The association's board voted on May 8 to nearly double its fees to downtown merchant and businesses, increasing its total revenues from $55,500 to $110,000. The increase will mean retailers or restaurants currently paying $240 in annual business improvement district fees will go up to $400.

The fee increase must be approved by San Jose City Council, which has scheduled public hearings for June 7 and June 28 at 1:30 p.m. in San Jose City Hall council chambers.

Association board members said the fee increase is needed to meet the group's ongoing objectives, which include sidewalk cleanings, continuing the holiday decorations and beefing up its marketing, association Executive Director Norma Ruiz said. The additional revenue will also be applied to maintaining the downtownwillowglen.org website and publishing a business directory. Economics has prevented the association from publishing a directory since 2000.

The association represents nearly 400 businesses on Willow Street, Lincoln, Minnesota and Brace avenues. Since the association formed in 1984, local businesses have paid fees to maintain Willow Glen's business improvement district. The original fees increased once in 1988. That increase raised fees incrementally over two years.

In an effort to educate Willow Glen businesses about the fee increase before the city council votes on the matter, the board created BID Committee. The committee is composed of property owner Tom Trudell, Michael Mulcahy of SDS NextGen, Judy Kane of Prudential Realty and Marvin Bamburg of MBA Architects.

During the past several months, each committee member has visited local members to educate them on the board's position regarding the proposed increase. The board also had public meetings on April 27 and May 5.

Trudell said many business and property owners were not happy about the increase, but generally supported the move. Trudell said the board is committed to creating a livelier Willow Glen to attract more business.

Julie Painchaud, who owns Our Secret at 115 Minnesota Ave., wants the board to make sure the money is well spent.

"If my BID dollars are going to go up, I'd like to see them make efforts to help local merchants make money," she said.

Painchaud said she believes money spent for promotional activities and special events is not beneficial for all business. More than half of the increased fees will be used for these purposes.

One of the annual events, Dancin' on the Avenue, has created problems for Painchaud and Falcone Jewelry and Coin owner Vince Falcone in past years. These merchants said the event has attracted drunken customers to their stores. At Falcone Jewelry and Coin, merchandise has been stolen during the event. This year, both businesses plan to be closed during Dancin' on the Avenue.

Painchaud said she would like to see the downtown promote more family-friendly events like the old Founder's Day festival, which she said was great for business. Smaller events, like sidewalk sales and street fairs, would also be beneficial, she added. She would like the association to find a better balance of interests in Willow Glen's diverse business community.

For more information on the fee increase, visit www.downtownwillowglen.org/members.asp or call Norma Ruiz at 408. 298.2100.