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<br />businesses are local, with few chain outlets represented. According to a 2000 Downtown <br />Shopping Survey, Pleasanton residents spend 6 percent of their retail dollars downtown. In <br />the 2003-2004 fiscal year the downtown represented 3.7 percent of citywide sales tax <br />revenues. <br /> <br />According to Mike Madden, current President of the Pleasanton Downtown Association, the <br />City has always been very responsive to downtown business needs. The City Council and <br />staff have supported downtown through re-zonings, public facilities (bathrooms) and other <br />measures. However, in recent years, City has also been concerned about neighborhood <br />complaints regarding noise, and other encroachments of downtown activity on residential <br />areas. <br /> <br />Agriculture/ Wine Industry <br /> <br />For much of its history, Pleasanton has been an agricultural community. Vineyards and <br />ranches continue within and around the city today. The Livermore Valley has been a <br />winegrowing region since the 1880s with a Livermore Valley Wine Appellation status granted <br />in 1983. Acreage planted to vineyards continues to expand in the Livermore Valley despite <br />pressure to develop the property for residential use. Currently there are over 20 vineyards in <br />operation in the Livermore Valley, with approximately 4,000 acres planted to wine grapes. <br />The agricultural heritage of Pleasanton and Livermore provide an anchor of the tourism <br />industry in the region. Tr~Valley events such as the Alameda County Fair, Harvest Festival, <br />Livermore Rodeo, and the Farmer's Market attract visitors interested in the Tri-Valley's <br />agricultural heritage and culture. <br /> <br />The Tri-Valley Business Council and Conservation Partnership have developed the Working <br />Landscape Plan in order to identify opportunities to enhance the agricuitural economy of the <br />region and improve the relationships between urban and rural land uses. This project is <br />moving forward to identify opportunities to develop more agri-tourism opportunities and <br />infrastructure (including bed and breakfasts, wine tasting venues and garden/restaurant <br />destinations) as well as strengthen the Tri-Valley's unique regional identity. <br /> <br />Pleasanton Economic Development Background Report <br />RNAL - January 2006 <br /> <br />42 <br />