80A - PH - AMEND DOWNTOWN MGMT PLAN

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Introduction Offering a variety of services and amenities for visitors, businesses, and residents, Downtown Santa Ana is a quaint, historic, yet bustling area located in the heart of the Santa Ana, the county seat of Orange County. Downtown Santa Ana is home to a vibrant Latino shopping district, the Artists Village, major office centers, and financial institutions. Downtown is also home to federal, State, County, and municipal courts and administrative offices. A Community Management District (CMD) funds special services that address specific needs of commercial centers. These services may include special "Clean and Safe" programs like enhanced maintenance, landscaping, and security; vital Economic Revitalization programs intended to promote customer and investor confidence, such as business assistance and attraction, education and information, parking programs, and the like; and, of course, Marketing and Promotions programs and activities designed to increase awareness and sales. Marketing and Promotions programs can include special events, holiday celebrations, music and arts festivals, comprehensive advertising, branding, public outreach, and more. A CMD also facilitates coordination among various interests such as City departments, elected officials, community groups and business leaders to accomplish its goals. This strengthens relationships, increases cooperation, and integrates the various efforts to thoughtfully improve the district. A CMD will provide financial and administrative resources to partner with public and private organizations to bring back the vitality of this lively shopping district. In 1984, amerchant-based Business Improvement District was established in Downtown Santa Ana and continues today. Originally managed by the Downtown Santa Ana Business Association, in recent years program implementation responsibilities have been divided among different geographical and market sectors. In 2006, after a number years of economic struggle to revitalize Downtown Santa Ana, there developed an interest in establishing a Property and Business Improvement District (PBID). Property owners formed a proponent group and approached the City's Community Development Agency for assistance to engage a PBID advisor. The City of Santa Ana approved hiring a consultant to work with Downtown stakeholders in establishing a new district. Property owners, in partnership with local merchants and the City, worked together to launch a new effort to create a district. A Formation Committee was established to direct and advise on the creation of this Management Plan. In June 2008, the CMD Formation Committee requested that the City of Santa Ana amend the Municipal Code to enable the establishment of Community Management Districts. The City Council began the amendment process in July 2008. The formation of the Downtown Santa Ana Community Management District will serve to enhance the commercial district thereby increasing commerce and prosperity. I 3 80A-7