Downtown Chula Vista Association

What Downtown Chula Vista Association does

Downtown Chula Vista Association (legal name: Greater Third Avenue Improvement Association, DBA Downtown Chula Vista Association / DCVA) is a 501(c)(3) non-profit corporation operating as the longest-running Business Improvement District (BID) and Property-Based Improvement District (PBID) in Chula Vista, California. Founded in 1971 and rebranded from 'Third Avenue Village' to 'Downtown Chula Vista' in January 2023, the organization represents 265 property parcels across approximately 16-30 blocks of the Third Avenue corridor, with over 200 business members in good standing with the City of Chula Vista and over 500 businesses in its directory. It is governed by a 9-member Board of Directors comprising property owners, business owners, and a City of Chula Vista representative.

The organization's core offering is district management services funded through recurring PBID assessment fees on parcels and BID business membership fees. It produces four signature events — the weekly California Certified Farmers' Market (Sundays, 60+ vendors), the annual Lemon Festival (29 years, third Saturday in August), Taste of Third (culinary passport event, 20+ restaurants), and the Día de los Muertos Celebration — supplemented by district maintenance (seven days a week), beautification, public safety advocacy, and a business directory. Day-to-day management is outsourced to New City America, with public relations handled by Olive Public Relations.

Revenue derives from three streams: PBID parcel assessments, BID business membership fees, and event sponsorships from local businesses and regional brands (Seven Mile Casino, Adriana's Insurance, Chula Vista Orthodontics). Distribution is automatic within district boundaries — membership attaches to property ownership or business licensure — making it an event-driven and community-led go-to-market model rather than a discretionary purchase. Revenue figures are not publicly disclosed.

Name

Downtown Chula Vista Association

Legal name

Greater Third Avenue Improvement Association

Website

https://downtownchulavista.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1–10 employees

Short description

Downtown Chula Vista Association is a 501(c)(3) non-profit operating Chula Vista's longest-running Business Improvement District and Property-Based Improvement District, representing 265 property parcels and 200+ businesses across a 30+ block corridor. It funds district management, maintenance, and four signature community events through parcel assessments, business fees, and event sponsorships.

Ownership category

akta.pro rank

Product category

Business Improvement District Services

NAICS

Business Associations (813910), Civic and Social Organizations (81341)

SIC

Real Estate (6500), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Mixed-Use Community Association Management (BPAJAHAF)

akta.pro secondary industries

HOA / Condominium Association Management (BPAJAFAH), Association Maintenance, Vendor & Capital Project Management (BPAJAHAM), Master-Planned Community & POA Management (BPAJAHAD)

Keywords

• Business improvement district
• Property improvement district
• Downtown revitalization
• District management services
• Community event management

Headquarters

HQ city

Chula Vista, California

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. PBID Assessment Fees: Property-Based Improvement District (PBID) assessment fees collected from 265 property parcels within the district boundaries. These fees fund professional staffing and district management services.
2. BID Business Membership Fees: Business Improvement District (BID) fees from over 200 business members who are in good standing with the City of Chula Vista. Funds assist with district promotion and marketing.
3. Event Sponsorships: Revenue from event sponsors for the Chula Vista Farmers' Market, Taste of Third, Lemon Festival, and Día de los Muertos Celebration. Sponsors include local businesses and media partners.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Downtown Chula Vista Association is a 501(c)(3) non-profit operating as a Business Improvement District (BID) and Property-Based Improvement District (PBID) that delivers district management, beautification, and advocacy services on behalf of over 200 business members and 265 property parcels across approximately 30 blocks along the Third Avenue corridor. It also produces signature community events, maintains a public-facing business directory, and runs a seven-day-a-week maintenance program for the district.

