The BID Quarterly Report Issue I DEC 2017

THE B.I.D. QUARTERLY REPORT 1

THE B.I.D. QUARTERLY REPORT

PREPARING FOR THE BID RENEWAL

BID RENEWAL ANNUAL REPORT Each year the Santa Ana Downtown Partnership (SDP) made up of the two downtown BID groups (DTI & SABC) submit reports to City Council for the renewal of the Santa Ana Downtown Parking and Business Improvement District (Downtown BIDs) for the upcoming calendar year.

This report outlines the planned activities to be funded by the assessment on all businesses within the boundaries, equal to 100% of the annual business tax levied by the City of Santa Ana for a little less than 800 businesses.

City Council sets a date for a public hearing to review the report and approve the continuation of the Business Improvement levy. The City collects the levy on behalf of the Downtown BIDs and provides up to $100,000 to each group annually for improvements downtown.

SDP works with the City and with other organizations to best utilize available resources and to work towards the effective implementation of programs and activities funded by the Downtown BIDs in six specific areas, parking,

IN THIS ISSUE

Nov. 2017

beautification, music in public areas, public events, promotion of business activities, cleanliness and security.

This year, the renewal process will be voted on in the December 5th 2017. The SDP Boards of Directors approved the annual report outlining the planned 2018 activities for the Santa Ana Downtown Parking and Business Improvement District (Downtown BID) on November 15th 2017. The report was presented in a commission meeting on Wednesday October 23, 2017 and then was submitted to City Council and it is expected that it will be formally received on November 15th and will be presented at the City Council meeting with the Public Hearing set for December 5th 2017.

The City will send out a notice to all downtown businesses advising of the date of the public hearing. The 2018 Renewal Report is available in the Downtown Newsletter. If you have any question regarding the Annual Report or the BID renewal process, please contact

Madeleine Spencer at (714) 815-2653.

Our Small Businesses Represent the American Dream Small Business Owner Lilia Cerpas the owner of Genesis Bridal located on Broadway in Downtown Santa Ana is one of our American Dream Highlights this Month You can learn more on the Calle Cuatro Marketplace Website, Newsletter and Facebook Page.

Our Small Businesses Represent the American Dream Small Business Owner Delilah Snell owner of Alta Baja Market on 4th Street is another great Downtown Business that we have highlighted this month in the Weekly Newsletter, Website and Facebook Page.

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THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

MARKETING THE BEST OF DOWNTOWN After a series of meetings SABC in Partnership with Downtown Inc. are excited to kick-off the first "Best of" Campaign in Downtown.

OVER 25 PLACES IN DOWNTOWN SANTA ANA HAVE BEEN VOTED THE BEST OF OC in both the Weekly and the Register. We would like to celebrate this with an upcoming marketing campaign.

Here are some of the brainstormed elements of the campaign: 1. Best of flier/passport distributed at each participating Best of location 2. Asking the Best of businesses to offer an experience or discount on the flier/passport and/or to participate in the Best of event 3. Arranging a Best of tour event for VIP/media/the public that shows off a variety of the Best of experiences 4. Shooting a Best of video (most likely at the event) 5. Working with the OC Weekly for a Best of co-sponsored print ad 6. Running some Best of action-focused social media ads with metrics 7. Write a Best of Press Release to summarize and frame downtown as a destination

8. Write a Best practices for the Best of Winners (like adding your Best of logo to your email signature, adding a sticker to the front of your business, etc.)

We will begin to talk to other "Best of" winners so we can begin the collaboration.

This campaign could cost up to a few thousand dollars so we definitely want to confirm buy-in from the Best of community, would need to confirm partnership between SABC/DTI to share costs and will need approval from the boards to proceed at full-scale.

We would also like to do a more thorough check for awards. For example, both Latino and industry-specific publications may have awarded DTSA business outside of the publications we know of so far.

Logan Crow from the Frida Cinema is one of the Downtown Merchants who won 3 Best of Awards said that we could leverage his relationship with the OC Weekly to get press coverage of the campaign and Marketing Team from McFadden Marketplace, owner of 3 Restaurants in Downtown named Nathaniel Nugyen would like to share his team’s marketing expertise.

