DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
11 2025
ANNUAL REPORT
AERIAL VIEW OF THE MEDICO-DENTAL BUILDING
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
22 UNIVERSITY PLAZA WATERFRONT HOTEL
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
33 TABLE OF CONTENTS
OUR MISSION
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.
BOARD OF DIRECTORS
LETTER FROM THE EXECUTIVE DIRECTOR
DSA STAFF
DOWNTOWN BY THE NUMBERS
OFFICE, & OPERA
TIONS REPORT
MAINTENANCE & AMBASSADOR VOICES
ECONOMIC DEVELOPMENT & MARKETING REPORT
PROJECT MANAGEMENT REPORT
DSA INTERNS
2025 & 2026 BUDGETS
SPECIAL EVENTS & PROJECTS
GOALS FOR 2026
5 6
8 10
14 15
16 17
19 21
23 25
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
44 STOCKTON KINGS 24-25 CHAMPIONSHIP BANNER
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
55 2025 BOARD OF DIRECTORS
TONY YADON
Main Street Y outh & Family Services
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
MATTY AMEN
Huddle Cowork
CONNIE HART
San Joaquin County
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
66 MESSAGE FROM THE EXECUTIVE DIRECTOR
As I enter into my 8th year here
at the Downtown Stockton
Alliance (DSA) in April, I reflect
on all the great things we have
done in that time to make
Downtown Stockton a great
place to live, work, dine, and
see great entertainment. I am
also excited about the future
as more businesses drop
their anchors in Downtown.
In 2025 the DSA focused on
fulfilling its core mission of
keeping the District “clean and
safe”. Besides the day-to-day
work that is being done by the
dedicated team of Downtown
Alliance employees, we
continued to manage grants
to help offset some of the
cost of recovering from the
pandemic to help our property
owners. Window repair
reimbursement, chamber
membership reimbursement,
and advertising through either
the banner program or window
wraps are just a few of programs
that we administrated.
We did two crosswalk art
projects in support of our
amazing sports teams - the
Ports baseball and the Kings
basketball teams. The Ports
logo was painted on the
crosswalk in front of the
stadium and the Kings in
front of the Arena. The Kings
won the 24/25 G-League
Championship, so we added
to their mural with the trophy
and the year. Congratulations
to our Stockton Kings!
A lot of our staff’s 2025
efforts were consumed by
the recertification of the
District. Every 10 years we are
required to go through a year-
long process of petitioning the
property owners, presenting
our budget and management
plan to the City Council, and
then sending out ballots to
the property owners. In this
recertification we decided
to become a Community
Improvement District and
recertify for a 20-year term,
because Stockton is a
Charter City; the cost of this
recertification will be used to
obtain a longer term, which will
save the organization money
over the next two decades.
We have seen a boom in
housing projects that are
changing Downtown into a
walkable, livable community.
Properties are being occupied
by businesses coming in
to support the growing
population of residents.
The state of Downtown is
bright. Private investment
has been very active as there
have been a lot of property
transactions. The new
owners are refurbishing these
properties for both affordable
and market rate housing.
The Public Municipals have
acquired property to centralize
their employee base in
the District. SJ County has
purchased the old In Shape
building on El Dorado that will
become the new DA’s Office,
along with 400 E. Main. The
City of Stockton purchased
the Wells Fargo Bank on El
Dorado for a future master
plan development. This plan
will include old City Hall once
the City moves into the new
City Hall on West Weber
Avenue, the Permit Center,
and the Wells Fargo building.
All this investment has quickly
activated Downtown. The
DSA will be aggressively
STOCKTON CITY HALL
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
77 MESSAGE FROM THE EXECUTIVE DIRECTOR
recruiting the needed
amenities that will transform
our beautiful Downtown into a
lively neighborhood that offers
housing, employment, schools,
restaurants and entertainment.
I am excited about 2026.
Working with the City,
County, and our strategic
private partnerships,
we have some projects
planned that will continue
to transform Downtown.
All of this wouldn’t be
possible without the guidance
of the Board of Directors.
Their selfless dedication to
steer policy and financial
oversite are paramount
to the DSA’s success.
