Tuesday, September 10, 2024
BID Annual Reporting
The Business Development Division of the City of Oakland Economic and Workforce Development Department asks that you submit an Annual Report for the previous Calendar Year 2023 (CY23) - Jan 1, 2023 – Dec 31, 2023, and current
Calendar Year (CY24). The information you submit via the following Annual Report will serve to summarize your BID’s programs and impacts for CY23, provide transparency
regarding your organization’s sources and use of funds, and inform the City about updates to your Board and management team. The data you submit will also be used to generate aggregated information about the activities and impacts of our Business Improvement Districts in Oakland.
BID Name
Rockridge District Association
General Information & District Composition
Are you a Property-based BID or
Business-based BID?
Business-Based BID
Create your own automated PDFs with Jotform PDF Editor- It’s free 1 Exhibit A
Number of Full Time Equivalent paid staff members employed by your BID? (Including in- house and contracted) Please do not double-count staff members in multiple of the following categories.
Number of FTE
General/Admin Staff
.5
Cleaning Ambassadors/workers
.33
Public Safety Officers/Security
Ambassadors
.33
Hospitality/Business Outreach
Ambassadors
.33
Other Seasonal/Part-time staff
.5
Volunteers (not counting your board
members)
0 Notes about staffing numbers
We have two principal employees.
1. Chris Jackson who oversees security and streetscape issues. He counts himself as a safety ambassador and merchant/business owner ambassador. this also includes my interaction with the public.
2. Jody Colley works part-time/contract with our BID to provide marketing and administrative assistance.
3. We have a part-time accountant.
How many businesses in your BID? 504
Approximately how many residents in
your BID?
0 Approximately how many occupied
storefronts in your district?
240
Approximately how many vacant
storefronts in your district?
8 Cleaning
Does your BID provide any
supplemental cleaning services?(If
you are unsure which services qualify
as supplemental cleaning, check "yes"
to view the list.)
Yes
Is there a workforce development
component to the hiring and/or
training ofyour cleaning staff? (either
in-house or with a partner
organization)
No
Create your own automated PDFs with Jotform PDF Editor- It’s free 2 What types of work is done by your
cleaning staff? Sidewalk sweeping and clearing gutters
Graffiti removal - public property
Graffiti removal - private property
Street furniture and trashcan maintenance and
sanitization
Landscaping services and plant watering
Illegal dumping removal
Cleaning Outputs & Operations
Yearly Cleaning outputs for Calendar Year 2023 by your BID: (total per year, NOT per week or month)
Number per year
Number of incidents of graffiti removed
150
Number of bags of trash collected
520
Pounds of trash collected (if you measure
trash in pounds not bags)
0 Number of Incidents of illegal dumping
removed
40 Number of 311 requests made
300
Number of hours of pressure washing
0 Number of stickers/posters removed
60 Which usernames, emails do you
make 311 requests from? (please
specify as many as you can)
[email protected]
Number of days per week cleaning
services are provided (1-7 days/wk)
7 Number of hours per week of cleaning
services provided? (eg 40 hours, 120
hrs, etc)
30 Safety Services
Does your BID provide any
supplemental safety services?(If you
are unsure which services qualify as
supplemental safety/hospitality,
check "yes" to view the list.)
Yes
Create your own automated PDFs with Jotform PDF Editor- It’s free 3 Is there a workforce development
component to the hiring and/or
training of your safety staff? (either
in-house or with a partner
organization)
No
What types of work is done by your
safety staff? Monitoring security cameras
Crime prevention workshops
Street patrol/ambassadors Coordination with OPD
Safety Outputs & Operations
Yearly Safety outputs for Calendar Year 2023 by your BID: (total per year, NOT per week or month)
Number
Number of annual non-patrol hours
dedicated by BID administrative staff and
safety ambassadors/patrol to public safety
program in 2023
700
Number of annual patrol hours dedicated
by public safety officers/ safety
ambassadors hired by the BID to public
safety program in 2023
700
Number of merchant checks
700
Number of 911 calls made by the BID
0 Number of non-emergency calls made by
the BID
200
Number of security cameras installed by or
in coordination with the BID as of Dec. 31,
2023
10 Number of incidents for which camera
footage was provided to
OPD/merchants/insurance companies in
2023
5 Number of incidents for which camera
footage was provided to
OPD/merchants/insurance companies
prior to January 1, 2023 (if known)
0 Do you provide Safety patrol services
throughout the year or just during the
holidays/as needed?
