Downtown Center Business Improvement District

building community

Downtown center business improvement District 2012 AnnuAl report

We are very pleased to share with you the Downtown Center Business Improvement District’s (DCBID) 2012 annual report, which summarizes the accomplishments of our fifteenth year in operation.

Thanks to your support the DCBID will continue to be the catalyst behind the Downtown Renaissance. Through the efforts of our dedicated Board of Directors and staff, the renewal of the DCBID was approved by 89% of the District’s property owners. On June 19, 2012 the Los Angeles City Council voted 13-0 to support and authorize the five-year renewal, commencing January 1, 2013 through December 1, 2017.

This will be our fourth, five-year term. We are extremely grateful for your support and continue to work tirelessly on your behalf to ensure that the Downtown community remains safe and clean, and continues to grow and prosper.

The renewal allows the DCBID to continue to play a vital leadership role in the resurgence of Downtown Los Angeles by providing safety, cleaning, economic development, and marketing programs that public agencies are no longer able to provide.

Through our Economic Development programs, we were instrumental in recruiting several new businesses to the area. In fact, over the last ten years, we have helped recruit and/or open nearly 200 new establishments, resulting in thousands of jobs, as well as generating millions in sales tax revenue. We also prepared for our fourth Downtown LA Demographic Study. Conducted every two years, the studies are the most effective recruitment tools we have.

Past surveys have helped recruit Ralphs Fresh Fare, Bottega Louie, CityTarget, and many others.

With the constant goal of increasing the value of your properties, we promoted thousands of businesses, events, and programs on our website, DowntownLA.com, and established it as the go-to resource for all who live, work, play, and invest in Downtown LA. Our marketing and public relations programs continue to help change the perception of Downtown LA, and bring a renewed awareness to the area.

The “Purple Patrol” continue to maintain safety and cleanliness. In 2012 they responded to more than 118,000 incidents and 21,000 calls for service; our Downtown Guides assisted thousands of employees, residents, visitors, and businesses.

The DCBID remains the number one Los Angeles-based BID by budget and has set ambitious goals for 2013, including facilitating an investment summit and launching new resident outreach programs. The DCBID had a year full of opportunities and much success.

With your help, we will continue to build community in Downtown LA.

Sincerely,

Kathy FaulkChairperson

Carol E. SchatzPresident & CEO

dEaR downTown STaKEhoLdER

1

With your help we will continue to“build community

in Downtown lA. “

the new downtown

“the DcbiD has changed the face of

Downtown over the last 15 years. We’re

now a vibrant city center with music,

entertainment, and restaurants.”

- susan Feniger and mary sue milliken Co-Chefs/Owners, Border Grill Restaurant & Truck

the new downtown

With your support and leadership, Downtown continues to grow. Downtown is a vibrant, 24/7 destination that attracts residents, office workers, and tourists. The DCBID is, and will continue to be, the catalyst behind the Downtown Renaissance.

15 YEaRS oF woRK, LivE, and PLaY aT a GLanCE

PrOPErTy VALuE $4.4 billion $9.2 billion

HOurS 24/7; bustling at night

EmPLOymEnT Slow growth 93,000 new jobs created 1998-2012

rESIDEnTS 18,000 in 1999 50,000+

InVESTmEnT Limited $15.7 billion invested 1999-2012

EnTErTAInmEnT Dodgers Staples Center and L.A. LIVE

TrAnSIT Buses new Light rail, metro, metro Express Lanes

CLEAn & SAfE Very limited services 1.4 million bags of trash collected and 896,561 calls for service received 1998-2012

4 million square feet of sidewalks swept and cleaned annually

mArkETInG no single source for information on Downtown LA

Over 1.8 million annual page views on DowntownLA.com

250,000 free maps distributed annually

Very Limited Over 200+

8am-5pm; sidewalks empty after 5pm

rESTAurAnTS, BArS, rETAIL, nIGHTLIfE, AnD AmEnITIES

1998 2012

ThE nEw downTown

THE nEW DOWnTOWn 5

operations

Safe and clean streets are the foundation of a vibrant Downtown. The DCBID’s Safe & Clean team is proudly committed to assisting those who live, work, and play in the Downtown Center. This highly visible, well-trained staff of purple-shirted safety officers and cleanliness personnel continues to provide daily, 24-hour supplemental services to maintain safety and cleanliness within the District. In 2012, these teams responded to more than 118,000 incidents and 21,000 calls for service. The DCBID’s specially trained BID A.C.T.I.O.N. team provided assistance to the homeless community, working closely with area service providers.

oPERaTionSKEEPinG downTown SaFE and CLEan

operations

SaFETY In 2012, the DCBID continued to champion strong working relationships with the City and County of Los Angeles. As city resources diminish, the role of the DCBID’s safety services becomes more important.

To better serve the District, we provided advanced training and technical support for our safety team. Additionally, we continued to adjust patrols to address special needs in the District as identified by the Computer-Aided Dispatch system (CAD), safety patrol staff observations, and the Los Angeles Police Department.

