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Home My WebLink AboutRDA Packet 1996/05/07 Tuesday, May 7, 1996 Council Chambers 4:00 p.m. Public Services Building (immediately following the City Council meeting) Joint Meeting of the Redevelopment Agencv/Citv Council of the CitY of Chula Vista CALL TO ORDER 1. ROLL CALL: Agency/Council Members Alevy -' Moot -' Padilla_, Rindone -' and Chair/Mayor Horton - III dod:;,o un~or po~c1ty of pcrj'1rY that I ani 2. APPROVAL OF MINUTES: April 16, 1996 e'~- 10"°'1 by t:'e C;,>' ci C':"'o Vioia in the Communtj De"-'J':-' .,' ". c':~"nt and that I posted this P'ccndc¡;.¡(. ¡:tin ßoßrd at the Puc'¡¡c ~;.rv,ccD '"Ci~" . ¡¡ .., City Hall on s!"AF c).3 . {J., .. BUSINE "'_-0."'_" The items listed in this section of the agenda are expected to elicit substantial discussions and deliberations by the Agency, staff, or members of the general public. The items will be considered individually by the Agency and staff recommendations may in certain cases be presented in the alternative. Those who wish to speak, please fill out a "Request to Speak" form available in the lobby and submit it to the Secretary to the Redevelopment Agency or the City Clerk prior to the meeting. Public comments are limited to five minutes. 3.A. COUNCIL RESOLUTION 18266 APPROVING CHULA VISTA DOWNTOWN ASSOCIATION'S (DBA) BUDGET..ln accordance with the Chula Vista Municipal Code, the Chula Vista Downtown Association is required to submit an annual budget for Council approval. The Council also reviews the Association's annual report describing the District's past year's management activities and achievements. Staff recommends approval of the resolution and accept the report. (Community Development Director) B. COUNCIL and AGENCY REPORT CHULA VISTA DOWNTOWN BUSINESS ASSOCIATION'S REQUEST FOR ASSISTANCE TO FUND 1996 PROMOTIONAL ACTIVITIES FOR DOWNTOWN ORAL COMMUNICATIONS This is an opportunity for the general public to address the Redevelopment Agency on any subject matter within the Agency's jurisdiction that is not an item on this agenda. (State law, however, generally prohibits the Redevelopment Agency from taking action on any issues not included on the posted agenda.) If you wish to address the Council on such a subject, please complete the yellow "Request to Speak Under Oral Communications Form" available in the lobby and submit it to the Secretary to the Redevelopment Agency or City Clerk prior to the meeting. Those who wish to speak, please give your name and address for record purposes and follow up action. Your time is limited to three minutes per speaker. - Agency -2- May 7, 1996 OTHER BUSINESS 4. DIRECTOR'S/CITY MANAGER'S REPORT(S) 5. CHAIR'SIMAYOR'S REPORT(S) 6. AGENCY/COUNCIL MEMBER COMMENTS ADJOURNMENT The meeting will adjourn to (a closed session and thence to) the Regular Redevelopment Agency Meeting on May 21, 1996 at 6:00 p.m., immediately following the City Council meeting, in the City Council Chambers. . . . . . CLOSED SESSION Unless Agency Counsel, the Executive Director, or the Redevelopment Agency states otherwise at this time, the Agency will discuss and deliberate on the following item(s) of business which are permitted by law to be the subject of a closed session discussion, and which the Agency is advised should be discussed in closed session to best protect the interests of the City. The Agency is required by law to return to open session, issue any reports of JiIlgJ action taken in closed session, and the votes taken. However, due to the typical length of time taken up by closed sessions, the videotaping will be terminated at this point in order to save costs so that the Agency's return from closed session, reports of JiIlgJ action taken, and adjournment will not be videotaped. Nevertheless, the report of final action taken will be recorded in the minutes which will be available in the Office of the Secretary to the Redevelopment Agency and the City Clerk's Office. 7. CONFERENCE WITH REAL PROPERTY NEGOTIATOR - Give Instructions to Negotiators pursuant to Government Code Section 54956.8 . Proposed sale of property: 2.71 acre portion of Marina View Park, located at south side of J Street, west of Bay Boulevard, Chula Vista, CA 91910 Negotiating Party: John D. Goss/Chris Salomone on behalf of the City of Chula Vista Redevelopment Agency and Larry Killeen, Executive Director, San Diego Unified Port District Under Negotiation: Price and Terms. 8. REPORT OF ACTION(S) TAKEN IN CLOSED SESSION ...... COMPLIANCE WITH TIlE AMERICANS WITH DISABILITIES ACT The City of Chula Vista, in complying with the Americans With Disabilities Act (ADA), request individuals who require special accommodations to access, attend, and/or participate in a City meeting, activity, or service request such accommodation at least forty-eight hours in advance for meetings and five days for scheduled services and activities. Please contact the Secretary to the Redevelopment Agency for specific information at 619.691.5047 or Telecommunications Devices for the Deaf (TOO) at 619.585.5647. California Relay Service is also available for the hearing impaired. [C:I WP51 IAGENCYIAGENDASIO5.Q7 -96.AGD] Tuesday, May 7, 1996 Council Chambers 4:00 p.m. Public Services Building (immediately following the City Council meeting) Joint Meeting of the RedeveloDment Agencv/Citv Council of the Citv of Chula Vista ADDENDUM CLOSED SESSION 7.b. SALE AND DISPOSITION OF REAL PROPERTY - Pursuant to Government Code Section 54956.8 . Disposition of Agency-owned property at 760 Broadway (Parcel Nos. 571-200-13, 14, 15, 16, 17), Redevelopment Agency Broadway Business Homes. - MINUTES OF A JOINT MEETING OF THE REDEVELOPMENT AGENCY! CITY COUNCIL OF TIlE CITY OF CHULA VISTA Tuesday, Apri116, 1996 Council Chambers 6:11 p.m. Public Services