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^ Transient Occupancy Tax (TOT) charged by hotels represents 3.8 percent of projected Fiscal Year 2005 General Fund revenues for the City of Pleasanton. Although TOT tax revenue is dwarfed by property and sales tax as a revenue source for the City's General Fund, it is nonetheless an important revenue stream the City can enhance through promotion of tourism and business. ^ With the shift in ownership of one of the Largest hotel customers (PeopleSoft) and decline in the business lodging/meeting segment, it is important to explore economic development strategies that expand other visitor and hotel segments to reinforce this sector of the economy. ^ The Alameda County Fairgrounds provides a unique venue attracting over 3 million visitors to Pleasanton annually, including over 400,000 for the annual Alameda County Fair. Other facilities at the fairgrounds include over 131,000 square feet of exhibit and meeting space, a racetrack, nine-hole golf course and driving range. According to a 2003 KPMG report, the fairgrounds contributed nearly $195.7 million in economic impact to Alameda County, created 1,854 local jobs and generated about $3.2 million in local (primarily City of Pleasanton and Alameda County) tax revenues In 2002. Additionally, the Fairgrounds has a close working relationship with the local hotels including the Crown Plaza and Marriott Courtyards, and the Pleasanton Downtown Association. An assessment of the feasibility of developing a new 100,000 square foot exhibition building within the next two years is underway; this expansion would enable the F airgrounds to enhance existing events and potentially attract larger shows and events. ^ Downtown Pleasanton is a key asset to the City, with its pedestrian-friendly, tree- lined streets, and its rich ambiance of parks, historic buildings, specialty shops, service businesses, fine dining, and coffee shops. Downtown represents a major Pleasanton asset for attracting businesses and visitors. ^ Currently there are over 30 vineyards in operation in the Livermore Valley, providing an anchor to the region's tourism industry. Tri-Valley events such as the Alameda County Fair, Harvest Festival, Livermore Rodeo, and the Farmer's Market attract visitors interested in the Tri-Valley's agricultural heritage and culture. Pleasanton benefits from its proximity to winery operations and has most of the region's lodging and fine dining tourism-supportive infrastructure. The Tri-Valley Business Council's Working Landscape Plan identifies opportunities to enhance agri-tourism and infrastructure including bed and breakfasts, wine tasting venues and garden/restaurant destinations, as well as strengthen the Tri-Valley's unique regional identity.