SaFETY TEam STaTiSTiCS

• 21,561 individual calls for service, 17% increase over 2011

• 118,868 incidents, 4% increase over 2011

• Of those 118,868 incidents, approximately 40 resulted in arrests for misdemeanor or felony crimes

CLEanLinESS On a daily basis, the members of the DCBID’s Clean Team worked to remove graffiti, discard trash, and sweep sidewalks.

CLEan TEam STaTiSTiCS • 91,643 bags of trash removed from 350 District

receptacles

• 1,643 instances of graffiti removed

• 4,140 sidewalk wash downs conducted

• 470+ miles of sidewalks cleaned with mechanical devices

• 150 trees watered on a weekly basis

• $42,000 spent on trash hauling

• $2,000 in grant money spent on adding ash trays along Hill Street

• $60,000 spent on field supplies (trash bags, brooms, carts, etc.)

• 59,280 hours spent on cleaning the District (trash removal, sidewalk cleaning, etc.)

OPErATIOnS 7

Bid a.C.T.i.o.n. TEamExTEndinG a hand To ThE homELESS For the past ten years, the DCBID’s specially trained BID A.C.T.I.O.N. team has assisted the homeless community with a variety of services including providing clothing, bus tokens, blankets, transportation, medical services, and assistance with entry into rehabilitation programs.

In 2012, BID A.C.T.I.O.N. focused on increasing teamwork and partnerships with service providers in order to find new and innovative ways to better assist in outreach and placement. Team members attended networking meetings around the Downtown area with other service providers including Los Angeles Homeless Services Authority, Chrysalis, and Common Ground.

Bid a.C.T.i.o.n. STaTiSTiCS • Provided services to 800 individuals

• Placed 20 individuals in housing or drug and alcohol rehabilitation programs

• made contact with 658 new individuals

• followed up with 2,121 previously contacted individuals

8 OPErATIOnS

Bid a.C.T.i.o.n. TEam SuCCESS SToRYIn their early 20s, Joseph and Kassandra were living on the streets in dire need of mentoring and guidance. Joseph’s parents had passed away, and he was out of touch with his family. BID A.C.T.I.O.N. started providing assistance to Joseph in January. During his 10 month journey to success, BID A.C.T.I.O.N. helped Joseph accomplish many life changing milestones:

• Joseph enrolled at Los Angeles Trade Technical College.

• Through an extensive internet search, the BID A.C.T.I.O.N. team was able to locate family members and reunite them with Joseph.

• Joseph moved into permanent housing through our housing resource, Brown and Pipkins Property Management Company.

• Joseph proposed to his girlfriend Kassandra and they now reside in Boyle Heights. Kassandra has part-time employment, while Joseph is in school.

TEam mEmBERS oF ThE YEaR Each quarter, the DCBID recognizes Safe and Clean team members who have gone above and beyond the call of duty.

Guide Team mark Ferem

mark ferem enjoys sharing his knowledge and enthusiasm with the Downtown LA community.

Clean Team Juan williams

“no job is going to be easy, but you have to stay focused.”

Clean Team Stevie washington

“It’s a good experience; I’ve picked up communication skills from this job.”

Safety Team Fidel Godinez

Sgt. Godinez was recognized as “Safety Officer of the Year” by the Central Police Boosters.

Safety Team Raul Lua

raul’s strengths are training and mentoring new employees and communication.

Clean Team Ellison Lupo

In his eighteen months with the DCBID, Ellison Lupo has earned this recognition twice.

Guide Team Rosalind hezekiah

rosalind’s hospitality makes her a valuable member of the Downtown community and the ambassador team.

Clean Team Cynthia Ramos

Cynthia genuinely enjoys working with the public, the team, and independently.

Guide Team angelica velasco

With a smile and a cheerful charisma, Angelica welcomes tourists and residents with useful Downtown information.

Safety Team Josue valencia

Officer Josue Valencia is a dedicated employee who comes to work with an “ambassador first” attitude.

Safety Team Louie Caraballo

Officer Louie Caraballo has the ability to calmly and patiently explain policies, procedures, and protocols.

Guide Team Katrina hensley

katrina’s enthusiastic and patient attitude has helped both tourists and locals.

OPErATIOnS 11

economic development

economic development

The DCBID directly recruited and/or facilitated the opening of nearly 100 new businesses in Downtown Los Angeles in 2012 including TASTE fIGat7th, CityTarget, award-winning restaurants mo-Chica and Alma, and fashion boutiques den.m bar and The Well. The ACE Hotel, Marriott Hotel, and One Santa Fe broke ground; demolition of the Wilshire Grand began. major projects currently under construction will shape Downtown’s future in the coming years. Downtown Los Angeles continues to attract residents, retailers, and commercial tenants who recognize the benefits of an urban environment rich with amenities, nightlife, culture, transportation, and diverse neighborhoods.

