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Council to consider how to spend remaining ARPA funds set aside for business development
City of Turlock

The City of Turlock has $150,000 of American Rescue Plan Act funding that was earmarked for business development programs and the City Council will decide at their next meeting exactly how to spend it.

In 2021, the City Council set aside $1 million in ARPA funds for business development programs intended to support Turlock businesses.

The city utilized $575,000 of the $1 million towards the RAD Card digital gift card and consumer shopping program, which allowed Turlock residents to purchase digital funds to spend at participating local businesses. The program operated as a consumer matching program, where the city matched consumer purchases dollar-for-dollar. Shoppers were able to utilize these funds at participating Turlock businesses. The city ceased participation in the program due to administrative inefficiencies and ongoing technical challenges associated with the program platform, according to the city staff report.

The city allocated $425,000 toward the Turlock Business Development and Assistance program, including $100,000 for a consultant to administer the program and $325,000 in grant funding for eligible businesses. Participating businesses were eligible to receive up to $3,500 to support social media and Google advertising campaigns aimed at increasing consumer traffic and sales for Turlock businesses. The program received 72 grant applications, of which 23 businesses successfully completed the program and received the full grant amount of $3,500. The remaining participating businesses experienced technical challenges related to setting up advertising accounts or accessing their existing social media and Google Ads accounts, which contributed to a low completion rate and reduced the program's overall success, according to city staff reports.

At the conclusion of the program, approximately $150,000 remained in business development funds.

City staff will present a number of proposed programs, including:

  • Discover Turlock for the Holidays 2026 Campaign ($25,000) — A geo-fencing marketing campaign designed to promote shopping in Turlock, highlight community events, and increase visitor traffic to local businesses during the holiday season.

The City of Turlock's Discover Turlock for the Holidays 2025 Campaign is considered a successful business development and marketing initiative. Strategic geo-fencing campaigns are effective tools to increase consumer awareness, drive visitation, and support local business activity, particularly during the critical fourth quarter retail season. From Oct. 14, 2025 through Dec. 31, 2025, the city implemented a targeted digital marketing campaign through Propellant Media, funded through the Economic Development Contract Services Account. The campaign focused on promoting local shopping, dining, and community events throughout Turlock.

  • Business Education Program — This program is designed to further educate existing Turlock businesses in key operational areas, including: E-commerce, marketing, artificial intelligence business solutions, social media marketing, business website development and optimization, and accounting and financial management.

Participating businesses would attend three City of Turlock Economic Development workshops. The City’s Economic Development team would coordinate both daytime and evening workshops between April 1 and Dec. 1, 2026. Each workshop would feature subject-matter experts and guest speakers for each topic area. Grant amount would be up to $2,500 per participating business (program available until funds are exhausted). If approved, staff would develop an enrollment application for interested businesses to fill out.

  • Small Business Safety & Lighting Reimbursement Grant Program — This program would provide financial assistance to eligible locally owned businesses to install shatterproof glass, safety glass, and/or LED lighting improvements. The program is intended to increase public safety, deter crime, and enhance lighting conditions for customers, employees, and surrounding neighborhoods. Maximum reimbursement per business would be up to $2,500 per participating business.

The City Council will meet at 6 p.m. Tuesday in the Yosemite Room at Turlock City Hall, 156 S. Broadway. The meeting is open to the public and can also be viewed on the city’s YouTube channel.