Norco's Economic Development Mission
The City of Norco’s Economic Development Department is responsible for creating a favorable economic environment in which businesses of all kinds and sizes can prosper. It is also charged with attracting specific types of businesses that contribute to a healthy local economy yet are consistent with the Western lifestyle of the community. 
Attracting new businesses that are beneficial, both economically and culturally, is the highest priority for the City’s Economic Development staff. The Department is particularly interested in businesses that complement the City’s Horsetown USA brand while generating revenue that supports City services and maintains a high quality of life for Norco residents. Part of the Department’s strategic vision involves enhancing Norco as a tourist destination, which generates revenues while retaining and embracing Norco’s unique heritage. The City’s authentic Western character and convenient location within a massive Southern California market make Norco a natural destination for weekend getaways. The development of Silverlakes Equestrian & Sports Park, which is projected to draw more than 550,000 visitors in its first full year of operation, dramatically increases Norco’s viability as a visitors’ destination. An enhanced calendar of activities at George Ingalls Equestrian Event Center will create additional attractions at the other end of Sixth Street. 
The sudden infusion of new visitors makes Norco a viable location for additional hotels and restaurants, as well as retailers specializing in Western souvenirs, jewelry and art. As a result, the Economic Development staff is aggressively pursuing businesses that are consistent with the emergence of Horsetown USA as a highly desirable tourist destination. An example of this kind of marketing is the City’s current pursuit of a Western-style resort or other Western-themed hospitality facilities. Staff’s outreach to investors, developers and operators of hotel properties includes a presentation titled “The Next Generation of Hospitality in Horsetown USA.”
Economic Development staff is also responsible for administering a variety of affordable housing programs that assist low-income seniors and other homeowners, as well as helping low-income seniors and disabled residents with utility bills. The Economic Development Specialist serves as staff liaison to the Economic Development Advisory Council, which provides recommendations on economic development strategies; and the Historic Preservation Commission, dedicated to the preservation of the community’s historic resources. Department staff is also very involved with area chambers of commerce and merchant associations, and participates in promotions that encourage residents to shop locally.
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