PLEASANTON DOWNTOWN ASSOCIATION - DOWNTOWN PLEASANTON BUSINESS IMPROVEMENT DISTRICT

3 3. ASSOCIATION DUTIES. A primary role of the Association shall be to market and promote the Downtown so as to enhance the vitality of the District for the benefit of the businesses located within the District and the community. (a) The Association shall identify its top priorities each year and communicate those to the City Council and City staff. These priorities shall be provided to the City Council annually no later than the end 1st quarter of each year for the duration of the Term. Monthly updates shall be provided to the City’s Economic Development Manager at the Association’s Board meetings. (b) The Association shall focus a majority of its resources on marketing and promotional efforts that are intended to draw patrons to the Downtown and define specific goals that support those efforts and that further advance the identified top priorities. These may include, but are not limited to: i. Themed events targeted to a variety of attendees, such as Makers markets, antique shows, car shows, bicycle showcases, culinary events, family or youth- focused, i.e., egg hunts, scavenger hunts, arts, Pumpkins on Main, and adult- focused, i.e., wine, spirit, or beer strolls; and ii. Seasonal events, such as Concerts in the Park, First Weekends on Main, and Magical Holiday Evening; and iii. Community promotional partnerships such as Small Business Saturday and Taste Tri-Valley Restaurant Week. (c) The Association shall assume primary responsibility for marketing and promotion of the District and shall work with the City Economic Development Manager to prepare and implement an annual marketing plan. (d) The Association shall focus on strategies to stimulate economic vitality, strengthen existing downtown businesses, attract new businesses to the District, and support the diverse mix of businesses in the District to create a balance of commercial offerings. Such strategies include but are not limited to: i. Providing informational business resources to existing businesses to sharpen competitiveness such as marketing or social media guidance; and ii. Monitoring vacant, unused, or underutilized spaces within the District and act as an information resource for prospective businesses to help boost the profitability and vibrancy of the District. (e) The Association shall work to further the goals and initiatives set forth in the City’s Downtown Specific Plan and work collaboratively with the City on the implementation of the Specific Plan to the extent such implementation is fiscally feasible. At such times when the Downtown Specific Plan is updated or amended, the Association shall participate in the development of amended or new objectives and elements of the Downtown Specific Plan Docusign Envelope ID: F8FB1108-2F99-4460-9D5D-2DB9B012961BDocusign Envelope ID: C41547DB-5DA5-405A-B67D-AAB02BFAF329