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.