2013-2014

Annual
Report
The Downtown Oakland and Lake Merritt-
Uptown Community Benefit Districts (CBDs)
were launched in February 2009 after property owners voted to
support a voluntary property tax to fund services that would improve
the quality of life in Uptown & Downtown Oakland. The associations
are governed by a talented and experienced board of directors and
are jointly administered by an engaged and committed staf.
The districts are committed to revitalizing Oakland’s historic
downtown by maintaining cleanliness and order in the public rights-
of-way through our popular Ambassador program, improving
district identity, building community, promoting business attraction,
fostering cultural opportunities, creating and maintaining new
public spaces, and advocating on behalf of the district stakeholders.
Both of the CBDs work with property owners, the City of Oakland,
and many other organizations to help fund and execute programs
that provide much needed, highly visible improvements. A number
of working committees and task forces set direction and oversee
the execution of CBD initiatives. The primary committees include
the Sidewalk Operations Beautification Order (SOBO) committee,
overseeing the Ambassador program, beautification projects, and
other capital improvements; the District Identity and Streetscape
Improvement (DISI) committee, managing the marketing, branding,
and public relations of the districts as well as the sponsorship
of community events; and the Organization (ORG) committee,
handling all matters related to district administration.
Downtown Oakland
Association
Michelle Lane, President
CBRE
Sara May, Vice President
Metrovation
Jesse Nelson, Secretary
CIM Group
Martin Ward, Treasurer
PSAI – Old Oakland Associates
JC Wallace
SKS Investments
Bill Doak
CIM Group
Keira Williams
City of Oakland
Joseph Gallardo
Madison Park Financial
Damian Fink
California Capital & Investment Group
Karissa Obeso-Govan
CBRE
David Weltin
Munda LLC
Jabari Gray
Youth Radio
Kirsten Melton
Girls Incorporated of Alameda County
Anagha Dandekar Clifford
Wendel, Rosen, Black, & Dean
Lake Merritt-Uptown
District Association
Deborah Boyer, President
Swig Company
Chris Curtis, Vice President
Metrovation
Robert Wilkins, Secretary
YMCA of the East Bay
Indrajit Obeysekere, Treasurer
Kaiser Foundation
Nola Montgomery
CIM Group
Andrea Kirpatrick
Swig Company
Mike Brown
Diocese of Oakland
Aliza Gallo
City of Oakland
Lorie Alemania
Portfolio Property Investors
Laurie Cooperman-Rosen
Metro Estates
Mike Huaco
Kaiser Foundation
Steve Douglas
Douglas Properties
Michelle Lane
CBRE
Don Rogers
CIM Group
CJ Hirschfeld
Children’s Fairyland
Ke Norman
Nailphoria
A Message from the
Board Presidents:
We are pleased to present the 2013-2014 Annual Report of the Downtown
Oakland and Lake Merritt-Uptown District Associations. The continued
progress of our jointly managed CBDs, now in their sixth year of operation,
relies on the unfagging support of an array of strategic partners and district
stakeholders.
In 2013, we worked with key city staff to accomplish many of the districts’
goals for the year. We thank our city and community partners for their vision
and dedication to our aligned missions. The enthusiastic community support
for this program drives our commitment to continually improve our services
and deliver value to our stakeholders.
This past year, in partnership with the City of Oakland and the community,
the districts supported the pilot project at the public space known as Latham
Square. Through live music programming, community events and the
installation of attractive seating and public art, we brought life back to an
underutilized city landmark. Additionally, the districts were granted the
encroachment permit for the public space known as Franklin Square at the
intersection of 22nd Street and Broadway and have been busily improving the
area to make it an inviting public amenity. We know that vibrant public spaces
can enhance community pride, promote healthy living, encourage business
development and commerce, and support tourism and leisure.
We will continue to identify and improve these vital district assets.
Our Hospitality and Maintenance Ambassadors remain the most impactful
agents of change in our downtown. These hardworking men and women
in the blue and orange make our streets cleaner and friendlier, creating an
environment that welcomes visitors, improves downtown for existing businesses
and fosters new investment. In 2013 we created a position for a dedicated
landscaping ambassador to install and maintain the numerous beautifcation
projects the districts have funded in the public rights of way. We believe that
our landscaped medians, hanging plants and street level planters add colorful
identity to our cityscape. We hope you enjoy them as much as we do!
On behalf of the Boards of Directors, we hope you fnd our 2013-2014
Annual Report informative and enlightening. We thank you for your
investment in Oakland and, as always, we welcome your feedback.
