TO: HONORABLE MAYOR
AND CITY COUNCIL
FROM: Jen Baker
SUBJECT: See Below DATE: June 3, 2026
Approved
Date:
6/3/2026
COUNCIL DISTRICTS: 3, 5
SUBJECT: Public Hearing on the Alum Rock Santa Clara Street Business Improvement District and Assessments for Fiscal Year 2026-2027
RECOMMENDATION
Conduct a public hearing and adopt a resolution approving the Alum Rock Santa Clara Street Business Improvement District Budget Report for Fiscal Year 2026-2027 as filed or modified by City Council and levying the Alum Rock Santa Clara Street Business Improvement District assessments for Fiscal Year 2026-2027.
SUMMARY AND OUTCOME
Approval of this action will result in the levy of assessments for the upcoming fiscal year of the Alum Rock Santa Clara Street Business Improvement District (ARSCSBID).
BACKGROUND
The 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 Advisory Board for the ARSCSBID, to advise City Council on the levy of assessments in the district, and the expenditure of revenues derived from the assessments for the benefit of the district. The ARSCSBID boundary map is shown in Attachment A – ARSCSBID Map.
Pursuant to BID Law, an annual public hearing is required to approve an annual budget report and levy the annual assessments. On June 2, 2026, the City Council preliminarily COUNCIL AGENDA: 6/16/26
FILE: 26-723
ITEM: 8.1
HONORABLE MAYOR AND CITY COUNCIL
June 3, 2026
Subject: Public Hearing on the Alum Rock Santa Clara Street Business Improvement District and Assessments for Fiscal Year 2026-2027
approved the ARSCSBID Budget Report for Fiscal Year (FY) 2026-2027 (Report) as filed by the Advisory Board and shown in Attachment B, adopted a resolution of intention to levy the annual assessments for FY 2026-2027 for the ARSCSBID, and set June 16, 2026, at 1:30 p.m., as the date and time for the required public hearing on the levy of the proposed FY 2026-2027 assessments. In accordance with BID Law, the City Clerk published the required legal notice regarding the levy of assessments for FY 2026-2027.
ANALYSIS
Under BID Law, when a public hearing is held to levy assessments of a BID, City Council shall hear and consider all protests on the continued authorization of the BID, the extent of the area, the assessments, and the furnishing of specified types of improvements or activities. Protests may be made orally or in writing. Written protests must be filed with the City Clerk at or before the time fixed for the public hearing. BID Law also requires that the proceedings shall terminate if protests made in writing against the continued authorization of the BID are from businesses or property owners in the proposed district that will pay a majority of the assessed charges. If the majority protest is only against the furnishing of a specified type of improvement or activity within the area, those improvements or activities shall be eliminated.
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. The Advisory Board has recommended no change in the ARSCSBID boundaries or the method and basis for levying assessments. Therefore, the proposed assessments in the ARSCSBID for FY 2026-2027, described in the Report, are the same as the assessments for FY 2025-2026.
During or upon the conclusion of the public hearing, City Council may order changes in any of the matters provided in the Advisory Board’s Report. At the conclusion of the public hearing, City Council may adopt a resolution confirming the Report as originally filed or as modified by City Council. The adoption of the resolution constitutes the levy of the assessment for FY 2026-2027.
EVALUATION AND FOLLOW-UP
The Administration will come before City Council in May 2027 to present the Advisory Board’s Report that proposes a budget for FY 2027-2028.
HONORABLE MAYOR AND CITY COUNCIL
June 3, 2026
Subject: Public Hearing on the Alum Rock Santa Clara Street Business Improvement District and Assessments for Fiscal Year 2026-2027
FISCAL IMPACTS
Adoption of the proposed ARSCSBID budget does not directly impact City revenue. The FY 2026-2027 Adopted Operating Budget, subject to City Council approval, includes projected assessment revenue and corresponding expenses totaling $190,050.
The City will charge an administrative fee to collect the ARSCSBID assessment. The City’s administrative fee 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 ARSCSBID.
The assessment revenues and corresponding expenses will be recognized and appropriated as part of the FY 2026-2027 Adopted Budget.
COORDINATION
This memorandum has been coordinated with the City Attorney's Office, City Clerk's Office, City Manager's Budget Office, Finance Department, 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 16, 2026 City Council meeting.
BOARD, COMMISSION, COMMITTEE RECOMMENDATION AND INPUT
No board, commission, or committee recommendation or input is associated with this action.
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.
HONORABLE MAYOR AND CITY COUNCIL
June 3, 2026
Subject: Public Hearing on the Alum Rock Santa Clara Street Business Improvement District and Assessments for Fiscal Year 2026-2027
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 the 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 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: 2026 ARSCSBA Annual Report
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 $133,035
2026 ARSCSBA Annual Report
Financials
S a f e t y a n d
B e a u t i fi c a t i o n
5 0 %
M a r k e t i n g a n d
A c t i v a t i o n
2 5 %
A d m i n i s t r a t i o n
a n d C o n t i n g e n c y
2 5 %
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 SierraMember 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.
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