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?
OVERARCHING GOAL
Develop a strategic roadmap and action plan for advancing tourism offerings through an asset and event opportunity analysis, with the goal of establishing an authentic and unique identity for the City. | hunden.com | © 2025 Hunden Partners. All rights reserved. 2 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.
Project Goals
& Objectives
| hunden.com | © 2025 Hunden Partners. All rights reserved. 3 Executive Summary
PURPOSE
• Roadmap to strengthen Menifee’s
identity, enhance livability, and grow the
visitor economy.
• Builds on the 2023 – 2028 Strategic
Plan and resident-driven priorities.
WHY NOW
• 125K+ residents (50% growth since 2010).
• $2.2B in unmet need in dining, retail,
and amenities.
• Need for authentic community hubs and
family-friendly experiences.
MENIFEE’S UNIQUE IDENTITY
At the heart of this transformation are five pillars
shaped by resident input:
• Culture & Heritage
• Adventure
• Innovation
• Community & Belonging
• Opportunity
These pillars reflect community priorities –
more family events, cultural celebrations, trails,
and opportunities for local businesses – and
provide the foundation for all placemaking and
investment strategies.
KEY STRATEGIES
• Establish Epicenters along I-215 with mixed-
use, culture, and civic spaces.
• Develop the Menifee Hills into a signature
recreation and adventure destination.
• Integrate Eatertainment: dining +
experiences.
• Leverage Mt. San Jacinto College as a
cultural and civic anchor.
• Activate underutilized spaces with festivals,
public art, and trails.
• Align funding & partnerships for sustainable
investment.
THE RESULT
Menifee evolves into a true destination
city, defined by vibrant epicenters,
signature experiences, and a community
identity that honors its past while
embracing adventure.
From a bedroom community
to a destination city –
Menifee will be known as
“Where Heritage
Meets Adventure.”
| hunden.com | © 2025 Hunden Partners. All rights reserved. 4 “SMALL-TOWN” FEEL IN A
RAPIDL Y GROWING CITY
One of the fastest-growing cities in the state now
home to more than 125,000 residents in more than
40,000 housing units.
A COMMUNITY IN SEARCH
OF AN IDENTITY
The absence of a central, walkable downtown or
civic heart contributes to an undefined sense of
place.
DESIGN MATTERS: FROM
FUNCTIONAL TO MEMORABLE
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.
City of Menifee Overview
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.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 5 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.
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.
CITY FACILITIES
Status: Planned
Plans are in place for several new city facilities,
including a future City Hall, Police Station
Headquarters, Public Works Maintenance and
Operations Center, and a new Fire Station. 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.
SUN CITY GREENSPACE
Status: In Design
This 1.87-acre project will add landscaping, benches,
fountains, workout stations, and parking in Sun City.
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.
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.
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.
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.
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.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 6 Plan Engagement
In-Person Working Group Meetings
2 Virtual 30-Minute
Stakeholder Interviews
35 -Day Familiarization Tour Visiting
Key Attractions & Staff in Menifee
3 Resident Responses to the
Resident Sentiment Survey
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…
| hunden.com | © 2025 Hunden Partners. All rights reserved. 7 Resident Feedback Survey 1,065
+60%
50%
+55%
+47%
Total Survey
Responses Received
R
ate 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
POSITIVE NEGATIVE
WHAT ARE THE FIRST THREE WORDS OR PHRASES THAT
COME TO MIND WHEN YOU THINK OF MENIFEE?
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. | hunden.com | © 2025 Hunden Partners. All rights reserved. 8 Visioning Session and Stakeholder
Interviews
A GROWING CITY:
RESIDENTIAL
AND SAFE
NEED FOR MORE
F
AMIL Y AND
RECREATION
ACTIVITIES
TAKE ADVANTAGE
OF MT. SAN JACINTO
COLLEGE
EMBRA
CE A
REPUTATION
FOR OUTDOOR
ACTIVITIES
BRANDING
THE CITY
IDENTITY
SHARED
CHALLENGES
Traffic and Infrastructure
Lack of Entertainment and Retail
Growth Management and Identity
DESIRE FOR A
DOWNTOWN
DESIRE FOR A
DEFINING
A
TTRACTION
INTEREST IN LIVE
EVENTS AND
CULTURAL FESTIVALS
| hunden.com | © 2025 Hunden Partners. All rights reserved. 9 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:
Concerts and
Entertainment Facilities
Sports F
acilities and Outdoor
Recreation
Retail and Dining Nodes
Convention and Meetings
Facilities/Districts
Agricultural/Exposition/
Fairgrounds
Winery, Brewery, Distillery
and Food Halls
H
otels
Attractions, Water Parks
and Theme Parks
P
arks, Trails and
Outdoor Space
Signa
ture Festivals
and Events
Pillars of Place
| hunden.com | © 2025 Hunden Partners. All rights reserved. 10 Pillars of Place
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. Many Menifee residents spend on entertainment in neighboring cities, representing a missed opportunity to retain local spending and capture additional tax revenue.
