To capitalize on the natural attraction of Pleasanton's downtown and increase its economic vitality, the PDA launched the Downtown Hospitality Task Force in early 2010. Its mission was to research ways to enhance the experience of visitors to our downtown, to increase the number of patrons and to encourage evening vitality. A Downtown Hospitality Steering Committee was formed and asked to lead the task force through the process of developing a downtown hospitality plan. It noted that a hospitality district is a cheerful place, safe and inviting, with an active street life that welcomes people to shop and visit, and offers attractive private dining and entertainment venues.
The steering committee brought together 30 individuals from the different stakeholder groups affected by downtown activity, including restaurant owners, nearby residents, police officers, city planners, property owners, business owners and employees, entertainers and many others. Jim Peters, founder and president of the Responsible Hospitality Institute (RHI), was brought in to develop strategies for moving forward. His is a national organization that advises cities and business districts on creative ways to increase vitality and minimize potentially adverse effects.
The demographics are changing in the Tri-Valley with an increased number of people in the bookend generations of Baby Boomers who are now between 46 and 66 and the young adults under 30, the Gen Ys and Millennials. These groups are prime visitors to hospitality districts as they have leisure time and disposable income. When considered from a hospitality perspective, Peters and his RHI organization characterize the users of hospitality services as singles, who are generally young; mingles, which are social groups and clubs, families that desire day and early evening type activities; and jingles, who are business travelers, employees from nearby businesses and empty nesters with available time and money.
The hospitality steering committee also addressed job patterns in the Tri-Valley, which today are less confining than traditional 8 a.m. to 5 p.m. schedules. More people here are working part time, flexible hours or telecommuting, giving them more time to go out during the day and later in the evening. Most people today also prefer a hospitality zone that is closer to home so they have less distance to walk or drive to get there. Those looking to move want to live near a place where there's some local street activity and entertainment as a lifestyle choice.
In proposing its new guidelines, the PDA and its steering committee recognized, too, that much like the retail and restaurant sectors, hospitality has become more competitive as cities like ours realize the benefits of supporting safe, inviting public spaces and private venues throughout the day and evening. According to RHI, the most successful cities start with a "how can we help you?" approach to make hospitality work. That's the essence of the new guidelines for Pleasanton that will make our town a competitive center for daytime and nighttime dining, shopping and entertainment.