A N N U A L R E P O R T 2014 | 2015
This past year was one of accomplishment and celebration in Downtown Santa Monica,
beginning with a series of fun and informative activities for the community in recognition of the 25th anniversary
of the Third Street Promenade, one of the most successful public spaces in the world. It culminated with the expansion
of Downtown to include Lincoln Boulevard, and the passage of the Colorado Overlay Zone, which will provide the additional
cleaning and active management necessary to preserve the quality level of services people have become accustomed to in
Downtown once the Exposition Light Rail Line arrives in early 2016.
Downtown Santa Monica, Inc. (DTSM, Inc.) unveiled a new summer program, Picnic on the Promenade, where residents, Downtown
employees and visitors are encouraged to break bread and enjoy cool ocean breezes, abundant sunshine and our eclectic mix
of street performers. We experienced record-breaking numbers of skaters at ICE at Santa Monica and produced many festive
holiday happenings.
And that’s not all.
The Downtown Santa Monica, Inc. Board of Directors worked closely with City staff on the creation of the Downtown Specific Plan,
which will guide how land is used in our dynamic urban center; advised Big Blue Bus on realigning routes to better connect with
the incoming Expo Light Rail; and tackled challenging issues impacting Downtowns across the country.
We unveiled new map cases and directories, as well as our decorative pylon at
Wilshire Boulevard, all of which represent the first phase of an infrastructure pilot
program that will ensure the promenade remains vibrant for another 25 years.
We have continued to provide high-quality maintenance and hospitality
through our ambassador and marketing programs, helping to highlight all
that is wonderful about our Downtown, which is thriving both economically
and culturally.
The DTSM, Inc. family is excited about the present day and what the future
holds for Downtown Santa Monica and hopes you are too. Thank you for
your continued support and we look forward to another prosperous and
productive year.
TA B LE OF CONTENTS
ANNUAL REPORT
Organizational Management Visitor Experience Development
3-5
6-13
Character & Cultural Development
14-15
Community Advocacy
16-20
Economic Development
21-24
Governance25-26
STATE OF DOWNTOWN
Sincerely,
Trasnportation27
Residents28
Housing29
Kathleen Rawson
Patricia Hoffman
CEOBoard Chair
Economics30
Retail31
Employment32
Office33
Tourism34-35
Development Map
36-37
Safety38
2
DOWNTOWN SANTA MONICA, INC.
ORGANIZATIONAL MANAGEMENT
Maintain a strong, efficient, effective organization capable of making solid internal decisions
as well as formulating external advocacy in the best interest of Downtown Santa Monica.
Mission Statement
The mission of DTSM, Inc. is to work with the City of Santa Monica to promote
economic stability, growth and community life within Downtown Santa Monica through
responsible planning, development, management and coordination of programs,
projects and services designed to benefit the community as a whole, which includes
Downtown businesses, property owners, residents and visitors.
“Over the past decade, Downtown Santa Monica has evolved into a dynamic and vital hub of activity. It continues to be a major driver
of our local economy and attracts top tier companies that want to call Santa Monica home. Downtown is a sought-­after place to live
that offers world­-class amenities within walking distance, making life without a car a reality. The City of Santa Monica values Downtown
Santa Monica, Inc.’s ongoing stewardship of the area and their commitment to ensure that our Downtown is clean and welcoming to
all who live, work and visit. Their contributions help maintain Santa Monica’s status as one of the best beach cities in America.”
Downtown Zones
– Elaine Polachek, Interim City Manager
The Downtown Santa Monica Property-­Based Business Assessment District (PBAD) encompasses the core of the Downtown area
bounded by Wilshire Boulevard to the north, 7th Court to the east, the Santa Monica Freeway to the south and Ocean Avenue
to the west. The area is broken into three zones, with three different levels of service and benefit. Assessments vary depending in
which zone a property is located.
Parking Structure
P10
P9
Parking Structure
P
WILSHIRE BLVD
WILSHIRE BLVD
1
Bhaki
Yoga
P1
Parking Structure
UCLA
Family
Commons
P2
Parking Structure
ARIZONA AVENUE
P
P7
A FW
Y
COLORADO
MAIN ST
Tu
nn
el
Tunnel
S A N TA M O N I C
COLORADO
Parking
Structure
P8
Parking
Structure
P
1 Block To The
Pier & Beach
BROADWAY
SANTA MONICA PLACE
P
PIER
SEVENTH STREET
P5
BROADWAY
Zone 3: Downtown
ZONE 3
Parking Structure
P6
Parking Structure
Consists of 2nd and 4th Streets, including
public parking structures, Ocean Avenue
corridors and Santa Monica Place.
SIXTH STREET
SANTA MONICA BLVD
ZONE 1 ZONE 2
ZONE 2
FIFTH STREET
FOURTH STREET
P3
PROMENADE
SANTA MONICA BLVD
Zone 2: Bayside/Ocean
Includes the remainder of the Downtown
District generally east of 4th Street to
7th Court.
Parking Structure
THIRD STREET
Attendant on duty
SECOND STREET
P4
Parking Structure
Palisades Park
Encompasses Third Street Promenade
pedestrian mall, inclusive of the three
blocks fronting Third Street between
Wilshire Boulevard and Broadway.
