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OFFICE OF THE CITY CLERK
COUNCIL MINUTES
May 18, 2026
The City Council of the City of Mesa met in the Study Session room at City Hall, 20 East Main Street, on
May 18, 2026, at 5:00 p.m.
COUNCIL PRESENT
COUNCIL ABSENT
OFFICERS PRESENT
Mark Freeman
Scott Somers
Rich Adams*
Jennifer Duff
Alicia Goforth
Francisco Heredia
Dorean Taylor
None
Lisa Anderson
Scott Butler
Jim Smith
(*Participated in the meeting through the use of video conference equipment.)
Mayor Freeman conducted a roll call.
1.
Review and discuss items on the agenda for the May 18, 2026, regular Council meeting.
All of the items on the agenda were reviewed among Council and staff and the following was
noted:
Conflict of interest: None
Items removed from the consent agenda: None
In response to a question from Vice Mayor Somers regarding agenda Items 11-a, (Staff
recommended ordinance for ZON25-00635 "Ascension," 40± acres located at the northeast
corner of East Brown Road and North 32nd Street. Rezone from Agricultural (AG) to Single
Residence-15 with a Planned Area Development Overlay (RS-15-PAD). This request will
allow for a 46-lot single residence development. Brown Road Citrus, LLC, Owner; Baylee
Lopez, Wood, Patel & Associates, applicant. (District 1)), and 11-b, (P&Z Board
recommended ordinance for ZON25-00635 "Ascension," 40± acres located at the northeast
corner of East Brown Road and North 32nd Street. Rezone from Agricultural (AG) to Single
Residence-15 with a Planned Area Development Overlay (RS-15-PAD). This request will
allow for a 47-lot single residence development. Brown Road Citrus, LLC, Owner; Baylee
Lopez, Wood, Patel & Associates, applicant. (District 1)), on the Regular Council meeting
agenda, City Attorney Jim Smith explained that the applicant had requested to withdraw Item 11-
b and move forward with only 11-a, which reflects staff’s recommendation for the lower-density
product and is consistent with the sub-area plan. He confirmed that, according to House Bill 2721,
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May 18, 2026
Page 2
the applicant would not be able to change to a middle housing product without returning through
the rezoning process and obtaining Council approval.
2-a.
Hear a presentation and discuss the current enhanced services provided by the Downtown Mesa
Association (DMA), FY2025-2026 accomplishments, and the proposed DMA workplan for
FY2026-2027 enhanced services funded through the Special Improvement District 228
assessments.
Manager of Urban Transformation Jeff McVay introduced Jimmy Cerracchio, President &
Executive Director of the Downtown Mesa Association, and displayed a PowerPoint presentation.
(See Attachment 1)
Mr. Cerracchio provided a brief overview of history and purpose of the DMA. He pointed out that
the DMA district covers approximately one square mile of downtown Mesa and is bordered by
University Drive, Broadway Road, Mesa Drive, and Country Club Drive. He stated that the district
is an enhanced municipal services area that provides services above and beyond those already
provided by the City of Mesa (COM). He explained that the district is divided into four zones, with
Zone 1 paying the highest assessment rate because it includes the area with the greatest activity,
primarily along Main Street. He highlighted DMA’s priorities, which include enhancing the
appearance and safety of downtown Mesa; maintaining a clean and welcoming environment;
managing parking; keeping the public and businesses informed; activating downtown through
events and placemaking activities; and engaging with businesses to support their continued
health and growth. (See Pages 2 through 4 of Attachment 1)
Mr. Cerracchio discussed the DMA’s day-to-day operations, which focus primarily on cleanup,
beautification, parking, and maintenance throughout downtown. He explained that the Clean
Team consists of six staff members who maintain a visible presence and provide services to all
four downtown zones. He stated that while service requests may be submitted, the Clean Team
takes a proactive approach by addressing trash, illegal dumping, graffiti, stickers, and posters as
they are identified. He pointed out that over the past year the team removed approximately 29
tons of trash. He attributed the trash removal decrease, in part to increased trash bag pulls that
help prevent downtown trash cans from becoming overfilled. He confirmed that graffiti removal
has decreased and stated that the team’s prompt removal efforts help prevent additional tagging
and related activity. He commented that DMA has expanded landscaping maintenance efforts at
Mesa City Plaza, The Post, and the Neon Garden. (See Pages 5 through 7 of Attachment 1)
Mr. Cerracchio identified additional beautification projects completed during the year, including
restoration of the clock tower at MacDonald and Main Street. He reported that DMA maintains 32
public art pieces located along and near Main Street and stated that twice a year, DMA
coordinates volunteer groups and businesses to work with the Clean Team to clean and maintain
the artwork. (See Pages 8 and 9 of Attachment 1)
Mr. Cerracchio stated DMA’s parking management responsibilities include managing public
parking garages and lots, enforcing on-street parking spaces, and administering the downtown
parking permit program. He stated that more than 2,000 parking permits had been issued for
downtown businesses and residents. He explained that parking enforcement includes monitoring
parking areas to ensure vehicles are parked in appropriate zones and do not exceed posted time
limits. He reported that approximately 2,600 tickets were issued over the past year and noted that
DMA generally provides up to three warnings before issuing a citation to avoid creating a negative
downtown visitor experience. (See Page 10 of Attachment 1)
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Page 3
Discussion ensued regarding downtown parking, including areas that see frequent repeat parking
offenses, student parking, and utilizing the post office as a potential pathway to downtown.