EConomiC dEvELoPmEnTBRinGinG invESTmEnT To downTown

$1,343,800,000 Arts & Entertainment

$2,097,700,000 Civic & Institutional

$491,000,000 Commercial

$4,372,000,000 mixed-use

$5,927,100,000 residential

$1,500,000,000 figueroa Corridor/Expo Park

ToTaL $15,731,600,000

invESTmEnT in downTown La 1999-2012

ECOnOmIC DEVELOPmEnT 13

PRoPERTY vaLuE inCREaSE FRom 1997-2012

118.78%

$9,2

13,7

81,1

18

2.03

%

$4,2

11,3

64,5

87

1997

$4,4

80,5

98,3

92

6.39

%19

98

$4,8

38,4

21,3

05

7.99

%

$5,0

25,4

31,9

88

3.87

%20

00

$5,2

60,5

25,6

94

4.68

%20

01

$5,5

44,4

96,0

87

5.40

%20

02

$5,6

88,3

91,1

89

260%

2003

$6,0

45,5

96,9

04

6.28

%20

04

$7,0

02,9

00,9

43

15.8

3%

$7,8

53,1

44,5

06

12.1

4%20

06

$8,6

95,4

87,9

16

10.7

3%20

07

$9,3

01,7

81,5

81

6.97

%20

08

$9,3

26,4

10,1

36

0.26

%

$8,8

51,4

02,2

07

-5.0

9%20

10

$9,0

30,8

45,3

11

2.03

%20

11

1999

2005

2009

2012

CommERCiaL maRKET ovERviEwCommercial real estate property values have increased by 118.78% since 1997. In 2012, we toured numerous real estate investors, developers, lenders, and large commercial tenants in Downtown LA.

ToTaL SquaRE FEET LEaSEd

1,940,514

2,366,230Total Square feet Sold

BuILDInG ADDrESS BuyEr BuILDInG PrICE PEr

Mellon Bank Center 400 S. Hope St. CBRE Global Investors 701,295 $340

The Wedbush Center 1000 Wilshire Blvd. Lincoln Property Company 471,692 $279

PacMutual Building 523 W. 6th St. Rising Realty Partners 424,000 $141

419-433 S. Spring St. 419-433 S. Spring St. The Capital Foresight LP 363,187 $59

Popular Center 340-354 S. Spring St. HW Hellman Building LP 146,333 $75

Fine Arts Building 811 W. 7th St. Sorgente Group 120,000 $237

845 S. Figueroa St. 845 S. Figueroa St. CA State Bar 139,723 $358

SiGniFiCanT CommERCiaL SaLES 2012

SQ fT SQ fT

oFFiCE vaCanCY & REnT TREndS

yEAr

2012 20.0% $35.79 2011 18.6% $35.672010 16.7% $35.402009 15.3% $36.772008 12.5% $38.642007 12.3% $36.372006 13.8% $31.652005 11.2% $28.052004 14.2% $26.882003 14.4% $26.222002 15.2% $25.532001 12.9% $24.842000 16.0% $23.401999 14.2% $23.04

DIrECT AVErAGE rEnT PEr SQ fT

DIrECT VACAnCy

ECOnOmIC DEVELOPmEnT 15

Building address Tenant Leased Square Feet

Building Class

617 W. 7th Street 617 West 7th Street Altoon Partners LLP 15,876 A801 Tower 801 South figueroa Street Seven7 Jeans 53,936 A

Chinatrust Bank uSA 38,354 A865 figueroa 865 South figueroa Street AEG Development 29,389 AAOn Center 707 Wilshire Boulevard morrison & foerster 77,290 A

State Bank of India 19,050 AAT&T Center 1150 South Olive Street uSC Stevens Center for

Innovations19,058 A

Bank of America Plaza 333 South Grand Avenue Wells fargo 290,000 Akirkland & Ellis LLP 91,633 AAlston & Bird LLP 80,671 ALos Angeles Tourism & Convention Board

25,618 A

Citigroup Center 444 S flower Street Citigroup 66,122 AAnderson, mcPharlin & Conners LLP

60,292 A

khorrami, LLP 94,100 AEquinox 35,500 ACitigroup 66,122 Amorgan Stanley 60,292 A

Ernst and young Plaza 725 S figueroa Street united States Secret Service 94,100 AJackson Lewis LLP 53,854 A

figueroa at Wilshire 601 S figueroa Street PricewaterhouseCoopers 135,863 ACushman & Wakefield 60,958 AE-Times Corporation 14,138 A

figueroa Plaza - Phase II 221 north figueroa Street Lewis Brisbois Bisgaard & Smith

160,415 A

Los Angeles World Trade Center

350 South figueroa Street uSC Hybrid High School 19,115 A

mellon Bank Center 400 South Hope Street The Bank of new york mellon Trust

54,411 A

One California Plaza 300 South Grand Avenue CIT Group Inc. 23,189 ATowers Watson 39,862 A

One Wilshire 624 S Grand Street musick Peeler & Garrett 106,132 BTactara 12,969 B

