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Lake Merritt/Uptown District Association - Board of Directors Meeting Thursday, May 2, 2013 - 8:30 A.M.

nd Kaiser Center 2 Floor Conference Room 203 - 300 Lakeside Drive Agenda 1. 2. 3. 4. 5. 6.
Call to order, Deborah Boyer Public comment and announcements Approval of the minutes of the March 7, 2012 meeting Financial Report Review of Organization Committee Strategic Planning meeting with Tomiquia Moss Selection of public relations contractor a. DISI recommendation Action Item Action Item Action Item

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SOBO Updates a. Security b. Maintenance

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DISI Updates a. Newsletter

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Gallen.Neilly Report

10. Other 11. Next Meeting Date: August 8, 2013
BROWN ACT: Government Code 54950 (The Brown Act) requires that a brief description of each item to be transacted or discussed be posted at least 72 hours prior to a regular meeting. The Corporation posts agendas with the City at 1 Frank H. Ogawa Plaza, #101. Action may not be taken on items not posted on the agenda. Copies of the agenda are available from the Lake Merritt/Uptown District Association at 388 19th Street, Oakland, CA 94612. Meeting facilities are accessible to persons with disabilities. If you require special assistance to participate in the meeting, notify our office at 510 238-1122 at least 48 hours prior to the meeting.

LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICT
388 19th Street  Oakland, California 94612 Phone 510.452.4529  Fax 510.452.4530  info@lakemerritt-uptown.org  www.lakemerritt-uptown.org

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Lake Merritt/Uptown District Association - Board of Directors Meeting Thursday, March 7, 2013 - 8:30 A.M. Kaiser Center Mall-344 Thomas L. Berkeley Way, Suite 115 Minutes Present: Deborah Boyer, Robert Wilkins, Lorie Alemania, Chris Curtis, Michelle Lane, Indrajit Obeysekere, Laurie Cooperman-Rosen, Andrea Kirkpatrick, CJ Hirschfield, Lucinda Alipio

Excused Absence: Don Rogers, Aliza Gallo, Mike Brown Staff: Steve Snider/District Manager, Andrew Jones/District Services Coordinator, Victoria Decker/Office and Operations Manager, Ted Tarver/Block by Block Elizabeth Clark/FAB Nancy Amaral/Gallen.Neilly, Aman Chahal

General Counsel: PR Consultants:

Discussions held and decisions made by the Board of Directors

SUBJECT
Call to OrderDeborah Boyer, President Public comment and announcements

DISCUSSION
Deborah Boyer, LMUDA Board President, called everyone together at 8:37 a.m. and Introductions were made CJ mentioned that the SF Shakespeare Company will be performing at Children’s Fairyland on March 15th for 450 kids from several of Oakland’s low income schools. Chris announced that Pet Food Express has signed on as a sponsor of the International Cat Video Festival, which will take place on May 11th on the Great Wall of Oakland.

ACTION?

Approval of the minutes of December 6, 2012

Deborah moved and Michelle seconded the motion to approve the minutes of December 6, 2012 meeting as presented. The motion LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICT The minutes of December 6, 2012 meeting were presented for review.

388 19th Street  Oakland, California 94612 Phone 510.452.4529  Fax 510.452.4530  info@lakemerritt-uptown.org  www.lakemerritt-uptown.org

