TO: HONORABLE MAYOR
AND CITY COUNCIL
FROM: Jen Baker
SUBJECT: See Below DATE: May 11, 2026
Approved
Date:
5/18/26
COUNCIL DISTRICTS: 3, 5
SUBJECT: Actions Related to the Alum Rock Santa Clara Street Business Improvement District Fiscal Year 2026-2027 Budget Report, Fiscal Year 2026-2027 Annual Assessments, and Setting a Public Hearing on the Levy of Assessments
RECOMMENDATION
(a) Preliminarily approve the Fiscal Year 2026-2027 Budget Report as filed by the Alum Rock Santa Clara Street Business Improvement District Advisory Board, or as modified by City Council.
(b) Adopt a resolution of intention to levy the annual assessment for Fiscal Year 2026-2027, and set Tuesday, June 16, 2026, at 1:30 p.m. as the date and time for the public hearing on the levy of the proposed assessments.
SUMMARY AND OUTCOME
Approval of this action will result in a resolution of intention to levy assessments for the upcoming fiscal year of the Alum Rock Santa Clara Street Business Improvement District and set the time and date for the public hearing.
BACKGROUND
The Alum Rock Santa Clara Street Business Improvement District (ARSCSBID) was established by City Council in 2026 pursuant to the California Parking and Business Improvement Area Law of 1989 (BID Law) to promote the economic revitalization and physical maintenance of the Alum Rock Santa Clara Street business corridor. City Council appointed the Alum Rock Santa Clara Street Business Association as the COUNCIL AGENDA: 6/2/26
FILE: 26-639
ITEM: 2.7
HONORABLE MAYOR AND CITY COUNCIL
May 11, 2026
Subject: Actions Related to the Alum Rock Santa Clara Street Business Improvement District Fiscal Year 2026-2027 Budget Report, Fiscal Year 2026-2027 Annual Assessments, and Setting a Public Hearing on the Levy of Assessments
Advisory Board for the ARSCSBID to advise City Council on the levy of assessments in the ARSCSBID, and the expenditure of revenues derived from the assessments for the benefit of the ARSCSBID. The ARSCSBID boundary map is shown in Attachment A - ARSCSBID Map.
Pursuant to BID Law, the Advisory Board must come before City Council on an annual basis to present a report as shown in Attachment B - ARSCSBID Budget Report for FY 2026-2027 (Report). The Report proposes a budget for the upcoming fiscal year and the expenditure of revenues derived from the assessments for the benefit of the ARSCSBID.
City Council is required to: 1) review the Report and preliminarily approve it as proposed or as changed by City Council; 2) adopt a resolution of intention to levy the assessments for the upcoming fiscal year; and 3) set a date and time for the public hearing on the ARSCSBID-related actions. Absent a majority protest at the public hearing, at the conclusion of the public hearing, City Council may approve the budget for FY 2026-2027 as filed or as modified by City Council and levy the ARSCSBID assessments for FY 2026-2027.
ANALYSIS
There are currently 543 active businesses with a tax certificate located within the ARSCSBID. The Advisory Board prepared a budget as shown in the Report (Attachment B) for City Council’s consideration as the proposed budget for ARSCSBID for FY 2026-2027. As required by BID Law, the Report has been filed with the City Clerk and contains, among other things, a list of the improvements and activities proposed to be provided in the ARSCSBID in FY 2026-2027, and an estimate of the cost of providing the improvements and activities.
It is anticipated that a healthy ARSCSBID will result in the growth of businesses in the district, which indirectly generates additional business tax and sales tax revenue for the City. The ARSCSBID assessments are restricted for use exclusively by the ARSCSBID and are estimated at $190,050 in FY 2026-2027. The Advisory Board recommends no changes in the method and basis for levying assessments.
City Council may approve the Report as filed or modify the Report and approve it as modified. After approval of the Report, City Council must adopt a resolution of intention to levy the annual assessment for the 2026-2027 fiscal year and fix a time and place for a public hearing to be held on the levy of the proposed assessment.
