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 SuperBowl 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 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.
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 SuperBowl and FIFA World Cup.
Top five Community Value Survey Results
Home (46)
Diversity (34)
Community (29)
Inclusive (16)
Family (12)
DISCUSSION
At the July 28, 2025, EDMC meeting, the Committee will review the outcomes of the Event Strategy Workshop and gather stakeholder input to help develop a shortlist of potential City-led events. The Committee will also hear presentations from community stakeholders on proposed Sponsor/Partner-Led events tied to community engagement efforts leading up to the 2026 Super Bowl and FIFA World Cup.
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