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Financial Report

Tori reported that the budgeted cash available is $527,065.63, which includes the prior year carry forward of $132,193.30 but does not include the reserve of $85,882.04. The actual cash available is $671,868.69, which is considerably higher than budgeted. The Cathedral of Christ the Light has paid their past due assessments and the district received that money in the December disbursement. That disbursement does not include the payment of the manually billed city owned properties, which we will receive in the April disbursement. Tori also reported that the year to date expenses of the DISI committee total $5,312.48 which is less than the budgeted $12,124.97. The year to date expenses of the ORG committee total $33,271.97 which is less than the budgeted $40,132.30. The year to date expenses of the SOBO committee total $127,410.70 which is less than the budgeted $134,496.69. Tori noted that the difference between the budgeted expenses and actual expenses of the DISI committee are due to projects that will not take place until the end of the year. Deborah noted that at the retreat Elizabeth updated the ORG Committee on the legal aspects of the district. Elizabeth clarified that the districts cannot manually bill property owners to provide services outside of the district boundaries. Also discussed was the need to create a way to tangibly measure the success of district staff. The committee has requested that Oakland Venue Management, Block by Block, and Peralta Service Corporation provide a list of goals to accomplish in 2013 against which they will be measured for their year-end compensation. Also discussed were Land Use issues and the value of the CBDs weighing in on potential new uses in the districts. Deborah will reach out to Fred Blackwell and discuss how the CBDs could be a part of the process before proposals reach City Council. There was discussion of the legal restraints and ramifications of our involvement. Also

was approved unanimously. Indrajit moved and Michelle seconded the motion to approve the financial report. The motion was approved unanimously.

Review of Organization Committee Retreat

No action taken.

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discussed were short term goals and what the next level of service the districts can provide is. Also noted was that Sara and Jesse are going to create an outline of the short term and long term strategies. The committee discussed hiring a facilitator to help create a formalized strategic plan. Steve mentioned that staff will be providing the board with a list of property owners that staff has been unable to establish a relationship with, in the hopes that the board can connect staff with said property owners. Deborah noted that one of the ongoing challenges is a need for board members to be actively engaged in committee work. Deborah informed the board that Elizabeth will be transitioning out of her role as pro bono general counsel for the districts. She is currently working with staff to prepare them to take over some of her workload. Deborah emphatically thanked Elizabeth for her generous contributions to the districts. Deborah discussed options for finding alternative general counsel. The installation of all 11 Big Belly Solar trash compactors is complete! Andrew discussed the technology and statistics that comes with the compactors. The BART Planters have been installed and Andrew noted that Uptown is not experiencing the plant theft that Downtown has. There was discussion of the planters’ impact on loitering. Andrew reported that staff has median contracts ready for signature which will allow us to begin work this weekend. The expanded master encroachment permit has been signed and Andrew discussed the work that it covers. He also discussed the CBDs partnership with the Public Works Agency. He noted that the hanging plants will be delivered in early April and staff is planning a Spring Unveiling PR event in early May. There was discussion of the possibility of the district applying for awards with the International Downtown Association. Steve reviewed the Spring Newsletter draft and outlined a graphic identity program that staff has been working on. He listed

SOBO Updates a. Big Belly Trash Compactor Installation b. BART Planter Installation c. Median Updates

No action taken.

DISI Updates a. Newsletter

No action taken.

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the stories that will be covered in the newsletter. Andrew explained the Ambassador Card program which will be included. Steve discussed some marketing materials staff is looking into producing and also discussed the Urban Ecology Internship Program that the districts recently completed. Two interns were hired from Job Corps to work with both the Block by Block and Perlata Service Corporation Ambassadors. There was a discussion of issues surrounding First Fridays. Steve noted that he has been involved in many meetings with the City of Oakland where he expressed his personal opinion that the event should be moved to the second Saturdays. It was decided at the Downtown Oakland Board meeting that the district will not be taking a position. Steve reported that the DISI committee has agreed to sponsor East Bay Bicycle Coalition’s event Bike to Work Day. Steve noted that the districts have been working closely with Visit Oakland and their new hire Kim Bardakian. She has been coordinating an Oakland Athletics Spirit campaign. Nancy presented the Globe Street article outlining new and expanded leases in the districts. The story will also be pitched to the National Real Estate Investor and other publications. Nancy also mentioned that to address a rising concern from the real estate broker community she has been working with Ted to utilize crime mapping to battle the high crime perception of downtown and uptown Oakland. Nancy noted that Gallen.Neilly has been fielding a lot of media inquiries about the incident at the February First Friday. She discussed the work Gallen.Neilly has done with Andrew on preparing a Spring Unveiling and press about the Ambassador Card program. Steve noted that he was contacted by Ali Schwartz with the City of Oakland who has been working on Snow Park renovations with the Measure DD project. She has asked us to provide a letter of support for use in her fundraising efforts.

