HomeMy WebLinkAboutRESOLUTION 2026-009 N.C.S. 01-05-2026
Resolution No. 2026-009 N.C.S. Page 1 of 3
Resolution No. 2026-009 N.C.S.
of the City of Petaluma, California
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PETALUMA
ESTABLISHING THE LEVY FOR THE 2026 ANNUAL ASSESSMENT FOR THE DOWNTOWN
PETALUMA BUSINESS IMPROVEMENT DISTRICT
WHEREAS, on November 20, 2000, in accordance with California Streets and Highways Code Section
36500 et seq. (“the Act”), the Petaluma City Council adopted Ordinance 2104 N.C.S., later codified as Chapter
6.04 of the Petaluma Municipal Code, establishing the Downtown Business Improvement District (“DBID”),
within the area described in Exhibit A, which is attached to and made a part of this Resolution; and
WHEREAS, Section 6.04.050 of the Petaluma Municipal Code lists the types of improvements and
activities that may be funded by the levy of assessments on businesses within the DBID as follows:
A. The acquisition, construction, installation, or maintenance of any tangible property with an estimated
useful life of five years or more including, but not limited to, the following improvements:
1. Benches
2. Trash Receptacles
3. Decorations
4. Façade Improvements
5. Permanent Landscaping
B. Activities including, but not limited to, the following:
1. Promotion of public events which benefit businesses in the area and which take place on or in
public places within the area.
2. Furnishing of music in any public place in the area.
3. Activities which benefit businesses located and operating in the area, including but not limited to,
commercial shopping and promotional programs; and
WHEREAS, under Section 6.04.100 of the Petaluma Municipal Code, the Board of Directors established to
govern the affairs of the DBID must present the City Council with an annual report and budget for review and
approval prior to the City Council consideration of levying a benefit assessment for the following fiscal year;
and
WHEREAS, the requirements of Petaluma Municipal Code Section 6.04.100 are in accordance with the
Act, which establishes annual procedures governing the levy of assessments pursuant to the Act, including
preparation of an annual report, adoption of a resolution of intent giving notice of a public hearing at which
written and oral protests may be made concerning levy of an annual assessment, and adoption of a resolution
approving the annual report and levying the assessment; and
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Resolution No. 2026-009 N.C.S. Page 2 of 3
WHEREAS, Section 36535 of the Act provides that public hearings on levy of annual assessments pursuant
to the Act must be conducted in accordance with Sections 36524 and 36525 of the Act, which provide as
follows:
A. The City Council shall hear and consider all protests against the establishment of the area, the extent of
the area, or the furnishing of specified types of improvements or activities within the area. A protest may
be made orally or in writing by any interested person. Any protest pertaining to the regularity or
sufficiency of the proceedings shall be in writing and shall clearly set forth the irregularity or defect to
which the objection is made.
B. Every written protest shall be filed with the City Clerk at or before the time fixed for the public hearing.
The City Council may waive any irregularity in the form or content of any written protest and at the
public hearing may correct minor defects in the proceedings. A written protest may be withdrawn in
writing at any time before the conclusion of the public hearing.
C. Each written protest shall contain a description of the business in which the person subscribing the
protest is interested sufficient to identify the business and, if a person subscribing is not shown on the
official records of the City as the owner of the business, the protest shall contain or be accompanied by
written evidence that the person subscribing is the owner of the business. A written protest which does
not comply with this section shall not be counted in determining a majority protest.
D. If written protests are received from the owners of businesses in the proposed area which will pay
50 percent or more of the assessments proposed to be levied and protests are not withdrawn so as to reduce
the protests to less than that 50 percent, no further proceedings to create the specified parking and business
improvement area or to levy the proposed assessment, as contained in the resolution of intention, shall
be taken for a period of one year from the date of the finding of a majority protest by the City Council.