Throughout the year
Regular schedule for Safety Patrol
services Day of the Week Start Time End Time
Monday
08:30 AM
06:00 PM
Tuesday
08:30 AM
06:00 PM
Create your own automated PDFs with Jotform PDF Editor- It’s free 4 Day of the Week Start Time End Time
Wednesday
08:30 AM
06:00 PM
Thursday
08:30 AM
06:00 PM
Friday
08:30 AM
06:00 PM
Saturday
08:30 AM
06:00 PM
Sunday
08:30 AM
06:00 PM
Estimated number of security
cameras to be installed by or in
coordination with the BID in the
District in 2024
0 Does your BID provide any
supplemental
streetscape/beautification services?
(If you are unsure which services
qualify as supplemental
streetscape/beautification, check
"yes" to view the list.)
Yes
What types of
streetscape/beautification work is
done by your BID? (including
contracted and in house work)
Install/maintain planters and/or hanging baskets
Maintain tree wells
Install / mantain banners on street/light poles
Install/maintain public plazas
Streetscape/Beautification Outputs & Operations
Streetscape/Beautification outputs for Calendar Year 2023 by your BID:
Number
Number of planters and/or hanging
baskets installed and maintained
1 Number of tree wells maintained
168
Number of banners on street/light poles
installed/mantained
65 Number of pedestrian-oriented lighting
elements (including stand-alone light
poles and lights on private buildings that
illuminate the public right of way) installed
0 Number of Big Belly trashcans Installed
and maintained
0 Number of public plazas
installed/maintained
0 Create your own automated PDFs with Jotform PDF Editor- It’s free 5 Number
Number of public art pieces
installed/maintained
0 Does your BID provide any
supplemental Marketing, Events and
Communications services?(If you are
unsure which services qualify as
supplemental marketing, events and
communications services, check "yes"
to view the list.)
Yes
What types of marketing and
communications work is done by your
BID? (including contracted and in
house work)
Print news advertising (e.g. EBX, East Bay times,)
Digital advertising (e.g. Oaklandside, Google, etc)
Social media advertising ( eg. promoted posts and/or
Facebook, Instagram ads campaigns, partnering with
influencers)
Social media posts (non-promoted) Direct mailings
Flyers & posters Email newsletters
Publish press releases
What types of Events and District
Promotions work is done by your BID?
(including contracted and in house
work)
Produce BID events
Sponsor/in-kind support to events produced by
businesses and non-BID entities in the District
Input (non-BID) events in District onto BID/Visit Oakland event calendar
What types of social media platforms
does your BID actively use? Facebook Instagram
For each of the following platforms you actively use, how many subscribers/followers do you have?
