Urbanowski: Teamwork amplifies arts, culture and entertainment

The Arts Will Play In 2026! is a cooperative marketing program created to enhance San Jose’s branding and economy through the promotion of arts and cultural events and activities.

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’s Basketball Regional Championships and the FIFA World Cup.

The Arts Will Play In 2026! demonstrates how collaborations between the city’s destination marketing partner, Visit San J0se, and arts organizations can uplift our city’s 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.

It’s made possible by the city’s Office of Cultural Affairs. The pilot program’s efforts leverage Visit San Jose’s extensive network and expertise to expand visibility of 12 specific cultural events in 2026 and amplify San Jose’s unique identity. It also attracts regional and destination visitors and supports the city’s economic growth by promoting its vibrant cultural experiences as a destination.

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.

Some of these events have already taken place, and some are yet to come. Coming up next is the third annual AAPI Playwright Festival, produced by Contemporary Asian Theater Scene (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.

The evening is a celebration of new voices, fresh perspectives and stories that inspire connection, understanding, laughter and reflection. It reflects CATS’ mission to celebrate and elevate AAPI voices through the performing arts and strengthen community through storytelling.

“As a nonprofit arts organization, it’s rare to have access to a marketing campaign of this scale,” Leianne Lamb of CATS said. “Visit 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’s arts and cultural community.”

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 in the U.S. and the stories of the Japanese American, Chinese American and Filipino American communities that helped shape our region. It’s offered in partnership with the Japanese American Museum of San Jose.

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 by Opera San Jose at the city’s Municipal Rose Garden, with performances by the Opera San Jose Orchestra and singers on a perfect June summer night.

“Partnering with Visit San Jose was genuinely one of the smoothest collaborations we’ve experienced,”  Shawna Lucey, general director & CEO of Opera San Jose, said. “Their 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.”

In February, the San Jose Museum of Art’s (SJMA) Lunar New Year event also participated in the program.

“SJMA partnered with Visit San Jose on a marketing campaign for SJMA’s annual Lunar New Year celebration, with a focus on becoming a member of the museum,” Melanie Samay, director of marketing and communications, said. “It was a resounding success with a 30% increase from last year’s 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. ”

The Arts Will Play In 2026! will continue to promote the Levitt Pavilion Concert Series, which brings free music to St. James Park on Sundays in July and August. And of course, San Jose Jazz Summer Fest Aug. 7-9.

Check out all the arts and cultural events in San Jose this summer at sanjose.org.