Pacmutual Building 523 West 6th Street nasty Gal 50,000 BPaul Hastings Tower 515 South flower Street Tucker Ellis & West LLP 27,230 A

Aetna 11,854 ACarlsmith Ball LLP 10,138 A

union Bank Plaza 445 South figueroa Street yoka & Smith LLP 16,804 AWells fargo Center, kPmG

355 South Grand Avenue richards, Watson & Gershon 44,630 A

SiGniFiCanT oFFiCE LEaSES oF 2012

16 ECOnOmIC DEVELOPmEnT

Building address Tenant Leased Square Feet

Building Class

617 W. 7th Street 617 West 7th Street Altoon Partners LLP 15,876 A801 Tower 801 South figueroa Street Seven7 Jeans 53,936 A

Chinatrust Bank uSA 38,354 A865 figueroa 865 South figueroa Street AEG Development 29,389 AAOn Center 707 Wilshire Boulevard morrison & foerster 77,290 A

State Bank of India 19,050 AAT&T Center 1150 South Olive Street uSC Stevens Center for

Innovations19,058 A

Bank of America Plaza 333 South Grand Avenue Wells fargo 290,000 Akirkland & Ellis LLP 91,633 AAlston & Bird LLP 80,671 ALos Angeles Tourism & Convention Board

25,618 A

Citigroup Center 444 S flower Street Citigroup 66,122 AAnderson, mcPharlin & Conners LLP

60,292 A

khorrami, LLP 94,100 AEquinox 35,500 ACitigroup 66,122 Amorgan Stanley 60,292 A

Ernst and young Plaza 725 S figueroa Street united States Secret Service 94,100 AJackson Lewis LLP 53,854 A

figueroa at Wilshire 601 S figueroa Street PricewaterhouseCoopers 135,863 ACushman & Wakefield 60,958 AE-Times Corporation 14,138 A

figueroa Plaza - Phase II 221 north figueroa Street Lewis Brisbois Bisgaard & Smith

160,415 A

Los Angeles World Trade Center

350 South figueroa Street uSC Hybrid High School 19,115 A

mellon Bank Center 400 South Hope Street The Bank of new york mellon Trust

54,411 A

One California Plaza 300 South Grand Avenue CIT Group Inc. 23,189 ATowers Watson 39,862 A

One Wilshire 624 S Grand Street musick Peeler & Garrett 106,132 BTactara 12,969 B

Pacmutual Building 523 West 6th Street nasty Gal 50,000 BPaul Hastings Tower 515 South flower Street Tucker Ellis & West LLP 27,230 A

Aetna 11,854 ACarlsmith Ball LLP 10,138 A

union Bank Plaza 445 South figueroa Street yoka & Smith LLP 16,804 AWells fargo Center, kPmG

355 South Grand Avenue richards, Watson & Gershon 44,630 Aincreased by 118.78% since 1997.

Commercial real estate property values have““

271 APEX | rent

APArTmEnTS

88 CHESTEr WILLIAmS | rent

APArTmEnTS

RESidEnTiaL maRKET ovERviEwIn 2012, five new residential properties opened in Downtown: Beacon Lofts, aPEx, The Brockman, The Jeffries, and Chester williams. At the end of 2012, we had over 5,200 residential units under construction in Downtown Los Angeles.

downTown RESidEnTiaL oCCuPanCY RaTE 19,950

number of units

142 number of

Projects92%Condo SaLES 2000-2012

uniTS nEw To maRKET

53 BEACOn LOfTS | sale

80 BrOCkmAn | rent

AP

ArTmEnTSCOnDOS

Increase due to bulk sale of ritz-Carlton residences**

2012 $373.78 16.7% 2011 $320.39 -2.8%2010 $329.58 -3.2%2009 $340.31 -28.4%2008 $475.49 -9.9%2007 $527.54 -5.6%2006 $559.09 20.9%2005 $462.51 18.8%2004 $389.29 41.3%2003 $275.59 25.4%2002 $219.78 14.8%2001 $191.44 13.5%2000 $168.61

2012 $430.55 33.0% 2011 $323.46 -4.5%2010 $338.54 -2.8%2009 $348.19 -28.3%2008 $485.86 -8.1%2007 $528.86 -5.3%2006 $558.66 6.2%2005 $525.82 19.4%2004 $440.42 38.3%2003 $318.36 41.2%2002 $225.48 13.6%2001 $198.50 13.7%2000 $174.56

2012 $781.74 86.8% 2011 $418.56 -7.3%2010 $451.62 -5.2%2009 $476.52 -2.9%2008 $490.52 -7.5%2007 $530.52 -8.0%2006 $576.47 4.1%2005 $553.95 19.8%2004 $462.50 40.8%2003 $328.46 23.4%2002 $266.18 26.2%2001 $210.93 20.6%2000 $174.931BR 2BR 3BR

