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The Pleasanton Downtown Association is in the midst of an ambitious transformation — rethinking its mission, renewing its structure, expanding its scope and aligning investments with community expectations.
Over the past months, the PDA has launched a major repositioning effort, highlighted by the creation of the Pleasanton Downtown Foundation, a nonprofit arm dedicated to long-term revitalization projects such as beautification, historic preservation and community programming. This new structure distinguishes daily operations from strategic, lasting investments that shape the future of downtown.
At the same time, the PDA is finalizing its 2025-27 Strategic Plan, focused on modernizing its organization, expanding stakeholder engagement and diversifying funding sources.
As a Main Street-style organization, the PDA remains rooted in the four-point approach of organization, economic vitality, promotion and design. Funding now comes from member assessments, city support, sponsorships and events — ensuring both stability and flexibility.
On the ground, change is already visible. Beautification efforts, signage and lighting upgrades, and new placemaking features are creating a more inviting atmosphere. Enhanced programming continues to attract visitors and sustain foot traffic — investments not just in aesthetics, but in the very identity and economic health of downtown.
The topic of increased assessments is understandably sensitive, but context matters:
1. No increases since 1996. For nearly three decades, business improvement district assessment levels have remained unchanged, even as costs for labor, materials, events and marketing have risen sharply.
2. More value, not just higher costs. The new structure funds expanded benefits — stronger events, improved marketing, enhanced beautification and proactive business support — allowing PDA to meet modern needs rather than react to challenges.
3. Transparent and data-driven. At a recent City Council meeting, PDA and city staff, including economic development manager Lisa Adamos, shared the calculations and rationale for the proposed increases to ensure fairness and transparency. Similar to the current structure, fees would be assessed in three categories based on location relative to Main Street: Main Street facing, second floor or off-Main.
This effort will only succeed if businesses engage. The PDA’s benefits may seem general — marketing, events, beautification — but each provides tailored tools for every type of downtown business, from retail and restaurants to professional services and fitness studios.
Members are encouraged to reach out, seek assistance and propose ideas. Co-marketing opportunities, facade grants, joint promotions and shared infrastructure become powerful when businesses participate. Assessments without engagement become burdens; assessments with engagement multiply opportunity.
Pleasanton is not alone in rethinking downtown. Neighboring cities are aggressively investing in their commercial cores to attract shoppers, entrepreneurs and experiences. Standing still is no longer an option in a world reshaped by e-commerce, changing consumer habits and regional competition.
By realigning its mission, establishing the foundation, modernizing governance and resetting assessments to reflect real costs and benefits, the PDA is ensuring Pleasanton remains a thriving, competitive downtown destination.
We understand skepticism and the fair questions — “Why now? Why me? What do I gain?” But downtown is a shared asset. Its success benefits every business, property owner and resident. Revitalization requires partnership, not passive expectation.
We invite every downtown merchant, salon, cafe and professional service to collaborate with us. Together, we can shape a vibrant, sustainable and beautiful downtown that reflects Pleasanton’s character and ambition.
Editor’s note: Pleasanton native Gabrielle Welk is in her first year as executive director of the Pleasanton Downtown Association.
There is fine dining available outside of downtown.
There is excellent shopping available outside of downtown.
There are excellent parks available outside downtown.
There is always parking available outside of downtown.
There are wide open spaces with all sorts of wild animals.
Supporters of downtown tend to shoot themselves in the foot.
An example:
Council member Juli Tests complained that the Gulf gas station signage was distracting. That signage is industry standard.
Gulf has a customer loyalty program that rewards its customers with cashback incentives and other amenities.
Those customers on the I-580 and I-680 search for Gulf stations, locating one in Pleasanton, and they stop in to fill up. They than may then find a local restaurant for a meal, maybe do a little shopping.