The San Diego County Film Initiative is a forward-thinking plan designed to transform our region into a premier destination for film and television production, creating substantial economic benefits and boosting local employment.
A powerful new regional movement is underway to establish San Diego County as a premier destination for film, television, and digital media production. Backed by a growing coalition of labor unions, public agencies, small businesses, and industry leaders, the proposed San Diego County Film Initiative aims to create jobs, attract investment, and expand opportunity for local workers, local businesses and communities.
The plan outlines the creation of three key components:
Together, these components form a comprehensive strategy to grow San Diego County's creative economy, retain talent, and ensure that the benefits of production stay rooted in the community.
"This initiative is not just about filmmaking—it’s about building a sustainable, resilient creative economy that serves our people," said Greg Sowizdrzal - President IATSE 122.
"I think the SDC Film Initiative truly has the potential to not only drive more production to San Diego, but to simplify production for San Diego industry professionals by streamlining the process and becoming a one-stop-shop." - Jordan Jacobo - Jordan Loves Digital Series
"In 2005, the film & TV industry was estimated to bring $105M of economic impact to San Diego County. Now, 20 years later, the SDC Film Initiative is a very important first step towards returning San Diego County to be a true player in the Entertainment industry once again." - "Aaron Roberts - Chula Vista Entertainment Complex
The proposal also includes the launch of a companion branding campaign, "Filmed in San Diego" to spotlight local productions and promote the region to national and international audiences.
The San Diego County Film Initiative has been developed through a grassroots, cross-sector coalition that includes organized labor (IATSE 122, SAG-AFTRA, Musicians 325, Building Trades), local economic leaders, creative professionals, and representatives from multiple San Diego County government agencies.
The plan is currently moving through a series of public briefings, policy meetings, and stakeholder discussions. It is expected to be presented for formal County consideration in the coming months.
The SDC Film Initiative (pdf)
DownloadBy embracing the Film Initiative, San Diego County will:
This initiative is not just about film—it’s about community growth, economic vitality, and building a stronger future for San Diego County.
The San Diego County Film Commission is the guiding body responsible for setting the rules, goals, and public values behind the region’s new film strategy. Think of it as the boardroom where decisions are made to ensure that San Diego County’s film economy grows in the right direction — transparently, equitably, and with the public’s interest in mind.
It doesn’t issue permits. It doesn’t process rebates. It doesn’t chase productions.
Instead, it sets the standards, provides oversight, and represents the community’s voice in how San Diego County opens its doors to film and media.
San Diego County’s film potential is real — but potential alone doesn’t deliver jobs, revenue, or credibility. That takes infrastructure. The San Diego County Film Office is that infrastructure.
It’s not a ceremonial commission or a volunteer initiative. It’s a staffed, accountable County department designed to manage production activity, run the SDVibe incentive program, assist local cities, and serve as a direct liaison to the region’s workforce, unions, apprentices, and vendors.
It’s the engine that makes the system run.
This is the County’s primary incentive mechanism — a performance-based, post-qualified, job-tied rebate for productions that meet local criteria.
It’s not a giveaway, not a tax credit, and not automatic.
It’s a post-performance investment that rewards productions for hiring local, spending local, and showcasing San Diego County to the world.
It is designed to attract small and mid-sized productions,
The SDVibe program reflects the modern production landscape — not just the Hollywood of the past.
A mid-size production decides to film six episodes of a streaming series in San Diego. They shoot in La Mesa, Chula Vista, and the Port of San Diego over eight weeks. Here’s what happens:
Because they met local hire, equity, city, and branding criteria, they qualify for a +15% bonus on top of the 20% base rebate, receiving up to 35% of eligible expenses back through the SDVibe Rebate Program.
More importantly? They leave behind trained workers, spent dollars, and a spotlight on San Diego County.
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