FEEDBACK
• Central Park Amphitheater will host regular events
and concerts.
• City pursuing public-private partnerships to expand year- round programming.
• Lack of local venues drives residents to Temecula and Riverside for entertainment.
• Menifee has no consistent live entertainment options; HCN Bank Stadium only occasional events.
• Amphitheater expected to become a key community hub
for concerts, comedy, and performing arts.
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.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 11 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.
Pillars of Place
Sports Facilities and Outdoor Recreation
| hunden.com | © 2025 Hunden Partners. All rights reserved. 12 Outdoor Sports Complex Inspiration
MORGAN HILL OUTDOOR SPORTS
CENTER, MORGAN HILL, CA
TWIN CREEK SPORTS COMPLEX,
SUNNYVALE, CA
SILVER LAKES SPORTS COMPLEX,
NORCO, CA
| hunden.com | © 2025 Hunden Partners. All rights reserved. 13 Outdoor Adventure Park Inspiration
WOOLL Y’S ADVENTURE SUMMIT,
MAMMOTH LAKES, CA
| hunden.com | © 2025 Hunden Partners. All rights reserved. 14 Outdoor Adventure Park Inspiration
MOUNTAIN BIKES ROPES COURSE BUNGEE TRAMPOLINE
| hunden.com | © 2025 Hunden Partners. All rights reserved. 15 Pillars of Place
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.
FEEDBACK
• Demand for walkable shopping and dining experiences.
• 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.
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.
LOCAL MAJOR RETAIL NODES
1 2
3 4
5 6
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%
| hunden.com | © 2025 Hunden Partners. All rights reserved. 16 Mixed-Use Inspiration
| hunden.com | © 2025 Hunden Partners. All rights reserved. 17 Pillars of Place
Convention and Meetings Facilities/Districts
OVERVIEW
• Menifee lacks corporate offices, limiting demand for convention/meeting space. • Current event/meeting venues: Fairfield Inn & Suites, Kay Ceniceros Senior Center, Lazy Creek Recreation Center.
• Without corporate presence and support amenities, a convention center is not feasible. • A multipurpose event space could still benefit residents for community events/functions.
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.
RECOMMENDATIONS &
DESTINATION STRATEGY
• Menifee’s growing demand for social, sports, and
community events presents an opportunity for a new
multi-use space.
• While future corporate growth may increase demand
for meeting and conference facilities, a conference
center is not a current priority.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 18 Pillars of Place
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.
FEEDBACK
• 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.
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.
2 1
6 4
5 3
LOCAL AND REGIONAL AGRICULTURAL,
EXPO, AND FAIRGROUNDS ASSETS
• Mt. San Jacinto College offers green space and infrastructure for festivals and events.
• Menifee Hills, Quail Valley Nature Park, and agri-commercial opportunities in the Menifee Valley Specific Plan highlight the city’s potential for agricultural and nature-based programming, with private ventures like Wickerd Farm as a supporting example.
• Temecula Valley Wine Country drives regional agritourism—opportunity for Menifee to capture visitors.
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
| hunden.com | © 2025 Hunden Partners. All rights reserved. 19 Pillars of Place
Winery, Brewery, Distillery and Food Halls
FEEDBACK
• Temecula hotels are often overbooked/overpriced,
creating opportunity for Menifee to capture visitors.
• Shuttle/charter service could link Menifee hotels to
Temecula wineries and Pechanga.
• Upscale restaurants, rooftop bars, lounges, and
evening activities can attract regional tourists.
• Brewery/distillery with tasting rooms, live music, food trucks, and cultural events could enhance appeal.
