1.

2.
3.
4.
5.
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9.
10.

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

2

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

3

2

4

3

5

4

6

5

$561,262.64
$764,786.81
$423,012.50

SOBO

Total Expenses

Cash Remaining

Current Contract
Amount
$12,000.00

$170,232.52

ORG

Non-Assessement Funds - Contracted
Services
Fox Theater Services (2016)

$33,291.65

$0.00
$1,187,799.31

$77,392.77

$1,265,192.08

YTD Budget

DISI

Expenses

Less Payments Made From Reserve
Total Cash Available

Less Reserve

Prior Year Reserve and Assessment Income

Cash Available

Lake Merritt/Uptown District Association
YTD Cash Summary- July 2016

Includes fulfillment of B Shuttle
sponsorship in the amount of
$13,000.00 per board
recommendation.

Disbursements from the City to
date are $10,648.78 less than
budgeted. Expecting final
disbursement from the City on or
around August 15th.

Notes

$0.00

$1,301,514.01 Please See Attached

$962,164.59 Please see attached

$285,849.42 Please see attached

$53,500.00 Please see attached

$0.00
$1,301,514.01

$77,392.77

$1,378,906.78

Annual Budget

shows at the Fox Theater.
Working with Block by Block to
hire dedicated staff to provide
these services ongoing.

YTD Actual
Remaining Funds
Notes
Safety
Services
to be provided for
$426.81
$11,573.19

$502,471.59

$661,678.94

$473,318.91

$153,902.50

$34,457.53

$13,000.00
$1,164,150.53

$77,392.77

$1,254,543.30

Actual

7

TOTAL ORGANIZATION

Training & Prof. Develop.
Total Personnel & Related

Staff Personnel

Personnel & Related
Public Relations

ORG/Special Projects
Annual Breakfast Meeting
Shuttle
Total ORG/Special Projects

17,644.40

-483.93
14,806.55

15,290.48

0.00

0.00
-488.59
-488.59

23,123.38

333.33
17,008.13

16,674.80

0.00

458.33
416.67
875.00

125.00
41.67
250.00
250.00
125.00
5,240.25

3,656.90

3,549.00

0.00
10.78
-50.29
-165.50
101.55
3,326.44

0.00
0.00
166.67

0.00
0.00
-119.10

Office furniture & equipment
Postage, shipping, delivery
Printing & copying
Supplies
Telephone & telecommunications
Total Non-personnel expenses

166.67

0.00

Fees & Permits
Insurance
Directors & Officers
General Liability
Misc
Occupancy expenses
Rent

41.67
166.67

0.00
0.00

250.00

Computer Service & Support
Consulting & Legal Expenses

0.00

14.98

TOTAL (DISI)

ORGANIZATION
Non-personnel expenses
Accounting Expenses

0.00
416.67
416.67

0.00
0.00
0.00
4,041.67

83.33
3,625.00

3,541.67

0.00
14.98

14.98

-5,478.98

-817.26
-2,201.58

-1,384.32

0.00

-458.33
-905.26
-1,363.59

-125.00
-30.89
-300.29
-415.50
-23.45
-1,913.81

-107.90

0.00
0.00
-285.77

-166.67

-41.67
-166.67

-250.00

-4,026.69

0.00
-416.67
-416.67

-83.33
-3,610.02

-3,526.69

Curr. Actual Curr. Budget Curr. Variance

Misc.
Total DISI Projects
Special Events
Arts & Culture
CBD Sponsored Events
Total Special Events

Marketing

DISI Projects

DISTRICT IDENTITY (DISI)

