Old Pasadena Management District

Annual Report 2004

Page 2 2004 ANNUAL REPORT 2004 REPORT ANNUAL

MISSION STATEMENT

T he mission of the

Old Pasadena Management District

is to enhance and promote Old Pasadena

as a unique, authentic and vibrant

downtown experience. Page 3 A Message from Our Leadership ANNUAL REPORT 2004 REPORT ANNUAL Our annual report provides bringing our crime rate down to while making significant physical the Old Pasadena Management new record lows. improvements to the garages. As with District leadership the opportunity As a premier destination any new business venture, we will to reflect upon where we have been, in , Old Pasadena learn, grow and adapt to this new and where we are going. Two continues to attract patrons, new management challenge for our Thousand and Four was a year businesses, solid real estate investment, organization. Nothing changes our of many outstanding achievements, and new residents. Significantly, of commitment to preserve the integrity for example, our resources were the top 20 L.A. area attractions, of the Old Pasadena “brand.”We maximized as we advocated on Old Pasadena ranked above 3rd must continue to protect and major development and planning Street Promenade, Six Flags Magic enhance the image of Old Pasadena issues with City Council, the Mountain, the Queen Mary and in the minds of the people of City’s advisory commissions and Olvera Street as visitor destinations , the nation and the world. our neighbors. Our focused strategy in a recent tourism research study. As keepers of the brand and passion of our Directors and And for everyone visiting the City and the vision, we must continue to committees helped us build better of Pasadena, Old Pasadena is rated position Old Pasadena as an working relationships, and helped the number one visitor attraction. authentic and vibrant downtown. ensure effectiveness at affecting a Our efforts seem to be working. Working together, we have unified voice in public policy, in the We are proud to be made Old Pasadena stronger, cleaner interests of Old Pasadena. representing a thriving and growing and safer, and will continue to do But our organization’s community. Our theme for the so in the future. None of this is history goes beyond last year. Continuation campaign, the effort possible without our committed This is because the Old Pasadena to continue our funding, is Board of Directors and our dedicated Management District has a solid “Building On Success.”After all staff. We thank the Pasadena City five-year history of taking care of these years, the Old Pasadena Council, City staff, our property our collective interests. Owners Management District is still doing and business owners, non-profit and investors like ourselves are what it was created to do, continuing partners, and our residents for your now able to see the rewards of our to reinvent itself. As our community support in shaping our District’s work before our eyes, as retail sales changes, so must we. future. We are truly “building on and property values continue to The organization took success,” and appreciate your support. increase. We have watched our new on a new contract for services in Ambassador Guides become truly 2004, to help the City of Pasadena recognized as our eyes and ears. manage the public parking garages. They help our visitors and While we did not realize our ambi- customers feel at home, and in tious budget goals in our first year Suzanne Marks, Chair partnership with the Pasadena of this contract, we were able to Police Department, they contribute operate these public parking garages to the success of our District by at less cost than in prior years, Russ Hanlin, Chair-Elect Page 4 Purpose ANNUAL REPORT 2004 REPORT ANNUAL The Old Pasadena Management District exists to protect

and serve the collective interests of the owners, tenants, and

residents of Old Pasadena. It was formed in 2000 as a

private, non-profit management company. Governed by an

elected Board of Directors, the Old Pasadena Management

District also manages the Old Pasadena Property-based

Business Improvement District (PBID), under a contract

with the City of Pasadena. Page 5 Business Improvement District ANNUAL REPORT 2004 REPORT ANNUAL The PBID provides for a contract for services with the

City of Pasadena, and this partnership creates the core budget for the Old Pasadena Management District.

This public-private partnership allows for the property owners in the district to pay an additional property tax.

These tax assessments finance needed services and programs such as cleaning, security, marketing, economic development, and advocacy on behalf of the district.

The stakeholders determine the level of needed services, and the organization operates with active and open participation from the Old Pasadena community. These programs and services contribute to a cleaner, safer district that is being positioned for continued success.