** PRiCE PER SquaRE FooT

43 THE JEffrIES | rent

APArTmEnTS

88 CHESTEr WILLIAmS | rent

APArTmEnTS

2012 $781.74 86.8% 2011 $418.56 -7.3%2010 $451.62 -5.2%2009 $476.52 -2.9%2008 $490.52 -7.5%2007 $530.52 -8.0%2006 $576.47 4.1%2005 $553.95 19.8%2004 $462.50 40.8%2003 $328.46 23.4%2002 $266.18 26.2%2001 $210.93 20.6%2000 $174.93

RETaiL, RESTauRanTS, niGhTLiFE, and amEniTiES The DCBID continued to consult with hospitality users and neighborhood service retailers to help educate them about Downtown and identify potential locations. The momentum in Downtown’s restaurant and nightlife scene continues to grow. Almost every notable Los Angeles hospitality operator is interested in Downtown and our District in particular.

wE diRECTLY RECRuiTEd and/oR FaCiLiTaTEd ThE FoLLowinG dEaLS in 2012 7Th STREET RETaiL iniTiaTivE

In 2012, the Economic Development team traveled to Seattle, Portland, and new york City to recruit unique retailers to Downtown Los Angeles. We actively pursued and provided tours to a variety of interested restaurants, hotels, apparel boutiques, furniture stores, and many other retail businesses. While successful retail recruitment takes years to bear fruit, the ultimate goal is to populate 7th Street, from figueroa Street to Los Angeles Street, with one-of-a-kind retailers to complement the street’s numerous restaurants and bars. The DCBID recruited or facilitated the following 7th Street deals: CityTarget, Sport Chalet, mo-Chica, Coco Laurent, and Juicy Lucy.

• Brooks Brothers

• Equinox

• American Diabetes Association

• DTLA Vets

• Towne food & Drink

• mo-Chica

• Le ka

• Tender Greens

• Ham & Eggs Tavern

• Badmaash

• Dr. J’s Vibrant Cafe

• Juice Crafters

• Peddler’s Creamery

• The Parish

• Plan Check

• Bronzed Aussie

• SPin Standard

RETaiL maRKET ovERviEw

Photo by Nelson and Sixta

Downtown is a vibrant, 24/7“destination that continues to attract

residents, office workers, and tourists. “

REaChinG invESToRSBid invESTmEnT SERviCES onE SToP ShoP FoR maRKET inFoRmaTionThe DCBID is the hub of market research for Downtown Los Angeles. We compile a diverse library of data and statistics related to various markets including residential, retail, and office. Additionally, we produce custom reports and projects throughout the year. Our research department responded to over a thousand requests for market information from developers, real estate brokers, appraisers, bankers, students, and media in 2012. These efforts were instrumental in recruiting businesses and residents to Downtown LA.

downTown La dEmoGRaPhiC STudY 2013 In late 2012, we started preparing for the 2013 Downtown LA Demographic Study and created an extensive outreach plan targeting residents, employees, and visitors. This study will be the fourth study produced by the DCBID. These surveys are the most effective tools we have for recruiting preferred restaurants, retailers, and providers of goods and services to Downtown LA. Prior studies have played a key role in bringing CityTarget and Sport Chalet to Downtown.

LEaRn moRE aT downTownLa.Com/SuRvEY

10Th annuaL FaLL PRoGRam & TouR On Tuesday, november 13, nearly 300 professionals from the real estate, banking, development, retail, and hospitality sectors visited Downtown LA for the Annual fall Program and Tour.

The event was designed to boost confidence in the market and included panel discussions about major market sectors including:

• related Company’s Projects

• Commercial real Estate Lending

• Wilshire Grand Project

• residential and Investment Sales

• retail, restaurants, and Hospitality

• Office Market

following the panel, attendees visited six projects that highlighted the various market sectors including Grand Park, Pacmutual, aPEx, Soleto Trattoria and Pizza Bar, FiGat7th, and Gensler.

The day concluded with a gourmet buffet lunch by Patina Catering at the dorothy Chandler Pavilion and take-away market research packages. In a survey conducted after the tour, nearly 100% of respondents agreed that they left with a positive impression of Downtown. We continue to pursue leads generated from the tour.

22 ECOnOmIC DEVELOPmEnT

REaChinG invESToRSBid invESTmEnT SERviCES

invESToR & dEvELoPER ouTREaCh We assisted and toured numerous real estate investors, developers, and lenders of the following product types:

• Shopping Centers and retail

• residential Developers

• Hotel Brands

• Hotel Developers

• real Estate Investment Trusts (rEITs)

The Adaptive reuse Ordinance continues to pave the way for new businesses in Downtown LA. BLvd hospitality purchased the united artist Theater where a new aCE hotel will be opening.