OCEAN AVENUE
PACIFIC COAST HIGHWAY 1
Zone 1: Promenade
ARIZONA AVENUE
NORTH
ANNUAL REPORT 2014 | 2015
3
ORGANIZATIONAL MANAGEMENT
Financials
The following financial statements reflect DTSM, Inc.’s budget allocation and financial position that supported our programs.
STATEMENT OF ACTIVITIES FY 2014/2015
JUNE 30, 2015
JUNE 30, 2014
Assessment Revenues
$5,599,515
$5,255,708
Other Revenues
$1,389,252
$1,317,660
Total Revenues
$6,988,767
$6,573,368
Economic/Business
Development
$359,817
$359,544
Marketing/
Promotional/Branding
$2,090,062
Operations
STATEMENT OF FINANCIAL POSITION
FY 2014/2015
JUNE 30, 2015
JUNE 30, 2014
Cash/Cash Equivalents
$2,965,558
$2,399,650
Certificates of Deposit
$–
$–
Property/Equipment
$90,891
$158,385
Total Assets
$3,056,449
$2,558,035
$1,788,886
Liabilities
$350,940
$534,387
$190,081
$181,488
Total Net Assets
$2,705,509
$2,023,648
Ambassadors
$1,416,289
$1,466,305
Total Liabilities
& Net Assets
$3,056,449
$2,558,035
Maintenance
$1,429,794
$1,323,693
Management/General
$536,716
$528,068
Special Projects
$192,735
$155,952
Homeless Support/Programs
$103,309
$96,637
Dolphin Change Program
$20,934
$20,977
Total Expenses
$6,340,367
$5,921,550
Additional Revenue
A vital strategy in maintaining a vibrant and strong Downtown is
seeking out revenue generating programs that can support DTSM,
Inc. initiatives, aiding in their longevity and growth. ICE at Santa
Monica, the Parking Structure Advertising Program and sponsorships
are the primary sources of income that complement assessment
dollars and enhance annual operations.
ICE at Santa Monica Sponsor Wall
4
DOWNTOWN SANTA MONICA, INC.
Parking Garage Advertising Program
Civic Pride
DTSM, Inc. plays a significant role in shaping the future of Downtown Santa Monica and therefore it is imperative for its staff
to foster strong connections with the community to better understand its needs and wants. DTSM Inc. staff members are required
to volunteer with social service organizations and community groups such as the Police Activities League, the Buy Local Santa Monica
program and the Santa Monica Conservancy. DTSM Inc. also dedicates funding to help local organizations reach their goals and
sponsors community events that are free to the public.
Santa Monica Symphony Annual Sponsorship
Santa Monica Conservancy Walking Tour Brochure
PAL “Best Gift Ever” Wrap Party
Westside Hunger Coalition Success Breakfast Sponsorship
ANNUAL REPORT 2014 | 2015
5
VISITOR EXPERIENCE DEVELOPMENT
Position Downtown as a unique, exciting and broadly accessible
experience-based place, retaining substantial demand and high value.
Picnic on the Promenade
Sonic Submarine
Cinema on the Street
Downtown Events
A key component of DTSM, Inc.’s Operations Plan is to organize events and promotions that attract locals, customers and visitors to
Downtown, while reinforcing the District’s brand and authenticity. This year, DTSM, Inc. accomplished that with a variety of special
events designed to target and appeal to diverse Santa Monica audiences. They include an outdoor movie series dubbed Cinema on the
Street, an electronic music festival called Sonic Submarine, and Picnic on the Promenade, a series of informal picnics at the Promenade’s
Center Court complete with live music, classic board games and free periodicals for employees, residents and visitors. To help Downtown
merchants promote themselves, they are encouraged to provide free services or discounts and to engage with picnic-goers.
25th Anniversary
This past year was especially exciting and
memorable as DTSM, Inc. celebrated the Third
Street Promenade’s 25th Anniversary with a
series of community events, including a parade
featuring local high school cheerleaders and a
marching band, an ice cream social and outdoor
concert, plus an informative symposium on the
pedestrian mall’s history and role in revitalizing
a struggling Downtown.
25th Anniversary Ribbon Cutting with Mayor Pro Tem Terry O’Day
Former Mayor Denny Zane tells the story of Third Street
Promenade at the 25th Anniversary Symposium
6
DOWNTOWN SANTA MONICA, INC.
Santa Monica High School Marching Band parades down the Promenade for the
25th Anniversary Celebration
Winterlit
During the winter holiday season, DTSM, Inc. spreads good cheer with a series of free,
family-friendly events and festive decor. These events, promoted under the Winterlit
banner, include a holiday tree lighting and Santa parade, ornament decorating for
youngsters and nightly Menorah lighting ceremonies and snowfall. Each of these
events are geared to attract locals and create traditions for the community, as well
as drive sales to retail and restaurant locations in the District.
Tree Lighting in Santa Monica Place
Holiday Ornament Decorating
Third Street Promenade Santa Parade
ICE at Santa Monica
ICE at Santa Monica’s triumphant return in November 2014 solidified its reputation
as the place to stay cool during the holidays. In its 8th season, this community
gathering space was more popular than ever with record breaking numbers of skaters,
birthday parties and skate lessons. More skaters means more business for Downtown
Santa Monica. In a 2013 survey taken at ICE at Santa Monica, 87% of respondents
indicated that ICE was their primary reason for visiting Downtown. After skating they
said they planned to dine and/or shop in the area.
