This is the 26th Weekly Message to Businesses from San Jose Downtown Association since the end of the COVID-19 "tier" system June 15. They are usually sent on Thursdays.
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To our members: 

These next four weeks are going to be the busiest of the year for Downtown San Jose.  SJDA had to change the formatting of the weekly Downtowner Online (sent to about 7,000 subscribers) because we have 50 shows, performances and attractions to promote.  That’s 50 separate arts groups and businesses excited to be back and ready to bring holiday cheer to the downtown -- something they could not do last year because of COVID.

SJDA marketing has also reprised its popular Downtown for the Holidays web page. Check it out.

Enjoy the energy and vitality of Downtown San Jose during the holidays.

In Today's Message
Beautiful Tableau Initiative

Knight Foundation and SJDA team up for the next five years to assist downtown through COVID and economic recovery
Big news announced this week regarding a new round of financial assistance from Knight Foundation and SJDA’s commitment to bring downtown back through its new Beautiful Tableau initiative.  Beautiful Tableau will literally enhance downtown’s appearance, and make the visitor, resident and user experience more appealing. 

It is the next generation of Street Life and reaches beyond murals and decorative lighting.  It is more on par with creating the SoFA Pocket Park, Hart’s Dog Park and MOMENT shops, all supported by previous Knight Foundation grants.

This time around, Knight will invest nearly $1 million, and SJDA will work with the community to leverage those funds over the next five years.  SJDA wants to use the grant to initiate storefront merchandising, empty storefront activations, and use native plants to improve the downtown landscape, focusing on the areas that will best connect our streets such as San Fernando and Santa Clara streets, and districts -- SoFA with Historic, San Pedro and Little Italy, and San Jose State with our commercial district, for example. The funding also includes SJDA hiring a data analyst, who will compile statistics and metrics that will help guide us through our decision-making. Beautiful Tableau is going to be futuristic and cool.

To get a good grasp of what’s happening, and so that you can think of ideas that will help your business and your business’ environs, please read our Press Release, our Blog, and the coverage by the Mercury News, and KRON-4. KGO-7’s David Louie may post on his social media tonight. Please check or

More to come on this...

Business Meetings

Free Tax Workshop for Small Businesses
Monday, Dec. 6 | 9-11 a.m.
En Espanol |

The City of San Jose hosts a free online workshop in Spanish The online workshop will help business owners understand and fulfill the latest federal tax requirements. Topics discussed will be:

  • The purpose of an EIN (Employer Identification Number)
  • Basic record-keeping requirements for tax purposes
  • Tax forms for business organizations
  • How to pick the right licensed tax preparer

The instructor, Pedro “Adrian” Espinoza, is part owner and office manager of Espinoza’s Tax & Immigration Service, a large volume tax preparation office near San Diego. He has worked in the tax industry since 2008. He holds a Juris Doctor from Western Sierra Law School and enjoys consulting on complex tax issues for business, individual and international tax returns.

The presentation slides and recording will be available free to all registered business owners. The webinar is hosted in partnership with the Internal Revenue Service. Register for the Free Tax Workshop for Small Businesses now!

Education sessions about Assisted Outpatient Treatment (AOT), also known as Laura’s Law
Dec. 6, 5-6pm | Register
Dec. 15, noon-1pm | Register

County Behavioral Health will host education sessions open to all community members to learn more about Assisted Outpatient Treatment, also known as Laura's Law.  Approved by the Board of Supervisors, Santa Clara County will begin implementation in the coming months. More about AOT here. SJDA contact for questions:  Chloe Shipp, director of public space operations.

Support Small Business

Shop Local, always
Small Business Saturday may be over, but SJDA encourages everyone to Shop Local everyday.

We rewrote the Shop Local page on the SJDA website for the holidays, asking people to get creative about how they shop. Some message points:

  • Shop local to support small businesses! 
  • Save on shipping by Shopping and Giving Local
  • Get off the computer and buy in-person rather than online.
  • When shopping in-person, buyers can ensure the quality of a gift.
  • Gift cards still make a terrific present.
  • Get creative when making purchases.  Downtown’s museum stores are full of great gifts.
  • Buy favorite gels, shampoos and conditioners from downtown salons.
  • Avoid mall parking chaos -- downtown’s clothing stores are better than the malls. Plus, 90 minutes free parking at five Park SJ garages.