Gallen.Neilly Report

No action taken.

Other

No action taken.

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Steve met with Cedric Brown from the Kapor Foundation who has expressed interest in becoming more involved with the districts. Steve and Drew are meeting with a representative from the Irvine Foundation to begin developing a relationship. Steve also noted that staff is reapplying for the MetLife grant that we submitted for last year. Steven mentioned that last year the idea of District window decals was discussed and asked if anything has happened on that project. Staff responded that nothing has moved forward, but that it is a simple and inexpensive project that we will execute. CJ noted that Children’s Fairyland is partnering with BART to place an advertisement in the 19th Street station. Spirit Magazine is featuring a small Fairyland advertisement as well. She also noted that Fairyland is working with Lakeside Park and West Oakland to create a monarch resting station in Lakeside Park. Tori noted that a few weeks ago staff learned that a major funder of the Free Broadway Shuttle was considering revoking their funding, but in a recent conversation with Zach from the city we were made aware that the funding has been secured. May 2, 2013 The meeting was adjourned at 10:03 a.m.

Next meeting date Adjournment

Minutes taken by: Fiona Simms, Administrative Assistant

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Gallen.Neilly – March ’13 / April ‘13 Activity
To: The Lake Merritt/Uptown & Downtown Oakland District Associations Fr: Tim Gallen, Andrew Neilly, Nancy Amaral Here is our summary report of March/April activity undertaken by Gallen.Neilly on behalf of the Lake Merritt/Uptown & Downtown Oakland Districts.

Projects COMPLETED
Press Releases:
   “The Oakland Internet Cat Video Festival Benefiting the East Bay SPCA” distributed to the media on 3/22/13 “Lake Merritt/Uptown & Downtown Oakland Ambassadors Reward Good Samaritans & Promote Oakland Businesses” pitched to the media on 3/19/13 “Leasing Healthy In Oakland’s Uptown & Downtown Benefit Districts” distributed to the media on 3/11/13

Media Inquiries/Pitches:
  Gallen.Neilly spoke with Sean Kennedy of Good News Oakland re: recent happenings in the Districts… including the leased square footage release. Sean says he is interested in doing a story on the amount of leases and new businesses coming into Oakland for Good News Oakland and KGO. Gallen.Neilly to target specific interview opportunities for Sean for a bigger story. Received a phone call from ABC 7 reporter Ron Lopez re: the shooting on April 23. Gallen.Neilly consulted with Ted Tarver and then returned the reporter’s call with information on the Ambassadors serving as witnesses only by reviewing surveillance footage from local merchants. Once the reporter found out that the Ambassadors do not hold their own investigations, he seemed to lose interest… but then we informed him of the other duties of the Ambassadors and Districts and the reporter then asked to be added to our newsletter & media lists. Coordinated & attended interviews between Louise Couvelaire (LeMonde Magazine), CBD staff, hospitality & maintenance ambassadors and shop owners in Oakland regarding the districts ambassador program on 4/16… toured the districts with CBD staff & Louise. o Also coordinated a photo shoot on 4/25 with the LeMonde photographer. Prepped/planned with Ted Tarver, Ambassador Nick & Andrew Jones for the photo shoot via phone. “Lake Merritt/Uptown & Downtown Oakland District Ambassadors celebrate A's Spirit Week w/ Mayor Quan” distributed to the media on 4/4/13 Arranged interviews for Deborah Boyer, Michelle Lane, and Andrew Jones with Julie at BisNow SF regarding recent activity and future activities in the Downtown and Uptown/Lake Merritt District Associations. Coverage resulted (please see below under the “Recent Clips” section) o Snapped photo’s in and around Oakland of Deborah Boyer, Michelle Lane, Andrew Jones, and Ambassadors in Oakland a day before the interviews. o Sent photos, with captions, to Julie for use with her story. Received a phone call from Laura McCamy at Oakland Local requesting a brief interview with Steve Snider regarding Pop-up Hood and business development improvements within the districts. Arrangements were made 4/15 - monitoring media for coverage. Received a phone call from Jim Brown at the Piedmonter/Montclarion (Bay Area News Group Publication) regarding the impact the new theater has had within the districts. Andrew Jones spoke to him 4/10/13 – monitoring media for coverage. Worked with Issabella on next month’s First Friday Cat Festival and took a part in placing a front-page cover story in the San Francisco Bay Guardian on 4/9/13 with joint team effort with the Great Wall & Issabella (please see below under the “Recent Clips” section). o Sent other recent clips to Issabella regarding the First Friday Cat Festival, per her request. Sent exclusive on leasing to Natalie Dolce (GlobeSt)- clip resulted on 3/17 (please see below under the “Recent Clips” section). Coordinated with Mike Mibach of KTVU for Ambassador Card pitch- Mike could not get the pitch approved in his morning planning meeting

