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 ...
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