CITY OF MENIFEE
SUBJECT: Menifee Placemaking, Unique Identity, and Tourism Master Plan MEETING DATE: November 5, 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
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RECOMMENDED ACTION
1. Adopt the Menifee Placemaking, Unique Identity, and Tourism Master Plan.
DISCUSSION
The Menifee Placemaking, Unique Identity, and Tourism Master Plan (Plan) was developed to establish an authentic and clear identity for the City of Menifee and will also be utilized to guide future investments that enhance livability, economic vitality, and community pride. This Plan represents the culmination of over a year of data-driven analysis, community, business, and stakeholder engagement, and strategic planning designed to position Menifee as a premier destination to live, work, and visit.
Background
As a rapidly growing and young city, Menifee has experienced a transformative change since its incorporation. While growth has brought new amenities, housing, and development opportunities, it has also created a need for a cohesive City identity; one that celebrates Menifee’s history, captures the residents’ spirit, and builds a sense of place across the diverse communities that make Menifee unique. Recognizing this, City Council identified a Unique Identity as one of the five strategic priorities within the 2023-2028 Strategic Plan. Two specific objectives were established to advance this goal:
Objective 1: Conduct a placemaking 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, the City Council approved a Professional Services Agreement (PSA) with Hunden Partners on August 7, 2024, to prepare the Menifee Placemaking, Unique Identity, and Tourism Master Plan. Hunden Partners was selected through a competitive process for its
City of Menifee Staff Report
Menifee Placemaking, Unique Identity, and Tourism Master Plan Finalization November 5, 2025
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expertise in California destination development, tourism strategy, and community-based economic planning.
The creation of the Plan was a cross-departmental collaboration between the Economic Development, Community Development, and Community Services Department. This collaborative approach reinforces that placemaking and identity-building are citywide efforts; achieved not by one department alone, but through coordination across divisions committed to making Menifee a vibrant, welcoming, and economically strong community.
Plan Development and Community Engagement
The planning process launched in late 2024 and was guided by a robust outreach strategy to ensure the Plan reflected the community’s voice. Between February and May 2025, the consultant team, in collaboration with City staff and Westbound Communications, conducted the following:
Thirty-five stakeholder interviews with representatives from business, education, arts, and community organizations.
Two working group meetings and a three-day site visit to assess key City assets. A Resident Sentiment Survey with more than 1,000 responses, offering insight into Menifee’s current identity, local amenities, and tourism potential. Two Community Workshops for businesses and residents to provide their feedback.
Through this outreach, residents consistently expressed a desire for family-friendly spaces, unique entertainment and dining options, and cultural events that celebrate Menifee’s diversity and history. Many supported Menifee’s evolution into a regional destination, if growth remains authentic and community focused.
Pillars of the Plan
The Plan identifies five pillars as the foundation for Menifee’s unique identity and long-term placemaking strategy for investment, shaped by resident input:
Culture and Heritage
Adventure
Innovation
Community & Belonging
Opportunity
These pillars form the framework for actionable strategies across ten “Pillars of Place” categories, which include entertainment venues, outdoor recreation, dining districts, parks, and signature events.
City of Menifee Staff Report
Menifee Placemaking, Unique Identity, and Tourism Master Plan Finalization November 5, 2025
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Recommendations
Key recommendations from the plan include:
Establishing epicenters along the I-215 corridor with civic, cultural, and entertainment spaces.
Developing the Menifee Hills Outdoor Recreation District as a signature attraction. Activating Central Park Amphitheater and Citywide gathering spaces through live music, markets, and seasonal events.
Introducing signature festivals including Menifee Adventure Fest, Menifee Spark!, and Heritage Celebration to highlight Menifee’s diversity, creativity, and spirit. Strengthening partnerships with Mt. San Jacinto College, the business community, and local arts and culture organizations.
Leveraging branding, marketing, and tourism partnerships to elevate Menifee’s visibility within the Inland Empire and beyond.
Next Steps
The draft Plan was presented during a City Council Special Workshop on October 1, 2025, providing an opportunity for Council and community feedback. Upon adoption, City Staff will begin implementing priority recommendations, pursue relevant partnership opportunities, and integrate the plans into departmental future planning.
STRATEGIC PLAN OBJECTIVE
Unique Identity:
The Menifee Placemaking, Unique Identity, and Tourism Master Plan fulfills the unique identity specific plan objectives by creating a clear vision for Menifee to stand out as a vibrant and welcoming City with its own distinct character. Through the creation of new places, events, and partnerships, Menifee becomes a go-to destination for fun, culture, and community.
FISCAL IMPACT
There is no fiscal impact associated with this recommended action. The cost for the development of the Plan was previously approved by City Council on August 7, 2024, and is included in the adopted budget.
ATTACHMENTS
1. Menifee Placemaking, Unique Identity, and Tourism Master Plan