ARTICLE
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce Two Days of Discovery and Regional Insights On September 11th and 12th, the Chamber led nearly 40 business and community leaders and elected officials on our Community Leadership Visit (CLV) to San Jose and Santa Clara. The goal: to gather practical strategies for welcoming the surge of visitors expected for the 2026 Super Bowl and FIFA World Cup and to bring home new ideas for strengthening Santa Cruz County’s economy and visitor experience. Our trip began at San Jose’s Diridon Transit Station with a tour led by the station's namesake, Rod Diridon, Sr., widely known as the father of modern transit in Silicon Valley. Rod shared how the region has invested in expanded transit connections and is working to move large numbers of people quickly and efficiently, encouraging us to consider opportunities for public transportation investment in Santa Cruz County. At San José Mineta International Airport (SJC), our group received a presentation about how the airport is preparing to welcome visitors from around the world during the 2026 Super Bowl and World Cup. We also learned about how strategic partnerships help create a seamless welcome for visitors by including local small businesses in new shops and restaurants in the airport terminals. Finally, our tour of the airfield and airport left us with insight into how the airport is scaling to meet the demands of increased visitors to the region. Another highlight of the trip was a meeting with San Jose Mayor Matt Mahan, who shared his perspective on how the City is working to activate community spaces to encourage visitors to participate not only in the large-scale sporting events, but all that their City has to offer. Lessons in Placemaking and Destination Marketing Our delegation was particularly inspired by a panel discussion with Laura Chmielewski, Vice President of Marketing and Communications at Team San Jose, and Michael Lomio, Downtown Manager in the Office of Economic Development & Cultural Affairs at the City of San Jose. The panel was expertly moderated by Leah Toenskoeitter, President & CEO of the San Jose Area Chamber of Commerce. The conversation focused on destination marketing, placemaking and wayfinding, and creating vibrant entertainment districts, offering inspiration for our Santa Cruz area leaders as we consider how to activate our own business and community spaces for our local residents while also encouraging travelers to consider Santa Cruz County during their visits for the 2026 sporting events in the Bay area. Learning from Major Attractions The visit also featured tours of Tech CU Arena and California’s Great America, where leaders explained how they plan for large-scale events and visitor surges. These tours once again invited us to imagine new ways to welcome and engage visitors locally. Voices from the Trip Participants emphasized how valuable the trip was for both ideas and relationships. Their reflections capture the energy and purpose of the visit. Reflecting on the experience, Chris Murphy, SVP of Franchise Development for the Golden State Warriors and President for the Santa Cruz Warriors noted, “I always love attending the Chamber’s CLV trips, and this experience in San Jose was amazing yet again. The entire agenda was action packed with relevant topics for Santa Cruz, delivered from key stakeholders in San Jose. I was able to learn a great deal about ways we can leverage ideas to benefit the Santa Cruz area local business community. On top of all the key learning, the networking and relationship building continues to be at the forefront of the strength of the Chamber’s CLV trips. The opportunity to strengthen relationships with leaders across both the private and public sectors is extremely valuable to all who attend. The entire visit was extremely detailed, thorough, and impactful thanks to the efforts by Kristen and the Chamber team. I am already looking forward to the next one!” Santa Cruz City Councilmember Sonja Brunner added, ”This Santa Cruz Area Chamber of Commerce Leadership Visit to San Jose and Santa Clara met and exceeded all expectations…Connecting Santa Cruz with the San Jose Diridon train station, San Jose Airport, San Jose Mayor Matt Mahon, UCSC Silicon Valley, Tech CU, Great America, San Jose Chamber of Commerce, and Visit San Jose inspired future partnerships, collaborations, examples and actions that can be explored between our cities and organizations.” Ross Guntert, Design Director and Senior Associate with Gensler shared, “The Community Leadership Visit was a great way to see how our neighbors in San Jose are preparing for major events and long-term growth. The behind-the-scenes tours at the airport and Diridon Station, plus time with Mayor Matt Mahan and the San Jose Chamber, sparked a lot of ideas for Santa Cruz. Huge thanks to Kristen, Duf, and the whole Chamber team for making it seamless and fun.” Finally, County Supervisor Justin Cummings remarked that the visit was “... a great opportunity to learn from our neighbors on the other side of the hill and think about ways we can partner to bring more revenue to our businesses especially during large events like the 2026 Super Bowl and 2026 World Cup that will draw people from around the world to our region.” Looking Ahead The Santa Cruz Area Chamber of Commerce continues to work with local business, elected officials, and community partners to consider how best to seize on the economic opportunities for our region as we head towards the Super Bowl and World Cup next year. We are looking forward to continuing the conversation and ensuring success for our locals and visitors alike. Future Community Leadership Visits The Santa Cruz Area Chamber hosts two Community Leadership Visits each year to learn from peer regions and bring back innovation and inspiration that benefit local businesses and residents. The next CLV is anticipated for Spring 2026. Individuals interested in future leadership visits can learn more at santacruzchamber.org or by contacting Executive Director Kristen Brown at kbrown@santacruzchamber.org.
