Port of San Diego Revamps Sponsored Events Policy to Provide More Balanced Access

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Celebrate Independence Day at the Big Bay Boom!

Colorful fireworks light up San Diego Bay in a previous Big Bay Boom celebration.

The Port of San Diego Board of Port Commissioners has voted to amend the Port’s Tideland Activation Program (TAP) to increase event sponsorship opportunities and to provide a better balance of public access and support for public events at Port parks and venues. TAP is a sponsorship program through which the Port actively supports events that engage the community and inspire visitors to enjoy the San Diego Bay waterfront. Some free TAP events the public has grown to love include the Big Bay Boom, San Diego Bay Parade of Lights, South Bay Pride, National City Chamber of Commerce Bayside Brew and Spirits Festival, Symphony by the Sea, Crown City Classic, and more.

Event sponsorships have been offered at the Port in some capacity since the 1990s. TAP was formalized in 2014 through a board policy. A recent review of the program’s history showed that most activation events occurred in many of the same Port parks and were concentrated during similar months each year. This review also identified geographic limitations and infrastructure-related barriers, like access to nearby public transportation, that have impeded event organizers from applying to host special events at certain parks. Additionally, as the demand for sponsorship grew annually, all events – whether big or small – competed for limited sponsorship resources. 

“When the Port of San Diego was established in 1962, one of its main functions was to promote recreation along the waterfront,” said Chairman Rafael Castellanos, Port of San Diego Board of Port Commissioners. “We have successfully done that and would like to build on the success of the Tidelands Activation Program by making event sponsorship more balanced and accessible to all types of organizations.”

The TAP updates are centered on creating more balance on where and when events take place and to help manage competition for sponsorship resources. To achieve this balance, a fourth category - Expanded Access Events - will be added to the policy’s sponsorship opportunities. Each type of opportunity has a specific purpose:

• Expanded Access Events (new) – free community events in under-activated member city parks to better balance the number of special events held in these communities. Event types may include festivals, moving events like a family fun run, car shows, and others. 
• Business Negotiated Events – supports production of prominent events with national recognition and/or positive direct or indirect economic benefit to the waterfront, its tenant businesses, and the San Diego region. Big Bay Boom and the Holiday Bowl Parade are examples of Business Negotiated Events.
• Civic Events – allocates an equal amount of sponsorship to each Port member city (Chula Vista, Coronado, Imperial Beach, National City, and San Diego) to support special events of their choosing. The events must be free and open to all ages.
• Community Events – supports production of events put on by eligible non-profits with free admission and open to all ages.

Special events bring communities together, create memories and long-lasting social ties. The Port looks forward to helping create new experiences and opportunities for all who live, work, and play around San Diego Bay.