In fact, some business owners could surmise that the business association's role in the community has evolved into that of a smaller version of the San Jose Chamber of Commerce.

"I think that you could see it that way," Willow Glen Business and Professional Association President Cara Finn says, "although our emphasis on Willow Glen is a little more specific. The downtown Chamber of Commerce seems broader in their vision."

Business association board member Marvin Bamburg says that he can see the correlation between the two organizations.

"We have essentially the same goals as the Chamber of Commerce," he says. "We are both looking to improve the business climate."

One of those ways is through changing the structure of its organization through the passage of new bylaws and a five-year strategic plan, which was approved in December.

The association has decided that to strengthen its voice and presence throughout the Willow Glen community, it will broaden the association through the inclusion of members outside Lincoln Avenue and the business district area. The association also plans to actively work toward retaining and recruiting businesses as part of its strategy plan.

Although reaching out to other merchants and businesses outside the downtown has been going on for some time now, Finn says, the association plans to continue actively growing the organization, looking to make it more prominent. It views itself as "a strong, grass-roots, advocacy management and marketing organization," according to the statements in its strategy plan.

The association has 350 regular members and 40 associate members.

Associate members are members located outside the Willow Glen Business Improvement District. Finn says the board makes sure those members adhere to the association's philosophy and professional standards.