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ANNUAL REPORT 2016-2017 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | 1

PEOPLE
PLACES
PROGRESS

2016-2017 ANNUAL REPORT


2 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | ANNUAL REPORT 2016-2017

PEOPLE

Joyce Gordon, Joyce Gordon Community Partners CBD Staff


Gallery

PLACES

The Lot at 1100 Broadway Van Kleef Way on Telegraph between 3rd Thursdays at Latham
16th & 17th Street Square with Jennifer Johns and
Kev Choice

PROGRESS

Building The Lot Ford GoBike Kick-off event New businesses and public art
ANNUAL REPORT 2016-2017 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | 3

FROM THE EXECUTIVE DIRECTOR


Whether it is our clean and safe program Our goals are to increase the footprint of
facilitated by our excellent Ambassador the CBDs, grow our budget, expand our
team, our Oakland Central destination organizational capacity, and continue our
marketing and economic development essential place-making efforts through
efforts, or our public space activation 2028 and beyond.
and beautification programs, the positive I could not be more proud of the team we
impact of the downtown Oakland and have assembled, the community relation-
Lake Merritt-Uptown Community Benefit ships we have forged, and the positive
Districts (CBDs) is evident throughout impact we have made in downtown Oak-
downtown Oakland. As an organization land. There is still much work to do, but
and as a community, we have made our progress is undeniable. Whether you
tremendous progress since we first are new to Oakland, or have been here for
launched the CBDs in 2009. generations, we invite you to partner with
This Annual Report highlights our efforts us to manifest a downtown that reflects
to create both a welcoming community the authenticity and vibrancy of the Oak-
Our successes in 2017 and a sense of place in and around Oak- land we all know and love.
build on the foundation land’s Central Business District. Our suc- In Community,
cesses in 2017 build on the foundation
we have established we have established over the past nine
years of operation. We recently complet-
over the past nine years ed an assessment of our organizational

of operation. effectiveness and a detailed strategic


plan that will serve as a guide as we work Steve Snider,
on the renewal and expansion of the Executive Director
CBDs for another ten year term.

2017 GOALS

ENHANCE MARKETING INCREASE REVENUE GROW COMMUNITY OUTREACH


Grow Oakland Central brand awareness Implement fundraising strategies to AND ENGAGEMENT
with focus on events, creative place-mak- increase annual district revenue through Act as a liaison between various stake-
ing, and public space activation. securing contracts for additional ser- holder groups including operators of
vices, signature events sponsorships, and retail shops, bars, restaurants, entertain-
strategic partnerships. ment venues, developers, neighborhood
group organizers, and residential com-
munities.
4 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | ANNUAL REPORT 2016-2017

PEOPLE
“What is the city but the people?” —William Shakespeare
IN MEMORIAM: BUILDING PARTNERSHIPS
ELIZABETH CLARK We pride ourselves on our effective partnerships and col-
It is with great sadness that we mark the laboration with city, county, and community organizations
passing of Elizabeth Clark - mentor, friend, dedicated to a better Oakland. Our valued partners include:
passionate volunteer, and Senior Counsel City of Oakland, Oakland Police Department, Public Works
with Allen Matkins in San Francisco. Eliza- Agency, City Council Offices, the Office of the Mayor, Alameda
beth served as pro-bono General Counsel County Trust Clinic, Simply the Basics, Visit Oakland, Oakland
for the Downtown Oakland and Lake Mer- Metropolitan Chamber of Commerce, Oakland BID Alliance,
ritt-Uptown District Associations from 2011 California Downtown Association, International Downtown As-
through 2013 and in that time worked with sociation, Art & Soul, Oakland Grown, Oakland Indie Alliance,
the boards and staff to create heightened efficiencies around Bike East Bay, Walk Oakland Bike Oakland, Athen B. Gallery,
contracting that helped us to better realize our organizational Oakhella, Oakland Art Murmur, Off The Grid, Zoo Labs, and the
goals. For her passion, talent, generosity and enthusiasm for the Life is Living Festival. Our goal is the same: to create a mutual-
program she was honored twice with the Volunteer of the Year ly beneficial partnership that strengthens our community. One
Award. In 2013, the districts honored Elizabeth again by naming of the best examples of collaboration in 2017 was the opening
the Volunteer of the Year Award in her honor. Her outstanding and activation of The Lot at 12th Street and Broadway. The
work and dedication to Oakland inspired us, encouraged us, property owner, Ellis Partners, and the Oakland City Council
challenged us and uplifted us. We are eternally grateful that she Office of Abel Guillen, worked closely with the CBD office to
gave so generously of her time and shared her remarkable gifts launch this temporary event space and beautify a long blight-
with us. She will be missed. ed corner of the Broadway corridor.