Mr. Cerracchio provided an overview of DMA’s special event parking operations at the Sirrine
Garage during large Mesa Arts Center events. He explained that managing special event parking
allows DMA staff to help direct attendees to appropriate parking spaces, including preserving
accessible and ground-level spaces for individuals who need them. He noted that DMA updated
its event parking operations by providing staff with identifiable uniforms, including parking shirts
and reflective vests, and using tablets for payment processing to improve the payment process
and the ability to track event transactions. (See Page 11 of Attachment 1)
Mr. Cerracchio highlighted DMA’s marketing and promotional efforts to share information about
downtown businesses, events, parking, available commercial space, and other downtown
activities. He stated that website traffic continues to increase, with most visits coming from Google
searches, direct website visits, and DMA’s e-newsletter. He reported increased social media
activity, including growth on Instagram, renewed activity on TikTok, and the launch of the “Meet
Me in Mesa” video campaign highlighting downtown businesses. He noted DMA’s continued
partnership with Evolve PR, which has generated positive media coverage with an estimated
media value of nearly $7 million from a $30,000 investment. He discussed DMA’s bi-weekly public
newsletter, advertising efforts, partnership with the Mesa Tribune for downtown-related feature
stories, and the downtown banner program. (See Pages 12 through 18 of Attachment 1)
Mr. Cerracchio provided information on DMA’s events and activation efforts, stating that events
are intended to attract a wide range of audiences and encourage residents and visitors to
experience downtown Mesa. He highlighted recurring events, noting that free, family-friendly
programming has received positive community feedback and supports downtown business
activity. He pointed out that Pacer.ai data showed that approximately 20,000 visitors attended the
two-day Barbecue Classic. He stated that Mesa Amplified received more than 500 band
applications, with more than 100 bands selected to perform on 19 stages in and around downtown
businesses. He reported that downtown businesses saw increased activity during the event. (See
Pages 19 through 22 of Attachment 1)
Mr. Cerracchio outlined the DMA’s business engagement efforts, which are focused on supporting
downtown businesses and encouraging customer activity. He stated that DMA conducts several
business promotions each year, including the holiday shopping passport, Taco Trail, and bar
crawl events, to support a variety of downtown merchants. He also discussed DMA’s quarterly
merchant meetings, merchant newsletters, business visits, and ribbon cutting events, which help
maintain communication with business owners and promote new businesses. He explained that
the downtown gift card program includes approximately 40 businesses, and DMA plans to expand
participation to encourage spending in downtown Mesa. (See Pages 23 through 25 of Attachment
1)
Mr. Cerracchio recognized new DMA administration staff and reported DMA held a property owner
mixer to introduce new leadership, connect property owners with board members, and support
communication as DMA reviews its bylaws for possible restructuring. (See Pages 26 and 27 of
Attachment 1)
Mr. Cerracchio discussed upcoming DMA initiatives intended to encourage Mesa residents to visit
and experience downtown. He stated that DMA has begun conversations with the Mesa Arts
Center (MAC) and Media and Immersive eXperience (MIX) Center regarding programming
opportunities that would highlight downtown spaces, feature downtown merchants, and reinforce
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Page 4
downtown as a communitywide destination. He reviewed plans for growing signature events and
enhancing marketing and advertising, particularly during the summer months, to help increase
customer traffic to downtown businesses. (See Pages 28 and 29 of Attachment 1)
Mr. McVay explained that DMA’s work program and services are included in a professional
services contract with the COM. He confirmed that the contract includes services funded through
the property owner assessment, the COM’s self-assessment for City-owned downtown
properties, and enhanced services funded by the COM. He outlined the baseline services funded
