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Adam Weinstein, City of Pleasanton May 12, 2016 Page 2 Task 9.1.B. Market Feasibility of Initiative -Based Retail Program This task will address the marketability of a retail program with a maximum retailer size of 50,000 square feet, and discuss the likely market area of such a retail program, compared to the market area for the club - retail based program reflected in the EDZ SEIR. This task will further include the preparation of potential retail sales volumes for the initiative -based retail program, focused on the range of sales options typical of retailers up to 50,000 square feet in size. compared to the sales projections for a club retailer. This will include estimates of total sales and taxable sales. Task 9.1.C. Comparative Fiscal Impact Analysis ALH Economics will prepare a comparative fiscal impact analysis of the initiative -based alternate project description with the project description presented in the SEAR. ALH Economics will consult with the City regarding whether the comparison of fiscal impacts of the project description presented in the SEIR should be based upon the Brion analysis or the ALH Economics EDZ analysis. The distinction is that the Brion analysis is more inclusive regarding potential land uses, and thus might comprise a more apt benchmark. For the sake of simplicity, the analysis will focus on the buildout scenario, which matches the timeframe associated with the Brion analysis. This task will also include a comparative discussion of development /traffic fees for the initiative project, along with an assessment of how needed traffic mitigation measures /improvements may be funded. This will also include a discussion identifying the parties with the greatest likelihood of hearing responsibility for payment of the mitigation measures /improvements. Task 9.1.D. Comparative Economic Impact This task will address the economic impacts associated with the initiative -based retail program. The findings will be predicated upon the findings in the Johnson Drive EDZ urban decay analysis, and will focus on sales impacts and other qualitative impacts associated with potential initiative -based retailers. such as impacts on the existing retail base, Downtown Pleasanton and secondary impacts. Task 9.1.E. Report Contributions ALH Economics will prepare written findings of the cited tasks to contribute to the supplemental comparative analysis report prepared by ESA and revise these findings pursuant to City of Pleasanton review and comment. ALH Economics can also assist with overall review of the document to participate in the effort to complete the report in a timely manner. Task 9.2. Traffic Impact Comparison (Fehr & Peers) Fehr & Peers will prepare weekday daily and peak hour, and Saturday daily and peak hour trip generation estimates for an alternative project scenario based on the proposed citizen initiative, and will qualitatively compare the relative impact of the alternatives to the proposed project. No intersection analysis would be conducted as part of this task. Results of this work will be summarized in a technical memorandum for review