Deborah Boyer (left) and Michelle Lane (right)
Michelle Lane
Downtown Oakland Association
Deborah Boyer
Lake Merritt/Uptown District Association
Deborah Michelle
What People
Are Saying:
“Big thank you to all
of the ambassadors
for everything you
do to keep our
community safer.”
– Jabari G. and
Maeven M., Youth Radio
“We love our
ambassadors here in
Downtown Oakland.
Not only do they
come when we need
them but also just to
stop by and say hello.
It really feels like
more of a community
when they are here.”
– Natalie N., Oaklandish
“I’m a huge fan of
the CBDs.”
– Fred Blackwell,
Former City Administrator
“It’s great that the
business people
of Oakland are
supporting this type
of program and that
you have trained and
selected outstanding
ambassadors such as
Andy Hang
Congratulations!”
– Norma H.
District Identity and Streetscape Improvement
(DISI) Committee
The DISI Committee manages the marketing, branding, and public
relations of the districts as well as the sponsorship of community events.
Banners
In 2013 the districts
unveiled a new
graphic identity
program and
promptly hung new
banners featuring
our new Uptown &
Downtown logo. In
cooperation with
the City of Oakland,
we recently
replaced the old
Auto-Row banners
on Broadway, north
of 24th Street,
with a new, and
decidedly Oakland,
banner concept.
Shopping Guide
There is retail in
Downtown Oakland-
enough so that in 2013
we produced the first
Shopping Guide for
the districts. Since
the districts formed in
2009, more than 120
ground floor storefront
businesses have moved
into the Uptown &
Downtown. Shopping
Guides are available on
our websites and in our
ofce, on the Free B
Shuttle, at the airport,
the Oakland Marriott
and at the Oakland
Visitor’s Center in Jack
London Square-pick
one up today!
Plaid Friday
Last November the
districts partnered with
the East Bay Express,
Oakland Grown, the
City of Oakland,
and Oaklandish to
encourage Oakland
residents and
employees to avoid big
box stores and shop
local during the holiday
season. This Oakland
Indie alternative to
Black Friday, included
more than 30 “pop-
up” artisans who sold
artwork and gifts in
Uptown & Downtown’s
coolest bars and
restaurants as well
as in Latham Square
which was transformed
into a festive winter
wonderland.
L
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Landscaping
Ambassador
In 2013, the districts
expanded the
Ambassador program
to include a dedicated,
full-time landscaping
position. Toussaint,
with his passion
for horticulture
and enthusiasm for
engaging with the
public, has been a
great addition to our
team and has kept our
BART planters, street-
level planters and our
hanging plants looking
great!
Sidewalk Operations Beautification Order
(SOBO) Committee
The SOBO Committee oversees the Ambassador program, beautification projects,
and other capital improvements in the district.
We’re all Ambassadors!
In early 2013, the districts,
in partnership with Rotunda
Dental, announced a
program to reward Good
Samaritans and promote
Oakland businesses at
the same time by utilizing
the Oakland Grown gift
card. Our hospitality
ambassadors have passed
out over 100 Ambassador
Cards, preloaded with $2
and discounts, to deserving
members of the community.
Get “caught” doing the right
thing, like giving directions,
picking up trash, assisting
elderly individuals or
helping stranded motorists
move vehicles out of the
roadway, and be rewarded!
Sustainability
2013 saw the addition
of 11 new Big Belly Solar
Trash Compactors in
the Uptown that are
helping us implement an
efective and sustainable
public space recycling
program. With a grand
total of 21 units between
the two districts, we are
reducing litter on the
streets and utilizing ad
panels on every unit as
a branding opportunity
to promote district
initiatives and community
events.
In 2014 five of our Ambassadors reached
their five year employment anniversary.
These senior Ambassadors are beloved
by our staf, their coworkers and the
community. Business owners and
employees love seeing their familiar
faces on a daily basis. They have made
a diference on our streets and this year
we celebrate their dedication to the
Ambassador program and to the greater
Oakland community.
We asked them “What’s your favorite
place in the districts?” and “What is
your favorite thing about being an
Ambassador?”. Here is what they
had to say:
Nikolay Levin
Ambassador of the year 2010
Favorite place: Latham Square
Favorite thing: “Being an Ambassador
reminds me of being a little kid, riding
my bike around the neighborhood, but
with a few more responsibilities.”
Slone Willingham
Ambassador of the year 2011
Favorite place: Roof Garden at the
Kaiser Center
Favorite thing: “Meeting people. I get
to meet people from diferent states,
countries, and cultures.”
Randy Lee
Ambassador of the year 2013
Favorite place: “My favorite place to eat
is Whole Foods, but I love Deli Fresh
because I’ve become friends with one of
the employees there.”
