The Murrieta/Wildomar Chamber of Commerce is now The Chamber of Southwest Riverside County, a rebrand that shifts the organization's focus from two cities to the broader region.

The chamber unveiled the new name and identity on Aug. 29 at its 66th annual awards celebration at Murrieta Hot Springs Resort, according to a chamber press release. The press release described the change as reflecting the chamber's evolution from serving businesses primarily within Murrieta and Wildomar to connecting businesses, government partners and organizations across Southwest Riverside County.

Patrick Ellis, president and CEO of the chamber, laid out the reasoning in an Oct. 1 column in the Valley Business Journal. He identified workforce development, transportation, housing, regulations and economic uncertainty as challenges shared by businesses across the region.

"Our employees live in one community and work in another. Our customers cross city limits every day," Ellis wrote.

Ellis framed the rebrand as convening, not just expanding. He wrote that the new identity is "not about drawing a bigger circle around ourselves" but "about building a bigger table." The chamber intends to welcome businesses of all sizes, Ellis wrote, "whether you employ two people or two thousand."

The name change does not mean Murrieta loses its chamber. Ellis said in the Aug. 29 press release that the organization's commitment to Murrieta and Wildomar businesses remains unchanged, calling the rebrand a chance to build on the chamber's foundation rather than leave it behind. The chamber plans to collaborate with other chambers, cities, educational institutions and nonprofits across the region.

The new tagline is "Business, Better Together." A visual identity developed with The Creative Bar, a local creative agency, began appearing on the chamber's digital platforms after the Aug. 29 announcement. Signage and other materials are rolling out over the coming months, according to the press release.

The chamber earned the California Chamber of Commerce's 2026 President's Circle Award, announced June 15, recognizing excellence in business advocacy. The chamber's updated website is live at ChamberSRC.org, where its mission statement describes a focus on economic growth and business advocacy across the region.

No specific timeline or next public event tied to the new regional mission has been announced.