Meeting of the Marketing & Branding Committee

Thursday, February 24, 2022 – 11:00 am Virtual

Meeting via Zoom
https://us06web.zoom.us/j/4159385345?
pwd=c1NpVVl2ZzBNbmIxR2R5R2I0WmJldz09
Agenda

1. Call to order

2. Public comment and announcements

3. Approval of minutes of the November 18, 2021 meeting Action Item

4. Projects and Initiatives

a. Review Oaklash Sponsorship Request

5. Other

6. Next Meeting Date: May 19, 2022

7. Adjournment

BROWN ACT:
Government Code 54950 (The Brown Act) requires that a brief description of each item to be transacted or discussed be posted at least 72 hours prior to a regular
meeting. The Corporation posts agendas with the City at 1 Frank H. Ogawa Plaza, #101. Action may not be taken on items not posted on the agenda. Copies of the
agenda are available from the Downtown Oakland Association at 388 19th Street, Oakland, CA 94612. Meeting facilities are accessible to persons with disabilities. If
you require special assistance to participate in the meeting, notify our office at 510 238-1122 at least 48 hours prior to the meeting.
 Marketing & Branding Committee Meeting
November 18, 2021 – 11:00 a.m.
Via Zoom Conference

Present: Kim Bardakian, Durell Coleman, Ke Norman, Shirin Raza, Jamie Flaherty-
Evans

Absent: Ramsey Wright, Carmen Benjamin

Staff: Steve Snider, Andrew Jones, Victoria Decker, Tamiko Garner,

Mauton Akran

General Counsel:

Guest:

Discussions held and decisions made by the Joint Organization Committee

Subject Discussion Action
Call to order The meeting was called to order at 11:08a.m.
Public comments and
announcements
Approval of minutes of the May The minutes of the August 19, 2021, meeting were presented to the Ke Norman moved, and Kim
20, 2021, meeting. committee for review Bardakian seconded the
motion to approve the minutes
of the August 19, 2021,
meeting as presented. The
motion was approved
unanimously.
Budget Review Marketing & Branding YTD Actuals:
Marketing and Communications:
DOA: $13,237.00 LMUDA: $20,982.21
Favorable TV - due to event promotion and
marketing collateral creation that hasn't
occurred due to ongoing disruption caused by
the pandemic.

Digital Media Coordinator:

DOA: $26,746.40 LMUDA: $26,746.40
Favorable TV - due to the percentage of the
projected end of year bonus included in
monthly allocation.

Public Space Programming:

DOA: $720,418.18 LMUDA: $19,986.93
Favorable TV - due to pending Flex Streets
activations, and the delay of potential Latham
Square series reboot, 13th Street activations,

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 and other planned events because of
ongoing disruption caused by the pandemic.

COVID Mitigation Contingency:

DOA: $443,730.18
Only a DOA category to account for
unallocated prior year carry forward. Funds
utilized for Black Joy StoryWindows initiative.
Exceeds YTD budget but within annual
budget.
Total: DOA: $104,131.768 LMUDA: $67,715.54

Staff to spend down

Projects and Initiatives
a. Holiday Activation Movie Night – November 27, 2021 in Old
Oakland

b. Passport – Intended for new employees in the area to provide

shopping and dining information. They will be customizable, and
a tour component will also be included.

c. Content development for StoryWindows to live on the website as

a lead up to the 2022 Black Joy Parade.

d. Immersive Arts Festival in July 2022. Staff has been working with
the ED to execute the project.

Other New Business Openings –

- restaurant at 1111 Broadway soon.

- home & garden store is coming 308 12th Street, and a - - -Barbershop
downtown
- 2 Pitchers Brewery in Uptown is an indoor beer garden in the old
Torchio’s Auto Body location.
- Dave’s Hot Chicken

Next Meeting Date TBD

Adjournment The meeting was adjourned at 11:31 a.m.