Favorite thing: “Meeting and greeting
the pedestrians that live and work here.”
Mario Bonds
Ambassador of the year 2013
Favorite place: Sears “I can go buy
clothes for my daughter during lunch.”
Favorite thing: “Serving the community. I
appreciate the opportunity to contribute
and make the community better.”
Davin Barnett Jr.
Ambassador of the year 2012
Favorite place: “Oaklandish, because it
promotes the overall beauty of Oakland.”
Favorite thing: “Being able to interact
with the public.”
Juan Florian
Ambassador of the year 2009
Favorite place: Starbucks
Favorite thing: “Providing the
Hospitality/Maintenance service for the
merchants, business owners, employees,
and guests to downtown area and giving
back to Oakland.”
Ambassadors
Did you know?
In 2013...
SAFETY
AMBASSADORS
Provided 7,344
safety escorts
Provided 412
umbrella escorts
Made 25,836
business contacts
Assisted 3,160
motorists
Assisted 29,979
pedestrians
MAINTENANCE
AMBASSADORS
Collected 12,806
bags of trash
Abated 128.01
tons of litter
Abated 4,729
instances of graffti
Assisted 160
members of the
public
Devoted 19,552
hours to keeping
the public rights of
way free and clear
of blight
5 Year Ambassadors: (left to right) Mario, Davin, Randy, Slone
Nick and Juan not pictured
79%
Ambassador &
Administrative Services
1% Shipping, Printing & Supplies
1% Accounting
<1% Fees & Permits
5%
Community
Sponsorship
3%
Marketing
6%
Beautification
2%
Miscellaneous
2% Rent & Utilities
<1% Insurance
Financial Information
FY 2013
Lake Merritt/Uptown
District Association
Total budget $1,096,817.00
Downtown Oakland
Association
Total budget $944,244.69
2% Rent & Utilities
<1% Insurance
1% Shipping, Printing & Supplies
1% Accounting
<1% Fees and Permits
82%
Ambassador &
Administrative Services
1%
Miscellaneous
6%
Beautification
3%
Marketing
4%
Community
Sponsorship
Latham Square
In 2013, The City of Oakland, in partnership
with the Downtown Oakland Association,
opened a new, temporary pedestrian
plaza at the intersection of Broadway and
Telegraph Avenue, known as Latham Square.
The temporary pilot project informed the
permanent improvements to the intersection
which are scheduled to break ground later this
year and will include two-way car trafc and a
9,500 square foot public space.
The district supported the development
of Latham Square and Franklin Square by
including the plazas in our encroachment
permit which has allowed us to provide live
music programming, community events, install
attractive seating and public art as well as
provide maintenance and landscaping services.
R.O.A.R. Resources for Oakland’s
Active Retirees
In June of 2012, Paul Tutwiler (pictured), and
others heard the call from our Annual Breakfast
to “Engage, Contribute, and Spread the
Word”. They contacted the districts to suggest
forming a partnership with the goal of getting
seniors involved in the community. From
there, Resources for Oakland’s Active Retirees
(R.O.A.R.) was formed and has proved to be a
great success! 2013 R.O.A.R. events included
clean up days in Snow Park, Scrabble and pool
tournaments, coordinated art walks with Art
Murmur galleries, BBQs, luncheons, educational
lectures, poetry readings, “Feet on the Street”
tours which involve mapping issues in the public
rights of way. These events and the remarkable
people involved in the program have garnered
positive press in local publications, including
The Tribune, where their eforts have been
featured by author and historian, Annalee Allen.
Public Space Development
What People
Are Saying:
“Bringing these
amenities back to
life, and making
them welcoming
and attractive,
transforms the way
the public uses these
spaces and interacts
as a community.”
– David Harlan,
Engineer Manager,
City of Oakland
“This is a public
private partnership
that should be
modeled all over the
country.”
– Lynette McElhaney,
City Councilmember,
District 3
“I work downtown in
the Rotunda building
and every time I see
Shawn, there is such
a genuine response
of joy and openness.
Some people may
think of Downtown
Oakland as just a
place to go to work
every day, but Shawn
makes it feel like a
real neighborhood
with a greeting and a
beautiful smile.”
– Ashley S.
Peralta Service Corporation
The Peralta Service Corporation
(PSC), a subsidiary of The Unity
Council, achieves social outcomes
related to increasing the economic
self-sufciency of low-income adults
through the provision of on-the-job
training and living-wage employment.
PSC promotes economic
independence with a special emphasis
on employment opportunities by
ofering on-the-job training for
Oakland residents to help them
develop employment skills needed
for sustainable employment; working
with The Unity Council’s one-stop job
program employment counselors to
help their clients find employment
opportunities within PSC; and
providing reliable and reasonably
priced public area maintenance
services to the general public.
