DOWNTOWN
BURBANK
PARTNERSHIP
2021 Accomplishments
& 2022 Looking Ahead
DRAFT
Attachment 2
Downtown Burban k Partnership / A nnual Report 3
TABLE OF
CONTENTS
Downtown Burbank Partnership / A nnual Report2
WELCOME 04
ABOUT 05
GOALS & BENEFITS 06
PUBLIC PRIVATE PARTNERSHIP 07
ANNUAL BUDGET 08
MANAGEMENT DISTRICT PLAN AND MAP 09
2021 ACCOMPLISHMENTS
CAPITAL IMPROVEMENTS & MAINTENANCE 10
HOLIDAY DÉCOR 1 1
MARKETING & EVENTS 12
SOCIAL MEDIA METRICS 13
EVENTS 14
ECONOMIC ENHANCEMENTS 15
LEASING ADVOCACY 2016
ECONOMIC INDICATORS 17
LOOKING AHEAD 2022
RECOVERY AND RESILIENCE 18
CAPITAL IMPROVEMENTS & MAINTENANCE 19
MARKETING & EVENTS 19
ECONOMIC ENHANCEMENTS 20
LEASING ADVOCACY AND BROKER MARKETING 21
INVESTMENTS IN DOWNTOWN BURBANK AND BEYOND 22
DIRECTORS, BOARD & STAFF 26
Downtown Burban k Partnership / A nnual Report 5Downtown Burbank Partnership / A nnual Report4 ABOUT
The Downtown Burbank Property Based Business
Improvement District (PBID), governed by the
non-profit organization known as the Downtown
Burbank Partnership, was formed in 2003 as part
of the City of Burbank’s efforts to revitalize Downtown Burbank. The PBID was renewed in 2018 for a new
10-year term beginning January 1, 2019. The goal is to
fund and manage projects and programs that enhance
the economic well-being of Downtown Burbank working
in collaboration with property owners and merchants
in the area to increase property values, consumer
visitation and spending.
WELCOME
DOWNTOWN BURBANK PROPERTY OWNERS,
The past two years have brought many challenges and opportunities to Downtown Burbank. Despite the ongoing impacts of the Pandemic, we are proud to report that Downtown Burbank has continued to grow and thrive welcoming several new businesses, the construction of mixed-use developments, and the return of event programming.
During the Pandemic, and now on the road to recovery, The Downtown Burbank Partnership Board worked tirelessly to advocate and support property owners and business with resources, information, and marketing efforts. The Downtown Burbank Partnership 2021 Year In Review and 2022 Looking ahead Marketing Report highlights the accomplishments for 2021 and plans for 2022. Highlights include:
• The addition of new dining furniture and umbrellas in the communal in-street dining parklets to continue to support restaurants during the recovery phase of the Pandemic by providing expanded outdoor dining areas; • Continued weekly maintenance including cleaning of high-traffic touch points and additional parklet clean-up services;
• Weekly ‘Music on the Boulevard’ performances to attract more visitors and enhance the ambiance in Downtown;
• Continued marketing campaigns promoting new restaurants/retailers, existing shopping and dining establishments, al-fresco dining, events, entertainment and hospitality options in Downtown; Continued dedicated social media campaign and newsletter campaign for visitors and businesses;
• Maintaining holiday décor throughout the district including: a 36' walk-thru tree, four medians in Zone 3 decorated with 4' and 6' gold stars, an LED star canopy on the AMC Walkway.
• Maintaining hospitality and social service outreach program through StreetPlus; and
• Attracting of new retailers and restaurants and maintaining a low vacancy rate including Milano Café & Deli, Cheebo Express, Sushi Stop, Artelice Patisserie, Papa’s Meat and Seafood, Finney’s Crafthouse, and the relocation of Unique Vintage, with additional tenants opening in 2022.
