Laurel District Association

District Identity (DISI)In 2024, the Laurel District Association (LDA) continued its mission to strengthen the neighborhoods identity and visibility through robust marketing, promotions, and public events. The LDA maintained an active online presence with daily content shared across Facebook and Instagram, reaching over 140,000 total impressions and engaging more than 110,000 users. A digital marketing partnership with Oaklandside and the launch of an enhanced electronic newsletter (1,732 subscribers; 48% open rate) expanded outreach to residents and visitors, while print advertisements in the Oakland Inspiration Guide and other media outlets further promoted district businesses.LDA produced 13 signature public events in 2024, including the 24th Annual Laurel StreetFair World Music Festival (15,000 attendees), seven Live in the Laurel concerts, Make Music Day events, and family-friendly celebrations such as Halloween Trick-or-Treating, Lunar New Year, and the Santa Stroll. These events collectively drew an estimated 35,000 attendees, increasing visitation to local businesses and building community pride. Seasonal street banners, upgraded lighting installations, and ongoing district branding through maps and directories reinforced The Laurels identity as a vibrant, inclusive neighborhood for Oakland residents and visitors alike.

Public Rights of Way (PROW)Throughout 2024, the Laurel District Association maintained and enhanced the public right-of-way to ensure the district remained clean, safe, and welcoming. The LDA provided seven-day-per-week sidewalk sweeping, graffiti and illegal dumping removal, and gutter clearing, collecting over 1,000 bags of trash and responding to 235 graffiti incidents. Landscape and beautification efforts included maintaining 80 planters, 40 tree wells, and 54 street banners, along with the installation of 1,000 feet of decorative market lighting to address outages and improve safety and ambiance.The LDA also invested in district safety and security infrastructure. Through its Security Ambassador Program, over 2,600 patrol hours were completed in 2024, complemented by coordination with the Oakland Police Department and merchant safety checks. The Association expanded its network of 38 security camerasproviding footage for 56 documented incidentsand began planning additional installations for 2025. The BID also worked with property owners to implement faade improvements and advocate for the use of City resources to enhance zoning and business attraction. These efforts have improved the districts appearance, safety, and economic resilience.