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Businesses and arts groups urge continued tourism funding as council weighs grants for storefronts and events
Summary
At a budget study session, staff proposed continuing a $70,000/year tourism contract and new downtown grant packages (facade improvements, commercial kitchens, ADA grants). Dozens of business owners and arts advocates urged the council to keep or increase tourism marketing to support small businesses if Valero reduces local revenues.
Economic development staff framed tourism as an investment in downtown sales tax and business resilience, recommending a $70,000‑a‑year tourism marketing contract and new grant programs—$150,000 for facade improvements and another $150,000 for commercial‑kitchen projects over two years—alongside a $25,000 per‑year Small Business Accessibility Program.
Speakers from the tourism subcommittee and local businesses made the case that marketing yields outsized returns. Mike Kaplan, who chairs the tourism subcommittee, said the program often pays for itself and warned that without consistent marketing Benicia risks losing visitors to competing destinations. "Very worst case scenario, this contract pays for itself," Kaplan said. Multiple small business owners and event organizers, including Porchfest and gallery representatives, urged council to maintain or grow tourism funding, arguing the downtown is a city asset that draws visitors, supports restaurants and galleries, and creates jobs.
Several council members proposed blending approaches: keep a professional marketing contract while also redirecting some funds to direct grants that lower event production costs or offset permit fees for local organizers. Council members discussed possible caps and program details (for example, $10,000 per event grant caps and facade program eligibility) and asked staff to return with program design details if the council approves the budget.
