SPECIAL MEETING AGENDA
LAKE FOREST JOINT COMMISSION STRATEGIC PLANNING
WORKSHOP
Special Joint Meeting of the Commissions
Tuesday, February 25, 2025
6:30 PM
Multi Purpose Room, 100 Civic Center Drive, Lake Forest, California NOTICE: Pursuant to Lake Forest Municipal Code Section 2.04.010, Regular Meetings of the City Council are held the First and Third Tuesday of each month at the hour of 5:30 p.m. for Closed Session matters, if required. The Public Session of the meeting shall commence at 6:30 p.m. or as soon thereafter as possible. Special Meeting times may be held at a different time and date as listed on the Agenda.
AGENDA DOCUMENT REVIEW: The Agenda and staff reports are available on the Internet at https://www.lakeforestca.gov/en/government/meeting-agendas-and-minutes/meeting-agendas and at the City Clerk’s Office,
100 Civic Center Drive, Lake Forest, California, on the Friday before the meeting on Tuesday.
AGENDA DESCRIPTION: The Agenda descriptions are intended to give notice to members of the public of a general summary of items of business to be transacted or discussed. The listed Recommended Action represents staff’s recommendation. The Commissions may take any action which it deems to be appropriate on the agenda item and is not limited in any way by the recommended action.
SPECIAL NOTICE REGARDING PUBLIC ACCESS TO THE MEETING AND PUBLIC COMMENT:
PUBLIC COMMENT PRIOR TO THE MEETING: Members of the public may submit email comments to [email protected]. Email comments will be uploaded to the agenda packet and made part of the official public record of the meeting and will not be read at the meeting. To ensure staff reviews all comments prior to the Joint Commission strategic workshop, please submit email comments no later than 5:00 p.m. the day of the meeting.
PUBLIC COMMENT: Members of the public may provide comments in-person at the meeting. Public comments will no longer be accepted remotely. Those wishing to provide comments in-person at the meeting will be asked to submit a request to speak to the City Clerk. To ensure prompt distribution to the Commissions, members of the public wishing to provide written materials to the Commissions should do so prior to the start of the meeting or as close thereto as possible, as time will not be taken during the public comment period to distribute written materials to the Commissions.
February 25, 2025 JOINT COMMISSION STRATEGIC PLANNING
WORKSHOP SPECIAL MEETING AGENDA
CALL TO ORDER: 6:30 p.m.
ATTENDANCE:
Commission Chairs: Jim Fouste
Loretta Herrin
Jordan Villwock
Commissioners: Mark Armando Zia Jones
Francisco Barajas Margie Lancaster
Timothy Bruton Thomas Ludden
Gerardo Camarena Anil Patel
Justo Fuentes James Richert
Tom Grable Michael Stannard
City Manager: Debra Rose
Assistant City Manager: Keith Neves
Deputy City Manager: Sean McGovern
Finance Director: Kevin Shirah
Director of Public Works/City Engineer: Tom Wheeler
Director of Community Development: Gayle Ackerman
Assistant City Clerk: Thy Merritt
PLEDGE OF ALLEGIANCE: The Pledge of Allegiance to the Flag of our Country will be led by Commission Member Jordan Villwock.
PUBLIC COMMENTS: Only on matters listed on the agenda.
No action may be taken on items not listed on the agenda unless authorized by law. Comments shall be limited to three minutes per person. Any person wishing to address the Commissions on any matter listed on the agenda is requested to complete a "Request to Speak" form available at the door. The completed form is to be submitted to the Assistant City Clerk prior to an individual being heard by the Commissions.
CEREMONIAL:
1. COMMISSION INTRODUCTIONS
RECOMMENDED ACTION: Receive and file.
WORKSHOP ITEMS:
2. STRATEGIC PLAN MISSION AND VISION DISCUSSION
February 25, 2025 JOINT COMMISSION STRATEGIC PLANNING
WORKSHOP SPECIAL MEETING AGENDA
RECOMMENDED ACTION: Receive and File.
3. CITY BRANDING OVERVIEW AND DISCUSSION
RECOMMENDED ACTION: Receive and File.
ADJOURNMENT:
In compliance with the Americans With Disabilities Act, if you need special assistance to participate in this Meeting, including auxiliary aids or services, you should contact the Office of the City Clerk at (949) 461-3400.
Notification 48 hours prior to the Meeting will enable the City to make reasonable arrangements to assure accessibility to this meeting. The City Council agenda and agenda back-up materials can be obtained from the Office of the City Clerk on the Friday prior to the City Council meeting. Copies of all Agendas, Staff Reports and Supporting Materials can also be found on the City’s website – https://www.lakeforestca.gov/129/Agendas.
