El Mirage reports 15,176 subscribers to My Alerts notification system since June launch

City public information staff told the El Mirage Common Council on Oct. 21 that the city’s mass-notification platform, branded My Alerts, was launched June 24, 2025 and has enrolled 15,176 contacts. The system supports subscriber preferences for email, text, phone and the My Alerts app, and city staff said it has become the city’s primary local communications tool.

As of the Oct. 21 report the city had sent 17 alert notifications and the National Weather Service Phoenix had sent 12 weather messages to the area through the system. Staff emphasized that emergency alerts are reserved for incidents that pose an imminent threat to life or property and must meet public-safety thresholds before staff will send them. Nonemergency advisories are used for routine city notices, traffic collisions, road closures and geotargeted incidents such as temporary water shutoffs.

Staff described sign-up options: web portal (elmirageaz.gov/alerts), text opt-in (text to 38276 with keyword elmirageall), or the My Alerts mobile app (Google Play/App Store). Staff recommended residents enter their addresses in the portal for geotargeted advisories or use the mobile app’s location features. The council asked whether subscribers must take action; staff advised residents only to check their preferences and address information if they are already receiving alerts. The council expressed support for the platform.

Provenance: The My Alerts presentation, statistics and Q&A were delivered by the city’s public information officer and internal team during the city manager’s report segment (transcript references cited).