DOWNTOWNSAN MATEOASSOCIATION
PREPARED BY:
MACKENZIE JAKOUBEK
Executive [email protected] / DSMA.org
FISCAL YEAR 2024-25
ANNUAL REPORT
JULY 1, 2024 - JUNE 30, 2025
ACCOMPLISHMENTS AT A GLANCE
74+ Downtownmerchants directlyparticipated in DSMAsponsored events 14 pop up communityevents (3 more thanFY23-24)
Facebook reachincreased by 17%
Instagram reachincreased by 41%
DOWNTOWN SAN MATEOASSOCIATION SUMMARY
The Downtown San Mateo Association (DSMA) remains
steadfast in its mission to enhance the attractiveness and vibrancy of Downtown San Mateo. Since 1986, DSMA has
managed the Downtown Business Improvement District,
providing vital support to local merchants and fostering a thriving, connected community. Downtown San Mateo is a
center for business and leisure, attracting visitors from throughout the Bay Area with its history, diverse
community, renowned culinary scene, and strategic
position within Silicon Valley.
This fiscal year, Downtown San Mateo has been livelier
than ever, with busy weekends and strong participation in community events contributing to a vibrant and dynamic
atmosphere. Under the leadership of the Board of
Directors and Executive Director Mackenzie Jakoubek,
DSMA has strengthened collaboration and community
engagement as core strategies for activating Downtown.
Through partnerships with local organizations and the
coordination of signature events, DSMA has bolstered
Downtown’s visibility and appeal.
Looking ahead to Fiscal Year 2025-26, DSMA will build on this momentum with expanded marketing initiatives,
activated public spaces, and deeper partnerships.
Strategic investments in cleanliness, beautification, and business support will ensure that Downtown remains a
welcoming destination. With a thoughtfully allocated
budget and the continued guidance of its dedicated Board of Directors, DSMA is well-positioned to drive Downtown San Mateo’s ongoing success.
$95k used forDowntown clean-upefforts (9% increase)
MAY 2025
San Mateo On Iceadvertisementincreased visits todigital restaurant guideby 20% 130+ Downtownbusinesses featured onReviewsday TuesdayInstagram stories Nestled in the heart of the San Francisco Peninsula, Downtown San Mateo is a place where history, innovation, and community intersect. With its diverse mix of businesses, vibrant public spaces, and engaged community, the district continues to evolve while remaining a welcoming destination for all. At the center of this growth is the Downtown San Mateo Association (DSMA), committed to fostering a thriving environment for businesses and visitors alike.
Since 1986, the DSMA has been designated by City Council to manage the Downtown Business Improvement District. We take pride in supporting our merchants and bringing people together through events and initiatives that celebrate the unique character of Downtown San Mateo. As we reflect on the past year, the energy in our district has been unmistakable, reinforcing the importance of collaboration and thoughtful activation in keeping Downtown vibrant.
FY 2024-25 ANNUAL REPORT
INTRODUCTION
MAY 2025 2
“Vibrant,” “bustling,” “lively,” and “busy,” were
some of the most popular words used to
describe Downtown San Mateo in a 2024
survey from Revv Up Downtown San Mateo.
Separately, in a City sponsored survey
conducted by True North Research, 12% of
San Mateo residents rated our Downtown as
what they liked most about living in the City
of San Mateo. (Only 3rd behind our City’s
fantastic parks and the variety of restaurants
and shops.) Compared to one year ago,
Downtown has seen a 19% increase in
visitors just to the B Street Pedestrian Mall.
Over 2 years, the increase has been 121%
(Placer.ai report).
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 a
foodie’s paradise, with a diverse mix of
restaurants making up more than 20% of
district businesses. It is also an important
node in the Silicon Valley ecosystem as a
home to start-ups, investors, incubators, and
tech-based companies of all sizes. The
presence of Mills-Peninsula Medical Center,
one of the largest employers in our district,
means that Downtown also includes many
medical professionals. While there are some
traditional retailers, the storefronts on most
blocks are dominated by food and drink
purveyors, along with services such as
FY 2024-25 ANNUAL REPORT
DOWNTOWN SANMATEO OVERVIEW
salons, fitness studios, and banks. Several
body shops and automotive businesses can
be found east of the railroad tracks.
