Staff Report - April 2, 2002 - Agenda Item

PURPOSE:

The purpose of this agenda item is for the City Council to consider a resolution to approve the Annual Report for the Downtown Burbank Partnership Business Improvement District and the annual assessment of the property owners within the District.

BACKGROUND:

As part of the City and Redevelopment Agency�s efforts to improve Downtown, a property�based Business Improvement District was formed in 2003 to fund a variety of improvements in partnership with Downtown Burbank property owners. A Management District Plan was developed, which outlines the major components of the Business Improvement District including: the boundaries; the service plan and budget; the assessment formula; and the governance of the organization. The service plan specifically outlines the proposed improvements and services including capital improvements, maintenance and security, promotions, advertising, special events and administration.

Downtown Burbank Partnership, Inc. has been established as a California non-profit mutual benefit corporation whose sole purpose is to improve Downtown Burbank with initiatives that are designed and supervised by those who pay the assessment.

The Annual Report outlines, among other things, the improvements and activities undertaken during the fiscal year. In accordance with the above-cited law, this report is required to be considered for approval by the City Council. In addition, the City Council will consider approving the assessment for the current fiscal year, which remains unchanged from the prior year.¹

The Business Improvement District has a five year plan, which is the maximum length that a property-based business improvement district may be established before it needs to be renewed. Each year, the District receives approximately $720,000 from the Los Angeles County Tax Assessor from property taxes paid by Downtown property owners, excluding residential and non-profit property owners. The total annual assessment to the

City and Redevelopment Agency is approximately $123,000 per year; however, the Agency agreed to pay the City�s and Agency�s five year contribution up front to help pay for capital items that could be installed sooner rather than later such as holiday decorations and wayfinding.

The proposed Annual Report highlights the accomplishments and activities of the Downtown Burbank Partnership, Inc. during the fiscal year and also includes the 2006 Annual Budget, 2006 Financial Statement, and an outline of activities for 2007.

The Board of Directors continues to express their strong support and is appreciative of the partnership between the City and staff. 2006, was another successful year for Downtown Burbank with many accomplishments in all areas of the service plan. A major component of the service plan is capital improvements. Capital improvements were initiated by the Downtown Wayfinding Program implemented to encourage the free-flow of automotive traffic. The Wayfinding Program has been instrumental in directing cars into Downtown�s 15 parking structures and surface lots, as well as providing guidance to the various areas of Downtown, including the Mall District, the Village District, and the Civic District.

The Streetscape Program is yet another exciting facet to the capital improvements in Downtown. In 2006, plans and specifications were reviewed in order to resurface the existing concrete walls, replace benches, plant containers, bike racks, trash recepticals, and replant the plant beds. Bids for the Streetscape Program are to be received in March and work to begin in April 2007.

During the 2006 holidays, new light projections were added to the popular holiday d�cor. The new light d�cor was projected on nine facades throughout Downtown and greeted holiday shoppers by adding a festive atmosphere and promoting the Holiday Season. The popular Wi-Fi program also received a boost in 2006 with additional funding from the P-BID Board of directors to enhance the reach of the program into the Burbank Town Center and beyond. Wi-Fi is intended to increase the retention time of customers in Downtown Burbank by making it possible for web browsing, email correspondence, and other internet applications.

Security and Maintenance are also noted as one of the mechanisms in the service plan. The Downtown Ambassador Program supports the Burbank Police and property owners in overall crime prevention while offering customer service to Downtown pedestrians. Ambassadors assist shoppers with directions, answer questions, distribute promotional material, and present a friendly face while keeping eyes and ears open for disturbances. Along with the Ambassador Program, the Maintenance Program provides a great deal of benefit to the area by doubling the amount of steam cleaning and trash pick-up on Downtown sidewalks and alleys. This has resulted in noticeable improvements in cleanliness, even as pedestrian traffic is increasing.

Downtown Burbank excelled in event production and promotion in 2006 by becoming well known for its large-scale, family-friendly, and fun regional events. An example of its success was The Taste of Downtown Burbank with more than 30 restaurants and eateries participating and over 1,600 tickets sold making 2006 the most successful production of the event to date. This allowed the beneficiary Burbank Community YMCA, to raise a record amount for their financial scholarship fund. The �Come Out and Dance� Swing and Salsa concert series attracted larger audiences and greater public awareness in its third year. Thousands of enthusiastic dancers and music lovers attended each concert, which was held on Thursday nights on the AMC Walkway in July and August. The 12 Days of Holiday Cheer grew in 2006 with over 40 individual events, supported by the distribution of 10,000 brochures, 100 street pole banners, radio sponsorships, and numerous ads in local newspapers. These successful and well-attended events included major collaborations and relationships with partners such as, the City of Burbank, Burbank Town Center, KOST and Disney radio stations, Burbank Community YMCA, and The Collection. These events are planned for 2007 as well.

Marketing and promotions have been an important focus of the Downtown Burbank Partnership, Inc. during 2006. Current marketing efforts that have helped promote Downtown Burbank include, the updated website with a phenomenal 3 million hits in 2006, the new street banners, the monthly newsletter with more than 800 monthly readers, and the Downtown directory with 200,000 copies in distribution. In addition to the current marketing efforts, a new leasing packet was created specifically for Downtown Burbank to compliment the existing leasing packet produced for all of Burbank. The new leasing packet includes demographic information, trade area, household, and new facts about Downtown Burbank. The goal of the leasing packet is to help cultivate interest from new retailers to locate in Downtown. Downtown Burbank Partnership also works closely with brokers and landlords to facilitate the process of merchant retention and attraction while prospecting for new tenants for the area. In addition when new retailers or restaurants locate to the area, Downtown Burbank Partnership, Inc. works closely with initiating grand openings in collaboration with the Chamber of Commerce. New retail stores and restaurants that have located in Downtown during the year include: Granville Casual Gourmet Caf�, Jasmine Nail Salon, Juice It Up, Ra Spa, Wokcano Chinese Cuisine, Romancing the Bean, NYPD Pizza, Make It Personal, Old Navy, American Eagle Outfitters, Aldo Shoes, Comerica Bank, Lasher�s Steakhouse and Smokin� Jack�s Kansas City BBQ.

Downtown Burbank works closely with all development projects in the district to ensure their complete integration into the Downtown fabric. In the past few years there have been more than $200 million of new or recently new investments in Downtown Burbank, including the Burbank Village Walk, Burbank Civic Plaza, and �The Collection� scheduled to open in 2008.

The Downtown Burbank Partnership, Inc. has been in existence for three years during which time there have been numerous accomplishments. As mentioned, these accomplishments include: advancement of a popular award-winning events program; continuation of an Ambassador Program; installation of new holiday lighting d�cor; additional monthly sidewalk cleanings; expansion of free Wi-Fi access; the Wayfinding Program, and the new leasing packets. In 2007, a new landscape and hardscape program will be implemented and Smart Parking signage will be implemented in addition to the ongoing programs mentioned above. The Downtown Burbank Partnership, Inc. has been very proud of the accomplishments during the last year and plans to build on that success for the coming year.

It is recommended that the City Council adopt the resolution approving the Downtown Burbank Partnership, Inc. Annual Report and authorizing the current year�s assessment.

¹Each property is assessed $0.16 per lot square foot per year, and $2.00 per linear frontage foot along San Fernando Boulevard between Magnolia Boulevard and Verdugo Avenue.

Council Agenda - City of Burbank

Tuesday, March 13, 2007