Strategic Priorities Plan

STRATEGIC
PRIORITIES 
MAYOR AND CITY COUNCIL

Values
The City of El Mirage is committed to:
Transparency; 
Fiscal Responsibility; 
Environmental Stewardship;
Community Engagement; and 
Excellence in all we do.
Mission
To protect and enhance the quality of life
through leadership, partnerships, and 
the efficient delivery of outstanding
service to our diverse community.
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Vision
To embrace progress while
respecting El Mirage’s 
grand heritage.

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
Dysart and El Mirage Roads, and US 60 (Grand Avenue), with special emphasis on NW Grand
Frontage, W. Thunderbird and W. Thompson Ranch Roads.
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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
Connect business owners and aspiring entrepreneurs with key business partners that support
small business development.

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.
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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.

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.
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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, organizations 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.

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.  
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.
Objective 4.1
Completion of the new El Mirage Public Library, an adaptive reuse project which transforms
the former Fire Station.
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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.