10k Plan

The 10K Plan was an urban planning doctrine for Downtown Oakland to attract 10,000 new residents to the city's downtown and Jack London Square areas.


As Oakland Mayor, Jerry Brown continued his predecessor Elihu Harris' public policy of supporting downtown housing development in the area defined as the Central Business District in Oakland's 1998 General Plan.[1][2]

Brown believed that downtown area should attract people who leave it at the end of their workday.[3]

Since Brown worked toward the stated goal of bringing an additional 10,000 residents to Downtown Oakland, his plan became known as "10K." It has resulted in redevelopment projects in the Jack London District, where Brown purchased and later sold an industrial warehouse which he used as a personal residence,[4] and in the Lakeside Apartments District near Lake Merritt, where two infill projects were proposed and approved.[citation needed] The 10k plan has touched the historic Old Oakland district, the Chinatown district, the Uptown district, and Downtown.[citation needed]

An Uptown Project, had been criticized in the press for diverting over $60 million in affordable housing to fund luxury housing units, built by Forest City Enterprises.[5]

In 2010, The New York Times reported that the 10K plan was still incomplete nearly 4 years after Brown left Oakland. At the time of writing, the city completed just 3,549 units from projects approved during the Brown years.[4]

In March 2014, Mayor Jean Quan announced her own 10K plan.[6]


  1. ^ Gammon, Robert (January 3, 2007). "Inflating the Numbers, The Brown administration came very close on the 10K Plan. So why the grade inflation?". East Bay Express. Archived from the original on December 30, 2008. Retrieved August 16, 2019.
  2. ^ Zillman, Claire (October 17, 2014). "Is this city the next Brooklyn? It'd rather not be". Fortune. Retrieved August 16, 2019.
  3. ^ Avalos, George (February 14, 2015). "Turnaround in downtown Oakland". The Mercury News. Retrieved August 16, 2019.
  4. ^ a b Elinson, Zusha (September 2, 2010). "As Mayor, Brown Remade Oakland's Downtown and Himself". The New York Times. Retrieved August 16, 2019.
  5. ^ Carson, Lynda (January 11, 2012). "Nonprofit housers mourn demise of redevelopment agencies". San Francisco Bay View. Retrieved August 16, 2019.
  6. ^ Gammon, Robert (March 6, 2014). "Thursday Must Reads: Quan to Unveil New 10k Plan for Oakland; State Lawmakers Consider Reforms of Gifts and Donations Rules". East Bay Express. Retrieved August 16, 2019.