Like all downtown areas, San Mateo has
encountered challenges in the past year.
There has been a nation-wide trend of
corporate workers returning to the office,
but hybrid work still affects traffic during the
week. Rising costs due to inflation and
supply shortages, such as eggs, have
squeezed bottom lines. Layoffs in the tech
industry have brought about uncertainty,
leading to reduced personal spending.
Another hardship has been the closing of
Downtown favorite, Draeger’s, which has
been a hub of our community for decades.
Downtown San Mateo grapples with
common challenges for all business
districts. Looking back at the Revv Up
Downtown survey, Downtown visitors
sought improvements in cleanliness, variety
of stores, and available public seating.
Businesses voice discontentment around
rising costs, inconsistent foot traffic,
difficulty finding employees, and other day-
to-day challenges. 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, a
welcoming community, and lively
atmosphere as the main reasons for
selecting Downtown San Mateo.
MAY 2025 3
The Downtown San Mateo Association
(DSMA) continues to strengthen its role as a
champion for Downtown’s businesses and
community. The updated Business
Improvement District (BID) assessments,
approved by City Council in 2022, have
allowed DSMA to expand operations and
better support the district. These resources
remain essential for keeping Downtown
clean, safe, and vibrant while fostering
strong partnerships with the City of San
Mateo and local organizations.
Since joining DSMA in July 2023, Executive
Director Mackenzie Jakoubek has focused
on building relationships, amplifying DSMA’s
presence, and improving operations. DSMA
has prioritized collaboration, working with
San Mateo Parks & Recreation, the City
Manager’s Office, Self-Help for the Elderly,
Age-Friendly San Mateo, B Street Boosters,
the San Mateo Area Chamber of Commerce,
and many BID members to bring more
energy, events, and resources to Downtown.
This year also brought changes to DSMA’s
Board of Directors, with two valued
members, Martin Kent and Tyson Mao,
stepping down, and Jillian Thomas, Vice
President of Operations at Mills-Peninsula
Medical Center, joining the board. The
leadership and dedication of the board
continues to guide DSMA’s efforts in
strengthening Downtown. Looking ahead,
DSMA remains committed to expanding
marketing initiatives, activating public
spaces, and fostering a thriving business
environment.
FY 2024-25 ANNUAL REPORT
DSMA OVERVIEW
MAY 2025 4
President, Lew Cohen, B Street Books
Vice President, Colleen Rafferty,
Christensen & Rafferty Fine Jewelry
Treasurer, Cathy Levitt, Tri Counties Bank
Robert Anderson, Downtown Resident and
retired San Mateo PD
Steve Carey, LifeMoves
Lorry Morales, La Pinata
Jillian Thomas, Mills-Peninsula Medical
Center
Joe Sully, Downtown Building Owner
Susan Uzunoglu, Susan’s European Beauty
Mackenzie Jakoubek, Executive Director,
DSMA
DSMA BOARD
DSMA activities focus on Community Engagement, BID Member Engagement, and Civic Partnership.
FY 2024-25 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 FISCAL YEAR 2024-25
Jazz on B Street
Jul 13 & Mar 1 with the Naveen
Schwartzkopf Quartet
Aug 30 with Peter Carlozzi
Jan 11 with Swingatto
Mar 29 with the Sizzling Cactuses
B Street Train (August 11): DSMA and
co-sponsors Florian Orthodontics and
CAMedu brought kid-sized fun to
Downtown with the B Street Train. The
first 200 kids got an extra treat of free ice
cream from Cold Stone Creamery.
North B Street Fiesta (Aug 25): North B
Street merchants welcomed loyal
customers and newcomers to their
annual block party with community
booths, prizes, mariachi music, folkloric
dancing, and more. DSMA sponsored
MAY 2025 5
and helped with coordination and
promotion.
September Nights on B (Sep 7 & 14): A
Downtown San Mateo favorite! DSMA
supported these lively City concerts
through sponsorship, promotion, and
participation.
