Colorado to Wilshire 7th Court: Between 7th Street and Lincoln Blvd. from Colorado to Wilshire AI levs Planter Maintenance Pick up litter Et debris Daily (Mon. -Fri.) TruGreen East Et West Water plants Manually, as needed weekly Sweeper - scrubber Prune shrubs Every 6 weeks 1 Alleys • 1" Court: Between Ocean Avenue & 2nd Street from north side of Wilshire Boulevard to south side of Colorado Avenue. • Mall Court West: Between 2 "d Street and 3`d Street from north side of Wilshire Boulevard to south side of Broadway. • Mall Court East: Between 3`d Street and 4" Street from north side of Wilshire Boulevard to south side of Broadway. • 4th Court: Between 41h and 51h Streets from north side of Wilshire Boulevard to south side of Colorado Avenue. • 5" Court: Between Stn Street and 61n Street from north side of Wilshire Boulevard to south side of Colorado Avenue. • 61h Court: Between 6th Street and 7th Street from Colorado to Wilshire 7th Court: Between 7th Street and Lincoln Blvd. from Colorado to Wilshire AI levs 16 Mall Courts East Et West Sweeper - scrubber Picks up small debris, applies degreaser, 5x a week 1 scrubs pavement Et recovers excess water Policing Walk site, sweep Et remove debris 7 Times a week 1 or 2 Spills Apply absorbent, collect into plastic bags, As- Needed 1 ft 2 pressure washer and scrubber Spot Cleaning Discarded furniture, appliances, spills, etc. As- Needed 1 Et 2 £t Customer Calls Graffiti Remove As- Needed 1 Et 2 Weed suppression' Remove and spray herbicides As needed, based upon 1 inspections Off Duty Toxic spills, electrical, water, accidents, etc. As needed Emergency Call -outs 1 stt 4th 5t 6th a 7th Courts: Mobile Vacuum Vacuums debris from large areas 5x a week (Mon. — Fri.) 1 Policing Walk site, sweep debris As- Needed 1 Et 2 Spills Apply absorbent, collect into plastic bags, As- Needed 1 Et 2 pressure washer and scrubber Spot Cleaning Discarded furniture, appliances, spills, etc. As- Needed 1 Et 2 Et Customer Calls Graffiti Remove As- Needed 1 Et 2 Off Duty Toxic spills, electrical, water, accidents, etc. As- Needed Emergency Call -outs Weed suppression Remove and spray herbicides As- Needed 1 16 DTSM /City Coordinated Maintenance Projects The City of Santa Monica and DTSM coordinate certain maintenance projects that require input from both entities. To date, these include: trimming the Jacaranda and Ficus trees, as- needed touch -up paint in Public Parking Structures, and providing landscaping for ICE at Santa Monica. DTSM and the City must look to the future to address new projects that become more crucial given the age of Downtown infrastructure. Future DTSM /City projects include: • Sidewalk and Street Repair • Replace Trash Cans Add Recycling Cans • Add and Replace Bike Racks • Replace Downtown news racks Replace bollards • Replace directory signs 17 HOMELESS SUPPORT PROGRAM Downtown Santa Monica, Inc.'s budget includes an $80,000 allocation to make a positive impact on Downtown's street residents. DTSM, Inc. contracts with Chrysalis Enterprises to accomplish this goal. Participants in this program are able to begin rebuilding their resumes and re- establish themselves into the workforce. Chrysalis employs two teams of two workers each to perform custodial tasks throughout Downtown Santa Monica. These individuals work from 10 a.m. - 5:30 p.m. daily. In addition to tasks such as picking up large debris items, pan and broom operation, and cleaning up spills, Chrysalis team members respond to maintenance calls from Ambassadors. This transitional program has proved to be successful. Many of the Chrysalis workers have graduated from the DTSM program to full -time work. ie m _ . VENUE AND PERFORMANCE MANAGEMENT DTSM Operations includes the management of the Downtown Santa Monica venue, particularly the bustling Third Street Promenade. Downtown public areas are used by street performers, free speech activists, as well as special events, filmings, and promotions. Operations staff works to maintain a positive environment for all approved activities in Downtown. To achieve this goal, the Venue Manager works with the Santa Monica Police Department, City Attorney's Office, City staff, and the DTSM Ambassador Program to carefully monitor and advise the public on local municipal codes and regulations. Objectives The key objectives for Venue and Performance Management are: • Maintain strong working relationships among DTSM stakeholders, the City of Santa Monica, the City's maintenance crew and the Santa Monica Police Department as they relate to the implementation and continued enforcement of the Performer's Ordinance and attention to the aesthetics of the Downtown. • Contribute to the early phases of event planning in order to better ensure compliance with DTSM standards. • Continue to facilitate communications among performers, merchants and the SMPD in order to maintain functional and professional relationships with these core groups. • Foster, support and promote the development of the Promenade's street performer talent base. • Work together with the