DOWNTOWNSAN MATEOASSOCIATION
PREPARED BY:
MACKENZIE JAKOUBEK
Executive [email protected] / DSMA.org
FISCAL YEAR 2023-24
ANNUAL REPORT
JULY 1, 2023 - JUNE 30, 2024
"The difference that I've noticed... is distinctand palpable. As a resident, a follower of theDSMA Instagram account, and recipient of thenewsletter, the buzz around Downtown SanMateo in the past few months feels cohesiveand alive in a way that it hasn't in years." -Sarah Meier-Heredia
“Please know that your efforts havemade a lasting impact on ourcommunity, and I am truly grateful forall that you do.” -Boba Day Business Participant
ACCOMPLISHMENTS AT A GLANCE
61+ Downtownmerchants directlyparticipated in DSMAcommunity events 11 pop up communityevents added toDowntown calendar
Facebook reachincreased by 160%
Instagram reachincreased by 2k+%
30k+ Downtown SanMateo RestaurantGuides distributedthroughout thePeninsula
DOWNTOWN SAN MATEOASSOCIATION SUMMARY
The Downtown San Mateo Association (DSMA) continues
to play a pivotal role in fostering the resilience and vibrancy of Downtown San Mateo. Since 1986, DSMA has managed
the Downtown Business Improvement District, supporting
merchants and nurturing community connections.
Downtown San Mateo is a regional hub for business and
leisure, attracting visitors from across the Bay Area with its diverse mix of businesses, notably its renowned dining
scene, and its strategic location in Silicon Valley.
Under the leadership of Executive Director Mackenzie
Jakoubek, DSMA has prioritized collaboration and
community engagement as key strategies for activating
Downtown San Mateo. Through partnerships with local
organizations and active participation in and coordination of community events, DSMA has successfully enhanced
Downtown's appeal and visibility. Looking ahead to Fiscal Year 2024-25, DSMA remains committed to building upon
its achievements, with a focus on expanding marketing
and activation efforts, bolstering civic partnerships, and enhancing Downtown's cleanliness and attractiveness.
With a projected budget reflecting strategic resource
allocation and continued support from its dedicated Board of Directors, DSMA is poised to further elevate Downtown San Mateo as a vibrant destination for residents, visitors, and businesses alike.
$96k used forDowntown clean-upefforts
JUNE 2024
In the heart of the Peninsula, Downtown San Mateo stands as a testament to resilience, diversity, and evolution– a dynamic hub where commerce and community connect. At its core is the Downtown San Mateo Association (DSMA), a key player in shaping the district's vibrancy.
Each year since 1986, the DSMA has been designated by City Council to manage the Downtown Business Improvement District. We are honored to be tasked with supporting the merchants of Downtown San Mateo and bringing together the community who loves this downtown district.
FY 2023-24 ANNUAL REPORT
INTRODUCTION
JUNE 2024 2
Thanks to its regionally central location,
Downtown San Mateo is a popular place to
meet for both business and leisure purposes.
Visitors come from San Francisco, Santa
Clara County, the East Bay, and, most often,
nearby Peninsula cities. Downtown is known
for its abundance and variety of restaurants,
which make up more than 20% of district
businesses. It is also an important node in the
Silicon Valley ecosystem, hosting start-ups
and tech-based companies of all sizes. The
presence of Mills Health Center means that
Downtown also includes many medical
professionals and other healthcare uses.
While there are traditional retailers in the
district, the storefronts on most blocks are
dominated by food and drink purveyors,
along with services such as salons, fitness
studios, and banks. Several body shops and
automotive businesses can be found east of
the railroad tracks.
In 2024, COVID-19 is behind us, but remote
work remains prevalent. The hybrid work
model continues to shape the reality of the
Bay Area, and the traditional Monday
through Friday, 9-5 office routine has
become less common. However, due to the
balance between housing and office spaces
in Downtown, workers and residents can be
observed working in coffee shops and
restaurants throughout the day. The hybrid
work setup also facilitates flexibility for
fitness studios, salons, and other personal
services to cater to clients at various times,
FY 2023-24 ANNUAL REPORT
DOWNTOWN SANMATEO OVERVIEW
especially during lunch hours. Weekends
are consistently busy, particularly in the
evenings, with residents and visitors
enjoying Downtown’s varied offerings.
