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RESOLUTION NO. 2025-023 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PLEASANTON APPROVING A TRI-VALLEY TOURISM MARKETING DISTRICT (TVTMD) ASSESSMENT RATE INCREASE FROM $3.25 TO $4.00 IN ACCORDANCE WITH THE TRI-VALLEY TOURISM MARKETING DISTRICT PLAN WHEREAS, on December 5, 2005, the City Council of the City of Pleasanton adopted the Management District Plan (Plan) and established the Tri-Valley Tourism Business Improvement District; and WHEREAS, the Property and Business Improvement District Law of 1994, Streets and Highways Code §36600 et seq., authorizes the City to renew business improvement districts upon petition by a weighted majority of the business owners located within the boundaries of the district; and WHEREAS, on April 19, 2022, the City Council modified the MDP and renewed the Tri- Valley Tourism Marketing District (TVTMD) for ten years, set to expire on June 30, 2032; and WHEREAS, the TVTMD includes lodging businesses in the Town of Danville (Town), the cities of Dublin, Livermore, and Pleasanton (Cities) and those portions of the unincorporated areas of Contra Costa and Alameda Counties (Counties), which include the communities of Alamo, Blackhawk, and Sunol, the portion of the counties that lies between the cities of Pleasanton and Livermore, and that portion of Alameda County which lies southeast of Interstate 580; and WHEREAS, the Plan details the operational specifications and annual budget of the district, and further outlines the assessment structure, which is set at the current $3.25 per paid occupied room per night assessment with an option to increase the assessment starting in the third year (2025) but not to exceed $4.00 per paid occupied room per night; and WHEREAS, Visit Tri-Valley (VTV) Board of Directors approved an assessment increase to the maximum $4.00 per paid occupied room per night assessment at its meeting on March 19, 2025, subject to the Pleasanton City Council's approval; and WHEREAS, the Management District Plan summary describes the assessment to be levied on lodging businesses within the TVTMD to pay for sales & marketing and destination development programs, and other improvements and activities set forth in the Plan; and WHEREAS, the assessed lodging businesses within the TVTMD will receive a specific benefit from the activities and improvements set forth in the Plan; and WHEREAS, VTV states the increased assessment will extend its efforts to enhance the region's marketing efforts as a premier destination, while continuing to be self-sustaining; and NOW, THEREFORE, BE IT RESOLVED THAT THE CITY COUNCIL OF THE CITY OF PLEASANTON DOES RESOLVE, DECLARE, DETERMINE, AND ORDER THE FOLLOWING: Section 1. An increase to the annual assessment rate from three dollars and twenty- five cents ($3.25) to four dollars ($4.00) per paid occupied room per night is approved.