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Background

History of Fulton Avenue and FAA Efforts

Overview

Fulton Avenue is centrally located in the heart of Sacramento County and the heart of the greater Sacramento Region. It is an area that was originally crossed by the Pony Express and has a rich historical significance. In recent times it has served as the premier location for automotive retail and is famous for a wide variety of restaurants and fine dining. At the north end of Fulton Avenue is the championship 36-hole Haggin Oaks Golf Course. In the center of the district, at the northeast corner of Fulton Avenue and Marconi Avenue is the newly renovated Town & County Village. Just west of Fulton Avenue, on Arden Way, is our region's most successful and largest shopping center, Arden Fair Mall. On the south end of Fulton Avenue are several of Sacramento's finest neighborhoods.

Fulton Avenue is readily accessible to all visitors and shoppers. The Capitol City Freeway forms Fulton's north boundary and has a "Fulton Avenue" exit. In addition the freeway has exits at Arden, El Camino and Marconi Avenues, all of which connect directly to Fulton Avenue.

Despite all of Fulton Avenue's strengths, some have suggested that outside visitors have difficulty distinguishing Fulton Avenue and its amenities from other commercial corridors. Part of the current effort by the Fulton Avenue Association (FAA) is an attempt to distinguish Fulton Avenue and make it one of the most attractive shopping areas in the greater Sacramento region. This management district plan, and the creation of a unified organization with a secure funding mechanism, provides another critical step in achieving the vision developed by the Fulton Avenue business and property owners.

Meetings with FAA, Property Owners, & Stakeholders

Initial Meetings with FAA

Several meetings of property owners and business owners were held in mid-1996 to discuss organizing and developing a unified approach to enhancing Fulton Avenue. These meetings led to the creation of the Fulton Avenue Vision Study, completed in May 1997. The Vision Study was a comprehensive review of the existing conditions on Fulton and provided a menu of options for the group to consider. After several public meetings, the business owners and property owners chose to formally organize themselves and pursue a management district for Fulton Avenue.

In mid-1997, the Board of Directors of FAA met with Downtown Resources to explore a Management District on Fulton Avenue. In several meetings, FAA and its consultants discussed the benefits of Management Districts and the effort necessary to create one on Fulton Avenue. Further meetings were held with representatives from the County Board of Supervisors and other representatives from the County of Sacramento. County Supervisor Muriel Johnson personally dedicated significant time and effort to assist the group and pledged support and cooperation from the County. All parties agreed that the creation of a public-private partnership in the form of a management district was the preferred course of action and that efforts should commence immediately.

Soon after these meetings, The Fulton Avenue Association (FAA) was incorporated and began taking the leadership role in efforts to enhance and improve Fulton Avenue. FAA is responsible for retaining Downtown Resources to assist with these efforts and develop this management district plan. FAA's mission is to protect investments in the area and provide a clean, safe, and attractive shopping and business environment.

Focus Group Meetings

In February, 1998 a number of Focus Group meetings were held with property owners, business owners, and other stakeholders. The attendees represented both large and small properties on Fulton Avenue and accounted for a significant portion of the assessed value of properties within the proposed district. In February and March, 1998 a number of additional individual meetings were held to further refine the needs and desires of property owners and business owners on Fulton Avenue.

The purpose of the Focus Group meetings and the individual meetings was to present information on Management Districts, and elicit property owners' and business owners' interests and/or concerns about Fulton Avenue. The collection of information included surveys and discussions of business issues.

In all of these Groups, planning and physical development was identified as the highest priority. When asked how limited resources should be allocated, most property owner and business owner groups selected landscaping, economic development, and marketing and promotions. Several respondents also suggested that increased security is an important service consideration. The following is a chart of the responses to surveys distributed to property owners and business owners. The priority ranked as number "1" is the most important, and the priority ranked as "10" is the least important.

Ranking Priority Raw Score
1 Planning & Physical Development 3.37
2 Streetscape Improvements & Additional Landscaping 3.52
3 Marketing & Promotions 4.04
4 Increased Security & Reduction in Street Disorder 4.11
5 Unified Advocacy for the Business & Property Owners 4.76
6 Business/Tenant Recruitment & Retention 5.00
7 Increased Litter & Graffiti Removal 6.04
8 New or Additional Special Events 6.04
9 Transportation & Parking Issues 6.56
10 Sidewalk Pressure Washing 8.39

The specific service proposals in this plan reflect the priorities as set by the Fulton Avenue property and business owners.

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Association Goals

  1. Improve the Aesthetics of Fulton Avenue. Fulton Avenue business owners and property owners agree that improved streetscaping and landscaping will increase property values and business volume throughout the District. Many customers recognize a need for additional landscaping. In addition, the facade & landscape grant program has been initiated along with the graffiti removal program. The Management District's ability to provide a clean, safe, and aesthetically pleasing atmosphere for its customers and employees would affect all businesses.
  2. Provide Effective Marketing and Promotions. Now a single organization will be directing the promotions and marketing for the entire District. These market-based promotions draw new visitors to the area and induce them to return for additional commercial activity. Included in this program was the development of a marketing identity, logo, and marketing materials. Additionally, two large scale promotional events will be hosted by the association yearly.
  3. Establish Private Sector Control and Accountability. The services and the District are managed by the Fulton Avenue Association (FAA), a non-profit private sector business organization formed for the sole purpose of improving Fulton Avenue. Annual Management District work plans and budgets will be developed by the Board of Directors. The board is composed of stakeholders that own businesses and property on Fulton Avenue. New parking, security, maintenance, and marketing and promotion services will be subject to private sector performance standards, controls, and accountability.
  4. Create Opportunities to Leverage Public Investment. The County of Sacramento has agreed to match the proposed assessment of $375,000 per year by providing capital improvements of at least $375,000 per year. This offer affords property owners an opportunity to receive $2 of benefits for every $1 raised in assessment. All County expenditures are subject to annual approval by the County Board of Supervisors.

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Fulton Avenue Association Boundaries

The Fulton Avenue Management District will initially deliver services along Fulton Avenue between the Capitol City Freeway (Business 80) and Arden Way, with properties up the major cross streets. The service area includes approximately 230 properties, and approximately 130 property owners.

If you have a question about whether or not your property is within the boundaries of the Fulton Avenue Association, please call our office at 978-1288.

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The ABC's of Property and Business Improvement Associations

Property and Business Improvement Districts, or PBIDs, are being used increasingly throughout California to finance services that improve the quality of life and economic vitality of downtown areas, Main Streets, and commercial corridors such as Fulton Avenue.

It is estimated that more than 1,000 PBIDs now exist in North America, including nearly 200 in California.

A PBID is a special benefit assessment district, which allow for an assessment on a property or business within a defined geographic area. Revenues from this assessment are directed back to the defined area to finance a myriad of enhanced services, including security, maintenance, marketing, economic development, tourism, promotion, parking and special events.

PBIDs are formed with the consent of and active participation from property and business owners. The success of PBIDs relies on forging public/private partnerships within business districts. Local government can play a key role to encourage the creation of PBIDs.

The Sacramento area now has nine PBIDs formed (see list below).