OUTREACH & ENGAGEMENT PLAN
2025 / 2026
HISTORIC PRESERVATION ORDINANCE AND
CITYWIDE HISTORIC CONTEXT STATEMENT
Prepared for The City of San Mateo Community Development Department Prepared by Rincon Consultants, Inc.
2 3
TABLE OF CONTENTS
PLAN OVERVIEW 3
COMMUNITY PROFILE 6
MUTUAL LEARNING & AWARENESS 12
PARTICIPATORY METHODS 14
MEASURING REACH 19
APPENDICES
APPENDIX A NETWORK LIST
APPENDIX B ENGAGEMENT LOG
APPENDIX C EVENT SUMMARIES
PLAN OVERVIEW
TABLE OF CONTENTS PLAN OVERVIEW
This Community Outreach and Engagement Plan supports the City of San Mateo’s (City) Historic Preservation Ordinance Update and Citywide Historic Context Statement. As part of Strive San Mateo General Plan 2040, Goal CD-5 of the Community Design and Historic Resources Element proposed seven policies and six actions to support the goal of preserving historic and culturally important resources to maintain San Mateo’s special identity and continuity with the past. The policies focus on designating, protecting, and supporting preservation of historical resources in San Mateo along with the development of affordable housing and supporting local businesses. The Historic Preservation Ordinance Update and Citywide Historic Context Statement are part of the implementation of Goal CD-5.
The topic of historic preservation has been a focal point of community interest in San Mateo, particularly during the adoption of Strive San Mateo General Plan 2040. Community members provided extensive input, underscoring a desire for greater clarity and involvement in how the City identifies and preserves historical resources. This interest intensified when the San Mateo Heritage Alliance prepared a nomination to list the Baywood Neighborhood as a historic district in the National Register of Historic Places. That application sparked widespread community discussion about the implications of historic district designations, at federal, state, and local levels, including questions about the impact on private properties and the broader community.
In response, the City’s Planning Division took immediate steps to increase transparency and public understanding. City staff hosted a community informational meeting to address questions and concerns, and expanded resources on the City’s Historic Resources webpage, including Frequently Asked Questions about the designation process, the local permitting process for potential historical resources, and the role of the California Environmental Quality Act in evaluating such resources.
Building on this momentum and the community’s expressed interest, the City is now moving forward with the Historic Preservation Ordinance Update and Citywide Historic Context Statement. Community outreach and engagement will continue to play a central role in shaping these efforts. City Council study sessions will be held to share engagement results and receive direction. Public feedback will directly inform the drafting of the ordinance and context statement framework, which will then be circulated for additional community review and input.
This Community Outreach and Engagement Strategy outlines the path forward to ensuring that the process remains inclusive, transparent, and responsive to community values and concerns around historic preservation in San Mateo.
ACTIONS TO DATE AND MOVING FORWARD
INTRODUCTION
Engagement Ecosystem Element What is in this Plan
Community Profile
A data-driven analysis using ACS and local
geospatial data to assess socioeconomic
conditions and tailor engagement efforts,
including language access and culturally
relevant programming. It also identifies key
barriers to participation and solutions.
z Population and
Demographic Data
z Language access
z Culture and Community
Context
z Barriers to participation
and solutions
Mutual Learning and Awareness
The project team facilitates reciprocal
education by ensuring accessible, jargon-free
communication and incorporating community
insights. This approach fosters transparency,
reduces misunderstandings, and strengthens
engagement.
z Learning Objectives
z Civic Education
Components
z Fact sheet
z Infographics
Participatory Methods and
Reciprocal Community Partnerships
A cycle of learning, acting, and reflecting
using qualitative and quantitative approaches
empowers community involvement, deepening
investment in outcomes and fostering stronger
support.
z Interactive Workshops
z Focus Groups
z Participatory Survey
z Interactive Online Time
Capsule
z Community-Based
Organization Coordination
z Resident Incentives for
Participation
Measuring Reach
Tracking engagement reach and effectiveness
through quantitative and qualitative
benchmarks allows for adaptive engagement
strategies that respond to evolving community
needs.
