Our Greater San Diego Vision Executive Summary

Your Vision. Our Future.

Proudly facilitating Our Greater San Diego Vision on behalf of the region’s residents.

Executive Summary

If there is a single word that describes the San Diego region, it is “paradise.” And this paradise is our home.

We love this place and want to protect it for future generations.

Welcome to Your Vision, presented here as Our Greater San Diego Vision, which is both a unique process

and a priceless outcome. The process was designed to be big - to span the entire region, to engage

more people than had ever been engaged, and to weave together all the issues that impact our quality of

life. The product is a framework for further conversations to inform future planning. It is not a plan.

Our Greater San Diego Vision was created out of a desire to capture the community’s vision for the future

of the region - through unprecedented engagement that involved more than 30,000 people. San Diegans’

input from the very beginning ensured that this would be the people’s vision and that it would speak to

what all of us care about most.

This vision is about preserving the best of the past and protecting all that’s good today, while creating an

even better tomorrow for our children and grandchildren. A massive effort spanning three years began

with an in-depth study to determine our collective hopes and dreams, our worries and fears - our values.

Those values pointed to four areas that are critical for a bright future - jobs and wages, community and

cultural amenities, housing/transportation and cost of living, and life-long learning - Work, Enjoy, Live and

Learn. The four areas provided a framework for subject-matter experts to flesh out issues, and then for the

public to choose among reasonable alternatives. Thirty thousand people voiced their choices and we

heard them.

We learned that our collective vision for the future is a San Diego region where:

• A prosperous economy provides a broad range of job opportunities.

• Housing options match what people want and can afford.

• A quality learning environment effectively prepares people for life.

• Neighborhoods are safe, vibrant and convenient centers of community life, arts and culture.

• Nature is accessible, connected, and protected for people to enjoy.

• Convenient transportation choices are available for people to go where they want.

• Trusted regional leadership, collaboration and participation create a future that fulfills people’s

hopes and dreams.

Our Greater San Diego Vision is a blueprint, a map, and so much more. It weaves together aspiration -

seeing what tomorrow could and should be - and inspiration - the excitement and energy to make

that tomorrow real. This is just the start. From here, together, we must act. The San Diego Foundation

Malin Burnham Center for Civic Engagement will steward the Vision and help move the region forward

by convening stakeholders, informing decisions, engaging people, and impacting the evolution of this

paradise we call our home.

Start here, and look to the future with hope and with commitment. Start with this shared vision -

Our Greater San Diego Vision - a process and a product, and the first step in a journey.

Our Greater San Diego VisionJuly 2012

Bill Geppert Jennifer Adams-Brooks Bob Kelly

Chair, Chair, The San Diego Foundation President and CEO,

Our Greater San Diego Vision Board of Governors The San Diego Foundation

1Our Greater San Diego Vision - Executive Summary

Your Vision. Our Future. The region’s many local and tribal governments, special districts,

and local and state agencies have different geographic and

issues-based scopes. None span the entirety of the region’s

geography and its intertwined issues. Our Greater San Diego Vision

is intended to support and inform the work of these and other

organizations, and to provide a voice for our residents.

Our Greater San Diego Vision is a shared vision

of the future for the region in its entirety.

Our Greater San Diego Vision - Executive Summary2

As San Diegans, we rate satisfaction with our

overall quality of life uncommonly high relative

to other regions in the nation. But we worry

about the future and the potential downsides of

population growth. Yet that growth, managed

well, could provide many opportunities. How do

we do it right? We do it by having a long-term,

well-informed vision that helps us plan for the

best possible future.

The San Diego RegionThe region includes all of San Diego County,

a vast area of more than 4,500 square miles

and home to more than 3,000,000 people

concentrated in the western, coastal areas. We

enjoy a mild, Mediterranean-like climate and

extraordinary natural beauty including beaches

and bays, a naturally protected port, rivers,

canyons, mountains, and deserts. Arguably, the

one word that describes the region is “paradise.”

why a VISION?

San Diego’s HistorySan Diego is the product of multi-culturalism

partly due to its border with Mexico. Today,

almost one-third of San Diegans are Hispanic or

Latino, with substantial representation from Asian,

African-American, and other ethnic groups.

The region has benefited from a strong, vibrant

and diverse economic base. Since World War II,

the military has been a significant source of

economic development. San Diego’s weather

and natural assets make it a major tourist

destination. And more recently, investments

in universities and research institutions have

created an economic engine in research

and technology.

San Diego is what it is today thanks to past

visionaries. From the 1908 Nolan Plan to Envision

Carlsbad, and from Chula Vista’s nation-leading

recycling programs to Revitalize Alpine, the

region has a history of forward thinking.

Our Greater San Diego Vision builds on and

continues that heritage.

Our Greater San Diego Vision - Executive Summary 33

Panama–California Exposition in Balboa Park in 1915. Today, Balboa Park is one of the world’s largest urban parks.

The Future of Our Region Change. Our world and our region are changing

from many perspectives. Proactive adaptation

will be necessary to preserve what we love about

this place.

