DOWNTOWN STOCKTON ALLIANCE // 2022 ANNUAL REPORT
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2022 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
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DOWNTOWN STOCKTON ALLIANCE // 2022 ANNUAL REPORT
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MARKETING
ECONOMIC DEVELOPMENT
2022 & 2023 BUDGETS
SPECIAL EVENTS
GOALS FOR 2023
BOARD OF DIRECTORS
LETTER FROM THE CEO
DSA STAFF
DOWNTOWN BY THE NUMBERS
14 15
17 19
21 5
6 8
10 For decades, Downtown Stockton was an
urban core awaiting renaissance. Today, we
are experiencing new investment & business
openings, housing development, and an
explosion of cultural and arts initiatives.
The Downtown Stockton Alliance (DSA) is a
major partner contributing to environmental
improvements and economic development
downtown. We are an advocate for great
downtown projects, a partner in strategies for
promoting investment, and a liaison to many
community partners interested in downtown
events and opportunities.
DSA oversees the safety, maintenance, and
hospitality of downtown; supports public and
private partnerships; encourages investment;
co-sponsors special events, arts, and cultural
activities downtown. These efforts are funded
through the 123-square block Downtown
Property Based Business Improvement District
established in 1997 and recertified in
2002, 2007 and 2017. Our PBID promotes
business, housing, arts & entertainment to
help create a vibrant, sustainable, and urban
community in Downtown Stockton.
TABLE OF CONTENTS
OUR MISSION
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2022 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
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DOWNTOWN STOCKTON ALLIANCE // 2022 ANNUAL REPORT
5 2022 BOARD OF DIRECTORS
TONY YADON
Parents By Choice
MARCIA CUNNINGHAM
San Joaquin County
CARLOS JIMENEZ
MXGlobal
DAVID LIPARI
SJ Regional Rail Commission
TINA MCCARTY
City of Stockton EDD
MAHALA BURNS
Cort Companies
MERAB TALAMANTES
SJ Regional Transit District
BEJAN BROUKHIM
Property Owner
BEJAN BROUKHIM
Simply Divine Inc.
KARI MCNICKLE
SJ Bike Coalition
DONNA WILLIAMSON
SJC Office of Education
JACOB BENGUEREL
San Joaquin Family Law
Not Pictured:
STEVE KIHL
THAU, Stockton
Police Department
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2022 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
6 MESSAGE FROM THE EXECUTIVE DIRECTOR
2022 was the year that
everything seemed to
return to normal after the
pandemic devastated many
Downtown businesses.
Interest in investment from
property investors and new
businesses took an upturn.
People returned to watching
movies in the theater, shopping
in boutiques, and eating
at their favorite Downtown
Stockton restaurants.
The Downtown Alliance
team was very busy keeping
Downtown clean and safe;
expanding the Safety
Ambassador program;
continuing operation of the
Bathroom/Shower unit at
St. John’s Church for the
unsheltered; creating new
content for our social media
platforms and on our newly
launched website; adding
a new space for people to
gather in Diversity Plaza (the
old Hunter Square); managing
several grants that will have
a positive impact on the look
of the Downtown District; and
installing a mural of the majestic
Hotel Stockton - the first in our
new series, “Historic Postcards
of Downtown” - which can be
found on the Bridge Street
side of the iconic hotel.
Throughout the year we
continued hosting established
Downtown events, but also
introduced a few new ones.
The monthly Talk to Downtown
series hosted by our Director
of Economic Development,
Courtney Wood, continued with
some great guests. In May, we
supported Flavor Fest by doing
infrastructure improvements
and banner placement for the
event. Also in May, we continued
the “Jazz in the Plazz” music
series with UOP’s Take Five jazz
group lead by Patrick Langham.
In August, we partnered with
the San Joaquin County District
Attorney’s office for National
Night Out. Throughout the
month of September, we added
another Janet Leigh Plaza
music series featuring A Touch
of Magic, part of the Latin Magic
band lead by Peter Castanon.
In late September, we held
the 2nd annual Mid-Autumn
Moon Festival in Chung Wah
Lane. October saw our last Full
Moon Rider’s event where we
introduced our latest Spirits
of Downtown episode, which
investigated the Waterfront
Warehouse for paranormal
activity. In December, we
participated in toy drives for
Hell’s Angels, Parents by
Choice, and the TLC School for
Homeless Children Foundation.
In 2022 we hired two new
marketing staff to handle
photo and film content and
to manage our very busy
social media platforms. We
welcomed Shaun Chatrath and
Gynae Davalos to our team.