RECOMMENDATIONS &
DESTINATION STRATEGY
Leverage Scenic Scott Road to Strengthen Menifee’s
Role as a Regional Stay-and-Play Destination
Foster Regional Collaboration to Boost Culinary Tourism Develop formal partnerships with Menifee hotel operators to create bundled experiences that highlight Temecula
Wine Country.
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.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 20 Pillars of Place
Hotels
OVERVIEW
Menifee is experiencing a boom in hotel development, with four new properties totaling 392 rooms in the pipeline. The growing hotel base will strengthen Menifee’s position as a regional destination and support continued tourism growth.
FEEDBACK
• Fairfield meets some demand, but hotel room shortage remains. • Strong hotel pipeline needed to support growth, events, and meetings.
• Menifee under-leverages proximity to Temecula Wine Country; positioning as gateway could boost hotel tax revenue.
• Corporate demand will rise with Innovation District, increasing need for meeting/event space.
RECOMMENDATIONS & DESTINATION
STRATEGY
Create Partnerships to Drive Wine Country Tourism
Develop formal partnerships with local hotel operators to offer packages promoting Temecula Valley Wine Country.
Bundle Hotel Stays with Guided Tours and Passes
Position Menifee hotels as the most convenient and cost-effective base for visitors.
Attract Greater Meetings and Events with Increased Function Space • Encourage new hotel projects, through the development review process, to include flexible meeting and event space.
• Offer development incentives to attract higher-end hotel products.
SUPPL Y AND PIPELINE
Name
Number of
Rooms Y ear Opened / Status
Fairfield Inn & Suites Menifee 99 2020
TownePlace Suites 117 Planned / Proposed
Home2Suites 106 Planned / Proposed
Hampton Inn 71 Planned / Proposed
Holiday Inn 98 Planned / Proposed
Total 491
| hunden.com | © 2025 Hunden Partners. All rights reserved. 21 FEEDBACK
• Menifee would benefit from more family-oriented
entertainment such as bowling, theaters,
arcades, and mini golf.
• A walkable downtown with entertainment, dining,
retail, and bars — anchored by local attractions
like the Motte Historical Car Museum — could
serve as a regional gathering place.
• Menifee’s internationally recognized bike trails,
along with nearby mountains and hiking, present
strong opportunities to market the city as an
outdoor recreation destination.
RECOMMENDATIONS & DESTINATION STRATEGY
Leverage Historical Museum Assets
• Menifee should enhance and activate its historical museums through renovations, strategic marketing, and investment, positioning them as signature attractions. • Highlighting the city’s unique history and culture can broaden regional appeal while strengthening community pride.
Expand Family Entertainment Offerings
• Menifee should develop family-oriented entertainment such as bowling, theaters, arcades, mini golf, or hybrid complexes.
• Currently, many residents travel to Temecula for these experiences; providing them locally would improve quality of life, boost the economy, and keep spending in Menifee.
Pillars of Place
Attractions, Water Parks, and Theme Parks
| hunden.com | © 2025 Hunden Partners. All rights reserved. 22 Outdoor Adventure Park Inspiration
WOOLL Y’S ADVENTURE SUMMIT,
MAMMOTH LAKES, CA
| hunden.com | © 2025 Hunden Partners. All rights reserved. 23 Outdoor Adventure Park Inspiration
WOOLL Y’S ADVENTURE SUMMIT,
MAMMOTH LAKES, CA
| hunden.com | © 2025 Hunden Partners. All rights reserved. 24 Three Peaks Loop | 3.2 miles Salt Creek Trail | 8.5 miles
OVERVIEW
Parks and Trails
While not traditional tourism drivers, well-designed and promoted parks can attract visitors and enrich community life. Menifee’s 46 parks provide ample green space, with Central Park envisioned as the city’s main gathering hub and Gale Webb as a signature attraction.
User-created trails on private property highlight both opportunities and challenges for future connectivity and amenities.
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.
Pillars of Place
Parks, Trails, and Outdoor Space
| hunden.com | © 2025 Hunden Partners. All rights reserved. 25 Mountain Biking Inspiration
BENTONVILLE, AR
| hunden.com | © 2025 Hunden Partners. All rights reserved. 26 Pillars of Place
Signature Festivals and Events
OVERVIEW
Menifee hosts year-round events,
attracting locals and regional visitors.
