6:00 PM – In-Person, DSA Conference Room

The meeting was called to order at approximately 6:00 PM on July 13, 2026. Roll call was conducted and the following Board Members were present:

Board Members Present: Natalia Kleyman, Kevin Sluka, Tania Althoff, Conlyn Chan (arrived late), Theresa Bonner, Lynsdey Rickards Board Members Remote: Allison Reilly Snyder

Professional Staff Present: Dana Kessel, Becky Pollard

CHAIRPERSON REMARKS

Chair Kleyman welcomed everyone and noted the continued positive momentum of the Downtown Somerville Alliance (DSA). She indicated that the Executive Director would provide additional updates during her report.

APPROVAL OF MEETING MINUTES

A motion was made and seconded to approve the June 2026 Board Meeting Minutes. Motion carried unanimously.

COMMITTEE REPORTS

a. Finance

• Financial statements were distributed to the Board prior to the meeting.
• Dana Kessel reported that the annual financial audit had been completed onsite. The auditor spent three days reviewing documentation and indicated the audit process proceeded smoothly. The final audit report is expected shortly.
• The Board was informed that the New Jersey Department of Labor and Workforce Development will conduct an audit focused on 2024 records. Dana Kessel is currently assembling the requested documentation in advance of the audit later this month.
• The Board discussed an opportunity to expand the DSA office into the adjacent vacant suite. The proposed lease amendment would:
  • Add approximately 800 square feet of office space.
  • Create a larger conference room.
  • Provide an additional office to alleviate current workspace limitations.
  • Increase monthly rent by approximately $400.
  • Following discussion, a motion was made and seconded followed by a roll call vote to approve the lease expansion which was unanimously approved. 
• 2027 Budget Planning – The Executive Director advised that preparation of the 2027 operating budget will begin in August. Board discussion included:
  • Committee priorities.
  • Capital needs.
  • Replacement of aging downtown banners.
  • Office requirements.
  • Anticipated increases in health insurance costs.
  • Assessment revenue projections.
  • Trustees suggested soliciting Borough Council priorities early in the budgeting process to better coordinate future initiatives.

b. Design/Infrastructure

• The Board received an update regarding a pilot program to install four new covered trash receptacles in key downtown locations. The new receptacles will:
  • Help reduce residential dumping.
  • Prevent litter from blowing out during windy conditions.
  • Include advertising panels for DSA messaging replacing the need for some sidewalk A-frame signs.
  • The pilot will be funded through the existing cleaning budget. No Board action was required. Discussion included the possibility of future sponsorship opportunities while maintaining the character of Downtown Somerville and avoiding excessive commercial advertising.

c. Promotions

Marketing & Social Media Report

Leah Horowitz presented June marketing and digital performance highlights. Marketing performance remained strong overall. Highlights included:

• Slight decline in Instagram engagement (approximately 4%).
• Continued growth across other platforms.
• Facebook continues to reach a larger audience of non-followers than existing followers.
• Staff will increasingly tailor content by platform rather than using identical campaigns across all social media channels.
• The marketing team is also utilizing interns to research current trends and content strategies.

Key metrics included:

• More than 31,000 Instagram accounts reached
• Over 438,000 Instagram views
• More than 527,000 Facebook views
• More than 38,000 Facebook interactions
• Continued Mailchimp performance above industry averages
• Increased visitor frequency and average dwell time according to Placer.ai analytics

Event Analytics – Using Placer.ai data, staff reported significant attendance growth:

• International Street Fair increased from approximately 5,000 to 7,000 unique visitors.
• Pride event attendance increased approximately 30% over 2025.

Regional Destination Marketing

A Regional Destination Marketing Task Force has been formed consisting of: Natalia Kleyman, Allison Snyder, and Dana Kessel. Discussion included the importance of:

• Boutique hotel development.
• Future performing arts facilities.
• Regional visitor attraction strategies.

Upcoming Events

Staff reviewed upcoming programming, including:

• Dog Days of Summer
• Artisan Market
• Continued Cruise Nights and Summer Stage programming
• Downtown Somerville Music Fest 

d. Economic Vitality

Rutgers University Research Partnership

Dana Kessel introduced Dr. Nitzan Navick, Professor at Rutgers University School of Communication and Information, who presented a proposed two-year collaborative research partnership with the Downtown Somerville Alliance. Dr. Navick explained that the project will focus on developing a data-driven communication strategy by studying how the DSA engages with its diverse stakeholder groups, including businesses, residents, visitors, municipal partners, and other community organizations. The research will identify communication gaps, evaluate stakeholder priorities, and recommend strategies for improving outreach, engagement, and organizational effectiveness.

Dr. Navick noted that the research will be conducted at no cost to the DSA, with Rutgers utilizing the project as an academic research initiative while providing the Alliance with actionable recommendations.

Board members discussed the value of the partnership and expressed support for moving forward with the partnership and looked forward to participating in the research process.

e. Director’s Report

• Receipt of a New Jersey Ad Club Jersey Award recognizing DSA marketing efforts.
• Development of a public-facing version of the DSA Connect mobile app.
• Expansion of digital resources including:
  • Community calendar
  • Business directory
  • Dog-friendly map
  • Virtual tours
  • Community Hub
  • Job board
  • Planning for beta testing later this summer.
• Staff also reported ongoing discussions with the Borough regarding:
  • Micro-transit opportunities with regional transportation connections.
  • Parking meter modernization with artistic wraps for future parking pay stations.
• Corporate sponsorship revenue has increased substantially during 2026, reaching nearly $60,000, approximately three times the previous year’s total.

NEW BUSINESS

Borough Updates included:

• Veterans Memorial Drive reconstruction project remains pending federal approvals.
• Recent Main Street water main break was repaired quickly.
• New downtown banner brackets have been installed.
• Tree surround improvements continue, with approximately twenty locations complete and Environmental Commission continues planning for replacement tree plantings.
• Redevelopment plans near the firehouse appear unlikely to proceed due to expiration of the redevelopment agreement.
• Safety concerns regarding damaged fencing near the train station were discussed, and Borough staff will review replacement options.

PUBLIC COMMENTS

The meeting was opened for public comment. No members of the public requested to speak. Public comment was closed.

EXECUTIVE SESSION

A Motion was made and seconded to enter Executive Session. The Board indicated that any necessary action would occur following Executive Session before adjournment.

ACTION ITEMS

• Finalize the lease amendment with the landlord for the DSA office expansion.
• Convene committee meetings to identify priorities and develop recommendations for the 2027 operating budget.
• Continue developing regional destination marketing initiatives and partnerships.
• Initiate the two-year communications research project with Rutgers.
• Begin beta testing and prepare for public launch of the public-facing DSA Connect mobile application.
• Develop design concepts for decorative wraps on future downtown parking pay stations in coordination with the Borough.

ADJOURNMENT

The meeting adjourned at approximately 8:15 p.m.

The next Board of Trustees meeting is scheduled for August 10, 2026, at 6:00 p.m.