JINNY’S PIZZA OC WEEKLY’S BEST OF Located on La Cuatro in the 4th Street Market Proudly and loudly from New York, Jinny has taken us to countless places with her stories; ranging from the downright hilarious to the uplifting and inspiring. Most of these stories occurring over a big slice of New York style pizza, cheese only, with lots of garlic powder.

It only seems fitting to dedicate one of Jinny’s favorite foods in the whole world to one of our favorite people in the whole world. We hope that the stories that are shared over our pizza will last you a lifetime.

FOOD PIC: Jonathan Gold reviews our own IRENIA off Broadway in Santa Ana, a restaurant reinterpreting traditional Filipino cuisine IMAGE PIC: Nathanial Nugyen Owner of McFadden Marketplace and Jinny’s Pizza working with us on “Best of” Marketing Campaign

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THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

HEADING 4 Place Making on Broadway & 5th

SETTING UP “THE PLACE GAME”

FAST FACTS

90 Local Downtown Businesses are Seeking Web & Social Media Assistance Learn more about the Career and Technical Education Connection we are making to pair students with Merchants to take care of Local need while helping youth build a portfolio of their work.

On Thursday November 21st at 10 am we came together with neighborhood businesses, property owners, local employees, artists, county, federal court and city officials. Together the group played a "Place Game" -- which is a process created to evaluate and improve a space (developed by the Project for Public Spaces). We split up into four groups in order to take a look at how the areas around 5th & Broadway are working and what we could do together to improve them.

COMMUNITY FEEDBACK Facilitators:Areas (A-D) Ryan Smolar Madeleine Spencer Rachel Potucek Dino Per Group Presentations: A. 4th and Broadway (Rachel)

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Splashes of light on Broadway Light wraps on the trees Totem at Broadway and 4th for north of 4th businesses Signage up and down Broadway Activate be planter as a sign tree

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Trash can north of Teresa’s

B. 5th and Broadway (Dino)

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Activities on Thursday, Friday, street vendor carts Murals Painting awnings Nicer plants Herbs in front of the restaurant with picnic tables Shopping vendors Tacos Tuesday on Thursday with arts Get rid of benches at federal plaza Add parking meters at 5th/Broadway More activities/events in all geography

C. 5th street (Madeleine)

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Street is a little dark and hidden, lighting should be pursued Federal building has a beautiful path but no one uses it Felt more intimate with more plants growing Federal employees don’t walk this way as much Make the ground pop in an interesting way Blade signs or painting the columns

THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

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Directory in front of OC Health building Smell of ninjas with appetite Open the windows so more open space and more smells It feels closed off Slowing traffic, cars have hit the buildings There's a lot of space on north Broadway for vendors during events

D. Federal Plaza (Ryan)

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Murals on both sides Activate the area with food popups, art classes, outdoor art gallery, vendor opportunities, open mic Install bathrooms, comfier seating, electric chargers for phones Get moveable pallet fencing to create an enclosure Brand the park as “Hideout on Broadway” or “The Rec Room” and make it a living room for the area Have a movie night

BID REPORT (2017-2018)

In November Our Second Annual Business Improvement District Magazine came out. The magazing covers all our work from meetings to special events, grant collaborations, Clean and Safe Team to new programs. Dedicated to Transparency and a marketplace of thriving businesses please let us know what you think of the report.

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Lights in the trees and floating letters and designs hanging from string Drum circle Healthy activities for employees Strong lights and classic music playing at night to deter bad uses of the park

Additional Comments • Mimes and bright colors helping circulate people around during Art walk • Ask all businesses to leave their lights on during Art walk • Move the trash can from AvantGarden either north or to the south where Theresa wants it • Dining directories with health department

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THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

WINGS OF THE CITY

Location: Artist Village Location: West 4th and Birch St. Location: 4th and Main Street

Location: Calle Cuatro Plaza

Location: Artists Village

Location: Spurgeon Promenade

Location: Spurgeon Promenade Location Spurgeon Promenade

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THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

SANTA ANA UNVEILED “WINGS OF THE CITY” PUBLIC ART EXHIBIT BEGINNING ON OCTOBER 27

SABC, DTI, SAUSD, The City of SA and The Mexican Consulate worked together to achieve our first ever Yearlong Outdoor Exhibit Commemorates Community, Culture, and Heritage in Downtown Santa Ana. [Santa Ana, Calif.] – The City of Santa Ana, in partnership with the Consulate of Mexico, is pleased to bring Mexican figurative artist, Jorge Marín’s internationally hailed sculpture exhibit, “Wings of the City,” to commemorate the Mexican culture and heritage of the Santa Ana community. The public art exhibit will officially unveil with a free celebration on Friday, October 27, 2017, and will be on display throughout Santa Ana’s historic downtown through October 2018.

