PRIORITIES

  • Purpose: To ensure every resident feels secure through a modern, transparent, and collaborative public safety model. We will prioritize first-level contact, empower our first responders with elite training, and deploy taxpayer resources where they are most effective at protecting our neighborhoods.

    The Pledge: As Mayor, I will work with the Council to launch a new era of public safety through the following strategic policies:

    • Community-First Contact: Transform public safety from "answering a radio call" to proactive community engagement and relationship building.

    • Elite Professionalism: Build an unstoppable force by ensuring our police and fire departments are the best equipped, best trained, and most supported in the region.

    • Resource Alignment: Conduct a comprehensive audit of all department contracts and legal liabilities to ensure every tax dollar is used effectively for citizen protection.

    • Educational Excellence: Implement robust in-service education and leadership development programs to help our first responders grow as individuals and community leaders.

    • Unified Response: Strengthen the "Total Response" bond between Fire and Police so that when a citizen calls, they know with absolute certainty that help is arriving.

    • Citizen-Driven Deployment: Focus resource allocation based on where citizens need them most, using the data to drive policy.

    Strategic Resource Deployment

    Put the right tools in the right places. We will evaluate how we deploy our personnel and technology to maximize impact and minimize response times.

    • School Resource Optimization: Prioritize School Resource Officers (SROs) at high schools where they are most needed for safety and intervention. Ensure that patrol officers create a relationship with school administrators, faculty and staff at each elementary school. This relationship will include regular visits to each campus to better understand the needs of each campus. 

    • Technology Over Tradition: Shift from high-cost, limited-reach assets like helicopter pilots to tools that enhance our 24/7 "Real-Time Crime Center" model.

    • The Drone Advantage: Expand the use of drone technology to provide simultaneous coverage across multiple city sectors for a fraction of the cost of a single helicopter.

    • Infrastructure Audit: Regularly review the effectiveness of current contracts to ensure we aren't just spending money but buying safety.

    Building Public Trust

    Transparency and cooperation are the foundations of a safe city.

    • Neighborhood Collaboration: Work directly with neighborhood associations and local groups to identify specific safety concerns unique to their streets.

    • Enhanced Accountability: Maintain an open dialogue regarding how resources are used and the outcomes they produce for the community.

    • Reliable Fire & EMS: Guarantee that our fire services are balanced with the city’s growth so that response times remain low even as the population increases.

    Public Safety Accountability Checklist

    Use these questions when considering department budgets, new technology acquisitions, and staffing plans:

    • Does this deployment place resources where the citizens have identified the greatest need?

    • Is this the most effective use of tax dollars, or could technology provide better coverage?

    • Does this initiative support the long-term education and leadership growth of our officers and firefighters?

    • Are we building an environment in which our institutional training and knowledge wants to stay longterm?

    • Will this action directly enhance the trust between the community and our first responders?

    • Are we prioritizing "Total Response" to ensure no call goes unanswered?

     

  • Purpose. Help Peoria grow in a way that keeps our neighborhoods safe and livable, protects the desert and open spaces people value, uses water wisely, and makes sure new growth is affordable to serve and maintain over time.

    Pledge. As Mayor, I will work with the Council to launch my vision for the city through the following policies:

    • General Plan Alignment: Focus on a balance of commercial, retail, dining, and open spaces that reflect the community's priorities.

    • Entertainment Districts: Create hubs featuring venues, shopping, and hotels.

    • Strategic Development: Prioritize "the right development at the right location" with attention to impacts on existing neighborhoods.

    • Transparency: Host public meetings to gain input from residents throughout the planning process.

    • Developer Accountability: Negotiate agreements that benefit residents by requiring developers to include trails, parks, and open spaces.

    • Design Excellence: Update planning guidelines to ensure proper setbacks and cohesive aesthetics that preserve the look and feel of our community.

    • Tax Reform: The current administration increased impact fees by 25% for residential, 20-25% for commercial, and only 8% for industrial. Local "mom and pop" restaurants cannot afford to do business in Peoria; commercial and residential sectors are being penalized while industrial development is rewarded. I will significantly decrease commercial and residential impact fees and increase industrial impact fees. If industrial entities want to come to Peoria and use our resources, they—not the people—should be responsible for the cost.

