REPORT TO ECONOMIC DEVELOPMENT & MARKETING COMMITTEE (AD HOC)
SUBJECT
Title
Informational Report on Leveraging City Assets for Marketing and Revenue Opportunities for 2026 Super Bowl and FIFA World Cup Matches
Report
BACKGROUND
In 2026, Santa Clara is scheduled to host the Super Bowl and FIFA World Cup Matches at Levi's Stadium. These events are expected bring thousands of visitors to the City. In an effort to maximize marketing and revenue opportunities from these events, the City has created a City Asset Marketing Program ("CAMP"). An initial step to implement CAMP, at an upcoming City Council meeting, staff will be proposing to award an agreement to an experienced marketing and advertising firm that can help the City value its assets, produce marketing materials, and solicit sponsors to generate revenues for the City. As currently structured, this scope of work will not involve out-of-pocket expenses or upfront fees. Further, the City will retain full control over negotiating terms for asset use, and reserves the right to use the assets for alternative purposes, including community benefits. Any ultimate use of City assets will be implemented in full compliance with public safety requirements, applicable laws, and all existing and future World Cup and Super Bowl agreements.
The City issued a Request for Proposal ("RFP") on February 19, 2025 and conducted a two-step evaluation process on the three proposals that were submitted:
* Phase One: The written proposals were evaluated by a committee against the criteria outlined in the RFP. The evaluation committee determined all three firms met the criteria to proceed with Phase Two.
* Phase Two: All three proposers advanced to Phase Two, which involved interviews, presentations, and cost evaluations.
The evaluation committee ultimately selected OUTFRONT Media ("OUTFRONT") as the finalist and are currently in final negotiations. The expectation is that the associated agreement and budget to perform CAMP activ...
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