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is the Ambassadors subcommittee with 12 volunteers. Our newly created Events Committee is comprised of only PDA Board members and its focus is on the many events the PDA coordinates annually. The events are designed to increase awareness of the downtown district and enhance the long -term economic viability of the downtown as a commercial area. 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. 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. 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), and Fall Fest (previously the Fall Sidewalk Sale). In addition, the PDA co- sponsors the July 4th activities and the Hometown Holiday Celebration. • Hired a new Executive Director, Laura Olson, who began on May 10. • Initiated many marketing initiatives to increase promotion and visibility of the Downtown: o Sponsored over $4,000 in advertising for supplemental downtown events o Sold over $25,000 in Downtown Pleasanton Gift Cards (as of October 2010) o Distributed over 15,000 Downtown Directories o Distributed Welcome to the Pleasanton Downtown Association brochure o Distributed 10,000 - 2010 Events Schedules o Continually updated and promoted our What's Up Downtown monthly calendar of activities and events o Worked closely with the City of Pleasanton to promote the "Shop Around Pleasanton" campaign. o Worked closely with The Good Guys, The Scottish Games, The Kumu Hula Festival and other Fairground events to encourage visitors into Downtown during these events. o Continued marketing exposure through one -on -one interactions with hotels, wineries, fairgrounds, business parks and numerous companies throughout the Tri- Valley o Upgraded the PDA website. • Performed a complete review of PDA Bylaws and Policies which have been approved by the PDA Board of Directors effective October 12, 2010. The revised Bylaws and Policies have also been reviewed and approved by the City of Pleasanton and California Main Street Program. 2