CITY COUNCIL AGENDA PACKET - Laserfiche WebLink

Page 1 of 3 Item #1 CITY COUNCIL AGENDA REPORT June 3, 2025 City Manager TITLE: ADOPT A RESOLUTION TO APPROVE A TRI-VALLEY TOURISM MARKETING DISTRICT (TVTMD) ASSESSMENT RATE INCREASE FROM $3.25 TO $4.00 AS REQUESTED BY VISIT TRI-VALLEY IN ACCORDANCE WITH THE TRI-VALLEY TOURISM MANAGEMENT DISTRICT PLAN SUMMARY As outlined in the Tri-Valley Tourism Marketing District (TVTMD) Management District Plan, Visit Tri-Valley (VTV) may increase the current $3.25 per paid occupied room per night assessment starting in the third year (2025) of the 10-year plan to a maximum $4.00 per paid occupied room per night. At the VTV Board of Directors meeting on March 19, 2025, the Board unanimously approved an increase to the maximum $4.00 per paid occupied room per night to extend its efforts to expand tourism-related activities while continuing to be self-sustaining. As the City of Pleasanton is designated as the TVTMD’s lead jurisdiction, the Pleasanton City Council must approve the assessment increase. If approved, the new assessment will be effective on July 1, 2025. RECOMMENDATION Adopt a Resolution to Approve a Tri-Valley Tourism Marketing District (TVTMD) Assessment Rate Increase from $3.25 to $4.00 as Requested by Visit Tri-Valley in Accordance with the Tri- Valley Tourism Management District Plan. BACKGROUND In February 2022, the city councils of Dublin and Livermore, the town council of Danville, and the Board of Supervisors of Contra Costa County each adopted a resolution granting consent to the City of Pleasanton to renew the TVTMD; on March 2, 2015, the Board of Supervisors of Alameda County adopted a resolution granting consent to the City of Pleasanton for all future renewals. The Pleasanton City Council adopted Ordinance No. 2237 amending Chapter 5.36 of the Pleasanton Municipal Code renewing the TVTMD, set to expire June 30, 2032, and approved an agreement between Visit Tri-Valley and the City of Pleasanton to administer the TVTMD. The Management District Plan (MDP) details the district's operational specifications and annual budget. It also outlines the assessment structure, which is set at the current $3.25 per paid occupied room per night with an option to increase the assessment starting in the third year (2025) but not to exceed $4.00 per paid occupied room per night. DISCUSSION At the VTV Board of Directors meeting on March 19, 2025, the Board unanimously approved an increase from the current $3.25 assessment to the maximum of $4.00 per paid occupied room per night to extend its efforts to enhance the region’s marketing efforts as a premier destination, while continuing to be self-sustaining. Page 5 of 226