If the majority protest is only against the furnishing of a specified type or types of improvement or activity
within the area, those types of improvements or activities shall be eliminated; and
WHEREAS, in accordance with Section 36533 of the Act, the City Council has reviewed and approved the
2026 DBID Annual Report and Budget submitted by the DBID Board of Directors at the regularly scheduled and
duly noticed December 15, 2025, City Council meeting; and
WHEREAS, the Resolution of Intention was published in a newspaper of general circulation in the City at
least seven (7) days prior to the hearing; and
WHEREAS, the proposed DBID 2026 Budget establishes the following budgetary priorities with
estimated revenues and expenditures; and:
27% Security $17,280
23% Marketing $14,720
30% Beautification $19,200
20% Administration $12,800
Total: $64,000
WHEREAS, the Annual Report of the DBID is on file at the City Clerk’s office for public review and contains
a full and detailed description of the DBID improvements and activities to be provided for the 2026 fiscal year,
the boundaries of the DBID and any benefit zones within the DBID, and the proposed assessments to be levied
on businesses in the DBID for the 2026 fiscal year; and
WHEREAS, in accordance with Section 36524 of the Act, on January 5, 2026, the City Council held the
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Resolution No. 2026-009 N.C.S. Page 3 of 3
public hearing on the 2026 DBID annual levy and heard and considered all protests against the annual levy, the
DBID area, the extent of the area, or the furnishing of specified types of improvements or activities within the
area; and
WHEREAS, in accordance with Section 36525 of the Act, following the public hearing on January 5, 2026,
all written protests received and not withdrawn were tallied and the City Council determined that written protests
concerning the assessment, or particular improvements or activities to be funded by the assessment, were not
received from the owners of the businesses in the DBID area that will pay 50 percent or more of the proposed
annual assessment; and
WHEREAS, administration of assessment districts does not constitute a project under the California
Environmental Quality Act (CEQA) because it involves continuing administrative or maintenance activities and
organizational or administrative activities that will not result in direct or indirect physical changes in the
environment. [14 Cal. Code Regs. § 15378(b)(2) & (5); and
WHEREAS, if the proposed action did constitute a project under CEQA the proposed action is statutorily
exempt under CEQA Guidelines Section 15273(a) (Rates, Tolls, Fares, and Charges) and categorically exempt
under CEQA Guidelines Sections 15301 (Existing Facilities) and 15304 (Minor Alterations to Land) as the
resulting funds will be used to maintain downtown.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Petaluma as follows:
1. The above recitals are hereby declared to be true and correct and are incorporated into findings of the City
Council.
2. Finds that the administration of assessment districts does not constitute a project under the California
Environmental Quality Act (CEQA) because it involves continuing administrative or maintenance activities
and organizational or administrative activities that will not result in direct or indirect physical changes in the
environment. [14 Cal. Code Regs. § 15378(b)(2) & (5). And if the proposed action did constitute a project
under CEQA the proposed action is statutorily exempt under CEQA Guidelines Section 15273(a) (Rates,
Tolls, Fares, and Charges) and categorically exempt under CEQA Guidelines Sections 15301 (Existing
Facilities) and 15304 (Minor Alterations to Land) as the resulting funds will be used to maintain downtown.
3. Levies the assessment described in the DBID Annual Report and Budget for Fiscal Year 2026, which is
attached and made a part of this Resolution as Exhibit A, to pay for improvements and activities within the
DBID in accordance with Chapter 6.04 of the Petaluma Municipal Code and the Act.
Under the power and authority conferred upon this Council by the Charter of said City.
REFERENCE: I hereby certify the foregoing Resolution was introduced and adopted by the
Council of the City of Petaluma at a Regular meeting on the 5th day of January
2026, by the following vote:
Approved as to
form:
__________________________
City Attorney
AYES: McDonnell, Barnacle, Cader Thompson, DeCarli, Nau, Quint, Shribbs
NOES:
ABSENT:
ABSTAIN:
ATTEST: ______________________________________________
City Clerk
______________________________________________
Mayor
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December 15, 2025
Honorable Mayor Kevin McDonnell & Petaluma City Council Members:
On behalf of the Petaluma Downtown Business Improvement District (BID) Board of Directors and members,
we extend our gratitude for your continued support.
2025 Overview
We are pleased to report another year of strong engagement and dedication from business owners within the
BID. The PDA staff and BID Advisory Committee have maintained regular monthly meetings, focusing on
shopping/marketing and beautiflcation priorities. In 2025, we continued the educational component to these
meetings, featuring small business support organizations such as the Sonoma County Small Business
Development Center and Blue Zones.
The PDA Executive Director meets regularly with most city departments to discuss downtown issues,
upcoming events and projects that impact on the downtown business community. The BID advisory
committee acknowledge and appreciate being better connected to and served by the City thanks to the Police
and Economic Development staff’s participation at BID meetings and response to individual business needs.
Key Activities Funded in 2025
Marketing and Events play a critical role in boosting downtown visibility and supporting small businesses. In
2025, the BID organized several successful events to drive foot traffic and sales, including:
•Downtown Clean-up Day – March
•Annual Sidewalk Sale (August)
•Trick or Treat Trail (October)
•Santa’s Riverboat Arrival – Small Business Saturday (November)
•Holiday Open House and Shopping Stroll (December)
The BID continued with the Maritime Passport to encourage boating visitors to shop downtown, produced a
Holiday Shopping Passport, and a Bingo game for children and introduced a Holiday Hen Hunt (similar to “Find
Waldo”). Marketing efforts were strengthened through partnerships with the Visitor Program and the
Downtown Association.
Security – Escalating security costs were addressed in 2025, coverage was negotiated and the contract was
adjusted to match collection. We still have nightly coverage and the security team remained responsive to
speciflc issues and problem areas. Daily reports on security activities provided valuable insights and
facilitated timely responses.
Beautification - The BID continued its investment in enhancing downtown’s aesthetic appeal, including
purchasing and installing annual holiday lighting, banners, and decorations. We collaborated with the city to
support efforts to replace waste receptacles and expand holiday lighting in Center Park, Helen Putnam, and
North Water Street.
2025 Financial Report - In 2025, the BID collected $59,949, refiecting a 93.5% collection rate based on the
initially estimated assessment amount of $64,000.
