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10-14-2026
Big Picture Report: October 2026
Bernadette Wiltz-Lang, SUSTA
Thank you to everyone who shared thoughtful feedback through SUSTA’s strategic planning survey. Your input is helping us look closely at how we can better serve our region, strengthen our programs and create meaningful economic impact for the companies and communities we support.
Our strategic planning work is continuing, and we look forward to sharing more about the initiative before the end of the year. But one message has already come through loud and clear: working with SUSTA should be as straightforward and efficient as possible.
That feedback is especially relevant as we launch the upgraded 2027 CostShare application this week.
We typically open the CostShare application on August 1, but this year we made the decision to delay the launch while completing significant upgrades. Our goal was simple: make the application process easier, faster and more efficient while reducing the administrative burden on participants.
Among the improvements is a new approach to Domestic Trade Show Promotions. Instead of requesting one lump sum for each domestic trade show, companies can now detail the eligible promotional activities they plan to conduct. The format more closely mirrors international marketing plans and should make developing a domestic marketing budget more intuitive.
We are also eliminating a familiar paperwork step. Companies can now upload photos of product packaging and labels directly into the application, rather than mailing or emailing them separately. Actual label photos are required to be uploaded every five years; mock-ups, proofs and photocopies will not be accepted.
Another significant improvement is the integrated Brand Owner Permission process. Companies promoting brands they do not own can enter the brand owner’s contact information directly into the application. The brand owner will then receive an email with a link to review and approve the request.
These changes may seem operational, but they reflect something much bigger: our commitment to listening and continuously improving how we support you.