Like all downtown areas, San Mateo has
encountered challenges in the past year.
Some small businesses continue to feel the
financial setbacks from COVID, impacting
their operations today. Rising costs due to
inflation have further squeezed their bottom
lines. Additionally, recent layoffs in Silicon
Valley have brought about uncertainty,
leading to reduced personal spending,
particularly on dining out, personal services,
and consumer goods.
Downtown San Mateo grapples with
common challenges for all business
districts. Downtown patrons voice
dissatisfaction with congested traffic,
insufficient parking availability, and unclean
surroundings. While businesses voice
discontentment around rising costs,
inconsistent foot traffic, difficulty finding
help, and other day-to-day obstacles.
Despite these obstacles, the overall
Downtown outlook from businesses and
visitors is positive. New businesses continue
to open up in our district, often citing safety,
cleanliness, and lively atmosphere as the
main reasons for selecting Downtown San
Mateo. Visitors have noted the positive
energy of Downtown, especially with the
increase in special events over the past
year.
JUNE 2024 3
In November 2022, the City Council
approved a modification to the assessments
for Downtown's business improvement
district (BID). This decision was necessary,
as the assessments had not received an
increase since 2009, and the fee structure
remained largely unchanged since the BID's
establishment in 1986. The updated
assessments aim for equity, ensuring that all
businesses that benefit from the BID
contribute their fair share to keep the
Downtown clean, safe, and lively.
Additionally, the new assessments better
reflect the diverse mix of businesses in
Downtown, spanning retail, professional
services, technology, and personal services.
Under the previous assessments, DSMA was
unable to hire full-time staff or expand
operations. The approval of the assessments
and annual levy are essential for the DSMA's
success. It allows DSMA to partner with the
City on the mission of fostering an active and
sustainable Downtown for businesses,
visitors, and residents.
In July 2023, DSMA hired Executive Director
Mackenzie Jakoubek. With more than 15
years of experience in nonprofit
management, customer service, and event
planning, Mackenzie hit the ground running,
adding to the incredible efforts over the past
five years from DSMA’s all-volunteer “army”
of Board Members.
FY 2023-24 ANNUAL REPORT
DSMA OVERVIEW
Mackenzie’s first goal was to connect with
and learn from Downtown merchants,
DSMA Board members past and present,
City of San Mateo staff and leadership,
involved residents, and her counterparts at
other BIDs. She quickly became the “face” of
DSMA and brought attention and
enthusiasm to Downtown San Mateo. At the
same time, she tackled administrative tasks
that had not been addressed since 2017,
when the last Director was in place.
One important theme for Mackenzie in her
first year was collaboration. By collaborating
with like-minded entities, the DSMA aims to
achieve more, collectively, recognizing that
a combined effort yields greater results for
Downtown San Mateo. Through
partnerships with San Mateo Parks &
Recreation, San Mateo’s City Manager’s
Office, Self-Help for the Elderly, San Mateo
Age-Friendly Coalition, B Street Boosters,
and San Mateo Area Chamber of
Commerce, plus many BID members, DSMA
has been able to achieve far more than if
working alone.
JUNE 2024 4
DSMA activities for the past several years have addressed three focus areas: Community Engagement, BID Member Engagement, and Civic Partnership.
FY 2023-24 ANNUAL REPORT
DSMA FOCUS AREAS
COMMUNITYENGAGEMENT
Community engagement focuses on coordinating events and marketing. The goal is to drive traffic Downtown and connect the community with our wonderful and diverse businesses. The primary audiences for community engagement are Downtown workers, San Mateo and Peninsula residents, and visitors to local hotels and events.
COMMUNITY EVENTS (*INDICATES POP UP PERMIT EVENT)
North B Fiesta (Aug 27): This annual
event is a way for the merchants of North
B Street to thank their loyal customers
and share arts and culture from the many
Latin and Hispanic groups represented
on the block. DSMA was a sponsor and
booth participant.
September Nights on B (Sep 7 & 14):
Live music event on the Pedestrian Mall
hosted by the City of San Mateo with
support from the DSMA.
