DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
11 ANNUAL REPORT
2024
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
22 EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
33 BOARD OF DIRECTORS
LETTER FROM THE EXECUTIVE DIRECTOR
DSA STAFF
DOWNTOWN BY THE NUMBERS
OFFICE, OPERATIONS, & MAINTENANCE REPORT
COMMUNITY AMBASSADOR PROGRAM REPORT
ECONOMIC DEVELOPMENT REPORT
MARKETING DIVISION REPORT
PROJECTS MANAGEMENT REPORT
KOREA WEST PROGRAM
2024 & 2025 BUDGETS
SPECIAL EVENTS
GOALS FOR 2025
5 6
8 10
14 15
16 17
18 19
21 23
25 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
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
44 EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
55 2024 BOARD OF DIRECTORS
TONY YADON
Parents By Choice
TINA MCCARTY
City of Stockton EDD
MAHALA BURNS
Burns Group
DONNA WILLIAMSON
SJC Office of Education
JACOB BENGUEREL
Law Office of Jacob L. Benguerel
DAVID LIPARI
SJ Regional Rail Commission
JOE MICHAEL
Pacific Development Group
Not Pictured:
FARROKH YAZDI
YCPM Historical Stockton LLC
CONNIE HART
San Joaquin County
MATTY AMEN
Huddle Cowork
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
66 MESSAGE FROM THE EXECUTIVE DIRECTOR
Another year of fulfilling our
mission of keeping Downtown
Stockton clean and safe. As I
reflect on 2024, It is difficult to list
all the great things this loyal and
hard-working team of employees
do for Downtown Stockton. I will
try and capsulize the year below.
While you are sleeping, the
Maintenance Teams are working
hard in their assigned areas to
make sure that when Downtown
residents wake up, Downtown
workers show up, and visitors
who tour our Historic Downtown
sites or eat at our amazing
restaurants arrive, they see
a sparkling, clean Downtown
District. I think we have one
of the cleanest Downtowns in
the nation because of these
hardworking folks. I am proud
and thankful for the work they do.
24 hours a day, the Community
Ambassadors are the eyes and
ears for Downtown Stockton.
Whether it is helping someone
find their way, jump-starting a
stranded car, offering services
or resources to the unsheltered
to help them get off the streets,
or reporting a crime to the
Stockton Police Department,
they make Downtown safer
with their presence. Their
goal is to help anyone and
everyone in Downtown.
Economic Development was
busy working to approve new
DSELF Loans; finishing the
City’s American Rescue Plan
Act (ARPA) Business Façade
Improvement Grant Program;
beginning administration of a SJC
Façade Enhancement Program;
and continuing to manage the
County’s ARPA Programs, like
the Broken Window Repair
Reimbursement Program, the
Entrepreneur Support Program,
free parking for StocktonCon
attendees, and the Window Wrap
Program to dress up storefronts.
We continued these programs
with a goal of helping our property
and business owners continue to
recover from the losses of the
pandemic. We also hoped that
the programs we administrated
showed the value of being a
property or business owner in the
Property Improvement District.
This year, we were able to
get additional ARPA funding
to promote Downtown. Part
of the ARPA money was used
for a second run of our 2023
television commercial that
highlighted the great restaurants,
sports, entertainment venues,
and historical landmarks in
Downtown Stockton. We made
a few tweaks to the commercial
and ran it again on Fox 40 within
a 50-mile radius, starting in
December of 2024 and running
through January 2025. We also
ran it on a loop at the spectacular
Magic Ocean Lantern Festival at
Banner Island Ball Park on the big
screen and four large screen TVs.
Speaking of promoting
Downtown Stockton, our amazing
marketing team continued
boosting our social media
platforms so we could reach and
attract more people to Downtown.
Our ongoing video series, Talk
to Downtown, features guests
that talk about what is going
on in Downtown; Doorways to
Downtown highlights Downtown
businesses; Walk with Weber’s
self-walking tour preserves
knowledge of historical
buildings; and this year’s Spirits
of Downtown episode explored
the Main Hotel – known for the
murder of Albert N. McVicar by
his wife Emma LeDoux, who was
later arrested and convicted of
the crime. Thanks to ad dollars,
these videos have received
thousands of views on Y ouTube.
As the team continues to work
with promoters to market all the
festivals, shows, concerts, and
sporting events in Downtown,
we also sponsored a few
ourselves. National Night Out
at the Banner Island Ballpark
was a great night bringing the
community together for free
admission to a Ports game that
EXHIBIT 1
MESSAGE FROM THE EXECUTIVE DIRECTOR
had exhibits, information
booths, food, fun games, and,
of course, an exciting Ports
baseball game. The Chinese
Mid-Autumn Moon Festival
in historic Chung Wah Lane
featured amazing Chinese,
Cambodian, and Vietnamese
dance and music acts, food,
and information booths. In
Partnership with Parents by
Choice, we held four Main
Street Markets on Main Street; the
community came out to eat, buy
handmade crafts, listen to music,
and dance under the iconic Bob
Hope Theatre marquee. We also
hosted Pictures with Santa in
partnership with the Children’s
Museum, which gave families the
opportunity to give their kiddos a
free photo with Santa and his Elf.
