Strategic Plan for the City of Yuma, Arizona 2021-2025 - UPDATE APPROVED BY CITY COUNCIL
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Strategic Plan
for the City of Yuma, Arizona
2021-2025
UPDATE APPROVED BY CITY COUNCIL
ON APRIL 21, 2021
INITIAL STRATEGIC PLAN ADOPTED BY CITY COUNCIL ON
DECEMBER 16, 2020
Mayor and City Council
Mayor Douglas J. Nicholls
Deputy Mayor Leslie McClendon Councilmember Gary Knight Councilmember Chris Morris
Councilmember Michael Shelton Councilmember Ema Lea Shoop Councilmember Karen Watts
CITY OF YUMA
One City Plaza | Yuma, AZ 85364 | 928-373-5000 | www.YumaAZ.gov
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City of Yuma’s
Vision and strategic outcomes
Vision
Yuma is a thriving, safe and prosperous community with opportunities powered
by innovation, partnerships, collaboration and robust education – a unique
place that all generations are proud to share.
Strategic outcomes
SAFE & PROSPEROUS
Yuma is a safe and prosperous city that supports thriving businesses, access to
education, and multi-generational opportunities.
ACTIVE & APPEALING
Yuma plans and leverages its natural resources, public spaces and cultural
amenities to support an active and appealing community.
CONNECTED & ENGAGED
Yuma is connected and engaged through active communication, forward-looking
partnerships, and ongoing public involvement.
UNIQUE & CREATIVE
Yuma is a unique and creative community, built on our shared history, sense of
place, and civic pride.
RESPECTED & RESPONSIBLE
Yuma is a trusted steward of City resources; relied upon to provide premier services
and regional leadership.
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SAFE & PROSPEROUS
City Council Priority Initiatives
• Update zoning regulations
• Boost right-sized economic development effort
• Support Yuma Multiversity Campus effort
• Focus on sites for industry growth – identify five sites
• Focus on distribution industries
• Pursue widening US 95 to YPG
• Enhance coordination with the private sector
• Increase Downtown use and visibility
• Tie 4th Avenue to the Downtown area
• Community Development Code Update of the 2018 Plumbing,
Fuel Gas, Mechanical and the 2020 National Electric Code
• Update the General Plan
• Desert Dunes Expansion
• Update Utility Codes
• Implement an Intelligent Transportation System
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ACTIVE & APPEALING
City Council Priority Initiatives
• Build park facility on the east mesa
• Develop a plan for and support Riverfront development
• I-8 visual improvements
• Revitalize the Kennedy Skate Park
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CONNECTED & ENGAGED
City Council Priority Initiatives
• Develop additional broadband infrastructure projects
• Joint K-20 education opportunities; particularly for STEM
• Provide online public document portal
• Transition to Invoice Cloud
• Build City-owned fiber optic network infrastructure
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UNIQUE & CREATIVE
City Council Priority Initiatives
• Support spaceport as a hub for science and regional attraction
• Create a simplified process for murals
• Evaluate bringing ambulance billing in-house
• Deploy Intranet to improve internal communications
• Update contractor self-inspection program for lath, drywall, roof
nailing
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RESPECTED & RESPONSIBLE
City Council Priority Initiatives
• Issue a bond or seek a voter approved tax to fix the PSPRS
shortfall
• Prioritize Public-Private Partnerships (P3)
• Keep taxes low and relevant to residents’ desire for services
• Provide competitive benefit and compensation plans to be
an employer of choice
• Update the General Plan and identify where development
will occur
• Expansion of Police Academy
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Background
Prior to this 2021-2025 Strategic Plan, the most recent City of Yuma Strategic Management
Plan was developed in January, 2002.
Understanding the importance of strategic planning for the future of the City of Yuma, Mayor
Douglas Nicholls, Deputy Mayor Karen Watts, and Councilmembers Leslie McClendon, Gary
Knight, Mike Shelton, Ema Lea Shoop and Chris Morris gathered with City Administrator Philip
Rodriguez and members of the City’s Executive Leadership Team (ELT) for a City Council
Vision and Goal Setting event on October 26-27, 2020 at the beautiful Yuma Art Center. The
purpose of the sessions were to create a new, future-centered strategic plan for the City of
Yuma, which reflects its unique history and desired future outcomes.
The two-day City Council sessions were
facilitated by The Novak Consulting Group,
now a part of Raftelis, and were open to the
public.
