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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. BUDGET The 2018 budgeted assessment revenue and City matching funds are projected to be $140,000. This amount is a $4000 increase from 2017. There are no proposed changes to the assessment formula. In late 2009 the City and the PDA entered into a five-year agreement, whereby the City agrees to match the annual assessment revenue generated by the businesses within the District. The annual assessment and City matching funds represent approximately 31% of the total 2018 budget and event revenue comprises 49% of the budgeted revenue (does not include reserves & appropriated funds). The Board believes it is prudent to maintain a minimum reserve of $60,000 for 2018 due to: (1) the economic forecasts for the upcoming year; and (2) a significant portion of the budget is dependent on the success of events which is contingent on weather. The budget includes a full-time Executive Director, a full-time Event & Communications Manager and a part-time Office Manager. Insurance expense includes bonding, general liability, workers compensation, event/liquor liability, Employment Practices and Board of Director's Omissions and Errors coverage. For 2018, the PDA is proposing a total of 30 events and special promotions. The scheduled events include: 14 Concerts in the Park in Lions Wayside Park (June through August); 2 Antique Fairs (May and October); Wine Stroll (May); Installation Mixer (January); Annual Meeting (April); Board Retreat (mid- year); 3 membership mixers (April, June or July and October), 2 Brew Crawls (March and October); Forkful (September); Spoonful (February); Halloween Scavenger Hunt (October); Small Business Saturday & Downtown Open House (November); and Holiday Sweater & Spirit Stroll (November). Notably, the First Wednesday Street Party series will not be held going forward as the event has run its course and is no longer serving well the downtown businesses, PDA or the community. The 2018 planned events will require street closures to occur in the Downtown area on only two days for the Antique Fairs. The Board of Directors and staff of the PDA are excited about our plans for 2018. We are embracing 2018 as a year to expand our marketing outreach, introduce new and improved events, and put a larger emphasis on storytelling as our brand so that we can highlight the uniqueness of our businesses. We look forward to partnering with the City of Pleasanton to keep our Downtown the vibrant heart of our wonderful city. 4