Agenda packet, workshop — Menifee City Council, October 1, 2025

City Council Chambers
29844 Haun Road
Menifee, CA 92586
RIcky Estrada, Mayor
Bob Karwin, District 1
Ben Diederich, District 2
Dan Temple, District 3
Dean Deines, District 4
AGENDA
Menifee City Council
Special Meeting Agenda
Wednesday, October 1, 2025
4:00 PM Special Meeting
Armando G. Villa, City Manager
Jeffrey T. Melching, City Attorney
Stephanie Roseen, City Clerk
SPECIAL MEETING (4:00 PM)

1. CALL TO ORDER

2. ROLL CALL

3. PLEDGE OF ALLEGIANCE

4. DISCUSSION ITEMS

4.1 Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop RECOMMENDED ACTION

1. Review and discuss the Placemaking, Unique Identity, and Tourism Master Plan.

5. ADJOURN
Decorum Policy Notes
The Council anticipates and encourages public participation at its Council meeting on agenda items. Please turn your cell phones off, refrain from talking in the audience or outbursts that may be disruptive. We encourage participation and ask for a mutual respect for the proceedings.

Staff Reports
Materials related to an item on this agenda, including those submitted to the City Council after distribution of the agenda packet, are available for public inspection by contacting the City Clerk Department at City Hall located at 29844 Haun Road or by calling (951) 6726777 during normal business hours.

Compliance with the Americans with Disabilities Act
If you need special assistance to participate in this meeting, you should contact the City Clerk Department at (951) 672 6777. Notification 72 hours prior to the meeting will enable the City to make reasonable arrangements to assure accessibility to this meeting.

Affidavit of the Posting
I, Stephanie Roseen, do hereby certify, under penalty of perjury, that the October 1, 2025 City Council special meeting agenda was posted at least 24 hours prior to the meeting in the following locations per Cal. Gov. Code, § 54956, subds. (a) and (c): Menifee City Hall, 29844 Haun Road, Kay Ceniceros Community Center, 29995 Evans Road, and the City of Menifee website.

Menifee Mayor and City Council

October 1, 2025
Page
1 of 135

CITY OF MENIFEE
SUBJECT: Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop
MEETING DATE: October 1, 2025
TO: Mayor and City Council
PREPARED BY: Kayla Charters, Economic Development Manager REVIEWED BY: Bryan Jones, Assistant City Manager
APPROVED BY: Armando G. Villa, City Manager
-------------------------------------------------------------------------------------------------------------------------------

RECOMMENDED ACTION

1. Review and discuss the Placemaking, Unique Identity, and Tourism Master Plan.

DISCUSSION
As a new city, Menifee faces the challenge of developing a distinct sense of place that leverages the community’s historic and scenic assets and makes the City a highly attractive and desired destination for residents, businesses, and visitors. With this in mind, the City Council established the development of Menifee’s unique identity as one of five strategic priorities within the 2023- 2028 Strategic Plan. The Strategic Plan objectives associated with the development of Menifee’s unique identity are detailed as follows:
Objective 1. Conduct a place-making and tourism feasibility study as part of developing Menifee as a destination City.
Objective 2. Conduct a regional events assessment to identify a signature event that will help make Menifee a destination City.

To address these objectives, in August 2024, the City Council awarded an agreement to Hunden Strategic Partners to prepare the Menifee Placemaking, Unique Identity, and Tourism Master Plan (Plan). The goal of this effort was to assess Menifee’s current tourism assets, gather community input, evaluate opportunities for regional amenities and events, and develop a strategic roadmap to establish a unique identity for the City. The assessment took place over several months, including input from the community through in-person workshops, stakeholder interviews, and community surveys.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 1
Menifee Mayor and City Council
October 1, 2025
Page
2 of 135

City of Menifee Staff Report
Menifee Placemaking, Unique Identify, and Tourism Master Plan Workshop October 1, 2025

Page 2 of 2 ends

2 9
5 8
With a focus on economic development, community events, and cultural and entertainment experiences, the Plan outlines actionable steps to shape Menifee’s future while preserving the qualities that make it unique. The Plan highlights major projects already underway, identifies ways to expand entertainment, recreation, and cultural offerings, and recommends opportunities for the establishment of signature community events that celebrate both Menifee’s heritage and innovation. This Plan also outlines strategies to strengthen Menifee as a regional destination through future investments in sports, trails, dining, and gathering spaces, and identifies ways to build upon Menifee’s assets and develop funding mechanisms, partnerships, and marketing opportunities that support long-term success.

The October 1 City Council Workshop will provide an opportunity to review and discuss the elements of the draft Plan. Based upon the input received during the workshop, the Plan would be refined and presented for adoption at a future City Council meeting.

STRATEGIC PLAN OBJECTIVE
Unique Identity

FISCAL IMPACT
There is no fiscal impact associated with this recommended action. The cost for development of the Placemaking, Unique Identity, and Tourism Master Plan was previously approved by City Council on August 4, 2024, and is included in the adopted budget.

ATTACHMENTS

1. Draft Placemaking, Unique Identity, and Tourism Master Plan

2. Presentation
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 2
Menifee Mayor and City Council
October 1, 2025
Page
3 of 135

Placemaking, Unique Identity,
and Tourism Master Plan
September 2025
Menifee, California
DRAFT
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 3
Menifee Mayor and City Council
October 1, 2025
Page
4 of 135

2 | CITY OF MENIFEE
Dear Menifee Residents, Business Owners, and Regional Stakeholders, I am proud to announce the release of the Menifee Placemaking, Unique Identity & Tourism Master Plan, a bold and forward-thinking roadmap designed to determine, define, and elevate what makes Menifee truly special.

This plan reflects our city’s collective voice and aspirations, capturing the vibrant energy, entrepreneurial spirit, and natural beauty that define Menifee.

This Master Plan is the product of in-depth research, community conversations, and strategic collaboration. It represents a shared vision for how Menifee can position itself as a distinctive destination, not only for visitors but for those of us who live, work, and build our lives here. With a focus on economic development, community events, and cultural and entertainment experiences, the plan outlines actionable steps to shape Menifee’s future while preserving the qualities that make it unique.

At its core, this effort seeks to answer two key questions: Who is Menifee? And how do we share our story with the world? Through this process, we’ve identified opportunities to strengthen our identity, enhance the visitor experience, and foster pride among our residents.

Highlights of the Master Plan include:

A Message from Armando Villa

FROM THE DESK OF THE MENIFEE CITY MANAGER
• Defining Menifee’s Unique Identity
• Entertainment and Lifestyle
Experience Expansion
• Signature Community Events and
Cultural Programming
• Placemaking and Beautification Strategies
• Tourism Infrastructure and Asset Development
• Economic Development Alignment with
Visitor Engagement
• Marketing and Promotional Initiatives
• Regional Collaboration and
Stakeholder Engagement
This plan is not simply a document, it is a call to action. The future of Menifee depends on all of us: residents, businesses, city leaders, and regional partners. Together, we have the opportunity to turn ideas into impactful initiatives that promote pride, economic vitality, and a strong sense of place.

We extend our sincere thanks to Hunden Partners & Westbound Communications for their instrumental work in helping us develop this strategy, and to every community member who shared their time, insights, and passion along the way.

Thank you for your continued commitment to the City of Menifee. With your support, we will bring this vision to life and create a community experience that is unforgettable and uniquely ours.

Sincerely,
Armando G. Villa
City Manager
City of Menifee
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 4
Menifee Mayor and City Council
October 1, 2025
Page
5 of 135

Placemaking Master Plan 2025 | 3

FROM THE DESK OF THE MENIFEE CITY MANAGER
“This plan reflects our city’s
collective voice and aspirations,
capturing the vibrant energy,
entrepreneurial spirit, and natural
beauty that define Menifee.”
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 5
Menifee Mayor and City Council
October 1, 2025
Page
6 of 135

4 | CITY OF MENIFEE
Table of
Contents
Project Goals & Objectives 06
Executive Summary 08
Plan Engagement 12
City of Menifee Overview 14
Current Progress & Efforts 16
Resident Sentiment Survey 18
Pillars of Place Overview 28
Concerts and Entertainment Facilities 30
Sports Facilities and Outdoor Recreation 34
Retail and Dining Nodes 42
Convention and Meetings Facilities/Districts 48
Agricultural/Exposition/Fairgrounds 52
Winery, Brewery, Distillery and Food Halls 56
Hotels 60
Attractions, Water Parks and Theme Parks 62
Parks, Trails and Outdoor Space 68
Signature Festivals and Events 72
Summary Opportunity Matrix 76
Signature Events Recommendations 78
Recommendations 84
Painting a Picture of the Future 86
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 6
Menifee Mayor and City Council
October 1, 2025
Page
7 of 135

Placemaking Master Plan 2025 | 5
Project Team
A special thank you to the Project Team for their dedicated efforts in developing this Placemaking, Unique Identity, and Tourism Master Plan. The collaboration between the
listed entities as well as the stakeholder organizations in the City of Menifee has been instrumental in creating this plan, which is designed as a living document to continue providing value to the City of Menifee as a dynamic and actionable roadmap for the future.

CITY OF MENIFEE
Kayla Charters
Economic Development Manager
Mariana Mitchell
Community Services Director
Philip Southard
Public Information and Legislative Affairs Officer
Orlando Hernandez
Community Development Director
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 7
Menifee Mayor and City Council
October 1, 2025
Page
8 of 135

6 | CITY OF MENIFEE
Project
Goals &
Objectives
This Placemaking, Unique Identity,
and Tourism Master Plan aims to
assess where the City of Menifee
currently stands as a visitor
destination and bedroom community,
highlighting its strengths, challenges,
and opportunities.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 8
Menifee Mayor and City Council
October 1, 2025
Page
9 of 135

Placemaking Master Plan 2025 | 7

WHERE ARE YOU NOW
Hunden performed an assessment of the tourism
assets within Menifee and the surrounding area,
including the visitation induced, their attributes
and quality, and overall performance.

WHAT ARE THE OPPORTUNITIES
Based on the assessment of where you are now,
Hunden will identify areas that represent strong
opportunities to elevate Menifee’s tourism and
resident offerings.

HOW WE GET THERE
What are the next steps based on the conclusions
of this study? How do we execute and implement
these opportunities?

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 9
Menifee Mayor and City Council
October 1, 2025
Page
10 of 135

8 | CITY OF MENIFEE
Executive
Summary
Under the leadership of the City of Menifee, the
city initiated the Placemaking, Unique Identity, and
Tourism Master Plan (Placemaking Master Plan)
to develop a strategic roadmap that enhances the
City’s visitor economy, strengthens community
identity, and supports livability for residents.

