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<br />2024 Annual Report
<br />The report illustrates the organization’s continued commitment to promoting the downtown with
<br />distinct marketing objectives, events, and member engagement. The PDA – which employed
<br />one interim executive director, one full-time events director, and one three-quarter time office
<br />and membership manager in 2024 – focused its time and resources to support the downtown
<br />businesses through communication, marketing, and community engagement.
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<br />The interim executive director and PDA Board members are committed to rebuilding and
<br />strengthening the organization despite economic challenges and prior changes in leadership.
<br />The annual report highlights the PDA’s commitment to prioritizing the common goals and
<br />interests of the downtown businesses and strengthening connections with PDA members, and
<br />to marketing and communication efforts focused on promoting the downtown businesses,
<br />upcoming events, and issues facing the downtown. The PDA’s robust social media efforts are
<br />meeting goals to increase awareness of downtown businesses, events, and vitality with a
<br />significant following on its social media channels. The PDA worked closely with City staff on
<br />the closure of Main Street for First Weekends on Main and other events including Small
<br />Business Saturday, Forkful, wine strolls, and holiday events to activate the downtown. The
<br />PDA also announced a new partnership with the City in promoting Gift Pleasanton, the City’s
<br />e-gift card program, as downtown’s premier gift card to encourage local spending in
<br />Pleasanton.
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<br />Key priorities for the PDA include supporting downtown businesses through communication,
<br />marketing, and engagement, creating a positive downtown experience for all ages in the
<br />community, long-term organizational stability, and working with the City to evaluate the current
<br />business improvement district structure, which has been in place since 1989, and feasibility of
<br />a Property and Business Improvement District (PBID) formation.
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<br />2025 Budget
<br />The 2025 PDA budget considers potential budget reductions which depend on future funding
<br />decisions by the City, including the possibility of no city match of assessments which would
<br />result in a PDA budget reduction of $80,000. This scenario would necessitate the elimination of
<br />one position, a savings of $61,000, plus additional reductions from seminar/conference
<br />attendance, adjusted cleaning services, and promotional items to committee and membership
<br />expenses, totaling $16,850. One positive cost reduction results from the transition of the
<br />downtown gift card to the City’s e-gift card program, equating to $4,500.
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<br />The PDA budget includes events planned during the year, which are projected to generate
<br />approximately 62 percent of the total 2025 revenue, up from 55 percent last year. The
<br />scheduled events and special promotions include a modified Concerts in the Park event series
<br />due to the Lions Wayside Park renovation, St. Patrick’s Day and Halloween Brew Crawls,
<br />Summer Wine Stroll, Forkful, Totally Mimosa, and Holiday Spirit Stroll. Additional family-
<br />focused events include the Bunny Hop Scavenger Hunt and Pumpkins on Main. Programming
<br />for First Weekends on Main will be dependent on the City’s funding of the street closures, but
<br />the PDA recommends three weekend closure events in June, July, and August.
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<br />Remaining income from the BID assessments, farmer’s market, corporate sponsors and
<br />miscellaneous sources generate the remaining 38 percent of the total 2025 revenue. The PDA
<br />expects to spend 99 percent of the budget, leaving about $3,450 as net income.
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