Report Prepared by: Leah Brown, Senior Planner, Development Services
Title
SUBJECT: Public Hearing on Draft Vision Statement for the Comprehensive General Plan Update
REPORT IN BRIEF
Public Hearing to Discuss the Draft Vision Statement for the Comprehensive General Plan Update.
RECOMMENDATION
City Council - Conduct a Public Hearing to discuss, edit, or revise the language of the Draft Vision Statement.
Body
ALTERNATIVES
1. Approve the Draft Vision Statement as Final; or,
2. Provide edits and revise language to the Draft to be continued for a final review at a future meeting (date and time to be specified in the motion).
AUTHORITY
Charter of the City of Merced, Section 200.
CITY COUNCIL PRIORITIES
As provided for in the 2026-27 Adopted Budget.
DISCUSSION
The City’s General Plan serves as the community's long-term blueprint, establishing goals and policies on which the City Council bases decisions relating to land use, economic development, and equity.
The Draft Vision Statement for the City of Merced's Comprehensive General Plan Update is an aspirational, future-looking narrative that describes what the City of Merced aspires to become within the planning horizon of the next 25 years. While a vision statement is not legally required as part of a general plan under California law, it is a widely recognized best practice that allows a community to coalesce behind a common theme and goal, while providing a foundation upon which future goals, policies, and programs can be built with consistency.
The depth and breadth of community feedback received warranted a more comprehensive articulation of the community's vision in a longer narrative format spanning three paragraphs, rather than a short two-sentence statement, because. The Draft Vision Statement addresses themes including Merced's evolving identity and downtown character, educational and economic anchors (including Merced College and UC Merced), agricultural roots and expanding industrial and technological sectors, intentional but inclusive growth through development opportunities for residents of all incomes and backgrounds, quality of life amenities such as parks, trails, and public gathering spaces, and Merced's aspiration to become a statewide model for innovation, fiscal responsibility, sustainable growth, high-quality transportation, and community-centered planning.
On February 25, 2026, the Citizens Advisory Focus Group (CAFG) held a meeting, during which members discussed assets, issues, and opportunities for the community of Merced. The consultant team indicated that feedback from the CAFG, community workshops, and an online survey would be synthesized into a draft Vision Statement and Guiding Principles.
On May 27, 2026, the CAFG held a meeting, at which the Draft Vision Statement was presented and discussed by the 14-member advisory body. CAFG members provided feedback and suggested modifications, including requests to emphasize free public spaces, emerging industries, youth and the next generation, access to services, walkability and bikeability, the North/South Merced divide, diversity, culture, affordable housing, and tourism, and to make the language more affirmative by removing "will continue" phrasing.
Following the CAFG meeting the revised Draft Vision Statement was sent to them via email for further feedback. Then a 14-day public review period was established, concluding on July 14, 2026.
On August 5, 2026, the Draft Vision Statement went before the PC as a study session. The PC reviewed and commented on the draft and provided suggested edits. The PC’s suggestions are in red line. The current draft with their edits is as follows:
“Merced will stand at the forefront of a new era in Central California-confident in its identity, ambitious in its vision, and deeply rooted in the people who will shape its future. The city’s evolving skyline and welcoming gateways will stand as recognizable landmarks across the San Joaquin Valley, signaling opportunity, innovation, and a vibrant sense of place. Merced is a community for all, inclusive of unique neighborhoods, enhanced public spaces, an innovative arts district, and a Downtown alive with energy throughout the day and evening. As a gateway to Yosemite and the Central Valley, Merced will attract visitors, celebrate its culture and heritage, and strengthen its role as a destination for tourism, recreation, and investment. Merced is well connected through a useful and safe pedestrian, transit, and bicycle network that promotes community activity, public health, and access to opportunity.
Merced will push the boundaries of what is possible for a modern California city. Anchored by UC Merced, Merced College and UC Merced, trade schools, and primary/secondary schools anchor the city’s strong educational system, providing opportunities for learning for all ages and goals. Tthe City will build on its culturally diverse community, strong agricultural roots, and growing education, healthcare, and hospitality, and technology industries. Merced will attract new and emerging industries to maintain a diverse economy and serve as a premier destination for talent, entrepreneurship, innovation, and investment. The City will support pathways for youth and young adults to learn, create, lead, and succeed, ensuring future generations can build their future in Merced.
The City will enhance the prosperity, tranquility, and healthy environment of the community by prioritizing housing opportunities for residents of all incomes, backgrounds, and lifestyles through diverse neighborhoods that foster belonging, stability, a sense of place, and the hometown feel residents cherish. Merced will invest in parks, trails, public gathering spaces, and community amenities that contribute to a superior quality of life for residents and visitors alike, while supporting youth, families, and cultural opportunities through safe neighborhoods, educational enrichment, recreation, arts, and community programs. Neighborhoods will be places for living, not just staying, with a thoughtful blend of housing, commerce, and community spaces that strengthen neighborhood connections and support daily life.
Merced will continue to recognize its tremendous untapped potential and boldly transform it into reality, becoming a statewide model for innovation, fiscal responsibility, sustainable growth, high quality transportation, strategic investment, and community-centered planning-a city where people not only choose to live, but where they are inspired to learn, visit, invest, work, and build their future.”
Staff is presenting the Draft Vision Statement for the City Council’s initial review and comments. Recommendations for revisions or alterations will be incorporated by Staff and presented for final adoption at a future City Council meeting. The Final Vision Statement will then be used as the guiding theme for the development of the General Plan objectives and policies.
IMPACT ON CITY RESOURCES
No appropriation of funds is needed.
ATTACHMENTS
1. Presentation