TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: Brian Ambrose, Community Services Director
PREPARED BY: Laura Frasso, Special Events Supervisor
SUBJECT:
title
Town Square Park Ad Hoc Subcommittee: Policy, Fees, and Signature Events Discussion
end
RECOMMENDATION
recommendation
Review and discuss recommended changes to the Town Square Park & Amphitheater and Signature Event Policy; and
Provide direction to staff to proceed with next steps for adoption.
body
PRIOR ACTION/VOTE
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).
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).
CITY COUNCIL GOAL
Foster and promote an engaged, connected and caring community.
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 the overall quality of life. In addition to City-produced events, Murrieta partners with nonprofit organizations, public agencies, and private event producers to deliver community programming. Long-standing Signature Events include the Tour de Murrieta, Murrieta Rod Run, and the Susan G. Komen More Than Pink Walk.
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, prompting a broader evaluation of how event tiers, community benefit, 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 in October 2023. In June 2024, the official Town Square Park & Amphitheater user fee schedule was adopted. The pilot was designed to expand activation of the venue, support more community-based programming, and test the feasibility of hosting larger-scale partner events. Staff and the City Council received mixed feedback from event organizers regarding rental terms and the fee structure, reinforcing the need for clearer expectations between the City and its partners, as well as a more consistent and tiered pricing model.
With the pilot period completed in April 2025, the City Council reestablished the Town Square Park Amphitheater Subcommittee (Subcommittee) to update the framework based on operational experience and community demand. Mayor Cindy Warren and Council Member Ron Holliday were appointed as representatives. The Subcommittee has been actively meeting with staff to develop a clearer and more transparent policy (Attachment No. 1) that outlines expectations related to rental terms, fees (Attachment No. 2), and Signature Events. The primary goal remains: the park is intended for community events, not private events.
Key changes proposed through this review process include:
• Adding a Police and Fire staffing matrices to improve transparency and assist event organizers with cost estimates (Attachment No. 3);
• Introducing “Business Negotiated Events” as a new category;
• Establishing revenue-sharing based on a percentage of gross alcohol sales to off-set the impact on park and facility maintenance for events that serve and sell alcohol Staff is considering recommending this be established at 12%, which would be subject to adoption by City Council as part of the fee schedule;
• Revising Signature Event eligibility to require five (5) years of operation;
• Reclassifying the Field of Honor event, with the City of Murrieta serving as Presenting Sponsor, so it is no longer considered a Signature Event. All other current Signature Events would remain Signature Events;
• Launching the Seed to Succeed Program;
• Defining new time frames for event organizers to reserve the park;
• Designating small versus large events; and
• Updating the fee structure/schedule, including hourly amphitheater rates.
Next Steps
Once feedback and direction are received from the City Council, staff will take the necessary steps to implement the changes at a future meeting, including the adoption of the policy and fee schedule changes.
FISCAL IMPACT
For the consideration of this discussion item, there is no fiscal impact.
ATTACHMENTS
1. Town Square Park & Amphitheater and Signature Event Policy
2. Proposed Fee Schedule Changes
3. Public Safety Staffing Matrices