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(g) The Association is a qualified organization to establish, promote and conduct the programs of the District and has agreed to do so upon the terms and conditions as hereinafter set forth. (h) The Pleasanton City Council has determined that the public interest, convenience and necessity require the execution of this Agreement to provide for the services of Association as hereinafter set forth. (2) TERM. The effective date of this Agreement shall commence on October 21, 2014 and the Agreement shall continue until December 31, 2019 or until terminated by either party as provided herein. (3) PROMOTION OF THE DISTRICT. A primary role of the Association shall be to market and promote the Downtown so as to enhance the vitality of the District for the benefit of the businesses located within the District and the community. (a) The Association shall identify its top priorities each year and communicate those to the City Council and City staff. (b) The Association shall focus a majority of its resources on efforts that are intended to draw patrons to the Downtown, and define specific goals that support those efforts and that further advance the identified top priorities. (c) The Association shall work to further the goals and initiatives set forth in the City's Downtown Specific Plan. At such time as the Downtown Specific Plan is updated or amended, the Association will participate in the development of amended or new objectives and elements of the Specific Plan. (4) NATIONAL MAIN STREET MODEL. The Association will adopt and implement the National Main Street Model as its governance and operational structure and actively maintain Main Street status as conferred by the National Main Street Program. Consistent with that model, the following focus areas will be incorporated into standing committees: Promotions and Marketing; Design; Organization; and Economic Restructuring. Additional committees may be added as deemed necessary. Committee names may be changed to reflect the emphasis of the committee's efforts. Each committee will adopt work programs with measurable tasks, and at a minimum undertake the following efforts: (a) Promotions and Marketing: Oversee all activities to ensure coordination and the best utilization of promotions and marketing. (b) Design: Advise the City regarding all design and maintenance issues for the Downtown, and provide encouragement for individual property maintenance by 2