Working with the City’s Public
Works Department, we have
begun what we hope will be an
on-going series of crosswalk art.
The first two were the Stockton
Ports baseball team logo in front
of the Ballpark and the Kings
basketball logo in front of the
Arena. To fund these projects
without using property owners’
assessment money, we continue
to look for opportunities to earn
discretionary funds, like providing
maintenance services to the
Miracle Mile — our neighboring
Improvement District and the
gateway to Downtown – and
maintaining public/private
partnerships with the City of
Stockton and San Joaquin
County, through which we
administrate several programs
and outside service agreements.
This year, we also launched the
first-ever Downtown Stockton
merch store, the Downtown
Stockton Storefront, which
features Downtown-branded
tees, tanks, hoodies, hats, totes,
and more. Check out the site at
shop.downtownstockton.org to
see what fun apparel we now
offer to members of the public
wanting to support Downtown
Stockton. We accommodate
orders both in person and online.
All the above are just a sample
of what the DSA does in the
Downtown Improvement District.
None of it could be possible
without the hard-working staff
that get up every day with passion
in their hearts and smiles on their
faces. Their jobs aren’t glamorous
and while they don’t seek
accolades, when you see one of
the Maintenance Team members
or Community Ambassadors
on the streets let them know
you appreciate their efforts.
I also want to recognize
and thank our dedicated
volunteer Board Members.
Their insight, strategic planning
and oversite are invaluable to
the organization. They all take
time away from their jobs to
assemble and steer the DSA.
Dr. Suess’s book, Oh, The
Places You Will Go, sums up our
plans for 2025. We have a lot of
new and exciting beautification
projects planned, as well as
ongoing administration of
the ARPA grant funding;
recertification of the District;
recruitment of new investors
and businesses; continued
partnerships with municipalities;
support and promotion of all things
Downtown; and keeping our
beautiful District clean and safe.
I am truly proud and blessed to
be involved with our property and
business owners; the amazing
staffs at the City and County; all
the people who live, work, shop,
eat, and play in Downtown; and,
of course, the incredible staff
I get to work with at the DSA.
EXHIBIT 1
JOHNNY PALACIOS
Projects Manager
DSA STAFF
COURTNEY WOOD
Economic Development
Directort Dir.
CHEVELL SIMMS
Community Ambassador
Supervisor
SHAUN CHATRATH
Digital Media Manager
CHARISSE LOWRY
Office & Operations Manager
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
99 EXHIBIT 1
2024
BY
THE
NUMBERS
EXHIBIT 1
2024
BY
THE
NUMBERS
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
1212
DEMOGRAPHICS
5,507
PUBLICATIONS
4,618
VISITORS ASSISTED
1,804
BUSINESS CONTACTS
HOSPITALITY
Population
(within 1 mile)
Employment Rate Median Household
Income
Households Families
DISTRIBUTED
254
EVENTS ADDED
TO CALENDER
COMMUNITY AMBASSADOR
5,280 221 12 261
23,496 8,376 4,764 92.2% $77,341
(within 1 mile)(within 1 mile) (within 1 mile)
(within the City of Stockton)
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
1313
MAINTENANCE
Median Household
Income
ARPA PROGRAMS
110 19,224 411
1,610 1,600 102
58 17 60
EXHIBIT 1
1414
Meet Charisse
I would like to introduce myself
to those that do not know me -
my name is Charisse Lowry. I am
originally from North Carolina,
but I have lived in Stockton
since 1982. I have been with the
Downtown Stockton Alliance for
27 years, since February 1998.
The program was a very new
concept to the downtown area
at the time. I started as a part-
time Hospitality Guide; in 2007,
I became the administrative
assistant and now I am the Office
Manager/Operations Manager.
I oversee the Maintenance
Program and the Community
Ambassador Program, as well as
all office/personnel duties. There
have been so many changes,
development, and growth in the
downtown area since I started
with the Downtown Stockton
Alliance; I am truly honored to be
a part of this city and the things
that the Downtown Stockton
Alliance has accomplished.
2024 Maintenance
The Maintenance team keeps our
streets and sidewalk areas clean
& walkable. They take great pride
in their downtown. In 2024, we
had a 7-man regular maintenance
team (each with their own
route), and 8 re-employability
maintenance volunteers. These
efficient workers cleaned all
Zone 1 & 2 district square
blocks – emptying trash cans,
watering planters, potting plants.
removing litter and human waste,
and performing weed abatement
– from 5:00 AM – 1:30 PM, M -
F. We also retained 1 amazing
pressure washing crew member
between 2:00 AM and 11:30 AM,
M - F – they were able to clean
all of the Downtown PBID’s Zone
1 & 2 sidewalks every two weeks!