As we close out the year the
DSA will be moving into its new
building in late December. We
will be occupying the 5th floor
of the historic Belding Building
at 110 N. San Joaquin beginning
operation there January 3rd. We
will miss the B&M Building that
the DSA has called home for
the last ten years; the amazing
view of the waterway and Janet
Leigh Plaza; and the resident
3rd floor ghost, Lydia; but we
have grown out of the B&M,
and the Belding is a perfect fit
for our need for more space.
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MESSAGE FROM THE EXECUTIVE DIRECTOR
I would be amiss if I didn’t
mention the amazing staff that
works very hard to keep the
Downtown District clean, safe,
and active for our residents,
visitors and the employees
that work in the Downtown.
These dedicated people work
tirelessly behind the scenes,
and I can’t thank them enough
and I couldn’t be prouder to lead
them. Make sure when you see
one of the maintenance crew
or a Safety Ambassador to tell
them thank you for all they do.
Lastly, I want to say what
an honor it is to serve at the
pleasure of the DSA Board.
These professionals that are
connected to Downtown either
as a resident, business owner,
property owner, employee,
or municipal representative
volunteer their time to give
direction, policy review, and
oversight to the organization.
Their commitment to the
Downtown District is invaluable.
I am looking forward to 2023.
We will be taking on some
projects as a strategic partner
with the City and County on
programs to make the Downtown
District even better and will
help drive commerce to our
businesses and event venues.
Michael Huber
DSA Executive Director
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JOHNNY PALACIOS
Projects Manager
COURTNEY WOOD
Economic Development Dir.
ARNDREA WATERS
Safety Ambassador
SHIRLEY GRIFFITH
Ambassador
DSA STAFF
SHAUN CHATRATH
Digital Media Manager
CHARISSE LOWRY
Office & Operations Manager
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DOWNTOWN STOCKTON ALLIANCE // 2022 ANNUAL REPORT
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2022 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
12 910910
HOSPITALITY HOURSHOSPITALITY HOURS
DEMOGRAPHICS
4,846
PUBLICATIONS
4,240
VISITORS ASSISTED
1,334
BUSINESS CONTACTS
HOSPITALITY
Population
within 1 mile
Employment
Rate
HOSPITALITY
ESCORTS
Average
IncomeHouseholds Families
41 DISTRIBUTED
456
EVENTS ADDED
TO CALENDER
SAFETY
5,796 156 25 120
22,737 7,653 4,118 89.81% $45,234.13
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DOWNTOWN STOCKTON ALLIANCE // 2022 ANNUAL REPORT
13 MAINTENANCE
PBSU PROGRAM
234
6,541
14,907 230
1,892 1,600 155
400+
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MARKETING
2022 was a pivotal year for the Downtown
Stockton Alliance marketing team. With new
members, including myself, joining the group, it
was necessary to adjust to what has made the
Downtown Stockton Alliance work in the past
while also pushing the organization forward.
Having a team with backgrounds in journalism and
filmmaking allowed for a wave of fresh creative
ideas to take center stage. During this past year,
we featured eight businesses on our series
Doorways to Downtown, and all 12 episodes of
our monthly show Talk to Downtown were live-
streamed (the latest four episodes streamed
through our new multiplatform system, which
allows us to air on Y ouTube, Instagram, Facebook,
and Twitter simultaneously). In addition, the 7th
episode of Spirits of Downtown featuring the
Inspire Beauty Academy premiered at our annual
Full Moon Riders event to unanimous applause
from those in attendance. We also hosted two in-
person community events and went live via
Instagram at eight locations throughout
Downtown Stockton.
Ticket giveaways through our social media
pages for downtown events such as Ports games,
Stockton Kings games, and Stockton Arena shows
helped increase the number of people spending
time downtown. These giveaways have received
massive positive feedback from our followers
and will continue to grow during the coming
year. Along with utilizing our social media pages
as a means of promotion, we also sent monthly
e-newsletters to our subscribers and partners that
provide further information on downtown events
and new media content created by the Downtown
Stockton Alliance.
All of these new efforts in terms of marketing
resulted in an 8.2% follower growth on our
Instagram, 6.3% growth of our Twitter followers,
and 1.6% growth of our Facebook followers.
Part of this growth has stemmed from a City of
Stockton ARPA grant the DSA received for Digital
Marketing to help improve the reach of downtown
businesses, events, and announcements. Along
with our social media pages, we also had an
increase in traffic on our brand-new Downtown
Stockton Alliance website. This new redesign of
our site launched towards the end of the year
with a fresh, modern look and a more accessible
navigation system than our previous site.
