Pleasanton Weekly

News - January 29, 2010

PDA salutes outgoing director Salidivar at annual meeting

Awards given for special efforts to improve downtown business district

by Jeb Bing

Nearly 100 merchants, restaurant owners and other business representatives packed the banquet room of the Farmer Restaurant Thursday for the annual dinner meeting of the Pleasanton Downtown Association, an organization that represents more than 600 businesses in downtown Pleasanton and associate members from other parts of the city.

The dinner also served as a farewell reception for the PDA's executive director Christine Salidivar. Named to the position in April 2004, she has resigned effective Feb. 15 to move to Florida and marry her longtime friend John Roberts. A scientist at the Livermore Lab and, before that, at Los Alamos Laboratory, Roberts, who also was honored at the PDA dinner, is retiring, too, and the couple is moving to Cape Coral, Fla., a popular retirement destination where they have purchased a home.

Also honored at the dinner were downtown accountant Janet Yarbrough, who has been elected president of the PDA for 2010, and Judy Wheeler, owner of Towne Center Books, who was the organization's president in 2009.

Special awards also were given PDA members for their service to the organization and the downtown business community.

The coveted Arch Angel Award went to Doug Linman of SUNTCO for his service on the PDA board from 2008-2009.

"Community involvement is of paramount importance for this Arch Angel and he volunteers for numerous organizations along with the PDA," Salidivar said in presenting the award. "He's often the first person to respond when we send out a call for help, whether it's helping with events such as First Wednesday or Oktoberfest, sharing his musical talents, donating raffle prizes, finding the PDA a sound system, or building a state of the art Kiosk, nothing is too hard or daunting for this individual"

Salidivar also presented "NEAT" awards to businesses and individuals who made significant contributions last year to add to the attractiveness of the downtown area. These went to Little Valley Winery, Meadowlark Dairy and Roy Moret, owner of the Los Pilares building on north Main Street. The city of Pleasanton also received a NEAT award for the decorative lights it added to Civic Park on Main Street.

The PDA was established in 1984 as an assessment district with the goal of developing and promoting a vibrant downtown community. It functions as a non-profit organization with funding provided by member assessments, matching city funds, sponsorships and revenue producing events.

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