Santa Clara has allocated $1 million to put on community events for the Super Bowl and FIFA World Cup games.

At its Oct. 21 meeting, the Santa Clara City Council unanimously approved earmarking money to help fund several events related to the marquee sporting events.

Those events will likely include watch parties, concerts and night markets.

Elycia Knight, assistant to the city manager, said the events are envisioned to bolster civic pride.

“We wanted the community, not just the event organizers to shape how the city shows up,” she said.

The city has conducted outreach through surveys, workshops and soliciting proposals for events.

Total cost for the events is estimated between $1.2 million and $3 million. 

Council Member Karen Hardy called the events a “once-in-a-generation opportunity.”

The proposition wasn’t initially popular with the entire council, with some members expressing concern over city costs for police and fire protection.

Council Member Suds Jain said he had “seen this movie before” — a situation where the city aimed to secure sponsorships, something he said ended up being a “total miscalculation.” Many of the events, he said, seem “ephemeral,” adding that he doesn’t see how they help local businesses.

But City Manager Jovan Grogan assured the council that the city can make strides in securing sponsorships, but that city employees needed the council to determine whether the city was “in or out” on hosting events.

Joe Sosinski was one of only two public members to address the topic. He urged the council to show “leadership” in supporting events that, he said, would benefit local businesses.

“These community events represent more than just milestones,” he said. “They are an opportunity for our neighborhoods and our small businesses to thrive together with the community.”

Other council members wished there had been more community outreach prior to the item coming before the council. 

Council Member Kevin Park shared concerns over the cost, saying that community input is open-ended, it often leads to untenable proposals.

“The events need to give people a memory, something that they’ll talk about outside of the games they went to,” he said. “What people want and what may work are two different things.”

It initially appeared that the resolution would not get the requisite five votes to pass. However,  last-minute direction to Grogan to conduct more community engagement — with regular reports back to the council — and update it on sponsorship progress managed to garner unanimous support.

City To Support New County Sales Tax

The council also narrowly approved supporting a proposed county-wide sales tax. Slated for the November ballot, Measure A would impose a five-year sales tax to offset cuts to federal funding, estimated at roughly $1 billion.

The proposal to support the measure, put forth by Council Member Albert Gonzalez, divided the council.

Proponents said the shortfall, specifically at county-run hospitals, could prove devastating, especially for Santa Clara, given Levi’s Stadium and the large-scale events it hosts.

Council Member Jain called the tax a “lifeline for hospitals.” 

“In order to take care of people that rely on this hospital system, it is something we need to do,” Jain said.

Still, others believed the council should not be taking a position on a divisive topic.

Vice Mayor Kelly Cox said councilmembers’ jobs are to “inform and educate,” not advocate. She said endorsing the tax “muddies” the council’s responsibility. 

Council Member Karen Hardy said voters can decide for themselves whether the tax is prudent.

“I don’t believe our city should be taking any position on this at all,” Mayor Lisa Gillmor said. “I can’t say I want to speak for the city on this issue … We are out of our league here.”

In a 4-2-1 vote, the council approved supporting the motion, with Cox and Gillmor dissenting and Hardy abstaining.

Consent Calendar Spending

The council approved the following spending in one motion via the consent calendar:

• A one-year, $155,000 extension to a purchase order with Cresco Equipment rentals for rental of equipment, products and related services. Contract total is now $620,000.
• A two-year $900,000 agreement with ACCO Engineered Systems, Inc. for the replacement of two air compressors and two air dryers at the Donald Von Raesfeld Power Plant.
• A two-year, $150,000 extension to an agreement with McCampbell Analytical, Inc. for general chemistry laboratory services.

The next regularly scheduled meeting is 7 p.m. Tuesday, Nov. 4 in the Council Chambers at City Hall, 1500 Warburton Ave. in Santa Clara.

Members of the public can participate in the City Council meetings on Zoom at https://santaclaraca.zoom.us/j/99706759306; Meeting ID: 997-0675-9306 or call 1 (669) 900-6833, via the City’s eComment (available during the meeting) or by email to PublicComment@santaclaraca.gov

Contact David Alexander at d.todd.alexander@gmail.com

Previous City Council Posts:
Santa Clara Council Approves Amendment To BART Extension
Council Approves Super Bowl Agreements
2025 Charter Review Committee Set