The Pleasanton Downtown Association (PDA) was created in 1984 by the City Council of Pleasanton, with the goal of developing and promoting a vibrant downtown community. The PDA is a 501(c)(6) tax-exempt organization, with funding provided by member assessments, matching city funds, sponsorships, and revenue-producing events. Earlier in the year, PDA officials worked with officials of the Three Valleys Community Foundation (3VCT) to launch the Pleasanton Downtown Foundation, a new 501(c)(3) nonprofit that can accept tax-deductible donations. The establishment of the foundation is expected to help attract greater support from business and individual donors.

“The foundation was established by the Pleasanton Downtown Association as a natural extension of our mission to preserve and enhance the heart of our community,” explains Gabrielle Welk, who became the PDA’s Executive Director in March of this year after four years as Events Manager. “The PDA focuses on business vitality, events, marketing, and related activities, the foundation was created as a charitable arm that allows us to fund and implement projects that will beautify, enrich, and sustain the downtown for generations to come. It gives residents, visitors, and local businesses an opportunity to directly contribute to downtown projects that improve the health and vibrancy of the area and, for the first time, receive a tax-deduction in the process.”

“Three Valleys Community Foundation is honored to serve as the fiscal sponsor and philanthropic partner for the newly established Pleasanton Downtown Foundation,” according to Kelly Bowers, Ed.D., CEO and President of the Three Valleys Community Foundation. “This partnership reflects our shared commitment to strengthening community through collaboration and local investment. By supporting the foundation’s formation and providing a trusted charitable structure, 3VCF helps ensure that donors can confidently contribute to initiatives that preserve, promote, and enhance the heart of downtown Pleasanton–now and for future generations. At 3VCF, we truly believe in the power of ‘giving where you live.’ Downtowns are where community connection comes to life–where neighbors meet, small businesses thrive, visitors and locals come together, and shared traditions create a sense of belonging. Helping the Pleasanton Downtown Foundation take root is a meaningful way to nurture that spirit of connection and ensure our downtown continues to flourish as a vibrant gathering place for all.”

The new foundation’s primary goals center on enhancing and preserving the beauty, character, and vitality of downtown Pleasanton. “The foundation's work is focused on beautification, community enrichment, and long-term sustainability,” Welk says. “In regards to beautification, we want downtown to look and feel as special as it is. That includes projects such as refreshed landscaping, vibrant seasonal planters, and decorative lighting fixtures. It also includes permanent public art installations, murals, and window paintings, things that bring vibrancy back and color into the downtown space.”

According to Welk, the foundation’s plans for 2026 include adding consistent design elements throughout downtown, such as benches, trash receptacles, and signage. At the top of the list of improvements is “wayfinding signage” to make it easier for visitors to find parking. Storefronts that are closed for interior construction or need new tenants may get new, aesthetically pleasing window wrappings as well.

As the holidays approach, the new foundation has partnered with the City of Pleasanton on a window decorating contest for downtown businesses. Business owners are encouraged to decorate and light the windows of their shops and offices beginning on Friday, December 5. Participating owners will be reimbursed for up to $100 in expenses. QR codes in each window will allow the public to vote for the best display.

Events, beautification, and engagement all contribute to a healthy downtown and a prosperous Pleasanton as a whole. “We want to make sure that our downtown remains thriving, well-maintained, and a destination for locals and visitors alike,” Welk adds. “The foundation isn't just about beautifying Main Street. It is also about strengthening the connection between where you live, where you work, and where you gather.”

For more information about the Pleasanton Downtown Association and the Pleasanton Downtown Foundation, please visit www.pleasantondowntown.net.

For more information about the Three Valleys Community Foundation, please visit www.3vcf.org.