CRAFT IS A WAY OF LIFE


There are hundreds of local artists,
business owners, activists and en-
trepreneurs that live and work in our
downtown. The energy they bring to
our community creates the ingredients
for a very special place. As an orga-
nization, we prioritize the programs
and community partnerships that help
retain Oakland’s diversity, creativity, and entrepreneurial spirit. Our “Craft Is A Way
of Life” campaign, which is part of our larger Oakland Central destination market-
ing efforts, highlights and celebrates some of the neighborhood’s most inspiring
individuals. This campaign includes a comprehensive social media campaign, an
extensive street banner program, advertising placement in Oakland Magazine and
the East Bay Express, inside the Free Broadway Shuttle and on our Big Belly solar
powered trash compactors throughout Downtown Oakland.

I’m sending you another positive message with ‘thanks’ I would like to commend your staff on the excellent job that
because of the rapid response from Porsche this morning. they are doing. They are extremely visible, polite, focused, aware
We are grateful to the Ambassadors for their work in the and very conscientious. I truly believe that all of the merchants
Oakland community and wish your network continued feel more comfortable with their presence.
safety and success. Please keep up the good work.
— Mark W. — Marion B.
ANNUAL REPORT 2016-2017 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | 5

OUR AMBASSADOR LEADERS


Albert Burruss (General Manager) and Ted on field opera-
Tarver (Operations Manager) are the dynamic tions where he
DID YOU KNOW OUR
duo providing the leadership of our Ambas- leads Ambas-
DISTRICTS EMPLOY
sador program. In May of 2017, Al joined our sador training, 25+ AMBASSADORS?
team to provide critical support for our grow- manages all
ing program. His years of management expe- safety related
rience have significantly improved our human initiatives, and functions as our liaison with
resource department, provided guidance for law enforcement agencies. Their combined
52,416
all strategic initiatives, and led to some very efforts have made 2017 the most effective AVERAGE HOURS
important changes to our deployment models. year the program has ever experienced, and WORKED ANNUALLY BY
Ted has been with the program since its incep- we look forward to seeing what these two can AMBASSADOR TEAM.
tion, and has developed his position to focus accomplish in the future.

7+
AVERAGE
MILES WALKED
DAILY BY EACH
AMBASSADOR

SUCCESS STORY: AMNAT NGIN 40%


Amnat Ngin is the Cambodia, and he and his family emigrated to
OF OUR TEAM
embodiment of a great Oakland, CA, where they began the process of
IS FEMALE
Ambassador. He is reestablishing their lives. Amnat was raised in
sincere, loves Oak- Oakland and always knew he wanted to give
land and has a unique back to his community. For six years, working
ability to engage with as an Ambassador, he did just that with grace
anyone. His powers of and professionalism. Amnat has decided to 68%
de-escalation are unmatched and serve as a apply the considerable skills he acquired while OF OUR
benchmark for our program. His abilities are working with the CBDs to the next phase of AMBASSADORS
all the more admirable given his history. Am- his professional journey - working as a San LIVE IN OAKLAND
nat was born in Battambang Cambodia, in the Jose Police Department cadet in training. We
middle of the Khmer Rouge’s fight for a class- all know he will be a standout peace officer Next time you see an
less communist state. In 1977, at the age of because of the goodness in his heart, and the Ambassador, stop and
7, and after enduring years in a Khmer Rouge training he has received as an Ambassador. introduce yourself!
camp, Amnat was uprooted from his home in Good luck to you Amnat!

