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• all other businesses (those located off Main Street) pay an amount equal to one times (1X) their business license The minimum assessment is $50 and the maximum is $350 Non-profit businesses within the District are not assessed The PDA budget includes a full-time Executive Director, and a part-time Office Manager The Events & Communications Manager is a full-time position to facilitate the First Wednesday Street Parties and all other events as well as outreach throughout the year PDA has provided a 2016 annual report and 2017 budget for the City Council's review as Attachment 1 The report illustrates the organization's accomplishments during this year as well as comments on efforts toward the PDA's four key priorities Expand and Improve Parking in Downtown Continue to work closely with the City of Pleasanton to identify opportunities to add to the overall parking stock in Downtown and effectively manage the existing parking Key parking initiatives include employee Parking strategy, development of the St Mary Street lot, 3 hour parking enforcement, Civic Park parking addition and maximizing the transportation corridor lot through paving and possible expansion Recruiting & Retaining Retail in Downtown Continue to work closely with the City of Pleasanton's Economic Development Department, Economic Vitality Committee and other key stakeholders to develop and encourage more 1st floor retail in Downtown, with a primary focus on Main Street Research and evaluate possible options to employ incentive/disincentive strategies to encourage a healthy retail mix Formal Review and Update of the Downtown Specific Plan Work closely with the City of Pleasanton to complete a full review and update of the 2002 Downtown Specific Plan to make this document more relevant and reflective of the current environment of downtown Wayside and Delucchi Park Improvements Continue to work closely with the City of Pleasanton and other key stakeholders to finalize plans, establish a timeline and begin work to improve the appearance, functionality and safety of Wayside and Delucchi Parks to further enhance Downtown, including the creation of a grand lawn area between the Firehouse Arts Center and First Street Looking forward to 2017, events planned by PDA during the year are projected to generate approximately 53% of the total 2017 revenue for the PDA The forty-five scheduled events include four First Wednesday Street Parties (May, June, July, August), thirteen Concerts in the Park in Lions Wayside Park (June through August), two Antique Fairs (May and October), one Wine Stroll (June), one Installation Mixer (January), one Annual Meeting (April), one Board Retreat (mid-year), three membership mixers (April, June or July and October), two Brew Crawls (March and October), eight Sizzling Page 3 of 4