Visit Tri-Valley (VTV) is a destination marketing organization for the Tri-Valley area and encompasses the Town of Danville and the cities of Dublin, Livermore, Pleasanton, San Ramon, and the surrounding region. Visit Tri-Valley is funded through a tourism business improvement district known as the Tri-Valley Tourism Business Improvement District (TVTBID). The TVTBID was formed in 2005 and was renewed in 2010 for a five-year term. In mid-2014, the Visit Tri-Valley board began discussing renewal of the existing TVTBID which will end on June 30, 2015. A subcommittee of VTV staff and hoteliers representing each Tri-Valley city was convened to review Visit Tri-Valley trend information, gather information about other California tourism districts, and make recommendations for amendments to the existing TVTBID.
These recommendations included:
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Renewing the assessment district as the Tri-Valley Tourism Marketing District (TVTMD) for seven years with an annual assessment rate of $2.00 per occupied room night in years one and two with a possible increase in years three through seven (but not to exceed $3.00 per occupied room night). This renewal includes all 36 lodging businesses within the identified geographic areas. Currently, there are no lodging businesses within the unincorporated Contra Costa area (see Appendix 2, page 24 and 25, attached "Management District Plan"). The estimated TVTMD annual budget is $1.82 million;
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Adding areas of unincorporated Contra Costa and Alameda Counties which would allow TVTMD to more actively promote lodging and tourism amenities and activities in these areas. The unincoporated areas include the communities of Alamo, Blackhawk and Sunol. (see Boundary Map, page 7, of attached "Management District Plan"). It should be noted that the City of San Ramon is opting out of the TVTMD and will not be renewing. According to San Ramon, they are considering alternative methods.
?????The Tri-Valley Tourism Marketing District is a benefit assessment district pursuant to the Property and Business Improvement District Law of 1994 (’94 Law). Renewal of the TVTMD requires the consent of each of the four Tri-Valley cities and two counties, through the adoption of resolutions by each. As Pleasanton will continue to serve as the lead agency, to begin the renewal process the Pleasanton City Council will initially adopt: a Resolution of Intention to Renew the Tri-Valley Tourism Marketing District; a Resolution Requesting Consent of the Cities of Livermore and Dublin, the Town of Danville, and the Counties of Alameda and Contra Costa to renew the Tri-Valley Tourism Marketing District, and; a Notice of Public Meeting and Hearing Concerning the Renewal of the Tri-Valley Tourism Marketing District. Pleasanton has served as the lead agency in forming the assessment district and administering assessments, and has requested consent to continue to act as the lead jurisdiction in renewing the TVTMD (see attached February 17, 2015 City of Pleasanton City Council Agenda Report #8 and attached copy of City of Pleasanton Resolution #15-733).
Adopting Resolution No. 2015/107 will grant the City of Pleasanton authority to include an unincorporated portion of Contra Costa County in the renewed TVTMD. To renew the TVTMD, the City of Pleasanton will follow the renewal proceedings specified in the '94 Act, including accepting petitions, adopting a resolution declaring their intention to renew the district, holding a public meeting and public hearing to allow for comments, and adopting a resolution renewing the district. In discussion with economic development organizations and interested businesses, staff has received several comments in support of TVTMD. Examples of support include:
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Kristin B. Connelly, President & CEO, East Bay Leadership Council;
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Darien Louie, Executive Director, East Bay Economic Development Alliance, and;
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Timothy P. McGrane, Executive Director, Blackhawk Automotive Museum. (see attached Blackhawk Automotive Museum support correspondence).
The renewal is proposed to begin on July 1, 2015, and last for seven years through June 30, 2022. Contra Costa businesses and tourist attractions will benefit from TVTMD marketing and promotional efforts even though there will be no fiscal impact to Contra Costa County since there are no lodging business owners within the outlined unincorporated area.
Should the Board elect not to adopt the resolution, less active promotional and marketing efforts would occur for the unincorporated Tri-Valley Contra Costa area.