Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts and business improvement districts each month. Check back here regularly for new interviews.
Discover the Heart of Walnut Creek: Shop, Dine & Explore
Since its founding in 1990, the Walnut Creek Downtown Association (WCD) has played a pivotal role in fostering a dynamic community at the heart of Walnut Creek. As a 501(c)6 organization, WCD operates independently of the city government but remains deeply intertwined with the local business landscape. Spanning 29 blocks and home to 650 businesses, WCD is much more than an association; it’s the driving force behind downtown’s growth and vitality, dedicated to advocacy, beautification, events and marketing efforts that enhance the experience for residents and visitors alike.
WCD’s uniqueness lies in its structure, which encompasses two distinct Business Improvement Districts (BIDs). The original BID was formed in 1990, representing the traditional downtown businesses that had long been the backbone of Walnut Creek. As the city expanded and new developments emerged, a second BID, the SBID, was created in 2008 to include Broadway Plaza on the south end of downtown and the surrounding areas. This dual BID approach allows WCD to cater to the specific needs of each district, with tailored financial reports and pricing structures — especially since the newer BID includes property owners, which adds a layer of business support and complexity to the financial management.
Kathy Hemmenway’s Journey of Leadership
Kathy Hemmenway’s journey with WCD began 16 years ago when she started as the coordinator for Walnut Creek’s seasonal ice rink. During one season, Kathy acted as both the rink coordinator and the general manager, a role that came with its fair share of challenges. Managing the rink for 10-12 weeks during the holidays was no small feat, especially with a team of 35 seasonal employees and Kathy balancing having younger kids at home. But she feels the experience was invaluable, teaching her the ins and outs of event management in a dynamic, high-pressure environment. And her children learned to skate!
After her stint as the rink’s manager, Kathy transitioned into an event coordinator role with WCD, where she honed her skills in planning and executing a wide range of community events. Her dedication and passion for downtown Walnut Creek led her to the position of associate director, and she also served as interim executive director twice before officially taking on the role of executive director in November 2017.
One of the things Kathy says she is most proud of is the array of WCD community events that help showcase the downtown business community each year. With a small but mighty team of four staff members — three full-time and one part-time — WCD organizes 12-15 events annually, attracting anywhere from 75 to 12,000 attendees. And the events are as diverse as the Walnut Creek community, ranging from providing bar service at a concert series and painted pianos to wine walks, Oktoberfest and the annual return of Walnut Creek on Ice. Each event is designed to bring people together, celebrate the local culture and showcase the best of what Walnut Creek has to offer.
WCD’s success is built on the strength of partnerships. The organization works closely with the City of Walnut Creek, Visit Walnut Creek, Diablo Regional Arts Association and many other local organizations to ensure the downtown remains a vital, welcoming place for everyone. The collaborations between organizations grew stronger during the pandemic, helping all of Walnut Creek navigate unprecedented challenges and emerge stronger than ever.
A Vision for the Future
Looking ahead, Kathy’s focus is on expanding and enhancing the programs that have proven successful while exploring new opportunities for growth. The WCD team and board are currently working on a vision plan that will incorporate input from businesses, residents and other stakeholders to ensure that Walnut Creek Downtown Association continues to evolve in a way that meets the needs of the community. This includes initiatives like permanent outdoor dining structures, which became a community favorite during the pandemic and now are here to stay.
Also, in an effort to better serve the community and downtown businesses, WCD has recently applied to establish a 501(c)3 entity. This new designation will enable them to broaden their fundraising capabilities and offer donors the full tax benefits that come with supporting a charitable organization. 
While the existing BID programs and administrative functions will remain under the 501(c)6, this expansion opens the door to more grant opportunities and allows WCD to diversify their offerings, ultimately placing WCD on a level playing field with other organizations in the community. Kathy sees much more potential for her downtown district, and while they face the challenges that all BIDs face, like funding and staffing limitations, she’s excited for the future. The WCD is committed to maintaining the small-town feel that makes Walnut Creek special, even as they continue to grow and attract new businesses and visitors. With the continued support of the community and their partners, the Walnut Creek Downtown Association is sure to remain a place where memories are made and cherished for years to come.
For more information about the Walnut Creek Downtown Association, visit them online and connect with Kathy Hemmenway on Linkedin.