It also wouldn’t be possible
without the hard-working
DSA staff. The Maintenance
Team comes to work in the
early morning hours while
most are still dreaming. The
work isn’t glamorous and
sometimes downright dirty,
but they all take pride in
keeping Downtown clean and
appealing for our visitors. The
Community Ambassadors
help anyone that needs it; try
and connect the unsheltered
with resources; jump start
a stranded motorist; and
provide wayfinding for those
that need directions. They
are truly the eyes and ears
of Downtown. The internal
staff oversee Operations,
Advocacy, Marketing,
Economic Development,
Grant, Project Management,
and Financial Management.
They continuously seek out
ways to provide benefits
to our stakeholders. I am
proud to work alongside
these incredible people.
Lastly, I want to thank the
Property Owners for their
support and commitment to
Downtown Stockton. Some
are the pioneers that took
a chance when Downtown
was a ghost town. Some are
new investors that see the
opportunities and the great
future of Downtown. They
all recognize that Downtown
is the heart of our city, and
when the heart is healthy,
the whole city is healthy.
Downtown Stockton Strong,
Michael Huber
DSA Executive Director
Michael Huber
EXHIBIT 1
ANDY NGUYEN
Digital Media Associate
DSA STAFF
JOHNNY PALACIOS
Project Manager
COURTNEY WOOD
Economic Development &
Marketing Director
JAMES GREER
Videographer/
Digital Media Specialist
CHARISSE LOWRY
Office & Operations Manager
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT 99
DOWNTOWN STOCKTON ALLIANCE STAFF
MAINTENANCE TEAM COMMUNITY AMBASSADOR TEAM
PRESSURE WASHING CREWMEMBER AT WORK
EXHIBIT 1
2025
AERIAL VIEW OF THE DOWNTOWN STOCKTON WATERFRONT
EXHIBIT 1
BY
THE
NUMBERS
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
1212
DEMOGRAPHICS
4,680
PUBLICATIONS
4,751
VISITORS ASSISTED
1,737
BUSINESS CONTACTS
HOSPITALITY
Population
(within approx. 1
mile)
Employment Rate Median Household
Income
Households Families
DISTRIBUTED
319
EVENTS ADDED
TO CALENDAR
COMMUNITY AMBASSADOR
25,374 8,842 5,530 91.59% $81,590
(within approx. 1
mile)
(within approx. 1
mile)
(within approx. 1
mile) (within the City of Stockton)
COMMUNITY ESCORTS
COMMUNITY
AMBASSADOR
PATROL
HOURS
6,792
15 94
21 EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
1313
MAINTENANCE
Median Household
Income
ARPA PROGRAMS
SJC
FACADES
2025
8 78
23,499
403
3,115 1,600
104
21 20
MAINTENANCE CREW ROUND-UP
24 EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
1414
OFFICE & OPERATIONS MANAGEMENT
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.
2025 Maintenance
In the last year, our maintenance
team continued their ongoing
work of keeping the Downtown
sidewalks clean and walkable.
They continued servicing all square
blocks of our district’s Zones 1 & 2
with trash can emptying, pressure
washing, planter watering, plant
plotting, litter removal, human
waste removal, weed abatment,
and graffiti removal. Monday -
Friday, starting in the cold and
early morning hours, they worked
to polish downtown.
The guys picked up 23,499 bags
of trash in 2025, a 22.24% increase
from the previous year! That is a
huge amount of garbage removed
from our streets; the number
really shows what a difference our
maintenance services make to the
Downtown Stockton environment.
Human waste removal this year
was up to 3,115 instances, which
is a 93.48% increase from the
previous year. Our team fearlessly
works to clean up the kinds of
messes that many people would
not be able to stomach.
The DSA could not complete
its mission without the work of
our maintenance team; we are
fortunate to have a motivated and
dependable team who take great
pride in the downtown.
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
responded to 403 service calls in
2025.
2025 Community Ambassadors
As supervisor of the Community
Ambassador Team, I see
these workers provide service
365 days/year to the Downtown
Stockton PBID. They jumpstart
cars; provide escorts; keep eyes
and ears on activities in the
district; perform wayfinding; report
crime to the authorities; respond
to alarms; and connect homeless
individuals with services.
Our ambassadors provided over
6,000 patrol hours this year. It’s
not easy to pull a graveyard shift,
but we have guys who do just
that; they are working to make
Downtown Stockton a safer, more
welcoming place for everyone,
from sun up to sun down.