Event types: holiday celebrations, expos,
festivals, farmers markets, movie nights.
Signature events: Tree Lighting &
Holiday Bazaar (Dec.), Fall Festival
(Oct.), Independence Day Celebration,
Multicultural Festival (Apr.)
FEEDBACK
• Cultural events and festivals strengthen community
connections across Menifee’s diverse populations, from
young families to retirees.
• Larger-scale events can attract regional visitors and generate hotel demand.
• Opportunity exists to relocate the Family Fun Fest (Riverside County Fair) to Mt. San Jacinto College in Menifee.
• The 2025 fair is projected to draw ~40,000 attendees over seven days in Lake Elsinore.
Source: Placer.ai, Various
2024 EVENTS | MENIFEE, CA & SURROUNDING 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%
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 could establish a signature event, such as an
agricultural heritage festival, to strengthen community connections and attract visitors from nearby cities.
Dedicated funding and marketing will be essential to
its success.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 27 Signature Festivals & Events Inspiration
BOULDER CREEK FESTIVAL,
BOULDER, CO
Outdoor recreation, yoga in the park, and live music.
MAKER FAIRE EVENTS,
VARIOUS CITIES
Innovation, entrepreneurship, and hands-on demos.
SAN JUAN CAPISTRANO
SWALLOWS DAY PARADE,
SAN JUAN CAPISTRANO, CA
Celebrates history and cultural heritage.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 28 Signature Events Recommendations
Signature events are a critical element of placemaking and destination identity-building. For Menifee, a city rich in community pride and poised for regional prominence, signature festivals offer a high-impact opportunity to stimulate economic activity, celebrate local culture, and cultivate an authentic civic identity that distinguishes it from neighboring communities.
MENIFEE
ADVENTUREFEST
Outdoor recreation and
wellness celebration
leveraging the 398-acre
Outdoor Recreation District.
HERITAGE
CELEBRATION
Reimagined event honoring
Menifee’s history and
cultural roots.
MENIFEE
SPARK!
Innovation and culture
festival highlighting
MSJC and the city’s
entrepreneurial spirit.
SUPPORTING
EVENTS
Scalable, sustainable
concepts reinforcing
adventure, innovation,
community, and heritage.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 29 Signature Events Recommendations
1. MENIFEE ADVENTUREFEST – OUTDOOR RECREATION & WELLNESS FESTIVAL “Menifee: Where Opportunity Grows and Adventure Awaits.” Purpose
To showcase Menifee’s natural assets, promote healthy living, and celebrate cultural diversity while driving regional tourism and creating exposure for local businesses. This event directly responds to resident survey feedback calling for family-friendly festivals, outdoor recreation opportunities, and cultural activities that strengthen community pride.
Strategic Plan Alignment
Advances Strategic Plan goals for Unique Identity, Thriving Economy, and Community Engagement by positioning Menifee as a hub for outdoor recreation and wellness. Aligns with resident feedback prioritizing parks, trails, and local entertainment as core quality-of-life enhancements.
Type
Outdoor recreation, fitness, cultural, and family celebration.
Seasonality
Late Spring (April or May) to align with regional outdoor tourism peaks.
Primary Audience
Families, residents, regional visitors, athletes, students, seniors, and entrepreneurs.
Optimal Venue
Central Park Amphitheater, surrounding parkland, and the planned 398-acre Outdoor Recreation District.
Activities
Guided hikes, bike rides, 5k/10k runs, sports tournaments, kids’ craft zones, cultural performances, vendor and business expos, live entertainment, and an evening headline concert.
Use Case
Establish Menifee as a regional outdoor recreation hub while reinforcing community pride. Responds to survey calls for more local entertainment, cultural gatherings, and outdoor festivals that bring families together without requiring travel outside the city.
Development Notes
• Flexible outdoor layout with vendor tents, stages, and sports areas
• Align timing with regional events to encourage crossover attendance
• Incorporate kid-friendly, multicultural, and wellness programming consistent with survey results
• Timeline: 6 – 9 months (vendor recruitment, permitting, branding)
Revenue Potential
Vendor booth fees, outdoor brand and local sponsorships, race/ tournament registrations, VIP pass sales, food & beverage concessions.
