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to the Tri- Valley region. Realizing there had been a missed opportunity during the TVTBID's formation to build in an annual increase to anticipate future needs, the CVB Board determined that an increase in the assessment was a logical and viable option. This affirmed the board's desire to renew the TVTBID, and to raise the assessment to $2.00 from $1.00 thus allowing the CVB additional funds to sell and promote the Tri- Valley, while still remaining competitively priced versus comparable destinations. The CVB engaged the same consultant used to establish the TVTBID, although the company's name has been changed to Civitas. A board subcommittee was convened to review CVB trend information, gather information about other California tourism districts, and make recommendations for amendments to the existing TVTBID. From this data collection and pursuant board discussions, came the parameters of the renewed district, including its assessment level and possible increase schedule. It was determined to bring forward a recommendation to renew the TVTBID for five years, with a $2.00 per occupied room night assessment in years one through three, with a possible increase of up to $0.10 per year in years four and five. With guidance from Civitas, the CVB staff then began several months of individual and group outreach to the individual TVTBID lodging businesses to educate them on the renewal process and the proposed assessment increase. This effort culminated in a December 2009 presentation hosted by the CVB President CEO and board subcommittee at which the proposed recommendations and a draft marketing plan were discussed, and feedback from the hotels was solicited to gauge the level of support for a TVTBID renewal. The decision to renew the district rests with the eligible lodging businesses those with 35 or more rooms available for public occupancy located within the city limits of Pleasanton, Livermore, Dublin, San Ramon and Danville. As with the original TVTBID, those with fewer than 35 rooms are not proposed to be included in the district as they will likely not be the primary recipients of the CVB's sales and marketing efforts. The voting strength for each lodging business is determined by the property's number of rooms factored by occupancy rate (FY08 -09 occupancy rate based on actual assessment figures have been used). Renewal of the tourism business improvement district requires a simple majority of 50% $1 of total district voting strength /annual assessments to be approved. To date, 26 (of 37) lodging businesses representing 78.5% percent of the total voting strength are in favor of renewing the TVTBID as recommended and have signed a petition agreeing to such renewal of the assessment district; this meets the minimum required for approval. Specific to Pleasanton, there are 12 TVTBID lodging businesses located in the city, 8 of which have signed the petition. For comparison, when the TVTBID was established 21 of the 36 lodging businesses (representing 64% voting strength) had signed petitions in support of the district, 6 of which were in Pleasanton. Included in the attached documents is a list and map of the lodging establishments that will be within the renewed district and hence be subject to the assessment. Page 3 of 6