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HomeMy WebLinkAboutItem No. 15.1 - Adoption of the Lake Elsinore Action Sports Industry Growth and Attraction Plan (2026-2040)Page 1 of 5 REPORT TO CITY COUNCIL To:Honorable Mayor and Members of the City Council From:Jason Simpson, City Manager Prepared by:Gina Gonzalez, Economic Development and Legislative Affairs Director Date:January 27, 2026 Subject: Adoption of the Lake Elsinore Action Sports Industry Growth and Attraction Plan (2026-2040) Recommendation Adopt the Lake Elsinore Action Sports Industry Growth and Attraction Plan (2026-2040) to establish a long-range framework that positions Lake Elsinore as a premier destination and innovation hub for action sports, strengthens the City’s tourism and visitor economy, activates Lake and outdoor recreation assets, and supports workforce development and business attraction consistent with the City’s 2040 Dream Extreme Vision Plan. Background Lake Elsinore is uniquely positioned to grow as a regional and national hub for action sports, motorsports, and outdoor recreation, with foundational assets including the Rosetta Canyon Sports Park, Diamond Stadium, Lake Elsinore Motorsports Park (Lake Elsinore Raceway), Summerly Golf Course, Launch Pointe, Skydive Elsinore, as well as a natural terrain suitable for a wide range of action sports activities, and proximity to major Southern California action sports markets. In alignment with the City’s long-term transformation vision, the Lake Elsinore Action Sports Industry Growth & Attraction Plan (2026–2040) was developed to guide strategic investments and partnerships that strengthen Lake Elsinore’s identity as a destination, support economic development and innovation industries, and enhance quality of life through world-class recreation amenities. The Plan is structured to be cross-sectional and is intended to be integrated into key city plans such as the General Plan, Parks and Recreation and Lake Masterplans, Comprehensive Economic Development Strategy and Plan, Lake Management Plan, and other long-range planning efforts. (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 2 of 5 Discussion The Action Sports Industry Growth & Attraction Plan establishes a vision to position Lake Elsinore as an international destination and hub for action sports through targeted investments, strategic partnerships, innovation, and branding. The Plan’s Vision Statement is: “To establish Lake Elsinore as the Action Sports Capital of the World, and Southern California’s premier destination and innovation hub for action sports…” This Plan is intentionally designed as both: 1. A destination and tourism strategy, and 2. A business attraction and workforce strategy—supporting the development of a broader “action sports ecosystem” tied to recreation, hospitality, tech/media, training, and manufacturing. With the inclusion of City Council Economic Development Subcommittee members, Action Sports Stakeholders, the Chamber of Commerce, City Departments and Directors, and the Development Stakeholders group, the Plan identifies several factors that uniquely position Lake Elsinore for action sports industry growth and attraction, including: •Existing motorsports assets and a strong action sports base •Terrain and environments that support diverse sports (motocross, BMX, MTB, wakeboarding, skateboarding, skydiving, off-roading, and more) •Access to major action sports markets in Los Angeles and San Diego, placing as Lake Elsinore as the hub •Strong regional demographics and youth-driven culture supportive of action sports growth The Plan also recommends a tie into the Dream Extreme brand, with marketing initiatives around “Action Sports HQ” and “Southern California’s Playground” to align with the City’s 2040 Dream Extreme Vision Plan. Alignment with the City’s 2040 Dream Extreme Vision Plan The City’s 2040 Dream Extreme Vision Plan calls for Lake Elsinore to continue advancing as a bold, identity-driven community where recreation, tourism, economic opportunity, and quality of life investments work together. The Action Sports Industry Growth & Attraction Plan complements and advances this long-range vision by: (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 3 of 5 •Strengthening the City’s identity and brand through a signature industry and lifestyle strategy (e.g., “Action Sports HQ”). •Advancing destination-driven economic development through events, tourism initiatives, and visitor economy strategies like a refreshed visitor website and visitor guide. •Supporting lake activation and outdoor recreation ecosystems, including a possible cable wake park, lake-based clubs, and expanded fishing and water activity programming. •Creating pathways for innovation and business attraction, including designation of land for an Action Sports Innovation Campus and opportunities for incubator/co-working space. •Expanding youth programming and workforce development pipelines, including partnerships with schools, colleges, certifications, apprenticeships, and training academies. Through these elements, the Plan supports the Dream Extreme framework by proposing high- impact, signature initiatives that elevate the City’s identity, activate public assets, and generate sustainable economic opportunities. Strategic Goals and Key Actions The Plan is organized around five strategic goal areas that will guide actions and partnerships through 2040: 1.Infrastructure & Facilities Expansion Key opportunities include upgrades to the motocross park, development of a world-class skate/BMX park, creation of mountain bike trail systems, exploration of a cable wake park, an action sports innovation campus, and a training academy concept. 