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Downtown Merchants Fund 2020 <br />December 3, 2019 <br />Page 2 <br />On December 18, 2018, the City Council approved agreements with Downtown Inc. and Santa <br />Ana Business Council in the amount of $100,000 per organization, for the Merchants Fund in lieu <br />of the validation program. These agreements allow for automatic renewal of the terms on a yearly <br />basis upon City Council approval of budgets. <br />The proposed 2020 Merchants Fund Budgets in the amount of $100,000 per organization have <br />been submitted for City Council consideration (Exhibit 1 & 2). Upon City Council approval, this <br />funding will continue to support strong marketing efforts and will allow for successful year-round <br />administration of events for the Downtown as well as additional support during the OC Streetcar <br />construction. <br />In Fiscal Year 2018-19, the Merchants Fund complimented the Business Improvement District <br />funding and brought successful events and promotions that drew thousands of visitors to <br />Downtown Santa Ana. These events and promotions have had significant success through: <br />Monthly First Saturday Artwalk, Savor Santa Ana, Boca De Oro Literary Festival, Santa Ana <br />Media Summit, Santa Ana Sidewalk Sales, and the Downtown Santa Ana newsletter and <br />outreach. Additionally, the funds complement the Downtown Bridal Association, Restaurant <br />Association, Arts Association, and other downtown stakeholder meetings. <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 19-20. 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 20-21 budget. <br />APPROVED AS TO FUNDS AND ACCOUNTS: <br />Steven A. Mendoza Kathryn Downs, CPA <br />Executive Director Executive Director <br />Community Development Agency Finance and Management Services Agency <br />Exhibits: 1. Second Amendment Merchant Fund for Downtown Inc. 2020 <br />2. Second Amendment Merchant Fund for Santa Ana Business Council 2020 <br />25E-2 <br />