1 Council Economic
Development
Committee
October 5, 2026
2 How to Provide Public Comments
The Council Economic Development Committee is accepting public comments prior to the meeting via email or during the meeting via the Zoom link or Zoom dial-in information listed on the published agenda.
If you are making your comments during the meeting please note:
• Click the “Raise Hand” button to request to speak when the Staff Liaison calls for public comments on an eligible agenda item. You will be permitted to speak during your turn and muted after the allotted time (3 minutes).
• When joining by phone, click *9 to raise a hand to speak. Press *6 to unmute. We kindly request speakers to mute or turn down the meeting video when it is their opportunity to speak as it may cause interference with the speaker system.
• Use headphones/mic for better sound quality and less background noise • Decorum: Please be mindful that virtual meetings are public and will be recorded. All meeting rules of procedure and decorum, including speaker time limits, will apply. The Staff Liaison, via the host, may remove individuals for persistent disruption or any conduct or statements that threaten the safety of any person(s) at the meeting.
3 Approval of Minutes from May 4, 2026
Regular Meeting
4 Hayward Amplified: Program Update
DANIEL MAO, ECONOMIC DEVELOPMENT SPECIALIST
Why Amplified, Why now?
Businesses are experiencing reduced foot traffic due to shifting consumer behavior, including the rise of e-commerce and demand for convenience Consumers are increasingly seeking experiential retail and dining, where they are active participants rather than passive customers Activations create a “social multiplier” effect, generating organic marketing through customer-driven content and increased visibility Events and experiences increase dwell time, which directly correlates to higher customer spending and supports sales tax generation The Bay Area is preparing to host major global events, including the FIFA World Cup, creating an opportunity to capture regional activity locally The program positions businesses to create “third place” environments that strengthen commercial corridors and support long-term economic vitality Program Overview
• Business-led activation grant program supporting events and experiences that drive foot traffic and customer engagement
• Grant funding available to approximately five businesses, supporting a small cohort citywide
• Competitive application process evaluated on concept, feasibility, economic impact, and geographic distribution
• Focused on creating experiential retail and “third place” environments that increase dwell time and spending
• Designed as pilot program to test a scalable model for commercial corridor activation
What the program funds
• Live music, DJ nights, and entertainment-driven activations • Watch parties and themed events, including major sporting events (e.g., FIFA World Cup) and trending shows
• Food and retail collaborations that create unique customer experiences
• Influencer-hosted activations and social media-driven events • Art, cultural, family-friendly, and community-oriented experiences
• Promotional and event support tied to high-profile or seasonal moments
• Other creative activation concepts that drive customer engagement and foot traffic
City-Business Partnership Model
City Business
• Grant funding
• Technical assistance
• Promotional support
• Coordination support
• Program oversight
• Activation concept
• Event hosting
• Customer promotion
• Documentation and outcomes
• Ongoing coordination with staff
Expected Outcomes
• Increased foot traffic and dwell time
• Stronger commercial corridor activity
• More organic social media visibility
• Support for local small businesses
• Scalable model for future corridor activation
• Increased local spending and potential revenue generation • Build long-term capacity for businesses to host future events and activations Participating Businesses
World Cup Amplified Activations
Dark Horse Lounge Con Azucar Café
Romos Café Dirty Bird Lounge
Strawhat Pizza Kora Pilates
San Marcos Restaurant Music Depot
Tang Jip Osorio Training Center
Dirty Bird Lounge Pearl’s Cafe
Storybook Puesto Market
SuperClub Restaurant
Impact Metrics World Cup
30+
Game showings across
participating businesses
50 - 80
Average customers at
major matches
+30%
Average increase in foot
traffic during watch parties
New
Customers
Grantees reported reaching customers who
had not previously visited businesses
Built for lasting impact
Grant funding supported reusable infrastructure, including TVs, projectors, sound systems, and other event equipment.
Participating businesses have continued using these investments to host events and customer activations beyond the World Cup.
