Council asks city manager to begin tourism readiness assessment with UCI as global events approach

The Irvine City Council voted unanimously on March 24 to direct the city manager to begin formal discussions with the University of California, Irvine to develop a tourism readiness and competitiveness assessment. Councilmember Melinda Liu framed the request as preparation for several major regional events — including the FIFA World Cup, the Olympics and the Super Bowl — and asked staff to return with a scope, timeline and budget within 90 days.

Liu said Irvine's recent designation as a training base for the U.S. men's national soccer team and proximity to upcoming global events present an economic opportunity that requires planning for transportation, lodging, workforce, marketing and community impacts. "We need to provide tourists and Irvine residents with accessible local and statewide public transportation," Liu said, and asked that the study analyze infrastructure, workforce readiness, marketing and economic impacts.

Hotel and hospitality industry representatives and the Hotel Improvement District committee voiced support during public comment, urging a data‑driven study that accounts for workforce and cost‑of‑business questions. A representative from the Irvine Marriott warned against ad hoc minimum‑wage adjustments tied only to event periods, saying such changes could raise permanent operating costs for hotels and restaurants.

Council asked staff to include stakeholders such as unions, hotel operators, transit agencies and academic partners in the planning process. The motion passed 7–0. Staff will return with a proposed scope and budget within 90 days as requested.