HONORABLE MAYOR AND CITY COUNCIL
May 11, 2026
Subject: Actions Related to the Alum Rock Santa Clara Street Business Improvement District Fiscal Year 2026-2027 Budget Report, Fiscal Year 2026-2027 Annual Assessments, and Setting a Public Hearing on the Levy of Assessments
EVALUATION AND FOLLOW-UP
The Advisory Board will come before City Council next year to present a report that proposes a budget for the 2027-2028 fiscal year.
FISCAL IMPACTS
Adoption of the proposed ARSCSBID budget does not directly impact City revenue.
Assessments are estimated at $190,050 in FY 2026-2027 and will be recognized and appropriated as part of the FY 2026-2027 Adopted Operating Budget.
The City will charge an administrative fee to collect the ARSCSBID assessment. The City’s administrative charge will be one percent of the assessments collected by the City, and the amount will be reviewed annually as part of the annual report submitted by the Advisory Board to the City. The administrative fee will be made to the City as a deduction from the assessments the City will forward to the ARSCBID.
COORDINATION
This memorandum has been coordinated with the City Attorney's Office, City Clerk's Office, City Manager's Budget Office, Finance Department, the Planning, Building, and Code Enforcement Department, and the Alum Rock Santa Clara Street Business Association.
PUBLIC OUTREACH
The budget for FY 2026-2027 was reviewed and approved by the Advisory Board on April 22, 2026, as shown in Attachment C - ARSCSBID Board of Directors Meeting Minutes April 22, 2026. This memorandum will be posted on the City Council Agenda website for the June 2, 2026 City Council meeting.
BOARD, COMMISSION, COMMITTEE RECOMMENDATION AND INPUT
No board, commission, or committee recommendation or input is associated with this action.
HONORABLE MAYOR AND CITY COUNCIL
May 11, 2026
Subject: Actions Related to the Alum Rock Santa Clara Street Business Improvement District Fiscal Year 2026-2027 Budget Report, Fiscal Year 2026-2027 Annual Assessments, and Setting a Public Hearing on the Levy of Assessments
CEQA
Not a Project, File No PP17-004, Government Funding Mechanism or Fiscal Activity with no commitment to a specific project which may result in a potentially significant impact on the environment.
PUBLIC SUBSIDY REPORTING
This item does not include a public subsidy as defined in section 53083 or 53083.1 of the California Government Code or the City's Open Government Resolution.
JEN BAKER
Director of City Manager’s Office
of Economic Development and Cultural
Affairs
For questions, please contact Jessica Munoz, Senior Executive Analyst, City Manager’s Office of Economic Development and Cultural Affairs, at [email protected] or (408) 535-8181.
ATTACHMENTS:
Attachment A – ARSCSBID Map
Attachment B – ARSCSBID Budget Report for FY 2026-2027
Attachment C – ARSCSBID Board of Directors Meeting Minutes April 22, 2026
Association Boundary Map
Attachment A: ARSCSBID DISTRICT MAP
The Alum Rock Santa Clara Street Business Association represents approximately 540+ businesses within the City of San José, spanning Council Districts 3 and 5 and serving as a collective voice for the corridor’s economic vitality.
