Council directs staff to proceed with second-year Market Street pilot and CARES ambassador program; public offers mixed feedback

Councilors on March 4 directed staff to move forward with a second-year pilot of downtown programming, including a scaled Market Street event series and a proposed CARES ambassador program focused on cleaning, hospitality, and outreach.

Staff presented updates to the package of eight proposed programs and said the Market Street pilot will be scaled back from the previous year: the multi-day social-district concept was removed, the stage would be placed on the north end of Market Street facing south, security checkpoints would be reintroduced (two checkpoints instead of three), and the programming would return to a 21-and-over model for checkpointed festival areas. Staff said the Market Street schedule would remain twice monthly (first and last Saturdays) and that event staff needs would increase to about 29 people because of checkpoints.

The CARES ambassador proposal (Clean and Accessible Responsible Event Support) would contract a team of ambassadors to provide cleaning, business engagement, on-call services and, optionally, outreach to people experiencing homelessness. Staff said peer-city research indicates a program cost range between $600,000 and $800,000 depending on scope; the higher figure would include expanded outreach services and outreach-trained staff. Staff proposed an RFP in March to try to have the team in place for summer; they also proposed converting a temporary planning project specialist into a permanent position to manage programming and requested summer backfill for the temporary role.

Council heard two dozen minutes of public comment: business owners and downtown residents gave mixed reactions. Supporters said the Market Street program brought people downtown and exposed visitors to businesses that otherwise receive less foot traffic. Several downtown proprietors said last summer’s programming reduced sales for some businesses and urged greater integration with existing bars and venues and clearer benefit for all downtown businesses. Several commenters also warned that frequent street events could discourage a new indoor music venue from opening and raised safety and enforcement concerns. Community members urged the city to pair outreach work with existing mental-health response teams rather than leave engagement solely to a contracted ambassador team.

Council members acknowledged the mixed feedback, emphasized the pilot nature of the program and noted the staff plan to collect reporting and metrics. Councilmember Pinfetti and others supported a permanent planning position and urged coordination with economic-development and social-service programs. The mayor asked staff to return with a budget amendment and a staffing amendment on March 18 if council wants to proceed; staff said they would bring an RFP for CARES in March and aim for a May program launch, with a full report and evaluation in January 2026. By the end of the study-session discussion, the council gave staff direction to implement the second-year pilot and related staffing work.