We currently have a reliable,
exceptional maintenance team;
Downtown is much cleaner
because of everything they
do. If you ever need the team
to conduct a special spot
clean-up of your sidewalk or
remove trash, just give us a
call at 209.464.5246. We are
looking forward to maintaining
Downtown Stockton in 2025!
Best,
Charisse Lowry
Office & Operations Manager
OFFICE, OPERATIONS, & MAINTENANCE
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
1515
COMMUNITY AMBASSADOR PROGRAM
This past year has been
incredibly impactful in fostering
a more welcoming downtown
environment.
Our Downtown Stockton Alliance
Community Ambassadors have
played a vital role in bridging
the gap between the transient
population and local businesses.
Through consistent engagement
and outreach, we’ve seen
a significant reduction in
the number of tents and
encampments in the downtown
area. This success is a testament
to the ambassadors’ dedication
and compassionate approach.
Beyond addressing
homelessness, our ambassadors
have consistently gone above
and beyond to assist residents
and visitors alike. From jump-
starting cars to providing late-
night aid to vehicles, they’ve
enhanced perceptions of safety
and created peace of mind for
everyone in the downtown area,
24 hours a day/365 days a year.
In 2024, we really solidified a
dependable and enthusiastic
10-man Community Ambassador
Team; I am proud to say that the
crew we have today truly lean
into their roles and have each
other’s backs.
This year saw the expansion
of our service area to include
Miracle Mile/Pacific Avenue
via a contract with the Miracle
Mile Improvement District. The
response from Miracle Mile
business and property owners in
addition to the public has been
overwhelmingly positive; they
feel a stronger sense of welcome
in their district.
The Downtown Stockton Alliance
Community Ambassador
program continues to make a
real difference. We are proud of
our accomplishments and look
forward to further improving
the experiences of business
owners, employees, visitors,
and residents in the Downtown
Stockton community.
Should you ever require the
services of the Community
Ambassadors, just give us a call
at 209.451.7775! We are here to
help.
Best,
Chevell Simms
Community Ambassador
Supervisor
EXHIBIT 1
2024 STATS AND QR CODES
ECONOMIC DEVELOPMENT
As the director of the Economic Development department and supervisor of the Marketing department, I can say that 2024 was another very productive year in both areas. Please find a summary of the DSA’s 2024 economic development activities below:
ARPA Programs
We wrapped up the Business Façade Improvement Program this year in partnership with the City of Stockton; through this program, we helped 58 properties this year, and over 80 properties in total! Some of the properties/businesses which benefited this year included:
- AI Holdings
LLC (2
properties)
- Allied Tile &
Stone
- B&M
Building
- Bouchar
Properties
- Cassidy’s
Jewelry &
Loan Co.
- Con J Fran-
ke Electric (2
properties)
- Cort Tower
- Diana’s
Modern
- Dome
of Hope
Organization
- Factory
Certified
Automotive
LLC
- Freeman
Construction
- GHG
Investments
- Grupe
Huber
- Harbor
Signs
- HATCH
Workshop
- Hotel Terry
- Hunter
Square Lofts
- Impact
Posters LLC
- Insurance
Services
- Law Office
of Dru Vin-
cent Hunt
- Leffingwell
Plaza LLC (2
properties)
- Main Hotel
- Merlo
Properties (3
properties)
- Mi Ranchito
- Misaki
- New
Stockton
Poultry
- Restore
Stockton
- San Joaquin
County Office
of Education
- San Joaquin
Regional
Transit
District (RTD)
(2 properties)
- StarOne Val-
ley Insurance
Agency
- Tax Express
- The Metro
Building
- The Store
Bar
- The Well
- Tretheway
Lofts
- Uniqo Salon
- 10 N.
Stanislaus
- 18 S.
California
- 26 S. San
Joaquin
- 30 S. San
Joaquin
- 47 N. Grant
- 104 E. Market
- 116 N. Hunter
- 217 San
Joaquin
- 308 N.
California
- 329 N.
California
- 515 E. Main
- 526-530 E.
Main
- 634 E. Main
- 707 E. Main
- 945 W.
Fremont
- 1102 E.
Weber
The DSA continued the SJC ARPA-funded Broken Window
Repair Reimbursement Program, through which we reimbursed 22 businesses/properties for over 60 windows. This program benefitted the following businesses/properties in 2024:
- AI Holdings
- American
Furnishings
- Atlas
Properties
- Bevohn
Realtors
- Blazin’
Cajun
- Cancun
- Church of
Angels
- El Concilio
- Hardin
Animal
Hospital
- Hi Grade
Cleaners
- LAZ
- Metro
Building
- Mexican
Heritage
Center
- Pacific
Development
- Riteway
Cleaners
- Scottish Rite
- The Campus
- Velvacon
- Visit
Stockton
- V & N Patel,
LLC
- Weber
Bakery
- YCPM
Historical
Stockton LLC
We also continued the SJC ARPA-funded Window Wrap Program, placing 17 window wraps.