This plan came to fruition following the adoption
of Menifee’s 2023–2028 Strategic Plan, where
key priorities were identified—one of them being
the need to conduct a placemaking and tourism
feasibility study as part of developing Menifee into
a recognized destination city. This effort is more
than a study—it is an action-oriented framework
designed to guide Menifee’s partners in leveraging
the city’s diverse assets, amplifying unique
community identities, and creating an authentic
sense of place for those who live in, work in, and
visit Menifee.
+125K
+50%
Menifee Population
Population Growth
since 2010
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 10
Menifee Mayor and City Council
October 1, 2025
Page
11 of 135

Placemaking Master Plan 2025 | 9
Menifee is a young, fast-growing city at the heart
of Southern California’s Inland Empire. Since its
incorporation in 2008, Menifee has evolved from
a collection of distinct communities, including Sun
City, Quail Valley, and Romoland, into a unified,
dynamic city that has welcomed master-planned
developments such as Menifee Lakes and
Heritage Lake. These communities bring a wide
range of identities, from age-restricted retirement
neighborhoods to vibrant, family-centered areas
with man-made lakes, parks, and active public
spaces.

At the geographic and cultural heart of Menifee
lies Mt. San Jacinto College (MSJC), which
serves as the city’s educational and event
hub. MSJC holds the only venue large enough
to host regional, large-scale gatherings —
concerts, festivals, academic symposiums, and
sporting events — and thus is a critical partner
in advancing Menifee’s tourism and community
engagement objectives. Integrating MSJC
into this Placemaking Master Plan unlocks key
opportunities for joint programming, shared
marketing, and expanded visitor services
that leverage the College’s facilities, student
population, and community reach.

With the estimated 2025 population exceeding
125,000, and a growth rate of more than 50
percent since 2010, Menifee has emerged as
a major residential hub for families seeking
affordability, safety, and accessibility, particularly
among those relocating from higher-cost regions
such as Los Angeles and San Diego. Once
recognized primarily as a bedroom community,
Menifee is now working to redefine its identity
by enhancing its tourism offerings, lifestyle
amenities, and cultural footprint. The city is also
home to a significant population of veterans
and takes pride in fostering a strong, supportive
environment for veterans and their families.

This sustained population boom, coupled with
a projected population of 132,862 by 2027,
positions Menifee to become the largest city in
Southwest Riverside County in both population
and geographic size.

While this rapid growth has brought numerous
benefits, it has also introduced challenges.

Residential development has significantly
outpaced commercial and recreational
expansion, resulting in critical amenity gaps
and substantial economic leakage, as residents
frequently leave the city for entertainment, dining,
and family-oriented activities. Currently, Menifee
experiences a retail, dining, and amenity leakage
exceeding an estimated $2.2 billion annually.

The Placemaking Master Plan addresses
these challenges and identifies high-impact
opportunities to position Menifee as a compelling
destination and a more complete community.

Through a comprehensive asset and event
opportunity analysis, this plan outlines how
Menifee can activate underutilized spaces,
celebrate its diverse neighborhoods, and create
signature experiences that reinforce local pride
while attracting regional visitors.
“From a bedroom
community to a
destination city—
Menifee’s evolution
is just beginning.”
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 11
Menifee Mayor and City Council
October 1, 2025
Page
12 of 135

10 | CITY OF MENIFEE
The priorities, strategies, and tactics within
this plan provide a clear set of next steps for
the City and its partners. At the same time, the
process has revealed emerging questions and
needs that will inform continued development
throughout implementation. This is not the end,
but the beginning of a focused effort to transform
Menifee into a more vibrant, recognizable, and
resilient place to live, work, and play.

MENIFEE’S UNIQUE IDENTITY
At the center of this transformation is Menifee’s
unique identity. Through extensive community
input and strategic analysis, five pillars have
emerged that define who Menifee is and where
it is headed: Culture & Heritage, Adventure,
Innovation, Community & Belonging, and
Opportunity. These pillars provide the foundation
for all the placemaking and investment strategies
in this plan.

Importantly, the resident sentiment survey
confirmed that these pillars reflect authentic
community priorities. Responses consistently
emphasized the need for more family-friendly
events, cultural celebrations, park and trail
improvements, and opportunities for local
businesses — all of which tie directly back to
these identity themes. By grounding the plan
in community voice, Menifee ensures that its
transformation is not only visionary but also
resident-driven and widely supported.

Together, these pillars position Menifee as a
city that honors its past while embracing a bold
future — a place truly defined as “Where Heritage
Meets Adventure.”
Executive Summary
The following pages highlight the summarized
priority areas of the Master Plan, each of which
connects back to these identity pillars and
advances Menifee’s evolution from a bedroom
community to a destination city.

MT. SAN JACINTO COLLEGE: A

COMMUNITY ANCHOR
Mt. San Jacinto College (MSJC) is a cornerstone
of Menifee’s identity, often described as the
“heartbeat of the city.” Beyond its role in
education, MSJC serves as a cultural and civic
anchor through facilities such as the 5,000-
seat HCN Bank Stadium, opened in 2023 with
Measure AA funding. The stadium is a one-
of-a-kind venue in Menifee and represents
a significant opportunity for city-college
collaboration in hosting community events,
festivals, and performances.

As Menifee’s population grows, MSJC will
play an increasingly vital role in student
engagement, workforce development, and
cultural programming. Aligning with the City’s
identity pillars, the College is positioned not only
as an academic institution but as a long-term civic
partner that strengthens innovation, community
pride, and cultural opportunity.

ESTABLISH AN EPICENTER IN

MENIFEE AND A KEY IDENTITY
ANCHOR
Menifee currently lacks a defined downtown or
singular gathering place, a sentiment consistently
reflected in community feedback. While the
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 12
Menifee Mayor and City Council
October 1, 2025
Page
13 of 135

Placemaking Master Plan 2025 | 11
creation of a true downtown cannot happen
overnight, it is critical to begin shaping a network
of distinct epicenters along the I-215 corridor.

These epicenters, envisioned as mixed-use
districts, will combine retail, dining, entertainment,
and civic spaces in a way that embodies Menifee’s
unique character.

The plan calls for epicenters to integrate
placemaking features such as shaded and
walkable streetscapes, murals and public art,
signature signage, family-friendly eatertainment
anchors, and Privately-Owned Public Spaces
(POPS). Eatertainment concepts — venues that
blend dining with engaging experiences such as
live music, arcades, sports, or interactive play —
will be especially important for creating immersive
destinations that encourage visitors to stay longer
and return frequently.

FUNDING OF PLACEMAKING

PROJECTS & INITIATIVES
To advance these initiatives, Menifee must
establish a clear framework for funding and
implementation. Many local organizations
highlighted this as a key challenge. Destinations
across the country have brought their
organizations together and implemented
legislation that provides sustainable resources
for tourism-related projects that make the
destination a better place to live, work, and
visit. Menifee can adopt a similar approach by
aligning City resources, private partnerships,
and external funding streams to support its most
ambitious projects.

Examples of potential strategies include
sponsorships and naming rights tied to events
and public venues, vendor fees and concessions
revenue from festivals, philanthropy and donor
campaigns for cultural and heritage initiatives,
and reinvestment of hotel tax revenues through
a Tourism Marketing District. Over the long
term, enhanced financing mechanisms such as
infrastructure or community facilities districts can
also be explored to support large-scale public
realm and placemaking improvements.
“ Where
Heritage Meets
Adventure.”
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 13
Menifee Mayor and City Council
October 1, 2025
Page
14 of 135

12 | CITY OF MENIFEE
Plan
Engagement
2 3
35 1,065
Strong local engagement is a cornerstone of a Placemaking Master Plan. Hunden and Westbound Communications met
with more than 60 stakeholders through a series of in-depth interviews, visioning sessions, and collaborative meetings.

This engagement, conducted between February 2025 and
May 2025, was aimed at identifying areas that the Master Plan needs to address through…
In-Person Working Group Meetings
-Day Familiarization Tour Visiting Key
Attractions & Staff in Menifee
Virtual 30-Minute Stakeholder Interviews
Resident Responses to the
Resident Sentiment Survey
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 14
Menifee Mayor and City Council
October 1, 2025
Page
15 of 135

Placemaking Master Plan 2025 | 13
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 15
Menifee Mayor and City Council
October 1, 2025
Page
16 of 135

City of
Menifee
Overview
14 | CITY OF MENIFEE
“SMALL-TOWN” FEEL IN A RAPIDL Y

GROWING CITY
Menifee has evolved from a quiet bedroom
community into one of the fastest-growing cities
in the state now home to more than 125,000
residents in more than 40,000 housing units —
75 percent of which are owner-occupied. With
nearly 70 percent of homes classified as family
housing, Menifee remains deeply rooted in its
reputation for safety, affordability, and a family-
friendly lifestyle. In 2025, Menifee was named
one of the top-20 safest cities in California. The
city offers a blend of natural beauty, open space,
and a small-town atmosphere — characteristics
that residents consistently cherish and seek to
preserve amid continued growth.

The city’s population is anchored by families
and working-age adults, with steadily growing
senior and youth demographics. Residents want
spaces that foster connection — walkable public
realms, event-friendly parks, and destinations
that support intergenerational gathering. There
is strong support for creating vibrant places to
gather, play, and celebrate — infusing recreation
with culture and local pride.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 16
Menifee Mayor and City Council
October 1, 2025
Page
17 of 135

Placemaking Master Plan 2025 | 15

A COMMUNITY IN SEARCH

OF AN IDENTITY
As a relatively young city, Menifee continues
to seek a clear and unified identity. Unlike
neighboring Temecula, which is firmly branded as
Southern California’s Wine Country, Menifee has
yet to establish a signature cultural or architectural
narrative. With five distinct communities under its
umbrella, city leaders have long grappled with
defining a cohesive identity that resonates across
demographics and neighborhoods.

The absence of a central, walkable downtown
or civic heart contributes to an undefined sense
of place. But there is a strong desire among
residents to change that. This Placemaking
Master Plan identifies the opportunities, both
physical and cultural, to shape an identity rooted
in Menifee’s natural surroundings, diverse
population, and small-town heritage.

DESIGN MATTERS: FROM

FUNCTIONAL TO MEMORABLE
Menifee’s physical form reflects its history of
rapid suburban development — disconnected
neighborhoods, inconsistent architectural styles,
and minimal public art or signage. Residents want
more than functionality. They want character,
beauty, and places that inspire civic pride. This
plan elevates the importance of visual identity —
through wayfinding, landscaping, architectural
guidelines, and public art — to help Menifee
become a place people remember.

REGIONAL DESTINATION WITH A

LOCAL SOUL
While tourism is not a top priority for most
residents, there is openness to Menifee
becoming a regional destination — if done
thoughtfully. The community supports enhancing
local events, expanding recreation offerings,
and investing in spaces that celebrate the city’s
culture and history. There is consensus that
growth is welcome, but it must remain rooted in
community values.

Menifee can carve out a unique role in the region
as a family-first, culturally rich alternative to larger destinations like Temecula and Murrieta. By
focusing on its strengths — affordability, access,
natural beauty, and authenticity — Menifee
can become both a beloved hometown and a
compelling place to visit.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 17
Menifee Mayor and City Council
October 1, 2025
Page
18 of 135

16 | CITY OF MENIFEE
Current Progress
& Efforts

QUAIL VALLEY NATURE PARK
Status: In Planning
Planned as a 10.45-acre nature-themed park,
this project will balance open space with active
recreation. Improvements include a revitalized
sports field, a small play area, and new parking.

The project requires boundary map approval
and will use grant funding from the California
Department of Parks and Recreation.