SMPD, performers and stakeholders to make a positive impact on the noise violations in Downtown Santa Monica.. • Train and work with new Ambassadors to report street performer violations to the Police. • Report maintenance issues and code compliance violations. Strategies DTSM Venue and Performance Management shall meet one -on -one with new performers and with performers who are renewing their yearly permits. These meetings will provide performers with an opportunity to learn about the ordinance and give them the best opportunity to abide by the law. One way to stay engaged with the performer community is to provide artists and entertainers with regular information updates regarding special events that may impact their performance space. Additionally, maintaining regular office hours and a high profile on the Promenade and in Downtown Santa Monica makes the Venue Manager available for conflict resolution and problem solving and serves to reassure the community that their needs are important and are being addressed. As necessary, the Venue Manager will continue to host street performer meetings to discuss ideas that allow for better working relationships. In the past, these meetings have led to positive changes in how all sides perceive and ultimately work with each other. The manager also conducts routine maintenance and code compliance reviews by reporting Infrastructure damage Downtown and advising merchants of code compliance violations. 19 MARKETING Overview The Marketing Department at Downtown Santa Monica, Inc. works to promote Downtown Santa Monica, which includes the world- renown, pedestrian -only Third Street Promenade and Santa Monica Place. Downtown Santa Monica offers a vibrant mix of retail outlets, dining establishments, theaters and other various attractions, situated to encourage walk - ability and reflects the City's commitment to sustainability. DTSM, Inc. Marketing is dedicated to the creation and implementation of a marketing strategy that meets the objectives listed below. Objectives • Protect and elevate the Downtown Santa Monica brand, a thriving urban beachside community • Encourage consumers to enjoy a local Downtown Santa Monica experience • Manage the public perception of the District through 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 Strateov DTSM will meet these objectives through producing high quality, community- minded events each season. These events reflect and embody the core values of Downtown Santa Monica and help steer the visitor experience. DTSM Marketing will use all existing marketing programs to support and promote these events, creating a more effective and purposeful marketing strategy. 20 GENERAL MARKETING £t ADVERTISING Advertising Advertising has been an important way to establish and share Downtown Santa Monica's brand. For the next two years, DTSM Marketing will use traditional advertising to support two primary objectives: to promote DTSM produced community events and to drive local traffic to DTSM's digital platforms, primarily our website and Facebook. A strong local following on our website and social media programs continues to be the most effective and affordable way to promote DTSM activities and keep the community engaged with DTSM initiatives. Website DTSM, Inc. Marketing successfully launched downtownsm.com and it continues to be the most widely utilized marketing tool for Downtown Santa Monica. With the newly designed site, DTSM Marketing will promote the site as the primary source for information about the area. The site also houses a specific section geared towards property owners, businesses and locals. DTSM will regularly update information on the site and use E- newsletters, and an aggressive search engine optimization push to drive traffic to the site and establish downtownsm.com as the most reliable source of information regarding Downtown Santa Monica. Buy Local Campaign Local consumers continue to be the backbone for the majority of our businesses. Though tourism is a critical contributor to the success of our area, inbound travel fluctuates based on many factors including the economy, safety levels, airlines, etc. Reaching and engaging a loyal local consumer base is the most assured way to ensure a healthy, stable revenue source for businesses. The Buy Local Campaign, launched by DTSM, Inc. as an awareness campaign in 2008 continues to grow each year. Today, the program includes a comprehensive website, calendar of events and various programming throughout the year. A Buy Local Steering Committee was created in 2009 which consists of representatives from each of the shopping districts in Santa Monica, City staff, Chamber of Commerce and CVB. In 2010, an Executive Committee was formed to oversee budget expenditures and identify goals and objectives for the larger Steering Committee. DTSM, Inc. will continue to be active on both of these committees and focus on generating more awareness of local purchase power and encouraging locals to 'Think Santa Monica First' Tourism Tourism is currently a healthy