Economic Development South Lake Avenue Property and Business

Economic Development South Lake Avenue Property and Business Improvement District City Council Meeting Item No. 13 May 15, 2017

South Lake Avenue PBID Boundaries Economic Development S MENTOR AVE S LAKE AVE S HUDSON AVE COLORADO BLVD CALIFORNIA BLVD 2

South Lake PBID Activities Economic Development • South Lake Avenue Association > Formed in 2007, Renewed in 2012 (2012 -2017) > Requesting 2 nd Renewal (2018 -2022) • Maintenance Services – manual cleaning and power washing of sidewalks/bus stop areas/trash bins, trash debris and litter pick up and removal of posters, signs and stickers on street furniture and poles. • Ambassador Program- Ambassadors provide directions, handout business directories, patrol for graffiti, crime, code violations and suspicious activities. • Promotions & Marketing - Includes newsletters, website and social media management, development of promotional materials, seasonal decorations, special events 3

Proposed SLA Budget Economic Development ACTIVITY 1. 0 Maintenance Services (includes amenities) Allocation % $161, 000 24% 2. 0 Ambassador Program $177, 700 27% 3. 0 Marketing/Promotions $173. 600 26% 4. 0 Administration/Operations $150, 336 23% TOTAL $662, 636 100% 4

Assessment Rates Economic Development Assessment Factor Lake Avenue Street Frontage Rate ($/LF) Land Area Rate ($/sq ft) Building Area Rate ($/sq ft) Residential (1 -4 units) Bldg Area Rate ($/sq ft bldg. ) All other Street Frontage Rate ($/LF) 5 Year 1 Rate $13. 14281 $0. 08481 $0. 07154 $0. 10700 $6. 57087

Renewal South Lake PBID Economic Development • Renewal of PBID is multi-step process > Prior to the petition phase the South Lake District Association drafted Management Plan outlining the goals, objectives, budget and assessment formula > Petition Phase – Property owners petitions greater than 50% of the total assessment to be levied has been achieved and a Public Hearing was held on March 20, 2017 and a Resolution of Intention to assess and hold an election to renew the PBID was adopted. > Ballot Phase – In accordance with the provisions of Government Code 53753 and Article XIID of the California Constitution, the City gave notice by mail to the record owner of each identified parcel in the proposed District of tonight’s public hearing. These notices were mailed on March 27, 2017. > As required by law, each notice included an assessment ballot and a summary of the procedures for the completion, return, and tabulation of the assessment ballot 6

Recommendation Economic Development • Find that adopting a resolution renewing the South Lake Avenue District Association Property and Business Improvement District is exempt from the California Environmental Quality Act (CEQA) per Section 15061(b)(3); and • Adopt a final Resolution “Renewing the South lake Avenue Property and Business Improvement District” • Authorize the City Manager to enter into the Baseline Services Agreement • Appoint the South Lake Business Association (acting by and through its Board of Directors) as the owners association for the purpose of making recommendations to the City Council on expenditures derived from the assessment, property classifications, as applicable, and on the method and basis of levying assessments 7

Fiscal Impact Economic Development • The City PBID assessment and General Benefit total cost of $78, 151 will be paid with parking revenues § The City assessment for the PBID is $48, 668 from the South Lake Parking Place District Fund. § The General Benefit cost ($29, 483 first year) and will be paid from the South Lake Parking Meter Operations Fund. 8

Economic Development 9

Baseline Services Economic Development ACTIVITY LEVEL OF SERVICE Police Services 1. Patrol Eleven officers, seven days a week, twenty-four hours per day, in the Midtown area, which includes South Lake. 2. Special Problems Unit Service of citywide unit as required. Maintenance Services 1. Lighting Lights changed on as needed basis. Necessary upkeep and maintenance of lighting. Preventative maintenance every nine months. 2. Graffiti Removal Two trucks, operated seven days a week on a citywide basis. Response to calls from Citizen Service Center number and police officers. Service provided at no charge to building owner. 3. Vacant Lots Maintenance Response to reports of owners not maintaining their property. 10

Economic Development ACTIVITY LEVEL OF SERVICE 4. Parking Off-Streets Lots Maintenance of two City-owned parking lots through private contractor. Trash, landscape and sweeping is completed weekly. Signage, lighting and equipment maintenance is completed as needed. 5. Parking On-Street Maintenance of parking spaces and meters, including repairing and painting meters. 6. Street Sweeping/Maintenance Machine sweeps once every two weeks on Friday, twenty-six times per year. Street maintenance, including repairing pot holes, laying asphalt patches and maintaining storm drains. 7. Trash dumping Street litter containers along Colorado Blvd at Lake Avenue and along S Lake Avenue from Colorado Blvd to California Blvd – six days per week, Monday through Saturday. 11

Economic Development ACTIVITY LEVEL OF SERVICE 8. Landscaping Maintenance of medians, street trees and tree wells as well as landscaping and maintenance of the Del Mar islands. 9. Landscaping-Tree Trimming Pruning of trees on four-year pruning schedule. Pruning of other species are at varying schedules from four to fifteen years. Trees to be maintained and groomed. 10. Landscaping – Tree Planting and removal of trees as necessary. Other Services 1. Business Recruitment and Retention Coordinated efforts with the District, retailers and property owners to develop, attract and retain retail tenants, investors, office tenants and customers. The goal of this shall be to (1) work to gain new tenants and customers throughout the SLA on and off Lake Avenue; (2) develop programs to educate and retain independent business, per annual budget allocation. 12

General Benefit Economic Development • Those services affecting property outside of the district, and of the general public who would not contribute to the cost of services • The Engineer’s Report determined that the General Benefit would equate to $29, 483 or about 5% of the total PBID Assessment Revenues • This cannot be paid for with assessments levied on parcels within the PBID and is recommended that the City pay the General Benefit as with Old Pasadena and Playhouse PBIDs 13