2.Events & Tourism Development Key actions include establishing a signature Action Sports Festival, restoring/expanding the Grand Prix tradition and back on Main Street, attracting touring events, supporting year-round competition circuits, and establishing a Tourism Improvement District (TBID). 3.Business Incentives & Industry Attraction Key actions include incentives for relocation/expansion, innovation funds or seed grants, leveraging Opportunity Zone benefits, incubator/co-working opportunities, and development of a creative district near the lake. 4.Marketing & Branding Key actions include launching a citywide action sports marketing campaign (e.g., “Ride Elsinore” / “Action Starts Here”), a city ambassador/influencer program, content development, visitor tools (guide, website, apps, digital media), and an expanded Extreme Alliance partnership strategy. 5.Youth Engagement & Workforce Development Key actions include school partnerships, pathways with colleges/vocational programs, internships/apprenticeships, nonprofit or foundation partnerships to expand access, potential academy/charter concept, and certification programs in coaching, event management, equipment design, and media. (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 4 of 5 To measure success, the Plan proposes performance targets by 2040, including: •500,000+ annual action sports visitors •15+ new action sports businesses •+150% youth participation growth •$100M+ annual regional economic impact •12+ major & grassroots annual events •Growth in globally streamed/televised events and international athlete presence Through key partnerships with stakeholders and cross-sectional support of departments, these metrics provide measurable outcomes that support the City’s broader Dream Extreme vision for community identity, tourism, and economic vitality. The Plan includes an initial implementation timeline beginning in 2026, with key first-year actions such as: •Updating City plans and documents to incorporate this Plan •Forming a taskforce or subcommittee on Action Sports •Beginning branding and social media rollout •TBID feasibility and formation work •Visitor website refresh and visitor guide development •Identifying an R&D / innovation location and coordinating land use designations Additional actions in 2027–2040 include feasibility studies, initiation of facility designs, opportunity zone tie-ins, hosting inaugural summit/festival events, business attraction targets, and long-term industry campus development. Staff recommends Council adoption as the foundational step, with implementation pursued through future Council direction, budget development, grant opportunities, public-private partnerships, and collaboration with City departments and external stakeholders. Fiscal Impact While there are no direct costs associated with developing the Action Sports Industry Growth and Attraction Plan, there will be future costs associated with achieving some of the items in the plan assisting the city with growth in the action sports industry and lake activation ecosystems but will have long term benefits that are both direct and indirect that results in not only revenue generation, but job creation, action sports activation, lake activation and key ecosystems that support the goals of the city long term. Staff will return to City Council as appropriate with fiscal impacts, implementation plans, and recommended funding strategies as projects move into feasibility and execution phases. (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 5 of 5 Attachments Attachment 1- Lake Elsinore Sports Industry Growth and Attraction Plan (2026-2040) District 1 Mayor Brian Tisdale Elected 2022 District 2 Councilmember Steve Manos Elected 2024 District 3 Councilmember Tim Sheridan Elected 2022 District 4 Councilmember Natasha Johnson Elected 2024 District 5 Mayor Pro Tem Bob Magee Elected 2024 DISTRICT BOUNDARY MAP Lake Elsinore Action Sports Industry Growth & Attraction Plan (2026–2040) 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 2 LAKE ELSINORE CITY COUNCIL District 1 Councilmember Brian Tisdale Elected 2022 VISION STATEMENT To establish Lake Elsinore as the Action Sports Capital of the World, and Southern California’s premier destination and innovation hub for action sports, fostering community, tourism, and economic development through strategic investments, partnerships, and branding. WHY LAKE ELSINORE? Lake Elsinore already has a strong action sports foundation: •Home to Lake Elsinore Motorsports Park (Lake Elsinore Raceway) •Natural terrain ideal for motocross, BMX, mountain biking, wakeboarding, water skiing, golf, wake surfing, tubing, skateboarding, skydiving, off-roading, and hang gliding to name a few… •Proximity to action sports hubs like San Diego and Los Angeles •Large youth population and lifestyle-driven culture (In a 2.5 hour radius with Lake Elsinore as the center- the city has the best demographics in the world for action sports enthusiasts and investments in the industry) Now is the time to double down and do a marketing campaign for the city as: “Lake Elsinore: Action Sports HQ” and “Southern California’s Playground” District 2 Councilmember Steve Manos Elected 2024 District 3 Mayor Pro Tem Tim Sheridan Elected 2022 District 4 Councilmember Micheal Carroll Appointed 2025 District 5 Mayor Robert “Bob” Magee Elected 2024 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 3 STRATEGIC GOALS (Incorporate into city’s General Plan, Dream Extreme 2040 Plan, Comprehensive Economic Development Strategy and Plan, and City’s Parks and Recreation Masterplan, and other key plans for cross-sectional