Building CALL TO ORDER 1. ROLL CALL: PRESENT: Agency/Council Members Alevy, Moot, Padilla, Rindone, and Chair/Mayor Horton ALSO PRESENT: John D. Goss, Director/City Manager; Bruce M. Boogaard, Agency/City Attorney; and Beverly A. Authelet, City Clerk 2. APPROVAL OF MINUTES: April 9, 1996 Member Alevy requested that the minutes of April 9, 1996 be amended to reflect that he abstained from participation on Item #4 and that the motion was seconded by Member Rindone. MSUC (RindonelHorton) to approve the minutes of April 9, 1996 as amended. CONSENT CALENDAR 3. WRITTEN COMMUNICATIONS: None * * END OF CONSENT CALENDAR * * PUBLIC HEARINGS AND RELATED RESOLUTIONS AND ORDINANCES 4. PUBLIC HEARING TO CONSIDER CONDEMNATION OF INTEREST IN CERTAIN REAL PROPERTY COMPRISED OF APPROXIMATELY 9977.88 SQUARE FEET, LOCATED AT 40 NORTH FOURTH AVENUE (TARGET SHOPPING CENTER), CHULA VISTA, CALIFORNIA--On 11/15/94 the Council and Agency held a joint public hearing and approved the Final Environmental Impact Report and Precise Plan, along with other discretionary land-use approvals for the Channelside Shopping Center project. The FEIR and Precise Plan require a fully signalized concentric intersection in order to mitigate traffic impacts. The purpose of this public hearing is to determine the public necessity to acquire the property by means of eminent domain. Staff recommends approval of the joint resolution. (Continued from the meeting of April 9, 1996) (Community Development Director) RESOLUTION 1493 and RESOLUTION 18253 FINDING AND DETERMINING PUBLIC INTEREST AND NECESSITY FOR ACQUIRING AND AUTHORIZING THE CONDEMNATION OF CERTAIN REAL PROPERTY COMPRISED OF APPROXIMATELY 9,978 SQUARE FEET LOCATED AT 40 NORTH FOURTH AVENUE, CHULA VISTA, CALIFORNIA AND AUTHORIZING THE COMMENCEMENT OF CONDEMNATION PROCEEDINGS BY OUTSIDE COUNSEL TO ACQUIRE RIGHT-OF-WAY Councilmember Alevy abstained from participation in order to avoid a conflict of interest because the applicant was a client of the firm he was previously employed by. Councilmember Moot abstained from participation in order to avoid a conflict of interest because he had worked on legal matters for Albert Borgerding and had not been able to confirm whether Albert Borgerding was related to William Borgerding. 8 Scott Biel, Brobech, Phlezer & Harrison, 550 West "C" Street, San Diego, CA, representing Target Stores, agreed to the continuance. c2 -/ - Minutes April 16, 1996 Page 2 MSUC (Horton/Padilla) to approve the staff recommendation and continue the item for 45 days, approved 3-0-0-2 with Alevy and Moot abstaining. ORAL COMMUNICATIONS None ACTION ITEMS None submitted. ITEMS PULLED FROM THE CONSENT CALENDAR The minutes will reflect the published agenda order. OTHER BUSINESS 5. DIRECTOR'S/CITY MANAGER'S REPORT(s) - None 6. CHAIR'S/MA YOR'S REPORT(s) - None 7. AGENCY/COUNCIL MEMBER COMMENTS - None ADJOURNMENT ADJOURNMENT AT 11:25 P.M. to the Regular Redevelopment Agency Meeting on May 7, 1996 at 4:00 p.m., immediately following the City Council meeting, in the City Council Chambers. CLOSED SESSION The Agency met in Closed Session at 10:53 p.m. and reconvened at 11:25 p.m. 8. SALE AND DISPOSITION OF REAL PROPERTY - Pursuant to Government Code Section 54956.8 . Disposition of Agency-owned property at 760 Broadway (Parcel Nos. 571-200-13, 14, 15, 16, 17), Redevelopment Agency Broadway Business Homes. 9. REPORT OF ACTION(S) TAKEN IN CLOSED SESSION - No reportable actions were taken in Closed Session. Respectfully submitted, BEVERLY A. AUTHELET, CMC/AAE, City Clerk by: \J, .~ Vicki C. Soderquist, CMC, uty City Clerk ,J.-"¿ - CITY COUNCIL/REDEVELOPMENT AGENCY AGENDA STATEMENT 3dCAh Item Meeting Date 5/07/96 ITEM TITLE: A) COUNCIL RESOLUTION / J'26 ~ Approving Chula Vista Downtown Association's (DBA) 1996 Budget BI COUNCIL/AGENCY REPORT: Chula Vista Downtown Business Association's Request for Assistance to Fund 1996 Promotional Activities for Downtown SUBMITTED BY: Oom""""" '...'o,m.", "'.mo' c.,~ REVIEWED BY: Executive Director/City Manager J Cd. (4/5ths Vote: Yes - No_) Council Referral Number: - BACKGROUND: In accordance with the Chula Vista Municipal Code, the Chula Vista Downtown Association (aka, Downtown Business Association, DBA) is required to submit an annual budget for the City Council's approval. The DBA's budget is funded by a special assessment applied to each business located within the District boundary and any income the District earns from promotional activities and other contributing sources. In addition, to the DBA's budget, the City Council reviews the Association's annual report describing the District's past year's management activities and achievements, A copy of the Association's 1995 DBA Program Evaluation (Exhibit A) and the DBA's 1996 Work Plan and Budget (Exhibit B) are attached for the Council's review and consideration, The following staff report provides an overview of the DBA's 1996 budget and a discussion of the Association's request for additional funding from the Council and Agency. RECOMMENDATION: A, That the City Council adopt Resolution - approving Chula Vista Downtown Association's 1996 budget B. The City Council/Redevelopment Agency accept staff's report; and, 1. The City Council refer the Chula Vista Downtown Association's request for $10,020 of in-kind public services for Downtown promotional events to the City's 1996-97 budget; and, 2. The Redevelopment Agency refer the Chula Vista Downtown Business Association's request for $15,103 to assist funding of Downtown promotional activities to the Agency's 1996-97 budget. BOARDS/COMMISSIONS RECOMMENDATION: Not applicable. DISCUSSION: The Downtown Improvement District was estabiished in 1971 to promote business activities in the Chula Vista Downtown and to aid in efforts to make the area more attractive