Minutes taken by: Tamiko M. Garner, Marketing and Administrative Coordinator

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DOA/LMUDA
YTD Marketing Branding Budget Snapshot - February 2022

DOA YTD DOA YTD DOA YTD LMUDA YTD LMUDA YTD LMUDA YTD
Marketing & Branding Actual Budget Variance Actual Budget Variance Perm/Temp Variance Comments
Marketing and $152.84 $7,500.00 $7,347.16 $0.00 $7,500.00 $7,500.00 Favorable TV - due to event promotion
Communications and marketing collateral creation that has
not occurred, but is underway.
Digital Media Coordinator $6,938.30 $7,253.76 $315.46 $6,938.30 $7,253.76 $315.46 Favorable TV - due to the percentage of
the projected end of year bonus included
in monthly allocation.
Public Space Programming $1,310.05 $20,534.49 $19,224.44 $0.00 $10,166.68 $10,166.68 Favorable TV - due to pending activations,
such as Frank Ogawa Plaza, 13th Street
reboot, Franklin Square relaunch, and
AMP programming.
Total M & B $8,401.19 $35,288.25 $26,887.06 $6,938.30 $24,920.44 $17,982.14
 SEASON
OF EVENTS
SPONSORSHIP
2022

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 WELCOME!
Oakland Central has curated fun and exciting opportunities for
your organization to contribute to the revitalization and
post-pandemic rebirth of Oakland’s cultural landscape in 2022.
Participate with us in a meaningful, impactful and a culturally
relevant way! Building upon Oakland Central’s successful
5-year track record prior to the pandemic, the following
sponsorship opportunities have been crafted to drive foot
traffic and bring much needed entertainment activities to
downtown Oakland.

Oakland Central’s 2022 Season of Events will activate key

public spaces with the intent of encouraging the local
Oaklanders and visitors to gather and celebrate the
richness of the Oakland community and help Oakland
recover from the devastating impacts of the pandemic.
The events we have outlined below will have a positive
and direct financial impact on downtown Oakland
retailers, residents, employers, by drawing tourists and
patrons to downtown Oakland while helping to reinforce
positive perceptions of our city regionally, nationally, and
internationally. Together we will create new traditions for
our families, friends, and colleagues, while showcasing the
creative and inspirational drivers that make Oakland a
welcoming and great destination.

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 PICNIC IN THE PLAZA
Picnic in the Plaza will be hosted in Downtown Oakland on
9 consecutive Saturday afternoons from June 4th through
July 30th in Frank Ogawa Plaza, one of Oakland’s most
iconic public gathering spaces. The series will showcase
nationally known musical acts alongside some of Oakland’s
most recognized performers in dance, theater, performing
and industrial arts. The events will also showcase many
local businesses including a wide range of restaurants, food
trucks, craft beer and wine makers with a curated vendor
village that highlights all Oakland has to offer. This free,
summertime, family-friendly picnic is modeled after the
legendary and successful Stern Grove concert series in San
Francisco, however it will be hosted in a much more
accessible urban setting, next to public transportation and
with all the amenities downtown Oakland has to offer.

Purpose: To create a new family tradition, celebrating arts,

music and culture, in this iconic public space that supports
our authentic, thriving and diverse community.
Dates: Saturdays in June and July 2022,
(9) total event days
Time: 1pm-5pm

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EST. Attendance: 9,000 (1,000 per event)

Oakland Central’s 2022 Season of Events will activate key public spaces with the
 13TH ST. COMMONS
GRAND OPENING
13th St. Commons Grand Opening Celebration is our
latest community impact project, a space and event
designed to celebrate Oakland's rich cultural history
through the production of a family-friendly,
music-focused event in the Oaklands newest public plaza.
Together, we will create a world-class experience that will
bring our communities together in celebration and create
opportunities for your organization and brand to make a
meaningful impact and connect to the local community.

Purpose: To create a world-class experience that will

bring the many communities of Downtown Oakland
together to celebrate.

