City of Tustin Main Street Digital Training Grant Program

The Tustin Cares program, offered by the City of Tustin in partnership with the Orange County-Inland Empire Small Business Development Center (SBDC), presents the Main Street Digital Training & Grant Program. This initiative aims to provide vital training and funding to retail businesses, home-based businesses, and nonprofits within Tustin, specifically targeting an increase in their social media presence and overall revenue. While not explicitly stating a "foundation mission alignment," the program's focus on local business development and recovery suggests an alignment with broader community economic well-being and resilience, particularly in the wake of financial hardships. The target beneficiaries of the Main Street Digital Program are for-profit commercially-zoned brick-and-mortar retail businesses, home-based businesses, and nonprofits physically located in Tustin. Eligibility criteria specify that businesses must have had an active Tustin business license since the first quarter of 2023, possess a minimum of 2 employees and no more than 25 full-time equivalent employees as of December 31, 2023, and be in good standing with the City. Businesses that have participated in previous Main Street Digital Programs are ineligible, but those that received alternative COVID-19 related funding, such as EIDL or PPP loans, are eligible. The program's priorities and focuses are squarely on digital presence and revenue generation for small businesses and nonprofits. The SBDC has developed a virtual training program specifically designed to assist businesses with "Creating a Digital Presence." This emphasis highlights the City of Tustin's strategic priority to empower local enterprises with the tools and knowledge necessary to thrive in an increasingly digital marketplace, thereby fostering economic growth and stability within the community. Expected outcomes and measurable results include an enhanced social media presence and increased revenue for participating businesses and nonprofits. The program's theory of change appears to be that by providing targeted digital marketing training and financial assistance, local businesses will be better equipped to reach customers, expand their operations, and ultimately contribute to the economic revitalization of Tustin. The requirement for businesses to certify financial hardship due to COVID-19 and the $500 grant amount, which cannot exceed the amount of lost revenue, also suggest an immediate goal of alleviating pandemic-related economic strain.