Number of
subscribers/follower
s as of Dec 31, 2023
Number of
posts/emails sent in
2023
Total Reach/opens
in 2023
Total
engagement/clicks
in 2023
Email Distribution
List
1855
81 58
1.2 Facebook
831
464
41600
2000
Instagram
2600
399
42503
64 Twitter
0 0
0 0
Tiktok
0 0
0 0
Create your own automated PDFs with Jotform PDF Editor- It’s free 6 Number of
subscribers/followe
rs as of Dec 31,
2023
Number of
posts/emails sent
in 2023
Total Reach/opens
in 2023
Total
engagement/clicks
in 2023
WhatsApp
0 0
0 0
YouTube
0 0
0 0
Average open rate for Emails in 2023:58
Events and District Promotions Outputs & Operations
Events and District Promotions outputs for Calendar Year 2023 by your BID:
Number
Number of events produced by the BID
4 Number of non-BID events in the District
sponsored by BID or in-kind support
provided by BID
6 Amount ($$) of Event sponsorship
provided in 2023
5000
Number of attendees to events produced
by or sponsored/supported by the BID
(best estimate):
14000
Business Support
Does your BID provide any
supplemental Business Support
services?(If you are unsure which
services qualify as supplemental
Business Support services, check
"yes" to view the list.)
Yes
What kinds of initiatives did your BID
implement to support existing
businesses in your district
Information Sessions on federal/state/city regulations or programs (e.g. )
Social Events (e.g. networking events, meet & greets,
sector meet-ups)
In-person Merchant outreach & contacts
Business Support Outputs & Operations
Business Support outputs for Calendar Year 2023 by your BID:
Number
Number of merchant contacts
1273
Create your own automated PDFs with Jotform PDF Editor- It’s free 7 Number
Number of business support events
coordinated by or supported by the BID for
your businesses in 2023
3 Annual total number of your business
attendees to business support events
coordinated by or supported by the BID
100
BID 2023 Accomplishments & Plans for 2024
Please list out the BID's top accomplishments from 2023, as well as note-worthy new projects, services and plans for 2024. This is your chance to brag about your BID's impact! List at least three, and up to ten for each year.
Top Accomplishments or New
programs/activities accomplished in
2023 (List at least three, and up to
ten)
Accomplishment/New activity description
Due to the cyber hack that occurred to the City of Oakland, and the delay in collecting and disbursing annual merchant Assessments, we had to reduce our spending for 2023
because we were not funded for half of the year.
However, we still produced several Rock-N-Stroll events, drawing visitors to the district for shopping, dining, and live music. Rock-N-Stroll is one full mile of sales, tastings, street musicians, artisan tables, and local artists. Unlike traditional street festivals, Rock-N-Stroll puts the spotlight on district businesses where all of the activities and offers take place.
We also partnered with our neighborhood business group, Rockridge Community Planning Council, and the Oakland
Public Library—Rockridge Branch to produce a Halloween
Parade that drew thousands to the district. We passed out over 400 trick-or-treat bags to kids, offered crafts by MOCHA, led a DJ Dance Party, librarian story time,
interactive music, and more. Plus, over 40 Rockridge
businesses passed out treats to the kids, offered free food, crafts, and other fun activities. Families, kids, and pets could participate in a costume contest for prizes.
Minor tree trimming and landscape improvement was
done.
We are proud of our supportive relationship with our
business owners and continue to be one of the larger tax revenue-producing districts in the city.
New programs/activities planned for
2024 calendar year that the BID didn't
do in 2023 (List at least three, and up
to ten)
New program/activity description
We Had 2 Merchant mixers that have involved over 35
merchants in a face-to-face networking event hosted in
various BID businesses.0
Create your own automated PDFs with Jotform PDF Editor- It’s free 8 New program/activity description
We involved – BID members in a Design Sprint, soliciting their opinions on what we might improve, what areas of our district we might better highlight, how we can work
together using each other’s strengths, how to encourage our nearby residents to shop and live in Rockridge, as well as how we might more effectively communicate our needs, hopes and goals.
We created a multi-channel WhatsApp account to help our merchants communicate with each other around specific
questions and concerns such as security, looking for local merchant help, marketing and promotion collaboration
opportunities, and sharing of local resources and tips. This allows our merchants to more effectively communicate
with each other directly, not having to go through the RDA staff to answer simple questions and collaborate on shared promotional ideas.
