BUSINESS ASSOCIATION ARRIVES AT CROSSROADS
DCBA regroups, reorganizes, refocuses — with city funding
Greg Scott is dedicated to downtown. He owns Diamond Steakhouse, which he bought from his father-in-law, the late Wayne Cook. The restaurant at Hotel Diamond gives him a window — literally — into what’s going on in City Plaza and the surrounding blocks.
For the most part, Scott likes what he sees. He and his wife, Alisa Cook-Scott, moved full-time to Chico from Boston in 2017, two years into owning what was then Two Twenty Restaurant. He got involved with the Downtown Chico Business Association and three weeks ago started a two-year term as the DCBA’s president.
Both downtown and the DCBA are at a crossroads. Pandemic shutdowns hit businesses hard. The DCBA suffered, too, since community events feed its revenue stream. Executive Director Melanie Bassett retired last year, leaving a void in organization and advocacy.
The DCBA is regrouping.
Seven members of 15 on its board are new. The board is implementing a business plan approved by the city’s Finance Committee and funded by the City Council at last Tuesday’s meeting. The DCBA will receive $422,400 over the next three years, subject to council review. The DCBA also is working more closely with Chico State, which has representation on its board, on issues and projects of mutual interest.
Scott is at the focal point. Councilors went along with the notion of a board-run organization without, initially, an executive director. The DCBA has two employees (one for events, one for promotion and business development) but relies on volunteers — notably, members like Scott — to advance its agenda. Scott’s drive and background alleviated council concerns; he previously worked as senior vice president of operations for Gulf Oil Co.
Not every business owner aligns with the DCBA. In fact, Scott describes himself as “one of those naysayers in the beginning.” He
got involved “to find out what the DCBA did, who they were, not having been a long-time Chicoan. Quite frankly, Thursday Night Market hurt my business, and I wanted to find out what was going on.”
Now he’s all in: “You either put up or shut up,” Scott said. “You either get more involved or just keep quiet and let it all go by.”
Plans
The DCBA formed in 1975 as a business improvement district, funded by assessments on businesses. It long has marketed and put on events downtown; its agreement with the city also allows the DCBA to own and operate parking, which it doesn’t do.
In 2017, downtown property owners — including the city — established a property-based improvement district, to address cleanliness and safety. The Chico improvement district and the DCBA are independent yet also interrelated; five of the seven district board members also serve on the DCBA board, Scott included.
In reorganizing, the DCBA set out four priorities: marketing and promotions, events, beautification (or “place development”) and economic vitality. The latter two constitute an expansion of the organization’s scope. The DCBA previously advocated for improvements; now, it will help develop them. As an example, on Jan. 17, councilors instructed city staff to partner with the DCBA to draft a proposal for pedestrianonly zones downtown.
“Our role is mainly to do the promotions, but the DCBA can’t just do that,” said Audrey Taylor, a volunteer who helped craft the business plan. Taylor’s business, economic
development consultancy Chabin Concepts, is not located downtown, but she feels rooted downtown as a Chicoan.
“You have to work on the other pieces that bring people downtown — and the expectation of businesses is that we’re working on other things, too.”
The DCBA’s list comprises a range of projects, from increased lighting to facade renovations (especially to vacant storefronts), that would enhance safety and aesthetics. Those dovetail with efforts to attract new businesses downtown. They also mesh with city and university goals.
“You will see this cooperation continue and really expand over time,” said Deputy City Manager Jennifer Macarthy, who oversees economic development in Chico and represents the city on the DCBA. “As we think about downtown, obviously we hope this will bring additional vibrancy downtown, which will cure some of those vacancies hopefully and really create a safe, welcoming environment for commerce and visitors.”
Gateways
Isaac Brundage, vice president of student affairs at Chico State, sees upside in the DCBA’s approach. Brundage came to Chico in July from a Silver City,
New Mexico, where Western New Mexico University sits walking distance from a small downtown district filled with shops, restaurants and galleries. In his first months at Chico State, he lived on campus and frequented downtown.
“If downtown is vibrant, it definitely plays a factor in the recruitment of our students,” Brundage said. “When families come to visit and feel comfortable, the parents get to enjoy the community, as well as the students. That’s important for what we do, to increase and enhance our enrollment.”
The DCBA and the city also recognize this nexus — and its impact. Spikes in student population have a ripple effect on employment and spending. Just as downtown influences enrollment decisions, the university drives its next-door neighbor, downtown.
“Without Chico State, downtown would not be so much of a friendly downtown,” Scott said. “It might be just another dying Northern California downtown district.”
Along with lighting and storefronts, the DCBA aims to improve wayfinding for tourists and trashcans on the streets (the City Council already approved the latter). Meanwhile, the city and university are working together on a development
DCBA BOARD MEMBERS
• Greg Scott, Diamond Steakhouse (president)
• Christine Daniels, Kirk’s Jewelry (vice president)
• Shari Anderson, Chico State (vice president)
• Liza Tedesco, Chico Natural Foods (secretary)*
• Nicole Johnston, Tri Counties Bank (treasurer)
• Ton DiGiovanni, New Urban Builders
• Yonatan Escoto, T-Mobile*
• David Halimi, Diamond W Western Wear
• Nicole Hill, Stoble*
• Molly Macarthy-Openshaw, Hydration Happens*
• Pat Macias, Museum of Northern California Art*
• Emma Martin, Allies Pub & British Bulldog Brewery*
• Kate Pinsonneault, Hotel Diamond
• Steven Stull, Cal Water*
• Alan Tochterman, attorney * — new member
at Lost Park along First Street. Macarthy said a second request for proposals and conceptual designs will go out to developers this year.
“It is a key area that really could define, depending on how you’re traveling, an entranceway or exitway for our downtown,” Macarthy continued, “and a key connector point with the university, too.”
Eventually, planning for Lost Park will loop in the DCBA. Meanwhile, the organization is focused on building its capacity and its ranks. Business assessments haven’t increased for decades. But before the DCBA asks businesses for more — which isn’t part of the three-year business plan, Scott and Taylor stress — the group needs to win over its constituency with results.
“I guess if I had one goal, it’s that the DCBA is speaking for all downtown businesses,” Scott said. “As the name implies.”