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Get To Know The Tri-Valley DMO

Tri-Valley Tourism Dashboard 2019

Visitors to the
Visitor Spending
in the Tri-Valley
Million Dollars
Visitor Spending
Frequently Asked Questions

Destination marketing organizations are formed to market certain regions as desirable tourism destinations.

Yes, Visit Tri-Valley is a 501(c)(6) nonprofit organization.

Visit Tri-Valley was first established as the Pleasanton Convention and Visitor Bureau (CVB) in 1993. Visit Tri-Valley was officially formed in 2005 representing all five Tri-Valley communities, and was renewed in 2015 to represent Danville, Dublin, Livermore & Pleasanton, CA. 

Visit Tri-Valley currently represents Danville, Dublin, Livermore & Pleasanton, CA.

Outside of generating millions of dollars for the state of California and our local communities, tourism also contributes to our economy by creating jobs, generating revenue for our hospitality industry, and partially funding local services like public schools, city staffing/security, road fixtures, and fire departments.

In addition to all the behind-the-scenes work you don’t see (but the visitor does), we create the Visit Tri-Valley Inspiration Guide, Social Media Campaigns, Digital Marketing Campaigns, TV Commercials, Airport Billboards, Industry & Travel Magazine & Site Ads, and those adorable trail passports you’ve seen around town.

The visitor actually pays for Visit Tri-Valley through a nominal bed tax charged per room, per night.

Programs, Promotions, Marketing & Sports Initiatives

Part of our job is to create initiatives, promotions and programs as well as book sporting events that make living, playing and staying in the Tri-Valley a fun and unique experience. See our current programs below.


The Tri-Valley Beer Trail is a growing community of 23 craft breweries, taprooms, and alehouses located in the Tri-Valley. This rich community of brewers and beer-lovers has partnered up with Visit Tri-Valley to develop this fun, hop-centric activity for residents and visitors alike.

Visit 10 stops on the trail and win prizes! Post 10 photos at different locations on the trail, tagging #taptrivalley & @trivalleybeertrail OR get your passport stamped at each destination.

Explore the trail HERE.

Rise and grind, caffeine-lovers! The Tri-Valley Caffeine Trail is a unique collection of cafés, coffee houses, and tea rooms in the Tri-Valley, each with their own special set of peps and perks. Sip on craft coffee creations, sweet boba tea, and steamy artisanal teas as you explore the most creative caffeine connoisseurs of the Tri-Valley.

Visit stops on the trail and win a prize! Visit 1 participating stop in each of the 4 cities in the Tri-Valley, take a picture of your beverage, snack, or even yourself! Once you post it online, mention us @visittrivalley and use #wakeuptrivalley OR get your passport stamped at 5 different destinations.

Explore the trail HERE.

I scream, you scream, we all scream for ice cream! Do you think your sweet tooth can handle the Tri-Valley Ice Cream Trail? With over a dozen stops on the trail and everything from ice cream cookie sandwiches to gelato, you are sure to find something to satisfy your craving.

Visit 5 stops on the trail and win a prize! Visit 5 different ice creameries & take a photo of yourself, your passport, or your ice cream. Once you post it online, mention us @visittrivalley and use #trivalleyscoop OR get your passport stamped at each destination.

Explore the trail HERE.

Wine & Dine Tri-Valley-style gives a special shout-out to our restaurants whose wine lists always include local wines from Livermore Valley. And we’re giving extra love to those restaurants who waive the corkage fee, when patrons bring in their own bottle of local, Livermore Valley wine. Limit 2 per visit.
Find the list of participating restaurants HERE.

Stay in one of the Tri-Valley’s 38 qualifying hotels and receive reimbursement* for shipping at participating Livermore Valley wineries, When wine is shipped directly from the winery.

Submit your proof of a hotel stay and the receipt for the wine sale and shipping to wineshipsfree@visittrivalley.com.

*To be eligible, a wine purchase must be made within the same week of a partner hotel stay in the Tri-Valley area, and receipts must be submitted within a month of purchase. Eligible purchases range from one bottle to three cases of wine – limit of three separate shipments, or wineries, per person. Purchases must be shipped from a Livermore Valley winery, and only within the contiguous 48 states where legally permitted, to be eligible for this promotion.

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Whether you’re a local visitor or traveling to the Tri-Valley for the first time, our Inspiration Guide promises the experience you’re looking for. As the best source of our region, you’ll discover restaurants, wineries, hikes, hotels, museums, history of the region and more!

Flip through the digital version by clicking on the Guide Image to the left.

About Us

Visit Tri-Valley (formerly Tri-Valley CVB) is the official destination marketing organization for the California cities of Pleasanton, Livermore, Dublin and Danville. The 501 (c)(6) non-profit organization attracts visitors to the region through creative marketing campaigns, community outreach and sales initiatives.

To increase sustainable economic impact to the Tri-Valley by being recognized as a desired destination for overnight visitors.

Tracy Farhad

Who would have known an ex-performer and interior designer would find her perfect mix of bringing people together in tourism promotion? As a self-proclaimed PR junkie and official Tri-Valley cheerleader, I can’t help but show off my new hometowns for the world to discover. Perhaps that’s because I believe in the power of travel as ambassadors for good, mixed with a love for the arts, heritage buff, foodie (ah the discoveries here!) and outdoor enthusiast. Find me singing “the hills are alive…” up one of the beautiful open spaces with my family or comparing local red and whites (and bubbly too).


Robin Fahr

Happy Talker. Prefers a phone convo with partners rather than email or better yet, a face-to-face over a glass of Chardonnay. Favorite exercise: Dancing. Top 2 favorite songs: Sunday Morning by Maroon 5 and Time & Tide by Basia. Spare time: Singing in Chorus Eclectic and Bocce League in Danville. Best meal I ever had: Chef Francis Hogan of Sabio in Pleasanton going off menu and pairing it all with Livermore Valley wines. Still not over that.


Todd Dibs, CSEE

Splitting time between coasts throughout my life (20 years in New York and college in Washington DC), I pride myself in having traits of both East and West Coast residents.  Of course, I love all sports and bringing an event from incubation to reality has been the most satisfying thing I have done in my professional life.  Little known fact about me, I love plays, musicals and museums and often seek them out while on vacation or if I have free time on business travels.


Amber Birdwell

As a self-proclaimed social media guru, I’m not much of a meme-maker, but I am a number-crunching creative who loves everything digital. Having been raised in this area, I consider myself an unofficial tour guide to the Tri-Valley. When I’m not at work, you can find me on the tee box at Poppy Ridge Golf Course, rocking out to a summer concert at the Alameda County Fairgrounds, or devouring sashimi at Akira Sushi.


Justin Bower

Born and raised in The Tri-Valley and a grad from Amador Valley High. You may catch me on an early morning hike on The Pleasanton Ridge or Sycamore Grove before heading to lunch at Hop Devine and an ice cream at Meadowlark. Once the sun goes down, I may be at an A’s or Sharks game followed by a postgame drink at The Sunshine Saloon.


Susan Bolt

As bubbly as a Wente sparkling wine, I’ve been roaming the Tri-Valley for most of my life. When I’m not obsessing about my pets, I love being in the kitchen cooking for family and friends. My specialty is homemade onion jam. It sounds weird but it goes on just about everything.  Yum…..


With special thanks to our talented partners at Flip2Agency.

Seuss Waves