Welcometo the

New Downtown Berkeley

The Promise of Downtown Susan Medak, Board President

Past, Present, Future John Caner, CEO

Big Splash & New Team Lance Gorée, Operations Mgr.

New Brand & Campaign Steven Donaldson, RadiantBrands

The New Downtown Mayor Tom Bates

UC Berkeley Downtown Dean Shankar Sastry

Where We Go From Here John Caner

Closing Susan Medak

Agenda

THE PROMISE OF

DOWNTOWN BERKELEY

Susan Medak

DBA Board President

The Promise of Downtown Berkeley

PAST, PRESENT, FUTURE

John Caner

DBA CEO

2009 DBA Board Initiates Planning Process

DBA Board Approves Strategic Plan

2010 DBA starts PBID Planning Process

DBA Board Approves PBID Management Plan

2011 DBA Initiates PBID Approval Process

June 28 – PBID Approved by 71%

2012 January: Start of Big Splash

April: Start of Full Operations

Three Years in the Making…

Strategic Plan Goals (2009)

• Clean/Attractive– Make downtown an attractive environment free of

litter, graffiti, and grime.

• Safe/Welcoming– Ensure downtown is a welcoming environment and

that residents & visitors feel safe and secure.

• Prosperous /Vibrant– Reduce ground floor vacancy rate to less than 7%– Market & promote lively, fun, dynamic Downtown

• Accessible– Auto, transit, bike, foot, disabled

District Boundaries

District Boundaries

PBID Annual Budget

Activity Annual Budget % of Total

Environmental Enhancements• Clean & Hospitality Program• Beautification

$ 750,000$ 100,000

70%

Economic Enhancements $ 200,000 17%

Management & Administration $ 157,500 13%

TOTAL $ 1,207,500 100%

Big Impact Up Front

Big Splash

(Jan – Mar ‘12)

Full Operations

(Apr ’12 - Dec ’16)

• Deep Cleaning

• Painting

• Landscaping

• Host Ambassadors

• Ongoing Cleaning, Painting, Landscaping

• New Hospitality Program

• Combined Cleaning & Hospitality Ambassadors

• New Marketing Campaign

April 3rd

Launch

THE BIG SPLASH & NEW TEAM

Lance Gorée

DBA Operations Mgr.

Deep Cleaning

• Power Washing

• Gum Removal

• Graffiti Removal

• Clean Fixtures

•

Graffiti Abatement

Painting

• Fire Hydrants

• Light Poles

• Mail Boxes

• Utility Boxes

• Benches

• Planter Tops

• Trash Bins

Landscaping

• Large Planters

• Medians Strips

• Tree Wells

• Hanging Baskets

•

More Landscaping

“Big Splash” Complete

TASK DONE TOTAL %Trash Removed (est. lbs.) 8,500

Power Washing (Linear Feet) 18,900 18,900 100%

Painted Fire Hydrants 71 71 100%

Painted Traffic Poles 232 232 100%

Painted Light Poles 194 194 100%

Painted Utility Boxes 34 34 100%

Painted Trash Bins 92 92 100%

Painted Postal Boxes 18 18 100%

Cleaned/Painted News Racks 92 92 100%

Tree Wells Weeded/Graded 307 307 100%

Hang Flower Baskets 180 180 100%

Hang Downtown Banners 88 88 100%

The New Team

The New Team

Cleaning Ambassadors

1. Jamie Bush

2. Nelson Chavarria

3. Kirk Jacob

4. Okoye Jones

5. Larry Kazuo

6. Mario McCarthy

7. Carlow Paz-Rivera

8. Robert Walker

Hospitality Ambassadors

1. Christopher Boss

2. Carmen Francois

3. Deryl Dewitt

4. Wayne Jones

5. Roberta Montoya

6. Seth Muhammad

7. Tijiri Winesberry

Operations Manager

1. Lance Gorée

Thanks to our Partners – City of Berkeley

• Office of City Manager

• Office of Economic Development

• Department of Public Works and Transportation

• Department of Parks, Recreation and Waterfront

• Finance Department

• Police Department

• City Clerk’s Office

• City Attorney’s Office

• Mayor Tom Bates

• Councilmember Jesse Arreguin

• Berkeley City Council

District Boundaries

Thanks to our Other Partners

• All Signs & Installations• Berkeley Chamber of Commerce• Block by Block• BOSS Clean City Program• Bay Area Rapid Transit (BART)• Instant Copy and Laser Printing• Radiant Brands• Shirley Watts Design & John Northmore Roberts & Assoc.• Swimming Aardvark• Telegraph Property & Business Improvement District• Options Recovery• University of California, Berkeley• Visit BerkeleyAnd all the property & business owners, and….

IT STARTS HERE CAMPAIGN

Steven Donaldson

Radiant Brands

Common Threads of Downtown

Galleries

Entertainment

Restaurants/foodGathering places

Culture/artsInternational

Trend seekingIdeas/education

Innovation/work

Shopping

SophisticatedNationally recognized

Urban

Emerging

Fun

Original

Common Threads of Downtown

New Families setting down roots

Established Residents & Suburban Visitors, no kids

Young Professionals, Cal Staff, Faculty, Grad Students, Entrepreneurs

International visitors

The Positioning Statement

Downtown Berkeley is a vibrant mix

of culture, arts, food and ideas–where

inspiration thrives, a rich urban

environment of innovation and

creativity. The small city with global

influence– it starts here.

The New Brand

March 22, 2012

Poster and window decals

Visit Berkeley Spread

Truck wrap

THE NEW DOWNTOWN

Mayor Tom Bates

The New Downtown Area Plan (DAP)

BART Plaza

The Arrpeggio

Acheson Commons

Berkeley City College

PG&E YMCA Teen Center

The 60 Boxes Program

Automated Parking Payment & Validation

UC BERKELEY DOWNTOWN

Dean Shankar Sastry

Downtown – Gateway to University

• Clean, welcoming, vibrant: important in attracting and retaining top talent– Faculty, staff, students, parents, alumni, guests

• Current home to number of UCB offices– University Relations, UCB Human Resources– Parking and Transportation, University Hall – UCB Extension, Osher Lifelong Learning Institute

• High profile new growth– R&D: Energy Biosciences Institute, Berkeley Skydeck– Arts: Magnes Collection, BAM/PFA

Energy Biosciences Institute (EBI)

Waiting for photo

The Berkeley Skydeck

The Magnes Collection

Berkeley Art Museum / Pacific Film Archive

WHERE DO WE GO FROM HERE

John Caner

Susan Medak

District Boundaries

Where Do We Go From Here

2012 2013 2014 2015 2016

Cleaning

Hospitality

Beautification

Mkting & Promo

Business Attract

Development

Help Create a Welcoming & Vibrant Downtown

• Clean / paint your façade, and/or planters

• Report problems to Ambassador Hotline: 550-7550

• Get to know your Ambassador staff

District Boundaries

Help Promote the New Downtown

Tell friends, family, colleagues

Put poster in your window, office, home

Tell us about your events so we can promote

Friend us on Facebook & follow us on Twitter

Work with us on Downtown story ideas

Put our logo with link on your website