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ATTACHMENT 1 Three longstanding PDA programs were spared in 2021 and proved crucial in promoting member businesses and reminding members and others how PDA can serve and unite stakeholders Downtown. First, PDA's extensive social media campaign proceeded almost uninterrupted thanks to cooperation between our board, staff, and heroic volunteer support from a former executive director who pitched in when needed. Second, the PDA Gift Card has continued to be in demand, with more than $20,000 in transactions again in 2021. And third, with surprisingly strong sponsorship support, PDA was able to resume Concert in the Park for a shortened fall season. It is possible this will become a new tradition, with summer Music on Main events to coincide with street closure. Specifically for retailers, PDA is renewing the Shop Small — Support Local Campaign for 2021. We have also launched a Retail Working Group to uncover 21St century approaches for promoting retail Downtown. Finally, PDA is in negotiation with a prospective partner to bring a revolutionary new membership benefit to every business in the BID. Our discussions are not yet complete but should produce results prior to year-end. Despite the many challenges 2021 has presented we continue to expand our marketing outreach, engage with the community, and create a positive downtown experience. 2022 BUDGET The 2022 budgeted assessment revenue and City matching funds are projected to be $146,000. There are no proposed changes to the assessment formula. In November 2019, 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 downtown district. The PDA holds the operating contract with Pacific Coast Farmers Market Association. We anticipate a small increase in revenue from the Farmer's Market for 2021. As to event revenues, the board has set reduced revenue targets and reduced the number of alcohol -driven "crawl" type events. This is both to diversify our revenue base going forward and to respond to member feedback. We have added a street festival for 2021, which is in the planning stages. Miscellaneous income was increased in anticipation of two new programs still in development. The 2022 budget includes full-time Executive Director, full-time Events & Marketing Manager, and part- time Office Manager. The latter two functions may be combined in one individual depending on qualifications. Insurance expense is reduced due to fewer planned events. Membership expense is increased to provide for greater interaction and relationship development. In October 2020, City Council approved the PDA rent to the City of Pleasanton deferral through December 2021. PDA has requested extension of that deferral.