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She also briefly discussed some of the organizational changes that have occurred since she joined Visit Tri-Valley 22 months before, noting a significant decrease in the number of upper level staff members. Ms. Steinfeld reviewed relevant statistics, as reported by the Smith Travel and Research Report that is shared with participating hotels on a monthly basis. She explained that hoteliers are predominately concerned with three data points: occupancy, the average daily rate (ADR) and RevPAR, which is the revenue per available room. For the current TBID period ranging from July 2010 to July 2014, Tri-Valley occupancy rates increased from 71.3% to 84.1%. ADR increased from $81.75 to $121.26 and RevPAR from $58.29 to $102.22. She attributed much of this improvement to changes in the general economy though also felt that Visit Tri-Valley played an important role in helping to draw visitors to the area. She noted that while both ADR and RevPAR have experienced significant increases, occupancy is the only influence on the TBID and TMD budget. As such, the TMD does include the option to increase the assessment by a maximum of $1 per occupied room night over the 7 year period, beginning in year 3. Any change would require a unanimous vote by the 7 hoteliers seated on the 13-member Board of Directors of Visit Tri-Valley. Vice-Mayor Brown noted that the 2015 visitors' guide includes ads for San Ramon hotels despite the fact that they have elected to withdraw from the program. Ms. Steinfeld reminded her that San Ramon is still a contributing member of the TBID until its expiration on June 30, 2015. She also explained that monies are collected in arrears on a quarterly basis and then spent the following quarter. To avoid any potential issues, Visit Tri-Valley will continue to promote San Ramon lodging options through the end of the 2015 calendar year. Vice-Mayor Brown reported that she recently visited historic Santa Rosa and was told by several individuals that they had just received their Visit Tri-Valley guides. She asked whether Visit Tri-Valley has any plans to relocate from its current office space in Hacienda Business Park to a more accessible location for visitors. Ms. Steinman confirmed that they have already begun looking for new space to occupy once their current lease expires in 2016. The goal is to have a friendly walk-up type location with brochures and other information on display but not any type of official visitors' center. Councilmember Olson asked who, aside from the hoteliers mentioned, make up the Visit Tri-Valley Board of Directors. Ms. Steinman explained that the Board includes representatives from Good Guys, Alameda County Fairgrounds, Beats Hospitality, Premium Outlets and wine growers. One seat is also filled by the Economic Development Director of one city, which rotates on a yearly basis. Councilmember Olson asked what sort of oversight exists with respect to the collection of fees. Ms. Steinman said she asked the same question when she came on board and was reassured that each city audits their hoteliers individually. Each city receives 1% of their respective fees collected and Pleasanton receives an additional 1% of all fees collected for serving as the district administrator. Mayor Thome clarified for the benefit of the public that the only cost to taxpayers for Visit Tri-Valley services is a $2,500 membership fee that the city pays each year. The $2 occupancy fee does not directly impact taxpayers. He also reminded them that the city collects an 8% Tourism Occupancy Tax (TOT). Ms. Steinman explained that prior to institution of the TBID a portion of the annual TOT revenues was used to support Visit Tri-Valley. Since 2005 however, the organization has become fully self-supported. City Council Minutes Page 4 of 12 February 17, 2015