collaboration and development among multiple city departments, chamber and other key stakeholders) 1. Infrastructure & Facilities Expansion Key Actions: • Upgrade and modernize Lake Elsinore Motorcross Park: Improve safety, amenities, and track quality. (Encourage and support investments in the final location and destination for the track). • Develop a world-class skatepark and BMX park: Target an X-Games-level destination with event-hosting capacity. Add to Parks and Recreation Masterplan. • Pursue multi-use design: make each venue modular to host both community use and pro-level events (i.e., flexible skatepark with competition overlays) • Add a Mountain Bike Trail System in surrounding hills with gravity-fed downhill trails. • Explore a Cable Wake Park on Lake Elsinore or at a new man-made lake (public-private partnership). • Designate land for an Action Sports Innovation Campus for R&D, prototyping, and training, and develop an opportunity zone for the development. • Action Sports Training Academy: multi-sport facility with coaching, biomechanics lab, recovery center, and film/media training rooms (to attract pros + youth). • Wavegarden/Surf Lake or Island: to capture surf/skate crossover market. 2. Events & Tourism Development Key Actions: • Launch the Lake Elsinore Action Sports Festival: Include motocross, BMX, skateboarding, live music, and a vendor village. Develop into a signature global event (like Coachella for action sports). Can tie into concerts, film premieres, and gear expos. (City hosted) • Bring back the Grand Prix- paying homage to the city’s history- and growing the event with other activities and festival- eventually adding UTVs, and other opportunities to grow the event, etc- a community revival. • Attract touring events: X-Games qualifiers, Red Bull events, Monster Energy showcases, USASA, Off- Road Festival- with Martelli Bros, etc. • Support amateur competitions and youth training camps year-round. • Create a refreshed Visit Lake Elsinore Website and annual Visitor Guide. • Create and establish a Tourism Improvement District (TBID). 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 4 • Create a standalone Tourism Board for Lake Elsinore in part of the TBID, and convey the Visitors Guide and Visitors Website to new standalone Bureau. Do feasibility study for the TBID and implementation. • Partner with local hotels and tourism boards for action sports vacation packages, and actions sport operators in Lake Elsinore and expand the Extreme Alliance 2.0 (partnerships among action sports venues and amenities in Lake Elsinore). • Encourage Yachting Clubs, and lake activation clubs and groups for the Lake. Partner with stakeholder groups, such as fishing and watersport companies, and manufacturers to support and sponsor events and fishing reports. • Work with Recreation Department, the Alliance 2.0, and establish year-round competition circuit: winter → MTB downhill; spring → wake/water sports; summer → motocross; fall → skate/BMX. Creates constant tourism flow. • Enhance and grow our existing Fishing Derbies for Lake Elsinore. (Recreation Department) • Action Sports added to an Lake Elsinore Film Festival / Media Awards → position as HQ for storytelling & content creation. Create a Film Familiarization Tour, and expand to a future Film LE Festival. • Include esports tie-in: host gaming competitions tied to motocross/BMX/Skate games, drawing younger digital audiences. Ie Computer sports, drone sports, etc. Work with school district to create feeder clubs, and tie into pathways at college level. • Develop hack-a-thons- and partner with college and Chamber of Commerce on events. • Work with various city departments and partnerships to re-establish Competition Channel→ National Jet Boat Association. 3. Business Incentives & Industry Attraction Key Actions: • Offer tax incentives (Property or Fee waivers, etc) or rebates for companies in the action sports sector relocating or expanding in Lake Elsinore (gear manufacturers, startups, training centers). • Innovation Fund / Seed Grants: small grants or low-interest loans for startups in gear, media, or sports tech. • Promote Opportunity Zone benefits for new developments tied to action sports. • Establish a city-supported incubator or co-working space focused on action sports gear, media, and design. • Develop a Creative District near the lake with cafes, gear shops, and small studios for action sports entrepreneurs and media creators. 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 5 4. Marketing & Branding Key Actions: • Launch a branded campaign: “Ride Elsinore” or “Action Starts Here” across digital and physical media- to tie into the Lake Elsinore: Action Sports HQ and Southern California’s Playground • Partner with pro athletes and influencers from motocross, skate, BMX, and MTB to become City Ambassadors. • Develop an Extreme Ambassador Program- partnership with Visit Lake Elsinore and Recreation /Economic Development that shares Lake Elsinore information, and “welcome chuck wagon” concept for visitors along shoreline, the coves, summerly, motocross, etc. friendly and welcoming to Lake Elsinore- in partnership with the Lake Elsinore Chamber of Commerce. • Develop content with these ambassadors showcasing how Lake Elsinore is “their playground.” • Develop a fishing report on key details of the lake, and develop a extreme sports podcast with guests, discussing conditions and activities, events, with key guests for enthusiast alike. • Build a compelling online presence (website + socials) showcasing action sports lifestyle, facilities, trails, and opportunities tied to the Visitors Bureau or Visit Lake Elsinore website. • Use drone footage and athlete content to showcase the region’s natural playground. • Invest in immersive experiences: AR/VR content to “ride the lake” or “jump the motocross track” virtually before visiting. • Build mobile-first visitor app: maps of trails, event schedules, gear rentals, hotel deals or tie into Visit Lake Elsinore once established. • Create a Lake Elsinore Athlete Residency Program: house and promote 5–10 high-profile athletes each year as permanent ambassadors. • Establish the “Extreme Alliance 2.0” and develop vacation packages for the Casino, Skydive, the Lake Elsinore Storm, Launch Pointe, Summerly Golf Course, and Pins and Pockets, to name only a few attractions. 