MENIFEE INNOVATION DISTRICT
Status: In Planning
The City is developing a Specific Plan for the
Southern Gateway Area, that encompasses
approximately 299 acres west of Interstate
215, east of Howard Way, south of Scott Road,
and north of Keller Road. This initiative aims to
diversify Menifee’s economy, create employment
opportunities, and establish a dynamic live-work-
play environment.

These projects will provide permanent civic
infrastructure to support Menifee’s growing
population and long-term service needs.

VARIOUS HOTEL DEVELOPMENTS
Status: Planned
Menifee is experiencing significant growth
in its hospitality sector, with several new
hotels either planned or under construction.

These developments will add more than 700
rooms across multiple properties, helping to
accommodate visitors and support the city’s
growing tourism economy.

The Placemaking Master Plan aligns with several ongoing initiatives aimed at enhancing Menifee as a vibrant place to live, work, and visit. These projects are integral to the City’s strategic growth and community development.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 18
Menifee Mayor and City Council
October 1, 2025
Page
19 of 135

Placemaking Master Plan 2025 | 17

LIBERTY BUSINESS PARK
Status: In Development
Located on 54.8 acres at the northwest corner
of Scott Road and Haun Road, Liberty Business
Park is envisioned as a vibrant mixed-use
development. Plans include retail centers,
restaurants, a hotel, and industrial buildings —
positioning the site as a commercial hub and
employment center.

CENTRAL PARK AMPHITHEATER
Status: Under Construction
Currently under construction adjacent to Menifee
Town Center, this amphitheater will provide a high-
quality venue for live entertainment, music, and
community gatherings. Once complete, the venue
will become a cultural anchor for the city and a
new destination for residents and visitors alike.

SUN CITY GREENSPACE
Status: In Design
This 1.87-acre project will add landscaping,
benches, fountains, workout stations, and parking
in Sun City. Designed by BMLA Landscape
Architecture, the project is partially funded
through the California Urban Greening Grant.

MENIFEE COMMUNITY CENTER
Status: In Design
A 20,000-square-foot community center is
planned at La Piedra and Menifee Road. It
will include meeting rooms, recreation areas,
computer stations, and office space.

MENIFEE HILLS LAND ACQUISITION
Status: Complete
The City of Menifee has successfully closed
escrow on 398 acres of land, known as Menifee
Hills, located on the east side of the City.

The land is designated for parks, trails, and
recreational purposes. This strategic acquisition
directly supports the City’s adopted 2023 Parks
Master Plan, which identifies land acquisition
as a key strategy to meet long-term park and
recreation needs.

These projects represent
significant steps toward
realizing Menifee’s vision
as a dynamic and inclusive
community. Each initiative
contributes to the city’s
goal of enhancing the
quality of life for residents
and creating a welcoming
environment for visitors.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 19
Menifee Mayor and City Council
October 1, 2025
Page
20 of 135

Resident Sentiment
Survey
18 | CITY OF MENIFEE
Hunden and the City of Menifee deployed a Resident Sentiment Survey February through May 2025. The goal of the survey was to understand how the local residents view tourism, the attractions in the community that induce visitors, and the overall dynamic of Menifee’s visitor economy. The survey received strong feedback with 1,065 total responses. The survey asked respondents which ZIP code they reside in, and results indicated responses from all five respective communities in Menifee.

WHAT ARE THE FIRST THREE WORDS OR PHRASES THAT COME TO MIND WHEN YOU THINK OF MENIFEE?

POSITIVE NEGATIVE
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 20
Menifee Mayor and City Council
October 1, 2025
Page
21 of 135

Placemaking Master Plan 2025 | 19
1,065
+60%
50%
+55%
+47%
Total Survey
Responses Received
Rate tourism as important or very
important to the Menifee economy
Rate the current attractions and
activities in Menifee for visitors (like
parks, events, or local businesses)
as poor or very poor
Feel it is very important or important
that tourism helps support Menifee’s
local culture, businesses, and
community activities
Strongly agree or agree that tourism
in Menifee helps create a positive
atmosphere and improves quality of life
for residents
Nearly
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 21
Menifee Mayor and City Council
October 1, 2025
Page
22 of 135

20 | CITY OF MENIFEE
Resident Sentiment Survey
To understand how residents view the quality of the Pillars of Place within Menifee, Hunden asked residents for their perspectives on the quality level of the attraction and activities in Menifee based on a scale of excellent, good, fair, poor, very poor. For details, see Pillars of Place Overview, p. 28.

Nearly 50 percent of residents rated Menifee’s current attractions and activities as poor or very poor, underscoring the need for significant improvements in these areas. Enhancing local offerings will not only improve resident satisfaction but also help position Menifee as a more compelling and competitive visitor destination.

Q1: How would you rate the current attractions and activities in Menifee for visitors (things like parks, events, or local businesses)?
35%
30%
25%
20%
15%
10%
5%
0% Excellent Good Fair Poor Very poor Prefer not
to answer

5.4%

15.6%

31.6% 24.7%

21.6%

1.1%
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 22
Menifee Mayor and City Council
October 1, 2025
Page
23 of 135

Placemaking Master Plan 2025 | 21
Based on the survey results, attractions, museums, and historic sites were rated least likely to attract tourists to Menifee. Similarly, arts and cultural experiences ranked lower in their ability to draw visitors.

In contrast, respondents identified restaurants, culinary and dining experiences, festivals and events, indoor and outdoor recreation, and entertainment experiences as the most likely asset types to attract tourists to Menifee.

This feedback suggests that residents believe strategic investment in these categories would significantly enhance the city’s appeal as a destination. While many of these asset types do not currently exist in Menifee, developing them could strengthen the city’s identity, enrich the local experience, and position Menifee as a distinctive cultural and recreational destination in the region.

Q2: How likely is each of the following to attract tourists to Menifee? 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Very likely
Attractions,
museums &
historic sites.

22 | CITY OF MENIFEE
Resident Sentiment Survey

FREE RESPONSE

SIGNATURE EVENT & IMPLEMENTATION IDEAS
Taste of Temecula
Valley (Wine & Food
Event), Own a Sport
and host the finals,
Convention Center.

Taste of Menifee.

Have different
restaurants
participate to give
samplings of their
food. Residents pay
one price to attend.

Menifee Founder’s
Day — an annual
event about the
early settlers of
Menifee, and how
things were done
during that time.

Create vibrant
downtown with all
sorts of events (beer/
wine festivals for
adults), more things
to do for adults and
not just kids.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 24
Menifee Mayor and City Council
October 1, 2025
Page
25 of 135

Placemaking Master Plan 2025 | 23
Interactive pop-up
museums, summer
concerts with beer
garden, ice skating
rinks during winter.

Try some activities
like annual walks/
runs, hikes, bike
races, etc… they
become iconic.

Brew & BBQ Fest |
Painted Earth Art Walk
— tie in local artists,
creative workshops,
and vendors.

Music festival,
golf tournament,
pop-up museum
experience,
drive-in theater,
fair/amusement
rides/games,
chili cook off,
tailgates, resident
tournaments,
rodeo, ANYTHING
Something like the
Pantages Theater
in Hollywood for
Broadway plays and
music concerts.

Music in the park,
adult events and
entertainment,
cultural activities.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 25
Menifee Mayor and City Council
October 1, 2025
Page
26 of 135

24 | CITY OF MENIFEE
Visioning Session
and Stakeholder
Interviews
To identify opportunities and challenges for the city’s visitor economy, the project team gathered input from dozens of Menifee residents and stakeholders through two community visioning workshops and one-on-one interviews.

A GROWING CITY: RESIDENTIAL AND SAFE
Residents and various community representatives consistently describe Menifee as a safe, friendly, traditional and residential community with a strong sense of family and a “hometown feel.” There’s a clear recognition of Menifee as a “growing” city. Positives frequently mentioned an appreciation for the natural landscape, good education and a good place to raise kids. Most perceive the city as a “bedroom community” that is “boring” and “unknown” to outsiders and, most definitely, “not a tourism destination.” One resident, engaged in statewide tourism promotion, even admitted limited familiarity with her hometown of three years, reinforcing the perception of Menifee not being a primary visitor destination.

DESIRE FOR A DOWNTOWN
Residents are longing for a central, defining place in the city, and many referenced the need for a “walkable downtown” or “heartbeat of the city.” It was a prominent theme, especially in discussions about long-term opportunities and top priorities. They are looking for their city leaders to work with developers to shape a retail center (or similar) that would offer a de facto downtown feeling and a community gathering place.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 26
Menifee Mayor and City Council
October 1, 2025
Page
27 of 135

Placemaking Master Plan 2025 | 25

DESIRE FOR A DEFINING

ATTRACTION
The Motte Historical Car Museum could very well
be an underutilized defining asset for Menifee.

The authentic car museum is already a destination
for classic car buffs, and an adjoining structure is
already designated to be the new home of the
Menifee History Museum. The multigenerational
ranch owners are even interested in expansion to
perhaps celebrate the city’s rich agricultural history.

The concept of establishing locations within the
city as “roadside attractions” was also proposed,
highlighting a perceived need for unique,
identifiable landmarks. Research from Visit
California has shown that people will drive 30
minutes off their path to see a “roadside attraction.”
The city has a strong connection to World War
II hero and Western actor Audie Murphy (the
namesake of the largest residential community
in the city), and the Quail Valley region was once
a luxury getaway to stars of the “Rat Pack” in the
1950s. Commemorative statues and plaques,
alongside fun existing city features like “Eagle
Rock,” could be promoted as attractions that could
drive interest in a day trip.

INTEREST IN LIVE EVENTS AND

CULTURAL FESTIVALS
Residents expressed a keen interest in expanding
the city’s offerings of live events and cultural
festivals to draw more people and enrich
community life. Music festivals were frequently
suggested as events that would attract visitors, as
well as art or cultural festivals. Community leaders
pointed to the future amphitheater as a venue with
much potential, tempered with concerns about
traffic and parking. A reputation for live music
could perhaps drive the opening of a small, indoor
live music venue (like the Coach House in San
Juan Capistrano). Finally, the idea of developing a
“conference/banquet center” was even put forth as
a top priority for the master plan, indicating a desire for large-scale, recurring events.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 27
Menifee Mayor and City Council
October 1, 2025
Page
28 of 135

26 | CITY OF MENIFEE
Visioning Session and
Stakeholder Interviews

NEED FOR MORE FAMIL Y AND

RECREATION ACTIVITIES
Menifee residents were clear and consistent in their
call for expanded recreational and entertainment
options, particularly catering to families. There was
no shortage of suggestions for new events and
experiences to attract both residents and visitors,
including music and art festivals, theater and live
music venues, car shows, health and fitness events,
and active (outdoor) lifestyle events. The strong
desire for “family-fun centers” such as bowling
alleys, arcades, movie theaters, and trampoline
parks was almost universally shared.

TAKE ADVANTAGE OF MT. SAN

JACINTO COLLEGE
The local college was frequently mentioned,
underscoring its significant, although perhaps
underutilized, role in the community’s identity and
future. Residents cited it as a place for events that
would attract more visitors. Already a recognized
community asset, there was consensus around
the desire for it to play an even more central
and defining role in the city’s future identity and
offerings. Future discussions might investigate
whether the college might be renamed Menifee
College for more local identification.

