Santa Clara staff told the Special Events & Engagement Committee that the city’s 2026 campaign—branded “Where the Mission Meets the Moment”—is moving into an activation phase that will pair community programming with major national sports events hosted at Levi’s Stadium.

Paulina Morales, assistant city manager, said the city council has approved the campaign logo and set aside $1,000,000 in seed funding to launch community events and public art activations. Staff described a multi-tier sponsorship package (presenting, gold and community-friend levels) and said outreach to potential partners, including local technology firms, has begun.

The city also recapped public engagement activities used to shape the campaign, including a reaction wall and a “don’t leave Santa Clara without seeing” survey. Staff noted campaign banners are already up along El Camino and a campaign website (listed in presentation materials) will centralize event information, volunteer sign-ups and guidance for partners.

Aerial artwork originally planned for the nearby landfill proved infeasible for a pre‑Super Bowl launch because of construction timing, barrier-cap limits on the landfill and high cost. Morales said staff is pursuing an alternative banner treatment that would lay flat on the graded slope of the landfill and be faster and less expensive to install. That alternative is intended to be visible to overflight cameras and produce a recognizable aerial image; staff will present mock-ups to an art-activation subcommittee scheduled for Dec. 18.

Committee members asked repeatedly about scale and visibility, and whether placing large signage on the landfill would create the intended TV shots with Levi’s Stadium in the background. Staff said stadium-branding rights mean the city cannot place its own large signs within stadium-controlled areas, so the campaign will deploy multiple photo opportunities—including a FIFA countdown clock and Super Bowl Roman numerals provided to the city by the NFL—that can be located around the community.

Staff reviewed a slate of proposed activations: a STEM Zone set for April 19 at the convention center, a youth soccer clinic organized with Telemundo and local clubs, and a planned community concert at Bagshaw Stadium under discussion with Santa Clara University. The committee discussed volunteer requirements for large events; staff said the city is seeking an event producer to manage volunteer coordination and asked the committee to help recruit volunteers.

Diana Ding, a community festival organizer, presented a plan to stage a two-day Lunar New Year Festival Jan. 31–Feb. 1 at 900 Lafayette, near Santa Clara University. Ding said the event will include a parade led by a Vietnamese community leader, performances, food and vendors; the presentation cited an operator with experience managing large street fairs and estimated attendance of up to 30,000, while also seeking support from the city to expedite vendor licensing and to coordinate police, parking and street closures. Staff said the police department has indicated support for an event contained within 900 Lafayette but will work with organizers on traffic and safety plans.

On partnership and promotion strategy, committee members suggested proactive outreach to visiting teams’ fan groups and local businesses to host watch parties and fan gatherings. Staff said they will circulate watch-party guidelines compiled by the Bay Area host committee and will coordinate with local businesses and the chamber to market watch‑party options.

Administrative items: the committee approved the consent calendar by voice vote (announced as passing unanimously). Staff scheduled the art-activation subcommittee for Dec. 18 and listed committee meeting dates through June; staff said they will continue to refine event budgets and sponsorship materials and return with mock-ups and marketing pitches.

What’s next: staff will convene the Dec. 18 art-activation subcommittee, circulate drafts of aerial-art mock-ups, share watch-party and vendor-guideline links with committee members, and continue sponsorship outreach and volunteer planning.