In a major step toward shaping the future of Lake Elsinore, the Lake Elsinore City Council unanimously approved the Lake Elsinore Action Sports Industry Growth & Attraction Plan (2026–2040) at its January 27 meeting.
The adoption of the plan marks the beginning of a new era of innovation, tourism, and expanding economic opportunity for the community.
With the framework now in place, the city is moving quickly from vision to action, with implementation efforts set to begin this year. Initial steps include integrating the plan into citywide development priorities, launching branding initiatives, forming an Action Sports Taskforce, and pursuing private partnerships and grant opportunities.
This visionary long-term strategy aligns with the city’s 2040 Dream Extreme Vision Plan and establishes a roadmap to elevate Lake Elsinore as Southern California’s premier destination and a global hub for action sports. The plan leverages the city’s natural assets, thriving youth culture, and strong recreational foundation to drive sustainable economic growth and global recognition.
The mission of the plan is to establish Lake Elsinore as the Action Sports Capital of the World—fostering community, tourism, and economic development through strategic investments, partnerships, and branding.
City leaders say Lake Elsinore is uniquely positioned as a natural home for action sports, thanks to its existing venues and outdoor assets. Key locations include venues such as Lake Elsinore Raceway Park, the Lake Elsinore Storm, Launch Pointe, Elsinore Skydiving, Rosetta Canyon Sports Park, vast outdoor terrain, and close proximity to major Southern California sports and tourism markets.
Key highlights of the plan include:
- World-Class Infrastructure and Facility Expansion: Including modernized motorsports amenities, a premier skatepark and BMX destination, expanded mountain bike trail systems, and future innovation campuses.
- Events and Tourism Development: Featuring signature festivals, global competitions, and year-round recreation circuits designed to increase visitation and economic impact.
- Business Incentives and Industry Attraction: Encouraging action sports companies, startups, and training academies to locate, invest, and grow in Lake Elsinore.
- Dynamic Marketing and Branding: Launching campaigns that strengthen Lake Elsinore’s identity as “Action Sports HQ” and “Southern California’s Playground.”
- Youth Engagement and Workforce Development: Creating pathways for local students into sports media, engineering, coaching, and product design careers tied to the action sports economy.
The long-term plan also establishes performance metrics for the city’s departments, with goals to be achieved by 2040, including increased visitation, new action sports–related businesses, regional economic impact, and expanded youth and workforce programming to support global and regional recognition.
“This is more than a plan—it’s a bold movement,” Mayor Robert Magee said. “With its adoption, we are embracing our identity, investing in our future, and putting Lake Elsinore on the map as the Action Sports Capital of the World. This plan is about creating opportunity, pride, and a world-class destination for residents and visitors alike.”
Economic Development Director Gina Gonzalez, who led the development of the plan, emphasized its transformational potential. “Lake Elsinore has the terrain, the energy, and the community spirit to become one of the most exciting action sports destinations in the world,” Gonzalez said. “Our location and demographics within a one-hour radius make us uniquely positioned—not just nationally, but globally. This plan provides the blueprint to attract investment, host iconic events, build industry partnerships, and inspire the next generation. Action sports are not just recreation here—they are an economic engine and a defining part of our identity.”
Gonzalez added that implementation is already underway through citywide integration, a branding rollout, grant opportunities, and the formation of a dedicated Action Sports Taskforce.
For more information, view the Lake Elsinore Action Sports Industry Growth & Attraction Plan (2026–2040) or contact [email protected].