SHARED CHALLENGES
A recurring theme across the workshops and interviews revolved around existing challenges that need to be addressed for Menifee to evolve.

Traffic and Infrastructure:
“Traffic” was the most
frequently cited concern, with
specific mention of “traffic on
Newport.” Residents noted
that “streets are too big and
too fast” and that many streets
don’t feel safe for pedestrians.

Freeway congestion was also
highlighted as a challenge.

Concerns over traffic and
parking were often specifically
linked to proposed large-scale
community projects.

Lack of Entertainment and
Retail: A significant concern
was the perceived “lack of
entertainment” and general
lack of enough retailers,
restaurants and entertainment
destinations, particularly “date
night locations” and “non-chain
restaurants.” The desire for
“family fun centers” was strong
alongside a sentiment that
“there are very few things for
young people to do ... other
than sports.”
Growth Management
and Identity: “Growth
management” was identified
as a challenge, with a strong
sentiment toward balanced
growth and maintaining
a small-town feel. There
is a sense of an “identity
crisis” among residents who
appreciate the effort to define
what Menifee should be known
for. There was a collective
desire to be “known for more
than just building houses.”
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 28
Menifee Mayor and City Council
October 1, 2025
Page
29 of 135

Placemaking Master Plan 2025 | 27
Spotlight

EMBRACE A REPUTATION FOR

OUTDOOR ACTIVITIES
Council members and others spoke strongly
about the need for the city to acquire available
land for hiking and biking, adding more trails, and
working with entities to establish more sanctioned
tournaments and sporting events. The city is
already on its way to becoming a destination for
sanctioned high school and club team tournaments,
specifically for softball, cross country and action
sports events at the Gale Webb Action Sports Park.

BRANDING THE CITY IDENTITY
Some residents acknowledged that, at the least,
the city could have a consistent “brand” that
can be used to “feed marketing throughout the
community.” Part of this branding could be “visible,
small identifiers” that would visually share the
city name with travelers in the region. Examples
might include unique City signage on I-215 (e.g.,
murals, painted hillside lettering or a permanent city
electronic billboard), as well as trail signage.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 29
Menifee Mayor and City Council
October 1, 2025
Page
30 of 135

28 | CITY OF MENIFEE
Pillars of Place
Overview
From a data and analytics perspective, the Pillars of Place assessment — Hunden’s proprietary framework — offers a detailed analysis of visitor behavior across key destination categories, including attractions, events, shopping, and dining, as well as additional asset areas outlined here. These Pillars are central to cultivating a destination where people want to live, work, play, and visit. As part of this study, Hunden evaluated Menifee’s current and potential tourism assets, developed in collaboration with the Client, to uncover opportunities for enhanced asset activation and value creation. Given the current limited inventory of tourism assets within Menifee, the assessment also extended to regional destinations to analyze visitor patterns and identify how Menifee can attract and retain regional visitation through strategic development. Hunden benchmarked Menifee and surrounding cities across each of the following Pillar categories:

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 30
Menifee Mayor and City Council
October 1, 2025
Page
31 of 135

Placemaking Master Plan 2025 | 29
Concerts and
Entertainment Facilities
Sports Facilities and
Outdoor Recreation
Retail and Dining Nodes
Convention and Meetings
Facilities/Districts
Agricultural/Exposition/
Fairgrounds
Winery, Brewery, Distillery
and Food Halls
Hotels
Attractions, Water Parks
and Theme Parks
Parks, Trails and
Outdoor Space
Signature Festivals
and Events
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 31
Menifee Mayor and City Council
October 1, 2025
Page
32 of 135

30 | CITY OF MENIFEE
Concerts and Entertainment Facilities

OVERVIEW
The under-construction Central Park Amphitheater will be an impactful addition to Menifee’s limited supply of live entertainment venues when it opens. Additionally, there is significant unmet demand for indoor entertainment space to host live concerts, performances, and other events. As a result, many Menifee residents spend on entertainment in neighboring cities, representing a missed opportunity to retain local spending and capture additional tax revenue.

SUPPL Y AND PIPELINE

MAP ANAL YSIS
The amphitheater will be located in Central Park next to the Fairfield Inn & Suites and the Menifee Justice Center. HCN Bank Stadium sits on the Mt. San Jacinto College campus.

Name Capacity Y ear Opened
1 HCN Bank Stadium 5,000 2023
2 Central Park
Amphitheater TBD TBD
1 2
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 32
Menifee Mayor and City Council
October 1, 2025
Page
33 of 135

Placemaking Master Plan 2025 | 31
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 33
Menifee Mayor and City Council
October 1, 2025
Page
34 of 135

32 | CITY OF MENIFEE
Concerts and Entertainment Facilities

FEEDBACK
• Once complete, the new Central Park
Amphitheater will host regular events
and concerts. The City is pursuing public-
private partnerships to enhance year-round
programming and elevate the quality of
entertainment available to Menifee residents.
• Due to the lack of local outdoor and indoor
entertainment venues, residents spend on
concerts and performances in neighboring
cities such as Temecula and Riverside.
• Currently, there are no consistent live
entertainment options in Menifee. HCN Bank
Stadium occasionally hosts an event, but
residents would like to utilize outdoor and
indoor venues for concerts, comedy shows,
performing arts, and other entertainment
year-round. There is excitement for the new
amphitheater to be a key community space
and entertainment option.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 34
Menifee Mayor and City Council
October 1, 2025
Page
35 of 135

Placemaking Master Plan 2025 | 33

RECOMMENDATIONS & DESTINATION

STRATEGY
Maximize the Role of the Central
Park Amphitheater
Position the new amphitheater as a central
community hub by regularly hosting events
and festivals that enhance local vibrancy.

Encourage public-private partnerships to broaden
programming and secure sponsorship support.

Expand Y ear-Round Live
Entertainment Offerings
Make long-term plans to build or incentivize the
development of an indoor entertainment venue,
such as a performing arts center or flexible
event space.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 35
Menifee Mayor and City Council
October 1, 2025
Page
36 of 135

34 | CITY OF MENIFEE
Sports Facilities and Outdoor Recreation

OVERVIEW
Menifee is home to many outdoor recreation and sports parks. With Menifee’s strong identity among young families, the City has invested significantly in community parks and youth sports parks. That being said, the City’s Parks Master Plan identifies an ongoing need, as the city does not currently meet the recommended park acreage requirements for its population. The most notable of these are Heritage Lake Sports Park, Lago Vista Sports Park, and Wheatfield Park, which account for the majority of the city’s baseball/softball and multipurpose fields. These parks are maintained by the Valley-Wide Recreation and Park District. Another place of note is the Gale Webb Action Sports Park, the largest mountain bike and pump track of its kind in Southern California.

Due to a lack of overall field count, Menifee does not have an outdoor sports facility that has the ability to attract regional youth sports tournaments. Cities such as Perris, Murrieta, and Temecula have facilities that are able to attract these tournament opportunities and are then able to generate significant economic impact for the City.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 36
Menifee Mayor and City Council
October 1, 2025
Page
37 of 135

Placemaking Master Plan 2025 | 35
SPORTS AND OUTDOOR RECREATION SUPPL Y | MENIFEE, CA & GREATER

SURROUNDING AREA
Venue Location Type
Miles
from
City
Hall
2024
Visits
% Visits
50+
Miles
%
Visits
100+
Miles
1 Lyle Marsh Park Menifee, CA Community Park 1.3 28,500 -- -- -- 1 -- 2 Lazy Creek Park Menifee, CA Community Park 1.7 16,400 -- -- -- -- 1 3 Quartz Ranch Park Menifee, CA Community Park 1.9 121,200 2.6% 1.7% -- 1 1 4 Wheatfield Park Menifee, CA Community Park 2.3 127,500 2.5% 1.1% 6 -- 1 5 E.L. Pete Petersen park Menifee, CA Community Park 2.4 47,900 3.5% -- -- 1 2 6 Aldergate Park Menifee, CA Community Park 2.5 45,800 -- -- 1 -- -- 7 Lago Vista Sports Park Menifee, CA Sports Park 2.5 87,600 7.8% 2.2% 3 1 1 8 Spirit Park Menifee, CA Community Park 2.5 123,800 4.8% 1.3% -- -- 2 9 Gale Webb Action Sports Park* Menifee, CA Action Sports Park 2.8 40,000 8.0% 2.8% -- -- -- 10 Silver Star Park Menifee, CA Community Park 3.1 23,800 -- -- -- -- 1 11 Audie Murphy Sports Park Menifee, CA Sports Park 3.2 84,000 6.4% 1.4% 1 1 1 12 Hidden Hills Park Menifee, CA Community Park 3.2 50,400 -- -- -- 1 1 13 El Doroado Park Menifee, CA Community Park 3.2 8,600 -- -- 1 -- -- 14 Centennial Park Menifee, CA Sports Park 3.3 108,000 2.9% 0.0% 2 1 2 15 John V. Denver Menifee, CA Community Park 3.3 11,500 -- -- -- -- 1 16 La Ladera Park Menifee, CA Community Park 3.4 82,000 5.9% 2.9% 1 1 1 17 Mahogany Creek Park Menifee, CA Community Park 3.5 2,200 -- -- 18 Sunrise Park Menifee, CA Community Park 3.8 31,600 -- -- 1 -- 1 19 Discovery Park Menifee, CA Community Park 3.9 43,700 -- -- 1 -- -- 20 Heritage Park Menifee, CA Community Park 4.5 40,700 5.2% -- 1 -- 1 21 McCall Canyon Park Menifee, CA Community Park 4.7 5,100 -- -- -- -- 1 22 Heritage Lake Sports Park Menifee, CA Community Park 4.9 117,200 3.2% 1.5% -- 6 3 23 Underwood Park Menifee, CA Community Park 4.9 63,300 3.8% -- -- 1 1.5 24 Veteran's Park Menifee, CA Sports Park 5.2 45,400 -- -- 2 1 2 25 Nova Park Menifee, CA Community Park 5.4 10,900 -- -- -- 1 -- 26 Mira Park Menifee, CA Community Park 5.4 12,200 -- -- 1 -- 1 27 Eller Park Menifee, CA Community Park 6.4 -- -- -- 1 -- -- 28 Winchester-Domenigoni Community Park Winchester, CA Community Park 6.5 54,500 1.7% 0.7% 3 2 1 29 Big League Dreams Perris Perris, CA Baseball Complex 6.6 485,000 23.2% 8.8% 6 1 -- 30 Marion V. Ashley Park and Community Center Menifee, CA Community Park 6.9 176,500 3.7% 0.8% 2 -- -- 31 Spencer's Crossing Sports Park Murrieta, CA Sports Park 8.4 61,400 3.6% 1.2% 2 3 1 32 Los Alamos Hills Sports Park Murrieta, CA Sports Park 8.4 480,900 3.9% 1.0% 4 9 -- 33 Abelia Sports Park Winchester, CA Sports Park 8.9 84,900 5.5% -- 2 1 -- 34 Brookfield Park Winchester, CA Communty Park 8.9 46,500 -- -- 1 -- -- 35 California Oaks Sports Park Murrieta, CA Sports Park 9.3 285,600 3.0% 1.5% 3 1 2 36 Enchanted Hills Park Perris, CA Community Park 11.4 122,500 2.7% 1.1% -- 2 2 37 Sommers Bend Sports Park Temecula, CA Sports Park 15.1 243,500 9.1% 1.8% 2 2 2 38 Ronald Reagan Sports Park Temecula, CA Sports Park 15.6 277,400 5.1% 2.0% 4 1 1 39 Regional Park San Jacinto, CA Sports Park 16.6 451,600 2.0% 0.8% 3 3 1 40 Patricia H. Birdsall Sports Park Temecula, CA Sports Park 19.0 554,500 8.5% 2.0% 4 4 4 41 Louis M. Jackson Park Hemet, CA Community Park 20.3 91,000 1.3% 0.5% 3 2 -- 42 Soboba Sports Complex San Jacinto, CA Sports Park 22.2 23,800 9.7% 3.8% 2 2 1 43 Galway Downs Soccer Complex Temecula, CA Soccer Complex 23.0 579,500 45.9% 11.8% -- 19 -- Average/Total -- -- 7 128,533 6.9% 2.3% 63 69 41
* includes BMX/Skate Park
“--” denotes insufficient visitation data from Placer.ai or information withheld due to proximity to a school.

