Westminster economic authority OKs Chamber-led downtown activation; funding from local district

The Westminster Economic Development Authority on April 28 authorized the executive director to execute an agreement with the Westminster Chamber of Commerce to provide downtown activation services, voting 6-1.

Supporters from the business community told the board the program will help convert recent infrastructure investment into steady foot traffic and customers. "Activation turns a development into a destination," Parker Brown, chair of the Westminster Chamber of Commerce, said during public comment.

Why it matters: the activation work is intended to increase visits to Downtown Westminster and support small businesses already located there. City staff said the funding for the program will come from downtown-specific tax increment and the downtown general improvement district — not the city's general fund — and that program payments will be tied to performance reporting.

Chamber leaders described how events, programming and marketing can translate to higher sales and more stable businesses. "We need a downtown that is not just built, but is alive," Jamie Chavez, president and CEO of the Westminster Chamber of Commerce, told council. Matt Simmons, head of the Downtown Westminster Business Association, said activation "gives those of us who took a chance on this district support that we need to see it truly survive."

City staff described the funding mechanism and accountability. "There is an existing URA... that generates what we call a tax increment and we're able to use that money to spend on activations. It's only designed... to be used within the downtown to benefit the downtown," Lindsey Campbell, the city's community services director, said during the WEDA discussion. Campbell told the board there's an existing reserve for downtown projects "approximately $1.819 million" available for capital and improvements; the chamber must provide quarterly performance reports as a condition of payment.

Board members asked for metrics and private sponsorship plans. Staff and chamber representatives said the contract will require regular reporting on attendance and expenditures; staff will monitor those reports and bring performance results back to the board.

The board vote: the motion to authorize the executive director to sign the agreement passed 6-1. The board required that payments be tied to performance reporting and encouraged the chamber to pursue private sponsorships to leverage the district funds.

Looking ahead: staff said they will monitor program performance and report back to the board; the chamber said it will pursue sponsorships to expand the program beyond the pilot year.