1 Primary Corrdiors
Street Name Odd Addresses Even Addresses
Alum Rock Ave 1501 - 2591 1500 - 2652
E Santa Clara St 1051 - 1499 1052 - 1498
Boundary Streets
Street Name Odd Addresses Even Addresses Street Name Odd Addresses Even Addresses Alexander Ave 1 - 7 2 - 18 N Jackson Ave 1 - 39 2 - 18
Eastgate Ave 1 - 41 2 - 98 N King Rd 1 - 13 2 - 16
Jose Figueres Ave 1 - 19 2 - 26 N Sunset Ave 1 - 99 2 - 98 Kentucky Pl 1 - 75 2 - 68 Ribbs Ln 2301 - 2333 2300 - 2398 Ketzal Way 2151 - 2199 2150 - 2198 S 23rd St 1 - 7 2 - 28 McCreery Ave 1 - 63 2 - 72 S 24th St 1 - 9 2 - 14
Muirfield Dr 1 - 25 2 - 26 S 26th St 1 - 7 2 - 46
N 24th St 1 - 27 2 - 14 S 28th St 1 - 49 2 - 46
N 25th St 1 - 43 2 - 18 S 33rd St 1 - 19 2 - 20
N 26th St 1 - 21 2 - 16 S 34th St 1 - 31 2 - 30
N 27th St 1 - 35 2 - 68 S Capitol Ave 1 - 99 2 - 32
N 28th St 1 - 99 2 - 98 S Jackson Ave 1 - 49 2 - 48
N 33rd St 1 - 13 2 - 18 S King Rd 1 - 25 2 - 60
N 34th St 1 - 19 2 - 10 S Sunset Ave 1 - 25 2 - 42
N Capitol Ave 1 - 79 2 - 10 Scharff Ave 1 - 3 2 - 10
Business Improvment District Boundary
2026 ARSCSBA Annual Report
2 Association Boundary Map
Attachment B: ARSCSBID Budget Report for FY 2026-2027
The Alum Rock Santa Clara Street Business Association represents approximately 540+ businesses within the City of San José, spanning Council Districts 3 and 5 and serving as a collective voice for the corridor’s economic vitality.
1 Primary Corrdiors
Street Name Odd Addresses Even Addresses
Alum Rock Ave 1501 - 2591 1500 - 2652
E Santa Clara St 1051 - 1499 1052 - 1498
Boundary Streets
Street Name Odd Addresses Even Addresses Street Name Odd Addresses Even Addresses Alexander Ave 1 - 7 2 - 18 N Jackson Ave 1 - 39 2 - 18
Eastgate Ave 1 - 41 2 - 98 N King Rd 1 - 13 2 - 16
Jose Figueres Ave 1 - 19 2 - 26 N Sunset Ave 1 - 99 2 - 98 Kentucky Pl 1 - 75 2 - 68 Ribbs Ln 2301 - 2333 2300 - 2398 Ketzal Way 2151 - 2199 2150 - 2198 S 23rd St 1 - 7 2 - 28 McCreery Ave 1 - 63 2 - 72 S 24th St 1 - 9 2 - 14
Muirfield Dr 1 - 25 2 - 26 S 26th St 1 - 7 2 - 46
N 24th St 1 - 27 2 - 14 S 28th St 1 - 49 2 - 46
N 25th St 1 - 43 2 - 18 S 33rd St 1 - 19 2 - 20
N 26th St 1 - 21 2 - 16 S 34th St 1 - 31 2 - 30
N 27th St 1 - 35 2 - 68 S Capitol Ave 1 - 99 2 - 32
N 28th St 1 - 99 2 - 98 S Jackson Ave 1 - 49 2 - 48
N 33rd St 1 - 13 2 - 18 S King Rd 1 - 25 2 - 60
N 34th St 1 - 19 2 - 10 S Sunset Ave 1 - 25 2 - 42
N Capitol Ave 1 - 79 2 - 10 Scharff Ave 1 - 3 2 - 10
Business Improvment District Boundary
2026 ARSCSBA Annual Report
2 The annual assessment remains $350 per business. Based on an updated district count of approximately 543 businesses, the projected gross revenue is $190,050.
Applying a conservative 30% delinquency rate, the estimated net annual budget is $133,035, organized into three primary service categories:
Safety and Beautification – $66,517.50 (50%)
Funding in this category will support initiatives aimed at improving safety, cleanliness, and the overall appearance of the Alum Rock Santa Clara Street corridor.
