UPDATED: Downtown Finds New Allies After Setbacks

Do-gooders have stepped up to save downtown businesses, 130 of which will get letters as early as Friday asking them to officially sign up as "participating merchants" in a new marketing campaign.

In an emergency meeting Wednesday night, 14 members of the board of directors voted unanimously to front $33,300 for a marketing program intended to offset a series of setbacks.

"I was scared to death what was going to happen to our downtown," said Roberta Rivet, executive director of the Chamber of Commerce. "Some of these businesses weren't going to make it through Christmas."

Also stepping in to help are the and Alameda County Supervisor also plans to pursue other specific options at an upcoming supervisors' meeting.

The good news comes just days after learning that a on an to Castro Valley Boulevard by unusually disruptive

The 130 businesses that will be the focal point of the campaign are in the area hardest hit by a massive construction project that began last October. The "tier 1" businesses are located on Castro Valley Boulevard from Lake Chabot Road to Redwood Road, and on Redwood Road from Jamison Way to Norbridge Avenue.

The revived “Shop The Boulevard” campaign will have a presence at the Castro Valley Fall Festival on Sept. 10 and 11, which normally is held in the area under construction. This year's festival will be near the on Norbridge Avenue, then return to its old site if construction is completed on schedule next year.

The Alameda County Redevelopment Agency, almost eliminated a few weeks earlier when the , will pay for print ads and other materials under existing open contracts.

The Rotary Club and SOSCV have already begun preparations for their roles in the monthly drawing and “Thursday Dine Out” nights, which will offer incentives to dine out.

"Well, finally some good news," said Bill Lambert, the county redevelopment agency's assistant director of economic development.  "In the last few days, we have successfully found a way to fund the Castro Valley Merchant Marketing campaign."

Lambert began spearheading efforts to help the merchants in spring after Supervisor Miley heard from downtown businesses that a "streetscape beautification" project had resulted in losses as high as 50 percent, on top of losses due to the recession.

From October through May, the construction blocked off entire city blocks as and street parking was eliminated, .

Efforts to help the merchants were on-again-off-again as the state legislature cut redevelopment money, then created a way for redevelopment to continue, and then became the target of a lawsuit that now ties up redevelopment projects through as late as Jan. 15.

The Chamber of Commerce is required to give board members 48 hours notice before a meeting. Fourteen of 18 board members turned out on short notice for the emergency meeting Wednesday night.

Lambert gave the presentation, explaining the long series of stressors and showing board members how a positive outcome could still be achieved.

"The board really felt the responsible to help these businesses," said Rivet. "Not one person said, 'Well, what if they're not a member?' They did it because it was for the good of community."

The chamber could be reimbursed after the freeze on redevelopment projects is lifted as late as Jan. 15. Originally, the marketing campaign was budgeted for $75,000 and was expected to go before the Alameda County Board of Supervisors for approval.

The chamber's fronting of a maximum of $33,300 allows the campaign to proceed even though the county is prohibited by the freeze from authorizing money for new redevelopment projects.