• The vacancy rate for Downtown Burbank in Fourth Quarter 2021 was 12.4% For the past 19 years, the PBID has invested more than $13.24 million into Downtown through capital improvements, maintenance, infrastructure, events, social services, marketing, advocacy, and leasing support. This funding mechanism and the benefits created would not be possible without the commitment and investment from the PBID.
Looking ahead, Downtown Burbank is excited to take on the challenges and opportunities of 2022 with renewed energy and advocacy efforts. On behalf of the Downtown Burbank Partnership Board, I want to extend our gratitude to everyone for their support and resiliency during this challenging year. We look forward to working together in 2022!
Sincerely,
Michael Cusumano, Board Chair
Downtown Burban k Partnership / A nnual Report 7Downtown Burbank Partnership / A nnual Report6
GOALS AND BE NEFITS
» GOALS
» Preserve and improve the aesthetics of Downtown through enhancements to infrastructure.
» Increase the frequency of power washing and maintenance. » Market Downtown as a destination and attract events to increase visitation and consumer spending.
» Enhance safety and provide hospitality and social outreach services through StreetPlus. » Maintain a low vacancy rate through leasing support, broker outreach, and advocacy. » Support businesses and streamline processes to help them recover from the pandemic. » Support the formation of a livable and walkable neighborhood. » BENEFITS
By creating a stable funding mechanism, the Partnership has provided 19 years of continuous investment in:
» Marketing and managing the PBID
» Attracting new tenants
» Supporting and advocating for businesses
» Investing in capital improvements
» Enhanced maintenance and safety
PUBLIC PRIVATE PARTNERSHIP
The PBID is governed by a non-profit organization known as the Downtown Burbank Partnership with Board members comprised of brokers and property and business owners in Downtown Burbank. The Downtown Burbank Partnership collaborates closely with Visit Burbank, the City’s destination marketing organization, and the City of Burbank’s Economic Development Division. Combined, the three organizations work to brand the City of Burbank and Downtown Burbank as a vibrant, dynamic urban neighborhood and a prime destination to visit and do business. This public/private partnership gives Burbank a competitive edge in increasing job diversity, attracting new businesses, and safeguarding existing ones.
Downtown Burban k Partnership / A nnual Report 9Downtown Burbank Partnership / A nnual Report8 Capital
Improvements &
Maintenance
Marketing &
Events
Contractual
Obligations*
Economic
Enhancements
Contingency
/ Reserve
Administration
$358,506$256,076
$71,701
$133,160
$20,486
$184,375
ANNUAL BUDGET
Downtown Bubrbank PBID's annual operating budget for 2021 was $1,024,304. *The City of Burbank is credited for costs related to collection and disbursement of assessments, City Attorney services, and operational costs for rent, telephone, supplies, postage, and other general office expenses.
Capital Improvements and Maintenance
District Wide Maintenance
Holiday Décor
Wayfinding Signage
Façade Improvement Program
Expanded WiFi
Marketing & Events
Comprehensive Marketing Program
Special Events
Economic Enhancements
Business Assistance Program
Homeless Assistance Program
Street Performer Management
Leasing Support
Administration
Administrative Costs
Contingency/Reserve
Contractual Obligations with City
Zone 1 Zone 2 Zone 3
A L AMED A AV E
B U RBANK B LV D
G LEN OA K S B LV D
Cypress Ave
San Jose Ave
N Third St
San Fernando Blvd
First St
1st St
Grinnell Dr
Tujunga Ave
Magnolia Blvd
Orange Grove Ave
Olive Ave
Angeleno Ave
Verdugo Ave
Santa Anita Ave
Providencia Ave
Cedar Ave
Elmwood Ave
Valencia Ave
Palm Ave
The PBID continues its investment in capital improvements, maintenance and infrastructure, event programming, marketing, advocacy, and leasing support.
Services provided to the district in 2022 are notated on the chart below.
