Westminster staff to negotiate downtown activation pilot with Chamber and business association

Westminster City Council study-session attendees heard on Monday that the Westminster Chamber of Commerce and the Downtown Westminster Business Association (DWBA) have proposed a public–private partnership to activate Downtown Westminster with events, pop-ups and other programming aimed at increasing foot traffic and supporting local businesses.

The presenters asked council to direct staff to finish negotiating a one-year pilot agreement and to provide a recommended funding level. City staff said the pilot could be paid from downtown funds — not the city general fund — and offered two scale scenarios: a sample “better” package at about $200,000 and an expanded “best” package priced at about $3.3 million. Councilors during the study-session discussion signaled support for proceeding and several members voiced preference for a midrange pilot in the roughly $300,000 area.

City staff and the Chamber described the proposal as private‑sector‑led programming managed by the Chamber with support from the DWBA and regular coordination with city Parks, Recreation & Libraries staff. Jamie Chavez, a Chamber representative, told council the Downtown Westminster Business Association “represents the voices of the downtown businesses, and they are hungry for this activation.” The Chamber said it can bring its communications channels, volunteer capacity and sponsor relationships to the pilot.

Why it matters: council and staff framed the proposal as a catalytic investment that uses funds generated in the downtown district (TIF/URA and GID resources), intended to help the area grow into a sustainable mix of retail, housing and cultural activity. City staff emphasized the one‑year, pilot design and said they would require quarterly metrics and reporting — for example, attendance, business participation, and marketing impressions — before bringing a request for contract execution back to council.

Details of the pilot and funding

• Partnership and scope: The Chamber and the DWBA want to run a program of signature and recurring activations — examples included holiday lighting, festivals, concert series, family-oriented Sundays, expanded markets, public‑art activations and a business ambassador program that would survey and recruit downtown merchants. Chamber representatives said the program is intended to be scalable so it can evolve from seeded public investment to private sponsorship and vendor fees.

• Funding sources and limits: Presenters repeatedly said the money under consideration is not general fund but downtown‑generated funds (TIF/URA, the General Improvement District). Staff confirmed there is downtown budget money available to seed either the smaller or midscale pilot and described the URA as a catalytic source that can be used for capital and certain programmatic investments in the district. City staff cautioned that URA/TIF timing is limited and that any contract work funded by URA must meet statutory and administrative milestones.

• Budget scenarios and sustainability: The Chamber presented two illustrative price points: roughly $200,000 for a focused year of programming, and an aspirational $3.3 million multi‑year expansion with a larger slate of multi‑day festivals, ambassador programs and staffing. The Chamber said the program is intended to develop sponsorship packages, vendor fees and grant opportunities over time so activations become self‑sustaining.

• Contract and reporting: Staff told council the recommended contract would be for one year, with quarterly reporting on attendance, business participation and other metrics tied to payment requests. The contract draft will include collaboration clauses with Parks, Recreation & Libraries to avoid duplication and to coordinate city events and promotions.

Council discussion and next steps

Councilors asked about the funding source, the contract term and guardrails to prevent overlap with existing city programming. Councilor Hutt said she would favor a midrange investment and asked that nearby businesses outside the GID be considered for inclusion; Councilor Camellia (first reference: Councilor Camellia, councilmember) said she was “so excited about this” and pressed staff on contract length and evaluation; staff replied the pilot would be a 12‑month contract and would return for a funding decision for subsequent years.

Council members asked the Chamber to be explicit about roles — for example the proposed ambassador program would be led by DWBA founder Matt Simmons and would survey businesses and recruit volunteers — and asked staff to ensure monthly coordination between the Chamber’s event team and city event managers. Council also discussed whether food trucks should be emphasized and whether programming should highlight the city’s cultural diversity.

On timing, staff said there is an agenda placeholder to finalize an agreement on April 28 (agenda placeholder referenced by staff) and that staff would return with a contract and the recommended funding level after negotiating terms with the Chamber and DWBA. Staff emphasized the pilot’s one‑year term and the quarterly measurement requirements embedded in the draft contract.

Quotations

“Without activation, the businesses are feeling isolated,” Jamie Chavez, Chamber representative, told council. “They’re hungry for it.”

“The Chamber is uniquely positioned to take this on,” a city staff presenter said, noting the Chamber’s communication channels and prior event experience.

“I’m in support of the $300,000,” Councilor Camellia said during deliberations.

Council action and formal direction

Council did not take a formal roll‑call vote during the study session. Staff requested direction to negotiate a contract and return with a recommended funding level; several council members indicated support for negotiating and for pursuing a midrange pilot (roughly $300,000), and staff said they would bring a final agreement and any required appropriation back to council for formal approval. Staff also noted that URA funds can be used for capital and program costs but do not cover ongoing operating staff costs; any staffing needed to operate an expanded program would be addressed separately.

What council will see next

Staff will return with a negotiated agreement and supporting materials (contract language, scope and the Chamber’s program plan) and will ask council to approve the contract on a future meeting agenda (staff indicated an April 28 placeholder). The contract will include quarterly reporting requirements and allow for changes based on performance and sponsorship uptake.

Background and context

Presenters said downtown Westminster now houses nearly 1,000 residents and has attracted roughly $500 million in private investment; the downtown’s GID and URA structures were designed to generate tax increment and pay for higher levels of service in the district. Chamber and DWBA leaders said they have been working with city staff for months on the draft program and want to use a public seed investment to prove a concept before transitioning to private sponsorship and earned revenue.

Community relevance and considerations

If adopted, the pilot would use funds generated by downtown property owners and the URA; staff reiterated that the downtown budget — not the city general fund — would be the likely source. Councilors asked staff to pay attention to calendar coordination with other city events, to avoid duplication with PRL programming, and to ensure the Chamber amplifies existing city events when appropriate. Councilors also asked for clear deliverables and a monitoring framework so council and staff can assess whether the pilot moves downtown activations toward long‑term sustainability.

Ending

City staff and Chamber representatives left council with a clear next step: staff will negotiate the draft agreement and return with recommended funding and contract language for council approval. The study session closed with staff and the Chamber thanking council and noting the April 28 agenda placeholder for formal consideration.