Menorah Lighting
Setting Records! 58,954 Skaters
ICE at Santa Monica Grand Opening Celebration
ANNUAL REPORT 2014 | 2015
7
VISITOR EXPERIENCE DEVELOPMENT
Maintenance
Downtown Santa Monica streets and alleyways require tender
loving care to keep their sheen. Maintenance teams sweep,
scrub and pressure wash millions of square feet of public streets
annually and remove thousands of pounds of trash and graffiti.
This improves the appearance of all public spaces, creating
a pleasant environment for residents, workers and visitors.
3X/DAY
• Clean and maintain structure restrooms
(including restocking hand towels and other supplies)
• Clean and maintain elevator interiors
• Empty structure trash cans and replace trash bags
• Walk structures removing loose trash and debris
WEEKLY
DAILY
• Mop structure stairwells, restrooms, landings and lobby areas
• Report non-functioning lights in structures, including elevators
• Spray and wipe down handrails in structure stairwells
• Spray and wipe signage and trash can surfaces
• Spray and wipe walls in structure restrooms, lobby areas,
stairwells and landings
CONTINUOUSLY
• Remove graffiti, flyers and handbills from structures
• Clean and deodorize trash can liners
8
DOWNTOWN SANTA MONICA, INC.
• Emergency maintenance issues, such as spill clean-ups,
are attended to immediately
Itemized Maintenance Reports
Records of all actions completed by Downtown Maintenance Ambassadors are documented and tracked for progress.
DEBRIS BY ZONE
TOTAL
Zone 1
89,400
Zone 2
70,081
Zone 3
36,500
STICKERS BY ZONE
TOTAL
Zone 1
643
Zone 2
760
Zone 3
391
GRAFFITI BY ZONE
TOTAL
Zone 1
197
Zone 2
802
Zone 3
243
Pressure Washing
DTSM alleys and streets are pressure washed on a regular basis and parking structures are cleaned, top to bottom, semi-annually.
In FY2014/15 DTSM, Inc. implemented a modified power washing schedule in recognition of the drought. It includes a deep hand
cleaning of each parking structure in place of one power washing. This cut the use of water by 30%.
MONTHLY
• Zone 1: Third Street Promenade, 2nd Ct. and 3rd Ct. alleys
• Parking Structures #1-#6, #9 and #10
(Main Areas: lobbies, elevator landings)
EVERY 2 MONTHS
PRESSURE
WASHED
2,125,258
square feet
of public street
REMOVED
96 Bulky Items
1,242 Incidents
of Graffiti
1,794 Flyers
and Stickers
• Zone 2: 2nd and 4th St., Ocean Ave.
(including all intersecting side streets and alleys)
ANNUALLY
• Parking Structures #1-#6, #9 and #10 (Full structure clean)
• Parking Structures #1-#6, #9 and #10 (Hand detail)
AS NEEDED
COLLECTED
19,060 pounds
of trash
555,235
VISITORS
used the public
restroom in Parking
Structure 4
• Downtown Hotspots (areas of need)
ANNUAL REPORT 2014 | 2015
9
VISITOR EXPERIENCE DEVELOPMENT
Hospitality
Downtown Santa Monica’s Hospitality Ambassadors are the eyes and ears of the District
and provide a welcoming smile, assisting guests and employees with a host of quality of
life issues, from finding a lost child, to navigating parking structures or taking pictures of
guests with the Downtown dinosaurs. Ambassadors are available 18 hours a day on foot
and on Segway to provide concierge services, keep sidewalks and public restrooms clean
and collaborate with the Santa Monica Police Department and social service agencies to
address quality of life issues.
2015 STAKEHOLDER
SURVEY RESULTS
Ambassador Services
35%
45%
15%
5%
Quality of Life Interactions
ISSUES
FY
2012/2013
FY
2013/2014
FY
2014/2015
Abandoned Items
153
183
365
Aggressive Panhandling
47
82
25
Filming Without a Permit
85
69
84
Public Disturbance
230
306
176
Sleeping in Public
467
449
415
Skateboarding
Bicycling/Skating
10,556
10,868
9,931
Smoking
18,472
10,859
10,071
Provide Directions
52.9%
41.2%
5.9%
0%
Hand Out Maps & Brochures
52.9%
41.2%
5.9%
0%
Visibility on Foot
10
In 2014/2015 Downtown Ambassadors offered many
helpful tips and referrals for businesses throughout the District.
45%
58,287
Pedestrian Assists
25%
41,712
Business Referrals
8,060
Restroom Directions
4,301
Shopping/Dining Tips
128
Vehicle Assists
6.7%
108
Arts and Entertainment Referrals
Very Good
DOWNTOWN SANTA MONICA, INC.
20%
10%
Visibility on Segway
26.7%
20%
46.7%
Good
Fair
Poor
Meet the Team
As a leading provider of security, cleaning and customer service personnel for Businesses Improvement Districts, Block By Block hires,
trains and manages DTSM, Inc.’s Hospitality and Maintenance Ambassadors.