MANAGEMENT DISTRICT
PLAN SERVICES AND MAP
Downtown Burbank Partnership / A nnual Report10
MAINTENANCE
Existing City of Burbank maintenance which includes once monthly power washing, is greatly enhanced by the PBID who invests in extra cleaning and maintenance programs like power washing of sidewalks and alleys three times a month, and sidewalk sweeping and trash pickup. These enhanced services would not be possible without the PBID.
40 Power Washes Per Year 52 Weeks of Maintenance
ENHANCED CLEANING
To help keep Downtown Burbank clean and safe for visitors, StreetPlus Ambassadors provided additional cleaning services and wipe downs for high touchpoint areas including traffic signals, street furniture, and communal dining areas.
GOAL: Increased cleaning of high touchpoint areas.
OUTDOOR DINING
PARKLETS
To assist businesses in providing expanded dining
options for guests, the PBID continues to work with
the City of Burbank to implement changes for outdoor
dining including: increased opportunities for in-street dining parklets, modified permits for expanded
sidewalk dining, and communal dining parklet areas
maintained by the PBID.
In December 2021, the PBID purchased and installed
new, upgraded outdoor dining furniture and umbrellas
to the communal areas providing guests opportunities
to enjoy take-out of quick service food and beverages
in the district.
Downtown Burban k Partnership / A nnual Report 11
2021 ACCOMPLISHMENTS
GOAL: Preserve and improve the aesthetics of Downtown through enhancements to capital Infrastructure.
CAPITAL IMPROVEMENTS
& MAINTENANCE
HOLIDAY DÉCOR
To help create ambiance and welcome guests to the area, the PBID created exciting holiday décor displays throughout the district.
GOAL: Create upgraded opportunities for enhanced outdoor dining.
Downtown Burbank Partnership / A nnual Report12 Downtown Burban k Partnership / A nnual Report 13
SOCIAL MEDIA
METRICS
FACEBOOK
» Followers: 22,376
» Total Impressions: 1,999,416
» Total Engagements: 61,306
INSTAGRAM
» Followers: 7,804
» Like Growth from 2021: 894
» Total Impressions: 750,114
» Total Engagements: 24,674
TWITTER
» Followers: 3,562
» Total Impressions: 115,527
» Total Engagements: 3,936
NEWSLETTER
» Subscribers: 611
» Average Open Rate: 27.3%
» Click-Thru Rate: 3.7%
GOAL: Create promotional opportunities to increase consumer visitation and spending for merchants through marketing and events.
DIGITAL AND PRINT ADVERTISING
Downtown Burbank's advertising campaigns utilize both digital and print platforms to target consumers seeking local shopping, dining, and entertainment options.
»
2021 Accomplishments
MARKETING & EVENTS
Downtown Burbank Partnership / A nnual Report14 Downtown Burban k Partnership / A nnual Report 15 GOAL: Focus on improving the desirability of the PBID and increasing sales, in an effort to boost occupancy and rental rates.
Music on the Blvd:
August 2021 - December 2021
A series acoustic and semi-acoustic outdoor performances to attract visitors and support outdoor dining and shopping in Downtown Burbank.
The Jackalope Indie Artisan Fair
December 11-12, 2021
Featuring more than 100 trend-setting
indie creators, thousands of art
lovers, and live entertainment.
2021 Accomplishments
EVENTS
» GOAL: Focus on improving the desirability of the PBID and increasing sales in an effort to boost occupancy and rental rates.
HOSPITALITY AND SOCIAL OUTREACH SERVICE PROGRAM
In March 2019, The PBID hired StreetPlus to provide hospitality and social service outreach services for Downtown Burbank. StreetPlus Ambassadors provide the following services:
» Identification and outreach to homeless individuals, providing resources and assistance as needed.
» Hospitality engagement with visitors and members of the public. » Daily check-ins and quarterly surveys with Downtown businesses. » Visibility, circulation, and monitoring of issues.
» Safety escorts for local employees.
» Weekly reports documenting all activities and interactions including those with street performers.
» Cleaning of high touch-point areas including: benches, trash bins, and communal parklet areas.