FY 2024-25 ANNUAL REPORT
COMMUNITY EVENTS CONT’D
San Mateo Arts & Culture Fest (Sep
28): This day-long event offered a variety
of live music, cultural entertainment, local
arts, and family-friendly activities on B
Street and Baldwin Avenue, presented by
the San Mateo Area Chamber of
Commerce and the San Mateo County
Office of Arts & Culture. DSMA was a
sponsor and assisted with coordination.
This year, DSMA created a scavenger
hunt for kids featuring Mateo the Fox.
BOOs on B Street & Trick or Treating
(Oct 26): A close collaboration between
the City of 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, a creepy-crawly
petting zoo, crafts, a selfie station, and
other Halloween activities. DSMA
coordinated with 42 Downtown
merchants who provided candy to
adorable trick-or-treaters.
Small Business Saturday & Jazz on B
Street with the Sizzling Cactuses
(Nov 30): Aragon High School jazz trio,
the Sizzling Cactuses, delighted holiday
shoppers and diners on B Street. DSMA
promoted local merchants for national
Small Business Saturday.
Las Posadas (Dec 7): 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. Spanish-language
Christmas carolers sang throughout the
block. The event was coordinated by the
North B merchants with DSMA support.
HEAD WEST Marketplace 2024 (Dec 8
& Dec 22): HEAD WEST Marketplace,
with the support of DSMA, brought 50
makers, crafter, artists, and other local
merchants to the pedestrian mall twice
in December. Downtown visitors were
delighted with the added shopping
opportunities in Downtown San Mateo.
Sounds of the Season
Dec 8 with Business Casual
Dec 8 with the Chamber Singers
from Hillsdale & San Mateo High
Schools
Dec 20 with the Merrie Olde
Christmas Carolers
MAY 2025 6
HEAD WEST Marketplace 2025 (Mar
16, Apr 20, May 18, Jun 15): Following the
success of HEAD WEST during the
Holidays, DSMA and the HEAD WEST
organization decided to bring the
market back every third Sunday of the
month. These events brought in much
requested diverse retail options to
Downtown.
Downtown San Mateo Boba Day
(April 27): Downtown San Mateo is lucky
to have a number of outstanding boba
shops in our district. To bring attention
to these businesses, DSMA hosted the
second annual 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 for “Downtown San Mateo’s
Favorite Boba 2025.”
Mother’s Day pop up (May 11): The first
100 mothers (of all sorts) were given
flowers, and families are encouraged to
use a beautiful floral selfie-wall to
commemorate the special day. Co-
sponsored by Lions Den Shave Parlor.
FY 2024-25 ANNUAL REPORT
COMMUNITY EVENTS CONT’D
Lunar New Year (Jan 25): Our second
annual Lunar New Year in Downtown
San Mateo provided an opportunity to
welcome the new year with our
community and collaborate with many
local businesses and organizations.
Sponsors and supporters included
Florian Orthodontics, the City of San
Mateo, San Mateo Parks and Recreation
Department, the San Mateo Area
Chamber of Commerce, and Sterling
Bank. Booth participants included Self-
Help for the Elderly, the Asian American
Curriculum Project, and the San Mateo
Public Library. Our Lion Dance parade
stops were Anton Patisserie, MY
Dumpling, Taste of Sha Xian, Tang Bar,
Dough Zone, East West Bank, Shuyi
Grass Jelly & Tea, Cathay Bank, Superstar
Dim Sum, Revolution Hair Studio, and
Fanloli Beauty.
A Kiss and A Song (Feb 14): As a bonus
for celebrating Valentine’s Day in
Downtown San Mateo, DSMA offered lip
print readings and romantic accordion
music. These extras set the perfect
Valentine’s mood.
MAY 2025 7
Heyy!!!
Me and my partner just moved to
San Mateo
This page has been really helpful
It’s so awesome that folks are putting
much more thought into the
programming on B Street. My partner
and I are moving closer to downtown,
looking forward to being able to
attend more of these events casually.
Thank you for organizing funcommunity events like these!They make San Mateo awonderful place to live.
I LOVE the newsletter.The information isseriously helpful.
The B Street pedestrian
corridor is one of my favorite
things about this town. Thanks
for always hosting events!
COMMUNITY FEEDBACK
MAY 2025
DSMA used social media, email newsletters, and DSMA.org to connect with the community.