Several closed businesses were replaced by new tenants operating at the same locations. Newly established
businesses are exempt from the assessment during their flrst calendar year; therefore, we anticipate
recapturing a portion of the lost revenue in 2026 as these businesses become subject to assessment.
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
27% Security $17,280
23% Marketing $14,720
30% Beautiflcation $19,200
20% Administration $12,800
TOTAL: $64,000
This budget is based on receiving 100% of projected assessments. If actual collections fall short, we will adjust
spending as needed. As expenses continue to increase, we will reassess all ongoing costs annually.
Billing and Collections - For 2026, Mungle & Associates will once again manage billing and collections. Their
services will include:
• Billing both existing and new businesses for 2026 and collecting delinquent assessments from 2024-
2025
The 2026 BID billing packet will include:
• A cover letter.
• A BID invoice.
• A map of the BID area.
• An updated information form to help us maintain accurate records.
The BID Committee maintains an up-to-date database for billing and actively discusses strategies to address
outstanding delinquencies.
We value our continued partnership with the city and hope to see you at one of our events or BID meetings in
2026.
Yours sincerely,
Historic Depot Building • 210 Lakeville Hwy , Petaluma CA 94952
www.PetalumaDowntown.com
Ph: (707) 762-9348 • Email: Info@PetalumaDowntown.com
The table below shows income from assessment 2016-2025
2016 $71,544
2017 $65,206
2018 $67,458 (Includes collections from 2017)
2019 $74,000 (Includes collections from 2018)
2020 $67,101 (Approximately 10% down from previous year due to Covid-19)
2021 $69,293 (Refiects permanent and temporary closures due to Covid)
2022 $63,512 (8% lower than prior year refiecting ongoing COVID related closures)
2023 $54,743 (15% lower due to business closures)
2024 $52,768 (82.5% collection of the $64,000 billed)
2025 $59,949 (93.5% collection of the $64,000 billed)
Attached are the 2026 Annual Report, Assessment Schedule, and Map, and proposed budget, for
Council approval.
The 2026 BID budget approved by the BID advisory committee is allocated as follows:
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Projected Revenue
Proposed Projects Expected Notes
Security Patrols $ Private security patrols DAILY 10pm-4am 52 weeks
Security 27%17,280$
Destination marketing downtown 500$
Sidewalk Sale 1,200$ Street banner $400, additional banners $150 advertising $500
Social Media Campaigns 1,000$ Ads thru facebook & other social media promoting events & downtown shopping
Holiday Merchant Event Downtown 1,000$ Carolers, entertainment, flyers, posters, ads
Holiday Marketing season 2,800$ Ads: SF Chronicle, Press Democrat, Argus, Bohemian etc
Holiday Online ads Press Democrat 700$ Online ad click through to website
Holiday Radio ad campaign 2,820$ Holiday radio campaign - 4 weeks shared with merchants
Marketing 23%14,720$
Plants/misc decorations $ Event decorations/plants, clean-up for downtown
Holiday Lighting $
Holiday Decorations 11,500$ 70 Holiday banners, 8 wreaths installation up and down, cleaning, updating and storage
5,000$
Beautification 30%19,200$
BID local billing & collection 7,500$ BID processing locally
Office staffing costs allocation 5,300$ PDA administrative cost allocation
Administration 20%12,800$
GRAND TOTAL 64,000$
BID 2026 Proposed Projects
15,288
Additional security patrols
Destination marketing ads & editorial
1,992
1,000
1,700 Additional holiday lighting on Water Street South & North
Seasonal banner placement
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
Previous years BID Actual Collections Forcast
YEAR 2015/16 2016/17 2017/18 2018/19 2019/20 2020/21 2021/22 2022/23 2023/24 2024/25 2025/26
Collected 71,544$ 65,206$ 67,458$ 74,000$ $67,101 $69,293 $63,512 $54,743 $52,768 $59,949 $64,000
BUDGET
BID 2015/16 2015/16 2016/17 2016/17 2017/2018 2017/2018 2018/2019 2018/2019 2019/2020 2019/2020 2020/21 2020/2021 2021/22 2021/22 2022/23 2022/23 2023/24 2023/24 2024/25 2024/25
%Actual %Actual %Actual %Actual %Actual %Actual %Actual %Actual %Actual %Actual
Security 32%22,895$ 27%17,606$ 27%18,214$ 27%19,980$ 27%18,117$ 27%18,709$ 27%17,148$ 27%14,780$ 27%14,247$ 27%16,186$
Marketing 28%20,033$ 23%14,997$ 23%15,515$ 23%17,020$ 23%15,433$ 23%15,937$ 23%14,608$ 23%12,591$ 23%12,137$ 23%13,788$
Beautification 20%14,308$ 30%19,562$ 30%20,237$ 30%22,200$ 30%23,610$ 30%20,788$ 30%19,054$ 30%16,423$ 30%15,830$ 30%17,984$
Administration 20%14,308$ 20%13,041$ 20%13,492$ 20%14,800$ 20%13,420$ 20%13,859$ 20%12,702$ 20%10,949$ 20%10,554$ 20%11,991$
100%$71,544 100%65,206$ 100%67,458$ 100%74,000$ 100%67,101$ 100%69,293$ 100%63,512$ 100%54,743$ 100%$52,768 100%$59,949
actual
15/16 Budget BID increase objective to receive payments from businesses not previously billed
16/17 change % distribution to increase downtown beautification due to security camera elimination
2017/18-2019 No Changes
2018/19 Increase in collectuon of assessment fees, due improvement of BID communications and local collection.