In the weeks leading up to the two-day
City Council event, City staff leadership
across nearly every department hosted a
Citywide listening tour called “Your Insights,
Yuma’s Future.” Tour locations included the
Yuma Civic Center, Yuma Readiness and
Community Center, Sunset Terrace, and Fire Station #1. In addition, the City conducted an
online survey aimed at identifying resident and business perspectives on the future of the
City of Yuma. The survey data was provided to the City Council during the Vision and Goal
Setting process, and was influential to the City Council discussion and strategic planning
effort.
10Vision and goal setting
The sessions began with the City Council and staff introducing themselves and then sharing
their expectations for the two days, which included the following thoughts from participants:
• Would like to see a great look into the far future and steer decisions based on what’s
coming
• Learn how to address major community issues as a group, build on the things that are
going really well, and keep our younger generation here
• Expecting to see patterns emerge that we can interpret and steer in one way or another
• We have had shortfalls and challenges related to COVID-19, but so far, we’ve been able
to outperform expectations. Would like to have an economic development plan to help
businesses rebuild to stronger than where we were before
• Most focused on improving the quality of life; would like to lay the foundation for future
City Councils to work
• Expect to set a core vision for the organization
• Would like to hear what City Council has to say and look forward to them coming
together with a shared vision
• Would like to learn from current leadership and move forward
• Looking forward to the process and to watching the conversations develop
• Hold a soft spot for the Colorado River
and development – it’s our biggest asset;
didn’t come here with expectations, but
anything I can take out of here is a plus
• Would like a better understanding of what
we’re getting in return for our investment
• Excited to set the vision and better
understand what we’re all thinking for the
City
• Knowing the Council’s vision and direction
will help us to make decisions
• Hope to continue the momentum for arts
and culture and utilize the arts as a solution
• This is a great opportunity to build on
positive dynamics
• Really excited about the listening tours
and aligning City Council vision with the
community
• Learned a lot about the community, and
guidance from the Council will help us
achieve goals
• Excited to see what City Council’s vision is
and how we can support growth
• Excited to listen and learn
• Would like to hear feedback from local officials, and hear their interpretations from the
listening tours.
11This i believe...
Each member of the City Council was given a few minutes to share “what they believe”
about the future of the community. This exercise is loosely based on the “This I Believe” essay
format initiated by Edward R. Murrow on CBS Radio Network in the 1950s. Today, there is an
international organization that engages people in writing and sharing essays describing the
core values that guide their daily lives. The Mayor and City Council members were invited to
share what they personally believe to be true about the future of Yuma.
Summaries of the elected official’s “This I Believe…” statements include:
• I believe that quality of life is the
cornerstone of the future. We need to
stop listening to all the things that we
haven’t been able to do in the past.
I’ve always believed that Yuma is a
big city that wants to stay in a small
town. It’s fun – it grows every day. Yuma
is a prosperous, fun place to be – a
destination.
• It’s hard to look to the future if you don’t
know where you’ve been. In order
to move forward, we need to think
differently about expectations, consider
possibilities, rather than the “has beens”
that we’ve lived through. We need give
and take, and we’re more now than the
heirs whose families created the future.
Some people truly don’t want to change,
and this is something that comes up
every time we have these conversations.
The cows have moved on, and so should
we.
• The people of Yuma are Yuma. The
people rise to the challenge, and
this process will help us to define the
challenge that people will rise to.
12• I believe that Yuma will always be here but
keeping the younger generations here will be the
challenge. I see the arts and parks and culture
– all the wonderful things – losing ground. We
have a unique place and having the Multiversity
campus is exciting. I’d like to have more things to
keep the younger generation, and I want them to
be as excited as I am. This is a great opportunity,
and I’d like to do great work.
• Yuma is a state of mind, much like America is a
state of mind, not just a place. There are values
that are carried from generation to generation
and are shared. Arts and culture can’t be a
chore to keep – we need to keep them without
being condescending. People aren’t just looking
to be entertained; they’re looking to enjoy life.
We’re a community of innovation, and we need
to not be captured in a bygone era where things
were “better.” We need to be friendly to those
who have always lived in Yuma, and also to those
who come from outside without fostering an us
vs. them mentality. We need to make the most of our assets – farmers are critical to the
lifeblood of this area, and this is something that should be enhanced. Being inclusive of all
people is very much a part of who we are and what we’re doing. This is all of us.
