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HomeMy WebLinkAbout13 FNDG TOTA 09-16-02AGENDA REPORT NO. 13 09-16-02 MEETING DATE: TO: FROM: SUBJECT: September 16, 2002 330-20 WILLIAM A. HUSTON, CITY MANAGER REDEVELOPMENT AGENCY REQUEST FOR FUNDING FOR THE TUSTIN OLD TOWN ASSOCIATION SUMMARY The Tustin Old Town Association (TOTA) is requesting financial assistance. RECOMMENDATION The pleasure of the 'City Council. BACKGROUND/DISCUSSION TOTA has previously asked that a request for City funding be considered as part of the 2002-03 budget proceSs. Since they received no response they have again asked that their request be agendized. TOTA was incorporated on March 17, 1997 as a voluntary, non-profit, mutual benefit corporation. Its primary purpose is to recognize and fulfill the unique and varied business interests and needs of Old Town businesses. To date, the Redevelopment Agency has provided financial support to TOTA of $45,000 as described below: Fiscal Year Amount Work Tasks 2001-02 $15,000 Business Enhancement, Promotion, design/ development, organization and programs. 2000-01 $15,000 1997-98 $15,000 " Request for Funding for the Tustin Old Town Association Page 2 In providing funding in previous years, the Agency has approved a specific agenda with commitments by TOTA to a specific work task for the fiscal year funding was approved. A copy of the Fiscal Year 2001-02 Agreement is attached as an example. Should it be the pleasure of the City Council to fund TOTA activities, the Agency recommends that Council instruct staff to prepare an agreement for Redevelopment Agency approval with a specific list of TOTA program commitments over the next Fiscal Year 2002-03. Christine Shingleton Assistant City Manager August 6, 2002 Mr. William Huston, City Manager City of Tustin 300 Centennial Way Tustin, CA 92780 RE: City Funding Assistance Request Dear Mr. Huston: Thank you for filling me in on this process. I am requesting that the request for City funding from Tustin Old Town Association be put on the agenda for the September 3ra City Council Meeting. I will be able to attend this meeting and respond to any questions. M~i/,?OTA PreffrsiJ~det A nt~,' ~6/-~ August 21, 2002 Mr. William Huston, City Manager City of Tustin 300 Centennial Way Tustin, CA 92780 AUG · Re: City Funding Assistance Request Dear Mr. Huston: Per our discussion this request for financial assistance is respectfully submitted to the City of Tustin Redevelopment Agency. While the City's generous past funding assistance has been instrumental in sustaining the Tustin Old Town Association through our difficult formulative years, it is our sincere hope that we can either move TOTA forward toward self-sufficiency in the coming year or provide for an ordedy termination of the formal merchants organization. To this end, the TOTA Board has decided to return to its merchant odented roots for the 2002-2003 year, including expanding our marketing and promotional efforts on behalf of our merchants, refocusing our efforts to outreach to new merchants, increasing our membership, and promoting the Old Town business district. Our activities will put the Main Street Program on the back burner, while we pursue increasing merchant support and raising matching funds. A large measure of our marketing and promotional activities for the next year will focus on capitalizing immediately on the new environment in Old Town created by the soon to be completed streetscape improvements. Attached is an outline work program for the 2002-2003 which reflects a reduction in the number of committee activities as was determined by the TOTA Board at its meeting on August 7th. TOTA's committees have been reduced and restructured to include 1 .) Organization and Membership, and 2.) Marketing and Promotion. This will enable us to concentrate on the immediate needs of the Old Town businesses with the limited financial and human resources available to us. TOTA has always been appreciative of both the City's financial support and the guidance and counsel of Redevelopment Agency staff. While we know everyone's budget is tight this year, we are requesting $15,000 or any financial support the City can provide to assist us as we stdve to get on track. '~ Respectfully ~ubmitted'//2 2002-2003 WORK TASKS PROGRAM . Organization & Membership 1.1 Maintain current membership rooster and data base of all businesses in the district for inclusion in all outreach and promotional activities. 1.2' Conduct area-wide membership campaign focusing primarily on retail merchants and businesses in the district to ensure a commonality of purpose. 1.3 Conduct more area-wide merchant business mixers (at least monthly) to expand membership relationships and improve communications between the merchants and TOTA. 1.4 Redefine roles and responsibilities of TOTA Board and committee members to ensure good communication and streamline work efforts. 1.5 Perform necessary administrative tasks as: 1.5.1 Election of Officers; 1,5.2 Annual business meeting and installation dinner; 1.5.3 Monthly Board meetings; 1.5.4 Committee meetings as deemed appropriate; 1.5.6 Regular review and update of accounting/auditing practices, purchasing activities and communication response procedures. 2. Marketing and Promotion , 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 Recruit services of professional downtown marketing and promotional consultant to assist in formulating viable outreach programs to district merchants, effective marketing strategies and reasonably achievable promotional events. Identify and implement a sustainable annual events calendar and disseminate promotional materials on a local, regional and statewide basis; identify effective success measurement tools for post-event evaluation. Publish and distribute a newsletter to all businesses within the Old Town district and make available to the local residential community to communicate accomplishments, current activities and upcoming events. Update and expand an Old Town Tustin business directory for dissemination at all retail business establishments in the district and explore means to expand distribution on a regional basis including business, conferencing, convention and tourist serving areas in Orange County, as well as to other Old Town districts throughout southern California. Create City-Business forum to encourage positive community liaison, which should also include the Chamber of Commerce and other civic organizations and groups in the City of Tustin. Prepare a "Welcome to Old Town" package for new merchants to assist in business outreach and owner's prospecting for tenant to fill vacant downtown retail space. Develop a sustainable co-operative advertising program with assistance from an experienced downtown advertising professional, including a delineation of the Old Town market target trade area(s) and identification of tools to evaluate the effectiveness of various ad media placements; capitalize on free media exposure at every opportunity. Continue participation in the preparation of appropriate Old Town design guidelines and project reviews with City and Redevelopment Agency staff. General 3.1 3.2 3.3 Provide periodic reviews (not less than annually) of accomplishments to City Council and city staff. Conduct annual audit of books within 60 day of close of fiscal year and submit for City review. Prepare contingency exit strategy for collapsing organization, if necessary, to ensure legal requirements are satisfied while providing for continuing ad hoc merchant activities and liaison with the City.