This reflects the best interests of the district stakeholders and the City. Page 6 2004 Committees ANNUAL REPORT 2004 REPORT ANNUAL ECONOMIC Goal: To encourage and facilitate appropriate development, growth and DEVELOPMENT renewal through all of Old Pasadena, and to ensure continued economic Dan Mellinkoff, Chair vitality in the district. Helps guide advocacy efforts, and overall long-range and strategic planning for the district.

FINANCE Goal: To effectively manage the financial affairs of the Old Pasadena Man- Andre Navasargian, Chair agement District, and to financially plan for a sound future for the PBID. Sally Lunetta, Treasurer

MAINTENANCE Goal: To keep the streets, sidewalks and alleyways in Old Pasadena clean, Marilyn Buchanan, Chair attractive and inviting, and to encourage private participation in strong maintenance standards.

MARKETING Goal: To position and promote Old Pasadena as ’s AND PROMOTIONS premier urban destination, in order to maintain and expand our customer Greg Gillooly, Chair base and increase sales.

SAFETY Goal: To ensure the Ambassador Guide Program contributes to a safer Gary Dimkich and environment for visitors and employees, and to build strategic partnerships Dan Hayes, Co-Chairs with law enforcement and other agencies working to address public safety.

Participation in Old Pasadena committees or meetings is open to anyone with a stake or interest in the programs and purpose of the organization. Meeting schedules are published in our weekly “Just the Fax” newsletter and meeting agendas are posted in our office window, in accordance with the Ralph M. Brown Act.

For additional information or to be added to a committee roster or mailing list, please call 626.356.9725, or visit the official Old Pasadena web site, www.oldpasadena.org. Page 7 2004 Highlights ANNUAL REPORT 2004 REPORT ANNUAL Successfully advocated at City Hall for changes to the Central District Plan, affecting planning, zoning and entitle- ments for District stakeholders. Researched and developed benchmarks for the purpose of measuring the impacts and benefits of the PBID services. Changed vendors for the Ambassador Guide Service by hiring Block By Block in February, introducing new uniforms and an improved approach to safety services. Introduced “The Real Deal,” Old Pasadena’s full color newsletter with quarterly distribution to owners, businesses and community leaders. Created and launched “JobSite!” on www.oldpasadena.org as a benefit to our businesses and to the community. Expanded the Old Pasadena “The Real Downtown” brochures by adding a full panel, allowing for a better design with a growing business roster listing all ground level businesses. Conducted second Annual Meeting with expanded attendance. Inaugurated “Cinema in the Park” movie series at the Levitt Pavilion for the Performing Arts, raising money for cancer relief and providing free entertainment to the community every Saturday night in May. Conducted second annual Golf Tournament, raising money for events programming. Introduced the Holiday Décor campaign on the rooftops in Old Pasadena with coordinated ornament elements in store windows throughout Old Pasadena. Under a separate contract with the City of Pasadena, took over management of the three City-owned parking garages in Old Pasadena. ANNUAL REPORT 2004 Page 8 2 1 3 4 2 4 Page 9 Formulas & Boundaries 2004–2005 ANNUAL REPORT 2004 REPORT ANNUAL