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Other:
      Gallen.Neilly provided a suggested quote to Steve Snider, on behalf of the Districts, for a request re: Jack London Improvement Districts. Oakland A’s Spirit Week – Gallen.Neilly suggested possibly having Ambassadors wear A’s T-Shirts/Hats for that week for media photo opp. o Pitched to Visit Oakland/A’s on KGO Radio o Tweeted and Facebooked the tie in with the Ambassadors wearing the hats and a contest that Visit Oakland promoted for A’s Spirit Week. Broker focus mtg. held on 3/26/13 – next steps include possible roundtable with the media, brokers and their senior research analysts re: stats within the districts Monitored activity feed for Uptown & Downtown Oakland on a weekly basis - Social Media (Twitter, Facebook, LinkedIn Oakland ‘Groups’ page) CBD Monthly Eblast: Gathered content ideas each month for EBlast’s that are distributed to the CBD’s lists. (Ongoing) Gallen.Neilly attends all DISI and Board mtgs.

Recent Clips
    Bay Area News Group Publications: “Oakland: Internet Cat Video Festival to debut in Uptown district” ran on 4/25/13 Oakland Local: “Tribune Tavern opens in Oakland (Community Voices)” ran on 4/22/13 Our Oakland Blog: “First Friday Fun” ran on 4/14/13 Rockridge Patch: “Thousands of Feline Fanciers to Gather at Oakland Internet Cat Video Festival” ran on 4/12/13
Market Positioning & Media Strategies 100 Pringle Ave, Suite 233, Walnut Creek, CA 94596 P: (925) 930-9848 F: (925) 930-9903 www.gallen.com

