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First Amendment to the Downtown <br />Merchants Fund Operating Agreement <br />December 18, 2018 <br />Page 2 <br />The proposed 2019 Merchants Fund budgets of in the amount of $200,000 ($100,000 per <br />organization) have been submitted for City Council consideration (Exhibit 1). With approval, this <br />funding will continue to support marketing efforts and will allow for successful year-round <br />administration of events for the Downtown. This additional $100,000 per organization will <br />complement the existing funds each association receives from the City's Business Improvement <br />District (BID). <br />In FY 2017-18, the Merchants Fund enhanced the Business Improvement District funding and <br />brought successful events and promotions that drew thousands of visitors to Downtown Santa <br />Ana. These events and promotions included: First Saturday Artwalk, Savor Santa Ana, Boca De <br />Oro Literary Festival, Santa Ana Media Summit, Outdoor Cinema Series, Santa Ana Sidewalk <br />Sales (monthly), and the Downtown Santa Ana newsletter. Additionally, the Downtown Bridal <br />Association, Restaurant Association, Arts Association, and other downtown stakeholder meetings <br />also receive support. <br />STRATEGIC PLAN ALIGNMENT <br />Approval of this item allows the City to meet Goal #3 (Economic Development), Objective 4 <br />(Continue to pursue objectives that shape downtown Santa Ana into a thriving, culturally diverse, <br />shopping, dining, and entertainment destination), Strategy F (Partner with downtown business <br />and merchant associations to program events that showcase restaurants, shopping and <br />entertainment venues). <br />FISCAL IMPACT <br />Funds in the amount of $100,000 are available in the Downtown Enhancements and Parking <br />Modernization Plan account (no. 02710133-62300) for expenditure in FY 18-19. Funds in the <br />amount of $100,000 for the second half of the agreement term will be included and budgeted in <br />the FY 19-20 budget. <br />Steven . Mendoza <br />Executive Director <br />Community Development Agency <br />APPROVED AS TO FUNDS AND ACCOUNTS: <br />Kathryn Downs, CPA <br />Executive Director <br />Finance and Management Services Agency <br />Exhibits: 1. Proposed 2019 Merchants Fund Budget / <br />2. Downtown Inc. - First Amendment to the Downtown Merchants Fund <br />Operating Agreement <br />3. Downtown Inc. - Downtown Merchants Fund Operating Agreement <br />4. Santa Ana Business Council - First Amendment to the Downtown <br />Merchants Fund Operating Agreement <br />5. Santa Ana Business Council — Downtown Merchants Fund Operating Agreement <br />25Q-2 <br />