PDA director resigns post to marry, move to Florida

With nearly 6 years of service, Christine Salidivar is downtown business group's longest-serving chief

Christine Salidivar, executive director of the Pleasanton Downtown Association since April 2004, has resigned her position effective Feb. 15 to move to Florida and marry her longtime friend John Roberts.

Salidivar, the longest serving director of the downtown business group, told the PDA's executive board about her plans. The board will meet tomorrow to decide on how it will replace her.

Roberts, a scientist at the Livermore Lab and, before that, at Los Alamos Laboratory, is retiring. The couple decided over the holidays to marry this spring and to relocate to a home they have purchased in Cape Coral, Fla., a popular retirement destination that boasts having the most inland canals anywhere with docks located at homeowners' backyards.

"I know that it's a bit cold down there right now, but that's unusual," Salidivar said. "It's a beautiful area with usually very good weather, and it's close to my mother who lives in Missouri and even to my sister, who lives in Switzerland. We'll be traveling quite a bit."

Salidivar, 46, has more than 16 years of business organizational management experience. A Navy veteran who served in director positions at Chambers of Commerce in Lakeport, Oroville and Union City before establishing a consulting business in Fresno, Salidivar headed numerous marketing and planning efforts and events, bringing that experience to Pleasanton.

Since taking the downtown business organization position here, she has added new members, including many from outside the downtown district "that have found that it's to their advantage to be part of our organization and the many special events that we have to help small businesses."

The PDA, which h is a quasi-public organization, receives subsidies from the city of Pleasanton and membership fees from businesses in the downtown area that are required to be part of the organization. Its budget is just under $500,000 for fiscal 2010.

During her tenure, Salidivar also increased business participation and public attendance at PDA events, including First Wednesday street parties in the summer months and Concerts in the Park, where concert-goers now fill both Lions Wayside Park and nearby Delucchi Park for the weekly summertime Friday night concerts.

Salidivar said the PDA will be actively involved in developing businesses and pedestrian attractions for the thousands expected to visit plays, galleries and classes at the new Firehouse Arts Center, which will open later this year. She looks for Railroad Avenue, where the new center is located, to become be filled with coffeehouses, restaurants and boutiques, enhancing the historic downtown on nearby Main Street and side streets.

"Downtown Pleasanton is truly amazing," she said. "We have people from other Main Street organizations throughout the country who ask how they can emulate what Pleasanton has done in their own downtowns. "We have a truly authentic and historic downtown that makes people feel very welcome here."

Salidivar is expected to say her formal farewell at the PDA's annual membership and dinner meeting Jan. 21 at The Farmer Restaurant in downtown Pleasanton.

As for Florida, she said she probably will get involved public activities in both Cape Coral and nearby Naples, which, like Pleasanton, is known for its arts community and concerts in the park.

"Actually, I lived in Florida for a brief time years ago when I was in Naval boot camp," Salidivar said. "But I won't hold that against the state."

We can't do it without you.
Support local journalism.


Like this comment
Posted by W Ron Sutton
a resident of Another Pleasanton neighborhood
on Jan 12, 2010 at 8:38 am

Christine has been a friend of
Celebrating Freedom and Its Evolution Since the Revolution
(Pleasanton's own, old-fashioned July 4th in the park) and
Green Dog Rangers,
Leaving Our Surroundings Cleaner than we Found Them
after each Friday Night Concert in the Park.
I will miss you and your friendship.
Stay Active and Be Well,

Like this comment
Posted by Patriot
a resident of Carriage Gardens
on Jan 12, 2010 at 8:46 am

Wow--Christine what a nice surprise--I wish the best for you and John as you head toward Florida. It has been a pleasure to know you and to have worked with you on some of the First Wednesdays. You will be missed for sure. I am also proud of your 4 year service in the United States Navy. Again my best wishes as you both enter an exciting new phase of your life.

Like this comment
Posted by Kevin Martin
a resident of Downtown
on Jan 12, 2010 at 9:18 am


The PDA won't be the same without you. Best of luck to you and John on your new adventure!

Kevin Martin
Patton Martin & Sullivan, LLP

Like this comment
Posted by Tom Guarino
a resident of Downtown
on Jan 12, 2010 at 9:30 am

I have known Christine throughout her professional career and she has succeeded everywhere thanks to her innovativeness, energy, dedication and savvy brilliance. Congratulations Christine on your achievements and good luck in your personal journey as well. You will be missed!

Tom Guarino
Pacific Gas and Electric Co. Public Affairs Manager

Like this comment
Posted by T.R. Ollman
a resident of Another Pleasanton neighborhood
on Jan 12, 2010 at 12:11 pm

While that's great for Christine, who is going to direct our public displays of affection from now on?

Like this comment
Posted by Gary Schwaegerle
a resident of Downtown
on Jan 12, 2010 at 12:12 pm

Gary Schwaegerle is a registered user.

Congratulations Christine You Deserve it! Wow, You will be sorely missed and have done an Outstanding Job for Our Community. By the way another Great Job conducting the PDA Board meeting this morning - Gary Schwaegerle, Board Member

Like this comment
Posted by D W
a resident of Another Pleasanton neighborhood
on Jan 12, 2010 at 4:26 pm

Aw, man! Another Pleasanton treasure has to leave! Jeez!

Christine, thank you for everything you do Downtown. We're going to miss both your efficiency, your warm professionalism, and your beautiful smile. Good luck to you & John in the appropriately nicknamed Sunshine State!

Like this comment
Posted by Patty Manzi
a resident of Valley Trails
on Jan 12, 2010 at 9:06 pm

Congratulations Christine & John. I will miss you, but wish you the best in your future! Love ya!

Like this comment
Posted by Laura Olson
a resident of Pleasanton Meadows
on Jan 13, 2010 at 9:02 am

Congratulations, Christine! I wish you much happiness in this new & exciting chapter of your life. You will be missed!

Like this comment
Posted by Dave Bouchard
a resident of Vineyard Avenue
on Jan 13, 2010 at 5:19 pm

Christine, congratulations on your upcoming marriage and here's wishing you and John all the best that life in Florida has to offer. You have served the PDA well for many years and I thank you for the dedication to your organization and residents of this community. We have all benefited from your unique talents, energy and professionalism. Take care!

Sorry, but further commenting on this topic has been closed.

Don't be the last to know

Get the latest headlines sent straight to your inbox every day.

Couples: Reading List
By Chandrama Anderson | 0 comments | 1,494 views

New Donlon school is at least four years away
By Tim Hunt | 1 comment | 876 views