TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: Brian Ambrose, Community Services Director
PREPARED BY: Laura Frasso, Special Events Supervisor
SUBJECT:
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Adoption of Revised Town Square Park and Amphitheater Policy and User Fees
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ABSTRACT
This item presents for City Council adoption proposed updates to the City’s event policy and the existing fee schedule for Town Square Park & Amphitheater. The City Council’s vision is for the park to serve as a vibrant community hub that brings residents together through shared experiences, including concerts, family-friendly gatherings, and cultural events.
The proposed revisions are intended to encourage expanded programming while maintaining appropriate oversight, cost recovery, and operational standards. These changes formally conclude the pilot period and establish a permanent, tiered framework for event use, updated fees, and Signature Event designations at Town Square Park & Amphitheater.
RECOMMENDATION
recommendation
Receive the staff report and conduct a Public Hearing on proposed updates to the Town Square Park & Amphitheater Proposed User Fee Changes;
Adopt Resolution No. 26-4931 entitled: A Resolution of the City Council of the City of Murrieta, California, Approving the City’s Updated Town Square Park & Amphitheater Special Event Rates, User Fees; and
Adopt Town Square Park & Amphitheater and Signature Event Policy.
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PRIOR ACTION/VOTE
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).
On June 3, 2025, the City Council reestablished the Town Square Park Amphitheater Subcommittee to review the Town Square Park & Amphitheater and Signature Event Policy (Vote: 5-0).
On December 16, 2025, the City Council provided comments at a workshop in regard to the new policy and proposed fee schedule changes.
STRATEGIC ALIGNMENT
Foster and promote an engaged, connected and caring community. This item falls under Tier 3: Greater activation of Amphitheater. Lowering the majority of the fees will assist in activating the space on a more regular basis.
DISCUSSION
The City of Murrieta (City) hosts a wide range of public events each year, recognizing their importance in strengthening community pride, promoting cultural engagement, and enhancing overall quality of life. In addition to City-produced events, the city partners with nonprofit organizations, public agencies, and private event producers to deliver diverse community programming.
Long-standing Signature Events include the Tour de Murrieta, Murrieta Rod Run, the Susan G. Komen More Than Pink Walk, and the Field of Honor in partnership with the Rotary Club of Murrieta (proposed to transition to a Presenting Sponsor event). The City’s existing Signature Event Policy outlines partnership and in-kind sponsorship tiers for these established events; however, the City has increasingly received requests for financial support beyond the parameters of the policy. This trend has prompted a broader evaluation of how event classifications, community benefits, and cost recovery should align.
In April 2023, the City adopted a two-year pilot use policy for the Town Square Park & Amphitheater, with modifications approved in October 2023. In June 2024, the City Council adopted the official user fee schedule. The pilot program was intended to expand activation of the venue, support community-based programming, and evaluate the feasibility of hosting larger-scale partner events.
During the pilot period, staff and the City Council received mixed feedback from event organizers regarding rental terms and the fee structure. This feedback highlighted the need for clearer expectations between the City and its partners, as well as a more consistent and tiered pricing model.
Following completion of the pilot period in April 2025, the City Council reestablished the Town Square Park Amphitheater Subcommittee (Subcommittee) to refine the framework based on operational experience and community demand. At that time, Mayor Cindy Warren and Council Member Ron Holliday were appointed to serve on the Subcommittee, which has worked closely with staff to develop a clearer, more transparent policy (Attachment No. 1). The proposed policy outlines updated rental terms and fees (Attachment No. 2), as well as revisions to the Signature Event classifications.
The overarching policy objective remains unchanged: Town Square Park is intended to serve as a community-focused venue, prioritizing events that are open and accessible to residents (including ticketed events open to the public), rather than private, closed events. The proposed framework incorporates lessons learned from the pilot period and establishes a more consistent, transparent, and financially sustainable approach moving forward.
Key changes proposed through this review process include:
• Adding Police and Fire staffing matrices to improve transparency and enable more accurate cost estimates (Attachment No. 3);
• Introducing “Business Negotiated Events” as a new category to evaluate unique or high-impact proposals that do not fit within traditional event tiers;
• Establishing a flat per-attendee fee for events that serve alcohol to offset increased impacts on park operations and maintenance. The proposed $0.90 per-attendee Alcohol Event Cost Recovery Fee is described in Attachment No. 4, which documents the cost analysis and justification, including ongoing maintenance and capital reserve needs (e.g., perimeter fencing and shade structures). This fee is subject to the annual escalator;
• Revising Signature Event eligibility to require a minimum of five (5) years of prior operation;
• Reclassifying the Field of Honor event to a new Presenting Sponsor category;
• Launching the “Seed to Succeed” Program to support emerging community events;
• Defining updated reservation timelines for event organizers;
• Establishing thresholds for small versus large events; and
• Updating the overall fee structure and schedule currently existing within the City’s fee schedule, including hourly amphitheater rates.
