Eyes on the Prize: San Jose's Plan to Revitalize Business Districts

As San Jose officials look to create the city's first business improvement district in over 15 years, they're banking on a new strategy to boost economic growth in East San Jose. The Tully Road-Eastridge Business Association (TREBA) has spent two years developing plans for this district, pooling resources to improve public safety, cleanliness, and marketing efforts. But what does this mean for the city's small businesses and residents? The TREBA district, which spans from Highway 101 to Capitol Expressway, includes nearly 500 businesses employing 4,000 workers. But for years, the area has struggled with a lack of investment and neglect. "We've long needed to see meaningful improvements," says Board Chair Christina Bui. "So for the last 35 years, not much has changed, but now, with the BID, there's going to be a real opportunity to revitalize the area and make it a place we can all be proud of." But what are the real benefits of this district? Will it truly revitalize the area, or is it just a Band-Aid solution to a larger problem? And what about the costs? Businesses will be assessed a fee, ranging from $300 to $485 per year, depending on their category. Is this a fair burden for small businesses already struggling to stay afloat? The district's forecasted budget is $120,000, with 81% going towards cleaning and public safety improvements, and 11% towards marketing and branding efforts. But what about the other 8%? And what about the city's administrative fee? Who will really benefit from this district?

The answer lies in the city's larger plan to establish business associations and districts throughout the city. The plan, outlined in a report by the Office of Economic Development and Cultural Affairs, aims to create districts on Monterey Road, Story Road, Alum Rock, the Alameda, Calle Willow, the East Village, and Winchester Blvd. over the next 10 years. But is this plan realistic, or is it just a pipe dream? San Jose Mayor Matt Mahan is bullish on the plan, citing the power of collective action to benefit small businesses and residents. "That power of collective action is something we can help facilitate and is going to benefit all of our small businesses and all of our residents," he says. But what about the potential drawbacks? And what about the voices of small business owners who may not be interested in participating in a district? Ultimately, the success of this district and the city's larger plan will depend on the city's ability to effectively engage with small business owners and residents, to address their concerns and needs, and to create a truly inclusive and equitable district. As the city moves forward with this plan, it's essential to keep the voices of those who matter most – the small business owners and residents – at the forefront.

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