contributor to the success of the Downtown area. DTSM, Inc. Marketing partners with Los Angeles Tourism £t Convention Board and Santa Monica CVB (SMCVB) through a co -op ad presence in the Official Visitors Guides for Santa Monica and Los Angeles, respectively. DTSM also advertises in the Santa Monica Official Map, Where Magazine and City Explorer TV. DTSM will continue its membership with Los Angeles Tourism Et Convention Board as a way to keep Downtown top of mind domestically and abroad. This membership provides DTSM the ability to participate in tourism initiatives for the greater Los Angeles area. Although advertising is an important method to influence visitors to come to Santa Monica, DTSM also works closely with local receptive tour operators and hosts familiarization tours for international tour operators and travel agents that bring in visitors in volume. These familiarization tours are conducted throughout the year and help operators and agents sell Santa Monica abroad. Green Initiatives DTSM, Inc. will focus on implementing green practices into every program for the District, whether it be using less paper, consuming less energy or using environmentally friendly products. This year, DTSM, Inc. will become a Certified Green Business and encourage more businesses within the District to follow suit. 21 Internal Database System DTSM will continue work on improving our current internal database to be more effective. With the addition of various new programs, the database functionality must be clean and compatible to be effective, generate regular reports and maintain a tracking system for these programs. Merchant Meetings Merchant meetings are an effective way to help Bayside understand the issues and needs of local businesses. This year, DTSM Marketing will host quarterly merchant meetings to discuss hot topics and to inform businesses about DTSM programs. DTSM is developing a section on the new downtownsm.com to post important announcements and serve as an information portal to downtown businesses. In addition to these efforts, Marketing will continue to schedule regular one -on -one visits with merchants in order to build and strengthen relationships. Publicity and Communications The primary function of DTSM's media relations is to generate positive commentary for the area through media impressions. The program focuses on securing coverage of Downtown Santa Monica in regional, national, and international outlets. The media relations program includes: • Spreading awareness of the new brand identity for Downtown Santa Monica • Developing and honing a targeted media list and pitching various story ideas to garner media coverage Planning and executing a minimum of two media - worthy events that emphasize a local experience Collaboration with area businesses and their PR team(s). Writing, disseminating and conducting follow -up to news releases and media alerts • Pitching and hosting travel and lifestyle journalists to write about the area Awareness of the Ambassador Program and the Enhanced Maintenance Program Providing merchant product placement through morning shows, weather segments and news features • A monthly media status report that includes a complete summary of the month's activities with story clips, sound bites and video footage. Report will also provide ad equivalency, circulation and viewership when relevant 22 EVENTS, SAMPLINGS Et FILM SHOOTS Community Events This year, DTSM, Inc. will continue to focus on building a community environment in the District by hosting resident - friendly events each season. These annual events are designed to help shift the perception of the area as a shopping district to an urban community, build traditions for the area, as well as steer the visitor experience to have a local flavor. Cinema on the Street (Summer) Each summer, DTSM produces a series of free outdoor movie screening on Third Street Promenade. This year, each Friday in July, locals and visitors are welcome to bring their picnic baskets, blankets and chairs and enjoy family - friendly flicks on the 1200 block of the Promenade. The movies series will be promoted on the DTSM website, social media and through PR efforts. GLOW (Fall) Glow is scheduled to return to Santa Monica this September. Produced by the City of Santa Monica and the Santa Monica Arts Foundation, Glow is expected to draw more than 100,000 visitors to view art installations commissioned local and international artists. DTSM will work with the City of Santa Monica to plan, organize and execute this stunning collection of original works of art. Due to the volume of people that attend and due to the special nature of this event, DTSM plays a key role in mitigating impacts to the area. It is the only event of its scale in the U.S. that exhibits only commissioned works for one night and keeps Santa Monica on the forefront of cutting -edge culture on the west coast. Winterlit Et ICE at Santa Monica (Winter) The winter holidays are a special time of year in Downtown Santa Monica. DTSM produces annual