REPORT TO ECONOMIC DEVELOPMENT & MARKETING COMMITTEE (AD HOC)
SUBJECT
Title
Discussion and Direction on the Citywide 2026 Economic Development & Community Engagement
Report
BACKGROUND
At the April 28, 2025, Economic Development and Marketing Committee Ad Hoc (EDMC) meeting, staff presented a strategic framework to the Committee for community activation and event support for 2026 events for Super Bowl and FIFA World Cup. Information was presented outlining the formation of a Major Events Task Force to support planning efforts by focusing on fundraising, strategic outreach, and community engagement initiatives related to Santa Clara’s participation in the 2026 major events.
On June 2, 2025, Committee and stakeholders held a discussion on the Citywide 2026 Economic Development & Community Engagement Plan, including proposed priorities, community programming, and campaign theme options.
The following campaign theme options were presented for consideration:
• Santa Clara: Where the World Kicks off
• Santa Clara: Get Your Kicks in 2026
• Santa Clara 2026 The World Plays Here
On June 23, 2025, Committee members and stakeholders engaged in an Event Strategy Workshop that mapped city landmarks, assets and district boundaries to visualize potential event locations, layered with community demographics, cultures and interests. The exercise also included community survey results for a community ideas generator survey that launched on June 17, 2025. The survey was launched as a call to the community for input on possible events ideas.
Committee members had further discussion on the potential events and locations and were asked to share one word that captures the core value of Santa Clara. Staff shared that a community values survey would be launched to the broader community as mirroring the core value exercise. The goal is to capture the core value of what Santa Clara’s community events should embody to build a narrative and slogan for 2026 event campaign.
Community Ideas Generator Response Survey Results
Below are the community survey results which were presented to the Committee as a part of the Event Strategy Workshop.
|
Community Responses Frequency Notes |
Community Responses Frequency Notes |
Community Responses Frequency Notes |
|
Watch Parties |
31 |
With games and prizes, at the library and senior center |
|
Concerts |
29 |
Free |
|
Night Markets |
27 |
Also, day markets, night auction center |
|
Food Vendors |
17 |
Include local popular restaurants: Stan's Donuts, Saint John's Burgers, Su's Kitchen |
|
Food Crawl |
16 |
|
|
Guides for residents |
1 |
|
|
Language translators |
1 |
|
|
Beer gardens |
1 |
|
|
Farmers Market |
1 |
|
|
Events at SCU |
1 |
|
|
Celebrity pickle ball tournaments |
1 |
|
|
Car shows |
1 |
|
|
Showcase green cutting- edge technology, reduce waste |
1 |
|
|
Cultural pavilion |
|
|
|
Posters of players |
1 |
|
|
Downtown activation |
1 |
|
|
No riots no crime |
1 |
|
|
Feeding the homeless |
1 |
|
|
Meet and greet cocktail party |
1 |
Black-tie |
|
Bingo Night |
1 |
|
|
Scavenger Hunt |
1 |
|
|
None! |
1 |
|
Community Engagement Opportunities
Below was presented to the Committee as potential opportunities and partnerships the City identified for the consideration by the Committee. Once the Committee has identified and located all the currently proposed events, the potential events would be categorized into three buckets, City-Led, Community-Led and Sponsor Partner. Events included in the City-Led category will exclusively provide inclusive, low-cost programming which is open to the public.
|
Event |
Suggested Location |
Suggested Date |
Organizer/Key Stakeholder |
|
Clock Gate (FIFA Countdown Clock) |
|
|
|
|
Holiday Tree Lighting |
Central Park |
Dec-25 |
City Departments |
|
4th July Celebration |
Mission College |
Jul-25 |
|
|
Street Dance |
Franklin Square |
Aug-25 |
|
|
Art and Win |
Central Park |
Sep-25 |
|
|
Parade of Champions |
Franklin Square |
Oct-25 |
Ana Vargas Smith, BAHC, Sports |
|
Santa Clara University Concert |
Santa Clara University Concert |
|
|
|
STEM Bowl (Library) |
Library |
|
|
|
Community Chalk Art Contest |
|
Jan-26 |
Local schools, Art groups cultural |
|
Sports Themed Exhibit |
Triton Museum |
Feb-26 |
Triton Museum |
|
Firehouse Run |
|
Apr-26 |
Santa Clara Firefighters Foundation |
|
Night Market Multicultural Food and Art Festival |
Central Park Community Center Commerce Plaza parking lot Mission College |
May-26 |
Diana Ding Chamber of Commerce (in partnership with Diana Ding) Moveable Inc |
|
Watch Parties for FIFA games not hosted in Santa Clara |
|
|
|
|
Santa Clara City Library Events Library |
Library |
|
Library Foundation |
|
Free Youth Sports and Stem Camp/Clinic Programs |
|
|
|
|
Banners & Community Wayfinding City Manager’s Office |
|
|
|
|
Discover Santa Clara Scavenger Hunt Whole city |
|
|
|
|
Outdoor Tech Showcase Whole city |
|
|
|
|
Story Windows |
|
|
|
|
Fun Run 5k |
|
|
|
|
Athlete Meet and Greets |
|
|
|
|
Concerts for Community |
|
|
|
On July 14, 2025, Committee members reviewed the results of the Event Strategy Workshop, Community Values Survey that launched on June 30, 2025. Committee members and stakeholders provided feedback and input on a potential events slogan and campaign for the community engagement related to the 2026 events of Super Bowl and FIFA World Cup.
