Goleta launches $120,000 'Pride of Place' grant program for Old Town businesses

The City Council voted to launch a small-business grant program aimed at revitalizing Goleta's Old Town, approving staff recommendations to allocate $120,000 for a 'Pride of Place' program intended to attract customers and support collaborative business projects.

Shannon Kern, assistant to the city manager, said the recommended funding would come from an existing streamlined loan fund and that the Economic Development and Revitalization Committee would evaluate proposals using criteria such as program alignment (attracting customers to Old Town), community impact, innovation, financial feasibility and community engagement. Staff proposed a Notice of Funding Availability, a four-week application window, committee review in March and council consideration of awards in April so that funds could be dispersed in April/May.

Program features and examples: The guidelines are intentionally flexible to encourage creative proposals. Examples given by staff included joint advertising and marketing campaigns, beautification (plants, lighting, seating, signage), shared private parking arrangements, and permit/insurance costs for collaborative events. Staff noted the committee recommended no single-application cap so that coalitions of businesses could submit larger, collaborative projects.

Accessibility and technical assistance: Council members and community partners asked that the application be simple, available in Spanish and in paper form, and that technical assistance or workshops be offered so small business owners can form collaborative proposals. Staff said the program would use the city's standard grant platform (online) but that staff would consider bilingual materials, paper application options and partner-run technical-assistance workshops. Staff also said the application period could be extended if outreach indicates businesses need more time.

Funding context: Staff said the streamlined loan program has about $145,000 in the pot; $120,000 is proposed for this grant program, leaving roughly $25,000 available for other uses. The Economic Development Committee recommended moving forward.

Vote: Councilmember motioned and the council voted unanimously by roll call (Smith=Yes; Kiriakou=Aye; Reyes Martin=Aye; Kasdan=Aye; Mayor Perotti=Aye) to initiate the program and direct staff to implement the outreach/application process and return with award recommendations.

What's next: Staff will release the funding notice, conduct outreach and work with partners (including the Hispanic Chamber and Move Santa Barbara County) to provide application assistance and bilingual outreach; the committee will review applications and return funding recommendations to council in April.