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REQUEST FOR <br />COUNCIL ACTION <br />CITY COUNCIL MEETING DATE: <br />18 , 2018 <br />TITLE: <br />APPROVE FIRST AMENDMENTS TO THE <br />DOWNTOWN MERCHANTS FUND OPERATING <br />AGREEMENTS WITH DOWNTOWN INC. AND <br />SANTA ANA BUSINESS COUNCIL <br />{STRATEGIC PLAN NO. 3,4F) <br />RECOMMENDED ACTION <br />CLERK OF COUNCIL USE ONLY: <br />APPROVED <br />❑ As Recommended <br />❑ As Amended <br />❑ Ordinance on 1sT Reading <br />❑ Ordinance on 2nd Reading <br />❑ Implementing Resolution <br />❑ Set Public Hearing For <br />CONTINUED TO <br />FILE NUMBER <br />Authorize the City Manager and the Clerk of the Council to execute First Amendments to the <br />Downtown Merchants Fund Operating Agreements with Downtown Inc. and Santa Ana Business <br />Council in the amount of $200,000 ($100,000 per organization), for the period of January 1, 2019 <br />through December 31, 2019, subject to non -substantive changes approved by the City Manager <br />and City Attorney. <br />DISCUSSION <br />On August 4, 2015, the City Council adopted the Downtown Enhancements and Parking <br />Modernization Plan to address the need to modernize parking structures, enhance public <br />amenities, and address deferred maintenance in the downtown. As part of the Plan, downtown <br />business associations and stakeholders agreed to an increase in parking rates and the <br />implementation of new smart meters in the downtown area with the understanding that increased <br />revenue from these new rates and smart meters would be reinvested back into the downtown. <br />As part of the Plan, it was proposed that a Downtown MerchantsNalidation Fund be created to <br />fund a validation program for participating business and merchants to reward their customers for <br />using the parking structures. Before implementation, both merchant groups and the City staff <br />determined that a validation program was not feasible due to the administrative burden of such a <br />program. It was recommended that the funds be used by Downtown Inc. and Santa Ana <br />Business Council for continued promotion and marketing of the downtown to complement the <br />annual Business Improvement District funds. <br />On December 5, 2017, the City Council approved agreements with Downtown Inc. and Santa <br />Ana Business Council in the amount of $200,000 ($100,000 per organization) for the 2018 <br />Downtown Merchants Fund (DMF) in lieu of the validation program. The intent of this agreement <br />is for both organizations to receive $100,000 from the DMF each calendar year that such funding <br />is approved by City Council. <br />25Q-1 <br />