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<br />Goal 4: Strengthen Pleasanton's Retail and Entertainment Sector <br /> <br />Retail trade is one of Pleasanton's most visible and important economic sectors, both in <br />terms of employment and support of the City's budget. Retail trade in Pleasanton was the <br />largest employment category in the City in 2004, with over 6,900 jobs (12 percent of total <br />jobs in Pleasanton). Municipal revenues from taxable sales also supported almost one- <br />quarter of the City's General Fund in 2003-2004. Moreover, to much of the region, <br />Pleasanton's image is strongly shaped by destination trips to Stoneridge Shopping <br />Center. <br /> <br />Policies <br /> <br />Policy 4.1: Encourage Pleasanton residents and employees to shop locally, while <br />continuing to attract shoppers from outside the City. <br /> <br />Policy 4.2: Work with leaders in the retail and automotive sales sector to identify <br />strategic opportunities to expand regional and local retail offerings. <br /> <br />Policy 4.3: Monitor the vitality of existing shopping centers and proactively work with <br />existing property owners to reposition and improve centers as necessary <br /> <br />Policy 4.4: Increase dining, entertainment and shopping opportunities in the downtown. <br /> <br />Policy 4.5: Solicit bids from Pleasanton firms when the City purchases good and services <br /> <br />Policy 4.6: Monitor new trends in retail "place-making" and merchandising such as town <br />centers, pedestrian friendly retail land uses, and "lifestyle" stores to maintain and <br />strengthen Pleasanton's competitiveness. <br /> <br />Strategies <br /> <br />. Initiate a "Shop Pleasanton" campaign targeting local residents, employees, and <br />students. As an initial step, the City andlor Chamber of Commerce could send Shop <br />Pleasanton packages to local employers. residents, and students, as well as <br />targeting new residents via publicly available information. These packages would <br />include shopping and dining guides, as well as advertisements and coupons from <br />Pleasanton retailers. The campaign could also be promoted through area <br />newspapers, signage, a logo, website, and community newsletter. This program <br />could be jointly financed by the City, the Chamber of Commerce, and local <br />merchants. <br /> <br />Pleasanton Economic Development Strategic Plan <br />DRAFT - January 2006 <br /> <br />23 <br />