2019/2020 Initial good payment rate but declined due to business closures due to Covid-19
2020/21 Despite the closure of a number of downtown Businesses we collected 92% of assessements
2021/22 Collection down 8% due to covid related closures and 1st year exemption for new businesses
2022/23 We billed 571 businesses this year and collected 72%, in 2019 we billed 628 with a collection rate of 80%
2023/24 We billed 577 businesses this year and collected 82%
2024/25 560 Busineses billed this year and collected 93%)
2026 We billed 556 businesses and that number changes annually depending on turnover, excess from the previous year help us meet any shortfalls.
BID ANALYSIS 2015-2025
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Petaluma Downtown Association
Bid Funds Received and Expenditures
For Fiscal Year Ending June 30,2025
20%TOTAL
Admin
30%27%23%BID Percentages
Security BeautificationAmountMarketingDescnptionDateTransactionTo/From
49,455.4516,460.37 -2,760.0844,346.31 -8,591.157/1/2024 Beginning Balance
641.30
325.00
1,195.00
1,326.00
275.00
3,535.00
825.00
23,839.00
18,009.00
4,180.00
4,640.40
1,158.50
128.26
65.00
239.00
265.20
55.00
707.00
165.00
4,767.80
3,601.80
836.00
928.08
231.69
173.15
87.75
322.65
358.02
74.25
954.45
222.75
6,436.53
4,862.43
1,128.60
1,252.91
312.80
192.39
97.50
358.50
397.80
82.50
1,060.50
247.50
7,151.70
5,402.70
1,254.00
1,392.12
347.55
641.30
325.00
1,195.00
1,326.00
275.00
3,535.00
825.00
23,839.00
18,009.00
4,180.00
4,640.00
1,158.50
147.50
74.75
274.85
304.98
63.25
813.05
189.75
5,482.97
4,142.07
961.40
1,067.29
266.46
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
Bid Income
7/31/2024
8/31/2024
9/30/2024
10/31/2024
11/30/2024
12/31/2024
1/31/2025
2/28/2025
3/31/2025
4/30/2025
5/31/2025
06/30/2025
Deposits
Deposits
Deposits
Deposits
Deposits
Deposits
Deposits
Deposits
Deposits
Deposits
Deposits
Deposits
Total Assessments paid 59,949.2059,948.80 13,788.32 16,186.29 17,984.76 11,989.83
BID Marketing
07/09/2024
7/31/2024
8/7/2024
8/14/2024
8/20/2024
8/23/2024
06/29/2024
8/31/2024
9/4/2024
9/10/2024
9/11/2024
9/13/2024
9/17/2024
9/18/2024
9/19/2024
9/23/2024
9/24/2024
9/25/2024
9/26/2024
10/03/2024
10/9/2024
10/24/2024
10/25/2024
10/26/2024
10/29/2024
10/30/2024
10/31/2024
11/4/2024
11/5/2024
11/6/2024
11/8/2024
11/12/2024
11/19/2024
11/20/2024
11/21/2024
11/25/2024
11/25/2024
11/29/2024
11/30/2024
12/3/2024
12/5/2024
12/6/2024
12/7/2024
12/9/2024
12/11/2024
12/12/2024
12/20/2024
12/23/2024
12/26/2024
12/26/2024
12/31/2024
B2B Ref Cards
Passport Program
Passport Program
Sidewalk Sale
Passport Program
Passport Program
Reimb Passport Exp.