CommERCiaL TEnanT RECRuiTmEnTIn 2012 we toured various commercial tenants including a large hospital facility, educational institutes and school programs, creative office users, non-profits, and cultural institutes.

ouTREaCh & TouRS We continued to participate and represent Downtown at the following conferences and events:

• International Council of Shopping Centers (ICSC) Western Division fall Conference

• urban Land Institute fall Conference

• International Downtown Association fall and Spring Conferences

In addition, over 1,200 people attended our twice-monthly Downtown Housing Tours and over 150 people attended our monthly Downtown Business Walking Tours. The tours were consistently booked throughout the year, proving that there is an increased interest in Downtown.

ECOnOmIC DEVELOPmEnT 23

community bbQ

DCBID hosted its annual“to acknowledge the law enforcement and

“public safetycommunity.

The following DCBID annual events helped build community in Downtown and served as a bridge between residents and the business community.

6Th annuaL downTown doG daY aFTERnoon aT ThE CaThEdRaL On the afternoon of July 11, 1,400 people and 900 dogs filled the 2.5-acre plaza at the Cathedral of our Lady of the angels for a community-building event celebrating Downtown dogs. This event attracted dogs of all breeds and their owners for mingling, music, pet-related vendor displays, and great food by Levy Restaurants.

5Th annuaL haLLowEEn PaRTY FoR downTown L.a. KidS On the evening of Wednesday, October 31, more than 1,400 children and their parents attended our fifth Annual Halloween Party at Grand hope Park at the Fashion institute of design & merchandising (Fidm). major attractions included a bouncy house, marionette theatre, arts and crafts tables, video game truck, jugglers, and trick-or-treat doors. Ralphs Fresh Fare generously donated hot dogs, candy, and other treats.

13Th annuaL PuBLiC SaFETY aPPRECiaTion BBq for the 13th consecutive year, the DCBID hosted its annual community BBQ to acknowledge the law enforcement and public safety community for their service in making Downtown LA a safe and vital community.

Senator Curren d. Price, 26th District, as well as Los angeles Fire department Chief Brian Cummings, and Los angeles County Sheriff Lee Baca were among the nearly 1,350 officers and civilians who attended the event at FiGat7th.

Guests enjoyed a BBQ lunch by morton’s The Steakhouse and California Pizza Kitchen, and received free emergency kits from Target. net proceeds in the amount of $5,000 went to the Los angeles Police department memorial Foundation, which provides care and support for over 11,000 LAPD employees and their families.

BuiLdinG CommuniTYBid EvEnTS

to acknowledge the law enforcement and

marketing

2012 was another successful year for the marketing department with the implementation of strategic programs that created awareness and drove traffic to Downtown businesses and events. With the constant goal of increasing the value of your properties, we promoted thousands of businesses, events, and programs on our website DowntownLA.com, the go-to resource for all who live, work, and play in Downtown. The site had over 1.8 million page views in 2012, an increase of 23% over 2011. We also increased our email newsletter distribution by more than 6,500 subscribers to 26,800. Our five marketing campaigns continued to help change the perception of Downtown LA and bring a renewed awareness to the area.

marketing

dCBid wEBSiTE DowntownLA.com has become the most comprehensive source for information on Downtown LA. In order to maximize the benefits of online marketing, the DCBID’s website was updated throughout the year with new content and user-friendly features.

2012 FEaTuRE addiTionS on downTownLa.Com • Integrated thumbnail maps

• feature additions to the online map

• Enhanced business detail pages with events, deals, and happy hour listings

• new promotions page that summarizes the free marketing opportunities we offer Downtown businesses

• Improvements to tour registration and office tower pages

• Created a profile on Pinterest

2012 PERFoRmanCE STaTiSTiCS • 1,872,801 page views (+23%)

• 458,473 unique visitors (+31%)

• 26,819 e-news subscribers (+32%)

maRKETinGEnGaGinG ConSumERS wiTh downTown

mArkETInG 27

SoCiaL mEdiaThe DCBID has regularly utilized facebook, Twitter, and foursquare to share messages about Downtown LA events and promotions. This year we created a Pinterest account and increased our facebook subscribers to 10,871 (+25%) and our Twitter followers to 9,068 (+44%).

wELComE maPS The DCBID printed 250,000 copies of an updated map highlighting Downtown LA attractions and points of interest. This map also featured a DASH Bus route map and information about the Smartphone App for iPhone, Android, and Windows phone platforms. The maps were distributed to Downtown businesses and transportation hubs and hotels in Los Angeles.

GEnERaL downTown La advERTiSinG General ads promoting Downtown LA were placed in the Los Angeles Downtown News, Where Magazine, and LA Canvas throughout the year.

mEdia CovERaGE In 2012, media coverage of DCBID events and initiatives resulted in more than 57 million impressions (a value of $1.36 million) from a number of regional and national outlets, an increase of 14% compared to last year. Highlights include news coverage on ABC 7 for Dog Day Afternoon and PBS SoCal Insider with rick reiff for real estate development in Downtown LA. Coverage of DCBID events and programs was included in the print editions of the Los Angeles Downtown News and The Tribune; online coverage included stories on blogdowntown and LATimes.com.

nEwSLETTERS quaRTERLY nEwSLETTER To keep our stakeholders informed, the DCBID published and mailed four quarterly newsletters to all property owners within the District.

monThLY EmaiL nEwSLETTER

The DCBID sends a monthly email newsletter highlighting new businesses, events, seasonal marketing campaigns, and exclusive specials. Our email list grew by 32% this year (20,260 to 26,819). In addition, we design and distribute a printed version of the email newsletter.

wEEKLY EmaiL nEwSLETTER In addition to the marketing team’s promotions of businesses within our District, the Economic Development team sent weekly email blasts to our constituents. This free service allows restaurants, businesses, and organizations to advertise their special events and promotions.