Going into 2023, the DSA marketing team
looks to continue what we have created in the
previous year while also setting a new standard
of excellence. A massive part of this plan includes
increasing our social media posts’ visual appeal,
further expanding the reach of our content through
the ARPA grant mentioned above, improving
the promotion of our excellent staff, specifically
our maintenance and safety ambassadors, and
focusing our shows on emphasizing storytelling
that will allow our audience to resonate with
the culture and beauty of Downtown Stockton.
Furthermore, the Downtown Stockton Alliance
marketing team will be highlighting the impact of
improvements to downtown’s appearance being
made possible
through the American Rescue Plan Act grants,
such as the facade and window wrap programs,
mentioned on the next page by our Economic
Development Director, Courtney Wood.
Overall, we at the Downtown Stockton Alliance
are incredibly proud of the work done by everyone
in our organization and those who work, live, and
invest downtown. Downtown Stockton is a district
with endless potential to be a top tourism spot
in Northern California. We are home to diverse
businesses, a beautiful waterway, vibrant event
venues, and, most importantly, wonderful people
who work daily to improve this area. Our job at
the Downtown Stockton Alliance is to highlight
these treasures!
See ya Downtown,
Shaun Chatrath
DSA Digital Media Manager
2022 GROWTH
Instagram Followers YouTube Lifetime ViewsTwitter Followers Facebook Followers Website
11, 191 4,739 7,756 16,727
+8.2%
76,952 Unique Vistors
108,865 Page Views
+6.3% +1.6% +11.1%
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NEWSLETTERS:
SCAN THIS QR CODE
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DOWNTOWN STOCKTON ALLIANCE // 2022 ANNUAL REPORT
15 2022 STATS
ECONOMIC DEVELOPMENT
2022 was a busy year for the DSA’s economic
development department, especially in terms of grant
funding!
We were fortunate to apply for and receive
$100,000 of City of Stockton ARPA funding for the
social media marketing of Downtown events and
job listings through 2022/2023, and $1,141,946 of
SJC County ARPA funding to support our Downtown
Stockton business owners and property owners
through window repair reimbursement; chamber
membership/business development workshop
reimbursement; window wraps; and similar programs
which are launching in 2023! We also were awarded
additional 2022/2023 ESG-CV funding from the City
of Stockton for operation of our Portable Bathroom
and Shower Unit, and collaborated with the City of
Stockton to lay the groundwork for a new Downtown
Business Façade Improvement Program to be
launched in 2023 – a program which will offer up
to $25,000 per applicant for façade improvements
such as awnings, paint, windows, and outdoor dining
enclosures while funding lasts. For more information
or to apply for any of the ARPA programs mentioned
here, please visit the QR code at the bottom of the
page. Many of these programs are operating on a
first-come, first-served basis while funding lasts –
don’t wait!
Downtown real estate was in demand in 2022!
Over the course of the year, at least 50 properties
were sold within the district, and at the end of the year, there were 40 properties listed in our directory as for sale and/or lease. We also continued the fifth year
of our #propertymondays social media campaign,
featuring 24 unique Downtown Stockton properties
in 37 #propertymondays posts on Facebook and 36
#propertymondays posts on Instagram. These posts
kept eyes on Downtown opportunities, reaching
16,732 accounts on FB/60,669 accounts on IG,
and helping to draw 3,615 views of our real estate
directory pages.
The climate for Downtown business this year
remained similar to 2021 conditions, with business
openings almost equivalent to closures. At the end
of 2022, there were 417 businesses listed in our
Downtown Stockton directory. We noticed a trend
toward more retail, salon/beauty, and restaurants this
year - here are a few Downtown businesses which
launched in 2022:
• Daniyal Transit
• Makers Made
• Savoy’s Southern Soul
• ShareSTAFF
• LaTrae’s House of Styles
• Zari’s Ocean Gold Sea Moss
• Main Street Gifts
• Estrella’s Mexican Restaurant
• Downtown Cycles
• Ashley’s Zen Therapy
• Restaurant Siete Mares
• Ink Em Out Tattoo Dept.
• Quartz Corner
We are happy to share that all of the DSA’s
Downtown Stockton Enterprise Loan Fund (DSELF)
business recipients completely paid off their loans in
2022! This means we currently have plenty of DSELF
funding available; consider DSELF if you are looking
for a low-interest loan to grow your business or
improve your property. For information about DSELF
eligibility and requirements, visit the webpage:
https://www.downtownstockton.org/invest/business-
resources/dself/.
