Managing the Future of Downtown Santa Monica Project Update

Managing the Future ofDowntown Santa Monica

Project Update


Project Update

Progressive Urban Management Associates, Inc.Kristin Lowell Inc.

December 2007


December 2007

ATTACHMENT 1.

Project OverviewProject Overview

• The best management and marketing approach for the multi-billion dollar real estate & community asset that is Downtown Santa Monica.

• A feasible plan that engages a diverse array of downtown participants and builds support for immediate implementation.

• The best management and marketing approach for the multi-billion dollar real estate & community asset that is Downtown Santa Monica.

• A feasible plan that engages a diverse array of downtown participants and builds support for immediate implementation.

Why Develop a New Management Approach Now?Why Develop a New Management Approach Now?

• New competition

• Ongoing concern with cleanliness, parking, infrastructure and street populations

• Create certainty & redefine city resources and commitment

• Opportunity to balance goals – real estate vs. community asset

• Refresh Bayside management model

• New competition

• Ongoing concern with cleanliness, parking, infrastructure and street populations

• Create certainty & redefine city resources and commitment

• Opportunity to balance goals – real estate vs. community asset

• Refresh Bayside management model

Results from Participant OutreachResults from Participant Outreach

200+ conversations, discussions & surveys…

• Beginning in the summer of 2006, meetings with property owners, businesses, city officials & elected leaders

• Roundtables & downtown community survey

• Consumer intercept & resident telephone surveys

• Plan concepts developed at Bayside meetings, endorsed by City Council in April 2007

• Working Group formed in the summer of 2007 to advance implementation

200+ conversations, discussions & surveys…

• Beginning in the summer of 2006, meetings with property owners, businesses, city officials & elected leaders

• Roundtables & downtown community survey

• Consumer intercept & resident telephone surveys

• Plan concepts developed at Bayside meetings, endorsed by City Council in April 2007

• Working Group formed in the summer of 2007 to advance implementation


Vision for Downtown Santa Monica

• Clean & safe

• Premier urban destination with energy & vibrancy

• Walkable

• More abundant parking

• Friendly, inviting, comfortable & welcoming

• Unique character & unique shopping experience

• The community’s “living room” – part of civic identity

Vision for Downtown Santa Monica

• Clean & safe

• Premier urban destination with energy & vibrancy

• Walkable

• More abundant parking

• Friendly, inviting, comfortable & welcoming

• Unique character & unique shopping experience

• The community’s “living room” – part of civic identity


Priorities for Improvement

• Improve & expand clean & hospitality services, including alley cleaning and ambassadors

• Reduce homeless and other street populations

• Upgrade parking infrastructure and increase supply

• Special projects to upgrade streetscape, keep downtown competitive

• Ensure that the downtown management organization is accountable to those who pay

Priorities for Improvement

• Improve & expand clean & hospitality services, including alley cleaning and ambassadors

• Reduce homeless and other street populations

• Upgrade parking infrastructure and increase supply

• Special projects to upgrade streetscape, keep downtown competitive

• Ensure that the downtown management organization is accountable to those who pay

Downtown Management FrameworkDowntown Management Framework

Objectives

• Improve and protect downtown Santa Monica, both as a premier real estate and community asset…

Excellence Efficiency Accountability Balance

Objectives

• Improve and protect downtown Santa Monica, both as a premier real estate and community asset…

Excellence Efficiency Accountability Balance


Clean and Friendly Initiative

• More sidewalk and public space cleaning

• Add equipment, personnel

• Add alley cleaning

• Add ambassadors

• Add restroom monitoring

Clean and Friendly Initiative

• More sidewalk and public space cleaning

• Add equipment, personnel

• Add alley cleaning

• Add ambassadors

• Add restroom monitoring


Parking Management & Development

• Implement the 2002 recommendations from the Downtown Parking Task Force

• Support current redevelopment agency efforts

• Explore use of additional parking revenue to reinvest in the parking system

Parking Management & Development

• Implement the 2002 recommendations from the Downtown Parking Task Force

• Support current redevelopment agency efforts

• Explore use of additional parking revenue to reinvest in the parking system


Marketing & Special Projects

• Homeless outreach

• Explore transportation alternatives

• Downtown urban design

• Marketing and promotions

• Create capacity for bonding in near future







Management Framework -- FinancingManagement Framework -- Financing

Recommendations to the City

• Bayside/City collaboration on maintenance through new accountability standards and services partnership

• Explore increasing amount of parking revenue reinvested in downtown parking

• Participate in future capital improvements & replacement

Recommendations to the City

• Bayside/City collaboration on maintenance through new accountability standards and services partnership

• Explore increasing amount of parking revenue reinvested in downtown parking

• Participate in future capital improvements & replacement

Management Framework -- FinancingManagement Framework -- FinancingRecommendations to Downtown

• Eliminate Downtown Business Assessment

• Replace with New Property-BasedAssessments throughLocal Legislation

Recommendations to Downtown

• Eliminate Downtown Business Assessment

• Replace with New Property-BasedAssessments throughLocal Legislation

Property-Based Assessment DistrictProperty-Based Assessment District

Progress through the Fall of 2007

• Working Group formed to develop plan – August 2007

• National contractor evaluates existing maintenance services, provides estimates for supplemental cleaning & new ambassadors

• City of Santa Monica identifies base level of service, creating new work plan to concentrate on core services

• Working group reviewing emerging work program, budget and assessment scenarios

• Open forums to review emerging concepts in November

Progress through the Fall of 2007

• Working Group formed to develop plan – August 2007

• National contractor evaluates existing maintenance services, provides estimates for supplemental cleaning & new ambassadors

• City of Santa Monica identifies base level of service, creating new work plan to concentrate on core services

• Working group reviewing emerging work program, budget and assessment scenarios

• Open forums to review emerging concepts in November

Property-Based Assessment DistrictProperty-Based Assessment DistrictMaintenance Program

• To create budget models, the City has evaluated re-deploying all downtown maintenance to the Promenade, parking structures and alleys.

