to the new downtown berkeley brand & campaign steven donaldson, ... the positioning statement...
TRANSCRIPT
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Welcometo the
New Downtown Berkeley
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The Promise of Downtown Susan Medak, Board President
Past, Present, Future John Caner, CEO
Big Splash & New Team Lance Gorée, Operations Mgr.
New Brand & Campaign Steven Donaldson, RadiantBrands
The New Downtown Mayor Tom Bates
UC Berkeley Downtown Dean Shankar Sastry
Where We Go From Here John Caner
Closing Susan Medak
Agenda
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THE PROMISE OF
DOWNTOWN BERKELEY
Susan Medak
DBA Board President
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The Promise of Downtown Berkeley
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PAST, PRESENT, FUTURE
John Caner
DBA CEO
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2009 DBA Board Initiates Planning Process
DBA Board Approves Strategic Plan
2010 DBA starts PBID Planning Process
DBA Board Approves PBID Management Plan
2011 DBA Initiates PBID Approval Process
June 28 – PBID Approved by 71%
2012 January: Start of Big Splash
April: Start of Full Operations
Three Years in the Making…
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Strategic Plan Goals (2009)
• Clean/Attractive– Make downtown an attractive environment free of
litter, graffiti, and grime.
• Safe/Welcoming– Ensure downtown is a welcoming environment and
that residents & visitors feel safe and secure.
• Prosperous /Vibrant– Reduce ground floor vacancy rate to less than 7%– Market & promote lively, fun, dynamic Downtown
• Accessible– Auto, transit, bike, foot, disabled
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District Boundaries
District Boundaries
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PBID Annual Budget
Activity Annual Budget % of Total
Environmental Enhancements• Clean & Hospitality Program• Beautification
$ 750,000$ 100,000
70%
Economic Enhancements $ 200,000 17%
Management & Administration $ 157,500 13%
TOTAL $ 1,207,500 100%
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Big Impact Up Front
Big Splash
(Jan – Mar ‘12)
Full Operations
(Apr ’12 - Dec ’16)
• Deep Cleaning
• Painting
• Landscaping
• Host Ambassadors
• Ongoing Cleaning, Painting, Landscaping
• New Hospitality Program
• Combined Cleaning & Hospitality Ambassadors
• New Marketing Campaign
April 3rd
Launch
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THE BIG SPLASH & NEW TEAM
Lance Gorée
DBA Operations Mgr.
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Deep Cleaning
• Power Washing
• Gum Removal
• Graffiti Removal
• Clean Fixtures
•
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Graffiti Abatement
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Painting
• Fire Hydrants
• Light Poles
• Mail Boxes
• Utility Boxes
• Benches
• Planter Tops
• Trash Bins
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Landscaping
• Large Planters
• Medians Strips
• Tree Wells
• Hanging Baskets
•
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More Landscaping
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“Big Splash” Complete
TASK DONE TOTAL %Trash Removed (est. lbs.) 8,500
Power Washing (Linear Feet) 18,900 18,900 100%
Painted Fire Hydrants 71 71 100%
Painted Traffic Poles 232 232 100%
Painted Light Poles 194 194 100%
Painted Utility Boxes 34 34 100%
Painted Trash Bins 92 92 100%
Painted Postal Boxes 18 18 100%
Cleaned/Painted News Racks 92 92 100%
Tree Wells Weeded/Graded 307 307 100%
Hang Flower Baskets 180 180 100%
Hang Downtown Banners 88 88 100%
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The New Team
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The New Team
Cleaning Ambassadors
1. Jamie Bush
2. Nelson Chavarria
3. Kirk Jacob
4. Okoye Jones
5. Larry Kazuo
6. Mario McCarthy
7. Carlow Paz-Rivera
8. Robert Walker
Hospitality Ambassadors
1. Christopher Boss
2. Carmen Francois
3. Deryl Dewitt
4. Wayne Jones
5. Roberta Montoya
6. Seth Muhammad
7. Tijiri Winesberry
Operations Manager
1. Lance Gorée
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Thanks to our Partners – City of Berkeley
• Office of City Manager
• Office of Economic Development
• Department of Public Works and Transportation
• Department of Parks, Recreation and Waterfront
• Finance Department
• Police Department
• City Clerk’s Office
• City Attorney’s Office
• Mayor Tom Bates
• Councilmember Jesse Arreguin
• Berkeley City Council
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District Boundaries
Thanks to our Other Partners
• All Signs & Installations• Berkeley Chamber of Commerce• Block by Block• BOSS Clean City Program• Bay Area Rapid Transit (BART)• Instant Copy and Laser Printing• Radiant Brands• Shirley Watts Design & John Northmore Roberts & Assoc.• Swimming Aardvark• Telegraph Property & Business Improvement District• Options Recovery• University of California, Berkeley• Visit BerkeleyAnd all the property & business owners, and….
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IT STARTS HERE CAMPAIGN
Steven Donaldson
Radiant Brands
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Common Threads of Downtown
Galleries
Entertainment
Restaurants/foodGathering places
Culture/artsInternational
Trend seekingIdeas/education
Innovation/work
Shopping
SophisticatedNationally recognized
Urban
Emerging
Fun
Original
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Common Threads of Downtown
New Families setting down roots
Established Residents & Suburban Visitors, no kids
Young Professionals, Cal Staff, Faculty, Grad Students, Entrepreneurs
International visitors
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The Positioning Statement
Downtown Berkeley is a vibrant mix
of culture, arts, food and ideas–where
inspiration thrives, a rich urban
environment of innovation and
creativity. The small city with global
influence– it starts here.
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The New Brand
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March 22, 2012
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Poster and window decals
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Visit Berkeley Spread
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Truck wrap
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THE NEW DOWNTOWN
Mayor Tom Bates
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The New Downtown Area Plan (DAP)
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BART Plaza
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The Arrpeggio
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Acheson Commons
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Berkeley City College
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PG&E YMCA Teen Center
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The 60 Boxes Program
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Automated Parking Payment & Validation
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UC BERKELEY DOWNTOWN
Dean Shankar Sastry
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Downtown – Gateway to University
• Clean, welcoming, vibrant: important in attracting and retaining top talent– Faculty, staff, students, parents, alumni, guests
• Current home to number of UCB offices– University Relations, UCB Human Resources– Parking and Transportation, University Hall – UCB Extension, Osher Lifelong Learning Institute
• High profile new growth– R&D: Energy Biosciences Institute, Berkeley Skydeck– Arts: Magnes Collection, BAM/PFA
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Energy Biosciences Institute (EBI)
Waiting for photo
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The Berkeley Skydeck
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The Magnes Collection
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Berkeley Art Museum / Pacific Film Archive
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WHERE DO WE GO FROM HERE
John Caner
Susan Medak
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District Boundaries
Where Do We Go From Here
2012 2013 2014 2015 2016
Cleaning
Hospitality
Beautification
Mkting & Promo
Business Attract
Development
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Help Create a Welcoming & Vibrant Downtown
• Clean / paint your façade, and/or planters
• Report problems to Ambassador Hotline: 550-7550
• Get to know your Ambassador staff
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District Boundaries
Help Promote the New Downtown
Tell friends, family, colleagues
Put poster in your window, office, home
Tell us about your events so we can promote
Friend us on Facebook & follow us on Twitter
Work with us on Downtown story ideas
Put our logo with link on your website
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