    • Affordable Peoria: Lower the park fees to make little league and park recreation affordable again. 

    Core Principle: put the right things in the right places. Put bigger, busier uses (jobs, shopping, warehouses) where roads and utilities can handle them, and keep quiet neighborhoods and sensitive desert areas protected from problems like noise, traffic, and bright lighting.

    1.        Smooth transitions between uses. Avoid putting a very intense use right next to a quiet one. Step down in size and activity from industrial areas to offices, to shopping, to compatible density homes. Use good site design (setbacks, landscaping, walls, lighting and noise controls) to reduce conflicts.

    2.        Put trucks and industry where they fit best. Heavy commercial and industrial uses belong near freeways, major roads, and rail—places built for truck traffic. Plan safe access, noise, lighting, and hours of operation to protect nearby neighborhoods.

    3.        Offer housing choices—and make them fit. Peoria should have a range of housing. Higher-density housing should be near main streets, shopping, and jobs. Step heights and densities where new development meets existing neighborhoods. Use good design so the edge feels compatible.

    4.        Treat open space like essential city infrastructure. Parks, trails, and natural areas are not “leftover” land. They support recreation, wildlife, cooler temperatures, scenic views, and Peoria’s identity.

    5.        Protect the most important desert lands. Save key areas for open space, trails, recreation, and cultural or historic resources—especially places where building would break up habitat or harm major views and desert character.

    6.        Grow in a water-wise way. New development should account for water use and impacts on the aquifer. Use water-saving designs first—efficient fixtures, desert-friendly landscaping, and water reuse where practical.

    7.        Make parks and community spaces easy to reach for everyone. Plan parks, shade, and gathering places across the city so every neighborhood has convenient access.

    8.        Build services and amenities as growth happens. As new neighborhoods are built, make sure parks, key roads, and public services keep pace—especially early in the buildout—so quality of life stays high and the City can serve residents equally.

    9.        Design streets for safety and connection. Build street networks that connect to the regional grid. Avoid long, straight local streets that encourage speeding. Use traffic-calming, shade, and safe crossings, and connect to schools, parks, and shopping for walking, biking, and driving.

    10.  Make sure growth can pay for itself. When the City considers new development, look at long-term costs—including the ongoing cost to maintain streets, parks, public safety services, and utilities.

    11.  Build great places that work in the desert. Expect quality design: attractive buildings, shade, and sites that respect the desert climate, hills, washes, and nearby natural areas. Good design supports local businesses and gives Peoria a strong sense of place.

    Smart Growth Doctrine Use and Accountability

    Decision checklist. Use these questions when considering rezonings, development proposals, and major City projects.

     1.        Is the proposed project right for this location based on nearby neighborhoods, roads, utilities, jobs, and shopping?

    2.        Will it fit next to what’s already there, and will it limit impacts like noise, lighting, traffic, dust, and loss of desert resources?

    3.        Does it demonstrate reliable long-term water supply and conservation-first design?

    4.        Will it improve access to parks, trails, schools, shopping, and other services?

    5.        Will it help the City’s fiscal health, after the long-term costs to operate and maintain services are considered?

    6.        Does the street layout support safety, speed management, and connectivity?

     

     

  • Purpose: To rebuild the bond between City Hall and the people of Peoria by ensuring total financial clarity and a government that listens. We will use modern technology to show exactly how your tax dollars are spent and put a greater focus on our boards and commissions to ensure every region and generation has a seat at the table.

    The Pledge: As Mayor, I will work with the Council to implement a new standard of accountability through the following policies:

    • Financial Clarity: Launch a "Taxpayer Tracking" system so citizens can see exactly how their money is spent on city projects and daily operations.

    • Accessible Government: Explore and implement new digital platforms that make city data, meeting records, and budget documents easily accessible to all taxpayers.

    • Regional & Generational Voice: Reform our Boards and Commissions to ensure they reflect the entire city—including all geographic regions and a variety of ages.

    • Policy-Driven Commissions: Empower our volunteer boards to act as true policy drivers, using their expertise to inform the Mayor and Council on the community’s real priorities.

    • Enhanced Connectivity: Create new, direct channels for the Mayor and Council to engage with the citizens they serve, moving beyond the dais and into the neighborhoods.

