Strategic Plan Goals & Objectives DRAFT

City Manager’s Office 
10000 North El Mirage Rd., El Mirage 85335 
623-972-8116; TDD 623-933-3258 
www.elmirageaz.gov 
 
MEMORANDUM 
 
TO:  
 
HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL 
FROM:  
CITY MANAGER J. CRYSTAL DYCHES 
SUBJECT: 
2021 & 2022 CITY COUNCIL STRATEGIC PRIORITIES - DRAFT GOALS AND OBJECTIVES 
DATE:  
FEBRUARY 9, 2021 
 
On November 30, the City Council held a worksession to identify their Strategic Priorities for calendar years 
2021 and 2022.   The City Council sets the direction for the community and adopts goals and objectives to 
reflect that vision and guide decision-making at all levels of City government. This process builds Council 
consensus on policies and projects that impact the community.  The City Manager uses the City Council’s 
priorities to direct work activities; and allocate staffing and financial resources.  
 
SWOT: The session began with an internal/external assessment; the process is referred to as a SWOT analysis 
because it reviews an organization's internal Strengths & Weaknesses and external Opportunities & Threats 
(see Attachment A).   
 
STRATEGIC PRIORITIES:  The City Council identified ten strategic priorities through a facilitated 
discussion and sticky-wall exercise (see Attachment B).   
 
MISSION, VISION & VALUES:    
 
Mission:   
To protect and enhance the quality of life through leadership, partnerships, and the efficient   
delivery of outstanding service to our diverse community.  
 
Vision:  
To embrace progress while respecting El Mirage’s grand heritage. 
 
Values:  
The City of El Mirage is committed to: 
 
 
Transparency;  
 
 
Fiscal Responsibility;  
 
 
Environmental Stewardship; 
 
 
Community Engagement; and  
 
 
Excellence in all we do.

STRATEGIC PRIORITY:  COMMERCIAL REVITALIZATION       
El Mirage is dedicated to helping businesses succeed.  Developing strategies to boost economic activity, spur 
commercial development, redevelopment and retail entrepreneurship is a top City Council priority.  
Goal 
To promote reinvestment in commercial corridors.  
Objective 1.1  
Actively work with stakeholders to develop a revitalization strategy for commercial areas 
along US 60 (Grand Avenue) with special emphasis on NW Grand Frontage, W. Thunderbird 
and W. Thompson Ranch Roads. 
Objective 1.2  
Develop a plan to improve roadway access for businesses along Thunderbird Road to 
encourage development of empty commercial lots.  
Objective 1.3 
Work with key external partners to support small business development by 
providing technical and resource assistance to small business owners and aspiring 
entrepreneurs.   
 
STRATEGIC PRIORITY:  COMMUNITY ENGAGEMENT 
The purpose of community engagement is to empower our residents to influence decisions that shape our 
City and quality of life.  Awareness and interaction between residents and City representatives can have a 
powerful impact on public confidence, understanding local government, and awareness of the decision-
making process by elected and appointed officials.   
Goal 
El Mirage is committed to strengthening communication and engagement with our 
community by: improving access to timely and accurate information about the City and the 
services we provide; providing easy and meaningful ways to engage with the City; and 
promoting transparency in the City’s decision-making processes.    
Objective 2.1  Create and conduct annual survey that includes resident service-delivery satisfaction metrics 
that will allow the City to quantify success on strategic goals and performance.   
Objective 2.2  Continue a consistent public relations program to educate and inform El Mirage residents, 
visitors, business owners and others; explore additional resources to provide enhanced 
communications and outreach in the form of more original content and improved social 
media engagement; use multiple means of communication to ensure that as many residents 
as possible are reached, such as offering messages in English and Spanish. 
Objective 2.3 
Connect people and bring life and energy to parks and facilities through vibrant programs, 
events and recreation opportunities for residents of all ages, abilities and interests.

STRATEGIC PRIORITY:  IMAGE ENHANCEMENT 
The image of a community is fundamentally important to its economic well-being and contributes to its 
reputation.  While El Mirage is beloved by residents, past challenges impact perception and detract from our 
present reality.  Enhancing our image will build resident confidence in public safety, encourage private 
investment, and promote a positive sense of community identity.   
Goal 
Strengthen the City image by focusing resources on improving the overall appearance of 
the City to enhance the community’s reputation with visitors and make it easier to attract 
residents and businesses. 
Objective 3.1  Promote safe, healthy, and well-maintained neighborhoods by educating residents on 
property maintenance standards and a proactive code enforcement program. 
Objective 3.2  Ensure that people feel safe in their homes and neighborhoods by improving public safety 
through the effective and efficient delivery of law enforcement, fire, medical and judicial 
services. 
Objective 3.3 
Create a Recognition Award program to recognize El Mirage residents and businesses 
whose efforts and achievements foster civic pride, promote the City’s heritage, encourage 
public service and significantly contribute to the development of El Mirage. 
Objective 3.4 
Increase media engagement by providing consistent, proactive news releases and public 
service announcements to achieve accurate coverage and provide timely responses to 
media inquiries and requests.  
 