Dates: Saturday, April 30, 2022

Time: 12-5pm
EST. Attendance: 5,000

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nt of encouraging the local Oaklanders and visitors to gather and celebrate the richness of the Oakland community and help Oakland recover from the devasta
 AMP OAKLAND
AMP Oakland promotes Downtown Oakland as a
cultural arts destination by consistently hosting free
musical performances in public plazas and private
lobbies throughout Downtown Oakland. With your
support of this curated busker program AMP Oakland
will: Build community, incubate the local cultural arts
scene, stimulate the local economy and create a more
vibrant Downtown.

Purpose: To provide an avenue to support and highlight

local artists as well as spark interest for employees and
employers to explore downtown Oakland’s restaurants
and retailers.

Dates: 3-5 weekly performances May - Oct

 
 
 






 





 
AMP




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impacts of the pandemic. The events we have outlined below will have a positive and direct financial impact on downtown Oakland retailers, residents, emplo
 OLD OAKLAND
HOLIDAY ICE RINK
In 2018 our team took the lead in producing the Old
Oakland Holiday Ice Rink which was a resounding
success with over 8,000 skaters in attendance over
5 weeks. The 2022 Holiday Ice Rink will be a partnership
with Visit Oakland and include numerous family friendly
activities, and mark the beginning of a new holiday
tradition for Oaklanders and their families. The rink
made quite an impression on our community, and with
your support we will restart this tradition in the heart of
Old Oakland in 2022.

Purpose:
commerce in downtown Oakland.

Dates: Nov 19, 2022 - Jan 6, 2023

Time: 10am - 10pm Daily
EST. Attendance: 12,000

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y drawing tourists and patrons to downtown Oakland while helping to reinforce positive perceptions of our city regionally, nationally, and internationally. Tog
 BANDALOOP 30TH
ANNIVERSARY HOME
SEASON WEST COAST
PREMIER OF LOOM:FIELD
LOOM:FIELD Is an evening length work that weaves
vertical dance theater, live music and textile art,
LOOM:FIELD explores the spiritual, ecological and
social impacts of fabric and fashion. The performance
weaves ancestral textiles lineages and the
industrialization of fabric production that has become a
major driver of environmental crises and labor abuses
globally. Directed by Melecio Estrella, original music by
composer Ben Juodvalkis, featuring Bandaloop
Dancers, writer and theater artist Chibueze Crouch and
textile culture bearer IB Bayo.

Purpose:

Dates:
Time:
EST. Attendance:

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we will create new traditions for our families, friends, and colleagues, while showcasing the creative and inspirational drivers that make Oakland a welcoming
 OAKLAND FESTIVAL
OF IMMERSIVE ARTS

Purpose:
•

• Build engagement with the Oakland community,

including mentorship and youth outreach
•

Dates:

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EST. Attendance:

reat destination.
 OAKLAND
RESTAURANT WEEK
It’s back! Oakland Restaurant Week, that is! For 10 days,
Visit Oakland highlights local restaurants, pop-ups, and
food trucks and encourages you to explore infinite
possibilities of deliciousness in The Town. Enjoy the
diversity, culture and cuisines as only Oakland can do,
March 18-27, 2022. Explore, indulge, dine in, take out
and let your taste buds loose. With special offers, custom
menus and unique items created just for Oakland
Restaurant Week, there’s no better time to “recover”
from your own cooking! Enjoy neighborhood gems and
Michelin star restaurants to your favorite food trucks
and everything in between, and taste what makes
Oakland so delicious.

Dates:
EST. Attendance:

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 SPACES: Oakland
SPACES: Oakland An immersive experience that merges
contemporary performance and the ancient art of
storytelling, SPACES: Oakland is a site-specific
participatory work, created and performed with the
local community that gives this place its life and
identity. In Oakland, local residents and artists work
together to create a series of performances that
ultimately give a glimpse into Oakland, one of the most
vibrant and culturally diverse cities in the US.

Dates:

Time:
EST. Attendance:

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 AFROBEATS AT
THE LAKE FESTIVAL
We're excited to announce the 4th annual
Afrobeats at the Lake Festival! Join us for a day
in the sun, beach blankets on the grass, and
hundreds of your friends dancing to the best
afrobeat Djs in the Bay Area playing the latest
sounds from West Africa and more!

