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2. Marketing and Promotions <br />This activity is intended to enhance the image of Downtown Santa Ana through sophisticated <br />marketing, advertising and branding of the Downtown. It will heighten the excitement and pleasure <br />of the customer and visitor experience by way of holiday celebrations, special events, festivals, <br />promotions and sales, art shows, live music, and similar customer attractions. This activity also <br />includes those types of supplemental activities such as newsletters, visitor guides, graphics arts <br />materials, business improvement workshops, and the like. <br />3. Downtown Ambassador Program <br />Uniformed customer assistance Ambassadors will provide a variety of business and customer support <br />services by assisting patrons and employees, supporting SAPD crime prevention efforts to reduce the <br />incidence of crime and nuisance activities, and productively addressing the challenges associated with <br />street populations. Deployment of Downtown Ambassadors can include highly visible foot, bicycle or <br />Segway patrols that will provide service during critical, high - impact periods. The deployment will be <br />when their services are most needed. Ambassador assignments can change as necessary. <br />The Downtown Ambassador Program will assist in creating a safe and secure environment throughout <br />the Downtown area and, hence, will enhance the economic revitalization. This activity is designed to <br />increase vehicular and pedestrian traffic within the modified District which will increase commerce <br />and help to attract new and retain existing businesses and patrons. This Ambassador Program will <br />be provided only within the modified CMD boundaries; therefore these services constitute "special <br />benefits" to the assessed parcels. <br />4. Physical Enhancement & Amenities <br />The Physical Enhancement category consists of capital improvements that may include <br />tree /landscape planting, additional street furniture, fixtures and equipment, and other streetscape <br />amenities the Board deems appropriate. These amenities include light pole and skyline banners, <br />advertising and information kiosks, decorations, directories, and special lighting. <br />These improvements will beautify and enhance the image of Downtown Santa Ana and thereby <br />increase pedestrian and vehicular traffic to the District. This activity is designed to enhance the <br />shopping experience within the modified District boundaries. Because the Physical Enhancement <br />program will be provided only within the modified District, these improvements will constitute <br />0 <br />