• I believe that we can create a Yuma that’s more self-sustaining and attractive. We
can do it through education, someplace where children don’t need to leave for
opportunities. This will help us to build a better pool of employees here, too. Now you
have to find people and also convince them to move here. Having a more attractive
business climate will bring businesses, and this is attainable.
• The Colorado River is the backbone of the area – without it, we wouldn’t exist. I’d like
to see us take advantage of this asset – expand for tourism, develop commercial/retail
along the river. Will certainly grow Yuma and downtown. The Multiversity is great, and it
will do wonders for the North End. The combination of the two will really benefit residents.
The City has to grow – we can’t let it stagnate. There will be changes, and we need to
figure out how to navigate them.
13Collective Timeline
Participants were asked to work in small groups to identify the events, actions, and people
that have shaped Yuma as it is today. This is informative, as much of where the City wants
to go has been shaped by where the City has been. The responses were organized into a
collective timeline, shown below, and in the accompanying graphic.
Pre-1979: “The Decade of Breaking Out”
Events: Actions: People:
• Agriculture surges • Padres baseball • Glen Curtis
• Rotary Anns cleaned up the City • Cesar Chavez
• Interstate I-8 through Yuma
• Southgate Mall
• Developed Arizona Western • Agricultural industry
• Helped build the economy and
College brought more people with I-8 • Joe Atmier
• Vietnam War • Reactivated the airfield • Nixon/Carter
• US Bicentennial • YPG • Harold Giss
• Development of Civic Center • Civic Center, ballpark, golf course • Developers
• Water company • Mayor Tom Allt
• Oil embargo
• Closed Main Street • Curley Culp
• Padres spring training • Established United Farm Workers
• Hank Schechert
• Reenactment of the Colorado River
Spaniards • Tony Reyes
• Water system • Preston Arrowood
• Golf course • Mayor and Council
• Offered educational opportunities with
A&C
• Raised the water level in the Colorado
River
• Convention Center
• Big Curve
1980-1989: “The Decade of Growth”
Events: Actions: People:
• 1989 Flood • Expand Main Street Water Treatment • Agricultural Industry
Plant
• Movies filmed • Developers
• Expand Capacity Figueroa Water
• Closed the Ocean to Ocean Bridge Treatment Plant • Mayor and Council
• RV parks outside the City • I-8 Bridge • Bruce Gwynn
• First Wal-Mart • Mayor Deo
• Pacific Avenue
• Cibola High
• Built Water Tank at Park
141990-1999: “The Decade of Redefinition”
Events: Actions: People:
• Gulf War • Heritage area created • Joyce Wilson
• Closed Main Street • Marilyn Young
• Mobile phones
• Other City facilities (Police
• Hurricane Nora • George H. W. Bush parachuted
Department, Public Works)
into Yuma
• YPC Jump School • Operation Desert Storm
• Developers
• Five movies filmed • Riverfront clean-up
• Mayor and Council
• City Hall built
• City Council modernized water • Agricultural industry
treatment • West wetlands started
• Gowen in US Post Office • Jon Jessen
• Gila River flood
• Built airport terminal • Curtis Lee
• Lost the Padres • Bullfrogs • Max Hall
• Fire station #5
2000-2009: “The Decade of Acceleration”
Events: Actions: People:
• 9/11 • Security of City property • Agricultural Industry
• Agricultural boost in the community
• Housing crash • Developers
• Annexation to 10E
• Great Recession • PAAC • Mayor and Council
• New City Hall • Castle Park • Bruce Gwynn
• Lost 120 City jobs • West Wetlands opened • Mayor Deo
• Ice rink
• State slowed military infrastructure
• Desert Dunes Plant
growth
• 4FrontED
• Yuma Palms Mall • Agua Viva
• Expansion YRMC Tower
• Built new art center
• Opened Main Street
• Regional focus and collaboration
• Opened City Hall
• Built the ASH Highway
• Council Support of F-35
• Yuma Palms
• “Hotel Hill”
2010-2019: The Decade of the Good, the Bad, and the Ugly
Events: Actions: People:
• COVID-19 • Opened Main Street • Mayor Nicholls
• Mars landing parachute test • Indoor Jump Center at YPG • City Council
• Political divide • F-35 and F-22 Striker Fighter Planes • Developers
• Riverfront development • Agricultural Industry
• Centennial
• F-35s • Charles Flynn
• Centennial
2020-2029: The Decade of…
• Recovery • Rebounds
• Dramatic Progress • Learning Experience
• Sustainable Efforts • Vitality
• Looking Forward
15True Today, True in 10 Years
The City Council was asked to share their responses to two questions:
• What is true about Yuma today that you hope will still be true in ten years?