Source: Placer.ai, Various
Diamonds
Multipurpose FieldsBasketball Courts
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 37
Menifee Mayor and City Council
October 1, 2025
Page
38 of 135

36 | CITY OF MENIFEE
Sports Facilities and Outdoor Recreation
Utilization of city parks is almost entirely generated by local residents and the proximate regional area.

Big League Dreams Perris is the closest regional sports facility, generating 23 percent of its 485,000 visits from beyond 50 miles and nine percent from beyond 100 miles. The most visited facility is Galway Downs Soccer Complex in Temecula, with nearly 580,000 visits and 46 percent of visitation from more than 50 miles away and 12 percent of visitation from more than 100 miles away.

INDOOR SUPPL Y MAP
3 5
6 1
2 4
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 38
Menifee Mayor and City Council
October 1, 2025
Page
39 of 135

Placemaking Master Plan 2025 | 37
The only facility that Menifee has for indoor recreation is the Valley-Wide Menifee Gymnasium, which only has one basketball court that is convertible into two volleyball courts. In the greater region, Rancho Sports Center and The Draft Sports Complex are the only two sport-specific facilities of note that could be utilized for tournaments. However, for residents of Menifee, these facilities require significant travel time with more than 30 minutes to drive to the Rancho Sports Center in Temecula and a drive exceeding 45 minutes to The Draft Sports Complex in Corona.

As it stands, Menifee residents spend a great deal of time in transit to and from youth sports practices and tournaments due to an overall lack of outdoor and indoor tournament-size facilities in Menifee.

In turn, the lack of a youth sports facility results in a significant leakage in consumer spending as residents and potential visitors are drawn away from Menifee.

INDOOR SPORTS SUPPL Y | MENIFEE, CA & GREATER SURROUNDING AREA Venue Location
Miles from
City Hall
2024
Visits
% Visits
50+
Miles
% Visits
100+
Miles
1 Riverside Convention Center* Riverside, CA 27.7 347,800 20% 12% - - 2 The Draft Sports Complex Corona, CA 29.8 317,200 17% 6% 9 9 3 Rancho Sports Center Temecula, CA 14.8 298,700 5% 2% 5 5 4 Temecula Community Recreation Center Temecula, CA 15.9 38,000 3% 1% 1 2 5 Valley-Wide Menifee Gymnasium Menifee, CA 2.1 69,900 1% 1% 1 2 6 Bobby Bonds Park Cesar Chavez Center Riverside, CA 26.0 17,100 1% 0% 1 1 Average/Total -- 19 181,450 8% 4% 17 19
* dictates facility is used for multiple purposes, some of which are indoor sports Source: Placer.ai, Various
BasketballVolleyball
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 39
Menifee Mayor and City Council
October 1, 2025
Page
40 of 135

38 | CITY OF MENIFEE
Sports Facilities and Outdoor Recreation

OUTDOOR RECREATION
The area surrounding Menifee offers an array of outdoor foot sports. AllTrails is a user-generated database of trails and may not represent an official listing of all designated trail spaces. According to AllTrails, there are approximately 40 trails for hiking, running/walking, and mountain biking within a 10- mile radius of Menifee. Beyond the greater Menifee area, there are more than 100 trails within driving distance for the residents of Menifee to utilize. The availability of these trails, both within the city and in dedicated hiking areas, increases the variety of outdoor recreation for residents and can potentially be used as an attractor from regional residents to be drawn to Menifee for the day.

The heat map to the right highlights
the most popular locations for
residents and visitors to utilize for
all foot sports such as running,
walking, and hiking.

The heat map to the left outlines the
most popular trails in the greater
Menifee area that are utilized by
mountain bikers. The cities that
these trails lay within are Menifee,
Canyon Lake, and Murrieta.
*Brighter, warmer colors on the Strava Heat Map
indicate higher levels of foot traffic and activity, while cooler, darker colors represent areas with lower usage.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 40
Menifee Mayor and City Council
October 1, 2025
Page
41 of 135

Placemaking Master Plan 2025 | 39

FEEDBACK
Outdoor Y outh Sports Tournament Facility
• Build a facility with at least eight outdoor multipurpose fields • An outdoor youth sports facility would allow for Menifee to pull from the Southern California region to generate room nights and additional spending at local restaurants and retails Indoor Y outh Sports and Multipurpose Facility
• Sports and multi-use facility utilized for basketball, volleyball, and pickleball specifically for youth in the community
• The City of Menifee is in need of an Aquatics Center as well • Parks and Recreation leaders have reported waitlists and over-capacity for current indoor sports programs

RECOMMENDATIONS &

DESTINATION STRATEGY
Invest in 398-Acre Outdoor Recreation District
Adventure Park, Trails, Mountain
Biking Infrastructure
Regional Sports Park (8+ fields and/or courts)
for soccer, softball, baseball, cricket, or
pickleball
Enables Menifee to host regional youth sports
tournaments
Indoor Sports Complex/Multipurpose Center
Capture year-round demand for basketball,
volleyball, and pickleball
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 41
Menifee Mayor and City Council
October 1, 2025
Page
42 of 135

Morgan Hill Outdoor Sports Center, Morgan Hill, CA
Twin Creek Sports Complex, Sunnyvale, CA
Silver Lakes Sports Complex, Norco, CA
40 | CITY OF MENIFEE
Sports Facilities and Outdoor Recreation

OUTDOOR SPORTS COMPLEX INSPIRATION
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 42
Menifee Mayor and City Council
October 1, 2025
Page
43 of 135

Woolly’s Adventure Summit, Mammoth Lakes, CA
Mountain Bikes Ropes Course Bungee Trampoline
Placemaking Master Plan 2025 | 41

OUTDOOR ADVENTURE PARK INSPIRATION
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 43
Menifee Mayor and City Council
October 1, 2025
Page
44 of 135

42 | CITY OF MENIFEE
Retail and Dining Nodes

OVERVIEW
Menifee has many shopping centers and retail strips with a diverse set of tenants, providing convenient access for residents. However, the city lacks a walkable shopping environment and high- end dining options.

LOCAL MAJOR RETAIL NODES
Name
2024
Visits
% Visits
25+ Miles Location Key Tenants
1 Countryside Marketplace 9,800,000 50% Haun Rd. &
Newport Rd.

Lowe's, Target, Best Buy, Aldi, Kohl's,
HomeGoods
2 Menifee Town Center 3,600,000 50% Antelope Rd. &
Newport Rd. Ross, Living Spaces, Ralphs, AutoZone
3 Menifee Lakes Plaza 2,700,000 48% Antelope Rd. &
Balsa Rd. Baron's Market, LA Fitness, Raising Canes
4 Cherry Hills Plaza 2,600,000 8% Cherry Hills Blvd.
& Sun City Blvd. Stater Bros. Markets, Vons, Walgreens
5 Newport Towne Square 1,900,000 11% Haun Rd. &
Newport Rd. Chick-fil-A, Applebee's
6 Center Pointe 1,500,000 9% Calle Tomas &
Newport Rd.

Olive Garden, Sprouts Farmers Market,
Luna Grill
Total/Average 19,500,000 34%
1 2
3 4
5 6
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 44
Menifee Mayor and City Council
October 1, 2025
Page
45 of 135

Placemaking Master Plan 2025 | 43

MAP ANAL YSIS
Retail and restaurants are clustered
near the intersection of Menifee’s most
trafficked arteries, Newport Road and
I-215. As the city’s largest concentration
of commercial assets, this area’s central
location and proximity to both Central
Park and City buildings position it as
a prime location for walkable infill
development to meet local demand.

CHART ANAL YSIS
Included above are the most prominent
retail nodes in Menifee, which
generated 19.5 million visits in 2024.

Menifee Town Center, Menifee Lakes
Plaza, and Countryside Marketplace
attracted about half of their visits from
more than 25 miles away. This is due to
their destination retail tenants such as
grocery stores and department stores.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 45
Menifee Mayor and City Council
October 1, 2025
Page
46 of 135

44 | CITY OF MENIFEE

FEEDBACK
• There is immense resident demand for a
walkable shopping and dining experience,
which does not currently exist in Menifee.
• Menifee has a large number of fast food and
chain restaurants; however, it lacks high-end
dining and date night options. There is a
need for authentic, locally owned, high-quality
restaurants, along with walkable access and
inviting outdoor dining experiences.

Retail and Dining Nodes
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 46
Menifee Mayor and City Council
October 1, 2025
Page
47 of 135

Placemaking Master Plan 2025 | 45

RECOMMENDATIONS & DESTINATION

STRATEGY
Develop a Walkable Retail and Dining District
• Incentivize the creation of a mixed-use,
pedestrian-oriented retail and restaurant hub
through targeted planning efforts and public-
private partnerships.
• Identify and activate a central site, such as
near the Economic Development Corridor
along Haun Road, that can accommodate
outdoor dining, local businesses, and
community gathering spaces.

Attract High-Quality, Locally Owned Restaurants
• Work with local restaurateurs and regional
operators to bring authentic, chef-driven
concepts to Menifee by offering incentives,
streamlined permitting, or development support.
• Promote zoning and design guidelines that
encourage patio dining, attractive storefronts,
and a cohesive visitor experience.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 47
Menifee Mayor and City Council
October 1, 2025
Page
48 of 135

46 | CITY OF MENIFEE
Retail and Dining Nodes

MIXED-USE INSPIRATION
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 48
Menifee Mayor and City Council
October 1, 2025
Page
49 of 135

Placemaking Master Plan 2025 | 47
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 49
Menifee Mayor and City Council
October 1, 2025
Page
50 of 135

48 | CITY OF MENIFEE
Convention and Meetings Facilities/Districts

OVERVIEW
Due to the shortage of corporate offices in Menifee, there has not been a focus on the development of convention and meeting space to host corporate events and conventions. There are, however, three locations largely utilized by the local population for events and meetings: the Fairfield Inn & Suites Menifee, Kay Ceniceros Senior Center, and Lazy Creek Recreation Center.