5. Youth Engagement & Workforce Development Key Actions: • Partner with local schools to create action sports clubs and programs such as rowing or crew, and other water sports. • Build partnerships with colleges and vocational schools for sports media, product design, and engineering pathways. • Offer internships and apprenticeships at gear companies, media studios, and training facilities. 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 6 •Establish a nonprofit youth foundation to provide access to sports gear and training for underserved communities or partner with existing ones to provide access to gear an training •Work with local chamber and school district, and charters to create lake programing for students •Action Sports Charter School / Academy: combine academics with training (similar to IMG Academy for traditional sports). •Develop certifications in coaching, event management, equipment design, and media, positioning Lake Elsinore as the training ground for future professionals. •Create scholarship programs for underserved youth to compete nationally/internationally under the “Lake Elsinore” banner. •Develop process for tracking statistics for international athletes training or residing in city, utilizing stakeholders in the city. KEY PERFORMANCE METRICS (KPIs) Lake Elsinore already has a strong action sports foundation: Metric Target by 2040 Annual Visitors for Action Sports 500,000+ New Action Sports Businesses 15+ Youth Participation Growth +150% Regional Economic Impact $100M+ annually Social Media Reach (City Branding) 100k followers combined Number of Annual Events 12+ major & grassroots (City and Private Events) Events Televised/Streamed Globally 10% increase International Athletes training or residing in Lake Elsinore 25 or more Workforce Development 10-20 students graduating from Action Sports related programming from Lake Elsinore 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 7 POTENTIAL PARTNERS •Red Bull, Monster Energy, GoPro, Vans, Fox Racing, Troy Lee Designs, Mason Motorsports, DRD Motorsports, etc. •Temecula Valley Entrepreneurs Exchange (TVE2) •Diamond Stadium (crossover event hosting) •California Parks & Recreation Society / Outdoor Access organizations •Recreation , City of Lake Elsinore •Lake Elsinore Motorsports Park – Lake Elsinore Raceway •Local builders and skatepark companies (Spohn Ranch, Dreamland Skateparks, Grindline ) •Surf Tech Companies (wavegarden, etc.) •Tech/media partners (GoPro, Meta, Youtube, ESPN) •Esports brands (EA Sports, Activision, Twitch) •Tourism crossover with Temecula Valley Wine County- Visit Temecula (if permitted not impacting TOT and PBID in Lake Elsinore), Visit California, SoCal Adventure Tourism boards, etc. •Jet Boat and Motorsports Companies and stakeholders IMPLEMENTATION TIMELINE 2026 •Update city plans and documents to incorporate the Action Sports Industry Growth and Attraction Plan (Parks and Lake Master Plans, Economic Development Strategy and Plans, Etc.) •Form Taskforce, or subcommittee on Action Sports •Begin branding & social media rollout •Create feasibility and TBID formation •Develop Visit Lake Elsinore refreshed website and visitors guide •Apply for grants & seek private investors •Identify R &D Location o Work with Community Development on land use and designations in General Plan 2027 •Conduct feasibility studies or market analysis for attraction efforts •Kick off design of skate/BMX park 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 8 •Develop Opportunity Zone and tie into General Plan •Host inaugural Action Sports Summit Festival with partners and in City •Complete second major facility (e.g., skatepark or mountain bike trail system) aside from Rosetta Sports Park •Attract 5+ businesses to relocate 2028–2040 •Full-scale events and tourism boom •Industry campus + R&D facilities open •International recognition as Action Sports Destination 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 9 ENVIRONMENTAL QUALITY Lake, water quality, water, energy, utilities, air, climate, environmental regulations, and waste management PUBLIC SAFETY Law enforcement, fire and life safety, emergency communications, emergency services, disaster preparedness, nuisance abatement, and animal control services HOUSING AND COMMUNITY DEVELOPMENT Land use, annexation, housing, building standards, redevelopment, mobile homes, sign regulations and CDBG. THANK YOU TO THE CITY OF LAKE ELSINORE CITY STAFF AND STAKEHOLDERS FOR YOUR COLLABORATION IN THE DEVELOPMENT OF THE ACTION SPORTS HQ PLAN: Lake Elsinore City Council Jason Simpson, City Manager Shannon Buckley, Assistant City Manager Gina Gonzalez, Director of Economic Development and Legislative Affairs Damaris Abraham, Community Development Director Yu Yagai, City Engineer Johnathan Skinner, Community Services Director Beau Davis, Assistant Community Services Director Adam Gufarotti, Assistant Director of Lake and Community Operations Nancy Huynh, Principal Planner Traci Williams, Fire Marshal