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and implement exciting ways to promote downtown to local residents and regional visitors. The committee's programs for marketing Pleasanton's downtown have included advertisements in local and regional media (newspapers, magazines, visitor guides, radio, television, etc.), PDA brochures and a website that features an online business directory as well as available properties. Within the committee is the Ambassadors subcommittee with 12 volunteers. Our 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 twelve 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, Retail Mix subcommittee, and Downtown Hospitality subcommittee. 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 39 events: Installation Dinner; five First Wednesday Street Party; two Antique Fairs; 14 Concerts in the Park; two Wine Strolls; PDA Annual Meeting; Earlier Than The Bird; 8 Sizzling Saturdays; 1st Annual Brew Crawl; Magical Holiday Evening; and three membership mixers. In addition, the PDA co-sponsors the July 4th activities and the Hometown Holiday Celebration. • Initiated many marketing initiatives to increase promotion and visibility of the Downtown: o Sponsored over$12,000 in advertising for supplemental downtown events and marketing o Sold over$30,000 in Downtown Pleasanton Gift Cards. We also redesigned the card stock to reflect our new brand o Distributed Welcome to the Pleasanton Downtown Association brochure o Distributed 25,000-2011 Events Schedules o Continually updated and promoted our What's Up Downtown monthly calendar of activities and events o Worked closely with The Good Guys, The Scottish Games, Tomato Battle, 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 • Continued to review and revise our PDA Bylaws and Policies which have been approved by the PDA Board of Directors effective September 6, 2011. The revised Bylaws and Policies have also been reviewed and approved by the City of Pleasanton and California Main Street Program. 2