• Customer Service | Emphasizing service with a human touch
• Innovative Partnerships | Establishing cooperative and efficient enterprises
• Pride | Dedicated to being the best
• Participation | Encouraging citizen, business and employee interaction
• Responsibility | Delivering efficient and effective service
• Innovation | Looking to the present and future
• Loyalty | Dedicating ourselves to the community and the organization
• Integrity | Being honest and sincere in everything we do
• Environment | Maintaining a safe and healthy community
• Employees | Shall be provided a positive work environment that encourages development and advancement
• City Council | Will dedicate itself to provide progressive leadership and will recognize the efforts of those in pursuit of excellence

The Strategic Plan is centered on the following core goals:

• Achieve financial stability (01/17/2022; carried over from 2022-2025 Strategic Plan)
• Implement and support effective land-use policies that encourage quality development (4/28/2025)
• Attract, develop, and retain well-qualified staff members (01/17/2022; carried over from 2022-2025 Strategic Plan)
• Improve customer service delivery to the community (06/20/2022; carried over from 2022-2025 Strategic Plan)
• Enhance quality of life and beautification throughout the city (4/28/2025)

The six-month strategic objectives matrix will be updated monthly throughout the strategic plan process. The following is the most current update:

Current Matrix and Accompanying Staff Report: Strategic Objectives Matrix: May-October 2026

The following are six-month objectives related to each goal:

Goal #1: Achieve Financial Stability

• Objective: Research the establishment of a Business Improvement District and present a report to the City Council.
• Objective: Engage a consultant to conduct a scientifically valid community survey to gauge community perspectives on potential revenue measures. 
• Objective: Provide an update to the City Council on the status and next steps related to a potential Transient Occupancy Tax (TOT)
• Objective: Provide an update to the City Council on the exploration and feasibility of implementing a cannabis tax.
• Objective: Provide an update to the City Council on the exploration and feasibility of implementing a cannabis tax.
• Objective: Provide an update to the City Council on the status of annexation of the County islands.
• Objective: Investigate more efficient use of City properties that are currently owned by the City for income generation and economic development.
• Objective: Provide a status update on the economic development strategic plan. [Staff Report 8/12]
• Objective: Reassess traffic impact fee and park fees, and explore other fees. [Staff Report 5/13]

Goal #2: Implement and Support Effective Land-Use Policies that Encourage Quality Development

• Objective: Provide an update on General Plan amendments throughout the City and report back on the status and timeline to execute the Environment Impact Report process.
• Objective: Provide a status update on the City's ongoing Zoning Phase 2 Study, including an overview of the project schedule and cost.
• Objective: Provide an update on the implementation strategies of the General Plan update and seek Council direction on prioritization of strategies.
• Objective: Identify ways to modify the City's code to be more efficient and improve development, including: 
  • Assess current code and identify gaps/issues to be improved.
  • Circulate ideas with the developer community.
• Objective: Provide a report to the City Council on the state of mixed-use districts in the City, the key characteristics of a specific plan and review feedback from the City Council on their priorities for potential mixed-use districts and prioritize areas that may be subject to a specific plan.

Goal #3: Attract, Develop, and Retain Well-Qualified Staff Members

• Objective: Conclude union negotiations successfully in a way that respects our staff, but also does not destroy the financial future of the city. Provide an initial update to the City Council in early 2026.
• Objective: Assess the financial impacts of potential part-time wage adjustments to ensure any changes are fiscally sustainable and aligned with market conditions.
• Objective: Present an updated part-time wage structure to the City Council for consideration and approval to improve retention and attract qualified candidates. 
• Objective: Develop a professional development and training plan for specialty areas on a department level.

Goal #4: Improve Customer Service Delivery to the Community

• Objective: Provide an update to the City Council in a Study Session on the progress of updates in the Community Development Department and review progress on reforms, metrics, and next objectives.
• Objective: Identify a facilitator to conduct city-wide customer service training for all public-facing divisions.
• Objective: Review progress on customer service training and track metrics to review and assess comparisons on a regular basis.
• Objective: Develop and provide customer service training for all public-facing divisions with department-driven content that meet the needs of specific departments and/or the context of their role at the City.
• Objective: Review and update flowcharts and develop customer service-oriented material that better informs developers and residents on the Community Development Department's work process and how city customers can best partner with the City on development projects.