    Accountability Through Technology

    Leveraging modern tools to keep the city honest. We will move away from hidden spreadsheets and toward public-facing data.

    • Real-Time Project Dashboards: Use technology to provide live updates on the status of infrastructure projects, so residents know when their roads and parks are being finished.

    • Interactive Budgeting: Utilize digital tools to allow citizens to weigh in on budget priorities before they are finalized, ensuring resources go where the community wants them.

    • Smart Feedback Systems: Better utilize modern communication tools that allow residents to report issues (like sidewalk repairs or noise concerns) and track the city’s response time.

    Cultivating Community Voices

    A government is only as strong as its connection to its people.

    • Inclusive Representation: Actively recruit residents from every zip code and age group to serve on city commissions, ensuring a diverse range of perspectives.

    • Public Meeting Accessibility: Host public meetings at various times and locations throughout Peoria to gain input from residents who cannot always travel to City Hall.

    Transparency Decision Checklist

    Use these questions to evaluate every city action and proposed policy:

    • Is the financial cost of this project clearly visible to the taxpayer, including long-term maintenance costs? 

    • Have we utilized technology to make this information accessible to someone who cannot attend a meeting in person? 

    • Does the board or commission overseeing this issue reflect the geographic and demographic diversity of our city? 

    • What specific feedback have we received from the citizens this project will impact most? 

    • Are we holding all parties, including developers and contractors, accountable to the promises made to the public? 

  • Purpose: To protect and enhance the outdoor lifestyle that defines our city. We will ensure that every resident, from north to south, has access to world-class parks, safe infrastructure, and affordable recreation while remaining transparent about how every tax dollar is invested in our community’s "essential infrastructure."

    The Pledge: As Mayor, I will work with the Council to restore our commitment to Peoria’s parks and neighborhoods through these policies:

    • Completion of Paloma Park: Get the development of Paloma Park back on track to fulfill the promises made to our residents.

    • Youth Sports Investment: Meet the urgent needs of our youth sports programs by finishing promised baseball fields and activity assets.

    • Equitable Excellence: Ensure parks throughout the entire city are well-maintained and offer amenities that reflect the specific priorities of the surrounding neighborhoods.

    • Affordable Access: Evaluate park and recreation fees to ensure that community programs remain affordable for all families.

    • Infrastructure Fundamentals: Prioritize the "day-to-day" essentials by repairing sidewalks and roadways to keep our neighborhoods safe and connected. Communicate these improvements to neighborhoods regularly and remain transparent about timelines and work being done.

    • Programming for All: Support diverse programming that serves citizens of all ages, from toddlers to seniors.

    Protecting the Peoria Outdoors

    Treating open space as essential city infrastructure. We will prioritize the desert lands and trail systems that provide Peoria with its unique identity, ensuring development is complimentary rather than a replacement.

    • Trail System Support: Invest in and maintain the premier trail systems and outdoor recreation opportunities that our city is known for.

    • Event Integration: Complement our existing city assets with community events that bring neighborhoods together and support local character.

    • Desert Preservation: Save key areas for open space and scenic views, ensuring new growth does not harm the desert character people value.

    • Resource Alignment: Regularly reevaluate department spending to ensure money is being directed toward the specific programs and assets citizens actually want.

     

    Transparency & Accountability

    Growth must pay for itself and benefit the residents first.

    • Project Tracking: Implement a transparent reporting system so citizens know exactly when projects are completed and how their tax dollars were spent.

    • Developer Accountability: Negotiate agreements that require developers to include high-quality trails, parks, and open spaces in new projects.

    • Long-Term Maintenance: When considering new developments, we will account for the long-term costs of maintaining the streets and parks to ensure quality of life stays high for decades.

    Quality of Life Decision Checklist

    Use these questions when evaluating new recreation proposals or infrastructure projects:

    • Does this project fulfill a previous promise made to the community, such as the completion of Paloma Park? 

    • Will this repair or improvement enhance the safety and connectivity of our local street and sidewalk network? 

    • Does the programming or amenity meet a documented need for our youth or senior populations? 

    • Are the associated fees set at a level that keeps participation affordable for the average Peoria family? 