to consumers. The Chula Vista Downtown Association (DBA), a non-profit organization was formed to administer the District's business. Generally, about $22,000 per year has been derived from the District's special assessment, Income from promotional activities has been limited. In the past, the Redevelopment Agency contributed approximately $25,000 per year to the DBA budget for J-/ Page 2, Item 3",..b Meeting Date 5/07/96 promotional activities (ending FY 94-95) and provided funding to the District for the Town Manager's salary for three years (ending FY 94-95). The Agency did not provide any funding to the DBA in the FY 1995-96 budget; therefore, the Town Manager's position and all the Association's promotional activities are currently funded by the DBA assessment and revenues from their activities. The City Council resolution establishing the Downtown Business Improvement District requires that the Association submit their budget to the City Council in March of each year, The DBA's budget is based on calendar year as are other local non-profit organizations such as the Chamber of Commerce and the Bonita Business and Professional Association, and is approved by the DBA each January, then submitted to the City in March. The DBA has submitted an evaluation of the Association's 1995 activities (Exhibit A) and a work plan and budget for calendar year 1996 (Exhibit B). 1996 Work Plan and BudDet The 1996 work plan proposes to continue many of the programs and activities currently being undertaken by the DBA such as the Main Street organizationai process, major promotional events, liaison work with government and private agencies, and the operation of the Business Improvement District, In addition, the budget includes several activities that are designed to generate revenue, to further develop the DBA as an organization, and to provide for the quality promotion of Downtown as a viable commercial district. The DBA has indicated that it has been difficult to establish a meaningful series of diverse and high quality promotional activities within the Downtown area because the DBA's funding is limited, It is anticipated that several of the revenue generating promotional events, such as the Taste of Third Avenue and the Third Avenue Festival, will increase in revenue generation as the events mature and will help to off-set the costs of non- revenue generating events like the Farmers' Market which provides good exposure and good will for the Downtown, In the interim period, the DBA would like to develop their promotional events in a high quality manner to reflect the high quality goods and services the area provides, Therefore, the DBA is requesting assistance from the City and Agency to ensure the quality of the Downtown's 1996 promotional program, A copy of the DBA's current year work plan is attached as Exhibit B and includes a 1996 calendar of events, The Association is requesting that the City and Agency assist in funding three of the planned, major promotional activities, A budget and funding request for each of the three follows. For comparison information, copies of two surveys conducted by the Calífornia Main Street organization are attached as Exhibit C and D. These surveys were publíshed in 1995 and Involve operation of Farmers' Markets and funding for BID promotional events within a number of California Main Street cities. In general the surveys concluded that City contributions were the largest single budget income category toward the support of the Downtown Districts at an average of 3B% or $36,690. Program (or event! revenues is the second at 29% and Business Improvement District fees is the third at 21 %. Another interesting survey conclusion is that the Farmers' Market should not be viewed as a money-making event. It is a means to bring people to the downtown. DBA'S FUNDING REQUEST: The DBA is requesting that in addition to their budget, which is funded from assessment and revenues from promotional events, they would like CitylAgency support for promotional activities including both direct costs and in-kind staff services. This request (outlined below) will be addressed as part of the City/Agency FY 96-97 budget process. ..3 - 2--- Page 3, Item 3o..,d Meeting Date 5/07/96 1, Farmers' Market Operations (market manager's fee, permits, $4,760 and signage) $140 x 34 weeks Advertising: 7,967 (2) 3" x 4"/month/Star News (2) 2" x 6"/month/Union Tribune Advertising Signage (Third Avenue 1,076 Parkway, Third Avenue banner, and store posters) Traffic Control Signage 1,000 Farmers' Market Projected Budget: $14,803 DBA Request: $5,103 2. Third Avenue Festival Advertising $4,000 Sanitation 1,000 labor 500 Printing, postage 1,000 Street closure (DBA share) 1,000 Entertainment 14 multi-cultural, quality 8.500 name musical groups x $2,000 + 2 local bands x $250) Third Avenue Festival Projected Budget: $16,000 plus: Police, Fire, Public Works, barricades, etc, (est. $5,0101 DBA Request: $B,OOO Entertainment $1,000 Radio Advertising $5,010 Police, Fire, Public Works, barricades, etc. 3. Yule Parade Advertising $2,000 Sanitation 500 Signage 400 Printing, postage 400 Supplies 200 Yule Parade Projected Budget: $3,500 plus: Police. Fire, Public Works, barricades, etc, (est, $5,0101 DBA Request: $1,000 Radio Advertising; $5,010 Police, Fire, Public Works, barricades, etc, 3-3 - Page 4, Item 3 q,.Lb Meeting Date 5/07/96 Staff will provide an analysis of the DBA's request during the 1 996-97 budget review process. FISCAL IMPACT: The DBA is requesting an estimated $10,020 of public services from the City and $15,103 of funding from the Redevelopment Agency. The following is a breakdown of those costs. Citv Public Services 1 Police services for crowd control and $3,100 traffic control City portable stage, PA system, folding 270 chairs, delivery, set-up, removal Parks personnel trash clean-up 240 Public Works barricades, traffic control 1,400 equipment, delivery & removal TOTAL CITY PUBLIC SERVICES $5,010 X 2 events = $10,020 Redevelopment Fundinq Farmers' Market $5,103 Third Avenue Festival 9,000 Yule Parade 1,000 TOTAL REDEVELOPMENT FUNDING $15,103 If the City refers the DBA's request to the budget process, $10,020 of in-kind public services will be considered in the City budget and $15,103 of funding will be considered in the Town Centre I Redevelopment Project Budget, Staff's recommendation of funding level will be developed and presented to the CouncillAgency in the 96-97 budget process. IDBAalt.113/DBAdisk] 1 Based on estimated publk service costs for 1995 Yule Parade. 