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• Placed an emphasis on Social Media and Marketing opportunities through Facebook, Twitter, NuAlerts, You Tube, Linked In and Constant Contact. This enabled the PDA to reach thousands of visitors and residents on a daily basis at little or no cost to the organization. • Sent a RFP and selected a vendor to produce our 2011 -2012 Downtown Directory. We have restructured the Directory ad sales so that the Directory will be a break -even project for the PDA as opposed to an expense, which it has been in past year. • Sent a RFP and selected a vendor to produce our 2011 Visitors Guide. • Doing the groundwork for a re- branding campaign that will begin in spring 2011. • Held two all -day Board Planning Retreats to review our PDA Strategic Plan and make necessary changes to ensure the focus of the organization is in lock -step with the needs of our Downtown. • Will launch a free Pleasanton Downtown iPhone application in mid - winter to make visiting Downtown Pleasanton and staying up to date on events, activities and specials as convenient as possible for our guests. • Developing a Firehouse Arts Center cross - promotion plan to be finalized by November 2010. • Established an Events Committee, comprised of PDA Board Members, to work closely with staff to carefully analyze all PDA events. The Events Committee has approved a staff proposal to restructure event vendor payments and other expenses. These changes will save the PDA approximately $5000 in 2011. • The PDA's Executive Director and Board President attended the California Downtown Association annual conference in Sacramento in late September. This was a wonderful opportunity to meet other Downtown professionals, stay up -to -date on best practices of successful Downtowns and hear about important issues facing all Downtowns. • Changed Workers Compensation carrier for an annual savings of $4000. • Expanded the f Wednesday Street Parties to the far North -end of Main Street in August & September. Event enhancements included an additional live band, increased family seating, a mini Good Guys car show and other family- friend activities. • Downtown Vitality Committee and our Downtown Hospitality Task Force continued to work hard to promote a vibrant Downtown and a safe and active nightlife through: o Learned how to create and manage a hospitality zone by working closely with the Responsible Hospitality Institute (RHI) o Held two community round -table meetings to discuss, plan and brainstorm elements of a successful, safe and vibrant nighttime atmosphere in Downtown o Established the Downtown Hospitality Task Force which is comprised of 3 PDA Board Members, the City of Pleasanton Economic Development Director, the PDA Executive Director and one PDA member -at -large to spearhead and lead the Downtown Hospitality Zone creation process and implementation plan • Produced a monthly e- newsletter for members and a monthly Member to Member Promotions e- newsletter. • Researched and approved the purchase of a picnic rest -stop for the 1 Street corridor. • Distributed A Guide to Downtown Outdoor Displays, distributed to members and available at the City for new businesses. • Provided numerous educational opportunities for members, including a Facebook "how -to" training session to encourage our members to take advantage of free social media advertising opportunities. • Coordinated the PDA's Ambassadors Committee to serve as liaisons providing a conduit for information, to and from, the membership. • Created opportunities for business networking with three membership mixers in April, August (partnering with the Chamber of Commerce) and October. 3