holiday programming that include outdoor holiday decor throughout Downtown Santa Monica, free family- focused events in the month of November and December, a holiday tree lighting ceremony and concert and the beloved, ICE at Santa Monica, Santa Monica's premiere outdoor ice skating facility. Each of these initiatives are geared to draw out locals and create traditions for the community as well as drive sales to retail and restaurant locations in the district. Promotion for Winterlit will include: Elevator clings Backlit directories Social media promos Comprehensive public relations campaign Print ads Online banner ads Posters Buy Local Expo 'This year brings the third annual Buy Local Expo to Downtown Santa Monica. DTSM partners with Santa Monica Chamber of Commerce, Buy Local Committee and City of Santa Monica to produce a three - block, one -day festival celebrating local businesses. Businesses from all over Santa Monica exhibit their wares and promote their services to the local community. As a major sponsor to the event, DTSM helps to plan, promote and execute this event each year. 23 Downtown Santa Monica Flower Festival The Downtown Santa Monica Flower Festival is a celebration of flowers that will take place along the Third Street Promenade from Wilshire to Santa Monica with more than 1200 square feet of exhibits and events that will enchant, entertain, and educate. The festival will feature creative displays using flowers. Local landscape designers and architects will compete to create a series of themed vignettes along the Promenade, showcasing the latest in sustainable and eco- friendly garden design. A team of experts will judge entries and the winning designs will be displayed throughout the event. Local schools will participate by creating their own beautiful, original flower displays and visitors will vote to determine the winner. The Downtown Santa Monica Flower Festival will also include an educational speaker series that will cover a wide variety of garden topics ranging from container gardening and gardening on your deck to mastering Ikebana, growing orchids and more. Gardening authors and experts will discuss horticultural topics and cover how -to tips on yards and vegetable gardens. There will be fun for the entire family including demonstrations on flower arranging Et gardening, children's workshops, chef demos, Buy Local arts Et crafts, and local vendors of all descriptions will enhance the visitor experience by offering products that are horticultural in nature or garden - related. There will be a wide variety of social media tie -ins to promote the event, increasing local exposure and engagement. DTSM's PR company, Urban Legend PR, will conduct a comprehensive PR campaign to promote the festival in order to establish and grow an audience. Sponsorship opportunities will also be available to help offset the cost of producing the event. The first -ever DTSM Flower Festival will be highly promoted throughout the Santa Monica area. Promotions will include: Pole banners Elevator clings Backlit directories Social media promos Comprehensive public relations campaign Print ads Online banner ads Posters Outside Event £t Filming Requests One quality that makes Downtown Santa Monica and Third Street Promenade so unique is the experience that the area offers consistently to its visitors. The unedited realness of the area proves to reliably draw people. 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. DTSM Marketing serves the community by fielding thousands of event, sampling and film shoot inquiries each year. Last year, the City of Santa Monica altered the event municipal code to clearly define what constitutes a community special event. Various organizations including non - profits, community businesses and corporate companies request use of the area to promote and sample their products. DTSM Marketing will screen calls, process applications, coordinate logistics and communicate with the City Community Et Cultural Services Department, who will ultimately issue all of the special event permits. DTSM will also continue to coordinate logistics with other City entities including Santa Monica Police and Fire Departments. 24 PRINTED COLLATERAL Printed Collateral It is important to maintain communication with consumers, residents and merchants. DTSM, Inc. Marketing keeps the public informed of downtown news through various printed pieces. Each of these published pieces will supply stakeholders and consumers with relevant information on Downtown Santa Monica as well as serve as a tool to promote awareness of DTSM- produced events. The Beat This popular monthly newsletter is a well- respected avenue for timely news pertaining to the district. Due to the success of the printed piece, DTSM will continue to print a quarterly newsletter. Historically, the recipient list for the newsletter includes key community and civic leaders as well as business and property owners. However, there is a need to distribute this information to the growing number of office employees and