MAP ANAL YSIS
Menifee, as aforementioned, only has three meeting facilities: Fairfield Inn & Suites Menifee, Kay Ceniceros Senior Center, and Lazy Creek Recreation Center. Fairfield Inn & Suites Menifee is the largest function event space in Menifee with approximately 5,600 square feet spread across one grand ballroom, three additional spaces, and one boardroom. The grand ballroom has 4,085 square feet with a maximum capacity of 375 and the next largest space is 2,424 square feet with a maximum capacity of approximately 270. The boardroom is purposefully built as an intimate space of 377 square feet and has a capacity of 16. The other two facilities are local community centers that can be utilized for events (the square footage breakdown was unavailable).

LOCAL MEETING SPACE
1 2
3 Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 50
Menifee Mayor and City Council
October 1, 2025
Page
51 of 135

Placemaking Master Plan 2025 | 49

CHART ANAL YSIS
The Fairfield Inn & Suites Menifee is the largest function space in Menifee at nearly 5,600 square feet. Its largest ballroom has an area of approximately 4,100 square feet with a capacity of up to 375 attendees.

As the newest and most spacious event space in the city, it is highly utilized by residents for galas, socials, banquets, and weddings as well as local businesses for a variety of meetings and events.

EVENT AND MEETING SPACE | MENIFEE, CA & GREATER SURROUNDING AREA Venue Location Type
Miles from
City Hall
Total
Function
Space
2024
Visits
% Visits
50+ Miles
% Visits
100+
Miles
Palm Springs Convention
Center
Palm Springs,
CA
Convention
Center 56.0 163,523 264,800 80% 54%
1 Fairfield Inn &
Suites Menifee Menifee, CA Hotel 0.6 5,593 107,800 52% 38% Galway Downs Event
Center Temecula, CA Wedding
Venue 22.3 -- 43,200 51% 20%
South Coast Winery
Resort & Spa Temecula, CA Winery 19.5 -- 320,900 43% 16% Callaway Winery Temecula, CA Winery 17.0 4,800 130,400 41% 16% Avensole Winery Temecula, CA Wedding
Venue 19.7 -- 76,600 37% 13%
Temecula Creek Inn Temecula, CA Wedding
Venue 17.2 8,000 259,400 32% 15%
Ontario Convention
Center Ontario, CA Convention
Center 43.3 115,380 503,100 30% 20%
Riverside Convention
Center Riverside, CA Convention
Center 27.4 49,864 321,600 20% 11%
Marinaj Banquets &
Events
Moreno Valley,
CA Banquet Hall 19.0 -- 78,800 15% 5%
Riverside Municipal
Auditorium Riverside, CA Auditorium 27.1 6,547 190,700 15% 4% Beverly Banquets Ontario, CA Banquet Hall 45.0 -- 51,400 3% 2% 2 Kay Ceniceros
Senior Center Menifee, CA Community
Center 1.5 -- 30,400 -- --
3 Lazy Creek
Recreational Center Menifee, CA Community
Center 1.7 -- 13,600 -- --
Dove Canyon Courtyard Trabuco
Canyon, CA
Wedding
Venue 55.5 -- 16,300 -- --
Average -- -- 24.9 50,530 160,600 35% 18%
“--” Insufficient data
Source: Placer.ai
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 51
Menifee Mayor and City Council
October 1, 2025
Page
52 of 135

50 | CITY OF MENIFEE

FEEDBACK
Lack of Sufficient Hotel Accommodations
• Menifee does not have enough hotel
rooms or support amenities currently to
effectively host a large convention or
support active corporate business travel
and events.

Existing Demand
• Current demand primarily exists from
social and localized events, not corporate
demand. At the Fairfield Inn & Suites in
Menifee, their event space is utilized
largely on the weekends but the venue
lacks overall weekday demand.
• Menifee struggles to compete for venues
with Temecula Valley.
• Opportunity exists within Menifee’s local
event space and overall community for
a multi-use space to capture a variety of
events, including meetings, corporate and
social events, sports, and other activities.

The closest dedicated convention and event facility is the Riverside Convention Center at approximately 50,000 square feet. The Riverside Convention Center generates 20 percent of its visitors from greater than 50 miles, meaning it primarily serves the extended local population. In contrast, the Palm Springs Convention Center has more than 160,000 square feet of total function space and generates 80 percent of its visitors from greater than 50 miles. This facility serves as a destination event center and generates regional- and long-distance travelers from across California and the country.

With an overall lack of concentrated corporate offices and support amenities, Menifee is likely to be unable to support a convention center facility. Still, the local residents could greatly benefit from a multipurpose event space that could be utilized for a variety of community events and functions.

Convention and Meetings Facilities/Districts
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 52
Menifee Mayor and City Council
October 1, 2025
Page
53 of 135

Placemaking Master Plan 2025 | 51

RECOMMENDATIONS & DESTINATION

STRATEGY
Given residents’ current demand for event
spaces to host social events, there exists an
opportunity for a new multi-use space that can
capture the demand for meetings, sports, social
events, or other activities. Furthermore, as
Menifee continues to exponentially grow, there
will understandably be an increase in a corporate
presence in the city which, in turn, will generate
need for traditional meeting and conference
spaces. However, at this time, the potential of a
conference center is not a priority.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 53
Menifee Mayor and City Council
October 1, 2025
Page
54 of 135

52 | CITY OF MENIFEE
Agricultural/Exposition/Fairgrounds

OVERVIEW
Menifee is rooted in agricultural tradition but has few assets to support major agriculture-focused events or experiences. Larger fairgrounds and winery destinations are located outside the city, in Perris and Temecula.

LOCAL AND REGIONAL AGRICULTURAL, EXPO, AND FAIRGROUNDS ASSETS Local Asset Type City Miles from Menifee
1 Wickerd Farm Agriculture Venue Menifee, CA --
2 Mt. San Jacinto College Fairgrounds Menifee, CA --
Regional Asset Type City Miles from Menifee
3 Southern California Fair Fairgrounds Perris, CA 15
4 Temecula Valley Balloon & Wine Festival Fairgrounds Temecula, CA 21 5 Temecula Valley Wine Country Agricultural Venues Temecula, CA 23 6 Primal Pastures Agricultural Venue Murrieta, CA 13
2 1
6 4
5 3
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 54
Menifee Mayor and City Council
October 1, 2025
Page
55 of 135

Placemaking Master Plan 2025 | 53
Agricultural/Exposition/Fairgrounds

MAP ANAL YSIS
North of Menifee, the Southern California
Fairgrounds serve as a major regional
agritourism anchor, driven by livestock
shows and amusement rides. To the
south, Temecula Valley Wine Country
spans approximately 33,000 acres and
features 47 wineries, making it one of the
region’s premier tourism draws.

CHART ANAL YSIS
Mt. San Jacinto College provides green
space and facilities for events like the
Multicultural Festival and Fall Festival.

Nearby, Temecula Valley Wine Country
serves as a major regional agritourism
driver, presenting an opportunity for
Menifee to better align and tap into its
visitor base.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 55
Menifee Mayor and City Council
October 1, 2025
Page
56 of 135

54 | CITY OF MENIFEE
Agricultural/Exposition/Fairgrounds

FEEDBACK
• Menifee’s history as an agrarian community
is an important part of its ongoing identity
for residents. New agritourism experiences,
whether it be festivals, events, or a
permanent asset, would be welcomed and fit
in with its culture.
• The proximity of Menifee to Temecula Valley
Wine Country is an advantage that could be
better leveraged.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 56
Menifee Mayor and City Council
October 1, 2025
Page
57 of 135

Placemaking Master Plan 2025 | 55
Agricultural/Exposition/Fairgrounds

RECOMMENDATIONS & DESTINATION

STRATEGY
Leverage Proximity to Temecula
Valley Wine Country
• Align local event calendars with Temecula’s
peak seasons to capture spillover tourism, such
as offering harvest-themed festivals or wine-
pairing dinners timed with major wine events.
• Develop cross-marketing partnerships
with Temecula wineries, tour operators,
and hospitality businesses to create joint
packages and promotions that include
Menifee stops.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 57
Menifee Mayor and City Council
October 1, 2025
Page
58 of 135

SUPPL Y MAP
56 | CITY OF MENIFEE
Winery, Brewery, Distillery and Food Halls

OVERVIEW
Menifee’s visitors and residents are limited in the total amount of options they have to patronize a winery, brewery, or distillery within city limits. While the current supply of restaurant and drink options comes through large national chains such as BJ’s Restaurant & Brewhouse, Buffalo Wild Wings, and Applebee’s, there are a few local food and drink options such as Bushfire Kitchen, Tacos & Tequila – Grill & Cantina, Pitstop Pub Sports Bar & Grill, and Savage Chef Bar & Grill. These locally-owned options create a livelier food and drink environment for the local population beyond what is observed among the multitude of national chains offered in the city.

Food Hall
Breweries
Distilleries
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 58
Menifee Mayor and City Council
October 1, 2025
Page
59 of 135

Placemaking Master Plan 2025 | 57
WINERY
Temecula Valley, known as Southern California’s Wine Country, sits centric between Los Angeles, Orange County, and San Diego, the three major metropolitan areas of Southern California. With approximately 50 wineries, Temecula Valley offers a variety of boutique and full-service resorts and hotels, wine tasting experiences, vineyards, live entertainment and event venues, and restaurants. All these cultivate a unique and serene experience for all visitors. Menifee has the potential to tap into this market with its connectivity to the Temecula Wine Country through a back-door entrance via Scott Road. This route would allow easy access for visitors to spend a day of wine tasting and experiencing the different wineries while staying in Menifee, a central location near the greater Riverside County area.

DISTILLERY
Menifee and the surrounding region lack
distilleries. There are only three distilleries of note located within the greater surrounding Menifee
region. These are J. Riley Distillery in Redlands,
Drift Distillery in San Clemente, and Evolve
Distilling in Claremont.

FOOD HALL
Food halls are another experiential concept that Menifee can utilize to diversify its food & beverage offering and invigorate the city beyond its current offerings. Curating a food hall experience that taps into the cultures of the residents of Menifee and Southern California can create a unique culinary experience for Menifee’s citizens and visitors. Food halls also provide a unique opportunity to work in tandem as an entertainment facility posing as a place for groups and families to congregate for activities or to potentially be utilized for live entertainment/music to serve all ages with the diversified food and drink offerings. The closest traditional food hall, Riverside Food Lab, is approximately 30 miles away. The Farm House Collective has curated a similar experience with a mix of retail and restaurants but is not dedicated solely to food.

BREWERY
The only brewery in Menifee is Grey Iron
Brewing Company which, according to Placer.ai,
generated approximately 13,500 visits in 2024. In
the surrounding region, there are six additional
breweries which are all primarily concentrated in
the Murrieta and Temecula area. These locations
are depicted on the map.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 59
Menifee Mayor and City Council
October 1, 2025
Page
60 of 135

58 | CITY OF MENIFEE

FEEDBACK
• Temecula’s hotels are often overbooked,
overpriced, or overbooked and overpriced.

