El Mirage council backs updated downtown revitalization work with consultant amid concerns over outdated data

El Mirage — City councilors on Dec. 2 directed staff to proceed with a consultant to update and implement the city’s downtown revitalization plan, while several members warned the work must use more current outreach and data.

At a work session, staff recapped that the downtown private revitalization plan was accepted by council in September 2023 and that Michael Baker International had been selected through a professional services process to lead follow-up work. "This work session is intended to review the downtown private revitalization plan and discuss the next step for implementing the recommendations," staff said, urging the council to weigh whether to move ahead with a consultant to carry out community engagement and implementation planning.

City staff said the immediate consultant scope would include community "pop-up" meetings and attendance at city events, recruitment of volunteer advisory groups, development of branding and wayfinding concepts (logos and entry signs), identification of priority capital projects, drafting of policy and code updates, and preparation of cost estimates, timelines and funding strategies. Staff said a final report would be presented to council at the end of the contract.

Several council members pressed staff on the currency and reach of prior outreach. One council member said the Michael Baker survey in 2023 generated 195 responses out of a city of some 12,000 households and urged greater participation. "That is a big concern," a council member said, adding that repeating the same process could amount to "throwing money away." Staff and other council members described the next-step contract as an opportunity to pursue broader, more targeted outreach and to tailor implementation to demonstrated community needs.

Council discussion also focused on use of previously identified resources and partnerships. Council member Gentry said many residents in the original townsite and along the main corridors were unaware of the project and urged updated outreach and use of local programs, citing past collaborations with groups such as Habitat for Humanity. Staff responded that outreach had been attempted to multiple organizations, that Newtown Community Development had responded to a prior RFP, and that the timing of earlier implementation was delayed so the newly seated council could provide input.

On budget, staff confirmed $100,000 was set aside for the next-step work. City staff explained those funds were included in budgets after the 2023 acceptance and that staff paused further action during an elected-council transition to allow the new council to provide direction. Staff said the proposed consultant work would be brought back to council for formal consideration after the updated outreach and refinements are complete.

The mayor took a nonbinding consensus poll of council members about whether to proceed with consultant-supported updates and outreach; a majority answered "move forward" or "update," with staff instructed to return the item for council consideration after completing the engagement and deliverables. The work session concluded with staff planning community information sessions and additional materials to inform a future council action.

What’s next: Staff will schedule community engagement, refine consultant deliverables to ensure broader outreach than the 2023 effort, and return to council with a formal contract or recommendation for consideration.