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properties. Our Events Committee is comprised of only PDA Board members and its focus is on the many events the PDA coordinates annually. The events are designed to increase awareness of the downtown district and enhance the long-term economic viability of the downtown as a commercial area. Economic Restructuring and Design: The PDA's Downtown Vitality and Design Review Committee includes five board members and approximately fifteen volunteers and property owners. The committee works to improve the economic vitality of downtown. The committee continues to assist the existing businesses and property owners in the district through information, networking and programs. Within the committee are the Parking subcommittee, Retail Mix subcommittee, and Downtown Hospitality subcommittee. This committee is involved in recommending and commenting on planning and design issues to the City. It is also involved in coordinating with the City to implement projects in the Downtown Specific Plan. Quarterly, the committee selects one downtown property owner or business to receive the NEAT (Neighborhood Environment Attractiveness Team) Award for recognition in The Pleasanton Weekly. The Murals subcommittee and the Kiosk Task Force are under the oversight of this committee. SELECTED ACHIEVEMENTS The PDA recorded another successful year, with a number of significant accomplishments: • The PDA organized, orchestrated and promoted a total of 46 events: Installation Mixer; 4 First Wednesday Street Parties; 2 Antique Fairs; 14 Concerts in the Park; Wine Stroll; PDA Annual Meeting; 9 Sizzling Saturdays; 5 Sunday Fundays; Forkful; 2 Brew Crawls; Halloween Scavenger Hunt; Holiday Spirit & Sweater Stroll; Small Business Saturday & Downtown Open House; and 2 membership mixers. In addition, the PDA co-sponsors the July 4th activities and the Hometown Holiday Celebration. • Conducted numerous marketing initiatives to increase promotion and visibility of the Downtown: o Sponsored over $35,000 in advertising for supplemental downtown events and marketing o Sold over $42,000 in Downtown Pleasanton Gift Cards o Distributed over 30,000 of our downtown brochure series which includes a Dining Guide, Shopping Guide, Arts & Entertainment brochure and Salons & Spas brochure o Distributed 50,000 2017 Events Schedules o Continually updated and promoted our Downtown Matters monthly calendar of activities and events o Worked closely with the Good Guys and the Caledonian Club (for the Scottish Games), and with other Fairground events to encourage visitors to Downtown o Continued marketing exposure through one-on-one interactions with hotels, wineries, fairgrounds, business parks and numerous companies throughout the Tri -Valley o Grew our overall social media presence to over 45,000 during the calendar year; PDA is in the top -tier of all downtown associations for social media impact and engagement. • Held an all -day Board Planning Retreat to review the PDA Strategic Plan and 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 is very focused on the success of the Firehouse and wants to help promote and support the theater in every way possible. We see it as a cornerstone of downtown and were happy to be a part of the planning for the first annual IGNITE! event. • Introduced Forkful: Downtown's Most Delicious New Event as a way to highlight our growing and diverse restaurant scene; sold 450 tickets and had 18 restaurants participate. We are excited to grow this event in the years to come. 2