SRTBIA board approves $50,000 event-support allocations with reallocated funds for Wednesday Night Market

The SRTBIA board voted unanimously to accept the selection panel's event-support funding recommendations for Jan. 1 through June 30, 2026, with a board amendment that raises the Wednesday Night Market award and reduces awards to several other events to keep the total allocation at $50,000.

Meredith, a staff member who presented the panel's recommendations, said the panel initially scored applications on four criteria including contribution to SRTBIA goals, out-of-area marketing plans, sustainability and an overall application score. The recommendation attached to the agenda listed funding amounts for each event and noted some applications were marked ineligible because their events were outside city limits or outside the funding period.

The board discussed changes to the panel's recommendations focused on enabling the Wednesday Night Market to secure headline acts and deposits. Meredith said the panel had recommended $500 of the market's requested $6,000 be earmarked for marketing outside Sonoma County; the board debated increasing that amount and whether city rules permit using the funds for deposits. Meredith clarified the award must be used for events taking place in the Jan. 1'June 30, 2026 period and that recipients must submit receipts and an after-event report before funds are released.

After discussion the board modified specific recommended awards. Under the board's modification, the awards were adjusted as follows: Wine Country FaceOff, $8,000; Hollow (film/events), $6,500; Growlers (seasonal games), $5,500; Zombie Apocalypse Invitational, $5,500; Cheese Festival, $5,500. The motion also raised the Wednesday Night Market award to $8,000 and reduced several other recommended awards to keep total funding at $50,000. Other recommended awards listed in the panel's packet (including Pride, Beer City, Railroad Square Antique Fair, Cookout at the Vineyard and Taco Fest) remained part of the package as recommended by the panel unless otherwise noted.

Board members stressed the panel's scoring relied on applicants'written responses and that some applicants had already received other city funding. Meredith noted the Wednesday Night Market and Bridal Parade already received $21,500 from the city's community promotions fund for the fiscal year, and confirmed the SRTBIA award is distinct and limited to the Jan. 1'June 30, 2026 event period.

The motion to accept the recommendations with the modification was moved and seconded; the recorded vote was Chair Rivera: Aye; Board member Renteria: Aye; Board member Sweet: Aye; Board member Pace: Aye. The motion passed unanimously.

Board members and staff said they would reflect the modification in the award letters and include the earmarking requirement for outside-marketing dollars or deposits for out-of-area headline acts where applicable. Public comment was solicited at the end of the special meeting; none was recorded on the item before adjournment.