We've been able to bring the mayor, chief of police, director of DOT, and a representative from workforce development to meet with our Business owners. (9.23.24)
We produced a larger Rock-N-Stroll than our previous years which included 40 Rockridge businesses, 50 local artists, 22 local bands, and was extremely well attended by local residents and visitors. Of the merchants surveyed post- event, nearly every business said they saw significantly more foot traffic and sales that day. One business said it was their best sales day of the year. We were able to
produce the event with only $8000, and unlike typical street festivals which are relatively much more costly, our event model was on promoting and supporting Rockridge
merchants rather than out-of-district vendors.
We were able to complete the addition of decomposed
granite to our tree wells to help make for a safer and more pedestrian-friendly environment.
There were two mural trash containers added to the
Avenue and funding was provided by the neighborhood
group.
We continue to maintain a high Occupancy of our
storefronts. We are hovering somewhere in the 98%
percentile.
BID Financials
2023 Budget versus Actuals
Provide a line-item detailed budget versus actuals document of your BID expenses and revenues from the 2023 (already completed) calendar year, organized into the expense/revenue categories and percentages that were in approved in your management plan.
Upload your BID's 2023 line-item
detailed budget versus actuals
document here:
XLS
X RDA 2023 Financials for 202….xlsx
Create your own automated PDFs with Jotform PDF Editor- It’s free 9 Please provide the Surplus or Deficit amount from the previous calendar year of 2023 that was carried over into 2024. If there is a surplus, please describe your plans for how it will be spent (eg. Operational reserves, etc)
$7,555.52 was carried over into our reserves to cover any potential short-falls as we transition to a different fiscal year, and move from the penny-pinching uncertainty caused by the years of COVID & cyber- attack uncertainty into a more active stance as a BID to market, protect and care for our district. 2025 Budget
Provide a line-item detailed budget of projected expenses and revenues for the next calendar year, organized into the expense/revenue categories and percentages that were in approved in your management plan. The budget you provide should be approved by your Board of Directors upon time of submission. If not, please note the budget as draft and alert City staff to determine next steps.
Upload your BID's 2025 line-item
detailed budget document here, as
approved by your BID's Board of
Directors:
XLS
X RDA 2025 Proposed Budget ….xlsx
For the 2025 Calendar Year, please
provide the estimated amounts and
sources of any contributions to be
made from sources other than BID
assessments to be levied. Eg.
donations, grant funding, etc.
Estimated Amount ($) Source of Contribution
10000
Donations
Will the BID be requesting an annual
assessment rate increase for the
upcoming calendar year of 2025?
No
What is the projected total
assessment amount to be billed in
this upcoming calendar year of 2025?
186000
Will the BID be proposing changes to
the boundaries of the district, the
basis and method of levying the
assessment, and/or any changes in
the classification of businesses for
Calendar Year 2025?
No changes proposed
Board of Directors Roster 2023/2024
(list all directors that served anytime
during 2023 or 2024 Name Affiliation
Type
Name of
Affiliated
Business/
Org
Title Status
Monte S
McClain
Communi
ty
Member/
Rep
College
Avenue
Presbyter
ian
Church