» Daily reporting of maintenance and landscaping issues including; burned out lights, abandoned items in the right of way, trash/debris, and damaged public infrastructure.
Provided 135 wellness
checks with homeless
community members
Resolved 35 trespassing
issues and 41 instances
of public intoxication
and drug use
Assisted with 2 homeless
encampments and 5
homeless individuals
blocking public sidewalks
Provided 22 mental health
checks to homeless
individuals requiring
special assistance
Handled 25 noise
complaints and
verbal disturbances
Made 483 social service
contacts for homeless
community members
Dealt with 14
instances of aggressive
panhandling
In total, 122 individuals have received housing, housing support, or transportation back to their families from Downtown Burbank since our program’s inception. *Figures above total reporting that took place from January 1, 2021 - December 31, 2021 The Hospitality and Social Outreach Program seeks to create a safe environment in Downtown to increase visitation, consumer spending, and property values while also addressing concerns from visitors, residents and businesses. In 2021*, the Hospitality and Social Outreach Program has:
2021 Accomplishments
ECONOMIC ENHANCEMENTS
»
Downtown Burbank Partnership / A nnual Report16 Downtown Burban k Partnership / A nnual Report 17
ECONOMIC INDICATORS
Downtown Burbank is a mixed-use urban neighborhood featuring more than 600 shops, restaurants and businesses. Situated in the heart of entertainment industry, the area is renowned for its dynamic street scene, outdoor dining, and pedestrian orientation. Below are the economic indicators representing Downtown Burbank.
Retail Vacancy
Rate Q4 2021
12.4%
Retail Rent
Per Sq. Ft. Q4 2021
$3.67
Office Vacancy
Rate Q4 2021
7.8%
Office Rent
Per Sq. Ft. Q4 2021
$3.17
The PBID works nonstop to re-energize the shopping and dining experience by anticipating vacancies and maintaining active dialogue with property owners, prospective tenants, and commercial real estate professionals.
» GOALS • Work to maintain a low vacancy rate via leasing support and advocacy.
• Work to support business retention and attraction via leasing advocacy and broker outreach.
Proactive outreach to regional
and national tenants to ensure
that property owners have the best
options available when considering
new leases for their spaces.
❙
Business concierge services to help
streamline the permitting process
for tenants and property owners.
❙
Meeting with local brokers and retail
executives at webinars and online
conventions.
❙
Marketing available properties in
national publications such Western
Real Estate Business, Shopping Center
Business, and Shopping Centers Today.
❙
2021 Accomplishments
LEASING ADVOCACY
NEW BUSINESSES IN 2021
Downtown Burbank Partnership / A nnual Report18 Downtown Burban k Partnership / A nnual Report 19
COORDINATED ACTION WITH THE ECONOMIC
DEVELOPMENT TEAM
To mitigate the ongoing impacts of the Pandemic and support the recovery process, the PBID in partnership with the City’s economic development team has focused its 2021/2022 efforts on implementing the strategies set forth in the City’s Economic Recovery Plan adopted by City Council in May 2020.
In 2021, the PBID implemented several of these strategies including:
» Removing barriers to entry and streamlining the entitlement process for businesses such as the removal of the Administrative Use Permit process for new restaurants and removing the Conditional Use Process for restaurants, breweries, distilleries and wineries wishing to sell alcohol offsite;
» Extending urgency ordinances for outdoor dining to allow restaurants to expand on sidewalks and private parking lots through December 31, 2022; » Extending outdoor dining parklets in Downtown through December 31, 2022; » The addition of 15- minute curbside/take-out pick up parking along San Fernando Boulevard to allow for convenient take-out parking for restaurants; » Conducting an in-person pop-up job fair on the AMC Walkway to assist businesses with staffing and hiring needs; and
» Encouraging restaurants in Downtown to join the City funded Chow Down Burbank marketing and promotional campaign.