Kim Cousins, Lake Elsinore Valley Chamber of Commerce/Visitors Bureau Page 1 of 5 REPORT TO CITY COUNCIL To:Honorable Mayor and Members of the City Council From:Jason Simpson, City Manager Prepared by:Gina Gonzalez, Economic Development and Legislative Affairs Director Date:January 27, 2026 Subject: Adoption of the Lake Elsinore Action Sports Industry Growth and Attraction Plan (2026-2040) Recommendation Adopt the Lake Elsinore Action Sports Industry Growth and Attraction Plan (2026-2040) to establish a long-range framework that positions Lake Elsinore as a premier destination and innovation hub for action sports, strengthens the City’s tourism and visitor economy, activates Lake and outdoor recreation assets, and supports workforce development and business attraction consistent with the City’s 2040 Dream Extreme Vision Plan. Background Lake Elsinore is uniquely positioned to grow as a regional and national hub for action sports, motorsports, and outdoor recreation, with foundational assets including the Rosetta Canyon Sports Park, Diamond Stadium, Lake Elsinore Motorsports Park (Lake Elsinore Raceway), Summerly Golf Course, Launch Pointe, Skydive Elsinore, as well as a natural terrain suitable for a wide range of action sports activities, and proximity to major Southern California action sports markets. In alignment with the City’s long-term transformation vision, the Lake Elsinore Action Sports Industry Growth & Attraction Plan (2026–2040) was developed to guide strategic investments and partnerships that strengthen Lake Elsinore’s identity as a destination, support economic development and innovation industries, and enhance quality of life through world-class recreation amenities. The Plan is structured to be cross-sectional and is intended to be integrated into key city plans such as the General Plan, Parks and Recreation and Lake Masterplans, Comprehensive Economic Development Strategy and Plan, Lake Management Plan, and other long-range planning efforts. (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 2 of 5 Discussion The Action Sports Industry Growth & Attraction Plan establishes a vision to position Lake Elsinore as an international destination and hub for action sports through targeted investments, strategic partnerships, innovation, and branding. The Plan’s Vision Statement is: “To establish Lake Elsinore as the Action Sports Capital of the World, and Southern California’s premier destination and innovation hub for action sports…” This Plan is intentionally designed as both: 1. A destination and tourism strategy, and 2. A business attraction and workforce strategy—supporting the development of a broader “action sports ecosystem” tied to recreation, hospitality, tech/media, training, and manufacturing. With the inclusion of City Council Economic Development Subcommittee members, Action Sports Stakeholders, the Chamber of Commerce, City Departments and Directors, and the Development Stakeholders group, the Plan identifies several factors that uniquely position Lake Elsinore for action sports industry growth and attraction, including: •Existing motorsports assets and a strong action sports base •Terrain and environments that support diverse sports (motocross, BMX, MTB, wakeboarding, skateboarding, skydiving, off-roading, and more) •Access to major action sports markets in Los Angeles and San Diego, placing as Lake Elsinore as the hub •Strong regional demographics and youth-driven culture supportive of action sports growth The Plan also recommends a tie into the Dream Extreme brand, with marketing initiatives around “Action Sports HQ” and “Southern California’s Playground” to align with the City’s 2040 Dream Extreme Vision Plan. Alignment with the City’s 2040 Dream Extreme Vision Plan The City’s 2040 Dream Extreme Vision Plan calls for Lake Elsinore to continue advancing as a bold, identity-driven community where recreation, tourism, economic opportunity, and quality of life investments work together. The Action Sports Industry Growth & Attraction Plan complements and advances this long-range vision by: (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 3 of 5 •Strengthening the City’s identity and brand through a signature industry and lifestyle strategy (e.g., “Action Sports HQ”). •Advancing destination-driven economic development through events, tourism initiatives, and visitor economy strategies like a refreshed visitor website and visitor guide. •Supporting lake activation and outdoor recreation ecosystems, including a possible cable wake park, lake-based clubs, and expanded fishing and water activity programming. •Creating pathways for innovation and business attraction, including designation of land for an Action Sports Innovation Campus and opportunities for incubator/co-working space. •Expanding youth programming and workforce development pipelines, including partnerships with schools, colleges, certifications, apprenticeships, and training academies. Through these elements, the Plan supports the Dream Extreme framework by proposing high- impact, signature initiatives that elevate the City’s identity, activate public assets, and generate sustainable economic opportunities. Strategic Goals and Key Actions The Plan is organized around five strategic goal areas that will guide actions and partnerships through 2040: 1.Infrastructure & Facilities Expansion Key opportunities include upgrades to the motocross park, development of a world-class skate/BMX park, creation of mountain bike trail systems, exploration of a cable wake park, an action sports innovation campus, and a training academy concept. 