through the property owner assessment and enhanced services funded through the professional
services contract. He verified that parking management is a significant part of the enhanced
services and stated that DMA provides the service more cost-effectively than if handled by the
Police Department. He pointed out that if approved, DMA’s total budget would be approximately
$982,000, which includes funding for additional parking enforcement support. (See Pages 30
through 33 of Attachment 1)
Responding to a question from Councilmember Adams, Mr. Cerracchio stated that DMA has a
strong working relationship with Visit Mesa, including regular communication, sharing information
and social media posts, identifying sponsors, and coordinating resources to promote downtown
events. He noted that events such as the BBQ Classic and bluegrass-related programming help
provide attractions that encourage visitors to stay engaged downtown and enhance their overall
experience. He explained that the Mesa Chamber of Commerce produces the banners and DMA
installs them, with the organizations working together to ensure they are displayed.
In response to a question from Councilmember Taylor, Mr. Cerracchio explained that DMA
communicates with downtown businesses in several ways, including by phone, text, email,
newsletters, and in-person visits. He noted that in-person communication is especially helpful for
businesses that may not regularly check email or are unable to leave their businesses, and that
direct contact helps reinforce information about upcoming events and opportunities. He stated
that DMA also uses surveys as a key metric, particularly after events, and the team is currently
working on a survey related to the Mesa Amphitheatre. He added that DMA currently serves more
than 100 businesses across four zones, with approximately 40 participating in the gift card
program. He clarified that businesses must opt in to the gift card program so the card can be set
up and tested for use. He confirmed that Phoenix, Tempe, Chandler, Mesa, Tucson, and Flagstaff
have similar downtown models, though not the same. He added that DMA also participates in the
International Downtown Association to exchange ideas and learn best practices from downtown
organizations across the country and around the world.
Mr. McVay added that the DMA is funded through Special Improvement District No. 228, which is
a property owner assessment district. He clarified that the assessment is paid for by more than
500 parcels within downtown Mesa.
Responding to a question from Councilmember Heredia, Mr. McVay stated that Transportation
has been regularly replacing signage throughout downtown to reflect the new parking hours,
including the three-hour minimum time limit in most areas. He confirmed that the blue parking
signs are now more consistent throughout downtown, and the next phase includes updating
parking garage signage and time-zone signage along Main Street and nearby areas to create
greater consistency. He discussed the need for improved wayfinding signage to better direct
drivers to public parking garages and noted that the COM has begun reviewing costs as part of
an ongoing effort to address parking, pedestrian, bicycle, and vehicle wayfinding. He pointed out
that signage will generally remain a COM responsibility; however, there may be opportunities to
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May 18, 2026
Page 5
partner with DMA to deliver certain wayfinding improvements more efficiently through its
professional services contract.
In response to a question from Mayor Freeman, Mr. McVay addressed the two letters of opposition
that were received and confirmed that the overall feedback from the property owners was positive.
Mayor Freeman thanked staff for the presentation.
3.
Acknowledge receipt of minutes of various boards and committees.
3-a.
Planning and Zoning Board Study Session held on April 8, 2026.
3-b.
Planning and Zoning Board Public Hearing held on April 8, 2026.
It was moved by Vice Mayor Somers, seconded by Councilmember Heredia, that receipt of the
above listed minutes be acknowledged.
Upon tabulation of votes, it showed:
AYES – Freeman–Somers–Adams–Duff–Goforth–Heredia–Taylor
NAYS – None
Carried unanimously.
4.
Current events summary including meetings and conferences attended.
Mayor Freeman and Councilmembers highlighted the events, meetings, and conferences recently
attended.