Menifee can capture potential visitors who are
looking for a weekend away and want to visit
Temecula/Murrieta/etc., but need additional
support amenities to “stay and play”.
• A shuttle or charter service could provide hotel-
to-winery services, in partnership with Temecula
wineries and/or Pechanga Resort Casino.
• There is potential for upscale restaurants,
rooftop bars, cocktail lounges, and evening
activities to capture tourists from all the
different regions.
• Open a brewery/distillery, with tasting room-
style environments, live music, food trucks, or
cultural events.

Winery, Brewery, Distillery and Food Halls
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 60
Menifee Mayor and City Council
October 1, 2025
Page
61 of 135

Placemaking Master Plan 2025 | 59

RECOMMENDATIONS & DESTINATION

STRATEGY
Leverage Scenic Scott Road to Strengthen
Menifee’s Role as a Regional Stay-and-Play
Destination
Utilize and promote Scott Rd. as the back way
into the Temecula Wine Country, allowing visitors
to Menifee easy access to Temecula’s wineries
and encouraging Menifee as a secondary
location to stay for visits to wineries.

Foster Regional Collaboration to Boost Culinary
Tourism
Develop formal partnerships with Menifee
hotel operators to create bundled experiences
that highlight Temecula Wine Country. These
packages could include tasting passes, behind-
the-scenes tours, or curated food & beverage
itineraries paired with hotel accommodations.

Position Menifee as an emerging culinary
destination and a key stop on the broader Wine
Country circuit.

Upscale Restaurants and Bars
• Menifee needs upscale restaurants, cocktail
lounges or bars, and breweries/distilleries to
capture both local demand and regional visitors
looking for something to do while in the city.
• Utilize the natural beauty of the landscape
with a rooftop bar that becomes an attractor
for people looking for a beautiful, high-
quality experience.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 61
Menifee Mayor and City Council
October 1, 2025
Page
62 of 135

SUPPL Y AND PIPELINE

MAP ANAL YSIS
The Fairfield Inn & Suites, along with three of the four planned hotels, are centrally located near the Economic Development Corridor. This emerging cluster of hospitality options will help anchor a denser city center and support a broader mix of uses, encouraging consistent visitation throughout the day.

Source: City of Menifee
1 2 3
4 5
Name
Number
of Rooms
Y ear Opened /
Status
1 Fairfield Inn & Suites
Menifee 99 2020
2 TownePlace Suites 117 Planned /
Proposed
3 Home2Suites 106 Planned /
Proposed
4 Hampton Inn 71 Under
Construction
5 Holiday Inn 98 Planned /
Proposed
Total 491
60 | CITY OF MENIFEE
Hotels

OVERVIEW
Menifee is experiencing a boom in hotel development, with four new properties totaling 392 rooms in the pipeline. These additions will expand the city’s capacity to host visitors attending local meetings, events, and nearby attractions like Temecula Valley Wine Country. The growing hotel base will strengthen Menifee’s position as a regional destination and support continued tourism growth.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 62
Menifee Mayor and City Council
October 1, 2025
Page
63 of 135

Placemaking Master Plan 2025 | 61

FEEDBACK
• There has been a major lack of hotel rooms in Menifee. The Fairfield Inn & Suites opening in 2020 has helped, but there is still immense unmet demand. The robust hotel pipeline will be crucial to supporting Menifee’s growing population along with new local events, entertainment, and meetings. • Menifee does not leverage its proximity to Temecula Valley Wine Country, which attracts millions of people annually. Solidifying Menifee’s role as a gateway to wine country could support local businesses and generate significant hotel tax revenue.
• There is a lack of function space to host conferences and meetings at local hotels.

RECOMMENDATIONS & DESTINATION

STRATEGY
Create Partnerships to Drive Wine
Country Tourism
Develop a formal partnership with local hotel
operators to create packages that promote
tourism to Temecula Valley Wine Country, such
as bundling hotel stays with guided wine tours,
tasting room passes, or exclusive shuttle services.

This will position Menifee hotels as the most
convenient and cost-effective home base for
wine region visitors.

Attract Greater Meetings and Events with
Increased Function Space
Through the development review process,
encourage new hotel projects to include flexible
meeting and event space that supports small
conferences, social events, and city events.

This expanded function space will help capture
additional overnight demand and support local
business and civic activities.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 63
Menifee Mayor and City Council
October 1, 2025
Page
64 of 135

62 | CITY OF MENIFEE
Attractions, Water Parks, and Theme Parks

OVERVIEW
Overall, Menifee has a lack of general entertainment and attraction assets within the city limits. Many of the attractions are located in other cities such as Murrieta, Temecula, Lake Elsinore, and Perris.

Three of Menifee’s main assets are the Menifee Community Center, the new stadium at Mt. San Jacinto College, and the soon to be opened Central Park Amphitheater. Other attractions in Menifee include Motte Historical Car Museum, Menifee History Museum, and Wheatfield Park. 1 8 7
4 10
11 2
9 6
5 ATTRACTIONS 3
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 64
Menifee Mayor and City Council
October 1, 2025
Page
65 of 135

Placemaking Master Plan 2025 | 63
ATTRACTIONS | MENIFEE, CA & GREATER SURROUNDING AREA
Name Location
Attraction
Type
Miles
from
City Hall
2024
Visits
% Out-of-
County
Visits
% Out-
of-State
Visits
1 Callaway Vineyard & Winery Temecula, CA Winery 17.5 130,400 59% 13% 2 Pechanga Resort Casino Temecula, CA Casino 20.8 4,600,000 58% 4% 3 Big League Dreams Perris Perris, CA Sports Facility 6.9 484,600 42% 4% 4 Diamond Stadium of Lake Elsinore Lake Elsinore, CA Stadium 9.0 240,800 23% 3% 5 Mulligan Family Fun Center Murrieta, CA Family
Entertainment 11.2 124,800 21% 5%
6 Pins N Pockets Lake Elsinore, CA Family
Entertainment 8.9 322,700 12% 2%
7 Western Science Center* Hemet, CA Museum 11.8 133,700 -- -- 8 Wheatfield Park Menifee, CA Sports Facility 2.2 127,800 -- -- 9 Perris Raceway Perris, CA Motorpark 11.0 70,200 -- -- 10 Drop Zone Waterpark Perris, CA Water Park 7.1 59,800 -- -- 11 Motte Historical Museum Menifee, CA Museum 6.9 12,200 -- -- Average -- -- 10.3 573,364 36% 5%

SUPPL Y TABLE ANAL YSIS AND ADDITIONAL INFORMATION
Beyond what is listed in the table to the left that outlines ten of the most visited attractions in the greater Menifee area, there are additional attractions that serve the region as well. These include the K1 Circuit – Outdoor Go Kart Track and Event Venue in Winchester, UpTown Jungle Fun Park and Reading Cinemas at Cal Oaks Plaza in Murrieta, and the UEC Diamond 8 Theater in Lake Elsinore.

There are four water parks in proximity to Menifee, the DropZone Waterpark in Perris, the Mulligan Family Fun Center in Murrieta, the Diamond Valley Lake Aquatic Center in Hemet, and the Donald J.

Parks Community Recreation Center in Temecula.

Southern California is home to a number of theme parks, most notably Disneyland. However, these facilities are not proximate to Menifee. The closest facility to Menifee is Castle Park in Riverside.

Castle Park is a family entertainment destination that features a water park and rides, mini golf, carnival games, and an arcade. Additional family entertainment destinations/theme parks in the region include Fiesta Village Family Fun Park, Disneyland, Knott’s Berry Farm, Legoland, and Six Flags Magic Mountain.
“--” Insufficient data
Source: Placer.ai
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 65
Menifee Mayor and City Council
October 1, 2025
Page
66 of 135

FEEDBACK
• Menifee would benefit from an expanded
range of entertainment options designed to
bring families together. Potential additions
could include bowling alleys, movie
theaters, arcades (e.g., Dave & Buster’s-
style venues), mini golf courses, or a
combination of these amenities.
• There is a strong need for a walkable,
synergistic downtown district that integrates
entertainment venues, retail shops,
restaurants, and bars. A thoughtfully curated
downtown could serve as a vibrant gathering
place for residents and attract regional
visitors. This district could be strategically
anchored by local attractions such as the
Motte Historical Car Museum or other key
elements of Menifee’s history.
• Menifee’s bicycle trail network is
internationally recognized. Greater promotion
and integration of nearby mountains and
hiking trails could further position Menifee as
an outdoor recreation destination.
64 | CITY OF MENIFEE
Attractions, Water Parks, and Theme Parks
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 66
Menifee Mayor and City Council
October 1, 2025
Page
67 of 135

RECOMMENDATIONS & DESTINATION

STRATEGY
Leverage Historical Museum Assets
• Menifee should prioritize the enhancement
and activation of its historical museum
assets. Through targeted renovations,
strategic marketing campaigns, and new
investment, these museums can be elevated
as signature attractions.
• By showcasing Menifee’s unique history
and cultural heritage, the museums have
the potential to engage a broader regional
audience and foster community pride.

Expand Family Entertainment Offerings
• Menifee should invest in the development of
family-friendly entertainment options aimed
at serving the youth and young families
within the community. Recommended
amenities include bowling alleys, movie
theaters, arcades, mini golf, or hybrid
entertainment complexes combining several
of these activities.
• At present, many families travel to Temecula
to access similar entertainment experiences.

Establishing these offerings locally would
enhance quality of life, drive economic activity,
and retain visitor spending within Menifee.

Placemaking Master Plan 2025 | 65
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 67
Menifee Mayor and City Council
October 1, 2025
Page
68 of 135

Woolly’s Adventure Summit, Mammoth Lakes, CA

OUTDOOR ADVENTURE PARK INSPIRATION
66 | CITY OF MENIFEE
Attractions, Water Parks, and Theme Parks
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 68
Menifee Mayor and City Council
October 1, 2025
Page
69 of 135

Placemaking Master Plan 2025 | 67
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 69
Menifee Mayor and City Council
October 1, 2025
Page
70 of 135

KEY TRAILHEADS
68 | CITY OF MENIFEE
Parks, Trails, and Outdoor Space

OVERVIEW
Parks and trails are not typically viewed as major tourism drivers, yet destinations that design, maintain, and promote unique park experiences can attract both new and returning visitors. With 22 city-owned and 24 Valley-Wide parks, Menifee offers an abundant supply of green space – yet there is untapped potential to elevate these assets into regional draws and enhance their everyday use by residents. Central Park is envisioned as the city’s primary gathering place, while Gale Webb serves as a signature park attraction. It is important to note that some existing user-created trails are located on private property, which presents both opportunities and challenges for future trail connectivity and user amenities.

Central Park is envisioned as the city’s primary gathering place, while Gale Webb serves as a signature park attraction.

Shown above is the route for
the most popular trail in Menifee
according to AllTrails, Three Peaks
Loop. The 3.2-mile path has an
elevation gain of 971 feet, offering
scenic views.