EXPENSES

10:19 AM
7/25/16
Cash Basis

76.31%

-145.18%
87.06%

91.7%

0.0%

0.0%
-117.26%
-55.84%

0.0%
25.87%
-20.12%
-66.2%
81.24%
63.48%

97.05%

0.0%
0.0%
-71.46%

0.0%

0.0%
0.0%

0.0%

0.37%

0.0%
0.0%
0.0%

0.0%
0.41%

0.42%

Percent

153,902.50

831.49
110,284.02

106,952.53

2,500.00

0.00
4,738.59
4,738.59

1,719.40
98.23
1,329.06
1,616.69
894.38
38,879.89

24,788.93

1,285.00
3,945.00
714.40

1,665.67

673.13
0.00

150.00

34,457.53

5,000.00
2,500.00
7,500.00

60.68
26,957.53

26,896.85

YTD Actual

170,232.52

2,333.35
121,556.97

116,723.62

2,500.00

3,208.35
2,916.65
6,125.00

875.00
291.65
1,750.00
1,750.00
875.00
42,550.55

25,598.30

1,300.00
4,569.00
1,166.65

1,166.65

291.65
1,166.65

1,750.00

33,291.65

5,000.00
2,916.65
7,916.65

583.35
25,375.00

24,791.65

YTD Budget

-16,330.02

-1501.86
-11,272.95

-9,771.09

0.00

-3,208.35
1,821.94
-1,386.41

844.40
-193.42
-420.94
-133.31
19.38
-3,670.66

-809.37

-15.00
-624.00
-452.25

499.02

381.48
-1,166.65

-1,600.00

1,165.88

0.00
-416.65
-416.65

-522.67
1,582.53

2,105.20

YTD Variance

Lake Merritt Uptown District Association
July 2016 Expenses

90.41%

35.64%
90.73%

91.63%

100.0%

0.0%
162.47%
77.37%

196.5%
33.68%
75.95%
92.38%
102.22%
91.37%

96.84%

98.85%
86.34%
61.24%

142.77%

230.8%
0.0%

8.57%

103.5%

100.0%
85.72%
94.74%

10.4%
106.24%

108.49%

Percent

Variance Explanation

285,849.42

Page 1 of 2

Includes airfare to ATL for staff to attend IDA Conference in
4,000.00 September.
206,597.62

200,097.62

2,500.00

5,500.00 Event may be held in early fall.
5,000.00 Sponsorship fulfilled. Within annual budget.
10,500.00

Includes purchase of new office chairs to replace damaged
chairs and desk risers, new office refridgerator, alarm
monitoring and office water cooler rental - exceeds annual
1,500.00 budget.
500.00
3,000.00
3,000.00
1,500.00 W/in annual budget.
68,751.80

43,882.80 Includes rent and HVAC repairs for 388 19th Street.

1,300.00 Paid in full.
4,569.00 Paid in full. Includes credit for overbilling.
2,000.00

3,000.00 2015 taxes filed, invoice forthcoming.
Includes IT support for office computers. Exceeds annual
500.00 budget.
2,000.00
Includes membership renewal for both IDA and CDA, w/in
2,000.00 annual budget.

53,500.00

5,000.00 Event to be held the weekend of August 20th.
5,000.00 Includes Bike to Work Day Sponsorship.
10,000.00

1,000.00
43,500.00

Includes purchase of FB ads, ad creation for Oakland
Magazine, EBX and Visit Oakland Guide, banner and
marketing collateral design and annual report design and
42,500.00 production.

Ann. Budget

8

4,877.20
0.00

PROW Maintenance
Watering

TOTAL EXPENSE

93,971.60

76,312.22

2,118.95

Misc SOBO expenses

TOTAL SOBO

2,409.25

66,906.82

107,345.44

80,180.39

4,604.17
1,666.67

1,000.00

2,505.58

70,403.97

-13,373.84

-3,868.17

273.03
-1,666.67

1,118.95

-96.33

-3,497.15

Curr. Actual Curr. Budget Curr. Variance

Landscaping Staff Person

Clean and Safe

SOBO

10:19 AM
7/25/16
Cash Basis

87.54%

95.18%

105.93%
0.0%

211.9%

96.16%

95.03%

Percent

661,678.94

473,318.91

26,797.13
0.00

9,191.72

16,864.75

420,465.31

YTD Actual

764,786.81

561,262.64

32,229.15
11,666.65

7,000.00

17,539.07

492,827.77

YTD Budget

-103,107.87

-87,943.73

-5,432.02
-11,666.65

2,191.72

-674.32

-72,362.46

YTD Variance

Lake Merritt Uptown District Association
July 2016 Expenses

86.52%

84.33%

83.15%
0.0%

131.31%

96.16%

85.32%

Percent

Variance Explanation

1,301,514.01

962,164.59

Page 2 of 2

Includes 50% of monthly parking fees and supplemental
12,000.00 billing from BBB for uniforms and supplies.
Includes payments for hanging plant program and street level
55,250.00 planter replanting. W/in annual budget.
20,000.00 No expenses to date.

30,066.97

844,847.62 Variance due to non-payment of June invoice.