Planned activities may include contracting a cleaning and maintenance provider for litter removal,
bulky item pickup, and graffiti abatement, as well as continued investment in beautification efforts such as banners, lighting, and public space enhancements. Additional coordination with safety partners may also be explored to address ongoing concerns related to illegal dumping, loitering, and vandalism.
Marketing and Activation – $33,258.75 (25%)
This category focuses on increasing visibility for the district and supporting local businesses through targeted marketing and community engagement efforts.
Planned initiatives include social media management, promotional campaigns, business directory
development, and the coordination of community events and activations that highlight the corridor as a destination and strengthen connections between businesses and residents.
Administration and Contingency – $33,258.75 (25%)
This category supports the operational needs of the Association and ensures effective program delivery and long-term sustainability.
Funding will support administrative and consulting services, financial management and reporting,
meeting coordination, and compliance with City requirements. A portion of these funds will also be reserved for contingencies, uncollected assessments, and future district planning efforts.
2026 ARSCSBA Annual Report
Financials
3 Service Allocation
Safety and Beautification $66,517.50
Marketing and Activation $33,258.75
Administration and Contingency $33,258.75
Total Expenses $190,050
2026 ARSCSBA Annual Report
Financials
Safety and
Beautification
50%
Marketing and
Activation
25%
Administration
and Contingency
25%
4 Board Leadership and Engagement
The Alum Rock Santa Clara Street Business Association
has continued to strengthen its Board of Directors
through consistent meetings, active participation, and a shared commitment to advancing the corridor.
Board meetings have served as a collaborative space
for
aligning priorities, discussing district needs, and
coordinating with key partners, including City staff,
local stakeholders, and community organizations.
Business Outreach and Engagement
The Association has prioritized direct engagement
with
business owners through outreach walks and
one-on-one conversations along the corridor.
These efforts have helped build trust, identify key
challenges,
and ensure that the voices of local
businesses are reflected in ongoing planning and
future initiatives.
Partnership with San José State University
In collaboration with San José State University, the Association has engaged with multiple student-led programs to support corridor development:
BUS 161A – Business engagement and support strategies
URBP 231 – Urban design and corridor planning concepts
PR 191 – Marketing and communications support
2026 ARSCSBA Annual Report
Highlights
These partnerships have brought
fresh ideas, technical expertise, and
additional capacity to support the
Association’s efforts.
5 2026 ARSCSBA Annual Report
Highlights
Branding and Corridor Identity
These efforts represent a foundational step toward establishing a recognizable and unified corridor
identity that can support long-term economic development. By aligning visual elements and messaging, the Association is working to create a sense of place that is both welcoming and reflective of the community’s cultural heritage.
As these branding elements continue to be refined, future phases will focus on implementation
across physical infrastructure, digital platforms, and community-facing materials to ensure consistency and visibility throughout the district.
Marketing and Activation Efforts
These early activation efforts have laid the groundwork for sustained engagement and increased
foot traffic along the corridor. By prioritizing visibility and community connection, the Association is building momentum toward a more vibrant and active business environment.
Moving forward, the focus will be on expanding programming, strengthening partnerships, and
leveraging digital platforms to further amplify local businesses and attract visitors to the district.
6 Name Board Position Term Year
Helen Masamori President 2024
Oswaldo Moreno Vice President 2023
Luis Muñoz Treasurer 2023
Cynthia
Velazquez
Secretary 2024
Connie Alvarez Member at Large 2023
Jose de la Sierra Member at Large 2024
Danny Garza Community
Liason 2024
Davide Vieira Member at Large 2025
Nathaniel Lim Member at Large 2025
Marica Hill Member at Large 2026
Mimi Hernandez Board Advisor 2023
2026 ARSCSBA Annual Report
Board of Directors
7 Meeting Agenda
Date: April 22, 2026 @ 10:00 AM – 11:30 AM
I. Call to Order
a. Opening: Helen Masamori
The meeting was called to order by President Helen Masamori at 10:08 AM.
