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Imo:/:II:31iil DOWNTOWN SANTA ANA BUSINESS IMPROVEMENT DISTRICT 2021 ASSESSMENT REPORT Background On February 6, 1984, the City Council adopted Ordinance No. NS-1715 pursuant to Section 36500, et seq., of the 1979 State of California Streets and Highways Code, creating a Business Improvement District (BID) in Downtown Santa Ana. On October 6, 2003, the City Council appointed the Community Redevelopment and Housing Commission (CRHC) as the Downtown Santa Ana Business Improvement District Advisory Board. As the BID Advisory Board, the CRHC is responsible for making recommendations to the City Council on the expenditure of revenues derived from the levy of assessments, on the classification of businesses, as applicable, and on the method and basis of levying the assessments (including the annual budget). The BID was established as a means of providing the Downtown business community with the funding to promote the Downtown through events and advertising pieces; funding to increase security and enhance the overall aesthetics of the area; and also to maintain the downtown shopping corridors. Improvement Area Boundaries The geographic boundaries of the district remain unchanged from the original 1984 area, and they include over 500 retail, service, and professional members (see Exhibit 2). Assessment Formula The formula for the BID tax levy also remains unchanged from the original 1984 ordinance and is based on the category and/or sales volumes of the business (see Attachment A). 413141-Wrg0M1:JFTP Based on the feedback from the two Associations, Downtown Inc. and the Santa Ana Business Council, the 2021 BID Budget focuses on the continuation of promotions and marketing of the BID. Some of the promotion and marketing will be focused on Downtown events and advertising pieces, which are all designed to enhance the overall aesthetics of the area and also to maintain the downtown shopping corridors. Detailed breakdowns of the two groups' budgets are attached (Attachment B). The assessments from the 2021 BID are estimated at $200,000 to be split evenly by Downtown Inc. and the Santa Ana Business Council —the two business groups that have spearheaded this BID process. Any remaining funds from the previous year will be incorporated into a reserve fund for the groups' 2021 budgets. This reserve funding may be used for additional events and promotions throughout the year. In 2021, the two representative business associations are proposing to host several virtual events, some special events (pending COVID-19 regulations for special events), promotion of outdoor dining and retail sales, and general promotion and marketing of the Downtown, as well as some traditional annual events that will be safe for community members to attend, including: ANNUAL EVENTS • Boca de Oro (COVID Modified Mixed Event/Digital & Outdoor Screening Event) • Fashion Show (COVID Modified Digital Event) • Katrina Contest (COVID Modified Outdoor Event) • Soundwave Festival (COVID Modified Digital Event) • Plaza Navidenas (COVID Modified /Santa Ana P&R) • Tree Lighting Ceremony (COVID Modified / Santa Ana P&R) • Halloween Characters/ Trolley Engagement (COVID Modified) • Black Friday & Small Business Saturday (DTI & SABC Digital Modified Event) • Business Luncheon (DTI & SABC Digital Event In Progress) 12A-4