“The commercial corridor is the heartbeat of Rockridge…. Supporting the corridor is supporting the community.” That statement comes from Devan Meneses, president of the Rockridge District Association (RDA), who is completing the term of Monte McClain who recently stepped down.
Governance of RDA is outlined in its bylaws, with a volunteer board elected annually, and it exists to support the vitality of Rockridge’s commercial district. Meetings are held monthly and are open to the public, with members collaborating in small groups to work on projects. A committee forms each year to spread the word about the upcoming elections and to reach out to prospective candidates, encouraging them to get involved.
A limited number of 1-year term seats are also open to interested community members. In the annual June meeting, the full board elects candidates for 2-year terms based on the results from RDA merchant community voting.
All local businesses pay an assessment to the City of Oakland based on annual revenue and business type. The City retains three percent as an administrative fee, while the remainder is returned to Rockridge to fund services defined in the district’s charter.
These services include graffiti removal, event production, mural creation, and efforts to improve safety. “We do what people might think the City is responsible for,” Meneses explains.
Devan Meneses, president of the Rockridge District Association. Photo: Gary Fine
Much of this work falls to RDA’s Operations Manager—and only employee—Chris Jackson, who oversees daily streetscape and security tasks. He coordinates with MACRO (Mobile Assistance Community Responders of Oakland) and other services to assist individuals in distress, tracks new businesses and vacancies, and often handles on-the-ground issues like overflowing trash while coordinating with City departments.
The organization also plays a key role in promoting local commerce. Through social media, e-newsletters, and its website, RDA maintains directories and blogs, and produces several annual events including Where’s Waldo (July), Rock-N-Stroll (August), and the Halloween Parade (October).
RDA hosts the Halloween Parade that takes place every year along College Avenue. Photos: Anna L Marks
Supporting these efforts is Jody Colley, an independent contractor who has assisted RDA’s marketing and administrative work for more than a decade. What began with flyer design has evolved into website development and social media strategy. Facing a limited marketing budget—one of the smallest among Oakland’s business improvement districts—Colley has focused on creative solutions, including a new AI-powered events calendar that aggregates content from merchant websites and social media, resulting in a comprehensive listing of local events.
Her work has also highlighted unique aspects of the district’s business mix. Rockridge has an unusually high concentration of mental health practitioners operating from second-floor offices. The RDA is working to increase visibility for this sector and incorporate it into broader planning, including the launch of a dedicated Health & Wellness Calendar featuring classes such as yoga, fitness training, and Breema.
Despite its impact, RDA faces ongoing financial constraints. Compared to other districts with significantly larger budgets and staff, Rockridge operates with limited resources. This creates challenges in meeting expectations around safety, beautification, and programming, particularly for businesses familiar with more heavily funded districts. Expanding staffing, fundraising, and services remains a priority.
Meneses joined the board out of curiosity about how the organization functioned and how funds were allocated. She brings a personal connection to her role. While meeting friends at the Rockridge Improvement Club, known locally as the RIC, she reconnected with a fellow O’Dowd graduate. That connection led to marriage and moving into a home on College Avenue.
After high school, Meneses studied design in Europe and worked in Paris and Mexico City before launching her own online business from her Rockridge home. She opened a storefront in 2022, then returned to an online model in 2025 to focus on her growing family. She plans to apply for a position as RDA’s Executive Director in June.
Another priority of RDA includes improving “way-finding” along College Avenue. On their website, there is a map, an alphabetic list of members, and a gift card with discounts at 39 participating stores. RDA also does outreach to include more businesses in the promotion. “It’s a long corridor, with different customers and businesses at either end,” Meneses notes, and says they will make that a major focus in the coming year. The goal is to better connect foot traffic across the district—from the BART hub to destinations spanning the avenue—so all businesses benefit from visitor flow.
Like many commercial areas, Rockridge is also navigating broader economic uncertainty. While the district continues to attract new businesses, shifting consumer habits and supply chain challenges are affecting merchants. “It’s a waiting game,” Meneses says.
Even so, RDA remains focused on strengthening community ties. “Shopping local is so important these days,” she emphasizes. The neighborhood demonstrated strong support for businesses during COVID-19, though recovery has taken longer for merchants than for the public at large. “Merchants need us—they need the strong relationships we build in the community.”
Looking ahead, safety remains a central concern for local merchants. While break-ins have declined from previous peaks, incidents persist. They hired a security service for this past December, which worked well, according to members. They may repeat that strategy this coming holiday season.
“When the streets are teeming on the weekends—kids on their bikes, people out for Rock-N-Stroll or the Halloween parade—that is a precious experience to give to your family,” Meneses reflects. In Rockridge, that sense of community continues to be both the goal and the reward.