z Qualitative and
quantitative engagement
metrics (e.g. Participation
rates, demographic data,
feedback forms, team
debriefs)
Measuring
Reach
Community
Profile
Engagement
Ecosystem
Mutual Learning
& AwarenessReciprocal
Community
Partnerships
Participatory
Methods
4 5
OUTREACH & ENGAGEMENT PLAN
OUR STRATEGY FOR ENGAGEMENT
The City will implement an Engagement Ecosystem to create an inclusive engagement process that respects and amplifies community voices through interconnected methods. An Engagement Ecosystem is a community- first approach that strives to ground the planning effort in the realities of the community, fostering a sense of ownership and accountability among participants, and centering equity in all decisions. The table below summarizes each component and the contents of this Community Outreach and Engagement Strategy document. The approach emphasizes that community partners and their networks will participate in identifying neighborhood priorities and developing implementing strategies that reflect their lived experiences and aspirations for their communities.
PLAN OVERVIEW PLAN OVERVIEW
OUTREACH & ENGAGEMENT PLAN
6 7
COMMUNITY PROFILE
OUTREACH & ENGAGEMENT PLAN
This section provides an overview of the people who live, work, and frequent the city of San Mateo.
This community profile is not meant to be comprehensive. It is intended to provide a snapshot of the community to help build understanding on how to reach community members. This information also allows the project team to reduce barriers to participation by understanding community lifestyle needs.
San Mateo, located in the San Francisco Bay Area, boasts a rich history dating back thousands of years to its early inhabitants—the Ohlone people. The area’s mild climate and freshwater creek made it an ideal settlement. Residents continue to celebrate and enjoy the city’s greenery, with over 15 parks and green spaces available for exploration. The City’s commitment to sustainability and environmental stewardship is evident in its emphasis on green spaces and public transportation options that support an active culture outdoors.
San Mateo’s diverse population contributes to its unique cultural identity. While the city is heavily influenced by technology, healthcare, and education industries, it also maintains strong cultural ties that foster a sense of community. The annual San Mateo County Fair draws attendees from across the San Francisco Peninsula to honor the county’s history and celebrate events like Dia De La Feria and Farmworker Heroes Appreciation Day. The African American Library Advisory Committee has been active for over two decades and organizes events, such as Black History Month celebrations, Juneteenth festivals, and youth music recitals. Similarly, the Asian American Library Advisory Committee highlights the contributions of Asian Pacific Americans through author talks, music performances, and craft demonstrations, particularly during Asian Pacific American Heritage Month.
COMMUNITY PROFILE COMMUNITY PROFILE
OUTREACH & ENGAGEMENT PLAN
8 9
COMMUNITY NETWORKS AND
INTERESTED PARTIES
OUTREACH & ENGAGEMENT PLAN
The outreach and engagement strategy recognizes the importance of engaging both key decision-makers and a broad network of internal and external interested parties.
These individuals and groups play a critical role in shaping outcomes and supporting community participation. To further support implementation, Appendix A, Network list, provides detailed lists of specific individuals, agencies, and organizations involved in or affected by the project. These networks will act as valuable conduits to the broader community—helping to reach diverse populations, distribute information, and encourage meaningful participation.
COMMUNITY PROFILE COMMUNITY PROFILE
OUTREACH & ENGAGEMENT PLAN
Key Decision-
Makers
Agency
Interested Parties
External
Interested Parties
City CouncilCity Community
Development
San Mateo
Residents
Local Community-
Based Organizations
Business Owners
and Tenants
Housing Developers
Property Owners
Historic Preservation
Organizations
Planning Commission
California Office
of Historic Preservation
Housing Advocates
10 11
OUTREACH & ENGAGEMENT PLAN
COMMUNITY PROFILE COMMUNITY PROFILE
OUTREACH & ENGAGEMENT PLAN
WHO IS IMPACTED? REDUCING
BARRIERS FOR COMMUNITY
Based on the Community Profile, the Historic Preservation Ordinance and Historic Context Statement outreach and engagement will incorporate the following considerations into efforts throughout the project’s life as a collaborative effort between the consultant team and the City.
Barrier Solutions
Digital Divide With 1,910 households without
internet access, there is a digital
divide that could impact the
community’s ability to access online
resources and participate in digital
engagement initiatives.
; Connect with schools,
community centers, religious
groups, and libraries
to distribute physical
engagement materials.
Socio-
Economic
Factors
Community members living
below the poverty line indicate
economic hardships that might limit
participation in activities that require
financial resources, underscoring the
importance of free and convenient
programs. Economic pressures may
also limit access to transportation
and technology, essential for
engaging in community meetings or
digital platforms.