LOT RATE GROUND FLOOR NON-GROUND FLOOR

Zone 1 $0.1276 $0.2871 $0.1435

Zone 2 $0.1276 $0.1435 $0.0717

Zone 3 $0.1276 $0.0000 $0.0000

Zone 4 $0.0638 $0.0000 $0.0000 Page 10 2005 Work Plan ANNUAL REPORT 2004 REPORT ANNUAL 2005 is a major turning a solid return on investment Conduct formal review and point year for the Old Pasadena for Old Pasadena stakeholders. update of governing Bylaws Management District. In addition to to address good governance, Organize and provide staff operating our programs and services compliance with business support for broad-based in the fifth year of the Property– operations and State law campaign with input from based Business Improvement District changes. stakeholders. (PBID), we are also charged with Provide additional resources ensuring that the campaign to con- Manage and monitor success- and improve financial account- tinue its future funding is successful. ful completion of PBID ing and reporting, including Therefore, the most overriding election campaign, including technology and software component in our 2005 Work Plan the production of all ballots changes for record keeping. is the completion of the Continuation and materials used to sell campaign, resulting in secure the benefits of the program, ADVOCACY AND funding support from our property and the administration of a ECONOMIC DEVELOPMENT owners for another five-year term. volunteer-based campaign to Continue to maintain strong secure support. CONTINUATION CAMPAIGN working relationships with ADMINISTRATION City Council members, City Evaluate business and finan- staff, and community interests, cial operations for the Relocate into a more to ensure access and support organization’s five year history, permanent office location, at City Hall. and develop a new five-year establishing a professional Business Plan. working environment and Continue to provide monthly quality work space within economic development meet- Research and develop cam- budget. ings as a forum for property paign mechanism to ensure owners, developers, managers success, including viability Continue to provide stable and City staff, to exchange of in-house campaign and professional staff, with up-to-date information and management. the ability to respond to new working knowledge of the opportunities and challenges. Develop and manage operat- District’s development activities. ing budget for Continuation Meet and exceed all contract Regularly monitor public efforts. requirements for PBID policy and make recommen- management and parking Research and develop bench- dations to the Board of garage management contracts, marks and data, demonstrating Directors for needed advocacy including all reporting positions on behalf of Old requirements. Pasadena. Page 11 2005 Work Plan (continued) ANNUAL REPORT 2004 REPORT ANNUAL Work to better define the Ambassador Guides and the Provide response-based organization’s role in eco- Parking Garage Security Team. cleaning service with porters nomic development, including and our mechanized sidewalk Expand and complete training the recruitment and retention scrubber for high-traffic for Ambassador Guides for of tenants. Continue to work times throughout the year. terrorism response, emergency closely with the City and management, and continued Continue increased service property owners to facilitate education for aggressive pan- for litter collection during changing uses and ensure handling response. high-traffic summer months, a strong mix of businesses and continue increased service and uses. Expand and document bench- on Green Street as needed for marking for Guide service, SAFETY seasonal berry cleaning. using the Pipe patrol system Continue high standards for for accurate deployment and Purchase and demonstrate, as Ambassador Guide Service, consistency of service loca- a pilot project, the placement providing up to 380 hours tions for Ambassador Guides. of Dog Walk Dispenser of service per week and Bags in key locations near Continue community service allowing for flexibility to parks and residential areas, as through “Adopt A Meal” increase staffing for safety a benefit to local residents. program with the Union reasons as needed. Station Foundation. Purchase additional new Establish a permanent trash cans, rotating inventory Coordinate safety efforts Ambassador Guide presence into needed locations. with local “after hours” as part of our new Old establishments to ensure the MARKETING Pasadena office, fully inte- safety of employees and grating Guide communications Serve as the one-stop infor- patrons, including regular with Old Pasadena operations. mation center for Old planning meetings for major Pasadena, including a visitor Continue to enhance our events and late night impacts. lobby with storefront presence relationship with the MAINTENANCE in our new office location. Pasadena Police Department through involvement in our Maintain high standards Provide high-quality print safety committee and on- for Clean Team, including materials for cooperative going communications. additional cleaning services marketing, promotions, post-. events and Old Pasadena Continue to enhance and functions. promote cross-communication and training between the Page 12 2005 Work Plan (continued) ANNUAL REPORT 2004 REPORT ANNUAL Maintain and foster working provide business-to-business Re-establish a new Parking relationships with businesses, networking, and to build Committee to provide over- civic organizations and City camaraderie in the Old sight and guidance in parking staff, coordinating shared Pasadena community. management for 2005. marketing efforts for the Promote significant and Secure a budget amendment community. high-quality special events from the City of Pasadena, Provide an expanded full- and festivals in Old Pasadena, to provide spending authority color marketing brochure to produced by other promo- as needed for the remainder be broadly distributed tional partners, that showcase of 2004-2005. throughout Los Angeles. diverse entertainment and Develop, recommend and activities. Increase use of our official manage the FY 2006 website www.oldpasadena.org Design expanded holiday Operating Budget, including by including all events and décor plans, and coordinate the research and development activities, and maintaining with businesses and property of the Capital Improvements timely information for patrons. owners to ensure high impact Budget recommendations for and strong participation. the City of Pasadena. Develop and produce signa- ture special events, including Research feasibility, and Complete all scheduled “Cinema In The Park” and determine production and Capital Improvement Projects the “Pasadena Food Bowl,” to marketing costs for a new for 2004-2005, including offer memorable experiences restaurant-based promotion new energy-efficient lighting for patrons and residents. aimed at increasing week- in the garages, new mechanical night restaurant business. equipment, and a new elevator Conduct fundraising for at the Marriott Garage. sponsorship and advertising PARKING MANAGEMENT support for our signature Develop and complete a Under a separate management events and sponsored activities, Request for Proposal process contract, work with the City leveraging additional funding to select and contract with a of Pasadena to effectively and building partnerships for parking operations company manage the three City-owned better promotions. for FY 2005-2006, seeking a parking structures while newly developed contract for Continue to produce the Old protecting the free parking services with better defined Pasadena Golf Tournament, programs important to our operating performance meas- as our fundraiser for the District and its patrons. ures and requirements. Pasadena Food Bowl, to Page 13 Board of Directors ANNUAL REPORT 2004 REPORT ANNUAL CHAIR* Suzanne Marks, Pasadena Advertising CHAIR-ELECT* Russ Hanlin, Sunkist SECRETARY* Hanna Wood, Typecraft, Wood & Jones TREASURER* Andre Navasargian, Real Estate Group PAST-CHAIR* Sally Lunetta, One Colorado CITY REP.* Kirk Pelser, City of Pasadena DIRECTOR* Gene Buchanan, AJB Enterprises DIRECTOR* Jack Huang, BarCelona/Villa Sorriso DIRECTOR* Steve Stathatos, Stats & Fishbecks Victor Ciulla, Twin Palms Fritzie Culick, Old Town Music Co. Gary Dimkich, Delacey’s Club 41 Greg Gillooly, Heritage Wine Co. Dan Hayes, Hayes & Co. Adrian Kalvinskas, Distant Lands Dan Mellinkoff, DM Associates Lt. Tom Pederson, Pasadena Police Department Jim Plotkin, Plotkin Partners Dan Rix, City of Pasadena Rev. Lucious Smith, Friendship Baptist Church