Contracted with photographers to get event, business, and community snapshots that represent our lively Downtown for social media, website, and other marketing use Announced DSMA events, Downtown happenings, storefront openings & anniversaries, sales and promotions, City of San Mateo announcements, and Downtown businesses in the news.
Projected the Downtown “brand” by sharing images and videos of Downtown (both current and nostalgic), event recaps, highlights of district businesses, and by engaging with other San Mateo-related accounts to keep Downtown San Mateo in the conversation Brought awareness and excitement to campaigns such as Shop Small to Win Big and the Downtown San Mateo Restaurant Guide
New social media campaigns for FY2024-25 included “Reviewsday Tuesday” and “What’s happening Downtown this weekend”
This year, with the help of volunteer Amy Lee, we activated Google Analytics for DSMA.org to better understand how people are engaging with our website. Our three most-visited pages were the home page, the “Eat, Drink & Shop” landing page, and the restaurant guide. We also saw strong interest in information about Downtown events—even those not directly organized by DSMA.
To improve our marketing efforts, we began using tracking tools called UTM codes (short for "Urchin Tracking Module") on both digital and print ads and calendar listings. These codes help us see exactly where our website traffic is coming from. Thanks to this new tracking, we learned that our most effective ad placement this year was at the San Mateo On Ice rink, based on the number of visits it generated to our site.
DSMA’s social media outreach continued to grow. Since July 2024, DSMA’s Facebook reach has increased by 17% and we have gained 585 new followers. Our Instagram reach has increased by more than 41% and gained over 1,600 new followers. Our total email newsletter subscribers increased by over 180 community members and merchants.
FY 2024-25 ANNUAL REPORT
DIGITAL MEDIA
MAY 2025 9
FY 2024-25 ANNUAL REPORT
PRINT ADVERTISING & OTHER MARKETING
Increased Downtown San Mateo awareness by supporting local events such as the PAL fundraiser and Borel PTA culture fair
Posters and print ads placed in Central Park during San Mateo On Ice, the Autumn Moon Festival and Eggstravaganza
Updated the Downtown San Mateo Restaurant Guide and distributed them through Downtown businesses, community events, and Peninsula hotels Posters and flyers placed throughout the district and beyond to advertise DSMA events Engaged with local media
HEAD WEST Marketplace paid ad & community feature in Palo Alto Daily Post (see above) MAY 2025 10
MAY 2025
https://www.sfchronicle.com/totalsf/article/san-mateo-downtown-b-street-20230080.php FY 2024-25 ANNUAL REPORT
BID MEMBERENGAGEMENT
Shop Small to Win Big!
DSMA collaborated with the San Mateo Area Chamber of Commerce on the second annual “Shop Small to Win Big!” campaign for Small Business Saturday.
This year, we incentivized “shopping small” in San Mateo by hosting a prize drawing for those who uploaded a receipt from a locally owned business. Prizes were donated by Porterhouse, Golden Moon Gallery, Elements Massage, Fanloli Beauty, Fitphoria, and the San Mateo Arboretum Society (plus some businesses outside of Downtown).
In addition, we contracted with Worker B Marketing to create 8 short form videos highlighting small businesses (4 in Downtown and 4 in other areas of San Mateo). The businesses featured from Downtown were A2 Wine Bar, AAA Vacuum & Sewing, Taqueria Las Palomas, and No Filter Brazilian Medspa. We were so excited to share the stories of the small business owners who make Downtown San Mateo so special. The videos were hosted on YouTube, with landing pages for each featured business on DSMA.org. The efforts also included a Small Business Saturday proclamation by former Mayor Lisa Diaz Nash.
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.