2026
I’m very proud of our Maintenance
Team and our Community
Ambassador Team. Both teams
work hard and take so much
pride in what they do. In 2026, we
will continue making Downtown
Stockton a beautiful, safe, and
walkable place where people
want to be.
Best,
Charisse Lowry
Office & Operations Manager
Charisse Lowry
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
1515
MAINTENANCE & AMBASSADOR VOICES
“I help my community by escorting people to their cars; helping people with directions; and feeding and clothing the homeless - I meet a lot of them. I’m seeing and believing we make a difference in people’s lives.”
- Terry Clark, Community Ambassador, 1 Y ear
“It feels great to clean the city and make a difference. I also enjoy working outdoors, getting some sun, breathing fresh air, and collaborating with my amazing coworkers.”
- Allen Gervacio, Maintenance, 1 Y ear
“Being a Community Ambassador brings me joy because I
get to help the people of Downtown Stockton.”
- Jerid Harris, Community Ambassador, 1 Y ear
“I’ve learned so many new things from this job, like how to use power tools, meet new people, and get to know the Downtown Stockton area better.”
- Ricky Washington, Maintenance, 7 Y ears
MAINTENANCE CREW MEMBER AT WORK
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
1616
2025 STATS AND QR CODES
Downtown Stockton
Entrepreneur Support
Program
Downtown Stockton
Broken Window
Repair Program
Downtown Stockton
Apparel
For More
About DSELF
1:1 Business
Coaching
Scheduling
44.25% Open Rate12 Business Owner Newsletters 12 Property Owner Newsletters 46.25% Open Rate
ECONOMIC DEVELOPMENT & MARKETING
GRANTS IN PROGRESS
DSA
Y ouTube Channel
DSA
Website
Downtown Stockton
Social Media
Content Links
SJC ARPA Round 1 for
Multiple Programs
SJC ARPA Round 2 For
Multiple Programs
SJC Commercial Facade Enhancement Grant
$1,000,000+
$319,000
$611,000
2025 was a year of growth for the Marketing &
Economic Development Departments. I have
overseen both of these departments for several
years, but am excited to officially add Marketing
Director to my title.
Grants
We continued managing the SJC Façade
Enhancement Grant Program, which serviced 8
properties this year, as well as administrating pots 1
and 2 of the SJC ARPA money we received. Through
ARPA dollars, we installed 20 window wraps this
year; supported 24 businesses through a second
round of the Entrepreneur Support Program;
reimbursed at least 21 businesses for broken
window repairs; funded part of our recertification;
installed several banners,;and supported hundreds
of events through social media ads on YT, FB, and
IG.
Social Media
Compared to 2024, we saw a huge amount of
follower/subscriber growth on YT (273.50%), FB
(31.12%), & (IG – 38.53%). It really feels like we are
on the right track to reaching our potential on these
platforms.
Videos
We continued our regular video series
Talk to
Downtown this year, adding 12 more videos with
the following amazing guests:
• Esperanza Vielma, Chief Heat Policy Advisor,
Mayor’s Office
• Shaquoya Jones, Stockton Member Specialist,
Digital NEST
• Mario Gardea, District Supervisor, San Joaquin
County
• Thomas Freeman, COS Representative, Stockton
Arts Commission
• Angelina Abella, Senior Analyst, Econ. Dev.
Department, COS
• Howard Chang, CEO, Ava Community Energy
• Jack Schroeder, Director, SJC Law Library
• Nate Knodt, Facilitator, Downtown Comeback Club
of Stockton
• Matty Amen, Vice Chair, Huddle Cowork + Create |
Founder & CEO, HuddleAI
• Bryan Carr, Fire Chief, COS Fire Department
• William Maxwell, Archives Manager, Bank of Stockton
• Michael Huber, Executive Director, Downtown
Stockton Alliance
We launched 3
Doorways to Downtown videos
this year, featuring Tantra Ink House of Permanent
Makeup, Success Ink, and the S.H.A.W. Bar.
We worked on a new Spirits of Downtown episode
highlighting the Belding Building, which we are still
editing and will likely release in early 2026.
