Last year, the Los Gatos Chamber of Commerce fought a pitched battle to win a top-up in funding out of remaining Covid-relief dollars, from $55,000 to $88,000.
This time around, Council was eager to show its support of new Executive Director Jennifer Lin, agreeing to maintain the higher level out of Town coffers—with the potential for more increases down the line.
And at Council May 7, Lin shared how proud she is of what her crew has been able to accomplish.
“We are planning to continue our multi-prong approach to destination marketing,” she said during the regularly scheduled meeting.
‘We might be the ideal spot’
—Jennifer Lin, responding to a question about making Los Gatos a hub for weddings
The program for the upcoming months includes social media managed by a dedicated employee; a print and digital destination guide; a You Belong in Los Gatos street pole banner series (in early summer); and the production and marketing of large-scale events that entice visitors with unique experiences.
“Some of these major events include, notably, the VIP experience for our wine walks, which we launched last month, and holiday cable car-style trolleys and Santa visits,” Lin said during public comment. “We have added, this past year, the kid and pet Halloween Paw-Looza, and a Valentine’s-themed sweethearts stroll.”
Vice Mayor Matthew Hudes brought up the possibility of selling Los Gatos as a place where people can host weddings and other multi-day ceremonies.
“We do think there’s definitely opportunity there,” Lin said. “And we think there’s other ways to draw in visitors for overnight.”
“We might be the ideal spot,” she said, explaining that adding a VIP tier to events can mean overnight stays make more sense.
Councilmember Maria Ristow asked what the Chamber would cancel if it dropped back down to the $55,000 funding level from the year before last.
Lin said the board has already been discussing this.
“If it was dropped down to $55,000, I think what we would do is cease to operate the physical Visitor Center and want to give that back to the Town,” she said.
Hudes made a motion to assign the Chamber $88,000 “with the intention to fund it from TOT in excess over the current budget,” but he said this includes the working to make Los Gatos more of a destination for weddings and other celebrations, as well as for wine-drinkers and VIPs.
The motion passed unanimously.
