REPORT TO ECONOMIC DEVELOPMENT & MARKETING COMMITTEE (AD HOC)
SUBJECT
Title
Discussion 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 the 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 hosting of the 2026 major events.
On June 2, 2025, the 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 results from a community ideas generator survey that launched on. The survey was launched as a call to the community for input on possible event ideas.
Committee members had further discussions on potential events and locations and were asked to share one word that captures the core value of Santa Clara.
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 pickleball 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
Staff presented the following list to the Committee as potential community engagement opportunities and partnerships.
|
Event |
Suggested Location |
Organizer/Key Stakeholder |
|
Clock Gate (FIFA Countdown Clock) |
|
|
|
Holiday Tree Lighting |
Central Park |
City Departments |
|
4th July Celebration |
Mission College |
|
|
Street Dance |
Franklin Square |
|
|
Art and Win |
Central Park |
|
|
Parade of Champions |
Franklin Square |
Ana Vargas Smith, BAHC, Sports |
|
Santa Clara University Concert |
Santa Clara University Concert |
|
|
STEM Bowl (Library) |
Library |
|
|
Community Chalk Art Contest |
|
Local schools, Art groups cultural |
|
Sports Themed Exhibit |
Triton Museum |
Triton Museum |
|
Firehouse Run |
|
Santa Clara Firefighters Foundation |
|
Night Market Multicultural Food and Art Festival |
Central Park Community Center Commerce Plaza parking lot Mission College |
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 slogan and event campaign for community engagement related to the 2026 major events
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 feedback to the City’s marketing consultant on the overall branding campaign for the community engagement related to the 2026 major events.
There was overwhelming support for the slogan (“Where the Mission Meets the Moment”). Feedback on the logo reflected appreciation for its modern, sophisticated design and recognition that it conveyed both history and innovation. However, concerns were raised about color palette, the fact that 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 logo was revised, and the City Council approved the new slogan and logo at its meeting on September 23, 2025.
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 member, and staff. All of the feedback was then evaluated using a scoring rubric. The rubric was aligned with the City’s Guiding Principles for the Major Events. Each proposed event was assessed based on its ability to reach the intended audience, create meaningful community impact, align the budget and staffing 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 Activation 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 a presentation on the list of events and activations developed through the Committee.
At the November 3, 2025, EDMC meeting, staff provided 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 reviewed the preliminary sponsorship package and discussed a possible Community Stadium event during the end of February or early March.
At the December 8, 2025, EDMC meeting, staff provided the Committee with updates on “Where the Mission Meets the Moment” campaign events and activations, and the sponsorship package. Staff also outlined the next steps for gathering feedback from the committee.
At the January 5, 2026, EDMC meeting, staff provided the Committee with updates on the campaign budget, the final Sponsorship Package, Art Activation Subcommittee, and the STEM Zone. During this meeting, the Committee requested that staff pursue March 7 or 8 as possible dates for the Stadium event.
The Stadium Event Subcommittee met three times since the last EDMC meeting to provide key input on decision points for the Stadium event.
At the February 19, 2026 EDMC meeting, staff provided the Committee with updates on the launch of “Where the Mission Meets the Moment” campaign events, on the status of executing the events, the subcommittee groups (art activation, global relations, stadium event), registration process for the City’s volunteer program, and information on Partner-led events.
At the March 9, 2026 EDMC staff provided the Committee with an update on the art activation, a recap of the Celebrate Santa Clara: A Day on the Field stadium event, and an update on the upcoming Where the Mission Meets the Moment Campaign events and engagement efforts.
The committee was presented with the drafts of two murals, part of the corridor art activation; and the draft murals for Brandi Chastain and Jalen Williams. In addition, locations for placement of the two murals Brandi Chastain at near Levi® Stadium and Jalen Williams near 900 Lafayette/ Franklin. Unfortunately, the City was unable to proceed with the commission because the artist was unable to complete the artwork.
At the April 13, 2026 EDMC meeting, staff provided a high-level review of the established campaign goals and guidelines with the Committee, presented updates from the subcommittee groups (Global Relations and Night Markets), and delivered a final update on the STEM Zone.
At the May 11, 2026 EDMC meeting, staff provided a debrief from the first night market in May. Members in attendance were asked to provide high-level input on watch party considerations, such as potential timing, locations, and general event concepts.
At the June 8, 2026 EDMC meeting, the Committee were presented with two proposals for partner-led events and supported one of the proposals, the Faces of Santa Clara project/event. Staff also provided an update on watch parties, campaign budget, and events/activations.
At the July 13, 2026 EDMC meeting staff provided an update on the final watch parties and night market (July 17, 18 and 19), and an update on the overall campaign. Staff also solicited feedback from the Committee regarding the campaign’s successes and opportunities for improvement.
DISCUSSION
At the August 24, 2026 EDMC meeting, the Committee’s final meeting for the Where the Mission Meets the Moment Campaign, staff will provide a comprehensive presentation highlighting the campaign’s community input, impacts, and accomplishments. The presentation will include a video recap of the year’s events and activities. Staff will also outline a framework for how the Committee’s feedback will be considered. As part of the closing discussion, Committee members will have an opportunity to share their personal reflections on the campaign.
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.
COORDINATION
This report was coordinated by the City Manager’s Office.
PUBLIC CONTACT
Public contact was made by posting the Economic Development and Marketing Committee 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
Provide discussion and reflections on the Citywide 2026 “Where the Mission Meets the Movement” community engagement campaign.
Staff
Reviewed by: Reena Brilliot, Director of Economic Development and Sustainability
Approved by: Paulina Morales, Assistant City Manager