Laurel District Association

In 2025, the Laurel District Association (LDA) continued to strengthen the districts identity and visibility through coordinated marketing, communications, and public programming. The LDA maintained an active digital presence across Facebook, Instagram, and email, generating over 760,000 combined social media views and reaching more than 9,700 followers across platforms. The organization distributed 49 electronic newsletters to a growing subscriber base of 1,767, achieving a 42% average open rate and over 20,600 total opens. Ongoing promotional effortsincluding digital advertising, social media campaigns, print media, and district guideshelped drive awareness and visitation to The Laurels commercial corridor. The LDA produced 13 signature public events in 2025, drawing an estimated 40,000 attendees and supporting increased foot traffic for local businesses. Highlights included the 24th Annual Laurel StreetFair World Music Festival, which attracted approximately 15,000 visitors and featured 175 performers and 150 vendors, as well as eight Live in the Laurel concert events and Make Music Day celebrations. Seasonal and cultural events such as Lunar New Year, the Santa Stroll, and the newly launched Laurel Tricks, Treats & Traditions further reinforced the districts role as a vibrant, family-friendly destination. In addition, the LDA supported approximately 40 non-BID events, broadening community engagement and strengthening partnerships across the district. Throughout 2025, the LDA maintained and enhanced the public right-of-way to ensure a clean, safe, and welcoming environment. Supplemental cleaning services were provided six days per week, including sidewalk sweeping, graffiti abatement, illegal dumping removal, and maintenance of public spaces. The organization removed 520 graffiti incidents, collected approximately 23,400 pounds of trash, and addressed 20 illegal dumping cases. Beautification efforts included maintaining 80 planters, 40 tree wells, 54 street banners, and 65 public art elements, contributing to an attractive and well-maintained streetscape that supports local commerce and neighborhood pride. The LDA also expanded its safety and security initiatives in 2025. Through its Security Ambassador Program, the organization delivered 2,704 patrol hours and an additional 600 administrative safety hours, with increased focus on overnight patrols and high-incident areas. Safety ambassadors conducted 3,120 merchant check-ins and responded to 66 direct service requests, while coordinating closely with the Oakland Police Department. The districts network of 38 security cameras supported 63 incident investigations during the year. Seasonal safety efforts, including the Shop Safe Holiday Initiative, further enhanced the sense of security for merchants, residents, and visitors. In 2025, the LDA strengthened business support and stakeholder engagement through regular outreach and collaborative initiatives. The organization conducted approximately 1,200 merchant contacts and coordinated 16 business support activities, including monthly merchant newsletters and resource-sharing efforts. The LDA continued partnerships with community organizations and stakeholders to address vacancy challenges through initiatives such as the Vibrant Laurel Initiative, while also advocating for improved safety, infrastructure, and economic development policies. These combined efforts advanced business retention, district revitalization, and long-term economic resilience within the Laurel commercial corridor.