Potential Economic Impact
• Increased hotel occupancy and restaurant sales from
regional visitors
• Revenue opportunities for local vendors and food trucks • Sports tourism draw from competitive events
• Enhanced exposure for Menifee-based businesses
and entrepreneurs
• Demonstrates responsiveness to community survey input | hunden.com | © 2025 Hunden Partners. All rights reserved. 30 Signature Events Recommendations
2. MENIFEE SPARK! – INNOVATION, TECHNOLOGY & CULTURE FESTIVAL “Menifee: Where Innovation Sparks Opportunity and Adventure.” Purpose
To position Menifee as a hub of creativity, education, and innovation by showcasing technology, entrepreneurship, arts, and culture. Spark! directly responds to resident survey feedback highlighting a desire for local entertainment, cultural celebrations, and opportunities for students and families to engage in unique experiences close to home.
Strategic Plan Alignment
Advances Strategic Plan goals for Unique Identity, Economic Development, and Community Engagement by connecting Menifee’s innovation assets with cultural programming. Aligns with survey priorities for family-oriented events, arts, and educational opportunities that build civic pride while attracting regional visitors.
Type
Innovation showcase, cultural festival, and
community celebration.
Seasonality
Early Fall (September) or aligned with Menifee’s anniversary to connect with city pride.
Primary Audience
Students, families, entrepreneurs, regional visitors, creative professionals, and residents of all ages.
Optimal Venue
MSJC campus, Central Park Amphitheater, and/or City event spaces.
Activities
Tech and innovation expos, maker fairs, robotics demonstrations, startup pitch competitions, art installations, cultural performances, live music, food trucks, local vendor marketplace, and interactive learning workshops.
Use Case
Establish Menifee as a regional innovation and cultural destination while reinforcing local pride. Responds to survey feedback requesting cultural festivals, educational opportunities, and family- friendly entertainment by delivering a festival that blends learning, creativity, and fun.
Development Notes
• Partner with MSJC, local schools, and entrepreneurs to co-develop programming
• Feature interactive, hands-on activities for families and students
• Incorporate cultural programming (arts, food, performances) • Timeline: Pre-planning 9 – 12 months; Implementation 2 – 3 days; Post-event surveys and data collection
Revenue Potential
Sponsorships (tech companies, local businesses, educational institutions), vendor fees, concessions, ticketed premium experiences, and naming rights.
Potential Economic Impact
• Increased visitation during academic season, boosting restaurants, retail, and hotels
• Elevated visibility for MSJC, local entrepreneurs,
and creative industries
• Opportunities for students to engage in
career-building experiences
• Reinforces Menifee’s reputation as a forward-looking city • Converts resident survey priorities into a flagship annual festival
| hunden.com | © 2025 Hunden Partners. All rights reserved. 31 Signature Events Recommendations
MENIFEE EVENT CALENDAR: HERITAGE & GROWTH CONCEPTS
In addition to the cornerstone signature festivals, Menifee has the opportunity to cultivate a distinct annual event calendar that reflects the city’s heritage, diversity, and modern identity. These additional concepts broaden the seasonal offerings, attract varied audiences, and ensure that residents and visitors alike have year-round opportunities to experience Menifee’s culture, history, and recreational assets:
Western & Heroes Festival
Rodeo demos, WWII exhibits, and veteran tribute.
Menifee Historical Days
Heritage crafts, mining demos, classic cars, vintage tractors, and Quail Valley storytelling at the Motte Historical Museum.
Central Park Summer Concerts /
Music & Arts Festival
Seasonal concerts culminating in a regional weekend of
music and arts.