Sidewalk Sale
Sidewalk Sale
Reimbursements
Reimbursements
Reimbursements
Reimbursements
Reimbursements
Reimbursements
Passport Program
Passport Program
Passport Program
Passport Program
BID Meeting
Reimbursements
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Participation
Merchant Refunds
Sidewalk Sale
Sidewalk Sale
Merchant Participation
Merchant Participation
Merchant Refunds
Merchant Participation
Passport cards
Merchant Participation
Trick or Treat Trail
Passport expenses
Merchant Refunds
Merchant Refunds
Holiday Event
Passport Program
Merchant Refunds
Sidewalk Sale
Holiday Event
Holiday Market Place
(67.41)
200.00
50.00
(599.61)
100.00
50.00
(1,740.44)
(27.48)
(790.02)
650.00
975.00
325.00
325.00
325.00
325.00
100.00
50.00
(50.00)
50.00
(94.00)
325.00
250.00
375.00
250.00
150.00
200.00
550.00
100.00
200.00
100.00
100.00
600.00
(150.00)
(2,613.33)
(1,864.32)
150.00
200.00
(50.00)
250.00
(434.80)
100.00
(125.00)
(156.80)
(50.00)
(50.00)
(275.00)
100.00
(3,000.00)
(62.00)
(20.00)
(64.19)
Credit Card Staples
Deposit Passport Receipts
Deposit Passport Receipts
Credit Card Fastsigns
Deposit Passport Receipts
Deposit Passport Receipts
Jeff Mayne
Credit Card Target
Sonoma Media Investments
Holiday Radio Ads
Holiday Radio Ads
Holiday Radio Ads
Holiday Radio Ads
Holiday Radio Ads
Holiday Radio Ads
Passport Receipts
Passport Receipts
Passport Refund
Passport Receipts
Jeff Mayne
Holiday Radio Ads
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Holiday Market Place
Sonoma Media Investments
Sonoma Media Investments
Deposit Holiday Market Place
Deposit Holiday Market Place
Deposit Holiday Market Place
Deposit Holiday Market Place
PETALUMA MINUTEMAN
Deposit Holiday Market Place
Credit Card Facebook
2523
2530
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
2548
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
Deposit
2562
2583
2593
Credit Card Amazon
Refund
Refund
Holiday Market Place
Holiday Market Place
CHERYL WAGNER
Deposit Passport Receipts
Refund Holiday Market Place
City of Petaluma (Banner Perm!
ELISA SEPPA
Credit Card Facebook
2599
2603
2607
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
Petaluma Downtown Association
Bid Funds Received and Expenditures
For Fiscal Year Ending June 30,2025
20%TOTAL
Admin
30%
Beautification
23%
Marketing
27%
Security
BID Percentages
Date AmountDescriptionTransactionTo/From
350.00
(4,800.00)
(1.22)
(158.50)
(90.00)
Reimb Ads
Holilday 2024
Holiday Market Place
Supplies holiday
Holiday Market Place
12/31/2024
1/15/2025
2/7/2025
2/7/2025
2/7/2025
Transfer
2619
Credit Card
Credit Card
Credit Card
PVP
WINE COUNTRY RADIO /IN:
Facebook
Yiflee
Custom Costumes
(1,274.00)
(1,274.00)
(1,274.00)
(1,274.00)
(1,274.00)
(1,274.00)
(1,274.00)
(1,274.00)
(1,274.00)
(1,274.00)
(1,274,00)
(1,274.00)
First Alarm Security &Patrol
First Alarm Security&Patrol
First Alarm Security&Patrol
First Alarm Security&Patrol
First Alarm SecurityS Patrol
First Alarm Security&Patrol
First Alarm Security&Patrol
First Alarm Security&Patrol
First Alarm SecurityS Patrol
First Alarm Security&Patrol
First Alarm Security&Patrol
First Alarm Security&Patrol
7/24/2024
8/29/2024
10/3/2024
10/9/2024
10/30/2024
11/27/2024
12/26/2024
2/12/2025
3/12/2025
4/2/2025
5/7/2025
6/4/2025
2485
2521
2543
2552
2565
2584
2602
2633
2647
2663
2695
2725
(11,760.00)
(45,60)
(268.53)
(98.88)
10/10/2024
4/7/2025
4/7/2025
5/7/2025
2557 Sierra Display
Freidmans
Tractor Supply
ELISA SEPPA
Credit Card
Credit Card
Clean Up Day
Clean up Day
Clean up Day2706
(320,38)(356.00) (237.30)
(16.20)
(2,086.43)
(10.50)
(73.81)
(327.98)
(135.84)
(1.00)
(463.38)
(1,213.11)
(3,098.74)
(221.41)
(213.56)
(130.17)
(235.71)
(126.00)
(156.81)
(14,912.26)
(272.92)Credit Card Discounts
Dues &Subscriptions
Employee Benefits
Equipment Maintenance.