Amplified Activations
Date Business Lead Activation
June 20 Con Azucar Grand Opening Fiesta
June 21 San Marcos Father’s Day Live Music
Aug 8 Kora Pilates Camp Foothill
Aug 8 Pearls Café Hayward Blvd. Art Walk
Sept 12 Music Depot MetalFest
Sept 19 Puesto Market Grand Opening and Community Fiesta Nov 6 Osorio Training Comedy for a Cause
Impact Amplified Activations
3000+
Attendees across
amplified activations
40+
Local vendors and
partners
400k+
Earned social media
views
7 Activations
More than events
Amplified activations extended economic activity beyond the host business by incorporating local vendors, performers, artists, food businesses, and neighboring businesses.
Activations ranged from live music and cultural celebrations to fitness, art, community markets, and business grand openings, creating new reasons for residents to visit Hayward’s commercial areas.
Lessons
Learned
1. Dedicated Support Strengthens Execution
Businesses benefited from hands-on planning and event
support. Providing dedicated event expertise can reduce the burden on businesses and City staff while improving
execution.
2. Impact Extend Beyond Geographic
Economic benefits extended across Hayward through vendors, performers, partners, and participating businesses.
3. Marketing Works Best as a Network
Events performed best when hosts, vendors, and partners all activated their own audiences.
4. Investment Builds Capacity
Grantees are increasingly hosting events independently after gaining experience and reusable infrastructure.
Next Steps
• Complete Remaining Activations
Support the final delayed events.
• Continue Measuring Impact
Collect post-event data from participating businesses,
including attendance, foot traffic, sales activity, customer reach, and other reported outcomes.
• Close Out the Pilot
Complete grant requirements and use final results and
lessons learned to inform the transition to Amplified 2.0. 16 Hayward Amplified 2.0 Program Framework(Oral Report Only)
DANIEL MAO, ECONOMIC DEVELOPMENT SPECIALIST
Hayward Amplified 2.0 Framework
City and
Consultant Led
Planning
Partner with
Businesses
Coordinated
Marketing
Activate
Throughout the
Season
Measure and
Build
Develop a
coordinated
event series
with a clear
strategy,
consistent
schedule, and
intentional
geographic
distribution to
maximize
corridor
impact.
Work closely
with local
businesses to
shape event
concepts that
meet their
needs and
provide event
production.
Implement a
unified
marketing
strategy for
full event
series to
maximize
reach and
attendance.
Produce 6-10
smaller scale
events
throughout
Spring and
Summer of
2027.
Track
attendance,
business
participation,
vendor
involvement,
promotional
reach, and
feedback.
Questions to the committee
1) Does the Committee support the proposed shift toward a consultantled model providing more comprehensive event planning, production, and marketing support?
2) Should Amplified 2.0 prioritize 6-10 smaller events designed for concentrated commercial area activation, or 3-4 larger scale events with broader audience and economic activity?
3) Are there elements of the proposed Scope of Services the Committee would like staff to strengthen, reduce, or prioritize before release of the RFP?
Next Steps
➢ November 2026
▪ Release RFP
➢ December 2026
▪ Seek Council Approval
➢ January 2027
▪ Onboard Consultant
➢ Spring/Summer 2027
▪ Amplified 2.0 Launch
Hayward Police Department Year-End Report
21 Committee Member/ Staff Announcements and Referrals
Hayward Police Department Year-End Report
22 Now Open For Business
Cơm Tấm Bros
June 6, 2026
28565 Hesperian Blvd
Mama Seoul
June 18, 2026
2619 Oliver Dr
Elegance Factory
August 22, 2026
925 B st
Lufts Indian Cuisine
August 28, 2026
24375 Southland Dr
Hayward Police Department Year-End Report
23 Coming Soon
Noypitz
704 Southland Mall
iniBurger
1057 B St
Mama Cho’s
22683 Main St
Jjamppong Zizo
702 A St
Hayward Police Department Year-End Report
24 Industrial Activity
Hayward Police Department Year-End Report
25 Industrial Activity
Hayward Police Department Year-End Report
26 Regional Marketing Efforts
Start Up World Cup East Bay Regional
September 10, 2026
Bay Area Manufacturing Conference
August 7, 2026
Hayward Police Department Year-End Report
27 Upcoming Events
October 9, 2026, 24123 Hesperian Blvd October 10, 2026, 1013 B St Hayward Police Department Year-End Report
28 Adjournment