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Goal 3: Promote Tourism, Cultural, and Recreational Activities Among Pleasanton's unique strengths as a place to live and conduct business is its combination of cultural, recreational, and tourist /visitor attractions. These include a vibrant wine industry in the Tri-Valley, the Alameda County Fairgrounds, and Downtown. As one example of an approach to build on this strength, the Tri-Valley Business Council and Conservation Partnership have developed the Working Landscape Plan, which identifies opportunities to enhance the agricultural economy of the region and improve the relationships between urban and r ural land uses. This project is moving forward to identify more agri-tourism opportunities and to develop infrastructure (including bed and breakfasts, wine tasting venues and garden/restaurant destinations) as well as strengthen the Tri-Valley's unique regional identity. Policies Policy 3.1: Participate actively in efforts to promote local and Tri-Valley tourism attractions, cultural events, and recreational activities, including wine tourism and year round events at the Alameda County Fairgrounds. Policy 3.2: Support local businesses in efforts to realize greater economic benefits in connection with local and Tri-Valley tourism and attendance at cultural events. Strategies • Explore creation of a Pleasanton marketing campaign focused on visitors from throughout the Bay Area, including local residents. Examples of opportunities for enhanced promotion include events at the Alameda County Fairgrounds, which should be promoted to local residents, the Tri-Valley, and the inner East Bay. • Participate with the Tri-Valley Convention & V isitors Bureau to actively promote wine tourism throughout the Tri-Valley. With a strong cluster of hotels and restaurants in Pleasanton, local businesses are poised to capture benefits from increased tourism throughout the area. Work with the Tri-Valley Convention & Visitors Bureau and Pleasanton hotels, restaurants, and other visitor serving businesses to explore opportunities for cross- promotion among Pleasanton and Tri-Valley businesses. For example, commission local artists to develop a "Visit Downtown Pleasanton" pamphlet showcasing its museums, festivals, restaurants, shops, etc. could be placed at every lodging facility from Livermore through Hayward, and from Walnut Creek through San Ramon. 21