|
Fifteen years ago downtown Willow Glen had so many consignment and thrift shops the San Jose City Council passed an ordinance restricting the number. Today, through the efforts of downtown merchants, the Willow Glen Business and Professional Association and District 6 Councilman Ken Yeager, this same neighborhood has developed into an eclectic mix of specialty shops and restaurants.
Now the Willow Glen Business and Professional Association wants to build on this vibrancy by increasing its Business Improvement District fees, a cost merchants and professionals pay as part of doing business in downtown Willow Glen.
It would be the first time in 15 years that the association has raised the fees. We think the time is right, and we urge the city council to approve the association's request at its June 28 meeting.
Just three years ago, the association was struggling to find itself. The organization elected a new set of board members, developed a strategic plan to help unite downtown businesses, and enlisted the financial help of the city.
Since then it has accomplished much--hiring a business manager, creating a new website, revising the bylaws to strengthen its board, sprucing up the downtown and encouraging the city to upgrade pedestrian crosswalk safety along the avenue.
The association is ready to take the next step in the downtown's continuing growth--increasing customer traffic on Lincoln Avenue and its adjoining streets through advertising.
The association wants to create a downtown brand image by working on its marketing and advertising strategy, but the current BID fees are not sufficient to accomplish these goals.
With an increase in BID fees, the annual revenue will increase from $55,000 to $110,000. A large portion of those funds--$78,000--will be used for promotional purposes and to create "cooperative advertising," association executive director Norma Ruiz said.
This approach will help defray high advertising costs for individual businesses and generate greater visibility and presence for professionals and merchants located in downtown Willow Glen.
The BID increase will be used to publish a new business directory. One has not been printed in three years, yet many new shops and restaurants have become part of the downtown community. Funds would also be applied toward website maintenance and a newsletter.
The association's goal is to make Willow Glen a distinctive downtown shopping and dining experience that will benefit all the businesses. With the extra dollars and a board that is eager to achieve these objectives, we believe this is an excellent time to realize these goals.
|