II. Roll Call
a. Helen Masamori, President
b. Oswaldo Moreno, Vice President
c. Luis Muñoz, Treasurer
d. Cynthia Velazquez, Member at Large
e. Connie Alvarez, Member at Large
f. Jose de la Sierra, Member at Large
g. Danny Garza, Community Liaison
h. Mimi Hernandez, Special Advisor
i. Davide Vieira, Property Owner
j. Nathaniel Lim, Business Owner
Board members present included:
Helen Masamori, Oswaldo Moreno, Luis Muñoz, Cynthia Velazquez, Connie Alvarez, Jose de la Sierra, Danny Garza, Mimi Hernandez, Davide Vieira, and Nathaniel Lim.
III. Presentations
a. CommUniverCity (20 min)
Professor Gordon Douglas presented urban design concepts that student teams have been working this semester. Ideas included:
Traffic calming strategies
Cultural placemaking elements
Attachment C – ARSCSBID Board of Directors Meeting Minutes April 22, 2026 1 Gateway and overpass transformation concepts
Activation through public space improvements
These concepts will inform future corridor planning and long-term identity development.
b. Kooltura (15 min)
Omar Rodriguez presented near-final banner designs incorporating Portuguese and Mexican cultural elements.
Designs are pending final board approval
Next step: move into production upon confirmation
IV. Partner Updates
a. San Jose Police Department
Reported 257 incidents over the past 30 days
Focus areas include:
Underground casinos
Blighted properties
Business safety collaboration through camera registries b. District 5
Updates on:
Outdoor dining streamlining efforts
Exploration of modular housing solutions
Ongoing concerns: RV encampments, sidewalk obstructions, and public safety
c. District 3
Will continue to work on securing a cleaning team for the corridor d. Office of Economic Development
BID assessment letters in progress
e. Fabrica de Ideas
Ongoing cultural programming and campaign development
Continued marketing collaboration and content development 2 f. School of Arts and Culture, Not Present
g. Prosperity Lab, Had to Leave Early
V. Old Business
a. Adoption of New Bylaws – Clarification of Process with Board Members Board reviewed proposed updates, including:
Conflict of interest policies
Board member removal procedures
Deadline set for feedback: Friday (post-meeting)
Special meeting to be scheduled for detailed review and adoption b. BID Re-authorization Document – Diana will share the Draft The Board discussed the proposed allocation structure for the 2026 Re- Authorization as follows:
25% – Administration and Contingency
25% – Marketing and Activation
50% – Safety and Beautification
Motion: Davide Vieira
Second: Danny Garza
Vote: Passed unanimously
VI. New Business
a. New Board Member: Hill’s Training, Marica Hill
A motion was made to approve the addition of Marica Hill, representing Hill’s Training, to the Board.
Motion: Helen Masamori
Second: Cynthia Velazquez
Vote: Passed unanimously
b. Marketing Committee Composition: The Board will discuss and confirm the board members who will collaborating directly with the Fabrica de Ideas New working group formed:
Marica
Jose de la Sierra
3 Oswaldo Moreno
Diana (CSS)
Cynthia will stay on to ensure a smooth transition of knowledge.
Responsibilities:
Day-to-day content approvals
Coordination with La Fábrica de Ideas
Major items (website, newsletters) will remain board-approved Motion: Cynthia Velazquez
Second: Nathaniel Lim
Vote: Passed unanimously
VII. Reports
a. President’s Report: Helen
Emphasized continued momentum in corridor identity and partnerships b. Marketing Committee Report: Cynthia
Reported strong engagement metrics:
~11,000 views
841 interactions (past month)
c. Treasurer Report: Luis Muñoz
Reported $51,934.61 in the bank
Ongoing processing of payments and tax documentation
Coordinating with Paul Pham for filings
VIII. Action items
a. February Minutes – Deferred to May
b. March Minutes – Deferred to May
c. New Bylaws adoption – Deferred to May
IX. Adjournment
Next Meeting – May 22th , 2026
The meeting was adjourned at 12:32 PM.
4 5