Above is the route for Salt Creek Trail
in Menifee, which follows alongside
Salt Creek, hence the name. The 8.5-
mile trail is one of the longest in the
region, and its relatively flat terrain
makes it ideal for runners, walkers,
and cyclists alike.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 70
Menifee Mayor and City Council
October 1, 2025
Page
71 of 135

FEEDBACK
• While Menifee has numerous green spaces and parks, it does not have a signature park that serves as a central meeting space for residents.
• Residents enjoy Menifee’s existing trails including the Salt Creek Trail, Simpson Trail at Aldergate Park, Three Peaks Loop, and Menifee Cross Trail.
• Salt Creek Trail could be utilized for events such as a signature cycling race.

RECOMMENDATIONS &

DESTINATION STRATEGY
Invest in 398-Acre Outdoor Recreation District
Adventure Park, Trails, Mountain
Biking Infrastructure.

Expand Trail Connectivity and User Amenities
Complete key trail segments including extending
the Salt Creek Trail east – west and expanding
the Paloma Wash Trail both north – south
and toward the Innovation District. Leverage
utility corridor trails and washes to strengthen
neighborhood connections, while adding
wayfinding, signage, shade trees, and rest
amenities to enhance accessibility and comfort.

Activate Central Park as a Y ear-Round
Community Hub
Establish a consistent calendar of diverse outdoor
programming, such as fitness classes, seasonal
markets, movie nights, and food trucks.

Placemaking Master Plan 2025 | 69
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 71
Menifee Mayor and City Council
October 1, 2025
Page
72 of 135

Bentonville, AR

MOUNTAIN BIKING INSPIRATION
70 | CITY OF MENIFEE
Parks, Trails, and Outdoor Space
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 72
Menifee Mayor and City Council
October 1, 2025
Page
73 of 135

Placemaking Master Plan 2025 | 71
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 73
Menifee Mayor and City Council
October 1, 2025
Page
74 of 135

72 | CITY OF MENIFEE
Signature Festivals and Events

OVERVIEW
Menifee hosts a variety of events throughout the course of the year that work to draw in regional visitors as well as engage the local community. These include, but are not limited to, holiday celebrations, expos, festivals, farmers markets, and movie nights. The most prominent of these events are the Tree Lighting and Holiday Bazaar in December, the Fall Festival in October, the Independence Celebration in July, and the Multicultural Festival in April.

SUPPL Y CHART ANAL YSIS
Outside of Menifee, other major events include
the Temecula Valley Balloon & Wine Festival,
which generates more than 30,000 visits each
year with many of the visitors originating from
more than 50 miles away, the Murrieta Birthday
Bash, Storm Baseball Opening Weekend in Lake
Elsinore, and the Southern California Fair hosted
in Perris. These events are iconic to each region
and often generate overnight visitors in their
respective area.

Event Name Location 2024 Date
Estimated
Attendance
% Visits
from > 30
Miles
% Visits
from > 50
Miles
Temecula Valley Balloon & Wine Festival Temecula, CA June 20-22, 2024 17,400 43.4% 24.7% Festival of Lights Riverside, CA November 23, 2024 25,800 27.3% 12.4% Storm Championship Game Lake Elsinore, CA Sept. 15, 2024 1,700 19.0% 9.6% Storm Baseball Events Lake Elsinore, CA April 5-7, 2024 8,700 12.8% 7.5% Tree Lighting + Holiday Bazaar Menifee, CA Dec. 7, 2024 4,100 11.5% 4.7% Southern California Fair Perris, CA Oct. 10-13, 2024 35,200 8.0% 3.3% Murrieta Birthday Bash Murrieta, CA June 29, 2024 14,500 6.2% 3.8% Fall Festival Menifee, CA Oct. 19, 2024 5,800 4.6% 3.0% Independence Celebration Menifee, CA June 29, 2024 7,800 4.1% 3.4% Multicultural Festival Menifee, CA April 13, 2024 1,000 -- -- Average 12,200 15% 8%
2024 EVENTS | MENIFEE, CA & SURROUNDING AREA
Source: Placer.ai, Various
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 74
Menifee Mayor and City Council
October 1, 2025
Page
75 of 135

FEEDBACK
Cultural events and festivals are a great way for Menifee to connect as a community, bringing together the immense diversity of the five incorporated communities. It is a way for young families and professionals to engage with the retiree communities, to connect on a personal level over shared holidays or cultural events. While Menifee already hosts a variety of events, the incorporation of a larger, grander event can attract regional visitation from surrounding communities and potentially visitors to generate hotel room nights.

Menifee currently has the potential opportunity to relocate the Family Fun Fest, also known as the Riverside County Fair, to the Mt. San Jacinto College campus in Menifee. In 2025, the fair is estimating approximately 40,000 attendees across seven days at its event location in Lake Elsinore, California.

RECOMMENDATIONS & DESTINATION

STRATEGY
Capitalize on Family Fun Fest
Generates significant visitation to boost positive
economic impact through sales and hotel tax.

Opportunity to Host Festival
Menifee has the potential to create a signature
event, such as a celebration of the city’s rich
agricultural history. This has the potential to engage
the local community, connect residents to one
another, and generate potential regional visitation
from Temecula and Murrieta. It is imperative that the
City bolster its resources dedicated to funding and
marketing a signature event.

Placemaking Master Plan 2025 | 73
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 75
Menifee Mayor and City Council
October 1, 2025
Page
76 of 135

Boulder Creek Festival, Boulder, CO
Outdoor recreation, yoga in the park,
and live music.

San Juan Capistrano
Swallows Day Parade,
San Juan Capistrano, CA
Celebrates history and cultural
heritage.

SIGNATURE EVENTS AND FESTIVALS INSPIRATION
74 | CITY OF MENIFEE
Signature Festivals and Events
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 76
Menifee Mayor and City Council
October 1, 2025
Page
77 of 135

Maker Faire Events, Various Cities
Innovation, entrepreneurship, and
hands-on demos.

Placemaking Master Plan 2025 | 75
Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 77
Menifee Mayor and City Council
October 1, 2025
Page
78 of 135

Summary
Opportunity Matrix
Hunden’s detailed assessment of the Pillars of Place resulted in the following key opportunities for Menifee. The framework shown identifies the level of opportunity within each category based on Hunden’s experience working in more than 1,000 different communities as well as an assessment of the quantity, performance, quality, visitation, visitor perception, and accessibility, among many other variables of the assets that fall into the Pillars of Place categories. 76 | CITY OF MENIFEE
Concerts and
Entertainment
Facilities
Sports Facilities and
Outdoor Recreation
Retail and
Dining Nodes
Convention and
Meetings Facilities/
Districts
Agricultural/
Exposition/
Fairgrounds
Winery, Brewery,
Distillery and
Food Halls
Hotels
Attractions, Water
Parks and
Theme Parks
Parks, Trails and
Outdoor Space
Signature Festivals
and Events
OPPORTUNITY Strong Strong Strong Moderate Good Strong Good Strong Strong Strong

PRIORITY LEVEL PRIORITY LEVEL
1 Short Term
(1-5 Y ears)
Launch Central
Park Amphitheater
programming; pilot
seasonal “Menifee
Music & Arts Festival”
at Central Park;
integrate community
survey feedback
by featuring family-
oriented performances
and multicultural
programming.

Design regional
sports park with 8+
fields; begin aquatics
center planning;
market
Gale Webb Action
Sports Park as
regional destination
& host events.

Initiate planning &
early activation of
the Menifee Hills
Recreation District.

Incentivize chef-
driven, local
restaurants;
plan walkable mixed-
use core.

Maximize Fairfield
Inn event space;
assess demand
for community
venue; explore
conference space
within future City Hall
development plans.

Host harvest/farm-
themed events; align
with Wine Country
peak season.

Build cross-promotions
with Temecula
Wine Country; host
tasting events.

Support and market
the new hotels in
pipeline; foster
stronger relationship
with hoteliers to
bundle events/tours/
shuttles with Temecula
Wine Country.

Improve visibility of
HCN Bank Stadium.

Explore small-scale
attractions. Build upon
privately owned and
operated community
amenities, such as
the Motte Museum,
through partnerships
and supportive
programming. Invest
in Infrastructure in
Menifee Outdoor
Recreation District.

Enhance Salt Creek
Trail and other paths
with signage, rest
stops, event usage;
begin branding
“Menifee Adventure
Loop” and launch
initial trail linkages.

Expand Multicultural
Fest, Fall Fest; trial
seasonal food, music,
or sports events.
2 Medium Term
(5-10 Y ears)
Evaluate Performing
Arts Center feasibility
with MSJC or school
district partnerships;
host year-round
entertainment
utilizing HCN
Bank Stadium.

Pursue private
investment in a
regional tournament
sports complex
(soccer, baseball,
multi-sport); develop
Menifee Adventure
Loop trail segments
connecting key parks
and destinations.

Launch food
hall and restaurant
row; host outdoor
dining events.

Build multipurpose
community event
center (social,
sports, business).

Relocate Family
Fun Fest to MSJC;
develop new Menifee
agriculture festival.

Develop curated
food hall with craft
breweries, local chefs,
live music.

Encourage hotel
projects to include
meeting/event space.

Introduce experiential
family-friendly venues
(e.g., pop-up museum,
indoor play).

Convert SCE and
flood control corridors
into shaded, multi-
use trails; introduce
themed trail
experiences with
landscaping, art,
and signage.

Launch Menifee
AdventureFest or
Menifee Spark! as
branded anchor
festival.
3 Long Term
(10-20 Y ears)
Build a performing
arts center or flexible
theater for community
and regional use.

Develop aquatics
and equestrian center
for tournaments,
rodeos, and
recreation; expand
398-acre Menifee
Hills Recreation
District into a fully
branded outdoor
adventure park.

Develop key mixed-
use district epicenter
along I-215 EDC
corridor; integrate
placemaking features
to elevate the dining
experience.

Evaluate future
feasibility of a
regional meeting
facility as
demand matures.

Plan and develop
permanent
fairgrounds or expo
center reflecting
local heritage.

Establish a culinary &
beverage destination
district (rooftop
bars, lounges).

Consider high-amenity
or boutique hotel
tied to Wine Country
identity and city center.

Public-private
partnership
for permanent
entertainment asset
(e.g., branded
venue, water park).

Develop signature
“Menifee Central
Park” with art,
water features, and
flexible use areas;
invest in connective
infrastructure (e.g.,
iconic pedestrian
bridge).

Build a full-year festival
calendar with
regional draw and
hotel-night generation.

Item Title: 4.1
Menifee Placemaking, Unique Identity, and Tourism Master Plan Workshop Item Page Number: 78
Menifee Mayor and City Council
October 1, 2025
Page
79 of 135

Placemaking Master Plan 2025 | 77
Concerts and
Entertainment
Facilities
Sports Facilities and
Outdoor Recreation
Retail and
Dining Nodes
Convention and
Meetings Facilities/
Districts
Agricultural/
Exposition/
Fairgrounds
Winery, Brewery,
Distillery and
Food Halls
Hotels
Attractions, Water
Parks and
Theme Parks
Parks, Trails and
Outdoor Space
Signature Festivals
and Events
OPPORTUNITY Strong Strong Strong Moderate Good Strong Good Strong Strong Strong