    • Is there a clear plan for the long-term maintenance of this asset so it does not become a burden on future taxpayers? 

     

  • Pledge. As Mayor, I will work with the Council to position Peoria as a premier destination for outdoor adventure: "Peoria, the Gateway to Adventure." A place not only to live and raise a family but to visit and experience. Peoria will prioritize destination branding and municipal tourism as a mechanism to

    generate revenue and enhance the quality of life for residents.

    Destination branding starts by capitalizing on existing assets and protecting open spaces, using them to promote tourism. Industrial expansion has a place within our city, but it is not the only priority. I intend to capitalize on our unique assets to draw in tax dollars through sports and entertainment tourism. Peoria currently lacks the infrastructure to market regional events. We need to rebuild critical relationships across the Valley and region to partner on events that bring sustainable revenue to our city.

    1.    What Is Municipal Tourism?

    Municipal tourism is the strategic planning, promotion, and management of a city or town as a visitor destination. Its primary purpose is to attract visitors, stimulate the local economy, and showcase the community’s unique culture, history, and amenities. Successful municipal tourism creates a recognizable destination brand that differentiates a city from neighboring communities while benefiting residents and local businesses.

    Municipal tourism efforts are typically led by city governments, tourism offices, or public–private partnerships and focus on aligning economic development, community identity, and visitor experience.

    2.    Why Municipal Tourism Matters

    Economic Impact

    Tourism at the municipal level generates substantial economic benefits. Visitor spending on lodging, dining, shopping, and entertainment produces Transaction Privilege Tax (TPT) revenue and supports local businesses. These funds are often reinvested into essential public services such as public safety, parks, infrastructure, and community programs.

    Community Benefits

    Beyond revenue, municipal tourism:

    • Supports job creation in hospitality, retail, and recreation

    • Encourages downtown revitalization

    • Funds cultural, arts, and recreational facilities

    • Enhances quality of life for residents

    3.    Core Components of Municipal Tourism

    A successful municipal tourism program includes the following components:

    Destination Branding

    Creating a clear and consistent identity that highlights what makes a city unique, such as natural features, sports, arts, or historic districts. 

    Asset Development and Management

    Maintaining and improving attractions such as parks, sports facilities, downtown areas, and cultural venues to ensure high‑quality visitor experiences.

    Marketing and Promotion

    Using websites, campaigns, and partnerships to promote the city to regional and national audiences. 

    Events and Programming

    Hosting festivals, sporting events, and cultural activities that draw visitors and encourage repeat travel. 

    4.    Examples of Municipal Tourism in Action

    Several Arizona cities provide strong examples of municipal tourism promotion through dedicated destination websites. These platforms highlight attractions, events, dining, and accommodations, serving as centralized tools for visitor engagement. 

    ·     ExperienceScottsdale.com

    ·     VisitPhoenix.com

    ·     ExperienceGlendale.com

    ·     TempeTourism.com

    ·     ScenicSedona.com

    ·     BoulderColoradoUSA.com

    5.    City of Peoria Tourism Amenities

    The City of Peoria has an abundance of municipal tourism assets that can be leveraged to create a diverse and compelling destination.

    Lake Pleasant Regional Park: Lake Pleasant, annexed by Peoria in 1996, is the second‑largest man‑made lake in Arizona and is located less than 20 miles from the city center. The park features more than 23,000 acres of water surrounded by Sonoran Desert landscape, making it a premier outdoor recreation destination. 

    • Two full‑service marinas, Pleasant Harbor Marina and Scorpion Bay Marina, offer boat rentals, dining, and guided tours, further enhancing the visitor experience. 

    • Lake Pleasant Events: 

      Fishing tournaments

      Sailboat races

      The World Wake Surf Championships

      Multi-day music festivals

      The Traveling Vietnam Wall

    Activities and amenities include:

    • Boating, fishing, kayaking, sailing, and scuba diving

    • Camping, hiking, picnicking, and wildlife viewing

    • Stargazing and unique desert experiences

    • Camping

    Peoria Sports Complex

    The Peoria Sports Complex is a multi-use sports facility and event venue located in the P83 Entertainment District. It serves as the spring training home for the San Diego Padres and Seattle Mariners. The state-of-the-art facility is well suited for group events, meetings, parties and community events.