2.Events & Tourism Development Key actions include establishing a signature Action Sports Festival, restoring/expanding the Grand Prix tradition and back on Main Street, attracting touring events, supporting year-round competition circuits, and establishing a Tourism Improvement District (TBID). 3.Business Incentives & Industry Attraction Key actions include incentives for relocation/expansion, innovation funds or seed grants, leveraging Opportunity Zone benefits, incubator/co-working opportunities, and development of a creative district near the lake. 4.Marketing & Branding Key actions include launching a citywide action sports marketing campaign (e.g., “Ride Elsinore” / “Action Starts Here”), a city ambassador/influencer program, content development, visitor tools (guide, website, apps, digital media), and an expanded Extreme Alliance partnership strategy. 5.Youth Engagement & Workforce Development Key actions include school partnerships, pathways with colleges/vocational programs, internships/apprenticeships, nonprofit or foundation partnerships to expand access, potential academy/charter concept, and certification programs in coaching, event management, equipment design, and media. (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 4 of 5 To measure success, the Plan proposes performance targets by 2040, including: •500,000+ annual action sports visitors •15+ new action sports businesses •+150% youth participation growth •$100M+ annual regional economic impact •12+ major & grassroots annual events •Growth in globally streamed/televised events and international athlete presence Through key partnerships with stakeholders and cross-sectional support of departments, these metrics provide measurable outcomes that support the City’s broader Dream Extreme vision for community identity, tourism, and economic vitality. The Plan includes an initial implementation timeline beginning in 2026, with key first-year actions such as: •Updating City plans and documents to incorporate this Plan •Forming a taskforce or subcommittee on Action Sports •Beginning branding and social media rollout •TBID feasibility and formation work •Visitor website refresh and visitor guide development •Identifying an R&D / innovation location and coordinating land use designations Additional actions in 2027–2040 include feasibility studies, initiation of facility designs, opportunity zone tie-ins, hosting inaugural summit/festival events, business attraction targets, and long-term industry campus development. Staff recommends Council adoption as the foundational step, with implementation pursued through future Council direction, budget development, grant opportunities, public-private partnerships, and collaboration with City departments and external stakeholders. Fiscal Impact While there are no direct costs associated with developing the Action Sports Industry Growth and Attraction Plan, there will be future costs associated with achieving some of the items in the plan assisting the city with growth in the action sports industry and lake activation ecosystems but will have long term benefits that are both direct and indirect that results in not only revenue generation, but job creation, action sports activation, lake activation and key ecosystems that support the goals of the city long term. Staff will return to City Council as appropriate with fiscal impacts, implementation plans, and recommended funding strategies as projects move into feasibility and execution phases. (Subject Matter 1- 4 words only. Do Not add date or page numbering) Page 5 of 5 Attachments Attachment 1- Lake Elsinore Sports Industry Growth and Attraction Plan (2026-2040) District 1 Mayor Brian Tisdale Elected 2022 District 2 Councilmember Steve Manos Elected 2024 District 3 Councilmember Tim Sheridan Elected 2022 District 4 Councilmember Natasha Johnson Elected 2024 District 5 Mayor Pro Tem Bob Magee Elected 2024 DISTRICT BOUNDARY MAP Lake Elsinore Action Sports Industry Growth & Attraction Plan (2026–2040) 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 2 LAKE ELSINORE CITY COUNCIL District 1 Councilmember Brian Tisdale Elected 2022 VISION STATEMENT To establish Lake Elsinore as the Action Sports Capital of the World, and Southern California’s premier destination and innovation hub for action sports, fostering community, tourism, and economic development through strategic investments, partnerships, and branding. WHY LAKE ELSINORE? Lake Elsinore already has a strong action sports foundation: •Home to Lake Elsinore Motorsports Park (Lake Elsinore Raceway) •Natural terrain ideal for motocross, BMX, mountain biking, wakeboarding, water skiing, golf, wake surfing, tubing, skateboarding, skydiving, off-roading, and hang gliding to name a few… •Proximity to action sports hubs like San Diego and Los Angeles •Large youth population and lifestyle-driven culture (In a 2.5 hour radius with Lake Elsinore as the center- the city has the best demographics in the world for action sports enthusiasts and investments in the industry) Now is the time to double down and do a marketing campaign for the city as: “Lake Elsinore: Action Sports HQ” and “Southern California’s Playground” District 2 Councilmember Steve Manos Elected 2024 District 3 Mayor Pro Tem Tim Sheridan Elected 2022 District 4 Councilmember Micheal Carroll Appointed 2025 District 5 Mayor Robert “Bob” Magee Elected 2024 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 3 STRATEGIC GOALS (Incorporate into city’s General Plan, Dream Extreme 2040 Plan, Comprehensive Economic Development Strategy and Plan, and City’s Parks and Recreation Masterplan, and other key plans for cross-sectional collaboration and development among multiple city departments, chamber and other key stakeholders) 