I would like to take the time out I love people helping people!! You guys
to thank the Downtown Oakland were great, and we’re definitely grateful Have Ideas? We’re listening.
Ambassador organization. The on our side, for taking care of one of our
ambassador’s presence is definitely prized employees! Thank you so much Contact us at 510.238.1122 or
felt... I just wanted to say Thank you! to everyone involved!! info@downtownoakland.org
— Brandi W. — Joe K.
6 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | ANNUAL REPORT 2016-2017

PLACES
“We must free ourselves from the tendency to see cities as their buildings, and
remember that the real city is made of flesh, not concrete.” —Edward Glaeser

PUBLIC SPACES MURAL PROJECTS


In 2017, we ramped up our efforts to create, activate and man- This year the districts have actively facilitated numerous pub-
age multiple public spaces in Downtown Oakland, including: lic art projects as part of our central goal: the revitalization of
The Lot on Broadway, Latham Square, 21 Web Plaza and Frank- downtown Oakland. Working in partnership with Sorell Tsui of
lin Square. These public spaces, and the community events Athen B. Gallery and some of our visionary property owners,
and informal meetings that happen in them, are critical to the we were able to bring tremendously impactful public art to
vitality of any downtown. We will continue to activate these the urban landscape. Murals by Pastel, Joshua Mays, and Meck
public spaces, to maintain them as clean, safe and orderly have not only beautified blank walls and fencing in downtown,
venues, thereby making our downtown an inviting destination but have also galvanized even more investment in the arts.
for our residents, businesses and visitors.

BEAUTIFICATION PROJECTS
Whether it’s painting a utility box or landscaping thousands of linear feet of medians throughout downtown, our beautification
projects, including Ernest Doty’s utility box in front of The Lot on Broadway, have the power to transform our public rights of way
and create an environment that fosters business attraction and encourages visitors to the districts.
ANNUAL REPORT 2016-2017 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | 7

EVENT
HIGHLIGHTS

MAY 4
BIKE TO WORK DAY

MAY 18 -
OCTOBER 19
3RD THURSDAYS
WHY PLACE IS IMPORTANT In the words of Jane Jacobs, “a well-used AT LATHAM SQUARE
city street is apt to be a safe street.” Using those words as inspiration, the
districts have prioritized place-making and place-keeping as a way to
make our streets more welcoming and inviting. Providing spaces for peo-
JUNE 21
OFF THE GRID FOOD
ple to gather and share ideas, or a cup of coffee, stimulates innovation,
TRUCK POD OPENING
builds community and encourages meaningful engagement.

JULY 29
OAKHELLA DAY PARTY

AUGUST 18-19
ART & SOUL FESTIVAL

OCT 6-7
FLYAWAY PRODUCTIONS
AT THE LOT

THIRD THURSDAYS AT LATHAM SQUARE


3rd Thursdays at Latham Square is a summertime “Happy Hour” concert series held
annually from May through October. This event series showcases top local musicians, Make a difference in 2018
arts and community-based organizations and local merchants. The goal is to promote Support a community event
Downtown Oakland as a destination by hosting free public events in Latham Square or volunteer your time!
to build community, incubate the cultural arts scene, stimulate the local economy, Contact us to learn more:
and create a more vibrant downtown. info@downtownoakland.com
8 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | ANNUAL REPORT 2016-2017