JUNE 2024 5
FY 2023-24 ANNUAL REPORT
COMMUNITY EVENTS CONT’D
San Mateo Fall Fest (Sep 30): This day-
long event offered a variety of live music,
entertainment, local arts, and family-
friendly activities on B Street and beyond,
presented by the San Mateo Area
Chamber of Commerce in conjunction
with California Artists. DSMA was a
sponsor and assisted the Chamber with
coordination and fundraising.
BOOs on B Street & Trick or Treating
(Oct 28): A close collaboration between
San Mateo’s Parks & Recreation
Department and DSMA, BOOs on B
Street welcomed hundreds of kids to the
B Street pedestrian mall to enjoy carnival
games, face painting, a bounce house,
and Halloween activities. DSMA
coordinated with 31 Downtown
merchants who provided candy to
adorable trick-or-treaters. Many
attendees also participated in our
Halloween scavenger hunt that led them
through the entire Downtown.
Las Posadas* (Dec 3): The merchants of
North B Street welcomed their loyal
customers and Holiday Train visitors to
their storefronts with warm cider, gift
bags, and other treats. Unidos en Cristo
sang Spanish-language Christmas carols
throughout the block. The event was
coordinated by the North B Merchants
with DSMA support.
Pre-Holiday Train Entertainment*
(Dec 3): Caltrain’s beloved annual
Holiday Train stopped at the San Mateo
station the evening of Dec 3rd. To
entertain the large crowd (mostly
families with small children) as they
gathered, DSMA coordinated a
demonstration from Core Taekwondo
and a festive holiday music performance
from San Mateo High School’s
Symphonic Band.
JUNE 2024 6
FY 2023-24 ANNUAL REPORT
COMMUNITY EVENTS CONT’D
Jazz on B Street* (Dec 10 & Mar 3): In
December, the Perfect Fifths, Aragon
High School’s elite jazz ensemble, filled
the Pedestrian Mall with festive holiday
music. In March, Hillsdale High School
Knight Train Ensemble gave an energetic
jazz performance that delighted
Downtown San Mateo visitors despite
some rain.
Lunar New Year* (Jan 27): DSMA, San
Mateo Self-Help for the Elderly,
Peopleologie, Core Taekwondo, Lion
Dance ME, and San Mateo Parks and
Recreation participated in this
celebration of the Year of the Dragon.
Three community booths and Parks &
Rec mobile games offered activities for
kids, and Lion Dance ME gave an
incredible performance and paraded
through the pedestrian mall.
Valentine’s Day Photobooth* (Feb 14):
As an added bonus for celebrating
Valentine’s Day in Downtown San Mateo,
DSMA offered free and fun photos to
visiting sweethearts, families,
and groups of friends, elevating the
Downtown experience for all.
Putting Pop Up* (Feb 24): Perform for
Golf furnished a putting green and a
chipping practice area on B Street in
front of their new storefront. Visitors of
all ages were encouraged to try out
their golf skills while enjoying
Downtown.
Perform for Golf Grand Opening*
(April 13): Perform for Golf hosted a
grand opening event, inviting the public
into their new space, while showcasing
several other Downtown businesses
through vendor booths. DSMA
supported and promoted the event.
Music Pop Up* (April 20): Makule, a
duo of San Mateo residents, Charlie
Chin and Victor Labrador, performed
American Folk, Latin Romantic,
Hawaiian, and Blues music for delighted
Downtown visitors.
JUNE 2024 7
FY 2023-24 ANNUAL REPORT
COMMUNITY EVENTS CONT’D
Downtown San Mateo Boba Day*
(April 28): Downtown San Mateo is
lucky to have a number of top-notch
boba shops in our district. To bring
attention to these businesses, DSMA
hosted the first ever Downtown San
Mateo Boba Day. Businesses were
encouraged to give discounts and
samples in order to gain new
customers. DSMA and supporting
partners provided fun activities on B
Street for families and took votes on
the “Downtown San Mateo’s Favorite
Boba 2024.”
Ukulele Jam* (May 18): Charlie Chin
and Victor Labrador led uke-
enthusiasts in a play-along on B Street.
Experienced musicians and curious
newcomers were encouraged to
participate. The San Mateo Public
Library supported this event by lending
ukuleles to all interested. Takahashi
Market donated fun prizes.