Agenda and agenda packets, if requested, will be made available in an appropriate alternative format to persons with a disability as required by the Americans With Disabilities Act. Copies of the agenda are provided at no cost and agenda back-up materials are available at the per page copy cost.
The City of Lake Forest mailing address is Multi Purpose Room, 100 Civic Center Drive, Lake Forest, California.
Phone: (949) 461-3400. FAX (949) 461-3511
CERTIFICATION: I, Thy Merritt, Assistant City Clerk of the City of Lake Forest, California, hereby certify that the foregoing agenda was posted for public review at City Hall on February 20, 2025.
Thy Merritt
Assistant City Clerk
February 25, 2025 JOINT COMMISSION STRATEGIC PLANNING
WORKSHOP SPECIAL MEETING AGENDA
JOINT COMMISSIONS AGENDA REPORT
MEETING DATE: 2/25/2025
DEPARTMENT: City Manager
SUBJECT:
STRATEGIC PLAN MISSION AND VISION DISCUSSION
RECOMMENDED ACTION(S):
Receive and File.
EXECUTIVE SUMMARY:
In 1999, the City adopted its first Strategic Business Plan (“Strategic Plan”). The Strategic Plan provides policy direction regarding the vision and mission of the organization in addition to the short and long-term programs and projects that support these efforts. The City updates the Strategic Plan every two years, during the biennial budget preparation process, to ensure programs and projects listed in the document remain consistent with City Council and community priorities. The Strategic Plan also allows the City to project its revenues and expenditures over time to help the City maintain its strong financial footing.
Strategic planning is an essential process that helps organizations align long- term goals with available resources and community needs. The plan focuses on three long-range goals:
A. Lake Forest is a livable city that is well-planned, attractive, and safe; B. Lake Forest is engaged, informed, and technologically current; and, C. Lake Forest’s government is fiscally sustainable and well-run with committed staff.
These goals support the City’s mission to deliver innovative, high-quality municipal services in a cost-effective manner, and the City’s vision to be a safe and financially sustainable community that celebrates its forests, creeks, and natural amenities.
In 2023, the City Council approved the current Strategic Plan (Attachment). Since then, the City Council has received quarterly updates from staff summarizing the progress made on the initiatives described in the Strategic Plan’s Implementation Matrix. The Implementation Matrix of the Strategic Plan identifies the City Council approved initiatives that facilitate progress towards the goals of the City. 4 The purpose of the Joint Commission Workshop is to kick off the public phase of the City’s strategic planning process. This workshop brings together the three City Commissions to engage in discussions aimed at determining potential changes or updates to the City’s current Strategic Business Plan.
Commissioners will have the opportunity to discuss the City’s mission and vision in breakout groups. The input gathered from these discussions will help ensure the strategic plan aligns with the community’s evolving priorities. Following the workshop, City Manager Debra Rose and Assistant to the City Manager Nidia Ruelas will share the findings with the City Council.
FISCAL IMPACT:
None.
ATTACHMENTS:
2023-2030 Strategic Business Plan
Initiated By: Nidia Ruelas, Assistant to the City Manager Submitted By: Debra Rose, City Manager
Approved By: Debra Rose, City Manager
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51 JOINT COMMISSIONS AGENDA REPORT
MEETING DATE: 2/25/2025
DEPARTMENT: City Manager
SUBJECT:
CITY BRANDING OVERVIEW AND DISCUSSION
RECOMMENDED ACTION(S):
Receive and File.
EXECUTIVE SUMMARY:
The City of Lake Forest has partnered with JPW Communications, Inc. (“JPW”), a well-regarded marketing and communications firm, to begin a branding initiative that will highlight the City's unique character, promote economic development, and enhance community engagement. The City’s growth since its incorporation in 1991 has been substantial, with an increasing population and expanding infrastructure, making it essential to define the City's evolving identity.
Community input is a vital aspect of this initiative, as it ensures that the final brand resonates with both residents and businesses, reflecting what residents and businesses love about Lake Forest.
The initiative, originally conceived as a hotel marketing campaign to aid pandemic recovery, has since evolved into a broader effort with long-term goals:
attracting and supporting businesses, enhancing quality of life, and fostering community connections. This rebranding effort is aligned with the City’s Strategic Business Plan and is funded through the Strategic Economic Investment Program (“SEIP”). The City aims to position Lake Forest as a dynamic, business- friendly, and community-oriented destination. As the City continues to grow, a clearly defined brand would ensure the City’s identity remains clear, relevant, and representative of the community’s values.
The purpose of this discussion is to gather input from City Commissioners on key aspects of Lake Forest’s identity and what elements of the City should be emphasized through this branding initiative.
FISCAL IMPACT:
None.
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2 ATTACHMENTS:
None.
Initiated By: Nidia Ruelas, Assistant to the City Manager Submitted By: Debra Rose, City Manager
Approved By: Debra Rose, City Manager
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