CITY COUNCIL REGULAR MEETING AGENDA PACKET

areas: financial oversight, personnel, budget, and insurance. Continuing to rebuild the PDA’s operating bandwidth and financial reserves post-pandemic are on-going priorities for the Executive Committee. Events & Marketing: The Events & Marketing Committee includes several board members and is engaged in the execution of the PDA’s marketing and event objectives, plans, and activities to take full advantage of new opportunities post-pandemic. These include the continuation of a robust social media plan, refreshment of the PDA website, growing much- loved event offerings and creating new events to engage the community’s changing demographic and to bring new foot traffic to Downtown. Downtown Vitality Committee: The revival of the Downtown Vitality Committee is a priority this year, and may include board members, property owners, and other downtown stakeholders. They will be engaged in ongoing conversations and programming focused on Downtown economic vitality and growth. Ongoing responsibilities will include sign and design approval, vacancy projects, collaboration with City staff on planning and design issues, and beautification. This committee also oversees the Downtown Beautification awards and annual Walk-Along to identify any maintenance issues and to work closely with the responsible parties to ensure issues are addressed in a timely manner. 2025 REVIEW As Pleasanton continues to grow, so must the resources and tools available to support the vitality, economic development, and cultural richness of the downtown. The PDA has spent the bulk of 2025 strengthening programming, building strong relationships and engaging with its incredible members and property owners through open and transparent conversations. We are working to bring forth new programs and events in 2026. We are, as always, extremely grateful for the support of the City of Pleasanton and the ongoing partnerships that strengthen the Downtown as a whole. The majority of the 2025 year required a focus on organizational restoration, given the difficulties that emerged as a result of the pandemic and the state of recovery for the PDA and its members. New Two-Year Strategic Plan The Pleasanton Downtown Association has established a three-point strategic plan designed to modernize its structure, increase funding capacity, and expand engagement with local stakeholders, ensuring the long-term success of the organization and ultimately, Downtown Pleasanton. The strategic plan is comprised of the following three points: 1.Establishing the Pleasanton Downtown Foundation 2.Updating the Business Improvement District (BID) 3.Launching an Associate Member Program in 2026 Pleasanton Downtown Foundation Diversifying financial gains is one of the PDA’s top priorities. This year, the PDA officially launched a Pleasanton Downtown Foundation that will serve as an arm to the PDA’s existing Page 153 of 264