“Wings of the City” commemorates our community’s deep cultural ties to Mexico and exemplifies our on-going commitment to arts and education,” commented Mayor of Santa Ana, Miguel Pulido.

The nine bronze sculptures of “Wings of the City” pay homage to classic Baroque and Renaissance pieces with surreal twists including men adorned with dream-like wings, wearing bird masks, and in stunning acrobatic poses. Since the collection’s debut in 2010 as a public art exhibit on Mexico City’s Paseo de la Reforma, the surreal sculptures have traveled to cities across the country since 2013. As Orange County’s cultural and artistic

epicenter, Santa Ana is the only U.S. city to present the exhibit for an entire year and will mark the final destination on the “Wings of the City” world tour.

"The instant context, the time, and the events that happen simultaneously, all feed up the original dialogue of the artworks, constructing culture in its broadest sense: a way of being and thinking," said Jorge Marin.

“Santa Ana is home to the largest concentration of individuals of Mexican decent outside of Mexico and one of the largest concentrations of Vietnamese Americans,” said Mayor Pulido.

“Many immigrants have laid strong roots here in pursuit of the American dream, and Jorge Marín’s exhibit pays homage to that dream and all of their achievements.”

Each of the nine sculptures will be strategically positioned throughout the downtown area, providing the local community and the general public an opportunity to engage with the work and celebrate Santa Ana’s cultural bridges. Selfguided walking tours of the exhibit in English, Spanish, and Vietnamese will be available.

Special public programs around the artwork will be hosted throughout the year.

“This exhibit comes to us at a timely moment as it speaks to important themes of migration, ingenuity, and the power of dreams. Santa Ana has taken a leadership position in protecting all our residents, regardless of their immigration status. Through Marín’s work, we hope to build consciousness and give a voice to

our community,” stated Santa Ana Mayor Pro Tem Michele Martinez.

"Santa Ana is the most Mexican City in the United States, in demographic terms (nearly eight out of 10 residents are of Mexican origin),” said Cónsul of México in Orange County, Mario Cuevas.

"The Wings of the City exhibition symbolizes the contribution of the Mexican community in all levels and activities, the strength of their values, and their aspirations to live in peace and harmony in this great city," he added.

To unveil “Wings of the City” in Downtown Santa Ana, a free public celebration will be held at Plaza Calle Cuatro (325 E. 4th St., Santa Ana, CA) on Friday, October 27 from 5 to 9 p.m.

Among others, the event will welcome commemorations by Mayor Pulido, Consul Cuevas, Studio Marín, and mariachi and folklórico student performances.

Additional information can be found at www.santaana.org/wingsdtsa. Get involved and share photos and videos with “Wings of the City” on social media using the hashtag #wingsdtsa.

Follow the Downtown Newsletter for more info on our wings selfie of the week!

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THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

DOWNTOWN BRINGS TOGETHER INDUSTRY & ART

SPACE ART ROUND TABLE EVENT The city of Santa Ana has for some time been a hub for the industrial arts, technology manufacturing if you were to look at the sheer number of automotive shops that do everything from design to painting you would see how the city is an industrial base.

Everywhere throughout the city are artists using technology, machines, and tools to do their daily work. Design, Graphics and Industrial Technology whether working with cars or timber, metal, electronics, multimedia and engineering.

All have a common theme in which craftspeople are involved in designing and making projects relevant to the context of their artistry

Kevin Cabrera Executive Director of the Heritage Museum of Orange County has offered this amazing space for us to host the event.

Is a cultural and natural history center in Southern California. The centerpiece of the museum, which covers nearly 12 acres in all, is an historic plaza featuring several buildings from the 1890s set amid extensive floral gardens and citrus groves. Among the buildings is the Kellogg House familiar to teachers and students throughout Orange County as a favorite field trip destination for over 30 years.

