Guiding Principles

In January 2022, City Council approved these Guiding Principles, which provide a lens to make decisions on City-wide priorities.

Leadership and Communication

Rockford practices meaningful collaboration through engaged and transparent leadership guided by shared vision, mission, goals and plans with open and direct communication.

Finance and Infrastructure

Rockford has a targeted and efficient investment and infrastructure plan and is committed to economic growth, sustainability and accessibility across the city. Rockford remains good stewards of taxpayer dollars.


Rockford citizens and employees are engaged and have trust in and collaborate with one another to build a safer community.

Business Climate

Rockford is an enterprising city that attracts and retains a wide range of industry, business and professional services. Rockford cultivates entrepreneurship, including small and minority owned businesses, through innovation and green initiatives.

Quality of Life

Rockford is a river city with diverse recreational, cultural, artistic, culinary, spiritual and tourist attractions that supports a creative class that contributes to the regional economy and quality of life.


Rockford offers housing that promotes diversity, economic strength and interconnectedness to create vibrant, sustainable and healthy neighborhoods.


Rockford is a city of life-long learners who value educational attainment and skilled trades. Rockford benefits from relevant, innovative opportunities from crib to career and beyond that provide personal development, address social/emotional needs and support the local economy.


Rockford recognizes the challenges of our community and works to strengthen the mental, physical, social, emotional, spiritual and financial health of its citizens.

Diversity, Equity and Inclusion

Rockford provides a welcoming, nurturing, inclusive community that values diversity where community members feel safe and respected.