Gale Webb Extreme Sports Expo
A signature youth-friendly event leveraging the Gale Webb Action Sports Park and its unique pump track. Could include pro rider demonstrations, BMX/skateboarding competitions, youth clinics, food trucks, and live music. This event builds on Menifee’s modern, family-oriented identity and positions the city as a regional draw in the action sports community.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 32 Signature Events Recommendations
GENERAL EVENT DEVELOPMENT PARAMETERS & CONSIDERATIONS
SITE SELECTION
CRITERIA
• Central access to existing and
planned infrastructure, with strong
connectivity
to I-215
• Parking availability and/or shuttle
access, particularly from hotel and
retail nodes
• Proximity to walkable amenities
and future mixed-use epicenters
along I-215 corridor
• Scenic or culturally significant
settings such as the 398-acre
recreation district, Salt Creek
Trail, or the MSJC campus
PARTNERSHIPS
• Collaborate with MSJC, local
schools, and community
colleges for venue space, student
engagement, and programming
support
• Engage local brewers, restaurants,
and food vendors to highlight
Menifee’s growing culinary scene
• Partner with veteran groups,
cultural associations, local
artists, and small businesses
to ensure authentic community
representation
• Leverage regional tourism
and economic development
organizations for broader
promotion and sponsorship
alignment
QUALITY STANDARDS
• Ensure ADA accessibility and
inclusive programming
• Prioritize cultural representation
and local talent
• Emphasize sustainability: waste
reduction, local sourcing, energy
use
FUTURE ACTION STEPS
• Conduct feasibility and economic
impact studies for each major
event concept
• Establish a City-led annual events
committee or task force to
manage planning, logistics, and
evaluation
• Align marketing strategies with
Visit California and Riverside
County tourism partners while
ensuring a Menifee-first brand
identity
• Secure early sponsorship
commitments, naming rights, and
vendor participation to create
sustainable revenue models
| hunden.com | © 2025 Hunden Partners. All rights reserved. 33 Recommendations
STRATEGIC FRAMEWORK
Hunden’s destination master plan identifies key opportunity areas for Menifee to focus on to become a better place
for both visitors and residents. The work does not stop at the culmination of this study. There are specific questions that still need answering and entities that need to align or engage to build a path forward that advances this plan and work toward specific goals.
Key Outcomes from
the Study Lead to
Critical Questions
to Answer
Specific Actions to
Answer Questions
| hunden.com | © 2025 Hunden Partners. All rights reserved. 34 Recommendations
To answer these questions and continue to make Menifee a better place for all, the first three assignments should include, but are not limited to the following:
Targeted Feasibility & Economic Impact Studies for Priority Placemaking Assets
Recommended focus areas: multi-sport and aquatics complex, performing arts and entertainment venue, signature festival concepts, a master plan for the 398-acre Menifee Hills Outdoor Recreation District, the Menifee Adventure Loop trail system, and an iconic pedestrian bridge across I-215.
• Outdoor recreation grants (state and federal)
• California Arts Council grants
• Feasibility study funding partnerships with MSJC & private sector Business Planning & Site Infrastructure Assessment
The City needs to pursue a planning effort to identify the size and scale of an offering within the Outdoor Recreation District. This includes:
• Conducting district feasibility work
• Utility connectivity and site infrastructure assessment • Concept planning
• Partnership identification
• City-owned, leased to private operator
The work has only just begun to explore answers to many questions to begin to tackle the major initiatives and projects identified in this plan. These include but are not limited to:
• Infrastructure
• Access
• Traffic
• Contracts for events,
partnerships
• Revenue sharing
• ROI for MSJC
• City infrastructure investment
• Funding
• Community Partners
• Branding/marketing
• Long-term partnership
for civic development &
identity creation
IDENTIFY MT. SAN JACINTO COLLEGE
AS A COMMUNITY ANCHOR
PLAN & INVES
T IN MENIFEE OUTDOOR
RECREATION DISTRICT 1 2
The assessment of each of these pillars resulted in four key outcomes for Menifee and partner organizations to focus on that will advance the City as a destination. These include:
| hunden.com | © 2025 Hunden Partners. All rights reserved. 35 Recommendations
To answer these questions and continue to make Menifee a better place for all, the first three assignments should include, but are not limited to the following:
Menifee Placemaking Investment Fund & Incentive Strategy Incentive framework for private investment, sponsorships and naming rights, policy alignment with City and State programs, revenue-sharing models, and governance structures to oversee funding and reinvestment.
• Sponsorships and naming rights for trails, events,
and public facilities
• Vendor fees and concessions revenue from festival activations • Philanthropy and donor campaigns for heritage
and cultural projects
• Foundation grants
Develop a Multi-Y ear Strategic Marketing
& Tourism Partnership Plan
Destination branding refresh, cohesive annual event calendar, regional/ state tourism partnerships, digital marketing tools, wayfinding strategies, and sponsorship activations.