3-/f - ~XHmf A 1995 DOWNTOWN BUSINESS ASSOCIATION PROGRAM EVALUATION The purpose of the Downtown Business Association is to continually improve Downtown Chula Vista by promoting and supporting the area. In 1995 the officers, board of directors, Town Manager and over 350 members actively worked as a team to improve the district. An overview of 1995 accomplishments follows. A decorative street banner program, a much needed addition for the beautification and identification was completed. The banners serve as a visual reminder that you are in the downtown area. and adds a festive feeling as you drive along Third Avenue, The weekly Farmers Market continued through October. Upon careful evaluation, the market was closed during the slow winter season and will be opened in a new location in March 1996. The Farmers Market is a great addition to the downtown area and has a very strong and loyal customer base and we plan to make this years market better than before. Taste of Third Avenue, a new event designed to highlight the international selection of restaurants available along Third Avenue was such a promotionl and financial success in April that another was held in October. Over 500 customers purchased tickets to the two tastes and all of the restauranteurs and businesses benefited from the increased foot traffic. The eighth annual Third Avenue Festival, a celebration of multi- cultural arts and crafts, music and food, was a resounding success. Over 100 vendors displayed and sold their hand made arts and crafts, top name and local entertainment graced two stages, and 12 international food vendors prepared their specialities. The day long August event drew crowds from throughout the San Diego and Baja area and provided the DBA with a net profit of $3800.00. The Starlight Yule Parade, entitled an International Holiday Celebration, featured marching bands, youth groups, floats, classic cars and Santa himself brought the Holiday spirit to the downtown area just in time for the busy holiday shopping season. Over 3800 people participated in the parade and over 20,000 viewed the parade. In conjunction with the parade, the DBA sponsored a 3-5 Holiday Window decorating contest and most every storefront was decorated and lit. The Downtown Business Association worked to strengthen relationships and improve communications with the Chamber of Commerce, Broadway Business Association, Bonita Business and Professional Association, Plaza Bonita and Chula Vista Center. The DBA also communicates and works closely with the Community Development staff, Parks and Recreation, Project Area Committee, and many other city government personnel. The DBA also communicate regularly with all merchants on the street by means of a quarterly newsletter, bimonthly meetings open to the community and through the DBA office. The Annual meeting was held in January at the Norman Park Center and the plans and annual budget were presented and accepted. 93 people attended the joint Downtown Business Association qnd Chamber of Commerce Mixer around the fountain in Memorial Park. Cooperative advertising programs were offered for the two Tastes of Third Avenue, the Third Avenue Festival, the Holiday Yule Parade program and ROP ad, and Farmers Market. The DBA also participated in the special Olympic Training Center grands opening tab. The DBA is always investigating new ways to promote downtown business in a cost effective means. The appearance of the Downtown sidewalks, streets and buildings, is monitored almost daily by the Downtown Manager and monthly by the Design Committee. Graffiti is monitored and reported continually and the DBA had removal specialists address the Board meetings and their names and phone numbers available at the DBA office. The Downtown Business Association has worked very hard to develop positive working relationships with property owners and leasing agents owning and handling property in the downtown area. The town manager actively prospects new tenants for the area and the DBA was an active participant at the International Council of Shopping Centers Leasing Convention in May and the Southern California Leasing Exchange in July. The DBA office is acting as a referral service for potential business owners and property owners. 3-b Approximately 20 business licenses were approved in 1995. New businesses such as Stella's Third Avenue Deli, the Dutchess Cafe and Coffeehouse, Fran's Gifts, Laura's Furniture, ITS Travel, Crafty Needles, Kelly Services, Laura's Nails, Your Staff, Bonita Physical Therapy, All State Insurance, Caring For You and the Chocolate Maker are all doing business in Downtown Chula Vista. 3 -7 - This page blank. 