Scott Crandall
Regional VP
Paulita Elliott
Operations Manager
Niki Svara, Assistant
Operations Manager
Vincent Green, Downtown
Community Liaison
Testimonial
“Downtown Santa Monica continues to thrive as a vibrant city center which serves as a focal point for residents, business owners, and
visitors. The Santa Monica Police Department is proud of its long-standing collaborative partnership with Downtown Santa Monica, Inc.
It is because of the strength of this ongoing relationship that our Downtown continues to be a safe and enjoyable destination.”
– Jacqueline A. Seabrooks, Chief, Santa Monica Police Department
Thank You Notes from Patrons:
From: Amber
Santa Monica, CA
From: John
Santa Monica, CA
From: Nik M.
London, United Kingdom
“My husband and I were out at dinner tonight
when it began pouring rain. We found
ourselves 2 blocks from our parking structure
with no umbrella, but your wonderfully kindhearted employee (who was on his lunch break
I might add) came to our rescue. He walked
us the entire way to the parking structure
under his umbrella while he stood in the rain,
all the while being as pleasant and friendly as
one could hope. We tried to offer him a tip as
gratitude for his selflessness, but he refused
and instead gave us the opportunity to reach
you. He absolutely made our evening and
we extend our dearest thanks to you for the
services you and your affiliates are doing for
“I had no idea that you guys were around,
and feeling utterly desperate and hopeless
in finding my lost driver’s license and
ATM card, I filed a report with one of the
Ambassadors on the Promenade and gave
them my phone number. Not expecting
anything, I received a call a couple hours
later from a friendly gentleman by the
name of Eric and heard the relieving phrase:
‘Yes, John, we have your license and ATM card.’
I was ecstatic and raced there as soon as
I could and met the friendly gentleman.
Thank you so much for saving me the
headache of having to go back to the DMV to
get a new license and cancel my ATM card!”
“My wife and I visited Santa Monica from
London, UK, in mid-April.
our city. Thank you for your time.”
During our stay, we were desperately looking for
somewhere to print tickets for the basketball
game, which we had purchased online. We
approached one of your ambassadors, Cory, to
see if he could advise where we could go to
print the tickets.
Cory was amazing!!
He very kindly took us back to his office,
where your colleagues very kindly printed
the tickets and made some recommendations
about how to get to the Lakers game, and
where to eat beforehand. I wanted to write
because Cory was the perfect ambassador for
Santa Monica, and we were very lucky to have
met him. I hope you will pass on our thanks he really added to our visit to Santa Monica
and we are very keen to come back!
You’re all welcome to stay in our house in
London, if you can cope with the weather!!”
ANNUAL REPORT 2014 | 2015
11
VISITOR EXPERIENCE DEVELOPMENT
Infrastructure Improvements
After 25 years, infrastructure on Third Street Promenade showed signs of aging. In 2012 the DTSM, Inc. board kicked off a pilot project
to update key components of the bustling pedestrian mall, including new directory and map cases; repainting the light poles, trash
cans and benches; and installing new landscaping and a drip irrigation system at the dinosaur fountains. This system, coupled with over
2,000 succulent plants is expected to save approximately 14,500 gallons of water per year. Finally, the pilot project features a decorative
wayfinding pylon to inform visitors of their location on the Promenade. The pylon also includes opportunities to communicate Downtown
information to pedestrians. The new elements have been concentrated at Third Street Promenade and Wilshire Boulevard to provide
visitors a real life depiction of what the future holds for the Promenade.
Updated District Map and Directory
Wilshire Pylon Backlit (SantaMonicaCentric.com)
12
DOWNTOWN SANTA MONICA, INC.
Downtown Information Backlit
Wilshire Pylon Backlit (History of the Promenade)
Wilshire Pylon and Map Case
Freshly Painted Benches and Trash Cans
Dinosaur Fountain Succulents
ANNUAL REPORT 2014 | 2015
13
CHARACTER & CULTURAL DEVELOPMENT
Protect and build upon the reputation of Downtown Santa Monica as an authentic,
diverse, culturally significant and forward-thinking urban district.
A consequential charge of DTSM, Inc. is to promote Downtown Santa Monica both locally and internationally, reinforcing the District’s
brand promise of a neighborhood that is welcoming to everyone. With that in mind, over the last year DTSM, Inc.’s Marketing and
Communications Department devised a comprehensive advertising campaign showcasing the area’s diversity, and its laid-back, yet
sophisticated beach vibe. Advertisements appear in local and regional publications and radio stations.
14
DOWNTOWN SANTA MONICA, INC.
FANS, FOLLOWERS AND CHECK-INS
Fans:
12,273
Page Likes:
12,579
FACEBOOK
Downtown Santa Monica
Followers:
9,132
TWITTER
DTSantaMonica
Followers:
1,534
INSTAGRAM
DTSantaMonica
DTSM, Inc. reinforces our brand campaign with an informative and fun website and blog, creative and engaging social media posts
highlighting local businesses and activities, as well as carefully crafted media tours highlighting the District’s award-winning
culinary scene, wide-ranging retail options and passion for living healthy lifestyles. DTSM, Inc. staff continually monitors media
coverage and engages with journalists to ensure an accurate presentation of the District.