Our amazing interns launched 25
Intern Adventure
videos throughout the year highlighting things
like the 4th of July Festival; The L YTE; downtown
coffee shops; the Stockton Ports; Dance on the
Edge; Stockton Arts Night; Tequila Fest; National
Night Out; StocktonCon; Curbside Cravings; Regal
Cinema; Johnny Wokker; Taste of Jazz; Mango
Crazy; Morning L YTE; Golden Villa Farmers’
Market; Bob Hope Theatre; Courthouse Plaza;
FANHS Museum; Children’s Museum; Waterfront
Warehouse; the Pink Corner; and the Stockton
Kings Opening Night.
We released several short, in-the-moment style
reels featuring businesses like Fusion Boba, Trail
Coffee, La Dona Taqueria, Empresso Coffeehouse,
Sunshine Hawaiian BBQ, Alto Studios, Y et Bun
Bakery, Nena’s, Adventist Health Arena, Stockton
Ports Barks & Brews Night, and more!
We launched a periodic drone series —
Downtown
Stockton Drone — which highlights the beauty of
Downtown from a sky-high view!
Lastly, starting in May, I started the weekly What’s
Happening This Weekend in Downtown Stockton
series for our socials; this series consists of a
compiled post of the weekend’s events as well as
a short video. The video highlights both recurring
weekly events and one-time events that our
followers might be interested in attending. It offers
a way for people to easily see what’s happening
in one place, rather than having to scroll all the
way through our feed to pick out which events are
coming up on Friday, Saturday, and Sunday. After
7 months of creating the posts and videos, I have
now handed the weekly release of this campaign
over to our Intern-turned-Digital Media Associate,
Andy Nguyen.
Newsletters
Our interns released 12 marketing newsletters to
the general public, and several event or resource
callout newsletters. We made adjustments to
the letter so that it now highlights more events.
I released 12 Business Owner and 12 Property
Owner newsletters. We also sent out a few one-
off newsletters informing the community of events,
news, or resources.
Business Support
In the latter half of the year, we developed
certificates to give businesses at grand openings
and anniversaries; the first recipient of a certificate was La Dona Taqueria, a delicious new Downtown
Stockton restaurant located at 201 E. Weber
Avenue, Stockton, CA.
We still have 1:1 Business Coaching available, as
well as our Downtown Stockton Enterprise Loan
Fund — $10,000 - $65,000 loans for Downtown
Stockton businesses. Our current DSELF loans are
being paid off in a timely manner by their recipients.
New Businesses
2025 we saw the opening of at least 15 businesses
in Downtown Stockton (some opened for the first
time, and others moved from a location elsewhere):
• A Cut Above | 235 E. Market Street
• Alto Studios | 526 E. Main Street
• Curbside Cravings | 306 E. Main Street #202
• Digital NEST | 417 E. Main Street
• Emery’s | 40 N. Sutter Street
• Fo3 Activewear & Yazie Curls for Girls | 522 E. Weber Ave.
• Ging’s Chicharon | 6 W. Main Street #D
• Granny’s Soul Food | 28 S. California Street
• HD Mercantile | 217 N. San Joaquin Street
• Johnny Wokker | 222 N. El Dorado Street #J
• La Dona Taqueria | 201 E. Weber Ave.
• Pineda’s Taco Truck #2 | 808 E. Miner Ave.
• Reinvent South Stockton Coalition (RSCC) | 306 E.
Main Street #211
• SJ Pride Center | 145 E. Weber Ave.
• Tarps & Tie-Downs | 120 S. Aurora Street
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
1717
Y ouTube Lifetime Views
Instagram Followers X Followers Facebook Followers
Website
18,263 4,950 17,474
+38.53%
53,311 Unique Vistors
93,587 Page Views
-0.14% +31.12% +108.91%
594,287
CODESTACK HQ GROUNDBREAKING CEREMONY
Courtney Wood
Meet James
I am a husband, father of four, Navy Veteran,
and University of the Pacific alumnus with over
ten years of film, television, podcast production,
and digital creation experience. I have a
Bachelor of Arts from the College of the Pacific
Media Arts and Production, including a minor in
film studies. I also attended San Joaquin Delta
College, where I earned an Associate’s Degree
in Digital Media. Before coming to DSA, I served
as a recording artist under Universal Records
for over ten years, during which time I had the
opportunity to tour the world, performing; I have
also served the community’s relocation needs as
a small business owner.
