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Priority: Reduce housing discrimination. <br /> Priority Analysis and Obstacles to Meeting Underserved Needs <br /> The Alameda County HOME Consortium Housing Market Analysis shows that Alameda County is <br /> racially and ethnically diverse. In 2000, over half of the population was people of color. By the <br /> 2010 Census, it is expected that people of color will be in the majority in many communities. <br /> Pleasanton is comparatively less diverse, with about 20% of the population comprised of persons of <br /> color based on 2000 Census data (see Table 5 below). However, the City's population increased in <br /> diversity from 1990, when persons of color comprised only about 10% of the population. This trend <br /> is projected to continue in the future as data from the 2010 Census become available. Census data do <br /> not show any geographic concentrations of people of color in Pleasanton at this time. <br /> Table 5 Pleasanton Population by Race/Ethnicity, 2000 <br /> Race Ethnicity Persons Percent <br /> Total population 63,654 100% <br /> One race: 61,313 96.3% <br /> White 51,203 80.4% <br /> Black or African American 876 1.4% <br /> American Indian and Alaska Native 210 0.3% <br /> Asian 7,444 11.7% <br /> Native Hawaiian and Other Pacific Islander 85 0.1% <br /> Some other race 1,495 2.3% <br /> Two or more races: 2,341 3.7% <br /> Hispanic or Latino (of any race) 5,011 7. 9% <br /> Eden Council for Hope and Opportunity (ECHO Housing), a local fair housing advocacy <br /> organization, reports in recent years it has received increased numbers of fair housing complaints <br /> which charge discrimination based on race, ethnicity, family composition and size. A review of the <br /> complaints received by ECHO and audits by the agency indicates that these issues have been <br /> consistently identified as the basis for complaints. <br /> Fair housing services are provided to reduce housing discrimination. In Pleasanton, these services <br /> are currently provided through a contract with ECHO. Services include housing counseling to <br /> tenants and landlords on their rights and responsibilities, investigating complaints of housing <br /> discrimination, dispute mediation and resolution, and education and training for realtors and property <br /> owners on fair housing laws. Tenant landlord counseling also includes information and referral, <br /> mediation/attempted reconciliation, and referral to attorneys or small claims court. <br /> Strategic Plan FY2010 FY2014 <br /> City of Pleasanton <br /> Page 16 <br />