In 2024, the DSA applied for and received additional SJC ARPA funding allocated into the following categories:
- $100,000 for a second round of the Downtown Stockton Entrepreneur Support Program (re-opened and accepting more applications!) - $40,000 for another promotion of the Downtown Stockton commercial - $100,000 for more Window Repair Reimbursement Program funding - $50,000 for digital marketing funding to use for social media promotion of events, activities, businesses, resources, real estate listings, and job listings through digital ads/boosting
Thanks to our experience administering the City’s Façade Improvement Program, the DSA was contracted by San Joaquin County to administer a $611,000 ARPA-funded Façade Enhancement Grant Program in partnership with the SJC Employment and Economic Development Department which began this year and will likely be completed in 2025. This program targets properties in the unincorporated areas of SJ County who are also in Qualifying Census Tracts or Difficult Development Areas.
Ongoing Economic Development Media
This year, we continued our Talk to Downtown video series with 12 new videos – hitting the 60 episode mark in November, with San Joaquin County District Attorney Ron Freitas as our guest! Hosted previously on Y outube, FB, LinkedIn, IG, and X, this series is now also listed in the podcast section on Spotify! Tune in and ask questions live, typically on the second Wednesdays of the month, at 10:00 AM on our social media pages; if you miss it live, you can always watch a replay on Y outube. Subscribe to our channel @downtownstockton to get updates on when we will interview the next guest. Our wonderful guests this year were:
- ASM Global - Stockton General Manger, Jason Perry
- Stockton Kings VP of Business Operations, Aaron Morales - Child Abuse Prevention Council Development Director, Shauna Buzunis-Jacob - Filipino American National Historical Society Museum Manager & Board
Treasurer, Terri Torres, and Board President, Erwin Mina - Stockton Unified School District Superintendent of Schools, Michelle Rodriguez - San Joaquin County Administrator, Sandy Regalo
- Local artist & ArtSplash organizer, Joy Neas
- Stockton Community Kitchen International Food Hub Founder, Rima Barkett - Greater Stockton Chamber of Commerce Lead STAART Program Coordinator,
Christina Urquieta
- UOP Center for Business & Policy Research Director, Thomas E. Pogue - SJC District Attorney, Ron Freitas
- Downtown Stockton Alliance Executive Director, Mike Huber The DSA released 6 Doorways to Downtown videos this year, highlighting the gems below:
- Greater Stockton Chamber of Commerce
- Coach’s Lounge
- Hardin Animal Hospital
- Tuleburg Press
- Reinvent South Stockton Coalition
- Faith in Action Community Education Services
This October, we released one Spirits of Downtown video featuring the Main Hotel, and the infamous story of Emma Le Doux and Albert McVicar. Our paranormal investigators caught some very interesting evidence - check out the video on Y outube to see the results! It was a rare chance to enter a building which has been unoccupied for many decades.
The DSA posted 52 #propertymondays posts on social media advertising 25 properties, which garnered a reach of over 63,000 on FB & IG alone, and contributed to 3,022 views of our real estate directory.
We also published 19 blogs highlighting downtown businesses and happenings. In terms of stakeholder outreach, we continued our 12 business owner enewsletters and 12 property owner enewsletters, in addition to sending out several special resource newsletters notifying stakeholders of programs like SJC’s Shop San Joaquin Program and the Greater Stockton Chamber of Commerce’s Stockton Takes Action Against Retail Theft (STAART) Program.
Additional Business Support
This year, we are pleased to share that the DSA’s 501 (c) 3 – the Downtown Stockton Enterprise Loan Fund (DSELF) – approved DSELF loans for two Downtown businesses – one for $39,999 and another for $65,000. The recipients were Stonewood Construction and Silvio’s Ravioli Factory and Catering ; we are very excited to support these Downtown companies. These loans will help them to secure equipment, inventory, and more. We still have loan funds available, so check out the QR code below if you could benefit from a loan between $10,000 and $65,000 for your Downtown business or building.
This was the first year of providing 1:1 business coaching through the DSA; we supported downtown businesses working towards their goals and we plan to continue this offering in 2025.
Special Projects
As Mike mentioned in his opening letter, a fun DSA initiative this year was the development and distribution of DSA apparel at local festivals, events, and the DSA office. We set up the Downtown Stockton Storefront for ease of ordering, and sold $1,400 of merchandise in 2024. We surveyed staff and members of the community to create a few lines of apparel to suit individual tastes, from our classic Black & White hoodies and hats, to Colorscape rainbow tanks, to Varsity gray gym-style tees, and Urbanite graphic tees of the Bob Hope Theatre and Chung Wah Lane. Share the info with anyone who may want to support the work of the DSA by purchasing and sporting Downtown Stockton merch, and look for our booth at upcoming events.