The moment I walked through the doors of DSA
and interviewed with Mike and Courtney, I knew
this was the place for me. The environment is
one of a kind and the people are some of the
best you will ever meet. The opportunity to have
the creative freedom to bring new and exciting
ideas to DSA that will hopefully not just benefit
us, but all of Downtown Stockton, was something
I could not pass up. On top of that, it is located in
one of the coolest and oldest buildings in all of
Stockton, the Belding Building, which was built
in 1915 and named after former Stockton Mayor,
Charles Belding.
2025
In 2025, I got to see the community come out
and support awesome Downtown Stockton
events. It was exciting to shoot photography
and videography for the Dia de Los Muertos
celebration, the Opening Night for the Stockton
Kings, the 2025 Christmas Tree Lighting on the
waterfront, and many more. It is wonderful the
way each of these events stem from a deep love
for Stockton and its community. I also enjoyed
working on several projects, like filming and
editing Doorways to Downtown; helping improve
the podcast studio setup for Talk to Downtown;
taking drone shots for Snapshot Saturdays
and Property Mondays; and editing the soon
to be released new Spirits of Downtown about
the Belding Building… Are there ghosts in the
building? What do you believe?!
2026
In 2026, I am looking forward to really investing
in innovative ideas and improving old ones. We
are looking to host a new Spirits of Downtown
— this is the most exciting and fun project of
them all for me. We have many new episodes of
Doorways to Downtown in the works as well. I
feel extremely grateful to have the opportunity to
highlight downtown businesses and help them
grow. There is always room for growth; if you see
me walking the streets of downtown come and
say hi – I would love to hear from you!
Best,
James Greer
Videographer/Digital Media
Specialist
NEW HIRE!
Real Estate
In 2025, we saw the sale or change of ownership of
at least 40 properties in Downtown Stockton. We also
posted 51 #PropertyMondays posts featuring at least
23 properties for sale or lease within the district. At the end of the year, there were 21 listings in our real estate directory.
National Night Out
This year, we once again hosted National Night Out
in partnership with the Stockton Ports, SJ Office of
Education, and Main Street Y outh & Family Services
at Banner Island Ballpark. We saw hundreds of
attendees, many of them were families who had the
opportunity to attend a baseball game and win raffle
prizes for free. This event featured dozens of local
organizations and businesses who donated their time
and giveaways to make this an outstanding public
event.
Staff
We were blessed to have a great group of interns
this year, one of which got hired onto staff; we also
added Videographer/Digital Media Specialist, James
Greer, to our team.
2026
Since we now have more short-form video content,
in 2026, we plan to finally launch a TikTok channel. It will feature our
Doorways to Downtown promo clips,
Talk to Downtown promo clips, Intern Adventures ,
What’s Happening This Weekend in Downtown
Stockton weekly series, Downtown Stockton Drone
videos, #PropertyMondays clips, and any other
content that we think would appeal to our audiences.
In the coming year, we plan to continue the
momentum of significant growth on YT, IG, and FB;
wrap up spending of our ARPA funding; and work on
attracting a grocer to Downtown Stockton.
I am very excited about the direction in which our
Economic Development & Marketing Departments
are headed. We can only go up from here!
Best,
Courtney Wood, MBA
Economic Development &
Marketing Director
James Greer
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
1818
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. Later that year I was
offered a job with the DSA as a
Hospitality Guide. 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 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. Monday
through Friday, the homeless can
take a shower while waiting for a
mobile laundry service to wash,
dry, and fold their clothes. Also,
depending on the day of the
week, 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 ago. I
take pride in my 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.
In 2024, I was granted the
Hospitality Hero of the year
award from Visit Stockton. It felt
great to be recognized for the fun
work I do. Although I am now the
Projects Manager, I will always be
a Hospitality Ambassador at heart.
2025
One of my accomplishments
this year was assisting local
businesses who participated in
the San Joaquin County Facade
Enhancement Grant Program.
Several businesses created a
more welcoming and aesthetic
appearance of their neglected
commercial properties. I was
humbled to see the various
facade improvements.
In 2025, we added all
Military banners around the
Stockton Civic Auditorium,
which also houses the VFW
office. We also added and
relocated many new banners.
2026
The Downtown Stockton
Alliance team is amazing. I am
beyond thankful to have worked
with them for 18+ years. They
have supported the City of
Stockton in so many ways. I’m
proud of the work we continue
to do. Through the years, I have
seen so much positive growth
and many projects that became
successful accomplishments. I
look forward to the opportunities
ahead for this coming year in
Downtown Stockton. If you see
me out and about, please feel
free to stop me and say hello.
