OCTA MARKETING FUND REPORT - MARKETING EXPENSES & IMPACT REPORT
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OCTA MARKETING
FUND REPORT
APR 1 - JUNE 30. 2020
PREPARED FOR DOWNTOWN INC & OCTA
MARKETING EXPENSES
& IMPACT REPORT
OC Streetcar is the first modern
streetcar project to be built in
Orange County and will serve Santa
Ana’s historic and thriving
ABOUT
downtown, courthouses, government
offices, education and cultural
OC STREETCAR
institutions, and the thriving DTSA
restaurant scene.
Engaging the Business Community
Expected to begin carrying
passengers in 2022, construction is OCTA initially developed a resource guide
rolling along now to build the tracks for local businesses to provide support
along a 4.15-mile route. during OC Streetcar construction. Highlights
of the Business Resource Directory that
The development of this project encourage support of local businesses
requires collaboration between the include information on how to obtain
government with local residents and construction updates, where to get free
the business community. Therefore, business and support and promotional
many communication platforms have programs including free signage, business
been explored and pursued to spotlights, one-on-one project briefings and
accommodate as many people as the Eat, Shop, Play coupon program.
possible during construction.
ABOUT THE In April 2020, the OCTA Board of
OCTA FUNDS Directors decided to grant $100,000 to
each of the downtown management
organizations this year and next year to
enhance their efforts to market
downtown and create more events to
OCTA Partnership with Downtown help offset the effects from the crux of
Business Improvement District the construction.
Organizations
The downtown groups continue to
Over the past five years, OCTA has solicit ideas, get quotes from vendors,
worked closely with the downtown board members and organization
business district management working groups on how to best use
organizations to ensure businesses these funds to help downtown
are aware, informed and able to businesses within the specific spending
provide input on the OC Streetcar arena of enhancing the marketing reach
project. OCTA Staff have spoken and of the district.
made appearances at downtown
events including DTSA Summer Downtown Inc and Santa Ana Business
Business Lunches, Downtown Annual Council are the two groups that have
Gatherings, DTSA First Saturday been granted the funds on behalf of the
Artwalk, DTSA Sidewalk Sales and businesses in. Please share your ideas,
information sessions OCTA hosted and input, and feedback on ways to promote
co-marketed through the business Downtown
district’s communication channels. by contacting info@downtown-inc.com.
March Restaurant Assoc Meeting (Pre-COVID)
SEEKING
INPUT
An ad hoc group made of Downtown
Inc. board president Ryan Chase,
boardmembers Tish Leon and Gene
Jimenez reviewed $100,000+ of ideas
and proposals that staff had compiled
and came up with several ideas to
Downtown Inc and Santa Ana Business
authorize expenditures based on the
Council continues to seek ideas and
board's initial reactions and some of
input on strategic marketing
the following principles:
initiatives with the OCTA Funds
So far, we brought the information to
20+ restaurant owners at the March
DTSA Restaurant Assoc Meeting,
presented them with the Downtown
Inc board extensively at our May
meeting (which was broadcasted live
on Youtube) after initially explaining
Prioritize media creation, video,
to them about the funds at the
articles, social content and extend
February meeting, we made mentions
reach and exposure
on our Downtown weekly call, we did
Partner with SABC & City on
one-on-one outreach, asked other
banners, district identity materials
downtowns, released an article
and wherever possible
soliciting ideas on our downtown blog
Create new ways and reasons to
and promoted the question on our
access the district: kid-friendliness,
social media and newsletter and in
mural museum, interactivity, etc.
the Voice of OC.
Our hit show follows Maria "The Hot"
HIGHLIGHTS Tortilla as she explores downtown gems,
interviews business owners and artists and
FROM 5TH exposes the spicy flavor that makes DTSA
the "Tajín of Orange County."
QUARTER
The Hot Hour Show
Maria's show is an incredible romp through
downtown style, food and community.
How does The Hot Hour conent help
downtown businesses?
Businesses are featured on the event
including Chevita's DTSA and Twisted Tiki.
Maria also began creating Instagram Reels to
create micro-commercials for businesses
which have each garnered over 1,000
engagements.
The content is engaging with our online
audience and tempers our commercial voice
with cool, community content. In addition,
we promote take-out/dining options while
you enjoy the show.
We continued our partnership with DTSA
HIGHLIGHTS Open Stage to highlight downtown
FROM 5TH
performances in interesting venues and in-
between spaces across downtown.
QUARTER DTSA Open Stage
DTSA Open Stage is the brain-child of
Briana Harley who has been involved in
the downtown music scene since she was a
teenager. Briana continues to produce
diverse music showcases for downtown
which have surpassed expectations in the
quality of performances and the approach
that involves and engages so many
downtown businesses.
