6/23/2026 Item # 10
1 City of Santa Clara Public Hearing & Resolution of Formation J UNE 23, 2026SANTA CLARA TOURISM IMPROVEMENT DISTRICT (SCTID) RENEWAL 2 Tonight’s Purpose•Conduct the Public Hearing for the proposed Santa Clara Tourism Improvement District (SCTID) & Discover Santa Clara® (DMO) Renewal. •Receive final public testimony and consider any protests.•Consider adoption of the Resolution of Formation renewing the Santa Clara Tourism Improvement District and Discover Santa Clara® renewal for an additional 5-year term July 1, 2026 - June 30, 2031. 1 2
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renewal process Summary•Resolution of Intention approved by City Council on May 5.•Public Notices Completed.•Public Meeting and Protest held on June 9.•Close Protest Period at conclusion of Public Hearing.•Discover Santa Clara® and SCTID lodging businesses continue to work with City staff to advance the renewal process and finalize the Agreement to AdministerTonight’s Purpose:• Conduct the public hearing and City Council vote on Resolution of Formation for an additional 5-year term for the SCTID and the DMO through June 30, 2031. 4 Strong hotelier support for sctid renewal100% Assessed Hotels Submitted Petitions in Support of Renewal•11/11 SCTID Hotels Support Renewal.•Demonstrates Strong Industry Support for Renewal. 3 4
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SCTID: Existing vs. proposed Renewal REVIEW5-year term ending June 30, 2026.Initial assessment rate of 1.5%, increased to 2% in 2022.Applies to lodging businesses with 10+ rooms within a designated area of the City.Annual Budget: $3,565,000.Services: Convention Sales, Incentives & Services; Marketing & Administration.
EXISTING SCTID 5-year term beginning July 1, 2026.2% assessment, with the ability to increase up to 3% through Board and hotelier approval, in annual increments of up to 0.5%.Applies to lodging businesses with 10+ rooms within a designated area of the City. Expressly excludes short-term rentals.Projected Annual Budget: $4,048,000.Services: Marketing, Communications, and Convention Center & Partner Sales, and Administration.
PROPOSED SCTID RENEWAL
• Under the agreement and the 1994 Law, the City Council may approve the annual report as filed or modify it.• Any Board and hotelier approved rate adjustment, within the MDP maximum, flows through the annual report each year. 6 SCTID Renewal Timeline & remaining StepsDateActionStatusMay – June 2025Develop Renewal Management District Plan (MDP).August 2025 – April 2026Submit draft MDP to City staff for review, discussions, and final approval.April 2026Final MDP and Petition approved by City staffApril – June 2026Update & approve Agreement to Administer (Discover Santa Clara & City)April – May 2026Petition DriveMay 5, 2026City Council – Resolution of Intention No later than May 8, 2026Mail Notice of Public Meeting/Hearing June 9, 2026City Council – Public MeetingJune 23, 2026City Council – Public Hearing & Resolution of FormationJuly 1, 2026Renewed SCTID Begins –= C O MPLE TE D = I N PR O GR E SS
= PENDING
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Thank youWWW.DISCOVERSANTACLARA.ORG
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From: Lisa Baird
To: Clerk
Cc: Mayor and Council
Subject: Written comments for June 23 City Council Meeting Date: Thursday, June 11, 2026 10:43:01 AM
Attachments: June 23 City Council Meeting - SCTID Renewal Letter of Support.pdf You don't often get email from [email protected]. Learn why this is important Good morning,
I would like to submit the attached letter for the SCTID Renewal vote that will take place on June 23rd.
Please let me know if you need anything else or have any questions.
Best,
Lisa
--
Lisa Baird
Destination Strategy Director, Madden Media
[email protected]
| maddenmedia.com
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From: Santa Clara Fine Florals
To: Clerk
Cc: Mayor and Council
Subject: RE: Support for Discover Santa Clara contract renewal Date: Friday, June 5, 2026 2:42:14 PM
You don't often get email from [email protected]. Learn why this is important Dear Santa Clara City Council,
I am pleased to support the renewal of Discover Santa Clara's contract with the City of Santa Clara.
As the owner of Santa Clara Fine Florals, I have witnessed firsthand the positive impact Discover Santa Clara has on our local business community. Their efforts to promote tourism, events, and visitor engagement bring visibility, economic activity, and opportunity to businesses throughout our city. I have personally benefited from Discover Santa Clara highlighting my flower shop in Santa Clara.
Discover Santa Clara plays an important role in showcasing Santa Clara as a vibrant destination while fostering valuable partnerships between local organizations and businesses.