Best,
Johnny Palacios
Project Manager
PROJECTS MANAGEMENT
CODESTACK CONFERENCE LIVE 2025
Johnny Palacios
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
1919
DSA 2025 INTERNS
Meet Olivia Lee
My name is Olivia Lee, and I’m originally
from South Korea where I studied event
planning and marketing. During my
studies, I became fascinated with the
United States – home to the world’s largest
entertainment market – and dreamed of
experiencing this industry firsthand. That
curiosity led me to discover the WEST
program, which opened an amazing
opportunity to work as a marketing intern
with the Downtown Stockton Alliance...
Before arriving in Stockton, I’ll be honest
– I was nervous. Moving alone to an
unfamiliar place felt overwhelming and
having focused primarily on events and
entertainment in my studies, I wasn’t
entirely sure how I’d contribute to DSA’s
work. Those initial worries quickly
disappeared once I started working
with the team. From day one, everyone
made me feel genuinely supported and
included. The warmth and kindness of my
colleagues created such a comfortable
environment that I actually looked forward
to coming to work each day.
The role challenged me in the best
possible ways. I got to try things I’d never
done before – creating Instagram reels,
operating drones for video content,
working at community events through
tabling, and so much more. Sure, there
was definitely a learning curve at first,
and some tasks felt intimidating. But
as I gained confidence, I found myself
genuinely enjoying these new challenges.
Each project taught me something
different, whether it was technical skills,
creative problem-solving, or simply how to
communicate more effectively with diverse
audiences...
Through this internship, I’ve discovered
new strengths and possibilities within
myself. I’ve learned that stepping outside
your comfort zone, even when it’s scary, can
lead to the most rewarding experiences.
The confidence I’ve gained here, the
skills I’ve developed, and the memories
I’ve made will stay with me forever.
Meet Andy Nguyen
My name is Andy Nguyen. I’m a local
Stockton resident and a California State
University, Sacramento alumni. Recently,
I’ve had the incredible opportunity to work
as a Marketing Intern for the Downtown
Stockton Alliance (DSA). Through this
internship, I was able to start my career and
discover what the marketing world is truly
like. This experience has changed my life—
let me tell you about it.
Before I found the DSA, I was finishing my
Digital Marketing Program and wondering
what the next chapter of my life would
hold. I quickly grew tired of just reading
and studying; I wanted to know what it
felt like to have real-life experience. When
I discovered the DSA was looking for a
Marketing Intern, I jumped at the chance.
Everything I had imagined about working
in marketing was realized through this
internship. I’ve gained hands-on experience
across a wide range of marketing and
communication channels, including social
media management, short-form content
creation, and photography/videography...
When I decided to major in marketing,
I knew I wanted to help guide people
toward the best decisions in life—whether
that meant designing a brochure about
a college’s programs offered, crafting
newsletters to inform the public about local
news, or creating videos about the next
big restaurant to try. I wanted to make an
impact in people’s lives through these forms
of communication, and with this internship,
that goal became a reality.
In my six-month internship, I’ve gained
invaluable experience. Honestly, it feels
surreal to be where I am right now. One year
ago, I never would’ve thought I’d be here.
I want to extend my gratitude to the DSA
for the opportunity and the people I’ve met
along the way. But my journey doesn’t end
here! I’m thrilled to announce that I’ve joined
the DSA as a staff member! I’m excited to
further our mission and continue doing my
part to help Downtown Stockton thrive.
Meet Catalina Franco-Gomez
I am Catalina Franco-Gomez aka Mz
Bling and I’m a proud Stocktonian. I
am a first-generation university student
at the University of the Pacific. I am
studying in Business Administration with
a concentration in Marketing and Media. I
work for University of the Pacific Athletics as
a marketer and street team member... And
of course, I worked for Downtown Stockton
Alliance as a marketing intern for Summer
2025 and won’t forget this experience!
Let me tell you more! During my amazing
experience, I had many roles and duties.