Product overview

Downtown Chula Vista Association is a 501(c)(3) non-profit corporation serving as the longest-running Business Improvement District in Chula Vista. The organization operates a dual-structure consisting of the Property Based Improvement District (PBID) representing 265 parcels across approximately 16 blocks, and the Business Improvement District (BID) encompassing over 200 business members. Core offerings include business membership and advocacy services, district events (Farmers' Market, Lemon Festival, Taste of Third, and Día de los Muertos Celebration), a business directory of 500+ member businesses, and district maintenance services. The association promotes the district through media relations, district events, and marketing campaigns while preserving the area's unique cultural resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Downtown Chula Vista Association Membership Services Business membership organization representing over 200 business members and 265 parcels within the Property Based Improvement District (PBID), providing advocacy, public safety support, beautification, and economic development services.
• Chula Vista Farmers' Market California Certified farmers' market operated every Sunday from 10am to 2pm, rain-or-shine, featuring over 60 vendor tents offering local produce, baked goods, fresh flowers, and salsa next to Memorial Park.
• Lemon Festival Annual citrus celebration held on the third Saturday in August, honoring Chula Vista's history as the 'Lemon Capitol of the World' with live music, food vendors, kids zone, and arts and crafts.
• Taste of Third Annual food and beverage tasting event where participants receive a passport to sample offerings from over 20 participating local restaurants while enjoying live music.
• Día de los Muertos Celebration Annual community celebration honoring loved ones who have passed, featuring Ofrenda and Catrín/Catrina ensemble contests, live music, dance performances, car show, and artisan vendors.
• Business Directory Online searchable directory featuring over 500 member businesses organized by category including shops, restaurants, services, medical, legal, and real estate.
• District Maintenance Services Maintenance crew working seven days a week to maintain the enhanced appearance of the district, including the ability to submit maintenance requests via form.
• Newsletter and Communications Monthly email newsletter delivering news, updates, and event information to subscribers, with media relations managed through Olive Public Relations.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor, core and key.

• Adriana's InsuranceminorGTM or Marketing Partner · 18 June 2025Adriana's Insurance partnered with the Downtown Chula Vista Association and the City of Chula Vista to host the San Diego FC Soccer Celebration at Memorial Park on June 18, 2026. This was a free community event featuring live match viewing and concert.
• San Diego MarketscoreStrategic or Co-development PartnerSan Diego Markets partners with the Downtown Chula Vista Association to operate the Chula Vista Farmers' Market. Catt Fields White serves as the farmers' market veteran partner. The market is California Certified and operates every Sunday from 10am-2pm, rain-or-shine, with over 60 vendor tents.
• New City AmericacoreImplementation/ SI/ Consulting PartnerNew City America is the management company that provides professional staff and management services to the Downtown Chula Vista Association. The team includes Marco Li Mandri (Executive Director), Dominic Li Mandri (District Manager), and other administrative staff. They bring expertise in assessment district management, non-profit management, fiscal oversight, branding, communications, and event development.
• Olive Public RelationskeyGTM or Marketing PartnerOlive Public Relations handles public relations for the Downtown Chula Vista Association. Contact: Sydney Costales, Account Executive, 619.955.5285, [email protected]. They manage media inquiries and press relations.
• Chula Vista OrthodonticsminorGTM or Marketing PartnerSponsor of the Taste of Third 2026 event. Taste of Third is an annual culinary event featuring bites and sips from over 20 participating businesses.
• Seven Mile CasinominorGTM or Marketing PartnerSponsor of the 29th Annual Lemon Festival 2026. The Lemon Festival celebrates Chula Vista's history as the 'Lemon Capitol of the World' with live music, food, and family activities.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Regional players

• Carlsbad Village Association: North San Diego County BID operating with similar assessment and member services model for the Carlsbad Village commercial district. Comparable regional peer providing BID/PBID-style district management and event production in Southern California.

Others

• New City America, Inc. Third-party management firm that currently manages DCVA and dozens of other BIDs/PBIDs across California and the Western US. Relevant ecosystem participant as the operating partner that delivers DCVA's services.
• National BID Alliance (BID Institute / IA BIA): Industry trade association for Business Improvement Districts across the US. Provides advocacy, best-practice sharing, and policy support relevant to DCVA's PBID renewal, governance, and operational model.

Direct peers

• Gaslamp Quarter Association: Historic downtown San Diego BID operating assessment-funded district management, events, and member services. Directly comparable as a peer San Diego BID/PBID organization serving property owners and businesses in a defined commercial corridor.
• Downtown San Diego Partnership: Largest BID in San Diego County, managing both BID and PBID assessments across downtown San Diego. Operates a comparable membership structure for property owners and businesses with similar district advocacy, beautification, and event functions to DCVA.
• Downtown Santa Monica, Inc. (DTSM): California-based BID and PBID operator managing property assessments, business membership, district beautification, and major events. Highly comparable structurally to DCVA's dual-mandate, assessment-funded district management model.
• Hillcrest Business District Association: San Diego-area BID with PBID assessment authority, member business services, and community events. Operates a similar model of dual assessment and membership funding for a defined urban commercial district in the same region as DCVA.
• DTLA Alliance (Downtown Los Angeles): Large-scale California BID managing PBID assessments, business membership, events, and district advocacy for downtown LA. Most comparable as a scaled-up version of the same BID/PBID operating model DCVA uses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/downtownchulavista
• Facebookfacebook.com/downtownchulavista
• Instagraminstagram.com/downtownchulavista
• LinkedInlinkedin.com/company/third-avenue-village-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles25 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Downtown Chula Vista Association