The six-month strategic objectives matrix will be updated monthly throughout the strategic plan process. The following is the most current update:
May 14, 2025 - Strategic Plan for 2025-28 and Six-Month Objectives
Watch October 6, 2025 6 Month Update Strategic Planning Workshop
Final Matrix: October 2, 2025 - Strategic Objectives Matrix
The following are six-month objectives related to each goal:
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.
