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The Arts Will Play In 2026! is a cooperative marketing program created to enhance San Jose\u2019s branding and economy through the promotion of arts and cultural events and activities.<\/p>\n
From musical productions to art exhibits to film festivals and more, this opportunity supports the marketing and promotion of arts and culture programs and events that draw visitors to San Jose in 2026. Our region has been hosting major sports events that have included Super Bowl 60, the NCAA Men\u2019s Basketball Regional Championships<\/a> and the FIFA World Cup<\/a>.<\/p>\n The Arts Will Play In 2026!<\/a> demonstrates how collaborations between the city\u2019s destination marketing partner, Visit San J0se<\/a>, and arts organizations can uplift our city\u2019s cultural identity and attract visitors to attend activities and events that have a measurable, positive economic and cultural impact on the city. This cooperative program is providing expertise, online promotion and marketing support that would typically be well out of reach to local arts organizations.<\/p>\n It\u2019s made possible by the city\u2019s Office of Cultural Affairs<\/a>. The pilot program\u2019s efforts leverage Visit San Jose\u2019s extensive network and expertise to expand visibility of 12 specific cultural events in 2026 and amplify San Jose\u2019s unique identity. It also attracts regional and destination visitors and supports the city\u2019s economic growth by promoting its vibrant cultural experiences as a destination.<\/p>\n The success of this pilot will hopefully inspire an ongoing annual marketing cooperative, funded by the city, to use this collaborative muscle in future years.<\/p>\n Some of these events have already taken place, and some are yet to come. Coming up next is the third annual AAPI Playwright Festival<\/a>, produced by Contemporary Asian Theater Scene<\/a> (CATS) on July 11, at 7:30 p.m. at the San Jose Stage. This one night-only festival features six original short plays by emerging and established AAPI playwrights, performed by 15 Bay Area actors under the direction of an outstanding team of directors.<\/p>\n The evening is a celebration of new voices, fresh perspectives and stories that inspire connection, understanding, laughter and reflection. It reflects CATS\u2019 mission to celebrate and elevate AAPI voices through the performing arts and strengthen community through storytelling.<\/p>\n \u201cAs a nonprofit arts organization, it\u2019s rare to have access to a marketing campaign of this scale,\u201d Leianne Lamb of CATS said. \u201cVisit San Jose has been an incredible partner. Their team has been responsive, collaborative and deeply invested in helping us reach new audiences. This campaign is introducing thousands of people to the AAPI Playwright Festival, while shining a spotlight on the richness of San Jose\u2019s arts and cultural community.\u201d<\/p>\n This year the festival is expanding into a weekend celebration of AAPI arts and heritage. On July 12, there will be a guided Japantown Cultural District Walking Tour exploring one of only three remaining historic Japantowns<\/a> in the U.S. and the stories of the Japanese American, Chinese American and Filipino American communities that helped shape our region. It\u2019s offered in partnership with the Japanese American Museum of San Jose<\/a>.<\/p>\n The cooperative marketing program support for the AAPI Playwright Festival follows a similar model used to promote earlier events such as the wildly successful Opera in the Rose Garden<\/a> by Opera San Jose<\/a> at the city\u2019s Municipal Rose Garden, with performances by the Opera San Jose Orchestra and singers on a perfect June summer night.<\/p>\n \u201cPartnering with Visit San Jose was genuinely one of the smoothest collaborations we\u2019ve experienced,\u201d\u00a0 Shawna Lucey, general director & CEO of Opera San Jose, said. \u201cTheir support helped us bring Opera in the Rose Garden to nearly 3,000 people, completely free, with a full orchestra and a joyful tribute to the Three Tenors. That kind of reach is transformative for Opera San Jose, and the Visit SJ team made the whole process easy and effective every step of the way.\u201d<\/p>\n In February, the San Jose Museum of Art<\/a>\u2019s (SJMA) Lunar New Year event also participated in the program.<\/p>\n \u201cSJMA partnered with Visit San Jose on a marketing campaign for SJMA\u2019s annual Lunar New Year celebration, with a focus on becoming a member of the museum,\u201d Melanie Samay, director of marketing and communications, said. \u201cIt was a resounding success with a 30% increase from last year\u2019s attendance. We had four new members join onsite, with three renewals onsite. We had 18 members join our members-only hour, which is a great success as well. \u201d<\/p>\n The Arts Will Play In 2026! will continue to promote the Levitt Pavilion Concert Series<\/a>, which brings free music to St. James Park on Sundays in July and August. And of course, San Jose Jazz Summer Fest<\/a> Aug. 7-9.<\/p>\n Check out all the arts and cultural events in San Jose this summer at sanjose.org.<\/a><\/p>\n Alexandra Urbanowski is CEO of SV Creates, the state and county designated arts service organization and local arts agency for Santa Clara County. She serves on the leadership committee for the California Coalition of County Art Agencies and is on the board of the statewide arts advocacy organization California for the Arts\/California Arts Advocates. Her columns appear every first Wednesday of the month. Contact Alexandra at [email\u00a0protected]<\/a>.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n