5.
Scheduling of meetings.
City Manager Scott Butler stated that the schedule of meetings is as follows:
Thursday, May 21, 2026, 7:30 a.m. – Cadence Community Facilities District Board
Thursday, May 21, 2026, 7:30 a.m. – Eastmark Community Facilities District No. 1 Board
Thursday, May 21, 2026, 7:30 a.m. – Eastmark Community Facilities District No. 2 Board
Thursday, May 21, 2026, 7:30 a.m. – Study Session
6.
Adjournment.
Without objection, the Study Session adjourned at 5:57 p.m.
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Page 6
____________________________________
MARK FREEMAN, MAYOR
ATTEST:
_______________________________
LISA ANDERSON, DEPUTY CITY CLERK
I hereby certify that the foregoing minutes are a true and correct copy of the minutes of the Study Session
of the City Council of Mesa, Arizona, held on the 18th day of May 2026. I further certify that the meeting
was duly called and held and that a quorum was present.
_____________________________________
LISA ANDERSON, DEPUTY CITY CLERK
sr
(Attachments – 1)
Downtown Mesa Association
FY 2025-26
Accomplishments
FY 2026-27 Workplan
Jimmy Cerracchio, President &
Executive Director, Downtown Mesa
Association
Jeff McVay, Manager of Urban
Transformation
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Attachment 1
Page 1 of 33
Introduction
What is DMA
• Enhanced Municipal Services District
• Formed in 1985
• 501c6
Mission
To provide vision and leadership for Downtown Mesa,
establishing our community as a clean, safe, and
dynamic regional destination through activation,
beautification, and communication.
2
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Page 2 of 33
Introduction
• 1 Sq Mile
• Legally defined geographic
boundary
• Enhanced Municipal Services
District
• Services above and
beyond general municipal
services
• Commercial Properties
• Zones for Level of Service
3
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Page 3 of 33
Introduction
Priorities
• Appearance and Safety
• Parking Management
• Communications
• Activation and
Placemaking
• Business Engagement
4
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Operations
5
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Clean Team
• 6 Full-Time Team Members
• Provide Service 7 Days a
Week
• Visible Presence On-Street
• Pro-Active Service
• Also Maintains Parking Lots,
Garages, City Plaza, The
Post, and Neon Garden
6
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Page 6 of 33
Clean Team
Service Category
2023-24
2024-25
2025-26
Trash Removal
(Tons)
14.86
31.44
29.4
Trash Bags Pulled
4460
6208
7749
Graffiti Removal
481
511
339
Pressure Washing
Service Hours
336
406
468
Plaza & Neon
Garden
Maintenance
Hours
N/A
N/A
244
7
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Page 7 of 33
Clock Tower Repair
100th Anniversary of the Mesa
Town Center Clock
• Replaced Clock Mechanism
• Replaced Signage
• Replaced Interior Lights
• Revealed Copper
• Painted Base
8
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Page 8 of 33
Statue Cleaning
• Purpose: Preserve and Maintain
Downtown’s Public Art
• Twice Annually (April & October)
• 32 Art Pieces
• 50 Volunteers
• Business Support = Discounts & Free
Items for Volunteers
9
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Page 9 of 33
Parking Permits and Enforcement
• On-Street Spaces and 13
Garages and Lots
Monitored
• 2155 Permits Managed
• 2685 Tickets Issued
• 1954 Warnings Issued
Warnings
Parking Tickets
0
500
1000
1500
2000
2500
3000
3500
2023-24
2024-25
2025-26
Parking Citations
Warnings
Parking Tickets
10
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Page 10 of 33
Special Event Parking
• Sirrine Garage
• 94 Events
• 13,399 Cars Parked
• New Tablets
• New Uniforms
11
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Page 11 of 33
Marketing and
Promotions
12
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Website
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
May 1, 2023 – Apr 30, 2024
May 1, 2024 – Apr 30, 2025
May 1, 2025 – Apr 30, 2026
DowntownMesa.com
Pageviews
User Engagement
First-Time Visitors
2025-26
• 591k Pageviews
• 369k User
Engagement
• 222k First Time
Visitors
13
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Page 13 of 33
Social Media
Followers: 24,100
Total Views: 553,000 Since January 2026
Followers: 19,286
Total Views:80,900
Followers: 1,600
Total Views: 29,000
Meet Me in Mesa Campaign
Walk in introduction video
6 videos completed
60,800 views
14
