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