Block by Block
Block by Block ofers first class safety,
cleaning, hospitality, and outreach
solutions for downtown improvement
districts all over the country. Since
they began delivering these services
more than fifteen years ago, Block by
Block has continually worked to bring
additional value to its customers. In
2013, through the implementation and
improvement of its SMART (Statistical
Management & Ambassador
Reporting Technology) System, BBB
has further refined data collection to
improve service delivery.
OVM
Oakland Venue Management (OVM)
oversees and manages the day-to-day
operations of the Downtown Oakland
and Lake Merritt-Uptown District
Associations. OVM also provides the
administrative services for the new
Jack London Improvement District
and for the San Leandro Improvement
Association. OVM’s primary mission
is to enhance the artistic, cultural
and economic vitality within the city
of Oakland and the wider Bay Area.
OVM pursues staf development
opportunities by exploring best
practices in other districts and by
attending the annual conferences put
on by the International Downtown
Association and the California
Downtown Association.
Company Profiles
What is a Community Benefit District?
A Community Benefit District (CBD) is a public-
private partnership formed under the same principle
and legislation as a business improvement district,
but whereas a BID focuses mostly on business
within a district, a CBD acknowledges that all
land uses, not simply businesses, benefit from the
revenue flow generated by the assessment district.
What services do the Community Benefit Districts
provide?
A CBD, as a property assessment district, provides
special benefit services to real property owners.
These services, such as daily sidewalk cleaning,
removal of trash and grafti removal, are geared
toward order and cleanliness in the districts.
Other services the CBDs provide include security,
beautification, marketing and promotion, business
attraction and administrative oversight.
How are your organizations funded?
Our CBDs are funded through a special assessment
that is paid by the property owners within our
district boundaries. As provided by local ordinance,
the CBD assessments appear as a separate line item
on the annual property tax bills prepared by the
County of Alameda. The City of Oakland coordinates
the collection of the annual assessment through an
interagency agreement with the County of Alameda
and the funds are then disbursed to the CBDs. The
revenues from this assessment are directed back to
the districts to finance the special benefit services,
including security, maintenance, beautification,
marketing, and economic development.
How long have the CBDs been around?
Our two jointly managed CBDs, the Downtown
Oakland and Lake Merritt-Uptown District
Associations, were formed in 2008. We are in our
sixth year of operation and will be seeking renewal
in 2018.
What are your boundaries?
The boundaries of the Downtown Oakland district
run from Broadway and 8th Street in Old Oakland
to Broadway and 17th Street, including side streets
east and west of Broadway.
The boundaries of the Lake Merritt-Uptown district
are from 17th Street up to 25th Street, including
side streets east and west of Broadway. (See Maps)
Who do I call when I need the assistance of an
Ambassador?
For Safety and Hospitality assistance, call the
Team Leader at 510.898.8592. They can be
reached Monday-Wednesday from 7am-9pm,
Thursday and Friday from 7am-12:30am and
Saturday from 12:30pm-12:30am.
For Maintenance assistance, call the Operations
Manager at 510.600.8714. They can be reached
Monday-Friday from 6:30am-3:30pm and Saturday
from 8:00am-3:30pm.
Frequently Asked
Questions
Lake Merritt/Uptown
District
Downtown Oakland
District
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Roof Garden at the Kaiser Center
PHOTO CREDITS:
Chad Ziemendorf - Introduction
Nancy Amaral: Gallen.Neilly & Associates – Board Presidents
Andy Hang – Landscaping Ambassador
BigBelly Solar - Trash Compactors in NY, London, and the Districts
TR Proz: Tiffany Shanel and Rene Caraballo – Ambassadors
Andy Hang – Ambassadors (5 year group)
TR Proz: Tiffany Shanel and Rene Caraballo – R.O.A.R.
Aspire Visual Communiations + Design – R.O.A.R. logo
Visit Oakland – Tribune
Chris Duffey/Oakland Magazine - Ambassadors (FAQs)
Jimmy Kwong: Provided by Oaklandish – Oaklandish
TR Proz: Tiffany Shanel and Rene Caraballo – Back Cover
GRAPHIC DESIGN:
Aspire Visual Communications + Design
Downtown Oakland Association
510.238.1122
info@downtownoakland.org
www.downtownoakland.org
facebook.com/downtownoak
twitter: @downtownoakland
Lake Merritt/Uptown District Association
510.452.4529
info@lakemerritt-uptown.org
www.lakemerritt-uptown.org
facebook.com/lakemerrittuptown
twitter: @uptownoakland