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Ms. Ott noted that it is broadly suggested amongst the EVC to develop a retail business strategy and that the EVC is making its way there. Mr. MacDonald said that the main goal is the Specific Plan, which is good but needs issue specific updating. Councilmember Sullivan asked for clarification on the Division Street pedestrian path proposed by Mr. MacDonald earlier. Mr. McDonald explained that it is a three phase process with phase one answering the need for a safe pedestrian pathway while retaining parking. Phase two would incorporate more of an attraction to the area while phase three would be a parking garage. Councilmember Sullivan related a PDA economic development meeting where they discussed the merits of a pedestrian-only mall. Mr. MacDonald stated that the PDA is on record against the idea of a pedestrian-only mall. He said that they do not want that area closed off to vehicle traffic, effectively isolating the Firehouse Arts Center. He stressed that the City should instead enhance pedestrian access without sacrificing parking. Michael O'Callahan, PDA, stated that the number one priority action item for the PDA this year is to develop and institute aright-to-do-business ordinance. He shared his frustration with the planning and permits process, as well as the communication breakdown with staff noting that he had not been made aware of the availability of the small business assistance programs. He noted that there are over 50,000 square feet of vacant retail space on Main Street and urged the Council to come up with some broad, big-picture plans. Councilmember Sullivan asked what the PDA's ideas are for the southern end of Main Street. Mr. O'Callahan said that they are working on actual architectural ideas to redevelop that area. Councilmember Sullivan asked if the PDA could work with the City at the priority setting session next month and Mr. O'Callahan explained that their ideas are still at subcommittee levels. Councilmember Sullivan asked and confirmed that there is a PDA representative on the EVC. Councilmember McGovern asked if there are any plans for the currently vacant Union Jack Pub site. Mr. O'Callahan explained that it took nearly one year to pull permits for the site and that he expects to see progress within the next six months or the property owner will lose his entitlements. Melanie Sadeck, owner of Murphy's Paw and Chair of the Downtown Merchant Group, supported the comments made by Mr. MacDonald and Mr. O'Callahan. She stressed that this should be a group effort with all committees working together to ease the hardships that are resulting in the closure of three to four downtown stores within the first quarter of this year. She shared the business owner's concern over the lack of Pleasanton residents shopping locally and thanked the City for their marketing efforts. Ms. Sadeck expressed support for the proposals shared by Ms. Ott but asked the Council to additionally consider waiving, reducing, or implementing a grant program to ease parking fees associated with new downtown construction. She suggested that keeping the finishing costs of these buildings down translates into a lower up-front lease cost. She also asked the Council to consider afast-track approval process, specifically ninety days on new or major construction in the downtown area. Ms. Sadeck agreed with the pedestrian flow needs assessment and that big parking lots on Main Street discourage pedestrian flow, as do banks and mortgage companies. She expressed support for both first-floor retail only and right-to-do-business ordinance, adding that only City Council Minutes Page 8 of 11 January 20, 2009