; Bring engagement to where
people already are.
; Offer stipends, meals, or
transportation assistance to
reduce participation costs.
; Align engagement with
community schedules –
evenings and weekends are
preferred.
; Provide wraparound support
like childcare, interpretation,
and hybrid participation
options.
Access to
Information
Limited educational resources
can hinder the community’s
understanding of the narrow topic
of historic preservation planning and
reduce their ability to participate
meaningfully in discussions and
decisions. The demographic data
showing that 58.3 percent of adults
over 25 have a bachelor’s degree or
higher and 88.3 percent have high
school education or higher suggests
a relatively educated populace,
which could be engaged through
more detailed educational programs
or initiatives that leverage their
educational background.
; Offer opportunities and
resources to residents who
wish to learn more.
; Document and share
learnings of engagement
efforts.
; Use clear language and define
terms that may be unfamiliar
to those not involved in
planning.
Lack of
Trust in
Government
Systemic racism in the United
States has caused lack of trust in
government institutions. San Mateo’s
population is 37.4 percent foreign-
born. Even if the City’s policies
and stances toward community
members of color are welcoming
and inclusive, the symbol of a
government institution may be
enough to deter participation.
; Work with community
organizations to get input
from residents who may feel
uncomfortable engaging with
City staff.
; Respect residents’ need for
privacy and confidentiality in
engagement methods.
Barrier Solutions
Language
Access
With a substantial Spanish-
speaking and Mandarin-
speaking population, language
differences can impede effective
communication and outreach,
limiting the involvement of
non-English speakers in crucial
discussions and decision-making
processes.
; Engagement materials will be
translated into Spanish and
Mandarin.
; Engagement events will
include interpretation for
Spanish and Mandarin
speakers.
Cultural
Diversity
The substantial Asian (27.2
percent), Hispanic/Latino (26.9
percent), and notable foreign-
born population (37.4 percent)
suggest the need for culturally
sensitive engagement strategies
and potentially multilingual
communication to ensure
inclusivity.
; Distribute information
through trusted voices and
organizations at frequented
areas and through multiple
platforms to increase visibility.
; Create communication that
is culturally appropriate and
resonates with the intended
audience.
Transportation The 1,932 households without a
vehicle might face challenges in
accessing physical locations for
community events or services,
emphasizing the need for
accessible public transportation
options or remote participation
methods.
; Hold events in areas that are
accessible by reliable public
transportation.
; Offer online participation
alternatives.
Disabilities Nine percent of the population
has one of the following
disabilities: hearing, vision,
cognitive, or ambulatory. They
may have trouble accessing
resources and participating in the
engagement process if there are
not accessible practices put in
place to ensure their inclusion.
; Ensure all engagement
formats and locations meet
ADA accessibility standards,
including physical access,
communication aids, and
inclusive design.
; Create welcoming
environments that
accommodate mobility
devices, support animals, and
caregivers.
12 13
MUTUAL LEARNING & AWARENESS
OUTREACH & ENGAGEMENT PLAN
PROJECT TEAM OBJECTIVES
Assess the challenges property owners may face in comply - ing with preservation regulation and determine barriers to participation.
Identify the people, places, and traditions that community members of San Mateo value most and why.
Develop recommendations for modifying the ordinance and creating a context statement based on community input
balanced with historic preservation considerations.
MUTUAL LEARNING & AWARENESS MUTUAL LEARNING & AWARENESS
OUTREACH & ENGAGEMENT PLAN
This project prioritizes mutual learning between the project team and the community, recognizing that engagement is
most effective when information flows in both directions.
By establishing clear learning objectives, we ensure that community knowledge informs the project, while project-related information remains accessible and transparent.
COMMUNITY OBJECTIVES
Differentiate between a historic context statement, historic preservation ordinance, and historic survey.
Understand why the City is updating the Historic Preserva- tion Ordinance and creating a Historic Context Statement and how it is relevant to them as individual property owners or renters.
Identify important people, places, and themes that have shaped their experience of San Mateo.
Evaluate trade-offs between regulation, preservation, and flexibility.