PROGRESS
“We cannot seek achievement for ourselves and forget about progress
and prosperity for our community…” —Cesar Chavez
AMBASSADORS: BRILLIANT AT THE BASICS
The Safety and Maintenance Ambassador Program is the flagship program of the
Downtown Oakland and Lake Merritt-Uptown Community Benefit Districts (CBDs).
Our program consists of 25 full-time and highly visible Ambassadors working daily to
improve our neighborhood by creating a cleaner, safer and more hospitable down-
town. This year we implemented some new initiatives with the goal of enhancing the
effectiveness of the program and have seen impressive results. Some highlights from
2017 include maintaining a 15% turnover rate for our staff (which translates into high
levels of staff morale), collecting over 254,000 lbs (127 tons) of trash from our streets,
and abating well over 14,000 pieces of graffiti. With a renewed focus on being “Bril-
liant at the Basics” and building upon the already strong relationships with our City
and community partners, we can further our goal of improving the quality of life in
downtown Oakland.

CREATING PUBLIC SPACES: THE LOT


It’s hard to overstate the importance of a vibrant public space
in a downtown environment and the role it can play in creating
a sense of community, safety and public health. The districts
have historically taken a passive role in the creation of public
spaces downtown but this year, due to a confluence of factors,
that all changed. Working with Ellis Partners and council mem-
ber Abel Guillen, we secured $100,000 to renovate and activate
1100 Broadway which has become known as “The Lot”. Since
June, The Lot has played host to a weekly food truck market,
the Oakhella Concert and Day Party, and 4 beautifully executed
aerial theatrical performances produced in partnership with
Cal Performances and Flyaway Productions.

MARKETING DOWNTOWN
Oakland Central (www.oaklandcentral.com) is the CBDs’ destination marketing cam-
paign and place-keeping initiative. In addition to the presentation of fabulous events
like 3rd Thursdays at Latham Square and the Art & Soul Festival, we also have a beauti-
ful website, a robust social media presence (@oakcentral), and a detailed downtown
Oakland-focused Independent Retail Shopping Guide.
This initiative has the following goals
1. Build Community in Downtown Oakland
2. Incubate and support Oakland’s cultural arts scene
3. S
 timulate the local economy by supporting small businesses
and entrepreneurs
4. Create a more vibrant and happening Downtown
ANNUAL REPORT 2016-2017 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | 9

BUSINESS ATTRACTION & RETENTION


The CBD office is regularly contacted by prospec-
BY THE
tive new business owners looking to relocate to, NUMBERS
or open a new business in, downtown Oakland.
Staff enthusiastically fields all inquiries and works
directly with brokers to provide information on $1,951,148
our Ambassador services, our Oakland Central COMBINED BUSINESS
marketing campaign, and other support the CBDs & TAX REVENUE,
can provide. Staff often leads tours of the neighbor- GENERATED BY
hood, openly sharing resources and knowledge of 1,046 FABULOUS
the local community. Whether working directly with BUSINESSES
organizations like 2.Oakland and Uptima Business
Bootcamp, providing employee safety seminars,
creating and promoting an independent retail
shopping guide, or providing welcome packets to
5,260
new business tenants, everything we do as an orga- FOLLOWERS
nization is designed to attract new businesses and ON SOCIAL MEDIA
support and retain existing businesses.

9
ECONOMIC DEVELOPMENT EVENTS
The downtown Oakland real estate market is hot HOSTED
as evidenced by the number of commercial and
residential development projects that have broken
ground or are currently in the pipeline. In 2017,
we also saw a number of large employers relocate 254,000
to downtown Oakland from San Francisco and POUNDS TRASH
elsewhere. The CBDs will remain an essential tool COLLECTED IN 2017
in both facilitating and supporting this growth as
this influx of new businesses and housing continue
to grow foot traffic and promote economic develop-
ment in our downtown.

Join the conversation.


Follow us on social media for the
inside scoop on happenings in
downtown Oakland.
@oakcentral #oaklandcental
10 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | ANNUAL REPORT 2016-2017

FINANCES
Financing Downtown The Downtown Oakland Association & Lake Merritt-Uptown District Association manage annual budgets of
$1,087,089.00 and $1,250,631.00 respectively for a combined annual reinvestment of just over $2.3 million dollars into our downtown.

HOW DID WE MAKE YOUR ASSESSMENT DOLLARS WORK?


