LOS ANGELES -- (February 21, 2018) -- Central City Association (CCA) released today its 2018-2021 Strategic Plan. The plan builds on CCA's longstanding position as an advocate for Downtown Los Angeles (DTLA) and sets the organization's sights on broadening its coalition, activating its membership and building a livable urban center that is welcoming to employees, visitors and residents. This plan was developed in partnership with High Lantern Group, a consulting firm that supports organizations and leaders in strategic positioning and communications. Read the strategic plan at ccala.org/stratplan.
The strategic planning process included input from a broad group of influential DTLA stakeholders. In-depth interviews with these stakeholders, staff strategy meetings and working group sessions with the Board of Directors laid the groundwork for the components of the plan. The plan identifies three strategic pillars intended to guide CCA's work towards fostering a dynamic DTLA:
- Advocacy: Promote the interests of employees, visitors and residents in DTLA. These constituencies are essential to the development of a vibrant, livable and attractive urban center.
- Influence: Build relationships, develop ideas and define the future of DTLA. CCA will build influence, spur action and mobilize new and existing partnerships to effectively drive growth in the region.
- Engagement: Broaden services and engagement with members and the community. Deep relationships with the dynamic mix of stakeholders in DTLA are critical to the long-term success of its evolving landscape.
"This strategic plan represents CCA's approach to shaping the future of a vibrant Downtown Los Angeles," said Jessica Lall, President & CEO of CCA. "The plan focuses on extending CCA's ability to provide leadership and collaboration while continuing to exercise our strengths in advocacy and strategic partnerships. It is a product of several months of hard work with our external partners and Board of Directors."
CCA also announced the new officers for its Board of Directors for the next two years. Tom Gilmore, CEO of Gilmore Associates, is the new Chair, following Martha Saucedo, Executive Vice President of External Affairs at AEG, who served as Chair since the beginning of 2016. Robert Jernigan, Regional Managing Principal of Gensler, serves as Vice-Chair, and Noel Hyun, Associate at DLA Piper, is Secretary and Treasurer.
"Our Board of Directors will use this strategic plan to steer the vision for the organization and keep CCA focused on creating a Downtown environment where employees, visitors and residents thrive," said Tom Gilmore, CEO of Gilmore Associates and CCA Board Chair. "I'm excited to continue the momentum that outgoing-Board Chair Martha Saucedo built over the last two years and expand CCA's role as the leading DTLA advocate and coalition builder."
This strategic plan completes the organizational development process that CCA and its Board of Directors started in 2017, and establishes a clear roadmap to becoming a leading visionary of the future of DTLA. This process included adding seven new members to CCA's Board of Directors -- including a DTLA resident -- to bring a greater diversity of voices to the organization. CCA also worked with its members to develop a new mission statement and advocacy agenda that prioritize objectives critical to DTLA and the region's continued economic growth and advancement. The strategic plan serves as a lens to focus resources and activities, and aligns with CCA's mission statement and advocacy priorities which are as follows:
Through advocacy, influence and engagement, CCA enhances Downtown's vibrancy and increases investment in the region. We fulfill our mission by:
-Providing a vision for the future of DTLA
-Making DTLA the place for housing at all income levels
-Advancing comprehensive solutions to homelessness
-Enhancing the experience of DTLA for employees, residents and visitors
-Supporting and attracting businesses and institutions to DTLA
For more details, read the strategic plan at ccala.org/stratplan.