Council approves $100,000 amphitheater programming master plan to broaden cultural offerings

The Rancho Mirage City Council on May 1 approved a contract, not to exceed $100,000, with Victus Advisors to prepare a programming master plan for the Rancho Mirage Amphitheatre.

Hailey Tice, marketing and events specialist, presented the consultant recommendation and scope. The master plan will analyze historical programming, audience demographics, comparable venues, financial feasibility and opportunities for public‑private partnerships; it will also propose a mission statement, branding roadmap and a five‑year programming schedule that balances free and paid events.

Tice said staff issued a competitive request for proposals, received seven proposals, interviewed all firms and selected Victus Advisors based on venue experience and a research‑driven approach. The timeline presented targets plan completion in early 2026. The consultant’s fee will be distributed over two fiscal years.

Council members praised staff work. Councilmember Framberg Edelstein and Mayor Pro Tem Moloto emphasized the venue’s regional draw and the importance of using consultant expertise to maximize the amphitheater’s value during the valley’s seasonally constrained months. A resident speaker opposed the expenditure during public comment but councilmembers said they supported the professional plan.

Council voted 5‑0 to approve the professional services agreement. Staff will begin work with Victus Advisors and return with the consultant’s deliverables for future council consideration and programming decisions.