Juneteenth* (June 15): In collaboration
with the African American Library
Advisory Committee (AALAC), DSMA
hosted a Juneteenth celebration with
entertainment and community booths.
JUNE 2024 8
DSMA uses social media, email newsletters, and DSMA.org to connect with the community.
Contracted a travel photographer to get updated snapshots that better represent our lively Downtown for social media, website, and other marketing use Announce DSMA events, Downtown happenings, storefront openings & anniversaries, sales and promotions, City of San Mateo announcements, and Downtown businesses in the news Project the Downtown “brand” by sharing snapshots of Downtown (both current and nostalgic), sharing videos and photos after Downtown events occur, highlighting district businesses, and engaging with other San Mateo-related accounts to keep Downtown San Mateo in the conversation
Bring awareness and excitement to campaigns such as Shop Small to Win Big and the Downtown San Mateo Restaurant Guide
Since July 2023, DSMA’s Facebook reach has increased by 160% and we have gained 395 new followers. Our Instagram reach has increased by more than 2,000% and gained over 1,000 new followers. The number of Downtown San Mateo Association Community News email subscribers has increased by 55%.
FY 2023-24 ANNUAL REPORT
DIGITAL MEDIA
PRINT ADVERTISING & OTHER MARKETING
Booth outreach promoting Downtown at the San Mateo Public Library Foundation’s San Mateo Celebrates! and KCSM’s Jazz on the Hill
Ads placed in Central Park during Parks & Recreation events Updated the Downtown San Mateo Restaurant Guide and distributed them through Downtown businesses, community events, and Peninsula hotels More than 30,000 Downtown San Mateo Restaurant Guides were distributed across the Peninsula via the Saturday, April 13 edition of the San Mateo Daily Journal. This allowed the guides to reach potential visitors from South San Francisco to Palo Alto to Half Moon Bay Posters and flyers placed throughout the district to advertise community events Engagement with local media to highlight DSMA events and other Downtown happenings.
Topics for published articles included BLOCK71, Hawaii relief efforts by Atlas Skateboarding, and Downtown San Mateo Boba Day.
Downtown San Mateo ad on the digital billboards at the San Mateo County Event Center during the 2024 County Fair
JUNE 2024 9
FY 2023-24 ANNUAL REPORT
BID MEMBERENGAGEMENT
Co-hosted Mix & Mingle with San Mateo
Chamber of Commerce, connecting their
members and ours
Hosted the Annual Member Appreciation
Party, encouraging DSMA members to
socialize and connect with each other
Support North B merchants group at
monthly meetings and provide liaison to
city services. In order to better
collaborate with North B merchants, we
welcomed Lorry Morales, Manager at La
Pinata, onto the DSMA Board.
Collaborated with Downtown merchants
on community events, offering
sponsorship and partnering opportunities
to help enhance brand recognition.
Putting Pop Up was a win-win for
Perform for Golf, which had just
opened on B Street, and the DSMA.
While providing the putting practice
resources to the community for free,
Perform for Golf was able to
introduce their brand to potential
new clients.
Downtown San Mateo Boba Day was
both a community event and a way to
drive traffic to individual boba shops.
By participating, boba shops would
have their brands featured in event
marketing and benefit from
excitement around the event.
Takahashi Market supported the
Ukulele Jam in May by donating
give-aways. This, in turn, provided
exposure to their business.
Developed welcome guide and used in
outreach visits to new Downtown
businesses
Worked with the San Mateo Area
Chamber of Commerce on the “Shop
Small to Win Big!” campaign for Small
Business Saturday. This campaign
helped drive business to San Mateo
merchants the Saturday after
Thanksgiving, but more importantly,
brought attention to the many small
businesses in our district. Several
businesses also supported the campaign
by donating prizes and handing out
postcards, which brought them
additional recognition.
Downtown San Mateo Association
Member News email shares events,
business resources and opportunities,
and Downtown news coverage via email
with 500+ subscribers once a month. It
garners positive feedback from many
businesses and consistently has an open
rate of 45%.
While BID membership is automatic based on a district address, awareness and participation are not. The DSMA strives to engage BID members and add value for the many types of businesses Downtown.