residents in Downtown. In tandem, DTSM will create an online version and gear this content towards this important stakeholder group. Downtown Directory Guide Each quarter, DTSM produces a Downtown directory, formerly known as the Downtown Directory Guide to help people navigate the district. The 46 -page four -color guide is an in- market piece that includes a listing of all the businesses in the District, a map of the area, calendar of events, basic visitor information and seasonal editorial content. The piece is distributed by the Ambassadors in Downtown and in key areas in and out of the District including information centers, hotels, City Hall, Pier Police Substation and Chamber of Commerce. DTSM, Inc. Marketing will continue to work to make improvements to the piece both visually and functionally. Employee Discount Program The Employee Discount Program has continued to be a success. Participants are updated each month. This one - sheet is distributed through the The Beat newsletter and posted on the website. The Memo The Memo is an effective tool DTSM uses to communicate important information to District businesses, including events or construction that impact the area, meeting announcements and information about various programs offered through DTSM and/or it's partners. It is produced at the beginning of each month and is distributed to each of approximately 550 ground -floor businesses by Ambassadors. Staff will also explore ways to expand the distribution to office buildings and residents as well as look at effective ways to disseminate the piece via email and the web. 25 SUPPORT a REVENUE DOWNTOWN SANTA MONICA, INC. FY 2012/2013 ADOPTED BUDGET FY 2011/12 FY 2012/13 Bayside Assessment $1,350,000 $1,400,000 CBD Assessment $200,000 $250,000 BID Assessment $1,439,000 $3,450,000 Dolphin Donations $3,500 $3,000 Transfer from Dolphin restricted funds" - $7,000 Special Events $170,000 $20,000 Filming Revenue $75,000 $75,000 Ice Rink Income $640,000 $650,000 Ice Rink Sponsorship $30,000 $80,000 Other income $50,000 $50,000 Interest $8,000 $8,500 TOTAL INCOME $3,965,500 $5,993,500 EXPENSES FY 2011/12 FY 2012/13 PERSONNEL $984,500 $1,056,750 ADMINISTRATION 1 $358,375 1 $418,220 BUSINESS DEVELOPMENT $194,800 $153,500 MARKETING AND PROMOTIONAL 1 $1,073,671 1 $1,006,530 ICE AT SANTA MONICA 1 $640,000 1 $695,000 OPERATIONS 1 $2,847,000 1 $2,653,000 DOLPHIN 1 $3,500 1 $10,500 TOTAL INCOMEJ $3,965,500 $5,993,500 TOTAL EXPENDITURES $6,101,846 $5,993,500 'Dolphin Change Program will go into reserves until depleted. Board action 3122112 ADOPTED 9a change 7.3% 16.7% - 21.2o/a 200.0% 5 t.1 a/o 1.8% 5/24/12 MAP OF DOWNTOWN SANTA MONICA 27 41§ m A 3 � � w - - - - -.® � 1 3!I! NY VXOIInV � A i A °da 1 j 1 1 1 1 A 1 s pw�vuw rv/ x 1 � ay -'ins wrL- NU »Y3N4n� i 1 1 1 ' ". y.. v.,... mnv / m..m °s eaa vd da 1 x � y- RL1i38N41LL5 onrmlp4 LLLl61tlIX14M � � , 1 m«Y t ; wm biJ r Y 1 1 xrnmuaN - -, ivuNYOaa 1 A I 1 ' Cna( 3 .sue 1 W ' w ' z r z i z i i ' 1 0 1 Q v-4 ' 1 ' ante »IVOq nnvi l 1 1 anro vnxnw vnrs 27 41§ m A 3 � � 1 � 1 3!I! NY VXOIInV � � LINIAY iNI)ZP4V i 1 1 j 1 1 1 1 i 1 1 1 ' ". 1 M,wwrwru wl y- RL1i38N41LL5 LLLl61tlIX14M � � a 1 m«Y t ; wm biJ r Y 1 27 41§ m A 3 � � DOWNTOWN SANTA MONICA, INC. Board Chair Vice - Chairs Secretary /Treasurer Board Members Chief Executive Officer Vice President Executive Assistant Operations Department Operations Manager Alex Acuna Venue Manager Stephen Bradford Operations Coordinator Chris Brown Board of Directors Staff Johannes Van Tilburg Barbara Bryan Patricia Hoffman Barbara Tenzer John Warfel Rob Rader Bruria Finkel Todd Flora Allan Golad Sarah Letts Sharon Myer Elaine Polachek Bill Tucker Kathleen Rawson Debbie Lee Linn Wile Marketing Department Events Et Marketing Manager Mackenzie Carter Digital Marketing Manager Cheryl Bagby Marketing Et Events Assistant Megan Furey a 28 0 Digital Marketing Manager Oversees Internet, Computer IT a Public Relations DOWNTOWN SANTA MONICA, INC. STAFF ORG CHART Office NLanaaer Office Mgmt, Reception, Financials, HR, Assists VP, CEO Board Et Civic relations, Strategic planning, Development, Urban Planning, Spokesperson Executive 1- 155(Stant Financials, Assists CEO, Office Mgmt Vice President Oversee departments, Works with CEO on strategic planning a development, Community relations, Spokesperson Events Et Marketing Manager Oversees all events a filming requests, Printed Collateral Marketing Assistant Assists Marketing, Events a Filming, Social Media a Reporting Administrative Analvst Tracks Et monitors progress of various development projects, Attends City Council, community Et Commission meetings Operations Manager Oversees Ambassador Et Maintenance Contracts, City Ops Programs, Tenant Relations Operations Coordinator Assists with Ambassador a Maintenance Contracts, Field Inspections, Work Orders Et event liaison Venue Manaaer Oversees promenade activities, Street Performers a event load - njout Operations Assistant Receptionist, Assists Ops Department, Database Mamt, a Reporting Reference Contract No. 9626 (CCS)