Goal #5: Enhance Quality of Life and Beautification Throughout the City

• Objective: Issue a Request for Proposals to identify a consultant to facilitate a review of the City's mission, vision, and values and launch a rebranding effort (logo, identity, messaging) to strengthen a unified identity.
• Objective: Provide an update on the status of the Parks Master Plan. [Staff Report 8/12]
• Objective: Identify a consultant to begin the process of developing and implementing citywide design standards to create a unified look and feel for buildings, signage and public spaces.
• Objective: Take steps toward City beautification to improve quality of life and attract businesses and developers (utility box art, street art, encourage residential investments in public-facing yards, support resident educational materials on guidelines for plantings and design). Provide an update to City Council on options for beautification programs and opportunities. 
• Objective: Research and present policy options to City Council to expand and encourage public art installations citywide.

• First Matrix: Strategic Objectives Matrix: November 2025-April 2026
• Final Matrix: April 28, 2026 - Strategic Objectives Matrix
• Watch April 28, 2026 Month Update Strategic Planning Workshop

Goal #1: Achieve Financial Stability

• Objective: Research the establishment of a Business Improvement District and present a report to the City Council.
• Objective: Engage a consultant to conduct a scientifically valid community survey to gauge community perspectives on potential revenue measures. [Staff Report 2/25]
• Objective: Provide an update to the City Council on the status and next steps related to a potential Transient Occupancy Tax (TOT)
• Objective: Provide an update to the City Council on the exploration and feasibility of implementing a cannabis tax.
• Objective: Provide an update to the City Council on the status of creative revenue ideas.
  • Review general fund revenues and how they're being invested.
  • Annexation of the County islands.
  • Investigate more efficient use of City properties that are currently owned by the City for income generation and economic development. 
• Objective: Provide a status update on the economic development strategic plan.
• Objective: Reassess traffic impact fee and park fees, and explore other fees.

Goal #2: Implement and Support Effective Land-Use Policies that Encourage Quality Development [Presentation 3/25]

• Objective: Provide an update on General Plan amendments throughout the City and report back on the status and timeline to execute the Environment Impact Report process. [Staff Report 3/25]
• Objective: Provide a status update on the City's ongoing Zoning Phase 2 Study, including an overview of the project schedule and cost. [Staff Report 3/25]
• Objective: Provide an update on the implementation strategies of the General Plan update.
• Objective: Identify ways to modify the City's code to be more efficient and improve development, including: 
  • Assess current code and identify gaps/issues to be improved
  • Circulate ideas with the developer community
• Objective: Provide a report to the City Council on the state of mixed-use districts in the City, the key characteristics of a specific plan and review feedback from the City Council on their priorities for potential mixed-use districts and prioritize areas that may be subject to a specific plan. [Staff Report 3/25]

Goal #3: Attract, Develop, and Retain Well-Qualified Staff Members

• Objective: Conclude union negotiations successfully in a way that respects our staff, but also does not destroy the financial future of the city. Provide an initial update to the City Council in early 2026.
• Objective: Assess the financial impacts of potential part-time wage adjustments to ensure any changes are fiscally sustainable and aligned with market conditions.
• Objective: Present an updated part-time wage structure to the City Council for consideration and approval to improve retention and attract qualified candidates. 

Goal #4: Improve Customer Service Delivery to the Community

• Objective: Provide an update to the City Council in a Study Session on the progress of updates in the Community Development Department and review progress on reforms, metrics, and next objectives.
• Objective: Identify a facilitator to conduct city-wide customer service training for all public-facing divisions.
• Objective: Review progress on customer service training and track metrics to review and assess comparisons on a regular basis.
• Objective: Develop and provide customer service training for all public-facing divisions with department-driven content that meet the needs of specific departments and/or the context of their role at the City.
• Objective: Review and update flowcharts and develop customer service-oriented material that better informs developers and residents on the Community Development Department's work process and how customers can best partner with the City on development projects.