STRATEGIC PRIORITY:  INFRASTRUCTURE 
The City Council is committed to maintaining and improving public infrastructure and City facilities to 
preserve both the physical character and livability of the community. 
Goal  
Invest in infrastructure preservation and replacement across El Mirage to maintain the 
current level of service and the reliability of capital assets, while providing timely and cost-
effective replacement options. 
Objective 4.1  
Completion of the new El Mirage Public Library, an adaptive reuse project which transforms 
the former Fire Station. 
Objective 4.2  
Update the five-year Capital Improvement Plan (CIP) that emphasizes proactive 
prioritization of projects and alignment of delivery commitments within our funding and 
resource capacity. 
Objective 4.3 
Completion of Dysart Road improvements. 
Objective 4.4 
Commission a comprehensive 20-year master plan that outlines the City’s space and facility 
needs for each municipal department, accounting for future operations.

ATTACHMENT A - SWOT ANALYSIS 
 
STRENGTHS 
WEAKNESSES 
What do we do well? 
What unique resources can we draw on? 
What do others see as our strengths?  
 
• 
Amazing Personnel 
• 
Strong Cohesive Council 
• 
Well Respected Police/Fire 
• 
Good Financial Position 
• 
Higher Staff Morale 
• 
Strong Department Managers 
• 
Good Work/Life Balance 
• 
Demonstrated Flexibility with Covid-19  
• 
Focus on Service 
• 
Diverse Staff 
• 
Good Communication with Community  
• 
Good Communication from Department 
Manager through City Manager to 
Council 
• 
CIP Funded and able to Complete 
Projects 
• 
Geographically Well Placed 
• 
Commercial Development 
 
 
What could we improve? 
Where do we have fewer resources than others? 
What do others likely see as our weaknesses?  
 
• 
Media Relations (little press coverage, few soft / nice 
stories/concentration on Message Boards/Website) 
• 
Perception of Code Enforcement - Not Uniform Across 
Neighborhoods 
• 
Recreation (lack thereof)   
• 
Need to Promote Thunderbird - "bring it to life" 
• 
Limited Community Resources 
• 
Intersection Improvements on Thunderbird and El Mirage 
Road 
• 
Bring in More Businesses  
• 
Tax - More in Line with Surprise - Impacting Some 
Businesses 
• 
Concentrate on Economically Disadvantaged for 
Resources Like Parks 
• 
Strengthen the Code on Landlord Owned Property 
• 
Education of Code Compliance (Perception) 
• 
Council Meetings - Live Broadcast - Transparency 
• 
Downtown Revitalization 
• 
Flashing Yellow Arrows 
 
OPPORTUNITIES 
THREATS/TRENDS 
What opportunities are open to us? 
What trends can we take advantage of? 
How can we turn our strengths into opportunities?  
 
• 
Missed Opportunity to Advertise 
Businesses 
• 
Explore Collaboration with Higher 
Education 
• 
Expand Tax Base of Commercial 
Development (and the jobs that come 
with it). 
• 
Low Commercial Interest Rates/Favorable 
Business Climate 
• 
Financial Institution (Prefer Credit Union) 
• 
Medical Buildings/Facilities 
• 
Frontage Road 
Redevelopment/Revitalize 
• 
More Commercial /Entertainment 
• 
Technology - Infrastructure (i.e. Water 
Usage) 
What threats could harm the organization? 
What obstacles are we facing?  
What trends should concern us? 
 
• 
Fire Department Response Times 
• 
Homelessness 
• 
Uncertainty Due to Pandemic and Impact to FY21-22 
Budget 
• 
No Longer Having Community Events and Lack of 
Engagement 
• 
Drug Issues 
• 
Potential Impact of Prop 207 Marijuana Legalization 
Initiative 
• 
Spike in Violent Crime and Revolving Door of Justice 
System 
• 
Closure of Senior Center

ATTACHMENT B  
  
COMMERCIAL 
REVITALIZATION 
COMMUNITY 
ENGAGEMENT 
IMAGE ENHANCEMENT 
INFRASTRUCTURE 
Business Development, 
Entrepreneurship Education 
 
Community Driven 
Initiatives 
Improve Media Exposure 
Revitalization of Downtown  
Mom & Pop Retail Shops 
Community Outdoor 
Activities 
City Recognition Awards 
Finish Two CDBG Projects 
 
Develop Southeast Corner 
with Restaurant/ 
Coffeehouse-Bar 
 
Improve Recreational 
Opportunities for Adults 
and Young People 
 
Finish our New Library 
Eliminate Barriers to Flow of 
Traffic at El Mirage and 
Thunderbird Roads 
 
 
 
Thoughtfully Plan Dysart Rd 
(i.e. Xeriscape, Lights, Bike 
Lanes and No Sidewalks) 
 
El Mirage Entertainment 
District 
 
 
 
Finish Northern Ave. 
Create A Development Plan 
to Attract Small Business 
Along Thunderbird to the 
East