14 15
PARTICIPATORY METHODS &
RECIPROCAL COMMUNITY PARTNERSHIP
OUTREACH & ENGAGEMENT PLAN
This section outlines the methods and partnerships that will guide the engagement process for the Historic Preservation Ordinance and Historic Context Statement. Every engagement effort incorporates different levels of participation, from informing the community to empowering them to participate in the decision-making process. The following sections detail key project milestones with associated engagement activities and the preferred methods for each event.
PARTICIPATORY METHODS & RECIPROCAL COMMUNITY PARTNERSHIPS TIMELINE
OUTREACH & ENGAGEMENT PLAN
TIMELINE AND MILESTONES
INFORM
Provide unbiased
information to help
understanding and
education
OUTREACH
CONSULT
Get feedback on
analysis, choices,
and/or decisions
INVOLVE
Engage directly to
understand and
address hopes
and concerns
COLLABORATE
Partner at every
stage, from creating
options to identifying
preferred solutions
EMPOWER
The public
has decision-
making power
SPECTRUM OF COMMUNITY ENGAGEMENT
ENGAGEMENT
The outreach and engagement schedule aligns with key project milestones to ensure timely and meaningful community participation. The following table outlines the engagement and outreach opportunities associated with each milestone.
Project Milestone Outreach & Engagement
Ordinance/Historic Context
Statement Research and
Analysis
City Public Notification
Social Media
Website Update
E-Blast
Study Session
Focus Groups 1 and 2
Digital Time Capsule
Ordinance/Historic Context
Statement Preparation and
Development
Workshops 1 and 2
Social Media
Website Update
E-Blast
Fact Sheet
Focus Groups 3 and 4
Website Update
Workshop 3
Social Media
Website Update
E-Blast
Focus Group 5
Workshop 4
Social Media
Website Update
E-Blast
Public Review Process and
Implementation
City Public Notification
Social Media
Website Update
E-Blast
SUMMER
2025
FALL
2025
WINTER
2025
SPRING
2026
16 17
Methods Descriptions
Workshop 1: “What is
Historic Preservation?”
(In-Person)
Interactive time capsule exercise: Participants bring
or describe artifacts/memories that represent San
Mateo’s history to them
Basic education on historic preservation versus development regulations, and foundational preservation concepts (e.g. Mills Act, Historic District and Historic Properties locations)
Address common concerns (e.g., does historic designation status mean you cannot renovate your house?)
Workshop 2: “Telling Our
Story” (Virtual)
Participants contribute stories, places, and events
they believe define San Mateo’s identity
Re-introduce the concept of a digital time capsule where participants can submit photos, videos, and memories
“Letters to the Future” activity—attendees write about what they want future generations to remember about San Mateo
Explain the role of a Historic Context Statement in
preserving narratives
Workshop 3: “The Future of
Preservation” (Virtual)
Discussion on balancing preservation and modern needs,
addressing the concerns of groups like Less Red Tape
Presentations on how different historic preservation models work in other cities
Discussion on draft recommendations for the ordinance and context statement
Reflection on key themes that emerged from engagement
“Sealing the Time Capsule” activity—community members
submit their final input before the ordinance is drafted Workshop 4: “From Words
to Action” (In-Person)
Discussion on how to use the Historic Preservation Ordinance
Q&A: Navigating the Ordinance
Explain how to use City resources for implementation of the Ordinance
Methods Descriptions
Printed and Digital Fact Sheet
A clear, visually engaging resource covering
historic preservation basics
Addresses common misconceptions with
“Fact versus Fiction” sections
Interactive Online Time Capsule
A digital archive where community
members can submit stories, historical
photos, and reflections
Social Media Campaign
Regular prompts encouraging residents to
share historical photos or stories
Promotion of engagement events and
opportunities for the public to provide
feedback
OUTREACH & ENGAGEMENT PLAN
ENGAGEMENT ACTIVITIES ENGAGEMENT ACTIVITIES
OUTREACH & ENGAGEMENT PLAN
ENGAGEMENT ACTIVITIES
To help extend outreach, this project will provide accessible, informative materials in both digital and print formats. These resources will serve as a foundation for ongoing learning. A digital time capsule will allow the community to see their stories reflected in San Mateo’s evolving history, fostering a sense of ownership and connection.
San Mateo Through Time: Past, Present, and Future
The engagement methods will center on time capsules as a storytelling mechanism, allowing different groups to contribute their perspectives on San Mateo’s history, while reflecting on the changes they wish to see. This structure can create a participatory and reflective experience that helps build understanding of historic preservation.