By Kristen Brown, Executive Director, Santa Cruz Area Chamber of Commerce
Two Days of Discovery and Regional Insights
On September 11th and 12th, the Chamber led nearly 40 business and community leaders and elected officials on our Community Leadership Visit (CLV) to San Jose and Santa Clara. The goal: to gather practical strategies for welcoming the surge of visitors expected for the 2026 Super Bowl and FIFA World Cup and to bring home new ideas for strengthening Santa Cruz County’s economy and visitor experience.
Our trip began at San Jose’s Diridon Transit Station with a tour led by the station's namesake, Rod Diridon, Sr., widely known as the father of modern transit in Silicon Valley. Rod shared how the region has invested in expanded transit connections and is working to move large numbers of people quickly and efficiently, encouraging us to consider opportunities for public transportation investment in Santa Cruz County.
At San José Mineta International Airport (SJC), our group received a presentation about how the airport is preparing to welcome visitors from around the world during the 2026 Super Bowl and World Cup. We also learned about how strategic partnerships help create a seamless welcome for visitors by including local small businesses in new shops and restaurants in the airport terminals. Finally, our tour of the airfield and airport left us with insight into how the airport is scaling to meet the demands of increased visitors to the region.
Another highlight of the trip was a meeting with San Jose Mayor Matt Mahan, who shared his perspective on how the City is working to activate community spaces to encourage visitors to participate not only in the large-scale sporting events, but all that their City has to offer.
Lessons in Placemaking and Destination Marketing
Our delegation was particularly inspired by a panel discussion with Laura Chmielewski, Vice President of Marketing and Communications at Team San Jose, and Michael Lomio, Downtown Manager in the Office of Economic Development & Cultural Affairs at the City of San Jose. The panel was expertly moderated by Leah Toenskoeitter, President & CEO of the San Jose Area Chamber of Commerce. The conversation focused on destination marketing, placemaking and wayfinding, and creating vibrant entertainment districts, offering inspiration for our Santa Cruz area leaders as we consider how to activate our own business and community spaces for our local residents while also encouraging travelers to consider Santa Cruz County during their visits for the 2026 sporting events in the Bay area.
Learning from Major Attractions
The visit also featured tours of Tech CU Arena and California’s Great America, where leaders explained how they plan for large-scale events and visitor surges. These tours once again invited us to imagine new ways to welcome and engage visitors locally.
Voices from the Trip
Participants emphasized how valuable the trip was for both ideas and relationships. Their reflections capture the energy and purpose of the visit.
Reflecting on the experience, Chris Murphy, SVP of Franchise Development for the Golden State Warriors and President for the Santa Cruz Warriors noted, “I always love attending the Chamber’s CLV trips, and this experience in San Jose was amazing yet again. The entire agenda was action packed with relevant topics for Santa Cruz, delivered from key stakeholders in San Jose. I was able to learn a great deal about ways we can leverage ideas to benefit the Santa Cruz area local business community. On top of all the key learning, the networking and relationship building continues to be at the forefront of the strength of the Chamber’s CLV trips. The opportunity to strengthen relationships with leaders across both the private and public sectors is extremely valuable to all who attend. The entire visit was extremely detailed, thorough, and impactful thanks to the efforts by Kristen and the Chamber team. I am already looking forward to the next one!”
Santa Cruz City Councilmember Sonja Brunner added, ”This Santa Cruz Area Chamber of Commerce Leadership Visit to San Jose and Santa Clara met and exceeded all expectations…Connecting Santa Cruz with the San Jose Diridon train station, San Jose Airport, San Jose Mayor Matt Mahon, UCSC Silicon Valley, Tech CU, Great America, San Jose Chamber of Commerce, and Visit San Jose inspired future partnerships, collaborations, examples and actions that can be explored between our cities and organizations.”
Ross Guntert, Design Director and Senior Associate with Gensler shared, “The Community Leadership Visit was a great way to see how our neighbors in San Jose are preparing for major events and long-term growth. The behind-the-scenes tours at the airport and Diridon Station, plus time with Mayor Matt Mahan and the San Jose Chamber, sparked a lot of ideas for Santa Cruz. Huge thanks to Kristen, Duf, and the whole Chamber team for making it seamless and fun.”
Finally, County Supervisor Justin Cummings remarked that the visit was “... a great opportunity to learn from our neighbors on the other side of the hill and think about ways we can partner to bring more revenue to our businesses especially during large events like the 2026 Super Bowl and 2026 World Cup that will draw people from around the world to our region.”
Looking Ahead
The Santa Cruz Area Chamber of Commerce continues to work with local business, elected officials, and community partners to consider how best to seize on the economic opportunities for our region as we head towards the Super Bowl and World Cup next year. We are looking forward to continuing the conversation and ensuring success for our locals and visitors alike.
Future Community Leadership Visits
The Santa Cruz Area Chamber hosts two Community Leadership Visits each year to learn from peer regions and bring back innovation and inspiration that benefit local businesses and residents. The next CLV is anticipated for Spring 2026. Individuals interested in future leadership visits can learn more at santacruzchamber.org or by contacting Executive Director Kristen Brown at kbrown@santacruzchamber.org.