1. Infrastructure & Facilities Expansion Key Actions: • Upgrade and modernize Lake Elsinore Motorcross Park: Improve safety, amenities, and track quality. (Encourage and support investments in the final location and destination for the track). • Develop a world-class skatepark and BMX park: Target an X-Games-level destination with event-hosting capacity. Add to Parks and Recreation Masterplan. • Pursue multi-use design: make each venue modular to host both community use and pro-level events (i.e., flexible skatepark with competition overlays) • Add a Mountain Bike Trail System in surrounding hills with gravity-fed downhill trails. • Explore a Cable Wake Park on Lake Elsinore or at a new man-made lake (public-private partnership). • Designate land for an Action Sports Innovation Campus for R&D, prototyping, and training, and develop an opportunity zone for the development. • Action Sports Training Academy: multi-sport facility with coaching, biomechanics lab, recovery center, and film/media training rooms (to attract pros + youth). • Wavegarden/Surf Lake or Island: to capture surf/skate crossover market. 2. Events & Tourism Development Key Actions: • Launch the Lake Elsinore Action Sports Festival: Include motocross, BMX, skateboarding, live music, and a vendor village. Develop into a signature global event (like Coachella for action sports). Can tie into concerts, film premieres, and gear expos. (City hosted) • Bring back the Grand Prix- paying homage to the city’s history- and growing the event with other activities and festival- eventually adding UTVs, and other opportunities to grow the event, etc- a community revival. • Attract touring events: X-Games qualifiers, Red Bull events, Monster Energy showcases, USASA, Off- Road Festival- with Martelli Bros, etc. • Support amateur competitions and youth training camps year-round. • Create a refreshed Visit Lake Elsinore Website and annual Visitor Guide. • Create and establish a Tourism Improvement District (TBID). 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 4 • Create a standalone Tourism Board for Lake Elsinore in part of the TBID, and convey the Visitors Guide and Visitors Website to new standalone Bureau. Do feasibility study for the TBID and implementation. • Partner with local hotels and tourism boards for action sports vacation packages, and actions sport operators in Lake Elsinore and expand the Extreme Alliance 2.0 (partnerships among action sports venues and amenities in Lake Elsinore). • Encourage Yachting Clubs, and lake activation clubs and groups for the Lake. Partner with stakeholder groups, such as fishing and watersport companies, and manufacturers to support and sponsor events and fishing reports. • Work with Recreation Department, the Alliance 2.0, and establish year-round competition circuit: winter → MTB downhill; spring → wake/water sports; summer → motocross; fall → skate/BMX. Creates constant tourism flow. • Enhance and grow our existing Fishing Derbies for Lake Elsinore. (Recreation Department) • Action Sports added to an Lake Elsinore Film Festival / Media Awards → position as HQ for storytelling & content creation. Create a Film Familiarization Tour, and expand to a future Film LE Festival. • Include esports tie-in: host gaming competitions tied to motocross/BMX/Skate games, drawing younger digital audiences. Ie Computer sports, drone sports, etc. Work with school district to create feeder clubs, and tie into pathways at college level. • Develop hack-a-thons- and partner with college and Chamber of Commerce on events. • Work with various city departments and partnerships to re-establish Competition Channel→ National Jet Boat Association. 3. Business Incentives & Industry Attraction Key Actions: • Offer tax incentives (Property or Fee waivers, etc) or rebates for companies in the action sports sector relocating or expanding in Lake Elsinore (gear manufacturers, startups, training centers). • Innovation Fund / Seed Grants: small grants or low-interest loans for startups in gear, media, or sports tech. • Promote Opportunity Zone benefits for new developments tied to action sports. • Establish a city-supported incubator or co-working space focused on action sports gear, media, and design. • Develop a Creative District near the lake with cafes, gear shops, and small studios for action sports entrepreneurs and media creators. 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 5 4. Marketing & Branding Key Actions: • Launch a branded campaign: “Ride Elsinore” or “Action Starts Here” across digital and physical media- to tie into the Lake Elsinore: Action Sports HQ and Southern California’s Playground • Partner with pro athletes and influencers from motocross, skate, BMX, and MTB to become City Ambassadors. • Develop an Extreme Ambassador Program- partnership with Visit Lake Elsinore and Recreation /Economic Development that shares Lake Elsinore information, and “welcome chuck wagon” concept for visitors along shoreline, the coves, summerly, motocross, etc. friendly and welcoming to Lake Elsinore- in partnership with the Lake Elsinore Chamber of Commerce. • Develop content with these ambassadors showcasing how Lake Elsinore is “their playground.” • Develop a fishing report on key details of the lake, and develop a extreme sports podcast with guests, discussing conditions and activities, events, with key guests for enthusiast alike. • Build a compelling online presence (website + socials) showcasing action sports lifestyle, facilities, trails, and opportunities tied to the Visitors Bureau or Visit Lake Elsinore website. • Use drone footage and athlete content to showcase the region’s natural playground. • Invest in immersive experiences: AR/VR content to “ride the lake” or “jump the motocross track” virtually before visiting. • Build mobile-first visitor app: maps of trails, event schedules, gear rentals, hotel deals or tie into Visit Lake Elsinore once established. • Create a Lake Elsinore Athlete Residency Program: house and promote 5–10 high-profile athletes each year as permanent ambassadors. • Establish the “Extreme Alliance 2.0” and develop vacation packages for the Casino, Skydive, the Lake Elsinore Storm, Launch Pointe, Summerly Golf Course, and Pins and Pockets, to name only a few attractions. 