In 2022, we continued production of our three
regular video series – Talk to Downtown, Doorways
to Downtown, and Spirits of Downtown. We hosted
12 new episodes of Talk to Downtown, adding a new
streaming platform mid-way through the year which
allowed us to reach multiple social media channels
simultaneously. Our 2022 guests were:
• Public Works Deputy Director Chad Reed on
City of Stockton operations and maintenance
• HASJC Executive Director Peter Ragsdale on
housing in SJC
• SJ Public Library Manager Amanda Luna on
the library’s public programs
• City of Stockton Public Works, Parks Division
Project Manager Susan Christy on Stockton
parks
• SJC District Attorney Tori Verber-Salazar
on the SJC justice system and crime in
Downtown
• 211 SJC Program Manager Tamisha Allen on
resources for SJC residents
• City of Stockton Advanced Planning Senior
Planner Tristan Osborn on the City’s Zoning
Update
• DSA Operations Manager Charisse Lowry and
Ambassador Johnny Palacios on Downtown
operations and outreach
• City of Stockton Advanced Planner Cynthia
Marsh on the Housing Element Update and
Housing Action Plan
• City of Stockton Advanced Planning Manager
Matt Diaz on the Development Code Update
• SJC Continuum of Care Board Chair Kate
Hutchinson on homelessness in SJC
• DSA Executive Director Mike Huber with a
2022 DSA update
We added the following 8 businesses to our
Doorways to Downtown playlist:
• Parents By Choice
• The Downtowner
• D’lilah’s Cakery
• Makers Made
• The HUB
• GFAF Bakery
• Stocktown Nutrition
• Filipino American National Heritage Society
Museum
L
astly, we added a new Spirits of Downtown
episode which featured Inspire Beauty Academy at
the Waterfront Warehouse. Check it out if you want
to see what our paranormal investigation team found!
As communicators, we sent out 12 monthly
business owner enewsletters, 12 monthly property
owner enewsletters, and 5 special event/resource
enewsletters to keep you informed of DSA updates,
news, resources, investment opportunities, and
more. Be sure to follow us on social media or sign
up for our newsletters to get the most up-to-date
information about everything we are doing to serve
you.
As advocates, we wrapped up participation in
the International Economic Development Council’s
Pandemic Study; hosted discussions surrounding a
potential new Downtown park on Caltrans land; and
represented Downtown on an Ad Hoc Food Trucks
Park Committee that helped formulate criteria for
bringing food truck parks to Stockton!
In summary, over the course of the past year,
we continued cultivating many of our ongoing
stakeholder support endeavors, but were also
granted the rare opportunity to sow new seeds from
which incredible changes will grow in 2023. Here’s to
an abundant new year!
Best,
Courtney Wood,
DSA Economic Development Director
YouTube Lifetime Views
12 Business
Owner
Newsletters
12 Property
Owner
Newsletters
ARPA Funds
Secured for
Downtown
Programs
+11.1%
+18.7% 47% Open Rate $1,241,94638% Open Rate
SCAN THIS QR CODE
TO LEARN MORE
ABOUT OUR NEW!
ARPA PROGRAMS:
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17 2023
INCOME
Assessments
Annual Security Revenue
Banner Income
Full Moon Riders
Contracts - WMN & Sanitation
Outside Service - Contracts
Outside Service - Miracle Mile
Outside Service - LAZ
Budd Alley Compactor Service
ESG / CV Restroom Funding - City
City Administration Fee
CDBG Restroom Funding - County
County Administration Fee
City CDBG
Lodi Ambassadors
Façade Program / City / ARPA
Façade Administration Fee
City Digital Grant / ARPA
Digital Grant Admin Fee
SJC ARPA Funding
SJC ARPA Admin. Fee
TOTAL INCOME
$1,199,081
$24,000
$7,100
$500
$65,681
$600
$65,220
$111,120
$12,000
$35,341
$5,500
$34,463
$6,000
$37,071
$257,500
$2,042,500
$204,250
$66,000
$10,000
$1,052,874
$89,072
$5,325,873
EXPENSES
Payroll & Benefits
Education & Networking
Advertising/Marketing
Event Expenses
Banners
Economic Development
WEB Projects/Security
Office Expenses & Supplies
Maintenance & Cleaning
Safety Ambassador Program
Lodi Ambassadors
Insurance
Taxes
Utilities/Rent