*Denotes Executive Committee Page 14 2004 Old Pasadena Management District Program Expenses ANNUAL REPORT 2004 REPORT ANNUAL

SAFETY 31%

MAINTENANCE 29%

MARKETING 17% AND PROMOTIONS

ADMINISTRATION 16%

*PARKING 7%

*Note: Parking expenses covered by non-assessment revenues from Parking management contract. Page 15 Statement of Financial Position ANNUAL REPORT 2004 REPORT ANNUAL December 31, 2004

Assets

$554,964 CASH AND CASH EQUIVALENTS

264,582 ACCOUNTS AND CONTRACTS RECEIVABLE, NET

18,703 OTHER RECEIVABLES

3,703 PREPAID EXPENSES

74,186 PROPERTY AND EQUIPMENT, NET

3,700 DEPOSITS

$919,838 TOTAL ASSETS

Liabilities

$85,067 ACCOUNTS PAYABLE

18,731 OTHER LIABILITIES

266,126 DEFERRED ASSESSMENT REVENUE

$369,924 TOTAL LIABILITIES

Net Assets

$549,914 UNRESTRICTED

549,914 TOTAL NET ASSETS

$919,838 TOTAL LIABILITIES AND NET ASSETS Staff Roster

2004–2005

Maggie Campbell President and CEO

Bill Norsetter Vice President of Operations

Kirsten Monk Marketing and Communications Manager

Jennifer Minzey Executive Assistant

Lisa Campbell- Events Producer McCorkle Old Pasadena Management District 33 East Union Street Pasadena, CA 91103 626.356.9725 626.356.9775 Fax www.oldpasadena.org