REPORT TO ECONOMIC DEVELOPMENT & MARKETING COMMITTEE (AD HOC)
SUBJECT
Title
Discussion and Direction on the Citywide 2026 Economic Development & Community Engagement Plan and on the Citywide Theme for 2026 Major Events Community Engagement Campaign.
Report
BACKGROUND
At the June 23, 2025, Economic Development and Marketing Committee Ad Hoc (EDMC) meeting, Committee members and stakeholders had discussion on potential community engagement and economic development activities related to the 2026 events for SuperBowl and FIFA World Cup.
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 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 |
|
|
Kids Sports Events |
10 |
Comment from child: Sports cards games |
|
NFL Player Events and Autographs, Meet-and-Greet 9 Local players, exclusive for citizens |
9 |
Local players, exclusive for citizens |
|
Family Time |
8 |
|
|
Art contest |
7 |
|
|
Super Bowl Theme Parade |
4 |
With students carrying flags |
|
BBQ cook-off / picnic |
4 |
|
|
Culture specific events |
3 |
Music/Dance |
|
Decoration of main streets |
3 |
El Camino Real, Stevens Creek Blvd, Lawrence and Kiely - banners, flags |
|
Retail Merchandise Availability |
2 |
|
|
Festivals |
2 |
|
|
Kickoff Carnival |
2 |
|
|
Photo booth with logos |
2 |
|
|
Local Library events |
2 |
|
|
Flea Markets |
1 |
|
|
Street Fair |
|
|
|
Great America Day |
|
|
|
FIFA/Super Bowl Theme |
1 |
|
|
Opportunities to win tickets to big events |
1 |
Especially for volunteers |
|
5k Run 1 Finish at the goal line |
|
|
|
Jersey Day Parade |
1 |
|
|
Block parties |
|
|
|
Tail-Gate party community event |
1 |
|
|
Face painting / temporary tattoos |
1 |
|
|
Relaxing sports chair massages |
1 |
|
|
Transportation services to and from VTA and railroad stations |
1 |
|
|
Movie night / Theater show |
1 |
|
|
Free buses |
1 |
|
|
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 Ccommittee 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 |
|
|
|
DISCUSSION
At the July 14, 2025, EDMC meeting, the Committee will review the results of the Event Strategy Workshop, community values survey and seek input from the stakeholders on finalizing the events slogan and campaign for the community engagement related to the 2026 events of SuperBowl and FIFA World Cup at Levi’s Stadium.
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