DOWNTOWN ACTION ORGANIZATION
Overview of work conducted by the
Downtown Action Organization in the
Downtown Santa Rosa Community
Benefit District in fiscal year 2024
(January 1 through December 31, 2024)
Prepared by:
Cadance Hinkle Allinson
Executive Director
www.downtownsantarosa.org
2024 ANNUAL REPORT
DOWNTOWN ACTION ORGANIZATION
2024 ANNUAL REPORT
During 2024, the sixth year of operation, the Downtown Action Organization (DAO) continued to oversee the budget, manage special projects, maintain assets and administer special services for the Downtown Santa Rosa Community Benefit District.
Santa Rosa Downtown District Assessments
There was a 5% increase in property assessments in the 2024 Fiscal Year (January 1 through December 31, 2024). The full anticipated amount collected from properties located within the District (page 4) where special benefit services were conducted in 2024 was $564,504. This reflects payments due on November 1, 2023 and February 1, 2024 and does not include any delinquent payments made after August 1, 2024.
Budget and Expenditures for 2024 Fiscal Year
An unbudgeted amount of $98,331 was raised to fund special projects and programming. $94,596 of which was spent.
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Special Benefit Category
Amount Budgeted Amount Spent
$ % $ %
Primary District Services
safety, sanitation and maintenance services 346,000 61 345,697 62 District Management
advocacy and project management,
staffing and administrative support
173,900 30 172,378 31
Project Maintenance
maintenance of improvement projects 17,000 3 30,709 6
Marketing / Website
website and social media support 14,000 2.5 5,425 1
Contingency 19,602 3.5 0 0
Total $570,502 100% $554,209 100%
PROJECT MAINTENANCE
PRIMARY DISTRICT SERVICES
Past infrastructure or improvement projects installed or managed by the DAO require ongoing maintenance and attention throughout the year by experienced contractors. They include:
Sidewalk Trees
Wayfinding Signage
DOWNTOWN ACTION ORGANIZATION2024 ANNUAL REPORT
Street level services, focused on sanitation, maintenance and safety within the District, are fulfilled through the DAO’s contract with NexStreet. Nexstreet employs five dedicated staff members in Downtown Santa Rosa. The chart below reflects a summary of tasks completed during the 6,808 hours worked in 2024.
Data is collected via Jia, NexStreet’s technology solution that tracks employees in the field, manages tasks and collects task data to help predict trends in the District. 02 SPECIAL BENEFIT SERVICES
FOR 2024 FISCAL YEAR
Sidewalk Planters
Decorative Lighting
DISTRICT MANAGEMENT
SPECIAL PROJECTS
In 2024, the DAO raised $67,875 through local funders to pilot the Rose-E Trolley program and test the feasibility of cross town transportation as a means of addressing connectivity issues.
The pilot program proved a greater need for regular family friendly activities and programming geared toward tourists.
A shortened, more consistent trolley service might be
warranted, though it was not recommended to expand the
program as it was piloted.
The DAO also worked with the City to install planters
and banners on Courthouse Square, bringing color and
dimension to the heart of Downtown. The DAO will manage these installations moving forward.
new social
followers
2,453
03 District management fees includes advocacy and project management, DAO staffing, office space, ongoing management of all legal requirements, financial and administrative services and communication to Downtown community. In 2024, the DAO worked with City staff and elected officials on policies with direct impacts to Downtown community, including launching the Vacant Building & Land program and ongoing work for the SR Now marketing package and website.
SPECIAL BENEFIT SERVICES
FOR 2024 FISCAL YEAR
In March, a new Downtown website was launched that has seen over 88,000 visits in 2024. The website promotes community events, new businesses and programming taking place in the Downtown. 54% of the audiences that engage with Downtown social channels (Facebook and Instagram) live in Santa Rosa.
DOWNTOWN ACTION ORGANIZATION2024 ANNUAL REPORT
04 17
Businessesopened in 2024
13 Businessesclosed in 2024
DOWNTOWN SANTA ROSA DISTRICT
BENEFIT ZONE MAP
DOWNTOWN ACTION ORGANIZATION2024 ANNUAL REPORT
The DAO is a 15 member Board of Directors led by a five member Executive Committee. All meeting agendas and notices are published 72 hours prior to each meeting online as well as at 50 Old Courthouse Square, Suite 110, Santa Rosa, CA 95404.
Minutes from all meetings can be found at
downtownsantarosa.org/districtnews.
2024 DAO Board Members
*indicates new member in 2024
Chair: Hugh Futrell, Hugh Futrell Corporation
Vice-Chair: Pauline Block, Cornerstone Downtown
Secretary: Chris Denny, The Engine is Red
Treasurer: Danielle Nelson, Simon Properties / Santa Rosa Plaza Past Chair: Natalie Balfour, Airport Business Center
Beau Anderson, Sonoma Clean Power*
Leeanna Ausiello-Kane, AGA Acquisitions / Ausiello’s
Zach Berkowitz, Downtown Property Owner
Britt Cooper, Exchange Bank
Daryel Dunston, City of Santa Rosa
Nicole Gaddis, California Luggage
Caitlin Kurasek, La Rosa Tequileria
Ken Lafranchi, Lafranchi Architecture & Development
Argo Thompson, The California Theatre
Don Tomasi, TLCD Architecture
05 DOWNTOWN ACTION ORGANIZATION2024 ANNUAL REPORT
DOWNTOWN ACTION ORGANIZATION
BOARD OF DIRECTORS
[email protected]
707-636-2845
www.downtownsantarosa.org
THANK YOU
The support of City of Santa Rosa staff and members
of council, as well as property and business owners
within the District has been instrumental to another
impactful years of operations in Downtown Santa
Rosa.
Please don’t hesitate to reach out with any questions
or suggestions for how we can continue to improve
and grow our community.
06 DOWNTOWN ACTION ORGANIZATION2024 ANNUAL REPORT