Goal #5: Enhance Quality of Life and Beautification Throughout the City

• Objective: Revisit the City's mission, vision, and values and launch a rebranding effort (logo, identity, messaging) to strengthen unified identity.
• Objective: Provide an update on the status of the Parks Master Plan.
• Objective: Identify a consultant to begin the process of developing and implementing citywide design standards to create a unified look and feel for buildings, signage and public spaces.
• Objective: Provide an update to the City Council on the progress to spark and engage community pride and City partners (i.e. MCSD, school districts, County) to support beautification efforts. Identify new opportunities for partnership with these agencies by initiating discussions.
• Objective: Take steps toward City beautification to improve quality of life and attract businesses and developers (utility box art, street art, encourage residential educational materials on guidelines for plantings and design). Provide an update to City Council on options for beautification programs and opportunities. 
• Objective: Research and present policy options to City Council to expand and encourage public art installations citywide.

• First Matrix: May 14, 2025 - Strategic Plan for 2025-28 and Six-Month Objectives
• Final Matrix: October 2, 2025 - Strategic Objectives Matrix
• Watch October 6, 2025 6 Month Update Strategic Planning Workshop

Goal #1: Achieve Financial Stability

• Objective: Establish a policy to set priorities on the expenditures of new tax revenues, working with the Finance Department to take into account existing needs. [Staff Report 6/25]
• Objective: Update the City Council on the economic development strategy, including: 
  • Outreach efforts and engagement with businesses in the City;
  • Partnership with the Chamber of Commerce and other small business efforts. [Staff Report 6/25]
• Objective: Explore other opportunities to generate revenue for the City, including:
  • Transient occupancy tax (hotel tax);
  • Cannabis taxes;
  • Expanded user utility tax. [Staff Report 6/25]
• Objective: Research the establishment of a Business Improvement District and present a report to the City Council.
• Objective: Provide an update to the City Council on the status of creative revenue ideas.
  • Review general fund revenues and how they're being invested.
  • Annexation of the County islands.
  • Investigate more efficient use of City properties that are currently owned by the City for income generation and economic development. 

Goal #2: Implement and Support Effective Land-Use Policies that Encourage Quality Development

• Objective: Initiate the General Plan amendments throughout the City and report back to the City Council on the status and timeline to execute the Environment Impact Report process. [Staff Report 6/11] [Presentation 6/11]
• Objective: Provide a status update on the City's ongoing Zoning Phase 2 Study, including an overview of the project schedule and cost. See staff report and presentation above
• Objective: Provide the City Council a bus tour of areas in Orange County and/or Southern California that have been redeveloped to successful mixed-use projects. See staff report and presentation above, tour taken on 8/20
• Objective: Provide a report to the City Council on the state of mixed-use districts in the City, the key characteristics of a specific plan and review feedback from the City Council on their priorities for potential mixed-use districts and prioritize areas that may be subject to a specific plan.

Goal #3: Attract, Develop, and Retain Well-Qualified Staff Members

• Objective: Conclude union negotiations successfully in a way that respects our staff, but also does not destroy the financial future of the city. Provide an initial update to the City Council in early 2026.

Goal #4: Improve Customer Service Delivery to the Community

• Objective: Provide an update to the City Council in a Study Session on the progress of updates in the Community Development Department and review progress on reforms, metrics, and next objectives. [Staff Report 6/11] [Presentation 6/11]
• Objective: Provide an update to the City Council on the business licensing process and denote progress on business license issuance and the impacts of the concierge service. [Staff Report 9/24]
• Objective: Develop and provide customer service training for all public-facing divisions with department-driven content that meet the needs of specific departments and/or the context of their role at the City.
• Objective: Develop flowcharts and customer service-oriented material that better informs developers and residents on the Community Development Department's work process and how customers can best partner with the City on development projects.

Goal #5: Enhance Quality of Life and Beautification Throughout the City

• Objective: Spark and engage community pride and City partners (i.e. MCSD, school districts, County) to support beautification efforts. Identify new opportunities for partnership with these agencies by initiating discussions.
• Objective: Provide an update to the City Council on the code enforcement process, including metrics and geo-location data on steps taken to be more proactive. [Staff Report 9/24]
• Objective: Take steps toward City beautification to improve quality of life and attract businesses and developers (utility box art, street art, encourage residential educational materials on guidelines for plantings and design). Provide an update to City Council on options for beautification programs and opportunities.