JUNE 2024 10
FY 2023-24 ANNUAL REPORT
Published and distributed “Your Role in a
Clean Downtown” brochures
Created new holiday banners, placed on
B Street from Tilton to 3rd Avenue
Regular communication with San Mateo
Police Department, adding to the safety
and security of Downtown
Funded extra cleaning services;
Downtown porters picked up litter and
addressed other cleanliness issues 7
days a week. This year, after community
feedback, they expanded regular
cleanings to Zone 2.
DSMA Beautification & Improvements
Committee restarted district “walk-
arounds” to identify and address
cleanliness and maintenance problems
Facilitated discussions with stakeholders
to initiate community murals
DOWNTOWN BEAUTIFICATION & CLEANLINESS
Worked with involved businesses to
make improvements on landscaping
Reviewed proposals and prepared plans
for supplemental power washing to begin
in FY25
Participated in discussions on the
creation of a new Downtown public
bathroom
CIVICPARTNERSHIP
DSMA routinely works with City of San Mateo staff from Public Works, Parks & Recreation, and the City Manager’s Office on projects affecting Downtown.
JUNE 2024 11
FY 2023-24 ANNUAL REPORT
ADDITIONAL CIVIC PARTNERSHIP ACTIVITIES
Business outreach for City initiatives
including grant opportunities, flood
prevention, and emergency
preparedness awareness (Example:
sharing information about $5,000
restaurant grant in spring 2024)
Promotional support for City-sponsored
large-scale events including Central Park
Music Series, Winter Wonderland,
Eggstravaganza, and September Nights
on B, plus smaller events at the San
Mateo Public Library and San Mateo
parks
Maintained Walgreens community
window, ensuring fair use for community
organization advertising
Responded to businesses' complaints
and inquiries, and resolved issues
whenever possible or facilitated
connections with the appropriate
entities for further assistance
Facilitated DSMA Board meeting
presentations from Flood Free San
Mateo, ReThink Waste, City of San
Mateo’s Public Works Department, and
the San Mateo Consolidated
Fire Department’s Office Of Emergency
Services
Participated in “Revv Up Downtown,” a
working group to help coordinate
activation events Downtown
JUNE 2024 12
FY 2023-24 ANNUAL REPORT
Integrate the newly hired Executive Director into the fabric of Downtown as quickly and smoothly as possible
Continue to support marketing, outreach, and public safety information Continue to partner with City staff to continue the support of Downtown Plan to restart the Downtown walk around with City staff and DSMA board members Refresh, print, and distribute the printed Downtown San Mateo Restaurant Guide and Your Role in a Clean Downtown brochure
Sponsor and promote Downtown events (eg. Music in the Park, September Nights on B Street, College of San Mateo Centennial etc.)
Create relationships with developers and tech companies coming into the area Regular updates to City council to share information about Downtown activations, special events, and Downtown business news
Set up Board Committees to facilitate more participation Advertise the new DSMA website to further market to and engage the public to visit Downtown businesses
PROGRESS ON FY 2023-24 GOALS
GOALS
Last year’s goals are listed below and rated “Successful,” “Continuing Efforts,” or “Delayed.” The nature of DSMA’s work is one of continuing improvement and growth; even if we are successful, no goal is ever complete.