Growth. San Diego’s population is projected

to grow by another 1.3 million people by

2050 – mostly (63%) our own children and

grandchildren. Growth is inevitable as long as

San Diego is a great place to live.

Economy. Housing affordability may be the

single greatest challenge the region faces. Many

San Diegans worry that they or their children will

not be able to stay here.

Whether regional issues are environmental,

economic or infrastructure-related, they cut

across geographic boundaries, making region-

wide thinking and cooperation imperative.

The Importance of a Long-Range Plan for Our RegionAccording to the values research for Our Greater

San Diego Vision conducted in mid-2010, almost 80%

of San Diegans feel that a vision or long-range plan

for the region is extremely or very important, but

only 37% believe that the region was doing a good

or excellent job in planning for the future when this

visioning effort began.

38%

41%

18%

2%

1%

Very important

Somewhat important

Not very important

Not at all important

Extremely important

79%


Values“Values” embody our most important priorities, desires and issues. At the start of Our Greater San Diego Vision,

an in-depth values study was conducted region-wide. Four core values emerged.

San Diegans want:

• Quality jobs and a reasonable cost of living.

• Family-friendly neighborhoods and communities.

• Quality education and learning opportunities.

• Outdoor opportunities for enjoyment with family and friends.

the PATH

Jobs and the Economy

Cultural and Community Amenities

Housing, Environment, Mobility and Cost of Living

Education and Learning

Task forces delved into the four focus areas and region-wide workshops garnered public input, all of

which drove the structure and content of the online choosing tool.

WELLFrom the values research, four primary focus areas were identified that cut across multiple values and

represented discrete topics for concentrated study. These are areas where we:

WORK, ENJOY, LIVE and LEARN (WELL).

27%

10%

7%

6%

6%

5%

5%

5%

4%

4%

High cost of living/expensive to live here

Lack of job opportunities and low wages

Too much traffic and congestion/ not enough transportation options

Lack of affordable housing

Lack of leadership on important regional issues

Everything so close and convenient

Family friendly: great place to raise a family

Low crime and safe neighborhoods

Outdoor recreation opportunities/ enjoying the outdoors

High-quality schools (K-12)

Factors That Have the Most Significant Impact on Quality of Life

Percentages represent the proportion of people who consider that factor to have the most significant impact on their

personal quality of life. This is only a partial listing.

Negative Impacts

Postitive Impacts

to the VISION


Show Your LoveFrom November 2011 to February 2012,

San Diegans were asked to “Show Your Love”

by choosing their preferences in four online

modules consistent with the four WELL focus

areas. This resulted in the greatest public

participation in a regional visioning effort

anywhere in the country, with more than 30,000

respondents completing more than 71,000

modules. Significant outreach ensured broad-

based participation in the campaign by people

representing a broad range of age groups and

backgrounds throughout the region.

Scientific SurveyIn addition to the online choosing, a scientific

survey was conducted to validate the results

of the Show Your Love campaign. This survey,

statistically adjusted based on the region’s

demographics, showed that the choosing results

represented the entire population. The survey

also showed that roughly one-third of

San Diegans were aware of the campaign!

27,991 completed at least one online choosing module

2,100 completed the baseline and scientific survey

71,147 individual modules were completed

600+ public workshops

MORE THAN 30,000 PARTICIPANTS!

* Does not add to 100% due to multiple categories which could be chosen.

One of six public workshops involving regional planning.

Demographic DataData from online choosing (left)

and scientific survey (right).

17 and under: 12% | –

18-34: 33% | 39%

35-54: 33% | 34%

55+: 21% | 27%

Mean age: 39 | 43

White/ Caucasian: 49% | 65%*

Hispanic/ Latino: 22% | 32%

African-American: 9% | 4%

Asian: 9% | 11%

Native Hawaiian/ Pacific Islander: 1% | 1%

American Indian or Alaskan Native: 1% | 1%

Other: 3% | 9%

Multi-race: – | 9%

Decline to answer: 6% | –


Top Priorities for How We WORK:

• Support our local economy and its relationship to the region’s industries.

• Promote the economic engines of innovation, the military and tourism.

• Harness the power of innovation.

SHOW YOUR LOVE RESULTS

Top Priorities for How We ENJOY:

• Protect and connect natural lands.

• Provide education in physical activity, arts, civics, and culture.

• Ensure access to major community amenities.

We began the process for Our Greater San Diego Vision by uncovering deeply personal values held by our

region-wide community. These led to an approach centered around the four focus areas, to which both

experts and residents from around the region contributed their best thinking. These foundational elements

informed development of an online choosing tool that facilitated an unprecedented level of public

engagement. What followed was a vision that began to coalesce around the Show Your Love results.

Summarized here are those results, presented as top priorities for the four focus areas, as well as some

specific growth strategies that emerged from the task forces and workshops. These priorities provide the

building blocks for our common vision for the future of the region.


Top Priorities for How We LIVE:

• Make housing more affordable and ensure a range of choices that matches what people want.

• Conserve water.

• Increase accessible transportation options.