5. Youth Engagement & Workforce Development Key Actions: • Partner with local schools to create action sports clubs and programs such as rowing or crew, and other water sports. • Build partnerships with colleges and vocational schools for sports media, product design, and engineering pathways. • Offer internships and apprenticeships at gear companies, media studios, and training facilities. 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 6 •Establish a nonprofit youth foundation to provide access to sports gear and training for underserved communities or partner with existing ones to provide access to gear an training •Work with local chamber and school district, and charters to create lake programing for students •Action Sports Charter School / Academy: combine academics with training (similar to IMG Academy for traditional sports). •Develop certifications in coaching, event management, equipment design, and media, positioning Lake Elsinore as the training ground for future professionals. •Create scholarship programs for underserved youth to compete nationally/internationally under the “Lake Elsinore” banner. •Develop process for tracking statistics for international athletes training or residing in city, utilizing stakeholders in the city. KEY PERFORMANCE METRICS (KPIs) Lake Elsinore already has a strong action sports foundation: Metric Target by 2040 Annual Visitors for Action Sports 500,000+ New Action Sports Businesses 15+ Youth Participation Growth +150% Regional Economic Impact $100M+ annually Social Media Reach (City Branding) 100k followers combined Number of Annual Events 12+ major & grassroots (City and Private Events) Events Televised/Streamed Globally 10% increase International Athletes training or residing in Lake Elsinore 25 or more Workforce Development 10-20 students graduating from Action Sports related programming from Lake Elsinore 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 7 POTENTIAL PARTNERS •Red Bull, Monster Energy, GoPro, Vans, Fox Racing, Troy Lee Designs, Mason Motorsports, DRD Motorsports, etc. •Temecula Valley Entrepreneurs Exchange (TVE2) •Diamond Stadium (crossover event hosting) •California Parks & Recreation Society / Outdoor Access organizations •Recreation , City of Lake Elsinore •Lake Elsinore Motorsports Park – Lake Elsinore Raceway •Local builders and skatepark companies (Spohn Ranch, Dreamland Skateparks, Grindline ) •Surf Tech Companies (wavegarden, etc.) •Tech/media partners (GoPro, Meta, Youtube, ESPN) •Esports brands (EA Sports, Activision, Twitch) •Tourism crossover with Temecula Valley Wine County- Visit Temecula (if permitted not impacting TOT and PBID in Lake Elsinore), Visit California, SoCal Adventure Tourism boards, etc. •Jet Boat and Motorsports Companies and stakeholders IMPLEMENTATION TIMELINE 2026 •Update city plans and documents to incorporate the Action Sports Industry Growth and Attraction Plan (Parks and Lake Master Plans, Economic Development Strategy and Plans, Etc.) •Form Taskforce, or subcommittee on Action Sports •Begin branding & social media rollout •Create feasibility and TBID formation •Develop Visit Lake Elsinore refreshed website and visitors guide •Apply for grants & seek private investors •Identify R &D Location o Work with Community Development on land use and designations in General Plan 2027 •Conduct feasibility studies or market analysis for attraction efforts •Kick off design of skate/BMX park 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 8 •Develop Opportunity Zone and tie into General Plan •Host inaugural Action Sports Summit Festival with partners and in City •Complete second major facility (e.g., skatepark or mountain bike trail system) aside from Rosetta Sports Park •Attract 5+ businesses to relocate 2028–2040 •Full-scale events and tourism boom •Industry campus + R&D facilities open •International recognition as Action Sports Destination 2026-2040 Lake Elsinore Action Sports Industry Growth & Attraction Plan 9 ENVIRONMENTAL QUALITY Lake, water quality, water, energy, utilities, air, climate, environmental regulations, and waste management PUBLIC SAFETY Law enforcement, fire and life safety, emergency communications, emergency services, disaster preparedness, nuisance abatement, and animal control services HOUSING AND COMMUNITY DEVELOPMENT Land use, annexation, housing, building standards, redevelopment, mobile homes, sign regulations and CDBG. THANK YOU TO THE CITY OF LAKE ELSINORE CITY STAFF AND STAKEHOLDERS FOR YOUR COLLABORATION IN THE DEVELOPMENT OF THE ACTION SPORTS HQ PLAN: Lake Elsinore City Council Jason Simpson, City Manager Shannon Buckley, Assistant City Manager Gina Gonzalez, Director of Economic Development and Legislative Affairs Damaris Abraham, Community Development Director Yu Yagai, City Engineer Johnathan Skinner, Community Services Director Beau Davis, Assistant Community Services Director Adam Gufarotti, Assistant Director of Lake and Community Operations Nancy Huynh, Principal Planner Traci Williams, Fire Marshal Kim Cousins, Lake Elsinore Valley Chamber of Commerce/Visitors Bureau