All are fun and exciting, I promise. As a
photographer, I got to go around Downtown
and take pictures, of nature, people, sites,
and events. As well as businesses helping
them reach their audiences. I was also
the merch model. As a drone driver, even
though I was just a beginner, I got the hang
of controlling one, and got to take shots
and video above downtown. I attended
events as a DSA representative with my
other wonderful intern partners and sell
merch while giving out our giveaways! For
the social media aspect, I got to repost and
create new ones for events and highlighting
businesses in our area. I even got to be a
journalist for writing blogs and information
about events and businesses. I also got
to create videos about attending events
and to make everyone aware what was
happening in Downtown. They are called
Intern Adventures and can be found on our
IG, FB, and YouTube!
I want to deeply thank the Downtown
Stockton Alliance for this wonderful,
exciting opportunity that I got to experience,
in just 3 months! Everyone in the DSA was
very professional, polite, and welcoming.
A real business and supporting the city,
feeling. Because of this opportunity I got to
experience all the great things that I did! I
learned things that I never tried before and
faced some challenging ones.
Thank you and SHOUT OUT to
DOWNTOWN STOCKTON ALLIANCE !
This year, the DSA
conducted several
internships.
We hosted one
new intern
from the Korea
WEST exchange
program; an
intern from
University of the
Pacific, and an
intern from CSU,
Sacramento.
All of our interns
this year were
a huge help to
the DSA — from
taking Intern
Photos of the
Week, to filming
and editing Intern
Adventures, to
scheduling social
media posts,
tabling at events,
and more.
We couldn’t have
had such a stellar
year without our
interns.
Thank you!
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2020
DSA
BUDGET
ST. MARY’S CHURCH
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
2121
2025
2026
INCOME
Assessments
Atlas Contract
Banner Income
Contracts - WMN & Sanitation
Outside Services - Contracts
Outside Services - Miracle Mile
Outside Services - LAZ
Powerwashing Services
Insurance Reimbursement
Miscellaneous Income
Budd Alley Compactor Service
Digital Grant / ARPA
SJC ARPA Funding
SJC ARPA Administration Fee
Other Income
TOTAL INCOME
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
$1,292,928.06
$21,450.00
$16,450.00
$79,924.40
$4,500.00
$161,148.98
$115,150.00
$5,400.00
$11,986.02
$10,570.44
$15,252.00
$59,768.82
$440,425.92
$11,454.95
$176.58
$2,246,586.17
$1,133,954.27
$46,471.47
$15,466.27
$1,305.54
$6,408.53
$325,018.09
$19,470.24
$35,709.66
$106,680.47
$18,282.81
$52,988.62
$476.25
$84,501.26
$63,461.82
$501.40
$10,000.00
$1,920,696.70
$325,889.47
INCOME
Assessments
Atlas Contract
Banner Income
Contracts - WMN & Sanitation
Outside Services - Contracts
Outside Services - Miracle Mile
Outside Services - LAZ
Budd Alley Compactor Service
Focus Block SJC ARPA Facade
SJC ARPA Funding
SJC ARPA Admin. Fee
TOTAL INCOME
$1,362,715
$30,000
$19,430
$76,465
$500
$140,471
$126,000
$12,000
$250,000
$250,000
$60,000
$2,327,581
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
$1,341,852
$33,500
$13,500
$10,000
$13,500
$485,000
$18,000
$30,200
$124,000
$40,000
$63,200
$1,025
$90,000
$46,000
$700
$10,000
$2,320,477
$7,104
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2222
STOCKTON KINGS OPENING NIGHT
STOCKTON KINGS OPENING NIGHT
NATIONAL NIGHT OUT
TE FA’A NO TE ‘ORI
ADVENTIST HEALTH ARENA TRICK OR SUITE
DIA DE LOS MUERTOS FESTIVAL
FEAST AT THE FOX
CITY OF STOCKTON TREE LIGHTING
CODESTACK CONFERENCE LIVE
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
2323
National Night Out
Te Fa’a No Te ‘Ori
OUR 2025 PARTNERS
EVENTS ATTENDED OR PARTICIPATED IN
SPECIAL EVENTS & PROJECTS
EVENTS HOSTED OR SPONSORED
PROJECTS
AMERICAN RESCUE PLAN ACT (ARPA)
