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Destination Strategic Plan


Visit Tri-Valley, the Destination Marketing Organization for Pleasanton, Livermore, Dublin and the Town of Danville, California, in conjunction with a broad spectrum of stakeholders, began an exciting Destination Strategic Planning process in early 2023 with a focus on a potential new regional multi-use venue. The goal of this plan was to develop strategies that help further develop a vibrant visitor economy while also enhancing the quality of life for residents.

The Destination Strategic Plan is a road map that guides the area’s tourism efforts for years to come. Our collaborative process was facilitated by the Tourism & Destination Advisory practice at JLL; a global consulting group focused on long-term destination planning and venue development. The Destination Strategic Planning process was carried out in four phases and concluded in November, 2023 with a final presentation to the VTV Board of Directors. Please view the Destination Strategic Plan below. Phase 2 of the Destination Strategic Plan will begin in January, 2024.

Documents & News

Check here for important updates and monthly newsletters regarding our Destination Strategic Plan. 




Visit Tri-Valley Destination Strategic Plan 


Destination Strategic Plan Newsletter – October 2023


Destination Strategic Plan Newsletter – August 2023


Destination Strategic Plan Newsletter – June 2023


Destination Strategic Plan Newsletter – April 2023


Steering Committee Kickoff Presentation


2023-2027 Destination Strategic Plan Overview

Steering Committee Members

lisa adamos

Economic Development Director
City of Pleasanton

brandi addington

Executive Director
Livermore Valley Wine Community

jill Bergman

Economic Development Director
Town of Danville

Jordan Boreman

Sports Producer

Brandon Cardwell

Innovation & Economic Development  Director, City of Livermore

Chris carter

Executive Director
Livermore Valley Arts

Kendall clay

General Manager
Pleasanton Marriott

james cooper

Executive Director
Pleasanton Chamber of Commerce

todd dibs

Sports Development Director
Visit Tri-Valley

david epstein

Executive Director
Tri-Valley Conservancy

tracy farhad

President & CEO
Visit Tri-Valley

Yolanda fintchenko

Executive Director
i-Gate Innovation Hub/Daybreak Labs

sanjiv gupta

General Manager
AC Pleasanton Hotel

jerome hoban

Alameda County Fairgrounds

katelyn keeshen

Field Representative
Assembly member Bauer-Kahan

Jennifer koidal

General Manager
SF Premium Outlets

rikin lakhani

The Elliott Group

lynn naylor

Executive Director
Innovation Tri-Valley Group

james paxson

Executive Director
Hacienda Business Park

philip pierpont

Livermore Area Recreation Parks

david stark

Public Affairs Director
East Bay Association of Realtors

hazel wetherford

Economic Development Director
City of Dublin

Shawn wilson

Chief of Staff
Supervisor Haubert

Contact Information

Dan Fenton

Executive Vice President

shirin Jafari

Vice President, Tourism and Destination Advisory

Submit Your Input

We are happy to hear your thoughts and answer any questions about the Destination Strategic Planning process and related topics. Please use the form below to send us your feedback.