Santa Clara ad hoc committee revives 2026 event planning; staff pursues sponsorships through city-asset marketing program

The Economic Development and Marketing Ad Hoc Committee for the City of Santa Clara met to restart work on the city’s economic development program and coordinate community-facing activities tied to major 2026 events at Levi’s Stadium, including the Super Bowl and FIFA World Cup matches.

The committee’s work centers on two tracks: public-facing community events and marketing activities tied to the 2026 matches, and development of a more active economic development program for local businesses. “In terms of this year's focus being the major events of 2026, so this is Super Bowl and FIFA World Cup matches that are gonna be held in Levi Stadium, where we expect thousands of visitors,” Rena Brio, the city’s director of economic development and sustainability, told the committee, urging use of the events to support local businesses and generate revenue.

Why it matters: Santa Clara will host multiple high-profile international events that draw regional and global attention. Committee members said they want visible, resident-focused programming — not just event tourism — and to capture sponsorship revenue without costing the city upfront.

What the committee heard and directed - Bloomberg-Harvard fellowship: Assistant City Manager Liz (Klotz) reported that the Bloomberg Harvard City Leadership Initiative provided a 10-week summer fellow, Aliyah Kozak, to help develop a strategy for community engagement, stakeholder relations and communications tied to the mayor’s 2026 priority. Kozak will begin a June-to-August…