3 -J> EXHIBIT B CHULA VISTA DOWNTOWN BUSINESS ASSOCIATION 1996 WORK PLAN AND BUDGET The 1996 Budget reflects the DBA's major work and promotional plan and considers that all special events are designed with a two-fold purpose, The promotional plan focuses on advertising, publicity, increased consumer traffic and recognition for the businesses located in Downtown Chula Vista, Additionally, all events, other than Farmers' Market, are conceived and operated to produce a revenue for the Downtown Business Association, The revenue generated will be reinvested to further advertise and promote the Downtown area, The Downtown Business Association will produce the following major promotions for 1996: Farmers' Market Thursday, March 21 st through Thursday, October 31st Taste of Third Avenue Tuesday, April 23rd Discover Downtown Saturday, May 18th Chula Vista Day Taste of Third Avenue Wednesday, September 11 Third Avenue Chamber Mixer Thursday, September 26th Third Avenue Festival Sunday, October 6th Safe Halloween Thursday, October 31st Holiday Window Decorating Friday, December 6th Starlight Yule Parade Saturday, December 7th Holiday Elf Program Monday, December 9th through Friday, December 20th Pending are: a Classic Car Show and Cruise Night, In addition to promotional events, the DBA's 1996 Work Plan and Budget includes the following goals: A professional quality Business Directory and Shoppers Guide will be available in March. The Directory lists businesses alphabetically and also by category for easy customer reference, The directory will be available at the Visitor Information 3,7 Center, Olympic Training Center, area hotels, the Norman Park Center and Fredericka Manor, City offices, the DBA office and in businesses located in the District, The Downtown Business Association will also use the piece as a promotional tool for Conventions and events such as the Chula Vista Expo and Harbor Days, An ongoing goal is communication among members and residents. Board members have been asked to bring one new business associate to every meeting. Only by continually encouraging participation and involvement will the DBA continue to thrive as an effective organization, Corporate Sponsorship of events was initiated in 1995, The DBA plans to be very aggressive in 1996 by expanding the program to tying in additional corporate sponsors into events and advertising for the Downtown area. Monitoring the appearance of sidewalks, streets, buildings and landscape will continue, All businesses are strongly encouraged to keep their buildings graffiti-free, clean, and professional. The DBA will once again actively prospect new tenants for the area, By continually monitoring new businesses throughout San Diego County and the State of California, the DBA will solicit new business uses that will be advantageous to the current tenant mix, The DBA also will work with the Economic Development Commission and property owners to assist in leasing space, All events in 1995 stressed an international, multi-cultural theme. The DBA plans to expand the International Theme to all special events, advertising and promotions, The Downtown Business Association has adopted an aggressive work plan for 1996, The key to that success is the development of a strong organization committee and cohesive Board and a solid volunteer base. The Board of Directors are committed to make Downtown Chula Vista the very best it can be, [DBAdisk/action.plnl 3 -/0 FUNDING REQUEST 1996 DOWNTOWN BUSINESS ASSOCIATION CITY PROPOSED BUDGET PUBLIC SERVICES AGENCY PROJECTED INCOME ASSESSMENTS $23,000 FARMERS' MARKET 5,900 INTEREST 400 TASTE I 3,000 TASTE II 3,000 THIRD AVENUE FEST 13,000 YULE PARADE 2,500 SCAVENGER HUNT 1,000 PROJECTED INCOME $57.800 EXPENSES ACCOUNTING $250 ADVERTISING 2,500 BANNER INSTALLATIONS 1,600 BANK CHARGES 100 BOARD PLANNING 50 CHAMBER MIXER 350 1997 DIRECTORY 1,000 DESIGN COMMITTEE 400 DUES 300 ELECTION 120 FARMERS' MARKET 9,700 $5,103 HOLIDAY DECOR REFURNISHMENT 1,000 INSURANCE (liability and contents) 1,900 INSTALLATION OF OFFICERS 250 NEWSLETTER 450 OFFICE OPERATING 2,800 SCAVENGER HUNT 900 REPAIRS AND MAINTENANCE 150 SEMIANRS 20 STORAGE AREA 1,080 TASTE I 700 TASTE II 700 THIRD AVENUE FESTIVAL 7,000 est. $5,010 9,000 TM CONFERENCES 500 TM MEDICAL 1,700 TM PAYROLL 40,000 TM T&B 12,000 UTILITIES 800 YULE PARADE 2,500 est. 5,010 1,000 PROJECTED TOTAL EXPENSES $90,820 NET LOSS $39,020 TRANSFER FROM RESERVE $39,020 DBA FUNDING REQUEST est. $10,020 $15,103 3 -/1 This page blank, ..3-IJ-- EXHIBIT C . Budget survey shows increase in revenue from promotional events Twenty-four out of twenty-seven Main Street communities re- sources of revenue, such as major promotiònal events, which can be sponded to a survey of their local Main Street program funding counted on year after year, However, it is important to remember sources for fiscal year 1994-1995. Respondents included the two that Main Street is a four-point approach of which promotion is only urban pilot programs as well as 22 programs in cities with popula- one aspect. A Main Street program needs to guard against devoting tions under 50,000. In total the 24 programs raised over $2.52 all of its resources and energy to staging promotional events. A million. Individual program budgets ranged from $30,000 to budget which reflects a diversity of funding sources is the ideal for $238,000. The arithmetic mean or "average" budget total is $97,018. a Main Street program. In this way, the program can efficiently work This figure is down only slightly from last year's mean budget total on all of the four points. of $97,468, Although the arithmetic mean of each budget category does not As in earlier surveys, city contributions continued to be the describe the specifics of anyone local program, it does provide a largest single budget category, even though total contributions were composite illustration of how a Main Street program derives its down $13,300 from last year. The total city contributions for this funding. ¡tJ9S' year were $953,960 or 38% of the budget totals. Program revenues Average Revenue Source by Category t!