While our districts provide important services to our stakeholders there is a bigger story here, one that’s already being told by extraordinary artists, vibrant small businesses, community organizations, residents and the people who work in this area every day. In 2014, the districts were presented with a challenge: How do we tell that story of Downtown Oakland to the greater Bay Area and beyond. Our answer: Oakland Central, a brand that unites our downtown from the Uptown Arts and Entertainment District to the Jack London waterfront, from Lake Merritt to Old Oakland and everything in between.