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Council approves one-year tourism marketing contract with BC Design House
Summary
The council authorized a one-year, up-to-$68,000 contract with BC Design House to refresh Benicia's tourism brand, redesign the website and create content; staff said a small paid-media pot ($5k–$12k) is available for initial campaigns. The motion passed 4–1 after council debate about adequate media spend and measurable KPIs.
The Benicia City Council approved a professional services agreement with BC Design House (not to exceed $68,000) to implement the city's strategic tourism marketing plan, including brand work, a website refresh and content to support events and visitor outreach.
Colette Skow, economic development manager, described a one-year program and introduced Bernadette Capalong, BC Design House CEO. Capalong said the firm will begin with organic content and measurement and use a modest paid-media budget to target high-value visitors; she told the council her team commonly stretches tight budgets to produce measurable lift. "We can really do as much as we can and be successful in an organic sense," Capalong said, noting that the firm will recommend paid channels after assessing initial returns.
Council discussion centered on whether $68,000 is sufficient to produce meaningful reach; staff clarified the contract covers creative, website and campaign planning and that a small paid-media pot in the existing budget (roughly $5,000–$12,000 depending on priorities) will support initial ads. Tourism stakeholders — including the tourism subcommittee chair, Mike Kaplan, and Benicia Main Street — urged approval. The council voted 4–1 to authorize a one-year agreement and asked staff to return with clear KPIs and a dashboard for transparency.
