City of Murrieta: Experiential Leads Retail Expansion in Evolving California City


The City of Murrieta, located in Southern California, has seen explosive growth, leading to expanding retail potential — especially in the experiential arena. The city’s retail successes have been based on its destination location, strong safety record, relatively young population and commitment to fostering retail, according to Dr. Lisa DeForest, Mayor Pro Tempore, and Lori Stone, Council Member, of the City of Murrieta.

Once primarily a commuter town, Murrieta has lately seen its daytime residence numbers increase by a large margin. Coupled with an average resident age of 38, retail diversity has become one of the city’s core strengths. Murrieta is seeking to attract additional tenants to add to a roster of businesses that include a destination spa and resort, restaurants and entertainment venues.

The centrality of the city’s location and its proximity to outdoor fun (everything from golf to parks to wine country) help make the case for the Murrieta as the ultimate destination for experiential fun. “Our residents want to work and live and have their recreation in our city too. They don’t want to leave,” says DeForest.

The City of Murrieta encourages retail growth via a variety of programs to promote local businesses — from events that reward residents for shopping locally to programs that help businesses connect via social media.

Watch the interview for more insights about how Murrieta is encouraging retail to match the needs of its residents.

This video was created as part of the Retail Insight newsletter by Shopping Center Business, a brief newsletter series leading up to the ICSC LAS VEGAS conference and including post-conference video interviews. Watch all the 2022 Retail Insight videos here.

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