Their work contributes to a stronger local economy and helps create opportunities for businesses of all sizes to grow and succeed.
I fully support the renewal of Discover Santa Clara's contract and appreciate their dedication to promoting our community. I encourage the City Council to continue supporting their efforts and the important work they do on behalf of Santa Clara.
Sincerely,
Carole Evans
Carole Evans | Owner, Florist
Santa Clara Fine Florals LLC
3579 Benton Street
Santa Clara, CA 95051
O: +1.408.791.4874
[email protected]
www.scfineflorals.com
Santa Clara Fine Florals LLC distinguishes itself as a local, independent florist, separate from larger corporate entities.
From: Tara Hardesty
To: Clerk
Cc: Mayor and Council
Subject: Support for the Renewal of the Santa Clara Tourism Improvement District Date: Tuesday, June 2, 2026 1:55:33 PM
Attachments: DSC Support Letter.pdf
Some people who received this message don't often get email from [email protected]. Learn why this is important
Dear Mayor and Members of the City Council,
I am writing in support of the renewal of the Santa Clara Tourism Improvement District and the continued work of Discover Santa Clara.
As Owner of The Marketing Method Group, I have had the opportunity to work alongside the Discover Santa Clara team for many years. During that time, I have seen firsthand the positive impact they have on the city, its businesses, and the broader community.
What distinguishes Discover Santa Clara is its ability to bring people together. Their team is thoughtful, professional, and deeply invested in the success of Santa Clara. They have built strong relationships across the business community, local organizations, chambers, and city partners, serving as a trusted connector and advocate for the city.
Strong destination marketing is about more than attracting visitors. It is about creating awareness, building partnerships, supporting local businesses, and helping a community remain competitive. Discover Santa Clara consistently delivers on all these fronts. Their work strengthens Santa Clara's visibility while contributing to the economic vitality that benefits residents, businesses, and visitors alike.
In my experience, Discover Santa Clara is widely respected for both the quality of its work and the collaborative approach it brings to every partnership. The organization is an important asset to the City of Santa Clara, and I strongly support the renewal of the Tourism Improvement District so this work can continue.
Thank you for your consideration.
Tara
Tara Hardesty
Owner
The Marketing Method Group, Inc. (TMMG
)
415.652.1970
Click here to schedule a meeting.
From: Peter Gamez
To: Clerk
Cc: Mayor and Council
Subject: Support for the Santa Clara Tourism Improvement District Renewal Date: Tuesday, June 2, 2026 11:54:43 AM
Attachments: Outlook-45fqyfav.png
Outlook-qstzapeu.png
Discover Santa Clara Support Letter.pdf
Some people who received this message don't often get email from [email protected]. Learn why this is important
Dear Mayor and Members of the Santa Clara City Council, On behalf of Visit Oakland, I am writing to express our strong support for the renewal of the Santa Clara Tourism Improvement District (SCTID) as Discover Santa Clara enters the final stage of the renewal process before the City Council.
Tourism Improvement Districts have proven to be highly effective tools for driving visitation, supporting local hotels and businesses, generating economic activity, and enhancing a destination's competitiveness. As a destination marketing organization, we have seen firsthand the positive impact dedicated tourism funding can have on a community's economy and long-term success.
The SCTID has played an important role in strengthening Santa Clara's visitor economy, supporting local hospitality partners, and attracting meetings, conventions, sporting events, and leisure travelers. Renewing the district will help ensure that Santa Clara remains well- positioned to continue generating visitor spending and economic benefits for years to come.
Attached is a letter of support from Visit Oakland for your consideration. We respectfully encourage your support of the SCTID renewal and appreciate your commitment to the continued success of Santa Clara's tourism industry.
Thank you for your time and consideration.
Peter Gamez | President & CEO
Direct: 510-208-0526 | Cell: 415-606-8876
481 Water Street, Oakland, CA 94607
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From: Westfield Valley Fair
To: Clerk
Cc: Mayor and Council
Subject: Letter of Support for Discover Santa Clara - Council Meeting/Hearing on June 9, 2026 Date: Tuesday, June 2, 2026 9:36:52 AM
Attachments: WVF_Santa Clara Tourism Improvement District Renewal Support Letter_June 2026.pdf You don't often get email from [email protected]. Learn why this is important Hello,
Please see the attached letter of support for the renewal of Discover Santa Clara. It is intended to included in the packet for the upcoming hearing on June 9, 2026. Please let us know if you have any questions.