DowntownSM.com is the primary information
source for residents, visitors, employees,
businesses and property owners.
Downtown Santa Monica’s biggest
fans visit SantaMonicaCentric.com to
enjoy lively blog reports on all District
happenings.
MEDIA IMPRESSIONS
Third Street Promenade: 130,128,106
Downtown Santa Monica: 282,301,311
Total Impressions: 412,429,417
ANNUAL REPORT 2014 | 2015
15
COMMUNITY ADVOCACY
Research and monitor the state of Downtown and proactively advocate
on issues of importance to the City and Downtown stakeholders.
Board and Committee Meetings
The board and committees of DTSM, Inc. focus on issues related to Downtown development, transportation, parking, and other policy
matters, with the ultimate goal of establishing a Downtown that is welcoming to everyone.
Staff prepares reports that include independent research and information from City staff for the board and committee meetings, allowing
members to have informed discussions on public policy so that members can better advise the City Council and City commissions.
Downtown Specific Plan
The City of Santa Monica is creating a new Downtown Specific Plan (DSP) - a planning document that will shape the future of land use
in the District. The DSP addresses the vision and principles, development design, circulation and mobility, and economic diversity proposed
in Downtown. This year, monthly meetings were held with the Executive Committee and the board, with a chapter-by-chapter review
of the draft DSP, and direct feedback given to the City. DTSM, Inc. staff will continue to work with City Planning on land-use, circulation,
and historic preservation, making sure these elements are adequately represented in the DSP.
16
DOWNTOWN SANTA MONICA, INC.
Expo Light Rail Preparations
The DTSM, Inc. board and staff worked extensively with City Planning to prepare Downtown for the incoming Expo Light Rail.
With ridership expected to reach 60,000 people a day at its peak, planning and forethought have gone into preparing Downtown
infrastructure to welcome its new visitors.
Communication is a key factor in the success of any development. In FY 2014/2015, DTSM, Inc. staff informed thousands of
Downtown stakeholders and visitors on construction plans for the Colorado Esplanade, street closures in conjunction with area
construction, and provided direct contact through the Ambassador program.
As a major access point into Downtown from passengers exiting the Expo Line, 4th Street is critical. To provide a welcoming
environment, DTSM, Inc. staff worked with City Planning on the 4th Street Lighting and Landscaping Project. Letters of support
for grant funding, as well as recommendations on preliminary design concepts, were provided to assist with development. Input
provided by staff ensured that elements used in the design are consistent with existing Downtown infrastructure.
Parking Structure #5 is a crucial location for providing services
to Expo passengers. DTSM, Inc. staff partnered with City staff to
redesign the structure’s ground floor and choose the design firm.
Input was provided on design specifications for build-out of the
structure, to provide appropriate amenities, including restrooms
and attractive storefronts.
Development around the station plays a key role in an Expo passenger’s experience
as they enter and leave the District. DTSM, Inc. staff engaged with City Planning on
development of the station site, taking into account first-last mile connectivity, and
provisions for multiple modes of transportation including shuttles and Transportation
Network Companies (TNCs, e.g. Uber, Lyft, Sidecar).
Big Blue Bus (BBB) continues to be an integral player in improving circulation in the
Downtown, particularly in conjunction with the Expo Line. DTSM, Inc. collaborated
with BBB to ensure optimum use of the Transit Oriented Development (TOD) site at
4th Street and Colorado Avenue. BBB’s revised routes will allow the best use of the
TOD site, the Expo station and the remainder of Downtown.
ANNUAL REPORT 2014 | 2015
17
COMMUNITY ADVOCACY
Colorado Avenue Overlay Zone and Lincoln Boulevard Expansion
With the arrival of Expo, DTSM, Inc. expects an increase in the number of visitors to Downtown and must prepare for their arrival. Part of
that effort is the creation of an overlay zone for Colorado Avenue to provide an enhanced level of services to the area. Lincoln Boulevard
properties would also become a part of Downtown Santa Monica’s Property-Based Assessment District (PBAD).
Staff conducted extensive outreach to the property owners in each area, advising them of services offered in the Overlay and in becoming
a part of the PBAD. Nearly 70 property owners were contacted, with petitions and ballots sent as part of the official voting process.
In FY 2014/2015, the Colorado Avenue Overlay Zone was enacted, and Lincoln Boulevard properties were added to the PBAD as their own
zone within the District. Services for both areas will begin in January 2016.
Budget Breakdown
18
DOWNTOWN SANTA MONICA, INC.
REVENUE SOURCE
BUDGET
Pre-Expansion Revenues
$6,504,332
Lincoln PBAD
$456,500
Maintenance
$133,833
Hospitality
$157,667
Capital Improvement
$110,000
Marketing
$55,000
Colorado Overlay
$357,500
Maintenance
$176,000
Hospitality
$181,500
Big Blue Bus Contract
$25,000
Total Operating Budget
$7,343,332
Traffic, Circulation and Parking
DTSM, Inc. continues to work with the City to implement policies and programs that will alleviate traffic congestion, facilitate
circulation, and encourage use of public transit options.
