Updated November 2026 · By Richard Tiland, Founder, New Evolution Video, San Diego
San Diego employment is projected to grow just 0.8% in 2027, less than half the region’s five-year average of 1.8%. Tourism is expected to flatten, venture money is concentrating in fewer, bigger bets, and cost of living is still squeezing budgets across the county. For marketing leaders building a 2027 video marketing budget, that sounds like a reason to cut. It is actually the best opening in years.
After nearly 20 years and more than 2,100 productions, I have watched slow years sort brands into two groups: the ones that go quiet, and the ones that keep showing up. The second group comes out with more market share than it went in with. Here is what the numbers say about 2027, where the growth still is in San Diego, and how to build a video plan that wins a slow year.
The San Diego Business Outlook for 2027: Slower, Not Stalled
The forecasts are consistent. Growth continues, but well below what the region is used to.
- Jobs: Employment is projected to grow 1.0% in 2026 and 0.8% in 2027, both below the five-year average of 1.8% (Cushman & Wakefield, Q3 2026). The region added 10,900 jobs from August 2025 to August 2026, a 0.7% gain.
- Tourism: The city’s FY2027 budget expects “tempered growth” in hotel rates, occupancy and demand in 2027, after visitors spent $14.4 billion in 2025 (City of San Diego).
- Life sciences: Venture funding reached $1.4 billion across 113 deals through Q3 2026, down 34% year over year and the lowest total since 2022 (Savills).
- Cost of living: The San Diego Regional EDC calls it a crucial sticking point for growth in the year ahead (Times of San Diego).
Daniel Enemark, chief economist at the San Diego Regional Policy & Innovation Center, put the problem simply: “When the economic environment is unstable, people and businesses spend less” (KPBS).
That line matters for marketers. When buyers hesitate, they go with the brand they already know and trust. Video is how they get to know you.
Where the Growth Still Is in San Diego
A slow average hides fast-moving pockets. These are the sectors where capital and competition are concentrating, and where brands need to tell their story better than the company next door.
Defense tech and autonomy. San Diego-based Shield AI raised $2 billion at a $12.7 billion valuation in March 2026, more than doubling its value in a year (Bloomberg). Autonomous vessel maker Saronic, which has a San Diego hub, raised $1.75 billion at a $9.25 billion valuation. Defense-related activity already accounts for 22.2% of the region’s economy and about 357,000 jobs.
Venture-backed tech and AI. San Diego companies captured $3 billion in venture funding in the first quarter of 2026 alone (San Diego Regional EDC), with AI firms now outpacing the life science companies that once dominated local funding (The Registry).
Life sciences, rebuilding. Funding is down, but the big players are still building. Alexandria Real Estate delivered a 427,000-square-foot R&D hub for Bristol Myers Squibb at Campus Point in 2026. When the market turns, the companies that kept telling their science story will be first in line for partners, talent and capital. (See our life science video production work.)
Events and conventions. TED is moving its flagship conference to San Diego starting in 2027, with an estimated $20 million in direct regional impact and 800 to 1,000 jobs a year (San Diego Regional EDC). Comic-Con has committed to staying through 2030. Every one of those events is a stage for brands that show up with great content.
Marketing in a Slow Economy: Why Going Quiet Costs You
In a slowdown, most companies cut marketing first. The research on past downturns shows why that is a mistake, and why it is an opening for everyone else (Video Advertising Bureau):
- In an analysis of 400 brands, those that increased ad spend saw a nearly 70% increase in ROI compared with brands that cut.
- During the 2008 recession, brands that held share of voice flat saw no profit growth. Among brands that planned increases, 38% saw very large profit growth.
- Amazon launched its first TV campaign in the middle of that recession and grew at a 34% compound annual rate from 2008 to 2012.
The mechanism is share of voice. When competitors go quiet, every video you publish takes up a bigger share of the conversation in your category. Your visibility rises without your budget rising. You do not need to outspend anyone. You just need to keep producing while they stop.
We have seen the payoff of consistent video in our own client work. If you want the full breakdown of how video turns into revenue, read our guide to video marketing ROI.
Planning your 2027 video budget? Let’s map a year of content to the budget you actually have.
How to Build Your 2027 Video Marketing Budget
Winning a slow year is not about a bigger budget. It is about sharper decisions on where your production dollars go.
1. Protect share of voice, not spend
Set your 2027 plan around how often you show up, not how much you spend. A steady rhythm of monthly content beats one expensive launch video that disappears in a week.
2. Shoot once, publish everywhere
Plan every shoot as a content day, not a single deliverable. One half-day production can produce a hero video, short vertical cuts for LinkedIn and Instagram, interview soundbites, and still photos. That is where most of your cost savings come from. (Our video production pricing page shows what a shoot day includes.)
3. Lead with trust: testimonials and people
When buyers hesitate, proof wins. Customer testimonial videos and leadership interviews give nervous buyers a reason to choose you over the cheaper option.
4. Use AI for volume, keep people on the story
AI-assisted editing and versioning can turn one shoot into dozens of formats in a fraction of the time. Use it for the volume work. Keep experienced people on the idea, the script and the edit, because audiences can tell the difference and it shapes how they see your brand.
5. Go video-first on LinkedIn
For B2B brands, native, captioned video on LinkedIn is one of the most efficient ways to reach decision-makers. Our LinkedIn video guide covers what performs.
6. Ride San Diego’s momentum
TED arrives in 2027, defense and AI companies are scaling, and conferences fill the Convention Center all year. Plan event video and timely content around what the city is already talking about.
Frequently Asked Questions
Should I cut my video marketing budget in 2027?
Not if you can avoid it. Research from past downturns shows brands that hold or grow their share of voice gain market share while competitors pull back. If budgets are tight, cut the number of big productions, not how often you show up, and get more output from each shoot.
What is the San Diego business outlook for 2027?
Slow but positive. Job growth is projected at 0.8%, below the 1.8% five-year average, and tourism growth is expected to flatten. Defense tech, AI and venture-backed companies remain the strongest growth areas.
How can a small marketing team produce more video on a tighter budget?
Batch your production. Plan shoots that capture a hero piece, short-form cuts and photography in one day, then use AI-assisted editing to version that footage for every channel.
Plan Your 2027 Video Strategy
San Diego will not boom in 2027, and it does not need to. The brands that win next year will not be the loudest spenders. They will be the ones that kept showing up with work worth watching.
If you are building your 2027 video marketing budget and want a second set of eyes, we would love to help.
