03 - Laserfiche WebLink

BACKGROUND At its December 7, 1999 meeting, the City Council approved a five -year agreement between the City and the Pleasanton Downtown Association to administer the Downtown Pleasanton Business Improvement District, and to promote the District and the businesses therein. At the expiration of that agreement, the City Council subsequently approved a renewal of the agreement on December 7, 2004. For the past ten years, and through the terms of that agreement, the Pleasanton Downtown Association has operated under the California and National Main Street model. The Main Street approach builds on a downtown's inherent assets by preserving the rich architecture and traditional values, while underscoring the district's strength as an economic center by supporting local business initiatives. This program includes having a specific organizational structure to ensure that all aspects of managing the downtown district are addressed. As such, the PDA has maintained a full -time Executive Director, a Board of Directors elected by the downtown businesses as members of the organization, and four active committees, including: Organization Committee (serving as the Executive Board), Design Committee, Economic Restructuring Committee (renamed to Downtown Vitality Committee to more accurately reflect its work) and Promotions and Marketing Committee. PDA's committees continue to be active in discussing current issues that affect the downtown and developing activities and programs to assist the downtown business community. DISCUSSION To continue to participate as a full partner with the PDA, the proposed contract maintains the City's match to the annual assessment revenue generated by the businesses within the downtown. As before, the City will contribute to the PDA the same amount of money that businesses are willing to tax themselves for the services of the Association. We continue to believe that a strong downtown association results in a more culturally and economically vibrant downtown. Additionally, the agreement requires the PDA to submit monthly financial reports and an annual budget to the City Council for review and consideration, as well as have an annual audit or review by an independent certified public accountancy firm. [The PDA's 2010 budget will first be presented to the City Council at its November 17, 2009 meeting.] The current level of funding to the PDA is budgeted at approximately $63,000 per calendar year. To clearly identify the role of the Pleasanton Downtown Association, the agreement provided as Attachment A articulates that the Association will market and promote the downtown to enhance the vitality of the district for the benefit of the businesses located within the district and the community. Within this context, the agreement acknowledges the annual goals and priorities developed by the PDA Board of Directors and directs those be shared with the City Council and City staff for discussion and identification of opportunities for joint implementation. This will channel the City's and PDA's work toward those initiatives deemed most beneficial and timely for the downtown district. Attachment B notes the PDA's most current goals and priority objectives as developed by the PDA Board of Directors and committee chairs at an April 2009 strategic planning Page 2 of 3