This is the 27th 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: 

We hope you were able to attend today’s SJDA Year-in-Review meeting at the Hammer Theatre Center.  What a thrill for our staff to see so many smiling faces in the theater, and many more participating on livestream for our first hybrid meeting.

If you missed it, you can view the replay here (the show starts at 16:34).

SPOILER ALERT – SJDA Executive Director and Liquid Agency’s Justin Peters unveiled San Jose Downtown’s new brand today.  The original award-winning logo lasted for 33 years.  The new mark reflects the energy and vitality of today’s downtown San Jose.

The meeting also includes a presentation of the Jim Fox Golden Nail Award, and words from three outgoing board members:  Brian Bates, Geri Wong and President Katia McClain. We thank each of them for their significant contributions to SJDA and downtown.

In Today's Message
City Updates

More al fresco dining
On Tuesday, San Jose City Council voted unanimously to extend outdoor dining operations on parklets and street closures.


  • Post Street will remain open through the holiday and then re-open to vehicle traffic Jan. 7
  • San Pedro Street will remain closed for Al Fresco dining until at least June 30 and more likely indefinitely;
  • Businesses with Al Fresco parklets will have a year to upgrade them to permanent structures or stop using them and return the K-rail to the City. 
  • Also, and not particularly relevant for downtown, businesses with outdoor seating on private property have a year to legalize or stop using their seating areas.

Here’s coverage from San Jose Spotlight and the Mercury News.

Council Redistricting Update and Process
San Jose City Council will deliberate redistricting at the last Council meeting of the year on December 14.  There were two new maps introduced at the last council from Councilmember Cohen and Councilmember Carrasco. Latest map version is here.

The map will be effective 30 days after the second reading, which is scheduled to occur January 11, 2022. February 11, 2022 is when the new boundaries will go into effect.

City Extends Business Tax Exemption
The City has extended business tax financial hardship exemptions to include all people engaged in business in the City who satisfy certain financial hardship/income requirements. Businesses seeking assistance due to COVID-19 can apply for a temporarily expanded financial hardship exemption if its anticipated annual gross receipts for 2021 are at or below $25,760, or if anticipated adjusted household income is at or below $51,520 for 2021.

All businesses approved for this exemption will be required to submit 2021 tax information. If you are a business owner who is experiencing challenges in maintaining your business due to COVID-19, please go to the City’s website for more information and to see if your business is eligible under COVID-19 Assistance. The deadline to apply is June 30, 2022.

COVID Updates

Omicron variant reaches Santa Clara County
On Thursday the County of Santa Clara received its first report of a county resident with the Omicron variant of COVID-19. The individual is in isolation and was fully vaccinated but had not received a booster; they had recently returned from domestic travel out of state.

Health officials have been anticipating that the Omicron variant would be detected locally, so this report does not come as a surprise. This news, in conjunction with rising case counts in the county, Bay Area, and across the state, serves as a reminder for residents to adopt preventive measures, including vaccinations and booster shots, to best protect themselves and the community. 

With the CDC’s approval on Thursday, the County has begun accepting Pfizer booster appointments for those ages 16 and older.Get Vaccinated, Including a Booster Shot: Booster shots are recommended and now available to everyone over the age of 18 who received their second dose of Pfizer or Moderna at least six months ago, or who received their first Johnson & Johnson dose at least two months ago.

In addition to vaccinations and boosters, masking, testing, ventilation, and distancing remain the best defenses against COVID-19. Officials noted that as the holiday season is upon us, people should stay mindful of risks.

If people must travel or gather for the holidays:

  • Get tested immediately before travel, upon return, and again 3-5 days later.
  • Have everyone ages 5+ get their COVID vaccine.
  • Have everyone ages 16+ get their COVID booster.
  • Wear a mask indoors and in crowded settings. Wearing medical grade masks and adjusting masks so they fit tightly are important.
  • Keep group gatherings small in both size and duration. Gather only with close family units.
  • Outside gatherings are safer than indoor gatherings.
  • Be cautious around elderly or immunocompromised individuals and consider COVID-19 testing before such interactions.
No Appointment Necessary for COVID-19 Vaccinations
Vaccines are free, and no insurance or proof of immigration status is required. Anyone age five or older is eligible. Staff will be onsite to support language needs and disability access. Individuals seeking vaccination are encouraged to arrive at least one hour before closing time. Check for the most up-to-date information on locations and times.
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.


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 artisan gifts, too
The weekly San Jose Downtown Farmers’ Market is open again this Friday, from 10 a.m.-2 p.m..  The Holiday Markets will be out in force alongside the Farmers’ produce.  

The special, season-ending market takes place Dec. 17 on South First Street between San Salvador and William streets in SoFA District.

Just one more week until the end of the season.

Santa Run – sign up by Dec. 18
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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