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8 <br /> THE CITY OF <br /> CITY COUNCIL AGENDA REPORT <br /> PLEASANTON <br /> April 19, 2022 <br /> Economic Development <br /> TITLE: RENEW THE TRI-VALLEY TOURISM MARKETING DISTRICT AND LEVY AN <br /> ASSESSMENT ON LODGING BUSINESSES; INTRODUCE AN ORDINANCE <br /> AMENDING CHAPTER 5.36 OF THE PLEASANTON MUNICIPAL CODE; ADOPT A <br /> RESOLUTION DECLARING RESULTS OF MAJORITY PROTEST PROCEEDINGS <br /> AND RENEWING THE TRI-VALLEY TOURISM MANAGEMENT DISTRICT PLAN; <br /> AND APPROVE AN AGREEMENT WITH VISIT TRI-VALLEY TO ADMINISTER THE <br /> DISTRICT <br /> SUMMARY <br /> Visit Tri-Valley has determined that renewing the Tri-Valley Tourism Marketing District <br /> (TVTMD) at the current $3.25 per paid occupied room per night assessment with an <br /> option to increase the assessment starting in the third year (2025) but not to exceed <br /> $4.00 per paid occupied room per night is optimal and will allow Visit Tri-Valley to extend <br /> its efforts while continuing to be self-sustaining. <br /> The City Councils of Dublin and Livermore, the Town Council of Danville, and the Board <br /> of Supervisors of Contra Contra County have each adopted a Resolution Granting <br /> Consent to the City of Pleasanton to renew the district. The Pleasanton City Council <br /> held a public meeting on March 15, 2022, to hear any protest to the renewal of the Tri- <br /> Valley Tourism Marketing District. At this final public hearing, the City Council will hear <br /> protests and adopt a resolution declaring results of the majority protest proceedings and <br /> renewing the Management District Plan, consider introduction of an ordinance <br /> amending Chapter 5.36 of the Pleasanton Municipal Code, and approve of an <br /> agreement between Visit Tri-Valley and the City of Pleasanton to administer the <br /> TVTMD. <br /> RECOMMENDATION <br /> Renew the Tri-Valley Tourism Marketing District and levy an assessment on lodging <br /> businesses within the district, adopt the resolution declaring results of majority protest <br /> proceedings and renewing the Management District Plan, introduce an ordinance <br /> amending Chapter 5.36 of the Pleasanton Municipal Code, and approve an agreement <br /> with Visit Tri-Valley to administer the district. <br /> FINANCIAL STATEMENT <br /> There is no significant fiscal impact to the City. The City's Visit Tri-Valley membership <br /> dues will continue at the city membership rate of $2,500 annually. Staff costs generated <br /> by the administration of the assessment district and/or the collection of funds will <br /> continue to be offset by the administrative fees received as described in the <br /> Management District Plan. <br />