• National contractor estimate for supplemental cleaning in remainder of downtown @ $1.3M annually

• Seven days a week, litter removal, machine sweeping, graffiti removal, landscaping, emergency cleaning, etc.

• All resources to be combined and jointly managed.

Maintenance Program

• To create budget models, the City has evaluated re-deploying all downtown maintenance to the Promenade, parking structures and alleys.

• National contractor estimate for supplemental cleaning in remainder of downtown @ $1.3M annually

• Seven days a week, litter removal, machine sweeping, graffiti removal, landscaping, emergency cleaning, etc.

• All resources to be combined and jointly managed.

Property-Based Assessment DistrictProperty-Based Assessment DistrictAmbassador Program

• National contractor estimate for ambassadors deployed on foot & bicycle throughout downtown @ $1.2M annually

• Seven days a week averaging15 hours per day

• Includes restroom attendants• New for downtown

Ambassador Program

• National contractor estimate for ambassadors deployed on foot & bicycle throughout downtown @ $1.2M annually

• Seven days a week averaging15 hours per day

• Includes restroom attendants• New for downtown














Draft PBAD BudgetDraft PBAD Budget

Enhanced Maintenance $ 1,289,000

Ambassador Program $ 1,228,000

Marketing Enhancements $ 500,000

Special Projects $ 350,000

Administration $ 336,700

$ 3,703,700


Assessment Methodology

• Different weighting between Promenade, remainder of Bayside and remainder of Downtown

• Acknowledges differences in values, frequency of services

• Promenade x4, Bayside x2, Downtown x1

• Adjusted rate for residential and exempt uses – pay for maintenance & ambassadors only

• Assessment applied to building or lot square footage, whichever is greater

Assessment Methodology

• Different weighting between Promenade, remainder of Bayside and remainder of Downtown

• Acknowledges differences in values, frequency of services

• Promenade x4, Bayside x2, Downtown x1

• Adjusted rate for residential and exempt uses – pay for maintenance & ambassadors only

• Assessment applied to building or lot square footage, whichever is greater

Draft PBAD Assessment EstimatesDraft PBAD Assessment Estimates

Annual Rates Building or Lot Sq. Ft.

Promenade $ 0.88

Remainder of Bayside $ 0.44

Remainder of Downtown $ 0.22

Res/Exempt: Bayside $ 0.32

Res/Exempt: Downtown $ 0.16

Estimated Assessment Example #1Estimated Assessment Example #1

1351 Third St Promenade

Lot: 7,500 sq.ft.

Building: 18,500 sq.ft.

18,500 x 0.88 = $ 16,280 per year

1351 Third St Promenade

Lot: 7,500 sq.ft.


18,500 x 0.88 = $ 16,280 per year


1299 Ocean Blvd

Lot: 32,000 sq.ft.


102,000 x 0.44 = $ 44,880 per year

1299 Ocean Blvd

Lot: 32,000 sq.ft.


102,000 x 0.44 = $ 44,880 per year


1533 4th Street

Lot: 7,500 sq.ft.


15,600 x 0.32 = $ 4,990 per year

1533 4th Street

Lot: 7,500 sq.ft.


15,600 x 0.32 = $ 4,990 per year


1415 Ocean Blvd.

Lot: 15,000 sq.ft.


50,000 x 0.44 = $ 22,000 per year

1415 Ocean Blvd.

Lot: 15,000 sq.ft.


50,000 x 0.44 = $ 22,000 per year

PBAD GovernancePBAD Governance

Bayside as the Governing Board (15 members)

• Develop budgets and assessments, oversight for day-to-day service delivery

• One-half City Council appointed (7 appointees)

• One-half Property-owner appointed (7 appointees)

• One City Manager or designee

• Mix of property owners, businesses, residents

• Geographic representation – Promenade, Bayside & Downtown

Bayside as the Governing Board (15 members)

• Develop budgets and assessments, oversight for day-to-day service delivery

• One-half City Council appointed (7 appointees)

• One-half Property-owner appointed (7 appointees)

• One City Manager or designee

• Mix of property owners, businesses, residents

• Geographic representation – Promenade, Bayside & Downtown

PBAD Next Steps…PBAD Next Steps…

• Working Group to guide refinement of plan concepts

• Develop formal PBAD Management Plan (early 2008)

• Working Group, Bayside endorsement of Plan

• Petition campaign to secure property owner support (spring 2008)

• City Council ordinance to create district (summer 2008)

• Mail ballot to approve assessments (summer 2008)

• PBAD begins new services (January 1, 2009)

• Working Group to guide refinement of plan concepts

• Develop formal PBAD Management Plan (early 2008)

• Working Group, Bayside endorsement of Plan

• Petition campaign to secure property owner support (spring 2008)

• City Council ordinance to create district (summer 2008)

• Mail ballot to approve assessments (summer 2008)

• PBAD begins new services (January 1, 2009)


Project Update


Project Update


December 2007


December 2007

Documents

Managing the Future of Downtown Santa Monica Project Update