Top five Community Value Survey Results
• Home (46)
• Diversity (34)
• Community (29)
• Inclusive (16)
• Family (12)
On July 28, 2025, Committee members heard presentations from several community stakeholders on proposed Sponsor/Partner-Led events tied to community engagement efforts leading up to the 2026 Super Bowl and FIFA World Cup.
Event Proposal Presenters
• Diana Ding
• Patty Wong
• Ana Vargas-Smith
• Harbir Bhatia
• David Kertes on behalf of Robert Haugh
• Ester Rubin
• Debra von Huene
On August 11, 2025, Committee members heard a presentation from community stakeholders Dan Holder on proposed Sponsor/Partner-Led event tied to community engagement efforts leading up to the 2026 Super Bowl and FIFA World Cup. Additionally, the Committee reviewed the outcomes of the Event Strategy Workshop and conducted a gallery walk of the identified event concepts to refine and narrow them into a prioritized list.
The August 25, 2025, meeting was canceled to provide staff additional time to review and refine the event concept list for budget and logistical feasibility.
On September 22, 2025, The Committee reviewed the staff recommendation of the slogan and logo and provided input to marketing consultant on the overall branding campaign for the community engagement related to the 2026 events (Super Bowl and FIFA World Cup) at Levi’s Stadium.
There was overwhelming support for the slogan. Feedback on the logo reflected appreciation for the modern and sophisticated design and recognition that it conveyed both history and innovation. However, concerns were raised that the color palette, key local images (such as the Mission, orchards, and historic businesses) were not used, and the imagery might not resonate with a global audience. The font was seen by some as overly modern, and stakeholders noted that sports elements were underrepresented (e.g., no football or soccer imagery). Additionally, there was interest in having more versatile imagery that could be adapted based on specific sporting events and teams
playing in Santa Clara.
The committee input was shared at the City Council meeting on September 23, 2025, where the Council approved the new slogan and logo.
On October 6, 2025, staff presented to the Committee a comprehensive summary of the input received from residents, local organizations, committee members and staff through the collaborative process to develop the list of events and activations.
This list reflected the community feedback gathered through the Community Survey, Gallery Walk, presentations from community stakeholders, committee members, and staff which was evaluated using a scoring rubric. The rubric is aligned with the City’s Guiding Principles for the Major Events and assessed each proposed event based on its ability to reach the intended audience, create meaningful community impact, align with available budgets and resources, and provide lasting benefits beyond 2026. This evaluation was applied to all proposed events, including those led by the City, community partners, and artists. Staff also summarized insights gathered from one-on-one meetings with event proposers, which provided additional details to strengthen each concept and confirm feasibility. Following this presentation, Committee members divided into task forces for each event to begin shaping and further developing the ideas in smaller working groups. The Event and Acitivation Priority List includes City led, Partner led and Art Activations for the community engagement campaign.
At the October 21, 2025, City Council meeting, staff provided Council a presentation on the list of events and activations developed through the Committee.
DISCUSSION
At the November 3, 2025, EDMC meeting, staff will provide the Committee with an update on the direction given by City Council in proceeding with the “Where the Mission Meets the Moment” campaign including events and activations. EDMC Committee members will discuss sponsorship opportunities and ways to support the sponsorship efforts.
ENVIRONMENTAL REVIEW
This is an information report only and no action is being taken by the City Council and no environmental review under the California Environmental Quality Act (“CEQA”) is required.
FISCAL IMPACT
There is no fiscal impact associated with this report. The potential activities from the Citywide 2026 Major Events Economic Development & Community Engagement Plan may include future costs.
COORDINATION
This report was coordinated by the City Manager’s Office.
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City’s official-notice bulletin board outside City Hall Council Chambers. A complete agenda packet is available on the City’s website and in the City Clerk’s Office at least 72 hours prior to a Regular Meeting and 24 hours prior to a Special Meeting. A hard copy of any agenda report may be requested by contacting the City Clerk’s Office at (408) 615-2220, email clerk@santaclaraca.gov or at the public information desk at any City of Santa Clara public library.
RECOMMENDATION
Recommendation
Discussion and direction on the Citywide 2026 Economic Development & Community Engagement Plan.
Staff
Reviewed by: Elycia Knight, Assistant to the City Manager
Approved by: Paulina Morales, Assistant City Manager