Find participating local businesses by visiting or following the hashtag #SmallBizSat.

SJDA Virtual Job Board

SJDA continues to help get the message out about your job openings.  This week, Christmas in the Park seeks people to help cover the park with good cheer.   Complete this form with your business information and open positions and SJDA will post the opportunities weekly on, publicizing the message to our 42K+ social media followers on Facebook, Instagram and Twitter. 

Also, please email or if you are fully staffed and need your posting deleted.

City Update

City declares 15 percent water conservation target in response to drought
The City of San Jose has declared a 15 percent water shortage and limited the use of sprinkler systems using potable water to two days per week. The restriction applies to all residents and businesses regardless of which water retailer serves them.

The City Council approved the drought rules on Tuesday in response to extreme drought conditions in Santa Clara County. The rules take effect immediately.

Residents and businesses do not have to water on a designated day if they are using a hand-held hose with an automatic shut-off nozzle or a drip irrigation system.  Read more.

For more information on water conservation rules and tips, visit

COVID and Vaccinations Update

First case of new COVID-19 variant detected in California
The first case of the COVID-19 variant named “Omicron” has been detected in the United States. It was reported Wednesday in a joint statement by the California and San Francisco Departments of Public Health. Like the Delta variant, Omicron has been labeled as a “Variant of Concern” by the World Health Organization.

The recent emergence of the Omicron variant further emphasizes the importance of being fully vaccinated, receiving the booster as soon as eligible, and taking prevention efforts needed to protect against COVID-19. For more information about the variant, see the Omicron variant fact sheet.

In a statement issued Monday, President Biden said the U.S. will fight COVID this winter “not with shutdowns or lockdowns but with more widespread vaccinations, boosters, testing, and more.” Dr. Anthony Fauci agreed that boosters and vaccinations are key.

Public health officials are closely monitoring the rapidly evolving situation related to the variant. The state has established a public-private partnership called COVIDNet to help understand and control the spread of the virus, and to help with the early detection of the variant in California.

This situation is developing quickly, and it is strongly recommended to check travel restrictions on the Centers for Disease Control and Prevention website prior to making travel plans.

Check for vaccination locations

Get Tested for COVID


SJDA Year-in-Review Meeting Dec. 10
Please join us Dec. 10, 8:15 am at the Hammer Theatre Center, for the Year-in-Review presentation that wraps up 2021.

We’re calling it a “hybrid” meeting because you can elect to watch the meeting from your home or office on the Hammer’s virtual system. The registration form allows you to make your decision.

So far, about 50 percent are intending to attend in person and 50 percent are going to watch it live virtually.

COVID protocols will be enforced, since the Hammer Center is a City of San Jose public building.

The meeting also includes presentation of the Jim Fox Golden Nail Award, and fetes board members who have reached the end of their terms. Make plans now to attend.

Downtown Ice - Open daily
Downtown Ice is back this year, with a few important changes.

First: the daily hours are extended.  Through Jan. 9, the rink opens at 10 a.m. Through Dec. 17, the rink closes at 9:30 p.m.

Second:  The rink is no longer “skate for as long as you want.” Instead, all tickets are sold online and one-hour sessions begin every 90 minutes.  That gives staff time to make the ice nice and smooth for each session. And, no long lines to wait in.

Third: COVID safety protocols are enforced. You must show proof of vaccination.

It’s best to check out the Downtown Ice website before you go.  

Downtown Farmers’ Market is full of fun
The weekly San Jose Downtown Farmers’ Market is open again this Friday, from 10 a.m.-2 p.m..  The Holiday Markets take over in December alongside the Farmers’ produce.  

The special, season-ending markets take place Dec. 3, 10 and 17 on South First Street between San Salvador and William streets in SoFA District. 

Santa Run will be virtual this year
The 2021 Santa Run Silicon Valley will run virtually for the second consecutive year.  The 5-kilometer race takes place Dec. 18, or a day or two later. Whenever you run, you are encouraged to be in costume.

The Santa Run benefits Christmas in the Park and Downtown Ice holiday events, plus Reading Partners. Register.

Downtown San Jose and Silicon Valley in the News
Recent media reports involving Downtown San Jose/Silicon Valley. Subscriptions may be necessary to see the article:
COVID-19 Links
Newer Links:
Let us know how else we can help your business by replying to this email. We’ll have another message next week.
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