Professional & Fin. Services
Miscellaneous Expense
Reserves
TOTAL EXPENSES
NET INCOME
$1,345,800
$17,100
$18,600
$5,000
$9,900
$2,945,124
$158,000
$30,100
$126,040
$28,500
$2,000
$43,000
$1,025
$86,800
$38,300
$1,000
$10,000
$4,866,289
$459,584
2022
INCOME
Assessments
Annual Security Revenue
Banner Income
Full Moon Riders
Contracts - WMN & Sanitation
Equipment Rental
Outside Service - Contracts
Outside Service - Miracle Mile
Outside Service - LAZ
Budd Alley Compactor Service
CDBG Restroom Funding
TOTAL INCOME
$1,161,771
$24,000
$6,500
$2,000
$63,768
$300
$600
$52,200
$231,896
$12,000
$220,000
$1,775,035
EXPENSES
Payroll & Benefits
Education & Networking
Advertising/Marketing
Event Expenses
Banners
Economic Development
WEB Projects/Security
Office Expenses & Supplies
Maintenance & Cleaning
Safety Ambassador Program
Insurance
Taxes
Utilities/Rent
Professional & Fin. Services
Miscellaneous Expense
Reserves
Outside Service Projects
TOTAL EXPENSES
$1,010,029
$14,300
$24,000
$7,600
$5,200
$86,000
$258,000
$29,900
$128,000
$40,000
$41,000
$1,020
$79,500
$26,200
$2,000
$10,000
$12,286
$1,775,035
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19 Mid-Autumn Moon Festival
Full Moon Riders
Music in Janet Leigh Plaza
National Night Out
Community Resource Meetings
Downtown Business Watch
Parents By Choice Christmas Toy Drive
SJCOG RTP/SCS Working Group
Stockton Hell’s Angels Toy Drive
Stockton PD and SUSD Trunk or Treat
TLC School for Homeless Children Foundation Toy Drive
General
ASM Global
Bank of Stockton
Caltrans
City of Stockton (COS)
COS Economic
Development (EDD)
COS Parking
Cort Companies
Intl. Economic Dev. Council
LAZ Parking
Little Manila
Mexican Heritage Center
Miracle Mile Improvement
District
Parents by Choice
Port of Stockton
SJ Delta College
SJCOG
SJC Economic Development
Stockton Kings
Stockton Police Department
Stockton Ports
Visit Stockton
Full Moon Riders
Blazin’ Cajun
The HUB
La Placita
Misaki
Nash + Tender
SJ Bike Coalition
Mid-Autumn Festival
Chinese Benevolent
Association of Stockton
Central Valley Asian-
American Chamber
Chinese Cultural Society of
Stockton
Douglas Hsia
Filipino American National
Historical Society
Joy Neas
Locke Foundation
Val Acoba
National Night Out
FED
COS EDD
COS Fire Dep.
COS PD
HATCH Workshop
La Placita
LAZ Parking
Misaki
Nash + Tender
Parents By Choice
SJ RTD
OUR 2022 PARTNERS
EVENTS PARTICIPATED IN
SPECIAL EVENTS & PROJECTS
EVENTS HOSTED OR ORGANIZED
Doorways to Downtown
Downtown Vlog
PBSU Homeless Shower Program
Spirits of Downtown
Talk to Downtown
Diversity Plaza
PROJECTS
SJC District Attorney’s Office
SJCOE
Stockton City Council
Stockton Kings
Stockton Ports
The Write Place
Visit Stockton
PBSU
City of Stockton
Loads of Hope Laundry
Orlando’s Deli
Ready to Work
San Joaquin County
SJC Public Health Services
St. John’s Episcopal Church
Talk To Downtown
COS Advanced Planning
COS Public Works
COS Public Works Parks
Division
SJC 211 Program
SJC Continuum of Care
SJC District Attorney’s Office
SJC Housing Authority
SJC Library
Music To Our Ears
Hotel Stockton
The HUB
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DOWNTOWN STOCKTON ALLIANCE // 2022 ANNUAL REPORT
21 • Manage City ARPA business façade
improvement grant.
• Manage SJC ARPA grant for bus passes,
parking passes, chamber membership
reimbursement, window repair
reimbursement, banners program,
window wraps, and trash enclosure.
• Continue operation and maintenance
of the Portable Bathroom & Shower
unit at St. John’s Church through June
2023.
• Expand the outreach of our Safety
Ambassador program and
collaboration with Stockton PD.
• Continue with our webinar series Talk to
Downtown, Spirits of Downtown, and
Doorways to Downtown.
• Promote our DSELF program.
• Continue hosting music in Janet Leigh
Plaza
• Continue to advocate for property
owners.
• Recruit, support, & promote downtown
businesses.
2023 GOALS
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110 N. San Joaquin Street, 5th Floor
P .O. Box 2375
Stockton, CA 95201
www.downtownstockton.org
POSTAGE
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