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ATTACHMENT 4 <br />31 Page <br />WS -A -71 <br />The City also has design and material standards for various <br />uses and zones. <br />The City's Citywide Design Guidelines, Chapter 8 refers <br />specifically to Downtown Development. <br />7. <br />Adopt the name Calle Cuatro Marketplace for the <br />Cities and municipalities do not generally assign <br />Downtown <br />neighborhood names, they are often organically assigned <br />and /or promoted via marketing and branding efforts. <br />Downtown merchants, residents and other stakeholders may <br />come together to brand and market the area. It may be <br />advantages to finalize this after development and approval <br />of the Economic Development Plan. <br />If the City were to pursue a Branding Study, after funds have <br />been identified, a consultant would need to be hired to <br />perform surveys of the community and involve all <br />stakeholders including residents, businesses, renters, <br />government entities, artists, etc. <br />8. <br />Support the following community - organized events <br />Fees associated with any special event are to cover <br />to further establish the distinctive Latino character <br />administrative cost and real costs for events. Public safety <br />of downtown Santa Ana and to promote health, <br />costs are usually the highest. As a basis of comparison the <br />wellness and culture by waiving the municipal <br />following is a list of events and Police Department overtime <br />charges and fees associated with public space <br />costs for 2014. <br />usage, including waivers of street closure fees, <br />security costs, and liability insurance requirements, <br />• Cinco de Mayo - $30,685 <br />and the permission of flyers, to support the <br />. Taste of Santa Ana - $810 <br />following events: <br />s OC Pride - $8,411 <br />• City 5K- $15,620 <br />• Fiestas Patrias /Parade - $36,246 <br />• SOMOS - $30,290 <br />• Noche de Altares - $8,026 <br />• Immaculate Heart Posada - $2,408 <br />Event costs not noted such as traffic control and additional <br />staffing are added to events as needed. Funding for these <br />fees would need to be identified in some other way if they <br />are to be waived. <br />Removal of liability insurance requirements would place <br />undue exposure to the City and the event organizers. Any <br />claim against the City would then be borne entirely with <br />public funds. <br />Given the volume of Downtown events, flyering would create <br />a disproportionate burden on our waste management and <br />clean -up services. Street closures are already at an all -time <br />high and have been the cause of complaints to local <br />businesses; a careful balance must be struck. <br />31 Page <br />WS -A -71 <br />