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approach, the Executive Committee focuses more closely on the operations of the PDA: <br />financial oversight, personnel issues, budget, and insurance. Continuing to rebuild the PDA’s <br />operating bandwidth and financial reserves post-pandemic are on-going priorities for the <br />Executive Committee. <br /> <br />Promotion/Events & Marketing: The PDA’s Marketing Committee currently includes <br />several board members, and is engaged in the execution of PDA marketing/event objectives, <br />plans, and activities to take full advantage of new opportunities post-pandemic. These include <br />continuation of a robust social media plan, refreshment of the PDA website, growing our <br />much-loved events and creating new events to engage our community’s changing <br />demographic and to bring new foot traffic to Downtown. <br /> <br />Downtown Vitality & Design Review Committee: The PDA’s Downtown Vitality and <br />Design Review Committee currently includes numerous board members along with many PDA <br />members and is engaged in ongoing conversations and programming focusing on Downtown’s <br />economic vitality and growth. Responsibilities such as sign and design approval, collaboration <br />with City staff on planning and design issues, and beautification are ongoing. New initiatives <br />include development of a PDA Retail Working Group, working with the Pleasanton chapter of <br />Tri-Valley Restaurant Group, and development of new programs to benefit all PDA members, <br />including our commercial businesses and businesses located on 2nd floor Main and our side <br />streets. This committee also oversees our Downtown Beautification awards and our annual <br />Walk-Along to identify any needed maintenance issues and to work closely with the <br />responsible parties to ensure these issues are addressed in a timely manner. <br /> <br /> <br />2024 Review <br /> <br />The PDA has spent the bulk of 2024 strengthening our programming, building strong <br />relationships with local partners and stakeholders, engaging with our incredible members and <br />property owners, and working to bring back pre-pandemic programs and events. We are, as <br />always, extremely grateful for the support of the City of Pleasanton and the ongoing <br />partnerships that strengthen our Downtown as a whole. <br /> <br />2024 required a large amount of organizational restoration. The impacts of the past few years <br />continue to be felt deep in the PDA and have affected every facet of the organization, from our <br />leadership, our finances, and our programming. We are so pleased with our continued progress <br />to not only recover, but to rebuild in a manner that will better suit our membership and <br />Downtown. While looking to restore past events & programming, we are also challenging <br />ourselves to ask, “what’s next?” and “what’s best?” for Downtown. We want to remain a <br />cutting-edge Downtown focused on innovative marketing, crowd pleasing events and an eye to <br />moving Downtown forward, while always maintaining our historic charm and the warmth that <br />endears Downtown Pleasanton to residents and visitors. <br /> <br /> <br /> <br />Our PDA mission remains at the forefront of our efforts, to promote the economic vitality and <br />hometown character of downtown Pleasanton. <br />Page 18 of 218