Downtown Hayward Improvement Association
Presentation to the City of Hayward City Council
Presented by Marco Li Mandri
Executive Director| New City America, Inc. March 17th, 2026 Attachment I
Brief Overview
➢ 11 Member Board of Directors
➢ FY26 Annual Budget: $806,411.70
(Assessment Income + Carry Forward)
➢ 230+ Parcels (Includes CoH & BART)
➢ Provides services to downtown property
owners above and beyond general
benefits, i.e., special benefits.
➢ Majority of district business and
operations is conducted through three
Advisory Committees.
The DHIA’s Three Advisory Committees
➢ Sidewalk Operations, Beautification & Order (SOBO) Committee:
• Oversees the District’s Clean & Safe Operations and Enhanced Landscaping Program ➢ District Identity & Streetscape Improvement (DISI) Committee:
• Oversees the District’s Marketing and Media Promotions, as well as its local Placemaking Projects and Special Events Support
➢ Land Use & Project Review Committee:
• Reviews the District’s Land Use and Mobility Issues, in addition to Reviewing New Development Projects and Capital Improvement Projects in Downtown Hayward.
Sidewalk Operations,
Beautification & Order
(SOBO) Committee
➢ Provides seven days-a-week
maintenance coverage of the downtown
area. In-house operation includes 7 FTE
➢ Provided regular steam cleaning
services districtwide year-round.
➢ Maintains 20+ hanging flower baskets
on B Street.
➢ Maintains 20 decorative planters
throughout the Downtown Hayward.
➢ Proactively maintains City
infrastructure and downtown amenities
for the benefit of the downtown
stakeholders and visitors.
District Identity & Streetscape
Improvement (DISI) Committee
➢ Partnered with the City of Hayward to install a new
placemaking project at the Hayward Cinemark
Century Theatre.
➢ Supported local events to activate downtown,
including the Chamber Street Parties, Juneteenth
Celebration, Taste of Hayward, Light Up the Season
and Kwanzaa Celebration.
➢ Implemented “Downtown Mural” 117 banners for
installation throughout the district
➢ DHIA contracts with Olive Public Relations to
promote the downtown district and its businesses
with dedicated PR & Social Media efforts.
➢ DHIA Instagram audience has grown to 13k (4k new
followers in last year), with a total of 1.9 million
views across all our combined content in 2025. The
DHIA leverages this audience to drive more interest
and investment in the downtown area.
Taste of Hayward – 2025
District Opportunities & Challenges
+ Great Momentum with New Eateries/Business Openings:
• Tang Jip, Obento, Teriyaki City Grill, Storybook, Concha Dreams, Rolla Cabin, Butter Pecan, Kora Pilates, MR Solutions, Signature Salon Suites, Con Azucar (coming soon), Poppy Bank (coming soon), 440 Gym Hayward (coming soon) + City-Owned Parking Lots to Leverage:
• City Owns 11 Municipal Lots in Downtown Core
– Long-Term Property Vacancies
• Gaps in continuous commercial activity on B Street/Foothill – Undeveloped/Underutilized Parcels in District
Coming in 2026!
Big Belly Decorating Contest
with Local Artists
Downtown Hayward
Street Eats Night Market
Taste of Hayward
Returns
New Downtown Furniture
& Infrastructure
Thank you!