The Committee of the Whole and Regular City Council Meeting held on August 27, 2025, in Elgin, Illinois, focused on the renewal of a service agreement with the Downtown Neighborhood Association (DNA) aimed at enhancing economic development in the downtown area. The proposed two-year purchase of service agreement (PSA) includes a 3% cost of living increase for each year, allowing DNA to effectively meet the agreement's requirements.

Key discussions highlighted DNA's commitment to implementing inclusive marketing and engagement strategies that reflect the diversity of the community, particularly targeting underrepresented populations such as Hispanic, Black, Asian, LGBTQ, and immigrant-owned businesses. The PSA also stipulates the appointment of a representative from the Elgin Development Group and the Elgin Area Convention and Visitors Bureau to DNA's board within 60 days of the agreement's execution.

During the meeting, Sarah Michaels, the events and promotions coordinator for DNA, expressed gratitude for the city's support and emphasized the importance of collaboration in advancing downtown Elgin's vitality. She introduced Jennifer Fukala, the executive director of DNA, who provided an overview of the organization's achievements over the past three years under the current service contract.

Fukala detailed the strategic planning process initiated post-COVID, which involved community input through surveys and focus groups. This led to the development of a 2024 work plan that prioritizes initiatives such as improving downtown perception and promoting local entrepreneurship. One notable project discussed was the "Elgin is Home" campaign, aimed at addressing misconceptions about downtown and fostering a welcoming environment for residents and visitors.

The campaign has already reached over 463,000 people since its launch in April, with a focus on middle-class families and the Hispanic community. Fukala noted the importance of professional services donated by board members to enhance the campaign's quality, including a $30,000 contribution from one member.

Looking ahead, DNA plans to explore the establishment of a special service area (SSA) and continue its successful incubator program, which received a $100,000 grant. The organization aims to upgrade its downtown gift certificate program to a digital format and expand its Spanish language services.

The meeting concluded with a commitment to ongoing collaboration between the city and DNA, with both parties optimistic about the future of downtown Elgin. The council's support for the PSA renewal reflects a shared investment in the community's growth and development.