As Downtown continues to recover from the Pandemic, the PBID will continue to work with the City to mitigate the negative effects of the Pandemic and ensure that Downtown remains a thriving entertainment destination with new retailers and restaurants, housing, enhanced capital improvements, hospitality and social outreach services, and a diverse mix of events and marketing.
RECOVERY AND RESILIENCE
Looking Ahead 2022
CAPITAL IMPROVEMENT
& MAINTENANCE
» GOAL: Preserve and improve the aesthetics of Downtown through enhancements to capital infrastructure including: maintenance and upkeep of outdoor parklets and new wayfinding signage.
MARKETING
AND EVENTS
» GOAL: Promote Downtown
Burbank as vibrant commercial
destination in an effort to increase
consumer visitation and spending
with focused promotional
marketing and dedicated broker
focused marketing.
Downtown Burbank Partnership / A nnual Report20 Downtown Burban k Partnership / A nnual Report 21 WHAT’S IN STORE FOR
2022
LEASING ADVOCACY
AND BROKER MARKETING
» GOAL: The PBID strives to anticipate vacancies by proactively reaching out to regional and national tenants. This includes marketing available properties, and maintaining regular interchange with property owners, prospective tenants, and commercial real estate professionals.
Programs include:
Looking Ahead 2022
ECONOMIC ENHANCEMENTS
» GOAL: Focus on improving the desirability of the PBID and increasing sales, in an effort to boost occupancy and rental rates.
Aggressive leasing and business
advocacy efforts to streamline
permitting processes and attract
new tenants.
Working with the City to better
manage and regulate parking in
Downtown
The creation of dedicated
broker focused marketing
materials and LinkedIn
outreach
Working with the City to modify
ordinances and permitting to
simplify procedures and timelines
for new and current businesses
Advocate to City and State
organizations for grant funding
and financing opportunities on
behalf of Downtown Burbank
Businesses.
Continuation of Hospitality
and Social Outreach
Services
via StreetPlus
Homeless
Assistance
Street Performer
Management
Downtown Burbank Partnership / A nnual Report22 23
INVESTMENTS IN DOWNTOWN
BURBANK AND BEYOND
» GOAL: Support the continued formation of a livable and walkable neighborhood with 18-hour amenities.
Downtown Burbank remains a top entertainment destination with new retailers and restaurants, enhanced capital improvements, and dedicated marketing and promotional efforts. The popularity of the area has spurred an increase in private investment with projects such as The Premiere at First, First Street Village, LaTerra Select Mixed-Use Development, and the AC Hotel. In addition to these approved projects, several new and exciting projects are in the pipeline, all working to create a livable and walkable neighborhood for residents, visitors, and employees.
HOTELS AND TOURISM PROJECTS:
▲ CAMBRIA HOTEL
2801 N. Hollywood Way
Expected Construction Date: TBD
A six-story hotel on a 69,696 square foot lot. The area of the proposed hotel is 80,183 square foot, and it will include 150 guest rooms, along with a ground level bar, fitness center, and meeting rooms. This project was
approved on February 11, 2021.
▲ AC HOTEL DOWNTOWN
550 North Third Street
Status: Under Review
Estimated Completion Date: TBD
A 6-story hotel with a restaurant.
▲ ALOFT AND RESIDENCE INN HOTEL
2500 N. Hollywood Way
Status: TBD
A proposed seven (7) story dual- brand hotel that
would be operated by Aloft Hotels and Residence
Inn. The hotel will consist of 420 hotel rooms – 219
hotel rooms operated by Aloft and 201 hotel rooms
operated by Residence Inn.
▲ AIRPORT REPLACEMENT TERMINAL
2627 N. Hollywood Way
Status: 2024 - Replacement Terminal opens.
Demolition of existing terminal completed within
12 months of replacement terminal operations.
A new 14-gate, 355,000-square-foot replacement
terminal to be built with up to 6,637 parking spaces.
▲ WARNER BROS.