This year, City Planning re-introduced the Go With the Flow program, mandating “right-turn only” out of Downtown parking structures,
and “right-turn only” into the structures. The program is implemented during the weekends from Memorial Day to Labor Day and has
proven to be an effective method for improving vehicular and pedestrian circulation.
Bike share was introduced to the City and Downtown this year, with residents and
stakeholders choosing the name “Breeze” for the 500-bike program. Downtown will be
home to 16 bike share stations, allowing visitors, employees and residents to take a short
jaunt from place to place, for business or pleasure.
The City also introduced an employee trip reduction program this year — Go Green. Funded by a grant from Metro, all Downtown
employees were offered money in the form of gift cards when using public transit, biking, walking, or taking a carpool to work.
DTSM, Inc. helped promote the program, and staff used the program to change their own commuting patterns as well.
With the new shared economy, the use of valued curb space in the Downtown area became a major topic of conversation. DTSM, Inc.
board and staff provided input and feedback to City staff on curb space allocation plans and in addressing vehicles for hire (e.g. Uber,
Lyft, etc.). The board and staff encouraged Council to consider the following:
• Allocation of space to include options for a Downtown
circulator and consolidated valet program
• Minimization of taxi stands and private tour bus stops
• Consideration of shared uses for curb space, e.g. commercial
loading and unloading during morning hours and centralized
valet during evening hours
• Optimum use of the Transit Oriented Development site at the
Expo Light Rail Line terminus for shuttles and vehicles for hire
DTSM, Inc. board and staff look forward to continuing our work
with City Council and staff on improving circulation and parking
options in the Downtown in the near future - particularly as
Expo becomes an additional transportation option.
Santa Monica Breeze
ANNUAL REPORT 2014 | 2015
19
COMMUNITY ADVOCACY
Human Services
DTSM, Inc. maintains the vision and implements programs to make a positive impact on Downtown’s homeless. We partner with the City
and local agencies to end the effect of homelessness in the community.
Homeless Count
In January 2015 and in partnership with the City’s Human Services Division, DTSM, Inc. staff conducted a count of unsheltered homeless
individuals and families, including those in vehicles and encampments. Characteristics of homeless behavior have evolved, including more
nomadic behavior creating fewer boundaries for homeless migration between cities. Consequently, the numbers of homeless individuals in
the Downtown increased in 2015.
Unsheltered Individuals
2014
2015
% CHANGE
59
96
+63%
Dolphin Change Program
Since 1993, DTSM, Inc. has been responsible for the collection and
dissemination of money generated by the Dolphin Change Program.
This program has provided the Santa Monica community and visitors
with a means to give responsibly to established social service
organizations that help the homeless. This year, DTSM, Inc. awarded
$10,000 to the California Community Foundation, who in turn made
disbursements to those organizations. Since its inception, the grant
program has awarded a total of $235,000 to local service agencies.
Chrysalis
Chrysalis is a trusted partner with DTSM, Inc., helping
to accomplish the goal of reducing the impact of
homelessness in the Downtown. Through Chrysalis
Enterprises, participants in the program are able to build
their resumes and re-establish themselves in the workforce.
2014 Awardees — Westside Food Bank & CLARE Foundation
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DOWNTOWN SANTA MONICA, INC.
Chrysalis employs two teams of two workers to perform
custodial tasks throughout Downtown Santa Monica.
In addition to picking up large debris, cleaning up spills
and collecting trash, Chrysalis team members respond to
maintenance calls from Ambassadors. This transitional
program has proven to be successful, with many of the
Chrysalis workers moving on to full-time work.
ECONOMIC DEVELOPMENT
Partner with the City and Downtown stakeholders to maintain a balanced, diverse
economic environment and promote the prosperity of the community as a whole.
Property Owner Assistance
DTSM, Inc. continues to assist property owners within the PBAD, as well as those wishing to set up shop, to ensure their projects and
plans are consistent with City municipal code and Downtown’s development guidelines.
Conditional Use Permits (CUPs) and variances are reviewed by the appropriate DTSM, Inc. committee and the board to review proposed
uses and any potential impacts to existing Downtown businesses, circulation, or future Downtown plans. This year, DTSM, Inc. assisted
The Georgian Hotel, The Cheesecake Factory, ArcLight Cinemas, Laemmle Theaters and others in their CUP or variance applications.
Retail and Business Mix
DTSM, Inc. has continued to retain the services of York Consulting, providing updates, insights and consulting to help DTSM maintain
a thriving retail sector. The Downtown continues to boast a vibrant retail mix, with a variety of options for shoppers as well as a robust
selection of restaurants.
In FY 2014/2015, Downtown expanded its coffee shops and eateries to include Philz Coffee, Simply Salad, Steak and Shake,
The Independence Tavern, Aestus, and Santa Monica Yacht Club - to name a few.
Additionally, visitors can now shop at SIX:02, House of Hoops, Ron Robinson, It’Sugar and newly renovated Banana Republic, Clarks,
PacSun and Lululemon Athletica. Flagship locations of Chilli Beans and Nasty Gal - both on the Promenade - also opened
this year.
“Santa Monica’s Downtown is the economic and social heart of our city. It’s also the hub of the ‘Silicon Beach’ startup technology scene.
