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6 THE CITY OF mriM Hi CITY COUNCIL AGENDA REPORT pL£ASANTON March 15, 2022 Economic Development TITLE: HEAR ANY PROTEST CONCERNING THE RENEWAL OF THE TRI-VALLEY TOURISM MARKETING DISTRICT AND LEVY OF AN ASSESSMENT ON LODGING BUSINESSES WITHIN THE DISTRICT SUMMARY Since 2006, Visit Tri-Valley (VTV) has been managing the Tri-Valley Tourism Marketing District (TVTMD) and implemented numerous marketing and promotional campaigns and tourism initiatives for the Tri-Valley. To continue to build on this success, the Visit Tri- Valley board has determined that renewing the tourism marketing district at the current $3.25 per room night assessment with an option to increase the assessment starting in the third year (2025) but not to exceed $4.00 per room night is optimal, as well as comparable with progressive tourism business improvement districts throughout the region and state. This will allow Visit Tri-Valley to extend its efforts while continuing to be self-sustaining. To begin the process of renewing the Tri-Valley Tourism Marketing District, on January 18, 2022, the City Council adopted both a Resolution of Intention to renew the business improvement district and a Resolution Requesting Consent from the Cities of Dublin and Livermore, Town of Danville, and Contra Costa County. The City Councils of Dublin and Livermore, Town Council of Danville, and the Board of Supervisors of Contra Contra County have each adopted a Resolution Granting Consent to the City of Pleasanton to renew the district. The Alameda County Board of Supervisors consented to future renewals by adopting Resolution No. 2015-64 on March 3, 2015, as part of the previous renewal process. As the next procedural step, the City of Pleasanton will hold a public meeting on March 15, 2022, to hear any protest to the renewal of the Tri-Valley Tourism Marketing District. FINANCIAL STATEMENT There is no significant fiscal impact to the City. The City's Visit Tri-Valley membership dues will continue at the city membership rate of$2,500 annually. Staff costs generated by the administration of the assessment district and/or the collection of funds will continue to be offset by the administrative fees received as described in the Management District Plan.