Equipment Upgrades
Insurance
Interest Expense
License and Tax
Office Supplies &Postage
Payroll tax Expense
Professional Fees
Promotion
Rent
Software
Telephones
Travel
Utilities
Wages
Website
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
7/1/24-6/30/2025
Direct BID Admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
Bid Share of admin costs
(2,894.29)(2,218.96)(2,604.86)
(59.00)
(69,306.75)(15,423.30)(23,660.21)(18,213.24)(12,010.00)Total BID expenses
(14,430.46)40,097.90(10,618.10)19,021.6346,124,636/30/2025 Ending balance BID
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
PETALUMA DOWNTOWN ASSOC
BID ANALYSIS -07/01/16 TO 06/30/25
BEAUTIFICATION ADMINISTRATIVE TOTALSECURITYMARKETING
100%20%30%27%23%
78,619.271,505.8020,255.1230,491.7826,366.57BALANCE07/15-06/16
64,795.2612959.0517494.72 19438.5814902.91RECEIVED07/16-06/17
-54,887.70-11,112.43-25,360.34-12,432.83●5,982.10EXPENSED07/16-06/17
88,526.833,352.4235,553.67 14,333.36BALANCE07/16-06/17 35,287.38
67,458.3513490.8920237.518214.5515515.41RECEIVED07/1-06/18
-51,604.31-9,786.15-15,592.55 -13,430.87-12,794,74EXPENSED07/17-06/18
7,057.16 104,380.8721,139.9938,175.6738,008.05BALANCE07/17-06/18
74,000.0014,800.0022,200.0019,980.0017.020.00RECEIVED07/18-06/19
-70,383.39-11,153.16-19,521.90 -24,705.20-15,003.13EXPENSED07/18-06/19
107,997.4810,704.0038,633.77 18,634.7940,024.92BALANCE07/18-06/19
67,101,7413,420.3518,117.47 20,130.52RECEIVED07/19-06/20 15,433.40
-87,173.56-22,800.69-25,528.34 -23,610.12-15,234.41EXPENSED07/19-06/20
87,925.661,323.6631,222.90 15,155.1940,223.91BALANCE07/19-06/20
69,293,1513,858.6320,787.9518,709.1515,937.42RECEIVED07/20-06/21
●72,448.33-12,403.00-36,111.80-21,436.62-2,496.91EXPENSED07/20-06/21
84,770.482,779.2928,495.43 -168.6653,664.42BALANCE07/20-06/21
63,512.0012,702.4017,148.24 19,053.6014,607.76RECEIVED07/21-06/22
-80,418.66-12,091.85-8,172.06-26,614,24-33,540,51EXPENSED07/21-06/22
67,863.823,389.8410,712.8819,029.4334,731.67BALANCE07/21-06/22
54,743.9010,948.7716,423.1714,780.8612,591.10RECEIVED07/22-06/23
-62.625.67-9,453.72-30,167.65 -10,226.52-12,777.78EXPENSED07/22-06/23
59,982.054,884.8916,909.533,642.6434,544.99BALANCE07/22-06/23
52,768.6010,553.7015,830.5814,247.5412,136.78RECEIVED07/23-06/24
-63,295.20-18,198.67-26,481.33 -16,279.74●2,335.46EXPENSED07/23-06/24
49,455.45-2,760.08●^,591.15 16,460.3744,346.31BALANCE07/23-06/24
59,949.2011,989,8316,186.29 17,984.7613,788,32RECEIVED07/24-06/25
-69,306.75-23,660.21-15,423,30-18,213.24-12,010.00EXPENSED07/24-06/25
40,097.90-14,430.4619,021.83-10,618.1046,124.63BALANCE07/24-06/25
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
Activity Type Amount
27% Security $17,280
23% Marketing $14,720
Beautification
Administration
100% Total Services $64,000
30%
20%
$19,200
$12,800
Security - 27% - The Petaluma Downtown Association (PDA) contracts for security
coverage of the general downtown area to be performed on a regular nightly schedule.
Marketing - 23% - These funds are used to supplement additional funds paid by
individual merchants for the combined marketing efforts to create public awareness
of events occurring in the downtown, e.g., Sidewalk Sale, Trick-or-Treat Trail, and
other downtown events such as those listed under “administration.” PDA develops
joint marketing agreements with the merchants using these funds and utilizes the
combined buying power of the PDA and merchant community to obtain favorable
prices for advertising that would not ordinarily be available to the individual merchant.
Beautification - 30% - A volunteer committee meets to consider requests for
investing in beautification projects downtown. Directional signage, holiday
decorations, seasonal banner placements, and graffiti cleanup are among the
beautification projects funded by the BID.
Administration - 20% - Collected funds go to the collection of the assessment. Cost
centers include rent, salary expense, and event coordination. This budget item also
includes costs associated with assessment collections, including accounting services,
printing, and mailing/postage.
Percentage
6) Contributions from Other Sources: None
2026 Budget Allocations
PetalumaDowntownBusinessImprovementDistrict
2026 202Budget,AssessmentSchedule,andMap
1)Changes in Boundaries: None are proposed.
2)Changes in the Basis or Method of Assessment: None are proposed.
3)Changes in Classification of Businesses: None are proposed.
4)Changes in percentage in category - None are proposed
5)Improvements/Activities to be Undertaken & Related Budget:
As proposed in the budget below.
5)Surplus/Deficit Carried Over from Prior Year: Because the BID is billed on a calendar-
year basis but reported on a fiscal-year basis, the account reflects a mix of collections from
both periods. Our current balance, including reserves, often helps cover any potential shortfall
within the fiscal year.
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
Types of Businesses Assessed
•Retail, Restaurant and Antique Collectives: Businesses that buy and resell
goods or comestibles. Examples are clothing stores, shoe stores, office supplies
and antiques shops as well as businesses that sell prepared foods and drinks.
•Service Businesses: Businesses that sell services. Examples are beauty and
barbershops, repair shops, most automotive-orientated businesses, entertainment
businesses such as theaters, etc.
•Lodging: Includes renting rooms by the day or week to community visitors.
•Professional Businesses: Includes: Architects, Engineers, Attorneys, Dentists,
Doctors, Accountants, Optometrists, Realtors, Insurance Offices, Mortgage
Brokers and most other businesses that require advanced and /or specialized
licenses and/or advanced academic degrees.
