10A Action 2009 0302 - Laserfiche WebLink

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San Leandro by having drawing power for future tenants and customers. Below are just some of the factors that will be highlighted in the marketing plan: • Downtown San Leandro is conveniently located and easily accessible to surrounding communities of Hayward, Castro Valley, San Lorenzo, and the Oakland Hills. It has a BART station and is close to Interstates 580, 880 and 238. • The population within the primary trade area is 102,657, with an average household income of $75,090.00. • The population within the trade area is 333,156, with an average household income of $76,188.00. • Existing area benefits from a very active daytime population. • The East 14th core of Downtown benefits from the surrounding retail nodes along Washington Street, creating less auto-oriented areas for gathering. • The immediate trade area is densely populated and growing. It is estimated that San Leandro's population will grow by 37% between 2006-2011. • Downtown San Leandro has some established special events, including the Sausage and Suds event and the seasonal Farmers' Market, providing marketing opportunities to draw visitors and guests from the entire trade area to Downtown San Leandro. The City can consider hosting additional special events such as parades, fairs and a weekly Farmers' Market that will draw from the city neighborhoods and further. TACTICS To fully serve the trade area of Downtown San Leandro, the current merchandising mix of Downtown San Leandro must be expanded to include specialty retailers and restaurants. The current trend in our society is that people have established three places where they spend their time and with home as the first place and work as the second place, the third place is where they go to be in the public - a place to see and be seen. Downtowns are at their best when they are that `third place'. For the year 2009, advertising and promotional efforts will focus primarily on marketing the Downtown to perspective tenants and brokers through a mix of consistent marketing pieces. A creative visual campaign cohesive to the °I Am San Leandro" Campaign of 2008, will be developed to clearly convey the opportunity in Downtown San Leandro. City, Chamber of Commerce and Downtown Business Association Marketing It is important to present this new image in all marketing and advertising efforts associated with Downtown San Leandro. The marketing plan implemented by Main Street Property Services targets the retail community and to maximize the efforts, it is necessary for existing communications within the City of San Leandro, implemented by the City of San Leandro, the Chamber of Commerce and the San Leandro Downtown Business Association to consistently present the Downtown San Leandro identity. Marketing utilized by the City, Chamber of Commerce and the Downtown Business Association may include advertisements in magazines, newspapers, direct mail pieces, handouts, City maps, blast faxes, posters, window banners, website, TV spots, and radio. Continuing to use the identity for promoting the downtown will enable the public to gain maximum exposure of developments in Downtown San Leandro. By targeting different groups through various marketing outlets enables the °buzz" about Downtown San Leandro to radiate through the different trade areas and promote the new image of Downtown San Leandro. Consulting Services Agreement between February 1, 2009 The Redevelopment Agency of the City of San Leandro and Main Street Property Services, Inc.--Exhibit A Page 2 of -14