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• PDA Executive Director, Laura Olson, was elected to a 3-year term on the California Main Street Alliance's Board of Directors and was also appointed to the position of Secretary on the Board's Executive Committee. • Continued to place an emphasis on Social Media and Marketing opportunities through Facebook, Twitter, 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. • Printed and distributed our exciting new Brochure Series highlighting all downtown businesses. We printed an initial run of 20,000 of each brochure and will update and reprint as needed. We have a Dining Brochure, Shopping Brochure, Spa & Salon Brochure, Arts & Entertainment Brochure and Services Brochure. Brochures are available throughout downtown and at many Tri- Valley hotels, Alameda County Fairgrounds and numerous Livermore Valley wineries. • Held an all-day Board Planning Retreats to review our PDA Strategic Plan arid make necessary changes to ensure the focus of the organization is in lock-step with the needs of our Downtown. • Continued to work with the Firehouse Arts Center on cross-promotion opportunities. • The PDA's Executive Director and Events & Communications Manager attended the California Downtown Association's Annual Conference in Sacramento. • Expanded the lst Wednesday Street Parties to the far North-end of Main Street for all 5 events. Event enhancements included a monthly Farmers Market called "Market on Main", "ArtBlock" which featured over 30 artists each month and a kids activity on Angela Street and the "1st Wednesday Movie Series" which showed a free, family friendly movie in Delucchi Park in June, July &August. • Downtown Vitality Committee and our Downtown Hospitality Task Force continued to work hard to promote a vibrant Downtown and a safe and active nightlife. The result of this work was the formation of the Downtown Hospitality Guidelines Task Force and the proposed Draft Downtown Hospitality Guidelines which we are excited to see adopted this year by City Council. • Sent our monthly e-newsletter for members and a monthly Member to Member Promotions e- newsletter. • Distributed A Guide to Downtown Outdoor Displays, distributed to members and available at the City for new businesses. • 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,June (partnering with the Chamber of Commerce) and October. • Held the PDA Installation Mixer on February 21 at the Redcoats; highlights included installation of the 2012 Board of Directors, recognition of the departing directors and recognition of the 2011 quarterly NEAT award recipients. • Held the PDA's Annual Meeting (free for all members to attend) on Thursday, April 26th where the PDA Board provided a full review of 2011 for all PDA members in attendance. • Continued a proactive approach toward downtown vacancies by maintaining an inventory of potential tenants, assisting property owners in listing available properties and working with the city's Economic Development Director. Met with property owners, tenants, potential tenants and commercial agents. • The Parking Subcommittee, charged with finding ways to improve parking, continued to work with property owners on different parking strategies. Our Parking Committee also purchased and installed a picnic rest-stop for the 1st Street corridor. • Sent over 45 press releases that were picked up by numerous media outlets throughout the Bay Area. We experienced very high media pick up which included numerous articles and live on- camera interviews by ABC 7, Fox News, CBS 5 and TV30. 3