MAY 2025 12
FY 2024-25 ANNUAL REPORT
On Small Business Saturday, DSMA
hosted a special Jazz on B performance,
and also provided hand-outs about small
businesses in the area
Reached out to new businesses,
providing a welcome guide and offering
DSMA support
Celebrated businesses who showed their
holiday spirit through the “Best Holiday
Decorating 2025” awards. This year, the
winners were Espetus and Lions Den
Shave Parlor
Supported North B merchants group at
meetings and acted as liaison to city
services when needed
Supported ribbon cuttings and other
business celebrations
Co-hosted Mix & Mingle with San Mateo
Chamber of Commerce, connecting
their members and ours
Downtown San Mateo Association
Member News email shared 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%
Collaborated with Downtown merchants
on community events, offering
sponsorship and partnering
opportunities to help enhance brand
recognition. For example:
B Street Train was sponsored by
Florian Orthodontics and CAMedu
who both hosted booths. Cold Stone
Creamery offered free ice cream to
kids, which helped move event
participants to their storefront.
For Lunar New Year, in addition to
offering sponsorships, 11 businesses
participated as parade stops. Lion
Dancers visited their storefronts,
performed a dance, and posed for
photos.
Lions Den Shave Parlor and DSMA
collaborated on a Mother’s Day pop
up, offering flowers and a floral selfie
wall to families celebrating.
MAY 2025 13
The Downtown San MateoAssociation, they’re fantastic andsuper willing to help wherever theycan.
Yvette Yong quoted on Palo Alto Online
FY 2024-25 ANNUAL REPORT
Created online form on DSMA.org for
the community to submit cleanliness
suggestions
DSMA Beautification & Improvements
Committee held district “walk-arounds”
to identify cleanliness and maintenance
problems
Evaluated which areas of Downtown
needed extra power washings beyond
what the City provides, and coordinated
two power washings of Downtown “hot
spots” and one of the B Street mural
Continued to distribute “Your Role in a
Clean Downtown” brochures, especially
to new businesses
Regular communication with San Mateo
Police Department, adding to the safety
and security of Downtown
Funded cleaning services: Downtown
porters picked up litter and addressed
other cleanliness issues 7 days a week
DOWNTOWN BEAUTIFICATION & CLEANLINESS
Encouraged businesses to decorate for
the holidays by awarding “Best Holiday
Decorating 2025”
Created new North B Street banners and
continued holiday banners
Worked with involved businesses to
make improvements on landscaping
Participated in discussions on the
creation of a new Downtown public
bathroom
Continued discussions with stakeholders
about creation of art murals on private
property
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.
MAY 2025 14
FY 2024-25 ANNUAL REPORT
ADDITIONAL CIVIC PARTNERSHIP ACTIVITIES
Engaged in “Revv up Downtown,” a
group facilitated by the City Manager’s
Office to activate Downtown, comprised
of Downtown San Mateo champions
Business outreach for City initiatives
including Business Watch, grant
opportunities, flood prevention, and
emergency preparedness awareness
Promotional support for City-sponsored
events including Central Park Music
Series, Winter Wonderland,
Eggstravaganza, and September Nights
on B
Maintained Walgreens community
window, ensuring fair use for community
organization advertising
Created online form on DSMA.org for
community comments
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 ReThink Waste, City
of San Mateo’s Economic Development
Manager, the Felton Institute, San Mateo
Police Department, and more
Worked to ensure the vibrancy of
Downtown by meeting with potential 3rd
party event organizers and pop-up
retailers
MAY 2025 15
FY 2024-25 ANNUAL REPORT
Initiate supplemental power washing services to enhance Downtown's cleanliness, offering cleaning services beyond what is provided by the City of San Mateo Continue pop-up and other events on the B Street Pedestrian Mall and beyond, bringing energy and visibility to Downtown
Continue to partner with City staff in support of Downtown Continue the Downtown walk-around with City staff, DSMA board members and stakeholders to identify areas that need attention
Refresh, print, and distribute the printed Downtown San Mateo Restaurant Guide and Your Role in a Clean Downtown brochure
Sponsor and promote Downtown events coordinated by other groups (eg. Music in the Park, San Mateo County Pride Celebration, September Nights on B Street, etc.) Regular updates to City Council to share information about Downtown activations, special events, and Downtown business news