President
Current
Matt
Zimbalist
Business
Owner/R
ep
Re-Up
VP
Current
Create your own automated PDFs with Jotform PDF Editor- It’s free 10 Name Affiliation
Type
Name of
Affiliated
Business/
Org
Title Status
Robin
Pennell
Business
Owner/R
ep
Jarvis
Architect
s
Treasurer
Current
Veronica
Bhonsle
Business
Owner/R
ep
VERO
Director
Current
Katy
Winter
Business
Owner/R
ep
Vita
Director
Current
Devan
Gregori
Business
Owner/R
ep
Devan
Gregori
Director
Current
Christine
Garofoli
Communi
ty
Member/
Rep
Director
Current
Louise
Rothman-
Riemer
Business
Owner/R
ep
Schultz
Collins
Director
Current
Create your own automated PDFs with Jotform PDF Editor- It’s free 11 Income
2023
BUDGET
Dec 2022-
Dec 2023
%
160,000.00$ 180,523.90$
160,000.00$ 180,523.90$
Additional Revenue 10,000.00$
Prior Years Reserve /
Carry Forward 20,000.00$
170,000.00$ 200,523.90$
170,000.00$ 200,523.90$
Bank Service Charges $ 1,500.00 1,624.91$
$ 6,000.00 1,136.46$
8,611.64$
$ 250.00 131.98$
$ 1,500.00 3,056.93$
$ 1,000.00 620.00$
$ 16,000.00 18,025.00$
$ 19,000.00 26,544.67$
$ 45,250.00 59,751.59$ 29%
$ 3,960.00
Accounting & Legal 4,365.00$
$ 6,000.00 6,500.00$
$ 3,579.00 1,170.00$
$ 350.00 22.00$
$ 600.00 2,064.59$
$ 400.00
1,931.81$
$ 1,300.00 5,744.99$
$ 59,000.00 30,000.00$
$ 1,600.00 808.00$
$ 78,124.98 52,606.39$ 25%
Pacific Site Management
Sierra Display
Canology
Beautification-Streetscape Misc 48,446.62$
Security & Public Safety
Wages-Prof Admin 42,627.14$
Chris Insurance
Payroll Tax Expense
$ 40,000.00 91,073.76$ 44%
$ 5,000.00 3,695.38$ 2%
$ (168,469.00) 207,127.12$
$ 170,000.00 200,523.90$
$ 1,531.00 (6,603.22)$
Wages-Prof Admin
Workers Comp-Prof Admin
Total Organization Committee
Streetscape & Security Committe
Total Streetscape & Security Committe
Uncategorized Expense
Total Expenses
NET OPERATING INCOME
NET INCOME
Total Professional Administration
Payroll Tax Expense
Events
Marketing & Materials
Rock n Stroll
Web Design & Communication
Total Marketing & Promotion
Organization Committee
Administrative
Insurance
Office Expense
Postage, Copy & Printing
Professional Administration
Payroll Service Fees-Prof Admin
Advertising/Promotional
Rockridge District Association
2023 Budget & Actuals
Profit and Loss • December 2022- December 2023
BID Revenues
Total BID Revenues
Total Income
GROSS PROFIT
Expenses
Marketing & Promotion
Advertising & Graphics
Proposed Budget 2025 Rockridge BID
Income Amount Percentage
BID Revenue 186,000
Additional Revenue 10,000
Total Income 196,000
Expenses
Bank service charges 1,500.00
Marketing & Promotion Committee
Advertising & Graphics 6,000.00
Advertising/Promotional 2,000
Events 2,500.00
Marketing & Materials 3,000.00
Merchant Mingles 2,000.00
Rock n Stroll 16,000.00
Web Design & Communication 10,000.00
Total Marketing & Promotion Committee 43,000.00 20%
Organization Committee Accounting & Legal 5000
Administrative 3000
Insurance 4000
Office Expense 350
Postage, Copy & Printing Professional Administration 600 Insurance-Prof Admin 400
Payroll Service Fees-Prof Admin 1300
Payroll Tax Expense 5000
Wages-Prof Admin 33,000
Workers Comp-Prof Admin 2600
Total Professional Administration
Total Organization Committee 55,250 25%
Streetscape & Security Committe Beautification-Streetscape Misc Pacific Site Management 26,000
Sierra Display 4,740
Canology 12,000
Beautification-Streetscape Misc 14,000
Security & Public Safety 500
Wages-Prof Admin 38,500
Chris Insurance 12,000
Payroll Tax Expense 4,000
Total Streetscape & Security Committe 111,740 54%
Uncategorized Expense 2,000 1%
Total Miscellaneous 0
Total Expenses 211,990.00
NET OPERATING INCOME 196000
NET INCOME -15,990 100%