REPORT TO ECONOMIC DEVELOPMENT & MARKETING COMMITTEE (AD HOC)
SUBJECT
Title
Review and Discussion of Citywide 2026 Economic Development & Community Engagement Plan and Direction on a City Theme
Report
BACKGROUND
At the Economic Development & Marketing Committee (Ad Hoc) (Committee) meeting on April 28, 2025, City staff presented information outlining proposed community activations and 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. The goal of the plan was to ensure inclusive, meaningful, and well-coordinated community experiences that reflect the City’s values and enhance its visibility on the global stage.
Following a robust discussion, the Committee expressed support for including a diverse group of stakeholders in future meetings. Stakeholder participation is expected to create new opportunities for partnerships and collaborations for 2026 initiatives.
DISCUSSION
In preparation for Super Bowl 50, which was held at Levi’s Stadium on February 7, 2016, the City of Santa Clara-through a collaboration between the former Marketing Committee and external partners-successfully implemented a comprehensive community engagement strategy. This initiative, themed “Super Community,” fostered civic pride, promoted community events, and positioned Santa Clara as a vibrant destination during the international spotlight of Super Bowl 50.
As the City of Santa Clara embarks on major events for 2026, the City is building momentum in the community for Superbowl LX and FIFA World Cup. Santa Clara’s Levi’s Stadium will host Superbowl LX on February 8, 2026. Levi’s Stadium will be one of the host venues for the FIFA World Cup matches in June and July 2026. To maximize the opportunity, the City is developing a Citywide 2026 Economic Development & Community Engagement Plan (Plan) aimed at ensuring broad participation and long-term benefits.
Citywide 2026 Economic Development & Community Engagement Plan
The priorities for the Citywide 2026 Economic Development & Community Engagement Plan include:
1. Communications and City Branding
2. Community Engagement and Activities
3. Economic Development
With these priorities as a foundation, the City is planning a robust lineup of events, programs, and campaigns designed to energize the community and amplify Santa Clara’s identity as a premier host city.
2026 Campaign Theme Development
In 2016, “Super Community” served as a unifying theme that was widely used across marketing, signage, and social media. For 2026, staff will present the Committee with some theme options to guide branding and communications for all major events. The selected theme will serve as a campaign tagline-designed for broad resonance, especially on social media platforms-and will inform the City’s graphic design and promotional strategies. The premise behind these options is to encompass both major events for 2026 to build momentum and continuity.
The following campaign theme options are for your consideration, and the Committee is encouraged to suggest additional ideas:
• Santa Clara: Where the World Kicks off
• Santa Clara: Get Your Kicks in 2026
• Santa Clara 2026 The World Plays Here
The chosen theme should unify all 2026 events under a cohesive narrative, building momentum and reinforcing Santa Clara’s role in hosting these events.
Community Engagement Opportunities
Below is a tentative timeline for potential opportunities and partnerships the City is including in the plan for the consideration by the Committee. These potential events will ensure inclusive, low-cost programming which is open to the public.
|
Tentative Dates |
Event |
Potential Partner(s) |
|
June 2025 |
FIFA Plaque Unveiling |
Bay Area Host Committee |
|
September 2025 |
Kickoff Campaign at Art & Wine Festival |
Parks & Recreation |
|
October 2025 |
Parade of Champions - Sports Zone component of the Parade Festival |
Santa Clara Parade of Champions |
|
December 2025 |
Holiday Tree Lighting |
City Departments |
|
January 2026 |
Community Chalk Art Contest |
City Manager’s Office |
|
February / March 2026 |
Sports Themed Exhibit |
Triton Museum |
|
April 2026 |
Firehouse Run |
Santa Clara Firefighters Foundation |
|
May - July 2026 |
Night Market Launch (series of 4 events) |
Food trucks, artists, entertainment |
|
June/July 2026 |
Watch Parties for FIFA games not hosted in Santa Clara |
TBD |
|
|
Santa Clara City Library Events |
Library |
|
|
Concert for Community |
TBD |
|
|
Free Youth Sports and Stem Camp/Clinic Programs |
TBD |
|
|
Banners & Community Wayfinding |
City Manager’s Office |
Economic Development Opportunities
In addition, the goal of the Plan is also to partner with the business community and the local Silicon Valley Central Chamber of Commerce.
|
Event |
Potential Partner(s) |
|
Santa Clara Restaurant Week |
Silicon Valley Central Chamber of Commerce |
|
Collaboration with Discover Santa Clara Destination Marketing Organization |
Destination Marketing Organization |
|
Sponsorship Packages |
|
|
Engaging Tech Companies |
|
At the upcoming meeting, the Committee and stakeholders will hold a discussion on the Citywide 2026 Economic Development & Community Engagement Plan, including proposed priorities, community programming, and campaign theme options. Feedback gathered during the discussion will help shape the next phase of planning. Following the meeting, staff will incorporate the input received and return at the next meeting with an updated plan and proposed implementation strategy for further review.
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 and on the Citywide Theme for 2026 Major Events Community Engagement Campaign.
Staff
Reviewed by: Elizabeth Klotz, Assistant City Manager
Approved by: Jovan Grogan, City Manager