SECOND CENTURY PROJECT
West Olive Avenue
Status: Under Construction
Estimated Completion Date: 2023
The 800,000 square foot office building complex
will consist of a seven-story building of approximately 355,000 square feet and a nine-story building of
approximately 445,000 square feet. In recognition
of Warner Bros.’ 100th anniversary in 2023, the design
and construction phases will be called the Second
Century Project.
Downtown Burban k Partnership / A nnual Report
Downtown Burbank Partnership / A nnual Report24 25
INVESTMENTS IN DOWNTOWN BURBANK
AND BEYOND
MIXED-USE DEVELOPMENT PROJECTS:.
MIXED-USE DEVELOPMENT PROJECTS:
▲ FIRST STREET VILLAGE DOWNTOWN
First Street and Magnolia Boulevard
Status: Under Construction
Estimated Completion: 2023
A mixed residential-commercial project in Downtown
Burbank at First Street between Magnolia Boulevard
and the alley southeast of Palm Avenue including 275
apartments and 18,876 square-feet of retail and
commercial space. The City Council approved this
project June 13, 2017.
▲ LATERRA SELECT DOWNTOWN
777 Front St (Zero Site)
Status: Approved by City Council 2019
Estimated Completion Date: 2023-2025
A mixed-use project with 573 residential (rental) units, a hotel with 307 rooms, and 1,067 sq. ft. of ground floor retail space on a vacant 7-acre site. The residential
portion is proposed to be an 8-story podium building
with one level of underground parking; hotel will be a
7-story building.
▲ AERO CROSSING MIXED USE PROJECT
2311 N. Hollywood Way
Status: Under Construction
Estimated Completion Date: TBD
This Project includes the construction of housing
units, commercial/retail space, as well as office space. ▲ 624-628 S. SAN FERNANDO BLVD.
DOWNTOWN
PROPOSED
624-628 S. San Fernando Boulevard
A four-story multifamily development with 42 residential units, ground floor retail and office space, and two
levels of subterranean parking. The project will provide affordable housing - 4 of the units with be available to Very Low-Income households and 1 of the units would
be available to a Low-Income household. The project
was approved by the Planning Board on August 24, 2020.
▲ AVION BURBANK
3001 N Hollywood Way
Adjacent to Hollywood Burbank Airport.
Status: Under Construction
Estimated Completion Dates: May 2021 - Creative
Industrial, Creative Office and Retail Complete. Mid
2022 - Hotel Complete. A business park on approximately 60 acres of vacant land adjacent to the Hollywood
Burbank Airport. Amenities Include 15,000 SF of Retail
and a 150-Room Hotel. The City Council approved this
project on April 16, 2019.
Downtown Burban k Partnership / A nnual Report
Downtown Burbank Partnership / A nnual Report26
DIRECTORS, BOARD
AND STAFF
CHAIR
Michael Cusumano, Cusumano Real Estate Group
VICE CHAIR
James O’Neil, Crown Realty & Development Inc.
TREASURER
Frank Gangi, Gangi Development
SECRETARY
Ted Slaught, The Village Walk
BOARD
Christine Deschaine, Kennedy Wilson
Michael DeLeon, Burbank Town Center
Patrick Prescott, Community Development Director,
Dominick Scarola, North End Pizzeria
Brett Warner, Lee and Associates
Judie Wilke, Assistant City Manager, City of Burbank
Parham Yedidsion, Evolution Strategic Partners, LLC
Barbara Holliday, Flappers Comedy Club, non-voting member STAFF
Simone McFarland, Assistant Community Development Director for Business and Economic Development, City of Burbank
Mary Hamzoian, Executive Director, Downtown Burbank Partnership & Economic Development Manager, City of Burbank
Marissa Minor, Operations Coordinator, Downtown Burbank Partnership & Economic Development Analyst, City of Burbank
Megan Anghel, Economic Development Analyst,
Downtown Burbank Partnership & City of Burbank
150 North Third Street, Burbank, California 91502
DTNBUR.com | [email protected] | 818-238-5180