Another highlight of the museum is a fully operational blacksmith shop. It is the home of the Orange County Blacksmith Guild and members hold regular blacksmith classes. Recent additions to the museum include a hydroponics and aquaponics garden, and a traditional produce farm. The museum farm has been certified to sell its harvested produce and the project is maintained by local high

school and college volunteers. The latest major campaign for the museum is to restore the John A. Maag Farmhouse. The home, built in 1899, features three stories in 5,600 square feet of interior living space and is planned for the housing of museum archives, offices and presentation of exhibitions. Two original outbuildings of the Maag Farmhouse currently house offices, meeting space and our gift shop.

LAUNCHING THE NEW SA ARTIST REGISTRY After a series of our first three Art Round Tables SABC, DTI & SAUSD were able to find out what was needed in the arts community.

The community asked for a website, a artist registry and a map of the arts for the city. Since we began all three have been created and over 100 artists are already in the system. At the upcoming event we will begin with what we have accomplished and move into how with industry and all of its leaders we can begin to assess how we can continue to build a strong creative economy within the city of Santa Ana. There is an upcoming meeting

THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

local businesses. You'll graduate from our Bootcamp with your own portfolio of actual client work that you Pilot: Providing seminars or can use to show future employers workshops for student professional what you can do, impress college development geared toward art admissions staff, or even start up your handlers. own business!

Learning 21st Century Skills Through hands on experience, mentorship, culturally relevant training and 21st Century skills development, youth become creators of change in their own communities.

Training A Docent’s Guild During the course of the 6 week Santa Ana Highschool’s SAN Arts bootcamp you will meet with your Program has a group of students small business client and work with involved in learning to be Docents them to build their website. DTSA through the Bower’s Docent Guild Webconnect trainers can teach you the program. These young men and Downtown Webconnect stuff that happens behind the scenes in women will be skilled in enhancing Through our SABC796 Campaign creating beautiful websites, driving the arts experiences of Museum, Discovery Process and Survey we and measuring traffic to that site, and Installations and Gallery visitors by found that many of our Merchants are other aspects that businesses need to providing educational tours to adults, in need of technical assistance for be successful in the 21st century. families and school groups as well as websites and social media, getting on We'll also teach you valuable providing educational presentations to both Yelp and Facebook as well. So technical, entrepreneurial, community groups and service clubs. we got together with Santa Ana communication, and leadership skills Unified School District to seek to help you begin launching a career solutions with their Career and in the tech industry.

Technical Education Group. Now we What Students Learn: are working on supplying a free website and social media assistance Technical Skills for downtown business while at the • How to design and build a website same time helping a young person • How to write basic HTML and CSS launch their career. We are working • How to promote a small business with SAUSD’s Career and Technical using social media (Facebook, Education to connect youth with our Twitter, etc.)

Lessons in Art Handling and Install downtown businesses in need of web Art handlers are experts at packaging, and social media assistance so our Leadership and Soft Skills moving and unpacking priceless businesses and students are able to • Business Communication works of art, from pieces of open opportunities and get the • Entrepreneurship parchment to fragile sculptures. They assistance they need. 90 Merchants • Professionalism work for shipping companies, private are signed up.

• Problem Solving collectors, museums, galleries, auction houses or other arts organizations. Job Building Our Webconnect Team Professional Skills requirements vary by employer, but Get a free website for your business. • Customer Service handlers typically receive training Help a young person launch a career. • Project Management through accredited institutions or Youth learn tech by helping small • Time Management employing agencies. Before touching business downtown to set up webs & • Job Search and Resume Writing artifacts or art works, handlers social media sites for their businesses. • Networking practice every detail of the job, from DTSA Webconnect 6-week bootcamp trains you to build websites for small, DOWNTOWN CREATES PATHWAYS FOR YOUTH

building crates to framing and installing.

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THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

DOWNTOWN BUILDS AN EDITORIAL BOARD

newsletter, yet; this only scratches the surface of our need. Other important areas of coverage that are needed include our needed focus on: • • • • • •

The efficient Downtown organ is a center for communication and marketing for our BID district. It is our belief that our BID ought to give fair representation to all associations, clubs, businesses, sector services, societies, and movements within Downtown. It is our belief that we ought to print features of interest and give each sector an opportunity for selfexpression.