This is where creative young companies want to open their businesses, where visitors from around the world long to stay, and where
local Santa Monicans spend fun nights out on the town. The transformation of our Downtown into a world-class destination took strong
leadership, and we’re grateful to Downtown Santa Monica and our city leaders for their phenomenal work.”
— Laurel Rosen, President, Santa Monica Chamber of Commerce
ANNUAL REPORT 2014 | 2015
21
ECONOMIC DEVELOPMENT
Merchant Support
Downtown’s merchants play a critical role in the success of the District and contribute significantly to the area’s authenticity and vibrant
nature. In recognition of their role, DTSM, Inc. is constantly reaching out to our merchants to keep them informed, address any outstanding
issues and help them promote their goods and services locally and abroad. DTSM, Inc. holds quarterly merchant meetings, produces a
monthly memo and a quarterly publication known as The Beat, all of which are loaded with information on events, construction impacts,
City Council actions and initiatives, and DTSM, Inc. actions and advocacy.
DTSM, Inc. regularly updates its maps and directories so that visitors can easily find businesses they’re looking
for and each Downtown business is featured on DowntownSM.com and SantaMonicaCentric.com.
To promote Downtown merchants during the great recession, DTSM, Inc. partnered with the City to create the
Buy Local Program. As part of the program, every February the Buy Local Committee produces the Most Loved
contest in which residents, employees and others vote for their favorite local businesses. Those with the most
votes are rewarded and included in promotions to help further drive sales.
Of course these merchants wouldn’t be successful without their hard-working employees. As a reward for their
dedication, employees are able to take advantage of the Downtown Employee Rewards Program, a rich selection of discounts and special
offers available only to those who work in the neighborhood. DTSM, Inc. created the program, which is supported by our generous merchants.
“DTSM and Buy Local SM go hand-in-hand. DTSM helped to launch the Buy Local SM campaign, which is now one of the largest in the country
with over 800 active local businesses. This campaign helps support our local merchants and offers great amenities and services to our
residents and employees. DTSM is also a sponsor of the Most Loved SM contest, Tis the Season to Buy Local for the Holidays and other
fun programs throughout the year. Buying locally makes a difference. Purchases made at Santa Monica businesses last year raised over
$7.5 million for our local schools.”
— Jennifer Taylor, City of Santa Monica Economic Development Administrator
DTSM Merchant Meeting
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DOWNTOWN SANTA MONICA, INC.
Buy Local “Most Loved” Campaign
Data Resources and Information Sharing
Downtown Santa Monica, Inc. publishes annually its State of the Downtown. In the second year of its enhanced publication, this
document provides updated information and critical data on Downtown’s major touch points. The State of the Downtown reports
on trends in the Downtown, including population, housing, employment, transit and development.
DTSM, Inc. is positioned to become a data resource for the community, through primary and secondary research, providing valuable
data and information on industries in the Downtown, legislative policy research, economic impact studies, and sales tax generation
specific to Downtown retail.
The Beat is distributed quarterly to Downtown property owners and tenants, keeping stakeholders informed of events, City Council
actions and initiatives, construction impacts, and DTSM programs.
EMPLOYMENT
2013/2014 State of Downtown Report
TRANSIT
HOUSING
DEVELOPMENT
The Beat — Quarterly Newsletter
ANNUAL REPORT 2014 | 2015
23
ECONOMIC DEVELOPMENT
Springboard Pedestrian Counts
Downtown is host to many residents, employees, and visitors each day. This year, DTSM, Inc. implemented a pedestrian counter program
to gain an accurate assessment of activity in Downtown - specifically Third Street Promenade. Counters were placed along the Promenade
to provide an accurate count of visitors to the area. This information will be used to ensure an adequate number of Ambassadors are
available on the Promenade to assist visitors.
Mystery Shoppers
DTSM, Inc. has been working with a “mystery shopper” organization for several years to evaluate the overall effectiveness of the Ambassador
and Maintenance Programs and make improvements as needed. Shoppers, acting as guests, interact with Ambassadors and observe the
general environment on Third Street Promenade, in parking garages and the surrounding area. Results are reported back to DTSM, Inc. staff,
providing insight on every aspect of a customer’s experience.
MYSTERY SHOPPER
AVERAGE SCORE*
Hospitality Ambassadors
91.7%
Parking Garages
93.5%
Garage Maintenance Staff
92.0%
Downtown Walking Area
92.6%
Visitor Welcome Kiosk and Kiosk Ambassador
95.6%
Landscaped Areas
99.6%
*Scores based on a scale of 0-100%
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DOWNTOWN SANTA MONICA, INC.
GOVERNANCE
DTSM, Inc. is governed by a Board of Directors comprised of 13 community volunteers who represent a wide
array of Downtown stakeholders. The Board of Directors works in conjunction with DTSM, Inc. staff to meet the
organization’s objectives and provide superlative operations, maintenance, hospitality and marketing services.
Governance Selection Process:
• Board members are selected to terms of four (4) years
beginning July 1st of each year. Directors serve no more
than two (2) consecutive terms, unless they were appointed
to fill a premature vacancy. Directors shall be city residents
or people who are employed, own property or hold business
licenses in the City of Santa Monica.
• The Santa Monica City Council selects six (6) board members,
and Downtown property owners subject to the assessment
select six (6) through an open election process.