Which businesses have been featured on
DTSA Open Stage this quarter?
This quarter, Open Stage held a residency
on the patio of the Congregation DTSA and
Lola Gaspar due to limitations of the
pandemic. In the next quarter, the show
plans to expand at several sites centered
around Wursthaus DTSA.
HIGHLIGHTS FROM
5TH QUARTER
We were approached by the Governor of
California's office regarding a statewide art
collaboration to raise awareness of our state
transitioning out of last Winter's COVID
shutdowns. A local artist was selected by the
state and she created a vision for turning the
ubiquitous blue mask into a series a storefront
display of butterflies.
DTSA Butterfly Project
We worked with the artist and created a
parallel community process where for 6
Sundays we hosted popup free art workshops
for the community to create mosaics of
butterfly masks which are now hung in 3
storefronts across downtown. Over 150
residents made masks and we also showed
butterfly art projections on the side of a
downtown building. Of the 14 communities the
Governor selected, their office said Santa Ana
rose the most support and community spirit.
HIGHLIGHTS FROM 5TH QUARTER We participated in a global challenge for "CO-DESIGN WITH NATURE" to impact climate change. We received multiple grant applications from local restaurants, artists and residents and selected 6 projects to move forward at funding levels between $500 to $1,000. Projects beautified the neighborhood and drew in customers with intriguing public displays. Design with Nature Climate Challenge
HIGHLIGHTS Promenade Activations
FROM 5TH We continued to activate the 2nd St Promenade
QUARTER with comedy monthly comedy shows, though in
the future, they will be moving the show to
Calle Cuatro Plaza.
Restaurant Promotions
We worked with Maria the Hot Tortilla on a
Margarita Trail tour where locals grabbed stamp
cards and were sent on a month-long adventure
to try food and drinks at multiple downtown
venues. Over 50 people completed the trail
meaning they went to several businesses each
and made purchases at restaurants including
Alta Baja Market, Chapter One, Chato's, El Indio,
Lola Gaspar, Mercado, Mission Control, Perla
and Twisted Tiki.
5TH In Q5, we spent $24,774. Before this quarter,
QUARTER we'd spent spent $26,208 in Q4, $25,229 in
Q3, $24,485 in Q2 and $4,571 in Q1.
EXPENSES
WE'RE ENTERING Y2 FUNDING
$30,000
$20,000
$10,000
$0
Q1 Q2 Q3 Q4 Q5
LINE ITEM EXPENSE REPORT IN APPENDIX
Please find the line-item expense reprot attached as Appendix A.
NOTES:
IN Q3, WE RECEIVED $3.980.62 FROM SABC FOR 50% OF THE EXPENSE TO CALIFORNIA BARRICADES IN Q2.
IN Q4, WE RECEIVED $2,037.02 FOR SPLIT INVOICE #1145 FENCE SCREENS/COVERS AND $5,214.52 FOR SPLIT INVOICE #1144 BANNERS AND
$6,672.50 FOR VARIOUS SPLIT EXPENSES WE INVOICED #1146.
MORE ADJUSTMENTS LIKE THIS ARE EXPECTED AS PARTNERSHIP BILLING AND CONSOLIDATIONS CONTINUE.2020-21 FUND
EXPENDITURE
PROGRESS
LOOKING AHEAD:
SPENT 100%
We've been working to identify projects As of June 30th, 100% of the
first year's funds have been
and costs and to execute the programs
spent.
that fit our criteria. We encourage
boardmembers and businesses to submit
proposals and ideas that help downtown.
0% UNSPENT
Amount we still have left to
commit towards the current We've exhausted our funds but have
bank of ideas or furutre ideas received around $16,000 in
and proposals. reimbursements from SABC for funds
we had advanced during shared
projects.APPENDIX
OCTA MARKETING FUND
LINE ITEM EXPENDITURES
APR 1, 2021 - JUN 30, 2021
NOTE: IN Q3, WE RECEIVED
$3.980.62 FROM SABC FOR
50% OF THE EXPENSE TO
CALIFORNIA BARRICADES
IN Q2.
IN Q4, WE RECEIVED
$2,037.02 FOR SPLIT
INVOICE #1145 FENCE
SCREENS/COVERS AND
$5,214.52 FOR SPLIT
INVOICE #1144 BANNERS
AND $6,672.50 FOR
VARIOUS SPLIT EXPENSES
WE INVOICED #1146.
MORE ADJUSTMENTS LIKE
THIS ARE EXPECTED AS
PARTNERSHIP BILLING AND
CONSOLIDATIONS
CONTINUE.You can also read
