REPORT TO CULTURAL COMMISSION
SUBJECT
Title
Review and Discuss Joining the Make Music Alliance in 2027 and Participating in Make Music Day on June 21, 2027
Report
BACKGROUND
In 1982, the French Ministry of Culture established a new form of musical celebration, one in which free performances would fill public spaces and be assessable to all residents. Unlike a traditional music festival, the event was designed to be fully participatory: any musician could perform, and any location could serve as a venue. Held annually on June 21, the summer solstice, the event was named “Fête de la Musique,” a phrase that translates from French as both “Festival of Music” and “Make Music.” Over the past four decades, this celebration has grown into a global movement, now observed in more than 2,000 cities worldwide. On June 21, 2025, 147 cities across the United States participated, collectively organizing 5,471 Make Music Day free concerts as part of this international event.
The Make Music Alliance is seeking to expand the celebration throughout the South Bay and has engaged neighboring communities as potential participants. The City of San Jose has participated as “Make Music San Jose” for several years, and thirteen California cities currently take part in Make Music Day. The next event will be held on June 21, 2026.
A member of the Cultural Commission was first introduced to the Make Music Alliance and Make Music Day at the Silicon Valley Creates Municipal Arts Roundtable on January 27, 2026. The Commission subsequently received a presentation from a representative of Make Music Alliance and the Department of Parks & Recreation (Department) at its March 2, 2026 meeting. The Commission voted (5-0) to recommend that the City Council support the City of Santa Clara joining the Make Music Alliance and participating in Make Music Day.
Since the March meeting, staff have identified additional information regarding the program. The purpose of this report is to provide the Commission with updated information and to seek direction on the City’s Santa Clara’s potential participation in the Make Music Alliance and Make Music Day in 2027.
DISCUSSION
Each Make Music Day event is independently organized, annual membership in the Make Music Alliance requires fee that varies based on the non-profit or for-profit organization’s Make Music program budget. For non-profit organizations, fees range from $350 to $5,000 for budgets under $3,000 to budgets of $100,000 and higher (Attachment 1). Members receive a comprehensive set of resources to support a successful local event, including access to a software platform and website, branded marketing materials, consultant support, and access to nationally sponsored creative programming initiatives.
Through the website provided by the Make Music Alliance, musicians can register their interest, describe their music, and request a performance space. Businesses, buildings, gardens, neighborhoods, and other locations may sign up to host performers, offering space, electricity, equipment, and promotional support. Musicians and venues can then browse available listings and coordinate directly to schedule performances on June 21. The platform also generates an interactive, searchable map and produces digital marketing materials for each participating city. The Make Music Day is always on June 21 and will rotate the day of the week each year.
City staff reviewed program components from other participating agencies to identify key elements for a successful event. Typical event costs include staff time and non-personnel expenses such as printing (posters and flyers), banners, promotional materials, photography and videography, social media outreach, and miscellaneous supplies. These event costs ranged from approximately $1,300 to $8,400 for events held between 2020 and 2023. Notably, two other California cities, Big Bear Lake and Long Beach, reported total costs of $1,300 and $2,500. The average cost is then estimated at $4,200. Including a 20% contingency, the Department projects total event costs of approximately $5,000. Based on the above budget, the annual membership fee is $500, bringing the total projected first-year cost to $5,500.
Since the March Commission meeting, City staff have reviewed the Make Music Alliance agreement and received additional information from the Alliance regarding the website onboarding process. The agreement process between the City and the Make Music Alliance may take up to eight weeks to complete, and event planning cannot begin until the agreement is executed. Given the limited timeframe to develop a program for 2026, staff recommend that the Commission consider observing the City of San Jose program in 2026 to gain insight into implementation. This approach would allow time to prepare the agreement for 2027, identify potential performance locations within the City, build partnerships, engage local musicians and music schools, and generate community interest for future participation.
The Commission will discuss the Make Music Day program and implementation process in the context of the current Work Plan. The Commission may provide direction on adding membership in the Make Music Alliance to the FY 2026/27 Commission Work Plan and allocating appropriate staff time and funding to support program implementation.
ENVIRONMENTAL REVIEW
The action being considered does not constitute a “project” within the meaning of the California Environmental Quality Act (“CEQA”) pursuant to CEQA Guidelines section 15378(b)(5) in that it is a governmental organizational or administrative activity that will not result in direct or indirect changes in the environment.
FISCAL IMPACT
The estimated cost to join the Make Music Alliance and host the Make Music Day is $5,500. The proposed FY 2026/27 budget for Cultural Commission activities is $58,693, which is sufficient to cover the membership fee and associated costs for the 2027 Make Music Day. Funding for participation is anticipated to be incorporated into the FY 2026/27 Cultural Commission Work Plan, subject to City Council approval.
COORDINATION
This report was coordinated with the Finance Department and City Attorney’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
Discuss and provide direction on the City of Santa Clara’s participation in the Make Music Alliance and Make Music Day on June 21, 2027.
Staff
Prepared by: Kimberly Castro, Recreation Manager
Approved by: Damon Sparacino, Director of Parks & Recreation
ATTACHMENTS
1. Make Music Alliance Fee Table