Ann. Budget

9

10

PROPOSAL FOR THE
ACTIVATION OF 1100 BROADWAY
PRESENTED TO:
SKS Investments
601 California St, Ste 1310
San Francisco CA, 94108

PRESENTED BY:
The Downtown Oakland Association
388 19th St
Oakland CA

11
SKS Investments “The Lot” • Downtown Oakland Association • Event Management Proposal • 7/18/16

TABLE OF CONTENTS
PROPOSAL SUMMARY

2

MANAGEMENT STRUCTURE & RESPONSIBILITIES

3

PROGRAMING OVERVIEW

4

STAFFING AND OPERATIONS

5

BUDGET SNAPSHOT

6

CAPITAL IMPROVEMENT BUDGET

7

APPENDIX

8

12 MONTH PROJECTIONS

9

PROJECT SITE PLANS

10

CONCERT SPACE SITE PLANS

11

FOOD TRUCK SITE PLAN

12

MOVIE NIGHT SITE PLANS

13

Page 1 of 13

12
SKS Investments “The Lot” • Downtown Oakland Association • Event Management Proposal • 7/18/16

PROPOSAL SUMMARY
The Downtown Oakland Association, a 501(c)3 Community Benefit District (CBD), aims to the lease the
vacant lot located at 1100 Broadway (The Lot) from SKS Investments (SKS) for $1.00 annually in
exchange for managing the necessary tenant improvements and activation of The Lot as a special event
facility, community gathering space and arts venue. It is our goal to create a space that both SKS and the
community can be proud of; a space that quickly becomes a destination and supports the CBD’s mission
to improve the quality of life for all residents, businesses, and visitors of Downtown Oakland.
As an experienced and knowledgeable team that has worked extensively with the local arts and business
community, we bring the requisite knowledge, passion and community connections to create a vibrant
and successful community space. The Lot will be open and activated on a daily basis with fabulous
events such as art exhibitions, live concerts, film screenings, food vending and other innovative
placemaking activities.
The CBD’s will deliver the necessary management and logistical solutions for executing high-profile,
profitable and memorable events at The Lot. We understand this is a temporary opportunity and
therefore will optimize use of the venue to maximize our community impact. Our proposal provides
management for community events and promotes public use of the space with a “Pop-up Park” model for
informal lunch or work breaks during normal business hours. The space will also be available for evening
and weekend rentals for large scale special events and private celebrations.

Our staff will effectively manage all client inquiries, contract negotiations, special event permit
acquisition, and all other event management services. It is our goal to activate the space as often as
possible, and to do this we will need to work strategically with numerous local event planners and
community partners.
In the following proposal we present a leasing and management structure accompanied by a budget
draft for the initial 12 months of operation. We make certain budget assumptions in our proposal but
look forward to continuing the dialogue with SKS leadership to bring clarity to these points and solidify
a mutually beneficial budget and project timeline. The details of this proposal are flexible and
negotiable. We offer this as a starting point to the discussion and look forward to your feedback. Thank
you for your consideration of this proposal.
Page 2 of 13

13
SKS Investments “The Lot” • Downtown Oakland Association • Event Management Proposal • 7/18/16

MANAGEMENT STRUCTURE & RESPONSIBILITIES
The Downtown Oakland Association will lease the 1100 Broadway property from SKS Investments for
$1.00 annually. CBD staff will temporarily operate The Lot as a public assembly space and special events
facility until notified by SKS that the property is slated for development. The CBD’s lease will terminate 6
months from the date of written notification of impending development of the site.
In exchange for reduced rent, CBD staff will take the primary lead in overseeing the necessary tenant
improvements while work closely with SKS Investments to manage the not-to-exceed $100,000 tenant
improvement budget provided by SKS and their financial partners. Once the upgrades are completed, the
CBDs will operate The Lot taking full management responsibility for the day-to-day operations of the
special events facility and will cover all operational expenses. It is our goal to have the space permitted
for public assembly and special events by September 2016.
For the daily operations of The Lot, the CBD will provide the following:

All necessary permits and applicable insurance

All staff positions necessary to run the venue effectively and efficiently

All systems related to special event rental contract negotiations, calendaring and budgeting

Our primary goal is to support SKS’ vision for the venue and bring that vision to life through
collaboration and thoughtful engagement with the Oakland community. CBD staff with work closely with
SKS leadership, City staff and the CBD board of directors to establish a revenue-generating model that
reinvests profits in the ongoing programming of the space as well as in helping fund additional CBD
community improvement programs such as the following:

Safety and Maintenance Ambassador Program

Landscape Beautification Projects

Oakland Central Marketing Campaign

Page 3 of 13

14
SKS Investments “The Lot” • Downtown Oakland Association • Event Management Proposal • 7/18/16

PROGRAMING OVERVIEW
After meeting with City of Oakland staff and SKS leadership, three primary areas of focus were identified
for public use. In addition to our ongoing special event rentals, these events will focus on the following:
1. Foodie Events (Food trucks, vendors, etc)
2. Concerts and Music Events
3. Movie Nights and Film Screenings
We are confident that these types of events will draw an audience and will help activate this
underutilized stretch of Broadway.