Downtown Stockton Entrepreneur Support Program
Downtown Stockton Window Wrap Program
Downtown Stockton Window Repair Reimbursement Program
SJC Facade Enhancement Grant Program
4th of July Festival
ACE Rail 49ers Launch
Adventist Health Arena Trick or Suite
Adventist Health Arena 20th Anniversary
Business Team San Joaquin
CA Economic Summit
Channel Street Improvement Ribbon Cutting
Christmas in July at the Mexican Heritage Center
City of Stockton Annual Christmas Tree Lighting
Civic Auditorium Memorial Day Celebration
Codestack Conference
Codestack Downtown Location Ribbon Cutting
Dia de Los Muertos
Downtown Business Watch
Earth Day
Friends at the Fox Classic Movie Series
G.L.O.M. Ribbon Cutting
Granny’s Soul Food Grand Opening
Koniack Mural Ribbon Cutting
LAZ (PARK)ing Day
Leadership Stockton Veteran’s Mural Unveiling
Main Street Y outh & Family Monster Mash
Main Street Y outh & Family Christmas Toy Drive
RTD Metro Market
S.H.A.W. Bar Anniversary
StocktonCon
Stockton Kings Opening Night
Stockton PD Trunk or Treat
ASM Global
Bank of Stockton
Caltrans
City of Stockton (COS)
Codestack
COS Economic
Development (EDD)
COS Parking
LAZ Parking
Little Manila
Main Street Y outh & Family
Services
Mexican Heritage Center
Miracle Mile Improvement
District
Port of Stockton
SJ Regional Rail Commission
SJC Admin
SJCOG
SJC Employment &
Economic Development
Stockton Kings
Stockton Police Department
Stockton Ports
Tio Pepe’s
Visit Stockton
Alliance Buildings
BGS Builders
City of Stockton (COS)
Creative Property Renewal
Dream Quality Builders
Construction
Freeman
The S.H.A.W. Bar
Success Ink
Tantra Ink House of Permanent
Make-up
ASM Global
Blazin Cajun’
Cast Iron Trading Co.
Nena’s Mexican Cuisine
Stockton Kings
Stockton Ports
University Plaza Waterfront
Hotel
Visit Stockton
Hotel Stockton
The HUB
Main Street Y outh & Family
Services
San Joaquin Office of
Education
Stockton Ports
Kelly Howard
Robert Ballerini
Stephanie Ballerini
Lisa Praxel
Tara Shuttleworth
Ava Community Energy
Bank of Stockton
City of Stockton Arts
Commission
City of Stockton Economic
Development Department
City of Stockton Fire
Department
City of Stockton Mayor’s
Office
Downtown Comeback Club
Digital NEST
Huddle Co-work + Create
San Joaquin County District
Supervisor
San Joaquin County Law
Library
GENERAL BUSINESS FACADE
ENHANCEMENT
GRANT PROGRAM
DOORWAYS TO
DOWNTOWN
DOWNTOWN
STOCKTON
COMMERCIAL
MUSIC TO OUR EARS
NATIONAL NIGHT OUT
SPIRITS OF
DOWNTOWN
TALK TO DOWNTOWN
4th of July Holiday Decor Contest
Doorways to Downtown
Downtown Stockton Commercial
Downtown Stockton Storefront
Intern Adventures
Service Branch Banners Around Civic Auditorium
Spirits of Downtown
St. Patrick’s Day Holiday Decor Contest
Stockton Kings Crosswalk Mural
Talk to Downtown
Valentine’s Day Holiday Decor Contest
What’s Happening This Weekend Series
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2424
FEAST AT THE FOX
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 ANNUAL REPORT
2525
2026 GOALS
⊲ 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.
⊲ Increase social media presence and
followers using ARPA grant dollars and
resonating content.
⊲ Continue Doorways to Downtown, Talk
to Downtown, Spirits of Downtown, Intern
Adventures, and What’s Happening This
Weekend video series.
⊲
Host National Night Out and Mid-Autumn
Moon Festival in collaboration with our partners.
⊲ Attract new downtown business tenants and
support existing tenants.
⊲ Recruit a grocery store anchor for Downtown Stockton.
⊲ Fund installation of removable bollards and
string lighting in front of the Bob Hope Theatre.
⊲ Collaborate with the Sacramento Navigator
program to assist the homeless in the
downtown area.
EXHIBIT 1
2025 ANNUAL REPORT // DOWNTOWN STOCKTON ALLIANCE
2626
DOWNTOWN STOCKTON
STOREFRONT
DIA DE LOS MUERTOS FESTIVAL
EXHIBIT 1
DOWNTOWN STOCKTON ALLIANCE // 2025 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