These revisions are intended to ensure that Signature Event designation is reserved for long-standing, high-impact events with demonstrated and sustained community benefit, while also providing a flexible and equitable framework for new and evolving community programming.
On December 15, 2025, the City Council held a workshop discussion to review the Subcommittee’s recommendations on the proposed policy and fee schedule. Feedback from the City Council was positive at that time, and staff proceeded to work on the next steps for implementation. In that process, staff received feedback to restructure the proposed fee on alcohol sales for events where alcohol is served. The Alcohol Event Cost Recovery Fee described above reflects the restructured approach.
Analysis
The City Council has expressed a desire to increase the number of events, particularly at Town Square Park & Amphitheater. The proposed policy revisions are intended to streamline the process for outside event organizers. Additionally, the updated fee schedule reflects reduced costs for event organizers and the addition of the flat rate per attendee fee associated with events that include alcohol service.
Key Considerations
City Council direction is requested regarding which Signature Events should remain in the Signature Event category and which (if any) should transition to the Presenting Sponsorship tier. The current Signature Events are Tour de Murrieta, Rod Run, and the Susan G. Komen Race for the Cure event. Under the proposed policy, Field of Honor is slated to be a Presenting Sponsor event.
Pros/Cons
Pros
• Streamlines the permitting and coordination process, making it more efficient and user-friendly for event organizers.
• Reduces financial barriers, which may encourage increased participation and attract a broader range of events.
• Promotes greater activation and utilization of Town Square Park & Amphitheater.
• Enhances community quality of life by supporting accessible, vibrant public spaces and programming.
Cons
• Increased event activity may accelerate turf wear and overall park impacts, resulting in higher maintenance needs and costs.
• Additional events will require increased staffing across multiple departments, including Municipal Services, Community Services, Police, Fire, and Development Services/Building.
• Current staffing levels within the Special Events Division are at or near capacity, limiting the ability to absorb additional workload.
• Reduced fee structures may result in decreased cost recovery and overall revenue.
• The “Seed to Succeed” Program and “Business Negotiated Events” category are not currently budgeted and may require future resource allocation.
Alternatives
Alternative 1: Adopt the proposed policy and fee schedule as presented.
Alternative 2: Adopt the proposed policy and fee schedule with modifications as directed by the City Council.
Alternative 3: Continue the item and direct staff to return with additional information or analysis.
Other
Staff incorporated feedback from event organizers, public safety personnel, and maintenance staff throughout the pilot period and Subcommittee review process.
PUBLIC NOTICING
A public notice was published in the Press Enterprise, Daily Bulletin, and San Bernardino Sun on April 6, 2026, and made available for public review the same day. The City Clerk's Department notified interested parties with an active notice on file.
FISCAL IMPACT
The proposed policy includes the adoption of new and revised fees. The updated fee schedule is designed to reduce costs and improve accessibility for event organizers, which may encourage increased utilization of the Town Square Park & Amphitheater.
The only fee that has increased through this revision process is the permit issuance fee. This fee has increased by 3.2% in accordance with the fee changes that were adopted by City Council on April 7, 2026. These changes will be adopted for the FY 2025/26 fee schedule revision cycle, and will be rolled over to the FY 2026/27 fee schedule per the attached resolution (Attachment 2).
A proposed flat per-attendee fee for events that serve alcohol is intended to help offset increased maintenance and operational costs and to contribute toward the replacement of the park perimeter fencing and shade structure improvements over the estimated 20-year lifecycle.
While reduced rental fees may result in lower direct revenue, increased event activity and implementation of the per-attendee fee are expected to partially offset service costs. Actual fiscal outcomes will depend on event volume and attendance levels.
Any ongoing budgetary impacts will be evaluated and incorporated into future biennial budget cycles following one to two years of financial performance under the updated fee structure.
ATTACHMENTS
ATT 1 - Town Square Park & Amphitheater Event Policy
ATT 2 - Resolution No. 26-4931
ATT 3 - Public Safety Matrices
ATT 4 - Alcohol Event Cost Recovery Fee Cost Analysis and Justification