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Downtown Business Improvement District 2014 Progress ReportPresented by:

Downtown Novato Business Association

City Staff–Cathy Capriola, Peggy Flynn

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DBID direction for 2014

Council Direction—October 2013

Approved funding for outside assessment of DBID

Approved hiring part-time Executive Director

In partnership with the City, the DNBA must demonstrate:

Improved outreach, dialogue and communication with members;

Increased transparency, administrative efficiency and effectiveness;

Develop a multi-year DBID budget and work plan;

Increased member involvement in the management of the DBID and efforts of the DNBA; and,

Update the current Memorandum of Understanding agreement between the DNBA and the City, for oversight of DBID.

3

Overall Assessment

Civitas Presentation

The Downtown Novato Business Association and the DBID have a long history.

There has been much success in that history. The BID and Association have, and can, play a valuable, vital role in the health and vitality of Downtown.

 In response to recent setbacks, the DNBA has taken steps to improve its operations and stakeholder relations. Although those efforts are still in the initial phase, they are recognized, and will continue to improve.

The DNBA is on the right track, and by continuing to strengthen its relationship with the City and through staffing, Board training, strengthening its administrative procedures, and strategically leveraging its funding, the DNBA can secure a successful future for Downtown Novato.

4

Making Progress on Council Direction

-New Board Appointed in January-New Marketing Committee

Increasing member involvement in the management of the BID and the DNBA

Re-established committees to address marketing & events, finance, strategic planning

Grew Board membership to reflect diverse interests in Downtown

Utilized member & Board expertise to achieve goals in work plan

Created a “block captain” program to do face-to-face visits with members

Increasing transparency and administrative efficiency and effectiveness

Improved financial processes and record keeping Monthly financials posted on web site

4th Quarter Activities Pending Integration of new ED

Develop a multi-year DBID budget and work plan Updating the current MOU between the DNBA and

the City

Presented by:Mark Dawson, President of DNBA, President at Giant Properties Inc.

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Increasing outreach, dialogue and communication with members

Presented by:Andy Podshadley, Vice PresidentWinemaker, Trek Winery

Expanded Audience

Comprehensive update of member e-mail addresses

Email Communication

Established e-newsletter and regular e-notifications

Traditional Communication

Started mailing Newsletter to communicate to membership

Website

All general meetings, board meetings, and committee meetings posted to online calendar for 2014

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Executive Director Recruiting Process

Presented by:Jodi Fischer, DNBA Board MemberBroker, PNC Mortgage

Advertised for Role

Collected

Resumes

Initial Screenin

g

Panel Intervie

ws

Candidate

Selected

Offer Extende

d

7

Developing Community Partnerships

Presented by:Randy Stemmer, DNBA SecretaryOwner, Marinmarket.com

DNBA

Chamber of Commerce

Novato Tourism

Committee

City of Novato

8

New Marketing Strategy

"Half the money I spend on advertising is wasted; the trouble is I don't know which half.“ -John Wanamaker [pioneered ½ and full page ads]

Advertising efforts were being driven by vendors

Inconsistent messagingUnfocused targeting

Lack of consistent success metricsPresented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop

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New Marketing Strategy

Started Over Developed New Marketing Plan

Who are we? Who are we trying to reach? How will we reach them? How will we measure success?

Strategic Consideration Uncertain budget

Result:Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop

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Annual Calendar of Monthly “Drumbeat” Events

Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop

Month Event(s)

January Tbd**

February Sweetheart Stroll*

March St Paddy’s Scavenger Hunt

April Spring Event (parade) *

May School Fuel Tour of Novato

June Festival of Art, Wine, & Music

July Fourth of July ParadeWounded Warrior Project Fundraiser*

August Nostalgia Days

September Outdoor Movie Nights**

October Safe Trick-or-TreatScream on the Green*

November Small Business SaturdayHoliday Shopping Season

December Tree LightingSnow Days

* new or modified event for 2014** new event 2015

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Facebook Marketing Results

Highlights

Reach ~170k individual people ~3 times each ~539k impressions

Engagement 113 page likes 144 reshares ~3k website referrals

Total Spend =

$2,547.81

Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop

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Events & Marketing to date for 2014

Presented by:Aaron Thompson, Board MemberCo-Founder at Bicycle Brüstop

“I never knew the street lights were up all year. It is so beautiful.”

“Things have sure changed since I was here last. I didn't know there were so many different stores.”

"We came down from Petaluma just for this. I brought the kids down for a delicious breakfast at Left Coast to start, and now we’re having a blast with the scavenger hunt. I had forgotten how cute it is down here…We're going to have to come down here more often!"

This was a really fun and unique event!

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Next Steps

Staff Recommendation

Direct staff to continue to work with the DNBA in their role as the BID Advisory Board, which will include an update of the memorandum of understanding.

Provide direction to staff regarding a proposal for City seed investment in the DBID as a 3-year project for a total of $150,000.

Approve the 2014 budget for the remaining year.

Return to Council with administrative guidelines for annual DBID renewal process