• The City Manager of the City of Santa Monica or his/her
designee serves as the 13th board member.
Board of Directors
Board Meetings
The following community stakeholders pictured below served as
Board and Committee Members for DTSM, Inc. during the 2014/2015 fiscal year.
Meetings are held the fourth Thursday of
each month at DTSM, Inc. headquarters,
1351 Third Street Promenade, Suite 201.
Agendas are posted on DowntownSM.com,
and the Santa Monica City Clerk’s website.
The clerk also maintains a list of all board
members that includes their address,
Patricia Hoffman
Board Chair, Resident
Rob Rader
Secretary/Treasure,
Ovation, LLC
Barbara Tenzer
Vice Chair, Tenzer
Commercial Brokerage
phone numbers, e-mails and the length
of their terms.
Committees
Executive
Chair: Patricia Hoffman
Members: Rader, Tenzer, Tucker,
Van Tilburg, Warfel
Meetings scheduled as needed
Bill Tucker
Vice Chair, Tucker
Investment Group, Inc.
Bruria Finkel
Resident
Juan Matute
UCLA
John Warfel
Vice Chair, Metropolitan
Pacific Capital, LLC
Julia Ladd
Santa Monica Place
Elaine Polachek
City Manager’s Office
Johannes Van Tilburg
Vice Chair, Van Tilburg,
Banvard & Soerberg, AIA
Sarah Letts
Community
Corp. of Santa Monica
Barry Snell
Accounting Firm
of Barry A. Snell
Audit and Finance
Chair: Rob Rader
Members: Snell, Tenzer, Zehm
Meetings scheduled quarterly
District Issues
Chair: Johannes Van Tilburg
Members: Finkel, Hoffman,
Ladd, Letts, Tenzer
Meets second Tuesday of the month
at 9:30am
Access, Circulation and Parking
Chair: Bruria Finkel
Members: Ladd, Matute, Polachek,
Warfel, Van Tilburg
Meets fourth Tuesday of the month
at 9:30am
Debra Zehm
Equity Office Properties
ANNUAL REPORT 2014 | 2015
25
GOVERNANCE
2014/2015 Staff
The effectiveness of an organization can be measured by its staff’s capabilities, experience and passion. Downtown Santa Monica, Inc.
recognizes the importance of maintaining a positive work environment that encourages collaboration and educational advancement.
DTSM, Inc. attends and hosts international and regional conferences that feature industry experts presenting the latest research on
Downtown management. In addition, a staff retreat is held each year to allow team members the opportunity to learn more about their
co-workers’ responsibilities and brainstorm ways to work together to enhance the organization.
Kathleen Rawson
Chief Executive Officer
Mackenzie Carter
Director of Marketing
& Operations
T.J. Harney
Finance Manager
Steven Welliver
Director of Policy
& Planning
Laura Borsecnik
Office Manager
Kevin Herrera
Sr. Communications
Manager
Stephen Bradford
Venue Manager
Tinamarie Conant
Facilities Manager
Cheryl Brier
Executive Assistant
Chris Brown
Operations Coordinator
International Downtown Association
Annual Conference - Ottawa, Canada
DTSM Staff at ICE at Santa Monica Grand Opening
California Downtown Association Conference,
hosted by Downtown Santa Monica, Inc.
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DOWNTOWN SANTA MONICA, INC.
Collette Hanna
External Affairs Manager
Thank you to our sponsor
Santa Monica Place
Winner of the prestigious VIVA “Best of the Best” Award for excellence in design and development by
the International Council of Shopping Centers, Santa Monica Place is known for its amazing stores,
breath­taking views, delicious food and a fresh, open air­design.
Santa Monica Place continues to enhance the vitality of Santa Monica’s world famous Downtown.
We are very pleased to be connected in every way to Santa Monica n
­ ot only as part of the iconic
and dynamic city streetscape, but as partners with essential organizations like Downtown Santa
Monica, Inc., which helps make our city a compelling and desired destination for visitors from all
over the world. We value the incredible energy of our unique setting and all that our neighbors
at Downtown Santa Monica and Third Street Promenade bring to this unparalleled city and its
engaging Downtown environment.
Our retail and dining offerings are designed to complement all that Santa Monica offers, with two
exciting department stores (Bloomingdale’s and Nordstrom) and an array of top t­ ier specialty retailers
ranging from Louis Vuitton, Tiffany & Co. and Burberry to Nike and kitson. Our sunny lower l­ evel Plaza
and Dining Deck embrace the beachside location. To further compliment the center’s contemporary,
luxury retailers and high­profile dining options, Santa Monica Place is expanding its retailer line­up
this fall with the opening of ArcLight Cinemas, Karen Millen, Starbucks and The Cheesecake Factory.
Earlier this year the shopping center welcomed Uniqlo, Diane Von Furstenberg’s DVF, SPANX and a
new flagship store for White House|Black Market. Santa Monica Place is the connection to the heart
of the city and is located two blocks from the beach and just steps from Third Street Promenade.
ANNUAL REPORT 2014 | 2015
39
Downtown Santa Monica, Inc.
1351 Third Street Promenade, Ste. 201
Santa Monica, CA 90401
www.DowntownSM.com
@DTSantaMonica
DTSantaMonica
DowntownSantaMonica