Laserfiche WebLink
REQUEST FOR <br />COUNCIL ACTION <br />CITY COUNCIL MEETING DATE: <br />DECEMBER 3, 2019 <br />TITLE <br />APPROVE SECOND AMENDMENTS TO <br />2020 DOWNTOWN MERCHANTS FUND <br />OPERATING AGREEMENTS WITH <br />DOWNTOWN INC. AND SANTA ANA <br />BUSINESS COUNCIL ($100,000 PER <br />ORGANIZATION) <br />{STRATEGIC PLAN NO. 3, 4F} <br />/s/Kristine Ri <br />CITY MANAGER <br />CLERK OF COUNCIL USE ONLY: <br />APPROVED <br />❑ As Recommended <br />❑ As Amended <br />❑ Ordinance on 111 Reading <br />❑ Ordinance on 2" ° Reading <br />❑ Implementing Resolution <br />❑ Set Public Hearing For_ <br />CONTINUED TO <br />�1��►1�1�1:3q:7 <br />RECOMMENDED ACTION <br />1. Authorize the City Manager to execute the Second Amendment to the Downtown <br />Merchants Fund Operating Agreements for Downtown Inc. in the amount of $100,000 for <br />the period of January 1, 2020 through December 31, 2020, subject to non -substantive <br />changes approved by the City Manager and City Attorney. <br />2. Authorize the City Manager to execute the Second Amendment to the Downtown <br />Merchants Fund Operating Agreement with Santa Ana Business Council in the amount of <br />$100,000, for the period of January 1, 2020 through December 31, 2020, subject to non - <br />substantive changes approved by the City Manager 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 Merchants Validation 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 />25E-1 <br />