Purpose:

Dates:

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 TUPAC SHAKUR
MUSEUM
Tupac Shakur: Wake Me When I’m Free Tour is a fully
immersive, thought provoking experience that explores
the life and legacy of the acclaimed artist and activist.
Created in collaboration with the Shakur Estate, this
exhibit leverages technology, contemporary art, and
never before seen artifacts from Tupac’s personal
archives. Tupac Shakur. Wake Me When I’m Free will
delve into the greater meaning of his activism, music, and
revolutionary art, as the exhibit educates and enlightens
attendees through a labyrinth of emotions, as they take
this journey through his extraordinary life.

Dates:
Time:
EST. Attendance:

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 SPONSORSHIP OUR AUDIENCE

OPPORTUNITIES Audience Size

The Uptown and Downtown Oakland

Community Benefit Districts have created
opportunities for your organization to 15,371
contribute to the local economy and cultural
landscape in a meaningful way. Opportunities 13,259 2,112
that we believe will affect real change in our
downtown. Together, we will activate key
public spaces with the intent of rebuilding our
local economy. Audience by Age Audience by Gender

0% 1.1% 12.7% 33.5% 29.5% 13.7% 9.5%

Men
As a baseline, our sponsors will enjoy the
39%
benefit of inclusion in nine months of ongoing
marketing and promotional activities. We have Women

partnered with various cultural event 59%

organizers that will expose our sponsor brands Nonbinary /
Unspecified
to a myriad of unique audiences. With over 50
2%
activations planned, the opportunities to create
meaningful brand touchpoints are unparallel.
13–17
18–24
25–34
35–44
45–54
55–64
65+

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 SPONSORSHIP BENEFITS 1/3

BENEFIT PRESENTING PLATINUM GOLD SILVER

ONSITE MARKETING $100,000 $50,000 $25,000 $10,000

Exclusive High-Profile Branding
Opportunity
High-Profile Branding
Opportunity
Recognition on Partner Spotlight
Banners

Product Placement Opportunity

10 x 10 Sponsor Booth at Select

Events

Branded VIP Lounge

OAKLAND CENTRAL WEBSITE

Prominent logo placement on
landing page
Top tier logo placement on
home page

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 SPONSORSHIP BENEFITS 2/3

BENEFIT PRESENTING PLATINUM GOLD SILVER

OAKLAND CENTRAL WEBSITE CONTINUED

Second tier logo placement on
home page

Custom Content Opportunity

Premier website banner

placement

Sidebar Banner Placement

Inclusion in Sponsor Recognition

Article

SOCIAL MEDIA
Inclusion in Sponsor Recognition
Post

Custom Content Opportunity

Inclusion in Social Media Ad

Campaign
Branded Instagram Collaborative
Post

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Inclusion in Partner Spotlight
Videos
 SPONSORSHIP BENEFITS 3/3

BENEFIT PRESENTING PLATINUM GOLD SILVER

EMAIL MARKETING
Custom Sponsor Banner In
Weekly Newsletter | April to
December 2022
Inclusion in Sponsor Recognition
Section in Weekly Newsletter |
April to December 2022

Sponsored Newsletter

OUTBOUND MARKETING
Inclusion in Billboard Campaign

Inclusion in Radio Campaign

Inclusion in Press Releases

Inclusion in Digital Marketing

Campaign
Inclusion in Event Marketing
Partner Newsletters

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 STEVE SNIDER | STEVE@DOWNTOWNOAKLAND.ORG
THANK YOU

ABOUT US
The Lake Merritt-Uptown and Downtown Oakland
Community Benefit Districts, launched in 2008, are
committed to revitalizing Oakland’s historic downtown
by maintaining cleanliness and order in the public
rights-of-way, promoting district identity, building
community, promoting business attraction, fostering UPTOWN
cultural opportunities, and creating and maintaining new DOWNTOWN
public spaces as well as advocating on behalf of the OAKLAND COMMUNITY BENEFIT DISTRICTS

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district stakeholders. (510) 238 - 1122 | 388 19th Street, Oakland, CA 94612