Thank you,
Team Westfield Vally Fair
Team Westfield Valley Fair
Segal Communications
segalcommunications.com
[email protected]
560 Pine St. San Francisco, CA 94108
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From: Taylor Amarante
To: Clerk
Cc: Mayor and Council
Subject: In Support Of Discover Santa Clara - Santa Clara Tourism Improvement District’s Renewal Date: Tuesday, June 2, 2026 1:18:43 AM
Attachments: Discover Santa Clara Renewal Letter.pdf
You don't often get email from [email protected]. Learn why this is important Good Evening,
Please accept this letter on behalf of my wife and I, lifelong residents of the city of Santa Clara, as a show of support for "Discover Santa Clara" during the Santa Clara Tourism Improvement District's renewal process. We are small business owners and we appreciate all DSC has done to help local businesses grow and attract new visitors and revenue.
Please use our letter if possible during public hearings. We will try to join live remotely to participate, but we have a 2 year old and the City Meetings usually run through bedtime. :)
Best Regards,
Taylor & Marianela Amarante
From: McPhail, Ariel
To: Clerk
Cc: Mayor and Council
Subject: Santa Clara Tourism Improvement District Renewal - Discover Santa Clara Date: Monday, June 1, 2026 10:42:03 AM
Attachments: image.png
image.png
Santa Clara Tourism Improvement District Renewal - Discover Santa Clara.pdf Some people who received this message don't often get email from [email protected]. Learn why this is important
Good Morning, Santa Clara City Council,
Please find a letter of support for Discover Santa Clara's upcoming TID renewal process. If you have any questions or if any additional information is needed, please let me know. Thank you! Have a THRILLING day!
Ariel McPhail
Regional Sales Manager – West Region
Book time to meet with me
From: Hurley, Kevin (SJCXJ)
To: Clerk
Cc: Mayor and Council
Subject: Support for Discover Santa Clara Renewal
Date: Friday, May 29, 2026 2:13:17 PM
Some people who received this message don't often get email from [email protected]. Learn why this is important
Greetings,
On behalf of Hyatt House Santa Clara, I am pleased to provide this note of support for Discover Santa Clara and its renewal process.
Hyatt House Santa Clara values the important role that Discover Santa Clara plays in promoting the destination, supporting local hospitality partners, and driving awareness of Santa Clara as a premier location for business, leisure, meetings, and events. The organization’s efforts help strengthen the local tourism economy and create meaningful opportunities for hotels, restaurants, attractions, event venues, and other businesses throughout the community.
We appreciate Discover Santa Clara’s continued partnership and its commitment to showcasing the city’s unique offerings. Its work to attract visitors, support destination marketing, and collaborate with local stakeholders is essential to maintaining Santa Clara’s competitiveness as a travel and meetings destination.
Hyatt House Santa Clara supports the renewal process and encourages the continued investment in Discover Santa Clara’s programs and initiatives. We believe this work provides meaningful value to the hospitality industry and the broader Santa Clara community.
Thank you for the opportunity to express our support.
Kevin Hurley
Area Vice President & General Manager
Hyatt House San Jose/Silicon Valley
75 Headquarters Drive, San Jose, CA 95134, USA
T +1 408 514 2840
www.hyatthousesanjosesiliconvalley.com
Hyatt House Santa Clara
3915 Rivermark Plaza, Santa Clara, CA 95054, USA
T +1 408 486 0800
www.hyatthousesantaclara.com
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From: Michelle Hernandez
To: Clerk
Cc: Mayor and Council; [email protected]
Subject: Renewal of the Santa Clara Tourism Improvement District Date: Friday, May 29, 2026 11:16:53 AM
Attachments: image001.png
Letter Discover Santa Clara_TID.docx
Some people who received this message don't often get email from [email protected]. Learn why this is important
Dear Honorable Mayor and Members of the City Council,
Please see the attached letter supporting Discover Santa Clara.
I look forward to seeing the city continue to support this amazing organization. As an employer and resident of Santa Clara, I see the economic impact it has on our great county.
Sincerely,
Michelle Hernandez
Complex Director of Sales and Marketing
This transmission is not a digital or electronic signature and cannot be used to form, document, or authenticate a contract. Hilton and its affiliates accept no liability arising in connection with this transmission. Copyright 2026 Hilton Proprietary and Confidential From: Emellia Zamani
To: Clerk
Cc: Mayor and Council
Subject: Support for Discover Santa Clara Renewal Process Date: Thursday, May 28, 2026 3:30:33 PM
Attachments: image001[16].png
CalTravel Discover Santa Clara letter.pdf
Some people who received this message don't often get email from [email protected]. Learn why this is important
Thank you for your consideration of the attached support letter.
