Visit Tri-Valley (formerly Tri-Valley CVB) is the official destination marketing organization for the California cities of Pleasanton, Livermore, Dublin and the Town of 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.
The Pleasanton Convention & Visitors Bureau (CVB) was originally created as the result of a consultant’s study in 1986, jointly funded by the City of Pleasanton and Pleasanton’s Chamber of Commerce.
Initially, the CVB operated under the umbrella of the Chamber but in 1993 it split off entirely from the Chamber as an independent, non-profit agency. In 1996, the City of Livermore was added and the organization became the Tri-Valley Convention & Visitors Bureau. Later that year the City of Dublin joined the CVB, and in 1999, the City of San Ramon joined the four-city bureau, funded by each City’s General Fund.
In 2006, the four-city Tri-Valley Tourism Business Improvement District (TBID) was formed, placing as assessment on occupied, paid hotel room nights on TBID properties. The formation of the TBID allowed the CVB to significantly increase its operating budget and provided a new primary, stable, dedicated funding source.
Shortly after the formation of the TBID, the Town of Danville joined the CVB. In doing so, a second district, the Danville TBID, was formed that mirrored the Tri-Valley TBID. In 2010 the Tri-Valley and Danville TBIDs were merged and the resulting district was renewed for five years. District assessments were doubled, further augmenting and securing the CVB’s operating budget and the organization’s viability.
In 2015, the TBID was renewed for seven years without the City of San Ramon. A new TMD renewal plan is currently in motion and will go into effect July 2022.
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. Phase 2 of the Destination Strategic Plan will begin in January, 2024.
View or Download the Destination Strategic Plan.
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.
The visitor actually pays for Visit Tri-Valley through a nominal assessment, charged per hotel room, per night.