    The complex includes:

    ·     A 12,518‑seat stadium with thirteen baseball fields

    ·     The Colonnade: A 3,300-square-foot, air-conditioned indoor group space located along the 3rd base line with an attached private patio.

    ·     Left-Field Pavilion: An area with views of the diamond that can be used for group events and includes catering options.

    ·     Oasis Premium Group Area: An outfield area with a private bar and patio furniture, often used for smaller to medium-sized groups.

    This asset places Peoria on the national sports tourism map and drives significant seasonal visitation. 

    P83 Entertainment District

    The P83 Entertainment District offers a vibrant dining and entertainment scene. It functions as a key tourism hub where visitors can attend the theater, baseball games, dine, and participate in community events. Two highlights of the area include:

    ·      The Arizona Broadway Theater

    ·      The Peoria Sports Complex

    Downtown Peoria

    Downtown Peoria, also known as Old Town Peoria, is undergoing revitalization and serves as a cultural anchor for the city. It is home to the Peoria Center for the Arts and TheaterWorks and attracts visitors through:

    ·       Art exhibitions and performances

    ·       Live theater and music

    ·       Community events

    Parks, Trails, and Outdoor Recreation

    Peoria offers an extensive park and trail system, including:

    ·      Rio Vista Recreation Center and Community Park

    ·      Pioneer Community Park

    ·      Paloma Community Park

    ·       37 neighborhood parks

    ·       Three outdoor swimming pools

    ·       Dog‑friendly park areas

    ·       Golf courses and recreation centers

    ·      60 miles of hiking, biking, and horseback riding trails, including mountain trails

    ·      Access to scenic Sunrise Mountain, West Wing Mountain, East Wing Mountain, and Calderwood Butte Preserves. 

    Veterans Memorial

    The Peoria Veterans Memorial honors past, present, and future U.S. military service members. Its meaningful design, positioned on a peaceful lake, serves both as a place of remembrance and a cultural tourism asset. It includes:

    ·      Recognition of all five military branches

    ·       A 30 foot marble wall depicting a historic timeline of our country’s battles

    ·       The Vietnam Veterans Memorial Plaza featuring a 1968 Huey helicopter 

    ·       The Veterans Honor Wall recognizing military men and women with engraved plaques depicting name, rank and service years.

    Elite Golf

    Three of the top-ranked courses in Arizona are located in Peoria.

    ·      Quintero

    ·      Trilogy

    ·      Blackstone

    Shooting Ranges

    ·      Cowtown Range, Superior Outdoor Range

    ·      Shooter’s World, Firearm Education, Gun Retailer and Indoor Shooting Range

    ·      Saddleback Shooting Ranges

    Regional Proximity

    ·      Luke Air Force Base

    ·      Castle Hot Springs

    ·      Ben Avery Shooting Range

    ·      Cow Creek Road Area, OHV (off-highway vehicle) trails

    6.    Future Tourism Opportunities

    Peoria has several opportunities to expand and diversify its municipal tourism offerings, including:

    • Expanded trail connections from Paloma Park to Lake Pleasant

    • Phase II of Paloma Park: BMX, skating, and equestrian events

    • Hiking and mountain bike races (Enduro, Downhill, and Cross Country)

    • Fourth of July fireworks at Lake Pleasant

    • Beach club events at Lake Pleasant and a dedicated Surf Park

    • Lantern festivals featuring floating lanterns and live music at Lake Pleasant

    • Jeep safaris 

    • Ironman competitions

    • Dragon boat races

    • Yacht Club regattas

    • Hot air balloon festivals

    • Pub crawls and brewery events

    • Music festivals 

    • Arts festivals, street fairs, and pop‑up markets

    • Outdoor amphitheater for concerts and private events

    • Extreme sports park for motocross 

    • SxS trail runs

    These initiatives build on existing assets while attracting new visitor markets. 

    7.    Key Takeaways

    Municipal tourism is a powerful tool for economic development, community pride, and destination identity. By strategically managing assets, promoting unique experiences, and investing in events and amenities, Peoria can attract visitors while increasing revenue and enhancing quality of life for residents.