Another special 2024 project, funded by the DSA and permitted by the City of Stockton was the painting of over 30 light poles on El Dorado and Center streets. If you walk or drive these roads today, from Washington Street to City Hall – or compare a Google Maps street view from 2023 to 2024 – you can see how this project took downtown’s light poles from old, faded, and rusty, to modern, vibrant, and clean. This small, but visible, update demonstrates that our downtown is cared-for.
The unkempt look of these poles had been a pet peeve of mine, so I am ecstatic the DSA took this on in 2024 using discretionary funds under Mike’s direction. We hope you can see the difference.
Although it took place on a very hot August evening, National Night Out this year was a beautiful collaboration between the DSA, SJCOE, Parents by Choice, and for the first time, the Stockton Ports! So many of our local non-profits tabled at this free community event, where the first 600 attendees were guaranteed free admission to the Ports game! We are very excited to continue these partnerships in the coming year.
Interns
We were fortunate to have had 5 interns this year – some of them through the United Education Institute, others through the Korea WEST Exchange Program, and one from a local high school! They each contributed to the great work of the DSA, from blogs and recertification prep work, to website updates and modeling the new DSA merch for promotional photos. Y ou can learn more about Korea WEST on page 19.
State of Downtown
At least 20 properties sold this year in the Downtown district, and at the end of 2024, we featured 36 real estate listings.
As of December 2024, we featured at least 360 businesses on our website; during the year, several new businesses were welcomed to Downtown. A few of these businesses are listed below:
- Bellisima Boutique
- Blooming Flores
- Cooper’s Coffee
- Courthouse Market
- Fo3 Urban Activewear
- Las Brasas Mexican
Restaurant
- La Lai Bu by Pinkie
- Mexico Lindo Restaurant
- The Pink Corner
From cute Hello Kitty merch to delicious coffee, each of these businesses brings something unique to Downtown Stockton.
This year, Downtown Stockton also welcomed a very exciting development project - the long-awaited, 75-unit, Grand View Village! With its grand opening held in July, this project has continued the revitalization of Miner Avenue, and added to Downtown’s foot traffic. 2025
Moving into 2025, a huge focus will be placed on the recertification of the Downtown Stockton Alliance. Keep your eyes on your mailbox for communication, petitions, and ballots in the coming months. In addition, we will be administering the SJC Façade Enhancement Grant Program and continuing the administration of our other ARPA grant programs.
The DSA also plans to support several new development projects expected to begin in the coming year. We look forward to serving you next year and beyond!
Best,
Courtney Wood
Economic Development Director
Downtown Stockton
Entrepreneur Support Program
Downtown Stockton
Broken Window Repair Program
Downtown Stockton
Apparel For More About DSELF 1:1 Business
Coaching Scheduling
COS Business Facade Improvement
Program
SJC ARPA Round 1 for Multiple
Programs
SJC ARPA Round 2 For Multiple
Programs
SJC Commercial Facade
Enhancement Grant
$2,000,000+
$1,000,000+
$319,000
$611,000
Completed
Work In Progress
Work In Progress
Work In Progress
THIS YEAR IN GRANTS
46.58% Open Rate12 Business Owner Newsletters 12 Property Owner Newsletters 44.17% Open Rate EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
1717
YouTube Lifetime Views
In 2024, the Downtown Stockton Alliance
marketing division continued several projects
from the previous year. We featured the following
six businesses in our Doorways to Downtown
series: Greater Stockton Chamber of Commerce,
Coach’s Lounge Hardin Animal Hospital,
Tuleburg Press, Reinvent South Stockton
Coalition, Faith in Action Community Education
Services. Furthermore, the Downtown Stockton
Alliance continued our live monthly podcast Talk
to Downtown, across multiple platforms such as
Y ouTube, Instagram, Facebook, X, and Linkedin.
This year’s Spirits of Downtown episode featured
The Main Hotel, the location of the infamous Emma
LaDeoux case, and was well-received by those
who watched. In addition, our Y ouTube channel
saw a spike in viewership across all our videos.
2024 saw the collabration between the Stockton
Ports, Stockton Kings, and the Downtown
Stockton Alliance to create street murals
for each respective team. Working with the
muralist the marketing department helped with
the planning and painting of these murals. In
addition, the department worked to design and
prep further potential beautification projects.
A popular event the marketing division helped
facilitate in collaboration with the San Joaquin
Office of Education, Stockton Ports, and Parents
by Choice was National Night Out, which
brought hundreds of people to Banner Island
Ballpark for an evening of prizes, food, and a
free baseball game for all attendees. In addition,
the Downtown Stockton Alliance tabled at
multiple events such as the Golden Villa Farmers’
Market, downtown pop-up events, Delta Flea
Market, and National Parking Day all in an effort
to sell brand-new Downtown Stockton Merch.