• Reduce daily travel time.

• Locate destinations close to where people live.

• Protect key lands.

Top Priorities for How We LEARN:

• Enable individuals to participate effectively in a dynamic, global economy.

• Prepare individuals to be well-informed and actively engaged in civic and political matters.

• Maximize individual potential and well-being.

• Personalize education and learning.

• Prepare children to learn in their early childhood.

Several “big idea” growth strategies were presented and participants were asked to indicate their

agreement or disagreement.

More than two-thirds supported high-speed, inter-city rail transportation connecting San Diego to

other places in California; nearly two-thirds supported a new South Bay university; nearly two-thirds

also supported redevelopment of the Qualcomm Stadium area; and an overwhelming majority (close

to three-quarters) supported greater regional collaboration.

Fewer participants supported an additional international airport and a new sports/entertainment

complex. Support for new development in areas like Rancho Guejito was marginal and San Diegans

opposed allowing some building along the coast to be taller than 30 feet.

Specific Growth Strategies


Our Collective Vision is a Region Where…

• A prosperous economy provides a broad range of good job opportunities.

• Housing options match what people want and can afford.

• A quality learning environment effectively prepares people for life.

• Neighborhoods are safe, vibrant and convenient centers of community life, arts and culture.

• Nature is accessible, connected and protected for people to enjoy.

• Convenient transportation choices are available for people to go where they want.

• Trusted regional leadership, collaboration and participation create a future that fulfills people’s hopes and dreams.

Pursuing all of these seven core goals in order to fulfill our aspirations for the four focus areas will ultimately make Our Greater San Diego Vision a reality.

the VISION

9

Vision ForwardWe now have a once-in-a-generation opportunity to capitalize on the momentum and energy of

Our Greater San Diego Vision. San Diegans care deeply about this place we call home and want to be

engaged in protecting and providing for its future.

The Malin Burnham Center for Civic Engagement

(the Center) will mobilize a broad range of

stakeholders to develop solutions to community

issues. It will generate information and ideas, spur

vigorous conversations about the future, help

launch ambitious initiatives, and contribute to the

development and implementation of regional and

sub-regional plans.

The Center will play a catalytic role in civic

education, leadership training, and policy analysis

to protect and enhance the quality of life in

our region. The Center’s activities will include

convenings, cutting-edge research, major forums,

strategic and proactive grantmaking, informing

and advancing regional public policy,

and region-wide communications.

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Cert no. XXX-XXX-000

This report has been printed using soy-based inks on “green” paper which has been certificated by Smart Wood to the Forest Stewardship Council (FSC) standards. The FSC, along with the Rainforest Alliance, promotes environmentally appropriate, socially beneficial, and economically viable management of the world’s forests.

Jennifer Adams-Brooks, Chair

Robert Dynes, PhD, Vice Chair, Center for Civic Engagement

Garry Ridge, Vice Chair, Charitable Giving and External Relations

Steven R. Smith, Vice Chair, Secretary

John D. Wylie, Vice Chair, Finance

Gerald (Jerry) E. Hoffmeister, Immediate Past Chair

Yamila M. Ayad

Darcy C. Bingham

James Cahill

John Cambon, PhD

Constance M. Carroll, PhD

Ted Chan, MD

Kay Chandler

Richard A. Collato

Roger C. Cornell, MD

Sandra Daley, MD

Jim Farley

Bill Geppert

Benjamin Haddad

Kevin Harris

Jennifer LeSar

Connie Matsui

Paul Meyer

Hollyce J. Phillips

Derek J. Quackenbush

Barbara A. Sawrey, PhD

Nancy A. Spector

Horacio Valeiras

Carisa Wisniewski

James Ziegler

The San Diego Foundation Board of Governors

Regional Vision Group

The San Diego Foundation Vision Staff

Bill Geppert, Chair

Bob Kelly, President & CEO

Jennifer Adams-Brooks

Mary Ball

Robert Dynes, PhD

Kevin Harris

Gerald (Jerry) E. Hoffmeister

Peter James MacCracken, APR

Connie Matsui

Kris Michell

Ed Quinn

Steven R. Smith

Charles “Muggs” Stoll

Daniel Beintema Vice President, Operations & Community Partnerships

Anna-Marie Rooney Vice President, Marketing & Communications

Heather Back Associate Vice President, Marketing & Communications

Lori Holt Pfeiler Associate Vice President, Our Greater San Diego Vision

Emily Young, PhD Senior Director, Environment

Paul Albert

Robert Clark

Wyn Furman

Amanda Greechan

Emily Welborn Guevara

Nicola Hedge

Jackie Lackenbacher

Arzo Nasiri

Marisa Aurora Quiroz

Robyn Sharp

Felicia Shaw

2508 Historic Decatur Road, Suite 200, San Diego, CA 92106

Phone: (619) 235-2300 • Email: [email protected]

www.sdfoundation.org

www.ourgreatersandiegovision.org

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Community PartnersMalin Burnham Ron Fowler Bill Geppert Irwin Jacobs Connie Matsui Buzz Woolley

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