Santa Clara unveils new logo, slogan ahead of Super Bowl LX, FIFA World Cup

Where The Mission Meets The Moment that s the message Santa Clara hopes to convey when the Super Bowl and the FIFA World Cup come to Levi s Stadium next year The city unveiled the slogan last month in hopes of cementing Santa Clara s place on the global stage as it prepares to host two of the biggest events in sports While hundreds of thousands of fans will flock to the city in for both events the greater part of the fanfare around the games is expected to take place in San Francisco and San Jose Related Articles Anyone calling Bad Bunny un-American necessities a geography lesson No Taylor Swift did not turn down the Super Bowl halftime show Trump advisor suggests ICE could be present at Super Bowl LX at Levi s Stadium Bad Bunny to perform Super Bowl LX Halftime Show Santa Clara signs off on Super Bowl LX reimbursement agreement for the estimated million cost of hosting the big challenge Santa Clara has struggled to capture the attention of the nation since the San Francisco ers moved from Candlestick Park to Levi s Stadium in NFL broadcasts often pan to sweeping views of the Golden Gate bridge or San Francisco s picturesque skyline when fading in and out of commercial breaks And when the Super Bowl came to town in San Francisco played host to the week-long NFL Experience along its downtown Field Street while San Jose hosted the opening night media circus at the SAP Center Both cities are expected to reprise those roles in Santa Clara is not mentioned a lot even though we are the host because the reality is that it s the Bay Area games and a lot of the marketing for others really talks about the Bay Area City Manager Jovan Grogan mentioned at a Sept council meeting One of the things we heard from the City Council and the group is we want Santa Clara represented This campaign this logo and slogan is a way to do that City personnel hope the slogan and the accompanying logo help rally pride in the district and become a lasting part of Santa Clara s identity Where The Mission Meets The Moment draws on the city s moniker as the Mission City a reference to the Mission Santa Clara de As s on Santa Clara University s campus It s one of Spanish missions in California erected in the th and early th centuries The city came up with several slogans that they revealed missed the mark including From Every Corner We Come Match On World All Plays Lead Here Gather Here Go Far and All The World Our Stage Several notable landmarks and key parts of the city s identity are superimposed across the word mission in the logo like the Central Park Pavilion a microchip Levi s Stadium the city s Peace Rose and a child kicking a soccer ball The logo and slogan were developed in conjunction with Z Agency an Oregon-based marketing firm for a cost of During the Sept meeting Councilmember Suds Jain referencing one of the council s guiding principles of ensuring event expenses are reimbursed for the Super Bowl and World Cup raised questions about who would pay for the logo and slogan s progress and any merchandise it would be placed on Measure J the ballot initiative that Santa Clara voters passed in that approved the stadium prevents the city from dipping into the general fund for expenses related to the stadium or its events The Bay Area Host Committee a nonprofit leading the charge in bringing sporting events to the region will cover event expenses for both the Super Bowl and the World Cup In an interview Jain explained he wants to see consistency particularly from Mayor Lisa Gillmor and Vice Mayor Kelly Cox who have raised concerns about the solidity of the agreements the city struck with the the Host Committee Cox did not respond to a request for comment Here she s holding the Host Committee accountable for every penny and she s questioning whether the Stadium Authority can cover these expenses meanwhile she s happy to spend money on initiatives that she deems to be significant Jain noted critically of the mayor He added that the city is expected to make a lot of money through its hotel tax which Jain believes should be able to justify us spending general fund money on the Super Bowl and World Cup During the last Super Bowl the city allocated million for events for residents with the goal of recouping that via private fundraising that largely never materialized Ultimately Jain noted he wants the city to be transparent about planning for these types of events and come up with ideas that will benefit the city in the future If the city of Santa Clara were to spend money on building a tourism industry long-term like setting up historical walking tours I think would be a fabulous thing for the city of Santa Clara to do he explained City spokesperson Janine De la Vega revealed in a report that expending general fund money on the logo and slogan doesn t violate Measure J noting that it is intended first and foremost for our residents The goal is to bring the public together building pride belonging and a shared sense of ownership as the city prepares to host the global events she commented While the campaign will naturally have external visibility its true purpose is internal to empower residents businesses and locality groups to see themselves as ambassadors for Santa Clara during the major events Gillmor disagreed with Jain s characterization of the money being expended on the logo and slogan She explained the cost of running an event at Levi s Stadium is different than the city spending money on marketing itself In Santa Clara underwent a similar effort that produced its current tagline The Center of What s Realizable Hosting a Super Bowl and World Cup it guarantees attention but it doesn t guarantee that Santa Clara will get the credit or the benefit from the games in our city she noted Marketing is more than ads it s creating the habitat where we can maximize the economic activity for these events The mayor who sits on the council s economic evolution and marketing committee reported they are working on creating events that our families and our residents can enjoy such as night markets cultural festivals and youth sports exercises surrounding the major sporting events We want to make sure people are part of this Gillmor announced San Jose has embarked on its own campaign to take advantage of the influx of visitors while also catering to its residents who can t afford the hefty cost of a ticket Despite fiscal challenges the city allocated million in the last budget for programs around the events More than million of that fund will go to society safety costs and the rest will help put on concerts drone or light shows and more than watch parties The San Jose Sports Authority is also expected to leverage dollars from local businesses for additional events City spokesperson Carolina Camarena disclosed that San Jose is looking to maximize the near-term economic impact of these events We want to ensure a longer-lasting positive impression of San Jose as a destination for visitors and companies to return to in future years she revealed in a announcement Economic evolution is a long-term endeavor and is an major strategy to generating revenue to fund ongoing city services For Santa Clara Councilmember Karen Hardy who already has placed a sticker with the new logo on the back of her truck the city requirements to do the best we can with limited information to showcase who we are But at the end of the day numerous of these efforts she stated should be about the residents It s nice that we re bringing in the world and showing them who we are she noted When they pack up and go home it s all about us who live here