PREPARED BY: KIERON SLAUGHTER DATE OF MEETING: 1/26/2026
SUBJECT:
TITLE
CONSIDER ADOPTING RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN PABLO ADOPTING THE MARKETING AND BRANDING PROJECT DELIVERABLES FROM TRIPEPI SMITH & ASSOCIATES AND DIRECTING STAFF TO INITIATE IMPLEMENTATION ACTIONS CONSISTENT WITH THE CITY’S ECONOMIC DEVELOPMENT STRATEGY TO INCREASE ECONOMIC DEVELOPMENT IN THE COMMERCIAL DISTRICTS OF SAN PABLO AND ENCOURAGE HOUSING DEVELOPMENT AND PRIVATE INVESTMENT
CEQA: This proposed action is not a project as defined by CEQA.
Label
CITY MANAGER RECOMMENDATION
Recommendation
Adopt Resolution
Body
Compliance statements
FY 2025-2027 Council Priority Workplan Compliance Statements:
Create City-Wide Economic Development Strategy and Implementation Plan in Consultation with SPEDC is an adopted policy item under City of San Pablo City Council Priority Work Plan FY 2025-27, effective April 7, 2025. This initiative is a goal outlined in the adopted Economic Development Strategy.
CEQA Compliance Statement
The resolution is exempt from environmental review under the California Environmental Quality Act in accordance with CEQA Guidelines Section 15378(B)(5) because it can be seen with certainty that there is no potential for causing a significant effect on the environment because the project solely involves administrative activity and does not authorize any construction or development activities. Any future construction or development activities will require a separate CEQA analysis at that time.
BACKGROUND
On June 17, 2024, the City Council adopted the City’s Economic Development Strategy (Strategy) via Resolution 2024-090. The Strategy included a detailed implementation plan, which divides the action items by short-term, mid-term, and long-term actions. One of the eight focus areas included Marketing / Image Enhancement.
On August 8, 2024, the City released a Request for Qualifications and Proposals (RFQ/RFP) to develop the City's Economic Development brand identity, a marketing strategy and placemaking plan, and provide marketing and branding services for the City. The City received fifteen (15) qualified proposals and after review and interviews, staff is of the opinion that Tripepi Smith & Associates ("Tripepi Smith") best demonstrates the experiences, expertise, and qualifications necessary to perform the services and requirements outlined in the RFQ/RFP.
On February 18, 2025, the City Council adopted Resolution 2025-034, authorizing the City Manager to enter into a Consulting Services Agreement ("Agreement") with Tripepi Smith in an amount not to exceed $150,000. The agreement is for approximately two (2) years, ending on June 30, 2026.
Marketing & Branding Project - Actions, Deliverables, and Impact
The City engaged Tripepi Smith to lead a comprehensive marketing and branding initiative aimed at elevating San Pablo’s identity, supporting economic development, and strengthening the visibility of our commercial districts. This effort aligns with Council priorities for business attraction, retention, and community engagement.
Actions Completed
• Conducted stakeholder interviews and community input sessions to capture perceptions and aspirations for San Pablo’s brand.
• Developed a refreshed brand identity, including logo concepts, color palette, and messaging framework tailored to the City’s economic development goals.
• Delivered a marketing strategy outlining digital, social media, and print campaigns to promote San Pablo as a business-friendly and culturally vibrant community.
• Created templates for outreach materials (e.g., brochures, social graphics) to ensure consistent branding across departments.
Importance of Defining San Pablo’s Image
A clear and compelling citywide identity is essential to enhance San Pablo’s image and competitiveness. This initiative also emphasizes giving each commercial district its own distinct identity and logo, reinforcing the unique character of corridors such as Rumrill Boulevard, San Pablo Avenue, and others. Individual branding for each district will help attract targeted investment and foster community pride. The adoption of the San Pablo Economic Development & Housing Division sub-brand and logo is critical to clearly differentiate this City division from the San Pablo Economic Development Corporation (SPEDC), ensuring that residents, businesses, and stakeholders understand the distinct roles and responsibilities of each entity while reinforcing the City’s leadership in housing and economic development initiatives.
Potential Impact
• Economic Development: A strong, cohesive brand positions San Pablo as a competitive destination for investment, helping attract new businesses and retain existing ones.
• Commercial Districts: Enhanced marketing and district-specific branding will drive foot traffic and consumer awareness, supporting local merchants and revitalization efforts.
• Community Engagement: Clear, consistent messaging fosters civic pride and strengthens connections between residents, businesses, and City programs.
• Regional Visibility: Professional branding elevates San Pablo’s profile within the East Bay and beyond, supporting partnerships and grant opportunities.
Future Implementation
• Close coordination with the San Pablo Economic Development Corporation (EDC) and commercial district partners such as Organización de Negocios Unidos to leverage Tripepi Smith’s work.
• Rollout of district-specific logos and marketing campaigns to reinforce unique identities.
• Exploration of formal Business Improvement Districts (BIDs) for each commercial corridor, consistent with best practices in economic development nationwide. These BIDs can provide sustainable funding for marketing, maintenance, and events, ensuring long-term success of the branding initiative.
FISCAL IMPACT
At this time, the fiscal impact of implementation cannot be precisely quantified, however, staff anticipates a modest budget allocation for the next budget cycle. Staff will monitor implementation and return to Council with budget recommendations if additional resources are needed.
ATTACHMENTS:
Att A. Resolution
Att B. Marketing and Branding Project Deliverables