INFORMATIONAL COLLATERAL AND DIGITAL OUTREACH
These workshops will provide foundational knowledge, dispel myths, and engage participants in interactive activities related to the project.
PUBLIC WORKSHOPS (TWO IN-PERSON, TWO VIRTUAL)
18 19
OUTREACH & ENGAGEMENT PLAN
ENGAGEMENT ACTIVITIES ENGAGEMENT ACTIVITIES
OUTREACH & ENGAGEMENT PLAN
ENGAGEMENT ACTIVITIES
Methods Descriptions
Group 1: Preservation
Cautious
Discussion around regulations and flexibility
Can historic preservation be reimagined to address
their concerns?
Group 2: Long-Time
Residents and Seniors
Stories from the past: What should future
generations know about San Mateo’s history?
What places have meaning to the community?
Group 3: Underrepresented
Communities
Identifying gaps in San Mateo’s historic narrative
How can the ordinance support cultural
preservation?
Group 4: Youth and Young
Adults
What does history mean to younger generations?
Feedback on creative engagement: digital
storytelling, social media contributions to the time
capsule
Group 5: Business Owners and
Development Community
Historic districts and small businesses: challenges
and benefits
Use and application of ordinance and context statement
These smaller, targeted discussions will ensure underrepresented voices are included and allow for deeper exploration of perspectives.
FOCUS GROUPS
MEASURING REACH
This plan is not a static document but an ongoing strategy that is reviewed and updated based on experiences and the changing circumstances of the city. The project team will evaluate the public engagement process on an ongoing basis to ensure that the program is as effective as possible in facilitating full and open access to the planning process and that all interested parties are given the opportunity to participate.
To assess whether engagement efforts are reaching diverse populations and to ensure equitable participation, the project team will incorporate voluntary demographic data collection at various engagement touchpoints. This data will be used to identify gaps in participation, tailor future outreach efforts, and improve accessibility.
QUANTITATIVE MEASURES
Quantitative measures provide a clear
picture of the reach of our engagement
efforts. By mapping the demographics of our
participants, we can identify which voices are
being heard the most. This helps us pinpoint
gaps in our engagement, uncover barriers to
participation, and determine where to focus
our future efforts.
QUALITATIVE MEASURES
Qualitative measures reveal whether
participants are responding well to our
engagement format and feel that their
voices are being heard. Insights into the
effectiveness of our approach can help us
identify areas of improvement and better
structure our efforts.
z Workshop Sign-In and Feedback Forms
z Focus Group Intake Form
z Digital Engagement Tracking
How will we collect demographic data?
The City will use both quantitative and qualitative measures to assess the effectiveness of the overall engagement program and specific strategies. 20 21
OUTREACH & ENGAGEMENT PLAN
MEASURING REACH APPENDICES
OUTREACH & ENGAGEMENT PLAN
QUANTITATIVE MEASURES
Measure Quantitative Measure Target Data Source
Participation
Rates
Workshop Attendance
At least 20 attendees
per workshop
Workshop sign-in
sheet & feedback form
Focus Group Attendance
8-10 attendees per
focus group
Focus group intake
Digital Time Capsule
At least 50
contributions
Digital platform
Social Media
At least 10 reactions
monthly
Social media analytics
Demographic
Data
Geographic
Representation
Statistically significant
number of responses
from each City Council
district
Digital survey tracking
Focus group intake
Workshop feedback
form
Age Representation
At least 10% of
participants from each
age group (18-24, 25-34,
35-44, 45-54, 55+)
Digital survey tracking
Focus group intake
Workshop feedback
form
Retention
Rates
Workshop Retention
30% return rate for
community workshops
Event attendance
tracking
Network Growth
Increase contact list by
10%
Event attendance
tracking
Network list
maintenance
QUALITATIVE MEASURES
Measure Content Data Source
Participation Feedback Insights into participant satisfaction, experiences, and suggestions for
improvement
Testimonials and quotes
from participants
Post-engagement
feedback
Project Team Evaluation Insights into the effectiveness of the implementation plan
Team debriefs
Internal meetings
APPENDICES
APPENDIX A NETWORK LIST
APPENDIX B ENGAGEMENT LOG
APPENDIX C EVENT SUMMARIES