City of Tustin Main Street Digital Training and Grant Program

The City of Tustin, through its Tustin Cares program, is offering the Main Street Digital Training and Grant Program (Main Street Digital Program) in collaboration with the Orange County Inland Empire Small Business Development Center Network (OCIE SBDC). This initiative aims to provide training and funding to local retail businesses, home-based businesses, and nonprofits, collectively referred to as "Businesses," that are looking to enhance their social media presence and/or increase revenue. This program aligns with a broader mission of supporting local economic growth and resilience, particularly for entities impacted by external factors such as COVID-19, as indicated by the allowance for businesses not in good standing due to pandemic-related issues. The target beneficiaries of the Main Street Digital Program are retail businesses, home-based businesses, and nonprofits physically located in Tustin. These entities must also possess an active Tustin business license since the first quarter of 2023 and have a minimum of two employees, including owners, and no more than twenty-five full-time equivalent employees as of December 31, 2023. Certain businesses are explicitly excluded, such as cannabis-related businesses, gambling facilities, adult entertainment businesses, massage parlors, largely cash-based businesses, and residential or real estate projects including short-term rental operators. The program's impact goals center on empowering these eligible businesses to improve their digital marketing capabilities and ultimately boost their financial performance. The program's priorities and focus areas are clearly on digital transformation and revenue generation through enhanced social media presence. By offering training, the program aims to equip businesses with the necessary skills to navigate the digital landscape effectively. The grant component provides crucial financial support, enabling businesses to implement these new strategies. This focus reflects a strategic priority to modernize local businesses and help them adapt to contemporary market demands, thereby strengthening the local economy from within. Expected outcomes include a significant increase in the social media presence of participating businesses and a measurable improvement in their revenue. While specific metrics for "measurable results" are not detailed beyond "increase their social media presence and/or revenue," the implicit theory of change is that by providing targeted training and financial assistance for digital marketing, businesses will become more competitive, attract a wider customer base, and achieve sustainable growth. The program's success will likely be evaluated based on the number of businesses trained, the grants disbursed, and the reported improvements in their digital engagement and financial health.