Ticket giveaways for downtown events also
contributed to increased foot traffic in the area.
During the calendar year, the DSA gave tickets
away to many of our social media followers for
events such as Stockton Ports games, Stockton
Kings games, Adventist Health Arena shows,
and the Magic Lantern Festival second year.
The team also focused on creating monthly
e-newsletters for subscribers and partners. These
efforts led to significant growth in social media
followers and website traffic. In addition to these
newsletters, ad boosting dollars courtesy of the
previous year’s social media marketing ARPA
grant were spent to increase engagement on
the DSA’s Y ouTube, Instagram, Facebook, and X.
Another 2024 initiative was the continuation
of the Downtown Window Wrap program, funded
through the American Rescue Plan Act, which
beautified and advertised many downtown
businesses.
- Nena’s Mexican
Restaurant
- CalMain Lofts
- El Concilio
- San Joaquin Law
Library
- ABK House of Beauty
- Blazin Cajun
- Tretheway Building
- Metro Building
- JB’s Ink Therapy
- True Classic Tattoo
- Downtown Cycles
- Stockton Mini Market
Looking ahead to 2025, the team aims to build
on the previous year’s successes and elevate
its marketing efforts while continuing to support
Downtown Stockton’s growth.
Best,
Shaun Chatrath
Digital Media Manager
MARKETING DIVISION
2024 GROWTH
Instagram Followers X Followers Facebook Followers
Website
13, 183 4,957 13,327 284,475
+6.7%
59,612 Unique Vistors
94,800 Page Views
-0.68% +3.27% +40.57%
DOWNTOWN
STOCKTON
WEBSITE:
DSA YOUTUBE
CHANNEL:
DOWNTOWN
STOCKTON MEDIA
CONTENT LINKS:
WINDOW WRAP
PROGRAM:
EXHIBIT 1
Meet Johnny
In 2007, I was working for Louie’s
Fruit and Produce one day a
week at the Downtown Stockton
Farmers Market. It was there
that I became familiar with the
Downtown Stockton Alliance. I
would end up being offered a
job with the DSA as a Hospitality
Guide later that year. In the
years since, the Guides became
known as Ambassadors; that
was my role for many years.
I’ve learned so much about
Downtown Stockton and the
businesses here, and have
met so many downtown
employees. I also have learned
that compassion towards our
unhoused population goes a lot
further than just ignoring them.
Over the years, we have shared
helpful resources with them, like
the Uplift All Portable Bathroom
& Shower Unit at St. John’s
Church, formerly run by the DSA.
Here, the homeless can take a
shower while waiting for a mobile
laundry service to wash, dry,
and fold their clothes, Monday
through Friday. Depending
on what day of the week it is,
food and medical services are
also provided to them. Just
knowing there are services like
this out there can give a person
on the street a bit of hope.
Project Management & Beyond
I was promoted to Project
Manager a few years back and
that has been a reward in itself. I
take pride in my new role, which
involves tracking maintenance
and hospitality data & stats for
the DSA; helping to update the
DSA website with businesses
and events; managing special
projects; and working with
businesses interested in
purchasing banners to gain
exposure to the downtown area.
Last year, I was surprised to have
been nominated and granted
the Hospitality Hero of the year
award from Visit Stockton. I
can’t explain how nice it felt to
be recognized for the fun work
that I do. Although I am now the
Project Manager, I will always be a
Hospitality Ambassador by heart.
One of my accomplishments this
year was assisting the Downtown
businesses who participated in
the City of Stockton Business
Façade Improvement Program.
More than 80 businesses created
a more welcoming and aesthetic
appearance of their neglected
commercial properties through
this program, from 2023 - 2024.
I was humbled to see the various
façade improvements as they
spread across our downtown.
In 2024, we added 7 new
banners, representing Tio
Pepe’s Restaurant, Parents
By Choice, and Ace Rail,
to our Downtown district.
Today, I am honored to be
assisting with the San Joaquin
County Façade Enhancement
Grant Program, which will
be a project through 2025.
Together we are spreading
the façade improvements
all throughout the County.
Best,
Johnny Palacios
Projects Manager
PROJECTS MANAGEMENT
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
1919
KOREA WEST 2024 INTERNS
Meet Sungyeon Park
I’m Sungyeon Park, currently working
as a Marketing Intern at the DSA.
Through the Korea WEST Program, a
government initiative between South
Korea and the United States, I’ve had
the opportunity to participate in my
first professional internship in the
United States and experience life in
Stockton for the first time. At first, I was
quite worried about adjusting to both
a new role and a new city. However,
The supportive team at DSA made
it much easier for me to adjust than I
had expected. While I still have a lot to
learn, the encouragement and support
I’ve received here have given me
the confidence to keep growing and
improving.
