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I. OVERVIEW Developed by Visit Tri-Valley (VTV) and lodging business owners,the Tri-Valley Tourism Marketing District(TVTMD)is an assessment district proposed to provide specific benefits to payors,by funding marketing and sales promotion efforts for assessed businesses. This approach has been used successfully in other destination areas throughout the country to provide the benefit of additional room night sales directly to payors. The TVTMD was formed in 2006 as the Tri-Valley TMD for a five (5) year term and renewed in 2010, and again in 2015 for a seven (7) year term. VTV and Tri- Valley area lodging businesses now wish to renew the TVTMD for a ten (10) year term. Pursuant to Streets and Highways Code§36620.5,the City of Pleasanton will continue to act as the lead jurisdiction for renewing the TVTMD.The City of Pleasanton will continue to receive TVTMD annual reports. Locution: The TVTMD includes all lodging businesses with five (5) rooms or more located within the boundaries of the Town of Danville (Town), the cities of Dublin, Livermore,and Pleasanton (Cities) and those portions of the unincorporated areas of Contra Costa and Alameda Counties (Counties), which include the communities of Alamo,Blackhawk,and Sunol,the portion of the counties that lies between the cities of Pleasanton and Livermore, and that portion of Alameda County which lies southeast of Interstate 580,as shown on the map in Section IV. Services: The TVTMD is designed to provide specific benefits directly to payors by increasing awareness and demand for room night sales. Sales & marketing and destination development programs will increase demand for overnight visits and market payors as tourist, meeting and event destinations, thereby increasing demand for room night sales. Budget: The total TVTMD annual assessment budget for the initial year of its ten (10) year operation is anticipated to be approximately$2,166,000. A similar budget is expected to apply to subsequent years,but this budget is expected to fluctuate as room sales do, and if the assessment rate is increased pursuant to this Plan. The budget is based on the most recent revenue reports from 2020. Cost: The annual assessment rate is three dollars and twenty-five cents($3.25) of gross short- term room rental revenue. Based on the benefit received, assessments will not be collected on: stays of more than thirty (30) consecutive days, nor on stays by any Federal or State of California officer or employee when on official business who makes a claim that they are exempt, nor on stays by any officer or employee of a foreign government who is exempt by reason of express provision of federal law or international treaty. The annual assessment rate may be subject to an increase each year starting in the third year, the amount of which shall be determined by the VTV Board,as described in Section V.The total assessment rate may not exceed four dollars ($4.00). Collection: Each City,Town and County shall be responsible for collecting the assessment on a quarterly basis (including any delinquencies, penalties and interest) from each lodging business located in their respective jurisdictions within the boundaries of the TVTMD. Each City,Town and County shall take all reasonable efforts to collect the assessments from each lodging business. On a quarterly basis, each City,Town and County shall TVTMD Management District Plan VISIT 3 October 19,20211110.Nith ta >11/4164d- california