In addition to the above, we will host a number of other types of events including, arts and crafts fairs,
fundraising galas, private events and experiential marketing events. Our programing will focus on two
primary special event categories:

In-house Events (events produced and managed by CBD staff such as an Oakland Central
Presents concert series); and
Outside Events (special events organized and produced by outside event planners). Outside
Events are booked for a fee through a contracted venue rental and special event permit process.

Page 4 of 13

15
SKS Investments “The Lot” • Downtown Oakland Association • Event Management Proposal • 7/18/16

During the summer months we expect to produce or host approximately 5 events each month and
generate $26,000 in monthly income. Annually we expect to host or produce 60 events with a total
income of $312,000.
The CBDs will also leverage their Downtown Oakland-focused marketing campaign for maximum
marketing opportunities for The Lot and for Downtown Oakland. Oakland Central Presents is an events
promotion and placemaking initiative of the Downtown Oakland and Lake Merritt Uptown Community
Benefit Districts with the following goals:

Incubate the local cultural arts scene

Stimulate the local economy

Create a more vibrant Downtown

Oakland Central is a Downtown Oakland-focused marketing
campaign designed to promote and support local businesses and
attract patrons to businesses throughout our Downtown.

STAFFING AND OPERATIONS
The CBD staff will oversee the booking, scheduling and contracting for all venue rentals for The Lot. Our
team will also be responsible for the day-to-day management of all events and will schedule additional
event support staff on an as needed basis. Our team will be the primary contact for all clients and
outside vendors and manage all insurance needs per management guidelines. The CBD Program Director
Andrew Jones will also provide executive oversight to manage all financial reporting on a monthly basis.

The CBD is managed and operated by Oakland Venue Management, a company that draws upon the
foundation of fifteen years of experience creating and managing a variety of meeting and special event
facilities in Oakland, from conference room facilities, to outdoor private roof top gardens, to street
festivals.

Page 5 of 13

16
SKS Investments “The Lot” • Downtown Oakland Association • Event Management Proposal • 7/18/16

BUDGET SNAPSHOT
Totals Notes

Venue Income

Venue Rental Weekend

$60,000.00

Venue Rental Weekday

$18,000.00

Based on an estimated 2 rentals per month
by outside promoters (Mon-Thurs)

Ticket sales (In House Events Only)

$54,000.00

$15 average ticket price for event we
produce in house, this assumes one event a
month

Alcohol Sales

$180,000.00

Based on an average of 5 events a month,
250 cap, average spend of $10 per person

Total Income

Operational Expenses
Janitorial Service
Support Staff
Security

Based on an estimated 2 rentals per month
by outside promoters (Fri-Sun)

$312,000.00

$12,000.00
$18,066.00
$72,000.00

$250 per event x 4 events per month
$750 per event x 4 events per month

Total Staffing

$102,066.00

Printing
Porta Potties
Office Supplies
Power
Software

$5,400.00
$15,000.00
$6,000.00
$22,416.00
$2,000.00

Marketing
Talent for Our Programming
Misc

Total Administration
Alcohol Cost of Goods Sold

Alcohol COGS
Total Operational Expenses

Total Profits

$30,000.00
$30,000.00
$9,000.00

Booking Software
Brand Support for the Lot and Oakland
Central

$119,816.00
$54,000.00

$54,000.00
$275,882.00
$36,118.00

Page 6 of 13

17
SKS Investments “The Lot” • Downtown Oakland Association • Event Management Proposal • 7/18/16

CAPITAL IMPROVEMENT BUDGET
Tenant Improvement Budget

SKS Contribution

$100,000.00

Improvement Budget

$100,000.00

Improvement Expenses

Grading of the lot
Gravel 2" thick
Geo fabric (weed management) @ $.50 sqft
Remove piles
Fencing improvements (adding sliding barn doors)
Fencing improvements art install (details TBD)
Furniture for lot (picnic tables, plants, heaters)
Small on site storage unit

$25,000.00
$7,500.00
$6,050.00
$5,000.00
$10,000.00
$5,000.00
$10,000.00
$3,000.00

Total Improvement Expenses

Page 7 of 13

$71,550.00