Now that I’ve been here for three
months, I still feel there’s so much more
to discover about Downtown Stockton.
From an outsider’s perspective, I
can see the incredible potential for
growth in this area, and I truly believe
DSA’s dedication will play a key role
in shaping the future of Downtown
Stockton. The mix of diverse cultures
and the warmth of the community has
been inspiring, and I’m proud to be a
part of it. As I continue my internship,
I’m looking forward to taking on new
projects, meeting more people, and
making a meaningful impact on this
community.
Meet Y oungbeen Cho
I’m Alvin from Korea, and I completed
a 4-month internship at the Downtown
Stockton Alliance from March 17th to
July 3rd. During this time, I had the
pleasure of working with amazing
colleagues who made my experience
enjoyable.
I worked on various tasks as a marketing
intern, including taking photos
downtown for social media uploads,
modeling company apparel for posters,
setting up booths and selling clothes
outdoors, and more.
I met wonderful people who made
my internship fulfilling: Mike and
Courtney who always checked in on
me; Johnny and Charisse, who greeted
me warmly every morning; Shaun,
who I could chat with like a friend; as
well as the community ambassador
and maintenance teams, who were
always friendly. I feel confident that
future Korean interns will have a great
experience too.
The DSA began
participating in an exciting
program this year – the
Korea WEST exchange
program. Through Korea
WEST, students or young
professionals from Korea
provide internship hours
to U.S. companies in
exchange for experience
in American business
and culture, as well
as immersive English
language study/practice.
We had the pleasure
of working with intern
Youngbeen Cho in the
spring of 2024, and
currently are working
with a second intern,
Sungyeon Park, who will
be with the DSA until the
spring of 2025. These
interns have provided
a fresh perspective and
new ideas to the DSA;
they start out as first-time-
ever visitors to Downtown
Stockton and grow into
seasoned residents and
advocates by the end of
their internship.
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2020
DSA
BUDGET
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
2121
2024
2025
INCOME
Assessments
Atlas Contract
Banner Income
Contracts - WMN & Sanitation
Outside Service
Outside Services - Miracle Mile
Outside Services - LAZ
Budd Alley Compactor Service
SJC ARPA
SJC ARPA Admin
SJC ARPA Facade Focus Block
TOTAL INCOME
$1,297,824
$30,000
$19,430
$76,465
$500
$136,380
$126,000
$12,000
$350,000
$125,000
$500,000
$2,673,599
EXPENSES
Payroll & Benefits
Education & Networking
Advertising/Marketing
Event Expenses
Banners
Economic Development
WEB Projects
Office Expenses & Supplies
Maintenance & Cleaning
Community Ambassador Program
Insurance
Taxes
Utilities/Rent
Professional & Fin. Services
Miscellaneous Expense
Reserves Expense
TOTAL EXPENSES
NET INCOME
$1,296,574
$9,500
$19,500
$4,000
$11,500
$858,000
$16,000
$19,100
$99,000
$22,500
$56,200
$1,025
$86,000
$39,000
$700
$10,000
$2,548,599
$125,000
INCOME
Assessments
Atlas Contract
Banner Income
City ARPA Admin
Contracts - WMN & Sanitation
Outside Service
Outside Services - Miracle Mile
Outside Services - LAZ
Budd Alley Compactor Service
SJC ARPA
SJC ARPA Admin
TOTAL INCOME
$1,235,053
$24,000
$13,000
$204,000
$67,651
$500
$67,176
$206,720
$12,000
$735,692
$25,000
$2,590,792
EXPENSES
Payroll & Benefits
Education & Networking
Advertising/Marketing
Event Expenses
Banners
Economic Development
WEB Projects
Office Expenses & Supplies
Maintenance & Cleaning
Community Ambassador Program
Insurance
Taxes
Utilities/Rent
Professional & Fin. Services
Miscellaneous Expense
Reserves Expense
APRA Facade Expenses
TOTAL EXPENSES
NET INCOME
$1,160,700
$10,500
$22,500
$5,700
$10,850
$34,000
$14,000
$32,000
$123,000
$31,000
$50,200
$1,025
$83,000
$36,500
$1,000
$10,000
$797,804
$2,423,779
$167,013
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2222
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
2323
Mid-Autumn Moon Festival
Main Street Market
National Night Out
Santa Photos at the Children’s Museum
Delta College Flea Market
Dia de Los Muertos
Downtown Business Watch
Dry Cleaners Pop-Up
Earth Day
Flavorfest
Friends at the Fox Classic Movie Series
Golden Villa Farmers Market
International Downtown Association Conference
LAZ (PARK)ing Day
Parents By Choice Christmas Toy Drive
Peace Sculpture at Diversity Plaza Unveiling
StocktonCon
UbeFest
General
ASM Global
Bank of Stockton
Caltrans
City of Stockton (COS)
Codestack
COS Economic
Development (EDD)
COS Parking
LAZ Parking
Little Manila
Mexican Heritage Center
Miracle Mile Improvement
District
Parents by Choice
Port of Stockton
SJ Regional Rail Commission
SJC Admin
SJ Delta College
SJCOG
SJC Employment &
Economic Development
Stockton Kings
Stockton Police Department
Stockton Ports
Tio Pepe’s
Visit Stockton
Business Facade
Improvement Grant
Program
Alliance Buildings
BGS Builders
Freeman
City of Stockton (COS)
Creative Property Renewal
Dream Quality Builders
Construction
JMA
Doorways to Downtown
Greater Stockton Chamber
of Commerce
Coach’s Lounge
Hardin Animal Hospital
Tuleburg Press
Reinvent South Stockton
Coalition
Faith in Action Community
Education Services
Downtown Stockton
Commercial
ASM Global
Blazin Cajun’
Cast Iron Trading Co.