DOA// 2017 REVENUE LMUDA// 2017 REVENUE
Assessment $1,087,089.00 Assessment $1,250,631.00
Other $234,445.00 Other $37,337.00

Clean and Safe Services $677,155.00 Clean and Safe Services $827,633.00
Administrative Services $242,925.00 Administrative Services $244,614.00
Rent & Utilities $48,642.00 Rent & Utilities $48,642.00
Marketing $45,000.00 Marketing $45,000.00
Beautification $27,000.00 Beautification $34,500.00
Community Sponsorship $16,500.00 Community Sponsorship $18,500.00
Miscellaneous $11,000.00 Miscellaneous $12,500.00
Insurance $7,367.00 Insurance $7,742.00
Shipping, Printing & Supplies $6,500.00 Shipping, Printing & Supplies $6,500.00
Accounting $3,000.00 Accounting $3,000.00
Fees & Permits $2,000.00 Fees & Permits $2,000.00
TOTAL $1,087,089.00 TOTAL $1,250,631.00

Detailed financial reports are publicly posted with board meeting agenda packets and are available upon request.

BOARD OF DIRECTORS
DOWNTOWN OAKLAND LAKE MERRITT/UPTOWN
• Michelle Lane • Mike Guerra • Deborah Boyer • Kim Bardakian
Old Oakland Lincoln University Swig Co. Kapor Center for Social Impact
President Secretary President
• Jamie Choy
• Laurie Berberich • Karissa Obeso • Don Rogers Signature Development Group
Embarcadero Realty Services Oakland City Center CIM Group
• Dan Pitcock
Vice President Owners Association Vice President
RECO/2406 Webster Street
• Tanicia Jackson • Jeff Wilkerson • CJ Hirschfield
• Alex Kaffka
CBRE Paramount Property Co. Children’s Fairyland
Verdera
Treasurer Secretary
• Adam Chall Business Tenant
• Sara May TMG Partners • Samantha Stires
• Ke Norman
Metrovation CCCEB
• Jamie Flaherty-Evans Nailphoria Day Spa
Treasurer
• Kirsten Melton Colliers International Business Tenant
Lincoln Community-at-large • Terry Wood
• Ramsey Wright
Community-at large Kaiser Permanente
Colliers International
Community-at-large
ANNUAL REPORT 2016-2017 | DOWNTOWN OAKLAND AND LAKE MERRITT/UPTOWN COMMUNITY BENEFIT DISTRICTS | 11

STAFF
STEVE SNIDER ANDREW JONES TORI DECKER
Executive Director Program Director Operations Director
Champion of local artists Event wrangler and Numbers queen and
and Warriors superfan. hat enthusiast. coffee connoisseur.

TAMIKO GARNER KIRK HUMBLES


Administrative Coordinator Program Coordinator
Marketing maven and Street captain and all-
vegan snack guru. around Mr. Nice Guy.

A VISION FOR THE FUTURE


In 2013, our board of directors adopted the following vision statement: “Create a thriving 24/7 business,
retail, entertainment and residential district in the heart of Oakland for the betterment of Downtown
and Uptown and the greater Oakland community.” This vision holds true in 2017 and will serve as a guide
as we move into the renewal of the CBDs in 2019 for another ten year term. In 2018 and beyond, we will focus
our place-making energies on growing our revenue and impact, refining and streamlining our essential clean
and safe services, furthering the reach of our Oakland Central marketing campaign, and creating additional
support services for our local small business and residential communities. We encourage all Oakland
stakeholders to partner with us in this effort by directly engaging with the people in your local community,
by contributing your time and resources, and by helping spread the word.

Images in this report kindly provided by Dream Brand Studios and Images by Auintard
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388 19TH STREET OAKLAND, CA 94612 // 510-238-1122 // INFO@DOWNTOWNOAKLAND.ORG


LAKEMERRITT-UPTOWN.ORG // DOWNTOWNOAKLAND.ORG

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