28 mArkETInG

advERTiSinG CamPaiGnS FivE waYS To FaLL in LovE in downTown La The DCBID highlighted five ways to celebrate Valentine’s Day in Downtown including romantic dining spots, best places to propose, weekend hotel packages, romantic gifts, and events for singles.

CAmPAIGn PrOmOTIOnS InCLuDED • Advertising with the Los Angeles Downtown

News

• A comprehensive Clear Channel campaign including radio spots, banner ads, and other online promotions

• Distribution of 10,000 postcards in Downtown LA, Pasadena, Studio City, Hollywood, and Santa monica

• Social media and public relations outreach

CAmPAIGn rESuLTS more than 17,400 landing page views on DowntownLA.com (+50%)

momS & mimoSaS: moThER’S daY in downTown La This campaign highlighted brunch and lunch in Downtown on mother’s Day, including creative specials from 11 restaurants.

CAmPAIGn PrOmOTIOnS InCLuDED

• Advertising with the Los Angeles Downtown News and Google AdWords

• Distribution of 10,000 postcards in and around Los Angeles

• Social media and public relations outreach

CAmPAIGn rESuLTS 6,000 landing page views on DowntownLA.com

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EndLESS SummER The DCBID ran its summer staycation campaign from June through Labor Day to attract visitors from Southern California to Downtown LA. Creative packages from nine Downtown Center hotels included a hotel stay, dining, and a cultural experience. The campaign offered exciting ways to discover Downtown LA.

CAmPAIGn PrOmOTIOnS InCLuDED • Advertising with CBS radio, kPCC,

blogdowntown, Los Angeles Downtown News, Los Angeles Times, LA Canvas and Google AdWords

• Inclusion in the monthly e-newsletter

• 40,000 postcards distributed throughout LA County

• Social media and public relations outreach

CAmPAIGn rESuLTS• Over 21,000 landing page views on

DowntownLA.com (+123%)

• 800 new e-newsletter subscribers

ThiS iS mY downTown DCBID’s new website, ThisIsMyDowntown.com, and ad campaign launched in the summer of 2012. The website showcases testimonial-based short films and blog posts by people who live, work, and play in Downtown LA. It reveals a vibrant Downtown brimming with culture and community.

CAmPAIGn PrOmOTIOnS InCLuDED • Advertising with kPCC, blogdowntown, Los

Angeles Downtown News, Los Angeles Magazine, Where Magazine and Google AdWords

• Street pole banners throughout Downtown in partnership with FiGat7th

• Inclusion in the monthly e-newsletter

• messages to facebook fans and Twitter followers

• Screening of the teaser video at Grand Park and Street Food Cinema events

• 40,000 postcards distributed throughout LA County

• Social media and public relations outreach

CAmPAIGn rESuLTS Since its launch, we have had nearly 16,000 visitors to ThisIsMyDowntownLA.com.

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downTown La hoLidaY FavoRiTES To attract visitors during the holiday season, the DCBID promoted the exciting events and programs in Downtown, while driving traffic to DowntownLA.com and increasing e-newsletter subscriptions. The campaign ran from late November through December.

CAmPAIGn PrOmOTIOnS InCLuDED • radio spots on three LA-area radio stations

(kOST, kPCC, and kCrW) for three weeks, driving listeners to weekly giveaway packages that featured hotel stays, dining gift certificates, event tickets, and more

• Advertising with Los Angeles Downtown News, facebook, Twitter, and Google AdWords

• media outreach

• Creation of a “Holidays in Downtown LA” video

• Distribution of 10,000 postcards

CAmPAIGn rESuLTS • Over 53,000 landing page views on

DowntownLA.com (+35%)

• nearly 1,000 new e-newsletter subscribers

downTown GuidESPRovidinG a waRm wELComEOnce new residents, office workers, and businesses arrive in Downtown LA, our friendly Guides are here to greet them. The team provides much needed customer service including distribution of Downtown materials, directions, answering general questions, creating welcome bags, and much more.

In 2012, we received numerous testimonials praising our team of friendly Guides. We continue to perfect their performance through quarterly training sessions and additional benchmarks.

The iPad program launched this year, allowing the Guides to digitally tally their activity and provide directions, menus, and additional information to visitors.