-.I/. oBIJ from special events, fund raisers and promotions constitute the next largest budget category for the second year in a row. Total program City Contribution $36,690 (38%) of' ¡;" revenues were $720,200 or 29% of total budgets, This figure is up Program Revenues 27,700 (29%; {~f/ over $80,000 from last year. Finally, business improvement district Business Improvement District Fees 20,570 (21%) ~OO fees constitute the third largest portion of Main Street budgets. Membership Fees 4,714 (5%) ø These fees raised $534,820 or 21 % of budget totals. This figure is Donations 3,657 (4%) ø down $44,180 from last year's survey. Other 1,952 ~î:~ ~ The implication of these figures is that Main Street programs are Grants 1.lli relying more and more on promotional events as a major source of ,~.247 revenue. This is the second consecutive year where funding from TOTAL $97,018 (100%) promotional events has increased, while other major funding sources have decreased. This is a trend which Main Street programs should For a copy of the California Main Street budget survey, contact be aware of. In difficult economic times, it is a struggle to find Victoria Finkler at (916) 327-3113.-:- 2 3-/5 u_---- -----. ..-... ,--- ..-w_- ,,-,-'. v_- I California I aæ [Mi]fg][Fü~~ , ¡ i Local PrOßJ'am Budget Survey Results I Twenty-four out of twenty-seven Main ¡Street communities responded to a survey of their local Main Street pr~ am funding sources for fiscal year 1994.1995. Overall the budgets of e 24 programs were down slightly from last year, Last year's total all programs was $2.53 million, while this year the total figure as $2.52 million, The arithmetic mean budget total is $97,018 hich is down slightly from last year's mean budget total of $97,468. ¡ Individual program budgets ranged from $30,000 to $238,000, ¡ i City contributions constituted the largest single budget category, totaling $953,960, or 38%, However, cit)¡' contributions were down slightly from last year's total of $967,25~ Program revenues from special events, fund raisers, service feejand promotions were the second large¡;t budget contributor. Tota program revenues were $720,200 or 29% of the total budgets. Th s figure is up $81,690 from last year, Finally. BID fees constitute the d largest portion of Main Street budgets. These fees raised $534,8 1 or 21 %, This figure is down $44,175 from last year's survey. I The implications of these figures are th~ Main Street programs are increasingly relying on promotional ev ts as a source of revenue. This is the second consecutive year wh re funding from promotional events has increased, while other majo funding sources have decreased. I -. --- . . " The arithmetic mean of each budget ca gory provides a composite illustration of how a local Main Street rogram derives its funding: City Contn'bution . $36,691 Membership Pee. I $4,714 CalifomJa Trude ami Asse,":menl District Fees $20,570 Commetœ Age Donations $3,657 ncy Grllnl8 I $1,735 ItO~ KSlteet ProgramRcvcnuC5 $27,700 SIlIIIo 1700 Other ~ ::s:- CA TOTAL I $97,018 9160322-3520 I I . I 3-/if u_--- --'-- -...---. ---_.._-----~..._" ,---~'--_.- .~,_.. 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III! ..... ..... I """"""",,_0 co... ~... .... ~ .... .. :";"":"~ ..... .... .. .. J J J J gj! J Ii! I IIJI I jd I !lJhl~~ djhh~ BJjhh~ ~nhh~ J -!~ I -.. --- -. ----..--- ------, .._.. --",----- ,~,~.. WU~ I ; j ; I ; i I : ; I I '#-~~~~"I:;""I: """",-o¡::¡òg I ~;8;808°; I 00.0."'*- I titiri : :... ;*:¡ "':l ~~~""I.'I.~'I. .... 00.0. - - 0 loog.......... g......-:¡:...:;: fÒ'" .?,,; ;;:;: ::t ... ... ~~~~t,t~ ~~~~~,~! S~~~~!~~ ~.~~~q~~ !~ij~~~~~ I~~:~:~:& ..._o.~.O. ~....w"'oo. -2'" . II> """""".."'" .....~..~:... .. ... ... ... U.U'" =...: ~;...."'- ~ :¡... = . ... J . I I! II I !! J I! J , hlhhØ UhJø !JJhhØ I j -/1 I "~~H ~-~ ~.._~-_.___..._n____-"-"'I---"--~-~ ,,_.~,. w_- [ I ¡ . J J 'If J i .. g ¡pill III !t1' .. "I] '1. ~ . I II ¡Ii 111.1 iill.. II ¡If I i f ~III' d I I 1 I) ( I! i i I h II' I f i I I !~E~~'f~ Ii) I ~I Ii ( I I ~~~~~~~~ ~~~~~~~~ I- l' II ! t i I "N..lftlftOON """"'-û"'" I t:¡ Ii! J ,¡ . IftN""""NlftN .....N""""" I !. f ~ I :*:t....:;..~......... , I I I r I ] ! ,! ,'I f) II)!, 1 i lei J II flf' 1 I!~ ¡!Z5 I il ~ II J )1 ], . Šllie!~~ 81]ieJ~~ ~ IIi II [ ; ;1 B J Bl~ê ! As 8~ i. wi i.! l ! ] ~ â .3 _/1 EXHIBIT 0 Survey measures success of Main Street farmers markets California Main Street is conducting a elude street entertainers, live music and ac- the major considerations. It is important to survey to determine the effectiveness and tivities for children. hold the market in a visible area so that impact of farmers markets in Main Street The survey solicited advice for those in. passersby will be attracted to the event. communities, The survey asks for statistics terested in starting a farmers markct in Other suggestions were to charge a fiat such as time and day of operation, size, their own community. Several respondents rate for booth rental rather than a percentage numher of visitors and levels of success. mentioned location of the market as one of of sales, and to inelude a variety of products Early results show that farm- from the specific region where ers markets operate success- the market is held. fully in l3outof27 Main Street Finally, respondents empha- communities. Most markets sized the point that farmers mar- take place weekly during the kets should not be viewed as summer months, however, six , money-making events, as most of the markets operate on a communities reported littleorno weekly basis year-round, The profit from their markets. Main number of visitors per week Street communities hold farm- range from 250 to 10,000. ers markets primarily because The majority of the markets they bring people of all ages to- do not consist solely of farmers gether to enjoy a community selling fresh produce. They event in the downtown district. have booths for arts and crafts, For a detailed copy of the food and drinks, and non-profit survey results, call Victoria organizations or community FinkleratCaliforniaMainStreet, groups. Several markets in- Farmers markets, like this one in Benicia, are popular places to (916) 327-3113.