Temecula discontinues Sunset Market; city to expand summer concert series and vendors

Director Russo told the Temecula Community Services District Commission that the city will discontinue subsidizing the Sunset Market and instead expand its summer concert series and vendor presence after the market failed to reach anticipated self‑sufficiency.

“At the original contract we went out for an RFP ... the original contract was for 2 years of subsidizing the sunset market for $20,000 each season with the intention that that was seed money,” Director Russo said. He said the market “never really caught fire” in part because the city’s Old Town has many competing evening activities and alternated Thursdays with Murrieta’s market. Some community members suggested adding alcohol (beer gardens or tastings) could have attracted more visitors, but Russo said licensing and crowd-control logistics would have made that difficult.

Instead of continuing the Sunset Market, Russo said the council supported expanding the summer concert series from five to eight events — holding a concert on most summer weeks except the July 4 week — and bringing vendors to the concerts. He said the city observed large crowds on nights where a summer concert and the market coincided and hopes to recreate that synergy.

Commissioner Kingsburg asked whether concerts would still require road closures; Director Russo said yes, but the change would reduce road closures tied to the market from about 16 per year to eight for the concerts.

The commission did not take a formal vote on the policy at the meeting; Russo described the council-supported direction and operational plans.