2012 downTown GuidES STaTiSTiCS

• 231,807 Welcome maps provided

• 2,127 Welcome Bags provided

• 3,300 businesses contacted

• 29,910 directions given

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oPERaTionS• To increase the “Purple Patrol’s” visibility

among Downtown stakeholders

• update and modernize equipment

• Provide additional “Ambassador first” customer service training

• Increase the effectiveness of BID A.C.T.I.O.N.

maRKETinG• Implement new marketing programs to drive

sales to District businesses

• update the look and content of our website

• Increase outreach to and representation of District businesses

• Increase outreach to residents and residential property owners in the District

EConomiC dEvELoPmEnT• Focus on reducing office vacancy rates

• Recruit specific projects including mixed-use developments, residential housing, services, schools, medical centers and facilities, cultural venues and retailers

• Continue to work with 7th Street property owners to recruit retail

• Continue to be the #1 source for Downtown LA market research

• Continue to connect with residents through our proprietary Downtown residential management Association (DrmA)

2013 GoaLSOur organization continues to play a vital leadership role in the resurgence of Downtown Los Angeles. Below is a summary of our key goals for 2013.

Photo by John C. Williams

financials

STATEmEnT Of ACTIVITy for the year Ending December 31, 2012

FinanCiaLS

financials

REvEnuESAssessment revenue $5,574,177

oThER inComE (ExPEnSE)Interest & Dividend Income

Total other incomeIncrease in net Assets

Total net assets

$ 1,097

1,09717,217

$1,055,408

ExPEnSESPublic Safety

maintenance

Community Service

Destination marketing

Economic Development

management and General

Total Expensesnet Income from Operations

$ 1,685,805

1,200,271

130,570

770,676

615,959

1,154,776

$5,558,057$16,120

maintenance 21.6%

Community Service 2.3%

Destination marketing 13.9%

Economic Development 11.1%

management and General 20.8%

Public Safety 30.3%

Investment Income 0.2% Assessment

revenues 99.8%

fInAnCIALS 35

$1,0

03,5

37

dCBid REvEnuES 2012-2011 (ComPaRiSon)

$1,1

54,7

76**

2011 2012

Assessment revenues

$1,7

00,1

76

Public Safety

$1,6

85,8

05

$1,1

87,6

56

maintenance

$1,2

00,2

71

$98,

828

Community Service

$130

,570

$904

,152

Destination marketing

$770

,676

$696

,932

Economic Development

$615

,959

management and General

Photo by Nelson and Sixta

Increase due to renewal and legal costs**

dCBid PRoGRam ExPEnSES 2012-2011 (ComPaRiSon)

$5,5

65,0

20

$5,5

74,1

77

ExECuTivE oFFiCERSkathy faulk – ChairpersonOmni Los Angeles Hotel at California Plaza

Patrick Spillane – Past ChairpersonIDS Real Estate Group

Sauli Danpour – TreasurerXyvest Holdings, Inc.

David Damus, Esq. – SecretarySystem Property Development Company, Inc.

Peklar Pilavjian – Executive Vice ChairL.A. United Investment Co.

Daniel B. Swartz – Executive Vice ChairQuadrangle Development Company

Carol E. Schatz – President & CEODowntown Center BID

BoaRd mEmBERSEric BenderDowntown Properties

Jim BonhamHines

Barbara BundyFIDM

marty CaverlyEVOQ Properties, Inc.

robert CushmanBrookfield Office Properties

frank frallicciardiForest City Development

robert HanasabHanasab Investments

Steven HathawayLos Angeles Athletic Club

Peggy morettiMPG Office Trust

Paul rutterThomas Properties Group

Cindy TroeshWatermarke Properties, Inc.

Adele yellinYellin Company

Peter ZenWestin Bonaventure Hotel & Suites

aLTERnaTivESJeffrey GriswoldSystem Property Development Company, Inc.

Julio Davila MMPI

matt nolanYellin Company

dCBid STaFFCarol E. Schatz* President & CEO

Hal Bastian* Executive Vice President & Director of Economic Development

Shawn Bratton* Executive Assistant to Carol Schatz

Jeff Chodorow* Director of Finance

ron Colcol Superintendent of Maintenance Services

Dalia Cuiriz* Staff Accountant

nina DeckerEconomic Development Associate

Randall K. Ely* Interim Chief Operating Officer

Angela PuchalaGraphic Design & Marketing Associate

Lauren mitchellDirector of Marketing & Communications

Lena mulhall*Executive Assistant

ken nakano Director of Operations

Troy SoumisEconomic Development Associate Research & Special Projects

Herman Pang* Director of I.T.

Jonna WinnickiEconomic Development & Marketing Assistant

John yanez* Assistant Controller

*Salaries allocated between Downtown Center Business Improvement District and Central City Association

Increase due to renewal and legal costs

BoaRd oF diRECToRS

dCBid PRoGRam ExPEnSES 2012-2011 (ComPaRiSon)

downtown Center Business improvement district

626 Wilshire Blvd., Suite 200Los Angeles, CA 90017P 213 624 2146 | f 213 624 0858 downtownla.com