CITY COUNCIL REGULAR MEETING AGENDA PACKET

The PDA recommends that the annual charge paid by any business exempt from the City’s business license tax pay $450, increased from $200, including the owner of a business with independent contractors at one business address and conducting a similar business service. The PDA conducted a series of stakeholder engagement efforts to gather feedback from businesses on their satisfaction with the organization and to provide input to help shape the future of the PDA. Following the requested modifications, the PDA will uphold its current benefits to members as well as include additional benefits. A summary of the stakeholder engagement activities and examples of member benefits are provided in the Supplemental Information following the Annual Report and Budget. Associate Member Program The PDA plans to launch an Associate Member Program to engage non-BID stakeholders – including property owners, home-based businesses, and Pleasanton residents in 2026. The goal would be to create overall synergy throughout Pleasanton and the greater Tri-Valley to increase economic vitality in Pleasanton and the downtown District. The program will provide an additional funding stream to support Downtown events, marketing efforts, beautification, and operations. It will allow for expanded community engagement by welcoming businesses from outside the District which will strengthen ties with the broader Pleasanton business community and foster regional collaboration. 2025 PROGRAMMING The PDA continues to stand up for the common goals and interests of a very diverse membership of Downtown businesses. We continue to have a goal to be visible, accessible, and remind businesses that the PDA is here for them. We want to be a one-stop shop for Downtown businesses for any questions, concerns, struggles they may have and to serve as a megaphone to amplify their successes! We have actively worked to advocate for the Downtown and for our businesses and this is always at the forefront of the PDA’s priorities. In 2025, the PDA has prioritized engagement with downtown businesses through open and transparent communication with one-on-one meetings and online communication emphasizing the benefits the businesses have access through with the organization. We also welcomed feedback regarding their current satisfaction and what PDA can do better in 2026. We are so happy with the success, thus far, of the continually evolving Weekends on Main. There are varying opinions in Downtown and the PDA’s goal is to find a healthy balance that acknowledges the unique desires of our businesses in balance with requests from the community. We are pleased with the success of two Weekends on Main events in 2025. We had phenomenal attendance; we added a new event, Pleasanton Palooza, and focused on marketing the businesses throughout these weekends. Weekends on Main saw an attendance of over 60,000 visitors between the two weekends. The Pleasanton Downtown Association was able to partner with local tourist organizations to promote downtown Pleasanton and bring people from the greater Bay Area. We are excited to be a partner with the City of Pleasanton in promoting Gift Pleasanton. Due to a significant price increase in the PDA’s Gift Card program vendor in 2024, the Board made the Page 155 of 264