PROGRESS ON FY 2024-25 GOALS
GOALS
Last fiscal 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
MAY 2025 16
CONTINUING EFFORTS
Expand marketing efforts to outside immediate San Mateo area Develop a communications plan to further the DSMA brand FY 2024-25 ANNUAL REPORT
Implement targeted messaging campaigns throughout the year which will feature various Downtown attributes
Hire a third party to conduct a financial review
Create relationships with developers and tech companies coming into the area 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 and improve 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
Explore the possibility of college intern helping with DSMA operations and events Restart hotel magazine ad campaign (we are evaluating the best use of our marketing budget)
DELAYED
MAY 2025 17
DSMA will continue with our successes from FY 2024-25, growing projects as needed and making coordination more efficient. In addition, DSMA aims to achieve the following in FY 2025- 26:
Explore long-term sustainability of DSMA through incremental increase of BID assessments and/or alternative revenue sources
Support the City of San Mateo with the Downtown Specific Plan Recruit at least 2 new DSMA Board members; update and establish clear guidelines for board member participation
Add new features to DSMA.org that will bring more organic traffic to the site, continue to evaluate success through Google Analytics
NEW GOALS FOR FISCAL YEAR 2025-26
FY 2024-25 ANNUAL REPORT
PROPOSED DSMA EVENTS FISCAL YEAR 2025-26
July 20: HEAD WEST Marketplace
July (date TBD): Pop up event
August 3: B Street Train
August 17: HEAD WEST Marketplace
August 24: North B Fiesta (North B
Merchants with DSMA support)
September 11 & 18: September Nights on
B (City of San Mateo event, DSMA will
support)
September 21: HEAD WEST Marketplace
September 28: San Mateo Arts & Culture
Fest (San Mateo Area Chamber of
Commerce & SMC Office of Arts &
Culture event with DSMA support)
October 19: HEAD WEST Marketplace
October 25: BOOs on B Street
(collaboration with City of San Mateo
Parks & Recreation Dept)
November 16: HEAD WEST Marketplace
November 29: Small Business Saturday
(booth with information and giveaways,
music performance)
December 6 or 7: Las Posadas (North B
Merchants event with DSMA support)
December 6 or 7: Pre-Holiday Train
entertainment
December 15: Pop up holiday music
event featuring San Mateo high schools
December 21: HEAD WEST Marketplace
MAY 2025 18
FY 2024-25 ANNUAL REPORT
PROPOSED DSMA EVENTS CONT’D
January 24 (tentative date): Lunar New
Year
January (date TBD): Pop up event
February 14: Valentine’s Day pop up
February (date TBD): Pop up event
March (date TBD): Pop up event
March (date TBD): HEAD WEST
Marketplace
March or April (TBD): Tentative CSM
collaboration
April (date TBD): HEAD WEST
Marketplace
Late April (date TBD): Downtown San
Mateo Boba Day
May 10: Mother’s Day pop up
May (date TBD): HEAD WEST
Marketplace
June (date TBD): HEAD WEST
Marketplace
June (date TBD): Juneteenth or Pop up
event
Additional pop up events will be added as budget and schedules allow.
MAY 2025 19
FY 2024-25 ANNUAL REPORT
BUDGET
Fiscal Year 2024-25 was DSMA’s second year with the latest assessment modifications approved by City Council. FY2023-24's final revenue ($443k) was substantially higher than budgeted for two main reasons: a generous one-time $11,000 grant was awarded to DSMA from Flood Free San Mateo, and a small number of businesses’ fees were over-collected due to an error. This error has been corrected, but this led to the overage in FY2023-24 and a slight under- budget revenue total for FY2024-25.
DSMA will continue to seek event sponsorship revenue in the future. Sponsoring activities Downtown is a way for businesses and community organizations to show their whole-hearted support for Downtown San Mateo activation. Although the sponsorships don’t completely cover event costs, they help to subsidize the fun and engaging activities in the district.
The expense highlights are:
Programmatic
Community events
Banners
Civic Partnership
Downtown Cleaning
Marketing
Advertising and Promotion
Social Media contractor
Photographer
Payroll & Professional Services
Administration
A small contingency fund for unplanned expenses
We also maintain a cash reserve of approximately $240k (as of 3/31/2025) held in a money market account. These funds would help cover any unexpected large expenses.
DSMA is incredibly grateful for the use of office space granted by the City of San Mateo. We redirect that savings 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 2025-26
MAY 2025 20
FY 2024-25 ANNUAL REPORT
MAY 2025 21