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Page 14 of 33
Media and Outreach
Public Relations
Mentions in Media: 581
Average PR Audience:
142,036,761
Value: $6,824,140
E-Blasts
E-marketing: 8,794 Subscribers
(17.6% ↑)
Open Rate: 17.57%
Increased frequency: 7.8% ↑
Refreshed look in March 2026
TV
45%
Online
39%
Radio
1%
Insta/ FB/
Youtube
4%
Print
11%
MEDIA TYPE
15
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Page 15 of 33
Advertising
• Spring Training Guide
• Tribune
• BBQ Classic
• Holiday Shopping
Passport
• Noon Year’s Eve
• Baseball Block Party
• Mesa Amplified
16
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Page 16 of 33
Mesa Tribune Partnership
• Contribute Content for
Publication
• Downtown Focused Public
Interest Stories
• DMA Events
• Restaurant Features
• Visitor Guides
17
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Page 17 of 33
Banner Program
• 106 Banner Locations
• Center St, Main St, Macdonald,
Robson
• Rotating Displays
• Supporting community events,
branding, and messaging
• Partners Include:
• City of Mesa
• Benedictine University
• Mesa Arts Center
• Hohokams
• Mesa Public Schools
• Mesa Chamber
18
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Events
19
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Events
20
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Events
Event Name
Number of Recurrences/ Days
Estimated Attendance
Sunset Market
9
5,400
Storytime
28
3,000
Halloween
1
1,500
BBQ Classic
2
3,500
Merry Main Street Market
1
3,000
Noon Years Eve
1
1,500
Baseball Block Party
1
2,000
Easter
1
2,000
Mesa Amplified
2
27,600*
21
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Page 21 of 33
Over 100 Bands
27.6k people in Downtown
19 Stages
4x Web Traffic
22
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Page 22 of 33
Business
Engagement
23
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Business Engagement
• 5 business promotions
• Quarterly merchant meetings
• Bi-weekly Merchant Newsletters
• Business Visitations
• Flyer & Notice Delivery
• 3 Ribbon Cutting Events
• 4 Walking Tours & Presentations
24
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Page 24 of 33
Gift Card Program
• 2025-26 Sales = $11,384.00
• 40 Businesses Participating
25
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Administration
26
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Administration
New Staff
• New Executive Director
• New Marketing, Events, &
Engagement Team
Property Owner Mixer
• Opportunity to introduce current
board members and new
leadership
Reviewing Board Structure/ Bylaws
27
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Page 27 of 33
2026-2027
Priorities
28
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2026-27 Priorities
• Engage Mesa Residents
• District Focused Events
• Meet Your Neighbors Nights
• Grow Signature Events
• Bluegrass & BBQ
• Mesa Amplified
• Enhance Marketing Efforts
• Summer Ad Campaign
• Alley Activation Pilot
29
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City
Participation
30
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Professional Services Agreement
• DMA is contracted with the City of Mesa through a Professional Services Agreement
• The Professional Services Agreement includes the following services
Baseline Services
Funded through the annual SID 228 assessment
and City voluntary self-assessment
• Clean team ambassadors
• Pressure washing
• Promotion/ marketing
• Weed control/ graffiti abatement
• Business development
Enhanced Services
Funded through the Professional Services
Agreement
• Parking management and enforcement
• Promotional programming
• Banner & kiosk program
• Special event production – 3 per year
minimum
• Enhanced public space management
• Maintenance of Plaza at Mesa City Center
31
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Professional Services Agreement
Funding for the Professional Services Agreement comes from three primary sources:
• Annual SID 228 Assessment
• City-owned property voluntary contribution
• Enhanced Services
Enhanced Services
$400,604.05
City Voluntary Self-Assessment –
City-Owned Property
$230,577.77
Annual SID 228 Assessment –
Commercial Properties
$351,293.45
Plaza, Neon Garden, & The Post Landscaping
& Maintenance
Up to $58,032.00
32
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Professional Services Agreement
2026-27
DMA Annual Budget Amount
$982,475.27
Special Event Parking Fund
Allotment
$50,000
33
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