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<br />The Physical Enhancement category consists of capital improvements that <br />may include tree/landscape planting, additional street furniture, fixtures <br />and equipment, and other streetscape amenities the Board deems <br />appropriate. These amenities include light pole and skyline banners, <br />advertising and information kiosks, decorations, directories, and special <br />lighting. <br /> <br />These improvements will beautify and enhance the image of Downtown <br />Santa Ana and thereby increase pedestrian and vehicular traffic to the <br />District. This activity is designed to enhance the shopping experience <br />within the District boundaries. Because the Physical Enhancement <br />program will be provided only within the District, these improvements will <br />constitute “special benefits” to the assessed parcels. <br /> <br />5. Administration and Operations <br /> <br />Included in the Administration component are the costs for an Executive <br />Director, Marketing & Promotions Coordinator, office support staff, office <br />expenses, legal fees, accounting/bookkeeping fees, and Directors & <br />Officers and General Liability insurance. <br /> <br />This component is vital to the proper expenditure of assessment funds <br />and the administration of programs and activities which are intended to <br />promote business within the CMD boundaries through increased <br />commerce and the attraction and retention of new business. Because this <br />operating cost/administration program exists only for the purposes of the <br />District and will be provided only for matters occurring within the CMD <br />boundaries, this program constitutes a "special benefit" to the assessed <br />parcels. <br /> <br /> NOTE: Existing City services will be supplemented, not <br />supplanted or duplicated, by Management District services. <br /> <br />Each of these programs and activities work together to create a more <br />pleasing environment within the District that is conducive to strengthening <br />the economic vitality of this commercial center through the attraction and <br />retention of new business and increased commerce. The programs, <br />improvements, and services are designed to specifically benefit properties <br />within the CMD boundaries. The proposed CMD assessments will be <br />levied only on properties within the CMD boundaries. Assessment <br />revenues will be spent to deliver services that provide a direct and special <br />benefit to assessed parcels and to improve the economic vitality of these <br />properties. <br /> <br /> <br />8 <br /> <br />