Stockton Kings
Stockton Ports
OUR 2024 PARTNERS
EVENTS AND MEETINGS PARTICIPATED IN
SPECIAL EVENTS & PROJECTS
EVENTS HOSTED OR ORGANIZED
Street Light Pole Painting
Diversity Plaza Peace Sculpture Installation
Doorways to Downtown
Downtown Stockton Commercial
Downtown Stockton Storefront
Spirits of Downtown
Stockton Kings Crosswalk Mural
Stockton Ports Crosswalk Mural
Talk to Downtown
PROJECTS
Santa Photos
Children’s Museum of
Stockton
Spirits of Downtown
Kelly Howard
Leon Bach
Matthew McCann
Robert Ballerini
Steve Peterson
Susan Obert
Talk To Downtown
ASM Global - Stockton
Stockton Kings
Child Abuse Prevention
Council
Filipino American National
Historical Society Museum
Stockton Unified School
District
San Joaquin County
Administrator
ArtSplash
Stockton Community Kitchen
Greater Stockton Chamber
of Commerce
UOP Center for Business &
Policy Research
San Joaquin County District
Attorney
Music To Our Ears
Hotel Stockton
The HUB
National Night Out 2024
Parents by Choice
San Joaquin Office of
Education
Stockton Ports
AMERICAN RESCUE PLAN ACT PROGRAMS (ARPA)
Downtown Stockton Business Facade Improvement Grant Program Downtown Stockton Entrepreneur Support Program
Downtown Stockton Window Wrap Program
Downtown Stockton Window Repair Reimbursement Program
SJC Facade Enhancement Grant Program
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2424
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
2525
- Navigate the recertification process of the
Property Improvement District, transforming it into
a Community Improvement District. The district
boundaries will be expanded, so we will be meeting
not only with current property owners in the BID, but
also the property owners in the expanded areas.
- Continue the clean, safe, and beautiful mission.
- Manage and complete the SJC ARPA Façade
Enhancement Grant Program.
- Continue management of other SJC ARPA
programs, like the Downtown Stockton Entrepreneur
Support Program, the Downtown Stockton Window
Wrap Program, and the Downtown Stockton Broken
Window Reimbursement Program.
- Place veteran’s banners around the Stockton
Memorial Civic Auditorium.
- Grow our social media presence and followers
using ARPA grant dollars.
- Continue Doorways to Downtown, Talk to
Downtown, and Spirits of Downtown.
- Host National Night Out, Mid-Autumn Moon
Festival, and Santa Photos in collaboration with our
partners.
- Attract new downtown business tenants and
support existing tenants.
2025 GOALS
A Note on the Improvement District
Recertification:
The recertification of the Downtown Stockton district is a critical project for the DSA in the coming year. There are two phases involved, a petition phase and a ballot phase; the support of our property owners in both phases is essential to our successful renewal. Our last recertification occurred in 2017 and culminated in a 10-year term. The DSA board has decided to pursue a 20-year term in the upcoming recertification process, to modify the district boundaries, and to change the district type to a Com- munity Improvement District under City of Stockton Ordinance
3.96. Once approved in 2025, the district will be known as the Downtown Stockton Community Improvement District (DSCID).
We ask our property owners to be on the lookout for communica- tion regarding the recertification via phone call, mail, and email in the coming months. To schedule a meeting with the Executive Director regarding the recertification or the work of the DSA, please scan the QR
Code on this page. We thank
you and appreciate your
ongoing support of our
district.
EXHIBIT 1
2024 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2626
DOWNTOWN STOCKTON
STOREFRONT
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2024 ANNUAL REPORT
2727
EXHIBIT 1
110 N. San Joaquin Street, 5th Floor
P .O. Box 2375
Stockton, CA 95201
www.downtownstockton.org
POSTAGE
EXHIBIT 1