• What is not true about Yuma today that you hope will be true in ten years?
True Today – still true in 10 Years Not True today – hope it will be true in 10 years
• 18-hour city
• Small town feel • Night district downtown
• Positivity • River walk
• The feeling of freedom • Improved waterfront
• Generosity • Youth return as adults
• Community bonds • Yuma is a rocking youth
• Bi-cultural destination
• A lot of family-owned businesses • Higher education availability
• AWC • Multiversity campus
• Advanced or status quo? • Multiversity success
• East and West Wetlands • East side park
• Lower than national average • Higher personal achievement
crime rate • Greater opportunity
• Activities like the County Fair • Non-partisan
• No more roundabouts
• Active space center, making
Yuma a hub of science activity
• Cutting edge
• Wi-Fi availability for all
16Vision and goal setting
Each Council member was asked to draft a vision statement for the City of Yuma after
the conclusion of Day One. The following statements were developed individually and
presented to the group at the beginning of Day Two’s facilitated activities.
• I see Yuma in 10 years being a city that has a thriving educational system and a vibrant
entertainment/commercial district that is very appealing to the younger generation from
here and afar.
• As the center of a strong binational region that is competitive worldwide, Yuma is a
community that people choose to live in because of the robust quality of life and
civic pride, the innovative and high-quality higher education, the business-friendly
environment, and an abundance of opportunity for all.
• Yuma is a safe, attractive, and active community where home ownership is an attainable
reality; it strives for a small-town vibe using innovation, higher education, and sustainable
endeavors to keep our community relevant and prosperous for future generations.
• The City works with private sector developers to combine the development of the
property south of Giss Parkway with the Riverfront property and Hotel Del Sol into the
residential and commercial enterprises.
• To make the City of Yuma a safe place to live, work, play, and grow through innovation,
a strong economy, and public/private partnership.
• We, the people of the City of Yuma, seek to promote our common and individual aims in
the pursuit of happiness.
My vision is…
• Better use of existing lands, vacant lots, and closed buildings
• Annex for growth
• Importance of educated workers – degrees, certificates, incentives for both – for
economic development
• Landowners’ property defined for purpose
• Encourage developers to improve property infill
• Return on value invested in Colorado River wetlands
• Better relations with Cocopah and Quechan
• Yuma is midpoint of 300-mile radius for river development – tourism, retail, industry
• Private sector, take the lead in development
• City support with infrastructure
After group discussion, the Council proposed the following vision statement:
Yuma is a thriving, safe, and prosperous community with opportunities
powered by innovation, partnerships, collaboration, and robust
education – a unique place that all generations are proud to call home.
17Strategic Outcomes
The True Today, True in Ten Years responses were organized into the following themes:
• Safe • Unique/Civic Pride • Respected
• Prosperous/Opportunity • Connected and Engaged • Responsible
• Active • Attractive and Quality of Life
Upon City Council discussion and small group work designed to clarify the strategic out-
comes, the following outcomes were finalized. The statements of “what success looks like” in
each of the outcome areas are proposed, based on the conversation during the outcome
area report-outs.
Safe and Prosperous
• Yuma is a safe and prosperous city that supports thriving businesses, access to education,
and multi-generational opportunities.
Active and Appealing
• Yuma plans and leverages its natural resources, public spaces and cultural amenities to
support an active and appealing community.
Connected and Engaged
• Yuma is connected and engaged through active communication, forward-looking part-
nerships, and ongoing public involvement.
Unique and Creative
• Yuma is a unique and creative community, built on our shared history, sense of place,
and civic pride.
Respected and Responsible
• Yuma is a trusted steward of City resources, relied upon to provide premier services and
regional leadership.
The following framework graphic shows Yuma’s vision and strategic outcomes:
18Council Priorities
Council members were each asked to share their priorities for the next 12 to 24 months. These
priorities were then organized by strategic outcomes.
Once each Council member had shared their priorities, they were given seven dots to assign
to initiatives to help determine a sense of collective priority. The following initiatives received
the most dots:
Riverfront/Downtown (7)
Support Multiversity effort (6)
Focus on sites for industry – identify five sites (6)
Support Spaceport as a hub for science/tourism (5)
Update zoning regulations (4)
CITY OF YUMA
One City Plaza | Yuma, AZ 85364 | 928-373-5000 | www.YumaAZ.gov
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