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:

• A San Diego County Film Commission, providing public oversight, strategic coordination, and policy leadership across jurisdictions;
• A fully staffed San Diego County Film Office, focused on centralized permitting, production support, and community engagement;
• The SDVibe Rebate Program, a performance-based, post-production financial incentive offering up to 35% back on qualified local expenditures for productions that hire/spend locally, meet equity goals, and promote the region.

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.