AGENDA CAPTION:
Title
Receive a presentation regarding the city’s community brand.
Body
Meeting date: July 7, 2026
Department: Communications and IGR
Amount & Source of Funding
Funds Required: $80,000
Account or Project Number (C = CIP funds): Hotel Occupancy Tax
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Account Name: Click or tap here to enter text.
Fiscal Note:
Prior Council Action: The branding effort was initiated by the San Marcos City Council and discussed during Council visioning workshops in both 2024 and 2025. City Council discussed the logo as part of a broader effort to clarify the City’s identity and how San Marcos is represented.
City Council Strategic Initiative: [Please select from the dropdown menu below]
Quality of Life & Sense of Place
Economic Vitality
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Comprehensive Plan Element (s): [Please select the Plan element(s) and Goal # from dropdown menu below]
☒ Arts and Culture - Choose an item.
☐ Economic Development - Choose an item.
☐ Environment & Resource Protection - Choose an item.
☐ Housing + Neighborhoods - Choose an item.
☐ Land Use + Community Design and Character - Choose an item.
☐ Parks & Public Spaces + Health, Safety & Wellness - Choose an item.
☐ Transportation - Choose an item.
☐ Core Services
☐ Not Applicable
Master Plan: [Please select the corresponding Master Plan from the dropdown menu below (if applicable)]
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Background Information:
The City of San Marcos community branding initiative was directed by the San Marcos City Council and discussed during Council visioning workshops in both 2024 and 2025 as part of a broader effort to clarify the City's identity and how San Marcos is represented to residents, visitors, businesses, and prospective investment.
The City began the procurement process in late 2024 by issuing a Request for Proposals (RFP) for community branding services. In May 2025, the City entered into a contract with North Star Place Branding to lead a comprehensive branding process. The scope of work included market research, stakeholder education, community engagement, perception studies, brand strategy development, creative design, implementation planning, and a three-year marketing strategy.
The project officially kicked off in May 2025. In July 2025, the North Star team conducted an on-site visit that included a familiarization tour, interviews with key stakeholders, and focus groups to better understand the community's identity, values, and opportunities. Throughout the project, residents and stakeholders also had opportunities to participate through community surveys, workshops, and other engagement activities that informed the development of the proposed brand.
The project is funded through Hotel Occupancy Tax (HOT) revenues, which by state law must be used for tourism-related promotion and marketing activities. These funds cannot be used for core municipal services such as public safety, utilities, or infrastructure, and no resident property tax dollars are being used for this initiative. The total project budget is $80,000.
If the community brand is approved, implementation will occur through a phased approach. Updated logos and branding elements will be incorporated over time as existing materials, signage, vehicles, uniforms, and other assets are already scheduled for replacement or routine updates, minimizing additional implementation costs.
Council Committee, Board/Commission Action:
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Alternatives:
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Recommendation:
Staff recommends moving forward with implementation of the community brand as presented using a phased rollout approach.