SUCCESSFUL
JUNE 2024 13
FY 2023-24 ANNUAL REPORT
Develop a communications plan to further the DSMA brand Implement targeted messaging campaigns throughout the year which will feature various Downtown attributes
Develop social media advertising
Continue print ads in the local paper, the San Mateo Daily Journal Regular representation at Council, task force, and Commission meetings Expand board membership
Improved board member participation
Strengthen economic development collaborations with local organizations Research the impact of installing a public restroom in Downtown, closer to the core of the Downtown
CONTINUING EFFORTS
Explore the possibility of college interns helping with DSMA operations and events Restart hotel magazine ad campaign (we are evaluating the best use of our marketing budget)
DELAYED
JUNE 2024 14
FY 2023-24 ANNUAL REPORT
DSMA will continue with our successes from FY 2023-24, growing projects as needed and making coordination more efficient. In addition, DSMA aims to achieve the following in FY 2024-
25. Initiate supplemental power washing services to enhance Downtown's cleanliness, offering cleaning services beyond what is provided by the City of San Mateo Continue and grow pop-up events on the B Street Pedestrian Mall and beyond, bringing energy and visibility to Downtown
Expand marketing efforts to San Francisco and the greater Bay Area Hire a third party to conduct a financial audit
Support the City of San Mateo with the Downtown Specific Plan and the “Revv Up Downtown” working group
GOALS FOR FISCAL YEAR 2024-25
PROPOSED DSMA EVENTS FOR FY 2024-25 (* INDICATES POP UP EVENT PERMIT) July (date TBD): Game meetup*
July (date TBD): Music performance in
partnership with Fogbird*
August (date TBD): Music performance
in partnership with Fogbird*
August (date TBD): Kid-centered
performance or activity*
August 25: North B Fiesta (North B
Merchants with DSMA support)
September 12 & 19: September Nights on
B (City of San Mateo event, DSMA will
support)
September 28: San Mateo Fall Fest &
Celebration of the Arts (San Mateo Area
Chamber of Commerce event with
DSMA support)
October (date TBD): Music or other
performance*
October 26: BOOs on B Street
(collaboration with San Mateo Parks &
Recreation)
November 30: Small Business Saturday
(booth with information and giveaways,
music performances)*
December 8: Pre-Holiday Train
entertainment*
JUNE 2024 15
FY 2023-24 ANNUAL REPORT
PROPOSED DSMA EVENTS CONT’D
December 8: Las Posadas (North B
Merchants event with DSMA support)*
December 15: Pop up holiday music
event featuring San Mateo high schools*
January 25 (tentative date): Lunar New
Year*
February 14: Valentine’s Day pop up*
February (date TBD): Pop up event*
March (date TBD): Pop up event*
April (Date TBD): Pop up* collaboration
with College of San Mateo’s Learning
Communities (cultural performances)
Early May (date TBD): Downtown San
Mateo Boba Day
June (date TBD): Juneteenth
Additional pop up events will be added as budget and schedules allow.
JUNE 2024 16
FY 2023-24 ANNUAL REPORT
BUDGET
FY 2023-24 saw a significant increase in revenue due to the BID assessment modification approved by City Council. We anticipate FY 2024-25 revenue will remain the same, or increase slightly due to new businesses opening in the district. We have also added a line for potential sponsorship revenue. Sponsoring activities Downtown is a way for businesses and community organizations to show their whole-hearted support for Downtown San Mateo activation.
Spending in FY 2023-24 was slightly conservative as the Board wanted to see the full impact of the assessment change. For FY 2024-25, DSMA will have a better understanding of assessment revenue and can use the expense budget more effectively.
The expense highlights are:
Programmatic
Community events
Banners
Civic Partnership
Downtown Cleaning Porter
Marketing
Advertising and Promotion
Social Media contractor
Photographer
Payroll & Professional Services
Executive Director
Internship
Administration
A small contingency fund for unplanned expenses
The DSMA projects a cash balance of $211.0K at the start of FY 2024-25 and projects a cash balance of approximately $211.0K at the end of the budgeted FY 2023-24.
DSMA is redirecting the savings from sharing an office with the Downtown Coordinator towards programs that support our mission. While DSMA doesn’t utilize any city equipment, the shared space fosters a closer relationship between DSMA, the City, and Downtown businesses. We would like to express our sincere gratitude to the City for providing the shared space and for its ongoing support and partnership.
ESTIMATED INCOME ANDEXPENSES FOR FY 2024-25
JUNE 2024 17
FY 2023-24 ANNUAL REPORT
JUNE 2024 18
President, Lew Cohen, B Street Books
Vice President, Colleen Rafferty, Christensen & Rafferty Fine Jewelry Treasurer, Cathy Levitt, Tri Counties Bank
Robert Anderson, Downtown Resident
Steve Carey, LifeMoves
Martin Kent, Draper University
Tyson Mao, Wursthall
Lorry Morales, La Pinata
Joe Sully, Downtown Building Owner
Susan Uzunoglu, Susan’s European Beauty Therapy
FY23-24 ANNUAL REPORT
DSMA BOARD
JUNE 2024 19