During the past 3 years from 2014 -2017 as we are organizing our sectors and building our communication in downtown we have kept these ideals in mind and have tried with the current limited staff to come as close as we can to achieving this. Yet, the needs have grown and our current capacity is at its limit. To continue building on our successes we are taking on the challenge of building our Editorial board to capture downtowns myriad services and resources. Recently SABC’s Communications Lead Claudia Naffa— Is managing a contractor to write our small businesses stories the series is called Calle Cuatro’s “American Dream Stories” (See example on page 1) This local writer now contributes a story a week for our Downtown

Food Art Technology Music Business Graphic Design

Downtown, we are currently managing a series of websites which we are working on merging so all our news is in one place.

Here is a list of Downtown Websites.

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Boca de Oro-http://www.bocadeoro.org/

CURRENT DT ASSOCIATIONS

SEEDS TO TREES- DTSA INFORMATION TEAM • •

SET UP AT 4SM HAND OUR ARTWALK MAPS TO BUSINESSES

RETAIL ASSOCIATION •

Quinceañeras Shops

DTSA WEBSITES: •

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Santa Ana Restaurant Week-http://www.santaanarestaur antweek.com/ Start Up Santa Ana-http://www.startupsantaana .org/ Santa Ana Arts-http://www.santaanaarts.or g/ Downtown_Santa Ana-http://www.downtownsantaana.com/ Savor Santa Ana-http://www.savorsantaana. com/ Calliotree-http://www.calliotree.org/ Santa Ana Business Council-http://santaanabusinesscou ncil.com/ Calle Cuatro Marketplace-http://callecuatromarketpla ce.com/

RESTAURANTASSOCIATION •

DTSA Restaurants

ARTIST ASSOCIATION • •

Art Round Tables Caged Chameleon Lunches

CLEAN & SAFE TEAM

5 Downtown Areas We are looking at for Place Making Initiatives • • • • •

5TH AND BROADWAY 2ND STREET PROMENADE BUSH ST. ALLEY CALLE CUATRO PLAZA SPURGEON PLAZA

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THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

MONTHLY CAGED CHAMELEON LUNCH Five Reasons We Are Excited for the upcoming Caged Chameleon Santa Ana Arts Lunch at 11:30am-1:30pm Friday, Dec. 1st at The Robbins Nest.

4. Show and Tell: bring your projects, stories, opportunities and postcards to share with fellow artists, arts organizations and community connectors.

Here's 5 exciting things to look forward to this Friday: 1. Meet Michelle Espinosa Coulter, Senior Project Manager for the Santa Ana Arts Collective, a 58-unit affordable artists housing project being built now at 17th/Main St.

2. Chat with Rick Stein, the Executive Director of Arts OC, the county's leader in building support for arts and arts education.

HISTORY & PRESENT

5. The amazing food! We've dined on pasta, tacos, charcuterie. Who knows what Chef Richard Espinachio will create for us this time.

See you there and bring a friend!

This is a great chance to further connect our vibrant arts community with each other and beyond!

3. We'll go over the soon-tobe-released California Arts Council grants and local resources to help you apply.

*If you haven't RSVPed yet, please check your email for an invite to the "Caged Chameleon" from "Downtown Santa Ana" and RSVP there

After an excellent and collaborative process of becoming knitted in working with our School District, Local Arts Organizations like the Bowers Museum, Grand Central Arts Center, Orange County Center for Contemporary Arts, Segerstrom Center and Santa Ana Sites among others. Also, in working with the City on the Arts Master Plan Implementation and working with the Mexican Consulate in the year of Mexico and California. In our work downtown with numerous Artists throughout the city in everything from monthly art walks to advertising, poster creation, collaborations and more. We were excited to keep the momentum going and build on the organization of our creative community. This brought us together with the early founder of the Caged Chameleon, Richard the head chef at the Robins Nest, to resurrect this space for artists to network and share on a regular basis, to meet each other share important happenings and collaborate.

Report Compiled by Madeleine Spencer

THE B.I.D. QUARTERLY REPORT | Issue # 1 DECEMBER 2017

THE B.I.D. QUARTERLY REPORT

400 East 4th Street Santa Ana, CA 92701

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