-:' buy fresh produce, 3 -J r -- - ~ ' oJ~L/ / /..L/C-<,V ,vc~, Calito rn i a He ~éIDÖ[fù~~~@ii Farmers Market Survey Attached are the results of the Farmers Market Survey which was conducted by California Main Street. The survey was targeted to participating California Main Street communities and asked for statistics such as time and day of operation, size, number of v.isitors and levels of success. Of particular interest is the section which gives advice to those who are interested in starting a market in their own community. Whether you are considering starting a new market or looking for ways to improve an existing one, we hope that this survey will help you learn from other communities. If you have questions regarding the survey, or would like additional copies of the results, please call Victoria Finkler at (916) 327-3113. California Trade and COmmerce Agency 801 K Street Suite 1700 Sacramento, CA ,3 ~).D 95814-3520 9160322.3520 Farmers ~farket Survey Results Farrners 5<:hedule ~onths of Certified Ave~a~~ visitors Market? (Day/Time) operation Farmers ~arket' Alameda (PSBA) NO Arcata YES Saturday,9-1pm ~ay - Sept. YES 500 - 600 Benicia YES Thursday.4-8pm _-\pril - Oct. YES 1000 - 2000 Berkeley NO Dinuba NO Escondido YES Tuesday. 3-7 (winter) 3- Year-round YES 3000 8 (summer) Eureka YES Tuesday,IOam-Ipm July - Oct. YES 250 (Jointly operated) Fort Bragg YES Wednesday, 3:30 - 5:30 ~ay - Oct. YES 700 Grass Valley NO Hollister YES Fridav, 2-6pm ~ay - Oct. NO 200 Lindsay NO Livermore NO Monterey YES Tuesday, Year-round NO 4,000-6,000 summer, 4-7 (",inter), 3,000-5,000 winter 4-8 (summer) Paso Robles YES Tuesday,IOam-Ipm Year-round YES Don't know Fridav, 4-8pm PortervilJe NO Quincy NO San Lorenzo Valley YES TuesdaV,3-7pm ~fav - Oct. YES 500 - 1000 San Luis Obispo YES Thursdav, 6-9pm Year-round YES 7,000 - 10,000 Turlock YES Thursdav, 5:30-9pm ~ay - Sept. YES 4,000 - 10,000 Ukiah NO,but planning one for sunvrer Vista YES Thursdav, 4-7pm Year-round YES A few hundred ¡Q4Cø . ~/J-"cr" ~-Od- ~u.. Vðh'+ ~ (:ÁJ." ý d,,--, YbL- )r 3-/-./ # of booths # of booth Booth distribution Cost of booth Net profit from utilized during spaces rental market market available Arcata 44 44 Farmers only 10% of sales, up to N/A- $20 independently ($10-$20) opc'rated Benicia 40-50 60 20 Fanners $100 annual $200 20 Arts & Crafts $20 - $35 weekly 4 Food & Drink $10 for non-profits 4-5 Community Groups Escondida 65 70 50-60 Farmers $6 minimum or 6% $0 2 Arts & Crafts of sales- farmers 3-5 Food & Drink $5 night - DT 3-5 Community Groups business 3-5Do~TIrownbusi~ $12-$25 food vendor Eureka 10-25 30 No specific distribution - $0 $0 depending on street closure season Fort Bragg 10-25 30 Farmers only 5% of sales $0 depend ing on minimum $2 season Hollister 10-15 20 8 Farmers $12 - $20 $0 2 Arts & Crafts 2 Food & Drink 1 Community Groups Monterey 50-96 100 1/3 Farmers $5 - $20 Varies depending on 113 Arts & Crafts $25 - Hot food season 1/3 Food & Drink Paso Robles 40 peak season 60 with 70% Farmers 5%ofsalesor$12 $100 high end room ro 20% Arts & Crafts for annual permit add more 10% Food & Drink Arts & Crafts: 4 spaces available per $5/week or $10 week for Community annual permit Groups at no charge San Lorenzo Valley Varies Approx. 18 Farmers $15/week for non- $0 14-18 1 Community Groups farmers 6 Other food, crafts, $1O/week for merchandise farmers 1 Farmers Market Management San Luis Obispo 106 130 51 Farmers $5 - $50 No response 18 Food and Drink 13 Community Groups 24 Downtown Merchants ~ 3-2?- # of booths # of booth Booth distribution Cost of booth Net profit from utilized during spaces rental market market available Turlock 75 108 20 Fanners $13 - $15 Approximately 15 Food & Drink $10,000 over 5 15 Community Groups month period 20 DT businesses 5 Entertainers Vista 6-10 depending 25-30 Fanners only $6 $48-60 on season Watsonville /q9h - :2. -L...... FM r"..-M.ÆV P;? tJ + "70 f>JJchdCt é'/z.uLd. ¡/M¡:Td-- /Ç2. -;;;0 þ:"f C¡Odf'r Ú+ +it¡ ~ fi--'-<- fJ (h. Jolt )< 3 -23 Increase in salcs Success of CommunÜy Means of advertising Outside cvcnts during market market response market used to draw hours? 5=high 5=high community 1=low 1=low Atcata Somc yes, some no 5 5 Newspaper, Radio, Music and Posters ole flyers, TV, Entcrtainment Magazines Benicia 10-25% 5 5 Newspaper, Posters Musical ole Flyers, A-Frame entertainment signs around town Pony rides ole air bounce, Health &: Fitness Faire Escondido Varies greatly 5 5 Newpaper, Posters&: Clowns &: flyers, Direct Mail balloon sculpture, strolling entertainers Eureka Unknown 4 4 Newspaper, Radio, None Posters &: Flyers, Newsletter Fort Bragg Neutral to small 5 5 Newspaper, Radio, None - Strictly increase Posters &: Flyers, TV focused on (ann products Hollister No 4 4 Newspaper, Posters Craft show, some &: Flyers entertainment Monterey Varies greatly - no 5 5 Newspaper, Radio, Bookmobile, significant Posters &: Flyers Bakers alley Increase Paso Robles No 3 3 Newspaper, Radio, Live Posters &: Flyers, entertainment Banners car show, wine festival San Lorenzo Valley Some increase 3+ 4 early in Newspaper, Posters Opening day season, 2 &: Flyers, Post card strawberry later mailing to everyone shortcake, face in San Lorenzo Valley painting, b!,lloons, live acoustic music each week San Luis Obispo Not measured 4 5 Newspaper, Radio, Therne nights Posters &: Flyers each week Turlock Double business 5 5 Newspaper, Radio, Entertainers that night