•Financial Institutions: Includes Banking, Savings, Loan and Credit Unions.
Assessment by Type of Business Within Zones
Business Type Zone A Zone B Zone C
Restaurants & Retailers
1 - 3 Employees 150 100 50
4 - 6 Employees 250 166 83
7+ Employees 350 232 116
Antique Collectives
1-3 Dealers 150 100 50
4 - 6 Dealers 250 166 83
7+ Dealers 350 232 116
Service Operators
1-3 Emp/Operators 150 100 50
4-6 Emp/Operators 250 166 83
7+ Emp/Operators 350 232 116
Professional Businesses 125 82 41
Financial Institutions 500 500 500
Lodging
1-10 Rooms 150 150 150
11-25 Room 250 250 250
26+ Rooms 350 350 350
Note: Retail, restaurant, and service businesses will be charged on size which will be determined by number
of employees, either full-time or the equivalent made up of multiples of part-time employees while Antique
Collectives will be charged by number of business licenses active within one location.
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
BOUNDARY MAP Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
City of Petaluma, CA
Downtown Business Improvement District (BID)
Mungle & Associates – as administrating agent
628 E. Washington Street Suite A
Petaluma, CA 94952
January 2026
Dear Business Owner/ Tax Manager:
**2026 CITY OF PETALUMA DOWNTOWN BUSINESS IMPROVEMENT DISTRICT (BID)**
The City of Petaluma City Council partners with Mungle & Associates for assistance in the collection of its
mandatory Downtown Business Improvement District (BID) fees. This mailing is to transmit the 2026 Downtown
Business District fees invoice that is due upon receipt or before March 31, 2026 and becomes delinquent on April
1, 2026. If late, late fees will apply.
This invoice is based and is calculated per your zone location, type of business and number of employees. To verify
your calculation, the City of Petaluma uses data from the State Employment Development (EDD) regarding the
number of employees submitted to them. Please be aware that it is important that the number of employees is
accurately calculated and reported. Employees are calculated on full time hours (part time employees should be
added together to get a full time equivalent) If you have any questions regarding zoning or number of employees,
please contact Mungle & Assoc. at (707)‐241‐0195 or email Mungle & Assoc. at PetalumaBID@cmungle.com.
Mungle & Associates Remittance Address:
Mungle & Associates Attn: Petaluma BID
628 E. Washington Street. Suite A
Petaluma CA 94952
(Make Checks Payable to: Petaluma Downtown BID)
The assessment was established in November 2000, when the Petaluma City Council adopted Ordinance 214 N.C.S.
establishing the Downtown Business Improvement District (BID). This occurred at the request of the Petaluma
Downtown Association (PDA), after an extensive public hearing process, required by State Law. During the process,
local business owners who were to be included in the BID had the opportunity to protest the formation of the
district and terminate the process. However, recognizing the utility of the BID, very few chose to oppose the BID
and the District was formed. The PDA Board serves as the BID Board of Directors and administers the funds
collected from you by the City of Petaluma. The PDA does not have the authority to change this ordinance or grant
exemptions.
According to the 2026 annual report of the BID, approved by the Petaluma City Council in December 2025,
assessment of funds will be used as follows:
27% Downtown Security
23% Downtown Marketing
30% Downtown Beautification
20% Administration
$17,280
$14,720
$19,200
$12,800
Total: $64,000
Your support of the Downtown Business Improvement District by making your timely mandatory payment
continues the efforts made to maintain an economically vibrant and attractive downtown.
Sincerely yours,
Mungle & Associates
As administering agent for the City of Petaluma
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
City of Petaluma, CA
Downtown Business Improvement District (BID)
2024 Mandatory Assessment
Payable to: Petaluma Downtown BID
Mail To: Downtown BID c/o Mungle & Associates 628 E Washington St, Ste A, Petaluma, CA 94952
Phone: (707) 241-0195 • Email: PetalumaBid@cmungle.com
Due upon receipt or before: March 31, 2026
Delinquent: April 1, 2026
10% Penalty Phase: May 1, 2026
Downtown Petaluma Business Improvement District (BID) Assessment Fee Table
Retail, Restaurant and Antique Collectives: Businesses that buy and resell goods or comestibles. Examples are clothing stores, shoe stores,
office supplies and antique shops as well as businesses that sell prepared foods and drinks.
Service Businesses: Businesses that sell services. Examples are beauty and barbershops, repair shops, most automotive orientated businesses,
entertainment businesses such as theaters, etc.
Lodging: Includes renting rooms by the day or week to community visitors.
Professional Businesses: Includes Architects, Engineers, Attorneys, Dentists, Doctors, Accountants, Optometrists, Realtors, Insurance Offices,
Mortgage Brokers and most other businesses that require advanced and/or specialized licenses and/or advanced academic degrees.
Financial Institutions: Includes Banking, Savings, Loan and Credit Unions.
(Employees are calculated on full-time hours. Part-time employees should be added together to get a full-time equivalent.)
