During the 2009-2010 fiscal year, the CWG was directed to bring the city's disparate marketing efforts together and ensure that resources are spent more efficiently. This included direction to: measure the return on the city's investment in marketing, pursue opportunities and new ideas to spur new investment, grow San José's identity as an innovator in emerging technologies, create vibrancy Downtown, encourage retail spending, and bring new business to the Airport.
The Mayor's March 2010 Budget Message also directed CWG members to present a budget for their City/RDAIAirport marketing allocation and an overview of their 2010-2011 marketing plan, to the group for review and
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