Posters &: Flyers, TV and word of mouth Vista No 1 No re5¡X>nse Newspaper None r!' /"ffb f¡¡' p~ .3~'/ (J~) ~- ~ Ull V,v¿ ~ (b¡~) ;Jo~ ~~~ 13~ X 3-2-'-1 Special activities by businesses to Security measures to ensure safety at caoitalize on increase in customers market Arcata Sidewalk sale in conjunction Available officer from local police w /Harvest Festival dept., two management personnel watch for problems Benicia Co-op advertising in newspaper, late No skateboards, bikes or rollerblades, shopping hours on Thursdays market managers and volunteers handle any other issues Escondido Farmers Market committee currently Bike patrol in area during market planning activities DT business liaison officer walks through Eureka None None Fort Bragg None Street barricades at critical locations Hollister Cooking dernonstration by local Health inspector visits each market kitchenware business. Sales booth by downtown restaurants. Monterey None Police during first half hour to assist with car removal, bike patrol Paso Robles Later hours, in-store promotions, Barricades to block through traffic sidewalk sales, give aways Occasional foot catro! by police San Lorenzo Valley Attempts have been made with little Post extra signs to get drivers to slow response from businesses. A few give down. coupons to hand out or don't charge sales tax on Tuesdavs San Luis Obispo 20% off on Thursday nights Nightly walk throughs with both fire and police Turlock Theme nights On-going phone contact with police, Phone 911 when necessary Vista None None t ~aiLL;'. h.r~ P¡.hu (I ð-dt. ~ ~><..J P/~.I p~ ~- . ~¿t ~-~ ....e~ - ~.4::t~ - ~ dIt:.- a .-;u. y .3 -,,2, 5 - Steps which could be taken to Advice on pitfalls to avoid when improve success of market establishing a new market Arcata More coordination with the business Difficult to get people and product communHy &: create more space for supply in'sync. the 80 organized farms Benicia More shoppers, more businesses to Accept only quality farmers, events stay open, more money to promote and for kids, hire staff person to run advertise market, charge flat rate versus % of sales, get businesses to sponsor Escondido More marketing and promotion, Know what commun.ity wants and continued financial support from city will support, focus on farmers, don't to assist with marketing and over-extend, plan carefully, get promotion budget merchant buy-in and involvement in planning and implementing market acti vi ties Eureka Add outside events such as No response entertainment and special activities bv businesses Fort Bragg Continued good quality, excellent Don't start until there is a diver~ity customer engagement, outgoing vendor of sellers offering a representative friendliness generates lots of interest variety from your region by word of mouth, continued and increased advertising Hollister Move to larger location Confirm liability insurance and business license requirements Monterev More cornmun.ity activity Work with health department Paso Robles More advertising, better organization Recruit dedicated individuals to keep by farmers group, better visibility for up quality of market. visible area, through traffic to see market banners to identify market San Lorenzo Valley More cooperation and enthusiasm Hold the market in a visible location, from business people, new activities have plenty of parking, have a good being irnplemented this year variety of produce, get growers to make a conunitment for the season, don't expect to make money, attend the farrn conference San Luis Obispo Greater participation bv -rnerchants No response Turlock Have more existing businesses take Don't make fees too high, be well pleasure in being open to host the organized, count attendees each night visitors, create specials, fun, etc. to track growth, chart vendors each n.ight/year to track growth, become valuable to the city as a generator of cornmun.ity spirit N1h j19t, Þ~tJ~ r! td a ¡¿f4t'~ - D~ W~ ---n-r"....dtA -, -¡¿_ÚYCÄL.. -Iv ~ÚA ~ 1<'1 ¡,J --/0 /2Rdu. Û-/...ta/:;ð1 o/;,û . . , (îA.tUt.. 'j-tT& - (I tf"J{ (u-{(",-:-, /J IIr :.uÆ.lr r-e.r d.ek<f ',"T) CAe a;I-¿ d yyt o--t-e.. a /1"Úik;;z U-1.1"¿' tV/{. I~Ú' ~ úuJ ¡ eL/l[~ ~ 3-;l¿' Steps which could be taken to Advice on pitfalls to avoid when improve success of market establishin,g a new market Vista Bring back Main Street Festival Check for potential competition from which was ¡>reviously held in other markets. Do not allow conjunction with Farmers Market market/festival to become swap meet. Do not depend on income in working budget. )K .:3 -:27 - This page blank. j -2.g RESOLUTION / DC: ~ RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CHULA VISTA APPROVING CHULA VISTA DOWNTOWN ASSOCIATION'S (DBA) 1996 BUDGET (AND REFER FUNDING REQUEST TO 1996-97 CITY/AGENCY BUDGET SESSION) WHEREAS, the Chula Vista Municipal Code requires the City Council to review the Chula Vista Downtown Association's annual budget and to authorize the disbursement of funds received through the business license tax imposed on the Business Improvement District; and WHEREAS, the Chula Vista Downtown Association has submitted their 1995 Annual Report and 1996 Work Plan and Budget for the City Council's consideration; and WHEREAS, the City Council has reviewed the Chula Vista Downtown Association's Annual Report and 1996 Work Plan and Budget. NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF CHULA VISTA does hereby find, order, determine and resolve that the City Council of the City of Chula Vista does hereby: 1) Approve the Chula Vista Downtown Association's 1996 Budget. 2) Refer funding request to 1996-97 City/Agency budget session. PRESENTED BY: &;~T~F ~j ~~~ f. Chris Salomone Bruce M. Boogaard Community Development Director City Attorney (Pb) b,ldbabud.", 3-2C¡ This page blank. 3-30