Best,
From: Jeffrey Church
To: Clerk
Cc: Mayor and Council
Subject: Letter of Support- Discover Santa Clara Tourism Improvement District Renewal- June 9 Council Meeting Date: Thursday, May 28, 2026 2:55:55 PM
Attachments: Berkeley World Cup Logo.png
Visit Berkeley Letter of Support- Discover Santa Clara SCTID June 9, 2026.pdf Some people who received this message don't often get email from [email protected]. Learn why this is important
Good Afternoon Honorable Mayor Gillmor and Santa Clara City Council Members, On behalf of Visit Berkeley, the Destination Marketing Organization for the city of Berkeley, I would like to enthusiastically submit my letter of support for the June 9th City Council meeting for the renewal of Discover Santa Clara’s Tourism Improvement District.
Christine Lawson and the entire team at Discover Santa Clara’s dedication to destination marketing and stewardship is invaluable not only for your community, but the entire Bay Area region as well.
I humbly request that you vote yes to renew the Santa Clara Tourism Improvement District, and I will continue to cheer on Discover Santa Clara from Berkeley! --
Warm Regards,
Jeffrey Church | President & CEO
Visit Berkeley & Berkeley Film Office
2030 Addison St, #102 | Berkeley, CA 94704
510-549-7040
From: Thompson, Kevin
To: Clerk
Cc: Mayor and Council
Subject: Discover Santa Clara
Date: Thursday, May 28, 2026 9:46:41 AM
Attachments: image001.png
Some people who received this message don't often get email from [email protected]. Learn why this is important
City of Santa Clara — I am writing to express my strong support for Discover Santa Clara (DMO) and the outstanding work they do to promote our city. Without a doubt, this is one of the most exceptional teams I have had the privilege of working with in my 30+ years in the hospitality industry. Collaborating with Christine and her team to drive business into Santa Clara has been truly impressive.
As the Director of Sales and Marketing at the Santa Clara Marriott, it is vital to have a partner like Discover Santa Clara actively promoting the destination and attracting large, high-impact opportunities that generate meaningful revenue for our city.
Beyond their success in group business development, their marketing team is second to none—consistently partnering with the hotel community to create innovative initiatives that keep Santa Clara top of mind.
At the Santa Clara Marriott, we are incredibly grateful for our partnership with Discover Santa Clara and proud to work alongside such a dedicated and talented team.
We NEED them and truly appreciate our partnership.
KEVIN E THOMPSON | DIRECTOR – Sales & Marketing
Santa Clara Marriott
2700 Mission College Blvd, Santa Clara, CA 95054
T: 408.986.6692 M: 650.248.6006
marriotthotels.com
From: Schor, Fiona
To: Clerk
Cc: Mayor and Council
Subject: Support for TID Renewal
Date: Wednesday, May 27, 2026 5:43:00 PM
Some people who received this message don't often get email from [email protected]. Learn why this is important
Dear Mayor and Members of the City Council,
My name is Fiona Schor, Senior Marketing Manager at the Santa Clara Marriott, and I am writing to support the renewal of the Tourism Improvement District. Through our partnership with Discover Santa Clara, we have directly benefited from their creative efforts to drive visibility and demand to our hotel.
Initiatives such as giveaways, influencer partnerships, media events, cooking classes, blog features and so much more have brought meaningful exposure and new audiences to our property.
I would also like to recognize Christine, Ben, Zaina, and Katelyn. Their enthusiasm is inspiring, their out- of-the-box thinking and collaboration are truly impactful, and their efforts have been instrumental in our success at the Santa Clara Marriott.
I respectfully urge you to approve the TID renewal.
Sincerely,
Fiona Schor | Senior Marketing Manager
Marina del Rey Marriott & Santa Clara Marriott
T: 312.480.8002
From: Sumarna, Debbie on behalf of Fullmore, Nany
To: Mayor and Council
Cc: Lisa Gillmor; Albert Gonzalez; Fullmore, Nany; Sumarna, Debbie Subject: Letter of Support for TID Renewal
Date: Friday, May 1, 2026 2:20:50 PM
Attachments: Letter of Support for TID Renewal.pdf
Some people who received this message don't often get email from [email protected]. Learn why this is important
To whom it may concern:
Please find attached “Letter of Support for TID Renewal.”
Thank you,
NANY FULLMORE | GENERAL MANAGER
Santa Clara Marriott
D: 408.970.6101
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