• Tourism Marketing District (TMD/TID)
• Transient Occupancy Tax (TOT) reinvestment
• Regional tourism grants and Visit California co-op programs • EIFD/CFD tools for major public realm and streetscape enhancements The work has only just begun to explore answers to many questions to begin to tackle the major initiatives and projects identified in this plan. These include but are not limited to:
• Information sharing
• Policy
• City/State incentive
programs
• Location along
I-215 corridor
• Size & uses
• Placemaking features
• Financing & incentives
• How can the City of Menifee
actively support projects that
make the city a better place?
• Developer/private interests
• Land availability
• City incentives
• Performance & impact
ESTABLISH AN EPICENTER IN MENIFEE
AND A KEY IDENTITY ANCHOR
FUND PLACEMAKING
PROJECTS & INITIATIVES
The assessment of each of these pillars resulted in four key outcomes for Menifee and partner organizations to focus on that will advance the City as a destination. These include:
3 4
| hunden.com | © 2025 Hunden Partners. All rights reserved. 36 A CANVAS FOR CULTURE, COMMUNITY,
AND CELEBRATION
FROM BEDROOM COMMUNITY
TO DESTINATION CITY
A THRIVING ECONOMY BUILT
ON EXPERIENCE & OPPORTUNITY
Painting a Picture
of the Future
| hunden.com | © 2025 Hunden Partners. All rights reserved. 37 Appendix
| hunden.com | © 2025 Hunden Partners. All rights reserved. 38 Resident Feedback Survey
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%
Q2: HOW LIKEL Y 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.
Likely
Restaurants/
culinary/dining
experiences
Neutral
Retail shopping
experiences
Unlikely
Festivals &
events
Very unlikely Prefer not to answer
Indoor &
outdoor
recreational
experiences
Entertainment
experiences
Arts & cultural
experiences
Sports
facilities
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. | hunden.com | © 2025 Hunden Partners. All rights reserved. 39 Pillars of Place
Sports Facilities and Outdoor Recreation
OVERVIEW
• Menifee has many outdoor recreation and sports
parks, with major investment from the City and
private partners.
• Park acreage still falls short of recommended levels
per the Parks Master Plan.
• Key parks: Heritage Lake, Lago Vista, Wheatfield
(main sports fields), and Gale Webb Action Sports
Park (largest mountain bike/pump track in SoCal).
• Lack of fields prevents Menifee from hosting
regional youth sports tournaments, unlike Perris,
Murrieta, and Temecula.
• Six parks include 8 diamonds, 11 multipurpose fields, and 7 basketball courts, with ~580K visits in 2024 —
mostly local use.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 40 Pillars of Place
Winery, Brewery, Distillery and Food Halls
OVERVIEW
Menifee offers limited wineries, breweries, and
distilleries, with most dining options dominated
by national chains like BJ’s, Buffalo Wild Wings,
and Applebee’s. A handful of local spots such
as Bushfire Kitchen, Tacos & Tequila, Pitstop
Pub, and Savage Chef provide a more vibrant
food and drink scene beyond the standard
chain experience.
SUPPL Y MAP
WINERY
Temecula Valley, Southern California’s Wine Country,
hosts about 50 wineries along with resorts, tasting
rooms, entertainment, and dining. Menifee can tap into
this market via Scott Road, offering visitors convenient access to wine country while positioning the city as a
central lodging base in Riverside County.
BREWERY
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.
Food Hall
Breweries
Distilleries
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. 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.
| hunden.com | © 2025 Hunden Partners. All rights reserved. 41 Concerts and
Entertainment Facilities
Sports Facilities and
Outdoor Recreation
Retail and
Dining Nodes
Convention and
Meetings Facilities/
Districts
Agricultural/
Exposition/Fairgrounds
OPPORTUNITY Strong Strong Strong Moderate Good
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.
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.
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.
Opportunities
GOAL
To provide strategic action items in the short, medium, and long term that give Menifee a task list to provide the maximum return on investment for the visitor economy, while elevating the quality of life for residents. | hunden.com | © 2025 Hunden Partners. All rights reserved. 42 Opportunities
Winery, Brewery,
Distillery and
Food Halls
Hotels Attractions, Water Parks
and Theme Parks
Parks, Trails and
Outdoor Space
Signature Festivals and
Events
OPPORTUNITY Strong Good Strong Strong Strong
PRIORITY LEVEL
1 Short Term
(1-5 Y ears)
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; 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)
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)
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.