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well as available properties. Quarterly, the committee selects one downtown property owner or business to receive the NEAT (Neighborhood Environment Attractiveness Team) Award for recognition in The Pleasanton Weekly. Within the committee is the Ambassadors subcommittee with 12 volunteers. Economic Restructuring: The PDA's Downtown Vitality Committee includes five board members and approximately eight volunteers and property owners. The committee works to improve the economic vitality of downtown. The committee continues to assist the existing businesses and property owners in the district through information, networking and programs. Within the committee are the Parking subcommittee, the Division Street Task Force and the South Main Street Entrance Task Force. Design: The Design Beautification Committee includes two board members and approximately six volunteers. This committee is involved in recommending and commenting on planning and design issues to the City. They are also involved in coordinating with the City to implement projects in the Downtown Specific Plan. The Murals subcommittee and the Kiosk Task Force are under the oversight of the Design Committee. SELECTED ACHIEVEMENTS The PDA recorded another successful year, with a number of significant accomplishments: The PDA organized, orchestrated and promoted a total of 34 events: five First Wednesday Street Party; two Antique Faires; 14 Concerts in the Park; two Wine Strolls; Magical Holiday Evening; Annual Dinner; and three membership mixers. Additionally, working with downtown merchants the PDA assisted and promoted the Spring Fling (previously the Spring Sidewalk Sale), the Wednesday Night Live series, and the Save Our School Carnival and Fall Fest (previously the Fall Sidewalk Sale). In addition, the PDA co- sponsors the July 4 activities and the Hometown Holiday Celebration. Spent over $50,000 to increase marketing of the PDA: o Sponsored over $4,000 in advertising for supplemental downtown events o Co- sponsored horse -drawn carriage rides for the holidays o Produced an Ice Skaters Incentives Promotion o Sold over $37,000 in Downtown Pleasanton Gift Cards o Produced 30,000 Downtown Directories distributed to 25,000 homes and subscribers via the Pleasanton Weekly o Produced Welcome to the Pleasanton Downtown Association brochure o Produced 10,000 2009 Events Schedules o Produced a What 's Up Downtown monthly calendar of activities and events o Promoted "Experience Downtown Pleasanton" a $4,500 summer television campaign on Comcast o Promoted an "Escape to Downtown Pleasanton" print and web media campaign o Promoted Downtown Pleasanton "Shop- Dine Discover" in numerous print media ads including newspapers, magazines, maps, annual guides in Pleasanton, Dublin and Livermore, the Bankhead Theater program, etc. o Sponsored a $15,000 holiday advertising campaign o Continued marketing exposure through one -on -one interactions with hotels, wineries, fairgrounds, business parks and numerous companies throughout the Tri- Valley o Purchased "Follow us to Downtown Pleasanton" ad on 30 buses with routes throughout the East Bay including Clayton, Concord, Lafayette, Martinez, Orinda, Pleasanton Hill, San Ramon, Walnut Creek, Danville and Moraga o Upgraded the PDA website. Produced Downtown Happenings, a printed quarterly membership newsletter. 2