Description of Business Zone A Zone B Zone C
Retailers and Restaurants:
0-3 employees $ 150.00 $ 100.00 $ 50.00
4-6 employees $ 250.00 $ 166.00 $ 83.00
7+ employees $ 350.00 $ 232.00 $ 116.00
Antique Collectives:
0-3 employees $ 150.00 $ 100.00 $ 50.00
4-6 employees $ 250.00 $ 166.00 $ 83.00
7+ employees $ 350.00 $ 232.00 $ 116.00
Service Businesses:
0-3 employees $ 100.00 $ 75.00 $ 50.00
4-6 employees $ 200.00 $ 150.00 $ 100.00
7+ employees $ 300.00 $ 225.00 $ 150.00
Professional Businesses:$ 125.00 $ 82.00 $ 41.00
Financial Institutions: $ 500.00 $ 500.00 $ 500.00
Lodging:
1 – 10 rooms $ 150.00 $ 150.00 $ 150.00
11 – 25 rooms $ 250.00 $ 250.00 $ 250.00
26+ rooms $ 350.00 $ 350.00 $ 350.00
Enter # of employees, operators, dealers or rooms: _____________
(Employees are calculated on full-time hours. Part-time employees should be added together to get a full-time equivalent.)
In the table above, please circle fee assessment and enter amount due: $ ___________________
If Paid after May 1st, 10% Penalty: $ ________________
Total Due: $_______________
(Make Checks Payable To: Downtown BID)
Returned Check Disclaimer: Each returned item received due to insufficient funds will be electronically represented to the presenters' bank no more than two times in an effort to obtain payment.
Downtown BID is not responsible for any additional bank fees that will accrue due to their submission of the returned item.
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
Petaluma Downtown BID
Business Update Form
Remittance Address:
Petaluma Downtown BID c/o Mungle & Associates • 628 E Washington St, Ste A, Petaluma, CA 94952
Phone: (707) 241-0195 Email: PetalumaBID@cmungle.com
Instructions: Please complete this form if you have any changes to your account. To ensure that we have the correct
information regarding your business and the number of employees you have, please update applicable sections on this
form and return with your BID payment and remittance form to the address listed above. Thank you for taking the time
to provide updated information on this form.
Business Name: __________________________________ Account #:____________
DBA:____________________________________________
Business Mailing Address:_____________________________________________________________
(Address/City State/Zip)
Business Physical Address:____________________________________________________________
(Street Address/City State/Zip)
Owner’s Name:___________________________________________Owner’s Phone: ( )___________________
Business Phone: ( )_____________________________________Business Fax : ( )___________________
Contact Person:__________________________________________ Contact Phone: ( )____________________
Email Address: _________________________________________
Description of Business: _________________________________________________________________________
Function of Company: __________________________________________________________________________
Landlord’s Name: _________________________________________ Landlord Phone: ( )___________________
□Antique Collectives
Type of Business (select one):
□Sole Proprietorship
□General Partnership
□Corporation
□Service Business
□LLC - Single Member
□LLC - Multi Member
□Governmental Agency
□Financial Institution
□Lodging
□Professional Association
DLLP
□Other (please explain)
Business closed or no longer doing business in the municipality? Please complete the below information and return either by
Fax to 707-765-1583 or by email to Downtown BID at PetalumaBID@cmungle.com.
I hereby affirm that my business indicated above closed or is no longer operating in the above mentioned municipality as of
__________ / ___________ / ____________ (Date business closed).
Signature:________________________________Print Name:______________________________
Form Completed By: _______________________Print Name:______________________________
Business Classification (select all that apply):
□ Retail Business or Restaurant □ Professional Business
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
Invoice
Date
1/1/2026
Invoice #
6350
Bill To
628 E Washington St STE A
Petaluma, CA 94952
Location
Petaluma Downtown Business Improvement
c/o Mungle & Associates
628 E Washington St., Ste A
Petaluma, CA 94952
Account #10001
BID Phone # 707-241-0195
Total
Customer E-mail
carol@cmungle.com
This invoice reflects the amount our records indicate you owe for the current
year. Please see the back of this form for more information regarding the BID
billing rates. Please fill in the form if you think the rate charged is not correct.
Please also fill in the update form and return to us with current contact
information for your business.
DUE UPON RECEIPT DELINQUENT: APRIL 1, 2026
THIS IS A MANDATORY ASSESSMENT IN ACCORDANCE WITH
THE PETALUMA BUSINESS IMPROVEMENT DISTRICT
ORDINANCE
Due Upon Receipt
We accept credit card payments. You should be receiving a digital copy of this
invoice in your email. If you don't receive an email & prefer to pay with your
credit card, please contact us at PetalumaBid@cmungle.com, or call
707-241-0195.
Thank you! Your payment contributes to keeping the Business Improvement
District vibrant!
Description Amount
Professional Business. Zone A Level 1 125.00
$125.00
SAMPLE
Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE
BOUNDARY MAP Docusign Envelope ID: F4AC9F28-53A4-4630-908C-EB4A52B209AE