As of September 1, 2011, ALL 1,875 retail establishments are prohibited from providing light-weight, single-use plastic carryout bags to customers at the point of sale. MORE

By Melonie Magruder
Lookout Staff

November 2, 2011 -- Whether planning for more parking, expanding bike lanes or helping to shepherd development Downtown, Debbie Lee knows it’s important to balance interests.

For Lee, who was recently promoted to Vice President of Downtown Santa Monica, Inc. (DTSM), raising awareness of coming issues and facilitating dialogue between stakeholders is key if Downtown is to continue evolving in exciting new ways.

“Change can be scary, but I think we will make the right changes in the right places,” Lee says. “We work very closely with the City, and our role is to insure that whatever direction the city takes, it benefits the community as a whole in the long term.

“Whether it’s moving a traffic light or dealing with major development, we have to ask how this will affect everyone ten years from now. With so many priorities, we must be wise with our resources and our time.”

As director of marketing for DTSM, Lee spearheaded the campaign to create a new brand for the area, turning the Bayside District Corporation into Downtown Santa Monica, Inc. and fostering its public perception as a vibrant destination.

In her new role as Vice President of the non-profit corporation that manages services, operations and marketing for the city’s Downtown commercial and residential district, Lee will be overseeing the agency’s resources, while working on large-scale, strategic planning efforts.

“I will be looking at the whole operational system to make sure we are getting the most from our efforts,” Lee says. “If the right hand is doing one thing and the left hand is doing something similar, how can we make the whole thing more efficient? I can see cross collaboration of projects and greater reach.”

Born and raised in the San Fernando Valley and a graduate of UC Riverside, Lee honed her skills during her eight years working with the Santa Monica Convention and Visitors Bureau as vice president of business development. The arrival of two children cut into her ability to travel and promote, so she transferred her “passion for tourism” to the Bayside District Corporation five years ago.

“I fell in love with Santa Monica the minute I moved here and continue to enjoy the relationships I developed while working with the Convention and Visitors Bureau,” Lee says.

“I was fortunate to come to the bureau without much work experience. I was really untainted! And I was lucky enough to be mentored by people, like (former Executive Director) Bev Moore, who has a very strong work ethic and is really good at what she does.”

Lee counts as one of DTSM’s strongest assets its relationship with City government, saying their mutually respectful tone and cooperative spirit is consistent across the board, whether it’s working with planning, public safety or transportation.

With empty storefronts and budgetary constraints indicative of a general economic malaise facing cities nationwide, Downtown officials must work closely with their City colleagues to tackle challenges facing Santa Monica and its Downtown.

“The amount of development coming down the pipeline the next couple of years is considerable,” Lee says.

The projects, Lee says, include developing property at Fourth Street and Arizona, ushering in the new Expo Light Rail and developing the esplanade that will link the Downtown rail station to the Civic Center and Pier.

“It’s a challenge,” Lee says. “So the city is taking a proactive stance on getting the information out there as soon as possible so people can plan ahead for construction.”

DTSM’s President and CEO Kathleen Rawson, who has worked with Lee for five years, says the former marketing director is up to the challenge.

“Debbie understands the big picture like no one else,” Rawson says. “So, we decided to shift her into a larger role that brings all of the daily operations together under her aegis.

“With her outstanding management skills and directorial capabilities, we know Debbie will play an integral role in helping Downtown Santa Monica, Inc. to evolve as she works collaboratively to unite all programs within the organization.”