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• Advertising to drive room night sales at assessed businesses, including print, billboard, television and Internet • Digital media campaigns to drive room night sales at assessed businesses • Producing written and online collateral to promote assessed businesses to visitors Sales The sales program will focus on activities that drive weekend traffic, including efforts that draw group business. The sales programs may include: • Sport and similar competition attraction to generate room night sales at assessed businesses • Bridal and wedding event attraction to generate room night sales at assessed businesses • Regional, national, and international tourism development to generate room night sales at assessed businesses • Sales missions and trade shows to attract overnight visitors • Host familiarization tours for potential clients of assessed businesses Administration and Operations The administrative and operations portion of the budget shall be utilized for administrative staffing costs, office costs, rent, and other general administrative costs such as insurance, legal, and accounting fees. City Administration Fees The cities of Danville, Dublin, and Livermore and the counties of Alameda and Contra Costa shall each be paid a fee equal to 1% of the amount of assessment collected within their jurisdiction to cover their costs of collection and administration. The City of Pleasanton shall be paid a fee equal to 1% of the amount of assessment collected in within its jurisdiction, plus 1% of the total assessment collected from all jurisdictions, to cover its costs of collection and administration. Contingency/Renewal A prudent portion of the budget will be set aside in a contingency fund, to be used for unforeseeable costs in carrying out the sales and marketing programs. The reserved amount each year shall be up to five percent (5%) of the annual budget, at the discretion of the VTV Board. If near the expiration of the district there are contingency funds remaining, and business owners wish to renew the district, the remaining contingency funds may be used for renewal costs. Unless they are needed for programs, at the discretion of the VTV Board, contingency funds will be banked until such time as the total fund reaches an amount equal to six months of operating expenses, which amount will be determined by the VTV Board. After that balance has been achieved, contingency funds may be re-allocated to sales and marketing programming. B. Determination of Specfic Benefit State law requires that assessment funds be expended on specific benefits conferred directly to the payors that are not provided to those not charged, and which do not exceed the reasonable cost to the City of conferring the benefits. The services in this Management District Plan are designed to provide targeted benefits directly to assessed lodging businesses. These services are tailored not to serve the general public, but rather to serve the specific lodging businesses within the District, e.g., the proposed activities are specifically targeted to increase room night sales for assessed lodging businesses within the boundaries of the District, and are narrowly tailored. TVTMD funds will be used exclusively to provide the specific benefit of increased room night sales directly to the Management District Plan 9 April 21,2015