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Page 2 of 3 Visit Tri-Valley sent written correspondence to the jurisdictions, dated March 31, 2025, of the Board’s action and requested approval from the City of Pleasanton. While it is not required per the TVTMD, the City of Pleasanton requested that the jurisdictions provide any comments and acknowledgment of Pleasanton’s intent to approve the increase. VTV has cited the following purposes for the rate increase: • Enhanced marketing and sales initiatives to increase overnight visitation, extend visitors’ stays, and enhance experiences in the Tri-Valley region, and • Support marketing and sales support for the new activities such as the multi-use event center, proposed to be in Dublin Visit Tri-Valley sent notice of the intention to increase the TVTMD assessment to all lodging businesses included in the district and held two informational meetings to collect feedback. The first in-person meeting was held on May 8, 2025, in Pleasanton, with six hoteliers present; the second meeting was held virtually on May 14, 2025, with six hoteliers in attendance, including two who attended the previous meeting. No opposition was shared regarding the assessment increase. Process to Increase the Assessment Since the jurisdictions adopted resolutions approving the renewal of the TVTMD which allows VTV to increase the assessment to a maximum of $4.00 per paid occupied room per night, the cities of Dublin and Livermore did not provide written acknowledgments but have communicated their acknowledgment via email to the City's economic development manager; the Town of Danville approved a letter of acknowledgment at its May 6, 2025, Town Council meeting. To complete the process of increasing the TVTMD assessment, the Pleasanton City Council would 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 and in Accordance with the Tri-Valley Tourism Management District Plan (Attachment 1). Upon the Pleasanton City Council’s action, VTV will send notice to all affected stakeholders. Pending approval, the new assessment rate will be effective July 1, 2025. On July 15, 2025, additional correspondence will be sent from VTV to the hotel general managers regarding the new assessment collection form, which will be provided to VTV by the jurisdictions. Each city, town, and county collects the assessment on a quarterly basis, including any delinquencies, penalties and interest, from each lodging business located in the TVTMD, and forwards it to the City of Pleasanton. As the lead jurisdiction, Pleasanton then forwards the total assessment collected to VTV. The cities, town and counties are each paid a fee equal to one percent (1%) of the amount of assessment collected within their jurisdiction to cover the costs of collection and administration; Pleasanton is paid a fee equal to one percent (1%) of the amount of assessment collected within its jurisdiction plus one percent (1%) of the total assessment collected from all jurisdictions to cover its costs of collection and administration. The term of the district is 10 years – effective until June 30, 2032 – after which the cities and counties will need to determine whether to again extend the term of the district or to dissolve it. However, because the district will not have other financial obligations, the City of Pleasanton Page 6 of 226