TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: Justin Clifton, City Manager
PREPARED BY: Kristen Crane, Assistant City Manager
SUBJECT:
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Reestablish the Town Square Park Amphitheater Subcommittee to include the Signature Events Policy
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RECOMMENDATION
recommendation
Reestablish and rename by minute order the Town Square Park Amphitheater Ad-Hoc Subcommittee to expand the focus of the Subcommittee to include the Signature Events policy and fee schedule for the Town Square Amphitheater and Park; and
Reappoint Mayor Warren and Council Member Holliday to serve on the Subcommittee; OR
Take another action the City Council deems appropriate.
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PRIOR ACTION/VOTE
On April 5, 2022, the City Council established the Town Square Amphitheater Subcommittee to provide direction on the vendor and guidelines of the Town Square Amphitheater (Vote: 5-0).
At the April 4, 2023, City Council meeting, the City Council adopted a use policy and framework for operations and special events for the Town Square Amphitheater and Park, which was amended on October 17, 2023 (Vote: 5-0).
On June 4, 2024, the City Council held a Public Hearing and conducted the first reading of Ordinance No. 604-24 Adopting the Town Square Park and Amphitheater Fees (Vote: 5-0).
On July 2, 2024, the City Council conducted the second reading of Ordinance No. 604-24 Adopting the Town Square Park and Amphitheater Fees (Vote: 5-0).
At the April 1, 2025, City Council meeting, the City Council requested to bring back an item regarding the cost structure for Tour de Murrieta, which is a City-designated Signature Event (Consensus).
CITY COUNCIL GOAL
Plan, program and create infrastructure development.
BACKGROUND
The City of Murrieta (City) prides itself on hosting numerous public events throughout the year, recognizing the vitality they add to the quality of life, as well as community cohesion. While many of these events are sponsored and organized by the City, there are other partner-organized events like Murrieta Market Nights, and several long-standing “Signature Events,” hosted by local nonprofit partners, such as the Tour de Murrieta, Field of Honor, and Susan G. Komen More than Pink Walk.
The City Council has a Signature Event Policy related to the partnership/cost-sharing structure for Signature Events. Signature Events receive a “credit” ranging from $5,000 to $10,000 toward City staff/venue costs versus absorbing the entire cost. However, the City has received multiple requests to provide financial support beyond these parameters. Following a recent discussion about additional financial support for the Tour de Murrieta, the City Council requested to bring that topic back for a more in-depth discussion in order to create a more global policy.
Separate but related, the City Council established a use policy and framework for operations and special events for the Town Square Amphitheater and Park in April 2023 for a two-year pilot period, with modifications adopted in October 2023. The intent was to conduct a two-year trial for expanded use of the Town Square Park and Amphitheater and to re-evaluate after two years for potential adjustments, with the goal of activating the space for additional community events hosted by community groups, as well as facilitating a partnership with a special event management firm to bring in several large-scale events each year. Since two years have elapsed, this is a suitable time to revisit the framework and recommend any potential adjustments.
Lastly, the City Council adopted a user fee schedule for the Town Square Park and Amphitheater in June 2024. Since that time, staff and the City Council have received mixed feedback on the fee structure.
Several interrelated policy considerations require evaluation, including (1) City cost-recovery goals/expectations balanced with the interest of creating numerous special event opportunities for residents; (2) management of staff resources to support events, especially after-hours and on weekends without leading to “overtime burn-out;” (3) long-term maintenance costs for the Town Square Park and Amphitheater facility; and (4) the further development of “tiers” for event-types to help determine what a fee structure would be.
In developing the Town Square Amphitheater and Park use policy and framework for operations and special events, a City Council subcommittee of two City Council Members was established to review the policy questions in-depth with staff and the City Attorney to make recommendations to the City Council. The subcommittee members were Mayor Cindy Warren and Council Member Ron Holliday.
Staff found working with the subcommittee on the policy questions to be effective and efficient. Therefore, staff recommends re-engaging a City Council subcommittee to revisit the Town Square Amphitheater and Park use policy and framework for operations and fees now that the two-year pilot program is ending, as well as the interconnected matter of the Signature Event policy. Staff recommends this approach as beneficial for exploring these topics together to address the interconnected policy and financial considerations and develop consistent policies.
If the City Council is amenable to this approach, staff envisions working with the subcommittee during summer 2025 and bringing back recommendations for the full City Council’s consideration in September 2025.
The focus of the subcommittee would be expanded beyond the Town Square Amphitheater and Park to also consider the fee schedule and the Signature Events policy, since there is interrelation between these topics from a policy-setting standpoint and to promote consistency.
If the City Council is amenable to this approach, staff envisions working with the subcommittee during summer 2025 and bringing back recommendations for the full City Council’s consideration in September 2025.
The focus of the subcommittee would be expanded beyond the Town Square Amphitheater and Park to also consider the fee schedule and the Signature Events policy, since there is interrelation between these topics from a policy-setting standpoint and to promote consistency.
FISCAL IMPACT
There is no fiscal impact associated with this matter.
ATTACHMENTS
None.