It’s a three-part plan to revitalize the region’s film and television industry by creating a Film Commission, operating a full-service County Film Office, and launching the SDVibe Rebate Program to attract new productions and support local hiring.
Local workers, small businesses, production crews, creative professionals, training programs, and San Diego communities at large. The initiative brings jobs, spending, and long-term industry investment to the region.
SDVibe (San Diego Visual Incentive for Broadcast and Entertainment) is a rebate program that returns up to 35% of qualified expenses to productions that meet local hire, equity, city, and branding criteria. It is designed to keep film dollars circulating in the local economy.
No. SDVibe is a performance-based rebate. Productions must spend money locally and meet eligibility requirements before receiving any funds. It’s a tool for eonomic development—not a blank check.
The plan is structured for modest initial investment by the County, offset by economic return. Rebate payments are capped and carefully managed, and operational costs are tied to measurable community impact. A strong return on investment is built into the model.
Yes. Cities can choose to participate in the initiative by aligning with the permitting structure and, optionally, offering SDVibe bonus tiers (e.g., Founding City bonus). Participation enhances regional coordination but remains voluntary.
Regions like Georgia, New Mexico, and New York have built booming film economies using similar structures—combining rebates, centralized film offices, and proactive branding. San Diego is uniquely positioned to join their ranks.
AI is rapidly advancing, and yes—some forms of video production are now being generated entirely through artificial intelligence. But that doesn't mean real film work is going away. In fact, it means we need to act now to protect it.
AI will likely divide the industry into two tracks: synthetic content, created quickly and virtually, and human-centered, location-driven storytelling. The latter still requires real crews, locations, sets, costumes, and skilled workers.
Authenticity still matters. Commercials still want real backdrops. Directors still want practical lighting. And most productions still need people to bring it all together.
The San Diego County Film Initiative positions us to be competitive in this new era. We're not trying to compete with AI content—we're creating a safe, strong ecosystem for real jobs and real productions.
If adopted, the Commission would be seated within 90 days, the Film Office staffed and operational by Month 6, and SDVibe rebates would launch within the first year. Pilot projects could begin within the first 8–12 months.
Sign the petition, contact your elected officials, attend public meetings, share the campaign, or join the coalition. Visit the Take Action page to get started.
Still have questions? Meet with one of us at our next meetings
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