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                                BisNow (SF): “Oakland's A for Activity” ran on 4/11/13 NBC Bay Area: “Sculpture Park Rises Up in Downtown Oakland” ran on 4/8/13 Bay Area News Group: “New Uptown Art Park highlights latest transformation of Oakland neighborhood” ran on 4/7/13 NREI: “String of Leasing Deals Strengthens Oakland Market” ran on 4/2/13 San Francisco Business Times: “Webster Street building on the block in Oakland” ran on 4/5/13 GlobeSt: “HFF Marketing Sale of Plaza 360” ran on 4/4/13 BANG: “'First Friday' film will highlight Oakland event and crime responses” ran on 4/4/13 Oakland North: “Oakland seniors team up with district associations to make it easier to get around” ran on 4/3/13 Upstart Business Journal: “Beware of Cats: The Internet Cat Video Festival expands east and west” ran on 4/3/13 KALW: “East Bay Express: Underground Dining Goes Online” ran on 4/2/13 The Register: “Second International Cat Video Festival coming to Oakland CA” ran on 3/30/13 San Francisco Bay Guardian: “Can't stop fashion: Style, as always, at Oakland's First Friday” ran on 3/28/13 Huffington Post: “Oakland Internet Cat Video Festival Showcases The Web's Finest Felines (VIDEOS)” ran on 3/28/13 The Bold Italic: “Oakland Internet Cat Video Festival” ran on 3/28/13 Oakland North: “Kickstarter provides a cash boost and community support to Oakland restaurants” ran on 3/27/13 East Bay Express: “Uptown Kitchen and The Sound Room/ Mixing Local Food Artisans and Jazz” ran on 3/26/13 San Francisco Bay Guardian: “Internet Cat Video Festival pussyfoots its way to Oakland” ran on 3/25/13 KQED: “Oakland to Host Popular Internet Cat Video Festival” ran on 3/25/13 East Bay Express: “Can Popuphood Revitalize KONO?” ran on 3/20/13 The Registry: “Lake Merritt/Uptown & Downtown Oakland Ambassadors Reward Good Samaritans & Promote Oakland Businesses” ran on 3/19/13 SFGate: “A doughnut renaissance in Oakland” ran on 3/15/13 San Francisco Business Times: “It’s the food: Eateries feed Oakland rise” ran on 3/15/13 BANG Publications: “Review: Oakland's Duende a stylish gem” ran on 3/12/13 East Bay Express: “Kingston 11 to Bring Jerk Chicken, Jamaican Pride to Uptown Oakland” ran on 3/12/13 The Registry: “Jones Lang LaSalle Appoints Leader for Healthcare Project and Development Group in Northern California” ran on 3/11/13 GlobeSt: “Oakland Leasing Healthy, Becomes “Cool Place”” ran on 3/7/13 GlobeSt: “HFF Closes sale of Whole Foods at Bay Place, Oakland” ran on 3/7/13 NREI: “Bond Sells Whole Foods Property in Oakland” ran on 3/7/13 The Registry: “Ohio REIT Buys Oakland Whole Foods” ran on 3/7/13 SF Eater: “Sons & Daughters' Price Cut; Lungomare Adds Brunch” ran on 3/7/13 East Bay Express: “At Duende, Uptown's Newest Hotspot, the Food Is as Grand as the Venue “ ran on 3/6/13 Oakland Local: “Downtown Oakland Eats - Can we talk tea?” ran on 3/4/13

Projects UNDERWAY
Press Releases:
 Beautification update re: back of BART planters, big belly trash compactors etc. (awaiting further details so draft can be compiled for a Spring reveal.)

Media Inquiries/Pitches:
    Gallen.Neilly to tour the Districts with National Real Estate Investor Editor Susan Piperato on 5/1/13 & to discuss story opportunities. Good News Oakland/KGO follow-ups to be made to Sean Kennedy re: further initiatives to bring new businesses to Oakland- possible to include/interview. Crime Mapping –Several brokers like the crime mapping website – to be used by brokers, with the media, etc. as needed. Reviewing national trade publication editorial calendars for opportunities to contribute positive-positioning Oakland articles or arrange interviews for scheduled features in Spring issues o Oakland Magazine: (July/August Issue) – “Best of Oakland & the East Bay” – Deadline May 31 (this is a nomination process, forms will be available online soon.) o Diablo Magazine: (July Issue) – “Diablo Profiles Spotlight: Best of the East Bay” – Deadline May 15

Other:
 International Downtown Association Awards Nomination Forms- Gallen.Neilly reached out to the IDA and will help coordinate the districts’ entry for their annual awards. Sent out additional information as of 4/15. Deadline for submission is June 14. o IDA Feature opportunity for Oakland – Gallen.Neilly has coordinated with the IDA to have the districts featured as their “Downtown of the Month”. Kevin (Communications & Information Services Manager for IDA) will be in touch with us in May to discuss materials needed. Oakland Restaurant Survey, suggested to the districts for stats, in progress Winter 2013 Newsletter Contents Drafted – for review & placement into template with Tori & Fiona District ‘Tweet-of-the-Week’-- plan in progress to strengthen social media platform on a schedule

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Market Positioning & Media Strategies 100 Pringle Ave, Suite 233, Walnut Creek, CA 94596 P: (925) 930-9848 F: (925) 930-9903 www.gallen.com